Visit Ukiah presents tourism growth strategy and Lake Mendocino destination plan to council

The Greater Ukiah Business & Tourism Alliance (Visit Ukiah) briefed the council on Sept. 3 about marketing metrics, partnership activities and an early site plan for a Lake Mendocino destination project.

Katrina Kessen, executive director of the Greater Ukiah Business & Tourism Alliance, told the council that Visit Ukiah is leaning on digital marketing and partnerships to grow visitor interest and capture TOT revenue to reinvest in local services. "Travel spending in 2024 reached $157,300,000,000 statewide," Kessen said, citing Visit California figures, and she noted that Ukiah’s transient occupancy tax has doubled since 2009 and now generates "over $1,000,000 annually for the general fund." Kessen said Visit Ukiah's digital campaigns produced more than "9,000,000 plus total campaign impressions" across channels.

Kessen described Visit Ukiah’s work with Visit California, outreach at trade shows and traditional advertising. She said the organization runs the California Welcome Center in Ukiah and averages "approximately 4,000 visitors a month" at the center. She also described a new fragrance product line developed to broaden marketing channels and a mini wine shop at the welcome center to showcase Mendocino County wines.

On Lake Mendocino, Kessen said the alliance has a signed partnership agreement with the U.S. Army Corps of Engineers. She described installed signage and an "activation of events" including a Festival of Light, and she said the alliance has created a conceptual site plan for a nine‑acre Lake Mendocino Destination Park on the south shore. "We anticipate breaking ground for phase 1 of construction late fall or early winter this year," Kessen told the council, and she said the Army Corps will fund the first phase and some signage work while Visit Ukiah will carry marketing responsibilities and seek grants and fundraising for later phases.

Council members asked about funding and the partnership. Kessen said the first construction phase is funded by the Army Corps and that future phases will rely on grants and local fundraising.

Why it matters: Tourism revenue supports city services through TOT transfers and can drive economic development in downtown and outdoor destinations. The council did not take formal action on the presentation; Kessen said Visit Ukiah will continue marketing and fundraising work and refine plans for Lake Mendocino.

The presentation also noted a new partnership with a PR firm (Gate 7) and continued collaboration with Mendocino wine growers on joint marketing initiatives. Kessen urged the council and community to view tourism as a tool for economic development and downtown revitalization.