NOVEMBER 2025
Editor’s note: In this blog series, District Marketing Mojo, Verdin President and CEO Mary Verdin interviews a leader in the world of marketing and communications for special districts and business improvement districts each month. Check back here regularly for new interviews.
Changing the Conversation: How “SLO CAL” is Redefining a Region
When Visit SLO CAL set out to shift their nomenclature from “San Luis Obispo County” to “SLO CAL,” it wasn’t just a rebrand; it was a bold effort to redefine how locals and visitors alike see the Central Coast. Under the leadership of President & CEO Cathy Cartier, this evolution is positioning SLO CAL as a destination with its own distinct identity, one that is equally as recognizable as SoCal and NorCal while remaining uniquely its own blend of authenticity, creativity, and connection.
Cathy joined the organization in 2021 as Chief Marketing Officer and became CEO in 2024. Since then, she’s guided the long-term initiative to make “SLO CAL” not only recognizable, but loved. “Our goal,” she explains, “is to be as well-defined and well-known as SoCal and NorCal. SLO CAL is an identity that unites all of our individual communities under one all-encompassing name.”
Building a Brand Beyond Geography
Visit SLO CAL’s marketing efforts have been strong over the years. Its award-winning Life’s Too Beautiful to Rush campaign encapsulated the relaxed vibe of the region, while still highlighting the myriad of things to do at the destination, from wine tasting and exploring local and California history to surfing, hiking, and ziplining. But the nomenclature initiative takes branding deeper. It’s about cultural adoption, not just awareness. And that meant they had to start with the locals.
First they launched My SLO CAL, a locally-focused campaign celebrating regional pride. They also collaborated with local artisans through SLO CAL Crafted. As a result of these efforts, the organization has steadily built emotional connections to the name with those who live it everyday. Today, you might see a local candle company producing “SLO CAL” scents, or spot someone proudly wearing a SLO CAL T-shirt—signs that the vernacular shift is taking root.
Cathy and her team have also embraced creative storytelling to bring the brand to life. Initiatives like Unpacking SLO CAL—a collaborative influencer campaign that let each community tell its story within the larger SLO CAL narrative—have deepened engagement both locally and nationally. Likewise, their 12-part Wine-O-One video series, developed with Travel Paso and the Paso Robles Wine Country Alliance, reframed the wine experience as approachable and welcoming. In SLO CAL, dogs, kids, and casual enthusiasts are all part of the story.
Collaboration as a Cornerstone
The success of the SLO CAL identity owes much to what Cathy calls “radical collaboration.” By working hand-in-hand with all eight communities in the county, Visit SLO CAL has ensured that each destination feels represented. “SLO CAL is a house of brands,” Cathy says. “Each community is a room in that house.” That philosophy of inclusion and shared ownership has made partner buy-in a key strength of the campaign, and one of the organization’s proudest achievements.
That spirit of collaboration also extends beyond marketing. Visit SLO CAL works closely with the San Luis Obispo County Regional Airport to advocate for expanded air service, including bringing the national Volaire Air Service Conference to the region in 2026. These efforts help strengthen connectivity and make SLO CAL more accessible to travelers, further reinforcing its position as a standalone destination.
Balancing Tourism and Quality of Life
As with any destination marketing effort, balance is key. Cathy and her team take a thoughtful approach to promoting the region—leaning into shoulder seasons, highlighting lesser-known trails and experiences, and avoiding overexposure of already-crowded spots like the popular and iconic Bishop Peak. “Our mission is not just to market the region,” she emphasizes, “but to balance that with residents’ quality of life.” With more than 300 trails across the county, the new countywide trails program will help disperse visitors and showcase the depth of outdoor adventures beyond the most popular and well-known sites. SLO CAL invites visitors to follow the path less traveled, literally.
A Long-Term Vision Gaining Traction
The transition to “SLO CAL” is a long-term effort, but momentum is clearly building. From local pride initiatives to national recognition, the name is gaining familiarity and affection. The organization’s consistent storytelling and inclusive partnerships are paying off, creating a unified voice for San Luis Obispo County that resonates far beyond county lines.
Through creativity, collaboration, and an unwavering commitment to balance, SLO CAL is no longer just a marketing term—it’s becoming a way of life, a shared identity, and a powerful expression of what makes this region truly special.
Want to see what Visit SLO CAL is all about?
To learn more about Visit SLO CAL, visit them online and follow @visitslocal on Instagram and Facebook. Reach out to Cathy Cartier on LinkedIn.