2023 Q3 Report | July 2023 - October 2023 A LETTER FROM THE CEO Welcome to Fall! It has already been an exciting month, as I recently returned from the International Festival & Events Association (IFEA) annual convention, where Visit Stockton took home nine awards from Stockton Flavor Fest. I could not be prouder of our team, our partners at the City of Stockton, and everyone involved who made this event the success that it is. Learn more about our awards on page 3.
impact of the economic downturn, and we are actively analyzing, measuring, and adjusting our programs as needed. As mentioned above, the Visit Stockton team continues to stay focused on our work to help improve the local tourism economy. Below are two marketing successes from the past quarter:
TV Commercial Campaign
IFEA 2023 Annual Convention Summer has come to an end, cooler temps have arrived, and holiday décor is lining the store shelves. It is hard to believe we are two-thirds the way through this busy year, but before we look at the highlights, let's take a moment to review the status of our local tourism business community. Stockton continues to see volatility in the lodging market with overall occupancy down about 7.5% for the past 12 months running, with a slight increase in average daily rate over last year, at a $114 ADR (average daily rate), up from about $90 for the same period in 2019. At the same time, overall visitor foot traffic is down roughly 11% in the past quarter, slightly less than our neighbors to the north and south, showing that the drop in visitors is a regional trend. We continue to invest in strategies to lessen the
and get ready to go out and dine. Be sure to check out StocktonRestaurantWeek.com for all of the latest info.
▪ Our six-month TV commercial campaign has wrapped up, funded by a $100,000 tourism recovery grant from San Joaquin County. The project generated over 3.5 million impressions on television and streaming devices in the Sacramento and San Francisco markets, with a completion rate exceeding 95%. ▪ In July, we kicked off a digital display campaign, which to date has generated over 3.8 million impressions. This effort targets past visitors to Stockton, as well as competing destinations, in both the San Francisco and Sacramento markets. Our vendor Epsilon can measure arrivals to our destination as well as their spending in Stockton. In just the first 44 days of the campaign, we saw a 10:1 ROAS (Return on Ad Spend) with visitors spending over $180,000 locally.
I am extremely proud of the dedication and achievements of our team. We continue to make a significant impact on the local economy on behalf of our partners and the residents of Stockton. As always, if you have any questions or suggestions, we encourage you to share them with me or any member of the Visit Stockton team. We appreciate your support as we work together towards our common goal.
Wes Rhea Chief Executive Officer
Lastly, we are excited to announce the return of one of Stockton’s favorite culinary events. After a year hiatus, and based on feedback from the Stockton restaurant community, we are bringing back Stockton Restaurant Week for its 14th year! Mark your calendars for January 19-28
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