Visit Stockton Service Plan 2022 || 1
2022 ANNUAL SERVICE PLAN
Who We Are
Visit Stockton is the official
destination marketing organization
for Stockton, California and as such,
is charged with the promotion and
marketing of the City of Stockton
as a leisure travel, sports, events,
and meetings destination. Founded
in 1979 as a 501(c)6, non-profit
corporation, Visit Stockton is
dedicated to positively impacting
the local economy through its
programming and elevating
civic pride while highlighting the
Stockton community as a positive
place to work, live, and visit. Visit
Stockton is funded in partnership
with local hotel properties through
the Stockton Tourism Business
Improvement District.
Mission Statement
Visit Stockton is dedicated to
enhancing the region’s Quality of
Life by collaboratively leading the
promotion of our richly diverse
community and advocating for
initiatives that will enhance the
city’s Quality of Place.
Vision Statement
Stockton is widely respected as a
diverse and welcoming community,
providing unique and authentic
experiences and opportunities for all.
Our Organizational Values
Accountability • Have Fun
Excellent Service • Giving Back
Learn and Improve
General Overview
The current Stockton Tourism Business Improvement District (TBID) was established effective January 1, 2016 by the Stockton City Council and expires December 31, 2025. The current TBID assessment levies a 4% fee per hotel room, per night. The funds are used for the marketing and promotion of Stockton, targeted toward increasing overnight stays. The assessment is applied to all lodging establishments within the city limits of Stockton; at this time there are no proposed changes to the boundary of the district.
Included in this Annual Service Plan are the strategies and objectives of Visit Stockton for the year ending December 31, 2022.
2022 Budget Overview
The attached budget is in compliance with the percentage thresholds set forth in the Stockton Tourism Business Improvement District Management District Plan approved by City Council in December of 2014.
The 2022 Budget includes a carryover of $300,000 from 2021 and also reflects a 5% contingency fund allotment of $80,000 (5% of $1.6M) as per the TBID Management District Plan.
2022 Anticipated Revenue:
$1,999,780
($1,600,000 - TBID Revenue)
Sales & Marketing
$1,677,340
Administrative & Operations
$242,440
Average Daily Rate,
Hotel Occupancy, and
Hotel Revenue in 2021
were all above 2019
milestones.
TRENDS IN
STOCKTON
TOURISM
IN 2021
Overall hotel demand
was up 14.4%
Stockton hotel revenue
was up 29.8%
Average Hotel
Occupancy for
Stockton in 2021 was
73.4%, as compared
to 64.7% in 2020,
showing strong growth
in ADR and demand.
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Visit Stockton Service Plan 2022 || 2
In addition to our demand and brand goals, Visit Stockton identifies the following as 2022 outcome measurements:
Overall Stockton Room Revenue • Sports and Group Events • Website Analytics Social Media Engagement Analytics • E- Mail Marketing Metrics • Overall Marketing Impressions Earned Media Impressions
2022 GOALS AND STRATEGIES
• Objective A: Highlight the assets and offerings of the community with a focus on cultural foods, diverse entertainment, priority for local vendors, and showcasing local organizations and creatives, in order to aid in the recovery efforts of downtown Stockton. • Objective B: Create a revenue structure that supports the community and ensures future success for the festival through sponsorships and volunteer-led support. • Objective C: Set the standard for events in Stockton, including visual appeal, elevated entertainment, economic awareness, and cleanliness.
GOAL: Create a Destination-Driving Signature Event for Stockton GOAL: Enhance Brand Awareness
• Objective A: Diversify our market share by creating the “This Is Stockton” podcast, highlighting the people, places, and stories of Stockton. • Objective B: Begin work with a public relations agency to increase the media share of Stockton stories and mentions, while increasing the reputation and visibility of Stockton, our events, and programs.
• Objective C: Expand our video presence, primarily on TikTok, including more “organic” content showcasing the characters and personality of Visit Stockton and our partners. • Objective D: Increase social media presence and efficiency by working with data providers and educational platforms.
Our first hosted live event in 2021, Stockton
Brew Fest welcomed 30 breweries and
1,100 guests at its new home at the Weber
Point Events Center. The event featured
live music, beer sampling, food trucks, an
artist market, yard games, and lots of fun
in the sun!
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Visit Stockton Service Plan 2022 || 3
2022 GOALS AND STRATEGIES
• Objective A: Create and execute an annual destination-driving event as part of the City’s initiative towards downtown recovery with the support of federal funding and City support. • Objective B: Participate in workshops, case studies, and advisory roles for Stockton recovery initiatives.
• Objective C: Support with program development, marketing, branding, and the execution of a digital or in-person investor summit to increase awareness and investment into our economy. • Objective D: Administer the Collide Arts Festival artist workshop, sculptural, and merchant grants, as well as the Stockton Arts Week workshop grants to benefit our local creatives and the community.
• Objective A: Evaluate the final results of the Stockton Resident Sentiment Survey and use it as a guideline for future awareness campaigns for Visit Stockton programming and events. • Objective B: Introduce new Stockton Experience Passes that elevate the evergreen offerings in the community, help support small business and the economy, and create positive awareness. • Objective C: Continue work with user generated content and ambassador programs to increase the owned assets within the organization and to increase organic media presence. • Objective D: Encourage the development of Visit Stockton staff and the community through participation on non-profit boards, advisory committees, and civic engagement. • Objective E: Embrace reopening by increasing Visit Stockton’s presence at community events, whether through volunteer efforts, marketing, networking, and awareness opportunities.
GOAL: Support City Initiatives
GOAL: Visibility
Looking for additional information? A copy of the 2021 Visit Stockton Annual Report can be found online at visitstockton.us/annualreport21
Beautiful spaces are all around us, and
the Stockton Art Trail helps highlight
the artistic gems across the city. From
large-scale installations, sweeping painted
murals, to carved storm drain covers,
explore Stockton’s offerings for a chance to
claim an “I Love Stockton Arts” mug.
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Visit Stockton Service Plan 2022 || 4
STOCKTON RESTAURANT WEEK (JANUARY
14-23)
For the 13th year, this promotion will be an economic
driver for local restaurants as Visit Stockton highlights the multi-course price-fixed menus.
ANNUAL TOURISM BREAKFAST (MARCH 16)
Visit Stockton will highlight the impact of tourism on
our community and celebrate those who work to aid
us in our mission at this 9th annual event.
FEAST AT THE FOX (MAY 6)
In its 3rd year, this farm to table fundraiser (in
partnership with the City of Stockton) will raise money for Delta College culinary students while highlighting
local agriculture and wine.
STOCKTON ARTS WEEK (MAY 6-15)
Artists, arts organizations, and community members
will come together to showcase their best during
the 6th year of this promotion that encourages
collaboration, education, and appreciation of
local artists.
STOCKTON FLAVOR FEST (MAY 14-15)
Visit Stockton will host the inaugural festival as part of the city’s downtown recovery efforts by highlighting
Stockton’s culture, cuisine, and community at Weber
Point Events Center.
COLLIDE ARTS FESTIVAL (MAY 14-15)
In its 3rd year, the City of Stockton, Stockton Arts
Commission and Visit Stockton will host this festival
within the footprint of the inaugural Stockton
Flavor Fest.
STOCKTON SPORTS FOUNDATION GOLF
TOURNAMENT (JUNE 3)
An inaugural fundraising event in support of the
Stockton Sports Foundation, increasing the visibility
and awareness of the foundation and how it increases
the visitor economy in Stockton.
STOCKTON BEER WEEK (SEPTEMBER 9-18)
This 10th annual celebration of beer culture will drive traffic to special events and limited-edition brews at
local bars, restaurants, and tap houses.
STOCKTON BREW FEST (SEPTEMBER 10)
In its new home in Downtown Stockton, this beer,
music, and food festival celebrates its 6th anniversary with a portion of the proceeds supporting the
Stockton Sports Foundation.
Hosted and produced events for 2022
COMMUNITY ENGAGEMENT
125 Bridge Place, 2nd Floor
Stockton, California
Call us at 877.778.6258
Office Hours: 8AM to 4PM, Monday - Friday
The objective of an ambassador program
is to make a destination the leader in
hospitality in their community, where
groups and guests know they will find
friendly and knowledgeable front-line staff, volunteers, and residents.
This is often carried out through a certification program (including pre- readings and an in-person class), ongoing educational opportunities hosted through the organization, and other milestones.
Visit Stockton is currently evaluating the future of our Stockton Ambassador program and how it can best serve our community, visitors, and economy. An objective of the future program will be to expand the opportunities and visibility of our current ambassadors, including their presence as volunteers and leaders at Visit Stockton and other community events.
We look forward to enhancing the programming and hospitality leadership in our community.
Board of Directors
George Kaplanis, CTA
President
Omega Hospitality
Wes Yourth, CTA
Vice President
University of the Pacific
Susan Obert, CTA
Treasurer, Haggin Museum
Alex Munro, CTA
Hilton Stockton
Rhona Miles, CTA
University Plaza
Waterfront Hotel
Isadora Harness, CTA
Marriott Properties
Jai Patel
Red Roof Inn
Christina Fugazi
Council Appointee
Councilmember, District 5,
City of Stockton
Meet the Team
Wes Rhea, CTA
CDME, CHIA
Chief Executive Officer
Christa Griffith, CTA
Office Manager &
CTA Program Manager
Rebecca Scharmann, CTA
Director of Sports & Tourism
Development
Nicholas Ramirez
Events Services Manager
Amy Alpers, CTA
Director of Marketing &
Communications
Anthony Esteves, CTA
Social Media Manager
Jesse Salazar, CTA
Video Production Manager
Wesley Sosa
Graphic Designer &
Brand Manager
Diana Nuño
Events & Community
Engagement Manager
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