Redondo Beach Travel & Tourism
Communication Platform | April 15th, 2019
Redondo Beach is one of the few places along the California coast where you feel most like yourself, and comfortable in your surroundings, as it does not impose its will, nor ask you to be anything other than who you are. On one level, it hasn’t changed much over the years, -it is still the place it always was- a quintessential Southern California beach town with a rich surf culture and profoundly intimate relationship to the sea. On another level, it has changed, in all the right places, for all the right reasons, without calling attention to itself. Perhaps it’s this endearing quality that makes the town so special, the preservation of its soul, over an extended period of time, while so many other towns have lost their way.
PREFACE
The Redondo Beach Tourism Communication Platform is inspired by a compilation of thoughts, observations, and reflections based on engaging conversations with a wide variety of Redondo Beach locals, artists and stakeholders. These formal, one on one, sit down interviews- as well as spontaneous bike path, esplanade, surfer dudes, mothers pushing strollers, locals at the bar encounters, included:
• John Van Hamersveld, legendary artist, creator of the iconic Endless Summer movie poster • Allen Sanford, local restaurateur and founder of Beach Life Festival • George Loren, founder of R10/social house
• Sophia Cooper, RB resident and the voice of a younger generation • Kieth Sanchez and Jeremy Douglas, Sea Level regulars
• Shelly Anderson, Campus guest on business from Missouri (Beyond Meats, El Segundo) Several highly informed marketing and hospitality executives that comprise a portion of the Tourism Board, including Rebecca Elder, Michael Murray, Jenna Ritter, Stacey Rivera, Ashley Tiner, Kasi Iacono, Duane Rohrbaugh and Melissa Marcus.
And lastly, members of the PSM senior leadership team, who have lived, worked and immersed themselves in all Redondo has to offer over the last 30 years.
SEQUENCE
Marketing Objectives
Stakeholder Interviews
Brand Pillars
Positioning
Moodboard / Color Pallet
Logo
Typography
Cvent Ads
Beach Life Music Festival
Creative Concept/Video
1. To create a compelling identity for Redondo Beach, one that honors its soul and authentic sense of self, yet elevates it at the same time, which is a reflection of how the story unfolds, where we focus the attention, and how we share the experience. While we intend to pay homage to its past, and embrace its wonderful beach town/surf culture, which helped shape the very identity of Southern California as we know it, our approach will also infuse new life, new energy into Redondo Beach.
2. To recognize that some of the very same attributes that distinguish Redondo Beach, or reflect elements of singularity, are also the ones that hold it back.
3. To recognize that establishing a compelling sense of place, while appealing to a more affluent demographic is the highest priority, with the intent to increase direct bookings, increase room rates, lengthen leisure stays, attract more business travelers to the beach core and more leisure guests to the north core (the Campus) . Both leisure guests and business travelers, entering into the new RBT website, can self filter their hotel needs based on several factors, including budget, location, meeting space, venues, proximity to LAX/LA. But they first must fall in love with place, and then decide which hotel experience best suits their needs.
4. While our initial mission will be to establish a sense of place for Redondo Beach, highlighted by its relationship to the sea, and close proximity to LA., there will always be a balanced, integrated approach that also targets the business traveler, who may also value other aspects of Redondo Beach- such as the northern business core- which provides immediate access to LAX, nearby major employment centers such as El Segundo, as well as the upscale dining and shopping opportunities in Manhattan Beach.
5. To make a compelling case to members of the RBT board that we take advantage of certain opportunities relative to the upcoming BeachLife Music Festivalnot in the context of any direct sponsorship or even trying to impact actual attendees- but rather making an impression on the expected 2,000,000 live stream views, thus allowing the image of Redondo Beach to be shaped not by the organizers of the music festival, but by the Tourism Bureau.
6. To identify certain key destinations within Redondo Beach, such as the “Bike Path” , and take ownership of it, give it a name, so it becomes a destination for all to experience.
7. To formalize the name of the Redondo Beach Travel and Tourism Board, and include in the logo and all future outreach, so its crystal clear who is responsible for the beautiful, thoughtful, compelling transformation of Redondo Beach
MARKETING OBJECTIVES
1. Our biggest challenge in this assignment, will be to uncover the soul of redondo beach-not just define it, but express it to the world in a highly compelling, authentic, emotional way.
Given all your experience, your travels, your relationship to the world, all the places you’ve seen and experienced, even taking in comments or feedback you’ve heard from hotel guests, what makes RB unique- what sets it apart-what makes it a worthwhile destination?
2. I’m going to name a city-when I do try to give me single word bullets that help describe or define that town-from your own experience.
3. What are some negative associations you have with Redondo? Or what is lacking? Or why would someone not want to travel and stay here, and if not here, where would they most likely otherwise go.
4. Can you first describe the profile of your most consistent type of guests –whether it be the leisure traveler or business or both– where are they coming from? Then tell me what you’re missing. What do you want more of, what do you want less of?
5. What has been your most effective marketing tool or tools? What seems to be working, what seems to not work for you? Where would you like to spend more $$? Where do wish you hadn’t spent $$?
6. What is the greatest mis-perception of Redondo Beach? What is it not getting credit for, but the world deserves to know?
STAKEHOLDER INTERVIEWS
STAKEHOLDER INTERVIEWS
Given all your experience, your travels, your
relationship to the world, all the places you’ve
seen and experienced, what makes Redondo Beach
a worthwhile destination?
STAKEHOLDER INTERVIEWS
quintessential beachtown
you feel like a instant local
feels smaller, more approachable
really cute
authentic, local experience
charming, quaint feel
not touristy, unlike venice
little sliver of paradise
sweet little beach town
feel safe
very family friendly
birthplace of surfing
comfortable, approachable
small town charm
diversity of experiences you can’t get other places
unknown, undefined
relatable
people friendly
laid back, low key
comfortable
undiscovered
quiet, cozy
so easy to move around- walk to restaurants, or the pier ideal for business retreats, family vacations, very romantic laid back, warm, inviting, beautiful
nothing wrong with people knowing your name
SENSE OF PLACE
pier
walk to beach
del amo shopping/largest mall
king harbor
seaside lagoon
upcoming gastro pubs
easy access to ocean and pier
RB has everything, ocean, shopping, restaurants, strand is great, open and wide, just look to one side
POINTS OF INTEREST
close to LAX
destination within L.A.
close enough to heart of L.A., yet far enough to feel removed. (You’re not far the world, it just feels that way)
heart of south bay/promixity to Hermosa and
Manhattan/culinary epicenter/ boutique shops
easy accessibility to L.A.
PROXIMITY
I’m going to name a city.
When I do, try to give single word
bullets that help describe or define
that town from your own experience.
STAKEHOLDER INTERVIEWS
quiet
charming
warm
welcoming
historic
authentic
non-exploited
family friendly
quaint
charming
marina
beach
classic California
old
small
locals
shopping
chi chi
sparkly
posh
sophisticated
clean
gorgeous
safe
strict
pretentious
upscale
boutique shops
strand
pier
affluent
cute downtown
beach chic
AVP volleyball
pricey
lost its soul
MANHATTAN BEACH
party
surfer
pier
festivals
social
beach party
alchohol
volleyball
young crowd
taxi
pier avenue
younger crowd
party
post-collegiate
night life
HERMOSA BEACH
unknown
boring
vanilla
where you live
del amo mall
busy
businesses
Exxon refinery
big industrial
del amo
working class
TORRANCE
Queen Mary
industrial
ships
dirty
crime
not vacation
shoreline village
downtown
coastal
shipping
waterfront
Gran Prix
Belmont Shores
pikes place
trendy
LONG BEACH REDONDO BEACH
STAKEHOLDER INTERVIEWS
What is the greatest mis-perception of Redondo Beach?
What is it not getting credit for, but the world deserves to know?
STAKEHOLDER INTERVIEWS
birthplace of surfing
how beautiful it is
riviera village
local, beach crusier connected
how close it is to LAX, Disneyland
abundance of water sports
ability to stay at the beach, but head into all parts of LA. with ease open water views
pier is nicer, safer than people realize
great, new restaurants, R10/Social House, Shade Sea Level could be luxury setting
unknown great destination
LA’s best kept secret
Hollywood Riviera
great place for weddings
next to LAX
much more activity than other beach towns
hear the waves break
great marina
What are some negative associations you have with
Redondo Beach? Or what is lacking?
STAKEHOLDER INTERVIEWS
no centralized downtown
least affluent of beach cities
lack of notoriety
hard to get to the beach
seedy, international boardwalk, fun house
power plant
lack of new age restaurants
stuck in its old ways
doesn’t embrace millennials
Edison power plant
old/rusty/dated
pier is a bit seedy/can feel like a 3rd world country at times
REDONDO BEACH NEGATIVE ASSOCIATIONS
STAKEHOLDER INTERVIEWS
Authentic
Quintessential Beach Town
Classic
Uncrowded
Birthplace of Surfing/Surf Culture
Comfortable
Wide Open Views
Family Escape and/or
Business Retreat
Charming
Welcoming
Family Friendly
Quaint
Beach/Watersport Wonderland
Healthy
Beach
Local Vibe
Pier
Esplanade
Easy Access To LA/MB
The Strand
Lifeguards/Tower
Seaside Lagoon
Boardwalk
Riviera Village
LAX
Marina
Pacific Ocean
Keywords
1. AUTHENTIC SOUTHERN CALIFORNIA BEACH TOWN
Redondo Beach is a place you feel most like yourself, comfortable in your surroundings, as it does not impose its will on you to be anything other than who you are. It is a quintessential Southern California beach town, credited as the birthplace of surfing, while embracing a culture that inspired the Beach Boys music, and the iconic Endless Summer art work from artist John Van Hamersveld. The town has maintained a high level of anonymity while quietly evolving into an exceptional seaside destination for those seeking a classic California coastal experience, yet with a higher level of privacy and tranquility. There are certain days, certain times in which one might feel they have Redondo Beach all to themselves.
2. IMMEDIATE RELATIONSHIP TO THE SEA
In Redondo Beach, there is nothing that stands between you and the sea. Its impact is immediate and profound. Walking along the Esplanade, or biking on the strand, the ocean opens itself up to you in a way most have never seen or experienced —its power is infinite- and few places offer such a far reaching, wonderful, exhilarating expanse of sand, sun and the sea. It lures you in, makes you feel part of something special, yet removed at the same time— a place of refuge-framed on one side by the majestic Palos Verdes Peninsula, and as we breathe in the ocean, and immerse ourselves in its vastness, all else going on in the world can seem trivial. For now, this moment has captured your full attention, Redondo Beach has inspired all the senses, and that feels really good.
3. EASY ACCESS
You can get to anywhere from here with relative ease. If one avoids peak traffic periods, LA Live is less than 45 minutes from the coastal hotel collection of Redondo, and 20 minutes from the campus collection- which also makes major tourist attractions such as Disneyland, Universal Studios, Hollywood and others well within reach. The best of both worlds, from blue ocean bliss to big city buzz in 45 minutes or less.
4. AN INSPIRING MIX OF SERIOUS BUSINESS AND PURE PLEASURE Redondo Beach offers a wide range of choice relative to the hotel experience, location, and price. There is something for every hope and dream, from fine hotels, to elegant inns, to seaside motels, to business-friendly focused (campus) and everywhere in between. Redondo can be all business, or all play, or a combination of both. The ideal business retreat based on its proximity to lax, the nearby business cores, meeting space availability and inspired coastal setting, and in the case of the Campus, exceptional business amenities, and immediate access to local HQ’s, everywhere important, including Manhattan Beach- for a convenient, get down to business, get in, get out- type of stay.
BRAND PILLARS
5. WALKABILITY, CRUISER-BILITY
The heart of Redondo Beach, the best it has to offer, can be explored by bike or on foot, virtually eliminating the need for a car.
6. ABUNDANCE OF BEACH LIFE
Redondo Beach offers everything under the sun relative to active, outdoor, healthy activities for every member of the family. The list is nearly endless. Surfing. Biking. Sailing. Kayaking. Paddle boarding. Jet Skiing. Volleyball. Jogging. Swimming. Walking. Whale watching. Boogie Boarding. . Sunbathing. Napping.
BRAND PILLARS
Redondo Beach represents a rare opportunity to immerse oneself into a quintessential, classic Southern California beach town experience, a reflection of a town who has preserved its small, seaside soul, while embracing an early, iconic, legendary surf culture/beach lifestyle and never letting go. Redondo Beach offers a profoundly intimate relationship to the sea, and welcomes its guests with open arms, making them feel comfortable, at ease, while offering a staggering number of diverse watersport and beach activities- for guests of all ages- all within beach cruiser distance of each other.
There are fine hotels, comfortably elegant inns, seaside motels, business friendly suites, gastro pubs, eclectic mix of restaurants, Riviera Village quaint shops, all which now elevate the guest experience, and thoughtfully help shape an image of Redondo Beach that now make it a compelling, worthwhile, exciting destination for all to enjoy.
And if that was not enough, Redondo Beach is just minutes from Los Angeles International Airport, and easily accessible to the L.A. downtown core, cultural centers, and popular tourist attractions.
POSITIONING
EXISTING LOGOS
MOOD BOARD + COLOR PALLET
LOGO OPTION 1
TAGLINES
C l a s s i c Ca l i f or n i a , I n s t a n t Loc a l
TAGLINES
A C l a s s i c Ca l i f or n i a G e t -A w a y
SWAG
LOGO OPTION 2
LOGO INSPIRATION LOGO MARK
BREAKWATER SAILBOAT
+ + R =
SWAG
FULL LOGO
SWAG
Redondo Beach
SOUTHERN CALIFORNIA
(MINUTES FROM LOS ANGELES INTERNATIONAL AIRPORT)
ESCAPE THE WORLD,
THEN DECIDE HOW TO CONQUER IT.
Redondo Beach
SOUTHERN CALIFORNIA
(MINUTES FROM LOS ANGELES INTERNATIONAL AIRPORT)
GIVE YOUR NEXT MEETING SOME
‘GOOD, GOOD, GOOD, GOOD VIBRATIONS’.
CVENT DIGITAL ADS
ESCAPE THE WORLD,
THEN DECIDE HOW TO CONQUER IT.
Redondo Beach
SOUTHERN CALIFORNIA
MINUTES
FROM LAX
GIVE YOUR NEXT MEETING SOME
‘GOOD, GOOD, GOOD, GOOD
VIBRATIONS’.
Redondo Beach
SOUTHERN CALIFORNIA
MINUTES
FROM LAX
LET YOUR NEXT MEETING
OFFER UP WAVES OF EXCITEMENT.
Redondo Beach
SOUTHERN CALIFORNIA
MINUTES
FROM LAX
FIND A CALM CENTER,
AND YOUR NEXT MEETING COULD
CHANGE THE WORLD.
Redondo Beach
SOUTHERN CALIFORNIA
MINUTES
FROM LAX
WHY REDONDO BEACH TOURISM SHOULD LEVERAGE RELATIONSHIP WITH BEACH LIFE FESTIVAL IN ITS INAUGURAL YEAR?
1. See Attached Screen Shot- Beach Life Festival Landing Page- the fact they have to add Los Angeles underneath Redondo Beach highlights the fact Redondo Beach lacks awareness.
If the event were held in Newport Beach, would Orange County need to be added? Or even Hermosa Beach or Manhattan Beach?
2. Projected live video stream of 3-day event expected to exceed 2m- and continue long after the event via YouTube views, BLF website direct views.
3. Beach Life currently has:
20,000+ email addresses from registrants | 20,000 FB/Instagram/Twitter/YouTube Followers | World Surf League Hosting Big Wave Award May 2, in partnership with Beach Life Festival, which has 12.6m followers.
4. :15sec and :30 sec pre-roll opportunities across many social platforms, allow RBT to reach exceptionally diverse audience from near and far, and most importantly allows us to shape/ guide/elevate the image of RB by virtue of the content and storytelling, differently, and in a more compelling manner, than the singular image BL will portray. The headline acts mostly appeal to baby boomers- the demographic with $$ to spend- while also appealing to some millennials and everyone in between.
5. Allen Sanford is no Billy Macfarland (Fyre Festival). Allen and his partners are important stakeholders in the community. They own and operate various restaurants, and run St. Rocke, which allowed them to build relationships and establish credibility among artists within the music industry. This is a big undertaking, no doubt, but they understand its a big undertaking, have everything to lose if it doesn’t go well, and have the support of the Mayor. I personally admire the initiative and as a “local”, I want Allen to succeed, but most importantly, I want Redondo Beach to gain the awareness, carefully crafted, and take advantage of the opportunity this presents- even if it carries some risk.
6. There are going to be issues before, during and after the event. There will be traffic issues. There will be noise issues. And the majority of complaints will be made by local residents– the same local residents who will complain about our TOURISM CAMPAIGN as it will have the perception of attracting more people to RB, causing more traffic and noise.
7. RBT’s potential involvement with BLF, running pre-roll, is not necessarily a direct sponsorship nor an implied endorsement. If Beach Life is a total flop, and a total embarrassment to the city of Redondo Beach, RBT still gets caught in the muck, regardless of whether we participated in the Festival or not.
BEACHLIFE MUSIC FESTIVAL
CREATIVE CONCEPT/VIDEO APPROACH