SAVOR the Central Coast Brings $2M Boost to San Luis Obispo County

Annual food and wine festival draws over 7,200 attendees from across the country and abroad

Published on Feb. 15, 2026

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The recent SAVOR the Central Coast event in Santa Margarita, California brought over 7,200 food and wine lovers to the region, injecting an estimated $2 million into the San Luis Obispo County economy, according to research from Cal Poly finance professor Kenneth Riener and an independent firm. The annual festival, organized by Sunset magazine, is set to continue as a highly anticipated event in the coming years.

Why it matters

The SAVOR event highlights San Luis Obispo County's growing reputation as a premier food and wine destination, drawing visitors from across the country and even internationally. The economic boost from the festival is significant for the region, which has historically relied on agriculture and tourism as key industries.

The details

The two-day SAVOR the Central Coast event featured food, wine tastings, and other activities that attracted attendees primarily from Southern California, but also from as far away as Texas and London. The Sunset Publishing Corporation, which owns Sunset magazine, confirmed that the festival will continue as an annual event going forward.

  • The 2026 SAVOR the Central Coast event took place on February 15, 2026.

The players

Kenneth Riener

A finance professor at Cal Poly who conducted research on the economic impact of the SAVOR event.

John Summer

The Executive Director of the San Luis Obispo County Visitors and Conference Bureau.

Barbara Newton

The President of the Sunset Publishing Corporation, which owns Sunset magazine and organizes the SAVOR event.

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What they’re saying

“For 2011, we are fully on-board, and our intention is to continue to do it.”

— Barbara Newton (nowandzin.com)

What’s next

The San Luis Obispo County Visitors and Conference Bureau is already planning for the 2027 SAVOR the Central Coast event, which is expected to take place in February 2027.

The takeaway

The success of the SAVOR the Central Coast event underscores San Luis Obispo County's growing reputation as a premier food and wine destination, attracting visitors from across the country and generating significant economic activity for the region.