Evolve Santa Barbara, as a tourist destination, from traditional luxury—based on "The American Riviera" tagline—to a more contemporary and expansive position that includes a wider set of experiences that resonate with younger, foodie, craft and adventure travel audiences.
Celebrate the quintessential California coastal destination, elevating natural and manmade experiences through a lens that is uniquely Santa Barbara. Incomparable in its setting, beauty and feeling there is nothing quite like Santa Barbara.
Expand the destination's perception, shining a spotlight on both known and unexpected experiences, featuring emerging areas that represent a cool new vibe for the region.
Facebook Instant Experience
Travel + Leisure Cover Wrap Campaign
Launched in March of 2019, it's too early to report stats, but the new brand and campaign have been enthusiastically endorsed by the city who sees an initial uptick in total room nights sold and driven by an influx of new visitors—with a message that feels contemporary, approachable and authentic.