Our Mission: Placer Valley Tourism's Mission is to increase the health of the hotel industry primarily 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 to come to our area. We provide grants to organizations that generate room nights in Placer Valley hotels.