Visit California’s Global Influencer Advisory Board Meets in Mammoth Lakes

Visit California’s Global Influencer Advisory Board (GIAB) convened at beautiful Mammoth Lakes in the High Sierra on June 12–14 2023, where they discussed current trends in the influencer space. Between meetings, the group also enjoyed some summer skiing and snowboarding and other outdoor activities.

GIAB members meet with Visit California representatives every eight to nine months and help inform the organization’s influencer strategy—while also developing content for their channels. The goal of the board is to keep Visit California at the forefront of influencer marketing while simultaneously training ambassadors for the Golden State.

With a total combined reach of more than 2 million users, the board has eight members and a global reach. Jacob Fu (j@jacobthefu) and Esther JuLee (@estherjulee) of Local Adventurer, Tee George (@_asipoftee_), Ciara Johnson (@hey_ciara) and Brianne Manz (@strollerinthecity) are all from the United States. Emily Jane Johnston (@emilyjanejohnston) is based out of the United Kingdom, Carlos E. Lang @care_much hails from Mexico, and Kyle Mulinder (@barekiwi) lives in New Zealand.

Over two days of meetings, the board discussed:

• Emerging social media trends such as de-influencing (telling people what not to buy or where not to go), "granfluencers" (older social media-savvy influencers), travel itinerary apps, and value versus luxury travel.
• The evolution of platforms such as TikTok, Instagram, YouTube, and Pinterest, as well as the entry of newer platforms such as Lemon8.
• New opportunities for collaboration and amplification of creator content.
• Visit California’s current initiatives, including a brainstorm on how creators can help amplify California’s position as the ultimate playground.

In addition to hitting the slopes at Mammoth Mountain for some late-season skiing and snowboarding, the group also took pontoon boats out onto Convict Lake, enjoyed a dip in local hot springs, dined in The Village at Gomez’s and the new restaurant Vulcania, and had a closing evening dinner at Dos Alas after a visit to Clocktower Cellar—recently named best apres ski bar by USA Today. Homebase for the week was the Westin Monache Resort.

The influencers arrived at Mammoth Lakes in true ‘Road Trip Republic’ style. One group started from Berkeley with an overnight in South Lake Tahoe and a drive down U.S. Route 395 stopping at the beautiful Mono Lake. The other group started from Los Angeles with stops at Red Rock Canyon State Park, Lone Pine and the incredible Alabama Hills.

Loads of content has already been produced from the trip, including this collab post between Mulinder and @VisitCalifornia.