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TBID_2026-04-15_Meeting 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 79 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA Wednesday, April 15, 2026, at 2:30 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. PRESENTATION: 1. County Update from Supervisor Heather Moreno 5th District County Supervisor, Heather Moreno A. CONSENT CALENDAR: 1. ATBID Board Draft Action Minutes – March 18, 2026, Special Meeting Minutes ▪ Recommendation: ATBID Advisory Board approve March 18, 2026, Special Meeting Draft Action Minutes. [City] B. BUSINESS ITEMS: 1. 2026-2027 ATBID Annual Assessment Review ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board review and provide staff direction on any changes to the Annual Assessment for the second year of the two-year budget cycle for the 2026-2027 fiscal year. [City] 2. VisitAtascadero.com Expanded Calendar Offerings ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board to review and provide staff direction on adding event venues, signature events and attractions, within close proximity be added to the Event Calendar on the VisitAtascadero.com website. [City & Verdin Marketing] Page 2 of 79 3. Neighborhood Tab Campaign Extension ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board to discuss and provide staff direction to continue the Winter Neighborhood Tab Campaign promotion into the Spring timeframe. [Verdin Marketing] 4. Quarterly Marketing Report ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board to receive and file Verdin Marketing’s Quarterly Marketing Report for Q3 2026. [Verdin Marketing] 5. 2026 IPW Conference Delegate Update ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board review and provide staff direction regarding delegate assignment for participation at the 2026 IPW conference. [City] 6. Budget Report Update & Performance Results ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file the Budget Report Update & 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. 2026-2027 Marketing Plan Review (May). 2. Event recap for Christmas at Santa Margarita Ranch (May). 3. Event recap & renewal for Garden Lights & Winter Nights (May). F. ADJOURNMENT: Page 3 of 79 ATBID | 04/15/26 | Item A1 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA DRAFT SPECIAL MEETING MINUTES Wednesday, March 18, 2026, at 2:30 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 2:31 P.M. ROLL CALL: Present: Board Members Clint Pearce, Sarah Maggelet and Christopher Oh, Vice Chairperson Sohi, Chairperson Harden Vacant: None. Absent: None. Staff Present: Terrie Banish, Director Community Services & Promotions PUBLIC COMMENT: Chairperson Harden opened public comment. The following citizens provided public comment: None Chairperson Harden closed public comment. PRESENTATION: 1. Atascadero Economic Development Update Deputy Director of Economic Development, Loreli Cappel A. CONSENT CALENDAR: 1. ATBID Board Draft Action Minutes – February 18, 2026, Regular Meeting Minutes ▪ Recommendation: ATBID Advisory Board approve February 18, 2026, Regular Meeting Draft Action Minutes. [City] MOTION BY: Pearce SECOND BY: Oh 1. Approve Consent Calendar. AYES (5): Pearce, Maggelet, Oh, Sohi, Harden ABSENT (0): None. VACANT (0): None. Passed 5-0 Page 4 of 79 ATBID | 04/15/26 | Item A1 B. BUSINESS ITEMS: 1. California Mid-State Fair 2026 Sponsorship Program Details ▪ Fiscal Impact: None. ▪ Recommendation ATBID Advisory Board receive and file recap of the California Mid-State Fair (CMSF) Sponsorship Program Details. [CMSF/ Gina Fitzpatrick] Gina Fitzpatrick from Mid-State Fair presented the items and answered questions from the board. (Exhibit A) PUBLIC COMMENT: Chairperson Harden opened public comment. The following citizens provided public comment on this item: None. Chairperson Harden closed public comment. The Board received and filed the recap of the California Mid-State Fair Sponsorship Program Details. 2. Budget Update, Central Coast Zoo Attendance by Region Report & Performance Results ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file the Budget update, Central Coast Zoo Attendance by Region Report & Performance Results. [City] Director Banish with the City presented the item and answered questions from the board. (Exhibit B) PUBLIC COMMENT: Chairperson Harden opened public comment. The following citizens provided public comment on this item: None. Chairperson Harden closed public comment. The Board received and filed the Budget update, Central Coast Zoo Attendance by Region Report & 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: Board Members request Heather Moreno present at a future meeting to discuss updates on county events. E. FUTURE AGENDA ITEMS: (This section set aside for open discussion on future agenda items) 1. ATBID Annual Reserve Discussion (April). 2. Quarterly Marketing Recap (April). 3. County update from Supervisor Heather Moreno (April). 4. ATBID Annual Budget Assessment Approval (May). 5. Event recap for Christmas at Santa Margarita Ranch (May). 6. Event recap & renewal for Garden Lights & Winter Nights (May). Page 5 of 79 ATBID | 04/15/26 | Item A1 F. ADJOURNMENT: Chairperson Harden adjourned the meeting at 4:17 P.M. MINUTES PREPARED BY: ______________________ Ashley Zamora Recreation Coordinator Exhibit A: 2025 California Mid-State Fair Results Report Exhibit B: Visit Atascadero Marketing Budget Page 6 of 79 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B1 4/15/26 2026-2027 ATBID Annual Assessment Review RECOMMENDATION: ATBID Advisory Board review and provide staff direction on any changes to the Annual Assessment for the second year of the two-year budget cycle for the 2026-2027 fiscal year. DISCUSSION: Each year, the ATBID Annual Assessment is brought before City Council to approve the ATBID Annual Report and adopt the Draft Resolution declaring the intent to levy an annual Business Assessment on the lodging businesses within the Atascadero Tourism Business Improvement District and set a public hearing date at the first City Council meeting in June. The City of Atascadero established the Atascadero Tourism Business Improvement District (ATBID) to levy annual assessments under the Parking and Business Improvement Area Law of 1989, by adopting Title 3, Chapter 16 of the Atascadero Municipal Code in April 2013. The activities to be funded by the assessments, on lodging businesses within the ATBID, are tourism promotions and marketing programs to promote the City as a tourism destination. The formation and operation of a Tourism Business Improvement District is governed by the California Streets and Highways Code (Section 36500 et. Seq.). The budget for the ATBID is submitted in conjunction with the City’s annual budget. The City Council appointed ATBID Advisory Board Members to serve at the pleasure of the Council. The Advisory Board is made up of lodging business owners, or employees, or other representatives holding the written consent of a lodging business owner within the ATBID area. The ATBID Advisory Board Members represent four (4) hoteliers and one (1) vacation/ short term rental/ B&B category. The Streets and Highways Code requires that the Advisory Board provide a specific report to the City Council annually for the expenditure of funds derived from the assessment paid by lodging businesses within the City. The annual report must identify: (1) proposed activities, programs, and projects for the fiscal year; (2) the approximate cost of such activities, programs and projects for the fiscal year; (3) the method and basis of levying the assessment; (4) the amount of surplus or deficit revenues carried over from a previous fiscal year; and (5) contributions received other than assessments. The annual report must meet the requirements of the California Streets and Highways Code §36533. The City Council may approve the report as filed or may modify any contained in the report and approve it as modified. Assessments are collected and remitted by each lodging business equal to 2.5% of the rent charged by the business as defined in Atascadero Municipal Code Section 3-16 and Section 3-03. ATBID assessment revenue in fiscal year 2026-2027 is expected to be approximately $534,030, which includes the Assessment increase from 2% to 2.5% that started on January 9, 2025. The Assessment increase of 0.5% is focused on improvements to the Zoo and adjacent areas in Lake Park to drive Page 7 of 79 This Page Intentionally Left Blank Page 8 of 79 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B1 4/15/26 events, tourism and additional hotel stays. Expenses for 2026-2027 are projected to be $546,340. The net change in the fund balance for 2026-2027 is projected to be $4,410, and the fund balance is projected to be $756,690 on June 30, 2027. The Annual Report includes the above assumptions. This meeting is to review the Annual Assessment and then proceed to take it to Council to approve the Annual Report, adopt the Resolution of Intention, and set a date and time for a public hearing. The purpose of the public hearing is to receive public comment prior to the assessment being collected. Staff is proposing that the hearing be conducted at the regular City Council meeting scheduled for June 9, 2026. FISCAL IMPACT: None. ATTACHMENT(S): 1. ATBID Annual Report DRAFT 2. ATBID Draft Resolution Page 9 of 79 ATBID | 4/15/26 | Item B1 | Attachment 1 Atascadero Tourism Business Improvement District (ATBID) Annual Report DRAFT Fiscal Year 2026-2027 (Pursuant to Streets & Highways Code Section 36533) 1. Proposed activities, programs and projects for the fiscal year: • Contract Services o Marketing Firm o Destination Management o Administration Services • Marketing Plan • Maintenance of Visual Assets o Photography & Content o Creative Services • Digital Marketing o Website Content & Updates (i.e., Visit Atascadero; SLO CAL) o Social Media • Advertising o Print & Promotional Items o Digital o Reactive & Co-op Opportunities • Public Relations o Group FAM (familiarization tours for journalists, tour operators and meeting & event coordinators) o Individual Journalist Hosted Itineraries; Attend conferences. o Press Releases • Tour & Travel o Collaboration with Central Coast Tourism Council (CCTC) Familiarization Tours (FAMs) o Collaboration with Visit California FAMs o Collaboration with San Luis Obispo County’s Tourism Marketing District (SLO CAL) FAMs • Consumer Outreach o Event Sponsorships Opportunities o Event Marketing o Email Marketing • Administration of TBID fund o The .5% assessment of the total 2.5% assessment funds is currently in place for improvements to the Zoo, and adjacent areas in Lake Park to drive events, tourism and additional hotel stays. 2. Approximate cost of such activities, programs and projects for the 2026-2027 fiscal year is projected to be$546,030. 3. Amount of fund balance as of June 30, 2026, is projected to be $752,280. 4. Estimated fund balance for June 30, 2027, is budgeted at $756,690. 5. Contributions received other than assessments: Page 10 of 79 ATBID | 4/15/26 | Item B1 | Attachment 1 • Estimated interest income of $16,210 for fiscal year 2025-2026. • Estimated interest income for fiscal year 2026-2027 is budgeted at $16,720. 6. Assessments are collected and remitted by each lodging business equal to 2.5% of the rent charged by the business as defined in Atascadero Municipal Code Section 3-16 and Section 3-03. Page 11 of 79 ATIB | 4/15/26 | Item B1 | Attachment 2 DRAFT RESOLUTION RESOLUTION OF THE CITY COUNCIL OF THE CITY OF ATASCADERO, CALIFORNIA, DECLARING ITS INTENTION TO LEVY AN ANNUAL ASSESSMENT ON LODGING BUSINESSES WITHIN THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT, PURSUANT TO STREETS & HIGHWAYS CODE SECTION 36500 ET SEQ. WHEREAS, the City of Atascadero (“City”) has formed the Atascadero Tourism Business Improvement District (ATBID), pursuant to Section 36500 of the Streets & Highways Code of the State of California; and WHEREAS, the City Council has received an annual report pursuant to Section 36533 of said Code; and WHEREAS, the City Council has approved said report and is required to adopt a resolution of intention pursuant to Section 36534. NOW, THEREFORE BE IT RESOLVED, by the City Council of the City of Atascadero: SECTION 1. The City Council hereby declares its intent to levy and collect assessments within the Atascadero Tourism Business Improvement District for Fiscal Year 2026-2027. SECTION 2. The ATBID includes all of the lodging businesses, including hotels, motels, short-term rentals, and each business defined as a “hotel” in Section 3-3.02 of Chapter 3 (Transient Occupancy Tax) of the Atascadero Municipal Code (“Lodging Businesses”) within the corporate boundaries of the City. SECTION 3. The activities to be funded by the levy of assessments against Lodging Businesses within the ATBID are tourism promotions and marketing programs to promote the City as a tourism destination and projects, programs, and activities that benefit Lodging Businesses located and operating within the boundaries of the ATBID. The proposed activities will primarily be targeted at increasing transient stays at Lodging Businesses. SECTION 4. The City Council sets June 9, 2026, as the date of the public hearing on the levy of assessments. The public hearing will be held at 6:00 p.m. or as soon thereafter as practicable, in the City of Atascadero Council Chambers, 6500 Palma Ave., Atascadero, California 93422. SECTION 5. A protest may be made orally or in writing by any owner of a Lodging Business that is within the ATBID boundaries and subject to the ATBID assessment. Written protests must be received by the City Clerk, City of Atascadero, before the close of the public hearing and may be delivered or mailed to the City Clerk, Atascadero, 6500 Palma Avenue, Atascadero, California 93422. A written protest may be withdrawn in writing at any time before the conclusion of the public hearing. SECTION 6. Further information regarding the proposed ATBID may be obtained from the Community Services & Promotions Department, City of Atascadero, 6500 Palma Avenue, Atascadero, CA 93422. Page 12 of 79 ATIB | 4/15/26 | Item B1 | Attachment 2 SECTION 7. The City Clerk is directed to provide notice of the public hearing on the proposed ATBID by causing this resolution to be published once in a newspaper of general circulation in the City not less than seven days before said hearing. PASSED AND ADOPTED at a regular meeting of the City Council held on the ___th day of June, 2026. On motion by Council Member _________ and seconded by Council Member _______, the foregoing Resolution is hereby adopted in its entirety on the following roll call vote: AYES: NOES: ABSENT: ADOPTED: CITY OF ATASCADERO ___________________________________ Charles Bourbeau, Mayor ATTEST: ___________________________________ Lara K. Christensen, City Clerk Page 13 of 79 This Page Intentionally Left Blank Page 14 of 79 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B2 4/15/26 VisitAtascadero.com Expanded Calendar Offerings RECOMMENDATION: ATBID Advisory Board to review and provide staff direction on adding event venues, signature events and attractions, within close proximity be added to the Event Calendar on the VisitAtascadero.com website. BACKGROUND: In San Luis Obispo County, there are several event venues, signature events and attractions that lend themselves to being listed on our Events or Things-to-do sections of the VisitAtascadero.com website. The variety of entertainment is typically a 20-mile radius and are a popular venue/ experience, that should be considered as an addition to our website. These calendar offerings include but are not limited to the following: ➢ Events: Margarita & Avocado Festival and Kite Festival in Morro Bay, Paso Robles Wine Festival and Firestone Walker Invitational in Paso Robles ➢ Attractions: Sensorio, Paso Robles. Note: California Mid State Fair is already listed under events. ➢ Entertainment: Vina Robles Ampitheater The criteria could be established as North County and North Coast, where we are keeping the area within a 20-mile radius of the City and not sending them too far away to encourage overnight stays in another city. We have already established our working relationship through sponsorships with events like Christmas at the Ranch and the California Mid State Fair, and we can continue to do that where it makes sense. FISCAL IMPACT: None. ATTACHMENT: None. Page 15 of 79 This Page Intentionally Left Blank Page 16 of 79 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B3 4/15/26 Neighborhood Tab Campaign Extension RECOMMENDATIONS: ATBID Advisory Board to discuss and provide staff direction to continue the Winter Neighborhood Tab Campaign promotion into the Spring timeframe. BACKGROUND: At the October ATBID Meeting the Board approved the Visit Atascadero Micro Campaign outlining a short-term promotion called “The Neighborhood Tab,” aimed at driving immediate visitation and overnight stays in Atascadero. The campaign offered visitors a $50 gift card at check-in when they book a two-night stay at a participating hotel using the promo code NEIGHBORHOODTAB, encouraging both hotel occupancy and local spending The campaign launched on December 25, 2025, with nine lodging partners and was supported by paid media, social media and email marketing. The campaign generated over 24,000 landing page views and more than 72,000 engagements with paid media delivering strong reach across Meta and Google platforms. In total, the campaign produced 143 room nights and approximately $24,059 in lodging revenue against the $22,388 investment. Remaining gift cards are available for the Board to consider either extending the campaign or reallocating toward another marketing efforts. Overall, the campaign increased visibility, engaged lodging partners and drove measurable visitation while providing insights to inform future promotions. DISCUSSION: Due to the success of this promotion, staff is recommending that the campaign continue until the end of May prior to the Memorial Day weekend. The Board will receive an update from Verdin Marketing on the final details of the campaign (Attachment 1) and share other ideas for “Stay & Play” promotions like this one. FISCAL IMPACT: None. ATTACHMENTS: 1. Neighborhood Tab Report Page 17 of 79 April 2026 Visit Atascadero Neighborhood Tab Promotion ATBID | 4/15/26 | Item B3 | Attachment 1 Page 18 of 79 Program Recap ATBID | 4/15/26 | Item B3 | Attachment 1 Page 19 of 79 Recap ●Initial outreach to all lodging partners on 11/25 (136 opens, 57.6% open rate) ●Secured 9 lodging partners ●Developed dedicated landing page ●Purchased 105 gift cards ($50 value each) ●Shared marketing tool kit with participating partners on Dec 15 ●Launched Dec 26 ●Promoted through paid media, social media and email marketing ATBID | 4/15/26 | Item B3 | Attachment 1 Page 20 of 79 Program Results ATBID | 4/15/26 | Item B3 | Attachment 1 Page 21 of 79 Landing Page ●Webpage Views: 24,095 ●Page engagements: 72,264 Toolkit ●Logo graphics ●Poster ●Social graphics ●How-to Guide ATBID | 4/15/26 | Item B3 | Attachment 1 Page 22 of 79 Social Media ●Social media reach: 11,541 ●Total engagements: 389 Email Marketing ●Sent designated email on 1/2/26 ●Distributed to 4,637 subscribers ●Open rate: 36.3% ●Clicks to landing page: 95 ATBID | 4/15/26 | Item B3 | Attachment 1 Page 23 of 79 ●Google Search ○Impressions: 174,772 ○Clicks: 4,537 ○CTR: 2.60% ●Google Discovery/YouTube ○Impressions: 1,171,842 ○Clicks: 17,648 ○CTR: 1.51% ●Display Retargeting ○Impressions: 169,457 ○Clicks: 38 ○CTR: 0.03% Paid Media ●Meta (FB/IG) ○Impressions: 1,871,960 ○Clicks: 33,328 ○CTR: 1.78% ●Meta retargeting (FB/IG) ○Impressions: 159,392 ○Clicks: 3,001 ○CTR: 1.88% ATBID | 4/15/26 | Item B3 | Attachment 1 Page 24 of 79 Let Us Pick Up the Tab! ●Gift cards purchased: 105 ●Gift cards remaining: 42 ●Nights booked: 143 ●Total Revenue: $24,059 ●Total investment: $22,388 ○Gift cards: $6,106 ○Coordination/Design: $6,282 ○Paid media hard costs: $10,000 ATBID | 4/15/26 | Item B3 | Attachment 1 Page 25 of 79 Promotion Extension ●Redistribute remaining gift cards ●Activate campaign creative in current media plan ●Reshare in social media and email marketing ATBID | 4/15/26 | Item B3 | Attachment 1 Page 26 of 79 Questions ATBID | 4/15/26 | Item B3 | Attachment 1 Page 27 of 79 This Page Intentionally Left Blank Page 28 of 79 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B4 4/15/26 Quarterly Marketing Report RECOMMENDATION: ATBID Advisory Board to receive and file Verdin Marketing’s Quarterly Marketing Report for Q3 2026. DISCUSSION: Verdin’s marketing quarterly performance report can be found in the stat summary (Attachment 1). Overall marketing performance for Visit Atascadero in Q3 (January -March 2026) remained strong across paid, owned, and earned channels. Paid media delivered 1.9M impressions and more than 30,000 clicks, with Google Search continuing to drive highly qualified traffic (3.89% CTR) and Meta leading overall performance with the highest click volume (17,486) and strongest CTR (4.47%). YouTube and OTT supported upper-funnel goals with high video completion rates (59.58% and 98.64%), indicating strong audience engagement and message retention. Owned media continued to perform well, with email open rates ranging from 40–44% and click rates between 6.5–8.7%, exceeding industry benchmarks. Social media saw steady audience growth, with Instagram followers increasing by 4.5% and Facebook by 1.7%. While Instagram video views declined, Facebook video views more than doubled, reflecting strong content performance on that platform. Earned media efforts maintained visibility through placements with Visit California and Visit SLO CAL, highlighting Atascadero across seasonal and evergreen stories. Website performance showed positive audience growth, with 109,881 unique visitors (+14% YOY) and 145,538 visits (+2% YOY). Pageviews declined year over year, indicating more efficient user behavior and a shift in how audiences are engaging with content. FISCAL IMPACT: None. ATTACHMENT: 1. ATBID Stat Summary – Q3 FY25-26 2. ATBID Q3 Marketing Report – Q3 FY25-26 3. ATBID Marketing Budget report (FY25-26) Page 29 of 79 Prepared by: Ashlee Akers, Chief Strategy Officer & Ashley Mastako, Senior Account Manager Marketing Report Visit Atascadero FY26 | Q3 (Jan-Mar) April 2026 ATBID | 4/15/26 | Item B4 | Attachment 1 Page 30 of 79 In Q3, paid media delivered strong, full-funnel performance, effectively balancing reach and engagement. The campaign generated over 1.9 million impressions and more than 30,000 clicks, with an average CTR of 2.83%. Google Search continued to drive highly qualified traffic with a strong 3.89% CTR, reinforcing its role as a key lower-funnel driver. Meta led overall performance, producing the highest volume of clicks (17,486) and the strongest CTR (4.47%), signaling continued success in both prospecting and retargeting efforts. YouTube and OTT played a critical upper-funnel role, delivering large-scale reach and strong video completion rates (59.58% and 98.64%, respectively), indicating strong audience attention and message retention. Owned media remained a strong contributor this quarter. Email marketing performed well across all three deployments, with open rates ranging from 40.7% to 44.0% and click rates between 6.5% and 8.7%, exceeding typical industry benchmarks and reinforcing email as a reliable driver of engagement. Social media continued to show steady growth, with Instagram followers increasing by 4.5% and Facebook by 1.7%. While Instagram video views declined by 27%, Facebook video views more than doubled (+102%), indicating a shift in platform performance rather than an overall drop in video engagement. Earned media efforts supported continued visibility through strategic submissions to Visit California and Visit SLO CAL, resulting in placements across both seasonal and evergreen storylines, including spring travel, unique Central Coast experiences, and culinary features. These efforts helped maintain consistent exposure and extend reach beyond paid channels. Website performance showed positive momentum in audience growth, with 109,881 unique visitors (+14% YOY) and 145,538 total visits (+2% YOY). While pageviews declined by 33% year over year, this likely reflects shifts in user behavior and traffic sources, with users engaging more efficiently with content. Mobile continued to dominate traffic at over 80%, reinforcing the importance of a mobile-first user experience. Overall, Q3 results demonstrate a strong, integrated performance across paid, owned, and earned channels. The campaign successfully drove awareness, engagement, and qualified traffic, with clear opportunities to continue optimizing toward high-performing channels like Meta and Search while refining creative and platform strategy to sustain and build on momentum in Q4. MARKETING REPORT FY26 | Q3 2 Performance Summary ATBID | 4/15/26 | Item B4 | Attachment 1 Page 31 of 79 Paid Media Results Channel Creative Impressions Clicks/ Conversions CTR VCR/VR OTT Retargeting Evergreen 169,742 11 N/A 98.64% Google Search Evergreen 293,302 11,397 3.89%N/A YouTube Evergreen 1,047,318 1,392 0.13%59.58% Meta Evergreen 391,323 17,486 4.47%41.36% 3 MARKETING REPORT FY26 | Q3 Impressions: 1,901,685 Clicks: 30,286 Avg. CTR: 2.83% Total Campaign Summary ATBID | 4/15/26 | Item B4 | Attachment 1 Page 32 of 79 Email Marketing Report Verdin developed and deployed three monthly e-newsletters in Q3. They included highlights of upcoming local events, thematic content and seasonal happenings. Below are the results: 4 MARKETING REPORT FY26 | Q3 UNIQUE CLICKS 6.5% OPEN RATE 44.0% UNIQUE CLICKS 6.5% OPEN RATE 41.7% UNIQUE CLICKS 8.7% OPEN RATE 40.7% JANUARY FEBRUARY MARCH ATBID | 4/15/26 | Item B4 | Attachment 1 Page 33 of 79 Social Media Performance 5 MARKETING REPORT FY26 | Q3 INSTAGRAM VIDEO VIEWS 37.8K -27% FACEBOOK VIDEO VIEWS 83.8K +102% FOLLOWERS 14,342 FOLLOWERS 8,921 +4.5%+1.7% ATBID | 4/15/26 | Item B4 | Attachment 1 Page 34 of 79 Partnerships & PR 6 MARKETING REPORT FY26 | Q3 Visit California/SLO CAL Submissions: Off the beaten path: Unique Central Coast Experiences Spring Break Travel Characters Across SLO CAL Breweries with Unique Events or Offerings: Earth Day Offerings and Events New Culinary Offerings Tea Fit For a Queen ATBID | 4/15/26 | Item B4 | Attachment 1 Page 35 of 79 Website Results 7 MARKETING REPORT FY26 | Q3 WEBSITE TRAFFIC 2025 V. 2026 ENGAGED SESSIONS BY CHANNEL TOP PAGES ACTIVE USERS BY CITY ACTIVE USERS BY DEVICE MONTH UNIQUE VISITORS NUMBER OF VISITS PAGES HITS Unique Visits:109,881 (up14% YOY)Visits: 145,538(up 2% YOY)Pageviews:216,327 (down33% YOY) RESULTS ATBID | 4/15/26 | Item B4 | Attachment 1 Page 36 of 79 April 2026 Visit Atascadero Marketing Report ATBID | 4/15/26 | Item B4 | Attachment 2 Page 37 of 79 Meet the Team Ashley Mastako Senior Account Manager Devan Spiegel Account Manager Riley Grim Director of Creative & Growth Mary Verdin President & CEO Ashlee Akers CSO ATBID | 4/15/26 | Item B4 | Attachment 2 Page 38 of 79 Marketing Recap ATBID | 4/15/26 | Item B4 | Attachment 2 Page 39 of 79 Recap ●Neighborhood Tab promo implementation and wrapup ●Visit CA e-news co-op ●Social media content and video reels ●Distributed three e-newsletters ●Content submissions for SLO CAL and Visit CA ●Paid media activation ●Event support and promotion ATBID | 4/15/26 | Item B4 | Attachment 2 Page 40 of 79 Website Results ATBID | 4/15/26 | Item B4 | Attachment 2 Page 41 of 79 Jan - Mar | 2026 v. 2025 Pages with most views Active users by city Active users by deviceEngaged sessions by channel Website Traffic TOTAL 96,612 143,250 321,295 3,617,998 TOTAL 109,881 145,538 216,327 2,498,303 ●109,881 Unique Visits (up 14% YOY) ●145,538 Visit (up 2% YOY) ●216,327 Pageviews (down 33% YOY and up 34% from last quarter) ATBID | 4/15/26 | Item B4 | Attachment 2 Page 42 of 79 Social Media Results ATBID | 4/15/26 | Item B4 | Attachment 2 Page 43 of 79 Followers Facebook: 8.9K (+1.7%) Instagram: 14.3K (+4.5%) Video Views Facebook: 83.8K (+102%) Instagram: 37.8K (-27%) Instagram Facebook ATBID | 4/15/26 | Item B4 | Attachment 2 Page 44 of 79 Top Posts ATBID | 4/15/26 | Item B4 | Attachment 2 Page 45 of 79 Email Marketing ATBID | 4/15/26 | Item B4 | Attachment 2 Page 46 of 79 Email Marketing ●Distributed three e-newsletters ●Highlighted upcoming events, thematic content, activities, and seasonal happenings ●Avg. open rate: 42.1% ●Avg. unique click rate: 7.2% ●Industry avg. open rate: 28% ATBID | 4/15/26 | Item B4 | Attachment 2 Page 47 of 79 Paid Media ATBID | 4/15/26 | Item B4 | Attachment 2 Page 48 of 79 Paid Media Channels ●OTT Retargeting ●Google Search ●YouTube ●Meta Paid Media Results ●1,901,685 Impressions ●30,286 Clicks ●2.83% Avg. CTR ATBID | 4/15/26 | Item B4 | Attachment 2 Page 49 of 79 ATBID | 4/15/26 | Item B4 | Attachment 2 Page 50 of 79 Public Relations & Partnerships ATBID | 4/15/26 | Item B4 | Attachment 2 Page 51 of 79 Public Relations ●Monthly content submissions for SLO CAL and Visit California ○Off the beaten path: Unique Central Coast Experiences ○Spring Break Travel ○Characters Across SLO CAL ○Breweries with Unique Events or Offerings ○Earth Day Offerings and Events ○New Culinary Offerings ○Tea Fit For a Queen ATBID | 4/15/26 | Item B4 | Attachment 2 Page 52 of 79 Questions ATBID | 4/15/26 | Item B4 | Attachment 2 Page 53 of 79 April 9, 2026 Marketing Budget Visit Atascadero | Budget: $265,000 Detailed Spending Actual Actual Actual Actual Actual Actual Actual Actual Actual 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 $2,426 $1,856 $2,261 $2,250 $3,000 $3,827 $26,000 $0 Creative Developement $40,000 $2,691 $2,986 $3,188 $3,416 $2,360 $696 $1,568 $1,040 $2,475 $7,000 $7,000 $5,582 $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 $819 $1,298 $617 $1,500 $1,500 $1,522 $12,000 $0 Social Media $24,000 $1,998 $1,998 $1,998 $1,932 $2,080 $1,981 $1,866 $2,047 $1,998 $2,000 $2,000 $2,105 $24,000 $0 Email Marketing $15,000 $1,000 $1,247 $1,181 $1,231 $1,247 $1,247 $1,297 $1,221 $1,238 $1,250 $1,250 $1,590 $15,000 $0 Public Relations $14,000 $933 $782 $607 $1,848 $615 $201 $528 $660 $330 $500 $2,357 $4,640 $14,000 $0 Media Planning $6,000 $495 $479 $627 $495 $446 $495 $528 $512 $512 $500 $500 $413 $6,000 $0 Media Buy $108,000 $5,146 $3,855 $6,600 $7,398 $8,647 $8,605 $10,006 $9,797 $13,033 $14,800 $10,100 $10,000 $107,986 $14 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 $19,036 $18,429 $22,461 $39,800 $37,707 $29,678 $264,985 Added Value $1,353 $1,749 $677 $3,779 Additional Scope Actual Actual Actual Actual Actual Actual Actual Actual Actual 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 Creative $6,500 $5,091 $1,192 $6,282 $218 Winter Lodging Promotion Gift Cards $6,500 $6,106 $6,106 $394 Winter Lodging Promotion Media Buy $10,000 $5,000 $5,000 $10,000 $0 Key Chain Swag $1,700 $1,695 $1,695 $5 Summary: Actual to Budget Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL TOTAL Invoice Totals $25,200 $0 $0 $446 $0 $0 $11,196 $6,192 $5,000 $1,695 $0 $0 $0 $24,530 Added Value $0 ATBID | 4/15/26 | Item B4 | Attachment 3 Page 54 of 79 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B5 04/15/26 2026 IPW Conference Delegate Update RECOMMENDATION: ATBID Advisory Board review and provide staff direction regarding delegate assignment for participation at the 2026 IPW conference. DISCUSSION: IPW is upon us, and we once again will have the opportunity to share in the destination booth with Visit SLO CAL. This is a great opportunity to network and generate group business with both regional and international travel partners. This year’s show takes place in Ft. Lauderdale Florida from May 17-21, 2026, where we will showcase SLO CAL in a 10’ x 40’ exhibit. In 2025, Visit Atascadero was part of Visit SLO CAL’s 2025 IPW delegation in Chicago, Illinois. The materials distributed were of interest to tour operators and are an important takeaway as they consider Atascadero an ideal potential destination. At this time, the Co-op was approved by the ATBID Board earlier in the fiscal year and it is budgeted. Our spot has been secured as part of Visit SLO CAL (VSC) for the booth and registration for delegates for who will participate in the shared appointments in the VSC booth. The current budget allows for booth participation, airfare and hotel accommodation for one representative from Visit Atascadero. Sales leads generated at the 2026 IPW will be shared with lodging owners, as in years past. Due to recent changes in staff with the promotion of Ashlee Akers to the VP of Marketing for SLO CAL, we would like the ATBID Board to consider and approve sending DMO, Terrie Banish, to attend IPW this year and going forward to represent at the IPW event into the future. FISCAL IMPACT: None. ATTACHMENT: None. Page 55 of 79 This Page Intentionally Left Blank Page 56 of 79 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B6 4/15/26 Budget Report Update & Performance Results RECOMMENDATION: ATBID Advisory Board receive and file the Budget Report Update and Performance Results. DISCUSSION: The ATBID summary and expenditure reports reflect expenditures submitted through February 2026, along with the most recent Transient Occupancy Tax (TOT) data. The FY 25-26 ATBID Summary and the FY 25-26 Expenditure Detail Report are included as attachments to this budget update. Also attached are the SLO CAL Community Intelligence Report and the STR Report for the month of February. FISCAL IMPACT: None. ATTACHMENTS: 1. ATBID Expenditure Detail Report (FY 25-26) 2. ATBID Summary 25-26 3. Tourism TOT report 4.7.26 4. SLO CAL Community Intelligence Report February 2026 5. STR Report February 2026 Page 57 of 79 04/07/2026 CITY OF ATASCADERO 1 8:29AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 02/28/2026 Periods: 0 through 8 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct Used Balance Year-to-date Encumbrances Year-to-date Expenditures Expenditures Adjusted Appropriation Account Number 0000.6000000 Operating Services and Supplies 0000.6050000 Office Expense 0000.6050000 Office Expense 0.00 0.00 250.00 0.00 250.00 0.00 Total Office Expense 0.00 0.00 0.00 0.00 250.00 250.00 0000.6070000 Advertising 0000.6070000 Advertising 0.00 0.00 160,250.00 0.00 160,250.00 0.00 0000.6077025 Digital Media Advertising 0.00 0.00 0.00 0.00 0.00 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 | 4/15/26 | Item B6 | Attachment 1 Page 58 of 79 04/07/2026 CITY OF ATASCADERO 2 8:29AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 02/28/2026 Periods: 0 through 8 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct Used Balance Year-to-date Encumbrances Year-to-date Expenditures Expenditures 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 ap IN 12679 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184089 -8,960.08 11/30/2025 po LI 12679 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184089 9,353.54 12/31/2025 ap IN 12749 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184466 2Page: ATBID | 4/15/26 | Item B6 | Attachment 1 Page 59 of 79 04/07/2026 CITY OF ATASCADERO 3 8:29AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 02/28/2026 Periods: 0 through 8 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct Used Balance Year-to-date Encumbrances Year-to-date Expenditures Expenditures Adjusted Appropriation Account Number 0000.6077025 Digital Media Advertising (Continued) -9,353.54 12/31/2025 po LI 12749 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184466 989.40 1/22/2026 ap IN 5460 012226 235Line Description: TICKETMASTER - CHRIS STAPLETON Vendor: 05498 US BANK Check # 184754 10,324.27 1/31/2026 ap IN 12799 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184758 -10,324.27 1/31/2026 po LI 12799 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184758 5,022.27 1/31/2026 ap IN 12800 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184758 -5,022.27 1/31/2026 po LI 12800 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184758 9,956.71 2/28/2026 ap IN 12854 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 185049 3Page: ATBID | 4/15/26 | Item B6 | Attachment 1 Page 60 of 79 04/07/2026 CITY OF ATASCADERO 4 8:29AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 02/28/2026 Periods: 0 through 8 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct Used Balance Year-to-date Encumbrances Year-to-date Expenditures Expenditures Adjusted Appropriation Account Number 0000.6077025 Digital Media Advertising (Continued) -9,956.71 2/28/2026 po LI 12854 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 185049 5,000.00 2/28/2026 ap IN 12855 235Line Description: TAB WINTER PROMOTION Vendor: 06479 VERDIN Check # 185049 78,360.19 78,360.19 0.000000.6077025 Digital Media Advertising 82,629.21 -160,989.40 0.00 0000.6077060 Advertising 0.00 0.00 0.00 0.00 0.00 0.00 7,500.00 7/1/2025 ap IN 240346 235Line Description: SP025-059 SPONSORSHIP Vendor: 04221 CALIFORNIA MID-STATE FAIR Check # 182470 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 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 4Page: ATBID | 4/15/26 | Item B6 | Attachment 1 Page 61 of 79 04/07/2026 CITY OF ATASCADERO 5 8:29AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 02/28/2026 Periods: 0 through 8 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct Used Balance Year-to-date Encumbrances Year-to-date Expenditures Expenditures Adjusted Appropriation Account Number 0000.6077060 Advertising (Continued) 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 -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 ap IN 14908 235Line Description: DESTINATION MARKETING SERVICES Vendor: 00406 VISIT SLO CAL Check # 183419 -500.00 9/25/2025 po LI 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 5Page: ATBID | 4/15/26 | Item B6 | Attachment 1 Page 62 of 79 04/07/2026 CITY OF ATASCADERO 6 8:29AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 02/28/2026 Periods: 0 through 8 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct Used Balance Year-to-date Encumbrances Year-to-date Expenditures Expenditures Adjusted Appropriation Account Number 0000.6077060 Advertising (Continued) 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 550.00 12/2/2025 ap IN 151 235Line Description: 2025 HOLIDAY TRAIL BILLBOARD Vendor: 08573 HIGH COUNTRY OUTDOOR, INC. Check # 184022 6,105.96 12/31/2025 ap IN 12751 235Line Description: WINTER LODGING PROMOTION GIFTC Vendor: 06479 VERDIN Check # 184604 2,000.00 2/9/2026 ap IN 168396 235Line Description: SLO MONOPOLY SPONSORSHIP 26-27 Vendor: 09388 TOP TRUMPS USA INC Check # 184745 60,314.93 60,314.93 0.000000.6077060 Advertising 12,000.00 -72,314.93 0.00 Total Advertising 145.59 138,675.12 138,675.12 94,629.21 -73,054.33 160,250.00 0000.6400000 Operating Supplies Total Operating Supplies 0.00 0.00 0.00 0.00 0.00 0.00 0000.6500000 Contract Services 0000.6500000 Contract Services 0.00 0.00 264,500.00 0.00 264,500.00 0.00 0000.6501125 Promotions Consultants 0.00 0.00 0.00 0.00 0.00 0.00 6Page: ATBID | 4/15/26 | Item B6 | Attachment 1 Page 63 of 79 04/07/2026 CITY OF ATASCADERO 7 8:29AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 02/28/2026 Periods: 0 through 8 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct Used Balance Year-to-date Encumbrances Year-to-date Expenditures Expenditures Adjusted Appropriation Account Number 0000.6501125 Promotions Consultants (Continued) 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 -8,762.75 9/30/2025 po LI 12592 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183563 7Page: ATBID | 4/15/26 | Item B6 | Attachment 1 Page 64 of 79 04/07/2026 CITY OF ATASCADERO 8 8:29AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 02/28/2026 Periods: 0 through 8 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct Used Balance Year-to-date Encumbrances Year-to-date Expenditures Expenditures Adjusted Appropriation Account Number 0000.6501125 Promotions Consultants (Continued) 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 5,090.50 12/31/2025 ap IN 12751 235Line Description: WINTER LODGING PROMOTION GIFTC Vendor: 06479 VERDIN Check # 184604 4,922.00 12/31/2025 ap IN 12749 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184466 -4,922.00 12/31/2025 po LI 12749 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184466 8Page: ATBID | 4/15/26 | Item B6 | Attachment 1 Page 65 of 79 04/07/2026 CITY OF ATASCADERO 9 8:29AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 02/28/2026 Periods: 0 through 8 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct Used Balance Year-to-date Encumbrances Year-to-date Expenditures Expenditures Adjusted Appropriation Account Number 0000.6501125 Promotions Consultants (Continued) 8,712.00 1/31/2026 ap IN 12799 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184758 -8,712.00 1/31/2026 po LI 12799 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184758 1,171.50 1/31/2026 ap IN 12800 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184758 -1,171.50 1/31/2026 po LI 12800 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184758 8,472.75 2/28/2026 ap IN 12854 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 185049 -8,472.75 2/28/2026 po LI 12854 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 185049 74,252.47 74,252.47 0.000000.6501125 Promotions Consultants 35,838.03 -110,090.50 0.00 0000.6509010 Other Professional Services 0.00 0.00 0.00 0.00 0.00 0.00 2,291.67 7/1/2025 je GJ JE26 07-32 235Line Description: ATBID Admin Service Fee- July 9Page: ATBID | 4/15/26 | Item B6 | Attachment 1 Page 66 of 79 04/07/2026 CITY OF ATASCADERO 10 8:29AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 02/28/2026 Periods: 0 through 8 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct Used Balance Year-to-date Encumbrances Year-to-date Expenditures Expenditures Adjusted Appropriation Account Number 0000.6509010 Other Professional Services (Continued) 2,291.67 8/1/2025 je GJ JE26 08-28 235Line Description: ATBID Admin Service Fee- Aug 2,291.67 9/1/2025 je GJ JE26 09-23 235Line Description: ATBID Admin Service Fee- Sep 2,291.67 10/1/2025 je GJ JE26 10-19 235Line Description: ATBID Admin Service Fee- Oct 2,291.67 11/1/2025 je GJ JE26 11-19 235Line Description: ATBID Admin Service Fee- Nov 2,291.67 12/1/2025 je GJ JE26 12-19 235Line Description: ATBID Admin Service Fee- Dec 2,291.67 1/1/2026 je GJ JE26 01-15 235Line Description: ATBID Admin Service Fee- Jan 2,291.67 2/1/2026 je GJ JE26 02-16 235Line Description: ATBID Admin Service Fee- Feb 18,333.36 18,333.36 0.000000.6509010 Other Professional Services 0.00 -18,333.36 0.00 0000.6509032 Additional Promotional Services 0.00 0.00 0.00 0.00 0.00 0.00 10,000.00 7/1/2025 ap IN 1160 235Line Description: 2025 BOVINE CLASSIC SPONSORSHI Vendor: 08979 LOCOMOTIV PERFORMANCE COACHING Check # 182492 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 10Page: ATBID | 4/15/26 | Item B6 | Attachment 1 Page 67 of 79 04/07/2026 CITY OF ATASCADERO 11 8:29AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 02/28/2026 Periods: 0 through 8 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct Used Balance Year-to-date Encumbrances Year-to-date Expenditures Expenditures Adjusted Appropriation Account Number 0000.6509032 Additional Promotional Services (Continued) 5,000.00 2/18/2026 ap IN INV021826 235Line Description: 2026 CCCBF SPONSORSHIP Vendor: 07864 CENTRAL COAST BREWERS GUILD Check # 184652 5,000.00 2/19/2026 ap IN 1006 235Line Description: 2026 CIDER FESTIVAL SPONSORSHI Vendor: 07961 CENTRAL COAST CIDER ASSOC Check # 184797 50,000.00 50,000.00 0.000000.6509032 Additional Promotional Services 0.00 -50,000.00 0.00 Total Contract Services 67.46 142,585.83 142,585.83 35,838.03 86,076.14 264,500.00 0000.6600000 Professional Development 0000.6600000 Professional Development 0.00 0.00 8,500.00 0.00 8,500.00 0.00 Total Professional Development 0.00 0.00 0.00 0.00 8,500.00 8,500.00 0000.6740000 Business Development Total Business Development 0.00 0.00 0.00 0.00 0.00 0.00 0000.6900000 Department Service Charges 0000.6900000 Administration 0.00 0.00 5,110.00 0.00 5,110.00 0.00 Total Department Service Charges 0.00 0.00 0.00 0.00 5,110.00 5,110.00 Total Operating Services and Supplies 93.87 281,260.95 281,260.95 130,467.24 26,881.81 438,610.00 0000.7000000 Special Purchases, Projects, and Studies 0000.7800000 Community Funding 0000.7805029 Opportunities Fund 0.00 0.00 65,000.00 0.00 65,000.00 0.00 Total Special Purchases, Projects, and Studies 0.00 0.00 0.00 0.00 65,000.00 65,000.00 0000.9000000 Debt Service & Other Uses 0000.9400000 Cash Contributions Total Debt Service & Other Uses 0.00 0.00 0.00 0.00 0.00 0.00 81.76 281,260.95 281,260.95 130,467.24 91,881.81 503,610.00Total Atascadero Tourism Bus Improv Dist 11Page: ATBID | 4/15/26 | Item B6 | Attachment 1 Page 68 of 79 04/07/2026 CITY OF ATASCADERO 12 8:29AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 02/28/2026 Periods: 0 through 8 Grand Total 281,260.95 281,260.95 81.76 130,467.24 91,881.81 503,610.00 12Page: ATBID | 4/15/26 | Item B6 | Attachment 1 Page 69 of 79 FUND TYPE 235 Special Revenue YTD ACTUAL* ACTUAL ACTUAL ACTUAL ACTUAL 2025-2026 BUDGETED 6/30/2022 6/30/2023 6/30/2024 6/30/2025 through 2/28/2026 2025-2026 REVENUES 41530.6300 Taxes and Assessments 409,652$ 431,401$ 419,591$ 442,589$ 263,696$ 510,800$ 45920.0003 Assessment Penalties 933 3,904 657 934 2,501 - 46110.0000 Investment Earnings (11,341) 2,966 30,734 35,844 - 16,210 Total Revenue 399,244 438,271 450,982 479,367 266,197 527,010 EXPENSES 6050000 Office Expense 264 - (5) 24 - 250 6070000 Advertising 127,366 126,556 142,357 253,865 138,675 160,250 6500000 Contract Services ** 143,436 163,051 220,803 223,637 152,586 264,500 6600000 Professional Development 731 - 475 830 - 8,500 6900000 Administration 4,106 4,353 4,202 4,435 2,662 5,110 7805029 Opportunities Funding*** - - - - 22,388 65,000 Total Expenses 275,903 293,960 367,832 482,791 316,311 503,610 NET INCOME/(LOSS)123,341 144,311 83,150 (3,423) (50,114) 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$ 698,035$ 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 10,000 Sunken Garden Lights Sponsorship 10,000 Central Coast Brewers Guild 5,000 Destination Marketing Services 74,252 Administrative Services Fee 18,333 152,586$ Atascadero Tourism Business Improvement District (ATBID) Fund 4/7/2026 ATBID | 4/15/26 | Item B6 | Attachment 2 Page 70 of 79 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$ 607,515.55$ 2,045,430.40$ Fiscal Year 2026*564,331.64$ 438,919.16$ -$ -$ 1,003,250.80$ * 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 | 4/15/26 | Item B6 | Attachment 3 Page 71 of 79 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 , February 2026 Hotel Performance TOT Revenue Visitor Arrivals Previous Quarter San Luis Obispo County in February posted strong results in hotel performance. Demand grew significantly at 10.3% YOY, leading occupancy to gain 5.5% to 61.3%. This was the highest supply, demand, ADR, and revenue for the month of February. Hotel submarkets grew demand resoundingly, with the most growth seen in San Simeon (37%), North Coast (19%), Arroyo Grande (15%), and SLO City (13%). Occupancy fell in only two markets: North County (-1.7%) and Paso Robles (-2.7%), though supply and demand grew in both. Comp set hotel performance was equally strong, with US hotel demand up 2.9% in tandem with 2% growth in ADR and 5% growth in revenue. The highest demand growth was seen in Monterey County (12.3%), followed by SLO County (10.3%). TOT for SLO County in January was $3.3M, down 3.9% YOY. Arroyo Grande, SLO City, Unincorporated, and Morro Bay reported gains, while Paso Robles (-7.2%), Pismo (-21.8%), and Grover Beach (-30.7%) reported decreases. FYTD, TOT was $35M, down 1.5% YOY. Visitors to San Luis Obispo County in 2025 Q4 (FY 2026 Q2) were 1.8M, up 3.8% from the same quarter one year ago. International visitors decreased 3.2% YOY, but other visitor categories grew: day (3%), overnight (4.2%), and domestic (3.9%). Relative to the same period last calendar year, visits were up3.5%, driven by Day (+4.7%) as well as Overnight (+2.9%), and less by International, which remained down 3.6% for the calendar year. Visa card in-market visitor spending for 2025 Q4 totaled $787.9M, down 2.6% YOY. International spend was down 6.7% YOY, while domestic was up 2.6%.Top origin markets were Santa Barbara ($42.9M), Los Angeles-Long Beach-Anaheim ($32.2M), and Fresno ($16.4M). For the calendar year, spending reached $3.2B, up 7% YOY. Domestic grew 7.1%, while international decreased 8.6%. 183.1K Hotel Demand ▲ 10.3% YOY - Monthly $3,280,286 Transient Occupancy Tax ▼ -3.9% YOY - Monthly $232.1M Total Spending for 2025 Q4 ▲ 3.0% YOY - Quarterly 1.9M Visitors for 2025 Q4 ▲ 3.8% YOY - Quarterly ATBID | 4/15/26 | Item B6 | Attachment 4 Page 72 of 79 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 , February 2026 Date February 2026 Location Atascadero, CA % Change YOY Report Monthly Based On Fiscal Atascadero, CA Hotel Performance - Monthly Occupancy ADR RevPAR $59$11252.5%17.2K Supply 9.1K Demand $1.0M Revenue ▼ -1.7%▲ 0.2%▲ 0.0% ▼ -1.7% ▼ -1.9%▲ 0.2% YOY Transient Occupancy Tax Revenue January 2026 - Monthly $3,280,286 San Luis Obispo County ▼ -3.9% 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 60.6% 52.5% 61.0% 60.8% 56.1% 60.8% 55.8% 57.0% 60.4% 61.3% 70.7% 60.7% 65.6% $113 $112 $181 $196 $132 $151 $156 $172 $201 $167 $167 $121 $181 $110 $119 $122 $102 $118 $119 $68 $59 $74 $92 $87 $98 $73 Hotel Performance by Community February 2026 - Monthly Unincorporated Pismo Beach San Luis Obispo Paso Robles Morro Bay Arroyo Grande Grover Beach 731,937, ▼ -21.8% 1,029,074, ▲ 5.8% 446,576, ▼ -7.2% 32,356, ▼ -30.7% 718,912, ▲ 6.8% 254,935, ▲ 4.0% 66,496, ▲ 13.9% Transient Occupancy Tax Monthly, % Change YOY 2023 2024 2025 2026 53% AVG Occupancy Atascadero, CA Transient Occupancy Tax San Luis Obispo County Total - Fiscal Year Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun $3.3M Occupancy FY 2023 FY 2024 FY 2025 FY 2026 ATBID | 4/15/26 | Item B6 | Attachment 4 Page 73 of 79 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 , February 2026 Date February 2026 STR Atascadero, CA AirDNA Atascadero Based On Fiscal YOY Change YOY Aggregate Lodging YOY YTD Fiscal YTD YOY Occupancy ADR RevPAR Supply Demand Revenue 45.5%$136.51 $62.09 23.5K 10.7K $1.5M ▲ 9.7%▲ 3.1%▲ 2.6%▲ 6.9%▲ 6.4%▲ 0.5% 52.5%$160.25 $84.15 205.5K 107.9K $17.3M ▼ -4.8% ▼ -0.1%▲ 2.9% ▼ -7.5% ▼ -4.7% ▼ -3.0% Hotels: Atascadero, CA YOY YTD Fiscal YTD YOY 52.5%$112.40 $59.04 17.2K 9.1K $1.0M ▼ -1.7%▲ 0.2%▲ 0.0% ▼ -1.7% ▼ -1.9%▲ 0.2% 59.1%$131.27 $77.61 149.7K 88.5K $11.6M ▼ -6.7% ▼ -0.4%▲ 3.2% ▼ -9.6% ▼ -6.4% ▼ -3.5% Short Term Rentals: Atascadero YOY YTD Fiscal YTD YOY 26.2%$268.83 $70.45 6.3K 1.7K $443.6K ▲ 49.3%▲ 22.6%▲ 10.6%▲ 35.0%▲ 21.8%▲ 16.8% 34.8%$292.46 $101.69 55.8K 19.4K $5.7M ▼ -0.6%▲ 1.2%▲ 2.4% ▼ -2.9% ▼ -1.8% ▼ -1.1%Mar-25 Apr-25 May-25 Jun-25 Jul-25 Aug-25 Sep-25 Oct-25 Nov-25 Dec-25 Jan-26 Feb-26 $1.8M $2.2M $2.6M $3.2M $3.1M $3.1M $2.1M $2.3M $2.1M $1.8M $1.3M $1.5M 28% 30%30% 36%37% 32% 31%29%32%38% 30%30% Lodging Revenue & Contribution Atascadero, CA (Hotels) and Atascadero (Short Term Rentals) % Share Short Term Rentals Aggregate Revenue ATBID | 4/15/26 | Item B6 | Attachment 4 Page 74 of 79 Source: Azira Monthly Visitation San Luis Obispo County , February 2026 Date February 2026 Report Monthly Based On Fiscal 91% Overnight Trip Share 4.7 days Avg. Length of Stay 47% Repeat Trip Share Top 15 Points of Interest February 2026 - Monthly % Overnight % Repeat San Luis Obispo Pismo Beach Paso Robles Atascadero Morro Bay 46 East Paso Wine Country Nipomo Downtown Pismo Beach Arroyo Grande Cambria Downtown Cambria Downtown Paso Robles Grover Beach Los Osos & Baywood Park Templeton 69.5% 73.3% 63.6% 61.6% 64.6% 64.6% 65.8% 54.3% 78.1% 64.6% 63.3% 73.6% 65.7% 62.2% 66.4% 76.3% 83.5% 81.6% 83.5% 84.2% 84.2% 82.5% 82.9% 82.3% 73.5% 83.9% 82.9% 78.9% 81.9% 81.9% % Share of Total 2.2% 2.8% 3.3% 3.3% 4.5% 4.9% 5.1% 5.2% 6.0% 6.2% 9.8% 10.2% 14.4% 16.1% 20.2% Los Angeles-Long Beach-Anaheim, CA Fresno, CA San Francisco-Oakland- Fremont, CA Bakersfield-Delano, CA Sacramento-Roseville- Folsom, CA Visalia, CA San Jose-Sunnyvale-Santa Clara, CA Riverside-SanBernardino-Ontario, CA San Diego-ChulaVista-Carlsbad, CA Oxnard-ThousandOaks-Ventura, CA 6.9% 4.3% 4.0% 3.8% 3.4% 3.2% 2.9% 2.8% 1.8% 1.5% Top 10 Domestic Origin Markets February 2026 - Monthly, % Share of Trips Share of Repeat Visits to SLO County Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 46.6% Share of Overnight Visits to SLO County Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 91% FY 2023 FY 2024 FY 2025 FY 2026 ATBID | 4/15/26 | Item B6 | Attachment 4 Page 75 of 79 Source: Azira Community Cross-Visitation Atascadero , February 2026 Date February 2026 Report Monthly Based On Fiscal Primary Atascadero 82.9% Overnight Visitors 73.6% Repeat Share Pismo Beach San Luis Obispo Paso Robles Morro Bay 46 East Paso Wine Country Templeton Arroyo Grande Grover Beach 46 West Paso Wine Country Avila Beach Oceano Santa Margarita Nipomo Cambria Shandon 20.3% 19.9% 18.1% 11.3% 10.7% 6.4% 5.7% 4.7% 4.3% 4.1% 2.9% 2.8% 2.8% 2.6% 2.5% Top Cross-Visited Communities From Atascadero Communities visited by those starting their trip in Atascadero Fresno-Visalia, CA San Francisco-Oakland-San Jose, CA Los Angeles, CA Monterey-Salinas, CA Chico-Redding, CA Sacramento-Stockton-Modesto, CA Bakersfield, CA West Palm Beach-Ft Pierce, FL Dallas-Ft. Worth, TX Palm Springs, CA San Diego, CA Santa Barbara-Santa Maria, CA Phoenix, AZ Las Vegas, NV Seattle-Tacoma, WA 14.0% 13.6% 11.7% 9.8% 9.7% 9.1% 6.0% 2.1% 1.7% 1.5% 1.5% 1.5% 1.3% 1.1% 0.8% Top Origin Markets Primary Community Visited: Atascadero Origin markets of those starting their tripin Atascadero who cross-visited elsewhere Oceano Cayucos Cambria Morro Bay San Miguel Pismo Beach Creston Nipomo Arroyo Grande Los Osos & Baywood Park San Luis Obispo Paso Robles Grover Beach Avila Beach 1.6 1.5 1.5 1.5 1.5 1.5 1.5 1.4 1.4 1.4 1.4 1.4 1.4 1.4 Top Average Communities Visited per Trip All Community Visitors Average number of communities visited per trip during February 2026 (Month) ATBID | 4/15/26 | Item B6 | Attachment 4 Page 76 of 79 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 , February 2026 Period Ending 2025 Q4 Report Quarterly Based On Fiscal Atascadero, CA Hotel Performance October - December 2025 Occupancy ADR RevPAR $74$12957.3%56.7K Supply 32.5K Demand $4.2M Revenue Transient Occupancy Tax Revenue October - December 2025 $13,294,561 Los Angeles, CA Fresno-Visalia, CA San Francisco-Oakland-San Jo.. Bakersfield, CA Sacramento-Stockton-Modesto.. Monterey-Salinas, CA San Diego, CA Santa Barbara-Santa Maria-Sa.. Palm Springs, CA Chico-Redding, CA 2.0% 2.3% 2.6% 2.7% 5.2% 7.5% 8.5% 13.9% 16.1% 19.4% Top 10 Domestic Origin Markets October - December 2025, % Share of Trips Phoenix, AZ Seattle, WA San Diego, CA Denver, CO Portland, OR San Francisco, CA Las Vegas, NV Dallas-Fort Worth, .. Los Angeles, CA Chicago, IL 11.8% 7.9% 7.7% 5.2% 5.2% 4.2% 3.9% 3.0% 2.7% 2.0% Top 10 Origin Markets by Air October - December 2025, % Share of Total Restaurants Lodging Grocery Stores/Supermarkets Fast Food Restaurants Automated Fuel Dispensers Wholesale Clubs Pkg Stores/Beer/Wine/Liquor Discount Stores Bars/Taverns/Lounges/Discos Service Stations 24.4% 11.0% 8.7% 6.8% 6.7% 3.5% 3.0% 2.7% 1.9% 1.9% Domestic Visitor Spending* October - December 2025 , % Share of Spending *Excluding Residents 64.1% Overnight 35.9% Day 1.9M Visitors Total Visitation October - December 2025 % Share of Trips 49.4% Deplanements 50.6% Enplanement 214.1K Passengers Airport Deplanements & Enplanement October - December 2025 SLO CAL Regional Airport ATBID | 4/15/26 | Item B6 | Attachment 4 Page 77 of 79 Source: Community Benchmark Community Benchmark Wineries San Luis Obispo County , February 2026 Date February 2026 % Change YOY Report Monthly Based On Fiscal Region All Visitors Tasting Room Sales DTC Total Sales On-Site Event Sales $0.75M$86.1M$15.7M0.13M ▼ -8.2% ▼ -8.6% ▼ -5.4% ▼ -4.8% YOY Switch Visitors Switch Tasting Room Sales Switch DTC Total Sales Switch On-Site Event Sales 7,613445,91181,594692 ▼ -8.2% ▼ -8.6% ▼ -5.4% ▼ -4.8% YOY SLO CAL Region Visitation by Year February 2026 - Monthly FY 2022 FY 2023 FY 2024 FY 2025 FY 2026 46 East/Backroads 46 West & Templeton Gap Adelaida/Vineyard/Peachy Downtown Paso/ Tin City Paso Robles: 46 East/Backro.. Paso Robles: 46 West & Tem.. Paso Robles: Adelaida/Viney.. Paso Robles: Downtown/ Tin.. SLO Area SLO Coast 13.2K 18.3K 11.3K 2.9K 6.5K 18.2K 7.1K 8.7K 2.2K 5.1K 16.2K 4.6K 7.7K 1.8K 4.5K 15.4K 5.3K 7.4K 1.8K 4.4K 14.2K 6.2K 7.0K 1.6K 4.7K Average DTC Sales by Region February 2026 - Monthly FY 2022 FY 2023 FY 2024 FY 2025 FY 2026 46 East/Backroads 46 West & Templeton Gap Adelaida/Vineyard/Peachy Downtown Paso/ Tin City Paso Robles: 46 East/Backro.. Paso Robles: 46 West & Tem.. Paso Robles: Adelaida/Viney.. Paso Robles: Downtown/ Tin.. SLO Area SLO Coast $2.8M $4.0M $5.4M $0.4M $1.1M $1.7M $2.6M $8.8M $0.5M $1.4M $1.8M $3.2M $9.2M $0.3M $1.2M $1.8M $5.1M $7.5M $0.3M $1.1M $2.1M $5.1M $7.1M $0.3M $1.0M Total Visitors Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 34K Total DTC Sales Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun $15,630.5K FY 2022 FY 2023 FY 2024 FY 2025 FY 2026 ATBID | 4/15/26 | Item B6 | Attachment 4 Page 78 of 79 Currency: USD - US Dollar Percent Change from February 2025 Percent Change from YTD 2025 February 2026 2026 2025 2026 2025 2026 2025 Occ ADR RevPAR Room Rev Room Avail Room Sold 2026 2025 2026 2025 2026 2025 Occ ADR RevPAR Room Rev Room Avail Room Sold Census Sample Census Sample Arroyo Grande, CA+60.6 52.6 113.05 109.81 68.48 57.75 15.2 2.9 18.6 18.6 0.0 15.2 55.7 51.2 108.16 105.18 60.29 53.84 8.9 2.8 12.0 12.0 0.0 8.9 7 4 438 371 Atascadero, CA+52.5 52.4 112.40 114.56 59.04 60.05 0.2 -1.9 -1.7 -1.7 0.0 0.2 48.2 48.7 110.03 110.03 53.03 53.54 -1.0 -0.0 -1.0 -1.0 0.0 -1.0 8 6 616 575 Cambria, CA+61.0 54.6 180.63 178.27 110.25 97.40 11.7 1.3 13.2 13.2 0.0 11.7 55.3 53.3 176.17 173.04 97.43 92.27 3.7 1.8 5.6 5.6 0.0 3.7 21 14 751 480 Morro Bay, CA+56.1 51.6 132.01 119.48 74.05 61.60 8.8 10.5 20.2 20.2 0.0 8.8 53.2 50.7 126.58 117.08 67.32 59.36 4.9 8.1 13.4 13.4 0.0 4.9 31 9 974 453 Paso Robles, CA+57.0 58.5 172.29 177.59 98.19 103.97 -2.7 -3.0 -5.6 2.5 8.5 5.6 51.7 55.2 164.50 167.75 85.12 92.61 -6.3 -1.9 -8.1 -0.2 8.5 1.7 23 13 1616 1142 Pismo Beach, CA+60.4 58.3 201.27 194.23 121.57 113.19 3.7 3.6 7.4 7.8 0.4 4.1 56.4 56.3 190.31 186.50 107.29 105.06 0.1 2.0 2.1 2.5 0.4 0.5 29 17 2020 1605 San Luis Obispo, CA+70.7 67.1 167.18 160.58 118.23 107.72 5.4 4.1 9.8 17.8 7.4 13.2 66.0 64.6 156.66 152.23 103.40 98.32 2.2 2.9 5.2 12.9 7.4 9.7 41 23 2635 1879 San Simeon, CA+60.7 44.2 120.88 113.41 73.38 50.12 37.4 6.6 46.4 46.2 -0.2 37.1 55.3 42.4 110.41 110.70 61.10 46.97 30.4 -0.3 30.1 29.8 -0.2 30.2 10 4 600 247 Five Cities+60.8 57.3 196.00 187.48 119.25 107.41 6.2 4.5 11.0 12.0 0.9 7.2 56.5 55.5 185.12 180.83 104.61 100.30 1.9 2.4 4.3 5.2 0.9 2.8 47 25 2894 2187 North Coast+60.8 51.0 151.07 148.80 91.84 75.92 19.2 1.5 21.0 20.9 -0.1 19.1 55.4 49.4 143.78 144.96 79.60 71.67 12.0 -0.8 11.1 11.0 -0.1 11.9 40 18 1519 727 North County+55.8 56.7 155.98 159.71 87.01 90.61 -1.7 -2.3 -4.0 1.7 6.0 4.2 50.8 53.3 149.47 151.52 75.95 80.75 -4.7 -1.4 -5.9 -0.3 6.0 1.0 32 19 2259 1717 South County+65.6 61.8 181.43 174.27 118.97 107.75 6.1 4.1 10.4 14.7 3.9 10.2 61.1 59.7 170.68 166.79 104.21 99.56 2.3 2.3 4.7 8.8 3.9 6.3 87 48 5511 4066 San Luis Obispo County 61.3 58.1 166.66 162.04 102.16 94.12 5.5 2.9 8.5 13.5 4.6 10.3 56.7 55.9 157.76 155.40 89.51 86.84 1.5 1.5 3.1 7.8 4.6 6.2 200 95 10666 7095 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 - February 2026 vs February 2025 Occ % 2026 © 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: 2026 STR, LLC / STR Global, Ltd. trading as "STR". Year to Date - February 2026 vs February 2025 Occ %RevPAR Rooms Participation PropertiesADRRevPARADR ATBID | 4/15/26 | Item B6 | Attachment 5 Page 79 of 79