DATE: JANUARY 9, 2024
DEPARTMENT: Community development
FROM: Lisa brinton, Director
By: Michael Gomez, Economic development analyst
TITLE: Salinas California welcome center Quarter 1 report RECOMMENDED MOTION:
No action required; this item is for informational purposes only.
EXECUTIVE SUMMARY:
On September 12, 2023, City Council approved the 2023-24 Agreement between the City of Salinas and the Salinas Valley TBV, Inc. to operate the California Welcome Center (CWC). City Council also directed staff to continue to evaluate the use of the City’s Tourism Improvement District (TID) funds and to provide quarterly updates on CWC monthly operation and financial reporting to the Finance Committee. Staff updated the SVTVB reporting requirements and established a reporting template that was used beginning October 2022 to include more quantitative data such as daily visitor count, social media posts, and special events hosted which has been translated to number of overnight stays based on the TID revenue received.
DISCUSSION:
July – September Reporting
During Quarter 1, the SVTVB received a total passthrough of $30,000 after providing monthly documentation (Exhibit A) of CWC operations that includes, but is not limited to:
the number of visitors to the CWC (on a daily basis),
an itemized summary of marketing materials (whether presented electronically or on a physical medium such as paper or canvas) which provide information regarding potential lodging options within the City of Salinas, an itemized list of additional marketing materials used to attract visitors to the CWC or the Salinas area, a summary (when available) of how many printed materials were provided to visitors, the number of visitors to SVTVB’s website, and any additional information which can be collected or derived from collected data using formulas or software commonly utilized and accepted throughout the industry.
Quarter 1 CWC reports (July to September 2023) are provided as an attachment to this report along with a data summary.
Highlights of Quarter 1 activities include:
Actively engaged on social media to promote local and surrounding events keeping the community and visitors informed and involved.
Assembly Robert Rivas visits the Salians Welcome Center National Park Foundation awarded the Welcome Center $50,000 to further develop the Valleys of Anza in partnership with U.C Berkely College of Environmental Design An overall monthly average of 350 visitors and 19 social media posts.
Over 3,000 website visits to the CWC website and Soul of CA website.
The SVTVB meets monthly with city staff, Monterey County Convention and Visitor Bureau and other stakeholders to collaborate on strategies aimed at boosting overnight stays within the City of Salinas. Topics discussed include MCCVB sharing information gathered from meetings with hoteliers and coordination of event promotion on MCCVB social media platforms.
FISCAL AND SUSTAINABILITY IMPACT:
This item has no impact to the General Fund. The Agreement is funded from the TID assessment collected in Fiscal Year 2023-24 (July 1, 2023 - June 30, 2024), excluding 1% which the City retains to cover administrative costs.
ATTACHMENTS:
Exhibit A Quarter 1 Combined Reports
Exhibit B Quarter 1 Summary Report
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CITY OF SALINASFinance CommitteeCITY OF SALINASFinance Committee
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