TEAM SAN JOSE
Semi-Annual Status Report
Community and Economic Development Committee
April 27, 2026
Item (d)2
Team San Jose Presenters:
John LaFortune, President & CEO
Ihab Sabry, CFO
Laura Chmielewski, VP of Marketing & Communications
Matthew Martinucci, VP of Sales & Destination Services
Ben Roschke, VP of Research & Strategic Development
FISCAL YEAR 2025-2026
MID-YEAR PERFORMANCE MEASURE RESULTS
YTD ACTUAL GOAL VARIANCE
Estimated Direct
Visitor Spending $38,417,564 $33,338,946 $5,078,618
Future Hotel Room Nights
Booked (Citywide) 81,898 65,000 16,898
Theater Occupancy 100% 95% 5%
Gross Operating Revenue $22,559,225 $21,996,322 $562,904 Gross Operating Results $2,720,585 $378,939 $2,341,647* Customer Satisfaction
Response Rate
100%
33%
95% 5%
* - Overage mainly due to cancelled tech event.
2 SUPER BOWL LX (COMPARED TO SUPER BOWL 50)
• 85.3% Occupancy +21%
• $287.81 Average Daily Rate +9%
• $241.94 Revenue per Available Room +30%
• Change largely driven by transient demand
3 SUPER BOWL HOTEL OCCUPANCY SHIFTS
TOWARD LEVI’S STADIUM ON GAME DAY IN 2026
Submarket occupancy for Super Bowl week in 2016 and 2026 Source: CoStar, February 2026 4
LEVI’S STADIUM HOTELS JUMP IN
PERFORMANCE COMPARED TO 2016
Percent change of key performance indicators,
2026 Super Bowl Sunday compared to 2016
Source: CoStar, February 2026 5
NVIDIA GTC 2026: 3/15 – 3/19/2026
• 90.4% Occupancy +0.1% vs STLY
• $339.84 Average Daily Rate +19.7% vs STLY
• $307.33 Revenue per Available Room +19.8% vs STLY
6 MARCH MADNESS: 3/24 – 3/28/2026
• 79.6% Occupancy +12.3% vs STLY
• $200.31 Average Daily Rate +21.6% vs STLY
• $159.38 Revenue per Available Room +36.6% vs STLY
7 SALES
FUTURE CITYWIDES
BOOKED FYTD %FYOY
Count 12 140.0%
Rooms 58,394 99.9%
LEAD GENERATION FYTD %FYOY
Event Leads Entered 642 -1.2%
Room Night
Leads Entered 565,450 -10.0%
MARKET SEGMENTATION OF FUTURE
CITYWIDE ROOM NIGHTS BOOKED
8 SALES UPDATE
Customer engagement • More events (67) than ever before SJCC Business Trends • 18 of 35 booked groups and 31k of 70k booked room nights are new business
• Show dates: 63 in calendar 2023, 74 in 2024,
91 in 2025, 93 YTD in 2026, 61 in 2027 (vs
28 STLY)
Citywide Contract Launched • 1st city in the U.S. to do so • Ease of doing business • Brand preference for attendees 9 JULY– DECEMBER 2025 CONSUMER PAID MEDIA
Production Reporting Spend Produced
IMPRESSIONS 39,616,187
REACH 13,205,396
HOTEL REVENUE $4,611,994
INQUIRIES 2,540,407
HOTEL BOOKINGS 12,908 or
(33,560 room nights)
FLIGHT BOOKINGS 17,495
TOTAL REVENUE
Flight + Hotel + In Destination
Revenue Combined
$21,975,864 TOTAL ROAS
Return on Ad Spend $42.96
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, Sojern (Sojern data reflects SJC flights + San Jose specific hotel searches versus the whole DMA as of July 2025.) • 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 user’s average spend in market), Epsilon (in destination transactions of those who were impressed by the campaign) • Production data is only a reflection of paid media.
• Impressions, reach and engagements is inclusive of paid media, paid social and paid search. 10
ORGANIC SOCIAL MEDIA
July - December 2025
• Organic followers increased across all Visit San José social platforms, +7.5% YoY. • Growth in followers and engagement is attributed to our strategy of focusing on need period campaigns, including the holiday season, which typically see an uptick in leisure activity but not necessarily room nights, due to increased local attractions such as Festival Fright Nights at the Winchester Mystery House, Christmas In The Park, and holiday performances at the San José Theaters.
PLATFORM DEC 2024 DEC 2025 YOY
Facebook 30,901 31,910 0.94
Instagram 36,632 41,076 12.13
LinkedIn 3,562 4,037 13.34
YouTube 486 540 11.11
Pinterest 678 679 0.15
TikTok 1,497 1,728 15.43
Threads 6,851 7,409 8.14
80,607 86,659 7.51
11 PR HIGHLIGHTS
• Placed 26 stories in local and national outlets
• Reached 183.5M viewers
• For an Advertising Value of over $1.3M
• Compared to the first half of 2025, ad value increased by 541.5% due to very successful national placements around the events of 2026 through New York Media event. Multiple hits in national leisure lifestyle publications increased the estimated ad value drastically.
• Major themes included:
• Positioning San José chefs as subject matter experts in technique or culinary experience
• Hayes Mansion as a Bay Area getaway escape
• SJ26 sports news in Super Bowl and FIFA announcements • San José as a top 2026 U.S. travel destination
The 10 Destinations Everyone Will Be Booking in 2026,
According to Travel Experts
Online
Reach 406.9K | Ad Value $3.7K
16 Best Places to Travel in 2026 for
Memory-Making Adventures
Online
Reach 3.8M | Ad Value $35.9K
11 Cities Rewilding the Future
Online
Reach 3.2M | Ad Value $29K
These 7 Wine Varietals Are About to Be Big in 2026,
According to Sommeliers
Online
Reach 5.7M | Ad Value $52.7K
12 POSITIONING SAN JOSE
with other “Best-in-World” destinations in national media 13 SJ26 CAMPAIGN SUMMARY
September 2025 - February 2026
• From September through February, we secured over
130 hotel room night bookings and 703 searches as
a result of the paid media campaign.
• Total revenue captured was $13,089. In terms of
flight activity, there were 53 bookings and 1,470
searches.
• The campaign delivered 35M+ impressions and
generated over 1.9M engagements.
• Symphony reported an estimated 104K observed
visits from those who have been impressed through
our campaign from the beginning of September
through late February.
14 OCA 2026 CO-OP PARTNERS
For 12 cultural partners:
• Developed strategy
• Identified media vendors
• Brokered media purchases
• Developed creative including design, image
selection and copywriting
• Monitored performance to optimize return
• Generate performance report
COMPLETED
San José
Museum of Art
Cinequest
LIVE NOW
San José Day
MACLA
IN PLANNING
o San José Jazz Summer Fest
o CATS
o Levitt
o Fountain Blues Fest
o Office of Cultural Affairs
SOON TO BE PLANNED
Opera
Symphony San José
School of Arts and Culture
at Mexican Heritage Plaza
15 TSJ OUTREACH TO
LOCAL BUSINESSES
Pursuant to the updated contract, Team San Jose convenes two BiAnnual Summits for Hospitality businesses (TSJ BASH).
Fall 2025 TSJ BASH: 224 Total Attendees (47% growth from Spring 2025) The community impact email list grew from 500 contacts at the start of FY 2025-26 to 765 contacts post-event.
The next TSJ BASH is Thursday, June 4th, 2026, at 4pm.
In addition to the summits, TSJ has continued outreach in downtown through partnership with the City and SJDA and has worked extensively with the neighborhood business associations throughout the city. 16 TEAM SAN JOSE
Semi-Annual Status Report
Community and Economic Development Committee
April 27, 2026
Item (d)2
Team San Jose Presenters:
John LaFortune, President & CEO
Ihab Sabry, CFO
Laura Chmielewski, VP of Marketing & Communications
Matthew Martinucci, VP of Sales & Destination Services
Ben Roschke, VP of Research & Strategic Development