LAKEPORT >> As part of the county”s ongoing efforts to increase tourism, the Lake County Board of Supervisors approved an ambassador program Tuesday.
Tuscon, Arizona-based Mickey Schaefer and Associates, will provide the services to develop the program, which will train 200 county employees in tourism customer service.
“The training program is developed and customized to fit the needs and showcase the unique characteristics of the community,” Lake County Senior Administrative Analyst Jill Ruzicka said. “Consistent messaging about the lake and its conditions could prove beneficial for numerous stakeholders, no just the tourism industry.”
A similar program was implemented in Sonoma County, with great success, Ruzicka said. With approximately 1,500 county employees, police officers, real estate agents and industry professionals becoming certified.
The aim of the program is to maintain an accurate, positive and intelligent message regarding Clear Lake, “even during times of significant algae blooms.”
“County residents can be their own worst enemy when talking about the county,” Ruzicka said.
“Our community tells itself a story over and over again ? and some people like to look at the things that aren”t good and dwell on them,” District 3 Supervisor Denise Rushing said.
Mickey Schaefer and Associates will rely on focus groups with local tourism stakeholders, panels, as well as printed and online surveys to establish benchmarks to determine the program”s success. The program will then be developed, including the development of promotional materials and marketing strategies.
Program management software, which is designed to manage all aspects of the program, will also be provided.
Each year an evaluation will be conducted to determine program changes, if necessary.
The cost of the agreement totals $35,000 for the first year, with an annual renewal fee of $4,500 for each following year.
District 4 Supervisor Anthony Farrington said he would like the board to consider funding private sector employees to participate in the program, considering county employees deal with residents for the most part.
“We want this training to be contagious,” District 2 Supervisor Jeff Smith said. “We do have a limited amount of money, so we should focus on our employees first.”
Jim Comstock, District 1 supervisor, said that companies will have to “invest in their employees” if they want to be successful.
During public comment Lake County Chamber of Commerce CEO Melissa Fulton expressed the importance of the program.
“It is absolutely critical that we have a program of this nature,” she said. “It not only gives us the ability to train front line people ? it will give them a sense of personal pride, because it is a certified program.”
The supervisors approved the agreement unanimously, with a 5-0 vote. The potential of training members of the private sector, and options for doing so, will be discussed at a later board meeting.
Contact J. W. Burch, IV at 900-2022.
