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AUGUST 10, 2017

Visit Santa Cruz County

Springtime Occupancy Soars!

Smith Travel Research reported a springtime uptick in occupancy heading into summer 2017, with May and June occupancy at all-time highs in over 10 years.  The increase is great news with the oncoming increase of hotel inventory and the newest property – the Hyatt Place in Santa Cruz – expected to open in less than a month. 

January through June occupancy in Santa Cruz County increased by 1 ½ percent year-to-date, while statewide occupancy increased by .3 percent.  Additionally, May and June occupancy year-over-year saw increases of 5 percent and 4 percent, respectively.  RevPAR also saw an uptick, with Santa Cruz County up by 2.6 percent year to date, outperforming California’s average 2.1 percent increase. 


Visit Santa Cruz County

VSCC Gears Up for Fall Festival Series

Although September is just around the corner, VSCC is promoting extended summer events, as fewer crowds, lower hotel rates and some of the year’s best weather can be found right here.   Since the autumn months are packed full of things to do for locals and visitors, VSCC is kicking off its annual Fall Festival Series marketing campaign designed to increase visitors’ awareness of all the fall tourism season has to offer.   

Signature events will be promoted through several key marketing avenues, including a coordinated television, online, media relations, and social media marketing efforts. Television spots on Comcast in the San Francisco Bay Area and Sacramento will coincide with banner ads throughout the fall.  Meanwhile, the campaign will be promoted on social media, including Facebook and on VSCC’s blog at and through a monthly consumer e-newsletter.

The Fall Festival Series will also be promoted through media relations efforts and will have an expanded presence on, and a mailing to over 100 local hotels countywide consisting of promotional postcards announcing local events and VSCC’s website as a resource.  For more information, contact VSCC. Let’s Cruz!


UK media mission

VSCC Participates in U.K. Media Mission

For the first time, Visit Santa Cruz County participated in the Visit California U.K. Media Mission. Held every two years and offering a sales component for the trade market, this event offers delegates the chance to develop and maintain important trade and media contacts in California's primary European source market.

To optimize engagement and maximize ROI, the 2017 mission included activities in both London and Dublin for both the trade and media delegation. Delegates from both tracks began the mission in London before flying to Dublin for the annual Summer Soiree - attended by the US Ambassador to Ireland and sponsored by Brand USA. From there the PR track diverged from the larger trade delegation for media activities in London and Dublin; and traveled to Glasgow in lieu of Manchester before all meeting back in London for the final events and a farewell dinner. 

The UK – England, Northern Ireland, and Scotland - is California’s second largest overseas market which contributed $1 billion in travel-related spending to the state’s economy last year. For Santa Cruz County, the UK has been identified as the largest inbound overseas market for the destination.  Visit California is heavily invested in the UK market with integrated marketing activity over the past several years, which has helped California establish a strong brand presence, retain market share and contribute to steady incremental growth year over year. Building and maintaining media and trade relationships in these markets continues to be a priority for Visit Santa Cruz County.  According to 2015 visitation statistics, the combined markets of U.K. and Ireland produced 847,000 visitors to California with a total spend of over $1.29 billion. The Visit California UK Media Mission provides DMO’s with an opportunity to understand the market through first-hand experience of the trends and expectations of the travel media in the U.K. and Ireland.

2018 Traveler’s Guide to Feature New Design

VSCC will unveil a completely redesigned 2018 Official Visit Santa Cruz County Traveler's Guide. Debuting in January 2018, this new design will be a true reflection of the Santa Cruz lifestyle, featuring a slimmer, more user-friendly and portable size, timely and useful destination editorial and bold new photography:  all combined to deliver an inspirational, one-of-a-kind publication which will deliver maximum exposure for your business.  Want to learn more?   Contact Gary Green

Calling All VSCC Wine Partners!

September marks California Wine Month, and VSCC is gearing up for promotional and social media efforts around local wineries, and wine-related businesses.  Are you offering a special, discount, or tour to commemorate this annual celebration of California’s 5,900 wine grape growers and 4,700 wineries – many of them family-owned? Let us know about it

DogTrekker Barketing Efforts

VSCC continues its promotional efforts with DogTrekker.  Click here for the latest  story, featured on Dogtrekker’s website!

On the Road with Mount Hermon Adventures

When Karma Automotive, a U.S. automaker based in Costa Mesa wanted to promote the Revero, their luxury electric hybrid sedan, the company enlisted the help of Mount Hermon Adventures.  Take a look at this beautifully-produced video!

Did You Know…

that according to a recent study, vacation usage rose to an average of 16.8 days in the U.S.?  This indicates that despite the 662 million vacation days were left unused in 2016, the United States’ no-vacation issue softened slightly softened last year: The average American took 16.8 vacation days in 2016 compared to 16 days in 2014, a 5 percent increase.  California ranked 13th in the nation in terms of unused time away, while Maine holds the top spot when it comes to vacation usage (followed closely by Hawaii at #2) with just 38 percent of its workers leaving time on the table.