Our Brand

Welcome to SLO CAL, where life's too beautiful to rush®

In 2017, VSC launched the first-ever countywide destination brand, SLO CAL. SLO CAL represents and unites the entire county through a new logo, trademarked slogan, brand promise, iconic still images and engaging video, which are incorporated throughout VSC’s marketing efforts, including advertising, public relations, social media, the new website, promotional videos and email marketing.

SLO CAL establishes a geographical location for the county while at the same time representing its unique pace of life and personality. The new brand evokes feelings of relaxation and the freedom to experience life at your own pace — the SLO CAL way of life.


In 2016, VSC conducted multiple research studies to inform the branding process including a feeder market awareness study (FMS) and a share of wallet study (SOWS) and demographic study, surveying over 2,200 consumers to gauge the awareness and perception of San Luis Obispo County as a tourism destination.


Through these studies, VSC found that the majority of consumers surveyed did not know much, if anything, about San Luis Obispo County or what the county offers to travelers. When compared to competitors with similar attributes, San Luis Obispo County was perceived as not having any advantage over them and lacking in other desired attributes.


To overcome the lack of awareness and to capitalize on positive attributes, the consumer research was presented to BCF, VSC’s agency of record, to craft a brand that would emotionally resonate with consumers. VSC invited over 900 county stakeholders to interviews and meetings, and used the feedback, in combination with that of the Marketing Committee, Board of Directors, staff and agency to develop brand concepts.

These brand concepts were then shared and tested, both locally and in our key markets, to ensure the final brand and logo accurately represented our destination and effectively engaged potential travelers.


On January 23rd, 2017, the new SLO CAL brand and corresponding “Life’s Too Beautiful to Rush®” (LTBTR) campaign was launched with digital banners, social media, native and video communications in our key target markets of Los Angeles, Seattle, San Francisco, Phoenix, Las Vegas and San Diego.


Our marketing strategy will continue to focus on expanding the brand presence for SLO CAL; growing awareness of the SLO CAL brand and destination; developing a stronger and deeper engagement with visitors and driving demand for visitation to the county. In February 2018, VSC launched the brand new which embodies the SLO CAL brand through more a more robust user experience, all new content and video, imagery.


About Us

Visit SLO CAL is the non-profit countywide destination marketing and management organization for SLO CAL (San Luis Obispo County, CA). Through marketing, advertising, public relations, group sales, promotions, events and sponsorship, our goal is to brand SLO CAL as a choice destination for regional, national and international travelers, promoting the region in feeder markets throughout the world.

Visit SLO CAL partners closely with tourism industry-related businesses including lodging properties, restaurants, wineries, activities, golf courses and retail stores to create a unified marketing approach that fosters growth and creates life-long ambassadors for travel in San Luis Obispo County.

Our Vision | A vibrant and prosperous San Luis Obispo County, fueled by a collaborative and flourishing tourism industry.

Our Mission | Inspire travel and foster our unique experiences to create life-long ambassadors and economic growth for San Luis Obispo County.



Future Focused | Delivering today with an eye on tomorrow 

Collaboration | Our partnerships inform and support economic success

Drive | We bring enthusiasm to our initiatives and a focus on results

Stewardship | We are mindful of our resources and the SLO County brand



To view our multi-year strategic plan, click here.


Chuck Davison, President & CEO

Lisa Verbeck, Chief Marketing Officer

Derek Kirk, Director of Community Engagement & Advocacy

Brendan Pringle, Director of Operations

Michael Wambolt, Director of Travel Trade

Ashley Mastako, Partner Engagement Manager

Kelly Brickey, Communications Coordinator & Film Commission Liaison

Haley Cahill, Marketing Coordinator

Kim Caldwell, Digital Marketing Coordinator

Marc Nieporte, Office Coordinator

Destination Marketing Accreditation Program Logo

Visit SLO CAL is DMAP accredited by Destinations International, this seal serves as a visible industry distinction that defines quality and performance standards in destination marketing and management. 

Visit SLO CAL is privileged to be supported by a dedicated and talented group of professionals who serve on our Board of Directors, Marketing Committee and Advisory Committee. 

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In compliance with the Brown Act, Visit SLO CAL will post all official meeting agendas and meeting information here.

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Visit SLO CAL’s headquarters are located in the heart of SLO CAL –the city of San Luis Obispo. As an Equal Opportunity Employer, we are dedicated to hiring, fostering and maintaining a...

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Our team is delighted to help you find more information on how you can SLOw down and take in the SLO CAL experience. 

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