Editor’s note: In this blog series, District Marketing Mojo, Verdin President and CEO Mary Verdin interviews a leader in the world of marketing and communications for special districts and business improvement districts each month. Check back here regularly for new interviews.
Embracing Ventura: A Journey of Passion, Partnership & Purpose
Located along the stunning Pacific coastline, Ventura, California, is more than just a destination—it’s a community brimming with life, energy and a deep sense of belonging. At the heart of this bustling city lies Visit Ventura, and leading this dynamic organization is Marlyss Auster, a visionary with a passion for this laid-back but engaged place she calls home and a relentless drive to showcase its special sense of place to the world.
Marlyss’ journey with Visit Ventura began in 2012 when she took on the role of president and CEO. But her connection to Ventura runs deeper than just her profession; it’s a love story that spans decades. Born in Michigan and raised in Houston, Marlyss first laid eyes on Ventura as a teenager when she saw a postcard her mother received. She was captivated, and she knew then and there that Ventura would eventually be her home.
When Marlyss sets her mind on something, it’ll happen. Upon graduating high school, she moved the 1,600+ miles from her family to Ventura without knowing a soul, found a job and started attending Ventura Community College. After working in hospitality for several years and moving with the job to Monterey, San Francisco and Arizona, Marlyss found herself drawn back to Ventura, driven by a desire to reconnect with California’s beautiful Central Coast. Her tenure at Visit Ventura has been marked by unwavering dedication, strategic vision and a commitment to partnership-driven initiatives.
Visit Ventura’s hybrid model, receiving funding from both the City of Ventura and its tourism district constituents, allows them to focus on the community as well as visitors. The organization’s ethos is centered on collaboration, resilience and a genuine concern for the well-being of its residents.
During challenging times like the Thomas Fire and the COVID-19 pandemic, Visit Ventura had a goal to stand as a beacon of hope and support, asking themselves daily, “What is the right thing to do?” This steadfast commitment to their community has solidified their place in the hearts and minds of their community members, and it’s also fueled innovation.
Visit Ventura stepped up to host the X Games in 2023, a monumental achievement that showcased Ventura’s potential on a global stage and earned them Visit California’s coveted Poppy Award for Best Strategic Partnership.
Team from L to R: Julie Madsen, Marlyss Auster, Mike Laan, Lela Brodie, Michele Gilmour, Michele Foster
Through collaboration and a focus on sustainability, Visit Ventura managed to deliver a memorable event while minimizing its environmental impact—a testament to Marlyss and her team’s ingenuity.
When asked about where she would like to see Ventura go in the future, Marlyss envisions a city where accessibility and sustainability go hand in hand. She also says continuing to support the Ventura Land Trust and its mission to preserve open space and provide public access will enhance the economy, quality of life, and public well-being of Ventura and surrounding communities.
For Marlyss, Visit Ventura is more than just a job—it’s a labor of love, driven by a desire to inspire others to discover the magic of Ventura.
For more information on Visit Ventura and its success in engaging both local residents and visitors, you can visit them online, follow them on Facebook and Instagram or connect with Marlyss directly on LinkedIn.