TOURISM PROJECT LEADERS MEETING

FEBRUARY 2005

ART STUDIOS AT FALLBROOK
photo by colleen aichle

The February 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, Mary Perhacs, Jerri Patchett, Wes Peet and Michael Cartwright

Below is a summary of the topics discussed: 

|[ Vince Ross ]|

Vince reported the need for traffic calming in the Heart of the Village shopping area. One consideration would be approaching the County about installing 4-way boulevard stop signs. The intersection
of Main Street and Hawthorn Street was discussed as
a prime candidate for such signs

Budd & Pat Sutliff, owners of A Few Of Our Favorite Things on Main Street, reported watching Main Street drivers - both northbound and southbound - speeding up when seeing the traffic lights at Alvarado Street or Mission Road turn green. A stop sign at Hawthorn Street
would address this dangerous behavior  

Mike Weber mentioned the more pedestrian activity there is on Main Street, the more slowly that drivers will have to negotiate the street. Driving through Laguna Beach was noted as an example of drivers having to slow down due to the presence of pedestrians

Another topic of discussion was bringing back to town a representative from Destination Development, Inc. - Fallbrook's tourism consultant - to conduct a weekend workshop geared toward the progress of the Tourism Project. The workshop would be facilitated by Lanie McMullin, of DDI, who was present in the Village when the original
tourism assessment was conducted last year

|[ Marketing Team ]|

Don McDougal, Marketing Team leader, reported that the Committee had reached unanimous agreement on a brand for Fallbrook:
"FALLBROOK. SMALL VILLAGE. BIG HEART."

The brand continues the vision of Fallbrook as a small, rural, friendly village. It was thought that this will appeal to the citizens of Fallbrook. At the same time, the brand will prove attractive to potential visitors from the metropolitan centers of Southern California - Fallbrook being publicized as a nearby, small village promoting the arts  

Mary Perhacs reminded the group of the recent Sunset Magazine
article on the Village, which was appreciative
of  Fallbrook's small-town qualities  

|[ Big Picture Committee ]|

Mike Weber, heading up the Village Association's Big Picture Committee, reported that many of the goals of the Tourism Project have been consolidated, to make for more efficiency in accomplishing those tasks. As an example, he mentioned the efforts at revitalizing the Art Foundry of Fallbrook and the Art Studios of Fallbrook

Mike said that specific goals for 2005 include the proposed live/work studio lofts on Vine Street, and the "Park in the Park" event parking facility to be developed behind the Art Center. Another goal for the year is the Gem & Mineral Society park at the corner of Alvarado and Main Streets, with plans to include public restrooms
and an information center for visitors

Also mentioned were the specifics of the way the Big Picture Committee functions. Mike Weber will focus on the physical planning of the Tourism Project, while Vince Ross works as government liaison, and Don McDougal serves as the go-between for the community,
as well as overseeing special projects

|[ Arts Council ]|

Mary Perhacs, Arts Council team leader, reported that along with the Art Center name change to Art Center At Fallbrook, a stylized logo has been designed. It will soon be presented

Mary stated that the upgrades to the Art Center entrance are complete. She noted that County representative, Phil Rath, commented positively on the improvements. The banners that used to block the windows are now gone, enabling passers-by to see into the Center

As Marlene Rantanen, Chair of Art Of The Flower-The Festival was unable to attend this meeting, Mary reported that the Festival is progressing nicely. San Diego Home & Garden magazine, now on the newsstands, is displaying the first Festival advertisement

Mary further related that a new Art In Public Places committee
is being formed to continue this vital endeavor

Mary ended her presentation by stressing the need for a professional publicist to work with the Art Center and the Village. Mentioned was the remarkable show currently on display at the Art Center - Transferring Ink In The West - with works by the likes of Dali, Picasso, Chagall and Miro. It was discussed that the show should be publicized throughout Southern California, yet for the most part at present, there is awareness of the show only in Fallbrook. Vince Ross stated it was time to consider advertising for a person to conduct public relations for the Village    

|[ Fallbrook Merchants ]|

Budd and Pat Sutliff, Merchants team leaders, reported meeting with Mike Weber and Mary Perhacs to discuss moving forward with Heart of the Village projects, such as temporary signage and creating more activities in the Village Square. A number of downtown merchants want to pursue Village Square activities on Sundays, including music and food

Budd, Pat and Vince discussed that the Open on Sunday
effort of Main Street shops is close to being
at a respectable level, with only a few more shops
needing to be brought gently into the fold,
with their doors open on Sunday

|[ Gateways & Beautification ]|    

Jerri Patchett, team leader, reported progress on the gateway project, with the project broken into 3 phases - budget, timeline and signage. She said there will be a tentative plan for review in 2 weeks

Jerri stated she foresees the 1st phase of the downtown gateway signs, beginning with the southern entrance on S. Mission Road,
being accomplished in 2005/2006

|[ Chamber of Commerce ]|

Wes Peet, Chamber representative, reported that the visitor information sign has been installed across E. Mission Road from the Chamber of Commerce offices, and that it displays the letter "I" for information, as in Europe

Wes mentioned that upgrading the Avocado Festival, with the
Art Alley segment being added this year, continues to progress

Wes is also going to look into the possibility of Fallbrook's using portable visitor-information kiosks, as does Hillcrest. Mike Weber related that many companies build such kiosks

|[ Tourism Project Newsletter ]|

Michael Cartwright, Tourism Project newsletter editor, reported that the initial newsletter, published online at the end of last year, has thus far received 245 hits. The current edition had received 80 hits prior to this meeting. Following notification to subscribers, that number jumped overnight to 150. Michael stated this illustrates the newsletter is serving its purpose by allowing people in Fallbrook to follow the progress of the Tourism Project via the newsletter

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TRANSFERRING INK
IN
THE WEST
an art show

Helene Ross, Mary Perhacs
& Toni Inman

ART OF THE FLOWER
THE FESTIVAL
by
Marlene Rantanen

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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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