Lake County >> California is a many varied state — snow and sand, rolling vineyards and towering cityscapes, Redwood trees and palm trees. So it’s no surprise that the state’s travel industry, represented by retail and service firms, is a multibillion dollar industry. Tourists have always come in droves to experience everything the West Coast has to offer, and based on a report released by Visit California, that’s not changing any time soon.
For the sixth consecutive year, travel spending in the state has increased. In 2014 spending was $118.4 billion. In 2015 it hit $122.5 billion, a bump of 3.4 percent. And according the numbers, Lake County hasn’t been left behind. Visit California reported that from 2014 to 2015, travel spending in the county increased 2.9 percent, jumping from $160.5 million to $165.2 million.
There are also anecdotal stories to support these figures. Jill Ruzicka, a deputy county administrative officer, spoke with a wedding planner who commented, “I can’t believe how busy I am and I can’t believe how much money people are now spending.”
The Tallman Hotel in Upper Lake recently received a phone call from an interested customer looking to book a bass fishing trip. The front desk staff made calls to the handful of bass fishing guides in the county, and every one was booked. Hotel manager Susan Mesick said they usually never run into this problem.
The hotel has also experienced a noticeable increase in the number of guests as well as patrons to the neighboring Blue Wing Saloon. It’s not a unexpected occurrence, perhaps, if you look at the numbers.
Of the $165.2 million spent by travelers in Lake County last year, food accounted for $46.5 million and accommodations $31.6 million; they were the top two commodities purchased. These numbers are up from 2014, during which travelers spent $29.1 million on accommodations and $44 million on food.
“We’re seeing a lot of new faces which is very exciting,” Mesick said. “People that have never stopped before are now stopping … Nine times out of 10, people will say how delighted they are to discover this area. They never new this existed.”
Figures from local businesses are positive, too. Tallman Hotel owner Bernie Butcher reported that the establishment’s revenue was up 24 percent last year, and growth in the first quarter of this year is about the same. Ruzicka said the quagga muscle program has sold 10 percent more stickers this year, which indicates that there are 10 percent more boats on the lake.
So what’s drawing people to Lake County? Fishing, said Ruzicka, and not just on Clear Lake. There’s also Blue Lakes, Cache Creek and Lake Pillsbury attracting visitors. The wine scene and the plentiful outdoor recreation round out the top three pulls to Lake County.
But behind the scenes, things aren’t quite as rosy as they appear. When Ruzicka joined the county staff two years and eight months ago, tourism ventures had fallen between the cracks, what with the Great Recession and the closure of Konocti Harbor Inn. Since, they’ve struggled with Transit Occupancy Tax (TOT), a tax collected on the rental of a room at a lodging establishment such as a hotel, motel, bed and breakfast or campground.
And indeed, numbers from the Visit California report show a dip in TOT in Lake County, despite the growth in travel spending. In 2014, the county’s TOT was $955,000. Last year the tax fell to $857,000.
The county uses TOT not only to measure its success, but to fund its marketing program. And since the county is the official destination marketing organization in Lake County, these taxes are vitally important to a successful marketing campaign. According to Ruzicka, there’s a 90 percent chance that any marketing about Lake County, such as ads in The Press Democrat and San Francisco Magazine, came out of the county office.
But despite a less than ideal TOT, Ruzicka feels the county is seeing an increase in tourism. And as someone who grew up in Lake County during a time when tourism was booming and downtown was packed, she’s optimistic for the future. “I’m starting to feel very positive vibe in the community. I think there’s a lot of hope,” Ruzicka said. “If we have an internal positive look on ourselves, I think that will translate to people outside.”
Outside appearances are more important than ever, given the region’s heightened exposure due to last summer’s historic fire. But that’s not necessarily a bad thing. “Lake County got a tremendous amount of name recognition because of the Valley Fire,” said Ruzicka. “If we can ride on the coattails of that name recognition … [we can] see what we can do to make the best of a terrible situation.”
Ruzika isn’t the only one thinking strategically about what the fire means for the tourism industry here. Robert Bocabella, a Lake County Chamber of Commerce member and a Certified Tourism Ambassador, spoke with a number of firefighters last September. Each expressed an interest in making a return visit to the county under better circumstances. “They were amazed about this place,” he said. “Even though we had a horrible summer … Lake County got known all over the country. People know where Lake County is now.”
So perhaps there was no better time for the chamber to host the Chamber of Commerce Ambassadors’ Rally. The rally is an annual event which brings together chamber ambassadors from all over Northern and Central California to listen to speakers, mingle and learn from one another on how to better serve their chamber members. Each year the event is hosted by a different chamber in order to showcase various cities and regions. At last year’s rally in San Anselmo, Lake County was selected to take the reigns for 2016.
“This is an opportunity for Lake County to put out their best foot and show the rest of the state that Lake County is still here,” said Chamber Ambassador Joe Casteel. “We haven’t burned to the ground.”
While the rally centers around the chamber and its mission to foster Lake County commerce, increased tourism is a natural offshoot of the event. With 60-plus people coming in, Bocabella and the rest of the chamber were strategic with their planning. From the Skylark Hotel’s waterfront Lakeport property, to Boatique Winery’s glistening boats in Kelseyville, to the Riviera Hills Restaurant and Lounge’s jaw-dropping views, every aspect of the rally was plotted with care.
“We see this as an opportunity to showcase Lake County and bring other chamber ambassadors to this chamber,” Bocabella explained. “My personal goal was to change people’s perceptions of who and what Lake County is.”
If visitors look past preconceived notions, Lake County’s rural charm is easy to see. “When you’re down in the city, you’re looking for that authentic, rural experience,” said Tony Barthel of the Certified Tourism Ambassador Program. “You’re staring at taillights all day long. You can come to a place like this, there’s nine traffic lights, no traffic meters, no traffic. It’s such a refreshing change that we are in the perfect position to appeal to millions of people who live within an hour and a half of here.”
And Lake County’s tourism industry appears to have great potential for further improvement. Just look at Upper Lake, which recently received redevelopment funds to fix up its streetlights and sidewalks. According to Mesick, several new businesses are heading its way, including a Mexican restaurant. New establishments will only serve to make Lake County “a more interesting destination for our guests,” she said.
Plus, there’s the perseverance of the county, where Ruzicka and staff have worked hard to implement new marketing initiatives. They’re also currently crafting a new Visit Lake County logo.
If things continue in this fashion, the future of the local tourism industry looks as bright the county’s wildflower-covered hills. “We’ve had a stunning spring so what better time for people to come and experience and explore Lake County?” said Mesick.
Jennifer Gruenke can be reached at 900-2019.
