BUENA PARK : Ad Push Designed to Bolster Tourism

In a first for Buena Park, city officials have teamed with several local businesses in a bid to lure tourists from Northern California to such attractions as Knott’s Berry Farm by promoting the city in an ad campaign.

The Sacramento Consumer Campaign, scheduled to begin in April, is a cooperative effort conceived to boost not only tourism but also the city’s tax base, through the transient occupancy tax. The ad campaign will cost $50,000, which will be split by the city and participating businesses.

Sacramento was chosen as the first target because, according to marketing surveys conducted by area businesses, Northern California is where most Buena Park tourists come from, said Marilyn Cuadros, director of marketing for the Buena Park Visitors and Convention Bureau.

If this effort is successful, other potential areas to be targeted will include San Diego, Phoenix and San Francisco, she added.

“We have been thinking for a long time about doing something there,” said Joyia Emard, director of marketing for the Medieval Times theater-restaurant.

Emard said the campaign is attractive to her business because it is a group-sponsored promotion.

The campaign will target several media, including newspaper and radio. Several promotions are planned, including an on-the-spot discount for patrons who show a Sacramento-area driver’s license when buying tickets at participating attractions.