Finance Committee
September 10, 2024

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 1 TRANSMITTAL LETTER
SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 1 SALINAS VALLEY TOURISM & VISITORS BUREAU
2024 PORTFOLIO

CREATING POINTS OF DESTINATION THAT SHARE OUR STORIES, HONOR THE LEGACIES OF OUR

DIVERSE ANCESTORS, AND INSPIRE NEW OPPORTUNITIES FOR ECONOMIC GROWTH THROUGH REGIONAL HERITAGE TOURISM.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 2 ARTICHOKES — THE OFFICIAL STATE VEGETABLE OF CALIFORNIA

TABLE OF CONTENTS
The Mission 3
Origins 4
Partners 6
Who We Are   7
Economic Development for Monterey
and San Benito Counties through
Regional Heritage Tourism     8
Salinas Intermodal Transportation Center  12
Timeline Evolution    13
THE INITIATIVES 15
California Welcome Center  17
Heritage Park 18
Heritage Center &
California Welcome Center  22
Valleys of Anza 26
Trails and Rails  30
Pinnacles National Park – Dark Skies  31
South Monterey County Outreach 32
University Collaboration: CSUMB  33
University of California – Berkeley  34
The Outcomes 42
Promotion   43
THE CHALLENGES 46
FINANCIALS  49

Statements 2023-24 49
Increase Room Nights Calculations 54
Budget 2024-2025      55
APPENDICES 56
Partners – Letters of Support    56
Media 61
Events 64
Adopted City of Salinas
Policies that Support Tourism  68
SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 3 THE MISSION
T
he SVTVB’s regional mission is “To lead community efforts in creating economic development through the promotion of tourism for the tri-county region of Monterey, Santa Cruz and San Benito, as well as surrounding areas”.

Salinas is the County seat of a prosperous region, rich in natural resources and with a great history of ethnically diverse peoples, coming together to build an internationally recognized agriculture- based economy. We are the “Salad Bowl of the World”. The Monterey Peninsula is currently the region of the county that relies on tourism as its strongest economic element. The opportunities for diversifying tourism programs/venues in other regions of the tri-county area to date have largely gone untapped.

The SVTVB and its growing network of partners recognize that the expansion of tourism throughout the region brings diversity and sustainability to the local economy, provides opportunities for tapping the existing agricultural and historic richness of our area, with minimal investment. This mission driven focus also increases tourism revenues to help meet the increasing demands for public services in the region. Much work is needed to erase the perception that the “lettuce curtain” is a barrier to development of inland tourism opportunities.

The Board and volunteers are strategically developing partnerships with public and private entities to further expand our work on meaningful goals to meet this challenge. We know that tourists will only visit if there are interesting sites, programs and events that engage their interest and appear safe. Salinas hotels do act as a convenient lodging option for visitors who find the Peninsula hotels too expensive or unavailable. During the peak tourism season, interior tourism opportunities can serve to reduce over tourism impacts, especially traffic, on the Peninsula. It is however, vital to expand our total regional tourism draw by providing tourists with reasons to visit inland sites as well.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 4 ORIGINS
T
here are twenty-two California Welcome Centers (CWC), throughout the State. Tourist services are provided a wide variety of free maps, brochures and visitor guides. Welcome Centers have available for purchase, souvenirs and local history literature. Knowledgeable and friendly staff welcome visitors while the Centers provide clean restrooms, a drinking water station and free internet access in a safe and engaging environment.

In 2010, through a highly competitive process, Salinas was chosen by the State as an appropriate site to offer quality tourist services. Each approved CWC pays an annual fee to the California Welcome Center Fund, California Office of Tourism for reimbursement costs to the State for the administration of the Welcome Center program.

The SVTVB’s original Salinas California Welcome Center location was at the Westridge Shopping Center on Davis Road in a small storefront.

When in 2017, the City of Salinas requested that the organization relocate to a more central location in the historic heart of Salinas, the SVTVB undertook the challenge and financial responsibility for the move and improvements required to transform the 1873 Southern Pacific Freight Building into a California Welcome Center. The Covid pandemic forced the closure of statewide CWCs but the interior improvement work continued as what Executive Director, Craig Kaufman describes as his “pandemic project”.

With the sweat equity of members and the substantial private funding required to transform the Freight Depot, Salinas’ Welcome Center is now recognized as the “crown jewel” of all the California Welcome Centers by the State’s non-profit program, Visit California.  Visit California ‘s mission is to “develop and maintain marketing programs-in partnership with the state’s travel industry-that inspire travel to, and within California”.

The SVTVB looks to the future to replicate this success with a series of initiatives that will further contribute to the economic return to our region through heritage tourism.

First map of Salinas City, circa 1875
SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 5 Standing left at end — Frank Castro and crew harvesting wheat near Castroville, circa 1890s
ORIGINS (cont)
With the move of the California Welcome Center
from its Davis Road location to the historic Southern
Pacific Freight Building, this oldest remaining
commercial building in Salinas has now become a
more important cultural center and a first stop
tourist destination in Salinas. The Welcome Center
provides visitors with a wealth of written
information and skilled guidance for trip planning in
a historic setting.  The California Welcome Center in
this more central location with convenient parking,
is acknowledged by residents and visitors as an
important contribution to the vibrancy of downtown
Salinas.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 6 PARTNERS
T
he following SVTVB partners marked with “*”
have filed letters of support that are included in
the Appendix.

Listed in alphabetical order:

Alliance of Monterey Area Preservationists*
Amtrak
California State Parks
California State University – Monterey Bay
City of Salinas
City of San Juan Bautista
First Mayor’s House
Monterey County Office of Education, Superintendent
of Schools*
Monterey County Farm Bureau
Monterey County Hospitality Association*
Monterey and Salinas Valley Model Railroad Museum
and Historical Society*
Monterey History and Art Association*
National Park Service – Juan Bautista De Anza Historic
Trail*
National Park Service – Pinnacles National Park
Salinas City Center Improvement Association (SCCIA)
Salinas Valley Chamber Of Commerce
San Benito County Chamber of Commerce
Steinbeck House*
Transportation Agency of Monterey County (TAMC)
University of California, Berkeley
Visit Native California
SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 7 THE BOARD (Cont)
Will Lewallen — Retired President, Hartnell College, Educational Consultant, Vice President, Hartnell College Foundation Board of Directors, Chair, Big Sur Land Trust Board of Trustees, Citizen's Bond Oversight Committee for Hartnell CCD Bond Measure T, National Steinbeck Center Board of Directors Butch Lindley — Retired Monterey County Supervisor, Vintner, Farmer, Rancher
Brigid McGrath Massie — Author, Owner Training for Success, Communications Consultant
John V. Narigi — President & General Manager Weather Tech Raceway, Board Member Monterey County Hospitality Association, Salinas Valley Chamber of Commerce

WHO WE ARE

EXECUTIVE DIRECTOR
Craig Kaufman — Founder & Executive Director of the Salinas Valley Tourism & Visitors Bureau, Past President Full Steam Marketing & Design, Shoot The Moon Marketing, Food Bank for Monterey County Board, Past Salinas Valley Chamber of
Commerce Board of Directors

THE BOARD
President: Don Chapin, Jr. — President Don Chapin Company, President North County Fire District Board (elected), President Lagunita School District Board (elected), Rancho Cielo and SRSA Board member
Secretary: Colleen Bailey — Executive Director Monterey Jazz Festival, Art Educator/Administrator, Past Executive Director National Steinbeck Center
Treasurer: Warren Wayland — Retired Managing Partner of Hayashi & Wayland, CPAS, President of Public Recreation Unlimited, President of Salinas Girls Fastptich, Inc, Past President Director of California Rodeo Association
Ricky Cabrera — Owner Cabrera Contracting, Governor’s
Appointee, Monterey County Fair Board, Monterey County
Sheriff Advisory Council
Sam Farr — Retired U. S. Representative for California 17th and 20th Congressional District
Kurt Gollnick — Vintner, Past Chief Operating O fficer Scheid Family Wines, President Central Coast Grape Growers,
Monterey Grape Growers Association, Board Chair 1st Capital Bank, Outdoor Recreation Fund Raiser/Salinas Soccer Complex

REGIONAL ADVISORY COUNCIL MEMBERS
Jennifer Coile — AICP (Ret.), Consultant/Project Manager of Community and Economic Development, Governor-Appointed Board Member of 33rd District Agricultural Association/Bolado Park Event Center 2012-2022, Founding Board Member Pinnacles Partnership
Denise Estrada — Retired City of Salinas Department Director Environmental/ Maintenance Services, Secretary Alliance of Monterey Area Preservationists, Board Member First Mayor’s House
Krishna Patel — Western Veg Accounting Manager, Duda Farm Fresh Foods, Inc., Girls Inc Central Coast Board Member
Blanca Stransky — National Parks Service Superintendent of Pinnacles National Park

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 8 ECONOMIC DEVELOPMENT FOR MONTEREY AND SAN BENITO COUNTIES THROUGH REGIONAL HERITAGE TOURISM T
he State of California is the most populous in the Nation and is about to become the fourth largest economy in the world – accomplished in a mere 173 years of existence.  This period is a snap of the fingers when measured against the history of other countries, crossing over thousands of years.  In many ways, California’s relatively short historical footprint is a “living and breathing history” that can be traced back to our particular region. These stories can be capitalized on to spread economic health to the region by introducing visitors to areas not currently developed as tourist destinations.   The Valleys of Anza initiatives leverage the potential regional heritage tourism experience combined with two National Park Service assets — Pinnacles National Park and the Juan Bautista De Anza National Historic Trail.

The greater Monterey Bay region is an economic driver for tourism, especially along the coastline. Before COVID-19, Monterey County realized three billion dollars in economic lift, and Santa Cruz County hit the one billion mark just a few years ago.  Within the next few years, that total of four billion in tourism dollars will again be realized, impacting the local coastal economies with a saturation point currently being felt by locals and tourists alike.

Over-tourism, harmful impacts on our natural resources, and negative experiences by locals and tourists alike have created specific pressure points in coastal communities.  While these coastal cities benefit from overnight hotel stays and tourist spending, other inland nearby towns have not been able to gain the attention of these visitors.  Unfortunately, lacking a cohesive narrative and branding has impeded these inland cities’ ability to attract Monterey Bay coastal tourists.

Postcard circa 1906
“Historic Landmarks of Three Nations, Scenery, Drives” (Postcard circa 1906) SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 9 “With the compliments of the people of the County of
Monterey, this booklet goes to you — a permanent invitation to visit a section of California, rich not in great agricultural resources, but in the historic tradition and recreational facilities.

We hope you will view our magnificent valleys; our hills where herds of cattle roam as they did in the early days of the dons; stand on the rocky coastline and giant waves
beating on the surf; attend our rodeos, our fairs, our fiestas — they are part of the living sprit of the County of Monterey.” — The Board of Supervisors of the County of Monterey, circa 1945 T
he earliest westward movement campaigns to entice
farmers, businesses, and visitors to Monterey County utilized publicity campaigns that expounded on the bounty of the natural resources, the beauty of the natural landscapes, and the heritage of the County. Monterey County launched one of the most successful promotions of the County through Sunset Magazine’s artfully crafted publications. These widely
distributed sources of information enticed the readers with romantic stories about Spanish influences and the opportunities and adventures of life in pioneer Monterey County. This successful marketing strategy continues to promote tourism today.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 10 Through the Contributions and Engagement of Our Community & Partnerships —We create points of destinations that share our stories and honor the legacies of our diverse ancestors and inspire new opportunities for economic growth through
Regional Heritage Tourism.

A
primary element of the mission is to
focus on regional heritage tourism
development.

Similarly, the City of Salinas Historic
Resources Board’s (HRB) intent and purpose
are aligned with the SVTVB’s emphasis on
heritage tourism. The HRB's duties include "
using economic incentives to encourage
investment in local historic resources and
promote heritage tourism.” “A further purpose
is to foster public knowledge, understanding,
and appreciation of the city’s historic heritage
to promote heritage tourism and to enhance
the city’s civic pride, visual character,
property values, touristic value, and further
stimulate educational, cultural, economic and
general welfare benefits to the public.”
The Juan Bautista De Anza National Historic
Trail is located within the City of Salinas and
the region and is a significant historic
resource and heritage tourism asset. Creating
destinations, programs, and public awareness
of the Trail can enhance local economies and
meet the mutual missions and goals of both
the SVTVB and the Historic Resource Board.

As a strategic element of this effort, the
SVTVB and stakeholder groups have
presented informational presentations to the
City of Salinas and Monterey County Historic
Resource Boards in recognition of our mutual
missions. The Monterey Regional Museum
Roundtable group of more than seventy-five
members and the Alliance of Monterey Area
Preservationists, have actively supported and
contributed to our efforts to expand regional
heritage tourism.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 11 I
n 1998, Historical Consultant Kent Seavey prepared a Historic Architecture Survey to examine the historical/ architectural significance of the Salinas train station. The Report identifies all buildings, except the Associated Seed Growers building, as “the Salinas Southern Pacific Railroad Historic District.” His Report concluded: “Three properties, the SP Train Depot, SP Freight building, and REA building, appear eligible for nomination to the National Register of Historic Places as a District under Criteria (A) and (C).” SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 12 SALINAS INTERMODAL TRANSPORTATION CENTER
T
he $8.6 million Salinas Intermodal Transportation Center is the first project successfully completed in the Monterey County Rail Extension “Kick Start Project,” which will ultimately create a passenger rail extension from Gilroy to Salinas.

The Intermodal Transportation Center (ITC) is in downtown Salinas on Market Street, a walkable distance to the Monterey Salinas Transit bus center and the main employment areas of downtown Salinas. The 2021 award-winning project coordinated by the Transportation Agency of Monterey County (TAMC) included improvements at the Salinas ITC (train station), a new direct signalized access point to downtown via the extension of Lincoln Avenue across Market Street, a five-bay bus transfer area, bike lanes and bike lockers, safe pedestrian crossings and sidewalks, and commuter parking.

The Monterey County Rail Extension and Salinas Intermodal Transportation Center project serve as a model for a cost-effective multimodal transportation hub which is revitalizing the downtown Salinas train station and providing commuter access and expanded transportation options for the community. The Monterey County Rail Extension includes new passenger rail service to the San Francisco Bay Area with at least two commute-oriented round trips every weekday at the start of service and is served by Amtrak Coast Starlight and Thruway buses, Monterey Salinas Transit (MST) local buses, and Greyhound intercity buses.

The Salinas Intermodal Transportation Center also serves as an excellent example of advancing a positive public image of engineering, especially for women, as the large 2021 transformational project was led and managed by a team of talented and successful women.

The SVTVB is headquartered at 1 Station Place in the Southern Pacific Depot building, which is part of the City of Salinas Intermodal Transportation Center

ITC MASTER PLAN
A
n engineering Master Plan for the ITC was approved in 2016 which led to demolition/ removal of dilapidated buildings and parking lot improvements. The City of Salinas contracted with Harris and Associates in 2024 to prepare an ITC Master Plan. SVTVB is among the stakeholders engaged in the planning process.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 13 F
rom its earliest beginnings as a salty marshland, Salinas held the promise of a prosperous future. The Anza expedition traversed the land that would eventually see the railroad carry Salinas Valley’s agricultural products across the United States, leading to an economic and population boom in the region. With the 2026 completion of the rail corridor project, the importance of this site and rail transportation expands the promise of a future that includes opportunities associated with new ridership and more significant visitor volumes.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 14 T
he SVTVB’s work began in earnest with the 2011 award of Salinas’ designation as a CWC site. Irrespective of the Covid Pandemic, the 2020 move to the Freight Depot opened doors to new opportunities for programs and partnerships. The arrival of Cal Train in 2026 in Salinas will further expand opportunities for tourism in our region.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 15 THE INITIATIVES
C
reating and promoting new tourist destinations in Salinas and the region is the primary initiative of the SVTVB and its partners. The SVTVB is the only agency thus far that is fully focused on meeting this need, from a regional perspective. The Monterey peninsula and coastal areas have been successful in attracting and serving tourists for years, often with the outcome of affecting residents’ quality of life e.g. traffic, overcrowding, degradation of natural areas. To date, creative ways to share or refocus tourist attention to the inland areas have been elusive.

A key partnership in this effort is the University of California Berkeley’s Master of Urban Design Program. The University has eagerly joined forces with the SVTVB and has assigned academic staff and master level coursework to a program of exploring opportunities to expand sustainable regional tourism opportunities.

These students offer a skilled and international exploration into what possibilities exist for new programs that are poised to utilize regional resources in design proposals.  Starting in 2022, the University invested in a year- long project effort followed by two semester projects and committed to continuing working with the SVTVB for at least five years.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 16 Educational Programs/Facility Expansion — Our collective educational programs at Heritage Park properties, host tours by visiting classes throughout the school year. This no fee program is increasing in popularity and now sees approximately 2,000 student/teacher and parent visitors each school year. Monthly open house tours of all the historic buildings have garnered increasing numbers of visitors. Tours are facilitated with the aid of volunteer docents, many of whom are CSUMB Service-Learning students and retired educators.

The increasing popularity of the use of the Center has emphasized the need for additional space. We have quickly outgrown our existing space. To facilitate the opportunities for destination creation around the De Anza National Historic Trail, the footprint of the exhibit and community spaces is a critical need. With the City of Salinas’ approval of the expansion of the Center’s footprint, the SVTVB looks forward to increasing opportunities for heritage tourism on site and in the tri- county region in the near future.

Rail Service Expansion — The Southern Pacific Freight Building has served Salinas and the region’s transportation needs for over 150 years. Rail service has been the central reason for Salinas’ economic growth. As TAMC moves forward with the development of the commuter rail project to be completed in 2026, this Salinas intermodal transportation center (ITC) will increasingly be of importance to serve the needs of all travelers. This project also involves considerable investment of Federal, State and local funding at the Salinas location. The Board’s aim is to collaborate with the Transportation Agency mission to help ensure that this project is an economic success.

THE INITIATIVES (cont)
SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 17 A
s a member agency of Visit California, the benefits
of membership leverage significant additional
promotional power to our tourism outreach. The Visit
California social media sites, television advertisements and printed materials promoting the Salinas Welcome
Center is distributed statewide at all the twenty-two
California Welcome Centers as part of the $5,000 per
year Maintence fee. As a Welcome Center that operates
on minimal outside financial government agency
support, the benefits of this cost- effective investment of Visit California membership, significantly exceeds
the $130,000 dollars in Tourism Improvement District
(TID) revenues that are allocated annually to the Salinas California Welcome Center
Since July of 2023, this has shown an increase of 784
extended visitor stays*. Overnight stays are important
not just to fill lodging, but because national studies
have shown that overnight visitors spend more money
during their visits compared to “day trippers”.

Increased visitor counts also translate into an obvious boost to all other elements of the local economy such
as sales tax revenues gained at service providers,
restaurants, transportation and shopping. The
increased involvement of school classrooms for
educational tours and the engagement of residents in
activities at all the historic properties at Station Place, is aiding to the understanding of our heritage stories
and is building community pride at a site that is once
again an important gathering place for residents and
visitors from afar.
*Extended visitors stays calculations provided on page 54 SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 18 SALINAS CITY HERITAGE PARK, CALIFORNIA
T
he Center is actively collaborating with a network of stakeholders who manage operations at the Station Place historic properties together with nearby partner properties at the National Steinbeck Center and the Steinbeck House. This collaboration is working to mutually promote and develop visitor attractions at what has come to commonly be referred to as Heritage Park. These activities align with and help to meet the goals of the City’s General Plan elements associated with culture, historic preservation, and heritage tourism, as well as the Downtown Vibrancy Plan.

In addition to serving as a critical rail transportation hub, this area was Salinas’ first park and the site of the first Rodeo, carnivals, weddings, and other community events in the pioneer days of this newly formed city.  The early name of the park in the 19th century was Bremen Park. It was later renamed to the Southern Pacific Railroad Park. Recognizing this properties early beginnings as Salinas’ first park site and incorporating it again as part of the city’s park inventory would be returning it to its rightful heritage. This would also meet the City’s General Plan goals of increasing park lands.

Consistent branding of the collective Station Place historic properties is essential for a successful promotional effort to bring visitors to the site. Should the City of Salinas approve the Heritage Park title and formally designate the collective group of historic properties as a city park, would increase the opportunities for eligibility for state and federal grant funds that are exclusively designated for parks, trails, and recreational projects. The site’s location along the De Anza National Historic Trail further increases the eligibility of governmental and privately funded grants.

Considering City budget challenges, these grant revenues could be used to supplement or provide the only means to fund capital improvements projects at the site. Grant eligible projects could include disability access to the Steaming Ahead railcar exhibit. It could also serve to reduce potential liabilities for a failure to comply with the American Disability Act accessibility requirements for public areas. Other on- site capital projects expenditures that would otherwise require Salinas’ General Funds could then be reduced or eliminated while still promoting development of this center city site.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 19 L
ocated at 1 Station Place, the historic Southern Pacific Freight Building is now home to the Salinas City Regional Heritage Center and California Welcome Center (CWC). Salinas’ Station Place location is the home of other museums and points of interest for visitors. This includes the 1868 First Mayor’s House, the Monterey Salinas Valley Railroad Museum in the historic Railroad Express Agency Building, and the Steaming Ahead vintage railcar exhibit.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 20 SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 21 S
alinas’ growth and successes was a result of the hard work of visionary, hardworking people, many of whom were immigrants.

This regional richness comes from our diversity of ethnic backgrounds, genders, and unique experiences. It is what we are made of. To celebrate and promote this rich heritage the SVTVB and Heritage Park stakeholders, worked collaboratively to design promotional banners to display some examples of the many key historical figures that have contributed to our regional history.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 22 O
ur exhibit, Postcards, Passengers, and Produce,
demonstrates how the 5th largest economy in the world
and the most populous state in the nation was developed in only 173 years. The Southern Pacific Company not only
provided transportation but was also an integrated marketing company that created the economic development foundation of California’s economy.  Southern Pacific Company's first marketing strategy sought to attract farmers and other visitors from around the world to come discover California.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 23 With the initial phase
now completed, it is
clear that the current
museum footprint is
insufficient to facilitate
more extensive groups
of visitors, school tours,
meeting spaces, and
exhibit areas for the
Valleys of Anza, First
Peoples, and stories of
the Spanish and
Mexican influences on
the region.

Expansion of the space
into the unimproved
remaining building area
is essential.

R
egional Heritage
Center Museum —
After relocation, design
and move in activities,
one of the critical first
initiatives was to
produce phase one of
the Welcome Center’s
Regional Heritage
Museum. With the initial
phase of this initiative
now complete, the
SVTVB has developed a
site where locals and
visitors can learn about
our regional history.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 24 First known photograph of the depot taken in 1875 Photographic postcard taken around 1910 T
he organization believes that heritage tourism is a growing opportunity to increase tourist visits throughout Monterey & San Benito Counties and contribute to placemaking and building community among local residents. As visitors learn more about our diverse agricultural and ethnic history, this too can stimulate opportunities for agritourism and cultural tourism. Phase two of this initiative, when approved by the City of Salinas, is an expanded build out of the space into the remaining two/thirds footprint of the Southern Pacific Freight Depot building to accommodate gatherings of a larger size plus more interactive exhibits and experiences.

The CWC has been a meeting site hub. Educators, tour groups, students, historic preservationists, agricultural groups and other community organizations have all enjoyed the gathering space to meet in a historic setting.

Before restoration funding from State and Federal agencies SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 25 T
he SVTVB is ready to launch a fundraising campaign for the tenant improvements to expand the exhibits and support facilities in the rest of the freight depot building. Success requires a solid, collaborative, mutually respectful public/private partnership between the City of Salinas and the SVTVB. This would also serve as a base to attract additional funding and sponsorships for the other historic properties on Station Place.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 26 J
uan Bautista De Anza National Historic Trail — A significant opportunity for the creation of destinations is off ered by the location of our Regional Heritage Center which is also located on this historic trail. This nationally recognized and federally funded trail offers many opportunities for regional programs and links to tourism in other states. Partners include the National Park Service as the overall sponsor of overall regional, multi-state, and national coordination, together with the National Park Foundation, a nonprofit sponsor of supportive projects, and Amtrak’s Trails-Rails enrichment program. Within its tourism education and  promotion activities, the state of California launched the Visit Native California website in the fall of 2023 to showcase Native American voices.  The website offers videos and information about accessing cultural experiences, tribes, culinary and  agricultural tourism, outdoors and parks.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 27 SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 28 Type to enter text

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 29 SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 30 SALINAS VALLEY TOURISM & VISITORS BUREAU 2024
31 D
ue to light pollution, 7.7 million people in the San Francisco Bay Area cannot view a dark sky.  SVTVB efforts to develop regional destinations and programs includes collaboration with the National Park Service on Pinnacles Dark Skies initiatives. As worldwide interest in preventing light pollution grows, this is a significant regional opportunity for expanding tourism opportunities while preserving and publicizing our natural landscapes with minimal investment.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 32 SOUTH MONTEREY COUNTY OUTREACH
A
lthough headquartered within the City of Salinas, the
SVTVB has been actively involved in the Salinas Valley
communities south of Salinas and in San Benito County — Hollister, San Juan Bautista, Paicines, Tres Pinos.

When Pinnacles National Monument became a National
Park, the enabling legislation called for formation of
“Gateway Communities” group to seek expansion of
economic opportunities for communities near the park
(both west/San Benito County and east/Monterey
County). A 501©3 non-profit, the Pinnacles National Park Foundation (founded in 2006 as the Pinnacles
partnership) coordinated meetings and the preparation of a map of tourist-oriented resources in the gateway
communities.

The SVTVB participated in the partner activities, with
senior staff (e.g. City manager of King City), elected
officials (e.g. City Councilmember of San Juan Bautista) and representatives such as King City’s MCALRM, State
Parks such as Hollister Hills Recreation Vehicle Area,
National Park Service/Valle de Anza superintendent,
Bolado Park Event Center/33rd District Agricultural
Association, and the Monterey County Agriculture and
Rural Life Museum.

In recent years, there has been turnover among City
managers, mayors, City Council members, Economic
Development commissioners and County Supervisors.

SVTVB has sought to invite community leaders to visit the CWC/SVTVB and attend events, but it is an ongoing
challenge due to changes.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 33 University of California – Berkeley (UCB)
Master of Urban Design Program (MUD)
I
n the fall of 2022, students formed seven teams to develop ideas for projects to create urban design interventions for tourism, housing, and recreational activities, in the valley from Salinas to King City. An overarching goal was to develop opportunities to increase tourism revenues and jobs to
contribute to local prosperity.

In the fall of 2023, a team of students examined the Salinas River corridor to the south of Salinas. Community members were invited to review the concepts in October 2023.

In the fall 2024, another studio project will focus on Pinnacles National Park and enhancing gateway community access and benefits.

California State University – Monterey Bay (CSUMB)
S
VTVB Board members and staff have engaged in outreach
and collaboration with CSUMB faculty and leadership.

Professor Ruben Mendoza, founding faculty member of
CSUMB, and distinguished archeologist who has directed
research and archeological investigations at many California missions, met with UC-Berkeley MUD students during their fieldwork.

Board member the Hon. Sam Farr (retired Congressman) met with faculty in hospitality studies about potential collaboration and with CSUMB President Vanya Quinones about developing a degree program in park, open space, and wild lands
management.

In the spring and summer of 2024, the California Welcome Center enjoyed the contributions of two Service Learning interns.

UNIVERSITY COLLABORATIONS
SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 34 T
he University of California-Berkeley offers the only Urban Design graduate degree program in California. This program ranks #4 in master level urban design in the world. A key component of the educational experience is engaging in studio projects to examine real world challenges. Internationally renowned professor Margaret Crawford began a multi-year collaboration with SVTVB, funded primarily by UCB.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 35 I
n an important partnership with the University of California Berkeley’s Master of Urban Design Classes, the Master level students analyzed existing conditions in the downtown Salinas core area to evaluate enhancing potential tourism sites and programs. Their work illustrates that at least six sites in proximity to the CWC potentially form a “Cultural Commons” network. As identified earlier in the 1998 Historic Evaluations of Properties in the area by Historian Kent Seavy, many opportunities exist for tying these sites together into a historic district where heritage tourism opportunities can be further expanded.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 36 O
ne design concept envisions a cluster of multi-use buildings that could house farmers markets and cultural activities near the historic properties. These then would be connected across Market Street (Hwy 183) and Main Street (Hwy 68) by a pedestrian bridge, to the Old Town Salinas Business District to Old Town where dining, shopping, and entertainment venues currently exist.

SALINAS VALLEY TOURISM & VISITORS BUREAU 2024
37 W
ith the sponsorship of the SVTVB, University of Berkeley students in the School of Environmental Design began a community engagement course to research and design projects that could potentially increase regional tourism.

Students who worked with local stakeholders and decision-makers, including the Monterey County Farm Bureau, the, the National Park Service, farmers, historians, and businesses, developed projects highlighting what makes our region special. The projects that resulted from the student’s efforts were “developed through the lens of low impact tourism, and address issues such as equitable economic development, environmental restoration, public space activation, housing, community cohesion, and the use of education to engage people with the valley.” Their project work was presented to a broad scope of attendees at a charette at the CSUMB City Center in January 2023.

U.C. Berkeley partnership brings new energy and ideas to the task of building programs and identifying potential heritage tourism destinations.

FALL 2022

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 38 SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 39 The Housing-Tourism Nexus
T
he Housing-Tourism Nexus is an overarching
strategy for tying tourism revenue to
workforce and affordable housing services and
programs. Briefly, a portion of tourism revenue
(i.e., hotel tax and assessment fees) is
redistributed to fund deeply affordable housing
and to increase, improve and preserve rental
housing and lower-income housing across the
region.

In a companion effort,  Allison Evans, PhD student
in the Department of City and Regional Planning
at UC Berkeley, prepared a White Paper: “A Trail to
Home — A bi-county regional strategy for funding
deeply affordable housing services and programs
through tourism in the Valleys of Anza.”  She
analyzed the tourism revenue potential of the
student projects, and for funding housing
through tourism in general.  She calculated the
dollars of additional revenues raised through the
existing Transient Occupancy Tax (TOT) and
Tourism Improvement District (TID) could be
allocated toward housing.

PDF available for download at ValleysofAnza.org
SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 40 SUMMER 2023
Professors — Margaret Crawford & Scott Elder
Students — Luxi Chen, Xuyuan Fan, Olivia Jones, Isha Kahn, Freya Tan, Mufeng Yu S
alinas River Corridor project:  The students proposed concepts for a tourism- oriented corridor along the length of River Road south of Salinas. They designed potential facilities,  attractions, and way-finding that could pull tourists off of driving by on Highway 101. Preliminary designs emphasized education about and appreciation of local history, culture, and agriculture. The work was discussed at a regional meeting held at the Monterey County Farm Bureau with participants such as the city manager and a city council member from the City of Gonzales.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 41 MUD FALL 2024 STUDIO
T
he theme of projects in the 2024 Fall Semester studio is the visitor experience and access at Pinnacles National Park. The number of park visitors quickly doubled when Pinnacles National Monument became a National Park. In line with trends in the Covid pandemic era, visitation is projected to continue increasing.

Pinnacles NP is one of seven national parks recently selected for analysis of alternate transportation options.

The international graduate students in the MUD program have educational backgrounds and experience in architecture and landscape architecture. They will form teams to explore potential projects that address themes such as opportunities for the park gateway communities to expand local economic development associated with the increased tourism. Designs for possible facilities that could maintain or enhance a quality visitor experience while protecting the natural and cultural resources of the park may be developed. Innovative ideas to strengthen the connections between the residents and institutions in local communities with the park is also a priority.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 42 THE OUTCOMES
T
he scope of work of the SVTVB has resulted in visible and quantifiable outcomes. The tenant improvements to the historic Southern Pacific Freight Building have contributed significantly to the city’s redevelopment goals to eliminate blight and build a more vibrant city core. With this work, the SVTVB has facilitated an operational tourist center that is safe and attractive to visitors.

The in- person visitor counts have steadily increased post pandemic. The increase in views on the promotional media sites is significant which demonstrates the engaging content relevant to tourism opportunities in the region that will draw new and returning visitors.

An expansion of the SVTVB Board by highly skilled and engaged community volunteers is enlarging our capabilities and network of resources to address the needs of building a sustainable and diverse tourism economy with benefits to the experiences of local residents.

The volume of visitors at the Welcome Center, using Visit California formulas, clearly demonstrates a pattern of increased overnight stays in Salinas. With the work of the SVTVB, dedicated volunteers, community groups and especially the SCCIA in Old Town, the vibrancy and economic outlook is clearly on the path to a brighter future for Salinas. The Board is proud to be a contributing partner to this effort.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 43 PROMOTION / SOCIAL MEDIA OUTREACH
T
he Soul of California website and the organization’s Facebook page provide another important option for visitors to experience an in- depth look at the region’s history, sites and events that are of interest to visitors. Local residents can gain awareness of the historic sites through frequent articles in publications such as the Monterey Herald newspaper and the Monterey County Weekly. VIP visits such as Speaker of the California Assembly, Robert Rivas, attract widespread media coverage.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 44 WEBSITE STATISTICS
Total Number of page views to the CWC website page 1,325 Total Number of page views to the Soul of CA website page 31,119

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 45 PROMOTION
P
romoting the Regional Heritage Center
and the California Welcome Center is
vital to increasing tourist visits to Salinas
and stimulating additional overnight stays
in our local lodgings. A colorful,
informative rack card has been designed.

However, current budget limitations have
put on hold the production and
distribution of paper copies of it to visitors
and the other twenty-one California
Welcome Centers. As with many of the
promotional initiatives envisioned,
budgetary constraints continue to limit
the scope of what can be accomplished
until additional funds can be secured.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 46 THE CHALLENGES
I
ncreasing Site Visibility: As a stakeholder member of the historic properties at Station Place, the SVTVB input led to the stakeholder approved design of promotional banners proposed to be erected in front of each property. Grant funds were awarded in 2022 by the Harden Foundation to pay for the cost of the design and production of the banners that display historic figures with the name of the site. Unfortunately, the printing and installation of the banners has been delayed, pending approval from the City of Salinas. To date, there is no schedule for when the City might reach a decision to approve the banners.

As a result, the visibility of the Welcome Center and other historic properties at Station Place is significantly limited, prompting visitors to routinely express their frustration at their inability to find the California Welcome Center and Heritage Park member attractions. The SVTVB and Heritage Park stakeholder group are eager to collaborate with the City of Salinas on improving the site visibility and increasing visitor counts. It is frustrating that approval of the installation of entry signage and banners that call out the location of this important center city site has been withheld for so long.

Fund raising activities are critical to the sustainability of the Center and the implementation of initiatives of the SVTVB. The Board continues to focus on building a reliable operational and capital project budget. Examples include the Board’s work to retain and increase the current revenues.

When approval from the City of Salinas to expand the footprint of the Center into the building now used for storage is secured, the Board has pledged to fund raise private funds with of a target amount of $1.5 million dollars to pay for the redesign and complete build out of the tenant improvements that will form the museum and meeting spaces that are needed to increase the visitor attractiveness of the Welcome Center and its Regional Heritage Center.

The SVTVB has successfully created a 50l(c)3 sister organization called the Central Coast Regional Heritage Foundation. This will further facilitate fund raising for grant funds that are limited only to non-profit agency applicants. This also has the benefit of encouraging private donations as it can potentially give private donors an opportunity for charitable donation tax exemptions. These expanded revenues are anticipated to help to fund the creation of the Center’s expanded museum space and exhibits.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 47 T
hroughout the state, CWCs are strategically located in areas where visitors can readily find them. These sites require central locations with convenient parking and typically are adjacent to commercial businesses where tourist spending is valued as a regular component of their business revenues.

Other CWC commercial sites frequently furnish the signage for the CWC recognizing the value of that investment and that visibility is critical to the success of their collective operations.

CWC on- site signage as illustrated in the two examples at the Del Amo Fashion Center and the Citadel Outlets.

S
alinas’ CWC is strategically located. With private funding, the SVTVB paid $30,000 to install a network of way-finding signs to direct visitors from highways and interior roads to the Market and Lincoln Street entry to the Station Place location. It is here that an entry monument or entry signage should be erected to direct visitors to the CWC, Amtrak Station and historic properties along Station Place.  Without this critical visibility in identification, way-finding and placement, Salinas is missing a key opportunity to maximize tourist traffic and revenues.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 48 T
rails and Rails — With the proximity of the CWC to the rail corridor, an exciting new opportunity has been offered by Amtrak to collaborate with them as a stop for their existing Trails and Rails program that bring visitors to designated stops along National Trail sites with docent led programs. The Board has requested from the City of Salinas an amendment to the Lease on the Southern Pacific Freight Building site to expand exhibit spaces that will provide further information and placemaking experiences to visitors about the De Anza National Historic Trail and the expedition history. City approval of the expanded footprint of the CWC within the Southern Pacific Depot is required to accommodate new exhibits on the De Anza National Historic Trail. as well as additional space for exhibits that tell the stories of the indigenous peoples and other ethnic relevant peoples and places of our region. The SVTVB is committed to a fund-raising process for the expansion project with the goal of $1.6 million in private funding, relieving the City of Salinas of further financial investment in tenant improvements.

Statistics show that the international draw of the National Trail network is significant. The Board’s initiatives on destination building includes work to collaborate with and promote the region’s existing trails such as the River Road Wine Trail, the Steinbeck Trail, Asian History and Culture, and Literary Trail. With work being planned for trails in the new Ensen Park at Carr Lake, additional opportunities are waiting for promotion to our residents and visitors.

CHALLENGES (cont)
SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 49 FINANCIALS
SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 50 SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 51 SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 52 SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 53 SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 54 INCREASE ROOM NIGHTS CALCULATIONS

July 1, 2023 — June 30, 2024 Visitors at CWC Salinas: 5091 11% of visitors extended stay in area: 560
by 1.4 extra nights in the area: 784
In 2019, Los Angeles based, Lauren Schlau Consulting was retained by Visit California to provide research data including how many additional room nights are created by a California Welcome Center. lsconsult.com
Visitor Impacts (2019 Statewide CWC Study)
SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 55 FISCAL YEAR 2024/2025 BUDGET
T
ourism Improvement District (TID) within the City of Salinas funding is currently the sole source of the SVTVB operating budget. Tourism Improvement Districts (TIDs) are special assessment districts that allow lodging business owners to support efforts to fund and coordinate tourism marketing. Lodging business owners within the TID funds the TID and funds are used to provide services that benefit the lodging businesses within the TID.

The fiscal budget year is July 1, 2024, to June 2025. As we look forward to Fiscal Year 2024/25, we are presently unable to submit a newly drafted budget for the SVTVB’s review and approval.  At the time of the publication of this document, the SVTVB had not received the projected TID revenue/collection data from the City on which to base a new budget.

To provide a basic service level, the Welcome Center needs an annual allocation of $130,000. To construct our budget effectively, the budget needs to be based on a stable revenue source. The Fiscal Year 2023/24 revenues to fund the Welcome Center’s operating expenses were approximately $30K to $40K less than budgeted due to the City of Salinas’s decision to decrease funding allocations. This loss of anticipated funding resulted in a reduction in our ability to meet operational expenses.

With confirmation of an approved allocation to the SVTVB for FY 2024/25, we can provide a board-approved budget to the City. Should the TID-approved distribution for 2024/25 remain unchanged and annual operating expenses continue to experience only incremental increases, the SVTVB anticipates being able to approve a budget that will offer a basic level of services similar to the prior fiscal year. The proposed expansion of the activities and new program initiatives to stimulate the tourism economy depends on the available funding levels, whether TID or other sources such as grants.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 56 SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 57 Dr. Deneen Guss
County Superintendent of Schools
April 16, 2024
To: Whom It May Concern:

Re: Support for the Salinas Valley Tourism and Visitor Bureau (SVTVB) Regional heritage tourism has great promise for expanding the economic diversity of our counes. One of the champions of new programs addressing this potenal for expanding economic opportunies, especially in Salinas and the Salinas Valley, is the organizaon, Salinas Valley Tourism and Visitor Bureau SVTVB. The Monterey County Office of Educaon (MCOE) supports the mission and work of this organizaon. It is our hope that you will support the SVTVB’s work as they build a brighter economic future for our region.

MCOE supports the work of the Salinas Valley Tourism and Visitor Bureau. SVTVB, has built a unique regional heritage center in the heart of Salinas. The SVTVB is leading the effort to develop a regional appreciaon of the richness of its heritage stories. Working with important partners such as the Naonal Parks Service and the University of California Berkeley, the future for economic development around programs that will promote history, agritourism, educaon and community engagement, is excing. Please consider supporng the important work ahead.

MCOE understands the value of providing our region with opportunies for programs that promote heritage tourism and tourism opportunies based on our rich natural resources. SVTVB needs your support to move forward with innovave programs that will develop the programs that are needed to maximize the benefits of our regional history and resources.

SVTVB’s Regional Heritage Center, in the historic heart of Salinas, has provided opportunies for ongoing school tours, special community events and a gathering place for people to learn about the rich heritage stories of our region. This work, in partnership with the stakeholders of the surrounding historic properes, University of California Berkeley, the Naonal Parks Service and like- minded preservaonist organizaons, are building an asset of regional importance. With this work, they are working to expand educaonal opportunies, recreaonal programs, and building a regional diverse economy that is built on heritage tourism. MCOE supports the work of this group and asks that you recognize the value of the SVTVB and support it as well. Thank you so much for your consideraon.

Sincerely,
Deneen Guss, Ed.D., Monterey County
Superintendent of Schools
901 Blanco Circle Post Office Box 80851 Salinas, California 93912-0851 www.montereycoe.org Salinas: 831.755.0300 Monterey: 831.373.2955 Fax: 831.755.6473

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 58 SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 59 SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 60 SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 61 PROMOTION
K
orea TV set up an interview with our Executive Director to discuss how agriculture took hold in our region. The translated headline reads, “ Salinas, USA grows as an agricultural and tourism city.”
SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 62 SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 63 SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 64 Class XVI - 2024
Session Two – Heritage of Ag
Friday, April 26, 2024
Location: Monterey County Historical Society – 333 Boronda Road, Salinas 7:30 a.m. Class members arrive for Coffee and breakfast 7:45 a.m. Welcome – James Perry, Executive Director, Monterey County Historical Society 8:00 a.m. History, Culture and Heritage - A Look at our Past - “Growing Eden” • Meg Clovis, Former Cultural Affairs Manager, Monterey County Parks 9:00 a.m. Break – good time to check messages
9:15 a.m. “Faces of Ag” – Interview with Chris Bunn Sr with Dr. Marylou Shockley 10:00 a.m. Tour Boronda Adobe, Weeks House, Bunkhouse, Archival Vault and bookstore 12:00 p.m. Lunch at MC Historical Society
12:45 p.m. Board Bus to Salinas Valley Travel & Tourism Welcoming Center – 1 Station Place, Salinas
1:00 p.m. Tour Salinas Valley Travel & Tourism Welcoming Center – Craig Kaufman, Executive Director and Sam Farr, Former US Congressman
2:00 p.m. Board Bus to Chinatown (park at Buddhist temple) 2:15 p.m. Chinatown: Knowing the History of Salinas Chinatown through the view of the Present - Understanding Culture.

Buddhist Temple: Overview of Chinatown Renewal Plan; History of Labor and Immigration, and the organization: Asian Cultural Experience (ACE) • Larry Hirahara, Past President of the Buddhist Temple of Salinas

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 65 CITY OF SALINAS 150th CELEBRATION
A
pril 6, 2024 — “A Journey Through Time”, 150th Celebration Kick-Off Event at the Regional Heritage Center / California Welcome Center. An event partnership of the City of Salinas, the Regional Heritage Center, and the Heritage Park Stakeholders.

Attendees (L-R) — Monterey County Supervisor Luis Alejo, Salinas Councilmember Steve McShane, Congressman Sam Farr, Salinas Councilmember Orlando Osornio, Senator Anna Caballero, Speaker Robert Rivas, Salinas Mayor Kimbley Craig.

T
his artwork by John Cerney was created
for the Monterey Regional Airport Ag
Display, commissioned by the Monterey
County Farm Bureau. The artwork is titled
Lilia and is based on Lilia Serrato, pictured
here with Supervisor Alejo, who worked at
Secondo Farms off River Road. Lilia Serrato,
and their family have lived and worked at
Secondo Farms since the early 1990s.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 66 I
n 2023, the SVTVB acquired two ceramic tile murals produced by internationally famous artist Guillermo Wagner Granizo. His massive mural on Pacific Street in Monterey tells the historical story of Monterey. The two murals installed in the Heritage Center are pictural renderings of Granizo’s association with Juan Bautista De Anza, which includes his work to reintern the remains of De Anza from the floor of a church in Sonora, Mexico. For visitors to the CWC, this acquisition will be a unique exhibit within the De Anza Trail exhibit area that is contemplated for an expansion into the remaining footprint of the Southern Pacific Freight Building.

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 67 SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 68 ADOPTED CITY OF SALINAS POLICIES THAT SUPPORT

HERITAGE TOURISM

Vision Salinas - Guiding Principles
021e72_203fa5d6124842308b82d1626ba705ea.pdf (filesusr.com) Adopted in 2019, to inform General Plan 2040 Update
Guiding Principles include: “A Community to Celebrate:

A City that celebrates, promotes, preserves and honors the diversity, history, art, and culture of its community…
• Celebrate the City’s history, the architecture of its buildings, the diverse cultures of its people, and its rich immigrant history. • Foster a sense of place by encouraging community driven transformation, initiating themed districts, and by building upon existing neighborhood identity.”

Economic Development Element of the General Plan
Online - ede_volume1.pdf (cityofsalinas.org), and COVER_Vol II.ai (cityofsalinas.org)
Adopted by City Council with certification of EIR for CEQA compliance
Goals, Policies, and Actions for Land Use -

based and identifiable place-themed districts within the community for agriculture, business and technology, marketplace/shopping activities, tourism, entertainment, recreation, food and wine, cultural, and historic resources.

Action LU-1.14.1 – Identify place-themed districts and neighborhoods within the City. Promote and market those placed themed districts as hubs for specific themed activities to serve the community, attract complementary development and investment to enhance the City’s economic base, and create community identify and sense of belonging
Goals, Policies and Actions for Retail, Entertainment, and Tourism:

promoting the City’s history, cultural diversity, and positive attributes of the community, focusing on safety, jobs, and health.

Action RET-1.1.2 – Market Salinas’ existing attractions (e.g. National Steinbeck Center, Steinbeck House, First Mayor’s House, Railroad Museum), historic resources and events (e.g. Rodeo, Sports Complex, Airshow, etc.) and visitor serving areas (e.g. Kern Street, Laurel/101 and John/101) with regional tourist attractions and events to integrate Salinas into the tourism menu or market place, including agriculture and wine tourism.

entertainment, and tourism destinations.

Action RET-3.1.3 – Consistent with Policy LU-1.14, create place themed districts within the City to help unite the City around various themes that create an identity and attract residents and visitors to place- themed areas. Representative district themes could include:
• Wine/food districts
• Entertainment districts
• Recreation/sports districts
• Cultural district
Marketplace districts (e.g., intermodal transportation center, Chinatown, Alisal Marketplace)
• Shopping districts
• Historic district(s)
ITC area identified as Economic Opportunity Area (Q) – TOD Rail Infill

Downtown Vibrancy Plan
-       dsvp_01_theroadtovibrancy_03102015_0.pdf (cityofsalinas.org) -       Approved by City Council March 17, 2015
-       MOU with MST and TAMC for Intermodal Transportation Center (ITC) master plan
-       Shows connection of ITC to rest of downtown

SALINAS VALLEY TOURISM & VISITORS BUREAU PORTFOLIO 2024 69 SALINAS VALLEY TOURISM & VISITORS BUREAU
1 Station Place, Salinas, CA 93901
831-261-3430
[email protected]
ValleysofAnza.org
soulofca.org
cwcsalinas.org
© 2024 Salinas Valley TVB, Inc