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City reports increase in downtown traffic for Small Business Saturday, Placer AI estimates 1,700 visitors
Summary
Communications director Jose Moreno presented Placer AI estimates showing downtown visitors rose from ~1,000 in 2024 to ~1,700 in 2025 and dwell time increased from 61 to 108 minutes; staff said data is anonymized and intended for marketing and event planning.
Communications Director Jose Moreno presented third-party Placer AI estimates showing increased downtown activity during Small Business Saturday: 1,000 estimated visitors in 2024 compared with 1,700 in 2025, an increase Moreno characterized as roughly 700 additional visitors.
Moreno cautioned the data are estimates from anonymous mobile signals, not a precise head count, but said they provide useful marketing insights such as dwell time (61 minutes in 2024 vs. 108 minutes in 2025) and visitor origins: the share of visitors from Selma grew from 30% to 44%, and more visitors traveled from Fresno and surrounding cities than in prior years.
Council noted the marketing and volunteer effort behind the event and discussed how to leverage the data for future events and small-business outreach.
