CC 2021-05-25_09a AGTBID Annual AssessmentMEMORANDUM
TO: CITY COUNCIL
FROM: WHITNEY McDONALD, CITY MANAGER
BY: JESSICA MATSON, LEGISLATIVE & INFORMATION SERVICES
DIRECTOR/CITY CLERK
SUBJECT: PUBLIC HEARING TO DISCUSS AND CONSIDER A RESOLUTION
LEVYING AN ANNUAL ASSESSMENT FOR THE ARROYO GRANDE
TOURISM BUSINESS IMPROVEMENT DISTRICT (AGTBID) AND
ADOPTION OF A RESOLUTION ADOPTING THE FISCAL YEAR 2021-
22 BUDGET
D ATE: MAY 25, 2021
SUMMARY OF ACTION:
Conduct the public hearing to levy an annual assessment for Fiscal Year 2021-22 to
defray the costs of services, activities, and programs promoting tourism for the benefit of
lodging businesses within the Arroyo Grande Tourism Business Improvement District
(AGTBID), and approve the FY 2021-22 budget for the AGTBID.
IMPACT ON FINANCIAL AND PERSONNEL RESOURCES:
Based on the anticipated year-end results for FY 2020-21, the assessment expected to
be collected in FY 2021-22 totals approximately $136,000. TBID assessments are
projected to be lower than previous years due to COVID-19’s impact on tourism but we
are projecting a 9% increase compared to FY 2020-21. The AGTBID budget provides
$5,000 to the City for vacation rental code compliance services.
RECOMMENDATION:
It is recommended the City Council: 1) Conduct a public hearing to receive testimony
regarding the City Council’s intention to continue the AGTBID and levy an annual
assessment for Fiscal Year 2021-22; 2) Determine whether a legally sufficient number of
protests have been made; 3) If a legally sufficient protest is not made, adopt a Resolution
confirming the Advisory Board’s report and levying an annual assessment for the AGTBID
for the FY 2021-22; and 4) Adopt a Resolution approving the FY 2021-22 budget for the
AGTBID.
BACKGROUND:
In May 2013, the City Council adopted an Ordinance establishing the AGTBID. The
AGTBID was formed under the Parking and Business Improvement Law of 1989,
Item 9.a. - Page 1
CITY COUNCIL
PUBLIC HEARING TO DISCUSS AND CONSIDER A RESOLUTION LEVYING AN
ANNUAL ASSESSMENT FOR THE ARROYO GRANDE TOURISM BUSINESS
IMPROVEMENT DISTRICT (AGTBID) AND ADOPTION OF A RESOLUTION ADOPTING
THE FISCAL YEAR 2021-22 BUDGET
MAY 25, 2021
PAGE 2
Sections 36500 et seq. of the Streets and Highways Code and incorporated into the
Arroyo Grande Municipal Code (AGMC) in Title 3, Chapter 3.46.
The purpose of forming the AGTBID was to provide revenue to defray the costs of
services, activities, and programs promoting lodging businesses in the AGTBID through
the promotion of scenic, recreational, cultural, and other attractions in the AGTBID as a
tourist destination. An assessment is levied on all lodging businesses within the AGTBID
boundaries and is based upon two percent of the rent charged by the operator per
occupied room per night for all transient occupancies.
In December 2014, the City Council adopted an Ordinance amending Chapter 3.46 of the
Arroyo Grande Municipal Code to provide that the same exemptions that apply to the
Transient Occupancy Tax apply to AGTBID assessments and amended the definition of
"lodging" to include vacation rentals and homestays.
In accordance with the provisions in the Streets and Highways Code and AGMC Section
3.46.100, the City Council appointed an Advisory Board. Pursuant to Streets and
Highways Code Section 36533, the Advisory Board is to prepare an annual report, which
is to be submitted to the City Council for its review and approval. Accordingly, the AGTBID
Advisory Board submitted the annual report (Attachment 1) to the City Council for
consideration at its April 27, 2021 meeting, which was approved.
AGMC Section 3.46.060 also provides that the assessments for the AGTBID are to be
reviewed annually by the City Council based upon the annual report of the Advisory
Board, and after approval of the annual report, the City Council is to follow the hearing
process outlined in Streets and Highways Code Section 36534 for the annual assessment
for the upcoming fiscal year. Section 36534 provides for the adoption of a Resolution of
Intention to levy an annual assessment for that fiscal year. The Resolution also set a
public hearing date in order to receive any written or oral protests against the continuation
of the AGTBID as required by the applicable statute. Accordingly, on April 27, 2021, the
City Council adopted a Resolution setting a public hearing for May 25, 2021.
Additionally, the AGTBID Advisory Board has reviewed a preliminary budget for FY 2021-
22 based on activity during FY 2020-21. Due to the absence of a marketing firm in FY
2017-18, the AGTBID currently has an estimated fund balance of $250,000.
In order to continue the momentum of the AGTBID’s tourism marketing efforts and to fund
a portion of a vacation rental code compliance officer position, the AGTBID Advisory
Board is recommending the approval of the FY 2021-22 budget that includes an
appropriation of $92,750 from the fund balance into the AGTBID FY 2021-22 operating
budget.
Item 9.a. - Page 2
CITY COUNCIL
PUBLIC HEARING TO DISCUSS AND CONSIDER A RESOLUTION LEVYING AN
ANNUAL ASSESSMENT FOR THE ARROYO GRANDE TOURISM BUSINESS
IMPROVEMENT DISTRICT (AGTBID) AND ADOPTION OF A RESOLUTION ADOPTING
THE FISCAL YEAR 2021-22 BUDGET
MAY 25, 2021
PAGE 3
Since 2018, the TBID has taken on a more proactive role to more successfully market
Arroyo Grande.
ANALYSIS OF ISSUES:
The AGTBID has been in effect for almost eight years and has been very successful. The
Advisory Board implements the programs and activities funded through the AGTBID. The
Chamber of Commerce administers the program; therefore, minimal staff time has been
required by the City. In June 2018, the Council approved an Agreement with Verdin
Marketing for tourism marketing services to provide a fresh perspective and innovative
ideas given the current economic climate and needs of Arroyo Grande’s tourism market.
Since that time, a tourism website, rebranding of Visit Arroyo Grande, completion of a
tourism strategic plan, advertising campaigns, and other marketing efforts have been
developed and implemented.
Today’s public hearing will allow lodging businesses subject to the assessment an
opportunity to submit comments, voice concerns, and protest the assessment. As set
forth in Sections 36524 and 36525 of the California Streets and Highways Code, the City
Council has the ability to continue to implement the AGTBID at this public hearing, unless
written protests are received from lodging businesses that pay 50% or more of the
proposed assessments. In that event, the Council cannot consider continuation of the
AGTBID for at least one year. If the required number of written protests is not received,
Streets and Highways Code Section 36535 provides that at the conclusion of the hearing,
a Resolution confirming the Advisory Board’s report may be adopted. The statute further
provides that adoption of the Resolution constitutes the levy of the assessment for the
fiscal year. A Resolution has been prepared for City Council consideration and adoption
if there is no legally sufficient protest.
The AGTBID Advisory Board recommends approval of the FY 2021-22 budget for the
AGTBID, which is included in the attached Resolution. The budget incorporates additional
funding requested by the City to fund a portion of a vacation rental code compliance
officer.
ALTERNATIVES:
The following alternatives are provided for the Council’s consideration:
1. Conduct the public hearing, determine whether a legally sufficient number of
protests have been made, and if a legally sufficient protest has not been made, adopt
a Resolution confirming the Advisory Board’s report and levying an annual
assessment for the AGTBID for the 2021-22 fiscal year and adopt a Resolution
adopting the AGTBID FY 2021-22 budget;
Item 9.a. - Page 3
CITY COUNCIL
PUBLIC HEARING TO DISCUSS AND CONSIDER A RESOLUTION LEVYING AN
ANNUAL ASSESSMENT FOR THE ARROYO GRANDE TOURISM BUSINESS
IMPROVEMENT DISTRICT (AGTBID) AND ADOPTION OF A RESOLUTION ADOPTING
THE FISCAL YEAR 2021-22 BUDGET
MAY 25, 2021
PAGE 4
2. Conduct the public hearing, determine whether a legally sufficient number of
protests have been made, and if a legally sufficient protest has not been made, adopt
a Resolution confirming the Advisory Board’s report and levying an annual
assessment for the AGTBID for the FY 2021-22; make modifications to the budget
and adopt a Resolution approving the modified AGTBID budget for FY 2021-22; or
3. Provide other direction to staff.
ADVANTAGES:
The recommendations will enable the City to extend the AGTBID, which provides a
mechanism to generate funding to promote lodging stays and tourism in the City, which
increases transient occupancy tax revenue and supports local businesses.
DISADVANTAGES:
No disadvantages with levying the assessment for another year are identified.
ENVIRONMENTAL REVIEW:
No environmental review is required for this item.
PUBLIC NOTIFICATION AND COMMENTS:
The Agenda was posted at City Hall and on the City’s website in accordance with
Government Code Section 54954.2.
Attachments:
1. Proposed Resolution – Annual Assessment
2. Proposed Resolution – AGTBID FY 2021-22 Budget
3. Annual Report
Item 9.a. - Page 4
RESOLUTION NO.
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF
ARROYO GRANDE LEVYING AN ANNUAL ASSESSMENT
FOR THE ARROYO GRANDE TOURISM BUSINESS
IMPROVEMENT DISTRICT FOR THE 2021-22 FISCAL
YEAR
WHEREAS the Parking and Business Improvement Area Law of 1989, sections 36500 et
seq. of the Streets and Highways Code, authorizes cities to establish business
improvement districts for several purposes, one of which is the promotion of tourism; and
WHEREAS the Arroyo Grande Tourism Business Improvement District (“AGTBID” or
“District”) was established in May 2013 and incorporated into the Arroyo Grande
Municipal Code in Chapter 3.46; and
WHEREAS in accordance with the requirements of Streets and Highways Code Section
36530 and Arroyo Grande Municipal Code Section 3.46.100, the City Council appointed
an Advisory Board to provide oversight, guidance, and recommendations regarding the
use of the assessment funds; and
WHEREAS the Arroyo Grande Municipal Code and the Parking and Business
Improvement Area Law of 1989 requires the Advisory Board to prepare and submit an
annual report stating proposed changes, improvements, and activities for the fiscal year;
and
WHEREAS the Advisory Board annual report was considered and approved by the
Arroyo Grande City Council at its April 27, 2021 meeting; and
WHEREAS, in accordance with the procedures contained in Streets and Highways Code
Section 36534, on April 27, 2021, the City Council adopted a Resolution of Intention to
levy an annual assessment for the Arroyo Grande Tourism Business Improvement District
for the 2021-22 fiscal year and set a public hearing for May 25, 2021, to consider the
annual assessment and hear any oral testimony and receive any written protests; and
WHEREAS, the City Council held a duly noticed public hearing on May 25, 2021, to allow
for protests, as required by Streets and Highway Code Section 36524, and, sufficient
written protests were not received from lodging businesses in the District which pay fifty
percent or more of the assessment.
NOW, THEREFORE, BE IT RESOLVED that the City Council of the City of Arroyo
Grande as follows:
SECTION 1. The recitals set forth herein are true, correct and incorporated herein by this
reference.
Attachment 1
Item 9.a. - Page 5
RESOLUTION NO.
PAGE 2
SECTION 2. The City Council hereby continues the established Arroyo Grande Tourism
Business Improvement District in accordance with Arroyo Grande Municipal
Code Chapter 3.46 and California Streets and Highways Code Sections
36500 et seq. (Parking and Business Improvement Area Law of 1989) and
levies assessments for fiscal year 2020-21 as further contained herein.
SECTION 3. The report of the Arroyo Grande Tourism Business Improvement District
Advisory Board is hereby confirmed.
SECTION 4. The location and boundaries of the Arroyo Grande Tourism Business
Improvement District are the boundaries of the City of Arroyo Grande.
SECTION 5. The assessment levied by the Arroyo Grande Tourism Business
Improvement District shall be used for activities and programs promoting
lodging businesses in the District through the promotion of scenic,
recreational, cultural, and other attractions in the District as a tourist
destination, and as further set forth in Arroyo Grande Municipal Code
Section 3.46.030.
SECTION 6. The assessment will be levied and allocated by the City of Arroyo Grande.
SECTION 7. The assessment is to be levied on all “lodging,” as that term is defined in
Arroyo Grande Municipal Code Section 3.46.020.
SECTION 8. The assessment for fiscal year 2021-22 shall be levied on all lodging
businesses within the AGTBID boundaries and shall be based upon two
percent of the rent charged by the operator per occupied room per night for
all transient occupancies. The assessment shall be collected quarterly,
based on two percent of the rent charged by the operator per occupied room
per night in revenues for the previous quarter.
SECTION 9. New lodging businesses shall not be exempt from immediate assessment.
On motion of Council Member , seconded by Council Member , and by the
following roll call vote, to wit:
AYES:
NOES:
ABSENT:
the foregoing Resolution was passed and adopted this 25th day of May, 2021.
Item 9.a. - Page 6
RESOLUTION NO.
PAGE 3
___________________________________
CAREN RAY RUSSOM, MAYOR
ATTEST:
___
JESSICA MATSON, CITY CLERK
APPROVED AS TO CONTENT:
_____________________________________
WHITNEY McDONALD, CITY MANAGER
APPROVED AS TO FORM:
___________________________________
TIMOTHY J. CARMEL, CITY ATTORNEY
Item 9.a. - Page 7
RESOLUTION NO.
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF
ARROYO GRANDE ADOPTING THE FISCAL YEAR 2021-22
BUDGET FOR THE ARROYO GRANDE TOURISM
BUSINESS IMPROVEMENT DISTRICT
WHEREAS, on February 26, 2013, the City Council adopted Resolution No. 4516
establishing the Arroyo Grande Tourism Business Improvement District (“AGTBID” or
“District”) Advisory Board (“Advisory Board”); and
WHEREAS, on May 14, 2013, the City Council adopted Ordinance No. 651 establishing the
AGTBID; and
WHEREAS, the purpose of the Advisory Board is to consult with and advise the City Council
on those matters dealing with the method and basis of levying assessments within the
AGTBID; expenditures of revenues derived from such assessments; and programs, services,
improvements, and activities intended to promote lodging establishments within the District;
and
WHEREAS, on March 22, 2021, the Advisory Board approved the FY 2020-21 AGTBID
Annual Report; and
WHEREAS, on April 27, 2021, the City Council approved the Advisory Board’s Annual Report
and adopted a Resolution of Intention to levy and collect assessments for the 2021-22 fiscal
year and to set the date for a public hearing for May 25, 2021; and
WHEREAS, on May 25, 2021, the City Council adopted a Resolution confirming the Advisory
Board’s Annual Report and levying an annual assessment for the AGTBID for the 2021-22
fiscal year; and
WHEREAS, the budget recommendations are based upon City revenue projections and will
fund a work plan that meets the objectives, goals, and responsibilities of the AGTBID.
NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of Arroyo Grande as
follows:
1.The recitals set forth herein are true, correct and incorporated herein by this reference.
2.The City Council hereby adopts the FY 2021-22 budget for the Arroyo Grande Tourism
Business Improvement District attached hereto as Exhibit A.
On motion by Council Member _________, seconded by Council Member _______, and on
the following roll call vote, to wit:
AYES:
NOES:
ABSENT:
The foregoing Resolution was passed and adopted this 25th day of May, 2021.
Attachment 2
Item 9.a. - Page 8
RESOLUTION NO.
PAGE 2
CAREN RAY RUSSOM, MAYOR
ATTEST:
JESSICA MATSON, CITY CLERK
APPROVED AS TO CONTENT:
WHITNEY McDONALD, CITY MANAGER
APPROVED AS TO FORM:
TIMOTHY J. CARMEL, CITY ATTORNEY
Item 9.a. - Page 9
FY 2021/22 AGTBID Budget (PROPOSED)
Estimated Fund Balance for FY 2020/21 is $250,000
Revenue Source Amount
TBID Assessments 136,250$
Interest 500$
Appropriation from fund balance 92,750$
Total Revenue 229,500$
Activity Amount Amount
Advertising
Consultant Services 85,500.00$ 500$
Photo/Video Assets 10,000.00$ 10,000.00$
Advertising Hard Costs 64,500.00$ 10,500$
Website 6,500.00$
Sub-total Advertising 166,500$
Services & Supplies 229,500$
City - administrative 3,000.00$
Chamber - Contract admin. 42,000.00$
Supplies/Domains 2,500.00$
Vacation rental code compliance $5,000
Sub-total Services & Supplies 52,500$
CCTC
Total Expenditures
Co-op/Sponsorships
Sub-total Membership & Subs.
REVENUES
Membership & Subscriptions
Activity
EXPENDITURES
EXHIBIT A
Item 9.a. - Page 10
Annual Report | 2020–2021
1
Attachment 3
Item 9.a. - Page 11
Overview and Goals 3
Strategic Plan 4
Completed Initiatives 5
Personas 6
Destination Campaigns 9
Results at a Glance 10
Email Marketing 11
Social Media 12
Paid Media 13
Outreach to Local Lodging Partners 14
Public Relations & Partnerships 15
Addendum 17
Table of Contents
2 Item 9.a. - Page 12
Overview & Goals
The Arroyo Grande Tourism Business Improvement
District (AGTBID) has a plan in motion to reach
travelers whose interests and behaviors align with
the genuine experiences found in our area. These
travelers are ready to discover the magic of Arroyo
Grande—a town differentiated by its charming
atmosphere, striking scenery, and access to some of
the Central Coast’s most sought-after experiences.
The AGTBID Advisory Board consists of lodging
business owners within the city of Arroyo Grande and
others with knowledge of tourism and/or the lodging
industry. The AGTBID helps to promote Arroyo
Grande as a travel destination and is funded by a 2%
assessment administered by lodging partners for
this purpose.
Position Arroyo Grande as
a travel destination
Increase overnight stays in
Arroyo Grande
Introduce new visitors to
Arroyo Grande
Marketing Goals:
3Item 9.a. - Page 13
In August 2020, the AGTBID finalized their three-year strategic plan defining key
imperatives, objectives to measure and initiatives to execute. This plan will guide all future
marketing efforts and direct the AGTBID as an organization.
Vision Mission Position
A thriving community
rooted in authentic
hospitality and nourished
by a strong economy
To market Arroyo Grande as a
desirable travel destination,
create memorable
experiences and support a
prosperous economy and
community
Visit Arroyo Grande is the city’s primary source for destination marketing
services and tourism leadership. We are:
• Storytellers of the Arroyo Grande tourism experience
• Providers of tourism related information and data
• Collaborators championing the value of tourism and supporting key
tourism drivers
• Stewards balancing the benefits of tourism with Arroyo Grande’s
quality of life
Values Reputation
• Truth
• Excellence
• Te amwork
• Community
• Impact
• Transparent
• Forward-thinking
• Reliable
• Humble
• Partners
Imperatives Objectives Initiatives
Support the Destination
in Tourism Recovery
and Strengthen
Organizational Capacity
for Future Impact
• Recover/Achieve 2019
Occupancy Rate
• Increase Staffing budget
• Align on and implement tiered re-opening marketing and
communication plan with key partners and stakeholders
• Advocate for organizational capacity to ensure the resiliency of AG’s
tourism economy
• Enhance the tourism industry’s position and importance in AG’s
economic recovery
Increase Brand
Awareness as a Central
California Destination
of Choice
• Increase share of county
visitor volume
• Increase use of shared
brand assets
• Differentiate AG brand's position in the larger SLO CAL travel market
• Create a content library and tool kit to influence a unified brand approach
• Pursue opportunities for collaborative and aligned promotional
partnerships and messaging
Ensure the Quality of
our Brand Promise and
Visitor Experience
• Increase number of visitor
hours in market
• Increase length of stay
• Create a framework to evaluate and promote events that generate
new and repeat visitors to the destination
• Encourage the availability of downtown and highlight opportunities
• Design attractive trip itineraries to drive visitation to AG’s portfolio
of experiences
Expand Stakeholder
and Community
Engagement to Create a
Collaborative and
Supportive Tourism
Industry
• Increase representation
of lodging partners on the
Board
• Grow stakeholder
participation
• Increase resident
approval of tourism
• Create a stakeholder engagement and outreach campaign to
educate and promote the value of the TBID to lodging partners
• Collaborate with stakeholders to design and expand co-operative
marketing programs
• Increase the voice of tourism with key governmental, businesses
and community decision makers and leaders
2021–2024 Strategic Plan
4 Item 9.a. - Page 14
Completed Initiatives
As a strategic plan initiative, AGTBID developed a content library that unified its
brand and can be shared with partners to help tell the story of Arroyo Grande. This
included photography, brand guidelines, logos, social media handles and hashtags.
Another initiative completed this fiscal year were trip itineraries to help drive
visitation to Arroyo Grande experiences. To view the itineraries visit the below links:
Outdoor Adventures—visitarroyogrande.org/outdoor-itinerary/
Family Fun—visitarroyogrande.org/family-itinerary/
5Item 9.a. - Page 15
Personas
What Matters to Eric?
Eric likes to stay busy. When he has a free moment, he chases new experiences that make
him feel connected to the outdoors. Eric has an open mind, looks for opportunities, and is
known to decide at the last minute to travel for the weekend. He consumes media in the
digital space and stays connected through social media, which is where he’ll learn about
Arroyo Grande. Outdoor adventurers are a growing population, so this is an important
audience for Arroyo Grande to learn to connect with.
How Arroyo Grande Appeals to Eric
Arroyo Grande is a great place to recharge in the outdoors with rolling hills on one side and
beach towns on the other. Eric will enjoy the open space and the chance to get outside and
bike—especially if the day ends with a hearty meal and a handcrafted beverage from one of
Arroyo Grande’s restaurants. He’ll also appreciate the proximity to the beach and is likely to
visit Lopez Lake for more outdoor experiences.
We know it takes a lot more than demographics to understand the Arroyo Grande visitor
profile. Verdin builds personas to craft messages and assets that are specific to their
behaviors and interests with the goal of getting them to visit our destination. Leveraging
the recent SLO CAL visitor study, the Verdin team developed the following three personas.
On-the-Go Eric
Seeks experiences that connect
him with nature
6 Item 9.a. - Page 16
What Matters to Fiona?
Fiona is always looking for new vacations where her family can spend time together
and have a special getaway without traveling too far from home. A young mother,
Fiona loves her family and wants her two kids to learn to love traveling the way she
does. She stays connected to her friends and family on Instagram where she finds
inspiration for activities, meals, and travel planning. She makes decisions based on
reviews, her friends’ feedback, and what she perceives will bring her family closer
together, and she’s always got her eye out for a good deal.
How Arroyo Grande Appeals to Fiona
Arroyo Grande has that “set apart” feeling that Fiona wants her family to have. The
quaint Arroyo Grande Village, the swinging bridge, the historic buildings and the
nearby beaches fulfill the types of things Fiona looks for when she plans trips. Fiona
will travel with her family, which makes it more likely that she will spend money in
the destination she visits. It’s important she knows that even if the beach is on the
itinerary, they will enjoy staying in Arroyo Grande because of the family-friendly feel
and the great restaurants (including a stop at Doc Burnstein’s, of course!). Arroyo
Grande fits this mom’s criteria because it is safe, friendly and accessible.
Family-Focused Fiona
Seeks experiences that bring her
family together
7Item 9.a. - Page 17
What Matters to Rachel?
Rachel enjoys new experiences, but she’ll definitely do her research and planning. She
looks for fresh ways to have comfortable and relaxing vacations that will allow her to
connect with the people she cares about. When she finds a new favorite, whether a
restaurant, hotel or winery, she will generously share it with her friends and family. Rachel
likes to leave a vacation feeling revitalized. To accomplish that, she will do her research
online before making reservations, so there is opportunity to reach her on multiple
platforms and connect on an ongoing basis through social media and email marketing.
How Arroyo Grande Appeals to Rachel
With a higher household income, money doesn’t guide Rachel’s decisions as much as
her perception of the best option. She makes decisions based on perceived quality and
comfort. She will appreciate Arroyo Grande’s peaceful and beautiful setting, with the
expanses of farmlands and vineyards. Rachel will enjoy the Arroyo Grande wine tasting
experience, and it’s important for her to know she can have it all here without traveling to
Paso Robles. She will bring friends along to Arroyo Grande to stroll the historic streets,
shop for antiques, eat dinner in the Village, grab a cocktail at Mason Bar, and perhaps
catch a show at the Clark Center.
Ready-to-Relax Rachel
Seeks experiences that leave her refreshed
and inspired
8 Item 9.a. - Page 18
Verdin created a series of digital ads and placed them programmatically and on social
media to build brand awareness for Visit Arroyo Grande and to get more heads in beds
within city limits. Our design team developed several motion graphics, a cost-effective
way to attract key audiences’ attention through movement and inspirational messaging
about the unique travel opportunities Arroyo Grande has to offer.
Destination Campaigns
Fresh
The Fresh campaign was placed on hold while leisure
travel was more restricted. During that time, two
photoshoots were conducted focusing on the family
and relaxed traveler personas. Hiking in wine country
and Biddle Park, fishing at Lopez lake, picnics at
Heritage Park, as well as u-pick experiences at Rutiz
Farms were featured. The campaign launched in
February 2021 as travel sentiment and vaccine
distribution began to increase.
Wander Here
Due to the pandemic, the “Wander Here” campaign was paused in
March of 2020. With assets only being in market for a short period
of time, the motion graphic ads were re-launched in September
2020 which were still relevant and compelling to our target
audiences. The “Wander Here” campaign targeted Visit Arroyo
Grande’s On-the-Go Eric persona with dynamic imagery of hiking,
biking and windsurfing attractions set to uplifting music, calling on
people to come experience the outdoors.
9Item 9.a. - Page 19
Results at a Glance
July–February YOY
19% increase
in pages viewed per visit
48% increase
in time on site
Reached 881,796
through digital advertising
Facebook
17,129
engagements
12,241
clicks from digital advertising
Instagram
114% increase
in followers
Transient Occupancy Tax (TOT)
July–January totals
2020-2021:
$519,636
2019-2020:
$684,104
2018-2019:
$596,208
2017-2018:
$576,450
2016-2017:
$568,391
24% decrease
in page views YOY
10 Item 9.a. - Page 20
Email Marketing
Email marketing has been a great way to share
the unique experiences of Arroyo Grande. Our
newsletter is sent out the middle of each month.
We feature content based on:
• A specific theme from Arroyo Grande’s key
messaging points
• Promoting events, new happenings and local
businesses that support tourism
• Sending email recipients to the website by
highlighting activities, restaurants and
accommodations that build interest in
planning an Arroyo Grande getaway
Due to the pandemic, we paused the email
marketing tactic until leisure travel was less
restricted. It was re-engaged in February 2021.
2.4% average click rate
Enewsletter Results:
1,066 email subscribers
2 distributed newsletters
24% average open rate
11Item 9.a. - Page 21
Social Media
Engaging content on social media has helped Arroyo
Grande continue to connect and interact with our
audiences with the goals to build valuable relationships,
create brand ambassadors and tell the story of this
unique destination. Through social media, we:
• Used videos to tell our stories, understanding that
video shares emotion like no other medium
• Shared local stories that highlight the friendly and
historic character of Arroyo Grande
• Focused on Facebook and Instagram to connect
with our target personas
• Shared user-generated content on Instagram to
build our audience and showcase real people’s
experiences in the destination
17,129 engagements
6,517 total engagements
186,627 impressions
Facebook Results:
Instagram Results:
6,275 followers
2,589 followers
12 Item 9.a. - Page 22
Paid Media
Research and past paid media performance helped guide AGTBID to identify its
target audience—those who expressed interest in Arroyo Grande experiences. In
the paid media plan, it's been determined where to reach these potential travelers.
Destination marketing is about the right message, to the right person, on the right
channel at the right time. The message and the medium must feel highly
personalized. Next fiscal year, AGTBID looks forward to drawing more visitors to
Arroyo Grande through engaging advertising that speaks to the interests of its
audiences. Below is the 2020–2021 media plan that was approved by the board.
2020–2021 Media Plan
August - June
Platform Target Region Target Behaviors OCT Totals
Boosted Posts Boosted Posts
Fresno, Visalia, Bakersfield,
LA Suburbs, Inland Empire
$0 $6,520
Relaxation Seeker Fresno, Visalia, Bakersfield,
LA Suburbs, Inland Empire
Wine, Beer, Food,
Shopping, History,
Relaxing Outdoor Fun
Biking, Hiking, Kayak,
Surfing, Golf
Kid activies, food, wine,
beer, outdoor fun, events
Fresno, Visalia, Bakersfield,
LA Suburbs, Inland Empire
Nature Lover $3,950 $26,145
$3,950 $7,900
Family Focused $0 $17,345
$6,000
Programmatic Video
Reactive Opportunities
Facebook & Instagram Ads
SEP
$120
$3,950
$3,950
$0
$8,020
AUG
$200
$0
$0
$0
$0 $7,900
NOV
$100
$2875
$0
$2875
$5,850
DEC
$800
$900
$0
$0
$1,700
JAN
$0
$0
$0
$0
$0 $63,910Grand Total
FEB
$300
$2,720
$0
$2,720
$5,740
MAR
$1,500
$3,250
$0
$3,250
$8,000
APR
$1,500
$3,250
$0
$3,250
$8,000
$2,750
$2,750
MAY
$1,000
$0
$6,500
$2,500
$2,500
JUN
$1,000
$0
$6,000
13Item 9.a. - Page 23
One key imperative of the Visit Arroyo Grande 2021–2024 Strategic Plan is to expand stakeholder and
community engagement to create a collaborative and supportive tourism industry. The objectives of
this imperative are to increase representation of lodging partners on the TBID Board, grow stakeholder
participation, and increase resident approval of tourism. The initiatives are to create a stakeholder
engagement and outreach campaign to educate and promote the value of the TBID to lodging partners,
collaborate with stakeholders to design and expand co-operative marketing programs, and increase
the voice of tourism with key governmental, businesses and community decision makers and leaders.
In line with these directives from the Strategic Plan, here are some examples of steps AGTBID took this
past year to connect with its tourism partners:
Outreach to Local Lodging Partners
• Invited lodging partners to participate in the
strategic planning virtual sessions with
Coraggio Group
• Checked in with lodging partners at the onset of
COVID-19 and shared organizational updates
• Updated lodging property contact list for future
communications
• Connected with The Agrarian General Manager
to encourage participation and provide tourism
marketing updates from Visit Arroyo Grande
• Outreach to the Premier Inn who attended a
recent AGTBID meeting and is working to secure
a member of the team to attend future board
meetings to keep connected
• Arroyo Grande lodging partner communications
via email regarding various topics such as
COVID-19 restrictions, Village promotion, TBID
Board vacancies, Visit Arroyo Grande social
media and website links, marketing
presentations, Visit SLO CAL communications,
and invitations for future TBID meetings
• Connected with four vacation rental property
owners who expressed interest in serving on the
board and attended at least one TBID meeting to
date
• Sent lodging properties a marketing toolkit
created by Verdin to help unify the Visit Arroyo
Grande brand that included professional photos,
logos, hashtags and brand guidelines
• Delivered South County Visitor & Community
Guides and South County Maps to the larger
Arroyo Grande hotels that was then
accompanied by a letter that explained the value
of the publications and links to digital versions
• Updated lodging properties on the renovation
and grand reopening of the California Welcome
Center in Pismo Beach
• Planned future Arroyo Grande hotel visits to
meet the general manager, drop off a board
application and answer questions
14 Item 9.a. - Page 24
This fiscal year the AGTBID continued to leverage its existing partnership with Visit SLO
CAL. Visit SLO CAL has been making a long-term investment to support visitors to the
county, and Arroyo Grande’s public relations efforts have complemented this initiative.
By continuing to partner with Visit SLO CAL, Arroyo Grande will be able to increase
earned media and exposure.
Public Relations & Partnerships
Partnerships:
Visit SLO CAL is the non-profit
countywide destination
marketing and management
organization for SLO CAL (San
Luis Obispo County, CA). They are
responsible for promoting a
community as an attractive travel
destination and enhancing its
public image as a dynamic place to
live and work. AGTBID submitted
content about Arroyo Grande for
use in media pitching and story
lead generation.
The Central Coast Tourism
Council (CCTC) is a marketing
organization that promotes the
Central Coast of California. We
submitted content on behalf of
Arroyo Grande for the following
marketing topics:
• Webcams for virtual
experiences
• State Parks (Lopez Lake)
• Social media content
Visit Arroyo Grande worked with
Coraggio Group, a strategy and
organizational change
management consulting group, to
create a three-year tourism
strategic plan. See addendum for
final plan.
15Item 9.a. - Page 25
visitarroyogrande.org16 Item 9.a. - Page 26
Addendum
17Item 9.a. - Page 27
THIS PAGE INTENTIONALLY LEFT BLANK
Item 9.a. - Page 28