Tourism promoted locally

But not all cities are on board



LOCAL ATTRACTION— The courtyard and water fountain at Gardens of the World in Thousand Oaks is one of several popular visitor destinations soon to be promoted by tourism officials.

LOCAL ATTRACTION— The courtyard and water fountain at Gardens of the World in Thousand Oaks is one of several popular visitor destinations soon to be promoted by tourism officials.

The Conejo Valley may soon be an important tourist destination now that the cities of Agoura Hills and Thousand Oaks have formed a partnership to market the region’s natural and cultural attractions.

The Conejo Valley Tourism Improvement District was tentatively given a stamp of approval at city council meetings earlier this month in Agoura Hills and Thousand Oaks. Public hearings in both cities are being scheduled for May to give residents the opportunity to learn about the tourism plans.

The cities will raise money to promote tourism with a $1-per-room hotel fee. The three hotels in Agoura Hills—Sheraton Agoura Hills, Hampton Inn & Suites and Homewood Suites—have agreed to add the amount to its hotel charges.

Fourteen hotels in Thousand Oaks have agreed to participate in the tourism initiative. But the City of Westlake Village has opted out of the regional tourism program for now.

“Two of our three hotel properties are not excited about the idea at this time,” said Westlake Village Mayor Philippa Klessig. “Council is hoping that in the future they see the value of the proposal and we can go forward then. We wish our neighboring cities lots of success so we can make this happen in the future.”

Agoura Hills Assistant City Manager Nathan Hamburger said the cities have been working with the Strategic Marketing Group company to help boost business in the region through overnight hotel stays and visits to restaurants, shops and cultural venues.

Agoura Hills Councilmember Bill Koehler said it’s important for the public to know that large-scale tourism involving amusement parks is not being considered. Instead, awareness of natural resources and the arts will be promoted.

The Conejo Valley was identified by Strategic Marketing as a tourism spot because of annual art and family festivals, sporting events, historical sites and natural attractions such as the Santa Monica Mountains Recreation Area, state parks and proximity to Southern California beaches.

The Amgen Tour of California bicycle race finished in the Conejo Valley in 2006, 2010 and 2011, bringing worldwide attention and an economic boost to the cities of Thousand Oaks, Westlake Village and Agoura Hills.

In Agoura Hills, The Canyon club attracts people from across the Southland, as do the professional theater productions, concerts and speaker series offered at the Thousand Oaks Civic Arts Plaza.

At the Agoura Hills City Council meeting on Feb. 13, Hamburger said bringing tourism to the region will help offset money lost when the state dissolved its redevelopment agencies in 2011.

For every dollar spent on promoting tourism, $7 will be returned to the local economy, Hamburger said.

Agoura Councilmember John Edelston said outdoor opportunities abound in the region. Hiking, biking and horseback riding are just a sampling of what the area has to offer to tourists.

The Greater Conejo Chamber of Commerce will partner with the cities and promote tourism in the region.

Hamburger and Jill Lederer, president of the Chamber, spoke in favor of the initiative at the Feb. 19 Thousand Oaks City Council meeting.

“Few options in economic development are pure win-win, but this is one of them,” Lederer said. “Already prosperous communities that never before looked to destination marketing as a significant economic driver now recognize that tourism provides a path to their target visitors—in our case leisure, family and business travelers.”

Thousand Oaks spokesperson Andrew Powers said, “The city of Agoura Hills has been a great partner from the beginning. They’ve been a driver in moving this forward. “

But not everybody favors the collaboration between cities. Bill Martin of Thousand Oaks said he opposes the partnership.

“I’m sorry, Agoura Hills is not Thousand Oaks,” Martin said. “Does New York join Newark in tourism efforts? (Tourism) is a mission better handled right here from our town. . . . We have a nasty habit of sending our dollars and work out of town. When it concerns us, I think we can do it ourselves.”

But Power said, “Tourism is one of the things where it doesn’t necessarily pay off to be insular. It’s our feeling that working in a partnership only helps to strengthen relationships across the region.”

Agoura Hills Mayor Denis Weber said the initiative will be a “big step for all cities.” He was especially pleased that the Greater Conejo Valley Chamber of Commerce was a partner in the plan.

“It couldn’t be in better hands,” Weber said.”


STRUCTURAL INTEGRITY—The Gardens of the World in Thousand Oaks is already a popular tourism site.

STRUCTURAL INTEGRITY—The Gardens of the World in Thousand Oaks is already a popular tourism site.

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