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Visit Roseville reports 68% hotel occupancy in 2025; promotes restaurant week and sticker campaign
Summary
Visit Roseville president Liz Nowak told the council the organization generated more than 5 million digital impressions in 2025, the city averaged 68% hotel occupancy with a $128 average daily rate, and promoted initiatives including a free restaurant week and a sticker/hidden-gem marketing campaign.
Roseville — Liz Nowak, president and CEO of Visit Roseville, presented the group's 2025 highlights to the City Council on March 16 and outlined plans for 2026 marketing initiatives.
Nowak said Visit Roseville recorded more than 5 million impressions across digital channels, 178,000 website views and 8,200 conversions (site visitors who clicked-through to lodging or attraction information) from April through December. She reported lodging metrics from a Zartico data feed: "We ended the year at 68% occupancy with an average daily rate of a $128," she said.
Nowak described initiatives intended to drive visitation and support local businesses: a first-ever free restaurant week for Roseville restaurants that drew 21 participants; a sticker-collection campaign of local 'hidden gems;' social influencer partnerships that drove more than 100,000 views on initial promotions; and a "Roseville in Bloom" relaunch of public art pieces.
During public comment and Q&A, a resident asked whether a small increase in hotel revenue from events or out-of-market visitors could be reallocated to community services. Nowak and staff noted that lodging taxes are statutorily constrained and that revenue from short-term residential rentals is "very low," roughly in the 500–700 range, meaning enforcement and collection costs should be weighed against the revenue.
What happens next: Visit Roseville will continue its digital and in-person marketing campaigns, monitor occupancy and lodging-tax collections, and deliver follow-up information to council members, including any collateral from the restaurant-week promotion.
