CTA hears 2024 tourism impact numbers, event updates and TOT shortfall for September
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Summary
Board heard calendar-year 2024 tourism economic-impact figures showing roughly $242 million in direct business spending (down 1.3% vs. 2023), updates on Polar Express events and marketing wins, and staff reported a near-14% drop in TOT revenue for September.
The Carson City Culture & Tourism Authority board received its annual calendar-year tourism impact briefing and monthly operational updates at the Nov. 10 meeting.
Chair David Peterson summarized the TravelNevada-sourced calendar-year 2024 economic-impact results: "Just a little over $242,000,000 in direct business spending," he said, noting the figure represented a 1.3% decline compared with 2023. Peterson provided a category breakdown that included about $63 million in gaming, $48 million in retail, just under $48 million in recreation, about $34 million in food and beverage, and roughly $33 million in lodging. He also cited total business sales approaching $392 million and state and local taxes near $31 million.
Peterson said tourism-supported employment for the county was calculated at about 3,700 jobs, down from about 3,900 in the prior calculation approach. Peterson added the tourism-generated income per household and other household-benefit estimates, and the board reviewed a glossary in the packet explaining methodology.
On operations, Peterson and staff noted the Polar Express media partner night scheduled for the coming week and said the Polar Express trains are sold out for the season. Staff also said there is one applicant for the hotel-motel board position who is expected to be interviewed by the Board of Supervisors on Dec. 4.
Marketing director Lydia reported strong digital growth (web visitation up about 50% year-over-year and normalized tracking up about 29%) and summarized PR successes, including coverage tied to Bridal Nevada and an inclusion of the Capital Detaho Trail in Lonely Planet.
Staff also reported transient occupancy tax (TOT) performance: September was described as "not a good month," with projected September TOT down just under 14% year-over-year and room nights, occupancy, ADR and RevPAR all down for the month; staff noted local facility closures (Centennial turf renovations) removed tournament business from September’s calendar and may have contributed to the shortfall.
Board members and staff discussed opportunities to incorporate attractions like Stewart Indian School into tour-operator itineraries and other event-packaging ideas for future marketing.