Vision
Camarillo is a vibrant and magnetic destination for exploration, experience, and coming together
Core Values
We believe in:
• Authenticity: We reflect the welcome and warmth that is Camarillo
• Connection: We act as a conduit to foster community collaboration
• Creativity:We are resourceful and generative in our work
• Innovation: We are aspirational and bring fresh ways of thinking
• Future: We continue to move forward and grow
OBJECTIVE 1:
Drive Demand for Overnight Visitation
INDICATORS
• Growth in CTMD assessment over 2024 baseline
• Grow RevPAR over 2024 baseline
• Establish a group room night baseline, per hotel and owned data
STRATEGIES
• Develop event and festival support criteria and a toolkit for event organizers that drives demand generation
• Develop incentive program to drive visitation from target markets and in key need periods
• Develop a focused group sales program
• Partner with Simon Property Group on initiatives that pair overnight visitation with outlet mall visitation
Strategic Plan 2024-2027
Mission
Visit Camarillo drives economic growth for the benefit of our hotels, tourism industry partners, visitors, and residents through strategic marketing, targeted sales, and intentional community involvement.
Position
Visit Camarillo takes action to lead the tourism industry in Camarillo through:
• Managing and leveraging the brand identity and promise of Camarillo
• Promoting Camarillo to our target markets via owned, paid, and earned channels
• Fostering sales initiatives and partnerships that drive group business
• Engaging our community and elected officials to advocate for the power of tourism
• Collaborating with our tourism industry and community partners to elevate Camarillo as part of a regional destination
OBJECTIVE 2: Engage Our Partners and Community
INDICATORS
• Growth in attendance at Annual Tourism Luncheon
• Maintain or grow average stakeholder survey score on tourism promotion system
STRATEGIES
• Strengthen ties with local university and military communities through innovative partnerships
• Strengthen and expand our tourism industry partnerships in our region and state
• Work alongside EDC and the City of Camarillo to attract and retain economic development opportunities
• Develop a streamlined communication strategy with local businesses, and build a framework to share Visit Camarillo resources
• Collaborate with our partners to continue the ongoing recognition of the visitor economy as a valuable asset for economic development
OBJECTIVE 3:
INDICATORS
• Growth of out-of-town visitation to commercial areas, per visitor data
• Year-over-year growth in count of businesses participating in our placemaking efforts
STRATEGIES
• Build and leverage assets and identity tools to engage the community in telling our story
• Deepen relationships with City leaders to enable positive growth
• Activate transportation centers to grow pedestrian visitation and create a sense of place
• Assist in enhancing the attractiveness and welcome of our commercial areas through arts and culture initiatives to foster lengthier visitor engagement
OBJECTIVE 4: Future-Proof Our Organization
INDICATORS
• Each staff member receives at least one new training or certification each year
• Utilize a minimum of 10%, not to exceed 30%, of surplus funds each year
STRATEGIES
• Develop professional development and retention strategy for our team
• Shape an approach to manage stakeholder expectations
• Update fund reserve policy to better leverage our resources
• Create a procedure for tracking trends and innovative strategies to enhance organizational responsiveness
