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By Lookout Staff

November 17 -- With the economy faltering, Santa Monica’s tourism industry is hoping to cash in on local knowledge, courtesy and plenty of smiles with a program targeted to the city’s 16,000 hospitality employees.

Sponsored by the Convention and Visitors Bureau, the City, Santa Monica College and the Small Business development Center, "I am Santa Monica" is an interactive workshop designed “to encourage and empower Santa Monica businesses and their employees to become better informed about Santa Monica and all it has to offer.”

The first hour of this interactive experience includes a city tour that teaches interesting facts about Santa Monica, followed by two hours in a classroom setting located at Santa Monica College’s annex building attached to The Broad Stage.

“The I Am Santa Monica program proved to be a valuable tool for all SMPD staff,” said Santa Monica Police Chief Timothy J. Jackman. “Those who have lived and worked in this city for years came out of the workshop having learned something new about this great city and how to better assist our visitors.”

Established in May 2008, the program has become a blueprint for other destinations and helped train more than 700 official Santa Monica ambassadors representing 50 different businesses, organizations and city departments -- from waiters and concierges to other frontline service employees.

“This program is a necessity for our destination and more important than ever,” said Misti Kerns, President and CEO of SMCVB. “In today’s highly competitive hospitality industry, Santa Monica’s proactive approach to customer service and our employees knowledge of the destination is sure to set the standard for the future and provide us a sustainable revenue flow and keep visitors coming back.

“The attendees leave the class armed with a certification as an official ambassador, employer record, and feeling good about our community while understanding our progressive, caring lifestyle.”

The program is free and open to everyone. Additional hospitality courses are also offered by SMC for service employees who are interested in advanced education.

For more information visit online at IAmSantaMonica.com or call 310-319-6263 and ask for Alison Best or enroll online at IAmSantaMonica.com.