Thursday, August 02, 2007

New hotel leader knows no limits
By Ines Bebea

Beth Javens is the executive director of the Fairfield Hotel Association. (Photo by Brad Zweerink)

FAIFIRELD - Beth Javens is a bolt of lightning. And as the new executive director of the Fairfield Hotel Association, Javens' mission is to implode the awareness level of Fairfield beyond Solano County as a leisure and business destination.

Javens has been at the helm of the association, which has 19 member hotels and motels, for just two months, but her goals are already crystal clear.

She wants to remind consumers of what Fairfield has to offer, build name recognition across the state and attract international visitors to the area.

"The possibilities are endless, and it is a very exciting time to get Fairfield on the map and on the national radar as a destination," said Javens, who has worked in the marketing and tourism industry for more than 10 years. "We are home to Jelly Belly, an international company, and very close to wine country, as well as great proximity to two large metro areas."

The summer months are the peak season for family vacations, and Javens said Fairfield has to tap into the demand for hotel and motel rooms.

"What we want is for people to turn their one-day visit into extended stays," she said. "With an extended vacation, their tourism dollars spread throughout the rest of the community."

Javens' marketing plan also includes attracting companies that need conference rooms to Fairfield hotels instead of watching them go to Sacramento or San Francisco. Fairfield certainly has enough hotels to meet those companies' needs.

"I've heard the argument that Fairfield may be saturated with too many hotels as it is," Javens said. "But our hotels give consumers a wide range of products that can appeal to all different clientele."

Javens' position involves traveling to marketing events, hospitality conventions and trade shows to promote the city.

She also is working in a new visitors guide, Web site and advertising campaign.

Reach Ines Bebea at 427-6934 or

At a glance
Who: Beth Javens
Title: Executive director, Fairfield Hotel Association
Address: 1111 Webster St., Fairfield

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