TOURISM PROJECT LEADERS MEETING

JANUARY 2005

|[ A Gathering of Like Minds  ]|

The January meeting of the Fallbrook Tourism Project team leaders was held at the Fallbrook Art Studios. In attendance were Vince Ross, Don McDougal, Mike Weber, Budd and Pat Sutliff, Jerri Patchett, Mary Perhacs, Michael Cartwright, and Brigitte Schlemmer. Also attending the meeting, representing Supervisor Bill Horn's office, was Troy Funk

Below is a summary of the topics discussed: 

|[ County of San Diego ]|

Troy Funk, policy advisor to Supervisor Bill Horn,
reported that the Supervisor is heartened by the enthusiasm in Fallbrook, as the local citizens work toward the goals of the Tourism Project. Troy reported that the Supervisor is committed to helping the community meet these goals. To that end, the Supervisor's office is looking into different means of funding tourism projects. A redevelopment agency is one possibility under consideration

|[ Fallbrook Village Association ]|

Vince Ross reported that the Fallbrook Village Association
Board of Directors continues to push the unique designation
of Fallbrook as an Arts Education center

Mike Weber, head of the Big Picture Committee of the Fallbrook Village Association, went into the subject of potential "local tourists," people who live in Fallbrook but do not take advantage of shops and restaurants in the downtown district. Mike mentioned conducting a study to find what these people want from their downtown.

Further reported was that the Fallbrook Gem and Mineral Society property at the corner of Alvarado and N. Pico (across Alvarado from the Art Center At Fallbrook) is now in escrow. Planned for the site is an information kiosk, public restrooms, and the potential relocation of the Chamber of Commerce, or another community organization. Fallbrook will be looking to the County for financial help with this project

|[ Marketing Team ]|

Don McDougal, Marketing Committee leader, stated that, along with input from Destination Development, Inc., the Committee continues to move forward with the branding of Fallbrook effort. This brand is not only critical for the town's immediate identity, but needs to carry the day for years to come. The thought is to focus on the Arts Fallbrook has to offer visitors, without excluding the town's many other attributes

Consideration is also being given to consulting
with a professional marketing firm, regarding the Fallbrook brand

 The Committee continues to seek a person well-versed in marketing, possibly a retired marketing professional

Troy Funk, representing the County, mentioned
he will look into funding possibilities for these efforts

|[ Art of the Flower. The Festival ]|    

Marlene Rantanen, Chair of the Art Of The Flower festival - debuting on Sunday, April 3rd - reported the Festival logo has been designed and is now forwarded to San Diego Home & Garden magazine for Festival advertisements in the March and April issues

50 exhibitor booths are expected, approximately 5 of which will be reserved for Fallbrook non-profit organizations, at a reduced charge

All of the downtown art venues will be utilized for demonstrations, including the Art Center At Fallbrook, the Art Studios Of Fallbrook, and the Art Works Of Fallbrook

As with the Joyful Traditions Christmas celebration, a horse-drawn carriage will transport Festival goers between venues

Wine sales, consisting of Fallbrook Winery's reserve wines, will be offered in the Village Square, along with select microbrewery beers, courtesy of Connections

Connections will also broadcast the event
from their newly-acquired radio station

Fallbrook artist, Robin Erickson, will be painting the 1st annual Festival poster. The posters will be available for sale at the Festival

[Please see the Art Of The Flower festival article]

|[ Arts Council ]|

Mary Perhacs, Arts Council team leader,
began her presentation by noting that the Demonstration Projects
she was about to describe were a direct result of recommendations
from the tourism firm that consulted with Fallbrook:
Destination Development, Inc.

Mary then went on to relate that the Art Center
[the venue formerly known as Art & Cultural Center]
has now been officially renamed
The Art Center At Fallbrook

Improvements to the Art Center are currently underway, including an Italian tile entrance, leading to a redesigned front area featuring artist demonstrations, including pot-throwing and painting. The thrust being to present cultural tourists more dynamic offerings of the arts. The demonstration area is planned to be operational even during art show down-times, so there will always be arts offerings for visitors.
The Art Center now plans to be open 7 days a week

There are also plans afoot to drape the current roof sign
with a fabric printed with, "Art Center At Fallbrook."
Further, art-related banners will be flown from the roof of the Art Center.
The goal for these upgrades is February 5th

Across the street in the Village Square, the subject of moving the Farmer's Market to Sundays is under discussion. With the difficulty of attracting more genuine farmers to participate (many can't earn enough to make the Market worth their effort), consideration is being given
to having an ongoing, top-quality Artisans Market,
in keeping with the Village's arts theme

Beyond this activity, it was discussed utilizing the Village Square for weekend wine tastings, artist demonstrations, and children's events. A weekly TGIF event, for local and regional visitors,
is also being considered for the Square

Moving in the direction of more upscale events in Fallbrook,
the Avocado Festival will, for the first time, feature a display organized
by the Art Center - Art Alley, on Fig Street

Finally, Mary announced the annual Motorcycle Show is being replaced with a juried photography show featuring the work of local adults, children, and professional photographers.
It will be titled, My Fallbrook

|[ Gateways & Beautification ]|    

Jerri Patchett, team leader, reported that the newly-formed Fallbrook Beautification Alliance will serve as a financial resource for all Fallbrook beautification projects. Initial funds will come from a 4th of July, family-oriented, Rubber Ducky Races fundraiser planned for the Grand Tradition

The first Gateway demonstration project
- welcoming visitors to Fallbrook -
is planned for the property next to the Shell station on S. Mission Road.
 The Fallbrook Rotary Clubs will provide partial funding.
Eventually, 11 Gateways are planned, some on private property

|[ Fallbrook Merchants ]|

Budd and Pat Sutliff, team leaders representing the Fallbrook Merchants, reported the Merchants' decision to brand the downtown area:
Heart Of The Village
Of the choices the Merchants were considering, it was noted that the word "Heart" contains the word "Art," in line with promoting Fallbrook's art community to attract upscale visitors

New signage is planned throughout the commercial district, containing both the downtown brand, plus the pending Fallbrook brand

|[ Chamber of Commerce ]|

It was reported that one of the projects recommended by Fallbrook's tourism consultant, Destination Development, Inc.,
a visitors sign across E. Mission Road
from the Chamber of Commerce office, has been installed

|[ Epilogue ]|

Troy Funk, representing the County of San Diego, ended the meeting with kudos to all involved for their hard work. He expressed being impressed by the collaboration exhibited in Fallbrook, as the goals of the Tourism Project are implemented. Troy reiterated Supervisor Bill Horn's support of this endeavor

f

ART OF THE FLOWER
THE FESTIVAL
by
Marlene Rantanen

FALLBROOK
AND
THE COUNTY OF SAN DIEGO
by
Vince Ross

f

Fallbrook Village Association

P.O. Box 508
Fallbrook, CA 92088
760 723 8384
www.fallbrookart.org

Fallbrook Chamber
of Commerce

233 E. Mission Road
Fallbrook, CA 92028
760 728 5845
www.fallbrookchamber.com

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