Vist Slo Cal

During fy 24, the Slo Cal region continued to flourish as a leader in tourism, setting new records and contributing over $2.32 billion to our local economy. This impressive milestone is a testament to the appeal of our region and the collective efforts of all our Slo Cal communities, investors, partners and stakeholders. Our success was driven by teamwork and radical collaboration. We worked together to elevate the Slo Cal brand through strategic initiatives and meaningful partnerships. The house of brands marketing strategy yielded outstanding results, with 97% of travelers in key markets expressing favorable views of our campaign. This success laid the foundation for a substantial $3.3 million advertising buy aimed at increasing visitation and highlighting our region's unique offerings.

To increase local adoption of the Slo Cal nomenclature, we launched the "my Slo Cal" campaign. The colorful campaign features the genuine voices of local residents sharing their deep love for the region. Designed to strengthen community bonds and promote the use of "Slo Cal" as the region's identity, it was widely distributed across local media channels, with the goal of uniting the community under this shared moniker.

To reinforce our commitment to stewardship, we conducted a resident sentiment study, which explored community members' attitudes and perceptions regarding local tourism and resident quality of life. The findings demonstrated strong support for tourism, with nearly 75% of residents recognizing its importance to Slo Cal's future. Additionally, 66.2% of residents believe that tourism enhances their community, a sentiment that surpasses the state-level average of 46.7% for the industry. In collaboration with San Luis Obispo County regional airport (sbp), we introduced a refreshed logo and brand guidelines for the airport, marking a new era of identity. Together, we celebrated a record number of arrivals, driven by the launch of new seasonal service to las vegas and the expansion of second daily flights to dallas, los angeles and San diego.