The customer service program is part of a larger effort to promote Santa Monica as a premier destination for those living in the region and abroad. To do so, the CVB has joined with City Hall and local businesses to develop a brand that best describes the city by the sea and the experience one has when visiting.
Those specializing in the tourism and hospitality industry felt a brand was necessary as destinations face stronger competition for the tourism dollar and the visitor’s time.
A successful destination brand clearly defines the community’s unique and distinctive qualities that set it apart from other locations in the region and the world.
The CVB unveiled the city’s brand promise in March 2006 after nearly two years of development. The brand promise is, “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 California lifestyle.”
To achieve this promise, city officials, business owners and members of the CVB discussed the need for a workshop at SMC that would be specifically designed for employees in the service industry.
“We want to make it as entertaining and engaging as possible,”
“It won’t be a teacher standing up there with Powerpoint.” — Baker said. Excuse me, waiter, where’s the bus at?
The branding education committee is scheduled to meet two more times over the summer to perfect the workshop and develop a graphic for the program. The meetings are set for July 11 and Aug. 8 at 8:15 a.m. at the Eddie Bauer space at Santa Monica Place.
In addition to the workshop, those invested in the branding process are designing a resource guide tentatively titled “I Know Santa Monica,” which employees could use to stay on the top of their game, Baker said. So far, six chapters have been identified, each focusing on a different area.
The first chapter proposed would focus on the brand. It would include information on Santa Monica’s culture and reputation for being a cutting edge community that prides itself on being environmentally friendly with great beaches and convenient public transportation.
The second chapter would help employees better understand local laws and help them answer tough questions posed by guests.Topics tackled would be the smoking ordinance, what to do when approached by a homeless person, and how to stay safe while visiting.
Other chapters would focus on customer service excellence, respecting cultural diversity, and expanding one’s education and role in the hospitality industry. Employees will be able to learn common phrases in different languages and international tipping customs.
“I think we are giving every customer a better experience that will really help businesses in Santa Monica,” Baker said.
Originally published in the Santa Monica Daily Press print edition on June 29, 2007. Read the original PDF.