Goal #3: Capture More Tourism $$
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- Walter Sutton
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1 Goal #3: Capture More Tourism $$ Position American Canyon to take advantage of future hotel growth through new hotel development, expand market niches, and availability of events and amenities. 1
2 Current Tourism Capture Current Occupancy: 80 90% up 2.7 % on Friday nights Average Daily Rate: $130 $213 Types of Facilities: 313 Rooms 3 hotels 2 - limited service, 1 with meeting room space 1 - full-service with 6,000 SF under roof + 4,000 SF outdoor space TOT: $1,500,000 paid in 2016 Property Taxes: $658,906 paid in 2016 on Lodging Properties 2
3 American Canyon 2016 TOT REVENUES 3 Source: Visit Napa Valley and American Canyon FY16-17 Budget
4 Existing American Canyon Tourism Opportunities #1 Need Additional Room Capacity in the Market Key Hotel Expansion - right location/size/amenities Public Amenities that can provide visitor services #2 Develop and Expand Market Niches Hub - corporate meetings Value - sports and tournaments Family - price sensitive leisure Wedding - Napa Valley image and unique features #3 Expand Amenities for Visitors New facilities, events, extend the stay opportunities, marketing efforts 4
5 Opportunity #1: Need Additional Room Capacity in the Market Create Targeted Market Capacity Desirable Locations Where are the future hotel sites value, business, or boutique 5
6 #1: Additional Room Capacity The Ruins and Interim Opportunities Proposed 200 room Boutique Hotel - Outdoor Events Space, Weddings & Chapel - Wine Related Commercial Brand as Destination Hold Unique Events Create Demand Now Future Meeting Hub 6
7 Opportunity #2: Market Niches Proximity to SF, Sac, and Santa Rosa Proximity to Key Markets American Canyon to Santa Rosa 33.7 miles American Canyon to San Francisco 31.3 miles American Canyon to Oakland 36.0 miles American Canyon to Sacramento 59.5 miles Meeting Hub for Regional Corporate Business Meetings, Interviews, and Trainings Corporate Events Smaller Association Meetings 7
8 Opportunity #2: Develop Market Niches Create a Meeting Hub Niche - Address Competition Competition from Meritage Property in Napa Competition from Hotels in Napa, Vallejo & Santa Rosa Focus on Other Market Niches Expand Wedding Facilities Destination Continue Value - Family and Leisure Trend Continue - Sports and Tournament Trend 8
9 Opportunity #2: Market Niches Competition from Meritage 478 Rooms Existing Space rooms plus 180 Time Shares and 50,000 SF of event space Expansion will add 145 rooms and 10,000 SF event space and 9,450 SF of outdoor events 9
10 #2: Development Market Niches Competition from Napa 1,288 rooms 10
11 #2: Development Market Niches Competition from Vallejo & Santa Rosa Vallejo Hotel Properties Courtyard by Marriott 172 rooms and 2,754 SF Ramada 131 rooms and 1,000 SF New Unnamed At the Waterfront 200 rooms and 32,000 SF Santa Rosa Hotel Properties Fountain Grove 124 rooms and 4,551 SF (lost in Santa Rosa Fire) Flamingo 170 Rooms and 12,480 SF 11
12 Opportunity #2: Market Niches Expand Wedding Destination Facilities 12
13 Opportunity #2: Market Niches Value and Leisure Opportunities Embrace Value Proposition Family - Six Flags - Family Events Price Sensitive Leisure Market Sports Tourism - Tournament Market Don t Overlook Resident Event Needs Family Reunions, Birthday, and Anniversary Baby and Wedding Showers Wedding Receptions 13
14 Opportunity #3: Expand Amenities for Residents and Visitors too Upgrade and Expand Public Facilities that can support visitor and resident activities Incorporate tourist/resident serving in future planning development Create Destination Events and Activities that build brand awareness Create Materials and Opportunities that extend the stay Coordinate Marketing Efforts with businesses 14
15 Public Input #1 Need Additional Room Capacity in the Market Key Hotel Expansion right location/size/amenities Public Amenities that can provide visitor services #2 Develop and Expand Market Niches Hub - corporate meetings Value - sports and tournaments Family - price sensitive leisure Wedding - Napa Valley image and unique features #3 Expand Amenities for Visitors New facilities, events, extend the stay opportunities, and marketing efforts 15
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