table of contents...maggie ivy visit santa cruz county jay jamison pismo coast village rv resort...

Table of Contents05 MINUTES

17 PAID MEDIA

21 OWNED MEDIA

27 EARNED MEDIA

35 TRAVEL TRADE

41 ENGAGEMENT & PUBLIC AFFAIRS46 Industry Communications

47 RESOURCES

Introduction 1

From the CEODear Board Members,

San Diego’s thriving tourism economy makes an inspiring backdrop for our

Winter Board Meeting, where we will discuss a vision for California’s tourism

industry for the next six years. The industry’s resounding approval of the

Visit California Marketing Renewal is a mandate to continue promoting

California to the world.

Key topics include:

• 2019 Marketing Renewal: Review insights from the vote in favor of extending Visit California’s program of work through 2025.

• International offices: The Managing Directors of our 13 international offices, plus pilot programs in the Middle East, deliver in-market insights and explain how these should inform Visit California’s global vision.

• Dream Big 2.0: Dive into the strategic framework for the proposed Visit California FY20-22 marketing plan, including the evolution of the Dream Big platform.

• Sustainability: Review the Destination Stewardship and Sustainable Travel strategic framework, developed with input from our interactive session at the 2019 Fall Board Meeting.

Thank you as always for your leadership. I look forward to seeing you

in San Diego.

Dream Big!

Caroline BetetaPresident & CEO Visit California

2 Visit California | WINTER BOARD MEETING

Referendum

Visit California Marketing Renewal ApprovedThe industry voted to renew Visit California’s global marketing

program. The renewal passed with 95% of votes in favor — the

highest approval rating since inception, among the largest

pool of voting stakeholders to date.

Passenger car rental

Accommodations

Restaurants & Retail

Attractions

Transportation & Travel services

All industry segments voted in favor

All 12 geographic tourism regions voted in favor

95% approval

2 01 9

84% approval

2 0 0191%

approval

2 0 0793%

approval

2 013

Central Coast

Central Valley

Desert

Gold Country

High Sierra

Inland Empire

Los Angeles County

North Coast

Orange County

San Diego County

San Francisco Bay Area

Shasta Cascade

Introduction 3

KIMBERLY ADAMS Visit Temecula Valley

LAURIE BAKERShasta Cascade Wonderland Association

PAULA BECKAvis Budget Group, Inc.

TONY BRUNOGreat Wolf Lodge Southern California

GARY BUFFOPure Luxury Transportation

JIM BURBABurba Hotel Network

TED BURKE Shadowbrook Restaurant

JAY BURRESSVisit Anaheim

ANTHONY CANNELLANorthStar Engineering Group, Inc.

KEVIN CARROLLHotel Council of San Francisco

MARIANN CASTELLOScomas Restaurant

CAROL CHAPLINLake Tahoe Visitors Authority

JASON CLARKE Enterprise Rent-A-Car of Sacramento, LLC

JOT CONDIECalifornia Restaurant Association

BILL COTTRILLLake Tahoe Resort Hotel

RUSS COXSheraton Universal Hotel

JOSH D’AMAROWalt Disney Resorts

CHUCK DAVISON Visit SLO CAL

ROGER DOW U.S. Travel Association

MICHAEL DUNNEHilton Worldwide

MARK EVERTONVisit Oakland

KEVIN FATFat Family Restaurant Group

SANDRA FLETCHER Simco Restaurant Group

LAYLA FORSTEDTFresno/Clovis CVB

MIKE FREED Passport Resorts

ED FULLEROrange County Visitors Association

MIKE GALLAGHERCityPass, Inc.

LINSEY GALLAGHER Visit Napa Valley

ROBERT GLEASONEvans Hotels

DAN GORDONGordon Biersch

RUSTY GREGORYAlterra Mountain Company

ERIN GUERREROCalifornia Attractions and Parks Association

DAN HARVEYThe Hertz Corporation

KAREN IRWINUniversal Studios Hollywood

MAGGIE IVYVisit Santa Cruz County

JAY JAMISONPismo Coast Village RV Resort

KATHY JANEGA-DYKESVisit Santa Barbara

CHRISTOPHER KANDZIORAOjai Valley Inn & Spa

DYANA KELLEYCalifornia Association of RV Parks and Campgrounds

JOHN KELLIHERGrapeline Wine Tours

BRIAN KINGMarriott International

KAROLYN KIRCHGESLERTeam San Jose

GREG KNOELLHilton Garden Inn Redding

ROBERT KOCHWine Institute

JOHN LAMBETH Civitas

NOREEN MARTINMartin Resorts, Inc.

CRAIG MARTINLe Meridien San Francisco

ROSEMARY MCCORMICKShop America Alliance

JORDAN MEISNERHyatt Hotels & Resorts

LENNY MENDONCAGovernor’s Office of Business and Economic Development

RACHEL MICHELIN California Retailers Association

LYNN MOHRFELDCalifornia Hotel and Lodging Association

SHELLY MORANVILLE Residence Inn By Marriott - Sacramento At Capitol Park

SANDY MURPHYThe Beverly Hilton

BARB NEWTONCalifornia Travel Association

OFFER NISSENBAUMThe Peninsula Beverly Hills

SIMA PATELRidgemont Hospitality

KATHY PAVERPier 39

JOHN PORTER Benbow Inn & Resort

ANNA MARIE PRESUTTIHotel Nikko

MICHAEL REITZELLCalifornia Ski Industry Association

WES RHEACentral Valley Tourism Association

KARL RICE Santa Cruz Seaside Co

PETER RONCHETTILegoland California Resort

BERTIN SALAS Simco Group/Cova Hotels

RHONDA SALISBURYVisit Yosemite | Madera County

PAUL SANFORD Wincome Hospitality

TRAVIS SCOTTVisit Mendocino County

JEFF SENIORKSL Resorts

KEVIN SHELTONYosemite Management Group, LLC (Yosemite Resorts)

BOBBIE SINGH-ALLENCalifornia Lodging Industry Association

BRUCE SPANGLERHoldiay Inn Express Oroville

BARBARA STEINFELDVisit Tri-Valley

JOE TERZISan Diego Tourism Authority

MIKE TESTAVisit Sacramento

CHRIS THOMPSONBrand USA

PAUL TORMEY Fairmont Hotels & Resorts / Accor Hotels

JOHN URDIMammoth Lakes Tourism

CLAUDIA VECCHIOSonoma County Tourism

BENJAMIN WEBSTERLittler Mendelson PC

SCOTT WHITEGreater Palm Springs Convention & Visitors Bureau

JOHNATHAN WHITEHEADNorthwest Hotel Corp

ERNEST WOODEN JR.Los Angeles Tourism & Convention Board

GENE ZANGERCasa De Fruta Parkway, LLC

Referendum Task Force

CO-CHAIRS

JAMES BERMINGHAMMontage International

JOE D’ALESSANDROSan Francisco Travel Association

Minutes2019 Fall Board Meeting Minutes

2019 Fall Marketing Advisory Committee MinutesOct. 11, 2019, Santa Barbara, California

COMMISSION MEETING MINUTES California Travel and Tourism Commission – Oct. 11, 2019 – Rosewood Miramar Beach Hotel

1

CALL TO ORDER The California Travel and Tourism Commission (CTTC) Meeting was held in The Rosewood Miramar Beach Hotel in Montecito, California at 8:38 a.m. PST on Oct. 11, 2019 with Chair James Bermingham presiding. Attendance

Commissioner Roll Call Commissioner Roll Call Beck, Paula (Vice Chair)

Present Kelliher, John Present

Bermingham, James (Chair)

Present King, Brian Absent

Buffo, Gary Present Klein, Tom Absent Burba, Jim Present MacRae, Terry Absent Cannella, Anthony Absent Martin, Noreen Absent Clarke, Jason Present Meisner, Jordan Absent Cox, Russ Present Mendonca, Lenny Absent D’Alessandro, Joe Present Patel, Sima Present D’Amaro, Josh Absent Ronchetti, Peter Absent Dunne, Michael Absent Schuster, Carl Absent Fat, Kevin Absent Singh-Allen, Bobbie Present Gleason, Robert Absent Tormey, Paul Absent Gordon, Dan (Chief Fiscal Officer)

Present Webster, Benjamin Present

Harvey, Dan Present Wooden, Ernest Present Irwin, Karen Absent Zanger, Gene

(Vice Chair) Present

Motion made by Commissioner Buffo to approve the Commission Meeting minutes from the May 17, 2019 meeting. Seconded by Commissioner Singh-Allen. Motion approved.

Commissioner Vote

(Y/N/A) Commissioner Vote

(Y/N/A) Beck, Paula (Vice Chair)

Y Harvey, Dan Y


Y Kelliher, John A

Buffo, Gary Y Patel, Sima Y Burba, Jim Y Singh-Allen, Bobbie Y Clarke, Jason Y Webster, Benjamin A Cox, Russ Y Wooden, Ernest Y D’Alessandro, Joe Y Zanger, Gene

(Vice Chair) Y

Gordon, Dan (Chief Fiscal Officer)

Y



2

CHAIR WELCOME AND OPENING REMARKS Chair Bermingham outlined the meeting agenda highlights including:

• An important interactive discussion around Visit California’s role in stewardship • Introducing and electing new board members • Reviewing the FY18/19 audited financials • Voting on market reallocations to address economic conditions

Chair Bermingham also gave an update on IPW in Anaheim and Visit California’s continued efforts in the Middle East. CEO REPORT Visit California President & CEO Caroline Beteta reported on the success of California’s tourism industry and provided updates on current and upcoming activities including:

a) National Perspective on Tourism and the Economy i. California Real ID

b) State Perspective on Tourism and the Economy c) Current Commission operations, action items and priorities

i. Governor’s Transition Update i. El Salvador ii. Lieutenant Governor’s Mexico Mission

ii. Year in Review iii. Marketing Renewal Update

Beteta then showed a video, “Visit California At Work”, which highlights program updates and metrics for May-Sept. 2019.

GUEST SPEAKER Tom Ross, Partner at Meridian Pacific presented an update on the Marketing Renewal to the commission. NOMINATING COMMITTEE UPDATE Vice Chair Beck reported on the new commission appointments. Vice Chair Beck opened the floor for discussion, consideration and vote on the following candidate to fill an accommodations vacancy on the board.

• Peter Clarke, Vice President of Operations for the West Coast for InterContinental Hotels Group.

Motion made by Commissioner Cox to recommend Peter Clarke to serve on Visit California’s board under the accommodations segment. Seconded by Commissioner Wooden. Motion approved.

Minutes 7


3

Commissioner Vote



Y Harvey, Dan Y


Y Kelliher, John Y

Buffo, Gary Y Patel, Sima Y Burba, Jim Y Singh-Allen, Bobbie Y Clarke, Jason Y Webster, Benjamin Y Cox, Russ Y Wooden, Ernest Y D’Alessandro, Joe Y Zanger, Gene

(Vice Chair) Y


Y

Vice Chair Beck opened the floor for discussion, consideration and vote on the following candidate to fill an attractions vacancy on the board.

• Pete Sonntag, Senior Vice President of Mountain Division for Vail Resorts. Motion made by Commissioner D’Alessandro to recommend Pete Sonntag to serve on Visit California’s board under the attractions segment. Seconded by Commissioner Kelliher. Motion approved.

Commissioner Vote



Y Harvey, Dan Y


Y Kelliher, John Y

Buffo, Gary Y Patel, Sima Y Burba, Jim Y Singh-Allen, Bobbie Y Clarke, Jason Y Webster, Benjamin Y Cox, Russ

Y Wooden, Ernest Y

D’Alessandro, Joe Y Zanger, Gene (Vice Chair)

Y


Y



4

PUBLIC AFFAIRS / WHY TRAVEL MATTERS Vice Chair Beck gave an update on Public Affairs priorities including the following:

a. Workforce Development Month FINANCIAL REPORT Chair Bermingham asked Chief Fiscal Officer Dan Gordon to give an overview of Visit California’s recent financials and audit report. Ed Fahey from RINA Accountancy presented the reviewed audited financial statements through June 30, 2019. Visit California Chief Operating Officer Matthew Sabbatini reported on budget variances through June 30, 2019. Motion made by Commissioner Webster to approve the June 30, 2019 Audited Financial Statements. Seconded by Commissioner D’Alessandro. Motion unanimously approved.

Commissioner Vote



Y Harvey, Dan Y


Y Kelliher, John Y


(Vice Chair) Y


Y

Visit California Chief Operating Officer Matthew Sabbatini reported on the budget to actuals for the first two months of fiscal year 19/20. DESTINATION STEWARDSHIP AND RESPONSIBLE TRAVEL Beteta gave an update on Visit California’s destination stewardship plan. Beteta then handed it over to the Coraggio Group to walk the Commission though an interactive workshop.

Minutes 9


5

MARKET REALLOCATION Chair Bermingham called for a vote for the market reallocation based on the media scenarios reviewed by Beteta. Motion made by Commissioner Cox to approve the recommendation for market reallocation. Seconded by Commissioner Kelliher. Motion unanimously approved.

Commissioner Vote



Y Harvey, Dan Y


Y Kelliher, John Y


(Vice Chair) Y


Y

OTHER MATTERS Chair Bermingham presented on the upcoming board meetings/events and opened the floor up for other matters. There were none. AGENDA ITEMS FOR FUTURE MEETINGS Chair Bermingham opened the floor up for future agenda items.

• Commissioner Kelliher asked that an update on Shared Economies be added to the Winter Board Meeting Agenda.

PUBLIC COMMENT Chair Bermingham opened the floor up for public comment. There were no public comments.



6

ADJOURNMENT Motion by Commissioner D’Alessandro to adjourn the Commission Meeting. Seconded by Commissioner Singh-Allen. Motion unanimously approved.

Commissioner Vote



Y Harvey, Dan Y


Y Kelliher, John Y


(Vice Chair) Y


Y

Meeting was adjourned at 12:58 p.m., Oct. 11, 2019

Minutes 11

MARKETING ADVISORY COMMITTEE MEETING MINUTES California Travel and Tourism Commission – Oct. 11, 2019 – Rosewood Miramar Beach Hotel

CALL TO ORDER The California Travel and Tourism Commission (CTTC) Marketing Advisory Committee Meeting was held in The Rosewood Miramar Beach Hotel in Montecito, California at 11:08 a.m. PST on Oct. 11, 2019 with Vice Chair Zanger presiding. Attendance

Marketing Advisory Committee Roll Call

Marketing Advisory Committee Roll Call

Adams, Kimberly Absent Klein, Tom Absent Andrews, Stephen Absent King, Brian Absent Baker, Laurie Absent MacRae, Terry Absent Beck, Paula (Vice Chair)

Present Mandeville, Diane Present


Present Martin, Noreen Absent

Bruinzeel, Susan Present McAlea, Mary Ann Absent Buffo, Gary Present Meisner, Jordan Absent Burba, Jim Present Mendonca, Lenny Absent Burress, Jay Absent Miller, David Absent Cannella, Anthony Absent Miller, Kelly Absent Clarke, Jason Present O’Keefe, Rob Present Cox, Russ Present Orfield, Gary Absent D’Alessandro, Joe Present Patel, Sima Present D’Amaro, Josh Absent Paver, Kathy Absent Davison, Chuck Present Pickett, Howard Present Dunne, Michael Present Rhea, Wes Absent Eley, Candice Absent Ronchetti, Peter Absent Fat, Kevin Absent Schuster, Carl Absent Fernandes, Agnelo Absent Senior, Jeff Absent Fuller, Ed Present Sherwin, Gary Absent Gallagher, Mike Present Singh-Allen, Bobbie Present Gleason, Robert Absent Smits, Kathy Absent Gordon, Dan (Chief Fiscal Officer)

Absent Terzi, Joe Absent

Harris, Charles Absent Testa, Mike Absent Harvey, Dan Present Tormey, Paul Absent Horvath, Christine Absent Urdi, John Absent Irwin, Karen Absent Vecchio, Claudia Absent Janega-Dykes, Kathy Present Wagner, Julie Absent Kapich, Kerri Absent Webster, Benjamin Present Kelliher, John Present White, Scott Absent Kern, Misti Present Wooden, Jr., Ernest Present Kiely, Tom Absent Zanger, Gene

(Vice Chair) Present



Motion made by Kathy Janega-Dykes to approve the Marketing Advisory Committee minutes from the May 17, 2019 meeting. Seconded by Ed Fuller. Motion approved.

Marketing Advisory Committee

Vote (Y/N/A)


Vote (Y/N/A)

Beck, Paula (Vice Chair)

Y Harvey, Dan Y


Y Janega-Dykes, Kathy Y

Bruinzeel, Susan Y Kelliher, John Y Buffo, Gary Y Kern, Misti Y Burba, Jim Y Mandeville, Diane Y Clarke, Jason Y O’Keefe, Rob Y Cox, Russ Y Patel, Sima Y D’Alessandro, Joe Y Pickett, Howard Y Davison, Chuck Y Singh-Allen, Bobbie Y Dunne, Michael Y Webster, Benjamin A Fuller, Ed Y Wooden, Jr., Ernest Y Gallagher, Mike Y Zanger, Gene

(Vice Chair) Y

VICE CHAIR OPENING REMARKS Vice Chair Zanger discussed domestic media shifts to protect against a potential market softening and to maintain positive return on advertising spend results. Vice Chair Zanger gave an update on Visit California’s industry committee meetings. CEO MARKETING REPORT Visit California President & CEO Caroline Beteta reported on key marketing activations. She provided updates on current and upcoming initiatives including:

a) New TV Creative b) China Media c) Consumer Website Migration d) California Surfing Day e) 2020-2022 Marketing Plan Update

Minutes 13


FY 19/20 PROGRAM OF WORK UPDATE Visit California Chief Operating Officer Matthew Sabbatini, Vice President of Marketing Lynn Carpenter, Visit California Vice President of Communications Ryan Becker and Visit California Associate Vice President of Global Marketing Leona Reed provided updates on the FY19/20 program of work. Visit California Vice President of Marketing Lynn Carpenter gave an update on Visit California’s TV creative and an update on global media spend. Visit California Associate Vice President of Global Marketing Leona Reed gave an update on international priorities, specifically on India, China and Australia. She also gave an update on international airlift. Visit California Vice President of Communications Ryan Becker presented on Global Public Relations and Communications. Becker gave an update on the global earned media strategy and current media results. He also gave an update on PR measurement migration. Chief Operating Officer Matthew Sabbatini gave an update on the California Welcome Centers, specifically he discussed the new CBX Welcome Center. MARKET REALLOCATION Beteta gave an overview of the recommendation for market reallocation to respond to the softening economy. Vice Chair Zanger called for a vote for the recommended market reallocation. Motion made by Commissioner Wooden to approve the recommendation for market reallocation. Seconded by Commissioner Singh-Allen. Motion unanimously approved.


Vote (Y/N/A)


Vote (Y/N/A)


Y Harvey, Dan Y



Bruinzeel, Susan Y Kelliher, John Y Buffo, Gary Y Kern, Misti Y Burba, Jim Y Mandeville, Diane Y Clarke, Jason Y O’Keefe, Rob Y Cox, Russ Y Patel, Sima Y D’Alessandro, Joe Y Pickett, Howard Y Davison, Chuck Y Singh-Allen, Bobbie Y Dunne, Michael Y Webster, Benjamin Y Fuller, Ed Y Wooden, Jr., Ernest Y Gallagher, Mike Y Zanger, Gene

(Vice Chair) Y



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 Motion made by Commissioner Singh-Allen to adjourn the Marketing Advisory Committee Meeting. Seconded by Misti Kerns. Motion unanimously approved.


Vote (Y/N/A)


Vote (Y/N/A)


Y Harvey, Dan Y



Bruinzeel, Susan Y Kelliher, John Y Buffo, Gary Y Kern, Misti Y Burba, Jim Y Mandeville, Diane Y Clarke, Jason Y O’Keefe, Rob Y Cox, Russ Y Patel, Sima Y D’Alessandro, Joe Y Pickett, Howard Y Davison, Chuck Y Singh-Allen, Bobbie Y Dunne, Michael Y Webster, Benjamin Y Fuller, Ed Y Wooden, Jr., Ernest Y Gallagher, Mike Y Zanger, Gene

(Vice Chair) Y

Meeting was adjourned at 12:21 p.m., Oct. 11, 2019

Minutes 15

With a broad range of activity across a growing number of markets, Visit California’s consumer marketing program of work is intended to fuel inspiration and desire for California and its travel experience worldwide. In concert with owned and earned media activity, paid media channels reach designated target audiences to provide optimal ROI for the industry’s investment.

P R O G R A M S U M M A R Y

Paid Media


Global brand impressions

962 million$4.4 million investment

Oct. 1, 2019 – Jan. 31, 2020

Global Brand Investments & Results | Oct. 1, 2019 – Jan. 31, 2020

Australia$146,000 investment49.5 million impressions

Canada$475,200 investment83.6 million impressions

China$323,600 investment70.9 million impressions

Mexico$128,000 investment100.6 million impressions

United Kingdom$383,000 investment62.1 million impressions

United States$2.7 million investment309.7 million impressions

TIER 1

TIER 2

Brazil$28,300 investment1.2 million impressions

France$24,800 investment286,900 impressions

Germany$25,700 investment340,600 impressions

India$39,400 investment69.1 million impressions

Japan$47,500 investment90.2 million impressions

South Korea$35,000 investment124 million impressions

Brand Campaign Updates | Oct. 1, 2019 – Jan. 31, 2020

‘Jonny Moseley’s Wildest Dreams’

112 millionimpressions

37.9 millionimpressions

$1.71 millioninvestment

$241,400investment


$151,100investment

2 new videos

Paid Media 19

‘Parents Love It’ and ‘Spoiled’

The popular global spots continued to run online to

maximize exposure within top viewing environ-

ments. To stay up to date on the most buzzworthy

attractions in the golden state, new scenes were

filmed for “Parents Love It” at Universal Studios

Hollywood and Disneyland Resort to spotlight their

newest offerings, Jurassic World and Star Wars:

Galaxy’s Edge. The refreshed spot will launch in

Spring 2020.

9.8 millionvideo views

‘Catch the Winter Wave’

Visit California invited travelers to experience why winter in the Golden

State is different with the launch of the annual snow campaign, “Catch

the Winter Wave” in October 2019. The annual campaign continues to

inspire visitors to embrace California’s surf culture in the mountains and

is anchored by paid media activity in the U.S. market, with support from

Visit California’s own robust owned channels and an earned media

program. The target audience this year has shifted to focus on millennials

with kids and to promote off-mountain activities for the whole family,

targeting long-haul mid-week travelers as well as spring skiing.

Visit California kicked off the winter season with a rush of adrenaline and

a dash of humor with new snow-themed episodes of the popular outdoor

series “Jonny Moseley’s Wildest Dreams” which aired in the U.S., Canada,

U.K. and Australia. Jonny headed out to the Lost Sierra in Plumas County

to film the episodes “SnowMoto!” and “Longboard!” where he learns to

navigate the winter terrain on a snowmoto bike and master the world’s

oldest downhill ski sport on 15-foot skis.

Plumas county

Big Bear, Lake Tahoe, Mammoth Lakes


$100,000investment

#ShopLoCAL


Australia43.3 million impressions$87,800 investment

France286,900 impressions$24,800 investment

United Kingdom34.6 million impressions$80,100 investment

Japan90.2 million impressions$47,500 investment

Canada37.2 million impressions$92,000 investment

United States102.1 million impressions$223,900 investment

China65.9 million impressions$298,600 investment

Brazil1.2 million impressions$28,300 investment

Germany340,600 impressions$25,700 investment

South Korea124 million impressions$35,000 investment

Mexico100.6 million impressions$128,000 investment

‘Always On’ Digital Campaigns | Oct. 1, 2019 – Jan. 31, 2020

In an effort to drive shopping at California retailers

following the impact of the Public Safety Power Shutoffs in

Fall 2019, Visit California launched #ShopLoCAL, a digital

campaign to encourage travelers who had trips booked to

do their holiday shopping at retailers in the Golden State.

Custom graphics and hashtags were created and deployed

across paid and owned channels and a digital toolkit was

developed to give industry members an opportunity to

share on their own channels.


Visit California’s owned media content is designed to inspire consumers and influence destination selection through a mix of enticing and informational content. From its global suite of websites to print publications, social media channels, email marketing, as well as the California Now blog and podcast, this comprehensive owned landscape works in tandem with integrated efforts to reach potential travelers.

Owned Media


In line with Visit California’s road trip initiative, visitors can find all of the locations featured in the “Born to be Wild” digital campaign on VisitCalifornia.com and enjoy itineraries for the ultimate California adventure.

To support wildfire recovery efforts, the Travel Updates page was refreshed to include recovery messaging.

Content was developed to encourage travelers to enjoy all that California’s winter has to offer.

Following the opening of the CBX Welcome Center, content was created to further promote the popular gateway between California and Mexico.

71 new content pieces

4.6 million users

5.9 million sessions

7.6 million pageviews

1.95 million total partner handoffs

Global Traffic on Visit California Websites | Oct. 1, 2019 – Jan. 31, 2020

visitcalifornia.com/now

Owned Media 23

Oct. 1, 2019 – Jan. 31, 2020

The biweekly California Now Podcast hosted guests

like Curtis Stone, Jonny Moseley, Travel + Leisure

Editor in Chief Jacqui Gifford, U.K. podcaster Emma

Gannon etc. Highlights include a “Skiing and

Boarding” episode aligned with “Catch the Winter

Wave,” popular attractions, such as the San Diego

Zoo and LEGOLAND California, and a special

episode focusing on Sonoma County to assist in

crisis recovery efforts.

• 8 new episodes

• 25,000 downloads/listens

• 56 min avg listen time (+12% YOY) per device (iTunes)

• 80 countries reached

• 23,000 partner handoffs (+35% YOY)

The California Now lifestyle news site

continues to be a staple in Visit California’s

“Always On” content creation and distribution

ecosystem. Events were highlighted such as

the opening of Star Wars: Galaxy’s Edge at

Disneyland Resort™ and Jurassic World at

Universal Studios Hollywood™ as well as

numerous festivals and events that took place

across the Golden State. Additionally, content

was deployed to inform travelers about

wildfires and Public Safety Power Shutoffs

(PSPS) that could impact travel plans. Once

the crisis had passed, galleries were created

with real time user generated content to

combat misconceptions surrounding crisis

impacted areas.

Lifestyle News Site

Podcast

• 72 original content pieces

• 895,000 pageviews

• 92,300 partner handoffs


United StatesEngagements: 44,000Impressions: 3 million

CanadaEngagements: 3,000Impressions: 302,700

United KingdomEngagements: 13,500Impressions: 999,800

AustraliaEngagements: 7,100Impressions: 581,900

MexicoEngagements: 40,800Impressions: 2.3 million

BrazilEngagements: 19,200Impressions: 426,600

Social Media | Oct. 1, 2019 – Jan. 31, 2020

INSTAGRAM (515,700 FOLLOWERS)Engagements: 439,700Impressions: 8.6 million

SINA WEIBO (CHINA)(281,000 FOLLOWERS)Engagements: 9,000Impressions: 12.7 million

PINTEREST (11,700 FOLLOWERS)Engagements: 960Impressions: 609,200

WECHAT (18,000 FOLLOWERS)

FACEBOOK (1.9 MILLION TOTAL FOLLOWERS)

TWITTER (99,900 FOLLOWERS)Engagements: 8,600Impressions: 1.4 million

YOUTUBE(29,200 SUBSCRIBERS)Video Views: 30.3 million

JapanEngagements: 28,300Impressions: 397,900

FranceEngagements: 11,100Impressions: 500,800

South KoreaEngagements: 3,500Impressions: 169,200

GermanyEngagements: 6,700Impressions: 454,800

IndiaEngagements: 1,700Impressions: 114,800

ItalyEngagements: 3,900Impressions: 96,700

ScandinaviaEngagements: 430Impressions: 19,600

Total Social Following: 2.8 millionTotal Impressions: 32.8 million

Total Reach: 14.7 millionTotal Engagement: 647,400

New Social Media Markets

In order to capitalize

on a active social audience

that account for 82%

of all internet users, Visit

California launched its

Scandinavia Facebook

page in Denmark, Sweden,

Norway, and Finland.

Healdsburg, Sonoma County

2020 Official

Vacation Map

visitcalifornia.com

Can’t-MissRestaurants

+157

V I S I T C A L I F O R N I A . C O M

2020 OFFICIAL VISITOR’S GUIDE

WHERE TO GO

NOWWINE COUNTRY

BEACHES

THEME PARKS

MOUNTAINS

DESERTS

HIDDEN GEMS

AND MORE!

STEVE MARTINSHARES HIS TAKE ON THE GOLDEN STATE

Owned Media 25

Visit California’s email marketing strategy continues to be one

of the most direct, efficient and cost-effective ways to reach

consumers. Direct-to-consumer e-newsletters regularly deliver

informative and entertaining updates that guide readers back

to VisitCalifornia.com and the California Now Blog, initiating

handoffs to industry partners and destinations. The program

distributes market specific content in Australia, Canada, Germany,

Mexico, the United Kingdom and the U.S.

Email Marketing | Oct. 1, 2019 – Jan. 31, 2020

California Visitor’s Guide & Official State Map

• 480,000 subscribers (6.7% increase YOY)

• 804,800 opens/14% open rate (21% increase YOY)

• 66,000 VisitCalifornia.com click-throughs

The 2020 California Visitor’s Guide was released, featuring entertainment legend Steve

Martin on the cover. The Hollywood legend embodies the California spirit from his early

days selling programs at Disneyland to his success in Hollywood as an actor and musician

and his most recent accomplishment, a newly released song titled “California.” The

200-page guide continues to be a source of inspiration for travelers where they will find

informative and entertaining articles such as “California Surf Culture: An A to Z Guide”

and “Choose Your Own Ultimate Snow Getaway,” as well as a guide to culinary road trips

featuring top chefs from around the state. New this year, the front of the guide show-

cases topical information on Sonoma County, recently opened Food Halls and

up-in-coming trends. Additionally, each regional section provides a QR code allowing

readers to learn more by directing them online.

• 500,000 circulation

California Welcome Centers | Oct. 1, 2019 – Jan. 31, 2020

ANDERSON

TRUCKEE

AUBURN

EL DORADOHILLSSANTA ROSA

SAN FRANCISCO

MAMMOTH LAKES

MERCEDGILROY

SALINAS

PISMO BEACH

BARSTOW

YUCCA VALLEYONTARIOLOS ANGELES

OCEANSIDECROSS BORDER XPRESS

SAN CLEMENTE

FAIRFIELD

RIDGECREST

TORRANCE

LEGEND

Exisiting Coming Soon

CALIFORNIAWELCOME

CENTER


Continued expansion of the California Welcome Center

network was announced in October 2019 with the forthcoming

additions of Fairfield, Torrance and Ridgecrest that all have

planned openings in 2020. California Welcome Centers

provide a key touchpoint with travelers throughout the Golden

State offering itinerary suggestions, unique experience

suggestions and more.

• 396,000 visitors

Fairfield

Ridgecrest

Torrance

New Locations Coming Soon


Visit California’s public relations efforts leverage both traditional media strategies and work with influencers to amplify the California experience around the world. Earned media is a leading strategy of Visit California’s global marketing efforts, boosting the state’s visibility through print, broadcast and social deployments, as well as marquee events and activations that shine a global spotlight on the Golden State.

Earned Media


1,062 placements

Key Media Placements | Oct. 1, 2019 – Jan. 31, 2020

Oct. 1, 2019 – Jan. 31, 2020

Global Impressions

1.1 billion

“20 activities that redefine California’s Luxury with Epic Experiences”

— Vogue Online (China)

“Six most beautiful wineries in Napa Valley”

— GQ

“From Basketball to Skate: Here’s how to enjoy California sports tourism”

— IG Online

“6 Hotel Pools in Los Angeles Worth Booking a Room For”

— Vogue (Australia)

Earned Media 29

Broadcast Highlights | Oct. 1, 2019 – Jan. 31, 2020

China

Shenzhen mobile TV & DV ChannelDuring a recent media event in China, Visit California worked with Aston Martin to provide an immersive driving experience to generate story-telling awareness

of California as the Road Trip Republic.

Destinations featured:Los Angeles, Monterey, San Luis Obispo, Santa Barbara

Japan United Kingdom

Travel Salad TV“TABI SALAD” is a 90-minute weekend travel-focused morning show. The show features an insider’s guide to destinations and continues to be highly influential in

setting trends for travel.

Destinations featured:Berkeley, Carmel, Death Valley, Lake Tahoe, Monterey, Napa, San Francisco, Sonoma, Yosemite

Tom Kerridge’s American Feast — UKTV Good FoodIn his new gourmet 10-part series, top chef Tom Kerridge travels coast to coast across America to find the country’s best kept food secrets, looking at California’s farm to fork movement, melting pot of cultures and

coastal cuisine.

Destinations featured:Mendocino, Oakland, Sacramento, Sonoma, Yolo County

France 5 TVHost Raphael de Casabianca visited Northern California to experience the inspiring landmarks that define the Golden State. Alongside two Michelin-starred chef Dominique Crenn he visited the iconic Ferry Building and Sonoma Valley before

finishing his trip in Yosemite.

Destinations featured:Alameda, Big Sur, San Francisco, Sonoma, Yosemite

France India

Autocar To highlight Northern California’s fantastic road trips and hidden gems, Autocar was hosted for seven filming days covering

various Northern California regions.

Destinations featured:Fort Bragg, Redwood National and State Parks, San Francisco


Influencers Hosted: 63 Total Potential Reach: 164 million

Influencer Campaigns | Oct. 1, 2019 – Jan. 31, 2020

Global Influencer Advisory Board Meeting and Post and Influencer trips Visit California’s Global Influencer Advisory

Board, comprised of eight content creators

from five countries, gathered in Palm

Springs in October 2019. Following two

days of discussions around the evolution

of consumer engagement, live content,

brand partnerships and SEO, the group

embarked on individual adventures

throughout Greater Palm Springs.

8 influencers

2.1 million total potential reach

Influencer Family Snow Campaign In late January, Visit California hosted

“Just Add Snow,” a multi-market

influencer program to showcase

winter in California and how easy it is

to add a snow getaway to a California

trip. The program included six families

from four markets, who enjoyed iconic

California vacation locations and

non-ski snow activities.

827,000 total potential reach

6 influencers

Earned Media 31

Featured Influencer Campaigns | Oct. 1, 2019 – Jan. 31, 2020

Canada China

California Ambassadors: Bella BucchiottiDec.8–13, 2019

To strengthen Visit California’s relationship with

Canadian influencers and create long-term

California ambassadors, Visit California Canada

is selecting influencers for year-long partner-

ships. The first ambassador, Bella Bucchiotti,

visited Southern California in December, this

was the first of two trips and a series of content

to post throughout the year.


Destinations visited: Greater Palm Springs, Inland Empire, Orange County

South Korea

California for FoodiesOct. 25–Nov. 1, 2019

In partnership with KEB Hana Card, one

of the top credit card companies in South

Korea, Visit California brought nine

influencers on a trip to Northern California

in late October to experience the region’s

diverse culinary offerings. Along with

social and traditional media coverage, the

project included ad exposure from Hana

Card showcasing California’s vibrant

culinary scene.


Destinations visited:Berkeley, Napa Valley, Sacramento, San Francisco

California InsidersDec. 8–17, 2019

During the California Insiders project, in

partnership with Sina Travel and Hertz, eight

influencers went on six California road trips.

The project served as a soft social activation

as part of a larger roll out of the Road Trip

Alliance, the in-market version of the ‘Road

Trip Republic’ in China.

150 million total potential reach

Destinations visited:Anaheim, Amador, Half Moon Bay, Los Angeles, Monterey, Napa, Palm Springs, Placer County, San Francisco, Santa Barbara, Santa Monica, Sacramento, Sonoma, Yosemite

United States

Road Trip Republic Influencer CampaignSeptember–November 2019

To draw further awareness to California’s

road trip offerings and the itineraries

found on the Road Trip Republic platform,

Visit California hosted eight influencer

trips between September and November.

The road trips showcased everything from

hidden beaches and taco treks to national

parks and family adventures.

5.1 million total potential reach

Destinations visited:Carmel-by-the-Sea, Costa Mesa, Dana Point, Death Valley, Fort Bragg, Half Moon Bay, Kings Canyon / Sequoia National Park, Humboldt County, Los Angeles, Marina del Rey, Mendocino, Monterey County, Oceanside, Redding, San Francisco, San Jose, Santa Barbara, Santa Cruz, San Diego, Shasta Cascade, Siskiyou County


Media events bring the California experience to destinations around

the world. In-market events highlight the Golden State’s offerings

and the latest state tourism developments.

Media Events | Oct. 1, 2019 – Jan. 31, 2020

Atlanta Media Boot CampNov. 5–7, 2019

Visit California’s fourth Experience California: Media Boot Camp event brought destination partners to Atlanta and Birmingham to meet with key media, influencers and editors in the region. The event included a series of immersive networking experiences in Atlanta, including speed-dating media sessions and a chef demonstration, along with a California-inspired lunch at the Meredith Food Studios in Birmingham, Alabama.

57 media and influencers

14 California delegates

New York City Media Mission 2020 & IMM USA 2020Jan. 21–24, 2019

A delegation of California

destination and attraction

partners journeyed to New York

in January to take part in Visit

California’s second annual New

York City Media Mission, including

the California Pavilion at IMM USA

2020. Additional events included

the Visit California-hosted

exclusive IMM Welcome Reception,

an influencer event with key

content creators and an editor’s

event at Meredith headquarters.

400+ media attendees


California Foodie Tour Through GermanySept. 4, 2019, Nov. 27, 2019, Jan. 30, 2020

Through a series of culinary

events across the country, media

and influencers had the chance

to indulge in California cuisine

through intimate workshops and

events to further highlight the

new California Michelin Guide.

Additionally, a Thanksgiving-

themed event took place in

Hamburg inviting in-market

journalists to get a taste of the

U.S. tradition.

37 media

ILTM Media Track & France Media DaysDec. 4–5, 2019

Visit California and a delegation of destination partners traveled to France in December to showcase California’s laid-back luxury lifestyle and offerings at ILTM in Cannes. The final two days of the trip featured a series of media events in Paris, including a special event at Michelin headquarters in Boulogne Billancourt, attended by editors from the company’s signature guides.

50 media attendees


Earned Media 33

California Restaurant Month

January marked the return of California Restaurant Month bringing together dozens of destinations and their top restaurants to shine a global spotlight on the Golden

State’s foodie finds. Strategic owned channel content and a comprehensive earned media approach amplified the messaging.

Three influencers were sent off on culinary adventures across 10 destinations to highlight restaurants and communities they visited.

Additionally, the popular Twitter Chat returned creating social buzz.

331 contributors

3,500 tweets

2.7 million reach

Market Name Destinations Media & Influencer Participants

Canada Visit California Culinary Road Trip

Los Angeles, Palm Desert, Palm Springs, Pasadena

Quench Magazine, @VancouverFoodie, @EatFamous, Ottawa Citizen

Germany Northern & Southern California

Carmel, Crescent City, Death Valley, Eureka, Healdsburg, Humboldt County, Kings Canyon/Sequoia National Park, Lake County, Lake Tahoe, Lassen, Mammoth Lakes, Mendocino, Merced, Oakland, Redding, San Francisco, San Jose, Santa Cruz, Santa Ynez, Shasta Lake, Siskiyou County, Sonoma, Yosemite

DuMont Reisewelt, America Journal

Japan Gateway & Road Trips Lodi, Marin County, San Francisco, Pinnacles National Park, San Jose, San Mateo, Sausalito, Silicon Valley, Stockton

Business Journal, Gendai Business, Ginger, Kateigaho.com, LINE Travel Japan, Precious.com

United States Rose Dommu, Out Magazine

Palm Springs, San Francisco, West Hollywood Out Magazine

Global Media Hosted: 89 Destinations Visited: 72

Press Trips | Oct. 1, 2019 – Jan. 31, 2020

40 participating destinations

Alameda

Berkeley

Butte County

Calistoga

Carmel-by- the-Sea

Concord

Conejo Valley

Cupertino

Downtown Alhambra

Downtown Sacramento

El Dorado County

Elk Grove

Greater Palm Springs

Julian

Los Angeles

Madera County

Mendocino County

Monterey

Napa Valley

Newport Beach

Oakland

Pasadena

Placer County

Rancho Cordova

San Diego

San Francisco

San Jose

Santa Maria Valley

Santa Monica

Santa Ynez Valley

SLO CAL

Sonoma

South Lake Tahoe

Stockton

Temecula Valley

Torrance

Tuolumne County

Twentynine Palms

Vacaville

Yosemite

Travel TradeP R O G R A M S U M M A R Y

Travel trade is a foundational audience Visit California targets to reach consumers, especially in key international markets where long-haul travel to California is still primarily booked through travel agencies, tour operators and airlines. Designed to inspire and educate to increase sales, travel trade marketing influences travel decisions and boosts the state’s visibility in packaged travel.


Marketing Activity MapTrade programs Visit California

led or participated in from

Oct. 1, 2019–Jan. 31, 2020.

263 California delegates participating in Visit California events

OCT. 1, 2019 – JAN. 31, 2020

BRAZILCalifornia Training DayOct. 9Festuris — Trade ShowNov. 9–10

MEXICORoad Trip product manager FAMOct. 21–26Best Day WorkshopCancun, GuadalajaraNov. 7, 12Connecta Trade ShowGuadalajaraNov. 22

CALIFORNIACanada Northern & Southern California Road Trip FAMsOct. 20–25

Travel Trade 37

6,700 Visit California meetings with global travel trade

OCT. 1, 2019 – JAN. 31, 2020

CHINAClub California

SessionHangzhou,

Central China, Beijing,

ShenzhenOct. 25–26, Nov. 15–16,

Dec. 24, Jan. 9–10

SOUTH KOREACA Star Training through Culinary “California Wine Night”Nov. 13

INDIAExplore

California Training Day

Bangalore, Ahmedabad

Oct. 16–17Visit California

India Sales Mission

Jan. 12–18

AUSTRALIAAustralia Travel Agent Influencer FAMNov. 13–19Helloworld/Viva Holidays USA Training DayDec. 2–4

GERMANYCA SuperFAMOct. 3–11California Breakfast ClubOct. 22, Nov. 20, Jan. 14Willy Scharnow FAM TripDec. 3–9

ITALYAmerican Day Event

(Visit USA-Italy)Jan. 18

SCANDINAVIAKLM 100 Years PartnershipOct. 7–10Discover America Sweden Workshop StockholmJan. 14MATKA Travel Fair HelsinkiJan. 16–17TravelMatch Workshop OsloJan. 23

FRANCEFrance Sales

DaysSept. 30–

Oct. 5IFTM Top Resa

Oct. 1–4CA SuperFAM

Oct. 3–11FAM VCA/

EURAMNov. 16–22

ILTMCannes

Dec. 2–5Club California

FranceDec. 10,

Jan. 7

U.K./IRELANDCA SuperFam

Oct. 2–10World Travel Market

& California LiveNov. 3–6

Travel Counsellors Conference & Training Day

Liverpool, BristolNov. 15–17, Dec. 3

Flight Centre Training Day

Nov. 27Elegant Resorts

Training DayDec. 12

JAPANClub California Tokyo, Osaka, NagoyaOct. 4, Nov. 28, Jan. 31Tourism EXPO Japan 2019Oct. 24–27

TAIWANTaipei International Travel FairNov. 8–11


Signature Events

Visit California conducted its first Sales Mission

to India to demonstrate a commitment to the

growing market and to refresh local trade and

media on California products and offerings. The

delegation visited New Delhi and Mumbai and

had numerous opportunities to meet with senior

trade professionals from primary and secondary

cities across India. Additionally, a Media Day was

held during the mission including panel discussions

and one-on-one media interviews in order to

strengthen relationships with media interested

in promoting travel to California.

For the fourth consecutive year, Visit California has transported

the laid-back luxury of California to the global stage on the

French Rivera during ILTM Cannes. One on one meetings

opened the door for new opportunities and new commercial

relationships allowing for further product expansion within key

and emerging luxury markets. A clear highlight of the ILTM

program this year was the exclusive invitation-only Visit

California VIP reception held at the new Martinez Beach Club.

• 29 California delegates

• 700+ trade appointments

Inaugural India Sales Mission | Jan. 12–18, 2020

ILTM Cannes | Dec. 2–5, 2019

A full day was spent with Lieutenant Governor Eleni

Kounalakis, also in India for a mission, with a California

delegation from the Bay Area Council. For more

information on the joint program visit page 42.


• 100+ trade meetings conducted

• 20 media attendees

Travel Trade 39

IFTM Top Resa in Paris is the major travel trade exhibition in France

and is recognized as the primary opportunity to reach French

travel trade buyers. It provides a unique opportunity for the global

travel industry to meet, network, negotiate, conduct business and

stay abreast of the latest developments. Proceeding and following

Top Resa, Visit California coordinated additional Sales Days as an

added opportunity to reach targeted buyers.


• 800+ trade appointments

Along with United Airlines, Visit California co-hosted the

2019 Pan China CAB FAM that included CEOs and General

Managers of key tour operators from Beijing, Shanghai,

Guangzhou, Shenzhen, Hangzhou and Chengdu. The FAM

concluded with a CAB meeting to better understand each

other’s needs and collect market insights in order for tour

operators to better promote California in the coming years.

• 19 trade participants

• 6 destinations visited

IFTM Top Resa & Sales Days | Sept. 30–Oct. 4, 2019

China California Advisory Board | Oct. 29–Nov.6, 2019

Visit California welcomed destination partners to London for

the annual World Travel Market trade show, which attracts over

50,000 global attendees. One-on-one meetings and events in the

booth enabled Visit California to showcase craft beers from San

Diego and wine from Napa, Sonoma and SLO CAL. Programming

kicked off with the now hotly anticipated California Live VIP event

on Sunday. This year, guests were treated to an immersive

California road trip experience through mountain, beach and

desert landscapes with interactive stops along the way.


• 50+ media attendees

• 286 meeting conducted

World Travel Market & California Live VIP Event | Nov. 3–6, 2019


Co-ops | Oct. 1, 2019 – Jan. 31, 2020

Visit California offers a diverse

selection of cooperative marketing

opportunities for industry partners

to gain increased global exposure.

• 16 total co-ops

Co-op Spotlight

Dream Drive Co-op with Hertz

Through an integrated owned, earned and travel

trade approach, Visit California has established a

strategic partnership with Hertz for the coming

years featuring California as the Road Trip

Republic to Chinese travelers. In collaboration

with key trade partners, Visit California will

develop road trip themed packages aimed at

various types of travelers including FIT/Semi-FIT,

FIT business, tailor-made and leisure groups.

California STAR Training Program and Sales Companion | Oct. 1, 2019 – Jan. 31, 2020

This innovative B2B digital platform

continued to expand training, drive sales

and transform agents into ambassadors

for the California experience.

Travel Trade Familiarization Tours | Oct. 1, 2019 – Jan. 31, 2020

Familiarization tours (FAMs) target

travel trade audiences to create

memorable firsthand experiences in

California to increase product knowl-

edge and strengthen brand loyalty to

generate future bookings.

• 15 FAMs

• 128 travel trade participants

• 36 destinations visited

FAM SpotlightIn October, Visit California wrapped the 12th

Annual U.K. SuperFAM with British Airways.

New this year, the SuperFAM included French

wand German travel agents, and focused on

exploring culinary experiences across the State.

The SuperFAM strategically combines destina-

tions to create 8 unique itineraries, giving travel

agents an idea of the depth of diversity California

has to offer their clients.

• 5,600 agents trained

• 923 CA Star graduates

Engagement & Public Affairs


Visit California builds on its marketing program of work with initiatives that ensure tourism is recognized as a catalyst for improving the well-being of all Californians. Public Affairs programs position Visit California as an industry leader by offering expertise to media, industry and government entities. Visit California also builds and maintains relationships with key stakeholders and influential industry leaders to reinforce the value of the hospitality industry to the state of California.


Crisis Response

Lieutenant Governor’s India Mission

In response to the Fall 2019 wildfires and Public

Safety Power Shutoffs, Visit California activated

its crisis response matrix to actively monitor media

coverage in the early stages to gauge global

sentiment. Paid media efforts ran from Nov. 18,

2019–Jan. 28, 2020 with three media partners,

TripAdvisor, Amobee and Facebook first deploying

#ShareTheLove creative followed by hyper-local

messaging and custom creative assets to highlight

that the affected regions were open for business.

• $280,000 total paid investment

Visit California’s India Sales Mission coincided

with Lieutenant Governor Eleni Kounalakis’ mission

to India with delegates from the Bay Area Council.

A reception hosted by the Bay Area Council kicked

off the joint program in New Delhi followed the

next day by a press conference and an intimate

Film Forum round table with the top India film

producers who represent 80% of all Bollywood

production. The successful forum ended with a

signed MOU with the Producers Guild of India,

Visit California and the California Film Commission

indicating intent to further explore joint opportuni-

ties in the coming years.

• 55 Combined California Visit California and Bay Area Council delegates

• 50+ media outlet attendees

• 6 India film producers

To continue supporting these regions, Visit California

helped drive awareness to Wine Country through a

multi-pronged influencer campaign. Two hosted

media trips visited Wine Country and care packages

were sent to 9 influencers, showcasing ways to

support the region by buying local goods and serving

wine from Napa County and Sonoma County.

• 8,200 engagements

• 1.2 million potential impressions

Engagement and Public Affairs 43

REAL ID Legislative Hearing | Nov. 20, 2019

California Hall of Fame | Dec. 10, 2019

El Salvador Visits California FAM trip | Dec. 3–7, 2019

The Assembly Budget Subcommittee on Resources

and Transportation held a hearing to discuss the

implementation of REAL ID alongside DMV Director

Steve Gordon. Visit California President & CEO

Caroline Beteta spoke on the impact to tourism and

the economy should Americans fail to obtain a REAL

ID before the deadline.

Visit California President & CEO

Caroline Beteta provided the

welcome address at the 2019 California

Hall of Fame induction ceremony.

The 2019 inductees include

• Dr. Maya Angelou• RuPaul Charles• Brandi Chastain• Dr. France A. Córdova• Tony Hawk• Jeanne Wakatsuki Houston• Reverend James M. Lawson, Jr.• George Lopez• Wolfgang Puck • Helen M. Turley.

Following the successful mission to El Salvador in

August 2019 organized by the Governor’s office, Visit

California President & CEO Caroline Beteta along with

Ed Fuller, President & CEO of the Orange County

Visitors Association, Kelly Miller, President & CEO of

Visit Huntington Beach and Jim Burba, President of

the Burba Hotel Network hosted a delegation from

El Salvador in December. With the success of tourism

in the Golden state, California tourism experts shared

best practices to help the nation develop its tourism

infrastructure, especially at surfing destinations.

Destinations visited:

Huntington Beach, Costa Mesa, San Clemente


Visit California’s Directors of Client Relations meet

with hundreds of travel-related partners and

organizations and attended a range of industry

events in their districts each year.

• 700 Visit California stakeholders engaged

• 50 events attended

Industry Relations | Oct. 1, 2019 – Jan. 31, 2020

Tourism Works

Visit California expanded its ongoing efforts to

showcase California’s diverse tourism workforce

by producing a series of video profiles of some of

the industry’s most compelling partners. The series —

featuring six tourism partners from Sonoma to

San Diego — launched on Visit California’s Travel

Matters website. They are being distributed on social

media throughout the state, and Visit California is

encouraging all California tourism partners to share

the work. The series highlights key points in tourism

employment — its accessibility, its diversity and

skill-building.

• 6 videos

• 1,300 pageviews

Engagement and Public Affairs 45

Speaking Engagements | Oct. 1, 2019 – Jan. 31, 2020

OCTOBER

1 Ventura County Coast Tourism Summit Ventura

9 Visit Santa Barbara Annual Fall Travel Outlook Santa Barbara

16 Southern California Visitor Outlook Conference Garden Grove

16 San Francisco Travel Board Meeting San Francisco

16 San Francisco Travel Board Meeting Luncheon San Francisco

17 Visit Yolo Board Meeting Winters

21 CLIA: Industry Luncheon Los Angeles

23 Los Angeles Tourism & Convention Board Meeting Los Angeles

23 Visit SLO CAL Education Symposium San Luis Obispo

NOVEMBER

13 Visit Napa Valley Lodging Committee Meeting Napa

15 Sonoma County All Industry Gathering Santa Rosa

20 2019 Catalina Annual Marketing Conference Catalina

DECEMBER

6 Destinations International Annual Convention Anaheim

10 13th Annual California Hall of Fame Sacramento

12 North Lake Tahoe PR Summit Truckee

JANUARY

17 Visit El Dorado County Tourism Summit El Dorado Hills

24 Rancho Cordova Travel & Tourism Hospitality Tourism Summit

Rancho Cordova

1,900 attendees reached

4,000 miles traveled

550minutes of

podium time

Industry Website Resources


Industry Communications

Visit California’s industry website is a digital resource for Golden State travel

and tourism partners to learn about and engage with Visit California.

To enhance the industry website and allow for a more user friendly experi-

ence, updates have been made to the research page and five-year calendar.

These pages now allow for better visualization of data and ease of use.

LinkedIn: 8,760 followers (+760)

Twitter: 7,450 followers (+450)

Facebook: 1,450 followers (+150)

44,500 sessions (+19%)

113,300 users 28,000 pageviews (+39%)

Social Media

industry.VisitCalifornia.com

vote.VisitCalifornia.com

Oct. 1, 2019 – Jan. 31, 2020

Visit California’s referendum website was a digital

resource for tourism industry voters to access

information and a link to vote in the 2019 Visit

California Marketing Renewal Referendum. This site

will continue to be used for future voting needs.

4,800 pageviews

2,200 users

Research

18,600 page views

Newsroom

8,500 page views

Events

3,800 page views

ResourcesP R O G R A M S U M M A R Y


Research Resources

Summary dashboard, reports and global market profiles available at industry.VisitCalifornia.com/Research

Visitor Volume and SpendingEconomic Impact of Travel & Tourism on California:

Detailed statewide travel impact

estimates for California by:

• County

• Region

• Assembly District

• Senate District

International Visitation and Spending in California:

Summary of international visitors and visitors

spending for California, with California’s share

of the U.S. market.

California Travel & Tourism Forecasts:

Semiannual forecast of domestic and interna-

tional visitation and traveler spending with a

five-year outlook for the state and by region.

Visitor and Market profilesDomestic Traveler Profiles:

An overview of domestic travel to California

including short-haul states (primarily western

states), long-haul states (non-western states),

in-state travel by California residents and all

Domestic travelers to California.

International Market Profiles:

Insights on international travelers to

California from markets including Australia,

Brazil, Canada, China, France, Germany,

Hong Kong, India, Ireland, Italy, Japan,

Mexico, Middle East, Netherlands, New

Zealand, Scandinavia, South America,

South Korea, Taiwan and U.K.

Overseas and Mexican Visitors to California:

Total overseas and Mexican visitors

to California.

Lodging and Airlift StatisticsCalifornia Lodging Report:

Monthly and year-to-date changes

including state and regional hotel

occupancy, ADR and RevPAR.

California Airport Passenger Traffic Statistics:

Total domestic and international

passenger traffic in California’s

10 busiest commercial airports.

International Arrivals by Port of Entry (POE):

A monthly summary of International

arrivals at California ports of entry.

First Intended Address (FIA) Report:

A summary of non-resident arrivals

indicating California as their first

intended address.

Research Coop OpportunitiesVisaVue Travel Reports:

Aggregate depersonalized Visa cardholder

transaction data for international or

domestic travelers to California.

XBorder Canada (XBC):

Detailed report sharing Canadian

visitor metrics including surveys among

Canadians who recently traveled to the U.S.

Contact Ani Chibukhchyan at

[email protected]

for more information.

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

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8 9 10 11 12 13 14

15 16 17 18 19 20 21

22 23 24 25 26 27 28

29 30 31

ITB Berlin

Visit California Luxury Forum 2020

France Sales Mission 2020

ITB Berlin

Visit USA Showcase Italy 2020


1

2 3 4 5 6 7 8

9 10 11 12 13 14 15

16 17 18 19 20 21 22

23 24 25 26 27 28 29

Visit USA Showcase Italy 2020

Resources 49

Upcoming Events

March

February

Outlook Forum

Winter Board Meeting

Brand & Content, Rural, International,

Public Relations, California Welcome

Center, Web Task Force Committee Meetings

Destination Stewardship &

Sustainable Travel Task Force Meeting

Culinary Task Force Committee Meeting

Brand & Content Committee Meeting

Scandinavia Sales Days

Scandinavia Sales Days

Go West Summit 2020 State Caucus


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3 4 5 6 7 8 9

10 11 12 13 14 15 16

17 18 19 20 21 22 23

24 25 26 27 28 29 30

31


1 2 3 4 5 6

7 8 9 10 11 12 13

14 15 16 17 18 19 20

21 22 23 24 25 26 27

28 29 30


1 2 3 4

5 6 7 8 9 10 11

12 13 14 15 16 17 18

19 20 21 22 23 24 25

26 27 28 29 30

Greater China Sales and Media Mission

Mexico Sales & Media Mission

ATM Dubai

ITB China 2020

Spring Board Meeting 2020

IPW 2020

IPW 2020

IPW 2020

National Travel & Tourism Week


Upcoming Events

May | California Tourism Month

June

April

Los Angeles Media Reception

International Committee Meeting

Resources 51

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

AMY CHAMBERSTourism Assessment Program Manager

KASSIE CHURCHILLDirector of International Marketing

STEPHANIE DEVRIESExecutive Manager and Commission Liaison

KELLI GERADirector of Corporate Communications

TYLER GOSNELLDirector of International Marketing

HEATHER HUCKEBADirector of Research

JORDAN KERRDirector of Finance/Controller

TANGEE LAIRDVisitor Information and Receptionist

JENNIFER MONTERODirector of International Marketing

AIDA OSTADirector of Travel Trade Marketing

ANGIE PAPPASDirector of Public Relations

AMBER RICHDirector of Engagement

GWYNNE SPANNDirector of Consumer Content

JENNIFER WALKERDirector of Brand Advertising

OFFICERS

JAMES BERMINGHAMChairExecutive Vice President, OperationsMontage International

GENE ZANGERVice Chair of MarketingPartnerCasa de Fruta Parkway, LLC

PAULA BECKVice Chair of OperationsVice President of Global Accounts – WestAvis Budget Group, Inc.

DAN GORDONChief Fiscal OfficerCEOGordon Biersch

BOARD MEMBERS

GARY BUFFOPresidentPure Luxury Transportation

JIM BURBAPresidentBurba Hotel Network

ANTHONY CANNELLAPrincipalNorthStar Engineering Group, Inc.

JASON CLARKEGeneral Manager/ Vice PresidentEnterprise Rent-A-Car

PETER CLARKEVice President CMH Operations WestInterContinental Hotels Group

RUSS COXExecutive Vice President of OperationsInterstate Hotels & Resorts

JOE D’ALESSANDROPresident & CEOSan Francisco Travel

JOSH D’AMAROPresidentWalt Disney Resorts

MICHAEL DUNNEArea Vice President of Operations, CaliforniaHilton Worldwide

KEVIN FATChief Operating OfficerFat Family Restaurant Group

ROBERT GLEASONPresident & CEOEvans Hotels

DAN HARVEYDivision Vice PresidentThe Hertz Corporation

KAREN IRWINPresident & COOUniversal Studios

JOHN KELLIHERFounderGrapeline Wine Tours

BRIAN KINGGlobal Officer – Digital, Distribution, Revenue Management & Global SalesMarriott Business Services

TOM KLEINOwnerRodney Strong Wine Estates

TERRY MACRAEChief Executive OfficerHornblower Cruises and Events

NOREEN MARTINChairmanMartin Resorts, Inc.

JORDAN MEISNERSenior Vice President Field OperationsHyatt Hotels & Resorts

LENNY MENDONCADirectorGovernor’s Office of Business and Economic Development

SIMA PATELChief Executive OfficerRidgemont Hospitality

CODY PLOTTPresident & Chief Operating OfficerPebble Beach Company

PETER RONCHETTIPresident & General ManagerLEGOLAND California Resort

CARL SCHUSTERCEO – Managing PartnerWolfgang Puck Worldwide, Inc.

BOBBIE SINGH-ALLENExecutive Vice President & COOCalifornia Lodging Industry Association

PETE SONNTAGSenior Vice President – Mountain DivisionVail Resorts

PAUL TORMEYRegional Vice President & General Manager California RegionAccorHotels

BENJAMIN WEBSTEROffice Managing ShareholderLittler Mendelson P.C.

ERNEST WOODEN JR.President & CEOLos Angeles Tourism & Convention Board

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.

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