June 2025 Experience Industry Management Newsletter

EIM Auction Celebrates Key Fundraising Milestone
 

This past February, students, faculty and supporters of the Experience Industry Management Department came together for the department’s annual Auction Celebration at The White Barn in Edna Valley. The evening marked numerous milestones for the fundraiser. Not only did the event record its highest number of attendees, but the auction celebration also raised over $103,000 for the department.   

EIM Lecturer Jenn Prentice acted as faculty advisor for the event for the second year in a row, but her fourth time overall as the event advisor. When asked why she thought this year was the most successful one yet, Prentice spoke of the dedication of the student planning committee as well as the generosity of so many parents, EIM Advisory Council members and industry partners. “The EIM department is fortunate to have so many strong supporters. Whether through financial giving or giving of their time and resources to our students, we have an exceptional pool of people who are in our corner,” Prentice said. 

The fundraiser invites Advisory Council board members, industry leaders and partners, parents and alumni to Cal Poly to witness the growth, changes and innovation within the EIM department. This year's theme was "Magic Revealed: Elevate. Inspire. Motivate," and the White Barn in Edna Valley provided a scenic landscape for engaging attendees and showcasing the accomplishments of the department. The event has consistently been led by students, from conceptualization to donation solicitation, risk management, vendor contracts, and more, exemplifying the Learn by Doing experience translating into real-world skills. Prentice said that “many of the companies that hire EIM students as interns or employees, say that they notice a difference in the skillsets and event management knowledge that students who have served on the auction dinner committee bring to their organization.” 

The 2025 Auction Celebration proved to be a “family affair” for the department with EIM alumni and Advisory Council members playing a significant role in the event’s success. Kelsey Hitchen (Recreation, Parks and Tourism Administration, ‘17), marketing manager of experiential and culture for Firestone Walker Brewing Company donated the beer for the event. Whitney Hrdlicka (Recreation, Parks and Tourism Administration,‘02), director of trade marketing for Hope Family Wines and EIM Advisory Council member Linda Parker Sanpei (via the Paso Robles CAB Collective) secured the wine donations for the event. Kevin Rubow (Recreation, Parks and Tourism Administration,‘19), catering manager for Old SLO BBQ, provided the dinner. Alicia Cox (Recreation, Parks and Tourism Administration,‘14), venue manager at the White Barn, ensured that the venue was pristine for the fundraiser and Brooke Campbell (Recreation, Parks and Tourism Administration,‘17), owner of Brooke Nicole Events, returned as an alumni mentor to the student committee for her second year in a row. Of her experience working with Prentice and the students these last two years, she said, “EIM faculty and industry professionals who the department connected me with gave so much to me during my time at Cal Poly. It is an honor to now be in a position to give back to EIM students myself.” 

Campbell’s leadership has helped the students on the auction celebration committee form connections with new industry partners, like Draping by Kim, Avenue Twelve, Embellish Vintage Rentals, Austyn Elizabeth Photography, Mark Dillon Luna Florals and Palette and Pine. These event vendors and so many more graciously donated to the event. Additionally, this year’s event sponsors included: Fabletics, Launch Inc., Visit SLO CAL, Boyer Wenter LLP, Launch Inc, Tolosa Winery, Kirvin Doak Communication, John C. Hillman and Travel Paso. 

As previously mentioned, the ultimate goal of the event is to raise funds for the department and showcase the essence of what EIM has to offer and its recent accomplishments. All proceeds from the auction contribute to student learning, travel and student research programs. This year’s event will go a long way in elevating, inspiring and motivating students towards future success. Photography credit: Auslyn Elizabeth Photography

 

 

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Learn By Going Trips

One of the EIM Department’s proudest achievements is the “Learn by Going” fund. Supported by generous donors, the fund enables the department to take students to conferences and hands-on experiences that foster both professional and academic growth. This year, EIM faculty and students attended two major conferences: Visit California 2025 Outlook Forum and CONNECTIONS 2025: CPRS Conference and Expo. 

The Visit California Outlook Forum, held March 3-5, is one of the tourism industry’s premier events, attracting top professionals in hospitality, travel and tourism from across California and beyond. Nine EIM students had the opportunity to attend, gaining valuable insight and making meaningful connections with leaders at the forefront of the industry. Thanks to Ryan Becker, an EIM Advisory Council member, and his team at Visit California, students were also able to volunteer at the event. From assisting with conference registration and breakout session check-ins to supporting green room hospitality, students experienced a true Learn by Doing opportunity. Third-year student Zach Eagle shared, “During my recent experience, I had the opportunity to meet several industry leaders, including a representative from Visit California based in Japan. This encounter was particularly significant for me, as working in Japan is one of my dreams. It made the experience even more enriching as I also had the chance to bond with my classmates and peers.” 

Six students, accompanied by Professors Keri Schwab and Sandy Shen, at the California Park and Recreation Society (CPRS) Conference March 19-20. The conference offered a valuable opportunity for students to build professional connections, explore industry trends and best practices and engage with EIM alumni working in the industry. Throughout the event, students participated in workshops, keynote sessions and networking opportunities, gaining key insights into emerging issues and innovative solutions shaping the industry's future. Several students also presented their research at the CPRS Research to Practice Symposium, enhancing their public speaking skills and building confidence in a professional setting. Second-year EIM student Sydney Korbey reflected, “I gained a lot from attending the CPRS conference. I had the opportunity to connect with industry leaders and professionals from a variety of backgrounds. I also got to present a few research projects I’ve been working on over the past few quarters.” 

These conference experiences exemplify the mission of the EIM Department to provide transformative, hands-on learning beyond the classroom. Thanks to the support of the “Learn by Going” fund and dedicated industry partners, our students are not only expanding their professional networks but also discovering new passions and possibilities for their futures. 

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Advisory Council Meeting at Tolosa Winery 

Twenty students from the Experience Industry Management Department attended a networking event hosted by Tolosa Winery in San Luis Obispo in February. Each year, the advisory council’s role is to provide high-level guidance, advice and direction for all departmental activities in alignment with its mission, vision, goals and objectives. During the meeting, the group’s members discussed the department's well-being, innovation lab updates and introduced new council member Cathy Cartier, president and CEO of Visit SLOCAL. The group had a very productive discussion about how to best support and advance the department during the transition of College of Agriculture, Food and Environmental Sciences new dean Brian Horgan who joins the college in July.  

After the meeting, students were welcomed into the room to listen to the panel, “Beyond the Tasting Room: Agritourism’s Next Chapter,” which featured an insightful conversation led by moderator Linda Sanpei (founder & Chief Executive Officer of Parker Sanpei), alongside panelists Amber Karson (founder & Chief Executive Officer of Karson Butler Events), Josh Baker (CEO of Tolosa Winery), and Joel Peterson (executive director of Paso Robles Wine Country Alliance). They explored the growing impact of agritourism, the importance of community and authenticity and discussed key consumer trends shaping the industry. For the last hour, students had the opportunity to network with the council and industry professionals. The EIM Department extends its sincere gratitude to Tolosa Winery for generously sponsoring the event space and wine. Stay tuned for details on the fall Advisory Council Meeting! 

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Next Up in EIM
 

Past events to highlight: 

EIM and Timbre Winery annual event 
For the second year in a row, the Experience Industry Management Department partnered with local winery Timbre for a unique event: Melody of Flavors, held on March 9 at Timbre Winery’s SLO Tasting Room. Designed and executed by students in RPTA 412 Advanced Experience Industry Management Applications), led by Lecturer Yen Tsustumi, the event offered an exciting and impactful experience that highlighted the intersection of winemaking, community and sustainability. With 175 attendees, the event raised $1,525 for Jack’s Helping Hand, a nonprofit dedicated to supporting children with cancer and special needs. Melody of Flavors not only showcased the creativity and professionalism of Cal Poly students but also underscored the value of community-centered experiences. 

Neuroinclusion farmers project 
For five weeks during spring quarter, the Experience Industry Management Department successfully designed a dedicated space for neuroinclusion at the Downtown SLO Farmers Market. A student team, guided by Lecturer Amber Karson and Professors Keri Schwab and Marni Goldenberg, created the Resilience Room — a calm, welcoming environment for individuals who experience sensory overwhelm or overstimulation in public settings. Located inside the Cal Poly Center for Innovation and Entrepreneurship, the Resilience Room was open and free to all, offering a place to pause, recharge and rejoin the market at one’s own pace. This initiative, part of the research project “Designing for Neuroinclusion at Farmers Markets”, was made possible through the Cal Poly Experience Industry Management Department, a Cultural Arts and Community Promotions grant from the City of San Luis Obispo, the Downtown SLO Farmers Market, and Karson Butler Events. We are grateful for the support and recognition from both KSBY and Cal Poly Mustang News for covering our EIM Pop-Up Resilience Room and helping raise awareness of this important effort. In addition, the department was honored with the 2025 President’s Diversity Award for Excellence in Accessibility and Inclusion by the Cal Poly Office of Diversity and Inclusion. Their dedication also earned recognition from the California State Assembly, the State Senate, and the City of San Luis Obispo. 

Certificate of Completion in Global Sustainable Tourism at the International Engagement Symposium 

Third-year Experience Industry Management students Amelia Iseley and Jordan Lum, in collaboration with Professor Marni Goldenberg, co-authored a presentation for a poster session hosted by the Cal Poly International Center. Their project focused on sustainability in tourism — an increasingly vital topic for students preparing to enter the events, hospitality and tourism industries post-graduation. This project was an incredible Learn by Doing opportunity, allowing the team to educate faculty and staff about the enriching exchange program available to EIM students in Munich, Germany.  

 

 

 

 

 

 

EIM Wins the Undergraduate Division of the 2025 World Cup Innovation Summit Hackathon 

On May 19-21, Professor Brian Greenwood attended the 2025 World Cup Innovation Summit in Dallas, Texas, with four students, Jo Kelly, Lizzy Phillips, Brisa Bergfeld and Kelli Lawson, with support from Interim Department Head Kevin Lin. It was a valuable professional development experience full of meaningful connections and exposure. The trip began at the Star, the Cowboys' headquarters, where they met alumnus Mason Platt (Recreation, Parks and Tourism Administration, ‘19). At the Toyota Stadium, students presented merchandising pitches for U.S. Soccer and networked with executives and venture capitalists. Wrapping up the hackathon, the EIM team of students won the undergraduate division and made a key Cal Poly connection with U.S. Soccer executive Jeff Ora. The summit concluded with a tour and panel at AT&T Stadium, followed by a networking event at Texas Live where students connected with the Dutch soccer delegation. 

 

Future events to stay tuned for:  

• Designing the Journey: Student Experience Audit with a Premier DMO 
  This summer, a handful of students will participate in an exclusive, fully-funded experience audit project with a premier destination marketing organization in California. This real-world, client-based opportunity allows students to apply their industry knowledge and experience design skills in a meaningful and impactful way. Over the course of a three-night stay, students will assess the visitor journey through a combination of curated and self-guided experiences. Their findings will culminate in a comprehensive professional report and presentation, complete with actionable recommendations. 

• Student Opportunity at Cal Travel Summit 2025 
  Lecturer Amber Karson and Professor Marni Goldenberg will attend the 2025 Cal Travel Summit Conference in October in North Lake Tahoe, California. As part of their ongoing neuroinclusion research, they will host a dedicated resilience room, where they will continue collecting data with support from student collaborators. In addition to contributing to the research, students will have the opportunity to network with travel industry professionals, attend educational sessions and participate in student panels, gaining valuable insight and connections within the field. 

back to topCheck out the spotlight video of EIM, made by Student videographers Levi Folkrod and Michael Lee: Watch it here!

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