Ridgerest tourism director touts Rampage turnout, pushes for Highway 395 visitor signage

Ridgerest — Carrie Crutcher, executive director of the Ridgerest Visitors Bureau, gave a quarter‑two update to the city council on June 3, highlighting advocacy for Highway 395 traveler signage, continued outreach to international travel buyers and the economic lift produced by the Rampage at Ridgerest off‑road race.

Crutcher said she traveled to Sacramento in April with city officials to support an amendment to SB990 that would permit information signs on Highway 395 at the Ridgerest approaches; she told council the signs would improve traveler safety on a desert highway and make essential services easier to find. Crutcher estimated that capturing an additional 1% of corridor traffic could translate into a conservative $2.2 million in revenue for local businesses.

She described participation in IPW (the international travel trade show) and said tourism manager Lori Butterfield completed 41 buyer appointments at that event. Crutcher said Ridgerest participates in the Visit California Deserts Association and benefits from shared marketing with better‑known desert destinations.

On events, Crutcher recapped Rampage at Ridgerest (May 15–17): 102 race cars participated in on‑street tech and show‑and‑shine activities, an estimated 5,000 attendees visited, and hotel demand for the weekend rose 68% year‑over‑year (about 400 room nights). Crutcher urged council support for continued visibility and partnership with county and regional bodies to expand tourism opportunities while managing seasonality.

Council and public praise followed, with members asking about making Rampage an annual event (Crutcher said organizers plan for yearly iterations) and about post‑event debriefs and participant satisfaction surveys.

Crutcher closed by noting summer sports tournaments and continued destination marketing as opportunities for additional overnight stays.