PISMO BEACH CITY COUNCIL STAFF REPORT
Agenda Item #9.G
Meeting Date: June 3, 2025
TITLE:
Amendment #1 to Two Separate Agreements with Tom Jones Advertising, Inc. (TJA) for Marketing and Promotion Services in Fiscal Years 2026 & 2027 RECOMMENDATION:
Adopt a Resolution authorizing the City Manager to execute Amendment #1 to two separate agreements with Tom Jones Advertising, Inc. (TJA), for the provision of promotion and marketing services in Fiscal Years 2026 and 2027, for the Conference and Visitors Bureau in the amount of $223,000 per year, and the Pismo Beach Lodging Business Improvement District in the amount of $1,347,255 per year, respectively.
DISCUSSION:
The City contracts with Tom Jones Advertising (TJA) for promotion and marketing services. These services are provided under two separate contracts, one for general promotion of the City as a tourist destination via the Conference and Visitors Bureau, which is funded with General Fund money, and the other for promotion of lodging businesses within the Lodging Business Improvement District (an assessment district known as the LBID), and related events and activities, which is funded with LBID assessment money.
The current contracts, approved by the City Council on May 17, 2022, span three years, from July 1, 2022, through June 30, 2025. The contracts include a two-year extension if agreed to by both parties. Occasionally, over the three-year period, opportunities arise that may warrant changes to the budgets. This is the case with the last two years of the contract, due to market conditions caused by having one lodging property out of service due to an electrical fire and another major property closing its doors for construction during high season and not reopening until the fall of 2025. Staff thus recommends utilizing the third-year budget total ($223,000) for the CVB budget and ($1,347,255) for the LBID budget each year 2026 & 2027 of the two-year extension.
The Conference and Visitors Bureau/Lodging Business Improvement District Advisory Body (CVB/LBID Advisory Board) directed an upgrade the Experience Pismo Beach1 website in FY 2025. This work brought the website current, providing the opportunity to add new features and timelier updating of events and lodging seasonal specials. The award-winning website has a fresh look using high-definition photography and the opportunity to capitalize on new technological advances to use social media and storage for new photo and video content.
On May 15, 2025, the CVB/LBID Advisory Board approved using an additional $50,000 per year of available LBID Funds for event marketing initiatives to attract visitors to stay in the city’s hotels and enhance Transient Occupancy Tax (TOT) and LBID revenues. 1 https://experiencepismobeach.com/
Council Agenda 6-3-2025 9.G-1
These events included World Surf League (WSL) and Billabong Still Frothy surfing contests, Taste of Pismo, Christmas by the Sea, and the Cal Poly Clam Study.
The billboard located on Highway 101 North near the northern city boundary will continue to promote the Pismo Beach stewardship campaign and will be included in the 2027 budget.
The three-year Marketing Plan will continue to act as a road map to continue to promote Pismo Beach as a laid-back California beach town, award-winning beaches, with many local outdoor experiences with a regional wine region within 10 minutes from local hotels.
Strategic Plan Initiatives will continue to promote Smart Tourism Growth, Collaborative Partnerships, Expanding the Brand of Classic California, and Building Strong Resident and Visitor Satisfaction.
Staff recommends that this work be performed by TJA Advertising & Public Relations, Inc., the City’s current consultant for this type of work. Contract amendments reflecting this additional scope of work have been prepared for the General Fund agreement (Attachment 2) and LBID Fund agreement (Attachment 3).
Conclusion and Recommendation
Staff recommends that the Council adopt a Resolution (Attachment 1) authorizing the City Manager to execute Amendments #1 to the agreements between the City of Pismo Beach and TJA Advertising extending the term of both for an additional two-year period of July 1, 2025 through June 30, 2027, for the provision of promotion and marketing services for the City of Pismo Beach and the Pismo Beach Lodging Business Improvement District.
FISCAL IMPACT:
The fiscal impact of approving the attached resolution is an additional $446,000 for two years (FY 2026 through FY 2027) in the General Fund, or $223,000 per year, and $2,694,510 for two years (FY 2026 through FY 2027) in the LBID Fund, or $1,347,255 per year. These amounts are included in the FY 2026 and FY 2027 Budgets for the General Fund and the LBID Fund.
ATTACHMENTS:
1.Resolution
2.Amendment #1 - CVB
3.Amendment #1 - LBID
Prepared by:
Gordon Jackson, Tourism and Events Director
City Manager Approval:
Council Agenda 6-3-2025 9.G-2
RESOLUTION NO. R-2025-XXX
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF PISMO BEACH, CALIFORNIA AUTHORIZING THE CITY MANAGER TO EXECUTE AMENDMENT #1 TO TWO SEPARATE AGREEMENTS WITH TOM JONES ADVERTISING, INC. (TJA),
FOR THE PROVISION OF PROMOTION AND MARKETING SERVICES IN FISCAL YEARS 2026 AND 2027, FOR THE CONFERENCE AND VISITORS BUREAU IN THE AMOUNT OF $223,000 PER YEAR, AND THE PISMO BEACH LODGING BUSINESS IMPROVEMENT DISTRICT IN THE AMOUNT OF $1,347,255 PER YEAR,
RESPECTIVELY
WHEREAS, the City contracts with Tom Jones Advertising (TJA) for promotion and marketing services; these services are provided under two separate contracts, one for general promotion of the City as a tourist destination via the Conference and Visitors Bureau, which is funded with General Fund money, and the other for promotion of lodging businesses within the Lodging Business Improvement District (an assessment district known as the LBID), and related events and activities, which is funded with LBID assessment money; and
WHEREAS, the current contracts, approved by the City Council on May 17, 2022, span three years, from July 1, 2022, through June 30, 2025, and include a provision for a two- year extension if agreed to by both parties; and
WHEREAS, staff recommends that the City exercise this extension in order to allow for the continuation of work under the agreements; and
WHEREAS, there are sufficient funds in the Lodging Business Improvement District (CVB) Fund to support the additional cost of $446,000, or $223,000 in FY 2026 and $223,000 in FY 2027; and
WHEREAS, there are sufficient funds in the Lodging Business Improvement District (LBID) Fund to support the additional cost of $2,694,510, or $1,347,255 in FY 2026 and FY 2027.
NOW, THEREFORE, BE IT RESOLVED that the City Council of the City of Pismo Beach hereby authorizes the City Manager to execute Amendments #1 to the agreements between the City of Pismo Beach and Tom Jones Advertising, Inc. (TJA) for promotion and marketing services in Fiscal Years 2026 and 2027, in the form attached to staff’s report dated June 3, 2025, in the following amounts:
CVB/General Fund Agreement: $223,000 per year ($446,000 total) LBID Fund Agreement: $1,347,255 per year ($2,694,510 total) UPON MOTION OF Council Member , seconded by Council Member , the foregoing resolution was adopted by the City Council of the City of Pismo Beach this 3rd day of June 2025, by the following vote:
Attachment 1
Council Agenda 6-3-2025 9.G-3
AYES:
NOES:
ABSENT:
ABSTAIN:
RECUSED:
Approved: Attest:
________________________ ________________________
Ed Waage, Mayor Erica Inderlied, City Clerk
Attachment 1
Council Agenda 6-3-2025 9.G-4
AMENDMENT # 1
to the
June 1, 2022 AGREEMENT BETWEEN THE CITY OF PISMO BEACH
AND TOM JONES ADVERTISING, INC.
Pursuant to the June 1, 2022 Agreement for Professional Services between the City of Pismo Beach, hereinafter referred to as “City,” and Tom Jones Advertising, Inc., hereinafter referred to as “Vendor,” City and Vendor hereby agree as follows:
1.Continued services shall be performed as set forth in the proposal dated June 1, 2022, which is attached hereto and by this reference made a part hereof.
2.Compensation for and timing of the additional services shall be as set forth in the referenced proposal. Compensation for the additional services shall not exceed the amount of four hundred forty-six thousand dollars ($446,000.00), including $223,000 per year for Fiscal Years 2026 and 2027, without prior written approval of the City.
3.The revised fee under the June 1, 2025 contract, plus this addendum, is one million one hundred fifteen thousand dollars ($1,115,000).
4.The term end date of the agreement is hereby revised to June 30, 2027.
5.All other provisions of the subject agreement between City and Vendor shall remain in full force and effect.
CITY:
City of Pismo Beach, a Municipal Corporation
Signed:
Name: Gordon Jackson
Title: Director
Dated: ________________________________
Signed:
Name: Jorge E. Garcia
Title: City Manager
Dated: ________________________________
ATTEST:
Signed:
Name: Erica Inderlied
Title: City Clerk
APPROVED AS TO FORM:
Signed:
Name: David M. Fleishman
Title: City Attorney
VENDOR:
Tom Jones Advertising, Inc.
Signed:
Name: ________________________________
Title: _________________________________
Dated: ________________________________
Address for giving notice:
(if changed from prior agreement)
______________________________________
______________________________________
Email address for official communications:
(if changed from prior agreement)
______________________________________
Vendor Representative:
(if changed from prior agreement)
Name/Title: ____________________________
Attachment: Scope/Cost Proposal
Attachment 2
Council Agenda 6-3-2025 9.G-5
Amendment 1 Exhibit 1
TJA Agreement CVB
CVB Media Expense Budget
Description FY 2026 FY 2027 FY 2026 - FY 2027
Event Promotion $70,000 $70,000 $140,000
Graphic Production 10,000 10,000 20,000
Public Relations 18,000 18,000 36,000
Social Media 20,000 20,000 40,000
Stay Vacation Campaign 50,000 50,000 100,000
Stewardship and Education 40,000 40,000 80,000
Web Maintenance & Development 15,000 15,000 30,000 Total $223,000 $223,000 $446,000
Hourly $103,000 $103,000 $206,000
Media 104,347 104,347 208,694
15% Agency Fees 15,653 15,653 31,306
Total $223,000 $223,000 $446,000
Attachment 2
Council Agenda 6-3-2025 9.G-6
AMENDMENT #2
to the
June 1, 2022 AGREEMENT BETWEEN THE CITY OF PISMO BEACH
AND TOM JONES ADVERTISING, INC.
Pursuant to the June 1,2022 Agreement for Professional Services between the City of Pismo Beach, hereinafter referred to as “City,” and Tom Jones Advertising, Inc., hereinafter referred to as “Vendor,” City and Vendor hereby agree as follows:
1.Continued services shall be performed as set forth in the proposal dated June 1, 2022, which is attached hereto and by this reference made a part hereof.
2.Compensation for and timing of the additional services shall be as set forth in the referenced proposal. Compensation for the additional services shall not exceed the amount of two million six hundred ninety-four thousand five hundred ten dollars ($2,694,510.00), including $1,347,255 per year for Fiscal Years 2026 and 2027, without prior written approval of the City.
3.The revised fee under the June 1, 2025 contract, plus this addendum, is six million five hundred forty-six thousand eight hundred sixty-five dollars ($6,546,865.00).
4.The term end date of the agreement is hereby revised to June 30, 2027.
5.All other provisions of the subject agreement between City and Vendor shall remain in full force and effect.
CITY:
City of Pismo Beach, a Municipal Corporation
Signed:
Name: Gordon Jackson
Title: Director
Dated: ________________________________
Signed:
Name: Jorge E. Garcia
Title: City Manager
Dated: ________________________________
ATTEST:
Signed:
Name: Erica Inderlied
Title: City Clerk
APPROVED AS TO FORM:
Signed:
Name: David M. Fleishman
Title: City Attorney
VENDOR:
Tom Jones Advertising, Inc.
Signed:
Name: ________________________________
Title: _________________________________
Dated: ________________________________
Address for giving notice:
(if changed from prior agreement)
______________________________________
______________________________________
Email address for official communications:
(if changed from prior agreement)
______________________________________
Vendor Representative:
(if changed from prior agreement)
Name/Title: ____________________________
Attachment: Scope/Cost Proposal
Attachment 3
Council Agenda 6-3-2025 9.G-7
Amendment 1 Exhibit 1
TJA Agreement LBID Fund
LBID Media Expense Budget
Description FY 2026 FY 2027 FY 2026 - FY 2027
Advertising and Media, Digital, Print, Boradcast, Streaming $521,482 $521,482 $1,042,964 Branding Graphic Design 38,588 38,588 77,176
Contingency Advertising 44,100 44,100 88,200
Cooperative Media 44,100 44,100 88,200
Event Marketing and Development 110,250 110,250 220,500 Influencer/Content Development 55,125 55,125 110,250
New Market Development Sacramento, San Diego and Portland 143,325 143,325 286,650 Public Relations 77,175 77,175 154,350
Social Media 88,200 88,200 176,400
Video Production for Social Media, Events Website 55,125 55,125 110,250 Website Design and Maintenance 92,610 92,610 185,220
Youtube, Facebook, Instagram Advertising 77,175 77,175 154,350 Total $1,347,255 $1,347,255 $2,694,510
Hourly $517,073 $517,073 $1,034,146
Media $721,898 $721,898 $1,443,796
15% Agency Fees $108,284 $108,284 $216,568
Total $1,347,255 $1,347,255 $2,694,510
Attachment 3
Council Agenda 6-3-2025 9.G-8