California - A Great Adventure

San Diego, CA,




The mention of California to people in London or anywhere in the U.K. evokes positive emotions, simply from a smile to “good times”.  When I resigned at RBS to come onto this program, my colleagues and management were displaying mixed emotions, wow!, congratulations!, I wish I was going!  We are glad you are not leaving to a competitor but to chase your dreams.Why California you may ask, it is an iconic place from Hollywood, to the Golden beaches, surf and sun, lifestyles of the rich and the famous.  

All symbols of freedom, success, and the good life. California is simply more than a vacation destination, it incorporates the ability to experience a wide and diverse culture and environment.  On the same day you could be surfing on Malibu beach and go skiing on Big Bear.  The terrain is amazing and beautiful, with mountains, lakes and deserts.California attracts the young and the old, family orientated ventures from Disneyland to Universal Studios to Sea World.  Picnics on the beach or bbq’s are a normal sight in the national parks.  California has great appeal and is being marketed to the ordinary British family and individual more so then ever.  The strength of the pound to the dollar (£ 1 = $ 2) makes it a no brainer to attract the British.  

http://visitcalifornia.co.uk is a web site linked to a T.V. advert that has been playing on U.K. screens for the past year.  The advert is bright, invokes inspiration and very witty.  The play with words to make it sound like all we do in California is work is a great piece of imagination.  Ultimately it is an opportunity to escape the Rat race that is London.The guys will like the golf courses, the girls will like shopping on Rodeo drive and the kids will have fun with Mickey Mouse and Co.  The young crowds have a great time from the diverse restaurants to the nightlife in the Gaslamp quarter.  Of course the attractive people in Cali have major appeal to both sexes, and nothing more pleasing is the amount of blondes that are visible on the beaches, streets and nightlife (Stingray!).  

This remind me of the beach boys “I wish they all could be Californian girls” Whilst we incorporate California as a vacation destination, that simply would be foolish.  It is the 4th largest economy in the world, has the greatest number of $ millionaires and even billionaires than the whole of the U.S.  Enterprise and opportunity is available to all which has a special appeal.   Hedge funds and private equity are monster industries as well as Silicon Valley and the vast amount of bio-tech companies.  San Diego has a micro climate / economy and is more capable of going through difficult slowdowns on Recessions then the ordinary U.S. city. We also have to take into account the David Beckham effect, he is a soccer player who now plays for LA Galaxy franchise.  His ability on and off the field attract fans from all over the world to come and visit LA.  This has knock on affects in the economy by the strong consumer spending via the entertainment attractions throughout California.Arnie (the governor of California) is looking for employees to live, work and play, and wants to know “when can you start?”  I have to shout out “I am here and ready for the good life”.

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