Today the San Diego Tourism Authority (SDTA) announced the launch of its Tourism Accelerator pilot program—one of the first in the country—that is designed to promote diversity, equity and inclusion in the local tourism industry by providing free membership, mentoring, education and networking opportunities to businesses owned by people of color, LGBTQ+, women and veterans.
Bank of America and San Diego Gas & Electric are the co-sponsors of the pilot program, which will offer participants a suite services valued at over $10,000, including:
- Complimentary Membership in SDTA and free admission to select SDTA events as well as special access to SDTA senior staff, board members and program investors.
- Coaching from a dedicated mentor who is a successful operator or owner of a tourism or hospitality business.
- Financial coaching from Bank of America and legal training from Procopio.
- $500 voucher for a course through UC San Diego Extension.
- A $1,000 credit to use on SDTA’s digital advertising platforms.
- Two free quarter-page ads in both the San Diego Business Journal and San Diego Magazine for those businesses that are not already advertisers.
Julie Coker, SDTA’s president and CEO, said for San Diego’s tourism industry to thrive, it needs to reflect the diversity of the destination, build equity and promote inclusion to better serve the region’s residents while making it more welcoming for visitors.
“The aim of this Tourism Accelerator program is to extend industry support with real pathways to leadership within the local tourism community for the diverse businesses shaping San Diego’s vibrant cultural identity,” Coker said. “Now more than ever, we need people with a wide range of experiences and perspectives to help rebuild our tourism industry to ensure that it is one that provides opportunity for all.”
Bank of America and SDG&E both said they decided to sponsor the pilot program because it advances equity while growing the economy.
“Tourism and hospitality are key drivers of our San Diego economy. Bank of America’s investment into helping businesses led by members of disenfranchised communities such as people of color helps further our commitment to driving economic growth as well as help close racial equity gaps,” said Rick Bregman, president, Bank of America San Diego. “With
small businesses bearing much of the economic brunt of the pandemic, especially when people weren’t able to travel, it’s never felt more important to help these businesses thrive.”
“When diverse business enterprises in our region succeed, our entire region benefits economically and culturally,” said Christy Ihrig, vice president of operations support at SDG&E. “By supporting the Tourism Accelerator program, we can help create a more inclusive economy and equitable economic recovery.”
The year-long program will have an initial cohort of ten participants, but the SDTA is currently working to raise additional funds to extend and expand the program.
The selection criteria include:
- Applicants must be people of color, LGBTQ+, women- or veteran-owned tourism and hospitality businesses based in the San Diego region.
- Organizations must have operated for at least one year to qualify.
- Business categories may be, but not limited to, restaurants, retail, activities and attractions, museums, transportation, and meeting and event services.
- Excluded businesses: Any type of accommodation, airline or cruise line.
- Current or former Members of the San Diego Tourism Authority (and all affiliated organizations) are not
A diverse panel will review the applications while also considering the viability of the business model, business needs and commitment to community service as part of the selection process.
The deadline to apply is November 5 with those selected being notified by November 15.
For more information and to apply, visit: https://www.sandiego.org/accelerator