DDI Workshops

DESTINATION DEVELOPMENT, INC. REPRESENTATIVE RETURNS
TO FALLBROOK

|[ Tourism Workshops ]|
In March 2005, Lanie McMullen - Art Consultant with DDI - conducted workshops with several dozen Fallbrook residents
to address the following issues regarding promoting
the objectives of the Tourism Project:

1. Marketing, & Marketing Strategy

2. Core Area Re-Vitalization
(Heart Of The Village Improvements)

3. Special Events & Activities

4. Number Of Venues And Activities Required
To Feature Fallbrook As A Desirable Destination

5. Critical Mass Components:

• Heart Of The Village Hotel, Entertainment,
  Hospitality, Foundry

• Visitor Retail Attractions

6. Special Events, Such As
The Art Of The Flower Festival

7. Major Demonstration Projects Including:

• Event Parking Behind The Art Center

• New Gem & Mineral Museum Facility

• Heart Of The Village Hotel

• Village Residential / Mixed Use Dwellings

|[ Fallbrook Position Statement ]|
The two-day workshops resulted in a variety of Next Steps & Solutions, including a position statement from which the Fallbrook marketing strategy is being developed.
That position statement is as follows:

"Fallbrook is a thriving, vital rural community
with a culturally vibrant Village core."

Village values include:

• Art: accessibility, production, and education
  
  

• Healthy Lifestyles: preservation of open space
  and recreational opportunities

• Choices: active village center or serene foothill acreage

• Sustainability: of economy [business], environment, and values

• Civic engagement: creating an inclusive and diverse community

|[ Sought-After Visitors ]|

During the workshops, Fallbrook's target visitor market was identified as:

1.  Baby boomers / retirees, ages 45-65

• Interested in art & culture, the outdoors,
  gathering places, diversity, and education        

 2.  Upwardly mobile creative class with disposable income, ages 30-45

• Knowledge-based economic sector

|[ Action Items ]|

Action items that came out of the workshops are as follows:

• Develop branding: Currently in development

• Create position statement: Completed

• Prioritization of demonstration projects: In progress

• Contact Artspace: http://www.artspaceusa.org
  (scheduled for the end of April in Everett, WA)

• PR strategy: Further development required

|[ For Further Information: ]|

If you are interested in the full workshop results,
please contact the Fallbrook Village Association:
fallbrookva@sbcgobal.net

For more information on Lanie McMullin's
 expertise please visit: http://www.destinationdevelopment.com/laniemcmullin.htm

f

TOURISM PROJECT
PROGRESS REPORT 

REVISITING
ART OF THE FLOWER
THE FESTIVAL

GATEWAY JUNKET
by
JERRI PATCHETT

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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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