Modesto: The Restored CVB Ushers in a Thriving Tourism Scene

“More people, businesses and organizations are choosing Modesto to host their events in recent years, so let’s continue showing them what our great city is all about!” observed Thomas Reeves, Community & Media Relations Officer at the City Manager’s Office, in July 2019.

At the heart of the city’s efforts to promote a flourishing economy and community spirit is the Modesto Conventions and Visitors Bureau (CVB).  The CVB has undergone an intensive restoration period spanning four years. With goals to become independent of the city and a mission to move into a new Visitors Center, the Bureau relaunched in July of 2019 under the direction of Todd Aaronson and a new Board. 

Far from having to thinly spread its funds into the future, the CVB now plans to double its budget!  To those familiar with strategic funding, it’s no surprise that a tourism improvement district is greatly contributing to that expanded budget. Beginning in August of 2019, the Modesto Tourism Marketing District (TMD) was established with an initial assessment rate of 1% of gross short-term room rental revenue.  The TMD is expected to raise just over 300 thousand dollars for each full year of operation. Lodging business owners paying the assessment will be working with the CVB to increase overnight room stays by drawing visitors and raising awareness of Modesto’s unique amenities, agricultural bounty and diverse cultural programs. Though Modesto is also known for its central location and hospitality, the relaunched CVB will be promoting its robust food scene, art galleries, elegant theaters, and trendy concert venues that create the heartbeat of this charming yet understated city.

In welcoming the launch of the Modesto TMD and the renewed CVB, Mr. Reeves states: “They have some great things coming to showcase the heart and soul of Modesto, especially as we begin to celebrate the 150 year history of our city! We are very excited to partner with the CVB and help usher in Modesto’s flourishing tourism.”

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