Visit Redding reports rising engagement but warns of funding cuts that could scale back media outreach

A representative of Visit Redding gave council a presentation on recent tourism marketing performance, highlighting online impressions, social‑media growth, earned-and‑paid media placements and local lodging metrics while warning that potential funding cuts could require reducing paid media outreach.

The presenter said Visit Redding recorded “70,000,000 impressions” over recent years, gained more than 13,000 social‑media followers, and had a number of earned media placements the presenter valued for advertising equivalency. He listed five visitor “avatars” — master-of‑craft, adventure, culturally curious, chill seeker and road‑tripper — and noted that the majority of visitors arrive by driving distance, making nearby California markets high priorities for outreach.

Staff presented trends in hotel performance, short‑term rental revenue, and tourism‑generated transient‑occupancy tax (TOT). The presenter said the city’s RevPAR and occupancy have risen in recent months; he noted the city has added hundreds of rooms in the last ten years, which affects occupancy percentages. He also said short‑term rental revenue has decreased while hotel stays have become more common.

The speaker warned that, if Visit Redding’s budget is cut, the organization would have to reduce paid editorial placements (the presenter said, for example, paid placements drive Los Angeles Times mentions) and other costly media activities. He framed the destination marketing work as economic development and workforce attraction by driving visitor spend and exposure to prospective residents and professionals.

Ending: Councilors thanked the presenter and asked follow‑up questions; no action was required. Several council members noted the tourism metrics are important for economic development and encouraged staff to provide further budget and ROI detail if Visit Redding funding changes are proposed.