TITLE

Bernardino beckons

AUTHOR(S)
Fitzgerald, Kate
PUB. DATE
October 1999
SOURCE
Advertising Age;10/18/1999, Vol. 70 Issue 10, p36
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article discusses the event marketing of the city of San Bernardino, California. San Bernardino is one of the few cities that has recognized and embraced the power of event marketing to boost tourism and local activities. In just 10 years, the San Bernardino Convention & Visitors Bureau has built the Stater Bros. Route 66 Rendezvous classic car festival from a few cars parked on a grassy field into one of the nation's largest, free-admission events, while also turning a profit through dozens of national and local sponsorships. Targeting blue-collar and middle-income consumers, the event has strong attraction to retailers and other mainstream services. Meanwhile, San Bernardino is now laying plans for two more major annual festivals--international food and music festivals--to be held at other times of year.
ACCESSION #
2381655

 

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