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July 2012 home page

A BID Bet
Sherryl L. Parks | Kalamath Drive

 

City Council approved the annual report and proposed budget for 2012 from the recently organized Del Mar Tourism Business Improvement District (DMTBID). This group of six Del Mar hoteliers has organized into a non-profit called Visit Del Mar. Their main goal is to bring overnight visitors here thus helping us boost Tourist Occupancy Tax (TOT).

Chair Mike Slosser, L’Auberge Del Mar, highlighted the progress of group. They have established non-profit status, begun the hiring process for both a website designer and a marketing firm, and initiated suggestions for downtown projects/streetscape that will upgrade the look of the town. A professional photographer will be hired for the website to make sure each hotel is given an attractive appeal for website visitors. It is anticipated that this new booking tool will make it easy for Visit Del Mar to track where visitors are coming from using their zip codes. The ability to track visitors will enable the marketing group to attract likely audiences back to Del Mar for future events.

Visit Del Mar will be also be investigating potential special events that will attract visitors and market these events in trade magazines and other online advertising venues.

Actual Budget for 2011- $152,068

Service Budget Amount
Tourism Promotion/ Special Events
74% $112,530
Commercial Zone Improvements
10% $15,207
DMVA Downtown Program 10% $15,207
City Fee 1% $1,521
Administration 5% $7, 603

In 2012 the proposed budget will increase by approximately $10,000 from hotel room taxes up to $161,344.

The challenge these hoteliers will face, once their website is taking reservations, is the ability to show that the revenues derived from these bookings resulted from the promotional efforts of the Visit Del Mar outreach as opposed to other factors such as an improved economy.


 

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