
Courtesy of the California Travel and Tourism Commission
The California Travel and Tourism Commission has released its 2008 visitor guide for the state complete with happy people sipping wine on the cover -- you'd be happy too if you were the bearded gentleman who owns the featured winery in Napa Valley.
Alas, there's no indication that Temecula's own wine country will have a prominent place in the magazine but when officials from the commission were there a couple months ago, they touted the culinary focus of next year's tourism campaign. See more about that in the link below
Tourism board asks funding from businesses
Date: 10/08/07
THE PRESS -ENTERPRISE
KIMBERLY PIERCEALL
Officials with the California agency charged with getting would-be travelers to choose the state, need tourism -related businesses to keep contributing funds toward its support or its $50 million budget shrinks to $1 million.
Caroline Beteta, executive director of the California Travel and Tourism Commission, has toured the state to convince tourism business leaders they should keep funding the commission. She visited members of the Temecula Valley Convention and Visitors Bureau at Wilson Creek Winery Oct. 3.
The same industry-led agency that had just $7 million to market the state to would-be travelers in 2005 now has a $50 million annual budget thanks to fees paid by about 5,400 tourism -related businesses, largely the car-rental industry. Those businesses must decide by Nov. 15 if they still want to pay.
The California Travel and Tourism Commission will spend $18.5 million on advertising in the United States and another $20.6 million internationally to tout the state this year. Beteta showed the crowd a commercial set to premiere nationwide Oct. 8 that features California celebrities describing their idea of 9-to-5 work, where "board meetings" involve skateboards, surf
boards and snowboards.
"We're just a bunch of pencil pushers," says Phil Mickelson in the ad as he writes down his golf score.The group also plans to spend $5 million branding the state as a wine and culinary mecca with a 30-second advertisement highlighting wineries across the state. "We need to own it in California," she said.
The state had 5.1% more domestic travelers last year, 352.3 million total, compared with the prior year. However, fewer travelers from out of the state, 53.3 million, ventured into California this year.
In 2005, 55.5 million came from outside California. Of those who visited last year, 16% came from Arizona, 10% from Nevada and 9% from Oregon. The state spent just $700,000 to tout itself internationally in 2005 and 2006, but international outreach accounts for almost half,
$20.6 million, of this year's $50 million budget. International visitors account for only 4% of those visiting the state, but they typically stay longer, Beteta said.
"It's still challenging for us because we're a ways away from the airports," said Denis Ferguson, chairman of the Temecula Valley Convention and Visitors Bureau. A recent marketing effort with Southwest Airlines led to about 19,000 overnight bookings in the Temecula Valley, Fergusen said.
In the Temecula Valley, 119 tourism -related businesses pay into the commission's budget. The area relies largely on drive-in traffic and travelers staying the weekend. The bureau has focused on gaining weekday traffic from Sunday to Thursday. About 5,500 tourism -related businesses statewide now are being asked to pay about $450 for every $1 million of gross earnings.
Car-rental businesses were added in 2006 and now account for 79% of the state's tourism budget. Kimberly Adams, executive director of the Temecula Valley Convention and Visitors Bureau, said some Temecula members paying into the budget have not taken advantage of the state's programs. Businesses that pay can be featured on the commission's Web site and can join with the agency in advertising efforts that are less costly than going it alone. Tourism -related businesses in the Temecula Valley assess themselves a separate fee to fund their convention and visitors bureau.
Posted by Kimberly Pierceall at 5:06 AM, December 10
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