Visalia Tourism Marketing
District Renewal
June 6, 2022
Tourism Marketing District Overview
• Currently 114 TMDs in California
• Raise over $300 million for tourism promotion
• 80 TMDs outside California (Colorado, Florida, Kansas, Louisiana, Montana, New Jersey, South Dakota, Texas, Washington)
• Visalia TMD established in 2017
• 5-year term ending December 31, 2022
How a TMD works…
Hotels pay an
assessment…
Collected by the
local government…
Managed by a
Non-Profit
Organization.
Characteristics
• Level playing field—no free riders
• Transparency
• Reliability
• Pass-through to guests
LOCATION All lodging businesses with 20 + rooms within the City of Visalia
SERVICES
Marketing & Sales and Destination Development programs to promote Visalia as tourist, meeting and event destination, thereby increasing demand for overnight visitation
ASSESSMENT RATE 2% of room rental revenue
ESTIMATED ANNUAL BUDGET $650,000
TERM 10 years
MANAGEMENT The Visalia Tourism Marketing District Corporation consisting solely of hotels paying the VTMD assessment
Renewal Visalia TMD Parameters
Renewal Steps
✓Hotel Outreach & Consensus Building
✓Draft new Management District Plan
✓Petition Drive – Over 50% based on assessment budget
• City Council Hearings
• Resolution of Intention – June 6
• Public Meeting – July 18
• Public Hearing – August 1
• Renewed district begins January 1, 2023
Q & A
Thank you!
Gina Reed
Senior Project Manager
Civitas
[email protected]
@portofinohotel