Santa Barbara: an American Riviera sees tourism growth; resorts, B&Bs, wine country and golf are a magnet for regional visitors.

Santa Barbara markets itself as the American Riviera, but it's also an unofficial demarcation line between Southern and Central California. Not many places can claim such a magnificent gateway.

Those headed south along Route 101 are likely to first see the Channel Islands rising from the ocean just off the coast before the travelers drive down into the charming seaside city of Santa Barbara.

It may look vaguely familiar. Santa Barbara claimed its first movie shoot in 1910 and has been a favorite film location-and hideaway for the stars--ever since. Charlie Chaplin in 1928 built the Montecito Inn for use by his friends; Ronald Colman bought the San Ysidro Ranch for the same purpose. The Hollywood crowd was influential in establishing theaters and performing arts in the city--a tradition still maintained today. Now Fess Parker--once best known for his role as Davy Crockett--is working on a partnership with the local Chumash Indian tribes to bring a larger resort and casino development to the area. Parker already owns and operates Fess Parker's Doubletree Resort.

In recent years, TV shows like Fox's "X Files" and ABC's "The Bachelor" have filmed in the city, and portions of the recent Universal film hit "Seabisecuit" also were shot in town.

For many Californians, Santa Barbara is the ideal weekend getaway. Perched along the shore about halfway between San Francisco and Los Angeles, the city is a magnet for romantics, wine aficionados, artists and history lovers seeking to enjoy California's Spanish heritage. Its temperate climate and rocky coastline dotted with broad sandy beaches make it an irresistible destination.

Just 90 miles north of Los Angeles, Santa Barbara has 100 miles of coastline, a small airport with four airlines providing about 100 flights a day, and charming outlying communities like Goleta, Solvang and the exclusive community of Montecito.

About 25% of its visitors live within a three-hour drive of the city; another 20% come from more distant regions within California.

That makes this year's high gas prices worrisome to some officials, who are concerned the prices will keep some of those travelers home. But the irresistible draw of the California coast may overcome those concerns.

"Everyone is bullish on this summer," said Bruce Baltin, senior vice president of PKF Consulting in Los Angeles.

"The high-end resorts and in-town lodgings in Santa Barbara should do well," he said.

Ranches, Sports Abound

Santa Barbara is a place where B&Bs and sprawling ranches blend peacefully into the landscape. It's chic and urban, but also rural and laid back. Anyone can feel at home. Red tile roofs, a Spanish mission and a picturesque bay make up the landscape. The coastal mountains appear to guard the harbor.

The city was among the first coastal towels to establish a string of resorts--and it was the first to claim title to the moniker, "American Riviera." Today, city promoters use the phrase to market the area.

The promotion is apparently working. Santa Barbara now ranks No. 12 among California's 58 counties in tourist numbers.

The Channel Islands, about 25 miles offshore, stretch like a chain of jewels for roughly 80 miles along the coast. Five of the islands comprise the Channel Islands National Park that provides an abundance of sporting opportunities for visitors from scuba diving and snorkeling to birdwatching and hiking.

In all, Santa Barbara has about 4,500 hotel rooms either at the beach, downtown or within 10 minutes of the city's center. More dot the surrounding landscape.

Top-rated resorts like Bacara, the Four Seasons Biltmore or Harbor View Inn are a draw for corporate and incentive groups as well as the leisure travelers. The recently remodeled Four Seasons also boasts a top-rated restaurant and spa, while at the 78-acre beachfront Bacara, guests can go horseback riding, practice their putting or enjoy the 42,000-square-foot spa in between sessions at its 211-seat screening room or executive conference center.

"We have a nice range of rooms, and off-season can be quite reasonable," said Donna Mulgrew, director of sales for the Convention & Visitors Bureau.

"Planners need to know that it's not unaffordable," she said.

A few miles upland in wine country, guests can enjoy the rural aspects of the county at Santa Ynez Inn, a small boutique lodging where antiques grace each guest room.

Nearby is Southern California's most European town, Solvang, also known as Little Denmark for its windmills, Tudor architecture, Scandinavian food and love for all things related to Hans Christian Andersen. There's even a museum dedicated to the former fairy tale author.

The Inn at Petersen Village is a favorite for corporate retreats, for its private dining and cozy boardroom.

By year's end, the 96-room luxury, boutique Hotel Carrillo will open its doors in downtown Santa Barbara, adding meeting space and a rooftop pool to the city's lodging mix. A fractional ownership property by Ritz-Carlton Club will debut late this year.

Groups seeking the great outdoors experience can rent the entire ranch at Alisal Guest Ranch & Resort. The non-hostile takeover program offers organizers full run of the 10,000-acre ranch, golf courses and equestrian center. Rent the Ranch offers three distinct programs for teambuilding or just plain chilling out. It doesn't come cheap--pricing starts at $42,000 for a two-night retreat--but it's as close to an isolated retreat as some busy executives may get. Another outdoor retreat is El Capitan Canyon, which added a ranch facility and 15 miles of riding trails to its exotic camp spots.

Golf Mecca

Half a dozen golf courses, including one at Alisal Ranch, grace the area. And with an average of 300 sunny days each year and average temperatures in the 70s, the chances of playing on a beautiful day are pretty good.

Those on a budget needn't fret, however. There are activities to suit every budget, from a 12-block Red Tile Walking Tour of the city's historic district and sunning on Butterfly Beach beneath the Four Seasons to shopping European boutiques for luxury lingerie, jeans, swimwear or yoga high fashion. The city has a 3.2-mile bike trail and a zoo to help entertain the tykes.

To celebrate the 50th anniversary of the Santa Barbara Conference & Visitors Bureau and Film Commission, hotels and restaurants throughout the town are offering 1954 prices and fads in what is dubbed as a 'score with 54' promotion. Though prices can be attractive at those rates, many are subject to availability, so an advance call is advised.

Today, Santa Barbara County is one of the state's premier wine touring and tasting destinations. It's one of the world's best regions for Chardonnay and Pinot Noir. About 60 wineries are in the Santa Ynez and Santa Maria valleys alone. Tour companies make wine-tasting trips more enjoyable, as they do the driving and escort you to the county's best spots.

Dining Paradise

Of course, visitors can taste local wine just as easily in Santa Barbara's numerous restaurants. Some say the city has more restaurants per capita than many larger cities. Among new arrivals: Quantum, a 50-seat restaurant/lounge with exotic fare to share; and Eclectico, a retail/cafe/wine bar featuring gourmet mushrooms and imported truffles.

Local produce, wine and seafood are featured at many area restaurants like perennial favorites Brophy's, a New England-style seafood house and Arigato for sushi.

Spas are coming on the scene at a frenetic pace, with no fewer than half a dozen in the city and environs. Specialties range from kids' yoga, Botox and vein treatments to Compu-Lift treatments that renew cells and reduce lines; and a couple of men-only spas. If that's not enough, head to the Vendanta Temple, a convent in the Montecito hills, for meditation.

The Santa Barbara Mission and rose gardens and the county courthouse look over State Street--the central business district-and Sterns Wharf, but they're not the only attractions in town.

For an elegant event, try the gardens at the 13,000-square-foot El Descanso estate in Montecito or a reception at the Santa Barbara Maritime Museum followed by a dine-around at the harbor. Visit Lotusland, a 37-acre botanic garden or eucalyptus groves in Goleta where Monarch butterflies migrate for the winter. There are numerous other museums and cultural events to visit on a chilly day or just for some quiet time appreciating the heritage of the area.

Those that end their Santa Barbara journey in Solvang can take the scenic route on State Route 154 past Lake Cachuma and back to U.S. Route 101 south toward Ventura. Just before reaching Ventura, drivers have the option of taking Route 33 into the foothills where they'll find the town of Ojai and the Ojai Valley Inn.

The Inn is currently undergoing a $46 million expansion of the 80-year-old property. Sixty-two rooms were added in phase one; phase two includes 63 new suites, two new restaurants, a new dining room, expanded lobby, convention center, golf shop, pool and renovated spa.

Ojai is taken from the Chumash Indian word, 'A'hwai,' meaning 'moon.' Though incorporated in 1921, it's still the smallest community in Ventura County with just 8,000 residents and serves as the gateway to the Los Padres National Forest.

Ventura/Oxnard

Ventura County has 42 miles of beaches and a harbor that's developed into a destination in its own right. Here visitors can buy fresh seafood at the weekly Farmers' Market or area restaurants in the harbor, or book a trip to the nearby Channel Islands at Island Packers. There's a marina, shops and lots of room for just strolling and appreciating the landscape. The city has 13 miles of coastal trails, bike paths and a wallkable downtown.

A statue of Father Junipero Serra, a Franciscan Friar who spearheaded the construction of a string of missions across California, watches over the city from the front of City Hall. For a taste of life in an earlier era, groups can tour Olivas Adobe, an 1840s hacienda with a grand garden for buffet dessert or reception. Stay after dark to search for the ghosts said to haunt the adobe.

Ghost hunts are a favorite pastime in Ventura and make for amusing progressive dinners throughout the revitalized Victorian downtown. Walking tours exploring Perry Mason's Ventura visit sites used by novelist Erie Stanley Gardner in Iris creation of the prolific fictional attorney/detective. And a mystery dinner party at the 1890-era Dudley House is inspired by a real Ventura murder from that era.

Though Ventura has been playing catch-up with the group market for several years, it now has a stable of meetings-friendly hotels ideal for mid-size groups. These include the 286-room Ventura Beach Marriott, the Four Points Ventura Hotel by Sheraton and the historic Clocktower Inn, a 50-room renovated property downtown.

But for pure fun and kitsch, visit the Pierpont Inn and Racquet Club, built in 1910 and recently refurbished. Among the most recent renovations is the '50s Flat--a one-time apartment for the club's owner that plunks you down in the midst of what could be a set from the '50s TV show "I Love Lucy." It's furnished with authentic pieces from the '50s and 60s, though L has modern amenities like a microwave hidden behind '50s decor. The Flat is available for receptions or as a guest room. The property, also has a Pierpont Pavilion for groups up to 250.

"Our meeting venue and dining options have been absolutely transformed over the past few years," said Kathryn Carlton, director of sales for the Ventura Convention Bureau.

Among highlights mentioned by visitors: live theater, kart racing, kayaking, and Yellow Umbrella Company beach parties. A new program dubbed the Harbor Blue Plate Special lets individuals design their own dine-around with passports for participating Venture restaurants where visitors enjoy one course at each spot, paying as they go.

"Ventura is getting some pick-up and building its image as a destination city," said Bruce Baltin, senior vice president of PKF Consulting in Los Angeles, which tracks the hospitality industry.

A few miles south of Ventura is Oxnard, named for the former owner of a sugar beet factory in the area. The Oxnard family helped bring the railroad to the era, spurring development. The city's Channel Island Harbor is the launch point for whale-watching trips in season and its River Ridge Golf Club is gaining popularity.

Here you'll Prod the Embassy Suites Mandalay Beach Resort, a 248-suite resort at the beach that features tennis, a spa, bikes, a jogging trail and a snooker room.

Once you've rested up from a trip to the Channel Islands, head on down the 101 for the next stop--the 'mother' city of Los Angeles.