Exploring California’s Central Valley: A Visit CA Conference Recap

by Rebecca Briggs Baker

As the new manager of the California Welcome Center in Pismo Beach, I recently had the privilege of attending the Visit CA conference in Modesto. This multi-day event provided invaluable insights into the richness of California’s diverse regions, as well as a chance to network with fellow Welcome Center managers and staff. From tasting locally made olive oil to appreciating the arts and agricultural heritage of the Central Valley, this trip was an inspiring reminder of the role Welcome Centers play in connecting travelers to the unique stories of our state.

A Sweet Start with Robert Ferry’s Gourmet

The conference began with a delicious introduction to one of the Central Valley’s iconic flavors: almonds. We sampled almond milkshakes from Robert Ferry’s Gourmet, a standout establishment renowned for its premium almond-based treats. The shakes were creamy, flavorful, and a testament to the region’s dedication to quality and innovation. This indulgent start set the tone for a trip centered on discovering the best the area has to offer.

Art in Unexpected Places: Downtown Modesto’s Murals

Next, we embarked on a walking tour of downtown Modesto, where vibrant murals transformed the streets into a living gallery. These artworks weave stories of the region’s history, culture, and aspirations, inviting viewers to engage with Modesto on a deeper level. The murals offered a compelling blend of heritage and modernity, reflecting the city’s dynamic character.

As I strolled through these art-filled streets, I was inspired by how visual storytelling can elevate a traveler’s experience. It’s a reminder of the role art plays in tourism—creating memorable moments and fostering a sense of place.

A Culinary Experience: Olive Oil and Beer Tastings

Following the mural tour, we explored Modesto's culinary legacy with two distinct tasting experiences that showcased the region's flavors. Our first stop was at Sciabica Family California Olive Oil, a company with a remarkable history dating back to 1936. Established by Nicola Sciabica, who immigrated from Marsala, Sicily, and brought his expertise in olive oil production to Modesto, the family business has grown into a staple of California agriculture. Their Marsala® Brand Olive Oil is recognized as the oldest continuously produced olive oil in the United States.

At the tasting, we sampled a variety of Sciabica’s premium olive oils, each offering a unique flavor profile, from fruity and robust to mild and buttery. Experts guided us through the subtleties of their production process and the nuances of each oil, deepening our appreciation for this regional treasure.

Afterward, we transitioned to a craft beer tasting that highlighted the innovation and creativity of Modesto’s brewing scene. With a range of flavors from crisp lagers to bold IPAs, the tasting emphasized the diversity of the area’s offerings. This experience celebrated the vibrant beverage culture that complements the region’s rich agricultural roots.

These tastings, though separate, were a testament to the quality and care that define Modesto’s local products. They provided a vivid sensory connection to the Central Valley, inspiring ideas for how we can introduce travelers to similar experiences along the Central Coast.

Immersing in Agriculture: Rodin Farms Tour

The next stop was Rodin Farms, where we dove deeper into the Central Valley’s agricultural roots. The farm tour offered an up-close look at almond orchards, providing insights into the cultivation and harvesting processes. Rodin Farms exemplifies the innovation and sustainability that keep California at the forefront of global agriculture.

Standing among rows of almond trees, we learned about the dedication it takes to bring these nuts from farm to table. This experience was both educational and inspiring, a powerful reminder of the agricultural heritage that fuels California’s economy.

An Evening of Elegance: Dinner, Theater, and Networking

As the sun set, we gathered for a beautiful dinner that celebrated the local flavors and hospitality Modesto is known for. The meal was a highlight of the trip, combining delicious cuisine with engaging conversations.

After dinner, attendees had the option to see a play or continue networking over cocktails. Both options offered a chance to unwind and connect in a relaxed setting, fostering camaraderie among Welcome Center professionals. For me, the evening highlighted the importance of both culture and collaboration in building vibrant communities.

A Morning of Updates and Future Plans

The final day of the conference began with a formal meeting where we reviewed updates from the State and discussed plans for the future of California Welcome Centers. This session was not only informative but also energizing, reinforcing our shared mission to enhance the traveler experience across the state.

Bringing It Back to Pismo Beach

Attending this conference provided a wealth of inspiration for the California Welcome Center in Pismo Beach. From Robert Ferry’s Gourmet milkshakes to the art-filled streets of Modesto, the experiences were a powerful reminder of the stories we have the privilege of sharing with visitors. Travelers seek not just destinations but the unique flavors, sights, and connections that make a trip memorable.

As I reflect on this journey, I am eager to bring the lessons learned back to our community. Whether it’s stocking brochures that highlight our local farms, featuring artwork from our area, or partnering with local artisans to showcase their products, the possibilities are endless. By infusing our Welcome Center with the same spirit of discovery and hospitality I experienced in Modesto, we can continue to inspire and delight visitors to the Central Coast.

In closing, the Visit CA conference was not just a professional development opportunity but a celebration of the shared mission we have as ambassadors of California. I look forward to implementing these new ideas and ensuring that every traveler who stops at the California Welcome Center in Pismo Beach feels the warmth and wonder of our region. Together, we can make California’s diverse stories come alive for all who visit.

If you would like to volunteer at our CA Welcome Center, feel free to fill out our volunteer application here. If you want to learn more about our hours and offers, check out our page here.