50 / 61
50
❖
LEVERAGE RESOURCES THROUGH
CROSS-PROMOTION AND
PARTNERSHIPS
Many communities have successfully
branded, marketed, and promoted their
communities as tourism destinations
through the collaboration of hotels,
hospitality, and other tourism-related
businesses. Morgan Hill should
Work with
Hotels to Develop a Tourism Based
Improvement District (TBID) to help Finance
Capital Improvements to Sports Recreation
Facilities and to Promote and Market the
Region (Action #28).
This will allow for the
City and hotels to develop an ongoing
financial mechanism to promote and brand
the area and make vital capital upgrades to
existing or contribute to development of
new recreational facilities. Additionally, the
City should
Collaborate with Regional
Partners to Enhance Branding, Marketing
and Promotions or Regional Assets (Action
#29).
❖
SUPPORT A TOURISM ENVIRONMENT
The City can advance the tourism goals and
the retail attraction goals by aligning these
two efforts and
Target Retail Attraction
Towards Sport Recreation, Entertainment,
Boutique and Food Retailers (Action #30)
.
Downtown Morgan Hill is a thriving and
growing business district with a distinct
character. The community has been able to
attract unprecedented investment in
Downtown, making it a gem within Silicon
Valley. Downtown Morgan Hill is a key
component to making South County a
tourism destination. The City should
Continue to Create a Lively Downtown with
Entertainment Offerings (Action #31).