Visit Stockton Annual Report 2023 & Service Plan 2024

2023 ANNUAL REPORT

& 2024 SERVICE PLAN

1|

A LETTER FROM THE CEO Partners, Stakeholders, and Community Members, Welcome to 2024!

As we enter the new year and look back at 2023, we can’t help but wonder, what is our new normal? Though we are nearly four years from the beginning of the pandemic, our local visitor economy still struggles to recover. Last year, like many others in our region and the valley, Stockton faced reduced foot traffic and hotel bookings. While challenging, our resolve hasn’t wavered. Our team remains dedicated to bolstering our city’s lodging and hospitality sector.

Looking deeper at the numbers, hotel occupancy in Stockton dropped 5.8% in 2023, with average daily rates holding steady and ending the year at a healthy $117. When we look at visitor foot traffic, utilizing our geolocation platform Placer.ai, we see foot traffic down 10.7% for visitors traveling 30 miles or more and staying 30 minutes or more.

Similar decreases are seen in the other two large San Joaquin County cities as well as communities in the valley all the way south to Bakersfield. While difficult to pinpoint the reasons behind these declines in the valley, many continue to point to ongoing economic uncertainty and the shifting travel behaviors of Californians.

One challenge we look to address in 2024 is hotel leakage where often visitors to Stockton are often choosing to stay at newer properties in bordering communities.

This, coupled with a short-term rental market (Airbnb/VRBO) that continues to grow, is also attributed to lower overall occupancy. Despite this, we were excited to welcome Stockton’s first new hotel built in over 15 years with the opening of the Hampton Inn and Suites in May. Equally encouraging, the Hilton Stockton completed significant renovations to all the hotel’s rooms and suites. Overall, the lodging inventory continues to struggle as Stockton, the 11th largest city in California, has less hotel rooms today than a decade ago.

In 2024, our strategy targets reversing hotel leakage by amplifying targeted marketing campaigns across search engines and social media, specifically aimed at our primary overnight markets. Furthermore, we’re revitalizing the small group meetings sector with an enhanced and more robust Meetings Incentive Program, designed to attract new group business to Stockton’s lodging facilities. We’re optimistic that these proactive measures, coupled with an upturn in the economy, will counteract the downward trends observed in 2023.

On the bright side, this past year brought us plenty of positives. In March we launched a fun, image-enhancing, campaign titled Fantastic4Stockton, an effort to get recognition from Marvel Studios to acknowledge Stockton as the rightful birthplace of the Fantastic Four. The campaign not only created significant media attention, but also garnered a Silver Award from the Hospitality Sales and Marketing Association International for its creativity and achievement. Our team also produced a second successful Stockton Flavor Fest, with over 16,000 people joining our celebration held on the downtown Stockton Waterfront in May with the support of the City of Stockton. The event again garnered multiple awards from the International Festival & Events Association (see the list in page 8), and a prestigious international award nomination from City Nation Place. We hope you can join us for the third Stockton Flavor Fest, May 17-19.

We remain positive about the prospects 2024 holds and look forward to a year that’s brighter and more secure than the last. At Visit Stockton, we take pride in our role within and contribution to the Stockton community. Wishing everyone a safe and healthy 2024.

Wes Rhea Chief Executive Officer

2 | Letter from CEO

TABLE OF CONTENTS

MEET THE TEAM

TOURISM & LODGING

4

ADMINISTRATION & OPERATIONS Wes Rhea, CDME Chief Executive Officer wes@visitstockton.org Christa Griffith Office Manager christa@visitstockton.org

The tourism industry faced a challenging 2023, not just within Stockton, but also the Central Valley. Learn more to see how Stockton and other cities performed.

SPORTS, EVENTS, & TOURISM DEVELOPMENT Rebecca Scharmann Director of Sports, Events, & Tourism Development rebecca@visitstockton.org Diana Nuño Events & Community Engagement Manager diana@visitstockton.org Nicholas Ramirez Events Services Manager nicholas@visitstockton.org

SIGNATURE EVENTS Visit Stockton’s Signature Events play a pivotal role in shaping the narrative of “things to do” in the city, enticing visitation to the area!

6

MARKETING CAMPAIGNS

10

Our marketing campaigns highlight the stories in Stockton, leveraging the diverse communities and small business owners.

12

REPUTATION MANAGEMENT

Stockton could always use a feel-good and positive presence in the media. Our projects highlight the “fun facts” and the hidden gems of our city.

MARKETING & COMMUNICATIONS Amy Alpers Director of Marketing & Communications amy@visitstockton.org Anthony Esteves Social Media Content Manager anthony@visitstockton.org Jesse Salazar Video Production Manager jesse@visitstockton.org Wesley Sosa Graphic Designer & Brand Manager wsosa@visitstockton.org

BOARD OF DIRECTORS SPORTS & DEVELOPMENT 16 18

We help bring regional, national, and international sporting events to our city.

Also in this issue Marketing Metrics

14

Special Projects

17

George Kaplanis President Omega Hospitality

Rhona Miles University Plaza Waterfront Hotel

Wes Yourth Vice President University of the Pacific

Isadora Harness Marriott Properties

Susan Obert Treasurer, Haggin Museum

2024 ANNUAL SERVICE PLAN

Alex Munro Hilton Stockton

Jai Patel Red Roof Inn Michael Blower Council Appointee Councilmember, District 3, City of Stockton

See our goals for 2024, and learn more on what we have in store for the upcoming year!

3 | Table of Contents

STATE OF TOURISM IN THE CENTRAL VALLEY In 2023, Stockton’s hotel occupancy dropped by 5.8%, and foot traffic for visitors traveling 30 miles or more decreased by 10.7%.

YoY Change in Visits* 2023 vs. 2022 and Total Visits* in 2023

Similar declines were observed in other cities in San Joaquin County and the valley down to Bakersfield.

The reasons are unclear, but economic uncertainty and changing travel behaviors among Californians are thought to contribute.

Lodi 3.9mil Manteca 7.8mil Modesto

-10.4%

Stockton

12.1mil

17.6mil

Fresno 27.9mil

-12.4% -10.0% -7.7% -4.5%

Bakersfield 18.5mil

-13.5%

Other cities in the Central Valley saw a decrease in visitors in 2023.

Even though Stockton saw a decrease in foot traffic, it still had the highest visitation in San Joaquin County at 17.6M visits.

*Visit is defined as a person who traveled to the city from 30+ miles away, and stayed 30 minutes or more.

Source: Placer.ai

YtD Change in Lodging Revenue 2023 vs. 2022 3.4%

4% 2%

2.0%

1.7%

0%

1.2%

-2%

Foot traffic was down throughout the Valley.

-4%

4.3%

-6%

6.8%

-8% Lodi

Manteca/ Lathrop

Fresno

Stockton

Modesto

Bakersfield

Source: STR Report 4 | Tourism Updates

One of our primary goals for the upcoming year is to minimize hotel leakage from neighboring communities.

Our focus is on encouraging individuals visiting Stockton to choose accommodations within the city, reinforcing the commitment to keeping guests within the local area.

Direct Travel Impact 2022 Direct Travel Impact Data, compiled by Dean Runyan Associates, describes the economic impact of travel to and through our community, including detailed estimates of travel spending, the employment and earnings generated by this spending, and travelgenerated tax receipts.

This information is important because it allows us to assess how the business of travel impacts our tax base, and what sort of burden they would face if we didn’t support the industry.

STATE OF TOURISM IN STOCKTON Presented here are the consolidated findings from the 2023 STR Report. Although there were declines in occupancy and room nights, the average daily rate exhibited resilience.

Recognizing the potential for growth, Visit Stockton is dedicated to identifying strategies to enhance overnight visitation in 2024.

Hotel Occupancy

YOY CHANGE

2023

59.9%

5.8%

2022

63.6%

10.7% 12.1%

71.2%

2021 0%

50%

100%

Average Daily Rate

YOY CHANGE

2023

$117.13

0.9%

2022

$116.03

8.4% 12.5%

$107.01

2021 $0

$80

$160

Room Nights

YOY CHANGE

2023

487.7k

7.7%

2022

528.2k

10.9% 13.9%

593.1k

2021 0

400k

700k

Stockton continues its recovery from the impact of the pandemic. Within this report, 2023 Hotel Revenue we will spotlight the initiatives implemented Generated from in 2023 to reinvigorate visitation and outline Overnight Visits our strategic plans for 2024.

57,129,202

$

Source: Dean Runyan Associates, U.S. Bureau of Labor Statistics 5 | Tourism Updates

OUR SIGNATURE EVENTS Visit Stockton’s Signature Events play a pivotal role in shaping the narrative of “things to do” in the city. These events not only promote visitation but also contribute to storytelling, creating a compelling backdrop for our community. Moreover, they serve as an inspiration for other events professionals, encouraging the production of large-scale activities that contribute to the dynamic cultural fabric of our community.

Tourism Breakfast The Annual Tourism Breakfast serves as a platform for our organization to showcase achievements from the previous year and outline plans and goals for the upcoming year with our valued partners and stakeholders.

The highlight was a presentation by Lynn Carpenter, the VP of Marketing, who shared Visit California’s program plans, provided insights on enhanced partner involvement, and offered an excellent opportunity for us to spotlight Stockton.

6 | Our Signature Events

Feast at the Fox, our annual farm-to-fork dinner under the Bob Hope Theatre marquee, serves as a signature fundraiser for the Delta College Culinary Arts Program.

The final funding amount for Delta was $10,800, and the event welcomed 176 guests, including four major program sponsors and 10 table sponsors. Seven Delta College professors took center stage as featured chefs, with 36 student chefs contributing to the preparation and execution.

Despite a slight drizzle, the event was a resounding success, and we look forward to reimagining it for years to come!

10,800

$

Raised for the San Joaquin Delta Culinary Arts Program

7 | Our Signature Events

$760k

Overall Budget

Stockton Flavor Fest, held from May 19 to 21, 2023, at the Weber Point Events Center, celebrated the diverse food, music, and cultures of Stockton. In collaboration with the City of Stockton (ARPA funding) and local partners, the festival aimed to instill pride and excitement in the community.

Building on lessons from the first year, significant changes were implemented, including the addition of a third day, Friday, providing more opportunities for community engagement and exposure for vendors, artists, and partners. New programs, sponsors like San Joaquin RTD, Tia Linda’s Margarita, and the Stockton Kings, as well as increased vendor and artist participation, contributed to the festival’s success.

ATTENDANCE Sunday 5,700

VOLUNTEER PROGRAM

14,500

675

Total Attendees

Volunteers Saturday 5,400

from 2022's attendance

International Festivals & Events Association (IFEA) Wilkerson & Haas Awards Winner Best Instagram Site Best Digital Ad Series Best Hat Best Promotional Photo Silver Grand Pinnacle for Overall Best Festival

Friday 3,400

20% GROWTH

AWARDS & RECOGNITION

2,700+

Volunteer Hours

29,179.89

$

Funds Raised for Non-Profits

Source: Placer.ai

Bronze Best Single Ad Best Newspaper Ad Best Radio Promotion Best T-Shirt

City Nation Place Finalist Best Placemaking Initiatve

VISITORS BY CITY City

Stockton 60.5%

Percentage

Stockton

60.5%

Sacramento

8.9%

Lodi

3.2%

Manteca

3.1%

Modesto

2.0%

Pittsburg

2.6%

Patterson

2.2%

Other

16.7%

8 | Our Signature Events

1,207,709

$

Manteca 3.1%

Total Business Sales

Lodi 3.2% Sacramento 8.9%

ESTIMATED ECONOMIC IMPACT

14,832

$ Source: Placer.ai

Total Local Tax Collections

23,748

$

Total Income

Back for its second year, the Sport City Golf Tourney is a great way to celebrate sports in Stockton while raising funds to bring even more sporting excitement to the city! The tournament was held at Brookside Country Club and featured on-course activations, an awards banquet, amazing raffle prizes, and a whole lot of fun!

Visit Stockton in the Community (Highlights)

Asparagus Festival

LAZ Parking Day

National Night Out

Parents by Choice Trunk or Treat

Stockton Pride Festival

Bread of Life Volunteering 9 | Our Signature Events

MARKETING CAMPAIGNS At Visit Stockton, marketing campaigns serve as the cornerstone of our promotional efforts. Guided by data-driven decisions, these campaigns are strategically crafted around themes that are distinctly Stockton, aiming to attract visitors and inspire exploration of our vibrant city.

Stocked Full of Dining Campaign In a groundbreaking move, our 13-year January dining promotion embraced a digital-only strategy based on industry feedback. Through three weekly dining blogs, two videos on social media, digital TV commercials, website takeovers, and weekly giveaways, we engaged a wider audience, transcending our traditional Stockton Restaurant Week approach. The inaugural “Restaurant Month” garnered significant success, evidenced by a 21% rise in local restaurant visits in 2023 compared to 2022, as revealed by Placer.ai.

San Joaquin County Tourism Grant TV Campaign Visit Stockton secured a $100,000 San Joaquin County Tourism Recovery Grant in March 2023, leveraging research indicating Stockton as the county’s most-visited city with extended dwell times. The grant aims to attract a high-spending audience.

Focused on key pillars like dining, sports, and family recreation, a 6-month video promotion program was developed and distributed through EffecTV to target the regional drive audience.

Marketing Photo Shoot In collaboration with photographer Grant Taylor, Visit Stockton conducted a lifestyle photoshoot campaign, highlighting dynamic scenes of on-the-water activities, attraction visits, dining, and shopping. These captivating images can be accessed in the media hub for partners and are prominently showcased in the 2024 Visit Stockton Guide.

10 | Marketing Campaigns

Notable News Coverage

Stocked Full of Arts & Entertainment Social Performance: Sep 2023 vs.

Sep 2022

1,557,354+ 78,203 Impressions

Engagement

29,310

Post Link Clicks

Following our successful all-digital strategy for celebrating Stockton’s dining scene in January, we extended this approach to our promotion of arts and entertainment in September and October. Traditionally funded by a grant from the California Arts Commission, administered through the City of Stockton (expired in 2022), Stockton Arts Week underwent a shift to a marketing-focused approach. This involved featuring arts organizations on the This is Stockton podcast, utilizing blogs, hosting hashtag contests on social media, and employing vertical video promotion.

Digital Display Campaign 7.7mil

Impressions

10.3k Clicks

$13:1

Measured ROI

$970k

Measured VIsitor Spend

From July - December, we initiated a data-driven digital marketing campaign to target high-yielding travelers to ultimately visit and spend in destination. This valuable data empowers us to tailor our marketing approach, moving away from a generic message to one that resonates with our unique visitor market. Centered on familyfriendly attractions and Stockton’s arts and entertainment offerings, the campaign yielded 7.7M impressions and 10.3K clicks to our website.

Stockton Flavor Fest returns on Friday through Sunday. Here’s what to know – KCRA3 (May)

Visitor Guide & Calendar The Visit Stockton Guide, a beloved printed material for locals and visitors, showcases neighborhood highlights, dining recommendations, attractions, and Stockton’s history.

Distributed to partners and online, it inspires travel to our area and a serves as a companion to visitors in-market. The 2024 calendar, a cherished tradition, features user-generated images, highlights initiatives like the Stockton Savings Pass, and promotes events like Stockton Flavor Fest 2024, distributed to patrons, partners, and visitors, enhancing our promotional impact.

Stockton Flavor Fest – Good Day Sacramento (May)

Stockton Flavor Fest Studio Interview – Studio40 (May) 11 | Marketing Campaigns

AWARENESS & REPUTATION ENHANCEMENT In our public relations endeavors at Visit Stockton, a paramount focus is placed on narrating the Stockton Story, emphasizing the distinctiveness of our community’s people, places, and events. We understand the significance of our voice in disseminating positive news about the community, actively shaping the narrative for both locals and visitors.

This commitment underscores our dedication to portraying Stockton in its true essence and fostering a positive perception.

This is Stockton Podcast Our bi-monthly series, “This is Stockton,” showcasing our community’s people and events, has achieved considerable success, expanding our subscriber list and attracting new listeners each month.

2023 Podcast Stats

24

Episodes

245

Subscribers

This is Stockton Video Series

4.9/5 Apple Podcasts

5/5

Spotify

67k views on Youtube

In December 2022, we introduced the video counterpart to diversify our audience and raise broader awareness. Featuring Stockton through the perspectives of small business owners and leaders, the series encourages viewers to experience Stockton firsthand. The campaign, including two new videos in January 2024, contributes to our ongoing growth and outreach efforts.

12 | Reputation Enhancement

Fantastic 4 Stockton Campaign 41.6k 135.2k 1.3mil 4.0k 10.5k

Engagements

Video Views

Impressions

Shares

Link Clicks

255

Media Pickup

To boost positive media coverage for Stockton, we initiated the “Fantastic 4 Stockton” campaign, aiming to feature the city in the upcoming Marvel blockbuster. With support from Mayor Kevin Lincoln, Al Greco (owner of Al’s Comics), Joe Field (the originator of Stockton becoming the home of the Fantastic Four), and the Visit Stockton team, we launched a petition accompanied by an engaging video and social campaign to unite the community around our shared enthusiasm for the Fantastic Four and love for Stockton.

PRESIDENT’S AWARD Integrated Campaign: Reputation Management

The campaign garnered notable media coverage, positive sentiment across social channels, and wonderful comments on our petition page.

Hospitality Sales and Marketing Association International (HSMAI) Adrian Awards

13 | Reputation Enhancement

DIGITAL MARKETING

Within our digital marketing initiatives, the Visit Stockton team leverages data-driven strategies to establish measurable Return on Investments (ROIs). This approach grants us flexibility, enabling us to adapt and refine our campaigns based on real-time metrics. By precisely targeting audiences with tailored messaging, our objective is to consistently deliver the right message to the right people, ultimately generating the most actionable and impactful results.

SOCIAL MEDIA

VISITSTOCKTON.ORG 2023 SNAPSHOT

SOCIAL MEDIA FOLLOWERS

All website statistics were generated from GA4, which is the new industry standard.

60.1K 25.3K 8.9K 1.1K 1.0K

PROFILE PERFORMANCE (FB, IG, TIKTOK)

20,035,047

DOWN

Impressions

733,474

UP

Engagement

3.7%

Engagement Rate (per Impression)

UP

2% 224,080 15.1% 124,784 17.5%

UP

Post Link Clicks

UP

Audience

VIEWS

UP

1,828.5 WATCH TIME (in hours)

20%

UP

37%

Engaged Sessions

723,897

9.7% 13%

YOUTUBE VIDEO STATS

374,706

473,401

5.5%

CLICK THROUGH RATE UP

12%

New Users

112,741

Direct Acquisition

UP

UP

UP

3.3% 6.8% 21.5%

837,873

Google Impressions

7,333

Story Views

0.11%

Google Click Through Rate

6.8%

Story Click Through Rate

Source: Localhood 14 ||Marketing Marketing

UP

135,822

UP

406,586

UP

Pageviews

Organic Social

Organic Search

TOP 5 BLOGS OF 2023

1.4% 9.4% 6.9%

1. Top Things to Do in Stockton According to TripAdvisor 2. Top 8 Restaurants in Stockton, CA According to TripAdvisor 3. What to Expect at the Stockton Lantern Festival 4. The Best Road Trip: Enjoy Farms and Markets in Stockton, CA 5. 5 Popular Restaurants in Stockton, CA According to Yelp

Sources: Sprout Social and YouTube

VISIT CALIFORNIA TRAVEL STORIES

1,517,137

Source: GA4

WEEKLY NEWSLETTER

438,679 Emails Sent

0.10%

Unsubscribe Rate

52%

Open Rate

7.3%

Click Rate

Source: Mailchimp

ASM Global’s Stockton Lantern Festival Marketing Contract Visit Stockton, under contract with ASM Global, took charge of all marketing requirements for the City’s inaugural Stockton Lantern Festival. The Stockton Ballpark was transformed, themed as “Koda’s Journey to the Magic Forest,” hosting over 50 days of the immersive light experiences.

Media Coverage

Visit Stockton assumed creative leadership, handling logo creation, print advertisements, digital ads placement, commercials, and public relations for the event. The festivities commenced on November 25th and concluded on January 14th.

Lantern Festival Opens in Stockton Fox40 News

Stockton Lantern Festival Good Day Sacramento

Social Media Metrics

Source: Sprout Social Stockton Lantern Festival - Fantasy Comes to Life in Stockton KCRA3

210.6k

Engagements

887.8k

Video Views

6.1mil

Impressions

2.8k Saves

41.0k

First Ever Lantern Festival Takes Over Stockton Ballpark ABC10

Link Clicks 15 | Marketing

SPORTS & DEVELOPMENT Organizing sporting events at the amateur, collegiate, and professional tiers plays a crucial role in stimulating overnight stays within our regions. Visit Stockton collaborates with sports planners nationwide to deliver top-tier competition and entertainment, enriching our local community.

9

College Teams

2,550

38,858

$

Attendees

589,838

$

Local Tax Collections

Business Sales

2023 National Collegiate Women’s Water Polo Championship Visit Stockton and the University of the Pacific hosted 8 top-tier programs in May for the 2023 National Collegiate Women’s Water Polo Championship (including the championship event and student-athlete banquet held at the Stockton Golf & Country Club)

2,000+

OTB Pro Disc Golf Open 2023

Pacific Invitational Men’s Golf

17

60+

Visitors & Players

College Teams

185

Room Nights

Room Nights

144,974

$

Total Business Sales

Meetings Hosted In 2023, we demonstrated our dedication to revitalizing meetings in Stockton, successfully hosting a meeting for a religious group, laying the groundwork for ongoing excellence in event hosting within the vibrant city.

Equestrian Order of the Holy Sepulchre of Jerusalem

16 | Sports & Development

300+

Attendees

259

Room Nights

SPECIAL PROJECTS Our special projects manifest in diverse forms, ranging from public relations initiatives and market research to special promotions and more. We relish the chance to showcase our programs in unconventional, and often spontaneous, ways, seizing opportunities to highlight our endeavors beyond traditional approaches.

Visit California Destination Mixer Visit California collaborated with Visit Stockton and four rural partners to showcase our marketing prowess at a special one-day event. We highlighted Stockton’s uniqueness with partners like Stockton Soul and the San Joaquin Pride Center, receiving rave reviews. Expect to see Stockton featured in national and regional publications, thanks to Visit California and our team’s impactful collaboration.

Resident Sentiment Survey Once again, Visit Stockton joined forces with the University of the Pacific (UOP) to execute a Resident Sentiment survey. Despite being a visitors bureau, our organization is committed to community benefit, and this survey ensures we uphold that commitment to our stakeholders. Building upon the 2021 survey, the current survey will serve as a baseline for our 2023 findings. Data collection was completed in late summer 2023, and current students are analyzing, comparing, and will provide a comprehensive report on their findings.

The Marketing and Development teams dedicated significant effort to research and execute the redesign of our Meeting Planner Guide, a key collateral piece essential for attracting new event business to Stockton. This comprehensive guide showcases local hotels, meeting spaces, and sports facilities while utilizing compelling storytelling and relevant case studies. Designed to resonate with meeting and event planners nationwide, the guide serves as an inspirational tool, driving informed decision-making in choosing Stockton as their preferred destination.

17 | Special Projects

2024 SERVICE PLAN

2024 BUDGET OVERVIEW 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.

General Overview The current Stockton Tourism Business Improvement District (TBID) was established effective January 1, 2016 by the Stockton City Council and expires December 31, 2025. The current TBID assessment levies a 4% fee per hotel room, per night. The funds are used for the marketing and promotion of Stockton, targeted toward increasing overnight stays.

The assessment is applied to all lodging establishments within the city limits of Stockton; at this time there are no proposed changes to the boundary of the district.

Included in this Annual Service Plan are the strategies and objectives of Visit Stockton for the year ending December 31, 2024.

TBID Assessment $ 1,700,000.00

2024 Anticipated Revenue

1,899,670

$

Misc. Revenue (Events, Contracts, etc.) $ 178,200.00 Fund Balance from Previous Year $ 21,470.00

The 2024 Budget includes a carryover of $21,470 from 2023 and also reflects a 5% contingency fund allotment of $85,000 (5% of $1.70M) as per the TBID Management District Plan.

2024 GOALS AND OBJECTIVES

Objective 1:

Reclaim Hotel Leakage

Reclaiming hotel leakage is vital for our area’s economic growth. Targeting likely travelers and implementing Hotel Awareness campaigns are key strategies to boost visibility and attract visitors. Emphasizing a re-imagined Meeting & Incentives plan further solidifies our appeal, ensuring we retain hotel bookings and position ourselves as a competitive destination for various travelers.

18 | Service Plan

UPCOMING EVENTS Objective 2:

Share the Stockton Story

Tourism Breakfast - April 17

Our objectives include continuing the “This is Stockton” narrative through videos spotlighting small businesses, producing bi-monthly episodes for the successful podcast, creating engaging organic vertical video content for social media, and enhancing visual awareness through Google Stories in collaboration with Visit California. These efforts collectively emphasize our commitment to impactful storytelling and strategic visibility.

Stockton Flavor Fest - May 17 - 19

Objective 3:

Data-Driven Decision-Making

Our objectives center on leveraging data platforms for informed decision-making.

We aim to identify high-value visitors and regions, including Sacramento and the Bay Area, utilizing data tools for targeted advertising. Additionally, our focus extends to recognizing personas likely to convert from day-trippers to overnight stays during special events and promotions. These objectives highlight our commitment to precise, data-driven strategies.

Feast at the Fox - September 6

Sport City Golf Tourney - October 18

CONFIRMED HOSTED EVENTS IN 2024 Objective 4:

Event Growth

Our goals include widespread distribution of the Planner Guide, integrating the Development team into meetings and sports markets, prioritizing CRM mastery for effective communication, and enhancing internal events like Stockton Flavor Fest, Feast at the Fox, and Sports City Golf Tourney. These objectives underscore our commitment to staying current and optimizing outreach efforts in the dynamic events markets.

CIF Sac-Joaquin Wrestling Championships February 16 - 17 NCAA Division II Women’s Golf West Regional May 6 - 8 OTB Disc Golf Pro Tour May 17 - 19 19 | Service Plan

WHO WE ARE

Visit Stockton is the official destination marketing organization for Stockton, California and as such, is charged with the promotion and marketing of the City of Stockton as a leisure travel, sports, events, and meetings destination.

Founded in 1979 as a 501(c)6, non-profit corporation, Visit Stockton is dedicated to positively impacting the local economy through its programming and elevating civic pride while highlighting the Stockton community as a positive place to work, live, and visit. Visit Stockton is funded in partnership with local hotel properties through the Stockton Tourism Business Improvement District.

Mission Statement Visit Stockton is dedicated to enhancing the region’s Quality of Life by collaboratively leading the promotion of our richly diverse community and advocating for initiatives that will enhance the city’s Quality of Place.

Vision Statement 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

146 W Weber Ave, Stockton, CA 95202

20 | Service Plan