Media Contact:
Mayla Lohnes, Public Relations Manager
805.541.8000
FOR IMMEDIATE RELEASE
The Sold-Out Event Brought SLO CAL’s Tourism Industry Together on Sept. 25
to Celebrate Its Innovation, Collaboration and Growth
(Download high-res images HERE. Courtesy of Visit SLO CAL)
San Luis Obispo County, Thursday, September 26, 2024 – Visit SLO CAL (VSC), the official destination marketing and management organization (DMMO) for San Luis Obispo County (SLO CAL), hosted a sold-out SLO CAL Summit 2024 on Wednesday, September 25, 2024, at the Embassy Suites by Hilton in San Luis Obispo.
The annual event, themed “Radical Collaboration,” attracted over 200 participants, including tourism leaders, partners, investors and stakeholders, to celebrate the power of collaboration in driving innovation and regional growth. Attendees engaged in insightful discussions, networked with industry peers and heard from dynamic keynote speakers.
A Milestone Event for SLO CAL Tourism
“We are thrilled with the continued growth of SLO CAL’s tourism industry, which is a vital driver of our region’s economic health and community development,” said Cathy Cartier, President and CEO of Visit SLO CAL. “This year’s Summit reinforced the positive outlook for tourism in SLO CAL, highlighting collaboration efforts that allow us to elevate our region.”
During her presentation, Cartier highlighted SLO CAL’s projected 30% increase in lodging between now and 2031, as well as some consequential challenges SLO CAL faces, including last-mile transportation gaps and workforce development issues. She emphasized that these challenges make collaboration across sectors even more critical, pointing to Visit SLO CAL’s efforts to foster Radical Collaboration—bringing together diverse perspectives to transcend traditional boundaries and create region-wide solutions that benefit everyone.
Key Highlights of SLO CAL Summit 2024:
- Welcome Address and “State of SLO CAL” Presentation: Cathy Cartier, President and CEO of Visit SLO CAL, kicked off the event with a regional update, reflecting on the tourism industry’s resilience and shared progress. She emphasized the importance of unified partnerships and the ongoing efforts to promote the “SLO CAL” brand as a key part of what sets the region apart.
- Keynote Speakers:
- Geoff Freeman, President & CEO of U.S. Travel Association, discussed the “State of the Industry” and highlighted key priorities and opportunities for the travel sector.
- Dr. Eric Solomon, PhD, CEO of The Human OS, delivered a thought-provoking talk titled “From More to Better: What it Means to be Human Right Now,” focusing on human-centered approaches to tourism and community well-being.
- Panel Discussions:
- “How Sustainability Impacts Your Bottom Line and Brand:” Moderated by Joel Peterson, Executive Director of Paso Robles Wine Country Alliance, the fireside chat featured Hilary Graves (Booker Wines) and Andy Niner (Niner Wine Estates).
- “Fostering Radical Collaboration:” Moderated by Tammy Haughey, Managing Partner of The Shipyard, the panel featured industry experts including Jack Penning (Volaire Aviation), Stacie Jacob (Travel Paso) and Karen Tillman (Cal Poly, San Luis Obispo). Panelists discussed how cross-sector collaboration is essential in shaping the future of SLO CAL’s tourism landscape.
- Networking Reception and SLO CAL Crafted Pop-Up: The Summit concluded with a lively reception, offering attendees a chance to network and explore local artisanal products at the SLO CAL Crafted pop-up market. The reception also featured a Paso Robles Distillery Trail signature cocktail, local wine and beer and a Central Coast Creamery charcuterie board.
Visit SLO CAL continues to champion the unique identity of the region, showcasing the diverse communities including Arroyo Grande and Atascadero, long-standing ranching families and winegrowers in Paso Robles Wine Country and the SLO Coast Wine Region, the lively atmosphere of San Luis Obispo, and communities along Highway 1 including Avila Beach, Cayucos and Grover Beach.
For more information about Visit SLO CAL, visit slocal.com or email Mayla Lohnes, mayla@slocal.com.
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ABOUT SLO CAL & VISIT SLO CAL:
SLO CAL, located midway between San Francisco and Los Angeles, offers more than 100 miles of breathtaking coastline, expansive vineyards covering over 40,000 acres and scenic roads, making it a must-visit destination on California’s Central Coast. It’s unforgettable stretch of Highway 1 is an unforgettable journey through some of California's most captivating coastal landscapes.
As the countywide non-profit destination marketing and management organization (DMMO), Visit SLO CAL promotes this region’s slower pace of life and immersive guest experiences. Visit SLO CAL is responsible for promoting SLO CAL as an attractive travel destination and a dynamic place to live and work. Through the impact of travel, Visit SLO CAL strengthens the economic position and provides opportunity for all people in the community. Built on research with a strategy of continuous improvement, Visit SLO CAL aims to establish SLO CAL as a favorite West Coast destination known for its unique, immersive experiences. For more information, go to slocal.com.
ABOUT SLO CAL SUMMIT:
Visit SLO CAL’s SLO CAL Summit is an annual celebration of the tourism industry. This event brings together multiple sectors throughout SLO CAL including lodging investors, tourism-facing businesses, elected officials and destination marketing organization (DMO) partners for an afternoon of education, updates from SLO CAL’s President & CEO and networking. For more information, go to slocal.com/partners/destination-summit.
ABOUT SLO CAL CRAFTED:
SLO CAL Crafted celebrates the outstanding quality of farmers, crafters and artists in San Luis Obispo County (SLO CAL). Fine wines, hand-shaped surfboards and award-winning olive oils are just a few of the exceptional SLO CAL Crafted products coveted by locals and adored worldwide. SLO CAL Crafted is an initiative of Visit SLO CAL, and an organization working to inspire travel and foster unique experiences to create life-long ambassadors and economic growth for SLO CAL. For more information, go to slocal.com/slocalcrafted.
