To fund destination marketing and tourism-generating programs and events that increase hotel occupancy, room revenue and broader economic impact for the City of San Diego.
The San Diego Tourism Marketing District’s clearest pattern is a single large annual allocation to the San Diego Tourism Authority: $48,765,309 in 2025, following $37,418,777 in 2024 and $25,462,611 in 2023. That sequence shows a funder built around sustained destination marketing, not one-off philanthropy. Around that core, the district also backs event-driven tourism work that is meant to lift hotel stays, visitor spending, and room revenue in San Diego. Recent awards show support for sports, festivals, and civic events that can bring overnight demand into the city. Sports Sd Inc received $1,617,035 in 2025, while the San Diego Bowl Game Association received $1,336,550 in 2024 and $414,654 in 2023. Wonderlust Events LLC was funded in both 2024 and 2025 at $250,000 each year, and the San Diego Crew Classic received $127,811 in 2025 after $125,500 in 2024 and $94,374 in 2023. The district’s grantmaking is tightly tied to tourism outcomes and repeat program support within San Diego.
Tourism marketing is the district’s central lane. Its annual allocation to the San Diego Tourism Authority funded destination marketing programs and activities designed to drive hotel room nights and visitor spending. That same logic appears in competitive marketing grants and contractor funding tied to overnight hotel stays in the City of San Diego. Event support is another major area. Wonderlust Events LLC received $250,000 in both 2024 and 2025, and the grants were structured around events that can generate tourism demand. Sports tourism also features prominently. Sports Sd Inc received $1,617,035 in 2025, while the San Diego Crew Classic received $127,811 in 2025 and $125,500 in 2024, showing consistent support for sporting events that bring visitors. The district also funded cultural and heritage programming, including La Jolla Historical Society at $74,500 in 2024 and $73,887 in 2025.
Typical grants fall in the mid-five-figure to low-six-figure range, with a p25 of $62,178, a median of $95,000, and a p75 of $160,000. The distribution is more concentrated at the top because a few annual destination-marketing awards are much larger than the event-level grants. The pattern also shows repeat recipients across multiple years, especially for destination marketing, sports events, and recurring tourism programming. The district appears to operate through a programmatic grant structure rather than individual giving, and it does not make program-related investments. Active funding channels include a competitive application cycle, annual contractor funding, and city portals that post grant opportunities.
$51.5M
$32.2M
$53.8M
$52.8M
Most grants fall between $62K and $160K, with a median of $95K.
25th Percentile
$62K
Median
$95K
75th Percentile
$160K
About 97% of grants go to recipients in CA.
RICHARD BARTELL
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Grantmaking is overwhelmingly local: 97% of grants go to recipients in California, and every grant in the recipient-country data is in the United States. San Diego is the main recipient city, with multiple awards to organizations in SAN DIEGO, CA across marketing, sports, and event funding. Nearby recipients also appear, including LA JOLLA, CA, EL CAJON, CA, and RAMONA, CA. The pattern points to a San Diego-centered funding footprint with occasional support to organizations elsewhere in the county.
It funds tourism marketing, event grants, sports event support, meetings and conventions, and destination promotion. The largest recurring award is the annual allocation to the San Diego Tourism Authority, which is tied to destination marketing programs that drive hotel room nights and visitor spending.
Typical grants cluster around five and six figures, with a p25 of $62,178, a median of $95,000, and a p75 of $160,000. The range includes both much larger annual marketing allocations and smaller event-focused awards.
Yes. Several recipients appear in multiple years, including the San Diego Tourism Authority in 2023, 2024, and 2025; the San Diego Bowl Game Association in 2023 and 2024; Wonderlust Events LLC in 2024 and 2025; and the San Diego Crew Classic in 2023, 2024, and 2025.
It is highly local. 97% of grants go to recipients in California, and the recipient-country distribution is entirely U.S.-based. Recent grants cluster in San Diego, with additional recipients in La Jolla, El Cajon, and Ramona.
Active programs include the SDTMD Competitive Marketing Grants cycle, FY24 funding application notices, and the City Nonprofit Funding Portal, which links to current grant opportunities and application instructions. The district also has archived annual application materials showing a formal application process for contractor and grant funding.
2025
Source: IRS Form 990-PF, fiscal year 2025.
Financiamiento actual y próximo de San Diego Tourism Marketing District al que tu organización sin fines de lucro podría postularse.
¿Quién puede postularse? Nonprofit arts and cultural organizations, individual artists, and community groups per specific grant guidelines. Eligibility varies by program and funding round as described on the Cultural Affairs funding pages.
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Most recent grants reported to the IRS.
| Recipient | Location | Amount | Year | Purpose |
|---|---|---|---|---|
| SAN DIEGO TOURISM AUTHORITY | SAN DIEGO, CA | $48,765,309 | 2025 | PSA 1 |
| SPORTS SD INC | SAN DIEGO, CA | $1,617,035 | 2025 | PSA 1 |
| WONDERLUST EVENTS LLC | SAN DIEGO, CA | $250,000 | 2025 | PSA 1 |
| SOUTHERN CAL TENNIS ASSOC FDN | SAN DIEGO, CA | $228,000 | 2025 | PSA 1 |
| CRSSD MUSIC LLC | SAN DIEGO, CA | $150,000 | 2025 | PSA 1 |
| SAN DIEGO CREW CLASSIC | SAN DIEGO, CA | $127,811 | 2025 | PSA 1 |
| LA JOLLA HISTORICAL SOCIETY | LA JOLLA, CA | $73,887 | 2025 | PSA 1 |
| CALIFORNIA POLICE ATHLETIC FEDERATI | SAN DIEGO, CA | $70,657 | 2025 | PSA 1 |
| THE BON TEMPS SOCIAL CLUB OF SD | SAN DIEGO, CA | $69,284 | 2025 | PSA 1 |
| FAST FORWARD FUTURES INC | EL CAJON, CA | $69,112 | 2025 | PSA 1 |
| SOUTHERN CALIFIFORNIA TENNIS ASSOC | SAN DIEGO, CA | $65,000 | 2025 | PSA 1 |
| YOUTH TENNIS SAN DIEGO | SAN DIEGO, CA | $6,000 | 2025 | PSA 1 |
| SAN DIEGO TOURISM AUTHORITY | SAN DIEGO, CA | $37,418,777 | 2024 | PSA 1 |
| SAN DIEGO BOWL GAME ASSOCIATION | SAN DIEGO, CA | $1,336,550 | 2024 | PSA 1 |
| WONDERLUST EVENTS LLC | SAN DIEGO, CA | $250,000 | 2024 | PSA 1 |
| CALIFORNIA STATE GAMES | SAN DIEGO, CA | $160,000 | 2024 | PSA 1 |
| SD LACROSSE LLC | SAN DIEGO, CA | $130,000 | 2024 | PSA 1 |
| SAN DIEGO CREW CLASSIC | SAN DIEGO, CA | $125,500 | 2024 | PSA 1 |
| ZERO EMISSIONS ALLIANCE INC | SAN DIEGO, CA | $103,550 | 2024 | PSA 1 |
| THUNDERBOATS UNLIMITED INC | RAMONA, CA | $95,000 | 2024 | PSA 1 |
| LA JOLLA HISTORICAL SOCIETY | LA JOLLA, CA | $74,500 | 2024 | PSA 1 |
| SOUTHERN CAL TENNIS ASSOC FDN | SAN DIEGO, CA | $74,000 | 2024 | PSA 1 |
| FAST FORWARD FUTURES INC | EL CAJON, CA | $62,178 | 2024 | PSA 1 |
| CALIFORNIA POLICE ATHLETIC FEDERATI | SAN DIEGO, CA | $61,792 | 2024 | PSA 1 |
| SOUTHERN CALIFIFORNIA TENNIS ASSOC | LOS ANGELES, CA | $50,000 | 2024 | PSA 1 |
| SAN DIEGO DIPLOMACY COUNCIL | SAN DIEGO, CA | $35,152 | 2024 | PSA 1 |
| ACCESS YOUTH ACADEMY | SAN DIEGO, CA | $30,000 | 2024 | PSA 1 |
| SAN DIEGO TOURISM AUTHORITY | SAN DIEGO, CA | $25,462,611 | 2023 | PSA 1 |
| SAN DIEGO BOWL GAME ASSOCIATION | SAN DIEGO, CA | $414,654 | 2023 | PSA 1 |
| ELITE CLUBS NATIONAL LEAGUE INC | HENRICO, VA | $149,000 | 2023 | PSA 1 |
| CALIFORNIA STATE GAMES | SAN DIEGO, CA | $130,000 | 2023 | PSA 1 |
| THUNDERBOATS UNLIMITED INC | RAMONA, CA | $95,000 | 2023 | PSA 1 |
| SAN DIEGO CREW CLASSIC | SAN DIEGO, CA | $94,374 | 2023 | PSA 1 |
| WORLD OF WINE EVENTS LLC | LA MESA, CA | $48,074 | 2023 | PSA 1 |
| MAVERICK SPORTS | ENCINITAS, CA | $45,000 | 2023 | PSA 1 |
| LA JOLLA HISTORICAL SOCIETY | LA JOLLA, CA | $44,350 | 2023 | PSA 1 |
| CALIFORNIA POLICE ATHLETIC FEDERATI | SAN DIEGO, CA | $42,618 | 2023 | PSA 1 |
SAN DIEGO TOURISM AUTHORITY
$48,765,309PSA 1
SPORTS SD INC
$1,617,035PSA 1
WONDERLUST EVENTS LLC
$250,000PSA 1
SOUTHERN CAL TENNIS ASSOC FDN
$228,000PSA 1
CRSSD MUSIC LLC
$150,000PSA 1
SAN DIEGO CREW CLASSIC
$127,811PSA 1
LA JOLLA HISTORICAL SOCIETY
PSA 1
CALIFORNIA POLICE ATHLETIC FEDERATI
$70,657PSA 1
THE BON TEMPS SOCIAL CLUB OF SD
$69,284PSA 1
FAST FORWARD FUTURES INC
$69,112PSA 1
SOUTHERN CALIFIFORNIA TENNIS ASSOC
$65,000PSA 1
YOUTH TENNIS SAN DIEGO
$6,000PSA 1
SAN DIEGO TOURISM AUTHORITY
$37,418,777PSA 1
SAN DIEGO BOWL GAME ASSOCIATION
$1,336,550PSA 1
WONDERLUST EVENTS LLC
$250,000PSA 1
CALIFORNIA STATE GAMES
$160,000PSA 1
SD LACROSSE LLC
$130,000PSA 1
SAN DIEGO CREW CLASSIC
$125,500PSA 1
ZERO EMISSIONS ALLIANCE INC
$103,550PSA 1
THUNDERBOATS UNLIMITED INC
$95,000PSA 1
LA JOLLA HISTORICAL SOCIETY
$74,500PSA 1
SOUTHERN CAL TENNIS ASSOC FDN
$74,000PSA 1
FAST FORWARD FUTURES INC
$62,178PSA 1
CALIFORNIA POLICE ATHLETIC FEDERATI
$61,792PSA 1
SOUTHERN CALIFIFORNIA TENNIS ASSOC
$50,000PSA 1
SAN DIEGO DIPLOMACY COUNCIL
$35,152PSA 1
ACCESS YOUTH ACADEMY
$30,000PSA 1
SAN DIEGO TOURISM AUTHORITY
$25,462,611PSA 1
SAN DIEGO BOWL GAME ASSOCIATION
$414,654PSA 1
ELITE CLUBS NATIONAL LEAGUE INC
$149,000PSA 1
CALIFORNIA STATE GAMES
$130,000PSA 1
THUNDERBOATS UNLIMITED INC
$95,000PSA 1
SAN DIEGO CREW CLASSIC
$94,374PSA 1
WORLD OF WINE EVENTS LLC
$48,074PSA 1
MAVERICK SPORTS
$45,000PSA 1
LA JOLLA HISTORICAL SOCIETY
$44,350PSA 1
CALIFORNIA POLICE ATHLETIC FEDERATI
$42,618PSA 1
