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Visitor center launches survey after drop in walk-ins; lodging referrals rose
Summary
Mariposa's visitor center reported a decline of 1,547 walk-in visitors between 2023 and 2024 but said it helped 182 more lodging reservations; staff launched a new survey and will provide monthly visitation graphs to the board.
Jacob Holly, who represents the visitor center and Chamber of Commerce, told the Board of Supervisors that the center launched a new visitor questionnaire at the start of 2025 to better understand visitor intent and stay-length. "We dropped 1,547 people coming through our visitor center," Jacob said, and added that the center recorded 182 additional lodging reservations.
Jacob said the survey is new and results are preliminary but that it will help the county track whether visitors are coming to Yosemite, staying in town, or only driving by. "So it's 50%" drive-by, Jacob said when board members reviewed a question about how visitors found the center, a point Supervisor Toso said highlights visibility and signage.
Board members discussed making the survey more accessible. Supervisor Manatre suggested adding an online link and a QR code so visitors can complete the questionnaire after leaving the center; Jacob agreed and said he would share the survey link and consider a QR code and staff-side prompts for nonresponders. Supervisor Kaiser asked whether the county produces handouts businesses can give visitors; Jacob said county maps and business lists are distributed at hotels and the visitor center and that he would supply printed maps to downtown businesses.
Jacob said he has visitation graphs dating to 2016 and will send month-over-month graphs to the board on a regular basis.
Next steps: Jacob will share the survey link and provide monthly visitation reports to the board.
