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Speaker 1: (00:00)
The tourism industry thrives on welcoming everyone who visits San Diego. Now the San Diego Tourism Board is also trying to welcome more diverse businesses. A new program will select businesses owned by colored people, LGBTQ women and veterans for a package of tourism-related mentoring and promotion. This package also includes membership in the tourist office. Officials say this pilot program aims to open the industry to greater diversity and equity. I am joined by the San Diego Union Tribune reporter Laurie Weisberg, Laurie.
Speaker 2: (00:37)
Thanks for the invitation.
Speaker 1: (00:39)
What prompted the tourism authority to take this step?
Speaker 2: (00:43)
Um, you know, that was me, I asked the current head of the tourism board, Julie Coker. She said that, um, she felt like she was looking back on this, you know, racial reckoning last year that started with the murder of George Floyd. And since we have had a very difficult time for our tourism industry, she felt it was time to give more access to minority-owned companies. Um, the ones who normally don’t have access to advertise a market themselves, which can be very expensive.
Speaker 1: (01:18)
Is there a lack of diversity in our tourism industry?
Speaker 2: (01:21)
I don’t think the tourism guides themselves will come out and say that, but I think there are, I think historically, as you know, there are mostly the big hotels and a lot of them are owned by big companies, um , with a story that was more likely to be dominated by white men. I think I think this is true I think you see increasing diversification in the hospitality industry, but, uh, I tend to think that there is a lack of diversity. And you see that in, um, maybe not that long, but on some boards of some of these organizations, um, especially in the hotel industry. I think there is an acknowledgment to some extent that there is a certain lack of diversity.
Speaker 1: (02:05)
Now, the companies selected for this program must be either women or minority owned, but what types of companies are they?
Speaker 2: (02:13)
Okay, so, uh, it can be restaurants, they can be retail, they can be businesses that are not necessarily considered tourism or hospitality, uh, activities and attractions, museums, uh, meetings and events services. A lot of these types of businesses had a really rough time during the pandemic and some, even with no business, huh?
Speaker 1: (02:35)
Do they get when they are selected?
Speaker 2: (02:38)
So, uh, they, they say the value for each package is roughly $ 10,000. So you first get a free membership in the tourism authority. And I’ve looked to see if companies the size we’re talking about are likely to qualify. Membership costs about $ 550 per year. Um, they’ll find something, they’ll get a $ 500 voucher for a class on the UC San Diego Extension, but a $ 1,000 credit to use with the Tourism Authorities, a digital advertising platform that is widely seen . And they’ll get two free quarter-page ads in the San Diego Business Journal and San Diego Magazine, but you can’t exactly calculate the financial worth of my cause. What is especially helpful is that they get coaching from a mentor who has already had who is a very successful operator of a tourism or hospitality company. And I think that will be invaluable. And, um, Bank of America is one of the co-sponsors and they will be providing financial coaching. SDG is also a sponsor and then Procopio will provide free legal training for law firms. I think those are the real benefits of this, uh, this program.
Speaker 1: (03:54)
Lori, how is the San Diego tourism industry doing? How are you now
Speaker 2: (03:59)
So the tourism industry is doing very well compared to the early days of the pandemic. But if you compare it to before the pandemic, when tourism broke records, of course it is far from there. So we checked out the tourism board, pulled some records for me, and they looked at between January and July of this year. Um, the total number of visitors grew really quickly to 13 million visitors, an increase of 50% over the same period in 2020. But of course, at this point, however, the pandemic was so bogus, way before 2019, when it was in the same period on 20.9. So that’s around 8 million visitors day and night, eight days and night 8 million fewer visitors. So you see, we still have a long way to go. And we hear at both national and local levels that full returns are unlikely to happen until the 20th, 23rd, maybe 2024, but it’s increasing. It’s the business, it’s the business, and it’s international tourism. This is really sorry, free time, leisure travel is doing very well. Strictly speaking.
Speaker 1: (05:09)
This particular San Diego Tourism Board program is just starting out as a pilot. How many companies will be selected this time?
Speaker 2: (05:19)
So there will be 10 stores. And that probably doesn’t sound like a lot, but I think they’re getting, uh, a lot of interest and they’re already getting it before they even got it on the market, uh, tried to raise money for the next round to finance and let it grow. Um, and they don’t really have to spend hard dollars, the tourism board themselves, because they rely on sponsorship. And some of the perks that are offered they do through some sort of industrial trade so they, uh, don’t have to pay for them. So, um, but they need to know, find more sponsors, and raise more money to expand it. But I think they intend not to end this pilot program and
Speaker 1: (06:05)
The application period is running. Is not it?
Speaker 2: (06:08)
Correctly. It is very soon. The application deadline is November 5th. And then you’ll learn these pretty quickly. And once they have been selected, you will know by November 15th which ones will take part.
Speaker 1: (06:20)
I spoke to the San Diego Union Tribune, reporter Lori Weisberg, Laurie, thank you very much.
Speaker 2: (06:27)
And thank you.
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