History & Background

About Discover Coronado

In July 2010, the Coronado Tourism Improvement District (CTID) was formed under the Parking and Business Improvement Area Law of 1989. The CTID was originally established to promote Coronado as a year-round destination for visitors across the bridge and across the country.

In July 2011, the CTID was incorporated as a 501 (c) 6. Advisory Board Members serve a dual role as the Board of Directors for the non-profit organization. It is comprised of representatives from the four assessed resorts, two at-large members and one representative from Coronado Historical Association (CHA)/Coronado Visitor Center, Coronado MainStreet and Coronado Chamber of Commerce.

The CTID began exiting the leisure travel category in July 2014 in favor of attracting group meetings to the four assessed resorts.

The CTID does not receive funding from the City of Coronado, local businesses, residents or the State of California. It does not accept donations, pursue grants or fundraise in any manner. In June 2015, a second Coronado Tourism Improvement District (District Two) was established to further position Coronado as a destination for conventions, group meetings and executive conferences. As with the original, the second district is also funded by a ½% assessment paid by groups and guests of the four qualifying resorts. Unlike the original, District Two is solely intended for group meeting acquisition and offers no community programs.

Funding for District One comes from a ½% assessment on gross room revenue at Coronado resorts with ninety rooms or more: The Hotel del Coronado, Loews Coronado Bay Resort, Marriott Coronado Island Resort and Glorietta Bay Inn. A portion of the District One assessment helps pay for Discover Coronado’s community programs.

Since the CTID’s shift towards group meetings, conventions and executive meetings in 2014, the name of the organization (Coronado Tourism Improvement District) became an odd fit. Tourism is associated with leisure, non-business guests, and the name did not resonate with potential group meeting clients. But before considering a more appropriate company name, the Board amended its mission statement in 2017 to underscore its allegiance to locally-operated businesses: “To enrich our community by positioning Coronado, and its resorts, as a premier meeting destination.”

With the mission statement finalized, the Board then voted to change the name of Coronado Tourism Improvement District to one that is more meaningful to clients in the convention industry. After an exhaustive analysis, they approved the name Discover Coronado because the organization’s core business is helping meeting planners discover the destination, often for the first time.

Discover Coronado will continue to be under the direction of the Coronado City Council, providing quarterly reports and an annual review, service plan and budget.

Monthly meetings of Discover Coronado are open to the community with opportunities for comment from local businesses, organizations and residents.