TEAM SAN JOSE
Semi Annual Update to CEDC
October 27, 2025
Attachment A
CONTENTS
1. FY 2024-25 Performance Results
2. FY 2024-25 Benchmark Metrics
3. FY 2025-26 Performance Measures
4. Hotel Performance and Travel Trends
5. Sales
6. Marketing & Communications
7. Outreach to Businesses
2 FY 24-25
Performance Results
3 Estimated Direct
Visitor Spending
FY 2024-25 YEAR-END (PRELIMINARY UNAUDITED)
Future Hotel Room Nights
Booked (Citywide)
Theater Occupancy
Gross Operating Revenue
Gross Operating Results
Customer Satisfaction
Response Rate
$95,396,108
133,513
96%
$47,534,744
$5,625,126
97%
31%
YTD ACTUAL GOAL VARIANCE % GOAL ACHIEVED
$78,150,000
117,000
93%
$45,500,892
$2,047,535
95%
$17,226,108
16,513
3%
$2,033,852
$3,577,591
2%
122%*
114%
103%
104%
275%*
102%
TEAM SAN JOSE
Convention Center and Facility Performance Results
* - Overages due to increased scope of NVIDIA, corporate cancellation, and several short4term corporate event bookings.
FY 24-25
Dashboard Metrics
5 TSJ Theaters
TSJ Convention
Facilities
517,331
269,497
ATTENDEES DIRECT SPEND
$23,728,609
$71,667,499
VENUES
ESTIMATED ECONOMIC IMPACT
By Venue Type
YOY DIRECT SPEND
N/A*
15.1%
* - A new Estimated Impact model was utilized for the theaters in FY 2024-25 to more accurately reflect the true value of attendee spending. The calculated spend was 78.8% higher than theater spending under the previous model. True YoY comparisons will begin with FY 2025-26 data.
6 DASHBOARD METRICS
Occupancy
Average Daily Rate
Revenue Per
Available Room
WEBSITE UNIQUE VISITORS ・ sanjose.org
FYTD
FYTD YOY
67.0%
$173.23
$116.04
1,550,462
-3.4%
FY 2024-25 FYTD YOY
2.9%
5.0%
8.0%
HOTEL INFO
7 SOCIAL MEDIA
PLATFORM
Facebook Likes
Instagram Followers
LinkedIn Followers
YouTube Subscribers
Pinterest Followers
TikTok Followers
31,082
39,448
518
3,826
371
680
TOTAL NEWSLETTER SUBSCRIBERS
92,765
Threads Followers 371
8 SALES DASHBOARD
FUTURE CITYWIDES*
BOOKED
Count
Rooms
29 76,131
LEAD GENERATION
FYTD %FYOY
61.1%
8.5%
MARKET SEGMENTATION OF FUTURE
CITYWIDE ROOM NIGHTS BOOKED
FYTD %FYOY
Event Leads Entered
Room Night
Leads Entered
1,207
1,096,296
-3.6%
-19.2%
* - Citywide defined as large events with 500+ hotel rooms contracted on peak nights.
9 FY 25-26
Performance Goals
10 HOTEL GROUP ROOM NIGHTS
NON-FINANCIAL PERFORMANCE
MEASURE ASSUMPTIONS
Increased economic uncertainty will cause unpredictability in lead volumes and corporate markets.
Continued diversification of markets could help to offset the impacts of this uncertainty.
Explore emergent markets for the destination like pharmaceutical, AI and bioscience.
Continue support of direct in-house business while focusing on convention calendar.
For short-term bookings, impact of 2026 mega events will limit the ability to book into significant timeframes for 2026.
Expected pick up from FIFA events will not occur within the booking window of FY 2025-26. 11 THEATER OCCUPANCY
NON-FINANCIAL PERFORMANCE
MEASURE ASSUMPTIONS
CUSTOMER SATISFACTION
Continue delivering strong service regardless of event volume.
Forecasting maintaining current levels of occupancy despite uncertainty around cancellations.
ESTIMATED VISITOR SPEND
Growth projected for convention calendar. Mega sporting events will bring large EI to the City, however may not impact TSJ managed facilities as significantly.
Expected growth in Broadway attendance for theaters, higher uncertainty for many international touring acts.
12 Estimated Direct
Visitor Spending
Future Hotel Room Nights
Booked (Citywide)
Theater Occupancy
Gross Operating Results
Customer Satisfaction
$78,150,000
117,000
93%
$2,047,535
95%
FY 2024-25
GOAL
FY 2025-26
GOAL
FY 2024-25 ACTUAL
(UNAUDITED)
$92,000,000
130,000
94%
$4,292,244
95%
$95,396,108
133,513
96%
$5,625,126
97%
TEAM SAN JOSE
CONVENTION CENTER AND FACILITY PERFORMANCE GOALS FY 2025-26 13 Hotel Performance
And Travel Trends
14 DOWNTOWN RECOVERY CONTINUES TO DRIVE PERFORMANCE
HOTEL PERFORMANCE
AND TRAVEL TRENDS
While downtown was one of the slowest markets to recover, it has accelerated greatly. YTD through June 2025, rooms sold had increased by 24% over the same time in June 2023. Room revenue has increased 42% and Revenue Per Available Room (RevPAR) has increased 62%.
THE AIRPORT HOTELS FACE HEADWINDS
YTD through June 2025, the properties neat SJC have seen flat to slightly lower YoY performance in key hotel metrics. This matches national trends around growth based on the chain scale of the marketplace.
ECONOMIC AND POLITICAL UNCERTAINTY AFFECTING TRAVEL
Economic uncertainty and worsening international consumer perception have impacted travel.
Of the 13 markets San Jose tracks, 10 are either flat or down YoY in rooms sold and 9 are flat or down YoY in room revenue. San Jose is slightly up in overall rooms sold (+1.5%) and up in room revenue (+6.2%) YoY.
15 TSJ Hotel Contribution
• For FY 2024-25, TSJ at a minimum contributed 13% of all hotel rooms booked in San Jose. • This is derived from both the consumer marketing programs and group sales efforts. • This is likely understated for both as:
• TSJ’s ad-tech for consumer does not have 100% visibility into all rooms booked – and – • Convention and event goers often book “outside of the block” with national estimates indicating that up to 50% of rooms at conventions and events are not part of the credited room block.
• These room nights are all incremental – meaning that they add to the base business of San Jose hotels and are essential to creating compression to drive revenue and taxes. These rooms are also often targeted towards need times and periods.
• Pre-pandemic FY 2018-19, TSJ minimum contribution was 8% based on group rooms alone. 16 Team San Jose, in partnership with Tourism Economics, does an economic impact study of the travel and tourism industry on a calendar year basis. For 2024, the Key Findings were:
21.2M Visitors to San Jose
$2.8B Visitor Spending
$3.7B Total Economic Impact
$1.5B Total Personal Income
23,108 Total Jobs Supported
$423.7M State and Local Taxes
2024 ECONOMIC IMPACT OF TOURISM
17 $3.7B Visitor Spending
Personal Income
Jobs
State and Local Taxes
2024 ECONOMIC IMPACT FIGURES IN CONTEXT
Visitors spent $7.5 million per day,
on average, in San Jose.
$1.5B
23,108
$423.7M
This is the equivalent of $4,416 per resident household, regardless of any connection to the visitor economy.
The visitor economy sustained 5.2% of all jobs in San Jose.
These employees could fill the SAP Center 1.3 times.
Each household would need to be taxed an additional
$1,279 to replace the visitor-generated taxes received
by state and local governments in 2024.
18 FY 25-26
Sales Strategy & Tactics
19 SALES STRATEGIES
AND KEY METRICS UPDATE
• Primary focus on 24-month arrival window (2025 – 2026) - 2025 Group Pace is currently flat to LY despite 11,000 non-repeatable room nights in 2024
- 2026 Group Pace is up 28,500 room nights (40%), more than amount of mega events • More customer engagement events (67) than ever before • Show dates at SJCC (Ex Halls): 63 in 2023, 74 in 2024, 93 in 2025. • Continued focus on diversification of industries.
• Exciting new groups coming to San Jose.
• Uncertainty in economic conditions creates headwinds. 20 SALES
Tradeshow and Event Calendar
Dates Event Name Location
July CEMA Summit Austin, Texas
July Planner Hero Minneapolis, MN
August ASAE Annual Meeting Los Angeles, CA
August PCMA Day on the Bay San Francisco, CA
August Connect Marketplace Miami, FL
September Silicon Valley Business Network
September Destination California San Diego, CA
September San Jose Local Client Event - Earthquakes vs St. Louis San Jose, CA October 18th Annual Fall Mixer and Small Business Summit October IMEX Las Vegas, NV
October TEAMS 2025 Columbus, Ohio
October All Things Meetings San Jose, CA
October NECVB Client Retreat Montauk
October Connect West Lake Tahoe, NV
October UC Davis Event Planners Exchange Caterer and Vendor Showcase Davis, CA November San Jose Sports Hall of Fame San Jose, CA
November BAMIES (PCMA) San Francisco, CA
November Holiday FAM - NWSL Championship San Jose, CA
November Taste of California Roadshow Chicago, IL
November Connect South & Faith Fort Worth, TX
November NCBMP’s Annual Conference Portland, OR
December Connect Winter Marketplace DC DC
December Holiday Showcase Chicago, IL
December Holiday Showcase Lunch
December CALSAE - Seasonal Spectacular Sacramento, CA
December Seasonal Spectacular Luncheon Sacramento, CA
Quarter 1:
Quarter 2:
21 SALES
Tradeshow and Event Calendar
Dates Event Name Location
January PCMA Convening Leaders Philadelphia
January HelmsBriscoe Fam San Jose, CA
February RCMA - EMERGE Lexington, KY
February NYSAE - Meet NY New York
March MIC of Colorado (DMI Hotels)
March Pharma Forum Boston, MA
March MPINCC’s Annual Conference & Expo TBD
March Sacramento - Mission (River Cats Opening Night) Sacramento, CA March Chicago Sales Mission / Client Event Chicago, IL
April CALSAE - Elevate Newport Beach, CA
April Experiential Marketing Summit Las Vegas, NV
April Sports ETA Symposium Las Vegas, NV
April Connect Spring Market Place Louisville, KY
April Destination Celebration TBD
April Destination Showcase Washington, DC
April All Things Meetings TBD
April DC Sales Mission / Client Event DC
April Visit CA Roadshow TBD
April DMI Mid-West Sales Mission TBD
May Rose Garden Event San Jose, CA
May IMEX - Frankfurt Frankfurt, Germany
May Esports Travel Summit Raleigh, NC
May San Francisco Sales Mission / Client Event San Francisco, CA May South San Jose Sales Mission / Client Event San Jose, CA June MPI WEC San Antonio, TX
June IPW Fort Lauderdale, FL
June HB Annual Los Angeles, CA
June Citywide FAM San Jose, CA
Quarter 3:
Quarter 4:
22 MARKETING &
COMMUNICATIONS
FY24-25 Leisure & Meetings Campaigns
23 PAID MEDIA
CAMPAIGN
Consumer/Leisure
24 • The objective of the plan was to drive incremental hotel room nights, and thus TOT revenue, through consumer visitation by targeting and converting digital travel intenders through paid digital media strategies.
• Per City Council direction, moving forward, marketing efforts will also address residents in support of Downtown visitation.
• The media mix for this plan was made up of digital programmatic, high-performing travel brands, paid social and paid search.
• The campaign investment was strategically allocated with a focus on prioritizing heavier investments into production partners, aiming to deliver as strong a Return on Advertising Spend (ROAS) as possible and thus greatest revenue for San Jose businesses.
PAID MEDIA PLAN OVERVIEW
25 • Campaign creative was produced by local artists, and it also featured San Jose’s global dining and cultural experiences.
• The creative was featured on Visit San Jose’s paid and owned media channels including consumer and meetings websites, eCRM, (email data bases of both consumers and meeting planners), earned media (PR placements), and social media. • The campaigns include multiple placements with Visit California- across all their platforms.
• We will continue to measure ROAS to ensure incremental revenue is generated through all marketing efforts.
PAID MEDIA PLAN OVERVIEW
(Continued)
26 January - June 2025 Consumer Paid Media
Production Reporting Spend Produced
Notes:
● Production data is available from the following sources per metric:
○ Hotel Revenue: Expedia, ADARA Impact, TripAdvisor
○ Hotel Bookings: Expedia, ADARA Impact, Sojern
○ Flight Bookings: ADARA Impact, Expedia
○ Flight Revenue: Expedia (only)
○ Total ROAS: Total revenue between: (Adara (Hotel Revenue), Expedia (Flight + Hotel Revenue), TripAdvisor (Hotel Revenue + Attractions + Food/Bev + Other + Retail + Transportation), Sojern (estimated economic impact) divided by total digital paid media spend (i.e. removing Visit CA print). ○ Total Revenue: Adara (Hotel Revenue), Expedia (Flight + Hotel Revenue), TripAdvisor (Hotel Revenue + Attractions + Food/Bev + Other + Retail + Transportation), Sojern (estimated economic impact, based on a users average spend in market) ■ You will not be able to replicate all production data shown here in Tableau as it does not include ongoing lookback attribution. Ongoing lookback data is provided every 6-months.
● Expedia is no longer providing hotel and flight search data as of May 2023. Data from other partners is minimal and therefore search data is not included. ● Production data is only a reflection of paid media.
● Impressions, reach and Inquiries is inclusive of paid media, paid social and paid search.
IMPRESSIONS 37,654,254 ENGAGEMENTS 2,027,094
HOTEL BOOKINGS 23,435
TOTAL
REVENUE $37.96 TOTAL ROAS
(Return on Ad Spend) TOTAL REVENUE $18,941,255 TOTAL REVENUE (flight + hotel revenue combined)
HOTEL REVENUE $8,554,154 FLIGHT BOOKINGS 12,980
REACH 12,551,418
27 PAID MEDIA
CAMPAIGN
Meetings
28 Source: Tableau
MEETINGS MEDIA OVERVIEW
• The objective of the plan is to drive new meetings business and group hotel bookings by driving leads to convert meeting planners using paid digital media strategies. • The campaign is prioritizing in-state markets with a historical propensity to plan group events in San Jose.
• The media mix is made up of digital programmatic, meeting endemic digital (display, email, newsletters, webinars), paid social and paid search. These efforts are supported by meetings-specific creative content and in conjunction with Visit San Jose’s owned B2B channels including website, eCRM, and social media efforts. • Compared to the last 6 months, January - June of this year had an increase in media lead generating tactics - which is shown a 20% jump in leads from the last 6 months. 29 Source: Tableau, Google Analytics
January - June 2025 Meetings
Paid Media Reporting
Total
RFP
Completions
64 Total
Campaign
Engagements
138,923
Total
Campaign
Reach
10,544,721
Notes:
● Impressions, reach and inquiries is Inclusive of paid media, paid social and paid search. ● Meetings leads sources are inclusive of 1) RFP submissions via GA, 2) webinar leads via media/offline media leads, 3) website meetings email signups, and 4) website modal meetings signups. ● Overall impressions are lower YOY due to a shift in strategy to focus on lead generating tactics that reach a more qualified audience.
Meetings Leads
5,208
Total
Campaign
Impressions
31,634,165
30 OWNED MEDIA:
Social
31 Facebook
Instagram
LinkedIn
YouTube
Pinterest
TikTok
30,626
33,298
479
3,437
1,258
676
ORGANIC SOCIAL MEDIA
PLATFORM Jun 2024 Jun 2025 YOY
31,082
39,448
518
3,826
1,603
680
Threads 7,178
75,710 84,335
+1.49%
+18.45%
+8.14%
+11.32%
+27.42%
+0.59%
+20.92%
+11.39%
5,936
Overview : Visit San Jose’s social media strategy led to a 11.39% increase in organic followers across all platforms. Follower growth was driven by strong partnerships with content creators and local businesses, boosting our reach and visibility. 32 OWNED MEDIA
eCRM
33 33
EMAIL: January - June 2025 (Leisure)
• From January to June, 11 campaigns were launched
totaling over 1.13 million emails sent. 7,674 new leads were added between January and June from paid
search, paid social, and on-site sources.
• Content included support for multiple local events
including Fountain Blues and Brews Fest, San Jose
Theater performances, Cirque du Soleil, Women’s
Conference and more. Each email also supported
restaurants and hotels.
• Emails to our active segment generate an average 37%
open rate (9% increase over 2024) and 0.54% click
rate.
34 34
EMAIL: January-June 2025 (Theaters)
• Launched a refreshed San Jose Theaters
newsletter late last year.
• The Theaters audience received four
dedicated emails as well as a Cinequest
dedicated email in March.
• Content centered around upcoming live
theatrical performances at San Jose
Theaters - with restaurant and hotel
callouts in each deploy.
• Emails deployed to the Theaters audience
generated an average open rate of 23%.
35 EMAIL: Database Totals as of July 2025
• Total Leisure Database: 108,935
• Total Meetings Database: 19,139
• Total Theaters Database: 57,261
36 EARNED MEDIA:
Public Relations
37 PR Highlights – January through June 2025
• Placed 29 stories in local and national outlets
Reach 568.5M viewers
Ad Value $212K
• Major themes included:
• San Jose as an insider’s wine destination
• Lunar New Year
• San Jose Love
• Japantown
For full FY 2024/25, Visit San Jose earned media
efforts generated:
o 58 placements
o 1 billion in reach
o $2.5 million in ad value
You're Not Imagining It, Restaurants Really Do Save the Best Tables For Reservations
Online
Reach 4.8M | Ad Value $9.2K
The Spa Spritz Is the 2025 Drink of the
Summer
Online
Reach 7.2M | Ad Value $13.5K
How to Honor AAPI Heritage Month 2025
Online
Reach 14.7M | Ad Value $26.5K
Zip Trips: Japantown
Broadcast
Reach 44K | Ad Value $23.7K
38 TSJ’S INVOLVEMENT
IN CITY-LED
2026 EFFORTS
39 Visit San Jose: SJ26 Marketing
Paid Media
SJ26 Strategy: In advance of Super Bowl LX and
World Cup 2026, build awareness of San Jose’s
airport, hotels, restaurants, shops and experiences
for travelers to ultimately fly in and out of SJC and
book their stay in San Jose over local competitors
during key sporting events.
The campaign will also drive sporting event
attendees to extend their stay to explore our
attractions and experiences. *Campaign
launched in September.
40 Owned Media – websites
SJ26.org
• Hosting and Developed with Psychle
○ Live on 8/28, will stay live through 2026
○ Events populated through SanJose.org
Visit San Jose Website
• Homepage Hero, Footer & Fly-Ins
○ Points to sj26.org
○ Live on 8/28, will stay live through 2026
○ Industry pages evolving to include 2026
partner information and toolkit
41 2026 Cultural Marketing COOP with
City’s Office of Cultural Affairs
VSJ is leading the strategy, creative direction, production, deployment and reporting of digital ad strategy to support visitation and drive awareness of local cultural events in 2026.
Partners Receiving Ad Support are:
• Office of Cultural Affairs
• CATS
• Cinequest
• Levitt
• MACLA
• Opera
• Jazz
• SJMA
• Symphony San Jose
• VAR Lunar New Year
• Fountain Blues
• School of Arts & Culture
• San Jose Day
42 COLLABORATIVE
MARKETING
EFFORTS
43 San Jose Collaborative Marketing
• VSJ is leading the collaborative marketing group for SJ26.
Current partners include (but not limited to): San Jose Mineta International Airport (SJC), San Jose State
University, Office of Economic Development, Mayor Matt
Mahan’s Office, District 3, San Jose Downtown Association. • After initial campaign last December, group turned to focus on 2026 events in San Jose, developing brand,
further solidifying marketing channels and developing
calendar of event deployment.
•
Visit San Jose is providing templates for all interior and exterior digital screens and marquees, websites, social media channels, and e-newsletters.
• Deployment began with SJ26 brand launch on 8/28 and
deployed assets for Valkyries in San Jose on 9/17.
• Collaborative Reach: 1.3M
44 Paid Media Definitions
● Industry Standards
○ CTR goal of 0.40% is a blend of industry standards for Social (0.90% FB benchmark) + Digital (0.08%-0.12%) + Native (1-3%). ○ CPE is based on estimated amount of engagements per partner dependent on media spend, impression volume and tactic. It’s calculated by spend divided by engagement (digital video views, clicks contributing to site traffic and engagement with custom units). We want CPE to be as low as possible to demonstrate efficiencies through media buying power and optimizations. ○ CPI is based on estimated amount of inquiries per partner dependent on media spend, impression volume and tactic. Note that only portion of our media (Convert tactics) is optimized toward inquiries to drive a further vacation planning action. ● Glossary
○ Inquiries = Website pageviews/interactions, off-site ad unit interactions ○ Impressions = How many times the an ad was delivered to users. ○ Total Revenue = includes Flight and hotel revenue combined. ○ ROAS = Return on Ad Spend. This is calculated based on amount of spend divided by total revenue. ○ CPM = Cost Per 1,000 Impressions.
○ CTR = Click Through Rate.
○ CPE = Cost per engagement. Site visits to partner landing pages, social media video completions and post activity all count towards engagements to demonstrate success against creating engagement with content and moving consumers to seek out vacation planning information. ○ CPI = Cost per inquiry. Inquiries - pageviews/website engagements, off-site engagements, video completions ○ CPLPV = Cost Per Landing Page View.
○ CPC = Cost Per Click.
○ Link Click = When a user clicks the link in an ad or post. ○ Landing Page View = When a user who clicks a link successfully views the landing page after it loads. ○ Reactions = Interactions with social media posts/ads such as Like, Love, Care, Haha, Wow, Sad and Angry. ○ Reach = Total number of people exposed to messaging.
○ Impressions = How many times the an ad was delivered to users. ○ Frequency = The average number of times each person saw your ad. ○ Engagement Rate = The total number of engagements divided by the number of impressions, then turned into a percentage. ○ RFP = Request for Proposal (an online form used to request more information for planning a meeting/event to be held in San Jose) 45 TSJ Outreach to
Local Buinsesses
46 Per the updated contract, Team San Jose convened two BiAnnual Summits for Hospitality businesses (TSJ BASH).
September 17, 2024 – 100 total attendees
February 6, 2025 – 177 total attendees
Based on feedback from the first meeting, TSJ staff
developed and launched industry pages, giving local
businesses easy access to resources.
The community impact email list grew from 150 contacts at the start of FY 2024-25 to 500 by the end of the fiscal year.
The next TSJ BASH is Thursday, November 13, 2025 at 4pm.
TSJ Outreach to Local Businesses
47 THANK YOU
48