The San Diego County Fair is seeking $50,000 in funding from the Tourism Marketing District (TMD) to launch a marketing campaign aimed at attracting visitors from outside the county. The campaign aims to increase attendance during the early weeks of the fair, a period typically characterized by lower attendance.
The San Diego County Fair is looking to expand its reach beyond its local fanbase with a new marketing campaign aimed at attracting visitors from outside the county. To fund this initiative, fair officials presented a proposal to San Diego’s Tourism Marketing District (TMD) seeking $50,000 for a broader advertising campaign.
While the fair has a long history of attracting San Diego residents, organizers believe there is an opportunity to grow attendance by targeting visitors from neighboring regions, especially Arizona. The campaign aims to increase visitation during the first two weeks of the fair, a period typically characterized by weaker attendance due to school schedules. The fair's budget for media marketing is currently $1.2 million, with $50,000 designated for out-of-market advertising. Organizers anticipate a return on investment of $4.80 in hotel room night revenue for every $1 of grant funding. The fair faces competition from 12 other applicants vying for TMD funding, with a total requested amount of $51.3 million. The TMD, funded by a 2% room surcharge on hotels, allocated nearly $51.5 million to 13 organizations in the previous fiscal year. This funding request comes at a time when the fair continues to recover from the financial impact of the COVID-19 pandemic. Attendance has been gradually increasing, but organizers acknowledge that the fair's finances are not yet back to pre-pandemic levels. The fair's ultimate goal is to achieve an average daily attendance of 60,000
Business Events San Diego County Fair Tourism Marketing District Marketing Campaign Attendance Out-Of-Market Visitors
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