Table of Contents02 MINUTES
12 CONSUMER MARKETING
17 OWNED MEDIA
22 EARNED MEDIA
26 TRAVEL TRADE
31 ENGAGEMENT & PUBLIC AFFAIRS
38 RESOURCES
VISIT CALIFORNIA | SPRING BOARD MEETING Introduction 1
From the CEODear Board Members,
Visit California’s Spring Board Meeting arrives less than a month before Gov. Newsom’s
announced June 15 statewide reopening. The announcement, alongside improving
COVID-19 numbers and with the welcome reopening of our iconic theme parks, is a green
light to market California tourism. Visit California is pedal to the floor on a $24 million
multilayer marketing platform that’s inspiring Americans and Californians to book their
summer travel in the Golden State.
Visit California is also celebrating California Tourism Month, a clarion call to California
residents and decision-makers to support the economic recovery of one of the state’s
largest employers and its largest export. Visit California is shining a spotlight on the
industry’s resurgence while drawing attention to the thousands of unemployed tourism
workers who are ready to resume their careers.
While the industry must continue to do its part to keep California healthy and open, these
initiatives that unambiguously promote travel during the peak spring season are bringing
increasingly optimistic recovery forecasts closer to reality.
Key discussion items and decisions at the Spring Board Meeting include:
• Electing New Leadership: Board officers’ terms expire at the end of the fiscal year. At
this meeting, the Board will consider Nominating Committee recommendations to elect
a new Chair, Vice Chairs and Board CFO, as well as Executive Committee members.
• Proposed FY21/22 Marketing Work Plan and Budget: The proposed plan explains Visit California’s data-driven marketing allocations, which are intended to maximize ROI on precious marketing dollars and accelerate the industry’s recovery. The board will
consider the FY21/22 budget.
I look forward to making real progress for Visit California’s industry partners as state
restrictions begin to lift. As always, thank you for your leadership.
Dream Big!
Caroline BetetaPresident & CEO Visit California
MinutesFebruary 2021 Virtual Board Meeting Minutes
February 2021 Virtual Marketing Advisory Committee MinutesFebruary 17, 2021
COMMISSION MEETING MINUTES California Travel and Tourism Commission – Feb. 17, 2021
1
CALL TO ORDER The California Travel and Tourism Commission (CTTC) Meeting was held virtually and started at 10:35 a.m. PST on February 17, 2021 with Vice Chair Gene Zanger presiding. AAtttteennddaannccee
CCoommmmiissssiioonneerr RRoollll CCaallll CCoommmmiissssiioonneerr RRoollll CCaallll Bermingham, James (Chair)
Absent Loughran, Will Present
Buffo, Gary Present MacRae, Terry Present Burba, Jim Present Meisner, Jordan Present Clarke, Jason Present Murray, Carla Present Clarke, Peter Absent Myers, Dee Dee Present D’Alessandro, Joe Present Patel, Sima Present Dunne, Michael Present Potrock, Ken Present Eisenbarth, Jeff Pressent Singh-Allen, Bobbie Present Fat, Kevin Present Sonntag, Pete Present Gleason, Robert Present Stocks, Kurt Present Gordon, Dan (Chief Fiscal Officer)
Present Tormey, Paul Present
Harvey, Dan Present Webster, Benjamin Present Irwin, Karen Present White, Scott Present Kelliher, John Present Zanger, Gene
(Vice Chair) Present
Klein, Tom Absent MMoottiioonn mmaaddee bbyy CCoommmmiissssiioonneerr PPoottrroocckk ttoo aapppprroovvee tthhee CCoommmmiissssiioonn MMeeeettiinngg mmiinnuutteess ffrroomm tthhee OOccttoobbeerr 22,, 22002200 mmeeeettiinngg.. SSeeccoonnddeedd bbyy CCoommmmiissssiioonneerr SSiinngghh--AAlllleenn.. MMoottiioonn aapppprroovveedd..
CCoommmmiissssiioonneerr VVoottee
((YY//NN//AA)) CCoommmmiissssiioonneerr VVoottee
((YY//NN//AA)) Buffo, Gary Y MacRae, Terry Y Burba, Jim Y Meisner, Jordan Y Clarke, Jason Y Murray, Carla Y D’Alessandro, Joe Y Myers, Dee Dee A Dunne, Michael Y Patel, Sima Y Eisenbarth, Jeff Y Potrock, Ken Y Fat, Kevin Y Singh-Allen, Bobbie Y Gleason, Robert Y Sonntag, Pete Y Gordon, Dan (Chief Fiscal Officer)
Y Stocks, Kurt Y
VISIT CALIFORNIA | SPRING BOARD MEETING Minutes 3
COMMISSION MEETING MINUTES California Travel and Tourism Commission – Feb. 17, 2021
2
CCoommmmiissssiioonneerr VVoottee
((YY//NN//AA)) CCoommmmiissssiioonneerr VVoottee
((YY//NN//AA)) Harvey, Dan Y Tormey, Paul Y Irwin, Karen Y Webster, Benjamin Y Kelliher, John Y White, Scott Y Loughran, Will Y Zanger, Gene
(Vice Chair) Y
CHAIR WELCOME AND OPENING REMARKS Vice Chair Zanger outlined the meeting agenda highlights including:
• A look at updated California projections and economic impact from the • pandemic • A review of the marketing recovery plan • A discussion and vote on the FY20/21 Midyear Budget Revise
CEO REPORT Visit California President & CEO Caroline Beteta reported on the state of the industry, Visit California’s operations and marketing recovery efforts due to the COVID-19 crisis.
a. National Perspective on Tourism and the Economy i. Federal Policy Update
b. State Perspective on Tourism and the Economy i. Economic Impact Update
c. Current Commission Operations, Action Items and Priorities d. Look Ahead: Outlook Forum 2021
i. Steering Committee ii. Content Update
Guest Speaker: Los Angeles Tourism & Convention Board’s President & CEO Adam Burke provided an update on 2021 Outlook Forum. PUBLIC AFFAIRS UPDATE President & CEO Beteta provided a state policy update and introduced new Visit California Board Member Dee Dee Myers, Director, Governor’s Office of Business and Economic Development. Myers introduced herself and gave a topline update on the state’s response to the COVID-19 pandemic. FINANCIAL REPORT Chief Fiscal Officer Dan Gordon asked President & CEO Beteta to discuss the proposed FY20/21 Midyear Budget Revise.
VISIT CALIFORNIA | SPRING BOARD MEETING Minutes 4
COMMISSION MEETING MINUTES California Travel and Tourism Commission – Feb. 17, 2021
3
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CCoommmmiissssiioonneerr VVoottee
((YY//NN//AA)) CCoommmmiissssiioonneerr VVoottee
((YY//NN//AA)) Buffo, Gary Y MacRae, Terry Y Burba, Jim Y Meisner, Jordan Y Clarke, Jason Y Murray, Carla Y D’Alessandro, Joe Y Myers, Dee Dee Y Dunne, Michael Y Patel, Sima Y Eisenbarth, Jeff Y Potrock, Ken Y Fat, Kevin Y Singh-Allen, Bobbie Y Gleason, Robert Y Sonntag, Pete Y Gordon, Dan (Chief Fiscal Officer)
Y Stocks, Kurt Y
Harvey, Dan Y Tormey, Paul Y Irwin, Karen Y Webster, Benjamin Y Kelliher, John Y White, Scott Y Loughran, Will Y Zanger, Gene
(Vice Chair) Y
Chief Fiscal Officer Gordon gave an overview of Visit California’s recent financials and audit report. Ed Fahey from RINA Accountancy presented the reviewed audited financial statements through Nov. 30, 2020. Visit California Chief Operating Officer Matthew Sabbatini reported on budget variances through Nov. 30, 2020. MMoottiioonn mmaaddee bbyy CCoommmmiissssiioonneerr BBuuffffoo ttoo aapppprroovvee tthhee NNoovv.. 3300,, 22002200 RReevviieewweedd FFiinnaanncciiaall SSttaatteemmeennttss.. SSeeccoonnddeedd bbyy CCoommmmiissssiioonneerr MMeeiissssnneerr.. MMoottiioonn uunnaanniimmoouussllyy aapppprroovveedd..
CCoommmmiissssiioonneerr VVoottee
((YY//NN//AA)) CCoommmmiissssiioonneerr VVoottee
((YY//NN//AA)) Buffo, Gary Y MacRae, Terry Y Burba, Jim Y Meisner, Jordan Y Clarke, Jason Y Murray, Carla Y D’Alessandro, Joe Y Myers, Dee Dee Y Dunne, Michael Y Patel, Sima Y Eisenbarth, Jeff Y Potrock, Ken Y Fat, Kevin Y Singh-Allen, Bobbie Y
VISIT CALIFORNIA | SPRING BOARD MEETING Minutes 5
COMMISSION MEETING MINUTES California Travel and Tourism Commission – Feb. 17, 2021
4
CCoommmmiissssiioonneerr VVoottee
((YY//NN//AA)) CCoommmmiissssiioonneerr VVoottee
((YY//NN//AA)) Gleason, Robert Y Sonntag, Pete Y Gordon, Dan (Chief Fiscal Officer)
Y Stocks, Kurt Y
Harvey, Dan Y Tormey, Paul Y Irwin, Karen Y Webster, Benjamin Y Kelliher, John Y White, Scott Y Loughran, Will Y Zanger, Gene
(Vice Chair) Y
OTHER MATTERS Vice Chair Zanger presented on the upcoming board meetings/events and opened the floor up for other matters. There were none. AGENDA ITEMS FOR FUTURE MEETINGS Vice Chair Zanger opened the floor up for future agenda items. There were none. PUBLIC COMMENT Vice Chair Zanger opened the floor up for public comment. There were no public comments.
ADJOURNMENT MMoottiioonn bbyy CCoommmmiissssiioonneerr BBuuffffoo ttoo aaddjjoouurrnn tthhee CCoommmmiissssiioonn MMeeeettiinngg.. SSeeccoonnddeedd bbyy CCoommmmiissssiioonneerr WWeebbsstteerr.. MMoottiioonn aapppprroovveedd..
CCoommmmiissssiioonneerr VVoottee
((YY//NN//AA)) CCoommmmiissssiioonneerr VVoottee
((YY//NN//AA)) Buffo, Gary Y MacRae, Terry Y Burba, Jim Y Meisner, Jordan Y Clarke, Jason Y Murray, Carla Y D’Alessandro, Joe Y Myers, Dee Dee Y Dunne, Michael Y Patel, Sima Y Eisenbarth, Jeff Y Potrock, Ken Y Fat, Kevin Y Singh-Allen, Bobbie Y Gleason, Robert Y Sonntag, Pete Y Gordon, Dan (Chief Fiscal Officer)
Y Stocks, Kurt Y
Harvey, Dan Y Tormey, Paul Y
VISIT CALIFORNIA | SPRING BOARD MEETING Minutes 6
COMMISSION MEETING MINUTES California Travel and Tourism Commission – Feb. 17, 2021
5
CCoommmmiissssiioonneerr VVoottee
((YY//NN//AA)) CCoommmmiissssiioonneerr VVoottee
((YY//NN//AA)) Irwin, Karen Y Webster, Benjamin Y Kelliher, John Y White, Scott Y Loughran, Will Y Zanger, Gene
(Vice Chair) Y
Meeting was adjourned at 12:19 p.m., Feb. 17, 2021.
VISIT CALIFORNIA | SPRING BOARD MEETING Minutes 7
MARKETING ADVISORY COMMITTEE MEETING MINUTES California Travel and Tourism Commission – Feb. 17, 2021
CALL TO ORDER The California Travel and Tourism Commission (CTTC) Marketing Advisory Committee Meeting was held virtually at 11:34 a.m. PST on February 17, 2021 with Vice Chair Gene Zanger presiding. AAtttteennddaannccee
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MMaarrkkeettiinngg AAddvviissoorryy CCoommmmiitttteeee RRoollll CCaallll
Adams, Kimberly Present Kiely, Tom Present Andrews, Stephen Absent Klein, Tom Absent Baker, Laurie Present Loughran, William Present Bermingham, James (Chair)
Absent MacRae, Terry Present
Bradley, Sonya Present Meisner, Jordan Present Bruinzeel, Susan Present Miller, Kelly Present Buffo, Gary Present Murrary, Carla Present Burba, Jim Present Myers, Dee Dee Present Burress, Jay Present Orfield, Gary Present Clarke, Peter Absent Patel, Sima Present Clarke, Jason Present Peterson, Matt Present Coker, Julie Present Pickett, Howard Absent D’Alessandro, Joe Present Potrock, Ken Present Davison, Chuck Present Rhea, Wes Present Dunne, Michael Present Skeoch, Don Present Eisenbarth, Jeff Present Senior, Jeff Absent Eley, Candice Present Sherwin, Gary Present Fat, Kevin Present Singh-Allen, Bobbie Present Fernandes, Agnelo Absent Smits, Kathy Present Fuller, Ed Present Sonntag, Pete Present Gleason, Robert Present Stocks, Kurt Present Gordon, Dan (Chief Fiscal Officer)
Present Testa, Mike Absent
Harvey, Dan Present Tormey, Paul Present Horvath, Christine Absent Urdi, John Present Irwin, Karen Present Wagner, Julie Absent Janega-Dykes, Kathy Present Webster, Benjamin Present Kapich, Kerri Present White, Scott Present Kelliher, John Present Zanger, Gene
(Vice Chair) Present
Kerns, Misti Present
VISIT CALIFORNIA | SPRING BOARD MEETING Minutes 8
MARKETING ADVISORY COMMITTEE MEETING MINUTES California Travel and Tourism Commission – Feb. 17, 2021
MMoottiioonn mmaaddee bbyy CCoommmmiissssiioonneerr HHaarrvveeyy ttoo aapppprroovvee tthhee MMaarrkkeettiinngg AAddvviissoorryy CCoommmmiitttteeee mmiinnuutteess ffrroomm tthhee OOccttoobbeerr 22,, 22002200 mmeeeettiinngg.. SSeeccoonnddeedd bbyy CCoommmmiissssiioonneerr DDuunnnnee.. MMoottiioonn aapppprroovveedd..
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Adams, Kimberly Y Kiely, Tom Y Baker, Laurie Y Loughran, William Y Bradley, Sonya Y MacRae, Terry Y Bruinzeel, Susan Y Meisner, Jordan Y Buffo, Gary Y Miller, Kelly Y Burba, Jim Y Murray, Carla Y Burress, Jay Y Myers, Dee Dee Y Clarke, Jason Y Orfield, Gary Y Coker, Julie Y Patel, Sima Y D’Alessandro, Joe Y Peterson, Matt Y Davison, Chuck Y Potrock, Ken Y Dunne, Michael Y Rhea, Wes Y Eisenbarth, Jeff Y Skeoch, Don Y Eley, Candice Y Sherwin, Gary Y Fat, Kevin Y Singh-Allen, Bobbie Y Fuller, Ed Y Smits, Kathy Y Gleason, Robert Y Sonntag, Pete Y Gordon, Dan (Chief Fiscal Officer)
Y Stocks, Kurt Y
Harvey, Dan Y Tormey, Paul Y Irwin, Karen Y Urdi, John Y Janega-Dykes, Kathy Y Webster, Benjamin Y Kapich, Kerri Y White, Scott Y Kelliher, John Y Zanger, Gene
(Vice Chair) Y
Kerns, Misti Y VICE CHAIR OPENING REMARKS Vice Chair Zanger discussed recovery marketing plans and associated creative, gave an update on the industry touchpoints and collaborations and, lastly, discussed the weekly COVID-19 research dashboard. CEO MARKETING REPORT & RECOVERY MARKETING PLAN Visit California President & CEO Caroline Beteta reported on key recovery marketing plans including:
• FY21/22 Strategic Marketing Framework
VISIT CALIFORNIA | SPRING BOARD MEETING Minutes 9
MARKETING ADVISORY COMMITTEE MEETING MINUTES California Travel and Tourism Commission – Feb. 17, 2021
• FY20/21 Planned Spring campaign including the new centerpiece campaign called “What If”
• And the 2021 Visitors Guide – The Best of California President & CEO Beteta also presented the proposed FY21/22 12-Month Budget and the FY20/21 12-Month Proposed Revised Budget. AGENDA ITEMS FOR FUTURE MEETINGS Vice Chair Zanger opened the floor up for future agenda items. There were none. PUBLIC COMMENT Vice Chair Zanger opened the floor up for public comment. There were no public comments. ADJOURNMENT MMoottiioonn mmaaddee bbyy CChhiieeff FFiissccaall OOffffiicceerr GGoorrddoonn ttoo aaddjjoouurrnn tthhee MMaarrkkeettiinngg AAddvviissoorryy CCoommmmiitttteeee MMeeeettiinngg.. SSeeccoonnddeedd bbyy AAggnneelloo FFeerrnnaannddeess.. MMoottiioonn aapppprroovveedd..
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Adams, Kimberly Y Kiely, Tom Y Baker, Laurie Y Loughran, William Y Bradley, Sonya Y MacRae, Terry Y Bruinzeel, Susan Y Meisner, Jordan Y Buffo, Gary Y Miller, Kelly Y Burba, Jim Y Murray, Carla Y Burress, Jay Y Myers, Dee Dee Y Clarke, Jason Y Orfield, Gary Y Coker, Julie Y Patel, Sima Y D’Alessandro, Joe Y Peterson, Matt Y Davison, Chuck Y Potrock, Ken Y Dunne, Michael Y Rhea, Wes Y Eisenbarth, Jeff Y Skeoch, Don Y Eley, Candice Y Sherwin, Gary Y Fat, Kevin Y Singh-Allen, Bobbie Y Fuller, Ed Y Smits, Kathy Y Gleason, Robert Y Sonntag, Pete Y Gordon, Dan (Chief Fiscal Officer)
Y Stocks, Kurt Y
Harvey, Dan Y Tormey, Paul Y Irwin, Karen Y Urdi, John Y
VISIT CALIFORNIA | SPRING BOARD MEETING Minutes 10
MARKETING ADVISORY COMMITTEE MEETING MINUTES California Travel and Tourism Commission – Feb. 17, 2021
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Janega-Dykes, Kathy Y Webster, Benjamin Y Kapich, Kerri Y White, Scott Y Kelliher, John Y Zanger, Gene
(Vice Chair) Y
Kerns, Misti Y
Meeting was adjourned at 12:05 p.m., Feb. 17, 2021.
VISIT CALIFORNIA | SPRING BOARD MEETING Minutes 11
Visit California’s consumer marketing program increases desirability of the California brand and encourages visitation. In concert with owned and earned activity, paid media channels reach high-opportunity target audiences that provide optimal ROI for the industry’s investment. In Q3 of FY20/21, Visit California launched a $24 million multi-tiered spring marketing initiative to encourage in-state and U.S. visitation.
P R O G R A M S U M M A R Y
Consumer Marketing
‘Calling All Californians’ | Feb. 1 – April 30, 2021
278.9 millionimpressions
$4.01 millioncampaign
investment
$2.78 millionQ3 investment
8.23 millionhouseholds
reached
VISIT CALIFORNIA | SPRING BOARD MEETING Consumer Marketing 13
Visit California’s dedicated in-state campaign calls on
Californians to rediscover their home state and support
the state’s tourism industry. Originally launched fall
2020 and paused due to a spike in COVID cases, the
campaign resumed in February on online travel agencies such as TripAdvisor and
Expedia to target active trip planners. In April, the campaign expanded to wider
audiences reached through broadcast and out-of-home channels with three new TV spots that show how in-state travel stimulates California’s economy. Opportunistic
dollars conserved during the pandemic funded premium in-state spot television
placements and a freeway billboard campaign, which covered major urban markets
with a spending match from Clear Channel.
106 freeway
billboards
AIRED DURING PREMIUM PROGRAMMING
FREEWAY BILLBOARDS IN MAJOR URBAN MARKETS
87%
California reach
318.7 millionimpressions
$3.66 millionQ3 investment
$12.86 millioncampaign
investment
Antelope Valley
Mono Lake
Burney Falls Mt. Shasta
Death Valley
Napa
Los Angeles
San Francisco
Lake Tahoe
San Diego
VISIT CALIFORNIA | SPRING BOARD MEETING Consumer Marketing 14
The national “What If, California”
campaign inspires consumers
who have been unable to travel
for the past year with the
limitless possibilities of a California vacation. The
campaign’s six-, 15- and 30-second spots highlight
California’s outdoor, cultural, family and luxury
activities throughout the state. Visit California provided
partners with a free media toolkit to inspire potential
visitors to start asking, “What If?”
10 featured
destinations
54.63 millionhouseholds
reached
36.42 millionhouseholds
reached
‘What If, California’ | March 15 – April 30, 2021
Warming spring weather and widespread
wanderlust provided the ideal context to
relaunch the “California Road Trip Republic”
campaign, which capitalizes on the spiking
interest in road trips during the pandemic and
California’s world-famous roadways. The relaunch leveraged
assets that went unused due to the pandemic across linear
and online TV, digital, social channels, including the unaired
“Born To Be Wild” TV spot. Road-trip planners and promo-
tional content in Spotify, Snapchat and Pinterest connected
with young and highly engaged user bases.
‘California Road Trip Republic’ | March 29 – April 30, 2021
130.6 millionimpressions
$6.78 millioncampaign
investment
$1.84 millionQ3 investment
VISIT CALIFORNIA | SPRING BOARD MEETING Consumer Marketing 15
Visit California refined its successful fall media co-op for the
spring with increased partner funding and more flexible buy-in
options. Partners received low, negotiated media rates that
averaged $1.67 for every $1 spent. An increased Visit California
media match and free creative services for those adopting the
“What If, California” platform brought the added value of Visit
California’s support to 40% of a partner’s investment. High
partner participation greatly boosted the reach and penetration
of all spring campaigns, creating a net benefit for the entire
California tourism industry.$1.96 million
industry partner investment
Spring Leveraged Media Co-Op | Feb. 1 – April 30, 2021
31 INDUSTRY PARTNERS
Beverly Hills Conference & Visitors Bureau
CCTC
City of San Luis Obispo
Costa Mesa
Discover Palm Desert
Discover Siskiyou
Greater Palm Springs
Long Beach CVB
Los Angeles
Palm Springs Preferred Small Hotels
San Francisco International Airport (SFO)
San Francisco Travel
San Mateo/Silicon Valley
Santa Monica/MMGY
Sonoma County Tourism
Team San Jose
Visit Anaheim
Visit Buena Park
Visit Carlsbad
Visit Gilroy
Visit Huntington Beach
Visit Oceanside
Visit Oxnard
Visit Redding
Visit SLO CAL
Visit Stockton
Visit Tuolumne
Visit Ventura
Visit Yolo
Visit Yosemite Madera County
West Hollywood
$610,000 Visit California
investment
Paid Content Distribution | Feb. 1 – April 30, 2021
Search Engine Marketing
1
1
3
3
2
2
44
VISIT CALIFORNIA | SPRING BOARD MEETING Consumer Marketing 16
Paid content distribution continued to drive new website traffic and create more partner handoffs
by promoting VisitCalifornia.com content — especially timely articles that help consumers find
inspiration and plan successful visits during the pandemic.
Visit California continued to refine its search engine marketing strategy, yielding more visits to partner-focused content on VisitCalifornia.com. Paid search results connect the dots between the organization’s inspirational spring marketing campaigns and consumer visitation of partner websites and booking pages.
2.5 millionimpressions
$200,000investment
12%click-through
rate
26,000partner handoffs
657,000pageviews
$138,000investment
Top Performing Content
“So You Think You Know...” series
“How To Travel Responsibly in California”
“Explore the World in California”
“What You Need to Know About Visiting California Restaurants”
P R O G R A M S U M M A R Y
The California Now Network promotes California travel through a mix of inspirational and informational content. Print publications, social media channels, email marketing and the California Now Blog and Podcast provide an always-fresh stream of original content that connects consumers to partner businesses and destinations.
Owned Media
Global Traffic on VisitCalifornia.com | Feb. 1 – April 30, 2021
‘2021 Official California Visitor’s Guide: The Best of California’
DISTRIBUTED WITH
VISIT CALIFORNIA | SPRING BOARD MEETING Owned Media 18
116 new content pieces
2.4 million users
3 million sessions
5.4 million pageviews
1,250 destinations and businesses featured
823,260 partner handoffs
Visit California turned to locals, travel
experts and tastemakers to curate a “Best of California” guide. The guide’s second
half highlights additional businesses by
destination to help travelers find local
inspiration. QR codes throughout the
guide send readers to the new “Best of California” online portal, designed to
hand off readers to partner websites.
• 500,000 circulation
• 193,000 digital views
• 700 destinations and businesses featured
VISIT CALIFORNIA | SPRING BOARD MEETING Owned Media 19
California Now Travel Stories | Feb. 1 – April 30, 2021
This CrowdRiff-powered platform gives
California DMOs a powerful, free tool to
generate, mobile-first story content.
Destinations have full editorial control over
the videos, movies and text used to
promote local attractions and businesses.
Published stories are automatically featured
in multiple galleries on VisitCalifornia.com,
with the potential to be surfaced on the first
page of Google’s mobile search results.
• 130+ stories created
• 28,800 story views
Amador Council of Tourism
Balboa Park Online Collaborative
Buellton Chamber of Commerce & Visitors Bureau
Catalina Island Chamber of Commerce & Visitors Bureau
City of San Luis Obispo
Destination Irvine
Discover Siskiyou
Fairfield CA Conference & Visitors Bureau
Greater Palm Springs CVB
Lake Tahoe Visitors Authority
LEGOLAND California Resort
Los Angeles Tourism & Convention Board
Mammoth Lakes Tourism
Monterey County
North Lake Tahoe
Oxnard Convention & Visitors Bureau
Placer County Visitors Bureau
Redondo Beach
San Diego Tourism Authority
San Francisco Travel Association
San Luis Obispo County
Santa Monica Travel & Tourism
Sonoma County Tourism
Team San Jose
Terranea Resort
The Bishop Area Chamber of Commerce & Visitors Bureau
Town and Country
Travel Costa Mesa
Tuolumne County Visitors Bureau
Ventura Harbor Village/Channel Islands National Park
Ventura Visitors & Convention Bureau
Visalia Convention & Visitors Bureau
Visit Anaheim
Visit Berkeley
Visit Carmel
Visit Dana Point
Visit Del Norte County
Visit Marin
Visit Napa Valley
Visit Oceanside
Visit Paso
Visit Rancho Cordova
Visit Sacramento
Visit San Simeon
Visit Santa Barbara
Visit Santa Clarita
Visit Santa Ynez Valley
Visit Stockton
Visit West Hollywood
Visit Yosemite | Madera County
Yolo County Visitors Bureau
Yosemite Mariposa County Tourism Bureau
52 INDUSTRY PARTNERS
VISIT CALIFORNIA | SPRING BOARD MEETING Owned Media 20
The consumer e-newsletter program continued to increase
engagement by testing messaging targeted to in-state and
domestic audiences. In April, Visit California began a six-
month pilot that leverages a database of 200 million consumer
profiles to provide content tailored to subscriber location,
personal preference and intent to travel.
• 2.5 million sends
• 422,000 opens
• 504,000 total subscribers• 180,000 domestic subscribers
• 54,000 in-state subscribers
Having reached its 50th episode milestone
in January, the California Now Podcast
continued its momentum with six new
episodes covering a range of California
experiences, from historical attractions
to outdoor wonders. In April’s episode, Hollywood icon Kevin
Costner shares his love of road trips and some of his favorite
Golden State destinations. He also participates in a new occa-
sional feature on the podcast, The California Questionnaire.
• 6 new episodes
• 175 industry partners featured
• 22,000 downloads (35% in-state)
• 45 minute avg. listening time (iTunes)
• 2,400 partner handoffs
California Now Podcast | Feb. 1 – April 30, 2021
Email Marketing | Feb. 1 – April 30, 2021
VISIT CALIFORNIA | SPRING BOARD MEETING Owned Media 21
Visit California continued to realize the steady growth of
new social media followers through the continuous publication
of inspirational, always-on content. Bite-sized destination
spotlights and shares of the latest VisitCalifornia.com editorial
content spotlighted what’s new and newly re-opened in
California, while photo contests and other crowd-sourced
activities increased engagement with prospective visitors.
Social Media | Feb. 1 – April 30, 2021
• 2.92 million total followers
• 29.78 million total reach
• 60.86 million impressions
• 786,000 total engagement
Visit California’s social followers played
a game of “choose your adventure” and
charted an inspired road trip.
P R O G R A M S U M M A R Y
Visit California leverages traditional media and influencer strategies to shine a spotlight on the California experience for high-opportunity audiences. Print, broadcast and social placements as well as events and hosted press trips keep the Golden State top-of-mind in a saturated national media environment.
Earned Media
0
25
50
75
100
125
Volume of Coverage
APRIL2021
MAR2021
FEB2021
JAN2021
DEC2020
NOV2020
OCT2020
SEPT2020
AUG2020
0
2
4
6
8
10
Average Media Impact Score
VISIT CALIFORNIA | SPRING BOARD MEETING Earned Media 23
96 Placements
Feb. 1 – April 30, 2021
Global Impressions
274.2 million
Media Effectiveness | Feb. 1 – April 30, 2021
Visit California took advantage
of consumer and media interest
in travel content to earn a high
media impact score — which
measures the efficacy of earned
media coverage in encouraging
travel — through the spring. The
January 2021 score was the
highest since January 2020.
“2021 California Vacation Ideas for Families and Road Trip Ideas From SoCal to NorCal”
— Traveling Mom
“13 California Road Trips You Should Try to Take at Least Once”
— Readers Digest
“The 12 Most Charming Small Towns in California”
— PureWow
VISIT CALIFORNIA | SPRING BOARD MEETING Earned Media 24
Press Trips and Influencer Road Trips | Feb. 1 – April 30, 2021
Influencer highlights
Henry Wu @humminglion & Zory Shahanska @zorymory
• Placer County• Nevada County• Monterey County
• 28 restaurants featured
• 154 posts
• 670,200 total potential reach
Visit California hosted individual media and influencers to bring attention to a blossoming and reopening Golden State. Through social posts and articles, these travel storytellers showed their highly engaged audiences that safe travel in California is full of adventure and possibility.
Hosted media highlights
Kristin Braswell Travel + Leisure • Mendocino County• Monterey County• Sonoma County
Amber Gibson Fodor’s Guidebook
• Southern California
• Central Coast
Leila Najafi Pure Wow
• Temecula• Newport• Catalina
Culinary Influencer Campaign
• 3.9 million total potential reach
• 19 destinations featured
Jessica Wright @bontraveler • Santa Barbara• Ventura• Ojai
Visit California invited prominent foodie influencers based in gateway cities to dine out at local restaurants — old favorites, new opens or just dying to try. The influencers shared their dining experiences on social media and encouraged their followers to support local restaurants.
VISIT CALIFORNIA | SPRING BOARD MEETING Earned Media 25
PR Pulse Report | Feb. 1 – April 30, 2021
Media Center Story Ideas | Feb. 1 – April 30, 2021
The PR Pulse Report compiles insights from Visit California’s
media outreach and extensive network of agency partners
into a digestible monthly newsletter. These resources helped
industry partners increase earned coverage, stay ahead of
media trends, and successfully work with and host media amid
ongoing travel restrictions.
Visit California puts out regular calls for industry partners to
submit content for media pitches on topics reflecting travel
trends and seasonal content, along with topics recommended
by agency partners as likely to gain traction with media. This
quarter’s story ideas resulted in numerous placements in
high-profile media outlets as well as on Visit California’s
owned channels.
• 1,700 subscribers
• 39% open rate
• 12 story ideas created
• 400+ destinations and businesses featured
Meredith Editors Virtual Event | April 14, 2021
Visit California connected California DMOs with top Meredith editors
to pitch story ideas centered on California road trips, capitalizing on
this travel trend just in time for summer and fall travel. The event
showcased California destinations through three virtual road
trips: Classic Highway 1, Highway to Harvest and Northern California
Scenic Wonders. Editors also received destination-themed gift
boxes to further inspire California travel coverage.
• 75 Meredith editors
• 12 destination partners
• 3 road trips pitched
Increasing California’s mindshare with domestic travel advisors remained priority No. 1 for Visit California’s travel trade program. The organization engaged and educated domestic agents through trade shows, new content partnerships with agencies and always- on channels such as a dedicated e-newsletter. At the same time, Visit California started to ramp up international outreach in large markets that are likely to resume visitation first, such as Mexico and the U.K.
Travel Trade & International
P R O G R A M S U M M A R Y
VISIT CALIFORNIA | SPRING BOARD MEETING Travel Trade 27
Visit California tapped into AFAR’s network of more than
7,500 travel advisors to drive awareness about California
travel and continued to build its domestic luxury advisor
network. An immersive quiz experience, dedicated
California email and recurring feature in AFAR’s twice
monthly advisor newsletter educated advisors about
California’s many safe travel options and Visit California
trip-planning content and tools.
AFAR Partnership | Feb. 1 – April 30, 2021
Building Domestic Travel Agent Relationships | Feb. 1 – April 30, 2021
The California STAR platform, which
provides California travel education
and resources to agents, increased the
number of domestic travel advisor
registrations and training graduates by offering incentives
and promoting the platform through domestic agency
networks. The platform also added new content through
partnerships with Visit Beverly Hills, Fisherman’s Wharf
and Visit Huntington Beach.
• 254 new registrants
• 68 domestic agents trained
• 3 new destination partners
• 46,500 total engagement
• 6 placements in AFAR travel advisor newsletter (30% open rate)
Hotelbeds Co-op | March 15 – April 30, 2021
Visit California resumed its Hotelbeds partnership starting
March 15 in response to rising hotel bookings and to align
with the launch of the “What If, California” national cam-
paign. An additional $20,000 Visit California investment
funded the partnership through June 15 for all participating
California partners at no additional cost.
• $40,000 Visit California investment
• 160% increase in hotel bookings
• 9 industry partners
VISIT CALIFORNIA | SPRING BOARD MEETING Travel Trade 28
Launched in spring 2020, Visit California’s travel trade e-newsletter has proved to be an essential relationship builder with domestic
agents following conferences, webinars and agency network
promotions. The newsletter exposes agents to Visit California
trip-planning content and important industry updates to inspire
itineraries and encourage bookings.
• 2,900 domestic travel advisor recipients
• 30% open rate
Travel Trade Newsletter | Feb. 1 – April 30, 2021
In the absence of in-person meetings, Visit California hosted travel advisor webinars and experiences to update agents on new resources to keep California top of mind with these key booking partners. These virtual touchpoints helped Visit California grow its footprint with domestic travel trade by increasing brand awareness and building up the organization’s domestic travel advisor database.
Virtual Travel Trade Outreach | Feb. 1 – April 30, 2021
WebinarsGo West California Caucus Feb. 23
35 industry partners
CA STAR WebinarMarch 11
161 travel advisors
Family Travel Digital Expo Partner Webinar March 16
731 travel advisors
8 sponsored rural partners
731 “Beyond the Gateways” webinar views
Virtuoso Immersion Webinar April 14
81 travel advisors
Luxury FAM3 industry partners
Greater Palm Springs, Los Angeles and Santa Barbara
6 domestic travel advisors
The first event in the “Around the Globe” series, which connects California destinations with experts, travel trade and media from international markets, made its first stop in Mexico — expected to have the fastest rebound among all key source markets. A March 17 FAM introduced Mexican travel trade to the Aquarium of the Bay in San Francisco, Carmel’s food scene and skiing on Squaw. On April 14, a panel of Mexican travel experts shared insights with the industry in an Outlook Forum Plus webinar, which was followed by a networking event for California DMOs and Mexican tour operators.
Around the Globe: Mexico Spotlight | March 17 & April 14
• 17 industry partners
• 7 Mexican tour operators
• 5 destinations featured
• 240 webinar registrants
VISIT CALIFORNIA | SPRING BOARD MEETING Travel Trade 29
Virtual Trade Shows | Feb. 1 – April 30, 2021
Visit California maintained a prominent presence
at virtual trade shows to communicate an
important open for business message with travel
advisors anticipating a summer tourism spike.
Go West Summit March 1–5
149 travel advisors
23 advisor appointments
35 sponsored industry participants
ITB Berlin March 9–12
3,500 exhibitors from 120 countries
12 pre-scheduled appointments
Brand USA Global MarketplaceMarch 15 –18
19 advisor appointments
14 industry participants
TravelAge West Family Travel Digital Expo March 16
1,031 travel advisors
450 advisor booth visits
9 industry participants (hosted by Visit California)
TravPro XpoPRO Tradeshow — Adventure Travel April 6
1,300 travel advisors
202 advisor booth visits
3 industry participants
• 54 total agent appointments
• 61 total industry participants
Canada• 34 sales calls
• 208 advisors trained
• 4,421 e-newsletter recipients
Mexico• 54 sales calls
• 731 advisors trained
• 2,200 e-newsletter recipients
United Kingdom• 30 sales calls
• 607 advisors trained
• 3,127 e-newsletter recipients
International Update | Feb. 1 – April 30, 2021
VISIT CALIFORNIA | SPRING BOARD MEETING Travel Trade 30
In anticipation of the return of travel from California’s most accessible international markets, Visit California continued outreach to in-market advisors in Canada, Mexico and the U.K. Through one-to-one meetings and an e-newsletter program, Visit California prepped agents with updated destination knowledge to help them package new products.
Engagement & Public Affairs
P R O G R A M S U M M A R Y
Through outreach to the public and key decision-makers in the state, Visit California raises awareness of tourism’s importance to the wellbeing of all Californians. Visit California engages in regular speaking appearances, committee meetings and one-to-one meetings with industry. The organization has ramped up these efforts to give and receive additional guidance at this pivotal moment in the industry’s recovery.
VISIT CALIFORNIA | SPRING BOARD MEETING Engagement & Public Affairs 32
Visit California’s first-ever virtual Outlook Forum drew record attendance at a moment when industry collaboration and alignment has never been
more important. Free for industry partners, the event delivered world- class travel and tourism speakers to a diverse audience that featured nearly 50% first-time attendees. President and CEO Caroline Beteta premiered the organization’s spring marketing strategy and creative. All content was available on-demand following the conference at OutlookForum.com.
• 2,636 total attendees
• 20 sessions
• 4 destination showcasesVisit Anaheim, Los Angeles, San Diego and San Francisco
California’s own Kevin Costner sat down with President and CEO Caroline Beteta to discuss his love of the state, road trips and his new travel companion app HearHere.
The conference concluded with a moving performance by Oakland musician Michael Franti.
2021 Outlook Forum | Feb.17–19, 2021
48 SEAKERS
VISIT CALIFORNIA | SPRING BOARD MEETING Engagement & Public Affairs 33
California Hospitality and Tourism Roundtable
California Sen. Mike McGuire invited Visit California President and CEO Caroline Beteta to
join a panel of industry and labor representatives to speak to the importance of tourism
in the state’s recovery. Beteta discussed challenges stemming from the pandemic and the
efficacy of Visit California’s marketing following major state crises.
John DiFlauro, Disneyland Resort castmember and chief shop steward, Teamsters Local 495
Bhara Patel, President, Castle Inn & Suites
Rhonda Salisbury, CEO & film commissioner, Visit Yosemite Madera County
Horacio Cortés, Santa Clara County Convention Center team member, steward, Teamsters Local 853
Caroline Beteta, President & CEO, Visit CaliforniaMike McGuire, Senator, Senate District 2
Outlook Forum Plus Webinars | March 15 – April 30, 2021
Visit California’s new year-round series offers
industry insights and deep dives into Visit
California programs. The introductory webinars
helped partners stretch budgets, accelerate
recovery and opened an important new channel
for industry communication.
• 3 webinars• Working With Media in 2021• Amplify Your Marketing With
Visit California Spring Co-ops• Around the Globe: Mexico Spotlight
• 710 registered
• 550 total views
OutlookForum.com
California Tourism Month
TOURISM MONTHCALIFORNIA
VISIT CALIFORNIA | SPRING BOARD MEETING Engagement & Public Affairs 34
Through the
month of May,
Visit California
celebrated a
resurgent tourism
industry. The organization also drew attention to
California’s thousands of unemployed tourism workers
with outreach and a video. To kick off the celebration,
President & CEO Caroline Beteta led a press confer-
ence from San Francisco’s Moscone Center alongside
Lt. Gov. Eleni Kounalakis and SF Travel President &
CEO Joe D’Alessandro.
An ongoing PR and social media campaign is
urging California residents and decision-makers to
embrace the “power of possibility” in California
tourism and the civic pride of supporting one of
the state’s most important industries.
• 164 placements
• 48.5 million impressions
ANDERSON
TRUCKEE
AUBURN
FAIRFIELD
EL DORADOHILLSSANTA ROSA
SAN FRANCISCO
MAMMOTH LAKES
GILROY
SALINAS
PISMOBEACH
OPEN
CLOSED
BARSTOW
ONTARIO
RIDGECREST
YUCCA VALLEY
CABAZONTORRANCE
LOS ANGELES
OCEANSIDE
CROSS BORDER XPRESS
SAN CLEMENTE
COMING SOON
CALIFORNIAWELCOME
CENTER
LEGEND
Open
Closed
Coming soon
VISIT CALIFORNIA | SPRING BOARD MEETING Engagement & Public Affairs 35
Rural Marketing Program Grants | Feb. 1 – April 30, 2021
Destination Third Thursday | Feb. 1 – April 30, 2021
California Welcome Centers | Feb. 1 – April 30, 2021
Visit California and its agency partners created a
comprehensive Regional Marketing Program to support
all California rural regions. The program included a
sponsored booth at the TravelAge West Family Travel
Digital Expo, regional promotions on the California Now
Podcast, regional consumer e-newsletter features and a
professional Getty Images photography package.
The Third Thursday program offers Visit California staff
the opportunity to learn more about destinations from
media-rich presentations delivered by DMO leadership.
This quarter, staff heard presentations from Visit Yuba
Sutter and North Lake Tahoe.
Increased foot traffic and relaxed travel restrictions allowed the majority of California Welcome Centers to reopen and for the new Torrance Welcome Center to open in April. These in-person resources provide an important touchpoint for Visit California to inspire visits to partner businesses through marketing materials, such as the “2021 Official State Visitor’s Guide,” and to help travelers navigate business openings and local guidelines.
• 74,600 walk-in visits
• $19,750 investment
• $200,000 value for rural partners
• 8 rural region grant recipientsCentral Coast, Central Valley, Deserts, Discover Inland Empire, Gold Country, High Sierra, North Coast (North of Ordinary), Shasta Cascade (Upstate CA)
New LocationTorrance, California
VISIT CALIFORNIA | SPRING BOARD MEETING Engagement & Public Affairs 36
Reaching the Industry | Feb. 1 – April 30, 2021
Through speaking engagements, one-on-one meetings, and email and social engagement, Visit California kept partners updated and received vital insights to tailor programs and resources to the evolving needs of an industry recovering from crisis.
Industry Engagement
Committee Meetings
NAME MEETING DATES
Executive Committee Feb. 16
Marketing Advisory Committee Feb. 17
PR Committee March 4
Snow Committee March 24
Visit California’s executives and industry relations
team facilitated hundreds of one-to-one
meetings with industry partners to identify pain
points and provide individualized support.
173 virtual meetings with industry partners
Speaking Engagements
13 speaking engagements
340 minutes of speaking time
FEBRUARY
3 League of California Cities: City Manager Conference
23 Go West Caucus
24 State townhall with Senator McGuire
25 GWTTRA Conference
MARCH
9 El Dorado Hills Board of Supervisors Meeting
16 TravelAge West Roundtable Webinar
16 Cal Travel COVID Task Force Meeting
25 TTMA State of the state
25 Mammoth Lakes Tourism Community Coffee Webinar
26 BizFed Institute Forum
APRIL
8 Yosemite Gateway partners meeting
14 CoralTree Hospitality Leadership Summit
21 Brand USA Global Marketplace panel
25–27 WTTC Global Summit Panel discussion
industry.VisitCalifornia.com
Industry Social Channels
Online CEO-Industry Engagement
VISIT CALIFORNIA | SPRING BOARD MEETING Engagement & Public Affairs 37
Industry Communications
Visit California’s industry website is a digital resource for tourism industry partners to learn about and engage with the organization and its marketing programs.
30,200 sessions 18,000 users 73,000 pageviews
Feb. 1 – April 30, 2021
President and CEO Caroline Beteta ramped up
online outreach to the tourism and wider business
communities to open new doors to collaboration
and problem solving.
15 CEO Coronavirus Update emails sent
9,900 email subscribers
15,300 LinkedIn views
80,000 industry impressions
“Don’t be afraid to attract
sponsorships from competing
corporate entities. In travel, for
instance, several rental car
companies may be drawn to
sponsor an event or campaign.
It’s recognizing that there is
power and benefit in an alliance;
a rising tide lifts all boats. There
is an element of competition,
but there’s also the element of
togetherness to support a good
community cause.”
— Caroline Beteta Forbes Nonprofit Council
ResourcesP R O G R A M S U M M A R Y
To help industry partners navigate a volatile tourism landscape, Visit California shared regular reports and forecasts at industry.VisitCalifornia.com/research. These reports cover data relating to the pandemic, key economic and travel indicators, and consumer sentiment.
VISIT CALIFORNIA | SPRING BOARD MEETING Research 39
New Research Releases
Monthly COVID-19 Research Dashboard Web Portalindustry.VisitCalifornia.com/research/report/covid-research-dashboard
Visit California developed a dedicated
webpage to host the monthly COVID-19
Research Dashboard. It is a summary
compilation of statistics from a variety of
Visit California and third-party data sets.
The dashboard provides data-driven
insights on the current status of recovery
for the travel industry across these key
indicators: economic, public health,
consumer sentiment, air and lodging.
Domestic Visitor Profilesindustry.VisitCalifornia.com/domestic
This new monthly report summarizes the
composition of visitors to California regions
by in-state, Western markets and the
U.S., as well as top in-state metro origin
markets and top out-of-state origin markets.
These insights, derived from UberMedia
geolocation data, help industry partners
track evolving visitor patterns in the
post-pandemic market.
MMGY Global Black Traveler Study A new study by MMGY Travel Intelligence
with input from Visit California identifies the
needs, behaviors and sentiment of Black
travelers. The report includes several study
areas specific to California, including past
visitation, future travel intent, destination
preference and brand perceptions.
RAND Labor Study Visit California contracted with RAND
Corp. to update and expand decade-old
demographics of the tourism and hospitality
workforce. The study provided Visit California
and its partners a fresh understanding of
how the industry compares to others in
California and refined the research on race
and ethnicity. As tourism businesses rebuild
and address diversity and inclusiveness,
the RAND findings provide a critical bench-
mark. The report sheds light on demographic
and wage trends in the industry and offers
vital context for elected officials considering
tourism recovery programs.
Research reports available at industry.VisitCalifornia.com/research/researchtrends
VISIT CALIFORNIA | SPRING BOARD MEETING Resources 40
CAROLINE BETETAPresident & CEO
MATT SABBATINIChief Operating Officer
RYAN BECKERVice President of Communications
LYNN CARPENTERVice President of Marketing
LEONA REEDAssociate Vice President of Global Marketing
Executive and Senior Management Team
Visit California Commission
SCOTT PLAMONDONCorporate Counsel
CHASE BROWNAssistant Controller
AMY CHAMBERSTourism Assessment Program Manager
STEPHANIE DEVRIESDirector of Executive Operations
KELLI GERADirector of Corporate Communications
HEATHER HUCKEBADirector of Research
JORDAN KERRDirector of Finance/Controller
JONATHAN LOPEZVisitor Information and Reception
JENNIFER MONTERODirector of International Marketing
SEAN MURRAYSenior Director of Technology and Innovation
ANGIE PAPPASDirector of Public Relations
AMBER RICHDirector of Engagement
GWYNNE SPANNDirector of Consumer Content
OFFICERS
JAMES BERMINGHAMChairCEOVirgin Hotels
GENE ZANGERVice Chair of MarketingPartnerCasa de Fruta Parkway, LLC
DAN GORDONChief Fiscal OfficerCEOGordon Biersch
BOARD MEMBERS
GARY BUFFOPresidentPure Luxury Transportation
JIM BURBAPresidentBurba Hotel Network
JASON CLARKEGeneral Manager/ Vice PresidentEnterprise Rent-A-Car
PETER CLARKEVice President – CMH Operations WestInterContinental Hotels Group
JOE D’ALESSANDROPresident & CEOSan Francisco Travel
MICHAEL DUNNEArea Vice President, WestHilton Worldwide
JEFF EISENBARTHSenior Vice President – Western RegionAvis Budget Group, Inc.
KEVIN FATChief Executive OfficerFat Family Restaurant Group
ROBERT GLEASONPresident & CEOEvans Hotels
DAN HARVEYDivision Vice PresidentThe Hertz Corporation
KAREN IRWINPresident & COO Universal Studios & Executive Vice PresidentUniversal Parks & Resorts
JOHN KELLIHERFounderGrapeline Wine Tours
TOM KLEINOwnerRodney Strong Wine Estates
WILLIAM LOUGHRANCOOEvolution Hospitality
TERRY MACRAEChief Executive OfficerHornblower Cruises and Events
JORDAN MEISNERSenior Vice President – Field OperationsHyatt Hotels & Resorts
CARLA MURRAYPresident, U.S. Western Region, Full Service MxMMarriott International
DEE DEE MYERSDirectorGovernor’s Office of Business and Economic Development
SIMA PATELChief Executive OfficerRidgemont Hospitality
KEN POTROCKPresidentDisneyland Resorts
BOBBIE SINGH-ALLENExecutive Vice President and COOCalifornia Lodging Industry Association
PETE SONNTAGSenior Vice President – Mountain DivisionVail Resorts
KURT STOCKSGeneral ManagerLegoland
PAUL TORMEYRegional Vice President & General Manager California RegionAccorHotels
BENJAMIN WEBSTEROffice Managing ShareholderLittler Mendelson P.C.
SCOTT WHITEPresident & CEO Greater Palm SpringsConvention and Visitors Bureau
Board members are travel and tourism industry leaders representing various regions and industry
categories. They are elected by their peers or appointed to serve on behalf of the governor.