Visit Oxnard

Part
01
of six
Part
01

Oxnard, California Competitors, Part 1

Significant tourist attractions in Oxnard, California include Channel Islands Harbor, The Mullin Automotive Museum, Mandalay State Beach, Channel Islands National Park, and the California Strawberry Festival. The Ventura Pier & Promenade, Serra Cross Park, Ventura Paved Bike Path, Ventura City Hall, Mission San Buenaventura, and the Ventura Botanical Gardens are some top tourist attractions in Ventura, California. The Oxnard Welcome Center, which is a tourist attraction in Oxnard, gets over 27,000 visitors annually, while the California Strawberry Festival holding in Oxnard expected about 60,000 visitors in 2018. On the other hand, in 2017, visitor spending in Ventura, California reached $1.453 billion. Unfortunately, information revealing the estimated number of visitors to either of Oxnard or Ventura per year, or the demographic profile of such visitors, is not available in the public domain.

How Oxnard and Ventura, California, Appeal to Tourists

  • As per information available in the public domain, we provided the required details regarding how Ventura compares to Oxnard in rows 3-7, columns C-D of this attached spreadsheet.

Research Strategy:

To provide the needed tourism information regarding how Oxnard compares to Ventura, we researched the official tourism directories of each county — Visit Oxnard and Visit Ventura CA, respectively. Also, we examined the top tourist attractions of each city on Trip Advisor and other trusted portals. From this investigation, we identified information relevant to the top tourist attractions of each county, as well as what people liked about these destinations. However, we took the tourist attractions on the official directory of each county, as well as those with the most number of reviews and highest ratings on Trip Advisor as a proxy for the top tourist destinations for visitors to each county in this request. Unfortunately, as per information publicly available from the above portals, there was no data about the demographics of the visitors to either Oxnard or Ventura, California, except Trip Advisor's reports, which grouped visitor into families, couples, solo visitors, business people, and friends. Also, explicit insights into the places tourists visited from or the estimated number of visitors per year to these areas was not available in the public domain.

So, we researched some top tourist destinations including the Ventura Pier & Promenade, Serra Cross Park, Ventura Paved Bike Path, and others for Ventura. For Oxnard, we investigated the Channel Islands Harbor, The Mullin Automotive Museum, Mandalay State Beach, and others, with the hope of finding information revealing the estimated number of people that visit each place per year and the demographics of such visitors. We hoped to find the number of people that visit these places yearly, and use the same to estimate the number of tourists to Oxnard or Ventura, California, respectively. But, this information was not available in the public domain for any of the tourist attractions in Oxnard or Ventura investigated. Also, there was no specific demographic data of people that visit these tourist attractions; instead, we only found reviews by visitors with no insights into who they were or were they came from.

Therefore, we expanded our investigation to California's statewide portals on tourism hoping to locate reports or studies on tourism in the entire state of California, which may provide insights into how Oxnard or Ventura contributed to the same. This time, we found studies by Visit California, Dean Runyan, City-Data, and others. Still, there were no insights into the visitor profiles to Oxnard or Ventura. Also, there was no publicly available data showing the estimated number of people visiting these areas annually or where most people visited from. Instead, these reports only revealed the overall impact of tourism in California but did not have any data pertinent to how the counties that makeup California contributed or the counties visitors preferred to visit. Hence, we could not identify info relevant to the estimated number of visitors to either Oxnard or Ventura per year or the profile of those that visit these counties.

Next, we examined reports on media websites such as Forbes, Visit the USA, USA Today, USA Travel, and others with the hope of locating reports revealing how many people visited Oxnard or Ventura per year, as well as the demographic information of such visitors. This time, we found reports which showed that the Oxnard Welcome Center, which is a tourist attraction in Oxnard, gets over 27,000 visitors annually, while the Strawberry Festival that holds in Oxnard expected up to 60, 000 visitors in 2018. Also, we found a report revealing that the total visitors' spending in Ventura in 2017 reached $1.453 billion. Unfortunately, there was no information relevant to the estimated number of visitors any of these areas get annually, neither was there any visitors' demographic data to either Oxnard or Ventura publicly available. Hence, due to the lack of this information in the public domain, we filled the corresponding sections of the attached spreadsheet with N/A (not available), but provided our relevant findings, too.


Part
02
of six
Part
02

Oxnard, California Competitors, Part 2

About 7.2 million tourists visit Santa Barbara, California annually to enjoy the climate, beaches, arts and culture, food, and wine available in the city. Tourists who visit Camarillo, California are primarily drawn to the city by the discount shopping available at Camarillo Premium Outlets. More details on how both destinations compare have been provided on columns E-F of the attached spreadsheet.

Summary of findings

  • Santa Barbara receives about 7.2 million visitors annually. Visitors are drawn to this destination by the lure of climate, beaches, arts and culture, food, and wine available in the city. 61% of visitors of Santa Barbara are females, with 47% of the total tourists aged between 25-44 years and spend a daily average of $520.78.
  • Visitors of Camarillo are primarily attracted to the destination by the offer of discount shopping available at Camarillo Premium Outlets which receives about 10 million visitors annually. Camarillo Public Library, Camarillo Premium Outlets, and Institution Ale Company are three of the top tourist attractions in the city.

Research Strategy

To compare Santa Barbara and Camarillo in terms of their appeal as a tourist destination, the research team searched for relevant information and data points from publications by each destination and on third-party travel destination review and advisory sources such as Trip Advisor, Visit The USA, and others. While we could gather almost every relevant data points for a robust comparison of both destinations, information on the total annual visitors and an insight into the demography of visitors to Camarillo was lacking.

We searched for government reports and media publications by the organizations such as the City of Camarillo and the Camarillo Chamber of Commerce for an estimation of the total annual visitors to the location but none was found. No demographic information was also available. In order to have at least the minimum estimate of annual visitors to this destination, we search for any hint on the annual visitors of the top attractions in the city as revealed by Trip Advisor ratings. We found that 10 million visitors arrive at the Camarillo Premium Outlets which we can confirm that it is the major attraction of visitors to the city. Based on the unavailability of useful data, we can conclude that at least 10 million people visit Camarillo each year.

Furthermore, we searched on statistical databases for any insight into the demographic breakdown of visitors of this city. In the course of our research, we found a database of the demography of the population of Camarillo city as a whole with no specific demarcation of the data between residents and visitors. We have provided data points that are relevant to this research as helpful findings in the attached spreadsheet.
Part
03
of six
Part
03

Oxnard, California Competitors, Part 3

Some of the top attractions of Huntington Beach, California are: Huntington Beach Pier, Huntington Dog Beach, Downtown Huntington Beach, Bolsa Chica Ecological Reserve, and Pacific City while San Diego, California has significant attractions like the USS Midway Museum, San Diego Zoo, SeaWorld San Diego, Balboa Park, and La Jolla Cove. The information comparing Huntington Beach to San Diego is in the attached spreadsheet.

Huntington Beach, California

Visitor perception

  • Generally, visitors enjoy touring the Huntington Beach because of the beautiful sight-seeing attractions. Boasting of a comfortable climate and temperatures throughout the year, Huntington Beach offers several outdoor activities including the longest piers which transcend through the long Huntington beach.
  • The sight and sound of the waves crashing on the pier also create a soothing feeling that makes many visitors return to the beach. Huntington’s Dog Beach also welcomes many visitors who experience the wonderful view of a long stretch of dogs.

Visitor demographics

Top attractions

San Diego, California

Visitor perception

  • Visitors enjoy touring San Diego, California because of its enchanting natural beauty accompanied by mild temperatures and pleasant sunny climate. Those who have visited the USS Midway Museum praise its unending amazement and fun resulting from the fantastic aircraft carrier on display.

Visitor demographics

Top attractions

OUR RESEARCH TEAM APPLIED THE FOLLOWING RESEARCH STRATEGY:

To compare Huntington Beach, California with San Diego, California, we seek to find the visitor perception, top attractions, and the demographics of visitors for both tourist destinations. The research team began the research by looking for information on visitor perception and top attractions for each competitor. We were able to find reviews from Trip Advisor revealing why people mainly visit Huntington Beach and San Diego. We used these reviews to compile the perception of visitors in both destinations. To locate the top attractions for each destination, we searched for compiled reviews and industry reports where we were able to get information for both.
We implemented various strategies to find the demographics of visitors in the two destinations. The first step involved locating each city's tourism website. We then looked at the news and press releases on these websites for any possible data on annual visitors. We also explored different sections of these websites including their "about us" page but were only able to find data for the city of Huntington Beach. To further find the annual visitors' data for San Diego, we located annual reports by the city’s tourism bureau. We located Industry Research published on San Diego County’s page outlining the number of visitors in the region every year. We assumed that this number was similar to those who visit San Diego City. We also identified the type of visitors for each destination based on the review websites. Our findings have been compiled in rows 3-7, Columns G-H on the attached spreadsheet.

Part
04
of six
Part
04

Oxnard, California Competitors, Part 4

Oxnard's main digital advertising channel is the Visit Oxnard website through a Visitor’s Guide that highlights several elements of Oxnard’s attractions including the best beaches, the region’s picturesque islands, its water activities, and other hidden ventures. The destination also uses social media websites including Facebook, Instagram, Twitter, and YouTube. Ventura uses several messages to its digital ads including Choose Your Adventure, This is The Point, and From Tacos to Topa Topa. With the tagline: Venture Out, the tourist destination has been able to reach a large population. Findings of the study have been compiled in rows 9-10, columns C-D on the attached spreadsheet and the section below.

OXNARD, CALIFORNIA DIGITAL MARKETING TACTICS

  • Oxnard Convention & Visitors Bureau (OCVB) is a non-profit organization that leads the city of Oxnard towards attracting visitors and increasing tourism revenue. The organization promotes tourism through the generation of industry insights and information, making connections between the city’s tourist attractions and visitor needs through the provision of quality tourism guide and services.

How they promote the region to tourists

  • In 1974, OCVB established a tourism promotion website, visitoxnard.com which is currently used to promote Oxnard as a premier travel destination with diverse attractions. As a digital marketing strategy, CVB produces and publishes Oxnard Visitor’s Guide on the website which is available for both residents and visitors.
  • OVB ensures that potential visitors access the guide through different digital marketing channels including social media, the official website, and through online ads.
  • Apart from the guide, Oxnard has a blog where top tourism trends and insights surrounding Oxnard’s tourism attractions are presented. The blog contains information on the best attractions in the region, best places to shop in Oxnard, different accommodations available, top food options, and even wedding venue guide.

Marketing Channels Used

Social media

Oxnard uses four social media platforms for advertising itself as a tourist destination. These include Facebook, Instagram, Twitter, and YouTube.
  • Facebook — On its Facebook page, Visit Oxnard has 31,515 likes and 31,612 followers. On the page, there is a tour guide video that showcases different attractions in Oxnard including beaches, golfing points, cuisines, real estates, and boat riding. The video also includes family events which evoke a sense of pleasure and calm among target consumers. On the Facebook page, OVB has included a “Book Now” button which interested visitors to book their preferred destinations. There are also options of sending messages, liking, sharing, and following the page which increases awareness of the destination among prospective visitors.
  • Twitter — Visit Oxnard uses its Twitter page to interact with prospective tourists. With 1,576 followers and 343 likes, the page engages visitors daily by uploading pictures showcasing the existing tourism sites in the city of Oxnard. When a visitor accesses the page, the 2019 Visitors’ Guide appears first on the page to allow exploration of the existing tourist attractions. The page also engages visitors by presenting potential outdoor activity options when visiting the region including kayaking, yoga, and hiking.

Advertising websites

  • OVB has several online ads which it updates on several occasions. The ads contain several features of interesting tourism sceneries in Oxnard including families and children having fun on the beach.

Messaging and Taglines

  • On the online ads, OVB uses the message: Take Time to Meet on the Coast! to motivate visitors towards exploring the city’s tourism destination. With the tagline: Oxnard Has it All, the city has been able to reach a large population.

VENTURA, CALIFORNIA DIGITAL MARKETING TACTICS

How they promote the region to tourists

  • Ventura also has a Visitor’s Guide published on the Visit Ventura website as well as other online platforms. The guide contains elements of Ventura’s attractions such as wildlife, butterflies, birds, landscapes, and other hidden ventures. The city ensures that target consumers access the guide through different digital marketing channels including social media, the official website, and through online ads.
  • In addition to the guide, Ventura also allows visitors to sign up for its newsletters via the official website. With the “Subscribe” button, visitors are able to sign up for the area’s newsletters which provide more information on the existing tourism attractions.
  • Ventura City also engages in online display advertising; this is evident from a sample of its online ads which as available on Adbeat. Most of the ads showcase families and friends having fun in different destinations in the region.

Marketing Channels Used

Social media

Ventura markets its visitor attractions through different social media platforms including Facebook, Instagram, Twitter, YouTube, and Pinterest.
  • YouTube — On its YouTube page, Visit Ventura uploads several interesting videos that showcase the several tourist attractions in Ventura, particularly the beaches. The most recent uploads contain fascinating contents such as natural landscapes in Ventura, family fun moments, and Ventura wineries.
  • Pinterest — On Pinterest, Ventura has about 4.1k monthly unique viewers. Most of the pins discuss the existing natural sceneries and interesting things to explore in Ventura. Most of the pins contain images of whale watching, surfing, bird watching, and other sightseeing attractions.

Advertising websites

Messaging and Taglines

  • Ventura uses several messages to its digital ads including Choose Your Adventure, This is The Point, and From Tacos to Topa Topa. With the tagline: Venture Out, the city has been able to reach a larger tourist population.
Part
05
of six
Part
05

Oxnard, California Competitors, Part 5

Camarillo, California, markets itself online to tourists through its dedicated tourism portal, Visitcamarillo.com, as a place to live, work, and play, which is also the tagline and central theme of its marketing campaigns. Through this Visitcamarillo.com website, the county primarily uses mobile and desktop display ads to attract potential tourists, and promotes the same through via social media channels including Facebook, Instagram, Twitter, and YouTube. On the other hand, Santa Barbara, California's digital marketing tagline is "The American Riviera" and the messaging on it ads promotes the county as a destination for an exhilarating outdoor adventure, fascinating arts and culture, as well as a place for a variety of local wine and food. On its tourism dedicated tourism website, Santabarbaraca.com, the county offers a visitor's magazine and a visitor's guide, which they use to obtain email subscribers and leads. The digital marketing channels used by Santa Barbara to promote itself as a tourist destination include social media, display ads, native ads, email marketing, and others.

How Camarillo and Santa Barbara uses Digital Marketing to Promote their tourist attractions

  • As requested, we have provided a thorough overview of the digital marketing channels and tactics employed by Camarillo and Santa Barbara, California to market themselves as tourist destinations in rows 8-9, columns E-F of this attached spreadsheet.

Research Strategy:

We started by examining the official tourism directories of Camarillo (Visitcamarillo.com) and Santa Barbara (Santabarbaraca.com), respectively, to identify how they used digital marketing to promote themselves as tourist destinations. From this investigation, we located insights into the taglines and messaging employed by each county to advertise its attractive destinations to potential visitors.

Next, we examined the web traffic analysis of each portal by Similarweb to find insights into the major channels they used to deliver their messaging, as well as where they concentrated most digital marketing efforts, respectively. Also, we investigated the digital ads by Camarillo and Santa Barbara to garner insights into the type of online ads they used, as well as the messaging of these ads via analysis by Adbeat. Then, as required, we provided our research findings in rows 8-9, columns E-F of this attached spreadsheet.
Part
06
of six
Part
06

Oxnard, California Competitors, Part 6

Huntington Beach advertises itself as “Surf City USA.” The city theme appears throughout its social media and online websites. The city also describes itself as laid back and is one of the 10 happiest cities in the United States. On Facebook, San Diego describes itself as a “world-class city for all that values integrity, service, people and excellence.” The city uses the catchphrase “happiness is calling” in the introductory video on the city’s website. Further information on these two cities is available in the attached spreadsheet, columns G to H and rows 9 to 10.

Huntington Beach

  • They call the city of Huntington Beach “Surf City USA.” This is the consistent advertising theme through all resources researched about the city. There is even a dedicated website with this domain name and title.
  • Strengthening the image portrayed of a surfing mecca, USA Today voted the Huntington Beach as best beach in California, and the newspaper, The Telegraph, calls it the ultimate beach. All year-round sunny weather and surfing contribute to its appeal as a surfing mecca.
  • This laid-back city is one of the ten happiest cities in the United States, a fact displayed on the website.
  • The city also points out it is central to many of the surrounding attractions like Disneyland, Legoland, Hollywood, amusement parks and more. The tourist attractions are almost all reachable in day trips.
  • Huntington Beach uses Facebook extensively to promote the city. Through Facebook, one may gain access to the city’s events, YouTube page, Pinterest page, Twitter feed, fan feedback and more.
  • The city consistently displays photos and videos around similar themes. The common themes displayed in all the city’s advertising are surfing, beaches, sunsets, sunrises, whale watching, fishing, and events.
  • By following the link from Facebook to YouTube, one may view the Huntington Beach channel. Huntington Beach uses YouTube to display the many events held in its city. There are also interviews with both tourists and residents. As per the previous point, the regular themes, like surfing, are also on display on the channel.
  • By following the link from Facebook to Twitter, one can view the Huntington Beach page. Twitter displays various types of media around its regular themes. However, what becomes apparent when first looking at the Twitter site, is the number of positive tweets about the city.
  • By following the link from Facebook to Pinterest, we can view the Huntington Beach page. The city focuses the Pinterest page around the city’s main themes.
  • The “#surfcityusa” on Instagram Reveals a page dedicated to the themes as previously mentioned. A few happy faces are added with the city’s attractions in the background.
  • Huntington Beach’s catchphrase, “Surf City USA”, appears in many of their reports and articles about the city.
  • The city tourism board uses banner advertising. As of April 2019, they are advertising whale watching for the whale watching season which is just beginning.

San Diego

  • San Diego’s promotional theme centers on happiness. For instance, the banner advertising for the tourist destination uses the tagline “I (picture of happy people) S D.” The tagline, “happiness is calling”, is used in the introductory video on the website and in the write-up for the city in “Visit The USA”.
  • San Diego’s introductory video describes itself as one of the coolest cities in the United States, the “buzziest beach town”, a world-class beer city, one of the best cities for foodies, an active and athletic city, and a “Best of the World” destination. The city backs all the claims in the video with the companies who assigned those awards to the city.
  • In a more somber description of itself, the San Diego Facebook about section describes San Diego as “A world-class city for all that values integrity, service, people and excellence.”
  • From the sources analyzed, two contrasting styles are used to describe the city. The city tourism board is trying to appeal to both the young and mature. On the one hand, San Diego describes itself as a happy-go-lucky city full of beaches, surfing, zoo, parks, and craft beer. On the other hand, San Diego describes itself as a world-class city with high values, steeped in history with 17 museums to visit, the birthplace of California, gardens and theaters.
  • San Diego uses social media tools like Facebook, Pinterest, Twitter, YouTube, and Instagram to put across its message, a happy place to visit. The main drawcards advertised on each social media site are its beaches, surfing, Legoland, world-famous San Diego Zoo, museums, theaters, craft beer, food, and parks.
  • San Diego’s first section on the YouTube channel is entitled “Something To Smile About”. This is in keeping with the city’s main theme. As mentioned, we see the two focuses for the young and mature clearly defined on YouTube. There are separate sections appealing to the different age groups.
  • The “#visitsandiego” hashtag on Twitter reveals a mix between San Diego’s features, events and positive comments.
  • San Diego’s Instagram page focuses on the main places to visit with no underlying theme mentioned.
  • The San Diego’s Pinterest page also focuses on the main places to visit with no underlying theme mentioned.
Sources
Sources

From Part 06
Quotes
  • "With 10 miles of uninterrupted beaches, Huntington Beach blends surfing’s relaxed spirit with a contemporary style which creates an oceanside destination like nowhere else on the California coast."
Quotes
  • "The endless summer lives on in Huntington Beach. Southern California’s beach culture thrives along this city’s curving shoreline, where you can bicycle down an oceanfront path, play volleyball, and, of course, surf."
Quotes
  • "Waves, sand, and sun in Surf City USA."
Quotes
  • "A world-class city for all that values integrity, service, people, and excellence."
Quotes
  • "Official Pinterest page for the San Diego Tourism Authority, with information on everything to do in and around San Diego."