CC 2019-04-23_11a AGTBID Annual Report and Resolution of Intention
MEMORANDUM
TO: CITY COUNCIL
FROM: JAMES A. BERGMAN, CITY MANAGER
BY: JESSICA MATSON, DEPUTY CITY CLERK
SUBJECT: CONSIDERATION OF ANNUAL REPORT AND ADOPTION OF
RESOLUTION OF INTENTION FOR LEVY OF ANNUAL ASSESSMENT
FOR ARROYO GRANDE TOURISM BUSINESS IMPROVEMENT
DISTRICT (AGTBID)
DATE: APRIL 23, 2019
SUMMARY OF ACTION:
Receive and approve the Annual Report, which provides information on the activities
during the past year, and adopt a Resolution of Intention that would continue the levy of
annual assessment for Arroyo Grande Tourism Business Improvement District
(AGTBID) for another year.
IMPACT ON FINANCIAL AND PERSONNEL RESOURCES:
Based on the anticipated year-end results for 2018-19, the assessment expected to be
collected totals approximately $200,000. The AGTBID budget provides $3,000 to the
City 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.
RECOMMENDATION:
It is recommended the City Council: 1) receive and approve the annual report of the
AGTBID Advisory Board; 2) adopt a Resolution of Intention to levy and collect
assessments within the AGTBID area for Fiscal Year 2019-20 at the same rate as in
Fiscal Year 2018-19; and 3) set the date for the public hearing for May 28, 2019.
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
Item 11.a. - Page 1
CITY COUNCIL
CONSIDERATION OF ANNUAL REPORT AND ADOPTION OF RESOLUTION OF
INTENTION FOR LEVY OF ANNUAL ASSESSMENT FOR ARROYO GRANDE
TOURISM BUSINESS IMPROVEMENT DISTRICT
APRIL 23, 2019
PAGE 2
Highways Code and incorporated into the Arroyo Grande Municipal Code (AGMC) in
Title 3, Chapter 3.46.
The purpose of forming the District was to provide revenue to defray the costs of
services, 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. 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
Advisory Board has submitted the annual report (Attachment 1).
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 36535 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 sets a public hearing in order to receive any written or oral protests against the
continuation of the District as required by the applicable statute.
ANALYSIS OF ISSUES:
The AGTBID has been in effect for almost six years and has been very successful. 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 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
Item 11.a. - Page 2
CITY COUNCIL
CONSIDERATION OF ANNUAL REPORT AND ADOPTION OF RESOLUTION OF
INTENTION FOR LEVY OF ANNUAL ASSESSMENT FOR ARROYO GRANDE
TOURISM BUSINESS IMPROVEMENT DISTRICT
APRIL 23, 2019
PAGE 3
Arroyo Grande, advertising campaigns and other marketing efforts have been
developed and implemented.
On March 25, 2019, the Advisory Board reviewed and approved the Annual Report and
has forwarded it to the City Council for consideration. The Advisory Board recommends
extending the assessment and continuing the program. As noted above, following
approval of the Annual Report and adoption of the Resolution of Intention, the next step
in the process is to schedule a public hearing for May 28, 2019. 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 the
proposed citywide 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.
ALTERNATIVES:
The following alternatives are provided for the Council’s consideration:
1. Approve staff’s recommendations;
2. Request changes or clarification to the Annual Report;
3. Do not approve staff’s recommendations; or
4. Provide staff other direction.
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 the recommended actions 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.
Attachment:
1. Annual Report
Item 11.a. - Page 3
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 ASSESSMENT FOR
THE DISTRICT, AND TO SET A DATE FOR THE PUBLIC
HEARING ON THE DISTRICT AND THE ASSESSMENT
FOR THE 2019-20 FISCAL YEAR
WHEREAS, the Parking and Business Improvement Area Law of 1989 (“PBIAL”),
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 (“AGMC”) under
Chapter 3.46; and
WHEREAS, in accordance with the requirements of Health and Safety 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 requires 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 March 25, 2019, 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 April 23, 2019.
NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of Arroyo
Grande as follows:
Section 1. The City Council proposes 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
levy assessments for fiscal year 2019-20.
Section 2. 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 2019-20. No changes to the District boundaries are proposed,
and the report includes the estimated cost of providing improvements and
activities for fiscal year 2019-20. The assessment is not proposed to be
increased.
Item 11.a. - Page 4
RESOLUTION NO.
PAGE 2
Section 3. The boundaries of the District are the boundaries of the City of Arroyo
Grande.
Section 4. 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 AGMC Section
3.46.030.
Section 5. 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.
Section 6. The assessment shall be based upon two percent of the rent charged by
the operator per occupied room per night for all transient occupancies and
shall be collected quarterly.
Section 7. New lodging businesses shall not be exempt from immediate assessment.
Section 8. 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 May 28, 2019, before the City Council
of the City of Arroyo Grande at the City Council Chambers at 215 E.
Branch St., Arroyo Grande, CA.
Section 9. 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.
Section 10. Any protest pertaining to the regularity or sufficiency of the proceedings
shall be in writing and clearly state the irregularity or 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
be 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 the conclusion of the public
hearing.
Item 11.a. - Page 5
RESOLUTION NO.
PAGE 3
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 the business, then
the protest shall contain or be accompanied by written evidence that the
person is the owner of the business.
Section 11. 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. 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.
Section 12. 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 days before the public hearing.
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 23rd day of April 2019.
Item 11.a. - Page 6
RESOLUTION NO.
PAGE 4
___________________________________
KRISTEN BARNEICH, MAYOR PRO TEM
ATTEST:
___
KELLY WETMORE, CITY CLERK
APPROVED AS TO CONTENT:
___________________________________
JAMES A. BERGMAN, CITY MANAGER
APPROVED AS TO FORM:
___________________________________
HEATHER WHITHAM, CITY ATTORNEY
Item 11.a. - Page 7
Annual Report | 2018 - 2019
ATTACHMENT 1
Item 11.a. - Page 8
CALIFORNIA
2
Overview and Goals 3
Rebrand 4
Asset Creation 6
Personas 8
Email Marketing 11
Social Media 12
Website 13
Paid Media 14
Public Relations 15
Addendum 17
Table of Contents
2 Item 11.a. - Page 9
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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% assess-
ment administered by lodging partners for this purpose.
In July 2018, Verdin, a marketing firm based in San Luis
Obispo, was awarded the contract to create and
execute a marketing strategy focused on the goals
below. Verdin has been working with the AGTBID for the
last nine months and is excited to share what has been
accomplished to date.
Position Arroyo Grande as
a travel destination
Increase overnight stays in
Arroyo Grande
Introduce new visitors to
Arroyo Grande
Marketing Goals:
3Item 11.a. - Page 10
Rebrand
We are pleased to debut our fresh new look!
Arroyo Grande is a town with an equal dash of
class and character, and we believe our new
logo better captures its quaintness and
welcoming spirit, striking a balance between
Arroyo Grande’s refined wine country charm
and the down-to-earth inclusivity of its
community. We began working on the rebrand
in October of 2018 with the guidance of an
appointed subcommittee. This process
included:
We officially launched the brand on February
21, 2019 which included updated social
imagery, social content posts, dedicated
e-newsletter, website brand updates and a
letter to all lodging partners. Above
documents are attached in Addendum.
• A brand intake
• Image assessment
• Competitive analysis
• Creative brief
• Brand map
• Three logo options
• Two color palettes
• Digital brand guidelines
4 Item 11.a. - Page 11
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CALIFORNIA
Brand Guidelines
Click to download all versions and
colors of the Arroyo Grande logo:
Just looking for one file type? Click
for a shortcut to:
Download All .__f _PE_G__. ~
Our Logo
Background Usage
Sometimes the logo will be placed over images or visually complex
backgrounds. Always make sure the logo can be easily seen. The full color
logo is always preferred, but other options are available to help with
legibility, The left column shows unacceptable logo usage, the right column
shows how to correct it. When the logo is placed over a photo, on a color
background, or on a pattern background, it must be in full color reversed or
white if it's darker and full color if it's very light.
The Color
Color Palette
The Arroyo Grande color palette is fresh, warm and energizing. The shades
of orange arc vibrant and full of Ille, and point back to the city's sunny and
welcoming nature. While stlll llvely, the shades of blue also bring In a cool
and rejuvenating contrast.
Here are the color breakdowns for each production format. CMYK colors
are used for any basic printed materials (flyers, brochures, documents,
menus etc). RGB colors are used for any digital materials (social media, e-
newsletters, website, TV advertisements, etc). The web safe colors are
similar to RGB and are only used for digital materials. The six-digit code is
an easy way to add specific colors when changing web design preferences.
C6 I M 70 1Y 88 I K 8
R21'IG102 l850
fd66&32
C'1IM3.IIY28IK0
R2031Gilll8193
lct>dl'lcl
Cll9I M 74IY44IK36
R391G59 1883
1'27lll53
5Item 11.a. - Page 12
CALIFORNIA
Asset Creation
Photos and videos are key to selling a destination. We had the pleasure of hosting our first
photo shoot featuring two out of three personas. Here is a taste of the new visual direction
for Arroyo Grande.
6 Item 11.a. - Page 13
7Item 11.a. - Page 14
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 may not be home to extreme outdoor adventures, but it’s 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’s 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
8 Item 11.a. - Page 15
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, activities 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 itiner-
ary, 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
9Item 11.a. - Page 16
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 enjoy bringing 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
10 Item 11.a. - Page 17
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
on either a Tuesday or Thursday. We featured
content based on:
• A specific theme from Arroyo Grande’s key
messaging points
• Promote events, new happenings and local
businesses that support tourism
• Send email recipients to the website by
highlighting activities, restaurants and
accommodations that build interest in
planning an Arroyo Grande getaway
2.8% average click thru rate2.8% average click rate
Enewsletter Results:
720 email subscribers
6 distributed newsletters
31.2% average open rate
11Item 11.a. - Page 18
'pnng finally h r and IL th rt m fun a dfr h or. door tit With
high of 68 dunnq th on, i\m Grand I the pert, t
pla
Enjoy the Fresh Spring Air
Explore the Village
Cruise through the downtown Village to
discover unique shops, meet the
chickens and roosters roaming the
streets, and cross the historic swincinc
bride•-Don 't forget to stop by the
outdoor mural on the side of Mason Bar
and Grill for a photo op!
Soak Up the Sunshine
Relax in the nice weather while you treat
yourself to a delicious meal or tasty drink
outdoors. Arroyo Grande offer a variety of
restaurants, coffee shops and tasting
rooms near the Village that have outdoor
seating. Rooster Creek Tavern can
even accommodate your furry friend !
Enjoy Some Fresh Finds
Weekly Farmer's
Markets
You can stock up every
Wednesday morning starting at 8:30 in
the Smart and Final parking lot on East
Grand Avenue, or every Saturday
afternoon from 12-2: Arroyo Grande's
Farmers' Markets locally grown fruits and
veggies and freshly baked bread can be
found at 30pm i n Olohan Alley i n the
Village of Arroyo Grande.
Social Media
Engaging content on social media has helped Arroyo
Grande continue to connect and interact with our
audiences with the goal 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
a people’s experiences in the destination
738% increase in engagement
5,742 total engagements
4,313% increase in reach
Facebook Results:
Instagram Results:
5,855 followers
1,667 followers
12 Item 11.a. - Page 19
Website
Increasing lodging occupancy hinges on the strength of our website. Digital communication sends
visitors to the site, which plays a critical role in the decision to visit. We are planning a website overhaul in
2019 that includes a redesign with content updates, SEO improvements and functionality updates.
• Added 29 events to the site
• Revamped the events calendar
• Content enhancements
• Updated website with rebranded fonts, colors and photo assets
• Updated lodging, dining, winery and activity list formats to be consistent
Highlights:
13Item 11.a. - Page 20
WEBSITE VISITOR METRICS
Total Visitors
New Visitors (87.26%)
Returning Visitors (12.74%)
T ot~I Page Views
Total Sessions
8,617
7,902
1.154
32.525
9.056
Paid Media
We’ve studied the research. We’ve identified our audiences. In the paid media plan, we have determined
where we’ll reach these potential travelers. Destination marketing is all 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.
We launched our first media campaign in February 2019, targeting the "Family Fiona" and "Relaxed
Rachel" personas. We will begin running the outdoor adventure creative in the spring. Below is the media
plan being executed this fiscal year.
February - June
Platform Target Region Target Behaviors*February March April May June Totals
Outdoor Adventurer Fresno, Visalia, Bakersfield,
LA Suburbs, Inland Empire
Biking, Hiking, Kayak,
Surfing, Golf, Beach,
Sailing
$0 $0 $0 $2,955 $2,955 $5,910
Relaxation Seeker Fresno, Visalia, Bakersfield,
LA Suburbs, Inland Empire
Wine, Beer, Food,
Shopping, History,
Relaxing Outdoor Fun
$0 $2,200 $2,200 $2,000 $1,100 $7,500
Family Focused Fresno, Visalia, Bakersfield,
LA Suburbs, Inland Empire
Fresno, Visalia, Bakersfield,
LA Suburbs, Inland Empire
Fresno, Visalia, Bakersfield,
LA Suburbs, Inland Empire
Fresno, Visalia, Bakersfield,
LA Suburbs, Inland Empire
Kid Activites, Food, Wine,
Beer, Outdoor Fun,
Events
$0 $2,200 $2,200 $2,000 $1,100 $7,500
Boosted Posts Boosted Posts $300 $300 $300 $300 $300 $1,500
Nature Lover Biking, Hiking, Kayak,
Surfing, Golf $0 $0 $0 $3,154 $3,145 $6,299
Relaxation Seeker
Wine, Beer, Food,
Shopping, History,
Relaxing Outdoor Fun
$0 $2,800 $3,750 $3,300 $1,600 $11,450
Family Focused
Kid Activites, Food, Wine,
Beer, Outdoor Fun,
Events
$0 $2,800 $3,750 $3,300 $1,600 $11,450
Based in clients approval
$0 $5,600 $7,500 $9,754 $6,345 $29,199
$300 $4,700 $4,700 $7,255 $5,455 $22,410
$13,391
$5,070
$2,471
$5,070
$4,771 $10,300 $16,050 $22,079 $11,800 $65,000
* Examples of behaviors, not a complete list
Programmatic Video/Animated
Facebook and Instagram Ads
Reactive Advertising Budget
SLO Visitors Guide 2019
Travel 50 & Beyond CCTC Co-op
Grand Total
$2000
$2,000
$1,850
$2,471
$2000
$2000
$1,850
CMSF Showcase of Cities
Strawberry Festival
South County Visitor’s Guide
$4,471 $0 $3,850 $5,070 $0
2019 Media Plan
14 Item 11.a. - Page 21
Our major tactic for 2018-2019 was leveraging Arroyo Grande’s existing partnership with SLO
CAL. SLO CAL has been making a long-term investment to support visitors to our county in
shoulder and off-peak seasons, and Arroyo Grande’s public relations efforts have complemented
this effort. By continuing to partner with SLO CAL, Arroyo Grande will be able to increase earned
media and exposure.
Highlights:
Public Relations
Marketing Specialist, Chelsea Modlin and Ashlee Akers, VP of
Client Services with Verdin, visited and introduced themselves to
each lodging partner on September 18, 2018. They delivered
90-day highlight letter featuring all that was accomplished in the
first 90 days of working with Verdin.
Partnerships:
Through our partnership
with SLO CAL, Verdin will
host five journalists at
Ember in April 2019 as part
of the SLO CAL Crafted
FAM Tour.
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:
• Fall events
• Outdoor activities
• Spring Events
• Murals
15Item 11.a. - Page 22
SAN LUIS OBISPO COUNTY
CAL IF ORN I A @
~L
COAST
The Original Road Trip
16 Item 11.a. - Page 23
J\rroyo ~
~Granae
CALIFORNIA
Addendum
17Item 11.a. - Page 24
BRAND REPORT
VISIT ARROYO GRANDE
November 13, 2018
COMPETITIVE ANALYSIS
Messaging and Content
GO GOLETA
https://www.gogoleta.com/
Areas of Expertise:
¥ Beaches
¥ Spa & wellness
¥ Golf & outdoor recreation
¥ Art & history
¥ Shopping
¥ Camping
Tag Line: On the coast. Down to earth.
Messaging Examples:
¥ You want to go to a place that beckons with adventure and discovery. A place that offers epic days full
of enjoyment that end with feet kicked up as the sun sinks low. A place that is on the coast and down to
earth, with wide-open beaches and hidden gems. Welcome to Goleta — where you GO for fun!
¥ The climate and location make for the perfect playground, with temperatures warm enough to be
outside all year long, and a list of things to do that includes cycling, world-class surfing, stand-up
paddleboarding, hiking, camping, and golf.
¥ True relaxation is the name of the game here in Goleta, California—the west coast home to down to
earth, coastal bliss.
¥ Between the rolling emerald hills of its golf courses, roaring ocean waves and rejuvenating year-round
sunshine, Goleta sets the standard for what laid-back vacationing should be. And, when you add the
city’s vibrant breweries and eateries to the mix, it’s easy to see why a Goleta Style day is a perfect one.
SANTA YNEZ
https://www.visitsyv.com/
Areas of Expertise:
¥ Wine
¥ Arts & culture
¥ Shopping
¥ Spa & wellness
¥ Accessibility & proximity to points of interest
¥ Outdoors & recreational activities
¥ Chumash Casino
Tag Line: A sophisticated cowboy town.
Item 11.a. - Page 25
Messaging Examples:
¥ The Santa Ynez Valley offers six unique communities to explore, a multitude of gorgeous vineyards and
wineries, delicious restaurants and much more. We have everything you need to get started on planning
the perfect Santa Ynez Valley vacation.
¥ In the vintage township of Santa Ynez (population 4,418), it’s sometimes hard to tell if it’s 2014 or 1884
with its period-style false-front building facades housing shops, saloons, feed stores and random horses
hitched to posts. However, this rather sophisticated cowboy town also boasts plenty of conveniences
for modern-day trail riders. A variety of restaurants serve up delicious options from casual burgers,
pancakes, and waffles (beloved by locals), to steaks, seafood, regional Italian fare, Latin fusion and
locavore cuisine. Modern shops and galleries line streets with horseshoe embedded crosswalks.
¥ Don’t miss the Santa Ynez Valley Historical Society Museum and Parks-Janeway Carriage House for a
fascinating does of Old West heritage and myriad events year-round such as the Vaquero Show & Sale
in November. The Chumash Casino Resort is adjacent to the township with 24/7 gaming, live
entertainment, dining and a luxurious hotel. Old Santa Ynez Day every June is just one fun time to visit,
when the town celebrates with a street fair, parade and country-western entertainment. Cyclists
gravitate to Santa Ynez as well for a world-class training center, tours or just the chance to ride a bike
along serene country roads – there’s plenty to see and do in the town that gave the Valley its name.
SONOMA
https://www.sonomacounty.com/
Areas of Expertise:
¥ Food & wine
¥ Arts & culture
¥ Ecotourism
¥ Spas & wellness
¥ Shopping
¥ Ballooning
¥ Golf & outdoor recreation
¥ Camping
¥ LGBT-friendly
Tag Line: Life opens up
Messaging Examples:
¥ In Sonoma County, there’s always a place at our table. A place to connect with the land. And also with
each other. All just 45 minutes north of San Francisco. Discover one of California’s top food and wine
destinations, home to more than 425 wineries ranging from rustic to regal. Hike among towering
redwoods, cruise along rugged Pacific coastline and get to know inviting small towns. Or, just sit back
and take it all in. Because here, you’re free to go your own way. And we wouldn’t have it any other way.
Life opens up in Sonoma County. Welcome to a world where flavors are collected as souvenirs and
shared as heirlooms, and where the dishes we create are expressions of our joie de vivre.
¥ Explore and enjoy diverse activities in San Francisco's wine country. Experience arts and culture,
outdoor activities in the redwoods, whale watching along the coast, or take a hike in the magnificent
state and regional parks.
¥ From wine lovers to nature enthusiasts, from families to couples on a romantic getaway, Sonoma
County offers something for everyone.
Item 11.a. - Page 26
GO GOLETA
VISIT SANTA YNEZ VALLEY
VISIT SONOMA
TOURISM LANDSCAPE FOR VISIT ARROYO GRANDE
The Go Goleta logomark is playful and
unrefined feeling, and it’s paired with a
higher-end looking handwritten script.
The two elements are contradictory,
but overall work to present Go Goleta
professionally. The visual identity is
quite clean and though there is a lot
of imagery and movement on their
site, there is warmth and personality
missing. The website feels like it’s for
a resort or golf club.
Visit Santa Ynez Valley gives the
visitor an appropriate expectation and
provides a sense of place. Starting
with the logo, a visitor gets a peek at
what the Santa Ynez Valley looks and
feels like. The website shows custom
photography with people enjoying
the area authentically that can be no
where else but in Santa Ynez Valley.
The color palette for this visual
identity is unique.
The Visit Sonoma County visual
identity is stark and overly clean.
Blue is known to have an appetite
suppressant quality, which is
not ideal for a region known for
wine and food. The typography
is inconsistent throughout their
materials which makes the
identity come off unprofessional.
Photography and videography is
lacking the personal experience
and could easily pass as stock.
Item 11.a. - Page 27
.. -· ..
ON THE COAST. DOWN TO EARTH .
CALIFO NIA
LOGO COLOR
WEBSITE
IMAGE ANALYSIS FOR VISIT ARROYO GRANDE
Opportunities: Through use of strong
typography and design symbolism, delight the
potential visitor by creating a visual identity that
gives the visitor a special sense of place. Create a
visual identity that is easy to use across platforms
so professionalism and consistency are a part of
the first impression a visitor has when interracting
with materials.
Opportunities: Create a palette that feels unique
to Arroyo Grande, one that brings the vibrancy
of the area forward so the visitor knows this is a
place unlike any other. Include more colors in the
color palette to properly express the personality
of the destination.
Opportunities: Incorporate updated identity for
cohesive brand identity. Update website to include
more personality through colors, textures, graphics
and custom, experiential photography featuring
people that give the visitor a sense of what it’s like to
visit Arroyo Grande.
Where you are today: A place to visit that is centrally located,
close to all Central Coast attractions and popular with locals.
Where you want to be : A Central Coast destination that offers
its own unique charm, one that should not be passed up for a
more well-known destination in the area.
How to get there: Develop a compelling visual identity that
expresses the one-of-a-kind aspects of Arroyo Grande that
vistors are already looking for when choosing a destination.
Item 11.a. - Page 28
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
BRAND MAP
BRAND EXPLANATION (INTERNAL STRATEGIC CHOICES)
Brand Attributes Functional Benefits Emotional Benefits
· Events and Festivals
· Swinging Bridge
· Roosters
· Village
· Centrally Located
· Wineries
· Lopez Lake/ Vista Lago
· Clark Center
· Variety of Restaurants
· Agriculture/ Rutiz Farms
· Historic
· Outdoor Access
· Weather
· Antique Shops
· Entertainment
· Pet/ Family-Friendly
· Unique Character/Eclectic
· Iconic/ Non-Commercial
· Choices for Every Palette
· Culture
· Water Sports/ Nature
· Wild Life
· Clean Air and Sunshine
· Easy Access to Wide Variety of
Experiences
· Tasting/ Shopping
· Biking/Hiking/Camping
· Happiness
· Relaxed
· Connected
· Casual
· Warm
· Comfort
· Loved
· Inclusive
· Easy
· Carefree
· Safe
· Delighted
· Light and Free
Brand Reputation
Brand Promise
Arroyo Grande is a historic, inviting town with budget-
friendly accommodations and accessible experiences.
The village is a key selling point and brings people to
the city. Arroyo Grande is growing and strives to
become vibrant destination.
Arroyo Grande promises to provide a warm and
welcoming environment, rich in unique adventures, to
day-trippers and overnight guests alike.
BRAND POSITIONING STATEMENT
For families, outdoor adventurers and culture lovers, Arroyo Grande is the down-to-earth,
welcoming hub among other destinations because of its heritage and unique character.
Item 11.a. - Page 29
VERD i\l
A VISION FOR YOUR BRAND
Arroyo Grande TBIDBudget: $149,000 | Updated4/15/2019 DETAILED SPENDINGBilledBilledBilledBilledBilledBilledBilledBilledBilledProjectedProjectedProjectedDESCRIPTIONBUDGETJULAUGSEPOCTNOVDECJANFEBMARAPRMAYJUNTOTALIntake, Marketing Plan, Reporting$6,5003,573.50 2,086.40 679.70160.40 6,500.00 Planning, Meetings and Reporting$12,000751.30 1,238.00 1,480.20 796.20 1,137.00 1,415.20 1,078.00 841.20 879.20883.70 900.00 600.00 12,000.00 Creative Development$30,000 238.401,168.40 3,517.70 8,383.20 8,815.253,082.30 3,593.20 1,201.55 30,000.00 Photo/Video Assets$3,000 1,624.341,375.66 3,000.00 Public Relations$3,000 360.00082.80 669.901,887.30 3,000.00 Web Updates$5,000 1,567.40 1,049.82 400.20 220.80 027.60 856.62 873.20 4,995.64 E-Newsletter$9,000 072.50 816.50 167.40 608.60 1,277.40 1,223.30 1,292.701,234.30 1,200.00 1,107.30 9,000.00 Social Media$18,500 954.18 1,882.75 1,733.10 1,096.60 1,337.90 1,467.80 1,996.44 2,022.421,981.14 2,027.67 2,000.00 18,500.00 Media Planning$6,000 499.20 076.80 245.20 184.60 371.40 495.20 855.101,300.00 972.50 1,000.00 6,000.00 Advertising$56,000 - Facebook/Instagram4,597.02 4,597.02 Facebook boosted posts 147.01 149.66 173.87 182.34203.31201.36200.00 200.00 200.00 1,657.55 Digital advertising5,807.75 5,807.75 SLOCAL Visitor's Guide2,470.592,470.59 2,470.59 CMSF Showcase of Cities$2,000104.00 2,000.00 2,104.00 Strawberry Festival$2,0002,000.00 2,000.00 South County Visitor's Guide$1,8501,850.00 1,850.00 CCTC Co-op Travel $5,0695,069.41SUMMARY: ACTUAL TO BUDGETBUDGET JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN TOTALMonthly Totals$149,000 $4,324.80 $6,345.18 $4,992.28 $4,210.86 $5,511.46 $5,007.44 $9,442.13 $15,638.24 $24,949.14$12,104.80 $8,893.37 $6,108.85 $107,528.55Adjustments Actual Totals$149,000 $4,324.80 $6,345.18 $4,992.28 $4,210.86 $5,511.46 $5,007.44 $9,442.13 $15,638.24 $24,949.14$12,104.80 $8,893.37 $6,108.85 $107,528.55No Charge/Added Value$945.00$67.50OUT OF SCOPE WORK Billed Billed Billed Billed Billed BilledProjected Projected ProjectedDESCRIPTIONBUDGET JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN TOTALRebrand$12,850 1,156.80 3,902.20 6,719.90 627.20 12,406.10 SUMMARY: ACTUAL TO BUDGETBUDGET JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN TOTALMonthly Totals$12,850 $0.00 $0.00 $0.00 $1,156.80 $3,902.20 $6,719.90 $627.20 $0.00 $0.00$0.00 $0.00 $0.00$12,406.10Adjustments Actual Totals$12,850 $0.00 $0.00 $0.00 $1,156.80 $3,902.20 $6,719.90 $627.20 $0.00 $0.00$0.00 $0.00 $0.00$12,406.10No Charge/Added Value Item 11.a. - Page 30