SDTA_DEI_ImpactReport_FY26_Final_Digital

SAN DIEGO TOURISM ACCELERATOR

IMPACT REPORT 2021-2026

TABLE OF CONTENTS ACKNOWLEDGEMENTS ................................................................................................................................................................... 4 LETTER FROM THE PRESIDENT & CEO, SAN DIEGO TOURISM AUTHORITY .................................................................................. 5 ABOUT THE TOURISM ACCELERATOR ............................................................................................................................................ 6 LETTER FROM THE BOARD CHAIR, SAN DIEGO TOURISM FOUNDATION ..................................................................................... 8 IMPACT AT-A-GLANCE ................................................................................................................................................................... 9 IMPACT BY THE NUMBERS ............................................................................................................................................................ 10 MEET THE GRADUATES ................................................................................................................................................................... 12 THANK YOU TO OUR PARTNERS .................................................................................................................................................... 18 LOOKING AHEAD ........................................................................................................................................................................... 20 GET INVOLVED ................................................................................................................................................................................ 23

ACKNOWLEDGMENTS The San Diego Tourism Accelerator program is made possible through the collective commitment of our board of directors, generous sponsors, trusted partners, and — most importantly — the entrepreneurs who courageously choose to build, grow, and lead their businesses in our region. At a time when small businesses make up over 90% of San Diego’s regional economy, their success is not only essential to individual livelihoods, but to the long‑term vitality, authenticity, and competitiveness of our destination. The Tourism Accelerator exists because of a shared belief that when small and diverse tourism businesses thrive, San Diego thrives.

We are deeply grateful to everyone who has invested their time, resources, and belief in this program over the past five years, and to the participants whose innovation, resilience, and vision continue to shape the future of our visitor economy.

A LETTER FROM SDTA PRESIDENT & CEO Dear community members, It’s hard to believe the Tourism Accelerator program is celebrating five years. What’s even more remarkable is the impact it has made in such a short time.

I had the privilege of serving as chair of the San Diego Tourism Authority Board of Directors when the program launched in 2021. At the time, it was an ambitious, first-of-its-kind effort to expand opportunity and representation within San Diego’s tourism and hospitality community. Today, it has grown into an award-winning program that has served over 50 businesses, increased revenue for participants, and helped create meaningful jobs across our region.

The success stories speak for themselves.

Tourism Accelerator alumni are now providing accessibility services at professional sporting events, partnering

with major hotel brands for catering and hospitality services, and evolving their business strategies to grow smarter and more sustainably. Just as important, they’ve built a lasting community that continues to connect, collaborate, and shape the future of tourism in San Diego.

From the beginning, SDTA emphasized that this work is not simply a “nice to have,” but a crucial business imperative. When we broaden representation and elevate more voices, we strengthen our industry, enrich the visitor experience, and position San Diego as a destination that welcomes all.

I hope you’ll feel as inspired as I do by what this program has accomplished, and by what’s still ahead. I invite you to join us in supporting the next generation of tourism leaders.

Daniel Kuperschmid President & CEO San Diego Tourism Authority

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ABOUT THE TOURISM ACCELERATOR The San Diego Tourism Authority (SDTA) exists to drive visitor demand and generate economic benefit for the region. Underpinning all its work is a core belief: tourism is for all. The SDTA’s Tourism Accelerator — the first program of its kind — is dedicated to engaging and empowering diverse communities by opening doors to opportunities within San Diego’s travel and hospitality industry.

The SDTA Tourism Accelerator advances equity and sustainability within the local tourism economy by expanding access to industry resources for small businesses led by underrepresented founders and those prioritizing sustainability. Through a yearlong cohort-based experience, participants gain access to education, professional networks, marketing exposure, and strategic guidance that strengthen business viability and long-term growth.

By pairing visibility with practical tools — such as coaching, media opportunities, and direct connections to industry leaders — the program increases participants’ capacity to compete, collaborate, and contribute meaningfully to the visitor economy. Collectively, these investments support inclusive economic development, deepen community participation in tourism, and help build resilient businesses that generate lasting local impact.

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A NOTE FROM OUR FOUNDATION’S INAUGURAL BOARD CHAIR The Tourism Accelerator, and the success stories it has made possible, laid the groundwork for what is now the San Diego Tourism Foundation. It’s been an honor to help guide this next chapter and continue building on that momentum.

As the official 501(c)(3) affiliate of the San Diego Tourism Authority, the Foundation exists to strengthen and sustain our tourism community. Our work is centered on three key priorities: small business empowerment, workforce development, and destination stewardship, with each one essential to ensuring our industry remains vibrant, inclusive, and resilient.

Here in San Diego, tourism is our region’s secondlargest industry, supporting one in eight local jobs and generating critical economic impact that benefits residents and visitors alike. It’s an engine for opportunity and a powerful force for community good.

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We’ve already begun to see the Foundation create meaningful change. From hosting San Diego Tourism Day at San Diego State University to partnering with the San Diego Workforce Partnership on a career fair at San Diego City College, the foundation is investing in our tourism community with an eye on economic and environmental sustainability.

As you explore these pages, I invite you to reflect on the impact we’ve made together and consider how you can be part of what comes next. There is so much more ahead.

Marilyn Hannes Inaugural Board Chair San Diego Tourism Foundation 2024-2026

IMPACT AT-A-GLANCE In five years, the Tourism Accelerator has served a wide range of businesses — restaurants, makers, cultural experience providers, event services, wellness brands, accessibility innovators, and more.

These businesses serve communities across San Diego County, and through SDTA’s marketing and partnerships, gain visibility far beyond the region.

The program’s potential has been amplified by partnerships with organizations such as The Shipyard, Meeting Planners International Southern California, San Diego County Lodging Association, San Diego Convention Center, San Diego State University, and leaders across the tourism and hospitality industries.

These relationships position businesses for expanded reach, contract opportunities, and long‑term growth.

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IMPACT BY THE NUMBERS The Tourism Accelerator’s impact can be seen clearly in the numbers. Across five years, these metrics represent more than performance — they reflect the evolving health, capacity, and vibrancy of San Diego’s diverse tourism small business community.

55

60 HOURS

65%

100%

diverse, San-Diego based small business served by the program

of educational programming and networking opportunities offered annually

of graduates reported revenue growth as a result of the program

of participants say their confidence in running their business has improved

45%

100%

of graduates have created new jobs

of participants have increased their understanding of SDTA and its mission Source: San Diego Tourism Authority Annual Program Evaluation 2022-2025

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Diverse Minority Owned

includes AANHPI, Black, Indigenous, Latino, & Middle Eastern

82%

Woman Owned

76%

Veteran Owned

16%

LGBTQ+ Owned

14%

MEET THE GRADUATES Kebab Craft & Liberty Wing Co. (2023) Loma Hospitality Group includes Kebab Craft, an award-winning Mediterranean fast casual cafe, Liberty Wing Co., a southern comfort food concept; and the newest venture — Loma Salad Bar. “I have three restaurants; I started with one and I don’t plan to stop…I feel like a lot of people don’t think that they can do it, but when you have people behind you like the Tourism Authority that are pushing you forward it just gives you such confidence.”

Black | Woman | Middle Eastern Owned

SCAN QR CODE FOR VIDEO: Meet Shannon Salhany, Co-Founder

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Blulite Bonfires (2024) Blulite Bonfires is a family owned and operated service dedicated to curating unforgettable beach experiences that leave lasting memories and contribute to the improvement and sustainability of our beach community. “[The Accelerator program] opened our eyes to a much larger market…It allowed us to increase our knowledge when it came to marketing, but then also adjust to what the community really needed … It motivated us to revolutionize what we’re doing, but then also show that we were on the right path.”

Latino | Veteran Owned

SCAN QR CODE FOR VIDEO: Meet Rene Contreras & Gerardo Ramirez, Co-Founders

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2022 COHORT Access Trax Alternative Strategies Common Theory Public House Fargo’s BBQ/Jamaican Cuisine Finest City Improv

Game Face Video SD Gossip Grill It’s In the Details Pop Up – Picnic Co. Social Artistry LLC

2023 COHORT FeMAVEN LLC Hey Sugar JA Cooley Museum/Frank the Trainman Kebab Craft Negociant Winery

Ocean Connectors Ortega’s, A Mexican Bistro Selfie Station Events Sip Wine & Beer Valdes Language Services

2024 COHORT BluLite Bonfires Danielle Monique Designs McClean Photography Love & Bake Neet Sheets

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Point Loma Tea Ringer’s Roller Rink S&S Friendly Ranch The Mental Bar The Studio Door

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2025 COHORT Baraka and Bilal Bloom & Rooted CatchHer Ice Cream Movement Matters Collective Mujeres Brew House

Purpose First Beach Cleanup Sinta Sunny Bites Food Tours Surje Coffee Co. The Old Town Soap Company

2026 COHORT Baja Society Tours Binational Race Black San Diego HERE TOGETHER ICE POPS Let’s Car’raoke Luna Soul Wellness MM Tours

My Brain Buddies Sew Loka Stefanie Bales Fine Art Swil Arts The Vinho Vizcarra’s Macarons Worthy Picks

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Ringer’s Roller Rink (2024) Ringer’s Roller Rink is San Diego’s premier outdoor roller-skating experience, offering a vibrant atmosphere for people of all ages to enjoy.

“I joined the Accelerator program because I wanted to figure out how to connect what we provide locally to San Diegans into the tourist economy. As a small business owner, we don’t have access to … anything outside of our world and so joining the Accelerator … really opened the flood gates to access… and people.”

Woman | Middle Eastern Owned

SCAN QR CODE FOR VIDEO: Meet Nili “Ringer” Goldfarb, Founder

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THANK YOU

We are deeply grateful to the sponsors and partners who have joined in sustaining and shaping San Diego’s future by becoming a partner of the Tourism Accelerator program.

SPONSORS & PARTNERS Alaska Airlines

KPBS

Asian Business Association of San Diego

KSDY50

Better Business Bureau Serving the Pacific Southwest

North San Diego Business Chamber

Certified Folder Display

San Diego Convention Center Corporation

CBS 8

San Diego Gas & Electric

Cohera

San Diego Equality Business Association

Cox Communications

San Diego Regional Chamber of Commerce

County of San Diego Black Chamber of Commerce

San Diego County Hispanic Chamber of Commerce

Fox 5

San Diego County Lodging Association

Hello! Destination Management

Teague Insurance

JLL

The Shipyard

Justworks

UC San Diego Extended Studies

Klinedinst PC

U.S. Bank

“We’ve supported the Tourism Accelerator program from the beginning because expanding opportunities for minority-owned businesses is essential to a stronger, more dynamic city and tourism industry. As San Diego headquartered company, that commitment to DEI&B and local community growth is core to who we are, and this partnership has been especially meaningful in helping elevate diverse voices.“ - Christine Neville, V.P. Group Account Director | The Shipyard

“The partnership with the Tourism Accelerator has been meaningful to me because I’ve seen the real results it delivers. Being part of a collaboration where value is created and partnerships flourish has been truly rewarding.”

- Claudio Burgin, Assistant Vice President & Business Access Advisor | U.S. Bank

“Klinedinst is proud to support the vibrant small-business community of San Diego, [...] SDTA’s Accelerator is a pillar of that ecosystem, giving entrepreneurs the tools, connections, and confidence they need to move forward. Being part of programs like this reflects our ongoing commitment to investing in the people and ideas that shape our region, and Klinedinst benefits from the relationships, as well.” - Teresa Beck, Managing Shareholder | Klinedinst PC

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LOOKING AHEAD OUR ALUMNI PROGRAM:

Accelerating Impact Beyond the Cohort The Tourism Accelerator Alumni Program keeps Accelerator graduates connected beyond the cohort year—strengthening relationships, encouraging collaboration, and expanding access to resources and opportunities. Through ongoing touchpoints and alumni-led engagement, participants continue to learn from peers, build partnerships, and support the next generation of small and diverse tourism businesses.

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2026 TOURISM ACCELERATOR PRO

“The SDTA Tourism Accelerator A FOCUS ON SUSTAINABILITY: gave us access to resources we Stewarding Our Destination would not have on our own.

In San Diego, sustainabilityWe’ve has never meant beenjust able to expand our “green.” It’s also about growth — the kind that uplifts business with a second location people, preserves culture, and keeps the region’s and connections that will creative energy thriving. For thismake city, where innovation meets ocean breeze, sustainability is as much help us continue toabout grow.” who benefits as it is about what’s protected.

”

~ Shannon Salhany | Kebab Craft |

Across neighborhoods, from Barrio Logan’s murals Cohort 2023 to the beach communities’ surf breaks and cafés, the visitor economy fuels far more than hotels and attractions. It supports artists, farmers, chefs, and shopkeepers — the people whose work gives San Diego its warmth and soul.

In 2026, the Tourism Accelerator program was proud to expand its reach to include small businesses with a focus on sustainability.

The San Diego Tourism Authority is excited of its 2026 Tourism Accelerator program. S hospitality businesses owned by individuals groups—or those focused on environmenta to apply for this high-impact program that and benefits valued at over $15,000.

Tourism Accelerator participants can expec membership for one year, access to educat and networking opportunities. This initiativ reach the next level and achieve better res inclusion and equity within the tourism eco

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TOURISM FOUNDATION

GET INVOLVED Become A Partner

We invite you to join us in sustaining and shaping San Diego’s future by becoming a partner of the Tourism Accelerator program. To learn about current partner and sponsor opportunities, please contact Accelerator@SanDiego.org or call (619) 557-2863.

Support the Tourism Foundation

The San Diego Tourism Foundation aims to elevate San Diego as an inclusive destination that is sustainable and equitable for all by diversifying and strengthening San Diego’s travel and tourism industry through education and training, workforce development, civic engagement, and other charitable services.

Learn more by visiting www.sandiego.org/foundation

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SAN DIEGO TOURISM AUTHORITY 619.232.3101 SANDIEGO.ORG ACCELERATOR@SANDIEGO.ORG