TO: ADAM PIRRIE, CITY MANAGER
FROM: JAMIE EARL, ASSISTANT CITY MANAGER
DATE: MAY 26, 2026
Reviewed by:
City Manager: AP
SUBJECT:
Title
CLAREMONT TOURISM BUSINESS IMPROVEMENT DISTRICT ANNUAL REPORT (FUNDING SOURCE: GENERAL FUND)
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SUMMARY
The Claremont Tourism Business Improvement District (CTBID or “District”) was established by City Council resolution on November 10, 2009, pursuant to the California Property and Business Improvement District Law of 1994, to promote tourism in Claremont. The CTBID levies a two percent assessment on certain lodging businesses to carry out specified activities and services. This assessment is collected by the City on behalf of the CTBID in a manner similar to the ten percent Transient Occupancy Tax (TOT) levied by the City on hotels in Claremont.
On January 1, 2010, the City of Claremont signed a formal agreement authorizing the Claremont Chamber of Commerce to administer the CTBID for an initial five-year term (expiring December 31, 2014). In June 2014, the City Council approved a resolution renewing the CTBID for an additional ten-year term (January 1, 2015 to December 31, 2024). On January 14, 2025, the City Council approved a resolution renewing the CTBID for a second ten-year term (January 1, 2025 to December 31, 2034).
This report outlines key highlights of the CTBID Annual Report (Attachment A) and CTBID Annual Budget (Attachment B) submitted by the Chamber of Commerce as administrators of the CTBID.
RECOMMENDATION
Recommended Action
Staff recommends the City Council receive and file the Claremont Tourism Business Improvement District Annual Report.
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ALTERNATIVES TO RECOMMENDATION
In addition to the recommendation, there are the following alternatives:
A. Request additional information.
B. Take no action.
FINANCIAL REVIEW
The CTBID Board approved an initial calendar year budget of $363,396 for 2025 (Attachment B). Additional expenditures were approved in subsequent CTBID meetings. CTBID expenditures for 2025 totaled $377,761. The CTBID checking account balance and the CTBID Reserve Fund maintained by the Claremont Chamber of Commerce on January 1, 2026, were $44,582.54 and $26,902.85, respectively. The total amount paid by the City to the CTBID for the four quarters of 2025 totaled $323,148.
Staff support for the District as well as the time to prepare documentation and complete the staff report is estimated at $1,000. These costs consist of staff time allocated to the project and are included in the operating budget of the Administrative Services Department.
ANALYSIS
Report Overview
Staff has reviewed the report and finds that it provides the required description of improvements and activities conducted by the District in 2025. Additionally, the District is required to explain any changes to its boundaries. No such changes occurred in 2025, nor are any planned for 2026. Assessment amounts and methodology also remain unchanged at two percent of room rates collected via a similar methodology to Transient Occupancy Tax.
Key highlights outlined in the 2025 Annual Report include:
• The CTBID funded a ¼-page ad in the 2025 California Visitor Guide. The ad provided placement on the pullout visitor map, an additional Claremont destination listing, and incoming visitor leads for future outreach. The CTBID mailed the 2025 Claremont Visitor’s Guide to fulfill over 400 incoming requests generated from this during 2025.
• The Chamber of Commerce moved to further adapt the Discover Claremont brand in the redesign of its office space and the visitors' welcome center. The CTBID provided supplemental funding to support the Welcome Center redesign and decor. Since reopening in December 2025, visitors are now greeted with a warm, inviting environment-complete with coffee, tea, light snacks, and a friendly team ready to share all the ways to stay, explore, and experience the very best of Claremont.
• Additionally, The Claremont Store, a curated retail experience designed to celebrate and promote our community, was launched. Featuring branded merchandise with the City of Claremont, Discover Claremont, Claremont Established, and Route 66 items, the store helps extend awareness of Claremont beyond our borders while encouraging visitors to return and engage locally.
• For the first time, the CTBID worked with the Claremont Chamber to support its efforts to promote holiday shopping and stays in Claremont in a campaign themed "Joyfully Unexpected." The District funded program management and social media support through its contractors and provided boosted posts and additional media outreach support.
• The CTBID joined Pomona College in supporting the annual Midsummer Theater Festival as a summertime opportunity to generate additional room nights. Media relations efforts, social media outreach, and posts helped to promote this year’s festival. The CTBID also sponsored Claremont Heritage's annual home tour weekend, including media outreach and sponsor posts. Heritage reported this is the first year it has sold out its home tour tickets in advance.
2025 Statistics
The DiscoverClaremont.com website serves as a landing page for CTBID’s marketing efforts, directing traffic directly to hotel sites for bookings. Google Analytics tracked more than 145,000 unique visitors to the site in 2025 and directed 1,469 visitors to the hotel’s booking sites (with another 12,500 directed to a linked Claremont business or event).
|
Discover Claremont measured website traffic |
2023 |
2024 |
2025 |
|
Website visits |
137,035 |
193,037 |
172,509 |
|
Website unique visitors |
106,437 |
163,892 |
145,769 |
|
Website pageviews |
214,000 |
291,624 |
241,293 |
Additionally, the CTBID began working with new local and regional contractors to create content shared on both Discover Claremont’s and the Claremont Chamber’s channels. The total organic and paid social media reach for Discover Claremont in 2025 was 3.27 million impressions: 2.06 million on Facebook, 1.2 million on Instagram.
|
Discover Claremont |
Jan. 1, 2024 |
Jan. 1, 2025 |
Jan. 1, 2026 |
|
Facebook followers |
17,100 |
17,330 |
17,760 |
|
Instagram followers |
8,100 |
10,630 |
14,192 |
|
Pinterest followers |
687 |
693 |
696 |
|
YouTube subscribers |
181 |
223 |
246 |
RELATIONSHIP TO CITY PLANNING DOCUMENTS
Staff has evaluated the agenda item in relationship to the City’s strategic and visioning documents and finds that it applies to the following City Planning Documents: Council Priorities, Economic Sustainability Plan, General Plan and the 2024-26 Budget.
CEQA REVIEW
This item is not subject to environmental review under the California Environmental Quality Act (CEQA).
PUBLIC NOTICE PROCESS
The agenda and staff report for this item have been posted on the City website and distributed to interested parties. If you desire a copy, please contact the City Clerk’s Office.
Submitted by: Prepared by:
Jamie Earl Katie Wand
Assistant City Manager Deputy City Manager
Attachments:
A - 2025 CTBID Annual Report
B - 2025 CTBID Annual Budget