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Visit Carson City reports record lodging‑tax pacing, film production impacts and new marketing data
Summary
Staff reported strong lodging tax performance for February, new Datafy website attribution data, the impact of the feature film Casa Grande (nearly 1,000 local room nights), upcoming trade-show activity and cultural events including a Cinco de Mayo celebration and progress on the Cultural Corridor project.
CTA staff told the board on April 14 that local lodging revenue is pacing ahead of prior records and highlighted recent marketing wins and a major film production that used multiple Carson City locations.
"Take a look at February. I know we're still waiting on a handful of properties, but at this point, we are pacing for a record month," said David Peterson, executive director of the City Culture and Tourism Authority, noting February lodging tax receipts are tracking near the 2023 high.
Why it matters: Strong lodging-tax receipts increase the authority's revenue for marketing, events and capital projects. Film production and improved marketing analytics can generate near-term room-night demand and inform future sales strategies.
Marketing and website analytics Lydia Beck, marketing and PR lead, presented new attribution data from Datafy that links paid digital activity to lodging referrals and visitor behavior on the CTA website. Beck said web visitation is up year over year and "our lodging referrals are up…
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