Beach Party Deemed a Sizzling Success

Ventura’s California Beach Party drew more than 30,000 visitors last weekend, a near-record figure that delighted city officials who had moved the surf-themed festival to September this year.

“We didn’t know what we were going to have,” city spokeswoman Debbie Solomon said. “We are very pleased with the fall timing.”

Organizers moved the two-day event from its traditional April time slot to Sept. 21 and 22 this year to capitalize on better weather. Drizzle and fog have dampened attendance in the past.

But generally clear skies and fair surf--not to mention an aggressive advertising campaign--helped lure more beachgoers to Ventura’s promenade this year, prompting organizers to declare the end-of-summer party a success.

“It was the smoothest-running event we have had,” Solomon said, adding that more seniors and children attended than in past years. “The hotels were pretty much booked.”

The Ventura Visitors and Convention Bureau used the event to monitor the effectiveness of a $100,000 ad campaign. Instructed by city leaders to see whether the money was reaching prospective visitors, tourism officials informally polled festivalgoers throughout the weekend.

“I heard a lot of positive comments from people,” said Millie Matz, director of sales and marketing. “When asked how they heard about us, it was through advertising.”

Survey results indicate that 40% of the 435 people polled live in Ventura, 10% in Oxnard and 6% in Camarillo. An additional 14% of the people surveyed live in other parts of Ventura and Santa Barbara counties.

The survey also indicated that visitors from Los Angeles, the San Fernando Valley and Santa Clarita came to Ventura for the event. A few beachgoers from Germany, New Zealand, Japan and Russia also attended.