Yesterday, I took a look at the San Diego Convention Center’s annual report and did some data analysis on some of the highest-grossing events held in the city. Number one is, of course, San Diego Comic-Con, with a local economic impact of $161.1 million for the 2023 show, and the impact for the 2024 show will undoubtedly be even greater.
Along the way, I noticed that the American Society of Hematology was holding its annual meeting in San Diego this week and I could check out their hotel list. I find it odd that several restaurants on the ASH list are unable to attend Comic-Con.
Now, I’m hearing from people familiar with the situation that this is an ongoing trend — San Diego hotels have been reducing the number of rooms available in their conference areas — or stopping making available rooms entirely.
To say this is concerning is an understatement. Room rates at conferences are high, but generally market rates. Con room rates outside the block… well, it’s not uncommon to see $1,000 a night at nearby hotels. In fact, a quick look at Hotels.com right now shows that rates for that week have already peaked – $2,162 per night at Bayfront!
oops! It should be noted that these are the actual costs per night, plus any additional charges—California recently passed a law stating that hotel room rates shown must include all charges.
On the one hand, human nature being what it is, you can’t exactly blame the restaurant owner for being greedy. Although the cost per Comic-Con attendee was conservatively estimated at just $1,193, every hotel room from downtown to Mission Valley was booked, and high demand meant high prices.
The reduction in hotel guest room size is also a matter of great concern to SDCC producers. The scammer’s contract with the city is about to be renegotiated, with hotel prices the biggest area of contention. With fewer hotel rooms available at discounted rates, the show is once again looking at options.
The scam has signed a 2025 agreement and renewed it for 2026, but will not sign a two-year agreement until the hotel issues are resolved. A lot of local politics is also at play.
“A lot of the hotels downtown have been very good to us,” Glanzer told Forbes in a story now paid for. “They allowed us to use meeting space, they gave us huge rooms, and their rates were very competitive. But when these hotels are offering competitive rates and the hotels that choose not to have the rooms charge exorbitant prices, that’s the situation. It’s difficult. It means the people we work with will eventually fail.
The San Diego Union-Tribune could conduct a project called “Is it fair for Comic-Con to require hotels to provide discounted rooms? Most local economists and politicians say “yes.”
David Ely, San Diego State University
Yes: Without a prior agreement, hotel prices would rise during Comic-Con due to the surge in demand. It is only fair that organizers negotiate the best possible hotel prices for attendees and minimize the risk of expensive hotels resulting in reduced attendance. We should expect Comic-Con organizers to evaluate whether the event could be more successful in another city and publicly address how San Diego can be competitive.
Phil Blair, Human Resources
Yes: As the former president of the convention center, there are many ways to fill the building and bring money to San Diego. One is the high-paying and therefore very lucrative medical conference. At the other extreme is Comic-Con. Their large audiences cannot afford expensive hotel rooms, so the SDCC has to make difficult decisions each year. But no other event brings San Diego the global exposure and visibility money can’t buy like Comic-Con. This is also an opportunity for San Diegans to attend events at the convention center.
administrative staff
Gary London, Moeder Advisors London
Yes: To me, this sounds like a negotiating tactic that will likely be resolved around 2025. “Attracting” people to San Diego is not a credible excuse: Attendees always prefer San Diego. Generally speaking, hotel prices surged in the wake of the COVID-19 pandemic and have remained sticky. Obviously, operating costs have increased and so have restaurant prices. Much of that stickiness remains because travelers have yet to fight back. This is an example of market resistance.
These don’t actually sound like a resounding “yes,” but that’s okay.
While the possibility of Comic-Con leaving San Diego still sounds unlikely, if more and more people are being asked to pay $800 to stay at the Alma Hotel, I do think it will have a chilling effect on the event and there will be Continuous resistance. While Reddit is filled with tears and endless complaints about everything, I see more and more people complaining about the cost and hotel rooms and threatening to stop attending. Judging from my conversations, even nerds and studio people probably won’t be willing to pay $800 a night to stay in the Alma! Just as comic book enthusiasts are slowly packing up their long boxes and leaving SDCC, those buying collectibles and panels are starting to say “enough is enough!”
But keep in mind that other unique experiences, like WrestleMania, are also raising ticket prices, causing shockers and complaints. It seems that, because we live in a plutocracy, spectacles are becoming more and more expensive. I’m not familiar with the price increases and decreases for hotels at other large events like Sundance and SXSW, but looking at the Sundance hotel page I found room prices ranging from $450 to $450. $4000 One night. Prices at SXSW are more reasonable, with lots of options, around $300-$400 per night.
Comic-Con is a truly unforgettable experience, maybe even a once-in-a-lifetime experience for many, but it’s still more proletarian than Sundance and SXSW. Partly because it’s open to more or less anyone, as more and more people want to go, getting tickets and accommodation becomes more and more stressful. But Glanzer isn’t wrong: Fewer affordable hotel rooms are sure to dampen enthusiasm. I can tell you right now: Comic publishers aren’t going to pay $800 a night for a room at the Alma either. (I’m sure the Alma Hotel is nice, but not too close to the convention center.)
Regardless, hotel negotiations are ongoing and could have a significant impact on the future of SDCC. Local experts and visitors agree: Securing hotel rooms and stable prices for Comic-Con is very important for the continued growth and development of Comic-Con.
