Hoping to boost tourism, the city and the Chamber of Commerce have banded together to form a Visitor's Bureau.
Though Mission San Juan Capistrano attracts about 400,000 tourists a year, city officials are concerned that visitors are not aware of other attractions in town, such as the 200-year-old Los Rios neighborhood, antique shops and restaurants.
The bureau's goal will be to lure tourists to visit more than the mission and to stay longer. Ultimately, the bureau aims to raise overnight occupancy rates at the city's two hotels.
Along with representatives from the city and the Chamber of Commerce, the bureau will also include representatives from the mission, which already has its own visitor information center. The bureau will combine resources from all three entities.