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Paradise chamber and arts groups detail tourism spending from transient-occupancy tax
Summary
The Paradise Ridge Chamber and local arts organizations reported how they used transient-occupancy-tax (TOT) grants to promote tourism and housing outreach; the chamber said last year’s Welcome to the Ridge work spent about $54,000, with TOT covering 83% of that program’s budget.
Monica Nolan, CEO of the Paradise Ridge Chamber of Commerce, told the Town Council that the Welcome to the Ridge campaign used $45,000 in TOT funds and that total program spending in the 2024–25 program year was just over $54,000. ‘‘TOT made up 83% of the budget for the last program year,’’ Nolan said, and more than $38,000 (about 70% of the program budget) went to advertising.
Nolan outlined marketing activities that included an open-house weekend in June 2024 and a Ridge Showcase organized around Johnny Appleseed Days; she said the paid campaign generated 12,689 website users and that the Showcase weekend drew an estimated 5,600 visitors. ‘‘We will continue to analyze this available data to fine tune our marketing efforts and reach those most likely to visit Paradise,’’ she said.
Council members praised the outreach and asked about measurable housing outcomes. Nolan said the chamber’s previous open-house weekend was ‘‘anecdotally’’ linked to 11 escrows following the event and that the chamber is working with a new agency, Chartwell, to improve tracking between marketing and real‑estate activity.
Local arts organizations that receive TOT support described how the funds were spent. Kelly Connor, president of the Paradise Performing Arts Center, said the venue spent roughly $40,000 producing shows and booked five benefit concerts with about 2,200 attendees in the 2024–25 season, noting hotel room nights and other local spending generated by touring acts. Nancy Murren, president of the Paradise Symphony Society, said two holiday concerts reached an audience that included residents from across Butte County and beyond. Mark Thorpe, vice president of Theater on the Ridge, said the theater used TOT funds to update its website, increase advertising outside the county and provide scholarships for youth programs; he said the theater spent about $14,730 of TOT money.
Why it matters: Council revived a multi‑year program to invest a portion of TOT receipts in local organizations to promote visitation and housing interest; staff and council said continued measurement of conversion from visitors to residents will guide future allocations.
What’s next: The chamber and recipient organizations will return with more detailed metrics when requested by council and staff will keep TOT reporting in future agenda packets.
