O.C. Has a New Slogan--Now It Just Needs Money

They’ve got a snappy slogan and an eye-catching logo. But can they muster the manpower and the money to put Orange County on the map?

That’s the quiet buzz among local tourism circles as the Orange County Tourism Council on Tuesday unveiled an ambitious plan to forge a distinct marketing identity for the county, lure more tourist dollars to the region and instill a spirit of cooperation among the county’s fiercely competitive tourism businesses.

“Our mission is to bring more tourists here and keep them here longer,” said Bill Ross, a Disneyland vice president and co-chairman of the fledgling tourism council, speaking to a packed news conference at the Westin South Coast Plaza. “It’s also to establish an image for the county . . . that differentiates it from Los Angeles.”

To that end, the council officially unveiled its much-anticipated new slogan: “Orange County, the Perfect California,” along with an aquamarine logo featuring a palm tree, sun and ocean wave. Council members also talked of forging a coalition to improve transportation, signage and services for the county’s $5.5-billion tourism industry.

But whether the mostly volunteer organization can muster the funding to match the enthusiasm of the upbeat news conference remains to be seen.

“It’s going to be a challenge,” said council director Bruce Brown. “But we believe the excitement and commitment are there.”

The Orange County Tourism Council, which was formed last year, is the outgrowth of a 1994 county-sponsored “tourism summit” that tried to build support for a collective marketing strategy to promote Orange County as a whole. It is made up of executives from local hotels, attractions and visitor bureaus.

The county’s tourism industry leaders have talked for years of pooling their resources, much as tourism businesses in Orlando and Las Vegas have done. And to some extent they have acted collectively through entities such as the Anaheim/Orange County Visitor and Convention Bureau.

But it wasn’t until the early 1990s--when recession, natural disasters and civil unrest in Los Angeles hammered the local tourist trade--that local executives were prompted to do more than talk.

The council has discussed trying to raise $1 million from local businesses to fund the effort. But on Tuesday members were unable to provide specifics on exactly how that would work or who has expressed interest in participating. Meanwhile, the state is trying to persuade area tourism businesses to contribute to a statewide marketing initiative.

“It’s a nice idea, but where’s the money going to come from?” asked one local tourism executive who declined to be named. “Right now all they’ve got is a slogan and logo.”