Episode Description
How does a sleepy government town become a destination city? Ask Mike Testa. As President and CEO of Visit Sacramento, Mike has spent the last decade reshaping how the world sees Sacramento — from birthing the Farm to Fork Festival and Aftershock to landing Terra Madre on a ten-year deal.
In this conversation with Mary Daffin, Mike gets into the real mechanics of city-building: how you convince elected officials to turn a family park into a concert venue, why art is what truly sets a city apart, and what calculated risk looks like when there’s no precedent and no guarantee.
Perfect For: Anyone who loves Sacramento and wants to know the stories behind the city’s biggest moments and anyone who’s ever had to lead without a guarantee.
“Art is incredibly important because it shows the personality of a city. Every city has good restaurants, every city has nice hotels. But it’s the art that sets you apart.”
Key Takeaways
- How Sacramento went from government town to Farm-to-Fork Capital and why not everyone liked it
- The stories behind creating Aftershock, Farm to Fork, and Terra Madre
- Why art and performing arts are what truly set a city apart
- What calculated risk looks like when there’s no precedent and no proof
Guest
Mike Testa is the President and CEO of Visit Sacramento, creating and attracting events and programs that grow the region’s prowess as a tourism destination.
Mike helped establish the region’s Farm-to-Fork identity, created nationally recognized events like the Tower Bridge Dinner, and brought the famed Michelin Guide to the city. He built relationships with national promoters to position Sacramento as an ideal festival destination for major music events such as Aftershock and GoldenSky. Under his leadership, Sacramento has attracted new citywide conventions, and he signed the largest convention held in Sacramento, the Unified Wine & Grape Symposium, to a 10-year agreement.
