About Us

Experience San Diego Destination 2040 is the City of San Diego’s first destination master plan. This 20-year plan lays out ambitious but attainable strategies to reimagine San Diego as a compelling destination, increase visitor spending, and improve the quality of life for all San Diegans. Our Declaration for Success is to reach $1.3 billion in Transient Occupancy Tax (TOT) over the next five years (2018-2022) and $948 million per annum by 2040. The TOT is a tax on visitor hotel nights. It is these funds which produce a revenue stream that is used for infrastructure, street repair, parks, public safety, homeless services and the environment.

 

Experience San Diego Steering Committee




Patti Roscoe

Steering Committee Chair


Brian Hughes

San Diego Tourism Marketing District


Phil Blair

Manpower West


Jaymie Bradford

San Diego Regional Chamber of Commerce


Nikia Clarke

San Diego Regional Economic Development Corporation


Joyce Gattas

San Diego State University


Scott Hermes

Westin Hotels & San Diego Tourism Marketing District


Bella Heule

Port of San Diego


Elvin Lai

Ocean Park Inn & San Diego Tourism Marketing District


Kim Becker

San Diego International Airport


Jessica Lawrence

City of San Diego


Namara Mercer

San Diego Hotel-Motel Association


Omar Passons

Law Offices of Omar T. Passons


Clifford Rippetoe

San Diego Convention Center


Joe Terzi

San Diego Tourism Authority


Rita Vandergaw

Port of San Diego


Mari Katherine Urtasun

Downtown San Diego Partnership






Abnormal Beer Co, Experience San Diego
The City of San Diego, Experience San Diego
Manpower, Experience San Diego
Ocean Park Inn, Experience San Diego
Port of San Diego, Experience San Diego
San Diego Convention Center, Experience San Diego
San Diego International Airport, Experience San Diego
San Diego Hotel - Motel Association, Experience San Diego
San Diego Regional Chamber, Experience San Diego
SDREDC, Experience San Diego
SDSU, Experience San Diego
San Diego Convention & Visitors Bureau, Experience San Diego
SDTMD, Experience San Diego
Westin, Experience San Diego
Downtown San Diego Partnership, Experience San Diego

20-Year Destination Master Plan Whitepaper


20-Year Destination Master Plan Powerpoint



Reimagine

San Diego as a Compelling Destination

New leisure assets, expand meeting and convention tourism

Increase

Visitor Spending

Longer stays mean more visitor spending to benefit the local economy

Enhance

Quality of Life for All San Diegans

Partner with organizations throughout the San Diego community to enhance quality of life