Our Mission

Placer Valley Tourism’s mission is to increase the health of the hotel industry through occupancy and average daily rate in Roseville, Rocklin, and Lincoln.

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. We provide grants to organizations that generate room nights in Placer Valley hotels. Learn why Placer Valley is the ideal location to hold meetings, conventions, or sports events.

Email Kelsie Gaitan for information on how to apply for a grant.

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 2024 Welcome Guide

Click here for the 2022 PVT Annual Report

Click here for the 2022 @the Grounds Annual Report

Meeting Agendas

PVT Executive Committee 07.18.24

@the Grounds Executive Committee 07.18.24

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:

TEAMWORK. We strive for the highest possible level of internal and external customer service as we work as a team to add value to one another, to achieve our mission, and to serve others.

INTEGRITY. We are authentic: what we say is what we do! You can count on us to fulfill our commitments and to strive to exceed them. Honesty, fairness and reliability are a vital part of our foundation.

PASSION. Each of us is entirely devoted to our role on the team. We are passionate about what we do; we enjoy helping you to create meaningful, unforgettable memories. (And we know that sometimes we have to be just a little weird to make your dreams come true!)

VISION. We love and believe in our region! We have the courage to dream BIG, to be innovators, to face challenges and to fulfill our role in providing exceptional hospitality to visitors. We are committed to growing the economic health of our region through tourism.

WORK ETHIC. We are dedicated to diligently planning and working hard to achieve over-the-top success in every program and event we touch!