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By Jorge Casuso

October 16 -- Business owners hoping to cash in on the several million tourists who flock to Downtown Santa Monica every year need to do more than just hope they’ll walk into their shops and restaurants, according to tourist officials.

Next month, the Santa Monica Convention and Visitors Bureau (SMCVB) will host two workshops to show hotel managers, restaurant owners and merchants what steps they can take to make sure they get a cut of the $180 each tourist spends every day on their trip.

From leafleting tourists as they get off the bus to selling prepackaged coupons to tour operators, there are proactive ways to tap into what the industry calls the “wholesale market,” SMCVB officials said. The trick is to hook up with the “receptive operators” who help plot the destinations visitors will frequent.

“The receptive operators that receive the clients help promote Santa Monica,” said Tere Stamoulis, a tourism consultant who will present the workshops. “The SMCVB helps receptive operators find the businesses that are a good match for their clients.”

“Business is all about relationships, and you’re going to work with those who understand what your needs are and how to meet them consistently,” said Misti Kerns, executive director and CEO of the bureau. “Dining and shopping are big draws for many, and Bayside recognizes that.

“The key for businesses is to understand how, more than ever, the value added is what they’re looking for,” Kerns said. “Wholesale means lower pricing, and that means volume.”

The SMCVB calls operators twice a year and plugs Santa Monica and its offerings. That’s why it’s important for businesses to build a relationship with the CVB and let them know what they have to offer.

“They won’t send clients unless they know you’re going to take care of them,” said Debbie Lee, the director of marketing for the Bayside District.

The Bayside has created a program to lure tourists to Downtown businesses, including plugging those who have tapped into the wholesale market. The campaign includes a full-color map in Japanese highlighting the stores that offer coupons and special discounts to tour clients.

Big Blue Bus has joined the effort by providing 7,500 round-trip fare cards to help get them to key attractions around town via public transit. The Bayside also is offering shopping bags with the Downtown logo.

To take full advantage of the benefits, businesses should work with the Bayside and the SMCVB to make sure tour operators are aware of what their restaurants, shops or hotels have to offer, Kerns said.

“Those operators are inundated with information,” Kerns said. “We go to travel shows and find out what their interest is, what their budget is, who their clientele is. It’s important that when we conduct these meetings, we know who wants to play.

“It’s a long term investment, but you get a long range return if it continues,” said Kerns. “If they are really committed to the market, we help them put a kit together and walk them through doing a contract and doing business."

Beginning to take advantage of Santa Monica’s thriving tourism industry doesn’t require big bucks or inside connections.

“Create a coupon program and send it to tour operators or the SMCVB,” Lee advises. “Flyer bus passengers. Have a staff member welcoming them to the Downtown.”

Although the national, and perhaps world economy, may be headed into a tailspin, Santa Monica has much going for it, Stamoulis said. Now more than ever, businesses need to be creative to attract the discriminating visitor coming to the beachside city.

“We know the economy is kind of soft, but let’s see how we can make sure we’re not losing a share of the market,” said Stamoulis, a principal of the Stamoulis Group, a destination marketing firm.

“Santa Monica is really a sophisticated destination,” she said. “It attracts the sophisticated traveler looking for different experiences. The key goal is getting them to use your services.”

For more information or if you would like to participate in the upcoming workshops, please call the SMCVB Sales Department at 310.319.6263.