Chamber and tourism contractor recommended for $150,000 lodging‑tax grant; LTAC seeks broader grant cycle

Casey Bray, representing Explore Auburn / Auburn Area tourism efforts, briefed the council Jan. 27 on 2024 marketing metrics and a recommended lodging-tax award for 2025.

Bray described website redesign metrics, event listings, social media reach and year‑round promotional placements at venues such as Emerald Downs and Pacific Raceways. She said promotional placements include a hotel-room insert with a QR code distributed by hotels at no cost to the property.

Council packet materials and staff said the Lodging Tax Advisory Committee (LTAC) unanimously recommended a $150,000 contract with the Auburn area tourism contractor (the Chamber) to continue marketing and tourism services. City staff reported 2024 lodging tax revenue of roughly $200,000, about $230,000 in lodging‑tax‑fund spending in 2024, and a reserve of about $480,000 going into 2025.

LTAC and staff told council they expect to return with additional grant recommendations in 2025 and to open or refine the public application process so more organizations may apply. City Attorney staff said the city is revising LTAC procedures to ensure compliance with state law and Auburn code and to establish an annual call for applications.

Why it matters: The lodging tax funds local marketing and events that aim to bring visitors — and hotel room nights — to Auburn. The recommended award would allocate a large portion of available annual lodging tax revenue to continued tourism promotion.

Council discussion focused on process and timing for a broader call for applications so other events or organizations can compete for lodging‑tax grants. Staff said they will publish the revised application and schedule LTAC reviews later this year; council did not take a final vote at the study session.