COMMUNITY: Discover Coronado and their partners help local retail shops get ready for the holidays

DISCOVER CORONADO

ANNOUNCES NEW INITIATIVE TO SUPPORT LOCAL RETAIL SHOPS

Latest Program Part of the Organization’s Overall Community Support Plan

By Sydnie Moore Photos Courtesy of Discover Coronado

By supporting and funding an array of programs, Discover Coronado’s work truly enriches the beautiful community of Coronado.

Founded in 2010, Discover Coronado is the City of Coronado’s official destination marketing organization. Focusing on enriching the community through art and beautification initiatives and other benefits, the advisory board for Discover Coronado has approved a plan to bolster area retail businesses by funding a holiday shopping initiative.

According to Todd Little, executive director of Discover Coronado, the

organization plans to help Coronado Island stores better compete this holiday season against other shopping districts — as well as online venues such as Amazon. To achieve these ends, a partnership has been established between Discover Coronado, Coronado Mainstreet, the City of Coronado and the Coronado Chamber of Commerce to decorate and make the City’s downtown area and holiday tree more festive during NOVEMBER.

“The 100-foot-tall pine tree in Rotary Park continues to outgrow its existing strand of holiday lights, leaving vast portions of the tree undecorated,” Little said. “Renderings for the additional decoration show the entire tree adorned for the holiday shopping season.”

The newly improved tree will debut on Friday NOVEMBER 2nd, following the Coronado Holiday Parade. “Enhancing this community landmark during the season will elevate the holiday spirit on Orange Avenue where many of our locally-owned shops are situated,” Little said.

Discover Coronado will match the investment made by the City of Coronado for the initiative.

This year, a partnership of between Discover Coronado, Coronado Mainstreet, the City of Coronado and the Coronado Chamber of Commerce will decorate and make the City’s downtown area and holiday tree more festive throughout NOVEMBER.

Discover Coronado has funded the annual wrapping of Coronado’s Free Summer Shuttle since its inception nine years ago, including this year’s shuttle, which depicts an iconic public art mural that once graced the Cora Mart building on Orange Avenue.

Discover Coronado helps fund a variety of smaller projects on the island, including the student Jog-A-Thon that benefits Coronado Village Elementary School.

The Coronado Chamber of Commerce and Coronado MainStreet will contribute to the initiative by launching efforts that encourage a “Shop Local” mindset.

Discover Coronado Provides Ongoing Support for the City

Discover Coronado’s important efforts generate the City’s Transient Occupancy Tax (TOT), which provides many key public benefits to the residents of Coronado. These benefits — including critical community services such as the local police and fire departments, libraries, trash collection, parks and recreation programs and grants for local organizations — ultimately serve to improve quality of life in the area.

The Transient Occupancy Tax (TOT) is charged to transient guests in hotels and motels. Overnight guests in Coronado pay the TOT in addition to a separate assessment to help fund Discover Coronado, which works to increase that financial support by promoting group travel here. Discover Coronado uses only the assessment for its scope of work and has no access to (or need for) the collected TOT. That fund is used solely by the City of Coronado.

Since its inception, the organization has been self-sufficient and solely funded by the one percent assessment paid by overnight guests at Coronado resorts. The City of Coronado does not provide funding or grants to Discover Coronado, a non-profit entity.

Focused on supporting local business, and strengthening the city’s overall economic health, Discover Coronado encourages hotel guests to venture out and explore the city’s vast array of shops, stores, restaurants and services — further fueling job growth and the economy.

Annual Funds Allocated for a Range of Community Initiatives

To best promote Coronado as a destination, the community must be clean, safe and welcoming with no empty storefronts. To support this, Discover Coronado allocates annual funds for a range of community benefits, including: • The annual wrapping of Coronado’s Free Summer Shuttle service since its inception nine years ago. This year, Discover Coronado underwrote the cost to redesign the outer wrapping to depict an iconic public art mural that once graced the Cora Mart building on Orange Avenue. • Extended the funding of the vibrant art banners that line Orange Avenue. These banners add a pop of color throughout the year and spotlight Coronado's non-profit organizations. • Discover Coronado helps fund a variety of smaller projects on the island, including the Promenade Concert Series, the student Jog-A-Thon that benefits Coronado Village Elementary School and a September basketball event benefiting the Warrior Foundation, Freedom Station. • Community beautification is also key to Discover Coronado’s mission, benefitting visitors and residents alike. The organization has funded and is working on a plan to beautify Orange Avenue, Coronado's gateway. Short-term improvements include unifying mismatched items such as signage, bike racks and trash cans, as well as adding more furniture, tree grates and planters. • Discover Coronado recently commissioned an economic impact study — analyzing the economic impact the pandemic has had on Coronado group meetings, local business, job retention and taxes collected by the City of Coronado — in an effort to help the city effectively emerge from the pandemic.

By supporting and funding community programs and initiatives as well as local safety efforts, Discover Coronado’s work truly enriches the community at no cost to the City of Coronado, residents, businesses or property owners.

• Sydnie Moore is a writer for J. Walcher Communications, a PR Firm currently helping to promote Discover Coronado and their mission to support local businesses.

For information on the economic impact of Discover Coronado, visit their website, DiscoverCoronado.com/impact.

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