Visit Stockton Service Plan 2023 || 1
2023 ANNUAL SERVICE PLAN
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, 2023..
2023 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 2023 Budget includes a carryover of $250,000 from 2022 and also reflects a 5% contingency fund allotment of $86,000 (5% of $1.72M) as per the TBID Management District Plan.
2023 Anticipated Revenue
$2,061,600
($1,720,000 - TBID Revenue)
($91,600 - Misc. Revenue)
Sales & Marketing
$1,687,500
Administrative & Operations
$288,100 Average Daily Rate
for Hotels in Stockton
was $111.25, up 7.3%
over last year.
TRENDS IN
STOCKTON
TOURISM
IN 2022
60%
of people who visited
San Joaquin County
in 2022 (30.7M visits)
also visited Stockton.
Stockton is the
highest-visited
community in the San
Joaquin County (18.6M
visits), generating the
longest visit times
compared to our
competitive set.
DIRECT
TRAVEL
IMPACT IN
STOCKTON
Direct impact represents
the earnings attributable to
travel expenditures made
directly by travelers at
businesses across the city.
$241.2 M
direct travel spending
Includes: accommodations,
food services, arts and
entertainment, retail sales,
and transportation
2,200
jobs supported
$8.1 M
local tax receipts
generated
$11.5 M
state tax receipts
generated
Source: Dean Runyan
Associates, 2021
EXHIBIT 1
Visit Stockton Service Plan 2023 || 2
In addition to our demand and brand goals, Visit Stockton identifies the following as 2023 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
2023 GOALS AND STRATEGIES
• Objective A: Continue telling the visual “This is Stockton” story through Visit Stockton produced videos, highlighting the small businesses and organizational stories that drive visitation, economic development, and advancement to our community. • Objective B: Produce twice-monthly episodes for the “This is Stockton” podcast (which had the most successful launch of any podcast on the Destination Marketing Podcast Network in 2022), bringing awareness to our community and neighboring regions. • Objective C: Create organic, unscripted, vertical video content to continue sharing the Stockton story to our social followings (vertical video is a dominant medium on all social channels for 2023).
• Objective D: Edit, enhance, perfect, and create new Google Stories in partnership with Visit California, creating visual awareness across Google Search and partner websites.
GOAL: Sharing the Stockton Story
GOAL: Data & Targeting
• Objective A: Continue onboarding and becoming platform-proficient in new data and research platforms (Placer.ai and Sprout Social) which will drive our organizational decision-making.
• Objective B: Use data tools to identify high-value potential visitors (and regions, including Sacramento and the Bay Area) and target paid advertising campaigns to those audiences. • Objective C: Identify personas and audiences likely to convert from day-trippers to overnight stays, especially around special events, summer traffic, and other special promotions.
This is Stockton started as a podcast
series highlighting the people, places,
and happenings of our community. To
diversify the audience and spread greater
awareness, we launched the This is
Stockton video series visually highlighting
the uniqueness of Stockton with a call-to-
action to “come see Stockton for yourself.”
Foot traffic heatmap that represents
visitors who visited Stockton for more than
120 minutes. Source: Placer.ai
EXHIBIT 1
Visit Stockton Service Plan 2023 || 3
GOAL: Sharing the Stockton Story
Stockton Flavor Fest, an award-winning
three-day festival, is a celebration of the
food, music, and cultures that make-up
the diverse communities in and around
Stockton. With the help of local nonprofits,
organizations, artists and creatives,
Stockton Flavor Fest creates a sense of
pride and excitement in our community.
2023 GOALS AND STRATEGIES
• Objective A: Increase attendance at Stockton Flavor Fest by targeting marketing efforts to our high-visitation regions based on insights and research by our data partners. • Objective B: Incentivize visitation through special promotions, activities, and discounts to Friday activities at Stockton Flavor Fest in order to increase beverage sales (our main source of revenue).
• Objective C: Gather insights and actionable data through a post-event survey at the conclusion of Stockton Flavor Fest 2023.
• Objective D: Increase the dwell time (length of visits) and visitations (number of times visited) to Stockton Flavor Festival by offering discounted multi-day tickets, diversifying programming, etc.
• Objective A: Update our Planner Guide to include sporting venue information, update and include new hotel properties and meeting spaces, and highlight attractions in Stockton.
• Objective B: Continue to integrate the new Development team into the meetings and sports markets to build relationships, connections, and draw new opportunities to our area.
• Objective C: Prioritize knowledge and training of the new Development team with our customer relationship management tool (CRM), which will assist in outreach, follow-ups, and overall communication with meetings and sports partners.
GOAL: Future Sports & Event Opportunities
Looking for additional information? A copy of the 2022 Visit Stockton Annual Report can be found online at visitstockton.us/annualreport22 GOAL: Growth of Destination-Driving Event
GOAL: Content Pillar Campaigns
• Objective A: Research our social, website, and other
digital analytics to identify content pillars (dining,
waterways, farms, etc.) that promote the most visitation into our area.
• Objective B: Use content pillars to drive visitation
to Stockton through year-round digital and print
promotions, highlighting the activities and attractions that make Stockton unique.
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Visit Stockton Service Plan 2023 || 4
Stocked Full of Dining (January)
Celebrate dining in Stockton with a month-long foodie takeover across all Visit Stockton channels, highlighting the flavor of our communities.
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 10 th annual event.
Feast at the Fox (May 5)
In its 5th 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 Flavor Fest (May 19-21)
The international award-winning festival (in partnership with the City of Stockton) is back to celebrate Stockton’s culture, cuisine, and community at Weber Point Events Center on the beautiful Downtown Waterfront.
Sport City Golf Tourney (October 23)
Hit the course for a good cause at the 2nd annual Sports City Golf Tourney returns to raise awareness and funds for the Stockton Sports Foundation. 2023 Confirmed Sporting Events
St. Mary’s Girls Basketball MLK Tournament (January 13-16) CIF Sac-Joaquin Wrestling Championships ( February 17 - 18) NCAA DI Women’s Water Polo Championship (May 12-14)
OTB Disc Golf Open (May 12-14)
WCC Baseball Championship (May 24-27)
COMMUNITY ENGAGEMENT
Hosted and produced events for 2023
146 W Weber Ave
Stockton, California, 95202
Call us at 877.778.6258
8AM to 4PM, Monday - Friday
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 EST. 2022
George Kaplanis
President
Omega Hospitality
Wes Y ourth
Vice President
Univer
sity of the
Pacific
Susan Obert
Treasurer, Haggin
Museum
Alex Munro
Hilton Stockton
Rhona Miles
University Plaza
Waterfront Hotel
Isadora Harness
Marriott Properties
Jai Patel
Red Roof Inn
Michael Blower
Council Appointee
Councilmember,
District 3,
City of Stockton
MEET THE TEAM
BOARD OF
DIRECTORS
ADMINISTRATION & OPERATIONS
Wes Rhea, CDME
Chief Executive Officer
[email protected] | 209.938.1555
Christa Griffith
Office Manager & Volunteer Program Manager
[email protected] | 209.938.1555
SPORTS, EVENTS, & TOURISM DEVELOPMENT
Rebecca Scharmann
Director of Sports, Events, & Tourism Development
[email protected] | 209.938.1556
Diana Nuño
Events & Community Engagement Manager
[email protected] | 209.851.3096
Nicholas Ramirez
Events Services Manager
[email protected] | 209.938.1552
MARKETING & COMMUNICATIONS
Amy Alpers
Director of Marketing & Communications
[email protected] | 209.636.4348
Anthony Esteves
Social Media Content Manager
[email protected] | 209.938.1557
Jesse Salazar
Video Production Manager
[email protected] | 209.938.1553
Wesley Sosa
Graphic Designer & Brand Manager
[email protected] | 209.938.1557
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