Grass Valley, CA (PressExposure) May 18, 2011 -- The historic mining town of Grass Valley, California has approved a community-wide tourism Action Plan to rebrand the community and draw tourists from nearby drive markets. California tourism is down across the board, but this mountain community was not deterred by such declines.
Grass Valley hired marketing strategist Charles Bobo, to develop a community-wide tourism strategy in February. According to Dan Holler, Grass Valley's city manager, "I have worked with Charley in the past, and he has a unique system for pulling together public and private sector groups to work cohesively." The process began in March with the Mayor's Tourism Summit, a 2-day in-depth planning workshop conducted by Bobo. What came from the workshop and subsequent research and planning phase was a 38-page Action Plan with detailed budgets, strategies, media plans, tracking metrics, and creative directives.
The city council, in a May 10 meeting, voted to approve allocating the initial $50,000 to the Action Plan to set the wheels in motion. The project includes creating a new community brand/logo, developing a new tourism branded web site, a virtual publishing app for mobile and tablet devices, creating a video library, and implementing a web-centric media strategy through SEO, social media, and rich media content. The online media campaign will be complimented with traditional media buys, targeted at the Sacramento region.
"Grass Valley has great tourism assets already in place, so there is plenty to work with", stated Charles Bobo, the project's consultant. "From the Nevada County fairgrounds, to arts and cultural events, to a charming historical downtown, to large attractions like the Empire Mine, the community has something for all flavors."
Intentional Marketing, a full-scale media company in which Bobo is a partner, will carry out the project's strategies. "Normally, I write the game plan and playbook, but Intentional Marketing picks up the ball from there and runs with it. They're a great organization and have tremendous talent in today's new media world."