Council to Discuss Tourism Issues

The City Council will tackle the subject of Ventura’s tourism industry tonight with a discussion of ways to create a better product for tourists, as well as how to improve promotion of the city.

In a separate item, the council will be asked to approve the city’s contract with the Visitors and Convention Bureau through June 2002.

Kathy Janega-Dykes, executive director of the bureau, said that while revenue from the transient occupancy tax paid by hotel guests is growing--an indicator of increased visits--there is still work to be done.

“It’s important to remember that transient occupancy tax is filtered into a lot of city services, including libraries and fire and police departments,” Janega-Dykes said. “There are many businesses that rely on the tourism industry, and the growth [in tourism] will also support existing and new businesses.”

From 1997 to 1998, money from the bed tax grew from about $2.3 million to $2.4 million, she said, adding that revenues from January through March indicate that this year will also be good.

A master plan is in the works that calls for an unprecedented collaboration between city and tourism officials and will serve as a blueprint for city infrastructure policies relating to tourism and bureau marketing.

The plan identifies areas in the city that need better signage for tourists unfamiliar with the area, as well as areas that need bright, colorful banners, Janega-Dykes said.

“It’s important to provide comprehensive linkages between destinations,” she said.

The city and bureau jointly hired PFK Consulting last summer for $440,000 to create the master plan. The council approved the first draft in December.

Other key points include cooperative marketing that calls for businesses to promote each other, and teaching restaurant and front desk employees to encourage guests to visit points of interest in the area.

“The clear message is that we have a great product here,” she said. “We just need to capitalize on some of our assets here and promote it to our visitors.”