Visitors Bureau positions Fallbrook area for success

The Fallbrook Area Visitors Bureau (FAVB) is ready to promote and develop tourism in the greater Fallbrook area through its newly approved strategic plan. The plan was developed by its board of directors to guide and direct its efforts to make the greater Fallbrook area a top-of-mind tourist destination.

According to FAVB Executive Director Linda Kissam, “The goal of the FAVB’s strategic plan is to assist the board to position and market the greater Fallbrook area as a unique destination, offering two to three days of distinctive creative tourism opportunities that include the community’s unique arts education programs, its many urban escape opportunities and its matchless wedding facilities.”

During the strategic planning process board members were asked to share what they felt were the greater Fallbrook area’s strengths and challenges in becoming a tourist destination, their opinions regarding current marketing efforts and what key tourism initiatives they would like to see happen in the next five years.

According to Don McDougal, FAVB president, “The board identified five crucial goals for the next five years: tourism, funding, branding, infrastructure and a permanent visitor center. We feel we’re building a path to success by highlighting the unique character of the arts education community, supporting further development of the historic Fallbrook downtown area to serve as the cultural, recreational and social center of the area, developing partnerships between local entities, marketing jointly to make money go further and increasing the tourism marketing budget by pursuing additional funding sources.”

The FAVB will monitor its progress quarterly over the next five years, adjusting goals and objectives as they are met. According to Kissam, “The strategic plan is meant to be somewhat flexible. It is a document that guides the board in their work, but is not written in stone. Time and circumstance can change and so will we to meet our goals in the most judicious and direct manner. This board is up to the challenge. They can’t wait to get started.”

Copies of the strategic plan may be obtained by contacting the Fallbrook Area Visitors Bureau at (760) 451-3282.