How hard will it be to change people's perceptions about a destination?

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Permalink Reply by Jared Salter on May 12, 2009 at 8:55pm

I've visited San Diego and I really think of it as a beach city (as opposed to beach town). I didn't find much to do in the downtown area. I know there are some cool things to do in the surrounding area, but for me that is getting into a broader SoCal trip, not specifically San Diego. If you think about it there are very few large US cities that have great beaches. Honolulu and Miami come to mind, but San Diego is one of the few places with this combination.

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Permalink Reply by Terry Divyak on May 14, 2009 at 4:43am

Tim,

I think of it as a stop off the freeway to catch the cruise ships. But, that's the only thing I can relate to as I never spent time there other than a trip to go to Mexico. The zoo and golfing come to mind, but not much else.

Terry

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Permalink Reply by Timothy Schenck on May 22, 2009 at 10:57pm

Thank you for the responses Jared and Terry.

I started this thread because I believe there is a big difference between people's perception of San Diego and what is actually available for tourists visiting San Diego.

It's known for its beaches and cruise ships, like you guys mentioned, as well as the Zoo & SeaWorld. People come here to enjoy those attractions and not much else.

My goal is to convince travelers there is much more to do in San Diego County. I am developing multi-day escorted tours around specific themes. For example, those who like adventure can paraglide off ocean cliffs where Charles Lindbergh set a distance gliding record, scuba dive in an ecological reserve, ride bikes up mountains that top cyclists use for training, and explore mud caves in what is recognized as one of the most diverse desert landscapes in the world. As I like to say, it's not by accident that the U.S. Navy Seals do their training in San Diego. Another theme centers around wildlife tours since San Diego is home to four National Wildlife Refuges, a National Forest, several nature centers, and more endangered species than any other place in the country. Visitors can kayak with sharks, place tracking bands on wild eagles, and hike along the ocean, over the mountains, and through the desert. The examples go on and on due to the extreme landscape and climate differences that exist within a two-hour drive. These are all things locals enjoy but very few travelers ever find.

So, does this make San Diego start to sound a little more interesting than you may have originally perceived? If so, how much of a challenge do you see me having in marketing these other aspects of San Diego? What advice do you have for enlightening others?

Thank you for your thoughts.

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Permalink Reply by Derek Zinger on August 12, 2009 at 9:45pm

Hi Timothy

I'm very new to this as well, and may take a cue from you with my own similar thread in the future. In your paragraph above, I think you've done a excellent job of promoting the SD area. I get the feeling you're speaking from your heart, and that the place truly inspires you. This is a good thing. Throw in some great photos, and I don't see why people wouldn't bite.

I personally have no experience with the city, and I have to say that it doesn't really have much of an identity to me. Mild climate, beach, mountains, palm trees and Tijuana come to mind. But, although I know little about it, my impression has always been that SD is a nice place and an attractive area. And after reading your post I think it's even nicer. Good luck!

Derek

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Permalink Reply by Timothy Schenck on August 14, 2009 at 3:11pm

Thanks for the reply Derek,

I'm glad to hear there is a potential in changing people's perceptions.

I think you hit it the nail on the head when you mention the identity issue. San Diego has a number of big well-known attractions like the beaches, Zoo, SeaWorld, Wild Animal Park, and LEGOLAND that they tend to drown out the hundreds of other attractions. San Diego's identity lies primarily with these big attractions. Thus, potential visitors not interested in these attractions tend to overlook San Diego as a destination.

It's only people who have special interests or hobbies that tend to know San Diego has other major attractions. For architects, it's the Louis Kahn designed Salk Institute; for astronomers, it's the Palomar Observatory, for veterans, it's the three Marine Corps Museums and the Aircraft Carrier Museum, and on an on.

I think if these attractions were in other cities without such high profile attractions like the Zoo & SeaWorld, they would be much more popular.

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Permalink Reply by Chrissie on August 16, 2009 at 11:02pm

I don't know San Diego so would be fairly open to persuasion.....BUT I guess as ever the secret is differentiation. Yes, it may be a lovely place but ...theme parks? I'd go to Disney. Beaches? Florida.

Perhaps the secret is the "package", the fact it offers a little of everything, good ingredients for a varied holiday. Slight danger in becoming jack of all trades, master of none in this approach, but at least it gives you a different angle to the better known destinations.

Another possibility - price? How does the area compare with other US destinations? Flight prices, accommodation, theme parks? If it's significantly cheaper that may be another hook - in tangent with the variety of the offering of course.

Chrissie

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Permalink Reply by Timothy Schenck on August 18, 2009 at 2:09am

Hi Chrissie,

A little of everything is a good way to put it. That's why it is such a good place to live. But, like you said, that could result in a weaker, mixed message.

Considering many people can only afford to take one vacation a year, if that, I think San Diego is a great place to visit because you have the simplicity of staying at one hotel, yet you can spend a day in the pine tree forests of the mountains, a day exploring the interesting topography and paleontological history of our desert, a day sitting under palm trees at the beach, a day visiting SeaWorld, the Zoo, or our park full of museums that has been named 13th best park in the world by the Project for Public Places. The list goes on and on from panning for gems to digging for gold.

Can you see a growing number of tourists wanting to visit and stay in one location while enjoying a wide variety of experiences rather than incurring the cost and time of traveling to multiple locations to get a similar range of experiences?

As for price, it is no cheaper here than at other major destinations unless you choose to rent an RV or camping equipment. There are a lot of great state parks where visitors can go camping, including locations at the beaches, mountains, and desert.

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