The San Luis Obispo County Visitors and Conference Bureau and Sunset, the premier guide to life in the West, announce the third annual Sunset SAVOR the Central Coast to be held September 27-30, 2012. The third annual event returns following a successful 2011, which boosted the local economy by $2.93 million, a 22 percent increase from the inaugural event in 2010. Attendance grew by 20 percent to nearly 9,000 guests attracting more out of area visitors. “The growth trends are impressive for the second year of SAVOR,” said Stacie Jacob, executive director of the San Luis Obispo County Visitors and Conference Bureau. “SAVOR is the type of event that falls in line with our mission to create an experience and market the county as a choice destination leveraging our key assets of food, wine and a lifestyle the traveler seeks. We are excited about year three and our continued marketing partnership with the Sunset magazine team.”
The 2011 four-day event held throughout San Luis Obispo County featured more than 38 local chefs, 200 wineries and a variety of opportunities to interact with Sunset editors at 15 unique events. Special places featured as part of the four-day SAVOR adventure included Santa Margarita Ranch, Hearst Castle, Pismo Pier, San Luis Obispo Mission Plaza, Paso Robles Downtown Square, the coastline from Cambria to Morro Bay to Avila Beach and area artisanal farms and wineries. “Sunset is thrilled that we will be returning to one of our favorite places in the West -- California’s Central Coast,” said Barb Newton, president, Sunset Publishing. “We look forward to providing content, personalities and exposure that will contribute to making 2012 SAVOR’s best year ever.” The plans for 2012 are underway. Event planners will follow a similar four-day line-up giving guests an opportunity to meet local farmers, winemakers, chefs and artisan producers of the Central Coast. New features underway for 2012 include celebrity guest chefs, more opportunities to shop at SAVOR, new backyard farm ideas and a celebration of the new Sunset International Wine Competition. Guests agree with the SAVOR experience as 88 percent said the event met, exceeded or greatly exceeded their expectations in a post survey follow-up. At the same time, 82 percent plan to return in 2012. The 2012 sponsorship drive is underway with national sponsors Oroweat and Infiniti already confirmed with more to come. Event planners thank the dedicated 2011 sponsors who are proudly listed at http://www.savorcentralcoast.com/event_sponsors. Event planners are working closely with returning and new sponsors and the Sunset team to ensure SAVOR the Central Coast 2012 is one not to be missed. Save the date and watch for key updates at www.savorcentralcoast.com. 2011 by the Numbers:
Attendance: 8,872 (20 percent increase from 2010)
More guests from out of the area – 50 percent San Luis Obispo County residents and 50 percent out of the county attendees
• 24 percent from Los Angeles Area
• 5 percent out of state (22 states represented)
• 66 percent of attendees average more than $100,000 household income
• 62 percent attendees are between the ages of 45-64
• 32 percent guest attendees participated in more than one event during the four-day weekend.
• 128 million media impressions captured third-party endorsements
• 100 journalists attended the event
• $67,656 estimated local sales tax generated as a result of four-day event
• $77,234 estimated hotel/motel bed tax generated
• $999,084 estimated total dollars spent by out of town visitors
Economic Impact Analysis for Sunset SAVOR the Central Coast 2011 prepared by Ken Riener and Patrick Mayeda, Productive Impact LLC, San Luis Obispo.
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