Black Travel Alliance Creators Weekend visits Gold Country

Creators Weekend is a multi-day interactive and creative mini-conference designed to boost attendees' knowledge and skills in content creation, including photography, creative writing, filming, editing, and overall content production. Attending creators get to leverage their skills in real-time, showcasing the host destination to their highly engaged followers.

Through this program, nine Black content creators were hosted throughout Gold Country, which provided an excellent opportunity for this region to connect with a diverse group of talented creators. The group experienced culinary and outdoor offerings starting in Sacramento and traveling through Placer County, El Dorado County, Calaveras County, Tuolumne County, and Yosemite. The creators also got to meet with Black business owners along the way and showcase the area as welcoming to the Black community.

Highlights included culinary experiences at The Roost and Oak Park Brewery, exploring the Auburn State Recreation Area and High Hand Nursery, visiting Black-owned wineries - Mellowood Vineyard and Field Number Fifteen, seeing Big Trees State Park and heading down into Moaning Caverns, experiencing Gold Country history at Columbia State Historic Park and Railtown 1897, and of course sightseeing and hiking in Yosemite National Park.

The total potential reach of these creators is 540,000 across Instagram, YouTube, TikTok, and Facebook.

This partnership kicked off three weeks of Influencer Collective groups in September. Following this trip, Visit California hosted its own Global Influencer Advisory Board in Ventura and then worked with GoPro on their Creator’s Summit, hosting 28 creators for an epic road trip. Partnerships like these allow Visit California to maximize social conversation about the state with a wide and impactful reach. In September alone, between just these three groups, Visit California hosted 49 content creators.