2000-02-10CITY OF ENCINITAS
ACTION MINUTES OF REGULAR COMMITTEE MEETING
TOURISM AND MARKETING COMMITTEE
February 10, 2000
Present: Council Member Sheila Cameron; Council Member Dennis Holz; City Manager Kerry Miller; John Mclsaac, Carolyn Cope, Jerry Brooks, Julian Duval, Bob Rauch;
Michelle Hayes; Jim Clark; Paul Davis; Paula Kirpalani; James Statser; Gary Tucker, Dan Hare; Bruno Scharer; Amado Quintanilla; Fred Caldwell; Judy Cunningham; Arlene
Betti; Kirk Van Allyn; Peder Norby; Gary DeWitt; Kent Bry; John Koch; Vanessa Williams; Sid Shaw; Judianna Shannon; Charles Marvin II; Chuck Ades; Robert Mance; Tom
Black; Rob Spence; Marietta Rogers; Ralph Rogers; Lynne Love; Lois Rotsheck; Kirsten Richter; Barbara Miller; Crystal Wells; Edgar Engert; George Gowland
DIRECTION /ACTION
# 1 Meeting called to order at 8:06 A.M. by Council Member Sheila Cameron. Ms. Cameron thanked
('all to Order and Announcements everyone for coming. Everyone introduced themselves.
Ms. Cameron announced that the Arts Alive is currently going on downtown and the Senior Follies
are this Sunday, February 13, 2000. It was also announced that the Classic Car Event would take
place Downtown this evening and the Hotel /Motel Assoc. would host a Sundowner at Quail
Botanical Gardens tonight from 5 -7 p.m. Dan Hare announced that the Independent Film Festival
would present an event on Sunday evening, February 13, at La Paloma Theatre.
Ms. Cameron then introduced Kerry Miller, the City Manager, who will be facilitating today's
meeting.
ITEM # 2
Marketing Strategies
Mr. Miller told a story of friends who recently came to Encinitas for a visit. Mr. Miller gave them a
tour of the City. Mr. Miller's friends liked what they saw and plan on coming back to Encinitas for
a visit. This underscored the purpose of the Tourism & Marketing Committee and what is going on
at today's meeting. The committee has a lot of good ideas but it is time to start doing things to put
Encinitas on the map.
Mr. Miller indicated that at the last meeting, the committee generated a lot of ideas and issues that
we need to address. Some of the ideas represent problems and some of the ideas represent
opportunities for the City. At the last meeting, the committee was to give thought about what they
believed to be the five areas represented on the list that should be focused on over the next 2 years.
In addition, the committee was to bring some new people to today's meeting. It was noted that
there were several new people at today's meeting.
Mr. Miller asked the committee if they felt the list generated from last week needed to be expanded.
An additional 27 issues were added to the list. The new list is attached and incorporated into these
minutes (See Attachment 1).
After further brainstorming on ideas /issues to add to the list, Mr. Miller indicated that he came up
with 4 different categories which all the ideas /issues will likely fall under: 1) Coordination &
Involvement 2) Product Development 3) Promotion/Advertising/Marketing 4) Strategic Planning &
Vision.
Next, Mr. Miller asked each of the committee members to choose 5 of the ideas from the list that
they believed to be most important and which could be completed over the next year. Based on the
committee's choices, a new list was compiled and grouped into five categories. Finally, each of the
committee members placed their names next to the category in which they wished to be involved.
This list is attached and incorporated into these minutes (See Attachment 2).
Mr. Miller announced that at the next meeting, the committee will divide into groups and develop
actions steps for each category, keeping in mind the following questions: What, Who, When, and
How. Once completed, each group will report to the committee as a whole to refine the action
steps. Then, the groups will take action and report to the committee on a regular basis.
# 3
None.
Oral Communications
ITEM #4
1) Development of Action Steps of the Sub - Committees.
Discussion of Agenda Items for Future Meeting
Next Meeting
March 2, 2000. The meeting will be another 2 -hour meeting.
Adjournment
Meeting adjourned at 9:55 A.M.
Prepared by Gina Rubottom
ATTACHMENT 1
IDEAS /ISSUES FOR CREATION OF SUB - COMMITTEES
1) Ensure involvement of local business owners;
2) Better use of the Encinitas Brochure. How are we using the brochure to carry forward or communicate The City's image (Nature's Coastal
Paradise);
3) Coordinate the activities of the Chambers;
4) Creating a unified or integrated message (disjointed effort);
5) Tie in the Downtown Specific Plan, and Streetscape, and the North Coast Specific Plan and the Future Cardiff Specific Plan with Tourism &
Marketing;
6) Broaden the committee's definition and purpose to enfold the concept of Hospitality;
7) Focus on best use of the rail link between Encinitas and Los Angeles;
8) Develop an identity for Encinitas;
9) Promoting our beaches and Marine Preserve;
10) How to promote /market Encinitas as a destination point;
11) Promote "Flower Capital" and "Surf Capital" /obtain greater participation from these industries;
12) Create a Mission Statement for Tourism and Marketing (What are the markets and how do we get to them ?);
13) What is our theme ?;
14) Transportation /travel ideas (develop "Greyline" Tour);
15) Incorporate marketing efforts into regional marketing efforts;
16) Evaluate current use of funds;
17) Need for upgrading our product & product mix (better define our product);
IDEAS /ISSUES FOR CREATION OF SUB - COMMITTEES (continued)
18) Identify our heritage;
19) Downtown Encinitas sign;
20) Permanent downtown police presence (bikes /community policing);
21) Railroad right -of -way enhancement;
22) Improve social and physical infrastructure;
23) Programs based on children, family, and art themes;
24) Trade shows;
25) Method to evaluate strategies;
26) Airport advertising (overall advertising strategy);
27) Relationship mending between businesses and groups /central coordinated effort;
28) Visitor's center /marketing;
29) How to capitalize on neighboring amenities (Legoland, golf, etc.);
30) Parking;
31) Homeless Population with Community Resource Center;
32) Coordination of Web- sites;
33) Continuous sidewalk along Highway 101;
34) Educate residents to promote tourism;
35) Maintain ambiance;
36) Coordinate with education infrastructure;
37) Promote the Public Arts (i.e., Film Festival);
38) Mini Convention Center/Meeting Facilities;
IDEAS /ISSUES FOR CREATION OF SUB - COMMITTEES (continued)
39) Festivals — Film, Renaissance;
40) Beaches that work for everyone;
41) Convenience for locals to frequent businesses;
42) Develop image niche;
43) Skiing/snowboarding;
44) Promote restaurants;
45) Impact of Government projects on businesses;
46) Creation of an Economic Development Dept.;
47) Retail mix/Inventory services /ATM's;
48) El Camino Corridor /Shopping;
49) Focus on Uniqueness;
50) Special Events — Designer Showcase;
51) Skateboard Park and Athletic events;
52) AAA and other publications;
53) Surfing statue (holding flowers);
54) Golf Course;
55) Visitor Packages/Tours;
56) Visitor Delegations
ATTACHMENT 2
SUB - COMMITTEE CATEGORIES
1) Parking, Sidewalks, Convenience, Specific Plans, Railroad
[Bruno Scharer, Gary DeWitt, Tom Black, Sid Shaw, Crystal Wells, Fred Caldwell, Peder Norby, John McIsaac, George Gowland]
2) Ambiance, Beaches, Beach Promotion/Lagoons, Physical Infrastructure
[Ralph Rogers, Charles Marvin, Lynne Love, Julian Duval]
3) Image, Publications, Niche, Mission Statement, Programs, Visitor's Center, Packages/Tours
[Chuck Ades, Judianne Shannon, Vanessa Williams, Paula Kirpalani, Michelle Hayes, Jim Clark, Kent Bry, Kirsten Richter, Gary Tucker,
Paul Davis, Julian Duval, Marietta Rogers, James Statser, Jerry Brooks, Encinitas Chamber of Commerce: Rob, Judy Arlene]
4) Educate Residents, Involvement, City Pride
[Vanessa Williams]
5) Arts, Statues, Festivals
(Carolyn Cope, Barbara Miller, Judianne Shannon, Robert Mance, Joe Koch, Kirk Van Allyn, Dan Hare, Edgar Engert]