Business / Economy

San Juan is…..

Local design agency has the task of capturing the essence of San Juan Bautista
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What two or three words would capture the essence of San Juan Bautista? That’s the challenge a local design firm is taking on for the San Juan Committee, a group that promotes the small town.

First of all, where in history do we start? San Juan Bautista was originally a Native American village and the fifteenth mission was founded there in 1797. Despite the challenge, the committee has decided the town is ready for a marketing campaign and is interested in hearing ideas from the community.

Schipper Design, an advertising agency based in San Juan Bautista will be donating a third of the project cost. In a recent interview with BenitoLink, Schipper Design owner, Kathy Schipper, explained that the effort is gearing up and the first level of discovery will begin this week. According to Schipper, on Jan. 27,  an invitation-only forum at the San Juan Bautista Community Center is designed “to start the conversation” with 50 community leaders from the San Juan area.   

Guests are asked to arrive at 5:45 p.m. so they will be prepared to start at 6 p.m.

But anyone interested in helping to identify San Juan Bautista’s unique charms can contribute to the process. There is a San Juan Survey online ( for anyone willing to take the time to answer the questions Schipper Design has formulated. 
The survey will officially be released to the public this Wednesday evening…and the deadline to get your response in is Presidents’ Day, Monday February 15th.


Schipper explained that the project is to identify a logo and “tag line” or simple phrase for the city of San Juan Bautista. “This is an economic endeavor and the San Juan Committee is interested in identifying what we can do to bring more people to San Juan,” she said. The Schipper team will gather information from as many community members as possible.

Residents will be asked to help identify and describe San Juan and its unique characteristics.  Although opinions are welcome and encouraged, Schipper Design will consider the feedback, then offer their recommendations to the San Juan Committee. 


Their goal is to capture the key qualities that might draw tourists to San Juan Bautista. Eventually, they will create a simple image and phrase for marketing purposes. “We’re looking for something we can share easily,” Schipper explained. 

Schipper’s clients include the Monterey Institute of International Studies, Naval Postgraduate School, Marich Confectionery, Lula’s Chocolates, Natividad Hospital, Fresh Express and Fairchild Semiconductor.


Leslie David

Leslie David is a Bay Area independent reporter/producer and is a BenitoLink founding board member. She has produced for radio, television, newspaper and magazines in both California and Wyoming. She was with KRON-TV News in San Francisco as camera-woman, editor and field producer, where she won the Commonwealth Club's Thomas Storke Award with Linda Yee for their series on the Aids Epidemic. She started as a small market news reporter shooting her own 16mm film at KEYT-TV Santa Barbara. Leslie lives on a ranch with her family in San Benito County.