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Santa Rosa BIA outlines scoring, outreach and reporting for event support funding
Summary
Staff detailed eligibility, outreach metrics and selection-panel procedures for the Santa Rosa event support funding program; 11 applications are pending and the selection panel will meet in April to recommend awards to the SRTBIA board.
Meredith Knutsen, a staff presenter, told the Santa Rosa Tourism Business Improvement Area board that applications for event support funding close on Monday at 05:00 and that the selection panel will meet in April to recommend awards to the board. The funding is intended for events held within Santa Rosa city limits between July 1 and Dec. 31 and is financed by the City of Santa Rosa and Visit Santa Rosa.
The board was presented with eligibility and scoring guidance that prioritizes events that increase overnight visits. Knutsen said the program allows both free and ticketed events and requires recipients to document targeted marketing outside Sonoma County and neighboring counties. "The applications... close on Monday at 05:00," Knutsen said. She added that recommendations "will not just solely be based on the scores."
Why it matters: the SRTBIA event support program is designed to drive hotel stays and visitor spending during slower portions of the year by underwriting promotion…
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