“Culture creates aesthetic. Aesthetic influences design. Design shapes values. Values determine the future. And in the end, it’s all about people.”

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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.

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