Our Mission
To enhance hotel vitality and attract overnight stays in the cities of Roseville, Rocklin, and Lincoln, through strategic destination marketing.
OUR VISION
To position Placer Valley as a premier destination by fostering strategic tourism partnerships, sustainable growth, and community prosperity.
ABOUT PLACER VALLEY
Placer Valley is comprised of three cities: Roseville, Rocklin, and Lincoln, California. We recruit a wide variety of events, from corporate to sports to performing arts activities in our area
The Organization
South Placer Tourism, Inc., doing business as Placer Valley Tourism (PVT), is a Business Improvement District (BID), formed in 2004 by the City of Roseville under provisions in the California Streets and Highways Code Section 36500-36504, which is known as the "Property and Business Improvement District Law of 1994". The organization is classified for tax purposes as a 501(c)6.
The geographic footprint of PVT consists of the three cities of Roseville, Rocklin, and Lincoln, California. PVT exists to market the three-city region as a tourism destination in order to generate incremental room nights in hotels in the cities. Each hotel property within the footprint pays a $6.50 assessment into the BID for each paid room night in the respective hotel.
Our monthly committee agendas for Events Committees, Executive Committees and Board Meetings can be found at the bottom of this page.
Click here for the 2025 Welcome Guide
Click here for the 2024 Annual Report
Click here for the 2024 @the Grounds Annual Report
Meeting Agendas
PVT Executive Meeting 10.16.25
PVT Board of Directors 08.28.25
@the Grounds Board of Directors 08.28.25
What We Do
At Placer Valley Tourism, your success is our joy. Below is a partial list of services that we offer to allow you to focus on other aspects of your very special event.
- We search nationally, regionally, and locally for outstanding events to recruit and serve
- We appreciate the tourism value, number of room nights and economic impact of events
- We assist event planners by matching our facilities with your needs
- We will request competitive proposals from every Placer Valley hotel to assist you
- We build event-specific web pages, complete with area information and the convenience of clicking all the way through to booking accommodations without leaving the site
- We provide financial grants to assist significant tourism generating events
- We provide media relations and publicity assistance
- We offer hospitality volunteers for selected significant events
Our Core Values
The staff of Placer Valley Tourism pledges its commitment to these Core Values:
COLLABORATION. We build strong, cohesive relationships with key partners to enhance our region and achieve shared goals.
PASSIONATE. We love what we do and are dedicated to creating meaningful, positive experiences for our clients and visitors, leaving a lasting impression with every interaction.
DYNAMIC. We embrace creative thinking and adaptability, approaching diverse tasks and challenges with innovative, sustainable solutions.
INTEGRITY. We act with honesty and transparency, always prioritizing the trust and respect of our clients and visitors in every interaction.
COMMUNITY STEWARDSHIP. We aim to be responsible stewards of our region's economic growth, fostering opportunities that strengthen our community for the future.