Kyle Stichtenot, senior director at Advanced Travel & Tourism, told the Tourist Development Council the agency is focusing on two target audiences — families and outdoor enthusiasts — and is measuring performance across display, video, audio, social and email channels. He said the county’s Q3 campaign produced almost 3,000,000 display impressions with roughly 33,000 clicks and delivered about 750,000 video views with a completion rate above industry benchmarks.

Kyle highlighted measurement tools used in strategy: Placer AI to analyze visitor origin and device movement, Google Analytics for site behavior, and county lodging and tax collection data as a hard check. He said the team has seen a "137% increase in the key events" year over year that staff track as leading indicators of visitation and that Placer defines an overnight trip as a device recorded in paid lodging for a 24‑hour period.

Teddy Meyer reported the county’s bed-tax receipts dipped slightly in September and rebounded in October to the highest October total in five years. Meyer noted local and regional weather events and statewide trends that may explain short-term fluctuations. He also noted the new Marriott TownePlace Suites in Middleburg opened in late October and will add rooms to the county’s lodging supply.

Board members pressed whether event-level promotion or festival-level campaigns that target nearby drive markets would generate more overnight stays; Kyle advised using historical event data to choose the right markets and recommended that signature events be evaluated with Placer AI for year-over-year impact.