Temecula: Tourism’s Impact on the Temecula Valley Wine Country is now $1.1 Billion


Visiting the Temecula Valley may no Longer be the Hidden Gem as so many have Claimed it to be

By Annette Brown

The Temecula Valley Wine Country, one of southern California’s popular tourist destinations announced today it reached the one-billion-dollar level in tourism economic impact.

In addition, Visit Temecula Valley claims it received 3.1 million visitors to Temecula Valley Southern California Wine Country in 2018. This amounts to a 26-percent year over year increase in visitor spending.

Its convenient location has always been a significant factor to their high visitation, only one hour from most southern California major airports and attractions, and 90 minutes from Los Angles; however, unity has also been key to their success. The milestone visitor spending is also a testament to strong, inclusive, strategic partnerships that Visit Temecula Valley, the City of Temecula, Pechanga Development Corporation, Riverside County, Temecula Valley Winegrowers Association, and Temecula Valley Chamber of Commerce sustain, and their enduring commitment of working together as a united industry and voice.

Consistently from year-to-year, most of the local, direct Temecula visitor spending is generated by overnight hotel, motel, B&B, and short-term vacation rental guests,” explained Kimberly Adams, Visit Temecula Valley founding President and CEO.

In 2018, these overnight guests spent a significant, milestone $705 million of the total $1.1 billion in visitor spending. Visitors traveling 50 miles or more, one-way from their homes on “day trips” to Temecula Valley spent a considerable, record-breaking $281 million. Guests staying overnight with family and friends who reside in Temecula Valley, and guests staying at campgrounds and RV resorts, accounted for $77 million in direct, local, travel spending.”

Together, Pechanga Resort Casino, Old Town Temecula, and Temecula Valley Wine Country have built a thriving destination,” explained Jared Munoa, Pechanga Development Corporation President. “More visitors spent more money in the Temecula Valley than ever before because they liked the many positive attributes the valley offers for unique vacations, getaways, and business trips. We are proud of this.”

Consistently for nearly a decade and importantly, tourism and hospitality provide significant, positive economic impact that helps to sustain a broad spectrum of local businesses,” said Scott Wilson, 2019 Visit Temecula Valley Chairman of the Board, and Pechanga Director of Sales. “In 2018, all commodities, across all sectors experienced milestone sales with healthy increases of at least 20% over the prior year. Visitors spent $409 million on arts, entertainment, and recreation; $198 million on food and beverage services; $127 million on off-premise food and beverage including wine sales; $117 million on accommodations; $107 million on retail; and $106 million on local transportation.”

In 2018, there were a record-setting, nearly 9,000, tourism-related, self-employed, salaried, fulltime, and part-time positions directly attributed to travel-generated employment,” explained John Kelliher, 2019 Visit Temecula Valley First Vice Chairman, Grapeline Wine Tours founder and owner, and Visit California board member. “Of the total, 7,530 are leisure and hospitality positions with accommodations, food service, and arts, entertainment, and recreation establishments. An additional 1,290 positions include retail, tours, transportation, and winery establishments.”

Also a record-milestone for 2018, travel-generated state and local tax revenue neared $45 million in 2018,” Kelliher continued. “Over 90 percent of this state and local tax revenue was paid by visitors through lodging, sales, and motor fuel taxes.”

The tremendous growth in local, direct, visitor spending is greatly attributed to the $300 million Pechanga Resort expansion that nearly doubled guest room capacity to 1,090 – a definitive catalyst for increased visitor spending,” Adams continued. “Previously, room demand had outpaced supply. A goal for the Temecula Valley travel and tourism industry is additional, high-end lodging accommodations.

To that objective, the 180-room Truax Boutique Hotel and Marketplace development has the potential to transform Old Town Temecula. Under construction in Temecula Valley Wine Country is the 78-room Europa Village expansion, and in the planning stages is Twelve Oaks Resort & Winery.”

Photos by Mike Clary

Press Release Provided By Visit Temecula Valley

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