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Town reports strong visitation and lodging revenue gains for May and June
Summary
Town staff reported increased lodgers tax revenue for May (equivalent to $73,288 in lodging revenue), robust visitation metrics including about 19,900 people over the July 4 weekend, and ongoing marketing and event planning to sustain tourism.
Town economic development staff presented lodgers tax and visitation data showing year‑over‑year increases. The staff member noted that because the lodgers tax is collected at a 5 percent rate, the reported increase for May represents about $73,288 in lodging revenue for local businesses. "Because the lodgers tax is collected at a rate of 5%, the increase over the from this May to last May actually represents $73,288 in lodging revenue," the staff member said during her summary.
The marshal's office and related staff also cited Placer AI data that estimated roughly 19,900 people in town over the July 4 weekend and about 16,000 during the parade, and tourism staff said June showed out‑of‑market visitors near 42,000. Marketing efforts included print placements in larger outlets and a summer campaign that concluded June 30; the council discussed launching a short visitor survey to gather guest feedback and help guide lodging and retail stakeholders.
