This year’s San Diego Open, which took place at Barnes Tennis Center from Jan. 26 through Feb. 1, exemplifies how strategic event growth translates into hotel revenue. By adding a women’s competition to its existing men’s tournament, the event saw hotel room night bookings increase more than 50% over the original projected number of nights.
The organizers, Youth Tennis San Diego, a nonprofit 501c3 organization, were able to grow the event to the benefit of their mission and tennis-loving community and also to the benefit of the local tourism economy. The result: more winter hotel bookings and a stronger return on investment (ROI) for SDTMD
What SDTMD Funded at the San Diego Open
SDTMD’s past support has helped establish this professional tennis tournament as a proven draw for fans and players alike. In FY26, the organization awarded a $30,000 tourism marketing grant to Youth Tennis San Diego. When a last-minute opportunity arose to expand the event by hosting the W100 Women’s in addition to the existing ATP 100 Men’s Challenger competition, organizers did not request additional SDTMD funding. The result? A larger event with more players and spectators booking hotel room nights, yielding a significant increase in ROI for the grant.
Winter Room Night Growth from San Diego Open
The scaled-up event delivered measurable impact for hotels and exceeded expectations. Room nights increased from 505 to 768, and the SDTMD’s ROI increased from 4.5:1 to 6.6:1.
Hotel Room Nights
Return on Investment
The scaled-up event delivered measurable impact for hotels and exceeded expectations. Room nights increased from 505 to 768, and the SDTMD’s ROI increased from 4.5:1 to 6.6:1. This boost in visitors came during the winter season, when San Diego hotels benefit most from demand generated by events.
By the Numbers: SDTMD ROI at a Glance
$30,000
SDTMD grant
768
Hotel Room Nights
$269
Average Daily Rate
$197,984
Room Revenue
6.6:1
ROI
How Events Like This Support Year-Round Hotel Demand
The San Diego Open is one of several sports events that benefit from SDTMD support in FY26. Its growth this year reinforces the value of investing in proven programs that drive hotel demand, especially during lower-occupancy months.
Featured Image credit: Barnes San Diego
