2022 ANNUAL SERVICE PLAN Who We Are
General Overview
Visit Stockton is the official
The current Stockton Tourism Business Improvement District (TBID) was established effective January 1,
destination marketing organization
2016 by the Stockton City Council and expires December 31, 2025. The current TBID assessment levies
for Stockton, California and as such,
a 4% fee per hotel room, per night. The funds are used for the marketing and promotion of Stockton,
is charged with the promotion and
targeted toward increasing overnight stays. The assessment is applied to all lodging establishments within
marketing of the City of Stockton
the city limits of Stockton; at this time there are no proposed changes to the boundary of the district.
as a leisure travel, sports, events,
Included in this Annual Service Plan are the strategies and objectives of Visit Stockton for the year ending
and meetings destination. Founded
December 31, 2022.
in 1979 as a 501(c)6, non-profit
2022 Budget Overview
corporation, Visit Stockton is dedicated to positively impacting the local economy through its programming and elevating civic pride while highlighting the
The attached budget is in compliance with the percentage thresholds set forth in the Stockton Tourism Business Improvement District Management District Plan approved by City Council in December of 2014.
Stockton community as a positive
TRENDS IN STOCKTON TOURISM IN 2021
place to work, live, and visit. Visit
Overall hotel demand was up 14.4%
Stockton is funded in partnership with local hotel properties through the Stockton Tourism Business Improvement District.
2022 Anticipated Revenue:
Mission Statement
1,999,780
$
Visit Stockton is dedicated to enhancing the region’s Quality of Life by collaboratively leading the
($1,600,000 - TBID Revenue)
promotion of our richly diverse community and advocating for initiatives that will enhance the city’s Quality of Place. Vision Statement
Stockton hotel revenue was up 29.8% Average Hotel Occupancy for Stockton in 2021 was 73.4%, as compared to 64.7% in 2020, showing strong growth in ADR and demand.
Stockton is widely respected as a diverse and welcoming community, providing unique and authentic experiences and opportunities for all. Our Organizational Values Accountability • Have Fun Excellent Service • Giving Back Learn and Improve
Sales & Marketing
1,677,340
$
Administrative & Operations
242,440
$
The 2022 Budget includes a carryover of $300,000 from 2021 and also reflects a 5% contingency fund allotment of $80,000 (5% of $1.6M) as per the TBID Management District Plan. Visit Stockton Service Plan 2022 || 1
Average Daily Rate, Hotel Occupancy, and Hotel Revenue in 2021 were all above 2019 milestones.
2022 GOALS AND STRATEGIES GOAL: Create a Destination-Driving Signature Event for Stockton • Objective A: Highlight the assets and offerings of the community with a focus on cultural foods, diverse entertainment, priority for local vendors, and showcasing local organizations and creatives, in order to aid in the recovery efforts of downtown Stockton. • Objective B: Create a revenue structure that supports the community and ensures future success for the festival through sponsorships and volunteer-led support. • Objective C: Set the standard for events in Stockton, including visual appeal, elevated entertainment, economic awareness, and cleanliness.
GOAL: Enhance Brand Awareness • Objective A: Diversify our market share by creating the “This Is Stockton” podcast, highlighting the people, places, and stories of Stockton. • Objective B: Begin work with a public relations agency to increase the media share of Stockton stories and mentions, while increasing the reputation and visibility of Stockton, our events, and programs. • Objective C: Expand our video presence, primarily on TikTok, including more “organic” content showcasing the characters and personality of Visit Stockton and our partners. • Objective D: Increase social media presence and efficiency by working with data providers and educational platforms.
Our first hosted live event in 2021, Stockton Brew Fest welcomed 30 breweries and 1,100 guests at its new home at the Weber Point Events Center. The event featured live music, beer sampling, food trucks, an artist market, yard games, and lots of fun in the sun!
In addition to our demand and brand goals, Visit Stockton identifies the following as 2022 outcome measurements: Overall Stockton Room Revenue • Sports and Group Events • Website Analytics
Social Media Engagement Analytics • E- Mail Marketing Metrics • Overall Marketing Impressions Earned Media Impressions Visit Stockton Service Plan 2022 || 2
2022 GOALS AND STRATEGIES GOAL: Support City Initiatives • Objective A: Create and execute an annual destination-driving event as part of the City’s initiative towards downtown recovery with the support of federal funding and City support. • Objective B: Participate in workshops, case studies, and advisory roles for Stockton recovery initiatives. • Objective C: Support with program development, marketing, branding, and the execution of a digital or in-person investor summit to increase awareness and investment into our economy. • Objective D: Administer the Collide Arts Festival artist workshop, sculptural, and merchant grants, as well as the Stockton Arts Week workshop grants to benefit our local creatives and the community.
GOAL: Visibility • Objective A: Evaluate the final results of the Stockton Resident Sentiment Survey and use it as a guideline for future awareness campaigns for Visit Stockton programming and events. • Objective B: Introduce new Stockton Experience Passes that elevate the evergreen offerings in the community, help support small business and the economy, and create positive awareness. • Objective C: Continue work with user generated content and ambassador programs to increase the owned assets within the organization and to increase organic media presence. • Objective D: Encourage the development of Visit Stockton staff and the community through participation on non-profit boards, advisory committees, and civic engagement. • Objective E: Embrace reopening by increasing Visit Stockton’s presence at community events, whether through volunteer efforts, marketing, networking, and awareness opportunities.
Beautiful spaces are all around us, and the Stockton Art Trail helps highlight the artistic gems across the city. From large-scale installations, sweeping painted murals, to carved storm drain covers, explore Stockton’s offerings for a chance to claim an “I Love Stockton Arts” mug.
Looking for additional information? A copy of the 2021 Visit Stockton Annual Report can be found online at visitstockton.us/annualreport21
Visit Stockton Service Plan 2022 || 3
COMMUNITY ENGAGEMENT Hosted and produced events for 2022
STOCKTON RESTAURANT WEEK (JANUARY 14-23)
COLLIDE ARTS FESTIVAL (MAY 14-15)
For the 13th year, this promotion will be an economic
Commission and Visit Stockton will host this festival
driver for local restaurants as Visit Stockton highlights
within the footprint of the inaugural Stockton
the multi-course price-fixed menus.
Flavor Fest.
ANNUAL TOURISM BREAKFAST (APRIL 19)
STOCKTON SPORTS FOUNDATION GOLF TOURNAMENT (JUNE 3)
In its 3rd year, the City of Stockton, Stockton Arts
Visit Stockton will highlight the impact of tourism on
An inaugural fundraising event in support of the
our community and celebrate those who work to aid us in our mission at this 9th annual event.
Stockton Sports Foundation, increasing the visibility
FEAST AT THE FOX (MAY 6)
the visitor economy in Stockton.
and awareness of the foundation and how it increases
In its 3rd year, this farm to table fundraiser (in
STOCKTON BEER WEEK (SEPTEMBER 9-18)
partnership with the City of Stockton) will raise money
This 10th annual celebration of beer culture will drive
for Delta College culinary students while highlighting
traffic to special events and limited-edition brews at
local agriculture and wine.
local bars, restaurants, and tap houses.
STOCKTON ARTS WEEK (MAY 6-15)
STOCKTON BREW FEST (SEPTEMBER 10)
Artists, arts organizations, and community members
In its new home in Downtown Stockton, this beer,
will come together to showcase their best during the 6th year of this promotion that encourages
music, and food festival celebrates its 6th anniversary
collaboration, education, and appreciation of
with a portion of the proceeds supporting the
local artists.
Stockton Sports Foundation.
STOCKTON FLAVOR FEST (MAY 14-15) Visit Stockton will host the inaugural festival as part of the city’s downtown recovery efforts by highlighting Stockton’s culture, cuisine, and community at Weber Point Events Center. The objective of an ambassador program
Visit Stockton is currently evaluating the future of our Stockton
is to make a destination the leader in
Ambassador program and how it can best serve our community, visitors,
hospitality in their community, where
and economy. An objective of the future program will be to expand
groups and guests know they will find
the opportunities and visibility of our current ambassadors, including
friendly and knowledgeable front-line staff, volunteers, and residents.
their presence as volunteers and leaders at Visit Stockton and other
This is often carried out through a certification program (including pre-
community events.
readings and an in-person class), ongoing educational opportunities
We look forward to enhancing the programming and hospitality
hosted through the organization, and other milestones.
leadership in our community.
Board of Directors
Meet the Team
George Kaplanis, CTA President Omega Hospitality
Rhona Miles, CTA University Plaza Waterfront Hotel
Wes Rhea, CTA CDME, CHIA Chief Executive Officer
Wes Yourth, CTA Vice President University of the Pacific
Isadora Harness, CTA Marriott Properties
Christa Griffith, CTA Office Manager & CTA Program Manager
Susan Obert, CTA Treasurer, Haggin Museum Alex Munro, CTA Hilton Stockton
Jai Patel Red Roof Inn Christina Fugazi Council Appointee Councilmember, District 5, City of Stockton
Amy Alpers, CTA Director of Marketing & Communications Anthony Esteves, CTA Social Media Manager Jesse Salazar, CTA Video Production Manager
Rebecca Scharmann, CTA Director of Sports & Tourism Development Nicholas Ramirez Events Services Manager
Wesley Sosa Graphic Designer & Brand Manager Diana Nuño Events & Community Engagement Manager
125 Bridge Place, 2nd Floor Stockton, California Call us at 877.778.6258 Office Hours: 8AM to 4PM, Monday - Friday Visit Stockton Service Plan 2022 || 4