Attracting non-resident pleasure seekers to the Lompoc Valley for a day’s worth of recreational activities isn’t a particularly hard thing to do, by most accounts.
The hard part—and an integral piece in the puzzle of Lompoc’s revitalization efforts—is encouraging those tourism dollars to stick around for that second, or even third day, according to some people in the local business community.
Putting into action one of the strategies he discussed when he took the reins in July, new Lompoc Valley Chamber of Commerce CEO Ken Ostini is coordinating an upcoming gathering of local business owners to brainstorm ways to keep those scarce tourism dollars in the local economy.
“It’s about getting people in the same room and talking to each other—and more importantly, feeling comfortable in doing that,” Ostini told the Sun.
Ostini said that while he doesn’t have specific expectations for the committee’s first meeting, he’s discussed with stakeholders a number of strategies, such as possibly facilitating package deals that local businesses can take advantage of to hedge the community’s bets, so to speak, among a few other exploratory strategies.
In October, the chamber sent a mass e-mail out to roughly 500 local business owners, encouraging participation in the proposed tourism committee.
“We think this city has a great deal of potential, in terms of things like our growing wine industry and our golf courses,” said Colin Walach, sales manager for Windsor Capital Group, which operates a string of hotels across the state, including the Embassy Suites in Lompoc. “There’s tons of different avenues that no one takes advantage of.”
Walach is one of the roughly 50 local professionals to sign up to attend the first committee meeting, which is scheduled for 2 p.m. on Dec. 15 at the Chamber of Commerce building at 111 South I St. in Lompoc.
“It’s gotten to the point where it’s like pulling teeth,” Walach told the Sun. “People have a tendency to think of Lompoc as a quick stop, and we want them to think about it as a destination.”
One of the major factors, Walach said, is the valley’s geographic location. As opposed to other neighboring tourist destinations, such as Buellton, and to an extent, Solvang, Lompoc is not “right off the beaten path” of the main thoroughfare of U.S. Highway 101.
Another factor—whether deserved or not—is reputation. Walach said Lompoc needs to shake the image as a “prison” or a “base” town, and underscore the community’s many amenities, such as the wine ghetto, the murals, and the missions.
Packaged deals among businesses, referral programs and other enticements can draw people in and keep them in, he said.
News of the tourism committee’s first gathering comes as the city draws close to appointing members to a committee of a similar—yet more official—nature. The long-awaited Economic Development Committee has been the topic of much discussion in previous months, as the City Council nears selection of appointees.
As of a month ago, it seemed the council still had some kinks to iron out. In a session that stretched until the early morning hours, the council addressed the committee on Nov. 1. Council members Cecilia Martiner and Ashley Costa split with Mayor John Linn on requirements and years of experience for applicants being considered for a seat.
The 15-member panel will be tasked with drafting the city’s new economic revitalization plan, a policy document that will map strategies for the overall economic development plan.
The council members are expected to make their appointments at the Dec. 6 council meeting.
This article appears in Dec 8-15, 2011.