San Luis Obispo Business
April, 2000

State Accepts Chamber, Task Force ideas

Dream Team - Chamber President/CEO Dave Garth, State Parks Director Rusty Areis, Hearst Castle Director/Superintendent Kirk Sturm and State Senator Jack O'Connell have been instrumental in charting a new course for the Castle

 

 

Less than a year after a delegation of Chamber members met with State Parks Director Rusty Areias to express concerns over the management of Hearst Castle, some significant changes are underway on the hilltop.Last month, Areias announced that he had accepted 49 of the 59 recommendations made by members of a Task Force he assembled to analyze the overall operation of the Castle and its community relations.

Six recommendations were accepted with modifications and two others need further study. Task Force members included representatives from the San Luis Obispo Chamber of Commerce and other area chambers, the San Luis Obispo County Visitors and Conference Bureau, local legislators, State Parks officials and Hearst Castle representatives. After several months of analysis, Task Force members came up with close to 60 recommendations for improvement in the areas of community cooperation, marketing, merchandising and revenue, ticketing, public safety, and transportation. Areias said he viewed a great majority of the recommendations as constructive and valuable. In fact, only two were not accepted because they were not feasible. "I really wanted to thank the Task Force members for their hard work and especially the Chamber for their leadership," said Areias.

According to Chamber officials, some of the most significant recommendations soon to be implemented include the creation of a Community Relations position, more control at the local level for the District Superintendent, an increased marketing budget, staff and programs, and improvements to the ticketing process. "We are extremely pleased at the outcome and Director Areias' receptiveness to our ideas," commented Chamber President/CEO Dave Garth.

"It's extremely refreshing to know that our voice was heard and we affected change. We owe a big thanks to Senator Jack O'Connell for opening the door for us." Areias also announced last month that Kirk Sturm had been named Superintendent of the San Simeon District, which encompasses Hearst Castle and other area parks. Sturm served as Interim Superintendent from June of last year until last month and impressed local officials and community representatives with his competence and ability to build relationships. "With Kirk's appointment, I think this is a new era at the Castle and one of the most cooperative we've seen," commented Areias. "I think wonderful things are going to happen."

(Some of the 49 recommendations accepted by State Parks Director Rusty Areias)

  • The District have a person who is responsible for community relations.
  • Add additional night tours, since the public demand for this tour is great.
  • Operate Hearst Castle according to Good Business Practices such as:
  • Adequate staffing, adequate budget, Marketing Plan, Business Plan, and reinvestment of revenue into protection, preservation, education, interpretation and research.
  • The District Superintendent should be delegated the authority, autonomy, and accountability, to plan, implement, and manage the Marketing Plan.
  • The District Superintendent should be delegated the authority to set and change ticket prices as needed.
  • The structure for the Hearst Castle Marketing Office should include, but not be limited to: a Director of Marketing whom manages outside marketing consultants through a marketing contract(s), Special Events, Community Affairs, Research, Merchandising, Licensing, PR Office, Group Sales, Tourism, and has an advisory board of local stakeholders.
  • The Marketing Plan should be developed and updated by experts in the marketing field, as well as, similar attractions, museums and historic house museums.
  • That the Hearst Castle marketing budget be $1 million dollars per year, at a minimum.
  • This amount is consistent with Good Business practices for the same or similar operation and in light of the lost revenue over the last six years which amounts to about $15 million dollars and the fundamental marketing changes that need to be made.
  • The marketing budget should be the responsibility of the District Superintendent at Hearst Castle.
  • Identify performance standards for existing State ticketing concessionaire such as ticketing time, reliability, minimal system interrupts, accountability of revenue, performance, theater sales at visitor center and determine appropriate penalty/bonus based on performance.
  • Research Operation of State ticketing; possibly operate system by the State locally in San Luis Obispo County, incorporating the latest technology.
  • Proceed immediately with Internet capabilities as outlined in State's contract with ticketing concessionaire.
  • The Director pursue and support (County) public bus service to Hearst Castle.
 

 

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