Newport Beach looks luxurious from the outside — but its secret sauce is heart, identity, and a fiercely intentional brand strategy.

On #NoVacancyNews, I teamed up with my Friday Night Audit partner-in-crime Craig Sullivan to talk with Gary Sherwin, CEO of Visit Newport Beach, about how one of America's most aspirational coastal cities keeps its charm, avoids the "sea of sameness," and delivers the version of Southern California people dream about.

A big thanks to Actabl — Actabl gives you the power to profit. Visit Actabl.com.

Here's what we cover: 🌴: How Newport Beach built a destination brand that hotels actually use 💼: Why 100% locally owned hotels strengthen the community's identity 🏖️: How Newport avoids the "two people holding hands on a beach" cliché trap 💡: Why luxury now means accessible, customized, and never stuffy 🎯: How the city stays true to its brand promise across every neighborhood 🎨: Why in-house creative helps the DMO avoid homogenized marketing 🎄: How "50 Days of Festive Fun" became a massive holiday driver 🍽️: The rise of high-end dining, RH's splashy opening, and what's coming next 🏆: Why taking creative risks beats playing it safe — every time

Question for you: What U.S. destination delivers the experience you imagined before you arrived?