QUARTERLY REPORT 2021 | JANUARY • FEBRUARY • MARCH SAVE THE DATES
A LETTER FROM THE CEO Welcome to Spring!
The first quarter is behind us, and as the warmer weather arrives, so does a fresh breath of optimism for what the summer and fall will bring to our hospitality community. We have started the year well, with March welcoming hotel occupancies in the mid 70% range which is about average for a “normal” year, and average daily rates are still at record levels for this time of year. While these numbers are encouraging, we are still missing our corporate business travelers and groups, as well our youth and amateur athletes, who help fill our hotel rooms each spring and summer. Hopefully, as the region and state reopen, we will start to see these groups return just in time for our busy summer season. Additionally, we are optimistic about the efforts of our partners at Visit California and their focus on road trips within the state. This leisure traveler focused strategy should bode well for our region, as well as our local hotels, restaurants and attractions. In the quarter ahead, our team will continue to stay busy supporting our small business community with the Stockton Healthy Pledge, the Small Business Grant program in partnership with the City, the upcoming Stockton Small Business Week, and our newly launched Stockton Taco Trail! Our external marketing will increase as restrictions ease, and we will begin to host significant sports events including the GCC Women’s Water Polo Championships (April 23-24, 2021, without fans) at the University of the Pacific, the OTB Open Disc Golf Amateur Tour (May 7-9, 2021) and the OTB Open Disc Golf Pro Tour event (May 14-16,2021), both hosted at Swenson Golf Course (fans pending). We are also excited to welcome home a new team member to Visit Stockton. Amy Alpers, a Stockton native, joins our team as the Director of Marketing and Communications after spending the last 7 years with Visit Idaho. She has already hit the ground running and looks forward to meeting each of you. 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.
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Wes Rhea, CTA, CDME Chief Executive Office
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UPCOMING DATES
MARKET ON THE MILE Wednesdays 5-8, Behind Whirlow’s
STOCKTON SMALL BUSINESS WEEK May 2-8
STOCKTON BEER WEEK August 6-15
STOCKTON BREW FEST August 7
CURRENT EFFORTS
RESOURCES
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 has continued to grow in support and access. Since the launch of the program, 339 local businesses have signed the pledge and committed to creating a clean, safe, and healthy environment for residents and visitors as they begin to reopen their doors. Beginning in February 2021, our team distributed hand sanitizing stations to 48 businesses across the city as part of our continued efforts in supporting Stockton’s safe reopening. Additionally, we will continue our outreach efforts to supply personal protective equipment (PPE) and other Stockton Healthy Pledge materials to partnering businesses.
StocktonHealthyPledge.com Stockton's local business commitment to creating a clean, safe, and healthy environment for their guests following COVID-19 restrictions.
Visit Stockton would like to thank Stockon Cardiology for their generous donation of PPE that will be distributed as part of the Stockton Healthy Pledge program. It is support from businesses like this and the COVID-19 Support Grant Fund administered by the City of Stockton that makes this program possible. For more information on the Stockton Healthy Pledge program, including how to take the pledge and other business resources, please visit StocktonHealthyPledge.com.
City of Stockton Small Business Relief Grant Program: Round 3 Currently on 4th round of City of Stockton Small Business Grants, Visit Stockton staff have issued over 875 checks ($3,000 each) and has funds for another 250 checks still to be processed. The funds are from the federal CARES Act and Community Development Block Grants (CDBG).
IN REVIEW
StocktonTacoTrail.com We've got a new experience pass to taco 'bout! Eat your way through the Stockton Taco Trail to win some sweet prizes!
Visitor Guide 2021 & Annual Reports The 2021 Stockton Visitor Guide is ready for distribution! This redesigned guide is more condensed physically than years prior, but packs a punch when the brochure unfolds into a full-sized Stockton activities map. Additionally, we are working with Certified Folder Display to distribute 50,000 visitor guides to over 500 distribution points along the 99 corridor, greater Sacramento region, and the East Bay, including three California Welcome Centers. The digital version of the guide is available at VisitStockton.us/visitorguide2021. Request a physical copy at VisitStockton.org. Our Annual Report for 2020 and Annual Service Plan for 2021 are also available digitally. Go to VisitStockton.us/about to access these publications.
StocktonSavingsPass.com A free mobile coupon book containing hundreds in savings at local businesses across the city.
Stockton Restaurant Week Even in the wake of shutdowns and restrictions, Visit Stockton was committed to promoting and supporting the local restaurants that make up our unique taste of place. While Stockton Restaurant Week took a different approach in January 2021, we still saw great successes and discovered new best practices. This year, 29 restaurants took part in Stockton Restaurant Week, and for the first time we incorporated a mobile sign-up and check-in platform. To encourage sign-ups for the mobile experience pass, we hosted gift card giveaways and promoted the event across all Visit Stockton platforms. Over 1,500 people signed up for the pass, we were able to collect unique data points like visitation numbers and email addresses, and will continue using this platform for Stockton Restaurant Week in the future.
VisitStockton.us/coronavirusinfo A hub for information, updates, and resources relating to COVID-19.
SPORTS & EVENTS
OUR LATEST BLOGS
Upcoming Events:
• • Gold Coast Conference Women’s Water Polo Championships (Apr 23 & 24) • OTB Open Disc Golf Amateur & Pro Tour Event (May 7-9 and May 14-16)
2021 Events Lost Due to COVID-19: • CIF Wresting (February)
• San Joaquin Office of Ed Mock Trial State
• West Coast Conference Baseball (May)
Championships (January)
• USA Water Polo ODP Championships (March)
• USA Water Polo Golden State Invitational (July)
CTA Stockton’s Certified Tourism Ambassador program currently has 215 active members sharing their knowledge and passion for our community to visitors and residents alike. The program, established in 2013, has certified 714 participants and we are always looking to certify new members. Anyone
Best Breakfasts In Stockton, California It's important to get the day going well right off the bat, and that takes a great breakfast.
is welcome to take part in the CTA program, and as Stockton is reopening, we encourage those in the hospitality industry to consider participation. We are expecting to host our next CTA class this August, so please reach-out to christa@visitstockton.org for more information.
Lunch & Learn On April 20, 2021, the Stockton CTA program will host their Lunch & Learn webinar featuring Localhood. Localhood was built to help locals discover businesses in their city through Stories produced by other locals. We will dive into the platform and teach our CTA’s how to participate and share their own Stockton Stories on Localhood.
WEBSITE STATS: VISITSTOCKTON.ORG JAN. FEB. MAR. TOTAL SESSIONS: 58,405 Down 36.55% from 92,055 in January 2020
PAGEVIEWS: 118,854 Down 9.75% from 131,700 in January 2020
SESSIONS: 41,336 Down 53.55% from 88,985 in February 2020
PAGEVIEWS: 62,907 Down 49.20% from 123,827 in February 2020
SESSIONS: 52,475 Down 49.51% from 103,930 in March 2020
PAGEVIEWS: 78,831 Down 55.96% from 178,986 in March 2020
SESSIONS: 152,216 Down 46.59% from 284,970 in January-March 2020
PAGEVIEWS: 260,592 Down 40.03% from 434,513 in January-March 2020
57,517 likes as of 3/31/2021 Down 16 from 12/31/2020
@STOCKTON_CA @VISITSTOCKTON 9,846 followers as of 3/31/2021
21,106 followers as of 3/31/2021
Down 20 from 12/31/2020
Up 713 from 12/31/2020
QUARTERLY REPORT | 2021
JANUARY • FEBRUARY • MARCH
If you're into sushi, you don't just "like" it, you love it; 100 percent all in, and Stockton is a great place for sushi lovers.
Top Spots For Seafood In Stockton, California Sometimes, you just need seafood, and these restaurants will help satisfy those cravings.
SOCIAL MEDIA VISIT STOCKTON
Where To Satisfy That Sushi Craving In Stockton, Calfornia
VISIT STOCKTON Views (Lifetime): 792,797 Views Q1 2021: 27,738 Watch time: 380 hours
Where To Go For Pizza In Stockton, California In a world where seemingly everything generates debate, one of the few things almost everyone can agree on is that pizza is awesome.
LOOKING FORWARD New Team Member: Amy Alpers Amy Alpers, a Stockton native, joined the leadership team at Visit Stockton as the Director of Marketing & Communications. She graduated from Boise State University in Boise, Idaho in 2007, receiving her Undergraduate Degree in visual art and marketing, and again in 2014 with a Master of Public Administration emphasizing in nonprofit management. She has spent the last 7 years working for Visit Idaho, leading brand management, destination development, culinary public relations, and sponsored events. Amy is thrilled to be returning to Stockton and becoming an active member of the community.
Stockton Taco Trail Launch On April 2, 2021, Visit Stockton launched the Stockton Taco Trail, a mobile-exclusive pass that allows users to explore dining options, check-in, and win Stockton Taco Trail prizes. Over 50 restaurants, taquerias, markets and food trucks are featured in the program, the largest collection of mouthwatering tacos and treats ever assembled in the city’s history! The Stockton Taco Trail not only supports the small businesses of our community, but also highlights the diversity of cultures Stockton is being nationally recognized for. The Stockton Toco Trail will run through December 31, 2021, and you can sign-up to start checking-in at StocktonTacoTrail.com.
Small Business Week Visit Stockton is partnering with the City of Stockton Economic Development Department to host Stockton Small Business Week. The event, which runs May 2-8, 2021, will encourage the community to continue their support of small businesses through interactive campaigns, including a consumer bingo game, a small business hashtag contest, and educational webinars. Information about participating in Stockton Small Business Week, a calendar of events, and contest rules will be available at StocktonSmallBusinessWeek.com.
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
MEET THE TEAM Wes Rhea, CTA, CDME Chief Executive Officer wes@visitstockton.org | 209.938.1555 Christa Griffith, CTA Office Manager & CTA Program Manager christa@visitstockton.org | 209.938.1555
Special Events Rebecca Scharmann, CTA Events & Community Engagement Manager rebecca@visitstockton.org | 209.851.3096
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 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
the awareness of the organization, our efforts and local efforts. It’s 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 developed, will be deployed this summer, and we expect to evaluate the results this fall.
Sports Tourism Strategic Plan Visit Stockton is undergoing a SWOT (strengths, weaknesses, opportunities, and threats) analysis around existing sports tourism and marketing efforts, community engagement, and outreach tactics. The analysis will help outline facility needs (enhancements and new development), benchmark Visit Stockton against like organizations, provide recommendations for enhancing the work of the organization, and identify potential public/ private partnerships and corporate engagement opportunities. For more information, please email tim@visitstockton.org.
QUARTERLY REPORT | 2021
JANUARY • FEBRUARY • MARCH
Our offices in Downtown Stockton are currently closed. Our team is working remotely to best serve you. Messages will be returned during business hours: M-F 8am to 4pm.
Visit Stockton Board of Directors Meetings The next board meetings will take place on April 15, June 17, and August 19, 2021. Email wes@visitstockton.org for a link to join the zoom meeting.