SRTBIA
Santa Rosa Tourism
Business Improvement Area
ANNUAL REPORT FY 2021-2022
WORK PLAN FY 2022-2023
City Council – August 23, 2022
Rafael Rivero, Economic Development Specialist
Planning & Economic Development Department
SRTBIA: Overview
• Established August 3, 2010 - Santa Rosa Ordinance 3946 • 3% Assessment on lodging establishments, including hotels, motels, inns, vacation rentals, and all similar lodging businesses • Distribution of Funds Collected:
• 30%: City of Santa Rosa, Economic Development Division • 70%: Santa Rosa Metro Chamber, Visit Santa Rosa Program 2 SRTBIA: Overview
ADVISORY BOARD
5 members appointed by City Council:
• 1 Santa Rosa Metro Chamber employee
• 1 City of Santa Rosa employee
• 3 hotel operators, at least 1 full service, and 1 select service Current Roster:
3 Affiliation/Position Representing
• Peter Rumble
• Rafael Rivero
• Donna Renteria
• Tony Pace
• Todd Anderson
President/CEO
ED Specialist
Best Western Garden Inn
Hotel E
Best Western Plus Wine
Country Inn & Suites
SR Metro Chamber
City of Santa Rosa
Hotel – Select Service
Hotel – Full Service
Hotel – At Large
SRTBIA: Tourism Indicators
4 •April 2022 Average Occupancy Rate: 73.8%
•April 2022 Average Daily Rate: $220.35
Annual Average Daily Rate
(ADR)
Represents the average
amount spent on
accommodations by a
visitor per room night.
Occupancy Rate
Determined by dividing the total room nights
sold by the total room nights available for
purchase.
SRTBIA: Tourism Indicators
5 Annual Occupancy Rates by Month
SRTBIA: Tourism Indicators
6 Annual Average Daily Rate by Month
SRTBIA: Tourism Indicators
Sonoma County Airport Travel Trends (# of passengers)
7 SRTBIA: Tourism Indicators
8 Travel Impacts
Sonoma County Tourism
commissioned Dean Runyan
and Associates to create a
special report showing
revenue generated to each of
the municipalities from the
tourism industry.
• SR Visitor Spending: $317.5M
• SR Employment: 2.8k
• SR Total Receipts: $31.9M
SRTBIA: Financial Summary
• 9% Transient Occupancy Tax (SR General Fund)
applied to all lodging establishments within Santa Rosa city limits • 2% Sonoma County TBIA (Sonoma County Tourism)
applied to Sonoma County lodging establishments with annual receipts above $350k EXCEPT for the cities of Healdsburg and Sonoma (opted out) • 3% Santa Rosa TBIA (30% City and 70% Chamber)
applied to all lodging establishments within Santa Rosa city limits Total Tax and Assessments: 14%
Paid by people staying in Santa Rosa lodging establishments, including hotels, motels, inns, vacation rentals, and all similar lodging businesses except as noted 9 SRTBIA: Financial Summary
SRTBIA Assessment Revenue (3% local assessment)
10 Q1 Q2 Q3 Q4 Total
2021 $228,276 $443,075 $659,040 $452,859 $1,783,250 + 39% 2020 $313,593 $156,261 $331,767 $278,462 $1,080,083 - 45% 2019 $ 351,333 $ 541,509 $ 601,194 $ 468,678 $ 1,962,736 + 10% 2018 $ 393,047 $ 510,618 $ 548,560 $ 420,849 $ 1,875,075 - 10% 2017 $ 366,148 $ 533,979 $ 651,202 $ 466,609 $ 2,017,940 - 10% 2016 $ 359,117 $ 532,124 $ 659,658 $ 476,708 $ 2,027,608 + 10% 2015 $ 319,047 $ 471,471 $ 600,755 $ 432,620 $ 1,823,893 + 11% 2014 $ 278,597 $ 414,046 $ 538,212 $ 400,503 $ 1,631,358 + 11% 2013 $ 243,392 $ 388,906 $ 486,382 $ 334,930 $ 1,453,610 + 12% 2012 $ 213,069 $ 324,949 $ 442,635 $ 305,237 $ 1,285,890 + 11% 2011 $ 192,463 $ 285,884 $ 405,871 $ 258,274 $ 1,142,492 SRTBIA: Financial Summary
11 Transient Occupancy Tax (9%)
Q1 Q2 Q3 Q4 Total
2021 $684,829 $1,329,227 $1,977,122 $1,358,578 $5,349,756 + 39% 2020 $940,781 $468,785 $995,304 $835,388 $3,240,258 - 45% 2019 $1,053,999 $ 1,624,527 $ 1,803,583 $ 1,406,034 $ 5,888,143 + 10% 2018 $ 1,179,143 $ 1,531,855 $ 1,645,681 $ 1,268,549 $ 5,625,228 -10% 2017 $ 1,098,497 $ 1,601,930 $ 1,953,564 $ 1,399,845 $ 6,053,836 - 10% 2016 $ 1,077,265 $ 1,595,832 $ 1,979,642 $ 1,429,781 $ 6,082,520 + 10% 2015 $ 957,684 $ 1,413,327 $ 1,801,829 $ 1,294,574 $ 5,467,414 + 11% 2014 $ 836,436 $ 1,241,528 $ 1,610,962 $ 1,200,765 $ 4,889,721 + 10% 2013 $ 730,203 $ 1,166,691 $ 1,459,427 $ 1,004,402 $ 4,360,723 + 11% SRTBIA: Financial Summary
12 Funding Sources – City of Santa Rosa
Council Approved Budget $350,000
Carry Forward $393,551
Reserves $20,698 funds held in reserve that were received beyond Council approved budget CITY BUDGET – FY 21-22 BUDGETED ACTUAL
Administration + Operations
Staff, overhead and maintenance costs $269,000 $251,054 Professional Services $150,000 $137,190
Marketing, Promotions, Recovery Programs $100,000 $95,822 Event Support & Attraction $50,000 $25,500
Available Reserves $174,551
Total $743,551 $509,566
SRTBIA: Financial Summary
13 CY 2021 Contributions and Other Funding Sources – Visit Santa Rosa $ 15,500 County of Sonoma Welcome Center Funding
$ 13,250 Other revenue
VSR BUDGET – CY 2021 BUDGETED ACTUAL
Administration / Operations $307,539 $309,405
California Welcome Center Operations $18,500 $20,312
Group Sales, Marketing, Promotions, PR $517,200 $418,646 Event Support & Attraction $20,000 $15,500
Total $863,239 $763,863
SRTBIA: Looking Ahead
CITY OF SANTA ROSA BUDGET + WORK PLAN – FY 2022-2023
14 Initiatives
Strategic Plan Implementation
• Business audit/data collection
• Improve on-line access
Marketing
• Out There SR program
• Paid advertising
Local Engagement
• Merchandise
• Placemaking and Public Art
collaborations
• Event promotion
Event Support
• Reorganize city-wide event support
funding programs
EXPENSE
Administration + Operations
Staff, overhead, maintenance costs $288,000
Professional Services $180,000
Event Support & Attraction $ 50,000
Business/Workforce, OTSR, Placemaking Programs $ 215,985 Total $ 733,985
REVENUE
Council Approved Budget $500,000
Carry Forward $233,985
Reserves Use $0
SRTBIA: Looking Ahead
VISIT SANTA ROSA BUDGET + WORK PLAN – CY 2022
15 Initiatives
• Market Santa Rosa as a
Premier Overnight
Destination
• Attract, Retain and Grow
Groups & Events
• Reopen the California
Welcome Center in
Railroad Square
• Visitor & Market insights
analysis to update
marketing/sales strategies
BUDGET
Administration / Operations $ 386,550
California Welcome Center Ops $ 296,100
Sales, Marketing, Promotions, PR $ 654,600
Event Support & Attraction $48,000
Total $ 1,385,250
SRTBIA: Recommendation
It is recommended by the Planning and Economic Development Department that the Council, by resolution, accept the Fiscal Year 2021-2022 Annual Report, approve the continuation of the annual assessment on Santa Rosa lodging businesses, and adopt the Fiscal Year 2022-2023 Budget and Work Plan.
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