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Thursday, Mar 28, 2024

Santa Clarita Wins Best in State for Second Year

For the second year in a row, the City of Santa Clarita has won the Grand Prize for Best Economic Development Program in the State of California. This year, the city received the honor for its tourism program, while last year the California Association of Local Economic Developers (CALED) singled the city out for its film program. “Santa Clarita is a premiere community, and we’re proud to receive this recognition of the work we have done to attract visitors to enjoy our city,” Mayor Bob Kellar stated about the award, which Santa Clarita received May 1. Santa Clarita received the distinction because it is working with private industry to attract visitors, said Jessica Freude, an administrative analyst with the city’s film and tourism economic development department. In turn, the city sees a “very positive return” on investment for its dollars, she added. “We’re just thrilled and flattered [to be honored] two years in a row,” Freude said. “It’s such a validation that the city’s effort to attract location filming and tourism really helps our community.” During the three year period that Freude has worked for the city, Santa Clarita has landed the Amgen Tour of California, the Italian Feast and three new hotels: the Embassy Suites, the La Quinta Inn and Suites and Courtyard by Marriott. Freude estimates that between 50,000 and 75,000 visitors attend the Amgen Tour, which has expanded from a one-day to a two-day event. Also, in June, the Valley Fair will be held at the Saugus Speedway in Santa Clarita for the second time. When the fair moved from the San Fernando Valley to Santa Clarita last year, it attracted about 25,000 people. Next year, the city will host the Western States Police and Fire Games for the first time. That event is expected to draw 6,000 people. Then, there are established events, such as the AT & T; Champions Classic, which draws 40,000 and generated about $7 million for the city last year. Even cultural events, such as the Loose Goose Wine Festival, which draws about 7,500, make a positive economic impact on the city. The Six Flags amusement parks are a major draw as well, with more than 3 million visitors annually. “We know that helps to contribute to the health of our tourism business here in Santa Clarita,” Freude said. Altogether, the various events held in the city generate tens of millions of dollars, according to Jason Crawford, Santa Clarita’s marketing and economic development manager. “What we’re really trying to do is corner the event tourism market and bring people into Santa Clarita to enjoy an event and then remember Santa Clarita positively from the experience, and that can mean different things to different people,” Crawford told the Business Journal in March. “If you’re a cycling fan, you go to the Tour of California and think great things about Santa Clarita. If you’re a wine enthusiast, you’ll go to the Loose Goose Wine Festival and think, ‘Wow, I had a great time in Santa Clarita.'” To draw a steady stream of visitors to the city, Freude and Crawford market upcoming events as current events in the city unfold. They also promote events in regional airports and welcome centers and attend travel shows. The city’s work with the Los Angeles Convention and Visitors Bureau and the State Tourism Office, along with the guidebook and calendar of events Santa Clarita issues, have all proved effective. Freude explained, “Everyone within the Santa Clarita Valley benefited specifically for events that we hosted here.”

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