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April 14, 2022

IN THIS ISSUE…

PAST TRAVEL FORECASTS…

VSCC Staff Returns From DMA West Technology Summit

The annual Technology Summit hosted by the Destination Marketing Association of the West was held in Tuscon, AZ this month. VSCC’s Social Media Director Rachel Endsley, Online Marketing Director Daryl Zape, and Marketing Communications Coordinator Jennifer Day joined representatives from other destination marketing organizations to learn about the latest resources and trends in digital marketing and social media.

From March 30 – April 1, presentations and workshops covered a variety of topics such as rethinking ROI, leveraging LinkedIn for meetings and groups, tactics and trends around social media advertising, and best marketing practices for DMOs. Labs, vendor showcases, and educational sessions led by industry experts focused on rising trends in the digital marketing industry. VSCC staff returned with new ideas about how to utilize social media and digital platforms as well as ways to assist partners in growing their own online presence. 

Restoring Brand USA Act Approved by Biden Administration

Last month, President Biden signed the $1.5 trillion omnibus spending bill. The bill includes the Restoring Brand USA Act – H.R. 4594 – which provides $250 million in relief funding for the Corporation for Travel Promotion, also known as Brand USA, the destination marketing organization for the United States. This has been one of the U.S. Travel Association‘s top legislative priorities. The bill also includes a number of other key travel-related provisions that U.S. Travel has been advocating for. 

Considering VSCC’s proximity to Mineta-San Jose International Airport – in addition to SFO and Oakland International Airport – and the fact that VSCC has made significant inroads in the U.K. and German markets, VisitTheUSA.com, The Brand USA, and the U.S. Travel Association‘s IPW for travel trade and international media opportunities are critical to Santa Cruz County’s marketing efforts abroad.

The bill also:

Read more about the U.S. Travel Association’s priorities for the Restoring Brand USA Act here!

New Map Available for 2022

Visit Santa Cruz County announces the eighth edition of VSCC’s Santa Cruz County full-color, two-sided map featuring display ads from local partner businesses. This easy-to-read 8 ½ x 17-inch map showcases the entire county and includes an exclusive distribution of 62,500 copies throughout the area. 

The map will be available at the Visit Santa Cruz County year-round Visitor Center once reopened and distributed to hotels and motels throughout Santa Cruz County, key locations and points of interest, and at local rental car agencies.

Distribution of the map will officially begin in May – prior to the start of the summer season. A big THANK YOU to the 23 advertising businesses supporting this program! New display map partners include Bookshop Santa Cruz,

Café Mare, Capitola Beach Company, Capitola Mall, Capitola Village Business Improvement Association, Club Ed Surf School, Heavenly Roadside Café, Hula’s Island Grill and Tiki Bar, Kissed by an Angel Winery, Las Palmas Taco Bar, Martinelli’s Company Store, Pacific Thai, Patrick James, The Penny Ice Creamery, The Ride Guides, Sanderling’s Restaurant at Seascape Beach Resort, Santa Cruz Museum of Natural History, Santa Cruz Sea Glass & Ocean Art Festival, Silver Mountain Vineyard, Super Silver Inc., Tannery Arts Center, Walnut Avenue Café, and Zelda’s on the Beach.

Save the Date!

The 2022 Northern California Hotel Conference & Trade Show will take place Thursday, May 12 at the Doubletree Hotel in San Jose. This free, in-person joint conference with the California Hotel & Lodging Association and the Asian American Hotel Owners Association is an opportunity to network with industry peers, leaders, and suppliers. The agenda includes education sessions, a general lunch session, tradeshow, and a reception. The benefit of CHL&A membership enables TMD members to attend. Register at this link! 

Partner News

Congratulations to Ann Morhauser of Annieglass Studios, who was named Artist of the Year by the Santa Cruz County Arts Commission! John Bargetto’s latest venture, Regan Vineyards and Winery is set to launch in Corralitos! Tastings are hosted in a gazebo in the middle of the vineyard on this 53-acre site. And welcome Laurie Egan, new executive director of the Coastal Watershed Council!  

Masking Continues on Public Transportation

In March, the Biden administration announced that the federal mask mandate on public transportation and transportation hubs — which was slated to expire on March 18th — would be extended 30 days to Monday, April 18th. Following this announcement, the U.S. Travel Association immediately issued a press statement calling on the administration to normalize travel conditions by phasing out the mandate.

Volunteers Needed!

The Santa Cruz Mountains Trails Stewardship is looking for volunteers to help with projects at the soon-to-open San Vicente Redwoods. Volunteers are needed for small-scale weekday drop-in trail work, “Saturdays at San Vicente” workdays, and large-scale supported Dig Days. More information about all volunteer opportunities can be found here!

Did you know……

that according to studies by Oxford Economics, over the past eight years the Brand USA’s marketing initiatives have helped welcome 7.7 million incremental visitors to the United States, benefiting the U.S. economy with more than $56 billion in total economic impact and supporting, on average, more than 45,000 incremental jobs a year?