The vast majority of visitors to San Diego (nearly 90%) come for leisure purposes, however, the average length of stay is shorter than other neighboring Southern California cities. San Diego must provide a robust leisure product that includes attractions, theme parks, resorts, night life, large-scale events and cultural richness. Such dynamic elements must be prioritized in order to increase global awareness of San Diego and keep its offerings fresh and competitive.
YEAR 2 ACTIVATED GOAL: Invested $5 million in incremental funding to support marketing initiatives that promote San Diego’s year-round calendar of seasonal events and holiday activities as well as focus on the family, active lifestyle and Mexico niche markets
Year 1 Accomplishment
CONDUCTED IN-MARKET FOCUS GROUPS AND ADOPTED NEW MARKETING STRATEGIES TO ENTICE MORE LEISURE VISITORS FROM LOS ANGELES