Cultural Assets

It seems obvious that many of the things that make Ventura County a great place to live also make it an attractive place to visit for a day or a week. The beaches, the mountains, the burgeoning cultural scene, the shopping centers--all appeal to tourists as well as local residents.

Figuring out how to capitalize on those assets is the mission of the county’s Cultural Tourism Federation. As its first step, it commissioned a study of who visits Ventura County, why they come, how long they stay and how much they spend. The results, released last week, suggest a variety of opportunities.

The yearlong survey, conducted by InfoVision Systems of Ojai, collected information from visitors to 19 sites ranging from tourist offices to museums to hotels to harbors to outlet malls. Among its findings:

* 60% of the visitors surveyed were 45 or older.

* 53% reported annual incomes of $50,000 or more.

* 69% were traveling alone or as part of a couple; only 24% were with family or some other group.

* 22% of those surveyed were Ventura County residents enjoying their own area; 78% were from elsewhere.

* Of those out-of-towners, 61% were from other parts of California--40% from within a three-hour drive.

The survey asked whether visitors planned to participate in two or more cultural activities while here, defined as attending a museum, gallery, concert, theater, historic site or special event. Those who said yes tend to stay here longer, do more things and spend more money while here.

“Cultural tourists are more apt to do everything, including the beach,” said researcher Rhonda L. LaRue. “They’re just more engaged.”

That suggests the wisdom of improving and promoting Ventura County’s cultural offerings in a coordinated manner, both as a cornerstone of the tourism industry and as a valuable amenity for residents.

Alone, many of the county’s attractions might not be enough to lure visitors from out of town. But combine a train ride to Fillmore with a museum visit or two, a concert at the Thousand Oaks Center for the Performing Arts, a play in Ventura, a day of gallery hopping in Ojai, a stop at the Reagan library and a cruise to the Channel Islands, and the county’s allure as a vacation destination grows.

Working together to coordinate and market all those offerings is a smart strategy.