__MAIN_TEXT__

Page 1

2019 ANNUAL REPORT


A LETTER FROM OUR CEO Partners, Stakeholders, and Community Members,

We are pleased to say that 2019 was another successful year for travel and tourism in Stockton. Our city witnessed continued growth in the demand for hotel overnight stays which increased Stockton’s overall occupancy rate to over 72% with an average daily rate of over $91 (a new record). This growth allows our hotel community to invest in their properties to enhance and improve the guest experience. We were equally excited to see the launch of our new air service in Stockton with the addition of twice daily flights between LAX and SCK. Serviced by United Airlines, this transportation option for travelers began in August. Visit Stockton has made this new service a priority in our marketing efforts and will continue to work directly with the airport to find new strategies to ensure its success. As the first new airline in Stockton in over a decade, we wholeheartedly believe these flights are essential for future economic and visitor growth. When out in the community, I am consistently amazed and humbled by the recognition Visit Stockton receives for its efforts to move this city forward. I am extremely proud of, and grateful for, the work our team accomplished this past year on behalf of our community. We have a strong belief that these efforts result in an improved quality of life for our residents. As we move forward, we will continue to be bold, take risks, and stay ahead of the curve in our efforts to promote our city. The hard work of our dedicated team, one of the best teams in tourism, did not go unrecognized last year. Visit Stockton was proud to receive the top prize, the Golden Bear, at the California State Fair for our work on the San Joaquin County exhibit. Additional top accomplishments for the Visit Stockton team in 2019: • The Amgen Tour of California, the second largest cycling event in the world, returned to Stockton for the second year in a row. The Stockton community stepped up by attending the lifestyle festival and by volunteering on the route. • The 2nd annual Feast at the Fox farm to table dinner, produced in partnership with the City of Stockton, was expanded, sold out (again), and raised $20,000 for the San Joaquin Delta College Culinary Arts Program. • Stockton Brew Fest found a new home at the Waterloo Gun & Bocce Club which allowed Visit Stockton to break all previous attendance records and provide funds to our Stockton Sports Foundation. As always, our success in 2019 would not have been possible without the support and partnership of our hotel partners, our local businesses and nonprofits, our Stockton Tourism Ambassadors, and residents. We know 2020 will continue to bring more opportunities for Stockton, and it is our team’s pleasure to promote the city of Stockton for everyone.

Regards,

MEET THE TEAM Wes Rhea, CTA CDME, Chief Executive Officer

Robyn F. Cheshire, CTA Director of Marketing & Communications

Christa Griffith, CTA Office Manager & CTA Program Coordinator

Anthony Esteves, CTA Social Media Content Manager

Tim Pasisz, CTA CMP, CSEE Director of Sports & Tourism Development

Kalena Fields, CTA Graphic Designer

Courtney Phelps, CTA Events Administrative Coordinator

Rebecca Scharmann, CTA Events & Community Engagement Manager

BOARD OF DIRECTORS George Kaplanis, CTA President Hilton Stockton

Rhona Miles, CTA University Plaza Waterfront Hotel

Wes Yourth, CTA Vice President University of the Pacific

Isadora Harness, CTA Marriott Properties Jai Patel Red Roof Inn

Susan Obert, CTA Treasurer, Haggin Museum John Cammack Immediate Past President, Attorney

Christina Fugazi Council Appointee Councilmember, District 5, City of Stockton

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 To promote Stockton by increasing the awareness and enhancing the image of our diverse cultural, historical, and recreational assets.

OUR VISION Stockton is recognized as the premier travel destination to explore the unique experiences of our city, San Joaquin County, and Northern California.

OUR ORGANIZATIONAL VALUES

Accountability • Have Fun • Excellent Service

Giving Back • Learn and Improve

Wes Rhea, CEO


TOURISM & IT’S IMPACT

Visit Stockton celebrated 40 years of promoting travel

and tourism for the city on June 27, 2019. In celebration of

Build a place where BUSINESS has to be, and you’ll build a place where people want to VISIT.

that achievement, Visit Stockton shared results from Build a a report by Dean Runyan and Associates, a research place firm specializing in the travel and tourism sector. where people According to the report, Stockton experienced want to VISIT, and record direct visitor spending in 2018. During you’ll build a that year, visitors to Stockton, roughly one-third place where of which were day travelers, spent over $338 people want million. A breakdown of that significant number to LIVE. included $99 million spent on dining, $59 million on retail and $44 million on arts, entertainment, and recreation. The direct visitor spending in 2018 also contributed nearly $6.3 million to the general fund through local taxes. Wes Rhea, CEO of Visit Stockton since 2005, stated, “These Build a numbers represent real dollars coming into our place where community. The funds help improve the quality of people want life for our residents by supporting local businesses, to LIVE, and you’ll build a place putting people to work, and generating tax revenue.” where people want to WORK.

rts a t s with a It all

Build a place where people want to WORK, and

you’ll build a place where BUSINESS has to be.

2019 AVERAGE HOTEL OCCUPANCY

LODGING BY THE NUMBERS

72.4% YTD DEC . 2019

2019 TOTAL REVENUE

1 , 957 OF THE 2 , 704 4.7%

STOCKTON HOTEL ROOMS WERE SOLD EACH NIGHT IN 2019.

UP FROM 2018

2019 DEMAND (ROOM NIGHTS) 2019 2018 2017 2016

715k 684k 670k 656k

2019 AVERAGE DAILY RATE YTD REVENUE GENERATED FROM OVERNIGHTS VISITS IN 2019 WAS

$65,200,700

2018 REVENUE: $61,522,644 | 2017 REVENUE: $57,524,242 | 2016 REVENUE: $52,355,112

ANNUAL TOURISM BREAKFAST

2019 2018 2017 2016

91.2 89.9 85.8 79.7

On April 30, Visit Stockton updated the community on

Kelly Howard of SMG as CTA of the Year. These individuals

their 5-year pins and certificates. Also honored were the

mission and assist in making Stockton a better place to

the state of tourism in the city and honored 21 CTAs with Delta Windjammers Disc Golf Club as Sports Partner of

the Year, 105.9 The Bull as Tourism Partner of the Year, and

and organizations show their support of the Visit Stockton live, work, and visit.


SCK TO LAX

On August 16, the Stockton Metropolitan

Airport (SCK) celebrated the launch of twice

daily flights between SCK and LAX. Visit Stockton

understands the impact these flights have on the

quality of life in our community and their potential to

bring more opportunities to the region. As such, Visit Stockton committed resources to promoting the service in 2019 and will continue to invest in the endeavor in 2020.

74,791

TOTAL INVESTMENT

$42,000

WEBSITE VISITS

A

ROOM NIGHTS GENERATED/ESTIMATED ECONOMIC IMPACT

Me

n’s Water P

Economic impact calculation can include the following: facility costs (rental), facility staffing/specialized services (production), food and

beverage revenue at the facility, parking revenue at the facility, hotel rooms,

o

AMG

u EN To

ro

f

In 2019 Visit Stockton Reviewed 113 Potential RFPs, Submitted 84 Bids, and Attended 10+

ticket sales, and ancillary events at the facility or within the city. All events

41

ol

Ca

pion

am

A

C

NC

SPORTS & EVENTS

Conferences and Tradeshows to promote Stockton.

also utilized a regional average of expenditures for persons coming

IN 2019 A TOTAL OF SPONSORED EVENTS WERE HOSTED LEADING TO A TOTAL ECONOMIC IMPACT OF

lifo

ship

ON SOCIAL, DISPLAY, NATIVE AND PRINT PROMOTIONS.

rnia

OVER

6 MILLION IMPRESSIONS

to a specific sporting event. This average calculates spending within

the city, which is not necessarily tied to an aforementioned category (restaurants, fuel for vehicles, entertainment, etc.).

$3.28 MILLION

MOST IMPACTFUL HOSTED EVENTS OF 2019

TOTAL ROOM NIGHTS:

3,382

(IN ORDER OF ROOM NIGHTS GENERATED)

West Coast Conference Baseball Championships 496 Room Nights, $319,087 Economic Impact

STOCKTON HOSTED THE

CALIFORNIA HISPANIC CHAMBER OF COMMERCE CONVENTION IN JULY, 2019.

2,000 DELEGATES ATTENDED REPORTED ECONOMIC IMPACT:

$1,479,470

CCAA Baseball Championships

418 Room Nights, $234,363 Economic Impact

NCAA Men’s Water Polo National Championship 374 Room Nights, $492,813 Economic Impact

California Hispanic Chambers of Commerce Convention 362 Room Nights, $1,479,470 Economic Impact

FEAST AT THE FOX

USA Water Polo Golden State Invitational Water Polo Tournament 281 Room Nights, $287,743 Economic Impact

Amgen Tour of California

251 Room Nights, $507,843 Economic Impact

The 2nd annual Feast at the Fox fundraiser was held on

in partnership with the City of Stockton, with assistance

previous year) for the San Joaquin Delta College Culinary

are earmarked for scholarships that assist students who

May 10 and raised nearly $20,000 (more than double the Arts Program. 224 guests dined on a five-course, locally-sourced meal under the neon glow of the Bob Hope

(Fox) Theatre. This annual event is hosted by Visit Stockton,

from the culinary arts program and local chefs. The funds are chosen to travel to Parma, Italy (one of Stockton’s sister cities) to study at the Marco Polo Institute for Mediterranean Culture and Tourism.


DIGITAL/PRINT MARKETING 40,000

STOCKTON AMBASSADOR PROGRAM The Stockton Ambassador Program is a multifaceted

copies of the 2019 Visit

program that serves to increase tourism by inspiring

Stockton Guide to Flavor & Fun were

front-line employees and community members to

distributed throughout the state and

turn every visitor encounter into a positive experience

mailed around the world by request.

55,000

by highlighting the quality of life in our city.

AS OF 12/31/19 WE HAVE CERTIFIED

San Joaquin

700 STOCKTON CTAS!

County Farm Guides were distributed

up and down the Highway 99 corridor,

throughout the San Francisco Bay

Area, and beyond.

IN 2019...

OUR DISPLAY AND NATIVE ADVERTISING GENERATED A TOTAL OF

95 CTAS WERE CERTIFIED

22,887,483 IMPRESSIONS

76% CTA RENEWAL RATE IN 2019 EXCEEDING OUR GOAL OF 65%

Positive visitor experiences generate more visits and spending, which equals a positive economic impact on our community.

FOR MORE INFORMATION ON THIS PROGRAM:

SOCIAL MEDIA

113K TOTAL

16.6M TOTAL

FOLLOWERS

StocktonAmbassadors.com | CTANetwork.com

Please send referrals and questions to Christa Griffith: 877.778.6258 or christa@visitstockton.org

591K TOTAL

IMPRESSIONS

ENGAGEMENT

PAID SOCIAL 11,329,615 IMPRESSIONS MEDIA PROMOTIONS: 1,018,111 ENGAGEMENT

WEBSITE RE-LAUNCH (JUNE 21) VisitStockton.org re-launched in the

summer with a new design. Upgrades

VISITSTOCKTON.ORG 2019 SNAPSHOT TOP 10 PAGES OF 2019 1. Home 2. Events 3. Blog: Fly Out of the Stockton Airport 4. San Joaquin Asparagus Festival 5. Stockton Restaurant Week 6. Blog: Best of the Best - Haggin Museum

UP

23% 27%

PAGEVIEWS UP

16%

1.09M VISITS

784.8K USERS

7. Things to Do 8. Blog: Things to Do According to Tripadvisor 9. Blog: Kid Friendly Places in Stockton 10. Free Things to Do

UP

1.62M

STOCKTON BREW FEST

included easier navigation, streamlined

event page templates, and the introduction of an itinerary builder via VisitWidget.

OUR MARKETING EFFORTS GENERATED A TOTAL OF

50,853,504

DIGITAL IMPRESSIONS IN 2019.

In 2019 the intention was to expand the 4th annual Stockton

previous years) ate delicious food, played games, and tasted

location outdoors at the Waterloo Gun & Bocce Club. On

successful year of the event, by far. Proceeds from the event

Brew Fest into a beer, music, and food festival with a new

August 10, the response to this change was overwhelmingly

positive. Nearly 1,100 guests in attendance (more than double

brews from over 30 California breweries, making it the most

supported the newly established Stockton Sports Foundation.


2019 HIGHLIGHTS GOOGLE WORKSHOP (OCTOBER 22 AND NOVEMBER 7) Visit Stockton hosted a free two-part educational series for local businesses and nonprofits that included a webinar (October 22) and in-person workshop (November 7) focused on Google’s search and travel products.

STOCKTON BEER WEEK (AUGUST 9-18) STOCKTON RESTAURANT WEEK (JANUARY 18-27) 38 restaurants joined Visit Stockton to celebrate the 10th anniversary of Stockton’s favorite foodie extravaganza. Deals, discounts, and special menus drove traffic to participating restaurants throughout the 10-day promotion. The event was once again held in partnership with Visit California as part of California Restaurant Month.

PHOTO SHOOT (MAY 29-31) A 3.5 day photo and video shoot captured assets at 19 locations across the city with the help of over 100 volunteer models.

26 locations across the city participated in the 8th annual celebration of craft brews, featuring creative special events and delicious beer tastings.

JAPANESE MEDIA TOUR (NOVEMBER 5) Visit Stockton hosted Japanese media, in collaboration with In Season Market and Nursery, as part of a Visit California media tour.

STOCKTON ARTS WEEK (OCTOBER 11-20) CALIFORNIA STATE FAIR (JULY 12-28) STOCKTON SONG CONTEST (FEBRUARY 1 - MAY 15) Darien Fields won the 2019 Stockton Song Contest with his original song, “Made Me.” The song was recorded at The Press Recording Studio and a music video was produced. Watch it at: visitstockton.us/MadeMe

With support from the San Joaquin County Ag Commission, Visit Stockton created the San Joaquin County exhibit at the California State Fair in Sacramento. The exhibit took home a 1st place ribbon in professional build, the best social media award, and the designation of Best of Show.

Over 65 events from various artists and organizations marked the 4th annual celebration of arts, culture, and collaboration in Stockton.

COLLIDE ARTS FESTIVAL (OCTOBER 19) Funded in part by a grant from the California Arts Council, the Collide Festival was a free community event hosted by the City of Stockton, supported by Visit Stockton, the Stockton Arts Commission, and a committee of local artists/arts organizations. It served as a finale to Stockton Arts Week and featured art in its many forms.

NCAA DI MEN’S WATER POLO CHAMPIONSHIP (DECEMBER 7-8) Fueled by an exciting opening round game on December 5, sold-out crowds were given even more high-energy play throughout the weekend. Stockton’s own University of the Pacific came away with 2nd place.

FOR A LIST OF ALL OF OUR PARTNERS, SPONSORSHIPS, AND MEMBERSHIPS PLEASE VISIT: VISITSTOCKTON.US/PARTNERSHIPS

Profile for Visit Stockton

Visit Stockton Annual Report 2019  

Annual report of activities of Visit Stockton. Visit Stockton is a non-profit organization tasked to market and promote Stockton, California...

Visit Stockton Annual Report 2019  

Annual report of activities of Visit Stockton. Visit Stockton is a non-profit organization tasked to market and promote Stockton, California...