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TBID_2026-01-21_AgendaPacket
CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA IN-PERSON MEETING INFORMATION: The Advisory Board for the Atascadero Tourism Improvement District (ATBID) meeting will be in- person only and members of the public wanting to participate may attend the meeting in-person. HOW TO SUBMIT PUBLIC COMMENT: Individuals wishing to provide public comment may attend the meeting in the Club Room on the Fourth Floor of City Hall, 6500 Palma Avenue, Atascadero, CA 93422. If you wish to comment but not in-person, please email public comments to ATBID@atascadero.org. Such email comments must identify the Agenda Item Number in the subject line of the email. The comments will be forwarded to the ATBID Advisory Board and made a part of the administrative record. To ensure distribution to the ATBID Advisory Board prior to consideration of the agenda, the public is encouraged to submit comments no later than 10:00 am the day of the meeting. All correspondence will be distributed to the ATBID Advisory Board, posted on the City’s website, and be made part of the official public record of the meeting. Please note, email comments will not be read into the record. Please be aware that communications sent to the ATBID Advisory Board are public records and are subject to disclosure pursuant to the California Public Records Act and Brown Act unless exempt from disclosure under applicable law. Communications will not be edited for redactions and will be printed as submitted. AMERICAN DISABILITY ACT ACCOMMODATIONS: Any member of the public who needs accommodations should contact the City Clerk’s Office at cityclerk@atascadero.org or by calling 805-470-3400 at least 48 hours prior to the meeting or time when services are needed. The City will use their best efforts to provide reasonable accommodations to afford as much accessibility as possible while also maintaining public safety in accordance with the City procedure for resolving reasonable accommodation requests. ATBID Advisory Board agendas and minutes may be viewed on the City's website: www.atascadero.org/agendas Copies of the staff reports or other documentation relating to each item of business referred to on the Agenda are on file in the office of the City Clerk and are available for public inspection on our website, www.atascadero.org. Contracts and Resolutions will be allocated a number once they are approved by the ATBID Advisory Board. The Minutes of this meeting will reflect these numbers. All documents submitted by the public during ATBID Advisory Board meetings that are made a part of the record or referred to in their statement will be noted in the Minutes and available for review by contacting the City Clerk's office. All documents will be available for public inspection by appointment during City Hall business hours. Page 1 of 77 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA Wednesday, January 21, 2026, at 1:00 P.M. City of Atascadero, Club Room, 4th Floor 6500 Palma Ave. Atascadero, California CALL TO ORDER: ROLL CALL: Chairperson, Patricia Harden, SpringHill Suites by Marriott Vice Chairperson, Amar Sohi, Holiday Inn Express & Suites Board Member, Clint Pearce, Madonna Enterprises Board Member, Sarah Maggelet, Templeton Vacation Rentals Board Member, Chris Oh, The Carlton/ Everlygrove Property Mgmnt. PUBLIC COMMENT: This portion of the meeting is reserved for persons wanting to address the Board on any matter not on this agenda and over which the Board has jurisdiction. Speakers are limited to three minutes. Please state your name for the record before making your presentation. The Board may take-action to direct the staff to place a matter of business on a future agenda. A. CONSENT CALENDAR: 1. ATBID Board Draft Action Minutes – November 19, Regular Meeting Minutes ▪ Recommendation: ATBID Advisory Board approve November 19, 2025, Regular Meeting Draft Action Minutes. [City] B. BUSINESS ITEMS: 1. Bovine Classic 2025 Event Recap & 2026 Event Sponsorship Renewal Request ▪ Fiscal Impact: Up to $20,000. ▪ Recommendation: ATBID Advisory Board: 1. Receive and file recap of the marketing results of the October 2025 event summary and attendance results. 2. Provide staff direction on the 2026 event support request renewal. [Bovine Classic/ Bryan Yates] 2. California Mid-State Fair 2026 Sponsorship Program ▪ Fiscal Impact: Up to $3,750. ▪ Recommendation: ATBID Advisory Board: 1. Receive and file recap of the 2025 California Mid-State Fair sponsorship program. 2. Provide staff direction to renew the California Mid-State Fair sponsorship program for 2026. [City] Page 2 of 77 3. Quarterly Marketing Results ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board to receive and file Verdin Marketing’s Quarterly Marketing Report for Q2 2025. [Verdin Marketing] 4. SLO CAL Visitor Profile Study Co-op Performance Results ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file the SLO CAL Visitor Profile Study Co-op Performance Results. [SLO CAL] 5. Budget Report Update & Performance Results ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file the Budget Report & Performance Results. [City] C. UPDATES: 1. Visit SLO CAL Board & Marketing Committee Updates. [Visit SLO CAL/Marketing Committee liaisons] 2. Marketing Update. [Verdin Marketing] 3. City Business and Administrative Update. [City] D. BOARD MEMBER COMMENTS: E. FUTURE AGENDA ITEMS: (This section set aside for open discussion on future agenda items) 1. Atascadero Fall Festival (February 2026). 2. Tin City Tie-in Opportunities (February 2026). 3. Annual Reserve discussion (February 2026). 4. Welcome Center Location Update/ Opportunity (Pending timing). 5. California Mid-State Fair Sponsorship Renewal (February 2026) 6. Lodging Owners Meeting for Board Terms: February 18, 2026 at 3:30 pm, City Hall 7. Upcoming City Council Meeting Industry Related Items: ▪ Short Term Rental Ordinance – postponed, date TBD. ▪ Strategic Planning – January 30th & 31st. F. ADJOURNMENT: Page 3 of 77 This Page Intentionally Left Blank Page 4 of 77 ATBID | 11/19/25 | Item A1 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA DRAFT MEETING MINUTES Wednesday, November 19, 2025, at 1:00 P.M. City of Atascadero, Club Room, 4th Floor 6500 Palma Ave. Atascadero, California CALL TO ORDER: Chairperson Harden called the meeting to order at 1:02 P.M. ROLL CALL: Present: Board Members Maggelet and Chris Oh, Vice Chairperson Sohi, Chairperson Harden Vacant: None. Absent: Board Member Clint Pearce Staff Present: Terrie Banish, Director Community Services & Promotions PUBLIC COMMENT: Chairperson Harden opened public comment. The following citizens provided public comment: Stacey Hunt, Ecologistics – SLO Bioneers Pollinator Network Chairperson Harden closed public comment. A. CONSENT CALENDAR: 1. ATBID Board Draft Action Minutes – October 15, 2025, Regular Meeting Minutes ▪ Recommendation: ATBID Advisory Board approve the October 15, 2025, Regular Meeting Draft Action Minutes. [City] MOTION BY: Maggelet SECOND BY: Oh 1. Approve Consent Calendar. AYES (4): Sohi, Maggelet, Oh, Harden ABSENT (1): Pearce VACANT (0): None. Passed 4-0 B. BUSINESS ITEMS: Page 5 of 77 ATBID | 11/19/25 | Item A1 1. Central Coast Cider Festival 2025 Event Recap & 2026 Event Request ▪ Fiscal Impact: Up to $5,000. ▪ Recommendation: ATBID Advisory Board: o Receive and file recap of marketing results of the August 2025 event summary and attendance results. o Provide staff direction on the 2026 event support request renewal. [Central Coast Cider Assn.] Cody Broadstone from Central Coast Cider Assn. presented the results. Cody Broadstone and Director Banish answered questions from the Advisory Board. Broadstone noted that the 2026 event would be better moving to April vs. August with April 25th being the new recommended date. Ashlee Akers with Verdin Marketing suggested adding an event itinerary. PUBLIC COMMENT: Chairperson Harden opened public comment. The following citizens provided public comment on this item: Matt Halvorson, Visit SLO CAL. Chairperson Harden closed public comment. MOTION BY: Sohi SECOND BY: Oh 1. The Board received and filed the marketing results of the August 2025 event summary. 2. The Advisory Board motioned to move forward and continue to support the 2026 event with $5,000 with the new April date and as a follow up detailed 2025 attendance information to be provided. AYES (3): Sohi, Oh, Harden NAYES (1): Maggelet ABSENT (1): Pearce VACANT (0): Passed 3-1 2. Visit Atascadero Micro Campaign Update ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file Visit Atascadero Micro Campaign Update for mid-November through February 2026. [Verdin Marketing] Ashlee Akers with Verdin Marketing presented the promotion logistics. Akers and Director Banish answered questions from the Advisory Board. Promotion is available to all properties with an early December launch date. PUBLIC COMMENT: Chairperson Harden opened public comment. The following citizens provided public comment on this item: Atascadero Chamber of Commerce letter was read to the Advisory Board. (Exhibit A) Chairperson Harden closed public comment. Page 6 of 77 ATBID | 11/19/25 | Item A1 The Board received and filed Visit Atascadero Micro Campaign update. 3. Budget Report Update & Performance Results ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file the Budget Report and Performance Results. [City] Director Banish presented the item and answered questions from the Advisory Board. PUBLIC COMMENT: Chairperson Harden opened public comment. The following citizens provided public comment on this item: Matt Halvorson, Visit SLO CAL. Chairperson Harden closed public comment. The Board received and filed the Budget Report and Performance Results. C. UPDATES: 1. Visit SLO CAL Board & Marketing Committee Updates. [Visit SLO CAL/Marketing Committee liaisons] 2. Marketing Update. [Verdin Marketing] 3. City Business and Administrative Update. [City] D. BOARD MEMBER COMMENTS: None. E. FUTURE AGENDA ITEMS: (This section set aside for open discussion on future agenda items) 1. Bovine Classic recap & renewal (January 2026) 2. Atascadero Fall Festival recap & renewal (January 2026). 3. Tin City Tie-in Opportunities (January 2026). 4. Annual Reserve discussion (January 2026). 5. Welcome Center Location Update/ Opportunity (Pending timing). 6. Upcoming City Council Meeting Industry Related Items: ▪ Short Term Rental Ordinance – postponed, date TBD. 7. ATBID does not meet in December. F. ADJOURNMENT: Chairperson Harden adjourned the meeting at 3:00 P.M. MINUTES PREPARED BY: ______________________ Terrie Banish Director, Community Services & Promotions Exhibit A: Atascadero Chamber of Commerce Gift Card Promotion Letter Page 7 of 77 This Page Intentionally Left Blank Page 8 of 77 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B1 1/21/26 Bovine Classic 2025 Event Recap & 2026 Event Sponsorship Renewal RECOMMENDATIONS: ATBID Advisory Board: 1. Receive and file recap of marketing results of October 25, 2025 event summary and attendance results. 2. Provide staff direction on the 2026 event support request renewal. DISCUSSION: In January 2022, the ATBID Board approved sponsorship of $10,000 for the inaugural Bovine Classic mixed-surface cycling event targeted to avid cyclists at a state and national level. The event took place November 3-5, 2022, in North County, with the main cycling event in Downtown Atascadero on Saturday, November 5. The event was a success and filled the goal of being an annual marquee gravel cycling event. The main race was a single-day event, but the entire Bovine Classic experience spanned Thursday through Saturday, attracting riders who spent between one and three nights in Atascadero and Paso Robles. The ATBID Board has approved sponsorship since this time as follows: ➢ 2nd Annual in November 2023, at $10,000, 450 riders ➢ 3rd Annual, October 26, 2024, at $10,000, 600 riders ➢ 4th Annual, October 25, 2025, at $10,000 The Board will receive an oral presentation from the event coordinator to review the highlights and successes of the third annual event, along with the event sponsorship application to renew the support of the ATBID Advisory Board for the fifth annual in 2026, requesting $20,000, moving Atascadero as the “Host City” sponsorship level. FISCAL IMPACT: Up to $20,000. ATTACHMENTS: 1. 2025 TBC Marketing Executive Summary 2. 2025 TBC Economic Impact Report 3. 2026 Bovine Classic ATBID Event Support Application Page 9 of 77 2025 BOVINE CLASSIC: EVENT WRAP-UP Prepared for Atascadero TBID EXECUTIVE SUMMARY: The 2025 Bovine Classic delivered measurable economic impact to Atascadero, generating an estimated 1,200 night stays with 87% out-of-region attendance. Despite industry-wide event attendance declines of 20-30%, the Bovine Classic maintained strong participation (604 registered riders), with 60% choosing Atascadero accommodations and 92% committed to returning in 2026. ATTENDANCE & GROWTH Historical Registration: ● 2022: 350 riders ● 2023: 450 riders ● 2024: 623 riders ● 2025: 604 riders While attendance remained flat year-over-year, this represents success in a challenging event landscape. Across the cycling industry, and even non-cycling events reported 20-30% attendance declines in 2025. The Bovine Classic's ability to maintain participation demonstrates the strength of the brand and the loyalty of our community. TRAVEL IMPACT Overnight Stays: The 2025 Bovine Classic generated approximately 1,200 night stays in San Luis Obispo County, with the majority concentrated in Atascadero. Stay Duration: ● 1 night: 15% ● 2 nights: 36.8% ● 3 nights: 37% 1 ATBID | 1/21/26 | Item B1 | Attachment 1 Page 10 of 77 ● Average: 2+ nights per visitor Accommodation Breakdown: ● 60% stayed in Atascadero ● 20% stayed in Paso Robles ● 20% stayed in other locations ● 43% used hotels ● 22% used vacation rentals Geographic Reach: ● 87% of riders traveled from outside the region ● Riders represented 4 continents, 7 countries, 15 states ● Significant participation from SF Bay Area and Southern California Companion Travel: ● 20% brought non-racing companions ● 13% traveled with friends ● We noticed a significant increase of groups of 10 to 18+ riders attending The Bovine together. LOCAL IMPACT Thursday Pre-Ride: The Thursday pre-ride out of Firestone-Walker in Paso Robles attracted 75 riders–93% of those were early arrivals, coming in for the entire weekend. Friday Pre-Ride: The Friday pre-ride in downtown Atascadero attracted 150+ participants, a 45-rider increase over 2024. Riders gathered at AMSTRDM Coffee before exploring Atascadero's neighborhoods, with post-ride socializing at Colony Sandwich. Partner Hotels: The following Atascadero hotels offered special rates to Bovine Classic riders: ● SpringHill Suites ● Home2Suites ● Holiday Inn Express 2 ATBID | 1/21/26 | Item B1 | Attachment 1 Page 11 of 77 One local hotel reported their best weekend ever during the Bovine Classic weekend. Local Business Engagement: Riders consistently mentioned visiting local establishments including downtown Atascadero businesses, including: Etto Pasta Bar, The Range, Barley & Boar, Colony Sandwich, Lebbers Pizza, Ancient Owl, and other Paso-area wineries. Non-Event Weekend Impact: Several times throughout 2025, I personally met with past Bovine participants who chose Atascadero and Paso Robles for long-weekend cycling getaways. RETURN ON INVESTMENT Visit Atascadero's $10,000 sponsorship investment generated an estimated $160,600 in direct economic activity in Atascadero during the 2025 Bovine Classic weekend - a 16:1 return on investment. This calculation accounts for: ● 362 Bovine Classic participants staying in Atascadero (60% of total riders) ● Average 2.2-night stays ● Conservative hotel rate of $150/night ($120,450 in accommodation revenue) ● Daily spending of $50/person for meals, beverages, retail, and incidentals ($40,150) With 92% of riders committed to returning in 2026, this investment delivers recurring annual economic impact, not a one-time event benefit. Brand & Media Visibility In addition to driving overnight visitation, The Bovine Classic continues to elevate Atascadero’s profile across regional and national audiences. Over the past seven months, the event’s Instagram presence has tagged Visit Atascadero in more than 30 posts, including six feature posts focused specifically on the destination, generating over 42,000 impressions. 3 ATBID | 1/21/26 | Item B1 | Attachment 1 Page 12 of 77 This sustained exposure keeps Atascadero top of mind for thousands of high-value cyclists and travelers planning future Central Coast trips. LOCAL VENDOR PARTNERSHIPS The Bovine Classic invested directly in local businesses: ● Catering: Super Fiesta Market, Linn's Bakery, Alle-Pia Salumi ($10,000) ● Design & Printing: Theory Printing, Staples ($1,800) ● Traffic Control: Avila Traffic ($1,000) RIDER SATISFACTION & RETENTION Return Intent: 92% of riders stated they will definitely return in 2026, with only 8% undecided. Rider Testimonials: ● "It's as close to perfect as you can get." ● "Best gravel ride on the planet." ● "I've flown in from Virginia for the last 3 years for this, and it's become one of my favorite races all year." ● "I will bring more folks next year!" ● "Best gravel event on the calendar." COMMUNITY IMPACT Charitable Giving: The 2025 Bovine Classic raised $4,500 for Land Conservancy San Luis Obispo. Over four years, the event has contributed nearly $27,000 to local charities including Operation Surf, Central Coast Concerned Mountain Bikers, and Land Conservancy SLO. 4 ATBID | 1/21/26 | Item B1 | Attachment 1 Page 13 of 77 UNIQUE POSITIONING The Bovine Classic is the homegrown Atascadero event specifically designed to attract overnight visitors from outside the region that doesn't center on alcohol tourism. As alcohol consumption trends decline, the Bovine Classic represents a strategic diversification of Atascadero's tourism portfolio. Exclusive Access: The event provides riders access to private properties rarely open to the public: ● Land Conservancy SLO Santa Rita Ranch (exclusive access) ● Peachy Canyon Vineyard ● J. Dusi Vineyard ● Denner Wines LOOKING AHEAD: 2026 (aka Bovine 5.0) With 92% of 2025 riders committed to returning and sustained demand despite industry headwinds, the Bovine Classic is positioned for strategic growth in 2026. Bovine 5.0 Vision: The fifth annual Bovine Classic (October 24, 2026) will expand beyond a single-day event into a more comprehensive social wellness experience: ● Target attendance: 700 riders ● Sunday addition: Fourth ride option, extending the weekend and creating additional overnight stays ● "Best of Paso" Integration: Partnering with Farmstead Ed to incorporate a Fall Marketplace at the Bovine Festival, showcasing regional artisans, makers, and producers This expansion aligns with the Bovine Classic's core philosophy: cycling as a vehicle for community connection and authentic regional experiences. By emphasizing social wellness over pure competition, we're creating a tourism model that brings visitors seeking genuine connection – to the landscape, to local culture, and to each other. The Partnership Opportunity: As we plan this evolution, we're evaluating partnership opportunities that reflect the mutual value created: Visit Atascadero gains a proven tourism driver 5 ATBID | 1/21/26 | Item B1 | Attachment 1 Page 14 of 77 delivering 1,200+ night stays annually (with growth potential to 1,400+), and the Bovine Classic gains the support needed to continue calling Atascadero home and expand our positive impact. Contact: Bryan Yates Executive Producer & Creative Director bryan@locomotivcoaching.com 213-926-1520 6 ATBID | 1/21/26 | Item B1 | Attachment 1 Page 15 of 77 ATBID | 1/21/26 | Item B1 | Attachment 2 Page 16 of 77 ATBID | 1/21/26 | Item B1 | Attachment 2 Page 17 of 77 ATBID | 1/21/26 | Item B1 | Attachment 2 Page 18 of 77 ATBID | 1/21/26 | Item B1 | Attachment 2 Page 19 of 77 ATBID | 1/21/26 | Item B1 | Attachment 2 Page 20 of 77 ATBID | 1/21/26 | Item B1 | Attachment 2 Page 21 of 77 ATBID | 1/21/26 | Item B1 | Attachment 2 Page 22 of 77 ATBID | 1/21/26 | Item B1 | Attachment 2 Page 23 of 77 ATBID | 1/21/26 | Item B1 | Attachment 2 Page 24 of 77 ATBID | 1/21/26 | Item B1 | Attachment 2 Page 25 of 77 ATBID | 1/21/26 | Item B1 | Attachment 2 Page 26 of 77 ATBID | 1/21/26 | Item B1 | Attachment 2 Page 27 of 77 ATBID | 1/21/26 | Item B1 | Attachment 2 Page 28 of 77 ATBID | 1/21/26 | Item B1 | Attachment 2 Page 29 of 77 1 The Atascadero Tourism Business Improvement District (ATBID) was established to promote Atascadero as an overnight destination. The mission of the ATBID is to encourage visitors to discover what makes Atascadero a simply genuine travel destination resulting in increased revenue for the local community. We appreciate the efforts of community partners to design events that attract visitors to Atascadero and the ATBID would like to support of those events that align themselves with the Visit Atascadero mission. A portion of the ATBID annual budget and regular marketing efforts are set aside each year to help maximize the effect of these efforts. If you would like to be considered, please complete the following Event Support application. The application must be received at least 6 months in advance of the funding deadline for the request to be considered. Each request is thoroughly considered, but not all events are approved. Our Mission: Encourage overnight travel to experience Atascadero’s beautiful and authentic outdoor recreation, culinary adventures, and welcoming hospitality. To qualify for event support, the organization must meet the following requirements or provide a three- year plan detailing how you will ultimately meet these requirements: 1. Support the Visit Atascadero mission and attract visitors from outside San Luis Obispo County. 2. Encourage overnight stays of one night or more. 3. Obtain the necessary ABC permits, law enforcement approval, city permits, safety guidelines, and any additional documents needed for the event. (Please Note: The City offers an event sponsorship program that is handled independently from the ATBID event support application. If the ATBID approves the application, it is not a guarantee that the City sponsorship program will be approved.) 4. Provide a detailed event budget and marketing plan. 5. Provide post-event metrics which show positive effect on Atascadero tourism. In addition to these requirements, ATBID Board will consider the following factors: 1. Does event support Visit Atascadero objectives? 2. Will the event be held during off-season, January – March? Please Note: ATBID Event Sponsorship Application will not be considered if the event falls on a weekend, Friday-Sunday, from the second week of June through the third week of August of each year. 3. Is the event new or existing? If existing, the event will be evaluated on how the event support dollars were invested and how long the event has been in place (i.e., 3rd annual, 4th annual, etc.) 4. What is the three-year growth plan for the event? As the event nears a maturity of 3 years or more, future funding will not be at 100%. 5. Is there statistical data on the demographic status of your attendees or targeted attendees? 6. Can the organization prove complete fiduciary responsibility of all event expenses? 7. Do your event organizers and attendees garner influence and have the ability to promote Atascadero tourism? Please submit application and supporting documents to Terrie Banish at tbanish@atascadero.org in a PDF format. Confirmation will be sent once received. Selected event planners must be available to present their event to the ATBID Board at a regular scheduled meeting. Atascadero TBID Board Meetings are regularly scheduled for the third Wednesday of the month at 1 p.m. at City Hall. The vote regarding funding often takes place at the meeting following the event presentation. ATBID | 1/21/26 | Item B1 | Attachment 3 Page 30 of 77 2 Event Support Application Requirement Checklist The following requirements must ALL be met in order to qualify for and receive funding. Please be sure to carefully read and submit all necessary documentation and information. Complete application and submit at least 6 months prior to event. Include requested amount in application. Select eligible event tier and describe how your event meets the qualifications. Provide event budget with line items detailing how funding will be used. Provide a detailed marketing plan. Include a financial statement from your organization – applicant must be able to demonstrate financial accountability for event expenses. Describe all sources of event income and additional support through other programs, grants or sponsorships that have been secured. If application is being considered, attendance in-person at an ATBID Board Meeting to present the event will be required. If awarded event support funding, plan to attend two ATBID Board Meetings: o Provide planning progress update at least two months prior to event. o Provide event results detailing attendance, where participants are visiting from, all marketing efforts and impact on Atascadero tourism and future plans. If awarded event support funding, 75% will be paid in advance and 25% paid after the event results report has been received and reviewed. Please Note: The ATBID Event Sponsorship Application will not be considered if the event falls on a weekend, Friday-Sunday, from the second week of June through the third week of August of each year. ATBID | 1/21/26 | Item B1 | Attachment 3 Page 31 of 77 3 Event Support Application Form Requesting Organization: _______________________________________________ Contact: _________________________ Phone Number: _______________________ Email: ____________________________ Mailing Address: ____________________ City, State, Zip: ________________________________________________________ Name of Event: ________________________________________________________ Event Description: _____________________________________________________ __________________________________________________________________________ __________________________________________________________________________ ______________________________________________________________ Event Dates/Times: _____________________________________________________ Is event located in Atascadero? Yes No Venue Name: ________________________________________________________ Venue Location: _______________________________________________________ Event Website: ________________________________________________________ Are you receiving event support from the City of Atascadero? Yes No Total Anticipated Attendees: _______ Portion from Outside SLO County: _____% Is this the first year the event will take place? Yes No Locomotiv Coaching dba The Bovine Classic Bryan Yates 213-926-1520 bryan@locomotivcoaching.com 7250 Cortez Ave Atascadero, CA 93422 The Bovine Classic Gravel Ride Annual international cycling event. October 23-24, 2026 Sunken Gardens @ El Camino Real Sunken Gardens @ El Camino Real www.thebovineclassic.com 700 87-89 ATBID | 1/21/26 | Item B1 | Attachment 3 Page 32 of 77 4 If this event has taken place previously, please provide historical data including attendance numbers: __________________________________________________ __________________________________________________________________________ __________________________________________________________________________ ______________________________________________________________ Are tickets sold for your event? If so, please provide the price per ticket and any package opportunities. __________________________________________________________________________ __________________________________________________________________ Crowd Control Safety Plan Details: __________________________________________________________________________ __________________________________________________________________ ______________________________________________________________________ Will the event require an ABC Permit? Yes No Has a City permit been issued for your event or contracted the venue for your event date? Yes No Describe how the event supports Visit Atascadero’s mission and goals: __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________ ______________________________________________________________________ Please refer to attached documentation $220-$250 Will provide closer to date. Brings signficant visitors, revenue, and tax revenue to Atascadero on a predictable annual basis. See attached economic impact report. ATBID | 1/21/26 | Item B1 | Attachment 3 Page 33 of 77 5 Select eligible event tier for your event (eligibility is based on one or more qualifying factors and additional considerations): Additional details about eligible event tier qualification: __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________ __________________________________________________________________________ __________________________________________________________________ Support Request (desired monetary amount or in-kind marketing support): __________________________________________________________________________ __________________________________________________________________ __________________________________________________________________________ __________________________________________________________________ Tier 1 Tier 2 Tier 3 •Attracts 1,500+ attendees •At least 35-40% of target market is out-of-town visitors •Marketing campaigns reach at least 1,000 subscribers •Event encourages multi-night stay in Atascadero •Attracts 750+ attendees •At least 25-30% of target market is out-of-town visitors •Marketing campaigns reach at least 500 subscribers •Event encourages overnight stay in Atascadero •Attracts 750 or less attendees •Marketing message encourages visiting Atascadero •Marketing campaigns reach at least 500 subscribers •Event encourages overnight stay in Atascadero •Event appears sustainable and offers growth potential in number of days and/or attendance to grow to Tier 2 Total Support = Up to $10,000 Total Support = Up to $7,500 Eligible for In-kind Support Please refer to attached economic impact report. We are requesting the the city and TBID review how it considers The Bovine Classic. Considering the revenue this even generates, Atascadero is more of Host City, than a sponsor. We are asking Atascadero to invest $20,000 for that exclusive host city opportunity. ATBID | 1/21/26 | Item B1 | Attachment 3 Page 34 of 77 6 Detail how awarded funding will be utilized, include any in-kind or additional support by sponsors, etc. (Please attach additional sheets as needed). Event Item Amount Ex. Social Media Ads $2,000 Please include all sources of income that have been secured and those that are being solicited to support event (Please attach additional sheets as needed). Income Source Amount Ex. City of Atascadero $2,500 in-kind venue event sponsorship Please describe your paid advertising and the outlets you plan to utilize. Include the amount you plan to spend with each outlet or provide a copy of your marketing plan. Travel Paso Cast Management $2500 $5000 $75,000Locomotiv Coaching/ Bovine Classic ATBID | 1/21/26 | Item B1 | Attachment 3 Page 35 of 77 7 Media Outlet & Geographic Location of advertising Type & Frequency Cost of Advertising Please share your intended public relations outreach. __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________ How will your organization recognize Visit Atascadero’s support (including but not limited to promotional materials, website, and at the event)? __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________ Website Print ads The name Atascadero is attached to nearly everything we produce, because it is the host location. Podcast appearances Newsletters Welcome emails See note above. Visit Atascadero's logo is all over our marketing and event presence. ATBID | 1/21/26 | Item B1 | Attachment 3 Page 36 of 77 8 What opportunities do you plan to offer that specifically promote lodging in Atascadero? __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________ Additional Details: __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ _________________________________________________________ Lodgings page on website for participating hotels Links to hotels in every Welcome Email ATBID | 1/21/26 | Item B1 | Attachment 3 Page 37 of 77 9 Rules and Regulations for Event Coordinators • Event coordinators will be held accountable for promoting and advertising the event, including, but not limited to, listing the event on the Visit SLO CAL website (www.slocal.com) within 30 days of Board approval for funding. • Event coordinators will also be held responsible for ensuring the Visit Atascadero logo and branding is used appropriately on any event materials. This includes ensuring the Visit Atascadero logo is visible on event website and marketing collateral within 30 days of Board approval for funding. Visit Atascadero brand guidelines are available upon request. • Event coordinators should ensure every effort is made to promote the entire Atascadero destination. On the event website, event coordinators should only link to the Visit Atascadero lodging page (www.visitatascadero.com/lodging) and always pay careful attention to never promote specific lodging properties unless individual agreements with those properties have been arranged outside of ATBID activity. • Event coordinators should plan to attend an ATBID Board Meeting following the event to provide an event results presentation, which includes attendee numbers, overnight stays, where attendees are visiting from, event perception and any other pertinent information for the Board. • Visit Atascadero must be offered logo promotion opportunity (ex. Visit Atascadero logo included on event marketing materials like glassware) if event support from the ATBID Board totals $7,500 or more. • Please also reference the Expectations of Event Organizer by Tier to ensure you are correctly and accurately recognizing Visit Atascadero’s support. It is the responsibility of the event organizer to follow up with Visit Atascadero for necessary branding pieces needed to fit the promotion requirements. • Funding will be invoiced based on promotion compliance and specific event expectations. If awarded event support funding, 75% will be paid in advance and 25% paid after the event results report has been received and reviewed. If there are any changes to these funding percentages, they will be determined in advance between the Atascadero TBID liaison/ DMO and the event organizer, as well as invoicing. • The ATBID Event Support Application will not be considered if the event falls on a weekend, Friday- Sunday, from the second week of June through the third week of August of each year. • All event participants and vendors affiliated with the event that are approved for funding by the ATBID Board it is highly recommended that part or all of the event staff is utilizing lodging properties in the Atascadero area. • You must acknowledge and agree to these rules and regulations set forth on Pages 9 & 10. ATBID | 1/21/26 | Item B1 | Attachment 3 Page 38 of 77 10 ***Please include a detailed event budget and marketing strategy. Feel free to attach additional information for consideration with application. ***You must submit copies of additional required documents two weeks prior to event. The Atascadero TBID Board reserves the right to withdraw funding if the appropriate documents are not obtained for the event. IMPORTANT: Future ATBID event support funding requests may be affected should any discrepancies, including, but not limited to, event application, planning, marketing materials or website, be brought to ATBID’s attention. Cancellation Policy: Should the event not take place as presented and scheduled; event coordinators are required to reimburse the ATBID at a determined amount (i.e., amount paid less any advertising costs with required affidavits of advertising and supporting invoices, etc), as part of the event support application policy. If the event is cancelled by the Event Coordinator because of sickness, accidents, riots, strikes, epidemics, inclement weather, acts of God, or any other legitimate conditions beyond either party’s control, the Event Coordinator agrees to provide a financial report showing the current status of funds used. The ATBID Board will follow the official event cancellation protocol and will determine the fund quantity to either be refunded or rolled forward to future events based on the financial report. Applicant Signature __________________________ Date ___________ In case of questions or the need for clarification, please contact the Destination Liaison, Terrie Banish at tbanish@atascadero.org. 1/7/2026 ATBID | 1/21/26 | Item B1 | Attachment 3 Page 39 of 77 This Page Intentionally Left Blank Page 40 of 77 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B2 1/21/26 California Mid-State Fair 2026 Sponsorship Program RECOMMENDATION: ATBID Advisory Board: 1. Receive and file recap of the 2025 California Mid-State Fair sponsorship program. 2. Provide staff direction to renew the California Mid-State Fair sponsorship program for 2026. DISCUSSION: Each year, the California Mid-State Fair (CMSF) provides the City of Atascadero and the ATBID with the opportunity to be a part of the annual sponsorship program. The level of sponsorship is $7,500 and the City and the ATBID share the cost of the program. This event attracts many visitors to the area during the two-and-a-half-week timeframe, where families experience a variety of carnival rides, live entertainment, local bands, concerts, contests, awards, food, merchants, and the renowned livestock program. At the end of 2025, the City met with Fair staff to talk about opportunities into 2026 at the same sponsorship level of the $7,500 with possibly new sponsorship tie-ins during the timeframe of the event along with VIP passes/parking, access to sponsor concert reception area, concert and fair admission ticketing program for Visit Atascadero promotions, sponsor tie-in with branded Visit Atascadero/ Zoo glasses for the wine and distilled spirits awards, sponsor tie-in with Visit Atascadero on Fair’s Instagram promotion, along with sponsor mentions and signage during the fair. The City would like to continue sharing this sponsorship expense with the ATBID as it is a program that promotes both tourism and our local community. There will be an oral presentation at the ATBID meeting to review the former sponsorship program, answer questions and discuss renewal of the 2026 California Mid-State Fair sponsorship program. FISCAL IMPACT: Up to $3,750. ATTACHMENT: 1. 2025 California Mid-State Fair Sponsorship Agreement – Exhibit A Atascadero 2. Mid-State Fair Final Results 2025 Page 41 of 77 ATBID | 1/21/26 | Item B2 | Attachment 1 Page 42 of 77 ATBID | 1/21/26 | Item B2 | Attachment 1 Page 43 of 77 LI5 CA MID-STATE FAIR Home › Latest News › STRONG ATTENDANCE AND COMMUNITY SUPPORT HIGHLIGHT 2025 CA MID-STATE FAIR (https://www.midstatefair.com/fair/article-details.php?id=489) Wednesday, August 6th, 2025 The 79th annual California Mid-State Fair wrapped up 12 exciting days from July 16–27, 2025, bringing the community together to celebrate a favorite local event and summer tradition. From livestock auctions to concerts, carnival rides to rodeo thrills, this year’s Fair celebrated the spirit of agricultural traditions in a beautiful setting and experienced the coolest weather any locals can recall ever experiencing. Overall Attendance The 2025 Fair welcomed 366,216 guests, marking a 6.5% increase over 2024’s total of approximately 335,000. Michelob Ultra Concert Series Concerts in the Chumash Grandstand Arena drew 83,000 ticketed attendees. Although slightly lower than 2024’s numbers, the series delivered a diverse lineup of talent and high energy performances that thrilled audiences. Carnival Carnival revenue totaled $1,692,094, reflecting a 1% decrease from last year. Helm and Sons Amusements continued to delight guests, including with the popular Opening Day free ride promotion. Food & Beverage 37 vendors operating 74 booths reported gross revenues just over $3.3 million in non- alcoholic food and beverage sales - on par with 2024. Alcoholic beverage sales were down, likely due to the cool weather. Special Events • Cattlemen & Farmers Day Awards BBQ sold out with 1,300 attendees • CCWC Gold Medal Wine Tasting • Get Crafty Mixology Contest and Tasting ATBID | 1/21/26 | Item B2 | Attachment 2 Page 44 of 77 Sponsorships The Fair was again supported by over 100 sponsors, contributing more than $1.3 million in cash and in-kind support. Volunteer Hours Friends of the Fair members donated just over 2715 hours of their time leading up to and during the Fair. AUCTION RESULTS Livestock Auctions The 2025 livestock auctions raised over $3.1 million (unofficial) from the sale of hundreds of animals, once again showcasing the commitment of 4-H and FFA youth and the generosity of the community. Industrial Arts Auction This year’s Industrial Arts Auction raised $234,900, continuing its tradition of spotlighting the incredible craftsmanship of local students. All figures are preliminary and subject to final verification. For more information, visit www.midstatefair.com or contact publicity@midstatefair.com. ATBID | 1/21/26 | Item B2 | Attachment 2 Page 45 of 77 This Page Intentionally Left Blank Page 46 of 77 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B3 1/21/26 Quarterly Marketing Report RECOMMENDATION: ATBID Advisory Board to receive and file Verdin Marketing’s Quarterly Marketing Report for Q2 2025. DISCUSSION: Verdin’s marketing quarterly performance report can be found in the stat summary (Attachment 1). Quarter 2 (October – December 2025) stat summary highlights campaign performance, success metrics and areas to optimize to amplify results. Overall marketing performance was strong across paid, owned, and earned channels. Paid media delivered over 3.0M impressions and 13,700+ clicks, with Google Search driving highly qualified traffic and YouTube/OTT achieving very high video completion rates, indicating strong message retention. Meta continued to be the primary performance driver, with retargeting outperforming in efficiency and engagement. Owned media performed exceptionally well, with email open rates around 40–45% and double-digit click rates, exceeding industry benchmarks. Social media saw continued audience growth on both Instagram and Facebook, with Facebook video views increasing significantly. Earned media placements through Visit California, Visit SLO CAL, and regional and national outlets expanded Atascadero’s visibility through both seasonal and evergreen coverage. Website traffic declined year over year due to a shift in paid media budget and tactics; optimization efforts are underway and will be closely monitored in Q3. FISCAL IMPACT: None. ATTACHMENT: 1. ATBID Stat Summary – Q2 FY25-26 2. ATBID Marketing Budget report (FY25-26) Page 47 of 77 Prepared by: Ashlee Akers Chief Strategy Officer Marketing Report Visit Atascadero FY26 | Q2 (Oct-Dec) January 2026 ATBID | 1/21/26 | Item B3 | Attachment 1 Page 48 of 77 In Q2, overall, performance was strong across channels, with paid media effectively supporting both awareness and engagement goals. Google Search continued to drive highly qualified traffic with strong click-through rates, while YouTube and OTT delivered meaningful upper-funnel impact through large- scale reach and very high video completion rates, signaling strong audience attention and message retention. Meta served as the primary performance driver, with prospecting successfully scaling awareness and traffic and retargeting outperforming in efficiency and engagement. Together, the mix balanced upper- and lower-funnel objectives, with clear opportunities to build on results through continued retargeting investment and ongoing creative optimization. Owned media performed strongly this quarter, led by email campaigns with double-digit click rates that significantly exceeded industry benchmarks. Social media also delivered positive results, with continued follower growth on both Instagram and Facebook. While Instagram video views dipped slightly, the change was less than 1% and not a concern, especially as Facebook video views increased by more than 200%. Top-performing social content centered around seasonal and event-driven posts, including Fall Fest, Christmas at the Ranch, and Zoo Boo, reinforcing the value of timely, relevant content. Earned media supported strong visibility through submissions to Visit California and Visit SLO CAL, generating coverage. Placements spanned a healthy mix of seasonal features, such as gift guides and haunted attractions, alongside evergreen content like hidden gems on the Central Coast, helping extend reach throughout the year. As noted below, web performance was impacted by a shift in paid media budget, and this will be closely monitored moving into Q3. MARKETING REPORT FY26 | Q2 2 Performance Summary ATBID | 1/21/26 | Item B3 | Attachment 1 Page 49 of 77 Paid Media Results Channel Creative Impressions Clicks/ Conversions CTR VCR/VR Google Search Key Words 18,795 2,134 11.35%N/A YouTube Your Favorite Neighbor 1,910,351 282 0.01%74.98% Meta Your Favorite Neighbor 754,553 5,936 0.83%N/A Meta Retargeting Fall CarouselCreative 80,222 900 1.13%N/A OTT Retargeting Your Favorite Neighbor 46,342 1 0.002%95.62% Boosted Posts Social Posts onIG & FB 198,253 4,449 2.24%N/A 3 MARKETING REPORT FY26 | Q2 Impressions: 3,008,516 Clicks: 13,702 Avg. CTR: .46% Total Campaign Summary ATBID | 1/21/26 | Item B3 | Attachment 1 Page 50 of 77 Email Marketing Report Verdin developed and deployed three monthly e-newsletters in Q2. They included highlights of upcoming local events, thematic content and seasonal happenings. Below are the results: 4 MARKETING REPORT FY26 | Q2 UNIQUE CLICKS 11.5% OPEN RATE 44.2% UNIQUE CLICKS 15.7% OPEN RATE 44.6% UNIQUE CLICKS 11.7% OPEN RATE 39.4% OCTOBER NOVEMBER DECEMBER ATBID | 1/21/26 | Item B3 | Attachment 1 Page 51 of 77 Social Media Performance 5 MARKETING REPORT FY26 | Q2 INSTAGRAM VIDEO VIEWS 50.1K -.5% FACEBOOK VIDEO VIEWS 97.1K +287% FOLLOWERS 13,721 FOLLOWERS 8,772 +5.8%+4.1% ATBID | 1/21/26 | Item B3 | Attachment 1 Page 52 of 77 Partnerships & PR 6 MARKETING REPORT FY26 | Q2 Visit California/SLO CAL Submissions: Events & Local Celebrations in CA Locally Made in CA Coverage: Between San Jose And Los Angeles Is A Vibrant Downtown, Parks, And Top Zoo In This Artsy Utopia | Islands.com Experience eerie elegance: The ultimate haunted hotels and upscale Halloween getaways | The Mannual Local Treasures: California’s Hidden Museums | Visit CA California’s Spirit of Inclusion | Visit CA San Luis Obispo County: The Ultimate California Escape for Wine, Beaches, and Scenic Adventures | Travel & Tour World Searching for holiday presents in SLO County? Check out this local gift guide | SLO Tribune ATBID | 1/21/26 | Item B3 | Attachment 1 Page 53 of 77 Website Results 7 MARKETING REPORT FY26 | Q2 WEBSITE TRAFFIC 2024 V. 2025 ENGAGED SESSIONS BY CHANNEL TOP PAGES ACTIVE USERS BY CITY ACTIVE USERS BY DEVICE MONTH UNIQUE VISITORS NUMBER OF VISITS PAGES HITS All websitecategories aredown between 32-50% due to achange in paidmedia budget andtactics. The plan isbeing optimized forQ3. RESULTS ATBID | 1/21/26 | Item B3 | Attachment 1 Page 54 of 77 January 14, 2026 Marketing Budget Visit Atascadero | Budget: $265,000 Detailed Spending Actual Actual Actual Actual Actual Actual Proj. Proj. Proj. Proj. Proj. Proj. Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL Remaining Strategy/Planning/Meetings $26,000 $1,997 $1,997 $1,387 $2,104 $1,903 $995 $2,500 $2,500 $2,000 $2,000 $3,000 $3,619 $26,000 $0 Creative Developement $40,000 $2,691 $2,986 $3,188 $3,416 $2,360 $696 $5,000 $5,000 $4,000 $4,000 $3,304 $3,360 $40,000 $0 Photo/Video Asset Development $20,000 - - - - - - - - $10,000 $10,000 - -$20,000 $0 Website Blog and Updates $12,000 $1,309 $1,095 $352 $1,121 $814 $55 $1,000 $1,000 $1,000 $1,255 $1,500 $1,500 $12,000 $0 Social Media $24,000 $1,998 $1,998 $1,998 $1,932 $2,080 $1,981 $2,000 $2,000 $2,000 $2,000 $2,000 $2,015 $24,000 $0 Email Marketing $15,000 $1,000 $1,247 $1,181 $1,231 $1,247 $1,247 $1,250 $1,250 $1,250 $1,250 $1,250 $1,596 $15,000 $0 Public Relations $14,000 $933 $782 $607 $1,848 $615 $201 $2,400 $500 $500 $500 $2,000 $3,115 $14,000 $0 Media Planning $6,000 $495 $479 $627 $495 $446 $495 $500 $500 $500 $500 $500 $464 $6,000 $0 Media Buy $108,000 $5,146 $3,855 $6,600 $7,398 $8,647 $8,605 $9,800 $18,350 $9,800 $9,800 $9,800 $9,700 $107,501 $499 Summary: Actual to Budget Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL TOTAL Invoice Totals $265,000 $15,568 $14,437 $15,940 $19,543 $18,110 $14,276 $24,450 $31,100 $31,050 $31,305 $23,354 $25,369 $264,501 Added Value $1,353 $1,749 $677 $3,779 Additional Scope Actual Actual Actual Actual Actual Actual Proj. Proj. Proj. Proj. Proj. Proj. Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL Remaining Spartan Swag $500 $446 $446 $54 Winter Lodging Promotion $15,000 $11,196 $2,000 $1,804 $15,000 $0 Summary: Actual to Budget Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL TOTAL Invoice Totals $0 $0 $446 $0 $0 $11,196 $2,000 $1,804 $0 $0 $0 $0 $446 Added Value $0 ATBID | 1/21/26 | Item B3 | Attachment 2 Page 55 of 77 This Page Intentionally Left Blank Page 56 of 77 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B4 1/21/26 SLO CAL Visitor Profile Study Co-op Performance Results RECOMMENDATION: ATBID Advisory Board receive and file the SLO CAL Visitor Profile Study Co-op Performance Results. DISCUSSION: Visit SLO CAL’s intention for cooperative marketing is to provide unique opportunities for destination partners and tourism businesses to ride the coattails of Visit SLO CAL investment across paid, owned, and earned channels, and amplify their voices within its House of Brands programming. Visit Atascadero is a proud member of Visit SLO CAL. City staff encourages the ATBID Advisory Board to review and endorse co-op opportunities with Visit SLO CAL whenever they are available and mutually beneficial. The Visitor profile Study Co-op is one that ATBID invested in and we are looking forward to sharing the results of that Co-op. As a co-op partner our destination opted-in to purchase additional questions to run within the study, and the findings from those dedicated questions will be reviewed in an oral presentation by a member of SLO CAL for both the Atascadero destination and the Visitor Profile Study. FISCAL IMPACT: None. ATTACHMENT: None. Page 57 of 77 This Page Intentionally Left Blank Page 58 of 77 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B5 1/21/26 Budget Report Update & Performance Results RECOMMENDATION: ATBID Advisory Board receive and file the Budget Report and Performance Results. DISCUSSION: The ATBID summary and expenditure reports show the expenditures that have been submitted through November 30, 2025 along with the most recent Transient Occupancy Tax (TOT). The ATBID Summary for 25-26 and the new 25-26 Expenditure Detail Report have also been included as attachments to this budget update. SLO CAL Community Intelligence Report along with the STR Report are attached for the month of November. FISCAL IMPACT: None. ATTACHMENTS: 1. ATBID Expenditure Detail Report (FY 25-26) 2. ATBID Summary 25-26 3. Tourism TOT report 1.9.26 4. SLO CAL Community Intelligence Report November 2025 5. STR Reports for November 2025 Page 59 of 77 01/09/2026 CITY OF ATASCADERO 1 2:13PM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 11/30/2025 Periods: 0 through 5 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct UsedBalance Year-to-date Encumbrances Year-to-date ExpendituresExpenditures Adjusted Appropriation Account Number 0000.6000000 Operating Services and Supplies 0000.6050000 Office Expense 0000.6050000 Office Expense 0.00 0.00 250.000.00250.00 0.00 Total Office Expense 0.000.00 0.00 0.00 250.00250.00 0000.6070000 Advertising 0000.6070000 Advertising 0.00 0.00 160,250.000.00160,250.00 0.00 0000.6077025 Digital Media Advertising 0.00 0.00 0.000.000.00 0.00 155,000.00 7/1/2025 po PO 02714 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 0 5,930.62 7/31/2025 ap IN 12489 235Line Description: JULY 2025 DESTINATION MARKETIN Vendor: 06479 VERDIN Check # 182985 -5,930.62 7/31/2025 po LI 12489 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 182985 4,245.48 8/31/2025 ap IN 12519 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183563 -4,245.48 8/31/2025 po LI 12519 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183563 1Page: ATBID | 1/21/26 | Item B5 | Attachment 1 Page 60 of 77 01/09/2026 CITY OF ATASCADERO 2 2:13PM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 11/30/2025 Periods: 0 through 5 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct UsedBalance Year-to-date Encumbrances Year-to-date ExpendituresExpenditures Adjusted Appropriation Account Number 0000.6077025 Digital Media Advertising (Continued) 7,176.82 9/30/2025 ap IN 12592 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183563 -7,176.82 9/30/2025 po LI 12592 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183563 11,401.00 10/31/2025 ap IN 12638 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183829 -11,401.00 10/31/2025 po LI 12638 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183829 -8,960.08 11/30/2025 po LI 12679 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184089 8,960.08 11/30/2025 ap IN 12679 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184089 37,714.00 37,714.00 0.000000.6077025 Digital Media Advertising 117,286.00 -155,000.000.00 0000.6077060 Advertising 0.00 0.00 0.000.000.00 0.00 2Page: ATBID | 1/21/26 | Item B5 | Attachment 1 Page 61 of 77 01/09/2026 CITY OF ATASCADERO 3 2:13PM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 11/30/2025 Periods: 0 through 5 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct UsedBalance Year-to-date Encumbrances Year-to-date ExpendituresExpenditures Adjusted Appropriation Account Number 0000.6077060 Advertising (Continued) 46,500.00 7/1/2025 po PO 02715 235Line Description: DESTINATION MARKETING SERVICES Vendor: 00406 VISIT SLO CAL Check # 0 5,000.00 7/1/2025 po PO 02714 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 0 7,500.00 7/1/2025 ap IN 240346 235Line Description: SP025-059 SPONSORSHIP Vendor: 04221 CALIFORNIA MID-STATE FAIR Check # 182470 -7,500.00 7/1/2025 je GJ JE26 07-14 235Line Description: Rev SP025-059 Sponsorship 3,750.00 7/1/2025 je GJ JE26 07-14 235Line Description: Cor SP025-059 Sponsorship 6,000.00 8/28/2025 ap IN 14871 235Line Description: DESTINATION MARKETING SERVICES Vendor: 00406 VISIT SLO CAL Check # 183120 -6,000.00 8/28/2025 po LI 14871 235Line Description: DESTINATION MARKETING SERVICES Vendor: 00406 VISIT SLO CAL Check # 183120 33,000.00 8/28/2025 ap IN 14876 235Line Description: DESTINATION MARKETING SERVICES Vendor: 00406 VISIT SLO CAL Check # 183120 3Page: ATBID | 1/21/26 | Item B5 | Attachment 1 Page 62 of 77 01/09/2026 CITY OF ATASCADERO 4 2:13PM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 11/30/2025 Periods: 0 through 5 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct UsedBalance Year-to-date Encumbrances Year-to-date ExpendituresExpenditures Adjusted Appropriation Account Number 0000.6077060 Advertising (Continued) -33,000.00 8/28/2025 po LI 14876 235Line Description: DESTINATION MARKETING SERVICES Vendor: 00406 VISIT SLO CAL Check # 183120 -500.00 9/25/2025 po LI 14908 235Line Description: DESTINATION MARKETING SERVICES Vendor: 00406 VISIT SLO CAL Check # 183419 500.00 9/25/2025 ap IN 14908 235Line Description: DESTINATION MARKETING SERVICES Vendor: 00406 VISIT SLO CAL Check # 183419 446.13 9/30/2025 ap IN 12576 235Line Description: SPARTAN SWAG Vendor: 06479 VERDIN Check # 183563 7,500.00 10/21/2025 ap IN 1021252 235Line Description: 2025 CHRISTMAS AT THE RANCH SP Vendor: 09670 VINTAGE TRADITIONS FOUNDATION Check # 183707 462.84 11/18/2025 ap IN 10099979 235Line Description: BILLBOARD - 2025 HOLIDAY TRAIL Vendor: 08832 CG VISUAL SOLUTIONS CORP. Check # 183872 51,658.97 51,658.97 0.000000.6077060 Advertising 12,000.00 -63,658.970.00 Total Advertising 136.4589,372.97 89,372.97 129,286.00 -58,408.97160,250.00 0000.6400000 Operating Supplies Total Operating Supplies 0.000.00 0.00 0.00 0.000.00 4Page: ATBID | 1/21/26 | Item B5 | Attachment 1 Page 63 of 77 01/09/2026 CITY OF ATASCADERO 5 2:13PM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 11/30/2025 Periods: 0 through 5 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct UsedBalance Year-to-date Encumbrances Year-to-date ExpendituresExpenditures Adjusted Appropriation Account Number 0000.6500000 Contract Services 0000.6500000 Contract Services 0.00 0.00 264,500.000.00264,500.00 0.00 0000.6501125 Promotions Consultants 0.00 0.00 0.000.000.00 0.00 105,000.00 7/1/2025 po PO 02714 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 0 9,637.00 7/31/2025 ap IN 12489 235Line Description: JULY 2025 DESTINATION MARKETIN Vendor: 06479 VERDIN Check # 182985 -9,637.00 7/31/2025 po LI 12489 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 182985 10,191.50 8/31/2025 ap IN 12519 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183563 -10,191.50 8/31/2025 po LI 12519 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183563 8,762.75 9/30/2025 ap IN 12592 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183563 5Page: ATBID | 1/21/26 | Item B5 | Attachment 1 Page 64 of 77 01/09/2026 CITY OF ATASCADERO 6 2:13PM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 11/30/2025 Periods: 0 through 5 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct UsedBalance Year-to-date Encumbrances Year-to-date ExpendituresExpenditures Adjusted Appropriation Account Number 0000.6501125 Promotions Consultants (Continued) -8,762.75 9/30/2025 po LI 12592 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183563 8,142.47 10/31/2025 ap IN 12638 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183829 -8,142.47 10/31/2025 po LI 12638 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183829 9,150.00 11/30/2025 ap IN 12679 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184089 -9,150.00 11/30/2025 po LI 12679 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184089 45,883.72 45,883.72 0.000000.6501125 Promotions Consultants 59,116.28 -105,000.000.00 0000.6509032 Additional Promotional Services 0.00 0.00 0.000.000.00 0.00 10,000.00 7/1/2025 ap IN 1160 235Line Description: 2025 BOVINE CLASSIC SPONSORSHI Vendor: 08979 LOCOMOTIV PERFORMANCE COACHING Check # 182492 6Page: ATBID | 1/21/26 | Item B5 | Attachment 1 Page 65 of 77 01/09/2026 CITY OF ATASCADERO 7 2:13PM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 11/30/2025 Periods: 0 through 5 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct UsedBalance Year-to-date Encumbrances Year-to-date ExpendituresExpenditures Adjusted Appropriation Account Number 0000.6509032 Additional Promotional Services (Continued) 25,000.00 7/1/2025 ap IN 975 235Line Description: 2025 FALL FEST GRANT Vendor: 08621 EN FUEGO EVENTS Check # 182478 5,000.00 7/30/2025 ap IN 1005 235Line Description: 25/26 CIDER FESTIVAL SPONSORSH Vendor: 07961 CENTRAL COAST CIDER ASSC. Check # 182742 40,000.00 40,000.00 0.000000.6509032 Additional Promotional Services 0.00 -40,000.000.00 Total Contract Services 54.8285,883.72 85,883.72 59,116.28 119,500.00264,500.00 0000.6600000 Professional Development 0000.6600000 Professional Development 0.00 0.00 8,500.000.008,500.00 0.00 Total Professional Development 0.000.00 0.00 0.00 8,500.008,500.00 0000.6740000 Business Development Total Business Development 0.000.00 0.00 0.00 0.000.00 0000.6900000 Department Service Charges 0000.6900000 Administration 0.00 0.00 5,110.000.005,110.00 0.00 Total Department Service Charges 0.000.00 0.00 0.00 5,110.005,110.00 Total Operating Services and Supplies 82.91175,256.69 175,256.69 188,402.28 74,951.03438,610.00 0000.7000000 Special Purchases, Projects, and Studies 0000.7800000 Community Funding 0000.7805029 Opportunities Fund 0.00 0.00 65,000.000.0065,000.00 0.00 Total Special Purchases, Projects, and Studies 0.000.00 0.00 0.00 65,000.0065,000.00 0000.9000000 Debt Service & Other Uses 0000.9400000 Cash Contributions Total Debt Service & Other Uses 0.000.00 0.00 0.00 0.000.00 72.21175,256.69 175,256.69 188,402.28 139,951.03503,610.00Total Atascadero Tourism Bus Improv Dist 7Page: ATBID | 1/21/26 | Item B5 | Attachment 1 Page 66 of 77 01/09/2026 CITY OF ATASCADERO 8 2:13PM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 11/30/2025 Periods: 0 through 5 Grand Total 175,256.69 175,256.69 72.21188,402.28 139,951.03503,610.00 8Page: ATBID | 1/21/26 | Item B5 | Attachment 1 Page 67 of 77 FUND TYPE 235 Special Revenue YTD ACTUAL* YTD ACTUAL* ACTUAL ACTUAL ACTUAL 2024-2025 2025-2026 BUDGETED 6/30/2022 6/30/2023 6/30/2024 through 06/30/2025 through 11/30/2025 2025-2026 REVENUES 41530.6300 Taxes and Assessments 409,652$ 431,401$ 419,591$ 442,589$ 153,934$ 510,800$ 45920.0003 Assessment Penalties 933 3,904 657 934 2,226 - 46110.0000 Investment Earnings (11,341) 2,966 30,734 35,844 - 16,210 Total Revenue 399,244 438,271 450,982 479,367 156,160 527,010 EXPENSES 6050000 Office Expense 264 - (5) 24 - 250 6070000 Advertising 127,366 126,556 142,357 253,865 89,373 160,250 6500000 Contract Services ** 143,436 163,051 220,803 223,637 97,342 264,500 6600000 Professional Development 731 - 475 830 - 8,500 6900000 Administration 4,106 4,353 4,202 4,435 1,562 5,110 7805029 Opportunities Funding*** - - - - - 65,000 Total Expenses 275,903 293,960 367,832 482,791 188,277 503,610 NET INCOME/(LOSS)123,341 144,311 83,150 (3,423) (32,117) 23,400 BEGINNING AVAILABLE BALANCE 400,770 524,111 668,422 751,572 748,148 728,880 ENDING AVAILABLE BALANCE 524,111$ 668,422$ 751,572$ 748,148$ 716,031$ 752,280$ *Actual numbers are unaudited, not yet finalized and are subject to change ** Contract Services Special Events Atascadero Fall Festival Sponsorship 2025 25,000$ Bovine Classic 10,000 Central Coast Cider Assn 5,000 Destination Marketing Services 45,884 Administrative Services Fee 11,458 97,342$ Atascadero Tourism Business Improvement District (ATBID) Fund 1/9/2026 ATBID | 1/21/26 | Item B5 | Attachment 2 Page 68 of 77 City of Atascadero Tourism Report Transient Occupancy Tax Revenues Jul-Sep Oct-Dec Jan-Mar Apr-Jun 1ST QTR 2ND QTR 3RD QTR 4TH QTR TOTAL Fiscal Year 2014 254,557.46$ 158,389.32$ 134,033.44$ 232,385.37$ 779,365.59$ Fiscal Year 2015 262,246.00$ 171,527.07$ 204,920.33$ 261,362.41$ 900,055.81$ Fiscal Year 2016 387,196.75$ 260,522.61$ 234,591.13$ 359,952.40$ 1,242,262.89$ Fiscal Year 2017 441,814.34$ 259,716.23$ 236,432.90$ 399,564.75$ 1,337,528.22$ Fiscal Year 2018 446,835.24$ 307,035.82$ 237,705.86$ 384,921.01$ 1,376,497.93$ Fiscal Year 2019 442,255.82$ 305,426.85$ 236,855.54$ 406,434.26$ 1,390,972.47$ Fiscal Year 2020 454,062.15$ 325,569.25$ 207,088.63$ 136,898.64$ 1,123,618.67$ Fiscal Year 2021 348,012.06$ 275,644.27$ 241,653.81$ 503,542.34$ 1,368,852.48$ Fiscal Year 2022 *624,858.40$ 498,385.17$ 388,893.34$ 609,246.66$ 2,121,383.57$ Fiscal Year 2023 *625,917.25$ 470,541.39$ 347,201.52$ 583,045.37$ 2,026,705.53$ Fiscal Year 2024 *671,002.30$ 493,566.44$ 331,201.07$ 601,950.80$ 2,097,720.61$ Fiscal Year 2025*630,627.42$ 457,606.37$ 349,681.06$ 606,308.04$ 2,044,222.89$ Fiscal Year 2026*563,735.62$ -$ -$ -$ 563,735.62$ * This report includes receipts in the correct quarter earned, not in the quarter received. It will not be the same as the City's financial statements. ATBID | 1/21/26 | Item B5 | Attachment 3 Page 69 of 77 Source: CoStar Group, STR, LLC. Republication or other reuse of this data without the express written permission of STR, LLC is strictly prohibited. ©Visit SLO CAL, VisaVue, Tourism Economics Community Performance Report San Luis Obispo County , November 2025 Hotel Performance TOT Revenue VisitorArrivals Previous Quarter San Luis Obispo County hotels in November grew supply and demand in tandem, up 5.8% and 3.7% respectively. Given supply growth outpaced demand,occupancy of 60.3% fell 2.1% YOY. While ADR also decreased, by 1.4% vs. last year, demand growth was strong enough to push room revenue +2.2% vs. one year ago, ending at $34.7M. Comp set locations nearly unanimously grew room revenue, with exception to the United States down 1.5%, with ADR growth across the board to support revenue growth, in all locations but SLO County (-1.4%). ADR grew strongest in Santa Barbara County (+4.8%),however, Santa Barbara also reported the steepest decreases in demand (-4.1%) vs. last year. Submarkets for hotel performance reported supply as level or growing across all geographies, with Atascadero (+13.9%), North County (+12.3%) and Paso Robles (+11.9%) growing supply the most. Demand grewfastest in Atascadero (+10.2%), North County (+6.8%), and San Simeon (+6.1%). Rates decreased in most submarkets, the most in Atascadero (-8.4% YOY) and Arroyo Grande (-6.2%). TOT for October totaled $4.9M, up 1.8% YOY. Gains were strongest in SLO City (+16.5%), followed by Paso Robles (+2.1%) and Unincorporated locations(+1.2%). Arroyo Grande notably reported a 30.5% decline, while Grover Beach reported a 62.7% decline. Visitors to San Luis Obispo County in 2025 Q3 (FY 2026 Q1) were 2.3M, up 0.5% from the same quarter one year ago. International visitors decreased 7.2% YOY, but other visitor categories grew: day (0.6%), overnight (0.4%), and domestic (0.6%). Relative to the same period last calendar year (Q1-Q3), visitswere up 3.4%, driven by Day (+5.3%) as well as Overnight (+2.5%), and less by International, which remained down 3.7% YTD YOY (Q1-Q3). Visa card in-market visitor spending for 2025 Q3 totaled $198M, down 0.8% YOY. International spend was down 22.6% YOY, while domestic was down only0.1%. Top origin markets were Santa Barbara ($29.3M), Los Angeles-Long Beach-Anaheim ($25.7M), and Fresno ($16.4M). Top merhcant categories were Eating Places and Restaurants ($51.4M), Hotels/Motels/Resorts ($18.7M), Grocery Stores ($16M) and Automated Fuel Dispensers ($13.4M). 194.7K Hotel Demand ▲ 3.7% YOY - Monthly $4,878,717 Transient Occupancy Tax ▲ 1.8% YOY - Monthly Total Spending for 2025 Q2 YOY - Quarterly 1.7M Visitors for 2025 Q2 ▲ 6.4% YOY - Quarterly ATBID | 1/21/26 | Item B5 | Attachment 4 Page 70 of 77 Source: CoStar Group, STR, LLC. Republication or other reuse of this data without the express written permission of STR, LLC is strictly prohibited. ©Visit SLO CAL Community Lodging San Luis Obispo County , November 2025 Date November 2025 Location Atascadero, CA % Change YOY Report Monthly Based On Fiscal Atascadero, CA Hotel Performance - Monthly Occupancy ADR RevPAR $78$13259.2%18.5K Supply 10.9K Demand $1.4M Revenue ▲ 1.0%▲ 10.2%▲ 13.9% ▼ -11.3% ▼ -8.4% ▼ -3.2% YOY Transient Occupancy Tax Revenue October 2025 - Monthly $4,878,717 San Luis Obispo County ▲ 1.8% YOY Occupancy ADR RevPAR Arroyo Grande, CA Atascadero, CA Cambria, CA Five Cities Morro Bay, CA North Coast North County Paso Robles, CA Pismo Beach, CA San Luis Obispo County San Luis Obispo, CA San Simeon, CA South County 61.8% 59.2% 57.3% 60.1% 55.9% 56.1% 61.4% 62.3% 59.6% 60.3% 64.9% 53.0% 62.3% $121 $132 $202 $210 $134 $162 $177 $195 $214 $178 $172 $119 $192 $116 $126 $109 $121 $127 $107 $111 $120 $75 $78 $75 $91 $63 Hotel Performance by Community November 2025 - Monthly Unincorporated Pismo Beach San Luis Obispo Paso Robles Morro Bay Arroyo Grande Grover Beach 1,184,368, ▼ -0.2% 1,066,591, ▲ 16.5% 1,223,315, ▲ 1.2% 344,860, ▼ -3.3% 79,647, ▼ -30.5% 29,803, ▼ -62.7% 950,133, ▲ 2.1% Transient Occupancy Tax Monthly, % Change YOY 2022 2023 2024 2025 2026 59% AVG Occupancy Atascadero, CA Transient Occupancy Tax San Luis Obispo CountyTotal - Fiscal Year Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun $4.9M Occupancy FY 2023 FY 2024 FY 2025 FY 2026 ATBID | 1/21/26 | Item B5 | Attachment 4 Page 71 of 77 Source: CoStar Group, STR, LLC. Republication or other reuse of this data without the express written permission of STR, LLC is strictly prohibited. ©Visit SLO CAL ;AirDNA (Listing Type = Entire Place, Private Rooms, Shared Rooms, Hotel Rooms, and Not Reported). Short Term Rental data includes all active, 30-day or less rentals regardless of license status and/or collection or payment of T.. Lodging Summary - Hotels and Short Term Rentals San Luis Obispo County , November 2025 Date November 2025 STR Atascadero, CA AirDNA Atascadero Based On Fiscal YOY Change YOY Aggregate Lodging YOY YTD Fiscal YTD YOY Occupancy ADR RevPAR Supply Demand Revenue 52.2%$157.06 $81.95 25.4K 13.3K $2.1M ▼ -2.2%▲ 7.4%▲ 11.8% ▼ -12.5% ▼ -8.9% ▼ -4.0% 57.6%$169.22 $97.52 129.4K 74.6K $12.6M ▼ -8.1% ▼ -1.5%▲ 3.8% ▼ -11.5% ▼ -6.8% ▼ -5.0% Hotels: Atascadero, CA YOY YTD Fiscal YTD YOY 59.2%$131.61 $77.90 18.5K 10.9K $1.4M ▲ 1.0%▲ 10.2%▲ 13.9% ▼ -11.3% ▼ -8.4% ▼ -3.2% 64.9%$140.65 $91.28 94.2K 61.2K $8.6M ▼ -8.7% ▼ -1.0%▲ 5.1% ▼ -13.2% ▼ -7.8% ▼ -5.8% Short Term Rentals: Atascadero YOY YTD Fiscal YTD YOY 33.5%$276.33 $92.68 7.0K 2.3K $645.0K ▼ -8.6% ▼ -4.4%▲ 6.7% ▼ -14.3% ▼ -4.3%▲ 0.2% 38.2%$299.37 $114.23 35.2K 13.4K $4.0M ▼ -6.9% ▼ -3.6%▲ 0.3% ▼ -7.2% ▼ -3.4% ▼ -3.9%Dec-24 Jan-25 Feb-25 Mar-25 Apr-25 May-25 Jun-25 Jul-25 Aug-25 Sep-25 Oct-25 Nov-25 $1.6M $1.2M $1.3M $1.8M $2.2M $2.6M $3.2M $3.1M $3.0M $2.1M $2.3M $2.1M 34% 27%22% 28%29%29% 36%37% 31% 30%29%31% Lodging Revenue & Contribution Atascadero, CA (Hotels) and Atascadero (Short Term Rentals) % Share Short Term Rentals Aggregate Revenue ATBID | 1/21/26 | Item B5 | Attachment 4 Page 72 of 77 Source: Azira Monthly Visitation San Luis Obispo County , November 2025 Date November 2025 Report Monthly Based On Fiscal 76% Overnight Trip Share 2.0 days Avg. Length of Stay 57% Repeat Trip Share Top 15 Points of Interest November 2025 - Monthly % Overnight % Repeat San Luis Obispo Paso Robles Pismo Beach Atascadero Morro Bay 46 East Paso Wine Country Arroyo Grande Downtown Paso Robles Nipomo Cambria Downtown Cambria Grover Beach Downtown Pismo Beach Templeton 46 West Paso Wine Country 61.5% 62.6% 55.3% 64.1% 64.5% 64.5% 64.4% 60.1% 60.8% 59.7% 63.7% 63.9% 62.0% 63.4% 62.8% 76.7% 73.0% 77.5% 79.8% 78.7% 78.7% 73.4% 77.0% 77.8% 56.4% 78.6% 72.5% 75.6% 71.2% 77.5% % Share of Total 2.1% 2.7% 4.0% 4.9% 5.3% 5.5% 5.6% 6.1% 7.2% 9.0% 9.3% 11.2% 16.8% 18.9% 22.4% Los Angeles-Long Beach-Anaheim, CA Fresno, CA Bakersfield-Delano, CA San Francisco-Oakland-Fremont, CA San Jose-Sunnyvale-Santa Clara, CA Riverside-SanBernardino-Ontario, CA Visalia, CA Sacramento-Roseville-Folsom, CA Oxnard-ThousandOaks-Ventura, CA San Diego-ChulaVista-Carlsbad, CA 13.9% 7.8% 7.7% 7.1% 4.9% 4.7% 4.2% 4.0% 3.2% 2.8% Top 10 Domestic Origin Markets November 2025 - Monthly, % Share of Trips Share of Repeat Visits to SLO County Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 57.0% Share of Overnight Visits to SLO County Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 76% FY 2023 FY 2024 FY 2025 FY 2026 ATBID | 1/21/26 | Item B5 | Attachment 4 Page 73 of 77 Source: Azira Community Cross-Visitation Atascadero , November 2025 Date November 2025 Report Monthly Based On Fiscal Primary Atascadero 72.5% Overnight Visitors 63.9% Repeat Share San Luis Obispo Paso Robles Pismo Beach 46 East Paso Wine Country Morro Bay Templeton Arroyo Grande 46 West Paso Wine Country Grover Beach Santa Margarita Nipomo Avila Beach Shandon Oceano Los Osos & Baywood Park 26.8% 26.7% 22.8% 15.0% 10.6% 10.2% 8.0% 5.6% 5.5% 5.2% 4.9% 4.4% 4.0% 2.8% 2.8% Top Cross-Visited Communities From Atascadero Communities visited by those starting their trip in Atascadero Los Angeles, CA Fresno-Visalia, CA San Francisco-Oakland-San Jose, CA Monterey-Salinas, CA Sacramento-Stockton-Modesto, CA Bakersfield, CA Santa Barbara-Santa Maria, CA San Diego, CA Chico-Redding, CA Phoenix, AZ Palm Springs, CA Dallas-Ft. Worth, TX Las Vegas, NV Seattle-Tacoma, WA Houston, TX 17.3% 16.3% 14.5% 8.5% 6.9% 5.8% 2.5% 2.3% 2.0% 1.9% 1.8% 1.2% 0.7% 0.7% 0.7% Top Origin Markets Primary Community Visited: Atascadero Origin markets of those starting their tripin Atascadero who cross-visited elsewhere Huasna Cayucos Oceano Ragged Point Morro Bay San Luis Obispo Cambria Pismo Beach Paso Robles Los Osos & Baywood Park Creston Nipomo Grover Beach Arroyo Grande 1.7 1.6 1.6 1.6 1.5 1.5 1.5 1.5 1.5 1.5 1.5 1.5 1.5 1.5 Top Average Communities Visited per Trip All Community Visitors Average number of communities visited per trip during November 2025 (Month) ATBID | 1/21/26 | Item B5 | Attachment 4 Page 74 of 77 Source: CoStar Group, STR, LLC. Republication or other reuse of this data without the express written permission of STR, LLC is strictly prohibited. ©Visit SLO CAL, Azira, OAG, VisaVue, Tourism Economics Quarterly Spending and Visits San Luis Obispo County , November 2025 Period Ending 2025 Q2 Report Quarterly Based On Fiscal Atascadero, CA Hotel Performance April - June 2025 Occupancy ADR RevPAR $96$14765.0%56.1K Supply 36.5K Demand $5.4M Revenue Transient Occupancy Tax Revenue April - June 2025 $17,194,947 Los Angeles, CA Fresno-Visalia, CA San Francisco-Oakland-San Jo.. Bakersfield, CA Sacramento-Stockton-Modesto.. Monterey-Salinas, CA San Diego, CA Palm Springs, CA Santa Barbara-Santa Maria-Sa.. Phoenix, AZ 1.8% 2.3% 2.3% 3.0% 4.4% 7.7% 8.4% 13.3% 17.4% 19.2% Top 10 Domestic Origin Markets April - June 2025, % Share of Trips Phoenix, AZ Seattle, WA San Diego, CA Portland, OR Denver, CO San Francisco, CA Los Angeles, CA Dallas-Fort Worth, .. Las Vegas, NV Chicago, IL 10.2% 8.7% 8.6% 5.5% 5.2% 3.8% 3.1% 3.0% 2.3% 1.7% Top 10 Origin Markets by Air April - June 2025, % Share of Total WY WV WI WA VT VI VA UT TX TN Domestic Visitor Spending* April - June 2025 , % Share of Spending *Excluding Residents 72.3%Overnight 27.7%Day 1.7M Visitors Total Visitation April - June 2025% Share of Trips 49.4% Deplanements 50.6% Enplanement 216.1K Passengers Airport Deplanements & Enplanement April - June 2025SLO CAL Regional Airport ATBID | 1/21/26 | Item B5 | Attachment 4 Page 75 of 77 Source: Community Benchmark Community Benchmark Wineries San Luis Obispo County , November 2025 Date November 2025 % Change YOY Report Monthly Based On Fiscal Region All Visitors Tasting Room Sales DTC Total Sales On-Site Event Sales $1.19M$83.2M$21.8M0.17M ▲ 6.4% ▼ -21.1% ▼ -9.8% ▼ -8.4% YOY Switch Visitors Switch Tasting Room Sales Switch DTC Total Sales Switch On-Site Event Sales 12,430437,839116,551942 ▲ 6.4% ▼ -21.1% ▼ -9.8% ▼ -8.4% YOY SLO CAL Region Visitation by Year November 2025 - Monthly FY 2023 FY 2024 FY 2025 FY 2026 46 East/Backroads 46 West & Templeton Gap Adelaida/Vineyard/Peachy Downtown Paso/ Tin City SLO Area 11.0K 13.0K 11.5K 2.8K 5.7K 12.5K 22.0K 7.9K 2.5K 5.3K 12.3K 22.5K 7.5K 2.5K 4.9K 10.7K 19.2K 6.5K 2.2K 4.5K Average DTC Sales by Region November 2025 - Monthly FY 2023 FY 2024 FY 2025 FY 2026 46 East/Backroads 46 West & Templeton Gap Adelaida/Vineyard/Peachy Downtown Paso/ Tin City SLO Area $2.1M $2.2M $2.6M $0.4M $1.0M $1.4M $2.3M $9.6M $0.6M $0.9M $1.4M $2.5M $8.2M $0.4M $1.5M $1.2M $3.4M $5.6M $0.3M $0.7M Total Visitors Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 43K Total DTC Sales Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun $11,277.6K FY 2022 FY 2023 FY 2024 FY 2025 FY 2026 ATBID | 1/21/26 | Item B5 | Attachment 4 Page 76 of 77 Currency: USD - US Dollar Percent Change from November 2024 Percent Change from YTD 2024 November 2025 2025 2024 2025 2024 2025 2024 Occ ADR RevPAR Room Rev Room Avail Room Sold 2025 2024 2025 2024 2025 2024 Occ ADR RevPAR Room Rev Room Avail Room Sold Census Sample Census Sample Arroyo Grande, CA+61.8 58.8 120.56 128.52 74.51 75.54 5.1 -6.2 -1.4 -1.4 0.0 5.1 65.6 64.1 139.72 141.82 91.62 90.91 2.3 -1.5 0.8 0.8 0.0 2.3 7 4 438 371 Atascadero, CA+59.2 61.1 131.61 143.62 77.90 87.80 -3.2 -8.4 -11.3 1.0 13.9 10.2 61.3 64.0 136.69 145.07 83.72 92.83 -4.3 -5.8 -9.8 -7.8 2.3 -2.1 8 6 616 575 Cambria, CA+57.3 58.6 202.36 203.50 115.92 119.33 -2.3 -0.6 -2.9 -2.7 0.1 -2.2 66.0 64.0 209.20 212.28 138.07 135.88 3.1 -1.5 1.6 1.8 0.1 3.3 21 14 751 480 Morro Bay, CA+55.9 57.6 134.18 141.45 75.04 81.47 -2.9 -5.1 -7.9 -7.7 0.2 -2.7 62.5 63.0 148.40 154.16 92.82 97.18 -0.8 -3.7 -4.5 -4.1 0.4 -0.4 31 10 969 470 Paso Robles, CA+62.3 66.0 194.69 200.36 121.26 132.21 -5.6 -2.8 -8.3 2.7 11.9 5.7 67.6 65.9 199.08 201.65 134.59 132.95 2.5 -1.3 1.2 5.2 3.9 6.5 24 12 1640 1126 Pismo Beach, CA+59.6 60.1 214.05 210.56 127.49 126.50 -0.9 1.7 0.8 1.2 0.4 -0.5 67.0 65.9 237.52 235.64 159.24 155.21 1.8 0.8 2.6 3.6 1.0 2.8 30 17 2120 1605 San Luis Obispo, CA+64.9 66.7 171.69 171.07 111.36 114.06 -2.7 0.4 -2.4 4.8 7.4 4.5 71.0 69.7 183.22 180.91 130.15 126.13 1.9 1.3 3.2 6.0 2.7 4.6 41 23 2635 1879 San Simeon, CA+53.0 49.9 118.60 126.09 62.80 62.93 6.1 -5.9 -0.2 -0.2 0.0 6.1 56.0 57.4 135.86 139.29 76.05 79.93 -2.5 -2.5 -4.9 -4.9 0.0 -2.5 10 4 601 248 Five Cities+60.1 59.9 210.28 207.22 126.33 124.22 0.2 1.5 1.7 2.6 0.9 1.1 67.0 65.8 231.82 230.24 155.37 151.42 1.9 0.7 2.6 3.7 1.1 3.0 47 25 2980 2187 North Coast+56.1 55.2 162.44 167.71 91.18 92.54 1.7 -3.1 -1.5 -1.4 0.1 1.8 62.3 61.5 175.68 178.95 109.51 110.07 1.3 -1.8 -0.5 -0.4 0.1 1.4 40 18 1520 728 North County+61.4 64.5 177.26 184.96 108.80 119.39 -4.9 -4.2 -8.9 2.3 12.3 6.8 65.8 65.3 181.52 184.70 119.36 120.65 0.7 -1.7 -1.1 2.3 3.4 4.1 33 18 2283 1701 South County+62.3 63.0 191.69 190.11 119.50 119.82 -1.1 0.8 -0.3 3.6 3.8 2.7 68.9 67.6 208.73 206.97 143.83 139.93 1.9 0.9 2.8 4.7 1.8 3.8 87 48 5597 4066 San Luis Obispo County 60.3 61.6 178.18 180.65 107.46 111.24 -2.1 -1.4 -3.4 2.2 5.8 3.7 66.4 65.8 191.88 192.61 127.45 126.69 1.0 -0.4 0.6 3.0 2.4 3.4 201 95 10760 7097 SOURCE: CoStar, STR, LLC. REPUBLICATION OR OTHER REUSE OF THIS DATA WITHOUT THE EXPRESS WRITTEN PERMISSION OF STR, LLC IS STRICTLY PROHIBITED. A blank row indicates insufficient data. Current Month - November 2025 vs November 2024 Occ % 2025 © CoStar Group. This STR Report is a publication of STR, LLC and STR Global, Ltd., CoStar Group companies, and is intended solely for use by paid subscribers. The information in the STR Report is provided on an “as is” and “as available” basis and should not be construed as investment, tax, accounting or legal advice. Reproduction or distribution of this STR Report, in whole or part, without written permission is prohibited and subject to legal action. If you have received this report and are NOT a subscriber to this STR Report, please contact us immediately. Source: 2025 STR, LLC / STR Global, Ltd. trading as "STR". Year to Date - November 2025 vs November 2024 Occ %RevPAR Rooms Participation PropertiesADRRevPARADR ATBID | 1/21/26 | Item B5 | Attachment 4 Page 77 of 77