Revenues from the hotel/motel tax in Peachtree City are up for 2014. Convention and Visitors Bureau (CVB) Executive Director Nancy Price commenting on the increase said the market is strong and growing.
Price said the hotel/motel tax revenue for the city’s five hotels and two conference centers has increased substantially for fiscal year 2014.
“The market is currently very strong and appears to be steadily growing,” Price said. “While comparing the data in several different categories for the past 12 months (September 2013-September 2014) the seven Peachtree City properties have shown an increase collectively in every category.”
Price said hotel occupancy has increased 16.3 percent and is currently at 64.9 percent, although May, June, August and September exceeded 70 percent. Average Daily Rate (ADR) has increased 2.8 percent and total revenue has increased 19.6 percent, she said.
CVB uses the monthly STAR (Smith Travel Accommodation Report) report, the destination industry’s tool for hotel owner, operators and hospitality professionals to benchmark trends and property performance compared to its competitive aggregate and general market, Price said.
“In the tourism world, the standard and most widely recognized form of measurement of success is in direct relation to hotel/motel excise tax. For Peachtree City, that measurement has seen a strong percentage of growth for 2014,” Price said.
Price said the excise tax funds the CVB and contributes substantially to the city coffers. Of the 8 percent collected, 4 percent of the tax is allocated to the CVB. The city retains the other 4 percent, with 3 percent being used for unrestricted use and the remaining 1 percent being used by the city for restricted use as defined by the state for Tourism Product Development (TPD).
Approved expenditures for the TPD may include capital costs and operating expenses for items such as sports stadiums, arenas and complexes, visitor information and welcome centers, way-finding signage, performing arts facilities, recreational facilities and more, Price said.
“The past year has been a very successful year for the Peachtree City Convention and Visitors Bureau” said Price. “The Visitors Center has experienced record numbers of visitors utilizing its services, the Visitpeachtreecity.com web site has been redesigned to better showcase area hotels, restaurants, retail and the city’s varied amenities. The Southern Hollywood Film tour operated by the CVB has been updated to include Pinewood Studio information and additional coverage about ‘The Walking Dead.’ Other more recent film activity and sports tourism efforts have proven fruitful with the success of recruiting national brands such as the Divas Half-Marathon.”
