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Minutes - April 25, 2000 SS
276 CITY OF LODI INFORMAL INFORMATIONAL MEETING "SHIRTSLEEVE" SESSION LODI CONFERENCE & VISITORS' BUREAU 2545 WEST TURNER ROAD, LODI TUESDAY, APRIL 25, 2000 An Informal Informational Meeting ("Shirtsleeve" Session) of the Lodi City Council was held Tuesday, April 25, 2000 commencing at 7:00 a.m. ROLL CALL Present: Council Members — Hitchcock, Land, Nakanishi, Pennino and Mann (Mayor) Absent: Council Members — None Also Present: City Manager Flynn, Deputy City Manager Keeter, Administrative Assistant to the City Manager Hamilton, Library Services Director Martinez, Community Center Director Lange, City Attorney Hays and Interim City Clerk Taylor Also present was a representative from The Record. TOPIC(S) 1. Discover Lodi! Hands on tour of the new Lodi Conference and Visitors' Bureau (LCVB) ADJOURNMENT No action was taken by the City Council. The meeting was adjourned at approximately 8:20 a.m. ATTEST: C 0 N E E R E N C E & V IS ITO R S B U RE AU Lodi City Council - Shirtsleeves Session April 25, 2000 . f Contents G Discover Lodi! Outreach Partners x Lodi CVB Current Budget Discover Lodi! Wine & Visitor Center Programs & Projects M Community Events Industry Relations & Involvement Wine Tourism Ag & Eco Tourism Travel & Lifestyle Trends Impacts of Tourism on a Community Winegrape Total Effort LWWC/LCVB LWWC Growers Wineries Ag. Industry Federal Grant Cal Poly State City of Lodi LCVBPartnet 00 $7 City of Lodi Cal Poly St. 4% Federal Gran' 4% Ag. Industry 9% Wineries 13% $100,000.00 1 r`%1QDnr+nnrO Winegrape Growers 6% $ WWC/LCVB 5% LWWC 49% 00 $130,000.00 ❑ LWWC/LCVB ■ LWWC ❑ Winegrape Growers ❑ Wineries ■ Ag. Industry ❑ Federal Grant ■ Cal Poly State O City of Lodi ■ LCVBPartners ' projected V C vO .N C O! � J U cU o I C) C U v W U i v co CC co m 1 G = •N E' 7p I U O J U J J f- I-- !❑ L ❑ UU a. m o b r U J 0 ` r ea o U O O O O O O O O O O O O O O O O O O O O O O O O CD C^ r O K M 44 r 49 O O O O O O O O O O O O O O O O I7' CD O_ O_ CA to N O N N of O K fR tfi r d4 i i O C vO .N C C _N C E U cU o I C) C U v W U i v co CC rz C m p v i > C r G n •N E' 7p I U O J U J J f- O O O O O O O O O O O O O O O O I7' CD O_ O_ CA to N O N N of O K fR tfi r d4 i i O C CL o I x W C U o :3 E1 •N E' 7p I U C� I-- !❑ ■ ❑ CD N � C w X x C N 7 O 0 N E IC C7 0 N O O U• 00 E EU-) h0 C tea` F L � co , CA I t- O =p Ql O J C .Nca N U _A 0 0 U U a W I � 'a LOB 0 O N � U 0 \ CL O > VLn0 E 0 C_ 'E M e 3 M o H p U U J C R G C 0 � y i 0 0 0 0 CL 0 c W �y UCo c E y j E c Ur1 0 CD Ha I ❑ ■ ❑ C 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 o c o 0 0 0 000 0 LriLnC C C) Lo ui o co M r� N Cl) m Lo M T- fH H? N FR> IA r N 69 491 d3 64 a o CJ y y C O y '� O e 0 y E V O C 0 � — O U C U _ o C1 V V N r C T' V r x V Er CO 0 Wx 0 y o U w U v ` V W C C x u C �Z c E O =0 O 6) 0 0 O J U J C H C7 U (- F- Program Community Concierge Lodi Wine Trail Marketing Campaign AdvertisingiOutreach I Partner Total Lodi Conference " Visitors Bureau Expanded Programs and Shared Costs Lodi CVB $19,000.00 $6,000.00 $7,000.00 $38,000.00 Winegrape Comm. $7,500.00 $2,500.00 $35,038.001 Partners/Others $10,500.00 $7,500.00 $16,300.00 1 Lodi CVB LWWC cash 8.inkind Partners cash &inkind $70,000.00 $45,038.00 $34,300.00 Expanded Program Partners & Cost Share Partners cash & inkind 23% LWWC cash & inkind 30% Lodi CVB 47% Program Total $37,000.00 $16,000.00 $23,300.00 $73,038.00 $149,338.001 0 Lodi CVB i ®LWWC cash & inkind i' 0 Partners cash & inkind _,%ii c[t caunciL ShirtsLccti'cs Scssion �ariL 5`", ; dd0 Lodi Conference & Visitors Bureau Expanded Program 2000-2001 Please see attached program details for each component. 1. Community Concierge Total Investment $37.000 Lodi CVB $19,000 Winegrape Comm. $7,500 Partners/Other $10,500 2. Lodi Wine Trail Total Investment $16,000 Lodi CVB $6,000 Partners/Other $10,000 3. "Lodi ... life the way it should be." Marketing Campaign Total Investment 523.300 Lodi CVB $7,000 Partners/Other $4,650 Economic Dev. $11,650 4. Advertising Outreach Campaign Total Investment $73,038 Lodi CVB $38,000 Winegrape Comm. $35,038 Total Program Investment $149,338 Partners/Other Investment Share $79,338 (53% of total program) Lodi CVB Expanded Program Request $70,000 (47% of total program) (s/an a/;'Joddns uo paseq ajewl2sa) OOS'LS (weJdofd odo/ )y dur;sr/ papuedza uo paseq ajewr;sa) 000'SS OOS'L$ OOS'ZS (badew! ojogd 'oaprn 'jualuoi jo asn pWI-ur sapnfjut) 0051/$ 000'6 LS sqn!' aaiAaaS Al!unwwo) ssauisng saau3Jed BAJ !Pol lau!}uaS SmaN !pol wwo) adeaSauiM BAD !POI :aJegS Iso, 000'L£$ juawIsanuI aauao) A;!unwwo) !e!X!uj (elol •Jaded 'sa3p!Juea Ja�u!Jd 'sa;Lpdn wpJ°ovd pup auaauoa 'aoueuajuieW (Allenuue) 00011$ -weJgoid uaans yonol 'SuPipa 'AgdpJgoloyd 'oap!A 'jJe '�uaJuoo JeuiniJO 000'0 L$ •sjeoo ys(ur) pup awiJd 'daJd Ju'ed •J@ALid onQ 'Joa!uow uaaJos yano2 pDI JJe1su/ nwsnoy pue)lays Joiruoly •uopej1Lnsu.t pup 'aJempJeq '4JOMaweJj �so!4 Jlseq jJnljsuoD 000'OZ5 •.lo) uAIOUJ 2u!woaaq s! !pol legl ap!ad leao! pup ,(I!!el!dsog 'aa!AAas paz!!euosiad agj }o alsel apup suo!jaaa!p 'uoilew.jojw !euo!l!ppe aoj eaae s!ql of A!aso!a pail aq !!!m wpa2oad aaa;un!oA aql •uolIeWJOJUI aoj!s!A pup dl!unwwoo juaJjno jagjo pue saaAll pup sialsod Juana 'aepua!eo Al!unwwo:) a asnoq Osie !!!A% aauao) ,tl!unwwo) aql •waq} g}!A% ajel of uo!lewro}ui jo saSed palaa!as Ino lu!ad of a!qe aq uag} !!!M ao}!s!A aq}'weaAoad AJIS12ai !pp!aq a jo uo!gsej aq; u! dn;aS •(uo os pue'saaols Aiaaoa2 `s!el!dsoq) , sassauisnq pup suollpzlueSio Al!unwwoo aagjo se i!am se'suo!leoo!/sawil oullaaw pup sgn!a aa!Aaas !poI 'd!gsiomjo saap!d pup sayoango }o gulls!l aIa!dwoa e apn!au! !!!M agaa!auo) Al!unwwo) aqj aoj sued - saoj!s!A aAJaS aagl inj o j aaow pup s}uana'suol13e.l11e'sa!j!A!jae'nu!ddogs luiuip !pol Inoge uoputuJojul aAa[Jlaa pup ao) goapas of saoj!s!A ANo!!e !!!A% ga!gnn'a2ja!ouo) Al!unwwo] aql paweu A!}dp'weigoid uaaaos gonol a aq !!!A% Isolj aq} ap!su! •eaae slgj ;o aaluaa aql aol pauue!d s! Isolj !pol umolumop a jo AdOo !apow uA'%op pa!eas V •aa}uaa s,ao)!s!A Anau aql 10 Iuauodwoa wrilvaj p aq !!!m aauao) Ajjunwwo) aql p ay} IR aauao= • L WP32OJd OOPS ' c� j?a�✓ 14U7SS�$' S�.4J�?Sr11L(5' ?»ut1vJ �.j1� ��0'7 Lodic[tcnuxciL Shirtsle-csScssio3i Program 2. t6di :Wine Tra►1: The Lodi Wine Trail program will serve as both an image enhancement tool and general visitor directional signage. Rather than a specific route, the Wine Trail will serve to identify and direct visitors to local wine tasting rooms and wineries. It will also be a subtle reminder of the beauty and scenic value of the Lodi area, which includes vineyards, but also features orchards, rivers, rural farming communities, and nature areas and habitat. Collateral marketing materials in the form of an appealing and usable map brochure will provide an overview of the entire Lodi and Wine Trail area. Points of interest (such as Lodi Lake, Downtown, and the SJ Historical Museum) will be noted on the map. The map brochure will be available at the Discover Lodi! Wine & Visitor Center, local wineries, Chamber of Commerce, as well as area attractions and businesses. The Lodi CVB is coordinating with the San Joaquin County Department of Public Works on installation, and Wine Trail signs will be placed throughout the countryside of Lodi. In addition, Lodi service clubs are being approached to provide partial installation labor where feasible. The Lodi CVB will coordinate with the City of Lodi Public Works Department to provide supplementary city directional signage throughout the city, where appropriate, that will continue to guide travelers. Costs outlined are for 50 signs Signs — including design/art and manufacturing $5000 Labor - estimated at $100 each, including pressure treated post $5000 Map Brochure — art design and printing $6,000 Total Initial Investment $16,000 Cost Share: LCV B $6,000 Lodi Winery Association $2,500 (half of sign cost) Lodi Sunrise Rotary $5,000 (estimated in-kindlabor/installation) Potential Marketing Sponsor $2,500 (for brochure map) OS9'1.ls :;uawdojanap :)lwouo:)3 !pol OS9't•s S. au;Jed ;:)afoJd 8AJ1 000'LS 8AD1 :aluys ;soD 00£'£Z5 :spauodwoo /je jo guiXtid pue u8isap 'alb JUawjsanu! Je;ol -(ap!n2 SAOI!s!A ay; se yens) slepa;ew Du!;a>lJew 41!unwwo:) lay}o se I!ati% se SIe1Ja;ew anoge )o uo!snpu! 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Aeras ay) aRl -"!P07,, aqj pup suolssaadwl nul;sul uai}o al!nb air suolssaJdwl jsJ! j •aaue;Jodw! ;sowin;o si aDewl jUajS1SUOJ a 4}!A% SIU1Ja;ew aU1jajJew IPOI Dul�eadde pup juaJJnJ;o uo1}eaJJ aq -Iel:)!;auaq aq p1nom 'y ea ;o seap! pup saoJnosaJ 'sJellop ay; aDeJanaj p1nom 4:)igm 'taafoJd ;u!o f e ;eyj Ila} sum 1!'JaylaDOl Alasop pall air juawd0!aAaP :)iwouoJa pue ws!Jnol aJUIS 'S;a1Jed ;uawll!;fin; pup speal JO; sirpajew snoIJeA DUIJegs SUOI;eZIUegio OA%l aqj Du1pJegaJ suolssnaslp woJ; aweo weJnoid aqj Jo; snfadw! aqj. -uD!edwea Du1;aliew !pol pawisa;u! �(!!n; a du!do!anap AIaAlteJadooa air ;uaw;JedaQ juawdolanaa olwouoo3 s,!pol;o df!' ay; pue neaJng sjoI!s!n tg aaUaaa;Uo:) !pol ayi'sassauisnq PUP S)Uap!SaJ Se lIaAA Se'SJaIaAUJj legualod Ol !pol;o Ajols ay; I!al Ol JapJo ul ��x�� �'��� �. �loa/oJd anrjrJadoo7 g�'ljluaurdo�anaQ �icuouo�3 rpoj�o�{�r' _=. ,�:.a .K ��,.. ie weJ ui�a�aEW •,a9 pinoys �� Pn��ay� a>t�1 '�po7,,.� • C urea.Soa d LoJi citJ councit Shirtstccvcs SGSSioK April. „s'", zoon Program 4. Lotli Advertising Campaig�`�, It is imperative that Lodi develops and implements a strategic advertising campaign in recognized major travel publications. As we all know, advertising investment very often leads to high value editorial; publishers are happy to support advertisers. Lodi has a story to tell, with a wide variety of high quality, exciting and diverse programs and attractions to offer. We need to tell that story. Currently there is little, if any knowledge, of Lodi outside our immediate geographical reach: Results of a recent regional market study indicate that a majority of respondents had minimal knowledge of Lodi, as well as an impression of Lodi was not all together positive. We need to expand our outreach into target markets and we must work to ensure that our investments in the community are profitable and beneficial. Attracting visitors is one way to ensure this. We must continue to position Lodi as a destination for this to happen. BASIC ADVERTISING STRATEGY — YEAR ONE California Visitors Guide Y2 page (full year) $15,500 Published annually by the CA Division of Tourism. 485,000 distribution. Reaches over 1.9 million inbound travelers. Includes reader response on postcard and a toll free request number. Each month, the division mails a list and labels of interested visitors based on responses. Ad rate includes enhanced listing in regional section of guide and a hyperlink from the CA Division of Tourism Website. Full year publication. For the 2000 Guide, the LCVB participated in 1/3 of a 1/3 page ad co-op with the Stockton CVB. Since the guide's release in February, the LCVB has received close to 150 requests for Lodi information from potential visitors around the state, country and globe. We would like to expand upon Lodi's presence in the guide for the 2001 year. Sunset 5" reader response ad @ 12x $20,640 Sunset has a circulation of 1,326,274 in the Western U.S. and of that, 759,000 are California subscribers. Other U.S. circulation is 113,5 75 Sunset is the premier publication for travel, lifestyle, food and culture for the Western United States. 78% of Sunset subscribers traveled to Northern California between 1994 and 1997. Average annual household income of readers is $81,900. The reader response advertising program (readers circle a number on a postcard insert and send to Sunset) includes a list of interested travelers and mailing labels sent to the LCVB each month. For example: Ironstone Vineyards has begun advertising in Sunset's Reader Response section and receive, on the average, 1000 requests/labels per month from interested visitors. An advantage to this program is that travelers have already been pre -qualified as interested in the destination and desire more information about it. Because of this pre -qualified component, this type of a program leads to a very cost efficient use of materials and postage. Lndi cit J cou.ucit shl rts(,CCti'C$ SGSSC<734 .riG Z5", c�00 Program 4, continued.... VIA Magazine (AAA) Wine Country section @ 6x $23,898 VIA's circulation is 2.6 million with an estimated readership of 5 million. The Wine Country section means prime placement in every issue and includes a listing in VIA's Reader Response section, in which readers circle numbers corresponding to destinations they would like to receive more information about. Each month, VIA will send the LCVB a list of those interested in visiting Lodi, along with mailing labels. As stated above (in Sunset information) this results in a pre -qualified list of interested visitors and a good use of materials and postage. Reader response lists also become the basis for future mailing lists for events, special promotions and so on. 43% of readers are age 35-54, with an average household income of $75,000. More than 2 million drink domestic wines and are frequent, educated travelers. VIA publishes an extensive calendar of events and is widely utilized by readers for travel planning and travel decisions. Lodi Website Total Design and creation $13,000 The Lodi Website must serve as both an invitation to visit Lodi and provide travel planning assistance. The current Website will be designed to serve as both an online visitors guide and the foundation for the new Community Concierge program. The design firm contracted to design all wine and visitor center exhibits will also be creating the Websites for the Lodi Conference & Visitors Bureau, the Winegrape Commission and the Discover Lodi! Wine & Visitors Center, which will result in a consistent and integrated web presence for Lodi. The Website will have tremendous impact as a site on the World Wide Web, and also serve as the information source for the touch screen kiosk program. Future plans include utilizing the Website to make reservations for rooms, shows and dining. A recent conference speaker shared information about travel and the Internet: 42% of the population has Internet access at home and 55% at work. 35% used the Internet for travel planning and information and this will steeply increase in the next 3 years. People are also seeking out destinations that are different and "untouched." Lodi is in a prime position to take advantage of this growing interest in new travel, and the web as a tool for marketing. Website creation, content and design: $10,000 To include virtual tour footage, 360 -degree digital photography of major attractions and conference sites, audio files, auto -responder and e-mail capabilities, links to Lodi community and businesses, expanded search engine registration. Maintenance and update costs annually: $3,000 Domain name, search engines and content. Total Advertising Outreach Investment $73,038 Cost Share: Winegrape Commission $35,038 Lodi CVS $38,000 IL I z Gn a, -a 4f ° _ O •E E O V v CL an Q v �.1 L 2� I tom+ c a� r Q. �L 'D w p U 0 EE ly 0 ✓ bx "G � O J C. O H qu TJ ° •ir °U o L SQ a o _ n r z Gn a, -a 4f ° _ O •E E O V v CL an v L 2� I tom+ c Q. �L 'D O EE ly bx "G � O J C. April 25, 2000 LODI-WOODBRIDGE WIVEGRAPE CO>I}IISSION Dear Lodi City Council Members, Since 1991 the Lodi -Woodbridge Winegrape Commission has proudly served the interests of its 650 winegrower constituents. With the grower's vision, effort and financial support the commission has developed innovative programs in regional marketing and grower education. It has also created an award-winning integrated pest management program that is known nationwide. In addition the commission is pleased to have become partners with the City of Lodi in operating the Lodi Conference and Visitor Bureau, whose goal is to increase tourism through regional marketing efforts. Lodi growers are successfully making Lodi more prominent in the world of wine. Over the last decade local acreage has increased from 45,000 to 75,000 acres of premium �vinegrapes. The crop value has increased from $75 million in 1991 to $242 million in 1999. The number of wineries designating Lodi on the label has expanded dramatically. The commission has grown in scope and influence, and its grower -leaders now seek to serve the local economy in an even more significant manner. In September 2000 the winegrape commission will celebrate the opening of the "Discover Lodi Wine and Visitor Cen;=_r' - a stunning new tourism venue to highlight the Lodi region and its abundance of visitor -related sights and activities. The center will be primarily supported by grower assessments, however a broad base of financial support has been generated from community and industry sources to shoulder the $1.5 million establishment costs. Over 2000 square feet of space at the new center will be devoted to exhibits and interactive displays, exploring the nature of one of the state's most famous food products, wine. Since wine -tasting rooms have proven to be an effective economic development tool, a major focus of the center will be consumer wine education. The %vinegrape commission has partnered with leading international wine experts to create a first class wine and food program tha' will be offered on site, and will be cooperating with all local wineries to increase visitorship in their tasting rooms. The winegrape commission is proud to create this "bricks and mortar" approach to generate tourism for the benefit of t:^.e Lodi community. We are confident that the exhibits. display s. and educc`.IOnal c"'�rm-_S `' V;;ll mvide a owerful magnet ,� the cen«r p. p to Gt:raCl Vis';Ors t0 the Lcd r=gi� �.1)Gf` t'la`. It Ofrc �i'Jc loo=; fOrtivard to co"tinJin-c ._ ,'vor�. v;i`'„ tr'? C!.y o` Ld ..: supco', of 'L",e Lod; C-. ,.erence and V,S1o' Bur as a p=rn In this ex: :.no veil. . O. Lod: V/codbridge U''./inngrape Comm:_tion 5ca,d a 0 c� E L 0 4- c c . _ �0� L c� F 0 ._ a 0 c� ■ _ .0 �p ._ L 0 4 a� rig uANEMONES RS i 0 L 0 CL Q. 0 BE E E 0.. v w Discover Lodi! Wine & Visitor Center Exhibits/Displays Winery Hot Line & Community Corner This inviting and dynamic area will contain comprehensive and current visitor information. Visually appealing and interactive, the area will encompass a Winery Hotline, where visitors can place calls to local wineries directly to set up appointments and more. The Community Corner will feature a Virtual Concierge Which will direct visitors to the wide variety of dining, shopping and lodging choices in Lodi, as well as up to the minute information on local and regional events, attractions and activities. Craving Mexican food? Interested in the upcoming concert at Hutchins Street Square? Searching for a unique antique? Ask the Concierge! A scale version of a Downtown Lodi Kiosk and a Community Concierge program — utilizing enthusiastic Lodi citizens as volunteers - will complement this special feature. Topographical Map & Virtual Lodi Tour Showcasing Lodi's unique geographica! position in California is a stunning Topographical Nlap that illustrates the unique climatic attributes that separate Lodi as a premium Nvinegrowing region in the state of California. Nestled in the exhibit is an interactive virtual tour of Lodi that takes travelers on a journey of discovery through the vineyards and wineries of this historic winegrowing district. Music, sight, and sound drive the excitement as the tour unfolds itself to the traveler. See a vineyard blossom in the spring, take a panoramic journey through the cellar of one Loci s boutique -wineries, watch the precision of a mechanical harvester navigating a vineyard. join us for the Journey! Vine & Soil Exhibit Go clo%,.-n under as you explore the different soils of the Lodi region. Learn how soil pla;:s a critical role in the quality of vine. See ho,.v the roots reach into the earth and extract key nutrients and water. This four-sided plexiglass exhibit will profile four different soil types in the Lodi region, and illustrate their value in producing quality Lodi wines. Intezrih• Award Exhibit Pris -2= o: Cast winne-,5, and the 1'1% -_ ."'" lead. H,)•.,- exemplified Int'afli\' in !i�-e The CallrVrnia = ! ._._,_. �`:0 -0' be Whe.-e is Is toc' 3:e Irl:, ;,'c�:I,0na! Iea.._ �"-`=:_-` h".,Z' - �.eC1t7C{;Y.i'-lge L.Ineg'a; C� . ;;;or,, the Int2,rt%• •-v•.a-.. __e,� to ,.., .or :r' - Historical Exhibit Tipping our hat to history, this exhibit will feature the people, ideas, innovations and events that have shaped the modern day Lodi. Rotating periodically, the exhibit will allow us to work cooperatively with local historical resources and organizations to recount the rich stories of our region's most valuable industry and connect the past to the present. Virtual Winemaker So you want to be a winemaker? Step up to this interactive display and try out your skills at grape growing and %vinemaking. Using Lodi ,,vinegrapes, what are the different varieties of grapes you could gro%%,? Will you age the wine in French or American Oak barrels? What will you charge per bottle for the fruits of your labors? Will the wine critics love your creation or not? Based on the latest developments in wine education by WineQuest, Inc., this winery simulation game will provide an exciting interactive exhibit that will be both entertaining and educational. OAK FERMENTATION TANK A large upright oak fermentation tank, split down the middle and separated by a 6 - foot walkway will provide the background to tell the story of grapes and wine. IPM Exhibit Explore the pioneering efforts being made by Lodi grotivers at sustainable farming practices. Go inside an o`.vl box, learn the value of cover crops, drip irrigation, and natural enemies. See how Lodi gro,.vers are using these strategies and other; as they strive to do the right thing in the richt way. A Year in the Vineyard On this inside half of the oak tank take a journey through the season in the vineyard. From budbreak to harvest, *explore the seasonal lifecycle of a vine, `yitness the multitude of decisions grooyers make as they cultivate the vine, see that ,.-,,ine gro`.v from ground to glass as you explore the seasonal journey of your favorite grape. A Year in the Winery On this side of the oak tank learn ho,.:, tha` wonderful grape becomes wine. From chao; oT crush to tn-- bottlin2 the ar, end science or ho'v grapes fernlen` %::-. I_ T:^;. in.--! 'iliratlon? \. ha' _ this oa" 1' I. <: ,' ne %,� cc i> o7 a ;�•_ tit , ,�� .n a.; c -a, our fa•.or��_ b_ Barrel Exhibit 1%'na- is t:ni; oak thing all a'boui? .-.ler cap Oak, Fre,,ch Oa'-, \%'hat's the d , erence' Co inti -i? a .vine barrel and learn are a lot more than just barrel. From oa 112 Sunday, tanualy 23, 2000 fin: Kccurd a SOU1111d qjff Asked at Woodlake Plaza in Lodi. "Yes, I think it will. Ir's a great place, and they have good food, too." Pat Novinger, 41, utility district operator, Lodi i T will lake lirne to get to that point. They have already established a pretty good presence; it will certainly give them more to offer Ilia community." Greg Smith, 49, consultant, Lodi Question: Do you think the new Lodi wine & Visitors Center will become a tourist attraction? d J r _ _mi "I think so. It has a lot of potential. It's supposed to be fab- ulous." aonfiie Gillis, 59, grocery checker, Lodi "Yes, I think it will. Wine & Roses is a nice place, and I think it will attract more poop/o." Evelyn woods, 45, grocery checker, Lodi "Yeah, I think it s a great idea. A lot of people will conic by and chock out Lodi." Mark Beeman, 19, meat clerk, Lodi t( "In hn,e ,r wlll; nol ri.11,l o f thu bat. But I' II It will ,crow ovor lrnla." n r Wes Lee, 40, c. yencral contractor, Morada I. t{ V 0 00 0 0 isitor, ; e t i promote Lodi " 1' ! rte;. industry .j i By I1z Benton 14 --cord Staff Writcr LODI — There's more to wine - making than can be put. into a bottle. For the Lodi Woodbridge Wincgrape Commission, that means packaging a mix. of Lodi history and viticulture into a new visitor center it hopes will draw more tourists to the area and put Lodi on a par with more popular wine -tasting destinations such as Napa and Sonoma. "Many people have been to Napa.... We're offering an alter- native. Lodi liras its own chars► and character," said Mark Chandler, executive director of Ute conunission. Tlxat character'will come in the form of a 7,500 -square -foot, old world -style facility wide a three- story stone tower, 5-inclx-thick wooden doors and a vine -covered trellis. Visitors will be able to sample and purchase arca wines at a WINE Continued from F1 winc-lasting facility, buy flower arrangenheus and other sotrvenils and cat breakfast and hutch in a cafe adjacent to We visitor center. The Discover Lodi! Wine & Visitor Center and nearby shops will be located on the property of Wine and Hoscs Country flux on West Turner (toad in Lodi. Construction will begin this monUn with aux opening (late early next year. The $1 million visitor center will feature: 9 Educational displays about how small wineries with Lasting roonts. We'd like to help create traMc for those wineries;' he said. The commission office is the only information hub serving the area's wineries, he said. "People see miles and miles of vineyards rds here but few places to stop and Gnd out about our local whit industry," lie added. Jeri Hansen, executive director of the Lodi Conference and Visitor Bureau, said the center will also serve to promote nonwine-related actvilics. "People will come over and sec that and end up staying for a while. (Wine) isn't all we have," wine is nhede. 13 A conference roonh and enter- tainment facility. a Offices for the winegrape coin - mission and Lodi Conference and Visitor Bureau. 0 Wine-trclaled books, apparel auld odicr nierchandise for sale. m Lodi maps and brochures on arca altractions, such as Lodi Like and Micke Grove Park. Increasing competition in the wine industry also is prompting development of the center, she said. The center will be located along; a scealc drive of wineries and other attractions that will be marked by signs this fall. 'Ilhc commission ww be leasing space for die visitor center from Wine and Hoses owners Del and Sherri Snilth. In conjunction with die visitor center, Wine and Hoses Country Inn will be investing roughly $5 million into all expansion that includes addlug 40 more roonxs, banquet and meeting facilities and a spa center. The upgrade is intended to remake the small country huh as a central destination point for area tourists, Del SmIlli said. "Lodi has some of the best wines in California. To properly expose them, you need a facility that promotes that level of q The Inn has long prom local wines in its restatunn t by arran ng tours of indi wineries for customers. Snildili but business was hindclXX lack of roonns and event sl)aa added. I' Separately, the Lodi Woodht bWhhegrape Commission recti elected a new board of diroc Joe Cotta, president of lot A. ( Vineyards, succeeds Hod Schatz as cliainnalh. Cotta, at native, has served as a coir stoner for the past slx years. Mark Slihnozaki, Tbay Flu( Bruce Fry were elected coil sioners serving two-year t1 Steve Quashnick, Thin 11011»ta Keith Watts were appohnta clulfnnan, secretary and Urea c4 for tic upeonilini Chandler said. "It's extremely iulpurtant fur I..thli Iu 0rcallc a name in the wine industry." The wiuegrape 41i1111111ssloll, which had discussed a center for three years, decided to go ahead with the project this year because of the 1:1111101 of several newer .vineries and Ilio growth more recently of established wineries, he said. "The trend is more toward Please see WINE. F.7 7°i - - OARREN IUTONOViCWNsws-Sa r.;;�. Wine and Roses partner Del Smith points Tuesday to an area where the bed and breakfast will expand. Wine and Roses unveils plan for major ex ansior j p "y Brian Ross ;ws-Sentinel staff writer Vine and Roses Country Inn has been sold out every night for the' past three years, says co-owner Del Smith. Now relief is in sight for those who have been unable to book a reservation at. the rustic Lodi bed -and -breakfast. Nine and Roses partners Smith and Russ Munson announced Tuesday a major expansion of the inn which will increase the number of guest rooms from 10 to 50. The project is expected to be'finished by July, 2000, he said. The total cost of the expansion will run around $5 million. As a result, Nine and Roses will double its current staff of 60. Included in the expansion will be a new, 7,000 -square -foot home for the Lodi -Wood- bridge Winegrape Commission and Lodi Conference and Visitors Bureau, which have outgrown their current headquarters off Mills Avenue, according to Mark Chan- dler, the commissions executive director. The new location will be known as the Lodi `Vine and Visitors Center. Although the expansion will mean some big changes for the inn, Smith and Munson say the tranquil atmosphere upon which Wine and Roses founded its success will re- main unchanged, "We will remain faithful to the ambiance we've created here over the past 15 years," said Smith, who said that he and Munson see the expansion as an inevitable step to the inn's coming of age. The new design theme at the inn will call to mind a winery, complete with barrels, trellises and other icons of wine culture, he said, "The new design will reflect the charac ter of the area," said Smith. The project is being designed by Stock ton architect Mike Donaldson. - Also in the works are significant increas es in banquet and meeting space, with th, addition of two new rooms, capable of seat- ing some 360 additional guests. - According to Munson; this will enable Wine and Roses to handle more large grouF tours. It will be a major step forward for Wine and Roses, which is currently forced to lim- it its dining room's hours of operation dur- ing peak months to accommodate various local social events, Munson said. The addition of 150 new parking spaces on some of the inn's currently undeveloped grounds will eliminate congestion during large functions, he added. Please see Wine and Roses, Page 10 Wine and Roses Continued from Page 1 Highway 99 and I-5, the center Lodi district in presti?a" A swimminc pool, creatively should be able to attract a variety Accordin; to Chandler, the tim- imorovised from the basement of of visitors," she said. ing of the new center couldn't be an 1880s mansion which burned to Chandler is also optimistic better, as Lodi enters an era of the ground in 1912, will be refur- about the potential of the new cen- higher wine awareness — and bkhed to help guests fend off the ter. greater competition for a share of Valley's notoriously hot summers. "We will be in some Very good the expanding worldwide swine The Wine and Visitors Center, company;" Chandler said, in refer- market. which will cost around $1 million ence to the fact that only a hand- r lunson and Smith, who had to build, will be instrumental in ful of winemaking rel:ons boast been negotiating with Chandler attractin,v a nationwide mix of vis- their own visitors center — most for approximately- four years prior itors to the area; according to Jeri of them in California's rnost prey- to reaching their agreement, Hansen, of the Lodi Conference tigious wine regions, or in Euro- couldn't agree more. and Visitors Bureau. pean countries, Chandler said. The pair.say.they have negoti- 'Viith easy access from both "This should helpto'elevate the ated long and hard to'make the ex- pansion a reality: Finally-, they say, the time is ripe to make the move. "If the time is not now, it's nev- er," Munson said. vrsm' maar1C2p tVr'g posixion oII'1 bLoal iC0u1'ISIi1 he San Francisco hotel in- dustry isn't threatened nor are reservations at Disney- land slowing :noticeably, but several signs point -to a sur- prising new.growth industry in Lo- di — traveI. . Wine tasting, once a dwindling possibility, is making a big come- back. The Pro Style Sports Com- plex would do a lot more than just slow down passing truckers on I-5. The reborn Conference and Visi- tors Bureau is, having some luck getting the message out. And Lodi's forest hostelry — the Wine and Roses Country Inn — is about to place a big bet'.that the. visitor's trade will grow. In . fact, say owners Del and Sherri Smith, the business is already here if they just had the facility to capture it. They've got a handshake under- standing with Stockton architect Mike Donaldson, a positive feel .from a local bank, a savvy partner waiting in the wings and a plan' by Del. and local designor' ' Judy Schultz to expand the 10 -room bed and breakfast into a 50 -room hotel with a year-round banquet facility seating 200. In stock market parlance, the Smith will soon take a $4 million long position .on tourism in Lodi. And if you look at what else is driv- ing this market, it may prove to be a very well-timed buy. An analyst would have to be im- pressed by the Pro Style Sports plan at Flag City. It's more than a huge youth soccer complex now. There's, a hotel, cinema and a -host of other businesses planned as well as a professional sports training fa- cility. The travel market here is •also being lifted by Peirano's new tast- ing ' facility . and the 'notoriety gained by Phillips Farm's recent gold 'modal. Add to that plans by Mondavi to open a tasting facility at its Woodbridge Winery and Lu- cas Vineyard's plans to remodel its tasting room. • And.then there's the broad ap- peal. of'the events envisioned at .Hutchins. Street Square — the Dra- } �4 Mart .1 .:;J Weybret ma Fest, the new Labor Day music festival and others.Conference and Visitors Bureau exec Jeri Hansen said it's becoming easier and easier to sell Lodi as a destination. She's just back from the California Trav- el Market trade show where "everyone was very surprised — pleasantly" by what's available here. She said she enjoyed travel agents' and tour operators' first re- actions: "The look in their eyes is, 'Ali hall, I had no idea that, ..'you fill in the blank — wine, the Delta, the arts at Hutchins Street Square. It's fun." For lunch at the show one day, she uncorked 15 cases of local vin- tage. Woodbridge zin, Phillips harms symphony, Poirano Estate shiraz, Clements Vineyards chardonnay and Lucas "zin blos- soms" were great hits. Napa vint- ners like Ravenswood and Bella Vi- gna, who put Lodi on their labels, are adding to local credibility. The symbiosis of having the vis- itors bureau run by the Lodi-Winc- grape Commission seems clear. Look for the commission's national magazine ad titled Discover the -tins of Lodi; it's great. So with all that as cncourag;c- ntcnt, the Smitlis are going to ex- pand their quaint bed and break- fast with its fair-weather wedding ftcflity into a 6.5 -acre showcase. They've givcn'architect Mike Don- aldson a tall order; "The day we finish, we want it to look like it's been here a hunched years." The 40 new roams will be on the west side of the expanded property — two-thirds of the rooms upstairs, one-third downstairs. There will b lots of bench seats and balconic: and the Fool, built in 1912, will bi (1011)(1a " Gtirly elaborate" oasis froi Lodi's sununer heat. They plan a shop selling; flower and Lodi "ti►ings" — Del couldii' quite bring; himself to say sou venirs. Much of the market they need t. make the investment fly is her, now. IIIft.y percent of their booking: arc business travelers and guest: of local corporations like Genera Mills and Mondavis Woodbridg;i Winery. When they have ertoul;l room for large parties, they expec! these companies; will stop sendinf them to the big chain hotel it Stockton, The Smiths hope, guest: will prefer to enjoy the "valley." al. mospherc of the old Tiwne fautilti home. "lf you've just flown in from thr Alarriott's in Dallas, this will be ,, terrific surprise," said Del. Marly Werbre1 is !he, edifor'und publisher ref the Lodi Ncws-Scn- linc•1. �� frtM Lodi-Woodbrid a --��•:�:,::;: Winegrape Commission Crush District #11, Local Commission +ti August 1999 Volume 9 Number 1 DISCOVER Lo DLJ New Lodi Wine Visitor Center to Highlight Wine and Tourism Capping ' off nearly a decade of ambitious promotional efforts, Lodi winegrape growers are generating still more excitement by creating a world-class visitor center to attract tourists to the Lodi region. The 4000 square foot facility will be located on property owned by Wine and Roses Country Inn at the northwest corner of Turner and Lower Sacramento roads in Lodi. We are taking our promotional campaign to the -te\r level" according to Joe Cotta, Chair of the Exterior Plaster South Elevation Lodi -Woodbridge Winegrape Commission, who will be leasing the newly constructed facility. "Lodi growers wvill greet the millennium with a real showplace to highlight our region and the wonderful wines we're producing. The world of wine will stand up and take notice of this outstanding facility, and Lodi's reputation for qualir; wines will continue to grow. Cotta says the many emerging boutique wineries in the region will be served well by the growers' efforts. The eye-catching building, designed by Lesovsky- Donaldson Architects of Stockton, will have the look of an old winery and feature an impressive three-story stone tower visible from all approaches to the property. It will contain state of the art -wine and viticulture educational displays, a conference room, and a "cellar room" for entertaining and special events, such as wine dinners. Wine related memorabilia, books and apparel will be available for sale. Offices for the winegrape commission and the Lodi Conference and Visitor Bureau will be on site. i : � Trellis Feature The commission intends to launch a series of consumer and grower wine education classes to be conducted at the center. "It will be exciting to add this center to the many high quality tourist oriented sites developing in the Lodi area, says Jeri Hanser,,'Executive Director of the LCVB. The vrinegrape commission has committed to a five-year lease of the premises with an option to renew for an additional five years. Construction is to begin immediately with January 2000 the target date for opening. f, L 0 C CL Cl) L ,- W E 0 �-- 00 '. � � L o L o L L � L C � V a �* o 0 0 N N d1 L CL (nL CL 0 LCVB Partner Program - as of April 13 Partnership Category A&W Root Beer of Lodi Marketing Bank of Lodi Marketing Bank of Stockton Marketing Bella Vigna Vineyards Civic Best Western Royal Host Inn htarketing City of Lodi htarketing City of Lodi Economic Development Dept. Marketing Friends of Lodi Lake Community Guild Cleaners Civic Gavin Paden Civic Hoffman Vineyards Community Hutchins Street Square Marketing Ironstone Vineyards Marketing Lakewood Drugs - Lakewood Gifts Community Lodi Comfort Inn Marketing Lodi District Chamber of Commerce Community Lodi Historical Society Community Lodi Irrigation Marketing Lodi Memorial Hospital Marketing Lodi News Sentinel Marketing Lodi Woodbridge Wine-rape Commission _ Marketing ,Mazatlan Cafe Civic Naomi hAcCallum Carey Civic Peirano Estate Vineyards _ _ _ Marketing Phillips Vineyards htarketing SJ County Historial Museum Community Susan Hitchcock Community The Lucas Winery Marketing Th_e Music Box Civic _ Vines to Nines _ Community Wine & Roses Country Inn ----_-_--_- _---- Marketing -htarketing---_----_— Woodbridge Winery Lodi Conference & Visitors Bureau Partnership Program The Lodi Conference & Visitors Bureau Partnership Program is available for companies, organizations and individuals who possess foresight and leadership, who support a dynamic and cohesive community, and who want to invest in our community's future through the cooperative promotion of our area as a desirable place to visit, conduct business and live. CIVIC PARTNER Annual Partnership - $50 The Civic Partner is the individual community member who supports the Lodi Conference & Visitors Bureau's efforts and programs, and who understands the positive impacts of tourism through the community. The Civic Partner may be seen as an ambassador for the LCVB, the community and the local tourism industry. Benefits of Civic Partnership include: • Opportunity to participate in LCVB Partnership programs, activities and events. • Current Partnership roster upon request. • Connection and networking with other community members, organizations and businesses. • Representation of the community by the LCVB at national, state, regional and local travel and tourism industry trade shows and events. • Recognition piece identifying you as a Lodi Conference & Visitors Bureau Partner. CONANIUNITY PARTNER Annual Partnership - $100 The Community Partner is the non-profit organization, community group, service club or event that wishes to gain visibility through the programs and promotions managed through the Lodi Conference & Visitors Bureau, and that supports the efforts and programs of the LCVB. Community Partner benefits include: • Opportunity to participate in LCVB Partnership programs, activities and events. • Current Partnership roster upon request. • Connection and networking with other community members, organizations and businesses. Representation of the community by the LCVB at national, state, regional and local travel and tourism industry trade shows and events. • Recognition piece identifyin; you as a Lodi Conference & Visitors Bureau Partner. • Free expanded listing on the Lodi Conference & Visitors Bureau Website - www.visitlodi.com • Dissemination or marketing and promotional information or materials through the LCVB and the Discover Lodi! Visitor Center (coming Summer 2000). • Media relations and event promotion assistance: state%vide, regional and local media lists, LCVB Calendar of Events listings, assistance wit public relations a^d press releases. •? '� Con;ere.^.c? 6. V Tors B'�'?d., p^o-o r:!? � , .use in pre5?,ia• n ''Tlm� '1 C JJ L04, 4: 0 7 or co J ..'.7 r"... -'. 5. Lodi Conference & Visitors Bureau Partnership Program MARKETING PARTNER Annual Partnership - $200 and above The Marketing Partner is the business or facility that wishes to gain visibility through the programs and promotions of the Lodi Conference & Visitors Bureau and, that wants to offer its products or services through the efforts of the Lodi Conference & Visitors Bureau. A Marketing Partnership is for all types fo business, as tourism impacts the community at many levels. The benefits of a Marketing Partnership include: • Opportunity to participate in LCVB Partnership programs, activities and events. • Current Partnership roster upon request. • Connection and networking with other community members, organizations and businesses. • Representation of the community by the LCVB at national, state, regional and local travel and tourism industry trade shows and events. • Recognition piece identifyting you as a Lodi Conference & Visitors Bureau Partner. • Free expanded Directory listing on the Lodi Conference & Visitors Bureau Website — www.visitlodi.com with a link to present Website or custom LCVB Web pages. • A unique and specially designed two-page website for your company or business on the LCVB website with your o,.vn sub -domain name and link (e.g. www.visitlodi.com/your name). Photos and custom design included. Free monthly updates. Those with existing websites can use Partner benefit pages as easily updated additions, to promote special sales, events, etc. • Monthly re -registration of Website with ma;or search engines and 300- minor search engines/directories for any present website, Plus, LCVB Partners receive a benefit from the traffic and search engine positioning of the LCVB Website. • Lodi Conference & Visitors Bureau Partners receive discount rases on full Weosite design and hosting through the LCVB Website designer. • Media relations and event promotion assistance: stater, ide, regional and local media lists, LCVB Calendar of Events listings, assistance with public relations and press releases. • Access to Lodi Conference & Visitors Bureau photo file for use in presentations or community promotions. • Distribution of brochures or marketing materials to fulfi!I requests and visitor inquiries through phone calls, mail and Website; and at travel industry and trade shows attended by the Lodi Conference & Visitors Bureau. • Priority listing in community and destination marketing materials to conference and event planners, and tour operators. • Preferred referrals to conference and event planners, tour operator and interested visitors. • Dissemination of marketing and promotional information or materials through the LCVB and the Discover Lodi! Visitor Center (coming Summer 2000;. • Confidential Conference Calendar — listing upcoming events and meetings in the area that are potential users of products or services. Partnership Program Application C O N F E R E "C E S VISITORS SUR E A U ❑ Civic Partner ❑ Community Partner Organization/Business: Principle Contact: Mailing Address: Physical Address: City: State:_ Phone: Fax: E-mail Address: %Vebsite: Description of Organization/Business: ❑ Marketing Partner Title: Please enclose a copy of your brochure or other materials with your application. What do you expect to gain from a Partnership with the Lodi Conference & Visitors Bureau? Thank you for your investment in the community and, for your support of the Lodi Conference & Visitors Bureau. Annual Partnership Investment S 0"e r rre smcesi, na tee G 1-3.00 ?r nt \c"_. maa _c.< cr mane; order to 13-.. C; 452., ��� •• �. •� MMfit � tt��f A LodiWine Trail i � , ., • :Image enhancement tool • ;Directional/lnformafiional signage i o (Connects local tasting rooms `w•NJotes local points of interest hors 0i;-.1 "The road less traveled" ures scenic beauty of Lodi area iI support and in-kind donations C 0 `I F F A E P! C E S V i S i T 0 P S a U R E r V MEDIA ADVISORY For Immediate Release Contacts: Jeri Hansen, Executive Director Lodi Conference & Visitors Bureau: 800-798-1810 Lodi Wine Trail lauds the road less traveled Lodi, CA — The new Lodi Nine Trail program is in the final development stages and will be completed by May 2000. The trail will -wind through the scenic countryside of the Lodi region and encouraae s a journey of "the road less traveled." All but hidden by expansive stretches of vineyards and miles of lush orchards, the area beckons travelers to discover Lodi. Nestled between t' -Ie Delta and the foothills of the Sierra Nevada, Lodi enjoys a +`tediterra nean climate with warm days, cool nights and a soft bay Delta breeze. The unique combination of water, soil and climate mays Lodi one of the most fertile and productive agricultural regions in the nation. The area is home to %,. a'nut, cherry and almond orchards as well as over 70,000 acres of vineyards. The Lodi region produces more premium Zinfandel, Cabernet 5auvignon, Merlot, Chardonnay, and Sauvignon Blanc �%inegrapes than anywhere in the United States. Lodi also boasts nearly a dozen -wineries and tasting rooms — from the most familiar names in the industry to smaller, more intimate boutique wineries. "The Lodi Wine Trail serves several important purposes," says Jeri Hansen, Executive Director of the Lodi Conference & Visitors Bureau. "Either by simply following the signs or by using the Lodi Wine Trail map, the trail will link the wineries and tasting rooms of the area and illustrate where these sites are in relation to one another. And, even i; %%me tasting is not on the itinerary, it will allow visitors to explore the charming and picturesque coun:r;:side of the Lodi area." The trail will continue to be expanded as more wine tasting rooms open in the area and additional scenic routes are identified. The first phase of Lodi Wine Trail signs v. ill be installed this spring, just as bud break begins in Lodi vineyards, with the a final phase installation date set for May 2000. O' a D'e' '_ x00.' Or CR LOC: 1.IRP Ira D _3_e CO.^iaCt Jeri Nd^_ 'f7 at ii)/' Loc :Igor_ Bureau a: 800 . ; 0' .. A r c tQ q'. IM Scenic drives may direct V1Sli0I°S By Jennifer K. Morita Recard Staff Writer Local` grower and wine maker David Lucas calls Lodi the "jewel of the Central talley�' and wants to preserve it. So he and other members of the Lodi Conference and Visitors Bureau have a plan to develop scenic drives throughout L'i Lodi area - Organizers arc just beginning to talk ►.ith officials from San Joaquin County and the California Department of Transportation about posting signs along lntetstatc 3 and Highv.ay 99 that will draw motorists into Lodi, visitors bureau Executive Director Jeri Hansen e.•cplalned. A9 people got closer to the city: other sibs will direct them to dowwow•n, Lodi Lake. Micke Grove Park or nearby winer- les. ' l':e want to make sure when people do drive around to places in Lodi, they go a v:as that is educational, aesthetic and enterainin;;' Hansen said. 1!etnbers of the bureau arc also taking vvlLh some grape gruvsers and farmers a::r-ut putting signs in the vineyards, and Ec!ds so visitors know what they're look - Mg aL "The agriculLw-al base we have in this a.'ea is somedhinA we all take for granted,' Hansen said. "«e see it so' much we 'for- gct L`tat people who live in the middle of a circ dont often get to see it." MO6, Phillips of Phillips Farms in Lad! said he's already stared to put up signs in his virevan!s. V,V: a gotten a lot of positive comments Cora people driving around in the area;' PhUps said. "'The signs tell them -what k .ds of grapes they're looking at, because e gc: t:,.ow que dons all the time." SLt LLcas added dhat the signs will also help locals appreciate what Lodi has to o%er. "People will be coming to this arca and sa-Ang ho;-,- beautiful it is," Lucas said. "A,nd soon people in Lodi will start to appreciate what we have here, and the}'!l want to protect and preserve that-" a:.o:her idea is to map out a scenic route shat connects several wineries, said Del Smith, a member of the visitors Lucau ad'.isor: board. vant to build a notoriety- for our r,=:un and the quality of wines we Fa•:. h " SmjLh said. the signs may cost t•:t..c�n 53C0 and S4C-0 each, and Hansen h :res ci have w1l o° thern Lp by next �......� i• .. SL .. .:� p.atcs such as LoL- muu r.. C:,.. %Nor.. r_ _ _ c: roa'' , bn- ^�;.�so to be scn- - 355 119. Growirlig'' Have you ever wondered as. OLI're driving past a field of blossoming trees v. -ha' they were' Here are some ways to identih the dltterent blossoms you'll see - around Fresno, as well'as a chart that tells %vhen the crops are han`ested. Almond blossoms have small, delicate pin: or white petals. Two or more varieties night be planted in the same orchard for cross pollination by.bees. Ten varieties zccount for more than 90 percent of the acreage. Plum, bloS_orlis are white with a touch of pin:. At least two varieties wili be planed in an orchard for cross pollination. \bore t :aa 1.0 plum varieties are grown com- r.;2r�ia _ App,e blossoms have whit: petals. Up to :\ are grov. n comnierclaH j in i ='-esno Count.;, including the popular Gr.=.nn ': Sr, •ih ane Fuji apples. Cit'. blossomiare white and ha,:e %e `: a"..^.;c.;:C trigr-Ince. Navel and ciao:a'ige_ :4 - ' lerro.nS ar, ti;e ^.. ;rr._.• c .ru<g:'o'.:,, in Fresno Cou l ii:e moS: citrus not require cr`c ; C01ced in the a-vt_ ,_. on ••oductior.� 1p-izot :oSS"•r.S have pin: peta15. FL,v.er are grown commerda,, Peace an-' recta:ine blossoms ha,:e i re' re -_.'s a: -,I CiJoni az the Sallie is not required. so a sine' - c _e plant-,' in an orchard. N ! oe ,..::: 1:•: ._. �tieSa:egro!vncor.�merLi�!!. FRESNO COUINTY ELOSSOi`,I TRAIL NORTH 1 o LL r' ...: .. c' :........ .L �. HARVEST CALENDAI Fruits ,z Nuts A!monds ............. Sept. - mid -O. Apples . . ....... . .... . .mid -Aug. - O Apricots ........ . .. ... mid -J Line -)t Cherries ..................'Ju: Figs ..................... .June - O, 'Grapes ...... . .........mid july - Ot Kiwi. . ................... . ... .. •.VC Oranges. Navel .........Nov- mid -ill Oranges, Valencia ...... - - ..April -1,. Nectarines ................ N,lay-S,l P -ea hes ..........r.•' d.tav - n;id-Se} Pears ................Aug. - raid -Se; Pistachios ......... •.......Sept. - Nc Plums & Prune_ ........)Line - mid -AL lwalnUts ..........r.:'.d Sept- - mid - t: Vegetables, Berries and Melons r Asparaps ........n. -..-April - riid-J::: - Cabbage, Brocco!:. ........Apr;; - I:...- Z rlid-Se ot. - Dt Carrcts ......�.M1':.. _:ne !� A. - De Celeh...............: `4-J ;I.. - riid-Dt Sv: eet Corn ......... '.:,f -Mai- - mid -De Lettuce ...............April - mid -De i•.Ielor,_ ............ ..lane - rii"-O: 0riionS ............ .... . .A;tg. - Ot Pea_, Lima avid .........Feb. - Aum - rlid Ot : To:: a oes, fres i o ....l'.:ne 6: m:c .:_:_ . Sen:. - >. SHIELDS C u p � BELr.tONT < ¢ p w C O CENTERVILLE t. SANGER MINKLER 180 -- � ANINADALE f - C � u JENSEN J D J _j �r - -- -_-.: car cv ny ORANGE o COVE 3 Y REEDLEY < r.la>; �;:. --- - - - - -- fff � srn TheCr,4 om ass. p ._ • Cooperative regional marketing program o i Encoura a visitation .. _ g ton to lesser known re ional destinations .,g , & attractions s�.tors extend stays in communities Sponsor - Bank of Lodi :ultural/Rural/Historical Tourism ases appreciation of such sites P ;Your Guiide From -fields To Faethills MEDIA ADVISORY For Immediate Release For further program information: Calaveras Visitors Bureau at 1-800-225-3764 Lodi Conference & Visitors Bureau at 1-800-798-1810 Modesto Convention & Visitors Bureau at 1-800-266-4282 Turlock Chamber of Commerce at 209-632-2221 EXCITING REGIONAL TOURISM PROGRAM MAKES ITS DEBUT An exciting new regional tourism program - The Compass ... Your Guide from Fields to Foothills -Evill be launched this spring. The pro -ram, partially sponsored by Bank of Lodi and developed as a cooperative venture of the Calaveras Visitors Bureau, Lodi Conference & Visitors Bureau, Modesto Convention and Visitors Bureau and the Turlock Chamber of Commerce is an educational, interactive and entertaining tourism program for families, individual travelers, and tour groups. The program highlights a variety of agricultural, rural and historical locations throughout the interesting and picturesque Central Valley and Foothill regions of California. The guide itself is styled after a simple passport, complete with descriptions for each site. The Compass will acquaint travelers and visitors with the unique natural, historical and agricultural sites of the featured regions. klost sites included in The Compass program are either not the typical tourist attraction or are "off of the beaten path" in some respect — figuratively or C eographically! Through The Compass program, participants will have the opportunity to discover these unique sites and to learn about the regions' diversity, abundant agriculture, natural resources and fascinating history. For most - travel has become much more than a leisurely weekend getaway. With demands on time from careers, community activities and other commitments, as well as an increase in the number of dual income families, travel and vacations need to be more fulfilling and stimulating than ever. Travelers want to be engaged, entertained, and educated during their travels. In addition, as our society continues to urbanize people feel a greater need to reconnect to the past. As a result, agriculture and naturalist activities are growing segments within the travel industry. Ind;: idual5 and groups may acquire Compas_ euides through t`.e participating Visitors Compasi participants may travel to each o' a" o::,,--? ICcAilo.^.s a, any time. Color -coded 'O.i'. r,2 5'J�ne5ti0n5 ha`:e been. ncoroora'.e� •n -o T'h? Cornpa55 so participants may easil, ,,e. The Comp X95 ^? I oz i" ce 0.0,.. nenr!v C Sp alyed at all sites ar:d siro's' bureaus. Each 1oca*!cr \':! a j -a --p Depot cas,gnated by the %,,eatner 17Q:7. T h:, Co^'hpass guides %% Ill be va' da -ed at ea!_- IOca::C" a unique COiOt-COded Stamp. 0 . .e .LJ _Cold .^e data or vis;, tv;!l b? ICCIUO?G ea:.- Ipca !" he COmpaS as `.yell a5 a Diace to Jor oo`xn `,,ore Discoveries:" Compass vai!ia:;ors are free o: charge but participants mus: ,:;i: eac�, location. to ha,e The Compass Guide stamoe-. hlapKey No. r' San Joaquin County Historical Museum Agriculture - San Joaquin Count's newable gold is the focus of this �. ty friendly 15 -acre museum. Local indian culture, early and delta agri. culture, tractors and harvesters, transportation, hay and grain, grape and wire, tree crops, textiles, Children's Gallery, native plant gardens and the collections of Stockton's founder - Charles M. Weber and Lvnily. Open 8'ednesday . Sunda}', 1:00 p.m. - 4.45 p.m. Admission: $2 Adults, $1 Children and Seniors 11793 Xorth :1licke Grove Road, Lodi, C4 95240 209-331.2055 » u•nrr.sarijoagnirrhistory.oro ���ll��l ��lf1Cj'Qf'4lJ Slap Key No. -''4 Phillips Farms a Vineyards A warm welcome awaits you a: Phillips Farms and Vineyards. Fa.:::: nu ed and operated for over 40 years, we have a wide variety of offer - ins including: wire tasting of our award winning wines, farm fresh Iccil Pndace. fine ;ournet products and gift items, count,: sr -le cafe and lush and color -Rd hardens. a tovely picnic arca and more! Open daily 8:00 a.m. - 4:30 p.m. 4580 West Highu'gy 12. Lodi. CI 95242 309-368-:384 • n•rert•.phillipsrines•arrLs.corrt Map Key No. GOURMET NUTS - 1:1 The Nut Factory The Nut Factor• Retail Store toned in 1985. It specializes in Zr. s fvrnom A, . La,I,. CA 95::0 'ms, nut packs, bulk nuts, baskas. F'-14 ZIM3 • To9F-c%04Aa-64.i' A corporate gifts using fruits, nus and candies. The Nut Factor: offe~ souyen;rs for any occasion. Uniquely nestled between r:d pruuuzinn warehouses. the Nut Facton was once "the best ke t L:v!: Come see for voursctf, t`.te secret is nut, /»er..ttutdar - fritlar. 10.110 a.nt. - 4JO P.M. /,.daft,, rirruu;n December:.ltonda.v lhrou,,h Saturdat'- ;r 5:40 P. n:. -6— The Compass Map Key No. `w 'fir; Discover Lodi! Wine Visitors Center Reminiscent of an old winery - the scover Lodi! wine 8 tiisitors -r4 » toter features intriguing wine edu- cation exhibits, interactive displays, up to the minute travel and visitor information, Wines of Lodi tasting room, and unique Lodi items, products and gifts. The center will also be home to wine education classes and special events throughout the year. Lodi - life the wav it should be. Crand Opening - Suntiner 2000! 2545 best Turner Road, Lodi CA 95243 800-798.1810 • irrrrr.eisitlodi.cons I Map Key No. Lodi Lake Park Lush and scenic, Lodi Lake is me to a wide varier; of activities. Ik the interpretive Naure Trail, luau .,..it the Discovery Center and learn about the plant and animal inhabitants of the park. Take a boat tour a.on,,, the beautiH Mokelumne River; picnic under a tree near the water, rent a car.W. take a swim; build a sandcastle; go fishing, or just relax. .11ain Entrance is located on Turner Roar! in Lodi Lake open April through September, Park open year round Errtn. S3: Boal launch $4. Entry fee daily, except .ilondays. Froin .flarcb 31 lhrongb dlemorial Day, entry fee friday- Sundar only. Phone Lodi Parks c Recreation at 349.333-6743 or Lodi Lake at 209.333-6890. t Go�}ntry L4 Map Key No. J11- Country Lake OstrtAes 0tri d `t&5 t ostriches really stick their heads e sand? Come and see for yourself at bcau:iF,:l Counary Lake ostriches, the oniv working ostrich ranch in San J,Iagain Con m:%. Located in the heart of Linden's lush cherr: and walnut orchard:_ we rifer tours, closes, and famt stns. On-site attractions include an educational petting farm, wildlife arca, gift shop and scenic Picnic grrntrd;. Adopt one of these regal and unique birds through the y,!npt an O,:,:c: program.: it gifts and purchases are tar• de� c ible ...rnc•LG - ;,-gra`: foundation scab., disa,.anu— cd ur.: 2909 V r'ur Road. Linden. (A 9533(1 i2feaie is ? for an appointment: 3119-8,x--31%-4 !-utrli: uctriclrl ;,ntnet.net nit tc.cost rttn•lakeostriches.rotit The Compass ;7 The Compass ... A Guide From Fields to Foothills +What is The Compass program? The program was developed as a joint venture of the Calaveras Visitors Bureau, Lodi Conference & Visitors Bureau, Modesto Convention and Visitors Bureau and the Turlock Chamber of Commerce. The Compass— A GLiide From Fields to Foothills is an educational, interactive and entertaining program for families, individual travelers, and tour groups. The program highlights a variety of agricultural, rural and historical locations throughout the region. The guide itself is styled after a simple passport, complete with photos, descriptions and directions for each site. The Compass not only serves as a unique guide to these sites but also becomes a personal keepsake of the journey. The Bank of Lodi has generously agreed to be a partial sponsor for the program. -ir why is The Compass Program important? Tourism development and promotion is a viable economic development• activity for communities, counties and regions because each one possesses sites and attractions of potential interest to visitors. The broad economic impact of tourism is often overlooked because it is made up of component parts such as dining and drinking establishments, ground transportation, retail sales, accommodations, recreation and more. Tourism helps stabilize and diversity rural economics - creating jobs and generating state and local tax revenues. Within the regional reach of The Compass (Calaveras, Merced, San Joaquin and Stanislaus counties) the tourism industry supports 175,400 jobs and travel expenditures add up to more than $1.2 billion (figures from CA Division of Tourism – County Travel Impacts 1997). Dollars spent by visitors go right back into the local economy via the sales tax – which helps maintain the community's infrastructure and fund a wide variety of public services. Quite simply, travel and tourism is good for the economy and for local communities. The Compass ... A Guide from Fief; to Foothill; helps visitors to our region create a positive travel experience through the easy and ready made itinerary and offers an opportunity to discover the unique diversity of our area. The Central Valley region is poised to capture travelers and visitors who seek more from their leisure time and hard earned dollars. The Compass program %will attract visitors who will spend money in local communities and will help to further enhance agricultural and historical preservation efforts through awareness, education and appreciation. +What does The Compass do? The Compass will acquaint travelers and visitors with the unique natural, historical and agricultural sites of California's Central Valley and Foothill regions. Most sites included in The Compass program are either not the typical tourist attraction or are ",off of the beaten path" in some respect — figuratively or geographically! Through The Compass program, participants will have the opportunity to discover these unique sites and to learn about the regions' diversity, abundant agriculture, natural resources and fascinating history. For most - travel has become much more than a leisurely weekend getaway. With demands on time from careers, community activities and other commitments, as well as an increase in the number of dual income families, travel and vacations need to be more fulfilling and stimulating than ever. People want to be engaged, entertained, and educated during their travels. In addition, as our society continues to urbanize people feel a greater need to reconnect to the past. As a result, agriculture and naturalist activities are growing segments within the travel industry. `i'- How does The Compass Work? Individuals and groups may acquire Compass guides through the participating Visitors Bureaus. Compass participants may travel to each or all of the locations at any time. Color -coded maps with routing suggestions have been incorporated into The Compass so participants may easily discover the next site. The Compass weather vane logo will be prominently displayed at all sites and participating visitors' bureaus. Each location will have a Stamp Depot designated by the weather vane logo. The Compass guides will be validated at each location with a unique color -coded stamp. A place to record the date of visit will be included for each location in The Compass. Validations are free of charge but participants must visit each location to have The Compass stamped. A pull out map section is featured in The Compass guide. This map will illustrate the geographic region of The Compass. Located around the border edges of the map is information about the various lodging establishments available in each area (Lodi, Calaveras, Stanislaus/,Merced). This will encourage travelers to extend their stay in our region, which is an important component of tourism and visitation. The Compass guides will be distributed only through those four tourism organizations that partnered to develop the program. As a result, a more consistent and accurate method of evaluation, tracking and follow up will be possible. The organizations will use The Compass to fulfill requests received via phone, mail, the Internet and Websites, and through the various travel and trade shows attended by representatives of each organization. The program development committee will continue to meet on a regular basis once the program is launched to share information, leads and participation, as vvell as to discuss the continued gro«th of the program. ,Thee.01!'r� �: ,�Your.Guide From Fields To Foothil s Listing of Compass Sites Lodi ... Region X Discover Lodi! Wine & Visitors Center Lodi Nut Company/The Nut Factory Phillips Farms & Vineyards San Joaquin Historical Museum Lodi Lake Park Country Lake Ostrich Farm Caraveras/Foothills ... Region 2 Calaveras Big Trees California Caverns Get Gold Adventures Ironstone Vineyards and Heritage Museum New Melones Reservoir Visitors Center Sierra Heritage Logging Museum MercedlModesto... Reoion 3 Beekman's Honey Blooming Camps Hershey's Chocolate Factory Hilmar Cheese Company & Visitors Center Sciab ca Olive Oil Company ounaay, Novemoer 7, 1999 Jeff Hood, Lodi Bureau Chief Phone: 367-7427 Fax: 367-7432 E-mail: lodil @sonnet.com I;Y ' T JEFF r. HOOD . y Tasty plan to tantalize tourists uze, cheese and choco- late. Not a bad start for a picnic. Thev also could be among the i ghdiohts of a tourism program being coordinated by officials in the northern Central Valley- and Sierra foothills. Rpresentatives of the Lodi, Modesm, Turlock and Calaveras County visitors bureaus and others a. -e exploring a 'passport" plan Chat would promote tourism in the rOcn by focusing on its strengths" nameh• agriculture, and its signifi- c=ce in California history: Tourists — and that can include us locals — would obtain passports with a couple of dozen sites highlighted, then have each establishment stamp the book. Once each area has been stamped, the tourism boards v.ould give the holder a gift. The tour coWd tang as far south as Hilmar, the site of a rrassive cheese plant, and could L::clude die Hershey factory in Oakd.le, and wineries in the Lodi and, foothill appelladors, according fe-i Hrs �er., head of the Lodi C:-::-2rence &- 1:sitors Bureau. h;: plant could lead to signifi- _ more Be-muda-shored -nt?n and Lhei. %- es in Lodi dhe SUMMer. 'o: tis is big btsLness Ln t1he ,.apa anO Senorita %Vine ar^as. has a $2 milior. bud- ;'- Surpiil5 b•:CallSe Of %iSitOtS, 1'_c::r''u ng to LOdl %dne-y o«-ner Lucas. Sure. it means tri c. but Lucas points o t it also has helped fund a r._.� conunun ty center. Record By Jennifer K. Morita Record Staff Writer Peggy Schulz has had to watch her mother, grandmother, aunt and two nieces either away and die from cancer. She herself has had three breast biopsies, all of which were benign, and may soon have to go through another one. "I'm a prime candidate for can- cer," the 60 -year-old Acampo grandmother said. "We have to cure this, you know." So Schulz jumped at the You can help For information about the Avon 3 -Day Walk Against Breast Cancer, call (888) 332-9286. chance to help when her friend Diane DeVault asked her to walk in a three-day, 60 -mile trek from Santa Barbara to Malibu to raise money for early -detection breast - cancer programs. DeVault, a Lodi resident, partic- (f -"'AM enities ana Teatures :r F r i n g , r'pa }t :capacity w t V--e.nta i info ntact info er rence for meeting, conference, and t planners 6 t`/t Lodi'Dining r 3i • Convenient fold out business card size • :,Handy listing of all local participating res a u ra nts { a A: • nxDist" i buted through Hutchins Street are, Visitor Center, Chamber, auranfis, businesses, more. d longevity of piece due as it's packed info and easy to carry. Lodi As f: iv�li •Complete listing of antique and coll',ectible establishments in Lodi tal participation/support i of the area ;ributed through local finesses, Visitor Center, • '"r F@¢,_. �- ntown, Chamber. in Visitor packets s C. cn 0 O CO ■w �> � O V a ® V � ca .fid .� ■ Y whom" ®.® L 0 s C. cn 0 L �> � � V a V � Y s C. cn Lodi Presence in Publications As of April 2000 California Visitors Guide Published annually by the CA Division of Tourism. Includes a hyperlink from the CA Division of Tourism Website. Distribution: 485,000 domestic and international visitors. Central Valley Visitors Guide Published by the Central Valley Tourism Association. Distribution: 30,000 Lodi Visitors Guide Published by the Lodi News Sentinel. Distribution: 55,000 Comstocks Magazine Distribution: 100,000. Co-op ad with four local wineries tasting rooms. California Visitor Review Distribution: 1.6 million per year through 1075 distribution points from Oregon to So.CA Sierra Escape Distribution: 120,000 throughout the state via Triple A offices, hotels, advertisers, attractions, national forests and state parks. Modesto Holidav Inn In -room visitors guide cooperative ad. Average 1300 guests per week which does not include special events and conferences. Table Talk Placed on 100 tables in various area restaurants reaching 40,000 customers per month. Delta Chambers Visitors Guide Distribution: 50,000 Lodi District Chamber of Commerce Map Wagons Ho! Promotional Tabloid 2,000 total distribution pre -event and day of event Rainbow Yellow Pages Phone Book Dis:r bution: 40,000 in S)/Sacramen'`o area cities. Banner ad's helo,.\.- area maps American Trade Show Directory Free listing Convene Magazine/Western Association of CVB's 2000.4leeting Planners Guide — free listing. Pacific Bell Phone Book Free Community Event Listing and Resource number Discover Sacramento Visitors Guide 2000. Distributed via insert in Sacramento Bee (138,000 readers) as well as distributed at Sacramento International Airport, Chamber of Commerce, CVB, real estate firms and major area outlets. Includes sacbee.com hyperlink. 2000 Sacramento lazz lubileee Program Stockton/San loaauin Visitors Guide Sacramento Magazine "The Other Wine Country" editorial feature Wine X magazine Distribution: 30,000 targeted 25-36 age wine drinkers. "Discover the Zins of Lodi" campaign has appeared in the following %vine consumer and trade magazines: Wine Enthusiast Wine Business Monthly Appellation Magazine Wine & Spirits •• - _ -yJ Ly 50,1. Lodi Webs e, •Launched March 1999 with 2,975 hits • 4.nel year later: March 2000 = 23,511 hits Com lete community information f 'woc;aI links f . •ea..i �71 .ski_ itilbe, re -designed with exciting features visual appeal to better serve and ct the community WCUJItC JLULIJUC;) 1Vt VIJILtVUI.CUlIL rm,c L UL 1 Website Statistics for visitlodi.com Last Updated: 4/1/2000 Statistics for INIarch 2000 J Access Stats ' -: LJ Search EngireStats •; 22,984 Page Summaries Error Stats'- HW ffi� 0Host Stats 0Past Month Stats w 0 Referer Stats . U Last 12 Month's Response ode 104 (Not Nlo itiz) ! l) Browser Stats Help Response Code 403 (For i en) 0 Response Code � -1(Ft e Not oun) ST, Website Statistics for visitlodi.com Last Updated: 4/1/2000 Statistics for INIarch 2000 Total Hits Total uccesstu its 22,984 Total H N1L File Hits ,433 Total ace Hits j 1,771 Total B Transterred 199,31 Response Code _(Successful) 21,21 Response Code 301 (Redirected) 0 Response ode 104 (Not Nlo itiz) ! 1,771 Response Code 401 ( naut orize) i Response Code 403 (For i en) 0 Response Code � -1(Ft e Not oun) ST, Response Code 500 CernerError) i 130 Most Popular Day ! 1,340 hits on /_ 0 VYcUJttC Otatixtua IUL VIZiIttVULl:Vltl ral-IC ► V i t J Access Stats U Search. 'Engine Stats 3 • + v Rage Summaries , V Error Stats Mfo `1 Host Stats Past Mantic Stats 0 Referer Stats j Last 12 Months x U Browser Stats 0 Help Website Statistics for visitlodi.com Last Updated: 4/1/1999 _ . .. . . — 'ilili, tatisties fori aarch 1999 Total its 2,975 Totat 5uccesstu Hits 2,917 Total HTiNIL File Hits 877 Total ace Hits 403 Total hB Transrerred 14,639 Response Code _(Successful) 2,507 Response Codt303 {Re irecte) 7 Response o a e 304 (' of7lo itie) j 403 Response Me 401 (linaut prize ) j 6 Response Code 403 ( ori en) a 0 Response Coe 304 (Fi e NotFound) 25 Response 7ode 300 (ServerError) j 27 Most Popular Da} j 514 hits on 312-4/1999 _ . .. . . — 'ilili, LaJL IL IVIVIILII JUILIMULN rage 1 ul 1 Access Stats Search Engine Stats H+ `1 Page Summaries .) Error Stats �� tor v Host Stats 0 Past Month Stats 0 Referer Stats 0 Last 12 Months �4 U Browser Stats j Help Last 12 Month Summary for visitlodixom April 2000 ast 12Mont tatisttcs Month Hits Succcisful f{T>IL Cac led Hits h Files ransrerred 7 F6 80,107 1,771 1 199,316 2000 17.341 16.910 ?)!) 1, S_' 119,893 X 3OijU -� - I G.S;y -"16.: SS. 1,418 42-- S 71 f,041J 1 19,995 1.654 1 58T 7 - ,c, ,•1', - -- - iii- _ I33.'_1!� '4 ca a 0 E L 0 t SAN JOAQUIN FAR.INI BUREAU FEDERATION October 1, 1999 Jeri Hansen Lodi Conference and Visitors Bureau 1 420 S. Mills Avenue, Suite K Lodi, CA 95242 Dear Jeri, MEETING TODAY'S PROBLEMS / PLANNING FOR TOMORROW On behalf of the San Joaquin Farm Bureau Federation, I would like to thank you for your assistance in obtaining educational information, wine, and winegrapes for the 1999 State Fair exhibit. Your assistance and effort helped tremendously in making the official San Joaquin County exhibit so successful. Over one million people viewed it during the 1999 California State Fair. In appreciation of your hard work, I have enclosed a photo of our booth that was awarded a fust place award. Our exhibit was one of eight out of 53 counties in the state to win such an award. Thank you again for your help in making our exhibit equally as beautiful as the county it represents. Sincerely. Russ N att s Executive Director Basic Event SIr'--ta Seminar *:.One' day seminar for event planners, nor -profits, community volunteers s .Event marketing & Sponsorship x office & ticketing }� _`=Event operations & logistics �dia relations & publicity gent Graphics r 50 in attendance - co -hosted by i CVB & Stockton CVB • J �� o MEDIA ADVISORY C O N F E P E N C E S V 1 S 1 TO n 5 SU R EAU For Immediate Release November 22, 1999 Media Contact: Jeri Hansen, Lodi CVB 209-365-1195 "Basic Event Strategies" Comes to Stockton Stockton -- "Basic Event Strategies" a workshop and special events seminar will take place on Thursday, December 2"1 from 8:00 a.m. until 12:00 p.m. at the Stockton Radission Hotel. The workshop, co-sponsored by the Stockton San Joaquin Convention & Visitors Bureau and the Lodi Conference & Visitors Bureau, is $35 for advance tickets and $40 at the door. Admission price includes breakfast and all materials and handouts. Workshop presenters include professionals and executives from the fields of marketing, event planning and management, ticketing operations, graphic design, sponsorship development and public relations. Workshop topics include ■ Event Marketing • Box Office and Ticketing • Event Operations and Logistics • Media Relations and Publicity Event Graphics and, Sponsorships from the Sponsors Perspective. The workshop was developed for individuals and volunteers involved in special event planning and management and fund-raising activities but is open to anyone interested in event management. Jeri Hansen, Executive Director of the Lodi Conference & Visitors Bureau explains, "We wanted to develop a workshop that would give participants the tools and resources that they can use in the real world." Ann Sternal, Executive Director of the Stockton -San Joaquin Convention & Visitors Bureau agrees, "Often, individuals with full time jobs and other responsibilities find t�llenisel%es in the role of volunteer event managers for whatever reason, whether t -at be for church, children's school activities or for the community. This work5hop de.eloDed with those volunteers in mint'.." ;z�e:,: imormation and reservation_, please contact the SSJC%'B at 209-943-1987. Come and Learn From These Nationally Renowned Experts! - Karin Moss - Sally McKeag - Terri Hopson - Michelle Manos - Dan Kowitz • Traci Rockefeller -Cusack Topics Include: • Event Marketing & Sponsorship • Box Office & Ticketing • Event Operations & Logistics '- Media Relations & Publicity •Event Graphics i • From tl-,P Sponsor's Perspective h t titi - t'� L air , (�1 ;' _. 0 `C Q ©_ 0n00 CQ ►� Dam•"�• � � v�-•�. c0 j 4< t►' iu i 0 G10 C y O CD 0 0 n y n '/� tttttrriz y h CD ©� t tom. y cc Q c c CO2 COvE�rzE� c CC E Cn W cn C•9 c � Qi ® r h t titi - t'� L air , (�1 ;' _. Stockton San Joaquin t:onventfon Basic anrf Visitors Bureau artd the Event Lodi Conference and Visitors Bureau Strategies 'y 'Ask the Experts! Thursday, December 2, 9999 8:00 A.M. to Noon Radisson Hotel 2323 Grand Canal Boulevard Stockton, California Tickets (includes Breakfast) $35 in advance s40 at the door Limited Seating, make your reservations early! Call 209.943.9 987 for ticket information and reservations n hrjcl* M(roclucGon )[11,Ic,lturctl spcakert KARIN MOSS • Karin is :t veteran marketing profes- sional with over 25 years of experience in all aspects of event marketing, promolion, and sponcorshili. She is ;t fea- tured speaker I( ntnnerous seminars throughout the U.S. and her work has been cited for excellence by both national and international associal inns. She has been the Marketing Director of the California and Oregon State Fairs, Portland Memorial Coliseum, Lawlor Event Center at the Univer- sity of Nevada, and Hollywood Pink Racetrack. Karin began her career in Los Angeles and served as Pro- motion Director of Allanlic,Asylum, and Mercury Records. As music coordinator of the film "American Graffiti" her work %vas nontinaled fur in Academy Award. SALLY NICKFAC • For the past 16 years, Sally has worked inn variety of high-level positions for the federal government in Washington D.C. and the California State government in Sacramento. lets. McKeag served as spe- cial assistant w the Secretary of the Interior in Washington D.C. and it% the depatrtmcnl'%Special Projects Officer. Shc also held event planning positions for Iwo Presidential In- augurations. Sadly was site director of the 1990 Economic Summit of Industrialized Nations in Ilouston, responsible for the Main Plenary logistical Planning in hosting seven world leaders and their stalls. Ms- i%IcKeag moved to Sacramento to work for Governor Wilsonits Director ofConstittient Afl;hiis. During this time site played kcy roles in organizing numerous events such as the Governor's Crines Summit in Los Angeles as well as many other events requiring the Governor's participation. TERRI HOP.SON • Terri Ilopson'scarecrinTheaterArts and ticketing spans over 15 years. Site has been file Ticket Office Manager for the College of rine Arts at the Univer- sity of Oklahoma, Director of ticketing Operations at the Lawlor Events Center, and is currently'Iickettng Services Manaeer at the Performing Arts Center at Cal Poly in San Luis Obispo., Terri has handled all ticketing operations for both University owned ticketing systems and Ticket master. MICHELLE MANOS • Michelle, cthrrently Gencral Manager o1' Weberslown Mall, has over 25 years of man- agement, administrative, and hands-on experience in mar- keting, design, advertising, publications, public relations, fund raising, and special event planning. tier work has receival numerous national, regional, and local awards and has been published in American Corporate Identity, The New YorkArt Directors Show. Communications Arts Maga zine, and is featured in the Library of Congress' Permanent Poster Collection. She has served as Art Director for the Ohio State University Office of Public Affairs, and Direc- tor of Publications for University of the Pacific. DAN KOWIT7, • Dan is the Director of Sponsorship Development as a consultant to Mervyn's California. lie is responsible for managing sponsorship events such as Mervyn's California Beach Bash 99 and an AVP'Ibur vol- leyball event in I lermosa Beach. lie started hiscareer with Ameritech where his responsibilities included contract ne- gotintions, and event execution with the Taste of Chic:wo, :h 10 day evcnl with over 3 million aucndecs, the Arts fusti- tule of ChicaFo,Thechicagu Rulls, anti Northwestern Uni- versity. Dan also directed Ameritech's sponsorship and evert in- volvement with the 1996 Democratic National Convention, The Art Institute of Chicago's 1997 Renoir Fxhihil, the WTA Tour tennis event, and the Ameritech Cup. TRACI ROCKEFELLER-CUSACK • Traci joined Fleishman -Millard Inc. in !998 as a Senior Account fi.x- ecutive. Shedevotes hcrorganizational and marketing skills to Pacific Rcll Wireless, 1'aeilic Bell I'ark, and KXTv-1o. Prior to joining Pleishamn-I lillard, Traci was the Promo- tions Manager for KXTV-10 (the ARC affiliate in Sacra- rnento). In 1998, as the station's liaison with the Oprah Winfrey Show, she spearheaded the station's participation in Oprah's "World's Largest Piggy Rank" project and was identified as It leading affiliate nationwide. Traci devel- oped and coordinated KXTV-10's "Coats For Kids Sake an ongoing winter cont drive—Since its inception in 1991, more than 120,000 coats have been donned and distrih- uled to needy families throughout the Valley. -DATAifl mcm S.J. jobless {xy Gross ag product Median home prices is (Billions $) (Sept. 99) 1.6 S200K The Record 12 1.4 g ..9:9% 1.2 S,50K 1.0 6 6.3% 63% 0.6 $100K 0.6 O 3 0.4 $50Ke to O 0.2 Oct. Sept. Oct. 1994 95 96 97 0801" ds, �� X06 1998 -1999 — So-, b. Sources:E loyment Development Department Sart Joaquin County Agriculture! mmissioners ce, Central ValeyAssociation ofFealtom Need to know Port ready t0 € WEDNESDAY The Economic Concerns com- mittee of the Lodi District Chamber of Commerce will meet at 7.15 a.m. at General Mills, 2000 W. Tuner Road. Informa- tion: Susan Bagley, 367-7840. THURSDAY Basic Events Strategies, a half-day seminar, will start at 8 a.m. at the Radisson Hotel, 2323 Grand Canal Blvd., Stockton. The seminar is spon- sored by the Stockton San Joaquin Convention and Visitors Bureau and the Lodi Conference and_ Visitors Bureau. The cost, including breakfast, is $35 in advance or $40 at the door. Information: 943-1987. Scott Clements will discuss the ' Hotel Stockton/Cineplex development when he addresses the 8 a.m. meeting of the Downtown Stockton Alliance. The group will meet at the Hotel Stockton, after which there will be'a tour of the hotel. Information: John Fry, 464-5246. The San Joaquin County Office of Education Regional Occupational Centers and Programs will host an open house to showcase course of Br- ings. The free events run from 10 a.m. to 2 p.m. at the follow- ing Stockton locations: ® Automotive technology: 302 Weber Ave. Y .Biz tech: 2111 W. March Lane. ■ Child-care training: j�""TR7Rtp a 6515 1lewood Ave. A-5. : 302 Weber Ave. ® Health academy: 2333 W. N!arch Lane. By Bill Cook Record Staff writer Potentially the grandest 1 San Joaquin County histc about to be handed to the P Stockton. Within 15 years, the pr could be worth $190 mill year in additional revenue i port and the community, tht staff estimates. That would four-fifths of the current Sia city budget. The gift is a 1,419 -acre tr adjacent land called Rougl Ready Island. The itiatiy has doned its international corm cations center there and h pared to hand the island of the port without charge "public benefit conveyance." Approximately 10 times I than San Joaquin Delta Co north -Stockton campus, Roug Ready Island will triple the size and give it 5 million s feet of additional wareho served by 40 miles of rai track, plus myriad other asst: " i`Iost people don't realize a big deal this is," interim Director LeRoy Hieber said.' really excited about it. It wil vide major lonb range benef the port and the communir. Hieber believes Rough Ready Island and its facilitie be fully leased to new tenar 2015. At that time, the not generate $350 million a ye Kies, tenant lease payment tares, trucking charges, and direct inputs into the local i ll� •����. 1i SLY ti y 1��1 ti Y�'t {•. ♦ t Tour GrOURAs:s; star -ak £k • Serve as local contact for visiting groups eResource for tour sites programs and . .{ � p g services such as caterers, etc. . r' �coJ. �,rpo rate Tours .FaArrner to Farmer Tours ,1L:E_ducational/Student Tours ate Group/Individual Tours sted over 1,000 visitors since 1999 •a.� 14 Tou r Grow As .l -fat • :ACoordinating with Sacramento CVB to 'osition Lodi as a re -conference p � ,and spouse/guest tour site for major ,,f.ySS`a"cramento conferences/groups. 4'f Work with local sites to develop tour and resources. trips lead to return trips later onential market reach that we ise may not capture Vivian Thomas 161 California Avenue #K-204 Palo Alto California 94306 Telephone 650.324.3739 Fax 650.688.8333 Email vivthomas@aol.com July 7, 1999 Isis. Jeri Hansen Executive Director Lodi Conference & Visitors Bureau 1420 South Miles Avepue, Suite K Lodi, CA 95242 Dear Jeri, This is a long overdue letter to thank you for the wine tasting you provided for my French group (Ameritours) on May 27 at the Robinson home. It was an unexpected pleasure and greatly enjoyed by everyone. Thank you again for a very special event. Sincerely, Vivian Thomas IWILLIANI M. KUEGEL, SR. 5250 HAYCRAFF ROAD OWENSBORO. KN'423301 Z2, V/ _Z Sierra -Bay Farm Credit Services Sierra -Bay Federal Land Bank Association, FLCA Sierra -Bay Production Credit Association November 11, 1999 Ms. Jeri Hansen, Executive Director Lodi Conference Visitors Bureau 1420 South Mills Avenue, Suite K Lodi, California 95242 RE: Western Farm Credit Associations: Wine Tasting Event Dear Jeri: 3981 Cherokee Read P.O. Box 8070 Stockton, California 95203 209-931-3770 • FAX: 209-931-3855 800 -659 -FARM (3276) Email: info(Daguedit.com On behalf of the Western Farm Credit Associations, I would like to thank you for playing an important role in our effort to host the Western Farm Farm Credit Associations this past Tuesday evening. Based upon the very favorable responses I received throughout the evening, the wines were well received and everyone enjoyed the event that you contributed to by your presence and professionalism. Most importantly, everyone had a great time! As we discussed briefly at the close of the tasting, %ve would enjoy working with the Lodi Conference and Visitors Bureau/Lodi-Woodbridge Winegrape Commission in sponsoring ag- related events in the future. Please do not hesitate to contact me at- 931-3770. Thank you Jeri. Sincerely William S. Benslev Senior Vice President cc: Marl: Chandler Outstanding best describes the O,W.A.C.conference hosted by Tower Park and Delta Chambers, and mostly to J. Mills at Tower Park for coordinating and planning the conference, lodgings, meeting rooms, hosted dinners and hospitality. Lodging was donated and provided by Delta Daze Inn, Hotel Del Rio, Rogelio's, Tower Park, B&W Resort, Delta Bay Resort. Houseboat accommodations were provided at Tower Park by Herman & Heien's, H2O To Go, Paradise Point, and Forever Resorts. Over 50 people attended and really enjoyed the Delta. Nicki Suard, Snug Harbor arrived in their sea plane and offered rides to our visitors. Many fast boats took guests to Bethel Island for a well planned day of activities Craig Lundborg "rolled out the red carpet' in Bethel Island, with music, a wonderful barbecue lunch at Sugar Barge (hosted by the Bethel Island Alliance), while viewing demonstrations of fast boats and wake board ski stunts. Many went bass fishing and fly fishing with top-notch professional fishing guides and they caught black bass and striped bass. Jeff Leonard form Harrison's I'vfarine/Marine Max took visitors over in his Sea Ray Cruiser and it was luxury on the water. Others who took our guests to the Island by fast boat were Terry McDonald, Bob Cameron and Ron Coshe. Tom Wigham took wildlife photographer, Bill Beebe on a bird watching excursion for the day and showed the wildlife beauty of the Delta. The last dinner meeting was held on Monday nig^t and Robert Heiner was a superb speaker for the Delta Chambers. Jeri Hansen_from the Lodi Conference and Visitors Bureau hosted a wine tasting table and guests had an opportunity to sam le o_u_ r Delta wines. - J Mills and Diane have had follow up responses from many of the attendees. Articles have been written, a photo album was mailed to us with Delta photos, and even some" thank you" e-mails. We look forward to the magazine and newspaper articles that will be written about the Delta. (more photo's on page 6) � - a •' ; �GtOb2! 12 �g9_ L tCt2 P`GtuTPlsc' Gt 52. 2 O 0(02 t0 V tuTe5 r. a abs e dd P'G 02�ct050- os �.�f o T Jcto 2 ars Ja 1, :s� I ;,a:�e:Y.s . t^2 t Jsr'- (gal t�^,d th2 a' a Tr el v e cextreges... i v = j 11*e OTG'n9 OS 200 2 ,_,� ,•,.e �•�cY ,�sd2t � 2•ti,ti,, - 5= 1 1`l0VE I B E R 1999 60 Western Water «ays Ite of°+r rhea Best deal`vr the Delra Cruiser Haven Marina Holland Riverside Marina U'] Ri,v r 3t aR 9r. FC{3^C '..a.t at ,_CA a.. load Loc. 0-6 V.o Loc 9.6 Ci25) 1134.3822 (925)al.84-3667 Covered Slips ?dot S::as. 33 h. to 50 h. C=.eyed 25 • 40 R. Vaovered, 30 • 46'. Facilities: Restrdoms, shawars, laundry, alee:rid Ztt,soh3ne h33kup. SnaCk SnaC$. ICe S haat A, SO at MOL R V Sale, [A.FO ra.-p. pump out S !uef SERVING DISCOVERY SAY AND THE SOUTHERN DELTA 4 AMARAL & ASSOCIATES, REALTORS, -XvE.LZ�XlLkT ML EST.\TE SHOCTD BE. -CALL CS SOC• 1520 Diseawy Say Blvd_ 6230 Brentwood Blvd. DISCOVERY BAY BRENTWOOD KING 0- evw�1 ISLAND E�,= a Resort 4� Open & Covered Berths to 60' Launch Ramp • Fuel Duck • Engine Repair General Store • Campground • picnic Area i Detta 11unse5uats Rentals & Sales t..,,,,,a .{ o..,pp..,.,a.,.n, St,.ren x n•.n4er t-.c—lu.r s Alar. i Fn..s �,..r4t.e+n t tln R—d 131)91 951•_'!3) fIiia .,Avr:�rar:c xvut�.t , 70'.1,4 L44[ 4LSa4T 1 I Open & Covered Berths to 90• l tucl Bock • L4unchinz • Gcm•ral Soire 1I. -t Nil— Sur.icc. Ren141. & C4n•a, Sh..p - Rv . C4 pzrund • Picnic & E•ent F4a•ihtic. , San set Grill Restaurant & Bar l1 y.ar l+n I.nalr Pn1aa.. •Mupl, ju.a ! wdr. ar.t"f I! +e t1,.! I_ ii]u9,369.1041 ONO l �\-�- Let L's ilei Y:ru Plan . That S7-:tdt Occasirrr. .. Renac• t Buh l�'at.un Casagrande's Catering Italian Delicatessen 6c btercato -Pine Italian F#r)d" (2_091464-149? Fay ( -09) 161.1 t 16 It:I Country Cluh • Sto, on. C'A'1`'tll SNUG HARBOR! (916)775-1455 www.sr,ughcrbor_net Waterfront RV sites 3� cu .c __ cn 17 L Q.ONSON .MENEM 0 a n n 0 c ._a cc C.) i R� V♦ a 0 x U.1 i cu U) L C� 06 U) .V 0 LM LL - fur), frolics e Quirky [7 Lodi is the birthplace of A&W Root Beer! Order a burger, fries and of course a world famous A&W Root Beer Float. See photos from the Worlds Record Root Beer Float event - held in Lodi - over 2,500 gallons of pure pleasure! Pb Visit the International Yo -Yo Museum and learn some crazy yo-yo tricks. R� Ride a roller coaster at Funderwoods Amusement Park. See golden lion tamarin and other exotic animals at the Micke Grove Zoo. F : Take part in o grape stomp. How many gallons of juice can you crush....with your bare feet?! Enjoy the delectable "5coozi" nt Hazel's restaurant in charming downtown. What's a "5coozi?" Come to Lodi and find out! More Check in to a charming bed and breakfast with vine yardviews, draw a. wa- rm bubble bath and... relax. -make reservations for an intimate dinner at a cozy restattrant where the -menti features locally grown fruits, vegetables and premium wines. ig Treat yoursef to a massage, facialor makeover at a day spa. C make in a concert under the stars at 'j-futchins Street Square's outdoor amphitheater or, splay in the sophisticatedandstately performing arts center. Si2op f,)r- antiques, collectibles andttnique find in char-mingl(ii restored Downto ,s n -locfi. C �a.te your time to browse in an art Lqat ery -made itp of works by local a,r't ists. 7'6ur J,[il(-�fouse_!-Museuyn andlva% back in time. e `J=ack 67 picn is Cunch and dine alfresco in a vine yard or, ir. one of Lodt's tvvent y -six parks. to Tisit a local tasting room, and talk to the winetnaker as you s f lnel Ocltt appeClation vines. �� r Pt N Q !�s;t tF.e ;scorer [ odi! bU;ne r I/sifGrs Center C., G ex?er;enG e ;nteracf;ve W;ne edLlGafiJn ex�.;bit5 arJ c4;Sp1 , us, J VitiGLclrure ;S�Gr�', W;neMa�Cinv Y/1et%�0GtS, 51-1 ;GLIfy ite%/15 anG� more. Al tterck CA lova! Test;val konor;no aGr;Gu►tore - v;ew tke �arnoLts 6 -rclL PC Murals c' tke Grape Fest;val + Harvest Fair, Ss,?^ple delectable asparagus proAuc�ts of tke Psparc.L Fesrl-ral. !�si` t�,e area's C�.err;' 3;oss�rf, Fes�;:���! -r fire Sfraw' o�rrJ Fes�ri��1. r arc' Sip T :�rYr an;1�,��15 arGt an TivWerS a4- a �J!We i,S,o 0":: G�GriGLll U.re 5 "�� it mar, �Gr �Gl� of `f.� ���n � GG��.f.in I ji5`✓ri'��i� / r �•r'r,, '�' ` '• ,� SG�riG r�•r;;'` cl. 5'G? r.�` Gr, GT G-ytr�i-.� r .J�: Gl•✓l t1'.'� G��},✓1'r UG��,o, ,y`' ��rL : t"r.rv:.�r. `r.e �Gr.J!'iGi�r�G-�.; F�!lnFrS �' l'�rti�'f arL�• f e=�;i �.' - �✓ J�-, Yr.U:S;'' , GrG��fS a'C� �.:`5" Gr al; - farm �resr. �r:ti`S, veGF~r.�U�e G�rG�•��iir��rJ. A:IDVEIWW_CT]�ES keY EXC1UIELSXO S N+Delight in an early morning bike ride by miles of vineyards and orchards. Take a river raft tour of the lush Mokelumne River, complete with wine and cheese tasting. *+Sail, paddle, swim, %vater or jet ski on miles of gorgeous and navigable Delta %vaterways. *+Boat to a restaurant on the water and enjoy riverbank dining. Splash, sunbathe and construct a sandcastle on the shores of picturesque Locli Lake. M'�IJcimp out of an airplane (�%,earing a parachute of course') at the Lodi Skydiving Center. F7+Take a shot at sporting clays at a nearby sport shooting range. w*Play a round of golf at one of our picturesque golf courses; or practice your swing and hit a bucket of balls at the driving range. Bait }?ot]r hook and cast )'our line into the Delta and spend the day "Gone Fishing." *+enjoy a naturalist and bird N%,atching tour and see elusi�'e, beautifUl and rare specie;. Niore o CJ i li ■� If T 0 0 0 0 (n I afafff PO r. O N cn c 0 0 0 0 (n I afafff PO r. LCVB Communitv:1 Awareness I,oc,AL Gp6a-Que C-ua,qoc-uMnS Wd i , .Rotary •r LodiTokay Rotary •: Lodi;Sunrise Rotary �Lodix�Lions r� r1r i y �'a`.�14I � r r vha P11 Club of Lodi po/Victor/Lockeford Clements Farm Bureau al Meeting i Bay Farm Credit District Mktg. Meeting hamber of Commerce nomic Concerns Committee dership Lodi Rediscovering Lod 1 OAAR6Y AP.TC`.OVICH.%t-ws•Sentinel A building foundation for the Wine and Visitors Center sits on the property of the Wine and Roses Country Inn. The 2,000 -square -foot center is expected to open next spring. Wine & Visitors Center promoting city By Joanna Corman N NS -Se tine) staff writer Lodi's lean, vineyards and nationally recog–nized wines are well known to res- ident. The one -year-old Lodi Conference and Visitors Bureau wants others to k_7o,.v toxo, bureau Executive Director Jeri Hansen told the City Council Tues - T^. _.aa'_ was re' ;.. la__ an -h- Lod: D;Strict Chana—.er few results_ This year, the rew bureau has been promoting the city and the ag and wine industries in order to make Lodi a trav- el destination for neighbors and world travelers_ So far, the bureau has set up a `ti'eb site, an online ma;azize that debuted this fall, developed a Visito! s Guide, is plannin; a «-ine trail and has promoted local evert_ _.:ca_ t: ^e Grace Festiva! and t'r.-- P!)(- Beer Fl,._. even- tv.^.iC Ha::__ _a:l. dre-,v mt.o _ ._ of t..? b',_ _— _c said, comes from its pa menship with the Lodi -Woodbridge Winegrape Com- mission and the city of Lodi, both of which fund its budget.The city provided 560,000 in its first year, Sa1,000 of which was spent. The `Viae Grape Com- mission gave the bureau S33,700 in cash and in-kind donations. Hansen said. The bureau is developing Lodi's im- age as a cultured, friendly and charm - in? place with pten-;. to dc. Hansen a_:.'.ow. H n --._. -Lodi Please see Visitcrs. Page 13 Visitors Continued from Page 1 has no shortage of things to do — often you just have to know where to look. We set out to make sure the residents of Lodi didn't have to look far." Hansen has been working on several projects to promote the city. A tag line — `Discover Lodi ... life the way it should be" — high- lights this image on promotions. Hansen estimates more than 852,000 people have been exposed to Lodi within the past year through the print media, including the Cali- fornia Visitors Guide and the Cen- tral Valley Visitors Guide. In October, the bureau's Web site, tvww.visitfodi.corn, received 19,229 hits from as far as Australia. The site launched last March with an initial 2,900 hits. In the spring, the bureau and Winegrape Commission will relo- cate their headquarters to 2,000 square feet of the Discover Lodi Wine Visitor Center at Wine 4& Ros- es Country Inn & Restaurant, a 5,000 square -foot space. Exhibits, information on grape grooving. wine tasting classes, and a dernonstration vineyard will be par - of the appeal, said Mark Chandler, executive director of the N inegrape Commissior-. Five years ago, Chandler said. when the idea for the new visitor's center carie to fruition._ Lodi didn't have enough wines for a wine tast- ing room. Now the center will stock 30 ~vines on a rotating basis so there won't be any undue gain by any one producer," Chandler said. `We'll spread it around." Chandler said a consultant esti- mates 20,000 to 40,000 visitors per year will visit the center. According to Chandler, 10 mil- lion, people tour California wire growing areas annually and -car- ate more than $300 million in re- tail, hotel and restaurant, ''«'e want a piece of that." Chan - 66 As we all know, Lodi has no shortage of things to do. Jeri Hansen, Visitor Bureau executive director dler said. Councilman Phillip Penni- no suggested Tuesday the city could attract tourists by providing eco- nomic incentives to bring more ho- tels to town. Dave Lucas, a local vintner who sits on the bureau's advisory board, said that without a well-received im- age, wine quality can't stand alone. M "Twenty-two years ago I start- ed a small winery and put Lodi on the label," Lucas told the council. "Others said not Lodi, not Lodi. Put California or put America. Look how far we've come ... The type of energy we're seeing is real- ly fantastic." join Us On Y...,-TERAN. AVn S D-41 vk 1 vursda3 , November 11 Eler n Park 11.00am-1.00 m Il SO4 . P Hutchins at Elm street To honor and shove appreciation to Lodi area veterans M Present colors • Touch A Truck for Kids Pledge of Allegiance National Anthem - Invocation Remarks by Mayor Keith Land Lodi High School Drum Corps FREE BARBECUE LUNCH Benediction • Honor Guard (Gun Salute) • Taps 1 Posts 1965 (Lodi) and 9009 (Lockeford) Bring).,our own lairn chairs For mor; imormation call: Cynthia Haynes at 333.6.34: t or Michael Rase at 333.6-42 ixa ThuMa to cur 9mi a(:�. • : X; � S= mord • nrnci ud 4eTyina link - Cutk+'t D<'c Caro;. vxr.. • rata: *:i - C:cmen Nm • F&i" 9jtcr • .U" Lx; ?ar • Lx!. '.=j \p;n Ck` • Ca a(Laii • T;S• tzn pp How: c8n �. i ed in bureaucratic - ' r�u p� �d=,��•:-:::b.. cobwebs. sonation? Defying common sense, DNIV leaders insist phone interviews can sift the good drivers from nfit. Employees can tell if they are talking to an older person, -ding to a department spokeswoman, "because they have grav- mices." iere's more. le department says such interviews last for 75 minutes. Our arch showed they may be much, much shorter. officers request it, the DIV must notify them regarding the sting results. Yet officers interviewed by Stein said it's a hit -or - proposition. Sometimes they hear back; often, they do not. 'his is intolerable. ew states do telephone retesting. None rely on it to the logic- din- o;c- din, extent California does. :es -e number of such drivers flagged for retesting in Califor- 6_. A last year, is substantial. But substantial resources are Cady being devoted to the task of retesting these motorists. YVhy not do it right? ' Vhy not do it in person and on the road, ere it counts? «-hy- not make sure officers are notified, no ex- -es? More i� -portantly, why not save some lives? State Sen. Torri Hayden is pushing legislation aimed at getting ngerous older drivers off theroad. A principal co-author is our :n representative to the State Senate, Patrick Johnston' Oai-As- mbly-man, Anthony Pescetti, is also interested in this issue. These representatives should act together, in a non-partisan anner, to investigate the ruse and stop it. If the department lacks the resources for proper testing, it could ask the Legislature for those funds. Lawmakers should lis - m. The ruse should end. Lives of the young and old alike are at stake. Lodi News -Sen-... THE PEOPLE'S REPRESENTATIVES GOVERN10.•; of CALIFORNIA G:v. G. -3y 03'1;5 — _ S?: _.... CA _ ?;- i^-!-: CALIFORNIA LEGISLATURE P3:, ck JC^ ,SL... 4.' s:. _.. ' ^ 5•:?b. S:3:a Ca:L%�Sa::--r. - - - - _ < _- G`::iC:-. 9:2 ?2 !9:;:)444-24), c,=s i Asse-_ttymar A_.,cry Pesce:t. - 1: - s: R.:c.— 2., . S:a:? Ca-_ . S_ C; 1. CC 0:-'3.' G.r13: er-A!e :a7. SJ 1C&. Sa_.3--e )'C CA Co.":TY SUPERVISOR S,Yerr�sor Ja:k S.e' loc:<. -:, n!s.-_a. Ccu^ty CCu-!ncusa. 222 E.'..a-..... . 1 C: --- Our Readers'Writ. Lodi's tourism reputation grows Editor: In response to the following let- ter I received, I would like to say that Lodi is fast becoming a city reachin; out for its'destiny. I hope we can continue to grow and expand our tourism hospitality along the way: Lien Sasaki Dear Mr. Sasaki: I am writing this letter on be- half of Yarnagata Agricultural Commissioner Tour Group to ex- tend our deepest appreciation to the following: City of Lodi, Mayor Keith Land and his lovely viife, Marcia, City Manager Dixon Fly- nn, Lodi -Woodbridge Winegrape -..Cormission-?executive` Director 'Mark Chandler. Upon our visit to the city of Lo- di, we were overwhelmed by the beautiful welcoming dinner at the Wire and Roses Inn. We had not erected such a %varm welcome and ho-spitality from the city of Lodi and city officials. `;ie were also able to strengthen our cherry industry's relationship, but, most of all, the presentation of local wine tasting created encour- a: ernent for marketing in Japan wi+b your industry. V, e are ho:,.ing that we can con- our o - our rela:iorship vrith yo-ur C.:•: 0E c.nly in a,..cLi.r.- bug a1. Media coverage having an influence on students Edia r: I cannc: be to excres; r:; where do you think we could mo and still feel safe? Between t arrest earlier this week and t continual lock -downs of our st dents and staff can anyone swer her question please? Enoc is enough! hferri Cunninghc Lr Why aren't there more letters from people in Lodi? Editor: Each da} we receive our l News -Sentinel. For those in family reading is confined to 1 news and letters to the eld Though we may not agree the opinion of all, Nve like to what others think or believe - Today, there were no 1_ but opinions of those who : their living writing. About each week there are no tette it the people in Lodi have no ions or have fear to express All newspapers have news Associated Press or United : We receive the Windham J. published in Windham, NY ed in the Catskills. 'Man.v the letters to the editor ta'-: page or more. Charles Jo Bomb informatio on Internet cove is overdone Edi:.. On behalf of myseIi ar.� l.2an e: a: Tokay Hi would li e to exare:s my ---^ •^•.wont in the lazel's Andren Miller expansion opens up new possibilities for downtown Dodi . here is an old adage that says you can't get enough of a good thing. Downtown Lodi's Ha- -I's restaurant has risen to that chal- lenge. The popular eating establishment which is known throughout Northern California for its California -style cui- sine, recently added a new banquet room to its facilities. The staff of the well-known and popular eating establish- ment, Hazel's. Having already owned the building, Hazel's owner Bill Sandeen decided to expand when the lease on the beauty shop next door expired. "We have al- ways believed downtown was full of possibilities," Sandeen offered. "We felt that a banquet room would offer down- town a pleasant alternative for.hosting meetings, receptions and company par- ties. We can even accommodate small wedding receptions." "The e.rpansion at Hazels has opened tip great possibilities for downtown businesses. Confer- ences, meetings and company par- ties often require more privacy and greaterspace accommodations than regular restaurant seating allows." Jeri Hansen, Director of the Lodi Conference & Visitor's Bureau For many downtown businesses, the additional meeting location is a wel- come addition. Able to accommodate 52 comfortably, the banquet room boasts a state-of-the-art, microphone equipped, sound system and a separate dining menu. The separate room can be re- served for seminars, large meetings, company parties and other events. Few local meeting places exist Continued on page 6 NS/DE Aeire celebrates 10 years..... 2 Legislation slows business.. 3 Ribbon cuttings ................... 4 Morkers Comp hike ............ 6 Welcotne New Members ..... 8 Business & Prof. Directory 11 Calendar.............................. 12 The Vintage G-raC_1IO s Uetirement -Living -,(209),33' 1500 LODI, CALIFORNIA KOFU.JAPAN LODI, ITALY SISTER CITY COMMITTEE September 23, 1999 Jeri Hansen Lodi Conference and Visitors Bureau 1420 S. Mills Avenue, Suite K Lodi, CA 95242 Dear Jeri The visit by our guests from Lodi, Italy, was made perfect with all your help. The visitors felt so welcome and comfortable with everything. We, Lodi Sister City, want to thank you for planning the tour and taking the time to be with us on Thursday. It was great; your hospitality was wonderful. Again, thank you for your generous kindness shown to all of us. Sincerely r Angie Ferrero President HO.LIE OF TH_ FLA.VE T OKAY GRAPE The Record - Stockton -San Joaquin -Mother Lade Carne M. Sass Community Relations Manager Phone: (109) 546.8145 Fax: (109) 547-8181 March 15, 1999 Ms. Jeri Hansen Lodi Conference & Visitors Bureau 1420 South Mills Avenue, Suite K Lodi CA 95242 Dear Jeri, 530 East Market Street P.O. Box goo Stockton, CA 95201 209 -943 -NEWS A "much over -due" thank you note for the wonderful lunch at Hazel's and the opportunity to get to know you and Mark. It was very interesting to hear about all the wonderful things going on in Lodi - and since I met with you I have found when people are talkinc, about events and projects going on up north ... well I sort of feel like I am a lot more informed. Let's do keep in touch. I would like to arrange to get together with my new north county friends, at least on a quarterly basis. Please let me know if opportunities arise that The Record should be aware. Thanks again. It was a delight meeting you. Came M. Sass Community Relations Manager �• OmahaZL'orld•HcraId • CHAMBER OF COMMERCE January 10, 2000 Jeri Hansen Lodi Conference & Visitors Bureau 1420 S. Mills Avenue Lodi, CA 95242 Dear Jeri: On behalf of the Lodi District Chamber of Commerce and the Leadership Lodi Steering Committee, I would like to congratulate you on being selected to participate in the 2000 Leadership Lodi Program. Enclosed you will find an agenda for the Orientation Meeting scheduled for Tuesday, January 25, 2000, 5:30-6:30 p.m. at the Chamber of Commerce, 35 S. School Street, in the conference room. Please call to confirm to confirm your attendance at the Orientation. This will give you the opportunity to meet your fellow classmates and to review the quidelines of the Leadership Lodi Program. The dress code is business. We have scheduled a class photo to be taken that evening. The photo will be placed in the Chamber publication "Lodi Business". Please RSVP your attendance to Sandi Somers at the Chamber office, 367-7840. Sincerely, Patti Bates Office Manager Enclosure ACCREDITED 35 S. School Street • Lodi. CA 95240 - PHONE (209) 367-7840 • FAX (209) 334-0525 '-""� Nevi visitor bureau promotes Lodi's bounty PLCl2LGin a vineyard while sipping award winning UnHP.S, savor the agricultural bounty at the FArmeYSMakket, browse for antiques in charmingly restored dOGMtOGillt',and dine in casual or upscale surroundings. Enjoy a play or concert in a world-class JW ftkT9iA! J 4U**C ;t'kr Visit the zoo, Japanese garden, an amusement park or take step into the past at the county PH.WBltLtCe Rent a pedal boat or aqua cycle at the I42KPg, traverse over 1,000 miles of nearby waterways by boat, catch a glimpse of a Sandhill Crane or a gre4at'&Liei i!kro;t -go for a swim, cast a rod and reel for a fish or, simply Ye&x and unwind. Hopefully, by now you've realized that you can do all this in Lodi. You might also imagine there are people who dont live here that' ould enjoy the list of activities above as well. As of October of last year. rravclers interested in visiting the Lodi area for business or pleasure have a new resource for receiving information. Local businesses interested in the benefits of chose travelers also have a new ally. This promoter of the bounty of the Lodi area is the newly - formed Lodi Conference Visitors Bureau, begun last year as a collaboracive effort by the City of Lodi and the Lodi- VVoodbridge 'Cinegrape Commission. Last fall, t e Cir•: Council approved and finalized the plan for the bureau, providing w. _,:11 was added to over b,- the V, con-.Mlis:on •J� c� tv _. chr ne•% LCVB is Jeri H1:aen. She was chosen to chc --"'o,-: b.ued on her h.i_-k,round w, ich includes a de .1 in Business from Cal Poly San Luis Obispo, PILLS stints in fair management and at the Farm Bureau. Her skills «-ill be valuable in convincing more of [he traveling public to enjoy the wonderful bouncy of Lodi. "The mission of the Lodi Conference c: Visitors Bureau is to extend and enhance the hospicalin• of the Lodi area to all visitors by promoting local events, arts and cultural activities, attractions and businesses," said Hansen. "\'': e will also be xorkina to coordinate the efforts of those entities to achieve the greatest return for the Lodi area and those who live and work here." The LCVB recently developed an advisory board consisting of eommunin' leaders, representatives from visitor related businesses and services, arts and culture. recreation, wineries and the Cir: OF Lodi. Accotdii:, to Hansen. t`?is ,rotas 0.'71 l will be responsible fee ie[CIR, goals and objecii%es. establishin,- LCVB pru,•-1ms an: evaluatir., bureau actici:ies. "Th,- board •Theboard %gill also ser: e as a bride between the LCVB and the corlmuIlir,., said Hansen. •Ani,' then will also be working to mobilize local resources — financial and physical. They are in a sense the bureaus tourism ambassadors." The LCVB will also need a number of volunteers interested in promoting tourism activities to work with subcommittees that are being formed to include marketing and local event planning. LCVB projects underway include the development of an exciting and inclusive %vebsite, and — at the heart of the Lodi Conference & Visitors Bureau website — a eommunin• calendar, which will list arts activities, events, festivals, concerts, plays and more. The website will include links to community• organizations, as well as visitor related services and businesses. The website will also detail rhe argil's attrjCrions and OppOr[U.n,i[iei fOr CUICU:e. r: C:.'1:0.11, n1,Ural.sc and a,r::UI:U:: CU ars, ti�'in e-CS$Cing and rio.:. A with re!.tced links shou!d ch_ visiror r,, -,-d mor. information. Thos,- interested in gerciR, invoked with ch: LC%B contact Hansen at (209) 365-1195. SPRING 1999 MheCity Lodi, in an effort i he Its. citizens .for, the entrance,��Into.Mhe': -.new millennium, will be.conducting a ; #series rof public foh(Q dealing i iMd h"all aspects of community gliving as we approach the year :%Thesepubtic.forums will i held the third Tuesday of each ,,month through December 1999 : tat Carnegie Forum beginning at ' ' 6 p.m. Details about the first two .'meetings are listed below. } .i Subsequent meeting's will cover -air travel, utilities (water, . :sewer, gas, telephone and cable M, police services,- gas and oil acomp'inies, school and other };:. ... °localbusinesses ,..,.Anyone with questions or Z.suggestions should call the City ... _.._ Clerks Office at (209) 333-6702. `This _will be the first Y2K :=•Preparedness Meeting. cZ'-Featured topics: _ " - i:Banking and Bank Cards_ ' ` _Hospdaf Care ' I •r•: Harkins Outstandin- Citizen of the Year Award (see sidebar for a complete listing of award winners). According to Chamber President Bob Andosca, the evening illustrated a show of support for the Chamber from many different pans Stoekton and the surril••^ding area," he said. The City of , was also well represented with a large turn- out which included Mayor Keith Land and councilmembers Susan Hitchcock, Steve Mann and -Phil Pennino. City staff in attendance in- cluded everyone from the city man - well attended," Lodi Police Captain Jerry Adams said. "I thought the Chamber did a great job." A special feature of the evening was classical music by pianist Tom Hoffman and dinner entertainment by singer LaDena Newhall. LCVB Launches New logo he Lodi Conference & Visitors Bureau (LCVB) recently unveiled its new logo at a public meeting. The art was created to reflect the various-(G)).t�► aspects, anti assets, •i/• of Lodi. According to LCVB Executive Directorleri Hansen. the image will tend r o M F E R E itself well to , , 5 , r o Fib placement in advertising, posters, flyers, banners and other promo - N c 0 U !1 tional items. "The image conveys the area's beautiful climate, proximity of water and the many opportu- nities for recreation," Hansen said. Features of Lodi, like Hutchins Street Square and the arts; the newly renovated charm of the downtown area; pastoral farmlands and, Lodi's excitin- and flourishing wine - industry are all represented in E A our logo. E "O "Quite. simply, the Lodi Conference & Visitors Bureau logo captures the very essence of our arca and represents that which makes Lodi such a unique and wonderful place to live - and to visit." "The image conveys the area's beatrtifirl climate, proximity of is -titer and the many opportunities for :recreation, " You can reach Jeri Hansen and the LCVB at (209)365-1195. Chamber Award Winners Deanna Zr;hghl Volunteer ollhe Year Ed Marchese Ray C. Mming SlreelFame Volunleer Marie Rodriguez James W. Pinkerton. ✓r, lndustryAward General Mitls,inc. Agnbusiness Person of the Year George Barber William r. Harkins Oulslanding Citizen Janice Roth 'the Vintage Gracious Retirement Living --(209) 339-1500 ^ CD CD aaaa a 0 _ t 2) CD CD (n CD CD • u m _(D kk CD l< CD CD CL aaaal a ai- 0 aa� a emoOk CD CD �t O O tz CD CD Me*dia.:,Re1 ''.ase For Immediate Release - June 15,1999 Media Contacts: Peter Knight, A8c%V Restaurant, (209) 327-1797 Jeri Hansen, Lodi Conference Lac Visitors Bureau, 800-79S-1810 Cynthia Haynes, City of Lodi (209) 4S2-LODI Worlds Largest Root Beer Float in Lodi Sweet concoction gets a taste of World Record Lodi, CA -A world's record will be broken and anew one set in Lodi on Saturday, June 19`'`' with a 2300 -gallon A&W Root Beer Float. The event honors the 80" Anniversary of A& -%V and gill take place in downtown Lodi from 11:10 a.m, until 2:00 p.m. Lodi is the birthplace of A&%Y,' and the site of the first glass of A&V' Root Beer ever sold. A special world record ceremony and dedication will be held at 12:00 noon, with comments from Lodi Mayor Keith Land. All event attendees rill be treated to a complimentary glass of the gi axle root beer float. In addition, the event ra ill feature n auction for those that wish to bid for the first glass of the record -break-in, beverage. The world's record celebration will also feature a classic car shote-, a kid's midway and carnival games, food vendors, live music, live radio remote, a special performance from the Lodi Community Band and exciting yo-yo and karate demonstrations. A special AL',' -NV Root Beer Trivia contest will be held R ith prizes awarded at the conclusion of the event. The colossal root beer float Rill be created from 21-,0 gallons of root beer and 400 gallons of ice cream. Float constriction rill begin at approximately 11:OC a.m. on the day of the event. One hot day in June of 1919, an entrepreneur named Roy Allen mired up a batch of creamy root beer and sold the first frosty mug for a nickel at the original A&W' stand in Lodi. States Peter Knight of ALS -,W', "Lodi is the fitting place for this exciting ,�%-orld's record event." Proceeds from the world's record event, as Bell as from the auction of the first glass of the record root beer float, Rill benefit Lodi community youth groups. The event is being coordinated by the City of Lodi, the Lodi Conference & Visitors Bureau and the Downtown Lodi Business Partnership in cooperation ,�%-ith Lodi's A,,,V' Family Restaurant. For more information log -on to n� a.aR'rootbeer.com. hhJ:J orn or tunities: ER:iD, 'icer FIC -1: Ce-LMO 1•.', IUC-Liorlo: :.._ .., st ;lass Of the record 6-e.ti:: 7301 beer l:o.i_, e'•eC_ 1_7f:jdees sharing the 2 -;----pallor: �.:.._. �Jr:'.Ca!_ =�' n?�:?:�Jz: � �'r''�.i?i:: .. '_':7i�:-:�: �•'.'.�n' �...• a... 1i.cT�. � OU; CliiJ i J me event, emett..linerS ar.' dennonsiraions. th? C.'ea: ROOi Beer ear Cl1LaCt..' mas,:ot r: ith attendees. WORLD RIMORD ROOT B99R FLOAT ,PRESS PARTY: ,5:00 P.AK THURXDA10`-, JUMX 1-',1999 A&W Restaurant 216 East Lodi Ave. Lodi FRXV.A&W Root Beer Floats for all members of the press and media PL US ! Don't miss up -to -the minute information about the RECORD BREAKING ROOT BEER FLOAT to be constructed in Lodi on Saturday, June 19 Join us and become a part of -world record history! PHOTO OPPORTUNITIES: Classic Car Show; Root Beer Bear mascot; the making of a regular sized root beer float for close-up shots; special guests, kids and families enjoyinj root beer floats; real carhops on real skates! INTERVIEW OPPORTUNITIES: T nou ''-t, on, and comments abo_it, the GIG %DTIC float and the world r or_, breal.ing event rrom A. t'.'. re;:-- en,a- , e;, even; sponsors and c00-crnators, specie' guests, kick and . -nilie Please RSVP to: Jeri Han,en, Lodi UB:209-365-1195 or to Cynthia Haynes, City of Lodi: 209-482-LODI. Hope By Reed iPtjii Record Staff Writer floats: Lodi tackles world's biggest sip If the sunbaked, gravel -covered maintenance yard of a Stockton trucking company — the air tinged with dust and a hint of diesel fuel — seems an unusual place to prepare a root beer float, we're talking about an unusual root beer float. With San Joaquin County Weights & Measures officials painstakingly monitoring the pro- ceedings, a BJJ Trucking Co. tanker truck was loaded Thursday afternoon with 15,300 pounds of %water as the fust step toward pro- ducing a .world -record, 2,500 - gallon, ice cream -and -root beer concoction that %%ill be finished Saturday around noon in do%%m- to%%i% Lodi. The world's largest root beer float .will contain more than 6 million calories and welgh more than 12 tons .when complete. Admission to its construction is free, and all -you -can -drink por- tions of the massive treat %will be giver, away. The root beer float event, which will benefit Lodi youth groups, is being staged to celebrate the Both anniversary of A&I,V Root Beer, which was invented in June 1919 in Lodi, where the first AMV stand was built at 13 IV. Pine St. "This is not the original loca- tion," said Steven Rhea of Wood- bridge, who was eating Thursday afternoon with his wife at the existing A&1,1,' restaurant at 216 E. Lodi Ave. "My wife and I come in here about once a month." "We come in for the root beer, yeah," Rhea said. "you don't come in here for fries or onion rings." Carla Rhea said she hoped to be able to return Saturday for the giant root beer float's completion. "We're going to try real hard" to attend, she said. Weights & Measures inspector Austin Erdman and other count;; officials are tatdno great pains to certify the Lodi root beer float as the Guinness Book of World Records record breaker, meeting strict criteria set down by Guinness Media Inc. Today, the truck %.ill be driven to the C&H Sugar plant in Crockett where the seals «ill be broken and 275 gallons of liquid sugar will be added to create the needed 2,100 gallons of root beer. After being resealed, the truckwill return to Stockton to await the final assembly of the root beer, with 400 gallons of vanilla ice cream — also certified by officials. The local effort could top the current record holder, a 2,166.5 - gallon brew whipped up by Thomas Kemper Soda Co. of Seattle on May 16, 1996. Activities will take place at Pine and School streets between 11 a.m. and 2 p.m. and will include live music, a classic -car show, auc- tioning of the first drink from the float, as well as yo-yo demonstra- tions, children's activities, food, a karate demonstration and more. Information: Peter Knight, AM11, 327-1797; Cynthia Haynes, city of Lodi, 482-LODI; or Jeri Hansen, Lodi Conference & Visitors Bureau, (800) 798-1810. � � •- - G "- J � �'t '_CLQ _-i co cz Lodi A&W Root Beer Float Talking Points Ho'vv man} calories does the -world's biggest root beer float have? More than 6 million calories and, it weighs over 12 tons! All participants «'ill become part of the world record root beer float. FRED admission to all. FREE all You can drink of the 'world record root beer float. Lodi is the birthplace of A&U' Loot Beer, June 1919. The original location: 13 Pine Street, Lodi CA. June has been designated A&W Root Beer month by a Citi- of Lodi Proclamation. The colossal root beer float will be made from 2100 gallons of root beer and 400 gallons of ice cream. The giant root beer mug measures 27 feet in circumference, 8 feet in diameter, and 13 feet tall. Proceeds to benefit Lodi youth groups who are volunteering at the event. The first glass of the record-breaking beverage will be auctioned of'f' witlh proceeds going to the youth group of Choice. \4 • l 999 �vv LOBI The Birthplace YE P:�" of A8zW 2500 Gallons o FREE ALL You Can Drink Downtown Lodi Pine & School Streets All Proceeds Support Lodi Youth Groups K -WIN Live Radia Remote - YoYo Demonstrations by National Champion -Face Painting - Poocl - Kids' Midway Gashes - Karate Demonstration Ongoing: Live Music on 2 Stages 11:00: Building of the Float 11 - 2: Classic Car Show 12:00: Mayor -Opening Ceremony Auction of First Drink 2:00: Root Beer Trivia Contest Drawing BJJ Tn .-lona Bear Creek 'Wine-% 7U p A&W Mendocino Ice Cream 02rens _duction LDBP €ti LC%'B Gar-�`s Signs For more information call: City of Lodi United Rentals C&H Sugar Chamber of Commerce Peter Knight, A&W Restaurant (209) 327-1797 - Cynthia Haynes, City of Lodi (209) 482-LODI Jeri Hansen, Lodi Conference & Visitors Bureau (800) 798-1810 P=:k;-;1,n couR, =_s'r c=Mas N. RAN oy c_r;rP srocx-ori Zona = 11 �.• 1. –san ?lranrisro (Zilronirlr FOOD 5 O&,v& r K00 �12%1 : A Great Root . eer F he C a: Py .- am:d Bre%very-. L:2;+SURi4G: _: Can Be Plain or Fancy To find out how to make a great root beer float, we went to two experts: the chef at Aqua, a San Francisco restau- rant renowned for sophisticated food and decor, and the owner of an A & W restaurant in Lodi, home of the nation's first A & `V root beer stand. At Aqua, a decidedly upscale root beer float is a signature des- sert. Chefs layer small scoops of house -made root beer sorbet and sassafras -flavored vanilla ice cream, then pour on Thor:as Kemper root beer. A crisp choco- late wafer and two chocolate straws top it off. The $3 Besse:, is served % ith two homey, way m chocolate chip cookies, In Lodi, Peter Knight takes a simpler approach. Knight o t.ns thea, & W' in the to%. n where the nation's first A & W root beer stand opened in 1919. Kni:m, started working for A & W in 1972 and figures he's poured more than a couple of miliion floats. He starts with an ice-cold frost- ed mug right from the freezer. He pours the root beer first, do%vn the side of the glass to pre- vent building up too much foam, then adds a scoop or t%vo of local. 1•; made butterfat -rich vanilla ice cream. The key is the ice cream, he says. "Refrain from using a c1:eap, ice cream. it won't stag d up to the s.veetr,ess and ti —, vanilla of the root beer." A %V, t:^.= na'.ion 's top -s-2 ss^...__..-._ c .,.... a;. :oot be Aqua, too. Chef MichaelMina and pastry chef Jason Cingold tasted several root beers before deciding on Thomas Kemper, made by Pyramid Brewery in Berkeley. "It's not too sweet," Mina says. "Sometimes root beer can be too sharp or too sweet, like a cream soda." The alternating scoops of sor bet and sassafras -flavored ice cream based on creme anglaise provide contrast. Unfortunately, the mix is hard to duplicate at home. The root beer syrup used in the aqua's sor. bet is a commercial product, un. available to consumers. In testing the accompanying recipe, �� e used Torani root beer syrup, which will be in markets next month. Bt with this syrup, the sorbet t =:e; a long time to freeze. An alternatil:e is to eliminate the sorbet entirely. That's not true to the Aqua recipe, but we found that the r.ch ice cream and the root beer alone made an out- standing float. Knight will test his skills on a grind scale June 19 in Lodi when he and his crew attempt to mate the %k-orld's biguest float. Thomas Kemper Brewing Co. set the record in 1996,%vitha 2,166 -pallor. concoction. To smash the record, Knight will mix 400 gallons of ice cream and 2,100 gallons of root beer in a wire vat during a daylong cele. bra tion.. The float is expected to 'r. rho: ..r. 34,000 peo^!�. eb :..: SC% 'sor AOUA'S ROOT BEER FLOAT 1 INGREDIENTS: INSTRUCTiO <S: F cr each se . i::g. :)ocr 2 ounces Thomas Kem p lass or ice er 0 W r r_ E E 0 0 a 0 m U J 1-1 L V cu L 0 4— V r:e• LIE 0 UrIal I- LO LO R `DOWNTOWN `IODI ` AKNIEKS N KKET & `FESTIVAL It's the place to be! Savor the tantalizing local abundance of fresh fruits, vegetables and flowers every Thursday night at the Farmers Market & Festival in Downtown Lodi. Each week features a fun and exciting festival theme, music and, a special salute to one of our local agricultural crops. Whatever the week or the theme you can bet you'll have a great time at the Farmers Market and Festival. The Farmers Market & Festival also features a variety of arts and craft vendors as well as an array of scrumptious foods. Experience shopping and dining in a quaint and unique atmosphere. It's the place to be! Downtown Lodi Farmers Market & Festival every Thursday night from June 24 — September 9. Located on School Street in Downtown Lodi. For further market or vendor information contact the Downtown Business Partnership at 369-8052. Ne photo anuel Lutz, of Lodi, hands some bell peppers to Luis Campuzano for weighing while shopping at the Lodi Farmers Market ! Festival in July 1998. This years first market is scheduled for Thursday night. odi farmers market kicks off Thursday Joanna Corman s-Senbei staff War 'he summe—ime farmers market kicks off rsday Ah a twist. his year, the Saturday Lodi Export mar that ran on Main Street, and the city's -sday down`own market ha:z :verged, l�*e••.•e con Dined tl:e t•.•.•o farmers markets to make Ws one strong= said Jeri _ea execs i e dkec:or of tie Lodi Con- nce and Visor B::__--, and a coordinator a market. he -•yen r A now The Do -=own Lodi arke: and FeWvA wnh differ_nt .:es tach week, ac::ities for kid_, arts craft;, bins food, music an! entenain- .,•3t we'r2 . y , 3C.,. ._.. here is to fa ii com:n_.. - evening e._nt where people can stop by after work with their families," said Cynthia Haynes, commu- nity promotions coordinator for the city of Lo- di and a coordinator of the market. :ill produce — ranging from bing cherries to a local specialty, the purple potato — will be fresh picked, according to the coordinators. "Its important to support your local agri- culture and local products." said Dave. Philips. owner and proprietor of Phillips Far-.._, who 0 helping to coordinate the pray duce. Expected W to about Are- ti::.: urger than la_. yea• _, the runs [:,r 12 Sept. 9. Ha,, -E-.5 _air. It_ loca-ed on Sli?CO street, beween een Waln�-L and' ?ine strut_. The market nAl N .Ta_e theme_ ccorC. nat_d kith or _ice wd Dd .-. sic. Cherry__ Mike marks opening right. -Full Bloom." which highlights different pro- duce on its Sunday TV show, %vill host a cher- ry cooking demonstration. Festival -goers can enjoy evetti-thing from a nine -tasting blues night to a "peaches and cream" 1950's night, to a Latin right featur- ing the tomato. Kids can jump on a Moonbounce, get tips for adopting pets from Aminal Friends: Con - rection. and watch karate d.:m nstrations. LoW dance troupe_ wi.- per.,rr: at the Bee event. "What were trying to co is pretty much shofar ef- :he beamy ofour rC..-a'.iydI proi- H::cr _ for pf ple to c_n:e dov.;ntown and sae the beauty �. the dowmawn-.-. f� For more .--format..... ca. -Qu van Buskirk. exec: .— e dlreitGr G: the Do-v.-ntown. Lodi paMs Pamershin at UNT32. rn rn r D �- _ Y o n_2 m u a rn rn r ?.• C T7 V Y`` S. .L. cc G O u V . C 'Y ^ 7.:;f r ° n15 -7 c=�'=y r: cz a u A 'o o n_2 m u d r. d - .. n —.. —.u. .L•t .7 — C •� O _ � NO � j .J � % L ?.• C T7 V Y`` S. .L. cc G O u V . C 'Y ^ 7.:;f r ° n15 -7 c=�'=y r: cz a u A 'o o n_2 m u d r. d - .. n —.. —.u. .L•t .7 9 -V-MI 6-+ E E O 0 a s s L cn W, ORION cz s.e 0 E 0 >% CO M OWNS r >9 mom— E E E O MID O 4-+ cz t> > O �- O 0 n cn 4- 0 O r Wo M 1 1 ■ by ��pp i �. O L IN Irl r -F n) O � r,; r r o O O CV O v• � O (r ti yT� � vJ f-1 rL ro Ua p _m '-J r6 �,- O ro r - r�D rD � r -h �'�' � •may ►-.-•� C _� � �'f^ O - /� rj,O r C ,� r - 'r fD ��•+ Cf � r r -r � r..► IN Irl r -F n) O � r,; r r o O O CV O Q � O UQ ti rL ro Ua p _m '-J r6 �,- O r . r r rD � r -h �'�' � •may ►-.-•� C _� � �'f^ O - /� rj,O C ,� cn - 'r fD ��•+ � Z �- r p.0 -d O C 1. F I r E NCE d 5! T 0 P 9 3 U R E A U Media Advisory June 20, 1999 Contact: Jeri Hansen, Executive Director Lodi Conference & Visitors Bureau 209-365-1195 Something for everyone as Sandhill Cranes return to Lodi Lodi — The third annual Sandhill Crane Festival is slated for November 5-7, 1999 in Lodi. The festival celebrates the return of the elegant and often elusive Sandhill Crane, a threatened species, as well as over 100 different kinds of birds found in the region. The three -clay event features a variety of field trips and wildlife %workshops including a Delta cruise and canoeing, a Raptor Ramble and expert -guided excursions through Lodi Lake, Cosumnes River Preserve, the new Stone Lakes and San Joaquin River Refuges, Grizzly Island Wildlife Area and the wild Sacramento Bufferlands. Transportation will be provided for most trips and, tours will be customized for beginning birder and those more advanced in avian appreciation. The festival also features family and children's programs and exhibits such as a hands on "Cranium," live bats and bird of prey programs, origami, a crane fine art show and children's art show, videos, and a giant crane maze. Special guest speakers include Kent Clegg, v.,ho is nationally known for leading his family of sand'nill and whooping cranes on an 804 mile migration using an ultralight aircraft; and David Yee, expert Central Valley birder and co-founder of the Central Valley Birding Club. The crane species is a living relic of ancient times. Early fossils date back 40 million years and Sandhill Cranes are thought to be at least 8 million year, old. With their clistinct red crown, majestic size (five feet tall with a seven foot wing span), rhythmic formations, haunting calls and amusing Glances - these birds are arnong the most popular species for via%%ing in the v.orld. 71 SC: jr_? I� drj'.l_n;.j.. 1?_�� aY _ ad�i�,i'��,V \lll. r� _ _ ., __ ..,.-.i �•l _i r'. .. .?�, �_'�C: `'1,3 r, - r =ti C: N = E R E N C E 3 v i i i C? a a U P E A U Media Advisory August 20, 1999 Contact: Jeri Hansen, Executive Director Lodi Conference & Visitors Bureau 209-365-1195 Artists invited to celebrate return of Sandhill Cranes Lodi — Artists are being invited to participate in the third annual Sandhill Crane Festival Art Exhibition, slated for November 5-7, 1999 in Lodi. The festival celebrates the return of the elegant and often elusive Sandhill Crane, a threatened species, as well as over 100 different kinds of birds found in the region. The theme of the 1999 Sandhill Crane Festival Art Exhibition is the flora and fauna of the -,%etlands of Central California, the habitat of the Sandhill Crane and, other migratory fowl. The art exhibition is open to all artists living in Northern California and each artist may enter one or more works. Artists may also sell their work during the event. Art works for the exhibition will be selected through a jury process based on artistic merit. All visual art forms are welcome. For further art exhibition information, contact exhibition coordinator Vora Sne!lenbarger at 209-7-15-1722. The three-day event features a variety of field trip. and v: ildlife workshops, as well as famil; and children's programs and exhibits. Special guest speakers include Kent Clegg, who is nationally known for leadinj his family of Sandhill and v.hooping cranes on an 800 mile migration using an ultralight aircraft; and David Yee, expert Central Valley birder and co- ounder of the Central Valley Birdin- Club. Tn-- crane species is a lig ing relic o' ancient times. Early fossils date back 40 million years 1ncd Sandhill Cranes are thought to be a, least 8 million years old. W"th their distinct red crov-n, majestic size (five feet tall %vith a seven too' winc span), rhythmic formations, na-itin, calls and amus zing dances - t'n birci< the most popular species for -' \vorld. :� r_ _ _ 5 for "IP ".�^.cl u C 6 P E R E N C E 3 '! 151 T ORS 9U AEAU Media Advisory August 20, 1999 Contact: Jeri Hansen, Executive Director Lodi Conference & Visitors Bureau 209-365-1195 Kids and families to celebrate return of Sandhill Cranes Lodi — The third annual Sandhill Crane Festival is slated for November 5-7, 1999 in Lodi. The festival celebrates the return of the elegant and often elusive Sandhill Crane, a threatened species, as \yell as over 100 different kinds of birds round in the region. The festival features a wide variety of family anal children's programs and exhibits. Kids can have fun in the "Crane-ium," a room packed %vith activities, nature games, art projects and learning centers and, explore the anatomy and behavior of birds through the "A Bird Can Fly and So Can f, Except That...." educational program. In addition, k cs and families will be treated to captivating story telling by Lodi Librarian Dorothy Maas, face pa r. -,;ng, a children's art shoe., videos, and live bat and bird of pre}, programs. Participants are also invited to make origarni cranes for the ,-august Women's Peace e,.ent. Each specially made crane will then travel to Japan and be on display at the 1,000 Cranes Festival in Hiroshi,,rna Peace Park. The three-day event also rea:ures a varfe-% of f: --!d trips and %viVite .orkshops including a Delta cruise and canoeing, a Raptor Ramble and expert -guided excursions through Lodi La'<e, Cosumnes River Preserve, the new Stone Lakes and San Joaquin River Refuges, Grizzly Island Wildlife Area and the v. ild Sacramento Bufferlands. Trans.cortation will be provided for most trips and, tours will be customized for beginninc birders and those more advanced in avian appreciation. Special gues, speakers include Kent Clegg, v:ho is nationally kno%vn for leading his gamily of sandhi!l and % h000:ng cranes on an 800 mile M1' -a•ior using an ultrahigh aircraft; and David Yee, expert Central Va'lev birder and co -rounder of the Central Valley B:rdin� Club. T^'' cra"? _ _cies is a llvinl relic of a._ . Earle fo,_':s d_._ back 40 million \ear; aed 0 .. _ 1, 15Etori Sure ., a' 209-5':. 800-793-! e f'v r' . tn?r e'. eft' , 0". Media Advisory September 20, 1999 Contact: Jeri Hansen, Executive Director Lodi Conference & Visitors Bureau 209-365-119 It's a bird and a plane! Wildlife adventurer featured at Sandhill Crane Festival Lodi — Tickets are on sale now for a feature presentation by renowned wildlife researcher and adventurer Kent Clegg during the third annual Sandhill Crane Festival, November 3-7 in Lodi. ,qtr. Clegg is best knov.n for his cork with Sandhill Cranes and endangered Whooping Cranes_ Clegg developed a method of "imprinting" cranes on humans for the purpose of migrating behind an ultralight airplane. The method he developed was a huge success and, in a birdlike ultralight plane, Clegg led hi: family of Sandhill Cranes and Whooping Cranes on a dramatic journey of 800 miles. The movie "Fly Away Home" was partially based on his work and research. Mr. Clegg will share his extraordinary experience and his research d,,rin; his presentation. Mr. Clegg's presentation, takes place on Saturday, Iiovember 6, at Hutchins Street Square. Tickets for the feature presentation are S3. The three-day event features a variety of field trip: and %vildlife workshops for the begin ninj birder and those more advanced in avian appreciation. The festival also features family and children's programs and exhibits, as well a; a fine art sho,,%-. General admission to the event is free to youth 18 and under, $S for i , �_:ul-; anti S8 for the % eekend (tours reel are additional, a; is the feature presentation). Tr= crane species is a living relic of ancient time;; early fossils date back 40 million year_ and Sandnill Cranes are thought to be at least 8 n,ii'ion yea -s old. Sandhill Cranes, with their distinctive red cap, gray plumage and, impressive size, are noted for their elaborate r;d .moo: r -a n I o, i'i �: I i C Iu fli.,nt an_: pro•on., .d, r )' rn. r . Tr,- Lodi Delta area Is In the mitt, ° t.: _ Fi .., an-_. Ti,:? cry. -;as car,�ra! U ..E A E N G E 3 .I SI TF0PS 5UREAU Sandhill Crane Festival Contact: 209-36S-6444 Start: Immediately Stop: November 8, 1999 ATTENTION! The unique and hatintinc, Sandhill Crane call may be downloaded as a WAV. File by visiting w-wwxisitlodi.com and clickin; on Sandhill Crane Festival. Use this distinctive audio to introduce or conclude the PSA spots below. 15 -Second Audio DONT MISS THE THIRD ANNUAL SANTHILL CRANE FESTIVAL AT HUTCHNS STREET SQUARE, -r-\ LODI FRIDAY, NOVEMBER FIFTH THROL;GH SUNDAY NOVE`IBER SEVENTH. WORKSHOPS, FIELD TRIPS AND TOURS CHILDRENS GA%, IES AND ACTIVITIES SPECL%L FIINE ART SHOD' CALL 368-6444 FOR EVENT INFOR\La.TION AND TICKETS! 3. --Second Audio THE CRA:\ES RETURN TO LODI FOR THE SANDHILL CRA\TE FESTIVAL AT HUTCHNS STREET SQUARE FRIDAY NOVEMBER FIFTH TI -SOUGH SUNDAY NOVEMBER SEVENTH V.-ORKSHOPS, TOURS AND FIELD TRIPS CHILDREN ACTIVITIES A\'D FAM LY PROGRAMS SPECLU FNE ART SHOW SPECIAL FEATURE PRESENTATION, "IT'S A BIRD AND A PLAiN01, B�' RENOW:\TED WILDLIFE ADVE\iLRER KE\�I' CLEGG ON SATURDNI'. HURRY A-N'D RESERVE YOUR SPOT! CALL 363-6444 NOW FORTICK I\FOR`L-�TION' — — C - _ > r L r_ r C 0 r J r N — r- O — — U= O r O U U7 .� Cil O_ � r rte- A 70 CZ —` r . _ cz 0) J ) O Mu_ U U UAL -0 -0J-0 cr J U O . _ ra M. O _r O —� ^J� c3 Co cz, O (J c� p j — _ , (� r- > OuiQ' cZ r 2� 3 O p O LJ >. co C" J"' N J O U') y > O O r =� _� r N r>U) ra O U 07r 0 2 ^v O 0 !) � U- o o J 3 c0 U ��- �� U U O O C r-3 U -0 C2i U nrOjc U O N N U 0 O O ; M r3 > �— O t3 W .`� r1 2 Li "7 Q O N >• O Z O OLo CO O L- N — r (� (' 69,r O 4S C U m • O � •L O L •a 1 ^:: `F > m co oU + 'k co coE0Poo LL -0 Q� :3U a) 0 0 OL e) U_ o M@m _. -- � i t O O cuQL �� O C p _ co 0 U -O U [i I i Cd �� 1 G M •. I I � n v � O z O :5�E z � o 77- z I� November 19, 1999 Jeri Hansen, Executive Director Lodi Conference and Visitors Bureau 1420 South Mills Avenue, Suite K Lodi, California 95242 Dear Jeri, SANI)HILL CRANE, FESTi` AL A�= The 1999 Sandhill Crane Festival Steering Committee recently met to wrap up this year's event. By all measures the Crane Festival was a success, reaching well over 1000 participants who enjoyed the Festival's tours, exhibits, programs and presentations. Your sponsorship of this year's Sandhill Crane Festival was genuinely appreciated. Thank you! With your support the Crane Festival Steering Committee was able to provide a variety of activities and ensure a quality experience for the individuals, families and groups in attendance. The Steering Committee has been committed to a number of objectives which I have included as an attachment. Every objective for the Crane Festival was achieved and we look forward to continued success and improvement in the future. The mission of the Festival - to increase public awareness, appreciation and conservation of Sandhill cranes and other Central Valley wildlife - was well -served by the 1999 event. Among the results: © over 60 nature tours with over 900 tour registrants © 20 educational family programs, children's activities and presentations U 17 exhibits representing local, state and federal agencies, area non -profits and commercial exNbitors © a exhibit and reception featuring work inspired by cranes and other wetland species 13 performances reflecting the influence of cranes on art and culture o cooperation among several local, state and federal agencies in Festival planning and implemeltation ® promotion of the Iccal economy through wildlife -related tourism • 86% of registrants viere from outside Lodi C 73;0 of registrants were from outside San Joaquin County o virtually all visitor from outside the area ercaged in local commerce (restaurants, gas. lodging. shopping) ® a high level of participant satisfaction as registered by survey respondents The financial bottom line is critical to the success of any activity, no matter how interesting, exciting or inspiring the program. From this standpoint I am pleased to report that the 1999 Sandhill Crane Festival achieved its financial goals, meeting all expenses and establishing a fund to assure that the 2000 Sandhill Crane Festival planning can begin on a solid financia! footing. None of this would have been possible without your support. Again, and on behalf of the entire 1999 Sa.-d'nill Cra-:e Festiva! Steering Commitee. thank you. C `, an_ Q.==r' _ SANDHILL CRANK- FESTIVAL March 2, 2000 Jeri Hansen, Executive Director Lodi Conference and Visitors Bureau 1420 South Mills Avenue — Suite K Lodi, California 95242 Dear Jeri, On behalf of the Sandhill Crane Festival Steering Committee, thank you very much for the considerable time and energy you dedicated toward success of the 1999 Sandhill Crane Festival. 1999 marked the third year for this event, which provided a quality experience for participants and a wonderful opportunity to welcome guests to our community. Through programs, tours, exhibits and special presentations, the Sandhill Crane Festival engaged these guests in enjoyable, educational experiences that advanced the Festival mission to increase public awareness, appreciation and conservation of Sandhill cranes and Central Valley wildlife. None of this would have been possible without the support of many organizations and individuals. Your commitment to the Sandhill Crane Festival, as a member of the SCF Steering Committee and through coordination of Festival publicity, was critical to the success of the event. Appreciation for your efforts is shared by all who worked with you ... and by those who came to Lodi to enjoy the sandhill cranes and our community. Once again, thank you for being such a major part of the 1999 Sandhill Crane Festival. For the SCF Steering Committee, sincerely, J I Kenneth C. Nieland 1999 SCF Steerina Committee Chair UepdPtMeflt Of is ars arse Certificate of npPreclatiop �. presented to f Jeri Hansen lhl.. Lodi Conference and Visitor's Bureau X / Fig it / :, •,:.' or furthering wildlife conservation by co -organizing Y,` Lodi's 3rd Annual Sandhil) Crane Festival i i monal manager/ Superu�sor�' Division Chief 1413i�i r i f Industry Menibe'r& • Western Association of Conference& Visitors Bureaus (WACVB) .• California Travel Industry Association �(CaITIA) sociation of the CA Division of Tourism ral Valley Tourism Association 'A) 5 64 -r -I A.] cu E 0 E cz CL E Ln 0 A -A E cz UL 0 CD CD N 0 (M (M C) C) W M C4 C) cuL. 5 a � CU cu P CU CO cu COa :Q 5 64 -r -I A.] cu E 0 E cz CL E Ln 0 A -A E cz UL March 7, 2000 Mark Chandler < Executive Director IL Jeri Hansen Lodi Conference & Visitors Bureau 1420 South Mills Avenue, Suite K 0 ,� Lodi, CA 9242 M CALIFORNIA %- Q Dear Mark: TRAVEL MARKET a On behalf of the Board of Directors and members of the California Travel a Industry Association (CaITIA) and our Califomia Tourism (CalTour) partner, we Would like to thank you for your generous sponsorship of the a 2000 California Travel Market (CTNI) held February 8-11, 2000, in San " 'Jose. The 2000 CTti1 was a spectacular success and your participation helped m ensure this event's future! The 2000 CTNI experienced a 12 percent growth p of buyer delegates with buyer and press participants representing 15 < countries, and 119 exhibiting organizations representing all of California. Springs gill be our host cities February 19-22, Z Santa Monica and Palm 2001. 0 z W f C U N Thank you again for your contribution. It demonstrates, once again, your willingness to support the efforts of CaITIA and CalTour, and is genuinely appreciated. Michael Gallagher CTM Co -Chair CaITIA Board Member ,IG/CB/DP:tt Sincerely, ��talu:a /fie Caroline Beteta CT.IIv1 Co -Chair -�aoze 19adh,,,� Diane Paskerian Sponsor Chair Thanks To Our 2000 California Travel Market Sponsors Opening Welcome Reception, Dinner, and Entertainment San Jose Convention C Visitors Bureau Welcome Refreshments Great Mall Of The B.Ly Area Closing Dinner Palm Springs Tourism The Palm Springs Resorts Convention l Visitors Bureau Briefcases and Totes on Wheels Prime Outlets Program Advertising Allpoints COninlUllie:160 11U Mariposa Counq VisitorS Bureau Yosemite National Park Program Tab Page Advertising San Francisco Cow ention S Visitors Bureau Transportation Alaska Airlines American Eagle/American .airlines Amtrak Beverages for A -U Events Cn sral Ge%ser \\'"iter Compan Table Gifts Corona -Lona. Inc. / Crournlct Centcr Cookies ,See's Candics Golf Tournament Continental Breakfast Santa Monica C011%C11tio n & Visitor Burc:ul Golf Bos Lunch Sponsor Alamo Rent A Car. Inc. Golf Beverage Cart \c1%p0rt lie:LCll Conference Visitors Bureau GoLf Tournament Hole Sponsors Amtrak Buena Park Convention Visitors Office Comfort Inn/Quali(N' Inn -. Suites. Do%vnto,-%n Harborvie%% San Diego ComacTours \ Charter Services Gra[Uda Inn -Silicon Valle% Hornblo wrr Cruises \ Events LEGOL\\D California The Roy Rogcrs-Dale Evans Museum, Victon-illc Smim Barbara Conference 11, Visitors Bureau ';onB.n' SOlte5 Universal Studios Hollywood Vicias Casino C Turf Ciub/Vicias Outlet Center \\ incliester M%stery House Yosemite National Park Lodging \j ines Beringer Wine Estates EI Dorado Wincn- Association Lodi-\\'oodbridgr \Vine; cape Commission & Lodi Conference \'isiu>rs Bureau Santa Clara Valle% Wine Growers Association CTNI Lapel Pins The `E\V \\'ax Nluseunt at Fisherman's Wharf Neck Wallet Bad -e Holder Bcst \\ %.-,terns of California Citi Pass. Inc. -A Five Star Sponsors Grcat Mall Of The Ba% Arca Prime Outlet. Our Thanks to the Generous California Travel Market Sponsors Opening Welcome Reception, Dinner, and Entertainment The Disneyland Resort Analicim/Orange County. Visitor S Convention Bureau Tuesday NWelcome Refreshments Red K White Fleet Tuesday- Educational Breakfast Session Viejas Casino C Turf Club Viejas Outlet Center Tuesday Educational Lunclieon ScaWorld California Vc"ine for Tuesday- Educational Luncheon Lotti Conference C Visitors Bureau Lodi Woodbridge VWinegrape Commission Bella Vigna Vineyards Clements Vineyards Kenyvood Vineyards LUCAS VWinery VWoodbridgc by Niondavi Pcirano Estace Vineyards Phillips Farnis Vineyards Raycn;n ood Vineyards Tuesda,,-)Lunch Table Gift Herman Goclitz Candy Company, Inc./ Gourmet Jcll' Belly Tuesday- Afternoon Energy Break Sacramento Convention & Visitors BtlrCatl Tuesday Reception. Dinner, and Entertainment Knott's Bcrry Farm VV'incs for Tuesd:t- Reception Robert Mondavi Family of Wines Cal iterca Robot Mlond:t-i Coastal VWednesclay Educational Breakfast Bubba Gump Shrimp Company Cannen Roca Compan- Mlontcrey Baty Aquarium .National Stcinbrck Center Wcdnesdav Educational Luncheon World-Failioui San Diego 7_00 and San Dicgo Wild Animal Park Wineat YVcdnesdav Luncheon Tvinccula Vallcy �-intncrs Association Bail- Vineyard \ Winery Callaya� Vine%ard & VWincry Olurzo Vineyard S Winer Fikii-cr Vineyard, S, VWincry ELL rt IN 'ill Feyyyac'S Vinetard l VWinc% Ml.ulricc (:ar rid \\'iacn . ,�,a.l \Lir•:�.:.t 1Li::crt .:.tr: Cc! i. \\ c•cln%:,d:at l.t:n Al Tabic Gift \::..`root c i ::,?.![;.i .'•`r,; t a;1n )nC.' cr:m:l: i>.Lr, \Vcdne,dai, Aftcrnoon I:ncrgy Break A\ ")ci.uion Closing Reception Blue & Gold Fleet PIER 39 Wine at Wednesday Reception and Dinner Santa Clara Valley Wine Growers Association Cooper -Garrod Vineyards Emilio Guglielmo'Winen Fellom Ranch Vineyards Fortino Winen Hecker Pass VC'inen- J. Lohr 1Winen- Jon- V\"inen Kingin Celiatrs Jlirassou Champagne Cellars Moir sSou Vineyards Pedrizzetti Winery Picchetti Winen- Rapazzini Winery Sarah's Vineyard Solis VWinery SyaLttore Creek Vineyards Thomas Krause VWinen Troqu:tto Vinctards Zangcr Vineyards :t Casa cur Fruta Closin , Dinner and Entertainment San ose Convention �\ Visitors Bytre:ul Closing Dinner Centerpiece Flowers Great Mall of the Ba- Area Table Gift at Closing Dinner Sec's Candics Thursday- Coffee and Sweet Rolls for Departing Delegates Glendale Galleria Beverages for All Banquet Events Cnstal Geyser Water Company Briefcase. and Tote.,• on Wheels Prime Outlets Press Room San lo,e Convention S ViSinlrs Bureau Press Reception Wines EI Dorado Winery Association Boeger VWinen Ch:ucau Rodin Coulson Winen Fltzpa-crick \\ IncrY Gold Hill \•irc\ard Grtnice Spring', Winery lodar Vineyard: \ \Winern' LtltClUnl Vineyards La a Cap Mladrolia Vincvarch Charles B. Mitchell Vineyards Oak -,cmc VWinc•rt' I'c'on C:rcck \ iaetaru, �iirra Vita \'i'l:lrrt \ \'inctard inct Aa . Air Tran,poriatioll )I:.\:.' !fern) I nice.! Mlotorcoach Tran:portatiun .\nlrric::a"„t::> l:acrn.ltion.L? lr:.. S,La Use_ / 11:ni`Tnur,-ContacT-)ur, PrograAdvertising Allp m Ants Communication Coach USA Companies: Antelope Valley- Bus/Gray Line. Los Angeles California Charter/Long Beach, San Diego Grosvenor Bus Lines/Gran Line, San Francisco Pacific Coast Sightseeing/Grty Line, Anaheim Valen Transportation & Tours Mariposa Count- Visitors Bureau Yosemite National Park United Airlines Program Tab Page Advertising Best Western Stovall's Hotels of Anaheim Long Beach Area Convention S: Visitors Bureau Los Angeles Convention C Visitors Bureau Planet Hollvwood Ramada Mlanagement Association of the West Personalized Neck Bands CityPass, Inc. CTM Lapel Pins Redding Convention & Visitors Bureau Shasta Cascade \C'onderl nd Association CTMi Bad, es South roast Plaza Shipment of Brochures --Buyers and Press DEIL WOrldWide Express Golf Tournament Sponsors Continental Breakfast SantaMonica Convention C Visitors Bureau Golf Balls Californi:t Tourism Publications Bcvcra-c Cart San Diego Convention S Visitors Bureau Box Lunches Alamo Rent A Car Reception Inland Empire Tourism Council Hole Sponsors Amtrak West Best \Western John Muir Inn Buena Park Convention S Visitors Office Hanford Hotel Holida- Inn Medica Times Wild Bill's Wild West Dinner Extravaganza Catalina Island Visitor', Bureau .. anta Catalina Island Company Central Valley Tourism A-ociation Choice Howls InEcrnational CnnttcTuur, \ C:hartcr �Cr\ ice, (.ran.lda Inn -silicon Vain • I lilimir Chccx• Contra \ i,it) )r Cclltcr I I:linn ?an Fran:l,o) \ I ••t cr, llornhlotycr (.rui,c, \ F --cru, InLm,! Fripirc Touri,lii r. -uracil L1:Ot)(_1\11 f:alit�)rltia I',I:Itil I',trk on dlc Sant, M -pica 11ic, Santa liarbata Cunferercc \ Vi,itor, Burcatu Viej.t, C,L,ino \ Turf Cl:.�, \ lcia, Outlet ('Cuter i I),C Rt:t C• (.I)nl e�,ll )Il `Cara: C, U 2 44col Western Association of Convention & Visitors Bureaus 1730 1 Srrerr, Suit: 2.10, Sacrarn�nuo, CA 9531.1-301 7 O 9L6.443.9012 Q 916.443.SUh5 Q infoL«a vh.tum September 16, 1999 NIs. Jeri Hansen Executive Director Lodi Conference & Visitors Bureau 1420 South Mills Avenue, Suite K Lodi, CA 95242 Dear Jeri Congratulations, you have been selected as a recipient for a 1999 WACVB educational scholarship, sponsored by the Western Association of Convention & Visitors Bureaus! The members of the Scholarship Committee join the Board of Directors in offering their congratulations to you. The scholarship is for attendance at the 1999 WACVB Annual Meeting, October 14-17, at the Hotel Capitain Cool: in Anchorage. The scholarship includes Annual Meeting registration, travel, three nights of lodging, and group meals during the meeting. A copy of the Annual Meeting brochure is enclosed for your review and use. Please check flight schedules and contact me with your desired flight dates and times. If Alaska Airlines services your destination, your carrier will be Alaska Airlines (www.alaskaair.com). WACVB staff will have your roundtrip airline ticket forwarded to you under separate cover. Your room reservation at the hotel will be listed under your name. The reservation corers room and tax charges only (incidentals such as telephone calls are not included). If you wish to stay more than three nights in Anchorage, the extra night(s) are your responsibility. Also, please complete an Annual Meetingregistration form and send it to the WACVB office. If you wish to ao on the Sunday cruise, please send the cruise fee along with your registration form. If, for any reason, you are unable to participate in the scholarship program through attendance at the Annual Meeting, please contact me immediately at (916) 443-9012. Again, I am pleased that you have been selected for this Association -sponsored scholarship, and look forward to seeing you in October at the Annual iti•leeting. 5inct?relf� Ter. �a St.D'nznson Ex:' 1'i�: Direccor T S:n;; Enclosure Scholarship Recipients at Annual Meeting ACVB's scholarship program enables CEOs and staff mem- bers of member bureaus to at- tain a higher level of performance and industrylnowledge by participating at the Annual Meeting. Three scholarship re- eipiencs attended the mi October Annual Nfeetina in Anchora,e. On,r<ltu 1.1tions to tns velir s scholar --nip pro_ram recipients: Jeri Hansen, Executi%e Director, Lodi (CA) CVB; Janet Jones, Group Sales lanazer. Carson Cite (N4') C\'S, and Tmtia .\1cTee, Sales Mana rr. O,den/Weber (LT) CVE. The FFurp ose of the sch')larship prlUam is E0 assist bureaus «nth the c')st of ortering auatity proecsSional dei: elop- ment opportunities and continuing edu- cation to their staff and CEOs, thereby raising the level of professionalism in our industry. Thanks to Nfeeting News for its support of this year's scholarship program. • Schou-s.'-: recipients at the Annual Xlee:m; in to right) Tannc �lcTee. Jeri Hansen, mid Janet Jones. SAN JOAOUIN CONVENTION & VISITORS BUREAU August 22, 1999 Geri Hansen Lodi Woodbridge Winegrape Commission 1420 South Mills Avenue, Suite K Lodi, CA 95242 Dear Geri: Thank you for donating the scnlmptious gift basket for the drawing at our Annual Installation and Awards Reception. All in all, the event -was a great success, largely because of the many individuals and organizations ready to lend their support. We appreciate the role you played in helping Lis install our new officers and honor those N -,-ho promote tourism in our community. Sincerely yours, at,u..-L.- Ann Sternal Executive Director tol'b 11� ~ September 29, 1999 Jeri Hansen Executive Director Lodi Conference & Visitors Bureau 1420 South Mills Avenue, Suite K Lodi, CA 95242 Dear Jeri, The first California Rural Tourism Conference in recent histon- has been completed and by all accounts seems to have been a biv success... due in large part to your participation. I can't begin to thank you for takini= time out of what has to be a busy schedule to participate in the conference and make a presentation at one of our sessions. The feedback I've heard from those in attendance was that each and every- session was a valuable experience. The most frequent comment was that the sessions were specific and to the point, with material presented that can be used in a very practical manner. I hope you enjoyed the time you spent with us and in Palm Springs, and that you will return again some day soon. Warmest re�,ards, s„ �a ;; L / Mi il Lawson 999 Conference Chair A LM � l f ETIA CA November 12, 1999 Jeri Hansen Executive Director Lodi Conference & Visitors Bureau 1420 S. Mills Ave, Suite K Lodi, CA 9242 Dear Jeri: On behalf of the Ca1TIA Board of Directors and Rural Tourism Conference Planning Committee, we extend our sincere appreciation to you for speaking at the 1999 California Rural Tourism Conference on Tourism, held September 26 & 28 in Palm Springs, California. As you well know, speakers play an important role in the overall program. Thanks to your participation, this year's Rural Tourism Conference was a resounding success. Your presentation was well received by conference attendees, who expressed great satisfaction on an outstanding event. Enclosed, for your review is a summary of the attendee conference evaluation. You'll find that the conference delegates were pleased with this year's event. We thank you again for contributing your time and expertise. It is because of dedicated professionals such as you that associations such as CaITIA are able to continue to be of service to their members. erely, I =Bill Clawson Terri Taylor-Solorio, C%IP 1999 Conference Chair CilTIA Executive Director 1730 "1" STREET, SLITE 240 o SACRAMENTO, ChLIFOR-11A 95814 oD 9161443.3703 FAX 9161443.8065 Rural Tourism Conference Speaker Profiles Jeri Hansen Jeri Hansen is Executive Director of the Lodi Conference & Visitors Bureau (San Joaquin County). The bureau was created in 1998, through a partnership between the city of Lodi and the Lodi -Woodbridge Winegrape Commission, to promote the area's wine -related tourism, attractions, events, and facilities through tourism marketing and collaboration with community and business organizations, recre- ation associations, and cultural service organizations. Prior to her appointment with the Lodi CVB, Hansen was Program Director for the San Joaquin Farm Bureau, respon- sible for agricultural policy issues relating to land use, water, and environmental affairs, and the development and implementation of the Farm Bureau's media relations and agricultural education programs. She previously held positions in exhibit and program management within the fair industry. Hansen is a member of the Agri -Tourism Working Group through the Univer- siry of California's Small Farm Center, whose central mission is to carry out applied research and educational activities in support of agri-tourism; the Public Relations Director for Califor- nia Women for Agriculture, which focuses on legislation, education, and public relations for the agriculture industry; and on the University of California President's Advisory Commission for the Department of Agriculture and Natural Resources. Also active in the Lodi community, she recently helped develop the Lodi chapter of the Wine Brats, a national wine enthusiast and education organization. Hansen holds a degree in agriculture business management and agriculture policy from Cal Poly San Luis Obispo. Eileen Hook California Tourism's Ruta! Tourism Liaison, Eileen Hook, coordinates the Califor- nia Countryside grant program by assisting rural communities with development of tourism potential and promotion, and tracking of trends in the rural tourism field. She also serves as the Cah_-Ornia Tourism Director's Alternate to the California Roundtable on Recreation, Parks, and Tourism. Additionally, Hook is Research Analyst for California Tourism, analyzing tourism statistics—demographics, economic factors, visitor volume and expenditures, and trends in the tourism and travel industry—for both domestic and international visitors to California. Previously, she worked for many years as a State Park Interpre:cr for the California Department of Parks and Recreation. While in that position she developed interpretive plans for visitor centers and exhibits, and prepared general plans for wide va::::v of State Pa:ks. Hook holds a bachelor of science degree in recreation and park adminis::a::o . wi: a spez,=:zanor. in environmental in-erpre:a::on, t.o- CSU Sacramento. People & Places Jeri Na H -;,7;t l.a; c.t:ciithvif;re:tor TTf 1 o,` the Itch j Lodi Coi:`,rence _ a, j Lo:li, Crtiijorria: Publisher's Letter C:�!r;1:!It�r ;_�::: r;:, ;;:o::1:i I'o _ .tI•;_: t The Working World Destination: California's Inland Empire c::•;t 7c•ic_' caiin!rr. t;::, r•;io;: i'`Ca1i'�n•7:a 1:.?: t;:::.�! to WCAE'99 Special Section is r2rl„ �5:. Gcor:,e,13 :. Resource Directory -7 _- Western Calendar 25 Publicly Speaking 26 N_;r Technologies 27 Convention Planner -_� I'I/ Ear:•;?r;? R:�kr'�tr ons be;or2 a!?t Other pace in the American West, the territory we now Cal! LSSIS!?!!1400:1 aad OreJ0I1',ya5 a tirdCtlnJ trate!eri. Early in tile 10:!1 Cellttlr1, the :elrch tOr the \O-thlyest PasS13e—a lyater route t(5 the PdCl;ll and the Far Ea t—Ittred Spa^,i_h and Briti-;ll sea.aen t(l the area. Tod;w, the scel ert in 61`ash- 1-2toll alit] O.e'on l: still SrealCllll', C0: t the alllelllti.S hdl'e d:iiilltc'!`: 1I11pC0vE''j. "ltll 11)Cttillc' t"_ihtiez Of all Si7c'S dottlrg the landSca the VaClrli N orthtvest ot- t�'rS Sc•.lte and r_�ii�nd aSSpCI:'.tlOn ni- ttin ?ll!llltrj cl'� to j • a�IC:S. SEATTLE; A RENAISSANCE CITY -- _tt—_�. - `- . .. \•. : _ - '. ..... _ .',•'-112•` (:,va ca on a:? ic:_. „ a - „a' s ri; 7 ar,L Pirie Rn-_ Ya'n9, _ - :. -a (bottom! tt v rxt�n OFFICE OF THE GOVERNOR October 1, 1999 Jeri Hansen Executive Director Conference and Visitations Bureau 1420 South Mills Avenue, Suite K Lodi, CA 95242 .I Dearis 44-t- It was nice to see you. I look forward to working with you on issues pertinent to the Central Valley and will be available to discuss any potential concerns. If I can be of any fiirther assistance, do not hesitate to contact me at my office. incerely, �Chad Condit Assistant to the Governor (rt`.i ..):: Cii. \l 1)\\I-, 0 1\'..'.\;:-. I,i C',... .''.!\ IT • �9!0t i 5-, -:I ECONOMIC IMPACT Of CAIIFOIRNIA WIN[ AN MKF RESEARCH REPORT S.:cr,sc(ed by 5 -Til WINE INSTITUTE CAIJFOR.%sA Associ.maN OF NVINE GRAPE Gko%%ERS Jantiarv, 2000 Copyright Oc 2000 bv %1,?7TO K.7,':'-.-% Fi;'-Li---R LLP SZ. Heiena, Cnl�-,-77—i2 7'7� t! 'Z ' 7% 7- 1: as ii icr oL;r:r,;-.r-ni%cn oni-. "i Ir... :::rc, -u: no; lim-.' :a 7.c :Cur. t1u; Pub;i,,atio r- T% -i pubiiza*-ion ,Ta 3c ri , X.� % Fiski R I I jii.—es no Jiiz!aims al: �an:;::- )r wr4si:ons in:hu ECONOMIC IMPACT OF CALIFORNIA WINE HIGHLIGHTS FULL ECONOMIC IMPACT* OF WINE ON THE CALIFORNIA ECONOMY $ 33 Billion The Number 1 Finished Agricultural Product from California (retail value) * Sum of total spending IIKF RESEARCH Number of Wineries 847 Number of Grape Growers 4,400 Full-time Equivalent Jobs 145,000 Wades Paid S4.3 billion Wine Produced (750m1 Bottles) 2.6 billion Retail Value of California `Vine S 12.3 billion Wine Sales Growth Rate (Compound Annual Rate 1994-1999) 12% Tourism Expenditures S 1.2 billion Number of Visitors 10.7 million Taxes Paid rcalifomia , Total, S 1 billion / S3.1 billion Charitable Contributions S62 million * Sum of total spending IIKF RESEARCH ECONOMIC IMPACT OF CALIFORNIA WINE NINE CONSUMPTION AND PRODUCTION _ Table 1.8 The Top Ten Counties in Number of Wineries. County Number of Wineries Napa County 232 Sonoma County 172 San Luis Obispo County 63 Mendocino County 41 Santa Cruz County 35 Santa Barbara County 35 Monterey County 23 Alameda County 22 Fresno County 19 Amador County 18 Top Ten Counties 660 All Other Counties 187 Total in California 847 Source: NAF Research. Wineries mean tourists. (This linkage is quantified in Appendix 3.0.) Napa County has the most wineries of all the counties in California, and this large number of wineries within a concentrated area makes Napa a worldwide tourist destination. The wine industry in Napa County has created opportunities for restaurants, spas, and resorts. Further, the high concentration of smaller wineries creates additional employment from services provided to business travelers working with the wine industry, and the spillover benefits to Napa County are enormous. The county with the second largest number of wineries is Sonoma County, which also has the second most winery tourists in California. Pockets of other counties also benefit substantially from wine industry related tourism. For example, Stanislaus County has a smaller number of wineries than Napa and Sonoma, however, those few wineries in the county are all very large and also attract large numbers of business travelers who contribute to the impact on tourism. The 847 wineries in California attract 10,700,000 tourists who spend 51,200,000,000 in California each year. 3 Distribution of Capacity The size of the wineries in California is distributed over a broad spectrum. There are a very large number 3 of small family-owned wineries, distinguishing California eine as a cottage industry. Over 600/( of the, ` 3 wine^es produce less than 25,000 cases, anal 9'_°o produce less than 100,000 cases. V--- �. 3 Tnere are also a number of lamer, publicly -owned companies. 'ZVineries traded on the NASDAQ stoc include Beringer Wine Estates. Rober. %londavi Corporation, Chalone Wmi e Group, PU-.eas.vood Winery, R.H. Phillips, and Golden State Vinme:s. Other California wine brands are par: of large: publicly -owned conglomerates. For example. Canandaigua Brands owns many wine brands, 71 NIKT RESEARCH - 11- I n ECONOMIC IMPACT OF CALIFORNIA WINE GRAPE CULTIVATION Distribution of Grape Sales Revenues in California The total dollars from grape sales increased 140°16 from 1988 to 1998. Table 2.5 Top Ten Counties in Grape Sales Revenue. Count• Total Sales in 1988 Total Sales in 1998 Sonoma County $81,366,146 $230,518,333 San Joaquin County 113,778,871 222,080,668 NTT a County 97,935,116 195,103120 Monterey County 57,002,449 168,970,808 Fresno County 51,804,565 110,649,083 Madera County 56,084,493 105,506,571 Mendocino County 21,567,824 83,155,493 Kern County 41,078,012 81,822,377 Sacramento Countv 13,770,544 76,578,697 San Luis Obispo Co. 14,969,305 70,183,017 Top Ten 549,357,333 1,344,563,273 Total California S666.476,565 51,598,613,654 MW Lz the past ten years, the value of the California wine grape crop increased 140%. The total value of Sonoma County wine grapes is the highest for any county in California. The total value of Sonoma County grapes increased 183% from 1983 to 1998. This change is driven by two factors: Sonoma County has significant vineyard planting and the county grows grapes for the highest price segment of the wine market. Due to the high price of grapes from the coastal counties, Sonoma is able to obtain very 3 high total dollars from fewer acres planted. As with acres and tons, the top ten counties in terms of gape 3 sales revenue account for over 80% of the farming income from wine grapes. Appendix 2.2 details returns for all the counties growing wine grapes. Count of Growers by Acreage Size Group 3 Appendix 2.3 shows total acreage by farm size for each county. For example, in Alameda County, individuals whose total holdings fall between 5 and 25 acres farm 178.6 acres of wine grapes. Throughout the State of California, the largest group (140,703 acres) of wine grape growers is those that fa- = more than one thousand acres. The next largest Coup is N%.ne grace growers that farm betw•e.n -500 and 1.000 acres, accounting for 76.41-5 acres. Appendix 2.3 also s_ otlights the fact that there are a lar?e n 'per of smaller "ine °rape uowers. For example,'Mendocino Count: is a significant wine grape- �—Loving region, but it does not have a single enr..v that farms more than 1,000 acres. This dichotor�.: is priy.zrily due to the fact that in regions where the average price pe. tor- is lower, higher production. levels ' and acreage are required to operate efficiently and profitably. I NIK.F RESEARCH .19- :3 Economic Impact of California Wine Tourism Statistics aa::rdtr_ :c _ : Sar. Francisco Cor,•rearer. ar, 1 Visi,.trs Bureau 2- pets. ,t Of -= .:;:ars :a 54r. .- x rsco also ••isn w•a•.e ccu,:e• MKF Research Appendix 3.0 Number (Millions) Winery Tourist Winery Tourist Winery Tourist WineryTourist Winer. Tourist County of Wineries 'Number of Tourists Winery Tourists Expesditurcs Pay -roll Employment Local Taxes State Taxes Gobs) Napa County 232 S 5,000,000 497,176,000 90,312,000 6,672 11,000,000 19,792,000 Sonoma County 172 5.2 2.000,000 201,858,462 34,833,077 2,555 3,712,692 9,5;6,923 San Luis Obispo County 63 5.3 696,000 100,220,400 16,931,200 1.133 1,897,200 4,437,600 Nfandocino Counts 4l 1.9 450,000 94,965,000 16,432.500 1.233 1.575,000 4,335,000 Santa Cruz County 35 2.6 230,000 4l 963,2G0 8,120,800 526 995,200 1.746.400 Santa Bubas County 35 8.5 680,000 7',212,000 14,170.400 916 1,371 200 3.243.800 ktontcr_yCounty 23 6.6 264,000 46,663.500 7,790,200 542 1,223,100 2.011200 Alamcda County 22 6 400,000 43,146,900 9,031,600 530 704,800 1,386,000 Fresno County 19 4.4 49,400 9,117,240 1,436,600 107 147,310 359.710 Amador Counr: 18 3 50,000 11.759.000 1,805.000 133 116.000 543,000 ElDam&County i7 4.1 41,000 7,054,700 1,195,900 99 122,000 320.300 Riycrsidc County 16 15.3 195.000 10,360,630 1.705,890 119 190,020 437,710 San Joaquin County 14 3.3 66,000 8.600,600 [.279.000 100 110,800 392,200 Santa ClimCounty 12 9.7 29,100 5,756,840 1,192,940 85 140,440 232,400 San Diego County 11 30.4 $1,630 10.055,636 1,954,507 120 235,603 403.000 San Marco County 11 1.9 40,000 9,414,760 4.352?00 131 191,600 323,630 Humboldt. Count: 9 20,000 3.265,000 525,700 40 45,000 1644 700 Mart, County 9 20,000 2.216,050 465.350 23 37,100 93.300 Lai Angdes Counr< 7 36.6 20,000 1.324,3613 292,677 13 26.455 .11,685 \eyadaCourr; 7 20,000 1.243.950 203,700 17 14,530 60.650 San Benito Courn 7 20,000 9267CC 133,400 9 13,400 4:,300 Vent=Courry 7 3.5 20.000 2.422.530 421.990 27 33,700 109.230 Yolo County 7 20,000 1,033,450 156.050 12 12,850 39.900 Lake County 6 20,000 1.197,350 194.550 15 11,650 5"350 Cal,IVMS COUr..r. 6 20.001) 1-018.3C0 153.200 12 7,550 43,300 bets County 6 6.1 20.000 758,990 114,250 9 11,720 33,)90 Manp)31Coann 4 50,000 293,0=i3 53,140 4 6.650 12.0]0 Solaro Count: 4 3.3 l0,CC0 331,220 53,950 5 4,580 15.300 Tulare Courr: 4 2.5 10.000 406.550 60,080 5 5,910 19.140 S!anislaus Cont_: 4 2.6 10,000 335,760 33.720 4 4.500 16.340 Bun: County 3 2.1 1.0.000 235,317 42,650 3 2,990 13.370 Tuo!umt:c County 3 10,000 266,400 43.260 3 2,490 10.720 Madan Count 2 113.000 229.950 33,750 3 3,320 11570 Sacramento Cou:.:: 2 11.3 50.000 4.322,330 704,200 50 93.205 135,535 San Bernardino Cot.ry 2 10,000 693,615 103,012 8 9,825 31.443 Corsa Casu Course 1 3 40,000 2,015,525 392.700 37 39,400 96.625 Glcrtrt County 1 2.500 50.2_0 7,020 1 570 2.610 Lassen Ccutr• 1 2.500 74,210 11.630 1 780 3.560 Mcr;.d Coutr. 1 2.6 2,500 117,07: 15.545 1 1,295 6.370 Modoc Court: 1 2.500 29,630 4.250 0 310 1.530 PlaeerCounty I IO.000 671,390 117.3301 8 9,440 2",100 Shasta County 1 2.1 2.500 191,8.5 29.430 1 2,595 9,165 Trinir: County I 2,500 90,080 13.010 1 740 4,500 Yuba County 1. 2_5C0 103.053 14.570 1 730 5.010 San Fnrcisco Coc.r. 0 (3) 3.413.96: 451.260 24 90.935 -3,495 Tool: 9— 19'?.. 12675.590 1....,,__'3 '_:'._ -714 15.34? 2.1.5_!.955 aa::rdtr_ :c _ : Sar. Francisco Cor,•rearer. ar, 1 Visi,.trs Bureau 2- pets. ,t Of -= .:;:ars :a 54r. .- x rsco also ••isn w•a•.e ccu,:e• MKF Research Appendix 3.0 ECONOMIC IMPACT OF CALIFORNIAWINE SUMIN ARY The preceding report amply demonstrates that the full economic impact of the California wine industry is tremendous, totaling $33 billion dollars in spending. The magnitude of this impact highlights several important wine industry attributes. Wine is California's most valuable agricultural product. It is a highly capital intensive industry that requires significant human and physical resources to deliver the finished product to the consumer. From vineyard development and grape cultivation to the sale of wine through the three-tier system, the production and ultimate sale of wine is a highly complex process that involves numerous suppliers, distributors and service providers throughout the value chain, compounding the economic impact. The high degree of physical assets required generates significant investment in property, facilities, and equipment and increases overall financing and tax revenues generated by the industry. As a branded consumer product that is integrally tied to terroir, consumers frequently become tourists. Moreover, some loyal consumers even become investors in publicly traded wineries. The unique aspects of the California wine industry have far-reaching economic impacts. As the California wine industry continues to grow and mature, its structure will inevitably change over time. The nature of the industry will also be affected by changes in its operating environment, from the emergence of the internet to shifting demographics and consumption patterns. While the ultimate impact of any potential changes in the dynamics of the California wine industry cannot be predicted, the full economic impact of the industry on the State of California wiil undoubtedly continue to be important. Armed with the extensive knowledge provided by this report, key government officials and industry advocates can protect the health of the California wine industry and ensure that the significant economic benefits it provides continue unabated in the future. `U'%T RESE.�RCH -33- a. �� <'� r�i` ` ?� �` 3`� '� r ^?� y °• , n;OCytOBER ISIS ! 7.7 S2 �� xy H 9A��Rt iLZ t �., � .c 7t �S..o.-�...s�' ..:t' +. - •�.n, -tr✓ r ' :.,c� -). �.�.� t �,.�.� .k ...+� r �� � 1.�„y! Fi' ice'-; - � ��1 •.t r - lsr ��'. �?+�r,.;e�'t1•;7'r .; { � � q�bs i ^__• �i 4�r ., � ` 'yrs ^.,�^, t ° _ _x,- i� ' f. �.�AiE'3 :' i�!.. '>4d'W` .'V• V'f � :.- + y'� '- �tw t L r�� �: j � �4 i'F y�yz� l• -ti. Y ,t � I. ` rK” . i i •' � • "� 4"�f 'E F'Y" The Disappearance -o c't.FtiTourin and Tact n in r 9 g �, 1}Offerteeg1ons ifs *6;e y�'. ,}-. �Fa„-� jam.} .-��I T.�N+.'•.�,^ A -.;.t+ Jt, [ :,; rs�� 7 r {� � b ^'�" ° r i r�C" ', {.�" � � .� �x 33 ",,� .' r -� �S �` Y• . .-A ,<'+��'�'-���1[ rb. �'.r1'..�A�ii:� :�,1�ar .o?5. �."^� _ kir� ..., itS;. �?✓.. .;.*:.. i�::. �"L.� .s _ ,< '? ,�. .� dining CAFE Lt; `A—Tucked back, as it is. OFF Placerville's Main Street in a quiet courc- }•ard, you would never kno«• Caf� Luna existed. This attractive establishment is one of Placerville's best kept dining se- crers.The rttoss-green nails ofchis testas rain, are enlivened by vibrant arnyork, anddelicare fairylighrs hang from checeil- in-. On a warm day, ask to be seated ar one of the patio rabies—they look out onto a creek below. If yoti re a salad lover, go for the tiicoise—ins one of the best I've had. The Greek chicken salad sandwich, filled wirh Fetacheese, capers, lemon zest, black olives and artichoke hearts, is an - ocher r, -at choice, (530-642-S669) loading THE HISTORIC CARY HOUSE Ho- TEI.—Eicablish-d in 185-, PlacervilVs Cary Hoilse Hucel clainis to have housed Black Barr, Mark Twain and Ulesscs S. Grant. These days its splendor is a bit ,year•, bur its histJrll:al valU: nukes is a run place co spend an everting. Admire E! e hand-crafted riaho,anv and cherry - wood lobby and ch: handsonie staircase. and be sur,- to check our the anrique pic- [Ure hallway. Rooms are simple and ratan;: have old carved beds. The hotel is locar- ed in dotyncown Placeryi!ie, and it's surrounded by ficn litcle shops and restau- rants. (530-622-4 '171 ) lodi Lodi nia:. surprise yucr. As rhe leading sup- plier to California's wine indus:ry, the r, - ;ion grows more zinfandel, caberner sauvignon, chardo nnay and nwrluc -rapes than ant- ocher region in rhe s:.i Lodi is alio considered a leadcr inl.rt:nr- im, cnt:,ur,:;,,n:,lllr trirndi�,� tan,iin•; tc.hr,iyaes. Iis wineries .ire no: parts:: - ,• , lark•: s!tu•,vv or rourisn--n�Iil:n is w air n1.Ili-,r...Cli,)f'I:I:dlt'.l:i'�.l' ri)a fall:. ... . -.._ ..._ ... :.. _•, ..._ _-�: ..._. !epee-.. r.:. ••t.. A, 15 .. rt1-... ......�:, .. ....._ . ... epee.. �:.. ,......... buried in the old brandy room of chc industrial-sn•le former Guild Win:rv. OwnersTim and Barb Spencer have con- cen:raced their efforts in the past fete years on an award-winning barber.,, se eral incri..guing port wines, a very doral rowsane(a Rhone -style whire) and an old -vine zinfandel. Only 3.000 cases of Sc. Amari, wines are produced annu.illy. and most are sold on the East Coast, so a visit may be %-our only chance to try them. The tasting room lacks the taus:% arneniciesofsome other wineries, but has a wonderful barrel room char also hUUi- es the family's fermentors (old dairy tanksl,acoupleofhinkvplastic«int hold- inc, tanks and a rustic-lookin ,,.tp. crusher. (209-36'-0646) Dont miss: S:. (srr,r;x ba bent; Sr. Ammar rocs,•. ne PEIRA\o ESTATE: 21831 N. HIC,HwAv 99 Peirano Eir.ue is the perfect spot IUs a nianric pi:nic in the Lodi nine r<<,iun. kc call!ei ar: sc.urcrcd on lush lawns a:aOag uld-i:ifin lel vir.'iand call sh,td.cr.-,.l ii., picni::cels on!•: d:,j wbj,:k is its:s- ir_ r,)Highv:ay 99.buEifyoupunvurb.:_11 to the road and concentrate on the seren- ity ot[he grounds you will few as if vo:i y. been rranspurt-d back to a gcnc(er a:l more rclxxed era. The tasting room is %w J1, equipped to hard!e your hung-, panl� — ic*s stuck -d with ecrri[iiin, from s.:rl t act ia_sa_; i weed crack -r> ro salsas. j.ni u and z.irlic a:oh. Pair your rcpasr with d cle of Peir.inu Escacei old -vine zint'indcl and voci Il be in picnic heaven. (209_.;,,,-- 1305) D,;;:t tui,;: Pe,;ww Eu.t:< "Pri;u Lori. ; Futdel; Pratmo E;ra.r OAK RIDGE VINEYARDS: 6100E. H1GF1\C•AY 12, Locit U,t; E:id Vinayar ; wins ui. Loan,_ routsprize—located in a:: u' 1 rcdv: ood wine vat: chat once h.!d -)-20 ;.,Eons otwine, th?- rounded. s:tu:: b: mor_ cora,.-. The r. :. .... ... ... ... ..._. ague. .-...." ' dinin(T Zl II.%Znttnculitic. 1larcl : i, a hrir.l_ dining 11,,611,1ti,,rt ill d,%imv.%n Lodi.%Virh it.bl.t:kand,. hive I1a0ia111I11,11-hll:flO07,1. LV00d-1,,u1-l"l,valls. Cny whit. calll, :J ,th:.old r.tll ,window, h.l:n-tl,': idl L,n_. �r.ani-;ulnrcd d rate.,. 1112 r, [aurtnt is wideni.thlc ups:.tl.. yet it .ilA, ttt.uialle, to feel tw.um and wel- cnnling. 0%t ner Evill San,Lxrt cliar ,o,:r- s,.: the food it Hazefi ai "continental." but therearr alsncr.:uiwesarcciuns,tv;til- ahlc for more ad-,enntruu, diners. `pe- ci.11ti.s include a punlhkitl i.Cd-crusccd raA of Iamb anal a elassi: French union V'00DI:RIDGt!. Ft+i) & FLFI—As Ol.l-tashiOned a� H.tt;l's ii ntOd.rn, Kid -c Fec•d \ Fu -1 is io,:Accd in a bratl- rf;ll Old building 111.1E ,1.h cot>CRIC[ed in i �o�..�in: ditch -lir and n::ri:. irsOld brick tt.tll, fea1tn'..111MILiC ,pial, .ind kitchen equipment,WiIdWestfi nrinesandcow- bot- paintings. Theres even a miniature stagecoach hanging from the ceiling.The % esiern-sn•le bar dominates the front of the house, with dining rooms to the side and at rhe back. Alenuspecialties include bia&,-ned prime rib, sole almandine and sauteed sweetbreads. (209-369-0266) 1od` i n a WIN & ROSES COUNTRY INN— This lovely little Lodi inn is surrounded by mature shade trees, flowers and springy .green lawns. Ir you keep your eves peeled you'll even see bunny rabbits lopping through the shrubber•.The rooms are at- tracci%ely decoraccd and fairly quiet. and marts have garden views. Tl,,- inn's din- ing room is considered one of the finest in chc area. featuring such specialties as vegec.tblcsNapoleon, honey -roasted ra:k of Limb and fresh poached salmon. Ver popular. the inn is booked full even- week- end, so plan ahead..(_'09-334-69SS, nevada count- One ofNorthern California's oldest wine- growinu revio ns, Nevada COUnn• has been culciyatin' ;rapes and producing --vine Co r more than 150 rears. Plan yourwine- Casting excursion around an overnight visit to hisroric Ncrada Ciry or Grass t al- lev—you'll find ma.ivwonderfrtl ways to spend your afternoons. Ther: are dozens of nlounraln lakes and creeks in the area, as Well as some great hiking and shopping opporcunicics. loci ll also hnd many fine resraurants and colorful local ni:h life, in- cluding cortullunin• cheater productions and lt'e filalil: pCrforniances. Fakc Inter- state 80 east toward Reno and pick up HiAwav 49 north to Nevada Cin•. NES. -Nim Cvn- W NERY: 321 SPRING SI.,NGrY HOLISCd in the old Miners FOUndry Garage, Nevada Cin• %Vi ne t• isn't much to look at from the streer. But step in- side and you'll be charmed by the tiny tasting room, which is perched like a bird's nest directly above the wine pro- duction area. The fermentation tanks are close enough to touch with your hand from the balcony, and it's fun to .catch people scurry in and out down below while you're sipping your wine. There's also a small selection of specialty gifts like flavored oils. unusual wine holders, salad dressings and mustards available for purchase. (530-265-9463) Don't miss: Xevad t Ciry 1Cinery5onoma Coun- rygerourz:rantiner: Nevada Ciry Miner Nevada Colin:), Lara Harvesr u•liire riesling INDIAN SPRINGS VINEYARDS: 303 BROAD ST., NEVADA CITY Indian SpringsVinetards has located its rasting room in the center of'. evada City, although the winery itself lies about 15 minutes out of rown. Therefore. it is very convenient for tourists who are ex- ploring the lovel streets of the cin• to drop in for a taste or two. You won't find a more attractive space in which to try wine: Its a spacious, airybrick room with old hardwood doors and scarred wine barrels stacked in the eaves. Music plays lightly in the background, and there are T-shirts, wine glasses, pottery, aprons and lots of tun trin:.cs for sale. (5304 8- 1065) Don, raise: L•:diaa Vine- yardi vioanie hiek'an Springrs Vine;.rrds Syneb STARR VINEYARD AND fit' IN ERY: 11179 GIBSON DR., GRASS VALLEY Buried in a forest of manzanica, oak and pine trees. Starr is a yen ti nrwinen «ith big aspirations. With a production of -50 cases a year. the win: is scantily avail- able, but there are plans to expand to 1.500 cases in the near future.The win- ery claims to h.tve the only' cane" -sr -le Millar cart- in \;tarda Coun-v. and a: t e! .ail!:- i ., _ + �•^ t.. a^.: r.:,.._ � re. Co.-.-., LV-. a [`�..,....... ...... .. .. fir... i+:. _.... Z...,a..- �,--i U-:.. ....: bier .: 1:.: , .;•e' :..• . `RA NNtrtal [An n►u.ws.,,,,,,,.• ,........ . �. Lour group of Canadian (arguers inspects a barrel room during a recent visit to Mondavi's Woodbridge Winery in Acampo. Lodi quickly becoming a hot destination for wine tourism By Brian Ross News -Sentinel staff writer A red-tailed liawk circles high above Lite vineyard, scanning the g;rccncry below for a Ideal of Ute plump, nimble -footed Geld twice which make their houses among the vines. Spotting his prey, the rapLor streaks to earth, disappearing from sight'oencath the gray skeletons of the dormant, winter vines. "That hawk is onc.ofour bestenh- ployees," cracked Dan Barnes, who runs the tour program at, Wood- bridge Winery. A I'M among Ili.,; au- dience understand English, and be- gin it) chuckle belOre their inter- preter has a chance to deliver the putsch lisle. Today, Alondavi's Woodbridge Winery is hosting; a group of about 30 F rmtch-speaking; farnhers front Quebec, At one Lime, Lodi was about the last pLtce anyone would associ- ate with tourism. hark Chandler, exkscutive direc- tor of Lite Lodi -Woodbridge Wine - grape commission says that the number of wine-relaLed visitors to San Joaquin County }has swelled in recent, Years Lo its current, level of aborts BC ,000 awurally — :md coll- tinues to grow. . "Most of those visitors are com- ing to Lodi," he said. According; Lo Chandler, Lite intense publicity campaign waged in recent years by Lhe commission, coupled with the increasingly frequent mention of the Lodi growing appe1IaLio1l on wine labels is largely responsible for the new aLtention being paid to the arca by wine dmLees. BBL since the inception of the Woodbridge Winery's visitors conLer last June, groups like this are be- coming an increasingly common sight, in Lodi, industry insiders say. Barnes says Lhat. since June, Woodbridge has enLerLained groups from 18 counLricS — including visi- LOI-S trent every corttittenL on earill, "Except, Lhat frozen one down at Lite bottom." "This place, she is so grand," quipped Marcel DLunond, who rais- es oats back iu Quebec. It is perhaps this grandeur that is quietly put - Ling Lodi on the n►ap as a tourist. destination. The Lodi grape -growing dist,rict, with more Lhan 70,000 acres of pre- mium varietals, is coming into its own for a variety of reasons, says Jeri Hansen, of Lhc Lodi Conference and Visitors Bureau. "With so much producLion, word was bound to gel, otrL sooner or later; she said. Ilausen said anoLher reason i'uel- ing Lodi's rise is the fresh, authen- tic experience visitors can enjoy here. "You're very likely to get to ►neer the wiuemaker face to face in Lodi, unlike other places," she said. Lodi has also been hard at, wort: for years developing; the infrastruc- Lure to support, tourisut, said Hansen. Downtown Lodi will soov spurt, a naw nurlti-acm.ars nun•ie (,Ma- ntes•, and has been spruced up Lu lure shoppers and diners; and a new train station and parking; structure make it more convenient than ever to visit, Ilansen said. At the s:une Liam, construalon of a new $2 million Wine and Visitors Center is underway near the, inter- section of'1'urner and Lower Sacra- ntenLc► ROMIS. '111c building; will house Lhe offices of Lite Ludi-Wood- bridg (! Winegrape Cuuonlis61011 :rod the Confisrence and Visitors l;u- rcatt. IL will also holt) a wealth of odu- cal.iou:tl cxisihit Lu irtiorm the g ,h- ere! public nn wine's inrportallce to the stilts—'s hislur•y and ecortunty. The center is schckfulcd Lo open by stuu- slier, Ilansen said. Until recently, abottl. Use only gtt)upS which visited Lodi were Wants ill* wine industry specialists seeking I.be wealth of technical know-how possessed i>.y area grow- ers, who are happy rt) share freely wiLlt foreign. colleague~. According; to li:u•nes, Lodi's effort. to promote tourism is beginning to pay dividends — "In the form of tour groups which are visiLiug just for fu ll." Thal':; good news fur Lodi winer- ics, which face bristling competition 1}runs wineries in Napa artkl Sonoma Counties — :slung; with a growing: uunsbcrofovut:tieas wiucowkers. Wineries are also responding to Lite ch: oging; Limes. A tuuuber have recently opened tassi.ing; rooms gin• the public. lin addition to Wood- bridge. 6-ucas winery..Jessie:s Grove and others have also joined the Lrond to prunn►Lc• wine tuurisnr lir„• svincn►al<cr David Luras lur:• been at Lite forefront. ofelforts In r•,- - I"Iblish a new set of county oIdl uances governing Lasting room:•, which would give tvincr;v owner: more llexibilil,v in their architccl ur. A choices, and streamline Lhe per - mil. process for serving; winr on their properly. According to Lucas, the prop r-arl has been well-received hY the .:nn Joagllin County Board of Suprrvr Stirs, and miry became is 1•calil-X. Am. lints year's end. "Il, looks gaud of I In.. point;' Ire said. Lucas said (hal. auol.lrcr lic% nr g;rrchertt in Cultivating; the lutrrr -1 t.1-mle here will be cooperoIr ,r among; wineries. "Idvall}:" said 1.11 cas, "We will sh:u-e groups anwug: ourselves." In LhaL tvoy. he said. Ili,- entire brentire indush-3. will enjoy Uw r4,. wards of increased tourism, NvIllir establishing; :ttt image of Lodi's sN nrr culture that will in (urn at.lract more visitors. A consurtitim of six local Winer ies hosts it series of' annual vvcni.: jointly — like Llus Vines to 1Vinrs educational program, t.hu \Vvehcnd Wine Wanderer and the Loch Will'. &L Chocolate Weekend. in rcccut year:~, the number of visitors :it LracLed by the events has brrn sharply on the rise as word g;(l:: I,01 :rhuul. what. Lodi bas to offer. .David Stein, a lour g;uidc Ir„rn Sall Francisco wilt) acconynuried 1114. Canadian ggroug► to Woodbridg t.. s:url he it never taken a group to Ludt Lc. litre. "But based upon this cxprr r ence," said Stein, "I'll delini(clY '.I(- back." Irback." Maris, London, Napa, Capay After They've Seers Paree, We're Goizna Deep 'ens Doan on the Farre BY ADRIENNE ALCORD alifornii farming is distinguished nor only by its variety, productivity, and innovation, but also by the land's spectacular natural beauty and mild climate. The coastal valleys from San Diego to Sonoma, the vast Central Valley stretched out between two mountain ranges, the grassy foothill terrain—all this countryside offers superb natural { vistas as well as proximityto ur ban and wilderness recreation. At a time v. -hen many small-scale farm operations are looking for sways to increase income, some are beginning to use their loca- tions to entice wisito.s with a,rotourism. Agrotourism is a Term that encompasses recreational and educational activiries on a farm or ranch. These can include every- thin- from farm tocrs, a -pick operations, and %wildlife hunting preserves to dude ranches and bed-and-breakfasrs. On-farm tourism is formally estabtished in several European countries—notably England, France and Itah•---as well as Australia and New Zealand. Some states in the U.S., including California, are now looking at the feasibility of helping farmers establish agrotourism activities on their farms. Farmers benefit from agrotourism in a number of ways. Besides providin; addi- tional income, hosting visitors for a day or longer increases goodwill and understand- in- between farmers and consumers, and may, create a farm and product identity that will help sales in the long run. Some farmers have spoken of the need for agro- rourism to help urban residents understand the challenes of farming, so that political Continued ort P.tge r S Paris—Cowinued %rum p.: 2 r support for farmers' needs may increase. And the diversification from tourist-relared activity helps increase employment and local sales for the en- tire community. An Idea Whose Time Has Come There are indications that the general public is ready for agrotourism. On- farm events are increasingly popular. For example, Full Belly Farm's annual Hoes Down event to benefir the Com- mittee for Sustainable Agriculture at- tracts thousands of people. Many tourists are becoming bored with package tours and typical destina- rions. Vacationers luokino for something difterent are increasingly inreresttd in re- connectin, with the Lind and seeing host their hood is produced. Agrorou:ism also aLLrd:C1 peuplC lynl> r,ty l;-, O[1 farms OC had farms in the fa! illy. Spending rinse on a working farm brings them home to I wa:. of life they still value. 6u: like a for o good. simple ideas, deyelopim, a�roruurism is a lot more complicated rnar. it m;, -hr seem. As soots as the public is invited to a farm, issues of liabi!iry, health and safety come to the fore. Government rezula- cions designed to protect poop'; can be extremely daunrinZ, and can pr:�ent all blit the most in_repid farmers from de- veloping a`,rotourism on their places. Just ask George and Elaine Work. The '%C'orks are family ranchers with a spectacular spread in souther:l Monterey County. After a trip to a New Zealand facm stay inspired then, the%- set out CO es:ablish an a,:iculLl:ra! horiesta%, business on their farm. W1:111 their five arol..., chi I4r.. our of t^, guests eating with you, even if they're eating with the family—tie same food at the same cable—the Healrh Code sn-s you're a restaurant and you have to follow restaurant requirements, in- cluding a separate building." George recounted recently. -We couldn't jusrif% building a restaurant on our property just so we could have some guests. Our primary business is our ranch." To deal with this problem, Mork set about findim, ways to conform to state and local health codes. As a result of his efforts, CAFF and the California Farm Bureaus Federation are cosponsoring legis- lation, A6 r>;S, to establish certification for California Agricultural Homestays that will exempt farm guests who eat with the family and stay in the fanner's home from some of the requirements that are more suitable for resL.uirants and hotels. Interest in the potential of agro- tourism is strong and a number of ef- forts are springing ep simultaneously to help develop it in California. Michael Dimock, former president of CAFF's board of directors, received an award in February from the California De- partment of Trade and Commerce for his work to promote arorourism in Mendocino County. Eftor:s are also being coordinated in S,- -era! counties, mchiding San Diego. EI Dorado, Marin. Sonoma, an; Monterey, to increase cooperation benyeen local businesses, tourism promoters, local governments and farmers. The Univer- sin' of California Small Farm Center recently received a S=oc.=.o grant from USDA to studv rhe issue, and Ellie Filia of UC Cooperarke Exrension in Marin County is a!:o organizing efforts to coordinate a;; orMirism in the coun- tizs norrr. c,f San Fran,:isco. C. ! ! ... ::SOU$ll:< COU 7 1 �. Cultivating Agri -tourism atifornia is more than a land of beaches, mountains and sunshine. Its fertile soil and excellent climate help make it the largest food and agriculture economy in the nation, according to the California Department of Aericulture. More than half of the nations fruits and vegetables come from bountiful California—and some crops, such as artichokes and olives—are grown exclusively in the Golden State. With all this luscious variety available throughout the seasons, it's no wonder that people Rock to festivals, farms and wineries to experience a taste and colorful display of nature. It's a Festival From succulent strawberries to d= A gigantic pumpkins, California features an abundance of festivals in every area of the state devoted to produce. "Every frit and vegetable in California is celebrated someplace," says the California Festivals and Events Association. Wild Over «'fie Tasting Accordinc7 to the Wine Institute. roughly 10 million people visit Califom;a wtnevrJtyt^ areas each year generar.n= more thin S30LI M �,, ins .'s for restaurants, hotels and other retail. establishment_. The Golden Stag boasts approximately 800 cortmercial wir,:ries. mat\• of which a:e open to the public. Art Meets Agriculture Not only do Californian's eat their vegetables, they even create art with them! At Penryn 's annual Agro Art Festival, artwork is created by professionals and amateurs from a palette of fresh frits and vegetables. Its another reason for families to come by and enjoy the fttn. Foundation of Famous "California Cuisine" Chefs like Alice Waters of Chez Panisse in Berkeley have lone emphasized the connection of the farm to the dining table by naming special dishes - on the menti after the farm from whence the ingredients came. Unusual, fresh ingredients, regionaliy (and many times organically) groan, have become the foundation of what is noir known as "California Cuisine," and established the Golden State as a culina'r mecca for residents and travelers alike. Identify with Agriculture Some destinations—such as Gilroy and its tasty garlic—are synonymous with an agricultural product. Now in its 21st year, the Gilroy Garlic Festival is still packing them in from around the world. Nearly 130,000 people sampled the bulb this year X7M U in everythingcu. from main dishes to = r desserts—and attendance " shows no signs of slowing. Agri -tourism on the Web An excellent source of agri-tourism information can be found at the univcrsit� of California Small Farm Center site at From operating definitions to publications. unique niches and related link;—its a cornucopia of information. I I L�T - T �T, 7 Agri -tourism Our Authentic Stories By Mas MasumotoJ 1999 Farmer and author of Epitaph fur a peach and Hasvest Sun gri-tourism—the term conjures images of visiting California's rolling hillsides of grapes and orchards, waking up to early morning dew kissing the luscious produce along the coastal and inland farming areas, staying where the aromas of ripening fruits hug the earth during evening walks in the Central Valley. But the image runs much deeper because at the heart of agri-tourism lies authentic stories—a tale of people working the land. On our farm, our story necessarily A;ri-tottrisnt continuedfronr page 1 The phrase "we are what we eat" suddenly - comes alive on our farms as my guests walk the fields, feel the subtle changes in weather, and taste the nuances of nature. The power of stories distinguishes agri- tourism. Farmers like myself and my neighbors lice on an edge, exposed to nature, isolated from controlled environments. Yet this landscape promises a story about the transformation of barren land into a lush garden, the legacy of people from man% lands, transplanting the culture along side of their crops, growing produce along side of traditions. includes the hard physical work where sweat becomes mixed with hope and an unfolding drama of partnering with nature, a precarious balance between forces that can produce some of the richest bounty in the world and sweep it away within minutes of a violent weather front. These are not dramatic reenactments -1 am not an actor nor a stage character—the strength of agri- tourism remains physical and direct— risitors can see, feel, touch, hear and taste the meaning of my farm life. Visitors who venture out of the cities have the opportunity to connect with the most basic of our needs—the culture of foods. continued on page 14 with the intent to share intimate conversations. What we have found is this: people long for a connection with food, with a place, and the human element that is required to growjuicy peaches and sweet grapes. The farm provides the stage, our story creates the experience. We speak a special language in California's rural communities. Throu-F our words and axions, the power of culture and nature fuse with a bond to a special place. In California, people came and stayed put, our farms were at the edge of the continent. the final place to plant roots. This too becomes part of the stor: to be shared and told. On our, family farm, we have hosted dozens of events during special times of the season., invited fittest; in small groups If done right, our work touches the guests memory—my peaches stir the memory of family on the land, the scent of drying raisins conjures the image of a family kitchen and baking cookies. Agri - tourism done right connects with and elevates personal experience. From my farm a guest takes home a story, their own tale that is told and retold like a good stony Auri-tourism offers visitors somethin; real and honest. Farm families don't have a lot to hide, our fields are not secluded behind walls, our work is not conducted privately in office buildings. When told as a story, this authenticity conveys the real nature of our land. It remains an experience people long for—something I try to capture both in my writing and in my peaches and grapes. it can also become a new golden harvest in the fields and farms of our Golden State. = Agricultural Tourism: Emerging Opportunity Excerpted front a presentation by Desmond Jolly, agricultural economist, UC Davis, at the Aoritourisrtt Worhshop, 1l'alher Creeh Ranch, Marin County, May 27, 1999. hough agriculture in general, and particularly "heartland" agricul- ture, is in decline, same parts of ag- riculture are holding their own. Some spe- cialty crops and more entrepreneurially, driven parts of agriculture are not simply surviving. but thriving. We are in a new set of circumstances, and smart people who .cave the necessary- skills and vision are de- veloping a new agriculture. This neve agri- culture is more consumer -focused, and re- sponds quickly and directly- to an emerg- ing set of interests, needs, and demands by- consumers. It is also more closely linked to domestic consumers. This trend started back in the 1970s, with an increased interest in Fresh, nutri- tious, and health -oriented products. Dur- ing that decade, we also witnessed an up- sur->_ of environmental concerns about protecting natural resources aad biologi- cal diversity Along with this increased con- cern about our biological heritage, a cor- ollary concern has evolved with regard to our social heritage,,which includes the in- stitution of the family, farm. These concerns clave rise to the development of a host of Petting zoo residents moit visitors of an agri-tourism forin institutions to address them, including the University of California Small Farm Pro- gram. The New Agricttlture Opportunities for farmers to respond to emerging consumer needs came in the form of programs like the California Cer- tified Farmers' Market program, which necessitated exceptions to California Ag- ricultural Code requirements to enable the kind of packaging and merchandising that takes place at Farmers' markets. Farmers' markets facilitate a direct ex- change of values between consumer and producers. Originally, farmers' markets ca- tered to the emerging demand for farm fresh, diverse, flavorful produce that con- sumers were beginning to develop. But as importantly, it allowed consumer to have a different kind of food shopping experi- ence, and consumer research shows that consumers increasingly value these at- tributes. The ,whole quality- of the experi- ence is perceived by the consumer to be of —C0%n]CE7 PAGE { Successful Agricultural Tourism Ventures by Susan McCue, editor, Small Farm !News From Christmas trees to apple pies, agri-tourism thrives in unique 11 niches across the state. On a 430 - acre parcel purchased by his grandfather in the 1950s, Riverside County farmer Gregg Palmer operates a 50 -acre Christ- mas tree farm that draws customers from 89 zip codes throughout southern Califor- nia. Palmer and his brother David estab- lished the Live Oak Canyon Christmas Tree Farm in 1980 after seeing many local grow- ers with similar operations %vho appeared to be doing quite well. "I think both things were illusions,- laughs Palmer. During the past 19 years, the farm has expanded to include three distinct agri- tourism seasons. Lush berries and fresh garden produce lure customers from early' June to early, July; ,when berry buyers also get a chance to visit the farm's petting zoo. "Unlike many others, they can actually go in with most of the animals," says Palmer, whose insurance agent gave him approval for this potentially liability -ridden access. Palmer says a claim has never been filed against him. Pumpkins take center stage during October, when guests include school tour —Co.%m'u n P.+eF 6 Agricultural Tourism: Emerging L Guest Column Calendar Opportunity 3 Program News ) 2 Planning ebur Agri -tourism Successful Agricultural Tourism Enterprise: Risk Management Ventures 8 Resources S ALL:&RM'NEWS SUM IER.1999 - Agricultural TOttriSYlt-FRO„ PACE I a different sort -when he or she buys di- rectly from the grower and can engage in a more primal relationship with the pro- ducer. It allows the consumer a kind of vicarious participation in this rich social heritage of the family farm. Michael Dimack leads a visioning session on the Central Coast. Community Supported Agriculture has gained a niche in agricultural rnarket- ins and has, for many family farms, pro- vided the critical difference in their eco- nomic stability- and social sustainability: i diversifies and adds stability to their in- conie stream, and provides interest free cash for production. But perhaps as im- portantly, it forges meaningful relation- ships between farmers and non -farmers, and between urban and rural people. \lany- member of Community Supported Agriculture programs spend several days per year camping in tents at the farm, par- ticipating in the work, and engaging so- cially -with the farm family. So, for many in Community Sup - poi ted Agriculture programs, the benefits are more than just farm fresh produce. T he benefits extend to participating in the rural farm experience and knowing that they are choosing to help preserve a vital part of our social heritage — the family farm. This phenomenon leads directly into the area of agricultural tourism. Like direct markets and Consumer Supported ?.:icuiut:e, it facilitaues an exchange of =:a.ues bet%%ren the convam.: and the ta:Tl CO"rl :TiCRItI". Agi1CL'.�t:r1. [OuriSnl tares rnar:% forms, indudiC'z the drive-bv, in thcse,,�ho patroni_e farm and road- s:4e stands, a,x_ fa; m stars, �.vhere people 0 come and stay- for several days on the farm. Agricultural tourism includes edu- cational tours, dude ranches, agricultural heritage festivals, tasting events, aa mu- seums, county fairs, commodity festivals, (such as the Gilroy Garlic Festival), and a host of other events and opportunities for consumers and producers to generate a meaningful exchange of values. Con- sumers value the ambiance, the experi- ence, the difference, the cultural ex- change, and the products. Farmers get a sense of satisfaction from providing posi- tive experiences for people, from relation- ships that develop «ith these people, and, of coarse, from recei%ing remuneration for their efforts. At a recent agricultural conference, a member of the panel on direct marketing discussed how she left a mid -career ex- ecutive position in Southern California, and returned to the famil s apple opera- tion. There she grew the business, almost Ellie Rilla, right, talks with Mark Povernck, Morin grape grower, at the Morin Coun, f agri-Icer isn -workshop. totally based on agricultural tourism, into It 53,000,000 agritourss:n business- Oth- ers with requisite assets can develop a rea- sonable livelihood by developing various niche markets. Important assets are entrepreneurial skills, vision, coordination. peopl-., and marketing skills ir, addition to kno«in- what a produce b ter, packer or pces- sOr wants it,, ter: ns of product qualu,. ticu need to have som: sense of what people want. v. -hat the,: like to di. what kind of interests they have. and hov: to relate to them. Since ycu wili often have ct^er At the Watsonville agri-tourism meeting, Nita Gizdich, right, addresses participants including Ramiro lobo, form advisor, San Diego County. people interacting with your clients or customers, you will need to provide good training in customer relations and develop systems for quality control. The business becomes more of a front-line vs. a back- room operation. The Role of UC Cooperative Extension The Small Farm Program received a grant from USDA in 1997 under the Fund for Rural America Program to help foster an educational outreach program on ag- ricultural tourism in California. We know that many agri-tourism activities, such as festivals, tasting rooms, and county fairs, have been going on in California for de- cades. But there was a need to widen par- ticipation by serving as a catalyst for de- veloping the institutional framework to enhance the spread of agri-tourism across the state. In particular, the Small Farm Program has an interest in seeing ho%v family farm- ers can benefit. To this end, the Small Farm Program has developed a number of partnerships to support pilot projects in different parts of the state — San Di- ego, Marin. and the Central Coast, in par- ticular. In each area, there is a core of key people taking the lead in organizing steer- ing committees: developing plans: includ- ing visions, goals and objectives-, and de - signing an educational program that can empower family farms and rural commu- nities to meet a growing consumer de- mand for the rural and agricultural expe- rience. The Marin effort is being led by Ellie Rilla, UC Cooperative Extension Marin County director. She collaborates with a number of organizations to organize edu- cational programs on value-added prod- ucts and agri-tourism. The San Diego project, also a collaborative effort, is led by UC Cooperative Extension San Diego staff members Diane Wallace, county- di- rector; Ramiro Lobo, small farm advisor; and Scott Parker, program representative. They are completing a strategic plan for agri-tourism education and coordination in San Diego County, The Central Coast effort, similarly a collaborative effort of tourism, agriculture, business, and gov- ernr icnt participants, is being coordinated byJeff Rodriguezo[the Natural Resources Conservation Service. A statewide Agricultural Tourism orking Group meets periodically to de- fine an education and research agenda that can expedite the development of agri- tourism in California. Convened by Desmond Jolly, principal investigator, the Agr i -tourism Project is comprised of uni- versity research and extension Faculty, Farni and consumer advisors, and indus- try representatives. Conclusion The changing demographics and lifestyles of California and U.S. popula- tions offer opportunities for more closely linking agriculture to consumer. Exploit- ing these opportunities requires a new set of skills that are somewhat different from t".ose typical of more conventional agri- culture. Agri -tourism is direct marketinj. Edtica,ional programs can assist in pro- inoting the transition to =.his Deny agricu'- turc, and the Un yersity of California. ti-.:ou,h its Smali Farm P r ,Dz ram and Co- operatitieExtension, incur.:r t<tin" to the el prn rt of agri tourism a d the ne•X .�ri�t:!cure. fl A sk yNord Ylew of Ibe ffailonol Steinbeck Center IcbS/ National Steinbeck Center Adds Agricultural Wing in 2000 tm Greer, chief executive officer of the National Steinbeck Center in Salinas, California. wants to put yo!ir memories on loan. He needs them to illustrate. the Centra Coast's agricultural history in the center's soon -to -be -built agricultural win, if you are a Central Coast farmer (Salinas Vallev or Monterey County), take a moment to search your family mementos for family farm stories, diaries, pictures, ant historical objects. "People like to see and touch things," says Greer, who will place donated or on - loan family items in the nein -,ving. set to break ground in 2000. The %vino is the result of a cooperative effort beuxcen National Steinbeck Center supporters and farmers from the area. Author John Steinbeck was born in Salinas, a town that publicly burned his books on two occasions, but ultimately honored him with many acknowledgments. Steinbeck drew his inspiration from the land and the people who worked it, and through his book; he championed and honored the strength of their human spirit. Built in 1995, the center honoring Steinbeck dra%s more than 120,000 people annually. Greer expects that man,, of them %ill want to experience life on the farm after visiting its near agricultural win He invites Central Coast farmers ready for agri-tourism visitors to contact the center with tourist -related farm information. That information wEll be used to rcf_r National Steinbeck Center visitors to your Central Coa5,-area farms. To share year fami[ 's Centra! Coast mcmorabilo or to provide information about you: Cen:ra. Coast fart.,. co.r,ta__, the Natio n.li Steinbeck Center at One Main Strcct, Salr:as. CA 93901; (331; y9ti 3=33: help /l.� .«y.steinbeck.or 8 Jr' `Agri tourism' opens aoor Tor extra income for local farmers Adgjjjj,Th;- diversity in crops brown on local farms could open the door foraddititmal income by farmers, ne- cordin,, to Jcjilaawo.. executive di- rector ofdie Lcd rCzai=,,4c-"ViSi- tE I3lIRat . Han.scn is offering a now concept to local fanners in the fomt of opening their farm gates to "agrkourism." "people arc looking for things to do in tlheir leisure time," I lanscn said. "Peop[c have a desire to see how things used to be, especially �ith the fast urbvtization of our state. People are bolting to return to the f anti." That itching to return to the fans Conthmed Pine 17 We --4o,,, Agri -tourism... Con Nnued%,omPage 1 could nicivi cxtm dollars for local farm- ers. "We've seen farmo:rs in the Mid- west and mountain states open their farms to visitors who not only pay to stay on the farm in a spare house or b=khousc;`ring but also to help out with the chores on the fans," Hansen explanted. "I don't expect to sec the same thing happening hen, but] think the opportunity is there for flrntcrs to decide wliethcr they want to tale part.„ Hansen admits that part of that d.ckion-:Waking process involves sonic serious questions, especial ly as they' relate to insurance and liability costs. "Itdcpcnds on a farmer's level of interest," she added. "If h,,, or she wants to open up their farri or ranch to a group or for. school tours then T thini; they can takt adva^tart: of the progrwwtl ." H:?nc,=;� is cul7intly has.' puttir• tc�ahe..,...v hSt fol liim""I. to u: t: I v:•.', !... J "Ti:_ a- .y Cf ow-�S." t� Re rent:;] out the su.c:css e; -wtage of their diversity to attract visi- tor. A pumpkin patch, cafe, male and a Full deiidar of special events attracts visitorstothe Phi Ilips'location. Those visitors mean extra dollars for the Phillips f irrlino ojx vion. Hansen entpliasized that a valu- able bcncfit of "opening a f nil op- eration to vi sitors is the oppomtnity to educate the visitor.; al'out agf.cutnlre" "It's kind ofexciting because it pro%idcs some nice public relations for the a euttiv;+l induscy," she said. "If visitors to a farm can learn a little bit about agriculture then the time may come in the future? w'hcn that exposure ma}'in a po;itlrC ConliWentor action ta�rnonbchaIfofaariculturc." But l-lanscn is not siring back and wa ing for farmers to come knock on her door. Ir,stead, s`ic is busy with the Confcrcnccand Visitor Bureau in pro- m6t;I-� the Lodi ars ea as a destination for groups to visit. W'e communicate with nesting r:x .crs and fol:: organizing :cmfcr- " W c .ow tl,.,. \« ... _Iter. ,,nd i" n � 0. :tilt, •• \._ ... ':�. ' fail. n t�'.'. S?—`Ic 'LII tUt_.'•chp:op!C?holt AT Ecotourism Marketing: iniques for iVlarimizing Your Return ;National Watchable Wildlife Conference ihn Poimiroo. Deputy Secretary for Tourism 'California Trade and Commerce Agency C ourism Responsible travel to natural areas vhich conserves the environment and mprbves the welfare of local people.' - The Ecotourism Society tourism Market Profile General Consumers interested in Ecotourism Experienced Ecotourism Travelers 3 re -based Tourism kny tourism that focuses upon nature - Traditional Tourism - Outdoor Recreation -Adventure Travel - Wildlife Viewing - Ecotourism tourism 'An enlightening, nature -oriented, travel experience that contributes to conservation of the ecosystem, while respecting the integrity of host communities.' - Canadian Environmental Advisory Council (Scace. Grfane and usher. 1992) of Ecotourism Market Experienced ecotourists - 7016 of U.S. travelers - 8 million adults Potential ecotourists - 33% of U.S. travelers - 35 million adults Pct=_ntial market - 43 million adults Market Profile General Consumers Live in large dries - All age groups. thougn most likely 25-54 yrs old - Mostly coupies, 113 families - Wetl educated - SOl50 malelfemale - Better than average income ■ Avid Ecotourists - Live in all major urban areas, though likelier in Califomla - 76%. 25-54 yrs old - Mostly couples. 114 families. 1/4 alone - Very high educa'on - 50150 male1female - MuUt higher than average income arism Trip Characteristics I Consumers alling to spend t Soo per 1 ■ Avid Ecotourists - 45% wilting to scerd over 31 .5400 per te+34-1 ommodation Preferences General Consumers - Cain - 14% - LodgeAnn - 14% - Car ping -171/9 - Bd3 • 10% - Heel - 56% - '^use st:p - 41; w Avid Ecatourists - Cabin - 66% - Lodgellrn -6011. - Camping - S8% - B&B - SS% Hotel - 41 % Rancn-40% Cruise Shtp - 20% m Trip Characteristics General Consumers ■ Avid Ecotourists - Generalists - Speoallsts - Prefer summer, - Prefer summer with some shoulder, interest in shoulder, limited interest winter some winter - couples 59% - couples 61% - families 25% - limited families 15% - wide trip duration, 4 - - singles 13% r- days to 2• weeks: - wide trip duration; 4 - eCotour 8 - 14 days 7 days; esp. 8 •14 Rvity Preferences 1.74 General Consumers ■ Avid Ecotourists - Hiking, 24% / 37% - Hiking, 45% 160% - Walking, 20%117% - Walking, 4% / 8% -Touring, 24%120% -Touring, 10%111% - Fishing. 11%116% - Fishing, 9%112% - Camping, 11% r 19% - Camping, 23196121% - CyUing. 4% / 8% - Cycling, 18% 125% - Widlife Viewing, - Wildlife Viewing, 619E 17% 14%115% ortance Index General Consumers ■ Avid Ecotourists - Casual Walking, 1.84 - Wikiemess semng, - W.10fe Viewing. 1.74 2M - Wildlife Viewing. - Leammg about 1.83 C:.:.:re3. 2.18 - HikingJ^ekking, 2.12 - `ia-.coal Park; 2.26 - National Park, 2.16 ,1Cemess se try. - Rafting. canoeing. kayalung, 2.24 2.53 - Casual'Miktng, 2.32 2 ife Viewing White not mentioned frequentty among preferences, was second-highest in importance to both general consumers and avid ecotourists. Featured in 114th of most popular tcur packages vations 'eneral Consumers ■ Avid Ecotourists - Sceneryln=-re - Scenery/nature - New experiences S - New experiences S places pla- - RevW farraliar - Miclife viewing places - widerxss - Studyneam naturea - Uneowded ciltture based activities Wilderness - Camping ,-in- Trends terest in soft adventure 'ayel trade growing ivironmental Concerns a factor in :stination selection Deci5c activities growing in popularity crease in educational travel General Consumers ■ Avid Ecotourists - Walkingfhiking - Walking, hiking, - Multiple activities backpacking - More passive - Multiple aG.iVities ac tr hies - Active. specialized - Cultural teaming/ - Nature and water- vnlolife vWM%ng based activities - Touring and Camping - Camping - Mid-range lodging - Mid-range lodging (m0leWhOtel3 Pref.) (intimate. adventure) Lire Ecotourism Destinations General Consumers ■ Avid Ecotourists - Canada. 33Y. - Canada, 47% - U.S.. 31% - U.S., 25% - Eurcipe. 15% - Europe, 4% - central & Scuth - central S South Arnenta.10% America. 4% - AustaliarKZ. 7% - Other. 17% - Ahica. 2% -AsQ/PaaP,t, 1% - Oner, 1% [fomia Division of Tourism Four vacation typologies — Family — Romance — Recreation — Nature Threaded throughout Califomia's tourism marketing program 3 Wildlife' Viewing: Good Business for Livable Comr The United States Canada and Mexico have begun to tap the tremendous potential of wildlife viewing as a source of economic revenue that can preserve the quality of life for community residents—human and wildlife alike. Nature -based tourism is increasing at a higher rate than any other segment of tourism worldwide. Our continent has the potential to be a much greater destination for nature safaris. birding trails and wildlife viewing excursions than it is today. Econoillic Prosperity Matchable Wildlife. Inc. can help community leaders. groups or agencies develop wildlife viewing opportunities with high revenue returns andprotecton for wildlife and habitats. iorri0i'toyell Oualliy of Life Na;ure-relayed rravel. tours . and recrearon can create jobs. sustain local businesses and provide clean water. air and wildlife in perpe- tuity. Watchable Wildlife. Inc. is dedicated to helping communities—rural and urban alike— benefit both economically and socially. Wiltilife (onseii'ation The business of wildlife viewing depends on assuring that wildlife have plen- tiful places to roam We can assist with strategies to provide memorable viewing experiences for people that will make it possi- ble to conserve habitats for wildlife. ; la1thahle Wildlife Programs Flourish The rapid growth in wildlife viewing led to a US Watchabie Wildlife Initiative of 1990, dubbed by Sports Illustrated as -one of the most significant nationwide wildlife programs since the Endangered Species Act of 1913 was signed into action Fourteen governmental agen- cies and conservation organiza- tions signed a Memorandum of Understanding to promote conservation. recre- ation and education through vvildltfe viewing programs. Farinerships have blossomed. r'. n: --o*< c' ,midlife viewng areas crisscross ;r^ America Nature iouns;s can Pick,-:: viewing guides for sans and Canadian provinces Seven annua! Y;archable wildlife conferences have a;,ractec Thousands of resource and tounsm prof;s;iora;s Watchable Wildlife. Inc. is dedicated to Vt helping communities :^• = benefit directly from _1 wildlife viewing in three ways: Econoillic Prosperity Matchable Wildlife. Inc. can help community leaders. groups or agencies develop wildlife viewing opportunities with high revenue returns andprotecton for wildlife and habitats. iorri0i'toyell Oualliy of Life Na;ure-relayed rravel. tours . and recrearon can create jobs. sustain local businesses and provide clean water. air and wildlife in perpe- tuity. Watchable Wildlife. Inc. is dedicated to helping communities—rural and urban alike— benefit both economically and socially. Wiltilife (onseii'ation The business of wildlife viewing depends on assuring that wildlife have plen- tiful places to roam We can assist with strategies to provide memorable viewing experiences for people that will make it possi- ble to conserve habitats for wildlife. ; la1thahle Wildlife Programs Flourish The rapid growth in wildlife viewing led to a US Watchabie Wildlife Initiative of 1990, dubbed by Sports Illustrated as -one of the most significant nationwide wildlife programs since the Endangered Species Act of 1913 was signed into action Fourteen governmental agen- cies and conservation organiza- tions signed a Memorandum of Understanding to promote conservation. recre- ation and education through vvildltfe viewing programs. Farinerships have blossomed. r'. n: --o*< c' ,midlife viewng areas crisscross ;r^ America Nature iouns;s can Pick,-:: viewing guides for sans and Canadian provinces Seven annua! Y;archable wildlife conferences have a;,ractec Thousands of resource and tounsm prof;s;iora;s A Look` At The Worth of W>ridhfe V>lew�n Retail sales for watchable wildlife recreation are 4.5 times greater than annual LS greeting card sales. The figures are in. Wildlife viewing gener- ates impressive revenues • LS: More than 62 million Americans partici paced in some form of wildlife viewing or nature tourism in 1996—nearly ane -third of all US adults. "'ildlife watchers spent $29 billion in state and local economies during 1996, a 39% increase over 1991 spending. How do these statistics translate into real dollars? Here are a few examples of how rural communities are gaining financially from wildlife viewing: • The 3.000 participants in British Columbia's 3 -day Brant Wildlife Festival at Parksville and Qualicum Beach brought $420.000 Canadian in revenues to the two communities in 1993. A 1994 study mirrored these results. • Visitors to Santa Ana National Wildlife Refuge in Texas during 1993- 94 spent an average of $347/peron and a total of $14 million in local communities. ' Canada: 4.4 million Canadians participated in wildlife viewing 1996, or 18.6% of the adult populadon.That same year, British Columbian spent almost $400 million on wildlife zieMng in the province. In 1991, Canadians = ; " 44 ,• 1 spent an estimatedF:- $2.4 billion on • The 28.000 elk viewer, who visited Colorado's Pocky •,=mow" Mountain National Park in fall 1991 to see the annual display of bugling bull elk con- tributed more than $2.3 million to Estes Par,,c and surrounding commu- nities more than $10 million in local com- munities. This income comes outside the beach season and is in addition to income generated by beach lovers. People observing sandhill cranes along the Platte River in Nebraska generate $40 million in tourism dol- lars for local economies each year. ' In 1992. visitors to Hawk Mountain Sanctuary in Pennsylvania supported a minimum of 150 restaurants and more than 65 motels campsites and bed andbreakfasts. A 1993 study of birders who visited Cape Mai New Jersey. documented that they contributed more than $10 million annually to the local economy - Benito Trevino has a ranch near Rio Grande City in Stair Counri Texas. one of the poorest regions in the U.S. He _ also shares the region voith 4SS bird '..a species and 300 butterfly species. trips and outing. ,: The 100.000 plus birders who visit Places like Trevino's ranch can be ' Chincoteague National Wildlife cntica! havens for wildlife'since 95 - ` Refuge in Virginia each -year -spend :•;_ ercent.of it e'native hahitai-of ifi -_ P t e r Lower `Rio Grande Malt altered Avt,biren}flcl:�o A - f ,�, prnte�ted:.t;�ilitiife:refuoesat ro .tribute S36.5 mtAiaaj6 I ��'r lo6l_econorrt)-; mmw ra, Jtist3�well,e-a't3ess 3; Eton. too he T bWb tiahit'P ,�O 5rr _ ay� � a opporrumt fyes�9Ln' _1 ratac t Aal *t: .,'1} `-JtT {" •` .r. LC 'i .�- +.q+--`"•.•---rst%maies't ;,h ffi y9!.��r�t ll ---S .r �i•�� •a.✓� r� f�G1�11}>:/G��J yyr �/M{{ 1� ... s r.I•II;yQa �yY�I�_At�V114:w • 'f,• -•- F y �3- -LK.Y„- c 'cd-.: %' ": • 7 -i txitriQ: " _Y l . r� s ° i - +L �•� _ �s'a4E's1"�^"..{�:4-c::..— s„yJ = ✓ • :- ,}.•c:g•v= _/i t. tafed visitatidn. �t Id131C �le;�E�TivS i7C tt'-' .,y<.. �'r€-7 T ✓ 54 ,SL �e Y_ ..►� y `�� ,Ab does Benita Trevino. Y : •�T ~ .4t -.� CALIFORNIA CONFERENCE ON TOURISM Emerging Travel Trends and Lifestyles Keynote Summary EMERGING TRAVEL TRENDS AND LIFESTYLES - Presented by Peter Yesa-%ich, President & CEO of Yesanich, Pepperdine and Bron avw•.ypb.com TIME is the new currency and most of us say we are suffering from TIME POVERTY. LIFESTYLE TRENDS ♦ A sense of possibility - an optimistic view and consumer confidence ♦ Seek more novelty and change. 7 out of 10 do NOT want to go where they have been before. Seeking new destinations and travel experiences. ♦ A new definition of value = convenience ♦ A new definition of success = experiences not possessions ♦ Want to bring home `'more than a tan" - intellectual curiosity, fusion of education, entertainment and leisure ♦ Shortened vacations, length of stay decreasing. Most people now travel 4 nights or less, tied to a Saturday. (Sunday - Thursday or Thursday - Sunday). ♦ Vacations taken more impulsively ♦ More frequently ♦ Closer to home (three hours away or less) ♦ By families AND singles (single adult population is growing) ♦ Need for simplification - want it bundled or packaged ♦ Travelers are more self reliant and willing to negotiate to get a better deal ♦ Want customized products and services ("built by me" e.g. Gateway) • An increasing erosion of trust - advertorial vs. editorial ♦ Focus on the family - 1/3 of households have kids under 18 ♦ Generation of "techknows" ♦ More travel planned on the internet The Possibility Agenda Random population sampling 73% say they are better off today than 8 -years ago 58% say the American Dream is possible 63% would welcome more novelty, and change in their lives 69% say- life has become too complicated 67% say- there is too much emphasis on accomplishment and not enough on pleasure for pleasure's sake 3'% sad- they don't have enough time 36% say- then don't ha-ve enough vacation time Sub -Trend DASHBOARD DINING 21 = the average number of meals eaten while driving (1999) 8 = the average number of meals eaten while driving (1989) The new "fast food" and how we decide to buy it: The GRIP FACTOR - how many hands does it take to hold it? The DRIP FACTOR - the propensity of the product to squirt or leak The DRIVE FACTOR - effect of design on our ability to swerve, pass or gesture with hands Sub -Trend INTERNET TRAVEL PLANNING The Internet is in 42% of homes, and in »% of workplaces. Average user is tinder 40 years old. The Internet has 67,C00 new users daily. Average use time - one hour. Most searched keyword: SEX; second most searched keyword: TRAVEL. 35% use the Internet for travel planning. 19% actually use it to make reservations. MEET YOUR NEV—VISITOR: ♦ Looking for autonomy, diversity, and enjoyment. ♦ Relies on own instincts and willing to negotiate for the best deals (and can negotiate successfully). ♦ 63% think their IQ is higher than average. ♦ Disloyal to specific brands and expect more from products and services. ♦ "Techknows" who want new experiences and want to try nev- products and services. ♦ Desire personalized service and products and feel that everyone should be free to "do their own thing." ♦ High on list of Things To Do: 1.) Have more fun 2.) Lose weight 3.) Organize myself better 4.) Take a special vacation. - An - Iv1Gy-C csvnn5 . -I vt*u1 a fV cum (�6(V CA t - C.M LpLutf fLLvU Ccc h-bl s .Q,q � � w III �e,�v�. � s . �►�.4- f i�� �f�—_ 1 jb b 0 Y Uq - a,vVL-uL ,t-� -H � r1 �Cvr� Ilnxs JJ T ..��1/,L — 5el&. ay!� t �-L �} ! ,i . n `� ,Ili �/�i l.%�+ �tt�.,�i� (r W� 'f �Y.�v'/�� V ✓ ✓l./ % � j 1 fu • __ In%ef'hF�_{��5K.1 Ql�,i�lQ.�:��tC�(s r� _. I,cA�1_.1GLC.l'e�_ ..I,U l'F%t r� _iPc.¢- Vl _ 2LI--- �< _e (���r�cxu.�✓��.t- E{tiL�+.�,IJU�411,(,V�t u Tt) U-r�sw<<_(hinw�,t a ss, `_("IIc1,S . -J�J- r wr� vcyts b,Pwa—e- �u��ju�{��r v I I A au/L, 0A #Akk��rl w�unR._wt a.�d(._ V) ro Tr -Iocrevnt /,Kam-� f E � Clts'l - _ Q-!�( _. duns . _f� Q. �v:e .ae-e, _�c�-2... o _ �'lGuh�l�iti=y ' -� Uhl.. C -Yo qCIU' e42 V1 iz�WL�-�L IJOU4&-Dr�-Bch vlhe-s- wy-s -�z n�CGY aC17 V/ t,�- �(G�`2UL,fi/Y�- i7//�U'L� /�Yi i ✓v�_GlJ �i, f� {� `fie. P��r,�. I��S�c, �o , fi� ac�Jn�c�°2o�t., CSS- odvattre- cru-mssU� �s�-nom. ct� cif rn �yte,a- � vl �� GGn��'yw � . LC ct L! L �17 _.t�nucn.#ic.a,E_c.rife�c_ . t%w 8t .oto fi{tiffs .bn �.C2v�_tt1e. In, �ro.C�1v�Vlr�- 'fes- �t rs b�V�.Q,��W fie- _G�-�Vlct�ttvt,- �J dxs �1'(�, w& �1 �� -(yaw cc�n, .. 5 -h wee, d uv Vcl.u-, s —u ces l�s6- ��?al/II/1 f�ln i-Sn e 1 e J pvitt� i� 'fCLev�e _bGc�f-1s� _ T27-V t7z -7dL;. IIS.. fi�m�-Y�r s1c2� � G2� 1i � curl ��f �n � � ����-e els ���e.. JM of IV,��,u�v� TGvvi��c. _r1�t Gl 5�,� �U 1 N� — GG���,vn� �t�es ALJ-r.�c,�2 ��e�- cs-- IL t.11'`ISfGHY `■r�i/[NTER `� 99,9=2000 'k How Regions Innovate Daug Henton President, Milken Institute (This c surnmc,, of t;;e comments mode by P,lr Hen_ -n Sept 22, 1999 ct the San Jccqui^ V:7ey Technology Conference i:, l'i;c'ro, Coldomia. The full te.r of this ccn be found at h,:;p.//ti; •„ ;ria:. _''ey.orgl nvc%onf c sin :.ons.htm) succeed brirer s _ret is continuous bc:;-, e e:onorny and the ;nnovation, led b',i elle re.5'rnal S_c_eSeconomy depend: c^ econ'Jr^y is r -, Ore It is a scarce of tc--pe.,,.. _ no: z se, c' Is e ''e :� ',; = _ ?; Id r,�`,.or.•:5. Fen's in t; r evl : _.. _C so w the baSls 0. I �.?_ �II� cos!. Io c 2___. trIIn<:n.and a :ays. TI -ink, c` t r ••'.J� .. L.. ;. „I.' .�11C U1-3r�r111 �l'l iia I conventional v,;slcm. Innolration is c socia! process — Unlike our comn•lon belie=s that innovation takes Place primarily in a 125orator/ or university, innovation today occurs within networks that connect researcher,, entrepreneurs, and funders. innovation is P;_ce-based — Contrary to the belief that k c,Medge is globally available, innovation today is based on tacit knowledge or know-how usuaCy shared in face-to-face conversations. Economic inno'.•c:;or, requires social innol:ation — Eeca:se innovation today is a place based, sccie! process, connecting entrepreneurs an companies to regional assets, removing ' a -,:_r5 to Innovation and promoting a r-'cre en' reprene::ria culture is require. Can the San ica;uin va!ley be an innovative regio:•.?'res. Cora;entona: �,visdom sa'a t;rat :-e 1'a'ley"s ccr,,��t;;;ve adval,iag= is bas.. cr; lo•v cost. Ic�w Wage, COmmod'.': _ �CUG:On 21d Its locat;on on tr . n5:.._:I,on cc" Idcrs. I s2' the conv_nt0na. 5 --cm IS '.:'J:^,s. Tne San Joa_ _. - ca a -d : be an innova:ive .-- - to tutu, e. The pati, c- = 5: ^, b,, cos- .:ill Ino- creat- ("I h. --e ?<c5 _^d C ?' C' Ilfe desired by t.e .e_ t5 Cf regions. Yihat is required is leajership, ne%vorks, and catalysts that will shift the Valley to a more innovative path. Our report Will identify the opportunities for the Valley where regional leaders can build strong innovation neNvorks that promote the catalytic steps required to move to a new path. Some innovative opportunities have been identified. {see "The Economic Future of the San Joaquin Valley" on page 5 in this newsletter). Each opportunity will require focused action by industry, government leaders and civic leaders. Each epporunity needs a leadership nebr:oik to help make the right connections both vA-zhin the emerging industry cluster and with universities, local governmerrs, and training institutions. Innovation is about overcoming co(iveritione! Yjhat is your conventional v:i5do,m g out the San Joaquin Valley? Do yo-- th,'n k i- can it be an Innovative region? Cin ie2dershlp for an innovative ezonomy Je rz_:.uited, net% orks built aro-_.nd C�)_cru1:.::_5 and I 506 -al InnovaaOnS to t2,.,e . zo p'omote success`ul future for tn-_ r, c.;? These ale t1e key qucs:Ons t -,a: %;_ ne�_,d, to cc.5id-r. My an rs'%Nr is YES' Some'Thoughts.From The San joa:q- in""-; Valle � Technolo Confere�ice Y gY_`=_= •- !- • The hype regarding technoloo (.changing ouraives is if anyihirg being underplayed. • Information vri!l basically become free -'only opinion and analysis � i;fi. Have monetary value If all you are doing is providing information .better ind a ': new line of work. • The In:eme. is Simply 1ply the global yel'oay.pageis. To S;l:_ee'. h the nev. economy 1xili require a me•tocrac} v, :�n:,a rsKr =,•'.:,-: cul'u,- rlttep,_neLrj). .•.S'': e,._ • i he p'ovier c. c:ace is beco m ling more import?n.. Feap!e v!"! :or<MiEiecE 6'.3ill:._ I,":=_ Hada InVoi✓e- c'St_`,iC5, civi!ity, sa?e,�f, f2Crcdii0rl '. S?- C ri,:� 1iT,ies - C.:.�.!i :•� Of life. - ;., -�,� - Economics v ,!! "ail to ..�,,,:;�• :,.. I t , t;la: co not z.�rlere smalr grog:��-t - The ne:v e of ;/ is i8v,-global, ne;.,orked, and kno'-lvledge ED Tourism Worhs for Logi Tourism development and promotion is a viable economic development activity for communities, counties and regions because each one possesses sites and attractions of potential interest to visitors. Tourism helps stabilize and diversity rural economics - creating jobs and generating state and local tax revenues. In San Joaquin County, travel expenditures amounted to $430 million, which generated over $5.5 million in local taxes and $19.6 million in state tax revenue, (figures from CA Division of Tourism — County Travel Impacts 1997). Dollars spent by visitors go right back into the local economy via the sales tax — which helps maintain the community's infrastructure and fund a wide variety of public services. Simply, travel and tourism is good for the economy and for local communities. lisitars Spend Money,on: : Lodging Restaurants ntertainment Retail Stores Transportation Recreation These Firms Spend Money for. Hardware Pluming Groceries Insurance Laundry dvertisinaMaintenance Fuel/Electricity Real Estate Legal Services � nd Their Employees Spend Money for: II Hardv.are Plumbing Groceries Insurance Advertising Maintenance Laundry Auto Sales Fuel/Electricity Telephones Doctors Dentists Florists Entertainment Recreation Restaurants Service Stations Drug Stores Retail Stores • Many firms are primary recipients dealing with visitors such as hotels, restaurants, attractions, retail stores or transportation agencies. • Secondary recipients owe all or part of their business volume to supplying or serving these primary recipients: such businesses as liquor, linen, and food suppliers, real estate firms, grocery stores, banks or savings and loans. • Employees of these busines,es sperd moneti local.;;- on products and services, contribu,in to a heal-'riv econor-,v. ■ Even• redden, and business rece:,,-es benefits frog Visitor dollars tax receipts, r hich in tum suppor: local roads, schools, nospi;als, as :yell as services such as fire, police protection, public transportation, cultural project: and more: pvj s� rn El - � 5 S -Los en % Q \ / � i / 2 « % ? / G n & G - n r- 2 g / J' k \ rr- � ioS r q C,45 / m m a 6/ � 2 ƒ & DO 3 , l 4 / / rn 1 V / / \ d 3 \ :r _R fj � q - / ? / / 7 � - 6 7. / E ® £ WD jD a � -0 � r- / \ � i / ? / G r- g / 7 \ rr- � / m m a 6/ 3 , l 4 / / rn 1 V / / \ :r _R q / ? / / 7 � ? � -0 � r- / ) w 3 J/ . 2 _ g . cl C04)- � Q — m u ± @ # f \ I \ § \ & � � 7 / \ \ y \ / m m Cl) 2 m a 00 & _2 �lj en 4 \ ZD Lr /� /� / ƒ � 7: Lr. Lr)� kr) \ 6 2 3 5 .2 „ - ƒ- = - - t \ I \ § \ •• p N C: O ca W Lir LL `i i.a 06 N E ca N UL •� O (� r' r Imo. .r - �••• .- ! 'J. .� , r _ '' - �' C rte'\ 1n In r- C _� 72 Ll - O -' � '� — •- it -. .-� `J .... �' ',"" ;'' F� U J - ^ �. - v U :n G ;y J From 1996-1996, it crew 43%, compared to. 15% for all major Call101-Ola industries. (c,d) The travel industry ranks as Ills third largess cntployrr in the state of, Cal ililrnin. (c) In the creation of lC%V jobs, the travel ilttlutiU'y has outperfornlcd itlost other scctai•s of the Ccorlonly. Ill 1991, employment grew 3.6 percent ill the travel industry, while enlploynlent in Other industries (such as acrospacc and agriculture) cOntinucd to decline. (c) As the state's economy continues its strong structural shift and becomes nlorc scrvicc-oriented, file travel industry will Islay an increasingly vital role in CCOnonlic grOwtll. (d) Industries 1\umllcr u(.)nll: 1141snl-ess -service 11 Over a nlillioi I Iea11h 'Senlices Less than a millioi ITri1v7CVrowyisill li�riiculmire II 429,00( Ineroshace II 167.00( L, -Local Benents, Urban/Rural . "tourism development and promotion is a viable economic development activity for every Calilornia count)', bMILISC cvcry one of'our counties has scenic, cultural and historical attractions of polcnlial interest to Visitors. (C) . Tourism helps diversify and stabilize rural economics. I -he majority ufthe state's travel -related jobs arc located in urban areas, which benefits many ofCalilbrnia's most disadvantaged connrlunilics. (h) • On the average, each coullly earns approximately $1.1 billion in direct travel expenditures by visitors. I'svery county in Calilonlia generates travel and tounsnl receipts, jobs and revenues, ranging from $29.7 million in R'lodoc to $13.2 billion in Los Angeles. (ax) htlp:. calil•.ca.goy/research/tlkllgpts.htllli '2/17/99 �0 :J U = f FE C U 1 .� -� : What is the CVB's Role? Visitation 4 Marketing Word of mouth Marketing Image Satisfied Visitors Product Development Visitor Experience Industry/Community Partnerships 0 1999 OCG Local Benefits From Tourism Although the economic benefit is often the As you consider the benefits tourism could factor motivating most communities to get in- bring to your community, consider also the volved in tourism, many communities identify needs these benefits might meet. Table 1.1 is a the following as other positive contributions to chart for assessing community needs and the the community: potential benefits from tourism. The left col - 9 Employment benefits umn lists needs in three areas: economic, so- - • Income benefits tial -cultural and physical environment. The • Diversification of economic base center column allows space for your responses. • Tax revenues The right column suggests how tourism could 0 Visibility fulfill certain needs. • Cultural Benefits Figure 1.1 Distribution of the Tourist Dollar Tourism and Employment Of particular importance to communities both large and small, is the fact that small The most impressive contribution of the tour- businesses dominate the tourist/travel indus- ia dollar to the American economy must be try. Of the 1.4 million travel -related business measured by jobs. Travel directly generated 6 firms, 937e of them are classified as small million jobs in 1989. The jobs created by the businesses. travel industry surpassed those generated by Many areas face a growing problem of high priva_e industri in 1.5 states. In 1989, for each unemployment, particularly among those who X00.000 spent in the'United States for travel need jobs the most, the young and the poor touri-4:7. or. the average. one job was directly with few or no skills. Jobs in agriculture. sip?ored. This industry stands out arnon: fishing, forestry products and mining are in- :.aior U.S. industries in creating new jobs, creasingly harder to find. In all areas, youth -reSistine ecor:omic downturns. and providing a and teenagers in particular, may be forced to major source of jobs for minorities, women and look elsewhere for that summer, part -tithe or youth. Figure 1.2 shows the growth of jobs in initial full-time job, perhaps never returning to 1985. 1989 and 1990. their home community. Table 1.1 Assessing Community Needs and Potential Benefits NEEDS ECONOMIC Unemployment What types of people are unem- ployed? Skilled? .......................... Unskilled? ....................... Part time? ........................ Full time? ........................ Is unemployment seasonal? ........ Do young people leave the community to seek employment? .............. . Level of Local Economic Activity Are local businesses and shops expanding? ................... stable? ...............1.......... declining') ............ ........... Is the local income level befow aver- age for the state' .................. Are you satisfied with the diversity of shops and stores in your areal ...... Taxes Is the per capita tax in your area be - lc,': ave•aye fcr you, state" 'i. _..,1a .3<re're..._ IcCa yC•- .r. er: .._ 0 I 3V2ray2 t: yc� A'2 so -72 _„•-tmun:tf se'v,Ces „n: _ fur.Ced cy p'esent taxes" . .... COMMUNITY ASSESSMENT BENEFITS from TOURISM 3 Tourism provides job opportunities for large numbers of service workers with minimum skills. It would be a desirable direction for development where large proportions of those seeking work fit this category. It would offer little if unemployment resulted from a downturn in a high technology indus. try. Tourism, if developed during the slack season, may allow the community to moderate the seasonality problem. Frequently low employment rates and cyclical economies cause the young to leave the community and seek their fortunes elsewhere. Increased oppor- tunities can allow those who wish to remain to do so. If your answer is "stable or "declin- ing then tourism may give your local businesses the needed stimulus. Tourism may increase the general level o' economic activity and produce a corresponding increase in income for owners and workers in businesses ranging from banks to retail stores to dry cleaners and other service estab- lishments. Another possible income ef- fect is an increase in the level of con- struction: facilities. new homes for owners. managers. and employees of tourism establishments. Caution is warranted in counting this as a con- tinuing gain since it may be a short term building boom. If not. the expanded economic activity may provide for more diversity. Tourists spend money and create jobs TniS results in direct increases in Sales tax?; and end:reCt increases m bot i the 5P_ -?3 a_r.0 ^ ,? taxes as 'w; r�?'; Tne52 coy!a'S:a- s.o:;ort c- ta-_;ata:e al _•ease n me leve' c .,_. se- ances . vers reva'..rar.s a".. a:. __ u Cn5 3; »nil ai r?7; nC...�s.•y,�i oxYan� tr'.e Case u: 4ncn prope'ty taxes. wh!:n tyCi:a'iy supoort Scncols. are assessed Trus tCursm could pr;nr, a rnaas:.;r2 C: re!,,e' narc p'e35?C ert'i oi%n?.•s Table 1.1 (Continued) Assessing Community Needs and Potential Benefits NEEDS Stability Is your community too dependent on the health of one industry? ......... Are there seasonal fluctuations in local economic activity? ....... I.... SOCIALICULTURAL NEEDS Doesyour community need a senseof identity? ........................... Has your community lost its sense of heritage') .......................... Do members of your community un- derstand local cultural groups ...... Are you satisfied with the diversity of leisure aCtivities within your commu- nityl............................... PHYSICAL ENVIRONMENT Is your community concerned about increased pollution? ............. I. Does your community have a plesant appearance COMMUNITY ASSESSMENT BENEFITS from TOURISM If so perhaps tourism could be advan- tageous merely because it diversifies the base. The potential of tourism would vary from situation to situation. In a farming community with employment concen- trated in the planting, growing, and harvesting seasons a winter sports de- velopment could meet a tremendous need. Summer recreation would inten- sify an already serious problem. The very act of engaging in an orga- nized effort can develop the communi- ty's sense of identity. The fact that outsiders spend time and money to visit one's community can increase community pride Many programs will emerge around historical themes. The act of develop- ing and promoting a plan of this sort may enhance residents' understand- ing of, and pride in. their heritage. Promoting an ethnic background in- creases exposure of this culture to both residents and visitors. Attractions developed for tourists will also be available to local residents. Little polut on is created by tourism relative to that of other industries, such as heavy manufacturing, An area's ap- peal may depend upon maintaining. rather than changing. its environment. No amount of tourist traffic or litter will influence the nature of a forest as greatly as turning it into an industrial park If so. you can expect to have greater success in attracting and holding lQunslS If not. you may generate necessary reo!nues and taxes to im- pro:9 your community appearance. i.' / ;u' J.;ii :,n.�i "3r? d^. hiS:71iG bdtx• a'?ai ^:a: "".3:? ZOSsib;e by tho s:sd::'a: ac ata ran's sr.07s The development of a tourist industry cre- ates jobs. Work will mainly be in the support industries, services and wholesale/retail trade.' A good number of these jobs usually do not generate high levels of income for the individual or for the urban community, there are, nevertheless, some important benefits associated with them: • Tourism can be a substantial source of employment and an economic boost in gen- eral for the local economy • There are some jobs with advancement potential such as in the areas of amuse- ment, recreation, public parks, cultural services and motel or restaurant manage- ment • Most clearly benefited would be the youth of your community: When they seek part- time and summer employment, tourist in- dustry jobs may provide them the opportu- nity to work in the home community. As possibly their first job, it may teach them valuable work skills, provide future job contacts and develop a sense of self-worth Tourist industry development may provide another less identifiable employment benefit as well—new people, new skills and new indus- tries may be brought into the community. This could make your community not only a better place to live and work, but may act to attract additional business and employment opportu- nities. Tourism and Income Developing a tourist industry and attracting travelers will mean more income and profits for businesses receiving tourist expenditures. Ad- ditionally, the possibilities for new business opportunities are more promising. Figure 1.3 illustrates the increase in tourist receipts in 1988, 1989 and the projected increase for 1990. Studies have shown that travel expenditures vary almost directly with the number of visits and substantially increase if visitors stay, more than one day. However, total expenditures by tourists in your community do not tell the whole story. Two important economic factz mu_-, fry: be undei-mod before a rea=onab e of the impact of tourism un burin__. bN made. Fir -:t. a part of tilt• t'Oi)C= and ,..a:_rial u_ed in -al(:6 by yon:. ti)ur._. - •',_:� i....r'r_ r ,:_.... rt,,te!... l:ai.. r par!;,. ca. '.,...�.. 1'.::i .,_..._r u❑d re�acr, a^r�=e�:e::: a :� , .... a.ior. `•ti:.o:_sai_ re: ail inelud_s eat tng and drirkmi ri:a ,sa^ zas service ita:ions. apparel and acce_ssr. related businesses comes from outside the com- munity. When these bills are paid, this part of the traveler's dollar does not benefit the com- munity directly. However, the part of the tour- ist dollar that does stay in the area, usually wages. profits and additional expenditures on locally produced goods and services, does ben- efit the community. Local income from tourist expenditures is largely re -spent in the area, leading to still more local income, more local expenditure and so on. A good example of these direct and indirect benefits is in Jackson Hole, Wyoming, a popular outdoor recreation area. A local study of business generated from tourism showed that 561/c of total sales in the area resulted from direct tourist expenditures and that an additional 225 resulted from the indi- rect effects of income generated from the initial purchases, for a total of 785i of sales due to tourism, Figure 1.4 illustrates how tourist dol- lars are circulated in the community. Tourism and a Diversified Economic Base Why diversity? Ask any community which depend_ on one or a few large industries. lVhen- ever a localized or national economic fluctua- tion haS occurred, these areas have experi- enced high unemployment and the resultant economic and social consequences. Clearly, any area with a large number of various kinds of bu_inesses will have a smaller problem. Cities welcome any kind of legitimate industry. but stenerally thev must recruit new industry, In- dustries are less than anxious to enter an area with a declining tax base or other problems. Therefore, cities more than not, find them- selves competing for industries and the odds are a?ainst them. Tourism, however, can possi- bly fill this gap. Tourism as a diversification industry has many advantages over the traditional type: • Ci:ies are a normal and natural destina- tion for visitors as are scenic outdoor recre- a_ior, areas • Touri4m is growing and probably will con- tinue to do so not only because income and time are more plentiful. but, be- _ t r rim i lar;e!y unexnu;::ec; in • ._.-...:^� 1a5��r i�xce i� ;._,en:ial�• 'r c! ���. _.._,.. require= little •,r no increa-e in .. .:aiic faci!i:i��—=caooi-. i•:,=;,i..' .... :ju.;, : him-zeli requlre�_ lz«' ci::lcr • TouriSm i_ clean and therefore aura:c:iv., t, nen and re.id alike LOCA;. GOODS Figure 1.4 Tourism and Your Community TOURISTS LD GAS. FOOD. LODGING. AMUSEMENT. RECREATION WAGES. SALARIES. PROFITS. TAXES 4 ?� Ce_-3v:men; S:Cle Soor:s I! S^aoG �;s Toys In n rn THE COMMUNITY Tourism, Tax Revenues and Government Benefits Generally, as the tourist industry expands. so do tax revenues. The most important tax from the community point of view is the sales tax. When tourist expenditures are high, so are sales tax revenues. Although estimating the impact of these additional tax revenues is diffi- cult, rough estimates indicate a figure of near- ly 1,5S'c of total revenues. In these same cities. this not only "pays the tourist's way" but goes a Iona way to head off a financial crisis. Special taxes are often levied by communi- ties. aimed speci@cally at tourists. The "occu- panc% taxes and entrance fee_ are based on t::e ratEo: ale that tourism impo_es certain p� 1i_ cost_. _uc^ a- increased po'I,:e protection. ?_ua-c:. adc::trona'. public t::_i1:_._ up:e - o monumen s and museums- Thi_ i< par:icu- Iar true in rura'. outdoor recrea:iona' where tourism ar.d its costs are r. urr ci.2ar.•. identified. Of considerable importance in many areas i_ .ile decline of local amenities Such as rnu'_e- u-a. monuments, libraries. historical sites and R OUTSIDE GOODS U C,a'ts Gallery sank Bakary � m n entertainment districts. Other areas are un- able to develop parks, recreational areas and other local attractions because of insufficient funding. These types of communities may find tourism to be a solution that provides the marginal profit and revenue balance needed to maintain or to develop these services. These facilities are then available for local use as well. Tourism and Visibility Developing a tourist industry has other, less tangible economic benefits for your community. A very important one is visibility. Many com- munities suffer f unreasonable) from a bad rep- utation. due to their geographical location. climate or perceived attr ou-es.TheTexasTour- _: De•:eloome-:Az_ncv recc,?nized their corr.- nities _ufferzd when a survev of outside :r :tiler_ _-owed that thpv :houzht Texas wa_ simol°. a desert with attractions such as tum- blev.-eed_ and cactus. In «Vichita. Kansas. tour- i_t developers thought their businesses suf- fered from a rnisconceatio- that Wichita was no: inm7 but a -topping place for travelers on the way west. The people living in these and similar areas, and the people who have ex- plored them, know differently. An Active travel development program can help overcome these misconceptions and be economically beneficial in several ways. One of the most -important is community pride. If your community discovers that it has something to offer visitors, something attractive enough to draw people from their home communities to yours, benefits may naturally be forthcoming. Dodge City, Kansas, is an outstanding exam- ple. Through its rich "wild west" heritage, helped considerably by the television program "Gunsmoke," pride in its history led to a fervor for additional activities in the 1950's. Spear- headed by the Jaycees, their efforts resulted in the rebuilding of historic streets, museums and cemeteries, plus a number of new attractions. Dodge City, once just another "cowboy town," developed to the point that it now attracts nearly 400,000 visitors annually. Community pride made the community even more attrac- tive, enriching it culturally and economically. Visitors, when meeting a proud resident, are likely to be shown more hospitality and have a better time. The visitor will stay longer and spend more money. He or she will "spread the word" about "a great place to visit." It should be remembered that much of what attracts visitors also attracts industry. New businesses, or ones relocating, seek a popular and pleasant place to do their work as well as profit from a growing tourist trade. Tourism and Cultural Benefits The potential cultural benefits from tourism, though less obvious than economic benefits, ma, be equally significant. A carefuliy planned, well -organized tourist business can benefit the resident through exposure to a variety of ideas, people, languages and other cultural traits. It can add to the richness of the re-sident's experience by stimulating an inter- est in the area's history- through restoration and preservation of historical sights. For in- sta:-ce, residents of Savannah. Geor;ia, under - tock to restore por:ions of the old city as a 'na--er e`c:: is prig=. bu- have since discovered r-2 erva-io.. OF their heritage has �ed a_ a s:imul,.:s f,,)r tourisrn. Today. or- c- = M.,;.) ;2,hhi rh:_ for the visitor i= a tour o- dis-rict. Thu4. tourivm is rio%v an importan: source of revenues for further his-or- ica' restora-ion and preservation. As a bicer.- te^ the cit.: of Mobile. Alabama. restored historic Fort Conde Village. The result—a national prize winning restoration project and an additional incentive for tourists to visit Mobile. The restoration and preserva- tion of historic sites as a facet of cultural enrichment need not be confined to larger communities. The little community of Bishop Hill, Illinois, (population approximately 200) received $700,000 from state agencies for resto- ration purposes. Tourism can serve local craftsmen by provid- ing an audience and market for their art. Taos, New Mexico, is a case in point. Long a haven for artists and craftsmen, tourism has provided a market for local arts and crafts and thus has served as an incentive for cultural creativity. Likewise, tourism has encouraged inhabitants of the Branson, Missouri, region (located in the Ozarks) to share their rich heritage of country music with visitors. Tourism need not result in drastic exploita- tion of resources or destruction of natural beau- ty. The famous Azalea Trail in Mobile, Ala- bama, serves as a city beautification project, as a source of citizen pride and as a considerable enticement for tourists. The Coastal Area Plan- ning and Development Commission of Bruns- wick, Georgia, has developed extensive guide- lines for outdoor advertising to avoid distract- ing, gaudy signboards. The intent was to pro- vide the visitor with information while preserv- ing the natural beauty of the region. Tourism development can add features of entertainment for the resident as well as the visitor. Tourism in the tiny community of Bish- op Hill, Illinois, resulted in the construction of restaurants and a bakery which resident_ can enjoy- as well as visitors. The above examples serve to illustrate how thoughtful development enhances civic satisfaction and pride. Remember, tourists have more to offer a community than their dollars. They bring with them a variety- of ethnic, geographic and socio- cultural experiences. By establishing, contacts between people of different backgrounds, tour- ism offers vast opportunities for people to know and understand one another in a direct -way. The attitude of the community's residents is an important feature of tourism development. hostile o� indifferent community wiit ro: rac. �is.tor . The tourist expects to be ed ..e!': during his star. Hake certain tr.e r__. C_ t of ':our community are veli informed as t.- t.. cu'.:ural enrichment bene^tS of tour's bo --:or_ Yc_ be?in deti-elopmen:. Reside::-_ c.1ould have the opportunit,. to make rational d=ciz:ion_ to support such development in your corny unity. Sewage and Trash Disposal Similarly, the demands of tourism on sewage and trash disposal may be small compared to heavy industry, yet some communities are still not prepared to handle it. From time to time, communities may face a moratorium limiting construction until the local sewer plant is im- proved to meet required effluent standards. Trash and litter are problems inevitable with crowds of people. Ample waste receptacles, both public and private, should be provided, and they must be emptied much more frequent- ly when tourism is at its peak. Streets -and public areas should be kept clean, and this will take added labor and public cost. You will have to evaluate needs in these areas and consider how- improvements can be financed. Restrooms If you expect visitors to tarry very long at your community attractions, adequate rest- room facilities will be needed. These facilities should be convenient and well maintained. Also check the availability of public water fountains. Climate permitting, a few tax -sup- ported public fountains on main streets might keep the perennial "Daddy, I'm thirsty" from dampening the holiday mood of the families you have worked hard to attract. Park facilities for the picnicking tourists might also be consid- ered. Public Safety Public safety implies largely police and fire protection. As tourism brings more people to the community, additional police will be need- ed to control crowds, assist visitors and handle any increase in crime. An influx of people offers increased potential for fires, both in buildings and in nature. You should evaluate the amount and type of additional protection needed, and determine how costs will be supported. 11 Public Health and Welfare An influx of visitors naturally increases acci- dents and diseases that must be handled by local medical personnel and facilities. As far as welfare costs are concerned, tourism is often sought to increase local employment, which should reduce the costs of welfare. Operational Costs of Tourism Operational costs are encountered once the tourism program of a community grows to the size and stature that requires formal adminis- tration. These costs include the following: • County, regional, state and national com- missions and association costs • Promotional costs • Surrey costs (initial feasibility and ongo- ing impact and visitor satisfaction) • Fund raising costs • Office costs (part-time or. full-time help, office space, materials and supplies, etc.) Summary The development and maintenance of a tour- ism industry imposes demands on public ser- vices and costs to the local residents. These demands and costs are not without benefit to the local residents. A careful assessment of the costs and benefits should be undertaken before development decisions are made. In Chapter 3, the discussion on Cost -Benefit Analysis in As- sessing Your Product and the Market, will aid you in this decision. What Does Your Community Have That Tourists Want? Determining what your community has or can develop is another important step in deter- mining the type of development you should pursue. Most communities have opportunities to expand their tourism industry. People are interested in nature, history, culture and all kinds of recreational activities. The number and type of attractions your community could develop will take some evaluation and plan- ning. but the benefits of this assessment will be worth the effort. Nature, fate or creativity may have already set the stage for your community to develop or expand a tourism industry. Perhaps no single attraction in your community could draw tour- ists to the area but a combination of attractions and events may attract them. In fact, tourists prefer a package or variety of options at a given destination. Who will be interested in your communitv's attractions' Someone is interested in every- thing that has ever been developed, but wheth- er or not enough people are interested to make it economical to develop and maintain will require some additional study. User studies of numerous recreation facilities show that use begins locally and expands outward in propor- tion to the uniqueness of the attraction and the visibility or promotion the attraction gets. What is your market potential? This is a difficult question to answer but reasonable estimates can be made if adequate information is collected and analyzed accurately. Some of the factors which will influence your market include: • The closeness of major population areas • The existence and quality of roads and other transportation available from the population areas to your areas • The number of people traveling near your area who may Wyant to stop and visit • The aaractions that you develop *T'. ;:.._. facilities th:: support your a: • T" rnarket :}'pe of yu..o- that : o:. CGUibc.tC' :d: i•: • Tin- -�rnotional rre:hod_ yob; i.se *The pices and other costs the visitor must p • You— competition 12 Assessing Your Product and the Market, Chap- ter 3, will aid you in evaluating your market potential. A community must determine their poten- tial to attract and hold tourists. Some commu- nities have enough attractions and services to be a destination site for tourists. Other commu- nities recognize their greatest potential is in attracting visitors for only a short time while they are passing through or near the commu- nity. Why People Travel for Leisure Surprisingly, little appears to be written relating to the motivations which induce lei- sure -time travel. A differentiation must be made between business travel and leisure -time travel. It is recognized that business travel, to a convention for example, is very often closely associated with tourism. A conventioneer may spend much of his,'her time on business aspects at the convention, but in the remaining time may be a typical sightseer. Indeed many con- vention agendas are planned to allow time for conventioneers, and often their spouses, to en- joy the attractions of the host community. How- ever. this section is not written for the business traveler except as he,'she is involved in leisure - time activity. Motivation in Tourism Tourists' descriptions of travel sites general- ly- yield words such as: "fascinating;' "interest- ing." `.itimulatin;," "exciting," "adventurous," `'entertaining." "fun," "new experience." "dif- ferent.'" "educational" and "broadening." Most of these descriptions seem to point out that "differences' form the bads for travel. An idea of how people refer to travel and tourism is illu_,m-ed b.: these quotation., from an unpub- th.. ira�t inter .:t - a'.va' !"oris ..I � a__ t., escape tF.v cit.... heat and go to a "We consider the children and what they would enjoy along with the vacation being educational and enjoyable and something different than usual." "We like scenery" The implication of these typical comments suggests that the need for change is their pri- mary motivation—the need for a different expe- rience or a different environment. Tourism is regarded as a special form of play involving travel or "getting away from it all," thus pro- viding a relaxation from tension. If, as stated earlier, there is a need for change and diversity, then travel and leisure activity takes its place near the top of tourist priorities. While it is true that some groups may perceive a quiet vacation at home to be a change in itself from the hectic conditions of a busy office or factory job, many more will feel even a series of backvard vacations can become dull and routine and require a "change." Oth- ers will require a learning experience, a high pitch of excitement and a complete, difference in environment in order to relieve the tensions of boredom and routine activity. The high level of affluence, therefore, allows modern society to b�- highly selective in satisfying its tourism needs. Many people are now financially capa- ble of self-improvement and travel is often the form of acquiring it. Consistent with the broader definition of travel motivation to include social status, men- tal and physical satisfaction, and the need to develop one's own potential and aesthetic appre- ciation, the following list of motivations should be studied. They may be utilized by the tourism investigator to determine if the proposed attrac- tion can provide any of these satisfactions. Ethnic Tourism. This is a form of tourism which may be thought of as appealing to a curious, people -oriented tourist. Such a tourist is interested in observing how people in other environments live,work and play. To illustrate, a person whose family origin is in another part of the country mai• wish to visit distant rela- tives. research his family tree, visit his birth- place or the land of his forefathers. Bishop Hill. Illinois, is an illu_tra:ion of a very early Swe- dish s_ttler:-men: where mane people of Swedis : oru n ma: fid is en ovable to see how their .orefa:r:ers 1:•:ed anC to explore their national viscn aS visitinz a different envi- ronment to ober _ me li,est-,•les of another ethnic group mi,h: fail in this category. Tour- ists mi -ah" visit ar. Indian reservation or trad- ing center out -poo_ to observe native dances. 13 ceremonies, work skills and special characteris- tics of people with different lifestyles. Cultural Tourism. Taken in a narrower sense than ethnic tourism, cultural tourism is spe- cifically intended to promote the transmission of knowledge and ideas. Notable examples are visits to museums, attendance at musical or dramatic performances, participation in scien- tific or archaeological programs or organized tours. Cultural tourism may include the vestig- es of a vanishing lifestvle. While Williams- burg, Virginia, might qualify as historical tour- ism, it also has some characteristics of cultural tourism. Activities may include folklore perfor- mance, authentically costumed participants, examining antiquities or observance of "old time days" or "pioneer days" or special cultural events. Major attractions are often re -creations of a former era, not necessarily of historical relevance, but a visual reproduction of a by- gone atmosphere. Historical Tourism. This form of tourism revolves around glories of the past. Destination activities might include tours of monuments to honor a famous event, the birthplace of a famous personage, ruins, battlegrounds or a building such as Ford's Theater where an his- torical event occurred. Education -oriented trav- elers are very much attracted to recorded his- torical events where they can vicariously relive the past. gaining a better understanding of history and newsworthy events. Environmental Tourism. usually geographi- cally oriented, the attraction is primarily the environment itself, an environment which of- ten is greatly different from the tourists point of origin. The attraction may be visual—sce- nery, the mountains, fall foliage, the ocean at sunset or perhaps the weather—or climatic— avoiding a cold snowy winter. Essentially. the emphalsis is on nature. Several motivations may apply to the same tourist. nevertheless, the individual who is assessing the attraction should try to determine if any of these basic motivation_ can be satisfied. Environmental tourism is the purest and largest form of tour- ism—the pure air, soothing cool mountain streams. va-t vistas and panoramic views and even the a pence of other human bein;s act a_ an entice -:az:. The ability to capita::ze on a is ,,)rn: o: -_ _....... mat depend upon cr_a:. C1,11 ran_ 0: recreational activity to tip ln:-:::,t er vivo n n:a! back-5—round. P,ecrec--, . T)c;r;sv- The emphasis her_ .: on "thing_ t do" or physical involvement and activity. Sk.i slopes. championship golf cour_e-s ar d 1�':: iffy:- the recreational activities of skiing, golfing and fishing. While environmen- tally related, these also may be thought of as recreational. Even Las Vegas might be consid- ered recreational by those who like to gamble. Entertainment or Sensual Indulgent Tour- ism. This category relates to a physical, emo- tional and mental relaxation of tension. Again, Las Vegas, could symbolize entertainment. Big name shows or health resorts might fall in this category: Personal services such as maid ser- vice, beauty care, even the special attention offered by a head waiter might cater to this form of motivation. Gourmet dining or other culinary delights would also fall in this cate- gory. Many man-made entertainment attrac- tions such as Disneyland or New York's "Great White Way" of Broadway shows or a rock concert could satisfy this form of motivation. Social Status or Ego Enhancement Tourism. While our widespread afHuency has created many other motivators, social status still ac- counts for a significant part of tourism satisfac- tion. The need for recognition, attention, ap- preciation or personal development creates this category. The travel snob also falls into this category. He needs to eat in the best restau- rants; he practices "one-upmanship." The ego enhancer's reward is less the trip itself than describing it to the folks at home. He seeks the out -of -the -ordinary destination or experience. He will most likely- be a large purchaser of souvenirs, curios and trinkets of some exclusiveness so that he might give credi- bility to his adventures back home. Interpersonal Tourism. Numerous surveys have shown that one of the most common reasons for traveling over 100 miles is to visit friends and relatives. Almost half of all total leisure trips have been attributed to this rea- son. The significance of this fact to tourism brings home the need for a community to be well educated in tourism and dedicated to its successful performance. Components of a Tourism Industry Tourism is a growing industry which offers benefits which will far offset liabilities for most communities that choose to pursue it. You may have decided that your community needs tour- ism and has the potential to develop attrac- tions which would draw tourists. But what is involved' How should a community develop tourism? What facilities, organizations, knowl- edge are necessary to make a successful indus- try, one which will maximize benefits and min- imize costs and liabilities? Figure 1.5 shows the components of a tour- ism industry- and how these relate to one an- other. First, you have the COivIMUNITY. The community supplies: • The leadership. personnel and volunteer labor for the organization which coordi- na:_�� ani? manages the entire operation • T^� ia':�•r force F)r al:i touris:-related buai- • T r._ '_Ylc service.-: , S ct ion 1,1 �uCa a: roac_. ,:-ar.sp�)r7aj pu: kl healt'1. _ ar.d sat t; services lessential to tourism but alio within normal functions of public «-o-:•:- ... a community It • Support services seating and lodging facili- ties. entertainment, shops, service -related businesses) are instigated by businesses in the community to serve the tourist—but which also serve residents • Hospitality- to visitors as the community can host their guests, thus ensuring word- of-mouth advertising and repeat visits—or they can view tourists as intruders The community can choose to develop the ATTRACTIONS and SPECIAL EVENTS which might attract tourists and benefit the community. This sector interacts with both the tourist market and the community: • The market is informed of attractions through the promotion function of the or- niza:irn nd individ-..11 promotion b; DU' :1''_�C: • i'ia-:ni::_ X":Vi_ie 4,e:f_nt.. ar:: wi:h:n Ile organization reiated bu:ines_ • ;.._ a:_.�........ t::r n -e v-: 4 mig;,t also in. tia:e the coliectio: of data on who their t:^.eir attitude-- toward the attrac- tion- an -.1 ho.;• much, WuriS:z; spend