The city of Benicia’s investment of $65,000 a year for its contract with Wolf Communications has been questioned because the city cannot definitively show a direct link between either the number of tourists who visit Benicia nor the dollars spent by those visitors. It is not realistic to base one’s opinion on the absence of information as proof that our tourism efforts are not effective. Instead let’s evaluate the value of our tourism program with information that does exist.
A big part of Benicia’s tourism campaign is securing positive stories in newspapers, magazines, television, radio and online about visiting Benicia. Examples of coverage during the last 18 months that were a direct result of this effort include a feature article in the San Francisco Chronicle by travel editor Spud Hilton titled “Benicia deserves a closer look as history and art haven.” The story also appeared on sfchronicle.com and sfgate.com.
Coverage during this time period included the San Jose Mercury News’ “Benicia day trip a respite from the Bay Area Rush,” Oakland Magazine’s “Charming Benicia is just a bike ride away,” a Diablo Magazine cover photo with coverage inside, the East Bay Times’ “For a nearby getaway, try historic Benicia,” a Santa Rosa Press Democrat article about visiting Benicia, and much more. Benicia also purchased ad space online and in publications that reach the city’s target demographic, including Sunset Magazine, Via Magazine, the official California Visitors Guide and Google AdWords.
Important elements of the tourism effort are email marketing, social media and videos promoting Benicia. The city’s marketing firm also researches, writes and posts blogs approximately twice a month that are promoted on social media to keep a steady stream of reasons to visit in front of Bay Area consumers. A key tool of the tourism effort– the website created for visitors (visitbenicia.org)– is now being completely redesigned, and is expected to launch in the next few months. Benicia’s popular events are also part of the campaign strategy. We’ve all seen how many people come to Benicia during many of our events. An example of how the marketing firm can help are event-focused blogs, newsletters and articles such as last summer’s Mercury News column titled “Benicia Peddlers Fair tops August antiques shows.”
It is anticipated that in 2016, the downtown business will have generated over $215,000 in sales tax revenue for the city of Benicia: the highest ever! More importantly, this equates to over $21 million of economic activity in our downtown. Certainly one cannot attribute this success solely on the tourism effort, but I contend that the city’s marketing effort has made a significant impact. For example, during the Great Recession the only economic sector in Benicia that saw growth was in our downtown, precisely during the time when the city initiated its contract with Wolf Communications. Additionally, our return on investment (ROI) with the Wolf contract is nearly seven times the value of the contract. Yes seven times! Lead by city staff, with the expertise of Jack Wolf, the city’s tourism team generated numerous articles featuring Benicia. The value of these articles in the last 18 months (the cost if Benicia had purchased the same space through advertising), was more than $655,000. The city’s investment of funds in our tourism program is very well spent. As a business owner for the last 11-plus years and between 1988 and 1992, I have seen a remarkable difference our efforts have made in the makeup of my customers and where they come from. Benicia has become a meeting place for visitors to have lunch, shop, sip wine and be pampered. They love the small town charm and appreciate the first class businesses that line the street. Many of which are destinations in their own right.
We have proven that Benicia is a tourist destination. The town is rich in history and the arts, and it is blessed with a beautiful waterfront setting and a vibrant downtown that offers unique services, product and dining. We are indeed a Great Day by the Bay!
Christina Strawbridge is the owner of Christina S Fashion Destination and a member of Benicia Main Street’s board of directors.
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Sorry Christina I do not agree. I admire your personal efforts and many other downtown business’ efforts. But the investment must be able to show who came to Benicia and from where. I do believe the Peddlers Fair, Christmas Tree lighting and the Fourth of July event have all preceded Wolfe. Peddlers Fair built its own reputation and following as did the other two. All three had nothing to do with Wolfe and would have been successful anyway. Those three are the biggest events every year in Benicia and they do draw crowds. .We must remember that measure C also added 1% to sales tax. Which in reality doubles the normal 1% the city gets. So could it be First Street sales tax increase benefited from that as did the city. Trying to market Benicia when you are surrounded by other destination cities is very difficult. But it has been done by other close by cities. Napa and Healdsburg are two very good examples. You visit and return. Light years ahead of Benicia. How did that happen? I would hope economic development and Wolfe could explain that. There is no doubt that many newer Bars and Eating establishments have succeeded on their own. Three good examples are the Rellik, Lucca’s and Rookies. All local owned and promoted on their own weather it be by print or social media. I do believe they cracked the code. I also understand specialty shops with clerks and their book of business contact their customers when a new collection comes in. Yes other business have developed an out of town business. I do believe it was not because of Wolfe but because of their own personal efforts and they do support the local magazine and paper with advertising. But remember that is local. I would like further explanation on the ROI on the Wolfe investment. It does appear that with this years $65,000 the investment will be over $700.000 with Wolfe. I do believe the marketing efforts must be explained and defined to support that return on investment. I am not against investment in tourism but it must be detailed and qualified. We must remember if you look in the Sunday papers you will see many other bay area destination promoted. We do not have a lock on it. I do admire Christina and her efforts and this comment is not a knock on her at all. Just a personal view of marketing. You become a destination with the efforts of all and the real key is do they return. Maybe Christina can tell me about the return tourist. I also believe if they come they will like it. But how often will they return to this lovely city is the key. I would like more info and maybe you can convince me I am way off. Thank you Christina for your efforts.
I think Benicia has missed out promoting the waterfront. The First Street Green is an example: perfect location for a waterfront restaurant or entertainment establishment. People could sit on a porch and enjoy the views and eat or drink. But instead, we have a lawn. Most days there are only a couple of people using it.
Benicians love the quaint feel of First Street. But quaint does not attract tourists. We are NOT a destination town. Quaint and quiet. And passerby’ would never pull off on I780 given the ugly state of our off ramps. Why would they? Our town looks like an unkept trashy town with our weed filled off ramps.
We are fooling ourselves if we think Benicia is a destination town. It is not. Then again, I could be wrong … Tourists may be interested in traveling to see our lawn next to the Bay!
I think the slogan “Great Day by the Bay!” should probably be nixed. Realistically speaking, on an average day a visitor to Benicia could spend a couple of hours dining and shopping, definitely not a day. Also, the potential for historic tourism to Benicia, although it exists, has not been fully realized. That said, the big thing that prevents Benicia from being a destination is that it is viewed as a refinery town. One cannot miss the obviousness of this along the main approaches into town. Unfortunately, there probably are no refinery towns in all of the U.S. that qualify as “destinations”.
Coming from Martinez or Vallejo most folks see no sign of the Refinery. Coming from Fairfield or Cordelia yes you do see the Refinery. You may be surprised how many folks that do not even know their is a refinery in Benicia. I was shocked. The other four refinery’s are very easy to spot.;. Cannot miss them.
One can definitely see the stacks and tanks coming from the south on 680. One might not see the whole refinery, but enough to positively identify it as a refinery or heavy industry. That much is clear. What one cannot see from either the north or south approach on 680, is a quaint downtown area.
Not at all like gong north to south. The rtfinery sticks out like a sore thump in Martinez and as you proceed further south. Not the case in Benicia unless you proceed on to Fairfield. Your point is well taken.
I appreciate that my point is well taken. However, it is also factual. I’ve included a street view, prior to making the split to Fairfield, on Google Maps to illustrate this.
https://www.google.com/maps/@38.0432371,-122.1220521,3a,15y,332.13h,88.83t/data=!3m6!1e1!3m4!1scyQvcsHtuO8bvilIdkCh4g!2e0!7i13312!8i6656!6m1!1e1
Judging by what I see downtown all the time a LOT of people now consider Benicia a destination. The challenge will be to keep up the publicity so that it doesn’t fade in people’s minds. A couple of years ago I represented the Historical Museum and the city at the Sunset weekend event in Menlo Park. Many people I spoke with had heard of Benicia only because they had seen it on a sign during their travels. We are hidden and an oasis. One really has to get off the freeway to see what’s here. Ergo, the need for publicity and promotion, at least for some period of time..
You still must have a reason to come to Benicia. First Street can only draw a few tourist. I see folks that come once and then what? You tell me. No lines to get into cafes or bars except the Rellik on certain days. Yes the day/night before Thanksgiving is the biggest bar night all over this country and Benicia it is also. That is not enough.. I have never had to make a reservation for dinner, breakfast or lunch. Even during the traditional dinning out days. Never have to wait. Far from a tourist destination. I wish it was different. I lo0ve this city but it has some financial revenue stream issues that must be addressed. Wolfe is not the answer.
The important thing about sales tax is did in increase with inflation. From 2007 thru 2016 the increase will be about $22,000 dollars over a nine year period. That is not good. Also 2014 the sales tax was about $209,00 dollars and projected to be $215,000 in 2016 two years later. That is a $6,000 dollar increase. over two years. Try 1 1/2 percent increase per year. That is not good. I judge my conclusion on expense to direct results. Being that First Street is the comparison that is not good. An expenditure of about $120,000 dollars to have a sales tax gain of $6.000 seems very out of line. We are only talking about First Street for tourism. Those numbers cannot be explained. I just evaluated the tourism program with numbers that do exist. I think an explanation for those numbers needs to be presented. The $700,000 expense over the the years that Wolfe has been doing this cannot be explained. Those numbers are proof that the money was not well spent. Tell me why I am wrong. The only explanation I can think of is that if we did not spend that money the First s
Sorry: First Street would have tanked. No proof that about $60,000 dollars a year saved First Street.
I lived in Benicia from 1992 until 2014. My wife and I loved living there and my oldest son (now 35) made a great comment the other day: Benicia was a great place to grow up. I did not appreciate it then, as much then as I do now”
He is right, Benicia is a great family town, but it is not a great tourist destination. Mr. Petersen’s comments are valid and I will add one more:;
Benicia lacks ‘destination’ restaurants.
Yes there are good restaurants in town, but seriously: When a Benician wants a special evening, where does a Benician go?
For or us, it was Napa, Walnut Creek or occasionally the City. Sorry to be blunt, but if you want to draw in tourists, that need that extra attraction.
A lot of what we are talking about is financial responsibility and good financial decisions. Lets take a look at the next three year budget items that will increase. Number one is CalPers contributions to CalPers by the city as the employer. The 2016/17 budget for CalPers contribution 5,140,000. Expected to rise to about 5,840,000 for 2017/18, rise to 6,500,000 2018/19 , , expected to rise to 7,316.000 for 2019/.20 budget. Tack on to that the employees increase for 2017/18 of about $200,000 and also for 2018/19 and 2019/20 if there are no further employee salary increases. We all know that will not happen. So as you see the budgets just for the next three years will increase by $900,000, 1,600,000 then by 2019/2020 to about 2,400,000. It does not end there. So as you see in a financial strapped city the Wolfe money was not at all responsibly allocated. How that happened the city council will have to tell us. Is was a very irresponsible allocation of badly needed money. It gets worse over the ten year haul. This council must do something. Keep your eye open for the 2/28/17 council meeting. It will be revealed at that time. I am spot on.
The head line of this article got it wrong. Benicia is not a great tourist destination. As I have said in the past $605,000 did not make Benicia a tourist destination. I suggest the residents read Sunday February 26, 2017 Sunday papers. The S F Chronicle has an outstanding separate cover under travel on the Napa Valley. Anyone ever hear of the Napa Valley. I do think so. The Bay Area News group has an outstanding section on Tuolumne gateway to Yosemite National Park. I do believe we all know about this area. Do the residents of Benicia really care if Benicia is a tourist destination? I will let them talk about that. If they do they are going to have to gather together and work with the City on a well funded Economic Development Plan. It must have a short and long term plan with definite goals and accountability. We at present do not have one. I love and support this city as it is. But at the same time I do understand to maintain this fine city it must have a strong revenue flow. We do not have that at present. Sorry councilmember Steve Young and Mayor Patterson Valero is not the Bank of Benicia. Economic Development Group is going to have to make a strong presentation to the City of Benicia with very strong plans to get the job done at what ever level is needed. It is not easy and will take a determined all out effort with funds to back it up but not like Wolf. Unconfirmed results do not get it. A great destination does not fade in peoples minds. It can live off word of mouth. We do not have that. How can we say we see folks downtown and determine if they are tourist. I question that. Maybe the true tourist destination is our own residents. Give them something to shop and stay in town for. The city at present has limited sources for that. There are without a doubt some very successful shops ect. in town. But not enough for sure. Lets see just how this goes forward. The real test will be the City of Benicia budget. Make sure you review the Feb 28th council meeting. It will I hope enlighten the residents. If not we will remain a drive by city.,