If the scenario approved in an 84-page marketing plan holds true, Temecula Valley Convention and Visitors Bureau officials are confident area hotels will earn an extra $4.7 million in revenue over the next five years by spending about $2.5 million in advertising.

The focus will be convincing tourists and corporate travelers to stay in Temecula during the week when far fewer hotel rooms are occupied.

"If an event starts Friday, maybe come in a day early," said Kimberly Adams, executive director of the bureau. "We really want to focus on that kind of baby boomer who has the time to vacation during the weekday," she said.

Not counting December, Riverside County's hotels cost about $100 per room, and the room occupancy rate the first 11 months of 2006 was 64 percent, according to a report by hospitality statistician Smith Travel Research. The firm doesn't track Temecula individually.

Adams wouldn't e-mail the bureau's report, written by Strategic Marketing Group in Lake Tahoe, saying information could assist competitors.

The bureau issued a statement Thursday heralding the plan's potential to raise hotel revenues by $4.7 million. The plan was approved by the bureau's board of directors at a recent retreat.

"We've never truly had a marketing plan," said Doug Leiber, general manager of the Temecula Creek Inn and vice chairman of the year-old Temecula Convention and Visitors Bureau . "It's a true roadmap for us. It's very simple to follow. It's not a plan that's going to sit on your shelf."

The bureau's total budget based on contributions from the city, the Pechanga Band of Luiseo Indians and a 2 percent tax levied on the region's hotels is $931,000.

Adams said marketing funds would go toward buying advertising in industry publications like Association News, Smart Meetings, Meetings West and others. Tourists may catch an advertisement in Coast Magazine, Los Angeles Magazine, Palm Springs Life or Budget Travel, she said.

"There's a lot to do and you need more than a day," Adams said.