CC 2014-06-10_09.a. Annual Public Hearing for AGTBIDMEMORANDUM
TO: CITY COUNCIL
FROM:
BY:
STEVEN ADAMS, CITY MANAGER It
DAVID HIRSCH, ASSISTANT CITY ATTORNEY
SUBJECT: ANNUAL PUBLIC HEARING FOR THE ARROYO GRANDE
TOURISM BUSINESS IMPROVEMENT DISTRICT
DATE: JUNE 10, 2014
RECOMMENDATION:
It is recommended the City Council: 1) Hold a public hearing to receive testimony
regarding the City Council's intention to continue the Arroyo Grande Tourism
Business Improvement District (AGTBID) and levy an annual assessment for
fiscal year 2014-15; 2) determine whether a legally sufficient number of protests
have been made; 3) if a legally sufficient protest is not made, adopt a Resolution
levying an annual assessment for the AGTBID for the 2014-2015 fiscal year; and
4) adopt a Resolution approving the FY 2014-15 budget for the AGTBID.
FINANCIAL IMPACT:
Based on the anticipated year-end results for FY 2013-14, the total assessment
expected to be collected totals approximately $164,000. In FY 2014-15, the
AGTBID projected revenue is $170,000. Of the projected revenue, $3,000 is
budgeted to cover the City's administrative costs associated with collecting and
disbursing the assessment. The City has also budgeted $5,000 to contribute
toward the tourism efforts. Therefore, it results in a net cost of $2,000 to the City.
BACKGROUND:
In May 2013, the City Council adopted an Ordinance establishing the Arroyo
Grande Tourism Business Improvement District. The District was formed under
the Parking and Business Improvement Law of 1989, 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.
In accordance with the provisions in the Streets and Highways Code and AGMC
Section 3.46.1 00, 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
Item 9.a. - Page 1
CITY COUNCIL
ANNUAL PUBLIC HEARING FOR THE ARROYO GRANDE TOURISM
BUSINESS IMPROVEMENT DISTRICT
JUNE 10, 2014
PAGE2
approval. Accordingly, the AGTBID Advisory Board submitted the attached
annual report to the City Council for consideration at its May 13, 2014 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. A public hearing is to be
held in order to receive any written or oral protests against the continuation of the
District. Accordingly, on May 13, 2014, the City Council adopted Resolution
setting a public hearing for June 10, 2014.
ANALYSIS OF ISSUES:
The AGTBID has been in effect for almost one year and has been very
successful. A tourism website and other marketing efforts have been developed
and implemented. The efforts are coordinated by a Chamber of Commerce
Tourism Committee and approved by the AGTBID Advisory Board. The
Chamber of Commerce has administered the program so minimal staff time has
been required by the City. The AGTBID Advisory Board voted to recommend
extending the assessment and continuing the program.
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 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. 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.
ALTERNATIVES:
The following alternatives are provided for the Council's consideration:
1. Approve staffs recommendations;
2. Do not approve staffs recommendations and terminate the AGTBID;
3. Direct staff to make modifications to the AGTBID and schedule another
public hearing; or
4. Provide staff other direction.
Item 9.a. - Page 2
CITY COUNCIL
ANNUAL PUBLIC HEARING FOR THE ARROYO GRANDE TOURISM
BUSINESS IMPROVEMENT DISTRICT
JUNE 10, 2014
PAGE3
ADVANTAGES:
The recommendations will enable the City to extend the AGTBID, which provides
a mechanism to generate funding to promote hotel stays and tourism in the City,
which increases transient occupancy tax revenue and supports local businesses.
DISADVANTAGES:
No disadvantages with the recommended action are identified.
ENVIRONMENTAL REVIEW:
No environmental review is required for this item.
PUBLIC NOTIFICATION AND COMMENTS:
On May 20, 2014, staff mailed a letter to each lodging business located within the
City with a certified copy of the City Council's Resolution of Intention to continue
the Arroyo Grande Tourism Business Improvement District, to continue the basis
for and to levy the assessment for the District, and to set a date for the public
hearing on the District and the assessment for Fiscal Year 2014-15. On May 30,
2014, a Notice of Public Hearing was mailed to each lodging business located
within the City and the Resolution of Intention was published in The Tribune.
Attachments:
1. Annual Report
Item 9.a. - Page 3
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 2014-15
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 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 in Chapter 3.46;
and
WHEREAS in accordance with the requirements of Streets and Highways Code Section
36530 and Arroyo Grande Municipal Code Section 3.46.1 00, 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 report was considered and approved by the Arroyo
Grande City Council at its May 13, 2014 meeting; and
WHEREAS, in accordance with the procedures contained in Streets and Highways
Code Section 36534, on May 13, 2014 the City Council adopted a Resolution of
Intention to levy an annual assessment for the Arroyo Grande Tourism Business
Improvement District for the 2014-2015 fiscal year and set a public hearing for June 10,
2014 to consider the annual assessment and hear any oral or written protests; and
WHEREAS, the City Council held a duly noticed Public Hearing on June 10, 2014 to
allow for protests, as required by Streets and Highway Code Section 36524, and,
sufficient written or oral protest 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 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
Item 9.a. - Page 4
RESOLUTION NO.
PAGE2
Sections 36500 et seq. (Parking and Business Improvement Area Law of
1989) and levies assessments for fiscal year 2014-15 as further contained
herein.
SECTION 2. The report of the Arroyo Grande Tourism Business Improvement District
Advisory Board is hereby confirmed.
SECTION 3. The location and boundaries of the Arroyo Grande Tourism Business
Improvement District are the boundaries of the City of Arroyo Grande.
SECTION 4. 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 5. The assessment will be levied and allocated by the City of Arroyo Grande.
SECTION 6. The assessment is to be levied on all "lodging", as that term is defined in
Arroyo Grande Municipal Code section 3.46.020.
SECTION 7. The assessment for fiscal year 2014-15 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 8. 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 __ day of June, 2014.
Item 9.a. - Page 5
RESOLUTION NO.
PAGE3
TONYFERRARA,MAYOR
ATTEST:
KELLY WETMORE, CITY CLERK
APPROVED AS TO CONTENT:
STEVEN ADAMS, CITY MANAGER
APPROVED AS TO FORM:
TIMOTHY J. CARMEL, CITY ATTORNEY
Item 9.a. - Page 6
RESOLUTION NO.
A RESOLUTION OF THE CITY COUNCIL OF THE CITY
OF ARROYO GRANDE ADOPTING THE FISCAL YEAR
2014-15 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 Advisory Board
("Advisory Board"); and
WHEREAS, on May 14, 2013, the City Council adopted Ordinance No. 651 establishing
the Arroyo Grande Tourism Business Improvement District; 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 Arroyo Grande Tourism Business Improvement District; expenditures of
revenues derived from such assessments; and programs, services, improvements, and
activities intended to promote lodging establishments within the District; and
WHEREAS, on April 28, 2014, the Advisory Board approved the Annual Report, which
included a recommended budget expenditure plan for FY 2014-15 based upon City
revenue projections; and
WHEREAS, on June 10, 2014, the City Council approved a Resolution confirming the
Advisory Board's report and levying an annual assessment for the AGTBID for the
2014-2015 fiscal year; and
WHEREAS, the budget recommendations will fund a work plan that meets the
objectives, goals and responsibilities of the Arroyo Grande Tourism Business
Improvement District.
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 and correct.
2. The City Council hereby adopts the FY 2014-15 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_ day of 2014.
_ __j
Item 9.a. - Page 7
RESOLUTION NO.
PAGE2
TONYFERRARA,MAYOR
ATTEST:
KELLY WETMORE, CITY CLERK
APPROVED AS TO CONTENT:
STEVEN ADAMS, CITY MANAGER
APPROVED AS TO FORM:
TIMOTHY J. CARMEL, CITY ATTORNEY
Item 9.a. - Page 8
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Item 9.a. - Page 12
ATTACHMENT 1
ARROYO GRANDE TOURISM BUSINESS IMPROVEMENT DISTRICT
ANNUAL REPORT FY 2013-2014
BACKGROUND
The Arroyo Grande Tourism Business Improvement District Advisory Board met for the first
time, Monday, June 24, 2013. Board Members appointed: Kevin Thornton, Best Western Casa
Grande; Andrew Jenest, Hampton Inn; and Mike Panchal, Aloha Inn. Jenest was elected
chairman.
It was agreed that the Chamber of Commerce would:
• coordinate committee and sub-committee meetings,
• manage marketing contractors,
•monitor and provide data gathered through digital marketing, then fulfill inquiries and
contracts,
•coordinate payments, and
• attend tourism industry meetings as Arroyo Grande's representative.
Additionally, the Chamber agreed to:
• respond to requests from other organizations
• develop a specific marketing plan aided by the Chamber's tourism marketing
committee
• provide recommendations to the TBID Advisory board
• coordinate outside presentations, and
• supply "visitarroyogrande" uris to the TBID.
Barnett Cox & Associates was hired to create the website and associated marketing and
advertising.
The following is a list of activities from July 2013 through March 2014:
• VisitArroyoGrande.org website was created and went online September 2013
Item 9.a. - Page 13
• Social media sites including Facebook, Twitter and Pinterest were activated. Members
of the Chamber's tourism marketing committee provided content
• The TBID sponsored the "SAVOR the Central Coast" even in October. The TBID
sponsored the "farm to school" garden and staffed a booth
• The Chamber created a travel package and Barnett Cox provided graphics for an
online contest coordinated and advertised by Visit San Luis Obispo County
• Sponsorship page for Trip Advisor went live November 15, 2013
• A photo challenge was launched in December 2013
• A mobile advertising campaign was created
• Display ads were run with the Bay Area News Group and Los Angeles Times.
• Memberships with Visit San Luis Obispo and the Central Coast Tourism Council were
activated
• A second photo challenge was launched in March 2014 with a prize of a $50 Rooster
Creek Restaurant gift certificate
• A Stay & Play campaign was launched through online and mobile ads encouraging
people to click to enter in order to qualify. The TBID is gathering emails for a tourism
database with their entry information. The prize for the winner will be two nights at the
Hampton Inn plus a $50 Comfort Market gift certificate.
Regarding the requirements for the Annual Report as stated in Section 36533 of the Streets and
Highway Code:
1. The Arroyo Grande Tourism Business Improvement District {TBID) Advisory Board does
not propose any changes in the boundaries of the TBID, which were established as the
boundaries of the City of Arroyo Grande.
2. With the renewal of the TBID, continuing initiatives proposed for FY 2014-15 include:
a. Increasing signage on the 101 corridor. The TBID is exploring a partnership with
the Village Improvement Association to enlarge existing signage. The TBID is
exploring adding billboard signage on Highway 101 at least 60 miles away from
Arroyo Grande. Currently there are no sites available, but the TBID is on a watch
list.
b. Continue to develop marketing strategies and creative campaigns that leverage
the strength of traditional and non-traditional media. As more travelers access
Item 9.a. - Page 14
information on mobile devices, marketing will continue to migrate toward the
online experience. Expanding the use of integrated marketing and utilizing
targeted advertising strategies on social channels will reflect this shift to mobile
devices. Traditional advertising that includes print and electronic media will
continue to be a part of the integrated marketing approach.
c. Participate in special events that specifically target hotel stays in Arroyo Grande.
d. Market Arroyo Grande through participation with Destination Marketing
Organizations (DMOs) including but not limited to the Central Coast Tourism
Council, the SLO Wine Association and Visit San Luis Obispo County.
3. Estimated costs for FY 2013-14
City of Arroyo
Grande
7/1/2013 through
6/30/2014
Tourism Business Improvement District
Adjusted Year -to-Date Year -to-Date
Account Appropriation Expenditures Expenditures Encumbrances Balance
Advertising 72,500.00 42.489.22 42,489.22 0 30,010.78
Contract Services 18,500.00 10,059.99 10,059.99 0 8,440.01
Total Services 91,000.00 52,549.21 52,549.21 0 38.450.79
Memberships 15,599.00 12,599.00 12,599.00 0 3,000.00
Public Relations 40,000.00 14,246.10 14,246.10 0 25,753.90
Total Mise Exp. 55,599.00 26,845.10 26,845.10 0 28.753.90
Grand Total 146,599.00 79,394.31 79,394.31 0 67,204.69
%
Used
58.61
54.38
57.75
80.77
35.62
48.28
54.16
Item 9.a. - Page 15
4. FY 2013-2014 Budget Details
Revenues Revenue Source Amount Total
TBID Fee $152,000.00
City $ 5,000.00
Chamber $5,000.00
Total: $162,000.00
Expenditures
Line Item Expenditure Total
City $,3000.00
Chamber $13,000.00
Supplies $2,500.00
$18,500.00
Advertising/Marketing
Advertising $30,000.00
Consultant
Services $30,000.00
Mise $7,500.00
$67,500.00
Website Website design $5,000.00
$5,000.00
Visit SLO
Memberships County $12,599.00
CCTC $500.00
Misc. $2,500.00
$15,599.00
Sponsorships SAVOR $15,000.00
Misc. $15,000.00
$30,000.00
Events
Misc. $10,000.00
$10,000.00
Expenditure Total $146,599.00
Projected fund balance $15,401.00
Item 9.a. - Page 16
5. FY 2014-2015 Budget Detail
Revenues Revenue Source Amount Total
TBID Fee $170,000.00
City $ 5,000.00
Chamber $5,000.00
Total: $180,000.00
Expenditures
Line Item Expenditure Total
City $3,000.00
Chamber $17,000.00
Supplies $2,500.00
$22,500.00
Advertising/Marketing
Advertising $42,000.00
Consultant
Services $32,000.00
Mise $10,000.00 84,000.00
Website
Website maintenance $7,000.00
$7,000.00
Memberships Visit SLO County $14,880.00
CCTC $500.00
Misc. $3,000.00
$18,380.00
Sponsorships SAVOR $15,000.00
Misc. $15,000.00
$30,000.00
Events
Misc. $10,000.00
$10,000.00
Expenditure Total $171,880.00
Projected fund
balance $8,120.00
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