AGENDA
Pismo Beach City Council
Tuesday, September 29, 2026
Council Chamber, City Hall https://us02web.zoom.us/j/84823715585 1 Live virtual viewing is offered via Zoom.
0.MEETING INSTRUCTIONS:
This meeting is being conducted in a hybrid format with both in-person and virtual options. Ways to watch this meeting and submit public comment are provided below.
Watch and participate in person:
•Visit the Council Chamber at City Hall, 760 Mattie Road, Pismo Beach, CA 93449. •To make public comment, please submit an optional blue “speaker slip” to staff; the Mayor will ask you to approach the lectern to speak during the public comment period on your item of interest.
Watch via Zoom:
•Click this link on any computer or mobile device: https://us02web.zoom.us/j/84823715585 . This URL may also be typed into a web browser.
Listen via telephone:
•Call 1-669-900-6833 to join by telephone audio only. Enter Meeting ID 848 2371 5585 when prompted.
Submit written comment prior to, or during, the meeting:
•In advance of the meeting, written comments may be emailed to [email protected] or mailed or delivered to the City Clerk’s Office, 760 Mattie Road, Pismo Beach, CA 93449. During the Special Meeting, no later than the start of the comment period for your item of interest, written comment may be hand-delivered to staff in the Council Chamber. Emails and other written comment submitted after the start of the meeting may not be fully considered prior to any action taken on the item.
Submit voicemail comment:
•Call 805-773-7005 and leave a voicemail before the meeting. Voicemails submitted after the start of the meeting may not be fully considered prior to any action taken on the item. This automated voicemail line will not be answered or monitored for other purposes.
Please note:
•In the event a Council Member participates in this meeting by teleconference under the provisions of Government Code Section 54953(f), public comment will be accepted via Zoom, including by telephone audio, as required by law. However, the timing of a request by a Council Member to participate remotely may not allow sufficient time to post an agenda containing information on how the public may participate via Zoom or telephone. In such instances, the City Clerk or another staff member will orally provide such information at the meeting.
•Meetings may begin a few minutes after the scheduled start time. •Meetings will be recorded, except closed sessions; these recordings are public record. •Phone numbers of call-in attendees may be visible to other meeting attendees, or in meeting recordings. •Phone numbers of voicemail commenters may be visible in the public record along with transcripts.
Please contact [email protected] with questions. Please do not submit public comment to this address.
Council Agenda 9-29-2026
Pismo Beach City Council Agenda September 29, 2026
Special Meeting—4:00 p.m.
Council Chamber, City Hall, 760 Mattie Road, Pismo Beach, CA 93449 CALL TO ORDER: Mayor Waage
1. ROLL CALL:
Mayor: Waage
Mayor Pro Tem: Reiss
Council Members: Guthrie, Inman, Newton
2. PUBLIC COMMENT PERIOD
At this time, members of the public may comment on any item appearing on the agenda.
Please adhere to the following procedures when addressing the Council: • Please limit your comments to 3 minutes or less. • Unduly disruptive behavior will not be permitted.
Documents submitted to the Council become public record unless otherwise exempt from disclosure.
3. AGENDA ITEMS
Item 3.A: Tourism and Events Department Organizational and Staffing Assessment Report (Clarke)
Recommendation:
1. Receive the Tourism and Events Department Organizational and Staffing Assessment Report; and
2. Direct staff to:
A. Begin implementation of the Assessment recommendations; B. Return with resolution at the next available City Council meeting to update the Department Director’s title to Recreation and Tourism Director and update the Director’s salary to reflect the Assessment recommendations through the consideration of a revised combined salary schedule;
C. Return with discussion and implementation of the position changes outlined for both the Tourism and Recreation Department Divisions during the Fiscal Year 2028 & 2029 budget process.
Item 3.B: Renaming South Palisades Park to Mary Ann Reiss Park (Garcia)
Recommendation:
Adopt a Resolution renaming South Palisades Park to Mary Ann Reiss Park; Repealing Resolution R-2026-068.
4. CITY COUNCIL COMMENTS AND REQUESTS - No action to be taken
Council Agenda 9-29-2026
Pismo Beach City Council Agenda September 29, 2026
5.ADJOURNMENT
To the following meeting(s). Special and Closed Session times may be subject to change, as noticed. Meetings will be held in a hybrid in-person / virtual format unless otherwise noted:
Regular Meeting Tuesday, October 6, 2026
Regular Council meetings will adjourn by 11:00 p.m. unless four-fifths of the Council votes to continue past that time. If the meeting is adjourned at 11:00 p.m., any remaining agenda items will be continued to the next regular meeting (R-97-04).
AFFIDAVIT OF POSTING
I, Erica Kirkwood, City Clerk for the City of Pismo Beach, declare under penalty of perjury that the foregoing agenda for the September 29, 2026 meeting(s) of the Pismo Beach City Council was posted on September Meeting Schedule: The City Council of Pismo Beach regularly meets on the first and third Tuesdays of each month at 5:30 p.m., unless otherwise noticed. Closed and Special sessions will be duly noticed as needed.
Council Agendas: Agendas for Regular Meetings are available for public review on the City’s website at pismobeach.org/agenda and upon request from the City Clerk’s Office, typically by 4:00 p.m. on the Thursday prior to the meeting, but no later than 72 hours prior to the meeting. Agendas for Closed Sessions and other Special meetings are made available at least 72 hours prior to the meeting when possible, but no later than 24 hours prior to the meeting.
Related Materials: All materials submitted to the Council relating to items on this agenda are open for public inspection unless otherwise exempt by law. Staff reports and attachments published as part of this agenda packet, as well as copies of correspondence received relating to these agenda items and materials distributed at the meeting, may be obtained 1) in the consolidated online Agenda Center at pismobeach.org/agenda, 2) in the Access Pismo public records portal at pismobeach.org/accesspismo, 3) by request from the City Clerk at [email protected], or 4) in person at the City Clerk's Office, City Hall, 760 Mattie Road, Pismo Beach, Mon–-Fri 8:00 a.m.–-5:00 p.m. Please call (805) 773-7003 with any questions.
Broadcasting: Regular (televised) City Council meetings are available for viewing 24/7 at pismobeach.org/agenda, broadcast live on Channel 20, and re-broadcast during the week following the meeting on Channel 20 at 9:00 a.m., 6:00 p.m., and 1:00 a.m. each day.
Use of Equipment: Please contact the City Clerk’s Office if requesting to use the chamber equipment during public comment or as part of a scheduled presentation, 24 hours prior to the meeting at (805) 773-7003.
Notice Regarding Americans with Disabilities Act
In compliance with the Americans with Disabilities Act, if you need special assistance to participate in this meeting or if you need agenda documents provided in an alternative format, please contact the City Clerk’s Office at 773-7003 as soon as possible prior to the meeting to ensure that reasonable arrangements can be made (28CFR 35.102-
35.104 ADA Title II).
Council Agenda 9-29-2026
PISMO BEACH CITY COUNCIL STAF REPOR
Agenda Item #3.A
Meeting Date: September 29, 2026
TITLE:
Tourism and Events Department Organizational and Staffing Assessment Report RECOMMENDATION:
1. Receive the Tourism and Events Department Organizational and Staffing Assessment Report; and
2. Direct staff to:
A. Begin implementation of the Assessment recommendations; B. Return with resolution at the next available City Council meeting to update the Department Director’s title to Recreation and Tourism Director and update the Director’s salary to reflect the Assessment recommendations through the consideration of a revised combined salary schedule; C. Return with discussion and implementation of the position changes outlined for both the Tourism and Recreation Department Divisions during the Fiscal Year 2028 & 2029 budget process.
DISCUSSION:
At this meeting, the City Council will receive a presentation from Matrix Consulting Group summarizing the findings of the Tourism and Events Department Organizational and Staffing Assessment Report (Attachment 1).
Staff initiated this assessment to leverage the timing of the department director's upcoming retirement, providing an ideal opportunity to thoroughly review the department's organizational structure, staffing levels, workload capacity, and operational practices prior to filling the vacant position. Known for its strong customer service orientation, deep institutional knowledge, and excellent community relationships through its dedicated staff, the department aimed to take a comprehensive look at its operations to identify the support and structural changes needed to ensure continued success.
The Assessment evaluates the department's organizational framework, staffing capacity, daily workload, facilities, technology, and operating procedures and provides related findings and recommendations for implementation. These findings were measured against more than 40 best practices established by national organizations and peer communities. In total, the evaluation produced 69 distinct recommendations, consisting of 44 for department-wide operations, 12 for the Recreation Division, and 13 for the Conference and Visitors Bureau (CVB) Division.
The report’s key themes include strengthening department-wide integration between the Tourism and Recreation functions, addressing staffing capacity and continuity, formalizing risk-management and contract-governance practices, and expanding technology and self-service systems. The report (Attachment 1) includes a full summary of recommendations by functional area.
Council Agenda 9-29-2026 3.A-1
Packet Page 1
Department Director Title & Salary Adjustment
Ahead of the recruitment process to appoint a new department director, and consistent with the assessment findings, staff recommends that the City Council direct staff to return at the next available meeting with a resolution updating the department director’s title to Recreation and Tourism Director, aligning the title with the new Recreation and Tourism Department name. This update is recommended to more accurately represent the department's core functions.
Additionally, staff recommends the City Council direct staff to return at a future meeting with a resolution adjusting the director's compensation to reflect the assessment recommendations by increasing the position's salary level to match other City director (department head) positions. This salary adjustment will ensure the City can successfully recruit for the next department director.
Future Implementation
All staffing recommendations stemming from the Assessment will be formally brought before the City Council for review and consideration during the upcoming budget cycle.
Meanwhile, department staff have already initiated discussions regarding how to implement the report's findings, remaining deeply committed to sustaining and elevating the exceptional public services delivered to the community.
Conclusion and Recommendation
Staff recommends that the City Council:
1. Receive the Tourism and Events Department Organizational and Staffing Assessment Report; and
2. Direct staff to:
A. Begin implementation of the assessment;
B. Bring back a discussion of the position changes outlined for both the Tourism and Recreation Department Divisions during the budget process; C. Prepare a Resolution for the next City Council meeting to update the Department Director’s title to Recreation and Tourism Director and update the Director’s salary to reflect the assessment recommendations through the consideration of a revised combined salary schedule.
FISCAL IMPACT:
There is no fiscal impact associated with staff’s recommendations. Staff will identify and present fiscal impacts for any specific recommendation to the City Council individually as those items are brought forward for future consideration.
ATTACHMENTS:
1. Tourism and Events Department Organizational and Staffing Assessment Report (Draft Final Report, dated September 3, 2026)
Submitted by: Silas Clarke, Assistant City Manager
City Manager Approval:
Council Agenda 9-29-2026 3.A-2
Packet Page 2
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP
DRAFT
PISMO BEACH, CALIFORNIA
FINAL REPORT OF THE TOURISM
AND EVENTS DEPARTMENT
September 3, 2026
Council Agenda 9-29-2026 3.A-1
Attachment 1
Packet Page 3
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP
1.EXECUTIVE SUMMARY ................................................................................................. 1
2.DEPARTMENT-WIDE OPERATIONS ......................................................................... 3
3.RECREATION DIVISION .............................................................................................. 12
4.CONFERENCE AND VISITORS BUREAU (CVB) DIVISION ........................... 15
5.STAFFING & OPERATIONS ....................................................................................... 17
6.OPERATIONAL ANALYSIS ........................................................................................ 33
7.FINDINGS & RECOMMENDATIONS .................................................................... 46
6.APPENDICES .................................................................................................................. 55
TABLE OF CONTENTS
Council Agenda 9-29-2026 3.A-2
Attachment 1
Packet Page 4
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA MATRIX CONSULTING GROUP 1
The City engaged Matrix Consulting Group to assess the Tourism & Events Department’s organizational XYWZHYZWJXYFܬSLRFSFLJRJSYUWFHYNHJX\TWPܫT\XFSIXJW[NHJIJQN[JW^:XNSLWJHTLSN_JI RFSFLJRJSYGJXYUWFHYNHJXYMJWJ[NJ\NSYJLWFYJXXYFKKFSIXYFPJMTQIJWNSUZY\NYM\TWPQTFIFSI UJWKTWRFSHJIFYFYTNIJSYNK^TUUTWYZSNYNJXYTXYWJSLYMJSHFUFHNY^HTTWINSFYNTSFHHTZSYFGNQNY^FSIQTSL- term operational sustainability.
The Tourism & Events Department delivers FGWTFIWFSLJTK[NXNGQJYTZWNXRWJHWJFYNTSJ[JSY[NXNYTWFSI KFHNQNY^XJW[NHJXYMWTZLMFHFUFGQJFSIJ]UJWNJSHJIYJFR9MJFXXJXXRJSYKTZSIXJ[JWFQXYWTSL TUJWFYNTSFQKTZSIFYNTSX\MNQJFQXTNIJSYNK^NSLTUUTWYZSNYNJXYTXYWJSLYMJSQJFIJWXMNUXYFܬSL resiliency, HTTWINSFYNTSWNXPHTSYWTQXFSIQTSL-term service sustainability.
OPERATIONAL STRENGTHS
•Strong service delivery and committed staff. 'TYMIN[NXNTSXUWT[NIJFMNLMQJ[JQTKXJW[NHJFSI demonstrate strong customer-service orientation, community relationships, and institutional PST\QJILJ
•Effective tourism performance management. 9MJ(;'MFXFRFYZWJUJWKTWRFSHJKWFRJ\TWP NSHQZINSLFHZWWJSYXYWFYJLNHRFWPJYNSLUQFSYTZWNXRIFXMGTFWIXQTILNSLFHYN[NY^RJFXZWJXFSI FYYWNGZYFGQJ949YWFHPNSL
•Established recreation programming and community engagement. Recreation manages more than UWTLWFRXT[JWWJLNXYWFYNTSXRTWJYMFS
KFHNQNY^WJSYFQXFSISJFWQ^HTRRZSNY^J[JSYX
annually.
•Productive external and interdepartmental relationships. 8YFKKRFNSYFNSXYWTSL\TWPNSLWJQFYNTSXMNUX \NYMWJXNIJSYXQTILNSLUFWYSJWXHTRRZSNY^TWLFSN_FYNTSXSJNLMGTWNSLOZWNXINHYNTSXFSITYMJW(NY^ departments that support programs and events.
•8TZSIܪSFSHNFQFSIYJHMSTQTL^KTZSIFYNTSX *]NXYNSL(NY^ܪSFSHNFQHTSYWTQX.9XJHZWNY^TSQNSJ WJHWJFYNTSWJLNXYWFYNTS[NXNYTWNSKTWRFYNTSX^XYJRXFSIYTZWNXRRFWPJYNSLUQFYKTWRXUWT[NIJFXTQNI operational base.
KEY OPPORTUNITIES FOR IMPROVEMENT
•Department-wide leadership and integration9TZWNXRFSI7JHWJFYNTSMF[JMNXYTWNHFQQ^TUJWFYJI\NYM considerable independence. Clearer Department leadership, a shared mission, routine management HTTWINSFYNTSFSIHTRRTSUQFSSNSLUWFHYNHJX\TZQIXYWJSLYMJSFQNLSRJSY\NYMTZYINRNSNXMNSLJNYMJW division’s distinct role.
•8YFܬSLHFUFHNY^FSIHTSYNSZNY^ &IRNSNXYWFYN[JFSIJ[JSY\TWPQTFINXHTSHJSYWFYJINSFXRFQQSZRGJW TKUTXNYNTSX\MNQJWJQNFSHJTSUFWY-time and single-NSHZRGJSYWTQJXQNRNYXGFHPZUHFUFHNY^5WNTWNY^
1. EXECUTIVE SUMMARY
Council Agenda 9-29-2026 3.A-3
Attachment 1
Packet Page 5
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA MATRIX CONSULTING GROUP 2
XYFܬSLFHYNTSXNSHQZIJHTS[JWYNSLYMJ9TZWNXR&XXNXYFSYFSI7JHWJFYNTS8JW[NHJX+FHNQNY^(TTWINSFYTW YTKZQQ-time roles and better distributing event support. •Written procedures and cross-training. 2FS^KZSHYNTSXHTSYNSZJYTWJQ^TSNSIN[NIZFQPST\QJILJWFYMJW YMFSKTWRFQ845XXYWZHYZWJITSGTFWINSLFSIIJXNLSFYJIGFHPZUHT[JWFLJNSHWJFXNSLHTSYNSZNY^WNXP during absences and transitions.
•Risk and contract controls. .SXYWZHYTWFLWJJRJSYXJ[JSYNSXZWFSHJWJ[NJ\FSI[TQZSYJJWUWFHYNHJX XMTZQIGJRTWJHTSXNXYJSYQ^NSHTWUTWFYJINSYT(NY^(QJWP7NXP2FSFLJRJSYFSIQJLFQUWTHJXXJX •Event workload and permitting. *[JSYUQFSSNSLFSIIJQN[JW^UQFHJWJHZWWNSLIJRFSIXTSHTWJXYFKK& tiered permitting model, clearer event-XZUUTWYXYFSIFWIXRTWJZXJTKHTSYWFHYTWXFSI[TQZSYJJWXFSI TGOJHYN[JJ[JSY-[JYYNSLHWNYJWNF\TZQIGJYYJWFQNLSWJXTZWHJX\NYMJ[JSYHTRUQJ]NY^and community GJSJܪY
•Facilities and infrastructure. 7JHWJFYNTSKFHNQNYNJXKFHJ XNLSNܪHFSYIJKJWWJIRFNSYJSFSHJ\MNQJYMJ ;NXNYTW.SKTWRFYNTS(JSYJW&NWXYWJFRMFXTUJWFYNTSFQQNRNYFYNTSX2TWJX^XYJRFYNHFXXJYUQFSSNSLFSI a long-term visitor-HJSYJWXTQZYNTSFWJ\FWWFSYJI
•9JHMSTQTL^FSIUWTHJXXJܬHNJSH^ +FHNQNY^WJXJW[FYNTSXWJHTWIXJ[JSYFIRNSNXYWFYNTSFSIܪSFSHNFQ UWTHJXXJXWJRFNSUFWYQ^RFSZFQFSIKWFLRJSYJI,WJFYJWX^XYJRNSYJLWFYNTSFSIJ]UFSIJIXJQK- XJW[NHJTUYNTSX\TZQIWJIZHJWJUJYNYN[JXYFKKUWTHJXXNSL Council Agenda 9-29-2026 3.A-4
Attachment 1
Packet Page 6
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA MATRIX CONSULTING GROUP 3
2.1 ORGANIZATIONAL MANAGEMENT
GOVERNANCE AND STRATEGY
9MJ)JUFWYRJSYMFXXJ[JWFQXYWTSLRFSFLJRJSYKTZSIFYNTSXNSUQFHJNSHQZINSLFQNLSRJSY\NYM(NY^ UWNTWNYNJXHQJFWQ^JXYFGQNXMJIQJFIJWXMNUWTQJXWJHJSYQ^ZUIFYJIOTGIJXHWNUYNTSXFSIJKKJHYN[JHWTXX- departmental coordination through mechanisms such as the Special Events Committee. These practices UWT[NIJFXTQNIGFXJKTWHTSYNSZJITWLFSN_FYNTSFQIJ[JQTURJSY9MJUWNRFW^TUUTWYZSNY^NXYTHTSSJHY YMJRRTWJHTSXNXYJSYQ^FHWTXXYMJ)JUFWYRJSYXTYMFYJ]NXYNSLXYWJSLYMXFWJWJNSKTWHJIYMWTZLMFRTWJ ZSNܪJIRFSFLJRJSYKWFRJ\TWP
8YWFYJLNHUQFSSNSLNXUFWYNHZQFWQ^\JQQIJ[JQTUJI\NYMNSYMJ(;'YMWTZLMNYXYMWJJ-^JFW8YWFYJLNH2FWPJYNSL 5QFS'ZNQINSLTSYMFYKTZSIFYNTSYMJ)JUFWYRJSY\TZQIGJSJܪYKWTRFGWTFIJWRNXXNTSFSIUQFSSNSL KWFRJ\TWPYMFYFQXTNSHTWUTWFYJX7JHWJFYNTSJ[Jnts, and shared departmental priorities. Leadership roles FSIWJUTWYNSLWJQFYNTSXMNUXFWJFQWJFI^IJܪSJIFSIRTWJGFQFSHJI)NWJHYTWJSLFLJRJSYFHWTXXGTYM IN[NXNTSX\TZQIKZWYMJWXZUUTWYIJUFWYRJSY-\NIJHTRRZSNHFYNTSFI[THFH^FSIXYWFYJLNHFQNLSRJSY MTWJWJLZQFWQJFIJWXMNUFSIXYFKKHTTWINSFYNTS\TZQIFQXTHWJFYJFIINYNTSFQTUUTWYZSNYNJXKTWOTNSY UQFSSNSLWJXTZWHJXMFWNSLFSIF\FWJSJXXTKJRJWLNSLTUJWFYNTSFQSJJIX 9MJWJHJSYHQFXXNܪHFYNTSXYZI^UWT[NIJXFSTYMJWZXJKZQKTZSIFYNTSKTWFQNLSNSLXYFܬSL\NYMHZWWJSY XJW[NHJIJRFSIX&XWJXUTSXNGNQNYNJXHTSYNSZJYTJ[TQ[JUJWNTINHWJ[NJ\TKFHYZFQIZYNJXFSI\TWPQTFI FQQTHFYNTS\TZQIMJQUJSXZWJYMFYUTXNYNTSJ]UJHYFYions remain current and that shared or overlapping WJXUTSXNGNQNYNJXFWJHQJFWQ^ZSIJWXYTTI(QFWNK^NSLYMJ)JUFWYRJSYѣXT[JWFQQXJW[NHJXHTUJFSIJFHM division’s role \TZQIKZWYMJWXYWJSLYMJSFHHTZSYFGNQNY^FSIHTTWINSFYNTS 9MJ)JUFWYRJSYFQXTGJSJܪYXKWTRJ]UJWNJSHJIXYFKKFSIXZGXYFSYNFQNSXYNYZYNTSFQPST\QJILJXZUUTWYJI G^XMFWJIܪQJXFSIJXYFGQNXMJIUWNTW-^JFWUWFHYNHJX+TWRFQN_NSLRTWJTKYMNXPST\QJILJ\TZQIMJQU UWJXJW[JYMJXJXYWJSLYMXT[JWYNRJFSIRFPJYMJRJFXNJWYTYWFSXKJWFXXYFܬSLHMFSLJXTHHZW 4[JWFQQYMJ)JUFWYRJSYNXJKKJHYN[JQ^IJQN[JWNSLNYXHTWJYTZWNXRWJHWJFYNTSFSIJ[JSYXJW[NHJXFSIMFXF XYWTSLKTZSIFYNTSYTGZNQI on.
2.2 SERVICE DELIVERY, PLANNING, AND PERFORMANCE MANAGEMENT The Department demonstrates strong service-IJQN[JW^FSIUJWKTWRFSHJ-management practices. Tourism FSI7JHWJFYNTSXYFKKFHYN[JQ^HTQQJHYTUJWFYNTSFQFSIUJWKTWRFSHJIFYFNSHQZINSLYTZWNXRRFWPJYNSL metrics, lodging activity, and recreation registration and participation data. The CVB also maintains established destination-KTHZXJIYWFNSNSLFSINSHTWUTWFYJXYWFSXQFYNTSFSIFHHJXXNGNQNY^KJFYZWJXNSYT visitor resources.
The primary opportunity is to better connect these practices across the Department. Tourism, Recreation, FSIJ[JSYFHYN[NYNJXFWJLJSJWFQQ^UQFSSJI\NYMNSYMJNWWJXUJHYN[JKZSHYNTSX\NYMTZYFXNSLQJFSSZFQ\TWP
2. DEPARTMENT-WIDE OPERATIONS
Council Agenda 9-29-2026 3.A-5
Attachment 1
Packet Page 7
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA MATRIX CONSULTING GROUP 4
UQFSQNSPNSLUWNTWNYNJXXYFܬSLNS[JXYRJSYXFSIUJWKTWRFSHJJ]UJHYFYNTSX)J[JQTUNSLFHTTWINSFYJI )JUFWYRJSY\TWPUQFS\TZQIUWT[NIJFHQJFWJWGFXNXKTWWJXTZWHJFQQTHFYNTSFHHTZSYFGNQNY^FSIFQNLSRJSY \NYM(NY^UWNTWNYNJX
(ZXYTRJWXJW[NHJNXFSTYMJWFWJF\MJWJJ]NXYNSLXYWJSLYMXHTZQIGJRTWJHTSXNXYJSYQ^KTWRFQN_JI8YFKK demonstrate a strong commitment to serving residents and visitors, but common service standards and YWFHPNSLUWFHYNHJXMF[JSTYGJJSJXYFGQNXMJIFHWTXXHommunication channels. Establishing shared J]UJHYFYNTSXXZUUTWYJIG^FUUWTUWNFYJYWFNSNSLFSIFHHJXXNGNQNY^UWFHYNHJX\TZQINRUWT[JHTSXNXYJSH^ \MNQJUWT[NINSLZXJKZQNSKTWRFYNTSKTWRTSNYTWNSL\TWPQTFIFSIXJW[NHJVZFQNY^ 'ZNQINSLTSYMJ)JUFWYRJSYѣXJ]NXYNSLIFYFFSIUJWKTWRFSHJ-RFSFLJRJSYKTZSIFYNTSHTSXNXYJSY RJFXZWJXKTW7JHWJFYNTSUWTLWFRXFSIJ[JSYX\TZQIFQXTUWT[NIJFRTWJHTRUQJYJ[NJ\TK)JUFWYRJSY UJWKTWRFSHJFSIXZUUTWYTSLTNSLWJXTZWHJFSIXJW[NHJ-delivery decisions.
SERVICE, PLANNING, & PERFORMANCE RECOMMENDATIONS
SPP1: )J[JQTUFHTTWINSFYJI)JUFWYRJSYFSSZFQ\TWPUQFSYMFYFQNLSXYTZWNXRWJHWJFYNTSFSIJ[JSY FHYN[NYNJXXYFܬSLNS[JXYRJSYXFSIUJWKTWRFSHJJ]UJHYFYNTSX\NYMFITUYJI(NY^FSI departmental priorities.
SPP2: Establish common customer-XJW[NHJXYFSIFWIXFSIYWFHPNSLUWFHYNHJXFHWTXXYMJ)JUFWYRJSY supported by appropriate training and shared accessibility practices, to promote consistent XJW[NHJKTWWJXNIJSYXFSI[NXNYTWX
SPP3: *]UFSIJ]NXYNSLUJWKTWRFSHJ-RFSFLJRJSYUWFHYNHJXG^JXYFGQNXMNSLHTSXNXYJSYRJFXZWJXKTW 7JHWJFYNTSUWTLWFRXFSIJ[JSYXFQTSLXNIJYMJYTZWNXRFSIRFWPJYNSLRJYWNHXFQWJFI^GJNSL collected.
2.3 FACILITIES & CAPITAL INFRASTRUCTURE
9MJ)JUFWYRJSYWJQNJXTSFIN[JWXJUTWYKTQNTTKUZGQNHKFHNQNYNJXFSI\TWPXUFHJXYTIJQN[JWWJHWJFYNTS UWTLWFRRNSLHTRRZSNY^J[JSYXKFHNQNY^WJSYFQXYTZWNXRXJW[NHJXFSI[NXNYTWXZUUTWY9MJXJFXXJYXFWJ HJSYWFQYTGTYMWJXNIJSYVZFQNY^TKQNKJFSIYMJ [NXNYTWJ]UJWNJSHJ MT\J[JWXJ[JWFQKFHNQNYNJXKFHJFLNSL NSKWFXYWZHYZWJIJKJWWJIRFNSYJSFSHJKZSHYNTSFQQNRNYFYNTSXTW\TWPXUFHJHTSܪLZWFYNTSXYMFYHTSXYWFNS TUYNRFQTUJWFYNTSX&RTWJHTTWINSFYJIFUUWTFHMYTHFUNYFQUQFSSNSLXMTZQIYMJWJKTWJFIIWJXs not only RFOTWGZNQINSLNRUWT[JRJSYXGZYFQXTUWJ[JSYN[JRFNSYJSFSHJIJUFWYRJSYFQ\TWPXUFHJSJJIX operational coordination, and the long-YJWRIJQN[JW^TK[NXNYTWXJW[NHJX 9MJXJWJHTRRJSIFYNTSXXMTZQIGJHTSXNIJWJINSHTTWINSFYNTS\NYMYMJWJHJSYQ^HTRUQJYJI+FHNQNYNJX &XXJXXRJSY\MNHMUWT[NIJXFSNRUTWYFSYGFXJQNSJKTWNIJSYNK^NSLJ]NXYNSLHTSINYNTSXIJKJWWJI RFNSYJSFSHJFSIKZYZWJHFUNYFQSJJIX9MJFXXJXXRJSYXMTZQIXJW[JFXFLZNIJUTXYKTWJ[FQZFYNSL department-XUJHNܪHUWNTWNYNJXFSIMJQUNSLYMJ(NY^IJYJWRNSJ\MJWJYFWLJYJINS[JXYRJSYXNRUWT[JRJSYX or operational changes are most needed.
RECREATION FACILITIES AND CAPITAL INFRASTRUCTURE
Council Agenda 9-29-2026 3.A-6
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA MATRIX CONSULTING GROUP 5
9MJ(NY^ѣXWJHWJFYNTSKFHNQNYNJXWJUWJXJSYNRUTWYFSYHTRRZSNY^FXXJYXYMFYXZUUTWY^TZYMUWTLWFRRNSL UZGQNHJ[JSYXWJSYFQXFSITYMJWHTRRZSNY^FHYN[NYNJX<MNQJ5ZGQNH<TWPXLJSJWFQQ^RFNSYFNSXUFWPXFSI UQF^LWTZSINSKWFXYWZHYZWJJKKJHYN[JQ^YMJ(NY^ѣX GWTFIJWKFHNQNYNJXFXXJXXRJSYMFXNIJSYNܪJIRTWJYMFS RNQQNTSNSIJKJWWJIRFNSYJSFSHJFHWTXXRZSNHNUFQHTRRZSNY^KFHNQNYNJXNSHQZINSLFXXJYXMJF[NQ^ZXJIG^ 7JHWJFYNTS9MNXUWJXJSYXFSNSHWJFXNSLTUJWFYNTSFQHMFQQJSLJGJHFZXJ7JHWJFYNTSXYFKKis WJXUTSXNGQJKTW UWTLWFRRNSLFSIRFSFLNSLKFHNQNYNJX\MTXJHTSINYNTSKZSHYNTSFQNY^FSIHZXYTRJWJ]UJWNJSHJFWJ FKKJHYJIG^FLNSLNSKWFXYWZHYZWJ
9MJY\T;JYJWFSXѣ2JRTWNFQ-FQQXNQQZXYWFYJYMJ(NY^ѣXGWTFIJWKFHNQNY^SJJIX'TYMWJRFNSNRUTWYFSY HTRRZSNY^FXXJYXGZYFLNSLܪSNXMJXGZNQINSLX^XYJRXFSITYMJWKZSHYNTSFQQNRNYFYNTSXFKKJHYYMJNWZXJ and overall condition. A phased rehabilitation approach \TZQIFQQT\YMJ(NY^ to address near-term RFNSYJSFSHJSJJIX\MNQJUQFSSNSLQTSLJW-YJWRNRUWT[JRJSYXFXKZSINSLGJHTRJXF[FNQFGQJ The City’s ten-year Capital Improvement Program already recognizes several recreation-related priorities, NSHQZINSLNRUWT[JRJSYXYTGTYM;JYJWFSXѣ2JRTWNFQ-FQQX-NLMQFSI5FWPUQF^LWTZSI8U^LQFXX5FWPFSI Palisades Sports Courts. These investments proviIJFSNRUTWYFSYKTZSIFYNTSGZYFIIWJXXTSQ^UTWYNTSX TKYMJNIJSYNܪJISJJIFSINSsome HFXJXIJKJWnecessary NRUWT[JRJSYXKTWRZQYNUQJ^JFWX9MJHJSYWFQ NXXZJNXYMJWJKTWJSTYXNRUQ^7JHWJFYNTSѣXUJWHJSYFLJTKYTYFQ(.5XUJSINSLGZY\MJYMJWKFHNQNYNJXFWJ UWNTWNYN_JIFHHTWINSLYTHTSINYNTSZYNQN_FYNTSXFKJY^XJW[NHJNRUFHYXHZXYTRJWJ]UJWNJSHJFSIYMJQTSL- YJWRHTXYTKHTSYNSZJIIJKJWWFQ
9MJ(NY^XMTZQIJXYFGQNXMFSNSYJWIJUFWYRJSYFQHFUNYFQUQFSSNSLHTRRNYYJJYTUWT[NIJFHTSXNXYJSYKTWZR KTWJ[FQZFYNSL7JHWJFYNTSKFHNQNY^SJJIXFSINSKTWRNSLFSSZFQ(.5UWNTWNYNJX5FWYNHNUFYNTSKWTR7JHWJFYNTS (;'5ZGQNH<TWPX+FHNQNYNJX*SLNSJJWNSL FSI+NSFSHJ\TZQIGWNSLYTLJYMJWTUJWFYNTSFQYJHMSNHFQFSI ܪSFSHNFQUJWXUJHYN[JXMJQUNSLYMJ(NY^J[FQZFYJUWTOJHYXGFXJITSKFHNQNY^HTSINYNTSZYNQN_FYNTSXJW[NHJ NRUFHYXFSIF[FNQFGQJKZSINSL&XZUUTWYNSL7JHWJFYNTS+FHNQNYNJX(FUNYFQFSI&XXJYManagement Plan \TZQIUWT[NIJYMJHTRRNYYJJ\NYMFHTSXNXYJSYXJYTKNSKTWRFYNTSKTWUWNTWNYN_NSLNRUWT[JRJSYXT[JWYNRJ Maintenance practices should similarly become more systematic. Community halls and other Recreation KFHNQNYNJXXMTZQIGJNSHTWUTWFYJINSYTFKTWRFQUWJ[JSYN[J-RFNSYJSFSHJFSI\TWP-TWIJWKWFRJ\TWP\NYM IJܪSJINSXUJHYNTSH^HQJXRFNSYJSFSHJXHMJIZQJXIJUFWtmental responsibilities, response expectations, FSIWJUFNWMNXYTWNJX9WFHPNSLWJHZWWNSLWJUFNWX\TZQIFQXTMJQUNIJSYNK^\MJSHTSYNSZJIRFNSYJSFSHJNXST longer cost-JKKJHYN[J, FSIHFUNYFQWJMFGNQNYFYNTSTWWJUQFHJRJSYXMTZQIGJFI[FSHJI+TWUFWPX GJFZYNܪHFYNTSUZGQNHFWYGJSHMJXFSIXNRNQFWNRUWT[JRJSYX7JHWJFYNTSFSI5ZGQNH<TWPXXMTZQI JXYFGQNXMUWJKJWWJIQTHFYNTSXFSIYJHMSNHFQWJVZNWJRJSYXNSFI[FSHJXTYMFYF[FNQFGQJKZSINSLHFSGJ YWFSXQFYJINSYTUWTOJHYXRTWJJܬHNJSYQ^
DEPARTMENT WORKSPACE AND OPERATIONAL INTEGRATION
+FHNQNY^UQFSSNSLXMTZQIFQXTHTSXNIJWMT\YMJ)JUFWYRJSYѣXNSYJWSFQ\TWPXUFHJHTSܪLZWFYNTSFKKJHYX TUJWFYNTSX7JHWJFYNTSFSI(;'XYFKKHZWWJSYQ^THHZU^XJUFWFYJFWJFXTK(NY^-FQQWJNSKTWHNSLYMJINXYNSHY KZSHYNTSXTKJFHMIN[NXNTSGZYQNRNYNSLWTZYNSJ NSYJWFHYNTSXMFWJIUQFSSNSLFSIܫJ]NGQJXYFKKIJUQT^RJSY 9MNXUM^XNHFQXJUFWFYNTSNXSTYG^NYXJQKYMJXTZWHJTKHTTWINSFYNTSHMFQQJSLJXGZYNYHTSYWNGZYJXYTFS Council Agenda 9-29-2026 3.A-7
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 6
TUJWFYNSLRTIJQNS\MNHMYMJIN[NXNTSXMF[JMNXYTWNHFQQ^KZSHYNTSJI\NYMWJQFYN[JQ^NSIJUJSIJSY\TWPܫT\X XYFKKWJXTZWHJXFSIHTRRZSNHFYNTSUWFHYNHJX
VISITOR INFORMATION CENTER
The CVB’s public-KFHNSL\TWPXUFHJUWJXJSYXFINKKJWJSYKFHNQNYNJXHMFQQJSLJ9MJ;NXNYTW.SKTWRFYNTS Center Airstream occupies a highly visible location near the Pismo Beach Pier and provides a distinctive visitor-KFHNSLUWJXJSHJFYTSJTKYMJ(NY^ѣXRTXYheavily traveled destinations. Its location and branding [FQZJFWJXNLSNܪHFSY MT\J[JWYMJYWFNQJWMFXXZGXYFSYNFQTUJWFYNTSFQQNRNYFYNTSXFXFUJWRFSJSY \TWPUQFHJ9MJXJNSHQZIJNSFIJVZFYJHQNRFYJHTSYWTQHTSXYWFNSJIXYTWFLJZSWJQNFGQJZYNQNYNJXWJXYroom QNRNYFYNTSXWJXYWNHYJIXYFKK\TWPXUFHJFSIITHZRJSYJIJQJHYWNHFQHTSHJWSX.YXXRFQQHTSܪLZWFYNTSFQXT RFPJXXYTWNSLFSIRT[NSL[NXNYTWRFYJWNFQXINܬHZQYFSIQNRNYXYMJFGNQNY^YTUWT[NIJFHTSXNXYJSYQ^ HTRKTWYFGQJ\TWPNSLFSIHZXYTRJW-service environment.
8YFKKUFWPNSLFSIRFYJWNFQYWFSXUTWYKZWYMJWHTRUQNHFYJTUJWFYNTSX8NSHJYMJKTWRJW&IRNSNXYWFYN[JFSI ;NXNYTW.SKTWRFYNTSGZNQINSLTS)TQN[JW8YWJJYYWFSXNYNTSJIYTFSTYMJW(NY^ZXJ[NXNYTW-center personnel do STYMF[JIJINHFYJISJFWG^UFWPNSLFSIRF^SJJIYTYWFSXUTWYGWTHMZWJXFSITYMJWRFYJWNFQXXNLSNܪHFSY INXYFSHJXYMWTZLMMJF[NQ^ZXJIIT\SYT\SFWJFX9MJXJHTSINYNTSXWJNSKTWHJYMJSJJIYTJ[FQZFYJYMJ long-YJWRQTHFYNTSFSITUJWFYNSLRTIJQKTW[NXNYTWXJW[NHJX 9MJ(NY^XMTZQIYMJWJKTWJHTSXNIJWYWFSXNYNTSNSLYT\FWIFUJWRFSJSY&)&-accessible, climate-controlled ;NXNYTW.SKTWRFYNTS(JSYJWFXܪSFSHNFQWJXTZWHJXFSIFSFUUWTUWNFYJIT\SYT\SQTHFYNTSGJHTRJ F[FNQFGQJ&UJWRFSJSYKFHNQNY^HTZQIUWT[NIJXJHZWJXYTWFge, reliable utilities, improved accessibility, FUUWTUWNFYJXYFKK\TWPXUFHJFSIFRTWJHTSXNXYJSY[NXNYTWJ]UJWNJSHJ\MNQJWJYFNSNSLF[NXNGQJUWJXJSHJ SJFWYMJIT\SYT\SFSIUNJWFWJF:SYNQXZHMFYWFSXNYNTSNXKJFXNGQJNSYJWNRNRUWT[JRJSYXXMTZQIFIIWJss NIJSYNܪJIJQJHYWNHFQFSIZYNQNY^NXXZJXXYTWFLJJRUQT^JJ\TWPNSLHTSINYNTSXFSIIJINHFYJIUFWPNSLTW QTFINSLFHHJXXKTWTS-duty visitor-HJSYJWXYFKK
OVERALL FACILITIES STRATEGY
Together, tMJXJSJJIXXZUUTWYFGWTFIJWKFHNQNYNJXXYWFYJL^YMFYHTSSJHYXFXXJYHTSINYNTSIJUFWYRJSYFQ TUJWFYNTSXWJXNIJSYXJW[NHJIJQN[JW^FSI[NXNYTWJ]UJWNJSHJ9MJTGOJHYN[JNXSTYYTFIIWJXXFQQIJKJWWJI RFNSYJSFSHJTW\TWPXUFHJSJJIXXNRZQYFSJTZXQ^GZYYTJXYFGQNXMFYWFSXUFWJSYUWTHJXXKTWUWNTWNYN_NSL investment, protecting existing assets, addressing high-WNXPIJܪHNJSHNJXNRUWT[NSLUWJ[JSYN[J RFNSYJSFSHJFSIRFPNSLXYWFYJLNHTUJWFYNTSFQHMFSLJXFXWJXTZWHJXGJHTRJF[FNQFGQJ4[JWYNRJYMNX approach alQT\s YMJ(NY^YTNRUWT[JNYXHTRRZSNY^KFHNQNYNJXGJYYJWNSYJLWFYJ9TZWNXRFSI7JHWJFYNTS operations, and provide a more sustainable long-YJWRJS[NWTSRJSYKTWGTYMXYFKKFSIYMJUZGQNH
FACILITIES & CAPITAL INFRASTRUCTURE RECOMMENDATIONS
FC1: Develop a Recreation Facilities Capital and Asset Management Plan, based on the completed +FHNQNYNJX&XXJXXRJSYYMFYUWNTWNYN_JXNS[JXYRJSYXGFXJITSHTSINYNTSZYNQN_FYNTSXFKJY^ TUJWFYNTSFQNRUFHYHZXYTRJWJ]UJWNJSHJFSIHTXYTKHTSYNSZJIIJKJWWFQ Council Agenda 9-29-2026 3.A-8
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 7
FC2: *XYFGQNXMUMFXJIWJMFGNQNYFYNTSUQFSXKTWYMJ;JYJWFSXѣ2JRTWNFQ-FQQXYMFYINXYNSLZNXMNRRJINFYJ preservation needs, near-YJWRKZSHYNTSFQNRUWT[JRJSYXFSIQTSLJW-term modernization.
FC3: Establish an interdepartmental capital-planning process that routinely incorporates Recreation, (;'5ZGQNH<TWPX+FHNQNYNJX*SLNSJJWNSLFSI+NSFSHJNSYTKFHNQNY^FSI(.5UWNTWNYN_FYNTS FC4: 9WFSXNYNTS7JHWJFYNTSKFHNQNYNJXYT\FWIFKTWRFQUWJ[JSYN[J-RFNSYJSFSHJRTIJQ\NYMITHZRJSYJI NSXUJHYNTSXRFNSYJSFSHJXHMJIZQJX\TWPMNXYTWNJXFSIIJܪSJIWJXUTSXNGNQNY^KTWHTWWJHYN[J action.
FC5: <MJSGZILJYFSIXUFHJWJXTZWHJXFQQT\WJHTSܪLZWJ(NY^-FQQ\TWPXUFHJYTHT-locate appropriate 7JHWJFYNTSFSI(;'QJFIJWXMNUFSIFIRNSNXYWFYN[JXYFKKFSIXZUUTWYFRTWJNSYJLWFYJI departmental operating model.
FC6: 5QFSKTWYMJQTSL-term transition to a permanent, accessible, climate-HTSYWTQQJI;NXNYTW.SKTWRFYNTS (JSYJWYMFYUWT[NIJXFUUWTUWNFYJHZXYTRJWXJW[NHJXYFKKZYNQNY^FSIXYTWFLJHFUFHNY^ FC7: :SYNQFUJWRFSJSY;NXNYTW.SKTWRFYNTS(JSYJWNXKJFXNGQJFIIWJXXUWNTWNY^&NWXYWJFRXFKJY^FSI TUJWFYNTSFQSJJIXFSIUWT[NIJIJINHFYJISJFWG^UFWPNSLTWQTFINSLFHHJXXKTWTS-IZY^XYFKK
2.4 INTERNAL COORDINATION AND CONTINUOUS IMPROVEMENT
9MJ)JUFWYRJSYHTTWINSFYJXWJLZQFWQ^\NYM5ZGQNH<TWPX5TQNHJ+NWJFSITYMJW(NY^IJUFWYRJSYXYT XZUUTWYUWTLWFRXKFHNQNYNJXFSIXUJHNFQJ[JSYXFSI)JUFWYRJSYQJFIJWXMNUHTRRZSNHFYJXTSPST\S operational issues as they arise. These relationships provNIJFSNRUTWYFSYKTZSIFYNTSKTWXJW[NHJIJQN[JW^ FSIJ[JSYXZUUTWY MT\J[JWRZHMTKYMJHTTWINSFYNTSWJRFNSXNSKTWRFQ<WNYYJSUWTYTHTQXMF[JSTYGJJS JXYFGQNXMJIYTHTSXNXYJSYQ^IJܪSJNSYJWIJUFWYRJSYFQWTQJXUWNRFW^HTSYFHYXXJW[NHJJ]UJHYFYNTSX resource commitments, approval authority, or escalation procedures, RFPNSL it harder to elevate and address division-level needs and emerging issues.
The Department also uses tools such as SharePoint and ActiveNet YTXZUUTWYܪQJRFSFLJRJSYFSI UWTLWFRFIRNSNXYWFYNTSGZYXMFWJIHTTWINSFYNTSYTTQXWJRFNSQNRNYJI.SUFWYNHZQFWYMJFGXJSHJTKF HTRRTSHFQJSIFWKTWKFHNQNYNJXJ[JSYXFSIWJQFYJITUJWFYNTSFQSJJIXHFSHTSYWNGZYJYTXHMJIZQNSLFSI on-the-ground communication gaps. Similarly, post-event and post-UWTOJHYWJ[NJ\XFWJSTYWTZYNSJQ^ HTSIZHYJIYTITHZRJSYQJXXTSXQJFWSJIJ[FQZFYJWJXTZWHJSJJIXTWNIJSYNK^WJHZWWNSLHTTWINSFYNTS HMFQQJSLJXQNRNYNSLTUUTWYZSNYNJXYTX^XYJRFYNHFQQ^NRUWT[JKZYZWJUQFSSNSL 7NXPFSIFHHJXXNGNQNY^UWFHYNHJXFWJUFWYNFQQ^JXYFGQNXMJI5TQNHJFSI+NWJUFWYNHNUFYJNSJ[JSYXJHZWNY^FSI JRJWLJSH^HTTWINSFYNTSGZY7NXP2FSFLJRJSYNXSTYWTZYNSJQ^NSHTWUTWFYJINSYT8UJHNFQ*[JSYX Committee planning, creating an opportunity to more KZQQ^NSYJLWFYJNSXZWFSHJQNFGNQNY^XFKJY^FSIWNXP HTSXNIJWFYNTSXNSYTJ[JSYWJ[NJ\9MJ(NY^ MFXFQXTXYWJSLYMJSJI\JGXNYJFHHJXXNGNQNY^FSIYWFSXQFYNTS XJW[NHJXFSIUWT[NIJXWJXTZWHJXXZHMFXGJFHM\MJJQHMFNWX MT\J[JWIJUFWYRJSY-\NIJUWTHJIZWJXKTW &)&FHHJXXNGNQNY^WJFXTSFGQJRTINܪHFYNTSXJ[JSYUFWYNHNUFYNTSHTRRZSNHFYNTSXFSIYNHPJYNSLhave not ^JYGJJSKTWRFQN_JI
Council Agenda 9-29-2026 3.A-9
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 8
+NSFSHNFQHTSYWTQXWJUWJXJSYFHTRUFWFYN[JXYWJSLYM9MJ(NY^RFNSYFNSXITHZRJSYJIܪSFSHNFQUTQNHNJX FIIWJXXNSLWJXJW[JXHTSYNSLJSHNJXNSYJWSFQHTSYWTQXFSINSIJUJSIJSYWJ[NJ\HTSIZHYXWJLZQFW949FSI LBID compliance audits, and has established servicJKJJXYMFYFWJFHYN[JQ^FIRNSNXYJWJIYMWTZLM 7JHWJFYNTSUWTLWFRXKFHNQNY^WJSYFQXFSI&HYN[J3JY&HHTWINSLQ^NRUWT[JRJSYJKKTWYXXMTZQIUWNRFWNQ^ KTHZXTSXYWJSLYMJSNSLHTTWINSFYNTSWNXP-management integration, accessibility procedures, and HTSYNSZTZXNRUWT[JRJSYUWFHYNHJXWFYMJWYMFSXZGXYFSYNFQQ^WJXYWZHYZWNSLJ]NXYNSLܪSFSHNFQHTSYWTQX
INTERNAL COORDINATION RECOMMENDATIONS
INT1: +TWRFQN_JNSYJWIJUFWYRJSYFQHTTWINSFYNTSUWTYTHTQXIJܪSNSLWTQJXHTSYFHYXWJXTZWHJ HTRRNYRJSYXFUUWT[FQXJXHFQFYNTSUWTHJIZWJXFSIWNXP-RFSFLJRJSYWJXUTSXNGNQNYNJXKTWXMFWJI activities and events.
INT2: .RUQJRJSYXMFWJIUQFSSNSLFSIXHMJIZQNSLYTTQXKTWKFHNQNYNJXJ[JSYXFSITYMJWFHYN[NYNJXWJVZNWNSL cross-departmental coordination.
INT3: Establish routine post-event and post-UWTOJHYWJ[NJ\XYTITHZRJSYQJXXTSXQJFWSJIWJXTZWHJ SJJIXWNXPXFSITUUTWYZSNYNJXKTWKZYZWJNRUWT[JRJSY INT4: Formalize department-\NIJ&)&FSIFHHJXXNGNQNY^UWTHJIZWJXKTWUWTLWFRXJ[JSYX communications, participation, and reasonable-RTINܪHFYNTSWJVZJXYX
2.5 RISK MANAGEMENT AND LIABILITY CONTROLS
The Department's programming, events, and public-KFHNSLXJW[NHJXIJUJSITSFWFSLJTKHTSYWFHYX UJWRNYX[TQZSYJJWXFSIKFHNQNYNJXJFHMTK\MNHMHFWWNJXQNFGNQNY^J]UTXZWJYMFYNXSTY^JYHTSXNXYJSYQ^ RFSFLJIYMWTZLMHJSYWFQN_JIWNXPHTSYWTQX8J[JWFQHurrent practices place contract execution, insurance [JWNܪHFYNTSFSI[TQZSYJJW[JYYNSLTZYXNIJYMJ(NY^
XKTWRFQ7NXP2FSFLJRJSYFSI(NY^(QJWPUWTHJXXJX
HWJFYNSLF[TNIFGQJRZSNHNUFQJ]UTXZWJ&IIWJXXNSLYMJXJLFUX\TZQIUWTYJHYYMJ(NY^ XWJXTZWHJXWJduce
liability, and provide clearer and more consistent oversight across both divisions.
INDEPENDENT INSTRUCTOR AGREEMENTS
The Recreation Division manages roughly 30 independent instructor contracts to deliver year-round classes, clinics, and educational programming. These agreements are currently created, executed, and XYTWJIQTHFQQ^\NYMNSYMJ)N[NXNTSWFYMJWYMFSYMWTZLMYMJ(NY^(QJWPFSI7NXP2FSFLJRJSYQJF[NSLYMJ(NY^ \NYMTZYHJSYWFQHZXYTI^TW[NXNGNQNY^'JHFZXJYMJXJFLWJJRJSYXG^UFXXKTWRFQWJ[NJ\YMJWJNXST XYFSIFWIN_JIHTSYWTQYT[JWNK^YMFYNSXYWZHYTWXHFWW^HZWWJSYLJSJWFQQNFGNQNY^FSI\TWPJWX HTRUJSXFYNTS
HT[JWFLJGJKTWJGJLNSSNSL\TWP—FXNLSNܪHFSYLFULNven that classes directly serve sensitive populations, including minors and seniors.
SPECIAL EVENTS PERMITTING AND PUBLIC EVENT SAFETY
9MJ(NY^UWTHJXXJXIT_JSXTKXUJHNFQJ[JSY UJWRNYXFSSZFQQ^\NYMYMJRZQYN-departmental Special Events Committee meeting monthly to coordinate public XFKJY^FSITUJWFYNTSFQQTLNXYNHXKTWevents. While the J]NXYNSLUWTHJXXUWT[NIJXFSNRUTWYFSYKTWZRKTWNSYJWIJUFWYRJSYFQHTTWINSFYNTS7NXP2FSFLJRJSYNX Council Agenda 9-29-2026 3.A-10
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 9
STYWTZYNSJQ^WJUWJXJSYJIHWJFYNSLFSTUUTWYZSNY^YTXYWJSLYMJSWJ[NJ\TKMNLMJW-exposure activities NS[TQ[NSLQFWLJHWT\IX[JMNHQJINXUQF^XU^WTYJHMSNHXFSIFQHTMTQXJW[NHJ.SFIINYNTSNSIN[NIZFQ RFSFLJWXHZWWJSYQ^HTQQJHYFSIWJ[NJ\[JSITWNSXZWFSHJHJWYNܪHFYJXFSIMTQI-harmless agreements manually. MTWJXYFSIFWIN_JIKTWRXWJ[NJ\UWTHJIZWJXFSIUTYJSYNFQQ^FSFZYTRFYJIXZGRNYYFQUWTHJXX \TZQIMJQUensure HTSXNXYJSH^NSHTSܪWRNSLYMFYJ[JSYXUTSXTWXFSIYMNWI-party vendors meet the City’s NSIJRSNܪHFYNTSFSIFIINYNTSFQ-NSXZWJIWJVZNWJRJSYX
VOLUNTEER COORDINATION AND VETTING
9MJ7JHWJFYNTS)N[NXNTSTKYJSrelies on volunteers\MNHMJ]UFSIXYMJ(NY^ѣXHFUFHNY^YTXZUUTWY community recreation programs and special events. This volunteer support is an important operational WJXTZWHJFSIMJQUXXYFKKIJQN[JWFGWTFIWFSLJTKUZGQNH-KFHNSLFHYN[NYNJXThe City does not currently FUUJFWYTMF[JFXYFSIFWIN_JIHNY^\NIJKWFRJ\TWPLT[JWSNSL[TQZSYJJWZXJTSGTFWINSLXHWJJSNSLFSI YWFNSNSL<MNQJJRUQT^JJXFWJXZGOJHYYTJXYFGQNXMJIUWJ-JRUQT^RJSYXHWJJSNSLWJVZNWJRJSYXFUUWTUWNFYJ to their positions, including baHPLWTZSINS[JXYNLFYNTSXFSI1N[J8HFSܪSLJWUWNSYNSLKTWHJWYFNS HQFXXNܪHFYNTSXHTRUFWFGQJWJVZNWJRJSYXFWJSTYHTSXNXYJSYQ^FUUQNJIFHWTXX[TQZSYJJWWTQJX;TQZSYJJW onboarding and screening practices instead vary by department, program, and assignment, creating an TUUTWYZSNY^YTJXYFGQNXMHQJFWJWHNY^\NIJRNSNRZRXYFSIFWIXGFXJITSYMJSFYZWJFSIWNXPTKYMJ volunteer activity. *XYFGQNXMNSLFHNY^\NIJ[TQZSYJJWUTQNH^\NYMWNXP-GFXJIXHWJJSNSLWJVZNWJRJSYX FUUWTUWNFYJGFHPLWTZSIHMJHPXFSIGFXNHXFKJY^YWFNSNSL\TZQIMJQUXYWJSLYMJSFSFQWJFI^[FQZFGQJ [TQZSYJJWUWTLWFR\MNQJNRUWT[NSLHTSXNXYJSH^XFKJY^FSITWLFSN_FYNTSFQUrotection.
ESCALATING RISK COSTS AND FACILITY EXPOSURE
(ZWWJSYHTSINYNTSXUWJXJSYFSTUUTWYZSNY^YTXYWJSLYMJSYMJ(NY^ѣXT[JWFQQWNXP-RFSFLJRJSYKWFRJ\TWPFX NSXZWFSHJHTXYXHTSYNSZJYTWNXJFHWTXXYMJ(/5.&UTTQ2TWJHTSXNXYJSY[JWNܪHFYNTSTKNSXYWZHYTW HT[JWFLJ[TQZSYJJWXHWJJSNSLJ[JSYNSIJRSNܪHFYNTS FSIKFHNQNY^XFKJY^UWFHYNHJX\TZQIMJQUWJIZHJ UWJ[JSYFGQJJ]UTXZWJFSIWJNSKTWHJJ]NXYNSLHTSYWTQX
RISK MANAGEMENT RECOMMENDATIONS
RSK1: *XYFGQNXMXYFSIFWIN_JIWNXP-RFSFLJRJSYUWTHJIZWJXKTWNSXYWZHYTWX[TQZSYJJWXFSITYMJW UWTLWFRUJWXTSSJQNSHQZINSLHJSYWFQN_JIWJ[NJ\FSIITHZRJSYFYNTSTKFUUQNHFGQJFLWJJRJSYX NSXZWFSHJWJVZNWJRJSYXGFHPLWTZSIXHWJJSNSLFSIXFKJY^YWFNSNSL\NYM[JWNܪHFYNTSHTRUQJYJI GJKTWJXJW[NHJGJLNSXFSIFUUWTUWNFYJWJSJ\FQRTSNYTWNSLRFNSYFNSJIYMJWJFKYJW RSK2: .SHQZIJ7NXP2FSFLJRJSYTW(NY^&YYTWSJ^WJUWJXJSYFYNTSNS8UJHNFQ*[JSYX(TRRNYYJJRJJYNSLX YTJ[FQZFYJQNFGNQNY^FSIJSXZWJHTSXNXYJSYNSXZWFSHJFSINSIJRSNܪHFYNTSWJVZNWJRJSYXKTWFQQ events.
2.6 TECHNOLOGY AND DIGITAL SERVICE DELIVERY
9MJ)JUFWYRJSYUWT[NIJXXYWTSLTSQNSJFHHJXXYT[NXNYTWFSIJ[JSYNSKTWRFYNTSYMWTZLMYMJ*]UJWNJSHJ 5NXRT'JFHMFSI(NY^\JGXNYJXFSIWJXNIJSYXHFSWJLNXYJWKTWWJHWJFYNTSUWTLWFRXTSQNSJYMWTZLM Council Agenda 9-29-2026 3.A-11
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 10
ActiveNet9MJ(NY^ѣXHJSYWFQN_JI.9)N[NXNTSFQXTUWT[NIJXFSJXYFGQNXMJIKTZSIFYNTSKTWX^XYJRXJHZWNY^ ܪWJ\FQQUWTYJHYNTSYMWJFYIJYJHYNTS5(.HTRUQNFSHJFSI[JSITWXZUUTWY Opportunities remain to improve integration and expand digital service delivery across core Department KZSHYNTSX7JHWJFYNTSWJLNXYWFYNTSNXRFSFLJIYMWTZLM&HYN[J3JY\MNQJKFHNQNY^WJXJW[FYNTSXHTSYNSZJYT WJQ^TS8MFWJ5TNSYFSIRFSZFQUWTHJXXJX\NYMQNRNYJINSYJLWFYNTSGJY\JJSTUJWFYNTSFQX^XYJRXFSIYMJ (NY^ѣXܪSFSHNFQXTKY\FWJ&QYMTZLMTSQNSJWJLNXYWFYNTSNXF[FNQFGQJKTWHQFXXJXKFHNQNY^WJXJW[FYNTSXFWJSTY HZWWJSYQ^TKKJWJITSQNSJNSUFWYIZJYTXYFܬSLHFUFHNY^FSIUWTHJXXNSL-KJJHTSXNIJWFYNTSX9MNXNSHWJFXJX manual administration and limits the ability to provide a consistent end-to-JSIINLNYFQJ]UJWNJSHJKTW WJXNIJSYXFSIXYFKK
9MJ7JHWJFYNTS)N[NXNTSѣXZXJTK&HYN[J3JYWJXZQYXNSINKKJWJSYKJJYWJFYRJSYIJUJSINSLTSMT\HZXYTRJWX WJLNXYJW4SQNSJHZXYTRJWXUF^YMJFUUQNHFGQJYWFSXFHYNTSKJJINWJHYQ^\MNQJWJLNXYWFYNTSXHTRUQJYJIG^ UMTSJTWNSUJWXTSFWJJSYJWJIG^XYFKK\NYMTZt the same surcharge, leaving the City to absorb the cost. 9MNXHWJFYJXFSNSHTSXNXYJSYKJJXYWZHYZWJKTWYMJXFRJZSIJWQ^NSLXJW[NHJ 9MJHZWWJSYUWTHJXXFQXTMFXF\TWPQTFINRUFHY2TWJYMFSMFQKTKWJLNXYWFYNTSXFWJHTRUQJYJI\NYMXYFKK FXXNXYFSHJWJVZNWNSLJRUQT^JJXYTHTQQJHYUFWYNHNUFSYNSKTWRFYNTSUWTHJXXUF^RJSYFSIRFSZFQQ^JSYJW NSKTWRFYNTSYMFYHZXYTRJWXHFSTYMJW\NXJXZGRNY through the online portal. Assisted registration should WJRFNSF[FNQFGQJKTWHZXYTRJWX\MTSJJINY MT\J[JWFUUQ^NSLFHTSXNXYJSYKJJXYWZHYZWJFHWTXX WJLNXYWFYNTSRJYMTIXFSIJSHTZWFLNSLLWJFYJWZXJTKXJQK-XJW[NHJWJLNXYWFYNTS\TZQIWJIZHJWJUJYNYN[J aIRNSNXYWFYN[J\TWPFSIFQQT\XYFKKYTIJ[TYJRTWJHFUFHNY^YTUWTLWFRRNSLHZXYTRJWXJW[NHJFSITYMJW operational responsibilities.
TECHNOLOGY & DIGITAL SERVICE DELIVERY RECOMMENDATIONS
TC1: *[FQZFYJTUUTWYZSNYNJXYTGJYYJWNSYJLWFYJWJHWJFYNTSKFHNQNY^J[JSYFSIܪSFSHNFQX^XYJRXYTWJIZHJ manual processes and duplicate data entry.
TC2: *]UFSITSQNSJXJQK-XJW[NHJTUYNTSXNSHQZINSLKFHNQNY^WJXJW[FYNTSX\MJWJXYFܬSLHFUFHNY^ business processes, and processing costs support implementation.
TC3: Continue centralized IT security, PCI compliance, and vendor-management practices as )JUFWYRJSYYJHMSTQTL^UQFYKTWRXJ[TQ[J
TC4: 8YFSIFWIN_J&HYN[J3JYYWFSXFHYNTSKJJXFHWTXXFQQWJLNXYWFYNTSRJYMTIXFSIJSHTZWFLJLWJFYJWZXJ TKTSQNSJXJQK-XJW[NHJWJLNXYWFYNTS\MNQJRFNSYFNSNSLXYFKK-FXXNXYJITUYNTSXKTWHZXYTRJWX\MTSJJI them.
2.7 COMMUNITY ENGAGEMENT AND DESTINATION STEWARDSHIP
In a tourism-oriented community, maintaining strong resident relationships is essential to sustaining a IJXYNSFYNTS\MJWJGTYMWJXNIJSYXFSI[NXNYTWXHFSYMWN[J9TZWNXRFSIXUJHNFQJ[JSYXLJSJWFYJNRUTWYFSY JHTSTRNHFSIHTRRZSNY^GJSJܪYXGZYYMJ^FQXTINWJHYQ^FKKJHYWJXNIJSYXYMWTZLMYWFܬHUFWPNSLUZGQNH- XUFHJZXJSJNLMGTWMTTIFHYN[NY^KFHNQNY^IJRFSIFSIT[JWFQQVZFQNY^TKQNKJ&HHTWINSLQ^JKKJHYN[J IJXYNSFYNTSXYJ\FWIXMNUWJVZNWJXYMJ)JUFWYRJSYYTFHYN[JQ^HTSXNIJWWJXNIJSYUJWXUJHYN[JXFQTSgside Council Agenda 9-29-2026 3.A-12
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 11
visitor experience and economic-IJ[JQTURJSYTGOJHYN[JX\NYMWJLZQFWTUUTWYZSNYNJXKTWHTRRZSNHFYNTS KJJIGFHPFSIUFWYNHNUFYNTSNSIJHNXNTSXYMFYRF^FKKJHYYMJHTRRZSNY^ 9MJ)JUFWYRJSYMFXFXYWTSLKTZSIFYNTSKTWYMNXFUUWTFHMYMWTZLMNYXWJQFYNTSXMNUX\NYMWJXNIJSYX FI[NXTW^HTRRNXXNTSXSJNLMGTWNSLOZWNXINHYNTSXQTHFQMTYJQNJWXNSIJUJSIJSYNSXYWZHYTWXFSITYMJW community partners. These relationships support tourism promotion, recreation programming, event IJQN[JW^FSIGWTFIJWHTRRZSNY^TGOJHYN[JX7JXNIJSYFSIUFWYSJWUFWYNHNUFYNTSTHHZWXNSXJ[JWFQFWJFX MT\J[JWNYNXSTY^JYHTSXNXYJSYQ^NSHTWUTWFYJINSYTFXYWZHYZWJI)JUFWYRJSYFUUWTFHMKTWUQFSSNSL evaluating HTRRZSNY^NRUFHYXTWFIIWJXXNSLJRJWLNSLHTSHJWSX2TWJNSYJSYNTSFQJSLFLJRJSY\TZQI MJQUYMJ)JUFWYRJSYNIJSYNK^NXXZJXJFWQNJWHTRRZSNHFYJYMJGJSJܪYXFSINRUFHYXTKRFOTWFHYN[NYNJXFSI better balance destination-IJ[JQTURJSYUWNTWNYNJX\NYMWJXNIJSt expectations. *]YJWSFQUFWYSJWXMNUXRFWPJYNSLFSIIJXYNSFYNTS-management practices are important Department XYWJSLYMXXZUUTWYJIG^JXYFGQNXMJIWJQFYNTSXMNUX4UUTWYZSNYNJXWJRFNSYTKTWRFQN_JPJ^UFWYSJWXMNUX strengthen contract and volunteer management practices, aSIGJYYJWFQNLSTZYXNIJWJXTZWHJX\NYM )JUFWYRJSY\TWPQTFISJJIX
4[JWFQQYMJ)JUFWYRJSYNX\JQQUTXNYNTSJIYTGZNQITSNYXJ]NXYNSLHTRRZSNY^WJQFYNTSXMNUXYTZWNXR UJWKTWRFSHJRJFXZWJXFSIXYJ\FWIXMNUFHYN[NYNJX&RTWJNSYJSYNTSFQWJXNIJSY-JSLFLJRJSYKWFRJ\TWP HTRGNSJI\NYMKTWRFQN_JIUFWYSJWXMNUXXYWTSLJWHTSYWFHt oversight, and coordinated communications, \TZQIMJQUUWJXJW[JHTRRZSNY^VZFQNY^TKQNKJ\MNQJXZUUTWYNSLF\JQHTRNSLXZXYFNSFGQJFSIXZHHJXXKZQ visitor destination.
COMMUNITY ENGAGEMENT & DESTINATION STEWARDSHIP RECOMMENDATIONS CE1: Establish a resident-HJSYJWJIIJXYNSFYNTSXYJ\FWIXMNUFUUWTFHMYMFYWTZYNSJQ^NSHTWUTWFYJX HTRRZSNY^NSUZYVZFQNY^-TK-QNKJNRUFHYXFSI[NXNYTWJ]UJWNJSHJNSYTYTZWNXRWJHWJFYNTSFSIJ[JSY planning and evaluation.
CE2: )J[JQTUFHTTWINSFYJI)JUFWYRJSYHTRRZSNHFYNTSXFSIRFWPJYNSLKWFRJ\TWPYMFYFQNLSXWJXNIJSY TZYWJFHMWJHWJFYNTSJ[JSYXFSI[NXNYTWRFWPJYNSL
CE3: Incorporate sustainability, accessibility, inclusion, and community-GJSJܪYHWNYJWNFNSYTYTZWNXRFSI event planning and evaluation.
Council Agenda 9-29-2026 3.A-13
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 12
3.1 DIVISION OVERVIEW AND BEST MANAGEMENT PRACTICES
The Recreation Division delivers the City's resident-KFHNSLUWTLWFRRNSLNSHQZINSL^TZYMFSIFIZQY HQFXXJXXUTWYXHQNSNHXHTRRZSNY^J[JSYXKFHNQNY^WJSYFQXFSIGJFZYNܪHFYNTSNSNYNFYN[JX9MJ)N[NXNTS FIRNSNXYJWXFXZGXYFSYNFQ[TQZRJTKFHYN[NY^JFHM^ear—more than 150 programs, over 2,600 registrations, WTZLMQ^
NSIJUJSIJSYNSXYWZHYTWFLWJJRJSYXT[JW
KFHNQNY^WJSYFQXFSISJFWQ^HTRRZSNY^J[JSYX—
YMWTZLMFXRFQQYJFRTKKZQQ-YNRJUWTKJXXNTSFQXXZUUTWYJIG^UFWY-YNRJFSIXJFXTSFQXYFKKThe HTRUFSNTS8YFKKNSLFSI4WLFSN_FYNTSFQ&XXJXXRJSYUWJXJSYXIJYFNQJIXYFKKNSLQJ[JQX\TWPQTFI VZFSYNKNHFYNTSFSIUTXNYNTS-QJ[JQFSFQ^XNXKTWYMJ)N[NXNTSFSIITJXSTYWJUJFYYMJR here.
The Division demonstrates several established best practices. Program registration and participation are managed through ActiveNet, providing a consistent electronic WJHTWITKIJRFSIFSIWJ[JSZJ YMJ)N[NXNTS RFNSYFNSXFHYN[JHTRRZSNHFYNTS\NYMWJXNIJSYXYMWTZLMYMJ&HYN[NY^,ZNIJ FSINYXZXYFNSXXYWTSL NSYJWLT[JWSRJSYFQHTQQFGTWFYNTSYMWTZLMYMJWJLNTSFQѦ9MWJJ(NYNJXѧOTNSYFHYN[NY^LZNIJ&YYMJXFRJYNRJ several HTWJKZSHYNTSXWJQ^TSNSIN[NIZFQNSXYNYZYNTSFQPST\QJILJFSIRFSZFQUWTHJXXNSLWFYMJWYMFS ITHZRJSYJIUWTHJIZWJX9MJ)N[NXNTS\TZQIGJSJܪYKWTRKTWRFQN_JIStandard Operating Procedures, structured onboarding, and cross-training to preserve continuity as the Department navigates leadership transition.
3.2 OPERATIONAL COMPONENTS
The Division's day-to-IF^TUJWFYNTSXHTRUWNXJXJ[JWFQINXYNSHYKZSHYNTSFQHTRUTSJSYX x Registration and Program Administration: high-volume registration, payment, and records processing handled GTYMRFSZFQQ^G^XYFKKFSIYMWTZLMTSQNSJXZGRNYYFQX. x Advisory Body Support: XYFKKXZUUTWYs YMJ5FWPX7JHWJFYNTS 'JFZYNܪHFYNTS(TRRNXXNTS
57'(
Fܪ[J-RJRGJWWJXNIJSYFI[NXTW^GTI^FUUTNSYJIG^YMJ(NY^(TZSHNQYTUWT[NIJNSUZYTSUFWP UQFSSNSL^TZYMUWTLWFRRNSLUZGQNHFWYFSIGJFZYNܪHFYNTSNSNYNFYN[JX x Facility Rentals: FIRNSNXYWFYNTSTKHTRRZSNY^-MFQQFSIUFWPWJSYFQX NSHQZINSLYMJY\T;JYJWFSXѣ
2JRTWNFQ-FQQXXHMJIZQNSLKFHNQNY^\FQPYMWTZLMXFSIHZXYTRJWXJW[NHJHZWWJSYQ^HTSHJSYWFYJINS a limited-hours position \NYMKWJVZJSYXZUUTWYKWTRYMJ)N[NXNTS2FSFLJW. x Independent Instructor Program: roughly 30 to 38 instructor agreements delivering year-round HQFXXJXFSIHQNSNHX HTSYWFHYJ]JHZYNTSFSINSXZWFSHJ[JWNܪHFYNTSFWJSTYHZWWJSYQ^HJSYWFQN_JI x Community Events: SJFWQ^J[JSYXUJW^JFWWJVZNWNSLFI[FSHJUQFSSNSLXJYZUFSIGWJFPIT\S FSIFKYJW-MTZWXXYFܬSLYMFYNXFGXTWGJIG^KZQQ-YNRJXYFKKFSIFXRFQQUTTQTKUFWY-time personnel. x Adopt-a-Bench Program: XYFKKFIRNSNXYJWs the Adopt-a-Bench program, including applications, ITSTWHTRRZSNHFYNTSKJJHTQQJHYNTSQTHFYNTSWJHTWIXFSIWJQFYJIITHZRJSYFYNTS\MNQJ5ZGQNH <TWPXUJWKTWRXNSXYFQQFYNTSFSIQTSL-term maintenance.
3. RECREATION DIVISION
Council Agenda 9-29-2026 3.A-14
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MATRIX CONSULTING GROUP 13
3.3 STRENGTHS AND VULNERABILITIES
9MJ)N[NXNTSѣXUWNSHNUFQXYWJSLYMXNSHQZIJJXYFGQNXMJIWJLNXYWFYNTSFSIUJWKTWRFSHJIFYFYMWTZLM ActiveNetXYWTSLHTRRZSNY^WJQFYNTSXMNUXXZUUTWYJIG^F\JQQ-WJLFWIJI&HYN[NY^,ZNIJJKKJHYN[JWJLNTSFQ HTQQFGTWFYNTSFSIHTRRNYYJIJ]UJWNJSHJIXYFKK9TLJYMJWYMJXJXYWJSLYMXXZUUTWYFMNLMQJ[JQTKXJW[NHJ IJXUNYJQNRNYJIWJXTZWHJXFSIUWT[NIJFXTQNIKTZSIFYNTSKTWHTSYNSZJITUJWFYNTSFQNRUWT[JRJSY 9MJ7JHWJFYNTS2FSFLJWXJW[JXFXYMJUWNRFW^XYFKKQNFNXTSYTYMJ57'(HTTWINSFYNSLFLJSIFXUWJUFWNSL XYFKKWJUTWYXFSIXZUUTWYNSLHTRRZSNY^NSUZYFSIUWTOJHYIJ[JQTURJSY'JHFZXJ5ZGQNH<TWPXNXSTY routinely engaged in Commission meetings or early proOJHYINXHZXXNTSXXTRJHTSHJUYXRF^FI[FSHJ GJKTWJYJHMSNHFQRFNSYJSFSHJTWXNYJHTSXYWFNSYXFWJKZQQ^NIJSYNܪJI7JHWJFYNTSXYFKKNSYZWSTKYJSXJW[J FXFSNSYJWRJINFW^GJY\JJSFUUQNHFSYXFSI5ZGQNH<TWPXIJXUNYJMF[NSLQNRNYJIFZYMTWNY^T[JWNSXYFQQation FHYN[NYNJXTWYMJYJHMSNHFQJ]UJWYNXJSJJIJIYTIJYJWRNSJXNYJKJFXNGNQNY^2TWJHTSXNXYJSY5ZGQNH<TWPX UFWYNHNUFYNTSKTWRFQNSYJWIJUFWYRJSYFQWJ[NJ\UWTHJIZWJXXYFSIFWIN_JIUWTOJHYRFUUNSLFSIUWJ- FUUWT[JINSXYFQQFYNTSQTHFYNTSX\TZQIMJQUNIJSYNK^KJFXNGNQNY^NXXZJXJFWQNJWWJIZHJWJ\TWPFSINRUWT[J YMJ(TRRNXXNTSѣXFGNQNY^YTFI[FSHJNRUQJRJSYFGQJUWTOJHYX 8NRNQFWTUUTWYZSNYNJXJ]NXY\NYMNSYMJ(NY^ѣXGJSHMFSIGJFZYNܪHFYNTSUWTLWFRX(QJFWJWUWTLWFRXHTUJ IJܪSJIXJW[NHJYNRJQNSJXFSIRTWJHTRUWJMJSXN[JFXXJYYWFHPNSL\TZQINRUWT[JYMJ(NY^ѣXFGNQNY^YT RFSFLJSJ\WJVZJXYXRTSNYTWJ]NXYNSLFXXJYXFSINIJSYNK^GJSHMJXTWNSXYFQQFYNTSXWJVZNWNSLWJUFNW WJUQFHJRJSYTWKTQQT\-ZU'JHFZXJ5ZGQNH<TWPXNXWJXUTSXNGQJKTWXNYJKJFXNGNQNY^NSXYFQQFYNTSFSI TSLTNSLRFNSYJSFSHJYWFSXNYNTSNSLTUJWFYNTSFQFIRNSNXYWFYNTSTKYMJXJUWTLWFRXYT5ZGQNH<TWPX\TZQI GJYYJWFQNLSUWTLWFRRFSFLJRJSY\NYMNRUQJRJSYFYNTSWJXUTSXNGNQNYNJX +TWRFQ\WNYYJSUWTHJIZWJXFWJQNRNYJIFHWTXXYMJ)N[NXNTS\NYMRFS^WJHZWWNSLUWTHJXXJXWJQ^NSLTS MNXYTWNHFQܪQJXFSINSIN[NIZFQNSXYNYZYNTSFQPST\QJILJ,N[JSYMJXRFQQSZRGJWTKKZQQ-YNRJXYFKK ITHZRJSYNSLHTWJ\TWPܫT\XFSIGFHPZUJ]UJHYFYNTSXNXNRUTWYFSYSTYTSQ^KTWTSGTFWINSLFSI HTSYNSZNY^GZYFQXTYTJSXZWJYMFYJXXJSYNFQKZSHYNTSXHFSGJHFWWNJIKTW\FWIHTSXNXYJSYQ^\MJS WJXUTSXNGNQNYNJXXMNKYTWJ]UJWNJSHJIXYFKKNXZSF[FNQFGQJ 9MJ)N[NXNTSѣXUWNRFW^[ZQSJWFGNQNYNJXWJQFYJYT\TWPQTFIHTSHJSYWFYNTSFSIHTSYNSZNY^8J[JWFQHTWJ KZSHYNTSXWJQ^MJF[NQ^TSFXRFQQSZRGJWTKQTSL-YJSZWJIJRUQT^JJXFSIQFHPITHZRJSYJIUWTHJIZWJXTW IJXNLSFYJIGFHPZUHT[JWFLJNSHWJFXNSLXZHHJXXNTSFSIoperational continuity concerns. Administrative FSIHQJWNHFQWJXUTSXNGNQNYNJXFQXTIWF\UWTKJXXNTSFQXYFKKF\F^KWTRUWTLWFRRNSLFSIXZUJW[NXNTS\MNQJ NSXYWZHYTWFLWJJRJSYXFWJRFSFLJITZYXNIJHJSYWFQN_JIWNXPWJ[NJ\FSIIJKJWWJIKFHNQNY^RFNSYJSFSHJ FKKJcts programmable spaces.
3.4 RECREATION DIVISION RECOMMENDATIONS
REC1: )J[JQTUFSIRFNSYFNS\WNYYJSStandard Operating Procedures, structured onboarding materials, cross-YWFNSNSLFXXNLSRJSYXFSIFXZHHJXXNTSKWFRJ\TWPKTWHTWJ7JHWJFYNTSKZSHYNTSX REC2: 8YFGNQN_JYMJKFHNQNY^-WJSYFQKZSHYNTSG^WJ[NJ\NSLYMJWJXUTSXNGQJUTXNYNTS XHQFXXNܪHFYNTS
FZYMTWN_JIMTZWXFSIGFHPZUHT[JWFLJYTNRUWT[JHTSYNSZNY^NSWJXJW[FYNTSX\FQPYMWTZLMX scheduling, and customer service.
Council Agenda 9-29-2026 3.A-15
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MATRIX CONSULTING GROUP 14
REC3: .SHWJFXJFZYTRFYNTSFSIXYFSIFWIN_FYNTSTKMNLM-volume registration, reservation, payment, and records-RFSFLJRJSYUWTHJXXJXYTWJIZHJRFSZFQYWFSXFHYNTSXFSIWJUJYNYN[JXYFKKUWTHJXXNSL REC4: 8YWJSLYMJSXYFKKXZUUTWYKTWYMJ5FWPX7JHWJFYNTS 'JFZYNܪHFYNTS(TRRNXXNTSNSHQZINSL
HTSXNXYJSYFLJSIFUWJUFWFYNTSFSIHTTWINSFYNTSTKGJFZYNܪHFYNTSFSIUZGQNH-art initiatives.
REC5: *XYFGQNXMFHTTWINSFYJIUWTHJXXGJY\JJS7JHWJFYNTSFSI5ZGQNH<TWPXKTWUFWPXGJFZYNܪHFYNTS public art, and similar public-XUFHJNRUWT[JRJSYXYMFYNIJSYNܪJXUWJKJWWJIQTHFYNTSXFSIYJHMSNHFQ WJVZNWJRJSYXNSFI[FSHJTKF[FNQFGQJKZSINSL
REC6: 9WFSXNYNTSTUJWFYNTSFQFIRNSNXYWFYNTSTKYMJ&ITUY-a-'JSHMUWTLWFRYT5ZGQNH<TWPXXZUUTWYJIG^ pre-FUUWT[JINSXYFQQFYNTSQTHFYNTSXIJܪSJIYJHMSNHFQXYFSIFWIXFSIHJSYWFQN_JIFXXJYFSI RFNSYJSFSHJYWFHPNSL\MNQJRFNSYFNSNSLFUUWTUWNFYJ7JHWJFYNTSFSIPRBC involvement in program UTQNH^FSIGJFZYNܪHFYNTSUWNTWNYNJX
8YFܬSL-QJ[JQWJHTRRJSIFYNTSXKTWYMJ)N[NXNTSFWJUWJXJSYJINSYMJ7JHWJFYNTS)N[NXNTSXYFܬSL WJHTRRJSIFYNTSX
78–78
Council Agenda 9-29-2026 3.A-16
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 15
4.1 DIVISION OVERVIEW AND BEST MANAGEMENT PRACTICES
9MJ(TSKJWJSHJFSI;NXNYTWX'ZWJFZ
(;')N[NXNTSUWTRTYJX5NXRT'JFHMFXF[NXNYTWIJXYNSFYNTS provides visitor services, administers the City’s destination-RFWPJYNSLUWTLWFRFSIHTTWINSFYJXRFOTW tourism and community events. The Division has a comparaYN[JQ^\JQQ-IJ[JQTUJIUJWKTWRFSHJ- RFSFLJRJSYKWFRJ\TWPXZUUTWYJIG^NYXRFWPJYNSLHTSYWFHYTW9/&FSILZNIJIG^F–2028 8YWFYJLNH2FWPJYNSL5QFS5JWKTWRFSHJNXYWFHPJIYMWTZLMTSQNSJIFXMGTFWIXMTYJQFHYN[NY^FSI attributable Transient Occupancy TF]NRUFHYX\MNQJ[NXNYTWWJXTZWHJXNSHTWUTWFYJYWFSXQFYNTSFSI FHHJXXNGNQNY^KJFYZWJXFSIXYFKKWJHJN[JIJXYNSFYNTS-KTHZXJIYWFNSNSL
4.2 OPERATIONAL COMPONENTS
9MJ)N[NXNTS
XTUJWFYNTSXHTRUWNXJXJ[JWFQINXYNSHYKZSHYNTSFQHTRUTSJSYX x Destination Marketing Program: FXZGXYFSYNFQTZYXTZWHJIRFWPJYNSLUWTLWFRRFSFLJIZSIJW HTSYWFHY\NYMYMJ(NY^WJYFNSNSLWJXUTSXNGNQNY^KTWUTQNH^INWJHYNTSFI[NXTW^-board administration, HTSYWFHYT[JWXNLMYFSIUJWKTWRFSHJJ[FQZFYNTS+TWRFQHTSYWFHY-governance protocols and HTSܫNHt-TK-NSYJWJXYXFKJLZFWIX\TZQIXYWJSLYMJSFHHTZSYFGNQNY^\MJWJFHTSYWFHYTWXZUUTWYXGTFWI operations and policy planning.
x Special Events Committee. (SEC) and Permitting: FIRNSNXYWFYN[JXZUUTWYYTYMJ8*(\MNHM WJ[NJ\XFUUWT]NRFYJQ^
–XUJHNFQJ[JSYUJWRNYXFSSZFQQ^9MJUWTHJXXWJVZNWJXXZGXYFSYNFQ RFSZFQKTQQT\-ZU\NYMFUUQNHFSYXFSIHTTWINSFYNTSFHWTXX5TQNHJ+NWJFSI5ZGQNH<TWPXHWJFYNSL an opportunity to streamline permit administration through standardized digital tools and more INWJHY7NXP2FSFLJRJSYUFWYNHNUFYNTS
x Visitor Services: TUJWFYNTSTKYMJ;NXNYTW.SKTWRFYNTS(JSYJWHZWWJSYQ^MTZXJINSYMJ5NXRT'JFHM 5NJW&NWXYWJFR\MNHMUWJXJSYXXNLSNܪHFSYTUJWFYNTSFQFSIXFKJY^QNRNYFYNTSXFIIWJXXJI x CVB / LBID Advisory Board Support: 9MJ9TZWNXR2FSFLJWXJW[JXFXYMJUWNRFW^XYFKKQNFNXTSYT YMJ(;'1'.)&I[NXTW^'TFWIUWJUFWNSLFLJSIFXFSIWJUTWYXWJ[NJ\NSLHTSYWFHYTWUJWKTWRFSHJ NSKTWRFYNTSFSIHTTWINSFYNSLHTRRZSNHFYNTS\NYMQTILNSLWJUWJXJSYFYN[JX x Chapman Estate and Signature Events: FIRNSNXYWFYNTSTK(MFURFS*XYFYJFLWJJRJSYXFSI XNLSFYZWJHTRRZSNY^HJQJGWFYNTSXYMFYLJSJWFYJHTSHJSYWFYJIXJFXTSFQJ[JSY\TWPQTFI
4.3 STRENGTHS AND VULNERABILITIES
9MJ)N[NXNTS
XUWNSHNUFQXYWJSLYMXNSHQZIJRFYZWJYTZWNXRUJWKTWRFSHJRJFXZWJRJSYXYWTSLQTILNSL- industry and hotelier relationships, a high-return destination-RFWPJYNSLUWTLWFRFSIJXYFGQNXMJI destination and customer-service training. These capabilitieXXZUUTWYF\JQQ-regarded visitor experience and measurable economic return.
4. CONFERENCE AND VISITORS BUREAU (CVB) DIVISION
Council Agenda 9-29-2026 3.A-17
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 16
9TZWNXRXYFKKHZWWJSYQ^IJ[TYJFXZGXYFSYNFQXMFWJTKYMJNWYNRJYTUQFSSNSLHTTWINSFYNSLFSIXZUUTWYNSL RFOTWJ[JSYXFSNRUTWYFSYHTRUTSJSYTKYMJ(NY^ѣXIJXYNSFYNTSXYWFYJL^GZYone that HFSQNRNYHFUFHNY^KTW other tourism-KTHZXJIWJXUTSXNGNQNYNJX9MJWJNXFSTUUTWYZSNY^YTGFQFSHJJ[JSYXZUUTWYmore intentionally \NYMGWTFIJWIJXYNSFYNTS-RFSFLJRJSYKZSHYNTSX&XWJXUTSXNGNQNYNJXFWJJ[FQZFYJIYMJ )N[NXNTSXMTZQIFQXTRTWJHQTXJQ^FQNLSNSIN[NIZFQFXXNLSRJSYX\NYMFITUYJIOTGIJXHWNUYNTSXFSIYMJ WTQJXXYFKK\JWJTWNLNSFQQ^MNWJIYTUJWKTWRMJQUNSLJSXZWJXUJHNFQNzed positions are used at their highest [FQZJ\MNQJRFNSYFNSNSLFUUWTUWNFYJXZUUTWYKTWRFOTWJ[JSYX Key Division [ZQSJWFGNQNYNJXNSHQZIJYMJHTSHJSYWFYNTSTKFIRNSNXYWFYN[JHTSYWFHYFSIJ[JSY\TWPQTFINSF XRFQQSZRGJWTKUTXNYNTSX RFSZFQRFSFLJRJSYTKHTSYWFHYJ]JHZYNTSFSINSXZWFSHJ[JWNܪHFYNTSKTW J[JSYXLT[JWSFSHJJ]UTXZWJ\MJWJFHTSYWFHYTWNSܫZJSHJXGTFWIand policy activity; and the operational QNRNYFYNTSXTKYMJHZWWJSY Visitor Center FFHNQNY^9MJHTRUFSNTS8YFܬSLFSI4WLFSN_FYNTSFQ&XXJXXRJSY UWT[NIJXFIJYFNQJI\TWPQTFIFSIXYFܬSLFSFQ^XNX
4.4 CVB DIVISION RECOMMENDATIONS
CVB1: *XYFGQNXMKTWRFQHTSYWFHY-LT[JWSFSHJUWTYTHTQXYMFYXJUFWFYJHTSYWFHYTWJ]JHZYNTSKWTR(NY^ WJXUTSXNGNQNY^KTWUTQNH^INWJHYNTSGTFWIFIRNSNXYWFYNTST[JWXNLMYFSIUJWKTWRFSHJJ[FQZFYNTS \NYMXFKJLZFWIXKTWFHYZFQTWUJWHJN[JIHTSܫNHYXTKNSYJWJXY CVB2: Implement a tiered, hybrid special-J[JSYUJWRNYYNSLUWTHJXXYMFYFQQT\XQT\-WNXPFUUQNHFYNTSXYTGJ FUUWT[JIFIRNSNXYWFYN[JQ^FSIWJXJW[JXKZQQNSYJWIJUFWYRJSYFQWJ[NJ\KTWHTRUQJ]MNLM-exposure events.
CVB3: &ITUYFSTGOJHYN[JRZQYN-criteria event-[JYYNSLWZGWNHYTJ[FQZFYJJ]NXYNSLFSISJ\Q^UWTUTXJI J[JSYXFLFNSXYXYFKKHFUFHNY^WJXNIJSYNRUFHYFSIJHTSTRNH^NJQI CVB4: :UIFYJYMJ(NY^
XRFXYJWKJJXHMJIZQJXTYMFYUJWRNYYNSLFSITUJWFYNTSFQKJJXKTWSTS-City- JSITWXJIJ[JSYXWJܫJHYKZQQRZSNHNUFQHTXYWJHT[JW^
CVB5: )J[JQTU\WNYYJS(;'8YFSIFWI4UJWFYNSL5WTHJIZWJXFSIFXYWZHYZWJITSGTFWINSLUWTLWFRKTWFQQ )N[NXNTSWTQJXYTUWTYJHYHTSYNSZNY^FSIWJIZHJWJQNFSHJTSNSIN[NIZFQNSXYNYZYNTSFQPST\QJILJ CVB6: Implement a more standardized digital special-J[JSYUJWRNYYNSLUWTHJXXFSIKTWRFQQ^NSHTWUTWFYJ 7NXP2FSFLJRJSYNSYT8*(WJ[NJ\YTWJIZHJRFSZFQKTQQT\-up, improve consistency, and XYWJSLYMJSWNXPT[JWXNLMY
CVB7: 7JFQNLSYTZWNXRXYFKKWJXUTSXNGNQNYNJXYTGJYYJWGFQFSHJJ[JSYXZUUTWY\NYMGWTFIJWIJXYNSFYNTS- RFSFLJRJSYUWNTWNYNJXFSIJSXZWJNSIN[NIZFQFXXNLSRJSYXFWJHTSXNXYJSY\NYMFITUYJIOTG descriptions, intended roles, and organizational needs. 8YFܬSL-QJ[JQWJHTRRJSIFYNTSXKTWYMJ)N[NXNTSFWJUWJXJSYJINSYMJCVB )N[NXNTSXYFܬSLWJHTRRJSIFYNTSX
C8–CS7
Council Agenda 9-29-2026 3.A-18
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 17
9MNXHMFUYJWUWJXJSYXFHTRUWJMJSXN[JFXXJXXRJSYTKYMJ 9TZWNXRFSI*[JSYX)JUFWYRJSY 9*)XYFܬSL
QJ[JQXTWLFSN_FYNTSFQXYWZHYZWJFSIFUUWTFHMLWTZSIJINSFSFSFQ^XNXTK\TWPQTFIFSITUJWFYNTSFQIFYF '^J]FRNSNSLYMJ[TQZRJFSISFYZWJTK\TWPUJWKTWRJIFHWTXX)JUFWYRJSYKZSHYNTSXYMJXYZI^FQNLSX personSJQWJXTZWHJX\NYMFHYZFQTUJWFYNTSFQIJRFSIXJSXZWNSLYMJTWLFSN_FYNTSNXKZQQ^KZSHYNTSFQFSI FUUWTUWNFYJQ^WJXTZWHJIWJQFYN[JYTYMJ\TWPNYNXYFXPJIYTIJQN[JW 9MJXYZI^J[FQZFYJXMT\JKKJHYN[JQ^WJXTZWHJXFWJIJUQT^JIFSI\MFYNSYJWSFQXYFܬSLNXSJJIJIYT XZUUTWYYMJR9MJITHZRJSYNSHQZIJXF\TWPQTFIFSFQ^XNXYMFYVZFSYNܪJXIJRFSIFHWTXXJFHMKZSHYNTSFQ IN[NXNTS+WTRYMNXKTZSIFYNTSYMJWJUTWYIJ[JQTUXXYFܬSLFQQTHFYNTSWJHTRRJSIFYNTSXUWJXJSYX ܪSINSLXFSIJ[FQZFYJXTZYXTZWHNSLFSINSXTZWHNSLTUUTWYZSNYNJX 9MJRJYMTITQTL^IWF\XTSRZQYNUQJXTZWHJXTKNSKTWRFYNTS9MJXJNSHQZIJNSYJW[NJ\X\NYM)JUFWYRJSY XYFKKFSIRFSFLJRJSYINWJHYWJ[NJ\TKTUJWFYNTSFQFSIܪSFSHNFQWJHTWIXFSFQ^XNXTK\TWPQTFIFSI UJWKTWRFSHJIFYFXZUUQNJIG^YMJ(NY^FSIHTRUFWNXTS\NYM WJQJ[FSYGJSHMRFWPXFSIUWTKJXXNTSFQGJXY practices. Together, these methods provide a data-IWN[JSKTZSIFYNTSKTWYMJWJUTWY XXYFܬSLIJHNXNTSX
resource-allocation recommendations, and organizational-improvement opportunities.
PRIMARY FINDINGS
9MJܪSINSLXGJQT\XZRRFWN_JYMJFSFQ^XNX9MJ9TZWNXRFSI*[JSYX)JUFWYRJSYIJQN[JWXFMNLMQJ[JQTK XJW[NHJYMWTZLMFXRFQQHFUFGQJYJFRGZYNYXXYFܬSLRTIJQWJQNJXMJF[NQ^TSUFWY-time capacity and on the XNLSNܪHFSY NSIN[NIZFQJKKTWYTKFKJ\KZQQ-YNRJRFSFLJWXHWJFYNSLHTSYNSZNY^XZHHJXXNTSFSI\TWPQTFI- HTSHJSYWFYNTSWNXPXFXYMJ)JUFWYRJSYJSYJWXFQJFIJWXMNUYWFSXNYNTS • Department structure and leadership. The consolidated Tourism and Events Department is FUUWTUWNFYJQ^XYWZHYZWJI\NYMYMJ)NWJHYTWT[JWXJJNSLYMJ(;'9TZWNXRFSI7JHWJFYNTSIN[NXNTSX ST XJUFWFYNTSNSYTINKKJWJSYIJUFWYRJSYXNX\FWWFSYJI9MJ)NWJHYTW XWTQJMFXFQRTXYJ]HQZXN[JQ^
emphasized external tourism and hotelier engagement, reducing internal leadership presence and cross-IN[NXNTSFQHTTWINSFYNTS9MJWJHTRRJSIJIHMFSLJNXYTWJGFQFSHJYMJUTXNYNTSYT\FWI IJUFWYRJSYFQQJFIJWXMNU\MNQJUWJXJW[NSLYMJNS[FQZFGQJYTZWNXRUFWYSJWXMNUX • Reliance on part-YNRJXYFܬSL 9MJ)JUFWYRJSYTUJWFYJX\NYMKZQQ-time and 18 part-time positions - FGTZY+9*TK\MNHMWTZLMQ^
NXUFWY-YNRJ9MNXRTIJQUWT[NIJXXJFXTSFQܫJ]NGNQNY^GZYUQFHJX HTWJTUJWFYNTSFQHTSYNSZNY^TSUTXNYNTSX\NYMQNRNYJIMTZWXFSIMNLMJWYZWST[JWF WNXPMJNLMYJSJIG^ local cost-TK-living and recruitment pressures. Recreation's recent part-time-to-KZQQ-time conversion is a constructive step, and a comparable, budget-SJZYWFQHTS[JWXNTSNXWJHTRRJSIJINSYMJ(;'9TZWNXR Division.
• Administrative capacity. )N[NXNTSRFSFLJWXXUJSIWTZLMQ^ TKYMJNWYNRJTSHQJWNHFQ\TWP- invoice
UWTHJXXNSLFHHTZSYXUF^FGQJWJHJN[FGQJXHMJIZQNSLFSI1FXJWܪHMJWJHTWIXNSIJ]NSL- \MNHMMFX IWF\SXJSNTWXYFKKF\F^KWTRXZUJW[NXNTSUWTLWFRRNSLFSIUQFSSNSL)JINHFYJIFIministrative XZUUTWYNX\FWWFSYJI
5. STAFFING & OPERATIONS
Council Agenda 9-29-2026 3.A-19
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 18
• Single-point-of-failure and succession risk. 'TYMIN[NXNTSXIJUJSITSFXRFQQSZRGJWTKQTSL-tenured NSIN[NIZFQXTUJWFYJ\NYMTZY\WNYYJSXYFSIFWITUJWFYNSLUWTHJIZWJXFSIQFHPKTWRFQXZHHJXXNTSUQFSX )THZRJSYNSLHTWJ\TWPܫT\XHWTXX-YWFNSNSLGFHPZUXFSIGZNQINSLXZHHJXXNTSHFUFHNY^FWJUWNTWNYNes. • (;'9TZWNXRXYFܬSL 9MJIN[NXNTSTUJWFYJX\NYMTSJKZQQ-time Tourism Manager and nine part-time positions. The Manager alone administers approximately 85 special event permits annually, Chapman *XYFYJFLWJJRJSYXYMJ
RNQQNTSRFWPJYNSLHTSYWFHYFSIUJWKTWRXWTZYNSJHQJWNHFQ\TWP Converting the part-YNRJ9TZWNXR&XXNXYFSY
MTZWXYTFKZQQ-time (40-hour) position establishes a XYFGQJXJHTSIKZQQ-time role and increases administrative support. • 7JHWJFYNTSXYFܬSL 9\TKZQQ-time and nine part-time positions support 152 programs, more than 2,600 registrations, roughly 38 instructor contracts, over 700 rentals, and 29 events. Full-YNRJXYFKKFGXTWG HQJWNHFQ\TWPFSIFKYJW-hours event labor because part-time hour caps QNRNYHT[JWFLJ\MJS\TWPQTFI SJJIXܫZHYZFYJ)JINHFYJIFIRNSNXYWFYN[JXZUUTWYNXSJJIJI • Event workload concentration. (;'J[JSYXHTSXZRJWTZLMQ^ XYFKKMTZWX
FGTZY
+9*
SJFWQ^
TK\MNHMNXHFWWNJIG^Y\THTWJUTXNYNTSX 7JHWJFYNTSJ[JSYXHTSXZRJWTZLMQ^ MTZWX
FGTZY+9*WTZLMQ^
TK\MNHMNXHFWWNJIG^YMWJJXNSLQJUTXNYNTSX*[JSYIJRFSINX HTSHJSYWFYJIIZWNSLUJFPXJFXTSXGZYFQXTHWJFYJX\TWPQTFIYMWTZLMTZYYMJ^JFWKWTRFI[FSHJ planning and coordination through event delivery and post-J[JSYKTQQT\-up. These demands are not LT[JWSJIG^IJܪSJIXJW[NHJXYFSIFWIXTWGZILJYJIXJUFWFYJQ^KWTR WTZYNSJTUJWFYNTSXWJVZNWNSL J]NXYNSLXYFKKYTFGXTWGJ[JSYWJXUTSXNGNQNYNJXFQTSLXNIJTSLTNSLIJUFWYRJSYFQKZSHYNTSX • Marketing contract and oversight. 9MJTZYXTZWHJI RNQQNTSRFWPJYNSLUWTLWFRWJYZWSJIGJY\JJS
FSI
NS9WFSXNJSY4HHZUFSH^9F]KTWJ[JW^ITQQFWXUJSYT[JWYMJQFXYYMWJJܪXHFQ^JFWX 4ZYXTZWHNSLMFXSTYJQNRNSFYJI(NY^\TWPQTFIFXNYXYNQQWJVZNWJXHTSYWFHYFIRNSNXYWFYNTS, board XZUUTWYFSIJ[JSYQTLNXYNHX<MNQJYMJHTSYWFHYIJRTSXYWFYJXLJSJWFQXZHHJXXKTWRFQHTSYWFHY- LT[JWSFSHJUWTYTHTQXFSIHTSܫNHY-TK-NSYJWJXYXFKJLZFWIXFWJWJHTRRJSIJIYTRJJYGJXYUWFHYNHJX • Interdepartmental and partner coordination. *[JSYJ]JHZYNTSIJUJSIXTS5ZGQNH<TWPXXZUUTWYYMFYNX HZWWJSYQ^TUYNTSFQFSIFWWFSLJIFIMTHFSIPJ^UFWYSJWXMNUX\NYMYMJ(MFRGJWTK(TRRJWHJFSI QTILNSLHTRRZSNY^TUJWFYJTSNSKTWRFQZSIJWXYFSINSLX.SYJWIJUFWYRJSYFQXJW[NHJ-level agreements \NYMHTTWINSFYJIFXXNXYFSHJKWTRYMJ(NY^2FSFLJWQJ[JQFSIKTWRFQ24:X\NYMHTRRZSNY^UFWYSJWX \TZQIUQFHJYMJXJWJQFYNTSXMNUXTSFIJܪSJIFHHTZSYFGQJKTTYNSL
5.1 DEPARTMENT STAFFING ASSESSMENT
ORGANIZATIONAL STRUCTURE
9MJ9TZWNXRFSI*[JSYX)JUFWYRJSYNXFUUWTUWNFYJQ^XYWZHYZWJI\NYMYMJ)JUFWYRJSY)NWJHYTWT[JWXJJNSL Y\THTWJTUJWFYNSLIN[NXNTSX—YMJ7JHWJFYNTS)N[NXNTSFSIYMJ(TSKJWJSHJFSI;NXNYTWX'ZWJFZ (;'
Division. This organizational design provides a manageaGQJXUFSTKHTSYWTQ\NYMJFHMIN[NXNTSQJIG^F dedicated mid-RFSFLJW
YMJ7JHWJFYNTS2FSFLJWFSIYMJ9TZWNXR2FSFLJW\MTNXINWJHYQ^WJXUTSXNGQJ KTWIF^-to-IF^TUJWFYNTSXUJWXTSSJQXZUJW[NXNTS\TWPQTFIHTTWINSFYNTSUWTLWFRNRUQJRJSYFYNTSFSI executiTSTKIN[NXNTSUWNTWNYNJX&WJ[NJ\TKYMJIJUFWYRJSYѣXTWLFSN_FYNTSFQKWFRJ\TWPRFSFLJRJSY WJXUTSXNGNQNYNJXFSIKZSHYNTSFQ\TWPܫT\XNSINHFYJXYMFYYMJHZWWJSYHTSXTQNIFYJIHTSܪLZWFYNTSNX\JQQ- Council Agenda 9-29-2026 3.A-20
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 19
FQNLSJI\NYMYMJ(NY^
XHTWJUZGQNH-KFHNSLKZSHYNTSX9MJFXXJXXRJSYINISTYNIJSYNK^FSTUJWFYNTSFQTW structural need to separate or reassign either division to INKKJWJSYdepartments. Instead, the existing XYWZHYZWJKZWYMJWZSNܪJI by the recommendations in this report, TKKJWXFUWFHYNHFQKWFRJ\TWPKTW coordinating public events, community outreach, tourism promotion, and resident-KTHZXJIWJHWJFYNTS XJW[NHJX\MNQJUWJXJW[NSLHQJFWNSIJUJSIJSYTUJWFYNTSFQT[JWXNLMY\NYMNSJFHMIN[NXNTS &QNLSNSLYMJY\TIN[NXNTSX\NYMNSFXNSLQJIJUFWYRJSYNXTUJWFYNTSFQQ^FSIXYWFYJLNHFQQ^XTZSIFXGTYM IJQN[JWMNLMQ^[NXNGQJUZGQNHXJW[NHJXXZUUTWYHTRRZSNY^FSI[NXNYTWJ[JSYXFSIXMFWJWJXUTSXNGNQNYNJXKTW TZYWJFHMXYFPJMTQIJWHTTWINSFYNTSFSIHTRmunications that shape Pismo Beach’s overall community image. While the Recreation Division is predominantly resident-KTHZXJIFSIYMJ(;')N[NXNTSNX[NXNYTWFSI tourism-KTHZXJIYMJNW\TWPܫT\XT[JWQFUNSXUJHNFQJ[JSYTUJWFYNTSXKFHNQNY^ZXJHTRRZSNY^RFWPJYNSL local sponsorships, civic engagement, and multi-deUFWYRJSYFQHTTWINSFYNTS\NYM5ZGQNH<TWPX5TQNHJFSI +NWJ2FNSYFNSNSLYMJXJHTRUQJRJSYFW^KZSHYNTSXZSIJWHTRRTSIJUFWYRJSYFQQJFIJWXMNUHWJFYJX TUUTWYZSNYNJXKTWOTNSYXYWFYJLNHUQFSSNSLHTTWINSFYJIUZGQNHHTRRZSNHFYNTSXXMFWJIFIRNSNXYWFYN[J resourcJXFSIXYFSIFWIN_JIWNXP-HTRUQNFSYJ[JSYRFSFLJRJSYUWFHYNHJXFQQ\MNQJUWJXJW[NSLJFHM IN[NXNTS
XXUJHNFQN_JITUJWFYNTSFQKTHZXFSIJ]UJWYNXJ
DEPARTMENT OVERSIGHT & EXECUTIVE REBALANCING
9MJ)JUFWYRJSYѣXHZWWJSYRFSFLJRJSYFUUWTFHMUQFHJXXNLSNܪHFSYWJXUTSXNGNQNY^TSYMJ)JUFWYRJSY )NWJHYTWYTQJFIFSIXZXYFNSYTZWNXRѣXJ]YJSXN[JJ]YJWSFQXYFPJMTQIJWJSLFLJRJSY<MNQJYMNXWTQJNX important YTRFNSYFNSNSLXYWTSLWJQFYNTSXMNUX\NYMQTHFQMTYJQNJWXFSIYTZWNXRUFWYSJWXYMJJRUMFXNXTS external engagement has reduced the Director’s internal leadership presence. At times, this imbalance MFXQJKYIN[NXNTSRFSFLJWXTUJWFYNSLNSKZSHYNTSFQNXTQFYNTS\NYMTZY consistent strategic direction, executive advocacy, and cross-divisional and departmental coordination. 'JHFZXJYMJ)JUFWYRJSY)NWJHYTWѣXFZYMTWN_JIOTGIJXHWNUYNTSFQWJFI^JSHTRUFXXJXGTYMNSYJWSFQ IJUFWYRJSYFIRNSNXYWFYNTSFSIJ]YJWSFQXYFPJMTQIJWIJ[JQTURJSYSTXYWZHYZWFQHMFSLJXYTYMJUTXNYNTS HQFXXNܪHFYNTSFWJWJHTRRJSIJI.SXYJFIYMJXYWFYJLNHTUUTWYZSNY^QNJXNSWJGFQFSHNSLMT\YMJUTXNYNTS KZSHYNTSXNSUWFHYNHJ(NY^2FSFLJRJSYXMTZQIKTWRFQQ^HQFWNK^YMFYIJUFWYRJSYFQQJFIJWXMNUFSINSYJWSFQ RFSFLJRJSYWJUWJXJSYYMJUTXNYNTSѣXUWNRFW^TGQNLFYNTSX.SUWFHYNHJYMNXWJGFQFSHJIJ]JHZYN[JKTHZX must GJNSXYNYZYNTSFQN_JIYMWTZLM
• Regular, Structured Engagement. *XYFGQNXMNSLRTSYMQ^KTWRFQHMJHP-NSXFSIXYWFYJLNHGWNJܪSLX\NYM GTYMIN[NXNTSRFSFLJWXYTWJ[NJ\UWTLWFRGZILJYX+21&HFUFHNY^LFUXFSITUJWFYNTSFQYNRJQNSJX • :SNܪJI(TRRZSNHFYNTSTK5WNTWNYNJX. Translating Council goals and department-\NIJJ]UJHYFYNTSX NSYTHQJFW\WNYYJSFSSZFQ\TWPUQFSXXMFWJIHT-JVZFQQ^FHWTXXGTYMIN[NXNTSX • Active Interdepartmental Advocacy. Leading high-QJ[JQHTTWINSFYNTS\NYM5ZGQNH<TWPXFSI (TRRZSNY^)J[JQTURJSYYTWJXTQ[JIJKJWWJIRFNSYJSFSHJGFHPQTLX, coordinate committee-driven UWTOJHYX FSIXJHZWJJXXJSYNFQHFUNYFQKFHNQNY^WJXTZWHJX • Consistent Administrative Reporting. Serving as a reliable, direct conduit to the Assistant City 2FSFLJWFSI(NY^2FSFLJWWJLFWINSLIN[NXNTSXYFܬSLneedsTUJWFYNTSFQWNXPXFSIXJW[NHJIJQN[JW^ constraints.
Council Agenda 9-29-2026 3.A-21
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 20
9MNXFIRNSNXYWFYN[JWJFQNLSRJSYITJXSTYWJVZNWJYMJ)JUFWYRJSY)NWJHYTWYTRFSFLJWTZYNSJIN[NXNTSFQ TUJWFYNTSX'TYMYMJ7JHWJFYNTS2FSFLJWFSIYMJ9TZWNXR2FSFLJWUTXXJXXNSXYNYZYNTSFQPST\QJILJFSI FWJMNLMQ^VZFQNܪJIYTT[JWXJJIF^-to-day division operations. Rather, the Director should provide a HTSXNXYJSY[NXNGQJQJFIJWXMNUUWJXJSHJYMFYHTSSJHYXYMJ\TWPTKGTYMIN[NXNTSXYTGWTFIJW(NY^UWNTWNYNJX WJNSKTWHJXNSYJWSFQFHHTZSYFGNQNY^FSIFHYN[JQ^HMFRUNTSXYMJIJUFWYRJSYѣX\TWPKTWHJ The Director’s time and responsibilities should be deliberately and systematically balanced. Where HTRUJYNSLXHMJIZQJXTWUJFPJ[JSYHFRUFNLSXRFPJNYINܬHZQYYTUJWKTWRGTYMmanagement and hotelier-liaison roles simultaneously, internal departmental management should YFPJUWJHJIJSHJAs needed, external outreach and out-TK-RFWPJYWJUWJXJSYFYNTSXMTZQIGJXYWFYJLNHFQQ^IJQJLFYJIYTYMJCVB Division TWRFSFLJIYMWTZLMYMJ(NY^
XUWNRFW^RFWPJYNSLHTSYWFHYTW
XYJFR (TJA Advertising). This
balanced approach preserves the City's lodging and Transient Occupancy Tax (TOT) NSYJWJXYX\MNQJ JSXZWNSLGTYMIN[NXNTSXWJHJN[JYMJJ]JHZYN[JQJFIJWXMNUFSITWLFSN_FYNTSFQXZUUTWYSJHJXXFW^KTW resilient, long-term operations.
ADMINISTRATIVE CAPACITY, COMPLIANCE, AND MANAGEMENT SUSTAINABILITY .SFRZSNHNUFQTWLFSN_FYNTSTK5NXRT'JFHMѣXXHFQJNYNXXYWZHYZWFQQ^HTRRTSKTWIN[NXNTSRFSFLJWXYT WJYFNSINWJHYWJXUTSXNGNQNY^KTWHJWYFNSWTZYNSJFIRNSNXYWFYN[JFSIHQJWNHFQKZSHYNTSXWFYMJWYMFSWJQ^NSLTS IJINHFYJIFIRNSNXYWFYN[JXYFKKKTWJ[JW^YFXP9MJHTWJHTSHJWSNIJSYNܪJIYMWTZLMYMNXFXXJXXRJSYNXSTY YMJUWJXJSHJTKFIRNSNXYWFYN[J\TWPNYXJQKGZYWFYMJWYMJINXUWTUTWYNTSFYJFRTZSYTKMNLMQ^XUJHNFQN_JI RFSFLJRJSYHFUFHNY^NYHTSXZRJXFSIYMJQFHPTKTUJWFYNTSFQGFHPZUF[FNQFGQJIZWNSLUJFP periods. 9MJ7JHWJFYNTS2FSFLJWFSI9TZWNXR2FSFLJWHZWWJSYQ^JXYNRFYJXUJSINSLFUUWT]NRFYJQ^ TKYMJNW
F[FNQFGQJ\TWPNSLMTZWXTSWTZYNSJYWFSXFHYNTSFQFSIHQJWNHFQYFXPX9MJXJFHYN[NYNJXNSHQZIJRFSZFQ NS[TNHJUWTHJXXNSLFHHTZSYXWJHTSHNQNFYNTSUJWRNYYWFHPing, contract routing, scheduling, and basic HZXYTRJWHTWWJXUTSIJSHJ&YYMNXMNLMQJ[JQTKFIRNSNXYWFYN[JXFYZWFYNTSYWFSXFHYNTSFQIJRFSIX RFYJWNFQQ^IJLWFIJYMJMTZWXF[FNQFGQJKTWJXXJSYNFQMNLM-QJ[JQRFSFLJRJSYWJXUTSXNGNQNYNJXNSHQZINSL • )NWJHYUJWXTSSJQXZUJW[NXNTSFSIUWTKJXXNTSFQIJ[JQTURJSY • Strategic service and long-YJWRHFUNYFQKFHNQNY^UQFSSNSL • Business process optimization and standard operating procedure (SOP) development • )N[NXNTSUJWKTWRFSHJRFSFLJRJSYFSIUTQNH^FSFQ^XNX
9MNXFIRNSNXYWFYN[JGTYYQJSJHPIJQF^XWTZYNSJܪSFSHNFQUWTHJXXNSLFSIHWJFYJXWJHTWIX-management and HTSYNSZNY^WNXPX\MJSITHZRJSYXFWJSTYYNRJQ^NSIJ]JIFHHJXXNGQJTWF[FNQFGQJYTXYFKKGJ^TSIYMJ individual handling them.
&XNRNQFWHFUFHNY^HMFQQJSLJNXJ[NIJSYNSYMJ)JUFWYRJSYѣXIJQN[JW^TKRFOTWJ[JSYX)N[NXNTSRFSFLJWX provide substantial hands-TSXZUUTWYGJKTWJIZWNSLFSIFKYJWJ[JSYXNSHQZINSLHTTWINSFYNSLQTLNXYNHX vendors, volunteers, contractors, partner agencNJXXYFܬSLHTRRZSNHFYNTSXXJYZUFSIWJFQ-time TUJWFYNTSFQNXXZJX8TRJQJ[JQTKINWJHYRFSFLJWNS[TQ[JRJSYNXFUUWTUWNFYJFSIGJSJܪHNFQUFWYNHZQFWQ^NS FWJQFYN[JQ^XRFQQIJUFWYRJSY\MJWJRFSFLJWXWJRFNSHQTXJQ^HTSSJHYJIYTXJW[NHJIJQN[JW^-T\J[er, WJHZWWNSLIJUJSIJSHJTSRFSFLJWXYTFGXTWGXNLSNܪHFSYFIINYNTSFQJ[JSY-related hours can exceed the Council Agenda 9-29-2026 3.A-22
Attachment 1
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 21
XZXYFNSFGQJGFSI\NIYMTKYMJXJUTXNYNTSXUFWYNHZQFWQ^\MJSWTZYNSJFIRNSNXYWFYN[JFSIXZUJW[NXTW^ WJXUTSXNGNQNYNJXHTSYNSZJHTSHZWWJSYQ^'JHFZXJYMJRFSFLJWXFWJXFQFWNJIFSISTYXZGOJHYYTIJܪSJI MTZWQ^QNRNYXYMJXJFIINYNTSFQMTZWXHFSRFXPZSIJWQ^NSLXYFܬSLFSI\TWPQTFIHTSXYWFNSYX\MNQJ NSHWJFXNSLYMJUTYJSYNFQKTWKFYNLZJGZWSTZYWJYJSYNTSHMFQQJSLJXFSIQTXXTKNSXYNYZYNTSFQPST\QJILJ 9MJHZWWJSYRTIJQMFXXZHHJXXKZQQ^XZXYFNSJIFMNLMQJ[JQTKXJW[NHJGZYNYIJUJSIXMJF[NQ^TSFXRFQQ SZRGJWTKNSIN[NIZFQXMF[NSLXZܬHNJSYF[FNQFGNQNY^YTFGXTWGFIRNSNXYWFYN[JIJRFSIXJ[JSY WJXUTSXNGNQNYNJXFSIZSJ]UJHYJI\TWPQTFIUWJXXZWJX1NRNYJd cross-YWFNSNSLFSIGFHPZUHFUFHNY^KZWYMJW NSHWJFXJYMJHTSXJVZJSHJXTKQJF[JYZWST[JWTWHTRUJYNSLUWNTWNYNJX&XWJXTZWHJXFQQT\YMJ(NY^ should NSHWJRJSYFQQ^WJFQNLSFUUWTUWNFYJHQJWNHFQFSIFIRNSNXYWFYN[JKZSHYNTSX9MJXJRJFXZWJX\TZQIUWJXJW[J the hands-TSRFSFLJRJSYFUUWTFHMFUUWTUWNFYJKTWFIJUFWYRJSYTKYMNXXN_J\MNQJUWT[NINSL)N[NXNTS RFSFLJWXLWJFYJWHFUFHNY^KTWQJFIJWXMNUXZUervision, planning, and long-term service improvement.
STAFFING STRUCTURE AND CAPACITY
9MJ)JUFWYRJSYTUJWFYJX\NYMKZQQ-time positions supplemented by 18 part-time positions, representing FHTRGNSJIXYFܬSLHFUFHNY^TKFUUWT]NRFYJQ^+9*X\MJSUFWY-time positions are converted based TSYMJNWRF]NRZRXHMJIZQJI\JJPQ^MTZWX9MNXXYFܬng model aligns \NYMYMJ)JUFWYRJSYѣXTUJWFYNTSFQ needs, including FRN]TK^JFW-round administrative and management responsibilities, FX\JQQFX recreation programming, events, visitor services, and other activities that can be supported through part- YNRJXYFܬSL
&QYMTZLMYMJYTYFQ+9*JVZN[FQJSYNXHTSXNIJWFGQ^MNLMJWYMFSYMJ4 KZQQ-YNRJUTXNYNTSXFQTSJ\TZQI suggest, \TWPKTWHe composition remains an important consideration. Currently, TKYMJ)JUFWYRJSYѣX
12.6 FTEs are provided through part-time positions, meaning that 68.3 TKF[FNQFGQJXYFܬSLHFUFHNY^NX
part-YNRJ9MNXUWT[NIJXYMJ(NY^\NYMܫJ]NGNQNY^YTFQNLSXYFܬSL\NYMUWTLWFRRNSLXHMJIZQJXJ[JSYX seasonal demands, and customer service needs; MT\J[JW, part-time capacity is not necessarily NSYJWHMFSLJFGQJ\NYMstable KZQQ-YNRJUWTKJXXNTSFQFSIFIRNSNXYWFYN[JHFUFHNY^
DIVISIONAL CAPACITY & FTE BREAKDOWN
(TWJWJXUTSXNGNQNYNJXWJRFNSHTSHJSYWFYJIFRTSLFWJQFYN[JQ^XRFQQSZRGJWTKKZQQ-YNRJJRUQT^JJX\NYM some part-YNRJXYFKKFQXTXZUUTWYNSLYMJXJKZSHYNTSX<MNQJYMNXFWWFSLJRJSYUWT[NIJXܫJ]NGNQNY^FSI additional capacity, it also distributes ongoing adRNSNXYWFYN[JWJXUTSXNGNQNYNJXFHWTXXJRUQT^JJX\NYMRTWJ limited and variable schedules, reducing consistent exposure to systems, processes, and decision- RFPNSL9MNXNSHWJFXJXYMJFRTZSYTKHTTWINSFYNTSFSITSLTNSLYWFNSNSLSJJIJIto maintain continuity and consistent coverage.
Organizational Segment Full-Time
FTEs
Part-Time
FTEs
Total
FTEs
Department
Administration 1.00 0.00 1.00
CVB/Tourism Division 1.00 4.55 5.55
Recreation Division 2.00 4.05 6.05
TOTAL 4.00 8.60 12.60
Council Agenda 9-29-2026 3.A-23
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 22
(TSXJVZJSYQ^YMJ)JUFWYRJSYѣXTWLFSN_FYNTSFQWJXNQNJSH^XMTZQIGJJ[FQZFYJISTYTSQ^G^NYXYTYFQ +9*JVZN[FQJSYGZYFQXTG^YMJJ]YJSYYT\MNHMHWNYNHFQKZSHYNTSXWJQ^TSFXRFQQSZRGJWTKKZQQ-time employees and division managers. This is particularly important because division managers \TWP extensive hours to meet their responsibilities.
The Department relies on part-YNRJJRUQT^JJXSTYTSQ^YTXZUUQJRJSYKZQQ-YNRJXYFܬSLGZYFQXTYT UWT[NIJGFHPZUHT[JWFLJKTWXJ[JWFQHTWJFIRNSNXYWFYN[JFSITUJWFYNTSFQKZSHYNTSX9MNXXYWZHYZWJHWJFYJX NRUTWYFSYܫJ]NGNQNY^ MT\J[JWNYFQXTUQFHJXpart TKYMJ)JUFWYRJSYѣXTUJWFYNTSFQHTSYNSZNY^TSUTXNYNTSX \NYM highJWYZWST[JWFSIRTWJQNRNYJI\JJPQ^J]UTXZWJYTX^XYJRXUWTHJIZWJXFSINSXYNYZYNTSFQ PST\QJILJ
-JF[^WJQNFSHJTSUFWY-YNRJJRUQT^JJXHWJFYJXFWJHZWWNSLHTSYNSZNY^WNXPGJHFZXJYMJXJUTXNYNTSX generally have more limited hours, less day-to-day exposure to departmental operations, and greater YZWST[JWUTYJSYNFQYMFSKZQQ-YNRJWTQJX9MNXWNXPNXMJNLhtened by local cost-TK-living pressures and HTSHJWSXJ]UWJXXJIWJLFWINSLYMJ(NY^ѣXFGNQNY^YTWJHWZNYFSIWJYFNSJRUQT^JJXNSQT\JW-hour positions.
When experienced part-YNRJJRUQT^JJXQJF[JYMJ)JUFWYRJSYQTXJXGTYMNRRJINFYJGFHPZUHFUFHNY^FSI accumuQFYJINSXYNYZYNTSFQPST\QJILJWJVZNWNSLKZQQ-YNRJXYFKKFSIRFSFLJWXYTFGXTWGWJXUTSXNGNQNYNJX \MNQJWJUQFHJRJSYXFWJWJHWZNYJIYWFNSJIFSIGWTZLMYYTUWTܪHNJSH^9MNXH^HQJNXUFWYNHZQFWQ^INXWZUYN[J \MJWJUFWY-time employees support specialized systJRXFIRNSNXYWFYN[JUWTHJXXJXJ[JSYKZSHYNTSXTW TYMJWWJXUTSXNGNQNYNJX\NYMQNRNYJIXYFܬSLIJUYM
9MJWJHJSYHTS[JWXNTSTKF7JHWJFYNTSUFWY-YNRJUTXNYNTSYTKZQQ-time status represents a positive step YT\FWINRUWT[NSLXYFܬSLHTSYNSZNY^HWTXX-training, and operational coverage. A similar approach is WJHTRRJSIJIKTWYMJ(;')N[NXNTS9MWTZLMSTWRFQFttrition, the City can reduce selected part-time positions and redirect existing salary dollars to convert the Tourism Assistant UTXNYNTSYTKZQQ-time status, maintaining budget neutrality in salary expenditures. This approach strengthens GFHPZUHFUFHNY^FSI reduces reliance on a heavily part-YNRJXYFܬSLRTIJQ\MNQJUWJXJW[NSLUFWY-YNRJWJXTZWHJXKTWXJFXTSFQ J[JSYFSIUJFP\TWPQTFIIJRFSIX
DEDICATED DEPARTMENT ADMINISTRATIVE SUPPORT
9MJRTXYXNLSNܪHFSYXYFܬSLLFUNIJSYNܪJIYMWTZLMYMJFXXJXXRJSYNXYMJFGXJSHJTKFIJINHFYJI administrative position to support the Tourism and Events Department. While part-time capacity has been FIIJIKTW[NXNYTWXJW[NHJXWJHWJFYNTSUWTLWFRRNSLFSIJ[JSYTUJWFYNTSXWTZYNSJFIRNSNXYWFYN[J\TWP remains INXYWNGZYJIFRTSLYMJ)JUFWYRJSY)NWJHYTW)N[NXNTS2FSFLJWXFSITYMJWUWTKJXXNTSFQXYFKK This directly FKKJHYX RFSFLJRJSYHFUFHNY^)N[NXNTS2FSFLJWXIJ[TYJFXZGXYFSYNFQXMFWJTKYMJNW F[FNQFGQJYNRJYTWJHZWWNSLHQJWNHFQFSIFIRNSNXYWFYN[JKZSHYNTSXWJIZHNSLYMJYNRJF[FNQFGQJKTW supervision, planning, program oversight, and service delivery. The Department Director similarly operates \NYMTZYIJINHFYJIFIRNSNXYWFYN[JXZUUTWYQNRNYNSLHFUFHNY^KTWNSYJWSFQHTTWINSFYNTSKTQQT\-up, and sustained departmental leadership.
&KZQQ-YNRJ)JUFWYRJSY&IRNSNXYWFYN[J&XXNXYFSYXJW[NSLYMJ)NWJHYTWFSIGTYMIN[NXNTSX\TZQIFIIWJXX YMNXLFUG^UWT[NINSLXMFWJIFIRNSNXYWFYN[JHFUFHNY^FHWTXXYMJ)JUFWYRJSY9MJUTXNYNTS\TZQINRUWT[J Council Agenda 9-29-2026 3.A-24
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 23
\TWPܫT\HTSXNXYJSH^ and continuityXYWJSLYMJSGFHPZUFSIHTSYNSZNY^FSIFQQT\RFSFLJRJSYFSI UWTKJXXNTSFQXYFKKYTKTHZXRTWJKZQQ^TSYMJNWUWNRFW^WJXUTSXNGNQNYNJX ADMIN PROFILE: RECOMMENDATIONS
AD1. Rebalance the Department Director’s role to prioritize internal departmental leadership, strategic INWJHYNTSFSINSYJWIJUFWYRJSYFQHTTWINSFYNTS\MNQJRFNSYFNSNSLFUUWTUWNFYJJ]YJWSFQXYFPJMTQIJW engagement.
AD2. 8YWJSLYMJSIJUFWYRJSYFQWJXNQNJSH^G^KTWRFQN_NSLHWTXX-YWFNSNSLFSIGFHPZUWJXUTSXNGNQNYNJXKTW HWNYNHFQKZSHYNTSXFSIXMNKYNSLWTZYNSJFIRNSNXYWFYN[JFHYN[NYNJXKWTRIN[NXNTSRFSFLJWXYT FUUWTUWNFYJXZUUTWYXYFKKFXHFUFHNY^FQQT\X
AD3. *XYFGQNXMFHTSXNXYJSYFUUWTFHMKTWRFSFLNSLXZGXYFSYNFQWJHZWWNSLJ[JSNSLFSI\JJPJSI TGQNLFYNTSXTKXFQFWNJIRFSFLJWXNSHQZINSL\TWPQTFIRTSNYTWNSLXHMJIZQJܫJ]NGNQNY^TWTYMJW RJHMFSNXRXHTSXNXYJSY\NYM(NY^UTQNH^
AD4. Expand Department-\NIJJ[JSYXYFܬSLUWFHYNHJXYMWTZLMHTTWINSFYJIZXJTKXJFXTSFQYJRUTWFW^ part-time, and cross-trained personnel to better distribute planning, event-IF^FSIFKYJW-hours \TWPQTFI
AD5. &IITSJKZQQ-time Department administrative support position to provide centralized FIRNSNXYWFYN[JWJHTWIXXHMJIZQNSLܪSFSHNFQ-processing, and operational support to the Department Director and both divisions.
5.2 CONFERENCE AND VISITORS BUREAU (CVB) DIVISION STAFFING The (TSKJWJSHJFSI;NXNYTWX'ZWJFZ
(;'9TZWNXR)N[NXNTS’s core mission is to strengthen Pismo Beach FXF[NXNYTWIJXYNSFYNTSYMWTZLMXYWFYJLNHRFWPJYNSL[NXNYTWXJW[NHJXIJXYNSFYNTSXYJ\FWIXMNUFSI partnerships that support the visitor economy and local community. National destination-management GJXYUWFHYNHJXJRUMFXN_JHTTWINSFYJIUQFSSNSLXYWTSLHTRRZSNY^FSI[NXNYTWJSLFLJRJSYJKKJHYN[J RFWPJYNSLFSIXJW[NHJIJQN[JW^FSIRJFXZWFGQJQTSL-term destination outcomes.
STAFFING CAPACITY, CORE FUNCTIONS, AND RESPONSIBILITIES The (;'9TZWNXR)N[NXNTSTUJWFYJXZSIJWFXYFܬSLRTIJQHTSXNXYNSLTKTSJIJINHFYJIKZQQ-time position (the Tourism Manager) and nine part-YNRJUTXNYNTSX
TSJ9TZWNXR&XXNXYFSYFSIJNLMY-TXYXThe
IN[NXNTS
XYTYFQGZILJYJIHFUFHNY^NX+9*X\NYM
TKYMFYHFUFHNY^KNQQJIG^UFWY-YNRJXYFKK While
the Department Director appropriately maintains an active role in tourism, the position is also designed to provide department-\NIJQJFIJWXMNUFSIFIRNSNXYWFYNTS7JFQQTHFYNSLXJQJHYJIYTZWNXR-XUJHNܪH WJXUTSXNGNQNYNJXYTYMJ(;')N[NXNTS\TZQIcreate more HFUFHNY^KTWGWTFIJWRFSFLJRJSYHTTWINSFYNTS FSIXYWFYJLNHT[JWXNLMY MT\J[JWit \ould WJVZNWJJNYMJWFIINYNTSFQ(;'XYFܬSLHFUFHNY^TWFWJIZHYNTSNS YMJYNRJJ]NXYNSLXYFKKIJ[TYJYTother KZSHYNTSX
Council Agenda 9-29-2026 3.A-25
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 24
The Tourism Manager MFXFXNLSNܪHFSY\TWPQTFIFXYMJXTQJIJINHFYJIKZQQ-time employee. This position administers 75 to 100 annual special event permits (representing over 82 active calendar event days), XJW[JXFXXJHWJYFW^KTWYMJ8UJHNFQ*[JSYX(TRRNYYJJRFSFLJX(MFURFS*XYFYJFLWJJRJSYXFSI coordinates JKKTWYXTKYMJUWNRFW^RFWPJYNSLFLJSH^9MNXUTXNYNTSFQXTUJWKTWRXHQJWNHFQWJXUTSXNGNQNYNJX including NS[TNHJUWTHJXXNSLFHHTZSYXUF^FGQJWJHJN[FGQJFSI1FXJWܪHMJFWHMN[NSL. To support these operations, the part-YNRJ9TZWNXR&XXNXYFSY
GZILJYJIZUYTMTZWXUJW\JJPUWT[NIJXgeneral support through scheduling, records, committee, payment, and event assistance. This shared approach provides SJHJXXFW^HT[JWFLJGZYFQXTIWF\XRFSFLJRJSYHFUFHNY^NSYTWTZYNSJFIRNSNXYWFYN[JFSIQTLNXYNHFQYFXPX (TRUQJRJSYNSLYMNXTܬHJXZUUTWYYMJJNLMYUFWY-YNRJ9TZWNXRFSI*[JSYX-TXYX XYWNHYQ^HFUUJIFY
MTZWXUJW\JJPXJW[JFXKWTSYQNSJFRGFXXFITWXKTW5NXRT'JFHM8YFYNTSJI^JFW-round at the mobile &NWXYWJFR;NXNYTW.SKTWRFYNTS(JSYJWTSYMJUNJWUQF_FYMJ^LWJJYLZJXYXWJXTQ[JNSVZNWNJXand distribute TܬHNFQ[NXNYTWLZNIJX'J^TSI[NXNYTWXJW[NHJXMTXYXRFNSYFNSHZWWJSYIJXYNSFYNTSPST\QJILJFSIUWT[NIJ event-related outreach, logistics, and on-XNYJXZUUTWYKTWRFOTWYTZWNXRFHYN[NYNJX 9MJ(;')N[NXNTSRFSFLJXFRJFSNSLKZQ[TQZRJTK[NXNYTW-XJW[NHJFSIJ[JSYFHYN[NY^;NXNYTW.SKTWRFYNTS (JSYJWFHYN[NY^NSHWJFXJIKWTR
[NXNYTWXNSYT
NS\NYM
[NXNYTWXWJHTWIJI
IZWNSLYMJܪWXYXN]RTSYMXTKThis XNLSNܪHFSYNSHWJFXJQNPJQ^WJXZQYJIKWTRa restaurant being moved TKKYMJUNJWFYYMJJSITKQFXY^JFW\MNHMRFIJYMJ;NXNYTW(JSYJW &NWXYWJFRXYFSIFQTSJ and HQFWNܪJIYMJ
KZSHYNTSFSIXJW[NHJX KTW[NXNYTWX5WNTWYTYMNXHMFSLJYMJWJ\FXHTSKZXNTSFGTZY\MJYMJWYMJ&NWXYWJFR \FXUFWYTKYMJWJXYFZWFSY ,N[JSYMJ;NXNYTW.SKTWRFYNTS(JSYJWѣXXYWTSLZYNQN_FYNTS-TXYUTXNYNTSXXMTZQI WJRFNSUWNRFWNQ^KTHZXJITS[NXNYTW-KFHNSLMTXUNYFQNY^FSIHZXYTRJWXJW[NHJ -TXYUTXNYNTSXFWJQNRNYJIYT
MTZWXUJW\JJP<MNQJYMJNWUFWYNHNUFYNTSFYJ[JSYXHFSFII[FQZJFX HTRRZSNY^FRGFXXFITWXWTZYNSJXJYZUFSIGWJFPIT\SWJXUTSXNGNQNYNJXFWJQJXXFQNLSJI\NYMYMJ positions’ primary service role and physical expectations. WMJWJKJFXNGQJYMJXJKZSHYNTSXXMTZQIGJ XZUUTWYJIYMWTZLMHTSYWFHYJIXJW[NHJX[TQZSYJJWXTWHTTWINSFYJI5ZGQNH<TWPXFXXNXYFSHJ\MNQJ F[TNINSLT[JWWJQNFSHJTS5ZGQNH<TWPXLN[JSNYXT\SHFUFHNY^HTSXYWFNSYX9MNXFUUWTFHM\TZQIUWJXJW[J -TXYF[FNQFGNQNY^KTW[NXNYTW-KFHNSLXJW[NHJX\MNQJGJYYJWINXYWNGZYNSLJ[JSY-WJQFYJI\TWPQTFI
EVENT-RELATED STAFFING DEMAND
9MJ(TSKJWJSHJFSI;NXNYTWX'ZWJFZ
(;')N[NXNTSIJ[TYJXHTSXNIJWFGQJXYFKKHFUFHNY^YTUQFSSNSL permitting, and delivering tourism-WJQFYJIJ[JSYX8YFKKINWJHYQ^HTTWINSFYJRFOTW(NY^-sponsored events including YMJYMTK/ZQ^+NWJ\TWPXFSI(JQJGWFYNTS(QFR+JXYN[FQFSI2FWHMNSL'FSI7J[NJ\\MNQJFQXT FIRNSNXYJWNSL(NY^WJVZNWJRJSYXKTWJ]YJWSFQQ^UWTIZHJIJ[JSYXQNPJ YMJ(QFXXNH(FW8MT\9MJIN[NXNTS FQXTRFSFLJXYMJ(NY^ѣX8UJHNFQ*[JSY&UUQNHFYNTS5WTHJXX\NYMYMJ9TZWNXR2FSFLJWWJ[NJ\NSLUJWRNYX NSXZWFSHJFSITYMJWHTRUQNFSHJITHZRJSYFYNTS)ZWNSLRFOTWJ[JSYXUFWY-time Tourism Assistants and -TXYXXMNKYKWTR visitor-service duties to support vendor coordination, guest assistance, and event setup FSIGWJFPIT\S The CVB also coordinates event promotion \NYMYMJ(NY^ѣXRFWPJYNSLHTSYWFHYTW, TJA Advertising.
Council Agenda 9-29-2026 3.A-26
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 25
9MJKTQQT\NSLHMFWYXZRRFWN_JXYMJTUJWFYNTSFQNRUFHYTKRFOTWFSSZFQJ[JSYX 9MJXJSZRGJWXFWJXYFKK JXYNRFYJXFSIITSѣYNSHQZIJYNRJXUJSYTS8UJHNFQ*[JSYXWJ[NJ\TWTSHTTWINSFYNSLFSIRFSFLNSL HTSYWFHYXKTWTYMJWJ[JSYXSTYINWJHYQ^UWT[NIJIYMWTZLMYMJ(;' Event Month Event Hrs Pre/Post Event
Hrs Total Hrs
YMTK/ZQ^+NWJ\TWPX
Celebration Jul 94.0 660 754
2FWHMNSL'FSI7J[NJ\ Nov 80.0 216 296
Pismo Beach Clam Festival Oct 112 650 762
One-Time Events (i.e. 75th
Anniversary or Pier Centennial) Varies 56 325 381
Totals 342 1,851 2,193
The CVB dedicates approximately 2,193 XYFKKMTZWXFSSZFQQ^YTCVB event-WJQFYJIFHYN[NYNJXJVZN[FQJSYYT about 1.1 FTE based on a 2,010-hour annual FTE standard TW TKYTYFQXYFKKMTZWX. Although total
J[JSYMTZWXFUUJFWWJQFYN[JQ^J[JSQ^INXYWNGZYJIFHWTXXYMJYMWJJUTXNYNTSLWTZUXYMJ\TWPQTFIGJHTRJX RZHMRTWJHTSHJSYWFYJI\MJSXYFܬSLQJ[JQXFWJHTSXNIJWJI
EVENT STAFF ALLOCATED HOURS
Position Annual Event
Hours Share of Hours Annual Hours Per
Position
Tourism Manager 743 33.9% 743
Tourism Assistant (part-time) 741 33.8% 741
9TZWNXR
*[JSYX-TXY
UFWY-time) 709 32.3% 88.6
9TLJYMJWYMJ9TZWNXR2FSFLJWFSI&XXNXYFSYFHHTZSYKTW484 hours, or nearly 68 TKFQQJ[JSY-related
MTZWXIJXUNYJWJUWJXJSYNSLTSQ^Y\TTKYMJYJSUTXNYNTSXHTSYWNGZYNSLYTJ[JSYXZUUTWY9MNXHTSHJSYWFYNTS NRUFHYXNSIN[NIZFQ\TWPQTFIFSITWLFSN_FYNTSFQWJXNQNJSH^
VOLUNTEER AND CROSS-DIVISIONAL CAPACITY
9MJ(;'KFHJXFRTWJQNRNYJI[TQZSYJJWUTTQFXJ]YJWSFQQ^KTHZXJIYTZWNXRJ[JSYXMF[JMNXYTWNHFQQ^ generated less sustained local volunteer interest than resident-oriented recreation programs. Recreation, by contrast, has demonstrated stronger success in WJHWZNYNSLFSIHTTWINSFYNSL[TQZSYJJWXKTWHTRRZSNY^ J[JSYXHWJFYNSLFSTUUTWYZSNY^YTXMFWJUWFHYNHJXSJY\TWPXFSIJ[JSY-support strategies across the )JUFWYRJSY'JHFZXJYMJXJHTTWINSFYNTSRJHMFSNXRXFWJSTY^JYKTWRFQN_JIGTYMIN[NXNTSXMF[JFS oppoWYZSNY^YTJ]UFSIRZYZFQXZUUTWYIZWNSLXJFXTSFQ\TWPQTFIUJFPXYMWTZLMFXYWZHYZWJI[TQZSYJJW UWTLWFR\NYMIJܪSJIWTQJXFSIWJHWZNYRJSYFSIWJYJSYNTSUWFHYNHJX9MNXFUUWTFHM\TZQIGWTFIJS F[FNQFGQJJ[JSYHFUFHNY^FSIMJQUWJIZHJYMJ\TWPQTFIHTSHJSYWFYNon.
Council Agenda 9-29-2026 3.A-27
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 26
SPECIAL EVENTS COMMITTEE (SEC)
9MJ8UJHNFQ*[JSYX(TRRNYYJJ
8*(J]UJWNJSHJXNYXMNLMJXYUJWRNYYNSL\TWPQTFIIZWNSLYMJܪWXYMFQKTK YMJ^JFWHTNSHNINSL\NYM8UWNSL'WJFPFSIYMJUJFPXZRRJWYTZWNXRXJFXTS9TFHHTRRTIFYJYMNX XJFXTSFQNSܫZ]YMJIN[NXNTSX^XYJRFYNHFQQ^NSHWJFXJXXYFܬSLQJ[JQXFYYMJ;NXNYTW.SKTWRFYNTS(JSYJWYT RFSFLJWNXNSLLZJXYNSVZNWNJX*[JSYTUJWFYNTSXIJRFSIFHTSYNSZTZXH^HQJTKUQFSSNSLXJYZU GWJFPIT\SFSIHQJFSZU)ZWNSLYMJXZRRJWYTZWNXRXJFXTSYMNXFIRNSNXYWFYN[J\TWPQTFIWZSX HTSHZWWJSYQ^\NYMYMJRFOTWQTLNXYNHFQUQFSSNSLKTWGTYMYMJ(QFR+JXYN[FQFSIYMJWJLNTSFQ2FWHMNSL'FSI 7J[NJ\8YFKKMTZWFQQTHFYNTSX[FW^IJUJSINSLTSYMJXUJHNܪHXHFQJFSIXHTUJTKJFHMJ[JSY<MNQJ smaller-XHFQJFHYN[FYNTSXWJVZNWJQJXXYNRJRFOTWRNQJXYTSJJ[JSYX—such as the 75th Anniversary or the Pier Centennial—WJVZNWJZXJTKIJUFWYRJSY-\NIJXYFܬSLKTWXJYZUHTTWINSFYNTSFSIHQJFSZU\NYMFS NRUFHYHTRUFWFGQJYTYMJ(QFR+JXYN[FQ9TZWNXR)N[NXNTSXYFKKFQXTXZUUTWYYMJFSSZFQ(QFXXNH(FW8MT\ dedicating 87 hTZWXTKXYFKKYNRJYTHTTWINSFYJGFHP-JSIJQJRJSYXTKYMNXܫFLXMNUJ[JSY
CONTRACTORS AND OTHER EXTERNAL RESOURCES
9MJ(;')N[NXNTSZXJXFHTSYWFHYJIRFWPJYNSLRTIJQHJSYJWJITSFܪ[J-^JFW RNQQNTSFSSZFQ
FLWJJRJSYHT[JWNSLRJINFUZGQNHWJQFYNTSX\JGXNYJXTHNFQRJINFFSIINLNYFQHFRUFNLSX9MNXFUUWTFHM LN[JXYMJ(NY^FHHJXXYTXUJHNFQN_JIJ]UJWYNXJ\NYMTZYRFNSYFNSNSLYMTXJYJHMSNHFQKZSHYNTSXNS-house, but NYXYNQQWJVZNWJXTSLTNSLXYFKKHFUFHNY^KTWHTSYWFHYT[JWXNLMYNS[TNHJUWTHJXXNSLGTFWIXZUUTWYFSI agency-related event coordination. Specialized services should remain contracted, providing access to YTTQXWJXTZWHJXFSIJ]UJWYNXJYMFYFWJSѣYKJFXNGQJYTUWT[NIJNSYJWSFQQ^KWTRFHTXYTWQFGTWXYFSIUTNSY 9MJ(NY^XMTZQIJXYFGQNXMIJINHFYJIKZSINSLFSIFWJFINQ^F[FNQFGQJUTTQTKVZFQNܪJIJ[JSY-support HTSYWFHYTWXYMFYHFSGJIJUQT^JIFXSJJIJIKTW XJYZUGWJFPIT\SFSITYMJWQFGTW-intensive logistics. This FUUWTFHM\TZQIUWT[NIJܫJ]NGQJXZWLJHFUFHNY^IZWNSLUJFPUJWNTIXMJQUܪQQXMTWY-YJWRXYFܬSLLFUXFSI FQQT\HTWJ(NY^XYFKKYTWJRFNSKTHZXJITSKZSHYNTSXYMFYWJVZNWJRZSNHNUFQPST\QJILJ
STAFFING ASSESSMENT AND RECOMMENDATIONS
9MJ(;'9TZWNXR)N[NXNTSMFXRFNSYFNSJIFXYWTSLQJ[JQTKXJW[NHJGZYNYXXYFܬSLRTIJQQJF[JXQNRNYJI HFUFHNY^IZWNSLUJFPYTZWNXRUJWNTIXRFOTWJ[JSYXFSIMTQNIF^XJFXTSX<NYMTSQ^TSJKZQQ-time JRUQT^JJYMJ9TZWNXR2FSFLJWHFWWNJXFGWTFIRN]TKXtrategic, administrative, permitting, and event- WJQFYJIWJXUTSXNGNQNYNJX\MNQJYMJ)JUFWYRJSY)NWJHYTWFQXTUWT[NIJXMFSIX-on support. This structure HTSHJSYWFYJXNSXYNYZYNTSFQPST\QJILJFSITUJWFYNTSFQWJXUTSXNGNQNY^NSFXRFQQSZRGJWTKUTXNYNTSXFSI reIZHJXܫJ]NGNQNY^\MJS\TWPQTFIs NSHWJFXJTWPJ^XYFKKare unavailable. 9MJ9TZWNXR2FSFLJWѣX\TWPQTFINXFKKJHYJIG^YMJYNRJIJ[TYJIYTWTZYNSJFIRNSNXYWFYN[JFSI YWFSXFHYNTSFQKZSHYNTSX\MNHMWJIZHJXHFUFHNY^KTWINWJHYQJFIJWXMNUTKtourism engagement. While these XZUUTWYFHYN[NYNJXFWJSJHJXXFW^YMJ)N[NXNTS\TZQIGJSJܪYKWTRLWJFYJWRFSFLJRJSYFYYJSYNTSYT tourism-XUJHNܪHUWNTWNYNJXXZHMFXNSIZXYW^JSLFLJRJSYIJXYNSFYNTSXYWFYJL^RFWPJYUJWKTWRFSHJ partnership development, and KZWYMJWNS[TQ[JRJSY\NYMYMJ(NY^ѣXHTSYWFHYJIRFWPJYNSLUWTLWFR .SHWJFXNSLINWJHYNS[TQ[JRJSYNSYMJXJKZSHYNTSX\TZQIXYWJSLYMJSYMJ(NY^ѣXFGNQNY^YTXMFUJYTZWNXR FHYN[NY^UWTFHYN[JQ^J[FQZFYJWJYZWSTSNS[JXYRJSYWJXUTSIYTRFWPJYHTSINYNTSXFSIJSXZWJYMFY HTSYWFHYJIJKKTWYXWJRFNSHQTXJQ^FQNLSJI\NYMQTHFQJHTSTRNHFSIHTRRZSNY^LTFQX Council Agenda 9-29-2026 3.A-28
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 27
9MJRTXYINWJHYXYFܬSLNRUWT[JRJSYNXYTHTS[JWYYMJJ]NXYNSL-hour Tourism Assistant position to a KZQQ-YNRJWTQJ&IINSLMTZWXUJW\JJP\TZQIJXYFGQNXMFXJHTSIKZQQ-YNRJUTXNYNTS\NYMNSYMJIN[NXNTS FSIUWT[NIJRTWJHTSXNXYJSYHFUFHNY^KTWFIRNSNXYWFYN[JUWTHJXXNSLGTFWIXZUUTWYܪSFSHNFQHTTWINSFYNTS FSITUJWFYNTSFQGFHPZU&XXNLSNSLWJHZWWNSLFIRNSNXYWFYN[JKZSHYNTSXYTYMNXUTXNYNTS\TZQIFQXTFQQT\YMJ 9TZWNXR2FSFLJWYTKTHZXRTWJHTSXNXYJSYQ^TSXYWFYJLNHYTZWNXRFSIJHTSTRNH-development responsibilities.
8YFܬSLHMFSLJXXMTZQIGJFHHTRUFSNJIG^FGWTFIJWWJFQNLSRJSYTKJ[JSYWJXUTSXNGNQNYNJX(;'XYFKK should remain actively involved in event planning, coordination, and oversight, but routine physical setup, GWJFPIT\SFSITYMJWQFGTW-intensive logistics should increasingly be supported through other appropriate resources.
The City XMTZQIXYWJFRQNSJYMJ8UJHNFQ*[JSYX(TRRNYYJJ 8*(WJ[NJ\UWTHJXXG^RFYHMNSLYMJQJ[JQTK
WJ[NJ\YTJFHMJ[JSYѣXHTRUQJ]NY^FSIWNXP&YNJWJIRTIJQ\TZQIFQQT\WTZYNSJQT\JW-impact events to RT[JYMWTZLMFXNRUQNܪJIFIRNSNXYWFYN[JUFYM\F^\MNQJQFWLJWTWRTWJHTRUQJ]J[JSYX\TZQIHTSYNSZJ YMWTZLMKZQQNSYJWIJUFWYRJSYFQWJ[NJ\1TSL'JFHM, CA ZXJXFXNRNQFWYNJWJIXYWZHYZWJ\NYMWJVZNWJRJSYX increasing based on event characteristics and operational impacts. For Pismo Beach, this approach— XZUUTWYJIG^XYFSIFWIN_JIINLNYFQFUUQNHFYNTSXHQJFWNSXZWFSHJWJVZNWJRJSYXFUUQNHFSYHMJHPQNXYXFSI deܪSJIYNRJQNSJX—\TZQINRUWT[JHTSXNXYJSH^WJIZHJWJUJYNYN[JXYFKKKTQQT\-ZUFSIKTHZXIJUFWYRJSYFQ WJ[NJ\TSJ[JSYX\NYMYMJLWJFYJXYXFKJY^XJW[NHJFSIHTRRZSNY^NRUFHYX The department should also periodically evaluate J[JSYKJJXFSIFUUWT[FQHWNYJWNFYTJSXZWJRZSNHNUFQ resources align \NYMHTRRZSNY^GJSJܪYXYFܬSLHFUFHNY^FSIXJW[NHJNRUFHYX3J\FSIWJHZWWNSLJ[JSYX XMTZQIGJHTSXNIJWJINSYMJHTSYJ]YTKF[FNQFGQJXYFKKWJXTZWHJXFSIJ]NXYNSLJ[JSYHTRRNYRJSYXGJKTWJ adding more \TWPQTFI9TLJYMJWYMJXJHMFSLJX\TZQIXYWJSLYMJSHTSYNSZNY^NRUWT[JZXJTKUWTKJXXNTSFQ XYFKKHFUFHNY^FSIFQQT\YMJ)N[NXNTSYTRFNSYFNSNYXJ[JSYFSI[NXNYTW-XJW[NHJWJXUTSXNGNQNYNJX\MNQJUQFHNSL LWJFYJWKTHZXTSIJXYNSFYNTSRFSFLJRJSYFSIYTZWNXRXYWFYJL^.
CVB STAFFING ASSESSMENT: FINDINGS AND RECOMMENDATIONS
CS1. RealigSYMJOTGIJXHWNUYNTSXTKYMJ9TZWNXR2FSFLJWFSI9TZWNXR&XXNXYFSYYTUWNTWNYN_JXYWFYJLNH tourism advocacy, out-TK-RFWPJYUWTRTYNTSFSIINWJHYQTILNSL-industry relationships over local event logistics.
CS2. +TWRFQN_JYMJZXJTKUWN[FYJJ[JSY-XJW[NHJUWT[NIJWXNSHQZINSLJXYFGQNXMNSLFUWJVZFQNܪJIUTTQTW on-HFQQWJYFNSJWTKHTSYWFHYTWXYTUWT[NIJUM^XNHFQXJYZUGWJFPIT\SFSITYMJWQFGTW-intensive XZUUTWYKTWRFOTWHTRRZSNY^J[JSYXFXSJJIJIWJIZHNSLWJQNFSHJTSRZSNHNUFQXYFKKKTWYMJXJ KZSHYNTSX
CS3. .RUQJRJSYFYNJWJIM^GWNIUJWRNYYNSLUWTHJXXYMFYFQQT\XQT\-WNXPFUUQNHFYNTSXYTGJFUUWT[JI FIRNSNXYWFYN[JQ^WJXJW[NSLYMJKZQQNSYJWIJUFWYRJSYFQHTRRNYYJJWJ[NJ\XYWNHYQ^KTWHTRUQJ]MNLM- exposure events.
CS4. Update the City’s RFXYJWKJJXHMJIZQJYTJSXZWJYMFYXUJHNFQJ[JSYUJWRNYYNSLFSITUJWFYNTSFQKJJX KTWFQQSTS-city-JSITWXJIJ[JSYXWJܫJHYKZQQRZSNHNUFQHTXY-recovery.
Council Agenda 9-29-2026 3.A-29
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 28
CS5. Convert the part-YNRJ9TZWNXR&XXNXYFSYYTFUJWRFSJSYKZQQ-time (40-hour) position and UJWRFSJSYQ^FXXNLSFHHTZSYXUF^FGQJWJHJN[FGQJFHHTZSYWJHTSHNQNFYNTSFSIGTFWIFLJSIF preparation.
CS6. *XYFGQNXMFKTWRFQ[TQZSYJJWHTTWINSFYNTSUWTLWFR&IIWJXXIJܪSJIWTQJXWJHWZNYRJSYUNUJQNSJX and retention practices.
5.3 RECREATION DIVISION STAFFING
STAFFING CAPACITY, CORE FUNCTIONS, AND RESPONSIBILITIES The Recreation Division’s mission is to provide accessible, high-VZFQNY^UWTLWFRXXJW[NHJXKFHNQNYNJXFSI HTRRZSNY^J]UJWNJSHJXYMFYXZUUTWYWJXNIJSYXѣVZFQNY^TKQNKJ7JHWJFYNTSNXFQXTTSJTKYMJRTXY customer-KTHZXJIFWJFXTKRZSNHNUFQLT[JWSRJSYHTSXNXYJSY\NYM375&GJXYUWFHYNHJXJRUMFXN_NSL responsive service, community relationships, public accountability, and continuous improvement. 9MJ)N[NXNTSTUJWFYJX\NYMY\TKZQQ-time positions, the Recreation Manager and Recreation Coordinator, and nine part-time positions. This provides FYTYFQGZILJYJIHFUFHNY^TKFUUWT]NRFYJQ^+9*\NYM
TKYMFYHFUFHNY^UWT[NIJIYMWTZLMUFWY-YNRJXYFKK.SUWFHYNHJYMJ)N[NXNTSMFXTUJWFYJI\NYMFMNLMIJLWJJ TKIF^-to-IF^FZYTSTR^\MNQJYMJKZQQ-YNRJJRUQT^JJXRFSFLJFGWTFIWFSLJTKTUJWFYNTSFQFSI administrative responsibilities. )N[NXNTSJKKTWYX include more than 2,600 annual registrations, 38 contracted instructors,
HQFXXXJXXNTSXXZRRJWHFRUXXJW[NSLRTWJYMFSHMNQIWJSUJW\JJPT[JW
KFHNQNY^WJSYFQXFYMQJYNHܪJQIGTTPNSLXFSIXYFKKXZUUTWYKTWYMJ5FWPX7JHWJFYNTS 'JFZYNܪHFYNTS
Commission. Part-YNRJXYFKKUWT[NIJs NRUTWYFSYXZUUTWYFHWTXXKFHNQNY^WJSYFQXHQFXXUWTLWFRRNSL camps, customer service, publications, and event operations.
The Division also supports event-WJQFYJITUJWFYNTSX<MNQJYMJ(;'9TZWNXR)N[NXNTSFIRNSNXYJWXYMJ (NY^\NIJ8UJHNFQ*[JSY&UUQNHFYNTSUWTHJXX7JHWJFYNTSRFSFLJXKFHNQNY^-WJQFYJIWJXUTSXNGNQNYNJXKTW
TKYMJFSSZFQXUJHNFQJ[JSYX7JHWJFYNTSFQXTT[JWXJJXXHMJIZQNSLKTWYMJ(NY^ѣXGJFHM[TQQJ^GFQQHTZWYX FSIYMWJJGFXJGFQQܪJQIX
STAFF TIME AND WORKLOAD ALLOCATION
TMJ7JHWJFYNTS2FSFLJWFSI7JHWJFYNTS(TTWINSFYTWFGXTWGFXZGXYFSYNFQFRTZSYTKWTZYNSJ FIRNSNXYWFYN[J\TWPNSFIINYNTSYTYMJNWRFSFLJRJSYFSIUWTLWFRWJXUTSXNGNQNYNJXThese positions handle FHHTZSYXUF^FGQJFSIWJHJN[FGQJUWTHJXXNSL1FXJWܪHMJWJHTWIXRFSFLJRJSYHZXYTRJWWJLNXYWFYNTS assistance, contract administration, and related documentation\MNHM comprise about TKYMJNW
available time. <MNQJYMJXJKZSHYNTSXFWJJXXJSYNFQYMJ^WJIZHJYMJYNRJF[FNQFGQJKTWXZUJW[NXNTSUWTLWFR UQFSSNSLXYFKKIJ[JQTURJSYXJW[NHJNRUWT[JRJSYFSITYMJWRFSFLJRJSYWJXUTSXNGNQNYNJX Administrative demands also include a broad year-WTZSITUJWFYNTSFQUTWYKTQNT7JHWJFYNTSRFSFLJXFMNLM [TQZRJTKUWTLWFRXFSIHQFXXXJXXNTSXYMWTZLMTZYYMJ^JFW)ZWNSLUJFPUWTLWFRRNSLFSIJ[JSY periods, part-YNRJMTZWQNRNYXWJIZHJYMJ)N[NXNTSѣXFGNQNY^YTXMNKYFIINYNTSFQ\TWPYTMTZWQ^XYFKK UFWYNHZQFWQ^KTWJ[JSNSL\JJPJSIXJYZUFSIGWJFPIT\SSJJIs. TMJ7JHWJFYNTS2FSFLJWTKYJSFGXTWGX these responsibilities in addition to regular supervisory, planning, and administrative duties. Over time, Council Agenda 9-29-2026 3.A-30
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 29
YMNXXZXYFNSJIHTRGNSFYNTSTKTUJWFYNTSFQFSIRFSFLJRJSYIJRFSIXHFSHTSYWNGZYJYTXYFKKKFYNLZJFSI GZWSTZY\MNQJWJIZHNSLHFUFHNY^KTWUWTLWFRIJ[JQTURJSYXYFKKT[JWXNLMYFSITYMJWKZSHYNTSXSJHJXXFW^ YTRFNSYFNSXJW[NHJVZFQNY^
DIVISION CAPACITY & WORKFORCE RESILIENCY
9MJ)N[NXNTSѣXXYFܬSLRTIJQUWT[NIJXGWTFIUWTLWFRFSIXJW[NHJHT[JWFLJGZYF[FNQFGQJHFUFHNY^NX HTSHJSYWFYJIFRTSLFWJQFYN[JQ^XRFQQSZRGJWTKKZQQ-time and specialized part-time employees. Several HTWJKZSHYNTSXIJUJSIMJF[NQ^TSNSIN[NIZFQXYFKKPST\QJILJFSIF[FNQFGNQNY^\MNHMQNRNYs ܫJ]NGNQNY^\MJS \TWPQTFINSHWJFXJXJRUQT^JJXFWJFGXJSYTW[FHFSHNJXTHHZW9MNXNXUFWYNHZQFWQ^WJQJ[FSYKTWYMJ 7JHWJFYNTS2FSFLJWUTXNYNTS\MJWJWJXUTSXNGNQNYNJXXUFSUWTLWFRRNSLXYFܬSLJ[JSYXHTRRZSNY^ relationships, and Commission support.
The Division’s most immediate capacity challenge is ensuring the day-to-day administrative and TUJWFYNTSFQ\TWPSJJIJIYTXZUUTWYWJHWJFYNTSUWTLWFRXNXHTRUQJYJIHTSXNXYJSYQ^\NYMTZYIWF\NSL INXUWTUTWYNTSFYJYNRJKWTRHTWJRFSFLJRJSYKZSHYNTSX9MJXJWJHurring responsibilities support program IJQN[JW^KFHNQNY^ZXJHZXYTRJWXJW[NHJXHMJIZQNSLFSIJ[JSYXZUUTWYRFPNSLWJQNFGQJHT[JWFLJJXXJSYNFQ YTT[JWFQQ)N[NXNTSUJWKTWRFSHJ8YWJSLYMJSNSLGFHPZUFXXNLSRJSYX\WNYYJSUWTHJIZWJXFSIHWTXX- YWFNSNSL\TZQIMJQUINXYWNGZYJYMNX\TWPQTFIRTWJHTSXNXYJSYQ^FSIWJIZHJINXWZUYNTS\MJSXYFKKNXFGXJSY UTXNYNTSXFWJ[FHFSYTWWJXUTSXNGNQNYNJXXMNKY
EVENT-RELATED STAFFING DEMAND
9MJ7JHWJFYNTS)N[NXNTSHFWWNJXXNLSNܪHFSY^JFW-WTZSIWJXUTSXNGNQNY^KTWUQFSSNSLHTTWINSFYNSLFSI IJQN[JWNSLHTRRZSNY^J[JSYXFSIUWTLWFRX*[JSYIJRFSINXHTSHJSYWFYJIIZWNSLUJFPUJWNTIXGZY LJSJWFYJX\TWPQTFIyear-roundKWTRFI[FSHJUQFSSNSLFSIHTTWINSFYNTSYMWTZLMJ[JSYJ]JHZYNTSFSI post-J[JSYKTQQT\-ZU9MJXJWJXUTSXNGNQNYNJXTHHZWNSFIINYNTSYTWTZYNSJUWTLWFRRNSLKFHNQNY^WJLNXYWFYNTS FSIFIRNSNXYWFYN[JKZSHYNTSX
RECREATION EVENT SUPPORT AND STAFFING HOURS
Event Month(s) Event Hrs Overtime/Comp
Time
Pumpkins in the Park Oct 495 10
Holiday Harmony Dec 260 20
Egg-Stravaganza Mar–Apr 400 10
5FHNܪH'WJJ_J(TSHJWYX May–Jul 297 –
Father-Daughter Dance Feb 355 12
Stride with The Tide 5K Run Jul–Aug 150 4
Neighborhood Event (5) May–Oct 225 –
Movies in the Park Sept 135 –
Senior Dance (12) Jan–Dec 529 –
Council Agenda 9-29-2026 3.A-31
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 30
Event Month(s) Event Hrs Overtime/Comp
Time
Volleyball Tournaments (5) May–Aug 230 –
Totals 3,076 56
9MJJ[JSYFSIUWTLWFRHFYJLTWNJXWJ[NJ\JI above FHHTZSYKTWFUUWT]NRFYJQ^ FSSZFQXYFKKMTZWX
JVZN[FQJSYYTFUUWT]NRFYJQ^+9*9MNX\TWPQTFINXHTSHJSYWFYJIFRTSLFWJQFYN[JQ^XRFQQSZRGJWTK core employees. The Recreation Manager and Recreation Coordinator individually devote approximately
FSI
MTZWXFSSZFQQ^YTJ[JSYXWJUWJXJSYNSLFUUWT]NRFYJQ^ FSI
TKFKZQQ-time annual
\TWPQTFIWJXUJHYN[JQ^9TLJYMJW\NYMYMJUFWY-time Lead Recreation Coordinator, these three single- NSHZRGJSYUTXNYNTSXFHHTZSYKTWFUUWT]NRFYJQ^
TKYMJJ[JSY\TWPQTFIWJ[NJ\JI
EVENT STAFF ALLOCATED HOURS
Position Annual Event
-TZWX 8MFWJTK-TZWX &SSZFQ-TZWX
Per Position
7JHWJFYNTS2FSFLJW
KZQQ-time) 730 23.7% 730
7JHWJFYNTS(TTWINSFYTW
KZQQ-time) 755 24.5% 755
Recreation Assistant (4 part-time) 864 28.1% 216
Lead Recreation Coordinator (part-time) 490 15.9% 490
Volleyball Coordinator (part-time) 120 3.9% 120
Recreation Services Coordinator (part-
time) 117 3.8% 117
Facility Attendant (2 part-time) N/A N/A N/A
7JHWJFYNTSѣXJ[JSY\TWPQTFINXHTSHJSYWFYJIFRTSLFXRFQQSZRGJWTKHTWJUTXNYNTSX&QYMTZLM 7JHWJFYNTS&XXNXYFSYXFHHTZSYKTWYMJQFWLJXYFLLWJLFYJXMFWJYMJNWMTZWXFWJINXYWNGZYJIFRTSLKTZW employees at approximately 216 hours per person. By comparison, the Recreation Coordinator and 7JHWJFYNTS2FSFLJWNSIN[NIZFQQ^IJ[TYJ
FSI
MTZWXTWFUUWT]NRFYJQ^
FSI
TKFKZQQ-time
FSSZFQ\TWPQTFIYTJ[JSYXFQTSJ*[JSYIJRFSIXFWJXZXYFNSJIYMWTZLMTZYYMJ^JFW\NYMYMJ8JSNTW )FSHJXJWNJX5ZRUPNSXNSYMJ5FWP*LL-Stravaganza, and Father-)FZLMYJW)FSHJFHHTZSYNSLKTW FUUWT]NRFYJQ^
TKYTYFQJ[JSYMTZWX8J[JWFQTHHZWFXWJHZWWNSLXJWNJXHWJFYNSLFSTSLTNSLIWF\TS HTWJXYFKK
9MJ[TQQJ^GFQQYTZWSFRJSYXJWNJXUWT[NIJXFZXJKZQFQYJWSFYN[JXYFܬSLRTIJQ\NYMFIJINHFYJIUFWY-time HTTWINSFYTWFXXZRNSLFXZGXYFSYNFQXMFWJTKYMJ\TWPQTFIFSIWJIZHNSLWJQNFSHJTSYMJ7JHWJFYNTS Manager and Recreation Coordinator. Applying a similar program-lead approach to other high-\TWPQTFI events, supported by Facility Attendants and other appropriate personnel, could better distribute recurring WJXUTSXNGNQNYNJX9MJ)N[NXNTSXMTZQIUFNWYMNXFUUWTFHM\NYMFHTSXNXYJSYRJYMTIKTWRFSFLNSLJ[JSNSg FSI\JJPJSITGQNLFYNTSXTKXFQFWNJIXYFKKNSHQZINSL\TWPQTFIRTSNYTWNSLXHMJIZQJFIOZXYRJSYX administrative leave, or other City-approved mechanisms that support long-term sustainability.
Council Agenda 9-29-2026 3.A-32
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 31
The current FUUWTFHMHWJFYJXFHTSYNSZTZXIWF\TSYMJXFRJHTWJXYFKK.KYMJ(NY^NSYJSIXJ[JSYXYT WJRFNSFRFOTWXJW[NHJUWNTWNY^YMFYFQQTHFYNTSTKHFUFHNY^RF^GJFUUWTUWNFYJ MT\J[JWNYXMTZQIGJ WJHTLSN_JIFXFIJQNGJWFYJYWFIJTKK9NRJIJ[TYJIYTJ[JSYUQFSSNSLFSIIJQN[JW^INWJHYQ^HTRUJYJX\NYM YMJXYFKKHFUFHNY^F[FNQFGQJYTXZXYFNSJ[FQZFYJFSINRUWT[J^JFW-WTZSIWJHWJFYNTSUWTLWFRXRFPNSLNY NRUTWYFSYYTFQNLSJ[JSYHTRRNYRJSYX\NYMGWTFIJW7JHWJFYNTSXJW[NHJUWNTWNYNJX
CONTRACTED RESOURCES AND STAFFING CAPACITY
9MJ7JHWJFYNTS)N[NXNTSZXJX
NSIJUJSIJSYHTSYWFHYNSXYWZHYTWXYTIJQN[JWRZHMTKNYX^JFW-round programming. Through a revenue-XMFWNSLRTIJQYMJ(NY^HTQQJHYXWJLNXYWFYNTSKJJXNS&(9.;*FSIUF^X NSXYWZHYTWXFUJWHJSYFLJTKUWTLWFRWJ[JSZJ9MNXFUUWTFch gives the Division access to specialized J]UJWYNXJ\MNQJF[TNINSLYMJHTXYTKRFNSYFNSNSLYMTXJNSXYWZHYNTSFQKZSHYNTSXFXUJWRFSJSY(NY^ positions.
9MJRTIJQNXJKKJHYN[JGZYNYXYNQQHWJFYJXFXZGXYFSYNFQFIRNSNXYWFYN[J\TWPQTFIKTW(NY^XYFKK9MJ Recreation Manager and Recreation Coordinator handle contract administration, instructor onboarding, registration support, schedule management, and payment processing. Because these KZSHYNTSs QFHP dedicated administrative support, UWTKJXXNTSFQXYFKKIJ[TYJFRJFSNSLKZQXMFWJTKtheir time to recurring YWFSXFHYNTSFQ\TWPWFYMJWYMFSUWTLWFRRFSFLJRJSYFSIXZUJW[NXNTS The Division also handles contract administration largely on its T\n. Instructor agreements and related insurance documentation are maintained manually, limiting centralized visibility and placing responsibility KTWRTSNYTWNSLHTRUQNFSHJTS7JHWJFYNTSXYFKKEnsuring these agreements have FRTWJKTWRFQ(NY^\NIJ HTSYWFHYFSIWNXP-management processNSHQZINSLUWT[NINSLYMJXJYT7NXP2FSFLJRJSY \TZQINRUWT[J consistency, access to records, and accountability.
4[JWFQQYMJHTSYWFHYTWRTIJQNXFUUWTUWNFYJKTWUWTLWFRIJQN[JW^\NYMUWTUTXJIRTINܪHFYNTSXYTXYFܬSL and process design)JINHFYJIXZUUTWYHQJFWJWHTSYWFHYHTSYWTQXFSIRTWJHJSYWFQN_JIYWFHPNSL\TZQI FQQT\7JHWJFYNTSXYFKKYTRFSFLJYMJNSXYWZHYTWSJY\TWPRTWJJܬHNJSYQ^\MNQJUWJXJW[NSLHFUFHNY^KTW core programs and customer service.
STAFFING ASSESSMENT AND RECOMMENDATIONS
9MJ7JHWJFYNTS)N[NXNTSѣXXYFܬSLRTIJQNXIJQN[JWNSLFGWTFIWFSLJTKUWTLWFRX and services, but current \TWPQTFIUFYYJWSXNSINHFYJFSJJIYTGJYYJWFQNLSXYFܬSLHFUFHNY^\NYMIF^-to-day operational demands. 9MJY\TKZQQ-YNRJUTXNYNTSXHTSYNSZJYTFGXTWGFHTSXNIJWFGQJFRTZSYTKWTZYNSJFIRNSNXYWFYN[J\TWP \MNQJUFWY-time hour limitations can XMNKYJ[JSYFSITUJWFYNTSFQWJXUTSXNGNQNYNJXGFHPYTXFQFWNJIXYFKK IZWNSLUJFPUJWNTIX9MNXWJIZHJXYMJYNRJF[FNQFGQJKTWXZUJW[NXNTSUWTLWFRIJ[JQTURJSYUQFSSNSLFSI service improvement.
9MJ7JHWJFYNTS8JW[NHJX(TTWINSFYTW+FHNQNY^(TTWINSFYTWNX\JQQUTXNYNTSJIYTYWFSXNYNTSNSYTFKZQQ-time administrative and operational support role. Although historically authorized as a part-time position, the \TWPQTFIMFXFQWJFI^WJVZNWJIJ]UFSIJIMTZrs to manage the Division’s customer service demands. (TS[JWYNSLYMJUTXNYNTSYT+9*\TZQIUWT[NIJHTSXNXYJSYHT[JWFLJKTWKFHNQNY^WJXJW[FYNTSXKWTSY-TܬHJ NSVZNWNJXUF^RJSYFSIWJLNXYWFYNTSUWTHJXXNSLWJHTWIXRFSFLJRJSYFSIHTTWINSFYNTS\NYM5ZGQNH<TWPX Council Agenda 9-29-2026 3.A-33
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 32
\MNQJFQXTHWJFYNSLHFUFHNY^YTFGXTWGWTZYNSJFIRNSNXYWFYN[JYFXPXHZWWJSYQ^MFSIQJIG^YMJ7JHWJFYNTS 2FSFLJWFSI7JHWJFYNTS(TTWINSFYTW9MNXHMFSLJ\TZQIXYWJSLYMJSHTSYNSZNY^ and establish a stable in- house support position, FQQT\NSL RFSFLJRJSYXYFKKYTKTHZXRTWJKZQQ^TSXZUJW[NXNTSUWTLWFRRNSL planning, and service improvement.
9MJWJHTRRJSIFYNTSXGJQT\KTHZXTSXYWJSLYMJSNSLHFUFHNY^NSXJ[JWFQHTRUQJRJSYFW^\F^XThese HMFSLJX\TZQIHWJFYJFRTWJGFQFSHJIXYFܬSLRTIJQ and improve continuity.
RECREATION DIVISION RECOMMENDATIONS
RS1. (TS[JWYYMJ7JHWJFYNTS8JW[NHJX(TTWINSFYTW+FHNQNY^(TTWINSFYTWUTXNYNTSYTKZQQ-time status and J]UFSINYXWJXUTSXNGNQNYNJXYTUWT[NIJHTSXNXYJSYKFHNQNY^HZXYTRJW-service, and administrative support across the Recreation Division.
RS2. (JSYWFQN_JWJHWJFYNTSNSXYWZHYTWFLWJJRJSYXFSIJXYFGQNXMFHTSXNXYJSY(NY^UWTHJXXKTW WJ[NJ\NSLHTSYWFHYX[JWNK^NSLNSXZWFSHJYWFHPNSLWJSJ\FQXFSI\FN[JWXFSIRFNSYFNSNSLWJVZNWJI documentation.
RS3. 8YFGNQN_JYMJKFHNQNY^-WJSYFQKZSHYNTSG^WJ[NJ\NSLYMJHQFXXNܪHFYNTSFZYMTWN_JIMTZWX HTRUJSXFYNTSFSIGFHPZUHT[JWFLJYTNRUWT[JHTSYNSZNY^NSWJXJW[FYNTSXKFHNQNY^\FQPYMWTZLMX scheduling, and customer service.
RS4. )J[JQTUFRTWJXZXYFNSFGQJJ[JSYXYFܬSLRTIJQYMFYJ]UFSIXYMJZXJTK+FHNQNY^&YYJSIFSYX designated event or program leads, part-time personnel, and other appropriate support resources to reduce recurring reliance on the Recreation Manager and Recreation Coordinator.
RS5. .SHWJFXJFZYTRFYNTSFSIXYFSIFWIN_FYNTSTKMNLM-volume registration, reservation, payment, and records-RFSFLJRJSYUWTHJXXJXNSHQZINSLLWJFYJWZXJTKJ]NXYNSLYJHMSTQTL^HFUFGNQNYNJX\MJWJ KJFXNGQJYTWJIZHJRFSZFQYWFSXFHYNTSXFSIWJUJYNYN[JXYFKKUWTHJXsing.
RS6. Evaluate opportunities to strengthen supervisory and program coordination capacity over time, UFWYNHZQFWQ^KTW^JFW-WTZSIKZSHYNTSXYMFYWJQ^MJF[NQ^TSXNSLQJ-KZQQ-time or limited-hour positions.
Council Agenda 9-29-2026 3.A-34
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 33
6.1 ORGANIZATIONAL ALIGNMENT
DEPARTMENT NAME
9MJHZWWJSY9TZWNXRFSI*[JSYX)JUFWYRJSYSFRJITJXSTYKZQQ^WJܫJHYYMJIJUFWYRJSYѣXTWLFSN_FYNTSFQ structure or the GWJFIYMTKits responsibilities, as Recreation is a distinct division and a XNLSNܪHFSY HTRUTSJSYTKIJUFWYRJSYFQTUJWFYNTSX RNXXNSLKWTRYMNXYNYQJ. Renaming the department the Recreation and Tourism Department \TZQIbetter reܫJHYNYXKZQQXHTUJTKXJW[NHJXFSIUWT[NIJa clearer TWLFSN_FYNTSFQNIJSYNY^KTWXYFKK(NY^QJFIJWXMNUHTRRZSNY^UFWYSJWXFSIYMJUZGQNH +WTRFSTWLFSN_FYNTSFQXYFSIUTNSYFQNLSNSLYMJIJUFWYRJSYSFRJ\NYMNYXKZSHYNTSFQXYWZHYZWJUWT[NIJX notable GJSJܪYX.YKTWRFQQ^WJHTLSN_JX7JHWJFYNTSFXFHTWJRZSNHNUFQXJW[NHJWFYMJWYMFSFXJHTSIFW^ KZSHYNTSTKYTZWNXRTWJ[JSYXHWJFYJXLWJFYJWUFWNY^FSI[NXNGNQNY^FRTSLYMJIJUFWYRJSYѣXUWNRFW^XJW[NHJ areas, and more clearly communicates responsibility KTWWJHWJFYNTSUWTLWFRXKFHNQNYNJXHTRRZSNY^ J[JSYXFSIWJQFYJIXJW[NHJX9MJHMFSLJ\TZQIFQXTXZUUTWYHQJFWJWNSYJWSFQFHHTZSYFGNQNY^GZILJYNSL XYWFYJLNHUQFSSNSLUJWKTWRFSHJWJUTWYNSLFSIHWTXX-departmental coordination by ensuring the department’s organizational identity alignX\NYMYMJKZSHYNTSXNYmanages. .RUTWYFSYQ^YMNXHMFSLJNXRTWJYMFSFSFRNSLHTS[JSYNTS.YWJNSKTWHJXFSNSYJLWFYJIIJUFWYRJSY\NYM three complementary service areas—Tourism, Recreation, and Events—ZSNYJIG^FHTRRTSUZWUTXJTK XJW[NSLYMJHTRRZSNY^NSINKKJWJSYGZYJVZFQQ^UZGQNH-KFHNSL\F^X2TWJHQJFWQ^WJHTLSN_NSLJFHMKZSHYNTS HFSXYWJSLYMJSNSYJWSFQNIJSYNY^FSIHTQQFGTWFYNTS\MNQJFQXTNRUWT[NSLUZGQNHZSIJWXYFSINSLTKYMJ )JUFWYRJSYѣXKZQQWTQJNSXZUUTWYNSLWJXNIJSYX[NXNYTWXHTRRZSNY^J]UJWNJSHJXFSIT[JWFQQVZFQNY^TKQNKe.
DEPARTMENT MISSION STATEMENT
The Department should establish a mission statement that clearly encompasses both tourism and WJHWJFYNTSFSIIJܪSJXYMJNWXMFWJIWTQJNSXYWJSLYMJSNSLYMJHTRRZSNY^J]UJWNJSHJKTWWJXNIJSYXFSI [NXNYTWX&ZSNܪJIRNXXNTS\TZQIMJQURT[JYMJTWLFSN_FYNTSFQHZQYZWJKWTRY\TXJUFWFYJKZSHYNTSX houXJI\NYMNSone IJUFWYRJSYYT\FWIY\THTRUQJRJSYFW^IN[NXNTSX\TWPNSLYT\FWIHTRRTSTZYHTRJX 9MJRNXXNTSXMTZQIGJXZUUTWYJIG^FQNRNYJIXJYTKXMFWJIFSSZFQUWNTWNYNJXFIIWJXXNSLFWJFXXZHMFX HTRRZSNY^JSLFLJRJSYJ[JSYVZFQNY^IJXYNSFYNTS[NXNGNQNY^HZXYTRJWJ]UJWience, partnerships, and JܬHNJSYZXJTK(NY^WJXTZWHJX
LOCATION AND OPERATIONS
9MJUM^XNHFQXJUFWFYNTSTKYMJ7JHWJFYNTSFSI(;'IN[NXNTSX\NYMNS(NY^-FQQWJNSKTWHJs operational silos. <NYM7JHWJFYNTSQTHFYJITSYMJXJHTSIܫTTWFSI(;'TSYMJܪWXYTUUTWYZSNYNJXKTWNSKTWRFQ communication, cross-training, and day-to-IF^XZUUTWYFWJQNRNYJI)ZWNSLUJFP\TWPQTFIUJWNTIXYMNX XJUFWFYNTSHFSRFPJNYRTWJINܬHZQYYTshare capacity across the Department and respond collectively to changing operational needs. Over the longer term, the City should also evaluate collocating CVB and 7JHWJFYNTSXYFKK\NYMNSFHTRRTSIJUFWYRJSYFQ\TWPXUFHJ5M^XNHFQXJUFWFYNTSHFSWJNSKTWHJ
6. ORGANIZATIONAL ANALYSIS
Council Agenda 9-29-2026 3.A-35
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 34
TWLFSN_FYNTSFQXNQTXG^QNRNYNSLNSKTWRFQHTRRZSNHFYNTSFSIF\FWJSJXXTKIF^-to-day activities occurring JQXJ\MJWJNSYMJ)JUFWYRJSY&XMFWJI\TWPXUFHJ\TZQIXZUUTWYRTWJKWJVZJSYNSYJWFHYNTSNRUWT[J HTTWINSFYNTSTKJ[JSYXFSIRFWPJYNSLFHYN[NYNJXFSIRFPJNYJFXNJWYTFIIWJXXXYFܬSLXHMJIZQNSLFSI administrative needs in real time. Colocation should complement, rather than replace, the shared goals, leadership expectations, meetings, planning tools, and coordination practices necessary to establish a RTWJZSNܪJI)JUFWYRJSY
DEPARTMENT INTEGRATION AND EVENT COLLABORATION
9MJ)JUFWYRJSYXMTZQIXYWJSLYMJSNSYJLWFYNTSGJY\JJSYMJ(;'FSI7JHWJFYNTSIN[NXNTSXFWTZSIF HTRRTSIJUFWYRJSYFQUZWUTXJ\MNQJUWJXJW[NSLJFHMKZSHYNTS XINXYNSHYFZINJSHJXFSIWJXUTSXNGNQNYNJX
Recreation primarily serves residents and supports communit^VZFQNY^TKQNKJ\MNQJYMJ(;'KTHZXJXTS visitors, destination promotion, and tourism-WJQFYJIJHTSTRNHFHYN[NY^)JXUNYJYMJXJINKKJWJSHJXGTYM IN[NXNTSXRFWPJYYMJHTRRZSNY^UWTIZHJRFOTWJ[JSYXHTTWINSFYJ\NYMGZXNSJXXJXFSIHTRRZSNY^ partners, manFLJ[JSITWXFSI[TQZSYJJWXFSIWJQ^TSXZUUTWYKWTRTYMJW(NY^IJUFWYRJSYX9MJXJ T[JWQFUUNSLWJXUTSXNGNQNYNJXHWJFYJXNLSNܪHFSYTUUTWYZSNYNJXKTWXMFWJIUQFSSNSLHTTWINSFYJIWJXTZWHJX FSIXYWTSLJWIJUFWYRJSYFQFQNLSRJSY7JIZHYNTSTKTWLFSN_FYNTSFQXNQTXITJXSTYWJVZNWJHTRGNSNSLYMJ divisions operationally, but rather establishing clear expectations, shared goals, routine communication, and intentional collaboration.
1JFIJWXMNUXMTZQIWJNSKTWHJNSYJLWFYNTSG^RFSFLNSLYMJ)JUFWYRJSYFXFHTMJXN[JTWLFSN_FYNTS\MNQJ UWJXJW[NSLJFHMIN[NXNTSѣXINXYNSHYWJXUTSXNGNQNYNJX9MNXITJXSTYRJFSYMFYFQQ\TWPXMTZQIGJXMFWJITW OTNSYQ^UJWKTWRJI WFYMJWHTQQFGTWFYNTSXMTZQITHHZW\MJWJKZSHYNTSXT[JWQFU\TWPQTFIXHTS[JWLJTW coordinated support adds value. The Department Director should remain accessible and engaged across GTYMKZSHYNTSXadvocate KTW both sides, and consistently communicate shared priorities. Regular leadership meetings, supplemented by periodic all-XYFKKHTTWINSFYNTSHFSGZNQIKFRNQNFWNY^FHWTXXYJFRX WJIZHJGFWWNJWXYTWJVZJXYNSLFXXNXYFSHJFSIRFPJNYJFXNJWYTHTTWINSFYJWJXTZWHJX\MJSSJJIXFWNXJ Department-\NIJTGOJHYN[JXXMTZQIFQXTGJNSHTWUTWFYJINSYTFSSZFQ\TWPUQFSXXTHTQQFGTWFYNTS GJHTRJXFSTWRFQRFSFLJRJSYUWFHYNHJ\MJWJFUUWTUWNFYJWFYMJWYMFSIJUJSINSLXTQJQ^TSNSKTWRFQ relationships.
COORDINATION THROUGH SPECIAL EVENTS
8UJHNFQJ[JSYXUWJXJSYTSJTKYMJXYWTSLJXYTUUTWYZSNYNJXKTWUWFHYNHFQHTTWINSFYNTSGJY\JJSYMJ(;'FSI 7JHWJFYNTSIN[NXNTSX'TYMWJQ^TSXNRNQFWUQFSSNSLXYFܬSLUWTRTYNTSFQFSINSYJWIJUFWYRJSYFQXZUUTWY RFPNSLFXMFWJIFSSZFQJ[JSYHFQJSIFWFSJKKJHYN[J\F^YTNIJSYNK^\TWPQTFIUJFPXKFHNQNY^HTSܫNHYXFSI TUUTWYZSNYNJXYTHTTWINSFYJ\NYMTYMJW(NY^IJUFWYRJSYX Where responsibilities overlap, the Department should also standardize selected event-planning practices FSIXMFWJWJXTZWHJX\MJSITNSLXTFIIX[FQZJ9MNXHTZQINSHQZIJHTRRTSUQFSSNSLYTTQXHTTWINSFYJI promotion, volunteer and sponsorship support, and post-J[JSYWJ[NJ\X9MJNSYJSYNXSTYYTHTRGNSJJ[JSY KZSHYNTSXGZYYTHWJFYJFHTSXNXYJSYKWFRJ\TWPYMFYFQQT\XJFHMIN[NXNTSYTGJSJܪYKWTRXMFWJIJ]UJWYNXJ reduce duplication, and apply lessons learned across the Department.
Council Agenda 9-29-2026 3.A-36
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 35
ORGANIZATIONAL RECOMMENDATIONS
ORG1. Rename the Tourism and Events Department as the Recreation and Tourism Department to more FHHZWFYJQ^WJܫJHYNYXTWLFSN_FYNTSFQXYWZHYZWJHTWJXJW[NHJFWJFXFSIKZQQXHTUJTK responsibilities.
ORG2. )J[JQTUFSIFITUYFZSNܪJI)JUFWYRJSYRNXXNTSXYFYJRJSYXZUUTWYJIG^XMFWJIFSSZFQ UWNTWNYNJXYMFYWJܫJHYXYMJHTRUQJRJSYFW^WTQJXTK9TZWNXRFSI7JHWJFYNTSFSIJXYFGQNXMJX HTRRTSTGOJHYN[JXKTWXJW[NHJIJQN[JW^UFWYSJWXMNUXJ[JSYXFSIZXJTK(NY^Wesources.
ORG3. (QFWNK^J]UJHYFYNTSXKTWYMJ)JUFWYRJSY)NWJHYTWYTUWT[NIJ[NXNGQJGFQFSHJIQJFIJWXMNU communication, advocacy, and strategic direction across both Tourism and Recreation KZSHYNTSX
ORG4. Establish recurring leadership and periodic all-XYFKKRJJYNSLXYTNRUWT[JHTRRZSNHFYNTS HTTWINSFYJUWNTWNYNJXFSI\TWPQTFIFIIWJXXXYFܬSLFSITUJWFYNTSFQSJJIXFSIXYWJSLYMJS cross-IN[NXNTSFQF\FWJSJXX
ORG5. Formalize appropriate cross-YWFNSNSLGFHPZUFXXNLSRJSYXFSITUUTWYZSNYNJXKTW(;'FSI 7JHWJFYNTSXYFKKYTXMFWJJ]UJWYNXJFSIWJXTZWHJX\MJWJT[JWQFUUNSLKZSHYNTSXHWJFYJ operational value.
ORG6. .RUQJRJSYFXMFWJIFSSZFQ)JUFWYRJSYHFQJSIFWNIJSYNK^NSLRFOTWJ[JSYXHFRUFNLSXXYFܬSL IJRFSIXKFHNQNY^NRUFHYXFSIPJ^UQFSSNSLRNQJXYTSJXYTNRUWT[J\TWPQTFI[NXNGNQNY^FSI coordination.
ORG7. Establish common event-UQFSSNSLUWFHYNHJXNSHQZINSLXMFWJIYTTQXIJܪSJITUUTWYZSNYNJXKTW HTTWINSFYJIRFWPJYNSLFSIWJXTZWHJXZUUTWYFSIXYFSIFWIN_JIUTXY-J[JSYWJ[NJ\XYTWJIZHJ IZUQNHFYNTSFSIXYWJSLYMJSKZYZWJJ[JSYIJQN[JW^
ORG8. &XKZYZWJKFHNQNY^FSIGZILJYTUUTWYZSNYNJXFQQT\J[FQZFYJHTQQTHFYNSL(;'FSI7JHWJFYNTSXYFKK \NYMNSFHTRRTSIJUFWYRJSYFQ\TWPXUFHJYTXZUUTWYLWJFYJWIF^-to-day coordination and organizational integration.
6.2 MARKETING MODEL AND INTERNAL CAPACITY
9MJ9TZWNXRFSI*[JSYX)JUFWYRJSYUQF^XFSNRUTWYFSYWTQJNS5NXRT'JFHMѣXܪXHFQFSIHTRRZSNY^ [NYFQNY^\NYMYTZWNXR-related activity contributing substantially to City revenues. The CVB Division uses an outsourced destination-RFWPJYNSLRTIJQ\NYM9/&&I[JWYNXNSLRFSFLNSLFUUWT]NRFYJQ^ RNQQNTS
FSSZFQQ^NSHTSYWFHYJIRFWPJYNSLXJW[NHJX9MNXXYWZHYZWJLN[JXYMJ(NY^ access to specialized expertise FSIMFXUWTIZHJIXYWTSLXZUUTWYKWTRYMJQTILNSLNSIZXYW^9MJUWNRFW^TUUTWYZSNY^NXSTYYTGWNSLYMJXJ services in-house, but to strengthen the City’s capacity to oversee the contract, manage the associated \TWPQTFIFSIindependently assess the return on this public investment.
Council Agenda 9-29-2026 3.A-37
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 36
CONTRACT WITH TJA ADVERTISING
Under the current agreement, the primary services and responsibilities assigned to TJA Advertising are RFSFLJIZSIJWFXNSLQJNSYJLWFYJIHTSYWFHYYTKZSHYNTSFXYMJNS-MTZXJRFWPJYNSLIJUFWYRJSYKTWYMJ 5NXRT'JFHM(TSKJWJSHJFSI;NXNYTWX'ZWJFZ
(;'FSI1TILNSL'ZXNSJXX.RUWT[JRJSY)NXYWNHY
1'.)
9MJNWKZQQXHTUJTKXJW[NHJXHT[JWXYMJKTQQT\NSLHTWJKZSHYNTSX x Media Planning & Buying: Managing and placing data-driven advertising campaigns across digital, UFNIXTHNFQUWNSYFSIGWTFIHFXYSJY\TWPXYTWJFHMYFWLJYYWF[JQJWRFWPJYX x Public Relations: -FSIQNSLUWJXXSFWWFYN[JIJ[JQTURJSYRJINFTZYWJFHMFSIXJHZWNSLJFWSJI JINYTWNFQUQFHJRJSYX
XZHMFXSFYNTSFQHT[JWFLJNSRFOTWYWF[JQUZGQNHFYNTSX x Website Design & Maintenance: Building, updating, and securing experiencepismobeach.com, \MNHMXJW[JXFXYMJIJXYNSFYNTSѣXUWNRFW^YWNU-UQFSSNSLFSIQTILNSLWJKJWWFQLFYJ\F^ x Social Media Management: *]JHZYNSLIFNQ^XYWFYJL^FSIHTSYJSYHWJFYNTSFHWTXX+FHJGTTP .SXYFLWFR5NSYJWJXY>TZ9ZGJFSI1NSPJI.S
x Direct Consumer Outreach: &ZYMTWNSL\JJPQ^GQTLXFSIIJXNLSNSLXJLRJSYJIJRFNQSJ\XQJYYJWX YTJSLFLJFIFYFGFXJTKUFXYFSIUWTXUJHYN[J[NXNYTWX
x Reporting & Analytics: 5WT[NINSLRTSYMQ^UJWKTWRFSHJWJUTWYXYTYMJ(;')NWJHYTWFSI'TFWITK )NWJHYTWXYTYWFHPHFRUFNLSRJYWNHXFSI[NXNYTWYWJSIX x Event Creation & Management: 5QFSSNSLQFZSHMNSLFSIUM^XNHFQQ^XYFܬSLXNLSFYZWJIJXYNSFYNTS events on the ground, such as the 8FSI&WY+JXYN[FQ community cleanups, and the (TWLN;FHFYNTS Getaway.
x Civic & Crisis Communication: &XXNXYNSL\NYMRZSNHNUFQ-side communication needs, including public-F\FWJSJXXNSKWFXYWZHYZWJHFRUFNLSXFSIJRJWLJSH^RJXXFLNSL x Stewardship & Education Program: Leading local conservation campaigns, including Monarch 'ZYYJWܫ^,WT[JUWTLWFRRNSLHTRRZSNY^GJFHMHQJFSZUXFSI^TZYMHZWWNHZQZRWJXTZWHJXKTW local schools.
MARKETING AND PERFORMANCE DATA
9MJRFWPJYNSLFSIUJWKTWRFSHJIFYFNSKTWR FSFXXJXXRJSYTKYMJ5WNRFW^2FWPJYNSL(TSYWFHYTWѣX JKKJHYN[JSJXXNSFI[FSHNSLYMJ9TZWNXRFSI*[JSYX)JUFWYRJSYѣXHTWJWJ[JSZJTGOJHYN[JTKNSHWJFXNSL T[JWSNLMY[NXNYFYNTSFSI949HTQQJHYNTSX9MJUWTOJHYYJFRJ[FQZFYJXYMWJJHFYJLTWNJXTKUJWKTWRFSHJ daYF MTYJQTHHZUFSH^[NXNYTWUWTܪQJFSIYTZWNXRWJ[JSZJ9TLJYMJWYMJXJIFYFUTNSYXFQQT\YMJUWTOJHY YJFRYTFXXJXX\MJYMJW[NXNYFYNTSFSIWJ[JSZJTZYHTRJXKTWYMJ(;'FWJHTSXNXYJSY\NYMYMJHTSYWFHYTWѣX RFWPJYNSLRTIJQ.
Council Agenda 9-29-2026 3.A-38
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA MATRIX CONSULTING GROUP 37
HOTEL OCCUPANCY
Under TJA’s one-WTTKRTIJQJHTSTRNHJKKJHYXFWJFXXJXXJIYMWTZLMQTILNSLTHHZUFSH^and TOT HTQQJHYNTSX9MJMTYJQTHHZUFSH^FSFQ^XNXZXJXRTSYMQ^IFYFKWTR8RNYM9WF[JQ7JXJFWHM 897-TYJQ
4HHZUFSH^5JWHJSYFLJ
-45NSINHFYJXYMJF[JWFLJUWTUTWYNTSTKMTYJQWTTRXTHHZUNJINS5NXRT'JFHM over a given period, \MNHMIWN[JX 949WJ[JSZJ-45NXFSJXXJSYNFQRJYWNHKTWJ[FQZFYNSLYMJ949 HTQQJHYNTSX3TYJYMFY-45NSHQZIJXTSQ^MTYJQTHHZUFSH^FSIITJXSTYFHHTZSYKTWTYMJWXMTWY-term rental accommodations such as Airbnb or VRBO.
9MJKNLZWJGJQT\INXUQF^XYMJF[JWFLJRTSYMQ^-45KWTRYT)FYFKTW/ZQ^YT)JHJRGJW NXJXYNRFYJIZXNSLYMJF[JWFLJTKYMJXFRJRTSYMXKWTRYTXNSHJFHYZFQIFYFKTWYMJXJ RTSYMXNXSTY^JYF[FNQFGQJFYYMJYNRJTKYMNXWJUTWY AVERAGE MONTHLY HOTEL OCCUPANCY PERCENTAGE – 2023 – 2026* * 2026 includes estimated hotel occupancy percentages for July –December 2026, calculated as the average of the same months from 2023 to 2025.
-45J]MNGNYXFXYWTSLXJFXTSFQH^HQJUJFPNSLNS/ZQ^FSIYWTZLMNSLNS/FSZFW^TW)JHJRGJW9MNXUFYYJWS WJRFNSXHTSXNXYJSYKWTRYMWTZLM)ZWNSLYMJUJFPRTSYMNS/ZQ^T[JW
TKMTYJQWTTRXFWJ
Y^UNHFQQ^THHZUNJIWJFHMNSLFMNLMTK
NS/ZQ^(TS[JWXJQ^THHZUFSH^IWTUXYTFGTZY
IZWNSL
YMJQT\RTSYMXMNYYNSLFQT\TK
NS/FSZFW^'FXJITSYMJHTSXNXYJSYMNXYTWNHFQYWJSI/ZQ^ NXUWTOJHYJIYTUJFPFY
\MNQJ)JHJRGJWNXJ]UJHYJIYTWJFHM
THHZUFSH^9MJUWTSTZSHJI
XJFXTSFQ[FWNFYNTSTK-45ZSIJWXHTWJXYMJNRUTWYFSHJTKUWTRTYNSLT[JWSNLMYYTZWNXRIZWNSLYMJ shoulder periods to boost overall TOT collections.
9MJKNLZWJGJQT\XMT\XYMJF[JWFLJ-45TS\JJPIF^XHTRUFWJI\NYM\JJPJSIXKWTRYT 3TYJYMFYIFYFKWTRTSQ^NSHQZIJIFYFKWTR/FSZFW^–/ZSJFXIFYFKTW/ZQ^– December 2026 NXSTYF[FNQFGQJFYYMJYNRJTKYMNXWJUTWY
July 2023
81%
Jan 2024
52%
Dec 2024
50%
July 2025
80%
Dec 2025
51%
Four-Year High (2023-2026*)
July 2024, 83%
Four-Year Low (2023-2026*)
Jan 2023, 44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jan Apr Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct 2023 2024 2025 2026
Ho
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Actual 5WTOJHYJI
Council Agenda 9-29-2026 3.A-39
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 38
AVERAGE HOTEL OCCUPANCY PERCENTAGE OF WEEKDAY VS WEEKEND – 2023-2026*
* 2026 includes data from January – June 2026.
+WNIF^FSI8FYZWIF^-45F[JWFLJ
FSI
WJXUJHYN[JQ^FGTZYFSIUJWHJSYFLJUTNSYXFGT[J the Monday–9MZWXIF^F[JWFLJ8ZSIF^-45FQNLSXRTWJHQTXJQ^\NYMYMJ\JJPIF^THHZUFSH^WFYJFY
9MJXMFWUIWTUKWTR8FYZWIF^YT8ZSIF^NSINHFYJXYMFYIJRand is driven primarily by short one- to Y\T-night leisure stays rather than extended multi-SNLMY\JJPJSIYWNUX 9MJܪLZWJGJQT\HTRUFWJXYMJF[JWFLJRTSYMQ^-45KWTR-2024 against 2025, in relation to TJA’s ܫFLXMNUJ[JSYX.S9/&HWJFYJIYMWJJJ[JSYXYTdrive overnight hotel stays during the XMTZQIJWTKK- UJFPXJFXTS <TWQI)TL8ZWܪSL*]UT(TWLN;FHFYNTS,JYF\F^FSI8FSI&WY+JXYN[FQ9MJXJJ[JSYXTHHZW NS2F^8JUYJRGJWFSI3T[JRGJWWJXUJHYN[JQ^\MNHMKFQQ\NYMNSYMJXMTZQIJWXJFXTSWFYMJWYMFSYMJ IJJUJXYTKK-UJFPRTSYMXTK)JHJRGJWYMWTZLM+JGWZFW^
57%60%62%64%
73%
82%
58%
Mon Tue Wed Thu Fri Sat Sun
Ho
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Council Agenda 9-29-2026 3.A-40
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA MATRIX CONSULTING GROUP 39
AVERAGE MONTHLY HOTEL OCCUPANCY PERCENTAGE AND TJA FLAGSHIP EVENTS 9MJ<TWQI)TL8ZWKNSL*]UTRF^MF[JHTSYWNGZYJIYTYMJXQNLMYQ^NSHWJFXJI-45NS2F^HTRUFWJI YT2F^FSI.S8JUYJRGJWYMJ-45\FXRFWLNSFQQ^QT\JWYMFSYMJF[JWFLJKTWYMJXFRJ RTSYMNSFSIIJXUNYJYMJ(TWLN;FHFYNTS,JYF\F^XZLLJXYNSLNYRF^STYMF[JXNLSNKNHFSYQ^ NRUFHYJIMTYJQIJRFSIFYYMFYYNRJ8NRNQFWQ^YMJ8FSI&WY+JXYN[FQNS3T[JRGJWXMT\XYMFYYMJF[JWFLJ -45NS3T[JRGJWNXFYTWOZXYGJQT\YMJQJ[JQXXJJSNSFSIKTWYMFYUJWNTI9MJXJ patterns coZQINRUQ^YMFYHJWYFNSJ[JSYXNSKQZJSHJMNLMJWT[JWSNLMYXYF^XIZWNSLYMJXMTZQIJWXJFXTS -T\J[JWIZJYTIFYFQNRNYFYNTSX\JHFSSTYHTSKNWRFINWJHYHFZXFQWJQFYNTSXMNUGJY\JJSYMJXJJ[JSYX FSI-458YNQQYMJ^JFW-to-^JFWHMFSLJXXZLLJXYFSTYJ\TWYM^Horrelation.
VISITOR PROFILE
9MJ[NXNYTWUWTܪQJIFYFUWT[NIJXYMJIJRFSI-XNIJHTSYJ]YSJJIJIYTZSIJWXYFSIYMJ-45FSIWJ[JSZJ trends. TOT is levied on lodging room charges paid by overnight visitors:SIJWXYFSINSL\MTYMJXJ [NXNYTWXFWJFSIMT\YMJNWXMFWJTKYTYFQ[NXNYFYNTSMFXHMFSLJIMJQUXIJYJWRNSJ\MJYMJWXMNKYXNS THHZUFSH^FSI949WJܫJHYRFWPJYNSLUJWKTWRFSHJTWGWTFIJWHMFSLJXNS[NXNYFYNTS 9MJܪLZWJGJQT\XMT\XYTYFQ[NXNYTW[TQZRJKWTR
YTFSIYMJXMFWJTKIF^FSIT[JWSNLMY
visitors.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Ho
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<TWQI)TL8ZWKNSL*]UT (TWLN;FHFYNTS,JYF\F^Sand Art Festival 2023 2024 2025
Council Agenda 9-29-2026 3.A-41
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 40
TOTAL VISITOR VOLUME
4[JWSNLMY[NXNYTWXMF[JMJQIFXYJFI^XMFWJTKWTZLMQ^
TKYTYFQ[NXNYTWXJFHM^JFWKWTR
YT
\NYMIF^[NXNYTWXFHHTZSYNSLKTWYMJWJRFNSIJW9MJXUQNYMFXXYF^JIHTSXNXYJSYYMWTZLMYMJUFSIJRNH-era INUFSIXZGXJVZJSYWJHT[JW^WFYMJWYMFSXMNKYNSLYT\FWIRTWJIF^-YWNUYWFܬHFXT[JWFQQ[NXNYTW[TQZRJ HMFSLJI9MJHTSXNXYJSYYWJSIXZLLJXYXYMFYWJHT[JW^NSYTYFQ[NXNYFYNTS\FXSTYIWN[JSG^F INXUWTUTWYNTSFYJNSHWJFXJNSIF^[NXNYTWX\MTXJXUJSINSLHTSYWNGZYJXQNYYQJYT949.SXYJFIYMJXJLRJnt RTXYWJQJ[FSYYTQTILNSLWJ[JSZJLWJ\FSIXMWFSPWTZLMQ^NSQNSJ\NYMYMJRFWPJYT[JWFQQ9MNXHTSXNXYJSH^ indicates that the destination’s overnight-visitor base is stable, \MNHMRF^XZLLJXY that the current RFWPJYNSLXYWFYJL^ is JKKJHYN[JFYRFNSYFNSNSLYMJQJ[JQ TKovernight visitors. 9MJKNLZWJGJQT\[NXZFQN_JXYMJ[NXNYTWXѣJ]UJSINYZWJ.SRNQQNTS[NXNYTWXXUJSYFHTRGNSJIYTYFQTK RNQQNTS\MNHMNXGWTPJSIT\SNSYTQTILNSLKTTIFSIGJ[JWFLJWJYFNQYWFSXUTWYFYNTSFSIWJHWJFYNTS 31%29%28%30%31%31%
69%
71%
72%70%69%69%
1.7M
1.4M
1.7M 1.7M 1.6M 1.6M
2019 2020 2021 2022 2023 2024
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Day Visits Overnight Visits
Council Agenda 9-29-2026 3.A-42
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA MATRIX CONSULTING GROUP 41
2024 VISITOR SPENDING BY CATEGORY
1TILNSLNXYMJQFWLJXYXNSLQJHTRUTSJSYTKYTYFQ[NXNYTWXUJSINSLFY RNQQNTSTWFUUWT]NRFYJQ^
TKYMJYTYFQKTQQT\JIG^KTTIFSIGJ[JWFLJFY
WJYFNQFY
YWFSXUTWYFYNTSFY
FSIWJHWJFYNTSFY
(FYJLTW^XMFWJXFWJWTZSIJIFSIRF^STY XZRYT
1TILNSLFHHTZSYXKTWFXZGXYFSYNFQQ^QFWLJW
XMFWJTK[NXNYTWXUJSINSLYMFSFS^TYMJWHFYJLTW^\MNHMZSIJWXHTWJXYMFY9O9NXFXNLSNܪHFSYWJ[JSZJ XTZWHJKTWYMJ(NY^
TOURISM REVENUE
9TZWNXRWJ[JSZJWJKQJHYXYMJINWJHYUZGQNHGJSJKNYTKYMJ(NY^ѣXRFWPJYNSLJKKTWYXFX949HTQQJHYNTSXare YMJRJHMFSNXRG^\MNHM[NXNYTWXUJSINSLGJHTRJXFRZSNHNUFQWJXTZWHJ9MJUWTOJHYYJFRJ]FRNSJXY\T RJYWNHX YTYFQ949HTQQJHYJIJFHMKNXHFQ^JFWFSI949HTQQJHYJIUJWITQQFWTKRFWPJYNSLJ]UJSINYZWJ 9TLJYMJWYMJXJRJYWNHXINXYNSLZNXMGJY\JJSYMJLWT\YMTKYMJWJ[JSZJGFXJFSIYMJJKKNHNJSH^TK RFWPJYNSLITQQFWXNSLJSJWFYNSLYMFYLWT\YM
9MJKNLZWJGJQT\XZRRFWN_JXYMJ949HTQQJHYJIG^KNXHFQ^JFW Lodging, $141.3M
Food & Beverage,
$87.8M
Retail, $70.7M
Transportation,
$31.8M
Recreation,
$29.4MLodin, $141.3
Foo & Bevera e,
87.8M
Retail $70.7
Trans ortat on,
31.8M
Recreat on
29.4M
Council Agenda 9-29-2026 3.A-43
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 42
TRANSIENT OCCUPANCY TAX (TOT) COLLECTED BY FISCAL YEAR
TOT WJ[JSZJWJFHMJI
RNQQNTSNS+>-FXYWF[JQWJGTZSIJIKWTRYMJUFSIJRNHYMJSSTWRFQN_JI YT RNQQNTSNS+>-FXYMFYWJGTZSIJKKJHYKFIJI8NSHJYMJSTOT has held JXXJSYNFQQ^ܫFY at RNQQNTSNSGTYM+>-24 and FY2024-25.
RETURN ON MARKETING INVESTMENT
Metrics FY2022-2023 FY2023-2024 FY2024-2025
TOT 7J[JSZJUJW TK2FWPJYNSL'ZILJY $10.71 $10.01 $9.62 Year-over-Year Percentage Change N/A -7% -4%
The return TSRFWPJYNSLNS[JXYRJSYYFGQJXMT\XYMFYJ[JW^ITQQFWTKRFWPJYNSLGZILJYLJSJWFYJI
in TOT revenue in FY2022- NS+>-FSI
NS+>-WJܫJHYNSL^JFW-over-year
HMFSLJXTK-
FSI-
WJXUJHYN[JQ^9MJFGXTQZYJWJYZWSWJRFNSX XYWTSLFYFUUWT]NRFYJQ^YJSKTQIYMJ investment. The IJHQNSNSLWFYNTFHWTXXYMJY\TRTXYWJHJSYܪXHFQ^JFWXRF^WJܫJHYWNXNSLRJINFFSI UWTIZHYNTSHTXYXFRFWPJYNSLGZILJYYMFYMFXLWT\SKFXYJWYMFSTOT collections, or both. (TQQJHYN[JQ^YMJRFWPJYNSLFSIUJWKTWRFSHJIFYFNSINHFYJYMFYYMJ5WNRFW^2FWPJYNSL(TSYWFHYTWѣX RFWPJYNSLXYWFYJL^FQNLSX\JQQ\NYMYMJ(NY^ѣXT[JWFQQLTFQTKNSHWJFXNSLTOT collections and may HTSYWNGZYJUTXNYN[JQ^YTYMFYJKKTWY2TXYTKYMJRJYWNHXRTXYHQTXJQ^YNJIYTTOT MF[JMJQIܪWR across the WJ[NJ\UJWNTI4[JWSNLMY[NXNYTWXMF[JRFNSYFNSJIFHTSXNXYJSYXMFWJT[JWYMJ^JFWXNSINHFYNSLYMFYYMJ destination has retained the high-[FQZJXJLRJSYYMFYLJSJWFYJXQTILNSLWJ[JSZJWFYMJWYMFSIWNKYNSL YT\FWIQT\JW-yield day-YWNUYWFܬH1TILNSLXUJSINSLFHHTZSYXKTWapproximately 39 TKT[JWFQQ[NXNYTW
XUJSINSL\MNHMWJFܬWRXYMFY[NXNYTWIJRFSIWJRFNSXHTSHJSYWFYJINSYMJHFYJLTW^YMFYgenerates the RTXYXNLSNܪHFSYWJ[JSZJKTWYMJ(NY^-TYJQTHHZUFSH^MFXUWJXJW[JINYXXJFXTSFQXYWZHYZWJ\NYMTZY JWTXNTSFHWTXXYMJKTZW-year period. Overall, the RFWPJYNSLNS[JXYRJSYWJYZWSJIGJY\JJS FSI
2
2
2
2 2
FY2020-21 FY2021-22 FY2022-23 FY2023-24 FY2024-25
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Council Agenda 9-29-2026 3.A-44
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 43
in TOT KTWJ[JW^ITQQFWXUJSYFHWTXXYMJYMWJJܪXHFQ^JFWXWJ[NJ\JI9\TܪSINSLXYJRUJWYMNXFXXJXXRJSY TOT HTQQJHYNTSXMF[JGJJSܫFYXNSHJ+>-FSIYMJWJYZWSUJWRFWPJYNSLITQQFWMFXIJHQNSJINSJFHM TKYMJY\TRTXYWJHJSYܪXHFQ^JFWX3JNYMJWWJXZQYNSINHFYJXFUWTLWFRNSIJHQNSJGZYGTYM\FWWFSY continued monitoring as the (NY^HTSXNIJWXKZYZWJRFWPJYNSLFUUWTUWNFYNTSX. 9MJXJܪSINSLXXMTZQIGJZSIJWXYTTIFXFUWJQNRNSFW^HTWWJQFYNTSFQFSFQ^XNXWFYMJWYMFSFHFZXFQ evaluation. The available data and methodology establish that occupancy, overnight visitation, visitor spending, and TOT collections have moved in a pattern cTSXNXYJSY\NYMYMJHTSYWFHYTWѣXXYFYJIXYWFYJL^ -T\J[JWYMJ^ITSTYNXTQFYJYMJRFWPJYNSLUWTLWFRѣXHTSYWNGZYNTSKWTRHTSHZWWJSYNSܫZJSHJXXZHMFX regional travel demand, macroeconomic conditions, competitor destination activity, lodging supply and pricNSLHMFSLJXFSI\JFYMJW
STRUCTURAL COMPONENTS OF AGREEMENT
9MJTZYXTZWHJIRFWPJYNSLRTIJQUWT[NIJXYMJ(NY^ \NYM[FQZFGQJXUJHNFQN_JIJ]UJWYNXJ\MNQJFQXT WJVZNWNSLHQJFWRZSNHNUFQT\SJWXMNUTKLT[JWSFSHJFSIT[JWXNLMY(NY^XYFKKXMTZQIWJYFNSWJXUTSXNGNQNY^KTW GTFWIFIRNSNXYWFYNTSUTQNH^INWJHYNTSHTSYWFHYT[JWXNLMYܪSFSHNFQWJ[NJ\FSINSIJUJSIJSYUJWKTWRFSHJ evaluation, particularly because recommendations advanced through the City Council and LBID Advisory 'TFWIHFSXMFUJKZYZWJHTSYWFHYTWXHTUJFSIXJW[NHJX&YYMJXFRJYNRJYMJRTIJQHTSYNSZJXYTLJSJWFYJ City-XNIJ\TWPQTFIYMWTZLMHTSYWFHYFIRNSNstration, records management, board support, and event HTTWINSFYNTS8YWJSLYMJSNSLNSYJWSFQFIRNSNXYWFYN[JFSITUJWFYNTSFQHFUFHNY^\TZQIUWJXJW[JYMJGJSJܪYX TKTZYXTZWHNSL\MNQJNRUWT[NSLFHHTZSYFGNQNY^HTSYNSZNY^FSIYMJ9TZWNXR2FSFLJWѣXFGNQNY^YTKTHZXTS strategic tourism leadership and partnerships.
&UTXNYN[JKJFYZWJTKYMJ9/&FLWJJRJSYNXYMJNSHQZXNTSTKINXHWJYNTSFW^RFWPJYNSLKZSINSLYMFYLN[JXYMJ City ܫJ]NGNQNY^YTNSܫZJSHJHFRUFNLSINWJHYNTSFSIWJXUTSIYTJRJWLNSLUWNTWNYNJX-T\J[JWYMJWJ[NJ\ NIJSYNܪJIXTRJINKKJWJSHJXGJY\JJSYMJGZILJYHFYJLTWNJXFSIFQQTHFYNTSXWJܫJHYJINS9/&ѣX\TWPNSL budget materials and those contained in the executed contract documents. While these variances do not SJHJXXFWNQ^NSINHFYJFUJWKTWRFSHJNXXZJYMJ^HFSRFPJNYRTWJINܬHZQYYTYWFHJXUJSINSLHTSܪWR FZYMTWN_JIZXJXFSIRFNSYFNSFHTSXNXYJSYWJHTWITKYMJ(NY^ѣXFUUWT[JIRFWPJYNSLUQFS,TNSLKTW\FWI the HTSYWFHYTWѣXGZILJYXHMJIZQJXXMTZQIGJWJHTSHNQJIYTYMJJ]JHZYJIFLWJJRJSYFSIZUIFYJIKTWRFQQ^ \MJSHMFSLJXFWJFUUWT[JIXTYMFYHTSYWFHYYJWRX\TWPNSLGZILJYXFSIWJUTWYNSLWJRFNSFQNLSJI
MARKETING AND CONTRACT RECOMMENDATIONS
MAR1. 2FNSYFNSYMJTZYXTZWHJIIJQN[JW^TKXUJHNFQN_JIIJXYNSFYNTSRFWPJYNSLXJW[NHJX\MNQJ HQJFWQ^XJUFWFYNSLHTSYWFHYTWJ]JHZYNTSKWTR(NY^WJXUTSXNGNQNY^KTWUTQNH^INWJHYNTS FI[NXTW^GTFWIFIRNSNXYWFYNTSHTSYWFHYT[JWXNLMYFSIUJWKTWRFSHJJ[FQZFYNTS MAR2. *XYFGQNXMKTWRFQHTSYWFHYLT[JWSFSHJUWTYTHTQXIJܪSNSL(NY^FSIHTSYWFHYTWWTQJX NSHQZINSL(NY^HTSYWTQTKGTFWIFLJSIFXFSIUTQNH^WJHTRRJSIFYNTSXNSIJUJSIJSYWJ[NJ\ TKHTSYWFHYTWUJWKTWRFSHJFSIXFKJLZFWIXKTWFHYZFQTWUJWHJN[JIHTSܫNHYXTKNSYJWJXt.
Council Agenda 9-29-2026 3.A-45
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 44
MAR3. +TWRFQQ^WJHTLSN_JHTSYWFHYFIRNSNXYWFYNTSܪXHFQT[JWXNLMYGTFWIXZUUTWYFSIHTSYWFHYTW HTTWINSFYNTSFXHTWJXYFܬSLWJVZNWJRJSYXFSIFXWJXTZWHJXFQQT\UWT[NIJFIRNSNXYWFYN[J XZUUTWYYTXMNKYWTZYNSJYWFSXFHYNTSFQWJXUTSXNGNQNYNJXKWTRYMJ9TZWNXRManager.
MAR4. *[FQZFYJFIINYNTSFQTWܫJ]NGQJJ[JSY-support capacity to address the permitting, logistics, [JSITWHTTWINSFYNTSXJYZUFSITUJWFYNTSFQ\TWPQTFILJSJWFYJIG^HTSYWFHYTW-developed tourism initiatives.
MAR5. 7JVZNWJ9/&FSI(NY^XYFKKYTRFNSYFNSFXNSLQJWJHTSHNQJIFSSZFQRFWPJYNSLGZILJYYMFY FQNLSX\NYMYMJJ]JHZYJIHTSYWFHYFSIKTWRFQQ^ITHZRJSYXFS^FUUWT[JIWJFQQTHFYNTSXTW ZXJTKINXHWJYNTSFW^KZSIX
6.3 FORMALIZATION OF STAKEHOLDER PARTNERSHIPS
9MJ)JUFWYRJSYRFNSYFNSXNRUTWYFSYTUJWFYNTSFQUFWYSJWXMNUX\NYMYMJ5NXRT'JFHM(MFRGJWTK Commerce and local lodging organizations that support and co-promote several community and visitor J[JSYX9MJXJUFWYSJWXMNUXNSHQZIJ(NY^KZSINSLTKZUYT UJWJ[JSYFQYMTZLMRFS^TKYMJ WJQFYNTSXMNUXMF[JMNXYTWNHFQQ^TUJWFYJI\NYMTZYKTWRFQ\WNYYJSFLWJJRJSYXIJܪSNSLWTQJXWJXUTSXNGNQNYNJX KZSINSLJ]UJHYFYNTSXTWUJWKTWRFSHJWJVZNWJRJSYX
+TWRFQN_NSLYMJXJUFWYSJWXMNUXYMWTZLMFUUWTUWNFYJFLWJJRJSYXTW2JRTWFSIZRXTK:SIJWXYFSINSL \TZQIUWT[NIJHQJFWJWFHHTZSYFGNQNY^KTWZXJTK(NY^WJXTZWHJXJXYFGQNXMJ]UJHYFYNTSXKTWJ[JSY HTTWINSFYNTSFSIWNXPRFSFLJRJSYFSINRUWT[JHTSYNSZNY^FXQJFIJrship and partner representatives HMFSLJ&LWJJRJSYXXMTZQIFIIWJXXWJXUTSXNGNQNYNJXܪSFSHNFQFSINS-PNSIHTSYWNGZYNTSXNSXZWFSHJFSI NSIJRSNܪHFYNTSWJVZNWJRJSYXWJXTZWHJXMFWNSLFSIFUUWTUWNFYJUJWKTWRFSHJTWWJUTWYNSLJ]UJHYFYNTSX
PUBLIC WORKS & PARKS FACILITIES DIVISION COORDINATION
)JQN[JW^TKRFOTWHTRRZSNY^J[JSYXFSIWTZYNSJUFWPTUJWFYNTSXWJVZNWJXTSLTNSLHTTWINSFYNTS\NYM 5ZGQNH<TWPXKTWJ[JSYXJYZUWJXYWTTRXJW[NHNSL\FXYJRFSFLJRJSYKFHNQNY^RFNSYJSFSHJFSITYMJW QTLNXYNHFQXZUUTWY(ZWWJSY\TWPNSLWJQFYNTSXMNUXFSIXZUUTWYUWFHYNHJXINKKJWGJY\JJSYMJ(;'FSI 7JHWJFYNTSIN[NXNTSXHWJFYNSLFSTUUTWYZSNY^YTRTWJHQJFWQ^IJܪSJMT\5ZGQNH<TWPXFXXNXYFSHJNX WJVZJXYJIUWNTWNYN_JIXHMJIZQJIFSIKZSIJIFHWTXXevent types and operational needs.
The City should consider establishing interdepartmental service-level agreements (SLAs) or similar \WNYYJSXJW[NHJUWTYTHTQXGJY\JJSthe Department FSI5ZGQNH<TWPX9MJXJFLWJJRJSYX\TZQISTYSJJI YTUWJXHWNGJJ[JW^TUJWFYNTSFQIJYFNQGZYXMTZQIJXYFGQNXMGFXJQNSJJ]UJHYFYNTSXKTWWTQJXQJFIYNRJX XYFܬSLWJXUTSXNGNQNYNJXXJW[NHJQJ[JQXHTXYFQQTHFYNTSFSIHTTWINSFYNTS+TWRFQN_NSLYMJXJJ]UJctations \TZQIUWT[NIJLWJFYJWHTSXNXYJSH^NRUWT[JFI[FSHJWJXTZWHJUQFSSNSLFSIMJQUJSXZWJYMFYWJHZWWNSL J[JSYFSIKFHNQNY^-XZUUTWYSJJIXFWJNSHTWUTWFYJINSYTIJUFWYRJSYFQXYFܬSLFSIGZILJYIJHNXNTSX
STAKEHOLDER PARTNERSHIPS RECOMMENDATIONS
ST1: +TWRFQN_JPJ^UFWYSJWXMNUX\NYMYMJ(MFRGJWTK(TRRJWHJFSIQTILNSLHTRRZSNY^YMWTZLM 24:XTWXNRNQFWFLWJJRJSYXYMFYIJܪSJWTQJX(NY^FSIUFWYSJWHTSYWNGZYNTSXNSXZWFSHJFSI Council Agenda 9-29-2026 3.A-46
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 45
NSIJRSNܪHFYNTSWJVZNWJRJSYXWJXTZWHJ-XMFWNSLJ]UJHYFYNTSXFSIFUUWTUWNFYJUJWKTWRFSHJ reporting.
ST2: *XYFGQNXM\WNYYJSXJW[NHJUWTYTHTQXGJY\JJSYMJ)JUFWYRJSYFSI5ZGQNH<TWPXYMFYIJܪSJ MT\WJHZWWNSLJ[JSYFSIKFHNQNY^-XZUUTWYWJVZJXYXFWJXZGRNYYJIUWNTWNYN_JIXHMJIZQJI XYFKKJIFSIKZSIJI
ST3: .SHTWUTWFYJFSYNHNUFYJI5ZGQNH<TWPXXZUUTWYFSIFXXTHNFYJIHTXYXNSYTFSSZFQJ[JSYFSI IJUFWYRJSYFQUQFSSNSLXTWJHZWWNSLXJW[NHJIJRFSIXFWJNIJSYNܪJINSFI[FSHJFSIWJܫJHYJI NSXYFܬSLFSIGZILJYIJHNXNTSX
Council Agenda 9-29-2026 3.A-47
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 46
9MNXXJHYNTSHTSXTQNIFYJXYMJܪSINSLXFSIWJHTRRJSIFYNTSXYMFYFWJpresented throughout the preceding chapters.
9MJ)JUFWYRJSYIJQN[JWXFMNLMQJ[JQTKYTZWNXRWJHWJFYNTSFSIJ[JSYXJW[NHJYMWTZLMFXRFQQHFUFGQJ YJFRGZYNYXHZWWJSYTUJWFYNSLRTIJQWJQNJXMJF[NQ^TSNSKTWRFQUWFHYNHJXNSIN[NIZFQNSXYNYZYNTSFQ PST\QJILJFSIYMJsustained JKKTWYTKFKJ\RFSFLJWX9MJWJHTRRJSIFYNTSXKTHZXTSFQNLSNSL TWLFSN_FYNTSFQXYWZHYZWJFSIQJFIJWXMNU\NYMXJW[NHJIJRFSIXKTWRFQN_NSLHTWJGZXNSJXXUWFHYNHJX XYWJSLYMJSNSLWNXPFSIHTTWINSFYNTSHTSYWTQXFSIGZNQINSLFRTWJWJXNQNJSYFSIXZXYFNSFGQJKTZSIFYNTS across both divisions.
7.1 SUMMARY OF RECOMMENDATIONS
9MJKTQQT\NSLUWT[NIJXFHTSXTQNIFYJIXZRRFW^TKYMJITHZRJSYѣXPJ^ܪSINSLXFSIWJHTRRJSIFYNTSX YTLJYMJW\NYMWJHTRRJSIJINRUQJRJSYFYNTSYNRJQNSJXYTLZNIJUWNTWNYN_FYNTSXJVZJSHNSLFSI TWLFSN_FYNTSFQKTQQT\-through.
SERVICE, PLANNING, & PERFORMANCE Timeline
SPP1 )J[JQTUFHTTWINSFYJI)JUFWYRJSYFSSZFQ\TWPUQFSYMFYFQNLSXYTZWNXR WJHWJFYNTSFSIJ[JSYFHYN[NYNJXXYFܬSLNS[JXYRJSYXFSIUJWKTWRFSHJ J]UJHYFYNTSX\NYMFITUYJI(NY^FSIIJUFWYRJSYFQUWNTWNYNJX Mar 2027
SPP2 Establish common customer-XJW[NHJXYFSIFWIXFSIYWFHPNSLUWFHYNHJXFHWTXXYMJ Department, supported by appropriate training and shared accessibility practices, YTUWTRTYJHTSXNXYJSYXJW[NHJKTWWJXNIJSYXFSI[NXNYTWX Mar 2027
SPP3 *]UFSIJ]NXYNSLUJWKTWRFSHJ-management practices by establishing consistent RJFXZWJXKTW7JHWJFYNTSUWTLWFRXFSIJ[JSYXFQTSLXNIJYMJYTZWNXRFSI RFWPJYNSLRJYWNHXFQWJFI^GJNSLHTQQJHYJI
May 2027
FACILITIES & CAPITAL INFRASTRUCTURE Timeline
FC1 Develop a Recreation Facilities Capital and Asset Management Plan, based on the completed Facilities Assessment, that prioritizes investments based on condition, ZYNQN_FYNTSXFKJY^TUJWFYNTSFQNRUFHYHZXYTRJWJ]UJWNJSHJFSIHTXYTKHTSYNSZJI IJKJWWFQ
Jul 2027
7. FINDINGS & RECOMMENDATIONS
Council Agenda 9-29-2026 3.A-48
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 47
FC2 *XYFGQNXMUMFXJIWJMFGNQNYFYNTSUQFSXKTWYMJ;JYJWFSXѣ2JRTWNFQ-FQQXYMFY distinguish immediate preservation needs, near-YJWRKZSHYNTSFQNRUWT[JRJSYXFSI longer-term modernization.
Jul 2027
FC3 Establish an interdepartmental capital-planning process that routinely incorporates 7JHWJFYNTS(;'5ZGQNH<TWPX+FHNQNYNJX*SLNSJJWNSLFSI+NSFSHJNSYTKFHNQNY^FSI CIP prioritization.
Jul 2027
FC4 9WFSXNYNTS7JHWJFYNTSKFHNQNYNJXYT\FWIFKTWRFQUWJ[JSYN[J-RFNSYJSFSHJRTIJQ\NYM RFNSYJSFSHJXHMJIZQJX\TWPMNXYTWNJXFSIIJܪSJIWJXUTSXNGNQNY^KTWHTWWJHYN[J action.
Jan 2028
FC5 <MJSGZILJYFSIXUFHJWJXTZWHJXFQQT\WJHTSܪLZWJ(NY^-FQQ\TWPXUFHJYTHT- QTHFYJFUUWTUWNFYJ7JHWJFYNTSFSI(;'QJFIJWXMNUFSIFIRNSNXYWFYN[JXYFKKFSI support a more integrated departmental operating model. &XKZSINSL
FQQT\X
FC6 5QFSKTWYMJQTSL-term transition to a permanent, accessible, climate-controlled ;NXNYTW.SKTWRFYNTS(JSYJWYMFYUWT[NIJXFUUWTUWNFYJHZXYTRJWXJW[NHJXYFKKZYNQNY^ and storage capacity.
Mar 2027
start;
ongoing
FC7
:SYNQFUJWRFSJSY;NXNYTW.SKTWRFYNTS(JSYJWNXKJFXNGQJFIIWJXXUWNTWNY^&NWXYWJFR XFKJY^FSITUJWFYNTSFQSJJIXFSIUWT[NIJIJINHFYJISJFWG^UFWPNSLTWQTFINSL FHHJXXKTWTS-IZY^XYFKK
Mar 2027
INTERNAL COORDINATION Timeline
INT1 +TWRFQN_JNSYJWIJUFWYRJSYFQHTTWINSFYNTSUWTYTHTQXIJܪSNSLWTQJXHTSYFHYX WJXTZWHJHTRRNYRJSYXFUUWT[FQXJXHFQFYNTSUWTHJIZWJXFSIWNXP-management WJXUTSXNGNQNYNJXKTWXMFWJIFHYN[NYNJXFSIJ[JSYX
Jan 2027
INT2
.RUQJRJSYXMFWJIUQFSSNSLFSIXHMJIZQNSLYTTQXKTWKFHNQNYNJXJ[JSYXFSITYMJW FHYN[NYNJXWJVZNWNSLHWTXX-departmental coordination.
Jul 2027
INT3 Establish routine post-event and post-UWTOJHYWJ[NJ\XYTITHZRJSYQJXXTSXQJFWSJI WJXTZWHJSJJIXWNXPXFSITUUTWYZSNYNJXKTWKZYZWJNRUWT[JRJSY Jan 2027
INT4 Formalize department-\NIJ&)&FSIFHHJXXNGNQNY^UWTHJIZWJXKTWUWTLWFRX events, communications, participation, and reasonable-RTINܪHFYNTSWJVZJXYX Jan 2027
Council Agenda 9-29-2026 3.A-49
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 48
RISK MANAGEMENT Timeline
RSK1 *XYFGQNXMXYFSIFWIN_JIWNXP-RFSFLJRJSYUWTHJIZWJXKTWNSXYWZHYTWX[TQZSYJJWX FSITYMJWUWTLWFRUJWXTSSJQNSHQZINSLHJSYWFQN_JIWJ[NJ\FSIITHZRJSYFYNTSTK FUUQNHFGQJFLWJJRJSYXNSXZWFSHJWJVZNWJRJSYXGFHPLWTZSIXHWJJSNSLFSIXFKJY^ YWFNSNSL\NYM[JWNܪHFYNTSHTRUQJYJIGJKTWJXJW[NHJGJLNSXFSIFUUWTUWNFYJWJSJ\FQ RTSNYTWNSLRFNSYFNSJIYMJWJFKYJW
Mar 2027
RSK2 .SHQZIJ7NXP2FSFLJRJSYTW(NY^&YYTWSJ^WJUWJXJSYFYNTSNS8UJHNFQ*[JSYX Committee meetings to evaluate liability and ensure consistent insurance and NSIJRSNܪHFYNTSWJVZNWJRJSYXKTWFQQJ[JSYX
Jan 2027
TECHNOLOGY & DIGITAL SERVICE DELIVERY Timeline
TC1 *[FQZFYJTUUTWYZSNYNJXYTGJYYJWNSYJLWFYJWJHWJFYNTSKFHNQNY^J[JSYFSIܪSFSHNFQ systems to reduce manual processes and duplicate data entry.
Ongoing
TC2 *]UFSITSQNSJXJQK-XJW[NHJTUYNTSXNSHQZINSLKFHNQNY^WJXJW[FYNTSX\MJWJXYFܬSL capacity, business processes, and processing costs support implementation.
Oct 2027
TC3 Continue centralized IT security, PCI compliance, and vendor-management UWFHYNHJXFX)JUFWYRJSYYJHMSTQTL^UQFYKTWRXJ[TQ[J
Ongoing
TC4 8YFSIFWIN_J&HYN[J3JYYWFSXFHYNTSKJJXFHWTXXFQQWJLNXYWFYNTSRJYMTIXFSI JSHTZWFLJLWJFYJWZXJTKTSQNSJXJQK-XJW[NHJWJLNXYWFYNTS\MNQJRFNSYFNSNSLXYFKK- FXXNXYJITUYNTSXKTWHZXYTRJWX\MTSJJIYMJR
Nov 2026
COMMUNITY ENGAGEMENT & DESTINATION STEWARDSHIP Timeline CE1 Establish a resident-HJSYJWJIIJXYNSFYNTSXYJ\FWIXMNUFUUWTFHMYMFYWTZYNSJQ^ NSHTWUTWFYJXHTRRZSNY^NSUZYVZFQNY^-TK-QNKJNRUFHYXFSI[NXNYTWJ]UJWNJSHJNSYT tourism, recreation, and event planning and evaluation.
Ongoing
CE2 )J[JQTUFHTTWINSFYJI)JUFWYRJSYHTRRZSNHFYNTSXFSIRFWPJYNSLKWFRJ\TWPYMFY FQNLSXWJXNIJSYTZYWJFHMWJHWJFYNTSJ[JSYXFSI[NXNYTWRFWPJYNSL Jul 2028
CE3
Incorporate sustainability, accessibility, inclusion, and community-GJSJܪYHWNYJWNF into tourism and event planning and evaluation.
Ongoing
Council Agenda 9-29-2026 3.A-50
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 49
RECREATION DIVISION Timeline
REC1 )J[JQTUFSIRFNSYFNS\WNYYJS8YFSIFWI4UJWFYNSL5WTHJIZWJXXYWZHYZWJI onboarding materials, cross-YWFNSNSLFXXNLSRJSYXFSIFXZHHJXXNTSKWFRJ\TWPKTW HTWJ7JHWJFYNTSKZSHYNTSXYTXYWJSLYMJSHTSYNSZNY^FSIWJIZHJWJQNFSHJTS NSIN[NIZFQNSXYNYZYNTSFQPST\Qedge.
Jan 2028
REC2 8YFGNQN_JYMJKFHNQNY^-WJSYFQKZSHYNTSG^WJ[NJ\NSLYMJWJXUTSXNGQJUTXNYNTS X
HQFXXNܪHFYNTSFZYMTWN_JIMTZWXFSIGFHPZUHT[JWFLJYTNRUWT[JHTSYNSZNY^NS WJXJW[FYNTSX\FQPYMWTZLMXXHMJIZQNSLFSIHZXYTRJWXJW[NHJ Mar 2027
REC3 .SHWJFXJFZYTRFYNTSFSIXYFSIFWIN_FYNTSTKMNLM-volume registration, reservation, payment, and records-management processes to reduce manual transactions and WJUJYNYN[JXYFKKUWTHJXXNSL
Ongoing
REC4 8YWJSLYMJSXYFKKXZUUTWYKTWYMJ5FWPX7JHWJFYNTS 'JFZYNܪHFYNTS(TRRNXXNTS
NSHQZINSLHTSXNXYJSYFLJSIFUWJUFWFYNTSFSIHTTWINSFYNTSTKGJFZYNܪHFYNTSFSI public-art initiatives.
Ongoing
REC5 *XYFGQNXMFHTTWINSFYJIUWTHJXXGJY\JJS7JHWJFYNTSFSI5ZGQNH<TWPXKTWUFWPX GJFZYNܪHFYNTSUZGQNHFWYFSIXNRNQFWUZGQNH-XUFHJNRUWT[JRJSYXYMFYNIJSYNܪJX UWJKJWWJIQTHFYNTSXFSIYJHMSNHFQWJVZNWJRJSYXNSFI[FSHJTKF[FNQFGQJKZSINSL Jan 2027
REC6 9WFSXNYNTSTUJWFYNTSFQFIRNSNXYWFYNTSTKYMJ&ITUY-a-Bench program to Public <TWPXXZUUTWYJIG^UWJ-FUUWT[JINSXYFQQFYNTSQTHFYNTSXIJܪSJIYJHMSNHFQ XYFSIFWIXFSIHJSYWFQN_JIFXXJYFSIRFNSYJSFSHJYWFHPNSL\MNQJRFNSYFNSNSL appropriate Recreation and 57'(NS[TQ[JRJSYNSUWTLWFRUTQNH^FSIGJFZYNܪHFYNTS priorities.
Jan 2027
CVB DIVISION Timeline
CVB1 *XYFGQNXMKTWRFQHTSYWFHY-governance protocols that separate contractor execution KWTR(NY^WJXUTSXNGNQNY^KTWUTQNH^INWJHYNTSGTFWIFIRNSNXYWFYNTST[JWXNLMYFSI UJWKTWRFSHJJ[FQZFYNTS\NYMXFKJLZFWIXKTWFHYZFQTWUJWHJN[JIHTSܫNHYXTK interest.
Ongoing
CVB2 Implement a tiered, hybrid special-J[JSYUJWRNYYNSLUWTHJXXYMFYFQQT\XQT\-WNXP FUUQNHFYNTSXYTGJFUUWT[JIFIRNSNXYWFYN[JQ^FSIWJXJW[JXKZQQNSYJWIJUFWYRJSYFQ WJ[NJ\KTWHTRUQJ]MNLM-exposure events.
Jan 2028
Council Agenda 9-29-2026 3.A-51
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 50
CVB3 &ITUYFSTGOJHYN[JRZQYN-criteria event-[JYYNSLWZGWNHYTJ[FQZFYJJ]NXYNSLFSISJ\Q^ UWTUTXJIJ[JSYXFLFNSXYXYFKKHFUFHNY^WJXNIJSYNRUFHYFSIJHTSTRNH^NJQI Jan 2028
CVB4 :UIFYJYMJ(NY^
XRFXYJWKJJXHMJIZQJXTYMFYUJWRNYYNSLFSITUJWFYNTSFQKJJXKTW non-City-JSITWXJIJ[JSYXWJܫJHYKZQQRZSNHNUFQHTXYWJHT[JW^ Jul 2027
CVB5 )J[JQTU\WNYYJSCVB Standard Operating Procedures and a structured onboarding UWTLWFRKTWFQQ)N[NXNTSWTQJXYTUWTYJHYcontinuity and reduce reliance on individual NSXYNYZYNTSFQPST\QJILJ
Jan 2028
CVB6 Implement a more standardized digital special-event permitting process and KTWRFQQ^NSHTWUTWFYJ7NXP2FSFLJRJSYNSYT8*(WJ[NJ\YTWJIZHJRFSZFQKTQQT\- ZUNRUWT[JHTSXNXYJSH^FSIXYWJSLYMJSWNXPT[JWXNLMY Jan 2027
CVB7 7JFQNLSYTZWNXRXYFKKWJXUTSXNGNQNYNJXYTGJYYJWGFQFSHJJ[JSYXZUUTWY\NYMGWTFIJW destination-management priorities and ensure individual assignments are HTSXNXYJSY\NYMFITUYJIOTGIJXHWNUYNTSXNSYJSIJIWTQJXFSITWLFSN_FYNTSFQSJJIX Nov 2026
ADMINISTRATION & DEPARTMENT LEADERSHIP Timeline
AD1 Rebalance the Department Director’s role to prioritize internal departmental QJFIJWXMNUXYWFYJLNHINWJHYNTSFSINSYJWIJUFWYRJSYFQHTTWINSFYNTS\MNQJ RFNSYFNSNSLFUUWTUWNFYJJ]YJWSFQXYFPJMTQIJWJSLFLJRJSY Nov 2026
AD2 8YWJSLYMJSIJUFWYRJSYFQWJXNQNJSH^G^KTWRFQN_NSLHWTXX-YWFNSNSLFSIGFHPZU WJXUTSXNGNQNYNJXKTWHWNYNHFQKZSHYNTSXFSIXMNKYNSLWTZYNSJFIRNSNXYWFYN[JFHYN[NYNJX KWTRIN[NXNTSRFSFLJWXYTFUUWTUWNFYJXZUUTWYXYFKKFXHFUFHNY^FQQT\X Nov 2026
start;
ongoing
AD3 *XYFGQNXMFHTSXNXYJSYFUUWTFHMKTWRFSFLNSLXZGXYFSYNFQWJHZWWNSLJ[JSNSLFSI \JJPJSITGQNLFYNTSXTKXFQFWNJIRFSFLJWXNSHQZINSL\TWPQTFIRTSNYTWNSL XHMJIZQJܫJ]NGNQNY^TWTYMJWRJHMFSNXRXHTSXNXYJSY\NYM(NY^UTQNH^ Jan 2027
AD4 Expand Department-\NIJJ[JSYXYFܬSLUWFHYNHJXYMWTZLMHTTWINSFYJIZXJTK seasonal, temporary, part-time, and cross-trained personnel to better distribute planning, event-IF^FSIFKYJW-MTZWX\TWPQTFI
Jul 2027
AD5 &IITSJKZQQ-time Department administrative support position to provide HJSYWFQN_JIFIRNSNXYWFYN[JWJHTWIXXHMJIZQNSLܪSFSHNFQ-processing, and operational support to the Department Director and both divisions. &XKZSINSL
FQQT\X
Council Agenda 9-29-2026 3.A-52
Attachment 1
Packet Page 54
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 51
CVB DIVISION STAFFING Timeline
CS1
7JFQNLSYMJOTGIJXHWNUYNTSXTKYMJ9TZWNXR2FSFLJWFSI9TZWNXR&XXNXYFSYYT prioritize strategic tourism advocacy, out-TK-RFWPJYUWTRTYNTSFSIINWJHYQTILNSL- industry relationships over local event logistics.
Oct 2027
CS2 +TWRFQN_JYMJZXJTKUWN[FYJJ[JSY-service providers, including establishing a UWJVZFQNܪJIUTTQTWTS-HFQQWJYFNSJWTKHTSYWFHYTWXYTUWT[NIJUM^XNHFQXJYZU GWJFPIT\SFSITYMJWQFGTW-NSYJSXN[JXZUUTWYKTWRFOTWHTRRZSNY^J[JSYXFX needed, reducing reliFSHJTSRZSNHNUFQXYFKKKTWYMJXJKZSHYNTSX Jul 2027
CS3 .RUQJRJSYFYNJWJIM^GWNIUJWRNYYNSLUWTHJXXYMFYFQQT\XQT\-WNXPFUUQNHFYNTSXYT GJFUUWT[JIFIRNSNXYWFYN[JQ^WJXJW[NSLYMJKZQQNSYJWIJUFWYRJSYFQHTRRNYYJJ WJ[NJ\XYWNHYQ^KTWHTRUQJ]MNLM-exposure events.
Jul 2027
CS4 :UIFYJYMJ(NY^ѣXRFXYJWKJJXHMJIZQJYTJSXZWJYMFYXUJHNFQJ[JSYUJWRNYYNSLFSI TUJWFYNTSFQKJJXKTWFQQSTS-city-JSITWXJIJ[JSYXWJܫJHYKZQQRZSNHNUFQHTXY- recovery.
Jan 2028
CS5 Convert the part-YNRJ9TZWNXR&XXNXYFSYYTFUJWRFSJSYKZQQ-time (40-hour) position FSIUJWRFSJSYQ^FXXNLSFHHTZSYXUF^FGQJWJHJN[FGQJFHHTZSYWJHTSHNQNFYNTSFSI board agenda preparation.
Mar 2027
CS6 *XYFGQNXMFKTWRFQ[TQZSYJJWHTTWINSFYNTSUWTLWFR&IIWJXXIJܪSJIWTQJX recruitment pipelines, and retention practices.
Jul 2027
RECREATION DIVISION STAFFING Timeline
RS1 (TS[JWYYMJ7JHWJFYNTS8JW[NHJX(TTWINSFYTW+FHNQNY^(TTWINSFYTWUTXNYNTSYTKZQQ- YNRJXYFYZXFSIJ]UFSINYXWJXUTSXNGNQNYNJXYTUWT[NIJHTSXNXYJSYKFHNQNY^HZXYTRJW- service, and administrative support across the Recreation Division.
Mar 2027
RS2 Centralize recreation instructor agreements and establish a consistent City process KTWWJ[NJ\NSLHTSYWFHYX[JWNK^NSLNSXZWFSHJYWFHPNSLWJSJ\FQXFSI\FN[JWXFSI RFNSYFNSNSLWJVZNWJIITHZRJSYFYNTS
Mar 2027
RS3 8YFGNQN_JYMJKFHNQNY^-WJSYFQKZSHYNTSG^WJ[NJ\NSLYMJHQFXXNܪHFYNTSFZYMTWN_JI MTZWXHTRUJSXFYNTSFSIGFHPZUHT[JWFLJYTNRUWT[JHTSYNSZNY^NSWJXJW[FYNTSX KFHNQNY^\FQPYMWTZLMXXHMJIZQNSLFSIHZXYTRJWXJW[NHJ Ongoing
Council Agenda 9-29-2026 3.A-53
Attachment 1
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 52
RS4 )J[JQTUFRTWJXZXYFNSFGQJJ[JSYXYFܬSLRTIJQYMFYJ]UFSIXYMJZXJTK+FHNQNY^ Attendants, designated event or program leads, part-time personnel, and other appropriate support resources to reduce recurring reliance on the Recreation Manager and Recreation Coordinator.
Ongoing
RS5 .SHWJFXJFZYTRFYNTSFSIXYFSIFWIN_FYNTSTKMNLM-volume registration, reservation, payment, and records-RFSFLJRJSYUWTHJXXJXNSHQZINSLLWJFYJWZXJTKJ]NXYNSL YJHMSTQTL^HFUFGNQNYNJX\MJWJKJFXNGQJYTWJIZHJRFSZFQYWFSXFHYNTSXFSI WJUJYNYN[JXYFKKUWTHJXsing.
Oct 2027
RS6 Evaluate opportunities to strengthen supervisory and program coordination HFUFHNY^T[JWYNRJUFWYNHZQFWQ^KTW^JFW-WTZSIKZSHYNTSXYMFYWJQ^MJF[NQ^TSXNSLQJ- KZQQ-time or limited-hour positions.
Ongoing
ORGANIZATIONAL ALIGNMENT Timeline
ORG1 Rename the Tourism and Events Department as the Recreation and Tourism )JUFWYRJSYYTRTWJFHHZWFYJQ^WJܫJHYNYXTWLFSN_FYNTSFQXYWZHYZWJHTWJXJW[NHJ FWJFXFSIKZQQXHTUJTKWJXUTSXNGNQNYNJX
Jan 2027
ORG2 )J[JQTUFSIFITUYFZSNܪJI)JUFWYRJSYRNXXNTSXYFYJRJSYXZUUTWYJIG^XMFWJI FSSZFQUWNTWNYNJXYMFYWJܫJHYXYMJHTRUQJRJSYFW^WTQJXTK9TZWNXRFSI7JHWJFYNTS FSIJXYFGQNXMJXHTRRTSTGOJHYN[JXKTWXJW[NHJIJQN[JW^UFWYSJWXMNUXJ[JSYXFSI ZXJTK(NY^Wesources.
Feb 2027
ORG3 (QFWNK^J]UJHYFYNTSXKTWYMJ)JUFWYRJSY)NWJHYTWYTUWT[NIJ[NXNGQJGFQFSHJI leadership, communication, advocacy, and strategic direction across both Tourism FSI7JHWJFYNTSKZSHYNTSX
Nov 2027
ORG4 Establish recurring leadership and periodic all-XYFKKRJJYNSLXYTNRUWT[J HTRRZSNHFYNTSHTTWINSFYJUWNTWNYNJXFSI\TWPQTFIFIIWJXXXYFܬSLFSI operational needs, and strengthen cross-IN[NXNTSFQF\FWJSJXX Jan 2027
ORG5 Formalize appropriate cross-YWFNSNSLGFHPZUFXXNLSRJSYXFSITUUTWYZSNYNJXKTW (;'FSI7JHWJFYNTSXYFKKYTXMFWJJ]UJWYNXJFSIWJXTZWHJX\MJWJT[JWQFUUNSL KZSHYNTSXHWJFYJTUJWFYNTSFQ[FQZJ
Ongoing
ORG6 .RUQJRJSYFXMFWJIFSSZFQ)JUFWYRJSYHFQJSIFWNIJSYNK^NSLRFOTWJ[JSYX HFRUFNLSXXYFܬSLIJRFSIXKFHNQNY^NRUFHYXFSIPJ^UQFSSNSLRNQJXYTSJXYT NRUWT[J\TWPQTFI[NXNGNQNY^FSIHTTWINSFYNTS
Mar 2027
Council Agenda 9-29-2026 3.A-54
Attachment 1
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 53
ORG7 Establish common event-UQFSSNSLUWFHYNHJXNSHQZINSLXMFWJIYTTQXIJܪSJI TUUTWYZSNYNJXKTWHTTWINSFYJIRFWPJYNSLFSIWJXTZWHJXZUUTWYFSIXYFSIFWIN_JI post-J[JSYWJ[NJ\XYTWJIZHJIZUQNHFYNTSFSIXYWJSLYMJSKZYZWJJ[JSYIJQN[JW^ Jan 2028
ORG8 &XKZYZWJKFHNQNY^FSIGZILJYTUUTWYZSNYNJXFQQT\J[FQZFYJHTQQTHFYNSL(;'FSI 7JHWJFYNTSXYFKK\NYMNSFHTRRTSIJUFWYRJSYFQ\TWPXUFHJYTXZUUTWYLWJFYJWIF^- to-day coordination and organizational integration.
&XKZSINSL
FQQT\X
MARKETING & CONTRACT OVERSIGHT Timeline
MAR1 2FNSYFNSYMJTZYXTZWHJIIJQN[JW^TKXUJHNFQN_JIIJXYNSFYNTSRFWPJYNSLXJW[NHJX \MNQJHQJFWQ^XJUFWFYNSLHTSYWFHYTWJ]JHZYNTSKWTR(NY^WJXUTSXNGNQNY^KTWUTQNH^ INWJHYNTSFI[NXTW^GTFWIFIRNSNXYWFYNTSHTSYWFHYT[JWXNLMYFSIUJWKTWRFSHJ evaluation.
Ongoing
MAR2 *XYFGQNXMKTWRFQHTSYWFHYLT[JWSFSHJUWTYTHTQXIJܪSNSL(NY^FSIHTSYWFHYTWWTQJX NSHQZINSL(NY^HTSYWTQTKGTFWIFLJSIFXFSIUTQNH^WJHTRRJSIFYNTSXNSIJUJSIJSY WJ[NJ\TKHTSYWFHYTWUJWKTWRFSHJFSIXFKJLZFWIXKTWFHYZFQTWUJWHJN[JIHTSܫNHYX TKNSYJWJXt.
Mar 2028
MAR3 +TWRFQQ^WJHTLSN_JHTSYWFHYFIRNSNXYWFYNTSܪXHFQT[JWXNLMYGTFWIXZUUTWYFSI HTSYWFHYTWHTTWINSFYNTSFXHTWJXYFܬSLWJVZNWJRJSYXFSIFXWJXTZWHJXFQQT\ UWT[NIJFIRNSNXYWFYN[JXZUUTWYYTXMNKYWTZYNSJYWFSXFHYNTSFQWJXUTSXNGNQNYNJXKWTR the Tourism Manager.
Jan 2028
MAR4 *[FQZFYJFIINYNTSFQTWܫJ]NGQJJ[JSY-support capacity to address the permitting, QTLNXYNHX[JSITWHTTWINSFYNTSXJYZUFSITUJWFYNTSFQ\TWPQTFILJSJWFYJIG^ contractor-developed tourism initiatives.
Ongoing
MAR5 7JVZNWJ9/&FSI(NY^XYFKKYTRFNSYFNSFXNSLQJWJHTSHNQJIFSSZFQRFWPJYNSLGZILJY YMFYFQNLSX\NYMYMJJ]JHZYJIHTSYWFHYFSIKTWRFQQ^ITHZRJSYXFS^FUUWT[JI WJFQQTHFYNTSXTWZXJTKINXHWJYNTSFW^KZSIX
Jan 2027
STAKEHOLDER PARTNERSHIPS Timeline
ST1 +TWRFQN_JPJ^UFWYSJWXMNUX\NYMYMJ(MFRGJWTK(TRRJWHJFSIQTILNSL HTRRZSNY^YMWTZLM24:XTWXNRNQFWFLWJJRJSYXYMFYIJܪSJWTQJX(NY^FSIUFWYSJW HTSYWNGZYNTSXNSXZWFSHJFSINSIJRSNܪHFYNTSWJVZNWJRJSYXWJXTZWHJ-sharing expectations, and appropriate pJWKTWRFSHJWJUTWYNSL
Jul 2027
ST2 *XYFGQNXM\WNYYJSXJW[NHJUWTYTHTQXGJY\JJSYMJ)JUFWYRJSYFSI5ZGQNH<TWPXYMFY IJܪSJMT\WJHZWWNSLJ[JSYFSIKFHNQNY^-XZUUTWYWJVZJXYXFWJXZGRNYYJIUWNTWNYN_JI XHMJIZQJIXYFKKJIFSIKZSIJI
Jul 2027
Council Agenda 9-29-2026 3.A-55
Attachment 1
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 54
ST3. .SHTWUTWFYJFSYNHNUFYJI5ZGQNH<TWPXXZUUTWYFSIFXXTHNFYJIHTXYXNSYTFSSZFQ J[JSYFSIIJUFWYRJSYFQUQFSSNSLXTWJHZWWNSLXJW[NHJIJRFSIXFWJNIJSYNܪJINS FI[FSHJFSIWJܫJHYJINSXYFܬSLFSIGZILJYIJHNXNTSX
Ongoing
Council Agenda 9-29-2026 3.A-56
Attachment 1
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 55
9MNXWJUTWYNXXZUUTWYJIG^YMJKTQQT\NSLFUUJSINHJXFSIHTRUFSNTSRFYJWNFQX\MNHMUWT[NIJYMJIJYFNQJI FSFQ^XNXIFYFFSIRJYMTITQTL^ZSIJWQ^NSLYMJܪSINSLXFSIWJHTRRJSIFYNTSXUWJXJSYJIFGT[J Appendix A — Current State Assessment: &SFXXJXXRJSYTKYMJHZWWJSYXYFܬSLRTIJQ TWLFSN_FYNTSFQXYWZHYZWJ\TWPQTFIFSIPJ^TUJWFYNTSFQUWFHYNHJX Appendix B— Best Management Practices: &SFXXJXXRJSYTKWJQJ[FSYGJXYRFSFLJRJSY UWFHYNHJXFSIFHTRUFWNXTSTKYMTXJUWFHYNHJXYTHZWWJSYTUJWFYNTSX
8. APPENDICES
Council Agenda 9-29-2026 3.A-57
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 56
APPENDIX A: CURRENT STATE ASSESSMENT
9MNXHZWWJSYXYFYJFXXJXXRJSYUWT[NIJXFHTRUWJMJSXN[JFSFQ^XNXTKYMJ(NY^TK5NXRT'JFHM Tourism and Events Department’XJ]NXYNSLTWLFSN_FYNTSXYFKKNSLFSIUWTHJXXJXFHWTXXNYX (TSKJWJSHJFSI;NXNYTWX'ZWJFZ
(;'FSI7JHWJFYNTS)N[NXNTSX9MJFXXJXXRJSYNSHQZIJXYMJ KTQQT\NSLPJ^HTRUTSJSYX
• Organization and Staffing. &XZRRFW^TKYMJHZWWJSYTWLFSN_FYNTSFQXYWZHYZWJXYFKKNSLQJ[JQX WJUTWYNSLWJQFYNTSXMNUXFSIUTXNYNTSXFXXNLSJI\NYMNSTWXZUUTWYNSLYMJ9TZWNXRFSI*[JSYX Department.
• External Resources. 7J[NJ\TKFI[NXTW^GTFWIHTSYWFHYJIUFWYSJWFSI[TQZSYJJWXJW[NHJX HZWWJSYQ^ZXJIYTXZUUTWYYTZWNXRRFWPJYNSL[NXNYTWXJW[NHJXWJHWJFYNTSUWTLWFRRNSLFWYX GJFZYNKNHFYNTSFSIJ[JSYX
• Workload. (TQQJHYNTSFSIWJ[NJ\TKGFXJQNSJ\TWPQTFINSINHFYTWXXJW[NHJNSUZYXFSIFHYN[NY^ QJ[JQX
JL[NXNYTW[TQZRJJ[JSYXFSIYMJRFLSNYZIJTKJFHMKZSHYNTSUWTLWFRWJLNXYWFYNTSX FSIKFHNQNY^ZXFLJYMFYMJQUIJKNSJHZWWJSYXJW[NHJIJRFSIX • Technology. 4[JW[NJ\TKYJHMSTQTL^UQFYKTWRXXTKY\FWJX^XYJRXFSIINLNYFQYTTQXZXJIYT XZUUTWYIJUFWYRJSYFQTUJWFYNTSXRFWPJYNSLWJLNXYWFYNTSHTRRZSNHFYNTSFSIXJW[NHJ delivery.
9MNXIJQN[JWFGQJUWT[NIJXFGFXJQNSJKTWFSFQ^XNXFSIKTWIJ[JQTUNSLWJHTRRJSIFYNTSXNS XZGXJVZJSYWJUTWYXYTIJRTSXYWFYJYMJNRUFHYTKYMJUWTUTXJIHMFSLJX
1. INTRODUCTION
Council Agenda 9-29-2026 3.A-58
Attachment 1
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 57
9MJ9TZWNXRFSI*[JSYX)JUFWYRJSYUWT[NIJXWJXNIJSYXFSI[NXNYTWX\NYMJ[JSYXWJHWJFYNTSFQ UWTLWFRRNSLFHYN[NYNJXHQFXXJXFSIQTHFQNSKTWRFYNTS9MJXJXJW[NHJXFWJUWT[NIJIYMWTZLMY\T IN[NXNTSXYMJ(TSKJWJSHJFSI;NXNYTWX'ZWJFZ
(;'FSI7JHWJFYNTS 9MJXJKZSHYNTSXNSHQZIJ
XTRJHTTWINSFYNTS\NYM(NY^2FSFLJRJSYYMJ(NY^(QJWP-ZRFS7JXTZWHJX5ZGQNH<TWPXFSI Police.
DEPARTMENT ORGANIZATIONAL STRUCTURE
9MJ9TZWNXRFSI*[JSYX)JUFWYRJSYNXQJIG^F)JUFWYRJSY)NWJHYTW\MTXZUJW[NXJX)N[NXNTS QJFIJWXMNUFSINXINWJHYQ^WJXUTSXNGQJKTWHTTWINSFYNSL\NYMMTYJQNJWXFSIYMJYTZWNXRNSIZXYW^ 9MNXNXYMJXTQJUTXNYNTSIJXNLSFYJIYTXJW[JYMJ)JUFWYRJSYFXF\MTQJ\NYMYMJKTQQT\NSLYFGQJ XZRRFWN_NSLNYXUWNRFW^IZYNJX9MNXNXSTYNSYJSIJIYTGJFHTRUWJMJSXN[JOTGIJXHWNUYNTS
2. ORGANIZATION & STAFFING
City Manager
Assistant City
Manager
Director of
Tourism and
Events
Conference and
Visitors Bureau
Division
Recreation
Division
Council Agenda 9-29-2026 3.A-59
Attachment 1
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 58
TOURISM AND EVENTS DEPARTMENT — AUTHORIZED POSITIONS AND KEY RESPONSIBILITIES Position title Authorized
positions
Designation Key roles and responsibilities
Tourism and
Events Department
Director
1 Full-time • )NWJHYXYMJIFNQ^TUJWFYNTSXTKYMJ(;'FSI RFNSYFNSXHTQQFGTWFYN[JWJQFYNTSXMNUX\NYMQTHFQ
hoteliers and tourism partners.
• )J[JQTUXFSIT[JWXJJXRFWPJYNSLFI[JWYNXNSL
media relations, and promotional initiatives
designed to increase visitation and tourism-related
revenue.
• 8JW[JXFXYMJUWNRFW^XYFKKQNFNXTSYTYMJ(;'
'TFWITK)NWJHYTWX
• Coordinates local business participation in trade
XMT\XFSIUWTRTYNTSFQFHYN[NYNJXSJLTYNFYJX
service contracts and agreements, and oversees
YMJ\TWPTKHTSXZQYFSYXFSIYJHMSNHFQXJW[NHJ
providers.
TOTAL 1
2.2 CONFERENCE AND VISITORS BUREAU (CVB) DIVISION
9MJ(TSKJWJSHJFSI;NXNYTWX'ZWJFZ
(;')N[NXNTSUWTRTYJX5NXRT'JFHMFXF[NXNYTW
destination to increase overnight stays, visitor spending, and related Transient Occupancy Tax and Sales Tax revenues. The CVB manages advertising, media relations, visitor publications, and YTZWNXRRFWPJYNSLUFWYSJWXMNUX\MNQJHTTWINSFYNSLQJFIWJXUTSXJYMWTZLMYMJ;NXNYTW .SKTWRFYNTS(JSYJW(ZWWJSYQ^YMJ(NY^TK5NXRT'JFHMZYNQN_JXFWJYWTKNYYJI&NWXYWJFRYWFNQJWFXNYX ;NXNYTW.SKTWRFYNTS(JSYJW9MJ&NWXYWJFRNXQTHFted on the Pismo Beach Pier and operates seven IF^XF\JJPKWTR FRYT UR^JFW-WTZSI.YNXXYFKKJIG^UFWY-time Tourism and *[JSYX-TXYX\MTLWJJYLZJXYXINXYWNGZYJGWTHMZWJXFSIFSX\JWVZJXYNTSX 9MJ(;'HTRRNYXRTXYTKNYXYNRJYTTWLFSN_NSLFSIXZUUTWYNSLJ[JSYX9MJXJJ[JSYXFWJ IJXNLSJIYTFYYWFHY[NXNYTWXFSIJSHTZWFLJUFWYNHNUFYNTSFSSZFQQ^NSHQZINSLYMJ(QFXXNH(FW8MT\ YMTK/ZQ^+NWJ\TWPXFSI(JQJGWFYNTS5NXRT'JFHM(QFR+JXYN[FQFSI2FWHMNSL'FSI7J[NJ\ The Division also administers the City’s Special Event Application Process and supports the Special Events Committee. The Special Events Committee processes approximately 85 special event permit applications annually.
Council Agenda 9-29-2026 3.A-60
Attachment 1
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 59
9MJ)N[NXNTSFQXTXYFKKXFSIXZUUTWYXYMJ(TSKJWJSHJFSI;NXNYTWX'ZWJFZ1TILNSL'ZXNSJXX Improvement District Advisory Board. The Tourism and Events Director is YMJUWNRFW^XYFKK QNFNXTSYTYMJ(;''TFWITK)NWJHYTWXFSIFYYJSIXYMJNWRTSYMQ^RJJYNSLXYTHTSSJHY\NYMQTHFQ hoteliers and advise the board. The Tourism Manager supports the board by preparing agendas FSIRJJYNSLRFYJWNFQXFSIWJHTWINSLRNSZYJX\MNQJ the part-time Tourism Assistant provides HQJWNHFQFSIQTLNXYNHFQXZUUTWYNSHQZINSLUWNSYNSLUFHPJYXZUIFYNSLHFQJSIFWXFSIUWJUFWNSL meeting rooms.
9MJ)N[NXNTSNXGZILJYJIKTWKZQQ-YNRJXYFKKRJRGJWXFSI UFWY-YNRJXYFKKRJRGJWX\NYMST
HZWWJSY[FHFSHNJX&STWLFSN_FYNTSFQHMFWYKTWYMNXKZSHYNTSNXUWT[NIJIGJQT\
CONFERENCE AND VISITORS BUREAU DIVISION STAFF
9MJKTQQT\NSLYFGQJIJYFNQXXYFKK\NYMNSYMNXKZSHYNTSQNXYNSLJFHMUTXNYNTSG^YNYQJFSI XZRRFWN_NSLNYXUWNRFW^IZYNJX9MJXJFWJSTYNSYJSIJIYTGJHTRUWJMJSXN[JOTGIJXHWNUYNTSX Director of
Tourism and
Events
Tourism Manager
Tourism Assistant
(part-time)
Tourism & Events Host
(9 part-time)
Council Agenda 9-29-2026 3.A-61
Attachment 1
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 60
TOURISM DIVISION — AUTHORIZED POSITIONS AND KEY RESPONSIBILITIES Position title Authorized
positions Designation Key roles and responsibilities
Tourism Manager 1 Full-time • Manages all Division operations, supervises and UWT[NIJXXYFKKXHMJIZQJXKTWYMJ9TZWNXR&XXNXYFSY
FSI9TZWNXRFSI*[JSYX-TXYX
• 4[JWXJJX;NXNYTW.SKTWRFYNTS(JSYJWTUJWFYNTSX
• 5QFSXFSIHTTWINSFYJXRFOTW(NY^J[JSYXNSHQZINSL
YMJ+TZWYMTK/ZQ^HJQJGWFYNTS(QFR+JXYN[FQFSI
2FWHMNSL'FSI7J[NJ\NSHQZINSLQJFINSLJ[JSYXJYZU
FSIGWJFPIT\S
• Administers all special event permit applications,
NSHQZINSLFXXNXYNSLFUUQNHFSYXFSI[JWNK^NSL
NSXZWFSHJFSIQNHJSXNSLWJVZNWJRJSYX
• Manages Chapman Estate agreements, rentals,
FHHJXXFSIHTTWINSFYNTS\NYM(NY^IJUFWYRJSYXFSI
the Chapman Estate Foundation.
• Provides division-\NIJFIRNSNXYWFYN[JXZUUTWY
including invoice processing, accounts payable and
WJHJN[FGQJYWF[JQITHZRJSYFYNTSFSI1FXJWKNHMJ
records management.
• &YYJSIXHTSKJWJSHJXYWFNSNSLXFSIRJJYNSLX
NSHQZINSLYWFIJXMT\X5NXRT'JFHM(MFRGJWTK
Commerce board meetings, South County Chamber
TK(TRRJWHJ7NXJFSI8MNSJ5NXRT'JFHM
-TXUNYFQNY^&XXTHNFYNTSRJJYNSLX(.8(428FKJY^
Committee and other various meeYNSLX\MJSYMJ
TED Director is unavailable.
• (TTWINSFYJXHQTXJQ^\NYMYMJHTSYWFHYNSLRFWPJYNSL
KNWRTSRTSYMQ^WJUTWYNSLXJFXTSFQFSIJ[JSY
HFRUFNLSX\JGXNYJZUIFYJXXTHNFQRJINFUTXYX
FSINSHTTWINSFYNSLXUJHNKNHJ[JSYX
Council Agenda 9-29-2026 3.A-62
Attachment 1
Packet Page 64
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 61
Position title Authorized
positions Designation Key roles and responsibilities
Tourism Assistant 1
Part-time
(up to 30 hrs
UJW\P
• 5WT[NIJXFIRNSNXYWFYN[JXZUUTWYKTWYMJ)N[NXNTS
NSHQZINSLFSX\JWNSLUMTSJXFSITWIJWNSLXZUUQNJX
• (WJFYJXFSIUWTHJXXJXYWF[JQKTWRXNS[TNHJXFSI
WJHJNUYXFSIHTTWINSFYJXYMJRTSYMQ^XHMJIZQJKTW
(;'XYFKK
• Supports City events by processing vendor
UFUJW\TWP[JWNK^NSLQNHJSXNSLFSINSXZWFSHJFSI
FXXNXYNSL\NYMJ[JSYXJYZUFSIGWJFPIT\S
• 5JWKTWRXGWTFIIFYFJSYW^KTWRTSYMQ^[NXNYTWQTLX
FSIGZXNSJXXQNHJSXJXFSITWLFSN_JXKNQJXKTW
vendors and event submissions.
• Supports visitor and tourism activities by managing
XNYJYTZWXTWWJSYFQNSVZNWNJXMFSIQNSLUF^RJSYXFSI UWJUFWNSLFLJSIFUFHPJYXFSIRNSZYJXKTW
committee meetings.
Tourism and
*[JSYX-TXY
8 Part-time
(up to 19 hrs
UJW\P
• 8JW[JXFXF(NY^FRGFXXFITWG^\JQHTRNSLLZJXYX
WJXUTSINSLYT[NXNYTWNSVZNWNJXFSIUWT[NINSL
HZXYTRJWXJW[NHJFYYMJ;NXNYTW.SKTWRFYNTS(JSYJW
WJYWTKNYYJI&NWXYWJFRYWFNQJWTSGJFHM
• Supports City events through pre-event coordination,
community outreach, on-XNYJXJYZUFSIGWJFPIT\S
and active visitor and vendor assistance during
events.
• Maintains up-to-IFYJPST\QJILJTKQTHFQFHYN[NYNJX
events, and businesses.
• 4UJWFYJXYMJ;NXNYTW.SKTWRFYNTS(JSYJWG^TUJSNSL
YMJKFHNQNY^XYTHPNSLGWTHMZWJXHMJHPNSLNS[JSYTW^
and monitoring displays.
• &XXJRGQJXNSKTWRFYNTSUFHPJYXKTWNSIN[NIZFQ
[NXNYTWXFSIFXXNXYX\NYMNSIZXYW^YTZWFSILWTZU
NSKTWRFYNTSWJVZJXYX
TOTAL 10
Council Agenda 9-29-2026 3.A-63
Attachment 1
Packet Page 65
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 62
2.3 RECREATION
9MJ7JHWJFYNTS)N[NXNTSUWT[NIJXWJXNIJSYXFSI[NXNYTWX\NYMIN[JWXJWJHWJFYNTSUWTLWFRX HQFXXJXFHYN[NYNJXFSIJ[JSYXKTWUJTUQJTKFQQFLJXFSIFGNQNYNJX9MJ)N[NXNTSRFSFLJX^JFW- round recreational programming and registration, independent instructoWHTSYWFHYXFSIUFWPFSI MFQQWJSYFQXNSHTTWINSFYNTS\NYM5ZGQNH<TWPX\MNHMRFSFLJXFSIRFNSYFNSXYMJWJSYJIUFWPX FSIKFHNQNYNJX
9MJ7JHWJFYNTS)N[NXNTSHTRRNYXFQFWLJUTWYNTSTKNYXYNRJYTTWLFSN_NSLFSIXZUUTWYNSLRFOTW HTRRZSNY^FSISJNLMGTWMTTIJ[JSYXNSHQZINSL5ZRUPNSXNSYMJ5FWP-TQNIF^-FWRTS^YMJ Father-Daughter Dance, Egg-8YWF[FLFS_FYMJ5FHNKNH'WJJ_J(TSHJWY8JWNJX 8YWNIJ\NYMYMJ9NIJ FSI2T[NJXNSYMJ5FWP.SFIINYNTSYMJ)N[NXNTSRFSFLJXUZGQNHFWYTUUTWYZSNYNJXHTRRZSNY^ GJFZYNKNHFYNTSUWTOJHYXFSIIJXNLSXYMJYWN-annual community Activity Guide. 9MJ7JHWJFYNTS)N[NXNTSXYFKKXFSIXZUUTWYXYMJ5FWPX7JHWJFYNTS 'JFZYNKNHFYNTS(TRRNXXNTS
57'(9MJ7JHWJFYNTS2FSFLJWNXYMJUWNRFW^XYFKKQNFNXTSYTYMJ57'(FSIFYYJSIXYMJNWGN- monthly meetings to advise the commission and provide recommendations on recreation UWTLWFRRNSLUFWPKFHNQNYNJXFSIHNY^GJFZYNKNHFYNTSJKKTWYX9MJ7JHWJFYNTS(TTWINSFYTWXZUUTWYX YMJHTRRNXXNTSG^UFWYNHNUFYNSLNSFSIHQJWPNSLYMJRJJYNSLX\MNQJYMJUFWY-time 7JHWJFYNTSXYFKKUWT[NIJXFIRNSNXYWFYN[JFSIQTLNXYNHFQXZUUTWYNSHQZINSLUWJUFWNSLWJUTWYX ZUIFYNSLHTWWJXUTSIJSHJFSITWLFSN_NSLKTHZXLWTZUXYTFHHTRUQNXMYMJHTRRNXXNTS XLTFQX
5ZGQNH<TWPXKWJVZJSYQ^XJW[JXFXFXZUUTWYNSLWJ[NJ\JWTK57'(UWTOJHYX-T\J[JWHTSXNXYJSY FSITSLTNSLHTTWINSFYNTS\NYM5ZGQNH<TWPXNXSTYKTWRFQQ^NSYJLWFYJINSYTHZWWJSYUWTHJXXJX The Adopt-a-'JSHMUWTLWFRNXFHTRRZSNY^GJFZYNKNHFYNTSNSNYNFYN[JKTW(NY^UFWPXRFSFLJIG^ YMJ7JHWJFYNTS)N[NXNTS8UJHNKNHFQQ^T[JWXJJSG^YMJ7JHWJFYNTS(TTWINSFYTWYMJUWTLWFR KFHNQNYFYJXYMJNSXYFQQFYNTSTKYMJXJGJSHMJX\MNHMXTRJYNRJXNSHTWUTWFYe public art HTRUTSJSYX9MNXUWTLWFRNXKFHNQNYFYJIYMWTZLMTSLTNSLHTTWINSFYNTS\NYM5ZGQNH<TWPX 9MJ7JHWJFYNTS)N[NXNTSNXGZILJYJIKTWKZQQ-YNRJXYFKKRJRGJWX YMJ7JHWJFYNTS2FSFLJWFSI
Recreation Coordinator) and currently employs 9 part-YNRJXYFKKRJRGJWX&QYMTZLMYMJ Division’s core part-YNRJUTXNYNTSXFWJHZWWJSYQ^KNQQJINYHTSYNSZJXYTJ]perience challenges recruiting and retaining part-YNRJJRUQT^JJX&STWLFSN_FYNTSFQHMFWYKTWYMNXKZSHYNTSNXUWT[NIJI GJQT\
Council Agenda 9-29-2026 3.A-64
Attachment 1
Packet Page 66
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 63
RECREATION DIVISION ORGANIZATIONAL COMPONENTS
9MJKTQQT\NSLYFGQJIJYFNQXXYFKK\NYMNSYMNXKZSHYNTSQNXYNSLJFHMUTXNYNTSG^YNYQJFSI XZRRFWN_NSLNYXUWNRFW^IZYNJX9MJXJFWJSTYNSYJSIJIYTGJHTRUWJMJSXN[JOTGIJXHWNUYNTSX Director of
Tourism and
Events
Recreation
Manager
Recreation
Coordinator
Lead
Recreation
Coordinator
(part-time)
Recreation
Services
Coordinator
(part-time)
Facilty
Attendant
(2 part-time)
Recreation
Assistants
(2 part-time)
Volleyball
Coordinator
(part-time)
Council Agenda 9-29-2026 3.A-65
Attachment 1
Packet Page 67
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 64
RECREATION DIVISION — AUTHORIZED POSITIONS AND KEY RESPONSIBILITIES Position title Authorized
positions
Designation Key roles and responsibilities
Recreation
Manager
1 Full-time • 5QFSXRFSFLJXFSIT[JWXJJXIFNQ^KZSHYNTSX UWTLWFRXUWTOJHYXFSIFHYN[NYNJXTKYMJ
7JHWJFYNTS)N[NXNTSNSHQZINSLXZUJW[NXNTSTKFQQ
)N[NXNTSXYFKK
• Manages and oversees the planning and
HTTWINSFYNTSTKHTRRZSNY^J[JSYXNSHQZINSL
5ZRUPNSXNSYMJ5FWP-TQNIF^-FWRTS^FSIYMJ
Father-Daughter Dance, including leading event
XJYZUFSIGWJFPIT\S
• 8ZUJW[NXJXYMJHZXYTRJWXJW[NHJFSIKFHNQNYNJX
rental program, including preparing user contracts,
liability insurance documents, and assessing and
UWTHJXXNSLKJJXFSIIJUTXNYX
• Administers the annual Recreation Division
budget.
• Participates in the selection, training, and
J[FQZFYNTSTKFXXNLSJIUJWXTSSJQ
• (MFNWXYMJ5FWPX7JHWJFYNTSFSI'JFZYNKNHFYNTS
Commission (PRBC) and serves as its primary
XYFKKQNFNXTST[JWXJJNSLFLJSIFFSIWJUTWY
preparation, meeting coordination, ad hoc
committees, interdepartmental coordination, and
J]YJWSFQXYFPJMTQIJWHTRRZSNHations.
Coordinates PRBC-WJQFYJIUWTOJHYXNSHQZINSL
public art, capital improvements, playground
WJST[FYNTSXFSIGJFZYNKNHFYNTSUWTOJHYXKTWUFWPX
WJHWJFYNTSKFHNQNYNJXFSIMFQQXKWTRUQFSSNSL
through completion. Provides recommendations
FSIYFPJXFUUWopriate action to assist the City
Council in achieving established goals related to
UFWPXUZGQNHWJHWJFYNTSTUJSXUFHJFHHJXXFSI
HTRRZSNY^GJFZYNKNHFYNTSNSFHHTWIFSHJ\NYM(NY^
policies, budgets, and approval processes.
• 8JW[JXTSYMJ8UJHNFQ*[JSY(TRRNYYJJFSI7NXP
Management Committee.
Council Agenda 9-29-2026 3.A-66
Attachment 1
Packet Page 68
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 65
Position title Authorized
positions
Designation Key roles and responsibilities
Recreation
Coordinator
1 Full-time • (TTWINSFYJXYMJUQFSSNSLFSITWLFSN_FYNTSTK community events, including securing
XUTSXTWXMNUXFSI[TQZSYJJWXKTWQFWLJWJ[JSYX
HTQQJHYNSLWJVZNWJINSXZWFSHJITHZRJSYFYNTSFSI
vendor contracts, and managing event budgets
FSIWJQFYJIFIRNSNXYWFYN[JWJVZNWJments.
• 8ZUUTWYXYMJ7JHWJFYNTS)N[NXNTS
XIFNQ^KWTSY
TKKNHJTUJWFYNTSXNSHQZINSLKFHNQNY^WJSYFQX
customer service, administrative support,
recreation programming, program registration, and
invoicing.
• 8JW[JXFX(QJWPYTYMJ57'(G^UWJUFWNSLFLJSIF
UFHPJYXRNSZYJXFSIXZUUTWYNSLITHZRJSYFYNTS
&XXNXYX\NYMXUJHNFQUWTOJHYXNSHQZINSLHTSYWFHYX
invoicing, and budget documentation related to
UZGQNHFWYUWTOJHYX
• Oversees and manages the Adopt-a-Bench
Program.
Council Agenda 9-29-2026 3.A-67
Attachment 1
Packet Page 69
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 66
Position title Authorized
positions
Designation Key roles and responsibilities
Lead Recreation
Coordinator
1 Part-time
(up to 27 hrs
UJW\P
• 5WT[NIJXHTTWINSFYNTSTKWJHWJFYNTSUWTLWFRXFSI
KFHNQNYFYJXUWTLWFRRNSL
• Participates in the development, implementation,
FSIRFNSYJSFSHJTKUWTLWFRTKKJWNSLXT[JWXJJX
and maintains schedules aligning program
TKKJWNSLX\NYMKFHNQNY^F[FNQFGNQNY^
• Advertises and recruits contract instructors and
teachers to assist in designing youth and adult
classes and programs.
• Coordinates program billing, payments, and
HTSYWFHYX*SXZWJXHTRUQNFSHJ\NYMFUUQNHFSYX
appropriate permitting, insurance, rental
FLWJJRJSYXFSIKJJXFWJUWTUJWQ^FIIWJXXJI
• Oversees, monitors, manages, and leads program
J[JSYXFSIFHYN[NYNJX\MJSWJVZNWJI8ZUUTWYX
participant registration and maintains rosters and
logs. Prepares and maintains reports,
HTWWJXUTSIJSHJFSIXYFKKRFSZFQX
• Provides division-\NIJFIRNSNXYWFYN[JXZUUTWYKTW
WJHWJFYNTSFSIKFHNQNY^UWTLWFRRNSLHTSYWNGZYNSL
to overall program operations and daily
administrative needs.
• <TWPXHQTXJQ^\NYMYMJ7JHWJFYNTS(TTWINSFYTWFSI
Recreation Manager to support all division events.
8JW[JXFXYMJ7JHWJFYNTS1JFIG^FXXNXYNSL\NYM
event planning, logistics, advertising and
RFWPJYNSLNS[TNHNSL[TQZSYJJWHTTWINSFYNTSIF^-
TK-event operations, and post-J[JSYKTQQT\-up.
• 8JW[JXFXYMJUWNRFW^HTSYFHYKTWHTSYWFHYJI
instructors, supporting contracts, instructor
RFSZFQXFI[JWYNXNSLFSIIJ[JQTURJSYTK&HYN[NY^
,ZNIJTKKJWNSLX2FSFLJXFIZQYFSI^TZYM
UWTLWFRHFQJSIFWXHTRRZSNHFYJX\NYM
instructors regarding enrollment, maintains
registration records, processes instructor invoices
and payments, oversees registration through the
WJHWJFYNTSXTKY\FWJFSIHTRUNQJXIFNQ^HFXM
WJHJNUYX\MNQJJSXZWNSLFHHZWFYJUF^RJSYWJHTWIX
Council Agenda 9-29-2026 3.A-68
Attachment 1
Packet Page 70
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 67
Position title Authorized
positions
Designation Key roles and responsibilities
Recreation
Services
Coordinator
1 Part-time
(15-17 hrs per
\P
• 8JW[JXFXYMJUWNRFW^UTNSYTKHTSYFHYKTWUFWPX
FSIKFHNQNY^NSVZNWNJX2FSFLJXWJSYFQHTSYWFHYX
HFQJSIFWXNSXZWFSHJWJVZNWJRJSYXKJJXNS[TNHJX
FSIHZXYTRJWHTRRZSNHFYNTSX\MNQJUWT[NINSL
KWTSYTKKNHJXZUUTWYKTWKFHNQNY^WJSYFQX
• &XXNXYX\NYMUWJ- and post-event setup and
cleanup and provides day-TK-J[JSYXZUUTWYKTW
recreation programs and events as needed.
• Assists the Recreation Manager and Recreation
(TTWINSFYTW\NYMIN[NXNTS-\NIJFIRNSNXYWFYN[JFSI
TUJWFYNTSFQKZSHYNTSX
Recreation
Assistant
4 Part-time
(15-17 hrs per
\P
• &XXNXYX\NYMYMJUQFSSNSLTWLFSN_FYNTSFSI
HTTWINSFYNTSTKWJHWJFYNTSUWTLWFRX KFHNQNYFYJX
program administration and provides insight,
INWJHYNTSFSINSKTWRFYNTSYTUFWYNHNUFSYXFSI
XYFKK
• &XXNXYX\NYMYMJHWJFYNTSFSIZUIFYJTKYMJ&HYN[NY^ ,ZNIJTYMJW7JHWJFYNTSRFYJWNFQXFSIRFWPJYNSL
• Provides general customer service and
JXYFGQNXMJXRFNSYFNSXWJQFYNTSXMNUX\NYMZXJW
groups.
• &XXNXYX\NYMIF^-TK-event operations, including
QTFINSLZSQTFINSLJVZNURJSYFSIUWT[NINSLJ[JSY
support.
• 5WT[NIJX7JHWJFYNTS)N[NXNTSKWTSYTKKNHJ
administrative support as needed.
Council Agenda 9-29-2026 3.A-69
Attachment 1
Packet Page 71
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 68
Position title Authorized
positions
Designation Key roles and responsibilities
Facility Attendant 2
Part-time
(15-17 hrs per
\P[FWNJX
based on
KFHNQNYNJX
rentals)
• (TSIZHYXWJLZQFWGZNQINSLNSXUJHYNTSXKTWYMJ
UZWUTXJTKITHZRJSYNSLFYYJSIFSHJKFHNQNY^
RFNSYJSFSHJFSIXFKJY^WJUTWYXFSITWLFSN_JXYMJ
NS[JSYTW^TKHZXYTINFQXZUUQNJXFSIJVZNURJSY
• .IJSYNKNJXGZNQINSLRFNSYJSFSHJSJJIXFSIWJUTWYX
YMJXJYTYMJ7JHWJFYNTS2FSLJW\MTHTTWINSFYJX
WJUFNWX\NYM5ZGQNH<TWPX
• 8JW[JXFXYMJUWNRFW^UTNSYTKHTSYFHYKTWKFHNQNY^
users during events, providing excellent customer
XJW[NHJFSIJSXZWNSLWJSYFQWJVZNWJRJSYXFWJRJY
2TSNYTWXKFHNQNY^ZXJXYMWTZLMTZYYMJWJSYFQUJWNTI
FSIXJW[JXFXFUTNSYTKHTSYFHYKTWXJHZWNY^IZWNSL
events.
• 5JWKTWRXUWJ- and post-J[JSY\FQPYMWTZLMX\NYM
WJSYJWXRTSNYTWXKFHNQNYNJXIZWNSLJ[JSYXYTJSXZWJ
YMJ^WJRFNSHQJFSXFKJFSINSLTTIHTSINYNTS
UJWKTWRXWTZYNSJOFSNYTWNFQIZYNJXFSIFIIWJXXJX
KFHNQNY^SJJIXYMWTZLMTZYJ[JSYX
• (TRRZSNHFYJX\NYMYMJ7JHWJFYNTS2FSFLJWTW
7JHWJFYNTS8JW[NHJX(TTWINSFYTWWJLFWINSLKFHNQNY^
conditions and event outcomes and provides
NSKTWRFYNTSSJHJXXFW^YTIJYJWRNSJHTRUQNFSHJ
\NYMWJSYFQWJVZNWJRJSYXFSIJQNLNGNQNY^KTWIJUTXNY
WJKZSIX
Council Agenda 9-29-2026 3.A-70
Attachment 1
Packet Page 72
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 69
Position title Authorized
positions
Designation Key roles and responsibilities
Volleyball
Coordinator
1 Part-time
(13-15 hrs per
\P
• 4[JWXJJX\JJPQ^FSIXJFXTSFQHTZWYRFNSYJSFSHJ
NSHTTWINSFYNTS\NYMYMJ7JHWJFYNTS2FSFLJWFSI
5ZGQNH<TWPX&XXNXYX\NYMWJSYFQXHMJIZQNSL
signage, inspections, and maintenance needs to
JSXZWJHTZWYXFWJXFKJFSIWJFI^KTWZXJ
• Supports youth and adult volleyball programs by
JSXZWNSLHTZWYXFSIJVZNURJSYFWJUWTUJWQ^
prepared and available.
• Coordinates and oversees six annual beach
[TQQJ^GFQQYTZWSFRJSYXKWTR2F^YMWTZLM&ZLZXY
NSUFWYSJWXMNU\NYMYMJ(FQNKTWSNF'JFHM;TQQJ^GFQQ
Association.
• &XXNXYX\NYMXHMJIZQNSLGJFHM[TQQJ^GFQQWJSYFQX
HTZWYXNLSFLJNSXUJHYNTSXFSIHTRRZSNHFYNTSTK
maintenance needs.
• Coordinates adult volleyball programming
seasonally.
TOTAL 11
2.4 INTERDEPARTMENTAL COORDINATION
The Tourism and Events Department relies heavily on cross-departmental collaboration to XZHHJXXKZQQ^XZUUTWYNYXTUJWFYNTSX8UJHNKNHFQQ^YMNXTUJWFYNTSFQXZUUTWYNSHQZIJX • Public Works. 5WT[NIJXKFHNQNY^RFNSYJSFSHJUFWPTUJWFYNTSX\FXYJRFSFLJRJSYFSIJ[JSY FXXNXYFSHJ9MJ(;'XZGRNYXRFNSYJSFSHJWJVZJXYXYMWTZLM5ZGQNH8YZKK XTTSYTGJ
converted to CityWideFSIWJHJN[JX5ZGQNH<TWPXXZUUTWYKTWRFOTWJ[JSYXNSHQZINSLXJYZU HQJFSZUFSIHTTWINSFYNTSTKUTWYFGQJWJXYWTTRX7JHWJFYNTSLJSJWFQQ^RFSFLJXNYXT\SJ[JSY QTLNXYNHXFSIXZGRNYXWJVZJXYXYT5ZGQNH<TWPXG^JRFNQTWG^XZGRNYYNSLFXJW[NHJWJVZJXY KTWRKTWFXXNXYFSHJ\NYMYFGQJXJVZNURJSYFSIJQJHYWNHFQFHHJXX4SXNYJXZUUTWYNXQJXX HTSXNXYJSYQ^F[FNQFGQJKTWXMTWYJW7JHWJFYNTSJ[JSYXGJHFZXJYMJXJFXXNLSRJSYXFWJ[TQZSYFW^ FSIY^UNHFQQ^UWT[NIJKJ\JWT[JWYNRJMTZWXYMFSYMJQTSLJWXMNKYXFXXTHNFYJI\NYM(;'J[JSYX • Police and Fire. 5WT[NIJJ[JSYXJHZWNY^YWFKKNHHTSYWTQFSIUZGQNHXFKJY^XZUUTWYKTWJFHM event as coordinated and available.
• Finance (Administrative Services). (TTWINSFYJX\NYMJFHMIN[NXNTSKTWUF^RJSYXNS[TNHNSL IJUTXNYXFSIWJHTWIXUWTHJXXNSL9MJ(;'UWTHJXXJXNS[TNHJXFSIYWF[JQKTWRXYMWTZLM 1FXJWKNHMJFSIWJQNJXTS+NSFSHJKTW9WFSXNJSY4HHZUFSH^9F] 949FSI1TILNSL'ZXNSJXX
Council Agenda 9-29-2026 3.A-71
Attachment 1
Packet Page 73
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 70
.RUWT[JRJSY)NXYWNHY
1'.)WJ[NJ\XFSINSKTWRFYNTS7JHWJFYNTSHTTWINSFYJX\NYM+NSFSHJTS UWTLWFRKJJXFSIWJSYFQIJUTXNYXYWFHPXKFHNQNY^WJXJW[FYNTSXZXNSL8MFWJ5TNSYFSIZYNQN_JX YMJ&HYN[J3JYXTKY\FWJUQFYKTWRKTWUWTLWFRFSIHQFXXWJLNXYWFYNTSX7JHWJFYNTSXYFKKUWTHJXX NS[TNHJXFSIYWF[JQKTWRXYMWTZLM1FXJWKNHMJFX\JQQFXZYNQN_NSLYMJ4ZYQTTPHFQJSIFWYT XHMJIZQJUFWPXMFQQXFSIFYMQJYNHKFHNQNY^WJXJW[FYNTSX • Human Resources. Supports ongoing operations by managing department recruitment, HTSIZHYNSLHQFXXNKNHFYNTSFSIHTRUJSXFYNTSXYZINJXFSIT[JWXJJNSLXYFKKJ[FQZFYNTSXFSI YWFNSNSLYTJSXZWJYMJIJUFWYRJSY
X\TWPKTWHJSJJIXFWJRJY
• Risk Management. 5WT[NIJXNSKTWRFYNTSFSINXJSLFLJITSFSFX-needed basis. Liability and XFKJY^FWJUWNRFWNQ^FIIWJXXJIYMWTZLMGFXJQNSJJ[JSYNSXZWFSHJWJVZNWJRJSYXWFYMJWYMFS hands-TSWNXPT[JWXNLMYFSI7NXP2FSFLJRJSYXYFKKMF[JSTYWTZYNSJQ^GJJSNSHQZIJINSYMJ Special Events Committee meetings.
Council Agenda 9-29-2026 3.A-72
Attachment 1
Packet Page 74
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 71
3.1 ADVISORY BOARDS
PARKS, RECREATION & BEAUTIFICATION COMMISSION (PRBC)
9MJ5FWPX7JHWJFYNTS
'JFZYNKNHFYNTS(TRRNXXNTS
57'(XJW[JXFXFKN[J-member advisory
body to the City Council regarding community recreation and public spaces. The Commission’s HTWJTZYQNSJIKZSHYNTSXNSHQZIJ
• Advising on Recreation and Events. 5WT[NINSLWJHTRRJSIFYNTSXFSIWJ[NJ\KTWYMJ(NY^ X
recreational programming, community events, and leisure activities to ensure they meet the SJJIXTKWJXNIJSYX
• Guiding Capital Improvements. &I[NXNSLTSUFWPFHVZNXNYNTSKFHNQNY^IJ[JQTURJSYFSI maintenance, including some hands-TSNS[TQ[JRJSYXZHMFXXJQJHYNSLIJXNLSXKTWRFOTW NSKWFXYWZHYZWJZULWFIJXFY(MZRFXMFSI5FQNXFIJXUFWPX • Promoting City Beautification. Directing and coordinating city-\NIJGJFZYNKNHFYNTSJKKTWYXFSI UZGQNHFWYUWTLWFRXQNPJZYNQNY^GT]UFNSYNSLZUIFYJIUFWPXNLSFLJFSIRJRTWNFQNSXYFQQFYNTSX • Facilitating Project Implementation. Utilizing smaller ad-hoc subcommittees to actively FI[FSHJXUJHNKNHKFHNQNY^UQF^LWTZSIFSIGJFZYNKNHFYNTSUWTOJHYXTZYXNIJTKYMJNWKTWRFQGN- monthly meetings.
9MJ7JHWJFYNTS2FSFLJWXJW[JXFXYMJUWNRFW^XYFKKQNFNXTSFSI7JHWJFYNTSXYFKKFYYJSI (TRRNXXNTSRJJYNSLX9MJ5ZGQNH<TWPX)JUFWYRJSYMFXXTRJNS[TQ[JRJSYTZYXNIJTKWJLZQFW RJJYNSLXFSIWJ[NJ\XUWTOJHYUWTUTXFQXFY[FW^NSLXYFLJXTKYMJUWTHJXX
CBV/LODGING BUSINESS IMPROVEMENT DISTRICT (LBID) ADVISORY BOARD 9MJ(;'1TILNSL'ZXNSJXX.RUWT[JRJSY)NXYWNHY
1'.)&I[NXTW^'TFWIXJW[JXFXYMJXYWFYJLNH
LZNINSLGTI^KTWYMJ(NY^
XYTZWNXRJKKTWYX.YXHTWJKZSHYNTSXNSHQZIJ
• Directing Tourism Strategy. &I[NXNSLYMJ(TSKJWJSHJFSI;NXNYTWX'ZWJFZ (;'TSRFWPJYNSL
public relations, and large-scale event strategies to promote Pismo Beach as a tourist destination and drive overnight hotel stays.
• Overseeing Revenue Allocation. 2FSFLNSLYMJKZSIXLJSJWFYJIG^YMJ1'.)FXXJXXRJSYTS short-YJWRQTILNSLYTKZSIIJXYNSFYNTSRFWPJYNSLFIRNSNXYWFYNTSFSIYWF[JQNSIZXYW^ promotion.
3. EXTERNAL RESOURCES
Council Agenda 9-29-2026 3.A-73
Attachment 1
Packet Page 75
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 72
• Funding Capital Improvements. ,ZNINSLYMJFQQTHFYNTSTKYMJFIINYNTSFQ 1'.)FXXJXXRJSY
IJINHFYJIXUJHNKNHFQQ^YT[NXNYTW-XJW[NSLHFUNYFQUWTOJHYXNSKWFXYWZHYZWJFSIHTRRZSNY^ enhancements.
• Guiding Economic Investments. (TQQFGTWFYNSL\NYM(NY^QJFIJWXMNUYTXMFUJJHTSTRNH XYWFYJLNJXFSIJ[JSYUTWYKTQNTXYMFYGFQFSHJYMJKNSFSHNFQSJJIXTKYMJQTHFQMTXUNYFQNY^ NSIZXYW^\NYMQTHFQN_JIHTRRZSNY^GJSJKNYX
9MJ9TZWNXRFSI*[JSYX)NWJHYTWNXYMJUWNRFW^XYFKKQNFNXTSFSI(TSKJWJSHJFSI;NXNYTWX'ZWJFZ XYFKKFYYJSI'TFWIRJJYNSLX9MJ(NY^
XRFWPJYNSLKNWR9/&&I[JWYNXNSLMFXXNLSNKNHFSY
NS[TQ[JRJSYNSUWTOJHYINXHZXXNTSXFSIFYYJSIX'TFWIRJJYNSLXYTLZNIJ public relations and \JGXNYJXYWFYJLNJX
3.2 ECONOMIC FACTORS
5NXRT'JFHMѣX[NXNYTWJHTSTR^WJRFNSXFIWN[JWTKWJLNTSFQJHTSTRNH[NYFQNY^\JQHTRNSL FUUWT]NRFYJQ^RNQQNTS[NXNYTWXNS\MTLJSJWFYJI RNQQNTSNSINWJHYXUJSINSL\NYM QTILNSLHFUYZWNSLYMJQFWLJXYXMFWJFY
RNQQNTS9MNXHTSXistent volume is anchored
G^NHTSNHQTHFQNSKWFXYWZHYZWJ\NYMYMJ5NXRT5NJWWJHTWINSL
KTTY-YWFKKNHHTZSYXIZWNSL
the Fiscal Year 2025–2026 cycle.
(FQNKTWSNFѣX8FS/TFVZNS;FQQJ^NXYMJIJXYNSFYNTS
XUWNRFW^IWN[JRFWPJYMNXYTWNHFQQ^FHHTZSYNSL
KTW
YT
TKXJFXTSFQFWWN[FQXFSIHFUYZWNSLZUYT
TKIF^YWNUXFSI
TKT[JWSNLMY
XYF^XIZWNSLUJFPXZRRJW\NSIT\X8YF^XFHWTXX5NXRT'JFHMFWJ administratively modeled at FSF[JWFLJTKY\TSNLMYX\MNQJWJFQ-\TWQIHFRUFNLS-XUJHNKNHYWFHPNSLNSINHFYJXFWJFQ-time length TKXYF^WFSLNSLGJY\JJS
FSI
SNLMYX+ZWYMJWRTWJGTTPNSLHFRUFNLSXWJ[JFQFS
F[JWFLJTKYTYWF[JQJWXUJWGTTPNSLUFWY^\MTLJSJWFYJFSF[JWFLJIFNQ^XUJSITK
UJWYWF[JQJW\NYMF[JWFLJT[JWFQQYWNUXUJSIXJXYNRFYJIFY YT UJWYWF[JQJWUJW
GTTPNSL1'.)FXXJXXRJSYWJ[JSZJXFWJTZYQNSJIGJQT\\NYMWJQFYN[JQ^XYFGQJWJ[JSZJLJSJWFYNTS during YMJUFXYKTZW^JFWX\NYMFXZGXYFSYNFQNSHWJFXJNS+NXHFQ>JFWFSIWJQFYN[JQ^ consistent revenue during the past three years.
TOURISM-RELATED REVENUES FY 2021–FY 2025
FY 2021 FY 2022 FY 2023 FY 2024 FY 2025
LBID
Assessment
Revenue
$2,703,948 $3,090,688 $2,813,544 $2,740,782 $2,745,059
City Sales
Tax
Revenue
$4,998,485 $6,127,110 $6,074,484 $5,857,109 $6,580,812
Transient
Occupancy
Collections
$14,209,579 $17,010,748 $15,481,136 $15,083,303 $15,112,396 Council Agenda 9-29-2026 3.A-74
Attachment 1
Packet Page 76
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 73
FY 2021 FY 2022 FY 2023 FY 2024 FY 2025
TOTAL $21,912,012 $26,228,546 $24,369,164 $23,681,194 $24,438,267 9MNXIFYFHFUYZWJXFSSZFQQTILNSLUJWKTWRFSHJRJYWNHXXTZWHJIKWTR897 8RNYM9WF[JQ
7JXJFWHMYWFHPNSLY\THTWJNSINHFYTWXFHWTXXFKN[J-^JFWUJWNTIKWTRYMWTZLM
MARKETING, VISITOR, AND REVENUE DATA
Data Element 2021 2022 2023 2024 2025
LODGING PERFORMANCE (STR)
Occupancy
(Annual
Average)
65.8% 64.6% 60.8% 60.0% 60.8%
Room
Revenue $150,116,391 $141,652,860 $131,752,332 $128,936,937 $135,344,697
9MJKNWXYHTRUTSJSYFSSZFQF[JWFLJTHHZUFSH^RJFXZWJXYMJUJWHJSYFLJTKF[FNQFGQJWTTRX XTQIFSIXMT\XFLJSJWFQIT\S\FWIYWJSIKWTRFUJFPTK
YTWTZLMQ^
NS
NSINHFYNSLXTKYJSNSLIJRFSIWJQFYN[JYTF[FNQFGQJNS[JSYTW^9MJXJHTSIHTmponent, room WJ[JSZJHFUYZWJXYTYFQITQQFWXLJSJWFYJIKWTRWTTRXFQJXFSIKTQQT\XFXNRNQFWIJHQNSJKWTR RNQQNTSNSYTFQT\TK
RNQQNTSNSGJKTWJUFWYNFQQ^WJHT[JWNSLYT million in 2025.
CONTRACTED SERVICES
9MJ1'.)GZILJYNSHQZIJX
FSSZFQQ^KTWHTSYWFHYXJW[NHJX.SYMJ(NY^WJSJ\JINYX HTSYWFHY\NYM9/&&I[JWYNXNSLKTWFKN[J-^JFWYJWRYTNRUQJRJSYFRFWPJYNSLUQFSJSHTRUFXXNSL UZGQNHWJQFYNTSXXTHNFQRJINFFSIRFSFLJRJSYTKYMJ*]UJWNJSHJ 5NXRT'JFHM\JGXNYJ9/& MFXRFSFLJIYMJ(NY^ѣXRFWPJYNSLUTWYKTQNTXKTWSJFWQ^^JFWXFSIJRUQT^XLJTQTHFYNTS-based INLNYFQRFWPJYNSLYTINWJHYWJKJWWFQXYTQTHFQQTILNSLUWTUJWYNJXFSIXZUUTWYXYMJUQFSSNSLFSI UWTRTYNTSTKRFOTW(NY^-produced events. 9MNXHTSYWFHYNXRFSFLJIG^(;'XYFKK\NYM JSLFLJRJSYKWTRYMJ1'.)&I[NXTW^'TFWI'^HTSYWFXYWJHWJFYNTSXYFKKNSYJWSFQQ^RFSFLJ RFWPJYNSLKTWHTRRZSNY^UWTLWFRXIWF\NSLTSQ^RNSNRFQQ^TS9/& XFXXNXYFSHJ
CONTRACTED MEDIA BUDGETARY COMPONENTS
FY 2026 FY2027
CVB MEDIA EXPENSE BUDGET
Event Promotion $70,000 $70,000
Graphic Production $10,000 $10,000
Public Relations $18,000 $18,000
Council Agenda 9-29-2026 3.A-75
Attachment 1
Packet Page 77
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 74
FY 2026 FY2027
Social Media $20,000 $20,000
Stay Vacation Campaign $50,000 $50,000
8YJ\FWIXMNUFSI*IZHFYNTS $40,000 $40,000
Web Maintenance and Development $15,000 $15,000
Total CVB Marketing $223,000 $223,000
LBID MEDIA EXPENSE BUDGET
Advertising and Media, Digital, Print,
Broadcast, Streaming $521,482 $521,482
Branding Graphic Design $38,588 $38,588
Contingency Advertising $44,100 $44,100
Cooperative Media $44,100 $44,100
*[JSY2FWPJYNSLFSI)J[JQTURJSY $110,250 $110,250
.SKQZJSHJW(TSYJSY)J[JQTURJSY $55,125 $55,125
3J\2FWPJY)J[JQTURJSY8FHWFRJSYT
San Diego, and Portland $143,325 $143,325
Public Relations $77,175 $77,175
Social Media $88,200 $88,200
;NIJT5WTIZHYNTSKTW8THNFQ2JINFFSI
Events Website $55,125 $55,125
Website Design and Maintenance $92,610 $92,610
>TZ9ZGJ+FHJGTTP.SXYFLWFR&I[JWYNXNSL $77,175 $77,175 Total LBID Marketing $1,347,255 $1,347,255
Total Contracted Marketing $1,570,255 $1,570,255
9MJHTSYWFHYJIRFWPJYNSLGZILJYYTYFQX
FSSZFQQ^FHWTXX+NXHFQ>JFWFSI+NXHFQ
>JFW
MJQIKQFYGJY\JJSYMJY\T^JFWX.YHTRGNSJXY\TKZSINSLXTZWHJX YMJ(;'RJINF GZILJY
WTZLMQ^
HT[JWNSLJ[JSYUWTRTYNTSUZGQNHWJQFYNTns, social media, and related destination-RFWPJYNSLFHYN[NYNJXFSIYMJQFWLJW1'.)RJINFGZILJY
WTZLMQ^
\JNLMYJIYT\FWIUFNIFI[JWYNXNSLFSIRJINFSJ\RFWPJYIJ[JQTURJSYFSIJ[JSY RFWPJYNSL
2024 2025
MARKETING & PERFORMANCE DATA
Email List Size, Year-end 111,111 190,000
Email Open Rate 25% 53.1%
;NXNYTW,ZNIJ7JVZJXYX 7,137 4,312
Council Agenda 9-29-2026 3.A-76
Attachment 1
Packet Page 78
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 75
2024 2025
1TILNSL7JKJWWFQ(QNHPX 94,475 98,839
3J\XQJYYJW8NLS-ups – 5FLJ;NJ\X 1,138 870
9MNXIFYFYWFHPXKN[JINLNYFQFSI[NXNYTW-JSLFLJRJSYRFWPJYNSLRJYWNHXHTRUFWNSLYT 9MJJRFNQUWTLWFRXMT\JIXYWTSLLFNSX\NYMYMJ^JFW-JSIJRFNQQNXYLWT\NSLKWTRWTZLMQ^ YT
XZGXHWNGJWXFSIYMJTUJSWFYJRTWJYMFSITZGQNSLKWTR YT
1TILNSLWJKJWWFQHQNHPXFQXTWTXJRTIJXYQ^KWTR
YT
9\TRJYWNHXIJHQNSJI
MT\J[JW [NXNYTWLZNIJWJVZJXYXKJQQKWTR
YTFSISJ\XQJYYJWXNLS-ZUUFLJ[NJ\X
IWTUUJIKWTR
YT
XZLLJXYNSLFXMNKYNSMT\[NXNYTWX are engaging. This is largely FYYWNGZYJIYTFSJ\INLNYFQIT\SQTFITUYNTSKTW;NXNYTW,ZNIJNSKTWRFYNTSTSQNSJ
PARTNER ORGANIZATIONS
9MJ9TZWNXRFSI*[JSYX)JUFWYRJSYWJQNJXMJF[NQ^TSFIN[JWXJSJY\TWPTKJ]YJWSFQUFWYSJW TWLFSN_FYNTSXYTXZHHJXXKZQQ^J]JHZYJNYXJ]YJSXN[JUTWYKTQNTTKHTRRZSNY^UWTLWFRXQFWLJ-scale J[JSYXFSIIJXYNSFYNTSRFWPJYNSLHFRUFNLSX'JHFZXJYMJIJUFWYRJSYTUJWFYJX\NYMFQJFSHTWJ XYFKKYMJXJHTQQFGTWFYN[JWJQFYNTSXMNUXFWJJXXJSYNFQYTJ]UFSINSLNYXTUJWFYNTSFQGFSI\NIYMFSI RF]NRN_NSL(NY^WJXTZWHJX9MJYFGQJGJQT\UWT[NIJXFST[JW[NJ\TKYMJHTWJUFWYSJWXMNUXYMFY are relied upon.
PARTNER ORGANIZATIONS
Organization Key Roles and Responsibilities
5NXRT'JFHM(MFRGJWTK
Commerce
5FWYSJWX\NYMYMJ9TZWNXRFSI*[JSYX)JUFWYRJSYYT
host and promote community-centric events that
IWF\GTYMWJXNIJSYXFSI[NXNYTWX0J^HTQQFGTWFYN[J
J[JSYXNSHQZIJYMJ(QFR+JXYN[FQ<NSJ<FQPFSIYMJ
IT\SYT\S(MWNXYRFXG^YMJ8JFHJQJGWFYNTS
5NXRT'JFHM-TXUNYFQNY^
Association
Acts as a collaborative partner alongside the LBID
and the City Council to sustain the local tourism
JHTSTR^*SXZWJXYMFYYMJSJJIXFSIHTSHJWSXTK
local businesses are represented in city-\NIJ
UQFSSNSLFSIJHTSTRNH[NYFQNY^JKKTWYX
Council Agenda 9-29-2026 3.A-77
Attachment 1
Packet Page 79
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 76
Organization Key Roles and Responsibilities
Educational and
8YJ\FWIXMNU5FWYSJWX
(FQ
Poly)
5FWYSJWX\NYMYMJ(;'
RFSFLJIG^9/&NS
UFWYSJWXMNU\NYM(FQ5TQ^ѣX7ZYYJSGJWL2FWNSJ'NTQTL^
1FG(FQNKTWSNF8YFYJ5FWPXFSI1FSI(TSXJW[FSH^
etc.) to spearhead local clam conservation, research,
and environmental education. Coordinates
educational outreach such as school assemblies,
INXYWNGZYNTSTKXYJ\FWIXMNUFHYN[NY^GTTPXFSI
NSYJWFHYN[J\NQIQNKJGTTYMXIZWNSLYMJ(QFR+JXYN[FQYT YJFHM[NXNYTWXMT\YTJYMNHFQQ^WJGZW^HQFRX9MJ0NIX (QFR7JXHZJFQXTYFPJXUQFHJNSYMJ8YJ\FWIXMNU
area at Clam FesYN[FQFXF(;'UFWYTKYMJJ[JSY
RZHMQNPJYMJ(QFR(MT\IJW(TTP-4KKNXUFWYTKYMJ
CVB activities.
Volunteers and Volunteer
Groups
&XXNXYYMJ7JHWJFYNTS)N[NXNTS\NYMYMJQTLNXYNHX
XJYZUFSITUJWFYNTSTKRFOTWHTRRZSNY^J[JSYX
(FQNKTWSNF'JFHM;TQQJ^GFQQ
Association (CBVA)
5FWYSJWXINWJHYQ^\NYMYMJ7JHWJFYNTS)N[NXNTSYTMTXY volleyball tournaments throughout the summer. Their
role is to strengthen collaborative, active, and
community-KTHZXJIWJHWJFYNTSTSYMJGJFHM
Neighboring Cities (Grover
Beach and Arroyo Grande)
(TQQFGTWFYJXHQTXJQ^\NYMYMJ7JHWJFYNTS)N[NXNTSYT
UTTQWJXTZWHJXFSIUWT[NIJRTWJTUUTWYZSNYNJXKTW
WJXNIJSYX8UJHNKNHFQQ^5NXRT'JFHM\TWPX\NYM
Grover Beach and Arroyo Grande to design and
HWJFYJYMWJJHTRGNSJIFHYN[NY^LZNIJXUJW^JFW\MNHM
are distributed to 23,000 homes.
Event Sponsors 7JHWJFYNTSFHYN[JQ^WJHWZNYXFSIUFWYSJWX\NYMFGFXJ TKQTHFQXUTSXTWX9MJWTQJTKYMJXJXUTSXTWXNXYT
UWT[NIJKNSFSHNFQHTSYWNGZYNTSXTWUWN_JITSFYNTSX
XZHMFXKTWYMJ8YWNIJ\NYMYMJ9NIJJ[JSYYTMJQU
support event costs and enhance the experience KTW
participants.
Independent Instructors
(Includes approximately 30
independent contractors)
5FWYSJW\NYM7JHWJFYNTSYTKFHNQNYFYJ^JFW-round
recreational classes and camps (such as yoga,
\FYJWHTQTWYJSSNXFSIXZWKHFRUX9MJXJ
NSXYWZHYTWXIJXNLSYMJHQFXXJXFSIUWT[NIJYMJNWT\S
JVZNURJSYFSINSXZWFSHJ\MNQJYMJ(NY^UWT[NIJXYMJ
KFHNQNYNJXFnd handles the ActiveNet participant
registrations and billing.
Council Agenda 9-29-2026 3.A-78
Attachment 1
Packet Page 80
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 77
9MNXHMFUYJWNSHQZIJX\TWPQTFIIFYFWJQJ[FSYYTYTZWNXRFSIWJHWJFYNTSTUJWFYNTSXXZHMFX [NXNYTW[TQZRJJ[JSYFYYJSIFSHJUWTLWFRWJLNXYWFYNTSXFSIKFHNQNY^ZXFLJ9MNXIFYF\FX UWNRFWNQ^LJSJWFYJIKWTR(NY^XYFKK
4.1 SERVICE SCOPE AND WORKLOAD DRIVERS
9MJ9TZWNXRFSI*[JSYX)JUFWYRJSYNSHQZIJXYMJ(TSKJWJSHJFSI;NXNYTWX'ZWJFZFSI 7JHWJFYNTS)N[NXNTS\MNHMXZUUTWYYTZWNXRJHTSTRNHFHYN[NY^HTRRZSNY^UWTLWFRRNSLFSI VZFQNY^TKQNKJ9MJ(;'RFSFLJXIJXYNSFYNTSRFWPJYNSLUZGQNHWJQFYNTSXYTZWNXRXYrategy, 1TILNSL'ZXNSJXX.RUWT[JRJSY)NXYWNHYKZSIXFSIYMJ;NXNYTW.SKTWRFYNTS(JSYJW7JHWJFYNTS T[JWXJJXHQFXXJX^TZYMHFRUXXUTWYXUWTLWFRXKFHNQNY^WJSYFQXHTRRZSNY^J[JSYXFSI GJFZYNKNHFYNTSNSNYNFYN[JX
4.2 CVB AND TOURISM WORKLOAD DATA
(;'\TWPQTFINXIWN[JSG^RFOTW(NY^J[JSYXNSHQZINSLYMJ+TZWYMTK/ZQ^HJQJGWFYNTS(QFR +JXYN[FQ(QFXXNH(FW8MT\FSI'FSI7J[NJ\FX\JQQFX[JSITWHTTWINSFYNTSHTSYWFHYXQNHJSXNSL FSIUZGQNHXFKJY^UQFSSNSL9MJIN[NXNTSFQXTUWTHJXXJXFUUWT]NRFtely 75 to 100 special event UJWRNYXFSSZFQQ^RFSFLJXYTZWNXRRFWPJYNSLHTSYWFHYXFSIINLNYFQHTRRZSNHFYNTSXFSI TUJWFYJXYMJ;NXNYTW.SKTWRFYNTS(JSYJWXJ[JSIF^XF\JJP9MJXJSZRGJWXITSTYHTSXNIJW RFS^WJHZWWNSLJ[JSYXNSHQZINSL&WYNSYMJ5FWP5NXRT8ZRRJW2FWPJY,FRJ)F^=YWJRJ Baseball Tournaments, and BSR Sunday Concert Series.
9MJKTQQT\NSLYFGQJWJUWJXJSYXPJ^HTS[JSYNTSYTZWNXRFSI[NXNYTWRJYWNHXYWFHPJIG^YMJ(NY^ T[JWYMJRTXYWJHJSYYMWJJKNXHFQ^JFWX
CVB DIVISION METRICS 2024 – 2026
2024 2025 Jan-June
2026
;NXNYTW.SKTWRFYNTS(JSYJW[NXNYTWX 13,877 14,720 13,182* ;NXNYTWLZNIJXRFUXINXYWNGZYJI Approx.
13,500
Approx.
13,500 Approx. 6,750
2FOTW(NY^-sponsored visitor events
produced 4 4 4
Estimated attendance at City-sponsored
events 132,500 132,500 132,500
Special event permits administered 43 56 22
4. WORKLOAD
Council Agenda 9-29-2026 3.A-79
Attachment 1
Packet Page 81
TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 78
2024 2025 Jan-June
2026
;JSITWXJ]MNGNYTWXFSIKTTI[JSITWX
coordinated 88 90 36**
*[JSYXYFKKXMNKYXHTTWINSFYJI
(NY^FSI
YJRUTWFW^XYFKK
6-
598YFKK
and 0.75
FTE
6-
598YFKK
and 0.75
FTE
6-
598YFKK
and 0.75 FTE
9MJFSSZFQJXYNRFYJKTWYMNXNXKTWYMJ^JFW9MNXSJFWQ^ITZGQJIFSSZFQFRTZSYQNPJQ^ WJXZQYJIKWTRRT[NSLYMJ&NWXYWJFRWJXYFZWFSYTKKYMJUNJWFYYMJJSITKQFXY^JFW\MNHMHQFWNKNJI KTW[NXNYTWXYMJ&NWXYWJFR
XKZSHYNTSFSIXJW[NHJX
9MNXITJXSTYHTSXNIJWYMJFSSZFQ(QFR+JXYN[FQ\MNHMNXFSYNHNUFYJIYTNSHWJFXJYMNXSZRGJW G^YTFYTYFQTK
KTWYMJ^JFW
4.3 RECREATION WORKLOAD DATA
Recreation processes more than 6,000 annual registrations, coordinates 38 contracted NSXYWZHYTWXRFSFLJXRTWJYMFS
KFHNQNY^FSIUFWPWJSYFQXFSIFYMQJYNHKNJQIWJSYFQXFSI XZUUTWYXHTRRZSNY^J[JSYX8J[JSTKYMJXJJ[JSYXFYYWFHYFUUWT]NRFYJQ^,500 to 5,000 FYYJSIJJXFSIWJVZNWJXZGXYFSYNFQUQFSSNSLXUTSXTWXMNUHTTWINSFYNTSXJYZUFSITSXNYJ management.
9MJKTQQT\NSLYFGQJWJUWJXJSYXPJ^WJHWJFYNTSUWTLWFRFSIKFHNQNY^RJYWNHXYWFHPJIG^YMJ(NY^ T[JWYMJRTXYWJHJSYYMWJJKNXHFQ^JFWX
Metric Annual
7JHWJFYNTSUWTLWFRXTKKJWJI 152
Program participants 3,800
Special events produced 29
Event attendance Approx. 25,000
Facility reservations processed 334
Volunteers Approx. 350 volunteers
KTWQFWLJWJ[JSYX
Registrations processed 2,600
Sponsorships managed
&UUWT]
FSSZFQQ^
not including in-PNSI
donations
Contracted instructors 38
Council Agenda 9-29-2026 3.A-80
Attachment 1
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 79
9MJ7JHWJFYNTS)N[NXNTSѣX\TWPQTFIJ]YJSIXGJ^TSIYMJFSSZFQFHYN[NY^YTYFQXWJKQJHYJINSYMJ FHHTRUFS^NSLHMFWY5WTLWFRRNSLNSHQZIJX^TZYMHFRUXFSIFIZQYHQFXXJXXTRJTK\MNHMFWJ TKKJWJIRZQYNUQJYNRJXJFHM\JJP9MJ)N[NXNTS
XWJHWJFYNTSUWTLWFRX WJKQJHY^JFW-round
^TZYMHFRUFSIUWTLWFRTKKJWNSLXNSHQZINSL
^TZYMHFRUXIZWNSLYMJXZRRJWXJFXTS&IZQY
UWTLWFRRNSLHTRUWNXJXFUUWT]NRFYJQ^INXYNSHYHQFXXY^UJXTKKJWJIJFHMRTSYMMJQI^JFW- round and predominantly in the evenings. Together, these recurring schedules yield approximately 820 individual adult class sessions annually, delivered by 38 contracted instructors.
7JLNXYWFYNTSXFWJIN[NIJIJ[JSQ^GJY\JJSTSQNSJFSIYJQJUMTSJYWFSXFHYNTSX\NYMXYFKK RFNSYFNSNSLGTYMXJQK-service and direct customer-XZUUTWYUWTHJXXJX8UJHNFQJ[JSYXWFSLJKWTR 12 senior dances and 6 neighborhood gatherings to 8 large community celebrations, outdoor entertainment, and 6 volleyball tournaments. Facility rentals also generate additional FIRNSNXYWFYN[J\TWPQTFIGJHFZXJNSIN[NIZFQJ[JSYXRF^WJVZNWJRZQYNUQJWJXJW[FYNTSX HTTWINSFYNTSUTNSYXFSIKFHNQNY^GTTPNSLX1FWLJWJ[JSYXIJUJSIMJFvily on volunteer UFWYNHNUFYNTSFSIWJVZNWJFUUWT]NRFYJQ^MTZWXTKXYFKKXZUJW[NXNTSFSSZFQQ^ +TWXUTSXTWXMNUX7JHWJFYNTSXYFKKXUJSIYTMTZWXXJHZWNSLXUTSXTWX\MNHMYTYFQ FUUWT]NRFYJQ^
– FSSZFQQ^STYNSHQZINSLNS-PNSIITSFYNTSX+TWQFWLJWJ[JSYXXYFKK HWJFYJXUTSXTWXMNUUFHPJYXFSIINXYWNGZYJYMJRYTQTHFQGZXNSJXXJX8UTSsors typically receive a GTTYMFYYMJJ[JSYFSIFWJNSHQZIJITSRFWPJYNSLRFYJWNFQX
Council Agenda 9-29-2026 3.A-81
Attachment 1
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 80
9MJ9TZWNXRFSI*[JSYX)JUFWYRJSYZYNQN_JXFWFSLJTKYJHMSTQTL^UQFYKTWRXYTXZUUTWY RFWPJYNSLWJLNXYWFYNTSHTRRZSNHFYNTSFSIWJHTWI-PJJUNSL9MJXZRRFW^GJQT\HFUYZWJXYMJ YJHMSTQTL^HZWWJSYQ^ZXJIFHWTXXYMJYTZWNXRFSIWJHWJFYNTSKZSHYNTSX Name Use
ACTIVE (ActiveNet)
7JLNXYWFYNTSXTKY\FWJZXJIG^YMJ7JHWJFYNTS)N[NXNTSYTRFSFLJT[JW 6,000 participant registrations annually, maintain up-to-date class listings, generate rosters, process independent instructor payments, FSIHTQQJHYRFSIFYTW^TSQNSJ\FN[JWX
SharePoint 7JHWJFYNTSXYFKKWJQ^TS8MFWJ5TNSYFXFXMFWJIINLNYFQIWN[JYTXYTWJ QTTPZUFSIRFSFLJKFHNQNY^WJSYFQITHZRJSYXFSIFUUQNHFYNTSX Laserfiche
Used as the City's primary document and records management X^XYJRYMNXNXMJF[NQ^ZYNQN_JIG^9TZWNXRFSI*[JSYXXYFKKYTUWTHJXX NS[TNHJXYWFHPYWF[JQUFUJW\TWPFSIRFSFLJFHHTZSYXUF^FGQJFSI receivable.
Experience Pismo
Beach
9MJ(TSKJWJSHJFSI;NXNYTWX'ZWJFZ
(;'ZXJX YMNX\JGXNYJYT
J[FQZFYJRFWPJYNSLXZHHJXXZYNQN_NSLLJTQTHFYNTSYWFHPNSLYTRTSNYTW [NXNYTWYWJSIXYWFHPNSLQFSINSLUFLJRJYWNHXKTWRFOTWJ[JSYX QNPJYMJ
(QFR+JXYN[FQFSIYMTK/ZQ^FSIKZSSJQNSLWJKJWWFQXINWJHYQ^YTQTHFQ lodging properties.
Social Media
(Facebook &
Instagram)
9MJ(;'FHYN[JQ^ZYNQN_JXYMJXJUQFYKTWRX
\NYMT[JW
KTQQT\JWXTS.SXYFLWFRYTIWN[JUZGQNHWJQFYNTSXUWTRTYJQTHFQ J[JSYXFSIFHYN[NYNJXFSIGZNQIIJXYNSFYNTSGWFSIF\FWJSJXX Public Stuff
(CityWide
Implementation
Soon)
:XJIYTYWFHPRFNSYJSFSHJWJVZJXYXXJSYYTYMJ5ZGQNH<TWPX )JUFWYRJSY'JHFZXJ5ZGQNH<TWPXNXINWJHYQ^WJXUTSXNGQJKTWYMJ OFSNYTWNFQXJW[NHJXFSIRFNSYJSFSHJTKYMJUFWPXFSIGZNQINSLX XZHM
FX5NXRT'JFHM;JYJWFSX-FQQFSI8MJQQ'JFHM;JYJWFSX-FQQYhe 7JHWJFYNTS)N[NXNTSWJQNJXTSYMNXX^XYJRYTJSXZWJYMJKFHNQNYNJXYMJ^ WJSYTZYYTYMJUZGQNHFWJPJUYHQJFSFSINSLTTIWJUFNW Excel
Used by Recreation to compile, organize, and maintain an accurate NS[JSYTW^TKMTSTWFW^GJSHMJXNSHQZINSLQTHFYNTSIJINHFYNTS NSKTWRFYNTSNSXYFQQFYNTSIJYFNQXFSITSLTNSLRFNSYJSFSHJSJJIX
5. TECHNOLOGY
Council Agenda 9-29-2026 3.A-82
Attachment 1
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 81
APPENDIX A: CURRENT STATE ASSESSMENT
This document contains a Best Practices &XXJXXRJSYYMFYHTRUFWJXGJXYRFSFLJRJSYUWFHYNHJX\NYM HZWWJSYTUJWFYNTSX\NYMNSYMJ9TZWNXRFSI*[JSYX)JUFWYRJSY9MNXWJQFYJXXUJHNܪHFQQ^YTHZWWJSY practices assessed against established best management practices in local government. The analysis is FPJ^HTRUTSJSYTKYMJGWTFIJWXYZI^IJXNLSJIYTNIJSYNK^XYWJSLYMXLFUXFSITUUTWYZSNYNJXKTW NRUWT[JRJSYFHWTXXYMJ(NY^ѣX9TZWNXR7JHWJFYNTSFSI*[JSYXKZSHYNTSX 9MJܪSINSLXTZYQNSJIMJWJNS\NQQINWJHYQ^NSKTWRYMJIJ[JQTURJSYTKYFWLJYJIWJHTRRJSIFYNTSXYT JSMFSHJJܬHNJSH^HTSXNXYJSH^FSIXJW[NHJIJQN[JW^FQNLSNSL\NYMWJHTLSN_JIUZGQNHXJHYTWXYFSIFWIX (TSIZHYNSLYMNXY^UJTKJ[FQZFYNTSUWT[NIJXXNLSNܪHFSY[FQZJG^TKKJWNSLFSTGOJHYN[JGFXJQNSJTKHZWWJSY operations, promoting transparency, and ensuring City services remain responsive to community needs. +ZWYMJWRTWJFQNLSNSL\NYMGJXYUWFHYNHJXXZUUTWYXHTSYNSZTZXNRUWT[JRJSYNSKTWRJIIJHNXNTS-RFPNSL FSIFHHTZSYFGNQNY^ZQYNRFYJQ^HTSYWNGZYNSLYTRTWJJKKJHYN[JLT[JWSFSHJFSIUZGQNHYWZXY
2. INTRODUCTION
Council Agenda 9-29-2026 3.A-83
Attachment 1
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 82
2.1 DIAGNOSTIC ASSESSMENT
9MJFXXJXXRJSYTKGJXYUWFHYNHJXNXIN[NIJINSYTYMJRFOTWXZGXJHYNTSXTK • Governance and Strategy.
• 5JWKTWRFSHJ2FSFLJRJSY
• Internal Coordination and Communication.
• Community Partnerships and External Coordination.
• 2FWPJYNSL(TRRZSNHFYNTSXFSI)JXYNSFYNTS8YJ\FWIXMNU • 7NXP2FSFLJRJSY&HHJXXNGNQNY^FSI+ZSINSL
• Technology.
.YWJUWJXJSYXFSNRUTWYFSYXYJUNSYMJUWTOJHYG^WJUTWYNSLTSNSNYNFQPJ^ܪSINSLXFSITUUTWYZSNYNJXWJQFYJI YTYMJ(NY^ѣXYTZWNXRJ[JSYXFSIWJHWJFYNTSKZSHYNTSX 9TFXXJXXTUJWFYNTSFQXYWJSLYMXFSINRUWT[JRJSYTUUTWYZSNYNJXYMJUWTOJHYYJFRZYNQN_JIFXJYTK NSIZXYW^GJXYRFSFLJRJSYUWFHYNHJXTZYQNSNSLJKKJHYN[JTUJWFYNTSFQUWFHYNHJXFLFNSXY\MNHMYTJ[FQZFYJ YMJ[FWNTZXTUJWFYNTSXFSIHTRUTSJSYXTKYMJ(NY^ѣXT[Jrall organizational and operational processes and KZSHYNTSX(TQQJHYN[JQ^YMJGJXYUWFHYNHJXHTSXNXYTK • 8YFYJRJSYXTKѦGJXYUWFHYNHJXѧѦWJHTRRJSIJIUWFHYNHJXѧTWUJWKTWRFSHJYFWLJYXIJWN[JIKWTR SFYNTSFQUWTKJXXNTSFQTWLFSN_FYNTSXNSHQZINSLYMJ.SYJWSFYNTSFQ(NY^(TZSY^2FSFLJRJSY&XXTHNFYNTS
.(2&3FYNTSFQ7JHWJFYNTSFSI5FWP&XXTHNFYNTS
375&)JXYNSations International, and International
Festivals & Events Association (IFEA).
• 8YFYJRJSYXTKѦGJXYTWUWJ[FNQNSLUWFHYNHJXѧGFXJITSYMJXYZI^YJFRѣXJ]UJWNJSHJNSJ[FQZFYNSLMNLM- UJWKTWRNSLTUJWFYNTSFQWJ[NJ\X
• .IJSYNܪHFYNTSTK\MJYMJWYMJ(NY^ RJJYXYMJXJUJWKTWRFSHJYFWLJYX 9MJINFLSTXYNHFXXJXXRJSYNXTSJTKXJ[JWFQYTTQXZXJIYTNIJSYNK^TUUTWYZSNYNJXKTWWJKTWR.Y\NQQGJ ZXJIFQTSL\NYMNSKTWRFYNTSTGYFNSJIKWTRXYFPJMTQIJWXZW[J^XFSIKTHZXLWTZUXKJJIGFHPKWTR(NY^ XYFKKFSIIFYFFSFQ^XNXG^YMJUWTOJHYYJFRYTIJ[JQTUFܪSFQXJYTKWJHTRRJSIFYNTSX A ‘ဓ’ indicates that the best practice is met. An ‘X’ in the “Meets Target” column indicates that the UWFHYNHJITJXSTYRJJYYMJIJXHWNGJITUJWFYNTSFQYFWLJY&ѢcѣNSINHFYJXUWTLWJXXYT\FWI TWUFWYNFQQ^
meets) the operational target.
2. BEST MANAGEMENT PRACTICES
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Attachment 1
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 83
PRACTICE STATEMENT
DESCRIPTION
MEETS COMMENT
GOVERNANCE AND STRATEGY
1. There are an established mission
statement and strategic plan that
address tourism, events, and
recreation goals aligned with city
priorities.
~
The City has an overarching Vision Statement and the City Council Goals (such as prioritizing “Quality of Life”). The Tourism and *vents Department lacPs its own uniܪed
mission statement. Furthermore, while the Conference and Visitors Bureau (CVB) utilize a 3-year Strategic Marketing Plan (2025-2028) developed by TJA Advertising, there is no long-range plan that guides the Recreation Division or
integrates the department’s event portfolio and operations.
2. There are clearly deܪned leadership
roles and responsibilities, supported by
an established chain of command that
delineates reporting relationships,
accountability, and decision-making
authority.
~
An oܬcial chain of command and leadership roles are clearly deܪned in writing. -owever, the City’s approach has
historically included department director’s oversight focused heavily toward CVB functions, with very limited
interaction/involvement with the Recreation Division’s
programs and community events.
3. Structured communication and
coordination occur with city
management and other city
departments through meetings,
reporting processes, and ongoing
collaboration.
~
There is some cross-departmental coordination through the Special Events Committee, but there is a lack of broader systematic communication. The two divisions operate in
silos, are physically separated, and lack ongoing internal meetings and collaboration.
4. The scope and level of ongoing
department programs and services are
deܪned in writing. X
While individual job descriptions and CVB marketing plans outline speciܪc division duties there is no comprehensive, written deܪnition of the department
s overall scope of
programs and services, resulting in the lack of a cohesive, department-wide vision.
5. Staff operate within deܪned roles with
current job descriptions and
documented performance-review
cycles.
~
-uman Resources recently completed a comprehensive
classiܪcation study that updated all department job
descriptions. -owever, staff roles and daily operations don’t always align with outlined duties.
6. The department uses documented
SOPs to standardize end-to-end
workܫows, deܪne responsibilities and
controls, and support consistent,
accountable service delivery.
X
The department lacks formal SOPs for core functions and relies on shared ܪles and prior-year records, resulting in inconsistent practices.
7. The department maintains a written
workforce-development plan that
covers onboarding, cross-training,
credentialing, and backup coverage for
essential functions.
X
The department lacks a written workforce-development plan.
Structured onboarding and training are not occurring and there is a need for formal cross-training and supervisory development to ensure consistent backup coverage and staff support and growth.
Council Agenda 9-29-2026 3.A-85
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 84
PRACTICE STATEMENT
DESCRIPTION
MEETS COMMENT
PERFORMANCE MANAGEMENT
8. The department delivers a coordinated
portfolio of tourism, event, and
recreation programs that addresses
visitor attraction, community
engagement, economic development,
and resident quality-of-life objectives.
X
Division efforts remain siloed, with separate workspaces, limited collaboration, and no coordinated portfolio aligning tourism, event, and recreation programs with shared
departmental objectives.
9. The department has an annual work
plan that ties staܬng, projects, and
event investments to adopted goals.
~
The City Council adopted budget document provides speciܪc departmental work plan items tied to City goals. The
department lacks its own internal annual work plan.
10. The department routinely collects
visitor, event, recreation, ܪnancial, and
operational performance data to guide
decision-making.
ဓ
The department actively tracks data, utilizing an online dashboard for tourism marketing metrics and the ActiveNet software system for recreation registration.
11. Event and tourism return-on-
investment are measured with
standardized methods that capture
spending, taxes, employment, and
broad local value.
ဓ
Digital marketing efforts are successfully tracked for hotel conversions and Transient Occupancy Tax (TOT) generation.
12. Service standards exist for visitor and
resident inquiries (questions,
compliments, and complaints) across
phone, email, social, web, and in-
person channels.
~
The department demonstrates a strong commitment to
customer service but lacks clearly deܪned standards for responding consistently to visitor and resident inquiries, compliments, and complaints across communication
channels.
13. Tourism staff are trained with
destination knowledge, customer-
service skills, and multilingual or
accommodation support where
needed.
ဓ
CVB staff receive destination training and the tourism
website features core community (visitor) information as well as translation/ADA upgrades.
INTERNAL COORDINATION AND COMMUNICATION
14. The department participates in regular
cross-functional planning to align
priorities, assess resource needs,
resolve conܫicts, and coordinate
programs, events, and projects.
~
There is some ongoing coordination between department
directors about known issues. -owever, gaps in
communication can create challenges for needs at the
division level to be seen and addressed.
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 85
PRACTICE STATEMENT
DESCRIPTION
MEETS COMMENT
15. Written policies and procedures deܪne
departmental roles, decision-making
authority, primary points of contact,
service expectations, resource
commitments, approval processes,
and escalation protocols for activities
requiring support from multiple City
departments.
X
While the department coordinates extensively with Public Works and other departments, these interactions remain
informal and lack written procedures deܪning roles, points of contact, service expectations, resource commitments,
approval authority, and escalation protocols.
16. The department uses shared
communication and coordination tools
to provide stakeholders with timely,
consistent information on schedules,
responsibilities, approvals, operational
changes, impacts, and follow-up
actions.
~
Individual tools like SharePoint and ActiveNet and are used to manage ܪles and class registrations internally. There is, however, no shared calendar across city departments to
track facility bookings, which leads to on-the-ground
communication gaps.
17. The department periodically evaluates
the effectiveness of its internal
coordination through performance
measures, staff and partner feedback,
post-event or post-project reviews, and
documented lessons learned, with
ܪndings used to update procedures,
clarify responsibilities, and improve
future service delivery.
X
The department does not conduct post-event debriefs,
document lessons learned, consider future coordination gaps and needs, or use performance reviews to update its
procedures.
COMMUNITY PARTNERSHIPS AND EXTERNAL COORDINATION
18. The department actively partners with
internal and external entities, including
other city departments, local tourism
organizations, community
stakeholders, and residents.
ဓ
The department actively collaborates with neighboring cities, local hoteliers, independent instructors, and resident advisory commissions.
19. Written coordination protocols deܪne
roles of the department in coordinating
with and supporting the chamber, local
tourism organizations, recreation
entities, and other community
stakeholders as appropriate.
~
While there are some written documentation and agreements that deܪne working relationships with supporting entities, some coordinated relationships are undocumented.
20. The department provides structured
opportunities for partners to
participate in planning, co-marketing,
training, and destination problem-
solving.
~
This is occurring in some instances but is not
programmatically built into the department’s approach.
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA MATRIX CONSULTING GROUP 86
PRACTICE STATEMENT
DESCRIPTION
MEETS COMMENT
21.Destination-development and event
decisions consider resident priorities,
quality-of-life effects, and shared
community values.
ဓ
Quality of life for residents is a general consideration in both tourism and recreational efforts.
22.The department utilizes contracted
services and volunteers when project
workload exceeds staܬng capacity.~
The department uses contractors and volunteers to
supplement service delivery. -owever, these resources do not consistently provide meaningful workload relief for staff.
23.Contracts for temporary labor, security,
production, marketing, and
professional services clearly assign
performance expectations, reporting
duties, insurance, safety obligations,
and data responsibilities.
~
While the department maintains baseline event insurance requirements and a multi-year marketing contract, key
contractual controls remain inconsistent. Recreation
instructor agreements are stored within the division without formal Risk Management review or City Clerk custody, and important partnerships with the Chamber of Commerce and local lodging properties remain informal and undocumented.
MARKETING, COMMUNICATIONS, AND DESTINATION STEWARDSHIP
24.The department maintains a
documented communications and
marketing strategy with distinct
internal and external market
audiences.~
The department uses several established communication
and marketing tools, including the CVB’s 2025–2028
Strategic Marketing Plan and Recreation’s Activity Guide. -owever, these efforts are not yet integrated into a
comprehensive department-wide strategy that clearly
addresses both community audiences and external visitor markets.
25.Marketing performance is measured
by event demand, tax impacts, or other
attributable outcomes.ဓ
The CVB actively tracks digital marketing performance,
website traܬc, and hotel conversions to measure attributable outcomes like Transient Occupancy Tax (TOT) generation
(e.g., tracking a 45% referral conversion rate generating $1.5M in TOT).
26.Event and tourism portfolios
incorporate sustainability, diversity and
inclusion, accessibility, and
community-beneܪt criteria.~
The department successfully incorporates environmental
sustainability and community stewardship into its portfolio (e.g., beach cleanups, educational programs, and pollinator month), but formal integration of diversity, inclusion, and broad accessibility criteria into event portfolios is less documented.
RISK MANAGEMENT, ACCESSIBILITY, AND FUNDING
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 87
PRACTICE STATEMENT
DESCRIPTION
MEETS COMMENT
27. The department maintains a crisis-
communications plan with special
events planned through with
consideration of security measures,
incident-command roles, and
emergency coordination.
~
Police and Fire assist with event security -owever, internal assessments indicate Risk Management is not included in Special Events Committee planning.
28. The department has ADA compliance
processes for facilities,
communications, reasonable
modiܪcations, ticketing or participation
access, and website or mobile
accessibility.
~
The City has recently enhanced website accessibility and translation services and provides beach wheelchairs;
however, department-wide procedures have not yet been
formalized to ensure consistent ADA compliance across
event ticketing, communications, and reasonable
modiܪcation requests.
29. Financial policies address internal
controls, independent audit or review,
fees, insurance, capital replacement,
reserve levels, and fund-balance or
contingency expectations for tourism
and event operations. ဓ
The City maintains comprehensive, documented ܪnancial
policies that establish reserve levels, contingencies, and internal controls, and conducts regular independent audits of lodging properties for TOT and LBID compliance. Additionally, the City has clearly established a comprehensive set of service fees, which the Recreation Division actively
administers by setting instructor rates, processing facility rental fees, and managing program registrations and
payments through its ActiveNet software.
TECHNOLOGY
30. Online and mobile-friendly access is
available for event information, visitor
content, applications, and service
requests.
ဓ
Visitors and residents have online and mobile access to event and visitor content via the Experience Pismo Beach and City of Pismo Beach websites.
31. Integrated software platforms are used
for core functions including recreation
and event management, reservations,
permitting, and ܪnancial transactions. X
Core functions are fragmented across different platforms; while ActiveNet handles class registrations, facility
reservations rely on SharePoint and manual processes, and these systems do not fully integrate with the City
s ܪnancial
software.
32. Digital tools enable residents and
visitors to access information, register
for programs, reserve facilities,
purchase tickets, and interact with
services online.
~
Residents can access information and register for classes online via ActiveNet, while online facility reservations are not currently implemented due to staܬng limitations and
processing fee challenges.
33. The department maintains appropriate
technology controls, system security,
and vendor support. ဓ
The City
s centralized IT Division actively maintains system
security, ܪrewall defenses, managed threat detection, PCI compliance, and vendor support across all departments.
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA MATRIX CONSULTING GROUP 88
3.2 KEY STRENGTHS
&QYMTZLMYMJINFLSTXYNHFXXJXXRJSYNXIJXNLSJIYTNIJSYNK^TUUTWYZSNYNJXKTWNRUWT[JRJSYNYFQXT MNLMQNLMYXJ]NXYNSLXYWJSLYMXTKYMJHZWWJSYIJ[JQTURJSYWJ[NJ\UWTHJXX8TRJTKYMJPJ^XYWJSLYMXTKYMJ (NY^ѣXUWTHJXXJXNSHQZIJ
•Performance Measurement and Data Use. 9MJIJUFWYRJSYFHYN[JQ^YWFHPXYTZWNXRRFWPJYNSL WJHWJFYNTSFSIܪSFSHNFQFHYN[NY^YMWTZLMINLNYFQIFXMGTFWIXFSI&HYN[J3JYNSHQZINSLMTYJQHTS[JWXNTSX and attributable TOT revenue.
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•Established Community Partnerships. 9MJIJUFWYRJSYRFNSYFNSXUWTIZHYN[JWJQFYNTSXMNUX\NYM neighboring communities, lodging properties, independent instructors, advisory commissions, and TYMJWQTHFQXYFPJMTQIJWX
•Resident Quality-of-Life Focus. Tourism, recreation, and event activities generally consider resident UWNTWNYNJXFSIHTRRZSNY^GJSJܪYXNSHQZINSLJS[NWTSRJSYFQXYJ\FWIXMNUJIZHFYNTSFQUWTLWFRRNSL and beach-cleanup initiatives.
•Sound Financial Management. 9MJ(NY^RFNSYFNSXHTRUWJMJSXN[JܪSFSHNFQHTSYWTQXWJXJW[J WJVZNWJRJSYXJXYFGQNXMJIXJW[NHJKJJXFSIWJLZQFWFZINYXTKQTILNSLUWTUJWYNJXKTW949FSI1'.) compliance.
•Accessible Digital Services. 7JXNIJSYXFSI[NXNYTWXHFSFHHJXXYTZWNXRFSIJ[JSYNSKTWRFYNTSWJLNXYJW KTWWJHWJFYNTSUWTLWFRXFSITGYFNSHTRRZSNY^NSKTWRFYNTSYMWTZLMRTGNQJ-KWNJSIQ^(NY^FSI IJXYNSFYNTS\JGXNYJX
•)JܪSJI4WLFSN_FYNTSFQ+TZSIFYNTSX9MJIJUFWYRJSYGJSJܪYXKWTRFSJXYFGQNXMJIHMFNSTKHTRRFSI WJHJSYQ^ZUIFYJIOTGIJXHWNUYNTSXHJSYWFQN_JI.9XZUUTWYFSIXYWTSLHNY^\NIJYJHMSTQTL^HTSYWTQX 9MJXJFWJOZXYFKJ\J]FRUQJXTKYMJXYWJSLYMXTKYMJHZWWJSYTUJWFYNTSXFSI\MJWJYMJ(NY^ is currently meeting best practices.
3.3 KEY OPPORTUNITIES FOR IMPROVEMENT
9MJHTRUFWNXTSTKYMJ(NY^ѣXHZWWJSYFUUWTFHMJXYTGJXYRFSFLJRJSYUWFHYNHJXFQXTNIJSYNܪJIXTRJ NRUWT[JRJSYTUUTWYZSNYNJX3TYFGQJHMFQQJSLJXFSITUUTWYZSNYNJXNSHQZIJ •Unified Strategic Vision. 9MJIJUFWYRJSY\TZQIGJSJKNYKWTRFHTMJXN[JRNXXNTSXYFYJRJSYFSIQTSL- WFSLJXYWFYJLNHUQFSYMFYNSYJLWFYJXYTZWNXRWJHWJFYNTSJ[JSYXFSIHTRRZSNY^VZFQNY^-TK-QNKJUWNTWNYNJX •Integrated Leadership and Division Coordination. More consistent leadership involvement, department-\NIJRJJYNSLXFSIXMFWJIUQFSSNSLUWTHJXXJX\TZQIMJQUWJIZHJTUJWFYNTSFQXNQTXFSI XYWJSLYMJSHTQQFGTWFYNTSGJY\JJSYMJ(;'FSI7JHWJFYNTSIN[NXNTSX Council Agenda 9-29-2026 3.A-90
Attachment 1
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA
MATRIX CONSULTING GROUP 89
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Council Agenda 9-29-2026 3.A-91
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TOURISM AND EVENTS DEPARTMENT FINAL REPORT – PISMO BEACH, CA MATRIX CONSULTING GROUP 90
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4. CONCLUSION
Council Agenda 9-29-2026 3.A-92
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PISMO BEACH CITY COUNCIL STAF REPOR
Agenda Item #3.B
Meetin Date: September 29, 2026
TITLE:
Renaming South Palisades Park to Mary Ann Reiss Park
RECOMMENDATION:
Adopt a Resolution renaming South Palisades Park to Mary Ann Reiss Park; Repealing Resolution R-2026-068.
DISCUSSION:
On August 18, 2026, the City Council directed staff to return with an item to rename Palisades Park Following initial direction from City Council, subsequent direction was provided to change the selected park to be renamed to be South Palisades Park into Mary Ann Reiss Park in honor and recognition of Reiss’s 30 years of elected service to the City.
A public park provides a particularly meaningful setting for this recognition. Parks are places where residents and visitors gather, enjoy the community, and create lasting memories. Naming the park in honor of Mayor Pro Tempore Reiss would provide a lasting acknowledgment of Reiss’s commitment to public service and dedication to the Pismo Beach community.
The proposed renaming recognizes not only Reiss’s 30 years of elected service, but also Reiss’s historic role as the City's first directly-elected Mayor and longstanding commitment to community service.
If approved, City staff will update appropriate City records, signage, maps, and other references to reflect the new park name.
Conclusion and Recommendation
Staff recommends that the City Council adopt a Resolution (Attachment 1) renaming South Palisades Park to Mary Ann Reiss Park.
FISCAL IMPACT:
There is a minor fiscal impact associated with staff’s recommendation to rename the park by replacing the current park signs and other miscellaneous references in City records and public informational materials. This renaming is estimated to cost less than $15,000 in total. There are sufficient funds within the City’s FY 2027 General Fund general contingency budget to support this item.
ATTACHMENTS:
1. Resolution
Prepared by:
Jorge Garcia, City Manager
City Manager Approval:
Council Agenda 9-29-2026 3.B-1
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RESOLUTION NO. R-2026-XXX
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF PISMO BEACH, CALIFORNIA RENAMING SOUTH PALISADES PARK TO MARY ANN REISS PARK; REPEALING RESOLUTION R-2026-068
WHEREAS, the City of Pismo Beach recognizes the extraordinary contributions of individuals whose dedication and public service have strengthened the community and advanced quality of life for its residents, businesses, and visitors; and WHEREAS, Council Member Mary Ann Reiss has devoted 30 years of elected service to the City of Pismo Beach, demonstrating an exceptional commitment to the community and its residents; and
WHEREAS, Mary Ann Reiss made history as the first directly-elected Mayor of the City of Pismo Beach, marking a significant milestone in the City’s civic history; and WHEREAS, Mary Ann Reiss’s leadership, dedication, and years of service have left a lasting and meaningful legacy in the city of Pismo Beach; and WHEREAS, South Palisades Park is a valued public space within the city and is an appropriate location to recognize Mary Ann Reiss’s enduring contributions to the community and legacy of public service; and
WHEREAS, renaming South Palisades Park as Mary Ann Reiss Park will provide a lasting public tribute to a citizen whose three decades of elected service have helped shape the City of Pismo Beach and whose example reflects the City’s values of community involvement, civic leadership, and service.
NOW, THEREFORE, BE IT RESOLVED that the City Council of the City of Pismo Beach hereby renames South Palisades Park as Mary Ann Reiss Park, in recognition and appreciation of Mary Ann Reiss’s 30 years of elected service to the City of Pismo Beach.
BE IT FURTHER RESOLVED by the City Council of the City of Pismo Beach that Resolution R-2026-068 is hereby repealed.
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 th day of 2026, by the following vote:
AYES:
NOES:
ABSENT:
ABSTAIN:
RECUSED:
Council Agenda 9-29-2026 3.B-2
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Approved: Attest:
________________________ ________________________
Ed Waage, Mayor Erica Kirkwood, City Clerk
IN WITNESS WHEREOF, I have hereunto set my hand and official seal of the City of Pismo Beach on _______________________.
________________________
Erica Kirkwood, City Clerk
Council Agenda 9-29-2026 3.B-3
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