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SDTMD Tourism Marketing Grants (Annual Competitive Grants)

SAN DIEGO TOURISM MARKETING

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Funding Amount

$50.47 million total pool (varies by award)

Deadline

November 15, 2026

221 days left

Grant Type

foundation

Overview

SDTMD Tourism Marketing Grants Program

Overview: The San Diego Tourism Marketing District (SDTMD) awards annual competitive grants to tourism-generating events and programs that can demonstrate the ability to increase overnight stays at SDTMD-assessed hotels (City of San Diego hotels with 70 rooms or more) and generate a measurable return on investment (ROI).

Status: Active and ongoing

Geographic Scope: City of San Diego only. Events must drive visitors to the City of San Diego and SDTMD member hotels (70+ rooms).

Focus Areas:

  • Tourism-generating events and programs

  • Sporting events and athletic competitions

  • Cultural festivals and programs

  • Music and arts festivals

  • Food and wine festivals

  • Community-focused events that give back to the local San Diego community

  • Events scheduled during traditionally slower travel periods (to promote year-round tourism)

    • Funding Distribution:
    FY2026 allocation ($50.47 million):

  • San Diego Tourism Authority: $47.9 million

  • Sports San Diego: $1.76 million

  • Other Events: $1.6 million

    • Past funding allocations:

  • FY2025: $50.9 million

  • FY2024: $52.5 million (record)

  • FY2023: $38 million

  • FY2022: $28 million

  • FY2021: $32.3 million

    • Eligibility Requirements:

  • Event must occur within the City of San Diego boundaries

  • Applicant must be able to demonstrate ability to generate incremental room night stays at SDTMD-assessed hotels

  • Event must provide measurable ROI on SDTMD investment

  • Events should preferably occur during slower travel periods

  • New events that are intended to be annual are welcome

  • Programs should drive tourism across the city and/or give back to local community

    • What SDTMD Does NOT Fund:

  • Events outside the City of San Diego

  • Programs that cannot demonstrate room night generation

  • One-time events (unless exceptional circumstances)

    • Background:

  • SDTMD established in 2008

  • Self-funded through 2% assessment on room nights at hotels with 70+ rooms in City of San Diego

  • Assessment proceeds designated solely for tourism marketing

  • Recent ROI: $31-$34 in hotel room night revenue generated for every $1 SDTMD dollar invested

  • FY2022 ROI: $31 per $1 invested

  • FY2023 ROI: $32.40 per $1 invested

    • Examples of Previously Funded Events:

  • California State Games

  • San Diego Holiday Bowl

  • San Diego Bay Food + Wine Festival

  • San Diego Crew Classic

  • U.S. Police and Fire Championships

  • San Diego Bayfair Thunderboats

  • San Diego Spring Crew Classic

  • San Diego Beer Week

  • Wonderfront Music and Arts Festival

  • Zero Emissions Summit and Expo

  • Old Town Luche Libre Festival

  • Winter Gold Squash Tournament

  • World Lacrosse Championships

  • Donate Life Transplant Games of America

  • ECNL boys' and girls' soccer tournaments

  • San Diego Open

  • USTA Billie Jean King National Championships

  • USTA League National Championships

  • La Jolla Concours d'Elegance

  • Mission Bayfest

  • Gator By the Bay

  • Major League Pickleball (new FY2026)

  • WWE Survivor Series War Games 2025 (new FY2026)

  • I Love Myself Expo and Conference (new FY2026)

    • Community Impact Components:

  • San Diego Bay Food + Wine Festival: Fast Forward Futures partnership for hospitality, culinary and enology arts scholarships

  • World Gold Squash Tournament: Supports Access Youth Academy for low-income youth

  • San Diego Crew Classic: Freedom Rows events support military veterans recovering from injuries, PTSD

    • Contact Information:

  • Executive Director: Colleen Anderson

  • Address: 750 B Street, Suite 1500, San Diego, CA 92101

  • Phone: 619.557.2854

  • Website: www.sdtmd.org

  • Email: Contact via website

    • How to Apply

    Application Process

    Timeline (Typical Annual Cycle):

  • October: Application portal opens; Application workshops held

  • November: Applications due by 5 p.m. (typically mid-November; FY2027 deadline November 15, 2026)

  • January: Applicant presentations at SDTMD Board Meeting

  • March: Funding decisions made at SDTMD Board Meeting

  • April/May: SDTMD presents budget for City Council approval

  • June: Contracts issued

  • July 1: Fiscal year begins

    • How to Apply:

    1. Attend an Application Workshop (Highly Recommended)
    - SDTMD strongly encourages all applicants to attend a workshop before completing the application
    - Workshops cover:
    - Overview of application process
    - Criteria used to select events for funding
    - Introduction to online submission system
    - Q&A with financial and tourism marketing measurement experts
    - Two virtual workshops typically held in September/October
    - Register in advance via Zoom links provided on website

    2. Access the Online Application Portal
    - Portal opens in October each year
    - URL: www.sdtmd.org/applications
    - Submissions made through online system only

    3. Prepare Required Materials
    - Event details and dates
    - Marketing plan demonstrating how grant funding will be used
    - Projected incremental room night stays
    - Return on investment (ROI) calculations
    - Event budget and funding sources
    - Evidence of ability to execute event
    - Community impact information (if applicable)
    - Historical performance data (if recurring event)

    4. Complete Application
    - Submit through online portal
    - Do not miss deadline – applications received after deadline will not be accepted

    5. Present to SDTMD Board (Selected Applicants)
    - Selected applicants present to SDTMD Board in January
    - Opportunity to answer questions about application

    6. Receive Funding Decision
    - SDTMD Board makes final funding decisions in March
    - Approved applicants receive contract offers

    Application Deadlines (Recent/Upcoming):

  • FY2027: November 15, 2026 (5 p.m.)

  • FY2026: November 15, 2024 (5 p.m.)

  • FY2025: November 18, 2023 (anticipated)

  • FY2024: November 18, 2022 (5 p.m.)

  • FY2023: November 19, 2021 (5 p.m.)

    • Key Application Questions/Evaluation Criteria:

  • How will the event increase overnight stays at SDTMD-assessed hotels?

  • What is the projected incremental room night impact?

  • What is the expected ROI on SDTMD funding?

  • How will SDTMD grant funds be used in marketing/promotion?

  • Is this a new event or recurring event?

  • What is the event's track record (if applicable)?

  • Does the event occur during slower travel periods?

  • Does the event drive tourism across the city?

  • Does the event include community benefit components?

    • Contact for Questions:

  • Executive Director Colleen Anderson

  • Email or call for specific application inquiries

  • Phone: 619.557.2854

  • Website: www.sdtmd.org

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    Focus Areas & Funding Uses

    Fields of Work

    travel-tourismartscommunity-services

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