Region six: Central Coast.

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CENTRAL COAST OVERVIEW

The Central Coast Region is located along the Pacific Ocean between San Francisco and the Ventura Area of Los Angeles. Coastal counties of Santa Cruz, Monterey, San Luis Obispo and Santa Barbara make up the region, as does the inland county of San Benito.

Farming is a major part of the regional economy. It accounted for a gross value of nearly $2.3 billion for the five-county area's agricultural production in 1989, eleven percent of California's total production. Strawberries, flowers, broccoli, cattle and avocados, as well as the specialty crops such as garlic and artichokes are grown here.

Farmland is 60 percent of the region, and government-owned land accounts for another 28 percent. National forest and state parks and beaches make up the majority of government land areas, with a military reservation and an air force base as well.

The area experiences a generally cool climate along the beaches and the coast, with gradually warmer temperatures inland. Annual rainfall averages between 10 and 15 inches.

DEMOGRAPHICS:

The population of this region is relatively small. Current statistics place the five-county figure at 1,262,000 people. Total land area is 7,188,000 acres. With a fairly rugged terrain in the eastern half of the region, the majority of populated areas are along the coast and along Highway 101, the major north-south freeway. The five largest cities are Salinas, Santa Barbara, Santa Maria, Santa Cruz, and San Luis Obispo.

REGIONAL ECONOMY:

The strongest economic sectors include government, trade, services, agriculture and manufacturing. Agriculture accounts for over 10 percent of total employment, and the trade and services sector is responsible for almost 46 percent of all regional jobs. A large portion of the trade business comes from wholesalers who sell the agriculture produced in the area. Tourism adds a large number of service-related jobs with all five counties strongly dependent on tourism as an economic mainstay.

Manufacturing takes up 9 percent of the regional employment, with food processing, electronic equipment and printing and publishing its strongest components.

LABOR FORCE:

The labor rate for individual counties varies greatly throughout the region. San Luis Obispo County, at 7.1 percent, has one of the state's lowest unemployment rates. Santa Barbara has a 7.7 percent rate and Santa Cruz 9.1 percent. San Benito and Monterey Counties experience a higher unemployment rate due to the seasonal agricultural employment.

Income throughout the Central Coast Region tends to be lower than the statewide average. In 1988, with an average statewide per capita income of $18,753, regional income ranged from a low of $14,841 in San Benito County, to a high of $19,897 in Santa Barbara.

ECONOMIC BULLETS...

* Monterey was founded in 1770 by the Spanish and served as California's first capital.

* The Monterey Bay National Marine Sanctuary is the largest marine and coastal protected area in the United States. It also ranks second in the world, after Australia's Great Barrier Reef.

COUNTIES OF THE CENTRAL COAST

MONTEREY COUNTY

The Monterey Bay Region contains some of the most spectacular scenery in the world. The Monterey Bay National Marine Sanctuary was recently designated the largest marine and coastal protected area in the United States. It is the second largest in the world, after the Great Barrier Reef in Australia. This designation, while protecting the many natural resources, also encourages using the area for commerce, education and recreation.

Agriculture and tourism are the major industries in the Monterey area. Agriculture accounts for over half of the Central Coast Region's total production, with the Salinas Valley in the eastern portion of the county its agricultural center. With mild weather and rich soil, Monterey County is one of the nation's major vegetable-producing areas.

Tourism in Monterey County accounts for nearly 2.5 percent of all travel spending in California. Visitors to the area spent $1.2 billion in 1989, resulting in 20,000 jobs.

There are numerous highways crossing the county, making it easily accessible. Train service is also available via Amtrak and the Coast Starlight.

Numerous towns and cities make up Monterey County including: Salinas, the area's largest city and home to the abundant Salinas Valley; Big Sur with its rugged coastline; Carmel, a quaint town of shops and artists; Pebble Beach and its world-famous golf course and beautiful Seventeen-Mile-Drive; and Monterey Peninsula, with Cannery Row and Fisherman's Wharf.

SAN BENITO COUNTY

Agriculture and trade comprise the economic strength of this county. Combined with Monterey County, it provides almost half of the total Central Coast agricultural employment. San Benito benefits from the protective mountain ranges which help to maintain a temperate climate for successfully growing of lettuce and flowers. San Benito is the region's only inland county.

Tourism contributes strongly to the trade and services sectors of the county with San Juan Bautista State Historic Park in San Benito County. Manufacturing is increasing, with a large share of the business coming from the food products and related industries.

SAN LUIS OBISPO COUNTY

This county has the state's 8th lowest unemployment rate among counties, 7.1 percent. Its very strong tourist-related business accounts for the largest segment of income. Between its quaint seaside beauty and the Hearst San Simeon Historic Monument, San Luis Obispo draws a significant number of visitors. In 1992, an estimated 3.5 million tourists visited the San Luis Obispo County area, spending over $400 million, and employing over 9,000 people.

Manufacturing in San Luis Obispo has had a steady increase over the years, with major industries focused on food and related products, printing and publishing, and electronic equipment. There are approximately 25 acres of vacant land, zoned for commercial and light industrial use, available within the San Luis Obispo City limits.

California Polytechnic State University is a central part of the town of San Luis Obispo, with an enrollment of about 18,000 students. Cal Poly is known for its architectural, engineering and agricultural schools.

The City of Paso Robles, located in the heart of the Region, is the strong growth area of the county. It's population doubled between 1980 to 1990, with a current estimate of 218,000. Often referred to as the "city that makes things happen," it is an area of very low crime with a progressive city government. With its central location, abundance of water and extensive economic development plan, it is being viewed as one of the state's prime locations of future growth.

SANTA BARBARA COUNTY

Government, trade, services, manufacturing, and agriculture are the major industries of the Santa Barbara area. The Los Padres National Forest and the Santa Barbara Mission, combined with one of California's more picturesque beaches, make Santa Barbara a visitor's mecca. Tourist-related industries account for nearly one-half of the county's economic base. Manufacturing continues to grow, with much of the activity in the electronic and transportation equipment sectors. Santa Barbara County enjoys the Central Coast Region's highest per capita personal income.

The University of California at Santa Barbara has an enrollment of 18,500 students and is recognized as an academic pioneer in fields from religion to robotics. It was among the first universities to offer a degree program in environmental studies, and is a leading center for physics, engineering and marine science research.

Vandenberg Air Force Base near Lompoc, offers a strong employment base to local residents. Base officials are hoping to become a commercial space launch facility.

Solvang, the tiny Danish community located two hours north of Los Angeles, is a charming village set in rural surroundings. The town's income is based on tourism, making it a strong contributor to Santa Barbara County's tourist-related economy.

SANTA CRUZ

Santa Cruz County is situated at the northern tip of Monterey Bay, 70 miles south of San Francisco and 45 miles north of Monterey. It continues to be a major destination for visitors, with tourism providing its major sources of employment.

Government and manufacturing employment are also strong contributors, with most of the area's manufacturing base coming from food and food-products sectors, as well as from several high-tech firms. There are over 90 manufacturing plants in the Santa Cruz area.

The University of California, Santa Cruz campus was opened in 1965 and has an enrollment of just under 10,000 students. Population within the county is 236,000 with a land area of 281,000 acres.

FIGHTING BACK...Central Coast Recipes for Success

* Monterey recently became the world headquarters of AT&T's Language Line Services. Calls from all over the world arrive at the company's offices in Monterey from callers in need of immediate language interpretation. AT&T then routes the call to one of a network of interpreters living all over the country.

The business grew out of the need to serve the vast number of customers who do not speak English. AT&T chose the site to be able to take advantage of the large number of potential interpreters available at the Monterey Institute of International Studies as well as the Defense Language Institute.

* Santa Cruz and Monterey Counties have joined forces in the Association of Monterey Bay Area Governments, or AMBAG. Recognizing a need to address those issues specific to the Bay Area communities, AMBAG serves as a marketing and planning tool dealing with local issues:

Sewage capacity is a problem for some communities, but the Monterey Bay Area is fortunate to have new sewage treatment plants under construction or expanding in Monterey and Santa Cruz Counties.

-- The region has turned the problem of solid waste into an advantage by using various recycling programs, including curbside recycling. Also planned is the establishment of the Central Coast Recycling Market Development Zone to provide economic and resource bases for recycling-related businesses.

-- Caltrain passenger train service subsidized by CalTrans, currently operates from San Jose to the Bay Area. An extension of Caltrain service from Gilroy to Monterey is planned, with the appropriation of $17 million due to passage of Proposition 116.

* Santa Cruz County continues its economic recovery following the 1989 Loma Prieta Earthquake. Grants from the Trade and Commerce Agency and the federal government have pumped approximately $4.5 million into the county. Renovation of the old jail building in Santa Cruz is underway.

When completed, the 27,000 square-foot facility will offer office and retail space, creating over 125 jobs. Santa Cruz and Watsonville are both constructing parking facilities to accommodate increased business trade in their revitalized downtown districts.

* The City of Paso Robles is one of the state's strong growth areas. It is often referred to as the "city that makes things happen," due in part to its progressive city government. With its central location, low crime rate, abundance of water, and extensive economic development planning, Paso Robles is being viewed as a prime location for continued relocation.

The City of Paso Robles is examining economic development for the next decade with housing, jobs and industry key focus areas.

-- The Paso Robles Planning Commission and the City Council have already prioritized the need to widen streets and create bridges in anticipation of continued growth. They are looking at a new waste water treatment plant, and upgrading city buildings.

-- The city is actively involved in recruiting new business and retaining those already in place. Long-term leases or private-ownership programs are offered to manufacturers in the 300-acre Airport Industrial Park. Additional manufacturing sites are available throughout the city, ranging from 500 square feet to more than 10,000 square feet.

QUALITY OF LIFE ON CALIFORNIA'S CENTRAL COAST

The Central Coast Region is a mix of sheer, rugged cliffs weathered by the constant pounding of ocean waves, and lush inland valleys that stretch from the coast to meet the rolling green foothills of the Santa Lucia Mountains.

A trip along California Highway 1, takes you on a breath-taking ride through spectacular scenery, often perched high above the ocean cliffs and crashing surf below. It offers a snapshot of the beauty and charm that attracts so many to the area.

The City of Santa Barbara is one of the most beautiful places in the world. Backing up to the Santa Ynez Mountains, its sweeping shoreline looks out over the Channel Islands. The climate is mild and sunny all year, and its air is clean and clear. With a colorful history as one of California's first Spanish settlements, its architecture of white-washed buildings and tile roofs, gives evidence to its heritage. It's a cultural haven, has hundreds of restaurants, offers unlimited outdoor recreation, and is easily accessible by freeway, by train or by major airlines.

The Santa Ynez Valley runs through the central portion of Santa Barbara County and draws visitors to internationally known horse farms and scenic parks. The Danish community of Solvang is set in a rural area and takes you back to a time of slow-paced living and colorful windmills.

San Luis Obispo County has a much sought-after quality of life in an area of white-washed beaches and spectacular mountain scenery. Preservation of this lifestyle is a strong focus of this county. Visitors come from all over to enjoy its miles of beaches and rural, mountainous terrain. There is Morro Bay, a quaint fishing village; Santa Margarita, a cowboy town frozen in time; and, of course, the Central Coast's crowning glory at San Simeon, Hearst Castle.

The Monterey Peninsula in Monterey County, is one of the most highly photographed and scenic spots on earth. Big Sur has stands of redwood trees perched at the edge of a rocky shoreline, with unparalleled majestic views of the Pacific Ocean. Carmel-by-the-Sea covers one-square-mile and is a mecca for artists who gather in this remote setting with a storybook quality about it.

Pebble Beach with its world-famous golf courses, offers breath-taking panoramic views of the Pacific shoreline from its 17-Mile Drive. Along this drive some highly recognized landmarks can be viewed, such as the Lone Cypress made famous by Robert Louis Stevenson, and Cypress Point with views of sea lions, otters and seals.

The City of Monterey is home to Cannery Row, a sardine factory converted into restaurants, shops and the Monterey Bay Aquarium.

The Central Coast takes care of its environment and its people to offer a comfortable lifestyle in the middle of scenic wonder.