Partner Information

Santa Cruz County Tourism Marketing District (TMD)

In June of 2010 Santa Cruz County joined many other tourism destinations throughout California in establishing a Tourism Marketing District (TMD) in an effort to provide consistent funding for tourism promotion. The majority of the Santa Cruz County lodging industry signed an official petition supporting formation of the TMD. The purpose of the special district is to increase overnight visitation, particularly during the non-summer months of the year. The Santa Cruz County Conference and Visitors Council (CVC) was identified as the implementing agency, or "Owner's Association" for the TMD. The Santa Cruz County Board of Supervisors took action to finalize formation of the District which includes the unincorporated areas of the County as well as the cities of Scotts Valley, Capitola, Santa Cruz and Watsonville. Each City Council gave their consent through a resolution to be part of the countywide effort.

An agreement was struck in the summer of 2012 in an effort to minimize impacts of a proposed increase in the Transient Occupancy Tax in the City of Santa Cruz and unincorporated areas of the County.  At the request of the Santa Cruz County Hospitality and Lodging Association, the CVC Board of Directors agreed to be part of the agreement.  Effectively, the City and County of Santa Cruz agreed to propose 11% TOT Ballot Measures (instead of 12%); the CVC Board agreed to release public agencies from future financial funding obligations; and the Santa Cruz County Hospitality and Lodging Association agreed to support an increase of the TMD assessment to make up for the loss in public funding. 

The TOT ballot measures passed in November of 2012 (Measures N and Q) and the TOT will change to 11% in the City and Unincorporated areas of the County beginning July 1 of 2013. The CVC's public funding will cease on that date as well.

Over the last few months members of the lodging industry have worked with the CVC to determine an agreed upon assessment. An additional $.50 a night fee is currently recommended. There is a recommendation to establish a second TMD that will generate additional funds to support continued marketing efforts as identified in the current TMD Marketing Plan.

The Santa Cruz County CVC Board of Directors and leadership within the local lodging industry are working together to establish a second TMD to backfill expected losses in public funding, which will take effect July 1, 2013.

Questions related to the Santa Cruz County TMD process may be directed here. To view a copy of the (draft) modified district plan click here.

Santa Cruz County Tourism Research: Survey Results Released March, 2010

• Countywide Visitor Intercept Survey - General Visitor Survey Sample
• Conversion Study Survey - Those Individuals Contacting the Santa Cruz Conference and Visitors Council for Visitor Services

Web Promo Opportunity: Link Building
The Santa Cruz County Conference and Visitors Council has an opportunity for our partners to make it easier for your website visitors to learn more about the county - while you help promote the community! More info...

Put CVC programs and services to work for you.

Web Promotion
Highlight your tourism business online and reach over a million potential visitors this year. Learn more...

Visitor Center Sponsors
Make an impact on visitors looking for information in person. Two Visitor Centers in key locations...

Publications
The CVC provides various print pieces offering visitor information...

Email the Cooperative Marketing Director or call 831.429.7281 ext.103 for more information on advertising and marketing programs.