When taking a drive through Northern Santa Barbara County, one thing becomes clear: This place is freakin’ beautiful.
From mountains, hiking trails, and wineries, to ocean scenery just a short distance away, North County has a little bit of everything. Heck, we even have tri-tip.
Santa Maria may not attract as many tourists as its glitzy neighbor to the south, Santa Barbara, but staff at the Santa Maria Valley Chamber of Commerce is trying to change that. It’s the chamber’s regular job to promote the Santa Maria Valley as a whole, but now it’s getting an extra push.
Last January, the Santa Maria City Council approved a Tourism Marketing District allowing hotel rooms to charge a 2 percent tax on hotel bills. The chamber then uses that money to advertise the Santa Maria Valley in other parts of the state.
The “self-assessed” tax was a push by the local hotels, according to Gina Keough, the director of the chamber’s visitor’s and convention bureau, which said they wanted to draw more visitors for overnight stays. She said that Santa Maria is one of the last cities in the state to get on-board with such an idea.
“To stay competitive, we’ve had to have more of a budget to work with to have a fair chance at grabbing leisure travel,” Keough told the Sun.
This tax is in addition to the 10 percent transient occupancy tax the hotels are required to collect for the city, which goes to general tourism marketing by the city.
According to Chamber President Glenn Morris, the money is collected by the city, which takes 2 percent, and the rest goes to the chamber.
The hotels began collecting the tax in February, but the chamber didn’t get its first check until earlier this month, Morris said.
The amount was for $39,000, which will go toward advertising in major metropolitan areas. They’re starting with the most obvious market: Los Angeles.
“We’re really focused on trying to build awareness and interest from people who can come here,” Morris told the Sun, adding that the chamber is working with market specialists on effective strategies. “There has to be activity that would generate overnight stays in hotels.”
And there is, he said, lots of attractive activities. Morris cites the wineries (of course) and the robust outdoor lifestyle.
One of the specialists helping the chamber is Carl Ribaudo of Lake Tahoe-based SMG Consulting.
“Santa Maria now really has the capability to market itself as a true destination in California,” Ribaudo said in an interview with chamber staff. “There are so many things to do here that people don’t know about.”
Some of the ways the chamber will market the Santa Maria Valley includes traditional print advertising in publications that focus on niche markets, such as wine or cyclist magazines.
Morris isn’t sure if the chamber will do a lot of television advertising, but noted that they are looking at online advertising.
“The goal of the marketing is to find someone that fits a certain demographic and get them to the website,” Morris said. “Once there, they can connect.”
It’s too early to tell if the newly formed marketing district is drawing more visitors. Morris said to check back in about a year.
Highlights
• Harbor Freight Tools is opening its Lompoc location on May 31. The store is located at 609 North H St. and they currently are hiring. For more information, visit hftcareers.com.
• Need to get the skinny on payroll taxes? A basic state and federal payroll tax seminar will be held on June 2 from 9 a.m. to 3 p.m. in the Sutter Room at America’s Job Center of California in Santa Maria located at 1410 S. Broadway. To make reservations, visit edd.ca.gov/payroll_tax_seminars, or call (866) 873-6083.
Staff Writer David Minsky wrote this week’s Biz Spotlight. Information should be sent to the Sun via fax, email, or mail.
