‘Celebrate Tourism’ held in conjunction with National Tourism Week
Published in the April 27 – May 10, 2016 issue of Morgan Hill Life
By Staff Report
Jane Howard
The Gilroy Welcome Center will host a special “Celebrate Tourism” event at Gilroy Gardens May 6 to bring local leaders and business people together and encourage discussion on how to build the tourism opportunities for the South Valley region for future economic growth.
Morgan Hill Life asked Jane Howard, the center’s executive director, about the conference and how tourism opportunities have grown rapidly for the South Valley region in recent years.
What is the Celebrate Tourism event and why might people wish to attend to learn about promoting the South Valley region to visitors?
The Celebrating Tourism in Gilroy event is being celebrated in conjunction with National Tourism Week which is May 1 to 7 this year. The event will celebrate the positive impact of tourism and travel on our local economy and attendees will learn more about new and exciting plans for tourism opportunities that can benefit our entire community.
Why is tourism a growing economic opportunity for South Valley businesses to take advantage of?
Tourism is a growing economic opportunity in our valley partially due to the incredible strength of tourism in California. Total travel-related spending in the last year increased 3 percent to $121 billion. In the Central Coast region (which includes Gilroy and South County), visitors spend a total of $7.7 billion each year, generating more than $277 million in local tax revenue and impacting more than 76,000 jobs.
South County businesses need to capitalize on the huge number of visitors coming to the area by being “visitor friendly” in regards to customer service and providing a warm, inviting experience for all who visit the area.
How can Morgan Hill and Gilroy work more effectively together to develop the tourism economy in the region?
Gilroy has had a long-standing organization focused on promoting tourism to the region — the Gilroy Visitors Bureau and Gilroy Welcome Center. Thanks to the vision of the Gilroy Chamber of Commerce and the city of Gilroy the GVB was launched with funding provided primarily by the City of Gilroy.
Since 2013, funding for the GVB has increased due to the formation of the Gilroy Tourism Business Improvement District, which was brought forward by the lodging properties in Gilroy. To more effectively develop tourism to the region, Morgan Hill needs to develop a strategic plan that can be used in collaboration with the Gilroy Welcome Center adopted plan and together we can implement strategies to promote amenities we share including wineries, golf, events and outdoor recreation.
Our wineries and fine dining restaurants are a big draw for tourists. How can be better leverage these local attractions to encourage more people to visit the region?
Our wine region is definitely a “hidden gem.” Establishing the Santa Clara Valley Wine Trail was a huge accomplishment led by Supervisor Mike Wasserman. The Gilroy Welcome Center promotes the Santa Clara Valley Wine Region by telling the story of the rich history of the valley. The attractiveness of wine tasting in the valley is the value, the experience and the tasting room sensation which is so down-to-earth. The owners and winemakers are often around, so it’s a personable experience. And not to forget, the wines just keep getting better and better. As more and more of our restaurants add local wines to their menus, the opportunity for visitors to learn more about the numerous varietals grown in this area is invaluable.
Farm to Table tourism is growing and can be a big deal for promoting the agri-tourism industry here. How might we grow this in the region?
I believe the recent announcement of the opening of “The Stomping Ground” is a great example of agri-tourism coming to fruition in the area.
Local winemakers Jason and Janu Goelz (Jason-Stephens) and Tim Slater (Sarah’s Vineyard) will be transforming a seven acre site just off Highway (U.S.) 101 in Gilroy into a wine production, cellaring, storage and fulfillment facility with future plans calling for the formation of tasting rooms, food vendors and entertainment. The new destination will eventually become a true “wine and food oasis” in South County.
For more information on the Celebrate Tourism event, email Jane Howard at [email protected].
