Solvang’s City Council is taking steps toward a unifying its tourism marketing, overall brand, and direction for its visitor center.
Currently there are three different agencies—IDK Events, the Solvang Chamber of Commerce, and Central Coast Marketing—that helm the city’s events, tourism, and marketing. All three use different websites and social media accounts to reach prospective visitors, which the city is hoping to consolidate in the future.
During a June 14 meeting, the council unanimously voted to direct staff to create guidelines and bylaws for a five- to seven-person marketing committee. The goal of the committee would be to establish parameters for Solvang’s future brand and a clear request for proposal for a new marketing contract.
Councilmember Mark Infanti said IDK Events established its own committee composed of local voices to support the production of their programming and marketing. He questioned why the city would create another committee.
City Manager Xenia Bradford said IDK’s committee has nothing to do with the city. If Solvang were to create its own, the committee would work on behalf of the city and what’s in the city’s best interest.
“So you have a clear separation that defines what should be done and how it should be done versus the firm or organization that is actually performing the work,” Bradford said.
Councilmember Robert Clarke said IDK Events or whatever agency the city awards a new contract to would “benefit from a boss and clear and defined direction” rather than having the agency figure that out.
While the city continues to work on creating a committee and a vision it can agree on, the council unanimously voted to extend its current marketing contract with IDK Events until Dec. 31 and extend the visitor center management contract with Central Coast Marketing through Sept. 30.
This article appears in Jun 17-24, 2021.