CVB Renamed “Visit Santa Barbara”

Tuesday, August 20, 2013
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Last Thursday, amidst gourmet appetizers and fine wines at the Santa Barbara Historical Museum, the Santa Barbara Conference and Visitor’s Bureau and Film Commission officially announced that its name is now Visit Santa Barbara, a change that comes with new plans for marketing the county as a premier tourist and filmmaking destination while building upon the billion dollar travel industry.

According to Visit Santa Barbara’s five-year strategic marketing plan, which began in 2010, the organization’s “aggressive” marketing tactics have resulted in an increase of roughly $45 million in lodging revenues through the 2012-2013 fiscal year. The name was changed to ensure that “ongoing local success,” said CEO Kathy Janega-Dykes, who also revealed the new logo that incorporates an image of Saint Barbara and is, in her words, “contemporary, fresh, and truly evokes the meaning of Santa Barbara.”

In addition to more press trips, Visit Santa Barbara us also conducting a complete revision of the Santa Barbara visitor’s guide, which will do away with traditional advertising and instead offer partners the chance to collaborate with editors to create “custom content” for the guide. Those partners will pay the publication a sum of money that’s roughly equivalent to the editorial content they contribute and receive, according to Heather Buchman, representative for the guide’s publisher, William Lee Creative Agency. Buchman said this new editorial and advertising system will allow the guide’s imagery and written content to “blend seamlessly.”

Another change to the bureau’s overall marketing strategy is the film commission’s upcoming development of a “production incentive”’ that will reach out to several media production sectors — still photography, television, and film — and is expected to debut sometime in September. By providing a financial incentive that is unique to Santa Barbara and connects with so many sectors, the new fund will be the only one of its kind in the state, according to Geoff Alexander, film commissioner for Santa Barbara County. “We have to innovate,” said Alexander. “It’s really competitive for all the cities in Southern California.”

But Santa Barbara has the ability to stand out from the rest, with not only a continually growing travel sector, but a booming wine industry as well. Magan Kunin, owner of Kunin Wines, said the oceanside Funk Zone — in which several wine tasting rooms, restaurants and public art displays all mesh together — offers visitors with a travel experience unlike anywhere else.

“Santa Barbara is an exceptional and beautiful town where you can walk and visit 18 tasting rooms and never have to leave downtown,” Kunin said. “You can’t find that anywhere else.”


Independent Discussion Guidelines

I saw the "Image of St. Barbara that they are using and I was not terribly impressed, it seems a lot like the starbuck's logo. but it's pink or purple.
how is St. Barbara relative to SB other than the name? I don't believe she ever visited SB. I do like the name change to "Visit Santa Barbara"
I think the logo could be the subject of a design contest where local citizens submit Artwork to be voted on by the public.

GluteousMaximus (anonymous profile)
August 20, 2013 at 4:50 p.m. (Suggest removal)

This seems like odd timing, given the film industry's and TV production industry's exodus from California, particularly since the exodus has been from LA for years, where production costs are much lower than in Santa Barbara. At least it gives local government another excuse to raise taxes to encourage transient immigrants to Santa Barbara while quashing non-tourist-related local enterprise. How many more tourist industry workers will receive low-income subsidies and need public transportation? Wonder why SB's population is decreasing? The stock market correction has just begun, how long before the real estate market follows, with decreased property tax revenue? Does the city of Santa Barbara have any policies that qualify as sustainable?

14noscams (anonymous profile)
August 20, 2013 at 6:42 p.m. (Suggest removal)

I heard everybody hates the new logo

JamPenn (anonymous profile)
August 23, 2013 at 11:31 a.m. (Suggest removal)

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