Representatives from Explore Canton presented metrics and marketing plans to Canton’s City Council on July 3, reporting marked increases in website traffic, social engagement and earned‑media reach.

Jackie (Explore Canton) said the organization’s website, live for two years, grew from 25,000 users in the first year to about 86,000 users (noted as 244% growth), with roughly 2.5 million Google impressions. She noted average monthly users of about 7,200 and said key searches relate to events, restaurants and attractions, with River Rock Festival, Christmas in Canton and the Canton Farmers Market among top draws. Jackie said event visitation estimates come from Placer AI geolocation data and that hotel stays have grown (staff cited 65,000 hotel stays in 2022, 84,000 in 2023 and 91,000 in 2024), with corresponding hotel‑motel tax increases.

Dana Cox, board chair, outlined planned printed and out‑of‑home marketing: a 5x7 visitor’s guide (5,000 printed copies) distributed to state visitor centers and local partners, a one‑year Lamar Advertising contract for three billboards estimated to generate nearly 1,000,000 weekly impressions, rack card placement at LakePoint Sports, and an unmanned promotional container at that venue. Staff also discussed earned‑media valuation (an estimated $144,000 equivalent) and support for local businesses via organic marketing and collaborations.

Council members thanked the Explore Canton team and noted that the proposed FY26 budget includes funding for regional tourism efforts.

What’s next: Explore Canton will continue implementation of the visitor’s guide, billboard campaign and event promotion; staff said the visitor guide will be uploaded as a digital file for broader distribution.