Tourism Update
With Travel Paso
1 Team Travel Paso
2 Stacie Jacob
President & CEO
Solterra Strategies
Tracy Dauterman
Deputy Director
Solterra Strategies
Julia Meyers
Account Coordinator
Solterra Strategies
Jamie Smith
Brand Marketing Consultant
Foreword Brand Marketing
Brad Rubin
Digital Marketing Consultant
Vingage Consulting
Travel Paso Update
3 • State of the Industry
• Branding Campaign: SAVOR Real California
• Supporting the Paso Robles Community
• Partnerships & Collaborations
4 State of the Industry
Post-Pandemic Revenue Reset Higher than 2019;
Occupancy Rate Trended Slightly Lower in 2024 (↓5-6%)
5 Source: Tourism Economics, Paso Robles, CA Lodging Forecast; December 2024 $-
$5
$10
$15
$20
$25
Q1 Q2 Q3 Q4
Millions
Total Revenue by Quarter
2019 2024
0%
10%
20%
30%
40%
50%
60%
70%
80%
Q1 Q2 Q3 Q4
Occupancy Rate by Quarter
2019 2024
Investments Improve Existing Properties
6 Two New Hotels Opening in 2025: +279 Rooms
7 151 Rooms
128 Rooms
Strategic Plan 2023 - 2025
8 9
Branding Campaign
SAVOR Real California
Raising Awareness for our Destination
10 Campaign Highlights Include...
Harvest 2024 Destination Awareness: San Jose
Campaign Highlights 11
The Perfect Combination of Paid, Earned, and Owned
Media Produced Excellent Coverage of the 2024 Harvest
Harvest Coverage – Paid + Earned + Owned 12
50+M UMV 20+M UMV
27+M UMV
CBS & KCAL 9
Los Angeles
13 "Inside SoCal" with Erica Olsen
• Harvest Road Trip Segment Featured
Several Travel Paso Partners
• Aired on Oct 6, 2024
• 50+M UMV Impressions
• Social Media Support
Harvest Coverage – Paid
Los Angeles Times
14 Feature story on Paso Robles
• 20+M UMV Impressions
• Writer Visited Paso Robles Multiple Times
Harvest Coverage – Earned
Headlines Leveraged via Owned Marketing Channels
15 Earned and owned channels (including News page, website homepage feature, blog, and email) sync up with LA Times story creating the top social post for the month.
Harvest Coverage – Owned
Satellite "Harvest" Media Tour Schedule
Harvest Coverage – Earned 16
Travel Paso hired Travel Expert Gabe Saglie to
represent the region on a 16 City Satellite
Media Tour, reaching all direct flight cities to
SLO plus key markets in California and around
the nation. Total Audience Reach: 27.6 M
An Omni-Channel Marketing Approach Creates
Destination Awareness in the San Jose Market
17 San Jose Marketing
Investment Travel Paso ($K) Impressions (MM)
Broad Advertising (San Jose est.) Approx. 125 Approx. 39 16 San Jose Billboards (4 months) 52 20.5
Sharks Sponsorship 50 Approx. 1.5
Spectrum Streaming TV 50 1
Earthquakes Sponsorship & Savor Event 50 Approx. 0.3
iHeart Radio Podcast Ads 15 1.5
SF Gate Dedicated Emails 8 .5
Total $350K 64.3MM
Destination Awareness San Jose Market
Collaboration Creates Increased Reach and
Allows for Efficient Use of Resources
18 19
Strategy: Awareness/Action
Detail:
• Display
• Video
• Added Value
Dates: February - July
Geo: California
Total Spend: $55K/$25K
Estimated Impressions:
23MM+
Est. CPM: $7.50
TRAVEL INTENT
Sojern is a marketing company
specializing in services for the travel
industry. It utilizes programmatic
advertising and machine learning to
assist travel businesses in identifying
and targeting potential customers
across various digital media channels.
728 x 90pxl
300 x 600pxl 300 x 250pxl
Partner Advertising Participants
20 • 20 Partners
• $117,000 Ad Value
• 23MM Impressions
$1,500 Tier $2,500 Tier $5,000 Tier
$10,000 Tier
$3,000 Tier
Content Coop Provides Travel Paso and our
Partners Visual Assets at a Reduced Rate
21 22
Supporting Community
Hospitality & Tourism Awards Recognized 10 Leaders Whose Exemplary Service Have Impacted Our Destination
23 Second Annual Tourism Round-Up Returns
May 8 - Paso Robles Inn
Celebrate the Paso Robles Tourism Community
24 Keynote Speaker
Dr. Christopher Thornberg
Beacon Economics
Partnerships 25
2025 Community Event Marketing Program
Sponsors 18 Events with $97K in Grant Funds
Travel Paso Contributes $20K Towards New Scholarship
Program for North County High School Seniors
26 Community Focused July 4th Celebration
Returns to Barney Schwartz Park in 2025
27 28
Partnerships & Collaboration
We Promote Paso Robles as a SLO County Destination
29 We Partner with the PRWCA to
Promote Paso Robles as a Wine Destination
30 Partnered with Highway 1 Road Trip to Host Journalists for a Harvest Media FAM
31 Partnered with Visit Morro Bay on a Media FAM Tour;
Coverage in Edible Magazine
32 33
Thank You