Meet the board’s executive director and learn more about the organization’s goals.
By Whitney Benzian
March 18, 2011
In 2010 the Coronado City Council unanimously approved the formation of the Coronado Tourism Improvement District (CTID).
The CTID is a nine-member board made up of the four largest hotels in town (Loews, Glorietta Bay Inn, the Hotel Del and the Marriott), a representative from MainStreet, the Coronado Historical Association, the Chamber of Commerce
and two at-large representatives from the business community. The two
at-large members, Mary Ann Berta and David Spatafore, are also Coronado
The mission of the CTID is to boost tourism and put more feet on
the street and in the stores, which ultimately enhances the City’s
The approval of the CTID also required hiring an executive director to manage the district’s day-to-day operations. The board chose Todd Little, whose background is in marketing and includes time with the Big Bear Lake Resort Association and the La Jolla Beach and Tennis Club.
Little married a local girl, which is what brought him to the island. He now lives in Coronado with his wife and new baby.
Coronado Patch: Can you please tell me a little bit about your background and what brought you to this position?
Todd Little: I’m very proud of my business background and
believe it benefits our goals with the Coronado Tourism Improvement
District. Through my career I’ve spent a great deal of time branding,
marketing and promoting products, services and destinations. Most
recently, I worked with the Big Bear Lake Resort Association to better
position it as a four-season destination (not just for winter
activity). I led a team who worked closely with Snow Summit and Bear
Mountain to bring more skiers/snowboarders to their resorts.
My background also includes work in media, nonprofit organizations
and sports marketing. All of that pales in comparison to working and
living in Coronado.
Patch: How are thing going so far? What has surprised you the most about this job?
Little: Our nine-person board has accomplished a great deal
very quickly but knows there’s so much more to be done. In addition to
creating a brand that benefits Coronado businesses, the CTID has
invested wisely in marketing campaigns. These strategies come at no cost
to businesses, residents or the City of Coronado. The funding comes
from a .05 percent assessment on guests at the four CTID hotels (Hotel
del Coronado, Loews Coronado Bay Resort, Glorietta Bay Inn and
Marriott’s Coronado Island Resort).
In this economy it was important to do something. Hoping and wishing
isn’t going to “move the needle” for our retail districts. The campaigns
are designed to bring visitors from across the bridge and across the
country. Our primary focus is the softer (slower) seasons such as fall
Click below to read on for a status update on the CTID and a primer on its goals: