here - Coronado Tourism Improvement District

In calendar year 2012 the CTID marketingefforts contributed to over 409,000 roomnights at the four assessed hotels.–SAN DIEGO TOURISM AUTHORITY (SDTA)–In FY13 the partnership between the CTID and SDTA generated healthy debate when evaluatingstrategies and costs. The Board is confident in the ability and strategic effort of the SDTA in attractingovernight hotel guests.When compared to day-visitors from San Diego, overnight guests are highly coveted because theyspend more on lodging, meal, activities, gifts and transportation services. (The longer one stays, themore one spends.) Overnight guests have a greater impact on sales tax in Coronado plus they are thesole source of funding for Coronado transient occupancy tax (TOT).In FY14 the Board will meet with SDTA to review:• The effectiveness of FY13 campaigns to increase off-season hotel occupancy• New media options for marketing Coronado• Further penetration in existing markets• Launching campaigns in additional marketplacesC T I D A n n u a l R e p o r t F Y 1 3Throughout the year the Executive Director will work closely with SDTA to reiterate the Board’sexpectations, approve campaign artwork and verify delivery of services.The Board plans to match its FY13 investment, budgeting $328,000 for national marketing effortsin FY14. In June the Board will meet with SDTA to choose specific campaigns, media and tools.–LOCAL MARKETING–In FY13 the Board approved $75,000 to attract day-visitors from San Diego. This includedefforts to promote the Ferry, the Silver Strand and mass transit as alternative ways to reachCoronado.13