The Hollister City Council on Monday unanimously approved the creation of a $50,000 tourism set-aside fund that will create a tourism marketing campaign designed to brign more visitors to the city and county. The effort will be funded with transient occupancy tax revenues, of which the city receives approximately $140,000 annually.
“Increasing the marketing of our beautiful community should have a positive effect on our general fund revenues” through increased TOT funds and the sale of other taxable goods, said City Manager William Avera in a report to the council. The resolution also directs staff to work with Councilman Victor Gomez to develop a memorandum of understanding with a local nonprofit agency that will assist a professional marketing firm to promote the area. Avera reported that the city has spoken with “a few” agencies but has not settled on a preferred organization.
Mayor Ignacio Velasquez called the resolution “a step forward,” noting that an increase in planned local recreational events will bring in more visitors. “We’re going to see a lot of tourism come through our community. You’re going to see a big change here quickly.”
Greg Harvey, who owns the Joshua Inn Bed and Breakfast and is chairman of the San Benito County Chamber of Commerce’s tourism committee, called the tourism marketing campaign “a huge opportunity.” “I hope the county and San Juan Bautista follow suit. Tourism is a revenue generator.”
Local Realtor Ray Piece, vice president of the Hollister Downtown Association, said that with the effort already being made to bring tourism dollars to the area, this effort “is a good measure. I really applaud this.”
Gomez pointed out that the $50,000 “will not just be thrown at an organization. Accountability will be there,” he said.
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