Morgan Hill and Gilroy understand that it’s more effective to
market to tourists as a unified region
The 10 miles that separate Gilroy and Morgan Hill have in the past seemed more like 100 when it came to vying for tourism dollars, but now the cities are growing closer, at least in a figurative sense, as they work together to promote tourism for the entire area.
Jane Howard, who was named executive director of the Gilroy Visitor’s Bureau in June, and Morgan Hill Chamber of Commerce Executive Director Dan Ehrler – along with members of their respective boards – have come up with a regional marketing plan to increase tourism in the area.
“It’s being implemented this year for the first time,” Howard said. “When we looked at all the crossover, all the wineries, the golf, the festivals, it just made so much sense to do regional marketing … It’s a pioneering effort, and I’m quite happy about it.”
The South Santa Clara Valley Tourism Partnership is an effort that involves cooperation between the two cities, the two Chamber of Commerce boards and Gilroy Visitor’s Bureau. The staffs of each organization contribute to the operations of the partnership, Howard said.
“This involves a tremendous amount of time and effort,” she said. “For the tour, there were details to set up and things to arrange. When we went to the travel show, there were packets to put together, materials to assemble, we just couldn’t have taken care of the administrative side of it without a lot of work from the staffs.”
Focusing in on what each city has to offer, the partnership has a regional marketing budget that allows for promoting the area, the events and attractions.
So far, the partnership has advertised the region in several publications, including “Via” and “Discover” magazines. There was also a “familiarity tour” of Gilroy and Morgan Hill for 20 travel writers in September, and Ehrler and Howard attended a media reception hosted by the California Travel and Tourism Commission where they met up with some of the writers from the September tour.
“This is a great opportunity for the park to work with both of the cities,” said Trevor Wilson, marketing manager for Gilroy Gardens, formerly Bonfonte Gardens. “I’m pleased with how this new organization is moving forward.”
Ehrler sees great things coming from the partnership.
“I am wildly, enthusiastically excited and thrilled about this,” he said. “And in just a very short time, we already have some truly extraordinary accomplishments.”
Ehrler said the partnership hopes to begin to see some results of its efforts this spring and summer.
“All the ads are just in place now, we’ve been to the trade shows, and we hope to see (tourists) start coming the spring and summer,” he said. “In terms of just seeing visitor-serving business income increases, we may be able to compare was that was in 2006 versus this year. Any kind of increase there would be good.”
Sunday Minnich, event chair for the annual Morgan Hill Mushroom Mardi Gras, said she believes the partnership can only benefit both cities as well as events such as the Mardi Gras and the Gilroy Garlic festival.
“It’s a collaborative force promotion the whole area and all the events and attractions, and I think it’s a great idea,” she said. “I thought it was a great idea years ago when we talked about partnering but it just never happened. I am happy to see the two cities have agreed to put their efforts together. Promoting the cities regionally is greater than what each city has individually. The region has more to offer as a whole.”
From Eagle Ridge Golf Club in Gilroy to Coyote Creek Golf Club just north of Morgan Hill, with wineries sprinkled all around the two cities and in between, attractions such as the Gilroy Premium Outlets, Gilroy Gardens and Morgan Hill’s attractive downtown area, Ehrler and Howard say they know it makes an attractive package.
“I believe strongly that people will want to stop and visit and explore,” Ehrler said. “They travel buy us, but we want to let them know there’s a lot here to be seen and appreciated. I’m especially pleased and grateful that we have developed this partnership. It can do nothing but grow and enhance our region’s tourist-serving businesses.”
