“The past two years were filled with unprecedented challenges for tourism as communities and businesses across the state struggled with pandemic-era hardships,” said Caroline Beteta, president and CEO of Visit California. “The creativity and innovation demonstrated by the tourism industry is truly astounding, and it proves how forward-thinking California remains. The work celebrated at the Poppy Awards underscore our state’s perseverance and has shown the world California is open for business.”
Beteta, alongside Visit California’s board officers, presented the 2022 Poppy Awards during the 14th annual Visit California Outlook Forum, held Feb. 14-15 at the Hilton Union Square in San Francisco and attended by more than 500 tourism industry leaders.
To round out the evening, Beteta awarded the California Dreamer Award, which recognizes individuals who embody California’s pioneering spirit, to Robin and Andréa McBride John of McBride Sisters Collection, the largest Black-owned and female-led wine company in the nation.
“Robin and Andréa blazed their own path and transformed the winemaking industry,” Beteta said. “Their amazing story paired with their undeniable passion and strong values inspire the leaders of tomorrow and show exactly what can happen when you Dream Big.”
“We're honored and humbled to be recognized by our home state. We are California dreamers and our journey is proof that everything is possible!" said Robin McBride. "We hope by breaking down barriers in the wine industry that we can create room for more people of color and women to get a seat at the table (or stand on it), and in turn innovate on new ways to elevate the wine experience," said Andréa McBride John.
The host for the nights’ event was Chase Ramsey, face of “California Dream Eater,” found on YouTube and on Instagram.
A panel of industry marketing experts selected the winners of the Poppy Awards in eight categories, awarding winners in both business and destination categories.
The winners are:
- Best Content Marketing
- Business: The Pines Resort
- Destination: Long Beach Convention & Visitors Bureau
- Best Paid Social Media Campaign
- Business: Terranea Resort
- Destination: Incline Village Crystal Bay Visitors Bureau and Lake Tahoe Visitors Authority, Noble Studios
- Best Cooperative Marketing
- Business: South Coast Plaza
- Destination: San Francisco Travel Association
- Best PR Campaign
- Business: Palisades Tahoe
- Destination: Visit Eureka, Eddy Alexander
- Best Influencer Campaign
- Business: Terranea Resort
- Destination: Visit Concord
- Best Recovery Campaign
- Business (TIE): Boreal Mountain California & Woodward Tahoe, Mulvaney’s B&L
- Destination: San Diego Tourism Authority
- Destination Stewardship & Sustainable Travel Award
- Business: Disneyland Resort
- Destination (TIE): Visit Truckee-Tahoe, Visit Big Bear
- Best Overall Destination Brand Identity
- $1 million & up: Palisades Tahoe
- Under $1 million: North Lake Tahoe Marketing Cooperative
More about the Poppy Awards:
Crafted by California artisan Nicholson Blown Glass in Auburn, Poppy Awards are bestowed every two years to acknowledge the best of California’s tourism promotion. The eligibility period for programs submitted for the 2022 Poppy Awards was Jan. 1, 2020 to Oct. 1, 2021. Submissions were reviewed by Visit California staff, then blind judged by industry committee leadership.
More about Outlook Forum:
Outlook Forum is the premier travel industry conference for California, the No. 1 tourism destination in the United States. Outlook Forum brings together C-suite executives and industry decision-makers from California’s hotels, rental cars, attractions, restaurants, retailers and other travel businesses, as well as representatives from Visit California’s global network of offices.
ABOUT VISIT CALIFORNIA:
Visit California is a nonprofit organization with a mission to develop and maintain marketing programs – in partnership with the state’s travel industry – that keep California top-of-mind as a premier travel destination. For more information about Visit California and for a free California Official State Visitor's Guide, go to visitcalifornia.com. For story ideas, media information, downloadable images, video and more, go to media.visitcalifornia.com.