J.J. Jenkins
jjjenkins.md@gmail.com
Bentley Murdock is a new kind of ambassador. He won’t travel to foreign countries or meet with leaders to determine global policy, but he’ll direct social media for San Luis Obispo in an attempt to drive virtual and literal tourists to the Central Coast.
Murdock was selected to be the city’s first social media ambassador after an application process run by Rosetta Marketing, in coordination with city government, whittled down 44 candidates to one. After the final round of interviews with city officials, Murdock was approved unanimously according to the San Luis Obispo’s tourism manager, Molly Cano.
“Bentley is someone that puts people at ease, he’s somebody that you want to listen to,” Cano said. “Instead of speaking to people, he speaks with people. He embodies value and the character of San Luis Obispo.”
Murdock developed that character during his 20 years on the Central Coast, most of his adult life, as a musician and a mentor for troubled youths. Though he credits his connection with the city’s younger generation to his ability to rally support during the campaign, he was mostly known for his music before running for the position.
“My focus was always on music and helping kids to set goals and make changes in their lives,” Murdock said “So, it will be fun to continue working with them and now their parents.”
His music career will take a backseat to his new full-time position, but he looks forward to using his talent to record songs about the Central Coast to attract positive attention to the area.
In his role as the city’s social media ambassador, Murdock will direct a campaign dubbed “ShareSLO” from dedicated Facebook and Twitter accounts, among other online platforms, with the goal of revamping the city’s presence online and in the real world, according Cano.
“The way we described (the job) to Bentley was, ‘Be everywhere and do everything,’” Cano said. “(Residents) will be seeing Bentley across all types of events.”
One of the most prominent recent events in the city was the SLO Marathon on April 7, which Murdock completed.
He is employed by Rosetta Marketing, which has a contract with local hotels and has the goal of increasing tourism, and will work in coordination with the the city council and mayor Jan Marx. The city government, the Chamber of Commerce and Rosetta interviewed the top 10 applicants, who were determined by votes on their original video résumé on ShareSLO’s Facebook page, and the decision was announced on Feb. 28.
“It’s really refreshing to see a city come together like that,” he said. “I’ll be working personally (with the city government) on brainstorming and putting together ideas and workshops with all those people.”
Some of those plans will involve students, Murdock said, but details are scarce. Still, he emphasized the importance of Cal Poly and Cuesta College students making the Central Coast a welcoming and forward-thinking community.
“Between Cal Poly and Cuesta, (students) make up a large demographic of SLO County,” he said. “There are so many resources within that student body, because these are people that are coming from all over the world, even. They’re coming to this tiny little cosmos of happiness that we call SLO and they’re going to take everything that they learn and share it with the world.”
He also said the campaign will be soliciting advice from student groups on campus, such as the Triathlon club or ASI, to brainstorm ways to reach out and bring the larger California community to San Luis Obispo.
Recreation, parks and tourism administration senior and Poly Reps president Nick Taylor said the group would be pleased to dedicate as many resources as it took to accommodate the increase in tourism.
“It would definitely be a positive outcome to have more people see the campus,” he said. “Poly Reps could help make (the city) a mini tourist attraction.”
San Luis Obispo has received increased attention in recent years, earning Oprah’s praise as the happiest city in America and the distinction as one of the Los Angeles Times’ top 10 places to travel, feats that will change the city, though not negatively, Taylor said.
“San Luis Obispo thrives on being a small town, but with its new recognition, there will be more people,” Taylor said. “It’ll have a different vibe, but it will be good for the city.”