QUARTERLY REPORT 2021 | APRIL • MAY • JUNE SAVE THE DATES
A LETTER FROM THE CEO Welcome to Summer!
What an adventurous 16 months it has been. We are so thrilled to see our economy reopened and our local businesses beginning to rebuild. There are still plenty of challenges ahead, especially with finding good employees and navigating the increase in the costs of goods, but we are hopeful these issues should improve towards the end of the year. From a hotel perspective, things are going better than we could have anticipated. With the pent-up demand for travel, also being referred to as “revenge travel,” there are a lot of potential visitors moving around California, and we are reaping the benefits of this activity. Visit California is also investing significantly in getting Californians to get on board with road trips and travel within the state. The results for our hotel partners are occupancy levels at or above 2019 levels, and average daily hotel rates never before seen in our city. For example, in May, Stockton had an average hotel occupancy of 78% compared to 75.8% in 2019, and an average daily rate of $103.22 compared to $93.17 in 2019. This hotel traffic is primarily leisure travelers so we are keeping our eye on 2022 and how business travel and groups will impact our rates and occupancy post-pandemic. This past quarter has been another busy one. We launched our highly successful Stockton Taco Trail, with over 2,500 pass signups and over 1,700 small business check-ins to date. We also partnered with the City on Stockton on Small Business Week and the Downtown Stockton Investor Summit, continuing our efforts over the past year to support our local small businesses. This month also has our team wrapping-up our Stockton Healthy Pledge program after a year of supporting the health and safety of our local business community. Alongside of our marketing efforts, the development team has been very busy, and 2022 is shaping up to be a busy one as we will host quite a few national and NCAA events. Looking forward, we are excited about our new location and dates for Stockton Brew Fest which will be held on Saturday, September 11 at Weber Point Events Center. This new venue will allow us to continue to enhance and improve the event, all while generating revenue for our Stockton Sports Foundation. Also, this month we have started the distribution of our Stockton Resident Sentiment Survey. This survey will allow us to better understand our organization’s awareness level and position within the community as well as providing us valuable insight into the needs and wants of our community as it relates to special events and quality of life activities. As always, we are here to serve and support our partners and the Stockton community. If you have any feedback or ideas you would like to share, please do not hesitate to reach out.
Wes Rhea, CTA, CDME Chief Executive Officer
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CURRENT EFFORTS
UPCOMING DATES
Resident Sentiment Survey In partnership with University of the Pacific marketing students, Visit Stockton is conducting a resident sentiment survey to identify the community shared value of Visit Stockton, including the awareness of the organization, our efforts, and local programming. This is an opportunity for residents to share what they would like to see from our organization, and for us to determine their understanding of local tourism and the positive impact tourists make in our community. The survey is currently being deployed and will run through August 31, 2021. Our goal is to gather 1,000 survey results, and since its deployment in early July, we are well on our way to reaching that goal. Once all results are gathered, we expect to evaluate them this fall in partnership with the University of the Pacific. The survey can be taken online at stocktonsurvey.com, or a paper version can be ordered through our office by phone at 209-938-1555.
Stockton Beer Week and Stockton Brew Fest
STOCKTON BREW FEST
September 11 Weber Point Events Center
After the success of Stockton Brew Fest and Stockton Beer Week 2019, it has been a long two years awaiting the return of these fanfavorite events. Originally slated for early August, Visit Stockton made the decision to push-back the festivities in order to bring the biggest and best Stockton Brew Fest back to the community on September 11, 2021. We are also excited to announce Stockton Brew Fest’s return to Downtown Stockton, hosting the festival on the waterfront at the Weber Point Events Center. We are expecting over 40 beer brands to be poured at the event, as well as live music, food trucks and vendors, local artists, community sponsors, prizes and giveaways, and an all-around fun time. Tickets are now on sale and can be purchased at stocktonbrewfest.com. Stockton Brew Fest is the kick-off to the 10-day Stockton Beer Week celebrations, which raises
STOCKTON BEER WEEK September 10-19
awareness of the craft beer industry and promotes patronage at local establishments throughout Stockton. During the next few weeks, we will ask our partners and local businesses to consider hosting a beer-centric event in honor of Stockton Beer Week, and we will keep a list of all the happenings on stocktonbeerweek.com.
Hospitality Job Board Having listened to the needs of our partners, in early June Visit Stockton created the Hospitality Job Board. We reached out to our partners from Stockton Healthy Pledge, Stockton Savings Pass, Stockton Restautant Week, and Stockton Taco Trail asking for submissions of their job openings. We compiled this information and created a web page with all the hospitality job openings and promoted it on our social media channels. The Hospitality Job Board is still live, continually accepts new submissions, and can be found at visitstockton.us/hospitality.
LOOKING FORWARD
MARKET ON THE MILE Wednesdays 5-8, Behind Whirlow’s
Stockton Arts Week This October, Visit Stockton is looking forward to partnering with the City of Stockton to celebrate the arts in our community through Stockton Arts Week. Each year, this 10-day celebration of our community’s diverse arts and cultural offerings highlights what Stockton has to offer by planning creative arts related events, such as: art walks, exhibitions, paint nights, demonstrations, performances, workshops, and much more! Stockton Arts Week is kicked-off with the Collide Arts Festival at Weber Point Events Center on October 9, and more details regarding participation, exhibitors, and performances will be at stocktonartsweek.com.
STOCKTON ARTS WEEK October 8-17
SPORTS & EVENTS Sports and Events
Recently Awarded Bids:
• 2021 OTB Open - Stockton hosted the inaugural OTB Open (Disc Golf Pro Tour Stop) on May 14-16, 2021. The event will be back in 2022. We recieved outstanding media coverage, rave reviews from the competitors, organizers, and attendees. The estimated economic impact of this event to Stockton is $1,106,864.39.
Other events hosted: • 2021 USA Water Polo Jr Olympic Zones June 27-28: 118 Room Nights Economic Impact: $98,112
• 2022-2024 West Coast Conference Baseball Championships
TRADESHOWS & CONFERENCES
• Bids Currently Working On/Recently Submitted:
UPCOMING TRADESHOWS AND CONFERENCES:
• 2022 USA Racquetball Jr Olympics
Educational Seminar for Tourism Organizations (August 15-17)
• 2022 USA Artistic Swimming 13u-15u Championships • 2022 American Cornhole Organization Tour Stop • 2022 AMWAY Representative Convention
Connect Marketplace (August 30-September 1) CalTravel Summit (September 12-14) IPW/eTourism Summit (September 18-22) DMA West Education Summit (September 29-October 1)
CTA
S.P.O.R.T.S. the Relationship Conference (October 11-13)
Stockton’s Certified Tourism Ambassador program has had 714 participants sharing their knowledge and passion for our community to visitors and residents alike. The program, established in 2013, is always looking to certify new members. Anyone is welcome to take part in the CTA
Tourism Academy (October 13-15) Travel & Adventure Show (October 23-24)
program, and as Stockton is reopening, we encourage those in the hospitality industry to consider
SportsETA Symposium (October 25-28)
participation. We are expecting to host our next CTA class on August 11, 2021, so please reach-out
Destinations International Advocacy Summit (October 26-28)
to christa@visitstockton.org for more information.
WEBSITE STATS: VISITSTOCKTON.ORG APR. MAY JUN. TOTAL SESSIONS: 89,015 Up 39.47% from 63,823 in April 2020
PAGEVIEWS: 154,730 Up 22.54% from 126,273 in April 2020
SESSIONS: 97,534 Up 86.36% from 52,335 in May 2020
PAGEVIEWS: 144,704 Up 98.02% from 73,076 in May 2020
SESSIONS: 67,242 Up 30.73% from 51,437 in June 2020
PAGEVIEWS: 108,721 Up 45.76% from 74,591 in June 2020
SESSIONS: 253,791 Up 51.43% from 167,595 in April-June 2020
PAGEVIEWS: 408,155 Up 48.99% from 273,940 in April-June 2020
VISIT STOCKTON @VISITSTOCKTON @VISITSTOCKTON
VISIT STOCKTON
Followers: 1,930 (Account started April 2021)
Views (Lifetime): 830,466
Up 321 from 3/31/2021
21,717 as of 6/30/2021
Video Views: 25,894 Total Likes: 3,874
QUARTERLY REPORT | 2021
APRIL • MAY • JUNE
Up 611 from 3/31/2021
Stockton's Best Wings Spicy, tangy or sweet, an order of wings can hit the spot. These restaurants in Stockton offer some of the best wings around.
SOCIAL MEDIA
57,838 as of 6/30/2021
OUR LATEST BLOGS
Views in Q2 2021: 35,544 (up 21.96% from Q1) Watch time in Q2: 409.9 (up 7.29% from Q1)
Things To Do in Stockton for Students Returning to School Returning to school is always a big time in the life of a college student. Here's some ways to get acquainted (or reacquainted) with your college town.
ONGOING PROGRAMS Stockton Taco Trail On April 2, 2021, Visit Stockton launched the Stockton Taco Trail, a mobile-exclusive pass that allows users to explore dining
MEET THE TEAM Wes Rhea, CTA, CDME Chief Executive Officer wes@visitstockton.org | 209.938.1555
restaurants, taquerias, markets, and food trucks are featured in
Christa Griffith, CTA Office Manager & CTA Program Manager christa@visitstockton.org | 209.938.1555
the program, the largest collection of mouthwatering tacos and
Special Events
treats ever assembled in the city’s history! To date, we have had
Rebecca Scharmann, CTA Events & Community Engagement Manager rebecca@visitstockton.org | 209.851.3096
options, check-in, and win Stockton Taco Trail prizes. Over 50
over 2,500 sign-ups and 1,700 check-ins. The Stockton Toco Trail will run through December 31, 2021, and you can sign-up to start checking-in at stocktontacotrail.com.
Stockton Savings Pass The Stockton Savings Pass, a free mobile coupon book, continues to be a free advertising opportunity for businesses. Last summer, Visit Stockton increased promotion of the pass to both businesses and residents, and we are currently revamping the Stockton Savings Pass, including onboarding new businesses and promotions. Efforts to stimulate spending in our city will continue via this valuable tool as we continue to move through recovery. If your business is interested in being included on the Stockton Savings Pass, or to sign-up for one of your own, visit stocktonsavingspass.com.
Sports & Tourism Tim Pasisz, CTA, CMP, CSEE Director of Sports & Tourism tim@visitstockton.org | 209.938.1556 Courtney Phelps, CTA Events Administrative Coordinator courtney@visitstockton.org | 209.938.1552
Marketing Amy Alpers, CTA Director of Marketing & Communications amy@visitstockton.org | 209.636.4348 Kalena Fields, CTA Graphic Designer & Brand Manager kalena@visitstockton.org | 209.938.1557
IN REVIEW Downtown Stockton Investors Summit Visit Stockton was contracted through the City of Stockton’s Economic Development Department to curate and execute the virtual Downtown Stockton Investor Summit which took place June 24, 2021. The purpose of the summit was to reach and engage interested investors and curious citizens by sharing the assets Downtown Stockton has to offer. With presentations from city leadership, including City Manager Harry Black, subject matter experts, and local entrepreneurs, the summit highlighted dozens of available properties, provided investment resources, and highlighted the quality-of-life in Stockton. Aside from curating and executing the summit, Visit Stockton created all marketing and communications materials for the summit, including a teaser video, a 3-minute Downtown Assets video, e-blasts, and press release. Visit Stockton was grateful to be included in this important and timely program.
Jesse Salazar, CTA Video Production Manager jesse@visitstockton.org | 209.938.1553
BOARD OF DIRECTORS George Kaplanis, CTA President Omega Hospitality
Rhona Miles, CTA University Plaza Waterfront Hotel
Wes Yourth, CTA Vice President University of the Pacific
Isadora Harness, CTA Marriott Properties
Susan Obert, CTA Treasurer Haggin Museum Alex Munro, CTA General Manager Hilton Stockton
Jai Patel Red Roof Inn Christina Fugazi Council Appointee Councilmember District 5, City of Stockton
Stockton Healthy Pledge Launched in May 2020 as a response to business operation restrictions across the city due to the COVID-19 pandemic, the Stockton Healthy Pledge program continually grew in support and access throughout its tenure. During the program, 350 local businesses signed the pledge and committed to creating a clean, safe, and healthy environment for residents and visitors as they began to reopen their doors. Beginning in February 2021, our team distributed hand sanitizing stations, personal protective equipment (PPE), signage, and educational material to local businesses across the city as part of our efforts in supporting Stockton’s safe reopening. Visit Stockton would like to thank all our partners for their generous donations towards the Stockton Healthy Pledge program. Support from local businesses and the COVID-19 Support Grant Fund administered by the City of Stockton are what made this program possible.
QUARTERLY REPORT | 2021
APRIL • MAY • JUNE
Visit Stockton Board of Directors Meetings The next board meeting will take place on August 19, 2021. Email wes@visitstockton.org for a link to join the zoom meeting.