CDA’s strategic services and PR/social media outreach helped the iconic waterfront city of Sausalito grow year-over-year hotel and restaurant tax revenue by 65%, nearly double the 39% growth rate for the State of California.
How can a small destination boost TOT and sales tax revenue?
As 2021 came to a close, the City of Sausalito needed to jump-start recovery of its tourism efforts in response to lost TOT and sales tax revenue from COVID-19.
This needed to be done in a way that maximized the dollar value of each visitor while minimizing their impact on traffic congestion, parking, and city services.
The city, however, had no existing visitor marketing program or analytics, and no strategic roadmap to launch one.
Partnering with the City’s Economic Development Advisory Committee, CDA identified areas of opportunity to better engage the large regional audience of affluent Millennials and families with young children in the household, many of whom were unaware of what to do (and where to spend money) upon arriving – other than snapping selfies with the Golden Gate Bridge.
Additionally, the City’s many natural wellness & mental health attractions were extremely relevant to travelers after 2 years of the pandemic.
Finally, a renewed investment in events and arts attractions would create a pathway to new visitor awareness and increase mid-week and off-season revenue opportunities.
what we did
After performing a Gap Analysis and Opportunity Assessment, CDA implemented a program to reach, inspire, and engage the city’s target personas, focused on impulse-based wellness activities, day-trip drive radius PR & media, personalized itineraries, and extensive promotion of the city’s many fun & rejuvenating events.
- Gap Analysis and Opportunity Assessment
- 2 Year Inaugural Marketing Plan
- Events Booster Program
- Partnered with City Economic Development Advisory Committee (EDAC) to successfully launch inaugural “Holiday By The Bay” event series
- Paid media outreach (search, social, digital)
- Social media services
- PR services
+50%increase to hotel revenue, YOY from 2019 (pre-pandemic)
+46%social media reach
+29%social media followers
810Kannual earned traditional audience
+4.6Mannual earned digital audience