> ## Content Index > Fetch the complete content index at: https://www.smdp.com/llms.txt > Use this file to discover other available public pages before exploring further. # A beach brainstorm - URL: https://www.smdp.com/a-beach-brainstorm/ - Published: 2006-09-15T15:00:00.000Z - Updated: 2026-10-23T21:24:30.000Z - Author: Kevin Herrera - Tags: Environment, Santa Monica, #archive-import *PROMISES, PROMISES: Visitor’s Bureau tries to solve SM’s identity crisis* There may have been a light drizzle here Thursday morning, but that did not dampen the spirits of those who attended a beachside barbecue aimed at creating a new identity for Santa Monica. Ideas flew from every direction as a crowd of roughly 60 participants broke off into three groups — environmental stewardship, safety perceptions and beach amenities and services. In each group, elected officials, city employees and concerned citizens were asked to give their opinions as to what can be done to enhance the experience of tourists visiting local beaches. The effort is part of an extensive research project by the Santa Monica Convention and Visitors Bureau to create a brand for Santa Monica that conveys a powerful message to consumers, enticing them to come back time and time again. That is crucial, participants said, given the importance tourism plays in the local economy, generating $30 million last year in hotel tax revenue alone. It’s estimated that tourism brings in annually $840 million in revenue to Santa Monica. “For the last 18 to 21 months we have been working very hard to make Santa Monica premier travel destination,” said CVB president Misti Kerns. “This represents an important next step. The beach experience is critical in whether or not visitors decide to stay in Santa Monica and if they will return to our community in the future.” The current brand “promise,” also known as a slogan, is as follows: “Santa Monica … the best way to discover L.A.; an unforgettable beach city experience filled with eye-catching people, cutting-edge culture and bold innovations. It is the essence of the California lifestyle.” That slogan was unveiled earlier this year during the first branding summit. Thursday’s gathering was a brainstorming session of how Santa Monica can live up to that promise. While the cloud cover and drops of rain may not have been what members of the CVB were hoping for when they scheduled the Santa Monica Beach Summit, they did receive a plethora of suggestions, ranging from more police officers patrolling the bike path to classes on kite flying and the construction of sand castles, as well as free spray-on sun tan lotion at all lifeguard stations and the expansion of trash valet service in which employees walk along the sand disposing of visitors’ garbage. While residents may think Santa Monica’s beaches already contain enough amenities to place them amongst the nation’s best, a study conducted by the CVB shows more work needs to be done. Santa Monica failed to be included in a list of the 10 best beaches nationwide in several studies by prominent universities and the world-renowned Frommer’s Guide, which many tourists rely on to rank the best destinations. After surveying 300 people, including 101 beachgoers during the summer months, the CVB found that 21 percent of area residents haven’t visited a local beach in the past two years. While beaches offer many things to see and do, cleaner water and sand would motivate people to visit more often. Those interviewed said added amenities such as beach canopies, recycling bins, fire pits and planked walkways right onto the beach could attract more visitors, along with higher quality vendor service and more festivals held in the off-season. While safety was not identified as a major concern in the survey, interim Santa Monica Police Chief Phil Sanchez, who led the safety perception discussion, said maintaining a high level of service is key to the city’s survival. “I strongly believe that public safety perception can impact real safety,” Sanchez said. “If you notice, personal safety on the beach is ranked very high and we have to work to keep it that way.” In addition to officers patrolling on foot, ATVs and on bicycles, some suggested placing mile markers along the bike path that would give people a better sense of where they are. Others called for better monitoring of public restrooms. “If people walk in and see a filthy restroom, they’re thinking, ‘If they can’t keep the bathroom’s clean, how are they going to protect us?” one participant said. As for environmental stewardship, participants felt Santa Monica was doing more than other cities in terms of cleaning the bay and diverting urban run-off. However, there was a call for more outreach, including the posting of Heal the Bay’s annual Beach Report Card, which showed several of the bay’s beaches ranked high in cleanliness, with the exception of the area near the Santa Monica Pier. Once again perception was key. Without education, visitors will continue to believe that Santa Monica’s waters are dirty and unsafe to swim in, participants said. Some suggested more community projects with partners like Heal the Bay and the Santa Monica Aquarium in which students from local schools could be involved in clean-up efforts and the planting of kelp beds. “It’s almost impossible to use the beach now” for those who have trouble walking, said Kathleen Rawson, executive director of the Bayside District Corp., which assists City Hall in managing downtown. Other suggestions included a tour to spots along the beach where famous movies and television shows were filmed, as well as competitions for surfing, volleyball and kite flying. One woman suggested painting the pedestrian bridges over Pacific Coast Highway with vibrant colors to “give them some life,” while another called for city-sponsored, wireless Internet access on the sand. “The beach is one of our most important assets,” said Gary Sherwin, president of Believable Brands, a consultant hired by the CVB to facilitate the brainstorming sessions that have been held over the last year. “We want to be best in beach. If we do that, we have a better chance of attracting people to this city.” *Originally published in the Santa Monica Daily Press print edition on September 15, 2006.* [Read the original PDF.](https://s3.us-east-1.amazonaws.com/smdp%5Fbackissues/091506.pdf?ref=smdp.com)