Visit McMinnville reports budget stabilizing, outlines marketing and digital priorities

Visit McMinnville's executive presented the organization's annual update and budget outlook, describing a return to fiscal stability and plans to modernize digital marketing. Dan Gibson, president and CEO of Visit McMinnville, explained the organization's primary funding source is transient lodging tax (hotel/motel lodging), a share of which is remitted to the city general fund; he said the tourism organization had taken steps to cut nonessential spending, end an outdoor-advertising contract and prioritize marketing that produces return on investment.

Gibson reviewed recent tourism performance, saying 2022 was a particularly strong year for local lodging revenue and that 2023-24 performance lagged somewhat in the post-pandemic travel environment. He outlined priorities for the coming year including improving website and data tracking to measure return on investment (RevPAR-focused strategies), expanding PR to target regional markets, and strengthening partnerships with local businesses and workforce-development entities.

Gibson said Visit McMinnville is pursuing better measurement tools to track whether marketing converts to stays and spending and to ensure accountability for public funds. He also described collaborative projects with local events and shared efforts with economic development partners and the Chamber of Commerce to attract group sales, meetings and culinary tourism tied to the area's food and wine assets.

Councilors thanked Visit McMinnville for a quick response on Cory Park inquiries and asked that the organization continue to coordinate with city staff on shared projects. Gibson said the organization will return with more detailed budget materials at the May budget presentation and requested continued community engagement and business partnerships.