SLO CAL Summit 

The SLO CAL Summit is Visit SLO CAL's annual celebration of the tourism industry. This event brings together multiple sectors throughout SLO CAL including lodging investors, tourism-facing businesses, elected officials and DMO partners for an afternoon of education, updates from SLO CAL’s President & CEO and networking.


SLO CAL Summit 2023 Highlights 

The Power and Prosperity of a Tourism Brand 

The sold-out travel & tourism event brought together over 200 industry leaders, innovators, visionaries and stakeholders from across the tourism spectrum. This annual event served as a dynamic platform for insightful discussions, including a destination update from Chuck Davison, Visit SLO CAL’s President and CEO, networking opportunities and a celebration of the enduring spirit of the travel and tourism sector. 

  • State of SLO CAL Welcome Address: Chuck Davison, President and CEO of Visit SLO CAL presented a welcome address, sharing insights about the industry’s remarkable resilience and its ongoing growth in a post-pandemic world. Davison emphasized the significance of uniting participants from across the region under the unifying banner of SLO CAL. He also expressed the collective excitement about referring to the San Luis Obispo County region as ‘SLO CAL,’ proudly positioning it as the center of the central coast. 
  • Keynote Speaker: Following the welcome address, Michael Dominguez, President and CEO of Associated Luxury Hotels International (ALHI), delivered an inspiring speech on “The Value of a Strong Destination Brand,” discussing how a robust brand identity and data-driven strategies can significantly influence a business’ profitability. 
  • Panel Discussions: Two engaging panel discussions led by Visit SLO CAL’s Chief Marketing Officer, Cathy Cartier and Visit SLO CAL’s Chief Executive Officer Chuck Davison explored themes including “What Sets Us Apart” and “Issues Facing our Community.” Panelists included Tammy Haughey, The Shipyard; Nick Evans, Pensara; Joel Peterson, Paso Robles Wine Country Alliance; Michael Dominguez, ALHI; Barb Newton, CalTravel; and Ryan Becker, Visit California. These discussions delved into sustainable tourism practices, digital marketing strategies and the importance of collaboration within the sector, offering valuable insights into emerging opportunities.
  • Networking Reception: Attendees enjoyed extensive networking opportunities, fostering meaningful connections and partnerships vital for the industry’s growth. The event featured a SLO CAL Crafted pop-up with eight vendors showcasing local artisanal goods and products from farmers, crafters and artisans.