Supervisors vote to shift marketing resources, close Lucerne Visitor Information Center

LAKEPORT, Calif. – The Board of Supervisors on Tuesday continued a discussion on shifting marketing resources, voting unanimously to close the county's Lucerne Visitor Information Center and work with the chamber and local businesses to do more focused outreach both locally and on the Internet.

The Visitor Information Center has been located at 6110 E. Highway 20 for many years, and employs several staffers.

However, county officials say the center serves a shrinking number of customers, with two local business owners telling the board Tuesday that the center was “irrelevant” because people are shifting to devices like tablets and phones when it comes to seeking travel information.

The board's action included a direction to staff that the Visitor Information Center close this fall, no sooner than Sept. 6, at the end of the local tourism season.

County Administrative Officer Matt Perry, who brought the closure proposal to the board, said that he wanted to make it clear that visitors “are vital and welcome to Lake County.”

He continued, “The point to remember throughout this discussion is that visitor information services will be delivered, continue to be delivered, but in a more cost efficient manner.”

To goal is to pursue a marketing initiative that responds to the desires of tourism industry partners, adjust to leaner budgets and adapt to changing consumer behaviors. Perry said his office believes it has a responsibility to spend the county's limited transient occupancy tax revenues to effectively market Lake County as a destination.

The primary function of destination marketing, he said, is to attract visitors to Lake County and enhance the local economy through the purchasing of accommodation services, food and beverage services, and more.

Perry said they needed to focus on getting people to come to Lake County, and the shift will be to peer-to-peer marketing.

The Visitor Information Center currently costs nearly $175,000 annually to run. It had cost as much as $200,000 several years ago, Perry said. However, due to the recession, the county has lost about $500,000 annually in transient occupancy tax, or bed tax.

The county looked at closing the Visitor Information Center two days a week, which only saves $20,000 annually. Perry said a contract operation would still cost about $125,000 each year, while shifting to a mix of having the chamber and local businesses take on visitor information services would cost the county between $30,000 and $40,000 annually.

Perry's plan includes placing up to five computerized kiosks at local businesses, which would submit proposals to host the devices. There also would be the rollout of an ambassador training program, with the county also to become more active on social media platforms.

He said the county has struggled with the demands of running the Visitor Information Center and the broader marketing efforts.

In its discussions with the Lake County Chamber of Commerce, Perry said the county is working with the chamber to ensure that referrals also will be given to businesses that are not chamber members.

The four fine-tuned proposals Perry and his staff presented to the board Tuesday included directing staff to work toward the closure of the Visitor Information Center; authorization to explore creating mini community visitor information centers at local businesses; authorizing modifications to the county's contract with the Lake County Chamber for additional visitor services; and reallocation of funds toward building Lake County's brand as a destination.

Board Chair Denise Rushing said some questions remained in her mind pertaining to the issues of positive visitor experience. She said visitors needed real, live people to give them information, such as where to go to dinner.

“Those are the conversations that are intangible, we don’t measure those. Those aren’t going to be on your stat graphs. Those are the conversations that really matter,” and they take place at the visitor center and lots of other places, Rushing said.

She said the ambassador training and the community visitor centers are all great ideas. “But they’re all untested here. We haven’t done any of that. and we’re not going to get it perfect in 90 days. It’s going to be a year before we get those things working well, and the trainings working right.”

Her issue, she said, was the transition time, as well as the idea of going to a no-bid contract with the chamber. While Rushing said she loves the work the chamber does, it is a political entity nationally that some local businesses haven't joined due to that fact. She wanted to make sure nonmembers were treated fairly, and questioned if the Sept. 6 closure date was realistic.

“I realize there’s a lot of work to do but we have to start,” said Perry, suggesting that the proposal language be changed to say that the visitor center would close “no earlier than” Sept. 6.

He added, “We’re not going to close it unless we’re ready,” explaining they will need to phase in duplication of services while the chamber takes over.

Supervisor Jeff Smith said the county needed to deal with the negative view of it that's generated right here at home. “I don’t know how you do that,” he said. “It’s like banging your head against the wall sometimes.”

Smith said code enforcement has been important in improving the county's image. He also questioned what happened to an accommodation rating system that had been started several years ago, which was supposed to have been a function of the Visitor Information Center.

Perry said the conclusion was that customers are more interested in what other customers say, not what the destination itself says of its services.

Smith said he wanted to take a close at arterial roadways and see where code enforcement is needed in order to come up with a strategic plan. He also suggested doing surveys with visitors.

Supervisor Anthony Farrington said the Internet has changed things dramatically. At the same time, he said there needed to be a visitor information presence outside of Lake County, in a place such as Napa County, in order to drive traffic over the mountain. He said such an outside location has been talked about over the past decade, however, “It's never gotten any traction.”

While he said it was a hard decision, Farrington supported staff's proposed direction.

Supervisor Rob Brown said the board seemed to be accepting that marketing is its responsibility. “This is not government's role, to advertise for private business.”

He said he was more inclined to see transient occupancy tax used for government functions like code enforcement.

Rushing said Brown's viewpoint was “solid advice,” adding, “Government is not built for marketing.”

Tony Barthel, owner of Featherbed Railroad bed and breakfast in Nice, said he has seen a huge shift over the past year in the number of retirement-age people using tablets rather than tour books in their travels. “It's amazing to watch the switch.”

He said the Visitor Information Center “is irrelevant now,” with so many people making plans online. Barthel urged the board to close the center, and focus more on outreach and guerrilla advertising.

Kenny Parlet, owner of Lakeview Market next door to the Lucerne Visitor Information Center, called the visitor center “irrelevant” and “worthless,” saying more emphasis was needed on code enforcement and reframing the view of Lake County.

He said many local resorts and accommodations had been “spoiled” by the benefits of Konocti Harbor Resort and Spa, which had brought people to Lake County and helped fill up rooms on a regular basis. Parlet said many businesses were successful in spite of what they did wrong, but that ended with Konocti Harbor closed in 2009.

Terry Dereniuk, executive director of the Lake County Winery Association, told the board that the Visitor Information Center's closure was long overdue and that the county needed to avoid “analysis paralysis,” get the center closed and make adjustments moving forward.

Supervisor Jim Comstock agreed that the center should be closed. “I propose we close it. Let's get it done.”

Lake County Chamber Chief Executive Officer Melissa Fulton said the county government does need to pay for a program that trains businesses on becoming community ambassadors, as that helps bring visitors back to the county and creates more revenue.

She suggested an accommodation rating program that includes sending out surveys to businesses in which they rate themselves, with someone then following up with the businesses to see if the ratings are accurate. “I firmly believe that we need a ratings system, but they have to take ownership,” Fulton said of local businesses.

Fulton said she also is working to establish a physical presence in Calistoga to share information about Lake County as a tourism destination. “It's very, very important that we have that.”

The chamber is willing to be a good partner, Fulton said. “The commitment is there for you.”

Deputy County Administrative Officer Alan Flora said county staff had been waiting on the board to give them direction, and they can come back with a more detailed transition plan when presenting the updated chamber contract.

Farrington said he wanted the chamber to give consideration to hiring the dedicated Visitor Information Center staff who will be out of jobs as a result of the decision.

The county intends to keep the Visitor Information Center building, with Perry reporting that Behavioral Health already is outgrowing its location on 13th Avenue in Lucerne.

Brown moved to approve the staff proposal in concept, with the board voting 5-0.

Email Elizabeth Larson at This email address is being protected from spambots. You need JavaScript enabled to view it. . Follow her on Twitter, @ERLarson, or Lake County News, @LakeCoNews.

Supervisors to continue visitor center, coffee business discussions

LAKEPORT, Calif. – This week the Board of Supervisors will continue discussions on whether to close the county's visitor center and options for assisting a local business with meeting Health and Safety codes.

The board will meet beginning at 9 a.m. Tuesday, April 22, in the board chambers on the first floor of the Lake County Courthouse, 255 N. Forbes St., Lakeport. TV8 will broadcast the meeting live.

At 10:30 a.m. the board will continue its consideration of whether to close the Visitor Information Center in Lucerne, a discussion that began last week.

The proposal includes closing the center and shifting money to building the county's brand. “Right now we’re spending very little money on that,” County Administrative Officer Matt Perry told the board last week.

The County Administrative Office is suggesting five actions, including having the board direct staff to close the Visitor Information Center and analyze the alternatives, which would require meet and confer due to the reduction in two permanent positions; training tourism-oriented businesses as mini visitor information centers; purchasing five computerized kiosks; modifying the contract with the Lake County Chamber of Commerce to cover additional visitor services, with the chamber to receive additional funds; and reallocation of funds toward building Lake County's brand.

Perry said the plan includes keeping the Visitor Information Center open through the summer.

Also on Tuesday, at 10:15 a.m., the board will continue the discussion it began at the April 15 meeting regarding Harbor House Espresso, located near Grocery Outlet in Lakeport, which was closed due to not having a water supply hookup.

The board discussed the matter with Lake County Environmental Health officials and the business' owner and manager April 15 and agreed to come back this Tuesday to continue considering how to help the business deal with its water supply issues.

Specifically, the owner has been asked to come back with a proposal to hook up to a permanent water source to meet the requirements.

The full agenda follows.

TIMED ITEMS

9 a.m., A-1 to A-4: Approval of consent agenda, which includes items that are expected to be routine and noncontroversial, and will be acted upon by the board at one time without discussion; presentation of animals available for adoption at Lake County Animal Care and Control; consideration of items not appearing on the posted agenda, and contract change orders for current construction projects.

9:05 a.m.: Citizen's input. Any person may speak for three minutes about any subject of concern, provided that it is within the jurisdiction of the Board of Supervisors and is not already on the agenda. Prior to this time, speakers must fill out a slip giving name, address and subject (available in the clerk of the board’s office, first floor, courthouse).

9:10 a.m., A-5: Presentation of Proclamation designating May 3 as Wildfire Community Preparedness Day and the week of May 4-10, 2014 as Wildfire Awareness Week in Lake County.

9:15 a.m., A-6: Public hearing, consideration of proposed ordinance amending Chapter 3, Article IV of Ordinance Code of the county of Lake regarding the Right to Farm Ordinance.

9:30 a.m., A-7: Public hearing, consideration of ordinance amending Article VI of Chapter 15 of the Lake County Code restricting the operation of bicycles, skateboards, scooters, roller skates, in-line skates, and/or roller blades on county property.

9:45 a.m., A-8: Discussion regarding non-permitted street vendors.

10:15 a.m., A-9: Continued from April 15, consideration of options to ensure compliance with appropriate Health and Safety codes in the future operations of Harbor House Espresso.

10:30 a.m., A-10: Consideration of recommendation to permanently close the Visitor Information Center in Lucerne and implement alternatives to provide visitor information services.

NONTIMED ITEMS

A-11: Supervisors’ weekly calendar, travel and reports.

A-12: Consideration of proposed agreement for architecture and engineering services for the Child Support Services Offices at Gard Street School.

A-13: (The Board of Supervisors adjourns and convenes as the Air Quality Management District Board of Directors.) Consideration of proposed letter to the California Air Resource Board in response to Air Resources Board Chair Mary Nichols letter dated November 21, 2013, regarding the Truck and Bus Regulation.

A-14: Consideration of proposed ordinance amending Article II of Chapter 18 of the Lake County Code relating to the Transient Occupancy Tax. Second reading.

CLOSED SESSION

A-15: 1. Conference with Labor Negotiator: (a) county negotiators: A. Grant, L. Guintivano, S. Harry, M. Perry, A. Flora and C. Shaver; and (b) employee organizations, Deputy District Attorney's Association, Lake County Deputy Sheriff's Association, Lake County Correctional Officers Association and Lake County Safety Employees Association.

A-15: 2. Conference with legal counsel: Existing litigation pursuant to Gov. Code Section 54956.9(d)(1): Lakeside Heights HOA, et al. v. County of Lake.

A-15: 3. Conference with Legal Counsel: Existing litigation pursuant to Gov. Code Sec. 54956.9(d)(1): Fowler and Ford v. County of Lake.

CONSENT AGENDA

C-1: Approve minutes of the April 8 and 15, 2014.

C-2: Adopt proclamation designating May 3, 2014, as Wildfire Community Preparedness Day and the week of May 4-10, 2014, as Wildfire Awareness Week in Lake County.

C-3: Sitting as Lake County Air Quality Management District Board of Directors, authorize the Air Pollution Control Officer to sign and submit an application for Carl Moyer Program Year 16 funding and other program documents.

C-4: Waive 900-hour extra help Mental Health Specialist I Monnie Smevold.

C-5: (a) Approve, in concept, the Classification and Compensation Committee recommendation to create a specialized District Attorney Office coordinator classification and reclassify an existing, vacant office manager position to the new position, and authorize the Human Resources director to initiate the meet and confer process with the appropriate employee association; and (b) adopt Resolution amending Resolution No. 2013-96 establishing position allocations for Fiscal Year 2013-2014, Budget Unit No. 1012, Administrative Office (reclassify existing Administrative Assistant position to Senior Administrative Assistant classification and create a new Administrative Assistant classification and reclassify the current Secretary I-Confidential incumbent to the new Administrative Assistant classification).

C-6: Approve plans and specification for the Soda Bay Rd at Cole Creek Bridge Replacement Project near Kelseyville, Bid# 13-31, and authorize the Public Works director/assistant purchasing agent to advertise for bids.

C-7: Approve third amendment to agreement between the county of Lake and Quincy Engineering Inc., for Engineering Services for replacement of the St. Helena Creek Bridge, No.14C-0072, at Hilderbrand Drive near Middletown, California, an increase of $269,500 and authorize the chair to sign.

C-8: Adopt resolution temporarily authorizing a road closure, prohibiting parking and authorizing removal of vehicles and ordering the Department of Public Works to post signs (May 3, 2014, 9 a.m. to 4 p.m., Callayomi Street, from south side of Highway 29 to north side of Barnes Street).

C-9: Approve agreement between the county of Lake and www.PropertyRoom.com for public auction services of unclaimed property, term no less than one year, and authorize the chair to sign.

C-10: Approve agreement between the county of Lake and PJ Helicopters for helicopter services through Dec. 31, 2014, amount not to exceed $60,000, and authorize the chair to sign.

C-11: Approve agreement between county of Lake and Bid4Assets Inc. for FY 2013-14 tax default public auction services, retroactive to July 1, 2013, total amount of $25,000 and authorize the chair to sign.

C-12: Consideration of adoption of a resolution approving the application for state cost-share funds through participation in the state of California Department of Water Resources Flood System repair project for the purpose of Middle Creek project levee patrol road repairs, and designating the Water Resources Director as applicant’s official representative.

Email Elizabeth Larson at This email address is being protected from spambots. You need JavaScript enabled to view it. . Follow her on Twitter, @ERLarson, or Lake County News, @LakeCoNews.

City of Clearlake honors volunteers

CLEARLAKE, Calif. – National Volunteer Week (April 6 through April 12) was recognized and proclaimed in the city of Clearlake earlier this month.

While volunteers from HandsOn Network Action Center were present to accept the proclamation at the Clearlake City Council's April 10 meeting, countless volunteers were lauded for their contributions to the city.

“Volunteer. It makes you feel good and it's just a great thing to do,” Tammy Alakszay, volunteer network coordinator, said.

The proclamation declares the entire community can inspire, equip and mobilize people to take action that changes the world and that individuals and communities are the center of social change, discovering their power to make a difference.

It commends the country's volunteer force of 63 million, hailing it as a great treasure and declares volunteers vital to a future as a caring and productive nation.

It also recognizes the ability for volunteers to connect with local community service opportunities through community service organizations such as HandsOn Network Action Center.

The network operates locally under the umbrella of North Coast Opportunities. Click the “volunteer” tab on the Web site at www.ncoinc.org to learn more.

City Manager Joan Phillipe said there is a significant number of people who volunteer for the city.

She said she wanted to ensure the city's appreciation was extending to include all those who may or may not have been in attendance for the April 10 presentation by the City Council.

Phillipe's sentiments were reiterated by members of the council.

Vice Mayor Gina Fortino Dickson said she wanted to give a special thanks to people who bring nutritious food to schools for students and send food home for nutritious food for families.

Councilwoman Joyce Overton commended community members for contributing 7,000 hours at the youth center in Clearlake.

“Almost everyone in our audience is a volunteer,” Overton said. “We appreciate you, as a city, and I wanted to say, I appreciate you as council member.”

Email Denise Rockenstein at This email address is being protected from spambots. You need JavaScript enabled to view it. .