Santa Rosa tourism board approves 2024 annual report, forwards 2025–28 work plan to City Council

The Santa Rosa Tourism Business Improvement Area Board voted unanimously to approve the 2024 annual report and the 2025–2028 work plan and recommended that the Santa Rosa City Council adopt the document.

Board Chair Rivera presided over the meeting and the board moved to forward the packet to City Council; the chair announced the report will be presented to council on Nov. 4. Staff told the board that most edits since the last review were clerical and formatting updates made in collaboration with the Santa Rosa Metro Chamber.

The report includes campaign recaps — including the “cheers to being here” campaign — and demographic reach data for advertising. Chamber representative Amanda said the report now includes pre‑COVID baseline lodging metrics by adding 2019 data so comparisons of ADR (average daily rate) and occupancy better reflect recovery. Chamber representative Janelle described the document as “a very comprehensive report with lots of data.”

Staff said the version before the board is the final draft apart from a remaining draft watermark that will be removed before it goes to council. The board’s approval unlocks staff authority to begin work on initiatives listed in the adopted work plan, including deeper collaboration with regional tourism partners and development of a tourism strategic plan.

The board approved the motion without recorded roll‑call attribution in the transcript; the meeting record states the motion passed unanimously. The board and staff thanked the chamber for extensive collaboration on the document.

The board’s action is procedural: it forwards the report with a recommendation. Final adoption and any budgetary changes will be decided by the Santa Rosa City Council when it considers the item on Nov. 4.