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Visitors bureau reports steady visitor demand, marketing activity; CVB seeks partnerships to extend stays
Summary
The Calaveras Visitors Bureau reported visitor counts, marketing campaigns and partnerships at the Jan. 28 meeting; staff highlighted digital outreach, 14,000 visitors greeted in 2024 and investments in events and travel‑writer outreach to boost TOT revenue.
Jessica Johnson, administrative manager for the Calaveras Visitors Bureau, presented an informational update on Jan. 28 describing the bureau’s operations, marketing channels and performance measures.
Johnson said the visitors bureau operates visitor centers in Angels Camp and Murphys and recorded roughly 14,000 walk‑in visitors in 2024; the bureau distributes a 50,000‑copy printed visitors guide and produces substantial social‑media and content work. She told the board the bureau’s allocation of TOT funds places roughly two‑thirds of net budget into marketing and emphasized event promotion, travel‑writer outreach and partnerships across nearby jurisdictions.
Kathy Gallino, Economic and Community Development director, thanked the bureau for expanded outreach and work to calendar Parks & Recreation events, and the board encouraged broader representation of west‑end events and festivals in marketing materials.
Why it matters: The CVB’s marketing effort directly supports the county’s tourism economy and transient occupancy tax (TOT) fund, which pays for some tourism‑related services and the Angels Camp Museum operating stipend.
What’s next: The bureau plans further campaigns, continuing education for staff at Visit California events, and coordination with lodging and event partners to encourage longer stays. No vote or new funding was requested at the Jan. 28 meeting.
