Comstock's magazine 0818 - August 2018 - Page 77

SPECIAL PROMOTIONAL SECTION generated from a contract — won’t be re- alized unless new hotels are added to the downtown and overall market.) The benefits seemed too good to pass up, Warren says, so instead of waiting for the City to pay later, hotel operators agreed to create a tourism improvement district to The Sacramento Convention Center entrance on J Street. raise the necessary $40 million. About 70 percent of hoteliers in various zones voted in favor of the assessment, which will be added to hotel room rates, according to Warren. “Bottom line is with the additional ball- room and a focus on going after groups that other markets turn away regularly due to smaller size,” he says, “we see a great opportunity to marry together and secure new group business and keep our current, very important groups as well.” For Testa of Visit Sacramento, this as- sessment signifies the power of collabora- tion, and how local businesses can work together for the common goal of driving the whole region to a better, more compet- itive tomorrow. “Private businesses were willing to as- sess themselves to drive public revenues,” Testa says. “City, county and local resi- dents will reap financial rewards of some- thing they don’t have to pay for.” n Russell Nichols is a freelance writer who focus- es on technology, culture and mental health. His work has appeared in The Wall Street Journal, The Boston Globe, Governing Magazine and Government Technology. On Twitter @russellnichols. August 2018 | 77