Editor’s note: In this blog series, District Marketing Mojo, Verdin President and CEO Mary Verdin interviews a leader in the world of tourism marketing and communications for attractions, special districts and business improvement districts each month. Check back here regularly for new interviews.
Fostering Unity in Oxnard Through Collaborative Community Engagement
In December 2017, Julie Buffo embarked on an inspiring journey as president and CEO of Visit Oxnard, situated along California’s South Coast, a mere 60 miles from downtown Los Angeles, yet worlds away.
Julie proved to be the right person at the right time during a transformative era for Oxnard, leveraging her expertise gleaned from more than two decades in tourism, hospitality and nonprofit sectors. Together with her dedicated board of directors and a resilient, close-knit team, they ignited a renaissance fueled by expertise and unwavering passion. Their approach to community revitalization seamlessly blends an appreciation for Oxnard’s uniqueness with a profound commitment to nurturing growth and building community.
The vision of the Visit Oxnard team transcends putting “heads in beds,” and seeks to redefine how both visitors and locals perceive the city. Recent endeavors, powered by the American Rescue Plan Act, show how words have been put into action. Teaming up with acclaimed artist Maxfield Bala, the organization embarked on a public art journey, showcasing history on the Oxnard Transit Center (pictured below) with vibrant, captivating murals depicting the city’s rich heritage, evoking surprise and pride among residents.
Like many destinations, Visit Oxnard faces the delicate task of balancing residents’ needs with tourism promotion. While some residents may perceive the organization solely as promoters of local businesses and not understand their bigger purpose to attract visitors, the fact that they are accomplishing both is commendable.
One area where Julie sees opportunity for the future is Downtown Oxnard, offering a melting pot of experiences ranging from leisurely moments amidst food trucks in Plaza Park with the historic Pagoda to the beauty of the preserved turn-of-the-20th-century Heritage Square, offering shopping, dining and wine tasting.
Not to be missed in Downtown Oxnard is the iconic Art Deco Teatro theater, which in the past operated as a recording studio for such greats as Willie Nelson, Neil Young, U2 and Emmylou Harris. In 1998, Willie even named his 45th studio album “Teatro,” and featured a photo of the theater with his name on the marquee on the cover. The current owner of Teatro has a dream of again making the theater a recording studio – and possibly a live music venue. Its proximity to LA, but with a more relaxed vibe, could strike the right chord and make this dream a reality.
These cultural treasures are the hub of Oxnard, and are breathing new life into the city’s artistic landscape.
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ulie attributes Visit Oxnard’s success to their committed and engaged board of directors, a diverse group of 17 who represent hospitality, tourism, government and local businesses. Their high meeting attendance and active participation in Visit Oxnard’s initiatives, providing ideas and feedback, speaks volumes. Julie’s secret? It lies in nurturing genuine relationships, taking the time to understand perspectives and fostering mutual respect, something Julie is trained for, as a yogi. But that’s a story for another time.
If you’d like to learn more about Julie and her work with Visit Oxnard, connect with her on LinkedIn and follow Visit Oxnard on Facebook and Instagram.