Introduction

As a valued lodging partner of our Highway 1 tourism community in San Luis Obispo County, you are invited to participate in this confidential 10-minute survey. In 2009, the San Luis Obispo County Board of Supervisors established the San Luis Obispo County Tourism Business Improvement District (commonly referred to as the CBID). This district applies a 2% assessment (paid by overnight guests) to all lodging businesses—including hotels, motels, bed & breakfasts, and vacation rentals—within its boundaries.

Highway 1 Tourism Alliance, the private non-profit corporation that manages the CBID, is contracted with the County to administer these funds in support of the tourism promotion activities outlined below. The Highway 1 Tourism Alliance (marketed to consumers as the Highway 1 Road Trip) is currently undertaking a process to better understand the needs of our partners and ensure the long-term vitality of our destination.

The survey is being administered by Whereabout, an independent destination strategy and research company with a strong track record of community engagement and evaluation. The goal of the survey is to identify current member priorities, evaluate the perceived value of the current organizations, and gather input on how funds could be allocated moving forward.

How the Funds Are Used:

50% Regional Tourism Marketing—50% of the collected funds are invested in regional marketing efforts to attract visitors to the coastal region of SLO County along Highway 1 and are managed by Highway 1 Tourism Alliance. This includes the successful Highway 1 Road Trip campaign and our award-winning Stewardship and Sustainability program, both designed to boost tourism and support long-term destination appeal.

50% Local Tourism Marketing—The remaining 50% is returned to the local communities where the funds originated and are managed by their local tourism boards (also known as Local Fund Areas), with oversight from Highway 1 Tourism Alliance. These dollars directly support local tourism-related efforts such as beautification projects, event and festival sponsorships, infrastructure improvements, and targeted marketing designed to drive overnight stays at lodging businesses within the local communities.

If you would like to learn more about how these marketing dollars are spent, you can download the marketing overview by clicking HERE (will open in a separate window).

Your feedback will help guide our marketing, destination development, and visitor management strategies, as well as inform how we collaborate with other tourism organizations like Visit SLO CAL and Visit California to showcase our coastal communities to a larger audience.

Whether you operate a boutique hotel, a coastal inn, a B&B, or a vacation rental, your voice matters. Your participation in this survey will help shape how we move forward together, ensuring our efforts align with your needs and priorities. We know your time is valuable, and we sincerely appreciate your input.
 
 8% of survey complete.

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