Binder - the California Tourism Industry Website
Binder - the California Tourism Industry Website
Binder - the California Tourism Industry Website
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CEO Report<br />
It’s been scarcely 10 weeks since we last ga<strong>the</strong>red<br />
in Sacramento for meetings and <strong>the</strong> Visit<br />
<strong>California</strong> Outlook Forum – but what a busy<br />
spring it’s been!<br />
We’ve made great strides over that short period<br />
in our work to enrich <strong>the</strong> <strong>California</strong> brand through<br />
engagement.<br />
The recently concluded International Pow Wow<br />
in Los Angeles was an amazing opportunity to<br />
showcase not only <strong>the</strong> L.A. area but <strong>the</strong> entire<br />
Golden State to more than 5,000 attendees. The<br />
225 <strong>California</strong> companies in attendance<br />
conducted an astonishing 25 percent of all Pow Wow meetings.<br />
And <strong>the</strong> Outlook Forum’s sold-out events on February 21-23 provided global<br />
economic overviews and in-depth market insights that <strong>California</strong> tourism<br />
leaders will use to reach potential travelers around <strong>the</strong> globe.<br />
I am deeply appreciative that U.S. Travel Association President and CEO Roger<br />
Dow could be on hand to discuss efforts to tear down travel barriers – and to<br />
help me emcee our <strong>Industry</strong> Recognition Dinner. And thanks to Brand USA<br />
CEO James Evans and CMO Chris Perkins for <strong>the</strong> insider’s look at Brand USA’s<br />
target audience and promotion plans.<br />
The spring travel forecast continues to be cautiously optimistic. Final numbers<br />
released recently by Visit <strong>California</strong> show that visitors spent $102.3 billion in<br />
<strong>California</strong> in 2011 – an increase of 7.6 percent! International visitors continue to<br />
be an important and growing market, with 20 percent of total direct visitor<br />
spending coming from international visitors.<br />
Visit <strong>California</strong>’s efforts to streng<strong>the</strong>n <strong>the</strong> state’s position as <strong>the</strong> No. 1 travel<br />
destination in <strong>the</strong> U.S. include marketing that promotes <strong>California</strong>’s diverse and<br />
abundant attractions and programs that connect with potential travelers,<br />
industry partners and <strong>the</strong> public.
Marketing Promotions<br />
“Hooray Los Angeles” was <strong>the</strong> <strong>the</strong>me of closing night at International Pow<br />
Wow, but we in <strong>California</strong> are saying “Hooray for Pow Wow.” The event’s two<br />
consecutive years in <strong>California</strong> – including San Francisco in 2011 – will mean an<br />
additional $800 million in travel-related spending here over <strong>the</strong> next few years.<br />
International Pow Wow is <strong>the</strong> largest global trade show for U.S. travel<br />
products, and we used <strong>the</strong> grand stage on April 21-25 to increase <strong>California</strong><br />
tourism’s visibility, to meet with <strong>California</strong> travel industry leaders, and to<br />
launch eight post-Pow Wow fams around <strong>the</strong> state for 178 travel trade and<br />
media.<br />
Visit <strong>California</strong>’s special “Club <strong>California</strong>” lounge area was a great place to hold<br />
breakfasts and wine receptions and to meet with assessed industry leaders. I<br />
hope those of you who were able to stop by enjoyed its convenience and<br />
confident statement about <strong>California</strong> travel and tourism.<br />
We’re so pleased that Brand USA used Pow Wow to launch <strong>the</strong> exciting new<br />
national campaign that invites <strong>the</strong> world to “Discover this land, like never<br />
before.” We’re looking forward to working closely with <strong>the</strong>m on strategic<br />
planning so that Visit <strong>California</strong> promotions complement <strong>the</strong>ir efforts. That is<br />
part of our new strategy for global planning that will stretch our marketing<br />
dollars with universal <strong>the</strong>mes that translate across markets and create desire<br />
for <strong>the</strong> <strong>California</strong> experience.<br />
Celebrity spokespeople also figure into <strong>the</strong> strategy, and actor Rob Lowe’s<br />
expanded role as <strong>California</strong>’s official “unofficial” spokesperson continues to<br />
enrich <strong>the</strong> <strong>California</strong> brand. This spring, Visit <strong>California</strong> posted nine Rob Lowe<br />
videos on visitcalifornia.com in which <strong>the</strong> TV and film star gives his insider tips<br />
about his favorite <strong>California</strong> places and activities – everything from “The<br />
Ultimate Road Trip” to his “Favorite Eats.” In an early April satellite media tour,<br />
Lowe shared his love of <strong>California</strong> in 32 interviews – which have resulted in<br />
more than 11 million media impressions.<br />
The ability for a promotion to transcend markets was proven in March, when<br />
we learned that judges of <strong>the</strong> Travel Marketing Awards awarded three top<br />
honors to <strong>the</strong> Visit <strong>California</strong> team in <strong>the</strong> U.K. Visit <strong>California</strong>’s efforts went up<br />
against <strong>the</strong> best, and Virgin Atlantic was <strong>the</strong> only brand to win more TMA<br />
awards. Congratulations to <strong>the</strong> team on <strong>the</strong>se winners: Best Poster Campaign
for “True <strong>California</strong>ns,” Best Use of Affinity Marketing for “TW Steel, <strong>the</strong><br />
<strong>California</strong> Collection,” and Most Innovative Marketing for <strong>the</strong> “<strong>California</strong><br />
Classics” film campaign.<br />
Connections<br />
In addition to our promotional campaigns, we are using social media, <strong>the</strong> web<br />
and traditional media to connect potential travelers with <strong>California</strong> content<br />
and to engage <strong>the</strong>m with all things <strong>California</strong>.<br />
• The ongoing “<strong>California</strong> Milestone Moments” contest urges Facebook<br />
fans to upload photos of <strong>the</strong>ir personal <strong>California</strong> Milestone moments.<br />
• The number of unique visitors on visitcalifornia.com rose nearly 28<br />
percent between April 1, 2011, and March 31, 2012. The number of<br />
visitors who used mobile devices to access our website tripled in that<br />
time!<br />
• Visit <strong>California</strong> introduced a new online media center –<br />
media.visitcalifornia.com – that provides dynamic, searchable content<br />
designed for global media needs and maximizes industry content<br />
submissions.<br />
• Visit <strong>California</strong>-sponsored media events in Los Angeles on March 6 and<br />
New York on March 27 allowed <strong>California</strong> travel and tourism partners to<br />
connect with influential media members.<br />
It’s been a whirlwind two months since our last board meeting, and we look<br />
ahead to a full schedule of opportunities to promote <strong>California</strong>.<br />
The eight-stage Amgen Tour of <strong>California</strong> – a 10-day post card for <strong>the</strong> Golden<br />
State – begins Sunday in Santa Rosa. World-class cyclists will race through<br />
<strong>California</strong>’s spectacular scenery and 13 unique host cities and towns before a<br />
winner is crowned May 20 at L.A. LIVE in Los Angeles.<br />
The whole world will be watching and, once again, <strong>California</strong> will not<br />
disappoint.<br />
Caroline Beteta
President and CEO<br />
Visit <strong>California</strong><br />
Vice Chair, Brand USA
<strong>California</strong> economy to slowly improve in 2012: study<br />
The leading economic sectors in 2012 will be <strong>the</strong> booming technology sector<br />
centered around companies such as Google and Facebook in Silicon Valley,<br />
tourism, international trade and <strong>the</strong> entertainment industry.<br />
February 15, 2012<br />
<strong>California</strong> Travel and <strong>Tourism</strong> – We are open for business!<br />
Thanks to a recent executive order by <strong>the</strong> Obama Administration, <strong>California</strong> is<br />
expected to realize $140 billion of <strong>the</strong> estimated $850 billion in additional revenue<br />
that traveler spending will bring to <strong>the</strong> U.S. through <strong>the</strong> new federal plan for<br />
quicker visa processing.<br />
This announcement came just in time for Visit <strong>California</strong>'s annual Outlook Forum,<br />
where tourism influencers from around <strong>the</strong> globe traveled to Sacramento<br />
putting <strong>the</strong> spotlight on <strong>California</strong> - <strong>the</strong> U.S.'s number one travel destination. Last<br />
year alone <strong>the</strong> industry injected more than $100 billion dollars into <strong>the</strong> economy.<br />
Job gains seen in suffering ‘sand states’<br />
March 16, 2012<br />
The four states hit hardest by <strong>the</strong> housing bust – Arizona, <strong>California</strong>, Florida and<br />
Nevada – have seen job growth pick up noticeably in recent months. And that<br />
bodes well for <strong>the</strong> nation’s employment picture.<br />
All four states are tourism and retirement meccas. They’re benefiting as <strong>the</strong><br />
housing crisis eases, Americans travel more amid <strong>the</strong> improving economy, and<br />
<strong>the</strong> flow of retirees to Sunbelt states picks up modestly after slowing to a trickle<br />
in <strong>the</strong> downturn, says Mark Zandi, chief economist of Moody’s Analytics.<br />
March 18, 2012
Good news for S.F. economy thanks to tourism, tech<br />
A pair of economic reports this week point to San Francisco's economy perking<br />
up, with both <strong>the</strong> tourism and tech industries driving <strong>the</strong> good news. …Also<br />
this week, San Francisco's tourism industry announced an increase in visitors in<br />
2011, and a big boost in <strong>the</strong> amount of money <strong>the</strong>y spent on average.<br />
<strong>California</strong>’s tourism industry soared in 2011, passing <strong>the</strong> $100 billion barrier in<br />
annual travel spending, according to new numbers reported this week.<br />
That’s good news, and demonstrates what has become conventional wisdom.<br />
<strong>California</strong>, for all its problems, is seeing a strong recovery on <strong>the</strong> coast, particularly<br />
in <strong>the</strong> three “T’s” - - trade, technology and tourism.<br />
Visit <strong>California</strong> Launches Fun Spots Deals, New Travel App<br />
March 28, 2012<br />
Visit <strong>California</strong> is offering a new free iPad app and mobile website to give visitors<br />
access to travel information while <strong>the</strong>y are traveling. The state tourism bureau<br />
offers Fun Spots coupons that give discounts and attractions throughout <strong>California</strong><br />
all year long.<br />
March 7, 2012<br />
February 23, 2012
Visit <strong>California</strong> Is Coming To You!<br />
May 5-13 National Travel & <strong>Tourism</strong> Week<br />
May 7 NRA Show 2012<br />
Chicago<br />
May 9 19 th Annual San Diego Hospitality <strong>Industry</strong> Outlook<br />
San Diego<br />
May 11 Visit <strong>California</strong> Spring Board Meeting<br />
Sonoma<br />
May 13-20 Amgen Tour of <strong>California</strong><br />
Santa Rosa to Los Angeles<br />
May 15 Oceanside <strong>Tourism</strong> Summit<br />
Oceanside<br />
May 16 Santa Monica <strong>Tourism</strong> Rally Day<br />
Santa Monica<br />
June 4-6 <strong>California</strong> Travel Association’s Travel Summit<br />
Sacramento<br />
July 7 Destination Marketing Association International<br />
Seattle, Wash.<br />
August 9 Discover IE <strong>Tourism</strong> Summit<br />
Ontario<br />
September 17-19 The International Ecotourism Society’s Ecotourism<br />
Sustainable <strong>Tourism</strong> Conference<br />
Monterey<br />
September 20 Western Associations of Convention & Visitor Bureaus<br />
Annual Conference<br />
Eugene, Ore.<br />
Octoober 12 Visit <strong>California</strong> Fall Board Meeting<br />
Anaheim<br />
Request a Visit <strong>California</strong> speaker at speakersdesk@visitcalifornia.com
Spring Board Meeting Materials<br />
This binder includes a summary of Visit <strong>California</strong> activities since <strong>the</strong> February<br />
2012 Winter Board Meeting in Sacramento. Below is a brief timeline of <strong>the</strong>se<br />
events.<br />
February<br />
• Visit <strong>California</strong> Winter Board Meeting<br />
• Go West<br />
March<br />
• Los Angeles Media Event<br />
April<br />
• ITB Berlin<br />
• New York Media Event<br />
• International Pow Wow<br />
• 9 th Annual <strong>California</strong> Cup Golf Tournament
<strong>California</strong> Travel and <strong>Tourism</strong> Commission<br />
555 Capitol Mall<br />
Suite 1100<br />
Sacramento, <strong>California</strong> 95814<br />
(916) 444-4429<br />
TO: <strong>California</strong> Travel and <strong>Tourism</strong> Commission<br />
Secretary of State<br />
Members of <strong>the</strong> Public Who Have Requested Notification<br />
FROM: Caroline Beteta, Executive Director<br />
DATE: Monday, April 30, 2012<br />
RE: PUBLIC NOTICE OF THE CALIFORNIA TRAVEL AND TOURISM<br />
COMMISSION<br />
A meeting of <strong>the</strong> <strong>California</strong> Travel and <strong>Tourism</strong> Commission is scheduled to take place on<br />
May 11, 2012. Due to <strong>the</strong> joint nature of this meeting, <strong>the</strong> meeting time is approximate. The<br />
order of business within <strong>the</strong> meeting is subject to change.<br />
The meeting details are as follows:<br />
Meeting Name: Commission Meeting<br />
Date: Friday, May 11, 2012<br />
Time: 9:00 a.m. to 1:00 p.m.<br />
Meeting Location: Fairmont Sonoma Mission Inn and Spa<br />
100 Boyes Blvd.<br />
Sonoma, <strong>California</strong> 95476<br />
(707) 938-9000<br />
The agenda is attached for your reference. Anyone interested in attending <strong>the</strong> meeting<br />
should plan accordingly.<br />
For Commissioners, Staff and Consultants:<br />
If you haven’t already, please RSVP to Amber Luiz at (916) 319-5430 or<br />
aluiz@visitcalifornia.com if you are planning to participate so that we can ensure pertinent<br />
meeting materials reach you.<br />
Public Notice:<br />
No RSVP, notice or registration is required to attend this meeting. Members of <strong>the</strong> public<br />
may attend or speak at <strong>the</strong> meeting without prior notice to <strong>the</strong> Commission. Signing,<br />
registering or completing any RSVP is voluntary and is not a requirement for attendance<br />
at any <strong>California</strong> Travel and <strong>Tourism</strong> Executive Committee meeting. All persons may<br />
attend <strong>the</strong> meeting regardless of whe<strong>the</strong>r he or she signs in, registers or RSVPs.<br />
The meeting is accessible to <strong>the</strong> physically disabled. A person who needs disabilityrelated<br />
accommodations or modifications in order to participate in <strong>the</strong> meeting shall make<br />
a request no later than five working days before <strong>the</strong> meeting by contacting Amber Luiz at<br />
(916) 319-5430 or sending a written request to 555 Capitol Mall, Suite 1100, Sacramento,
<strong>California</strong> 95814. Requests for fur<strong>the</strong>r information should be directed to Amber Luiz at<br />
<strong>the</strong> same address and telephone number.<br />
The agenda and public meeting notice is also available at: www.visitcalifornia.com.agendas<br />
<strong>California</strong> Travel and <strong>Tourism</strong> Commission Meeting<br />
Friday, May 11, 2012<br />
9:00 a.m. to 1:00 p.m.<br />
Fairmont Sonoma Mission Inn and Spa<br />
100 Boyes Blvd.<br />
Sonoma, <strong>California</strong> 95476<br />
(707) 938-9000<br />
AGENDA<br />
All times indicated and <strong>the</strong> order of business is approximate and subject to change<br />
I. Call to Order/Roll Call/Approval of Agenda and February 22, 2012<br />
Commission Meeting Minutes<br />
II. Opening Remarks<br />
III. CEO Report<br />
a. National Perspective on <strong>Tourism</strong> and <strong>the</strong> Economy<br />
i. Federal Land Initiative<br />
ii. Brand USA Consumer Brand Launch<br />
b. State Perspective on <strong>Tourism</strong> and <strong>the</strong> Economy<br />
c. Current Commission Operations, Action Items and Priorities<br />
i. Governor’s Mission to China – November 2012<br />
ii. TBID Project<br />
iii. Breeder’s Cup<br />
iv. Family Task Force<br />
d. Upcoming Visit <strong>California</strong> Events<br />
i. AMGEN Tour of <strong>California</strong><br />
e. Visit <strong>California</strong> at Work<br />
IV. Guest Speaker – TBD<br />
V. Public Affairs/<strong>Industry</strong> Relations<br />
a. Referendum Update<br />
i. Introduction of Meridian<br />
ii. Discuss Outcomes of Referendum Focus Groups<br />
b. Governor’s 2012-13 State Budget Proposal – May Revise<br />
c. Open Discussion and Vote on Overall Policies and Procedures for Determining<br />
<strong>Tourism</strong> and Regional Boundaries
VI. Nominating Committee<br />
a. Open Discussion, Consideration and Approval of Recommendations and<br />
Nominations of Candidates to Fill Existing Vacancies on <strong>the</strong> Commission<br />
b. Open Discussion, Consideration and Approval of Recommendations and<br />
Nominations of Candidates to Fill Existing Vacancies on <strong>the</strong> Executive<br />
Committee<br />
c. Review Commissioner Recruitment Procedures and Nominating Committee<br />
Charter - Adopt, Amend or Approve<br />
d. Discussion on Inclusion of Ex-Officio Members on Committees and in Events<br />
VII. Financial<br />
a. Discuss and Vote on Financial Statements for Period Ending February 29,<br />
2012<br />
b. Discuss and Vote on Proposed Check Signing Authority<br />
c. Discuss, Review and Vote on Recommendations from <strong>the</strong> Audit Committee<br />
d. Discuss and Vote on FY 2012-2013 Operating Budget<br />
VIII. Assessments<br />
a. Regulations and Modeling Project Update<br />
b. Rental Car Rate Update<br />
IX. Legal Issues<br />
a. Review, Discuss and Vote on Commission Code of Conduct and Best Practices<br />
for Commission and Staff<br />
b. Review, Discuss and Vote on Commission Antitrust Policy<br />
c. Review and Discuss Commission Guidelines for Fair Political Practices Act<br />
Compliance<br />
d. Update and Discussion Regarding Handling of Shames, et. al. v. Hertz and In<br />
Re <strong>Tourism</strong> – Closed Session Pursuant to Bagley-Keene Open Meeting Act,<br />
Section 11126(a)(1)<br />
e. Discuss and Vote on Issues Relating to Commission Autonomy<br />
X. Marketing Advisory Committee<br />
a. Call to Order/Roll Call/Approval of February 22, 2012 Marketing Advisory<br />
Committee Meeting Minutes<br />
b. Opening Remarks<br />
c. CEO Marketing Report<br />
i. Rob Lowe Satellite Media Tour<br />
ii. Los Angeles and New York Media Reception Recap<br />
iii. Pow Wow 2012 Recap<br />
iv. Dreamland Update<br />
v. Brand USA Partnership Update<br />
vi. Market Allocation Plan Update<br />
d. Guest Speaker: TBD<br />
e. Domestic Marketing Update<br />
i. Family Attractions Co-op/Family Task Force<br />
ii. Rural Committee<br />
f. Research Update<br />
i. Visa Vue Research Co-Op
g. <strong>California</strong> Welcome Center Update<br />
h. Two-Year Global Plan Update<br />
i. 2012-13 Budget<br />
i. Discuss, Consider and Approve <strong>the</strong> 2012-13 Marketing Budget<br />
j. Public Matters Note on <strong>the</strong> Agenda<br />
k. Agenda Items for Future Meetings<br />
l. Adjourn Marketing Advisory Committee Meeting<br />
XI. Marketing Budget – Discuss, Consider and Approve 2012-13 Marketing<br />
Budget<br />
XII. Public Comment on Matters Not on <strong>the</strong> Agenda<br />
XIII. Agenda Items for Future Meetings<br />
XIV. Adjournment
2012 Winter Board Meeting Minutes<br />
<strong>California</strong> Travel and <strong>Tourism</strong> Commission – February 22, 2012 – Sacramento, <strong>California</strong><br />
CALL TO ORDER<br />
The Winter Board Meeting of <strong>the</strong><br />
<strong>California</strong> Travel and <strong>Tourism</strong> Commission<br />
(CTTC) was held in Sacramento,<br />
<strong>California</strong>, on Wednesday, February 22,<br />
2012, at 11:07 a.m. with Vice Chair of<br />
Operations Kathy Turner (Enterprise<br />
Holdings) and Vice Chair of Marketing Ed<br />
Fuller (Marriott Lodging International)<br />
presiding.<br />
Attendance<br />
Ed Fuller, Marriott Lodging International;<br />
Kathy Turner, Enterprise Holdings; Rusty<br />
Gregory, Mammoth Mountain Ski Area;<br />
Rick Anderson, Casa Tropicana; Jim<br />
Burba, Burba Hotel Network; Ian Carter,<br />
Hilton Worldwide; Jot Condie, <strong>California</strong><br />
Restaurant Association; Joe D’Alessandro,<br />
San Francisco Travel Association; Lina<br />
Fat, Frank Fat Inc.; Mike Gallagher,<br />
CityPASS; Jay Jamison, Pismo Coast<br />
Village; Jeff King, King’s Seafood<br />
Company; Tom Klein, Rodney Strong<br />
Estates; Mark Liberman, LA Inc – <strong>the</strong> Los<br />
Angeles Convention and Visitors Bureau;<br />
Julie Maurer, Squaw Valley; Lynn<br />
Mohrfeld, <strong>California</strong> Hotel and Lodging<br />
Association; Doug Myers, San Diego Zoo<br />
Global; Roy Ritenour, The Hertz<br />
Corporation; Jeff Senior, Fairmont Hotels<br />
& Resorts; John Wagnon, Heavenly Valley<br />
Limited Partnership; Terry Westrope,<br />
Ocean Park Hotels; Gillian Zucker, Auto<br />
Club Speedway.<br />
Approval of <strong>the</strong> October 5, 2012<br />
Meeting Minutes<br />
Motion by Commissioner Julie Maurer.<br />
Second by Commissioner Mohrfeld.<br />
Motion unanimously approved.<br />
OFFICER REPORTS<br />
KATHY TURNER (ENTERPRISE<br />
HOLDINGS), VICE CHAIR OF<br />
OPERATIONS<br />
• Recap of <strong>the</strong> <strong>Industry</strong> Recognition<br />
Dinner and Awards Gala at which<br />
previous vice chairs Mike Gallagher<br />
(CityPASS) and Rusty Gregory<br />
(Mammoth Mountain Ski Area) were<br />
honored.<br />
• Reviewed 2010-12 Vice Chair<br />
Platform: Under <strong>the</strong> leadership of<br />
Rusty Gregory (Mammoth<br />
Mountain) and Mike Gallagher<br />
(CityPASS, Inc.), <strong>the</strong> Board sought<br />
to successfully manage through <strong>the</strong><br />
gubernatorial transition, to<br />
champion travel industry priorities,<br />
to develop new assessment<br />
regulations, and to revise <strong>the</strong> fiveyear<br />
strategic plan.<br />
• Reviewed 2012-14 Vice Chair<br />
Platform: Under <strong>the</strong> new vice chair<br />
leadership, <strong>the</strong> board will seek to<br />
activate <strong>the</strong> business plan and to<br />
globalize marketing programs<br />
ED FULLER (MARRIOTT LODGING<br />
INTERNATIONAL), VICE CHAIR OF<br />
MARKETING<br />
• Globalization of Marketing<br />
Programs: A global approach is<br />
important in improving efficiencies<br />
and will be accomplished partially<br />
through migrating to a two-year<br />
budget planning cycle.<br />
• Centralizing <strong>the</strong> Budget: CTTC will<br />
pull budget planning authority back<br />
from <strong>the</strong> international offices to<br />
create efficiencies.<br />
• Working with Brand USA: Optimize<br />
<strong>the</strong> partnership with Brand USA to<br />
ensure that <strong>the</strong> CTTC receives <strong>the</strong><br />
full benefit of <strong>the</strong>ir efforts.
CAROLINE BETETA (CALIFORNIA<br />
TRAVEL AND TOURISM COMMISSION)<br />
• Welcomed <strong>the</strong> new leadership<br />
presiding and <strong>the</strong> new leadership in<br />
<strong>the</strong> room, including a new<br />
commissioner, Doug Myers (San<br />
Diego Zoo Global).<br />
• National Perspective on Travel and<br />
<strong>Tourism</strong> <strong>Industry</strong>: Praised President<br />
Obama for his January 19, 2012<br />
speech on <strong>the</strong> value of tourism to<br />
<strong>the</strong> U.S. economy and his push to<br />
increase visa processing by 40<br />
percent in China and Brazil in 2012.<br />
• Brand USA Update: Update on<br />
funding and new marketing<br />
campaign.<br />
• Statewide Perspective on Travel<br />
and <strong>Tourism</strong>: <strong>California</strong> travelrelated<br />
spending rose 10 percent<br />
last year to an estimated $104<br />
billion. <strong>Tourism</strong> supported 890,000<br />
<strong>California</strong> jobs.<br />
• Travel Impacts: Hotel occupancy<br />
rate is up, and overall visitation is<br />
expected to grow 4 percent.<br />
<strong>California</strong> Welcome Center walk-in<br />
traffic is up 10 percent from 2010.<br />
• 2012 Forecast: Outlook is positive<br />
again and – for a second year –<br />
tourism, trade, entertainment and<br />
technology are expected to lead<br />
<strong>California</strong>’s economic recovery.<br />
• Upcoming Events: International<br />
Pow Wow (April 21-25, 2012);<br />
AMGEN Tour of <strong>California</strong> (May 12-<br />
20, 2012); America’s Cup (August<br />
27-September 2, 2012); Breeder’s<br />
Cup (November 23, 2012)<br />
GUEST SPEAKER<br />
ROGER DOW (U.S. TRAVEL<br />
ASSOCIATION)<br />
• Trusted Traveler Program: Currently<br />
at five airports and is expanding to<br />
28 airports in 2012. The U.S. Travel<br />
Association is pushing to greatly<br />
increase <strong>the</strong> program and extend it<br />
to millions of Americans.<br />
• Taxes on Travel Hurting <strong>the</strong><br />
<strong>Industry</strong>: Higher taxes on rental cars<br />
by local governments force<br />
travelers to make a decision on<br />
vacation spots, which hurts <strong>the</strong><br />
economy.<br />
• International Update: International<br />
visitation is only up 1 percent<br />
because of U.S. visa issues and long<br />
wait times. <strong>Industry</strong> needs to band<br />
toge<strong>the</strong>r to enact change.<br />
• Vote Travel: Campaign by <strong>the</strong> U.S.<br />
Travel Association designed to<br />
increase <strong>the</strong> voice of <strong>the</strong> travel<br />
industry to presidential candidates.<br />
ANDY WIRTH (SQUAW VALLEY) AND<br />
ANNE WARNER CRIBBS (BAY AREA<br />
SPORTS ORGANIZING COMMITTEE)<br />
• 2022 Lake Tahoe Winter Olympics<br />
Bid: Update on status of <strong>the</strong> bid,<br />
including <strong>the</strong> timeline and<br />
necessary work to be done.<br />
• Venue Status and Discussion:<br />
Discussion on <strong>the</strong> feasibility of<br />
Squaw Valley as a venue for <strong>the</strong><br />
Winter Olympics. Reviewed<br />
challenges and weaknesses and<br />
benefits analysis for <strong>the</strong> area.<br />
• About <strong>the</strong> Reno Tahoe Winter<br />
Games Coalition: Organized in 2003<br />
as a nonprofit with <strong>the</strong> mission to<br />
promote <strong>the</strong> Olympic movement<br />
throughout <strong>the</strong> region. Supported<br />
by several political leaders in<br />
<strong>California</strong> and Nevada.<br />
• Funding: Effort funded in large part<br />
by <strong>the</strong> private sector and a grant<br />
from <strong>the</strong> Nevada Commission on<br />
<strong>Tourism</strong>.
OTHER REPORTS<br />
KATHY TURNER (ENTERPRISE<br />
HOLDINGS) VICE CHAIR OF<br />
OPERATIONS<br />
Public Affairs<br />
• Governor Brown’s Proposed 2012-<br />
13 State Budget: In January,<br />
Governor Brown proposed that <strong>the</strong><br />
Office of <strong>Tourism</strong> be moved from<br />
Business, Transportation and<br />
Housing Agency to <strong>the</strong> Governor’s<br />
Office of Business and Economic<br />
Development. There has been no<br />
fur<strong>the</strong>r movement on this proposal;<br />
however, legal counsel has been<br />
analyzing its impact on CTTC.<br />
GILLIAN ZUCKER (AUTO CLUB<br />
SPEEDWAY)<br />
Nominating Committee<br />
• Current Appointed Vacancies:<br />
Central Valley, Deserts, High Sierra,<br />
and Shasta Cascade.<br />
• Current Elected Vacancies:<br />
Restaurant and Retail,<br />
Accommodations<br />
• Upcoming Vacancies: Two new<br />
accommodations spots will open in<br />
June as well as one attractions spot.<br />
• Board Recruitment: Introduced a<br />
document to be used in board<br />
recruitment, which includes <strong>the</strong><br />
requirements and benefits of being<br />
a CTTC board member.<br />
Encouraged current board<br />
members to use <strong>the</strong> piece to recruit<br />
new leadership.<br />
KARIN FISH (VISIT CALIFORNIA)<br />
<strong>Industry</strong> Relations<br />
• <strong>Tourism</strong> Assessment Model:<br />
Reviewed current CTTC funding<br />
model of $650 per $1 million<br />
tourism-related revenue for all nonrental<br />
car businesses. Because <strong>the</strong><br />
model could sometimes be<br />
confusing, CTTC developed a<br />
model that provides estimated<br />
percentage tourism revenue to all<br />
assessed businesses in a fair and<br />
equitable way. Explained <strong>the</strong><br />
process that led to <strong>the</strong> creation of<br />
<strong>the</strong> assessment model and next<br />
steps.<br />
• <strong>Industry</strong> Relations Field<br />
Representatives: Welcomed new<br />
<strong>Industry</strong> Relations Field<br />
Representative Amy Blaschka and<br />
announced that former Director of<br />
<strong>Industry</strong> Relations Jonelle Tannahill<br />
was transitioning to <strong>the</strong> role of<br />
National <strong>Industry</strong> Relations<br />
Representative. Asked board<br />
members to notify her of potential<br />
candidates to fill <strong>the</strong> San<br />
Diego/Orange counties position.<br />
RUSTY GREGORY (MAMMOTH<br />
MOUNTAIN SKI AREA)<br />
Financial Report<br />
• Financial Statements for period<br />
ending November 30, 2011:<br />
Statement of activities shows<br />
Commission’s operations for five<br />
months is 42 percent of <strong>the</strong> way<br />
through <strong>the</strong> fiscal year. Revenues<br />
are on track to budget at 53<br />
percent year to date. Total<br />
marketing expenses are 37.57<br />
percent of budget, which is<br />
consistent with years prior. Total<br />
operations and assessment<br />
administration expenses are<br />
approximately 45.2 percent of<br />
budget. Commission anticipates<br />
spending up to its annual amount of<br />
$50 million.<br />
• Approval of Financial Statements<br />
for Period Ending November 30,<br />
2011: Motion by Commissioner<br />
Liberman. Second by Commissioner<br />
King. Motion unanimously<br />
approved.
MIKE KVARME (WEINTRAUB,<br />
GENSHLEA CHEDIAK)<br />
Legal Issues<br />
• Bylaw Amendment, Regarding<br />
Officer Term Limits: Report on <strong>the</strong><br />
need for an amendment to <strong>the</strong><br />
bylaws regarding term limits – to<br />
give a fair and equitable voice to<br />
<strong>the</strong> industry as a whole, while giving<br />
commissioners with institutional<br />
knowledge <strong>the</strong> ability to serve<br />
again. The proposed amendment<br />
would limit commissioners from<br />
serving more than two consecutive<br />
one-year terms on <strong>the</strong> executive<br />
committee or three one-year terms<br />
if one of <strong>the</strong> terms is as an officer.<br />
After at least one year of not<br />
serving on <strong>the</strong> executive<br />
committee, <strong>the</strong> commissioner may<br />
be eligible to serve ano<strong>the</strong>r two<br />
consecutive terms. Additionally,<br />
o<strong>the</strong>r than <strong>the</strong> Secretary, no<br />
commissioner will be able to serve<br />
as an officer for more than two<br />
consecutive one-year terms.<br />
• Approval of Amendment of Article<br />
VI, Section 4 and Article VII, Section<br />
11 in <strong>the</strong> Bylaws: Motion by<br />
Commissioner Condie. Second by<br />
Commissioner King. Motion<br />
unanimously approved.<br />
UPCOMING EVENTS<br />
• March 6, 2012: Los Angeles Media<br />
Event<br />
• March 27, 2012: New York Media<br />
Event<br />
• April 21-25, 2012: International Pow<br />
Wow, Los Angeles<br />
• May 5-13, 2012: National Travel and<br />
<strong>Tourism</strong> Week<br />
• May 11, 2012: Spring Board Meeting,<br />
Sonoma<br />
• May 11, 2012: AMGEN Rider<br />
Presentation Gala<br />
• May 13-20, 2012: AMGEN Tour of<br />
<strong>California</strong><br />
• August 11-19, 2012, and August 27-<br />
September 2, 2012: America’s Cup<br />
World Series, San Francisco<br />
PUBLIC COMMENT<br />
There were no comments by members of<br />
<strong>the</strong> public.<br />
ADJOURNMENT<br />
Motion by Commissioner Carter to<br />
Adjourn <strong>the</strong> February 22, 2012,<br />
Commission Meeting. Second by<br />
Commissioner D’Alessandro. Motion<br />
unanimously approved. The meeting was<br />
adjourned at 2:04 p.m.
<strong>California</strong> Travel and <strong>Tourism</strong> Commission<br />
555 Capitol Mall<br />
Suite 1100<br />
Sacramento, <strong>California</strong> 95814<br />
(916) 444-4429<br />
TO: <strong>California</strong> Travel and <strong>Tourism</strong> Commission<br />
Secretary of State<br />
Members of <strong>the</strong> Public Who Have Requested Notification<br />
FROM: Caroline Beteta, Executive Director<br />
DATE: Monday, April 30, 2012<br />
RE: PUBLIC NOTICE OF THE CALIFORNIA TRAVEL AND TOURISM<br />
COMMISSION, MARKETING ADVISORY COMMITTEE MEETING<br />
A meeting of <strong>the</strong> <strong>California</strong> Travel and <strong>Tourism</strong> Commission, Marketing Advisory<br />
Committee is scheduled to take place on May 11, 2012. Due to <strong>the</strong> joint nature of this<br />
meeting, <strong>the</strong> meeting time is approximate. The order of business within <strong>the</strong> meeting is<br />
subject to change.<br />
The meeting details are as follows:<br />
Meeting Name: Marketing Advisory Committee Meeting<br />
Date: Friday, May 11, 2012<br />
Time: 9:00 a.m. to 1:00 p.m.<br />
Meeting Location: Fairmont Sonoma Mission Inn and Spa<br />
100 Boyes Blvd.<br />
Sonoma, <strong>California</strong> 95476<br />
(707) 938-9000<br />
The agenda is attached for your reference. Anyone interested in attending <strong>the</strong> meeting<br />
should plan accordingly.<br />
For Commissioners, Staff and Consultants:<br />
If you haven’t already, please RSVP to Amber Luiz at (916) 319-5430 or<br />
aluiz@visitcalifornia.com if you are planning to participate so that we can ensure pertinent<br />
meeting materials reach you.<br />
Public Notice:<br />
No RSVP, notice or registration is required to attend this meeting. Members of <strong>the</strong> public<br />
may attend or speak at <strong>the</strong> meeting without prior notice to <strong>the</strong> Commission. Signing,<br />
registering or completing any RSVP is voluntary and is not a requirement for attendance<br />
at any <strong>California</strong> Travel and <strong>Tourism</strong> Executive Committee meeting. All persons may<br />
attend <strong>the</strong> meeting regardless of whe<strong>the</strong>r he or she signs in, registers or RSVPs.<br />
The meeting is accessible to <strong>the</strong> physically disabled. A person who needs disabilityrelated<br />
accommodations or modifications in order to participate in <strong>the</strong> meeting shall make<br />
a request no later than five working days before <strong>the</strong> meeting by contacting Amber Luiz at<br />
(916) 319-5430 or sending a written request to 555 Capitol Mall, Suite 1100, Sacramento,
<strong>California</strong> 95814. Requests for fur<strong>the</strong>r information should be directed to Amber Luiz at<br />
<strong>the</strong> same address and telephone number.<br />
The agenda and public meeting notice is also available at: www.visitcalifornia.com.agendas<br />
<strong>California</strong> Travel and <strong>Tourism</strong> Commission, Marketing Advisory Committee Meeting<br />
Friday, May 11, 2012<br />
9:00 a.m. to 1:00 p.m.<br />
Fairmont Sonoma Mission Inn and Spa<br />
100 Boyes Blvd.<br />
Sonoma, <strong>California</strong> 95476<br />
(707) 938-9000<br />
AGENDA<br />
All times indicated and <strong>the</strong> order of business is approximate and subject to change<br />
I. Call to Order/Roll Call/Approval of February 22, 2012 Marketing Advisory<br />
Committee Meeting Minutes<br />
II. Opening Remarks<br />
III. CEO Marketing Report<br />
a. Rob Lowe Satellite Media Tour<br />
b. Los Angeles and New York Media Reception Recap<br />
c. Pow Wow 2012 Recap<br />
d. Dreamland Update<br />
e. Brand USA Partnership Update<br />
f. Market Allocation Plan Update<br />
IV. Guest Speaker: TBD<br />
V. Domestic Marketing Update<br />
a. Family Attractions Co-op/Family Task Force<br />
b. Rural Committee<br />
VI. Research Update<br />
a. Visa Vue Research Co-Op<br />
VII. <strong>California</strong> Welcome Center Update<br />
VIII. Two-Year Global Plan Update<br />
IX. 2012-13 Budget<br />
a. Discuss, Consider and Approve <strong>the</strong> 2012-13 Marketing Budget<br />
X. Public Comment on Matters Not on <strong>the</strong> Agenda<br />
XI. Agenda Items for Future Meetings<br />
XII. Adjournment
2012 Marketing Advisory Committee<br />
<strong>California</strong> Travel and <strong>Tourism</strong> Commission - - February 22, 2012 - - Sacramento, <strong>California</strong><br />
CALL TO ORDER<br />
<strong>California</strong> Travel and <strong>Tourism</strong><br />
Commission’s Marketing Advisory<br />
Committee was held in Sacramento,<br />
<strong>California</strong> on February 22, 2012, at 1:00<br />
p.m. with Chair Ed Fuller (Marriott<br />
Lodging International) presiding.<br />
Attendance<br />
Ed Fuller, Marriott Lodging International;<br />
Rick Anderson, Casa Tropicana; Jim<br />
Burba, Burba Hotel Network; Ian Carter,<br />
Hilton Worldwide; Andy Chapman, North<br />
Lake Tahoe Visitors and Convention<br />
Bureau; Lina Fat, Frank Fat Inc.; Marilyn<br />
Hannes, SeaWorld San Diego; Jay<br />
Jamison, Pismo Coast Village; Kathy<br />
Janega-Dykes, Santa Barbara Conference<br />
and Visitors Bureau and Film Commission;<br />
Kerri Verbeke Kapich, San Diego<br />
Convention and Visitors Bureau; Jeff King,<br />
King’s Seafood Company; Tom Klein,<br />
Rodney Strong Wine Estates; Jeff Larson,<br />
Disneyland Destinations Marketing; Julie<br />
Maurer, Squaw Valley; Lynn Mohrfeld,<br />
<strong>California</strong> Hotel and Lodging Association;<br />
Douglas Myers, San Diego Zoo Global;<br />
Roy Ritenour, The Hertz Corporation;<br />
Scott Schneider, Visit Mendocino County;<br />
Thomas See, Universal Studios<br />
Hollywood; Jeff Senior, Fairmont Hotels &<br />
Resorts; Don Skeoch, LA Inc., <strong>the</strong> Los<br />
Angeles Convention and Visitors Bureau;<br />
Matt Stiker, San Francisco Travel<br />
Association; Kathy Turner, Enterprise<br />
Holdings; John Wagnon, Heavenly Valley<br />
Limited Partnership; Terry Westrope,<br />
Ocean Park Hotels; Gillian Zucker, Auto<br />
Club Speedway<br />
Approval of October 5, 2011, Meeting<br />
Minutes<br />
Motion by Commissioner Maurer. Second<br />
by Commissioner Anderson. Motion<br />
unanimously approved.<br />
OFFICER REPORTS<br />
CAROLINE BETETA (CALIFORNIA<br />
TRAVEL AND TOURISM COMMISSION)<br />
- Spoke about <strong>the</strong> documentary<br />
‘‘DREAMLAND’’ which showcases<br />
True <strong>California</strong>ns doing<br />
extraordinary things and<br />
announced its domestic premiere at<br />
Sacramento’s historic Crest<br />
Theatre.<br />
- Spoke about <strong>the</strong> successful and<br />
well-attended World Travel Market<br />
(WTM), which was attended by<br />
<strong>California</strong> Assembly Speaker John<br />
Perez and Sacramento Mayor Kevin<br />
Johnson, as well as 80 o<strong>the</strong>r<br />
delegates from <strong>California</strong>.<br />
- Introduced CTTC’s spring<br />
advertising TV flight schedule and<br />
revised spots, which now include<br />
Rob Lowe.<br />
- Introduced two targeted online<br />
advertising and engagement<br />
campaigns, which focus on Rob<br />
Lowe video content and family<br />
attractions.<br />
ED FULLER (MARRIOTT LODGING<br />
INTERNATIONAL)<br />
- CTTC will be launching a ‘‘China<br />
Ready’’ initiative in 2012 to prepare<br />
<strong>the</strong> statewide tourism industry for<br />
<strong>the</strong> increasing numbers of visitors<br />
from China and to maintain<br />
<strong>California</strong>’s status as <strong>the</strong> top U.S.<br />
destination for Chinese travelers.<br />
The strategy is a three-pronged<br />
educational approach, devised to<br />
prepare <strong>the</strong> state’s tourism industry<br />
to better serve Chinese travelers,<br />
establish a standard level of service<br />
and, ultimately, to retain <strong>California</strong>’s<br />
competitive edge.
GUEST SPEAKER<br />
BARB NEWTON (SUNSET PUBLISHING)<br />
- Presentation on benefits, new tools<br />
and research on tablets - - <strong>the</strong><br />
fastest-ramping mobile device.<br />
Tablets are expected to reach 109<br />
million units sold by 2015. By 2014,<br />
one in four Americans will be a<br />
tablet user.<br />
- It’s now critical for marketers to<br />
determine <strong>the</strong> role of <strong>the</strong> tablet in<br />
<strong>the</strong>ir plans and to create a tablet<br />
roadmap that stays ahead of<br />
consumers. Marketers must not<br />
rely solely on analytic data. They<br />
must understand experientially how<br />
<strong>the</strong>ir customers use tablets, where<br />
and when <strong>the</strong>y use <strong>the</strong>m and what<br />
<strong>the</strong>y use <strong>the</strong>m for.<br />
OTHER REPORTS<br />
CAROLINE BETETA (CALIFORNIA<br />
TRAVEL AND TOURISM COMMISSION)<br />
International Marketing<br />
- Presented 2010 international<br />
visitation and 2011 projected<br />
international visitation data, noting<br />
that <strong>the</strong> changes illustrate <strong>the</strong><br />
uncertainties in <strong>the</strong> international<br />
markets and <strong>the</strong> need to address it<br />
in <strong>the</strong> planning each and every year.<br />
- Managing Directors from each<br />
international market presented<br />
market profiles from <strong>the</strong>ir countries.<br />
LYNN CARPENTER (CALIFORNIA<br />
TRAVEL AND TOURISM COMMISSION)<br />
Domestic Marketing<br />
- Introduced <strong>the</strong> new attractions coop<br />
and stressed <strong>the</strong> need to<br />
support <strong>California</strong>’s attractions’<br />
record capital investment in new<br />
products. CTTC will do this through<br />
campaigns that position <strong>the</strong> state<br />
as <strong>the</strong> summer’s ‘‘must-visit’’ family<br />
vacation destination. CTTC will<br />
leverage owned, earned and paid<br />
media channels to support family<br />
attractions messaging, beginning in<br />
May 2012.<br />
- Announced Rob Lowe as CTTC’s<br />
unofficial spokesperson. CTTC will<br />
continue to capitalize on celebrities<br />
as one of <strong>California</strong>’s key drivers.<br />
Besides <strong>the</strong> new TV spots, Rob<br />
Lowe will appear in nine videos on<br />
<strong>the</strong> website - - created from an indepth<br />
interview - - that showcase<br />
him as <strong>the</strong> ultimate <strong>California</strong><br />
insider. He also will appear on <strong>the</strong><br />
cover of <strong>the</strong> <strong>California</strong> visitor’s<br />
guide.<br />
- Celebrities also will be integrated<br />
into international content as ‘‘Visit<br />
<strong>California</strong> Ambassadors.’’ In Asia,<br />
<strong>the</strong> celebrity spokesperson is<br />
Byunghun Lee, an accomplished TV<br />
and film actor, singer and wine and<br />
food lover. Former Miss Mexico<br />
Jacqueline Bracamontes will be <strong>the</strong><br />
spokesperson in Latin America.<br />
KATHRYN BURNSIDE (CALIFORNIA<br />
TRAVEL AND TOURISM COMMISSION)<br />
<strong>California</strong> Restaurant Month<br />
- Announced that 28 destinations<br />
participated in <strong>California</strong> Restaurant<br />
Month, and public relations efforts<br />
resulted in 35.8 million media<br />
impressions in <strong>the</strong> U.S. and Canada<br />
and $2.06 million in media value,<br />
including placements on ‘‘Good<br />
Morning America,’’ Cable Network<br />
Radio’s ‘‘What’s Cooking’’ and<br />
‘‘What’s Cooking with Wine.’’<br />
Former Top Chef contestant Fabio<br />
Viviani also helped promote<br />
<strong>California</strong> Restaurant Month.<br />
SCOTT SCHNEIDER (VISIT<br />
MENDOCINO COUNTY)<br />
Rural Symposium Update<br />
- Updated <strong>the</strong> audience on <strong>the</strong> Rural<br />
Grant Program, explaining that it<br />
was well under way for both regular<br />
and multi-regional grants. A<br />
portion of <strong>the</strong> money for multiregional<br />
grants will be used for
additional research to help rural<br />
regions better understand <strong>the</strong>ir<br />
markets and to help <strong>the</strong>m<br />
crystallize marketing for <strong>the</strong> coming<br />
year. Additionally, some funding<br />
will be used to take advantage of<br />
additional footage obtained during<br />
<strong>the</strong> TV spot shooting to create<br />
place-specific videos.<br />
- Research shows that <strong>the</strong> ‘‘Out<br />
There’’ spot had high awareness in<br />
both domestic and Canadian<br />
markets and has helped broaden<br />
opinions of what <strong>California</strong> has to<br />
offer.<br />
KARIN FISH (CALIFORNIA TRAVEL<br />
AND TOURISM COMMISSION)<br />
<strong>California</strong> Welcome Centers<br />
- To help create more traction, social<br />
media was introduced to <strong>the</strong><br />
<strong>California</strong> Welcome Center<br />
program. A Facebook page<br />
created in January and mobile<br />
applications are in development.<br />
- Centers have seen a 10 percent<br />
increase in foot traffic for <strong>the</strong> year<br />
and a 14 percent increase for <strong>the</strong><br />
month of December.<br />
ED FULLER (MARRIOTT LODGING<br />
INTERNATIONAL)<br />
2012-13 Budget<br />
- As part of his vice chair platform, he<br />
will seek to globalize marketing<br />
programs and migrate to a twoyear<br />
budget planning cycle to<br />
better increase efficiencies.<br />
- Presented <strong>the</strong> 2012 proposed<br />
marketing budget, which was split<br />
42 percent for international markets<br />
and 58 percent for domestic<br />
markets, with a majority of <strong>the</strong><br />
whole going toward global brand<br />
advertising.<br />
- Presented <strong>the</strong> two-year budget<br />
plan and announced that <strong>the</strong><br />
budget will be revisited in May after<br />
a public comment period.<br />
PUBLIC COMMENT<br />
There were no comments from members<br />
of <strong>the</strong> public<br />
ADJOURNMENT<br />
Motion by Commissioner Turner to<br />
adjourn <strong>the</strong> Marketing Advisory<br />
Committee meeting. Second by<br />
Commissioner Jamison. Motion<br />
unanimously approved.
PUBLIC AFFAIRS<br />
The Public Affairs program diligently works to increase <strong>the</strong><br />
relevancy of <strong>California</strong>’s travel economy and to position<br />
Visit <strong>California</strong> as an industry leader by offering expertise<br />
to media, industry and government entities and advocating<br />
on behalf of tourism industry interests to bring about<br />
public policy and initiatives that benefit <strong>the</strong> <strong>California</strong><br />
travel and tourism industry. The Public Affairs Program<br />
seeks to:<br />
• Build coalitions with related state and national trade<br />
associations on behalf of our industry partners.<br />
• Provide leadership for <strong>the</strong> U.S. Travel Association’s national<br />
policy initiatives and directly liaise with senior executive<br />
representatives of Visit <strong>California</strong>’s assessed business<br />
constituency.<br />
• Liaise with tourism-related federal agencies, administrations<br />
and elected officials.<br />
Caroline Beteta<br />
President and CEO<br />
Visit <strong>California</strong>
Public Affairs<br />
February to April 2012<br />
Program Description<br />
Visit <strong>California</strong>’s Strategic Business Plan outlines <strong>the</strong> importance of <strong>the</strong> state’s<br />
travel and tourism industry to <strong>California</strong>’s economy. The Business Plan details<br />
three key business strategies for <strong>the</strong> next five years: reinforcing Visit<br />
<strong>California</strong>’s value to travel-related businesses, unifying industry leaders to raise<br />
<strong>the</strong> relevance of <strong>the</strong> travel industry, and positioning travel and tourism to<br />
elevate <strong>California</strong>’s overall image.<br />
The Strategic Business Plan can be found online at<br />
http://industry.visitcalifornia.com/Publications/Strategic-Business-Plan.<br />
To accomplish <strong>the</strong> plan’s goals, Visit <strong>California</strong> is leveraging <strong>the</strong> teamwork and<br />
partnership of more than a dozen travel and tourism-related organizations<br />
across <strong>the</strong> state with whom it collaboratively advances tourism, job growth,<br />
and prosperity throughout <strong>California</strong>.<br />
Visit <strong>California</strong>’s Public Affairs program aligns with <strong>the</strong> strategic intent of <strong>the</strong><br />
Business Plan by demonstrating “Why Travel Matters” to <strong>California</strong>, positioning<br />
Visit <strong>California</strong> as a leader and resource on travel and tourism issues, and<br />
increasing awareness and promoting <strong>the</strong> value of <strong>the</strong> industry to key<br />
audiences.<br />
Visit <strong>California</strong> uses earned media, opinion editorials, public affairs radio and<br />
television appearances, and <strong>the</strong> development and distribution of legislative<br />
education materials. The media ROI grid tracks results with a compilation of<br />
results stemming from <strong>the</strong> work of Visit <strong>California</strong>’s public affairs agency, Perry<br />
Communications Group, in addition to o<strong>the</strong>r media tracking methods.<br />
Target Audience<br />
Decision-makers, industry leaders and assessed businesses.<br />
Objectives & Reach
Currently, Visit <strong>California</strong> engages in <strong>the</strong> following proactive outreach and<br />
media relations activities:<br />
• Securing one to two local news stories per month,<br />
• Making two to three public affairs show appearances each quarter,<br />
• Placing one to two opinion editorial placements per quarter,<br />
• Profile in Capitol Weekly (now an online publication),<br />
• Regular guest column in Fox & Hounds Daily.<br />
Results & Accomplishments<br />
Recent Public Affairs media coverage resulted from Visit <strong>California</strong>’s efforts<br />
that promoted <strong>the</strong> 2011 year-end data on visitor spending in <strong>California</strong> and <strong>the</strong><br />
value of international travel to <strong>the</strong> Golden State.<br />
Media placements through news releases, mainstream media, public affairs<br />
pitching, and opinion editorials placement resulted in 7,058,833 impressions<br />
since February 2012 (42,753,305 impressions since April 2011).<br />
Placements included San Francisco Business Times, Sacramento Bee, Modesto<br />
Bee, San Diego Business Journal, NBC Los Angeles,San Diego, and San<br />
Francisco and o<strong>the</strong>rs. Visit <strong>California</strong> also continued to place regular guest<br />
columns in Fox & Hounds Daily.<br />
Program Contact<br />
Jennifer Sweeney<br />
Public Relations Manager<br />
916.233.0255<br />
jsweeney@visitcalifornia.com
Visit <strong>California</strong>’s “Why Travel Matters”<br />
campaign has recently received major<br />
coverage in <strong>the</strong> following media outlets.
Visit <strong>California</strong> Outlook Forum<br />
February 21-23, 2012<br />
Program Description<br />
The Visit <strong>California</strong> Outlook Forum in Sacramento featured sold-out events<br />
that provided both comprehensive overviews of how <strong>the</strong> global economy is<br />
affecting <strong>California</strong> tourism and in-depth insights into specific markets key to<br />
<strong>the</strong> Golden State.<br />
Visit <strong>California</strong> President and CEO Beteta announced that travel-related<br />
spending in <strong>California</strong> is projected to have reached an historic milestone in 2011<br />
– surpassing <strong>the</strong> $100 billion mark for <strong>the</strong> first time. In her keynote, she<br />
detailed Visit <strong>California</strong>'s latest innovations – including a new iPad app, Rob<br />
Lowe and o<strong>the</strong>r celebrity spokespeople around <strong>the</strong> world, and a global<br />
marketing plan.<br />
Roger Dow, President and CEO of <strong>the</strong> U.S. Travel Association, provided an<br />
update on USTA advocacy for measures to reduce barriers to international<br />
travel to <strong>the</strong> U.S., including long visa wait times in countries such as China and<br />
Brazil.<br />
Brand USA CEO James P.<br />
Evans and Chief Marketing<br />
Officer Chris Perkins<br />
described <strong>the</strong> target<br />
audiences for <strong>the</strong> upcoming<br />
campaign to promote travel<br />
to <strong>the</strong> U.S. and showed how<br />
<strong>California</strong> travel and tourism<br />
can get involved.<br />
Adam Sacks, president of<br />
<strong>Tourism</strong> Economics and a member of <strong>the</strong> U.S. Travel & <strong>Tourism</strong> Advisory<br />
Board, provided global economic research and information on markets that<br />
represent opportunities for <strong>California</strong> travel and tourism.
Visit <strong>California</strong> global staff discussed updates on trends in <strong>the</strong>ir markets, new<br />
cooperative marketing, and upcoming programs.<br />
Mark Liberman, a Visit <strong>California</strong> Board Member and President of LA Inc., (now<br />
Los Angeles <strong>Tourism</strong> & Convention Board) led a panel discussion that tied<br />
toge<strong>the</strong>r President Obama's efforts to ease entry for travelers from China and<br />
what <strong>California</strong> needs to do to meet <strong>the</strong> needs of Chinese travelers. Panelists<br />
were Todd Davidson, chair of <strong>the</strong> U.S. Travel & <strong>Tourism</strong> Advisory Board and<br />
CEO of <strong>the</strong> Oregon <strong>Tourism</strong> Commission, and Dr. Zhihang Chi, vice president<br />
and general manager of North America for Air China.<br />
Jay Baer, president and CEO of Convince & Convert,<br />
moderated a panel on current developments in social media<br />
that can take travel-related programs from good to great.<br />
The panel included Rachel Salberg, senior YouTube<br />
specialist for Google Travel; Matt Thomson, vice president of<br />
Business Development and Platform for Klout; and Christine<br />
Trodella, sales manager at Facebook.<br />
The DREAMLAND Premiere and Reception was an<br />
opportunity to share why tourism matters in <strong>California</strong>’s<br />
local communities. Among <strong>the</strong> attendees was <strong>California</strong><br />
Assembly Speaker John Perez. During <strong>the</strong> reception and<br />
after <strong>the</strong> movie, film fans met some of <strong>the</strong> <strong>California</strong> pioneers and visionaries<br />
whos e personal passions inspired <strong>the</strong> film: big-wave surfer and chemistry<br />
professor Sarah Gerhardt, winery president Amelia Ceja, celebrity chef Susan<br />
Feniger, Sacramento Mayor Kevin Johnson – and <strong>the</strong> film’s director, Mark<br />
Obenhaus.<br />
At <strong>the</strong> Policymakers Forum, Visit <strong>California</strong> Vice Chair of Operations Kathy<br />
Turner, who is vice president, Legislative and Government Affairs, at Enterprise<br />
Holdings, moderated a panel<br />
discussion about <strong>the</strong> latest<br />
legislation, policy and court cases<br />
involving travel issues.<br />
The <strong>Industry</strong> Recognition Dinner<br />
honored outgoing Visit <strong>California</strong><br />
Vice Chairs Mike Gallagher, cofounder<br />
and CEO of CityPASS Inc.,
and Rusty Gregory, chairman and CEO of Mammoth Mountain Ski Area.<br />
The dinner included <strong>the</strong> 2012 Excellence in<br />
<strong>Tourism</strong> Marketing Awards – <strong>the</strong> highest<br />
awards for tourism promotions in <strong>California</strong>.<br />
Target Audience<br />
• <strong>California</strong> travel and tourism<br />
executives<br />
• <strong>California</strong> destination marketing<br />
organizations<br />
• O<strong>the</strong>r travel and tourism stakeholders<br />
Objectives & Reach<br />
• Give <strong>the</strong> <strong>California</strong> travel and tourism industry access to <strong>the</strong> latest<br />
research on global travel trends<br />
• Preview Visit <strong>California</strong> marketing programs<br />
• Update attendees on trends in key <strong>California</strong> markets around <strong>the</strong> globe<br />
• Provide national travel insights<br />
• Allow opportunities for <strong>California</strong> travel leaders to honor industry<br />
innovators and to network<br />
Results & Accomplishments<br />
• Full-house attendance at events<br />
• Top U.S. travel leaders among <strong>the</strong> speakers<br />
• Speakers provided research not available in <strong>the</strong> public domain<br />
• Excellence in <strong>Tourism</strong> Marketing Awards part of <strong>the</strong> <strong>Industry</strong><br />
Recognition Dinner for <strong>the</strong> first time<br />
Program Contact<br />
Caroline Beteta<br />
President and CEO<br />
916.319.5420
INDUSTRY RELATIONS<br />
Visit <strong>California</strong> reaches out to industry partners, assessed<br />
businesses, related trade associations and public policy makers on<br />
an ongoing basis in order to reinforce <strong>the</strong> value of <strong>the</strong> tourism<br />
industry as a whole. This is an opportunity to share with <strong>the</strong> tourism<br />
industry <strong>the</strong> highly leveraged marketing opportunities available<br />
through <strong>the</strong> marketing program planner. In addition, Visit <strong>California</strong><br />
works to communicate news and opportunities to <strong>the</strong> <strong>California</strong><br />
travel industry through speaking engagements and educational<br />
outreach.<br />
Visit <strong>California</strong>’s tourism B2B Web portal (industry.visitcalifornia.com)<br />
provides a distinct industry site with information and resources<br />
regarding <strong>the</strong> assessment program, marketing program planner,<br />
research, publications, industry events, news and more. Visit <strong>California</strong><br />
continues to improve <strong>the</strong> site and add new features for <strong>the</strong> industry,<br />
including current tourism presentation PDFs, blogs, talking points,<br />
toolkits and more.<br />
Karin Fish<br />
Vice President of Operations &<br />
<strong>Industry</strong> Relations<br />
Visit <strong>California</strong>
Visit <strong>California</strong> <strong>Industry</strong> Outreach<br />
February 1, 2011 – May 1, 2012<br />
Program Description<br />
In an effort to communicate Visit <strong>California</strong>’s value to partners and to enlist<br />
<strong>the</strong>ir participation, <strong>Industry</strong> Relations representatives meet on an ongoing<br />
basis with various travel industry organizations to talk about what <strong>the</strong><br />
organization offers <strong>the</strong>ir business.<br />
Visit <strong>California</strong> <strong>Industry</strong> Relations representatives act as catalysts to leverage<br />
resources, unify messaging and increase <strong>the</strong> impact of <strong>the</strong> <strong>California</strong> brand in<br />
<strong>the</strong> marketplace. The representatives share information with assessed<br />
businesses regarding <strong>the</strong> benefits of Visit <strong>California</strong>’s cooperative programs,<br />
trade shows, publications, conferences, and o<strong>the</strong>r marketing and partnership<br />
opportunities.<br />
Target Audience<br />
<strong>Industry</strong> Relations focuses on <strong>California</strong> tourism assessed businesses, partners,<br />
destination marketing organizations, and industry associations.<br />
Objectives & Reach<br />
<strong>Industry</strong> Relations reaches out to industry partners to maintain and grow<br />
industrywide partnerships in an effort to create more resources for promoting<br />
<strong>California</strong>.<br />
With <strong>the</strong> referendum vote coming in March 2013, this is <strong>the</strong> most critical time<br />
to increase <strong>the</strong> number of communications and touch points between Visit<br />
<strong>California</strong> and <strong>the</strong> industry to ensure industry voters understand <strong>the</strong> incredible<br />
value of <strong>the</strong> public-private partnership.<br />
Results & Accomplishments<br />
During <strong>the</strong> past quarter, <strong>Industry</strong> Relations Representatives made<br />
approximately 700 impressions on industry stakeholders through one-on-one<br />
meetings, presentations and calls. A sample of <strong>the</strong>ir presentations can be<br />
viewed at www.tourism.visitcalifornia.com/Travel-<strong>Industry</strong>/Presentations.<br />
Four of five districts were staffed with representatives by <strong>the</strong> end of April:<br />
Nichole Farley, Nor<strong>the</strong>rn <strong>California</strong>; Kelly Yang, Los Angeles; Rebecca Almanza,
Sou<strong>the</strong>rn <strong>California</strong>; and Amy Blaschka, San Francisco-Bay Area. A RFP was<br />
released for <strong>the</strong> San Diego-Orange County district with a contract award date<br />
of May 1, 2012.<br />
In March, <strong>Industry</strong> Relations introduced a dedicated National Representative,<br />
Jonelle Tannahill, to meet with industry leaders of businesses headquartered<br />
out of state.<br />
Internal Staff Referendum Task Force<br />
Visit <strong>California</strong> has developed an internal planning committee to facilitate<br />
educational outreach for <strong>the</strong> upcoming referendum. The committee is<br />
developing and managing a timeline and tasks to keep Visit <strong>California</strong> on<br />
course for a successful and well-orchestrated 2013 referendum vote.<br />
Visit <strong>California</strong> awarded <strong>the</strong> 2012-13 referendum educational outreach contract<br />
to Meridian Pacific Inc. Working on its third referendum for Visit <strong>California</strong>,<br />
Meridian Pacific has developed a campaign plan for <strong>the</strong> next year. Focus<br />
groups have been held in four different regions of <strong>the</strong> state to research<br />
industry thoughts and perceptions of Visit <strong>California</strong>.<br />
Speaker’s Desk<br />
Speaker’s Desk is a program that reaches out to our travel partners and<br />
associates and communicates <strong>the</strong> importance of <strong>California</strong>’s travel and tourism<br />
economy. From national to local audiences, Visit <strong>California</strong> shares “Why Travel<br />
Matters” to <strong>California</strong>. Interested parties can request a Visit <strong>California</strong> speaker<br />
by emailing speakersdesk@visitcalifornia.com.<br />
The <strong>Industry</strong> Relations team examines each invitation to verify its alignment<br />
with Visit <strong>California</strong>’s outreach mission. A speaker request process tracks and<br />
executes speaking engagements. Sample topics of presentations: <strong>the</strong> State of<br />
<strong>California</strong> <strong>Tourism</strong>, Travel Trends, Research Updates, Marketing Partnerships,<br />
U.S. Travel and <strong>Tourism</strong> Impacts. Presentations are generally personalized to<br />
meet <strong>the</strong> needs of <strong>the</strong> organization.<br />
Because marketing <strong>California</strong> is our core objective, we cannot guarantee that<br />
all requests will be filled. The <strong>Industry</strong> Outreach Coordinator is <strong>the</strong> key contact<br />
for speaker requests.<br />
Program Contacts:
Karin Fish<br />
Vice President of Operations & <strong>Industry</strong> Relations<br />
916.319.5437<br />
kfish@visitcalifornia.com<br />
Bianca Valdez<br />
<strong>Industry</strong> Relations Manager<br />
916.319.5404<br />
bvaldez@visitcalifornia.com
Visit <strong>California</strong> <strong>Industry</strong> Outreach<br />
February 1, 2012 to May 1, 2012<br />
February 1 Central Coast <strong>Tourism</strong> Council’s Annual Retreat<br />
February 6 Go West Summit<br />
February 17 Leadership Vallejo’s Monthly Meeting<br />
Feb. 21-23 Visit <strong>California</strong>’s Board Meeting and Outlook Forum<br />
March 7 San Luis Obispo Chamber of Commerce Legislative Day<br />
Reception<br />
March 13 <strong>California</strong> Academy of Sciences “DREAMLAND” Showing<br />
March 13 <strong>California</strong> Bus Association Nor<strong>the</strong>rn <strong>California</strong> Spring<br />
Membership Meeting<br />
March 15 San Diego Convention & Visitor Bureau’s 2012 State of <strong>the</strong><br />
Travel & Hospitality <strong>Industry</strong> Annual Meeting<br />
March 26 Monterey Bay Aquarium’s Ocean Day Legislative Reception<br />
March 26 Napa Valley Community College’s Wine Country Hospitality<br />
Symposium<br />
April 4 San Luis Obispo County <strong>Tourism</strong> Business Improvement<br />
District’s Quarterly Meeting<br />
April 5 <strong>California</strong> Travel Association’s Board Meeting<br />
April 6 Crescent City Chamber of Commerce’s Content Submission<br />
Workshop<br />
April 12 Yosemite Gateway Partners’ Quarterly Meeting<br />
April 17 Fall River Valley Chamber of Commerce<br />
April 21-25 U.S. Travel Association’s International Pow Wow<br />
Request a Visit <strong>California</strong> speaker at speakersdesk@visitcalifornia.com.
Impressions<br />
February 1 through May 1<br />
Organizational Forums Approximate impressions<br />
& Conferences<br />
Visit <strong>California</strong> Board Meeting 300<br />
Visit <strong>California</strong> Committees<br />
and Symposium meetings 120<br />
Visit <strong>California</strong> Outlook Forum 418<br />
Speeches 2,400<br />
Publications distribution/speeches 3,000<br />
<strong>Industry</strong> relations representative outreach 700<br />
Visit <strong>California</strong> Publications<br />
Insights 15,000<br />
Research bulletins 750<br />
Total Outreach Impressions 22,688
Domestic Brand Advertising<br />
<strong>California</strong>’s brand advertising program encompasses<br />
multiple messaging platforms that give consumers new<br />
reasons to visit <strong>the</strong> state throughout <strong>the</strong> year. In addition<br />
to <strong>California</strong>’s umbrella brand messaging intended to<br />
promote <strong>the</strong> <strong>California</strong> lifestyle and <strong>the</strong> depth and breadth<br />
of <strong>the</strong> state’s abundance, additional platforms deliver<br />
targeted messaging based on specific passions and<br />
interests: snow, wine and food, and <strong>California</strong> insider.<br />
Anchored by a national cable television buy, Visit<br />
<strong>California</strong>’s brand advertising efforts continue to explore<br />
new opportunities in <strong>the</strong> areas of content integration and<br />
digital advertising, providing <strong>California</strong> with <strong>the</strong> broadest<br />
coverage, reach and frequency and <strong>the</strong> greatest number of<br />
gross impressions.<br />
Lynn Carpenter<br />
Vice President of<br />
Marketing<br />
Visit <strong>California</strong><br />
Traci Ward<br />
Director<br />
Domestic Marketing
Rob Lowe – <strong>California</strong><br />
Spokesperson &<br />
Brand Ambassador<br />
December 2011-November 2012<br />
Program Description<br />
Visit <strong>California</strong> has long used celebrities in its<br />
brand advertising program as an embodiment<br />
of <strong>the</strong> <strong>California</strong> attitude and a competitive<br />
point of differentiation. Research has shown<br />
time and again that consumers view Hollywood,<br />
<strong>the</strong> entertainment industry and celebrities as<br />
part of <strong>the</strong> unique lifestyle. Beginning in<br />
December 2011, Visit <strong>California</strong> went beyond advertising to establish a deeper<br />
marketing relationship with Rob Lowe, a quintessential <strong>California</strong>n.<br />
Program Details<br />
Rob Lowe may best be known for his roles in television and movies, but he is<br />
also passionate about promoting <strong>California</strong>’s travel product and its role in <strong>the</strong><br />
economic vitality of <strong>the</strong> state. He understands that travel matters to<br />
<strong>California</strong>’s economy by providing significant jobs and revenue to cities and<br />
towns across <strong>the</strong> state. As a longtime resident of <strong>California</strong>’s Central Coast – a<br />
place that attracts people from all over <strong>the</strong> world to experience <strong>the</strong> laid-back<br />
<strong>California</strong> lifestyle – Rob is a terrific celebrity spokesperson for Visit <strong>California</strong>’s<br />
message. From television ad appearances to web videos on his favorite places,<br />
he serves as a charismatic brand evangelist, sharing his take on <strong>the</strong> abundance<br />
and diversity of <strong>California</strong>.<br />
In 2008, he appeared in Visit <strong>California</strong>’s brand TV commercial “Work,” along<br />
with o<strong>the</strong>r well-known <strong>California</strong>ns such as musician Chris Isaak, golfer Phil<br />
Mickelson and actress Vanessa Williams. Now his role has grown to include<br />
more appearances in TV spots, additional spokesperson duties, and B2C<br />
content.
Through this expanded marketing partnership, Visit <strong>California</strong> is able to<br />
capitalize on one of <strong>California</strong>’s key destination drivers – Hollywood and <strong>the</strong><br />
celebrity culture – as well as on Rob’s enthusiasm for everything from biking<br />
across <strong>the</strong> Golden Gate Bridge to skiing at Mammoth Mountain to surfing off<br />
<strong>the</strong> Santa Barbara Coast.<br />
Rob Lowe Spokesperson Components:<br />
• Participation in Visit <strong>California</strong>’s brand TV commercials (launched<br />
2/27/12)<br />
o “Misconceptions-Rob Lowe”<br />
o “Out There-Rob Lowe”<br />
• Custom B2C video content for Visit <strong>California</strong>’s owned media channels<br />
(launched 3/19/12)<br />
o Video topics include family attractions, outdoor recreation, favorite<br />
eats, <strong>the</strong> ultimate <strong>California</strong> road trip, Rob’s <strong>California</strong> bucket list<br />
and o<strong>the</strong>rs.<br />
o Videos can be viewed at visitcalifornia.com/roblowe.<br />
o Efforts to drive traffic to <strong>the</strong> videos have included social media as<br />
well as a paid media campaign on targeted display networks in <strong>the</strong><br />
U.S. and Canada, including YouTube, Rocket Fuel, SpotXChange<br />
and Media Mind. The banner ads resulted in 35,862,650 total<br />
impressions.<br />
o A satellite media tour on April 10, in which Rob Lowe shared his<br />
love of <strong>California</strong> in 32 interviews, has reached more than 11 million<br />
media impressions through television, radio and online media. The<br />
tour reached audiences in key markets such as New York City,<br />
Dallas, Atlanta, Philadelphia and Seattle.
• Custom B2B video content for Visit <strong>California</strong>’s “Why Travel Matters”<br />
platform.<br />
• <strong>California</strong> Visitor’s Guide cover and welcome<br />
letter.<br />
• Social media engagement on Visit <strong>California</strong><br />
channels and Rob Lowe’s channels.<br />
• Event appearances on behalf of Visit<br />
<strong>California</strong>.<br />
o <strong>California</strong> Hall of Fame, Sacramento<br />
(December 2011)<br />
o Amgen Tour of <strong>California</strong> (May 20,<br />
2012)<br />
Program Contact<br />
Traci Ward<br />
Director of Domestic Marketing<br />
Visit <strong>California</strong><br />
916.319.5423<br />
tward@visitcalifornia.com
2011-12 Custom Marketing Group<br />
(CMG) Co-op<br />
May 2012<br />
Program Description<br />
The foundation of this annual cooperative marketing program has traditionally<br />
been a multi-page, advertorial–driven magazine insert. In recent years it has<br />
expanded to include a digital planner. Under <strong>the</strong> banner, “An Insider’s Guide to<br />
<strong>the</strong> Land of Plenty,” <strong>the</strong> content is designed to uncover <strong>the</strong> state’s abundance<br />
of offerings and deliver messaging that gets beneath <strong>the</strong> surface and provides<br />
insight into living <strong>the</strong> <strong>California</strong> lifestyle.<br />
The 2011-12 program included a print insert in <strong>the</strong> fall as well as a digital<br />
planner complement in both fall and spring. The digital guide takes people<br />
deeper into <strong>the</strong> <strong>California</strong> experience and allows for more robust content,<br />
including videos, inside scoops and photo galleries to represent <strong>the</strong> state’s<br />
many regions and activities. It also offers a calendar of events, along with<br />
opportunities for consumers to opt-in for<br />
destination visitor guides, emails and/or<br />
sweepstakes.<br />
The spring digital planner is focused<br />
<strong>California</strong>’s family friendly activities and<br />
adventures, including new attractions and<br />
<strong>California</strong> Fun Spots savings. Wet suit<br />
pioneer Jack O’Neill, one of Visit<br />
<strong>California</strong>’s “True <strong>California</strong>n” print ad<br />
talents, is featured on <strong>the</strong> cover.<br />
Target Audience<br />
Visit <strong>California</strong>’s overarching target audience is defined as escape<br />
seekers/experience collectors. They are planning a vacation in <strong>the</strong> next 12<br />
months, define value based on worth not price, are tech-thusiasts and seek<br />
variety in life, opting for new and different experiences. The target for <strong>the</strong> CMG<br />
co-op is affluent adults, ages 25-54 with a female skew, who reside in <strong>the</strong><br />
Western U.S. or <strong>the</strong> opportunity markets of Texas, New York and Illinois.
Objectives & Reach<br />
The objective of Visit <strong>California</strong>’s integrated media campaign, of which this coop<br />
is part, is to foster awareness of <strong>California</strong> as a premier travel destination<br />
and generate preference for <strong>the</strong> <strong>California</strong> attitude and experience in order to<br />
drive incremental travel and overall economic impact.<br />
Additionally, this program is designed to provide industry partners with an<br />
affordable leveraged media opportunity.<br />
Spring program reach through digital channels and distributions:<br />
• 1.5 million targeted emails (U.S. & Canada) delivered in May 2012<br />
• Digital newsstands, Coverleaf.com and Zinio.com, with potential<br />
combined reach over 11 million<br />
• Digital Planner available as a mobile travel application through<br />
iTunes, featured on ReasonsToGo 4.1 with over 4,500 users<br />
• Sojern – 2 million impressions within behavioral targeting,<br />
retargeting and boarding pass banner campaigns reaching<br />
potential and confirmed <strong>California</strong> travel consumers<br />
(spring/summer only)<br />
• Facebook – 10 million impressions banner campaign to drive traffic<br />
to guide (spring/summer only)<br />
• Vertical Acuity – 1 million impressions feeding Visit <strong>California</strong><br />
Partner content to top-tier sites(spring/summer only)<br />
Results & Accomplishments<br />
Support for <strong>the</strong> co-op grew this year, with a significant increase in DMO participation.<br />
The fall insert was a 28-page section featuring 33 partners (up from 24 pages and 28<br />
partners in fall 2010), while <strong>the</strong> fall digital guide was 89 pages.<br />
The fall 2011 digital guide had more than 425,000 page views and 25,000 unique<br />
users. The average engagement was 19 seconds per spread and 24 pages per visit.<br />
There were more than 40,000 interactive module views.<br />
Program Contact<br />
Traci Ward<br />
Director of Domestic Marketing<br />
916.319.5423<br />
tward@visitcalifornia.com
Interactive & Web<br />
Visit <strong>California</strong> aims to inspire travelers to choose<br />
<strong>California</strong> and to deepen <strong>the</strong>ir overall <strong>California</strong> experience<br />
by delivering information and essential travel tools<br />
wherever travelers may be, whenever <strong>the</strong>y want to travel<br />
and however it is most useful. Visit <strong>California</strong> also<br />
promotes <strong>California</strong>’s depth and breadth of experience,<br />
<strong>the</strong>reby increasing <strong>the</strong> frequency of visits.<br />
Visit <strong>California</strong>’s three key strategies in <strong>the</strong> interactive<br />
arena are to help consumers do more (depth of<br />
experience), do different things (breadth of experiences)<br />
and do <strong>the</strong>m more often (frequency of visits).<br />
Visit <strong>California</strong>’s web and interactive program uses <strong>the</strong><br />
web, a consumer e-newsletter, social media engagement,<br />
and, most recently, mobile platforms to reach travelers and<br />
to interact with <strong>the</strong>m across <strong>the</strong> travel lifecycle.<br />
Traci Ward Gwynne Spann Tia Hoang<br />
Director<br />
Director of Domestic Marketing<br />
Directionr of Hoang<br />
Content Manager Web Manager<br />
Visit <strong>California</strong>
Social Media<br />
Spring 2012<br />
Program Description<br />
Currently, Visit <strong>California</strong> social<br />
efforts are focused on Facebook<br />
(facebook.com/VisitCA) and Twitter<br />
(Twitter.com/VisitCA), with added<br />
engagement on newer platforms<br />
such as Pinterest<br />
(Pinterest.com/visitcalifornia) and<br />
Instagram (@visitcalifornia). There<br />
will be continual monitoring to<br />
follow trends in <strong>the</strong> social space and<br />
to use new platforms when<br />
appropriate.<br />
Facebook:<br />
The Visit <strong>California</strong> Facebook page is used to share content and to engage<br />
with fans about all things <strong>California</strong>. The new Facebook Timeline is a more<br />
organic, photo-driven approach, making Facebook even more conversational<br />
and engaging. With Timeline, photos can have more visual impact, grabbing<br />
<strong>the</strong> users’ attention more readily. Visit <strong>California</strong> is also able to better spotlight<br />
news, photos, videos, and announcements.
Ano<strong>the</strong>r feature are milestones. Posts can be marked as a milestone, adding<br />
<strong>the</strong>m to Visit <strong>California</strong>’s historical record. It is a living history of <strong>the</strong> brand.<br />
Given this, and timed around <strong>the</strong> launch of Timeline, Visit <strong>California</strong> ran <strong>the</strong><br />
“<strong>California</strong> Milestone Moments” contest in which Facebook fans could upload a<br />
photo of <strong>the</strong>ir personal “<strong>California</strong> Milestone Moment.” The top 10 entries<br />
garnering <strong>the</strong> most fans receive a prize consisting of branded <strong>California</strong><br />
merchandise. The goal is to generate additional “likes”, as well as to increase<br />
engagement with Visit <strong>California</strong>’s current fan base.<br />
Twitter:<br />
Twitter allows Visit <strong>California</strong> to share links, pictures, and videos, and to ask<br />
followers questions about <strong>California</strong>. The Twitter feed also is used to publicize<br />
various Visit <strong>California</strong> activities, like <strong>the</strong> “<strong>California</strong> Milestone Moments”<br />
contest, as well as to support our industry by retweeting selected posts.<br />
Target Audience<br />
• U.S. and Canadian consumers traveling in <strong>California</strong>.<br />
• Consumers, both U.S. and Canadian, planning to travel to <strong>California</strong> in<br />
<strong>the</strong> future.<br />
• International visitors traveling in <strong>California</strong>.<br />
• Previous visitors to <strong>California</strong>.<br />
• Consumers interested in <strong>the</strong> <strong>California</strong> lifestyle and what <strong>the</strong> state has to<br />
offer.<br />
• Current <strong>California</strong> residents.
Objectives & Reach<br />
• Solicit engagement among current fans, including driving traffic back to<br />
www.visitcalifornia.com.<br />
• Acquire new fans.<br />
• Keep fans aware of o<strong>the</strong>r Visit <strong>California</strong> activities, both on and offline.<br />
• Share interesting and exciting photos, events, videos, and o<strong>the</strong>r content<br />
about <strong>California</strong>.<br />
• Provide travel advice and information to visitors and prospective<br />
visitors.<br />
Results & Accomplishments<br />
Facebook:<br />
Thus far in 2012, <strong>the</strong> total number of fans is up 18 percent to 28,993, and <strong>the</strong><br />
average daily fan engagement is up approximately 20 percent.<br />
• Successfully converted Visit CA Facebook to <strong>the</strong> new Facebook<br />
Timeline.<br />
• Launched a major Facebook promotion – <strong>California</strong> Milestone Moments –<br />
to drive fan engagement and acquisition.<br />
• Launched a multi-faceted Facebook ad campaign to acquire more fans.<br />
Twitter:<br />
The total number of Twitter followers has risen 26 percent in 2012 to 14,741.<br />
• The Visit <strong>California</strong> Twitter page - @VisitCA – was switched from<br />
@CA<strong>Tourism</strong> to keep it consistent with o<strong>the</strong>r social media channels and<br />
to reflect <strong>the</strong> new Visit <strong>California</strong> name.<br />
Program Contact<br />
Gwynne Spann<br />
Content Manager<br />
916.319.5414<br />
gspann@visitcalifornia.com
Visit <strong>California</strong> Mobile Platform<br />
Ongoing<br />
Program Description<br />
In April 2011, Visit <strong>California</strong> initiated <strong>the</strong> latest<br />
steps in <strong>the</strong> development of its mobile strategy<br />
by convening a Mobile Task Force consisting of<br />
interested industry members, key agency<br />
contacts and Visit <strong>California</strong> staff. As Visit<br />
<strong>California</strong> understands <strong>the</strong> importance of content<br />
as a key part of a successful mobile strategy, it<br />
looked to its content vendor, Sunset Publishing,<br />
to take a leadership role from <strong>the</strong> agency side.<br />
Sunset, along with its parent company, Time Inc.,<br />
was able to bring in a mobile vendor to be <strong>the</strong><br />
technology partner for <strong>the</strong> project. The vendor,<br />
One-to-One Interactive (formerly Renu), is a<br />
leading mobile services provider.<br />
The Mobile Task Force provided significant guidance and leadership<br />
throughout <strong>the</strong> creative and development process that resulted in a twopronged<br />
approach. The initial Visit <strong>California</strong> mobile platform is a combination<br />
of an iPad app and a mobile Web site, both of which went live in 2011 - - with a<br />
promotional launch in March 2012. One overarching objective of this strategy is<br />
to repurpose existing compelling content and optimize it for mobile in order to<br />
reach consumers when and how <strong>the</strong>y want to be reached.<br />
The mobile platform is being designed to touch <strong>California</strong> tourists throughout<br />
all stages of <strong>the</strong> travel lifecycle. Visit <strong>California</strong> has determined that <strong>the</strong> ‘‘during<br />
travel’’ phase is particularly relevant to <strong>the</strong> mobile platform, and it will be a<br />
primary area of focus. That does not mean, however, that consumers<br />
preparing for a trip will be neglected - - Visit <strong>California</strong> will continue to provide<br />
interesting and inspirational content to <strong>the</strong>se individuals, as well as to those<br />
who have already completed a trip, by enabling sharing functionality.<br />
The mobile platform strategy found to have <strong>the</strong> highest reach and<br />
engagement with consumers:
• Designed to be platform-agnostic and <strong>the</strong>refore accessible across a<br />
wide range of devices, <strong>the</strong> mobile Web site will provide broad reach,<br />
and will have <strong>the</strong> ability to provide location-based content to <strong>the</strong><br />
consumer while <strong>the</strong>y are traveling in state.<br />
• Capitalizing on <strong>the</strong> iPad - - <strong>the</strong> leader in <strong>the</strong> tablet market with <strong>the</strong><br />
highest penetration and <strong>the</strong> strongest loyalty - - <strong>the</strong> iPad app is designed<br />
to provide depth of experience to <strong>the</strong> affluent, influential consumer.<br />
Tablet technology offers <strong>the</strong> opportunity to combine <strong>the</strong> best of print<br />
publishing (including visually stunning photography) with <strong>the</strong> best of<br />
computer interactivity for a new level of consumer engagement. The<br />
application has been developed to provide a mix of inspirational and<br />
informative content and to work in conjunction with o<strong>the</strong>r regional<br />
<strong>California</strong> tablet applications that may provide more specific and<br />
detailed listings and directories.<br />
Mobile Web Site Feature Set<br />
• Home page and content icons.<br />
• Trip planning that highlights activities and events occurring in <strong>California</strong>.<br />
• ‘‘My Trip’’ - - an interactive itinerary planning tool that allows consumers<br />
to save content.<br />
• Searchable events.<br />
• Video formatted to serve multiple devices including iOS, Android and<br />
Blackberry.<br />
• Articles about <strong>California</strong> lifestyle and abundance.<br />
• Travel tools and <strong>California</strong> Welcome Center information.<br />
• Social networking integration (includes sharing capabilities and a live<br />
Twitter feed).<br />
iPad App Feature Set<br />
• Visit <strong>California</strong> travel publications with interactive<br />
content.<br />
• Robust map capabilities with VCA content, CWC<br />
info and Yelp data.<br />
• Access and ability to add to <strong>the</strong> ‘‘My Trip’’ feature from VCA.<br />
• Nearest attractions/places.<br />
• Social networking integration.
• Trip Journal, with social media sharing capability.<br />
While <strong>the</strong> promotional launch occurred<br />
in March, Visit <strong>California</strong> is developing<br />
its ongoing mobile strategy, not only<br />
through <strong>the</strong> creation and updates of its<br />
own applications and mobile Web site<br />
but also by leveraging new technology<br />
platforms as <strong>the</strong>y become available.<br />
Target Audience<br />
Consumer Audiences:<br />
• Domestic (U.S. and Canadian)<br />
consumers traveling in <strong>California</strong>.<br />
• Domestic (U.S. and Canadian) and international consumers planning to<br />
travel to <strong>California</strong> in <strong>the</strong> future.<br />
Partner Audiences:<br />
• <strong>California</strong> DMOs.<br />
• <strong>California</strong> travel industry businesses and partners.<br />
Objectives & Reach<br />
• Develop a marketing communication tool that enables a dialog with<br />
consumers while <strong>the</strong>y travel in <strong>California</strong>, <strong>the</strong>reby streng<strong>the</strong>ning <strong>the</strong><br />
relationships, building loyalty and increasing incremental travel.<br />
• Provide travel information to consumers to help improve <strong>the</strong>ir travel<br />
experience while in <strong>California</strong>.<br />
• Increase awareness of <strong>California</strong> industry partners among qualified,<br />
upscale consumers. Provide leads in <strong>the</strong> form of click-throughs.<br />
The January 2011 Destination Analysts Inc. report, ‘‘The State of <strong>the</strong> American<br />
Traveler,’’ asserts that approximately 7 percent of travelers use an iPad or<br />
tablet while traveling and approximately 30 percent of travelers use a smart<br />
phone to research travel on <strong>the</strong> Internet. Visit <strong>California</strong> hopes to capture a<br />
portion of this market with its new mobile platform.
Results & Accomplishments<br />
The iPad application is currently in <strong>the</strong> Apple store and can be found by doing<br />
a search for ‘‘Visit <strong>California</strong>.’’ The mobile Web site is live and can be accessed<br />
by navigating to visitcalifornia.com on a smart phone.<br />
The iPad app has seen steady downloads since it became available in<br />
December. As of May 2 nd , <strong>the</strong>re were 12,011 total downloads with almost half<br />
coming from outside <strong>the</strong> United States.<br />
iPad Downloads by Market<br />
Program Contacts<br />
3%<br />
Gwynne Spann<br />
Content Manager<br />
916.319.5414<br />
gspann@visitcalifornia.com<br />
2% 2% 14%<br />
2%<br />
3%<br />
3%<br />
3%<br />
8%<br />
8%<br />
53%<br />
USA UK Canada Brazil Italy Australia<br />
Germany China Ne<strong>the</strong>rlands France All O<strong>the</strong>rs
Web Visitation<br />
March through May 2012<br />
Program Description<br />
Visit<strong>California</strong>.com is <strong>the</strong> primary consumer call to action in all brand<br />
advertising activity in <strong>the</strong> U.S. and Canada. Visit <strong>California</strong> also manages 12<br />
international domains in nine different languages.<br />
Australia - http://www.visitcalifornia.com.au/<br />
Brazil - http://www.visitcalifornia.com.br/<br />
Germany - http://www.visitcalifornia.de/<br />
France - http://www.visitcalifornia.fr/<br />
India - http://www.visitcalifornia.in/<br />
Italy - http://www.visitcalifornia.it/<br />
Ireland - http://www.visitcalifornia.co.uk/<br />
Mexico - http://www.visitacalifornia.com.mx/<br />
U.K. - http://www.visitcalifornia.co.uk/<br />
Japan - http://www.visitcalifornia.jp/<br />
Korea - http://www.visitcalifornia.co.kr/<br />
China - http://www.gocalifornia.cn/<br />
Activity for each Web site is traceable through Google Analytics software.<br />
Target Audience<br />
Visit <strong>California</strong> Web site evaluation is primarily intended for internal use. The<br />
data is used to help Visit <strong>California</strong> staff and Visit <strong>California</strong>’s interactive<br />
agency MeringCarson and for external reporting to <strong>the</strong> industry and board.<br />
Objectives & Reach<br />
The top-line objective is to measure <strong>the</strong> numbers of unique visitors, visits, page<br />
views and average length of time on site for each of Visit <strong>California</strong>’s Web<br />
sites. Additionally, analytics tools measure overlap of brand advertising<br />
exposure with Web usage and measure <strong>the</strong> effectiveness of programs and<br />
inform future strategies.
Results & Accomplishments<br />
Overall <strong>the</strong>re were a total 3,174,512 unique visitors for visitcalifornia.com, which<br />
is a 27.76 percent increase from <strong>the</strong> previous year. We can attribute part of <strong>the</strong><br />
increase to an upswing in <strong>the</strong> number of page views and new visits to <strong>the</strong> sites<br />
(2.77 percent and 2.70 percent, respectively). Web site visitation data is for<br />
April 1, 2011, through March 31, 2012.<br />
Page<br />
views<br />
% Change Pages/Visit Avg. Time on Site New Visits<br />
U.S. 2,990,661 24.79% 4.56 3:31 84.16%<br />
U.K. 93,038 26.64% 5.40 4:09 79.77%<br />
India 79,479 432.70% 2.77 7:53 47.64%<br />
Australia 41,988 31.10% 5.96 5:28 76.57%<br />
Brazil 36,704 18.12% 5.14 5:35 76.96%<br />
Germany 32,849 -18.14% 4.72 4:35 74.99%<br />
Italy 28,446 0.49% 5.13 4:07 75.23%<br />
France 16,714 2.96% 4.97 4:26 75.90%<br />
Mexico 13,714 42.76% 5.84 6:27 74.97%<br />
Ireland 9,576 6.97% 5.91 4:28 81.00%<br />
Japan 8,161 8.83% 3.48 2:48 78.41%<br />
China 7,506 19.31% 4.39 7:19 69.60%<br />
Korea 5,066 -5.17% 4.40 4:20 76.45%<br />
We also have seen an increase year over year in <strong>the</strong> mobile visitation space.<br />
There were 406,497 visitors who used a mobile device to access our Web site<br />
– up 198.27 percent from <strong>the</strong> previous year. The following is a breakdown of<br />
visitation by top mobile devices:<br />
Visits Pages/Visit Avg. Time on Site New Visits<br />
Apple iPad 142,091 4.37 4:16 76.65%<br />
Apple iPhone 97,734 2.60 2:39 85.80%<br />
Apple iPod Touch 14,096 2.76 2:04 81.41%<br />
HTC EVO 4G 9,323 3.06 2:33 84.02%<br />
Motorola DroidX 7,310 3.11 2:45 82.26%<br />
SonyEricsson LT15i Xperia Arc 5,544 4.20 3:47 84.08%<br />
HTC Incredible 4,772 2.80 1:38 84.39%<br />
T-Mobile myTouch4G 3,668 2.41 2:00 83.46%<br />
Motorola Xoom 1,075 4.95 3:29 79.49%
Samsung Galaxy Tab 1,048 4.16 3:01 86.84%<br />
From this data, we can see that Apple mobile devices are <strong>the</strong> most widely<br />
used devices to access <strong>the</strong> Web site. While many people are using <strong>the</strong>ir smart<br />
phones to access Web sites, <strong>the</strong>re is definitely a surge of tablet users that is<br />
changing <strong>the</strong> behavior of <strong>the</strong> digital ecosystem. With <strong>the</strong> rise of mobile usage,<br />
it is clear that it plays a key role in our brand engagement.<br />
Data from our top content report shows that <strong>the</strong> highest-traffic pages:<br />
1. Home page<br />
2. <strong>California</strong> Visitor’s Guide<br />
3. Deals<br />
4. Los Angeles<br />
5. Explore (Destinations)<br />
6. San Francisco Bay Area<br />
7. Fun Spots<br />
8. Things To Do<br />
9. Trip Ideas<br />
10. <strong>California</strong> Fives<br />
This data is a key part of analyzing <strong>the</strong> performance and <strong>the</strong> effectiveness of<br />
our marketing efforts for each page.<br />
Program Contact<br />
Tia Hoang<br />
Web Manager<br />
916.327.3391<br />
thoang@visitcalifornia.com
Google Currents<br />
Spring 2012<br />
Program Description<br />
Visit <strong>California</strong> is currently working to refine<br />
our mobile technology and has recently<br />
partnered with Google to produce a mobile<br />
application to share <strong>California</strong> content in an<br />
easy-to-use “online magazine” format. The<br />
application is available for iPads, iPhones, and<br />
Android devices.<br />
In Currents, Visit <strong>California</strong> editorial content -<br />
Must Sees, Inside Scoops, and Articles - as<br />
well as Facebook, Flickr, and YouTube feeds,<br />
appear in organized, categorized sections<br />
such as Arts & Culture, Beaches, Family Fun,<br />
Nightlife, Outdoor Recreation, Shopping, Spa<br />
& Wellness, Wine & Dine, and Winter<br />
Recreation.<br />
Along with <strong>the</strong> informative editorial, beautiful <strong>California</strong> images help to<br />
highlight <strong>the</strong> diversity of <strong>the</strong> Golden State. Google Currents offers offline<br />
reading, as well as article sharing through a number of social networking sites<br />
including Facebook and Twitter.<br />
Target Audience<br />
• U.S. and Canadian consumers traveling in <strong>California</strong>.<br />
• U.S. and Canadian consumers planning to travel to <strong>California</strong> in <strong>the</strong><br />
future.<br />
• International visitors traveling in <strong>California</strong>.<br />
• Consumers interested in <strong>the</strong> <strong>California</strong> lifestyle and what <strong>the</strong> state has to<br />
offer.
Objectives & Reach<br />
• Develop a marketing tool to help consumers traveling in <strong>California</strong> or<br />
thinking of traveling to <strong>California</strong>, streng<strong>the</strong>n <strong>the</strong> relationships with travel<br />
consumers, build loyalty, and increase travel to <strong>the</strong> state.<br />
• Provide travel information to consumers to help improve <strong>the</strong>ir <strong>California</strong><br />
experience.<br />
Results & Accomplishments<br />
The Visit <strong>California</strong> edition is currently in <strong>the</strong> Google Currents library and can<br />
be found by doing a search for Visit <strong>California</strong> in <strong>the</strong> Currents library under <strong>the</strong><br />
Lifestyle section.<br />
Program Contact<br />
Gwynne Spann<br />
Content Manager<br />
916.319.5414<br />
gspann@visitcalifornia.com
Rural/Cooperative Promotions<br />
Created to support <strong>the</strong> industry by promoting <strong>California</strong>’s<br />
beyond-<strong>the</strong>-gateways destinations and by providing<br />
marketing opportunities, co-ops are valuable tools for<br />
extending <strong>the</strong> reach of <strong>California</strong>’s many industry<br />
stakeholders. Visit <strong>California</strong> focuses on making all<br />
cooperative promotion programs more efficient, more<br />
cost-effective and more cohesive with <strong>the</strong> <strong>California</strong><br />
brand. Co-op programs include:<br />
• Rural <strong>California</strong><br />
• <strong>California</strong> Fun Spots (Attractions)<br />
• Shop <strong>California</strong><br />
• Culture <strong>California</strong><br />
• <strong>California</strong> State Parks<br />
Traci Ward<br />
Director of Domestic<br />
Marketing<br />
Visit <strong>California</strong>
Rural Marketing Program<br />
Ongoing<br />
Program Description<br />
Visit <strong>California</strong>’s Rural Marketing Program brings toge<strong>the</strong>r <strong>the</strong> many rural<br />
constituencies to leverage resources and unify efforts in promoting natural,<br />
cultural and heritage tourism. The program ensures rural integration into Visit<br />
<strong>California</strong>’s brand advertising program as well as <strong>the</strong> planning and execution of<br />
a Rural Regional Grant Program and a Multi-Regional Rural Grant Program.<br />
Each year, Visit <strong>California</strong> administers a Multi-Regional Rural Grant program to<br />
provide funds for collaborative projects between multiple regions. This fiscal<br />
year, in an effort to create deeper integration with <strong>the</strong> Visit <strong>California</strong> program<br />
of work, Visit <strong>California</strong> presented <strong>the</strong> Rural Marketing Symposium with<br />
program options. The Symposium selected a research program with Visa<br />
International for Visa Vue data.<br />
In addition to <strong>the</strong> grant funding, Visit <strong>California</strong> will continue to integrate <strong>the</strong><br />
rural message into <strong>the</strong> overarching marketing program of work. The television<br />
commercial, “Out There,” along with expanded behind-<strong>the</strong>-scenes content<br />
about <strong>the</strong> spot, promotes rural <strong>California</strong> and is featured on visitcalifornia.com<br />
in <strong>the</strong> “Life in <strong>California</strong>” section. Beyond inclusion in brand advertising, Visit<br />
<strong>California</strong> has also highlighted <strong>California</strong>’s eight rural regions through<br />
“Entertainment Tonight” content integration, publications including <strong>the</strong> 2012<br />
<strong>California</strong> Visitor’s Guide & Travel Planner and 2012 <strong>California</strong> Road Trips Guide<br />
and inclusion in large-scale events like International Pow Wow.<br />
Target Audience<br />
Consumer Target: Visit <strong>California</strong>’s overarching target audience is defined as<br />
escape seekers/experience collectors; <strong>the</strong>y are planning a vacation in <strong>the</strong> next<br />
12 months, define value based on worth not price, are tech-thusiasts and seek<br />
variety in life, opting for new and different experiences.
<strong>Industry</strong> Target: 990 destination marketing organizations, chambers of<br />
commerce, rural regional associations, cultural arts and heritage groups; 20<br />
<strong>California</strong> Welcome Centers; 478 cities and 58 counties.<br />
Objectives & Reach<br />
Goals of <strong>the</strong> Rural Marketing Program:<br />
• To promote rural <strong>California</strong> through deep integration with <strong>the</strong> Visit<br />
<strong>California</strong> marketing program of work, with <strong>the</strong> goals of driving<br />
increased visitation and length of stay.<br />
• To promote and facilitate local partnerships.<br />
• To provide funding opportunites for <strong>California</strong>’s eight rural regions to<br />
allow for region-specific marketing programs.<br />
Results & Accomplishments<br />
• The Symposium selected a research program with Visa International to<br />
receive Visa Vue data, featuring international visitation and spending for<br />
each region.<br />
• The remaining grant funds were available for regional groups to submit<br />
applications for projects of <strong>the</strong>ir choice. Visit <strong>California</strong> received four<br />
proposals, two of which met Visit <strong>California</strong>’s criteria and were granted<br />
<strong>the</strong> funds.<br />
• Visit <strong>California</strong> has collected Rural Regional Grant applications as well as<br />
mid-year reports and has distributed <strong>the</strong> first and second installment<br />
checks.<br />
• Visit <strong>California</strong> has also collected Multi-Regional Rural Grant applications<br />
and is in <strong>the</strong> process of distributing <strong>the</strong> funds to <strong>the</strong> selected regions.<br />
• The :30 brand spot “Out There” highlights all eight of <strong>California</strong>’s rural<br />
regions. It aired in rotation with o<strong>the</strong>r brand commercials in <strong>the</strong> spring<br />
2012 television flight until May 6.<br />
Domestically, <strong>the</strong> “Out There” spot had a 12.8 percent awareness and creatively<br />
received <strong>the</strong> strongest positive reaction among all <strong>the</strong> TV spots. Following are<br />
audience ratings, on a five-point scale, of <strong>the</strong> messages received.
Ratings “Out There” Benchmark<br />
Diverse and wide-range of activities 4.3 Top 10%<br />
Broadens my opinion of what <strong>California</strong> has<br />
to offer<br />
3.7 Top 25%<br />
Shows a lesser-known side of <strong>California</strong> 3.6 Above Average<br />
Interested in visiting off-<strong>the</strong>-beaten path<br />
areas<br />
3.5 Top 25%<br />
In Canada, <strong>the</strong> “Out There” spot had a 15 percent awareness and creatively had<br />
strong ratings, especially in terms of showing a diverse and wide range of<br />
activities and showing a lesser-known side of <strong>the</strong> state. Following are audience<br />
ratings, on a five-point scale, of <strong>the</strong> messages received.<br />
Ratings “Out There” Benchmark<br />
Diverse and wide-range of activities 4.2 Top 10%<br />
Broadens my opinion of what <strong>California</strong> has<br />
to offer<br />
3.9 Top 25%<br />
Shows a lesser-known side of <strong>California</strong> 4.0 Top 10%<br />
Interested in visiting off-<strong>the</strong>-beaten path<br />
areas<br />
3.7 Top 25%<br />
Program Contacts<br />
Gwynne Spann<br />
Content Manager<br />
916.319.5414<br />
gspann@visitcalifornia.com<br />
Traci Ward<br />
Director of Domestic Marketing<br />
916.319.5423<br />
tward@visitcalifornia.com
Research<br />
Visit <strong>California</strong> employs a $500,000 domestic research<br />
budget to keep tabs on tourism industry trends, to<br />
conduct qualitative research related to <strong>the</strong> organization’s<br />
marketing and communications programs and to measure<br />
<strong>the</strong> impact of <strong>the</strong>se programs. Research also is conducted<br />
internationally to understand attitudes toward <strong>California</strong> as<br />
a visitor destination and international travel behaviors in<br />
<strong>the</strong> state, as well as to measure <strong>the</strong> impact of marketing<br />
programs abroad. The research program is divided among<br />
<strong>the</strong> following budget categories:<br />
• Economic impacts analysis<br />
• Domestic market research<br />
• Marketing effectiveness & ROI<br />
• Bulletins and special studies<br />
• Global research reports<br />
Daniel Mishell<br />
Director of Research<br />
Visit <strong>California</strong>
Global Optimization: Market<br />
Allocation Platform<br />
May 2012<br />
Program Description<br />
Due to <strong>the</strong> economic, social and geographical inconsistencies that exist across<br />
international markets, <strong>the</strong> return on marketing dollars in each potential target<br />
varies. With a focus on efficiencies and maximizing <strong>the</strong> value of each dollar,<br />
Visit <strong>California</strong> contracted with <strong>Tourism</strong> Economics to build a tool that<br />
quantifies projected costs, returns, risks and restraints for 15 international<br />
markets. <strong>Tourism</strong> Economics, a third-party research provider, specializes in<br />
creating tools that are based on <strong>the</strong> economic drivers and changing profiles of<br />
destinations and travelers.<br />
Target Audience<br />
Data is to be used by Visit <strong>California</strong> staff responsible for recommending how<br />
to spend funds in global markets in order to develop effective statewide<br />
tourism marketing strategies and programs.<br />
Objectives & Reach<br />
The Market Allocation Platform provides insight into where opportunities and<br />
risks exist in <strong>the</strong> global marketplace to help determine <strong>the</strong> optimal allocation of<br />
Visit <strong>California</strong>’s marketing budget.<br />
Results & Accomplishments<br />
Realizable return and cost are used to develop a “relative ROI potential<br />
index,” which along with risk and accessibility inputs creates recommended<br />
budget shares for each country.<br />
The realizable return score is built by considering each market’s opportunity,<br />
propensity and value.<br />
Inputs that represent opportunity in each market reflect <strong>the</strong> size and growth<br />
potential of that market and <strong>the</strong> currently untapped market share. This score<br />
is a combination of <strong>the</strong> following:<br />
• Travel market size, which includes outbound leisure spending,<br />
comparable global trips and total arrivals in <strong>the</strong> USA.
• Country size, encompassing adjusted employment and GDP per capita.<br />
• Market growth built upon <strong>the</strong> percentage of spending on leisure<br />
outbound travel, comparable trips, employment and GDP per capita.<br />
• Headroom – a function of <strong>California</strong>’s share of both inbound and<br />
outbound travel and its share of total U.S. leisure travel.<br />
Propensity to visit quantifies <strong>the</strong> appeal of <strong>the</strong> <strong>California</strong> product in each<br />
market as measured by:<br />
• Sentiment, a combination of economic outlook, perception of <strong>the</strong> U.S.<br />
and <strong>the</strong> unemployment outlook.<br />
• Alignment, a function of U.S. share of total outbound travel, <strong>the</strong> share of<br />
outbound travel to comparable destinations, alignment in activities by<br />
all travelers and alignment in leisure activities<br />
The value of each visitor is comprised of <strong>the</strong> following economic factors for<br />
each market:<br />
• Purchasing power, based on <strong>the</strong> current exchange rate strength along<br />
with <strong>the</strong> actual change in exchange rates and <strong>the</strong> expected change in<br />
value of each currency over <strong>the</strong> next three years<br />
• Visitor value: a function of <strong>the</strong> visitors median length of stay, <strong>the</strong>ir<br />
average spend per trip, average spend per day and total spend per<br />
leisure trip<br />
Cost is a compilation of each market’s affordability and market presence.<br />
Affordability is constituted of market media costs and ease of doing business<br />
in each country. Market presence takes into account Visit <strong>California</strong>’s past<br />
investment as well as <strong>the</strong> number of state DMOs with offices in each market.<br />
Risk inputs include <strong>the</strong> following economic indicators: government bond<br />
ratings, GDP resilience overall and during recessions and U.S. travel resilience<br />
overall and during recessions.<br />
Access considerations include commercial flight volumes, distance from<br />
<strong>California</strong>, and visa waiver status.<br />
Conclusion<br />
Visit <strong>California</strong> has always used a number of sources and data types to<br />
determine how to allocate marketing funds abroad. As it moves toward a<br />
more unified global marketing program, <strong>the</strong> importance of standardizing <strong>the</strong>se<br />
data to be truly comparable across markets has been amplified. Visit <strong>California</strong>
turned to <strong>the</strong> recognized leader in <strong>the</strong> field of tourism economic consulting for<br />
assistance.<br />
Visit <strong>California</strong> staff spent much time with <strong>the</strong> MAP results, working iteratively<br />
with <strong>the</strong> <strong>Tourism</strong> Economics team to address questions with preliminary<br />
results. The MAP structure allows for numerous ways to look at <strong>the</strong> data, and<br />
various scenarios can be run according to how many countries are considered<br />
and which advertising formats will be used.<br />
MAP output has been and will continue to be considered reliably powerful<br />
quantitative data for strategic planning. We must be careful, however, not to<br />
make MAP data <strong>the</strong> sole determinant of market selection and budget<br />
allocation. Qualitative intelligence and industry interests play important roles<br />
as well.<br />
Program Contact<br />
Dan Mishell<br />
Research Director<br />
916.319.5413<br />
dmishell@visitcalifornia.com
Publications<br />
Visit <strong>California</strong> research has found that while many<br />
consumers use <strong>the</strong> Web to do <strong>the</strong>ir trip planning, <strong>the</strong>y still<br />
rely on a print piece during <strong>the</strong>ir trip. In particular, <strong>the</strong><br />
various <strong>California</strong> Visitor’s Guides serve as <strong>California</strong>’s<br />
premium print publications and primary distribution pieces<br />
of collateral, as well as <strong>the</strong> primary advertising vehicle for<br />
<strong>the</strong> industry to reach prospective visitors. Key publications<br />
pieces include:<br />
• <strong>California</strong> Visitor’s Guide<br />
• International Visitor’s Guides<br />
• <strong>California</strong> Road Trips<br />
• <strong>California</strong> Official State Map<br />
Gwynne Spann<br />
Content Manager<br />
Visit <strong>California</strong>
Communications<br />
Communications promotes <strong>California</strong> by leveraging Visit<br />
<strong>California</strong> programming and delivering statewide product<br />
news and experiences to media worldwide, ultimately<br />
increasing consumer interest and visitation. Additionally,<br />
Visit <strong>California</strong> communicates news and opportunities to <strong>the</strong><br />
<strong>California</strong> travel industry through speaking engagements and<br />
<strong>the</strong> tourism industry Web site.<br />
Visit <strong>California</strong> aims to increase overall earned media ROI<br />
and create platforms for industry partners to reach top-tier<br />
media, such as <strong>the</strong> popular domestic media receptions and<br />
international media missions. These events connect partners<br />
with key media and provide an efficient way to reach<br />
multiple audiences at once.<br />
O<strong>the</strong>r global communications activities include press<br />
releases, desk-side visits and press trips. In conjunction with<br />
Public Affairs, Communications also works to position Visit<br />
<strong>California</strong> as an industry leader for travel expertise to U.S.<br />
media, industry and government.<br />
Shannon Brooks<br />
International Public<br />
Relations Manager<br />
Visit <strong>California</strong><br />
Jennifer Sweeney<br />
Public Relations<br />
Manager
Los Angeles & New York Media<br />
Receptions<br />
March 6 and March 27, 2012<br />
Program Description<br />
Visit <strong>California</strong> hosted two successful media receptions in March 2012 to serve<br />
as one-stop shops for journalists interested in learning more about <strong>California</strong><br />
travel product developments for potential story development. The Los<br />
Angeles Media Happy Hour was held on <strong>the</strong> rooftop of The London West<br />
Hollywood on March 6, 2012, and <strong>the</strong> New York Media Reception was March<br />
27, 2012, at <strong>the</strong> Metropolitan Pavilion in Chelsea.<br />
These events are designed to connect <strong>California</strong> destinations and tourism<br />
businesses with key travel media to generate additional interest in <strong>California</strong> as<br />
a travel destination.<br />
Target Audience<br />
The events were targeted to travel media based in Greater Los Angeles and<br />
New York City and surrounding areas.<br />
Objectives & Reach<br />
• To promote <strong>California</strong> as a premier travel destination and to educate <strong>the</strong><br />
in-market media on <strong>the</strong> <strong>California</strong> travel product for future story<br />
development in consumer and trade outlets.<br />
• To provide an opportunity for delegates to showcase <strong>the</strong>ir individual<br />
travel products to influential media.<br />
Results & Accomplishments<br />
This year's Los Angeles event attracted 58 key consumer, lifestyle and travel<br />
media, from outlets such as Johnny Jet and several AAA publications. Eightynine<br />
media attended <strong>the</strong> New York event, including representatives from
Brides, Christian Science Monitor, New York Daily News, Saveur, Parents, Travel<br />
+ Leisure, “CBS This Morning” and Reuters.<br />
Program Contact<br />
Jennifer Sweeney<br />
Public Relations Manager<br />
916.233.0255<br />
jsweeney@visitcalifornia.com
Brides, Christian Science Monitor, New York Daily News, Saveur, Parents, Travel<br />
+ Leisure, “CBS This Morning” and Reuters.<br />
Program Contact<br />
Jennifer Sweeney<br />
Public Relations Manager<br />
916.233.0255<br />
jsweeney@visitcalifornia.com
Domestic Media Relations Outreach<br />
February through April 2012<br />
Program Description<br />
The Communications Department practices both proactive and reactive media<br />
relations and serves as a resource to travel and tourism, trade and business<br />
media. In addition to specified outreach, Visit <strong>California</strong> also hosts domestic<br />
media familiarization tours on an ongoing basis. The media ROI grid tracks<br />
results based on <strong>the</strong>se efforts. This results compilation is created based on <strong>the</strong><br />
work of our public relations agency and on o<strong>the</strong>r media tracking methods.<br />
Target Audience<br />
Domestic consumer, lifestyle and trade media (print, broadcast and online<br />
media).<br />
Objectives & Reach<br />
Visit <strong>California</strong> issues approximately four news releases each year and 12<br />
<strong>the</strong>med pitches, publishes quarterly editions of What’s New in <strong>California</strong>,<br />
updates <strong>the</strong> Web site Press Room on a regular basis, sends a quarterly media<br />
e-newsletter, distributes a weekly Visit <strong>California</strong> news bulletin, brings media to<br />
<strong>California</strong> on press trips, and responds to media requests on an as-needed<br />
basis.<br />
Results & Accomplishments<br />
With <strong>the</strong> increase in social media and online coverage, DCI (Visit <strong>California</strong>’s<br />
public relations agency) measures value with a greater emphasis on<br />
impressions and reach, and less on <strong>the</strong> monetary equivalency evaluator.<br />
Domestic advertising equivalency generated by DCI from February 1, 2012,<br />
through April 25, 2012 was $568,072 (ROI of $8), with 14,619,245 impressions.<br />
Placements included NBC’s “Today,” Alaska Airlines Magazine, Destination<br />
Weddings and Honeymoons, <strong>the</strong> Boston Globe, Austin American Statesman’s<br />
travel blog, JohnnyJet.com and <strong>the</strong>fashionspot.com.
.<br />
Program Contact<br />
Jennifer Sweeney<br />
Public Relations Manager<br />
916.233.0255<br />
jsweeney@visitcalifornia.com<br />
<strong>California</strong> <strong>Tourism</strong> received major<br />
coverage in <strong>the</strong> following media outlets.
Travel Trade<br />
Domestically, Visit <strong>California</strong> continues to promote travel<br />
trade fams around major travel shows and organizes travel<br />
trade fams throughout <strong>the</strong> year. The Travel Trade program<br />
provides additional cooperative marketing opportunities to<br />
leverage limited partner budgets. And as <strong>the</strong> opportunity<br />
to influence trade migrates online, so Visit <strong>California</strong> is<br />
moving training programs online to create centralized<br />
travel trade training and collateral.<br />
The main goals of Travel Trade are to increase awareness<br />
of <strong>the</strong> <strong>California</strong> product, to increase targeted product in<br />
tour operator brochures, and to familiarize front-office<br />
personnel with <strong>the</strong> <strong>California</strong> product so <strong>the</strong>y are able to<br />
provide firsthand knowledge to <strong>the</strong>ir clients and <strong>the</strong>reby<br />
increase sales.<br />
Leona Reed<br />
Senior Director of<br />
International Marketing<br />
Visit <strong>California</strong>
Go West<br />
February 6-9, 2012<br />
Program Description<br />
Go West Summit is <strong>the</strong> premier business-oriented travel trade show selling <strong>the</strong><br />
American West, bringing toge<strong>the</strong>r <strong>the</strong> world's top international tour operators<br />
with specialty suppliers who offer year-round products in a 13-state region of<br />
<strong>the</strong> Western United States.<br />
Go West Summit was held at<br />
<strong>the</strong> Green Valley Ranch in<br />
Henderson, Nev. Karin Fish, <strong>the</strong><br />
Visit <strong>California</strong> vice president of<br />
operations and industry<br />
relations, was a featured speaker<br />
at breakfast on <strong>the</strong> opening day<br />
of Go West.<br />
Target Audience<br />
The target audience for this trade show is destinations, attractions and hotels<br />
and tour operators and travel agencies who sell <strong>the</strong> Western U.S. Among <strong>the</strong><br />
493 people in attendance were 310 suppliers and 152 tour operators.<br />
Objectives & Reach<br />
The objective of Visit <strong>California</strong> at Go West is to connect with both domestic<br />
and international tour operators, sharing developments and content that<br />
encourages <strong>the</strong>m to expand <strong>the</strong>ir <strong>California</strong> offerings. Through prescheduled<br />
meetings and mixers, suppliers are given <strong>the</strong> opportunity to meet with <strong>the</strong> 152<br />
operators in attendance to promote <strong>the</strong>ir products.<br />
Results & Accomplishments<br />
Visit <strong>California</strong> met with 34 companies and distributed leads to <strong>the</strong> 50<br />
<strong>California</strong> companies in attendance.
Program Contact<br />
Leona Reed<br />
Senior Director, International Marketing<br />
916 319 5434<br />
lreed@visitcalifornia.com
<strong>California</strong> Welcome Centers<br />
The 20 <strong>California</strong> Welcome Centers (CWCs) serve to<br />
promote <strong>the</strong> entire state and <strong>the</strong>ir immediate area, giving<br />
travelers a reason to stay longer in a selected region. All<br />
CWCs service <strong>California</strong> travelers by providing destination,<br />
attractions, performing arts and accommodations<br />
brochures from throughout <strong>the</strong> state. The centers also<br />
provide reservation services, Internet access, regional and<br />
<strong>California</strong> merchandise, attraction ticket sales and plasma<br />
screen advertising.<br />
The CWCs program operates using <strong>the</strong> core strategies of<br />
branding, education and promotion and maintains a<br />
presence at major tourism conferences in order to educate<br />
regions on <strong>the</strong> benefits of having a CWC and to encourage<br />
<strong>the</strong> tourism industry to partner with <strong>the</strong> centers.<br />
Karin Fish<br />
Vice President of<br />
Operations &<br />
<strong>Industry</strong> Relations<br />
Visit <strong>California</strong><br />
Cris McLucas<br />
<strong>Tourism</strong> Assessment<br />
Manager
<strong>California</strong> Welcome Center Program<br />
Program Description<br />
The 20 <strong>California</strong> Welcome Centers SM (CWCs) serve to promote <strong>the</strong>ir<br />
immediate regions as well as <strong>the</strong> entire state of <strong>California</strong>, giving travelers a<br />
reason to stay longer in a selected locality. All CWCs perform a concierge<br />
service for travelers while in <strong>California</strong> by providing destination, attraction,<br />
performing arts and accommodations brochures from throughout <strong>the</strong> state.<br />
CWCs also provide reservation services, Internet access, regional and<br />
<strong>California</strong> merchandise, attraction ticket sales and plasma screen advertising.<br />
Each CWC is independently owned and operated and pays a yearly fee to <strong>the</strong><br />
state for designation as an official <strong>California</strong> Welcome Center. In return, Visit<br />
<strong>California</strong> provides marketing assistance and oversight for <strong>the</strong> centers.<br />
Target Audience<br />
Visitors to <strong>California</strong>, particularly those who are making driving trips.<br />
Objectives & Reach<br />
To inspire travelers to stay longer and spend more by giving <strong>the</strong>m <strong>the</strong><br />
information and concierge services <strong>the</strong>y need to make <strong>the</strong>ir plans.<br />
To ensure that travelers have <strong>the</strong> information and services <strong>the</strong>y need to enjoy<br />
a deeper <strong>California</strong> experience and to encourage repeat visitation and positive<br />
word of mouth referrals.<br />
Results & Accomplishments<br />
• Visitor Counts<br />
With <strong>the</strong> addition of Buena Park and Salinas CWCs, <strong>the</strong> number of visitors<br />
that passed through <strong>the</strong> doors of <strong>the</strong> CWC network reached 1.4 million<br />
during <strong>the</strong> year 2011. This volume is a 10 percent increase over <strong>the</strong> number<br />
of visitors that stopped into <strong>the</strong> CWCs during 2010.
• Marketing Integration<br />
Visit <strong>California</strong> continues to effectively integrate <strong>the</strong> CWCs into <strong>the</strong><br />
strategic marketing plan through a variety of methods.<br />
o Social Media<br />
Now that <strong>the</strong> CWC Facebook page has been integrated into Visit<br />
<strong>California</strong>’s Facebook site, staff has turned attention to Twitter. The<br />
Twitter account established by <strong>the</strong> CWCs is being abandoned, and<br />
followers are being redirected to Visit <strong>California</strong>’s B2B account,<br />
“CTTCNews.”<br />
o Mobile Applications<br />
With <strong>the</strong> launch of <strong>the</strong> mobile application for iPad, users can view <strong>the</strong><br />
<strong>California</strong> Visitor’s Guide which references <strong>the</strong> CWCs. In addition,<br />
mobile phone users can now access Visit <strong>California</strong>’s mobile Web site<br />
and learn <strong>the</strong> location of <strong>the</strong> nearest CWC along with driving<br />
instructions.<br />
o Biodegradable Bags<br />
To promote <strong>the</strong> CWC-Visit <strong>California</strong> partnership, biodegradable bags<br />
were developed highlighting both brands. The bags are distributed to<br />
visitors to hold literature and purchases obtained at <strong>the</strong> CWCs.<br />
o Family Task Force<br />
A CWC representative is a member of <strong>the</strong> newly formed Family Task<br />
Force that is providing strategic guidance on marketing efforts to<br />
promote family travel.<br />
• CWC Mixer<br />
A CWC Mixer was held in February 2012 at <strong>the</strong> Visit <strong>California</strong><br />
headquarters. The purpose was to provide an environment for <strong>the</strong> CWC<br />
managers to educate <strong>the</strong> <strong>Industry</strong> Relations representatives and staff from<br />
<strong>the</strong> international offices about <strong>the</strong> welcome center network.<br />
• Regular conference calls with CWC managers are conducted to keep<br />
everyone informed and engaged.<br />
Program Contacts:<br />
Cris McLucas<br />
<strong>Tourism</strong> Assessment Manager<br />
916.445.6546<br />
cmclucas@tourism.ca.gov<br />
Tiffany Tyler<br />
Welcome Center Analyst<br />
916.233.0261<br />
ttyler@tourism.ca.gov
United Kingdom<br />
The U.K. is <strong>California</strong>’s top overseas market with a<br />
projected 710,031 U.K. travelers having come to <strong>California</strong><br />
in 2011. At 19 percent of <strong>the</strong> U.S. market share, <strong>the</strong> U.K. is<br />
Visit <strong>California</strong>’s leading market. Travelers from <strong>the</strong> U.K.<br />
stay an average of 10.4 nights in <strong>the</strong> Golden State and<br />
spent a total $1.3 billion.<br />
A Mintel report estimates that U.K. leisure travel to <strong>the</strong> U.S.<br />
will increase by 29.9 percent by 2014, with <strong>California</strong> wellplaced<br />
to capture a significant amount of this travel due to<br />
continued advertising and consumer awareness. Data<br />
shows that 71 percent of U.K. travelers are aware of<br />
<strong>California</strong> advertising, which generated nearly 61,700<br />
incremental trips, or $184 million in incremental spending in<br />
2011.<br />
Leona Reed<br />
Senior Director of<br />
International Marketing<br />
Visit <strong>California</strong><br />
Lilly Kimmelshue<br />
Marketing Manager,<br />
Europe & India
U.K. Brand Advertising<br />
November 2011-March 2012<br />
Program Description<br />
This is <strong>the</strong> fifth year that Visit <strong>California</strong> has undertaken brand advertising in <strong>the</strong><br />
U.K., launching <strong>the</strong> refreshed domestic TV “Misconceptions II” spot and locally<br />
adapted True <strong>California</strong>n print executions in national newspaper supplements and<br />
on <strong>the</strong> London Underground. The activity has been supported by British Airways<br />
on video on demand channels and a portion of <strong>the</strong> press activity.<br />
TV<br />
Print has been used to extend and deepen brand<br />
messaging and to allow for more specific<br />
product messaging such as food, wine and beach<br />
culture. The True <strong>California</strong>n creative expanded<br />
in February with <strong>the</strong> arrival of music icon Linda<br />
Perry as our new female talent.<br />
Large-scale billboards on <strong>the</strong> London<br />
Underground were used again this year as this<br />
channel has <strong>the</strong> longest dwell time and highest<br />
retention rate of any media due to <strong>the</strong> captive<br />
audience. Additionally London has <strong>the</strong> highest<br />
proportion of ABC1 adults – more highly<br />
educated and better-paid – in <strong>the</strong> U.K., and <strong>the</strong>y<br />
are 22 percent more likely to travel long haul for<br />
holidays than <strong>the</strong> rest of <strong>the</strong> U.K.<br />
“Misconceptions II” ran from December 26 to January 31 for 300 TVRs in a<br />
continuous burst, <strong>the</strong>n as a pulse strategy of an additional 200 TVRs on a week-on,<br />
week-off basis ending early February. This gave us 1+ cover of 84 percent and an<br />
opportunity to see of 6.4.<br />
TV On Demand<br />
New to <strong>the</strong> plan this year was VOD. This enabled us to distribute both<br />
“Misconceptions” and “Out There” to <strong>the</strong> U.K. audience. By using a combination of<br />
digital channels and networks, we have been able to target by both lifestyle and<br />
behavior. Channels included ITV Player, Sky Player, 4OD and Specific Media and<br />
Brightroll networks.<br />
Outdoor
Two bursts of activity on <strong>the</strong> London Underground<br />
advertising ran for two weeks each. The first ran in November<br />
with Glen Plake (ski), Jack O’Neill (surf) and Roy Choi (food<br />
and wine) and <strong>the</strong> second in late February with Jack O’Neill<br />
and Linda Perry (music). The activity covered 400 premium<br />
poster sites in key London stations with an expected reach of<br />
2 million and average OTS of 20.0 (per two week burst).<br />
Media Buys<br />
The media buys launched in January and ran to <strong>the</strong> end of<br />
March, running in quality weekend magazines. With <strong>the</strong> addition of <strong>the</strong> Linda Perry<br />
creative we were able to target female-focused titles (You, Stella, Stylist) with a<br />
more-relevant message. British Airways appeared on approximately half of <strong>the</strong><br />
press insertions with competitive prices for flight and car hire packages and hotels.<br />
The estimated reach of <strong>the</strong> press activity was 41.71 percent ABC1s (52.37 percent<br />
silver voyager demographic and 36.22 percent cultured explorer demographic)<br />
and OTS of 4.31.<br />
Target Audience<br />
All U.K. adults ABC1, ages 25–64.<br />
TV naturally delivers more strongly against our key target audience of <strong>the</strong> silver<br />
voyagers (45 and older) as <strong>the</strong>y are likely to spend more time at home than <strong>the</strong><br />
cultured explorer (ages 25-45) market.<br />
London Underground media specifically targets <strong>the</strong> cultured explorers who are<br />
concentrated in urban environments.<br />
Objectives & Reach<br />
• Drive incremental volume and value of holiday bookings to <strong>California</strong>.<br />
• Drive increased traffic to visitcalifornia.co.uk.<br />
• Increase budget for brand messaging through partnership working with tour<br />
operators or potential <strong>California</strong>n product partners.<br />
• Continue to demonstrate strong ROI.<br />
Results & Accomplishments<br />
Web Visitation
The TV plan was lower-weighted this year (100 TVRs less than last year) and ran<br />
on a pulse strategy to <strong>the</strong> beginning of February. Over <strong>the</strong> course of <strong>the</strong> activity<br />
<strong>the</strong> TV again drove mass visitation. Use of <strong>the</strong> pulse strategy combined with o<strong>the</strong>r<br />
channels has generated a continuous improvement in web traffic over <strong>the</strong><br />
campaign period, with nearly 10,000 incremental unique visitors year over year:<br />
December 26, 2010, to April 3, 2011: 204,378 unique visitors<br />
December 26, 2011, to April 3, 2012: 213,945 unique visitors<br />
The Web site bounce rate fell month on month to 22.99 percent against 38.93<br />
percent same period last year. The use of new media such as VOD has contributed<br />
to this considerable improvement due to <strong>the</strong> direct targeting against user<br />
preferences and behaviors.<br />
TV On Demand<br />
The “TV on demand” activity has<br />
performed well:<br />
Sky Player, which ran until April 16:<br />
• Impressions delivered: 3,476,<br />
489<br />
• Clicks: 60,714; click-through<br />
rate: 1.75 percent<br />
Specific Media, with its lifestyle and travel behavior targeting, is delivering <strong>the</strong><br />
highest CTR with 2.68 percent, followed by Brightroll at 1.97 percent, 4OD at 1.15<br />
percent and ITV Player at 1.11 percent. This shows strong affinity with <strong>the</strong> target<br />
audience.<br />
The activity is running both “Misconceptions II” and “Out There” ads with a 10-<br />
second British Airways end tag. “Out There” is currently performing slightly better<br />
with an average CTR of 1.8 percent, compared to 1.7 percent for “Misconceptions.”<br />
Tracking<br />
Full awareness tracking will be completed soon after evaluating <strong>the</strong> reach of all<br />
brand activity. Media buying review with 23 media will take place in May.<br />
Program Contact<br />
Leona Reed<br />
International Marketing Director, Europe<br />
916.319.5434<br />
lreed@visitcalifornia.com
<strong>California</strong> Classics – Screenings Season<br />
March – April 2012<br />
Program Description<br />
Following <strong>the</strong> successful <strong>California</strong> Classics screening season in 2011, a second<br />
season ran March-April 2012. Targeting <strong>the</strong> film-loving, educated, urban<br />
professional audience, <strong>California</strong> Classics provides a unique platform for brand<br />
engagement through popular culture.<br />
This season of free film screenings across <strong>the</strong> U.K. has been promoted through an<br />
online campaign led by a social media hub on Facebook. The events have taken<br />
place every Wednesday over four weeks at six independent cinemas in key urban<br />
hubs. Each cinema has been selected for its proximity to <strong>the</strong> target audience,<br />
independent feel and social media presence: Edinburgh, Newcastle, Liverpool,<br />
Brighton, London (x 2).<br />
Four classic films were selected for <strong>the</strong>ir cult and cultural appeal and for <strong>the</strong>ir<br />
ability to showcase <strong>California</strong> through <strong>the</strong>ir locations and characters:<br />
• “Milk” – San Francisco<br />
• “Bullitt” – San Francisco and environs<br />
• “Chinatown” – Los Angeles and Catalina Island<br />
• “Sideways” – Santa Ynez Valley/Santa Barbara Wine Country/Solvang<br />
All films were preceded by introduction content by Alex Zane as well as <strong>the</strong><br />
“Misconceptions II” commercial.<br />
Promotional activity<br />
The campaign has been based on a Facebook app and focused mainly on social<br />
media channels to engage <strong>the</strong> audience, distribute tickets and link to partner social<br />
media sites. This platform is an ideal way to communicate with and engage <strong>the</strong><br />
target audience – avid consumers of new and digital media.<br />
Each entrant’s data is captured for future outreach and entered into a drawing for<br />
a holiday to <strong>California</strong> (with flights courtesy of Air New Zealand.) The holiday<br />
competition drawing has been a useful way to build excitement and to encourage<br />
people to sign up for tickets.<br />
To launch <strong>the</strong> campaign, an e-newsletter was sent to <strong>the</strong> existing <strong>California</strong><br />
Classics e-database (4,000) as well as to <strong>the</strong> cinema databases – approximately
106,000 recipients. The email launched <strong>the</strong> campaign, announced <strong>the</strong> films, dates<br />
and locations. People were directed to <strong>the</strong> <strong>California</strong> Classics Facebook page<br />
where <strong>the</strong>y could apply for tickets, Each week <strong>the</strong> tickets were allocated by<br />
random drawing and people notified by email.<br />
A fun and friend social media dialogue on Facebook<br />
(www.facebook.com/californiaclassics) and Twitter (@caclassics) engaged <strong>the</strong><br />
audience on a daily basis by answering questions, teasing events, and generating<br />
feedback and interaction with <strong>the</strong> content and o<strong>the</strong>r users.<br />
Cinema marketing<br />
This year we chose to broaden our reach and<br />
work with both <strong>the</strong> Picturehouse network<br />
(half <strong>the</strong> cinemas) and specially selected<br />
independent cinemas. This has enabled us to<br />
tap into <strong>the</strong>ir existing, well-established email<br />
databases and social media audiences. Each<br />
cinema communicated to <strong>the</strong>ir audience<br />
about <strong>the</strong> season on a weekly basis and<br />
reposted and tweeted our social media<br />
announcements.<br />
Engagement<br />
The Facebook page became <strong>the</strong> hub of <strong>the</strong><br />
promotion activity, engaging consumers with inspirational and educational,<br />
information. The team responded promptly to questions and queries to keep<br />
consumers interested and secure insightful feedback from <strong>the</strong>m on <strong>the</strong> films and<br />
how <strong>the</strong>y’ve been inspired to experience<br />
<strong>California</strong> for real.<br />
Quiz app<br />
As part of <strong>the</strong> engagement, we built a quiz<br />
app for people to answer questions on<br />
favorite <strong>California</strong> Classics movies in order to<br />
win small prizes like film books, posters and<br />
DVDs.<br />
PR<br />
PR activity included outreach to regional journalists and film bloggers. The<br />
response from <strong>the</strong> blogging community was particularly strong and has helped us<br />
to fur<strong>the</strong>r establish <strong>California</strong> Classics in <strong>the</strong> film community as well as <strong>the</strong> general<br />
travel sphere.
Partners:<br />
Air New Zealand continued its support of <strong>the</strong> <strong>California</strong> Classics brand by<br />
partnering with us on this campaign. They have provided a pair of flights for <strong>the</strong><br />
competition prize as well as EDM and social media support.<br />
O<strong>the</strong>r trade partners have supported <strong>the</strong> activity by reposting <strong>the</strong> Facebook URL;<br />
retweeting links, including <strong>the</strong> link in consumer emails; and motivating staff with<br />
VIP tickets. Flight Centre, Osprey Holidays, Travelbag, Travel Counsellors, Titan<br />
Travel and Black Tomato have all generated awareness of <strong>the</strong> screenings.<br />
Event branding:<br />
At each event, guests were greeted by a<br />
<strong>California</strong> Classics hostess and given<br />
tokens for a free glass of <strong>California</strong> wine<br />
and a box of popcorn.<br />
The <strong>California</strong> Classics guidebook was<br />
given out to guests, and many were seen<br />
reading <strong>the</strong>m while waiting for <strong>the</strong> film to<br />
start. The guide focused on <strong>the</strong> <strong>the</strong>mes and<br />
locations of 20 top <strong>California</strong> Classic<br />
movies and introduced <strong>the</strong> various regions<br />
and <strong>the</strong>ir film-making credentials.<br />
Target Audience<br />
The core target audience for this activity is <strong>the</strong> Cultural Explorers – 25- to 40-yearold<br />
urban professionals with a love of film and travel. However, due to <strong>the</strong> wide<br />
appeal of <strong>the</strong> films and <strong>the</strong> established audiences of each cinema, we have been<br />
able to reach a far broader audience profile.<br />
Objectives & Reach<br />
• Encourage U.K. visitation to <strong>California</strong> through <strong>the</strong> medium of film.<br />
• Develop <strong>the</strong> <strong>California</strong> Classics brand by showcasing four classic movies.<br />
• Expand <strong>the</strong> <strong>California</strong> Classics audience – primarily through social media<br />
and increase engagement.<br />
• Evolve <strong>the</strong> <strong>California</strong> Classics brand into a platform for consistent<br />
engagement and inspirational led activity.<br />
Results & Accomplishments<br />
Full results are currently being collated. Interim results are strong – showing that<br />
<strong>the</strong> campaign has delivered well against objectives:
• Ticket applications – 10,907<br />
• Unique registrations – 2,953<br />
• Facebook likes – <strong>the</strong> campaign has doubled <strong>the</strong> audience to 5,551<br />
• Demographic – 61.5 percent of our audience was within <strong>the</strong> 25-44 age<br />
group and 43 percent within <strong>the</strong> core 25-34 group<br />
• Reach – total reach 1.8 million (fans and friend of fans)<br />
• Peak reach – 1.7 million during peak week of campaign<br />
• Social media interactions include:<br />
o Positive response to <strong>the</strong> events, films and wine.<br />
o Sharing memories of previous trips to <strong>California</strong> prompted by seeing<br />
<strong>the</strong> film again.<br />
o Statements of inspiration and motivation to plan a trip to <strong>the</strong> state.<br />
Program Contact<br />
Leona Reed<br />
International Marketing Director, Europe<br />
916.319.5434<br />
lreed@visitcalifornia.com
Travel Marketing Awards<br />
March 22, 2012<br />
Program Description<br />
The Travel Marketing Awards honor <strong>the</strong> most original ideas and bestperforming<br />
ones in travel advertising and marketing in <strong>the</strong> U.K. Entries include<br />
those from <strong>the</strong> largest and<br />
highest-profile travel-related<br />
firms.<br />
The awards are judged by<br />
agency and travel industry<br />
professionals. There are 11<br />
awards in <strong>the</strong> advertising area,<br />
19 in <strong>the</strong> marketing area and six<br />
in “Campaigns of <strong>the</strong> Year.”<br />
The Visit <strong>California</strong> U.K. office of<br />
Black Diamond took home three<br />
top honors in <strong>the</strong> 2012 Travel Marketing Awards. Virgin Atlantic was <strong>the</strong> only<br />
brand to win more awards than Visit <strong>California</strong>.<br />
Results & Accomplishments<br />
• Most Innovative Marketing for <strong>the</strong><br />
"<strong>California</strong> Classics" campaign<br />
that centered around Hollywood<br />
films featuring <strong>California</strong><br />
landscape (Black Diamond).
• Best Poster Advertisement for <strong>the</strong> "True<br />
<strong>California</strong>ns" campaign on <strong>the</strong> London<br />
Underground (MeringCarson and Black<br />
Diamond).<br />
• Best Use of Affinity Marketing<br />
and Sponsorship for premium<br />
watchmaker TW Steel's <strong>California</strong><br />
Collection (Black Diamond).<br />
• Visit <strong>California</strong> garnered one of <strong>the</strong> few gold standards given out during<br />
<strong>the</strong> evening.<br />
Program Contact<br />
Leona Reed<br />
Senior Director, International<br />
Marketing<br />
916.319.5434<br />
lreed@visitcalifornia.com
U.K. Broadcast Focus (PR)<br />
January – March 2012<br />
Program Description<br />
Based on U.K. booking patterns, Visit <strong>California</strong> – UK & Ireland determined <strong>the</strong><br />
second and third quarters as <strong>the</strong> most effective time to identify and secure<br />
broadcast opportunities to showcase <strong>California</strong>’s diversity to a mass audience<br />
Opportunities were sought to provide timely coverage that supported specific<br />
campaigns and initiatives as well as <strong>the</strong> core communication pillars of<br />
entertainment, adventure and cuisine.<br />
This Morning – ITV1<br />
Timed to coincide with <strong>the</strong> March burst of <strong>California</strong> Classics activity, Visit<br />
<strong>California</strong> worked with “This Morning,” ITV1’s flagship daytime show, on a strand<br />
entitled ‘Movie Star Menus’. Hosted by celebrity MasterChef winner and actress<br />
Lisa Faulkner, <strong>the</strong> segment<br />
looked at famous movies and<br />
<strong>the</strong> role of food within <strong>the</strong>m.<br />
The team worked on two<br />
films: “Pretty Woman,” based<br />
around Beverly Hills,<br />
Downtown LA and Santa<br />
Monica; and “Mrs. Doubtfire,”<br />
focused in and around San<br />
Francisco. The filming<br />
dovetailed perfectly not only<br />
with <strong>the</strong> current <strong>California</strong><br />
Classics messaging, but also<br />
with <strong>the</strong> food and wine element that will be a core component of <strong>the</strong> fiscal year<br />
2012-13 strategy. The show reaches an average 1.4 million each day and has a 21<br />
percent share of available viewing.<br />
The Gadget Show – Channel 5<br />
The “Gadget Show” is a primetime TV show in <strong>the</strong> U.K. billed as <strong>the</strong> “Top Gear” of<br />
technology. An entire episode was filmed on location in <strong>California</strong>, looking at<br />
innovation and technology in its birthplace. Filming on location in Malibu, Big Sur,<br />
Silicon Valley, San Francisco Bay and Lake Elsinore, <strong>the</strong> show tested <strong>the</strong> latest<br />
gadgets for watercraft, sound systems, social networking apps, binoculars and<br />
concept cars – all against <strong>the</strong> visual backdrop of sunny <strong>California</strong>. The show gets<br />
an average of 1.5 million viewers per episode and is syndicated to more than 150
countries worldwide. The Web site - http://fwd.channel5.com/gadget-show -<br />
attracts 500,000 individual page impressions per month.<br />
Holiday Heaven on Earth – Channel 5<br />
“Holiday Heaven on Earth” is a new travel show<br />
airing in <strong>the</strong> U.K. – <strong>the</strong> first traditional “holiday”<br />
show in more than four years. Visit <strong>California</strong><br />
negotiated three <strong>California</strong> features designed to<br />
appeal to our three target demographics:<br />
1) Lake Tahoe (Silver Voyagers) – focusing<br />
on <strong>the</strong> shoulder season offerings.<br />
2) San Diego (Premium Families) – to<br />
promote <strong>the</strong> new direct BA flight and attractions.<br />
3) Central Coast’s San Luis Obispo County (Cultured Explorers) – to<br />
showcase an often-overlooked destination on <strong>the</strong> U.K.’s most popular<br />
<strong>California</strong> road trip.<br />
The series aired between February and March 2012 to an estimated audience of<br />
1.1 million viewers per episode and is now being sold worldwide.<br />
Also during December 2011 and January 2012 two hourlong episodes of “Inside<br />
Luxury Travel“ were broadcast on <strong>the</strong> Travel Channel in <strong>the</strong> U.K. Filmed in May<br />
2011 ,<strong>the</strong>se focused on <strong>the</strong> Napa Valley and <strong>the</strong> nor<strong>the</strong>rn part of <strong>the</strong> Central<br />
Coast (Half Moon Bay and Big Sur). The series airs to more than 1 billion people<br />
worldwide in 169 countries in 21 languages and on 11 airlines. Each episode airs<br />
at least 30 times.<br />
Target Audience<br />
Mass-market U.K. consumers with a slant towards <strong>the</strong> three target<br />
demographics.<br />
Objectives & Reach<br />
The objectives of <strong>the</strong> strategy:<br />
• To gain quality prime-time TV coverage in <strong>the</strong> U.K.<br />
• To highlight <strong>the</strong> diversity of <strong>California</strong> through a number of programs<br />
and approaches.<br />
• To generate traffic to .co.uk from channel Web sites.<br />
• To provide opportunities to <strong>the</strong> travel trade through on-screen and<br />
Web site calls to action.<br />
• To highlight core communication pillars and support active<br />
campaigns.
• To raise awareness of a variety of destinations and associated<br />
activities.<br />
• To provide opportunities for accommodation partners to gain<br />
significant exposure.<br />
Results & Accomplishments<br />
Total broadcast coverage between January and March 2012:<br />
• Total air time: 156 minutes<br />
• Combined audience: 5 million (U.K. alone)<br />
• Web site unique users: Over 1 million<br />
• Total AVE: $690,000<br />
• Total PR Value: $2,070,000<br />
• ROI: $170<br />
Program Contact<br />
Leona Reed<br />
Senior Director International Marketing<br />
916.319.5434<br />
lreed@visitcalifornia.com
Flight Centre – U.K. trade<br />
campaign<br />
March 2012<br />
Program Description<br />
Flight Centre is one of <strong>the</strong> world’s largest and most successful independent<br />
travel retailers, with more than 2,000 leisure, corporate and wholesale<br />
businesses in 11 countries. The USA is <strong>the</strong> biggest single-country destination<br />
market for Flight Centre UK, with <strong>California</strong> representing 23 percent of <strong>the</strong><br />
USA ticket numbers.<br />
This year, Flight Centre has sent nearly 72,000 passengers to <strong>the</strong> USA – and<br />
almost 17,000 to <strong>California</strong>. For <strong>the</strong> U.S., this is a 43 percent increase on last<br />
year while <strong>the</strong> <strong>California</strong> has seen a 50 percent increase year over year in<br />
passenger numbers.<br />
The campaign was initiated as a way to capitalize on Flight Centre’s successful<br />
business results and <strong>the</strong> launch of <strong>the</strong> Infinity USA brand to bring incremental<br />
travel to <strong>California</strong> in March 2012.<br />
Flash Sale<br />
Flash Sale is a very successful Flight Centre concept, and it teases <strong>the</strong><br />
destination flash sale through multiple channels with sales staff fully trained on<br />
<strong>the</strong> destination. The goal was to sell 100 flights to <strong>California</strong> for £1 (compared<br />
to around £375, which is <strong>the</strong> cost of taxes and fees) which generates a huge<br />
amount of media coverage. Not only did <strong>the</strong> 100 seats sell very quickly – it was<br />
<strong>the</strong> most successful flash sale to date – but additional seats were sold as a<br />
result of <strong>the</strong> hype. The fare was structured to include a 10-day car rental, so<br />
people who bought seats were encouraged to purchase accommodations and<br />
make it a “fly and drive”<br />
holiday.<br />
Ways we promoted <strong>the</strong><br />
flash sales included:<br />
Online marketing:<br />
• Cheapflights, 1.2<br />
million
• Dealchecker, 800,000<br />
• Consultant portfolio, 100,000 customers<br />
• Dedicated flash sale page on Flight Centre Web site<br />
• Dedicated e-newsletter sent to Flight Centre database<br />
Offline marketing:<br />
• Press – Metro on Wednesday<br />
• Press – Evening Standard<br />
• Window Board<br />
Campaign page:<br />
Home page banner on Flight Centre Web site; campaign page showcasing<br />
<strong>California</strong> products, visuals and editorial; left-hand side (two days) linking to<br />
campaign page.<br />
Online campaign elements:<br />
<strong>California</strong> microsite:<br />
• Landing page featuring destination information.<br />
• Pages dedicated to <strong>the</strong>med packages, including food and wine<br />
(culinary), entertainment, adventure/outdoors, beach culture and family.<br />
• Traffic driven through banner advertising on Flight Centre Web site,<br />
including home page presence as part of rotating banners.<br />
Flight Centre E-newsletter:<br />
• 200,000 subscribers<br />
Facebook contest:<br />
• More than 6,000 followers and rapidly growing. It supported <strong>the</strong><br />
<strong>California</strong> campaign through targeted messaging and competitions –<br />
drove 40 percent of <strong>the</strong> traffic to <strong>the</strong> microsite.<br />
Infinity Holidays “Hot Deals” flier:<br />
• Distributed both through email and print to all Flight Centre consultants.<br />
They are used as a sales tool and to communicate Flight Centre deals.<br />
Infinity Intranet:
• <strong>California</strong> banner on Infinity intranet driving traffic to <strong>the</strong> microsite.<br />
Infinity online booking system welcome page:<br />
• Flight Centre consultants ei<strong>the</strong>r make <strong>the</strong>ir <strong>California</strong> land bookings on<br />
<strong>the</strong> Infinity online system or through <strong>the</strong> Infinity sales team. The<br />
welcome page on <strong>the</strong> Infinity online system was dedicated to <strong>California</strong><br />
and <strong>the</strong> online training program. Infinity’s consultant’s email signatures<br />
were replaced with <strong>the</strong> <strong>California</strong> logo, along with <strong>the</strong> campaign details<br />
and details of <strong>the</strong> incentive.<br />
Offline Marketing Activity:<br />
In-store point of sale:<br />
• Client-facing window board panel.<br />
Training Activity:<br />
• Consultant training and incentive. Visit <strong>California</strong> roadshow with inmarket<br />
partners – promoting <strong>California</strong> to 80-plus agents through<br />
training.<br />
Target Audience<br />
Both consumers and trade. Flight Centre’s extensive sales team network was<br />
targeted, and <strong>the</strong> ultimate call to action was promoted through consumer<br />
promotion channels.<br />
Objectives & Reach<br />
The objective was to increase passenger numbers and room nights to<br />
<strong>California</strong> with Flight Centre by 40 percent year over year during <strong>the</strong><br />
campaign period. Results are to be determined and will be released soon.<br />
In addition, <strong>the</strong> goal was to educate Flight Centre agents on <strong>the</strong> abundance<br />
and diversity <strong>California</strong> has to offer and to encourage <strong>the</strong>m to book ground<br />
products in addition to flights.<br />
Also, Flight Centre has extensive consumer reach, and <strong>the</strong> campaign made it<br />
possible to raise awareness of <strong>California</strong>’s variety of experiences and key<br />
product offerings.<br />
We also engaged with local tourism partners (Universal Studios, SeaWorld,<br />
Hyatt, etc) by allowing <strong>the</strong>m <strong>the</strong> opportunity to buy in to <strong>the</strong> campaign and to<br />
promote <strong>the</strong>ir own messages to <strong>California</strong> through custom offers and training<br />
opportunities.
Results & Accomplishments<br />
Full results are pending.<br />
Program Contacts<br />
Leona Reed<br />
Senior Director, International Marketing<br />
916.314.5434<br />
lreed@visitcalifornia.com
TOG24 and Visit <strong>California</strong><br />
<strong>California</strong> Snow Winter Promotion<br />
September 2011 – March 2012<br />
Program Description<br />
TOG24 is a privately owned outdoor sports retailer with 55 stores nationwide that<br />
offers access to <strong>the</strong> mid-upper end of <strong>the</strong> U.K. skier target market and outdoor<br />
sports enthusiasts. With 165,000 web impressions per month during winter to<br />
www.TOG24.com, TOG24 was an ideal partner for Visit <strong>California</strong> to team with on<br />
a <strong>California</strong> snow promotion.<br />
The promotion involved a holiday sweepstakes advertised on in-store wall posters,<br />
transaction-point displays and transaction-point fliers. The online component<br />
included a home page traffic driver on www.tog24.com, a competition splash<br />
page, entry form, terms and conditions with links to <strong>the</strong> Visit <strong>California</strong> Web site.<br />
Fur<strong>the</strong>r coverage was provided in TOG24 monthly e-newsletters sent to more than<br />
200,000 subscribers. to <strong>the</strong> sunshine<br />
Activation<br />
• Promotional materials and activity included <strong>California</strong> logo, URL, images,<br />
namecheck, copy and data collection opportunity.<br />
• Use of existing <strong>California</strong> brand advertising (Glen Plake creative) to produce all<br />
in-store collateral and online artworks.<br />
In-store<br />
• Window posters (six per store)<br />
• Point-of-sale / changing room posters (eight<br />
per store)<br />
• Competition entry forms (1,000 per store)
Online<br />
• Home page panel<br />
• Competition splash<br />
page<br />
• Online entry form<br />
and opt-ins<br />
• Terms and<br />
conditions<br />
Direct mail<br />
• Details of <strong>the</strong><br />
holiday<br />
sweepstakes in all<br />
TOG24 eCRM<br />
during this period<br />
• One eNewsletter<br />
per month<br />
• Database of<br />
215,000<br />
Target Audience<br />
• Mid-upper end of winter sports audience<br />
• Skiers in <strong>the</strong> travel consideration set<br />
Objectives & Reach<br />
• To promote <strong>California</strong> snow to <strong>the</strong> largest ski retail audience in <strong>the</strong> U.K.<br />
• Collect opt-in data (target audience who would like to receive fur<strong>the</strong>r<br />
information about <strong>California</strong> snow product) for fur<strong>the</strong>r marketing initiatives.<br />
Leverage <strong>the</strong> <strong>California</strong> brand to promote <strong>the</strong> quality of <strong>the</strong> experience<br />
(mountains/snow) in conjunction with an established and trusted outdoor<br />
sports brand in <strong>the</strong> U.K.<br />
Results & Accomplishments<br />
Background:<br />
Despite <strong>the</strong> economic climate, TOG24 continued to see growth through <strong>the</strong> fourth<br />
quarter of 2011 thanks to:<br />
• Reputation for quality products<br />
• Value price point<br />
• Strong winter season in Europe –a record number of ski vacation bookings<br />
and <strong>the</strong> best snow in 40 years
In-store:<br />
Foot traffic through stores seeing branded collateral during campaign period –<br />
1,848,000<br />
Direct Mail:<br />
• Six eNewsletters between September 2011 and March 2012<br />
• Number of click-throughs from eNewsletters to Web site – 180,600<br />
• Click-through rate – 18 percent<br />
Online:<br />
• Impressions on Web site during campaign period – 1,000,200<br />
• Overall number of entries to competition (through February 2) – 23,550<br />
• Overall number of opt-ins - 2,670<br />
Program Contact<br />
Leona Reed<br />
Senior Director, International Marketing<br />
916.319.5434<br />
lreed@visitcalifornia.com
PGA and Destination Golf – <strong>California</strong><br />
Golfin’<br />
January 1, 2012 – June 30, 2012.<br />
Program Description<br />
Visit <strong>California</strong> partnered with <strong>the</strong> Professional Golfers Association, featuring <strong>the</strong><br />
management and owners of more than 400 golf clubs in <strong>the</strong> U.K.; Virgin Atlantic<br />
Airways; and Destination Golf to promote <strong>California</strong> Golf to <strong>the</strong> core mass market<br />
of golfers in <strong>the</strong> U.K.<br />
Destination Golf was founded in 1992 and is recognized as <strong>the</strong> leading specialist<br />
golf tour operator to <strong>the</strong> USA from <strong>the</strong> U.K. Destination Golf currently works<br />
closely with Virgin Atlantic Airways and is <strong>the</strong>ir chosen tour operator for all golf<br />
travel opportunities. Virgin Atlantic also is a main sponsor of <strong>the</strong> PGA in <strong>the</strong> U.K.<br />
Brochure:<br />
Destination Golf produced a 12-page<br />
brochure featuring <strong>the</strong> main <strong>California</strong> golf<br />
destinations and products with which <strong>the</strong>y<br />
already contract, including Palm Springs,<br />
San Diego, Monterey, San Francisco,<br />
Sacramento, Napa and <strong>the</strong> Central Coast.<br />
The brochure will be distributed to more<br />
than 400 U.K. golf clubs, and an additional<br />
10,000 copies will be distributed at PGA-<br />
and Virgin Atlantic- sponsored events<br />
throughout 2012. The brochure also will be<br />
used as a fulfillment piece to inquiries<br />
generated through <strong>the</strong> <strong>California</strong> <strong>Tourism</strong><br />
Web site in <strong>the</strong> U.K. (25,000 units will be<br />
distributed throughout 2012).<br />
E-brochure:<br />
An electronic version of <strong>the</strong> brochure will<br />
be mailed to <strong>the</strong> Virgin Atlantic and<br />
Destination Golf database of 68,000 U.K. golfers on a quarterly basis over a sixmonth<br />
period that began January 1, , 2012.<br />
Fam Trips:<br />
Destination Golf and Virgin Atlantic will look to arrange a series of PGA<br />
professional fam trips to educate golf club professionals about <strong>the</strong> product and to
promote travel offers to golf club members. U.K. golf clubs have a strong email<br />
database of members, which <strong>the</strong> club professional has access to and from which<br />
<strong>the</strong>y can promote holiday offers. The first trip was arranged with Palm Springs for<br />
January 23 – 27.<br />
Target Audience<br />
• Influential golf professionals.<br />
• Extensive database of U.K. golfers who play golf regularly and travel abroad for<br />
golf holidays.<br />
Objectives & Reach<br />
• To increase sales, inquiries and awareness of golf in <strong>California</strong>.<br />
• To heighten <strong>the</strong> brand and messaging of <strong>California</strong> to a targeted golf<br />
demographic, using <strong>the</strong> most-respected professionals in <strong>the</strong> golf industry as<br />
ambassadors for <strong>California</strong> golf.<br />
• Motivate PGA professionals to promote and push <strong>California</strong> golf holidays<br />
through more than 400 golf course and golf clubs.<br />
• Create an online presence with <strong>the</strong> PGA to showcase <strong>California</strong> golf and<br />
package deals for golfing in <strong>California</strong>.<br />
Results & Accomplishments<br />
Initial results for this activity are pending.<br />
Performance will be measured based on incremental holidays sold, increase in<br />
inquiries and sales, and an increase in awareness of <strong>the</strong> <strong>California</strong> golf product.<br />
Web site metrics also will be evaluated.<br />
Program Contact<br />
Leona Reed<br />
International Marketing Director, Europe<br />
916.319.5434<br />
lreed@visitcalifornia.com
Japan<br />
It is estimated that <strong>California</strong> received 565,044 visitors<br />
from its second-largest overseas market of Japan in 2011,<br />
and that those travelers spent a collective $1.1 billion. The<br />
average Japanese visitor stays approximately 6.9 nights.<br />
Despite <strong>the</strong> natural disasters that took place in Japan in<br />
March 2011, travel to <strong>California</strong> exceeded projections in<br />
2011. At year’s end, <strong>California</strong> Point of Entry arrivals from<br />
Japan had risen by 3.6 percent compared to 2010, and <strong>the</strong><br />
number of Japanese travelers claiming <strong>California</strong> as <strong>the</strong>ir<br />
first intended address in <strong>the</strong> U.S. had grown by 4.3<br />
percent. Leisure travel from Japan to <strong>California</strong> is<br />
projected to increase by 4.5 percent in 2012 and 4.4<br />
percent in 2013.<br />
Antonette Eckert<br />
Director of Asia<br />
Marketing<br />
Visit <strong>California</strong>
100 Colors in <strong>California</strong><br />
Social Media Promotion – Social<br />
Road Trip<br />
March to April 2012<br />
Program Description<br />
After <strong>the</strong> great success of <strong>the</strong> first<br />
season of <strong>the</strong> 100 Colors in<br />
<strong>California</strong> social media promotion,<br />
Visit <strong>California</strong> Japan launched <strong>the</strong><br />
interactive social media promotion<br />
Social Road Trip – using Facebook,<br />
Twitter and Mixi – on March 5. It<br />
ran through April 4.<br />
The aim was to gain more Twitter followers and Facebook fans to fur<strong>the</strong>r<br />
enhance social media for <strong>the</strong> second digital promotion, as well as to increase<br />
awareness of <strong>California</strong> as an ideal “fly and drive” destination.<br />
In order to bring a wider range of people to <strong>the</strong> Visit <strong>California</strong> site and to <strong>the</strong><br />
100 Colors in <strong>California</strong> and Social Road Trip pages, Visit <strong>California</strong> Japan<br />
carried out a co-op promotion with Ferrari Japan. Ferrari Japan provided its<br />
model Ferrari <strong>California</strong> to use during <strong>the</strong> campaign, which helped generate<br />
high-impact media exposure for <strong>the</strong> <strong>California</strong> “fly and drive” concept.<br />
Visit <strong>California</strong> Japan partnered with Tabi Kobo (one of <strong>the</strong> Japanese major<br />
online travel agents), United Airlines and Hertz rent-a-car to effectively<br />
motivate people to experience “fly and drive” holidays in <strong>California</strong>.<br />
In addition, Visit <strong>California</strong> Japan communicated <strong>the</strong> diversity of <strong>California</strong><br />
through <strong>the</strong> new brand site 100 Colors in <strong>California</strong>. Eighty <strong>California</strong> tourism<br />
attractions were organized onto cards, and 20 new articles were uploaded on<br />
March 5. The promotion consists of building your own virtual <strong>California</strong> tour,<br />
sharing it via social media, and registering for a give-away campaign.<br />
Details of <strong>the</strong> Social Road Trip promotion:<br />
• Phase 1: Advance publicity<br />
o Before <strong>the</strong> teaser period and actual road trip, we gained advance<br />
publicity by placing Facebook ads and issuing press releases. Visit<br />
<strong>California</strong> Japan also secured free publicity in some major<br />
magazines or <strong>the</strong>ir official Web sites, such as 25ans Wedding,<br />
Oceans and Perfect Boat.
• Phase 2: Teaser site<br />
o The teaser site created anticipation. We<br />
used a prize (<strong>California</strong> trip) as an incentive to motivate people to<br />
follow us on Twitter and Facebook.<br />
• Phase 3: The Road Trip<br />
o The special site provided an almost-live report of <strong>the</strong> Golden State<br />
road trip in a Ferrari <strong>California</strong> on social media, and followers were<br />
encouraged to get involved as if <strong>the</strong>y were experiencing it<br />
<strong>the</strong>mselves.<br />
o The road trip timeline contained various posts such as check-ins,<br />
photos, movies and comments.<br />
o It included not only articles on sightseeing spots, but also o<strong>the</strong>r<br />
information such as giveaway of <strong>the</strong> day and travel and driving<br />
tips.<br />
o A game element allowed participants to collect points and icons<br />
by taking action. It was available as a Facebook application, so<br />
participants could share <strong>the</strong>ir score and compete with friends.<br />
• Phase 4: Archive<br />
o The Ferrari <strong>California</strong> road trip report remains available as archived<br />
content.<br />
Target Audience<br />
The primary audience was Visit <strong>California</strong> Japan’s core target segment of<br />
women in <strong>the</strong>ir 20s and 30s who spend large amounts of time online.<br />
Objectives & Reach<br />
• To construct a brand image of <strong>California</strong> as “a place like no o<strong>the</strong>r” by<br />
communicating <strong>the</strong> wealth of tourist resources and its unique attitude.<br />
• To engage visitors’ interest to visit <strong>California</strong> via <strong>the</strong> new microsite that is<br />
designed to communicate <strong>California</strong>’s diversity and unique atmosphere<br />
through “color.”<br />
• To use online media as a way to interact with <strong>the</strong> <strong>California</strong> brand.<br />
• To provide would-be visitors with information that meets <strong>the</strong>ir needs.<br />
• To deepen consumer understanding of <strong>the</strong> <strong>California</strong> brand by<br />
promoting <strong>California</strong> as a “superlative place” – specifically to our primary<br />
target of women in <strong>the</strong>ir 20s and 30s.<br />
Reach for <strong>the</strong> Visit <strong>California</strong> site<br />
including <strong>the</strong> 100 Colors in <strong>California</strong> and Social Road Trip sites<br />
• Unique users increased by 45 percent, and page views went up 28<br />
percent compared to <strong>the</strong> previous month.
Reach: give-away promotion via PC and mobile phone<br />
• The number of entries was smaller than <strong>the</strong> first promotion in November<br />
2011, but this is understandable since <strong>the</strong> requirements to enter were<br />
much higher. (Participants must be older than 20, must have a driver’s<br />
license, must have a social media account, etc.)<br />
• The give-aways of <strong>the</strong> day attracted a relatively good number of people.<br />
Trip to <strong>California</strong>: 1,306<br />
Daily double chance presents: 530
Reach: social media sharing<br />
Increasing social media fans was <strong>the</strong> main target of this promotion.<br />
Results & Accomplishments<br />
• Total number of applicants for <strong>the</strong> give-away campaign via PC, smart<br />
phone and mobile was more than 1,306, and applicants for <strong>the</strong> doublechance<br />
campaign were 530.<br />
• Since its launch, total site traffic has dramatically increased. Unique users<br />
increased by 45 percent and page views rose 28 percent compared to<br />
<strong>the</strong> previous month.<br />
Total unique users: 35,958 (+11,034)<br />
Total page views: 150,117 (+32,668)<br />
• Twitter followers increased dramatically and<br />
reached more than 2,000. We also have<br />
gained more than 700 Facebook fans and<br />
have had interactive communication with<br />
<strong>the</strong>m on <strong>the</strong> Facebook platform.<br />
• We have achieved our original target set for<br />
fiscal 2011-2012.<br />
Program Contact<br />
Antonette Eckert<br />
Director of Asia Marketing<br />
916.319.5405<br />
aeckert@visitcalifornia.com
Japan Public Relations<br />
April 2011<br />
Program Description<br />
To increase <strong>the</strong> impact and awareness of <strong>the</strong> social online campaign<br />
implemented this fiscal year, Visit <strong>California</strong> Japan is integrating <strong>the</strong> campaign<br />
into all PR activities. Taking into account <strong>the</strong> significant impact that TV and<br />
online exposure will generate, Visit <strong>California</strong> Japan has targeted unpaid PR on<br />
nationwide TV and online as a key part of Visit <strong>California</strong> Japan’s 2011 PR plan.<br />
Also magazines are <strong>the</strong> ideal medium for PR in Japan, as many lifestyle/fashion<br />
magazines in Japan generate regular travel features.<br />
Visit <strong>California</strong> Japan also implemented a co-op promotion – integrated with<br />
PR and social media – with Patagonia to leverage brand awareness of<br />
<strong>California</strong> among consumers.<br />
Target Audience<br />
Visit <strong>California</strong> Japan’s core target segment of women in <strong>the</strong>ir 20s and<br />
30s and baby boomers<br />
Objectives & Reach<br />
• To leverage awareness of <strong>the</strong> Social Road Trip to <strong>California</strong> campaign.<br />
• To continue sending out <strong>the</strong> key messages of <strong>California</strong> to a much wider<br />
audience via nationwide network television.<br />
• To increase “likes” on VC Japan’s Facebook and followers on Twitter and<br />
mixi.<br />
• To plan and carry out well-coordinated marketing programs with a<br />
heavy emphasis on integration with online campaigns and social media.<br />
Results & Accomplishments<br />
Visit <strong>California</strong> Japan secured total ad value of $57 million from July 2011<br />
through March 2012.<br />
Publicity in magazines<br />
Secured and arranged a constant flow of media trips and <strong>California</strong> exposure<br />
covering all aspects of <strong>the</strong> state in print media targeting office ladies, baby<br />
boomers and men.
Publicity on TV<br />
• Sekai Fushigi Hakken<br />
(World Mystery Discovery)<br />
One of <strong>the</strong> most popular<br />
weekend quiz variety TV shows on <strong>the</strong> Tokyo Broadcasting System<br />
network, it has been broadcast every Saturday evening for more than 15<br />
years. Exposure featured Mono Lake, Mendocino, <strong>the</strong> Channel Islands,<br />
Monterey, Antelope Valley and Los Angeles. Ad value: $18.6 million.<br />
• Rainbow Color Jean<br />
A live variety show broadcast nationwide<br />
on Kansai Telecasting Corp. network every<br />
Saturday morning. <strong>California</strong> was featured<br />
in one of <strong>the</strong>ir sections called “Around <strong>the</strong><br />
World ☆ Jean.” Miss Jean, a mascot doll,<br />
gives <strong>the</strong> viewer an insider’s guide to <strong>the</strong><br />
cities she visits. Featured were Orange County and San Diego. Ad value:<br />
$1.8 million.<br />
Publicity surrounding <strong>the</strong> Social Road Trip campaign<br />
• Secured extensive exposure surrounding <strong>the</strong> Fly and Drive Social Road<br />
Campaign from announcing <strong>the</strong> launch on major portal sites. More<br />
awareness and increased word-of-mouth impact increased by<br />
conducting a tie-in promotion with one of <strong>the</strong> leading portal sites,<br />
“Escala café” which offers information for working women in <strong>the</strong>ir 20s<br />
and 30s. Approximately 450,000 members are registered on <strong>the</strong> site,<br />
and it currently has 6 million page views per month.<br />
• The campaign announcement coverage was featured on <strong>the</strong>se portal<br />
sites: Mobage / Excite / Woman Excite / Mixi / Livedoor / Goo /<br />
NikoNiko News.
Publicity at Patagonia Shibuya Store and Internet café The TERMINAL<br />
• Conducted <strong>California</strong> Photo Exhibition at Patagonia’s Shibuya store and<br />
The Terminal Internet café.<br />
• Photos used at <strong>the</strong> <strong>California</strong> Photo Exhibition were taken during <strong>the</strong><br />
<strong>California</strong> shooting for TRANSIT magazine. During <strong>the</strong> Photo Exhibition<br />
period – approximately three weeks in March-April – <strong>California</strong> book-inbook<br />
and postcards announcing <strong>the</strong> campaign were distributed to<br />
consumers.<br />
• The <strong>California</strong> Talk Show was April 21 at <strong>the</strong> Patagonia Shibuya store on<br />
with about 80 consumers in attendance to hear from <strong>the</strong> photographer<br />
who took <strong>the</strong> <strong>California</strong> photos.<br />
Program Contact<br />
Antonette Eckert<br />
Director of Asia Marketing<br />
916.319.5405<br />
aeckert@visitcalifornia.com
South Korea<br />
With an estimated 412,000 travelers in 2011, South Korea is<br />
<strong>California</strong>’s seventh-largest overseas visiting market. South<br />
Koreans are large spenders among <strong>the</strong> primary markets at<br />
a total $770 million. On average, Korean travelers to<br />
<strong>California</strong> stay 12.4 days per trip.<br />
On November 17, 2008, South Korea began participation in<br />
<strong>the</strong> Visa Waiver Program. Due to this fact, visitation to <strong>the</strong><br />
U.S. by South Korean travelers is expected to have grown<br />
by 39 percent. <strong>California</strong> stands to benefit more than any<br />
o<strong>the</strong>r state, having already achieved a 36 percent market<br />
share of all South Koreans traveling to <strong>the</strong> U.S.<br />
Antonette Eckert<br />
Director of Asia<br />
Marketing<br />
Visit <strong>California</strong>
CA Road – Mr. Lee Episode<br />
Program Description<br />
To fur<strong>the</strong>r increase <strong>the</strong> awareness of <strong>California</strong> as a leisure travel destination in<br />
<strong>the</strong> Korean market, VC Korea created a special episode for its <strong>California</strong> Road<br />
microsite with <strong>California</strong> <strong>Tourism</strong> Ambassador BH Lee. The web pages were<br />
developed with photos and videos from <strong>the</strong> film and TV actor’s three-day trip<br />
to Napa Valley attractions, including its wineries.<br />
Lee, who’s a wine and food<br />
lover, is most well-known in <strong>the</strong><br />
U.S. for his appearances in <strong>the</strong><br />
Hollywood movie “G.I. Joe” and<br />
<strong>the</strong> upcoming “G.I. Joe 2” –<br />
scheduled to open in June. Lee<br />
is an accomplished film and TV<br />
actor who is a celebrity<br />
throughout Asia. VC Asia<br />
offices organized a pan-Asia<br />
integrated media project for<br />
Lee, and <strong>the</strong> <strong>California</strong> Road<br />
episode was an opportunity to<br />
repurpose photos and video taken during his <strong>California</strong> trip.<br />
VC Korea believed Lee’s travel experiences in <strong>California</strong> would certainly inspire<br />
potential travelers and influence <strong>the</strong>ir decision to select <strong>California</strong> as <strong>the</strong>ir next<br />
travel destination. The <strong>California</strong> Road micro Web site, which is in <strong>the</strong> third<br />
phase of its campaign, targets six Korean market segments: families, office<br />
ladies, romance/honeymoon, luxury, fly and drive, and gourmet.<br />
The BH Lee travel story is titled “Kiss with BH Lee, ‘Shall we have a glass of<br />
nice wine?’” It covers Napa Valley and <strong>the</strong>se subcategories:
• Introduction of Napa Valley wineries, including general information<br />
about Napa.<br />
• BH Lee’s photo gallery with his snapshots and Napa photos.<br />
• Napa Valley map featuring various travel activities.<br />
• Story on <strong>California</strong> wine: “Wine is Science”<br />
• Things to do in Napa.<br />
• A movie clip.<br />
Objectives & Reach<br />
• Raise consumer awareness of <strong>California</strong> in <strong>the</strong> booming mobile<br />
environment.<br />
• Expose Asians to <strong>the</strong> tremendous appeal of <strong>California</strong> as a world-class<br />
leisure destination.<br />
• Motivate Asian general travelers to select <strong>California</strong> as <strong>the</strong>ir next longhaul<br />
destination.<br />
Results & Accomplishments<br />
• VC Korea featured <strong>California</strong>’s wine and food <strong>the</strong>mes in <strong>the</strong> microsite<br />
<strong>California</strong> Road travel story, starring a top celebrity, BH Lee.<br />
• VC Korea made multiple use of BH Lee’s <strong>California</strong> travel story by<br />
developing <strong>the</strong> special edition of <strong>California</strong> Road at a cost of less than<br />
$8,000.<br />
• With <strong>the</strong> BH Lee story launch, Web site traffic surged to 4,279 in <strong>the</strong><br />
week after its launch – without any paid advertising.<br />
Program Contact<br />
Antonette Eckert<br />
Director of Asia Marketing<br />
916.319.5405<br />
aeckert@visitcalifornia.com
<strong>California</strong> Homeshopping Project<br />
March-April 2012<br />
Program Description<br />
Visit <strong>California</strong> in Korea uses TV<br />
“homeshopping” to increase <strong>the</strong> visibility<br />
of <strong>the</strong> <strong>California</strong> brand, to launch<br />
<strong>California</strong> tour packages, and to generate<br />
sales by working with important airlines<br />
and travel trade partners. In Korea, TV<br />
homeshopping is a popular and unique<br />
PR and sales tool that reaches millions of<br />
viewers on four dedicated cable channels:<br />
Lotte TV, GS TV, CJ TV, and NS TV.<br />
With <strong>the</strong> airlines and travel agents in Korea reporting slower bookings to <strong>the</strong><br />
U.S. in <strong>the</strong> first quarter of 2012, VC Korea decided to use TV homeshopping to<br />
help raise <strong>the</strong> visibility of <strong>California</strong>’s abundant and diverse attractions. VC<br />
Korea developed a co-operative program with Singapore Airlines and KRT, a<br />
key travel agent, to showcase a <strong>California</strong> tour package.<br />
.<br />
KRT developed a <strong>California</strong>-named tour<br />
package for <strong>the</strong> TV homeshopping<br />
promotion. Singapore Airlines played a<br />
key role by offering a very competitive<br />
airfare, as well as air seat blocks, so <strong>the</strong><br />
price of <strong>the</strong> tour package was set at<br />
$1,400. The six-night package included<br />
San Francisco, Monterey, Solvang,<br />
Santa Barbara, Los Angeles, Barstow,<br />
Fresno, and Yosemite National Park
In early March, a CJ TV homeshopping crew visited <strong>California</strong> to film a variety<br />
of attractions and hotels. Viewers – all potential <strong>California</strong> visitors – were able<br />
to see most of key spots included in <strong>the</strong> package itinerary. In addition, VC<br />
Korea’s logo, and <strong>the</strong> phrase that “this program is in collaboration with VC<br />
Korea” was included on <strong>the</strong> TV homeshopping.<br />
KRT also featured <strong>the</strong> <strong>California</strong> tour package on its<br />
Web site, and it included <strong>the</strong> VC logo and Web site link.<br />
Objectives & Reach<br />
• Develop <strong>California</strong>-named tour programs by<br />
working with key travel trade partners.<br />
• Generate immediate sales.<br />
• Bring significant TV exposure to <strong>California</strong> travel<br />
and tourism.<br />
• Secure a minimum of $100,000 in co-op ad value<br />
with powerful travel trade partners.<br />
Results & Accomplishments<br />
• VC Korea worked with influential travel trade<br />
partners KRT and Singapore Airlines.<br />
• The number of expected bookings generated is<br />
expected to be 300 packages – <strong>the</strong> equivalent of about<br />
$300,000 in revenue from selling <strong>the</strong> <strong>California</strong> tour<br />
product.<br />
• During <strong>the</strong> one-hour airing on March 25, a total of<br />
782 calls and inquires were received. The tour package sold through <strong>the</strong><br />
end of April on KRT’s Web site.<br />
• The PR value of an hourlong program covering <strong>California</strong> is $100,000.<br />
VC Korea’s budget for <strong>the</strong> TV homeshopping program was $5,000, with<br />
<strong>the</strong> rest of <strong>the</strong> expenses covered by <strong>the</strong> travel trade partners.<br />
Program Contact<br />
Antonette Eckert<br />
Director of Asia Marketing<br />
916.319.5405<br />
aeckert@visitcalifornia.com
Germany<br />
Germany was Visit <strong>California</strong>’s sixth-largest overseas<br />
market in 2011 with an estimated 423,000 visitors. German<br />
travelers stayed an average of 9.4 nights in <strong>the</strong> Golden<br />
State and spent approximately $539 million total.<br />
The trend in increased holiday travel continues. <strong>California</strong><br />
has already shown gains in market share – to 23 percent of<br />
<strong>the</strong> U.S. market – and will continue to increase travel and<br />
brand recognition through a deeper engagement with<br />
German consumers throughout <strong>the</strong> travel lifecycle.<br />
Leona Reed<br />
Senior Director of<br />
International Marketing<br />
Visit <strong>California</strong><br />
Lilly Kimmelshue<br />
Marketing Manager,<br />
Europe & India
ITB Berlin<br />
March 7-11<br />
Program Description<br />
The International <strong>Tourism</strong> Fair (ITB) in Berlin is <strong>the</strong> world’s leading travel trade<br />
show and leading B2B platform for all tourism industry offers.<br />
The <strong>California</strong> stand was located in <strong>the</strong> high-profile Brand USA Pavilion and<br />
included a robust delegation of 20 industry partner organizations. Visit<br />
<strong>California</strong> and its <strong>California</strong> partners hosted appointments with all major tour<br />
operators and two wine receptions featuring wines provided by Sonoma Wine<br />
Country and <strong>the</strong> Napa Valley Destination Council.<br />
The “DREAMLAND” film about inspiring and innovative True <strong>California</strong>ns was<br />
recognized as a top entry in <strong>the</strong> annual Golden City Gate Awards, which are<br />
considered <strong>the</strong> “Academy Awards of <strong>the</strong> Travel <strong>Industry</strong>.” The Documentary<br />
Group and "DREAMLAND" director Mark<br />
Obenhaus won in <strong>the</strong> “Event” category, one<br />
of 15 recognized at <strong>the</strong> show, and edged out<br />
strong entries. Visit <strong>California</strong> is a strong<br />
supporter of <strong>the</strong> "DREAMLAND" project,<br />
which provides a living, breathing snapshot<br />
of what makes <strong>California</strong> so desirable to<br />
travelers from around <strong>the</strong> world. It has<br />
embraced <strong>the</strong> film as a vehicle to promote<br />
<strong>California</strong> worldwide.<br />
Target Audience<br />
• Tour operators<br />
• Carriers<br />
• Hotels<br />
• O<strong>the</strong>r travel suppliers<br />
• Consumers and media<br />
Objectives & Reach
• Increase international visitation to <strong>California</strong> through appointments and<br />
contacts with <strong>the</strong> global travel trade.<br />
• ITB Berlin draws 10,644 exhibiting companies and organizations from<br />
180 countries, as well as 113,006 travel industry visitors and 60,000<br />
consumers.<br />
Results &<br />
Accomplishments<br />
• Largest Visit <strong>California</strong><br />
booth ever at ITB Berlin<br />
included 20 industry<br />
partners.<br />
• Delegation hosted more<br />
than 200 appointments<br />
with major tour operators.<br />
• Edit of <strong>California</strong>-<strong>the</strong>med<br />
“DREAMLAND” film won a<br />
Golden City Gate Award.<br />
• Two wine receptions attracted more than 70 media and trade guests<br />
each day.<br />
• Visit <strong>California</strong> distributed 3,000 German-language visitor guides, 3,000<br />
<strong>California</strong> maps, 500 international visitor’s guides and 500 of <strong>the</strong> official<br />
delegation collateral piece.<br />
Program Contact<br />
Leona Reed<br />
Senior Director, International Marketing<br />
916.319.5434<br />
lreed@visitcalifornia.com
Lufthansa Ambient Media<br />
Campaign<br />
March-April 2012<br />
Program Description<br />
As Germany’s leading airline, Lufthansa carries about 60 million passengers<br />
annually, with daily air service to Los Angeles and San Francisco. It has seen a<br />
30 percent increase in <strong>the</strong> number of passengers to SFO since it added a flight<br />
using an Airbus A380 in May 2011.<br />
We engaged Lufthansa guests throughout <strong>the</strong> travel cycle with detailed<br />
product knowledge and advertising by<br />
reaching out to <strong>the</strong>m when <strong>the</strong>y are<br />
planning <strong>the</strong>ir trips at home, in Lufthansa<br />
airport lounges and on board Lufthansa<br />
aircrafts. We partnered with DERTOUR - -<br />
<strong>the</strong> No. 1 German-U.S. tour operator - - to<br />
showcase <strong>the</strong> beauty and diverse travel<br />
possibilities of <strong>California</strong>, as well as<br />
attractive travel deals.<br />
Due to direct and intensive contact with<br />
passengers, <strong>the</strong> Lufthansa ambient<br />
media campaign has offered a unique<br />
advertising environment and exceptional media opportunities to reach an<br />
attractive audience that matches our main target groups.<br />
Program Overview<br />
Print & Online<br />
• Supplements to <strong>the</strong> Lufthansa exclusive magazine. The magazine is<br />
sent monthly to <strong>the</strong> airline’s frequent fliers. We placed individually cobranded<br />
Visit <strong>California</strong>/DERTOUR fliers prominently on top of <strong>the</strong><br />
magazines as cover ads. We reached <strong>the</strong> exclusive target group<br />
effectively and without waste.
• Advertorials in <strong>the</strong> Lufthansa exclusive magazine and <strong>the</strong> Lufthansa<br />
magazine provided in <strong>the</strong> seat pockets on board all flights. The<br />
magazines cover a broad range of topics: business, travel, lifestyle,<br />
aviation, as well as o<strong>the</strong>r subjects and tips for traveling around <strong>the</strong><br />
world. We reached an exclusive target group through personalized<br />
distribution and a larger - - yet still<br />
desirable - - audience through<br />
Lufthansa aircrafts around <strong>the</strong><br />
world.<br />
• Online extension for raffle. In<br />
some materials, we implemented<br />
<strong>the</strong> game/raffle as entertainment<br />
and an information tool in order to<br />
link to a special raffle landing page<br />
through printed QR Codes.<br />
Airport<br />
• Display of German <strong>California</strong><br />
Vacation Guides at Lufthansa<br />
lounges. Lufthansa lounges offer<br />
its frequent-flier Senators, First<br />
Class customers, Frequent<br />
Travelers and Business Class<br />
travelers an exclusive ambience to<br />
work or relax. We had <strong>the</strong> opportunity to display our high-quality<br />
<strong>California</strong> vacation guides on newspaper stands in <strong>the</strong> Senator and<br />
Business lounges at German airports. DERTOUR additionally provided a<br />
special supplement with <strong>California</strong> travel deals inserted in all 18,000<br />
IVGs.<br />
• Inspirational video at digital steles inside Lufthansa lounges. In <strong>the</strong><br />
exclusive ambience of Lufthansa lounges at German airports, we<br />
presented a 30-second version of our new inspirational <strong>California</strong> video<br />
combined with DERTOUR advertising on digital Lufthansa steles to<br />
Senators, First Class customers, Frequent Travelers and Business Class<br />
travelers<br />
On-board<br />
• Mini-flier on board European Lufthansa flights. Business Class<br />
passengers are served a meal on German domestic, European and<br />
intercontinental flights. A mini-flier (with online extension through QR<br />
code) was personally handed to passengers by <strong>the</strong> cabin crew with <strong>the</strong><br />
meal tray. We used <strong>the</strong> mini-flier to inform, entertain and engage<br />
passengers with a <strong>California</strong> map, key motivators and game/raffle. The
small format invited passengers to take <strong>the</strong> flier with <strong>the</strong>m so that our<br />
information became a small travel companion.<br />
Target Audience<br />
Passengers 2010<br />
Total: 59 million<br />
Europe: 32 million<br />
Germany: 13 million<br />
Reason for travel<br />
55 percent business<br />
45 percent leisure<br />
Age<br />
20-29 years: 17 percent<br />
30-39 years : 26 percent<br />
40-49 years: 27 percent<br />
Gender<br />
Female: 46 percent<br />
Male: 64 percent<br />
Objectives & Reach<br />
• Meet an attractive target group throughout <strong>the</strong> entire Lufthansa travel<br />
chain with a high affinity for travel.<br />
• Ensure high return with maximum exposure.<br />
• Receive undivided attention and sustained contact time through numerous<br />
media along <strong>the</strong> travel chain.<br />
• Use <strong>the</strong> Lufthansa brand image to give <strong>California</strong> first-class placement and<br />
achieve highly effective advertising.<br />
• Tremendously increase business and <strong>the</strong> number of travelers to <strong>California</strong>.<br />
Circulation/Reach<br />
• Supplement Lufthansa exclusive Magazine: 290,000/2.18 million<br />
• Advertorial LH exclusive Magazine: 290,000/2.18 million<br />
• Advertorial LH Magazine: 310,000/2.33 million
• Display of IVGs at LH lounges: 18,000/500,000<br />
• Digital steles: 19/250,000<br />
• Mini-fliers: 200,000/200,000<br />
• Total campaign impressions/reach: 7.64 million<br />
Results & Accomplishments<br />
Final results are not yet available.<br />
Program Contact<br />
Leona Reed<br />
Senior Director International Marketing<br />
916.319.5434<br />
lreed@visitcalifornia.com
Eurest ‘<strong>California</strong> Cuisine’ Canteen<br />
Promotion<br />
January-February 2012<br />
Program Description<br />
Visit <strong>California</strong> launched a restaurant promotion<br />
in all 700 Eurest canteens in Germany to<br />
reinforce <strong>California</strong>’s branding as a leading<br />
culinary travel destination.<br />
Eurest is <strong>the</strong> German brand of <strong>the</strong> Compass<br />
Group, <strong>the</strong> world’s largest food and support<br />
services provider. Eurest chefs developed a<br />
variety of special <strong>California</strong> meals (i.e. ‘‘San<br />
Francisco Bay Salad’’ with focaccia, vegetables,<br />
shrimps and crab) for every day during <strong>the</strong><br />
promotion period.<br />
Visit <strong>California</strong> Germany developed supporting<br />
restaurant collateral materials to showcase<br />
<strong>California</strong> as an exceptional culinary and diverse<br />
travel experience:<br />
• 4,200 teaser posters<br />
• 70,000 teaser postcards<br />
• 4,200 promotion posters<br />
• 210,000 fliers<br />
• 35,000 table displays<br />
The teaser phase ran January 30 - February 6, with <strong>the</strong> actual promotion<br />
running February 7-16.
The team secured CANUSA Touristik as <strong>the</strong> exclusive travel trade partner in<br />
order to set up a very special and unique culinary <strong>California</strong> round trip offered<br />
at an extremely low price. In addition, CANUSA offered discount coupons for<br />
all of <strong>the</strong>ir <strong>California</strong> products booked within a certain time frame. The team<br />
also partnered with Coca-Cola to provide drinking gift glasses for every guest<br />
who bought a <strong>California</strong> meal.<br />
The promotion ended with <strong>the</strong> raffling off of <strong>the</strong> <strong>California</strong> culinary round trip<br />
for two as a grand prize. Additionally, 20 high-end <strong>California</strong> cookbooks were<br />
raffled off by Visit <strong>California</strong> Germany. Through <strong>the</strong> raffle <strong>the</strong>re was ano<strong>the</strong>r<br />
opportunity to capture consumer data to fur<strong>the</strong>r fill our newsletter subscribers’<br />
database.<br />
Target Audience<br />
The promotion ran in Eurest’s two main business<br />
units:<br />
• Business and industry, which delivers food<br />
service and support services to workers.<br />
• Health-care and seniors, which provides<br />
food and support services to health-care<br />
and senior-care locations.<br />
Clients served by Eurest that were reached<br />
through <strong>the</strong> promotion include Deutsche Bank,<br />
Microsoft, L’Oreal, IBM, SAP, Mercedes Benz, VW<br />
and many more.<br />
The target audience was employed people ages 18-65, with an above-average<br />
net household income and a certain affinity towards travel.<br />
Objectives & Reach<br />
This kind of partnership offered us a unique environment to enrich <strong>the</strong><br />
<strong>California</strong> travel brand and to showcase <strong>California</strong> as an exceptional culinary<br />
and diverse travel experience.<br />
Results & Accomplishments<br />
We reached a total of 220,000 Eurest guests per day and a total 2.2 million<br />
during <strong>the</strong> promotion period.
Program Contact<br />
Leona Reed<br />
Senior Director International Marketing<br />
916.319.5434<br />
lreed@visitcalifornia.com
Australia/New Zealand<br />
Australia was <strong>California</strong>’s third-largest inbound overseas<br />
travel market in 2011, with an estimated 562,709 visitors.<br />
Collectively, those visitors from Australia spent<br />
approximately $731 million while visiting <strong>the</strong> state. The<br />
average Australian visitor stays approximately 9.1 nights in<br />
<strong>California</strong>.<br />
In March 2012, <strong>California</strong> was served by 270 non-stop<br />
flights from Australia, with total seat capacity of 100,296.<br />
Combined with a still-strong exchange rate and stable<br />
Australian economy, this strong air lift provides<br />
opportunity for fur<strong>the</strong>r growth. Visit <strong>California</strong>’s April 2012<br />
travel forecast calls for 7.2 percent growth in Australian<br />
leisure travel to <strong>California</strong> in 2012 and an additional 6.5<br />
percent growth in 2013.<br />
Jennifer Jasper Montero<br />
Director of Australia & Latin America Marketing<br />
Visit <strong>California</strong>
Access All Areas – Campaign<br />
Update<br />
January 2012<br />
Program Description<br />
Continuing with its integrated approach to marketing<br />
plans, <strong>the</strong> Visit <strong>California</strong> Australia office recently<br />
launched its Access All Areas Campaign. This quarter<br />
<strong>the</strong> team will continue to evolve <strong>the</strong> “Only in <strong>California</strong>”<br />
positioning by focusing on a truly unique facet of <strong>California</strong> – entertainment<br />
and events heritage. The program highlights how travelers could take part in<br />
such experiences and, most importantly, make <strong>the</strong>m<br />
accessible. For example:<br />
• Purchase tickets to <strong>the</strong> Santa Barbara Film Festival and<br />
rub shoulders with A-List Hollywood actors.<br />
• Did you know you could register and go in a lottery to<br />
get seats in <strong>the</strong> bleachers at <strong>the</strong> Oscars?<br />
• Did you ever want to see an American professional<br />
sporting match (NFL, baseball, basketball)?<br />
• Where do you go to see concerts or festivals and see<br />
you favorite performers while you are on holiday?<br />
By focusing on this component of <strong>California</strong>, <strong>the</strong> aim was to<br />
drive consideration and desire among Australian consumers to travel to <strong>the</strong><br />
state where <strong>the</strong>y can truly immerse <strong>the</strong>mselves in this world of entertainment<br />
and popular culture and, as a result, create impactful experiences that are<br />
uniquely <strong>California</strong>n.<br />
Working once again with media company MCM Media, <strong>the</strong> resulting campaign<br />
was a highly integrated, multi-faceted activation that focused on three core<br />
pillars; awards season, sports and festivals.
PROGRAM FORMAT & CONTENT<br />
The Hoyts Insider (MCM)<br />
• Cinema-based, pre-show<br />
entertainment<br />
• Host: Andrew Gunsberg<br />
• E! news format, brings<br />
<strong>the</strong> latest entertainment<br />
news from <strong>the</strong> U.S.<br />
• 310 Cinema Screens<br />
Content Videos (MCM)<br />
• Content videos hosted<br />
by Andrew Gunsberg<br />
Consumer Promotion<br />
• Give away a trip to<br />
<strong>California</strong><br />
Hot Hits Live From LA<br />
(Radio)<br />
• 90- & 160-second pre-show entertainment<br />
• 3 Hoyts Insider Executions<br />
o Awards Season – Andrew G covers <strong>the</strong> awards<br />
season.<br />
o Sports –High-profile U.S. professional sports. Show<br />
Aussies how to get to <strong>the</strong>se events, and showcase a<br />
celebrity /cinema angle.<br />
o Festivals – Music, movie etc. festivals in <strong>the</strong> state.<br />
• In addition to Hoyts Insider – MCM will create 3 x long-form<br />
videos, hosted by Andrew Gunsberg, and each centered on<br />
our key pillars:<br />
o Awards<br />
o Sports<br />
o Festivals<br />
• Each episode will unearth hints and tips on how to access<br />
events<br />
• MCM Media, Hoyts and <strong>California</strong> tourism will partner to<br />
give away an incredible <strong>California</strong>n getaway – with a choice<br />
of 3 adventures.<br />
• Competition will be communicated via Hoyts & MCM’s vast<br />
media network.<br />
• MCM will create 30-second TVC to be served up online –<br />
featuring Andrew Gunsberg.<br />
Hoyts<br />
• The Hoyts Insider – in-show mentions<br />
• Hoyts Marketing Newspaper listing, web & EDM<br />
• Hoyts Insider Movie Club (500K database)<br />
• Hoyts Cinema Foyer Display Posters<br />
MCM<br />
• MCM Media Radio Network – 220 stations nationwide<br />
• In-show reads<br />
• MCM Media Digital (50+ Partner Sites)<br />
•<br />
Social Media<br />
• MCM, Hoyts & Visit <strong>California</strong> – over 70,000 followers<br />
• Outside Broadcast (total broadcasts & Locations TBC)<br />
• In Program Live Reads – by Andrew Gunsberg<br />
• In program integration – 2 segments<br />
o How You could be here – talking about Aussies<br />
could get to <strong>the</strong>se events in <strong>California</strong> (6 Segments<br />
total)
o In Show segment (6 Segments total)<br />
• Andrew G Live in program reads for Visit<strong>California</strong>.com.au<br />
Digital • 30-second promotion pre-roll featuring Andrew G.<br />
• Media Player – will be populated with long-form videos<br />
created through <strong>the</strong> sponsorship of Hoyts insider and<br />
corresponding with Hot Hits Live From LA.<br />
• Display advertising campaign across multiple entertainment<br />
& travel sites.<br />
Magazines • Capitalizing on awards season coverage,<br />
Visit<strong>California</strong>.com.au to possible sponsor awards-oriented<br />
features in popular women’s magazines.<br />
The campaign duration was three months and will conclude at <strong>the</strong> end of April,<br />
2012<br />
Target Audience<br />
People ages 18 – 39, with a focus on<br />
young professionals.<br />
Objectives & Reach<br />
• Bring to life <strong>the</strong> campaign<br />
thread “ACCESS ALL AREAS.”<br />
<strong>California</strong> is THE entertainment capital of <strong>the</strong> world, replete with both<br />
celebrity events and sporting, entertainment, and activities that Australians<br />
can access and plan <strong>the</strong>ir travel around. Visit <strong>California</strong> is showing you how<br />
you can find yourself in <strong>the</strong> action.<br />
• Provide content that educates Australians on how to access <strong>the</strong>se<br />
events and enhance <strong>the</strong>ir holidays.<br />
• Drive visitation to www.visitcalifornia.com.au – see an increase in traffic<br />
and visitation on <strong>the</strong> site<br />
• MCM Networks Projected Cumulative Reach : 9 Million (estimated)
Results & Accomplishments<br />
A comprehensive reseach project is currently in field. Full campaign<br />
results will be available later in <strong>the</strong> year<br />
Program Contact<br />
Jennifer Jasper Montero<br />
Director, Australian Marketing<br />
916-319-5428<br />
jmontero@visitcalifornia.com
PR Update<br />
January – March 2012<br />
Program Description<br />
To maximize impact, <strong>the</strong> Visit <strong>California</strong> Australia team integrated PR, trade<br />
and consumer marketing efforts around <strong>the</strong> popular <strong>the</strong>me of “Entertainment<br />
and Events.”<br />
The three distinct categories of <strong>the</strong> pillar – awards season, sports and music<br />
and festivals - were used in traditional PR activities that ranged from tailoring<br />
of reactive media inquiries to targeted media outreach, <strong>the</strong>med Facebook<br />
posts and press releases.<br />
A number of key activities relevant to each category were also employed to<br />
reinforce campaign messaging.<br />
Awards season – print advertorial<br />
Tactical consumer advertorials were<br />
placed in awards-related top-tier<br />
entertainment publications, including<br />
Famous, WHO and New Idea<br />
magazines.<br />
Advertorials were developed to<br />
promote <strong>the</strong> entire range of awards<br />
season events and extend <strong>the</strong><br />
perception of <strong>the</strong> season to include<br />
lead-up events such as The Palm<br />
Springs International Film Festival and<br />
<strong>the</strong> Santa Barbara International Film<br />
Festival.<br />
In addition, leveraging key relationships<br />
with magazine partners resulted in<br />
additional brand advertising<br />
placements in <strong>the</strong> same issues, with<br />
more story placements revealing <strong>the</strong><br />
favorite <strong>California</strong> locations of celebrities.
Media fams<br />
Two group media fams were staged to tie in with <strong>the</strong> second and third<br />
campaign categories of sport and music and festivals.<br />
Sports group media fam<br />
This fam included a mix of six Australian and New Zealand media from APNZ,<br />
Fairfax NZ, Fairfax Australia, Inside Sport, Sky News, and NZ’s “The Crowd<br />
Goes Wild.” Two days were spent in San Francisco to tour AT&T Stadium and<br />
to visit <strong>the</strong> HQ of America’s Cup team Oracle, and gain an exclusive interview<br />
opportunity with four-time America’s Cup winner Russell Coutts. One day was<br />
spent in Sacramento to attend an NBA game – Sacramento Kings versus <strong>the</strong><br />
Oklahoma Thunder – with an exclusive interview opportunity with Sacramento<br />
Mayor and former NBA star Kevin Johnson.<br />
Music & festivals media fam<br />
This fam, “Rock On! <strong>California</strong>,” included six Australian journalists from Frankie,<br />
Famous, The Daily Telegraph, The Vine, MAXIM and Rolling Stone. One night<br />
was spent in LA at <strong>the</strong> beginning of <strong>the</strong> fam, with a meet-and-greet with<br />
Culinary Ambassador Michael Moore before <strong>the</strong> group boarded <strong>the</strong> Visit<br />
<strong>California</strong> Tour Bus for weekend two of Coachella in Palm Springs. After two<br />
nights and days of festival fun, <strong>the</strong> group <strong>the</strong>n spent a day in Santa Monica and<br />
also attended <strong>the</strong> opening International Pow Wow party.<br />
Music and festivals social media campaign<br />
As all of <strong>the</strong> outlets participating in <strong>the</strong> music and festivals group media fam<br />
had strong social media fan bases, a competition was staged between<br />
journalists to determine who could create <strong>the</strong> biggest social media buzz<br />
around <strong>the</strong> festival. This was supported with advertising on <strong>the</strong> relevant Web<br />
sites which used Visit <strong>California</strong> – Australia’s Facebook page as <strong>the</strong> call to<br />
action.<br />
Social media management ensured that all of <strong>the</strong> posts/tweets from <strong>the</strong> media<br />
were <strong>the</strong>n shared or retweeted on Visit <strong>California</strong> – Australia’s social media<br />
channels to ensure <strong>the</strong> campaign remained as organic as possible.
Target Audience<br />
The target audience for <strong>the</strong> entire Access All Areas campaign is primarily<br />
young Australian professionals (ages 18-39). Specific audience breakdowns<br />
for each campaign piece are outlined below.<br />
Awards season print advertorial placements<br />
The target audience for <strong>the</strong> print advertorials was primarily females ages 18-39,<br />
<strong>the</strong> target demographic of <strong>the</strong> three<br />
selected consumer titles.<br />
Media fams<br />
Sports<br />
Niche sports media outlets with high<br />
circulations were targeted to participate<br />
in <strong>the</strong> sports-<strong>the</strong>med group media fam.<br />
Music & festivals<br />
Niche music outlets with high circulations,<br />
strong social media presence and core<br />
audiences of young professionals were<br />
targeted to participate in <strong>the</strong> music and<br />
festivals-<strong>the</strong>med group media fam.<br />
Music & festivals<br />
social media campaign<br />
The target audience of our social media<br />
campaign included Visit <strong>California</strong> –<br />
Australia’s Facebook fans as well as <strong>the</strong><br />
social media communities of <strong>the</strong> media<br />
outlets participating in <strong>the</strong> festivals group<br />
media fam.
Objectives & Reach<br />
• Bring to life <strong>the</strong> campaign thread “ACCESS ALL AREAS” – <strong>California</strong> is<br />
THE entertainment capital of <strong>the</strong> world, and Visit <strong>California</strong> is showing how<br />
one can “find yourself here” among <strong>the</strong> action.<br />
• Re-establish <strong>the</strong> cool factor of <strong>the</strong> state – Focus on famous individuals<br />
who are achievers and ideas that are inspirational.<br />
• Content needs to educate Australians on how to access <strong>the</strong>se events<br />
and enhance <strong>the</strong>ir holiday experiences.<br />
• Drive visitation to insider.visitcalifornia.com.au – see an increase in traffic<br />
to <strong>the</strong> site.<br />
• Generate a social media buzz around <strong>California</strong>.<br />
• Increase Facebook likes on Visit <strong>California</strong> – Australia’s page and generate<br />
engagement on <strong>the</strong> page.<br />
AWARDS SEASON PRINT ADVERTORIAL<br />
Famous readership: 302,000<br />
WHO. readership: 577,000<br />
New Idea readership: 1,221,000<br />
SPORTS FAM MEDIA FAM<br />
Fairfax (AUS) readership: 1.5 million<br />
Inside Sport readership: 86,000<br />
Sunday Star Times readership: 542,000<br />
The Crowd Goes Wild viewership: 806,000<br />
APNZ subscribers: 32,000<br />
MUSIC & FESTIVALS MEDIA FAM<br />
The Vine UVs: 385,000<br />
MAXIM readership: 365,000<br />
Rolling Stone readership: 287,000<br />
Frankie readership: 303,000<br />
The Daily Telegraph readership: 542,000<br />
Famous readership: 302,000<br />
MUSIC & FESTIVALS SOCIAL MEDIA CAMPAIGN REACH<br />
TheVine.com.au, Facebook fans: 13,270<br />
Frankie magazine, Facebook fans: 139,000<br />
MAXIM magazine, Facebook fans: 13,270<br />
The Sunday Telegraph, Facebook fans, 1000
FAMOUS! magazine, Facebook fans: 21,000<br />
Rolling Stone, Facebook fans: 2,600<br />
Visit <strong>California</strong>- Australia Facebook fans: 10,865<br />
Results & Accomplishments<br />
Final ROI for all of <strong>the</strong> outlined campaign elements except for <strong>the</strong> Awards<br />
Season Print Advertorials will not be determined until fiscal 2012-13. However,<br />
<strong>the</strong> expected reach of <strong>the</strong> unreported fam trip coverage and social media<br />
campaign will have a significant impact on <strong>the</strong> overall PR ROI for 2011-12. The<br />
value for July 2011-March 2012 is $20.5 million.<br />
Results and accomplishments for <strong>the</strong> Awards Season print advertorials:<br />
WHO magazine<br />
Circulation: 132,163<br />
On sale February 17 (Grammys)<br />
On sale March 2 (Oscars)<br />
Visit <strong>California</strong> opened and closed <strong>the</strong> Oscars editorial coverage with<br />
specifically designed FPC advertorials leading in and out of <strong>the</strong> feature. These<br />
were supported with TPVs appearing in <strong>the</strong> Oscars issue as well as <strong>the</strong><br />
Grammy Awards issue on sale in February.<br />
Total value: $66,023<br />
FAMOUS magazine<br />
Famous created a four- to six-page Oscars editorial feature specifically for<br />
Visit <strong>California</strong> to sponsor, taking readers behind <strong>the</strong> scenes of <strong>the</strong> Oscars<br />
news. Visit <strong>California</strong> had a FPC advertorial leading into section, as well as<br />
branded “Did you know?” fact bubbles running on every page throughout <strong>the</strong><br />
feature (e.g. “Did you know you can rub shoulders with <strong>the</strong> A-list at Santa<br />
Barbara Film Festival before <strong>the</strong>y even get to <strong>the</strong> red carpet? Find out how at<br />
www.visitcalifornia.com.au”.) This was fur<strong>the</strong>r supported with a DPS<br />
advertorial in <strong>the</strong> following issue showcasing different hot spots and<br />
experiences in <strong>California</strong>, as well as Facebook mentions on <strong>the</strong> Famous page<br />
throughout <strong>the</strong> campaign period.<br />
Total value: $202,720<br />
NEW IDEA<br />
Visit <strong>California</strong> had a FPC + 2 x TPVs in <strong>the</strong> Oscars issue as well as a Reviews<br />
For You mention and a <strong>California</strong>-<strong>the</strong>med travel story.
Total value: $60,362<br />
Program Contact<br />
Jennifer Jasper Montero<br />
Director Australian Marketing<br />
916-319-5428<br />
jmontero@visitcalifornia.com
Culinary <strong>California</strong> Campaign –<br />
Research Results<br />
January 2012<br />
Program Description<br />
At <strong>the</strong> completion of <strong>the</strong><br />
Culinary <strong>California</strong><br />
campaign, we began<br />
research – toge<strong>the</strong>r with<br />
media agency M2M – into<br />
<strong>the</strong> effectiveness of our<br />
advertising and<br />
messaging.<br />
The approach was to<br />
recruit two sample<br />
groups of respondents –<br />
those exposed to <strong>the</strong><br />
campaign and those who<br />
weren’t – and fieldwork took place once <strong>the</strong> campaign was complete.<br />
Respondents were required to fulfill <strong>the</strong> same requirements in both samples<br />
with <strong>the</strong> only difference being whe<strong>the</strong>r <strong>the</strong>y had been on <strong>the</strong> various Web sites<br />
where <strong>the</strong> campaign would be active or not active in <strong>the</strong> past six weeks.<br />
Exposure to <strong>the</strong> campaign was determined by cookie data that allows us to<br />
recruit respondents that meet our not exposed/exposed quotas based on<br />
actual behavior ra<strong>the</strong>r than on recall of behavior. This ensures greater<br />
accuracy.
Target Audience<br />
Demographic<br />
• Males and females<br />
• 18 and older<br />
• National audience<br />
• Sourced from online market research survey panel<br />
Criteria<br />
Must next intend on leisure travel (air) in 24 months OR intend on traveling to<br />
<strong>the</strong> U.S. in <strong>the</strong> next two years<br />
Objectives & Reach<br />
Key research objective<br />
Determine effectiveness of <strong>the</strong> Culinary <strong>California</strong> campaign<br />
• Increase intent to travel and travel conversion to <strong>California</strong>.<br />
• Change perceptions of <strong>the</strong> culinary experience in <strong>California</strong>.<br />
• Inform upcoming campaigns with direction on key interests for travelers<br />
when visiting <strong>California</strong>.<br />
• Evaluate impact of viewership of Junior MasterChef show has had on<br />
perceptions of <strong>California</strong>.<br />
Results & Accomplishments<br />
The headline results as compared to our overarching campaign strategy and<br />
architecture:<br />
Awareness<br />
• Fair awareness levels of <strong>the</strong> campaign overall (highest awareness driven by<br />
video).<br />
• Campaign awareness was cost-efficient to achieve.<br />
• Excellent branding of Visit <strong>California</strong> and ads well-liked, enjoyable and<br />
considered relevant.<br />
Interest<br />
• Campaign worked well to improve consideration of <strong>California</strong>.
o 39 percent said <strong>the</strong> campaign changed <strong>the</strong>ir opinion of <strong>California</strong> for<br />
<strong>the</strong> better, primarily driven by learning something new about <strong>the</strong><br />
food.<br />
o Content has worked to portray <strong>California</strong> as a premier food and wine<br />
destination, with 59 percent top 2 box agreement rating.<br />
“I did not realize that food and wine were so big in <strong>California</strong>.”<br />
“I now have more knowledge about <strong>the</strong> food and wine culture and industries in<br />
<strong>California</strong>. It appears to be vibrant, innovative and of excellent quality.”<br />
Desire<br />
• <strong>California</strong> is <strong>the</strong> top U.S. destination, followed by New York and Hawaii.<br />
• However, travel intent has remained unchanged across not exposed and<br />
exposed.<br />
Action<br />
• While actual travel has remained unchanged across not exposed and<br />
exposed, consideration and recommendation of <strong>California</strong> has been<br />
positively impacted.<br />
• Intention to discuss <strong>California</strong> with friends or family has increased by 5<br />
percent. (Not exposed = 24 percent; exposed = 31 percent)<br />
• Research intent of <strong>California</strong> increased 8 percent from not exposed to<br />
exposed (50 percent).<br />
Program Contact<br />
Jennifer Jasper Montero<br />
Director, Australian Marketing<br />
916-319-5428<br />
jmontero@visitcalifornia.com
Canada<br />
With its close proximity to <strong>California</strong>, Canada remains <strong>the</strong><br />
second-largest international market of origin for <strong>the</strong> state.<br />
<strong>California</strong> offers key attributes that remain important for<br />
<strong>the</strong> Canadian traveler, such as solid airlift and reasonable<br />
airfares, increasing/new capacity to various cities, variety<br />
of cultural offerings, cosmopolitan cities, wine and food<br />
experiences, and favorable wea<strong>the</strong>r.<br />
<strong>California</strong> received an estimated 1.5 million Canadian<br />
visitors in 2011, who spent a total $1.6 billion. The average<br />
Canadian visitor spends an average 9.4 nights in <strong>California</strong>.<br />
Traci Ward Jennifer Sweeney<br />
Director of Domestic Marketing Public Relations Manager<br />
Visit <strong>California</strong>
Canada Media Relations<br />
January through April 2012<br />
Program Description<br />
Visit <strong>California</strong> retains Development Counsellors International to manage PR<br />
outreach in Canada, which includes both proactive and reactive media<br />
relations. DCI serves as an in-market resource to travel and tourism, trade and<br />
business media in Eastern Canada, and subcontracts with Spectacular Ink in<br />
Western Canada. The contract also includes distribution of press releases,<br />
securing media desk-side meetings in <strong>the</strong> market and securing media<br />
participation on press trips to <strong>California</strong>.<br />
Target Audience<br />
Canadian consumer, lifestyle and trade media (print, broadcast and Internet).<br />
Objectives & Reach<br />
Visit <strong>California</strong>’s objectives in Canada are to profile <strong>California</strong>’s new and<br />
exciting attractions and to feature <strong>the</strong> “less-discovered” treasures; highlight<br />
destinations, city developments and wine and food trends; and target an array<br />
of media interested in varying topics including travel, fashion, architecture,<br />
wine and food, and lifestyle.<br />
Results & Accomplishments<br />
Advertising equivalency from February 1, 2012 through April 25, 2012 resulted<br />
in $477,128 (ROI of 8.8 to 1), with 10,139,973 impressions. Placements included<br />
Up! Magazine, Jetsetter.com, Edmonton Journal, AOL Canada and several<br />
features in The Globe and Mail.
Program Contact<br />
Jennifer Sweeney<br />
Public Relations Manager<br />
916.233.0255<br />
jsweeney@visitcalifornia.com<br />
<strong>California</strong> <strong>Tourism</strong> received major<br />
coverage in <strong>the</strong> following media outlets.
Mexico<br />
Mexico is a leading player in <strong>the</strong> international economy,<br />
ranking as <strong>the</strong> 13-largest world exporter and <strong>the</strong> thirdlargest<br />
trading partner of <strong>the</strong> U.S. Trade between Mexico<br />
and <strong>California</strong> alone generates nearly $160 billion annually<br />
and provides employment for more than 200,000<br />
<strong>California</strong>ns.<br />
Mexico is <strong>the</strong> leading source of international travel to<br />
<strong>California</strong>, with an estimated 6.4 million visitors in 2011. Air<br />
travel from Mexico was up a remarkable 29 percent in 2011<br />
to 484,090. Visitors arriving by air spent an estimated<br />
$796 million. The average Mexican air traveler to <strong>the</strong> state<br />
stays 7.2 nights per visit.<br />
Jennifer Jasper Montero<br />
Director of Australia & Latin America Marketing<br />
Visit <strong>California</strong>
Upcoming Programs<br />
May-June 2012<br />
Program Description<br />
Broadcast Fam<br />
Once TV, a Mexican educational TV network, filmed in early May in Los<br />
Angeles, Santa Monica and Palm Springs for its “D’Todo” lifestyle and<br />
entertainment show.<br />
The program shot video May 6-10 for two 30-minute broadcasts and for 30<br />
minutes of programming on its Web site.<br />
The broadcast programs<br />
will air between June and<br />
September in Mexico and<br />
in o<strong>the</strong>r Latin America<br />
cities.<br />
The expected advertising<br />
value is $670,000.
Celebrity Spokesperson<br />
Jackie Bracamontes, <strong>the</strong> Visit <strong>California</strong><br />
celebrity spokesperson for Mexico, will be in<br />
<strong>California</strong> during May 21-24 for video and<br />
photo shoots. The content will be used in<br />
promotions targeting consumer and trade<br />
audiences in Mexico.<br />
Bracamontes, an actress, TV personality and<br />
model, will travel to Los Angeles, San Francisco<br />
and surrounding areas. The promotional<br />
campaign will launch in July in Mexico.<br />
Product Manager Trade Fam<br />
As a follow-up to <strong>the</strong> successful <strong>California</strong><br />
Mexico Advisory Committee Meeting (CMAC)<br />
in February, key product managers<br />
representing CMAC tour operators will travel to <strong>California</strong> June 3-7.<br />
The goal is to help <strong>the</strong>m develop new itineraries and expand destination<br />
awareness for <strong>the</strong>ir clients. The fam will visit San Francisco, Sonoma and Napa.<br />
Program Contact<br />
Jennifer Jasper Montero<br />
Director, Latin America Marketing<br />
916.319.5428<br />
jmontero@visitcalifornia.com
China<br />
<strong>California</strong> is <strong>the</strong> leading U.S. travel destination for this<br />
market, with an estimated 533,000 visitors to <strong>the</strong> state in<br />
2011. Chinese travelers also are among <strong>the</strong> top spenders in<br />
<strong>the</strong> primary and secondary markets, with an economic<br />
impact of more than $1.5 billion. The typical Chinese visitor<br />
to <strong>California</strong> spends, on average, 17.8 nights in <strong>the</strong> state.<br />
<strong>California</strong> has a 49 percent market share of Chinese<br />
visitors traveling to <strong>the</strong> U.S., and with <strong>the</strong> recent awarding<br />
of <strong>the</strong> in-country representative contract to AVIAREPS<br />
Marketing Garden - - a well-established and high-profile<br />
marketing firm in China - - <strong>California</strong> will continue to stay<br />
top of mind as <strong>the</strong> premier travel destination in <strong>the</strong> United<br />
States.<br />
Antonette Eckert<br />
Director of Asia<br />
Marketing<br />
Visit <strong>California</strong>
China Ready – Receptive Training<br />
May 2012<br />
Program Description<br />
<strong>California</strong> is <strong>the</strong> top U.S. destination for Chinese visitors, and <strong>the</strong> improving<br />
visa application process and increase in air service to <strong>the</strong> Golden State makes<br />
<strong>California</strong> even more accessible to Chinese travelers. Directed by <strong>the</strong><br />
International Market Development Symposium, Visit <strong>California</strong> launched <strong>the</strong><br />
“China Ready” initiative in 2012.<br />
China Ready is a threepronged<br />
educational<br />
platform devised to<br />
prepare <strong>the</strong> state’s<br />
tourism industry to<br />
better serve Chinese<br />
travelers, establish a<br />
standard level of<br />
service and, ultimately,<br />
retain <strong>California</strong>’s<br />
competitive edge.<br />
Through <strong>the</strong> China<br />
Ready initiative, Visit<br />
<strong>California</strong> will provide<br />
educational tools and resources to help support <strong>the</strong> state’s tourism industry as<br />
<strong>the</strong>y welcome increasing numbers of Chinese travelers – whe<strong>the</strong>r <strong>the</strong>y are<br />
already in <strong>the</strong> market or are interested but not sure how to get started.<br />
Visit <strong>California</strong> will work with travel trade in China to build a corps of<br />
“<strong>California</strong> Experts” who are familiar with <strong>the</strong> state’s diversity and abundance,<br />
from <strong>the</strong> well-known icons to <strong>the</strong> off-<strong>the</strong>-beaten path experiences.<br />
Visit <strong>California</strong> also will work with receptives and tour guides in <strong>California</strong> to<br />
ensure <strong>the</strong> Chinese travel trade are working with <strong>the</strong> most knowledgeable and<br />
reliable resources.
China Ready is promoted as 阳光加州 热情好客 which translates as “Sunny<br />
<strong>California</strong>, Warm Hospitality.” The receptive training is <strong>the</strong> first part of <strong>the</strong><br />
program to be launched.<br />
Target Audience<br />
<strong>California</strong> Receptive Audience<br />
• High-volume <strong>California</strong> receptives focusing on <strong>the</strong> China market<br />
• Tour guides who lead Chinese group tours within <strong>California</strong><br />
• Receptives and guides operating out of <strong>the</strong> L.A. and San Francisco<br />
gateways<br />
Objectives & Reach<br />
<strong>California</strong> Receptive Training Objectives<br />
• Provide educational training to CA Receptives and Tour Guides who<br />
focus on <strong>the</strong> China market to fur<strong>the</strong>r <strong>the</strong>ir knowledge of <strong>California</strong>.<br />
• Qualify receptives and<br />
guides as “<strong>California</strong><br />
Experts” through Visit<br />
<strong>California</strong>’s Online<br />
Training Program (OTP).<br />
• Provide a list of<br />
recommended <strong>California</strong><br />
Experts who have<br />
completed <strong>the</strong> OTP to <strong>the</strong><br />
Chinese travel trade.
• Provide networking opportunities for receptive and guides to meet<br />
directly with <strong>California</strong> industry and visiting Chinese travel trade to<br />
foster mutually beneficial business opportunities.<br />
Results & Accomplishments<br />
Two receptive training sessions were held in L.A. and San Francisco. The<br />
training was conducted in Mandarin by Derek Yang, travel trade director in <strong>the</strong><br />
Shanghai office. Both events were held at Hilton Hotels, which promote <strong>the</strong><br />
Hilton Huangying (Hilton Welcome) program for <strong>the</strong> Chinese visitors.<br />
City Date Goal Actual<br />
Los Angeles Wed, May 2 35-40 attendees 90 attendees<br />
San Francisco Thurs, May 3 20-25 attendees 31 attendees<br />
A satisfaction survey will be sent to those who attended. Feedback from<br />
those attending was positive. <strong>Industry</strong> attendees included:<br />
• Universal Studios Hollywood, Patricia Niscior and Wenchen Gu<br />
• Macy’s, Brian Chuan<br />
• San Francisco Travel Association, Helen Tsui<br />
Lucky draw prizes were generously donated by Hilton Hotels, Premium<br />
Outlets, Universal, SF Travel and Macy’s.<br />
A goal of 30 percent OTP completion is expected through September 2012.<br />
Those receptive and guides who complete <strong>the</strong> OTP training will be invited to<br />
join networking opportunities with <strong>the</strong> Chinese travel trade and <strong>California</strong><br />
partners during an October China VIP<br />
FAM.<br />
Program Contact<br />
Antonette Eckert<br />
Director of Asia Marketing<br />
916.319.5405<br />
aeckert@visitcalifornia.com
Secondary/Emerging<br />
Visit <strong>California</strong> has relationships with marketing<br />
representatives in Latin America, Scandinavia, India, Italy<br />
and France. These are considered secondary markets.<br />
Visit <strong>California</strong> carefully monitors market growth. In 2011,<br />
some of <strong>the</strong> largest growth in projected visitation came<br />
from <strong>the</strong>se areas:<br />
• Brazil, 28 percent<br />
• France, 15 percent<br />
• Italy, 11 percent<br />
• Scandinavia, 11 percent<br />
• India, 8 percent<br />
Leona Reed<br />
Senior Director of International<br />
Marketing<br />
Visit <strong>California</strong>
<strong>California</strong>/Air France Training Day<br />
March 15, 2012<br />
Program Description<br />
The aim of <strong>the</strong> day was to bring toge<strong>the</strong>r travel agents from across France to<br />
participate in a one-day series of training modules to assist <strong>the</strong>m in<br />
understanding overall <strong>California</strong> tourism offerings and to provide <strong>the</strong>m with a<br />
small number of focused selling points for each of <strong>the</strong> 12 state regions. Air<br />
France provided seats to Paris from <strong>the</strong> main regional hubs across <strong>the</strong> country,<br />
as well as a training room in its Paris headquarters.<br />
A number of DMOs, lodging partners and attractions decided to participate in<br />
<strong>the</strong> event through buy-in opportunities advertised on Visit <strong>California</strong>’s<br />
Marketing Program Planner. They were afforded 15-minute slots to provide indepth<br />
training on <strong>the</strong>ir products. Host partners Air France and KLM also<br />
provided sales information and training specific to <strong>the</strong>ir and reminders of <strong>the</strong>ir<br />
unique selling points.<br />
The format involved multimedia presentations by Visit <strong>California</strong>’s office in<br />
France and content supplied by supporting partners. The 12-region overview<br />
of <strong>California</strong> included three selling points for each region that agents could<br />
easily remember and use to stimulate interest.<br />
In-depth featured partners<br />
• Kimpton Hotels and Restaurants<br />
• Napa Valley Destination Council<br />
• Palm Spring Desert Resort<br />
Communities<br />
• Los Angeles Convention and<br />
Visitors Bureau<br />
• Post Ranch Inn<br />
• Cavallo Point Resort<br />
• San Francisco Travel<br />
Association<br />
• Santa Barbara Conference and<br />
Visitors Bureau<br />
• Universal Studios Hollywood<br />
• Yosemite/Mariposa County<br />
<strong>Tourism</strong> Bureau<br />
Part of <strong>the</strong> incentive for agents to participate was a prize of airfare and<br />
accommodations for a <strong>California</strong> holiday provided by partners and <strong>the</strong> two<br />
airlines. O<strong>the</strong>r prizes also were supplied by partners.
Target Audience<br />
• French travel agents attending <strong>the</strong> event.<br />
• French travel trade reading about <strong>the</strong> event, both before and after it<br />
occurred.<br />
Objectives & Reach<br />
Specific Trade Objectives<br />
• Provide both specific, detailed training and a broader understanding to<br />
invited French travel agents in three particular areas:<br />
o 12 Regions of <strong>California</strong><br />
o Nine specific “in-depth” areas, attractions and lodgings.<br />
o Two airline partners – Air France and KLM<br />
• Leverage publicity of <strong>the</strong> event via French travel trade media.<br />
• Take <strong>the</strong> opportunity to profile invited participants and analyze data<br />
about who was interested, how <strong>the</strong>y work with <strong>California</strong> currently, what<br />
competitor products are popular, and what <strong>the</strong>y seek to learn by<br />
attending.<br />
• Survey all participants about <strong>the</strong> event and its effectiveness.<br />
• Provide an ongoing web-based resource for participants to refer to and<br />
use for <strong>the</strong>ir own in-house training and ongoing personal development.<br />
Results & Accomplishments<br />
Trade<br />
• 147 pre-event travel agent profiles and research data.<br />
• 90 participants on <strong>the</strong> day.<br />
• 50 responses to <strong>the</strong> post-event questionnaire.<br />
• To <strong>the</strong> question “Overall, how would you rate this training day?” 90<br />
percent of responses were better than seven points out of 10. We have<br />
received enormously positive feedback about <strong>the</strong> event.<br />
Media<br />
• The event was videoed by TourMag, and <strong>the</strong> video has been published in<br />
its online magazine.<br />
Program Contact<br />
Leona Reed
International Marketing Director, Europe<br />
916.319.5434<br />
lreed@visitcalifornia.com
ASSESSMENT<br />
The <strong>California</strong> Travel and <strong>Tourism</strong> Commission, d/b/a Visit<br />
<strong>California</strong>, is a not-for-profit, 501(C)(6) corporation formed<br />
in 1998 to work jointly with <strong>the</strong> State of <strong>California</strong>’s Division<br />
of <strong>Tourism</strong> to implement <strong>the</strong> annual Marketing Plan, which<br />
promotes <strong>California</strong> as a travel destination. While <strong>the</strong>se<br />
two partners (Visit <strong>California</strong> and Division of <strong>Tourism</strong>) are<br />
separate legal entities, <strong>the</strong>y are commonly referred to<br />
jointly as <strong>California</strong> <strong>Tourism</strong>.<br />
The assessment program is administered by <strong>the</strong> Division of<br />
<strong>Tourism</strong>, <strong>Tourism</strong> Assessment Program. The Division of<br />
<strong>Tourism</strong> is housed in <strong>the</strong> <strong>California</strong> Business,<br />
Transportation and Housing Agency and <strong>the</strong> Agency’s<br />
Secretary serves as Chairperson of Visit <strong>California</strong>.<br />
Karin Fish Cris McLucas<br />
Vice President of <strong>Tourism</strong> Assessment<br />
Operations and Manager<br />
<strong>Industry</strong> Relations<br />
Visit <strong>California</strong>
<strong>Tourism</strong> Assessment Program<br />
Program Description<br />
The major funding source of <strong>California</strong>’s tourism marketing budget is derived<br />
directly from Visit <strong>California</strong>’s assessed businesses in <strong>the</strong> travel and tourism<br />
industry. Businesses that are in areas and industry categories that typically<br />
benefit from travel and tourism are assessed $650 for each $1 million in travel<br />
and tourism-derived revenue. For <strong>the</strong> passenger car industry, <strong>the</strong> assessment<br />
rate is 2.85 percent of monthly revenue. Approximately 5,500 businesses<br />
contribute to <strong>the</strong> marketing budget under <strong>the</strong> assessment program. The<br />
sources used for obtaining <strong>the</strong> names of new businesses range from business<br />
lists, promotional publications, on-site identification surveys and internet<br />
listings.<br />
Target Audience<br />
Businesses in <strong>the</strong> accommodations, restaurants and retail, transportation and<br />
travel services, attractions and recreation, and passenger car rental industry<br />
categories<br />
Objectives & Reach<br />
Studies show <strong>the</strong>re is a positive correlation between <strong>the</strong> tourism marketing<br />
budget and market share. When funding for tourism increases, market share<br />
grows. Similarly, when funding decreases, so does <strong>the</strong> market share.<br />
In 1998, Visit <strong>California</strong>’s budget was $7.3 million, and <strong>the</strong> state’s domestic<br />
share of <strong>the</strong> tourism market was 9.7 percent. Since <strong>the</strong> introduction of <strong>the</strong><br />
assessment program, <strong>the</strong> Golden State’s domestic share of <strong>the</strong> tourism market<br />
rose to 11.1 percent in 2009. Thus <strong>the</strong> objective of <strong>the</strong> <strong>Tourism</strong> Assessment<br />
program is to stabilize tourism funding for <strong>the</strong> Golden State. <strong>California</strong> annually<br />
generates more than $102.3 billion in direct travel spending into <strong>the</strong> economy,<br />
supporting 893,000 jobs and generating $6.3 billion in state and local taxes.
Results & Accomplishments<br />
• Assessment Model<br />
In response to <strong>the</strong> industry’s request for guidance, Visit <strong>California</strong> has<br />
developed a model to assist tourism-related businesses with determining<br />
<strong>the</strong> percentage of revenue derived from travelers for a particular business<br />
location. The model standardizes reporting for travel industry sectors<br />
across <strong>the</strong> state in an attempt to provide a fair and equitable procedure for<br />
businesses to rely upon as <strong>the</strong>y support <strong>the</strong> state’s tourism marketing<br />
efforts. The model results are provided as guidelines for determining travel<br />
and tourism-related revenue and are not binding. Businesses may use <strong>the</strong><br />
model data in lieu of, or in conjunction with, o<strong>the</strong>r estimation tools to<br />
compute <strong>the</strong>ir tourism assessment if <strong>the</strong>y do not have o<strong>the</strong>r reliable<br />
revenue tracking methodologies in place.<br />
• <strong>Tourism</strong> Assessment Collection Regulations<br />
Portions of <strong>the</strong> <strong>California</strong> Code of Regulations Sections 5350 et seq. have<br />
been revised to clarify <strong>the</strong> collection, appeal, and enforcement procedures<br />
for non-car rental businesses that fail to complete <strong>the</strong> tourism assessment<br />
form or do not pay <strong>the</strong>ir assessment bill. In addition, section 5358.11 is<br />
added to outline <strong>the</strong> collection and enforcement process for passenger car<br />
rental industry delinquent payments.<br />
• Assessment Collections<br />
Visit <strong>California</strong> has recouped assessment back payments from previous<br />
years, resulting in a more than 22 percent increase in projected revenues<br />
and collections.<br />
Program Contacts:<br />
Karin Fish<br />
Vice President of Operations and<br />
<strong>Industry</strong> Relations<br />
916.319.5437<br />
kfish@visitcalifornia.com<br />
Cris McLucas<br />
<strong>Tourism</strong> Assessment Manager<br />
916.445-6546<br />
cmclucas@tourism.ca.gov
Program Description<br />
OPERATIONS<br />
The Operations team, which oversees Human Resources,<br />
Information Technology, and all o<strong>the</strong>r administrative<br />
functions, did a comprehensive review of Visit <strong>California</strong>’s<br />
operations to minimize costs and streamline procedures.<br />
This program was designed to improve efficiencies, which<br />
in turn helps maximize dollars for Visit <strong>California</strong>’s primary<br />
mission of attracting more visitor spending for <strong>the</strong> wellbeing<br />
of <strong>California</strong>’s economy.<br />
Objectives<br />
• Maintain year-over-year operating overhead ratios and<br />
reduce operating costs where possible.<br />
• Implement a contract review process to ensure<br />
accurate invoice approval and submission by contract<br />
managers.<br />
• Accurately project assessment revenue and optimize<br />
actual collections to reach <strong>the</strong> statutorily mandated<br />
operating program goal of $50 million.<br />
• Seek an unqualified annual audit.<br />
Results & Accomplishments<br />
• Over <strong>the</strong> past three years, Visit <strong>California</strong> reduced its<br />
operations budget by a total of 6 percent. Visit<br />
<strong>California</strong>’s operations budget is now only 9.94<br />
percent of actual fiscal year budget.<br />
Visit <strong>California</strong>
• Planned and executed moving of headquarters to a<br />
more cost-effective location, achieving more than $1<br />
million in savings over <strong>the</strong> next seven years by<br />
securing a new headquarters office lease.<br />
• Developed a contract review and purchase order<br />
policy as well as electronic invoice tracking –<br />
improving cost controls.<br />
• Completed a successful audit with no management<br />
concerns.<br />
• Offset a 20 percent employee medical cost increase<br />
by reducing overhead costs.<br />
• Reduced corporate insurance by 50 percent by<br />
implementing measures such as requiring contractors<br />
to secure <strong>the</strong>ir own general liability insurance.<br />
Karin Fish Mat<strong>the</strong>w Sabbatini<br />
Vice President of Senior Director<br />
Operations and Finance, Human Relations<br />
<strong>Industry</strong> Relations and IT<br />
Visit <strong>California</strong>
PERIODIC BUDGET DISCUSSION & ANALYSIS<br />
Date: Tuesday, May 1, 2012<br />
To: Rusty Gregory, Chief Fiscal Officer, CTTC<br />
cc: Moss Adams, LLP, CPA<br />
CTTC Board of Commissioners<br />
From: Caroline Beteta, President & Chief Executive Officer<br />
Subject: Periodic Budget Discussion & Analysis for Reports as of February 29, 2012<br />
Each year <strong>the</strong> Commission approves an annual budget for marketing and<br />
operational expenses. At each Commission meeting financial statements are<br />
presented to report on <strong>the</strong> status of revenues received and funds spent as<br />
of <strong>the</strong> date of <strong>the</strong> financial statements. Due to <strong>the</strong> unique nature of <strong>the</strong><br />
CTTC and its funding sources, revenues and expenses are budgeted on an<br />
annual basis and adjusted throughout <strong>the</strong> year as deemed appropriate by<br />
<strong>the</strong> Commission. Accordingly, ra<strong>the</strong>r than preparing monthly budgets, <strong>the</strong><br />
Executive Committee has determined that <strong>the</strong> annual budget will be<br />
included on both interim financial statements as well as on <strong>the</strong> year-‐end<br />
financial statements. All statements will reflect <strong>the</strong> percentage of <strong>the</strong><br />
annual budget that has been received or spent on each line item as of <strong>the</strong><br />
statement date.<br />
As of February 29, 2012, 67% of <strong>the</strong> fiscal year had passed.<br />
Enclosed herewith are <strong>the</strong> following reports:<br />
- <strong>California</strong> <strong>Tourism</strong> Budget Report (Cash Basis) as of 02-‐29-‐2012<br />
- CTTC Financial Statements as of 02-‐29-‐2012<br />
These reports are respectfully being presented at <strong>the</strong> request of <strong>the</strong><br />
Commission in formats consistent with <strong>the</strong> legal requirements of <strong>the</strong><br />
program. As requested, <strong>the</strong> CTTC financial statements include comparative<br />
data for <strong>the</strong> prior fiscal year.<br />
This concludes <strong>the</strong> Periodic Budget Discussion and Analysis report and, as<br />
always, we are available to answer any questions you may have.
CALIFORNIA TOURISM BUDGET REPORT FISCAL YEAR 2011-‐2012 CTTC FY 11-‐12 BUDGET<br />
INCREMENTAL FUNDS/CTTC<br />
FUNDS FROM PRIOR YEARS<br />
CTTC INCOME<br />
Rental Car Assessment Income $39,500,000 $39,500,000 $29,585,777 $9,914,223 74.90%<br />
O<strong>the</strong>r <strong>Industry</strong> Assessment Income $10,000,000 $10,000,000 $7,294,059 $2,705,941 72.94%<br />
Refunds and Adjustments $0 $0 ($8,899) $8,899<br />
State Funding $200,000 $200,000 $0 $200,000 0.00%<br />
Interest & Dividend Income $150,000 $150,000 $59,238 $90,762 39.49%<br />
Publication Income and Royalties $150,000 $150,000 $5,378 $144,622 3.59%<br />
Co-‐op Partner Financial Contributions $0 $0 $432,537 ($432,537)<br />
TOTAL CURRENT YEAR INCOME $50,000,000 $50,000,000 $37,368,090 $12,631,910 74.74%<br />
DOMESTIC MARKETING<br />
Brand Advertising<br />
Offline Media $13,785,000 $3,200,000 $16,985,000 $13,585,827 $3,399,173 79.99%<br />
Online Media $1,565,000 $500,000 $2,065,000 $848,283 $1,216,717 41.08%<br />
Production/O<strong>the</strong>r $3,305,000 $3,293,000 $6,598,000 $3,059,232 $3,538,768 46.37%<br />
Research $245,000 $245,000 $43,734 $201,266 17.85%<br />
Total Brand Advertising $18,900,000 $0 $6,993,000 $25,893,000 $17,537,076 $8,355,924 67.73%<br />
Interactive<br />
CO-‐OP/<br />
SPONSORSHIP/<br />
REGISTRATION FUNDS RECEIVED<br />
TOTAL BUDGET FY 11-‐12<br />
<strong>Website</strong> Production (Design & Development) $500,000 $257,000 $757,000 $97,775 $659,225 12.92%<br />
Total Web and Interactive $500,000 $0 $257,000 $757,000 $97,775 $659,225 12.92%<br />
Co-‐op/Promotions<br />
Domestic Advertising Co-‐op $150,000 $17,813 $167,813 $15,029 $152,784 8.96%<br />
Rural $290,000 $290,000 $130,885 $159,115 45.13%<br />
Tour of <strong>California</strong> $350,000 $350,000 $0 $350,000 0.00%<br />
Total Co-‐op/Promotions $790,000 $17,813 $0 $807,813 $145,914 $661,899 18.06%<br />
Publications & Fulfillment<br />
Fulfillment Contractor $225,000 $225,000 $58,053 $166,947 25.80%<br />
Fulfillment Postage $350,000 $350,000 $177,340 $172,660 50.67%<br />
Official State Map $225,000 $225,000 $50 $224,950 0.02%<br />
Total Publications & Fulfillment $800,000 $0 $0 $800,000 $235,443 $564,557 29.43%<br />
Communications<br />
Digital Assets $220,000 $80,000 $300,000 $100,630 $199,370 33.54%<br />
Domestic Press Events $180,000 $12,500 $192,500 $151,177 $41,323 78.53%<br />
<strong>Industry</strong>/Media Newsletters $165,000 $165,000 $90,106 $74,894 54.61%<br />
Media Fams/Visits $75,000 $75,000 $20,442 $54,558 27.26%<br />
Newsclipping Service $20,000 $20,000 $13,286 $6,714 66.43%<br />
PR Agency and Consultants $400,000 $400,000 $227,079 $172,921 56.77%<br />
PR Promotions $160,000 $16,000 $40,000 $216,000 $100,018 $115,982 46.30%<br />
Press Kits $30,000 $29,000 $59,000 $26,396 $32,604 44.74%<br />
Public Affairs $75,000 $65,000 $140,000 $93,352 $46,648 66.68%<br />
Total Communications $1,325,000 $28,500 $214,000 $1,567,500 $822,486 $745,014 52.47%<br />
YTD ACTUAL<br />
BALANCE % USED
CALIFORNIA TOURISM BUDGET REPORT FISCAL YEAR 2011-‐2012 CTTC FY 11-‐12 BUDGET<br />
CO-‐OP/<br />
SPONSORSHIP/<br />
REGISTRATION FUNDS RECEIVED<br />
INCREMENTAL FUNDS/CTTC<br />
FUNDS FROM PRIOR YEARS<br />
TOTAL BUDGET FY 11-‐12<br />
YTD ACTUAL BALANCE % USED<br />
<strong>Industry</strong> Relations<br />
Field Representatives $420,000 $420,000 $144,301 $275,699 34.36%<br />
<strong>Industry</strong> Events $350,000 $6,004 $356,004 $239,235 $116,769 67.20%<br />
<strong>Industry</strong> Outreach $190,000 $190,000 $127,895 $62,105 67.31%<br />
<strong>Industry</strong> Site Development and Maintanence $35,000 $35,000 $0 $35,000 0.00%<br />
Promotional Items $125,000 $630 $125,630 $77,283 $48,347 61.52%<br />
Referendum Campaign $140,000 $140,000 $0 $140,000 0.00%<br />
<strong>Tourism</strong> Development $70,000 $70,000 $32,911 $37,089 47.02%<br />
Total <strong>Industry</strong> Relations $1,330,000 $6,634 $0 $1,336,634 $621,625 $715,009 46.51%<br />
Travel Trade<br />
Domestic Trade Shows/Promotions $30,000 $3,750 $33,750 $49,104 ($15,354) 145.49%<br />
Fam Tours $30,000 $30,000 $9,234 $20,766 30.78%<br />
Total Travel Trade $60,000 $3,750 $0 $63,750 $58,338 $5,412 91.51%<br />
Research<br />
Bulletins and Special Studies $120,000 $120,000 $70,554 $49,446 58.80%<br />
Domestic Market Research $150,000 $150,000 $52,123 $97,877 34.75%<br />
Economic Impact Analysis $130,000 $130,000 $38,000 $92,000 29.23%<br />
Marketing Effectiveness & ROI $100,000 $100,000 $7,000 $93,000 7.00%<br />
Total Research $500,000 $0 $0 $500,000 $167,677 $332,323 33.54%<br />
Welcome Centers<br />
Welcome Centers $30,000 $750 $26,000 $56,750 $32,933 $23,817 58.03%<br />
Total Welcome Centers $30,000 $750 $26,000 $56,750 $32,933 $23,817 58.03%<br />
Depreciation Expense<br />
Web site Development $0 $0 $0 $0 $89,131 ($89,131)<br />
Marketing $0 $0 $11,371 ($11,371)<br />
Infastructure -‐ Web $0 $100,000 $100,000 $19,654 $80,346 19.65%<br />
Total Depreciation Expense $0 $0 $100,000 $100,000 $120,156 ($20,156) 120.16%<br />
SUBTOTAL -‐ DOMESTIC $24,235,000 $57,447 $7,590,000 $31,882,447 $19,839,423 $12,043,024 62.23%<br />
INTERNATIONAL MARKETING<br />
United Kingdom<br />
UK Brand Advertising $3,943,000 $600,000 $4,543,000 $4,396,482 $146,518 96.77%<br />
UK Co-‐op/Promotions $400,000 $400,000 $7,997 $392,003 2.00%<br />
UK Technology $140,000 $140,000 $67,988 $72,012 48.56%<br />
UK Communications $182,000 $182,000 $77,522 $104,478 42.59%<br />
UK Travel Trade $450,000 $110,285 $560,285 $421,870 $138,415 75.30%<br />
UK Research $100,000 $100,000 $20,348 $79,652 20.35%<br />
UK Admin & Overhead $685,000 $685,000 $399,583 $285,417 58.33%<br />
UK Publications/Fulfillment $100,000 $100,000 $26,982 $73,018 26.98%<br />
Total United Kingdom $6,000,000 $110,285 $600,000 $6,710,285 $5,418,772 $1,291,513 80.75%<br />
Japan<br />
Japan Co-‐op/Promotions $100,000 $100,000 $0 $100,000 0.00%<br />
Japan Technology $587,000 $587,000 $287,994 $299,006 49.06%<br />
Japan Communications $140,000 $140,000 $15,812 $124,188 205.71%<br />
Japan Travel Trade $138,000 ($3,500) $134,500 $18,128 $116,372 13.48%<br />
Japan Research $40,000 $40,000 $0 $40,000 0.00%<br />
Japan Admin & Overhead $485,000 $485,000 $202,083 $282,917 41.67%<br />
Japan Publications/Fulfillment $10,000 $10,000 $450 $9,550 4.50%<br />
Total Japan $1,500,000 ($3,500) $0 $1,496,500 $524,467 $972,033 35.05%
CALIFORNIA TOURISM BUDGET REPORT FISCAL YEAR 2011-‐2012 CTTC FY 11-‐12 BUDGET<br />
CO-‐OP/<br />
SPONSORSHIP/<br />
REGISTRATION FUNDS RECEIVED<br />
INCREMENTAL FUNDS/CTTC<br />
FUNDS FROM PRIOR YEARS<br />
TOTAL BUDGET FY 11-‐12<br />
YTD ACTUAL BALANCE % USED<br />
Germany<br />
Germany Co-‐op/Promotions $285,000 $285,000 $85,338 $199,662 29.94%<br />
Germany Technology $145,000 $145,000 $83,206 $61,794 57.38%<br />
Germany Communications $110,000 $110,000 $39,272 $70,728 35.70%<br />
Germany Travel Trade $200,000 $29,446 $229,446 $88,279 $141,167 38.47%<br />
Germany Admin & Overhead $380,000 $380,000 $221,669 $158,331 58.33%<br />
Germany Publications/Fulfillment $30,000 $30,000 ($7,044) $37,044 -‐23.48%<br />
Total Germany $1,150,000 $29,446 $0 $1,179,446 $510,720 $668,726 43.30%<br />
Australia/New Zealand<br />
Australia/NZ Brand Advertising $1,200,000 $500,000 $1,700,000 $823,852 $876,148 48.46%<br />
Australia/NZ Co-‐op/Promotions $345,000 $345,000 $129,137 $215,863 37.43%<br />
Australia/NZ Technology $12,000 $12,000 $11,968 $32 99.73%<br />
Australia/NZ Communications $157,000 $157,000 $54,090 $102,910 34.45%<br />
Australia/NZ Travel Trade $276,000 $30,134 $61,000 $367,134 $200,554 $166,580 54.63%<br />
Australia/NZ Research $35,000 $35,000 $28,149 $6,851 80.43%<br />
Australia/NZ Admin & Overhead $450,000 $450,000 $225,000 $225,000 50.00%<br />
Australia/NZ Publications/Fulfillment $25,000 $25,000 $1,946 $23,054 7.78%<br />
Total Australia/New Zealand $2,500,000 $30,134 $561,000 $3,091,134 $1,474,696 $1,616,438 47.71%<br />
Canada<br />
Canada Brand Advertising $2,110,000 $225,000 $2,335,000 $1,198,131 $1,136,869 51.31%<br />
Canada Co-‐op/Promotions $0 $0 $150,000 ($150,000) #DIV/0!<br />
Canada Technology $40,000 $40,000 $45 $39,955 0.11%<br />
Canada Communications $150,000 $150,000 ($92,696) $242,696 -‐61.80%<br />
Canada Travel Trade $0 $0 $688 ($688) #DIV/0!<br />
Canada Research $0 $0 $35,000 ($35,000) #DIV/0!<br />
Canada Admin & Overhead $0 $0 $0 $0 #DIV/0!<br />
Total Canada $2,300,000 $0 $225,000 $2,525,000 $1,291,168 $1,233,832 51.14%<br />
Mexico<br />
Mexico Brand Advertising $225,000 $225,000 $143,981 $81,019 63.99%<br />
Mexico Co-‐op/Promotions $120,000 $120,000 $0 $120,000 0.00%<br />
Mexico Technology $75,000 $75,000 $0 $75,000 0.00%<br />
Mexico Communications $95,000 $95,000 $1,088 $93,912 1.15%<br />
Mexico Travel Trade $125,000 ($1,650) $123,350 $35,661 $87,689 28.91%<br />
Mexico Research $0 $0 $0 $0<br />
Mexico Admin & Overhead $240,000 $240,000 $100,000 $140,000 41.67%<br />
Mexico Publications/Fulfillment $20,000 $20,000 $7,152 $12,848 35.76%<br />
Total Mexico $900,000 ($1,650) $0 $898,350 $287,882 $610,468 32.05%<br />
So. Korea<br />
So. Korea Co-‐op/Promotions $40,000 $40,000 $63,753 ($23,753) 159.38%<br />
So. Korea Technology $143,000 $143,000 $130,596 $12,404 91.33%<br />
So. Korea Communications $70,000 $70,000 $96,105 ($26,105) 137.29%<br />
So. Korea Travel Trade $190,000 $190,000 $38,884 $151,116 20.47%<br />
So. Korea Admin & Overhead $307,000 $307,000 $153,498 $153,502 50.00%<br />
So. Korea Publications/Fulfillment $50,000 $50,000 $2,024 $47,976 4.05%<br />
Total So. Korea $800,000 $0 $0 $800,000 $484,860 $315,140 60.61%
CALIFORNIA TOURISM BUDGET REPORT FISCAL YEAR 2011-‐2012 CTTC FY 11-‐12 BUDGET<br />
CO-‐OP/<br />
SPONSORSHIP/<br />
REGISTRATION FUNDS RECEIVED<br />
INCREMENTAL FUNDS/CTTC<br />
FUNDS FROM PRIOR YEARS<br />
TOTAL BUDGET FY 11-‐12<br />
YTD ACTUAL BALANCE % USED<br />
China Markets<br />
China Co-‐op/Promotions $0 $0 $0 $0<br />
China Technology $95,000 $95,000 $9,849 $85,151 10.37%<br />
China Communications $44,700 $44,700 $24,664 $20,036 55.18%<br />
China Travel Trade $202,700 $202,700 $119,272 $83,428 58.84%<br />
China Research $0 $0 $0 $0<br />
China Admin & Overhead $312,900 $312,900 $156,482 $156,418 50.01%<br />
China Publications/Fulfillment $44,700 $44,700 $7,008 $37,692 15.68%<br />
Total China Mkts $700,000 $0 $0 $700,000 $317,275 $382,725 45.33%<br />
Secondary/Emerging Markets<br />
S/E Brand Advertising $0 $0 $0 $0<br />
S/E Co-‐op/Promotions $126,000 $126,000 $520 $125,480 0.41%<br />
S/E Technology $77,600 $77,600 $46,437 $31,163 59.84%<br />
S/E Communications $70,900 $70,900 $24,461 $46,439 34.50%<br />
S/E Travel Trade $138,200 $51,326 $500 $190,026 $91,569 $98,457 48.19%<br />
S/E Research $16,000 $16,000 $16,000 $0 100.00%<br />
S/E Admin & Overhead $333,300 $333,300 $179,585 $153,715 53.88%<br />
S/E Publications & Fulfillment $38,000 $38,000 $3,280 $34,720 8.63%<br />
Total Secondary/Emerging Mkts $800,000 $51,326 $500 $851,826 $361,852 $489,974 42.48%<br />
O<strong>the</strong>r International Marketing<br />
Global Project Extension $0 $2,200,000 $2,200,000 $632,333 $1,567,667 28.74%<br />
Global Research Reports $65,000 $80,000 $145,000 $93,962 $51,038 64.80%<br />
International Marketing Development $35,000 $35,000 $2,666 $32,334 7.62%<br />
International Photography and B-‐Roll $40,000 $40,000 $27,545 $12,455 68.86%<br />
International Publications and Fulfillment $50,000 $50,000 $11,083 $38,917 22.17%<br />
International Web site Maintenance $50,000 $50,000 $3,938 $46,062 7.88%<br />
Online Training Maintenance $30,000 $30,000 $0 $30,000 0.00%<br />
POW WOW Booth/Branding $200,000 $200,000 $66,602 $133,398 33.30%<br />
POW WOW Creative/Deliverables $100,000 $100,000 $8,603 $91,397 8.60%<br />
POW WOW Fams/Promotions $90,000 $434 $90,434 $3,825 $86,609 4.23%<br />
POW WOW Sponsorship $300,000 $300,000 $300,000 $0 100.00%<br />
Travel Trade Development $140,000 $100,000 $240,000 $115,941 $124,059 48.31%<br />
Travel Trade Portal Localization $100,000 $100,000 $68,065 $31,935 68.07%<br />
Travel Trade Tools $50,000 $50,000 $1,083 $48,917 2.17%<br />
Total O<strong>the</strong>r Int'l Marketing $1,250,000 $434 $2,380,000 $3,630,434 $1,335,646 $2,294,788 36.79%<br />
SUBTOTAL INT'L MARKETING $17,900,000 $216,475 $3,766,500 $21,882,975 $12,007,338 $9,875,637 54.87%<br />
MARKETING RESERVE $0 $0<br />
TOTAL MARKETING $42,135,000 $273,922 $11,356,500 $53,765,422 $31,846,761 $21,918,661 59.23%
CALIFORNIA TOURISM BUDGET REPORT FISCAL YEAR 2011-‐2012 CTTC FY 11-‐12 BUDGET<br />
CO-‐OP/<br />
SPONSORSHIP/<br />
REGISTRATION FUNDS RECEIVED<br />
INCREMENTAL FUNDS/CTTC<br />
FUNDS FROM PRIOR YEARS<br />
TOTAL BUDGET FY 11-‐12<br />
YTD ACTUAL BALANCE % USED<br />
OPERATIONS<br />
Accounting $65,000 $65,000 $60,661 $4,339 93.32%<br />
Audit $20,000 $20,000 $20,328 ($328) 101.64%<br />
Computers/Office Equip $200,000 $200,000 $142,370 $57,630 71.19%<br />
Database $15,000 $15,000 $0 $15,000 0.00%<br />
Depreciation $100,000 $100,000 $49,861 $50,139 49.86%<br />
General Expense $100,000 $100,000 $68,873 $31,127 68.87%<br />
Insurance $50,000 $50,000 $13,120 $36,880 26.24%<br />
Legal Services $200,000 $200,000 $590,377 ($390,377) 295.19%<br />
Meals and Entertainment $20,000 $20,000 $18,861 $1,139 94.31%<br />
Meetings $100,000 $100,000 ($28,577) $128,577 -‐28.58%<br />
Memberships $5,000 $5,000 $5,185 ($185) 103.70%<br />
Move Expense $50,000 $800 $50,800 $80,625 ($29,825) 158.71%<br />
Office Supplies $45,000 $17 $45,017 $24,151 $20,866 53.65%<br />
Postage and Printing $100,000 $100,000 $74,940 $25,060 74.94%<br />
Rent $350,000 $350,000 $385,171 ($35,171) 110.05%<br />
Salaries and Benefits $3,950,000 $6,638 $3,956,638 $2,427,851 $1,528,787 61.36%<br />
Teleconferences $15,000 $15,000 $7,047 $7,953 46.98%<br />
Telephone $115,000 $115,000 $79,714 $35,286 69.32%<br />
Temporary Employee's $115,000 $115,000 $56,279 $58,721 48.94%<br />
Training $30,000 $30,000 $31 $29,969 0.10%<br />
Travel -‐ Commissioners $20,000 $20,000 $1,054 $18,946 5.27%<br />
Travel -‐ Executive/Staff $375,000 $375,000 $303,987 $71,013 81.06%<br />
Total Operations $6,040,000 $7,455 $0 $6,047,455 $4,381,909 $1,665,546 72.46%<br />
ASSESSMENT ADMIN<br />
Salaries and Benefits $380,000 $380,000 $240,252 $139,748 63.22%<br />
General Expense $400,000 $400,000 $36,320 $363,680 9.08%<br />
Consultant Services $45,000 $45,000 $1,375 $43,625 3.06%<br />
Hardware/Software Purchases & Maintenance $0 $0 $26,347 ($26,347)<br />
Total Assessment $825,000 $0 $0 $825,000 $304,294 $520,706 36.88%<br />
Capitol Budget Adjustments<br />
Capitol Expenditures -‐ Equipment ($100,000) ($100,000) $0 ($100,000) 0.00%<br />
Add Back Depreciation $100,000 $100,000 $0 $100,000<br />
Total Capitol Budget Adjustments $0 $0 $0 $0 $0 $0 0.00%<br />
CTTC OPERATIONS RESERVE $1,000,000 $0 $0 $1,000,000 $0 $1,000,000 0.00%<br />
GAIN/LOSS ON ASSET DISPOSAL $0 $0 $0 $0 $5,133 ($5,133) 0.00%<br />
TOTAL OP/ASSESS/RES $7,865,000 $7,455 $0 $7,872,455 $4,691,336 $3,181,119 59.59%<br />
TOTAL $50,000,000 $281,377 $11,356,500 $61,637,877 $36,538,097 $25,099,780 59.28%
Accountant’s Compilation Report<br />
and Financial Statements with<br />
Supplementary Schedules<br />
Visit <strong>California</strong><br />
For <strong>the</strong> Eight Months Ended<br />
February 29, 2012 and February 28, 2011
CONTENTS<br />
PAGE<br />
ACCOUNTANT’S COMPILATION REPORT 1<br />
FINANCIAL STATEMENTS<br />
Statements of financial position 2<br />
Statements of activities 3<br />
Statements of cash flows 4<br />
SUPPLEMENTARY SCHEDULES<br />
Schedule 1 – Schedule of assets internally designated for reserves 6 – 8<br />
Schedule 2 – Schedule of activities – budget and actual 9<br />
Schedule 3 – Comparative schedule of marketing and program expenses 10 – 12<br />
Schedule 4 – Schedule of marketing and program expenses – budget and actual 13 – 15
To <strong>the</strong> Board of Commissioners<br />
Visit <strong>California</strong><br />
ACCOUNTANT’S COMPILATION REPORT<br />
We have compiled <strong>the</strong> accompanying statements of financial position of Visit <strong>California</strong> (<strong>the</strong> Commission) as<br />
of February 29, 2012 and February 28, 2011 and <strong>the</strong> related statements of activities and cash flows for <strong>the</strong><br />
eight months <strong>the</strong>n ended. We have not audited or reviewed <strong>the</strong> accompanying financial statements and,<br />
accordingly, do not express an opinion or provide any assurance about whe<strong>the</strong>r <strong>the</strong> financial statements are<br />
in accordance with accounting principles generally accepted in <strong>the</strong> United States of America.<br />
Management is responsible for <strong>the</strong> preparation and fair presentation of <strong>the</strong> financial statements in<br />
accordance with <strong>the</strong> accounting principles generally accepted in <strong>the</strong> United States of America and for<br />
designing, implementing, and maintaining internal control relevant to <strong>the</strong> preparation and fair presentation<br />
of <strong>the</strong> financial statements.<br />
Our responsibility is to conduct <strong>the</strong> compilation in accordance with Statements on Standards for Accounting<br />
and Review Services issued by <strong>the</strong> American Institute of Certified Public Accountants. The objective of a<br />
compilation is to assist management in presenting financial information in <strong>the</strong> form of financial statements<br />
without undertaking to obtain or provide any assurance that <strong>the</strong>re are no material modifications that should<br />
be made to <strong>the</strong> financial statements.<br />
Management has elected to omit substantially all of <strong>the</strong> disclosures required by accounting principles<br />
generally accepted in <strong>the</strong> United States. If <strong>the</strong> omitted disclosures were included in <strong>the</strong> financial statements,<br />
<strong>the</strong>y might influence <strong>the</strong> users’ conclusions about <strong>the</strong> Commission’s financial position, changes in net assets,<br />
and cash flows. Accordingly, <strong>the</strong>se financial statements are not designed for those who are not informed<br />
about such matters.<br />
The accompanying supplementary information appearing on pages 6 to 15, except for <strong>the</strong> supplementary<br />
annual budget information appearing on pages 9 and 13 to 15, is presented for purposes of additional<br />
analysis and is not a required part of <strong>the</strong> basic financial statements. The supplementary information has been<br />
compiled from information that is <strong>the</strong> representation of management. We have not audited or reviewed <strong>the</strong><br />
supplementary information and, accordingly, do not express an opinion or provide any assurance on such<br />
supplementary information.<br />
The accompanying supplementary annual budget information appearing on pages 9 and 13 to 15, is<br />
presented for purposes of additional analysis and is not a required part of <strong>the</strong> basic financial statements. We<br />
have not complied or reviewed <strong>the</strong> unaudited supplementary annual budget information, and, accordingly,<br />
do not express an opinion or any form of assurance on it.<br />
We are not independent with respect to <strong>the</strong> Commission.<br />
Sacramento, <strong>California</strong><br />
May 3, 2012
VISIT CALIFORNIA<br />
STATEMENTS OF FINANCIAL POSITION<br />
ASSETS<br />
2/29/12 2/28/11<br />
Current assets:<br />
Petty cash $ 250<br />
$<br />
100<br />
Cash in bank 11,913,634<br />
10,734,943<br />
Cash in bank ‐ <strong>Industry</strong> Promo 110,299<br />
110,299<br />
Cash in bank ‐ Wells Fargo Securities 4,246,734<br />
4,153,171<br />
Investments (Schedule 1) 4,349,028<br />
4,349,028<br />
Receivables 3,837,598 1,497,815<br />
Total current assets<br />
Fixed assets:<br />
24,457,543<br />
20,845,356<br />
Office equipment 661,425 428,553<br />
Infrastructure 241,671 ‐<br />
Software and website 1,180,147<br />
1,180,147<br />
Leasehold improvements 279,207<br />
32,899<br />
Accumulated depreciation (1,488,914)<br />
(1,203,707)<br />
Net fixed assets<br />
O<strong>the</strong>r assets:<br />
873,536<br />
437,892<br />
O<strong>the</strong>r prepaids 117,140<br />
13,514<br />
Deposits 324,964<br />
18,313<br />
Total o<strong>the</strong>r assets 442,104<br />
31,827<br />
TOTAL ASSETS $ 25,773,183<br />
$ 21,315,075<br />
LIABILITIES AND NET ASSETS<br />
Current liabilities:<br />
Accounts payable $ 74,030<br />
$ 135,831<br />
Accrued expenses 4,562,116 5,334,521<br />
Deferred rent 254,797 34,741<br />
Employee flexible spending account 4,024 (850)<br />
401(k) loan payable 618<br />
‐<br />
401(k) employee deferral 6,671<br />
7,771<br />
Total current liabilities<br />
Net assets:<br />
Unrestricted:<br />
4,902,256<br />
5,512,014<br />
Designated board reserve 4,349,028 4,349,028<br />
Unrestricted fund 13,887,310 9,056,536<br />
Current excess 2,634,589 2,397,497<br />
Total net assets 20,870,927<br />
15,803,061<br />
TOTAL LIABILITIES AND NET ASSETS $ 25,773,183<br />
$ 21,315,075<br />
See accountant’s compilation report 2
VISIT CALIFORNIA<br />
STATEMENTS OF ACTIVITIES<br />
For <strong>the</strong> Eight For <strong>the</strong> Eight<br />
Months Ended Months Ended<br />
2/29/12 2/28/11 Variance % Diff<br />
REVENUES:<br />
Rental assessment income $ 31,014,982 $ 31,715,422 $ ( 700,440 )<br />
(2.21%)<br />
O<strong>the</strong>r industry assessment income 7,294,059 6,368,812 925,247<br />
14.53%<br />
Refunds (8,899) (13,711) 4,812<br />
(35.10%)<br />
Interest and dividend income 59,238 43,260 15,978<br />
36.93%<br />
Publication income and royalties 5,378 155,960 (150,582)<br />
(96.55%)<br />
Co‐op partner contributions 807,040 902,213 (95,173)<br />
(10.55%)<br />
TOTAL REVENUES 39,171,798<br />
39,171,956<br />
EXPENDITURES:<br />
Marketing and program expenses (Schedules 3 and 4)<br />
Operating expenses:<br />
31,845,873 32,714,350 (868,477)<br />
Accounting 60,661 33,167 27,494<br />
Audit 20,328 23,162 (2,834)<br />
Computer/office equipment 142,370<br />
158,007 (15,637)<br />
Depreciation expense 49,861 48,781 1,080<br />
General expense 68,873<br />
57,649 11,224<br />
Insurance 13,120 6,576 6,544<br />
Legal services 590,377 386,645 203,732<br />
Meals and entertainment 18,861 4,727 14,134<br />
Meetings (28,577) 47,544 (76,121)<br />
Memberships 5,185 4,884 301<br />
Move expense 76,057 ‐<br />
76,057<br />
Office supplies 24,151 16,932 7,219<br />
Printing and postage 79,508 63,809 15,699<br />
Rent 385,171 187,700 197,471<br />
Salaries and benefits 2,427,851 2,048,885 378,966<br />
Teleconferences 7,047 10,443 (3,396)<br />
Telephone 79,714 74,928 4,786<br />
Temporary staffing 56,279 121,855 (65,576)<br />
Training 31 13,194 (13,163)<br />
Travel ‐ executive/staff 303,987 265,985 38,002<br />
Travel ‐ CTTC commissioners 1,054 12,891 (11,837)<br />
Total operating expenses 4,381,909<br />
3,587,764<br />
See accountant’s compilation report 3<br />
(158)<br />
794,145<br />
Assessment administration:<br />
Personnel services 240,252 324,691 (84,439)<br />
General operating expenses 36,320 84,749 (48,429)<br />
Hardware/software purchase/maintenance 26,347 25,129 1,218<br />
Consultant services 1,375 37,776<br />
(36,401)<br />
Disposal of assets 5,133 ‐<br />
5,133<br />
Total assessment administration expenses 309,427<br />
TOTAL OPERATIONS AND ASSESSMENT EXPENDITURES<br />
472,345<br />
(162,918)<br />
(0.00%)<br />
(2.65%)<br />
82.90%<br />
(12.24%)<br />
(9.90%)<br />
2.21%<br />
19.47%<br />
99.51%<br />
52.69%<br />
299.01%<br />
(160.11%)<br />
6.16%<br />
0.00%<br />
42.64%<br />
24.60%<br />
105.21%<br />
18.50%<br />
(32.52%)<br />
6.39%<br />
(53.81%)<br />
(99.77%)<br />
14.29%<br />
(91.82%)<br />
22.13%<br />
(26.01%)<br />
(57.14%)<br />
4.85%<br />
(96.36%)<br />
0.00%<br />
(34.49%)<br />
4,691,336 4,060,109 631,227 15.55%<br />
CHANGE IN UNRESTRICTED NET ASSETS $ 2,634,589 $ 2,397,497 $ 237,092<br />
9.89%
VISIT CALIFORNIA<br />
STATEMENTS OF CASH FLOWS<br />
FOR THE EIGHT MONTHS ENDED 2/29/12 2/28/11<br />
CASH FLOWS, OPERATIONS<br />
Change in unrestricted net assets<br />
Adjustments to reconcile change in unrestricted net assets<br />
to net cash flow from operating activities:<br />
$ 2,634,589 $ 2,397,497<br />
Depreciation and amortization expense 170,017<br />
252,259<br />
O<strong>the</strong>r receivables (1,780,626)<br />
269,326<br />
O<strong>the</strong>r prepaids 615,880<br />
33,479<br />
Deposits 18,313<br />
‐<br />
Accounts payable and accrued expenses (1,516,864) 1,883,106<br />
Deferred rent 225,103<br />
(7,942)<br />
O<strong>the</strong>r payroll liabilities ‐ FSA 2,475<br />
5,377<br />
401(k) employee deferrals 7,288<br />
(7,463)<br />
NET CASH FLOWS, OPERATIONS 376,175<br />
CASH FLOWS, INVESTING<br />
Purchase certificates of deposit (732,147)<br />
Purchase of fixed assets (491,577)<br />
NET CASH FLOWS, INVESTING ( 1,223,724 )<br />
DECREASE IN CASH AND CASH EQUIVALENTS (847,549)<br />
CASH AND CASH EQUIVALENTS, AS OF JUNE 30 12,924,124<br />
4,825,639<br />
(4,148,195)<br />
(11,724)<br />
(4,159,919)<br />
665,720<br />
10,184,599<br />
CASH AND CASH EQUIVALENTS,<br />
AS OF FEBRUARY 29, 2012 AND FEBRUARY 28, 2012 $ 12,076,575 $ 10,850,319<br />
CASH AND CASH EQUIVALENTS<br />
Petty cash $ 250 $ 100<br />
Cash in bank ‐ Wells Fargo 11,913,634 10,734,944<br />
Cash in bank ‐ <strong>Industry</strong> Promo 110,299<br />
110,299<br />
Cash in bank ‐ Wells Fargo Securities 52,392<br />
4,976<br />
TOTAL CASH AND CASH EQUIVALENTS $ 12,076,575 $<br />
10,850,319<br />
See accountant’s compilation report 4
SUPPLEMENTARY SCHEDULES
VISIT CALIFORNIA<br />
SCHEDULE 1 – SCHEDULE OF ASSETS INTERNALLY DESIGNATED FOR RESERVES<br />
FEBRUARY 29, 2012<br />
CASH AND INVESTMENTS INTERNALLY DESIGNATED<br />
FOR OPERATING RESERVE:<br />
See accountant’s compilation report 6<br />
Cost<br />
Value at<br />
Maturity<br />
Cardinal Bank CD, coupon 1.0%, due June 18, 2012 $ 200,000 $ 200,000<br />
Bank of Jackson Hole CD, coupon 1.0%, due June 25, 2012 100,000<br />
Barclay's Bank CD, coupon 2.35%, due September 10, 2012 128,903<br />
Bank of China CD, coupon 0.75%, due September 10, 2012 225,362<br />
(Designated portion‐operating reserve of securities<br />
purchased for a total of $250,000)<br />
Citibank Natl Assn CD, coupon 0.70%, due September 24, 2012 250,000<br />
First St Cmnty Bk CD, coupon 0.75%, due September 24, 2012 207,000<br />
Merrick Bank CD, coupon 0.65%, due September 24, 2012 30,662<br />
(Designated portion‐operating reserve of securities<br />
purchased for a total of $100,000)<br />
BMW Bk North Amer CD, coupon 1.95%, due May 21, 2013 201,306<br />
Goldman Sachs Bk USA CD, coupon 1.70%, due June 3, 2013 200,000<br />
Discover Bank CD, coupon 0.75%, due July 29, 2013 250,000<br />
Synovus Bank CD, coupon 1.20%, due August 26, 2013 240,005<br />
Heritage Bank Comm CD, coupon 1.05%, due January 31, 2014 250,000<br />
GE Capital Finl Inc CD, coupon 1.25%, due May 16, 2014 59,000<br />
Town Bk CD, coupon 1.50%, due June 7, 2013 200,000<br />
Total cash and investments internally designated<br />
for operating reserve 2,542,238<br />
100,000<br />
128,903<br />
225,362<br />
250,000<br />
207,000<br />
30,662<br />
201,306<br />
200,000<br />
250,000<br />
240,005<br />
250,000<br />
59,000<br />
200,000<br />
2,542,238
VISIT CALIFORNIA<br />
SCHEDULE 1 – SCHEDULE OF ASSETS INTERNALLY DESIGNATED FOR RESERVES (CONTINUED)<br />
FEBRUARY 29, 2012<br />
CASH AND INVESTMENTS INTERNALLY DESIGNATED<br />
FOR MARKETING RESERVE:<br />
See accountant’s compilation report 7<br />
Cost<br />
Merrick Bk CD, coupon 1.25%, due April 20, 2012 150,000<br />
Bank of America CD, coupon 1.3%, due April 23, 2012 130,000<br />
First St Bk & Tr Co CD, coupon 1.3%, due April 23, 2012 150,000<br />
First Coml Bk CD, coupon 1.25%, due April 30, 2012 100,000<br />
Johnson Bank CD, coupon 0.70%, due September 4, 2012 200,000<br />
Bank of China CD, coupon 0.75%, due September 10, 2012 24,638<br />
(Designated portion‐marketing reserve of securities<br />
purchased for a total of $250,000)<br />
Timberwood Bank CD, coupon 1.20%, due July 16, 2013 100,656<br />
Lake Fst Bk & Tr Co CD, coupon 1.40%, due July 22, 2013 201,518<br />
First Priority Bank CD, coupon 0.80%, due August 9, 2013 200,000<br />
1st Source Bank CD, coupon 1.0%, due September 16, 2013 250,000<br />
Franklin Sec Bk CD, coupon 0.95%, due October 15, 2013 250,000<br />
Cardinal Bank CD, coupon 1.0%, due January 21, 2014 49,978<br />
Total cash and investments internally designated<br />
for marketing reserve 1,806,790<br />
Value at<br />
Maturity<br />
150,000<br />
130,000<br />
150,000<br />
100,000<br />
200,000<br />
24,638<br />
100,656<br />
201,518<br />
200,000<br />
250,000<br />
250,000<br />
49,978<br />
1,806,790<br />
Total cash and investments internally designated $ 4,349,028 $<br />
4,349,028
VISIT CALIFORNIA<br />
SCHEDULE 1 – SCHEDULE OF ASSETS INTERNALLY DESIGNATED FOR RESERVES (CONTINUED)<br />
FEBRUARY 29, 2012<br />
UNDESIGNATED CASH AND INVESTMENTS:<br />
Value at<br />
Cost Maturity<br />
Merrick Bank CD, coupon 0.65%, due September 24, 2012<br />
(Undesignated portion of securities purchased<br />
for a total of $100,000)<br />
$ 69,338 $ 69,338<br />
Bank of Northn Mi CD, coupon 1.25%, due September 28, 2012 103,614<br />
103,614<br />
State Bank India CD, coupon 0.90%, due October 1, 2012 116,000<br />
116,000<br />
Barclay's Bk Delaware CD, coupon 2.45%, due October 29, 2012 103,086<br />
103,086<br />
Bank of America NA CD, coupon 1.8%, due March 11, 2013 81,411<br />
81,411<br />
State Bk & Tr Co Dallas CD, coupon 0.8%, due March 11, 2013 245,000<br />
245,000<br />
First Business Bk CD, coupon 1.35%, due June 4, 2013 100,656<br />
100,656<br />
Goldman Sachs Bk USA CD, coupon 1.7%, due June 10, 2013 50,266<br />
50,266<br />
Israel Disc Bk CD, coupon 1.35%, due June 10, 2013 201,306<br />
201,306<br />
Ally Bank CD, coupon 0.70%, due July 29, 2013 100,000<br />
100,000<br />
First Priority Bank CD, coupon 0.80%, due August 9, 2013 29,000<br />
29,000<br />
BMW Bank North Amer CD, coupon 1.6%, due August 13, 2013 50,543<br />
50,543<br />
GE Money Bank CD, coupon 1.55%, due August 13, 2013 76,147<br />
76,147<br />
Plains Capital Bank CD, coupon 1.3%, due August 19, 2013 186,209<br />
186,209<br />
Domestic Bank CD, coupon 1.0%, due August 27, 2013 240,005<br />
240,005<br />
Evergreen Bank Group CD, coupon 0.95%, due August 27, 2013 249,642<br />
249,642<br />
Farm Bur Bk FSB CD, coupon 0.90%, due September 10, 2013 99,005<br />
99,005<br />
Medallion Bank CD, coupon 1.0%, due September 10, 2013 250,000<br />
250,000<br />
Marlin Business Bank CD, coupon 1.0%, due September 23, 2013 250,000<br />
250,000<br />
MetLife Bk Natl Assn CD, coupon 1.25%, due October 21, 2013 250,000<br />
250,000<br />
Safra Natl Bank CD, coupon 1.0%, due January 21, 2014 248,743<br />
248,743<br />
American Exp Cent Bk CD, coupon 1.0%, due January 28, 2014 250,000<br />
250,000<br />
GE Capital Finl Inc CD, coupon 1.05%, due January 29, 2014 170,000<br />
170,000<br />
GE Capital Retail Bk CD, coupon 1.25%, due May 16, 2014 175,000<br />
175,000<br />
United Fidelity Bank CD, coupon 0.70%, due March 28, 2013 250,000<br />
250,000<br />
Tristate Cap Bank CD, coupon 1.1%, due January 21, 2014 249,371<br />
249,371<br />
Wells Fargo Bank Deposit Sweep #4217‐3715 27,442<br />
27,442<br />
Wells Fargo Bank Deposit Sweep #6901‐3743 24,950<br />
24,950<br />
Total undesignated cash and investments $ 4,246,734 $<br />
4,246,734<br />
See accountant’s compilation report 8
VISIT CALIFORNIA<br />
SCHEDULE 2 – SCHEDULE OF ACTIVITIES –<br />
BUDGET AND ACTUAL<br />
FOR THE EIGHT MONTHS ENDED FEBRUARY 29, 2012<br />
Annual<br />
For <strong>the</strong> Eight<br />
Months Ended<br />
Budget 2/29/2012 Balance % Used<br />
REVENUES<br />
Rental assessment income $ 39,500,000 $ 31,014,982 $ 8,485,018 78.52%<br />
O<strong>the</strong>r industry assessment income 10,000,000 7,294,059<br />
2,705,941 72.94%<br />
State funding 200,000<br />
‐<br />
200,000<br />
0.00%<br />
Publication income and royalties 150,000<br />
5,378<br />
144,622<br />
3.59%<br />
Co‐op partner contributions ‐<br />
807,040<br />
(807,040) 0.00%<br />
Interest and dividend income 150,000<br />
59,238<br />
90,762 39.49%<br />
Refunds ‐<br />
(8,899)<br />
8,899<br />
0.00%<br />
Carryover funds 11,537,877<br />
‐ 11,537,877<br />
0.00%<br />
TOTAL REVENUES<br />
EXPENDITURES<br />
Marketing and program expenses<br />
61,537,877 39,171,798 22,366,079 63.65%<br />
(Schedule 3)<br />
Operating expenses:<br />
53,765,422 31,845,873 21,919,549 59.23%<br />
Accounting 65,000<br />
60,661<br />
4,339 93.32%<br />
Audit 20,000<br />
20,328<br />
(328) 101.64%<br />
Computer/office equipment 200,000<br />
142,370<br />
57,630 71.19%<br />
Database 15,000<br />
‐<br />
15,000<br />
0.00%<br />
Depreciation expense 100,000<br />
49,861<br />
50,139 49.86%<br />
General expense 100,000<br />
68,873<br />
31,127 68.87%<br />
Insurance 50,000<br />
13,120<br />
36,880 26.24%<br />
Legal services 200,000<br />
590,377<br />
(390,377) 295.19%<br />
Meals and entertainment 20,000<br />
18,861<br />
1,139 94.31%<br />
Meetings 100,000<br />
(28,577)<br />
128,577 (28.58%)<br />
Memberships 5,000<br />
5,185<br />
(185) 103.70%<br />
Move expense 50,800<br />
76,057<br />
(25,257) 149.72%<br />
Office supplies 45,017<br />
24,151<br />
20,866 53.65%<br />
Printing and postage 100,000<br />
79,508<br />
20,492 79.51%<br />
Rent 350,000<br />
385,171<br />
(35,171) 110.05%<br />
Salaries and benefits 3,956,638 2,427,851<br />
1,528,787 61.36%<br />
Teleconferences 15,000<br />
7,047<br />
7,953 46.98%<br />
Telephone 115,000<br />
79,714<br />
35,286 69.32%<br />
Temporary staffing 115,000<br />
56,279<br />
58,721 48.94%<br />
Training 30,000<br />
31<br />
29,969<br />
0.10%<br />
Travel – executive/staff 375,000<br />
303,987<br />
71,013 81.06%<br />
Travel – CTTC commissioners 20,000<br />
1,054<br />
18,946<br />
5.27%<br />
Total operating expenses<br />
Assessment administration:<br />
6,047,455 4,381,909<br />
1,665,546 72.46%<br />
Personnel services 380,000<br />
240,252<br />
139,748 63.22%<br />
General operating expenses 400,000<br />
36,320<br />
363,680<br />
9.08%<br />
Hardware/software purch/maint ‐<br />
26,347<br />
(26,347) 0.00%<br />
Consultant services 45,000<br />
1,375<br />
43,625<br />
3.06%<br />
Disposal of assets<br />
Total assessment administration<br />
‐<br />
5,133<br />
(5,133) 0.00%<br />
expenses 825,000<br />
309,427<br />
515,573 37.51%<br />
Capital budget adjustments (100,000)<br />
‐<br />
(100,000) 0.00%<br />
Operations reserve 1,000,000<br />
‐<br />
1,000,000<br />
0.00%<br />
TOTAL OPERATIONS AND ASSESSMENT<br />
900,000<br />
‐<br />
900,000<br />
0.00%<br />
EXPENDITURES 7,772,455 4,691,336<br />
3,081,119 60.36%<br />
TOTAL EXPENDITURES 61,537,877 36,537,209 25,000,668 59.37%<br />
CHANGE IN UNRESTRICTED NET ASSETS $ ‐ $ 2,634,589 $ (2,634,589) 0.00%<br />
See accountant’s compilation report 9
VISIT CALIFORNIA<br />
SCHEDULE 3 – COMPARATIVE SCHEDULE OF MARKETING AND PROGRAM EXPENSES<br />
For <strong>the</strong> Eight For <strong>the</strong> Eight<br />
Months Ended Months Ended<br />
2/29/12 2/28/11 Variance % Diff<br />
Advertising $ 6,125 $ 17,623,014 $ (17,616,889)<br />
(99.97%)<br />
Advertising‐media 13,579,701 ‐ 13,579,701<br />
0.00%<br />
Advertising‐production 3,059,232 ‐<br />
3,059,232<br />
0.00%<br />
Advertising‐research 43,734 ‐<br />
43,734<br />
0.00%<br />
Interactive advertising ‐<br />
1,172,634 (1,172,634)<br />
0.00%<br />
Interactive‐media 848,283 ‐<br />
848,283<br />
0.00%<br />
Interactive‐production 97,775 ‐<br />
97,775<br />
0.00%<br />
Domestic advertising co‐op 15,029 10,249 4,780<br />
46.64%<br />
Rural marketing co‐op 130,885 164,553 (33,668)<br />
(20.46%)<br />
<strong>Tourism</strong> development 32,911 ‐<br />
32,911<br />
0.00%<br />
Fulfillment contractor 58,053 58,848 (795)<br />
(1.35%)<br />
Fulfillment postage 177,340 93,783 83,557<br />
89.10%<br />
Depreciation expense‐web site development 89,131 203,478<br />
(114,347)<br />
(56.20%)<br />
Official site map 50 222,553 (222,503)<br />
(99.98%)<br />
Digital assets 100,630 66,044 34,586<br />
52.37%<br />
Domestic press events 151,177 182,259 (31,082)<br />
(17.05%)<br />
Field representatives 144,301 172,498 (28,197)<br />
(16.35%)<br />
<strong>Industry</strong> events 239,235 153,734 85,501<br />
55.62%<br />
Promotional items 77,283 123,952<br />
(46,669)<br />
(37.65%)<br />
<strong>Industry</strong> site development and maintenance ‐<br />
6,450 (6,450)<br />
0.00%<br />
<strong>Industry</strong>/media newsletters 90,106 49,044 41,062<br />
83.72%<br />
<strong>Industry</strong> outreach 127,895 220,878 (92,983)<br />
(42.10%)<br />
Media FAMS/visits 19,555 26,162 (6,607)<br />
(25.25%)<br />
Newsclipping service 13,286 16,498 (3,212)<br />
(19.47%)<br />
Public affairs 93,352 ‐<br />
93,352<br />
0.00%<br />
Niche/seasonal outreach ‐<br />
62,469 (62,469)<br />
0.00%<br />
PR promotions 100,018 ‐<br />
100,018<br />
0.00%<br />
PR agency and consultants 227,079 196,994 30,085<br />
15.27%<br />
Press kits 26,396 299 26,097<br />
8,728.09%<br />
Domestic trade shows/promos 49,104 33,602 15,502<br />
46.13%<br />
Fam tours 9,234 9,729 (495)<br />
(5.09%)<br />
Bulletins and special studies 70,554 22,760 47,794<br />
209.99%<br />
Economic impact analysis 38,000 30,900 7,100<br />
22.98%<br />
Domestic market research 52,123 64,800 (12,677)<br />
(19.56%)<br />
Marketing effectiveness & ROI 7,000 32,500 (25,500)<br />
(78.46%)<br />
Welcome centers 32,933 29,643 3,290<br />
11.10%<br />
UK brand advertising 4,396,482 3,965,108 431,374<br />
10.88%<br />
UK co‐op/promotions 7,997 102,340 (94,343)<br />
(92.19%)<br />
UK technology 67,988 31,319 36,669<br />
117.08%<br />
UK communications 77,522<br />
63,572 13,950<br />
21.94%<br />
UK travel trade 421,870 234,774 187,096<br />
79.69%<br />
UK research 20,348 ‐<br />
20,348<br />
0.00%<br />
UK admin and overhead 399,583 322,169 77,414<br />
24.03%<br />
See accountant’s compilation report 10
VISIT CALIFORNIA<br />
SCHEDULE 3 – COMPARATIVE SCHEDULE OF MARKETING AND PROGRAM EXPENSES<br />
(CONTINUED)<br />
For <strong>the</strong> Eight For <strong>the</strong> Eight<br />
Months Ended Months Ended<br />
2/29/12 2/28/11 Variance % Diff<br />
UK publications/fulfillment 26,982 24,814<br />
2,168<br />
Japan co‐op/promotions ‐<br />
112,728<br />
(112,728)<br />
Japan technology 287,994 378,040 (90,046)<br />
Japan communications 15,812<br />
94,011 (78,199)<br />
Japan travel trade 18,128 95,014 (76,886)<br />
Japan research ‐<br />
40,015 (40,015)<br />
Japan admin and overhead 202,083 313,376 (111,293)<br />
Japan publications/fulfillment 450<br />
6,959 (6,509)<br />
Germany co‐op/promotions 85,338 135,478 (50,140)<br />
Germany technology 83,206 40,124 43,082<br />
Germany communications 39,272 20,205 19,067<br />
Germany travel trade 88,279 124,793 (36,514)<br />
Germany admin and overhead 221,669 197,500 24,169<br />
Germany publications/fulfillment (7,044) 19,760<br />
(26,804)<br />
Australia/NZ brand advertising 823,852 1,623,482<br />
(799,630)<br />
Australia/NZ co‐op promotions 129,137 27,309 101,828<br />
Australia/NZ technology 11,968 18,023<br />
(6,055)<br />
Australia/NZ communications 54,090 22,956 31,134<br />
Australia/NZ travel trade 200,554 221,788 (21,234)<br />
Australia/NZ research 28,149 17,929<br />
10,220<br />
Australia admin and overhead 225,000 206,344 18,656<br />
Australia/NZ publications/fulfillment 1,946 19,509<br />
(17,563)<br />
Canada brand advertising 1,198,131 1,063,877 134,254<br />
Canada co‐op/promotions 150,000 41,650 108,350<br />
Canada technology 45 275 (230)<br />
Canada communications (92,696) 62,143 (154,839)<br />
Canada travel trade 688 3,154 (2,466)<br />
Canada research 35,000 35,500 (500)<br />
Mexico brand advertising 143,981<br />
‐<br />
143,981<br />
Mexico co‐op/promotions ‐<br />
15,000 (15,000)<br />
Mexico technology ‐<br />
325 (325)<br />
Mexico communications 1,088 30,248 (29,160)<br />
Mexico travel trade 35,661 54,307 (18,646)<br />
Mexico research ‐<br />
25,000<br />
(25,000)<br />
Mexico admin and overhead 100,000 126,000 (26,000)<br />
Mexico publications/fulfillment 7,152 7,518 (366)<br />
So. Korea co‐op/promotions 63,753 ‐<br />
63,753<br />
So. Korea technology 130,596 86,886 43,710<br />
So. Korea communications 96,105 27,005 69,100<br />
So. Korea travel trade 38,884 111,693 (72,809)<br />
So. Korea admin and overhead 153,498 204,664 (51,166)<br />
So. Korea publications/fulfillment 2,024 2,480 (456)<br />
8.74%<br />
0.00%<br />
(23.82%)<br />
(83.18%)<br />
(80.92%)<br />
0.00%<br />
(35.51%)<br />
(93.53%)<br />
(37.01%)<br />
107.37%<br />
94.37%<br />
(29.26%)<br />
12.24%<br />
(135.65%)<br />
(49.25%)<br />
372.87%<br />
(33.60%)<br />
135.62%<br />
(9.57%)<br />
57.00%<br />
9.04%<br />
(90.03%)<br />
12.62%<br />
260.14%<br />
(83.64%)<br />
(249.17%)<br />
(78.19%)<br />
(1.41%)<br />
0.00%<br />
0.00%<br />
0.00%<br />
(96.40%)<br />
(34.33%)<br />
0.00%<br />
(20.63%)<br />
(4.87%)<br />
0.00%<br />
50.31%<br />
255.88%<br />
(65.19%)<br />
(25.00%)<br />
(18.39%)<br />
See accountant’s compilation report 11
VISIT CALIFORNIA<br />
SCHEDULE 3 – COMPARATIVE SCHEDULE OF MARKETING AND PROGRAM EXPENSES<br />
(CONTINUED)<br />
For <strong>the</strong> Eight For <strong>the</strong> Eight<br />
Months Ended Months Ended<br />
2/29/12 2/28/11 Variance % Diff<br />
China technology 9,849 6,636 3,213<br />
China communications 24,664 32,189 (7,525)<br />
China travel trade 119,272 93,781 25,491<br />
China admin and overhead 156,482 131,250 25,232<br />
China publications/fulfillment 7,008 3,379 3,629<br />
S/E co‐op/promotions 520<br />
6,692 (6,172)<br />
S/E technology 46,437 67,222<br />
(20,785)<br />
S/E communications 24,461 36,686 (12,225)<br />
S/E travel trade 91,569 157,905 (66,336)<br />
S/E research 16,000<br />
‐<br />
16,000<br />
S/E admin and overhead 179,585 180,639 (1,054)<br />
S/E publications/fulfillment 3,280<br />
‐<br />
3,280<br />
Travel trade development 115,941 41,192 74,749<br />
Int'l publications/fulfillment 11,083 7,681 3,402<br />
International web site maintenance 3,938 ‐<br />
3,938<br />
Travel trade on line portal 68,065 49,326 18,739<br />
Global research reports 93,962 62,570 31,392<br />
Global project extension 632,333 327,151<br />
305,182<br />
International marketing development 2,666 24,027<br />
(21,361)<br />
International photography 27,545 ‐<br />
27,545<br />
POW WOW fams/promotions 3,825 13,474<br />
(9,649)<br />
POW WOW booth/banners/creative 66,602 42,284<br />
24,318<br />
POW WOW sponsorship 300,000 ‐<br />
300,000<br />
Travel trade tools 1,083 2,775<br />
(1,692)<br />
POW WOW creative/deliverables 8,603 ‐<br />
8,603<br />
Depreciation expense‐marketing 11,371 ‐<br />
11,371<br />
Depreciation expense‐infrastructure 19,654 ‐<br />
19,654<br />
48.42%<br />
(23.38%)<br />
27.18%<br />
19.22%<br />
107.40%<br />
(92.23%)<br />
(30.92%)<br />
(33.32%)<br />
(42.01%)<br />
0.00%<br />
(0.58%)<br />
0.00%<br />
181.46%<br />
44.29%<br />
0.00%<br />
37.99%<br />
50.17%<br />
93.28%<br />
(88.90%)<br />
0.00%<br />
(71.61%)<br />
57.51%<br />
0.00%<br />
(60.97%)<br />
0.00%<br />
0.00%<br />
0.00%<br />
Total marketing and program expenses $ 31,845,873 $ 32,714,350 $ (868,477)<br />
(2.65%)<br />
See accountant’s compilation report 12
VISIT CALIFORNIA<br />
SCHEDULE 4 – SCHEDULE OF MARKETING AND PROGRAM EXPENSES – BUDGET AND ACTUAL<br />
FOR THE EIGHT MONTHS ENDED FEBRUARY 29, 2012<br />
Annual<br />
Budget Actual Balance % Used<br />
Advertising $ 25,893,000 $ 17,537,075 $ 8,355,925<br />
67.73%<br />
<strong>Website</strong> production 857,000<br />
97,775<br />
759,225<br />
11.41%<br />
Domestic advertising co‐op 167,813<br />
15,029<br />
152,784<br />
8.96%<br />
Rural marketing co‐op 290,000<br />
130,885<br />
159,115<br />
45.13%<br />
Tour of <strong>California</strong> 350,000<br />
‐<br />
350,000<br />
0.00%<br />
Fulfillment contractor 225,000<br />
58,053<br />
166,947<br />
25.80%<br />
Fulfillment postage<br />
Depreciation expense – website<br />
350,000<br />
177,340<br />
172,660<br />
50.67%<br />
development ‐<br />
89,131<br />
(89,131)<br />
0.00%<br />
Official state map 225,000<br />
50<br />
224,950<br />
0.02%<br />
Public affairs 140,000<br />
93,352<br />
46,648<br />
66.68%<br />
Digital assets 300,000<br />
100,630<br />
199,370<br />
33.54%<br />
Domestic press events 192,500<br />
151,177<br />
41,323<br />
78.53%<br />
Field representatives 420,000<br />
144,301<br />
275,699<br />
34.36%<br />
<strong>Industry</strong> events 356,004<br />
239,235<br />
116,769<br />
67.20%<br />
Promotional items 125,630<br />
77,283<br />
48,347<br />
61.52%<br />
Referendum campaign 140,000<br />
‐<br />
140,000<br />
0.00%<br />
<strong>Tourism</strong> development<br />
<strong>Industry</strong> site development<br />
70,000<br />
32,911<br />
37,089<br />
47.02%<br />
and maintenance 35,000<br />
‐<br />
35,000<br />
0.00%<br />
<strong>Industry</strong>/media newsletters 165,000<br />
90,106<br />
74,894<br />
54.61%<br />
<strong>Industry</strong> outreach 190,000<br />
127,895<br />
62,105<br />
67.31%<br />
Media FAMS/visits 75,000<br />
19,555<br />
55,445<br />
26.07%<br />
Newsclipping service 20,000<br />
13,286<br />
6,714<br />
66.43%<br />
PR agency and consultants 400,000<br />
227,079<br />
172,921<br />
56.77%<br />
PR promotions 216,000<br />
100,018<br />
115,982<br />
46.30%<br />
Press kits 59,000<br />
26,396<br />
32,604<br />
44.74%<br />
Domestic trade shows/promos 33,750<br />
49,104<br />
(15,354)<br />
145.49%<br />
Fam tours 30,000<br />
9,234<br />
20,766<br />
30.78%<br />
Bulletins and special studies 120,000<br />
70,554<br />
49,446<br />
58.80%<br />
Domestic market research 150,000<br />
52,123<br />
97,877<br />
34.75%<br />
Economic impact analysis 130,000<br />
38,000<br />
92,000<br />
29.23%<br />
Marketing effectiveness & ROI 100,000<br />
7,000<br />
93,000<br />
7.00%<br />
Welcome centers 56,750<br />
32,933<br />
23,817<br />
58.03%<br />
UK brand advertising 4,543,000 4,396,482<br />
146,518<br />
96.77%<br />
UK co‐op/promotions 400,000<br />
7,997<br />
392,003<br />
2.00%<br />
UK technology 140,000<br />
67,988<br />
72,012<br />
48.56%<br />
UK communications 182,000<br />
77,522<br />
104,478<br />
42.59%<br />
UK travel trade 560,285<br />
421,870<br />
138,415<br />
75.30%<br />
UK research 100,000<br />
20,348<br />
79,652<br />
20.35%<br />
UK admin and overhead 685,000<br />
399,583<br />
285,417<br />
58.33%<br />
UK publications/fulfillment 100,000<br />
26,982<br />
73,018<br />
26.98%<br />
Japan co‐op/promotions 100,000<br />
‐<br />
100,000<br />
0.00%<br />
Japan technology 587,000<br />
287,994<br />
299,006<br />
49.06%<br />
Japan communications 140,000<br />
15,812<br />
124,188<br />
11.29%<br />
Japan travel trade 134,500<br />
18,128<br />
116,372<br />
13.48%<br />
Japan research 40,000<br />
‐<br />
40,000<br />
0.00%<br />
Japan admin and overhead 485,000<br />
202,083<br />
282,917<br />
41.67%<br />
Japan publications/fulfillment 10,000<br />
450<br />
9,550<br />
4.50%<br />
See accountant’s compilation report 13
VISIT CALIFORNIA<br />
SCHEDULE 4 – SCHEDULE OF MARKETING AND PROGRAM EXPENSES – BUDGET AND ACTUAL<br />
(CONTINUED)<br />
FOR THE EIGHT MONTHS ENDED FEBRUARY 29, 2012<br />
S/E co‐op/promotions 126,000<br />
S/E technology 77,600<br />
S/E communications 70,900<br />
S/E travel trade 190,026<br />
S/E research 16,000<br />
S/E admin and overhead 333,300<br />
S/E publications/fulfillment 38,000<br />
Germany co‐op/promotions 285,000<br />
Germany technology 145,000<br />
Germany communications 110,000<br />
Germany travel trade 229,446<br />
Germany admin and overhead 380,000<br />
Germany publications/fulfillment 30,000<br />
Australia/NZ brand advertising 1,700,000<br />
Australia/NZ co‐op promotions 345,000<br />
Australia/NZ technology 12,000<br />
Australia/NZ communications 157,000<br />
Australia/NZ travel trade 367,134<br />
Australia/NZ research 35,000<br />
Australia admin and overhead 450,000<br />
Australia/NZ publications/fulfillment 25,000<br />
Canada brand advertising 2,335,000<br />
Canada co‐op/promotions ‐<br />
Canada technology 40,000<br />
Canada communications 150,000<br />
Canada travel trade ‐<br />
Canada research ‐<br />
Mexico brand advertising 225,000<br />
Mexico co‐op/promotions 120,000<br />
Mexico technology 75,000<br />
Mexico communications 95,000<br />
Mexico travel trade 123,350<br />
Mexico admin and overhead 240,000<br />
Mexico publications/fulfillment 20,000<br />
So. Korea co‐op/promotions 40,000<br />
So. Korea technology 143,000<br />
So. Korea communications 70,000<br />
So. Korea travel trade 190,000<br />
So. Korea admin and overhead 307,000<br />
So. Korea publications/fulfillment 50,000<br />
China technology 95,000<br />
China communications 44,700<br />
China travel trade 202,700<br />
China admin and overhead 312,900<br />
China publications/fulfillment 44,700<br />
Annual<br />
Budget Actual Balance % Used<br />
520<br />
46,437<br />
24,461<br />
91,569<br />
16,000<br />
179,585<br />
3,280<br />
85,338<br />
83,206<br />
39,272<br />
88,279<br />
221,669<br />
(7,044)<br />
823,852<br />
129,137<br />
11,968<br />
54,090<br />
200,554<br />
28,149<br />
225,000<br />
1,946<br />
1,198,131<br />
150,000<br />
45<br />
(92,696)<br />
688<br />
35,000<br />
143,981<br />
‐<br />
‐<br />
1,088<br />
35,661<br />
100,000<br />
7,152<br />
63,753<br />
130,596<br />
96,105<br />
38,884<br />
153,498<br />
2,024<br />
9,849<br />
24,664<br />
119,272<br />
156,482<br />
7,008<br />
125,480<br />
31,163<br />
46,439<br />
98,457<br />
‐<br />
153,715<br />
34,720<br />
199,662<br />
61,794<br />
70,728<br />
141,167<br />
158,331<br />
37,044<br />
876,148<br />
215,863<br />
32<br />
102,910<br />
166,580<br />
6,851<br />
225,000<br />
23,054<br />
1,136,869<br />
(150,000)<br />
39,955<br />
242,696<br />
(688)<br />
(35,000)<br />
81,019<br />
120,000<br />
75,000<br />
93,912<br />
87,689<br />
140,000<br />
12,848<br />
(23,753)<br />
12,404<br />
(26,105)<br />
151,116<br />
153,502<br />
47,976<br />
85,151<br />
20,036<br />
83,428<br />
156,418<br />
37,692<br />
0.41%<br />
59.84%<br />
34.50%<br />
48.19%<br />
100.00%<br />
53.88%<br />
8.63%<br />
29.94%<br />
57.38%<br />
35.70%<br />
38.47%<br />
58.33%<br />
(23.48%)<br />
48.46%<br />
37.43%<br />
99.73%<br />
34.45%<br />
54.63%<br />
80.43%<br />
50.00%<br />
7.78%<br />
51.31%<br />
0.00%<br />
0.11%<br />
(61.80%)<br />
0.00%<br />
0.00%<br />
63.99%<br />
0.00%<br />
0.00%<br />
1.15%<br />
28.91%<br />
41.67%<br />
35.76%<br />
159.38%<br />
91.33%<br />
137.29%<br />
20.47%<br />
50.00%<br />
4.05%<br />
10.37%<br />
55.18%<br />
58.84%<br />
50.01%<br />
15.68%<br />
See accountant’s compilation report 14
VISIT CALIFORNIA<br />
SCHEDULE 4 – SCHEDULE OF MARKETING AND PROGRAM EXPENSES – BUDGET AND ACTUAL<br />
(CONTINUED)<br />
FOR THE EIGHT MONTHS ENDED FEBRUARY 29, 2012<br />
Travel trade development 240,000<br />
Int'l publications/fulfillment 50,000<br />
Int'l web site maintenance 50,000<br />
Online training maintenance 30,000<br />
Travel trade online portal 100,000<br />
Global research reports 145,000<br />
Global project extension 2,200,000<br />
International marketing development 35,000<br />
International photography 40,000<br />
POW WOW fams/promotions 90,434<br />
POW WOW booth/banners/creative 200,000<br />
POW WOW creative/deliverables 100,000<br />
POW WOW sponsorship 300,000<br />
Travel trade tools 50,000<br />
Depreciation expense – marketing ‐<br />
Depreciation expense – infrastructure ‐<br />
Annual<br />
Budget Actual Balance % Used<br />
115,941<br />
11,083<br />
3,938<br />
‐<br />
68,065<br />
93,962<br />
632,333<br />
2,666<br />
27,545<br />
3,825<br />
66,602<br />
8,603<br />
300,000<br />
1,083<br />
11,371<br />
19,654<br />
124,059<br />
38,917<br />
46,062<br />
30,000<br />
31,935<br />
51,038<br />
1,567,667<br />
32,334<br />
12,455<br />
86,609<br />
133,398<br />
91,397<br />
‐<br />
48,917<br />
(11,371)<br />
(19,654)<br />
48.31%<br />
22.17%<br />
7.88%<br />
0.00%<br />
68.07%<br />
64.80%<br />
28.74%<br />
7.62%<br />
68.86%<br />
4.23%<br />
33.30%<br />
8.60%<br />
100.00%<br />
2.17%<br />
0.00%<br />
0.00%<br />
Total marketing and<br />
program expenses $ 53,765,422 $ 31,845,873 $ 21,919,549<br />
59.23%<br />
See accountant’s compilation report 15
Travel & Expense Management Policy<br />
For The Employees Of<br />
Visit <strong>California</strong><br />
Visit <strong>California</strong> – Travel & Expense Management Policy Page 1 of 35
Table of Contents<br />
Section Page #<br />
1.0 TRAVEL POLICY PURPOSE AND ENFORCEMENT 3<br />
2.0 TRAVEL AUTHORIZATION 4<br />
3.0 ALTERNATIVES TO TRAVEL 4<br />
4.0 CONSULTANTS AND CONTRACTORS 4<br />
5.0 TRAVEL ARRANGEMENTS 4<br />
6.0 RISK MANAGEMENT DURING TRAVEL 5<br />
7.0 PAYMENT METHODS 6<br />
8.0 EXPENSE REPORTING AND REIMBURSEMENT 7<br />
9.0 AIR TRAVEL 8<br />
10.0 LODGING 11<br />
11.0 CAR RENTAL 12<br />
12.0 RAIL TRAVEL 13<br />
13.0 OTHER TRANSPORTATION 13<br />
14.0 SPOUSE/COMPANION ACCOMPANIMENT DURING BUSINESS TRAVEL 14<br />
15.0 PERSONAL/VACATION TRAVEL 14<br />
16.0 MEALS & ENTERTAINMENT 15<br />
17.0 TIPPING/GRATUITIES 16<br />
18.0 TRAVEL-‐RELATED TELECOM 17<br />
19.0 TRAVEL INSURANCE 17<br />
20.0 EXTENDED STAY/TEMPORARY ASSIGNMENT 18<br />
21.0 OTHER REIMBURSABLE & NON-‐REIMBURSABLE EXPENSES 18<br />
22.0 TIERS BY CITY 19<br />
Visit <strong>California</strong> – Travel & Expense Management Policy Page 2 of 35
1.0 Travel Policy Purpose and Enforcement<br />
1.1 General<br />
This document provides guidelines and establishes procedures for all Visit <strong>California</strong> employees incurring business travel and<br />
entertainment expenses for <strong>the</strong> benefit of The Company. All employees are required to comply with <strong>the</strong>se guidelines in order<br />
to receive reimbursement for any expense claims related to travel and entertainment on The Company’s behalf. When<br />
submitting expense reports to claim reimbursement, it is expected that employees will nei<strong>the</strong>r gain, nor lose, financially. This<br />
Travel and Expense Management Policy applies to business trips of less than 20 calendar days duration; o<strong>the</strong>rwise, refer to<br />
<strong>the</strong> specific guidelines in Section 21.0 for Extended Stays/Temporary Assignments, which apply to trip of 20 calendar days or<br />
more.<br />
1.2 Purpose<br />
The purpose of <strong>the</strong>se guidelines is to:<br />
Ensure all employees have a clear and consistent understanding of policies and procedures for business travel and<br />
entertainment.<br />
Provide guidance regarding what expense types are, and are not, allowed while traveling or entertaining for <strong>the</strong><br />
benefit of Visit <strong>California</strong>.<br />
Provide business travelers with a reasonable level of service, comfort and security at <strong>the</strong> lowest possible cost.<br />
Maximize The Company’s ability to negotiate discounted rates with preferred suppliers and reduce travel expenses,<br />
including <strong>the</strong> utilization of:<br />
o The Designated Travel Agency<br />
o The Corporate Card Program<br />
o The Preferred Airlines<br />
o The Preferred Hotels<br />
o The Preferred Car<br />
Ensure that all authorized expenditures meet and comply with all requirements for <strong>the</strong> most favourable tax and<br />
expense treatment for Visit <strong>California</strong>.<br />
Ensure conformity of expenditures with Visit <strong>California</strong> Code of Business Conduct.<br />
1.3 Responsibility<br />
Each employee of Visit <strong>California</strong> has stewardship responsibility for managing travel expenses, but in particular:<br />
All employees are responsible for reading, understanding and complying with this policy and any additional related<br />
guidelines established by <strong>the</strong>ir specific region.<br />
All approvers (Management) are responsible for reviewing all expense reports for accuracy and compliance to policy.<br />
The Expense Reporting Department is responsible for reviewing expense reports for accuracy, required supporting<br />
documentation and compliance to policy.<br />
The Director of Finance and Human Resources is responsible for establishment, maintenance, revision and<br />
publication of this policy and <strong>the</strong> administration of all processes and procedures needed to ensure compliance with<br />
this policy.<br />
1.4 Enforcement<br />
The Company will reimburse employees for all reasonable and necessary expenses while traveling on authorized company<br />
business that are in compliance with <strong>the</strong> guidelines of <strong>the</strong> Travel and Entertainment Expense Management Policy.<br />
The Company assumes no obligation to reimburse employees for expenses that are not in compliance with this<br />
policy.<br />
Travelers and/or Expense Claim Approvers who do not comply with this policy may be subject to delay or<br />
withholding of reimbursement and / or disciplinary action up to and including termination.<br />
1.5 Exceptions to Policy<br />
Exceptions, deviations or reimbursements for expenses that are not in compliance with this policy require <strong>the</strong> prior written<br />
approval of <strong>the</strong> CEO or Director of Finance and Human Resources.<br />
Traveler non-‐compliance and lost savings will be recorded and related information will be provided to Visit <strong>California</strong>’s<br />
Executive, including <strong>the</strong> CEO, Department Vice President, or Director of Finance and Human Resources, within <strong>the</strong> Data<br />
Privacy regulations permitted under individual country rules.<br />
Visit <strong>California</strong> – Travel & Expense Management Policy Page 3 of 35
1.6 Contact Information for Travel Policy Issues<br />
Please contact <strong>the</strong> Director of Finance and Human Resources with any questions, concerns or suggestions regarding this<br />
travel policy.<br />
1.7 Policy Effective Date & Review<br />
Effective date of this policy is April 1. 2012. This policy will be reviewed annually or as required, in order to ensure that <strong>the</strong><br />
terms are current, fair and representative of relevant corporate and industry conditions. The Company reserves <strong>the</strong> right to<br />
change this policy at any time, without prior notice.<br />
1.8 Employee Termination<br />
When an employee is terminated, it is <strong>the</strong> manager’s and <strong>the</strong> Human Resources Department’s responsibility to ensure <strong>the</strong><br />
following is conducted prior to, or during, <strong>the</strong> exit interview:<br />
Retrieve The Company Corporate Card from <strong>the</strong> employee, and destroy <strong>the</strong> card.<br />
Ensure <strong>the</strong> employee has submitted all expense claims incurred prior to termination.<br />
Ensure <strong>the</strong> Corporate Card account has been reconciled and all required documentation submitted in support of<br />
any outstanding balance.<br />
Obtain payment from <strong>the</strong> employee for any amount owing to The Company for non-‐reimbursable expenses<br />
charged to <strong>the</strong> Corporate Card, or signed authorization to deduct from final pay.<br />
2.0 Travel Authorization<br />
Employees must obtain authorization for all travel prior to booking any travel arrangements.<br />
All requests for travel must be documented on <strong>the</strong> Travel Requisition Form.<br />
For all o<strong>the</strong>r travel, <strong>the</strong> form must be signed by <strong>the</strong> employee’s immediate supervisor.<br />
Approvals will not be audited; each business unit can establish <strong>the</strong>ir own control.<br />
3.0 Alternatives to Travel<br />
E-‐Meetings, tele-‐conferencing and video-‐conferencing are effective alternatives to travel and represent an opportunity to<br />
significantly reduce travel costs as well as Visit <strong>California</strong>’s, impact on <strong>the</strong> environment leading to climate change. Every<br />
potential traveler should consider if <strong>the</strong> business objective can best be accomplished through <strong>the</strong> use of an e-‐Meeting,<br />
teleconference or videoconference.<br />
4.0 Consultants and Contractors<br />
If a non-‐employee (contractor, consultant, employment applicant) is required to incur travel or entertainment expenses at<br />
<strong>the</strong> request of, and for <strong>the</strong> benefit of, Visit <strong>California</strong>, <strong>the</strong> guidelines and requirements of <strong>the</strong> Travel and Entertainment<br />
Expense Management Policy will apply to <strong>the</strong> non-‐employee to <strong>the</strong> same extent as imposed on <strong>the</strong> employees of Visit<br />
<strong>California</strong>, with <strong>the</strong> following exceptions:<br />
Airline tickets are to be paid by <strong>the</strong> vendor and reimbursed by Visit <strong>California</strong>.<br />
Reimbursement of travel-‐related expenses will be based on an invoice submitted by <strong>the</strong> non-‐employee to <strong>the</strong><br />
Visit <strong>California</strong> Accounts Payable Department at accountspayable@visitcalifornia.com ra<strong>the</strong>r than via <strong>the</strong><br />
reimbursement procedures outlined for employees in this policy (section 8.0); however, <strong>the</strong> invoiced amount<br />
must be supported by <strong>the</strong> documentation requirements of section 8.5.<br />
In no circumstance will personal travel expenses of ei<strong>the</strong>r <strong>the</strong> contractor/consultant or a companion/spouse be<br />
reimbursable by Visit <strong>California</strong>.<br />
5.0 Travel Arrangements<br />
5.1 Emergency/En-‐Route Reservation Changes<br />
All en-‐route changes must be documented on expense report as to <strong>the</strong> reason why a change was necessary or required.<br />
5.2 Passports and Travel Documents<br />
Passport and o<strong>the</strong>r travel document costs (visas, o<strong>the</strong>r entry costs) are reimbursable if required for business travel purposes.<br />
It is <strong>the</strong> traveler’s responsibility to ensure <strong>the</strong> required documents are current and on-‐hand during travel.<br />
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5.3 Exceptions for Travelers with Special Needs<br />
If <strong>the</strong> traveler requires accommodation beyond that permitted by <strong>the</strong> Travel and Expense Management Policy due to special<br />
needs or circumstance, <strong>the</strong> special requirements must be approved by <strong>the</strong> CEO or Director of Finance prior to booking any<br />
travel arrangements and recorded on <strong>the</strong> employee’s Traveler Profile for future reference.<br />
6.0 Risk Management During Travel<br />
6.1 International Travel Advisories<br />
Safety and security are of primary importance when employees are traveling on Visit <strong>California</strong> business. Travel advisories<br />
that restrict travel for safety or health purposes are issued regularly by local Government agencies.<br />
6.2 Health Precautions/Immunizations<br />
Employees should be aware if immunizations are required based on travel destination.<br />
The employee based on <strong>the</strong>ir medical situation is also advised to contact <strong>the</strong>ir personal physician to determine if<br />
an immunization or o<strong>the</strong>r medical intervention is recommended prior to travel.<br />
Immunization costs are reimbursable if required for business travel.<br />
6.3 General Travel Safety Tips<br />
If a traveler encounters accommodation or a means of transportation that he/she feels poses a threat to personal safety, <strong>the</strong><br />
employee may contact Human Resources to request alternate arrangements. An explanation regarding <strong>the</strong> nature of <strong>the</strong><br />
threat will be required at <strong>the</strong> time of change so that <strong>the</strong> matter can be investigated and <strong>the</strong> preferred supplier listing<br />
amended accordingly. While traveling:<br />
The employee must ensure that company assets are safeguarded at all times, i.e. implement password<br />
protection (BlackBerry’s).<br />
Your laptop, wallet, cell phone and o<strong>the</strong>r high-‐tech gadgets are all targets. Be on <strong>the</strong> lookout for distraction,<br />
<strong>the</strong>fts, and do not leave your valuables unattended-‐even at airport security checkpoints.<br />
Carry emergency telephone numbers. An up-‐to-‐date list of emergency contacts should be kept with you (in<br />
your wallet, purse, briefcase, etc.) at all times.<br />
Leave <strong>the</strong> airport as soon as possible after deplaning. Disturbances are more likely to occur in public airport<br />
lobbies.<br />
Carry several days’ supply of any medications on your person even on day trips. The rest can be kept in your<br />
luggage. Keep a note in your wallet listing your medications, <strong>the</strong>ir dosages, your physician’s name and phone<br />
number and your blood type. If you are on a medication that requires an injection through a hypodermic<br />
needle, such as insulin, you will be required to present documentation from a physician.<br />
6.4 llness During Business Travel<br />
If a traveler becomes ill or is injured while traveling on Company business, <strong>the</strong>y must report <strong>the</strong> illness/injury to <strong>the</strong>ir<br />
manager as soon as possible.<br />
If an employee incurs medical expenses during a business trip:<br />
The employee must advise Human Resources department in writing, immediately upon return, to determine<br />
extent of expense reimbursement,<br />
All requests for reimbursement of this nature must be approved in writing.<br />
Medical bills incurred during domestic travel are not reimbursable.<br />
If an employee dies while in travel status, The Company shall reimburse those necessary expenses to return <strong>the</strong> employee’s<br />
remains to <strong>the</strong>ir home.<br />
6.5 Emergency Travel Assistance<br />
Contact information for emergency travel arrangement assistance can be found on <strong>the</strong> traveler’s itinerary and for payment<br />
assistance refer to <strong>the</strong> back of <strong>the</strong> corporate card.<br />
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7.0 Payment Methods<br />
7.1 Corporate Card and Traveler Benefits<br />
Visit <strong>California</strong> employees are allowed to purchase travel using <strong>the</strong> Corporate Card under <strong>the</strong> terms of The Company’s<br />
agreement with Corporate Card Company, travelers receive <strong>the</strong> following benefits:<br />
$500,000 24-‐hour Business Travel Accident Insurance<br />
$500 Flight and Baggage Delay Insurance<br />
No pre-‐set spending limits<br />
Emergency card replacement<br />
Assured reservations and express check-‐out<br />
24-‐hour customer service is available. A representative will assist you with:<br />
Monthly statements and balances<br />
Emergency services<br />
Billing disputes<br />
Location of nearest American Express office<br />
Card member benefits and services<br />
7.2 Corporate Charge Card Eligibility<br />
The CEO, department Vice Presidents and Director of Finance and Human Resources are eligible to apply for a Corporate<br />
Card. Employees are allowed to use Director of Finance Corporate Card for purchases with a purchase authorization form.<br />
7.3 Corporate Charge Card Billing and Payment Responsibility<br />
Employees are liable for all charges appearing on <strong>the</strong>ir monthly Corporate Card statement. The employee is also responsible<br />
for submitting a proper receipt within 5 business days of trip completion or every 10 business days for trips over 14 days to<br />
ensure timely reimbursement / payment of <strong>the</strong> Corporate Card. Visit <strong>California</strong> will pay American Express directly for all<br />
approved business charges on <strong>the</strong> Corporate Card. Visit <strong>California</strong> will reimburse employees for approved expenses not<br />
charged to <strong>the</strong> Corporate Card. Failure to reconcile and settle <strong>the</strong> account promptly may result in:<br />
Notification sent to employee’s manager, and<br />
Suspension or cancellation of charge privileges.<br />
7.4 Late Penalties and Delinquency Charges<br />
Late penalties and delinquency charges are NOT reimbursable.<br />
7.5 Emergency Replacement Cards<br />
For an emergency replacement Corporate Card please contact Director of Finance.<br />
7.6 Cardholder Employee Termination<br />
Refer to Section 1.8 of this policy.<br />
7.7 Cash Withdrawal<br />
Visit <strong>California</strong> will issue internal cash advances. One cash advance per employee is allowed outstanding at a time.<br />
Advances must be submitted in writing and approved by <strong>the</strong>ir respective department Vice President.<br />
Any misuse of <strong>the</strong> Corporate Express Cash Program, including using it to purchase personal items or to fund personal<br />
expenses, could result in not being reimbursed for expenditures and disciplinary actions up to, and including,<br />
termination.<br />
7.8 Cash Advance Limits<br />
Visit <strong>California</strong> will allow up to $2,500 per travel advance to employees. Employees are required to reconcile cash advance<br />
within 30 days of issuance of advance. Employees may not be issued more than one cash advance at a time. Travelers o<strong>the</strong>r<br />
than Visit <strong>California</strong> employees will not be issued advances.<br />
7.9 Foreign Currency Services<br />
Travelers will obtain <strong>the</strong> most favorable currency exchange rate if items are charged to <strong>the</strong> Corporate Card. All expenses<br />
incurred in a currency o<strong>the</strong>r than a traveler’s home currency must be accompanied by exchange rate. If cash is required, use<br />
an ATM to obtain <strong>the</strong> appropriate currency.<br />
Visit <strong>California</strong> will not take back foreign monies. Any remaining foreign currencies should be exchanged at <strong>the</strong> airport prior<br />
to returning home.<br />
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8.0 Expense Reporting and Reimbursement<br />
8.1 Expense Reimbursements<br />
Requests for Travel and Entertainment expense reimbursement must be submitted via <strong>the</strong> Travel and Expense Claim.<br />
Expense reimbursements are required to be typed and receipts taped to an 8 ½” x 11” sheet of paper in order with <strong>the</strong><br />
expense claim. All expense claims are required to be signed by <strong>the</strong> respective department Vice President or CEO. If expense<br />
claim includes foreign currency, <strong>the</strong> exchange rate will be calculated as follows:<br />
Cash payments will be converted using <strong>the</strong> previous monthly average exchange rate from Wells Fargo or xe.com<br />
obtained from our Accounts Payable department.<br />
Credit card purchases – Employee is required to submit a copy of <strong>the</strong>ir credit card statement showing <strong>the</strong> exchange<br />
rate.<br />
Rate of exchange from exchange broker (i.e. – Currency exchange at airports). Must submit receipt showing<br />
exchange rate.<br />
8.2 Timing for Expense Report Completion and Submission<br />
Employees who have incurred business related expenses must submit expense reports within 30 days of completion of <strong>the</strong><br />
business trip. Travelers who do not file <strong>the</strong> necessary expense report within <strong>the</strong> required time will be subject to disciplinary<br />
action. Claims less than $25.00 should be submitted for petty cash reimbursement.<br />
8.3 Approval/Authorization Process<br />
Responsibility for controlling employee expenses rests with <strong>the</strong> employee and <strong>the</strong>ir manager. This includes:<br />
Instruction and counselling prior to <strong>the</strong> expenditure of funds.<br />
Review of reported expense to ensure that all expense claims are proper, reasonable and justifiable.<br />
Once <strong>the</strong> traveler has completed <strong>the</strong> Expense Report:<br />
Each Expense Report will be reviewed by <strong>the</strong> manager for reasonableness of business purpose and compliance with<br />
<strong>the</strong> Travel and Entertainment Expense Management Policy.<br />
8.4 Receipt Limits<br />
Original itemized receipts are required for all expenditures of $25 or more.<br />
8.5 Documentation Requirements<br />
Travelers must provide <strong>the</strong> appropriate documentation as follows:<br />
Original receipts for expenditures exceeding $25, in order to claim reimbursement.<br />
All hotel folios (receipts) are required.<br />
All Expense Reports must state <strong>the</strong> business purpose.<br />
Evidence of any requisite pre-‐approvals must be attached to <strong>the</strong> Expense Report.<br />
The Company will not reimburse any expenses without proper documentation.<br />
Electronic receipts are acceptable in lieu of original receipts for non-‐employees only, provided that <strong>the</strong> detail on <strong>the</strong><br />
receipt includes <strong>the</strong> name of <strong>the</strong> payee, amount of <strong>the</strong> charge, transaction date and form of payment.<br />
Tear tabs are NOT acceptable receipts.<br />
When original receipts cannot be obtained or have been lost and all measures to obtain a duplicate receipt have<br />
been exhausted, a written statement should be provided explaining why such receipts are not being submitted with<br />
<strong>the</strong> Expense Report. These will be evaluated on a case-‐by-‐case basis and does not guarantee reimbursement above<br />
<strong>the</strong> $25 limit.<br />
The statement must include a certification that <strong>the</strong> amount shown is <strong>the</strong> amount actually paid and that <strong>the</strong> traveler<br />
has not and will not seek reimbursement from any o<strong>the</strong>r source.<br />
Any attempt to alter receipts will result in disciplinary action, up to, and including termination.<br />
8.6 Categorization of Expenses<br />
It is mandatory for tax reporting purposes and financial statement issuance that all expenses be categorized correctly. Visit<br />
<strong>California</strong> requires that each expense item is reflected individually; expenses cannot be combined simply because all items<br />
appear on a single invoice (a hotel invoice/folio, for instance). Expenses must be broken out into all applicable categories.<br />
8.7 VAT Reclaim<br />
Value Added Taxes may be “reclaimed” for certain business expenses incurred overseas, particularly in Europe. The Company<br />
submits applications for VAT refunds annually. In addition to <strong>the</strong> standard receipts required for expense reports,<br />
international travelers must save original receipts for <strong>the</strong> following business expenses: lodging, entertainment, gasoline,<br />
Visit <strong>California</strong> – Travel & Expense Management Policy Page 7 of 35
meals, car rentals, rail travel, conferences, trade shows, and training courses. Only original, itemized receipts are acceptable<br />
for VAT reclaim purposes. Charge/credit cards receipts are not acceptable.<br />
8.8 Converting Foreign Currencies<br />
Expenses in foreign currencies are converted into local currency as follows:<br />
Expenses incurred and paid directly by <strong>the</strong> traveler are converted at <strong>the</strong> actual exchange rate and can be reported<br />
directly on <strong>the</strong> Expense Report.<br />
Expenses paid by <strong>the</strong> traveler using cash or o<strong>the</strong>r form of payment will be converted using <strong>the</strong> previous monthly<br />
average exchange rate from Wells Fargo or xe.com obtained from our Accounts Payable Department.<br />
All expenses are required to be recorded in local currency, with <strong>the</strong> currency conversion rate clearly noted on <strong>the</strong><br />
Expense Report and on all supporting receipts.<br />
If <strong>the</strong> amount claimed on <strong>the</strong> Expense Report is more or less than <strong>the</strong> amount of <strong>the</strong> attached receipts, a written<br />
statement explaining <strong>the</strong> differences must accompany <strong>the</strong> Expense Report.<br />
8.9 Reimbursement<br />
Visit <strong>California</strong> will pay <strong>the</strong> Corporate Card account based upon <strong>the</strong> approved reimbursement expense claim. Any amount<br />
owing to <strong>the</strong> employee that was not originally charged to <strong>the</strong> American Express Card will be reimbursed within 30 days of<br />
approved reimbursement expense claim.<br />
8.10 Expense Report Audits and Exception Reporting<br />
Visit <strong>California</strong> Internal Audit will conduct basic processing audits to ensure compliance with financial authorities as well as<br />
confirming that original receipts support all expenses. Random audits on completed Expense Reports by Internal Audit will<br />
also be conducted on a regular basis concentrating on <strong>the</strong> type, reasonability and justification of expenses, with findings<br />
reports and recommendations submitted to <strong>the</strong> CEO.<br />
Post Audits may be conducted from time-‐to-‐time based on special requests from department or senior leadership focusing<br />
on specific categories of expenses such as entertainment or miscellaneous expenses.<br />
9.0 AIR TRAVEL<br />
9.1 Advance Planning<br />
Requests for air travel reservations are required at least 14 days prior to planned departure.<br />
9.2 Air Travel Payment Procedures<br />
Air travel costs that are charged to Visit <strong>California</strong>’s American Express Corporate Card must be approved prior to purchase via<br />
a signed purchase authorization form.<br />
All attempts will be made approve and process purchase authorizations in a timely manner. But, in <strong>the</strong> event that<br />
<strong>the</strong>re is a change in <strong>the</strong> price of your planned air travel between researching <strong>the</strong> fare and <strong>the</strong> approval of <strong>the</strong><br />
purchase authorization, <strong>the</strong> employee may still purchase <strong>the</strong> fare with no additional authorization if <strong>the</strong> fare is less<br />
than 10% greater than <strong>the</strong> approved amount. If <strong>the</strong> change in price is greater than 10% <strong>the</strong> original purchase<br />
authorization should be submitted for re-‐approval with <strong>the</strong> adjusted travel cost.<br />
9.3 Airline Class of Service<br />
All airline tickets will be issued in Coach/Economy Class only, with <strong>the</strong> following exceptions:<br />
For international trips, Visit <strong>California</strong> employees may request travel on an upgraded class of service when barter<br />
airfare is available, provided that <strong>the</strong> barter rate is comparable to 40% or less than non barter business class rate.<br />
These will be evaluated and approved by <strong>the</strong> department VP, CEO, or Director of finance on a case-‐by-‐case basis.<br />
For International trips with single flight segments of 8 hours or more, or total trip of 16 hours or more, Visit<br />
<strong>California</strong> staff and contractors may book <strong>the</strong> equivalent of Economy Plus.<br />
In <strong>the</strong> event that a ticket must be purchased, staff will be permitted to purchase a business class ticket if essential to<br />
conducting business (e.g., a Governor’s mission) or in an unexpected circumstance with <strong>the</strong> prior approval of <strong>the</strong><br />
CEO.<br />
When traveling on non-‐bartered tickets, travelers are permitted to use <strong>the</strong>ir own accrued frequent flyer mileage to<br />
upgrade from coach to ei<strong>the</strong>r business or first class since <strong>the</strong>re is no financial impact on Visit <strong>California</strong>.<br />
Refer to Section 2.0 for travel authorization procedure.<br />
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9.4 Upgrades for Air Travel<br />
Upgrades at <strong>the</strong> expense of The Company are NOT permitted. Upgrades are allowed at <strong>the</strong> traveler’s personal expense, but<br />
CANNOT be charged to <strong>the</strong> American Express Corporate Card. Employees are not permitted to book air travel at a higher fare<br />
in order to use Frequent Flyer program privileges when a lower non-‐restrictive fare exists on <strong>the</strong> same flight.<br />
9.5 Lowest Airfare Definition<br />
Travelers are required to book <strong>the</strong> lowest logical airfare that is determined using <strong>the</strong> following search criteria:<br />
Routing requires no more than one additional interim stop each way.<br />
When booking travel for a co-‐worker or manager, <strong>the</strong> time window for <strong>the</strong> departure/arrival must be no more than<br />
[2] hours before and [2] hours after <strong>the</strong> requested time. One stop & single connection flights are treated <strong>the</strong> same<br />
as non-‐stops for itinerary purposes, fare calculations, and lowest fare identification.<br />
Travelers may elect to fly a non-‐stop flight (over a lower-‐priced, connecting flight) provided that <strong>the</strong> additional cost<br />
is less than $200 per direction of travel.<br />
The connecting flight would have added more than a 2-‐hour extension of travel time each way.<br />
In determining <strong>the</strong> lowest logical airfare, <strong>the</strong> low fare alternatives considered will include, but not be limited to, <strong>the</strong><br />
following:<br />
Preferred carrier<br />
Alternate airports<br />
Specially negotiated fares<br />
Saturday night stay-‐over<br />
Non-‐refundable fares<br />
Advance purchase fares<br />
Penalty fares<br />
Group / meeting / training zone fares<br />
Connecting and one-‐stop flights Lower cost non-‐preferred carriers<br />
9.6 E-‐Tickets & Ticket Delivery<br />
To take advantage of <strong>the</strong> cost benefits and convenience:<br />
Travelers are required to use electronic tickets (E-‐Tickets).<br />
The traveler will be e-‐mailed/faxed <strong>the</strong> confirmation number and itinerary as per <strong>the</strong> Traveler Profile once travel<br />
arrangements are complete.<br />
At <strong>the</strong> airport, <strong>the</strong> E-‐ticket confirmation number will be required to receive a boarding pass.<br />
If <strong>the</strong> confirmation number is misplaced or forgotten by <strong>the</strong> traveler, proper photo identification and/or <strong>the</strong><br />
Corporate Card used to purchase <strong>the</strong> air travel must be presented to receive <strong>the</strong> boarding pass.<br />
E-‐Ticket receipts must be maintained and attached to <strong>the</strong> expense report submitted for reimbursement.<br />
In <strong>the</strong> rare instances where paper tickets are required because an E-‐ticket is not available, delivery of <strong>the</strong> tickets will be<br />
arranged at <strong>the</strong> time of reservation.<br />
9.7 Airline Frequent Flyer Programs<br />
Travelers may retain frequent flyer program benefits for personal use.<br />
Participation in a Frequent Flyer Program must not influence flight selection that would result in incremental cost to<br />
The Company beyond <strong>the</strong> lowest available airfare, as required by this policy.<br />
The traveler is responsible for <strong>the</strong> record keeping, redemption and income tax implications of program rewards; Visit<br />
<strong>California</strong> will not intervene to resolve any frequent flyer program concerns, issues, etc.<br />
Any membership costs associated with a Frequent Flyer program are not reimbursable by Visit <strong>California</strong>.<br />
9.8 Airline Club Memberships<br />
Airline club membership costs are not reimbursable.<br />
9.8 Travel on Private and Charter Aircraft<br />
Business travel by Visit <strong>California</strong> employees is restricted to corporate and commercial aircraft. Use of charter aircraft while<br />
on company business is prohibited unless approved by <strong>the</strong> CEO prior to booking. The use of private aircraft for business<br />
purposes is not allowed unless approved by <strong>the</strong> CEO prior to booking. CEO may be reimbursed for fuel and pilot time on<br />
private or charter aircraft for business related trips.<br />
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9.10 Denied Boarding Compensation<br />
Airlines occasionally offer free tickets or cash allowances to compensate travelers for delays and inconvenience due to<br />
overbooking, flight cancellation, changes of equipment, etc. Travelers may volunteer for denied boarding compensation only<br />
if:<br />
<strong>the</strong> delay in <strong>the</strong>ir trip will not cause an increase in <strong>the</strong> cost of <strong>the</strong> trip, and<br />
<strong>the</strong> delay in <strong>the</strong>ir trip will not result in any interruption or loss of business.<br />
9.11 Overnight Delays<br />
Should an airline delay or cancellation necessitate an unscheduled overnight stay:<br />
The traveler must first attempt to secure complimentary lodging from <strong>the</strong> airline.<br />
If unsuccessful, <strong>the</strong> traveler must inform Human Resources of <strong>the</strong> situation.<br />
If required to book hotel, rates within <strong>the</strong> section 10.4 apply.<br />
9.12 Weekend/Saturday Night Stay-‐Over<br />
Weekend hotel stays and expenses for Visit <strong>California</strong> traveler are reimbursable if:<br />
The airfare savings accrued to The Company due to <strong>the</strong> Saturday night stay-‐over (including <strong>the</strong> cost of additional<br />
hotel and meal expenses) are at least $100 less in comparison to <strong>the</strong> alternate itinerary.<br />
The traveler’s manager must approve this prior to travel and documentation of savings must be submitted with <strong>the</strong><br />
Expense Report.<br />
Acceptable documentation must reflect <strong>the</strong> savings as verified by <strong>the</strong> travel counsellor.<br />
The traveler must remain at <strong>the</strong> same business city to qualify for this reimbursement.<br />
9.13 Cancellations<br />
Travelers are responsible for cancelling air reservations by using <strong>the</strong> same method as <strong>the</strong>ir booking procedure (i.e. online<br />
booking tool or contacting American Express Business).<br />
9.14 Unused Airline Tickets<br />
Unused airline tickets or flight coupons must never be discarded or destroyed as <strong>the</strong>se documents may have a cash value. To<br />
expedite refunds:<br />
Unused or partially used airline tickets must be returned immediately to <strong>the</strong> Designated Travel Agency.<br />
Unused tickets must NOT be returned to <strong>the</strong> airline directly.<br />
Travelers must NOT submit unused tickets with <strong>the</strong> expense reimbursement report.<br />
For unused e-‐tickets and non-‐refundable or penalty fares, contact <strong>the</strong> Designated Travel Agency.<br />
9.15 Lost or Excess Baggage<br />
The ultimate responsibility for retrieving and compensating for lost baggage lies with <strong>the</strong> airlines. The Company will<br />
reimburse employees up to $75 per day for personal items lost while traveling on business. In <strong>the</strong> event of lost luggage,<br />
employees are required to immediately inform Human Resources. If <strong>the</strong> airline reimburses <strong>the</strong> traveler for lost luggage, The<br />
Company will not reimburse <strong>the</strong> allotted $75 per day. Employees will be reimbursed for excess baggage charges only in <strong>the</strong><br />
following circumstances:<br />
When traveling with heavy or bulky materials or equipment necessary for business.<br />
The excess baggage consists of company records or property.<br />
When traveling for more than 14 days.<br />
9.16 Airport Parking<br />
Reimbursement for short-‐term (hourly) parking at airports is not permitted due to excessive cost. Travelers need to use<br />
daily, long-‐term or offsite parking and provide receipts for reimbursement. In all cases, <strong>the</strong> availability of airport shuttle<br />
service needs to be considered and used whenever possible. The cost of taxi or airport limousine service should be compared<br />
to <strong>the</strong> cost of parking and <strong>the</strong> lower cost alternative chosen.<br />
9.17 Overnight Hotels prior to flight<br />
Travelers are authorized to stay at hotel near airport <strong>the</strong> evening prior (subject to rates in section 10.4) if flight leaves at 6:00<br />
A.M. or earlier, or if <strong>the</strong> cost parking of airport parking and mileage reimbursement is more than <strong>the</strong> cost of hotel fly/park<br />
package.<br />
Visit <strong>California</strong> – Travel & Expense Management Policy Page 10 of 35
10.0 Lodging<br />
10.1 Preferred Hotel Program<br />
Visit <strong>California</strong> does not have a designated Preferred Hotel program at this time.<br />
10.2 Making Hotel Reservations<br />
All hotel reservations must be made directly with <strong>the</strong> hotel or through <strong>the</strong> internet, in an effort to secure <strong>the</strong> best rate.<br />
10.3 Hotel Payment Procedures<br />
Hotel costs must be paid upon departure. Travelers require a zero-‐balance receipt/folio statement upon checkout and must<br />
submit this documentation with <strong>the</strong> Expense Report.<br />
10.4 Hotel Selection and Spending Guidelines<br />
Travelers are not to exceed Visit <strong>California</strong>’s tiered rates as defined below:<br />
Maximum Nightly Rate – excluding taxes Tier 1 Tier 2 Tier 3 Tier 4<br />
Domestic $199 $249 $349 $399<br />
International $249 $299 $399 $449<br />
Prior approval must be obtained from <strong>the</strong> CEO, Vice Presidents, or Director of Finance and Human Resources for<br />
rates in excess of <strong>the</strong>se amounts.<br />
Lodging may only be claimed when employees are traveling over fifty (50) miles from Visit <strong>California</strong> headquarter<br />
office.<br />
Travelers will be reimbursed for actual hotel room costs as charged on <strong>the</strong> hotel invoice/folio.<br />
Travelers are required to verify <strong>the</strong> hotel room rate at check-‐in to avoid being overcharged. Travelers are<br />
encouraged to ask about <strong>the</strong> availability of special promotional rates at time of check-‐in; <strong>the</strong>se rates are market-‐<br />
driven and can be lower than Visit <strong>California</strong>’s negotiated rate.<br />
It is <strong>the</strong> traveler’s responsibility to review and dispute any discrepancies he might encounter on his hotel bill.<br />
Travelers staying a week or longer should inquire about weekly/long-‐term discounts.<br />
10.5 Hotel Upgrades<br />
Travelers are required to reserve standard rooms only. Travelers may accept room upgrades to suites or executive floor<br />
rooms ONLY if <strong>the</strong> upgrade is at no additional cost to The Company.<br />
10.6 Assured Reservations and Room Guarantee<br />
If <strong>the</strong> hotel has overbooked and a room is not available even though <strong>the</strong> room was guaranteed, it is <strong>the</strong> hotel’s responsibility<br />
to provide alternate accommodations at no incremental cost.<br />
10.7 Hotel Cancellation Procedures<br />
Travelers are responsible for cancelling hotel rooms and must ei<strong>the</strong>r:<br />
Use <strong>the</strong> online booking tool to cancel <strong>the</strong>ir reservations<br />
Contact <strong>the</strong> Designated Travel Agency<br />
Travelers must request and record <strong>the</strong> cancellation number in case of billing disputes. Note: Cancellation deadlines are based<br />
on <strong>the</strong> local time of <strong>the</strong> property and may vary by property.<br />
Travelers will not be reimbursed for “no-‐show” or cancellation charges unless <strong>the</strong>re is sufficient evidence that <strong>the</strong> billing is in<br />
error, i.e., a cancellation number was obtained.<br />
10.8 Early Check-‐Out Procedures<br />
If <strong>the</strong> traveler is required to check out earlier than stated on <strong>the</strong> reservation due to business requirements, any fee charged<br />
by <strong>the</strong> hotel for early check-‐out is reimbursable. The traveler should consult with <strong>the</strong> hotel reservations desk to determine if<br />
a check-‐out fee is applicable.<br />
10.9 Hotel Health and Fitness Center Charges<br />
Hotel and fitness center charges will not be reimbursed.<br />
10.10 Lodging in a Private Residence in Lieu of Hotel<br />
Travelers staying in a private residence with family or friends while traveling on business is allowed, however no<br />
reimbursement is allowed.<br />
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10.11 Hotel Frequent Guest Programs<br />
Many hotels have frequent guest programs that reward travelers with free accommodations in exchange for a given number<br />
of paid room nights at <strong>the</strong> hotel. Travelers may retain awards from such programs for personal use. Participation in <strong>the</strong>se<br />
programs must not influence hotel selection, which would result in incremental cost beyond The Company’s specially<br />
negotiated rate. Any membership fees associated with joining <strong>the</strong>se programs are not reimbursable. At no time will Visit<br />
<strong>California</strong> intervene in <strong>the</strong> reconciliation of hotel frequent guest program eligibility or coverage issues.<br />
11.0 Car Rental<br />
11.1 Preferred Rental Car Suppliers<br />
Visit <strong>California</strong> does not have a preferred rental car supplier at this time.<br />
11.2 Making Car Rental Reservations<br />
Employees are permitted to make reservations directly with <strong>the</strong> supplier.<br />
The use of a rental vehicle is justified only when it is more economical than <strong>the</strong> local ground transportation<br />
alternative, taking safety and travel time into consideration. Personal convenience is NOT acceptable justification.<br />
Private sedan service with driver is not permitted unless approved in advance by <strong>the</strong> CEO or Director of Finance.<br />
Travelers must consider vehicle rental TO <strong>the</strong>ir destination when:<br />
o Driving is more cost-‐effective than airline or rail travel<br />
o Required to transport large or bulky materials<br />
Travelers may rent a vehicle AT <strong>the</strong>ir destination when:<br />
o It is less expensive than o<strong>the</strong>r transportation modes such as taxis, airport limousines and airport shuttles<br />
o Entertaining customers<br />
o More than two (2) employees are traveling toge<strong>the</strong>r<br />
11.3 Rental Car Payment Procedures<br />
All travelers must pay for <strong>the</strong> invoiced cost of <strong>the</strong> rental. The car rental agreement and proof of payment must accompany<br />
<strong>the</strong> expense report.<br />
The Corporate Card provides some insurance coverage. Refer to Section 11.7 for detailed insurance coverage<br />
for rental vehicles.<br />
When picking up a rental car, travelers should check with <strong>the</strong> rental car customer service representative for any<br />
promotional rates, last-‐minute specials or free upgrades. Traveler should also inspect <strong>the</strong> car and note any<br />
existing damage on <strong>the</strong> contract before <strong>the</strong> vehicle is accepted.<br />
It is <strong>the</strong> traveler’s responsibility to review and dispute any discrepancies encountered on <strong>the</strong> car rental invoice.<br />
11.4 Rental Car Size Guidelines<br />
Intermediate size (or smaller) cars will be reimbursed for employees traveling alone or in a group of up to three (3)<br />
employees, unless extenuating circumstances (e.g., medical, physical, etc.) dictate o<strong>the</strong>rwise. A full size vehicle is permitted if<br />
<strong>the</strong> traveler is required to transport bulky equipment or more than three (3) employees travel toge<strong>the</strong>r in a single vehicle.<br />
Approval prior to booking is required for any vehicle larger than Intermediate size by <strong>the</strong> CEO or Director of Finance.<br />
11.5 Rental Car Upgrades<br />
Travelers may accept car rental upgrades only if <strong>the</strong>re is no additional cost to The Company.<br />
11.6 Rental Car Accessories<br />
Costs associated with car accessories such as car seats, satellite radio, etc. are not reimbursable. GPS systems will be<br />
reimbursed.<br />
11.7 Car Rental Insurance<br />
The traveler should accept all optional insurance premiums, including Collision Damage Waiver/Loss Damage Waiver.<br />
Travelers will not be liable for damage of rental car/personal injury when on business-‐related travel.<br />
Travelers should not use personal car insurance as <strong>the</strong>ir business-‐related car rental insurance.<br />
11.8 Rental Car Cancellation Procedures<br />
Travelers are responsible for cancelling rental car reservations by using <strong>the</strong> same method as <strong>the</strong>ir booking procedure (i.e.<br />
online, contacting American Express Business Travel Services or <strong>the</strong> rental car agency directly). If <strong>the</strong> car rental agency is<br />
contacted directly, <strong>the</strong> traveler must request and record <strong>the</strong> cancellation number in case of billing disputes.<br />
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11.9 Returning Rental Cars and One Way Rentals<br />
All rental cars must be returned to <strong>the</strong> city of origin unless a one-‐way rental has been approved prior to travel by <strong>the</strong> CEO or<br />
Director of Finance. The vehicle must be returned in <strong>the</strong> condition received and at <strong>the</strong> specified time to avoid charges for<br />
damages or additional hours.<br />
11.10 Refuelling Rental Car Prior to Return<br />
The rental vehicle must be returned with a full tank of gas to avoid refuelling fees by <strong>the</strong> car rental company.<br />
Fuel charges are reimbursable.<br />
The fill-‐up option must not be purchased.<br />
11.11 Rental Car Accidents<br />
Should an accident occur while driving a rental car, travelers must immediately contact:<br />
Local authorities, as required<br />
Visit <strong>California</strong>’s Director of Finance and Human Resources<br />
The rental car company.<br />
The traveler is required to obtain and keep a copy of <strong>the</strong> accident report. The insurance company and car rental agency<br />
requires a written accident report and police report; in addition, <strong>the</strong> insurance company requires <strong>the</strong> final rental invoice,<br />
which includes <strong>the</strong> costs related to <strong>the</strong> accident. It is <strong>the</strong> traveler’s responsibility to obtain <strong>the</strong>se reports.<br />
11.12 Parking and Toll Charges<br />
Necessary parking and toll charges are reimbursable.<br />
11.13 Traffic and Parking Violations<br />
Traffic and parking violations while operating a rental vehicle or a personal vehicle for business purposes are not<br />
reimbursable.<br />
12.0 Rail Travel<br />
12.1 Making Rail Travel Reservations<br />
Rail may be used when:<br />
It is less expensive than air travel and adds no more than one and a half hours to <strong>the</strong> total travel time.<br />
Total elapsed travel is less than if driving.<br />
All rail travel reservations must be made through <strong>the</strong> Online Booking Tool. Travelers are responsible for cancelling rail<br />
reservations by using <strong>the</strong> same method as <strong>the</strong>ir booking procedure (i.e. online, contacting American Express Business Travel<br />
Services or contacting <strong>the</strong> rail company directly). If <strong>the</strong> Rail Company is contacted directly, <strong>the</strong> traveler must request and<br />
record <strong>the</strong> cancellation number in case of billing disputes.<br />
12.2 Rail Travel Payment Procedures<br />
All travelers must use <strong>the</strong>ir pay to make all rail reservations and to pay for <strong>the</strong> tickets. Unused tickets must be returned<br />
immediately to rail company for refund.<br />
12.3 Class of Service – Rail Travel<br />
Rail travel must be booked in Coach/Economy class.<br />
13.0 O<strong>the</strong>r Transportation<br />
13.1 Personal Car Usage Guidelines<br />
Employees may use <strong>the</strong>ir personal car for business purposes under <strong>the</strong> following conditions:<br />
If it is less expensive than renting a car, taking a taxi or alternate transportation<br />
If it is more timely than taking public transportation<br />
When transporting company goods for delivery<br />
Frequent use of personal vehicles for business is discouraged. It is <strong>the</strong> personal responsibility of <strong>the</strong> owner of a vehicle being<br />
used for business to carry adequate insurance coverage for <strong>the</strong>ir protection and for <strong>the</strong> protection of any passengers.<br />
13.2 Reimbursement for Personal Car Usage<br />
Travelers will be reimbursed for business usage of personal cars at <strong>the</strong> Business Mileage Rate set by <strong>the</strong> IRS. Personal mileage<br />
reimbursement is intended to cover all costs related to operation of <strong>the</strong> vehicle including service, maintenance (gas, oil),<br />
insurance and depreciation. Mileage reimbursement excludes normal round trip to and from work, unless o<strong>the</strong>rwise<br />
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approved in writing. If an employee chooses <strong>the</strong> option to drive instead of fly <strong>the</strong> reimbursement of mileage will not exceed<br />
<strong>the</strong> cost of an airline ticket, at time of reservation request. If driving v. flying is chosen, traveler must include a list of flights<br />
for dates of travel or no reimbursement will be given. Under no circumstances will Visit <strong>California</strong> reimburse an employee for<br />
insurance premiums for a personal vehicle used for business purposes nor any damage resulting from an accident while using<br />
<strong>the</strong> vehicle for business purposes.<br />
To be reimbursed for use of a personal car for business, travelers must provide on <strong>the</strong> expense report:<br />
Purpose of <strong>the</strong> trip<br />
Date and location<br />
Receipts for tolls and parking<br />
Mileage log, or online map with mileage (ie. Google maps, MapQuest, etc)<br />
13.3 O<strong>the</strong>r Ground Transportation<br />
The most economical mode of transportation must be used to and from airports, bus and rail terminals when <strong>the</strong> employee is<br />
not accompanying a customer.<br />
All charges must be supported by receipts.<br />
Employees traveling to <strong>the</strong> same location should share ground transportation to and from <strong>the</strong> airport whenever<br />
possible.<br />
The use of taxis is encouraged for local travel, where no o<strong>the</strong>r more economical means of transportation is<br />
available (i.e. airport shuttle/private car) or for short-‐term trips at foreign locations where ground<br />
transportation is anticipated to be only required for <strong>the</strong> trip to and from <strong>the</strong> airport and hotel.<br />
Travelers will be reimbursed for personal car mileage to and from <strong>the</strong> airport less <strong>the</strong>ir normal home-‐to-‐office-‐<br />
commute if <strong>the</strong> use of a personal vehicle is <strong>the</strong> most economical.<br />
Reimbursement for short-‐term parking at airports is not permitted due to excessive cost; travelers must use<br />
general, long term or offsite parking and provide receipts for reimbursement.<br />
Private limousines or car services should be used only when valid business reasons preclude <strong>the</strong> use of more<br />
economical modes of transportation. Approval by CEO or Director of Finance. prior to booking is required.<br />
Employees may use ferries, car ferries or <strong>the</strong> Channel Tunnel where <strong>the</strong> total cost is less than air or rail fare to<br />
<strong>the</strong> same location and <strong>the</strong>re is no loss of working hours.<br />
14.0 Spouse/Companion Accompaniment During Business Travel<br />
Visit <strong>California</strong> will not reimburse travel and entertainment expenses incurred by a spouse or o<strong>the</strong>r individual accompanying<br />
an employee on business unless:<br />
There is a bona fide business purpose and material and direct benefit to The Company for taking <strong>the</strong> spouse or<br />
o<strong>the</strong>r individual.<br />
The spouse/companion is a Company employee and is required to be in attendance.<br />
Visit <strong>California</strong> invites <strong>the</strong> spouse/companion to attend.<br />
The companion/spouse:<br />
Requests for reimbursement must be made on a separate expense form but accompany <strong>the</strong> expense form of<br />
<strong>the</strong> employee.<br />
Is subject to <strong>the</strong> same travel policy guidelines as <strong>the</strong> employee.<br />
May accompany an employee on a business trip at <strong>the</strong> employee’s expense; however Visit <strong>California</strong> will not be<br />
responsible for making <strong>the</strong> travel reservations for those individuals accompanying <strong>the</strong> employee. An outside<br />
agency should be considered and all related charges are <strong>the</strong> personal responsibility of <strong>the</strong> traveler.<br />
The employee will be advised of any tax implications associated with company-‐paid spousal travel and <strong>the</strong> necessary tax<br />
treatment will be completed by <strong>the</strong> Payroll Department.<br />
15.0 Personal/Vacation Travel<br />
15.1 Combining Personal with Business Travel – General Guideline<br />
Personal/vacation travel may be combined with business travel:<br />
Provided <strong>the</strong>re is no additional cost to The Company.<br />
Visit <strong>California</strong> will NOT pay for vacation expenses such as sightseeing, bus tours, souvenirs and personal expenses, such as<br />
movies, health club fees and meals.<br />
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15.2 Use of Company Negotiated Rates for Personal Travel<br />
Negotiated air discounts can be used for personal travel, but <strong>the</strong> employee is responsible for paying for all fee’s<br />
associated with <strong>the</strong> personal travel.<br />
Negotiated hotel and rental car rates may be used for personal travel, but <strong>the</strong> employee is responsible for<br />
paying for all fee’s associated with <strong>the</strong> personal travel.<br />
16.0 Meals & Entertainment<br />
16.1 Personal Meal Expenses<br />
Personal meals are defined as meal expenses incurred by <strong>the</strong> individual traveler when on an out-‐of-‐town business trip.<br />
Travelers will NOT be reimbursed for personal meals when in <strong>the</strong>ir home city unless attending conference or<br />
training or o<strong>the</strong>r business related activity.<br />
Personal meal expenses will be reimbursed according to actual cost of meal.<br />
Meal expenses may be claimed within fifty (50) miles of <strong>the</strong> Visit <strong>California</strong> Office if:<br />
o Such expenses are a direct business benefit to Visit <strong>California</strong>, which can be clearly demonstrated and<br />
must be pre-‐approved by a Vice President, CEO, or Director of Finance with written documentation;<br />
and, all o<strong>the</strong>r criteria for claiming <strong>the</strong> meal are met.<br />
o The IRS recognizes that circumstances may require that meal limits may be exceeded, depending on<br />
<strong>the</strong> guests and location of <strong>the</strong> meal (both in domestic urban areas and international venues). As a<br />
result, Visit <strong>California</strong> policy is to request itemized justification for meals in excess of $25.00 per<br />
person.<br />
o For entertainment expenses, amounts in excess of $100 per person will also require justification and<br />
prior approval of <strong>the</strong> CEO.<br />
16.2 Spending Guidelines and Limits<br />
Travelers will be reimbursed for actual documented meal expenses (i.e. with proper and original receipts). These guidelines<br />
include taxes, delivery charges, and gratuities. Itemized receipts are required for any charge over $25.00:<br />
Tier 1 Tier 2 Tier 3 Tier 4<br />
Daily Meal Allowance $100 $125 $200 $250<br />
Daily Incidentals $20 $25 $30 $35<br />
16.3 Employees Dining Toge<strong>the</strong>r<br />
When more than one employee is present at a business meal, <strong>the</strong> most senior level individual is required to pay and expense<br />
<strong>the</strong> bill.<br />
16.4 Business Meal Expenses<br />
Business Meals are defined as meals taken with customers or suppliers during which a specific business discussion or meeting<br />
takes place. Employees will be reimbursed for business meal expenses according to actual and reasonable costs. Business<br />
meal expenses will be reimbursed only when <strong>the</strong> employee can demonstrate a clear business purpose. Must be approved by<br />
a VP, CEO or Director of Finance.<br />
The expense report must provide:<br />
The specific business purpose of <strong>the</strong> meal.<br />
The name(s) and title(s) of all attendees.<br />
Name and location where meal/event took place.<br />
The Company affiliation.<br />
Exact amount and date of <strong>the</strong> expense.<br />
Itemized receipt of all charges.<br />
16.5 Business Meals Taken With O<strong>the</strong>r Employees<br />
Employees may be reimbursed for business-‐related meals taken with o<strong>the</strong>r employees ONLY if one of <strong>the</strong> following<br />
circumstances applies:<br />
When a customer or supplier is present.<br />
When, for confidentiality reasons, business need to be conducted off company premises.<br />
When authorized by <strong>the</strong> employee’s supervisor or manager for testimonial reward, recognition or o<strong>the</strong>r<br />
appropriate business purpose.<br />
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16.6 Entertaining Customers<br />
Entertainment includes events such as country clubs, <strong>the</strong>atres and sporting events, whereby a business discussion takes place<br />
during, immediately before or immediately after <strong>the</strong> event.<br />
Entertainment expense is strictly limited to those employees authorized (Director or above) to entertain customers,<br />
suppliers, or guests as part of normal business relationships. Travelers will be reimbursed for entertaining customers or<br />
suppliers:<br />
If <strong>the</strong> person entertained has a potential or actual business relationship with The Company, or<br />
If <strong>the</strong> expenditure directly precedes, includes or follows a business discussion that would benefit The Company.<br />
The following documentation is required for expense reporting:<br />
The specific business purpose of <strong>the</strong> meal<br />
The name(s) and title(s) of all attendees<br />
Name and location where meal/event took place<br />
The Company Affiliation<br />
Exact amount and date of <strong>the</strong> expense<br />
Itemized receipt<br />
16.7 Meal Reimbursement for Working Late/During Holiday or Weekend<br />
Meals taken by an employee who is required to work in <strong>the</strong> office (away from home) for more than 10 hours per day or<br />
during a holiday or weekend may be reimbursed up to a maximum of $15 per meal. An original receipt with nature of work<br />
performed documented on <strong>the</strong> receipt must accompany <strong>the</strong> expense report.<br />
16.8 Alcohol Consumption<br />
The consumption of alcohol during a personal meal, business meal or business entertainment is reimbursable within <strong>the</strong><br />
guidelines set forth Section 16.2. Company employees are to fully consider <strong>the</strong> appropriateness of alcohol during company<br />
events and The Company's liability when serving and/or consuming alcohol. Purchasing of alcohol for customers, suppliers,<br />
guests is strictly limited to those employees authorized (Director or above) to entertain customers, suppliers, or guests as<br />
part of normal business relationships.<br />
16.9 Documentation and Government Tax Reporting Requirements<br />
Visit <strong>California</strong> employees must submit an original itemized receipt with <strong>the</strong> expense report for any individual meal, business<br />
meal or entertainment expense regardless of amount. Contractors or vendors are allowed to submit photocopies of <strong>the</strong><br />
itemized receipt, but are encouraged to submit <strong>the</strong> original if applicable. In addition, for business meal and entertainment<br />
expenses, <strong>the</strong> following documentation is required for taxation purposes, and must be recorded on <strong>the</strong> expense report:<br />
Names of individuals present, <strong>the</strong>ir titles and company name<br />
Name and location of where <strong>the</strong> meal or event took place<br />
Exact amount and date of <strong>the</strong> expense<br />
Specific business topic discussed<br />
17.0 Tipping/Gratuities<br />
Gratuities for services such as those listed below will be reimbursed, based on <strong>the</strong> destination and quality of service<br />
rendered:<br />
Airport Skycap Porter $1-‐2 per bag<br />
Bell Service/Porter $1-‐2 per bag<br />
Valet Parking $1-‐$2 (if baggage, $1-‐2 per bag)<br />
Lobby Attendant (None for opening doors or calling a taxi from <strong>the</strong> stand; $1 for help with luggage or obtaining<br />
a taxi from <strong>the</strong> street)<br />
Housekeeping $1-‐$2 per day<br />
Taxi drivers 15% of <strong>the</strong> total fare<br />
Wait Staff 15% of <strong>the</strong> total bill (excluding taxes)<br />
Any tips considered excessive will not be reimbursed.<br />
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18.0 Travel-‐Related Telecom<br />
18.1 Business Phone Calls<br />
Employees traveling are encouraged to obtain a company issued cell phone for phone usage. Travelers will be reimbursed<br />
when using <strong>the</strong>ir personal telephone calling cards or home phone for business phone calls:<br />
Which are reasonable and necessary.<br />
With an original copy of <strong>the</strong> bill attached to <strong>the</strong> expense report form.<br />
18.2 Personal Phone Calls While Traveling<br />
Travelers will be reimbursed for personal telephone calls while traveling on business, not to exceed 60 minutes per day.<br />
Employees may use company issued cell phones for personal calls, but are limited to 60 minutes per day when traveling<br />
internationally.<br />
18.3 Air/Rail-‐Phone Usage<br />
Except in an emergency, or when a critical business issue is involved and no alternative exists, travelers are prohibited from<br />
using air phones, rail phones or phones in car services.<br />
18.4 Hotel Telephone Usage<br />
To avoid substantial charges added by hotels to telephone bills, travelers must:<br />
Use a calling card, public phone, mobile phone, or call collect whenever possible.<br />
Use a toll-‐free number for business calls whenever possible.<br />
Have <strong>the</strong> home office place <strong>the</strong> call or call collect when traveling outside your country.<br />
Phone from local Company offices whenever possible.<br />
18.5 Mobile Phone and PDA Reimbursement<br />
Travelers will not be reimbursed for Mobile Phone or PDA costs. Travelers are encouraged to use company issued loaner<br />
device if one has not been assigned to <strong>the</strong>m.<br />
18.6 Hotel/Airport Internet Access<br />
Visit <strong>California</strong> employees will be reimbursed <strong>the</strong> actual cost of internet (Wired or WiFi) at:<br />
The hotel where employee’s are staying.<br />
Airports.<br />
Traveler is encouraged to utilize free WiFi whenever possible.<br />
19.0 Travel Insurance<br />
19.1 Insurance Coverage During Travel<br />
Employees, traveling on authorized company business, are covered by <strong>the</strong> same programs as if <strong>the</strong>y were working within Visit<br />
<strong>California</strong>’s premises.<br />
19.2 Travel Insurance Coverage<br />
Under <strong>the</strong> terms of The Company’s agreement with Corporate Card provider, all travelers using <strong>the</strong> Corporate Card<br />
automatically receive accidental death and dismemberment insurance of up to $500,000, in effect during travel on common<br />
carriers, when tickets are charged to an eligible Corporate Card.<br />
19.3 Additional Travel Insurance Purchased by Travelers<br />
Visit <strong>California</strong> will NOT reimburse expenses for additional travel insurance coverage purchased by employees.<br />
19.4 Loss/Theft of Valuables While Traveling<br />
If a loss of Visit <strong>California</strong> property occurs, <strong>the</strong> incident must be reported to <strong>the</strong> Director of Finance and Human<br />
Resources immediately.<br />
If <strong>the</strong> loss is <strong>the</strong> result of <strong>the</strong>ft a written report should be made to local law enforcement authorities and a copy<br />
of <strong>the</strong> report submitted to Visit <strong>California</strong>.<br />
For <strong>the</strong> loss or <strong>the</strong>ft of personal property, employees must file a claim with <strong>the</strong>ir personal property insurance<br />
company/agent to determine policy coverage. The Company will NOT reimburse expenses for <strong>the</strong> loss or <strong>the</strong>ft<br />
of personal items or valuables while traveling.<br />
Visit <strong>California</strong> – Travel & Expense Management Policy Page 17 of 35
20.0 Extended Stay/Temporary Assignment<br />
An extended stay or temporary assignment is defined as 20 calendar days or more away from <strong>the</strong> employee’s regular place of<br />
business, at <strong>the</strong> request of Visit <strong>California</strong> for purposes of carrying out Company-‐related activities. This type of assignment is<br />
subject to an individual contract and must contact <strong>the</strong> Director of Finance and Human Resources for more detailed<br />
information.<br />
21.0 O<strong>the</strong>r Reimbursable & Non-‐Reimbursable Expenses<br />
22.1 O<strong>the</strong>r Allowable Travel-‐Related Expenses<br />
The following incidental expenses, when directly related to business travel, may be reimbursable provided <strong>the</strong>y are<br />
appropriate in <strong>the</strong> country incurred, and are identified separately and supported by original receipts:<br />
Laundry, dry-‐cleaning and valet services for<br />
trips in excess of 4 nights.<br />
Parking & tolls<br />
Gasoline for rental vehicles<br />
Business phone calls<br />
Ground transportation<br />
Currency conversion costs<br />
Personal car mileage<br />
Seminar fees<br />
Taxies<br />
Visa and passport fees<br />
Immunization costs<br />
Emergency dependant care, if notification of<br />
need to travel is less than 48 hours, not to<br />
exceed $100 per day or $500/trip.<br />
22.2 Non-‐Reimbursable Expenses<br />
The Corporate Card can only be used to fund allowable Travel and Entertainment expenses. Under no circumstances can <strong>the</strong><br />
Corporate Card be used to pay for non-‐reimbursable expenses. The following is a list of expenses, although not all-‐inclusive,<br />
that are NOT reimbursable:<br />
Airline membership<br />
fees/dues<br />
Air, rail, car rental phone<br />
usage<br />
Annual dues on a<br />
personal credit card<br />
Barber/hairstylist<br />
expenses<br />
Car washes<br />
Club memberships or fees<br />
Corporate card<br />
delinquency fees<br />
Credit card rewards plans<br />
membership fees or<br />
personal credit card fees<br />
Dependant care, unless<br />
less than 48 hours notice<br />
of <strong>the</strong> need to travel was<br />
provided<br />
Donations to charity<br />
Expenses related to<br />
vacation or personal days<br />
while on a business trip<br />
for employee or travel<br />
companion<br />
Hotel room movies<br />
Hotel no-‐<br />
show/Cancellation<br />
Charges<br />
Hotel safe rentals<br />
Interest charges for credit<br />
cards<br />
Kennel fees/Doggie day<br />
care<br />
Lost cash<br />
Lost personal items and<br />
valuables<br />
Lost tickets<br />
Loyalty or rewards<br />
programs membership<br />
fees<br />
Luggage, briefcases<br />
movies<br />
Personal articles<br />
(toiletries, magazines)<br />
Personal entertainment<br />
Purchase of formal attire<br />
Routine car maintenance<br />
Shoe shine, shoe repair<br />
Snacks or o<strong>the</strong>r meals<br />
beyond breakfast, lunch<br />
or dinner<br />
Snow removal, lawn care<br />
Social activities that<br />
involve o<strong>the</strong>r employees<br />
(celebrations or wedding<br />
or o<strong>the</strong>r personal events,<br />
birthdays, farewell<br />
parties, etc.)<br />
Souvenirs, personal gifts<br />
Spa services<br />
Supplementary personal<br />
life insurance or o<strong>the</strong>r<br />
insurance premiums<br />
Traffic & parking fines<br />
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State City<br />
AL Birmingham<br />
AL Gulf Shores<br />
AL Huntsville<br />
AL Mobile<br />
AL Montgomery / Prattville<br />
AR Hot Springs<br />
AR Little Rock<br />
AZ Grand Canyon / Flagstaff<br />
AZ Kayenta<br />
AZ Phoenix / Scottsdale<br />
AZ Sedona<br />
AZ Sierra Vista<br />
AZ Tucson<br />
AZ Yuma<br />
CA Antioch / Brentwood / Concord<br />
CA Barstow / Ontario / Victorville<br />
CA Benicia / Dixon / Fairfield<br />
CA Death Valley<br />
CA Eureka / Arcata / McKinleyville<br />
CA Fresno<br />
CA Los Angeles<br />
CA Mammoth Lakes<br />
CA Mill Valley / San Rafael / Novato<br />
CA Modesto<br />
CA Monterey<br />
CA Napa<br />
CA Oakhurst<br />
CA Oakland<br />
CA Palm Springs<br />
CA Point Arena / Gualala<br />
CA Redding<br />
CA Sacramento<br />
22.0 Tiers by City<br />
Tier 1<br />
Domestic International<br />
Country City<br />
ARGENTINA Bariloche<br />
ARGENTINA Cordoba<br />
ARGENTINA Salta<br />
ARMENIA Yerevan<br />
AUSTRALIA Cairns<br />
AUSTRALIA Darwin, Nor<strong>the</strong>rn Territory<br />
AUSTRIA Innsbruck<br />
AUSTRIA Linz<br />
AUSTRIA Vienna<br />
BAHAMAS Andros Island<br />
BAHAMAS Eleu<strong>the</strong>ra Island<br />
BAHAMAS Grand Bahama Island<br />
BARBADOS Barbados<br />
BELGIUM Brugge<br />
BELGIUM Gosselies<br />
BELGIUM Kleine Brogel<br />
BELGIUM Liege<br />
BELGIUM Mons<br />
BELGIUM SHAPE/Chievres<br />
BELIZE Belize City<br />
BELIZE Belmopan<br />
BELIZE San Pedro<br />
BRAZIL Angra dos Reis<br />
BRAZIL Belem<br />
BRAZIL Belo Horizonte<br />
BRAZIL Brasilia<br />
BRAZIL Campinas<br />
BRAZIL Campo Grande<br />
BRAZIL Fortaleza<br />
BRAZIL Foz do Iguacu<br />
BRAZIL Goiania<br />
BRAZIL Joao Pessoa<br />
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CA San Diego<br />
CA San Luis Obispo<br />
CA San Mateo / Foster City / Belmont<br />
CA Santa Barbara<br />
CA Santa Cruz<br />
CA Santa Rosa<br />
CA South Lake Tahoe<br />
CA Sunnyvale / Palo Alto / San Jose<br />
CA Tahoe City<br />
CA Truckee<br />
CA Visalia / Lemoore<br />
CA West Sacramento<br />
CA Yosemite National Park<br />
CO Aspen<br />
CO Boulder / Broomfield<br />
CO Colorado Springs<br />
CO Cortez<br />
CO Crested Butte / Gunnison<br />
CO Denver / Aurora<br />
CO Douglas County<br />
CO Durango<br />
CO Fort Collins / Loveland<br />
CO Glenwood Springs / Grand Junction<br />
CO Montrose<br />
CO Silverthorne / Breckenridge<br />
CO Steamboat Springs<br />
CO Telluride<br />
CO Vail<br />
CT Bridgeport / Danbury<br />
CT Cromwell / Old Saybrook<br />
CT Hartford<br />
CT Lakeville / Salisbury<br />
CT New Haven<br />
CT New London / Groton<br />
DE Dover<br />
DE Lewes<br />
DE Wilmington<br />
FL Altamonte Springs<br />
FL Boca Raton / Delray Beach / Jupiter<br />
FL Bradenton<br />
BRAZIL Manaus<br />
BRAZIL Natal<br />
BRAZIL Porto Alegre<br />
BRAZIL Recife, Pernambuco<br />
BRAZIL Salvador da Bahia<br />
BRAZIL Sao Jose dos Campos<br />
BRAZIL Teresina<br />
CANADA Fredericton<br />
CANADA Gander, Newfoundland<br />
CANADA London, Ontario<br />
CANADA Mississauga<br />
CANADA Moncton<br />
CANADA Northwest Territories<br />
CANADA Prince Edward Island<br />
CANADA Regina, Saskatchewan<br />
CANADA Richmond<br />
CANADA Saskatoon, Saskatchewan<br />
CANADA Sidney<br />
CANADA St. John's, Newfoundland<br />
CANADA Vancouver<br />
CANADA Victoria<br />
CANADA Winnipeg<br />
CAYMAN ISLANDS Cayman Islands<br />
CHILE Santiago<br />
CHINA Changchun<br />
CHINA Chengdu<br />
CHINA Chongqing<br />
CHINA Dalian<br />
CHINA Fuzhou<br />
CHINA Guangzhou<br />
CHINA Guilin<br />
CHINA Hangzhou<br />
CHINA Harbin<br />
CHINA Jinan<br />
CHINA Kunming<br />
CHINA Lhasa<br />
CHINA Lijiang<br />
CHINA Nanjing<br />
CHINA Ningbo<br />
CHINA Qingdao<br />
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FL Cocoa Beach<br />
FL Daytona Beach<br />
FL Fort Lauderdale<br />
FL Fort Myers<br />
FL Fort Walton Beach / De Funiak Springs<br />
FL Gainesville<br />
FL Gulf Breeze<br />
FL Jacksonville / Jacksonville Beach / Mayport Naval Station<br />
FL Key West<br />
FL Kissimmee<br />
FL Lakeland<br />
FL Miami<br />
FL Naples<br />
FL Ocala<br />
FL Orlando<br />
FL Panama City<br />
FL Pensacola<br />
FL Punta Gorda<br />
FL Sarasota<br />
FL Sebring<br />
FL St. Augustine<br />
FL Stuart<br />
FL Tallahassee<br />
FL Tampa / St. Petersburg<br />
FL Vero Beach<br />
GA A<strong>the</strong>ns<br />
GA Atlanta<br />
GA Augusta<br />
GA Columbus<br />
GA Jekyll Island / Brunswick<br />
GA Savannah<br />
IA Cedar Rapids<br />
IA Dallas County<br />
IA Des Moines<br />
ID Bonner's Ferry / Sandpoint<br />
ID Coeur d'Alene<br />
ID Driggs / Idaho Falls<br />
ID Sun Valley / Ketchum<br />
IL Bolingbrook / Romeoville / Lemont<br />
IL Chicago<br />
CHINA Sanya<br />
CHINA Shantou<br />
CHINA Shenyang<br />
CHINA Suzhou<br />
CHINA Tianjin<br />
CHINA Urumqi<br />
CHINA Wuhan<br />
CHINA Xiamen<br />
CROATIA Split<br />
CROATIA Split<br />
CROATIA Zagreb<br />
CZECH REPUBLIC Brno<br />
FRANCE Aix-‐en-‐Provence<br />
FRANCE Clermont-‐Ferrand<br />
FRANCE Istres<br />
FRANCE Le Havre<br />
FRANCE Lille<br />
FRANCE Montpellier<br />
FRANCE Rennes<br />
GERMANY Aachen<br />
GERMANY Chemnitz<br />
GERMANY Garmisch-‐Partenkirchen<br />
GERMANY Leipzig<br />
GERMANY Oberammergau<br />
GERMANY Weimar<br />
GREECE A<strong>the</strong>ns<br />
GREECE Iraklion (Crete)<br />
INDIA Agra<br />
INDIA Trivandrum<br />
IRELAND Cork<br />
ITALY Bari<br />
ITALY Bolzano<br />
ITALY Gaeta<br />
ITALY Gaeta<br />
ITALY La Spezia<br />
ITALY Pisa<br />
ITALY Pordenone-‐Aviano<br />
ITALY Ravenna<br />
ITALY Vicenza<br />
JAPAN Akita<br />
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IL O'Fallon / Fairview Heights / Collinsville<br />
IL Oak Brook Terrace<br />
IL Springfield<br />
IN Bloomington<br />
IN Ft. Wayne<br />
IN Hammond / Munster / Merrillville<br />
IN Indianapolis / Carmel<br />
IN Lafayette / West Lafayette<br />
IN Michigan City<br />
IN South Bend<br />
IN Valparaiso / Burlington Beach<br />
KS Kansas City / Overland Park<br />
KS Wichita<br />
KY Boone County<br />
KY Kenton County<br />
KY Lexington<br />
KY Louisville<br />
LA Alexandria / Leesville / Natchitoches<br />
LA Baton Rouge<br />
LA Covington / Slidell<br />
LA Lafayette<br />
LA New Orleans<br />
LA New Orleans<br />
MA Andover<br />
MA Boston / Cambridge<br />
MA Burlington / Woburn<br />
MA Falmouth<br />
MA Hyannis<br />
MA Martha's Vineyard<br />
MA Nantucket<br />
MA Northampton<br />
MA Pittsfield<br />
MA Plymouth / Taunton / New Bedford<br />
MA Quincy<br />
MA Springfield<br />
MA Worcester<br />
MD Aberdeen / Bel Air / Belcamp<br />
MD Annapolis<br />
MD Baltimore City<br />
MD Baltimore County<br />
JAPAN Aomori<br />
JAPAN Asahikawa<br />
JAPAN Chitose<br />
JAPAN Fukui<br />
JAPAN Fukuyama<br />
JAPAN Hiroshima<br />
JAPAN Kanazawa<br />
JAPAN Kochi<br />
JAPAN Komaki<br />
JAPAN Kure<br />
JAPAN Kushiro<br />
JAPAN Matsue<br />
JAPAN Matsuyama<br />
JAPAN Morioka<br />
JAPAN Nara<br />
JAPAN Niigata<br />
JAPAN Obihiro<br />
JAPAN Oita<br />
JAPAN Otsu<br />
JAPAN Oyama<br />
JAPAN Sasebo<br />
JAPAN Shiga<br />
JAPAN Takamatsu<br />
JAPAN Tokushima<br />
JAPAN Tottori<br />
JAPAN Toyama<br />
JAPAN Toyonaka<br />
JAPAN Tsu<br />
JAPAN Wakayama<br />
JAPAN Yamato<br />
JAPAN Yokohama<br />
JAPAN Yokota<br />
KOREA Changwon<br />
KOREA Chinju<br />
KOREA Chongju<br />
KOREA Chonju<br />
KOREA Chung Ju<br />
KOREA Incheon<br />
KOREA Kimhae<br />
KOREA Kumi<br />
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MD Cambridge / St. Michaels<br />
MD Centreville<br />
MD Columbia<br />
MD Frederick<br />
MD Hagerstown<br />
MD La Plata / Indian Head / Waldorf<br />
MD Lexington Park / Leonardtown / Lusby<br />
MD Ocean City<br />
ME Bar Harbor<br />
ME Kennebunk / Kittery / Sanford<br />
ME Portland<br />
ME Rockport<br />
MI Ann Arbor<br />
MI Benton Harbor / St. Joseph / Stevensville<br />
MI Detroit<br />
MI East Lansing / Lansing<br />
MI Grand Rapids<br />
MI Holland<br />
MI Kalamazoo / Battle Creek<br />
MI Mackinac Island<br />
MI Midland<br />
MI Mount Pleasant<br />
MI Muskegon<br />
MI Petoskey<br />
MI Pontiac / Auburn Hills<br />
MI South Haven<br />
MI Traverse City and Leland<br />
MN Duluth<br />
MN Eagan / Burnsville / Mendota Heights<br />
MN Minneapolis / St. Paul<br />
MN Rochester<br />
MO Columbia<br />
MO Jefferson City<br />
MO Kansas City<br />
MO St. Louis<br />
MO St. Robert<br />
MS Gulfport / Biloxi<br />
MS Hattiesburg<br />
MS Oxford<br />
MS Southaven<br />
KOREA Kwangju<br />
KOREA Kyongju<br />
KOREA Masan<br />
KOREA Pohang<br />
KOREA Pyongtaek<br />
KOREA Sokcho<br />
KOREA Taegu<br />
KOREA Taejon<br />
KOREA Uijongbu<br />
KOREA Ulsan<br />
MEXICO Acapulco<br />
MEXICO Cabo San Lucas<br />
MEXICO Campeche<br />
MEXICO Cancun<br />
MEXICO Chihuahua<br />
MEXICO Ciudad Juarez<br />
MEXICO Ciudad Victoria<br />
MEXICO Colima<br />
MEXICO Cozumel<br />
MEXICO Cuernavaca<br />
MEXICO Culiacan<br />
MEXICO Ensenada<br />
MEXICO Guadalajara<br />
MEXICO Hermosillo<br />
MEXICO Huatulco<br />
MEXICO Ixtapa Zihuatanejo<br />
MEXICO La Paz<br />
MEXICO Manzanillo<br />
MEXICO Matamoros<br />
MEXICO Mazatlan<br />
MEXICO Merida<br />
MEXICO Mexicali<br />
MEXICO Monterrey<br />
MEXICO Morelia<br />
MEXICO Nogales<br />
MEXICO Nuevo Laredo<br />
MEXICO Playa del Carmen, Quintana Roo<br />
MEXICO Playa del Carmen, Quintana Roo<br />
MEXICO Puebla<br />
MEXICO Puerto Penasco<br />
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MS Starkville<br />
MT Big Sky / West Yellowstone<br />
MT Butte<br />
MT Helena<br />
MT Missoula / Polson / Kalispell<br />
NC Asheville<br />
NC Atlantic Beach / Morehead City<br />
NC Chapel Hill<br />
NC Charlotte<br />
NC Durham<br />
NC Fayetteville<br />
NC Greensboro<br />
NC Greenville<br />
NC Kill Devil<br />
NC New Bern / Havelock<br />
NC Raleigh<br />
NC Wilmington<br />
NC Winston-‐Salem<br />
NE Omaha<br />
NH Concord<br />
NH Conway<br />
NH Durham<br />
NH Laconia<br />
NH Lebanon / Lincoln / West Lebanon<br />
NH Manchester<br />
NH Portsmouth<br />
NJ Atlantic City / Ocean City / Cape May<br />
NJ Belle Mead<br />
NJ Cherry Hill / Moorestown<br />
NJ Eatontown / Freehold<br />
NJ Edison / Piscataway<br />
NJ Flemington<br />
NJ Newark<br />
NJ Parsippany<br />
NJ Princeton / Trenton<br />
NJ Springfield / Cranford / New Providence<br />
NJ Toms River<br />
NM Albuquerque<br />
NM Las Cruces<br />
NM Los Alamos<br />
MEXICO Puerto Vallarta<br />
MEXICO Queretaro<br />
MEXICO San Carlos<br />
MEXICO San Jose del Cabo<br />
MEXICO San Miguel de Allende<br />
MEXICO Tapachula<br />
MEXICO Tijuana<br />
MEXICO Veracruz<br />
MEXICO Zacatecas<br />
NEW ZEALAND Auckland<br />
NEW ZEALAND Christchurch<br />
NEW ZEALAND Queenstown<br />
NEW ZEALAND Rotarua<br />
NEW ZEALAND Wellington<br />
POLAND Gdansk<br />
POLAND Poznan<br />
POLAND Warsaw<br />
POLAND Wroclaw<br />
POLAND Zakopane<br />
PORTUGAL Cascais<br />
PORTUGAL Estoril<br />
PORTUGAL Faial Island<br />
PORTUGAL Faial Island<br />
PORTUGAL Lisbon<br />
PORTUGAL Madeira Islands<br />
PORTUGAL Oeiras<br />
PORTUGAL Oporto<br />
PORTUGAL Oporto<br />
PORTUGAL Ponta Delgada<br />
PORTUGAL Sao Miguel Island<br />
SPAIN Almeria<br />
SPAIN Bilbao<br />
SPAIN Fuengirola<br />
SPAIN La Coruna<br />
SPAIN Malaga<br />
SPAIN Marbella<br />
SPAIN Oviedo<br />
SPAIN San Sebastian<br />
SPAIN Santa Cruz de Tenerife<br />
SPAIN Seville<br />
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NM Santa Fe<br />
NM Taos<br />
NV Incline Village / Reno / Sparks<br />
NV Las Vegas<br />
NV Stateline, Carson City<br />
NY Albany<br />
NY Binghamton / Owego<br />
NY Buffalo<br />
NY Floral Park / Garden City / Great Neck<br />
NY Glens Falls<br />
NY Ithaca / Waterloo / Romulus<br />
NY Kingston<br />
NY Lake Placid<br />
NY Niagara Falls<br />
NY Nyack / Palisades<br />
NY Poughkeepsie<br />
NY Riverhead / Ronkonkoma / Melville<br />
NY Rochester<br />
NY Saratoga Springs / Schenectady<br />
NY Syracuse / Oswego<br />
NY Tarrytown / White Plains / New Rochelle<br />
NY Troy<br />
NY West Point<br />
OH Akron<br />
OH Canton<br />
OH Cincinnati<br />
OH Cleveland<br />
OH Columbus<br />
OH Dayton / Fairborn<br />
OH Hamilton<br />
OH Medina / Wooster<br />
OH Mentor<br />
OH Sandusky / Bellevue<br />
OH Youngstown<br />
OK Oklahoma City<br />
OR Ashland / Crater Lake<br />
OR Beaverton<br />
OR Bend<br />
OR Clackamas<br />
OR Eugene / Florence<br />
SPAIN Valencia<br />
SPAIN Vigo<br />
UNITED KINGDOM [O<strong>the</strong>r]<br />
UNITED KINGDOM Cheltenham<br />
UNITED KINGDOM Harrogate<br />
UNITED KINGDOM High Wycombe<br />
UNITED KINGDOM Liverpool<br />
UNITED KINGDOM Loudwater<br />
UNITED KINGDOM Menwith Hill<br />
UNITED KINGDOM Oxford<br />
UNITED KINGDOM Portsmouth<br />
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OR Lincoln City<br />
OR Portland<br />
OR Seaside<br />
PA Allentown / Easton / Bethlehem<br />
PA Bucks County<br />
PA Chester / Radnor / Essington<br />
PA Erie<br />
PA Gettysburg<br />
PA Harrisburg / Hershey<br />
PA Lancaster<br />
PA Malvern / Frazer / Berwyn<br />
PA Mechanicsburg<br />
PA Montgomery County<br />
PA Philadelphia<br />
PA Pittsburgh<br />
PA Reading<br />
PA Scranton<br />
PA State College<br />
RI East Greenwich / Warwick / North Kingstown<br />
RI Jamestown / Middletown / Newport<br />
RI Providence / Bristol<br />
SC Aiken<br />
SC Charleston<br />
SC Columbia<br />
SC Greenville<br />
SC Hilton Head<br />
SC Myrtle Beach<br />
SD Hot Springs<br />
SD Rapid City<br />
SD Sturgis / Spearfish<br />
TN Brentwood / Franklin<br />
TN Chattanooga<br />
TN Knoxville<br />
TN Memphis<br />
TN Nashville<br />
TN Oak Ridge<br />
TX Arlington / Fort Worth / Grapevine<br />
TX Austin<br />
TX Beaumont<br />
TX College Station<br />
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TX Corpus Christi<br />
TX Dallas<br />
TX El Paso<br />
TX Galveston<br />
TX Greenville<br />
TX Houston (L.B. Johnson Space Center)<br />
TX Laredo<br />
TX McAllen<br />
TX Midland<br />
TX Plano<br />
TX Round Rock<br />
TX San Antonio<br />
TX South Padre Island<br />
TX Waco<br />
UT Moab<br />
UT Park City<br />
UT Provo<br />
UT Salt Lake City<br />
VA Abingdon<br />
VA Blacksburg<br />
VA Charlottesville<br />
VA Chesapeake / Suffolk<br />
VA Chesterfield / Henrico Counties<br />
VA Fredericksburg<br />
VA Loudoun County<br />
VA Lynchburg<br />
VA Norfolk / Portsmouth<br />
VA Prince William County / Manassas<br />
VA Richmond<br />
VA Roanoke<br />
VA Virginia Beach<br />
VA Wallops Island<br />
VA Warrenton<br />
VA Williamsburg / York<br />
VT Burlington / St. Albans<br />
VT Manchester<br />
VT Middlebury<br />
VT Montpelier<br />
VT Stowe<br />
VT White River Junction<br />
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WA Anacortes / Coupeville / Oak Harbor<br />
WA Everett / Lynnwood<br />
WA Ocean Shores<br />
WA Olympia / Tumwater<br />
WA Port Angeles / Port Townsend<br />
WA Richland<br />
WA Seattle<br />
WA Spokane<br />
WA Tacoma<br />
WA Vancouver<br />
WI Appleton<br />
WI Brookfield / Racine<br />
WI Lake Geneva<br />
WI Madison<br />
WI Milwaukee<br />
WI Sheboygan<br />
WI Sturgeon Bay<br />
WI Wisconsin Dells<br />
WV Charleston<br />
WV Morgantown<br />
WV Shepherdstown<br />
WV Wheeling<br />
WY Cody<br />
WY Cody<br />
WY Evanston / Rock Springs<br />
WY Gillette<br />
WY Jackson / Pinedale<br />
WY Sheridan<br />
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State City<br />
CA Santa Monica<br />
CA San Francisco<br />
CO Aspen<br />
CO Vail<br />
FL Key West<br />
MA Boston / Cambridge<br />
MA Martha's Vineyard<br />
MA Nantucket<br />
Tier 2<br />
Domestic International<br />
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Country City<br />
ARGENTINA Buenos Aires<br />
AUSTRALIA Adelaide<br />
AUSTRALIA Brisbane<br />
AUSTRALIA Canberra<br />
AUSTRALIA Darwin, Nor<strong>the</strong>rn Territory<br />
AUSTRALIA Fremantle<br />
AUSTRALIA Hobart<br />
AUSTRALIA Melbourne<br />
AUSTRALIA Richmond, NSW<br />
BELGIUM Antwerp<br />
BELGIUM Brussels<br />
BELGIUM Diegem<br />
BELGIUM Zaventem<br />
BRAZIL Sao Paulo<br />
CANADA Calgary<br />
CANADA Dartmouth<br />
CANADA Edmonton<br />
CANADA Fort McMurray, Alberta<br />
CANADA Halifax<br />
CANADA Montreal<br />
CANADA Ottawa<br />
CANADA Quebec<br />
CANADA Richmond<br />
CANADA Sidney<br />
CANADA Toronto<br />
CANADA Vancouver<br />
CANADA Victoria<br />
CHINA Beijing<br />
CHINA Shanghai<br />
CHINA Shenzhen<br />
CZECH REPUBLIC Prague<br />
DENMARK Aalborg<br />
DENMARK Copenhagen<br />
DENMARK Lyngby
DENMARK Odense<br />
FINLAND Helsinki<br />
FRANCE Bordeaux<br />
FRANCE Lyon<br />
FRANCE Marseille<br />
FRANCE Nice<br />
FRANCE Strasbourg<br />
FRANCE Toulouse<br />
GERMANY Bad Honnef<br />
GERMANY Berlin<br />
GERMANY Boeblingen<br />
GERMANY Bonames<br />
GERMANY Bonn<br />
GERMANY Bremen<br />
GERMANY Cologne<br />
GERMANY Delmenhorst<br />
GERMANY Dresden<br />
GERMANY Duesseldorf<br />
GERMANY Echterdingen<br />
GERMANY Erfurt<br />
GERMANY Erlangen<br />
GERMANY Eschborn<br />
GERMANY Esslingen<br />
GERMANY Frankfurt am Main<br />
GERMANY Fuerth<br />
GERMANY Hamburg<br />
GERMANY Hannover<br />
GERMANY Heidelberg<br />
GERMANY Herongen<br />
GERMANY Herrsching<br />
GERMANY Herzogenaurach<br />
GERMANY Hoechst<br />
GERMANY Ingolstadt<br />
GERMANY Kalkar<br />
GERMANY Koenigswinter<br />
GERMANY Kornwes<strong>the</strong>im<br />
GERMANY Ludwigsburg<br />
GERMANY Mainz<br />
GERMANY Moenchen-‐Gladbach<br />
GERMANY Munich<br />
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GERMANY Nellingen<br />
GERMANY Niederbachem<br />
GERMANY Offenbach<br />
GERMANY Rhoendorf<br />
GERMANY Roedelheim<br />
GERMANY Schwabach<br />
GERMANY Sindelfingen<br />
GERMANY Stuttgart<br />
GERMANY Tuebingen<br />
GERMANY Twisteden<br />
GERMANY Wahn<br />
GERMANY Wiesbaden<br />
GERMANY Zirndorf<br />
INDIA Chennai<br />
INDIA Goa<br />
INDIA Hyderabad<br />
INDIA Kolkata<br />
INDIA New Delhi<br />
INDIA Pune<br />
IRELAND Dublin<br />
IRELAND Galway<br />
ITALY Catania<br />
ITALY Ferrara<br />
ITALY Genoa<br />
ITALY Modena<br />
ITALY Naples<br />
ITALY Palermo<br />
ITALY Reggio Emilia<br />
ITALY Rimini<br />
ITALY Taormina<br />
ITALY Treviso<br />
ITALY Trieste<br />
ITALY Turin<br />
ITALY Verona<br />
JAPAN Akashi<br />
JAPAN Amagasaki<br />
JAPAN Ashiya<br />
JAPAN Beppu<br />
JAPAN Fukuoka<br />
JAPAN Gifu<br />
Visit <strong>California</strong> – Travel & Expense Management Policy Page 31 of 35
Visit <strong>California</strong> – Travel & Expense Management Policy Page 32 of 35<br />
JAPAN Hamamatsu<br />
JAPAN Itazuke<br />
JAPAN Izumisano<br />
JAPAN Kagoshima<br />
JAPAN Kitakyushu<br />
JAPAN Kumamoto<br />
JAPAN Kyoto<br />
JAPAN Nagoya<br />
JAPAN Narita<br />
JAPAN Nishinomiya<br />
JAPAN Okayama<br />
JAPAN Okinawa Prefecture<br />
JAPAN Osaka-‐Kobe<br />
JAPAN Sapporo<br />
JAPAN Sendai<br />
JAPAN Takayama<br />
JAPAN Yufuin<br />
KOREA Cheju<br />
KOREA Pusan<br />
KOREA Seoul<br />
MEXICO Mexico City, D.F.<br />
NORWAY Oslo<br />
NORWAY Stavanger<br />
PORTUGAL Ponta Delgada<br />
PORTUGAL Sao Miguel Island<br />
SPAIN Balearic Islands<br />
SPAIN Barcelona<br />
SPAIN Las Palmas de Gran Canaria<br />
SPAIN Madrid<br />
SPAIN Santander<br />
SPAIN Santiago de Compostela<br />
SPAIN Zaragoza<br />
SWEDEN Stockholm<br />
SWITZERLAND Basel<br />
SWITZERLAND Lugano<br />
SWITZERLAND Montreux<br />
UNITED KINGDOM Belfast<br />
UNITED KINGDOM Birmingham<br />
UNITED KINGDOM Bristol<br />
UNITED KINGDOM Cardiff, Wales
UNITED KINGDOM Caversham<br />
UNITED KINGDOM Edinburgh<br />
UNITED KINGDOM Gatwick<br />
UNITED KINGDOM Glasgow<br />
UNITED KINGDOM Horley<br />
UNITED KINGDOM Manchester<br />
UNITED KINGDOM Reading<br />
VENEZUELA Barquisimeto<br />
VENEZUELA Caracas<br />
VENEZUELA Maracaibo<br />
VENEZUELA Porlamar<br />
VENEZUELA Puerto La Cruz<br />
VENEZUELA Puerto Ordaz<br />
VENEZUELA Valencia<br />
Visit <strong>California</strong> – Travel & Expense Management Policy Page 33 of 35
Tier 3<br />
Domestic International<br />
DC District of Columbia<br />
NY Manhattan (includes <strong>the</strong> boroughs of Manhattan, Brooklyn, <strong>the</strong><br />
Bronx, Queens and Staten Island)<br />
Country City<br />
AUSTRALIA Sydney<br />
BRAZIL Rio De Janeiro<br />
FRANCE Paris<br />
ITALY Bologna<br />
ITALY Capri<br />
ITALY Como<br />
ITALY Florence<br />
ITALY Milan<br />
ITALY Siena<br />
ITALY Venice<br />
JAPAN Kurashiki<br />
JAPAN Miyazaki City<br />
JAPAN Nagasaki<br />
JAPAN Okinawa Prefecture<br />
SWITZERLAND Bern<br />
SWITZERLAND Davos<br />
SWITZERLAND Geneva<br />
SWITZERLAND Klosters<br />
SWITZERLAND Zurich<br />
UNITED ARAB EMIRATES Abu Dhabi<br />
UNITED ARAB EMIRATES Dubai<br />
UNITED KINGDOM Crawley<br />
UNITED KINGDOM London<br />
Visit <strong>California</strong> – Travel & Expense Management Policy Page 34 of 35
Tier 4<br />
Domestic International<br />
CANADA Quebec<br />
FRANCE Cannes<br />
ITALY Rome<br />
JAPAN Awashima<br />
JAPAN Tokyo<br />
NEW ZEALAND Wellington<br />
NEW ZEALAND Auckland<br />
Visit <strong>California</strong> – Travel & Expense Management Policy Page 35 of 35
Name:<br />
Address: Purpose/<br />
Location of Trip:<br />
Employee Signature Date<br />
Visit <strong>California</strong><br />
TRAVEL AND OTHER EXPENSE CLAIM<br />
PLEASE REMIT WITHIN 30 DAYS OF INCURRING EXPENSE OR REMIT MONTHLY<br />
* RECEIPTS MUST BE ATTACHED FOR AMOUNTS OVER $25.00 *<br />
A I R H O T E L M E A L S<br />
O T H E R TRANSPORTATION P R O G R A M<br />
D A T E D E S C R I P T I O N<br />
Amount Amount Breakfast Lunch Dinner Snack Cash, tips, etc. Miles<br />
0.555 /mile<br />
Mileage<br />
Amount<br />
Use for "Program"<br />
specific expenses<br />
TOTAL<br />
1 $ -<br />
$0.00<br />
2 $ -<br />
$0.00<br />
3 $ -<br />
$0.00<br />
4 $ -<br />
$0.00<br />
5 $ -<br />
$0.00<br />
6 $ -<br />
$0.00<br />
7 $ -<br />
$0.00<br />
8 $ -<br />
$0.00<br />
9 $ -<br />
$0.00<br />
10 $ -<br />
$0.00<br />
11 $ -<br />
$0.00<br />
12 $ -<br />
$0.00<br />
13 $ -<br />
$0.00<br />
14 $ -<br />
$0.00<br />
15 $ -<br />
$0.00<br />
16 $ -<br />
$0.00<br />
17 $ -<br />
$0.00<br />
18 $ -<br />
$0.00<br />
19 $ -<br />
$0.00<br />
20 $ -<br />
$0.00<br />
21 $ -<br />
$0.00<br />
22 $ -<br />
$0.00<br />
Subtotal<br />
$0.00<br />
Subtract Travel Advances<br />
$0.00<br />
Approved by (Department VP or CEO)<br />
Submit form and copies of receipts to: Mat<strong>the</strong>w Sabbatini, Visit <strong>California</strong>, 555 Capitol Mall, Suite 1100, Sacramento, CA 95814<br />
TOTAL: $0.00<br />
Account Account Description Amount Expense How-To's:<br />
1) More than one line can be used per expense<br />
2) Give thorough descriptions of expenses<br />
3) Attach receipts by taping <strong>the</strong>m to a separate piece/s of paper<br />
4) Number receipts according to corresponding expense line number<br />
5) Form MUST be signed in order to be processed<br />
Approved Date 6) Questions? Contact Rob in accounting: rjacinto@visitcalifornia.com<br />
Entered BW<br />
Revised 9/29/2011
Leona Reed<br />
Senior Director of<br />
International Marketing<br />
Lilly Kimmelshue<br />
Marketing Manager –<br />
Europe & India<br />
OPEN<br />
Director of Travel Trade<br />
Jennifer Montero<br />
Director of Latin America/<br />
Canada/Australia Marketing<br />
Antonette Eckert<br />
Director of Asia Marketing<br />
Brian Carey<br />
Int’l Marketing Manager<br />
Marketing Communications<br />
Lynn Carpenter<br />
Vice President of<br />
Marketing<br />
Dan Mishell<br />
Director of Research<br />
<strong>California</strong> Travel and <strong>Tourism</strong> Commission/<strong>California</strong> Division of <strong>Tourism</strong><br />
Approved Organizational Chart FY 11-12 $50 Million Plan<br />
Lizzie Keenan<br />
Marketing Coordinator/<br />
Assistant to VP of Marketing<br />
Traci Ward<br />
Director of Domestic<br />
Marketing<br />
OPEN<br />
Brand Advertising Manager<br />
Gwynne Spann<br />
Content Manager<br />
Lucas Himovitz<br />
Content Coordinator<br />
Tia Hoang<br />
Web Manager<br />
Open<br />
Rural & Co-op Marketing<br />
Manager<br />
Megan Losser<br />
Marketing Coordinator<br />
CTTC employees/positions (41), State of <strong>California</strong> employees (6), Italics are temporary employees<br />
OPEN<br />
Director of Communications<br />
Shannon Brooks<br />
International Public<br />
Relations Manager<br />
Jennifer Sweeney<br />
Public Relations Manager<br />
Rachel Veu<br />
Media Relations<br />
Coordinator<br />
Ca<strong>the</strong>rine Snapp<br />
Communications Manager<br />
Hea<strong>the</strong>r Hudson<br />
Creative Services Manager<br />
Dillon Lyon<br />
Communications Assistant<br />
Caroline Beteta<br />
President and CEO/Deputy Secretary<br />
Bianca Valdez<br />
<strong>Industry</strong> Relations Manager<br />
Gohar Matevosyan<br />
<strong>Industry</strong> Relations<br />
Coordinator<br />
Ann Sullivan<br />
<strong>Industry</strong> Outreach<br />
Coordinator<br />
Amber Luiz<br />
Executive Manager and<br />
Commission Liaison<br />
Lauren Meyer<br />
Events Manager<br />
Jenna Anderson<br />
Executive Assistant<br />
Operations Assessment<br />
Rob Jacinto<br />
Operations Manager<br />
Alma Aguirre<br />
Accounting Coordinator<br />
Debi Robarts<br />
Operations Coordinator<br />
Tangee Laird<br />
Visitor Info and Reception<br />
Emmalee Danielsen<br />
Operations Assistant<br />
Karin Fish<br />
Vice President of<br />
Operations & <strong>Industry</strong><br />
Relations<br />
Mat<strong>the</strong>w Sabbatini<br />
Senior Director<br />
Finance, HR & IT<br />
Troy Cantrell<br />
Director of Information<br />
Technology<br />
Michael Hudson<br />
Web Development<br />
Manager Consumer<br />
Tim Lowery<br />
Web Development<br />
Manager B2B/Assessment<br />
William Peterson<br />
Helpdesk Coordinator<br />
Lana Kulinich<br />
Executive Assistant<br />
Crecynthia (Cris) McLucas<br />
<strong>Tourism</strong> Assessment<br />
Manager<br />
Wendy Arzaga-<br />
Messersmith<br />
<strong>Tourism</strong> Assessment<br />
Analyst<br />
Tiffany Tyler<br />
Welcome Center Liaison<br />
Michele Betz<br />
Staff Services Analyst<br />
Sofia Thompson<br />
<strong>Tourism</strong> Assessment<br />
Analyst<br />
Valerie Knowles<br />
Office Tech.
VISIT CALIFORNIA<br />
Board Roster<br />
Chair<br />
Brian P. Kelly<br />
Acting Secretary<br />
Business, Transportation and Housing Agency<br />
Vice Chair of Marketing<br />
Ed Fuller<br />
President & Chief Financial Officer<br />
The Group At Laguna<br />
Board Term: 07/01/2010 - 06/30/2014 | ELECTED<br />
Vice Chair of Operations<br />
Kathy Turner<br />
Enterprise Holdings<br />
Chief Fiscal Officer<br />
Vice President - Legislative and Government Affairs<br />
Board Term: 07/01/2010 - 06/30/2014 | ELECTED<br />
Rusty Gregory<br />
Board Members<br />
Chairman & Chief Executive Officer<br />
Mammoth Mountain Ski Area, LLC<br />
Board Term: 10/02/2009 - 06/30/2012 | ELECTED<br />
Rick Anderson<br />
Owner<br />
Casa Tropicana, A Boutique Beachfront Inn<br />
Board Term: 01/01/2008 - 06/30/2012 | ELECTED<br />
Jim Burba<br />
President<br />
Burba Hotel Network<br />
Board Term: 09/23/2005 - 11/05/2012 | APPOINTED<br />
Last Updated: April 23, 2012 X:\CustomReports\Committees\CommitteeRoster-Commission.rpt<br />
Page 1 of 4
VISIT CALIFORNIA<br />
Board Roster<br />
Board Members<br />
Ian Carter<br />
President, Global Operations and Development<br />
Hilton Worldwide<br />
Board Term: 07/01/2011 - 06/30/2014 | ELECTED<br />
Jot Condie<br />
President<br />
<strong>California</strong> Restaurant Association<br />
Board Term: 01/01/2009 - 06/30/2012 | ELECTED<br />
Charles Coniglio<br />
Vice President of Marketing & ECommerce<br />
Dollar Thrifty Automotive Group<br />
Board Term: 07/01/2010 - 06/30/2014 | ELECTED<br />
Joe D'Alessandro<br />
President & Chief Executive Officer<br />
San Francisco Travel Association<br />
Board Term: 11/15/2007 - 11/05/2012 | APPOINTED<br />
Lina Fat<br />
Director of Food, Owner<br />
Frank Fat Inc.<br />
Board Term: 10/20/2010 - 10/19/2012 | APPOINTED<br />
Mike Gallagher<br />
Co-Founder & CEO<br />
CityPASS<br />
Board Term: 01/28/2009 - 06/30/2012 | ELECTED<br />
Jay Jamison<br />
Chief Executive Officer and General Manager<br />
Pismo Coast Village Inc.<br />
Board Term: 07/01/2010 - 06/30/2014 | ELECTED<br />
George Kalogridis<br />
President, Disney Anaheim<br />
Walt Disney Parks & Resorts<br />
Board Term: 01/21/2010 - 06/30/2012 | ELECTED<br />
Jeff King<br />
Chairman<br />
King's Seafood Company<br />
Board Term: 07/01/2010 - 06/30/2014 | ELECTED<br />
Last Updated: April 23, 2012 X:\CustomReports\Committees\CommitteeRoster-Commission.rpt<br />
Page 2 of 4
VISIT CALIFORNIA<br />
Board Roster<br />
Board Members<br />
Tom Klein<br />
Owner<br />
Rodney Strong Wine Estates<br />
Board Term: 10/20/2010 - 10/19/2012 | APPOINTED<br />
Larry Kurzweil<br />
President & Chief Operating Officer<br />
Universal Studios<br />
Board Term: 01/01/2008 - 06/30/2012 | ELECTED<br />
Mark Liberman<br />
President<br />
Los Angeles <strong>Tourism</strong> & Convention Board<br />
Board Term: 11/15/2007 - 11/05/2012 | APPOINTED<br />
Julie Maurer<br />
Vice President of Sales & Marketing<br />
Squaw Valley<br />
Board Term: 07/01/2010 - 06/30/2014 | ELECTED<br />
Lynn Mohrfeld<br />
President & Chief Executive Officer<br />
<strong>California</strong> Hotel & Lodging Association<br />
Board Term: 01/28/2009 - 06/30/2012 | ELECTED<br />
Bob Muhs<br />
Vice President, Government Affairs & Counsel<br />
Avis/Budget Group, Inc.<br />
Board Term: 07/01/2010 - 06/30/2014 | ELECTED<br />
Douglas Myers<br />
CEO/Executive Director<br />
San Diego Zoo Global<br />
Board Term: 10/05/2011 - 06/30/2014 | ELECTED<br />
Sima Patel<br />
Owner<br />
Balaji Hotels<br />
Board Term: 07/01/2010 - 06/30/2014 | ELECTED<br />
Cody Plott<br />
President & COO<br />
Pebble Beach Company<br />
Board Term: 11/15/2007 - 11/05/2012 | APPOINTED<br />
Last Updated: April 23, 2012 X:\CustomReports\Committees\CommitteeRoster-Commission.rpt<br />
Page 3 of 4
VISIT CALIFORNIA<br />
Board Roster<br />
Board Members<br />
Roy Ritenour<br />
Division Vice President, Western Region<br />
The Hertz Corporation<br />
Board Term: 07/01/2010 - 06/30/2014 | ELECTED<br />
Jonna Sabroff<br />
President<br />
Integrated Transportation Svc<br />
Board Term: 10/02/2009 - 06/30/2014 | ELECTED<br />
Jeff Senior<br />
Executive Vice President, Marketing & Sales<br />
Fairmont Hotels & Resorts<br />
Board Term: 07/01/2010 - 06/30/2014 | ELECTED<br />
John Wagnon<br />
Vice President of Marketing<br />
Heavenly Valley Limited Partnership<br />
Board Term: 07/01/2011 - 06/30/2014 | ELECTED<br />
Terry Westrope<br />
Vice President<br />
Ocean Park Hotels, Inc.<br />
Board Term: 01/01/2008 - 06/30/2012 | ELECTED<br />
Gillian Zucker<br />
President<br />
Auto Club Speedway<br />
Board Term: 10/20/2010 - 10/19/2012 | APPOINTED<br />
Visit <strong>California</strong> Staff<br />
Caroline Beteta<br />
President & Chief Financial Officer<br />
Visit <strong>California</strong><br />
Amber Luiz<br />
Executive Manager & Commission Liaison<br />
Visit <strong>California</strong><br />
Last Updated: April 23, 2012 X:\CustomReports\Committees\CommitteeRoster-Commission.rpt<br />
Page 4 of 4
VISIT CALIFORNIA<br />
Executive Committee<br />
Chair<br />
Brian P. Kelly<br />
Acting Secretary<br />
Business, Transportation and Housing Agency<br />
Vice Chair of Marketing<br />
Ed Fuller<br />
President & Chief Financial Officer<br />
The Group At Laguna<br />
Term End: 01/20/2013<br />
Vice Chair of Operations<br />
Kathy Turner<br />
Vice President - Legislative and Government Affairs<br />
Enterprise Holdings<br />
Term End: 01/20/2013<br />
Chief Fiscal Officer<br />
Rusty Gregory<br />
Chairman & Chief Executive Officer<br />
Mammoth Mountain Ski Area, LLC<br />
Term End: 01/20/2013<br />
Last Updated: April 23, 2012 X:\CustomReports\Committees\CommitteeRoster-photos-dr.rpt<br />
Page 1 of 3
VISIT CALIFORNIA<br />
Executive Committee<br />
Members<br />
Jot Condie<br />
President<br />
<strong>California</strong> Restaurant Association<br />
Term End: 06/30/2012<br />
Joe D'Alessandro<br />
President & Chief Executive Officer<br />
San Francisco Travel Association<br />
Term End: 11/05/2012<br />
Mike Gallagher<br />
Co-Founder & CEO<br />
CityPASS<br />
Term End: 06/30/2012<br />
Mark Liberman<br />
President<br />
Los Angeles <strong>Tourism</strong> & Convention Board<br />
Term End: 11/05/2012<br />
Cody Plott<br />
President & COO<br />
Pebble Beach Company<br />
Term End: 11/05/2012<br />
Last Updated: April 23, 2012 X:\CustomReports\Committees\CommitteeRoster-photos-dr.rpt<br />
Page 2 of 3
VISIT CALIFORNIA<br />
Executive Committee<br />
Visit <strong>California</strong> Staff<br />
Caroline Beteta<br />
President & Chief Financial Officer<br />
Visit <strong>California</strong><br />
Karin Fish<br />
Vice President of Operations and <strong>Industry</strong> Relations<br />
Visit <strong>California</strong><br />
Mat<strong>the</strong>w Sabbatini<br />
Senior Director - Finance, Human Resources & Technology<br />
Visit <strong>California</strong><br />
Last Updated: April 23, 2012 X:\CustomReports\Committees\CommitteeRoster-photos-dr.rpt<br />
Page 3 of 3
VISIT CALIFORNIA<br />
Audit Committee<br />
Chair<br />
Jay Jamison<br />
Chief Executive Officer and General Manager<br />
Pismo Coast Village Inc.<br />
Term End: 03/31/2012<br />
Members<br />
Bob Muhs<br />
Vice President, Government Affairs & Counsel<br />
Avis/Budget Group, Inc.<br />
Term End: 03/31/2012<br />
Sima Patel<br />
Owner<br />
Balaji Hotels<br />
Term End: 03/31/2012<br />
Terry L. Westrope<br />
Vice President<br />
Ocean Park Hotels, Inc.<br />
Term End: 03/31/2012<br />
Visit <strong>California</strong> Staff<br />
Caroline Beteta<br />
President and CEO/Deputy Secretary<br />
Visit <strong>California</strong><br />
Karin Fish<br />
Vice President of Operations and <strong>Industry</strong> Relations<br />
Visit <strong>California</strong><br />
Mat<strong>the</strong>w Sabbatini<br />
Senior Director - Finance, Human Resources & Technology<br />
Visit <strong>California</strong><br />
Last Updated: September 20, 2011 Page 1 of 1
VISIT CALIFORNIA<br />
Domestic Marketing Symposium<br />
Co-Chairs<br />
Julie Maurer<br />
Vice President of Sales & Marketing<br />
Squaw Valley<br />
Term End: 05/31/2012<br />
Jeff Senior<br />
Members<br />
Executive Vice President, Marketing & Sales<br />
Fairmont Hotels & Resorts<br />
Term End: 05/31/2012<br />
Kiki Ander<br />
Vice President of Marketing<br />
Santa Barbara Conference and Visitors Bureau and Film Commission<br />
Steve K. Bone<br />
President & Chief Executive Officer<br />
Surf City USA - Huntington Beach Marketing & Visitors Bureau<br />
Elaine Cali<br />
Vice President, Communications<br />
Anaheim/Orange County Visitor & Convention Bureau<br />
Andy Chapman<br />
Director of <strong>Tourism</strong><br />
North Lake Tahoe Visitors & Convention Bureau<br />
Connie Chen<br />
Manager of Regional Marketing Strategy<br />
Walt Disney Parks & Resorts<br />
Mike Gallagher<br />
Co-Founder & CEO<br />
CityPASS<br />
Ann Gallaugher<br />
Vice President<br />
Anaheim/Orange County Visitor & Convention Bureau<br />
Mary Jo Gin<strong>the</strong>r<br />
Director of <strong>Tourism</strong><br />
Palm Springs Bureau of <strong>Tourism</strong><br />
Lisa Jackson<br />
Vice President of Sales and Marketing<br />
<strong>California</strong> Welcome Center - San Francisco<br />
Kathy Janega-Dykes<br />
President & Chief Executive Officer<br />
Santa Barbara Conference and Visitors Bureau and Film Commission<br />
Last Updated: May 03, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt<br />
Page 1 of 4
VISIT CALIFORNIA<br />
Domestic Marketing Symposium<br />
Members<br />
Kerri Verbeke Kapich<br />
SVP of Marketing and Strategic Partnerships<br />
San Diego Convention & Visitors Bureau<br />
Misti Kerns<br />
President & Chief Executive Officer<br />
Santa Monica Convention & Visitors Bureau<br />
Christine Locke<br />
Vice President, Marketing<br />
Anaheim/Orange County Visitor & Convention Bureau<br />
Mary Lowery<br />
Director of Product Development<br />
Walt Disney Parks & Resorts<br />
Patti MacJennett<br />
Senior Vice President, International Marketing<br />
Los Angeles <strong>Tourism</strong> & Convention Board<br />
Millie Matz<br />
Director of Sales & Marketing<br />
Santa Barbara Hotel Group<br />
An<strong>the</strong>a McGoldrick<br />
Manager<br />
Pier 39<br />
David Miller<br />
Vice President<br />
Universal Studios Hollywood<br />
Kathy Paver<br />
Senior Vice President, Marketing<br />
Pier 39<br />
Matt Paye<br />
Director of Consumer Marketing & Promotions<br />
Auto Club Speedway<br />
Howard Pickett<br />
Chief Marketing Officer<br />
Mammoth Mountain Ski Area, LLC<br />
Cody Plott<br />
President & COO<br />
Pebble Beach Company<br />
Don Skeoch<br />
Chief Marketing Officer<br />
Los Angeles <strong>Tourism</strong> & Convention Board<br />
Matt Stiker<br />
Executive Vice President of Marketing<br />
San Francisco Travel Association<br />
Last Updated: May 03, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt<br />
Page 2 of 4
VISIT CALIFORNIA<br />
Domestic Marketing Symposium<br />
Members<br />
Robert Thibault<br />
Vice President of Marketing<br />
Los Angeles <strong>Tourism</strong> & Convention Board<br />
John Wagnon<br />
Vice President of Marketing<br />
Heavenly Valley Limited Partnership<br />
Scott White<br />
CEO/President<br />
Palm Springs Desert Resorts Convention & Visitors Authority<br />
Visit <strong>California</strong> Staff<br />
Caroline Beteta<br />
President & Chief Financial Officer<br />
Visit <strong>California</strong><br />
Lynn Carpenter<br />
Vice President of Marketing<br />
Visit <strong>California</strong><br />
Daniel Mishell<br />
Director of Research<br />
Visit <strong>California</strong><br />
Traci Ward<br />
Director of Domestic Marketing<br />
Visit <strong>California</strong><br />
Gwynne Spann<br />
Content Manager<br />
Visit <strong>California</strong><br />
Last Updated: May 03, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt<br />
Page 3 of 4
VISIT CALIFORNIA<br />
Domestic Marketing Symposium<br />
Vendors<br />
Malcolm Griffiths<br />
Account Director, <strong>Tourism</strong> Division<br />
Development Counsellors International<br />
Tammy Haughey<br />
Management Supervisor<br />
MeringCarson<br />
Julie Liebhard<br />
Director of Digital Strategy<br />
MeringCarson<br />
Denise Miller<br />
Vice President<br />
Strategic Marketing & Research Inc<br />
RJ Smith<br />
Account Director<br />
Sunset Publishing Corporation<br />
Last Updated: May 03, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt<br />
Page 4 of 4
VISIT CALIFORNIA<br />
International Advisory Symposium<br />
Chair<br />
Ed Fuller<br />
Members<br />
President and CEO<br />
The Group At Laguna<br />
Term End: 08/31/2013<br />
Ashlee Ciora<br />
Director of Travel <strong>Industry</strong> Sales<br />
Palm Springs Desert Resorts Convention & Visitors Authority<br />
Jodi Cumming<br />
Manager, <strong>Tourism</strong> Development<br />
Pier 39<br />
Hubertus Funke<br />
Director, International <strong>Tourism</strong><br />
San Francisco Travel Association<br />
Linsey Gallagher<br />
Director of International Marketing<br />
Wine Institute<br />
Marilyn Hannes<br />
Vice President, Marketing<br />
SeaWorld San Diego<br />
Tom Kiely<br />
Executive Vice President, <strong>Tourism</strong><br />
San Francisco Travel Association<br />
Jeff Larson<br />
Vice President, Regional Marketing Strategy<br />
Disneyland Destinations Marketing<br />
Millie Matz<br />
Director of Sales & Marketing<br />
Santa Barbara Hotel Group<br />
Richard Peterson<br />
Director of Travel <strong>Industry</strong> Sales<br />
<strong>California</strong> Academy of Sciences<br />
Howard Pickett<br />
Chief Marketing Officer<br />
Mammoth Mountain Ski Area, LLC<br />
Brian Said<br />
Director of Travel <strong>Industry</strong> Development<br />
San Diego Convention & Visitors Bureau<br />
Paul Saldana<br />
President & Chief Executive Officer<br />
<strong>California</strong> Welcome Center - Tulare<br />
Last Updated: April 13, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt<br />
Page 1 of 2
VISIT CALIFORNIA<br />
International Advisory Symposium<br />
Members<br />
Thomas D. See<br />
Vice President, Sales<br />
Universal Studios Hollywood<br />
Jeff Senior<br />
Executive Vice President, Marketing & Sales<br />
Fairmont Hotels & Resorts<br />
Kathryn Smits<br />
Vice President, International Toursim<br />
Los Angeles <strong>Tourism</strong> & Convention Board<br />
Nicky Tang<br />
Asian Pacific Sales Director<br />
Disney Destinations<br />
Lynsey Wright<br />
International Sales & Marketing Manager<br />
Vail Resorts Management Company<br />
Visit <strong>California</strong> Staff<br />
Caroline Beteta<br />
President and CEO<br />
Visit <strong>California</strong><br />
Lynn Carpenter<br />
Vice President of Marketing<br />
Visit <strong>California</strong><br />
Leona Reed<br />
Senior Director of International Marketing<br />
Visit <strong>California</strong><br />
Daniel Mishell<br />
Director of Research<br />
Visit <strong>California</strong><br />
Last Updated: April 13, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt<br />
Page 2 of 2
VISIT CALIFORNIA<br />
Marketing Committee<br />
Chair<br />
Ed Fuller<br />
Members<br />
President & Chief Financial Officer<br />
The Group At Laguna<br />
Term End: 01/20/2014<br />
Rick Anderson<br />
Owner<br />
Casa Tropicana, A Boutique Beachfront Inn<br />
Term End: 06/30/2012<br />
Steve K. Bone<br />
President & Chief Executive Officer<br />
Surf City USA - Huntington Beach Marketing & Visitors Bureau<br />
Term End: 06/30/2012<br />
Jim Burba<br />
President<br />
Burba Hotel Network<br />
Term End: 11/05/2012<br />
Ian Carter<br />
President, Global Operations and Development<br />
Hilton Worldwide<br />
Term End: 06/30/2014<br />
Andy Chapman<br />
Director of <strong>Tourism</strong><br />
North Lake Tahoe Visitors & Convention Bureau<br />
Term End: 06/30/2013<br />
Jot Condie<br />
President<br />
<strong>California</strong> Restaurant Association<br />
Term End: 06/30/2012<br />
Charles Coniglio<br />
Vice President of Marketing & ECommerce<br />
Dollar Thrifty Automotive Group<br />
Term End: 06/30/2014<br />
Lina Fat<br />
Director of Food, Owner<br />
Frank Fat Inc.<br />
Term End: 06/30/2014<br />
Marilyn Hannes<br />
Vice President, Marketing<br />
SeaWorld San Diego<br />
Term End: 06/30/2014<br />
Last Updated: April 30, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt<br />
Page 1 of 4
VISIT CALIFORNIA<br />
Marketing Committee<br />
Members<br />
Jay Jamison<br />
Chief Executive Officer and General Manager<br />
Pismo Coast Village Inc.<br />
Term End: 06/30/2014<br />
Kathy Janega-Dykes<br />
President & Chief Executive Officer<br />
Santa Barbara Conference and Visitors Bureau and Film Commission<br />
Term End: 01/31/2014<br />
George Kalogridis<br />
President, Disney Anaheim<br />
Walt Disney Parks & Resorts<br />
Term End: 06/30/2012<br />
Kerri Verbeke Kapich<br />
SVP of Marketing and Strategic Partnerships<br />
San Diego Convention & Visitors Bureau<br />
Term End: 06/30/2012<br />
Jeff King<br />
Chairman<br />
King's Seafood Company<br />
Term End: 06/30/2014<br />
Tom Klein<br />
Owner<br />
Rodney Strong Wine Estates<br />
Term End: 06/30/2014<br />
Jeff Larson<br />
Vice President, Regional Marketing Strategy<br />
Disneyland Destinations Marketing<br />
Term End: 02/28/2013<br />
Julie Maurer<br />
Vice President of Sales & Marketing<br />
Squaw Valley<br />
Term End: 06/30/2014<br />
Lynn Mohrfeld<br />
President & Chief Executive Officer<br />
<strong>California</strong> Hotel & Lodging Association<br />
Term End: 06/30/2012<br />
Bob Muhs<br />
Vice President, Government Affairs & Counsel<br />
Avis/Budget Group, Inc.<br />
Term End: 06/30/2014<br />
Last Updated: April 30, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt<br />
Page 2 of 4
VISIT CALIFORNIA<br />
Marketing Committee<br />
Members<br />
Douglas Myers<br />
CEO/Executive Director<br />
San Diego Zoo Global<br />
Term End: 06/30/2014<br />
Sima Patel<br />
Owner<br />
Balaji Hotels<br />
Term End: 06/30/2014<br />
Howard Pickett<br />
Chief Marketing Officer<br />
Mammoth Mountain Ski Area, LLC<br />
Term End: 06/30/2012<br />
Cody Plott<br />
President & COO<br />
Pebble Beach Company<br />
Term End: 11/05/2012<br />
John Reyes<br />
Chief Customer Officer<br />
San Francisco Travel Association<br />
Term End: 06/30/2013<br />
Roy Ritenour<br />
Division Vice President, Western Region<br />
The Hertz Corporation<br />
Term End: 06/30/2014<br />
Jonna Sabroff<br />
President<br />
Integrated Transportation Svc<br />
Term End: 06/30/2014<br />
Scott Schneider<br />
President & Chief Executive Officer<br />
Visit Mendocino County<br />
Term End: 06/30/2013<br />
Thomas D. See<br />
Vice President, Sales<br />
Universal Studios Hollywood<br />
Term End: 06/30/2012<br />
Jeff Senior<br />
Executive Vice President, Marketing & Sales<br />
Fairmont Hotels & Resorts<br />
Term End: 06/30/2014<br />
Last Updated: April 30, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt<br />
Page 3 of 4
VISIT CALIFORNIA<br />
Marketing Committee<br />
Members<br />
Don Skeoch<br />
Chief Marketing Officer<br />
Los Angeles <strong>Tourism</strong> & Convention Board<br />
Term End: 11/05/2012<br />
Matt Stiker<br />
Executive Vice President of Marketing<br />
San Francisco Travel Association<br />
Term End: 11/05/2012<br />
Kathy Turner<br />
Vice President - Legislative and Government Affairs<br />
Enterprise Holdings<br />
Term End: 06/30/2014<br />
John Wagnon<br />
Vice President of Marketing<br />
Heavenly Valley Limited Partnership<br />
Term End: 06/30/2014<br />
Terry Westrope<br />
Vice President<br />
Ocean Park Hotels, Inc.<br />
Term End: 06/30/2012<br />
Scott White<br />
CEO/President<br />
Palm Springs Desert Resorts Convention & Visitors Authority<br />
Term End: 02/28/2014<br />
Gillian Zucker<br />
President<br />
Auto Club Speedway<br />
Term End: 06/30/2014<br />
Visit <strong>California</strong> Staff<br />
Caroline Beteta<br />
President & Chief Financial Officer<br />
Visit <strong>California</strong><br />
Lynn Carpenter<br />
Vice President of Marketing<br />
Visit <strong>California</strong><br />
Last Updated: April 30, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt<br />
Page 4 of 4
VISIT CALIFORNIA<br />
Nominating Committee<br />
Chair<br />
Gillian Zucker<br />
President<br />
Members<br />
Staff<br />
Auto Club Speedway<br />
Jot Condie<br />
President<br />
<strong>California</strong> Restaurant Association<br />
Rusty Gregory<br />
Chairman & Chief Executive Officer<br />
Mammoth Mountain Ski Area, LLC<br />
Mark Liberman<br />
President<br />
Los Angeles <strong>Tourism</strong> & Convention Board<br />
Lynn Mohrfeld<br />
President & CEO<br />
<strong>California</strong> Hotel & Lodging Association<br />
Caroline Beteta<br />
President and CEO<br />
Visit <strong>California</strong><br />
Karin Fish<br />
Vice President of Operations and <strong>Industry</strong> Relations<br />
Visit <strong>California</strong><br />
Mat<strong>the</strong>w Sabbatini<br />
Senior Director - Finance, Human Resources & Technology<br />
Visit <strong>California</strong><br />
Last Updated: April 10, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt<br />
Page 1 of 1
VISIT CALIFORNIA<br />
Rural Symposium<br />
Chair<br />
Scott Schneider<br />
President & Chief Executive Officer<br />
Visit Mendocino County<br />
Term End: 01/31/2013<br />
Vice Chair<br />
Bob Brown<br />
Members<br />
General Manager & CEO<br />
Ontario Convention & Visitors Bureau/Ontario Convention Center<br />
Term End: 02/28/2013<br />
Kimberly Adams<br />
President & Chief Executive Officer<br />
Temecula Valley Convention & Visitors Bureau's Visitor Center<br />
Rick Anderson<br />
Owner<br />
Casa Tropicana, A Boutique Beachfront Inn<br />
Andy Chapman<br />
Director of <strong>Tourism</strong><br />
North Lake Tahoe Visitors & Convention Bureau<br />
Lina Fat<br />
Director of Food, Owner<br />
Frank Fat Inc.<br />
Jane Howard<br />
Executive Director<br />
Gilroy Visitor's Bureau<br />
Maggie Ivy<br />
Chief Executive Officer<br />
Santa Cruz County Conference & Visitors Council<br />
Melyssa Laughlin<br />
Executive Director<br />
Vacaville Conference and Visitors Bureau<br />
Millie Matz<br />
Director of Sales & Marketing<br />
Santa Barbara Hotel Group<br />
Mary Ann McAlea<br />
Executive Director<br />
Folsom <strong>Tourism</strong> Bureau<br />
Wes Rhea<br />
Executive Director<br />
Stockton Conference and Visitors Bureau<br />
Last Updated: May 01, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt<br />
Page 1 of 2
VISIT CALIFORNIA<br />
Rural Symposium<br />
Members<br />
Nanci Sikes<br />
Executive Director<br />
Tuolumne County Visitors Bureau<br />
Tony Smi<strong>the</strong>rs<br />
Executive Director<br />
Humboldt County Convention and Visitors Bureau<br />
Jennifer Talt Lundin<br />
Marketing Manager<br />
Ventura Port District<br />
John Urdi<br />
Executive Director<br />
Mammoth Lakes <strong>Tourism</strong><br />
Bob Warren<br />
General Manager<br />
Shasta Cascade Wonderland Association<br />
Karen Whitaker<br />
Director of <strong>Tourism</strong><br />
Shasta Cascade Wonderland Association<br />
Scott White<br />
CEO/President<br />
Palm Springs Desert Resorts Convention & Visitors Authority<br />
Brian Wright<br />
Director of Marketing<br />
DNC Parks & Resorts At Yosemite, Inc.<br />
Gillian Zucker<br />
President<br />
Auto Club Speedway<br />
Visit <strong>California</strong> Staff<br />
Lynn Carpenter<br />
Vice President of Marketing<br />
Visit <strong>California</strong><br />
Daniel Mishell<br />
Director of Research<br />
Visit <strong>California</strong><br />
Traci Ward<br />
Director of Domestic Marketing<br />
Visit <strong>California</strong><br />
Last Updated: May 01, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt<br />
Page 2 of 2
VISIT CALIFORNIA<br />
Welcome Center Symposium<br />
Co-Chairs<br />
Karen Baker<br />
Development Associate<br />
<strong>California</strong> Welcome Center - Merced<br />
Term End: 10/31/2012<br />
Leslee Gaul<br />
Members<br />
Director of <strong>Tourism</strong><br />
<strong>California</strong> Welcome Center - Visit Oceanside<br />
Term End: 10/31/2012<br />
Wayne Austin<br />
President & Chief Executive Officer<br />
San Bernardino Convention & Visitors Bureau<br />
Brenda Bishop<br />
Executive Director<br />
Arcata Chamber of Commerce<br />
Suzen Brasile<br />
Executive Director<br />
Pismo Beach Conference & Visitors Bureau<br />
Brad Calkins<br />
Executive Director<br />
Santa Rosa Convention & Visitors Bureau<br />
Kelly Carson<br />
Executive Director<br />
Basin Wide Foundation Desert Regional <strong>Tourism</strong> Agency - CA Welcome Center<br />
Sara Copping<br />
Executive Director<br />
Buena Park Convention & Visitors Bureau<br />
Jodi Cumming<br />
Manager, <strong>Tourism</strong> Development<br />
Pier 39<br />
Jan C. Decker<br />
Executive Director<br />
<strong>California</strong> Welcome Center - Auburn<br />
Craig Kaufman<br />
Chief Executive Officer<br />
Salinas Valley <strong>Tourism</strong> and Visitors Bureau<br />
Anne LeClair<br />
President & CEO<br />
San Mateo County/Silicon Valley Convention & Visitors Bureau<br />
Last Updated: April 12, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt<br />
Page 1 of 2
VISIT CALIFORNIA<br />
Welcome Center Symposium<br />
Members<br />
Eric Lund<br />
VP Membership,Community Relations<br />
San Diego Convention & Visitors Bureau<br />
Debbie Manning<br />
President & CEO<br />
El Dorado Hills Chamber of Commerce<br />
Jennifer Rodriguez<br />
General Manager<br />
Tanger Outlet Center, Barstow<br />
Paul Saldana<br />
President & Chief Executive Officer<br />
<strong>California</strong> Welcome Center - Tulare<br />
Lynn Saunders<br />
President & Chief Executive Officer<br />
<strong>California</strong> Welcome Center - Truckee<br />
Janet Sederquist<br />
President & Chief Executive Officer<br />
Oxnard Convention & Visitors Bureau<br />
John Urdi<br />
Executive Director<br />
Mammoth Lakes <strong>Tourism</strong><br />
Karen Whitaker<br />
Director of <strong>Tourism</strong><br />
Shasta Cascade Wonderland Association<br />
Visit <strong>California</strong> Staff<br />
Karin Fish<br />
Vice President of Operations and <strong>Industry</strong> Relations<br />
Visit <strong>California</strong><br />
Cris McLucas<br />
<strong>Tourism</strong> Assessment Program Manager<br />
<strong>California</strong> Division of <strong>Tourism</strong><br />
Tiffany Tyler<br />
Welcome Center Analyst<br />
<strong>California</strong> Division of <strong>Tourism</strong><br />
Last Updated: April 12, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt<br />
Page 2 of 2
VISIT CALIFORNIA<br />
Visit <strong>California</strong> STAFF<br />
Executive Staff<br />
Caroline Beteta<br />
President & Chief Financial Officer<br />
Phone: (916) 319-5420, Fax: (916) 319-5417<br />
email: cbeteta@visitcalifornia.com<br />
Lynn Carpenter<br />
Vice President of Marketing<br />
Phone: (916) 319-5411, Fax: (916) 444-0410<br />
email: lcarpenter@visitcalifornia.com<br />
Karin Fish<br />
Vice President of Operations and <strong>Industry</strong> Relations<br />
Phone: (916) 319-5437, Fax: (916) 444-0410<br />
email: kfish@visitcalifornia.com<br />
Marketing Department<br />
Lynn Carpenter<br />
Vice President of Marketing<br />
Phone: (916) 319-5411, Fax: (916) 444-0410<br />
email: lcarpenter@visitcalifornia.com<br />
Leona Reed<br />
Senior Director of International Marketing<br />
Phone: (916) 319-5434, Fax: (916) 444-0410<br />
email: lreed@visitcalifornia.com<br />
Antonette Eckert<br />
Director of Asia Marketing<br />
Phone: (916) 319-5405, Fax: (916) 444-0410<br />
email: aeckert@visitcalifornia.com<br />
Jennifer Jasper Montero<br />
Director of Latin America/Canada/Australia Marketing<br />
Phone: (916) 319-5428, Fax: (916) 444-0410<br />
email: jmontero@visitcalifornia.com<br />
Last Updated: April 24, 2012 Page 1 of 5
VISIT CALIFORNIA<br />
Visit <strong>California</strong> STAFF<br />
Marketing Department<br />
Daniel Mishell<br />
Director of Research<br />
Phone: (916) 319-5413, Fax: (916) 444-0410<br />
email: dmishell@visitcalifornia.com<br />
Traci Ward<br />
Director of Domestic Marketing<br />
Phone: (916) 319-5423, Fax: (916) 444-0410<br />
email: tward@visitcalifornia.com<br />
Tia Hoang<br />
Web Manager<br />
Phone: (916) 327-3391, Fax: (916) 444-0410<br />
email: thoang@visitcalifornia.com<br />
Lilly Kimmelshue<br />
Marketing Manager, Europe and India<br />
Phone: (916) 319-5429, Fax: (916) 444-0410<br />
email: lkimmelshue@visitcalifornia.com<br />
Gwynne Spann<br />
Content Manager<br />
Phone: (916) 319-5414, Fax: (916) 444-0410<br />
email: gspann@visitcalifornia.com<br />
Lucas Himovitz<br />
Content Coordinator<br />
Phone: (916) 319-5436, Fax: (916) 444-0410<br />
email: lhimovitz@visitcalifornia.com<br />
Megan Losser<br />
Marketing Coordinator<br />
Phone: (916) 444-4429, Fax: (916) 444-0410<br />
email: mlosser@visitcalifornia.com<br />
Last Updated: April 24, 2012 Page 2 of 5
VISIT CALIFORNIA<br />
Visit <strong>California</strong> STAFF<br />
Communications Department<br />
Shannon Brooks<br />
International Public Relations Manager<br />
Phone: (916) 444-4429, Fax: (916) 444-0410<br />
email: sbrooks@visitcalifornia.com<br />
Hea<strong>the</strong>r Hudson<br />
Creative Services Manager<br />
Phone: (916) 319-5408, Fax: (916) 444-0410<br />
email: hhudson@visitcalifornia.com<br />
Ca<strong>the</strong>rine Snapp<br />
Communications Manager<br />
Phone: (916) 319-5419, Fax: (916) 444-0410<br />
email: csnapp@visitcalifornia.com<br />
Jennifer Sweeney<br />
Public Relations Manager<br />
Phone: (916) 233-0255, Fax: (916) 444-0410<br />
email: jsweeney@visitcalifornia.com<br />
Rachel Veu<br />
Media Relations Coordinator<br />
Phone: (916) 319-5427, Fax: (916) 444-0410<br />
email: rveu@visitcalifornia.com<br />
Dillon Lyon<br />
Communications Assistant<br />
Phone: (916) 319-5407, Fax: (916) 444-0410<br />
email: dlyon@visitcalifornia.com<br />
Last Updated: April 24, 2012 Page 3 of 5
VISIT CALIFORNIA<br />
Visit <strong>California</strong> STAFF<br />
Operations Department<br />
Karin Fish<br />
Vice President of Operations and <strong>Industry</strong> Relations<br />
Phone: (916) 319-5437, Fax: (916) 444-0410<br />
email: kfish@visitcalifornia.com<br />
Mat<strong>the</strong>w Sabbatini<br />
Senior Director - Finance, Human Resources & Information Technology<br />
Phone: (916) 319-5401, Fax: (916) 233-0203<br />
email: msabbatini@visitcalifornia.com<br />
Troy A. Cantrell<br />
Director of Information Technology<br />
Phone: (916) 319-5432, Fax: (916) 444-0410<br />
email: tcantrell@visitcalifornia.com<br />
Michael Hudson<br />
Web Development Manager, Consumer<br />
Phone: (916) 319-5435, Fax: (916) 444-0410<br />
email: mhudson@visitcalifornia.com<br />
Rob Jacinto<br />
Operations Manager<br />
Phone: (916) 319-5431, Fax: (916) 444-0410<br />
email: rjacinto@visitcalifornia.com<br />
Timothy Lowery<br />
Web Development Manager, B2B/Assessment<br />
Phone: (916) 319-5439, Fax: (916) 444-0410<br />
email: tlowery@visitcalifornia.com<br />
Amber Luiz<br />
Executive Manager & Commission Liaison<br />
Phone: (916) 319-5430, Fax: (916) 319-5417<br />
email: aluiz@visitcalifornia.com<br />
Lauren Meyer<br />
Meetings and Events Manager<br />
Phone: (916) 319-5427, Fax: (916) 444-0410<br />
email: lmeyer@visitcalifornia.com<br />
Last Updated: April 24, 2012 Page 4 of 5
VISIT CALIFORNIA<br />
Visit <strong>California</strong> STAFF<br />
Operations Department<br />
Bianca Valdez<br />
<strong>Industry</strong> Relations Manager<br />
Phone: (916) 319-5404, Fax: (916) 444-0410<br />
email: bvaldez@visitcalifornia.com<br />
Alma Aguirre<br />
Accounting Coordinaor<br />
Phone: (916) 319-5418, Fax: (916) 444-0410<br />
email: aaguirre@visitcalifornia.com<br />
Gohar Matevosyan<br />
<strong>Industry</strong> Relations Coordinator<br />
Phone: (916) 319-5437, Fax: (916) 444-0410<br />
email: gohar@visitcalifornia.com<br />
Will Peterson<br />
Helpdesk Support<br />
Phone: (916) 319-5416, Fax: (916) 444-0410<br />
email: wpeterson@visitcalifornia.com<br />
Debi Robarts<br />
Operations Coordinator<br />
Phone: (916) 319-5404, Fax: (916) 444-0410<br />
email: drobarts@visitcalifornia.com<br />
Emmalee Danielsen<br />
Operations Assistant<br />
Phone: (916) 233-0260, Fax: (916) 444-0410<br />
email: edanielsen@visitcalifornia.com<br />
Lana Kras<br />
Executive Assistant<br />
Phone: (916) 233-0243, Fax: (916) 444-0410<br />
email: lkras@visitcalifornia.com<br />
Tangee Laird<br />
Visitor Information and Receptionist<br />
Phone: (916) 444-4429, Fax: (916) 444-0410<br />
email: tlaird@visitcalifornia.com<br />
Last Updated: April 24, 2012 Page 5 of 5
VISIT CALIFORNIA<br />
<strong>California</strong> Division of <strong>Tourism</strong><br />
Staff<br />
Cris McLucas<br />
<strong>Tourism</strong> Assessment Program Manager<br />
Phone: (916) 322-1266, Fax: (916) 322-3402<br />
email: cmclucas@tourism.ca.gov<br />
Wendy Arzaga-Messersmith<br />
<strong>Tourism</strong> Assessment Analyst<br />
Phone: (916) 322-1266, Fax: (916) 322-3402<br />
email: warzaga@tourism.ca.gov<br />
Michelle Betz<br />
<strong>Tourism</strong> Assessment Analyst<br />
Phone: (916) 322-1266, Fax: (916) 322-3402<br />
email: mbetz@tourism.ca.gov<br />
Sophia Thompson<br />
<strong>Tourism</strong> Assessment Analyst<br />
Phone: (916) 322-1266, Fax: (916) 322-3402<br />
email: sthompson@tourism.ca.gov<br />
Tiffany Tyler<br />
Welcome Center Analyst<br />
Phone: (916) 223-0261, Fax: (916) 322-3402<br />
email: ttyler@visitcalifornia.com<br />
Valerie Pratt<br />
Office Technician<br />
Phone: (916) 322-1266, Fax: (916) 322-3402<br />
email: vpratt@tourism.ca.gov<br />
Last Updated: April 13, 2012 Page 1 of 1
VISIT CALIFORNIA<br />
Visit <strong>California</strong> Representatives<br />
<strong>Industry</strong> Relations Representatives<br />
Amy R. Blaschka<br />
<strong>Industry</strong> Relations Representative - San Francisco/Bay Area<br />
(925) 413-1150<br />
ablaschka@visitcalifornia.com<br />
Rebecca Almanza<br />
<strong>Industry</strong> Relations Representative - Sou<strong>the</strong>rn CA District<br />
(310) 237-5315<br />
ralmanza@visitcalifornia.com<br />
Kelly Yang<br />
<strong>Industry</strong> Relations Representative - Los Angeles District<br />
(213) 596-9366<br />
kyang@visitcalifornia.com<br />
Nichole Farley<br />
<strong>Industry</strong> Relations Representative - Nor<strong>the</strong>rn CA District<br />
(916) 316-6066<br />
nfarley@visitcalifornia.com<br />
Jonelle Tannahill<br />
<strong>Industry</strong> Relations Representative - National<br />
(916) 833-7807<br />
jtannahill@visitcalifornia.com<br />
Last Updated: April 16, 2012 Page 1 of 1<br />
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