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!

Seaside Civic and Convention Center

The benefits and joys of life in our small coastal community are many. And just when you think you’ve seen it all, done it all and start thinking about heading to the big city you’re reminded that the Seaside Civic and Convention Center brings you the best of all possible worlds and you can stay right here

Learn More
View from the Hotel Seaside

A view from the old Hotel Seaside in the mid 1920s

Learn More
“Gee, the Water’s Fine”

A trip to the beach is not only fun, it's good for your health!

Learn More
Top Take-Out Spots in Seaside

Maybe you need a quick breakfast to fuel your day’s adventure? Or you’re hungry for dinner but too tired to venture out of you...

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
How to Start Cycling In Seaside

Few places in the Pacific Northwest are as primed for pedal-powered exploration as Seaside. I should know since I’ve ridden abou...

Learn More
Episode Four: the Seaside Museum & Butterfield Cottage

Audio walking tour of the Seaside Museum & Butterfield Cottage

Learn More
Step Into Vintage Charm at the Times Theatre

Moviegoers love a good comeback story, and that’s exactly what they’ll find at the “new” Times Theatre & Public House...

Learn More
Ice cream time in Seaside, Oregon
An Adventure to Share

A winning family vacation in Seaside, Oregon

Learn More
Why This Family Comes Back To Seaside Year After Year

The calm waters of the Necanicum River in Seaside, Oregon. Photo: Alex Butterfield There’s something comfortingly classic about ...

Learn More
Seaside Elk

I was driving into Seaside, along Highway 101 South, and had just passed the Circle Creek Campsite on the left, when I noticed several cars parked off the side of the road.

Learn More
Dedicated to the Promenade

It's been nearly 92 years since the inaguration of Seaside's Promenade

Learn More
Oregon Coast: Lodgings with a Tale to Tell

Historic coastal inn in Seaside, Oregon

Learn More
Ice cream time in Seaside, Oregon
And the winner is…

Customer Service Awards program in Seaside, Oregon

Learn More
Keeping Watch on Our Waters

Washington lighthouses, just an hour's drive from Seaside, are historic wonders

Learn More
Seaside Promenade

I walked along the Prom last weekend on a beautifully bright and sunny day and found myself surrounded by walkers, runners, people on all sorts of wheels, strollers, couples holding hands, and dogs of all sizes leading their people around. I also heard all sorts of accents and languages-and saw plenty of cameras.

Learn More
Seaside Inside: The Historical Edition

Above photo: A group plays the historic arcade game, Fascination at Funland Arcade in downtown Seaside, Oregon. Seaside is a popul...

Learn More
The Succulent Season

Celebrating the arrival of the Oregon Coast

Learn More