Revamped I AM Santa Barbara program starts up for 2015-2016; Visit Santa Barbara’s monthly trainings create South Coast tourism ambassadors

The South Coast’s revamped hospitality ambassador training program, I AM Santa Barbara, returns for a second year, with monthly trainings beginning Wed., Sept. 30 in Santa Barbara.

I AM Santa Barbara is an interactive training program designed to provide knowledge and new insights about the region to the hospitality industry and community. Free and open to hospitality professionals, it is presented by Visit Santa Barbara, the nonprofit destination marketing organization for Santa Barbara County.

Equipped with destination facts and information, industry workers and volunteers can enhance the travel experiences of area visitors and encourage return visits. Each participant receives an I Am Santa Barbara ambassador certificate, plus discounts and passes to area attractions.

Each three-hour training consists of a classroom presentation followed by a bus tour of the region. The classroom training focuses on Santa Barbara’s history, recreation, food and libations, culture, events and important community issues directly affecting the travel industry. The tour highlights Santa Barbara’s main attractions and what sets the area apart from other destinations.

New features of I AM Santa Barbara for 2015-2016 include:

Fresh content that incorporates Santa Barbara’s new attractions and issues
A separate I AM SB: Go Goleta! extension program that provides special training on The Goodland

In 2014-2015, I AM Santa Barbara held 11 training sessions and graduated more than 225 people who are now ambassadors of the South Coast, better able to promote The American Riviera® to tourists.

Don’t miss out: Sign up today for I AM Santa Barbara. Trainings will be held in the Discovery Pavilion of the Santa Barbara Zoo, 500 Niños Drive. The first class, Wed., Sept. 30 from 1:30 p.m. to 4:30 p.m., is almost full. Spaces remain in the next class on Wed., Oct. 28. The last class of 2015 is Wed. Nov, 18, but trainings will resume again in late winter / early spring 2016.

For more information or to sign up, visit or email


Visit Santa Barbara is a nonprofit 501(c)(6) organization jointly funded by the City of Santa Barbara, the County of Santa Barbara, the South Coast Tourism Business Improvement District (TBID) and by a membership of hospitality-related busi­nesses. The primary mission of Visit Santa Barbara is to enhance the economies of the City of Santa Barbara, South Coast communities and Santa Barbara County areas through tourism marketing that increases business revenue, tax revenue and creates jobs. Stay informed about Santa Barbara news with our Media Center, press releases and blog,


Jaime Shaw Karna Hughes
Communications Manager Director of Communications
Visit Santa Barbara Visit Santa Barbara
(805) 966-9222 x107 (805) 966-9222 x112

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