How CLM Positioned Santa Ynez Valley as California’s Chic, Gay-Friendly Getaway
When Visit Santa Ynez Valley approached Concept Lab Marketing, they had a clear goal: reposition the area as more than a roadside stop between Los Angeles and San Francisco. Long known for its rolling green hills, Danish-themed town of Solvang, and farm-to-table lifestyle, the region wanted to reach a new audience—LGBTQ travelers seeking chic, welcoming, and authentic California experiences.
Concept Lab Marketing was tasked with leading public relations initiatives, storytelling strategy, photography, and article placement across major publications. What emerged was a campaign that reframed Santa Ynez Valley as a vibrant, inclusive destination.
Setting the Stage: From “Hidden Gem” to Front-Page Feature
For decades, the Santa Ynez Valley was seen as a quiet agricultural enclave—beautiful, yes, but overlooked. Concept Lab Marketing recognized an opportunity: the very qualities that made the valley seem understated—its authentic farm culture, its small-batch artisans, its family-run wineries—were exactly what modern travelers craved.
Before “farm-to-table” and “craft” became overused buzzwords, Santa Ynez was already living them. Concept Lab’s strategy was to transform authenticity into a marketing advantage, framing the valley’s traditions as “farm chic” and amplifying its long history of inclusivity as an LGBTQ-friendly haven.
Spotlighting the Community
A core part of Concept Lab’s communications plan was highlighting local voices. The feature included stories of:
Jessy Osehan’s Hamlet Inn, a reimagined roadside motel turned stylish LGBTQ-friendly retreat.
Winemaker Sonja Magdevski of Casa Dumetz, whose “Feminist Party” label and inclusive hospitality embodied the campaign’s spirit.
Jeff Paaske of Solvang Restaurant, whose family history tied directly into the valley’s cultural fabric.
By putting community leaders at the forefront, the campaign positioned Santa Ynez Valley as more than a location—it became a welcoming network of people, experiences, and stories.
Elevating LGBTQ Travel Through Public Relations
The LGBTQ travel market is valued at over $200 billion globally, and inclusivity is a key driver in destination marketing. Concept Lab Marketing’s campaign tapped into this reality with precision:
Inclusive Language: Articles avoided tokenism, instead presenting LGBTQ friendliness as an authentic, lived value of the valley.
Strategic Outlets: Publications like The Fight Magazine reached readers already seeking travel ideas within safe, welcoming environments.
Cultural Anchoring: By tying Solvang’s Danish history, Chumash heritage, and farm culture to modern inclusivity, the messaging resonated with travelers seeking meaning as much as leisure.
Results: Awareness, Bookings, and Momentum
While Visit Santa Ynez Valley had always invested in traditional marketing, the Concept Lab PR campaign delivered measurable brand lift:
Regional Awareness: Santa Ynez was recast in the media not as a stopover but as a destination in itself.
Community Credibility: Featuring local business owners created authentic buy-in and long-term story equity.
Visitor Engagement: Coverage inspired travelers to book longer stays, explore LGBTQ-owned businesses, and share experiences online, amplifying organic word-of-mouth.
The success of the campaign led to continued coverage, including upcoming features on celebrity chefs, Solvang’s openly gay mayor, and expanded LGBTQ travel guides.
Concept Lab’s Formula for Destination PR Success
This project highlighted what makes Concept Lab Marketing’s approach unique:
Editorial PR vs. Press PR – Instead of pushing press releases, we craft stories publications want to run, blending journalism and marketing.
Authentic Storytelling – We dig into the real community narrative, spotlighting diverse voices and inclusive experiences.
Integrated Content Production – From writing to photography to placement, our agency delivers complete, publication-ready packages.
SEO & Digital Syndication – By structuring articles with search-friendly titles and keywords (“gay-friendly vacation California,” “Santa Ynez Valley LGBTQ travel”), coverage also lives beyond print in the digital search ecosystem.
Community Amplification – Local businesses become advocates, sharing coverage and building a self-sustaining buzz.
Why It Matters
Public relations is no longer just about sending a story to the press. Today, it’s about building narratives that connect destinations with audiences in deeply personal ways. For Santa Ynez Valley, Concept Lab Marketing helped uncover the truth: this wasn’t a destination trying to reinvent itself. It had always been chic, inclusive, and authentic—our job was simply to make sure the world knew it.
As travel continues to evolve, campaigns like these set the standard for how smaller destinations can compete with big-budget tourist hubs—by leading with authenticity, inclusivity, and smart PR strategy.
Read the full Farm Chic article.