The city’s efforts to turn its wineries and orchards into a
”
Bay Area Backroads
”
destination is having a positive effect. But dollars generated
through tourism marketing are tough to trace, said Morgan Hill
Chamber of Commerce Director Dan Ehrler.
Morgan Hill – The city’s efforts to turn its wineries and orchards into a “Bay Area Backroads” destination is having a positive effect. But dollars generated through tourism marketing are tough to trace, said Morgan Hill Chamber of Commerce Director Dan Ehrler.
Still, the Morgan Hill City Council, acting as the Redevelopment Agency’s directors, voted 5-0 Wednesday night to approve a $50,000 grant for the chamber to continue its participation in the South Santa Clara Valley Tourism Partnership.
The money will pay for magazine ads, brochures and booths at four Bay Area travel shows to promote Morgan Hill’s agricultural charms.
Ehrler said the marketing activities, which began last year, are drawing more visitors to Morgan Hill, though it’s hard to tell how many.
Councilman Mark Grzan sparked a testy discussion on the matter, arguing the chamber must show better evidence that the Redevelopment Agency’s investment is worth it.
“How does this promote the mission of economic development?” Grzan asked repeatedly. “How do we measure the effects?”
Ehrler, somewhat exasperated at Grzan’s hard line of questioning, responded he is confident that marketing and advertising are bringing in more business to the city.
Last year, the chamber received $36,000 from the Redevelopment Agency for tourism marketing activities, allowing the business group to participate in the South Santa Clara Valley Tourism Partnership with the city of Gilroy. Gilroy is also contributing $50,000 to the partnership, bringing the total budget to $100,000.
The money will be used for ads, brochures, Web site development and booths at four Bay Area travel shows, among other things.
