Tourism Plan Urges Sprucing Up Beach

A Los Angeles consulting firm has offered Ventura a plan for luring visitors and their dollars away from competing tourist destinations, but the city will have to enhance its natural assets and tout its small-town charm.

Interviews and research conducted over the last several months by L.A.-based PKF Consulting concluded that Ventura could go head-to-head for tourism revenue that is now siphoned off by popular seaside cities such as Santa Barbara, Santa Monica, Newport Beach and Oxnard.

“I think it is an exciting piece of work, said City Councilman Brian Brennan. “It gives us a blueprint to work from.”

The report said Ventura’s primary strengths are its proximity to the sea, its expansive beaches and ocean-related activities. But an unattractive appearance, poor maintenance, lack of facilities, picnic areas and recreation space-- particularly at the state beach--detract from the overall package, the report said.

By polishing up the beach area and providing more amenities--including more shops, cafes and restaurants along the promenade--the report says, Ventura could become a prime tourist destination.

Everybody can win from this plan, Brennan said, pointing out that improvements made to local beaches, parks and city infrastructure benefit tourists and residents equally.

“Improving the facilities along the waterfront, looking at how we tie downtown to the beaches, may be done in the name of visitors and tourists, but it is as much resident-serving as anything, Brennan said.

The City Council will consider the Tourism Master Plan today at 7 p.m. in council chambers at City Hall, 501 Poli St.