MENDOCINO COUNTY LODGING ASSOCIATION ANNOUNCES 11% INCREASE IN BUSINESS IMPROVEMENT DISTRICT FOR 2006-2007 CAMPAIGN
Successful Marketing, Advertising & PR Initiatives Helped Raise Awareness and Revenue

Mendocino County, CA – (October 1, 2007) – From September 2006 through September 2007, 11 percent more visitors stayed in Mendocino County bed and breakfasts, hotels, motels and vacation rentals than the previous year. This increase, evidenced by a jump in revenue from room bed taxes, is the direct result of a comprehensive campaign to heighten awareness and drive more visitors to enjoy Mendocino County’s bounty of diverse activities, lodging, dining, wine and more.

“This shows that our efforts to organize the BID and execute a campaign have had an immediate effect on local business and the county economy by bringing in more visitors,” said Scott Schneider, Executive Director of the MCLA and the person entrusted with administering the campaigns underwritten by the BID. “From creative and inspiring ads, to hosting dozens of travel writers who wrote about discovering Mendocino, to our overall marketing and fulfillment efforts, we have much to celebrate—and much to build on for the next year.”

In a unanimous May 15, 2007 vote, the Mendocino County Board of Supervisors approved the MCLA BID campaign for the second year in a row. The MCLA campaign continues to drive requests and bookings from visitors nationwide.

“The campaign for the BID was put together by an all-volunteer board comprised of busy lodging professionals,” stated Jo Bradley, President of the MCLA and owner of Dennen’s Victorian Farmhouse. “This MCLA committee envisioned a new business improvement district to raise funds to promote the county.”

After an exhaustive process, the board selected Ozone Advertising and HypeHouse Public Relations, two San Francisco firms, to help conceive of and execute the campaign.”

“We want to thank the 530 lodging members as well as congratulate the board on a job well done,” continues Bradley,” And a special thank you goes to the County Board of Supervisors for their confidence and support in our first year.”

“We continue to review the initial numbers but we are excited that the campaign has helped to increase funding,” Schneider continued, “Our alliances with the Mendocino Winegrape and Wine Commission, the Mendocino County Promotional Alliance and the Arts Council of Mendocino County contributed to awareness and action. We are looking forward to a new year of shows, events, creative marketing and positive stories that will build on our early success!”

*A Business Improvement District (BID) is a type of special assessment district where an industry chooses to assess itself to provide funds to address a common need — in this case, the promotion of tourism in Mendocino County.

Mendocino County has an abundance of lodging options to suit the tastes of all visitors, from bed & breakfasts and romantic inns to resort accommodations and vacation rentals. Additional information is available at www.gomendo.com or by calling 866-STAY-MENDO. The purpose of the Mendocino County Lodging Association (MCLA) is to provide a forum to define and promote the general interests of its members and the Lodging industry in Mendocino County. To learn more, visit www.mcla.info.
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Media Contact: Mark Sejvar or Emily Polsby, 415-788-4114, mark@hypehouse.com

Mendocino County Lodging Association | PO Box 550 Little River, CA 95456 | 866-637-MCLA | www.mcla.info