About Us

Visit SLO CAL is the non-profit countywide destination marketing organization. Its goal is to promote San Luis Obispo County through marketing, advertising, public relations, group sales, promotions, events and sponsorship branding the region as a choice destination for regional, national and international travelers alike. Visit SLO CAL works in partnership with tourism industry-related businesses including lodging properties, restaurants, wineries, activities, golf courses and retail stores to create a unified marketing approach that promotes the Culinary, Coastal and Cultural assets of the County.


A vibrant and prosperous San Luis Obispo County, fueled by a collaborative and flourishing tourism industry.


Inspire travel and foster our unique experiences to create life-long ambassadors and economic growth for San Luis Obispo County.

Core Values:

Future Focused

Delivering today with an eye on tomorrow


Our partnerships inform and support economic success


We bring enthusiasm to our initiatives and a focus on results


We are mindful of our resources and the SLO County brand

strATEGIC Direction 2020

To view our multi-year strategic plan, click here.

board of directors

Clint Pearce, Madonna Inn, San Luis Obispo (—June 2019) • Chair
John Arnold, Holiday Inn Express, Paso Robles (—June 2018) • Vice Chair
Aaron Graves, The Rigdon House, Cambria (—June 2018) • Treasurer
Lori Keller, Martin Resorts (—June 2020)• Secretary
Jay Jamison, Pismo Coast Village, Pismo Beach (—June 2019) • Past President
Jim Hamilton, County At-Large Appointee (—June 2020)
Kathleen Bonelli, Paso Robles Vacation Rentals (—June 2019), Paso Robles
Mark Eads, SeaVenture Beach Hotel, Pismo Beach (—June 2019)
Sarah Maggelet, Sarah's Suite (—June 2019)
Sam Miller, Holiday Inn Express, Grover Beach (—June 2018)
Nipool Patel, Lamplighter Inn & Suites, San Luis Obispo (—June 2020)
Val Seymour, The Front Street Inn & Spa, Morro Bay (—June 2020)
Amar Sohi, The Holiday Inn Express & Suites, Atascadero (
—June 2020)
Roger Wightman, Sandcastle Inn, Pismo Beach (—June 2018)


Audrey Arellano, Cambria Inns
Ashlee Akers, Verdin
Jim Allen, Hearst Castle
Terrie Banish, City of Atascadero
Molly Cano, City of San Luis Obispo
Shari Clark, BCA
Cheryl Cuming, Unincorporated County Business Improvement District (CBID)
Christen Goldie, The Apple Farm
Gordon Jackson, Pismo Beach CVB
Lori Keller, Martin Resorts
Jennifer Little, City of Morro Bay
Heather Muran, San Luis Obispo Wine Country Association
Jennifer Porter, Paso Robles Wine Country Alliance
John Sorgenfrei, TJA Advertising
Danna Stroud, Travel Paso
Jill Tweedie, Breakaway Tours & Event Planning


Jim Bergman, City Manager, City of Arroyo Grande
Matthew Bronson, City Manager, City of Grover Beach
Scott Collins, City Manager, City of Morro Bay
Lynn Compton, Supervisor, County of San Luis Obispo
Thomas Frutchey, City Manager, City of Paso Robles
Barbara Harmon, Council Member, City of Arroyo Grande
Wade Horton, County Administrative Officer, County of San Luis Obispo
Erik Howell, Mayor Pro Tem, City of Pismo Beach
Derek Johnson, City Manager, City of San Luis Obispo
Jim Lewis, City Manager, City of Pismo Beach
Tom O'Malley, Mayor, City of Atascadero
Steve Martin, Mayor, City of Paso Robles
Heidi Harmon, Mayor, City of San Luis Obispo
Rachelle Rickard, City Manager, City of Atascadero
Mariam Shah, Mayor Pro Tem, Grover Beach
Red Davis, Council Member, City of Morro Bay

Our Staff

Chuck Davison President & CEO Chuck@SLOCAL.com

Brooke Burnham Vice President of Marketing Brooke@SLOCAL.com

Michael Wambolt Director of Travel Trade Michael@SLOCAL.com

Brendan Pringle Operations Manager Brendan@SLOCAL.com

Pam Roberts Events and Membership Manager Pam@SLOCAL.com

Yarina Valverde Brand & Digital Manager Yarina@SLOCAL.com

Kimberly Headington Executive Assistant to the President & CEO Kimberly@SLOCAL.com

Jordan Carson Marketing Coordinator Jordan@SLOCAL.com

Kylee Corliss Film Commission Liaison Kylee@SLOCAL.com

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