Lake Elsinore's tourism goals in chamber's hands
By: JOSE CARVAJAL - Staff Writer | ∞
LAKE ELSINORE ---- It isn't much, but it's a start.
Tucked in a corner of the local chamber of commerce's building on Graham Avenue is the recently unveiled Lake Elsinore Visitors Bureau. The bureau itself is nothing more than several wooden panels attached to the chamber's walls lined with dozens of plastic holders for brochures and fliers.
Lake Elsinore Valley Chamber of Commerce President Kim Cousins admits that it doesn't encompass all that much.
But the meaty part of the bureau, he says, is its Web site, www.visitlakeelsinore.com. There, visitors will able to access tons of information about recreation, shopping, lodging and dining in the city. They'll even be able to make reservations to some hotels online.
"Because of (the Internet), we're able to create the bureau without the infrastructure at the chamber," Cousins said.
Creation of the bureau began last year when the City Council decided to increase the amount of funding it gives the chamber each year. Deciding at the same time to eliminate the city's tourism division, the council agreed during budget talks to give the chamber $50,000 more a year to promote tourism on its behalf.
Born from that was the bureau.
As they launch the venture, chamber officials are looking forward to the task ahead. They're well equipped to take on the additional role, they say, and they've created a solid plan for the future.
"It's a big move," chamber board Chairman Tom Grady said. "In the past, we've been strictly involved in promoting economic development. It's taking on a whole other dimension."
Grady says that one of the advantages in promoting tourism that the chamber has over the city is that it can operate the bureau more efficiently because it doesn't have to go through the governmental processes the city does.
"We can act quicker," he said. "We don't have to go through any bureaucracy."
Next to the city, the chamber is probably the only organization in town that is qualified to promote tourism, City Councilman Thomas Buckley said.
The chamber has relationships with many of the businesses in town, he said. Many of those businesses are attractions for tourists.
"They know everyone in town already," Buckley said. "I can't think of any other organization in the city that could even come close to setting (the bureau) up quickly, running it efficiently, running it reliantly and getting so many business people and businesses on board so quickly."
Cousins said that the chamber plans to tap those businesses when it creates a tourism council in the next couple of months to guide the visitors bureau's work. That panel is expected to be in place by the end of March, he said.
Among the things the council expects to discuss, Cousins said, is the possibility of asking the city to provide a mechanism for some additional funding sources. The city already has a transient occupancy tax ---- a 10 percent tax charged to people who stay in local hotels or campgrounds ---- and Cousins said the tourism council could ask the city to increase that.
There is also the possibility that the group will ask for the creation of a tourism improvement district, a designated area from which special taxes will be collected from property owners, he said.
The Temecula Valley Convention and Visitors Bureau created such a district last year that will collect a 2 percent annual assessment on the gross revenues of 12 hotels and motels within the city.
Either idea would help the Lake Elsinore bureau collect money to spend on tourism promotion, Cousins said. A request on that could come before the City Council by September, he said.
Buckley said either idea is worth studying.
In the short term, much of the bureau's efforts will be aimed at attracting day-trippers to the city, Cousins said. Because there is a dearth of hotel rooms in town, he said, there's no way to house more long-term visitors.
Though a Best Western hotel is expected to open in the next couple of months and a Holiday Inn Express is still in the planning phase, Cousins said, there is still a need for rooms. One of the chamber's goals will continue to be to attract more hotels to the city, he said.
So for the time being, he said, the visitors bureau will be going after tourists who live within 100 miles of Lake Elsinore. One of the possibilities, he said, will be creating a presence at tourism conventions and exhibitions throughout Southern California.
"It's critical to attract day visitors at this time," Cousins said. "We don't have beds to hold them."
The effort to attract visitors from Southern California will also help the city accomplish another goal, Buckley pointed out.
Armed with a colorful new logo and a catchy slogan ---- "Dream Extreme," a play on the city's status as an extreme sports destination ---- the city has been attempting to change public perceptions about one of the state's oldest and more diverse cities.
Buckley said that through the visitors bureau's efforts to attract tourists, the city will be able to promote its new brand more effectively.
"It dovetails very nicely with the rebranding effort and the public relations campaign," he said. "They can play off of each other very well."
Contact staff writer Jose Carvajal at (951) 676-4315, Ext. 2624, or jcarvajal@californian.com. Comment at www.californian.com.
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Cal wrote on Feb 5, 2007 3:29 AM:Oh please, tourism in Lake Exconsandmore, you would need to naphalm 75% of the city and rebuild it to even start to think of tourist. And also fire the corrupt leadership. This place has been appropriate for tourism since the 1920's.
Jim B. wrote on Feb 5, 2007 6:33 AM:Attracting them is one thing...but keeping them from running and screaming is another entirely. Let's clean up our shores, deter the gang activity and clean up the graffiti before we start embarassing ourselves to would-be tourists. Elsinore is at least five years away from being a vacation destination.
Sue Q. wrote on Feb 5, 2007 10:09 AM:I agree, and if that hydro power plant is built, you can say good-bye to the hang-gliders, ski races etc. Who is going to want to visit Lake Hellsinore!
Steve wrote on Feb 5, 2007 10:59 AM:i'm with the above comments. Let's clean up the city and get rid of the trailer trash before we spend/waste any money on tourism. I'm expecting to see Elsinore on "COPS" any day now! Our streets can't handle the traffic they have now, without adding any more from tourism. When they start invoking eminent domain and bulldozing, then the city council will be doing something!
Tom wrote on Feb 5, 2007 11:31 AM:This city is growing so quickly, I think this is a great opportunity to change the old negative outlook of Lake Elsinore, and start showing off some of our good qualities!
American woman wrote on Feb 5, 2007 12:06 PM:Ah! The two prior comments (Cal and Jim B.) reflect a commonly-held perception of L.E. I admit to occasionally being a nay-sayer when it comes to the city's progress toward becoming a true tourist spot and an attractive one, at that! Cal was so excited when he spouted-off, that his closing remark became complimentary! [Edit/spell-check your comments, people!] Elsinore is a slow-poke! The CoC and the city fathers should be ashamed of themselves for taking so long to act. Of course, it takes an INTERESTED, INTERACTIVE POPULATION, also. When, as has been pointed out by Jim B., most of the older town residents are illegal aliens, gang members and street people, what can you expect? Maybe it's the water...no pun intended...but now that the lake seems relatively under control, why not address the dismal appearance of the city? Oh, the newer, out-lying L.E. communities are very nice! There's a target, folks! Make the city match the incoming population and their wants and needs! I would hold car washes and bake sales for THAT cause!!! Main Street is a great place to start, if you want to temporarily put off bulldozing the townspeople off the streets! Main Street looks nice. Some of the businesses that have been allowed to open in the pretty Old Town section are questionable, but that's an illustration of the mindset of old L.E. government! Maybe the businesses that stand out like sore thumbs could be talked into moving to appropriate locations near the Intersection of Hwy 74 and Lakefront or Southeast of the lake, in the Diamond Dr/Railroad Cyn area! There seems to be plenty of land to develope there. An example of ignorance in planning is the two new shopping areas at Hwy 74 (Central Ave) and the I-15 fwy. Ok. I know that Home Depot and Lowe's have some bizarre need to locate adjacent to one another, but what about the Pet Supply venues? Did we really need two of them? And consider the 99 cent Store. What a waste! Where's the nice book store? An upscale restaurant? A hotel? It's as though Elsinore is off-limits to anything but redneck-oriented businesses. Too bad. Back to Main Street. The antiques and collectibles stores are wonderful! Little upscale eateries, a great idea! Churches? Nice, but inappropriate for Old Town Main St...unless, of course, a pretty, quaint little mission-style church could be installed! Where are the art galleries? There's plenty of talent in the city and surrounding area! This part of Lake Elsinore should be restricted to the venues enjoyed by travelers. Ever been to Balboa Island? Copy them! Various specialty shops catering to men and women alike, would be nice. How about a sports-oriented collectibles shop with an emphasis on the water, boats and water-sports equipment? It could include some OLD collectible items of interest...maybe "museum" style displays! What about a kite shop? A really nice, small grocery/produce store would fit nicely. Right now all there is only an old ugle grocery store which draws mostly the Hispanic community. Expand your thought processes! Troll the country for entrepreneurs who can give L.E. what it needs! L.E. used to be quite the center of attraction for the wealthy! Incorporate that concept into the OLD part of L.E. Set your sights and standards higher than ever before! As long as this place languishes amid old, ramble-shack houses and unattractive streets lined with ugly, decaying businesses, it will never progress! I lived in Annapolis, MD for years. That little town and the many similar ones lining the waterways of Maryland, Delaware and Virginia were meccas for the tourist trade! It's not rocket science! We have a beautiful outdoor stadium that is used for precisely, BASEBALL! Ridiculous! Any number of events could be offered there! Why not use the stadium to generate funding to build the city? The possibilities are endless! The Spring and Summer months offer weather appropriate for outdoor evening concerts, etc. What the heck are you waiting for L.E.? I make the trip across the Ortegas on Hwy 74 frequently. The sight of the lake from up there is breathtaking, day or night! Then, I must arrive at the same lakeside town to be disappointed by the sight, up-close-and-personal. I'm attending the next City Council meeting.
Jorge wrote on Feb 5, 2007 12:08 PM:I admit I am not familiar with the plans for a hydro-power plant! I like what American woman had to say, but maybe she doesn't know about this "plant" either. Can someone share info?
Michele wrote on Feb 5, 2007 12:45 PM:How do we change Lake Elsinore???? By generating sales tax revenue! How do we generate sales tax revenue? By promoting tourism and getting residents to spend their money in Lake Elsinore. You're either part of the solution or you’re part of the problem. Eldridge Cleaver
to michelle wrote on Feb 5, 2007 1:07 PM:i dont want any part of it.
How wrote on Feb 5, 2007 1:45 PM:How about a few crack house dealerships, we're good at that kind of stuff.
Sam wrote on Feb 5, 2007 5:06 PM:Basically since 1995 people who point out other's spelling on the Internet are to be immediately discounted on all basis.
Lisa wrote on Feb 5, 2007 6:02 PM:Before we worry about tourism, we should work on the city. True, tourism brings in more tax dollars but we need to spend money to make our city nicer to encourage people to come, visit and spend their money. Where is code enforcement? This could definitely bring in more money while making the city a nicer place to live. People play LOUD music all times of the day and night, cars and trash are parked all over yards, and the graffiti is terrible. I have called on a car, that has flat tires, dirt and dents, in our neighborhood four times in a year and a half and it hasn't been towed. And what is with our two new shopping centers? Why do we have the same type of businesses in both? (Home Depot and Lowes, Petsmart and PetCo, Office Depot and Staples) We finally got a new restaurant, Chili's but what about more? The city keeps allowing trashy businesses to go in like used tire stores that have messy piles of tires all over the place and used car lots where people just turn their front yards into a business (is anyone checking to see if these lots are zoned for this type of business) and makes the streets look terrible on both sides of the lake. What is with the trash and graffiti?? The city is dirty!
Erik wrote on Feb 5, 2007 8:15 PM:Tourism? I bought a home here in 1992 and I don't even want to invite my own friends over to my house. If I do, the first thing I do is to chart out the least trashiest way to get here. Two years ago I had a barbecue for about forty people. The night before I had to get up at four in the morning with my flashlight, paint roller and five gallons of paint to sneek across my street to cover up the house that was covered with graffiti. Why don't we go heavy on code enforcement and some fines. That will help tourism with money and cleaning up the place.
TripAdvisor wrote on Feb 6, 2007 1:12 PM:The city really needs code enforement, spent the 50,000 on that first. Who is running this place.
Cal wrote on Feb 6, 2007 5:30 PM:OMG Erik I felt the exact same way with I lived in there. I would take the long way home to avoid the depressing parts of the city, which was about 75% of the city. I also had an office there and your accurate about the graffiti issue. Over night 5 businesses would have their walls solid with spray paint.
Master wrote on Sep 2, 2007 11:14 AM:All you people are funny... and, you all have my vote. But... if you have lived in Lake Elsinore for 18 years, such as myself... it has improved greatly. The Gangs are here, but not as they were in the past. My street, back in the day, would have gun shots fired almost every night. There are less kids on the street (with the exeption of illegals)... the Lake is cleaner and has been bringing in more tourists. Why are we focusing on more tourists anyway??? The streets are already too crowded. So... we get more people coming in, and then everyone is late for where ever they are going because the city discovers a need to do road construction with thousands more people on the street, when it is too damn late. Then, you have the tourists never want to return because of sitting in a parking lot instead of getting where they want to be. And, I agree about getting more restraunts... there is also 2 star bucks (no surprise) in the same parking lot. Get rid of the F'n illegals and their children... because they only keep up with other peoples landscaping and leave their own homes to look like trash (among all the other reasons). Watch your children better... because lack of doing so increases the graffiti / gang violence / drug use / poor grades / etc. Open programs in our school systems that teach languages other than English to our AMERICAN children, instead of programs teaching English to only Spanish speaking illegal children. Or, even have both, but our money is being spent on them, and not us??? Okay... I'm done, there is too much to mention!!!
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