Long Beach, Ca: The Making Of A Tourist Town

Parks & Recreation, Sept, 2000 by Daniel Wegner

California is known for its car culture, and the largest tourism event in Long Beach is the Toyota Grand Prix, which roars into town each April. Each year the downtown area is transformed into the world's fastest beach party as North America's most famous street circuit race erupts into a three-day festival of sunshine, sound, and speed. Automotive enthusiasts can also visit the Auto Club of Southern California's huge lifestyle expo--a must-see bonanza of high-tech products and services in automotive, computers, travel, entertainment, and electronics ... plus race-cars, games, and simulators.

When television and movie producer Barry Kemp of ABC's retired sitcom Coach purchased the Los Angeles Ice Dogs in 1976, he had one stipulation: move the team to Long Beach. Thanks to the International Hockey League's (IHL) approval, the team began playing at Long Beach Arena in October 1996. To welcome the Ice Dogs, the city made 3.1 million in improvements to the arena, including the addition of a permanent ice floor, a new scoreboard, and new seats.

A life-size mural more than 10 stories high, and 1,180 feet in diameter, covers the entire 116,000 square foot surface of the Long Beach Arena where the Ice Dogs play. It took four weeks and 3,000 gallons of paint to create it; and, when renowned environmental marine artist Wyland finished "Planet Ocean," the Guinness Book of World Records certified it as the world's largest mural. Since 1988, the Department of Community Development and the Public Corporation of the Arts have supported Long Beach as a city of murals, and 65 murals now grace public and private buildings throughout the city.

Long Beach has come a long way since the downsizing of the aerospace industry and the closing of the U.S. Naval Base, and tourism has emerged as its lifeline. By building on its past, the picturesque city has been able to re-invent its future. With its robust economy, Long Beach has capitalized on its assets and its history. The city's natural and cultural roots have been revitalized, and the tourists are coming.

It has taken a concerted effort by city officials and others for this dream to come to fruition, but the hard work has been rewarding. Long Beach is telling and selling its story and is striving to provide an enchanting experience for visitors and residents alike, and it's working. We in the field of parks and recreation have an important role to play in the tourism and economic development process while creating and maintaining a high quality of life in our communities. Building upon our traditions can be key for accomplishing a bright future. Long Beach is a preeminent example of how a bright future can be achieved.

How Long Beach, California transformed itself from a down-and-out casualty of military downsizing to a trendy tourist hotspot is a story parks and recreation agencies everywhere can learn from. The author, Daniel Wegner, Ph.D., is an assistant professor in the Department of Recreation and Leisure Studies at California State University, Long Beach. He is a member of Team Long Beach at the Convention and Visitor's Bureau and is a board member of the Friends of the Japanese Garden on campus. In addition, he has served on the Master Plan Advisory Committee for Rancho Los Cerritos in Long Beach and is active in civic and community affairs.