Santa Maria Valley
Tourism Marketing District
FY 202526 Annual Report
Santa Maria V alley Tourism
Marketing District: Annual Report
Prepared: June 2, 2025
Introduction
The following outlines the annual report for the Santa Maria Valley Tourism Marketing District as we approach the 20252026 fiscal year, pursuant to Streets and Highways Code §36650 in Appendix 1 of the Santa Maria Valley Tourism Marketing District Management District Plan MDP.
District Boundaries:
There are no proposed changes in the boundaries of the improvement district or any benefit zones.
PAGE 1 of 4
Attachment B
Santa Maria Valley
Tourism Marketing District
FY 202526 Annual Report
202526 Activities & Improvements:
The Santa Maria Valley Tourism Marketing Districtʼs focus is on marketing the destination to attract overnight stays. The 202526 Santa Maria Valley marketing plan outlines a multi-faceted strategy to expand brand awareness, generate new demand, and deepen traveler engagement. The plan moves beyond a pure conversion-based model to focus on inspiring new audiences, exploring niche audiences (like multigenerational and Hispanic travelers), storytelling, and elevating signature experiences such as Santa Maria Style barbecue. Weʼll emphasize inclusive travel, tapping into cultural shifts like the sober-curious movement and road trip trends to position the region as both a destination and a launchpad.
Marketing efforts will span paid media, influencer outreach, SEO, public relations, email marketing, and an optimized website content strategy. AI-powered tools will sharpen targeting and content relevance, while cross-platform storytelling will connect with travelers at every phase of their journey, from inspiration to booking.
We
ʼll develop a new tourism campaign supported by refreshed visual assets and sustained media investment to keep the destination top-of-mind and relevant.
And, with the additional assessment revenue this year, we ʼll prioritize a custom
photo and video shoot to capture assets for the new tourism campaign.
In partnership with the Chamber Visitor Bureau, the district is expanding Santa Mariaʼs presence within group sales and tour operator shows, as well as select consumer travel exhibitions. Expanding and supporting events is also a priority for our district. The Tourism District TMD wants to see events like the annual Barbecue Festival expand, thereby welcoming more out-of-town visitors. The TMD also has an interest in supporting community programs that are directly connected to the tourism industry and has slated to support the Rec Ready Mentorship program in partnership with Hancock College, as well as the public art program led by the City of Santa Maria
ʼs Rec & Parks department.
PAGE 2 of 4
Santa Maria Valley
Tourism Marketing District
FY 202526 Annual Report
20252026 Activity & Improvement Costs:
Method and Basis of Levying the Assessment:
Per the MDP, the Ownerʼs Association has the authority to increase the assessment rate to a maximum of four percent 4% of gross room rental revenue within the term of the district, not to exceed 0.5% in any given year. Upon the vote of the Board at the May 27, 2025 meeting, the assessment rate for fiscal year 2025/26 is a total of 2.5% of gross room rental revenue (increasing by 0.5%.
Based on the benefit received, the following stays shall not be subject to assessment: stays of more than thirty 30 consecutive days; stays by any officer or employee of a foreign government who is exempt by reason of express PAGE 3 of 4
Santa Maria Valley Tourism Marketing District FY 202526 Annual Report
provision of Federal Law or international treaty; stays by any person who is allowed
the
right
of
occupancy
by
the
operator
of
a
lodging
business
without
rent
(such
as
the
onsite
manager);
and
stays
in
any
vacation
rental
unit.
Surplus or Deficit Revenues:
Please refer to the balance sheet thatʼs included within this report.
Contributions Made from Other Sources:
Please refer to the Money Market interest amount reflected in the balance sheet thatʼs
included
within
this
report.
PAGE 4 of 4
Distribution account Total
Income
41000 TMD Assessments 424,826.97
41050 City Admin Fee -6,856.81
46000 Interest Income 6,850.69
Total for Income $424,820.85
Cost of Goods Sold
Gross Profit $424,820.85
Expenses
60200 Administration 59,335.65
64000 Marketing 0.00
60100 Account Management 11,668.00
64010 Media Placement 83,583.75
64015 SEO / Media Management 33,406.75
64080 Creative Development 28,123.75
64100 Social Media / Email / Content 31,566.25
64280 Local Event Grants 10,000.00
64450 Public Relations / Influencer 22,926.00
64500 Research & ROI Tracking 0.00
64520 Research & ROI - Projects 2,437.50
64530 Research & ROI - Reporting 4,875.00
Total for 64500 Research & ROI Tracking $7,312.50
64610 FAMs / Promotions 9,335.64
64800 Website Development 1,827.93
64900 Miscellaneous/Contingency 221.85
Estimated Marketing Costs May & June 85,500.00
Total for 64000 Marketing $325,472.42
Total for Expenses $384,808.07
Net Operating Income $40,012.78
Other Income
Other Expenses
Net Other Income 0.00
Net Income $40,012.78
Profit and Loss
SMV Chamber of Commerce - TMD
Estimated Year End FY25
Distribution account Total
Assets
Current Assets
Bank Accounts
10100 Checking - Heritage Oaks Bank 22,637.65
10500 CD - CoastHills CU 216,847.51
Total for Bank Accounts $239,485.16
Accounts Receivable
11000 Accounts Receivable 150.00
Total for Accounts Receivable $150.00
Other Current Assets
12000 Undeposited Funds
13000 Contigency Fund
Total for Other Current Assets 0.00
Total for Current Assets $239,635.16
Fixed Assets
Other Assets
Total for Assets $239,635.16
Liabilities and Equity
Liabilities
Current Liabilities
Accounts Payable
20000 Accounts Payable
Total for Accounts Payable 0.00
Credit Cards
Other Current Liabilities
23000 Suspense
Total for Other Current Liabilities 0.00
Total for Current Liabilities 0.00
Long-term Liabilities
Total for Liabilities 0.00
Equity
32000 Retained Earnings -10,377.62
Net Income 40,012.78
32100 Contingency/Renewal Reserve 60,000.00
32200 Opportunity Reserve 150,000.00
Total for Equity $239,635.16
Total for Liabilities and Equity $239,635.16
Balance Sheet
SMV Chamber of Commerce - TMD
Estimated Year End FY25