Lodging revenues up in fiscal year, Dunn tells board

Carson City lodging revenues are up significantly in 2014, the Convention and Visitor’s Bureau board was told Monday.

For all hotels and motels in the city from January through April, revenues exceeded $3.6 million and were up 5.56 percent compared to the previous year, according to Joel Dunn, bureau executive director. He pointed out that increase came despite 2013 being a year the Nevada Legislature met. Revenue for all properties through April were up 13.46 percent from 2012, a comparable nonlegislative year.

“These are great numbers,” said Dunn. “We’re doing exceptionally well in comparison to the region.”

The report included breakouts for the top 13 properties at $3.4 million and the top five at $2.5 million, both up from the previous year and significantly up from 2012.

Dunn also provided data for the top 13 properties covering the trailing 12 months, with the revenue at $13.8 million and the increase from last year more than 13 percent. Compared with 2012, the boost was nearly 15 percent.

The bureau operates primarily on lodging tax take, which is why both Dunn and members were glad to see the ascending numbers.

Dunn also reported that by the end of Fiscal Year 2013-14, which is June 30, the bureau’s projected revenue will be $1.495 million.

He told the board he had purchased a mobile van to help market the city at events and conventions next fiscal year. The cost was $19,000 for the van, which was budgeted at $30,000, but Dunn has yet to get it painted to suit the city’s visitor marketing needs. He said the van, a refurbished 1961 Willys, is perfect for the job and just the right size for outdoor events in tight quarters, or even for indoor convention facilities around the region.

In addition, Dunn provided a marketing report focused on social media. He said it is reaching the right people in the target market for outdoor activities and other attractions in and around Carson City. He said 63 percent of more than 10,000 people reached via a certain method are checking things out on mobile devices, which is good, adding “we’re only about four months in” on this aspect of the social media campaign.