As of 2007, Tourism efforts generate over $592 in tax relief per household – a 4% increase over 2006 

 * Currently $326M in Travel spending generated within Mendocino County – a 3% increase over 2006

* Represents .38% of all travel spending in California

* 5,290 jobs generated by Mendocino’s travel industry with $120M in earnings

* Represents 10% of total County Employment

* Represents 7.2% of total County Earnings

* $7.6m in local taxes (T.O.T. and Sales tax) generated within Mendocino County

* 38.8% of total local taxes generated 

Over the past few years, both the Mendocino County Lodging Association (MCLA) and the Mendocino County Promotional Alliance (MCPA) have worked hard marketing Mendocino County regionally, nationally and internationally. With our combined successful efforts, we have been able to measure a 17:1 return on investment. There is much more to be done to create a more positive impact on our economic engine. 

In early 2008, the Joint Marketing Committee (MCLA, MCPA, and the Winegrape and Wine Commission, (MWWC) retained Randall Travel Marketing to conduct a comprehensive travel research study for Mendocino County. Randall Travel Marketing is nationally recognized for their research and strategic planning for destinations. Research was conducted during the fivemonth period from June 2008 through October 2008. The results and recommendations of the County wide marketing study were published in October 2008. Randall submitted a detailed Mendocino County Travel Research Study (“Study”) outlining recommended strategic initiatives for the short term (two years) and long term (five years). The plan includes tracking and returnon-investment benchmarks to measure success. 

The study concluded that MCLA, MCPA & MWWC “have established a good foundation/partnership and the time is right for strategic tourism growth going forward.” Among the 10 “Strategic Direction” recommendations was the need to “Refine/streamline the successful marketing partnership between MCLA & MCPA. The study confirmed the “marketing and fulfillment program has been successful and is ready to move to the next level to drive increased return on investment.” While the current Board structure and funding of the two organizations was considered adequate, specifically the study recommended: 

* Realigning of staff and streamlining the organizational structure so that work assignments and goals areclearly defined and aggressive deadlines are met

* Improve staff efficiency and communication

* Replace the Joint Marketing committee with a new organization titled “Visit Mendocino County, Inc.” 

The Study contains detailed recommendations on how to market Mendocino County.  The establishment of Visit Mendocino County, Inc. will enable MCLA and MCPA to work together more closely to create a structure where one group is responsible for all aspects of marketing the County. Combining staff and other resources enables those making day-to-day decisions to become more efficient in their activities; decrease duplication of effort; and create a comprehensive approach to achieve key programs and activities for marketing the County. The primary function of Visit Mendocino County, Inc. is to carry out the annual marketing plan as approved by The MCLA and MCPA Board of Directors. Visit Mendocino County, Inc. and its staff will be responsible for implementing that plan. The annual marketing plan will include a budget allocating funds to specific activities. A quarterly review of the plan will take place to ensure relevancy and effectiveness of the annual plan. 

Visit Mendocino County, Inc. will consist of 10 individuals – 5 from the MCLA Board and 5 from the MCPA Board. Members of MCLA’s Executive Committee will serve on the committee as well as one other appointed Board Member. MCPA will have 2 members representing the wine industry, one representing the art industry, one representing the Chambers, and one member-at-large to be appointed by the MCPA Board. The membership will mean quality individuals with experience in the promotion of our County will be making promotional decisions.