Running down California’s long spine, the Central Valley is the agricultural heart of the Golden State as well as the gateway to some of the country’s most coveted national parks. Its urban areas, including the state capital of Sacramento, offer an array of historic and cultural attractions, in addition to affordable facilities.
Sacramento
Despite its position as the seat of California’s budget woes, Sacramento is moving forward with developments, including two major hotel projects: a Marriott Courtyard with 165 rooms and on the same block, a 409-room hotel that had not been flagged as of press time. Both projects are tentatively looking at a spring 2012 opening.
"It’s a challenging economy and development isn’t as robust as it was four or five years ago," says Steve Hammond, president and CEO of the Sacramento CVB. "But you would be hard-pressed to find any city in this country that has two hotel development projects on the books being pushed forward."
On that same block as the hotels, there are also a nightclub, restaurant and upscale pizza parlor in the works, all slated to open in fall 2010.
"We’re going to continue to work with the associations that have been the foundation of our business. But having 600 new rooms will give us the opportunity to court larger groups," Hammond says.
A $1.3 billion new terminal at Sacramento International Airport is due to open in 2011, which eventually will be connected by light rail to downtown.
While Hammond says convention business continues to be very robust, the attendance for the groups they are booking has been reduced.
"We’ve had to drop our rates more, like many of our competitors, and put together a variety of incentives to help our clients enhance their bottom line," Hammond says.
Some of the city’s biggest attractions include the 28-acre Old Sacramento, which sits on the Sacramento River, as well as the California Railroad Museum, hosting groups of up to 750.
The Crocker Art Museum is undergoing a 125,000-square-foot expansion that in 2010 will triple the size of the existing facility and add gallery space. The new building will also create one of the largest event spaces in Sacramento, with indoor and outdoor seating for 1,200.
Stockton
Sandwiched between Highway 99 and Interstate 5, Stockton touts accessibility as its No. 1 feature for groups, which mainly includes association and SMERF meetings, according to Wes Rhea, director of the Stockton Conference and Visitors Bureau.
The area is also now more accessible by boat with the October opening of a new marina that offers more opportunity for water-based excursions. Groups can also use the Lexington Plaza Waterfront Hotel, which transformed from a Sheraton last summer. Its Waterfront Events Area offers 5,000 square feet of banquet space.
"Our proximity to the water makes us a huge area for recreation," Rhea says. "Groups also enjoy the wine region in nearby Lodi."
Rhea notes that as top-tier markets drop their rates, affordable locations like Stockton have to drop rates to stay competitive. Room rates are 9 percent less than they were last year.
Stockton debuted a new agricultural group meeting space last fall, the Robert Cabral Ag Center. Other venues include the Haggin Museum as well as the 10,000-seat Stockton Arena with its adjacent Stockton Ballpark. Stockton’s main meetings property is the Hilton Stockton.
Modesto
Modesto bills itself as the art and cultural hub of the Central Valley, with top venues like the Gallo Center for the Arts, the historic Art Deco State Theatre and the 1,252-seat Mary Stuart Rogers Theater, all open to groups.
The area also offers agricultural tours, including the tasting room at Sciabica & Sons Olive Oil, the oldest olive oil plant on the West Coast. Groups can also host meetings inside the barrel room of Classic Wine Vinegar and watch the vinegar-making process.
"What is really exciting for Modesto is the addition to our John Thurman Field," says Jennifer Mullen, executive director of the Modesto CVB. The field, home of minor-league baseball team the Modesto Nuts, recently added two large party decks overlooking the stadium and a group picnic area at the former visiting bullpen area.
The city’s main meeting spot is the Modesto Centre Plaza, which is attached to the 258-room Doubletree Hotel Modesto.
"The convention center is in the heart of downtown," Mullen says. "You walk out and there are 60 restaurants in walking distance."
Other venues include the Clarion Hotel and Conference Center, located three miles from downtown, but with its own nearby restaurants and shops.
Merced
Known as the Gateway to Yosemite, Merced earns merit as the site of Merced College and a University of California campus.
Possibilities for off-site events and activities include the Castle Air Museum, the historic Merced Courthouse Museum, the Merced Multicultural Arts Institute and the Hilmar Cheese Company.
Meetings hotels include a Courtyard by Marriott and a Hampton Inn & Suites, while the Merced Civic Center is the city’s main meetings option.
Fresno
Dubbing itself California’s year-round playground, Fresno’s internal marketing push revolves around the slogan, "Be World Class, Be Fresno," according to Jeff Eben, CEO of the Fresno CVB.
"Fresno has some attractions that make us as good a tourist destination as anywhere in the world," he says.
Some of those include its agricultural tourism business; access to national parks; ethnic diversity; a historic downtown; museums; two universities; and big-city amenities such as spas, upscale dining and hotel options.
"If we market those we think we become a better tourist destination," Eben says.
Unique tour options include culinary adventures, winery outings, cultural arts excursions and historical programs. Venues include the Forestiere Underground Gardens, which can host wine tastings and small group meetings. The remodeled Fresno Metropolitan Museum and Fresno Art Museum can host groups.
Visalia
Sporting a vibrant downtown and dedicated convention center, Visalia is well equipped for groups.
"We’re central, affordable, distraction-free and budget-conscious," says Aaryn Skaggs, sales manager for the Visalia CVB.
The Visalia Convention Center, which has 114,000 square feet of meeting space, lies within one block of galleries, shops and over 40 boutique restaurants.
As an important agricultural area, Visalia also takes advantage of its assets by offering culinary tours ranging from olive tasting to cheese tours. It is also home to highly touted restaurants, including the Vintage Press Restaurante, which received kudos from Wine Spectator for its wine cellar.
Another attraction is the Visalia Rawhide minor-league baseball team, which plays in the group-friendly, recently renovated Recreation Park a few minutes from the convention center.
Last fall, an 88-room Hampton Inn debuted with a boardroom and a banquet room for 70. Other properties include the Visalia Holiday Inn Hotel & Conference Center.
Bakersfield
At the southern end of the Central Valley, Bakersfield promotes affordability and accessibility.
"We remain a good 40 percent or below some of the tier-one cities in California," says Don Cohen, manager of the Bakersfield CVB. "Also, we’re the population center point of the state."
Aside from location and affordability, Bakersfield offers an array of entertainment, including the Blaze, a minor-league baseball team.
"We also appeal to the foodies out there," Cohen says. "We’re a unique venue for Basque food."
For nightlife, Bakersfield is known as Nashville West, according to Cohen, for its strong country presence. Venues include Buck Owens’ Crystal Palace, a nightclub, restaurant and museum built by the late Buck Owens.
The Bakersfield Museum of Art can also host groups.
"Another selling point we pitch is nature," Cohen says. "We’re a gateway to Sequoia National Forest and minutes from the Tule Elk State Reserve."
Downtown is also being revitalized with the Central Park at Mill Creek project, a linear park that is within walking distance of the city’s main meeting facility, the Rabobank Arena, Theater and Convention Center.
Bakersfield’s first upscale boutique hotel is slated to open in December, The Padre Hotel. The hotel’s 112 rooms are a significant boost to the downtown selection, which now includes the Bakersfield Marriott at the Convention Center, Best Western Hill House and the GuestHouse Inn & Suites Bakersfield.
National Parks
The Central Valley is next to some of the state’s most scenic national parks, namely Yosemite, Sequoia and Kings Canyon, all dominated by towering sequoias.
The Wuksachi Village and Lodge in Sequoia National Park offers year-round accommodations as well as meeting space for up to 80 people.
Yosemite has a number of group-friendly properties, including the historic Ahwahnee Hotel, Yosemite Lodge at the Falls and Wawona Hotel. Curry Village features a pavilion that functions as a dining area in summer and can be used by groups of up to 700 in winter. Nearby Tenaya Lodge is undergoing an extensive renovation and in 2010 will unveil new meeting facilities, a 10,000-square-foot ballroom and a full-service spa.
This winter marks the 75th anniversary of Badger Pass, the first ski area in the Sierra Nevada, which will be marked by the opening of the new Badger Lift.
Other adventurous options for groups include hiking, rock climbing, moonlight snowshoe walks and photography workshops through Ansel Adams Gallery in Yosemite Valley.
Mammoth
While Northern California snow bunnies head to Lake Tahoe for their ski fix, those from Southern California turn to Mammoth Mountain Ski Area, home to some 4,600 rooms ranging from condo accommodations to hotels.
The largest hotel meeting spaces can be found at the Village at Mammoth, Mammoth Mountain Inn and the Westin Monache Resort, which offers over 2,000 square feet of meeting space.
"We get a variety of different groups that incorporate a soft adventure element," says Jimmy Kellett, tourism marketing manager for the Mammoth Lakes Tourism and Recreation Department. "They have a meeting and go skiing in winter and mountain biking in summer."
Accessibility has been a challenge, according to Kellett, but this winter there will be easier access with two daily flights from LAX, one daily flight from San Jose and one daily flight from Reno.
