SDTMD Tourism Marketing Grants (Annual Competitive Grants)

SDTMD Tourism Marketing Grants Program

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).

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:

• 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

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