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San Diego Tourism 2 Largest Traded Economy

This document summarizes key facts about tourism in San Diego: 1) Tourism is San Diego's 2nd largest traded economy, generating $18.3 billion annually and employing 160,000 people. 2) A Tourism Marketing District (TMD) was created in 2008 through a hotel room fee, relieving city budget pressures and funding the San Diego Tourism Authority to market the city. 3) The TMD has helped tourism recover from economic downturns and generated over $2 billion in new room night revenue and $228 million in hotel tax for the city from 2008-2012.

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41 views

San Diego Tourism 2 Largest Traded Economy

This document summarizes key facts about tourism in San Diego: 1) Tourism is San Diego's 2nd largest traded economy, generating $18.3 billion annually and employing 160,000 people. 2) A Tourism Marketing District (TMD) was created in 2008 through a hotel room fee, relieving city budget pressures and funding the San Diego Tourism Authority to market the city. 3) The TMD has helped tourism recover from economic downturns and generated over $2 billion in new room night revenue and $228 million in hotel tax for the city from 2008-2012.

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SAN DIEGO TOURISM 2nd Largest Traded Economy

San Diegos Traded Economies


2
Tourism 13% 160,000 jobs

1
Research / Innovation / Technology 14% 172,700 jobs

3
Uniformed Military 11% 142,000 jobs

Local Services Economy 62% 772,600 jobs

Total Jobs = 1.25 million

San Diego Tourism 2012

San Diegos 2nd Largest Traded Economy


32.3 million visitors $18.3 billion economic impact $151 million in City TOT 160,000 San Diegans employed

Tourism is An Export Industry


Visitor spending is derived from sources outside the local economy and represents a NET increase to the local economic base. In the state of California, Tourism is the greatest contributor to GDP after manufacturing and is the #1 generator of tax revenues.

Tourism Generates Tax Revenues


$2.5 billion in City of San Diego Transient Occupancy Taxes (TOT) generated since 1964
$151 million generated in FY 2012

100% TOT funds go into the Citys General Fund and pays for City services including police, fire, parks and recreation $438 million in total tax revenues generated in 2011 including lodging taxes, sales taxes and property taxes Without Tourism Tax Revenues, each U.S. household would pay another $1,000 in taxes per year

Tourism Generates $18.3 Billion in Economic Benefit


Tourism has a large economic footprint encompassing transportation, lodging, restaurants, museums, parks, retailers and more. Travelers spending is amplified through a ripple effect: as workers spend their paychecks and as vendors receive contracts from travel businesses. For every $1 spent by a visitor to San Diego, $2.23 of economic activity is generated in the regional economy

70% of direct visitor spending is spent at businesses other than Lodging


$8.0 Billion in Direct Visitor Spending
Accommodations (Hotels, Vacation Rentals, Timeshares, Campgrounds) (30%) $2,375

($2.3 B)
Restaurants / Bars / Nighclubs Shopping (gift stores, malls, boutiques, art galleries, etc.) (20%) $1,621

($1.9 B)
(15%) $1,160

($1.1 B)
Attractions, Museums & Entertainment (10%) $825

($775 M)
Generated Airport Expenditures Exhibitor & Association Event Spending (Catering) (9%) $703

($659 M)

(6%) $515

($482 Transportation (Car Rental, Taxis, Buses) M) (5%) $396 ($371 M) Other
$0 (5%) $384 $500 $1,000 $1,500 $2,000 $2,500 Millions

Source: San Diego County Visitor Profile Study, CIC Research, Inc.

Tourism Creates 160,000 Jobs that Cant be Outsourced


Tourism is largely a service industry which has employment at its base Tourism represents 1 in every 8 jobs in San Diego County 53% of tourism employees earn a middle class salary or higher

Tourism supports educational opportunity one-third of those who work part-time while going to school work in travel industry jobs
Tourism leads to rewarding careers and a path to the American Dream

For every 1,000 visitors to San Diego, 3.75 jobs are required

Tourism Jobs: Perception vs. Reality


Many Jobs Do Not Require a College Degree, Yet Provide A Career Path, Part-time Flexibility, and Higher Earning Potential
San Diego Adult Population

66% of San Diegans Do Not Have College Degree But Need a Career Path

53% earn middle income wages


Restaurant workers Earn 2 or 3 times minimum wage

Effective Earnings Directly-tipped $28.75 per hour Indirectly-tipped $16.66 per hour

The Case for Destination Marketing

2012 Presidential Order to Boost Americas Tourism Industry

Boost Americas tourism industry so that we can keep growing our economy and creating new jobs.

The Case for Destination Marketing


Travel is the largest industry in the world and, as such, is the most competitive. As with any consumer product or service, destinations must be marketed in order to obtain awareness and consideration within the mindset of potential buyers. Destination marketing is essential to attracting visitors and protecting a tourism economy. Case studies show that even destinations with an abundance of natural attractions and a strong brand will quickly lose visitors and tax revenues without a vigorous travel promotion effort.

CASE STUDY: State of Colorado


In 1993, Colorado eliminated its tourism promotion budget, leaving it as the only state without in the U.S. without tourism funding. Within one year, Colorado slipped from 1st place to 17th place in the summer resort category. By 1997, Colorados overall share of the U.S. leisure travel market plummeted by 30%. Visitor spending fell dramatically, creating an immediate loss of total revenues of $1.4 billion, which increased to $2.4 billion annually by the late 1990s. State and local tax receipts dropped by $134 million between 1993 1997.

Marketing San Diego


32.3 million annual visitors of which 89% are Leisure Visitors (only 11% are Business - commercial travelers or meeting/convention attendees)
San Diego competes with major tourist destinations San Diego must advertise to attract travelers

San Diego Tourism Authority (formerly known as San Diego Convention & Visitors Bureau or ConVis) was founded in 1954 as a not-for-profit public benefit corporation whose mission is to drive visitor demand to economically benefit the San Diego Region.

Funding was derived mainly from City of San Diego General Fund (TOT) until 2008 when the TMD was created

2012 SDTA Results


37 Months of Consecutive Growth in the Visitor Industry recovery from the Great Recession

3.8 million room nights sold through SDTA sales and marketing (represents 25% of all room nights available in San Diego)
$3 billion in economic impact

$52 million in City TOT


Supporting 20,000 jobs

Public-Private Partnership

$2.5 Billion and Growing


$170 $160 $150 $140 $130 $120 $110 $100 $90 $80 $70 $60 $50 $40 $30 $20 $10 $0

Millions

Transient Occupancy Tax For City of San Diego Government

Over last 55 years, only $222 million or less than $1 in $10 allocated to tourism promotion

FY65 FY67 FY69 FY71 FY73 FY75 FY77 FY79 FY81 FY83 FY85 FY87 FY89 FY91 FY93 FY95 FY97 FY99 FY01 FY03 FY05 FY07 FY09 FY11 FY13 FY15 FY17

What is a Tourism Marketing District?

TMD is an Assessment, not a Tax

0.55 - 2% fee on lodging rooms in the City of San Diego

Founded in 2008 in response to the Citys dire financial situation and the lack of funding to promote tourism A public-private partnership to support San Diegos 2nd largest traded economy and protect 160,000 jobs With the formation of the TMD in 2008, the district relieved the City from funding tourism promotion thus saving the City over $10.5 million annually

5-Year Recap Initial TMD Results


Created accountability through standards, measurement, audits and transparency ROI measured in TMD Hotel Room Nights Relieved pressure on City General Fund ($10.4 million in FY2009) Stabilized TOT against economic downturn Held our own or out-pacing other cities to attract tourist spending

Is It Working?

SD Hotel Industry Oversight and Direction in Partnership with the City of San Diego TMD & City Double Filter of Checks and Balances Funding = Aggressive Application, Vetting and Audits ROI (est.) :

2008 - 2012: Over $112 million TMD funds deployed

Directly supported production of over 15 million SD room nights Generating approximately $2.18 Billion in SD room night revenue Produced approximately $228 million in TOT for the City

9 in 10 San Diegans Agree Tourism is Good for San Diego

Tourism is a major source of jobs in our region (87%)


Tourism provides tax government (87%) There is civic (87%)

revenue essential to local

pride in living in a top travel destination

All infrastructure (95%)

San Diegans benefit from the tourism

Source: Competitive Edge Research & Communications, Inc., Public Perception Research Study, March 2012

San Diego Tourism 2012

San Diegos 2nd Largest Traded Economy


32.3 million visitors $18.3 billion economic impact $151 million in City TOT 160,000 San Diegans employed

THANK YOU

APPENDIX

CASE STUDY: State of California


Until the early 1990s, Californias tourism industry was in disarray and the state was losing market share. With a state-funded tourism marketing budget of $7.2 million in 1992, California lacked the ability to compete with destinations that had much larger tourism marketing budgets (i.e., Florida, Hawaii, New York).
In 1997, SB256 was signed into law. This created a public-private partnership to market California with $14 million annually initially and then $50 million annually starting in 2006 with the passage of the Rental Car Assessment AB 2592. With the growth in marketing funding, California has increased its market share to 11.1% making it the top destination in the U.S. and generating $95.1 billion in visitor spending annually.

SDTA Marketing Program


$29 million annual budget 80% from the TMD $12.6 million spent in advertising media Direct sales to meeting planners, travel agents, tour operators domestically and internationally

International representation in United Kingdom, Japan, South Korea, Germany and Mexico
4-person public relations team generates over $15 million in unpaid editorial coverage on San Diego as a destination in domestic and international media Sandiego.org along with San Diego Travel Blog, Facebook, Twitter, YouTube and Pinterest engage nearly 7 million users annually

COMPETITIVE THREATS
Los Angeles
New TMD started in 2012 Launched new spring advertising campaign Has gained on San Diegos market share

Anaheim
$1.5 billion infrastructure investment by Disneyland Cars Land Grew visitors to 43.7 million and spending to $8.6 billion last year Has gained on San Diegos market share

San Francisco
International icon TMD funds international promotion

Las Vegas
$90 million advertising media budget Top ranked destination for visitor volume and spending

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