By LESTER CHANG
Does the city of Sunnyvale have what it takes to be a major visitor destination? The answer, one consultant says, is "no."
But the city should work with the Sunnyvale Chamber of Commerce to help visitors find hotels, restaurants and places of entertainment.
Those are the findings from a study that Bill Snyder Associates, a visitor industry consultant based in Phoenix, recently sent to the Sunnyvale City Council for review.
The study was done in part to determine whether Sunnyvale could grab a larger share of the visitor market in Silicon Valley and to see whether it was feasible to create a visitor's bureau.
Based on the study's findings, the city's Department of Community Development has recommended the city not pursue such a project.
But the council conceptually approved on Dec. 3 a recommendation to spend up to $50,000 to develop visitor services.They include production and distribution of visitor brochures, installation of signs and better communication among visitor businesses.
A detailed plan is to be developed by the city and the Sunnyvale Chamber and is scheduled to be delivered to the council in the next few months, said David Vossbrink, Sunnyvale's community relations officer.
With regard to the visitor's bureau proposal, Vossbrink said the council has questions about ongoing costs and whether the city or the chamber should run the bureau.
A 1992 city study also indicated that the city would draw visitors regardless of how much it spends for visitor promotion programs, Vossbrink said.
Most travelers to Sunnyvale are business people and those who visit families in the area, Vossbrink said, so when business is up, hotels are filled, and when business is down, hotels have higher vacancy rates.
The city's study indicates that visitors probably would enjoy their stay more if they had more information about dining, lodging and entertainment in Sunnyvale.
The report recommended updating a dining guide, distributing materials from the chamber office and kiosks and using brochure racks.
The report also recommended using the Internet, discount coupon books, quarterly articles and media releases.
With visitor services in place, travelers could be encouraged to spend their money in Sunnyvale rather than in neighboring cities, Vossbrink said.
"This translates into more sales tax and revenues that come back to the city," Vossbrink said. "Travelers help us ensure that our businesses stay healthy."
This article appeared in the Sunnyvale Sun, December 18, 1996.
©1996 Metro Publishing, Inc. All rights reserved.