Last year, tourism in the Bay Area accounted for more than $33 billion in revenue, making us the largest region in California for tourism revenue. The state’s entire revenue amounted to $122 billion. Santa Clara County accounted for $5.4 billion, an increase of 6.2 percent from 2014.
What we see in these numbers is that our South Valley region has a high potential to gain much in tourism dollars in the coming years. The trick to making this happen is in marketing to potential visitors across America — and even around the world — to help them discover all we offer in recreation opportunities.
One sign of optimism for our tourism future comes with the recent announcement that Gilroy Gardens Family Theme Park is now working with Great Wolf Resorts, a Madison, Wisc.-based company, to develop an indoor water park facility on 30 acres at the Hecker Pass theme park site. If built, the multi-million dollar resort would include a 500- to 600-room lodge hotel, indoor water slides spanning six-stories high and an Olympic-sized pool. To attract corporate clientele as well as well as weddings and other private functions, it would also possibly have a conference center and banquet facility.
The destination hotel would help to open up Gilroy Gardens to more guests as many families who come for the water attractions will no doubt also visit the theme park to enjoy amusement rides set in its lush gardens. The opening of the Lumination attraction of large Chinese lanterns displays also shows the theme park’s potential to host after-hours attractions that bring visitors to the region from around the Bay Area and the state.
Opportunities abound to build the tourism economy in South Valley. We are only starting to be known for our wine and dine opportunities for visitors. Two years ago, with great fanfare the Santa Clara Valley Wine Trail opened after signs were placed along many of the region’s public roads to guide visitors to our many family-run vineyards wineries. Our region hasn’t had the slick advertising that other regions throughout California — notably Napa and San Luis Obispo — have used to build their brands.
Our wine region might have long had a sleepy start in marketing itself to the world, but that is changing now as people in surrounding cities are discovering the short drive to the South Valley — as well the lack of crowds and hardly any wait time to enjoy outstanding vino. What’s also different here is that visitors are able to walk into the tasting rooms and actually meet the winemakers and have a friendly chat with them.
“We have so many award-winning wineries right here in our backyard, but not everyone knows about them,” County Supervisor Mike Wasserman told us when the Wine Trail opened. “It’s crazy to think that Santa Clara County residents spend hours on the road driving to and from Napa Valley.”
Another potential visitor attraction for the South Valley is the upgrade of downtown Morgan Hill, with several major projects well underway. The three-story garage recently opened in expectation of the downtown drawing tourists who seek a high-quality wine and dining experience among the many city’s exceptional restaurants. Frank Léal’s renovation of the Granada Theater into an entertainment-dining center as well as his planned construction of a 60-room boutique hotel next door will also attract people to the South Valley to enjoy the quality of life here.
Many of the tourists who come to the South Valley on vacations or weekend outings can find plenty of recreational opportunities. During the day, they can shop at the Gilroy Premium Outlets, take hikes or go mountain biking at local county parks or Henry W. Coe State Park, or learn about our farm heritage through agri-tourism recreation where they explore local farms such as Andy’s Orchard and LJB Farms.
Visitors can also learn a bit about our region’s colorful history at the Gilroy History Museum and also the Villa Mira Monte estate complex in Morgan Hill. In the evening, they can join locals and enjoy live entertainment such as the Friday night music concerts in downtowns Morgan Hill and Gilroy, the South Valley Civic Theater productions of plays and musicals at the Morgan Hill Community Playhouse, the South Valley Symphony concerts at Gavilan Community College’s theater, the Pintello Comedy Theater farces in Gilroy, and live music at various coffee cafes, restaurants and other venues throughout the region.
We have plenty of fun places to attract visitors to the South Valley region. We simply need to market ourselves more extensively and let the world know the fun tourism opportunities we offer.