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Visit Gilroy tells council new website, mural and ale trails aim to boost tourism
Summary
Visit Gilroy presented its 2025 annual report to the council, highlighting a new website and branding, a mural trail, an ale trail, voucher programs to support hotels and parking mitigation during downtown construction, and outreach at regional trade shows.
Visit Gilroy, the city's tourism bureau, presented its 2025 annual report at the June 16 council meeting, outlining marketing work intended to raise overnight stays, support downtown businesses and expand cultural tourism.
Frank Johnson, representing Visit Gilroy, said the organization operates the California Welcome Center at Gilroy and has one full-time manager and four part-time staff. Among initiatives highlighted were: a new website and refreshed branding that keep the garlic icon while providing a more assertive logo; a mural trail with mapped pin drops and photos for visitors; an ale trail to complement existing brewery and taproom clusters; and continuation of the Taco Trail.
Johnson described two voucher pilots launched this year to address specific goals: a hotel voucher program that offered guests a cup of coffee if they skipped room cleaning (an effort framed as a water-saving and downtown-visitor incentive), and a $10 voucher program intended to help alleviate parking strain while Gourmet Alley construction was underway (the program generated 177 vouchers and roughly 1,500 rides). Visit Gilroy also reported increased sales at the welcome center despite lower walk-in numbers, which staff attributed to improved merchandising and inventory choices.
Outreach included cooperative advertising with the Gilroy Chamber and the City of Gilroy in the San Jose Mercury News, attendance at regional trade shows (including a Bay Area bridal show) and use of social-media reels. Johnson also said Visit Gilroy is engaging regional events and nearby destinations to position Gilroy as a convenient Bay Area hub for visitors heading to Santa Cruz, Monterey and Pinnacles National Park.
Why it matters: The presentation shows the city's tourism bureau continuing a focused, small-budget push to convert regional exposure into downtown visits and hotel nights. Councilmembers praised the new website and marketing efforts and encouraged continued regional partnerships.
Ending: Staff accepted the annual report; Visit Gilroy said it will continue to refine its offerings and report back to council as programming develops.
