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CC 2024-03-2612a TBID Annual ReportItem 12.a. MEMORANDUM TO: City Council FROM: Sheridan Bohlken, Recreation Services Director SUBJECT: Consideration of Annual Report and Adoption of Resolution of Intention for Levy of Annual Assessment for the Arroyo Grande Tourism Business Improvement District DATE: March 26, 2024 SUMMARY OF ACTION: Receive and approve the Annual Report, which provides information on the activities of the Arroyo Grande Tourism Business Improvement District (AGTBID) during the past year and adopt a Resolution of Intention that would continue the levy of annual assessments for AGTBID for another year. IMPACT ON FINANCIAL AND PERSONNEL RESOURCES: Based on the anticipated year-end results for 2023-24, the assessments expected to be collected total approximately $309,000 for FY 2023 -24. The AGTBID budget provides $5,000 to the City to cover a portion of the City’s cost associated with supporting a Community Services Specialist position for vacation rental code compliance. The AGTBID budget also provides $45,000 to the City to administer the AGTBID. RECOMMENDATION: 1) Receive and approve the Annual Report; 2) Adopt a Resolution of Intention to levy and collect assessments within the AGTBID area for FY 2024-25; 3) If the Resolution of Intention to levy and collect assessments within the AGTBID area for FY 2024-25 is adopted, set the date for a public hearing fo r April 23, 2024, in accordance with Streets and Highways Code Section 36534; and 4) Determine that approving the annual report and adopting a Resolution of Intention to levy and collect assessments is not subject to the California Environmental Quality Act (“CEQA”) because it has no potential to result in either a direct, or reasonably foreseeable indirect physical change in the environment. (State CEQA Guidelines, §§ 15060, subd. (b)(2)-(3), 15378. BACKGROUND: In May 2013, the City Council adopted Ordinance No. 651 establishing the AGTBID. The Page 97 of 124 Item 12.a. City Council Consideration of Annual Report and Adoption of Resolution of Intention for Levy of Annual Assessment for the Arroyo Grande Tourism Business Improvement District March 26, 2024 Page 2 AGTBID was formed under the Parking and Business Improvement Law of 1989, Sections 36500 et. seq. of the Streets and Highways Code and incorporated i nto 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 cost 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. 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 th e upcoming fiscal year. Section 36534 provides for the adoption of a Resolution to levy an annual assessment for that fiscal year. The Resolution also sets 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. The AGTBID has been in effect for almost ten (10) years. In January 2018, the City Council combined the Tourism Marketing Committee, which was coordinated by the Chamber of Commerce, and the Advisory Board, increasing the number of members of the Advisory Board from a minimum of three (3) to not more than nine (9). The Advisory Board implements the programs and activities funded through the AGTBID. The South County Chambers of Commerce administered the program until May 23, 2023, when the City Council directed staff to begin administration of the AGTBID in-house beginning July 1, 2023. In addition, the City Council directed staff to revise the bylaws that altered the make-up of the Advisory Board, allowing each member of the City Council to appoint one member of the AGTBID Advisory Board, using a similar approach as the City’s other advisory bodies, creating a five-member Board. Page 98 of 124 Item 12.a. City Council Consideration of Annual Report and Adoption of Resolution of Intention for Levy of Annual Assessment for the Arroyo Grande Tourism Business Improvement District March 26, 2024 Page 3 In June 2018, the Council approved an Agreement with Verdin Marketing for general tourism marketing services. Since that time, a tourism website, rebranding of Visit Arroyo Grande, a monthly e-newsletter, advertising campaigns, a tourism strategic plan, and other marketing efforts have been developed and implemented. The term of the initial contract with Verdin Marketing expired on June 30, 2022. The City then, on behalf of the AGTBID, issued a Request for Proposals (RFP) for marketing, communicatio ns, website management, and social media services for Visit Arroyo Grande. On June 14, 2022, the City Council reviewed the proposals and selected Verdin Marketing for AGTBID tourism marketing services and authorized the City Manager to enter into an Agreement for Consultant Services in an amount not to exceed the approved budget amount in a form approved by the City Attorney. The Agreement commenced on July 1, 2022, and continued in effect until June 30, 2023. On February 14, 2023, the City Council approved a one -year extension to the Agreement for Contractor Services between Verdin Marketing and the City of Arroyo Grande to extend through June 30, 2024. The AGTBID Advisory Board will be reviewing proposals for FY 24-25 and will present their recommendation to Council for marketing consultant services in June, 2024. ANALYSIS OF ISSUES: On February 20, 2024, the Advisory Board reviewed and approved the Annual Report and has forwarded it to the City Council for consideration. As noted above, following approval of the Annual Report and adoption of the Resolution, the next step in the process for collecting assessments over the next year is to schedule a public hearing, which is recommended to occur at the April 23, 2024, City Council meeting. The public hearing will allow lodging businesses subject to the assessment 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 levy and collect the proposed citywide AGTBID assessment at the April 23, 2024 , public hearing, unless written protests are received from lodging businesses that constitute 50% or more of the proposed assessments. In that event, the Council cannot consider continuation of the AGTBID assessments for at least one year. The current budget for FY 2023-24 is provided in Attachment 2. Estimated Actuals through February for the AGTBID revenue and expenditures are provided in Table 1 below. Page 99 of 124 Item 12.a. City Council Consideration of Annual Report and Adoption of Resolution of Intention for Levy of Annual Assessment for the Arroyo Grande Tourism Business Improvement District March 26, 2024 Page 4 Table 1 Verdin Marketing and AGTBID have worked closely to accomplish initiatives to drive tourism efforts in Arroyo Grande. The work has included a fresh perspective and innovation to identify and target specific demographic and geographic markets, gather fresh visual content for the redesigned website, access markets for advertising through destination campaigns, email marketing, blogs, social media, paid media, and partnerships. In August 2020, AGTBID finalized a Strategic Plan (Attachment 3), key imperatives and objectives, which has guided marketing efforts through the end of the FY 2023-34. From these efforts, Verdin Marketing has produced an Annual Report for the City Council to review and approve, reflecting work completed between March 2023 through January 2024. The Annual Report as presented (Attachment 4), has adhered to the required timeline pursuant to the Streets and Highways Code Section 36533, and therefore, is a review of the past 11 months. An overview of the Annual Report provides the following results for review and approval:  Target audience of the ‘Purposeful Traveler’ and ‘Families’  Geographic markets of San Franciso Bay Area, Los Angeles, and Central Valley  65% increase in website visitation  72% decrease in time on website  3% increase in pageviews  .01% decrease in Facebook engagements Page 100 of 124 Item 12.a. City Council Consideration of Annual Report and Adoption of Resolution of Intention for Levy of Annual Assessment for the Arroyo Grande Tourism Business Improvement District March 26, 2024 Page 5  23% increase in Instagram engagements  5,224,916 reach through paid media  53,068 clicks through paid media  1,384 email subscribers  11 distributed newsletters  46% open rate of e-newsletters Verdin Marketing has crafted destination campaigns focusing on the unique and historical charm of Arroyo Grande, differentiating the City for its ‘atmosphere, striking scenery and access to some of the Central Coast’s most sought-after experiences.’ In addition, partnerships have been sought with Visit California, Visit SLO CAL, and Central Coast Tourism Council (CCTC). Tools such as the Now Travel S tory Platform, co-ops with Sojern and CCTC, event promotion, and content submissions have been utilized to increase visitor awareness for the Arroyo Grande as a destination through “No Weekend Needed” and “Time Well Spent” campaigns. ALTERNATIVES: The following alternatives have been provided for the City Council’s consideration: 1. Approve staff recommendations; 2. Request changes or clarifications to the Annual Report and/or recommendation of the Resolution of Intention; 3. Do not approve staff recommendations; or 4. Provide other direction to staff. ADVANTAGES: The recommendations will enable the City Council to consider and approve the Annual Report, and extend the AGTBID, which provides a mechanism to generate funding to promote lodging stays and tourism in the City, in turn increasing transient occupancy tax revenue and supporting local businesses. DISADVANTAGES: No disadvantages with approving the Annual Report and recommending the Resolution levying the assessment for another year are identified. ENVIRONMENTAL REVIEW: No environmental review is required for this item, pursuant to State CEQA Guidelines §§ 15060(b)(2)-(3) and 15378. 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. Page 101 of 124 Item 12.a. City Council Consideration of Annual Report and Adoption of Resolution of Intention for Levy of Annual Assessment for the Arroyo Grande Tourism Business Improvement District March 26, 2024 Page 6 ATTACHMENTS: 1. Proposed Resolution of Intention 2. AGTBID FY 2023-24 Budget 3. AGTBID Strategic Plan 2021-2024 4. Annual Report Page 102 of 124 ATTACHMENT 1 RESOLUTION NO. A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF ARROYO GRANDE DECLARING ITS INTENTION TO CONTINUE THE ARROYO GRANDE TOURISM BUSINESS IMPROVEMENT DISTRICT, TO CONTINUE THE BASIS FOR AND TO LEVY THE ASSESSMENTS FOR THE DISTRICT, AND TO SET A DATE FOR THE PUBLIC HEARING ON THE DISTRICT AND THE ASSESSMENT FOR THE 2024-25 FISCAL YEAR WHEREAS, the Parking and Business Improvement Area Law of 1989 (“PBIAL”), sections 36500 et seq. of the Streets and Highway Code, authorizes cities to establish business improvement districts for several purposes, one of which is promotion of tourism; and WHEREAS, the Arroyo Grande Tourism Business Improvement District was established in May 2013 and incorporated into the Arroyo Grande Municipal Code (“AGMC”) under Chapter 3.46; and WHEREAS, in accordance with the requirements of Streets and Highways Code Section 36530 and AGMC 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 AGMC and the PBIAL require the Advisory Board to prepare and submit an annual report (“Annual Report”) stating proposed changes, improvements and activities for the fiscal year; and WHEREAS, on February 20, 2024, the Advisory Board approved the Annual Report; and WHEREAS, the Advisory Board Annual Report was filed and approved by the Arroyo Grande City Council on March 26, 2024. NOW, THEREFORE BE IT RESOLVED by the City Council of the City of Arroyo Grande as follows: 1.All recitals set forth above, are true, correct and incorporated herein. 2.The City Council hereby declares its intention to continue the Arroyo Grande Tourism Business Improvement District (“District”) in accordance with AGMC Chapter 3.46 and Streets and Highways Code Sections 36500 et seq. and to levy assessments for fiscal year 2024-25. Page 103 of 124 RESOLUTION NO. PAGE 2 3.The Annual Report is on file with the City Clerk and contains a full and detailed description of the improvements and activities to be provided for fiscal year 2024- 25.No changes to the District boundaries are proposed, and the report includes the estimated cost of providing improvements and activities for fiscal year 2024- 25.The assessment is not proposed to be increased. 4.The boundaries of the District are the boundaries of the City of Arroyo Grande. 5.The assessment levied by the 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 ACMG Section 3.46.030. 6.The assessment is proposed to be levied on all “lodging” businesses in the District, as that term is defined in AGMC section 3.46.020, and allocated by the City of Arroyo Grande. 7.The assessment shall be based upon two percent (2%) of the rent charged by the operator per occupied room per night for all transient occupancies and shall be collected quarterly. 8.New lodging businesses shall not be exempt from immediate assessment. 9.A public hearing, held pursuant to AGMC Chapter 3.46 and Streets and Highways Code Section 36535, to allow for comments and to receive written and oral protests on the District and proposed assessment, is hereby set for 6:00 p.m., Tuesday April 23, 2024, before the City Council of the City of Arroyo Grande at the City Council Chambers at 215 E. Branch St., Arroyo Grande, CA or via teleconference as follows: Zoom Meeting: https://us02web.zoom.us/j/83255848846; Webinar ID: 832 5584 8846; Or by Telephone: 1-669-900-6833; 1-346-248-7799. 10. At the public hearing, the testimony of all interested persons for or against the continuation of the District, the boundaries of the District, or the furnishing of specified types of improvements or activities will be heard. A protest may be made orally or in writing by any interested person. However, only written protests will be considered in determining if there is a majority protest. The form and manner of protests shall comply with Streets and Highways Code Sections 36524 and 36525. 11. Any protest pertaining to the regularity or sufficiency of the proceedings shall be in writing and clearly state the irregularity of defect to which objection is made. Written protests must be received by the City Clerk of the City of Arroyo Grande before the close of the public hearing scheduled herein and may delivered or mailed to the City Clerk, City of Arroyo Grande, 300 East Branch Street, Arroyo Grande, CA 93420. A written protest may be withdrawn in writing at any time before Page 104 of 124 RESOLUTION NO. PAGE 3 the conclusion of the public hearing. Each written protest shall contain a written description of the business in which the person signing the protest is interested sufficient to identify the business. If the person signing the protest is not shown on the official records of the City of Arroyo Grande as the owner of a business, then the protest shall contain or be accompanied by written evidence that the person is the owner of the business. 12. If at the conclusion of the public hearing, there are of record written protests by the owners of lodging businesses within the District that will pay fifty percent (50%) or more of the total assessments of the entire District, no further proceedings to continue the District shall occur. New proceedings to continue the District shall not be undertaken again for a period of at least one (1) year from the date of the finding of a majority protest by the City Council. If the majority of written protests are only as to an improvement or activity proposed, then that type of improvement or activity shall not be included in the District. 13. The City Clerk is instructed to provide notice as required by AGMC Chapter 3.46 and Streets and Highways Code Section 36534. The City Clerk shall give notice of the public hearing by causing this Resolution of Intention to be published once in a newspaper of general circulation in the City no less than seven (7) days before the public hearing. On motion of 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 26th day of March, 2024. Page 105 of 124 RESOLUTION NO. PAGE 4 CAREN RAY RUSSOM, MAYOR ATTEST: JESSICA MATSON, CITY CLERK APPROVED AS TO CONTENT: MATTHEW DOWNING, CITY MANAGER APPROVED AS TO FORM: ISAAC ROSEN, CITY ATTORNEY Page 106 of 124 ATTACHMENT 2 AGTBID BUDGET FY 2023-24 Beginning Fund Balance 383,583$ Revenue Source Amount TBID Assessments 309,000$ Interest 750 Appropriation from fund balance 15,750 Total Revenue 325,500$ Activity Amount Activity Amount Advertising Membership & Subscriptions Consultant Services 110,000$ CCTC 500$ Photo/Video Assets 15,000 Event Sponsorships 20,000 Promotional Product 5,000 Sub-total Membership & Subs.20,500$ Advertising Hard Costs 90,000 Travel and Trade Shows 7,500 Coop Advertising 15,000 Official Arroyo Grande Merchandise Sub-total Advertising Contest 5,000$ 242,500$ Merchandise 5,000 Services & Supplies Sub-Total Official Merchandise 10,000$ City - administrative 45,000$ Supplies/Domains 2,500 Total Expenditures 325,500$ Vacation rental code compliance 5,000 Sub-total Services & Supplies 52,500$ Ending Fund Balance 367,833$ REVENUES EXPENDITURES Page 107 of 124 ATTACHMENT 3Page 108 of 124 Annual Report | 2023–2024 1 ATTACHMENT 4 Page 109 of 124 Table of Contents Overview and Goals 3 Strategic Plan 4 Completed Initiatives 5 Target Audiences 6 Geographic Markets 7 Why Tourism Matters 8 Destination Campaigns 9 Results at a Glance 10 Email Marketing 11 Blogs 12 Social Media 13 Paid Media 14 Public Relations & Partnerships 15 2 Page 110 of 124 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 is made up of representatives from the local community, lodging, or hospitality-related businesses in Arroyo Grande appointed by the City Council. The TBID helps to promote Arroyo Grande as a travel destination and is funded by a 2% assessment charged by hotels for this purpose. Position Arroyo Grande as a travel destination Increase overnight stays in Arroyo Grande Introduce new visitors to Arroyo Grande Marketing Goals: 3Page 111 of 124 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 • Teamwork • 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 nightlife 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 In August 2020, 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 organization through the end of fiscal year 2024. 4 Page 112 of 124 Completed Initiatives Brand Photo Shoot Local photographers, Acacia Productions, were commis- sioned for a brand photo shoot in April 2023. The purpose was to gather fresh visual content, both photos and videos, to enhance Visit Arroyo Grande's presence across multiple platforms, including the newly developed website, social media channels and paid advertising campaigns. The selected locations for the shoot included Andreini Cafe, Best Western Casa Grande Inn, the Farmer's Market, Laetitia Winery, Mason Bar & Kitchen, Neighbors, and hiking at the James Way trail. The use of multi-generational and diverse models aligned with AGTBID’s commitment to inclusivity and authenticity. California 101 Travelers Guide Co-Op In collaboration with the Arroyo Grande Village Business Association, Visit Arroyo Grande sponsored a full-page advertisement featured in the California 101 Travelers Guide (2023 Fall Issue) highlighting the destination as a hidden gem and shopping destination. With 25,000 copies delivered each quarter, this guide exclusively promotes Ventura, Santa Barbara, and SLO Counties, featuring only Travel, Tourism and Real Estate ads. Its high-quality glossy format ensures premium visibility, with distribution to 350 key locations spanning from Los Angeles to Paso Robles. Website Redesign— MarCom Awards Visit Arroyo Grande launched its redesigned website on April 11, 2023, providing a new look and feel that aligns with brand colors and themes. The new website displays high-quality imagery, updated content including new blogs to increase SEO, refreshed layouts, and an improved navigation and browsing experience across the site for users. In October, the website redesign was awarded an honorable mention at the 2023 MarCom Awards which honor excellence in marketing and communication while recognizing the creativity, hard work, and generosity of industry professionals. MARCOM AWARDS Honorable Mention 5Page 113 of 124 Target Audiences Visit Arroyo Grande will align with Visit SLO CAL’s audience approach for the year ahead, evolving from specific personas to target “The Purposeful Traveler,” as well as a secondary audience “Families.” Who is this audience? Purposeful Travelers live vividly and value simplicity, keeping life and the mind as uncluttered as possible. Authenticity and being true to oneself while maintaining strong personal relationships with family and friends is important. Curious and creative, they are open-minded, want to explore and learn about new things, and seek stimulating experiences. They are in tune with nature and themselves, doing activities they enjoy. Of the total Purposeful Traveler target audience, one-quarter travel with children. These families are younger, more diverse, have a higher household income and are more likely to be married. They spend 30% more per trip than those traveling without children given a larger party size. The Purposeful Traveler: Demographics 54% married  32% single $142.3K household income 45.5 average age 37% children in household 41% graduated college 46% male  54% female 6 Page 114 of 124 Geographic Markets AGTBID will continue to focus on shorter drive markets throughout California, including the San Francisco Bay Area, Los Angeles and the Central Valley to generate overnight stays. San Francisco Bay Area1 3 Central Valley 2 Los Angeles 7Page 115 of 124 January–December 2022 Sources: Visit SLO CAL, “The Economic Impact of Travel in California” from Dean Runyan Associates, Bureau of Economic Analysis, United States Census Bureau, U.S. Bureau of Labor Statistics, Tourism Economics Why Tourism Matters in SLO County Travel Spending $2.15B $5.9M a day $248K an hour $4.1K a minute $68 a second Tourism puts 22,480 people to work each day Tourism contributes $62.7M in transient occupancy tax revenue (6.3% YOY Increase) Without state and local tax revenue generated by travel and tourism, each SLO CAL household would pay an additional $20,152 in taxes Travel spending created $116M in local tax revenue which would cover the expenses for 1,136 police officers’ salaries or….. 1,757 firefighters salaries or….. 1,487 teachers salaries or….. 186 miles of 2-lane resurfaced roads 8 Page 116 of 124 Destination Campaigns “No Weekend Needed” Visit Arroyo Grande launched its “No Weekend Needed” midweek advertising campaign in September 2022 to promote off-season overnight stays in the destination Monday to Wednesday. The campaign continued into the 2023–24 fiscal year targeting millennials and retirees in key California drive markets. Example messaging highlights cost savings as the biggest benefit of mid-week stays along with uncrowded access to dining and activities. Other components of the campaign include: • Central Coast Tourism Council co-op buy (running December 2023 through March 2024) using the mid-week campaign creative set. • Blog and social media content highlighting the benefits to travelers to book midweek hotel stays • The campaign won a Bronze award under the category of "Integrated Branded Content Campaign" in the 2024 Coastal California American Advertising Awards (Addy Awards) Time Well Spent Visit Arroyo Grande’s “Time Well Spent” tagline launched in September 2021 as a submark of the Arroyo Grande brand. The tagline draws attention to the idea of passing time, encouraging the audience to consider how they intend to spend their time while on vacation. Visit Arroyo Grande has plans to build out the Time Well Spent tagline into a more robust campaign that will include new assets. Three 15-sec. programmatic digital ads ran throughout the year that clicked thru to existing outdoor adventure, family fun and culinary itineraries on the website. ADDY AWARDS Bronze 9Page 117 of 124 Results at a Glance March–February YOY 114% increase in website visits (sessions) 77% decrease in time on site Reached 8,339,552 through paid media Facebook: 29,556 engagements 8% increase YOY 87,653 clicks from paid media Instagram: 14,631 engagements 14% increase YOY Transient Occupancy Tax (TOT) July–June Totals 2020–2021: $1,016,301 2021–2022: $1,472,554 2022–2023: $1,519,395 2023–2024: $832,147* 2019–2020: $926,026 *Data represents July 2023 to January 2024 83% increase in pageviews 10 Page 118 of 124 Email Marketing Email marketing keeps Arroyo Grande top of mind for potential travel- ers and highlights the destination's unique offerings. The monthly newsletter is sent out to an opt-in subscriber database through Mailchimp with featured content covering the following: • Specific themes from Arroyo Grande’s key messaging points • Promotion of events, new happenings and local businesses that support tourism • Blogs, itineraries, activities, restaurants, accommodations and more that build interest in planning an Arroyo Grande getaway, with URLs that link to the website E-newsletter Results: 3.89% average click rate 15% increase YOY 1,414 email subscribers 15% increase YOY 12 distributed newsletters 49.2% average open rate 12% increase YOY 2/12/24, 3:28 PM Verdin Mail - Timeout! �� February Fun in Arroyo Grande https://mail.google.com/mail/u/0/?ik=52fc061fd1&view=pt&search=all&permthid=thread-f:1790377221546020833&simpl=msg-f:1790377221546020833 1/1 Take a Timeout in Arroyo Grande Game Day, Valentine's Day, Presidents Day weekend and more are on our doorstep! Come spend your precious moments in a place where "quality time" really means something -- Arroyo Grande. We're taking reservations now! Your Galentine's Day Itinerary As Leslie Knope once said on the show Parks and Recreation, Galentine's Day is all about "ladies celebrating ladies!" Here's our itinerary for a fantastic girls' day in Arroyo Grande, whether you celebrate it on Galentine's Day or any day: First, coffee. Did you know Arroyo Grande has a really great scene of independent coffee shops? Fuel up for your day with something delicious. Next, a little shopping. Hit up shops in the Village like Neighbors General Store, Monarch Books and Brisco's Village Gifts. Support local businesses! Then lunch in the Village. There are lots of fab local restaurants to choose from! Try Branch Street Deli for patio seating and yummy sandwiches, Rooster Creek for upscale pub food or Sidewalk Cafe for amazing salads and wraps. Wine o'clock. Savor the flavor of the Central Coast at one of our scenic local wineries, open for tastings, tours and special events.  Photo Credit: Blast 825 Brewery Where to Watch the Big Game Big Game Sunday is Feb. 11, and if you're looking for the perfect viewing spot, it's gotta be Blast 825 Brewery. This family friendly sports bar has lots of local craft beer on tap, fantastic food and plenty of screens for all you football fans out there. We recommend the carnitas nachos and the jumbo chicken wings! Plan Now, Enjoy Later This time of year has us dreaming of vacations and Googling hotel rates! How about you? There's some great stuff coming up in Arroyo Grande this year, so make your reservations now for these occasions: Valentine's Day, Feb. 14 Presidents Day Weekend, Feb. 17-19 Spring Break Easter Egg Hunt & Festival, March 31 Mother's Day, May 12 Memorial Day Weekend, May 25-27 Stay With Us Click for more Don't Miss Our Events Click for more Copyright © 2023 Visit Arroyo Grande, All rights reserved. Our mailing address is: 300 E. Branch St. Arroyo Grande, CA 93420 Forward to a Friend Katie Kollmann <katie@verdinmarketing.com> Timeout! �� February Fun in Arroyo Grande 1 message Visit Arroyo Grande <visitagca@send.mailchimpapp.com>Thu, Feb 8, 2024 at 3:59 PM Reply-To: visitagca@gmail.com To: katie@verdinmarketing.com Book Now! More Things to Do Learn More Book Now! This email was sent to katie@verdinmarketing.com why did I get this?    unsubscribe from this list    update subscription preferences Visit Arroyo Grande · 300 E. Branch St. · Arroyo Grande, CA 93420 · USA Industry benchmarks show an average open rate of 20.4% and click rate of 2.25%. Source: Mailchimp 11Page 119 of 124 Blogs A significant milestone for AGTBID was the introduction of blogs as a pivotal component of the marketing strategy. With the launch of the new website, original content was created to enhance online presence and engagement. Throughout the year, AGTBID crafted insightful blogs about the destination, infused with targeted keywords to optimize search engine visibility and drive organic traffic. These blogs served as dynamic tools, disseminated across our owned channels, including the website, e-newsletters and social media platforms. Content themes supported current campaigns and trending topics including: • Top Springtime Activities • Date Night Spots • Wine Down in Arroyo Grande • Dogs (and Their Humans) Welcome in Arroyo Grande • 5 Tips for Traveling Sustainably in Arroyo Grande • Peek into A.G.’s History at Local Museums • 5 Fun Things to Do with Mom in Arroyo Grande • A Small Town Summer in Arroyo Grande • Explore Coastal Charms: Beaches Near Arroyo Grande • A Coastal Grandmother Roadtrip to Arroyo Grande • What’s the Buzz in AG? • Spotlight on The Agrarian Hotel (Q&A’s in collaboration with the front desk manager and general manager) • Meet Local Winemaker Bob Lindquist (a Q&A in collaboration with the winemaker) • Top 7 Reasons to Visit Arroyo Grande in the Fall • The Ultimate Holiday Shopping Guide in Arroyo Grande • Star in Your Own Hallmark Movie with the Perfect Winter Day in Arroyo Grande • 7 Independent Coffee Shops in Arroyo Grande Blog Results: 13,904 total views 12 Page 120 of 124 Social Media Visit Arroyo Grande developed engaging content on its owned social media channels (Facebook, Instagram, Twitter, Pinterest and TikTok) with the goal to strengthen its brand identity and create awareness of the destination. • Used new video/photo assets in posts, Instagram stories/Reels and on TikTok • Supported local wineries during California Wine Month in September with a four-day Instagram Giveaway collaborating with five local wineries (Laetitia, Peacock Cellars, Talley, Verdad & Lindquist Family Wines, and Timbre), organically gaining 32 new Instagram followers, over 5K impressions and 346 engagements • Developed original content geared towards targeted personas around local favorites including businesses, history, people and artisans, etc. that highlighted the friendly and historic character of the destination • Incorporated “Time Well Spent” and “No Weekend Needed” campaign messaging • Shared user-generated content to build audience and to show authentic experiences • Created four Localhood stories • Added short-form video content to YouTube • Reactivated Pinterest account in August 2023 to reach travelers in the inspiration phase and continue to add content Facebook: 7,133 followers 15% increase YOY 29,556 engagements 8% increase YOY 836,553 impressions 14% increase YOY Instagram: 4,656 followers 16% increase YOY 14,631 engagements 22% increase YOY 714,304 impressions 34% decrease YOY TikTok: 278 followers 717.6% increase YOY 341 engagements 432.8% increase YOY 21,838 video views 438.4% increase YOY Localhood: 266 story views 52.3% interaction rate 1.88% story CTR 33.1% completion rate Social Media Results: 13Page 121 of 124 Paid Media March 2023 through February 2024 paid media tactics included programmatic OTT/CTV, programmatic video pre-roll, Google Paid Search, YouTube, Google Performance Max and social media channels including Facebook, Instagram, and TikTok. This multi-channel approach aimed at growing awareness for Arroyo Grande and driving traffic to the Arroyo Grande website. For the year, Programmatic CTV/ OTT had over 824,000 impressions and a high completion rate at 99%. Programmatic video pre-roll had 815,316 impressions and nearly 2,000 clicks. Google Paid Search ran for a short time and resulted in 61,153 impressions and 4,572 clicks. YouTube resulted in almost 191,000 impres- sions and 260 clicks. YouTube and Search tactics shifted to Google Performance Max which delivered 5,486,699 impressions, 55,880 clicks and over 23,000 conversions. TikTok was tested for a short flight and resulted in 451,301 impressions and 4,380 clicks. The social campaigns on Instagram and Facebook delivered 960,771 impressions and 20,662 clicks. Overall paid media brought in a combined total of 8,339,552 impressions and a total of 87,653 clicks to the Arroyo Grande website. *Arroyo Grande TBID leverages its regional partnerships with Central Coast Tourism Council and Visit SLO CAL for industry research and participates in reactive co-op print/digital advertising opportunities throughout the fiscal year. SLO CAL Visitors Guide/ Co-Op 2023 July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June 2024Print Partnership Programs*CCTC Co-op Social Search Video FY 2024 Media Timeline Arroyo Grande Media Breakout CTV: 49% YouTube: 2% Google Ads: 16% Video Pre-Roll: 23% Print: 3% Social: 7% 14 Page 122 of 124 Public Relations & Partnerships In an effort to differentiate the brand's position in the larger travel market Visit Arroyo Grande leveraged its existing tourism partnerships with Visit California, Visit SLO CAL and Central Coast Tourism Council. Partnerships: Visit California is the state marketing agency that partners with the state’s travel industry to keep California top-of- mind as a premier travel destination. • Visit Arroyo Grande submitted story pitches and content for the following marketing topics: • Summer Thrills & Spills • California Tourism Month • Summer Fairs and Festivals • Autumn Awe • Coffee Culture • World Environment Day • Accessibility Travel • Romantic Getaways • Utilized California Now Travel Story Platform (known as Localhood), to create Instagram Reels/Facebook Stories that when posted on Visit Arroyo Grande’s social channels, automatically appear in Google searches as visual stories. Select stories are also featured on Visit California's homepage. Short-form videos were themed around: • Nightlife in Arroyo Grande •7 Ways to Wine Down in Arroyo Grande • Top 7 Reasons to Visit Arroyo Grande in the Fall • The Ultimate Shopping Guide Visit SLO CAL is the non-profit county- wide destination marketing and management organization for San Luis Obispo County. 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. Visit Arroyo Grande partnered with them on the following initiatives: • Submitted content for use in media pitching and story lead generation • Attended SLO CAL Destination Summit (October 2023) • SLO CAL 2024 Visitors Guide half-page ad • A matching funds co-op with Sojern (a travel marketing platform) and Visit SLO CAL, running a three month digital advertising campaign (Jan. to March 2024) that leverages video assets from SLO CAL’s “The Land of” house of brands campaign targeted to Arroyo Grande drive markets. The Central Coast Tourism Council is a marketing organization that promotes the Central Coast of Califor- nia. Visit Arroyo Grande leveraged marketing efforts by participating in the following programs: • Event promotion and content submissions • Digital media co-op with “always-on” Pinterest ads and Youtube ads (running December 19, 2023 through March 19, 2024) promoting midweek stays 15Page 123 of 124 visitarroyogrande.org @visitarroyogrande @visitagca @visitarroyograndeca@VisitAGCA Page 124 of 124