Branding The OCeanfront

Barbara Diamond

Two Laguna Beach luxury hotels have joined a brand new coalition to

promote an identity for the Orange County coast in hopes of drawing

more visitors to the area.

Montage Resort and Spa and the Surf & Sand are among the 10

prestigious hotels that recently launched a marketing plan called The

OCeanfront, formed to spread the word about the luxurious

accommodations, cultural and recreational activities, entertainment,

shopping and breathtaking scenery along the county’s coast.

“It was amazing to me how few people in San Diego knew about

Laguna Beach,” Surf & Sand Assistant General Manager John Gates said.

The OCeanfront coalition was organized by the Anaheim Convention

Bureau, which recognized that other areas out-marketed Orange County.

“San Diego and Las Vegas had done a great job and we said we have

everything they have and better,” Gates said. “To have this many

luxury resorts, close to a great airport and great shopping, is

unique.”

Montage General Manager James Bermingham claims the county coast

offers everything anyone could want.

“When you consider the coastal communities and diversity of

amenities from the surfing culture of Huntington Beach to golfing in

Newport Beach, to shopping and dining and art festivals in Laguna and

whale-watching and the Ocean Institute in Dana Point, the coast can

compete with anywhere in the world,” Bermingham said. “When you look

at it separately, it is impressive. When you look at it collectively,

it is phenomenal.”

Laguna Beach has considered itself a visitors’ paradise for years.

“But I know awareness of Laguna Beach could be even better if we

can improve awareness of the coastal communities,” Bermingham said.

Laguna Beach Visitors and Conference Bureau President Karyn

Phillippsen calls it the trickle-down effect, with a big return for a

minimal financial contribution.

“The bureau co-sponsored the coalition along with the bureaus of

Huntington Beach, Newport Beach and Dana Point, with a small

investment to get the coastal promotion off the ground. It will

benefit everyone. It really has been a vision for the past four

years, but the Montage brought all the Laguna Beach components

together.”

Participation in the coalition will not affect the voluntary

contributions from local hostelries of 2% of the bed taxes to the

Business Improvement District, which funds art groups and activities

that bring tourists to town.

“We see it as complementary,” Phillippsen said.

The bureau is a nonvoting participant in the coalition, as are the

bureaus in the other participating communities.

New members will be considered and accepted by unanimous vote of

the 10 founding hotels, according to Bermingham.

“We wanted to make sure we had key hotels in each of the

communities,” he said.

Hotel Laguna owner Claes Andersen said he was not invited to join

and doesn’t know enough of the details to comment on possible

membership.

Although a lodging research company reported this week that

occupancy rates in Orange County have dipped 1.2% so far this year,

neither Montage nor Surf & Sand are hurting.

Montage declined to reveal specific occupancy numbers, but

first-hand reports of sold-out rooms began circulating in the first

year of operation. Bermingham says business is better than good, and

credits the Laguna Beach location for the hotel’s success.

“Business is great in part because Laguna Beach is a great

destination,” Bermingham said. “The success of the hotel is a

reflection of the community. We have success written all over us.”

And Surf & Sand is having one of its best years ever, management

said.

“We were full the entire spring break,” Gates said.

Despite the fierce competition in the hospitality industry, Gates

said the coalition members believe there is strength in numbers.

“Our unofficial motto is ‘In a rising tide, all boats rise,’” he

said.

Branding the area is not new. For years, an attempt to identify

the Orange County coast as the California Riviera waxed and waned.

“We chose our name to take advantage of the popularity of ‘The

OC’”, Gates said, referring to the television series.

Bermingham said the timing was perfect.

“‘The OC’ is such a huge hit and has put the county on the map,”

he said. “It was a great opportunity, but it is important to follow

with the right branding messaging for the coast.”

The coalition took its first marketing steps early this month by

mailing a 30-page brochure to 75,000 targeted leisure travelers in

selected cities across the county.

Coalition participants provided the seed money for the mailing, a

website and dedicated 800 number for reservations.

“We think it will become self-funding,” Gates said.

Voting participants in The OCeanfront include the Balboa Bay Club,

Four Seasons Hotel Newport Beach, Hilton Waterfront Beach Resort,

Hyatt Regency Huntington Beach Resort & Spa, Hyatt Regency Newport

Beach, Laguna Cliffs Marriott Resort and Spa, Newport Beach Marriott,

St. Regis Monarch Beach Resort & Spa and the two Laguna hotels.

Also participating in lesser roles are the Robert Trent Jones

Jr.-designed Monarch Beach Golf Links and the two Tom Fazio-designed

courses at Pelican Hill Golf Club.

“The way everyone has participated -- the golf courses, the

bureaus, the key hotels -- is a clear sign of success,” Bermingham

said.

For more information, visit website www.theoceanfrontca.comor call

toll free (800) 680-1249.