Press Release: Visit Concord Wins California Poppy Award

News Release: February 16, 2021


Elaine Schroth, CEO & President, Visit Concord / 925-478-5830 /

Sheri Nelson, PR Representative / 415-307-1359 /



Destination Receives Accolades for Best Influencer Campaign


(Concord, Calif.) – Visit Concord was named as winner of a Visit California Poppy Award at last night’s awards ceremony hosted by Visit California. The award is for “Best Influencer Campaign” for a destination.


Visit Concord received the award for their inclusion of actor and influencer Blake Anderson, star of the comedy “Workaholics” to promote Concord’s popular Taco Trail.


Former Concord resident, Anderson along with co-star Kyle Newacheck and friend Teddy Spencer were captured on video and in photos showcasing the many taquerias along the Concord Taco Trail. These lifelong taco lovers bicycled throughout town to indulge in and review the delicious and authentic tacos at each location.


Visit California presented the award to Visit Concord for their strong use of influencer marketing — marketing that enlists individuals, groups, or associations to help advocate for the brand or product to gain credibility and target consumers as a primary communication tactic.


“This is an incredibly special honor”, says Visit Concord CEO and President Elaine Schroth. “It’s the result and reward of a passionate community coming together including our dedicated Visit Concord team, our passionate taqueria owners and an charismatic Blake Anderson and friends.”


Nearly 40 taquerias participate in Concord’s Taco Trail. Visitors and locals are encouraged to download their free Taco Trail Passport from and check-in at participating locations anytime of year for amazing food and prizes.


Each September through October, Visit Concord creates a campaign to spotlight the Concord Taco Trail during National Hispanic Month. During this time, those that check-in have the opportunity to win gift cards and taco trail swag. The person that checks in at the most locations is designated as Taco Trail Champion while the restaurant with the most check-ins wins the Golden Taco Trophy.


Poppy Award recipients are chosen by expert judges from the tourism industry. This year’s awards received a record 218 entries featuring the best and brightest of California tourism businesses and destinations.


See more of the winning campaign here: (video credit: Pat Mosca, photo credit: Visit Concord)





Visit Concord is the brand identity created for the Concord Tourism Improvement District (TID), located in San Francisco’s East Bay. Visit Concord and the TID aim to improve economic growth by building awareness and consideration of Concord as a destination for travelers and meeting and event planners. Serving as the organization that defines the brand, Visit Concord is the source of travel inspiration through creative marketing programs and unique destination events. For more information, go to


Shelbi Walker, Elaine Schroth and Tracy Rogers gather around Visit Concord’s Poppy Award!


The team from Visit California presents the Poppy Award to the team from Visit Concord.


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