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Get Up & Go! - Rosarito Beach Musical

Rosarito’s “Get Up and Go!” Positive Outlook Reminiscent of High School Musical
Hotel Association and AMPI to work toward improving tourism trend
By Carlos Durán

When the going gets tough, it is said, the tough get going. That was the case during my high school years when we produced the high school musical Get Up and Go! The usual best performers in the classroom and the students that were involved in several activities were also the stars of the show. Another similarity to Rosarito is that the musical was about picking yourself up during hard times, as is the case today in Baja California.

As a Citizen Safety Committee member, I was invited by our chair Lic. Ricardo Moreno to attend the swearing in of officers for the Rosarito chapter of the Mexican Association of Hotels and Motels that took place at the Festival Plaza Hotel. The baton was passed from Laura Torres to IT César Rivera of Hotel Las Rocas. Ms. Torres outlined her tenure of achievements before leaving her post.

First she explained that the association does not receive funding as do COTUCO and CANIRAC chambers, and that all fundraising is achieved by the membership. She then outlined some gains to improve their services, such as security courses and customer service classes coordinated through the SECTURE and CANIRAC agencies. Events such as the International Surf Contest, Basketball Tournament and Press Convention for Tourism Journalists were on the list of promotions sponsored by the association. An important step was to make the State authorities aware of their efforts. That effort resulted in the attendance of Lic. Raúl Aragón, the Baja California Delegate for Rosarito as well as his congratulatory remarks that evening.

The incoming President IT César Rivera of Las Rocas Hotel began his two-year tenure by announcing three important goals. To begin, increase membership numbers and participation in the association. Then, to prepare a comprehensive marketing plan for the association, as well as to outline a plan for times of crisis, both economic and safety. And most important, to launch a public relations campaign to benefit the tourism industry in general.

Before Mayor Hugo Torres performed the swearing in, he indicated his day began with an AMPI realtors association meeting in which the group was sitting on nearly $200 million in investments in condos and developments. The AMPI realtors are eager to join forces with the hotel association to promote the region as they realize we need visitors first, to then schmooze them into becoming buyers. He also mentioned Rosarito’s effort to offer foreigners the opportunity to mail their traffic citations by mail. That idea has not taken root in Tijuana and Ensenada and he urged the authorities to recognize this important public relations tool. Mayor Torres also expressed the need for additional funding by the State and Federal authorities to reinvigorate tourism in the region.

My good friend Laura Miller (voted Best Realtor 2008 by Mexico Living readers) is a board member in AMPI and is charged with the task of new membership. So if you’re interested in participating, please give her a call, her number is in the business listings.

Thanks to Javier López of La Paloma Condos for his guidance and information regarding members and their affiliations. Also in attendance and seated at the head table were Oc. Rosa María Plasencia and Lic. Laura Wong of COTUCO. The ceremonies were followed by a toast and finger food for those in attendance.

So just as in high school musicals, the football star, prom queen and scholarship club’s leaders are again the one’s leading the charge for a positive future for Rosarito. As the lyrics in our own musical went, “You gotta bend your knees, get down and pull up your socks!” I’ll sing it to you (upon request, of course), if we meet.

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