SANTA CLARITA HOTEL BUSINESS BOOMING.

Byline: SUE DOYLE Staff Writer

SANTA CLARITA -- More people stayed overnight in local hotels in June than in any other part of Los Angeles County, making the Santa Clarita Valley a significant destination point for visitors, according to a PFK Consulting report.

Natural draws to the area include the white-knuckle rides at Magic Mountain, down-home fun at the annual Cowboy Festival and All Corked Up International Wine & Food Festival.

While thousands drive in and out of the area for the theme park, this year an estimated 22,500 people attended the city's cultural events, which are developing a prestigious reputation for Santa Clarita and attracting many to the area.

``More people are recognizing Santa Clarita, and a lot of the way they are getting it is through our association with these events,'' said Jason Crawford, the city's film and tourism administrator. ``Then people think of coming here for trips not related to those events.''

Of the 14 area motels and hotels that line Interstate 5 and local suburban streets, these establishments had a 91 percent occupancy rate in June. The county's next highest occupancy rate over the same period was near Los Angeles International Airport, which had about 86 percent of its hotel rooms filled.

As hotel occupancy booms, prices to stay overnight in them are gradually increasing. The average room rate in June 2005 was $115. Today it's $130, according to the consulting firm's report.

Aside from cultural happenings, the city counts on sporting events to draw in tourists. Thousands poured into town in June for athletic activities.

Santa Clarita's AYSO soccer, for example, brought in about 1,000 visitors for a three-day tournament. An additional 4,000 people came to town for a girls softball tournament. And an annual football festival at Saugus High School saw 500 more in attendance.

Swim Fest 2006 attracted another 500 in June, and the Cranberry Classic Meet saw 1,600 attendees -- many of whom stayed in local hotels.

Already, the city plays host to ice skating and ice hockey championships, pro tennis tournaments and this year's Junior Olympics swim competition. The weeklong AT&T Golf Classic at Valencia Country Club sees 30,000 to 40,000 visitors in February.

The city aims to pack in more sporting events because these activities are the best way to attract visitors, Crawford said.

``That's something we've learned over the last few years and is something we're working toward -- a full calendar year of events,'' he said.

Recently the city announced that it will play host to one of eight days of the 650-mile Amgen Tour of California, which will have about 150 bike riders -- and up to 40,000 fans -- come to town Feb. 24.

With hotels a hot business for the area, three more properties are on the way. The La Quinta Inn & Suites, Courtyard by Marriott and Embassy Suites are expected to open this year.

sue.doyle(at)dailynews.com

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