Fallbrook Area Visitors Bureau

The Fallbrook Area Visitors Bureau (FAVB) achieved significant organizational success over the course of the past year by revising their mission statement, hiring a new executive director, creating four signature events and crafting a five-year strategic plan.

The FAVB board is made up of community members from a variety of fields. Everything from lodging, to weddings, to restaurants, to real estate, to local news, to community revitalization is represented by directors at monthly meetings.

Lead by President Don McDougal, each and every member is mission-centric and strategic-plan-focused.

Alonzo DiCarlo, Kim Murphy, Dee Nusser, Don McDougal, Julie Reeder and Vince Ross are dedicated to finding ways to reach out beyond Fallbrook borders to promote and develop tourism in the greater Fallbrook area.

Creating a successful, sustainable tourism program that revitalizes and energizes the Fallbrook economy is what success looks like to these directors.

While our organizational side is definitely on the upswing, our funding efforts create challenges.

Limited funding found the board concentrating on using available money for marketing efforts in the areas of branding, Web site development, media outreach, special events and member education.

As more funds become available, the board will expand their scope of activities to include print, radio and Internet advertising.

Under the popular “Find Fallbrook” brand, the board of directors approved a three-prong effort to promote tourism by focusing on the strengths of visitor-friendly activities: Fallbrook as an exceptional art experience, Fallbrook as an urban escape and Fallbrook as a wedding resource.

A new Web site (www.FindFallbrook.com) was launched last fall, showcasing members, events and online lodging reservations. Coming soon, the site will feature suggested day itineraries. This brings a competitive edge to our outreach efforts, allowing visitors 24/7 access to our community.

A proactive approach to attracting media was generously funded by the Fallbrook Village Association.

This program officially began last October. It involves sending out a monthly e-newsletter to more than 400 media partners, concierges and tour companies.

Written for the press as small “sound bites,” the seven-item newsletter is meant to inform the media about our members’ businesses and activities. The goal is to engage and convince media partners to take a private Fallbrook area tour suited to their particular focus, which in turn results in tourism-related articles.

Tours are arranged and escorted by Executive Director Linda Kissam. This effort has resulted in many article placements already and is surpassing our expectations. We look forward to continuing this program for many years to come.

In March, the board voted to develop four signature events:

• “Celebrate Fallbrook!” An art, food and wine faire, Memorial Day 2009

• Fallbrook Open Studio Art Tour: an insider’s look at the art and artists of Fallbrook, October 4-5

• “Wine & A Bite” Art Walk: a fun walk around the art district, focusing on wine, food and art. Third Saturday of the month, May-September

• Fantasy Wedding: a complete wedding package valued at more than $20,000, all for the price of an opportunity drawing ticket.

Along with approving these special events, the board stepped “outside the box” and approved a new special event coordinator. Sandra Buckingham not only works on FAVB events but also is available “for hire” to assist with local nonprofit events. Clients can choose from a variety of services, all for very reasonable prices.

It is a priority as we move forward this year to find sustainable funding through San Diego County, increase our membership program and create and sustain an active special event schedule.

We will need the funds these efforts bring to focus on expanding our outreach efforts, increase staffing and office hours and find a permanent home for the Visitors Bureau.

I look forward to bringing you even better news next year. Until then, please visit us at FindFallbrook.com!