Tourism Board highlights strategies to boost Arroyo Grande overnight stays

The Arroyo Grande City Council meeting on March 25, 2025, highlighted significant advancements in the city’s tourism strategy, focusing on increasing overnight stays and attracting visitors from outside the community. The presentation emphasized the importance of results over processes, showcasing new data metrics that aim to optimize marketing campaigns and drive visitation.

City officials reported a strategic shift towards investing more in paid media channels rather than owned channels like social media and newsletters. This change is designed to maximize outreach to potential visitors, particularly from growth markets such as the San Francisco Bay Area and Southern California. The goal is to enhance the city’s visibility and encourage more tourists to stay overnight, which is crucial for local businesses and the economy.

Key metrics presented included occupancy rates and transient occupancy tax (TOT) revenue, which are trending positively. The data revealed that recent marketing efforts generated over 1.4 million impressions, leading to 530 total visits from individuals who engaged with the advertising. Notably, the cost per unique visitor has decreased significantly, indicating a positive return on investment for the city’s tourism initiatives.

The council also discussed the introduction of location visitation reporting, which allows for a better understanding of how marketing efforts translate into actual visits to Arroyo Grande. This data-driven approach aims to refine future marketing strategies and ensure that funds are allocated effectively to the most impactful channels.

In addition to digital marketing, the city is exploring traditional advertising methods, such as billboards, to further enhance awareness among travelers. A test campaign is planned to evaluate the effectiveness of these billboards in driving traffic to the city.

Overall, the meeting underscored Arroyo Grande's commitment to boosting tourism through strategic marketing and data analysis, with the ultimate aim of benefiting local businesses and enhancing the community's economic vitality. As the city continues to refine its approach, residents can expect ongoing updates on the progress and impact of these initiatives.