While San Francisco, Lake Tahoe, and Yosemite National Park enjoy the notoriety of being among California’s tourist hotspots, the Central Valley boasts its own treasure chest of visitor attractions.
Every year, Stanislaus and San Joaquin Counties host millions of people wishing to take advantage of all that the area has to offer. Charming downtown shopping, immaculate sports fields, and miles of waterways situated right alongside theaters, university campuses, and museums entice visitors to spend their time and dollars here.
Perhaps one of the most visited area attractions is the California Delta with its southern most portion contained within San Joaquin County. Fed in large by the Sacramento River from the north and the San Joaquin River from the south, the Delta is a 1,000 mile system of sloughs winding its way from Stockton to Sacramento.
Providing a one-of-a-kind playground for boaters and fishermen alike, the Delta draws water sports enthusiasts from the Bay area, other states, and foreign countries.
“About 12 million visitors come to the Delta each year. Recreation brings about $3 billion into the area economy each year,” said Bill Wells, Executive Director of the California Delta Chambers and Visitors Bureau.
There are approximately 11,000 pleasure boats permanently moored at Delta marinas with yachts sailing in from the Bay area or trailered in from all over the country, says Wells.
Attractions situated in Stockton often lure these boaters out of the water. The new Downtown Stockton Marina allows boating visitors to dock and attend events held at the Stockton Arena and Bob Hope Theater, or dine out and see a movie downtown.
“We look at our assets in Stockton that are truly unique. The Stockton Marina and Promenade is one of those assets. Visitors love waterfront dining and now that we have Stockton Yacht Charters and their Island Girl yacht, traditionally car-bound visitors can cruise the Delta,” said Wes Rhea, Executive Director of the Stockton Convention and Visitors Bureau.
While Stockton is home to the largest inland port west of the Mississippi, there is much more than waterfront entertainment available to visitors. Centrally located along both Interstate 5 and Highway 99, the city is convenient for day trips in the region.
“We draw a lot of folks down from the Gold Country and the smaller cities around the county. Stockton is also an affordable destination, as most of our family attractions and special events are priced perfectly for a day of family fun,” he said.
One charming Stockton spot that families enjoy is Pixie Woods. The three and a half acre park consists of lushly landscaped paths winding through a variety of play areas and features a train, carousel, lagoon, and water-play area. Pixie Woods has been considered a Stockton Landmark for young children since it was first built in 1954.
Culturally, Stockton is loaded with opportunity. The Haggin Museum features world-renowned works by 19th and 20th century American and European artists along with history galleries focused on notable San Joaquin County historical residents. For youngsters, the Children’s Museum of Stockton features
KIDSWORLD, a hands-on exploration of displays that replicate a functioning city.
Stockton also offers enriching experiences through its main college campuses at the University of the Pacific and San Joaquin Delta College.
All of these Stockton attractions are important to the community’s economy.
“County-wide, visitors spend over $65 million dollars on art, entertainment, and recreation each year. Stockton sees about 4 million visitors each year,” said Rhea.
Traveling south into Stanislaus County, visitors can enjoy Modesto for many of its cultural attractions.
“Modesto is known as the art and cultural hub of the Central Valley,” said Jennifer Mullen, Executive Director of Modesto Convention and Visitors Bureau.
The state of the art Gallo Center for the Arts is the stage for the city’s resident ballet, orchestra, opera, and community concert companies as well as entertainment from around the world. The restored State Theater, Great Valley Museum, McHenry Mansion, McHenry Museum, and the Fat Cat show house featuring live musical talent also draw visitors wishing to enjoy art and entertainment.
“The art and cultural scene in Modesto brings tourists from all over,” Mullen said.
Agricultural businesses such as Fiscalini Cheese and Dairy, Beekman and Beekman Honey, Blue Diamond Growers Store, Classic Wine Vinegar, and Sciabica & Sons Olive Oil also attract visitors to the area adding to the city’s revenues from tourism.
“On average our tourists, which are different from visitors, corporate travelers, sports groups etc., spend approximately $150 per day. According to a 2009 study, Stanislaus County generated over $388 million dollars in tourism related spending,” said Mullen.
Still, by far, visitors to Modesto are largely preoccupied with anything and everything related to George Lucas and his classic movie American Graffiti. The city plans to take advantage of the connection.
“We are developing an American Graffiti themed tourist attraction. A four block area in downtown has been designated as the Historic Graffiti Cruise Route. Visitors will be able to stroll the legendary 10th and 11th streets made famous in the classic movie American Graffiti. There will be markers with information about Modesto, George Lucas and the historic cruise route. Tourists will come from all around to be a part of the California car culture experience at its finest, here in Modesto,” Mullen said.
Further south in Stanislaus County, visitors seek out Turlock as a city with superb sports facilities.
“Our sports facilities and unique event facilities host events that other towns in the county aren’t able to support that draw visitors to Turlock,” said Desa Cammack, Director of Turlock Convention and Visitors Bureau.
Because Turlock has suitable venues capable of accommodating large numbers of athletes and teams, tournaments and special sporting events are scheduled within the city year round.
“Sporting events really drive the tourism revenue in Turlock, from senior softball tournaments to youth soccer tournaments,” said Cammack.
Turlock High School’s Joe Debely Stadium; Pedretti Sports Complex; Turlock Regional Sports Complex; Stanislaus County Fairgrounds; and California State University Stanislaus’s multiple sports venues all enable Turlock to host these sporting events throughout the year.
The benefit is huge.
“Sporting events like the NCAA Division II Track and Field Championships has a tremendous impact on our community. With over 1,000 players, officials, and spectators filling our hotels, restaurants, and entertainment, this event had the largest economic impact in Turlock this year, possibly the county,” Cammack said.
While attractions continue to draw visitors to both San Joaquin and Stanislaus Counties, the problematic economy has slowed tourism and the revenues visitors generate.
“Stockton and the entire Central Valley has taken a big hit in this negative economy. With business and corporate travel curtailed, personal spending down, and larger destinations offering more bargains, we have seen a decrease in overnight stays and visitor spending,” said Rhea.
According to a recent California Tourism study, San Joaquin County saw over a $100 million reduction in visitor spending between 2008 and 2009 when direct visitor spending countywide dropped to $544 million, Rhea says.
“In Stockton we have seen a decrease of over 20% in just hotel revenue since 2009,” he said.
Turlock has experienced a similar slowdown in lodging revenues since 2009, although an increase in the city’s overall hotel accommodations has helped offset the decline, Cammack says.
California Delta business owners also have struggled.
“Many Delta businesses are mom and pop operations without a lot of extra funding, and the economy has been hard on them. The state government’s plans to divert the Sacramento River has caused a feeling of uncertainty among potential investors,” said Wells.
Mullen says that the last few years have been challenging for Modesto as well. Despite the fact that hotel and restaurant numbers are down, there is silver lining within the statistics.
“On the other hand even though the economy has had many challenges, we are still a travel hungry society. Eighty percent of the tourists in California are Californians,” she said.
That fact makes it essential for communities to add new attractions that will be of interest to people that may have already visited the area.
In addition to the new Graffiti attraction, Modesto is also eagerly awaiting the opening of its new Ag Science Center. The facility will highlight the role that science and technology contribute to the production, processing and marketing of America’s food and fiber. Mullen says that the Ag Science Center is expected to bring in over 170,000 visitors a year and both the Graffiti and Ag Science attractions will help generate new interest in the area.
Also hoping to counteract the negative impact of the economy, the California Delta Chambers and Visitors Bureaus is promoting play along the Delta waterways as a fun vacation alternative to those no longer able to afford more expensive getaways such as Hawaii. The Bureau has printed 40,000 copies of its Discover the Delta Visitor Guide, which have been mailed to potential visitors and distributed at boat and travel shows.
Despite the last few challenging years, Wells says he is bullish about the future. With the America Cup Races scheduled for the San Francisco Bay in 2013, Delta businesses are ready to enjoy a slice of the $1 to $2 billion pie the event is estimated to generate.
“We just want to attract our share of visitors and revenue into the Delta from this, say $100 million or so. We will be working to further this goal,” he said.
Turlock, Stockton, and Modesto are upbeat about the future as well.
“With the increase in sporting events, we see the coming year as being highly successful and Turlock is looking forward to hosting more events like this,” Cammack said.
The increased number of visitors at recent events, festivals, attractions and sporting events, also encourages Mullen.
“The end goal of a tourism strategy is increased visitor spending of new dollars in our community,” she said.
Visitor interest and inquiries about Stockton area attractions also are starting to grow, Rhea says. He is optimistic about 2011 and 2012 and looks forward to working with an increased budget to promote the area.
“The Central Valley is always the last to come back from these tough times. With the coastal areas, Bay Area and Sacramento areas seeing stronger growth, we know our brighter days are just ahead,” he said.
