2015
annual report
Visit Stockton Team Wes Rhea, CTA, CDME Chief Executive Officer wes@visitstockton.org 209.938.1551
Megan Peterson, CTA Office Manager & CTA Coordinator megan@visitstockton.org 209.938.1555
Tim Pasisz, CTA, CMP Sports Development Director tim@visitstockton.org 209.938.1556
Board of Directors George Kaplanis, CTA President, Hilton Stockton Karri Rivard Vice President, Holiday Inn Express John Primm, CTA Treasurer, Marriott Properties John Cammack Immediate Past President, Attorney Shelby Bulen, CTA Best Western Plus Heritage Inn Rhona Miles, CTA University Plaza Waterfront Hotel Susan Obert, CTA Haggin Museum Sam Patel Red Roof Inn Stephen Sherman, CTA Retired Businessman City Council Rep., Susan Lofthus, CTA Councilmember District 3, City of Stockton
Visit Stockton holds memberships with: Haley Brown, CTA Digital Marketing haley@visitstockton.org 209.938.1553
Alejandra Sanchez, CTA Graphic Designer alex@visitstockton.org 209.938.1557
Anayeli Morales Events & Programs Assistant anayeli@visitstockton.org 209.938.1552
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• California Delta Chamber of Commerce • California Society of Association Executives (CalSAE) • California Travel Industry Association (CalTravel) • Central Valley Tourism Association (CVTA) • Destination Marketing Association International (DMAI) • Hospitality Sales and Marketing Association International (HSMAI) • Meeting Planners International (MPI) • National Association of Sports Commissions (NASC) • National Council of Youth Sports (NCYS) • National Tour Association (NTA) • Religious Conference Managers Association (RCMA) • Society of Government Meeting Planners (SGMP) • US Travel Association (USTravel) • Destination Marketing Association (DMAWEST) Visit Stockton is in partnership with the Stockton Tourism Business Improvement District and the City of Stockton.
What We Do Visit Stockton/the Stockton Convention & Visitors Bureau (SCVB) is charged with the promotion and marketing of the City of Stockton as a leisure travel, sports, events, and meetings destination. Visit Stockton is a 501c6 non-profit organization funded by the collection of an assessment paid by guests to Stockton lodging establishments. Visit Stockton services include the development of an annual tourism marketing plan and its implementation through advertising, public relations, tour package development, online/electronic means, and attendance at consumer and trade shows.
Mission Statement
To promote Stockton by increasing the awareness and enhancing the image of our diverse cultural, historical, and recreational assets.
Vision Statement
Stockton is recognized as the premier travel destination to explore the unique experiences of our city, San Joaquin County, and Northern California.
Special Events
Visit Stockton will produce four signature events (Stockton Restaurant Week, the Great Stockton Asparagus Dine Out, Stockton Beer Week, and the new Stockton Arts Week) to support and provide valuable exposure to the participants. The events provide activities and improve the overall quality of life for our residents.
Stockton Ambassador Program
Nearly 300 employees and community members have become Certified Tourism Ambassadors since the program launched in 2013. This certification is essential to educate front line employees and volunteers about the Stockton tourism product with the positive end result of enhancing and improving the overall visitor experience.
2015 Visit Stockton Goals Stockton Re-Branding
Our effort to develop a new marketing brand for Stockton started in July of 2015, and will launch in the first quarter of 2016. This new brand will provide Visit Stockton and its key partners with a research-based brand platform that will allow the delivery of a consistent marketing message to both tourism and economic development related efforts.
Advertising and Marketing
A new brand will kick off a redesign of the entire Visit Stockton creative portfolio with a newly designed website, visitors guide, marketing, and advertising collateral. An increased budget will allow Visit Stockton to share the brand with its largest audience ever through print, digital, radio, and television. Visit Stockton will continue to focus on local residents to create a sense of pride, share positive messages, and spread the word on local events and festivals.
Sports/Tourism Development
Visit Stockton will continue to grow sales, support, and servicing of the sports and tourism markets by focusing on markets that typically generate citywide impact and not currently pursued by our partner hotels, i.e. the sports and the SMERF (Social, Military, Education, Religious, and Fraternal) markets. Visit Stockton will continue to grow and expand existing events, while focusing on new events with increased ROI to our hotels and the city.
visitstockton.org // 3
Local Lodging Trends/ Visit Stockton Revenue History 2015 % Growth
Occupancy
Source: 2015 Smith Travel Research, Inc. / STR Global, Ltd.
20%
+19.2%
2015: 64.5% 2014: 58.1% 2013: 57.4% 2012: 54.3% Avg. Daily Rate
+11.5%
+11.5% +6.9%
2015: $75.31 2014: $70.23 2013: $66.79 2012: $64.95 Demand (room nights) 2015: 640,455 2014: 581,316 2013: 566,829 2012: 533,601 Revenue 2015: $48,229,821 2014: $40,459,463 2013: $37,860,916 2012: $34,657,820
Visit Stockton Expenditure History 2004-2005: $ 97,000 (City funds)* 2005-2006: $97,000 (City funds)* 2006-2007: $112,000 (City funds)* 2007-2008: $ 384,195 (TBID + $112,000 from the city)* 2008-2009: $373,000 (TBID + $112,000 from the city)* 2009-2010: $301,700 (TBID + $100,000 from city)*
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2010-2011: $198,365 (TBID only) * 2011: $530,281 (Transition year, two quarters via TBID) 2012: $1,029,506 2013: $1,137,893 2014: $1,031,717 2015: $1,092,827 2016: $1,558,185 (projected) *Based at Chamber of Commerce
New in 2015
The Fruit Bowl Farm Market & Bake Shop 8767 E. Waterloo Rd. / Stockton, CA 95215 Call 209-931-1196 for current hours thefruitbowl.com
your hometown!
1. Visit as many of the locations and events as you can.
2. Receive a stamp on your passport at each location and event.
•
Limit one Passport prize per person, please.
125 Bridge Place, 2nd Floor / Stockton, CA 95201 877.778.6258 / visitstockton.org / #visitstockton
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Joe’s Pomodoro Pizza Café 5654 N. Pershing Ave. Stockton, CA 95207 / 209-477-2900 Sun-Thurs: 11am-9pm Fri-Sat: 11am-10pm joespomodoropizza.com
Our Stockton 2016 Wall Calendar was a new piece we created this year to give people an overview of StocktonSummerPassport.com some the events going on each month. Every month it highlights some of the beautiful places Stockton has to offer, as well as, great events to remember and Stockton facts. For full details and prize levels, visit
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Sorelle Winery 9599 N. Hwy 88 / Stockton, CA 95212 209-931-4350 Thurs: 12-5pm / Fri: 12-6pm Sat-Sun: 11am-5pm / Mon: 12-5pm sorellewinery.com
3. Bring your stamped passport to
Visit Stockton at 125 Bridge Place, 2nd floor, in Downtown Stockton no later than August 28, 2015, to receive a prize (must have at least 8 stamps)!
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Stockton’s newest history book, written by local historian Alice van Ommeren, was released in the fall of 2015. Stockton’s Golden Era: An Illustrated History, is a comprehensive history of Stockton (18901940) published by Visit Stockton and the Greater Stockton Chamber of Commerce. The “Sharing the Heritage” section consists of 60 history/profiles of Stockton’s most respected companies/organizations.
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125 Bridge Place, Downtown Stockton visitstockton.org // 5
Printed Material Official 2014 Visit Stockton Guide San Joaquin County Farm Visit Stockton Guide Guide & Map
40,000
full-color copies of the 2015 Visit Stockton guide were printed and distributed all over Stockton and neighboring areas, as well as taken to tradeshows around the country, mailed to visitors all over the world (upon request), distributed at various Stockton events/festivals/venues, and more!
20,000
FARM GUIDE AND MAP
full-color trifold brochures and maps were printed and distributed of the San Joaquin County Farm Guide and Map. Visit Stockton created this handy guide after noticing a demand for agricultural tourism information in the county that was not being met by any particular organization. The guide lists over twenty farm and fruit stands from around the county and includes a map with all of their locations. There are also listings for countywide farmers’ markets, as well as a convenient chart that tells you when popular produce is in season.
Love fresh fruits, vegetables, and nuts? Homemade pies? How about great drives through some of the most beautiful orchards and farmland anywhere? You’ve arrived in California’s Central Valley, also referred to as “The Greatest Garden in the World” and the “Nation’s Salad Bowl” where fresh fruits, vegetables, nuts, and dairy products are produced, packaged, and shipped all over the world. Stockton and San Joaquin County have a long history of great agricultural operations. Some of our top crops include: almonds, apples, cherries, dairy, tomatoes, walnuts, and winegrapes. We are also famous for our blueberries, nectarines, peaches, and, of course, asparagus! We encourage you to take a drive through our countryside and stop at the small roadside farm stands—in addition to the freshest local produce you can find, many have homemade baked goods, offer wine tasting, and even make a great lunch!
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Downtown Stockton Asian Farmers’ Market G-5 Saturdays, year-round from 6:30am until sold out. This market has been around since 1979 and is considered one of California’s oldest and most successful! Voted Saveur Magazine’s Top 100 in 2007. Under the Crosstown Freeway (Highway 4) between El Dorado and San Joaquin Streets, Downtown Stockton. stocktonfarmersmarket.org Downtown Stockton Farmers’ Market G-5 Fridays, May thru October, 8am-2pm. Downtown Stockton in front of the Bob Hope (Fox) Theatre at 242 E. Main Street, Stockton. sjcfarmersmarket.com
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Manteca Farmers’ Market I-6 Tuesdays, June-August, 4:30-7:30pm. Library Park, Center Street and Manteca Avenue, Manteca visitmanteca.org Market at Delta College F-4 Saturdays and Sundays, 6am-3pm. San Joaquin Delta College, Budd 4 parking lot at S. Burke Bradley Road and Pacific Avenue. deltacollege.edu Park West Place Farmers’ Market E-3 Sundays, May thru December, from 9am–2pm. I-5 and Eight Mile Road, between Panda Express and Lowe’s, Stockton. stocktonfarmersmarket.org
Downtown Tracy Farmers’ Market J-3 Saturdays, April-November, 8am–1pm. Wednesday evenings, June-September, 4-8pm. 10th Street between B Street and Central Avenue, Tracy. sjcfarmersmarket.com
Weberstown Mall Farmers’ Market F-4 Thursdays, April thru November, and Sundays yearround from 8am–1pm. Behind Weberstown Mall, on the corner of Yokuts Avenue and Claremont Avenue, Stockton. sjcfarmersmarket.com
Lodi Farmers’ Market D-5 Thursdays, May-September, 5-8:30pm School and Oak Streets, Downtown Lodi lodichamber.com
West Valley Mall Farmers’ Market J-2 Sundays, year-round, 9am-12pm. 3200 Naglee Rd, Tracy stocktonfarmersmarket.org
sanjoaquinƒarms.com
Updated February 2015
Marketing San Joaquin County Farm Guide and Map Print Ads
Online Ads
Our print ads, billboards, and online ads combined equate to over 40 million potential impressions.
Google Adwords clicks 63,921 impressions 3,405,809
Bing clicks 11,296 impressions 783,454
Facebook Ads clicks 87,012 impressions 3,072,019
Twitter Ads engagements 4,034 impressions 256,942 San Joaquin Magazine // Full page // June 2015
KCRA/KQCA TV Spots- :30 Commercial spots ran 222 gross impressions 18+ 4,753,800
Yosemite Journal // Half page // October 2015
We placed ads promoting Stockton in numerous local, national, sports, meetings, and travel publications throughout the year. You may have seen us in any of the following: Association News/Sports Travel • CalSAE • Central Valley Business Journal • Cultural Traveler • CVTA • Lifestyles • Meeting Planner International Directory • The Pacifican • Port O Call • The Record San Joaquin Magazine • SF Examiner • Sports Destination Management SportsEvents • University of the Pacific Student Planner • Via Magazine Yosemite Journal • Various websites online, billboards throughout San Joaquin County, and much more!
tripadvisor.com
visitstockton.org // 7
www.VisitStockton.org
1.1.15 - 1.5.16
visitstockton.org
Sessions total 531,871
up 42.52% from 373,178 in 2014
Pageviews total 1,057,839
up 17.4% from 901,047 in 2014
317,701
Top 10 Pages
49,033
195,904 pageviews 2. home 64,642 pageviews 3. things to do 54,632 pageviews 4. annual events 30,101 pageviews 5. free things to do 29,479 pageviews 6. dining 25,881 pageviews 7. family fun 22,969 pageviews 8. san joaquin asparagus festival 21,966 pageviews 9. stockton restaurant week 21,668 pageviews 10. pixie woods 14,048 pageviews
mobile up 79.34% from 177,148 in 2014 tablet up 31.04% from 37,419 in 2014
165,137
desktop up 4.11% from 158,611 in 2014
Users total 346,772
up 40.86% from 246,175 in 2014
197,293
mobile up 76.9% from 111,525 in 2014
31,181
tablet up 31.57% from 23,699 in 2014 8 // visitstockton.org
118,298
desktop up 6.62% from 110,951in 2014
1. events
Social Media
Social Media
stats as of 2.11.15
Total Social Media Followers: 73,106 +15%
+8%
Visit Stockton
Visit Stockton
total followers 40,320 up 15% from 35,144 in 2014
total followers 1,030 up 8% from 956 in 2014
total impressions 6,373,795
pins 895 up 16% from 768 in 2014
average daily reach 11,450
Stockton Beer Week total followers 6,992 up 16% from 6,045 in 2014
Stockton Restaurant Week total followers 9,600 up 27% from 7,600 in 2014
+16% @Stockton_CA total followers 7,631 up 16% from 6,549 in 2014 tweets 6,000 up 20% from 4,983 in 2014 total impressions 630,600 mentions 565 likes 2,223
boards 37 up 27% from 29 in 2014 average daily impressions 270
+88% @visitstockton total followers 7,310 up 88% from 3,881 in 2014 posts 1,032 up 61% from 640 in 2014
+13% Visit Stockton total followers 226,993 up 13% from 201,033 in 2014 2015 total watch time 52,396 2015 total views 27,828 average view duration 1:52 subscribers 244
visitstockton.org // 9
2015 Sports Sponsorships & Grants Sports Development Room Nights Generated // Estimated Economic Impact Economic impact calculation can include the following: facility costs (rental), facility staffing/specialized services (production), food and beverage revenue at the facility, parking revenue at the facility, hotel rooms, ticket sales, and ancillary events at the facility or within town. All events also utilized a regional average of expenditures for persons coming to a specific sporting event. This average calculates spending within the city, which is not necessarily tied to an aforementioned category (restaurants, fuel for vehicles, entertainment, etc.).
CIF Wrestling1 - February 62 // $75,841.29
EVP World Finals of Beach Volleyball1 - September 13 // $8,234.59
CCAA Basketball1 - March 472 // $256,216.12
Stockton Colts Hockey Labor Day Tourn.1 - September 43 // $20,230
Pacific Tennis Invitational1 - March 81 // $40,955.80
Pacific Invitational Golf1 - October 188 // $118,696.12
1st to 3rd Softball Invite1 - March 154 // $83,136.94
CA/Nevada Championships - Racquetball1 - November 41 // $19,437.49
Golden Coast Conference Champs1 -April 178 // $110,444
Edison High School ‘The Classic’ Tournament1 - December 37 // $16,512.87
CCAA Golf1 - April 67 // $62,231.59
Grapettes Softball4 - Year-long n/a // $613,980
Stockton United Soccer - Wanderpokal1 - May 73 // $44,822.36
Nations Baseball1- Multiple 432 // $161,419.95
CCAA Baseball1 - May 319 // $156,462.70 CCAA Softball1 - May 192 // $ 105,446.06
Information based on Destination Marketing Association International (DMAI) Economic Impact Calculation 2 Information based on National Association of Sports Commissions (NASC) Economic Impact Template 3 Information based on American Junior Golf Association (AJGA) Economic Impact Report 4 Information based on University of Pacific Economic Impact Calculation Study 1
West Coast Conference1 - May 506 // $265,153.42 USA Racquetball Jr Olympics1 - June 699 // $340,799.57 USTA Stockton Challenger Tennis - July 241 // $112,883.08 AJGA - American Junior Golf Assoc.3 - August 306 // $239,801 Port City Shootout Racquetball1 - September 37 // $18,619.69 Stockton Colts Labor Day Tournament1 - September 102 // $55,633.50
10 // visitstockton.org
Total Estimated Economic Impact
$2,906,728.41
Sports Ads USA Raquetball Magazine // 1/2 page // 2015
CCAA Baseball Program // Full page // February 2015
Connect Sports Facilities Guide // Full page // March 2015
Big or small, our sports venues have it all!
UPCOMING EVENTS: • 2015 USA Racquetball Junior Olympics • 2016 NCAA DII Women’s Golf Regionals • 2016 ASA/USA 10U Nationals • 2017 NCAA DII Men’s Golf Regionals • 2017 DI Women’s Basketball Regionals • 2017 USTA International Baton Twirling Invitational
Affordable, centrally located, and nicer than you think!
• 2018 DI Men’s Golf Regionals • 2020 USTA National Baton Twirling Championships
Want to know more? Contact Tim at 877.778.6258 / tim@visitstockton.org
Numerous ads promoting specific events were also placed online with recordnet.com and Google Ads throughout the year.
Sports Grants and Meetings Funds available. #visitstockton Brought to you by Visit Stockton / PO Box 2336 / Stockton, CA / 95201 / 877.778.6258 / visitstockton.org
visitstockton.org // 11
Tradeshows Tradeshows Business Development 4,561 Est. Economic Impact $3,050,346.68 Total RFPs considered 87 Total RFPs submitted 36 Est. Room Nights
MPI Sacramento
appointments n/a (tradeshow with 100 planners)
Religious Conference Management Association (RCMA) appointments 18
Seasonal Spectacular
appointments n/a (tradeshow with 400+ planners, open floor)
Connect Sports Marketplace appointments 34
National Association of Sports Commissions (NASC) appointments 27
S.P.O.R.T.S. the Relationship Conference appointments 18
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Special Incentives & Campaigns Celebrate incentives
with the Visit Stockton Meeting Incentive Program
The Visit Stockton Meeting Incentive Program offers a cash incentive to book business in a Stockton hotel. Book a meeting in Stockton and receive a cash payment to the hotel master account (or other qualified vendor).
The Meeting Incentive Program offers meeting planners Up to $1,000 to for 50-100 actualized roomsin ($10Stockton per room night). a cash incentive book business hotels. The Up to $2,000 for 101-200 actualized rooms ($10 peron room night). maximum benefit is $5,000, depending actualized Up to $3,000 for 201-300 actualized rooms ($10 per room night). rooms and eligibility. Up to $5,000 for 301+ actualized rooms ($10 per room night).
The Bring it Home campaign continues to invite community residents to utilize their personal and business connections to help bring more meetings and conferences to Stockton. Our business Explore Stockton at CelebrateMeetings.com development department is committed to assisting For more information, please contact Monica Slingerman at monica@visitstockton.org / 209.938.1552 prospective groups in any way and aiding their decision to bring their meetings/conferences to our city. • Maximum benefit is $5,000 per event. • Eligibility is based upon new proposals, originated by Visit Stockton. • Groups must actualize prior to December 31, 2015. • If booking for a multiyear meeting (same meeting for two+ years with one actualizing in 2015), above credit will apply for all years. Bookings need to be consecutive. • Lead will be distributed to all eligible Stockton hotel properties. • Cash incentives are paid to the hotel master account within 10 days of the group arrival. • Incentives may also be applied to transportation costs or other meeting related vendors. Payments will be made directly to vendors only. • Visit Stockton reserves the right to end the incentive program at any time.
Brought to you by Visit Stockton / PO Box 2336 / Stockton, CA / 95201 / 877.778.6258 / visitstockton.org
Our iSnap photo kiosk, lovingly referred to as Bob, usually resides at the Haggin Museum but is also moved to various locations for events throughout the year. Users take free pictures on the kiosk that are bordered by special frames created to highlight any given event and promote Visit Stockton. Users can choose to email or post their photos on social media outlets.
The new Stockton Summer Passport ran from June 8–August 28, 2015. It was designed to give locals and visitors the chance to enjoy deals and win prizes as they explored Stockton during the summer. To participate locals and visitors picked up a Passport or conveniently printed one at home to see the exclusive deals, discounts, and listings for events, venues, and restaurants; they presented their Passport at each location to take advantage of the specific offer and receive a stamp when redeemed; then turned in their completed Passport to Visit Stockton for prizes.
All Time Stats (since 2012) 8,425 photos 718,398 impressions 1,305 facebook fans
visitstockton.org // 13
Special Events Special Events
Stockton Restaurant Week is a highly anticipated event where diners can enjoy special fixed-price menus at multiple participating Stockton restaurants. The event took place in January to coincide with Visit California’s California Restaurant Month. Picking up its 6th year, Stockton Restaurant Week was greatly successful, lending itself to some of the best business participating restaurants had ever seen!
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participating restaurants
During the Great Stockton Asparagus Dine Out (GSADO), participating restaurants feature special asparagusrelated menu items prepared with locally grown asparagus! GSADO took place the entire month of April! Local growers work with Stockton restaurants to provide the freshest locally grown asparagus to their kitchens. Our famous locally grown spear is featured in appetizers, entrĂŠes, desserts, and drinks throughout Stockton!
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participating restaurants
Downtown Stockton History Instawalk
Community Supported Events/Organizations • City of Stockton- Movies at a Point • Stockton Ports • Stockton Thunder/Heat • United Way of San Joaquin • Stockton Symphony • Stockton Civic Theater • StocktonCon • The STOCKMARKET • Downtown Stockton Alliance Cheers! Stockton Beer Week is an event created to increase spending in Stockton bars and restaurants, while supporting our local craft beer industry. The 3rd annual event was bigger than ever with 17 participating venues and 11 participating retailers from the Miracle Mile. Participating venues worked closely with beer distributors and local businesses/associations to create all kinds of events, from beer dinners and beer cocktail competitions, to a beer festival and beer-infused dishes.
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participating venues
• Brubeck Festival • Pixie Woods • Greater Stockton Chamber of Commerce • San Joaquin International Film Festival • Children’s Museum of Stockton • Emergency Food Bank • Leadership Stockton Alumni Association • San Joaquin Pride Center • Stockton P.D. Youth Activities
visitstockton.org // 15
Anyone can be a CTA! The Stockton Ambassador Program is a multi-faceted program that serves to increase tourism by inspiring front-line employees and community members to turn every visitor encounter into a positive experience. CTAs learn about Stockton history, attractions, dining, events, and more! When visitors have a positive experience they are more likely to return in the future and also share their experience with others. Everyone benefits – the visitor, the industry, the local economy, and most importantly, the front-line worker. October 2015 CTA Lunch & Learn at ACE
The Stockton Ambassador Program was launched in April 2013 and seeks to enhance the visitor experience in Stockton by creating knowledgeable, highly-trained Certified Tourism Ambassadors (CTA) throughout the city. Visit Stockton holds certification classes every other month and will certify our 300th CTA in February 2016.
Stockton CTA Count: as of December 2014
294 Be on the lookout for our pins!
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August 2015 CTA Certification at The Haggin Museum
• Increased knowledge of Stockton • Provides a meaningful credential • Increased business, higher tips • Builds valuable skills • Career advancement • Networking opportunities • Receive regular advice and updates • Events, rewards and incentives* By becoming a Certified Tourism Ambassador™ you’ll have the tools and knowledge necessary to create a more memorable visitor experience and you’ll reap the benefits. Being a CTA is a great achievement and it is a national designation to add to your resume. *Visit Stockton hosts numerous CTA mixers and discovery days exclusively for our Stockton CTAs. These gatherings are a great opportunity to network with other CTAs while exploring Stockton in a new way. CTAs also have access to CTA-only discounts and freebies
Be a part of something big! CTA is a nationally recognized certification with over 15,000 frontline workers and volunteers who have earned their designation! There are currently 27 CTA programs nationwide involving over 100 DMOs (Destination Marketing Organizations).
August 2015 Stockton CTA Marina Kayak Adventure As an Accredited Provider, Visit Stockton presents the official CTA designation on behalf of the Tourism Ambassador Institute®, the national oversight body for the certification program.
StocktonAmbassadors.com CTANetwork.com Stockton CTA Contest Winner
Megan at 877.778.6258 megan@visitstockton.org
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125 Bridge Place, 2nd Floor PO Box 2336 Stockton, CA 95201 877.778.6258 / 209.938.1555 visitstockton.org