Camarillo City Council
AGENDA REPORT
Date: May 14, 2025
To: Honorable Mayor and City Councilmembers
From: Greg Ramirez, City Manager
Submitted by: Carmen Nichols, Assistant City Manager
Subject: Approval of the Camarillo Tourism Marketing District Annual Report
BACKGROUND
The Camarillo Tourism Marketing District (CTMD) was established by the City Council to support tourism-related marketing and promotional efforts through assessments collected from lodging establishments within the City. The CTMD is governed by the Camarillo Hotel and Tourism Association (CHTA), which is responsible for developing an annual marketing report in alignment with the 2019–2029 CTMD Management District Plan, adopted by the City Council on April 24, 2019.
Each year, the CHTA submits a forward-looking annual report for City review and approval. The report outlines proposed program updates, core marketing strategies, and a corresponding budget. The CTMD Management District Plan allows for minor reallocation of funds between budget categories, provided that such adjustments are consistent with the plan’s overall purpose and objectives.
DISCUSSION
The proposed FY 2024/25 CTMD Annual Report for the period from December 1, 2024, through November 30, 2025, includes a strategic reallocation of resources to better align with evolving marketing priorities. This reallocation is not intended to eliminate any existing programming, but rather to more accurately reflect how those programs are categorized within the budget. Specifically, the CHTA proposes shifting a portion of funding from local marketing to sales and administration to enhance digital outreach and support sales-related activities. This adjustment reflects changes in traveler behavior and the growing importance of digital marketing and targeted sales strategies.
Per the CTMD Management District Plan, the City and the CHTA Board are authorized to adjust category allocations by up to fifteen percent (15%) of the total annual budget, as long as the direct marketing and sales category remains at or above fifty-five percent
Approval of the CTMD Annual Report
May 14, 2025
2 4
5 2
(55%) of the total budget. The proposed reallocation adheres to these parameters and maintains compliance with all plan requirements.
Budget Summary:
Category Original Allocation Proposed Allocation
Marketing & Sales 55% – $427,900 62% – $482,360
Administration 22% – $171,160 23% – $178,940
Local Marketing 22% – $171,160 14% – $108,920
City Collection 1% – $7,780 1% – $7,780
The FY 2024/25 CTMD Annual Report continues to support core initiatives designed to increase overnight stays, raise brand awareness, and drive regional tourism. These efforts include targeted digital advertising, social media campaigns, influencer partnerships, and participation in key industry trade shows.
To provide additional context on recent efforts, CHTA President Yuliana Garcia will attend the meeting to present an overview of the past year’s marketing activities and performance highlights.
Staff has reviewed the FY 2024/25 CTMD Annual Report and the proposed budget adjustments and finds them to be consistent with the goals and requirements of the CTMD Management District Plan and applicable bylaws.
FISCAL IMPACT
There is no budget impact as a result of this action.
CEQA DETERMINATIONS
City staff has determined, in accordance with Section 15061(b)(3) of the California Environmental Quality Act (CEQA) Guidelines, that the CHTA annual plan approval is not subject to CEQA review because it can be seen with certainty that there is no possibility that the annual plan approval may have a significant effect on the environment.
RECOMMENDATION
Approve the FY 2024/25 Camarillo Tourism Marketing District Annual Report, including the proposed budget reallocation, as submitted by the Camarillo Hotel and Tourism Association.
Approval of the CTMD Annual Report
May 14, 2025
2 4
5 2
ATTACHMENTS
1. FY 2024/25 CTMD Annual Report
REFERENCE MATERIALS – AVAILABLE FOR REVIEW AT CITY HALL None