Agenda Item Wording:
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Visalia Tourism Marketing District Annual Report – Receive the 2025 Annual Report.
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Agenda Date: 10/19/2026
Prepared by:
John Lollis, Assistant City Manager, (559)713-4323, John.Lollis@visalia.gov
Department Recommendation:
Staff recommends that the City Council receive the Annual Report for the Visalia Tourism Marketing District, providing comment as appropriate.
Summary:
The Visalia Tourism Marketing District has filed its 2025 Annual Report pursuant to the Property and Business Improvement District Law of 1994, Streets and Highways Code section 36600 et seq.
Background Discussion:
Developed by the Visalia Tourism Marketing District Corporation (VTMDC) and local hoteliers, the Visalia Tourism Marketing District (VTMD) was initially formed in 2018 for a five (5) year term and was renewed for a ten (10) year term in 2022, effective January 1, 2023 through December 31, 2032. The VTMD is an assessment district formed to provide specific benefits directly to payors by increasing awareness and demand for room night sales. Marketing and sales promotions and destination development programs increase demand for overnight tourism and market payors as tourist, meeting and event destinations, thereby increasing demand for room night sales. The VTMDC serves as the VTMD’s Owner’s Association, charged with managing funds and implementing programs in accordance with the adopted Management District Plan, and must provide annual reports to the City Council.
The VTMD includes all lodging businesses with twenty (20) sleeping rooms or more located within the designated boundaries of the City of Visalia, which currently includes fifteen (15) lodging businesses and 1,388 sleeping rooms. The annual assessment rate is two percent (2%) of gross short-term room rental revenue. Based on the benefit received, assessments are not collected on stays of more than thirty (30) consecutive days or stays by employees or representatives of a State o...
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