For small town officials, it was a wake-up call to develop a plan to help local businesses.
The result was a program called “Visit Santa Maria Valley,” which will pay tourists $ 100 to travel there and stay for a minimum of two nights at one of the many hotels in the area. Payment comes in the form of a voucher that can be used at any of the town’s wineries, breweries, or restaurants. The promotion starts on February 4 and ends on March 31.
Santa Maria Valley, which is about 65 miles north of Santa Barbara, offers many of the same amenities as the more famous California destinations, but at a lower price, officials said.
“Santa Maria Valley has so much to offer,” Jennifer Harrison, director of the Santa Maria Valley Visitors Bureau, told CNN. “We have beautiful beaches, hotels and wineries that are such a great option for budget-conscious travelers in a time of economic recovery.”
Indeed, the Central Coast region features 13 beaches and 34 tasting rooms, all within a 30-minute drive, according to the Santa Maria Valley website which lists dozens of activities, including hiking, golf, art exploration, and birdwatching.
Safety first
Harrison said her team is working diligently to follow CDC safety protocols, adding that Santa Maria Valley is less crowded than other California destinations and can more easily enforce social distance guidelines.
She also said that due to its somewhat remote location, the city tends to attract visitors who come by car rather than plane.
“‘Visit Santa Maria Valley’ calls on visitors to discover the region in a safe, responsible way,” said Harrison. “Our wine tasting rooms, outdoor areas, restaurants and hotels have collaborated to develop health and safety protocols so that visitors can experience the charm of the area.”
The program was launched when Yelp’s 2020 Economic Average report recently found that small towns that rely on tourism have been significantly affected by the pandemic.
