Visit Dana Point plans to hire an executive director by summer’s-end, according to Board Chairman Jim Samuels, general manager of Laguna Cliffs Marriott Resort & Spa.

The destination marketing organization for the city launched in May.

It will be funded from a $3 bed tax at Dana Point’s four largest hotels, which banded together to form a Tourism Business Improvement District six years ago.

The hotels—Laguna Cliffs; DoubleTree Suites by Hilton-Doheny Beach; Monarch Beach Resort; and Ritz Carlton, Laguna Niguel—raise about $1 million a year to market the area.

The city manager’s office administers the funds and the City Council must re-authorize the Tourism Business Improvement District annually.

“We’re going to continue to drive awareness,” Samuels said. “One focus is on bringing meetings and conventions from other destinations.”

He said membership—currently limited by a minimum room count—could open to other hotels and businesses.

The group is interviewing prospective executive directors.

“We hope to have someone in place by the end of summer,” Samuels said.