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Beaumont highlights 3,600‑person average for "Beaumont Nights" and continues billboard campaign
Summary
Public information officer Julie Van Hook reported on downtown marketing: Beaumont Nights drew an estimated 3,600 attendees per event (Placer AI data); city runs a billboard campaign (about $4,000 per month) and expanded social media advertising; staff will revise the filming ordinance and pursue additional marketing at ICSC.
Julie Van Hook, Beaumont’s public information officer, updated the committee on downtown marketing initiatives, including the Beaumont Nights market series, print and digital promotions, targeted paid social media, and a billboard campaign.
Van Hook said geofencing data from a vendor (Placer AI) estimated roughly 3,600 attendees per Beaumont Nights event, with average time on site about two hours. She described the event series as part of a broader strategy to attract visitors and support downtown businesses and said staff is continuing paid social advertising that reached tens of thousands of people on selected posts.
On out‑of‑home advertising, Van Hook said billboard placements have been part of the push to draw regional visitors. She told the committee a billboard contract runs about $4,000 per month, and the city can rotate creative and locations (for example, the Yucaipa placement offers east/west facing options). Van Hook also said staff secured several broadcast features and will attend the ICSC shopping‑center conference to market available commercial sites.
Van Hook said the city will also update its filming ordinance (not revised in 22 years) and consult the California Film Commission and the Inland Empire Film Commission on procedure and fee updates.
Members asked about vendor counts and event formats; Van Hook said vendor signups for upcoming events were in the 80–90 range and that Beaumont Nights mixes family and adult programming. A committee member asked how the 3,600 figure is calculated; staff said it comes from Placer AI, a commercial geofencing/foot‑traffic analytics provider that estimates visits and dwell time.
Next steps: continue marketing and social‑advertising tactics, revise the filming ordinance with state guidance, and report back to the committee on results and upcoming events.
