Matt Halvorson

Matt Halvorson serves as the Director of Destination Insights & Digital Innovation for Visit SLO CAL (VSC), the destination marketing and management organization for San Luis Obispo County, California, leading the organization's data, technology, and innovation strategy — translating destination intelligence into strategic decisions, overseeing digital infrastructure, and driving AI adoption and operational improvement across the organization. He also serves as the Film Commissioner for Film SLO CAL, promoting the region as a premier filming location, supporting production attraction, and advancing film-related economic development for the county.

Before joining the organization, Matt served as the Chief Operating Officer for technology company Atlas Alpha after the media company he founded was acquired by them, relocating him from Los Angeles to the Central Coast. In this role, he demonstrated mastery in business development, digital marketing, and building companies, driving significant growth and innovation.

Prior to the move and company formation, Matt spent 15 years in the film industry serving in marketing and production capacities, first rising to Vice President of International Marketing at Lakeshore Entertainment where he started his career, followed by a five-year stint at Lionsgate overseeing marketing operations, creative advertising, strategy, and communications for all international territories. His time spanned over 100 theatrical releases including a diverse range of titles such as John Wick, Underworld, Hunger Games, Now You See Me, Sicario, La La Land, The Lincoln Lawyer, Age of Adaline, Green Book, Wonder, and Knives Out.

Matt grew up in Crete, Illinois and graduated from the University of Illinois Urbana-Champaign before moving out to California.