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Buellton Chamber outlines tourism strategy, says occupancy and TOT are up
Summary
The Buellton Chamber, under contract to run the visitor bureau, told the council it markets the city regionally and internationally, leverages partnerships, and has seen occupancy and transient occupancy tax revenues rebound since COVID; the chamber requested continued city funding for visitor services.
Kathy Vreeland, representing the Buellton Chamber of Commerce acting under contract as the city’s visitor bureau, briefed the council on the bureau’s activities and marketing strategy.
Vreeland described the marketing “funnel” that links national programs (Brand USA) to Visit California, the Central Coast Tourism Council, county-level partners and local promotion. The chamber focuses on nearby markets — Los Angeles and neighboring states — and works with local partners, a marketing firm and PR team to arrange press fam tours, place digital ads and support travel media visits. She said occupancy and transient occupancy tax (TOT) have recovered since the pandemic and that midweek stays from SpaceX and construction projects have contributed significant economic activity.
Vreeland detailed the visitor center’s operations (staff of two full time with weekend coverage), cooperative partnerships, and the chamber’s reporting to the city. She said the bureau maintains monthly reports and an annual review and that the chamber keeps visitor bureau funds separate from chamber funds. She also explained the historical context of four directional “welcome” billboards near town: the city/chamber cannot sell off-site advertising on those signs because they were installed as directional/welcome signage under past agreements, and some of the signs require expensive upgrades to keep them illuminated and safe.
Council members asked about funding levels and suggested the city and chamber continue to coordinate budgets and grant support. There was no formal action requested at the meeting; the briefing was informational.
