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OCTOBER 10, 2017

VSCC Participates in Visit California’s 10th Anniversary SuperFam

Outdoor, cultural, food and wine, and other activities are all on tap as Visit Santa Cruz County hosted the 2017 UK Visit California SuperFam October 7 – 9, 2017 for nine tour operators and two representatives from Visit California.  The group visited Steamer Lane to view a surf contest, Specialized Aviation at the Watsonville Municipal Airport for helicopter rides, the Santa Cruz Beach Boardwalk, the Santa Cruz Wharf, and participated in zipline tours at Mount Hermon Adventures, the Monte Foundation Fireworks in Capitola Village, and sailing aboard the Chardonnay. Accommodations were provided by the The Hotel Paradox, and the Beach Street Inn & Suites.  A welcome dinner was hosted by Aquarius at the Santa Cruz Dream Inn, and the group was treated to a Sunday brunch at the Chaminade Resort & Spa with breakfast at Gilda’s on the Santa Cruz Wharf on Monday the 9th. The SuperFam began in 2017 as an annual incentive trip sponsored by Visit California, the state tourism board.

Working in concert with Visit California’s UK office, the Santa Cruz County visit was part of a larger “UK SuperFam”, an annual familiarization tour and incentive program made up of key USA tour operators, retail travel agencies, and independent travel agencies in the UK and Ireland who are the key influencers in consumers’ long haul holiday decision making process.  This year, the iconic California SuperFAM, celebrates its 10th year in partnership with British Airways and American Airlines.  To celebrate this monumental occasion Visit California and destinations like Santa Cruz County offered 100 agents the opportunity to experience the very best of the Golden State from October 5th till October 12th through ten itineraries, all of which consisted of elements from each of Visit California's experience pillars:  Culinary, Culture & Entertainment, Luxury & Indulgence, and Family and Outdoor Adventure.’  The group visited San Jose and Half Moon Bay in addition to Santa Cruz before experiencing the grand finale in Oakland. Visit Santa Cruz County’s international marketing programs are supported by the Tourism Marketing District, and are designed to expand Santa Cruz County’s presence in the international market and exposure with key tour operators abroad. 


This is How We Cruz…Into Surfline!

VSCC has debuted a new installment of This is How We Cruz, the popular video series featuring the people and places that make Santa Cruz County so unique.  Following the success of “Between Farm and Fork” and “Skaters Gonna Skate,” the newest production features Sean Venus from Venus Spirits and Martijn Stiphout of Ventana Surfboards. Utilizing Surfline – among various other initiatives - to provide its 1.8 million views to the site overall per month with a teaser for the video, VSCC has reached a new audience with the surf community. The video is featured on the Steamer Lane overview camera portion of the site, which receives 88,000 views per month.

The video was produced by Mering Carson, Visit California’s agency of record.  Surfline specializes in surf forecasting and surf reports, live webcasting, photography, videography, as well as editorial coverage of the sport of surfing.  Supporting the surf community worldwide since 1985, surfers can check swell predictions in advance, wave and weather conditions, and see in real-time through surf cams what the beach conditions are all over the world.


VSCC Staff Attend DMA West Education SUMMIT

The Destination Marketing Association of the West hosted its annual Education Summit in Las Vegas September 27 – 29th.  VSCC staff attended, and participated in experiential sessions, general sessions, workshops, and breakout groups, during the three-day conference.  International travel and policy communications, new trends in measurables and ROI, sponsored content, and roundtables focusing on sales, marketing, and operations are just a few of the topics which were covered. 

Brand USA Public Policy Vice President Aaron Wodin-Schwartz kicked off the Education Summit with a general session entitled “Policy Decisions Impacting the Travel Industry.”  A panel discussion with DMO representatives focused on cultivating and strengthening relationships with local hospitality partners and networking opportunities rounded out the event.

Stay Connected to “Vision Santa Cruz County”

The County of Santa Cruz is embarking on its first-ever strategic plan, and is opening up the process to the community:  How can the county improve the services they offer? Where should the county focus its efforts? Scheduled to be completed by June 2018, the strategic planning process around “Vision Santa Cruz County,” seeks to engage residents, businesses, nonprofit organizations, youth groups, churches, local governments, parks officials, libraries, schools and more to help establish a common vision and set of goals for the future of Santa Cruz County. To add your opinion, offer suggestions, or just keep track of the process, click here

Partner Profile Video

O’Neill is the latest local business to be featured in VSCC’s Partner Profile Video program! 

Partner Kudos!

The Santa Cruz Beach Boardwalk has once again been named the world’s Best Seaside Park by the amusement industry: their 10th Golden Ticket Award! The award was announced during the 2017 Golden Ticket Awards at Lake Compounce amusement park in Connecticut on Saturday, September 9.  And for the first time, the Boardwalk will offer ice skating this winter. See you on the ice!

Join the Central Coast Tourism Council

Expand your regional marketing message by joining the Central Coast Tourism Council. CCTC helps to promote all the amazing destinations, attractions, accommodations, and activities within California’s Central Coast. Email CCTC for details!  

Did You Know…

that the Crow’s Nest restaurant, the Santa Cruz Dream Inn, the Best Western All-Suites InnCharlie Hong KongEl PalomarLa Posta, and Soif are just a few VSCC partners which have earned a City of Santa Cruz Clean Ocean Business designation for 2017? These businesses furthered major environmental stewardship programs including pharmaceutical diversion from water sources and treatment facilities, and reclaiming water for reuse purposes. The Seaside Company of Santa Cruz was recognized for their specific contributions to the healthy and sustainable environment of the Monterey Bay at the Pollution Prevention Awards in September, hosted by the City of Santa Cruz’s Environmental Compliance Program in association with the California Water Environment Association.