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Solvang officials receive quarterly tourism report citing awards, web traffic and lodging referrals
Summary
City staff presented a quarterly tourism and marketing update showing a USA Today nod, a successful Brick & Build event and large increases in website referrals to lodging pages; staff estimated potential lodging revenue and occupancy impacts and noted the city—s transient occupancy tax (TOT) rate at 14%.
City of Solvang leaders on Tuesday received a quarterly tourism and marketing briefing covering January through March activity that highlighted a reader-choice award, expanded digital advertising and a spike in lodging referrals to local properties.
The presentation, delivered by the city—s marketing team and partner agencies, described Solvang being named a top small town by a national outlet, a successful inaugural Brick & Build event that produced visual assets for future campaigns, and a suite of digital tactics that drove tens of thousands of visitors to the city—s lodging pages.
Why it matters: The presentation linked marketing activity to local economic measures the council tracks, including referrals to lodging properties and transient occupancy tax revenue. Staff said the figures inform the city—s understanding of visitor volume and related sales tax and TOT receipts.
The marketing summary said the city produced 41,299 referrals to the lodging-specials page during the quarter and about 21,000–22,000 referrals…
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