The San Diego Tourism Market District released a list of its funding recipients Tuesday, totaling more than $50 million for some of the city’s biggest events and organizations.
The largest portion of funding by far is going to the San Diego Tourism Authority: $47,135,160. Other major recipients include $1,065,000 for Sports San Diego’s Sports Commission, $650,000 to the San Diego Padres for WWE Survivor Series WarGames in November and $400,000 for the Holiday Bowl.
“SDTMD is looking at FY26 with a sense of ambition. In the face of potential industry headwinds, we’re ensuring ongoing and consistent investments in the health of our TMD hotels,” said SDTMD Board Chair Richard Bartell. “The city of San Diego will once again host a vibrant lineup of beloved returning events, as well as new experiences, to welcome visitors and provide more opportunities to explore our rich culture and unmatched hospitality.”
The San Diego Tourism Market District was established in 2008 as a nonprofit mutual-benefit corporation “dedicated to enhancing San Diego’s tourism economy,” a statement from SDTMD Executive Director Colleen Anderson read.
“As a trusted, third-party financial manager of the city of San Diego’s tourism industry, the organization operates as a self-funded Tourism Improvement District, collecting a 2% assessment on room nights from lodging businesses with 70 rooms or more within the city of San Diego,” Anderson told City News Service. “These funds are allocated to marketing and promotional efforts aimed at increasing overnight hotel stays, thereby boosting the local economy and supporting city services.”
Other events funded by the grants include California State Games, Thunderboats Unlimited, Mission Bayfest, San Diego Food and Wine Festival and the Rady Invitational basketball tournament.
To be selected by the SDTMD, prospective grantees must complete a four- part checklist:
Is the event in the city of San Diego?
Will a marketing grant increase the number of overnight visitors in the district’s hotels?
Is your promising event new and needs some assistance to get it launched?
Are you confident that an investment in your event marketing or marketing program could drive major room night bookings?
The district examines return on investment from events, particularly for out-of-town guests patronizing the city’s hotels. A Transient Occupancy Tax is collected at San Diego’s hotels, comprising the city’s third-largest revenue source.
The grants disbursed Tuesday include ongoing campaigns, events scheduled for this summer and reach until next June, with $74,000 to the California Police Athletic Federation’s United States Police & Fire Championships.