Marketing Dana Point
|
Can the City of Dana Point turn itself into a destination city? With four resort hotels and a fine harbor, the city is trying to do just that. A major step toward that goal has been taken with the formation of a Business Improvement District involving the city’s four resort hotels.
The Ritz-Carlton, Laguna Niguel; St. Regis Monarch Beach; Laguna Cliffs Marriott Resort & Spa; and the Doubletree Guest Suites Doheny Beach have begun tacking on a $3-per-room-per-night charge to create a fund that will go into a city account, but which will be managed by the general managers of the four hotels.
The fund will be used to market Dana Point as a destination city – to create a brand that will attract tourists. An obvious problem is that while all four hotels are in Dana Point, each has a name other than Dana Point: Laguna Niguel, Monarch Beach, Laguna Cliffs, and Doheny Beach.
