In April 2012, the Ventura Lodging Association (VCLA) launched the VenturaCountyWest advertising campaign. The marketing has included digital, radio, television, outdoor and print advertising as well as a strong PR and social media effort primarily targeting Southern California. Since then, year-to-date occupancy rates have increased by 10.03 percent in Ventura, 17.47 percent in Oxnard and 5.53 percent in Camarillo.
“The occupancy rate increases, for Ventura and Oxnard in particular, are exceptional when compared to Santa Barbara and San Luis Obispo counties, two regions that compete for Southern California travel dollars,” says Rebekah Evans, VCLA executive director. “Tourists and event planners are realizing that VenturaCountyWest is a coastal destination with great hotels, restaurants, entertainment, shopping and outdoor activities, all at a great value.”
Revenue per hotel room also increased significantly since 2012: 15.26 percent for Ventura, 26.83 percent for Oxnard and 8.06 percent for Camarillo. “We’re consistently filling our hotels even as hotels increase revenues per room,” notes Evans.
In an effort to attract more visitors to the area, the VCLA recently pledged $50,000 to Oxnard Airport to help restore domestic commercial airline flights. “Currently, travelers can only come to VenturaCountyWest by car or by limited train service,” says Jorge Rubio, deputy director of airports, County of Ventura. “Once airline flights are restored, we expect additional increases in tourism, business and leisure travel to our area.”
Ventura County Lodging Association (VCLA)
The Ventura County Lodging Association (VCLA) is comprised of lodging facilities and destination marketing organizations in the California cities of Camarillo, Oxnard and Ventura. VCLA represents 60 members including hotels, motels, bed & breakfasts, RV Resorts, resort rentals, the Camarillo Chamber of Commerce, Oxnard Convention & Visitors Bureau and Ventura Visitors & Convention Bureau. Its "VenturaCountyWest"