The Soledad City Council meeting on November 6, 2024, highlighted a strong focus on enhancing the city’s marketing strategies to attract visitors and support local businesses. Council members discussed the importance of promoting Soledad’s unique offerings, including its proximity to Pinnacles National Park and cultural ties to the Steinbeck legacy, as key drivers for tourism.

One council member emphasized the need to improve the city’s visual appeal, particularly for travelers passing through on Highway 101. Concerns were raised about the current state of the town’s entrance, which features unsightly portable toilets and a lack of greenery. The member suggested that enhancing the landscape with shrubs and trees could create a more inviting atmosphere for visitors.

The discussion also touched on the potential for collaboration with Caltrans to address these aesthetic issues, despite the city’s limited jurisdiction over certain areas. The council recognized that improving the first impressions of Soledad could significantly impact its ability to attract tourists and new residents.

In addition to beautification efforts, the council explored ways to bolster local businesses through improved marketing. City staff are already working with Google to assist local businesses in establishing an online presence, addressing a noted gap in digital literacy among entrepreneurs. Workshops and partnerships with regional marketing organizations, such as Sea Monterey, were also suggested to enhance promotional efforts.

The meeting concluded with a call for a dedicated workshop on economic development, aiming to create a comprehensive work plan that incorporates the insights gathered from recent reports. Council members expressed a commitment to identifying opportunities for growth and ensuring that Soledad is well-positioned for future success as it continues to expand.

Overall, the discussions underscored a proactive approach to not only market Soledad effectively but also to foster a vibrant community that appeals to both residents and visitors alike.