Tourism was down in Santa Cruz County in 2009, and not just a dip. Occupancy in the county’s hotels plunged to just over 50 percent. Sure, the recession is making it more difficult for people to take time off, but the sharp decline is having an impact on already low county revenues.
Santa Cruz County Visitor’s Council CEO Maggie Ivy says that the problem lies with the county itself, which has not been aggressive enough in letting people know that this is the place to come for great food, activities, and intrigue. The print and radio ads aren’t having the effect the county wants or needs.
To fix this, the county has launched a series of television ads in markets like Sacramento and the Central Valley and internet spots offering free stays in Santa Cruz. The ads are being paid for by hotels and local businesses that cater to tourists. You have to spend money to make money, says Ivy, describing the underlying philosophy behind the ad campaign. She hopes to expand the campaign as well. A three-day stay in Santa Cruz brings in approximately $1,800 per person or $650 million per year. That’s a lot of income that the county can’t afford to lose. Read more at Fox35.
