Tourism in San Joaquin

by TAMMY HANSEN | profile photography by BRENDA HARTSHORN | local photos courtesy Visitors Bureaus

Nancy Beckman pauses at a question about Lodi and “the song.” Is she offended?

She laughs heartily. “Honestly, we do have people who say they’re glad to be ‘Stuck in Lodi Again.’ We need to get Creedence Clearwater Revival to go back and redo that song,” says Beckman, President and CEO of the Lodi Conference and Visitors Bureau.

It’s unlikely anyone would have made such a suggestion five or ten years ago. Back then, the Valley’s cities and towns were little more than a blur outside the windshields of tourists rushing to San Francisco, Yosemite, or the sunny southern beaches and the land of Mickey Mouse. Tourists didn’t drive to the Valley; they drove through, at 70 miles per hour.

To quote another ‘60s rock legend, Bob Dylan, “the times, they are a-changin’.” Local cities Stockton, Lodi, and Manteca are moving past their reputation as a punch line from an eight-track, Top 40 tune. Travelers spent $623 million in San Joaquin County in 2007, up $164 million from $459 million in 2002, according to tourism figures from the county. Lodi is a certified wine appellation. Stockton has two new sports venues and the renovated waterfront district. Manteca, already a stop for Yosemite bound tourists, hooked a big draw last year—a Bass Pro Shop.

The increase in Valley visitor spending is respectable, but still small compared to the big draw cities. Out-of-state tourists are unlikely to opt for Manteca’s miniaturized Major League Baseball parks over that other park in Anaheim, admits Linda Abeldt, CEO of the Manteca Convention and Visitors Bureau. 

“You’ve really got to play to what you have,” she says. “It doesn’t do us any good to say we’re Disneyland here, because we’re not.”

What the Valley does have is enticing day trip options for families, wine enthusiasts, and sports fans. That’s why local bureaus instead are focusing on “drive” tourism—visits from within a 100-mile radius—says Wes Rhea, Director of the Stockton Convention and Visitors Bureau. Day trippers spent $202.4 million in 2007, up $57 million from $145.1 million in 2002, according to figures from the county. It’s a trend Rhea expects to expand as the economy shrinks.

“Overnight stays are down and that’s California-wide,” Rhea says, but “our day trips are up.”

Tana Ogden-Gee of Antioch is the sort of tourist that Rhea is talking about. Ogden-Gee brought her family in May to Lodi’s new World of Wonders Science Museum. She’s planning a follow up summer visit to Micke Grove Zoo.

“I don’t get there very often,” says Ogden-Lee. “But I have some specific places I have gone to, and places I would like to visit in the future. I actually prefer to visit the Central Valley because it’s easier to get to than some entertainment venues in the Bay Area. Definitely less traffic.”

He Tweets

Ogden-Gee’s words are music to Rhea’s ears. All three tourism bureaus (each with a staff of three and an annual budget of about $350,000) are working together to convince families in a 100-mile radius that they have the goods for a good day away from home. They’re also working to convince travelers from elsewhere in the state that their cities are an economical and convenient base for longer visits that include trips to nearby Napa, Gold Country, and Sacramento.

“We kind of like to see ourselves as potential hubs and spokes,” Rhea says.

Stockton’s main draw for out-of-town visitors is the waterfront with its new sports venues, Weber Point’s parks and shopping, and the ever-improving marina. Work is visibly advancing on 1,400 feet of dock space along the marina to bring in what Rhea calls the “water demographic.” Meanwhile, shopping and dining is expanding.

“Our real, core district is going to be right where that channel comes into Stockton. We’re basically a cul-de-sac on the Delta,” Rhea says. Stockton still has some work to do to counteract a negative image for crime, he adds. “Perspective is always a challenge. We get beat up in all the lists.”

Stockton Bureau promotions are heavy on special events, but a key element to its efforts is a revamped website. The site is a bright splash of internet savvy that includes short videos of travel star Huell Howser’s visit to the area. A Washington D.C. firm helped create not only the website, but also Facebook and Myspace pages.

“When you look at the You Tube generation, you need to look at two minutes or less,” says Rhea, who has the lingo of the generation down. “I try to blog every day. I try to Twitter. I’ve tweeted twice today.”

Uncorking the Potential

For Lodi, the centerpiece for visitors is obvious. “Our wine region is the biggest draw,” says Beckman.

Wine lovers from as far away as San Jose come to Lodi for a relaxed wine tasting experience. Unlike the state’s better-known wine regions, Lodi sports wineries and tasting rooms where the person pouring the wine is likely to be the actual winemaker or grower. A fistful of prestigious awards and complimentary trade articles in the media have helped put the region’s seventy wineries on the map.

“While they’re here, they tend to do other things too,” Beckman says.

Gregg Lewis and his wife Colleen opened the Dancing Fox Winery and Bakery in Lodi’s downtown in May. The economy is a worry, but the couple is confident Lodi’s growing reputation as a wine destination will see them through a lean year or two.

“We are very optimistic. It’s a wonderful downtown. I love it. I love Lodi,” Gregg Lewis says. The Lewis family moved to Lodi from Southern California in 1980.

Hotelier and Lodi transplant Beth Kim is similarly enthusiastic. Her family’s Holiday Inn Express was scheduled to open early in July. The Kims formerly owned the Comfort Inn and had planned for years to open a new hotel. Kim is hopeful of an economic upswing next year.

“Of course (the economy) gives us cause for concern, but our roots were a plus for us,” she says. “Another plus was we were able to keep our construction costs down.”

Hook, Wine, and Sneakers

Ironically, the city with the fewest specific tourist attractions is a granddaddy in the business. Manteca has for years been a bus hub for tourists traveling from San Francisco to Yosemite. Serving big groups or providing an overnight stay are old hat for many of the city’s businesses. Still, drive tourism is something the Manteca Visitors Bureau wants a piece of, says Abeldt. To that end, her bureau has identified family sports as an important factor. The city’s Big League Dreams ballparks, replicas of Major League Baseball’s most well-known stadiums, are already booked through 2009. The Bass Pro Shop saw a million customers in its first four months. Along with Showplace 16 Theaters, Manteca is in the first phase of The Promenade Shops at Orchard Valley, with more stores scheduled to open next year. Abeldt hopes visitors will also gander at the town’s twelve downtown murals (slated to eventually become forty), and visit the tasting room at Delicato Vineyards.

To keep the bus crowds and locals in town, the city boasts five existing hotels with two more being built. Abeldt says even international travelers tell her they’ve “seen the triangle” of San Francisco, Disneyland, and Las Vegas. They are looking for new California adventures.

Still unconvinced that the Central Valley will ever shake off the ‘Stuck in Lodi’ mantle? California’s Democratic lawmakers in December were taken to task over a $14,000, union-sponsored spa getaway in the middle of the budget crisis. The chosen spa for our state’s government officials? Lodi’s Wine and Roses.

Fun Places to Get Stuck in Lodi

The Wine Trail – Compare and contrast more than the vino. Ask different winemakers the same question. Try: “Which wine would you suggest with a grilled burger?” or “How many grapes does it take to make a bottle of wine?” See how many different answers you get. (www.lodiwine.com)

Wine and Roses – Start your visit at the Lodi Wine and Visitors Center museum and tasting room on the property, and then just wander the grounds for a free introduction to Lodi luxury. (Steer clear of the wedding parties.) Ready to commit? The hotel plans to open 24 new rooms this summer, and the spa and restaurant feature seasonal specials. (www.winerose.com)

Micke Grove Zoo – Look past the critters this time, and read the information about each animal. Keep a tally of how many are threatened or endangered. Then take a stroll through the grassy park grounds, and count the squirrels on your way to the San Joaquin County Historical Museum or Japanese Garden. (www.mgzoo.com)

Great Valley Serpentarium – Gather up your courage and ask one of the helpful staff members if you can actually hold or pet one of the critters. Or ask if any of the snakes have been fed that day, and inspect the fellow for a telltale lump. (www.snakemuseum.com)

Did you miss? – The new World of Wonders Science Museum (www.wowsciencemuseum.org), Sunset kayak tours on the Mokelumne River (www.sierraadventureoutfitters.com), Live bands and salsa lessons at Cellar Door (www.lodicellardoor.com)

While You’re In Stockton Try...

The Waterfront – You may have been to the movies, an event, or a restaurant at the waterfront, but have you lingered? Combine a few different activities for a day on the water. Follow an afternoon Ports game with salsa lessons at Chitiva’s Bar and Grill. Stroll down to check out the progress on the new boat slips. Sip a glass of Lodi wine at Paragary’s, and people-watch at Janet Leigh Plaza. (www.visitstockton.org)

Children’s Museum of Stockton – You’ve been there, but have you done that? Kids have a better time when the grownups join in the fun. Take a ride in the pretend ambulance, and have a pint-sized MD diagnose your ailments and injuries in the make-believe hospital room. (www.stocktongov.com/childrensmuseum)

Pixie Woods – Think beyond the play structures. The grounds at this children’s play area are lovely enough that the Board of Directors sponsors an annual summer wine tasting here. Stroll the woods with an eye toward the flora and the water views. Feel free to indulge your inner child on the carousel or the train.
(www.stocktongov.com/pixiewoods)

The Cambodian Buddhist Temple – Grab the explanations for the temple’s famous statues from www.visitstockton.org. Now you can read the story of the Buddha, represented by the 25-plus statues here built by monks and temple members. (www.visitstockton.org/things-to-do/arts-entertainment/stockton-cambodian-buddhist-temple)

Did You Miss? – The midtown Stockton homes tour (www.stocktongov.com/midtown), Bob Hope Theatre (www.bobhopetheatre.com), Farmers Markets (www.stocktonfarmersmarket.org)

Luring You to Manteca

The Bass Pro Shop – It’s two stories of outdoor ‘Wow!’ The outdoor living mega store is new enough that there’s probably still plenty to explore. Events and seminars like kids’ casting clinics and kayak demonstrations are held throughout the year. (www.basspro.com)

Big League Dreams – The miniature versions of three Major League Baseball parks are sold out, but you can still visit and play fan. Root, root, root for any old team for ten minutes, then move to the next field and pick a new favorite. Or hit the stadium club and scarf down a hot dog while you catch the games on the big screen. (www.bigleaguedreams.com)

Delicato Vineyards – It’s the only tasting room around, so settle in and ask a few questions.  Ask about the winery’s twenty-one different grape varieties. Some of the family’s wines are available only in the tasting room. Also, check out the home winemaking supplies. (www.delicato.com)

Downtown Murals – Downtown Manteca is eclectic by any definition. Go specifically to gander at the downtown’s twelve murals on a walking or driving tour. Add a stop at one of the town’s many authentic Mexican restaurants. (www.visitmanteca.org)

Did you Miss? – Kelly Brothers Microbrewery (www.kelleybrewing.com), Manteca Trailer and RV (www.mantecatrailer.com), Caswell State Park in nearby Ripon (www.parks.ca.gov)