In 2013, the City of San Diego renewed the San Diego Tourism Marketing District (TMD) for thirty-nine and a half years. The express intent of the TMD is to fund sales and marketing programs that deliver room nights to assessed lodging businesses (hotels, motels, vacation rentals, B&Bs) within the city limits. The minimum assessment per lodging room is 0.55% (for properties of 30 or more rooms) and the maximum assessment is 2.0% (for properties of 70 or more rooms).
The TMD District Management Plan includes Sub-Regional Targeting for activities to be implemented through a destination marketing organization. Sub-Regional Targeting creates supplemental sales and marketing programs to support areas outside the downtown core. The program supports District Lodging Businesses with thirty or more rooms.
The TMD management plan calls for a sub-regional Hotel Advisory Committee(s) to be established to work in conjunction with the San Diego Tourism Authority on program of work development. This committee(s) is to act in an advisory role and programs developed “must be consistent with the stated goals and objectives of the SDTA to the extent they comply with the requirements of the TMD management plan, and shall utilize proven marketing and media channels”.
The following sub-regions have been identified in the current TMD management plan:
1. Mission Bay
2. Mission Valley
3. La Jolla
4. Shelter Island/Point Loma/Airport
5. UTC / I-5 Corridor (adjacent to Del Mar)
6. I-15 Corridor
Sub-regions and iconic neighborhoods expand the depth of what San Diego has to offer potential customers and provides reasons for current customers to come back to San Diego to discover something new. Since 2010, the SDTA has worked with sub-regions such as San Diego North, San Diego East, Coronado Tourism Improvement District, Mission Bay, La Jolla, and Mission Valley to develop Unique Selling Propositions and marketing opportunities for each area under the San Diego brand umbrella. These programs have been built off the destination plan in order to create synergy, efficiency and to capitalize on untapped opportunities to grow new business.
Opportunities to be part of the sub-region marketing efforts are ongoing, including web and social media outlets. If you are interested in participating, please contact the marketing or social media department of the SDTA.