Council to Open Public Testimony on Renewal of Tourism Business Improvement District, This Time for a 10-Year Term

The Pasadena Tourism Business Improvement District (PTBID), a program that funds marketing and sales promotion efforts that bill Pasadena as a travel destination and which benefits local lodging businesses and the city’s economy, is up for renewal.

Pasadena hotels and the Pasadena Center Operating Company,  a nonprofit organization that manages the Pasadena Convention Center, Civic Auditorium, Convention and Visitors  Bureau, and Ice Skating Rink, want to renew the District for a 10-year term.  

The City Council will hold a public hearing on Monday to hear from members of the public who want to comment on the proposed renewal of the district.

The Pasadena Tourism Business Improvement District collects an assessment fee from hotel guests as a room tax, and uses the proceeds to attract more visitors to Pasadena.

The City Council will decide whether to renew the district after receiving the public’s comments. 

If approved, the renewal would take effect on July 1, 2023.

“Tourism is essential to the local economy, providing an indispensable source of job creation,” wrote PCOC Chair and Councilman Tyron Hampton to Mayor Victor Gordo. “More overnight stays, retail sales, and restaurant purchases result in more revenue and economic growth.”

“With competitor destinations raising their budgets, and increasing rivalry for visitor dollars, it is important that Pasadena lodging businesses invest in stable, lodging-specific sales and marketing programs,” Hampton pointed out.

Hampton said that the PTBID program has enabled Visit Pasadena to fund different sales and marketing initiatives that have increased the demand for travel to Pasadena. He said that they have attracted national and international conventions and meeting business to the city by showcasing its venues, attractions, and amenities. 

He also said that Visit Pasadena has used advertising, social media campaigns, and public relations efforts to generate millions of impressions for Pasadena and its local tourism businesses among potential visitors.

The Council will not take any action at the public meeting. Rather, holding the public meeting is a required element of the PTBID renewal process.

Pasadena Center Operating Company CEO Mike Ross said the tourism industry needs continuing investment in sales and marketing to attract visitors and events.

“Our hotel occupancies have rebounded. Our Convention Center schedule is jam-packed with conventions, meetings, shows and concerts. The Rose Bowl Stadium has a tremendous lineup of festivals, concerts, and sporting events,” said Michael Ross, CEO of the Pasadena Center Operating Company. “In order for the tourism industry to continue to fuel our economy, we need to invest in destination sales and marketing efforts to compete for visitors, meetings and events.”

Also arguing in favor of renewing the District, Mike Owen, General manager of the Courtyard by Marriott Old Town Pasadena, said “Visit Pasadena’s aggressive efforts the past few years has been impactful in fueling the hospitality industry recovery and driving more travel to Pasadena. They are truly able to influence the market on key dates and this has been vital to hotels meeting monthly and quarterly goals and keeping team members working as many hours as possible.”