Sunset SAVOR the Central Coast Announces 2012 Dates - September 27-30
2011 Event Boosts Economy by $2.93 million

The San Luis Obispo County Visitors and Conference Bureau and Sunset, the premier guide to life in the West, announce the third annual Sunset SAVOR the Central Coast to be held September 27-30, 2012. The third annual event returns following a successful 2011, which boosted the local economy by $2.93 million, a 22% increase from the inaugural event in 2010. Attendance grew by 20% to nearly 9,000 guests attracting more out of area visitors.

"The growth trends are impressive for the second year of SAVOR," said Stacie Jacob, executive director of the San Luis Obispo County Visitors and Conference Bureau. "SAVOR is the type of event that falls in line with our mission to create an experience and market the county as a choice destination leveraging our key assets of food, wine and a lifestyle the traveler seeks. We are excited about year three and our continued marketing partnership with the Sunset magazine team."

The 2011 four-day event held throughout San Luis Obispo County featured more than 38 local chefs, 200 wineries and a variety of opportunities to interact with Sunset editors at 15 unique events. Special places featured as part of the four-day SAVOR adventure included Santa Margarita Ranch, Hearst Castle, Pismo Pier, San Luis Obispo Mission Plaza, Paso Robles Downtown Square, the coastline from Cambria to Morro Bay to Avila Beach and area artisanal farms and wineries.

"Sunset is thrilled that we will be returning to one of our favorite places in the West-California's Central Coast," said Barb Newton, president, Sunset Publishing. "We look forward to providing content, personalities, and exposure that will contribute to making 2012 SAVOR's best year ever."

The plans for 2012 are underway. Event planners will follow a similar four-day line-up giving guests an opportunity to meet local farmers, winemakers, chefs and artisan producers of the Central Coast. New features underway for 2012 include celebrity guest chefs, more opportunities to shop at SAVOR, new backyard farm ideas and a celebration of the new Sunset International Wine Competition.

Guests agree with the SAVOR experience as 88% said the event met, exceeded or greatly exceeded their expectations in a post survey follow-up. At the same time, 82% plan to return in 2012.

The 2012 sponsorship drive is underway with national sponsors Oroweat and Infiniti already confirmed with more to come! Event planners thank the dedicated 2011 sponsors who are proudly listed at Event planners are working closely with returning and new sponsors and the Sunset team to ensure SAVOR the Central Coast 2012 is one not to be missed.

Save the date and watch for key updates at

2011 by the Numbers:
*Attendance 8,872 (20% increase from 2010)
**More guests from out of the area - 50% San Luis Obispo County Residents and 50% out of the county attendees
*24% from Los Angeles Area
*5% out of state (22 states represented)
*66% of attendees average more than $100,000 household income
*62% attendees are between the ages of 45-64
*32% guest attendees participated in more than one event during the four-day weekend.
*128 million media impressions captured third-party endorsements
**100 journalists attended the event
*$67,656 estimated local sales tax generated as a result of four-day event
*$77,234 estimated hotel/motel bed tax generated
*$999,084 estimated total dollars spent by out of town visitors

Economic Impact Analysis for Sunset SAVOR the Central Coast 2011 prepared by Ken Riener and Patrick Mayeda, Productive Impact LLC, San Luis Obispo.

About the San Luis Obispo County Visitors & Conference Bureau
The San Luis Obispo County Visitors & Conference Bureau promotes San Luis Obispo County through advertising, marketing, public relations and group sales. Its membership base is comprised of over 500 tourism industry-related businesses including lodging properties, restaurants, wineries, golf courses and retail stores. Sunset Savor the Central Coast is produced and managed by the Bureau. For more information on the VCB, please visit

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.