For officials in one small town, it was a wake-up call to develop a plan to help local businesses.
The result was a program called ‘Visit Santa Maria Valley’, which pays tourists $ 100 to travel there and stay for a minimum of two nights in one of the many hotels in the area. The payment comes in the form of a voucher that can be used at any of the wineries, breweries or restaurants in the city. The promotion starts on February 4th and ends on March 31st.
Santa Maria Valley, located about 65 miles north of Santa Barbara, offers many of the same amenities as the more well-known destinations in California, but at a lower price, officials said.
“Santa Maria Valley has so much to offer,” Jennifer Harrison, director of the Santa Maria Valley Visitors Bureau, told CNN. “We have beautiful beaches, hotels and wineries that are such an excellent option for budget travelers, during an economic recovery.”
The Central Coast region boasts 13 beaches and 34 tasting rooms within a 30-minute drive, according to the Santa Maria Valley website, which includes dozens of activities, including hiking, golf, art exploration and bird watching.
Safety first
Harrison said her team works diligently to follow CDC safety protocols, adding that Santa Maria Valley is less crowded than other destinations in California and that it may be easier to enforce social guidelines.
She also mentioned that the city usually attracts visitors who come by car, rather than by plane, due to the somewhat remote location.
“‘Visit Santa Maria Valley’ calls on visitors to discover the region in a safe, responsible way,” Harrison said. “Our wine tasting rooms, outdoor spaces, restaurants and hotels have worked together to develop health and safety protocols so that visitors can experience the charm of the area.”
The program was launched as the 2020 Economic Average report recently found that small towns relying on tourism were significantly affected by the pandemic.
