CVB looks towards new year

JANUARY 2009 - Times are tough everywhere, and as we kick off the new year we are thankful for the successes and accomplishments we have seen in 2008. As mentioned here before, hotel business in Stockton has been stronger than the California average so far this year. We are fortunate to have an ideal location, affordable rates and great hotel management, all of which play a part in that success.

As we look to 2009, we are getting a lot of mixed signals about what lies ahead. It seems the leisure travel market will remain flat or see a less than 1 percent decline, which is great for our leisure and group tour markets. On the corporate side, it may not be as rosy as we may see some loss. Experts say business travel, corporate meetings and conferences may see up to a 2-3 percent decline. Many businesses are finding it hard to justify these expenses while laying folks off.

We are very fortunate however, and our 2009 may still be okay. After 18 months of full funding via the Tourism Business Improvement District, the CVB has developed stronger relationships, more targeted marketing strategies, and increased visibility. The tourism business is about building relationships and selling your brand identity.

We are getting there. Meeting planners at all levels are very used to working directly with hotel properties in Stockton; but we are seeing some shift in them coming to the CVB first. Also, Stockton could not be luckier to have new and newly remodeled hotels in its inventory. The Lexington Plaza has brought in a lot of new business to Stockton and is just getting started. The Hilton, newly remodeled and amazing, has always been a very popular meeting and conference destination. Many other local properties have upgraded and remodeled in the last year – Comfort Inn, Red Roof Inn, Hampton Inn & Suites, the Marriott properties, the Clarion and others. All of these improvements will pay off in attracting visitors and groups. We can be competitive.

Meetings and conferences with associations and clubs, and religious groups should remain stable, and Stockton has always been strong in this arena. These types of events are not as affected by the economy. Stockton actually gains some advantage in these markets due to our affordable region and location.

The branding efforts, with a new set of goals, and a new look and feel for our marketing activities should see forward momentum in 2009. You will see new banners, ads, guides, websites and much more. We are working diligently with our partners at the Downtown Stockton Alliance and exploring new opportunities for events and looking at how we expand and further promote existing events. We look forward to bringing the region more opportunities to “Celebrate” and enjoy all that Stockton has to offer.

The new Marina will come online this spring and summer; bringing back boaters from throughout Northern California to Downtown for the first time in many years. This is an extremely exciting opportunity and just the start of bringing life back to our downtown waterfront from the water. We anticipate the return of Delta River Cruise’s and continued growth and opportunity on the waterfront.

The CVB is thankful for all of our partner hotels, restaurants, venues and attractions. We have an amazing city and region to promote. We are an emerging destination, vibrant, fun and up to any challenge. We look forward to new opportunities and avenues to promote the Stockton brand to the world in 2009 and beyond. We are optimistic about our economy and our potential for growth –and we believe in our product.

Have a great 2009! May all of your business activities be prosperous. Stay active in your Chamber and your community. Share with the world all that Stockton has to offer, and let us see many more “heads in beds.”

Look for our new website and visitors guide this month at www.visitstockton.org and if you would like to partner with the CVB on any project, please give me a call at 337-2721 or email wes@visitstockton.org.