By Ben Franz-Knight

There’s no question 2009 was a tough year economically both on the local and national level, and the tourist trade was certainly not immune. Playing as a team, the City of Santa Monica, the Convention and Visitors Bureau and the Santa Monica Pier made possible a full year of activities and celebrations that raised awareness and drew much needed visitors. Notable events included the Centennial of the Pier, Cirque du Soleil, the unveiling of the historic “Route 66 End of the Trail” sign and a last-minute rally with the clock ticking down on New Years Eve!  In an exciting final play worthy of a classic football game, both participants in the Rose Bowl, Ohio State and the University of Oregon, held their pregame pep rallies at the Santa Monica Pier. Nothing pumps revenue into the local economy like 40,000 excited out-of-town fans, and for two days you couldn’t walk on the beach without seeing people wearing the Buckeyes’ scarlet and gray or the Ducks’ green and yellow. And these folks didn’t stick to the sand—merchants on the pier, nearby restaurants and shops, and of course the Third Street Promenade were all beneficiaries of our sports-minded visitors’ business.

This was the first year we’ve hosted both Rose Bowl teams in Santa Monica, but with any luck, it won’t be the last. As Executive Director of the Santa Monica Pier Restoration Corporation, I oversee events at the Pier and often partner with Santa Monica Convention & Visitors Bureau. With the Pier’s Centennial year and iconic Ferris wheel as the backdrop, we actually pitched our city to the Rose Bowl tour operators back in April of 2009. Given Santa Monica’s iconic views and relaxed beach vibe, it wasn’t a tough sell. We’re very lucky to live somewhere that says “Southern California” everywhere you look! It’s always a big advantage for this town and I know it was a deciding factor for the schools.

As we all hoped, local vendors scored big from the influx of football fans. In terms of numbers, an estimated $16 million dollars flowed through the city on the 30^th and 31^st of December (with the ongoing benefit lasting many days more). The rallies were held in the north parking lot and it seemed like almost everyone went for a stroll on the pier or ventured inland. We all need to eat—and it’s not unheard of for football fans to drink—so local restaurants and bars got a welcome pre-game lift. It’s safe to say the hotels enjoyed the spike in occupancy as well. Every time we get an event like this, the benefits are essentially citywide. In 2009 we certainly learned that team play and a good offensive plan can be the best defense, even in the face of a tough opponent like the current economic slump. For 2010 we invite you to join the team, bring your support, your ideas and your enthusiasm, together we can continue our winning efforts for one of the best teams around – Team Santa Monica!