Summer is upon us, and with that, tourism season is in full swing.
Our little beach town of roughly 84,000 permanent residents will swell to as much as 300,000 people on any given hot, sunny weekend day. With all of those extra people in town, the level of frustration among the locals can rises with the temperatures.
Expect some to drive and walk aimlessly around town, trying to find their way, trying to find a place to park or just rubber-necking at the sights and sounds of a bustling Santa Monica.
But just as sunscreen is a necessity of summer, so is our patience. We must remember to practice such virtues when dealing with out-of-towners because they are vital to us. We need them to have a good experience here so they will come back and tell their friends to come for visit.
Tourism pumps hundreds of millions of dollars into our local economy annually. Last year alone, the hotel bed tax brought us $30 million. That kind of money keeps hundreds of companies in business and thousands of people employed. It also helps fund hundreds of city-sponsored programs, new public facilities and keeps our services at high levels — levels that many municipalities struggle to match.
We should feel fortunate that visitors value and appreciate our environment and surroundings. We should likewise be welcoming them, for without them, we wouldn’t be able to enjoy all the benefits a city of our affluence can offer. Our success dictates high property values — a sure sign of a vibrant economy and a strong school district.
We agree with Misti Kerns, the president and CEO of the Santa Monica Convention and Visitors Bureau, when she said during a branding conference earlier this year that residents are the true ambassadors for Santa Monica.
Any elected or appointed official hopes residents wake up in the morning with a sense of pride for their city, which may translate into a stronger, more amicable relationship with the millions of tourists who visit each year.
“Perceptions are everything,” Kerns said. “People’s perceptions can really affect us in both a positive and negative way ... What we are trying to do with the destination branding promise is to define exactly what our lifestyle is and what it is that we offer that sets us apart from other destinations.
“And the important thing is everyone can own it. This is about the community coming together to say, ‘What is the experience we want people to leave with when they come to Santa Monica?’”
We want them to walk away feeling like they were welcomed and the locals were hospitable. So lay off the horn, take time to say hello or give people directions. In short, point them to your favorite places and give them some local love.
