Santa Rosa tourism board reviews 2024 annual report and a more detailed 2025 work plan; several program updates outlined

The Santa Rosa Tourism Business Improvement Area advisory board reviewed a final draft of the 2023–24 annual report and a more detailed work plan for 2025 during its meeting, and staff said the plan will return to the board after review by the city manager and city attorney before a recommendation to City Council.

Board members and staff focused on adding clearer performance metrics, clarifying the board’s procedural duties and committee roles, and using transient occupancy tax (TOT) and SRTBIA funds strategically to drive “heads and beds” (overnight stays). Staff and Visit Santa Rosa representatives also reported several program updates, including a September–October art walk of 10 sculptures, an August 1 application opening for SRTBIA event funding, a weekly Sunday farmers market, and a planned September study session on downtown pedestrianization for City Council.

Why it matters: board members said the revised work plan is more “meaty” than prior one‑page documents and called for specific marketing targets, measurable KPIs, and clearer links between events the board funds and hotel room nights. Staff said the tourism strategic plan — a separate, larger effort — will supply multi‑year goals and KPIs and guide any future contract revisions between the city and Visit Santa Rosa.

Key details

• Work plan and review process: City staff said the draft before the board incorporates earlier feedback and will go next to the city manager’s office and the city attorney before returning for the board’s final recommendation to City Council. The plan covers alignment with the…