Measuring Seaside's Success - Seaside Oregon

Hospitality Industry

Measuring Seaside’s Success

August 27, 2014 | by Jon Rahl

The barometer for marketing and advertising success of a destination can be tough to measure. There are several metrics we have access to, and the growth of social media (especially Facebook for the Seaside Visitors Bureau) has provided some of the best options for measurement. But the ultimate measurement tool – especially as it relates to funding for the City of Seaside Visitors Bureau – is bed tax receipts.

Every guest that visits Seaside has an eight percent (8%) local lodging tax (bed tax) added to their stay. An additional one percent (1%) is collected for the state, which, like our transient tax, is used to promote travel to our state and region. The easiest way to break that down is by looking at Joe Public who chooses to stay at a Seaside lodging establishment at a rate of $100 per night. If Joe stays one night (assuming he has no other incidental charges), his balance at checkout would be $109, with eight dollars collected for the City of Seaside and one dollar collected for the State of Oregon.

Of those eight dollars, 20.1 percent (in this case $1.61) of that is earmarked and allocated to promote and advertise the city through the Tourism Advisory Committee (aka the Seaside Visitors Bureau). Multiply the 750,000 to 1,000,000 people that visit Seaside each year (many staying one or multiple nights) and the Visitors Bureau has a budget from which it is then permitted to develop tools and advertisements to encourage tourism in our community.

Bedtaxgraph-14Which brings me to a quick recap of the one barometer that truly gives us some incredible feedback on how well our efforts are doing. For the fiscal year ending June 30, 2014, the City of Seaside collected $3,108,316 in lodging tax receipts. This represents a 4.57% increase over the 2012-13 fiscal year, which had been our previous record year with collections totaling $2,972,475. Going back one year further (and looking at the 2011-12 fiscal year), our collections totaled $2,564,881, so our growth has come a long way in the past two plus years.

The included chart looks at the last ten years of growth, decline and then growth again over the past three years. What this doesn’t include is a quarter-by-quarter look (figures are collected four times per year). With the close of the recent fiscal year, the quarter ending June 30 represented the tenth consecutive quarter of year-over-year growth. Beginning with the quarter ending March 31, 2012 through the most recent quarter, we’ve seen an uptick in numbers over the previous year’s quarter. That’s good news for Seaside and something we will work hard to continue in the coming months and years.

and so much more!

A Little Kid on a Big Beach

At the beach, the world feels wild and young again. This photo of an anonymous 3 year-old boy in the early 1940s is an iconic portrayal of Seaside’s treasured experience.

Learn More
A group of women prepare to learn surfing in Oswald West State Park. Photo by Justin Bailie.
New Year, New Adventures

Instead of starting the new year by committing to breaking bad habits — and then forgetting that you even made the resolution ...

Learn More
Northwest Travel Magazine: Gilbert District

For more than 100 years, the Gilbert District has been a big piece of Seaside's core.

Learn More
Destinations Magazine: Great Escapes

Vacations are the “great escapes we need,” says Destinations magazine, “to relax, recharge and rejuvenate oursel...

Learn More
Honeymooning in Seaside

Part of the fun of planning a wedding is also planning the honeymoon (and I’ve been collecting ideas for both)! Many couples dream of the ideal honeymoon location, and on the top of their list should be Seaside! Sand, sea, and surf, along with amazing places to stay, eat, and be merry.

Learn More
Saddle Mountain State Park Excursion

A day trip to Saddle Mountain adds diversity to Seaside as a destination vacation.

Learn More
Sweets in Seaside

Confections conjure up memories of visits to Seaside Oregon as a child.

Learn More
Episode One: Grave of the Unknown sailor

The Seaside Audio Walking Tour exploring the mysterious grave of the unknown sailor.

Learn More
SOLV Beach Clean Up

When I look at our beaches I don’t see garbage. I see a breathtaking coastline, and I think how lucky we are to have such pristine beauty right in our own backyard. I believe most beachgoers, both locals and tourists, are conscientious about disposing their refuse properly after a day playing on the beach. So why do we have the SOLV beach cleanup twice a year?

Learn More
Playland: Amusements in the 1930s

Recognize this classic Seaside landmark? For just over sixty years, countless kids and adults have come to the Oregon Coast to get...

Learn More
A Seagull’s View

Aerial shot of Seaside Oregon from the 1920s

Learn More
“World’s Largest”

A quick recap of Seaside

Learn More
Oregon Coast: Lodgings with a Tale to Tell

Historic coastal inn in Seaside, Oregon

Learn More
Snail Mail: the Agony & the Ecstasy

Snail mail in Seaside circa 1909.

Learn More
How To Paddle Seaside

Kayaking and paddle boarding options abound in Seaside, Oregon. Find out what you need to know to float the coast....

Learn More
The Best Part of Waking Up

Delicious breakfast dining at favorite Seaside local hot spots.

Learn More
Beach Access for Everyone

Beach Wheelchair Access is Growing on the Coast Seaside is proud to be among a small number of coastal towns in Oregon to offer fr...

Learn More