Join me, Kelly Brothers, as I engage in a captivating conversation with Mike Testa, CEO of Visit Sacramento, who shares his fascinating journey into the world of destination marketing. Growing up in Davis and spending time in the East Bay, Mike eventually returned to Sacramento, where he discovered his passion for showcasing the city's unique appeal. He opens up about the complexities of his role, especially in challenging times, and the importance of fostering a genuine belief in the city's potential. From conventioneers to sports enthusiasts, Mike discusses Visit Sacramento's strategy to attract a diverse range of visitors, highlighting the organization's funding structure and its pivotal role in enhancing the city's economic landscape.
Listen in as we explore Sacramento's cultural and culinary evolution, inspired by successful music festivals like Aftershock and Golden Sky. Mike shares insights on how these events have transformed Sacramento's image and contributed significantly to the local economy. With an influx of visitors and substantial economic impact, these festivals underscore the city's potential to redefine itself beyond its government town roots. The conversation also touches on the logistical challenges of hosting such large-scale events and the importance of strategic planning in a competitive market.
Our discussion further uncovers the potential for Sacramento to enhance its tourism offerings through developments like amateur sports facilities and soccer complexes. Mike emphasizes how such initiatives could attract tournaments and boost local tourism, while also enriching the city's identity. We delve into Sacramento's vibrant culture, from its "Farm to Fork" movement to its status as the "City of Trees," and the importance of embracing its multiple identities. The episode concludes with a focus on innovative marketing strategies to showcase Sacramento's appeal to a broader audience, leveraging various media platforms to reach potential visitors and strengthen the city's reputation.
You can learn more about Visit Sacramento by visiting: https://www.visitsacramento.com/
For more information on what we provide at CAPTRUST visit www.captrust.com.
You can contact me, Kelly Brothers, through the show at: bisifipodcast@gmail.com
To reach me at CAPTRUST visit www.captrust.com/locations/sacramento-ca/
Chapter Summaries
(00:00) Attracting Tourism to Sacramento
Mike Testa shares his journey into destination marketing and Visit Sacramento's multifaceted approach to attract diverse visitors.
(09:55) Cultivating Sacramento's Cultural and Culinary Identity
Music festivals in Austin and Sacramento have transformed cities, generating economic impact and facing logistical challenges in a saturated market.
(25:05) Transforming Sacramento's Tourism and Identity
Building a soccer complex in Sacramento can attract tourism, benefit local teams, and showcase the city's vibrant culture and multiple identities.
(34:33) Economic Development Ideas for Sacramento
Regional collaboration, economic development, and sports fields are discussed to enhance Sacramento's appeal and vitality.
(46:33) Marketing Strategies for Sacramento
Marketing strategies for Sacramento include targeted advertising, social media, and a significant annual investment in leisure travel promotion.