DATE: JUNE 11, 2024
DEPARTMENT: Community development
FROM: Lisa brinton, Director
By: Michael Gomez, Economic development analyst
TITLE: Salinas California welcome center Quarter 2 and 3 reporting RECOMMENDED MOTION:
No Action required; this item is for informational purposes only.
EXECUTIVE SUMMARY:
On September 12, 2023, City Council approved the 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:
October 2023 – March 2024 Reporting
Under Quarter 2 and 3, the SVTVB received a total passthrough of $90,000 and provided 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 2 and 3 CWC reports are provided as an attachment to this report along with a data summary.
Highlights of Quarter 2 and 3 activities include:
Ongoing collaboration with various stakeholders such as the First Mayors House, Monterey & Salinas Valley Railroad Museum, and Friends of the Salinas Public Library to attract visitors to the Intermodal Transportation Center (ITC) and promote overnight stays.
Actively engaged on social media to promote local and surrounding events keeping the community and visitors informed and involved.
Monthly Educational Tours to schools and Non-profit Organizations.
CWC is reaching out to charter bus companies to attract trips within Salinas.
Presented at the City of Salinas Historic Resource Board to promote “The Valley of Anza” a regional economic development movement.
An overall monthly average of 316 visitors and 31 social media posts for Quarter 2 An overall monthly average of 254 visitors and 26 social media posts for Quarter 3 Over 1,200 website visits to the CWC website and Soul of CA website Quarter 2 Over 1,381 website visits to the CWC website and Soul of CA website Quarter 3 Acquisition of two Granizo tile murals (news story attached to report) 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. The following strategies have been discussed and some have been implemented:
Gathering hoteliers to have an open discussion on ways to improve overnight stays within Salinas to include SVTVB and MCCVB.
Communication and sharing of event information for events within the City to be promoted by both SVTVB and MCCVB.
Sharing current programs and projects to find ways to partner and enhance outcomes.
FISCAL AND SUSTAINABILITY IMPACT:
This item has no impact to the General Fund. The Agreement is be funded from TID assessment collected and retained by the City between July 1, 2023, and June 30, 2024, minus 1% to cover administrative costs.
ATTACHMENTS:
Exhibit A Quarter 2 and 3 Combined Reports
Exhibit B Quarter 2 and 3 Summary Report
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