Taking it SLO: A Stroll Through Cali’s Central Coast
California’s new tax incentive delivers up to 40% savings beyond Los Angeles County, making SLO CAL’s scenery and incentives ripe for the picking.
By Zippy Downing and Miranda Carnessale
There’s something magnetic about San Luis Obispo County - known to locals as SLO CAL—a region where nostalgia, nature, and a savvy film office combine to make an unforgettable FAM Tour experience. From pink kitsch to golden mesas, the Central Coast reminded us that filming destinations are as much about personality as they are about scenery. In just a short visit, we discovered locations that could double for bucolic Europe, the American West, a Moroccan desert, and the pages of a candy-colored fantasy.
twist of kitsch
We began our tour at the Madonna Inn, a roadside beacon of pastel-hued maximalism. With pink-on pink-on-pink interiors, baroque gilded accents, and logoed napkins that match the upholstery, the Inn feels like it was production designed for the screen.
dunE prophecy
Next, we buckled into a five point harness for an adrenaline-fueled ride across the sprawling sands of CA State Parks’ Oceano Dunes District. As the only drivable beach in Central and Southern California, Oceano Dunes offers vast desert visuals combined with logistical access few other locations can rival. The ride itself is a thrill—an unexpected bonus for braver department heads—but the real reward is the narrative potential of this dynamic landscape. Productions like F1 starring Brad Pitt have already recognized the value here, along with countless others - which visitors are invited to discover along the SLO CAL FILM TRAIL.
drinking up the landscape
Pumping the brakes at Cass Winery, we slowed down the pace with a delicious lunch and easygoing tour of the grounds. The vintner, Sterling Kragten, welcomed us personally with a few generous pours before we stumbled past rows of vines, a still pond, and the gentle shade of Valley Oaks. With its timeless pastoral feel, this film-friendly winery could double for parts of France or Northern Italy—a versatile backdrop perfect for international scripts looking to shoot stateside.
Our next stop was Camatta Ranch, a standout for its vast, oak-studded rolling hills and a dramatic mesa accessed via two-track road. The view stretches on endlessly, with nothing but golden grasses and horizon lines. If ever a location begged for a period Western or even badass beauty shots for an off-road car commercial, it’s this one.
As the scouting adventures came to a close, we found ourselves enjoying the catch of the day in Morro Bay. The view was postcard-perfect—an ideal closing scene to a full program of exploration.
Beyond the locations, what truly made this FAM tour stand out were the people we met along the way. Film SLO CAL hosts Matt Halverson and Mayla Lohnes went above and beyond, infusing the tour with energy and humor. Upon departing our posh accommodations at Hotel San Luis Obispo, we were invited to join a roundtable discussion that brought together state and local permitting entities. Moderated by Bill Bartels, President of FLICS and head of the Ventura County Film Commission, the conversation was a transparent dialogue that underscored their genuine desire to make filming in California streamlined and accessible.
Importantly, California has modernized its film tax credit, raising the base incentive from 25% to 35%, with an additional 5% uplift for productions outside Los Angeles County. The program also now offers increased eligibility for more types of productions and is refundable, making it more competitive. With these new economic enhancements, SLO CAL is especially well-positioned to welcome productions, combining strong incentives with a deep understanding of what filmmakers need.
There’s clearly more to uncover in San Luis Obispo, but even in a whirlwind tour, the message was clear: this is a region ready for the spotlight.
For more information on filming in SLO County, visit www.slocal.com/film.