SCV Tourism Occupancy Rates Up 9.1 Percent
The City of Santa Clarita reports the highest percentage increase in hotel occupancy among Los Angeles markets in 2011.
The Santa Clarita Valley experienced a 9.1 percent increase, the largest percentage increase in occupancy among Los Angeles markets, when comparing January through August 2011 and the same time period in 2010, according to PKF Hospitality Research’ August 2011 Trends report.
Santa Clarita also enjoyed a 7.1 percent increase in occupancy for the month of August 2011, the second largest increase for the month when comparing the area to other Los Angeles markets. Santa Clarita’s occupancy in August 2011 was 84.24 percent, compared to 78.63 percent in August 2010.
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This positive trend would seem to be supported nationally by employment and unemployment figures in the month of September.
Despite negative job numbers, the Los Angeles County Economic Development Corporation’s (LAEDC) Deputy Chief Economist Dr. John Blank said, “Room rates and restaurant numbers and hotel occupancies are strong right now.”
According to the city, Santa Clarita’s strong year can be attributed to several factors, including an improving regional economy and the fact that the area’s landmark attraction- Six Flags Magic Mountain- opened several new rides this year, including Superman: Escape from Krypton and Green Lantern: First Flight.
The City also successfully attracted several lifestyle spectator events, including the Amgen Tour of California cycling race and numerous team soccer and aquatic events.
“Our focus has been and will continue to be attracting a variety of sports and lifestyle tourism events to Santa Clarita and these efforts are paying off,” said City of Santa Clarita Mayor Marsha McLean.
Sports tourism is an important focus for the City of Santa Clarita. These efforts not only provide unique opportunities for residents; they also help Santa Clarita’s hotels maintain higher hotel occupancy levels.
In 2010 the City of Santa Clarita collaborated with five hotel partners to form the area’s first Tourism Marketing District (TMD) as part of the 21-Point Business Plan for Progress.
The TMD hotel properties collect an additional two percent assessment on visitor room nights, with assessment fees used to market Santa Clarita and support event attraction and retention.
The TMD efforts to raise awareness about Santa Clarita as a tourism destination are another component of the area’s tourism success in 2011.