Promoting Atascadero!
The City and the Atascadero Tourism Business Improvement District (ATBID) share in promoting Atascadero through the “Visit Atascadero” brand and www.VisitAtascadero.com. The division of marketing goals between the City and the Council appointed committee is simple. The City and ATBID promote the City and its assets, both private and public, that are defined as the Downtown Core with Historic City Hall, Colony Cinemas, Charles Paddock Zoo, Faces of Freedom Veterans Memorial, Atascadero Lake Park, Pavilion on the Lake, A-Town Skate Park and Chalk Mountain Golf Course, along with the variety of many hiking trails and parks. These assets complement our key selling points being a value destination, easy access to beaches and near Paso Robles Wine Country, and having the only Zoo on the Central Coast. The City’s Marketing goal is defined as “Stay, Spend & Enjoy!” and the Tourism Marketing Plan is defined as “Sleep, Stay & Spend!”
The ATBID is responsible for leveraging the marketing dollars through the ATBID assessment for the promotion of Atascadero resulting in visitors to the community and the City’s Marketing division is responsible for enhancing the quality of experience within the community for residents and visitors alike. A major portion of promoting the community is bringing events to the area, whether they are City Events or City Sponsored Events. Both the ATBID and the City’s Marketing Division support community events through a joint Event Sponsorship program that brings in a variety of events from the annual Tamale Festival and Cruisin’ Weekend to the Central Coast Craft Beer Festival, the Bovine Classic Gravel Road Bike Race and the Atascadero Fall Festival.
Overall, Atascadero is the perfect blend of adventure, culture, and culinary delights that enrich the lives of those that live here and visit the area. For more information about all of the things to do and places to stay in Atascadero, whether you live here or are visiting here, go to www.VisitAtascadero.com.
City Events & City Sponsored Events
The City offers a variety of events year-round! With over 50 Annual events that are either City or City Sponsored, there is nearly something happening each week and most weekends in our community. From the weekly Farmer’s Markets and monthly First Fridays Downtown to the larger events, like Tamale Festival, the Atascadero Lakeside Wine Festival, and Winter Wonderland, and community events, like the Summer Concert Series or Movies in the Park, there is always something happening for all ages in the City of Atascadero!
Main Phone: (805) 470-3490
Email: events@atascadero.org
Community Events
Event Sponsorship Opportunities
The City of Atascadero is committed to building community by fostering an outstanding quality of life with excellent public service, stewardship of the environment, and promotion of economic prosperity.
Our City Event Portfolio ranges from signature events to community events with attendance from 250 people on up! Our large, signature events include the Tamale Festival, Cruisin’ Weekend with Hot El Camino Cruise Nite and Dancing in the Streets, and Winter Wonderland. Our community events include Father-Daughter Sweetheart Dance, Saturday in the Park Summer Concert Series, Movies in the Park, Holiday Boutique, and Light up the Downtown’s Annual Holiday Celebration. Events at the Charles Paddock Zoo include the Spring Festival, A Party for the Planet Earth Day Celebration, Brew at the Zoo, Ice Cream Zoofari, Zoo Boo, and Holiday Magic. Our event line-up features something for all ages. We are excited about all the events we have planned each year, and how these events bring our community together. As we continue to build a stronger community, we would encourage you to consider being a part of our events as a sponsor! Take a look here at what we offer!
Sponsorship of Signature Events | Average Attendance: 5,000+
Annual Tamale Festival
Happening the first Saturday in May each year, this daylong culinary event brings in the culture of Mexico! Get ready to experience a variety of entertainment from the Mexican Folkloric Dancers to the Dancing Horses and Ranchero Artist, Mariachi and a variety of Salsa and Dance bands from around California! Over 30 Tamale vendors plus adult beverages from Margaritas to Micheladas to craft beer, many food & merchandise options available for purchase! Be a part of the action – enter and win the Tamale Eating Contest or the Chihuahua & Pet Costume Contest! Something for everyone! FREE to attend!
Cruisin’ Weekend
This mid-August event kicks off on Friday with the Hot El Camino Cruise Nite through the City from Traffic Way to Curbaril with many BBQ’s and food trucks along the way! The event continues with the Mid State Cruizers Car Show at Atascadero Lake Park and concludes with an evening of fun in the Downtown with Dancing in the Streets! Experience beautiful cars, great bands and food trucks throughout the weekend!
Winter Wonderland
Each year, over 65 Tons of Snow is brought into Downtown Atascadero the second Friday of December! Transformed into a snowy and magical “Winter Wonderland”, the Downtown will get you in the spirit of the holidays! Experience snow sledding and snow piles for the whole family, tons of vendors, plus bounce houses, bungee jumps and much more!
Signature Event Sponsorship Benefits
Platinum or Series Sponsor — $3,000 per event (or $8,500 all 3**)
• Exclusive sponsor categories per event (Concert Series one sponsor only)
• Recognition as a sponsor on event marketing materials and day-of event signage
• Platinum/Series Sponsor categories exclusive of each other
• Logo included on all event marketing materials
• Inclusion on social media and website
• Booth available at event (requires two-week notification)
• Distribution of promotional materials at event
• Sponsorship mention and shout outs at event
Gold Sponsor — $2,000 per event (or $5,500 all 3)
• Logo included on all event marketing materials
• Gold Sponsor categories exclusive of each other
• Inclusion on social media and website
• Event booth opportunity included (requires two-week notification)
• Distribution of promotional materials at event
Silver Sponsor
• Name included in list of sponsors on day-of event signage & banners
• Inclusion on social media and website
Bronze or In-kind Sponsor
• Name included in list of sponsors on day-of event signage
• Inclusion on social media and website
Sponsor donates merchandise (banners, awards/trophies, etc.) or gift certificates (i.e., movie tickets, etc.) to be used for the event or a contest at the event.
**Tamale Festival Weekend, Cruisn' Weekend & Winter Wonderland
Sponsorship of Community Events | Average Attendance: 2,000 and Under
“Saturday in the Park” Summer Concert Series
A variety of bands in store that represent a variety of music genres that you will be up and dancing to! Enjoy these free concerts over eight Saturdays overlooking the beautiful lake at the Atascadero Lake Park Bandstand from mid- June through the end of August!
Movies in the Park
Family friendly movies under the stars at Colony Park next to the Colony Park Community Center. Food available for purchase from Orange Dog Café. Family movies taking place over four Saturday evenings the end of July through end of August.
Holiday Boutique
Looking for that unique gift? Join us for the Largest Outdoor Holiday Boutique in the North County at the Pavilion on the Lake at Atascadero Lake Park! A variety of crafters join us in November with plenty of great ideas and stocking stuffers.
Light up the Downtown
Kick off the holiday season on the first Friday in December at the Light up the Downtown Holiday Celebration featuring the Atascadero Community Band and the local Atascadero School Choirs. Plus, free Hayrides and Model-A Firetruck Rides for the family to enjoy. Take a stroll Downtown to “Sip and Shop” with the Atascadero Chamber of Commerce’s Wine Walk!
Father Daughter Dance
Dad’s, Uncle, Grandfather’s all come out with their Daughters at the Pavilion on the Lake for the very special “Father Daughter Dance!” Each year the first weekend in February on Friday and Saturday night with a perfect theme to dance and dress to.
Community Event Sponsorship Benefits
Series Sponsor / All 5 Events — $7,500+
• Recognition as a sponsor on event marketing materials and day-of event signage
• Logo included on all event marketing materials
• Inclusion on social media and website
• Booth available at event (requires two-week notification)
• Distribution of promotional materials at event
• Sponsorship mention and shout outs at event.
Platinum Sponsor — $1,500 per event
• Logo included on all event marketing materials
• Inclusion on social media and website
• Booth available at event (requires two-week notification)
• Distribution of promotional materials at event
Gold — $750 per event
• Name included in list of sponsors on day-of event signage & banners
• Inclusion on social media and website
Silver — $300 per event
• Name included in list of sponsors on day-of event signage
• Inclusion on social media and website
Friend — $150 per event (or same value in-kind)
• Name included in list of sponsors on day-of event signage
• Inclusion on social media and website
Event Sponsorship Charles Paddock Zoo | Average Attendance: 750-2,000+ Per Event
A Party for the Planet
Celebrating Earth Day, this event focuses on conservation and vendor displays from making honey to butterflies to recycling for our planet! Included with regular Zoo admission.
Brew at the Zoo
A fun way for the adults to enjoy a variety of craft beer, distilled spirits, wine, seltzers and more all while celebrating with bands and dance contests. Plus, the animals will be on display to enjoy along with an occasional snake, lizard or hedgehog making their way around. Special ticketed event, must be 21 or older.
Ice Cream Zoofari
Ice Cream in many flavors create this annual event! Fun activities and a sweet way to enjoy the Zoo! Special ticketed event.
Wild About Art
Bring the family to enjoy lots of art from kids to animals, watch them draw. Fun activities for everyone! Included with regular Zoo admission.
Zoo Boo
Costumes, Candy and haunted houses create a fun experience for all ages! Special ticketed event.
Holiday Magic
Watch the animals as they open their gifts from the Elves! Walking magician and lots of games and activities for all ages. Included with regular Zoo admission.
Charles Paddock Zoo Event Sponsorship Benefits
Platinum Level “Lucky 7” Event Sponsor / All 7 Events — $5,000
• Recognition as Platinum Sponsor on event marketing materials and day-of event signage
• Logo included on all event marketing materials
• Inclusion on social media and website
• Four Tickets for each event
• Distribution of promotional materials at event
• Sponsorship mention and shout outs at event
Gold — $650 per event (or $4,000 for all 7)
• Name included in list of sponsors on day-of event signage & banners
• Inclusion on social media and website
• Two tickets for each event
Silver & Friends Levels
• Name included in list of sponsors on day-of event signage
• Inclusion on social media and website
Special Event Planning, Permits & Rentals
Major Special Event Criteria
One or more of the following criteria may determine Major Special Event status:
- Estimated attendance of over 250 people.
- The event organizers will receive fees or donations.
- Amplified music or entertainers will be present.
- Paid entertainment will be present.
- Food or alcoholic beverages are to be sold.
- Special event involves special security or public safety controls.
- Precludes any other uses at the Park or Facility.
Individuals, organizations, or businesses may request permission to use the Atascadero Lake Park, Sunken Gardens Park, Stadium Park, or the Veteran's Memorial for major special events by submitting an Outdoor Facility Use Agreement (included in the Resources section below). Agreement applications describing event details are to be submitted to Atascadero City Hall.
Temporary Event Permits & Fees
Please refer to the Recreation section of the current Adopted Fee Schedule and the Temporary Event Application (included in the Resources section below) for event submission and related fee information. If you have any questions, please email events@atascadero.org or call (805) 470-3490.
Special Event Planning & Facility Rentals
For information on hosting a special event at a City-owned park or facility and details about each venue please visit the City Parks, Facilities & Trails page.
EVENT VOLUNTEER OPPORTUNITIES
You can help serve our community by volunteering for special events!
Take a look at the Special Event Volunteer Application or visit the Volunteer Opportunities page to learn about all the ways you can get involved.
For questions about volunteering at special events, email events@atascadero.org or call (805) 470-3490.