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BUSINESS WATCH
Local man puts San Clemente on the Web

Steve Johnson says his site is more comprehensive than other SC guide sites and lets people share
their ideas and opinions.

By DEBBIE SKLAR
For The Sun Post News
July 14th, 2006

San Clemente continues to find itself in the limelight as it is being featured yet again on a new Web site, thanks to Steve Johnson, 33, also of San Clemente.

He founded eSanClemente.com, a sole proprietorship, in March and already the site is a hit.

Incidentally, Johnson is not new to this type of business either as he has a very popular site
concentrating on Coronado called eCoronado.com, too. He said the idea came about because he has always been passionate about sharing the city with where he lives with others.

“I've been blessed to live in beautiful locations, so it was always fun to share my experiences. The
Internet gave me a tool to share it on a much broader scale, as well as monetize it as a business. My Web site hobby turned into a real business that kept growing with every HTML page coded and every business or discovery I made in my city,” he said.

So, why did he want to start a San Clemente site?

“When I moved to Coronado, I started eCoronado.com and it quickly grew into the most popular and most
visited Web site on the island. The feedback from locals and visitors was extremely positive and I
was able to create a business around it. I have been coming to San Clemente for about 12 years and
finally decided to move my family here in 2004. I created eSanClemente.com to broaden the business
(now under BeachLocal.com) and as an efficient and profitable way to get to know my new community,”
he said.

Johnson also said that traffic on the new site has increased each month mostly through word-of-mouth,
search optimization and local link exchanges.

“The feedback has been very positive, as well as informative. If we are missing an item or need to
update a listing, visitors let me know and I modify it within 24 hours. There are a few other San
Clemente guide sites, but none are as comprehensive as eSanClemente.com,” he said.

What makes this site unique is the simple fact that folks can share their opinions about the local
restaurants and businesses, he said.

“Local folks love to share their opinion about local businesses. I receive e-mails each week from
locals and visitors about things to add or new reviews of restaurants. There are many eateries in San
Clemente and everyone's feedback is welcomed,” he said.

Johnson said that eCoronado.com is a busy site and a successful one because he was able to build
relationships with local businesses through the Chamber of Commerce, sponsoring local non-profit
organizations and driving large amounts of traffic to eCoronado.com.

“It is successful, because it shares Coronado Island with the rest of the world (or at least those
that can click to it via the Internet). I recently received an e-mail from a London visitor that just
found a summer rental and planned a week's worth of activities through my Web site. Knowing that I'm
helping folks around the world, as well as promoting local businesses and attractions is really
satisfying to me and the goals that I set for myself and the business,” he said.

He also anticipates that eSanClemente will be equally as successful in the months to come.

“In fact, I see eSanClemente.com benefiting initially from the eCoronado.com traffic for San Diego
locals that want to take a short vacation that's only an hour north. I plan to launch additional
beach cities under the domain BeachLocal.com. The network of sites that are being created will feed
off each other and traffic will continue to build,” Johnson said.

Some might be wondering if Johnson's site interferes with the city Web site or if it is competition.

“The City of San Clemente has a great Web site. eSanClemente.com complements the City's Web site and
has different sections that they do not, or cannot offer. For example: real estate, blogs,
restaurant/reviews, photo tours and more,” he said.

Johnson makes his revenue via text and banner advertising, affiliate payments from hotels,
attractions, Google ads and other channels.

“If a business is interested in exchanging goods/services for advertising, we also consider those
relationships,” he said.

Anyone can advertise on eSanClemente.com. Some sections are limited to a set amount of ads, but many
sections are unlimited. Pricing ranges from $20 per month to thousands of dollars a year depending on
the section, ad size and length of contract. Since the site just launched, now is a great time to get
involved, Johnson said.

As for Johnson and his background, he said building beach city Web sites is actually an incremental business to his Monday through Friday job. He works for a software company as a senior marketing manager developing, implementing and tracking online marketing campaigns. When he is not working in front of the computer, he also helps care for his 3–year-old daughter and 1-year-old son.

“I'd be foolish to say that wasn't part of my job, too. Thank goodness my wife tackles the bulk of that position,” he said.

Johnson's degree is in communication studies from Westmont College in Santa Barbara. Since 1995, he has been involved in computers, software companies and online marketing.

“I entered the work world as the Internet was taking off and a lot of my training was learned on the
job. I've been fortunate to have gathered some very good online experience and apply it to every job
I've had since graduating college,” he said.

Johnson is married to Lisa and when he is not working, he is at T-Street, on the tennis court, or
just enjoying a local adventure with his family around San Clemente.

“As much as I love San Clemente, my wife has to remind me to 'disconnect' from the computer and
'play' outside,” he said.


Sklar is a local journalist who writes for several community publications. Her Business Watch column
appears every other Friday in the Sun Post News. E-mail her at Debbiesklar@cox.net.

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