8305 Prunedale N. Rd, #7 Salinas, CA 93907 831-261-3430 [email protected] | soulofca.org BOARD OF DIRECTORS Colleen Bailey Ricky Cabrera Don Chapin, Jr. Sam Farr Kurt Gollnick Butch Lindley Brigid McGrath Massie John V. Narigi Matthew Ottone Warren Wayland REGIONAL ADVISORY COUNCIL Denise Estrada Krishna Patel Blanca Stransky EXECUTIVE DIRECTOR Craig Kaufman
1A Station Place Salinas, CA 93901
October 1, 2022 To: Michael Gomez, Economic Development Analyst, City of Salinas From: Craig Kaufman, Executive Director, Salinas Valley Tourism & Visitors Bureau Re: July 2022 Monthly Report We continue to be open following the guidelines of and with protocols put in place by the Monterey County Health Department to protect staff and visitors. In July we had a slight increase in onsite person visits to the Center compared to the previous month. The Monterey & Salinas Valley Railroad Museum board of directors held their meeting at the Heritage Center on July 5th. Heritage Center featured in California Bountiful, California Farm Bureau July/August 2022 issue. Activity Summary: July 2022 3 phone calls; 0 request for information mailed, in person visitors 387 Social Media: Facebook: 889 likes / 912 follows Soul of CA Facebook: 4,153 likes / 4,381 follows Soul of CA Website: 3,075 users / 5,986 pageviews CWC specific page: 99 pageviews Visit California Website / CWC Salinas: 1.8MM unique visits per month (on average). CWC Salinas specific views: approx. 154 pageviews. 2 NEW LOCATION HIGHLIGHTS Southern Pacific Freight Depot Location On February 15, 2020, the California Welcome Center Salinas (CWCS) moved into the restored Southern Pacific Freight Building at 1A Station Place, Salinas from its 1213 North Davis Road location from which it had served the community for more than 8 years. This was the culmination of months of work by the City of Salinas to include the CWCS in the soon-to-be-completed Intermodal Transit Center where visitors will arrive by train, bus, and car. The depot, with more than 1,500 square feet, will house not only the CWCS, but also a cultural heritage museum that reflects the history, through photographs, displays and narratives, of the railroad’s impact on the Salinas Valley. The facility has 100 linear feet of brochure display space, 400 square feet for exhibitions, 400 square feet retail and 600 square feet of visitor amenities, and features an outdoor deck for visitors to rest, eat or wait for those coming to the area by train or bus. Oldtown Salinas CWCS is now within walking distance to Salinas City Center, the quaint and historic Main Street district of Salinas that has approximately 400 businesses including 34 restaurants, two wine tasting rooms, three galleries and many quaint boutiques, retail shops and tourist resources. The Steinbeck House Restaurant, National Steinbeck Center Museum and other visitor service businesses are all nearby. Fifteen hotel and motel properties are within a short walking or driving distance of less than half a mile, and bed and breakfasts are within minutes of the location. Proximity to Tourist Attractions As the hub of the Central Coast, Salinas is just a short distance away from all of the area’s attractions. The CWCS is still not far from the Boronda History Center—a National Historic Landmark adobe house built in 1844. It is within walking distance of the National Steinbeck Center Museum and Steinbeck House Restaurant (John Steinbeck’s boyhood home). It is two miles from the Salinas Sports Complex, home of the California Rodeo and Museum. CWCS is 15 minutes (seven miles) away from the River Road Wine Trail where visitors can taste award-winning wines. It is 13 miles via Highway 68 to WeatherTech Raceway Laguna Seca where national events such as the MotoGP, Sea Otter Classic and Monterey Historic Automobile Races are held. It is a scenic 20-mile drive from the CWCS to the city of Monterey, home of the Monterey Bay Aquarium on Cannery Row, Fisherman’s Wharf, many historic adobes, some part of the California State Parks system, and approximately 23 miles to the Monterey Peninsula attractions of 17-Mile Drive, Carmel-by-the- Sea and Pebble Beach. Point Lobos and Big Sur are nearby, six to 26 miles further south from Monterey on California State Route 1. Other attractions within a short driving distance are 3 Monterey Wine Country vineyards, wineries and tasting rooms; Pinnacles National Park; Missions Carmel, San Juan Bautista and Soledad (Mission San Antonio is 67 miles from Salinas); Gilroy Gardens and the Outlet Mall in Gilroy; Roaring Camp Railroad in Felton; the Santa Cruz Beach Boardwalk; the Tech Museum and Winchester Mystery House in San Jose. Travel Services The CWCS provides directions, maps and suggestions on things to see and do in our area and statewide, distributing brochures, guided walking tour maps of historic downtown areas, attraction ticket sales and concierge services. The CWCS offers referrals to local tours, guides, and contacts local and out-of-the-area hotels and restaurants for reservations on behalf of visitors. The CWCS provides free maps, printed directions, smart phone directions, and 1-7-day itineraries for visitors who wish to explore on their own. For self-service room reservations, there is direct access to the California Welcome Center website at visitcwc.com to obtain reservations locally and statewide. Free, high-speed internet access is available for visitors. Visitor Brochures and Information The CWCS has racks displaying Salinas and Monterey County information from Certified showcasing Visit California branding, to fit our floor plan. Brochures include tri-county and statewide information and California attractions arranged by region. The brochure racks are maintained and filled on a regularly scheduled basis by Certified Folder. The CWCS solicits to receive and distribute brochures and guides from area attractions. The California Welcome Center features a digital signage, plus video of local and statewide information. Free area maps and printed directions are available to all visitors in the Center. The parking lot holds 110 car spaces, two handicapped spaces and four RV and bus spaces. In addition, there are contiguous lots offering 280 spaces, with 18 handicapped spaces. Upwards of 2,200 parking spaces are available at the Center over-all. Direct Sales The CWCS sells a wide variety of merchandise that relates to Salinas, John Steinbeck and local history. The store focuses on art and products made locally by local artists and is committed to providing an authentic souvenir experience. The CWCS retail items include: • Apparel (sweatshirts, t-shirts and hats) • Books highlighting local history and agriculture • Salinas branded reusable coffee mugs and recycled tote bags (featuring vintage Salinas agriculture companies) • Bumper stickers • Children’s books and agricultural related toys • Cookbooks • Key chains • Magnets • Maps and guidebooks for the area These items benefit the traveler by providing authentic mementos from their trip to the area, as well as activities they can enjoy on their travels throughout California. The CWCS does business with a variety of local vendors as well as producing its own souvenirs in partnership with local businesses. Pricing is 4 competitive with other establishments. The CWCS has popular items featuring the California State brand, including those that promote statewide California travel: • Apparel such as California Bear Flag t-shirts • Coloring books (Discover California) • Maps (California, whole state and separate sections) • Stickers (CA, CA Flag, and USA) and patches (CA Flag) • California magnets • California key chains Displays and Exhibits As a tenant in the City of Salinas’ oldest commercial building still in existence, the CWCS, in addition to meeting its contract obligations as a California Welcome Center, will also be a cultural heritage museum, showcasing the history of the Southern Pacific Railroad, Salinas Valley agriculture and local history. Restroom Facilities and ADA The CWCS features two ADA compliant restroom facilities; each restroom has one ADA compliant commode and one sink. Changing stations in each restroom signify a family-friendly atmosphere. Parking Facilities The CWCS facility at the Intermodal Transit Center has ample free parking for visitors in cars, vans, busses or RVs. ECONOMIC DEVELOPMENT The CWCS draws support from the City of Salinas, the Salinas Valley cities, local agricultural businesses, attractions, foundations, and the Salinas Valley Tourism and Visitors Bureau. Designation as the 19th California Welcome Center has had a positive effect on local tours and retail store sales, resulting in additional revenue to compensate for any incremental expenses. The CWCS enjoys broad support in our community and the Monterey Bay region with diverse sponsorship opportunities. With the monies provided by the TID and support from the City of Salinas, the SVTVB has created and executed programs with the sole purpose of promoting the City of Salinas as well as the Salinas Valley as a destination and increasing tourism, which will subsequently generate revenue and support the development of new jobs. The CWCS is already supporting job creation through the State of California’s infusion of $100 million1 annually into the promotion of tourism for the state of California and through the Welcome Center network. Since every $109,000 in visitor spending = 1 job2, the installation of the CWCS greatly increases the area’s capacity to create jobs. The CWCS also is generating additional tax revenue by the average spend of a visitor that comes into the Center. A visitor will spend an average of $397 per day3 in the area. AVG 5K VISITORS X $3973 5 2 MM DOLLARS OF ECONOMIC LIFT TO THE REGION NEW RETAIL SALES TAX EQUALS 2MM X 1% $20K PER YEAR OF ADDITIONAL TAX REVENUE 1 Source: California Travel & Tourism Commission, 06.26.14 2 Source: Dean Runyan Associates 3 Source: California Travel & Tourism Commission BACKGROUND The Salinas Valley Tourism and Visitor Bureau (SVTVB) was formed in 2008. The SVTVB is a non-profit, 501-C4 and was created to promote the region with a focus on the agricultural, viticultural, recreational and cultural assets of the City of Salinas and Salinas Valley. The SVTVB’s mission is to promote the exploration, discovery and experience of the natural riches that originate in the Salinas Valley and surrounding regions. In 2010 the State of California put out an RFP for any city, within the region, to compete for the 19th designation of a California Welcome Center. The cities of Gilroy (Gilroy Chamber of Commerce) and Monterey (Cannery Row Company) competed alongside the SVTVB to secure this coveted designation. Once the designation was secured by the SVTVB in January of 2011, a public-private coalition consisting of the City of Salinas, the Monterey Convention and Visitors Bureau, the cities of the Salinas Valley, the National Steinbeck Center Museum, Salinas Valley Chamber of Commerce, and local private business supported the creation of the California Welcome Center Salinas. Located at the heart of the Monterey Bay, one of the most historically significant areas in California, Salinas is the hub of the Central Coast. Native son and world-renowned author John Steinbeck recognized it as the “Pastures of Heaven” and his timeless works continue to attract international, national and local visitors to Salinas. Salinas boasts a tradition rich in cultural diversity, scenic vistas, agriculture, viticulture, the arts, attractions and special events. Our city can be at the forefront of the green economy and promotes sustainable eco-tourism. Situated at the crossroads of El Camino Real, Old Stage Road, the Pacific Coast Highway and along the Historic De Anza Trail, Salinas has always been the logical resting point for weary travelers. California Welcome Center Value California Welcome Center Inclusion within Visit California’s Consumer Marketing Content: • California Official State Visitor’s Guide and Travel Planner (CVG) o Feature, 2/3-page placement as regional resource (full CA map) o Call out on each regional map o A circulation of 500,000 copies distributed nationwide and to Canada o 425,000 digital copies being downloaded. o This exposure is valued at $200,000 per year in advertising 6 • California Official State Map o Premium placement on the back panel o The space is valued at $49,000 • California Road Trips o Welcome Centers are promoted throughout the publication o Promotion includes a listing providing contact information and directions o Advertising value of $26,000 o One million copies of this publication are distributed annually • California Welcome Centers Webpage o Individual pages for each center on VisitCalifornia.com o Included on each regional page o Included in various trip itineraries o The site receives an average of 1.8MM unique visits per month. California Welcome Center Consumer Behavior Impacts • Visitation o 1.6 million visitors in 2019 o 42% of visitors found the Welcome Center via highway signage o 30% of visitors found the Welcome Center through the visitors guide or website o Most motivating factors for consumers to visit a Welcome Center include § Exclusive Offers/Discounts § Interactive experiences on local interest/attractions § Interactive experiences on area history and culture • Visitor Impacts (2019 Study) o 60% of visitors learned something new about the area when visiting a center o 43% of visitors learned something new about California o 27% of visitors went on to visit an attraction featured at the center o 13% of visitors changed their travel plans following a visit to a center o 11% of visitors extended their stay in California § 1.4 extra nights in the area § 2.6 extra nights in California 1/9/23, 5:10 PM‘Valleys of Anza’ would use historic trail to expand tourism, tap revenue for social issues – Monterey Herald
By
JAMES HERRERA
|
[email protected]
| Monterey Herald
PUBLISHED:
January 9, 2023 at 2:55 p.m.
| UPDATED:
January 9, 2023 at 2:57 p.m.
The Anza Expedition of 1775-1776 came through Alta California in what is now Monterey County including Mission San Antonio de Padua established in 1771, the Salinas Valley along the Salinas River, over to Monterey and to the Carmel Mission – then only about six years old – through Salinas and on to the San Juan Bautista area 21 years before its mission was built. (James Herrera/Monterey Herald)
SALINAS – There’s an important historic story underfoot in the region that could be mined into an international
attraction, expanding tourism and hospitality while creating revenues to pay for social programs.
That’s the hope of Salinas Valley Tourism and Visitors Bureau Executive Director Craig Kaufman whose idea for a program called the Valleys of Anza could provide regional economic development by leveraging historic sites to attract tourists to the inland valleys of Monterey and San Benito counties.
BUSINESS
‘Valleys of Anza’ would use historic trail to expand tourism, tap revenue for social issues
In 1776, around the time of the American Revolution, Spanish Lieutenant Colonel Juan Bautista de Anza, leading a contingent of more than 240 men, women, and children for more than 1,800 miles, arrived to establish a settlement at San Francisco Bay. That expedition came through Alta California in what is now Monterey County including Mission San Antonio de Padua established in 1771, the Salinas Valley along the Salinas River, over to Monterey and the Carmel Mission – then only about six
years old – through Salinas and on to the San Juan Bautista area 21 years before its mission was built. “I’ve been for years trying to figure out what kind of story could be told on an international level that would bring
people to this part of (Monterey County),” said Kaufman.
The river was the lifeline for the diverse group of settlers, military escorts, and support workers of Spanish society
made up of Native American, African, and European heritages, and included about 1,000 head of livestock. The
expedition used the missions as stopping points along the way. 1/9/23, 5:10 PM‘Valleys of Anza’ would use historic trail to expand tourism, tap revenue for social issues – Monterey Herald
The Valleys of Anza program is the footprint of the San Antonio Valley, the Salinas Valley and the San Juan Valley where the Anza trail passed through the region. Kaufman points to a postcard he came across from 1906 urging tourists to come see Monterey County for its historic three nations of Spanish, Mexican and American cultures.
“That’s truly what I’m picking up on is trying to reinvigorate this and trying to show that this is how we initially became
a tourist attraction,” said Kaufman.
A 2015 study from Harvard University showed that in Monterey County, hospitality and tourism had the greatest
growth potential in accommodations and related services, and in cultural and educational entertainment, he said.
Kaufman believes the Anza program checks both of those boxes.
The Valleys of Anza program would incorporate assets that are underutilized in the region and create better circulation so that the over-tourism that occurs on the Monterey Peninsula, especially on the Big Sur coast, could be alleviated.
With the Anza Trail as the path, visitors could stay in accommodations at points along the trail in tiny house villages may be built in a Spanish-era theme, or camp out in grass huts based on what native peoples in the area lived in so
that there is a tourism experience based on the expedition. It incorporates mobile hospitality, with a social-distancing aspect built in for people who do not necessarily want to stay in a hotel environment.
The trail could be marketed using the detailed journals left by the Anza expedition that helped the National Park Service meticulously map out the path and stopping points, and will enable the telling of the Anza story
. The program could use augmented reality technology using smartphones in the natural settings that still exist along the trail as
backdrops.
“What we are able to do is create re-enactments based upon those stories,” said Kaufman.
The technology would help to tell the stories found in the detailed journals, and with the help of GPS, people could see what happened at that location during the Anza expedition. “You have the background that’s obviously live, but with these prerecorded vignettes telling the story of the Anza trail,”
said Kaufman.
The tours become self-guided either by car or by trail walks in multiple languages so there is no need for a crowded tour bus.
The idea has caught the attention of UC Berkeley’s College of Environmental Design. Its Masters of Urban Design program will present six draft strategies later this month for bringing tourism to the S
alinas and San Juan valleys to the stakeholders in the area including both Monterey and San Benito counties.
The Valleys of Anza program hopes to create new transient occupancy taxes with a portion being targeted to the development of new tiny home communities funded by a sustainable influx of revenue.
“If this model can work and we can start to get these villages up and running, we can now start to create new TOT for at-risk populations, or low-income, or teachers,” said Kaufman. “That’s the goal here and that’s where Berkeley comes
in.”
The mobile communities can deal with different aspects or population of homeless individuals that are paid for by TOT and does not impact general funds, yet deals with the problem.
Kaufman is hoping that after the MUD presentation that people come away with a sense of urgency. “We need to do something. If this is not the idea please come to the table with something because we’re in trouble,”
said Kaufman. “The urgency is in economic development and job creation, and in protecting the tourism industry.”
save the date:
january 18, 2023
12 noon - 5 pm
sponsored by:
csumb salinas city center
gallery I
1 main street
salinas, ca 93901
instagram.com/berkeley_mud/
presentations:
contact:
craig kaufman 831-261-3430
[email protected]
8305 Prunedale N. Rd, #7 Salinas, CA 93907 831-261-3430 [email protected] | soulofca.org BOARD OF DIRECTORS Colleen Bailey Ricky Cabrera Don Chapin, Jr. Sam Farr Kurt Gollnick Butch Lindley Brigid McGrath Massie John V. Narigi Matthew Ottone Warren Wayland REGIONAL ADVISORY COUNCIL Denise Estrada Krishna Patel Blanca Stransky EXECUTIVE DIRECTOR Craig Kaufman
1A Station Place Salinas, CA 93901
October 1, 2022 To: Michael Gomez, Economic Development Analyst, City of Salinas From: Craig Kaufman, Executive Director, Salinas Valley Tourism & Visitors Bureau Re: August 2022 Monthly Report We continue to be open following the guidelines of and with protocols put in place by the Monterey County Health Department to protect staff and visitors. In August we had an increase in onsite person visits to the Center compared to the previous month. The Monterey & Salinas Valley Railroad Museum board of directors held their meeting at the Heritage Center on August 9th. The Salinas Valley Chamber of Commerce co-hosted with Visit California Open House for a Chamber Mixer at the Heritage Center on August 25th. Visit California debuted “California Welcome Center Program, Bringing Businesses and Communities Together” which includes CWC Salinas in this video. Activity Summary: August 2022 3 phone calls; 0 request for information mailed, in person visitors 427 Social Media: Facebook: 889 likes / 912 follows Soul of CA Facebook: 4,250 likes / 4,550 follows Soul of CA Website: 1,853 users / 4,083 pageviews CWC specific page: 110 pageviews Visit California Website / CWC Salinas: 1.8MM unique visits per month (on average). CWC Salinas specific views: approx. 154 pageviews. 2 NEW LOCATION HIGHLIGHTS Southern Pacific Freight Depot Location On February 15, 2020, the California Welcome Center Salinas (CWCS) moved into the restored Southern Pacific Freight Building at 1A Station Place, Salinas from its 1213 North Davis Road location from which it had served the community for more than 8 years. This was the culmination of months of work by the City of Salinas to include the CWCS in the soon-to-be-completed Intermodal Transit Center where visitors will arrive by train, bus, and car. The depot, with more than 1,500 square feet, will house not only the CWCS, but also a cultural heritage museum that reflects the history, through photographs, displays and narratives, of the railroad’s impact on the Salinas Valley. The facility has 100 linear feet of brochure display space, 400 square feet for exhibitions, 400 square feet retail and 600 square feet of visitor amenities, and features an outdoor deck for visitors to rest, eat or wait for those coming to the area by train or bus. Oldtown Salinas CWCS is now within walking distance to Salinas City Center, the quaint and historic Main Street district of Salinas that has approximately 400 businesses including 34 restaurants, two wine tasting rooms, three galleries and many quaint boutiques, retail shops and tourist resources. The Steinbeck House Restaurant, National Steinbeck Center Museum and other visitor service businesses are all nearby. Fifteen hotel and motel properties are within a short walking or driving distance of less than half a mile, and bed and breakfasts are within minutes of the location. Proximity to Tourist Attractions As the hub of the Central Coast, Salinas is just a short distance away from all of the area’s attractions. The CWCS is still not far from the Boronda History Center—a National Historic Landmark adobe house built in 1844. It is within walking distance of the National Steinbeck Center Museum and Steinbeck House Restaurant (John Steinbeck’s boyhood home). It is two miles from the Salinas Sports Complex, home of the California Rodeo and Museum. CWCS is 15 minutes (seven miles) away from the River Road Wine Trail where visitors can taste award-winning wines. It is 13 miles via Highway 68 to WeatherTech Raceway Laguna Seca where national events such as the MotoGP, Sea Otter Classic and Monterey Historic Automobile Races are held. It is a scenic 20-mile drive from the CWCS to the city of Monterey, home of the Monterey Bay Aquarium on Cannery Row, Fisherman’s Wharf, many historic adobes, some part of the California State Parks system, and approximately 23 miles to the Monterey Peninsula attractions of 17-Mile Drive, Carmel-by-the- Sea and Pebble Beach. Point Lobos and Big Sur are nearby, six to 26 miles further south from Monterey on California State Route 1. Other attractions within a short driving distance are 3 Monterey Wine Country vineyards, wineries and tasting rooms; Pinnacles National Park; Missions Carmel, San Juan Bautista and Soledad (Mission San Antonio is 67 miles from Salinas); Gilroy Gardens and the Outlet Mall in Gilroy; Roaring Camp Railroad in Felton; the Santa Cruz Beach Boardwalk; the Tech Museum and Winchester Mystery House in San Jose. Travel Services The CWCS provides directions, maps and suggestions on things to see and do in our area and statewide, distributing brochures, guided walking tour maps of historic downtown areas, attraction ticket sales and concierge services. The CWCS offers referrals to local tours, guides, and contacts local and out-of-the-area hotels and restaurants for reservations on behalf of visitors. The CWCS provides free maps, printed directions, smart phone directions, and 1-7-day itineraries for visitors who wish to explore on their own. For self-service room reservations, there is direct access to the California Welcome Center website at visitcwc.com to obtain reservations locally and statewide. Free, high-speed internet access is available for visitors. Visitor Brochures and Information The CWCS has racks displaying Salinas and Monterey County information from Certified showcasing Visit California branding, to fit our floor plan. Brochures include tri-county and statewide information and California attractions arranged by region. The brochure racks are maintained and filled on a regularly scheduled basis by Certified Folder. The CWCS solicits to receive and distribute brochures and guides from area attractions. The California Welcome Center features a digital signage, plus video of local and statewide information. Free area maps and printed directions are available to all visitors in the Center. The parking lot holds 110 car spaces, two handicapped spaces and four RV and bus spaces. In addition, there are contiguous lots offering 280 spaces, with 18 handicapped spaces. Upwards of 2,200 parking spaces are available at the Center over-all. Direct Sales The CWCS sells a wide variety of merchandise that relates to Salinas, John Steinbeck and local history. The store focuses on art and products made locally by local artists and is committed to providing an authentic souvenir experience. The CWCS retail items include: • Apparel (sweatshirts, t-shirts and hats) • Books highlighting local history and agriculture • Salinas branded reusable coffee mugs and recycled tote bags (featuring vintage Salinas agriculture companies) • Bumper stickers • Children’s books and agricultural related toys • Cookbooks • Key chains • Magnets • Maps and guidebooks for the area These items benefit the traveler by providing authentic mementos from their trip to the area, as well as activities they can enjoy on their travels throughout California. The CWCS does business with a variety of local vendors as well as producing its own souvenirs in partnership with local businesses. Pricing is 4 competitive with other establishments. The CWCS has popular items featuring the California State brand, including those that promote statewide California travel: • Apparel such as California Bear Flag t-shirts • Coloring books (Discover California) • Maps (California, whole state and separate sections) • Stickers (CA, CA Flag, and USA) and patches (CA Flag) • California magnets • California key chains Displays and Exhibits As a tenant in the City of Salinas’ oldest commercial building still in existence, the CWCS, in addition to meeting its contract obligations as a California Welcome Center, will also be a cultural heritage museum, showcasing the history of the Southern Pacific Railroad, Salinas Valley agriculture and local history. Restroom Facilities and ADA The CWCS features two ADA compliant restroom facilities; each restroom has one ADA compliant commode and one sink. Changing stations in each restroom signify a family-friendly atmosphere. Parking Facilities The CWCS facility at the Intermodal Transit Center has ample free parking for visitors in cars, vans, busses or RVs. ECONOMIC DEVELOPMENT The CWCS draws support from the City of Salinas, the Salinas Valley cities, local agricultural businesses, attractions, foundations, and the Salinas Valley Tourism and Visitors Bureau. Designation as the 19th California Welcome Center has had a positive effect on local tours and retail store sales, resulting in additional revenue to compensate for any incremental expenses. The CWCS enjoys broad support in our community and the Monterey Bay region with diverse sponsorship opportunities. With the monies provided by the TID and support from the City of Salinas, the SVTVB has created and executed programs with the sole purpose of promoting the City of Salinas as well as the Salinas Valley as a destination and increasing tourism, which will subsequently generate revenue and support the development of new jobs. The CWCS is already supporting job creation through the State of California’s infusion of $100 million1 annually into the promotion of tourism for the state of California and through the Welcome Center network. Since every $109,000 in visitor spending = 1 job2, the installation of the CWCS greatly increases the area’s capacity to create jobs. The CWCS also is generating additional tax revenue by the average spend of a visitor that comes into the Center. A visitor will spend an average of $397 per day3 in the area. AVG 5K VISITORS X $3973 5 2 MM DOLLARS OF ECONOMIC LIFT TO THE REGION NEW RETAIL SALES TAX EQUALS 2MM X 1% $20K PER YEAR OF ADDITIONAL TAX REVENUE 1 Source: California Travel & Tourism Commission, 06.26.14 2 Source: Dean Runyan Associates 3 Source: California Travel & Tourism Commission BACKGROUND The Salinas Valley Tourism and Visitor Bureau (SVTVB) was formed in 2008. The SVTVB is a non-profit, 501-C4 and was created to promote the region with a focus on the agricultural, viticultural, recreational and cultural assets of the City of Salinas and Salinas Valley. The SVTVB’s mission is to promote the exploration, discovery and experience of the natural riches that originate in the Salinas Valley and surrounding regions. In 2010 the State of California put out an RFP for any city, within the region, to compete for the 19th designation of a California Welcome Center. The cities of Gilroy (Gilroy Chamber of Commerce) and Monterey (Cannery Row Company) competed alongside the SVTVB to secure this coveted designation. Once the designation was secured by the SVTVB in January of 2011, a public-private coalition consisting of the City of Salinas, the Monterey Convention and Visitors Bureau, the cities of the Salinas Valley, the National Steinbeck Center Museum, Salinas Valley Chamber of Commerce, and local private business supported the creation of the California Welcome Center Salinas. Located at the heart of the Monterey Bay, one of the most historically significant areas in California, Salinas is the hub of the Central Coast. Native son and world-renowned author John Steinbeck recognized it as the “Pastures of Heaven” and his timeless works continue to attract international, national and local visitors to Salinas. Salinas boasts a tradition rich in cultural diversity, scenic vistas, agriculture, viticulture, the arts, attractions and special events. Our city can be at the forefront of the green economy and promotes sustainable eco-tourism. Situated at the crossroads of El Camino Real, Old Stage Road, the Pacific Coast Highway and along the Historic De Anza Trail, Salinas has always been the logical resting point for weary travelers. California Welcome Center Value California Welcome Center Inclusion within Visit California’s Consumer Marketing Content: • California Official State Visitor’s Guide and Travel Planner (CVG) o Feature, 2/3-page placement as regional resource (full CA map) o Call out on each regional map o A circulation of 500,000 copies distributed nationwide and to Canada o 425,000 digital copies being downloaded. o This exposure is valued at $200,000 per year in advertising 6 • California Official State Map o Premium placement on the back panel o The space is valued at $49,000 • California Road Trips o Welcome Centers are promoted throughout the publication o Promotion includes a listing providing contact information and directions o Advertising value of $26,000 o One million copies of this publication are distributed annually • California Welcome Centers Webpage o Individual pages for each center on VisitCalifornia.com o Included on each regional page o Included in various trip itineraries o The site receives an average of 1.8MM unique visits per month. California Welcome Center Consumer Behavior Impacts • Visitation o 1.6 million visitors in 2019 o 42% of visitors found the Welcome Center via highway signage o 30% of visitors found the Welcome Center through the visitors guide or website o Most motivating factors for consumers to visit a Welcome Center include § Exclusive Offers/Discounts § Interactive experiences on local interest/attractions § Interactive experiences on area history and culture • Visitor Impacts (2019 Study) o 60% of visitors learned something new about the area when visiting a center o 43% of visitors learned something new about California o 27% of visitors went on to visit an attraction featured at the center o 13% of visitors changed their travel plans following a visit to a center o 11% of visitors extended their stay in California § 1.4 extra nights in the area § 2.6 extra nights in California
8305 Prunedale N. Rd, #7 Salinas, CA 93907 831-261-3430 [email protected] | soulofca.org BOARD OF DIRECTORS Colleen Bailey Ricky Cabrera Don Chapin, Jr. Sam Farr Kurt Gollnick Butch Lindley Brigid McGrath Massie John V. Narigi Matthew Ottone Warren Wayland REGIONAL ADVISORY COUNCIL Denise Estrada Krishna Patel Blanca Stransky EXECUTIVE DIRECTOR Craig Kaufman
1A Station Place Salinas, CA 93901
October 1, 2022 To: Michael Gomez, Economic Development Analyst, City of Salinas From: Craig Kaufman, Executive Director, Salinas Valley Tourism & Visitors Bureau Re: September 2022 Monthly Report We continue to be open following the guidelines of and with protocols put in place by the Monterey County Health Department to protect staff and visitors. In September we had an increase in onsite person visits to the Center compared to the previous month. The Monterey & Salinas Valley Railroad Museum board of directors held their meeting at the Heritage Center on September 13th. The Salinas Valley Chamber of Commerce co-hosted with SVTVB for our ribbon cutting event marking the 150th Anniversary of the Groundbreaking of the Southern Pacific Freight Depot on September 3, 1872. The Monterey County Farm Bureau held their Annual Meeting of Members on September 15th at the Heritage Center. Activity Summary: September 2022 5 phone calls; 0 request for information mailed, in person visitors 693 Social Media: Facebook: 936 likes / 985 follows Soul of CA Facebook: 4,276 likes / 4,601 follows Soul of CA Website: 1,711 users / 3,120 pageviews CWC specific page: 121 pageviews Visit California Website / CWC Salinas: 1.8MM unique visits per month (on average). CWC Salinas specific views: approx. 154 pageviews. 2 NEW LOCATION HIGHLIGHTS Southern Pacific Freight Depot Location On February 15, 2020, the California Welcome Center Salinas (CWCS) moved into the restored Southern Pacific Freight Building at 1A Station Place, Salinas from its 1213 North Davis Road location from which it had served the community for more than 8 years. This was the culmination of months of work by the City of Salinas to include the CWCS in the soon-to-be-completed Intermodal Transit Center where visitors will arrive by train, bus, and car. The depot, with more than 1,500 square feet, will house not only the CWCS, but also a cultural heritage museum that reflects the history, through photographs, displays and narratives, of the railroad’s impact on the Salinas Valley. The facility has 100 linear feet of brochure display space, 400 square feet for exhibitions, 400 square feet retail and 600 square feet of visitor amenities, and features an outdoor deck for visitors to rest, eat or wait for those coming to the area by train or bus. Oldtown Salinas CWCS is now within walking distance to Salinas City Center, the quaint and historic Main Street district of Salinas that has approximately 400 businesses including 34 restaurants, two wine tasting rooms, three galleries and many quaint boutiques, retail shops and tourist resources. The Steinbeck House Restaurant, National Steinbeck Center Museum and other visitor service businesses are all nearby. Fifteen hotel and motel properties are within a short walking or driving distance of less than half a mile, and bed and breakfasts are within minutes of the location. Proximity to Tourist Attractions As the hub of the Central Coast, Salinas is just a short distance away from all of the area’s attractions. The CWCS is still not far from the Boronda History Center—a National Historic Landmark adobe house built in 1844. It is within walking distance of the National Steinbeck Center Museum and Steinbeck House Restaurant (John Steinbeck’s boyhood home). It is two miles from the Salinas Sports Complex, home of the California Rodeo and Museum. CWCS is 15 minutes (seven miles) away from the River Road Wine Trail where visitors can taste award-winning wines. It is 13 miles via Highway 68 to WeatherTech Raceway Laguna Seca where national events such as the MotoGP, Sea Otter Classic and Monterey Historic Automobile Races are held. It is a scenic 20-mile drive from the CWCS to the city of Monterey, home of the Monterey Bay Aquarium on Cannery Row, Fisherman’s Wharf, many historic adobes, some part of the California State Parks system, and approximately 23 miles to the Monterey Peninsula attractions of 17-Mile Drive, Carmel-by-the- Sea and Pebble Beach. Point Lobos and Big Sur are nearby, six to 26 miles further south from Monterey on California State Route 1. Other attractions within a short driving distance are 3 Monterey Wine Country vineyards, wineries and tasting rooms; Pinnacles National Park; Missions Carmel, San Juan Bautista and Soledad (Mission San Antonio is 67 miles from Salinas); Gilroy Gardens and the Outlet Mall in Gilroy; Roaring Camp Railroad in Felton; the Santa Cruz Beach Boardwalk; the Tech Museum and Winchester Mystery House in San Jose. Travel Services The CWCS provides directions, maps and suggestions on things to see and do in our area and statewide, distributing brochures, guided walking tour maps of historic downtown areas, attraction ticket sales and concierge services. The CWCS offers referrals to local tours, guides, and contacts local and out-of-the-area hotels and restaurants for reservations on behalf of visitors. The CWCS provides free maps, printed directions, smart phone directions, and 1-7-day itineraries for visitors who wish to explore on their own. For self-service room reservations, there is direct access to the California Welcome Center website at visitcwc.com to obtain reservations locally and statewide. Free, high-speed internet access is available for visitors. Visitor Brochures and Information The CWCS has racks displaying Salinas and Monterey County information from Certified showcasing Visit California branding, to fit our floor plan. Brochures include tri-county and statewide information and California attractions arranged by region. The brochure racks are maintained and filled on a regularly scheduled basis by Certified Folder. The CWCS solicits to receive and distribute brochures and guides from area attractions. The California Welcome Center features a digital signage, plus video of local and statewide information. Free area maps and printed directions are available to all visitors in the Center. The parking lot holds 110 car spaces, two handicapped spaces and four RV and bus spaces. In addition, there are contiguous lots offering 280 spaces, with 18 handicapped spaces. Upwards of 2,200 parking spaces are available at the Center over-all. Direct Sales The CWCS sells a wide variety of merchandise that relates to Salinas, John Steinbeck and local history. The store focuses on art and products made locally by local artists and is committed to providing an authentic souvenir experience. The CWCS retail items include: • Apparel (sweatshirts, t-shirts and hats) • Books highlighting local history and agriculture • Salinas branded reusable coffee mugs and recycled tote bags (featuring vintage Salinas agriculture companies) • Bumper stickers • Children’s books and agricultural related toys • Cookbooks • Key chains • Magnets • Maps and guidebooks for the area These items benefit the traveler by providing authentic mementos from their trip to the area, as well as activities they can enjoy on their travels throughout California. The CWCS does business with a variety of local vendors as well as producing its own souvenirs in partnership with local businesses. Pricing is 4 competitive with other establishments. The CWCS has popular items featuring the California State brand, including those that promote statewide California travel: • Apparel such as California Bear Flag t-shirts • Coloring books (Discover California) • Maps (California, whole state and separate sections) • Stickers (CA, CA Flag, and USA) and patches (CA Flag) • California magnets • California key chains Displays and Exhibits As a tenant in the City of Salinas’ oldest commercial building still in existence, the CWCS, in addition to meeting its contract obligations as a California Welcome Center, will also be a cultural heritage museum, showcasing the history of the Southern Pacific Railroad, Salinas Valley agriculture and local history. Restroom Facilities and ADA The CWCS features two ADA compliant restroom facilities; each restroom has one ADA compliant commode and one sink. Changing stations in each restroom signify a family-friendly atmosphere. Parking Facilities The CWCS facility at the Intermodal Transit Center has ample free parking for visitors in cars, vans, busses or RVs. ECONOMIC DEVELOPMENT The CWCS draws support from the City of Salinas, the Salinas Valley cities, local agricultural businesses, attractions, foundations, and the Salinas Valley Tourism and Visitors Bureau. Designation as the 19th California Welcome Center has had a positive effect on local tours and retail store sales, resulting in additional revenue to compensate for any incremental expenses. The CWCS enjoys broad support in our community and the Monterey Bay region with diverse sponsorship opportunities. With the monies provided by the TID and support from the City of Salinas, the SVTVB has created and executed programs with the sole purpose of promoting the City of Salinas as well as the Salinas Valley as a destination and increasing tourism, which will subsequently generate revenue and support the development of new jobs. The CWCS is already supporting job creation through the State of California’s infusion of $100 million1 annually into the promotion of tourism for the state of California and through the Welcome Center network. Since every $109,000 in visitor spending = 1 job2, the installation of the CWCS greatly increases the area’s capacity to create jobs. The CWCS also is generating additional tax revenue by the average spend of a visitor that comes into the Center. A visitor will spend an average of $397 per day3 in the area. AVG 5K VISITORS X $3973 5 2 MM DOLLARS OF ECONOMIC LIFT TO THE REGION NEW RETAIL SALES TAX EQUALS 2MM X 1% $20K PER YEAR OF ADDITIONAL TAX REVENUE 1 Source: California Travel & Tourism Commission, 06.26.14 2 Source: Dean Runyan Associates 3 Source: California Travel & Tourism Commission BACKGROUND The Salinas Valley Tourism and Visitor Bureau (SVTVB) was formed in 2008. The SVTVB is a non-profit, 501-C4 and was created to promote the region with a focus on the agricultural, viticultural, recreational and cultural assets of the City of Salinas and Salinas Valley. The SVTVB’s mission is to promote the exploration, discovery and experience of the natural riches that originate in the Salinas Valley and surrounding regions. In 2010 the State of California put out an RFP for any city, within the region, to compete for the 19th designation of a California Welcome Center. The cities of Gilroy (Gilroy Chamber of Commerce) and Monterey (Cannery Row Company) competed alongside the SVTVB to secure this coveted designation. Once the designation was secured by the SVTVB in January of 2011, a public-private coalition consisting of the City of Salinas, the Monterey Convention and Visitors Bureau, the cities of the Salinas Valley, the National Steinbeck Center Museum, Salinas Valley Chamber of Commerce, and local private business supported the creation of the California Welcome Center Salinas. Located at the heart of the Monterey Bay, one of the most historically significant areas in California, Salinas is the hub of the Central Coast. Native son and world-renowned author John Steinbeck recognized it as the “Pastures of Heaven” and his timeless works continue to attract international, national and local visitors to Salinas. Salinas boasts a tradition rich in cultural diversity, scenic vistas, agriculture, viticulture, the arts, attractions and special events. Our city can be at the forefront of the green economy and promotes sustainable eco-tourism. Situated at the crossroads of El Camino Real, Old Stage Road, the Pacific Coast Highway and along the Historic De Anza Trail, Salinas has always been the logical resting point for weary travelers. California Welcome Center Value California Welcome Center Inclusion within Visit California’s Consumer Marketing Content: • California Official State Visitor’s Guide and Travel Planner (CVG) o Feature, 2/3-page placement as regional resource (full CA map) o Call out on each regional map o A circulation of 500,000 copies distributed nationwide and to Canada o 425,000 digital copies being downloaded. o This exposure is valued at $200,000 per year in advertising 6 • California Official State Map o Premium placement on the back panel o The space is valued at $49,000 • California Road Trips o Welcome Centers are promoted throughout the publication o Promotion includes a listing providing contact information and directions o Advertising value of $26,000 o One million copies of this publication are distributed annually • California Welcome Centers Webpage o Individual pages for each center on VisitCalifornia.com o Included on each regional page o Included in various trip itineraries o The site receives an average of 1.8MM unique visits per month. California Welcome Center Consumer Behavior Impacts • Visitation o 1.6 million visitors in 2019 o 42% of visitors found the Welcome Center via highway signage o 30% of visitors found the Welcome Center through the visitors guide or website o Most motivating factors for consumers to visit a Welcome Center include § Exclusive Offers/Discounts § Interactive experiences on local interest/attractions § Interactive experiences on area history and culture • Visitor Impacts (2019 Study) o 60% of visitors learned something new about the area when visiting a center o 43% of visitors learned something new about California o 27% of visitors went on to visit an attraction featured at the center o 13% of visitors changed their travel plans following a visit to a center o 11% of visitors extended their stay in California § 1.4 extra nights in the area § 2.6 extra nights in California Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 12/19/22 Page 1 of 7
Daily Visitor CountDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Week 1 49 27 24 19 10 71 63
Week 2 16 12 10 14 62 28
Week 3 39 6 5 49 8 18
Week 4 36 3 10 12 11 3 605
Actual Count is 621
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Week 1
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Week 3
Week 4 1
Material Distributed (New)Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *For new material distributed submit sample Week 1
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Week 3
Week 4 0
Social Media Posts PostedDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Provide Title and Date Week 1 See below.
Week 2
Week 3
Week 4 51
Met with Hotel OperatorsDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Name of Hotels/Motel Week 1
Week 2
Week 3
Week 4 0
Special events HostedDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Event Name and Date Week 1
Pinnacles Gateway
Partners Tour & Meeting
10/3/22
Spreckels School
Field Trip, 3rd
grade 10/6/22
Spreckels
School Field
Trip, 3rd grade
10/7/22
Week 2
MSVRR Board Meeting
10/11/22
Monterey Park
School Field Trip, 3rd
grade 10/13/22
Monterey Park
School Field Trip,
3rd grade
10/14/22
Delta Kappa
Gama Tour Group
10/15/22
Week 3
Horseless Carriage Club
Tour Group 10/19/22
October 2022 Report
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 12/19/22 Page 2 of 7
Week 4 8
Total number of page views
to the CWC's website
Google Analytics-see next
page-Screenshot #1
86 Total number of page
views to the Soul of CA
website? Google
Analytics- see next page-
Screenshot #2 4059
Any highlights/Additional Comments:
Screenshot #1
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Materials Distributed-Tracking individual brochures and stopping each guest to count was not performed. Health and safety issues concerns due to the COVID pandemic and transmission of other respiratory viruses.
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 12/19/22 Page 3 of 7
Social Media Posts- Title & Date List
California Welcome Center, Salinas: 42 Posts in October 2022
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 12/19/22 Page 4 of 7
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 12/19/22 Page 5 of 7
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 12/19/22 Page 6 of 7
Social Media Posts- Title & Date List
Soul of CA: 9 Posts in October 2022
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 12/19/22 Page 7 of 7
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 12/19/22 Page 1 of 5
Daily Visitor CountDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Week 1 10 29 10 3 15 7
Week 2 2 10 9 2 15 4
Week 3 7 14 51 13 15 15
Week 4 14 10 19 8 12 294
Actual Count is 297
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Week 4 1
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Week 4 0
Social Media Posts PostedDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Provide Title and Date Week 1 See below.
Week 2
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Week 4 39
Met with Hotel OperatorsDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Name of Hotels/Motel Week 1
Week 2
Week 3
Week 4 0
Special events HostedDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Event Name and Date Week 1
UC Berkeley MUD Class
presentations with
Stakeholders. 11/2/22
Week 2
Week 3
Monterey County Office
of Education Tour
Group & TAMC / Santa
Cruz County Chamber of
Commerce Tour Group.
11/17/22
Hertiage Park
Stakeholders
Meeting 11/18/22
November 2022 Report
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 12/19/22 Page 2 of 5
Week 4 3
Total number of page views
to the CWC's website
Google Analytics-see next
page-Screenshot #1
53 Total number of page
views to the Soul of CA
website? Google
Analytics- see next page-
Screenshot #2 2319
Any highlights/Additional Comments:
Screenshot #1
Screenshot #2
Materials Distributed-Tracking individual brochures and stopping each guest to count was not performed. Health and safety issues concerns due to the COVID pandemic and transmission of other respiratory viruses.
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 12/19/22 Page 3 of 5
Social Media Posts- Title & Date List
California Welcome Center, Salinas: 31 Posts in November 2022
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 12/19/22 Page 4 of 5
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 12/19/22 Page 5 of 5
Social Media Posts- Title & Date List
Soul of CA: 8 Posts in November 2022
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 2/27/23 Page 1 of 6
Daily Visitor Count Day 1 Day 2 Day 3 Day 4 Day 5 Day 6Day 7 Week 1 2 6 14 5 2 4
Week 2 10 3 2 2 5 53
Week 3 2 3 3 6 9 6
Week 4 3 10 1 3 3 15 172
Material Distributed (Standard) Day 1 Day 2 Day 3 Day 4 Day 5 Day 6Day 7 Week 1
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CommentsWeek 2
Week 3
Week 4
Material Distributed (New) Day 1 Day 2 Day 3 Day 4 Day 5 Day 6Day 7 *For new material distributed submit sample Week 1
See below-
Additional
CommentsWeek 2
Week 3
Week 4 0
Social Media Posts Posted Day 1 Day 2 Day 3 Day 4 Day 5 Day 6Day 7 *Provide Title and Date Week 1 See below.
Week 2
Week 3
Week 4 24
Met with Hotel Operators Day 1 Day 2 Day 3 Day 4 Day 5 Day 6Day 7 *Name of Hotels/Motel Week 1
Week 2
Week 3
Week 4 0
Special events Hosted Day 1 Day 2 Day 3 Day 4 Day 5 Day 6Day 7 *Event Name and Date December 2022 Report
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 2/27/23 Page 2 of 6
Week 1
12/3 Korean
TV interview
about the
Center and the
Salinas Valley.
https://www.k
tv.go.kr/progr
am/home/PG2
150012D/cont
ent/667102
Week 2
Good Times
Travel, Fountain
Valley, CA.
Requested tour
of the Heritage
Center.
12/14/22
Week 3
MSVRR Board
Meeting
12/20/22Week 4 3
Total number of page views to the CWC's website Google Analytics- see next page-Screenshot #1
104
Total number
of page views
to the Soul of
CA website?
Google
Analytics- see 1948
Any highlights/Additional Comments:
Screenshot #1
Materials Distributed-Tracking individual brochures and stopping each guest to count was not performed. Health and safety issues concerns due to the COVID pandemic and transmission of other respiratory viruses.
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 2/27/23 Page 3 of 6
Screenshot #2
Social Media Posts- Title & Date List
California Welcome Center, Salinas: 14 Posts in December 2022
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 2/27/23 Page 4 of 6
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 2/27/23 Page 5 of 6
Social Media Posts- Title & Date List
Soul of CA: 10 Posts in Decemberr 2022
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 2/27/23 Page 6 of 6
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 2/27/23 Page 1 of 4
Daily Visitor CountDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Week 1 6 8 3 7 17
Week 2 2 4 3 5 2
Week 3 4 8 6 8 1 8
Week 4 3 1 2 13 1 5 5 122
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(Standard)
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Week 1
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Comments
Week 2
Week 3
Week 4
Material Distributed (New)Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *For new material distributed submit sample Week 1
See below-Additional
Comments
Week 2
Week 3
Week 4 0
Social Media Posts PostedDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Provide Title and Date Week 1 See below.
Week 2
Week 3
Week 4 18
Met with Hotel OperatorsDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Name of Hotels/Motel Week 1
Week 2
Week 3
Week 4 0
Special events HostedDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Event Name and Date Week 1
Week 2
Week 3
January 18th- SVTVB &
UC Berkeley
Presentations - see
attachment
Week 4 1
Janurary 2023 Report
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 2/27/23 Page 2 of 4
Total number of page views
to the CWC's website
Google Analytics-see next
page-Screenshot #1
135
Total number of page
views to the Soul of CA
website? Google
Analytics- see next page-
Screenshot #2 5446
Note: January 2023 Heavy rains throughout the region with road closures and local flooding along the Salinas River.
Any highlights/Additional Comments:
Screenshot #1
Screenshot #2
Materials Distributed-Tracking individual brochures and stopping each guest to count was not performed. Health and safety issues concerns due to the COVID pandemic and transmission of other respiratory viruses.
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 2/27/23 Page 3 of 4
Social Media Posts- Title & Date List
California Welcome Center, Salinas: 9 Posts in January 2023
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 2/27/23 Page 4 of 4
Social Media Posts- Title & Date List
Soul of CA: 9 Posts in January 2023
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 4/5/23 Page 1 of 4
Daily Visitor CountDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Week 1 18 3 5 13 5 3 5
Week 2 2 3 3 2 9 8 9
Week 3 12 4 3 3 70 4 2
Week 4 4 9 199
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(Standard)
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Week 1
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Week 2
Week 3
Week 4
Material Distributed (New)Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *For new material distributed submit sample Week 1
See below-Additional
Comments
Week 2
Week 3
Week 4 0
Social Media Posts PostedDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Provide Title and Date Week 1 See below.
Week 2
Week 3
Week 4 12
Met with Hotel OperatorsDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Name of Hotels/Motel Week 1
Week 2
Week 3
Week 4 0
Special events HostedDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Event Name and Date Week 1
Week 2
Week 3
Week 4 0
Total number of page views
to the CWC's website
Google Analytics-see next
page-Screenshot #1
110
Total number of page
views to the Soul of CA
website? Google
Analytics- see next page-
Screenshot #2 1,241
February 2023 Report
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 4/5/23 Page 2 of 4
Any highlights/Additional Comments:
Screenshot #1
Screenshot #2
Materials Distributed-Tracking individual brochures and stopping each guest to count was not performed. Health and safety issues concerns due to the COVID pandemic and transmission of other respiratory viruses.
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 4/5/23 Page 3 of 4
Social Media Posts- Title & Date List
California Welcome Center, Salinas: 4 Posts in February 2023 Social Media Posts- Title & Date List
Soul of CA: 8 Posts in February 2023
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 4/5/23 Page 4 of 4
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 4/5/23 Page 1 of 4
Daily Visitor CountDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Week 1 7 4 8 19 7 1 6
Week 2 5 5 13 7 2 3 17
Week 3 11 4 10 12 8 9 16
Week 4 3 4 6 11 198
Material Distributed
(Standard)
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
Week 1
See below-Additional
Comments
Week 2
Week 3
Week 4
Material Distributed (New)Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *For new material distributed submit sample Week 1
See below-Additional
Comments
Week 2
Week 3
Week 4 0
Social Media Posts PostedDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Provide Title and Date Week 1 See below.
Week 2
Week 3
Week 4 16
Met with Hotel OperatorsDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Name of Hotels/Motel Week 1
Week 2
Week 3
Week 4 0
Special events HostedDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Event Name and Date Week 1
Week 2
Week 3
Week 4 0
Total number of page views
to the CWC's website
Google Analytics-see next
page-Screenshot #1
101
Total number of page
views to the Soul of CA
website? Google
Analytics- see next page-
Screenshot #2 1411
March 2023 Report
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 4/5/23 Page 2 of 4
Any highlights/Additional Comments:
Screenshot #1
Screenshot #2
Materials Distributed-Tracking individual brochures and stopping each guest to count was not performed. Health and safety issues concerns due to the COVID pandemic and transmission of other respiratory viruses.
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 4/5/23 Page 3 of 4
Social Media Posts- Title & Date List
California Welcome Center, Salinas: 8 Posts in March 2023 Social Media Posts- Title & Date List
Soul of CA: 8 Posts in March 2023
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 4/5/23 Page 4 of 4
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 6/9/23 Page 1 of 4
Daily Visitor CountDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Week 1 38 11 14 93 4 12 9
Week 2 8 6 70 7 16 4 14
Week 3 0 63 16 11 6 3 4
Week 4 55 95 4 563
Material Distributed
(Standard)
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
Week 1
See below-Additional
Comments
Week 2
Week 3
Week 4
Material Distributed (New)Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *For new material distributed submit sample Week 1
See below-Additional
Comments
Week 2
Week 3
Week 4 0
Social Media Posts PostedDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Provide Title and Date Week 1 See below.
Week 2
Week 3
Week 4
Met with Hotel OperatorsDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Name of Hotels/Motel Week 1
Week 2
Week 3
Week 4 0
Special events HostedDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Event Name and Date Week 1
4/6 Laurel Wood
Elementary
Week 2
4/13 Kammann
Elementary
4/21 Salinas
Virtual Academy
Week 3
4/20 Kammann
Elementary
4/22 Toro Park Elementary
Week 4
4/27 Toro Park
Elementary
4/28 Ag Knowledge Tour
Group & Toro Park
Elementary 7
April 2023 Report
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 6/9/23 Page 2 of 4
Total number of page views
to the CWC's website
Google Analytics-see next
page-Screenshot #1
135
Total number of page
views to the Soul of CA
website? Google
Analytics- see next page-
Screenshot #2 2559
Any highlights/Additional Comments:
Screenshot #1
Screenshot #2
Materials Distributed-Tracking individual brochures and stopping each guest to count was not performed. Health and safety issues concerns due to the COVID pandemic and transmission of other respiratory viruses.
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 6/9/23 Page 3 of 4
Social Media Posts- Title & Date List
California Welcome Center, Salinas: 3 Posts in April 2023 Social Media Posts- Title & Date List
Soul of CA: 8 Posts in April 2023
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 6/9/23 Page 4 of 4
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 6/9/23 Page 1 of 4
Daily Visitor CountDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Week 1 3 2 5 47 50 25 4
Week 2 12 6 6 95 19 12 6
Week 3 5 70 54 15 17 10 15
Week 4 10 16 6 19 3 7 539
Material Distributed
(Standard)
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
Week 1
See below-Additional
Comments
Week 2
Week 3
Week 4
Material Distributed (New)Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *For new material distributed submit sample Week 1
See below-Additional
Comments
Week 2
Week 3
Week 4 0
Social Media Posts PostedDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Provide Title and Date Week 1 See below.
Week 2
Week 3
Week 4
Met with Hotel OperatorsDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Name of Hotels/Motel Week 1
Week 2
Week 3
Week 4 0
Special events HostedDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Event Name and Date Week 1
5/4 New Republic
Elementary
5/5 New Republic
Elementary
Week 2
5/12 La Jolla
Elementary
Week 3
5/18 Boronda Meadows
Elementary
5/19 Boronda Meadows
Elementary
Week 4 5
May 2023 Report
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 6/9/23 Page 2 of 4
Total number of page views
to the CWC's website
Google Analytics-see next
page-Screenshot #1
87 Total number of page
views to the Soul of CA
website? Google
Analytics- see next page-
Screenshot #2 2654
Any highlights/Additional Comments:
Screenshot #1
Screenshot #2
Materials Distributed-Tracking individual brochures and stopping each guest to count was not performed. Health and safety issues concerns due to the COVID pandemic and transmission of other respiratory viruses.
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 6/9/23 Page 3 of 4
Social Media Posts- Title & Date List
California Welcome Center, Salinas: 8 Posts in March 2023 Social Media Posts- Title & Date List
Soul of CA: 9 Posts in May 2023
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 6/9/23 Page 4 of 4
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 7/24/23 Page 1 of 4
Daily Visitor CountDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Week 1 1 5 36 17 10 8 12
Week 2 9 21 6 18 11 9 17
Week 3 24 8 7 8 5 4 16
Week 4 15 9 38 18 12 344
Material Distributed
(Standard)
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
Week 1
See below-Additional
Comments
Week 2
Week 3
Week 4
Material Distributed (New)Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *For new material distributed submit sample Week 1
See below-Additional
Comments
Week 2
Week 3
Week 4 0
Social Media Posts PostedDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Provide Title and Date Week 1 See below.
Week 2
Week 3
Week 4
Met with Hotel OperatorsDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Name of Hotels/Motel Week 1
Week 2
Week 3
Week 4 0
Special events HostedDay 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 *Event Name and Date Week 1
Heritage Park Open
House
Week 2
Week 3
Host MSVVR Board
Meeting
Week 4 "I-55" Club - tour 3
June 2023 Report
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 7/24/23 Page 2 of 4
Total number of page views
to the CWC's website
Google Analytics-see next
page-Screenshot #1
96 Total number of page
views to the Soul of CA
website? Google
Analytics- see next page-
Screenshot #2 3582
Any highlights/Additional Comments:
Screenshot #1
Screenshot #2
Materials Distributed-Tracking individual brochures and stopping each guest to count was not performed. Health and safety issues concerns due to the COVID pandemic and transmission of other respiratory viruses.
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 7/24/23 Page 3 of 4
Social Media Posts- Title & Date List
California Welcome Center, Salinas: 3 Posts in June 2023 Social Media Posts- Title & Date List
Soul of CA: 9 Posts in June 2023
Submitted by: Craig Kaufman Salinas Valley Tourism Visitors Bureau Report Date: 7/24/23 Page 4 of 4