In the film Field of Dreams, Kevin Costner’s character lived by
the mantra
”
if you build it, they will come,
”
and though that sentiment often is heralded when speaking of
tourism, it certainly is not an option for the city of Hollister
still stuck in the midst a sewer moratorium.
In the film Field of Dreams, Kevin Costner’s character lived by the mantra “if you build it, they will come,” and though that sentiment often is heralded when speaking of tourism, it certainly is not an option for the city of Hollister still stuck in the midst a sewer moratorium.
The effects of the building ban is evident in our waning city and county budgets and the promise of attracting new industry, and the economy-boosting jobs it brings with it, is still miles down the road.
Now more than ever, San Benito County and the city of Hollister need to rely on what is already here. Granted our merchant’s charm cannot compete with panache of San Jose’s Santana Row or the mega-malls throughout the area. However, the entire county is surrounded by spectacular natural beauty and the time has come to not only embrace it, but promote it.
Pooling the county’s, Hollister’s and San Juan Bautista’s funds to create a visitor’s bureau for the area would begin to attract regional tourists tired of the hustle and bustle of city crowds and, most importantly, create an identity, or brand if you will, for our area. How often have local residents told a stranger they’re from Hollister only to see a puzzled look of confusion, typically followed by a “Where the heck is that?”
Of the millions of people surrounding us, how many have actually seen a San Benito sunset while driving south along Highway 25, walked the quaint streets of San Juan Bautista, swung a club at San Juan Oaks Golf Course, toured local wineries or even visited the Pinnacles National Monument? When it comes to natural beauty and outdoor activities, this area is gazing at a gold mine.
With a visitor’s bureau focused solely on promoting outdoor attractions and wineries and beginning a branding campaign, San Benito County can put itself on the map for the many outdoor enthusiasts living in the Bay Area. Even U.S. Congressman Sam Farr, during his visit to the county last month, touted the natural beauty as one of San Benito County’s greatest resources.
Likewise, developing tourism would create an environmentally clean industry bringing new wealth into the county that would trickle down to our local restaurants and retail stores. And, it’s an industry we can develop right now.
The visitor’s bureau could partner with the County and San Juan Bautista chambers of commerce to encourage regional traffic – there is an untapped river of humanity that zips past us everyday on Highway 152 – to the unique events offered throughout the year. The change cannot occur over night, rather, it would take a committed and consistent effort over time to open people’s eyes to the county’s remarkable natural resources.
Granted there is a lot of work to be done, but some of the early steps are already being taken by the San Benito County Chamber of Commerce’s tourism committee. However, the chamber cannot carry the burden all alone, and it certainly cannot finance the effort without help. It’s time for a countywide tourism push and creating a visitor’s bureau is the way to go.
To respond to this editorial or comment on this issue, please send or bring letters to Editor, The Hollister Free Lance, 350 Sixth St., Hollister, Calif. 95023 or e-mail to ed****@fr***********.com.
