Netflix is filming its new series, "13 Reasons Why," in San Rafael and Novato.

Based on the best-selling debut novel by young-adult author, Jay Asher, the 13-episode series focuses on teenage bullying. Directed by Tom McCarthy, who captured a best picture Academy Award this year for "Spotlight," the series will be co-produced by Disney star Selena Gomez and backed by Paramount Television. It stars Katherine Langford, Christian Navarro and Justin Prentice. 

Filming in San Rafael will continue for up to six months, with additional scenes shot in various North Bay locations. The creative services director said the producers chose Marin because "they wanted a little bit more of a suburban environment that was close enough to a major airport such as San Francisco with an existing film community. I think they did location scouting in various places and decided that the North Bay was a good choice."

If the series proves successful, Marin could benefit from increased tourism. 

Chris Stewart, Novato's economic development manager, predicts that Marin's attractions will sell themselves. "I think a lot of these movies and shows that are coming out on Netflix are great to promote the economic vitality of communities. The best advertising we have are the views and vistas of Marin County, whether the oceans or the mountains. When people see shows filmed in certain areas, many of them say, 'Ah! I want to go there. I never knew it existed.'"

The production is also proving a significant boost to Marin's local economy as the stars, crew and many extras eat at local restaurants, frequent retail establishments and stay in nearby hotels.

"The last I heard, it's about 11,000 hotel room nights in San Rafael between now and November," said Deborah Albre, creative services director and film liaison at the Marin Convention & Visitors Bureau. She estimates that the city of San Rafael would receive about $130,000 in hotel tax revenue -- about 10 percent of the hotel bill.

Says Joanne Webster, head of San Rafael's Chamber of Commerce, "It's a very big positive impact. It's heads in beds -- a lot of hotel nights. It generates restaurant and retail sales. They have all these vehicles they use in the film, and sales tax on the gas goes to the city. It's an influx of activity."

Robert Eyler, chief economist of the Marin Economic Forum, said Marin cities could use the Netflix filming as an opportunity to attract other film shoots.

"As the entertainment world slowly migrates northbound to San Francisco from Los Angeles, the city of San Rafael could say, 'Hey, guys, we are a potential destination,'" Eyler said.

Eyler pointed out that "Blue Jasmine," a 2013 Woody Allen movie featuring Cate Blanchett, was partially filmed in Sausalito and Tiburon.

"It harkens back to the days when Industrial Light & Magic was in San Rafael," Eyler said. "The movie business is not new to San Rafael. It's a good signal that there is a possibility of it repeating itself."

Although Marin's future in the spotlight remains to be seen, the county will most definite benefit economically from the series while filming continues. 

Article excerpt from the Marin Independent Journal.

Filming in San Rafael will continue for up to six months, with additional scenes shot in various North Bay locations. The creative services director said the producers chose Marin because "they wanted a little bit more of a suburban environment that was close enough to a major airport such as San Francisco with an existing film community. I think they did location scouting in various places and decided that the North Bay was a good choice."

If the series proves successful, Marin could benefit from increased tourism. 

Chris Stewart, Novato's economic development manager, predicts that Marin's attractions will sell themselves. "I think a lot of these movies and shows that are coming out on Netflix are great to promote the economic vitality of communities. The best advertising we have are the views and vistas of Marin County, whether the oceans or the mountains. When people see shows filmed in certain areas, many of them say, 'Ah! I want to go there. I never knew it existed.'"

The production is also proving a significant boost to Marin's local economy as the stars, crew and many extras eat at local restaurants, frequent retail establishments and stay in nearby hotels.

"The last I heard, it's about 11,000 hotel room nights in San Rafael between now and November," said Deborah Albre, creative services director and film liaison at the Marin Convention & Visitors Bureau. She estimates that the city of San Rafael would receive about $130,000 in hotel tax revenue -- about 10 percent of the hotel bill.

Says Joanne Webster, head of San Rafael's Chamber of Commerce, "It's a very big positive impact. It's heads in beds -- a lot of hotel nights. It generates restaurant and retail sales. They have all these vehicles they use in the film, and sales tax on the gas goes to the city. It's an influx of activity."

Robert Eyler, chief economist of the Marin Economic Forum, said Marin cities could use the Netflix filming as an opportunity to attract other film shoots.

"As the entertainment world slowly migrates northbound to San Francisco from Los Angeles, the city of San Rafael could say, 'Hey, guys, we are a potential destination,'" Eyler said.

Eyler pointed out that "Blue Jasmine," a 2013 Woody Allen movie featuring Cate Blanchett, was partially filmed in Sausalito and Tiburon.

"It harkens back to the days when Industrial Light & Magic was in San Rafael," Eyler said. "The movie business is not new to San Rafael. It's a good signal that there is a possibility of it repeating itself."

Although Marin's future in the spotlight remains to be seen, the county will most definite benefit economically from the series while filming continues. 

Article excerpt from the Marin Independent Journal.