For Immediate Release:
December 19, 2013

Sunset SAVOR the Central Coast Prepares for Fifth Annual Event
2013 Event Had $4.5 M Economic Impact on Local Economy

San Luis Obispo County, CA – Event organizers for Sunset SAVOR the Central Coast prepare to move forward with plans for 2014. The growth in attendance and economic impact for SAVOR and overall awareness the event campaign creates for local tourism reaffirms the event’s ongoing success, according to officials for Visit San Luis Obispo County and Sunset Magazine, the authority on western living.

Now ranked among the nation’s top food and wine events, Visit San Luis Obispo County Board of Directors and Sunset Magazine unanimously voted to proceed with the fifth annual event to be held September 25-28, 2014 in San Luis Obispo County.

Throughout the 2013 event weekend, more than 10,500 guests attended Sunset SAVOR the Central Coast, held September 26-29, 2013, reflecting a 5.8% increase in attendance over 2012. The event attracted food and wine lovers from across California and from 33 states and Canada seeking adventure with the annual themed event Time to Play. Revenues from the four-day event boosted the local economy by $4.54 million, a 27.2%increase over 2012.

“Sunset SAVOR the Central Coast has risen to become one of the regions’ most unique wine and food events creating lasting experiences for tourists to San Luis Obispo County,” said Stacie Jacob, Executive Director of Visit San Luis Obispo County. “As the area’s signature event, SAVOR creates national recognition for local tourism positioning theCentral Coast and its unique places as a top destination.”

Beyond SAVOR, San Luis Obispo County continues to garner national recognition: Paso Robles was named “Wine Region of the Year” by Wine Enthusiast Magazine and Lonely Planet ranked the Central Coast among the top 10 travel destinations in the U.S. in 2014.

“The promotional value of SAVOR and these national accolades are key in positioning San Luis Obispo County as a premiere destination for wine, food, adventure and coastal fun,” said Jacob.

Planning for SAVOR 2014 is actively underway. The line-up will focus on the Main Event at Santa Margarita Ranch and include adventure tours, special dinners and VIP events throughout the county. The four-day event is designed to provide attendees a customized and unique experience. More than 36% of attendees participate in more than one SAVOR activity and 2014’s Time to Play will continue to showcase the unique aspects of San Luis Obispo County.

2013 Sunset SAVOR the Central Coast by the Numbers:
· Attendance 10,588 (5.8% increase over 2012)
o 16% Southern CA/Los Angeles Area
o 11% San Francisco Bay Area
o 35.5% from out of county/67.5% San Luis Obispo County
o 60% of attendees average more than $100,000 household income
o 56% attendees are between ages of 45-64
· 36% attendees participated in more than one event during the four-day weekend
· $71.27 average dollar spent on tickets by attendees
· $71,072 estimated local sales tax generated over four-day event
· $372.40 average dollars spent by out-of-town attendees for lodging

Economic Impact Analysis for Sunset SAVOR the Central Coast 2013 prepared by Ken Riener and Patrick Mayeda, Productive Impact LLC San Luis Obispo.

About Visit San Luis Obispo County
Visit San Luis Obispo County promotes San Luis Obispo County through advertising, marketing, public relations and group sales. Its membership base is comprised of over 500 tourism industry-­-relatedbusinesses including lodging properties, restaurants, wineries, golf courses and retail stores. Sunset SAVOR the Central Coast is produced and managed by the organization. For more information on Visit San Luis Obispo County, please visit www.visitsanluisobispocounty.com.

About Sunset
Sunset magazine was founded in 1898 and has become the premier guide to life in the West, covering the newest and best ideas in Western home design and garden, food and entertaining, and regional travel in 13 Western states. It is published in five zoned monthly editions—Pacific Northwest, Northern California, Southern California, Southwest and Mountain— showcasing the region’s unique lifestyle and noteworthy destinations and inspiring its nearly five million readers to achieve the dream of living in the West. The magazine is also available on all tablets. Sunset is part of the Lifestyle group of magazines and websites published by Time Inc.

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