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News & Features
From the Idyllwild Town Crier weekly newspaper, 03.11.10 edition.
Billboards and busses boost
business
By J.P. Crumrine, Editor
In its first two months, the Idyllwild Business Roundtable (IBRT), a
collection of local merchants and business people, found the means to
rent two billboards promoting Idyllwild on interstates 10 and 215.
For a while, this accomplishment seemed to become an albatross that
might infect the group’s positive thinking. Raising money for the
rest of the year-long lease and possibly extending it another year was
not a simple task for a volunteer group. But IBRT has found
solutions thanks to Jeff Stone, Third District supervisor, and
Idyllwild Arts (IA). Stone has offered to find some funding to pay the
balance of 2010. The IA is considering a way to share space on the
billboards.
Now, IBRT is bounding into year two with more projects planned to
increase the visibility of Idyllwild as a tourist spot and destination,
according to Brent Miller, an IBRT participant. Recently, the group
invited the Palm Springs Convention Center Desert Resorts Communities
and Visitor Authority to visit the town and speak to the IBR.
“They are easily what we’re looking for,” Miller said. “They reach out
around the world. We’re the jewel at the end of the road from the
desert. We have a beautiful rock and historic buildings to offer
tourists from below.”
Both Doug Yagaloff, co-owner of Harvest Market, and Miller understand
that the changes needed here to create new mindsets miles away will
take time. But the results will be a healthier and stronger business
environment in Idyllwild.
Miller foresees a time when Idyllwild and the desert communities
collaborate. Idyllwild, with trails and trees, will be the mountain
attraction for desert visitors. In the summer, it is much cooler here
and Idyllwild offers outdoor adventures. In the winter, not only
colder, but winter activities such as playing in snow and gathering
around cozy fireplaces are available.
Miller and Yagaloff envision buses bringing desert conventioneers for
day trips, overnights or weekends. Neither expects these results
immediately and local merchants will need to make their own private
commitments in order to collectively create the image and reputation of
a town that welcomes visitors.
Some changes might include standard hours of operation, which might
mean six or seven days each week and open evenings, too, according to
both men. The IBRT expects its participants to be positive toward each
other in meetings and outside in the community. They will also expect
local business people to express the same pleasure, warmth and
cordiality to newly arrived visitors.
The first bus full of tourists arriving in the center of Idyllwild is
not the end of Miller’s dream. He has a vision that encompasses much
more than print media. The IBRT started with billboards, is working
with Palm Springs and has many more paths to explore for the benefit of
Idyllwild. Stay tuned.
J.P. Crumrine can
be reached at jp@towncrier.com.
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