Editor’s note: In this blog series, District Marketing Mojo, Verdin President and CEO Mary Verdin interviews a leader in the world of marketing and communications for special districts and business improvement districts each month. Check back here regularly for new interviews.
Brian Tucker: Championing Positivity and Growth at Ventura County Coast
Brian Tucker, President and CEO of Ventura County Coast
As the driving force behind the Ventura County Lodging Association (VCLA), President and CEO Brian Tucker has elevated the Ventura County Coast into a standout destination along California’s coastline. Leading efforts to promote the Ventura County Coast—a region known for its surf-town vibes, small-town charm and outdoor adventures—Brian brings optimism and collaboration to every aspect of his work. While VCLA operates as the official Tourism Business Improvement District (TBID), the visitor-facing brand Ventura County Coast embodies the heart and soul of the region, delivering the message “All Vibes Welcome.”
“Our brand, Ventura County Coast, is how we connect with travelers,” Brian explains. “It captures the essence of this region—a place where everyone can find their slice of the California dream. Behind the scenes, VCLA ensures the infrastructure and partnerships are in place to support that vision.”
This picturesque region encompasses the cities of Camarillo, Oxnard, Ventura and Port Hueneme, each offering a unique personality:
- Camarillo blends small-town appeal with outlet shopping and wine tasting.
- Oxnard showcases rich cultural experiences and a vibrant culinary scene.
- Ventura thrives as a coastal community with surfing, history and scenic beauty.
- Port Hueneme invites visitors to relax and recharge along tranquil shores.
Just a short distance offshore, Channel Islands National Park provides an extraordinary opportunity to explore one of North America’s natural wonders, making the Ventura County Coast an exciting destination for outdoor enthusiasts and families alike.
Tourism as a Catalyst for Community Connection
Brian’s journey to VCLA reflects a lifelong passion for building connections through tourism. Growing up in an entrepreneurial family involved in the marketing and event production space, he learned how experiences can unite people and drive economic vitality.
Throughout his career, Brian has managed and produced hundreds of high-profile projects, from music festivals and business conferences to domestic and international outreach initiatives. He has collaborated with Grammy Award-winning artists, economic and workforce developers, professionals from NASCAR, the NFL and action sports, and political leaders among others.
From this experience, Brian brings strategic thinking and commitment to helping others build strong, sustainable business practices. His collaborative approach and outside-the-box mindset help him leverage resources to inspire success and foster positive community growth.
Since joining VCLA in 2017, Brian has focused on promoting overnight stays and fostering partnerships that benefit both visitors and residents: “My career path has instilled in me a passion for ensuring local leadership and community partners recognize the crucial role tourism plays in the economic vitality of our economy, and how tourism can support all of the other pieces of the community.”
Brian after moderating a County of Ventura Economic Vitality Strategic Plan Listening Session.
Under Brian’s creative and enthusiastic leadership, VCLA has evolved beyond its core mission, addressing workforce development, event support and economic advocacy. A proud milestone came during the 2023 State of the County address, when tourism was recognized as one of Ventura County’s top economic sectors—a reflection of years of dedicated work and collaboration.
Optimism and Collaboration as the Cornerstones of Leadership
Brian’s leadership philosophy is rooted in positivity and his belief in the power of collaboration. A guiding principle in his work is the motto
Humankind (Be Both), a reminder to lead with kindness and empathy.
Brian along with regional destination partners and the Verdin team at a past U.S. Travel IPW trade show.
“Tourism thrives on connection,” Brian says. “When we approach challenges with a positive mindset and work together, the possibilities are endless.” This approach has helped VCLA establish partnerships that extend far beyond traditional marketing, supporting event organizers, collaborating with workforce agencies and driving sustainable growth for the region.
“Our goal is to show people the magic of Ventura County Coast while ensuring the community thrives,” Brian says. “Whether you’re here for adventure, relaxation or family fun, you’ll feel the welcoming spirit that makes this place so special.”
Experience the Ventura County Coast
With year-round sunshine, endless opportunities for outdoor adventure and a commitment to All Vibes Welcome, the Ventura County Coast is the perfect destination for travelers seeking authentic California experiences. Follow @venturacountycoast on Instagram and Facebook to explore this unique region, and plan your visit to discover its magic for yourself.
To learn more about the Ventura County Coastand the Ventura County Lodging Association, visit them online and connect with Brian Tucker on LinkedIn.