One of the primary ways that the SDTMD works to bring visitors to San Diego, and increase room night stays, is through the direct funding of contractors for various events and programs. Funding is requested through the annual application process. The following contractors were awarded funding for FY2020.
| Entity/Purpose | Date | Allocation |
| San Diego Tourism Authority (SDTA) | n/a | $46,202,838 |
| Best Coast Beer Fest | March 20-22, 2020 (POSTPONED) | $60,000 |
| California Police Athletic Foundation — US Police & Fire Championships | June 2020 | $75,000 |
| California State Games — Summer/Winter | July 11-14, 2019; Feb./Mar. 2020 | $175,000 |
| Gator By the Bay | May 7-10, 2020 | $70,000 |
| La Jolla Concours D’Elegance | April 16-19, 2020 (POSTPONED) | $60,000 |
| Pro-Am Beach Soccer — National Championships | Dec. 6-8, 2019 | $30,000 |
| San Diego Bay Wine & Food Festival | Nov. 10-17, 2019 | $74,500 |
| San Diego Bayfair/Thunderboats | Sep.12-15, 2019 | $95,000 |
| San Diego Bowl Game Assoc.— Holiday Bowl | Dec. 2019 | $410,000 |
| San Diego Brewer’s Guild — San Diego Beer Week | Nov. 1-10, 2019 | $31,000 |
| San Diego Crew Classic — Spring | Apr. 3-5, 2020 (POSTPONED) | $195,000 |
| San Diego Diplomacy Council | n/a | $38,000 |
| Spartan Race | April 11, 2020 | $41,250 |
| Surf Cup — Thanksgiving Challenge | Nov. 22-24, 2019 | $40,000 |
| US Summer Soccer Showcase | June 18-30, 2020 | $500,000 |
| USA Ultimate Frisbee | Oct. 24-27, 2019 | $30,000 |
| USTA Billie Jean King Girls National Championship | Aug. 3-11, 2019 | $50,000 |
| Wonderfront | Nov. 22-24, 2019 | $500,000 |
| TOTAL | $48,592,088 |