City instructs workers on how to welcome millions of tourists
MAIN STREET The five million tourists who duck into Santa Monica next year can expect an upgrade in customer service.
Class was in session Friday morning at Amelia’s on Main Street as representatives from the business community, the tourism industry and City Hall evaluated the hospitality industry in efforts to provide a friendlier, more informative welcoming committee.
The “I Am Santa Monica” curriculum, which will be part of a three-hour course at Santa Monica College, will most likely include five training videos and a resource guide loaded with information about the city and answers to tough questions like what to do when approached by a panhandler or where to identify the end of Route 66.
Participants in the course will also be able to access a Web site featuring frequently asked questions about Santa Monica that may not be included in the resource guide.
“We want this to be a tool for employees to use and help them take pride in the service they give,” said Kim Baker, marketing manager for the Santa Monica Convention and Visitors Bureau (CVB).
The curriculum, which took roughly a year to develop, with guidance coming from City Hall, the Chamber of Commerce, SMC and local hotels, is part of the CVB’s branding effort, which is intended to capture the true essence of Santa Monica and market it abroad.
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 the California lifestyle.”
Each aspect of the brand is covered in the resource guide, which still has to be finalized.
Under the “best way to discover LA” tag, the guide emphasizes Big Blue Bus routes that travel though Santa Monica into Venice Beach, Marina del Rey, Westwood and Olvera Street in downtown Los Angeles.
For the “unforgettable beach experience,” the guide talks about the popular bike path, Perry’s Beach Cafe, fishing on the pier, the history of surfing and skateboarding in Santa Monica, and how to access the beach if handicapped.
The “cutting edge culture” is also highlighted, with a section focused on the visual arts, music and live performances at venues such as Bergamot Station, the 18th Street Arts Center and the Santa Monica Theater.
“Bold innovations” are covered too, with an emphasis on sustainability. The guide talks about the seven free electric car charging stations around town, the world’s first solar-powered Ferris wheel and the ability to park for free at city meters if your car has a “clean air vehicle” decal.
The guide also features information on local hospitals, free Internet access around town, the many major companies located here like Google, MTV and Sony Pictures, and on healthy eating, exercise and stress relief.
There is information on homeless services, smoking restrictions, panhandling and public safety.
Customer service is addressed, with tips on keeping a positive attitude while on the job, and how to deal with difficult customers.
There is a chapter on diversity, with information on tipping customs and useful words and phrases in Spanish, Japanese, French, Italian and German.
The Web site (www.iamsantamonica.com) will feature much of that information, as well as statistics, historical information and a job bank for those looking to move up.
Information about respecting neighborhoods will also be included so that people dining at restaurants or drinking at bars late at night will know not to make a lot of noise as they head to their hotels.
“That will help a lot changing people’s attitudes towards tourism,” said Councilman Kevin McKeown, who suggested the aforementioned be added to the curriculum.
Those who are interested in participating in the “I am Santa Monica” course will go through two hours of classroom instruction followed by an hour-long bus tour of the city to experience what Santa Monica has to offer first-hand.
SMC will also offer a 12-week course on the hospitality industry for those looking to advance in their career. Those who graduate will receive course credit and earn the title of certified brand ambassador.
The college already offers free seminars through its Small Business Development Center and free ESL (English as a Second Language) classes.
“We want to make sure that people have the opportunity to continue their education,” said Misti Kerns, president of the CVB. “We also want to provide resources for entrepreneurs who are interested in careers in the hospitality industry.”
SMC officials said they will be ready to “train the trainers” in January and hold pilot classes in February. The three-hour course should be launched officially in March, said Tricia Ramos with SMC.
The next step will be to get businesses to enroll their employees in the program. CVB officials said they will be working hard to promote the course and its benefits, which will be improved customer service, which in turn will mean a better experience for customers, making it more likely that they will return.
As for employees, it may be one thing to get them to sit through the class, but another to have them embrace lessons learned, especially those who are making minimum wage and may not view their jobs as careers.
Kerns said the CVB will try several different ways to raise the level of enthusiasm, such as offering rewards for those who attend and excel, including a free weekend at one of the hotels downtown.
McKeown said the obvious benefit employees can expect from participating in the program is an increase in tips. If employees go out of their way to make their customers happy, they will return the favor.
“But in all seriousness, helping one another is just a part of human nature,” said McKeown, who spoke of the old innkeeper welcoming a weary traveler. “In other cultures and in most religions, hospitality is embraced and is an essential part. Here in America, it is commercialized.
“Here, we are trying to put the human back into the hospitality business,” McKeown said.
Originally published in the Santa Monica Daily Press print edition on December 17, 2007. Read the original PDF.