Destination Marketing Organization Highlights Updated Positioning, Industry Growth, and Local Champions
Oceanside CA— Visit Oceanside Conference and Visitors Bureau unveiled a new logo and branding platform with the tagline “So California” at its 6th annual Tourism Summit today, which was held at the historic Brooks Theatre. Following the annual tradition of Mayor Jim Wood tossing out a beach ball to officially kick off summer, Visit Oceanside CEO Leslee Gaul addressed the gathering of business owners and hospitality industry professionals and explained that the new branding honors the city’s heritage, while moving the destination forward in a more sophisticated and modern way.
“It’s been proven that with one consistent brand identity and key messaging, tourism and businesses can be more successful,” says Gaul. “There is positive energy in Oceanside and so much momentum in dining, art, culture and outdoor adventure. Oceanside also is a hot spot for entrepreneurs, many who grew up locally and want to give back to their community. The timing is right for an updated vision that speaks to what’s happening in the city today.”
The new logo is playful with graphic elements in dark blue and aqua representing the surf, sky and sea. The color palette and fonts were selected to reflect the colors, imagery and icons that are intrinsic to the Oceanside community. The tagline “So California” was derived from key attributes that are innate to Oceanside and selected for its ability to provide a sense of place for visitors right from the start.
“The tagline struck a chord because both California and So Cal is in the name,” says Gaul. “Oceanside has all the elements that one expects from a Southern California experience- beaches, renowned surf and surf events, harbor, palm trees, unlimited outdoor recreation, ideal year-round temperatures. We are that quintessential California beach community, hence So California.”
“The tagline serves a dual purpose by also immediately identifying where Oceanside is located. This is important since there are Oceanside’s in Oregon and New York. It also helps to define our brand for international visitors who know California, but not necessarily San Diego.”
Prior to unveiling the new branding, Gaul shared updated statistics on visitor industry growth in Oceanside. According to a recent study by Dean Runyan Associates, the city generated over $271 million in visitor spending in 2015, a 5% increase from 2014. This visitor spending directly supports 3,000 jobs in the community and translates into over $9.2 million in local tax receipts that go toward the city’s general fund to help pay for vital services and infrastructure. In 2015, Visit Oceanside helped secure 7,500 room nights in group business and assisted the city in hosting 37 citywide events including IRONMAN California 70.3, The Honor Bowl, Race Across America, Camp Pendleton Race Series, Bike the Coast, ISA World Youth Championships, Turkey Trot and more.
The Tourism Summit also served as a platform for Visit Oceanside’s annual awards presentation to outstanding industry partners, as well as the bestowing of the fifth annual Hospitality Scholarship to a Mira Costa College student. The 2016 recipients included:
- Industry Partner of the Year: Eileen Turk, City of Oceanside
- Local Champion Award: Charlie Anderson, Privateer Coal Fired Pizza and Rick Wright, MainStreet Oceanside
- California Welcome Center Volunteers of the Year: David Grimshaw and Billy Galizio
- Visit Oceanside/Mira Costa Scholarship Award: Elizabeth Bruno, hospitality student, Mira Costa College
Visit Oceanside Conference and Visitors Bureau is the official tourism marketing organization in Oceanside, Calif; promoting travel to the city for both leisure and group visitors. Oceanside generates $271 million in visitor spending each year, which supports nearly 3,000 tourism-related jobs. Visit Oceanside also operates one of the state’s official California Welcome Centers. With just one stop, visitors can find local, regional and state maps, purchase discount tickets to major Southern California attractions, facilitate hotel reservations or shop for the perfect California keepsake. The Visit Oceanside CVB and California Welcome Center- Oceanside are conveniently located just off Interstate 5 at 928 North Coast Highway. For more information, please call (800)350-7873 or visit www.visitoceanside.org.