Edmond Life and Leisure - May 16, 2024

Lodging tax helps Visit Edmond welcome visitors City Source

From City Source Edmond

All the things that make living in Edmond so attractive to residents also appeal to a broader and important audience – visitors who come to enjoy those same special events and places.

Tourism is a vital and important part of the local economy and helps make possible the venues, special events and interesting places that appeal to both those audiences.

“I’ve seen how much Edmond has grown in the past 30 years,” said Jennifer Thornton, who moved to Oklahoma in 1994 and was named the Visit Edmond Director of Tourism in 2019. “When visitors come to Edmond, we often hear from them how surprised they are at all we have to offer, and it makes them want to come back.

“We had consultants come here to help us with a wayfinding project and they said to us, ‘Do you realize what a mecca you have here – with the easy lake access and all the parks and trails and sports venue options to support sports tourism?’ We have so much to offer, and we want to tell the world.”

It takes resources to do that.

City Council approved on March 11 filing to place on the ballot a proposed increase of the Edmond Lodging Tax rate from 4 percent to 6 percent. This would be the first increase in 30 years and funds Visit Edmond to promote the city as a destination and attract, retain and sustain conferences and events for visitors and increase economic impact.

The Lodging Tax vote will be included on the June 18, 2024, ballot.

Tourism is an important component in generating sales tax revenue and growth in Edmond. When individuals and groups spend nights in Edmond, they also shop, dine and play which increases city sales tax revenue. This revenue improves residents’ quality-oflife, funding things like public safety, road improvements and maintenance, parks improvements and maintenance and more.

“When people stay the night in Edmond, they pay a 4 percent lodging tax and also contribute to our sales tax when they shop, dine and play,” Thornton said.

This tax is only charged for overnight stays in Edmond's 13 hotels, one bed & breakfast and more than 150 vacation homes. For example, one overnight stay costing $100, the tax charge would increase from $4 to $6.

Edmond’s 4 percent tax rate is the lowest in the metropolitan area. The current rate has not increased since it began in 1994. In comparison, the current Edmond tax rate is much lower than other metro cities.

Norman has an 8 percent lodging tax, Guthrie and Stillwater each have a 7 percent lodging tax rate and Oklahoma City has a 5.5 percent rate. Oklahoma City is considering an election in August to increase their rate to 9.25 percent.

The proposed increase is estimated to generate an additional $500,000 annually for tourism development opportunities and will go directly toward helping Visit Edmond promote Edmond. Those efforts include:

• Marketing Edmond as a destination along Route 66 for visitors.

• Additional advertising dollars to target regional/national visitors.

• Provide sponsorships to attract, retain and sustain conferences and events.

• Recruit regional and national meetings that attract overnight stays.

• Promote arts, film and music to make Edmond a fun place to visit.

• Develop and implement a robust sports tourism strategy to promote Edmond facilities as a destination for local, regional and national sports tournaments – a strategy supported by the Victus Sports Facilities Report, which strongly encouraged the development of sports tourism.

• Partner with upgraded city sports facilities like KickingBird Golf, Service Blake Soccer Complex and A.C. Caplinger ballfields to attract, retain and sustain tournaments.

• Collaborate with award-winning Edmond Center Court to support USTA tennis tournaments.

• Support University of Central Oklahoma to retain and elevate the OSSAA State High School Football Championships.

• Assist in attracting Lazy E Arena sporting events that bring athletes for week-long competitions that sleep, shop and dine in Edmond.

• Sponsor the U.S. Senior Open at Oak Tree National in 2027.

• Generate more sales tax dollars by encouraging visitors to dine and shop in Edmond.

Additional lodging tax revenue also would help Visit Edmond partner with facilities to bring new events. Just recently, KickingBird Golf was selected to host the NCAA Division II Men’s Golf Central/Midwest tournaments. Other opportunities, like the NCAA Division II Men’s and Women’s Tennis championships, as well as the 12-team Small College Basketball Classic – featuring teams from Division II, III and NAIA – which comes to Edmond in the Fall of 2025.

“We have a diverse tourism advisory board that includes a wide variety of representatives from the tourism industries in Edmond,” Thornton said. “They play a vital role in ensuring we are investing time and resources into myriad opportunities around our community. Their input and support are invaluable.”

Another important fact is, in addition to room rental, a guest at an Edmond lodging facility adds at least $65 per person each night to the local economy.

• 26 percent of Hilton Garden Inn rooms sold are from groups attending conferences at the Conference Center.

• The Edmond Conference Center increased the volume of events and revenues by 15 percent compared to last year (500+ events/36,000+ attendees).

• About 21 percent of Edmond Conference Center visitors were new to market.

• The Hilton Garden Inn Edmond continues to rank in the top 1 percent of the HGI Brand in Guest Satisfaction Scores and was awarded its 3rd consecutive Conrad Achievement Award.

• Edmond Conference Center won a silver award from Northstar Meetings Group’s annual Stella Award for Best Conference Center in the nation.

• Three hotels near I-35 (LaQuinta Inn, Hampton Inn by Hilton and Fairfield Inn & Suites by Marriott) are owned by a local company, Champion Hotels, with partners that live in Edmond.

Connecting statewide and regional meeting planners and tournament directors to the Edmond Conference Center, sports facilities and Route 66 are also examples of how Visit Edmond and the City of Edmond develop, promote and grow tourism. And that growth is a key component.

First increase in rate in 30 years on ballot for June 18 vote.

in the City’s efforts to enhance the quality of life throughout the community.

“This is a full circle of economic impact,” said Janet Yowell, Executive Director of Edmond Economic Development Authority. “Edmond attracts visitors who spend their dollars before going home. The circle is completed when they decide to move their family and/or business here.”

Thanks to sales tax dollars and local partnerships, Edmond has 28 quality sports facilities.

Plans are underway to upgrade Service Blake Soccer Complex and renovate KickingBird Pickleball Center and AC Caplinger Sports Complex at Hafer Park. You can find information about those facilities, as well as more about dining and shopping options, fun events, all the City parks and Arcadia Lake has to offer and more at VisitEdmondOK.com.

“The revenue generated by our lodging tax and the ancillary sales tax tourism generates aligns us with surrounding communities,” Thornton said. “It helps take us to the next level and allows us to compete for those important events – like sports tournaments and conferences and special community events – that not only helps us grow, but also highlights all that Edmond has to offer both for visitors and our community.”

Learn more about the proposed new lodging tax rate at https://visitedmondok.com/lodging-tax.php and more about what’s happening around the City at www.EdmondOK.gov/CitySource.