Report on the Benicia Tourism Branding kickoff meeting

By Rick Ernst

BENICIA, CA / November 15, 2007, 8:00 AM
Over 50 Benicians attended the Economic Development Board Special Meeting held at the Benicia Historical Museum at the Camel Barns at 6:00pm Wednesday evening, November 14th, to discuss ways to improve tourism and commerce in the City of Benicia. At its October 2nd meeting, the City Council approved the request to contract the Placemaking Group (placemakinggroup.com) for $40,000, with the intent to work on developing a tourism "brand" for Benicia.

After an introduction by the Placemaking Group’s Senior Vice President, Mr. Irvin Hamilton, many suggestions and comments were provided by the participants in attendance.

The Placemaking Group is a full-service public relations, web, and marketing communications firm, with special expertise in the areas of land use and travel. Their job is to position or "brand" Benicia effectively, communicate what sets it apart, and inspire the right people to take the right action to visit our Town.

Ideas expressed during the discussion period included

• improving communication amongst all the groups in town,
• using the public cable access more effectively,
• increasing the presence of the arts community,
• improving the "gateways" to the City,
• creating positive and sustainable momentum,
• exploring the important concept of "localization" (especially with the upcoming peaking of oil supplies), and
• exploring higher architectural standards (vis-a-vis Alexandria, Virginia) that are acceptable to the community.

With increased tourism, the town can become more cohesive with additional evening venues established at the Arsenal and Downtown.

Mr. Irvin asked the question, "What would happen if tourism increased by 15%?" and asked for positive outcomes and possible negative effects of such an increase. Some business owners cautioned that with success, rents could rise and drive local business out allowing for the national "formula" stores to dominate that many felt was not a desirable outcome. The sentiment was expressed that Benicia has too many "formula" stores in town as it is. The concept of attracting group activities to Benicia, such as retreats and conventions, was mentioned as was the need for a ferry terminal at the foot of First Street. Mr. Irvin concluded his remarks with the importance of retaining the character of the town and stated that it is very possible to do so.

Finally, Mr. Irvin asked everyone in attendance to describe Benicia "in one word". Among the responses, the participants mentioned charm, community, historic, romantic, breezy, friendly, industrial, hills, cozy, magical, peaceful, hues, and artistic.

Hopefully, we're on the right track to increasing tourism, bringing revenues to our City, and making Benicia an even better place to live and play.

The Placemaking Group wanted as many Benicians as possible to complete a survey and express their opinions about how to improve Benicia Tourism. Any resident or stakeholder in Benicia is invited to go online to placemakinggroup.com/benicia/beniciasurvey.html and complete the confidential survey. [Editor's note: this link is not working at this time. We will correct it when possible.]

Contact Amalia Lorentz, Economic Development Manger, with any further questions or suggestions at 746.4202.