ANNUAL REPORT &
2026 SERVICE PLAN
2025
EXHIBIT 1
A LETTER FROM THE CEO
As I reflect on the past year, I’m proud of the momentum Visit Stockton has built and the clarity we’ve gained about where we’re headed. While the visitor economy continues to face shifting travel patterns and economic pressures, our focus has remained steady: support our hospitality partners, strengthen community pride, and position Stockton as a destination worth choosing.
This year, our work centered on impact over activity. We prioritized initiatives that delivered measurable value, elevated Stockton’s visibility, and reinforced the relationships that make our destination stronger.
From signature events and marketing efforts to community engagement and research, our team stayed focused on what matters most.
Tourism continues to play a meaningful role in
Stockton’s economy, supporting local jobs,
generating tax revenue, and driving spending
across hospitality, dining, retail, and
entertainment. While regional travel trends
reflect ongoing shifts in visitor behavior,
Stockton remains a key destination within the
Central Valley.
THE IMPACT OF TOURISM
-Robyn
Internally, our team remained focused on data-driven storytelling and collaboration. We’re using research and analytics to fine-tune our campaigns and ensure that each dollar invested works harder for our destination and our partners. Each event continues to drive meaningful economic impact by filling hotels, energizing restaurants, and spotlighting Stockton’s welcoming spirit. I am incredibly proud of the Visit Stockton team and thankful for the dedication of our board, partners, and community. Your collaboration and belief in this city continue to drive our success. Together, we’re not just promoting a destination, we’re sharing the story of a community whose creativity, energy, and heart make visitors want to stay.
Looking ahead to 2026, we are building on that foundation with clear priorities, thoughtful stewardship of resources, and a continued commitment to collaboration. The year ahead is about sharpening our focus, strengthening partnerships, and ensuring Visit Stockton remains a trusted leader for our community and stakeholders.
EXHIBIT 1
DIRECT TRAVEL IMPACT 2024
Direct Travel Impact Data, compiled by Dean Runyan Associates, measures the economic contribution of travel to and through Stockton, including visitor spending, employment supported, earnings, and tax revenue generated by travel-related activity.
$374.5M
DIRECT TRAVEL SPENDING
+3.2%
YEAR OVER YEAR CHANGE
$28.4M
TOTAL TAX GENERATED
+4.1%
YEAR OVER YEAR CHANGE
VISITORS SPENT OVER $1 MILLION A DAY IN
STOCKTON THRU DIRECT TRAVEL SPENDING
THE STATE OF TOURISM IN STOCKTON 2025
OCCUPANCY
2025 2024 2023
0% 10% 20% 30% 40% 50% 60%
57.4%
56.0%
59.9%
AVERAGE DAILY RATE
2025 2024 2023
$0 $20 $40 $60 $80 $100 $120
$108.70
$114.02
$117.13
ROOM NIGHTS
2025 2024 2023
0 100,000 200,000 300,000 400,000 500,000
474,080
462,583
487,558
YOY
Change
+2.5%
-6.5%
-6.2%
YOY
Change
-4.7%
-2.7%
+0.3%
YOY
Change
+2.5%
-5.1%
-3.8%
Presented here are the consolidated findings from the most recent STR data. Following declines in occupancy and room nights in 2024, 2025 closed with improving demand and increased overnight stays. While average daily rate softened during the year, overall performance reflects shifting market conditions and evolving travel behavior. Visit Stockton remains focused on strategies that support overnight visitation, hotel performance, and long-term destination growth.
EXHIBIT 1
PDGA CHAMPION’S CUP
STOCKTON
RESTAURANT WEEK
MAY 1-4, 2025
JANUARY 17-26, 2025
160 professional disc
golfers from across the
globe came to play at
Swenson in one of the
most elite competitions
in the world.
29 local restaurants
participated in this 15th
annual promotion that
drives traffic to eateries
during a historically slow
time of year.
2025 IN REVIEW
SIGNATURE EVENTS
AND INITIATIVES
Throughout the year, Visit Stockton focused on initiatives that strengthened visitation, supported local partners, and reinforced Stockton’s identity as a vibrant and welcoming destination. Below are highlights.
HOLLYWOOD NORTH
JUNE 9-12, 2025
A production team of
200 brought Hollywood
to Stockton to work on a
new television show at
University of the Pacific.
PACIFIC CUP WATER POLO
TOURNAMENT
APRIL 12-13, 2025
Codestack brought their
annual conference home
to Adventist Health Arena
where over 500 attendees
gathered to discuss
educational technology.
For the 2nd year in a row,
the nation's top water polo
teams came to compete at
University of the Pacific.
Sponsored in part by
Visit Stockton.
STOCKTON RESIDENT
SENTIMENT SURVEY
JULY 2025
Visit Stockton partnered with
University of the Pacific’s
Eberhardt School of Business
to launch the 3 installment of
the Stockton Resident Survey.
Results coming in May of 2026.
rd
CSCLIVE25
OCTOBER 1-3, 2025
FEAST AT THE FOX
SEPTEMBER 19, 2025
The 6 annual farm to
table dining experience
benefitting SJDC Culinary
Arts. In partnership with
The City of Stockton. With
support from The Kitchen
@ StoneBrier.
th
VISIT STOCKTON PACIFIC
INVITATIONAL
OCTOBER 9-11, 2025
17 teams from across
the western United
States went head to
head at The Reserve at
Spanos Park at this
annual competition.
EXHIBIT 1
SIGNATURE EVENTS
AND INITIATIVES
CONTINUED
OCTOBER 17-19, 2025
This international showcase
welcomed more than 700
dancers along with
spectators to Stockton
while celebrating
Polynesian culture.
TE FA'A NŌ TE 'ORI
TAHITIAN DANCE FESTIVAL
Visit Stockton entered into a strategic partnership with Airstream Ventures at the end of 2025 to expand Stockton’s presence in the sports tourism market. Airstream Ventures specializes in connecting destinations with tournament
organizers and national governing bodies, helping
communities
attract events that generate overnight
stays and economic activity. Through this partnership,
Airstream Ventures will assist with event recruitment and event servicing, while Visit Stockton will lead local
coordination and work alongside community partners to
support successful events. This collaboration strengthens Visit Stockton’s ability to pursue new sports tourism
opportunities and position the city to host more regional and national competitions in the years ahead.
SPORTS TOURISM DEVELOPMENT
MARKETING MATERIALS
DESIGNED IN 2025
This three-day event
brought leaders from
across the state to
Downtown Stockton and
highlighted the strengths
of our region.
CALIFORNIA FORWARD
ECONOMIC SUMMIT
OCTOBER 22-24, 2025
EXHIBIT 1
VOLLEYBALL
GIVEAWAY
EVENT CALENDAR
PROMOTION
MOVE-IN DAY TIGERS PROWLIN
THE MIRACLE MILE
ORANGE & BLACK BALL
WELCOME DISPLAYS CONFERENCE
TABLING
UNIVERSITY
OF THE PACIFIC
ONGOING ENGAGEMENT
WITH HOTEL PARTNERS
HOTEL PARTNER MIXERS HOTEL VIDEOS
Visit Stockton collaborates with
University of the Pacific throughout the
year to support campus and athletics
events, engage students and families,
and introduce new visitors to the
wonderful things Stockton has to offer.
Visit Stockton continued to prioritize strong
relationships with our hotel partners. Throughout
the year, the team worked closely with them to
support hosted events, improve the visitor
experience, and strengthen Stockton’s reputation
as a welcoming destination.
Efforts included creating welcome displays for
conferences and tournaments, participating in
conference tabling opportunities, hosting a hotel
partner mixer to strengthen communication and
collaboration, and producing a hotel highlight
video program to help showcase local properties
to meeting planners and event organizers.
These initiatives help ensure our partners remain
visible, supported, and positioned to benefit from
increased visitation.
EXHIBIT 1
ATHENA AWARDS TULEBURG PRESS STOCKTON KINGS STATE OF THE CITY
SAN JOAQUIN
PRIDE FEST
STOCKTON PORTS
BASEBALL GAME
NATIONAL
NIGHT OUT
MABLE BARRON
CAREER DAY
ELEANOR BY WOMEN UNITED
FAHNS AWARD
HONOREE
CHAMBER GOLF
TOURNAMENT
HOSTING LSAA
OPEN HOUSE
UNITED WAY
GIVING CAMPAIGN
ART EXPRESSIONS
SOUPER SUPPER
SCT BLACK &
GOLD GALA
HAGGIN Á LA CARTE
C
O
M
M
U
N
I
T
Y
E
N
G
A
G
E
M
E
N
T
Visit Stockton’s work extends beyond attracting visitors. Throughout the year, we remained present in the community, supporting local events, engaging residents, and strengthening relationships with our partners.
UNBOUND
STOCKTON TOUR
ADVENTIST
HEALTH ARENA
TRICK OR SUITE
EXHIBIT 1
MARKETING
SNAPSHOT
STRATEGIC MOVES IN 2025
Our marketing efforts focused on visibility, relevance, and performance across digital platforms, social media, and owned channels.
Views
Watch Time
1.5M
7.5k hrs
183%
78%
Click thru Rate
4.1%
Engaged Sessions
New Users
443k
541k
Direct Acquisition
142.6k
Page Views
Organic Social
1.2 Million
21.6k
Organic Search
261.4k
YOUTUBE
WEBSITE
88.3k
100k
2.6%
185.7k
IMPRESSIONS
7.03M
ENGAGEMENT
ENGAGEMENT RATE
PER IMPRESSION
POST LINK CLICKS
TOTAL AUDIENCE
SOCIAL MEDIA
PERFORMANCE
Emails Sent
Open Rate
404,102
49.2%
Click Rate
Unsubscribe Rate
5.7%
.10%
WEEKLY EVENTS EMAIL
TOP 10 BLOGS
Things To Do in Stockton According to Tripadvisor
Fun For The Whole Family
Top Restaurants in Stockton According to Tripadvisor
The Hauntings of Stockton
Halloween Happenings in Stockton
Farmers’ Markets Near Stockton
Stockton, California Crab Feed Season
How Stockton Joined the Marvel Universe
Holiday Family Fun in Stockton
Filmed in Stockton
Reorganized internal departments and refined job descriptions to better align staff roles, improve operational efficiency, and support Visit Stockton’s evolving priorities.
Established the Director of Community Engagement & Brand Development position and filled the role through an internal promotion, following an extensive search, recognizing strong qualifications and experience within the team.
Conducted extensive research and planning in preparation for the launch of the Visit Stockton Ambassador Program in 2026.
Engaged a social media marketing agency to develop and launch a digital marketing training program for local partners beginning in 2026.
Strengthened collaboration with local partners, venues, and hospitality stakeholders to support tourism growth and community engagement.
EXHIBIT 1
2026
SERVICE PLAN
General Overview
The current Stockton Tourism Business Improvement District (TBID) was established effective January 1, 2025 by the Stockton City Council and expires December 31, 2035. The current TBID assessment levies a 5% fee per hotel room, per night. The plan includes a
0.5% increase in year six to 5.5%. 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, 2026.
2025 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 November of 2024.
TBID
Assessme
nt
$1,900,000
Fund Balance
from Previous
Year
$649,000
Misc. Revenue
(Events, Contracts,
etc.)
$10,350
Note: The fund balance carried into 2026 reflects a combination of timing differences in year end expenses and temporary savings resulting from organizational staffing transitions during 2025. These savings were not the result of reduced programming or marketing investment, but rather a transition period as Visit Stockton repositioned its structure for long term effectiveness. In 2026, these funds will be strategically redeployed to strengthen organizational capacity, advance destination development initiatives, support targeted marketing opportunities, and maintain prudent operating reserves to ensure stability should travel demand or economic conditions fluctuate. This budget also includes a 5% contingency fund allotment of $95,000 (5% of $1,900,000) as per the TBID Management District Plan.
2026 ANTICIPATED REVENUE
$2,559,350
EXHIBIT 1
2026 Objectives
Objective 1: Support hotel performance and overnight visitation.
Visit Stockton will continue destination marketing efforts aimed at increasing overnight stays and reducing hotel leakage. Marketing and sales efforts will highlight Stockton’s meeting spaces, sporting venues, and visitor experiences to position the city as a competitive destination for meetings, events, and leisure travel.
Objective 2: Strengthen organizational capacity.
Visit Stockton will continue refining staff roles, responsibilities, and internal processes to improve operational efficiency. As new team members are hired and onboarded, the organization will prioritize training, collaboration, and alignment with Visit Stockton’s strategic priorities.
Objective 3: Launch a new Visit Stockton Ambassador Program.
Visit Stockton will develop and launch a renewed Visit Stockton Ambassador Program designed to educate residents and local employees about the importance of tourism to Stockton’s economy while deepening awareness of the city’s unique assets, experiences, and stories. The program will encourage participants to actively welcome visitors, support local events and businesses, and help champion opportunities that attract activity and investment to Stockton.
Objective 4: Provide digital marketing education for local partners. Visit Stockton will offer digital marketing training opportunities for local businesses and nonprofit organizations to strengthen their ability to promote their own activities and contribute content that supports broader destination marketing efforts.
Objective 5: Expand sports tourism opportunities.
Visit Stockton will work with Airstream Ventures and local partners to identify, recruit, and support sporting events that generate overnight stays and economic impact for the community.
EXHIBIT 1
CONFIRMED HOSTED EVENTS FOR 2026:
FEBRUARY 20-21: CIF SAC-JOAQUIN SECTION BOYS AND GIRLS WRESTLING MASTERS -
ADVENTIST HEALTH ARENA
FEBRUARY 20-21: VISIT STOCKTON DII GOLF INVITATIONAL - THE RESERVE AT SPANOS PARK APRIL 10-12: AMERICAN JUNIOR GOLF ASSOCIATION VISIT STOCKTON PREVIEW- SWENSON
PARK GOLF COURSE
APRIL 20-22: NCAA DIVISION II 2026 CCAA MEN'S AND WOMEN'S GOLF CHAMPIONSHIPS -
THE RESERVE AT SPANOS PARK
APRIL 22-26: WCC TENNIS CHAMPIONSHIPS - UNIVERSITY OF THE PACIFIC MAY 7-9: NCAA DIVISION II MEN’S GOLF SOUTH CENTRAL/WEST REGIONAL - THE RESERVE AT
SPANOS PARK
MAY 21–24: OTB OPEN (DISC GOLF PRO TOUR+ EVENT) - SWENSON PARK GOLF COURSE OCTOBER 11-14: VISIT STOCKTON PACIFIC GOLF INVITATIONAL - THE RESERVE AT SPANOS PARK
EXHIBIT 1
ADMINISTRATION & OPERATIONS
Robyn Camino , CEO and Film
Liaison @ Stockton & San Joaquin
Film Commission
MARKETING & COMMUNICATIONS
Christa Griffith , Director of
Community Engagement & Brand
Development
Anthony Esteves , Content Manager
MEET THE TEAM
George Kaplanis, President
Omega Hospitality
Wes Yourth, Vice President
University 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
Council Member Dist. 3
City of Stockton
BOARD OF DIRECTORS
WHO WE ARE
Visit Stockton is th e official destination marketing
organization for Stockton, California and a s s uch,
is charged with the promotion and marketing of
the City of Stockton a s a leisure travel, sports,
events, and meetings destination. Founded in
1979 as a 501(c)6, non-profit corpor ation, Visit
Stockton is dedicated to positively impacting the
loca
l economy through its programming and
elevating civic pride while h ighlighting the
Stockton c ommunity as a positive place to work,
live, and visit. Visit Stockto n 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 le ading
the promotion of our richly diverse community
and advocating for initiatives th at will enhance
the city’s Quality of Place.
VISION STATEMENT
Stockton is w idely respected as a diverse and
welcoming community, providing unique and
authentic experiences and opportunities for all.
ORGANIZATIONAL VALUES
ACCOUNTABILITY • HAVE FUN • EXCELLENT
SERVICE • GIVING BACK • LEARN AND IMPROVE
The Board of Directors meets
bi-monthly, and the public is
welcome and encouraged to attend.
EXHIBIT 1