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Visit Santa Cruz County details FY24–25 performance, plans visitor center and World Cup kickoff

Santa Cruz County Board of Supervisors · November 22, 2025

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Summary

Visit Santa Cruz County reported flat aggregate occupancy and a 7.11% revenue decline in FY24–25, described a $3.6 million annual budget funded by the lodging TMD, previewed a planned visitor center and accessibility initiatives, and outlined a $60,000 commitment to Bay Area Host Committee activities for the 2026 World Cup.

Terrence McCann, chief executive officer of Visit Santa Cruz County, updated the Board of Supervisors on the county’s tourism marketing district (TMD) activity and performance for FY24–25. McCann told the board the organization operates on an annual budget of roughly $3.6 million funded by the…

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