When San Luis Obispo County wanted to become a bigger player in the California tourism market, their stakeholders turned to the EWD's Business and Entrepreneurship Center (BEC) @ Cuesta College for strategic direction. The BEC partnered with the Morro Bay Chamber of Commerce and the Morro Bay Economic Strategic Team (MBEST) to conduct primary and secondary research that ultimately produced the Morro Bay Tourism Report, a comprehensive analysis and recommendations to advance the Morro Bay Embarcadero and downtown Morro Bay businesses. The report identified the impacts of further business closures and subsequent vacancies on tourism in each of the respective areas. The overall goal was to identify and recommend alternatives while developing a localized economic stimulus strategy.
The report recommendations aimed to strengthen the Morro Bay economy and prevent further erosion of sales tax revenue bases, Transient Occupancy Tax (TOT), and mitigate tourism downturns and job losses. Strategies included:
- Promote small environmentally friendly businesses and small, independent fishermen or recreational fishing activities to attract the environmentally conscience outdoor recreation oriented tourist.
- Issue a temporary rent credit for Tenant Improvements on City owned tidelands properties or offer "move in" incentives to new sub-tenants, and encourage private property owners to do the same.
- Reduce rent or provide a temporary credit for marketing and promotion efforts from individual City tenants on tidelands properties.
- Create a tourism campaign.
- Study the opportunities in establishing a conference center in the Morro Bay Embarcadero.
- Analyze other coastal communities and identify key factors for their sustained growth.
For the fiscal year 2009 - 2010, it is estimated that 90 jobs were saved as a result of the report recommendations and the actions taken by key constituents and stakeholders.
The Business and Entrepreneurship Centers (BEC) support the natural cycles of entrepreneurship and business development in California by bringing entrepreneurial training and education to existing business owners and future entrepreneurs. For more information, click here, or contact Michael Roessler at (916) 361-2964 or mroessler@cccewd.net.
Read the latest EWD Newsletter: Grow California to learn more about EWD's innovative industry programs.
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