1 |
2023
ANNUAL REPORT
& 2024 SERVICE PLAN
EXHIBIT 2
Partners, Stakeholders, and Community Members,
Welcome to 2024!
As we enter the new year and look back at 2023, we can’t help but wonder, what is our new normal? Though we are nearly four years from the beginning of the pandemic, our local visitor economy still struggles to recover. Last year, like many others in our region and the valley, Stockton faced reduced foot traffic and hotel bookings. While challenging, our resolve hasn’t wavered. Our team remains dedicated to bolstering our city’s lodging and hospitality sector.
Looking deeper at the numbers, hotel occupancy in Stockton dropped 5.8% in 2023, with average daily rates holding steady and ending the year at a healthy $117. When we look at visitor foot traffic, utilizing our geolocation platform Placer.ai, we see foot traffic down 10.7% for visitors traveling 30 miles or more and staying 30 minutes or more.
Similar decreases are seen in the other two large San Joaquin County cities as well as communities in the valley all the way south to Bakersfield. While difficult to pinpoint the reasons behind these declines in the valley, many continue to point to ongoing economic uncertainty and the shifting travel behaviors of Californians.
One challenge we look to address in 2024 is hotel leakage where often visitors to Stockton are often choosing to stay at newer properties in bordering communities.
This, coupled with a short-term rental market (Airbnb/VRBO) that continues to grow, is also attributed to lower overall occupancy. Despite this, we were excited to welcome Stockton’s first new hotel built in over 15 years with the opening of the Hampton Inn and Suites in May. Equally encouraging, the Hilton Stockton completed significant renovations to all the hotel’s rooms and suites. Overall, the lodging inventory continues to struggle as Stockton, the 11th largest city in California, has less hotel rooms today than a decade ago.
In 2024, our strategy targets reversing hotel leakage by amplifying targeted marketing campaigns across search engines and social media, specifically aimed at our primary overnight markets. Furthermore, we’re revitalizing the small group meetings sector with an enhanced and more robust Meetings Incentive Program, designed to attract new group business to Stockton’s lodging facilities. We’re optimistic that these proactive measures, coupled with an upturn in the economy, will counteract the downward trends observed in 2023.
On the bright side, this past year brought us plenty of positives. In March we launched a fun, image-enhancing, campaign titled Fantastic4Stockton, an effort to get recognition from Marvel Studios to acknowledge Stockton as the rightful birthplace of the Fantastic Four. The campaign not only created significant media attention, but also garnered a Silver Award from the Hospitality Sales and Marketing Association International for its creativity and achievement. Our team also produced a second successful Stockton Flavor Fest, with over 16,000 people joining our celebration held on the downtown Stockton Waterfront in May with the support of the City of Stockton. The event again garnered multiple awards from the International Festival & Events Association (see the list in page 8), and a prestigious international award nomination from City Nation Place. We hope you can join us for the third Stockton Flavor Fest, May 17-19.
We remain positive about the prospects 2024 holds and look forward to a year that’s brighter and more secure than the last. At Visit Stockton, we take pride in our role within and contribution to the Stockton community. Wishing everyone a safe and healthy 2024.
Wes Rhea
Chief Executive Officer
A LETTER FROM THE CEO
2 | Letter from CEO
EXHIBIT 2
TABLE OF CONTENTS
TOURISM & LODGING
SPORTS &
DEVELOPMENT
2024 ANNUAL SERVICE PLAN
SIGNATURE
EVENTS
MARKETING
CAMPAIGNS
REPUTATION
MANAGEMENT
The tourism industry faced a challenging
2023, not just within Stockton, but also
the Central Valley. Learn more to see how
Stockton and other cities performed.
We help bring
regional, national, and
international sporting
events to our city.
See our goals for 2024, and learn more on what
we have in store for the upcoming year!
Visit Stockton’s
Signature Events
play a pivotal role in
shaping the narrative
of “things to do”
in the city, enticing
visitation to the area!
Our marketing
campaigns highlight
the stories in Stockton,
leveraging the diverse
communities and small
business owners.
Stockton could always
use a feel-good and
positive presence in
the media. Our projects
highlight the “fun facts”
and the hidden gems
of our city.
Also in this issue
Marketing Metrics
Special Projects
14 17
4 6 10 12
16 18
MEET THE TEAM
ADMINISTRATION & OPERATIONS
Wes Rhea, CDME
Chief Executive Officer
[email protected]
Christa Griffith
Office Manager
[email protected]
SPORTS, EVENTS, & TOURISM
DEVELOPMENT
Rebecca Scharmann
Director of Sports, Events, & Tourism
Development
[email protected]
Diana Nuño
Events & Community Engagement
Manager
[email protected]
Nicholas Ramirez
Events Services Manager
[email protected]
MARKETING & COMMUNICATIONS
Amy Alpers
Director of Marketing &
Communications
[email protected]
Anthony Esteves
Social Media Content Manager
[email protected]
Jesse Salazar
Video Production Manager
[email protected]
Wesley Sosa
Graphic Designer & Brand Manager
[email protected]
BOARD OF DIRECTORS
George Kaplanis
President
Omega Hospitality
Wes Yourth
Vice President
University of the
P
acific
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
3 | Table of Contents
EXHIBIT 2
One of our primary goals
for the upcoming year is to
minimize hotel leakage from
neighboring communities.
Our focus is on encouraging
individuals visiting Stockton
to choose accommodations
within the city, reinforcing
the commitment to keeping
guests within the local area.
Lodi
Manteca
Stockton
Modesto
Fresno
Bakersfield
-12.4%
-10.0%
-10.4%
-7.7%
-4.5%
-13.5%
3.9mil
7 .8mil
17 .6mil
12.1mil
27 .9mil
18.5mil
-8%
-6%
-4%
-2%
0%
2%
4%
Bakersfield
Fresno
Modesto
Manteca/
Lathrop
Stockton
Lodi
2.0%
3.4%
1.7%
6.8%
4.3%
1.2%
YtD Change in Lodging Revenue
2023 vs. 2022
YoY Change in Visits* 2023 vs. 2022 and Total Visits* in 2023 Source: STR Report
Other cities
in the Central
Valley saw a
decrease in
visitors in 2023.
Even though
Stockton saw a
decrease in foot
traffic, it still had the
highest visitation in
San Joaquin County
at 17.6M visits.
STATE OF
TOURISM IN
THE CENTRAL
VALLEY
In 2023, Stockton’s hotel occupancy
dropped by 5.8%, and foot traffic for
visitors traveling 30 miles or more
decreased by 10.7%.
Similar declines were observed in
other cities in San Joaquin County
and the valley down to Bakersfield.
The reasons are unclear, but
economic uncertainty and changing
travel behaviors among Californians
are thought to contribute.
*Visit is defined as a person who traveled to the city from 30+ miles away, and stayed 30 minutes or more.
Source: Placer.ai
4 | Tourism Updates
Foot traffic
was down
throughout the
Valley.
EXHIBIT 2
5 | Tourism Updates
Stockton continues its recovery from the
impact of the pandemic. Within this report,
we will spotlight the initiatives implemented
in 2023 to reinvigorate visitation and outline
our strategic plans for 2024.
STATE OF TOURISM
IN STOCKTON
487 .7k
593.1k
2023
2022
2021
Room Nights
YOY CHANGE
7.7%
10.9%
13.9%
700k400k0
528.2k
10.7%
59.9%
63.6%
71.2%
2023
2022
2021
Hotel Occupancy
YOY CHANGE
5.8%
12.1%
100%50%0%
0.9%$117 .13
$116.03
$107 .01
2023
2022
2021
Average Daily Rate
YOY CHANGE
8.4%
12.5%
$160$80$0
Direct Travel Impact 2022
$57,129,202
2023 Hotel Revenue
Generated from
Overnight Visits
Presented here are the consolidated findings from the 2023 STR Report. Although there were declines in occupancy
and room nights, the average daily rate exhibited resilience.
Recognizing the potential for growth, Visit Stockton is dedicated to identifying strategies to enhance overnight visitation in 2024.
Direct Travel Impact Data, compiled by Dean Runyan
Associates, describes the economic impact of travel
to and through our community, including detailed
estimates of travel spending, the employment and
earnings generated by this spending, and travel-
generated tax receipts.
This information is important because it allows us to
assess how the business of travel impacts our tax base, and what sort of burden they would face if we didn’t
support the industry.
Source: Dean Runyan Associates, U.S. Bureau
of Labor Statistics
EXHIBIT 2
OUR
SIGNATURE
EVENTS
Visit Stockton’s Signature Events play
a pivotal role in shaping the narrative
of “things to do” in the city. These
events not only promote visitation
but also contribute to storytelling,
creating a compelling backdrop for
our community. Moreover, they serve
as an inspiration for other events
professionals, encouraging the
production of large-scale activities
that contribute to the dynamic
cultural fabric of our community.
Tourism Breakfast
The Annual Tourism Breakfast serves
as a platform for our organization to
showcase achievements from the previous
year and outline plans and goals for the
upcoming year with our valued partners and
stakeholders.
The highlight was a presentation by Lynn
Carpenter, the VP of Marketing, who shared
Visit California’s program plans, provided
insights on enhanced partner involvement,
and offered an excellent opportunity for us
to spotlight Stockton.
6 | Our Signature Events
EXHIBIT 2
$10,800
Raised for the San Joaquin
Delta Culinary Arts Program
Feast at the Fox, our annual farm-to-fork dinner under
the Bob Hope Theatre marquee, serves as a signature
fundraiser for the Delta College Culinary Arts Program.
The final funding amount for Delta was $10,800, and
the event welcomed 176 guests, including four major
program sponsors and 10 table sponsors. Seven Delta
College professors took center stage as featured
chefs, with 36 student chefs contributing to the
preparation and execution.
Despite a slight drizzle, the event was a resounding
success, and we look forward to reimagining it for
years to come!
7 | Our Signature Events
EXHIBIT 2
8 | Our Signature Events
Stockton Flavor Fest, held from May 19 to 21, 2023, at the Weber Point Events Center, celebrated the diverse food, music, and cultures of Stockton. In collaboration with the City of Stockton (ARPA funding) and local partners, the festival aimed to instill pride and excitement in the community.
Building on lessons from the first year, significant changes were implemented, including the addition of a third day, Friday, providing more opportunities for community engagement and exposure for vendors, artists, and partners. New programs, sponsors like San Joaquin RTD, Tia Linda’s Margarita, and the Stockton Kings, as well as increased vendor and artist participation, contributed to the festival’s success.
ESTIMATED
ECONOMIC IMPACT
$1,207,709
Total Business Sales
$14,832
Total Local Tax Collections
ATTENDANCE
Friday
3,400
Sunday
5,700
Saturday
5,400
14,500
Total Attendees
Source: Placer.ai
20%
GROWTH
from 2022's
attendance
$29,179.89
Funds Raised for Non-Profits
VOLUNTEER PROGRAM
2,700+
Volunteer Hours
675
Volunteers
City Percentage
Stockton 60.5%
Sacramento 8.9%
Lodi 3.2%
Manteca 3.1%
Modesto 2.0%
Pittsburg 2.6%
Patterson 2.2%
Other 16.7%
VISITORS BY CITY
Stockton
60.5%
Sacramento
8.9%
Lodi
3.2%
Manteca
3.1%
Source: Placer.ai
AWARDS & RECOGNITION
International Festivals &
Events Association (IFEA)
Wilkerson & Haas Awards
Winner
Best Instagram Site
Best Digital Ad Series
Best Hat
Best Promotional Photo
Silver
Grand Pinnacle for
Overall Best Festival
Bronze
Best Single Ad
Best Newspaper Ad
Best Radio Promotion
Best T-Shirt
City Nation Place
Finalist
Best Placemaking Initiatve
$760k
Overall Budget
EXHIBIT 2
Back for its second year, the Sport City Golf Tourney is a great way to celebrate sports in Stockton while raising funds to bring even more sporting excitement to the city! The tournament was held at Brookside Country Club and featured on-course activations, an awards banquet, amazing raffle prizes, and a whole lot of fun! 9 | Our Signature Events
Visit Stockton in the Community (Highlights)
$23,748
Total Income
Asparagus Festival
Parents by Choice Trunk or Treat
Stockton Pride Festival
Bread of Life Volunteering
LAZ Parking Day
National Night Out
EXHIBIT 2
MARKETING
CAMPAIGNS
At Visit Stockton, marketing
campaigns serve as the
cornerstone of our promotional
efforts. Guided by data-driven
decisions, these campaigns are
strategically crafted around
themes that are distinctly
Stockton, aiming to attract
visitors and inspire exploration
of our vibrant city.
Stocked Full of Dining Campaign
Marketing Photo Shoot
San Joaquin County Tourism Grant TV Campaign
In a groundbreaking move, our 13-year January dining promotion embraced a digital-only strategy based on industry feedback. Through three weekly dining blogs, two videos on social media, digital TV commercials, website takeovers, and weekly giveaways, we engaged a wider audience, transcending our traditional Stockton Restaurant Week approach. The inaugural “Restaurant Month” garnered significant success, evidenced by a 21% rise in local restaurant visits in 2023 compared to 2022, as revealed by Placer.ai.
In collaboration with photographer Grant Taylor, Visit Stockton conducted a lifestyle photoshoot campaign, highlighting dynamic scenes of on-the-water activities, attraction visits, dining, and shopping. These captivating images can be accessed in the media hub for partners and are prominently showcased in the 2024 Visit Stockton Guide.
Visit Stockton secured a $100,000 San Joaquin County Tourism Recovery Grant in March 2023, leveraging research indicating Stockton as the county’s most-visited city with extended dwell times. The grant aims to attract a high-spending audience.
Focused on key pillars like dining, sports, and family recreation, a 6-month video promotion program was developed and distributed through EffecTV to target the regional drive audience.
10 | Marketing Campaigns
EXHIBIT 2
Stocked Full of Arts & Entertainment
Visitor Guide & Calendar
Digital Display Campaign
The Visit Stockton Guide, a beloved printed material for locals and visitors, showcases neighborhood highlights, dining recommendations, attractions, and Stockton’s history.
Distributed to partners and online, it inspires travel to our area and a serves as a companion to visitors in-market. The 2024 calendar, a cherished tradition, features user-generated images, highlights initiatives like the Stockton Savings Pass, and promotes events like Stockton Flavor Fest 2024, distributed to patrons, partners, and visitors, enhancing our promotional impact.
From July - December, we initiated a data-driven digital marketing campaign to target high-yielding travelers to ultimately visit and spend in destination. This valuable data empowers us to tailor our marketing approach, moving away from a generic message to one that resonates with our unique visitor market. Centered on family- friendly attractions and Stockton’s arts and entertainment offerings, the campaign yielded 7.7M impressions and 10.3K clicks to our website.
Following our successful all-digital strategy for celebrating Stockton’s dining scene in January, we extended this approach to our promotion of arts and entertainment in September and October. Traditionally funded by a grant from the California Arts Commission, administered through the City of Stockton (expired in 2022), Stockton Arts Week underwent a shift to a marketing-focused approach. This involved featuring arts organizations on the This is Stockton podcast, utilizing blogs, hosting hashtag contests on social media, and employing vertical video promotion.
Notable News Coverage
Stockton Flavor Fest returns on
Friday through Sunday. Here’s what
to know – KCRA3 (May)
Stockton Flavor Fest – Good Day
Sacramento (May)
Stockton Flavor Fest Studio
Interview – Studio40 (May)
11 | Marketing Campaigns
1,557,354+
Impressions
78,203
Engagement
29,310
Post Link Clicks
Social Performance:
Sep 2023 vs.
Sep 2022
7.7mil
Impressions
10.3k
Clicks
$13:1
Measured ROI
$970k
Measured VIsitor
Spend
EXHIBIT 2
AWARENESS
& REPUTATION
ENHANCEMENT
In our public relations endeavors at
Visit Stockton, a paramount focus
is placed on narrating the Stockton
Story, emphasizing the distinctiveness
of our community’s people,
places, and events. We understand
the significance of our voice in
disseminating positive news about
the community, actively shaping the
narrative for both locals and visitors.
This commitment underscores our
dedication to portraying Stockton
in its true essence and fostering a
positive perception.
This is Stockton Podcast
Our bi-monthly series, “This is Stockton,” showcasing our community’s people and events, has achieved considerable success, expanding our subscriber list and attracting new listeners each month.
In December 2022, we introduced the video counterpart to diversify our audience and raise broader awareness. Featuring Stockton through the perspectives of small business owners and leaders, the series encourages viewers to experience Stockton firsthand. The campaign, including two new videos in January 2024, contributes to our ongoing growth and outreach efforts.
24 Episodes
245
Subscribers
4.9/5
Apple
Podcasts
5/5
Spotify
This is Stockton Video Series
2023 Podcast Stats
12 | Reputation Enhancement
67k
views on
Youtube
EXHIBIT 2
To boost positive media coverage for Stockton, we initiated the “Fantastic 4 Stockton” campaign, aiming to feature the city in the upcoming Marvel blockbuster. With support from Mayor Kevin Lincoln, Al Greco (owner of Al’s Comics), Joe Field (the originator of Stockton becoming the home of the Fantastic Four), and the Visit Stockton team, we launched a petition accompanied by an engaging video and social campaign to unite the community around our shared enthusiasm for the Fantastic Four and love for Stockton.
The campaign garnered notable media coverage, positive sentiment across social channels, and wonderful comments on our petition page.
41.6k
Engagements
135.2k
Video Views
1.3mil
Impressions
4.0k
Shares
10.5k
Link Clicks
255
Media Pickup
PRESIDENT’S AWARD
Integrated Campaign:
Reputation Management
Hospitality Sales and Marketing
Association International
(HSMAI) Adrian Awards
13 | Reputation Enhancement
Fantastic 4 Stockton Campaign
EXHIBIT 2
14 | Marketing
DIGITAL MARKETING
Within our digital marketing initiatives, the Visit Stockton team leverages data-driven strategies to establish measurable Return on Investments (ROIs). This approach grants us flexibility, enabling us to adapt and refine our campaigns based on real-time metrics. By precisely targeting audiences with tailored messaging, our objective is to consistently deliver the right message to the right people, ultimately generating the most actionable and impactful results.
VISITSTOCKTON.ORG
2023 SNAPSHOT
TOP 5 BLOGS OF 2023
1. Top Things to Do in Stockton
According to TripAdvisor
2. Top 8 Restaurants in Stockton, CA
According to TripAdvisor
3. What to Expect at the Stockton
Lantern Festival
4. The Best Road Trip: Enjoy Farms and
Markets in Stockton, CA
5. 5 Popular Restaurants in Stockton, CA
According to Yelp
473,401
Engaged
Sessions
3.3%
UP
723,897
New Users 6.8%
UP
112,741
Direct
Acquisition
21.5%
UP
135,822
Organic Social 9.4%
UP
406,586
Organic Search 6.9%
UP
1,517,137
Pageviews 1.4%
UP
All website statistics were generated from GA4,
which is the new industry standard.
SOCIAL MEDIA
20,035,047
Impressions 2%
20% 37% 12%
UP UP UP
PROFILE PERFORMANCE (FB, IG, TIKTOK)
YOUTUBE VIDEO STATS
374,706
VIEWS
5.5%
CLICK THROUGH RATE
1,828.5
WATCH TIME
(in hours)
SOCIAL MEDIA FOLLOWERS
60.1K 25.3K 8.9K 1.1K 1.0K
733,474
Engagement 15.1%
UP
3.7%
Engagement Rate
(per Impression)
17.5%
UP
124,784
Audience 13%
UP
224,080
Post Link Clicks 9.7%
UP
VISIT CALIFORNIA
TRAVEL STORIES
WEEKLY
NEWSLETTER
837,873
Google
Impressions
438,679
Emails Sent
7.3%
Click Rate
0.11%
Google Click
Through Rate
6.8%
Story Click
Through Rate
52%
Open Rate
0.10%
Unsubscribe Rate
7,333
Story Views
Sources: Sprout Social and YouTube Source: GA4
Source: Localhood Source: Mailchimp
14 | Marketing
DOWN
EXHIBIT 2
15 | Marketing
210.6k
Engagements
887.8k
Video Views
6.1mil
Impressions
2.8k
Saves
41.0k
Link Clicks
Visit Stockton, under contract with ASM Global, took charge of all marketing requirements for the City’s inaugural Stockton Lantern Festival. The Stockton Ballpark was transformed, themed as “Koda’s Journey to the Magic Forest,” hosting over 50 days of the immersive light experiences.
Visit Stockton assumed creative leadership, handling logo creation, print advertisements, digital ads placement, commercials, and public relations for the event. The festivities commenced on November 25th and concluded on January 14th.
Social Media Metrics
ASM Global’s Stockton Lantern Festival Marketing Contract Source: Sprout Social
Media Coverage
Lantern Festival Opens in Stockton
Fox40 News
Stockton Lantern Festival
Good Day Sacramento
Stockton Lantern Festival - Fantasy
Comes to Life in Stockton
KCRA3
First Ever Lantern Festival Takes Over
Stockton Ballpark
ABC10
EXHIBIT 2
2,000+
Visitors & Players
60+
Room Nights
Equestrian Order of
the Holy Sepulchre
of Jerusalem
Meetings Hosted
In 2023, we demonstrated our dedication to revitalizing meetings in Stockton, successfully hosting a meeting for a religious group, laying the groundwork for ongoing excellence in event hosting within the vibrant city.
OTB Pro
Disc Golf
Open 2023
Pacific Invitational
Men’s Golf
$589,838
Business Sales
$38,858
Local Tax Collections
2,550
Attendees
185
Room Nights
300+
Attendees
9 College Teams
17 College Teams
259
Room Nights
2023 National Collegiate
Women’s Water Polo
Championship
Visit Stockton and the University of the
Pacific hosted 8 top-tier programs in May
for the 2023 National Collegiate Women’s
Water Polo Championship (including the
championship event and student-athlete
banquet held at the Stockton Golf &
Country Club)
SPORTS &
DEVELOPMENT
Organizing sporting events at
the amateur, collegiate, and
professional tiers plays a crucial
role in stimulating overnight stays
within our regions. Visit Stockton
collaborates with sports planners
nationwide to deliver top-tier
competition and entertainment,
enriching our local community.
16 | Sports & Development
$144,974
Total Business Sales
EXHIBIT 2
17 | Special Projects
SPECIAL
PROJECTS
Our special projects manifest
in diverse forms, ranging from
public relations initiatives and
market research to special
promotions and more. We relish
the chance to showcase our
programs in unconventional, and
often spontaneous, ways, seizing
opportunities to highlight our
endeavors beyond traditional
approaches.
Visit California collaborated with Visit Stockton and four rural partners to showcase our marketing prowess at a special one-day event. We highlighted Stockton’s uniqueness with partners like Stockton Soul and the San Joaquin Pride Center, receiving rave reviews. Expect to see Stockton featured in national and regional publications, thanks to Visit California and our team’s impactful collaboration.
Once again, Visit Stockton joined forces with the University of the Pacific (UOP) to execute a Resident Sentiment survey. Despite being a visitors bureau, our organization is committed to community benefit, and this survey ensures we uphold that commitment to our stakeholders. Building upon the 2021 survey, the current survey will serve as a baseline for our 2023 findings. Data collection was completed in late summer 2023, and current students are analyzing, comparing, and will provide a comprehensive report on their findings.
The Marketing and Development teams dedicated significant effort to research and execute the redesign of our Meeting Planner Guide, a key collateral piece essential for attracting new event business to Stockton. This comprehensive guide showcases local hotels, meeting spaces, and sports facilities while utilizing compelling storytelling and relevant case studies. Designed to resonate with meeting and event planners nationwide, the guide serves as an inspirational tool, driving informed decision-making in choosing Stockton as their
preferred destination.
Visit California Destination Mixer
Resident Sentiment Survey
EXHIBIT 2
2024SERVICE
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, 2024.
2024 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.
2024 GOALS AND OBJECTIVES
2024 Anticipated Revenue
$1,899,670
TBID Assessment
$1,700,000.00
Misc. Revenue (Events,
Contracts, etc.)
$178,200.00
Fund Balance from
Previous Year
$21,470.00
The 2024 Budget includes a carryover of $21,470 from 2023 and also reflects a 5% contingency fund allotment of $85,000 (5% of $1.70M) as per the TBID Management District Plan.
Objective 1: Reclaim Hotel Leakage
Reclaiming hotel leakage is vital for our area’s economic growth. Targeting likely travelers and implementing Hotel Awareness campaigns are key strategies to boost visibility and attract visitors. Emphasizing a re-imagined Meeting & Incentives plan further solidifies our appeal, ensuring we retain hotel bookings and position ourselves as a competitive destination for various travelers.
18 | Service Plan
EXHIBIT 2
Objective 2: Share the Stockton Story
Objective 3: Data-Driven Decision-Making
Objective 4: Event Growth
Our objectives include continuing the “This is Stockton” narrative through videos spotlighting small businesses, producing bi-monthly episodes for the successful podcast, creating engaging organic vertical video content for social media, and enhancing visual awareness through Google Stories in collaboration with Visit California. These efforts collectively emphasize our commitment to impactful storytelling and strategic visibility.
Our objectives center on leveraging data platforms for informed decision-making.
We aim to identify high-value visitors and regions, including Sacramento and the Bay Area, utilizing data tools for targeted advertising. Additionally, our focus extends to recognizing personas likely to convert from day-trippers to overnight stays during special events and promotions. These objectives highlight our commitment to precise, data-driven strategies.
Our goals include widespread distribution of the Planner Guide, integrating the Development team into meetings and sports markets, prioritizing CRM mastery for effective communication, and enhancing internal events like Stockton Flavor Fest, Feast at the Fox, and Sports City Golf Tourney. These objectives underscore our commitment to staying current and optimizing outreach efforts in the dynamic events markets.
UPCOMINGEVENTS
CONFIRMED HOSTED
EVENTS IN 2024
CIF Sac-Joaquin
Wrestling
Championships
February 16 - 17
NCAA Division II
Women’s Golf West
Regional
May 6 - 8
OTB Disc Golf Pro Tour
May 17 - 19
Tourism Breakfast - April 17
Stockton Flavor Fest - May 17 - 19
Feast at the Fox - September 6
Sport City Golf Tourney - October 18
19 | Service Plan
EXHIBIT 2
20 | 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
146 W Weber Ave, Stockton, CA 95202
EXHIBIT 2