Editor’s note: In this blog series, District Marketing Mojo, Verdin President and CEO Mary Verdin interviews a leader in the world of tourism marketing and communications for attractions, special districts and business improvement districts each month. Check back here regularly for new interviews.
In the vibrant landscape of experiences and destinations, Sensorio stands as a beacon, captivating visitors and resonating within the community. The Sensorio team meticulously monitors reviews and comments, valuing the narrative that unfolds, not merely in individual testimonials, but in the collective gratitude expressed by local businesses and residents. Acknowledged for catalyzing cultural vibrancy and drawing visitors, Sensorio has become an integral part of the regional tapestry.
However, recognizing an untapped opportunity, Ryan, the visionary leader, seeks to transcend the label of “the light exhibit in Paso that you can walk through.” His goal is to transform the perception among SLO County residents, inviting them to immerse themselves in the all-encompassing, permanent installation that Sensorio has become. Through this strategic shift, the objective is clear: to bring more locals to Sensorio, fostering firsthand experiences and amplifying awareness to solidify its lasting impact within the region.
Sensorio: A Radiant Blend of Light, Technology & Hospitality in Paso Robles, CA
Nestled in the picturesque rolling hills of Paso Robles, California, Sensorio stands as a unique outdoor cultural attraction that seamlessly merges light, technology and hospitality. This captivating destination invites guests to sip and stroll through a radiant field of lights, creating an immersive experience that appeals to various sensory levels and leaves visitors with unforgettable moments.
Ryan Hopple: Luminary Leader
General Manager Ryan Hopple brings his experience in hospitality and guest services and blends that with a strong understanding of operations, facilities and fiscal management. Ryan stepped into hospitality as a teenager, working at the local mom ‘n’ pop pizza spot in his small Ohio town and eventually working his way up to manager while completing his senior year of high school. He credits the owner, Kevin, for giving him the opportunity to learn and grow, and they are still in contact today.
The other strong career influence in Ryan’s life came from his late Aunt Pat, who put him on the path to a career in hospitality. She had owned a catering business and banquet venue before Ryan was born, but her kitchen remained a gathering place for the family, where she would put on large dinners. His memory of her is working with the commercial mixer in her kitchen and apron on, cooking for everyone.
As GM since May 2023, Ryan has integrated quickly into the landscape of lights and is leading his team to create unique experiences for visitors. The goal is to ultimately realize the owner’s vision of expansion through innovation, with new exhibits being added on a regular basis and future plans to build a hotel and conference center at the site.
Ryan says one of his favorite things about Sensorio is what sets the attraction apart from anything else in the area: the palpable unexpected awe it elicits from new visitors, something that needs to be experienced to be understood. Ryan explains that “when guests first walk into the Field of Lights, they are taken back with just how big the venue is and how the topography of the land immerses the guest within the exhibits and takes them to a place to relax, reflect and enjoy.” The tranquil property is set away from city lights and noise. To ensure the best possible experience, cellphones and flash photography and videography are not allowed.
From Pop-Up to Permanence
Starting as a temporary art installation in 2019, Sensorio made its way through the pandemic and emerged as a bright light at the end of the tunnel. After a short closure, they were able to provide an outdoor experience that people could enjoy while maintaining social distance. In spite of the challenges that came with the pandemic, the owners saw the potential in continuing to build the attraction. The installation became permanent and will continue to grow with new exhibits and innovative experiences, including a separate events area with live music, games for children and adults, signature desserts, and expanded food and beverage options.
Sensorio is the perfect addition to the thriving Central Coast economy. Complementary to daytime activities like wine tasting, hiking, cycling and hitting the beach, Sensorio provides a unique nighttime experience to round out the day for families, date night couples and everyone in between. Ryan sees the opportunity to expand their reach beyond California, inviting visitors who can take advantage of direct flights to San Luis Obispo, and also engaging with groups interested in immersive venues. Working with local, regional and statewide tourism organizations, Sensorio is plugged in as a fun and unique experience to enhance a visitor’s stay.
Building a Bright Brand
As brand builders, we know it’s important to position your destination and use authentic storytelling to resonate with your audiences. We also know that the most important part of a brand is how it is perceived by others, based on their experience. As with most destinations, many visitors rely on third-party reviews to find and select activities and experiences. The team at Sensorio closely monitors reviews and comments, and they value the narrative that has been created within the greater community.
It’s not just about individual reviews but also the collective gratitude from local businesses and residents, acknowledging Sensorio for bringing in visitors and contributing to the region’s vibrant cultural scene and reputation. Ryan sees opportunity here, as well. In addition to out-of-towners, he wants to bring more San Luis Obispo County residents to experience Sensorio firsthand and to shift its reputation as “the light exhibit in Paso that you can walk through,” to a broader all-encompassing destination you can return to time and again to have an immersive experience or celebrate a special occasion. Now that it’s a permanent installation, it becomes more important to raise awareness in the region.
Future Focused
When I asked Ryan what he would do if there were no barriers or constraints, he imagined a time portal where he could go five years into the future and see what they have been able to accomplish with Sensorio’s innovative build-out. Conversely, if Ryan could go back in time and give his old self some advice, he’d tell himself, “Don’t sweat the small stuff. Things happen … how you move forward and figure things out is the big thing, and the opportunity. That’s how you learn.” That is the attitude and approach that will make Sensorio a West Coast must-see destination for food, wine, live music and, of course, the amazing lights!
Experience Sensorio for yourself as a place to relax, reflect and relish in unexpected moments of joy. The newest exhibit, DIMENSIONS by HYBYCOZO incorporates larger-than-life metal sculptures that celebrate the inherent beauty of geometric form and pattern, and compose them in ways that harmonize the experience of sculpture, light and shadow. HYBYCOZO is short for The Hyperspace Bypass Construction Zone and represents the artists’ ongoing journey investigating the myriad dimensions of geometry.