Local planners collaborate at tourism conference

Community leaders and representatives gathered at the Grand Tradition on Feb. 27 for the inaugural Tourism and Community Collaboration Conference, sponsored by the Fallbrook Chamber of Commerce. The purpose of the meeting was to increase community support through organizations working together in order to bring in tourism.

Martin Quiroz of First Choice Loan Services Inc. and a member of the Fallbrook Chamber of Commerce headed the conference. The approximate 65 attendees were seated at designated tables relevant to their field, such as recreation, arts, long-term planning, Bonsall, wineries and dining, and events.

Quiroz noted that there were many accomplishments the town has seen, especially within the last year, and encouraged the continuance of cross-collaboration of businesses and organizations. It was discussed that although Fallbrook is known for avocados and is somewhat already branded for that fame, many who visit also associate the town with art, gardens, vintage cars, and antiques shopping.

Certain events are items of pride in the community and many were acknowledged.

Currently on display at the Fallbrook Art Center is the World of Watercolor running now through March 22. This exhibition showcases renowned California Style Regionalists from 1920 to 2000.

Probably the most well-known event is the upcoming 29th annual Avocado Festival, which will be held Sunday, April 19 with tens of thousands of visitors expected.

Last year, the inaugural Avocado Half-Marathon took place which drew in a lot of people, many of whom are actively involved in the health industry. This year, the half-marathon will be held on Saturday, May 23.

The Fallbrook Vintage Car Club will be celebrating the nationally-recognized club’s 50th anniversary at Pala Mesa Golf Resort on Sunday, May 24. This event is expected to attract a record number of spectators to enjoy the day and ideally come back and revisit the town, bringing in a residual of tourism revenue. Roy Moosa, president of the club, mentioned that an invitation is extended to local non-profits in the area as it would be a perfect venue for them to exhibit their causes.

The Wine & a Bite Art Walk has also been a positive contribution to the community, it was noted, encouraging people to come and experience the historic downtown area. The event involves a combination of a few specific merchants who are each matched with a local restaurant’s dish and wine variety from a local vineyard, joined by a selected artist.

Fallbrook Garden Club will offer its popular Garden Tour in April. The club has just finished its 81st annual Flower Show. Fallbrook Tennis Club’s 30th annual Fallbrook Junior Open Tournament will be held July 6 this year. Proceeds from this tournament are donated to the Boys & Girls Clubs of North County.

Fallbrook Summer Nights brings in people from out of town as well as locals who wish to enjoy a small town summer evening with various themes reflected in music, food and culture.

The Fourth of July Fireworks celebration at the Grand Tradition is a definite reflection of the word itself. Plans are to continue the extravagant display of fireworks, live music, a multitude of food and beverages from local restaurants and wineries, including an array of activities for all ages.

The 9/11 Remembrance Climb/Ceremony which is held close to the 11th of September at Monserate Mountain raises funds for “Homes for our Troops” and the Fallbrook Land Conservancy

Held at the historic Palomares House in October, Stagecoach Sunday is one of Fallbrook’s main fundraisers which supports the Fallbrook Land Conservancy’s land stewardship programs such as the planting of native species as well as the maintenance of trails and preserves.

Longtime resident and community volunteer Jackie Heyneman has strongly promoted October as “Scarecrow Days” for three years and the event appears to be growing.

Also in October, the Fallbrook Gem & Mineral Society holds its Fall Festival of Gems. The Artisan Fair at the historic Elder House and the Harvest Fair also complement the downtown area.

Commemorating Veteran’s Day, the annual parade, sponsored by Fallbrook Veterans of Foreign Wars Post 1924, is a well-respected event which honors local veterans.

When the winter holidays approach, the Friends of the Fallbrook Community Center hold the annual Community Tree Lighting event. This year’s event will take place on Friday, Dec. 4. Ann Wade, president of the organization, said that the ceremony provides a great opportunity for non-profits to connect with potential donors.

The first downtown holiday lighting of Main Avenue last year kicked off an example of great alliances between local businesses. The last event of the year, the Fallbrook Christmas Parade, sponsored by the Fallbrook Chamber of Commerce, brings tremendous spectator and participant turnout.

After summarizing many of the annual events, Quiroz continued to speak about some of the merchants in town and the facilities, products, and services that they provide. It was noted that Myrtle Creek Nursery has recently put a lot of effort into its marketing, and has expanded their business with its Bloom Café. The Grand Tradition Estate is expecting another successful turnout in its second seasonal opening of the Orchid Bar, and the estate continues to host functions for numerous organizations in addition to weddings and other special events.

The audience was also reminded that the Valley Fort Farmer’s Market is open on Sundays from 10 a.m. until 3 p.m. The Friday Farmer’s Market at the Vince Ross Village Square hopes to expand to more days than just on Friday, as well as utilize more than just this location. Quiroz mentioned that the organized effort of “Whoville” at the Farmer’s Market through the Fallbrook Village Association was well received over the holidays. He also commented that there has been noticeable growth with local wineries.

Quiroz pointed out that although there is a lot to do in the town, there are many nature-related activities too, such as hiking the many trails maintained and managed by the Fallbrook Land Conservancy and Trails Council. The Walkabout Web is a proposed network of interconnecting trails via a specific route that meanders through the town. An additional 47 acre property off of Gird Road is also in the process of becoming part of the conservancy and will be available to the public.

Quiroz then handed out a questionnaire for each table to peruse and use as a conversation tool. It included questions such as, “What do you think people like to see when they visit Fallbrook?” “Would there be something that you would create that would bring people to town?” “Do you attend Local Events and shop local? If not, what would it take to bring you to events and shop local?” “What type of advertising works and what does not?” The discussions were well-fueled with many different opinions and angles, yet a commonality was to concentrate on the events that are already in place, by using more synergy from organizations that must cooperate for the event to be a success.

Lila MacDonald, president of the Chamber of Commerce, spoke about growing up in Fallbrook and how seeing the people who make up the town succeed is a personal endeavor for her. Looking back at the past 14 months that she has been involved directly with the Chamber of Commerce, MacDonald said that collaboration makes an organization stronger and better. MacDonald urged organizations to embrace the Chamber’s motto for 2015, “Discover your Community,” by supporting businesses and events in every industry.

In closing, Quiroz said the Fallbrook Revitalization Committee invites members of the community and leaders of local organizations to interact, learn, and collaborate by attending its monthly meeting. The meeting takes place the first Thursday of every month at Fallbrook Public Utility District at 10 a.m.