HomeMy WebLinkAbout2005-01-11 - AGENDA REPORTS - COAST TO COASTERS TOURISM PGM (2)NEW BUSINESS
DATE:
SU13JECT:
DEPARTMENT:
Agenda Item: Awl
CITY OF SANTA CLARITA
AGENDA REPORT
City Manager Approval:
Item to be presented by:
January 11, 2005
Carrie Rogers
TOURISM MARKETING PROGRAM "COAST TO COASTERS"
Planning and Economic Development
RECOMMENDED ACTION
City Council receive staff presentation on the "Coast to Coasters" tourism marketing program
and direct staff to work with LA County and Magic Mountain, and develop a program to match
City funds up to $20,000 toward the program.
BACKGROUND
Per Council Member Weste's request staff is providing an overview of "Coast to Coasters," a
cooperative marketing partnership between the Santa Clarita Valley (SCV) Tourism Bureau and
the Oxnard Convention and Visitor Bureau (CVB).
The Coast to Coasters marketing program is expected to increase the awareness and promote the
Santa Clarta area as a travel destination. It will also add to the Citys shop local efforts by
promoting the Citys shopping centers, and bring people into the area for dining and
entertainment.
The mixed advertising outreach efforts, including print, media and radio, will focus on the Los
Angeles designated market area which consists of seven counties (LA, Orange, Ventura, San
Bernardino, Inyo, Kern, and Riverside) with a total of 12.2 million adults with 2 million
households having over $100,000 income levels. Other media outreach will include Los Angeles
area newspapers, Westways magazine, and various family radio stations (KIIS, KBIG, KHOST,
and XTRA Sports).
Research indicates that overall traveler spending by domestic and international visitors in the
United States forecasts a 4.4 percent increase by the end of 2004 to $568 billion. Also, 2005
RECEIVED
spending levels will surpass those of 2000, which was a record year for the travel industry. A
study by Runzheimer International, a travel industry research agency, found that 90 percent of
business travelers combine business and leisure trips at least once a year.
The SCV Tourism Bureau has committed $25,000, collected from membership fees, toward the
program in partnership with the Oxnard CVB and has retained the services of Consortium Media
Services to carry out the radio and print advertising program that will promote Santa Clarita and
Oxnard as a weekend getaway or extended stay. Various online packages highlight coastal
activities and Santa Clarita's main attraction, Six Flags Magic Mountain, as well as shopping,
dining and cultural activities. The Coca-Cola Bottling Company, which is the exclusive
beverage provider for Six Flags Magic Mountain, will be providing in-kind marketing
opportunities through the Oxnard CVB. These will include Pull -off stickers on the containers
offering the opportunity to win a variety of prizes. To date, Los Angeles County and Six Flags
Magic Mountain have not committed any funding toward this project.
FISCAL IMPACT
On December 14, 2004, the City Council appropriated $20,000 (Account #3213-8001) for the
"Coast to Coasters" program as part of the mid -year budget process. This was a one-time
allocation that will be funded if matching funds are committed by Los Angeles County and Six
Flags Magic Mountain.
ATTACHMENTS
None.
ALTERNATIVE ACTIONS
Other action as determined by Council.