San Diego Bay Wine + Food Festival 

The San Diego Bay Wine + Food Festival is one of the nation’s largest culinary events and draws more than 10,000 attendees who stay and spend while in the City of San Diego. Featuring a week full of events, the Festival puts a national spotlight on the city’s growing culinary tourism industry and culminates in a Grand Tasting held at Embarcadero Park North. Since 2015, the Festival has included a three-day educational conference for wine professionals called SommCon. With funding from SDTMD, SDBWFF was able to expand its multi-phased year-round marketing program to attract more out of town visitors to the event. The event succeeded in generating more than $1.5 million in room night revenue for a return on investment of $25 for every SDTMD dollar spent.

 Key highlights:

  • SommCon attracts an additional 1,000 affluent, professional attendees to the event
  • Approximately 36 percent of attendees come from outside of San Diego
  • The Festival takes place across the City with more than 50 featured events ranging from downtown and Little Italy to Mission Valley and the beach communities

ROI 25:1

FY 2019 Funded Amount$62,178
Hotel Room Nights5,919
x Average Daily Rate$265.00
= Total Room Night Revenue$1,568,535