Share, , Google Plus, Pinterest,


Posted in:

On Our Way to $1 Billion

Temecula Valley Tourism Increased Nearly 5% to Almost $700 Million in 2015

Visit Temecula Valley announced a record $696 million in travel spending by visitors, record earnings of $219 million, and a record Temecula Valley visitor volume of 2.7 million in 2015. The State of Tourism, a first-ever event presented by Visit Temecula Valley, also highlighted positive economic impacts since the 2004 establishment of the Temecula Hotel Tourism Improvement District; the latest, strategic marketing strategies for the Temecula Valley Southern California Wine Country branding platform; and most current details for new hotels and wineries opening in the near future.

The economic impact of total, direct, travel spending by visitors to Temecula Valley in 2015 was a record $696 million; this represents a 4.7 percent increase over 2014. Meanwhile, earnings were a record $219 million, a 6.9 percent annual change; and Temecula Valley visitor volume reached a record 2.7 million. The results were announced today by Visit Temecula Valley at The State of Tourism, a first-ever event. Also highlighted were the positive economic impacts of the Temecula Hotel Tourism Improvement District; the latest marketing strategies for the Temecula Valley Southern California Wine Country branding platform first launched in 2008; and current details for new hotels and wineries.

“The year 2015 was the sixth consecutive year since the 2007-2009 recession that the Temecula Valley tourism, leisure, and hospitality industry has expanded,” declared Tom DeMott, Chairman of the Board for Visit Temecula Valley and General Manager at Temecula Creek Inn resort. “Such growth documents economic significance and the impact travel spending has on the local economy in terms of earnings, supporting a total of nearly 7,400 jobs, $7.7 million in local tax revenue generated from non-residents, and significant spending on a variety of commodities.”

“Since the 2004 establishment of the Temecula Hotel Tourism Improvement District, local travel spending increased 52 percent, from $459 million to $696 million in 2015,” DeMott continued. “Visitor spending also drove an increase in onsite food and beverage up 85 percent from $68 million in 2004 to $126 million in 2015. Meanwhile, offsite food and beverage increased 88 percent from $48 million to $90 million, and retail, 38%, from $56 million to $77 million.”

“Additionally, the effectiveness of the Temecula Valley Southern California Wine Country branding initiative is evident,” DeMott said. “We know from analysis of customized research that nearly 80% of visitors engage in wine activities. We also know that the Wine Country branding platform that also includes Downtown Old Town Temecula, Pechanga Resort & Casino, and the Temecula Valley Wine Country Golf Trail is a powerful reflection of the true destination experience. Eighty-six percent of visitors report they planned some or all of their activities prior to their trip; the top associations with the Temecula Valley include wineries, wine tours, hot air ballooning, and golf. Eighty-four percent of visitors provide a rating of 8 or higher when asked how likely they are to recommend Temecula Valley as a great place to visit (on a scale of 1/not likely to 10/highly likely).”

“Success with continued growth in visitor spending can be attributed to hotel room sales and occupancy,”

emphasized DeMott. “In 2015, overnight visitors spent an average $289 per person per day while individuals traveling to Temecula over 50 miles, one-way from the traveler’s home on a day trip, spent an average $149 per person per day. Weekends in 2015 were at 90 to 100% hotel occupancy; otherwise, occupancy averaged 76 percent.”

“New Temecula establishments bode well for the realistic possibility of $1 billion in direct, travel spending,” DeMott forecast. “Hilton Garden Inn, Home2Suites, and an all-suite Best Western as well as the new Pechanga Resort hotel tower will provide additional lodging. A variety of new wineries has recently or will open in the near future. This is especially significant because more than 80 percent of visitors have visited more than once indicating a high percentage of repeat visitors. New wineries and the fiftieth anniversary of Temecula Valley Wine Country in 2018 provide additional reasons to visit Temecula Valley.”

The State of Tourism event included a presentation by Dean Runyan Associates explaining the Temecula Valley Travel Impacts 2015 report of June 2016 prepared for the Temecula Valley Convention & Visitors Bureau. Dean Runyan has more than 30 years’ experience in the areas of recreation, travel, and tourism. Also presented at the event were current Visit Temecula Valley strategic marketing initiatives.

Visit Temecula Valley (formerly the Temecula Valley Convention & Visitors Bureau) is a 501(c) 6 non-profit business organization whose primary responsibilities are to promote the Temecula Valley as a year-round travel destination and to advance the Temecula visitor economy. Visit Temecula Valley is recognized as the region’s official tourism marketing organization and resource for visitors. The Temecula Hotel Tourism Improvement District provides funding for Visit Temecula Valley activities and programs. Additional funding for strategic marketing initiatives is provided through the Temecula Valley Winegrowers Association and alliances with tourism, leisure, and hospitality partners throughout Temecula Valley.

Visit Temecula Valley is online at The Temecula Valley Visitors Center is located in Downtown, Old Town Temecula (Third Street and Mercedes) adjacent the Old Town Temecula Parking Garage. For visitor information and assistance, please call (888) 363-2852 or (951) 491-6085.