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City hears marketing report showing strong lodging referrals and new AI strategy to maintain visibility
Summary
Marketing contractors reported 2025 referral and advertising metrics and described an AI/SEO strategy to retain Solvang content in emerging AI search results; council asked for dashboard access and clarity on metrics. Some numeric figures in the presentation were approximate and will be verified by staff.
City marketing contractors presented a year‑end review of tourism marketing and digital work, showing that targeted campaigns continued to drive lodging referrals and that the team is shifting tactics to respond to the rise of AI‑driven search.
John Sorkinfrei of TJA (presenting for the marketing team) summarized paid advertising, creative development and lodging referral performance. He reported that over a 12‑month period the marketing program generated roughly "102,000 times lodging referrals" and that, applying the campaign's look‑to‑book…
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