The sold-out event brought SLO CAL’s tourism industry together on September 25 to celebrate its innovation, collaboration and growth.
SAN LUIS OBISPO COUNTY – 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.”
Cathy Cartier, President and CEO of Visit SLO CAL.
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.
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