Binder - the California Tourism Industry Website

CEO Report
It’s been scarcely 10 weeks since we last gathered
in Sacramento for meetings and the Visit
California Outlook Forum – but what a busy
spring it’s been!
We’ve made great strides over that short period
in our work to enrich the California brand through
engagement.
The recently concluded International Pow Wow
in Los Angeles was an amazing opportunity to
showcase not only the L.A. area but the entire
Golden State to more than 5,000 attendees. The
225 California companies in attendance
conducted an astonishing 25 percent of all Pow Wow meetings.
And the Outlook Forum’s sold-out events on February 21-23 provided global
economic overviews and in-depth market insights that California tourism
leaders will use to reach potential travelers around the globe.
I am deeply appreciative that U.S. Travel Association President and CEO Roger
Dow could be on hand to discuss efforts to tear down travel barriers – and to
help me emcee our Industry Recognition Dinner. And thanks to Brand USA
CEO James Evans and CMO Chris Perkins for the insider’s look at Brand USA’s
target audience and promotion plans.
The spring travel forecast continues to be cautiously optimistic. Final numbers
released recently by Visit California show that visitors spent $102.3 billion in
California in 2011 – an increase of 7.6 percent! International visitors continue to
be an important and growing market, with 20 percent of total direct visitor
spending coming from international visitors.
Visit California’s efforts to strengthen the state’s position as the No. 1 travel
destination in the U.S. include marketing that promotes California’s diverse and
abundant attractions and programs that connect with potential travelers,
industry partners and the public.

Marketing Promotions
“Hooray Los Angeles” was the theme of closing night at International Pow
Wow, but we in California are saying “Hooray for Pow Wow.” The event’s two
consecutive years in California – including San Francisco in 2011 – will mean an
additional $800 million in travel-related spending here over the next few years.
International Pow Wow is the largest global trade show for U.S. travel
products, and we used the grand stage on April 21-25 to increase California
tourism’s visibility, to meet with California travel industry leaders, and to
launch eight post-Pow Wow fams around the state for 178 travel trade and
media.
Visit California’s special “Club California” lounge area was a great place to hold
breakfasts and wine receptions and to meet with assessed industry leaders. I
hope those of you who were able to stop by enjoyed its convenience and
confident statement about California travel and tourism.
We’re so pleased that Brand USA used Pow Wow to launch the exciting new
national campaign that invites the world to “Discover this land, like never
before.” We’re looking forward to working closely with them on strategic
planning so that Visit California promotions complement their efforts. That is
part of our new strategy for global planning that will stretch our marketing
dollars with universal themes that translate across markets and create desire
for the California experience.
Celebrity spokespeople also figure into the strategy, and actor Rob Lowe’s
expanded role as California’s official “unofficial” spokesperson continues to
enrich the California brand. This spring, Visit California posted nine Rob Lowe
videos on visitcalifornia.com in which the TV and film star gives his insider tips
about his favorite California places and activities – everything from “The
Ultimate Road Trip” to his “Favorite Eats.” In an early April satellite media tour,
Lowe shared his love of California in 32 interviews – which have resulted in
more than 11 million media impressions.
The ability for a promotion to transcend markets was proven in March, when
we learned that judges of the Travel Marketing Awards awarded three top
honors to the Visit California team in the U.K. Visit California’s efforts went up
against the best, and Virgin Atlantic was the only brand to win more TMA
awards. Congratulations to the team on these winners: Best Poster Campaign

for “True Californians,” Best Use of Affinity Marketing for “TW Steel, the
California Collection,” and Most Innovative Marketing for the “California
Classics” film campaign.
Connections
In addition to our promotional campaigns, we are using social media, the web
and traditional media to connect potential travelers with California content
and to engage them with all things California.
• The ongoing “California Milestone Moments” contest urges Facebook
fans to upload photos of their personal California Milestone moments.
• The number of unique visitors on visitcalifornia.com rose nearly 28
percent between April 1, 2011, and March 31, 2012. The number of
visitors who used mobile devices to access our website tripled in that
time!
• Visit California introduced a new online media center –
media.visitcalifornia.com – that provides dynamic, searchable content
designed for global media needs and maximizes industry content
submissions.
• Visit California-sponsored media events in Los Angeles on March 6 and
New York on March 27 allowed California travel and tourism partners to
connect with influential media members.
It’s been a whirlwind two months since our last board meeting, and we look
ahead to a full schedule of opportunities to promote California.
The eight-stage Amgen Tour of California – a 10-day post card for the Golden
State – begins Sunday in Santa Rosa. World-class cyclists will race through
California’s spectacular scenery and 13 unique host cities and towns before a
winner is crowned May 20 at L.A. LIVE in Los Angeles.
The whole world will be watching and, once again, California will not
disappoint.
Caroline Beteta

President and CEO
Visit California
Vice Chair, Brand USA

California economy to slowly improve in 2012: study
The leading economic sectors in 2012 will be the booming technology sector
centered around companies such as Google and Facebook in Silicon Valley,
tourism, international trade and the entertainment industry.
February 15, 2012
California Travel and Tourism – We are open for business!
Thanks to a recent executive order by the Obama Administration, California is
expected to realize $140 billion of the estimated $850 billion in additional revenue
that traveler spending will bring to the U.S. through the new federal plan for
quicker visa processing.
This announcement came just in time for Visit California's annual Outlook Forum,
where tourism influencers from around the globe traveled to Sacramento
putting the spotlight on California - the U.S.'s number one travel destination. Last
year alone the industry injected more than $100 billion dollars into the economy.
Job gains seen in suffering ‘sand states’
March 16, 2012
The four states hit hardest by the housing bust – Arizona, California, Florida and
Nevada – have seen job growth pick up noticeably in recent months. And that
bodes well for the nation’s employment picture.
All four states are tourism and retirement meccas. They’re benefiting as the
housing crisis eases, Americans travel more amid the improving economy, and
the flow of retirees to Sunbelt states picks up modestly after slowing to a trickle
in the downturn, says Mark Zandi, chief economist of Moody’s Analytics.
March 18, 2012

Good news for S.F. economy thanks to tourism, tech
A pair of economic reports this week point to San Francisco's economy perking
up, with both the tourism and tech industries driving the good news. …Also
this week, San Francisco's tourism industry announced an increase in visitors in
2011, and a big boost in the amount of money they spent on average.
California’s tourism industry soared in 2011, passing the $100 billion barrier in
annual travel spending, according to new numbers reported this week.
That’s good news, and demonstrates what has become conventional wisdom.
California, for all its problems, is seeing a strong recovery on the coast, particularly
in the three “T’s” - - trade, technology and tourism.
Visit California Launches Fun Spots Deals, New Travel App
March 28, 2012
Visit California is offering a new free iPad app and mobile website to give visitors
access to travel information while they are traveling. The state tourism bureau
offers Fun Spots coupons that give discounts and attractions throughout California
all year long.
March 7, 2012
February 23, 2012

Visit California Is Coming To You!
May 5-13 National Travel & Tourism Week
May 7 NRA Show 2012
Chicago
May 9 19 th Annual San Diego Hospitality Industry Outlook
San Diego
May 11 Visit California Spring Board Meeting
Sonoma
May 13-20 Amgen Tour of California
Santa Rosa to Los Angeles
May 15 Oceanside Tourism Summit
Oceanside
May 16 Santa Monica Tourism Rally Day
Santa Monica
June 4-6 California Travel Association’s Travel Summit
Sacramento
July 7 Destination Marketing Association International
Seattle, Wash.
August 9 Discover IE Tourism Summit
Ontario
September 17-19 The International Ecotourism Society’s Ecotourism
Sustainable Tourism Conference
Monterey
September 20 Western Associations of Convention & Visitor Bureaus
Annual Conference
Eugene, Ore.
Octoober 12 Visit California Fall Board Meeting
Anaheim
Request a Visit California speaker at speakersdesk@visitcalifornia.com

Spring Board Meeting Materials
This binder includes a summary of Visit California activities since the February
2012 Winter Board Meeting in Sacramento. Below is a brief timeline of these
events.
February
• Visit California Winter Board Meeting
• Go West
March
• Los Angeles Media Event
April
• ITB Berlin
• New York Media Event
• International Pow Wow
• 9 th Annual California Cup Golf Tournament

California Travel and Tourism Commission
555 Capitol Mall
Suite 1100
Sacramento, California 95814
(916) 444-4429
TO: California Travel and Tourism Commission
Secretary of State
Members of the Public Who Have Requested Notification
FROM: Caroline Beteta, Executive Director
DATE: Monday, April 30, 2012
RE: PUBLIC NOTICE OF THE CALIFORNIA TRAVEL AND TOURISM
COMMISSION
A meeting of the California Travel and Tourism Commission is scheduled to take place on
May 11, 2012. Due to the joint nature of this meeting, the meeting time is approximate. The
order of business within the meeting is subject to change.
The meeting details are as follows:
Meeting Name: Commission Meeting
Date: Friday, May 11, 2012
Time: 9:00 a.m. to 1:00 p.m.
Meeting Location: Fairmont Sonoma Mission Inn and Spa
100 Boyes Blvd.
Sonoma, California 95476
(707) 938-9000
The agenda is attached for your reference. Anyone interested in attending the meeting
should plan accordingly.
For Commissioners, Staff and Consultants:
If you haven’t already, please RSVP to Amber Luiz at (916) 319-5430 or
aluiz@visitcalifornia.com if you are planning to participate so that we can ensure pertinent
meeting materials reach you.
Public Notice:
No RSVP, notice or registration is required to attend this meeting. Members of the public
may attend or speak at the meeting without prior notice to the Commission. Signing,
registering or completing any RSVP is voluntary and is not a requirement for attendance
at any California Travel and Tourism Executive Committee meeting. All persons may
attend the meeting regardless of whether he or she signs in, registers or RSVPs.
The meeting is accessible to the physically disabled. A person who needs disabilityrelated
accommodations or modifications in order to participate in the meeting shall make
a request no later than five working days before the meeting by contacting Amber Luiz at
(916) 319-5430 or sending a written request to 555 Capitol Mall, Suite 1100, Sacramento,

California 95814. Requests for further information should be directed to Amber Luiz at
the same address and telephone number.
The agenda and public meeting notice is also available at: www.visitcalifornia.com.agendas
California Travel and Tourism Commission Meeting
Friday, May 11, 2012
9:00 a.m. to 1:00 p.m.
Fairmont Sonoma Mission Inn and Spa
100 Boyes Blvd.
Sonoma, California 95476
(707) 938-9000
AGENDA
All times indicated and the order of business is approximate and subject to change
I. Call to Order/Roll Call/Approval of Agenda and February 22, 2012
Commission Meeting Minutes
II. Opening Remarks
III. CEO Report
a. National Perspective on Tourism and the Economy
i. Federal Land Initiative
ii. Brand USA Consumer Brand Launch
b. State Perspective on Tourism and the Economy
c. Current Commission Operations, Action Items and Priorities
i. Governor’s Mission to China – November 2012
ii. TBID Project
iii. Breeder’s Cup
iv. Family Task Force
d. Upcoming Visit California Events
i. AMGEN Tour of California
e. Visit California at Work
IV. Guest Speaker – TBD
V. Public Affairs/Industry Relations
a. Referendum Update
i. Introduction of Meridian
ii. Discuss Outcomes of Referendum Focus Groups
b. Governor’s 2012-13 State Budget Proposal – May Revise
c. Open Discussion and Vote on Overall Policies and Procedures for Determining
Tourism and Regional Boundaries

VI. Nominating Committee
a. Open Discussion, Consideration and Approval of Recommendations and
Nominations of Candidates to Fill Existing Vacancies on the Commission
b. Open Discussion, Consideration and Approval of Recommendations and
Nominations of Candidates to Fill Existing Vacancies on the Executive
Committee
c. Review Commissioner Recruitment Procedures and Nominating Committee
Charter - Adopt, Amend or Approve
d. Discussion on Inclusion of Ex-Officio Members on Committees and in Events
VII. Financial
a. Discuss and Vote on Financial Statements for Period Ending February 29,
2012
b. Discuss and Vote on Proposed Check Signing Authority
c. Discuss, Review and Vote on Recommendations from the Audit Committee
d. Discuss and Vote on FY 2012-2013 Operating Budget
VIII. Assessments
a. Regulations and Modeling Project Update
b. Rental Car Rate Update
IX. Legal Issues
a. Review, Discuss and Vote on Commission Code of Conduct and Best Practices
for Commission and Staff
b. Review, Discuss and Vote on Commission Antitrust Policy
c. Review and Discuss Commission Guidelines for Fair Political Practices Act
Compliance
d. Update and Discussion Regarding Handling of Shames, et. al. v. Hertz and In
Re Tourism – Closed Session Pursuant to Bagley-Keene Open Meeting Act,
Section 11126(a)(1)
e. Discuss and Vote on Issues Relating to Commission Autonomy
X. Marketing Advisory Committee
a. Call to Order/Roll Call/Approval of February 22, 2012 Marketing Advisory
Committee Meeting Minutes
b. Opening Remarks
c. CEO Marketing Report
i. Rob Lowe Satellite Media Tour
ii. Los Angeles and New York Media Reception Recap
iii. Pow Wow 2012 Recap
iv. Dreamland Update
v. Brand USA Partnership Update
vi. Market Allocation Plan Update
d. Guest Speaker: TBD
e. Domestic Marketing Update
i. Family Attractions Co-op/Family Task Force
ii. Rural Committee
f. Research Update
i. Visa Vue Research Co-Op

g. California Welcome Center Update
h. Two-Year Global Plan Update
i. 2012-13 Budget
i. Discuss, Consider and Approve the 2012-13 Marketing Budget
j. Public Matters Note on the Agenda
k. Agenda Items for Future Meetings
l. Adjourn Marketing Advisory Committee Meeting
XI. Marketing Budget – Discuss, Consider and Approve 2012-13 Marketing
Budget
XII. Public Comment on Matters Not on the Agenda
XIII. Agenda Items for Future Meetings
XIV. Adjournment

2012 Winter Board Meeting Minutes
California Travel and Tourism Commission – February 22, 2012 – Sacramento, California
CALL TO ORDER
The Winter Board Meeting of the
California Travel and Tourism Commission
(CTTC) was held in Sacramento,
California, on Wednesday, February 22,
2012, at 11:07 a.m. with Vice Chair of
Operations Kathy Turner (Enterprise
Holdings) and Vice Chair of Marketing Ed
Fuller (Marriott Lodging International)
presiding.
Attendance
Ed Fuller, Marriott Lodging International;
Kathy Turner, Enterprise Holdings; Rusty
Gregory, Mammoth Mountain Ski Area;
Rick Anderson, Casa Tropicana; Jim
Burba, Burba Hotel Network; Ian Carter,
Hilton Worldwide; Jot Condie, California
Restaurant Association; Joe D’Alessandro,
San Francisco Travel Association; Lina
Fat, Frank Fat Inc.; Mike Gallagher,
CityPASS; Jay Jamison, Pismo Coast
Village; Jeff King, King’s Seafood
Company; Tom Klein, Rodney Strong
Estates; Mark Liberman, LA Inc – the Los
Angeles Convention and Visitors Bureau;
Julie Maurer, Squaw Valley; Lynn
Mohrfeld, California Hotel and Lodging
Association; Doug Myers, San Diego Zoo
Global; Roy Ritenour, The Hertz
Corporation; Jeff Senior, Fairmont Hotels
& Resorts; John Wagnon, Heavenly Valley
Limited Partnership; Terry Westrope,
Ocean Park Hotels; Gillian Zucker, Auto
Club Speedway.
Approval of the October 5, 2012
Meeting Minutes
Motion by Commissioner Julie Maurer.
Second by Commissioner Mohrfeld.
Motion unanimously approved.
OFFICER REPORTS
KATHY TURNER (ENTERPRISE
HOLDINGS), VICE CHAIR OF
OPERATIONS
• Recap of the Industry Recognition
Dinner and Awards Gala at which
previous vice chairs Mike Gallagher
(CityPASS) and Rusty Gregory
(Mammoth Mountain Ski Area) were
honored.
• Reviewed 2010-12 Vice Chair
Platform: Under the leadership of
Rusty Gregory (Mammoth
Mountain) and Mike Gallagher
(CityPASS, Inc.), the Board sought
to successfully manage through the
gubernatorial transition, to
champion travel industry priorities,
to develop new assessment
regulations, and to revise the fiveyear
strategic plan.
• Reviewed 2012-14 Vice Chair
Platform: Under the new vice chair
leadership, the board will seek to
activate the business plan and to
globalize marketing programs
ED FULLER (MARRIOTT LODGING
INTERNATIONAL), VICE CHAIR OF
MARKETING
• Globalization of Marketing
Programs: A global approach is
important in improving efficiencies
and will be accomplished partially
through migrating to a two-year
budget planning cycle.
• Centralizing the Budget: CTTC will
pull budget planning authority back
from the international offices to
create efficiencies.
• Working with Brand USA: Optimize
the partnership with Brand USA to
ensure that the CTTC receives the
full benefit of their efforts.

CAROLINE BETETA (CALIFORNIA
TRAVEL AND TOURISM COMMISSION)
• Welcomed the new leadership
presiding and the new leadership in
the room, including a new
commissioner, Doug Myers (San
Diego Zoo Global).
• National Perspective on Travel and
Tourism Industry: Praised President
Obama for his January 19, 2012
speech on the value of tourism to
the U.S. economy and his push to
increase visa processing by 40
percent in China and Brazil in 2012.
• Brand USA Update: Update on
funding and new marketing
campaign.
• Statewide Perspective on Travel
and Tourism: California travelrelated
spending rose 10 percent
last year to an estimated $104
billion. Tourism supported 890,000
California jobs.
• Travel Impacts: Hotel occupancy
rate is up, and overall visitation is
expected to grow 4 percent.
California Welcome Center walk-in
traffic is up 10 percent from 2010.
• 2012 Forecast: Outlook is positive
again and – for a second year –
tourism, trade, entertainment and
technology are expected to lead
California’s economic recovery.
• Upcoming Events: International
Pow Wow (April 21-25, 2012);
AMGEN Tour of California (May 12-
20, 2012); America’s Cup (August
27-September 2, 2012); Breeder’s
Cup (November 23, 2012)
GUEST SPEAKER
ROGER DOW (U.S. TRAVEL
ASSOCIATION)
• Trusted Traveler Program: Currently
at five airports and is expanding to
28 airports in 2012. The U.S. Travel
Association is pushing to greatly
increase the program and extend it
to millions of Americans.
• Taxes on Travel Hurting the
Industry: Higher taxes on rental cars
by local governments force
travelers to make a decision on
vacation spots, which hurts the
economy.
• International Update: International
visitation is only up 1 percent
because of U.S. visa issues and long
wait times. Industry needs to band
together to enact change.
• Vote Travel: Campaign by the U.S.
Travel Association designed to
increase the voice of the travel
industry to presidential candidates.
ANDY WIRTH (SQUAW VALLEY) AND
ANNE WARNER CRIBBS (BAY AREA
SPORTS ORGANIZING COMMITTEE)
• 2022 Lake Tahoe Winter Olympics
Bid: Update on status of the bid,
including the timeline and
necessary work to be done.
• Venue Status and Discussion:
Discussion on the feasibility of
Squaw Valley as a venue for the
Winter Olympics. Reviewed
challenges and weaknesses and
benefits analysis for the area.
• About the Reno Tahoe Winter
Games Coalition: Organized in 2003
as a nonprofit with the mission to
promote the Olympic movement
throughout the region. Supported
by several political leaders in
California and Nevada.
• Funding: Effort funded in large part
by the private sector and a grant
from the Nevada Commission on
Tourism.

OTHER REPORTS
KATHY TURNER (ENTERPRISE
HOLDINGS) VICE CHAIR OF
OPERATIONS
Public Affairs
• Governor Brown’s Proposed 2012-
13 State Budget: In January,
Governor Brown proposed that the
Office of Tourism be moved from
Business, Transportation and
Housing Agency to the Governor’s
Office of Business and Economic
Development. There has been no
further movement on this proposal;
however, legal counsel has been
analyzing its impact on CTTC.
GILLIAN ZUCKER (AUTO CLUB
SPEEDWAY)
Nominating Committee
• Current Appointed Vacancies:
Central Valley, Deserts, High Sierra,
and Shasta Cascade.
• Current Elected Vacancies:
Restaurant and Retail,
Accommodations
• Upcoming Vacancies: Two new
accommodations spots will open in
June as well as one attractions spot.
• Board Recruitment: Introduced a
document to be used in board
recruitment, which includes the
requirements and benefits of being
a CTTC board member.
Encouraged current board
members to use the piece to recruit
new leadership.
KARIN FISH (VISIT CALIFORNIA)
Industry Relations
• Tourism Assessment Model:
Reviewed current CTTC funding
model of $650 per $1 million
tourism-related revenue for all nonrental
car businesses. Because the
model could sometimes be
confusing, CTTC developed a
model that provides estimated
percentage tourism revenue to all
assessed businesses in a fair and
equitable way. Explained the
process that led to the creation of
the assessment model and next
steps.
• Industry Relations Field
Representatives: Welcomed new
Industry Relations Field
Representative Amy Blaschka and
announced that former Director of
Industry Relations Jonelle Tannahill
was transitioning to the role of
National Industry Relations
Representative. Asked board
members to notify her of potential
candidates to fill the San
Diego/Orange counties position.
RUSTY GREGORY (MAMMOTH
MOUNTAIN SKI AREA)
Financial Report
• Financial Statements for period
ending November 30, 2011:
Statement of activities shows
Commission’s operations for five
months is 42 percent of the way
through the fiscal year. Revenues
are on track to budget at 53
percent year to date. Total
marketing expenses are 37.57
percent of budget, which is
consistent with years prior. Total
operations and assessment
administration expenses are
approximately 45.2 percent of
budget. Commission anticipates
spending up to its annual amount of
$50 million.
• Approval of Financial Statements
for Period Ending November 30,
2011: Motion by Commissioner
Liberman. Second by Commissioner
King. Motion unanimously
approved.

MIKE KVARME (WEINTRAUB,
GENSHLEA CHEDIAK)
Legal Issues
• Bylaw Amendment, Regarding
Officer Term Limits: Report on the
need for an amendment to the
bylaws regarding term limits – to
give a fair and equitable voice to
the industry as a whole, while giving
commissioners with institutional
knowledge the ability to serve
again. The proposed amendment
would limit commissioners from
serving more than two consecutive
one-year terms on the executive
committee or three one-year terms
if one of the terms is as an officer.
After at least one year of not
serving on the executive
committee, the commissioner may
be eligible to serve another two
consecutive terms. Additionally,
other than the Secretary, no
commissioner will be able to serve
as an officer for more than two
consecutive one-year terms.
• Approval of Amendment of Article
VI, Section 4 and Article VII, Section
11 in the Bylaws: Motion by
Commissioner Condie. Second by
Commissioner King. Motion
unanimously approved.
UPCOMING EVENTS
• March 6, 2012: Los Angeles Media
Event
• March 27, 2012: New York Media
Event
• April 21-25, 2012: International Pow
Wow, Los Angeles
• May 5-13, 2012: National Travel and
Tourism Week
• May 11, 2012: Spring Board Meeting,
Sonoma
• May 11, 2012: AMGEN Rider
Presentation Gala
• May 13-20, 2012: AMGEN Tour of
California
• August 11-19, 2012, and August 27-
September 2, 2012: America’s Cup
World Series, San Francisco
PUBLIC COMMENT
There were no comments by members of
the public.
ADJOURNMENT
Motion by Commissioner Carter to
Adjourn the February 22, 2012,
Commission Meeting. Second by
Commissioner D’Alessandro. Motion
unanimously approved. The meeting was
adjourned at 2:04 p.m.

California Travel and Tourism Commission
555 Capitol Mall
Suite 1100
Sacramento, California 95814
(916) 444-4429
TO: California Travel and Tourism Commission
Secretary of State
Members of the Public Who Have Requested Notification
FROM: Caroline Beteta, Executive Director
DATE: Monday, April 30, 2012
RE: PUBLIC NOTICE OF THE CALIFORNIA TRAVEL AND TOURISM
COMMISSION, MARKETING ADVISORY COMMITTEE MEETING
A meeting of the California Travel and Tourism Commission, Marketing Advisory
Committee is scheduled to take place on May 11, 2012. Due to the joint nature of this
meeting, the meeting time is approximate. The order of business within the meeting is
subject to change.
The meeting details are as follows:
Meeting Name: Marketing Advisory Committee Meeting
Date: Friday, May 11, 2012
Time: 9:00 a.m. to 1:00 p.m.
Meeting Location: Fairmont Sonoma Mission Inn and Spa
100 Boyes Blvd.
Sonoma, California 95476
(707) 938-9000
The agenda is attached for your reference. Anyone interested in attending the meeting
should plan accordingly.
For Commissioners, Staff and Consultants:
If you haven’t already, please RSVP to Amber Luiz at (916) 319-5430 or
aluiz@visitcalifornia.com if you are planning to participate so that we can ensure pertinent
meeting materials reach you.
Public Notice:
No RSVP, notice or registration is required to attend this meeting. Members of the public
may attend or speak at the meeting without prior notice to the Commission. Signing,
registering or completing any RSVP is voluntary and is not a requirement for attendance
at any California Travel and Tourism Executive Committee meeting. All persons may
attend the meeting regardless of whether he or she signs in, registers or RSVPs.
The meeting is accessible to the physically disabled. A person who needs disabilityrelated
accommodations or modifications in order to participate in the meeting shall make
a request no later than five working days before the meeting by contacting Amber Luiz at
(916) 319-5430 or sending a written request to 555 Capitol Mall, Suite 1100, Sacramento,

California 95814. Requests for further information should be directed to Amber Luiz at
the same address and telephone number.
The agenda and public meeting notice is also available at: www.visitcalifornia.com.agendas
California Travel and Tourism Commission, Marketing Advisory Committee Meeting
Friday, May 11, 2012
9:00 a.m. to 1:00 p.m.
Fairmont Sonoma Mission Inn and Spa
100 Boyes Blvd.
Sonoma, California 95476
(707) 938-9000
AGENDA
All times indicated and the order of business is approximate and subject to change
I. Call to Order/Roll Call/Approval of February 22, 2012 Marketing Advisory
Committee Meeting Minutes
II. Opening Remarks
III. CEO Marketing Report
a. Rob Lowe Satellite Media Tour
b. Los Angeles and New York Media Reception Recap
c. Pow Wow 2012 Recap
d. Dreamland Update
e. Brand USA Partnership Update
f. Market Allocation Plan Update
IV. Guest Speaker: TBD
V. Domestic Marketing Update
a. Family Attractions Co-op/Family Task Force
b. Rural Committee
VI. Research Update
a. Visa Vue Research Co-Op
VII. California Welcome Center Update
VIII. Two-Year Global Plan Update
IX. 2012-13 Budget
a. Discuss, Consider and Approve the 2012-13 Marketing Budget
X. Public Comment on Matters Not on the Agenda
XI. Agenda Items for Future Meetings
XII. Adjournment

2012 Marketing Advisory Committee
California Travel and Tourism Commission - - February 22, 2012 - - Sacramento, California
CALL TO ORDER
California Travel and Tourism
Commission’s Marketing Advisory
Committee was held in Sacramento,
California on February 22, 2012, at 1:00
p.m. with Chair Ed Fuller (Marriott
Lodging International) presiding.
Attendance
Ed Fuller, Marriott Lodging International;
Rick Anderson, Casa Tropicana; Jim
Burba, Burba Hotel Network; Ian Carter,
Hilton Worldwide; Andy Chapman, North
Lake Tahoe Visitors and Convention
Bureau; Lina Fat, Frank Fat Inc.; Marilyn
Hannes, SeaWorld San Diego; Jay
Jamison, Pismo Coast Village; Kathy
Janega-Dykes, Santa Barbara Conference
and Visitors Bureau and Film Commission;
Kerri Verbeke Kapich, San Diego
Convention and Visitors Bureau; Jeff King,
King’s Seafood Company; Tom Klein,
Rodney Strong Wine Estates; Jeff Larson,
Disneyland Destinations Marketing; Julie
Maurer, Squaw Valley; Lynn Mohrfeld,
California Hotel and Lodging Association;
Douglas Myers, San Diego Zoo Global;
Roy Ritenour, The Hertz Corporation;
Scott Schneider, Visit Mendocino County;
Thomas See, Universal Studios
Hollywood; Jeff Senior, Fairmont Hotels &
Resorts; Don Skeoch, LA Inc., the Los
Angeles Convention and Visitors Bureau;
Matt Stiker, San Francisco Travel
Association; Kathy Turner, Enterprise
Holdings; John Wagnon, Heavenly Valley
Limited Partnership; Terry Westrope,
Ocean Park Hotels; Gillian Zucker, Auto
Club Speedway
Approval of October 5, 2011, Meeting
Minutes
Motion by Commissioner Maurer. Second
by Commissioner Anderson. Motion
unanimously approved.
OFFICER REPORTS
CAROLINE BETETA (CALIFORNIA
TRAVEL AND TOURISM COMMISSION)
- Spoke about the documentary
‘‘DREAMLAND’’ which showcases
True Californians doing
extraordinary things and
announced its domestic premiere at
Sacramento’s historic Crest
Theatre.
- Spoke about the successful and
well-attended World Travel Market
(WTM), which was attended by
California Assembly Speaker John
Perez and Sacramento Mayor Kevin
Johnson, as well as 80 other
delegates from California.
- Introduced CTTC’s spring
advertising TV flight schedule and
revised spots, which now include
Rob Lowe.
- Introduced two targeted online
advertising and engagement
campaigns, which focus on Rob
Lowe video content and family
attractions.
ED FULLER (MARRIOTT LODGING
INTERNATIONAL)
- CTTC will be launching a ‘‘China
Ready’’ initiative in 2012 to prepare
the statewide tourism industry for
the increasing numbers of visitors
from China and to maintain
California’s status as the top U.S.
destination for Chinese travelers.
The strategy is a three-pronged
educational approach, devised to
prepare the state’s tourism industry
to better serve Chinese travelers,
establish a standard level of service
and, ultimately, to retain California’s
competitive edge.

GUEST SPEAKER
BARB NEWTON (SUNSET PUBLISHING)
- Presentation on benefits, new tools
and research on tablets - - the
fastest-ramping mobile device.
Tablets are expected to reach 109
million units sold by 2015. By 2014,
one in four Americans will be a
tablet user.
- It’s now critical for marketers to
determine the role of the tablet in
their plans and to create a tablet
roadmap that stays ahead of
consumers. Marketers must not
rely solely on analytic data. They
must understand experientially how
their customers use tablets, where
and when they use them and what
they use them for.
OTHER REPORTS
CAROLINE BETETA (CALIFORNIA
TRAVEL AND TOURISM COMMISSION)
International Marketing
- Presented 2010 international
visitation and 2011 projected
international visitation data, noting
that the changes illustrate the
uncertainties in the international
markets and the need to address it
in the planning each and every year.
- Managing Directors from each
international market presented
market profiles from their countries.
LYNN CARPENTER (CALIFORNIA
TRAVEL AND TOURISM COMMISSION)
Domestic Marketing
- Introduced the new attractions coop
and stressed the need to
support California’s attractions’
record capital investment in new
products. CTTC will do this through
campaigns that position the state
as the summer’s ‘‘must-visit’’ family
vacation destination. CTTC will
leverage owned, earned and paid
media channels to support family
attractions messaging, beginning in
May 2012.
- Announced Rob Lowe as CTTC’s
unofficial spokesperson. CTTC will
continue to capitalize on celebrities
as one of California’s key drivers.
Besides the new TV spots, Rob
Lowe will appear in nine videos on
the website - - created from an indepth
interview - - that showcase
him as the ultimate California
insider. He also will appear on the
cover of the California visitor’s
guide.
- Celebrities also will be integrated
into international content as ‘‘Visit
California Ambassadors.’’ In Asia,
the celebrity spokesperson is
Byunghun Lee, an accomplished TV
and film actor, singer and wine and
food lover. Former Miss Mexico
Jacqueline Bracamontes will be the
spokesperson in Latin America.
KATHRYN BURNSIDE (CALIFORNIA
TRAVEL AND TOURISM COMMISSION)
California Restaurant Month
- Announced that 28 destinations
participated in California Restaurant
Month, and public relations efforts
resulted in 35.8 million media
impressions in the U.S. and Canada
and $2.06 million in media value,
including placements on ‘‘Good
Morning America,’’ Cable Network
Radio’s ‘‘What’s Cooking’’ and
‘‘What’s Cooking with Wine.’’
Former Top Chef contestant Fabio
Viviani also helped promote
California Restaurant Month.
SCOTT SCHNEIDER (VISIT
MENDOCINO COUNTY)
Rural Symposium Update
- Updated the audience on the Rural
Grant Program, explaining that it
was well under way for both regular
and multi-regional grants. A
portion of the money for multiregional
grants will be used for

additional research to help rural
regions better understand their
markets and to help them
crystallize marketing for the coming
year. Additionally, some funding
will be used to take advantage of
additional footage obtained during
the TV spot shooting to create
place-specific videos.
- Research shows that the ‘‘Out
There’’ spot had high awareness in
both domestic and Canadian
markets and has helped broaden
opinions of what California has to
offer.
KARIN FISH (CALIFORNIA TRAVEL
AND TOURISM COMMISSION)
California Welcome Centers
- To help create more traction, social
media was introduced to the
California Welcome Center
program. A Facebook page
created in January and mobile
applications are in development.
- Centers have seen a 10 percent
increase in foot traffic for the year
and a 14 percent increase for the
month of December.
ED FULLER (MARRIOTT LODGING
INTERNATIONAL)
2012-13 Budget
- As part of his vice chair platform, he
will seek to globalize marketing
programs and migrate to a twoyear
budget planning cycle to
better increase efficiencies.
- Presented the 2012 proposed
marketing budget, which was split
42 percent for international markets
and 58 percent for domestic
markets, with a majority of the
whole going toward global brand
advertising.
- Presented the two-year budget
plan and announced that the
budget will be revisited in May after
a public comment period.
PUBLIC COMMENT
There were no comments from members
of the public
ADJOURNMENT
Motion by Commissioner Turner to
adjourn the Marketing Advisory
Committee meeting. Second by
Commissioner Jamison. Motion
unanimously approved.

PUBLIC AFFAIRS
The Public Affairs program diligently works to increase the
relevancy of California’s travel economy and to position
Visit California as an industry leader by offering expertise
to media, industry and government entities and advocating
on behalf of tourism industry interests to bring about
public policy and initiatives that benefit the California
travel and tourism industry. The Public Affairs Program
seeks to:
• Build coalitions with related state and national trade
associations on behalf of our industry partners.
• Provide leadership for the U.S. Travel Association’s national
policy initiatives and directly liaise with senior executive
representatives of Visit California’s assessed business
constituency.
• Liaise with tourism-related federal agencies, administrations
and elected officials.
Caroline Beteta
President and CEO
Visit California

Public Affairs
February to April 2012
Program Description
Visit California’s Strategic Business Plan outlines the importance of the state’s
travel and tourism industry to California’s economy. The Business Plan details
three key business strategies for the next five years: reinforcing Visit
California’s value to travel-related businesses, unifying industry leaders to raise
the relevance of the travel industry, and positioning travel and tourism to
elevate California’s overall image.
The Strategic Business Plan can be found online at
http://industry.visitcalifornia.com/Publications/Strategic-Business-Plan.
To accomplish the plan’s goals, Visit California is leveraging the teamwork and
partnership of more than a dozen travel and tourism-related organizations
across the state with whom it collaboratively advances tourism, job growth,
and prosperity throughout California.
Visit California’s Public Affairs program aligns with the strategic intent of the
Business Plan by demonstrating “Why Travel Matters” to California, positioning
Visit California as a leader and resource on travel and tourism issues, and
increasing awareness and promoting the value of the industry to key
audiences.
Visit California uses earned media, opinion editorials, public affairs radio and
television appearances, and the development and distribution of legislative
education materials. The media ROI grid tracks results with a compilation of
results stemming from the work of Visit California’s public affairs agency, Perry
Communications Group, in addition to other media tracking methods.
Target Audience
Decision-makers, industry leaders and assessed businesses.
Objectives & Reach

Currently, Visit California engages in the following proactive outreach and
media relations activities:
• Securing one to two local news stories per month,
• Making two to three public affairs show appearances each quarter,
• Placing one to two opinion editorial placements per quarter,
• Profile in Capitol Weekly (now an online publication),
• Regular guest column in Fox & Hounds Daily.
Results & Accomplishments
Recent Public Affairs media coverage resulted from Visit California’s efforts
that promoted the 2011 year-end data on visitor spending in California and the
value of international travel to the Golden State.
Media placements through news releases, mainstream media, public affairs
pitching, and opinion editorials placement resulted in 7,058,833 impressions
since February 2012 (42,753,305 impressions since April 2011).
Placements included San Francisco Business Times, Sacramento Bee, Modesto
Bee, San Diego Business Journal, NBC Los Angeles,San Diego, and San
Francisco and others. Visit California also continued to place regular guest
columns in Fox & Hounds Daily.
Program Contact
Jennifer Sweeney
Public Relations Manager
916.233.0255
jsweeney@visitcalifornia.com

Visit California’s “Why Travel Matters”
campaign has recently received major
coverage in the following media outlets.

Visit California Outlook Forum
February 21-23, 2012
Program Description
The Visit California Outlook Forum in Sacramento featured sold-out events
that provided both comprehensive overviews of how the global economy is
affecting California tourism and in-depth insights into specific markets key to
the Golden State.
Visit California President and CEO Beteta announced that travel-related
spending in California is projected to have reached an historic milestone in 2011
– surpassing the $100 billion mark for the first time. In her keynote, she
detailed Visit California's latest innovations – including a new iPad app, Rob
Lowe and other celebrity spokespeople around the world, and a global
marketing plan.
Roger Dow, President and CEO of the U.S. Travel Association, provided an
update on USTA advocacy for measures to reduce barriers to international
travel to the U.S., including long visa wait times in countries such as China and
Brazil.
Brand USA CEO James P.
Evans and Chief Marketing
Officer Chris Perkins
described the target
audiences for the upcoming
campaign to promote travel
to the U.S. and showed how
California travel and tourism
can get involved.
Adam Sacks, president of
Tourism Economics and a member of the U.S. Travel & Tourism Advisory
Board, provided global economic research and information on markets that
represent opportunities for California travel and tourism.

Visit California global staff discussed updates on trends in their markets, new
cooperative marketing, and upcoming programs.
Mark Liberman, a Visit California Board Member and President of LA Inc., (now
Los Angeles Tourism & Convention Board) led a panel discussion that tied
together President Obama's efforts to ease entry for travelers from China and
what California needs to do to meet the needs of Chinese travelers. Panelists
were Todd Davidson, chair of the U.S. Travel & Tourism Advisory Board and
CEO of the Oregon Tourism Commission, and Dr. Zhihang Chi, vice president
and general manager of North America for Air China.
Jay Baer, president and CEO of Convince & Convert,
moderated a panel on current developments in social media
that can take travel-related programs from good to great.
The panel included Rachel Salberg, senior YouTube
specialist for Google Travel; Matt Thomson, vice president of
Business Development and Platform for Klout; and Christine
Trodella, sales manager at Facebook.
The DREAMLAND Premiere and Reception was an
opportunity to share why tourism matters in California’s
local communities. Among the attendees was California
Assembly Speaker John Perez. During the reception and
after the movie, film fans met some of the California pioneers and visionaries
whos e personal passions inspired the film: big-wave surfer and chemistry
professor Sarah Gerhardt, winery president Amelia Ceja, celebrity chef Susan
Feniger, Sacramento Mayor Kevin Johnson – and the film’s director, Mark
Obenhaus.
At the Policymakers Forum, Visit California Vice Chair of Operations Kathy
Turner, who is vice president, Legislative and Government Affairs, at Enterprise
Holdings, moderated a panel
discussion about the latest
legislation, policy and court cases
involving travel issues.
The Industry Recognition Dinner
honored outgoing Visit California
Vice Chairs Mike Gallagher, cofounder
and CEO of CityPASS Inc.,

and Rusty Gregory, chairman and CEO of Mammoth Mountain Ski Area.
The dinner included the 2012 Excellence in
Tourism Marketing Awards – the highest
awards for tourism promotions in California.
Target Audience
• California travel and tourism
executives
• California destination marketing
organizations
• Other travel and tourism stakeholders
Objectives & Reach
• Give the California travel and tourism industry access to the latest
research on global travel trends
• Preview Visit California marketing programs
• Update attendees on trends in key California markets around the globe
• Provide national travel insights
• Allow opportunities for California travel leaders to honor industry
innovators and to network
Results & Accomplishments
• Full-house attendance at events
• Top U.S. travel leaders among the speakers
• Speakers provided research not available in the public domain
• Excellence in Tourism Marketing Awards part of the Industry
Recognition Dinner for the first time
Program Contact
Caroline Beteta
President and CEO
916.319.5420

INDUSTRY RELATIONS
Visit California reaches out to industry partners, assessed
businesses, related trade associations and public policy makers on
an ongoing basis in order to reinforce the value of the tourism
industry as a whole. This is an opportunity to share with the tourism
industry the highly leveraged marketing opportunities available
through the marketing program planner. In addition, Visit California
works to communicate news and opportunities to the California
travel industry through speaking engagements and educational
outreach.
Visit California’s tourism B2B Web portal (industry.visitcalifornia.com)
provides a distinct industry site with information and resources
regarding the assessment program, marketing program planner,
research, publications, industry events, news and more. Visit California
continues to improve the site and add new features for the industry,
including current tourism presentation PDFs, blogs, talking points,
toolkits and more.
Karin Fish
Vice President of Operations &
Industry Relations
Visit California

Visit California Industry Outreach
February 1, 2011 – May 1, 2012
Program Description
In an effort to communicate Visit California’s value to partners and to enlist
their participation, Industry Relations representatives meet on an ongoing
basis with various travel industry organizations to talk about what the
organization offers their business.
Visit California Industry Relations representatives act as catalysts to leverage
resources, unify messaging and increase the impact of the California brand in
the marketplace. The representatives share information with assessed
businesses regarding the benefits of Visit California’s cooperative programs,
trade shows, publications, conferences, and other marketing and partnership
opportunities.
Target Audience
Industry Relations focuses on California tourism assessed businesses, partners,
destination marketing organizations, and industry associations.
Objectives & Reach
Industry Relations reaches out to industry partners to maintain and grow
industrywide partnerships in an effort to create more resources for promoting
California.
With the referendum vote coming in March 2013, this is the most critical time
to increase the number of communications and touch points between Visit
California and the industry to ensure industry voters understand the incredible
value of the public-private partnership.
Results & Accomplishments
During the past quarter, Industry Relations Representatives made
approximately 700 impressions on industry stakeholders through one-on-one
meetings, presentations and calls. A sample of their presentations can be
viewed at www.tourism.visitcalifornia.com/Travel-Industry/Presentations.
Four of five districts were staffed with representatives by the end of April:
Nichole Farley, Northern California; Kelly Yang, Los Angeles; Rebecca Almanza,

Southern California; and Amy Blaschka, San Francisco-Bay Area. A RFP was
released for the San Diego-Orange County district with a contract award date
of May 1, 2012.
In March, Industry Relations introduced a dedicated National Representative,
Jonelle Tannahill, to meet with industry leaders of businesses headquartered
out of state.
Internal Staff Referendum Task Force
Visit California has developed an internal planning committee to facilitate
educational outreach for the upcoming referendum. The committee is
developing and managing a timeline and tasks to keep Visit California on
course for a successful and well-orchestrated 2013 referendum vote.
Visit California awarded the 2012-13 referendum educational outreach contract
to Meridian Pacific Inc. Working on its third referendum for Visit California,
Meridian Pacific has developed a campaign plan for the next year. Focus
groups have been held in four different regions of the state to research
industry thoughts and perceptions of Visit California.
Speaker’s Desk
Speaker’s Desk is a program that reaches out to our travel partners and
associates and communicates the importance of California’s travel and tourism
economy. From national to local audiences, Visit California shares “Why Travel
Matters” to California. Interested parties can request a Visit California speaker
by emailing speakersdesk@visitcalifornia.com.
The Industry Relations team examines each invitation to verify its alignment
with Visit California’s outreach mission. A speaker request process tracks and
executes speaking engagements. Sample topics of presentations: the State of
California Tourism, Travel Trends, Research Updates, Marketing Partnerships,
U.S. Travel and Tourism Impacts. Presentations are generally personalized to
meet the needs of the organization.
Because marketing California is our core objective, we cannot guarantee that
all requests will be filled. The Industry Outreach Coordinator is the key contact
for speaker requests.
Program Contacts:

Karin Fish
Vice President of Operations & Industry Relations
916.319.5437
kfish@visitcalifornia.com
Bianca Valdez
Industry Relations Manager
916.319.5404
bvaldez@visitcalifornia.com

Visit California Industry Outreach
February 1, 2012 to May 1, 2012
February 1 Central Coast Tourism Council’s Annual Retreat
February 6 Go West Summit
February 17 Leadership Vallejo’s Monthly Meeting
Feb. 21-23 Visit California’s Board Meeting and Outlook Forum
March 7 San Luis Obispo Chamber of Commerce Legislative Day
Reception
March 13 California Academy of Sciences “DREAMLAND” Showing
March 13 California Bus Association Northern California Spring
Membership Meeting
March 15 San Diego Convention & Visitor Bureau’s 2012 State of the
Travel & Hospitality Industry Annual Meeting
March 26 Monterey Bay Aquarium’s Ocean Day Legislative Reception
March 26 Napa Valley Community College’s Wine Country Hospitality
Symposium
April 4 San Luis Obispo County Tourism Business Improvement
District’s Quarterly Meeting
April 5 California Travel Association’s Board Meeting
April 6 Crescent City Chamber of Commerce’s Content Submission
Workshop
April 12 Yosemite Gateway Partners’ Quarterly Meeting
April 17 Fall River Valley Chamber of Commerce
April 21-25 U.S. Travel Association’s International Pow Wow
Request a Visit California speaker at speakersdesk@visitcalifornia.com.

Impressions
February 1 through May 1
Organizational Forums Approximate impressions
& Conferences
Visit California Board Meeting 300
Visit California Committees
and Symposium meetings 120
Visit California Outlook Forum 418
Speeches 2,400
Publications distribution/speeches 3,000
Industry relations representative outreach 700
Visit California Publications
Insights 15,000
Research bulletins 750
Total Outreach Impressions 22,688

Domestic Brand Advertising
California’s brand advertising program encompasses
multiple messaging platforms that give consumers new
reasons to visit the state throughout the year. In addition
to California’s umbrella brand messaging intended to
promote the California lifestyle and the depth and breadth
of the state’s abundance, additional platforms deliver
targeted messaging based on specific passions and
interests: snow, wine and food, and California insider.
Anchored by a national cable television buy, Visit
California’s brand advertising efforts continue to explore
new opportunities in the areas of content integration and
digital advertising, providing California with the broadest
coverage, reach and frequency and the greatest number of
gross impressions.
Lynn Carpenter
Vice President of
Marketing
Visit California
Traci Ward
Director
Domestic Marketing

Rob Lowe – California
Spokesperson &
Brand Ambassador
December 2011-November 2012
Program Description
Visit California has long used celebrities in its
brand advertising program as an embodiment
of the California attitude and a competitive
point of differentiation. Research has shown
time and again that consumers view Hollywood,
the entertainment industry and celebrities as
part of the unique lifestyle. Beginning in
December 2011, Visit California went beyond advertising to establish a deeper
marketing relationship with Rob Lowe, a quintessential Californian.
Program Details
Rob Lowe may best be known for his roles in television and movies, but he is
also passionate about promoting California’s travel product and its role in the
economic vitality of the state. He understands that travel matters to
California’s economy by providing significant jobs and revenue to cities and
towns across the state. As a longtime resident of California’s Central Coast – a
place that attracts people from all over the world to experience the laid-back
California lifestyle – Rob is a terrific celebrity spokesperson for Visit California’s
message. From television ad appearances to web videos on his favorite places,
he serves as a charismatic brand evangelist, sharing his take on the abundance
and diversity of California.
In 2008, he appeared in Visit California’s brand TV commercial “Work,” along
with other well-known Californians such as musician Chris Isaak, golfer Phil
Mickelson and actress Vanessa Williams. Now his role has grown to include
more appearances in TV spots, additional spokesperson duties, and B2C
content.

Through this expanded marketing partnership, Visit California is able to
capitalize on one of California’s key destination drivers – Hollywood and the
celebrity culture – as well as on Rob’s enthusiasm for everything from biking
across the Golden Gate Bridge to skiing at Mammoth Mountain to surfing off
the Santa Barbara Coast.
Rob Lowe Spokesperson Components:
• Participation in Visit California’s brand TV commercials (launched
2/27/12)
o “Misconceptions-Rob Lowe”
o “Out There-Rob Lowe”
• Custom B2C video content for Visit California’s owned media channels
(launched 3/19/12)
o Video topics include family attractions, outdoor recreation, favorite
eats, the ultimate California road trip, Rob’s California bucket list
and others.
o Videos can be viewed at visitcalifornia.com/roblowe.
o Efforts to drive traffic to the videos have included social media as
well as a paid media campaign on targeted display networks in the
U.S. and Canada, including YouTube, Rocket Fuel, SpotXChange
and Media Mind. The banner ads resulted in 35,862,650 total
impressions.
o A satellite media tour on April 10, in which Rob Lowe shared his
love of California in 32 interviews, has reached more than 11 million
media impressions through television, radio and online media. The
tour reached audiences in key markets such as New York City,
Dallas, Atlanta, Philadelphia and Seattle.

• Custom B2B video content for Visit California’s “Why Travel Matters”
platform.
• California Visitor’s Guide cover and welcome
letter.
• Social media engagement on Visit California
channels and Rob Lowe’s channels.
• Event appearances on behalf of Visit
California.
o California Hall of Fame, Sacramento
(December 2011)
o Amgen Tour of California (May 20,
2012)
Program Contact
Traci Ward
Director of Domestic Marketing
Visit California
916.319.5423
tward@visitcalifornia.com

2011-12 Custom Marketing Group
(CMG) Co-op
May 2012
Program Description
The foundation of this annual cooperative marketing program has traditionally
been a multi-page, advertorial–driven magazine insert. In recent years it has
expanded to include a digital planner. Under the banner, “An Insider’s Guide to
the Land of Plenty,” the content is designed to uncover the state’s abundance
of offerings and deliver messaging that gets beneath the surface and provides
insight into living the California lifestyle.
The 2011-12 program included a print insert in the fall as well as a digital
planner complement in both fall and spring. The digital guide takes people
deeper into the California experience and allows for more robust content,
including videos, inside scoops and photo galleries to represent the state’s
many regions and activities. It also offers a calendar of events, along with
opportunities for consumers to opt-in for
destination visitor guides, emails and/or
sweepstakes.
The spring digital planner is focused
California’s family friendly activities and
adventures, including new attractions and
California Fun Spots savings. Wet suit
pioneer Jack O’Neill, one of Visit
California’s “True Californian” print ad
talents, is featured on the cover.
Target Audience
Visit California’s overarching target audience is defined as escape
seekers/experience collectors. They are planning a vacation in the next 12
months, define value based on worth not price, are tech-thusiasts and seek
variety in life, opting for new and different experiences. The target for the CMG
co-op is affluent adults, ages 25-54 with a female skew, who reside in the
Western U.S. or the opportunity markets of Texas, New York and Illinois.

Objectives & Reach
The objective of Visit California’s integrated media campaign, of which this coop
is part, is to foster awareness of California as a premier travel destination
and generate preference for the California attitude and experience in order to
drive incremental travel and overall economic impact.
Additionally, this program is designed to provide industry partners with an
affordable leveraged media opportunity.
Spring program reach through digital channels and distributions:
• 1.5 million targeted emails (U.S. & Canada) delivered in May 2012
• Digital newsstands, Coverleaf.com and Zinio.com, with potential
combined reach over 11 million
• Digital Planner available as a mobile travel application through
iTunes, featured on ReasonsToGo 4.1 with over 4,500 users
• Sojern – 2 million impressions within behavioral targeting,
retargeting and boarding pass banner campaigns reaching
potential and confirmed California travel consumers
(spring/summer only)
• Facebook – 10 million impressions banner campaign to drive traffic
to guide (spring/summer only)
• Vertical Acuity – 1 million impressions feeding Visit California
Partner content to top-tier sites(spring/summer only)
Results & Accomplishments
Support for the co-op grew this year, with a significant increase in DMO participation.
The fall insert was a 28-page section featuring 33 partners (up from 24 pages and 28
partners in fall 2010), while the fall digital guide was 89 pages.
The fall 2011 digital guide had more than 425,000 page views and 25,000 unique
users. The average engagement was 19 seconds per spread and 24 pages per visit.
There were more than 40,000 interactive module views.
Program Contact
Traci Ward
Director of Domestic Marketing
916.319.5423
tward@visitcalifornia.com

Interactive & Web
Visit California aims to inspire travelers to choose
California and to deepen their overall California experience
by delivering information and essential travel tools
wherever travelers may be, whenever they want to travel
and however it is most useful. Visit California also
promotes California’s depth and breadth of experience,
thereby increasing the frequency of visits.
Visit California’s three key strategies in the interactive
arena are to help consumers do more (depth of
experience), do different things (breadth of experiences)
and do them more often (frequency of visits).
Visit California’s web and interactive program uses the
web, a consumer e-newsletter, social media engagement,
and, most recently, mobile platforms to reach travelers and
to interact with them across the travel lifecycle.
Traci Ward Gwynne Spann Tia Hoang
Director
Director of Domestic Marketing
Directionr of Hoang
Content Manager Web Manager
Visit California

Social Media
Spring 2012
Program Description
Currently, Visit California social
efforts are focused on Facebook
(facebook.com/VisitCA) and Twitter
(Twitter.com/VisitCA), with added
engagement on newer platforms
such as Pinterest
(Pinterest.com/visitcalifornia) and
Instagram (@visitcalifornia). There
will be continual monitoring to
follow trends in the social space and
to use new platforms when
appropriate.
Facebook:
The Visit California Facebook page is used to share content and to engage
with fans about all things California. The new Facebook Timeline is a more
organic, photo-driven approach, making Facebook even more conversational
and engaging. With Timeline, photos can have more visual impact, grabbing
the users’ attention more readily. Visit California is also able to better spotlight
news, photos, videos, and announcements.

Another feature are milestones. Posts can be marked as a milestone, adding
them to Visit California’s historical record. It is a living history of the brand.
Given this, and timed around the launch of Timeline, Visit California ran the
“California Milestone Moments” contest in which Facebook fans could upload a
photo of their personal “California Milestone Moment.” The top 10 entries
garnering the most fans receive a prize consisting of branded California
merchandise. The goal is to generate additional “likes”, as well as to increase
engagement with Visit California’s current fan base.
Twitter:
Twitter allows Visit California to share links, pictures, and videos, and to ask
followers questions about California. The Twitter feed also is used to publicize
various Visit California activities, like the “California Milestone Moments”
contest, as well as to support our industry by retweeting selected posts.
Target Audience
• U.S. and Canadian consumers traveling in California.
• Consumers, both U.S. and Canadian, planning to travel to California in
the future.
• International visitors traveling in California.
• Previous visitors to California.
• Consumers interested in the California lifestyle and what the state has to
offer.
• Current California residents.

Objectives & Reach
• Solicit engagement among current fans, including driving traffic back to
www.visitcalifornia.com.
• Acquire new fans.
• Keep fans aware of other Visit California activities, both on and offline.
• Share interesting and exciting photos, events, videos, and other content
about California.
• Provide travel advice and information to visitors and prospective
visitors.
Results & Accomplishments
Facebook:
Thus far in 2012, the total number of fans is up 18 percent to 28,993, and the
average daily fan engagement is up approximately 20 percent.
• Successfully converted Visit CA Facebook to the new Facebook
Timeline.
• Launched a major Facebook promotion – California Milestone Moments –
to drive fan engagement and acquisition.
• Launched a multi-faceted Facebook ad campaign to acquire more fans.
Twitter:
The total number of Twitter followers has risen 26 percent in 2012 to 14,741.
• The Visit California Twitter page - @VisitCA – was switched from
@CATourism to keep it consistent with other social media channels and
to reflect the new Visit California name.
Program Contact
Gwynne Spann
Content Manager
916.319.5414
gspann@visitcalifornia.com

Visit California Mobile Platform
Ongoing
Program Description
In April 2011, Visit California initiated the latest
steps in the development of its mobile strategy
by convening a Mobile Task Force consisting of
interested industry members, key agency
contacts and Visit California staff. As Visit
California understands the importance of content
as a key part of a successful mobile strategy, it
looked to its content vendor, Sunset Publishing,
to take a leadership role from the agency side.
Sunset, along with its parent company, Time Inc.,
was able to bring in a mobile vendor to be the
technology partner for the project. The vendor,
One-to-One Interactive (formerly Renu), is a
leading mobile services provider.
The Mobile Task Force provided significant guidance and leadership
throughout the creative and development process that resulted in a twopronged
approach. The initial Visit California mobile platform is a combination
of an iPad app and a mobile Web site, both of which went live in 2011 - - with a
promotional launch in March 2012. One overarching objective of this strategy is
to repurpose existing compelling content and optimize it for mobile in order to
reach consumers when and how they want to be reached.
The mobile platform is being designed to touch California tourists throughout
all stages of the travel lifecycle. Visit California has determined that the ‘‘during
travel’’ phase is particularly relevant to the mobile platform, and it will be a
primary area of focus. That does not mean, however, that consumers
preparing for a trip will be neglected - - Visit California will continue to provide
interesting and inspirational content to these individuals, as well as to those
who have already completed a trip, by enabling sharing functionality.
The mobile platform strategy found to have the highest reach and
engagement with consumers:

• Designed to be platform-agnostic and therefore accessible across a
wide range of devices, the mobile Web site will provide broad reach,
and will have the ability to provide location-based content to the
consumer while they are traveling in state.
• Capitalizing on the iPad - - the leader in the tablet market with the
highest penetration and the strongest loyalty - - the iPad app is designed
to provide depth of experience to the affluent, influential consumer.
Tablet technology offers the opportunity to combine the best of print
publishing (including visually stunning photography) with the best of
computer interactivity for a new level of consumer engagement. The
application has been developed to provide a mix of inspirational and
informative content and to work in conjunction with other regional
California tablet applications that may provide more specific and
detailed listings and directories.
Mobile Web Site Feature Set
• Home page and content icons.
• Trip planning that highlights activities and events occurring in California.
• ‘‘My Trip’’ - - an interactive itinerary planning tool that allows consumers
to save content.
• Searchable events.
• Video formatted to serve multiple devices including iOS, Android and
Blackberry.
• Articles about California lifestyle and abundance.
• Travel tools and California Welcome Center information.
• Social networking integration (includes sharing capabilities and a live
Twitter feed).
iPad App Feature Set
• Visit California travel publications with interactive
content.
• Robust map capabilities with VCA content, CWC
info and Yelp data.
• Access and ability to add to the ‘‘My Trip’’ feature from VCA.
• Nearest attractions/places.
• Social networking integration.

• Trip Journal, with social media sharing capability.
While the promotional launch occurred
in March, Visit California is developing
its ongoing mobile strategy, not only
through the creation and updates of its
own applications and mobile Web site
but also by leveraging new technology
platforms as they become available.
Target Audience
Consumer Audiences:
• Domestic (U.S. and Canadian)
consumers traveling in California.
• Domestic (U.S. and Canadian) and international consumers planning to
travel to California in the future.
Partner Audiences:
• California DMOs.
• California travel industry businesses and partners.
Objectives & Reach
• Develop a marketing communication tool that enables a dialog with
consumers while they travel in California, thereby strengthening the
relationships, building loyalty and increasing incremental travel.
• Provide travel information to consumers to help improve their travel
experience while in California.
• Increase awareness of California industry partners among qualified,
upscale consumers. Provide leads in the form of click-throughs.
The January 2011 Destination Analysts Inc. report, ‘‘The State of the American
Traveler,’’ asserts that approximately 7 percent of travelers use an iPad or
tablet while traveling and approximately 30 percent of travelers use a smart
phone to research travel on the Internet. Visit California hopes to capture a
portion of this market with its new mobile platform.

Results & Accomplishments
The iPad application is currently in the Apple store and can be found by doing
a search for ‘‘Visit California.’’ The mobile Web site is live and can be accessed
by navigating to visitcalifornia.com on a smart phone.
The iPad app has seen steady downloads since it became available in
December. As of May 2 nd , there were 12,011 total downloads with almost half
coming from outside the United States.
iPad Downloads by Market
Program Contacts
3%
Gwynne Spann
Content Manager
916.319.5414
gspann@visitcalifornia.com
2% 2% 14%
2%
3%
3%
3%
8%
8%
53%
USA UK Canada Brazil Italy Australia
Germany China Netherlands France All Others

Web Visitation
March through May 2012
Program Description
VisitCalifornia.com is the primary consumer call to action in all brand
advertising activity in the U.S. and Canada. Visit California also manages 12
international domains in nine different languages.
Australia - http://www.visitcalifornia.com.au/
Brazil - http://www.visitcalifornia.com.br/
Germany - http://www.visitcalifornia.de/
France - http://www.visitcalifornia.fr/
India - http://www.visitcalifornia.in/
Italy - http://www.visitcalifornia.it/
Ireland - http://www.visitcalifornia.co.uk/
Mexico - http://www.visitacalifornia.com.mx/
U.K. - http://www.visitcalifornia.co.uk/
Japan - http://www.visitcalifornia.jp/
Korea - http://www.visitcalifornia.co.kr/
China - http://www.gocalifornia.cn/
Activity for each Web site is traceable through Google Analytics software.
Target Audience
Visit California Web site evaluation is primarily intended for internal use. The
data is used to help Visit California staff and Visit California’s interactive
agency MeringCarson and for external reporting to the industry and board.
Objectives & Reach
The top-line objective is to measure the numbers of unique visitors, visits, page
views and average length of time on site for each of Visit California’s Web
sites. Additionally, analytics tools measure overlap of brand advertising
exposure with Web usage and measure the effectiveness of programs and
inform future strategies.

Results & Accomplishments
Overall there were a total 3,174,512 unique visitors for visitcalifornia.com, which
is a 27.76 percent increase from the previous year. We can attribute part of the
increase to an upswing in the number of page views and new visits to the sites
(2.77 percent and 2.70 percent, respectively). Web site visitation data is for
April 1, 2011, through March 31, 2012.
Page
views
% Change Pages/Visit Avg. Time on Site New Visits
U.S. 2,990,661 24.79% 4.56 3:31 84.16%
U.K. 93,038 26.64% 5.40 4:09 79.77%
India 79,479 432.70% 2.77 7:53 47.64%
Australia 41,988 31.10% 5.96 5:28 76.57%
Brazil 36,704 18.12% 5.14 5:35 76.96%
Germany 32,849 -18.14% 4.72 4:35 74.99%
Italy 28,446 0.49% 5.13 4:07 75.23%
France 16,714 2.96% 4.97 4:26 75.90%
Mexico 13,714 42.76% 5.84 6:27 74.97%
Ireland 9,576 6.97% 5.91 4:28 81.00%
Japan 8,161 8.83% 3.48 2:48 78.41%
China 7,506 19.31% 4.39 7:19 69.60%
Korea 5,066 -5.17% 4.40 4:20 76.45%
We also have seen an increase year over year in the mobile visitation space.
There were 406,497 visitors who used a mobile device to access our Web site
– up 198.27 percent from the previous year. The following is a breakdown of
visitation by top mobile devices:
Visits Pages/Visit Avg. Time on Site New Visits
Apple iPad 142,091 4.37 4:16 76.65%
Apple iPhone 97,734 2.60 2:39 85.80%
Apple iPod Touch 14,096 2.76 2:04 81.41%
HTC EVO 4G 9,323 3.06 2:33 84.02%
Motorola DroidX 7,310 3.11 2:45 82.26%
SonyEricsson LT15i Xperia Arc 5,544 4.20 3:47 84.08%
HTC Incredible 4,772 2.80 1:38 84.39%
T-Mobile myTouch4G 3,668 2.41 2:00 83.46%
Motorola Xoom 1,075 4.95 3:29 79.49%

Samsung Galaxy Tab 1,048 4.16 3:01 86.84%
From this data, we can see that Apple mobile devices are the most widely
used devices to access the Web site. While many people are using their smart
phones to access Web sites, there is definitely a surge of tablet users that is
changing the behavior of the digital ecosystem. With the rise of mobile usage,
it is clear that it plays a key role in our brand engagement.
Data from our top content report shows that the highest-traffic pages:
1. Home page
2. California Visitor’s Guide
3. Deals
4. Los Angeles
5. Explore (Destinations)
6. San Francisco Bay Area
7. Fun Spots
8. Things To Do
9. Trip Ideas
10. California Fives
This data is a key part of analyzing the performance and the effectiveness of
our marketing efforts for each page.
Program Contact
Tia Hoang
Web Manager
916.327.3391
thoang@visitcalifornia.com

Google Currents
Spring 2012
Program Description
Visit California is currently working to refine
our mobile technology and has recently
partnered with Google to produce a mobile
application to share California content in an
easy-to-use “online magazine” format. The
application is available for iPads, iPhones, and
Android devices.
In Currents, Visit California editorial content -
Must Sees, Inside Scoops, and Articles - as
well as Facebook, Flickr, and YouTube feeds,
appear in organized, categorized sections
such as Arts & Culture, Beaches, Family Fun,
Nightlife, Outdoor Recreation, Shopping, Spa
& Wellness, Wine & Dine, and Winter
Recreation.
Along with the informative editorial, beautiful California images help to
highlight the diversity of the Golden State. Google Currents offers offline
reading, as well as article sharing through a number of social networking sites
including Facebook and Twitter.
Target Audience
• U.S. and Canadian consumers traveling in California.
• U.S. and Canadian consumers planning to travel to California in the
future.
• International visitors traveling in California.
• Consumers interested in the California lifestyle and what the state has to
offer.

Objectives & Reach
• Develop a marketing tool to help consumers traveling in California or
thinking of traveling to California, strengthen the relationships with travel
consumers, build loyalty, and increase travel to the state.
• Provide travel information to consumers to help improve their California
experience.
Results & Accomplishments
The Visit California edition is currently in the Google Currents library and can
be found by doing a search for Visit California in the Currents library under the
Lifestyle section.
Program Contact
Gwynne Spann
Content Manager
916.319.5414
gspann@visitcalifornia.com

Rural/Cooperative Promotions
Created to support the industry by promoting California’s
beyond-the-gateways destinations and by providing
marketing opportunities, co-ops are valuable tools for
extending the reach of California’s many industry
stakeholders. Visit California focuses on making all
cooperative promotion programs more efficient, more
cost-effective and more cohesive with the California
brand. Co-op programs include:
• Rural California
• California Fun Spots (Attractions)
• Shop California
• Culture California
• California State Parks
Traci Ward
Director of Domestic
Marketing
Visit California

Rural Marketing Program
Ongoing
Program Description
Visit California’s Rural Marketing Program brings together the many rural
constituencies to leverage resources and unify efforts in promoting natural,
cultural and heritage tourism. The program ensures rural integration into Visit
California’s brand advertising program as well as the planning and execution of
a Rural Regional Grant Program and a Multi-Regional Rural Grant Program.
Each year, Visit California administers a Multi-Regional Rural Grant program to
provide funds for collaborative projects between multiple regions. This fiscal
year, in an effort to create deeper integration with the Visit California program
of work, Visit California presented the Rural Marketing Symposium with
program options. The Symposium selected a research program with Visa
International for Visa Vue data.
In addition to the grant funding, Visit California will continue to integrate the
rural message into the overarching marketing program of work. The television
commercial, “Out There,” along with expanded behind-the-scenes content
about the spot, promotes rural California and is featured on visitcalifornia.com
in the “Life in California” section. Beyond inclusion in brand advertising, Visit
California has also highlighted California’s eight rural regions through
“Entertainment Tonight” content integration, publications including the 2012
California Visitor’s Guide & Travel Planner and 2012 California Road Trips Guide
and inclusion in large-scale events like International Pow Wow.
Target Audience
Consumer Target: Visit California’s overarching target audience is defined as
escape seekers/experience collectors; they are planning a vacation in the next
12 months, define value based on worth not price, are tech-thusiasts and seek
variety in life, opting for new and different experiences.

Industry Target: 990 destination marketing organizations, chambers of
commerce, rural regional associations, cultural arts and heritage groups; 20
California Welcome Centers; 478 cities and 58 counties.
Objectives & Reach
Goals of the Rural Marketing Program:
• To promote rural California through deep integration with the Visit
California marketing program of work, with the goals of driving
increased visitation and length of stay.
• To promote and facilitate local partnerships.
• To provide funding opportunites for California’s eight rural regions to
allow for region-specific marketing programs.
Results & Accomplishments
• The Symposium selected a research program with Visa International to
receive Visa Vue data, featuring international visitation and spending for
each region.
• The remaining grant funds were available for regional groups to submit
applications for projects of their choice. Visit California received four
proposals, two of which met Visit California’s criteria and were granted
the funds.
• Visit California has collected Rural Regional Grant applications as well as
mid-year reports and has distributed the first and second installment
checks.
• Visit California has also collected Multi-Regional Rural Grant applications
and is in the process of distributing the funds to the selected regions.
• The :30 brand spot “Out There” highlights all eight of California’s rural
regions. It aired in rotation with other brand commercials in the spring
2012 television flight until May 6.
Domestically, the “Out There” spot had a 12.8 percent awareness and creatively
received the strongest positive reaction among all the TV spots. Following are
audience ratings, on a five-point scale, of the messages received.

Ratings “Out There” Benchmark
Diverse and wide-range of activities 4.3 Top 10%
Broadens my opinion of what California has
to offer
3.7 Top 25%
Shows a lesser-known side of California 3.6 Above Average
Interested in visiting off-the-beaten path
areas
3.5 Top 25%
In Canada, the “Out There” spot had a 15 percent awareness and creatively had
strong ratings, especially in terms of showing a diverse and wide range of
activities and showing a lesser-known side of the state. Following are audience
ratings, on a five-point scale, of the messages received.
Ratings “Out There” Benchmark
Diverse and wide-range of activities 4.2 Top 10%
Broadens my opinion of what California has
to offer
3.9 Top 25%
Shows a lesser-known side of California 4.0 Top 10%
Interested in visiting off-the-beaten path
areas
3.7 Top 25%
Program Contacts
Gwynne Spann
Content Manager
916.319.5414
gspann@visitcalifornia.com
Traci Ward
Director of Domestic Marketing
916.319.5423
tward@visitcalifornia.com

Research
Visit California employs a $500,000 domestic research
budget to keep tabs on tourism industry trends, to
conduct qualitative research related to the organization’s
marketing and communications programs and to measure
the impact of these programs. Research also is conducted
internationally to understand attitudes toward California as
a visitor destination and international travel behaviors in
the state, as well as to measure the impact of marketing
programs abroad. The research program is divided among
the following budget categories:
• Economic impacts analysis
• Domestic market research
• Marketing effectiveness & ROI
• Bulletins and special studies
• Global research reports
Daniel Mishell
Director of Research
Visit California

Global Optimization: Market
Allocation Platform
May 2012
Program Description
Due to the economic, social and geographical inconsistencies that exist across
international markets, the return on marketing dollars in each potential target
varies. With a focus on efficiencies and maximizing the value of each dollar,
Visit California contracted with Tourism Economics to build a tool that
quantifies projected costs, returns, risks and restraints for 15 international
markets. Tourism Economics, a third-party research provider, specializes in
creating tools that are based on the economic drivers and changing profiles of
destinations and travelers.
Target Audience
Data is to be used by Visit California staff responsible for recommending how
to spend funds in global markets in order to develop effective statewide
tourism marketing strategies and programs.
Objectives & Reach
The Market Allocation Platform provides insight into where opportunities and
risks exist in the global marketplace to help determine the optimal allocation of
Visit California’s marketing budget.
Results & Accomplishments
Realizable return and cost are used to develop a “relative ROI potential
index,” which along with risk and accessibility inputs creates recommended
budget shares for each country.
The realizable return score is built by considering each market’s opportunity,
propensity and value.
Inputs that represent opportunity in each market reflect the size and growth
potential of that market and the currently untapped market share. This score
is a combination of the following:
• Travel market size, which includes outbound leisure spending,
comparable global trips and total arrivals in the USA.

• Country size, encompassing adjusted employment and GDP per capita.
• Market growth built upon the percentage of spending on leisure
outbound travel, comparable trips, employment and GDP per capita.
• Headroom – a function of California’s share of both inbound and
outbound travel and its share of total U.S. leisure travel.
Propensity to visit quantifies the appeal of the California product in each
market as measured by:
• Sentiment, a combination of economic outlook, perception of the U.S.
and the unemployment outlook.
• Alignment, a function of U.S. share of total outbound travel, the share of
outbound travel to comparable destinations, alignment in activities by
all travelers and alignment in leisure activities
The value of each visitor is comprised of the following economic factors for
each market:
• Purchasing power, based on the current exchange rate strength along
with the actual change in exchange rates and the expected change in
value of each currency over the next three years
• Visitor value: a function of the visitors median length of stay, their
average spend per trip, average spend per day and total spend per
leisure trip
Cost is a compilation of each market’s affordability and market presence.
Affordability is constituted of market media costs and ease of doing business
in each country. Market presence takes into account Visit California’s past
investment as well as the number of state DMOs with offices in each market.
Risk inputs include the following economic indicators: government bond
ratings, GDP resilience overall and during recessions and U.S. travel resilience
overall and during recessions.
Access considerations include commercial flight volumes, distance from
California, and visa waiver status.
Conclusion
Visit California has always used a number of sources and data types to
determine how to allocate marketing funds abroad. As it moves toward a
more unified global marketing program, the importance of standardizing these
data to be truly comparable across markets has been amplified. Visit California

turned to the recognized leader in the field of tourism economic consulting for
assistance.
Visit California staff spent much time with the MAP results, working iteratively
with the Tourism Economics team to address questions with preliminary
results. The MAP structure allows for numerous ways to look at the data, and
various scenarios can be run according to how many countries are considered
and which advertising formats will be used.
MAP output has been and will continue to be considered reliably powerful
quantitative data for strategic planning. We must be careful, however, not to
make MAP data the sole determinant of market selection and budget
allocation. Qualitative intelligence and industry interests play important roles
as well.
Program Contact
Dan Mishell
Research Director
916.319.5413
dmishell@visitcalifornia.com

Publications
Visit California research has found that while many
consumers use the Web to do their trip planning, they still
rely on a print piece during their trip. In particular, the
various California Visitor’s Guides serve as California’s
premium print publications and primary distribution pieces
of collateral, as well as the primary advertising vehicle for
the industry to reach prospective visitors. Key publications
pieces include:
• California Visitor’s Guide
• International Visitor’s Guides
• California Road Trips
• California Official State Map
Gwynne Spann
Content Manager
Visit California

Communications
Communications promotes California by leveraging Visit
California programming and delivering statewide product
news and experiences to media worldwide, ultimately
increasing consumer interest and visitation. Additionally,
Visit California communicates news and opportunities to the
California travel industry through speaking engagements and
the tourism industry Web site.
Visit California aims to increase overall earned media ROI
and create platforms for industry partners to reach top-tier
media, such as the popular domestic media receptions and
international media missions. These events connect partners
with key media and provide an efficient way to reach
multiple audiences at once.
Other global communications activities include press
releases, desk-side visits and press trips. In conjunction with
Public Affairs, Communications also works to position Visit
California as an industry leader for travel expertise to U.S.
media, industry and government.
Shannon Brooks
International Public
Relations Manager
Visit California
Jennifer Sweeney
Public Relations
Manager

Los Angeles & New York Media
Receptions
March 6 and March 27, 2012
Program Description
Visit California hosted two successful media receptions in March 2012 to serve
as one-stop shops for journalists interested in learning more about California
travel product developments for potential story development. The Los
Angeles Media Happy Hour was held on the rooftop of The London West
Hollywood on March 6, 2012, and the New York Media Reception was March
27, 2012, at the Metropolitan Pavilion in Chelsea.
These events are designed to connect California destinations and tourism
businesses with key travel media to generate additional interest in California as
a travel destination.
Target Audience
The events were targeted to travel media based in Greater Los Angeles and
New York City and surrounding areas.
Objectives & Reach
• To promote California as a premier travel destination and to educate the
in-market media on the California travel product for future story
development in consumer and trade outlets.
• To provide an opportunity for delegates to showcase their individual
travel products to influential media.
Results & Accomplishments
This year's Los Angeles event attracted 58 key consumer, lifestyle and travel
media, from outlets such as Johnny Jet and several AAA publications. Eightynine
media attended the New York event, including representatives from

Brides, Christian Science Monitor, New York Daily News, Saveur, Parents, Travel
+ Leisure, “CBS This Morning” and Reuters.
Program Contact
Jennifer Sweeney
Public Relations Manager
916.233.0255
jsweeney@visitcalifornia.com

Brides, Christian Science Monitor, New York Daily News, Saveur, Parents, Travel
+ Leisure, “CBS This Morning” and Reuters.
Program Contact
Jennifer Sweeney
Public Relations Manager
916.233.0255
jsweeney@visitcalifornia.com

Domestic Media Relations Outreach
February through April 2012
Program Description
The Communications Department practices both proactive and reactive media
relations and serves as a resource to travel and tourism, trade and business
media. In addition to specified outreach, Visit California also hosts domestic
media familiarization tours on an ongoing basis. The media ROI grid tracks
results based on these efforts. This results compilation is created based on the
work of our public relations agency and on other media tracking methods.
Target Audience
Domestic consumer, lifestyle and trade media (print, broadcast and online
media).
Objectives & Reach
Visit California issues approximately four news releases each year and 12
themed pitches, publishes quarterly editions of What’s New in California,
updates the Web site Press Room on a regular basis, sends a quarterly media
e-newsletter, distributes a weekly Visit California news bulletin, brings media to
California on press trips, and responds to media requests on an as-needed
basis.
Results & Accomplishments
With the increase in social media and online coverage, DCI (Visit California’s
public relations agency) measures value with a greater emphasis on
impressions and reach, and less on the monetary equivalency evaluator.
Domestic advertising equivalency generated by DCI from February 1, 2012,
through April 25, 2012 was $568,072 (ROI of $8), with 14,619,245 impressions.
Placements included NBC’s “Today,” Alaska Airlines Magazine, Destination
Weddings and Honeymoons, the Boston Globe, Austin American Statesman’s
travel blog, JohnnyJet.com and thefashionspot.com.

.
Program Contact
Jennifer Sweeney
Public Relations Manager
916.233.0255
jsweeney@visitcalifornia.com
California Tourism received major
coverage in the following media outlets.

Travel Trade
Domestically, Visit California continues to promote travel
trade fams around major travel shows and organizes travel
trade fams throughout the year. The Travel Trade program
provides additional cooperative marketing opportunities to
leverage limited partner budgets. And as the opportunity
to influence trade migrates online, so Visit California is
moving training programs online to create centralized
travel trade training and collateral.
The main goals of Travel Trade are to increase awareness
of the California product, to increase targeted product in
tour operator brochures, and to familiarize front-office
personnel with the California product so they are able to
provide firsthand knowledge to their clients and thereby
increase sales.
Leona Reed
Senior Director of
International Marketing
Visit California

Go West
February 6-9, 2012
Program Description
Go West Summit is the premier business-oriented travel trade show selling the
American West, bringing together the world's top international tour operators
with specialty suppliers who offer year-round products in a 13-state region of
the Western United States.
Go West Summit was held at
the Green Valley Ranch in
Henderson, Nev. Karin Fish, the
Visit California vice president of
operations and industry
relations, was a featured speaker
at breakfast on the opening day
of Go West.
Target Audience
The target audience for this trade show is destinations, attractions and hotels
and tour operators and travel agencies who sell the Western U.S. Among the
493 people in attendance were 310 suppliers and 152 tour operators.
Objectives & Reach
The objective of Visit California at Go West is to connect with both domestic
and international tour operators, sharing developments and content that
encourages them to expand their California offerings. Through prescheduled
meetings and mixers, suppliers are given the opportunity to meet with the 152
operators in attendance to promote their products.
Results & Accomplishments
Visit California met with 34 companies and distributed leads to the 50
California companies in attendance.

Program Contact
Leona Reed
Senior Director, International Marketing
916 319 5434
lreed@visitcalifornia.com

California Welcome Centers
The 20 California Welcome Centers (CWCs) serve to
promote the entire state and their immediate area, giving
travelers a reason to stay longer in a selected region. All
CWCs service California travelers by providing destination,
attractions, performing arts and accommodations
brochures from throughout the state. The centers also
provide reservation services, Internet access, regional and
California merchandise, attraction ticket sales and plasma
screen advertising.
The CWCs program operates using the core strategies of
branding, education and promotion and maintains a
presence at major tourism conferences in order to educate
regions on the benefits of having a CWC and to encourage
the tourism industry to partner with the centers.
Karin Fish
Vice President of
Operations &
Industry Relations
Visit California
Cris McLucas
Tourism Assessment
Manager

California Welcome Center Program
Program Description
The 20 California Welcome Centers SM (CWCs) serve to promote their
immediate regions as well as the entire state of California, giving travelers a
reason to stay longer in a selected locality. All CWCs perform a concierge
service for travelers while in California by providing destination, attraction,
performing arts and accommodations brochures from throughout the state.
CWCs also provide reservation services, Internet access, regional and
California merchandise, attraction ticket sales and plasma screen advertising.
Each CWC is independently owned and operated and pays a yearly fee to the
state for designation as an official California Welcome Center. In return, Visit
California provides marketing assistance and oversight for the centers.
Target Audience
Visitors to California, particularly those who are making driving trips.
Objectives & Reach
To inspire travelers to stay longer and spend more by giving them the
information and concierge services they need to make their plans.
To ensure that travelers have the information and services they need to enjoy
a deeper California experience and to encourage repeat visitation and positive
word of mouth referrals.
Results & Accomplishments
• Visitor Counts
With the addition of Buena Park and Salinas CWCs, the number of visitors
that passed through the doors of the CWC network reached 1.4 million
during the year 2011. This volume is a 10 percent increase over the number
of visitors that stopped into the CWCs during 2010.

• Marketing Integration
Visit California continues to effectively integrate the CWCs into the
strategic marketing plan through a variety of methods.
o Social Media
Now that the CWC Facebook page has been integrated into Visit
California’s Facebook site, staff has turned attention to Twitter. The
Twitter account established by the CWCs is being abandoned, and
followers are being redirected to Visit California’s B2B account,
“CTTCNews.”
o Mobile Applications
With the launch of the mobile application for iPad, users can view the
California Visitor’s Guide which references the CWCs. In addition,
mobile phone users can now access Visit California’s mobile Web site
and learn the location of the nearest CWC along with driving
instructions.
o Biodegradable Bags
To promote the CWC-Visit California partnership, biodegradable bags
were developed highlighting both brands. The bags are distributed to
visitors to hold literature and purchases obtained at the CWCs.
o Family Task Force
A CWC representative is a member of the newly formed Family Task
Force that is providing strategic guidance on marketing efforts to
promote family travel.
• CWC Mixer
A CWC Mixer was held in February 2012 at the Visit California
headquarters. The purpose was to provide an environment for the CWC
managers to educate the Industry Relations representatives and staff from
the international offices about the welcome center network.
• Regular conference calls with CWC managers are conducted to keep
everyone informed and engaged.
Program Contacts:
Cris McLucas
Tourism Assessment Manager
916.445.6546
cmclucas@tourism.ca.gov
Tiffany Tyler
Welcome Center Analyst
916.233.0261
ttyler@tourism.ca.gov

United Kingdom
The U.K. is California’s top overseas market with a
projected 710,031 U.K. travelers having come to California
in 2011. At 19 percent of the U.S. market share, the U.K. is
Visit California’s leading market. Travelers from the U.K.
stay an average of 10.4 nights in the Golden State and
spent a total $1.3 billion.
A Mintel report estimates that U.K. leisure travel to the U.S.
will increase by 29.9 percent by 2014, with California wellplaced
to capture a significant amount of this travel due to
continued advertising and consumer awareness. Data
shows that 71 percent of U.K. travelers are aware of
California advertising, which generated nearly 61,700
incremental trips, or $184 million in incremental spending in
2011.
Leona Reed
Senior Director of
International Marketing
Visit California
Lilly Kimmelshue
Marketing Manager,
Europe & India

U.K. Brand Advertising
November 2011-March 2012
Program Description
This is the fifth year that Visit California has undertaken brand advertising in the
U.K., launching the refreshed domestic TV “Misconceptions II” spot and locally
adapted True Californian print executions in national newspaper supplements and
on the London Underground. The activity has been supported by British Airways
on video on demand channels and a portion of the press activity.
TV
Print has been used to extend and deepen brand
messaging and to allow for more specific
product messaging such as food, wine and beach
culture. The True Californian creative expanded
in February with the arrival of music icon Linda
Perry as our new female talent.
Large-scale billboards on the London
Underground were used again this year as this
channel has the longest dwell time and highest
retention rate of any media due to the captive
audience. Additionally London has the highest
proportion of ABC1 adults – more highly
educated and better-paid – in the U.K., and they
are 22 percent more likely to travel long haul for
holidays than the rest of the U.K.
“Misconceptions II” ran from December 26 to January 31 for 300 TVRs in a
continuous burst, then as a pulse strategy of an additional 200 TVRs on a week-on,
week-off basis ending early February. This gave us 1+ cover of 84 percent and an
opportunity to see of 6.4.
TV On Demand
New to the plan this year was VOD. This enabled us to distribute both
“Misconceptions” and “Out There” to the U.K. audience. By using a combination of
digital channels and networks, we have been able to target by both lifestyle and
behavior. Channels included ITV Player, Sky Player, 4OD and Specific Media and
Brightroll networks.
Outdoor

Two bursts of activity on the London Underground
advertising ran for two weeks each. The first ran in November
with Glen Plake (ski), Jack O’Neill (surf) and Roy Choi (food
and wine) and the second in late February with Jack O’Neill
and Linda Perry (music). The activity covered 400 premium
poster sites in key London stations with an expected reach of
2 million and average OTS of 20.0 (per two week burst).
Media Buys
The media buys launched in January and ran to the end of
March, running in quality weekend magazines. With the addition of the Linda Perry
creative we were able to target female-focused titles (You, Stella, Stylist) with a
more-relevant message. British Airways appeared on approximately half of the
press insertions with competitive prices for flight and car hire packages and hotels.
The estimated reach of the press activity was 41.71 percent ABC1s (52.37 percent
silver voyager demographic and 36.22 percent cultured explorer demographic)
and OTS of 4.31.
Target Audience
All U.K. adults ABC1, ages 25–64.
TV naturally delivers more strongly against our key target audience of the silver
voyagers (45 and older) as they are likely to spend more time at home than the
cultured explorer (ages 25-45) market.
London Underground media specifically targets the cultured explorers who are
concentrated in urban environments.
Objectives & Reach
• Drive incremental volume and value of holiday bookings to California.
• Drive increased traffic to visitcalifornia.co.uk.
• Increase budget for brand messaging through partnership working with tour
operators or potential Californian product partners.
• Continue to demonstrate strong ROI.
Results & Accomplishments
Web Visitation

The TV plan was lower-weighted this year (100 TVRs less than last year) and ran
on a pulse strategy to the beginning of February. Over the course of the activity
the TV again drove mass visitation. Use of the pulse strategy combined with other
channels has generated a continuous improvement in web traffic over the
campaign period, with nearly 10,000 incremental unique visitors year over year:
December 26, 2010, to April 3, 2011: 204,378 unique visitors
December 26, 2011, to April 3, 2012: 213,945 unique visitors
The Web site bounce rate fell month on month to 22.99 percent against 38.93
percent same period last year. The use of new media such as VOD has contributed
to this considerable improvement due to the direct targeting against user
preferences and behaviors.
TV On Demand
The “TV on demand” activity has
performed well:
Sky Player, which ran until April 16:
• Impressions delivered: 3,476,
489
• Clicks: 60,714; click-through
rate: 1.75 percent
Specific Media, with its lifestyle and travel behavior targeting, is delivering the
highest CTR with 2.68 percent, followed by Brightroll at 1.97 percent, 4OD at 1.15
percent and ITV Player at 1.11 percent. This shows strong affinity with the target
audience.
The activity is running both “Misconceptions II” and “Out There” ads with a 10-
second British Airways end tag. “Out There” is currently performing slightly better
with an average CTR of 1.8 percent, compared to 1.7 percent for “Misconceptions.”
Tracking
Full awareness tracking will be completed soon after evaluating the reach of all
brand activity. Media buying review with 23 media will take place in May.
Program Contact
Leona Reed
International Marketing Director, Europe
916.319.5434
lreed@visitcalifornia.com

California Classics – Screenings Season
March – April 2012
Program Description
Following the successful California Classics screening season in 2011, a second
season ran March-April 2012. Targeting the film-loving, educated, urban
professional audience, California Classics provides a unique platform for brand
engagement through popular culture.
This season of free film screenings across the U.K. has been promoted through an
online campaign led by a social media hub on Facebook. The events have taken
place every Wednesday over four weeks at six independent cinemas in key urban
hubs. Each cinema has been selected for its proximity to the target audience,
independent feel and social media presence: Edinburgh, Newcastle, Liverpool,
Brighton, London (x 2).
Four classic films were selected for their cult and cultural appeal and for their
ability to showcase California through their locations and characters:
• “Milk” – San Francisco
• “Bullitt” – San Francisco and environs
• “Chinatown” – Los Angeles and Catalina Island
• “Sideways” – Santa Ynez Valley/Santa Barbara Wine Country/Solvang
All films were preceded by introduction content by Alex Zane as well as the
“Misconceptions II” commercial.
Promotional activity
The campaign has been based on a Facebook app and focused mainly on social
media channels to engage the audience, distribute tickets and link to partner social
media sites. This platform is an ideal way to communicate with and engage the
target audience – avid consumers of new and digital media.
Each entrant’s data is captured for future outreach and entered into a drawing for
a holiday to California (with flights courtesy of Air New Zealand.) The holiday
competition drawing has been a useful way to build excitement and to encourage
people to sign up for tickets.
To launch the campaign, an e-newsletter was sent to the existing California
Classics e-database (4,000) as well as to the cinema databases – approximately

106,000 recipients. The email launched the campaign, announced the films, dates
and locations. People were directed to the California Classics Facebook page
where they could apply for tickets, Each week the tickets were allocated by
random drawing and people notified by email.
A fun and friend social media dialogue on Facebook
(www.facebook.com/californiaclassics) and Twitter (@caclassics) engaged the
audience on a daily basis by answering questions, teasing events, and generating
feedback and interaction with the content and other users.
Cinema marketing
This year we chose to broaden our reach and
work with both the Picturehouse network
(half the cinemas) and specially selected
independent cinemas. This has enabled us to
tap into their existing, well-established email
databases and social media audiences. Each
cinema communicated to their audience
about the season on a weekly basis and
reposted and tweeted our social media
announcements.
Engagement
The Facebook page became the hub of the
promotion activity, engaging consumers with inspirational and educational,
information. The team responded promptly to questions and queries to keep
consumers interested and secure insightful feedback from them on the films and
how they’ve been inspired to experience
California for real.
Quiz app
As part of the engagement, we built a quiz
app for people to answer questions on
favorite California Classics movies in order to
win small prizes like film books, posters and
DVDs.
PR
PR activity included outreach to regional journalists and film bloggers. The
response from the blogging community was particularly strong and has helped us
to further establish California Classics in the film community as well as the general
travel sphere.

Partners:
Air New Zealand continued its support of the California Classics brand by
partnering with us on this campaign. They have provided a pair of flights for the
competition prize as well as EDM and social media support.
Other trade partners have supported the activity by reposting the Facebook URL;
retweeting links, including the link in consumer emails; and motivating staff with
VIP tickets. Flight Centre, Osprey Holidays, Travelbag, Travel Counsellors, Titan
Travel and Black Tomato have all generated awareness of the screenings.
Event branding:
At each event, guests were greeted by a
California Classics hostess and given
tokens for a free glass of California wine
and a box of popcorn.
The California Classics guidebook was
given out to guests, and many were seen
reading them while waiting for the film to
start. The guide focused on the themes and
locations of 20 top California Classic
movies and introduced the various regions
and their film-making credentials.
Target Audience
The core target audience for this activity is the Cultural Explorers – 25- to 40-yearold
urban professionals with a love of film and travel. However, due to the wide
appeal of the films and the established audiences of each cinema, we have been
able to reach a far broader audience profile.
Objectives & Reach
• Encourage U.K. visitation to California through the medium of film.
• Develop the California Classics brand by showcasing four classic movies.
• Expand the California Classics audience – primarily through social media
and increase engagement.
• Evolve the California Classics brand into a platform for consistent
engagement and inspirational led activity.
Results & Accomplishments
Full results are currently being collated. Interim results are strong – showing that
the campaign has delivered well against objectives:

• Ticket applications – 10,907
• Unique registrations – 2,953
• Facebook likes – the campaign has doubled the audience to 5,551
• Demographic – 61.5 percent of our audience was within the 25-44 age
group and 43 percent within the core 25-34 group
• Reach – total reach 1.8 million (fans and friend of fans)
• Peak reach – 1.7 million during peak week of campaign
• Social media interactions include:
o Positive response to the events, films and wine.
o Sharing memories of previous trips to California prompted by seeing
the film again.
o Statements of inspiration and motivation to plan a trip to the state.
Program Contact
Leona Reed
International Marketing Director, Europe
916.319.5434
lreed@visitcalifornia.com

Travel Marketing Awards
March 22, 2012
Program Description
The Travel Marketing Awards honor the most original ideas and bestperforming
ones in travel advertising and marketing in the U.K. Entries include
those from the largest and
highest-profile travel-related
firms.
The awards are judged by
agency and travel industry
professionals. There are 11
awards in the advertising area,
19 in the marketing area and six
in “Campaigns of the Year.”
The Visit California U.K. office of
Black Diamond took home three
top honors in the 2012 Travel Marketing Awards. Virgin Atlantic was the only
brand to win more awards than Visit California.
Results & Accomplishments
• Most Innovative Marketing for the
"California Classics" campaign
that centered around Hollywood
films featuring California
landscape (Black Diamond).

• Best Poster Advertisement for the "True
Californians" campaign on the London
Underground (MeringCarson and Black
Diamond).
• Best Use of Affinity Marketing
and Sponsorship for premium
watchmaker TW Steel's California
Collection (Black Diamond).
• Visit California garnered one of the few gold standards given out during
the evening.
Program Contact
Leona Reed
Senior Director, International
Marketing
916.319.5434
lreed@visitcalifornia.com

U.K. Broadcast Focus (PR)
January – March 2012
Program Description
Based on U.K. booking patterns, Visit California – UK & Ireland determined the
second and third quarters as the most effective time to identify and secure
broadcast opportunities to showcase California’s diversity to a mass audience
Opportunities were sought to provide timely coverage that supported specific
campaigns and initiatives as well as the core communication pillars of
entertainment, adventure and cuisine.
This Morning – ITV1
Timed to coincide with the March burst of California Classics activity, Visit
California worked with “This Morning,” ITV1’s flagship daytime show, on a strand
entitled ‘Movie Star Menus’. Hosted by celebrity MasterChef winner and actress
Lisa Faulkner, the segment
looked at famous movies and
the role of food within them.
The team worked on two
films: “Pretty Woman,” based
around Beverly Hills,
Downtown LA and Santa
Monica; and “Mrs. Doubtfire,”
focused in and around San
Francisco. The filming
dovetailed perfectly not only
with the current California
Classics messaging, but also
with the food and wine element that will be a core component of the fiscal year
2012-13 strategy. The show reaches an average 1.4 million each day and has a 21
percent share of available viewing.
The Gadget Show – Channel 5
The “Gadget Show” is a primetime TV show in the U.K. billed as the “Top Gear” of
technology. An entire episode was filmed on location in California, looking at
innovation and technology in its birthplace. Filming on location in Malibu, Big Sur,
Silicon Valley, San Francisco Bay and Lake Elsinore, the show tested the latest
gadgets for watercraft, sound systems, social networking apps, binoculars and
concept cars – all against the visual backdrop of sunny California. The show gets
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 -
attracts 500,000 individual page impressions per month.
Holiday Heaven on Earth – Channel 5
“Holiday Heaven on Earth” is a new travel show
airing in the U.K. – the first traditional “holiday”
show in more than four years. Visit California
negotiated three California features designed to
appeal to our three target demographics:
1) Lake Tahoe (Silver Voyagers) – focusing
on the shoulder season offerings.
2) San Diego (Premium Families) – to
promote the new direct BA flight and attractions.
3) Central Coast’s San Luis Obispo County (Cultured Explorers) – to
showcase an often-overlooked destination on the U.K.’s most popular
California road trip.
The series aired between February and March 2012 to an estimated audience of
1.1 million viewers per episode and is now being sold worldwide.
Also during December 2011 and January 2012 two hourlong episodes of “Inside
Luxury Travel“ were broadcast on the Travel Channel in the U.K. Filmed in May
2011 ,these focused on the Napa Valley and the northern part of the Central
Coast (Half Moon Bay and Big Sur). The series airs to more than 1 billion people
worldwide in 169 countries in 21 languages and on 11 airlines. Each episode airs
at least 30 times.
Target Audience
Mass-market U.K. consumers with a slant towards the three target
demographics.
Objectives & Reach
The objectives of the strategy:
• To gain quality prime-time TV coverage in the U.K.
• To highlight the diversity of California through a number of programs
and approaches.
• To generate traffic to .co.uk from channel Web sites.
• To provide opportunities to the travel trade through on-screen and
Web site calls to action.
• To highlight core communication pillars and support active
campaigns.

• To raise awareness of a variety of destinations and associated
activities.
• To provide opportunities for accommodation partners to gain
significant exposure.
Results & Accomplishments
Total broadcast coverage between January and March 2012:
• Total air time: 156 minutes
• Combined audience: 5 million (U.K. alone)
• Web site unique users: Over 1 million
• Total AVE: $690,000
• Total PR Value: $2,070,000
• ROI: $170
Program Contact
Leona Reed
Senior Director International Marketing
916.319.5434
lreed@visitcalifornia.com

Flight Centre – U.K. trade
campaign
March 2012
Program Description
Flight Centre is one of the world’s largest and most successful independent
travel retailers, with more than 2,000 leisure, corporate and wholesale
businesses in 11 countries. The USA is the biggest single-country destination
market for Flight Centre UK, with California representing 23 percent of the
USA ticket numbers.
This year, Flight Centre has sent nearly 72,000 passengers to the USA – and
almost 17,000 to California. For the U.S., this is a 43 percent increase on last
year while the California has seen a 50 percent increase year over year in
passenger numbers.
The campaign was initiated as a way to capitalize on Flight Centre’s successful
business results and the launch of the Infinity USA brand to bring incremental
travel to California in March 2012.
Flash Sale
Flash Sale is a very successful Flight Centre concept, and it teases the
destination flash sale through multiple channels with sales staff fully trained on
the destination. The goal was to sell 100 flights to California for £1 (compared
to around £375, which is the cost of taxes and fees) which generates a huge
amount of media coverage. Not only did the 100 seats sell very quickly – it was
the most successful flash sale to date – but additional seats were sold as a
result of the hype. The fare was structured to include a 10-day car rental, so
people who bought seats were encouraged to purchase accommodations and
make it a “fly and drive”
holiday.
Ways we promoted the
flash sales included:
Online marketing:
• Cheapflights, 1.2
million

• Dealchecker, 800,000
• Consultant portfolio, 100,000 customers
• Dedicated flash sale page on Flight Centre Web site
• Dedicated e-newsletter sent to Flight Centre database
Offline marketing:
• Press – Metro on Wednesday
• Press – Evening Standard
• Window Board
Campaign page:
Home page banner on Flight Centre Web site; campaign page showcasing
California products, visuals and editorial; left-hand side (two days) linking to
campaign page.
Online campaign elements:
California microsite:
• Landing page featuring destination information.
• Pages dedicated to themed packages, including food and wine
(culinary), entertainment, adventure/outdoors, beach culture and family.
• Traffic driven through banner advertising on Flight Centre Web site,
including home page presence as part of rotating banners.
Flight Centre E-newsletter:
• 200,000 subscribers
Facebook contest:
• More than 6,000 followers and rapidly growing. It supported the
California campaign through targeted messaging and competitions –
drove 40 percent of the traffic to the microsite.
Infinity Holidays “Hot Deals” flier:
• Distributed both through email and print to all Flight Centre consultants.
They are used as a sales tool and to communicate Flight Centre deals.
Infinity Intranet:

• California banner on Infinity intranet driving traffic to the microsite.
Infinity online booking system welcome page:
• Flight Centre consultants either make their California land bookings on
the Infinity online system or through the Infinity sales team. The
welcome page on the Infinity online system was dedicated to California
and the online training program. Infinity’s consultant’s email signatures
were replaced with the California logo, along with the campaign details
and details of the incentive.
Offline Marketing Activity:
In-store point of sale:
• Client-facing window board panel.
Training Activity:
• Consultant training and incentive. Visit California roadshow with inmarket
partners – promoting California to 80-plus agents through
training.
Target Audience
Both consumers and trade. Flight Centre’s extensive sales team network was
targeted, and the ultimate call to action was promoted through consumer
promotion channels.
Objectives & Reach
The objective was to increase passenger numbers and room nights to
California with Flight Centre by 40 percent year over year during the
campaign period. Results are to be determined and will be released soon.
In addition, the goal was to educate Flight Centre agents on the abundance
and diversity California has to offer and to encourage them to book ground
products in addition to flights.
Also, Flight Centre has extensive consumer reach, and the campaign made it
possible to raise awareness of California’s variety of experiences and key
product offerings.
We also engaged with local tourism partners (Universal Studios, SeaWorld,
Hyatt, etc) by allowing them the opportunity to buy in to the campaign and to
promote their own messages to California through custom offers and training
opportunities.

Results & Accomplishments
Full results are pending.
Program Contacts
Leona Reed
Senior Director, International Marketing
916.314.5434
lreed@visitcalifornia.com

TOG24 and Visit California
California Snow Winter Promotion
September 2011 – March 2012
Program Description
TOG24 is a privately owned outdoor sports retailer with 55 stores nationwide that
offers access to the mid-upper end of the U.K. skier target market and outdoor
sports enthusiasts. With 165,000 web impressions per month during winter to
www.TOG24.com, TOG24 was an ideal partner for Visit California to team with on
a California snow promotion.
The promotion involved a holiday sweepstakes advertised on in-store wall posters,
transaction-point displays and transaction-point fliers. The online component
included a home page traffic driver on www.tog24.com, a competition splash
page, entry form, terms and conditions with links to the Visit California Web site.
Further coverage was provided in TOG24 monthly e-newsletters sent to more than
200,000 subscribers. to the sunshine
Activation
• Promotional materials and activity included California logo, URL, images,
namecheck, copy and data collection opportunity.
• Use of existing California brand advertising (Glen Plake creative) to produce all
in-store collateral and online artworks.
In-store
• Window posters (six per store)
• Point-of-sale / changing room posters (eight
per store)
• Competition entry forms (1,000 per store)

Online
• Home page panel
• Competition splash
page
• Online entry form
and opt-ins
• Terms and
conditions
Direct mail
• Details of the
holiday
sweepstakes in all
TOG24 eCRM
during this period
• One eNewsletter
per month
• Database of
215,000
Target Audience
• Mid-upper end of winter sports audience
• Skiers in the travel consideration set
Objectives & Reach
• To promote California snow to the largest ski retail audience in the U.K.
• Collect opt-in data (target audience who would like to receive further
information about California snow product) for further marketing initiatives.
Leverage the California brand to promote the quality of the experience
(mountains/snow) in conjunction with an established and trusted outdoor
sports brand in the U.K.
Results & Accomplishments
Background:
Despite the economic climate, TOG24 continued to see growth through the fourth
quarter of 2011 thanks to:
• Reputation for quality products
• Value price point
• Strong winter season in Europe –a record number of ski vacation bookings
and the best snow in 40 years

In-store:
Foot traffic through stores seeing branded collateral during campaign period –
1,848,000
Direct Mail:
• Six eNewsletters between September 2011 and March 2012
• Number of click-throughs from eNewsletters to Web site – 180,600
• Click-through rate – 18 percent
Online:
• Impressions on Web site during campaign period – 1,000,200
• Overall number of entries to competition (through February 2) – 23,550
• Overall number of opt-ins - 2,670
Program Contact
Leona Reed
Senior Director, International Marketing
916.319.5434
lreed@visitcalifornia.com

PGA and Destination Golf – California
Golfin’
January 1, 2012 – June 30, 2012.
Program Description
Visit California partnered with the Professional Golfers Association, featuring the
management and owners of more than 400 golf clubs in the U.K.; Virgin Atlantic
Airways; and Destination Golf to promote California Golf to the core mass market
of golfers in the U.K.
Destination Golf was founded in 1992 and is recognized as the leading specialist
golf tour operator to the USA from the U.K. Destination Golf currently works
closely with Virgin Atlantic Airways and is their chosen tour operator for all golf
travel opportunities. Virgin Atlantic also is a main sponsor of the PGA in the U.K.
Brochure:
Destination Golf produced a 12-page
brochure featuring the main California golf
destinations and products with which they
already contract, including Palm Springs,
San Diego, Monterey, San Francisco,
Sacramento, Napa and the Central Coast.
The brochure will be distributed to more
than 400 U.K. golf clubs, and an additional
10,000 copies will be distributed at PGA-
and Virgin Atlantic- sponsored events
throughout 2012. The brochure also will be
used as a fulfillment piece to inquiries
generated through the California Tourism
Web site in the U.K. (25,000 units will be
distributed throughout 2012).
E-brochure:
An electronic version of the brochure will
be mailed to the Virgin Atlantic and
Destination Golf database of 68,000 U.K. golfers on a quarterly basis over a sixmonth
period that began January 1, , 2012.
Fam Trips:
Destination Golf and Virgin Atlantic will look to arrange a series of PGA
professional fam trips to educate golf club professionals about the product and to

promote travel offers to golf club members. U.K. golf clubs have a strong email
database of members, which the club professional has access to and from which
they can promote holiday offers. The first trip was arranged with Palm Springs for
January 23 – 27.
Target Audience
• Influential golf professionals.
• Extensive database of U.K. golfers who play golf regularly and travel abroad for
golf holidays.
Objectives & Reach
• To increase sales, inquiries and awareness of golf in California.
• To heighten the brand and messaging of California to a targeted golf
demographic, using the most-respected professionals in the golf industry as
ambassadors for California golf.
• Motivate PGA professionals to promote and push California golf holidays
through more than 400 golf course and golf clubs.
• Create an online presence with the PGA to showcase California golf and
package deals for golfing in California.
Results & Accomplishments
Initial results for this activity are pending.
Performance will be measured based on incremental holidays sold, increase in
inquiries and sales, and an increase in awareness of the California golf product.
Web site metrics also will be evaluated.
Program Contact
Leona Reed
International Marketing Director, Europe
916.319.5434
lreed@visitcalifornia.com

Japan
It is estimated that California received 565,044 visitors
from its second-largest overseas market of Japan in 2011,
and that those travelers spent a collective $1.1 billion. The
average Japanese visitor stays approximately 6.9 nights.
Despite the natural disasters that took place in Japan in
March 2011, travel to California exceeded projections in
2011. At year’s end, California Point of Entry arrivals from
Japan had risen by 3.6 percent compared to 2010, and the
number of Japanese travelers claiming California as their
first intended address in the U.S. had grown by 4.3
percent. Leisure travel from Japan to California is
projected to increase by 4.5 percent in 2012 and 4.4
percent in 2013.
Antonette Eckert
Director of Asia
Marketing
Visit California

100 Colors in California
Social Media Promotion – Social
Road Trip
March to April 2012
Program Description
After the great success of the first
season of the 100 Colors in
California social media promotion,
Visit California Japan launched the
interactive social media promotion
Social Road Trip – using Facebook,
Twitter and Mixi – on March 5. It
ran through April 4.
The aim was to gain more Twitter followers and Facebook fans to further
enhance social media for the second digital promotion, as well as to increase
awareness of California as an ideal “fly and drive” destination.
In order to bring a wider range of people to the Visit California site and to the
100 Colors in California and Social Road Trip pages, Visit California Japan
carried out a co-op promotion with Ferrari Japan. Ferrari Japan provided its
model Ferrari California to use during the campaign, which helped generate
high-impact media exposure for the California “fly and drive” concept.
Visit California Japan partnered with Tabi Kobo (one of the Japanese major
online travel agents), United Airlines and Hertz rent-a-car to effectively
motivate people to experience “fly and drive” holidays in California.
In addition, Visit California Japan communicated the diversity of California
through the new brand site 100 Colors in California. Eighty California tourism
attractions were organized onto cards, and 20 new articles were uploaded on
March 5. The promotion consists of building your own virtual California tour,
sharing it via social media, and registering for a give-away campaign.
Details of the Social Road Trip promotion:
• Phase 1: Advance publicity
o Before the teaser period and actual road trip, we gained advance
publicity by placing Facebook ads and issuing press releases. Visit
California Japan also secured free publicity in some major
magazines or their official Web sites, such as 25ans Wedding,
Oceans and Perfect Boat.

• Phase 2: Teaser site
o The teaser site created anticipation. We
used a prize (California trip) as an incentive to motivate people to
follow us on Twitter and Facebook.
• Phase 3: The Road Trip
o The special site provided an almost-live report of the Golden State
road trip in a Ferrari California on social media, and followers were
encouraged to get involved as if they were experiencing it
themselves.
o The road trip timeline contained various posts such as check-ins,
photos, movies and comments.
o It included not only articles on sightseeing spots, but also other
information such as giveaway of the day and travel and driving
tips.
o A game element allowed participants to collect points and icons
by taking action. It was available as a Facebook application, so
participants could share their score and compete with friends.
• Phase 4: Archive
o The Ferrari California road trip report remains available as archived
content.
Target Audience
The primary audience was Visit California Japan’s core target segment of
women in their 20s and 30s who spend large amounts of time online.
Objectives & Reach
• To construct a brand image of California as “a place like no other” by
communicating the wealth of tourist resources and its unique attitude.
• To engage visitors’ interest to visit California via the new microsite that is
designed to communicate California’s diversity and unique atmosphere
through “color.”
• To use online media as a way to interact with the California brand.
• To provide would-be visitors with information that meets their needs.
• To deepen consumer understanding of the California brand by
promoting California as a “superlative place” – specifically to our primary
target of women in their 20s and 30s.
Reach for the Visit California site
including the 100 Colors in California and Social Road Trip sites
• Unique users increased by 45 percent, and page views went up 28
percent compared to the previous month.

Reach: give-away promotion via PC and mobile phone
• The number of entries was smaller than the first promotion in November
2011, but this is understandable since the requirements to enter were
much higher. (Participants must be older than 20, must have a driver’s
license, must have a social media account, etc.)
• The give-aways of the day attracted a relatively good number of people.
Trip to California: 1,306
Daily double chance presents: 530

Reach: social media sharing
Increasing social media fans was the main target of this promotion.
Results & Accomplishments
• Total number of applicants for the give-away campaign via PC, smart
phone and mobile was more than 1,306, and applicants for the doublechance
campaign were 530.
• Since its launch, total site traffic has dramatically increased. Unique users
increased by 45 percent and page views rose 28 percent compared to
the previous month.
Total unique users: 35,958 (+11,034)
Total page views: 150,117 (+32,668)
• Twitter followers increased dramatically and
reached more than 2,000. We also have
gained more than 700 Facebook fans and
have had interactive communication with
them on the Facebook platform.
• We have achieved our original target set for
fiscal 2011-2012.
Program Contact
Antonette Eckert
Director of Asia Marketing
916.319.5405
aeckert@visitcalifornia.com

Japan Public Relations
April 2011
Program Description
To increase the impact and awareness of the social online campaign
implemented this fiscal year, Visit California Japan is integrating the campaign
into all PR activities. Taking into account the significant impact that TV and
online exposure will generate, Visit California Japan has targeted unpaid PR on
nationwide TV and online as a key part of Visit California Japan’s 2011 PR plan.
Also magazines are the ideal medium for PR in Japan, as many lifestyle/fashion
magazines in Japan generate regular travel features.
Visit California Japan also implemented a co-op promotion – integrated with
PR and social media – with Patagonia to leverage brand awareness of
California among consumers.
Target Audience
Visit California Japan’s core target segment of women in their 20s and
30s and baby boomers
Objectives & Reach
• To leverage awareness of the Social Road Trip to California campaign.
• To continue sending out the key messages of California to a much wider
audience via nationwide network television.
• To increase “likes” on VC Japan’s Facebook and followers on Twitter and
mixi.
• To plan and carry out well-coordinated marketing programs with a
heavy emphasis on integration with online campaigns and social media.
Results & Accomplishments
Visit California Japan secured total ad value of $57 million from July 2011
through March 2012.
Publicity in magazines
Secured and arranged a constant flow of media trips and California exposure
covering all aspects of the state in print media targeting office ladies, baby
boomers and men.

Publicity on TV
• Sekai Fushigi Hakken
(World Mystery Discovery)
One of the most popular
weekend quiz variety TV shows on the Tokyo Broadcasting System
network, it has been broadcast every Saturday evening for more than 15
years. Exposure featured Mono Lake, Mendocino, the Channel Islands,
Monterey, Antelope Valley and Los Angeles. Ad value: $18.6 million.
• Rainbow Color Jean
A live variety show broadcast nationwide
on Kansai Telecasting Corp. network every
Saturday morning. California was featured
in one of their sections called “Around the
World ☆ Jean.” Miss Jean, a mascot doll,
gives the viewer an insider’s guide to the
cities she visits. Featured were Orange County and San Diego. Ad value:
$1.8 million.
Publicity surrounding the Social Road Trip campaign
• Secured extensive exposure surrounding the Fly and Drive Social Road
Campaign from announcing the launch on major portal sites. More
awareness and increased word-of-mouth impact increased by
conducting a tie-in promotion with one of the leading portal sites,
“Escala café” which offers information for working women in their 20s
and 30s. Approximately 450,000 members are registered on the site,
and it currently has 6 million page views per month.
• The campaign announcement coverage was featured on these portal
sites: Mobage / Excite / Woman Excite / Mixi / Livedoor / Goo /
NikoNiko News.

Publicity at Patagonia Shibuya Store and Internet café The TERMINAL
• Conducted California Photo Exhibition at Patagonia’s Shibuya store and
The Terminal Internet café.
• Photos used at the California Photo Exhibition were taken during the
California shooting for TRANSIT magazine. During the Photo Exhibition
period – approximately three weeks in March-April – California book-inbook
and postcards announcing the campaign were distributed to
consumers.
• The California Talk Show was April 21 at the Patagonia Shibuya store on
with about 80 consumers in attendance to hear from the photographer
who took the California photos.
Program Contact
Antonette Eckert
Director of Asia Marketing
916.319.5405
aeckert@visitcalifornia.com

South Korea
With an estimated 412,000 travelers in 2011, South Korea is
California’s seventh-largest overseas visiting market. South
Koreans are large spenders among the primary markets at
a total $770 million. On average, Korean travelers to
California stay 12.4 days per trip.
On November 17, 2008, South Korea began participation in
the Visa Waiver Program. Due to this fact, visitation to the
U.S. by South Korean travelers is expected to have grown
by 39 percent. California stands to benefit more than any
other state, having already achieved a 36 percent market
share of all South Koreans traveling to the U.S.
Antonette Eckert
Director of Asia
Marketing
Visit California

CA Road – Mr. Lee Episode
Program Description
To further increase the awareness of California as a leisure travel destination in
the Korean market, VC Korea created a special episode for its California Road
microsite with California Tourism Ambassador BH Lee. The web pages were
developed with photos and videos from the film and TV actor’s three-day trip
to Napa Valley attractions, including its wineries.
Lee, who’s a wine and food
lover, is most well-known in the
U.S. for his appearances in the
Hollywood movie “G.I. Joe” and
the upcoming “G.I. Joe 2” –
scheduled to open in June. Lee
is an accomplished film and TV
actor who is a celebrity
throughout Asia. VC Asia
offices organized a pan-Asia
integrated media project for
Lee, and the California Road
episode was an opportunity to
repurpose photos and video taken during his California trip.
VC Korea believed Lee’s travel experiences in California would certainly inspire
potential travelers and influence their decision to select California as their next
travel destination. The California Road micro Web site, which is in the third
phase of its campaign, targets six Korean market segments: families, office
ladies, romance/honeymoon, luxury, fly and drive, and gourmet.
The BH Lee travel story is titled “Kiss with BH Lee, ‘Shall we have a glass of
nice wine?’” It covers Napa Valley and these subcategories:

• Introduction of Napa Valley wineries, including general information
about Napa.
• BH Lee’s photo gallery with his snapshots and Napa photos.
• Napa Valley map featuring various travel activities.
• Story on California wine: “Wine is Science”
• Things to do in Napa.
• A movie clip.
Objectives & Reach
• Raise consumer awareness of California in the booming mobile
environment.
• Expose Asians to the tremendous appeal of California as a world-class
leisure destination.
• Motivate Asian general travelers to select California as their next longhaul
destination.
Results & Accomplishments
• VC Korea featured California’s wine and food themes in the microsite
California Road travel story, starring a top celebrity, BH Lee.
• VC Korea made multiple use of BH Lee’s California travel story by
developing the special edition of California Road at a cost of less than
$8,000.
• With the BH Lee story launch, Web site traffic surged to 4,279 in the
week after its launch – without any paid advertising.
Program Contact
Antonette Eckert
Director of Asia Marketing
916.319.5405
aeckert@visitcalifornia.com

California Homeshopping Project
March-April 2012
Program Description
Visit California in Korea uses TV
“homeshopping” to increase the visibility
of the California brand, to launch
California tour packages, and to generate
sales by working with important airlines
and travel trade partners. In Korea, TV
homeshopping is a popular and unique
PR and sales tool that reaches millions of
viewers on four dedicated cable channels:
Lotte TV, GS TV, CJ TV, and NS TV.
With the airlines and travel agents in Korea reporting slower bookings to the
U.S. in the first quarter of 2012, VC Korea decided to use TV homeshopping to
help raise the visibility of California’s abundant and diverse attractions. VC
Korea developed a co-operative program with Singapore Airlines and KRT, a
key travel agent, to showcase a California tour package.
.
KRT developed a California-named tour
package for the TV homeshopping
promotion. Singapore Airlines played a
key role by offering a very competitive
airfare, as well as air seat blocks, so the
price of the tour package was set at
$1,400. The six-night package included
San Francisco, Monterey, Solvang,
Santa Barbara, Los Angeles, Barstow,
Fresno, and Yosemite National Park

In early March, a CJ TV homeshopping crew visited California to film a variety
of attractions and hotels. Viewers – all potential California visitors – were able
to see most of key spots included in the package itinerary. In addition, VC
Korea’s logo, and the phrase that “this program is in collaboration with VC
Korea” was included on the TV homeshopping.
KRT also featured the California tour package on its
Web site, and it included the VC logo and Web site link.
Objectives & Reach
• Develop California-named tour programs by
working with key travel trade partners.
• Generate immediate sales.
• Bring significant TV exposure to California travel
and tourism.
• Secure a minimum of $100,000 in co-op ad value
with powerful travel trade partners.
Results & Accomplishments
• VC Korea worked with influential travel trade
partners KRT and Singapore Airlines.
• The number of expected bookings generated is
expected to be 300 packages – the equivalent of about
$300,000 in revenue from selling the California tour
product.
• During the one-hour airing on March 25, a total of
782 calls and inquires were received. The tour package sold through the
end of April on KRT’s Web site.
• The PR value of an hourlong program covering California is $100,000.
VC Korea’s budget for the TV homeshopping program was $5,000, with
the rest of the expenses covered by the travel trade partners.
Program Contact
Antonette Eckert
Director of Asia Marketing
916.319.5405
aeckert@visitcalifornia.com

Germany
Germany was Visit California’s sixth-largest overseas
market in 2011 with an estimated 423,000 visitors. German
travelers stayed an average of 9.4 nights in the Golden
State and spent approximately $539 million total.
The trend in increased holiday travel continues. California
has already shown gains in market share – to 23 percent of
the U.S. market – and will continue to increase travel and
brand recognition through a deeper engagement with
German consumers throughout the travel lifecycle.
Leona Reed
Senior Director of
International Marketing
Visit California
Lilly Kimmelshue
Marketing Manager,
Europe & India

ITB Berlin
March 7-11
Program Description
The International Tourism Fair (ITB) in Berlin is the world’s leading travel trade
show and leading B2B platform for all tourism industry offers.
The California stand was located in the high-profile Brand USA Pavilion and
included a robust delegation of 20 industry partner organizations. Visit
California and its California partners hosted appointments with all major tour
operators and two wine receptions featuring wines provided by Sonoma Wine
Country and the Napa Valley Destination Council.
The “DREAMLAND” film about inspiring and innovative True Californians was
recognized as a top entry in the annual Golden City Gate Awards, which are
considered the “Academy Awards of the Travel Industry.” The Documentary
Group and "DREAMLAND" director Mark
Obenhaus won in the “Event” category, one
of 15 recognized at the show, and edged out
strong entries. Visit California is a strong
supporter of the "DREAMLAND" project,
which provides a living, breathing snapshot
of what makes California so desirable to
travelers from around the world. It has
embraced the film as a vehicle to promote
California worldwide.
Target Audience
• Tour operators
• Carriers
• Hotels
• Other travel suppliers
• Consumers and media
Objectives & Reach

• Increase international visitation to California through appointments and
contacts with the global travel trade.
• ITB Berlin draws 10,644 exhibiting companies and organizations from
180 countries, as well as 113,006 travel industry visitors and 60,000
consumers.
Results &
Accomplishments
• Largest Visit California
booth ever at ITB Berlin
included 20 industry
partners.
• Delegation hosted more
than 200 appointments
with major tour operators.
• Edit of California-themed
“DREAMLAND” film won a
Golden City Gate Award.
• Two wine receptions attracted more than 70 media and trade guests
each day.
• Visit California distributed 3,000 German-language visitor guides, 3,000
California maps, 500 international visitor’s guides and 500 of the official
delegation collateral piece.
Program Contact
Leona Reed
Senior Director, International Marketing
916.319.5434
lreed@visitcalifornia.com

Lufthansa Ambient Media
Campaign
March-April 2012
Program Description
As Germany’s leading airline, Lufthansa carries about 60 million passengers
annually, with daily air service to Los Angeles and San Francisco. It has seen a
30 percent increase in the number of passengers to SFO since it added a flight
using an Airbus A380 in May 2011.
We engaged Lufthansa guests throughout the travel cycle with detailed
product knowledge and advertising by
reaching out to them when they are
planning their trips at home, in Lufthansa
airport lounges and on board Lufthansa
aircrafts. We partnered with DERTOUR - -
the No. 1 German-U.S. tour operator - - to
showcase the beauty and diverse travel
possibilities of California, as well as
attractive travel deals.
Due to direct and intensive contact with
passengers, the Lufthansa ambient
media campaign has offered a unique
advertising environment and exceptional media opportunities to reach an
attractive audience that matches our main target groups.
Program Overview
Print & Online
• Supplements to the Lufthansa exclusive magazine. The magazine is
sent monthly to the airline’s frequent fliers. We placed individually cobranded
Visit California/DERTOUR fliers prominently on top of the
magazines as cover ads. We reached the exclusive target group
effectively and without waste.

• Advertorials in the Lufthansa exclusive magazine and the Lufthansa
magazine provided in the seat pockets on board all flights. The
magazines cover a broad range of topics: business, travel, lifestyle,
aviation, as well as other subjects and tips for traveling around the
world. We reached an exclusive target group through personalized
distribution and a larger - - yet still
desirable - - audience through
Lufthansa aircrafts around the
world.
• Online extension for raffle. In
some materials, we implemented
the game/raffle as entertainment
and an information tool in order to
link to a special raffle landing page
through printed QR Codes.
Airport
• Display of German California
Vacation Guides at Lufthansa
lounges. Lufthansa lounges offer
its frequent-flier Senators, First
Class customers, Frequent
Travelers and Business Class
travelers an exclusive ambience to
work or relax. We had the opportunity to display our high-quality
California vacation guides on newspaper stands in the Senator and
Business lounges at German airports. DERTOUR additionally provided a
special supplement with California travel deals inserted in all 18,000
IVGs.
• Inspirational video at digital steles inside Lufthansa lounges. In the
exclusive ambience of Lufthansa lounges at German airports, we
presented a 30-second version of our new inspirational California video
combined with DERTOUR advertising on digital Lufthansa steles to
Senators, First Class customers, Frequent Travelers and Business Class
travelers
On-board
• Mini-flier on board European Lufthansa flights. Business Class
passengers are served a meal on German domestic, European and
intercontinental flights. A mini-flier (with online extension through QR
code) was personally handed to passengers by the cabin crew with the
meal tray. We used the mini-flier to inform, entertain and engage
passengers with a California map, key motivators and game/raffle. The

small format invited passengers to take the flier with them so that our
information became a small travel companion.
Target Audience
Passengers 2010
Total: 59 million
Europe: 32 million
Germany: 13 million
Reason for travel
55 percent business
45 percent leisure
Age
20-29 years: 17 percent
30-39 years : 26 percent
40-49 years: 27 percent
Gender
Female: 46 percent
Male: 64 percent
Objectives & Reach
• Meet an attractive target group throughout the entire Lufthansa travel
chain with a high affinity for travel.
• Ensure high return with maximum exposure.
• Receive undivided attention and sustained contact time through numerous
media along the travel chain.
• Use the Lufthansa brand image to give California first-class placement and
achieve highly effective advertising.
• Tremendously increase business and the number of travelers to California.
Circulation/Reach
• Supplement Lufthansa exclusive Magazine: 290,000/2.18 million
• Advertorial LH exclusive Magazine: 290,000/2.18 million
• Advertorial LH Magazine: 310,000/2.33 million

• Display of IVGs at LH lounges: 18,000/500,000
• Digital steles: 19/250,000
• Mini-fliers: 200,000/200,000
• Total campaign impressions/reach: 7.64 million
Results & Accomplishments
Final results are not yet available.
Program Contact
Leona Reed
Senior Director International Marketing
916.319.5434
lreed@visitcalifornia.com

Eurest ‘California Cuisine’ Canteen
Promotion
January-February 2012
Program Description
Visit California launched a restaurant promotion
in all 700 Eurest canteens in Germany to
reinforce California’s branding as a leading
culinary travel destination.
Eurest is the German brand of the Compass
Group, the world’s largest food and support
services provider. Eurest chefs developed a
variety of special California meals (i.e. ‘‘San
Francisco Bay Salad’’ with focaccia, vegetables,
shrimps and crab) for every day during the
promotion period.
Visit California Germany developed supporting
restaurant collateral materials to showcase
California as an exceptional culinary and diverse
travel experience:
• 4,200 teaser posters
• 70,000 teaser postcards
• 4,200 promotion posters
• 210,000 fliers
• 35,000 table displays
The teaser phase ran January 30 - February 6, with the actual promotion
running February 7-16.

The team secured CANUSA Touristik as the exclusive travel trade partner in
order to set up a very special and unique culinary California round trip offered
at an extremely low price. In addition, CANUSA offered discount coupons for
all of their California products booked within a certain time frame. The team
also partnered with Coca-Cola to provide drinking gift glasses for every guest
who bought a California meal.
The promotion ended with the raffling off of the California culinary round trip
for two as a grand prize. Additionally, 20 high-end California cookbooks were
raffled off by Visit California Germany. Through the raffle there was another
opportunity to capture consumer data to further fill our newsletter subscribers’
database.
Target Audience
The promotion ran in Eurest’s two main business
units:
• Business and industry, which delivers food
service and support services to workers.
• Health-care and seniors, which provides
food and support services to health-care
and senior-care locations.
Clients served by Eurest that were reached
through the promotion include Deutsche Bank,
Microsoft, L’Oreal, IBM, SAP, Mercedes Benz, VW
and many more.
The target audience was employed people ages 18-65, with an above-average
net household income and a certain affinity towards travel.
Objectives & Reach
This kind of partnership offered us a unique environment to enrich the
California travel brand and to showcase California as an exceptional culinary
and diverse travel experience.
Results & Accomplishments
We reached a total of 220,000 Eurest guests per day and a total 2.2 million
during the promotion period.

Program Contact
Leona Reed
Senior Director International Marketing
916.319.5434
lreed@visitcalifornia.com

Australia/New Zealand
Australia was California’s third-largest inbound overseas
travel market in 2011, with an estimated 562,709 visitors.
Collectively, those visitors from Australia spent
approximately $731 million while visiting the state. The
average Australian visitor stays approximately 9.1 nights in
California.
In March 2012, California was served by 270 non-stop
flights from Australia, with total seat capacity of 100,296.
Combined with a still-strong exchange rate and stable
Australian economy, this strong air lift provides
opportunity for further growth. Visit California’s April 2012
travel forecast calls for 7.2 percent growth in Australian
leisure travel to California in 2012 and an additional 6.5
percent growth in 2013.
Jennifer Jasper Montero
Director of Australia & Latin America Marketing
Visit California

Access All Areas – Campaign
Update
January 2012
Program Description
Continuing with its integrated approach to marketing
plans, the Visit California Australia office recently
launched its Access All Areas Campaign. This quarter
the team will continue to evolve the “Only in California”
positioning by focusing on a truly unique facet of California – entertainment
and events heritage. The program highlights how travelers could take part in
such experiences and, most importantly, make them
accessible. For example:
• Purchase tickets to the Santa Barbara Film Festival and
rub shoulders with A-List Hollywood actors.
• Did you know you could register and go in a lottery to
get seats in the bleachers at the Oscars?
• Did you ever want to see an American professional
sporting match (NFL, baseball, basketball)?
• Where do you go to see concerts or festivals and see
you favorite performers while you are on holiday?
By focusing on this component of California, the aim was to
drive consideration and desire among Australian consumers to travel to the
state where they can truly immerse themselves in this world of entertainment
and popular culture and, as a result, create impactful experiences that are
uniquely Californian.
Working once again with media company MCM Media, the resulting campaign
was a highly integrated, multi-faceted activation that focused on three core
pillars; awards season, sports and festivals.

PROGRAM FORMAT & CONTENT
The Hoyts Insider (MCM)
• Cinema-based, pre-show
entertainment
• Host: Andrew Gunsberg
• E! news format, brings
the latest entertainment
news from the U.S.
• 310 Cinema Screens
Content Videos (MCM)
• Content videos hosted
by Andrew Gunsberg
Consumer Promotion
• Give away a trip to
California
Hot Hits Live From LA
(Radio)
• 90- & 160-second pre-show entertainment
• 3 Hoyts Insider Executions
o Awards Season – Andrew G covers the awards
season.
o Sports –High-profile U.S. professional sports. Show
Aussies how to get to these events, and showcase a
celebrity /cinema angle.
o Festivals – Music, movie etc. festivals in the state.
• In addition to Hoyts Insider – MCM will create 3 x long-form
videos, hosted by Andrew Gunsberg, and each centered on
our key pillars:
o Awards
o Sports
o Festivals
• Each episode will unearth hints and tips on how to access
events
• MCM Media, Hoyts and California tourism will partner to
give away an incredible Californian getaway – with a choice
of 3 adventures.
• Competition will be communicated via Hoyts & MCM’s vast
media network.
• MCM will create 30-second TVC to be served up online –
featuring Andrew Gunsberg.
Hoyts
• The Hoyts Insider – in-show mentions
• Hoyts Marketing Newspaper listing, web & EDM
• Hoyts Insider Movie Club (500K database)
• Hoyts Cinema Foyer Display Posters
MCM
• MCM Media Radio Network – 220 stations nationwide
• In-show reads
• MCM Media Digital (50+ Partner Sites)
•
Social Media
• MCM, Hoyts & Visit California – over 70,000 followers
• Outside Broadcast (total broadcasts & Locations TBC)
• In Program Live Reads – by Andrew Gunsberg
• In program integration – 2 segments
o How You could be here – talking about Aussies
could get to these events in California (6 Segments
total)

o In Show segment (6 Segments total)
• Andrew G Live in program reads for VisitCalifornia.com.au
Digital • 30-second promotion pre-roll featuring Andrew G.
• Media Player – will be populated with long-form videos
created through the sponsorship of Hoyts insider and
corresponding with Hot Hits Live From LA.
• Display advertising campaign across multiple entertainment
& travel sites.
Magazines • Capitalizing on awards season coverage,
VisitCalifornia.com.au to possible sponsor awards-oriented
features in popular women’s magazines.
The campaign duration was three months and will conclude at the end of April,
2012
Target Audience
People ages 18 – 39, with a focus on
young professionals.
Objectives & Reach
• Bring to life the campaign
thread “ACCESS ALL AREAS.”
California is THE entertainment capital of the world, replete with both
celebrity events and sporting, entertainment, and activities that Australians
can access and plan their travel around. Visit California is showing you how
you can find yourself in the action.
• Provide content that educates Australians on how to access these
events and enhance their holidays.
• Drive visitation to www.visitcalifornia.com.au – see an increase in traffic
and visitation on the site
• MCM Networks Projected Cumulative Reach : 9 Million (estimated)

Results & Accomplishments
A comprehensive reseach project is currently in field. Full campaign
results will be available later in the year
Program Contact
Jennifer Jasper Montero
Director, Australian Marketing
916-319-5428
jmontero@visitcalifornia.com

PR Update
January – March 2012
Program Description
To maximize impact, the Visit California Australia team integrated PR, trade
and consumer marketing efforts around the popular theme of “Entertainment
and Events.”
The three distinct categories of the pillar – awards season, sports and music
and festivals - were used in traditional PR activities that ranged from tailoring
of reactive media inquiries to targeted media outreach, themed Facebook
posts and press releases.
A number of key activities relevant to each category were also employed to
reinforce campaign messaging.
Awards season – print advertorial
Tactical consumer advertorials were
placed in awards-related top-tier
entertainment publications, including
Famous, WHO and New Idea
magazines.
Advertorials were developed to
promote the entire range of awards
season events and extend the
perception of the season to include
lead-up events such as The Palm
Springs International Film Festival and
the Santa Barbara International Film
Festival.
In addition, leveraging key relationships
with magazine partners resulted in
additional brand advertising
placements in the same issues, with
more story placements revealing the
favorite California locations of celebrities.

Media fams
Two group media fams were staged to tie in with the second and third
campaign categories of sport and music and festivals.
Sports group media fam
This fam included a mix of six Australian and New Zealand media from APNZ,
Fairfax NZ, Fairfax Australia, Inside Sport, Sky News, and NZ’s “The Crowd
Goes Wild.” Two days were spent in San Francisco to tour AT&T Stadium and
to visit the HQ of America’s Cup team Oracle, and gain an exclusive interview
opportunity with four-time America’s Cup winner Russell Coutts. One day was
spent in Sacramento to attend an NBA game – Sacramento Kings versus the
Oklahoma Thunder – with an exclusive interview opportunity with Sacramento
Mayor and former NBA star Kevin Johnson.
Music & festivals media fam
This fam, “Rock On! California,” included six Australian journalists from Frankie,
Famous, The Daily Telegraph, The Vine, MAXIM and Rolling Stone. One night
was spent in LA at the beginning of the fam, with a meet-and-greet with
Culinary Ambassador Michael Moore before the group boarded the Visit
California Tour Bus for weekend two of Coachella in Palm Springs. After two
nights and days of festival fun, the group then spent a day in Santa Monica and
also attended the opening International Pow Wow party.
Music and festivals social media campaign
As all of the outlets participating in the music and festivals group media fam
had strong social media fan bases, a competition was staged between
journalists to determine who could create the biggest social media buzz
around the festival. This was supported with advertising on the relevant Web
sites which used Visit California – Australia’s Facebook page as the call to
action.
Social media management ensured that all of the posts/tweets from the media
were then shared or retweeted on Visit California – Australia’s social media
channels to ensure the campaign remained as organic as possible.

Target Audience
The target audience for the entire Access All Areas campaign is primarily
young Australian professionals (ages 18-39). Specific audience breakdowns
for each campaign piece are outlined below.
Awards season print advertorial placements
The target audience for the print advertorials was primarily females ages 18-39,
the target demographic of the three
selected consumer titles.
Media fams
Sports
Niche sports media outlets with high
circulations were targeted to participate
in the sports-themed group media fam.
Music & festivals
Niche music outlets with high circulations,
strong social media presence and core
audiences of young professionals were
targeted to participate in the music and
festivals-themed group media fam.
Music & festivals
social media campaign
The target audience of our social media
campaign included Visit California –
Australia’s Facebook fans as well as the
social media communities of the media
outlets participating in the festivals group
media fam.

Objectives & Reach
• Bring to life the campaign thread “ACCESS ALL AREAS” – California is
THE entertainment capital of the world, and Visit California is showing how
one can “find yourself here” among the action.
• Re-establish the cool factor of the state – Focus on famous individuals
who are achievers and ideas that are inspirational.
• Content needs to educate Australians on how to access these events
and enhance their holiday experiences.
• Drive visitation to insider.visitcalifornia.com.au – see an increase in traffic
to the site.
• Generate a social media buzz around California.
• Increase Facebook likes on Visit California – Australia’s page and generate
engagement on the page.
AWARDS SEASON PRINT ADVERTORIAL
Famous readership: 302,000
WHO. readership: 577,000
New Idea readership: 1,221,000
SPORTS FAM MEDIA FAM
Fairfax (AUS) readership: 1.5 million
Inside Sport readership: 86,000
Sunday Star Times readership: 542,000
The Crowd Goes Wild viewership: 806,000
APNZ subscribers: 32,000
MUSIC & FESTIVALS MEDIA FAM
The Vine UVs: 385,000
MAXIM readership: 365,000
Rolling Stone readership: 287,000
Frankie readership: 303,000
The Daily Telegraph readership: 542,000
Famous readership: 302,000
MUSIC & FESTIVALS SOCIAL MEDIA CAMPAIGN REACH
TheVine.com.au, Facebook fans: 13,270
Frankie magazine, Facebook fans: 139,000
MAXIM magazine, Facebook fans: 13,270
The Sunday Telegraph, Facebook fans, 1000

FAMOUS! magazine, Facebook fans: 21,000
Rolling Stone, Facebook fans: 2,600
Visit California- Australia Facebook fans: 10,865
Results & Accomplishments
Final ROI for all of the outlined campaign elements except for the Awards
Season Print Advertorials will not be determined until fiscal 2012-13. However,
the expected reach of the unreported fam trip coverage and social media
campaign will have a significant impact on the overall PR ROI for 2011-12. The
value for July 2011-March 2012 is $20.5 million.
Results and accomplishments for the Awards Season print advertorials:
WHO magazine
Circulation: 132,163
On sale February 17 (Grammys)
On sale March 2 (Oscars)
Visit California opened and closed the Oscars editorial coverage with
specifically designed FPC advertorials leading in and out of the feature. These
were supported with TPVs appearing in the Oscars issue as well as the
Grammy Awards issue on sale in February.
Total value: $66,023
FAMOUS magazine
Famous created a four- to six-page Oscars editorial feature specifically for
Visit California to sponsor, taking readers behind the scenes of the Oscars
news. Visit California had a FPC advertorial leading into section, as well as
branded “Did you know?” fact bubbles running on every page throughout the
feature (e.g. “Did you know you can rub shoulders with the A-list at Santa
Barbara Film Festival before they even get to the red carpet? Find out how at
www.visitcalifornia.com.au”.) This was further supported with a DPS
advertorial in the following issue showcasing different hot spots and
experiences in California, as well as Facebook mentions on the Famous page
throughout the campaign period.
Total value: $202,720
NEW IDEA
Visit California had a FPC + 2 x TPVs in the Oscars issue as well as a Reviews
For You mention and a California-themed travel story.

Total value: $60,362
Program Contact
Jennifer Jasper Montero
Director Australian Marketing
916-319-5428
jmontero@visitcalifornia.com

Culinary California Campaign –
Research Results
January 2012
Program Description
At the completion of the
Culinary California
campaign, we began
research – together with
media agency M2M – into
the effectiveness of our
advertising and
messaging.
The approach was to
recruit two sample
groups of respondents –
those exposed to the
campaign and those who
weren’t – and fieldwork took place once the campaign was complete.
Respondents were required to fulfill the same requirements in both samples
with the only difference being whether they had been on the various Web sites
where the campaign would be active or not active in the past six weeks.
Exposure to the campaign was determined by cookie data that allows us to
recruit respondents that meet our not exposed/exposed quotas based on
actual behavior rather than on recall of behavior. This ensures greater
accuracy.

Target Audience
Demographic
• Males and females
• 18 and older
• National audience
• Sourced from online market research survey panel
Criteria
Must next intend on leisure travel (air) in 24 months OR intend on traveling to
the U.S. in the next two years
Objectives & Reach
Key research objective
Determine effectiveness of the Culinary California campaign
• Increase intent to travel and travel conversion to California.
• Change perceptions of the culinary experience in California.
• Inform upcoming campaigns with direction on key interests for travelers
when visiting California.
• Evaluate impact of viewership of Junior MasterChef show has had on
perceptions of California.
Results & Accomplishments
The headline results as compared to our overarching campaign strategy and
architecture:
Awareness
• Fair awareness levels of the campaign overall (highest awareness driven by
video).
• Campaign awareness was cost-efficient to achieve.
• Excellent branding of Visit California and ads well-liked, enjoyable and
considered relevant.
Interest
• Campaign worked well to improve consideration of California.

o 39 percent said the campaign changed their opinion of California for
the better, primarily driven by learning something new about the
food.
o Content has worked to portray California as a premier food and wine
destination, with 59 percent top 2 box agreement rating.
“I did not realize that food and wine were so big in California.”
“I now have more knowledge about the food and wine culture and industries in
California. It appears to be vibrant, innovative and of excellent quality.”
Desire
• California is the top U.S. destination, followed by New York and Hawaii.
• However, travel intent has remained unchanged across not exposed and
exposed.
Action
• While actual travel has remained unchanged across not exposed and
exposed, consideration and recommendation of California has been
positively impacted.
• Intention to discuss California with friends or family has increased by 5
percent. (Not exposed = 24 percent; exposed = 31 percent)
• Research intent of California increased 8 percent from not exposed to
exposed (50 percent).
Program Contact
Jennifer Jasper Montero
Director, Australian Marketing
916-319-5428
jmontero@visitcalifornia.com

Canada
With its close proximity to California, Canada remains the
second-largest international market of origin for the state.
California offers key attributes that remain important for
the Canadian traveler, such as solid airlift and reasonable
airfares, increasing/new capacity to various cities, variety
of cultural offerings, cosmopolitan cities, wine and food
experiences, and favorable weather.
California received an estimated 1.5 million Canadian
visitors in 2011, who spent a total $1.6 billion. The average
Canadian visitor spends an average 9.4 nights in California.
Traci Ward Jennifer Sweeney
Director of Domestic Marketing Public Relations Manager
Visit California

Canada Media Relations
January through April 2012
Program Description
Visit California retains Development Counsellors International to manage PR
outreach in Canada, which includes both proactive and reactive media
relations. DCI serves as an in-market resource to travel and tourism, trade and
business media in Eastern Canada, and subcontracts with Spectacular Ink in
Western Canada. The contract also includes distribution of press releases,
securing media desk-side meetings in the market and securing media
participation on press trips to California.
Target Audience
Canadian consumer, lifestyle and trade media (print, broadcast and Internet).
Objectives & Reach
Visit California’s objectives in Canada are to profile California’s new and
exciting attractions and to feature the “less-discovered” treasures; highlight
destinations, city developments and wine and food trends; and target an array
of media interested in varying topics including travel, fashion, architecture,
wine and food, and lifestyle.
Results & Accomplishments
Advertising equivalency from February 1, 2012 through April 25, 2012 resulted
in $477,128 (ROI of 8.8 to 1), with 10,139,973 impressions. Placements included
Up! Magazine, Jetsetter.com, Edmonton Journal, AOL Canada and several
features in The Globe and Mail.

Program Contact
Jennifer Sweeney
Public Relations Manager
916.233.0255
jsweeney@visitcalifornia.com
California Tourism received major
coverage in the following media outlets.

Mexico
Mexico is a leading player in the international economy,
ranking as the 13-largest world exporter and the thirdlargest
trading partner of the U.S. Trade between Mexico
and California alone generates nearly $160 billion annually
and provides employment for more than 200,000
Californians.
Mexico is the leading source of international travel to
California, with an estimated 6.4 million visitors in 2011. Air
travel from Mexico was up a remarkable 29 percent in 2011
to 484,090. Visitors arriving by air spent an estimated
$796 million. The average Mexican air traveler to the state
stays 7.2 nights per visit.
Jennifer Jasper Montero
Director of Australia & Latin America Marketing
Visit California

Upcoming Programs
May-June 2012
Program Description
Broadcast Fam
Once TV, a Mexican educational TV network, filmed in early May in Los
Angeles, Santa Monica and Palm Springs for its “D’Todo” lifestyle and
entertainment show.
The program shot video May 6-10 for two 30-minute broadcasts and for 30
minutes of programming on its Web site.
The broadcast programs
will air between June and
September in Mexico and
in other Latin America
cities.
The expected advertising
value is $670,000.

Celebrity Spokesperson
Jackie Bracamontes, the Visit California
celebrity spokesperson for Mexico, will be in
California during May 21-24 for video and
photo shoots. The content will be used in
promotions targeting consumer and trade
audiences in Mexico.
Bracamontes, an actress, TV personality and
model, will travel to Los Angeles, San Francisco
and surrounding areas. The promotional
campaign will launch in July in Mexico.
Product Manager Trade Fam
As a follow-up to the successful California
Mexico Advisory Committee Meeting (CMAC)
in February, key product managers
representing CMAC tour operators will travel to California June 3-7.
The goal is to help them develop new itineraries and expand destination
awareness for their clients. The fam will visit San Francisco, Sonoma and Napa.
Program Contact
Jennifer Jasper Montero
Director, Latin America Marketing
916.319.5428
jmontero@visitcalifornia.com

China
California is the leading U.S. travel destination for this
market, with an estimated 533,000 visitors to the state in
2011. Chinese travelers also are among the top spenders in
the primary and secondary markets, with an economic
impact of more than $1.5 billion. The typical Chinese visitor
to California spends, on average, 17.8 nights in the state.
California has a 49 percent market share of Chinese
visitors traveling to the U.S., and with the recent awarding
of the in-country representative contract to AVIAREPS
Marketing Garden - - a well-established and high-profile
marketing firm in China - - California will continue to stay
top of mind as the premier travel destination in the United
States.
Antonette Eckert
Director of Asia
Marketing
Visit California

China Ready – Receptive Training
May 2012
Program Description
California is the top U.S. destination for Chinese visitors, and the improving
visa application process and increase in air service to the Golden State makes
California even more accessible to Chinese travelers. Directed by the
International Market Development Symposium, Visit California launched the
“China Ready” initiative in 2012.
China Ready is a threepronged
educational
platform devised to
prepare the state’s
tourism industry to
better serve Chinese
travelers, establish a
standard level of
service and, ultimately,
retain California’s
competitive edge.
Through the China
Ready initiative, Visit
California will provide
educational tools and resources to help support the state’s tourism industry as
they welcome increasing numbers of Chinese travelers – whether they are
already in the market or are interested but not sure how to get started.
Visit California will work with travel trade in China to build a corps of
“California Experts” who are familiar with the state’s diversity and abundance,
from the well-known icons to the off-the-beaten path experiences.
Visit California also will work with receptives and tour guides in California to
ensure the Chinese travel trade are working with the most knowledgeable and
reliable resources.

China Ready is promoted as 阳光加州 热情好客 which translates as “Sunny
California, Warm Hospitality.” The receptive training is the first part of the
program to be launched.
Target Audience
California Receptive Audience
• High-volume California receptives focusing on the China market
• Tour guides who lead Chinese group tours within California
• Receptives and guides operating out of the L.A. and San Francisco
gateways
Objectives & Reach
California Receptive Training Objectives
• Provide educational training to CA Receptives and Tour Guides who
focus on the China market to further their knowledge of California.
• Qualify receptives and
guides as “California
Experts” through Visit
California’s Online
Training Program (OTP).
• Provide a list of
recommended California
Experts who have
completed the OTP to the
Chinese travel trade.

• Provide networking opportunities for receptive and guides to meet
directly with California industry and visiting Chinese travel trade to
foster mutually beneficial business opportunities.
Results & Accomplishments
Two receptive training sessions were held in L.A. and San Francisco. The
training was conducted in Mandarin by Derek Yang, travel trade director in the
Shanghai office. Both events were held at Hilton Hotels, which promote the
Hilton Huangying (Hilton Welcome) program for the Chinese visitors.
City Date Goal Actual
Los Angeles Wed, May 2 35-40 attendees 90 attendees
San Francisco Thurs, May 3 20-25 attendees 31 attendees
A satisfaction survey will be sent to those who attended. Feedback from
those attending was positive. Industry attendees included:
• Universal Studios Hollywood, Patricia Niscior and Wenchen Gu
• Macy’s, Brian Chuan
• San Francisco Travel Association, Helen Tsui
Lucky draw prizes were generously donated by Hilton Hotels, Premium
Outlets, Universal, SF Travel and Macy’s.
A goal of 30 percent OTP completion is expected through September 2012.
Those receptive and guides who complete the OTP training will be invited to
join networking opportunities with the Chinese travel trade and California
partners during an October China VIP
FAM.
Program Contact
Antonette Eckert
Director of Asia Marketing
916.319.5405
aeckert@visitcalifornia.com

Secondary/Emerging
Visit California has relationships with marketing
representatives in Latin America, Scandinavia, India, Italy
and France. These are considered secondary markets.
Visit California carefully monitors market growth. In 2011,
some of the largest growth in projected visitation came
from these areas:
• Brazil, 28 percent
• France, 15 percent
• Italy, 11 percent
• Scandinavia, 11 percent
• India, 8 percent
Leona Reed
Senior Director of International
Marketing
Visit California

California/Air France Training Day
March 15, 2012
Program Description
The aim of the day was to bring together travel agents from across France to
participate in a one-day series of training modules to assist them in
understanding overall California tourism offerings and to provide them with a
small number of focused selling points for each of the 12 state regions. Air
France provided seats to Paris from the main regional hubs across the country,
as well as a training room in its Paris headquarters.
A number of DMOs, lodging partners and attractions decided to participate in
the event through buy-in opportunities advertised on Visit California’s
Marketing Program Planner. They were afforded 15-minute slots to provide indepth
training on their products. Host partners Air France and KLM also
provided sales information and training specific to their and reminders of their
unique selling points.
The format involved multimedia presentations by Visit California’s office in
France and content supplied by supporting partners. The 12-region overview
of California included three selling points for each region that agents could
easily remember and use to stimulate interest.
In-depth featured partners
• Kimpton Hotels and Restaurants
• Napa Valley Destination Council
• Palm Spring Desert Resort
Communities
• Los Angeles Convention and
Visitors Bureau
• Post Ranch Inn
• Cavallo Point Resort
• San Francisco Travel
Association
• Santa Barbara Conference and
Visitors Bureau
• Universal Studios Hollywood
• Yosemite/Mariposa County
Tourism Bureau
Part of the incentive for agents to participate was a prize of airfare and
accommodations for a California holiday provided by partners and the two
airlines. Other prizes also were supplied by partners.

Target Audience
• French travel agents attending the event.
• French travel trade reading about the event, both before and after it
occurred.
Objectives & Reach
Specific Trade Objectives
• Provide both specific, detailed training and a broader understanding to
invited French travel agents in three particular areas:
o 12 Regions of California
o Nine specific “in-depth” areas, attractions and lodgings.
o Two airline partners – Air France and KLM
• Leverage publicity of the event via French travel trade media.
• Take the opportunity to profile invited participants and analyze data
about who was interested, how they work with California currently, what
competitor products are popular, and what they seek to learn by
attending.
• Survey all participants about the event and its effectiveness.
• Provide an ongoing web-based resource for participants to refer to and
use for their own in-house training and ongoing personal development.
Results & Accomplishments
Trade
• 147 pre-event travel agent profiles and research data.
• 90 participants on the day.
• 50 responses to the post-event questionnaire.
• To the question “Overall, how would you rate this training day?” 90
percent of responses were better than seven points out of 10. We have
received enormously positive feedback about the event.
Media
• The event was videoed by TourMag, and the video has been published in
its online magazine.
Program Contact
Leona Reed

International Marketing Director, Europe
916.319.5434
lreed@visitcalifornia.com

ASSESSMENT
The California Travel and Tourism Commission, d/b/a Visit
California, is a not-for-profit, 501(C)(6) corporation formed
in 1998 to work jointly with the State of California’s Division
of Tourism to implement the annual Marketing Plan, which
promotes California as a travel destination. While these
two partners (Visit California and Division of Tourism) are
separate legal entities, they are commonly referred to
jointly as California Tourism.
The assessment program is administered by the Division of
Tourism, Tourism Assessment Program. The Division of
Tourism is housed in the California Business,
Transportation and Housing Agency and the Agency’s
Secretary serves as Chairperson of Visit California.
Karin Fish Cris McLucas
Vice President of Tourism Assessment
Operations and Manager
Industry Relations
Visit California

Tourism Assessment Program
Program Description
The major funding source of California’s tourism marketing budget is derived
directly from Visit California’s assessed businesses in the travel and tourism
industry. Businesses that are in areas and industry categories that typically
benefit from travel and tourism are assessed $650 for each $1 million in travel
and tourism-derived revenue. For the passenger car industry, the assessment
rate is 2.85 percent of monthly revenue. Approximately 5,500 businesses
contribute to the marketing budget under the assessment program. The
sources used for obtaining the names of new businesses range from business
lists, promotional publications, on-site identification surveys and internet
listings.
Target Audience
Businesses in the accommodations, restaurants and retail, transportation and
travel services, attractions and recreation, and passenger car rental industry
categories
Objectives & Reach
Studies show there is a positive correlation between the tourism marketing
budget and market share. When funding for tourism increases, market share
grows. Similarly, when funding decreases, so does the market share.
In 1998, Visit California’s budget was $7.3 million, and the state’s domestic
share of the tourism market was 9.7 percent. Since the introduction of the
assessment program, the Golden State’s domestic share of the tourism market
rose to 11.1 percent in 2009. Thus the objective of the Tourism Assessment
program is to stabilize tourism funding for the Golden State. California annually
generates more than $102.3 billion in direct travel spending into the economy,
supporting 893,000 jobs and generating $6.3 billion in state and local taxes.

Results & Accomplishments
• Assessment Model
In response to the industry’s request for guidance, Visit California has
developed a model to assist tourism-related businesses with determining
the percentage of revenue derived from travelers for a particular business
location. The model standardizes reporting for travel industry sectors
across the state in an attempt to provide a fair and equitable procedure for
businesses to rely upon as they support the state’s tourism marketing
efforts. The model results are provided as guidelines for determining travel
and tourism-related revenue and are not binding. Businesses may use the
model data in lieu of, or in conjunction with, other estimation tools to
compute their tourism assessment if they do not have other reliable
revenue tracking methodologies in place.
• Tourism Assessment Collection Regulations
Portions of the California Code of Regulations Sections 5350 et seq. have
been revised to clarify the collection, appeal, and enforcement procedures
for non-car rental businesses that fail to complete the tourism assessment
form or do not pay their assessment bill. In addition, section 5358.11 is
added to outline the collection and enforcement process for passenger car
rental industry delinquent payments.
• Assessment Collections
Visit California has recouped assessment back payments from previous
years, resulting in a more than 22 percent increase in projected revenues
and collections.
Program Contacts:
Karin Fish
Vice President of Operations and
Industry Relations
916.319.5437
kfish@visitcalifornia.com
Cris McLucas
Tourism Assessment Manager
916.445-6546
cmclucas@tourism.ca.gov

Program Description
OPERATIONS
The Operations team, which oversees Human Resources,
Information Technology, and all other administrative
functions, did a comprehensive review of Visit California’s
operations to minimize costs and streamline procedures.
This program was designed to improve efficiencies, which
in turn helps maximize dollars for Visit California’s primary
mission of attracting more visitor spending for the wellbeing
of California’s economy.
Objectives
• Maintain year-over-year operating overhead ratios and
reduce operating costs where possible.
• Implement a contract review process to ensure
accurate invoice approval and submission by contract
managers.
• Accurately project assessment revenue and optimize
actual collections to reach the statutorily mandated
operating program goal of $50 million.
• Seek an unqualified annual audit.
Results & Accomplishments
• Over the past three years, Visit California reduced its
operations budget by a total of 6 percent. Visit
California’s operations budget is now only 9.94
percent of actual fiscal year budget.
Visit California

• Planned and executed moving of headquarters to a
more cost-effective location, achieving more than $1
million in savings over the next seven years by
securing a new headquarters office lease.
• Developed a contract review and purchase order
policy as well as electronic invoice tracking –
improving cost controls.
• Completed a successful audit with no management
concerns.
• Offset a 20 percent employee medical cost increase
by reducing overhead costs.
• Reduced corporate insurance by 50 percent by
implementing measures such as requiring contractors
to secure their own general liability insurance.
Karin Fish Matthew Sabbatini
Vice President of Senior Director
Operations and Finance, Human Relations
Industry Relations and IT
Visit California

PERIODIC BUDGET DISCUSSION & ANALYSIS
Date: Tuesday, May 1, 2012
To: Rusty Gregory, Chief Fiscal Officer, CTTC
cc: Moss Adams, LLP, CPA
CTTC Board of Commissioners
From: Caroline Beteta, President & Chief Executive Officer
Subject: Periodic Budget Discussion & Analysis for Reports as of February 29, 2012
Each year the Commission approves an annual budget for marketing and
operational expenses. At each Commission meeting financial statements are
presented to report on the status of revenues received and funds spent as
of the date of the financial statements. Due to the unique nature of the
CTTC and its funding sources, revenues and expenses are budgeted on an
annual basis and adjusted throughout the year as deemed appropriate by
the Commission. Accordingly, rather than preparing monthly budgets, the
Executive Committee has determined that the annual budget will be
included on both interim financial statements as well as on the year-­‐end
financial statements. All statements will reflect the percentage of the
annual budget that has been received or spent on each line item as of the
statement date.
As of February 29, 2012, 67% of the fiscal year had passed.
Enclosed herewith are the following reports:
- California Tourism Budget Report (Cash Basis) as of 02-­‐29-­‐2012
- CTTC Financial Statements as of 02-­‐29-­‐2012
These reports are respectfully being presented at the request of the
Commission in formats consistent with the legal requirements of the
program. As requested, the CTTC financial statements include comparative
data for the prior fiscal year.
This concludes the Periodic Budget Discussion and Analysis report and, as
always, we are available to answer any questions you may have.

CALIFORNIA TOURISM BUDGET REPORT FISCAL YEAR 2011-­‐2012 CTTC FY 11-­‐12 BUDGET
INCREMENTAL FUNDS/CTTC
FUNDS FROM PRIOR YEARS
CTTC INCOME
Rental Car Assessment Income $39,500,000 $39,500,000 $29,585,777 $9,914,223 74.90%
Other Industry Assessment Income $10,000,000 $10,000,000 $7,294,059 $2,705,941 72.94%
Refunds and Adjustments $0 $0 ($8,899) $8,899
State Funding $200,000 $200,000 $0 $200,000 0.00%
Interest & Dividend Income $150,000 $150,000 $59,238 $90,762 39.49%
Publication Income and Royalties $150,000 $150,000 $5,378 $144,622 3.59%
Co-­‐op Partner Financial Contributions $0 $0 $432,537 ($432,537)
TOTAL CURRENT YEAR INCOME $50,000,000 $50,000,000 $37,368,090 $12,631,910 74.74%
DOMESTIC MARKETING
Brand Advertising
Offline Media $13,785,000 $3,200,000 $16,985,000 $13,585,827 $3,399,173 79.99%
Online Media $1,565,000 $500,000 $2,065,000 $848,283 $1,216,717 41.08%
Production/Other $3,305,000 $3,293,000 $6,598,000 $3,059,232 $3,538,768 46.37%
Research $245,000 $245,000 $43,734 $201,266 17.85%
Total Brand Advertising $18,900,000 $0 $6,993,000 $25,893,000 $17,537,076 $8,355,924 67.73%
Interactive
CO-­‐OP/
SPONSORSHIP/
REGISTRATION FUNDS RECEIVED
TOTAL BUDGET FY 11-­‐12
Website Production (Design & Development) $500,000 $257,000 $757,000 $97,775 $659,225 12.92%
Total Web and Interactive $500,000 $0 $257,000 $757,000 $97,775 $659,225 12.92%
Co-­‐op/Promotions
Domestic Advertising Co-­‐op $150,000 $17,813 $167,813 $15,029 $152,784 8.96%
Rural $290,000 $290,000 $130,885 $159,115 45.13%
Tour of California $350,000 $350,000 $0 $350,000 0.00%
Total Co-­‐op/Promotions $790,000 $17,813 $0 $807,813 $145,914 $661,899 18.06%
Publications & Fulfillment
Fulfillment Contractor $225,000 $225,000 $58,053 $166,947 25.80%
Fulfillment Postage $350,000 $350,000 $177,340 $172,660 50.67%
Official State Map $225,000 $225,000 $50 $224,950 0.02%
Total Publications & Fulfillment $800,000 $0 $0 $800,000 $235,443 $564,557 29.43%
Communications
Digital Assets $220,000 $80,000 $300,000 $100,630 $199,370 33.54%
Domestic Press Events $180,000 $12,500 $192,500 $151,177 $41,323 78.53%
Industry/Media Newsletters $165,000 $165,000 $90,106 $74,894 54.61%
Media Fams/Visits $75,000 $75,000 $20,442 $54,558 27.26%
Newsclipping Service $20,000 $20,000 $13,286 $6,714 66.43%
PR Agency and Consultants $400,000 $400,000 $227,079 $172,921 56.77%
PR Promotions $160,000 $16,000 $40,000 $216,000 $100,018 $115,982 46.30%
Press Kits $30,000 $29,000 $59,000 $26,396 $32,604 44.74%
Public Affairs $75,000 $65,000 $140,000 $93,352 $46,648 66.68%
Total Communications $1,325,000 $28,500 $214,000 $1,567,500 $822,486 $745,014 52.47%
YTD ACTUAL
BALANCE % USED

CALIFORNIA TOURISM BUDGET REPORT FISCAL YEAR 2011-­‐2012 CTTC FY 11-­‐12 BUDGET
CO-­‐OP/
SPONSORSHIP/
REGISTRATION FUNDS RECEIVED
INCREMENTAL FUNDS/CTTC
FUNDS FROM PRIOR YEARS
TOTAL BUDGET FY 11-­‐12
YTD ACTUAL BALANCE % USED
Industry Relations
Field Representatives $420,000 $420,000 $144,301 $275,699 34.36%
Industry Events $350,000 $6,004 $356,004 $239,235 $116,769 67.20%
Industry Outreach $190,000 $190,000 $127,895 $62,105 67.31%
Industry Site Development and Maintanence $35,000 $35,000 $0 $35,000 0.00%
Promotional Items $125,000 $630 $125,630 $77,283 $48,347 61.52%
Referendum Campaign $140,000 $140,000 $0 $140,000 0.00%
Tourism Development $70,000 $70,000 $32,911 $37,089 47.02%
Total Industry Relations $1,330,000 $6,634 $0 $1,336,634 $621,625 $715,009 46.51%
Travel Trade
Domestic Trade Shows/Promotions $30,000 $3,750 $33,750 $49,104 ($15,354) 145.49%
Fam Tours $30,000 $30,000 $9,234 $20,766 30.78%
Total Travel Trade $60,000 $3,750 $0 $63,750 $58,338 $5,412 91.51%
Research
Bulletins and Special Studies $120,000 $120,000 $70,554 $49,446 58.80%
Domestic Market Research $150,000 $150,000 $52,123 $97,877 34.75%
Economic Impact Analysis $130,000 $130,000 $38,000 $92,000 29.23%
Marketing Effectiveness & ROI $100,000 $100,000 $7,000 $93,000 7.00%
Total Research $500,000 $0 $0 $500,000 $167,677 $332,323 33.54%
Welcome Centers
Welcome Centers $30,000 $750 $26,000 $56,750 $32,933 $23,817 58.03%
Total Welcome Centers $30,000 $750 $26,000 $56,750 $32,933 $23,817 58.03%
Depreciation Expense
Web site Development $0 $0 $0 $0 $89,131 ($89,131)
Marketing $0 $0 $11,371 ($11,371)
Infastructure -­‐ Web $0 $100,000 $100,000 $19,654 $80,346 19.65%
Total Depreciation Expense $0 $0 $100,000 $100,000 $120,156 ($20,156) 120.16%
SUBTOTAL -­‐ DOMESTIC $24,235,000 $57,447 $7,590,000 $31,882,447 $19,839,423 $12,043,024 62.23%
INTERNATIONAL MARKETING
United Kingdom
UK Brand Advertising $3,943,000 $600,000 $4,543,000 $4,396,482 $146,518 96.77%
UK Co-­‐op/Promotions $400,000 $400,000 $7,997 $392,003 2.00%
UK Technology $140,000 $140,000 $67,988 $72,012 48.56%
UK Communications $182,000 $182,000 $77,522 $104,478 42.59%
UK Travel Trade $450,000 $110,285 $560,285 $421,870 $138,415 75.30%
UK Research $100,000 $100,000 $20,348 $79,652 20.35%
UK Admin & Overhead $685,000 $685,000 $399,583 $285,417 58.33%
UK Publications/Fulfillment $100,000 $100,000 $26,982 $73,018 26.98%
Total United Kingdom $6,000,000 $110,285 $600,000 $6,710,285 $5,418,772 $1,291,513 80.75%
Japan
Japan Co-­‐op/Promotions $100,000 $100,000 $0 $100,000 0.00%
Japan Technology $587,000 $587,000 $287,994 $299,006 49.06%
Japan Communications $140,000 $140,000 $15,812 $124,188 205.71%
Japan Travel Trade $138,000 ($3,500) $134,500 $18,128 $116,372 13.48%
Japan Research $40,000 $40,000 $0 $40,000 0.00%
Japan Admin & Overhead $485,000 $485,000 $202,083 $282,917 41.67%
Japan Publications/Fulfillment $10,000 $10,000 $450 $9,550 4.50%
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
CO-­‐OP/
SPONSORSHIP/
REGISTRATION FUNDS RECEIVED
INCREMENTAL FUNDS/CTTC
FUNDS FROM PRIOR YEARS
TOTAL BUDGET FY 11-­‐12
YTD ACTUAL BALANCE % USED
Germany
Germany Co-­‐op/Promotions $285,000 $285,000 $85,338 $199,662 29.94%
Germany Technology $145,000 $145,000 $83,206 $61,794 57.38%
Germany Communications $110,000 $110,000 $39,272 $70,728 35.70%
Germany Travel Trade $200,000 $29,446 $229,446 $88,279 $141,167 38.47%
Germany Admin & Overhead $380,000 $380,000 $221,669 $158,331 58.33%
Germany Publications/Fulfillment $30,000 $30,000 ($7,044) $37,044 -­‐23.48%
Total Germany $1,150,000 $29,446 $0 $1,179,446 $510,720 $668,726 43.30%
Australia/New Zealand
Australia/NZ Brand Advertising $1,200,000 $500,000 $1,700,000 $823,852 $876,148 48.46%
Australia/NZ Co-­‐op/Promotions $345,000 $345,000 $129,137 $215,863 37.43%
Australia/NZ Technology $12,000 $12,000 $11,968 $32 99.73%
Australia/NZ Communications $157,000 $157,000 $54,090 $102,910 34.45%
Australia/NZ Travel Trade $276,000 $30,134 $61,000 $367,134 $200,554 $166,580 54.63%
Australia/NZ Research $35,000 $35,000 $28,149 $6,851 80.43%
Australia/NZ Admin & Overhead $450,000 $450,000 $225,000 $225,000 50.00%
Australia/NZ Publications/Fulfillment $25,000 $25,000 $1,946 $23,054 7.78%
Total Australia/New Zealand $2,500,000 $30,134 $561,000 $3,091,134 $1,474,696 $1,616,438 47.71%
Canada
Canada Brand Advertising $2,110,000 $225,000 $2,335,000 $1,198,131 $1,136,869 51.31%
Canada Co-­‐op/Promotions $0 $0 $150,000 ($150,000) #DIV/0!
Canada Technology $40,000 $40,000 $45 $39,955 0.11%
Canada Communications $150,000 $150,000 ($92,696) $242,696 -­‐61.80%
Canada Travel Trade $0 $0 $688 ($688) #DIV/0!
Canada Research $0 $0 $35,000 ($35,000) #DIV/0!
Canada Admin & Overhead $0 $0 $0 $0 #DIV/0!
Total Canada $2,300,000 $0 $225,000 $2,525,000 $1,291,168 $1,233,832 51.14%
Mexico
Mexico Brand Advertising $225,000 $225,000 $143,981 $81,019 63.99%
Mexico Co-­‐op/Promotions $120,000 $120,000 $0 $120,000 0.00%
Mexico Technology $75,000 $75,000 $0 $75,000 0.00%
Mexico Communications $95,000 $95,000 $1,088 $93,912 1.15%
Mexico Travel Trade $125,000 ($1,650) $123,350 $35,661 $87,689 28.91%
Mexico Research $0 $0 $0 $0
Mexico Admin & Overhead $240,000 $240,000 $100,000 $140,000 41.67%
Mexico Publications/Fulfillment $20,000 $20,000 $7,152 $12,848 35.76%
Total Mexico $900,000 ($1,650) $0 $898,350 $287,882 $610,468 32.05%
So. Korea
So. Korea Co-­‐op/Promotions $40,000 $40,000 $63,753 ($23,753) 159.38%
So. Korea Technology $143,000 $143,000 $130,596 $12,404 91.33%
So. Korea Communications $70,000 $70,000 $96,105 ($26,105) 137.29%
So. Korea Travel Trade $190,000 $190,000 $38,884 $151,116 20.47%
So. Korea Admin & Overhead $307,000 $307,000 $153,498 $153,502 50.00%
So. Korea Publications/Fulfillment $50,000 $50,000 $2,024 $47,976 4.05%
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
CO-­‐OP/
SPONSORSHIP/
REGISTRATION FUNDS RECEIVED
INCREMENTAL FUNDS/CTTC
FUNDS FROM PRIOR YEARS
TOTAL BUDGET FY 11-­‐12
YTD ACTUAL BALANCE % USED
China Markets
China Co-­‐op/Promotions $0 $0 $0 $0
China Technology $95,000 $95,000 $9,849 $85,151 10.37%
China Communications $44,700 $44,700 $24,664 $20,036 55.18%
China Travel Trade $202,700 $202,700 $119,272 $83,428 58.84%
China Research $0 $0 $0 $0
China Admin & Overhead $312,900 $312,900 $156,482 $156,418 50.01%
China Publications/Fulfillment $44,700 $44,700 $7,008 $37,692 15.68%
Total China Mkts $700,000 $0 $0 $700,000 $317,275 $382,725 45.33%
Secondary/Emerging Markets
S/E Brand Advertising $0 $0 $0 $0
S/E Co-­‐op/Promotions $126,000 $126,000 $520 $125,480 0.41%
S/E Technology $77,600 $77,600 $46,437 $31,163 59.84%
S/E Communications $70,900 $70,900 $24,461 $46,439 34.50%
S/E Travel Trade $138,200 $51,326 $500 $190,026 $91,569 $98,457 48.19%
S/E Research $16,000 $16,000 $16,000 $0 100.00%
S/E Admin & Overhead $333,300 $333,300 $179,585 $153,715 53.88%
S/E Publications & Fulfillment $38,000 $38,000 $3,280 $34,720 8.63%
Total Secondary/Emerging Mkts $800,000 $51,326 $500 $851,826 $361,852 $489,974 42.48%
Other International Marketing
Global Project Extension $0 $2,200,000 $2,200,000 $632,333 $1,567,667 28.74%
Global Research Reports $65,000 $80,000 $145,000 $93,962 $51,038 64.80%
International Marketing Development $35,000 $35,000 $2,666 $32,334 7.62%
International Photography and B-­‐Roll $40,000 $40,000 $27,545 $12,455 68.86%
International Publications and Fulfillment $50,000 $50,000 $11,083 $38,917 22.17%
International Web site Maintenance $50,000 $50,000 $3,938 $46,062 7.88%
Online Training Maintenance $30,000 $30,000 $0 $30,000 0.00%
POW WOW Booth/Branding $200,000 $200,000 $66,602 $133,398 33.30%
POW WOW Creative/Deliverables $100,000 $100,000 $8,603 $91,397 8.60%
POW WOW Fams/Promotions $90,000 $434 $90,434 $3,825 $86,609 4.23%
POW WOW Sponsorship $300,000 $300,000 $300,000 $0 100.00%
Travel Trade Development $140,000 $100,000 $240,000 $115,941 $124,059 48.31%
Travel Trade Portal Localization $100,000 $100,000 $68,065 $31,935 68.07%
Travel Trade Tools $50,000 $50,000 $1,083 $48,917 2.17%
Total Other Int'l Marketing $1,250,000 $434 $2,380,000 $3,630,434 $1,335,646 $2,294,788 36.79%
SUBTOTAL INT'L MARKETING $17,900,000 $216,475 $3,766,500 $21,882,975 $12,007,338 $9,875,637 54.87%
MARKETING RESERVE $0 $0
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
CO-­‐OP/
SPONSORSHIP/
REGISTRATION FUNDS RECEIVED
INCREMENTAL FUNDS/CTTC
FUNDS FROM PRIOR YEARS
TOTAL BUDGET FY 11-­‐12
YTD ACTUAL BALANCE % USED
OPERATIONS
Accounting $65,000 $65,000 $60,661 $4,339 93.32%
Audit $20,000 $20,000 $20,328 ($328) 101.64%
Computers/Office Equip $200,000 $200,000 $142,370 $57,630 71.19%
Database $15,000 $15,000 $0 $15,000 0.00%
Depreciation $100,000 $100,000 $49,861 $50,139 49.86%
General Expense $100,000 $100,000 $68,873 $31,127 68.87%
Insurance $50,000 $50,000 $13,120 $36,880 26.24%
Legal Services $200,000 $200,000 $590,377 ($390,377) 295.19%
Meals and Entertainment $20,000 $20,000 $18,861 $1,139 94.31%
Meetings $100,000 $100,000 ($28,577) $128,577 -­‐28.58%
Memberships $5,000 $5,000 $5,185 ($185) 103.70%
Move Expense $50,000 $800 $50,800 $80,625 ($29,825) 158.71%
Office Supplies $45,000 $17 $45,017 $24,151 $20,866 53.65%
Postage and Printing $100,000 $100,000 $74,940 $25,060 74.94%
Rent $350,000 $350,000 $385,171 ($35,171) 110.05%
Salaries and Benefits $3,950,000 $6,638 $3,956,638 $2,427,851 $1,528,787 61.36%
Teleconferences $15,000 $15,000 $7,047 $7,953 46.98%
Telephone $115,000 $115,000 $79,714 $35,286 69.32%
Temporary Employee's $115,000 $115,000 $56,279 $58,721 48.94%
Training $30,000 $30,000 $31 $29,969 0.10%
Travel -­‐ Commissioners $20,000 $20,000 $1,054 $18,946 5.27%
Travel -­‐ Executive/Staff $375,000 $375,000 $303,987 $71,013 81.06%
Total Operations $6,040,000 $7,455 $0 $6,047,455 $4,381,909 $1,665,546 72.46%
ASSESSMENT ADMIN
Salaries and Benefits $380,000 $380,000 $240,252 $139,748 63.22%
General Expense $400,000 $400,000 $36,320 $363,680 9.08%
Consultant Services $45,000 $45,000 $1,375 $43,625 3.06%
Hardware/Software Purchases & Maintenance $0 $0 $26,347 ($26,347)
Total Assessment $825,000 $0 $0 $825,000 $304,294 $520,706 36.88%
Capitol Budget Adjustments
Capitol Expenditures -­‐ Equipment ($100,000) ($100,000) $0 ($100,000) 0.00%
Add Back Depreciation $100,000 $100,000 $0 $100,000
Total Capitol Budget Adjustments $0 $0 $0 $0 $0 $0 0.00%
CTTC OPERATIONS RESERVE $1,000,000 $0 $0 $1,000,000 $0 $1,000,000 0.00%
GAIN/LOSS ON ASSET DISPOSAL $0 $0 $0 $0 $5,133 ($5,133) 0.00%
TOTAL OP/ASSESS/RES $7,865,000 $7,455 $0 $7,872,455 $4,691,336 $3,181,119 59.59%
TOTAL $50,000,000 $281,377 $11,356,500 $61,637,877 $36,538,097 $25,099,780 59.28%

Accountant’s Compilation Report
and Financial Statements with
Supplementary Schedules
Visit California
For the Eight Months Ended
February 29, 2012 and February 28, 2011

CONTENTS
PAGE
ACCOUNTANT’S COMPILATION REPORT 1
FINANCIAL STATEMENTS
Statements of financial position 2
Statements of activities 3
Statements of cash flows 4
SUPPLEMENTARY SCHEDULES
Schedule 1 – Schedule of assets internally designated for reserves 6 – 8
Schedule 2 – Schedule of activities – budget and actual 9
Schedule 3 – Comparative schedule of marketing and program expenses 10 – 12
Schedule 4 – Schedule of marketing and program expenses – budget and actual 13 – 15

To the Board of Commissioners
Visit California
ACCOUNTANT’S COMPILATION REPORT
We have compiled the accompanying statements of financial position of Visit California (the Commission) as
of February 29, 2012 and February 28, 2011 and the related statements of activities and cash flows for the
eight months then ended. We have not audited or reviewed the accompanying financial statements and,
accordingly, do not express an opinion or provide any assurance about whether the financial statements are
in accordance with accounting principles generally accepted in the United States of America.
Management is responsible for the preparation and fair presentation of the financial statements in
accordance with the accounting principles generally accepted in the United States of America and for
designing, implementing, and maintaining internal control relevant to the preparation and fair presentation
of the financial statements.
Our responsibility is to conduct the compilation in accordance with Statements on Standards for Accounting
and Review Services issued by the American Institute of Certified Public Accountants. The objective of a
compilation is to assist management in presenting financial information in the form of financial statements
without undertaking to obtain or provide any assurance that there are no material modifications that should
be made to the financial statements.
Management has elected to omit substantially all of the disclosures required by accounting principles
generally accepted in the United States. If the omitted disclosures were included in the financial statements,
they might influence the users’ conclusions about the Commission’s financial position, changes in net assets,
and cash flows. Accordingly, these financial statements are not designed for those who are not informed
about such matters.
The accompanying supplementary information appearing on pages 6 to 15, except for the supplementary
annual budget information appearing on pages 9 and 13 to 15, is presented for purposes of additional
analysis and is not a required part of the basic financial statements. The supplementary information has been
compiled from information that is the representation of management. We have not audited or reviewed the
supplementary information and, accordingly, do not express an opinion or provide any assurance on such
supplementary information.
The accompanying supplementary annual budget information appearing on pages 9 and 13 to 15, is
presented for purposes of additional analysis and is not a required part of the basic financial statements. We
have not complied or reviewed the unaudited supplementary annual budget information, and, accordingly,
do not express an opinion or any form of assurance on it.
We are not independent with respect to the Commission.
Sacramento, California
May 3, 2012

VISIT CALIFORNIA
STATEMENTS OF FINANCIAL POSITION
ASSETS
2/29/12 2/28/11
Current assets:
Petty cash $ 250
$
100
Cash in bank 11,913,634
10,734,943
Cash in bank ‐ Industry Promo 110,299
110,299
Cash in bank ‐ Wells Fargo Securities 4,246,734
4,153,171
Investments (Schedule 1) 4,349,028
4,349,028
Receivables 3,837,598 1,497,815
Total current assets
Fixed assets:
24,457,543
20,845,356
Office equipment 661,425 428,553
Infrastructure 241,671 ‐
Software and website 1,180,147
1,180,147
Leasehold improvements 279,207
32,899
Accumulated depreciation (1,488,914)
(1,203,707)
Net fixed assets
Other assets:
873,536
437,892
Other prepaids 117,140
13,514
Deposits 324,964
18,313
Total other assets 442,104
31,827
TOTAL ASSETS $ 25,773,183
$ 21,315,075
LIABILITIES AND NET ASSETS
Current liabilities:
Accounts payable $ 74,030
$ 135,831
Accrued expenses 4,562,116 5,334,521
Deferred rent 254,797 34,741
Employee flexible spending account 4,024 (850)
401(k) loan payable 618
‐
401(k) employee deferral 6,671
7,771
Total current liabilities
Net assets:
Unrestricted:
4,902,256
5,512,014
Designated board reserve 4,349,028 4,349,028
Unrestricted fund 13,887,310 9,056,536
Current excess 2,634,589 2,397,497
Total net assets 20,870,927
15,803,061
TOTAL LIABILITIES AND NET ASSETS $ 25,773,183
$ 21,315,075
See accountant’s compilation report 2

VISIT CALIFORNIA
STATEMENTS OF ACTIVITIES
For the Eight For the Eight
Months Ended Months Ended
2/29/12 2/28/11 Variance % Diff
REVENUES:
Rental assessment income $ 31,014,982 $ 31,715,422 $ ( 700,440 )
(2.21%)
Other industry assessment income 7,294,059 6,368,812 925,247
14.53%
Refunds (8,899) (13,711) 4,812
(35.10%)
Interest and dividend income 59,238 43,260 15,978
36.93%
Publication income and royalties 5,378 155,960 (150,582)
(96.55%)
Co‐op partner contributions 807,040 902,213 (95,173)
(10.55%)
TOTAL REVENUES 39,171,798
39,171,956
EXPENDITURES:
Marketing and program expenses (Schedules 3 and 4)
Operating expenses:
31,845,873 32,714,350 (868,477)
Accounting 60,661 33,167 27,494
Audit 20,328 23,162 (2,834)
Computer/office equipment 142,370
158,007 (15,637)
Depreciation expense 49,861 48,781 1,080
General expense 68,873
57,649 11,224
Insurance 13,120 6,576 6,544
Legal services 590,377 386,645 203,732
Meals and entertainment 18,861 4,727 14,134
Meetings (28,577) 47,544 (76,121)
Memberships 5,185 4,884 301
Move expense 76,057 ‐
76,057
Office supplies 24,151 16,932 7,219
Printing and postage 79,508 63,809 15,699
Rent 385,171 187,700 197,471
Salaries and benefits 2,427,851 2,048,885 378,966
Teleconferences 7,047 10,443 (3,396)
Telephone 79,714 74,928 4,786
Temporary staffing 56,279 121,855 (65,576)
Training 31 13,194 (13,163)
Travel ‐ executive/staff 303,987 265,985 38,002
Travel ‐ CTTC commissioners 1,054 12,891 (11,837)
Total operating expenses 4,381,909
3,587,764
See accountant’s compilation report 3
(158)
794,145
Assessment administration:
Personnel services 240,252 324,691 (84,439)
General operating expenses 36,320 84,749 (48,429)
Hardware/software purchase/maintenance 26,347 25,129 1,218
Consultant services 1,375 37,776
(36,401)
Disposal of assets 5,133 ‐
5,133
Total assessment administration expenses 309,427
TOTAL OPERATIONS AND ASSESSMENT EXPENDITURES
472,345
(162,918)
(0.00%)
(2.65%)
82.90%
(12.24%)
(9.90%)
2.21%
19.47%
99.51%
52.69%
299.01%
(160.11%)
6.16%
0.00%
42.64%
24.60%
105.21%
18.50%
(32.52%)
6.39%
(53.81%)
(99.77%)
14.29%
(91.82%)
22.13%
(26.01%)
(57.14%)
4.85%
(96.36%)
0.00%
(34.49%)
4,691,336 4,060,109 631,227 15.55%
CHANGE IN UNRESTRICTED NET ASSETS $ 2,634,589 $ 2,397,497 $ 237,092
9.89%

VISIT CALIFORNIA
STATEMENTS OF CASH FLOWS
FOR THE EIGHT MONTHS ENDED 2/29/12 2/28/11
CASH FLOWS, OPERATIONS
Change in unrestricted net assets
Adjustments to reconcile change in unrestricted net assets
to net cash flow from operating activities:
$ 2,634,589 $ 2,397,497
Depreciation and amortization expense 170,017
252,259
Other receivables (1,780,626)
269,326
Other prepaids 615,880
33,479
Deposits 18,313
‐
Accounts payable and accrued expenses (1,516,864) 1,883,106
Deferred rent 225,103
(7,942)
Other payroll liabilities ‐ FSA 2,475
5,377
401(k) employee deferrals 7,288
(7,463)
NET CASH FLOWS, OPERATIONS 376,175
CASH FLOWS, INVESTING
Purchase certificates of deposit (732,147)
Purchase of fixed assets (491,577)
NET CASH FLOWS, INVESTING ( 1,223,724 )
DECREASE IN CASH AND CASH EQUIVALENTS (847,549)
CASH AND CASH EQUIVALENTS, AS OF JUNE 30 12,924,124
4,825,639
(4,148,195)
(11,724)
(4,159,919)
665,720
10,184,599
CASH AND CASH EQUIVALENTS,
AS OF FEBRUARY 29, 2012 AND FEBRUARY 28, 2012 $ 12,076,575 $ 10,850,319
CASH AND CASH EQUIVALENTS
Petty cash $ 250 $ 100
Cash in bank ‐ Wells Fargo 11,913,634 10,734,944
Cash in bank ‐ Industry Promo 110,299
110,299
Cash in bank ‐ Wells Fargo Securities 52,392
4,976
TOTAL CASH AND CASH EQUIVALENTS $ 12,076,575 $
10,850,319
See accountant’s compilation report 4

SUPPLEMENTARY SCHEDULES

VISIT CALIFORNIA
SCHEDULE 1 – SCHEDULE OF ASSETS INTERNALLY DESIGNATED FOR RESERVES
FEBRUARY 29, 2012
CASH AND INVESTMENTS INTERNALLY DESIGNATED
FOR OPERATING RESERVE:
See accountant’s compilation report 6
Cost
Value at
Maturity
Cardinal Bank CD, coupon 1.0%, due June 18, 2012 $ 200,000 $ 200,000
Bank of Jackson Hole CD, coupon 1.0%, due June 25, 2012 100,000
Barclay's Bank CD, coupon 2.35%, due September 10, 2012 128,903
Bank of China CD, coupon 0.75%, due September 10, 2012 225,362
(Designated portion‐operating reserve of securities
purchased for a total of $250,000)
Citibank Natl Assn CD, coupon 0.70%, due September 24, 2012 250,000
First St Cmnty Bk CD, coupon 0.75%, due September 24, 2012 207,000
Merrick Bank CD, coupon 0.65%, due September 24, 2012 30,662
(Designated portion‐operating reserve of securities
purchased for a total of $100,000)
BMW Bk North Amer CD, coupon 1.95%, due May 21, 2013 201,306
Goldman Sachs Bk USA CD, coupon 1.70%, due June 3, 2013 200,000
Discover Bank CD, coupon 0.75%, due July 29, 2013 250,000
Synovus Bank CD, coupon 1.20%, due August 26, 2013 240,005
Heritage Bank Comm CD, coupon 1.05%, due January 31, 2014 250,000
GE Capital Finl Inc CD, coupon 1.25%, due May 16, 2014 59,000
Town Bk CD, coupon 1.50%, due June 7, 2013 200,000
Total cash and investments internally designated
for operating reserve 2,542,238
100,000
128,903
225,362
250,000
207,000
30,662
201,306
200,000
250,000
240,005
250,000
59,000
200,000
2,542,238

VISIT CALIFORNIA
SCHEDULE 1 – SCHEDULE OF ASSETS INTERNALLY DESIGNATED FOR RESERVES (CONTINUED)
FEBRUARY 29, 2012
CASH AND INVESTMENTS INTERNALLY DESIGNATED
FOR MARKETING RESERVE:
See accountant’s compilation report 7
Cost
Merrick Bk CD, coupon 1.25%, due April 20, 2012 150,000
Bank of America CD, coupon 1.3%, due April 23, 2012 130,000
First St Bk & Tr Co CD, coupon 1.3%, due April 23, 2012 150,000
First Coml Bk CD, coupon 1.25%, due April 30, 2012 100,000
Johnson Bank CD, coupon 0.70%, due September 4, 2012 200,000
Bank of China CD, coupon 0.75%, due September 10, 2012 24,638
(Designated portion‐marketing reserve of securities
purchased for a total of $250,000)
Timberwood Bank CD, coupon 1.20%, due July 16, 2013 100,656
Lake Fst Bk & Tr Co CD, coupon 1.40%, due July 22, 2013 201,518
First Priority Bank CD, coupon 0.80%, due August 9, 2013 200,000
1st Source Bank CD, coupon 1.0%, due September 16, 2013 250,000
Franklin Sec Bk CD, coupon 0.95%, due October 15, 2013 250,000
Cardinal Bank CD, coupon 1.0%, due January 21, 2014 49,978
Total cash and investments internally designated
for marketing reserve 1,806,790
Value at
Maturity
150,000
130,000
150,000
100,000
200,000
24,638
100,656
201,518
200,000
250,000
250,000
49,978
1,806,790
Total cash and investments internally designated $ 4,349,028 $
4,349,028

VISIT CALIFORNIA
SCHEDULE 1 – SCHEDULE OF ASSETS INTERNALLY DESIGNATED FOR RESERVES (CONTINUED)
FEBRUARY 29, 2012
UNDESIGNATED CASH AND INVESTMENTS:
Value at
Cost Maturity
Merrick Bank CD, coupon 0.65%, due September 24, 2012
(Undesignated portion of securities purchased
for a total of $100,000)
$ 69,338 $ 69,338
Bank of Northn Mi CD, coupon 1.25%, due September 28, 2012 103,614
103,614
State Bank India CD, coupon 0.90%, due October 1, 2012 116,000
116,000
Barclay's Bk Delaware CD, coupon 2.45%, due October 29, 2012 103,086
103,086
Bank of America NA CD, coupon 1.8%, due March 11, 2013 81,411
81,411
State Bk & Tr Co Dallas CD, coupon 0.8%, due March 11, 2013 245,000
245,000
First Business Bk CD, coupon 1.35%, due June 4, 2013 100,656
100,656
Goldman Sachs Bk USA CD, coupon 1.7%, due June 10, 2013 50,266
50,266
Israel Disc Bk CD, coupon 1.35%, due June 10, 2013 201,306
201,306
Ally Bank CD, coupon 0.70%, due July 29, 2013 100,000
100,000
First Priority Bank CD, coupon 0.80%, due August 9, 2013 29,000
29,000
BMW Bank North Amer CD, coupon 1.6%, due August 13, 2013 50,543
50,543
GE Money Bank CD, coupon 1.55%, due August 13, 2013 76,147
76,147
Plains Capital Bank CD, coupon 1.3%, due August 19, 2013 186,209
186,209
Domestic Bank CD, coupon 1.0%, due August 27, 2013 240,005
240,005
Evergreen Bank Group CD, coupon 0.95%, due August 27, 2013 249,642
249,642
Farm Bur Bk FSB CD, coupon 0.90%, due September 10, 2013 99,005
99,005
Medallion Bank CD, coupon 1.0%, due September 10, 2013 250,000
250,000
Marlin Business Bank CD, coupon 1.0%, due September 23, 2013 250,000
250,000
MetLife Bk Natl Assn CD, coupon 1.25%, due October 21, 2013 250,000
250,000
Safra Natl Bank CD, coupon 1.0%, due January 21, 2014 248,743
248,743
American Exp Cent Bk CD, coupon 1.0%, due January 28, 2014 250,000
250,000
GE Capital Finl Inc CD, coupon 1.05%, due January 29, 2014 170,000
170,000
GE Capital Retail Bk CD, coupon 1.25%, due May 16, 2014 175,000
175,000
United Fidelity Bank CD, coupon 0.70%, due March 28, 2013 250,000
250,000
Tristate Cap Bank CD, coupon 1.1%, due January 21, 2014 249,371
249,371
Wells Fargo Bank Deposit Sweep #4217‐3715 27,442
27,442
Wells Fargo Bank Deposit Sweep #6901‐3743 24,950
24,950
Total undesignated cash and investments $ 4,246,734 $
4,246,734
See accountant’s compilation report 8

VISIT CALIFORNIA
SCHEDULE 2 – SCHEDULE OF ACTIVITIES –
BUDGET AND ACTUAL
FOR THE EIGHT MONTHS ENDED FEBRUARY 29, 2012
Annual
For the Eight
Months Ended
Budget 2/29/2012 Balance % Used
REVENUES
Rental assessment income $ 39,500,000 $ 31,014,982 $ 8,485,018 78.52%
Other industry assessment income 10,000,000 7,294,059
2,705,941 72.94%
State funding 200,000
‐
200,000
0.00%
Publication income and royalties 150,000
5,378
144,622
3.59%
Co‐op partner contributions ‐
807,040
(807,040) 0.00%
Interest and dividend income 150,000
59,238
90,762 39.49%
Refunds ‐
(8,899)
8,899
0.00%
Carryover funds 11,537,877
‐ 11,537,877
0.00%
TOTAL REVENUES
EXPENDITURES
Marketing and program expenses
61,537,877 39,171,798 22,366,079 63.65%
(Schedule 3)
Operating expenses:
53,765,422 31,845,873 21,919,549 59.23%
Accounting 65,000
60,661
4,339 93.32%
Audit 20,000
20,328
(328) 101.64%
Computer/office equipment 200,000
142,370
57,630 71.19%
Database 15,000
‐
15,000
0.00%
Depreciation expense 100,000
49,861
50,139 49.86%
General expense 100,000
68,873
31,127 68.87%
Insurance 50,000
13,120
36,880 26.24%
Legal services 200,000
590,377
(390,377) 295.19%
Meals and entertainment 20,000
18,861
1,139 94.31%
Meetings 100,000
(28,577)
128,577 (28.58%)
Memberships 5,000
5,185
(185) 103.70%
Move expense 50,800
76,057
(25,257) 149.72%
Office supplies 45,017
24,151
20,866 53.65%
Printing and postage 100,000
79,508
20,492 79.51%
Rent 350,000
385,171
(35,171) 110.05%
Salaries and benefits 3,956,638 2,427,851
1,528,787 61.36%
Teleconferences 15,000
7,047
7,953 46.98%
Telephone 115,000
79,714
35,286 69.32%
Temporary staffing 115,000
56,279
58,721 48.94%
Training 30,000
31
29,969
0.10%
Travel – executive/staff 375,000
303,987
71,013 81.06%
Travel – CTTC commissioners 20,000
1,054
18,946
5.27%
Total operating expenses
Assessment administration:
6,047,455 4,381,909
1,665,546 72.46%
Personnel services 380,000
240,252
139,748 63.22%
General operating expenses 400,000
36,320
363,680
9.08%
Hardware/software purch/maint ‐
26,347
(26,347) 0.00%
Consultant services 45,000
1,375
43,625
3.06%
Disposal of assets
Total assessment administration
‐
5,133
(5,133) 0.00%
expenses 825,000
309,427
515,573 37.51%
Capital budget adjustments (100,000)
‐
(100,000) 0.00%
Operations reserve 1,000,000
‐
1,000,000
0.00%
TOTAL OPERATIONS AND ASSESSMENT
900,000
‐
900,000
0.00%
EXPENDITURES 7,772,455 4,691,336
3,081,119 60.36%
TOTAL EXPENDITURES 61,537,877 36,537,209 25,000,668 59.37%
CHANGE IN UNRESTRICTED NET ASSETS $ ‐ $ 2,634,589 $ (2,634,589) 0.00%
See accountant’s compilation report 9

VISIT CALIFORNIA
SCHEDULE 3 – COMPARATIVE SCHEDULE OF MARKETING AND PROGRAM EXPENSES
For the Eight For the Eight
Months Ended Months Ended
2/29/12 2/28/11 Variance % Diff
Advertising $ 6,125 $ 17,623,014 $ (17,616,889)
(99.97%)
Advertising‐media 13,579,701 ‐ 13,579,701
0.00%
Advertising‐production 3,059,232 ‐
3,059,232
0.00%
Advertising‐research 43,734 ‐
43,734
0.00%
Interactive advertising ‐
1,172,634 (1,172,634)
0.00%
Interactive‐media 848,283 ‐
848,283
0.00%
Interactive‐production 97,775 ‐
97,775
0.00%
Domestic advertising co‐op 15,029 10,249 4,780
46.64%
Rural marketing co‐op 130,885 164,553 (33,668)
(20.46%)
Tourism development 32,911 ‐
32,911
0.00%
Fulfillment contractor 58,053 58,848 (795)
(1.35%)
Fulfillment postage 177,340 93,783 83,557
89.10%
Depreciation expense‐web site development 89,131 203,478
(114,347)
(56.20%)
Official site map 50 222,553 (222,503)
(99.98%)
Digital assets 100,630 66,044 34,586
52.37%
Domestic press events 151,177 182,259 (31,082)
(17.05%)
Field representatives 144,301 172,498 (28,197)
(16.35%)
Industry events 239,235 153,734 85,501
55.62%
Promotional items 77,283 123,952
(46,669)
(37.65%)
Industry site development and maintenance ‐
6,450 (6,450)
0.00%
Industry/media newsletters 90,106 49,044 41,062
83.72%
Industry outreach 127,895 220,878 (92,983)
(42.10%)
Media FAMS/visits 19,555 26,162 (6,607)
(25.25%)
Newsclipping service 13,286 16,498 (3,212)
(19.47%)
Public affairs 93,352 ‐
93,352
0.00%
Niche/seasonal outreach ‐
62,469 (62,469)
0.00%
PR promotions 100,018 ‐
100,018
0.00%
PR agency and consultants 227,079 196,994 30,085
15.27%
Press kits 26,396 299 26,097
8,728.09%
Domestic trade shows/promos 49,104 33,602 15,502
46.13%
Fam tours 9,234 9,729 (495)
(5.09%)
Bulletins and special studies 70,554 22,760 47,794
209.99%
Economic impact analysis 38,000 30,900 7,100
22.98%
Domestic market research 52,123 64,800 (12,677)
(19.56%)
Marketing effectiveness & ROI 7,000 32,500 (25,500)
(78.46%)
Welcome centers 32,933 29,643 3,290
11.10%
UK brand advertising 4,396,482 3,965,108 431,374
10.88%
UK co‐op/promotions 7,997 102,340 (94,343)
(92.19%)
UK technology 67,988 31,319 36,669
117.08%
UK communications 77,522
63,572 13,950
21.94%
UK travel trade 421,870 234,774 187,096
79.69%
UK research 20,348 ‐
20,348
0.00%
UK admin and overhead 399,583 322,169 77,414
24.03%
See accountant’s compilation report 10

VISIT CALIFORNIA
SCHEDULE 3 – COMPARATIVE SCHEDULE OF MARKETING AND PROGRAM EXPENSES
(CONTINUED)
For the Eight For the Eight
Months Ended Months Ended
2/29/12 2/28/11 Variance % Diff
UK publications/fulfillment 26,982 24,814
2,168
Japan co‐op/promotions ‐
112,728
(112,728)
Japan technology 287,994 378,040 (90,046)
Japan communications 15,812
94,011 (78,199)
Japan travel trade 18,128 95,014 (76,886)
Japan research ‐
40,015 (40,015)
Japan admin and overhead 202,083 313,376 (111,293)
Japan publications/fulfillment 450
6,959 (6,509)
Germany co‐op/promotions 85,338 135,478 (50,140)
Germany technology 83,206 40,124 43,082
Germany communications 39,272 20,205 19,067
Germany travel trade 88,279 124,793 (36,514)
Germany admin and overhead 221,669 197,500 24,169
Germany publications/fulfillment (7,044) 19,760
(26,804)
Australia/NZ brand advertising 823,852 1,623,482
(799,630)
Australia/NZ co‐op promotions 129,137 27,309 101,828
Australia/NZ technology 11,968 18,023
(6,055)
Australia/NZ communications 54,090 22,956 31,134
Australia/NZ travel trade 200,554 221,788 (21,234)
Australia/NZ research 28,149 17,929
10,220
Australia admin and overhead 225,000 206,344 18,656
Australia/NZ publications/fulfillment 1,946 19,509
(17,563)
Canada brand advertising 1,198,131 1,063,877 134,254
Canada co‐op/promotions 150,000 41,650 108,350
Canada technology 45 275 (230)
Canada communications (92,696) 62,143 (154,839)
Canada travel trade 688 3,154 (2,466)
Canada research 35,000 35,500 (500)
Mexico brand advertising 143,981
‐
143,981
Mexico co‐op/promotions ‐
15,000 (15,000)
Mexico technology ‐
325 (325)
Mexico communications 1,088 30,248 (29,160)
Mexico travel trade 35,661 54,307 (18,646)
Mexico research ‐
25,000
(25,000)
Mexico admin and overhead 100,000 126,000 (26,000)
Mexico publications/fulfillment 7,152 7,518 (366)
So. Korea co‐op/promotions 63,753 ‐
63,753
So. Korea technology 130,596 86,886 43,710
So. Korea communications 96,105 27,005 69,100
So. Korea travel trade 38,884 111,693 (72,809)
So. Korea admin and overhead 153,498 204,664 (51,166)
So. Korea publications/fulfillment 2,024 2,480 (456)
8.74%
0.00%
(23.82%)
(83.18%)
(80.92%)
0.00%
(35.51%)
(93.53%)
(37.01%)
107.37%
94.37%
(29.26%)
12.24%
(135.65%)
(49.25%)
372.87%
(33.60%)
135.62%
(9.57%)
57.00%
9.04%
(90.03%)
12.62%
260.14%
(83.64%)
(249.17%)
(78.19%)
(1.41%)
0.00%
0.00%
0.00%
(96.40%)
(34.33%)
0.00%
(20.63%)
(4.87%)
0.00%
50.31%
255.88%
(65.19%)
(25.00%)
(18.39%)
See accountant’s compilation report 11

VISIT CALIFORNIA
SCHEDULE 3 – COMPARATIVE SCHEDULE OF MARKETING AND PROGRAM EXPENSES
(CONTINUED)
For the Eight For the Eight
Months Ended Months Ended
2/29/12 2/28/11 Variance % Diff
China technology 9,849 6,636 3,213
China communications 24,664 32,189 (7,525)
China travel trade 119,272 93,781 25,491
China admin and overhead 156,482 131,250 25,232
China publications/fulfillment 7,008 3,379 3,629
S/E co‐op/promotions 520
6,692 (6,172)
S/E technology 46,437 67,222
(20,785)
S/E communications 24,461 36,686 (12,225)
S/E travel trade 91,569 157,905 (66,336)
S/E research 16,000
‐
16,000
S/E admin and overhead 179,585 180,639 (1,054)
S/E publications/fulfillment 3,280
‐
3,280
Travel trade development 115,941 41,192 74,749
Int'l publications/fulfillment 11,083 7,681 3,402
International web site maintenance 3,938 ‐
3,938
Travel trade on line portal 68,065 49,326 18,739
Global research reports 93,962 62,570 31,392
Global project extension 632,333 327,151
305,182
International marketing development 2,666 24,027
(21,361)
International photography 27,545 ‐
27,545
POW WOW fams/promotions 3,825 13,474
(9,649)
POW WOW booth/banners/creative 66,602 42,284
24,318
POW WOW sponsorship 300,000 ‐
300,000
Travel trade tools 1,083 2,775
(1,692)
POW WOW creative/deliverables 8,603 ‐
8,603
Depreciation expense‐marketing 11,371 ‐
11,371
Depreciation expense‐infrastructure 19,654 ‐
19,654
48.42%
(23.38%)
27.18%
19.22%
107.40%
(92.23%)
(30.92%)
(33.32%)
(42.01%)
0.00%
(0.58%)
0.00%
181.46%
44.29%
0.00%
37.99%
50.17%
93.28%
(88.90%)
0.00%
(71.61%)
57.51%
0.00%
(60.97%)
0.00%
0.00%
0.00%
Total marketing and program expenses $ 31,845,873 $ 32,714,350 $ (868,477)
(2.65%)
See accountant’s compilation report 12

VISIT CALIFORNIA
SCHEDULE 4 – SCHEDULE OF MARKETING AND PROGRAM EXPENSES – BUDGET AND ACTUAL
FOR THE EIGHT MONTHS ENDED FEBRUARY 29, 2012
Annual
Budget Actual Balance % Used
Advertising $ 25,893,000 $ 17,537,075 $ 8,355,925
67.73%
Website production 857,000
97,775
759,225
11.41%
Domestic advertising co‐op 167,813
15,029
152,784
8.96%
Rural marketing co‐op 290,000
130,885
159,115
45.13%
Tour of California 350,000
‐
350,000
0.00%
Fulfillment contractor 225,000
58,053
166,947
25.80%
Fulfillment postage
Depreciation expense – website
350,000
177,340
172,660
50.67%
development ‐
89,131
(89,131)
0.00%
Official state map 225,000
50
224,950
0.02%
Public affairs 140,000
93,352
46,648
66.68%
Digital assets 300,000
100,630
199,370
33.54%
Domestic press events 192,500
151,177
41,323
78.53%
Field representatives 420,000
144,301
275,699
34.36%
Industry events 356,004
239,235
116,769
67.20%
Promotional items 125,630
77,283
48,347
61.52%
Referendum campaign 140,000
‐
140,000
0.00%
Tourism development
Industry site development
70,000
32,911
37,089
47.02%
and maintenance 35,000
‐
35,000
0.00%
Industry/media newsletters 165,000
90,106
74,894
54.61%
Industry outreach 190,000
127,895
62,105
67.31%
Media FAMS/visits 75,000
19,555
55,445
26.07%
Newsclipping service 20,000
13,286
6,714
66.43%
PR agency and consultants 400,000
227,079
172,921
56.77%
PR promotions 216,000
100,018
115,982
46.30%
Press kits 59,000
26,396
32,604
44.74%
Domestic trade shows/promos 33,750
49,104
(15,354)
145.49%
Fam tours 30,000
9,234
20,766
30.78%
Bulletins and special studies 120,000
70,554
49,446
58.80%
Domestic market research 150,000
52,123
97,877
34.75%
Economic impact analysis 130,000
38,000
92,000
29.23%
Marketing effectiveness & ROI 100,000
7,000
93,000
7.00%
Welcome centers 56,750
32,933
23,817
58.03%
UK brand advertising 4,543,000 4,396,482
146,518
96.77%
UK co‐op/promotions 400,000
7,997
392,003
2.00%
UK technology 140,000
67,988
72,012
48.56%
UK communications 182,000
77,522
104,478
42.59%
UK travel trade 560,285
421,870
138,415
75.30%
UK research 100,000
20,348
79,652
20.35%
UK admin and overhead 685,000
399,583
285,417
58.33%
UK publications/fulfillment 100,000
26,982
73,018
26.98%
Japan co‐op/promotions 100,000
‐
100,000
0.00%
Japan technology 587,000
287,994
299,006
49.06%
Japan communications 140,000
15,812
124,188
11.29%
Japan travel trade 134,500
18,128
116,372
13.48%
Japan research 40,000
‐
40,000
0.00%
Japan admin and overhead 485,000
202,083
282,917
41.67%
Japan publications/fulfillment 10,000
450
9,550
4.50%
See accountant’s compilation report 13

VISIT CALIFORNIA
SCHEDULE 4 – SCHEDULE OF MARKETING AND PROGRAM EXPENSES – BUDGET AND ACTUAL
(CONTINUED)
FOR THE EIGHT MONTHS ENDED FEBRUARY 29, 2012
S/E co‐op/promotions 126,000
S/E technology 77,600
S/E communications 70,900
S/E travel trade 190,026
S/E research 16,000
S/E admin and overhead 333,300
S/E publications/fulfillment 38,000
Germany co‐op/promotions 285,000
Germany technology 145,000
Germany communications 110,000
Germany travel trade 229,446
Germany admin and overhead 380,000
Germany publications/fulfillment 30,000
Australia/NZ brand advertising 1,700,000
Australia/NZ co‐op promotions 345,000
Australia/NZ technology 12,000
Australia/NZ communications 157,000
Australia/NZ travel trade 367,134
Australia/NZ research 35,000
Australia admin and overhead 450,000
Australia/NZ publications/fulfillment 25,000
Canada brand advertising 2,335,000
Canada co‐op/promotions ‐
Canada technology 40,000
Canada communications 150,000
Canada travel trade ‐
Canada research ‐
Mexico brand advertising 225,000
Mexico co‐op/promotions 120,000
Mexico technology 75,000
Mexico communications 95,000
Mexico travel trade 123,350
Mexico admin and overhead 240,000
Mexico publications/fulfillment 20,000
So. Korea co‐op/promotions 40,000
So. Korea technology 143,000
So. Korea communications 70,000
So. Korea travel trade 190,000
So. Korea admin and overhead 307,000
So. Korea publications/fulfillment 50,000
China technology 95,000
China communications 44,700
China travel trade 202,700
China admin and overhead 312,900
China publications/fulfillment 44,700
Annual
Budget Actual Balance % Used
520
46,437
24,461
91,569
16,000
179,585
3,280
85,338
83,206
39,272
88,279
221,669
(7,044)
823,852
129,137
11,968
54,090
200,554
28,149
225,000
1,946
1,198,131
150,000
45
(92,696)
688
35,000
143,981
‐
‐
1,088
35,661
100,000
7,152
63,753
130,596
96,105
38,884
153,498
2,024
9,849
24,664
119,272
156,482
7,008
125,480
31,163
46,439
98,457
‐
153,715
34,720
199,662
61,794
70,728
141,167
158,331
37,044
876,148
215,863
32
102,910
166,580
6,851
225,000
23,054
1,136,869
(150,000)
39,955
242,696
(688)
(35,000)
81,019
120,000
75,000
93,912
87,689
140,000
12,848
(23,753)
12,404
(26,105)
151,116
153,502
47,976
85,151
20,036
83,428
156,418
37,692
0.41%
59.84%
34.50%
48.19%
100.00%
53.88%
8.63%
29.94%
57.38%
35.70%
38.47%
58.33%
(23.48%)
48.46%
37.43%
99.73%
34.45%
54.63%
80.43%
50.00%
7.78%
51.31%
0.00%
0.11%
(61.80%)
0.00%
0.00%
63.99%
0.00%
0.00%
1.15%
28.91%
41.67%
35.76%
159.38%
91.33%
137.29%
20.47%
50.00%
4.05%
10.37%
55.18%
58.84%
50.01%
15.68%
See accountant’s compilation report 14

VISIT CALIFORNIA
SCHEDULE 4 – SCHEDULE OF MARKETING AND PROGRAM EXPENSES – BUDGET AND ACTUAL
(CONTINUED)
FOR THE EIGHT MONTHS ENDED FEBRUARY 29, 2012
Travel trade development 240,000
Int'l publications/fulfillment 50,000
Int'l web site maintenance 50,000
Online training maintenance 30,000
Travel trade online portal 100,000
Global research reports 145,000
Global project extension 2,200,000
International marketing development 35,000
International photography 40,000
POW WOW fams/promotions 90,434
POW WOW booth/banners/creative 200,000
POW WOW creative/deliverables 100,000
POW WOW sponsorship 300,000
Travel trade tools 50,000
Depreciation expense – marketing ‐
Depreciation expense – infrastructure ‐
Annual
Budget Actual Balance % Used
115,941
11,083
3,938
‐
68,065
93,962
632,333
2,666
27,545
3,825
66,602
8,603
300,000
1,083
11,371
19,654
124,059
38,917
46,062
30,000
31,935
51,038
1,567,667
32,334
12,455
86,609
133,398
91,397
‐
48,917
(11,371)
(19,654)
48.31%
22.17%
7.88%
0.00%
68.07%
64.80%
28.74%
7.62%
68.86%
4.23%
33.30%
8.60%
100.00%
2.17%
0.00%
0.00%
Total marketing and
program expenses $ 53,765,422 $ 31,845,873 $ 21,919,549
59.23%
See accountant’s compilation report 15

Travel & Expense Management Policy
For The Employees Of
Visit California
Visit California – Travel & Expense Management Policy Page 1 of 35

Table of Contents
Section Page #
1.0 TRAVEL POLICY PURPOSE AND ENFORCEMENT 3
2.0 TRAVEL AUTHORIZATION 4
3.0 ALTERNATIVES TO TRAVEL 4
4.0 CONSULTANTS AND CONTRACTORS 4
5.0 TRAVEL ARRANGEMENTS 4
6.0 RISK MANAGEMENT DURING TRAVEL 5
7.0 PAYMENT METHODS 6
8.0 EXPENSE REPORTING AND REIMBURSEMENT 7
9.0 AIR TRAVEL 8
10.0 LODGING 11
11.0 CAR RENTAL 12
12.0 RAIL TRAVEL 13
13.0 OTHER TRANSPORTATION 13
14.0 SPOUSE/COMPANION ACCOMPANIMENT DURING BUSINESS TRAVEL 14
15.0 PERSONAL/VACATION TRAVEL 14
16.0 MEALS & ENTERTAINMENT 15
17.0 TIPPING/GRATUITIES 16
18.0 TRAVEL-­‐RELATED TELECOM 17
19.0 TRAVEL INSURANCE 17
20.0 EXTENDED STAY/TEMPORARY ASSIGNMENT 18
21.0 OTHER REIMBURSABLE & NON-­‐REIMBURSABLE EXPENSES 18
22.0 TIERS BY CITY 19
Visit California – Travel & Expense Management Policy Page 2 of 35

1.0 Travel Policy Purpose and Enforcement
1.1 General
This document provides guidelines and establishes procedures for all Visit California employees incurring business travel and
entertainment expenses for the benefit of The Company. All employees are required to comply with these guidelines in order
to receive reimbursement for any expense claims related to travel and entertainment on The Company’s behalf. When
submitting expense reports to claim reimbursement, it is expected that employees will neither gain, nor lose, financially. This
Travel and Expense Management Policy applies to business trips of less than 20 calendar days duration; otherwise, refer to
the specific guidelines in Section 21.0 for Extended Stays/Temporary Assignments, which apply to trip of 20 calendar days or
more.
1.2 Purpose
The purpose of these guidelines is to:
Ensure all employees have a clear and consistent understanding of policies and procedures for business travel and
entertainment.
Provide guidance regarding what expense types are, and are not, allowed while traveling or entertaining for the
benefit of Visit California.
Provide business travelers with a reasonable level of service, comfort and security at the lowest possible cost.
Maximize The Company’s ability to negotiate discounted rates with preferred suppliers and reduce travel expenses,
including the utilization of:
o The Designated Travel Agency
o The Corporate Card Program
o The Preferred Airlines
o The Preferred Hotels
o The Preferred Car
Ensure that all authorized expenditures meet and comply with all requirements for the most favourable tax and
expense treatment for Visit California.
Ensure conformity of expenditures with Visit California Code of Business Conduct.
1.3 Responsibility
Each employee of Visit California has stewardship responsibility for managing travel expenses, but in particular:
All employees are responsible for reading, understanding and complying with this policy and any additional related
guidelines established by their specific region.
All approvers (Management) are responsible for reviewing all expense reports for accuracy and compliance to policy.
The Expense Reporting Department is responsible for reviewing expense reports for accuracy, required supporting
documentation and compliance to policy.
The Director of Finance and Human Resources is responsible for establishment, maintenance, revision and
publication of this policy and the administration of all processes and procedures needed to ensure compliance with
this policy.
1.4 Enforcement
The Company will reimburse employees for all reasonable and necessary expenses while traveling on authorized company
business that are in compliance with the guidelines of the Travel and Entertainment Expense Management Policy.
The Company assumes no obligation to reimburse employees for expenses that are not in compliance with this
policy.
Travelers and/or Expense Claim Approvers who do not comply with this policy may be subject to delay or
withholding of reimbursement and / or disciplinary action up to and including termination.
1.5 Exceptions to Policy
Exceptions, deviations or reimbursements for expenses that are not in compliance with this policy require the prior written
approval of the CEO or Director of Finance and Human Resources.
Traveler non-­‐compliance and lost savings will be recorded and related information will be provided to Visit California’s
Executive, including the CEO, Department Vice President, or Director of Finance and Human Resources, within the Data
Privacy regulations permitted under individual country rules.
Visit California – Travel & Expense Management Policy Page 3 of 35

1.6 Contact Information for Travel Policy Issues
Please contact the Director of Finance and Human Resources with any questions, concerns or suggestions regarding this
travel policy.
1.7 Policy Effective Date & Review
Effective date of this policy is April 1. 2012. This policy will be reviewed annually or as required, in order to ensure that the
terms are current, fair and representative of relevant corporate and industry conditions. The Company reserves the right to
change this policy at any time, without prior notice.
1.8 Employee Termination
When an employee is terminated, it is the manager’s and the Human Resources Department’s responsibility to ensure the
following is conducted prior to, or during, the exit interview:
Retrieve The Company Corporate Card from the employee, and destroy the card.
Ensure the employee has submitted all expense claims incurred prior to termination.
Ensure the Corporate Card account has been reconciled and all required documentation submitted in support of
any outstanding balance.
Obtain payment from the employee for any amount owing to The Company for non-­‐reimbursable expenses
charged to the Corporate Card, or signed authorization to deduct from final pay.
2.0 Travel Authorization
Employees must obtain authorization for all travel prior to booking any travel arrangements.
All requests for travel must be documented on the Travel Requisition Form.
For all other travel, the form must be signed by the employee’s immediate supervisor.
Approvals will not be audited; each business unit can establish their own control.
3.0 Alternatives to Travel
E-­‐Meetings, tele-­‐conferencing and video-­‐conferencing are effective alternatives to travel and represent an opportunity to
significantly reduce travel costs as well as Visit California’s, impact on the environment leading to climate change. Every
potential traveler should consider if the business objective can best be accomplished through the use of an e-­‐Meeting,
teleconference or videoconference.
4.0 Consultants and Contractors
If a non-­‐employee (contractor, consultant, employment applicant) is required to incur travel or entertainment expenses at
the request of, and for the benefit of, Visit California, the guidelines and requirements of the Travel and Entertainment
Expense Management Policy will apply to the non-­‐employee to the same extent as imposed on the employees of Visit
California, with the following exceptions:
Airline tickets are to be paid by the vendor and reimbursed by Visit California.
Reimbursement of travel-­‐related expenses will be based on an invoice submitted by the non-­‐employee to the
Visit California Accounts Payable Department at accountspayable@visitcalifornia.com rather than via the
reimbursement procedures outlined for employees in this policy (section 8.0); however, the invoiced amount
must be supported by the documentation requirements of section 8.5.
In no circumstance will personal travel expenses of either the contractor/consultant or a companion/spouse be
reimbursable by Visit California.
5.0 Travel Arrangements
5.1 Emergency/En-­‐Route Reservation Changes
All en-­‐route changes must be documented on expense report as to the reason why a change was necessary or required.
5.2 Passports and Travel Documents
Passport and other travel document costs (visas, other entry costs) are reimbursable if required for business travel purposes.
It is the traveler’s responsibility to ensure the required documents are current and on-­‐hand during travel.
Visit California – Travel & Expense Management Policy Page 4 of 35

5.3 Exceptions for Travelers with Special Needs
If the traveler requires accommodation beyond that permitted by the Travel and Expense Management Policy due to special
needs or circumstance, the special requirements must be approved by the CEO or Director of Finance prior to booking any
travel arrangements and recorded on the employee’s Traveler Profile for future reference.
6.0 Risk Management During Travel
6.1 International Travel Advisories
Safety and security are of primary importance when employees are traveling on Visit California business. Travel advisories
that restrict travel for safety or health purposes are issued regularly by local Government agencies.
6.2 Health Precautions/Immunizations
Employees should be aware if immunizations are required based on travel destination.
The employee based on their medical situation is also advised to contact their personal physician to determine if
an immunization or other medical intervention is recommended prior to travel.
Immunization costs are reimbursable if required for business travel.
6.3 General Travel Safety Tips
If a traveler encounters accommodation or a means of transportation that he/she feels poses a threat to personal safety, the
employee may contact Human Resources to request alternate arrangements. An explanation regarding the nature of the
threat will be required at the time of change so that the matter can be investigated and the preferred supplier listing
amended accordingly. While traveling:
The employee must ensure that company assets are safeguarded at all times, i.e. implement password
protection (BlackBerry’s).
Your laptop, wallet, cell phone and other high-­‐tech gadgets are all targets. Be on the lookout for distraction,
thefts, and do not leave your valuables unattended-­‐even at airport security checkpoints.
Carry emergency telephone numbers. An up-­‐to-­‐date list of emergency contacts should be kept with you (in
your wallet, purse, briefcase, etc.) at all times.
Leave the airport as soon as possible after deplaning. Disturbances are more likely to occur in public airport
lobbies.
Carry several days’ supply of any medications on your person even on day trips. The rest can be kept in your
luggage. Keep a note in your wallet listing your medications, their dosages, your physician’s name and phone
number and your blood type. If you are on a medication that requires an injection through a hypodermic
needle, such as insulin, you will be required to present documentation from a physician.
6.4 llness During Business Travel
If a traveler becomes ill or is injured while traveling on Company business, they must report the illness/injury to their
manager as soon as possible.
If an employee incurs medical expenses during a business trip:
The employee must advise Human Resources department in writing, immediately upon return, to determine
extent of expense reimbursement,
All requests for reimbursement of this nature must be approved in writing.
Medical bills incurred during domestic travel are not reimbursable.
If an employee dies while in travel status, The Company shall reimburse those necessary expenses to return the employee’s
remains to their home.
6.5 Emergency Travel Assistance
Contact information for emergency travel arrangement assistance can be found on the traveler’s itinerary and for payment
assistance refer to the back of the corporate card.
Visit California – Travel & Expense Management Policy Page 5 of 35

7.0 Payment Methods
7.1 Corporate Card and Traveler Benefits
Visit California employees are allowed to purchase travel using the Corporate Card under the terms of The Company’s
agreement with Corporate Card Company, travelers receive the following benefits:
$500,000 24-­‐hour Business Travel Accident Insurance
$500 Flight and Baggage Delay Insurance
No pre-­‐set spending limits
Emergency card replacement
Assured reservations and express check-­‐out
24-­‐hour customer service is available. A representative will assist you with:
Monthly statements and balances
Emergency services
Billing disputes
Location of nearest American Express office
Card member benefits and services
7.2 Corporate Charge Card Eligibility
The CEO, department Vice Presidents and Director of Finance and Human Resources are eligible to apply for a Corporate
Card. Employees are allowed to use Director of Finance Corporate Card for purchases with a purchase authorization form.
7.3 Corporate Charge Card Billing and Payment Responsibility
Employees are liable for all charges appearing on their monthly Corporate Card statement. The employee is also responsible
for submitting a proper receipt within 5 business days of trip completion or every 10 business days for trips over 14 days to
ensure timely reimbursement / payment of the Corporate Card. Visit California will pay American Express directly for all
approved business charges on the Corporate Card. Visit California will reimburse employees for approved expenses not
charged to the Corporate Card. Failure to reconcile and settle the account promptly may result in:
Notification sent to employee’s manager, and
Suspension or cancellation of charge privileges.
7.4 Late Penalties and Delinquency Charges
Late penalties and delinquency charges are NOT reimbursable.
7.5 Emergency Replacement Cards
For an emergency replacement Corporate Card please contact Director of Finance.
7.6 Cardholder Employee Termination
Refer to Section 1.8 of this policy.
7.7 Cash Withdrawal
Visit California will issue internal cash advances. One cash advance per employee is allowed outstanding at a time.
Advances must be submitted in writing and approved by their respective department Vice President.
Any misuse of the Corporate Express Cash Program, including using it to purchase personal items or to fund personal
expenses, could result in not being reimbursed for expenditures and disciplinary actions up to, and including,
termination.
7.8 Cash Advance Limits
Visit California will allow up to $2,500 per travel advance to employees. Employees are required to reconcile cash advance
within 30 days of issuance of advance. Employees may not be issued more than one cash advance at a time. Travelers other
than Visit California employees will not be issued advances.
7.9 Foreign Currency Services
Travelers will obtain the most favorable currency exchange rate if items are charged to the Corporate Card. All expenses
incurred in a currency other than a traveler’s home currency must be accompanied by exchange rate. If cash is required, use
an ATM to obtain the appropriate currency.
Visit California will not take back foreign monies. Any remaining foreign currencies should be exchanged at the airport prior
to returning home.
Visit California – Travel & Expense Management Policy Page 6 of 35

8.0 Expense Reporting and Reimbursement
8.1 Expense Reimbursements
Requests for Travel and Entertainment expense reimbursement must be submitted via the Travel and Expense Claim.
Expense reimbursements are required to be typed and receipts taped to an 8 ½” x 11” sheet of paper in order with the
expense claim. All expense claims are required to be signed by the respective department Vice President or CEO. If expense
claim includes foreign currency, the exchange rate will be calculated as follows:
Cash payments will be converted using the previous monthly average exchange rate from Wells Fargo or xe.com
obtained from our Accounts Payable department.
Credit card purchases – Employee is required to submit a copy of their credit card statement showing the exchange
rate.
Rate of exchange from exchange broker (i.e. – Currency exchange at airports). Must submit receipt showing
exchange rate.
8.2 Timing for Expense Report Completion and Submission
Employees who have incurred business related expenses must submit expense reports within 30 days of completion of the
business trip. Travelers who do not file the necessary expense report within the required time will be subject to disciplinary
action. Claims less than $25.00 should be submitted for petty cash reimbursement.
8.3 Approval/Authorization Process
Responsibility for controlling employee expenses rests with the employee and their manager. This includes:
Instruction and counselling prior to the expenditure of funds.
Review of reported expense to ensure that all expense claims are proper, reasonable and justifiable.
Once the traveler has completed the Expense Report:
Each Expense Report will be reviewed by the manager for reasonableness of business purpose and compliance with
the Travel and Entertainment Expense Management Policy.
8.4 Receipt Limits
Original itemized receipts are required for all expenditures of $25 or more.
8.5 Documentation Requirements
Travelers must provide the appropriate documentation as follows:
Original receipts for expenditures exceeding $25, in order to claim reimbursement.
All hotel folios (receipts) are required.
All Expense Reports must state the business purpose.
Evidence of any requisite pre-­‐approvals must be attached to the Expense Report.
The Company will not reimburse any expenses without proper documentation.
Electronic receipts are acceptable in lieu of original receipts for non-­‐employees only, provided that the detail on the
receipt includes the name of the payee, amount of the charge, transaction date and form of payment.
Tear tabs are NOT acceptable receipts.
When original receipts cannot be obtained or have been lost and all measures to obtain a duplicate receipt have
been exhausted, a written statement should be provided explaining why such receipts are not being submitted with
the Expense Report. These will be evaluated on a case-­‐by-­‐case basis and does not guarantee reimbursement above
the $25 limit.
The statement must include a certification that the amount shown is the amount actually paid and that the traveler
has not and will not seek reimbursement from any other source.
Any attempt to alter receipts will result in disciplinary action, up to, and including termination.
8.6 Categorization of Expenses
It is mandatory for tax reporting purposes and financial statement issuance that all expenses be categorized correctly. Visit
California requires that each expense item is reflected individually; expenses cannot be combined simply because all items
appear on a single invoice (a hotel invoice/folio, for instance). Expenses must be broken out into all applicable categories.
8.7 VAT Reclaim
Value Added Taxes may be “reclaimed” for certain business expenses incurred overseas, particularly in Europe. The Company
submits applications for VAT refunds annually. In addition to the standard receipts required for expense reports,
international travelers must save original receipts for the following business expenses: lodging, entertainment, gasoline,
Visit California – 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
for VAT reclaim purposes. Charge/credit cards receipts are not acceptable.
8.8 Converting Foreign Currencies
Expenses in foreign currencies are converted into local currency as follows:
Expenses incurred and paid directly by the traveler are converted at the actual exchange rate and can be reported
directly on the Expense Report.
Expenses paid by the traveler using cash or other form of payment will be converted using the previous monthly
average exchange rate from Wells Fargo or xe.com obtained from our Accounts Payable Department.
All expenses are required to be recorded in local currency, with the currency conversion rate clearly noted on the
Expense Report and on all supporting receipts.
If the amount claimed on the Expense Report is more or less than the amount of the attached receipts, a written
statement explaining the differences must accompany the Expense Report.
8.9 Reimbursement
Visit California will pay the Corporate Card account based upon the approved reimbursement expense claim. Any amount
owing to the employee that was not originally charged to the American Express Card will be reimbursed within 30 days of
approved reimbursement expense claim.
8.10 Expense Report Audits and Exception Reporting
Visit California Internal Audit will conduct basic processing audits to ensure compliance with financial authorities as well as
confirming that original receipts support all expenses. Random audits on completed Expense Reports by Internal Audit will
also be conducted on a regular basis concentrating on the type, reasonability and justification of expenses, with findings
reports and recommendations submitted to the CEO.
Post Audits may be conducted from time-­‐to-­‐time based on special requests from department or senior leadership focusing
on specific categories of expenses such as entertainment or miscellaneous expenses.
9.0 AIR TRAVEL
9.1 Advance Planning
Requests for air travel reservations are required at least 14 days prior to planned departure.
9.2 Air Travel Payment Procedures
Air travel costs that are charged to Visit California’s American Express Corporate Card must be approved prior to purchase via
a signed purchase authorization form.
All attempts will be made approve and process purchase authorizations in a timely manner. But, in the event that
there is a change in the price of your planned air travel between researching the fare and the approval of the
purchase authorization, the employee may still purchase the fare with no additional authorization if the fare is less
than 10% greater than the approved amount. If the change in price is greater than 10% the original purchase
authorization should be submitted for re-­‐approval with the adjusted travel cost.
9.3 Airline Class of Service
All airline tickets will be issued in Coach/Economy Class only, with the following exceptions:
For international trips, Visit California employees may request travel on an upgraded class of service when barter
airfare is available, provided that the barter rate is comparable to 40% or less than non barter business class rate.
These will be evaluated and approved by the department VP, CEO, or Director of finance on a case-­‐by-­‐case basis.
For International trips with single flight segments of 8 hours or more, or total trip of 16 hours or more, Visit
California staff and contractors may book the equivalent of Economy Plus.
In the event that a ticket must be purchased, staff will be permitted to purchase a business class ticket if essential to
conducting business (e.g., a Governor’s mission) or in an unexpected circumstance with the prior approval of the
CEO.
When traveling on non-­‐bartered tickets, travelers are permitted to use their own accrued frequent flyer mileage to
upgrade from coach to either business or first class since there is no financial impact on Visit California.
Refer to Section 2.0 for travel authorization procedure.
Visit California – Travel & Expense Management Policy Page 8 of 35

9.4 Upgrades for Air Travel
Upgrades at the expense of The Company are NOT permitted. Upgrades are allowed at the traveler’s personal expense, but
CANNOT be charged to the American Express Corporate Card. Employees are not permitted to book air travel at a higher fare
in order to use Frequent Flyer program privileges when a lower non-­‐restrictive fare exists on the same flight.
9.5 Lowest Airfare Definition
Travelers are required to book the lowest logical airfare that is determined using the following search criteria:
Routing requires no more than one additional interim stop each way.
When booking travel for a co-­‐worker or manager, the time window for the departure/arrival must be no more than
[2] hours before and [2] hours after the requested time. One stop & single connection flights are treated the same
as non-­‐stops for itinerary purposes, fare calculations, and lowest fare identification.
Travelers may elect to fly a non-­‐stop flight (over a lower-­‐priced, connecting flight) provided that the additional cost
is less than $200 per direction of travel.
The connecting flight would have added more than a 2-­‐hour extension of travel time each way.
In determining the lowest logical airfare, the low fare alternatives considered will include, but not be limited to, the
following:
Preferred carrier
Alternate airports
Specially negotiated fares
Saturday night stay-­‐over
Non-­‐refundable fares
Advance purchase fares
Penalty fares
Group / meeting / training zone fares
Connecting and one-­‐stop flights Lower cost non-­‐preferred carriers
9.6 E-­‐Tickets & Ticket Delivery
To take advantage of the cost benefits and convenience:
Travelers are required to use electronic tickets (E-­‐Tickets).
The traveler will be e-­‐mailed/faxed the confirmation number and itinerary as per the Traveler Profile once travel
arrangements are complete.
At the airport, the E-­‐ticket confirmation number will be required to receive a boarding pass.
If the confirmation number is misplaced or forgotten by the traveler, proper photo identification and/or the
Corporate Card used to purchase the air travel must be presented to receive the boarding pass.
E-­‐Ticket receipts must be maintained and attached to the expense report submitted for reimbursement.
In the rare instances where paper tickets are required because an E-­‐ticket is not available, delivery of the tickets will be
arranged at the time of reservation.
9.7 Airline Frequent Flyer Programs
Travelers may retain frequent flyer program benefits for personal use.
Participation in a Frequent Flyer Program must not influence flight selection that would result in incremental cost to
The Company beyond the lowest available airfare, as required by this policy.
The traveler is responsible for the record keeping, redemption and income tax implications of program rewards; Visit
California will not intervene to resolve any frequent flyer program concerns, issues, etc.
Any membership costs associated with a Frequent Flyer program are not reimbursable by Visit California.
9.8 Airline Club Memberships
Airline club membership costs are not reimbursable.
9.8 Travel on Private and Charter Aircraft
Business travel by Visit California employees is restricted to corporate and commercial aircraft. Use of charter aircraft while
on company business is prohibited unless approved by the CEO prior to booking. The use of private aircraft for business
purposes is not allowed unless approved by the CEO prior to booking. CEO may be reimbursed for fuel and pilot time on
private or charter aircraft for business related trips.
Visit California – Travel & Expense Management Policy Page 9 of 35

9.10 Denied Boarding Compensation
Airlines occasionally offer free tickets or cash allowances to compensate travelers for delays and inconvenience due to
overbooking, flight cancellation, changes of equipment, etc. Travelers may volunteer for denied boarding compensation only
if:
the delay in their trip will not cause an increase in the cost of the trip, and
the delay in their trip will not result in any interruption or loss of business.
9.11 Overnight Delays
Should an airline delay or cancellation necessitate an unscheduled overnight stay:
The traveler must first attempt to secure complimentary lodging from the airline.
If unsuccessful, the traveler must inform Human Resources of the situation.
If required to book hotel, rates within the section 10.4 apply.
9.12 Weekend/Saturday Night Stay-­‐Over
Weekend hotel stays and expenses for Visit California traveler are reimbursable if:
The airfare savings accrued to The Company due to the Saturday night stay-­‐over (including the cost of additional
hotel and meal expenses) are at least $100 less in comparison to the alternate itinerary.
The traveler’s manager must approve this prior to travel and documentation of savings must be submitted with the
Expense Report.
Acceptable documentation must reflect the savings as verified by the travel counsellor.
The traveler must remain at the same business city to qualify for this reimbursement.
9.13 Cancellations
Travelers are responsible for cancelling air reservations by using the same method as their booking procedure (i.e. online
booking tool or contacting American Express Business).
9.14 Unused Airline Tickets
Unused airline tickets or flight coupons must never be discarded or destroyed as these documents may have a cash value. To
expedite refunds:
Unused or partially used airline tickets must be returned immediately to the Designated Travel Agency.
Unused tickets must NOT be returned to the airline directly.
Travelers must NOT submit unused tickets with the expense reimbursement report.
For unused e-­‐tickets and non-­‐refundable or penalty fares, contact the Designated Travel Agency.
9.15 Lost or Excess Baggage
The ultimate responsibility for retrieving and compensating for lost baggage lies with the airlines. The Company will
reimburse employees up to $75 per day for personal items lost while traveling on business. In the event of lost luggage,
employees are required to immediately inform Human Resources. If the airline reimburses the traveler for lost luggage, The
Company will not reimburse the allotted $75 per day. Employees will be reimbursed for excess baggage charges only in the
following circumstances:
When traveling with heavy or bulky materials or equipment necessary for business.
The excess baggage consists of company records or property.
When traveling for more than 14 days.
9.16 Airport Parking
Reimbursement for short-­‐term (hourly) parking at airports is not permitted due to excessive cost. Travelers need to use
daily, long-­‐term or offsite parking and provide receipts for reimbursement. In all cases, the availability of airport shuttle
service needs to be considered and used whenever possible. The cost of taxi or airport limousine service should be compared
to the cost of parking and the lower cost alternative chosen.
9.17 Overnight Hotels prior to flight
Travelers are authorized to stay at hotel near airport the evening prior (subject to rates in section 10.4) if flight leaves at 6:00
A.M. or earlier, or if the cost parking of airport parking and mileage reimbursement is more than the cost of hotel fly/park
package.
Visit California – Travel & Expense Management Policy Page 10 of 35

10.0 Lodging
10.1 Preferred Hotel Program
Visit California does not have a designated Preferred Hotel program at this time.
10.2 Making Hotel Reservations
All hotel reservations must be made directly with the hotel or through the internet, in an effort to secure the best rate.
10.3 Hotel Payment Procedures
Hotel costs must be paid upon departure. Travelers require a zero-­‐balance receipt/folio statement upon checkout and must
submit this documentation with the Expense Report.
10.4 Hotel Selection and Spending Guidelines
Travelers are not to exceed Visit California’s tiered rates as defined below:
Maximum Nightly Rate – excluding taxes Tier 1 Tier 2 Tier 3 Tier 4
Domestic $199 $249 $349 $399
International $249 $299 $399 $449
Prior approval must be obtained from the CEO, Vice Presidents, or Director of Finance and Human Resources for
rates in excess of these amounts.
Lodging may only be claimed when employees are traveling over fifty (50) miles from Visit California headquarter
office.
Travelers will be reimbursed for actual hotel room costs as charged on the hotel invoice/folio.
Travelers are required to verify the hotel room rate at check-­‐in to avoid being overcharged. Travelers are
encouraged to ask about the availability of special promotional rates at time of check-­‐in; these rates are market-­‐
driven and can be lower than Visit California’s negotiated rate.
It is the traveler’s responsibility to review and dispute any discrepancies he might encounter on his hotel bill.
Travelers staying a week or longer should inquire about weekly/long-­‐term discounts.
10.5 Hotel Upgrades
Travelers are required to reserve standard rooms only. Travelers may accept room upgrades to suites or executive floor
rooms ONLY if the upgrade is at no additional cost to The Company.
10.6 Assured Reservations and Room Guarantee
If the hotel has overbooked and a room is not available even though the room was guaranteed, it is the hotel’s responsibility
to provide alternate accommodations at no incremental cost.
10.7 Hotel Cancellation Procedures
Travelers are responsible for cancelling hotel rooms and must either:
Use the online booking tool to cancel their reservations
Contact the Designated Travel Agency
Travelers must request and record the cancellation number in case of billing disputes. Note: Cancellation deadlines are based
on the local time of the property and may vary by property.
Travelers will not be reimbursed for “no-­‐show” or cancellation charges unless there is sufficient evidence that the billing is in
error, i.e., a cancellation number was obtained.
10.8 Early Check-­‐Out Procedures
If the traveler is required to check out earlier than stated on the reservation due to business requirements, any fee charged
by the hotel for early check-­‐out is reimbursable. The traveler should consult with the hotel reservations desk to determine if
a check-­‐out fee is applicable.
10.9 Hotel Health and Fitness Center Charges
Hotel and fitness center charges will not be reimbursed.
10.10 Lodging in a Private Residence in Lieu of Hotel
Travelers staying in a private residence with family or friends while traveling on business is allowed, however no
reimbursement is allowed.
Visit California – Travel & Expense Management Policy Page 11 of 35

10.11 Hotel Frequent Guest Programs
Many hotels have frequent guest programs that reward travelers with free accommodations in exchange for a given number
of paid room nights at the hotel. Travelers may retain awards from such programs for personal use. Participation in these
programs must not influence hotel selection, which would result in incremental cost beyond The Company’s specially
negotiated rate. Any membership fees associated with joining these programs are not reimbursable. At no time will Visit
California intervene in the reconciliation of hotel frequent guest program eligibility or coverage issues.
11.0 Car Rental
11.1 Preferred Rental Car Suppliers
Visit California does not have a preferred rental car supplier at this time.
11.2 Making Car Rental Reservations
Employees are permitted to make reservations directly with the supplier.
The use of a rental vehicle is justified only when it is more economical than the local ground transportation
alternative, taking safety and travel time into consideration. Personal convenience is NOT acceptable justification.
Private sedan service with driver is not permitted unless approved in advance by the CEO or Director of Finance.
Travelers must consider vehicle rental TO their destination when:
o Driving is more cost-­‐effective than airline or rail travel
o Required to transport large or bulky materials
Travelers may rent a vehicle AT their destination when:
o It is less expensive than other transportation modes such as taxis, airport limousines and airport shuttles
o Entertaining customers
o More than two (2) employees are traveling together
11.3 Rental Car Payment Procedures
All travelers must pay for the invoiced cost of the rental. The car rental agreement and proof of payment must accompany
the expense report.
The Corporate Card provides some insurance coverage. Refer to Section 11.7 for detailed insurance coverage
for rental vehicles.
When picking up a rental car, travelers should check with the rental car customer service representative for any
promotional rates, last-­‐minute specials or free upgrades. Traveler should also inspect the car and note any
existing damage on the contract before the vehicle is accepted.
It is the traveler’s responsibility to review and dispute any discrepancies encountered on the car rental invoice.
11.4 Rental Car Size Guidelines
Intermediate size (or smaller) cars will be reimbursed for employees traveling alone or in a group of up to three (3)
employees, unless extenuating circumstances (e.g., medical, physical, etc.) dictate otherwise. A full size vehicle is permitted if
the traveler is required to transport bulky equipment or more than three (3) employees travel together in a single vehicle.
Approval prior to booking is required for any vehicle larger than Intermediate size by the CEO or Director of Finance.
11.5 Rental Car Upgrades
Travelers may accept car rental upgrades only if there is no additional cost to The Company.
11.6 Rental Car Accessories
Costs associated with car accessories such as car seats, satellite radio, etc. are not reimbursable. GPS systems will be
reimbursed.
11.7 Car Rental Insurance
The traveler should accept all optional insurance premiums, including Collision Damage Waiver/Loss Damage Waiver.
Travelers will not be liable for damage of rental car/personal injury when on business-­‐related travel.
Travelers should not use personal car insurance as their business-­‐related car rental insurance.
11.8 Rental Car Cancellation Procedures
Travelers are responsible for cancelling rental car reservations by using the same method as their booking procedure (i.e.
online, contacting American Express Business Travel Services or the rental car agency directly). If the car rental agency is
contacted directly, the traveler must request and record the cancellation number in case of billing disputes.
Visit California – Travel & Expense Management Policy Page 12 of 35

11.9 Returning Rental Cars and One Way Rentals
All rental cars must be returned to the city of origin unless a one-­‐way rental has been approved prior to travel by the CEO or
Director of Finance. The vehicle must be returned in the condition received and at the specified time to avoid charges for
damages or additional hours.
11.10 Refuelling Rental Car Prior to Return
The rental vehicle must be returned with a full tank of gas to avoid refuelling fees by the car rental company.
Fuel charges are reimbursable.
The fill-­‐up option must not be purchased.
11.11 Rental Car Accidents
Should an accident occur while driving a rental car, travelers must immediately contact:
Local authorities, as required
Visit California’s Director of Finance and Human Resources
The rental car company.
The traveler is required to obtain and keep a copy of the accident report. The insurance company and car rental agency
requires a written accident report and police report; in addition, the insurance company requires the final rental invoice,
which includes the costs related to the accident. It is the traveler’s responsibility to obtain these reports.
11.12 Parking and Toll Charges
Necessary parking and toll charges are reimbursable.
11.13 Traffic and Parking Violations
Traffic and parking violations while operating a rental vehicle or a personal vehicle for business purposes are not
reimbursable.
12.0 Rail Travel
12.1 Making Rail Travel Reservations
Rail may be used when:
It is less expensive than air travel and adds no more than one and a half hours to the total travel time.
Total elapsed travel is less than if driving.
All rail travel reservations must be made through the Online Booking Tool. Travelers are responsible for cancelling rail
reservations by using the same method as their booking procedure (i.e. online, contacting American Express Business Travel
Services or contacting the rail company directly). If the Rail Company is contacted directly, the traveler must request and
record the cancellation number in case of billing disputes.
12.2 Rail Travel Payment Procedures
All travelers must use their pay to make all rail reservations and to pay for the tickets. Unused tickets must be returned
immediately to rail company for refund.
12.3 Class of Service – Rail Travel
Rail travel must be booked in Coach/Economy class.
13.0 Other Transportation
13.1 Personal Car Usage Guidelines
Employees may use their personal car for business purposes under the following conditions:
If it is less expensive than renting a car, taking a taxi or alternate transportation
If it is more timely than taking public transportation
When transporting company goods for delivery
Frequent use of personal vehicles for business is discouraged. It is the personal responsibility of the owner of a vehicle being
used for business to carry adequate insurance coverage for their protection and for the protection of any passengers.
13.2 Reimbursement for Personal Car Usage
Travelers will be reimbursed for business usage of personal cars at the Business Mileage Rate set by the IRS. Personal mileage
reimbursement is intended to cover all costs related to operation of the vehicle including service, maintenance (gas, oil),
insurance and depreciation. Mileage reimbursement excludes normal round trip to and from work, unless otherwise
Visit California – Travel & Expense Management Policy Page 13 of 35

approved in writing. If an employee chooses the option to drive instead of fly the reimbursement of mileage will not exceed
the cost of an airline ticket, at time of reservation request. If driving v. flying is chosen, traveler must include a list of flights
for dates of travel or no reimbursement will be given. Under no circumstances will Visit California reimburse an employee for
insurance premiums for a personal vehicle used for business purposes nor any damage resulting from an accident while using
the vehicle for business purposes.
To be reimbursed for use of a personal car for business, travelers must provide on the expense report:
Purpose of the trip
Date and location
Receipts for tolls and parking
Mileage log, or online map with mileage (ie. Google maps, MapQuest, etc)
13.3 Other Ground Transportation
The most economical mode of transportation must be used to and from airports, bus and rail terminals when the employee is
not accompanying a customer.
All charges must be supported by receipts.
Employees traveling to the same location should share ground transportation to and from the airport whenever
possible.
The use of taxis is encouraged for local travel, where no other more economical means of transportation is
available (i.e. airport shuttle/private car) or for short-­‐term trips at foreign locations where ground
transportation is anticipated to be only required for the trip to and from the airport and hotel.
Travelers will be reimbursed for personal car mileage to and from the airport less their normal home-­‐to-­‐office-­‐
commute if the use of a personal vehicle is the most economical.
Reimbursement for short-­‐term parking at airports is not permitted due to excessive cost; travelers must use
general, long term or offsite parking and provide receipts for reimbursement.
Private limousines or car services should be used only when valid business reasons preclude the use of more
economical modes of transportation. Approval by CEO or Director of Finance. prior to booking is required.
Employees may use ferries, car ferries or the Channel Tunnel where the total cost is less than air or rail fare to
the same location and there is no loss of working hours.
14.0 Spouse/Companion Accompaniment During Business Travel
Visit California will not reimburse travel and entertainment expenses incurred by a spouse or other individual accompanying
an employee on business unless:
There is a bona fide business purpose and material and direct benefit to The Company for taking the spouse or
other individual.
The spouse/companion is a Company employee and is required to be in attendance.
Visit California invites the spouse/companion to attend.
The companion/spouse:
Requests for reimbursement must be made on a separate expense form but accompany the expense form of
the employee.
Is subject to the same travel policy guidelines as the employee.
May accompany an employee on a business trip at the employee’s expense; however Visit California will not be
responsible for making the travel reservations for those individuals accompanying the employee. An outside
agency should be considered and all related charges are the personal responsibility of the traveler.
The employee will be advised of any tax implications associated with company-­‐paid spousal travel and the necessary tax
treatment will be completed by the Payroll Department.
15.0 Personal/Vacation Travel
15.1 Combining Personal with Business Travel – General Guideline
Personal/vacation travel may be combined with business travel:
Provided there is no additional cost to The Company.
Visit California will NOT pay for vacation expenses such as sightseeing, bus tours, souvenirs and personal expenses, such as
movies, health club fees and meals.
Visit California – Travel & Expense Management Policy Page 14 of 35

15.2 Use of Company Negotiated Rates for Personal Travel
Negotiated air discounts can be used for personal travel, but the employee is responsible for paying for all fee’s
associated with the personal travel.
Negotiated hotel and rental car rates may be used for personal travel, but the employee is responsible for
paying for all fee’s associated with the personal travel.
16.0 Meals & Entertainment
16.1 Personal Meal Expenses
Personal meals are defined as meal expenses incurred by the individual traveler when on an out-­‐of-­‐town business trip.
Travelers will NOT be reimbursed for personal meals when in their home city unless attending conference or
training or other business related activity.
Personal meal expenses will be reimbursed according to actual cost of meal.
Meal expenses may be claimed within fifty (50) miles of the Visit California Office if:
o Such expenses are a direct business benefit to Visit California, which can be clearly demonstrated and
must be pre-­‐approved by a Vice President, CEO, or Director of Finance with written documentation;
and, all other criteria for claiming the meal are met.
o The IRS recognizes that circumstances may require that meal limits may be exceeded, depending on
the guests and location of the meal (both in domestic urban areas and international venues). As a
result, Visit California policy is to request itemized justification for meals in excess of $25.00 per
person.
o For entertainment expenses, amounts in excess of $100 per person will also require justification and
prior approval of the CEO.
16.2 Spending Guidelines and Limits
Travelers will be reimbursed for actual documented meal expenses (i.e. with proper and original receipts). These guidelines
include taxes, delivery charges, and gratuities. Itemized receipts are required for any charge over $25.00:
Tier 1 Tier 2 Tier 3 Tier 4
Daily Meal Allowance $100 $125 $200 $250
Daily Incidentals $20 $25 $30 $35
16.3 Employees Dining Together
When more than one employee is present at a business meal, the most senior level individual is required to pay and expense
the bill.
16.4 Business Meal Expenses
Business Meals are defined as meals taken with customers or suppliers during which a specific business discussion or meeting
takes place. Employees will be reimbursed for business meal expenses according to actual and reasonable costs. Business
meal expenses will be reimbursed only when the employee can demonstrate a clear business purpose. Must be approved by
a VP, CEO or Director of Finance.
The expense report must provide:
The specific business purpose of the meal.
The name(s) and title(s) of all attendees.
Name and location where meal/event took place.
The Company affiliation.
Exact amount and date of the expense.
Itemized receipt of all charges.
16.5 Business Meals Taken With Other Employees
Employees may be reimbursed for business-­‐related meals taken with other employees ONLY if one of the following
circumstances applies:
When a customer or supplier is present.
When, for confidentiality reasons, business need to be conducted off company premises.
When authorized by the employee’s supervisor or manager for testimonial reward, recognition or other
appropriate business purpose.
Visit California – Travel & Expense Management Policy Page 15 of 35

16.6 Entertaining Customers
Entertainment includes events such as country clubs, theatres and sporting events, whereby a business discussion takes place
during, immediately before or immediately after the event.
Entertainment expense is strictly limited to those employees authorized (Director or above) to entertain customers,
suppliers, or guests as part of normal business relationships. Travelers will be reimbursed for entertaining customers or
suppliers:
If the person entertained has a potential or actual business relationship with The Company, or
If the expenditure directly precedes, includes or follows a business discussion that would benefit The Company.
The following documentation is required for expense reporting:
The specific business purpose of the meal
The name(s) and title(s) of all attendees
Name and location where meal/event took place
The Company Affiliation
Exact amount and date of the expense
Itemized receipt
16.7 Meal Reimbursement for Working Late/During Holiday or Weekend
Meals taken by an employee who is required to work in the office (away from home) for more than 10 hours per day or
during a holiday or weekend may be reimbursed up to a maximum of $15 per meal. An original receipt with nature of work
performed documented on the receipt must accompany the expense report.
16.8 Alcohol Consumption
The consumption of alcohol during a personal meal, business meal or business entertainment is reimbursable within the
guidelines set forth Section 16.2. Company employees are to fully consider the appropriateness of alcohol during company
events and The Company's liability when serving and/or consuming alcohol. Purchasing of alcohol for customers, suppliers,
guests is strictly limited to those employees authorized (Director or above) to entertain customers, suppliers, or guests as
part of normal business relationships.
16.9 Documentation and Government Tax Reporting Requirements
Visit California employees must submit an original itemized receipt with the expense report for any individual meal, business
meal or entertainment expense regardless of amount. Contractors or vendors are allowed to submit photocopies of the
itemized receipt, but are encouraged to submit the original if applicable. In addition, for business meal and entertainment
expenses, the following documentation is required for taxation purposes, and must be recorded on the expense report:
Names of individuals present, their titles and company name
Name and location of where the meal or event took place
Exact amount and date of the expense
Specific business topic discussed
17.0 Tipping/Gratuities
Gratuities for services such as those listed below will be reimbursed, based on the destination and quality of service
rendered:
Airport Skycap Porter $1-­‐2 per bag
Bell Service/Porter $1-­‐2 per bag
Valet Parking $1-­‐$2 (if baggage, $1-­‐2 per bag)
Lobby Attendant (None for opening doors or calling a taxi from the stand; $1 for help with luggage or obtaining
a taxi from the street)
Housekeeping $1-­‐$2 per day
Taxi drivers 15% of the total fare
Wait Staff 15% of the total bill (excluding taxes)
Any tips considered excessive will not be reimbursed.
Visit California – Travel & Expense Management Policy Page 16 of 35

18.0 Travel-­‐Related Telecom
18.1 Business Phone Calls
Employees traveling are encouraged to obtain a company issued cell phone for phone usage. Travelers will be reimbursed
when using their personal telephone calling cards or home phone for business phone calls:
Which are reasonable and necessary.
With an original copy of the bill attached to the expense report form.
18.2 Personal Phone Calls While Traveling
Travelers will be reimbursed for personal telephone calls while traveling on business, not to exceed 60 minutes per day.
Employees may use company issued cell phones for personal calls, but are limited to 60 minutes per day when traveling
internationally.
18.3 Air/Rail-­‐Phone Usage
Except in an emergency, or when a critical business issue is involved and no alternative exists, travelers are prohibited from
using air phones, rail phones or phones in car services.
18.4 Hotel Telephone Usage
To avoid substantial charges added by hotels to telephone bills, travelers must:
Use a calling card, public phone, mobile phone, or call collect whenever possible.
Use a toll-­‐free number for business calls whenever possible.
Have the home office place the call or call collect when traveling outside your country.
Phone from local Company offices whenever possible.
18.5 Mobile Phone and PDA Reimbursement
Travelers will not be reimbursed for Mobile Phone or PDA costs. Travelers are encouraged to use company issued loaner
device if one has not been assigned to them.
18.6 Hotel/Airport Internet Access
Visit California employees will be reimbursed the actual cost of internet (Wired or WiFi) at:
The hotel where employee’s are staying.
Airports.
Traveler is encouraged to utilize free WiFi whenever possible.
19.0 Travel Insurance
19.1 Insurance Coverage During Travel
Employees, traveling on authorized company business, are covered by the same programs as if they were working within Visit
California’s premises.
19.2 Travel Insurance Coverage
Under the terms of The Company’s agreement with Corporate Card provider, all travelers using the Corporate Card
automatically receive accidental death and dismemberment insurance of up to $500,000, in effect during travel on common
carriers, when tickets are charged to an eligible Corporate Card.
19.3 Additional Travel Insurance Purchased by Travelers
Visit California will NOT reimburse expenses for additional travel insurance coverage purchased by employees.
19.4 Loss/Theft of Valuables While Traveling
If a loss of Visit California property occurs, the incident must be reported to the Director of Finance and Human
Resources immediately.
If the loss is the result of theft a written report should be made to local law enforcement authorities and a copy
of the report submitted to Visit California.
For the loss or theft of personal property, employees must file a claim with their personal property insurance
company/agent to determine policy coverage. The Company will NOT reimburse expenses for the loss or theft
of personal items or valuables while traveling.
Visit California – Travel & Expense Management Policy Page 17 of 35

20.0 Extended Stay/Temporary Assignment
An extended stay or temporary assignment is defined as 20 calendar days or more away from the employee’s regular place of
business, at the request of Visit California for purposes of carrying out Company-­‐related activities. This type of assignment is
subject to an individual contract and must contact the Director of Finance and Human Resources for more detailed
information.
21.0 Other Reimbursable & Non-­‐Reimbursable Expenses
22.1 Other Allowable Travel-­‐Related Expenses
The following incidental expenses, when directly related to business travel, may be reimbursable provided they are
appropriate in the country incurred, and are identified separately and supported by original receipts:
Laundry, dry-­‐cleaning and valet services for
trips in excess of 4 nights.
Parking & tolls
Gasoline for rental vehicles
Business phone calls
Ground transportation
Currency conversion costs
Personal car mileage
Seminar fees
Taxies
Visa and passport fees
Immunization costs
Emergency dependant care, if notification of
need to travel is less than 48 hours, not to
exceed $100 per day or $500/trip.
22.2 Non-­‐Reimbursable Expenses
The Corporate Card can only be used to fund allowable Travel and Entertainment expenses. Under no circumstances can the
Corporate Card be used to pay for non-­‐reimbursable expenses. The following is a list of expenses, although not all-­‐inclusive,
that are NOT reimbursable:
Airline membership
fees/dues
Air, rail, car rental phone
usage
Annual dues on a
personal credit card
Barber/hairstylist
expenses
Car washes
Club memberships or fees
Corporate card
delinquency fees
Credit card rewards plans
membership fees or
personal credit card fees
Dependant care, unless
less than 48 hours notice
of the need to travel was
provided
Donations to charity
Expenses related to
vacation or personal days
while on a business trip
for employee or travel
companion
Hotel room movies
Hotel no-­‐
show/Cancellation
Charges
Hotel safe rentals
Interest charges for credit
cards
Kennel fees/Doggie day
care
Lost cash
Lost personal items and
valuables
Lost tickets
Loyalty or rewards
programs membership
fees
Luggage, briefcases
movies
Personal articles
(toiletries, magazines)
Personal entertainment
Purchase of formal attire
Routine car maintenance
Shoe shine, shoe repair
Snacks or other meals
beyond breakfast, lunch
or dinner
Snow removal, lawn care
Social activities that
involve other employees
(celebrations or wedding
or other personal events,
birthdays, farewell
parties, etc.)
Souvenirs, personal gifts
Spa services
Supplementary personal
life insurance or other
insurance premiums
Traffic & parking fines
Visit California – Travel & Expense Management Policy Page 18 of 35

State City
AL Birmingham
AL Gulf Shores
AL Huntsville
AL Mobile
AL Montgomery / Prattville
AR Hot Springs
AR Little Rock
AZ Grand Canyon / Flagstaff
AZ Kayenta
AZ Phoenix / Scottsdale
AZ Sedona
AZ Sierra Vista
AZ Tucson
AZ Yuma
CA Antioch / Brentwood / Concord
CA Barstow / Ontario / Victorville
CA Benicia / Dixon / Fairfield
CA Death Valley
CA Eureka / Arcata / McKinleyville
CA Fresno
CA Los Angeles
CA Mammoth Lakes
CA Mill Valley / San Rafael / Novato
CA Modesto
CA Monterey
CA Napa
CA Oakhurst
CA Oakland
CA Palm Springs
CA Point Arena / Gualala
CA Redding
CA Sacramento
22.0 Tiers by City
Tier 1
Domestic International
Country City
ARGENTINA Bariloche
ARGENTINA Cordoba
ARGENTINA Salta
ARMENIA Yerevan
AUSTRALIA Cairns
AUSTRALIA Darwin, Northern Territory
AUSTRIA Innsbruck
AUSTRIA Linz
AUSTRIA Vienna
BAHAMAS Andros Island
BAHAMAS Eleuthera Island
BAHAMAS Grand Bahama Island
BARBADOS Barbados
BELGIUM Brugge
BELGIUM Gosselies
BELGIUM Kleine Brogel
BELGIUM Liege
BELGIUM Mons
BELGIUM SHAPE/Chievres
BELIZE Belize City
BELIZE Belmopan
BELIZE San Pedro
BRAZIL Angra dos Reis
BRAZIL Belem
BRAZIL Belo Horizonte
BRAZIL Brasilia
BRAZIL Campinas
BRAZIL Campo Grande
BRAZIL Fortaleza
BRAZIL Foz do Iguacu
BRAZIL Goiania
BRAZIL Joao Pessoa
Visit California – Travel & Expense Management Policy Page 19 of 35

CA San Diego
CA San Luis Obispo
CA San Mateo / Foster City / Belmont
CA Santa Barbara
CA Santa Cruz
CA Santa Rosa
CA South Lake Tahoe
CA Sunnyvale / Palo Alto / San Jose
CA Tahoe City
CA Truckee
CA Visalia / Lemoore
CA West Sacramento
CA Yosemite National Park
CO Aspen
CO Boulder / Broomfield
CO Colorado Springs
CO Cortez
CO Crested Butte / Gunnison
CO Denver / Aurora
CO Douglas County
CO Durango
CO Fort Collins / Loveland
CO Glenwood Springs / Grand Junction
CO Montrose
CO Silverthorne / Breckenridge
CO Steamboat Springs
CO Telluride
CO Vail
CT Bridgeport / Danbury
CT Cromwell / Old Saybrook
CT Hartford
CT Lakeville / Salisbury
CT New Haven
CT New London / Groton
DE Dover
DE Lewes
DE Wilmington
FL Altamonte Springs
FL Boca Raton / Delray Beach / Jupiter
FL Bradenton
BRAZIL Manaus
BRAZIL Natal
BRAZIL Porto Alegre
BRAZIL Recife, Pernambuco
BRAZIL Salvador da Bahia
BRAZIL Sao Jose dos Campos
BRAZIL Teresina
CANADA Fredericton
CANADA Gander, Newfoundland
CANADA London, Ontario
CANADA Mississauga
CANADA Moncton
CANADA Northwest Territories
CANADA Prince Edward Island
CANADA Regina, Saskatchewan
CANADA Richmond
CANADA Saskatoon, Saskatchewan
CANADA Sidney
CANADA St. John's, Newfoundland
CANADA Vancouver
CANADA Victoria
CANADA Winnipeg
CAYMAN ISLANDS Cayman Islands
CHILE Santiago
CHINA Changchun
CHINA Chengdu
CHINA Chongqing
CHINA Dalian
CHINA Fuzhou
CHINA Guangzhou
CHINA Guilin
CHINA Hangzhou
CHINA Harbin
CHINA Jinan
CHINA Kunming
CHINA Lhasa
CHINA Lijiang
CHINA Nanjing
CHINA Ningbo
CHINA Qingdao
Visit California – Travel & Expense Management Policy Page 20 of 35

FL Cocoa Beach
FL Daytona Beach
FL Fort Lauderdale
FL Fort Myers
FL Fort Walton Beach / De Funiak Springs
FL Gainesville
FL Gulf Breeze
FL Jacksonville / Jacksonville Beach / Mayport Naval Station
FL Key West
FL Kissimmee
FL Lakeland
FL Miami
FL Naples
FL Ocala
FL Orlando
FL Panama City
FL Pensacola
FL Punta Gorda
FL Sarasota
FL Sebring
FL St. Augustine
FL Stuart
FL Tallahassee
FL Tampa / St. Petersburg
FL Vero Beach
GA Athens
GA Atlanta
GA Augusta
GA Columbus
GA Jekyll Island / Brunswick
GA Savannah
IA Cedar Rapids
IA Dallas County
IA Des Moines
ID Bonner's Ferry / Sandpoint
ID Coeur d'Alene
ID Driggs / Idaho Falls
ID Sun Valley / Ketchum
IL Bolingbrook / Romeoville / Lemont
IL Chicago
CHINA Sanya
CHINA Shantou
CHINA Shenyang
CHINA Suzhou
CHINA Tianjin
CHINA Urumqi
CHINA Wuhan
CHINA Xiamen
CROATIA Split
CROATIA Split
CROATIA Zagreb
CZECH REPUBLIC Brno
FRANCE Aix-­‐en-­‐Provence
FRANCE Clermont-­‐Ferrand
FRANCE Istres
FRANCE Le Havre
FRANCE Lille
FRANCE Montpellier
FRANCE Rennes
GERMANY Aachen
GERMANY Chemnitz
GERMANY Garmisch-­‐Partenkirchen
GERMANY Leipzig
GERMANY Oberammergau
GERMANY Weimar
GREECE Athens
GREECE Iraklion (Crete)
INDIA Agra
INDIA Trivandrum
IRELAND Cork
ITALY Bari
ITALY Bolzano
ITALY Gaeta
ITALY Gaeta
ITALY La Spezia
ITALY Pisa
ITALY Pordenone-­‐Aviano
ITALY Ravenna
ITALY Vicenza
JAPAN Akita
Visit California – Travel & Expense Management Policy Page 21 of 35

IL O'Fallon / Fairview Heights / Collinsville
IL Oak Brook Terrace
IL Springfield
IN Bloomington
IN Ft. Wayne
IN Hammond / Munster / Merrillville
IN Indianapolis / Carmel
IN Lafayette / West Lafayette
IN Michigan City
IN South Bend
IN Valparaiso / Burlington Beach
KS Kansas City / Overland Park
KS Wichita
KY Boone County
KY Kenton County
KY Lexington
KY Louisville
LA Alexandria / Leesville / Natchitoches
LA Baton Rouge
LA Covington / Slidell
LA Lafayette
LA New Orleans
LA New Orleans
MA Andover
MA Boston / Cambridge
MA Burlington / Woburn
MA Falmouth
MA Hyannis
MA Martha's Vineyard
MA Nantucket
MA Northampton
MA Pittsfield
MA Plymouth / Taunton / New Bedford
MA Quincy
MA Springfield
MA Worcester
MD Aberdeen / Bel Air / Belcamp
MD Annapolis
MD Baltimore City
MD Baltimore County
JAPAN Aomori
JAPAN Asahikawa
JAPAN Chitose
JAPAN Fukui
JAPAN Fukuyama
JAPAN Hiroshima
JAPAN Kanazawa
JAPAN Kochi
JAPAN Komaki
JAPAN Kure
JAPAN Kushiro
JAPAN Matsue
JAPAN Matsuyama
JAPAN Morioka
JAPAN Nara
JAPAN Niigata
JAPAN Obihiro
JAPAN Oita
JAPAN Otsu
JAPAN Oyama
JAPAN Sasebo
JAPAN Shiga
JAPAN Takamatsu
JAPAN Tokushima
JAPAN Tottori
JAPAN Toyama
JAPAN Toyonaka
JAPAN Tsu
JAPAN Wakayama
JAPAN Yamato
JAPAN Yokohama
JAPAN Yokota
KOREA Changwon
KOREA Chinju
KOREA Chongju
KOREA Chonju
KOREA Chung Ju
KOREA Incheon
KOREA Kimhae
KOREA Kumi
Visit California – Travel & Expense Management Policy Page 22 of 35

MD Cambridge / St. Michaels
MD Centreville
MD Columbia
MD Frederick
MD Hagerstown
MD La Plata / Indian Head / Waldorf
MD Lexington Park / Leonardtown / Lusby
MD Ocean City
ME Bar Harbor
ME Kennebunk / Kittery / Sanford
ME Portland
ME Rockport
MI Ann Arbor
MI Benton Harbor / St. Joseph / Stevensville
MI Detroit
MI East Lansing / Lansing
MI Grand Rapids
MI Holland
MI Kalamazoo / Battle Creek
MI Mackinac Island
MI Midland
MI Mount Pleasant
MI Muskegon
MI Petoskey
MI Pontiac / Auburn Hills
MI South Haven
MI Traverse City and Leland
MN Duluth
MN Eagan / Burnsville / Mendota Heights
MN Minneapolis / St. Paul
MN Rochester
MO Columbia
MO Jefferson City
MO Kansas City
MO St. Louis
MO St. Robert
MS Gulfport / Biloxi
MS Hattiesburg
MS Oxford
MS Southaven
KOREA Kwangju
KOREA Kyongju
KOREA Masan
KOREA Pohang
KOREA Pyongtaek
KOREA Sokcho
KOREA Taegu
KOREA Taejon
KOREA Uijongbu
KOREA Ulsan
MEXICO Acapulco
MEXICO Cabo San Lucas
MEXICO Campeche
MEXICO Cancun
MEXICO Chihuahua
MEXICO Ciudad Juarez
MEXICO Ciudad Victoria
MEXICO Colima
MEXICO Cozumel
MEXICO Cuernavaca
MEXICO Culiacan
MEXICO Ensenada
MEXICO Guadalajara
MEXICO Hermosillo
MEXICO Huatulco
MEXICO Ixtapa Zihuatanejo
MEXICO La Paz
MEXICO Manzanillo
MEXICO Matamoros
MEXICO Mazatlan
MEXICO Merida
MEXICO Mexicali
MEXICO Monterrey
MEXICO Morelia
MEXICO Nogales
MEXICO Nuevo Laredo
MEXICO Playa del Carmen, Quintana Roo
MEXICO Playa del Carmen, Quintana Roo
MEXICO Puebla
MEXICO Puerto Penasco
Visit California – Travel & Expense Management Policy Page 23 of 35

MS Starkville
MT Big Sky / West Yellowstone
MT Butte
MT Helena
MT Missoula / Polson / Kalispell
NC Asheville
NC Atlantic Beach / Morehead City
NC Chapel Hill
NC Charlotte
NC Durham
NC Fayetteville
NC Greensboro
NC Greenville
NC Kill Devil
NC New Bern / Havelock
NC Raleigh
NC Wilmington
NC Winston-­‐Salem
NE Omaha
NH Concord
NH Conway
NH Durham
NH Laconia
NH Lebanon / Lincoln / West Lebanon
NH Manchester
NH Portsmouth
NJ Atlantic City / Ocean City / Cape May
NJ Belle Mead
NJ Cherry Hill / Moorestown
NJ Eatontown / Freehold
NJ Edison / Piscataway
NJ Flemington
NJ Newark
NJ Parsippany
NJ Princeton / Trenton
NJ Springfield / Cranford / New Providence
NJ Toms River
NM Albuquerque
NM Las Cruces
NM Los Alamos
MEXICO Puerto Vallarta
MEXICO Queretaro
MEXICO San Carlos
MEXICO San Jose del Cabo
MEXICO San Miguel de Allende
MEXICO Tapachula
MEXICO Tijuana
MEXICO Veracruz
MEXICO Zacatecas
NEW ZEALAND Auckland
NEW ZEALAND Christchurch
NEW ZEALAND Queenstown
NEW ZEALAND Rotarua
NEW ZEALAND Wellington
POLAND Gdansk
POLAND Poznan
POLAND Warsaw
POLAND Wroclaw
POLAND Zakopane
PORTUGAL Cascais
PORTUGAL Estoril
PORTUGAL Faial Island
PORTUGAL Faial Island
PORTUGAL Lisbon
PORTUGAL Madeira Islands
PORTUGAL Oeiras
PORTUGAL Oporto
PORTUGAL Oporto
PORTUGAL Ponta Delgada
PORTUGAL Sao Miguel Island
SPAIN Almeria
SPAIN Bilbao
SPAIN Fuengirola
SPAIN La Coruna
SPAIN Malaga
SPAIN Marbella
SPAIN Oviedo
SPAIN San Sebastian
SPAIN Santa Cruz de Tenerife
SPAIN Seville
Visit California – Travel & Expense Management Policy Page 24 of 35

NM Santa Fe
NM Taos
NV Incline Village / Reno / Sparks
NV Las Vegas
NV Stateline, Carson City
NY Albany
NY Binghamton / Owego
NY Buffalo
NY Floral Park / Garden City / Great Neck
NY Glens Falls
NY Ithaca / Waterloo / Romulus
NY Kingston
NY Lake Placid
NY Niagara Falls
NY Nyack / Palisades
NY Poughkeepsie
NY Riverhead / Ronkonkoma / Melville
NY Rochester
NY Saratoga Springs / Schenectady
NY Syracuse / Oswego
NY Tarrytown / White Plains / New Rochelle
NY Troy
NY West Point
OH Akron
OH Canton
OH Cincinnati
OH Cleveland
OH Columbus
OH Dayton / Fairborn
OH Hamilton
OH Medina / Wooster
OH Mentor
OH Sandusky / Bellevue
OH Youngstown
OK Oklahoma City
OR Ashland / Crater Lake
OR Beaverton
OR Bend
OR Clackamas
OR Eugene / Florence
SPAIN Valencia
SPAIN Vigo
UNITED KINGDOM [Other]
UNITED KINGDOM Cheltenham
UNITED KINGDOM Harrogate
UNITED KINGDOM High Wycombe
UNITED KINGDOM Liverpool
UNITED KINGDOM Loudwater
UNITED KINGDOM Menwith Hill
UNITED KINGDOM Oxford
UNITED KINGDOM Portsmouth
Visit California – Travel & Expense Management Policy Page 25 of 35

OR Lincoln City
OR Portland
OR Seaside
PA Allentown / Easton / Bethlehem
PA Bucks County
PA Chester / Radnor / Essington
PA Erie
PA Gettysburg
PA Harrisburg / Hershey
PA Lancaster
PA Malvern / Frazer / Berwyn
PA Mechanicsburg
PA Montgomery County
PA Philadelphia
PA Pittsburgh
PA Reading
PA Scranton
PA State College
RI East Greenwich / Warwick / North Kingstown
RI Jamestown / Middletown / Newport
RI Providence / Bristol
SC Aiken
SC Charleston
SC Columbia
SC Greenville
SC Hilton Head
SC Myrtle Beach
SD Hot Springs
SD Rapid City
SD Sturgis / Spearfish
TN Brentwood / Franklin
TN Chattanooga
TN Knoxville
TN Memphis
TN Nashville
TN Oak Ridge
TX Arlington / Fort Worth / Grapevine
TX Austin
TX Beaumont
TX College Station
Visit California – Travel & Expense Management Policy Page 26 of 35

TX Corpus Christi
TX Dallas
TX El Paso
TX Galveston
TX Greenville
TX Houston (L.B. Johnson Space Center)
TX Laredo
TX McAllen
TX Midland
TX Plano
TX Round Rock
TX San Antonio
TX South Padre Island
TX Waco
UT Moab
UT Park City
UT Provo
UT Salt Lake City
VA Abingdon
VA Blacksburg
VA Charlottesville
VA Chesapeake / Suffolk
VA Chesterfield / Henrico Counties
VA Fredericksburg
VA Loudoun County
VA Lynchburg
VA Norfolk / Portsmouth
VA Prince William County / Manassas
VA Richmond
VA Roanoke
VA Virginia Beach
VA Wallops Island
VA Warrenton
VA Williamsburg / York
VT Burlington / St. Albans
VT Manchester
VT Middlebury
VT Montpelier
VT Stowe
VT White River Junction
Visit California – Travel & Expense Management Policy Page 27 of 35

WA Anacortes / Coupeville / Oak Harbor
WA Everett / Lynnwood
WA Ocean Shores
WA Olympia / Tumwater
WA Port Angeles / Port Townsend
WA Richland
WA Seattle
WA Spokane
WA Tacoma
WA Vancouver
WI Appleton
WI Brookfield / Racine
WI Lake Geneva
WI Madison
WI Milwaukee
WI Sheboygan
WI Sturgeon Bay
WI Wisconsin Dells
WV Charleston
WV Morgantown
WV Shepherdstown
WV Wheeling
WY Cody
WY Cody
WY Evanston / Rock Springs
WY Gillette
WY Jackson / Pinedale
WY Sheridan
Visit California – Travel & Expense Management Policy Page 28 of 35

State City
CA Santa Monica
CA San Francisco
CO Aspen
CO Vail
FL Key West
MA Boston / Cambridge
MA Martha's Vineyard
MA Nantucket
Tier 2
Domestic International
Visit California – Travel & Expense Management Policy Page 29 of 35
Country City
ARGENTINA Buenos Aires
AUSTRALIA Adelaide
AUSTRALIA Brisbane
AUSTRALIA Canberra
AUSTRALIA Darwin, Northern Territory
AUSTRALIA Fremantle
AUSTRALIA Hobart
AUSTRALIA Melbourne
AUSTRALIA Richmond, NSW
BELGIUM Antwerp
BELGIUM Brussels
BELGIUM Diegem
BELGIUM Zaventem
BRAZIL Sao Paulo
CANADA Calgary
CANADA Dartmouth
CANADA Edmonton
CANADA Fort McMurray, Alberta
CANADA Halifax
CANADA Montreal
CANADA Ottawa
CANADA Quebec
CANADA Richmond
CANADA Sidney
CANADA Toronto
CANADA Vancouver
CANADA Victoria
CHINA Beijing
CHINA Shanghai
CHINA Shenzhen
CZECH REPUBLIC Prague
DENMARK Aalborg
DENMARK Copenhagen
DENMARK Lyngby

DENMARK Odense
FINLAND Helsinki
FRANCE Bordeaux
FRANCE Lyon
FRANCE Marseille
FRANCE Nice
FRANCE Strasbourg
FRANCE Toulouse
GERMANY Bad Honnef
GERMANY Berlin
GERMANY Boeblingen
GERMANY Bonames
GERMANY Bonn
GERMANY Bremen
GERMANY Cologne
GERMANY Delmenhorst
GERMANY Dresden
GERMANY Duesseldorf
GERMANY Echterdingen
GERMANY Erfurt
GERMANY Erlangen
GERMANY Eschborn
GERMANY Esslingen
GERMANY Frankfurt am Main
GERMANY Fuerth
GERMANY Hamburg
GERMANY Hannover
GERMANY Heidelberg
GERMANY Herongen
GERMANY Herrsching
GERMANY Herzogenaurach
GERMANY Hoechst
GERMANY Ingolstadt
GERMANY Kalkar
GERMANY Koenigswinter
GERMANY Kornwestheim
GERMANY Ludwigsburg
GERMANY Mainz
GERMANY Moenchen-­‐Gladbach
GERMANY Munich
Visit California – Travel & Expense Management Policy Page 30 of 35

GERMANY Nellingen
GERMANY Niederbachem
GERMANY Offenbach
GERMANY Rhoendorf
GERMANY Roedelheim
GERMANY Schwabach
GERMANY Sindelfingen
GERMANY Stuttgart
GERMANY Tuebingen
GERMANY Twisteden
GERMANY Wahn
GERMANY Wiesbaden
GERMANY Zirndorf
INDIA Chennai
INDIA Goa
INDIA Hyderabad
INDIA Kolkata
INDIA New Delhi
INDIA Pune
IRELAND Dublin
IRELAND Galway
ITALY Catania
ITALY Ferrara
ITALY Genoa
ITALY Modena
ITALY Naples
ITALY Palermo
ITALY Reggio Emilia
ITALY Rimini
ITALY Taormina
ITALY Treviso
ITALY Trieste
ITALY Turin
ITALY Verona
JAPAN Akashi
JAPAN Amagasaki
JAPAN Ashiya
JAPAN Beppu
JAPAN Fukuoka
JAPAN Gifu
Visit California – Travel & Expense Management Policy Page 31 of 35

Visit California – Travel & Expense Management Policy Page 32 of 35
JAPAN Hamamatsu
JAPAN Itazuke
JAPAN Izumisano
JAPAN Kagoshima
JAPAN Kitakyushu
JAPAN Kumamoto
JAPAN Kyoto
JAPAN Nagoya
JAPAN Narita
JAPAN Nishinomiya
JAPAN Okayama
JAPAN Okinawa Prefecture
JAPAN Osaka-­‐Kobe
JAPAN Sapporo
JAPAN Sendai
JAPAN Takayama
JAPAN Yufuin
KOREA Cheju
KOREA Pusan
KOREA Seoul
MEXICO Mexico City, D.F.
NORWAY Oslo
NORWAY Stavanger
PORTUGAL Ponta Delgada
PORTUGAL Sao Miguel Island
SPAIN Balearic Islands
SPAIN Barcelona
SPAIN Las Palmas de Gran Canaria
SPAIN Madrid
SPAIN Santander
SPAIN Santiago de Compostela
SPAIN Zaragoza
SWEDEN Stockholm
SWITZERLAND Basel
SWITZERLAND Lugano
SWITZERLAND Montreux
UNITED KINGDOM Belfast
UNITED KINGDOM Birmingham
UNITED KINGDOM Bristol
UNITED KINGDOM Cardiff, Wales

UNITED KINGDOM Caversham
UNITED KINGDOM Edinburgh
UNITED KINGDOM Gatwick
UNITED KINGDOM Glasgow
UNITED KINGDOM Horley
UNITED KINGDOM Manchester
UNITED KINGDOM Reading
VENEZUELA Barquisimeto
VENEZUELA Caracas
VENEZUELA Maracaibo
VENEZUELA Porlamar
VENEZUELA Puerto La Cruz
VENEZUELA Puerto Ordaz
VENEZUELA Valencia
Visit California – Travel & Expense Management Policy Page 33 of 35

Tier 3
Domestic International
DC District of Columbia
NY Manhattan (includes the boroughs of Manhattan, Brooklyn, the
Bronx, Queens and Staten Island)
Country City
AUSTRALIA Sydney
BRAZIL Rio De Janeiro
FRANCE Paris
ITALY Bologna
ITALY Capri
ITALY Como
ITALY Florence
ITALY Milan
ITALY Siena
ITALY Venice
JAPAN Kurashiki
JAPAN Miyazaki City
JAPAN Nagasaki
JAPAN Okinawa Prefecture
SWITZERLAND Bern
SWITZERLAND Davos
SWITZERLAND Geneva
SWITZERLAND Klosters
SWITZERLAND Zurich
UNITED ARAB EMIRATES Abu Dhabi
UNITED ARAB EMIRATES Dubai
UNITED KINGDOM Crawley
UNITED KINGDOM London
Visit California – Travel & Expense Management Policy Page 34 of 35

Tier 4
Domestic International
CANADA Quebec
FRANCE Cannes
ITALY Rome
JAPAN Awashima
JAPAN Tokyo
NEW ZEALAND Wellington
NEW ZEALAND Auckland
Visit California – Travel & Expense Management Policy Page 35 of 35

Name:
Address: Purpose/
Location of Trip:
Employee Signature Date
Visit California
TRAVEL AND OTHER EXPENSE CLAIM
PLEASE REMIT WITHIN 30 DAYS OF INCURRING EXPENSE OR REMIT MONTHLY
* RECEIPTS MUST BE ATTACHED FOR AMOUNTS OVER $25.00 *
A I R H O T E L M E A L S
O T H E R TRANSPORTATION P R O G R A M
D A T E D E S C R I P T I O N
Amount Amount Breakfast Lunch Dinner Snack Cash, tips, etc. Miles
0.555 /mile
Mileage
Amount
Use for "Program"
specific expenses
TOTAL
1 $ -
$0.00
2 $ -
$0.00
3 $ -
$0.00
4 $ -
$0.00
5 $ -
$0.00
6 $ -
$0.00
7 $ -
$0.00
8 $ -
$0.00
9 $ -
$0.00
10 $ -
$0.00
11 $ -
$0.00
12 $ -
$0.00
13 $ -
$0.00
14 $ -
$0.00
15 $ -
$0.00
16 $ -
$0.00
17 $ -
$0.00
18 $ -
$0.00
19 $ -
$0.00
20 $ -
$0.00
21 $ -
$0.00
22 $ -
$0.00
Subtotal
$0.00
Subtract Travel Advances
$0.00
Approved by (Department VP or CEO)
Submit form and copies of receipts to: Matthew Sabbatini, Visit California, 555 Capitol Mall, Suite 1100, Sacramento, CA 95814
TOTAL: $0.00
Account Account Description Amount Expense How-To's:
1) More than one line can be used per expense
2) Give thorough descriptions of expenses
3) Attach receipts by taping them to a separate piece/s of paper
4) Number receipts according to corresponding expense line number
5) Form MUST be signed in order to be processed
Approved Date 6) Questions? Contact Rob in accounting: rjacinto@visitcalifornia.com
Entered BW
Revised 9/29/2011

Leona Reed
Senior Director of
International Marketing
Lilly Kimmelshue
Marketing Manager –
Europe & India
OPEN
Director of Travel Trade
Jennifer Montero
Director of Latin America/
Canada/Australia Marketing
Antonette Eckert
Director of Asia Marketing
Brian Carey
Int’l Marketing Manager
Marketing Communications
Lynn Carpenter
Vice President of
Marketing
Dan Mishell
Director of Research
California Travel and Tourism Commission/California Division of Tourism
Approved Organizational Chart FY 11-12 $50 Million Plan
Lizzie Keenan
Marketing Coordinator/
Assistant to VP of Marketing
Traci Ward
Director of Domestic
Marketing
OPEN
Brand Advertising Manager
Gwynne Spann
Content Manager
Lucas Himovitz
Content Coordinator
Tia Hoang
Web Manager
Open
Rural & Co-op Marketing
Manager
Megan Losser
Marketing Coordinator
CTTC employees/positions (41), State of California employees (6), Italics are temporary employees
OPEN
Director of Communications
Shannon Brooks
International Public
Relations Manager
Jennifer Sweeney
Public Relations Manager
Rachel Veu
Media Relations
Coordinator
Catherine Snapp
Communications Manager
Heather Hudson
Creative Services Manager
Dillon Lyon
Communications Assistant
Caroline Beteta
President and CEO/Deputy Secretary
Bianca Valdez
Industry Relations Manager
Gohar Matevosyan
Industry Relations
Coordinator
Ann Sullivan
Industry Outreach
Coordinator
Amber Luiz
Executive Manager and
Commission Liaison
Lauren Meyer
Events Manager
Jenna Anderson
Executive Assistant
Operations Assessment
Rob Jacinto
Operations Manager
Alma Aguirre
Accounting Coordinator
Debi Robarts
Operations Coordinator
Tangee Laird
Visitor Info and Reception
Emmalee Danielsen
Operations Assistant
Karin Fish
Vice President of
Operations & Industry
Relations
Matthew Sabbatini
Senior Director
Finance, HR & IT
Troy Cantrell
Director of Information
Technology
Michael Hudson
Web Development
Manager Consumer
Tim Lowery
Web Development
Manager B2B/Assessment
William Peterson
Helpdesk Coordinator
Lana Kulinich
Executive Assistant
Crecynthia (Cris) McLucas
Tourism Assessment
Manager
Wendy Arzaga-
Messersmith
Tourism Assessment
Analyst
Tiffany Tyler
Welcome Center Liaison
Michele Betz
Staff Services Analyst
Sofia Thompson
Tourism Assessment
Analyst
Valerie Knowles
Office Tech.

VISIT CALIFORNIA
Board Roster
Chair
Brian P. Kelly
Acting Secretary
Business, Transportation and Housing Agency
Vice Chair of Marketing
Ed Fuller
President & Chief Financial Officer
The Group At Laguna
Board Term: 07/01/2010 - 06/30/2014 | ELECTED
Vice Chair of Operations
Kathy Turner
Enterprise Holdings
Chief Fiscal Officer
Vice President - Legislative and Government Affairs
Board Term: 07/01/2010 - 06/30/2014 | ELECTED
Rusty Gregory
Board Members
Chairman & Chief Executive Officer
Mammoth Mountain Ski Area, LLC
Board Term: 10/02/2009 - 06/30/2012 | ELECTED
Rick Anderson
Owner
Casa Tropicana, A Boutique Beachfront Inn
Board Term: 01/01/2008 - 06/30/2012 | ELECTED
Jim Burba
President
Burba Hotel Network
Board Term: 09/23/2005 - 11/05/2012 | APPOINTED
Last Updated: April 23, 2012 X:\CustomReports\Committees\CommitteeRoster-Commission.rpt
Page 1 of 4

VISIT CALIFORNIA
Board Roster
Board Members
Ian Carter
President, Global Operations and Development
Hilton Worldwide
Board Term: 07/01/2011 - 06/30/2014 | ELECTED
Jot Condie
President
California Restaurant Association
Board Term: 01/01/2009 - 06/30/2012 | ELECTED
Charles Coniglio
Vice President of Marketing & ECommerce
Dollar Thrifty Automotive Group
Board Term: 07/01/2010 - 06/30/2014 | ELECTED
Joe D'Alessandro
President & Chief Executive Officer
San Francisco Travel Association
Board Term: 11/15/2007 - 11/05/2012 | APPOINTED
Lina Fat
Director of Food, Owner
Frank Fat Inc.
Board Term: 10/20/2010 - 10/19/2012 | APPOINTED
Mike Gallagher
Co-Founder & CEO
CityPASS
Board Term: 01/28/2009 - 06/30/2012 | ELECTED
Jay Jamison
Chief Executive Officer and General Manager
Pismo Coast Village Inc.
Board Term: 07/01/2010 - 06/30/2014 | ELECTED
George Kalogridis
President, Disney Anaheim
Walt Disney Parks & Resorts
Board Term: 01/21/2010 - 06/30/2012 | ELECTED
Jeff King
Chairman
King's Seafood Company
Board Term: 07/01/2010 - 06/30/2014 | ELECTED
Last Updated: April 23, 2012 X:\CustomReports\Committees\CommitteeRoster-Commission.rpt
Page 2 of 4

VISIT CALIFORNIA
Board Roster
Board Members
Tom Klein
Owner
Rodney Strong Wine Estates
Board Term: 10/20/2010 - 10/19/2012 | APPOINTED
Larry Kurzweil
President & Chief Operating Officer
Universal Studios
Board Term: 01/01/2008 - 06/30/2012 | ELECTED
Mark Liberman
President
Los Angeles Tourism & Convention Board
Board Term: 11/15/2007 - 11/05/2012 | APPOINTED
Julie Maurer
Vice President of Sales & Marketing
Squaw Valley
Board Term: 07/01/2010 - 06/30/2014 | ELECTED
Lynn Mohrfeld
President & Chief Executive Officer
California Hotel & Lodging Association
Board Term: 01/28/2009 - 06/30/2012 | ELECTED
Bob Muhs
Vice President, Government Affairs & Counsel
Avis/Budget Group, Inc.
Board Term: 07/01/2010 - 06/30/2014 | ELECTED
Douglas Myers
CEO/Executive Director
San Diego Zoo Global
Board Term: 10/05/2011 - 06/30/2014 | ELECTED
Sima Patel
Owner
Balaji Hotels
Board Term: 07/01/2010 - 06/30/2014 | ELECTED
Cody Plott
President & COO
Pebble Beach Company
Board Term: 11/15/2007 - 11/05/2012 | APPOINTED
Last Updated: April 23, 2012 X:\CustomReports\Committees\CommitteeRoster-Commission.rpt
Page 3 of 4

VISIT CALIFORNIA
Board Roster
Board Members
Roy Ritenour
Division Vice President, Western Region
The Hertz Corporation
Board Term: 07/01/2010 - 06/30/2014 | ELECTED
Jonna Sabroff
President
Integrated Transportation Svc
Board Term: 10/02/2009 - 06/30/2014 | ELECTED
Jeff Senior
Executive Vice President, Marketing & Sales
Fairmont Hotels & Resorts
Board Term: 07/01/2010 - 06/30/2014 | ELECTED
John Wagnon
Vice President of Marketing
Heavenly Valley Limited Partnership
Board Term: 07/01/2011 - 06/30/2014 | ELECTED
Terry Westrope
Vice President
Ocean Park Hotels, Inc.
Board Term: 01/01/2008 - 06/30/2012 | ELECTED
Gillian Zucker
President
Auto Club Speedway
Board Term: 10/20/2010 - 10/19/2012 | APPOINTED
Visit California Staff
Caroline Beteta
President & Chief Financial Officer
Visit California
Amber Luiz
Executive Manager & Commission Liaison
Visit California
Last Updated: April 23, 2012 X:\CustomReports\Committees\CommitteeRoster-Commission.rpt
Page 4 of 4

VISIT CALIFORNIA
Executive Committee
Chair
Brian P. Kelly
Acting Secretary
Business, Transportation and Housing Agency
Vice Chair of Marketing
Ed Fuller
President & Chief Financial Officer
The Group At Laguna
Term End: 01/20/2013
Vice Chair of Operations
Kathy Turner
Vice President - Legislative and Government Affairs
Enterprise Holdings
Term End: 01/20/2013
Chief Fiscal Officer
Rusty Gregory
Chairman & Chief Executive Officer
Mammoth Mountain Ski Area, LLC
Term End: 01/20/2013
Last Updated: April 23, 2012 X:\CustomReports\Committees\CommitteeRoster-photos-dr.rpt
Page 1 of 3

VISIT CALIFORNIA
Executive Committee
Members
Jot Condie
President
California Restaurant Association
Term End: 06/30/2012
Joe D'Alessandro
President & Chief Executive Officer
San Francisco Travel Association
Term End: 11/05/2012
Mike Gallagher
Co-Founder & CEO
CityPASS
Term End: 06/30/2012
Mark Liberman
President
Los Angeles Tourism & Convention Board
Term End: 11/05/2012
Cody Plott
President & COO
Pebble Beach Company
Term End: 11/05/2012
Last Updated: April 23, 2012 X:\CustomReports\Committees\CommitteeRoster-photos-dr.rpt
Page 2 of 3

VISIT CALIFORNIA
Executive Committee
Visit California Staff
Caroline Beteta
President & Chief Financial Officer
Visit California
Karin Fish
Vice President of Operations and Industry Relations
Visit California
Matthew Sabbatini
Senior Director - Finance, Human Resources & Technology
Visit California
Last Updated: April 23, 2012 X:\CustomReports\Committees\CommitteeRoster-photos-dr.rpt
Page 3 of 3

VISIT CALIFORNIA
Audit Committee
Chair
Jay Jamison
Chief Executive Officer and General Manager
Pismo Coast Village Inc.
Term End: 03/31/2012
Members
Bob Muhs
Vice President, Government Affairs & Counsel
Avis/Budget Group, Inc.
Term End: 03/31/2012
Sima Patel
Owner
Balaji Hotels
Term End: 03/31/2012
Terry L. Westrope
Vice President
Ocean Park Hotels, Inc.
Term End: 03/31/2012
Visit California Staff
Caroline Beteta
President and CEO/Deputy Secretary
Visit California
Karin Fish
Vice President of Operations and Industry Relations
Visit California
Matthew Sabbatini
Senior Director - Finance, Human Resources & Technology
Visit California
Last Updated: September 20, 2011 Page 1 of 1

VISIT CALIFORNIA
Domestic Marketing Symposium
Co-Chairs
Julie Maurer
Vice President of Sales & Marketing
Squaw Valley
Term End: 05/31/2012
Jeff Senior
Members
Executive Vice President, Marketing & Sales
Fairmont Hotels & Resorts
Term End: 05/31/2012
Kiki Ander
Vice President of Marketing
Santa Barbara Conference and Visitors Bureau and Film Commission
Steve K. Bone
President & Chief Executive Officer
Surf City USA - Huntington Beach Marketing & Visitors Bureau
Elaine Cali
Vice President, Communications
Anaheim/Orange County Visitor & Convention Bureau
Andy Chapman
Director of Tourism
North Lake Tahoe Visitors & Convention Bureau
Connie Chen
Manager of Regional Marketing Strategy
Walt Disney Parks & Resorts
Mike Gallagher
Co-Founder & CEO
CityPASS
Ann Gallaugher
Vice President
Anaheim/Orange County Visitor & Convention Bureau
Mary Jo Ginther
Director of Tourism
Palm Springs Bureau of Tourism
Lisa Jackson
Vice President of Sales and Marketing
California Welcome Center - San Francisco
Kathy Janega-Dykes
President & Chief Executive Officer
Santa Barbara Conference and Visitors Bureau and Film Commission
Last Updated: May 03, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt
Page 1 of 4

VISIT CALIFORNIA
Domestic Marketing Symposium
Members
Kerri Verbeke Kapich
SVP of Marketing and Strategic Partnerships
San Diego Convention & Visitors Bureau
Misti Kerns
President & Chief Executive Officer
Santa Monica Convention & Visitors Bureau
Christine Locke
Vice President, Marketing
Anaheim/Orange County Visitor & Convention Bureau
Mary Lowery
Director of Product Development
Walt Disney Parks & Resorts
Patti MacJennett
Senior Vice President, International Marketing
Los Angeles Tourism & Convention Board
Millie Matz
Director of Sales & Marketing
Santa Barbara Hotel Group
Anthea McGoldrick
Manager
Pier 39
David Miller
Vice President
Universal Studios Hollywood
Kathy Paver
Senior Vice President, Marketing
Pier 39
Matt Paye
Director of Consumer Marketing & Promotions
Auto Club Speedway
Howard Pickett
Chief Marketing Officer
Mammoth Mountain Ski Area, LLC
Cody Plott
President & COO
Pebble Beach Company
Don Skeoch
Chief Marketing Officer
Los Angeles Tourism & Convention Board
Matt Stiker
Executive Vice President of Marketing
San Francisco Travel Association
Last Updated: May 03, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt
Page 2 of 4

VISIT CALIFORNIA
Domestic Marketing Symposium
Members
Robert Thibault
Vice President of Marketing
Los Angeles Tourism & Convention Board
John Wagnon
Vice President of Marketing
Heavenly Valley Limited Partnership
Scott White
CEO/President
Palm Springs Desert Resorts Convention & Visitors Authority
Visit California Staff
Caroline Beteta
President & Chief Financial Officer
Visit California
Lynn Carpenter
Vice President of Marketing
Visit California
Daniel Mishell
Director of Research
Visit California
Traci Ward
Director of Domestic Marketing
Visit California
Gwynne Spann
Content Manager
Visit California
Last Updated: May 03, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt
Page 3 of 4

VISIT CALIFORNIA
Domestic Marketing Symposium
Vendors
Malcolm Griffiths
Account Director, Tourism Division
Development Counsellors International
Tammy Haughey
Management Supervisor
MeringCarson
Julie Liebhard
Director of Digital Strategy
MeringCarson
Denise Miller
Vice President
Strategic Marketing & Research Inc
RJ Smith
Account Director
Sunset Publishing Corporation
Last Updated: May 03, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt
Page 4 of 4

VISIT CALIFORNIA
International Advisory Symposium
Chair
Ed Fuller
Members
President and CEO
The Group At Laguna
Term End: 08/31/2013
Ashlee Ciora
Director of Travel Industry Sales
Palm Springs Desert Resorts Convention & Visitors Authority
Jodi Cumming
Manager, Tourism Development
Pier 39
Hubertus Funke
Director, International Tourism
San Francisco Travel Association
Linsey Gallagher
Director of International Marketing
Wine Institute
Marilyn Hannes
Vice President, Marketing
SeaWorld San Diego
Tom Kiely
Executive Vice President, Tourism
San Francisco Travel Association
Jeff Larson
Vice President, Regional Marketing Strategy
Disneyland Destinations Marketing
Millie Matz
Director of Sales & Marketing
Santa Barbara Hotel Group
Richard Peterson
Director of Travel Industry Sales
California Academy of Sciences
Howard Pickett
Chief Marketing Officer
Mammoth Mountain Ski Area, LLC
Brian Said
Director of Travel Industry Development
San Diego Convention & Visitors Bureau
Paul Saldana
President & Chief Executive Officer
California Welcome Center - Tulare
Last Updated: April 13, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt
Page 1 of 2

VISIT CALIFORNIA
International Advisory Symposium
Members
Thomas D. See
Vice President, Sales
Universal Studios Hollywood
Jeff Senior
Executive Vice President, Marketing & Sales
Fairmont Hotels & Resorts
Kathryn Smits
Vice President, International Toursim
Los Angeles Tourism & Convention Board
Nicky Tang
Asian Pacific Sales Director
Disney Destinations
Lynsey Wright
International Sales & Marketing Manager
Vail Resorts Management Company
Visit California Staff
Caroline Beteta
President and CEO
Visit California
Lynn Carpenter
Vice President of Marketing
Visit California
Leona Reed
Senior Director of International Marketing
Visit California
Daniel Mishell
Director of Research
Visit California
Last Updated: April 13, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt
Page 2 of 2

VISIT CALIFORNIA
Marketing Committee
Chair
Ed Fuller
Members
President & Chief Financial Officer
The Group At Laguna
Term End: 01/20/2014
Rick Anderson
Owner
Casa Tropicana, A Boutique Beachfront Inn
Term End: 06/30/2012
Steve K. Bone
President & Chief Executive Officer
Surf City USA - Huntington Beach Marketing & Visitors Bureau
Term End: 06/30/2012
Jim Burba
President
Burba Hotel Network
Term End: 11/05/2012
Ian Carter
President, Global Operations and Development
Hilton Worldwide
Term End: 06/30/2014
Andy Chapman
Director of Tourism
North Lake Tahoe Visitors & Convention Bureau
Term End: 06/30/2013
Jot Condie
President
California Restaurant Association
Term End: 06/30/2012
Charles Coniglio
Vice President of Marketing & ECommerce
Dollar Thrifty Automotive Group
Term End: 06/30/2014
Lina Fat
Director of Food, Owner
Frank Fat Inc.
Term End: 06/30/2014
Marilyn Hannes
Vice President, Marketing
SeaWorld San Diego
Term End: 06/30/2014
Last Updated: April 30, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt
Page 1 of 4

VISIT CALIFORNIA
Marketing Committee
Members
Jay Jamison
Chief Executive Officer and General Manager
Pismo Coast Village Inc.
Term End: 06/30/2014
Kathy Janega-Dykes
President & Chief Executive Officer
Santa Barbara Conference and Visitors Bureau and Film Commission
Term End: 01/31/2014
George Kalogridis
President, Disney Anaheim
Walt Disney Parks & Resorts
Term End: 06/30/2012
Kerri Verbeke Kapich
SVP of Marketing and Strategic Partnerships
San Diego Convention & Visitors Bureau
Term End: 06/30/2012
Jeff King
Chairman
King's Seafood Company
Term End: 06/30/2014
Tom Klein
Owner
Rodney Strong Wine Estates
Term End: 06/30/2014
Jeff Larson
Vice President, Regional Marketing Strategy
Disneyland Destinations Marketing
Term End: 02/28/2013
Julie Maurer
Vice President of Sales & Marketing
Squaw Valley
Term End: 06/30/2014
Lynn Mohrfeld
President & Chief Executive Officer
California Hotel & Lodging Association
Term End: 06/30/2012
Bob Muhs
Vice President, Government Affairs & Counsel
Avis/Budget Group, Inc.
Term End: 06/30/2014
Last Updated: April 30, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt
Page 2 of 4

VISIT CALIFORNIA
Marketing Committee
Members
Douglas Myers
CEO/Executive Director
San Diego Zoo Global
Term End: 06/30/2014
Sima Patel
Owner
Balaji Hotels
Term End: 06/30/2014
Howard Pickett
Chief Marketing Officer
Mammoth Mountain Ski Area, LLC
Term End: 06/30/2012
Cody Plott
President & COO
Pebble Beach Company
Term End: 11/05/2012
John Reyes
Chief Customer Officer
San Francisco Travel Association
Term End: 06/30/2013
Roy Ritenour
Division Vice President, Western Region
The Hertz Corporation
Term End: 06/30/2014
Jonna Sabroff
President
Integrated Transportation Svc
Term End: 06/30/2014
Scott Schneider
President & Chief Executive Officer
Visit Mendocino County
Term End: 06/30/2013
Thomas D. See
Vice President, Sales
Universal Studios Hollywood
Term End: 06/30/2012
Jeff Senior
Executive Vice President, Marketing & Sales
Fairmont Hotels & Resorts
Term End: 06/30/2014
Last Updated: April 30, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt
Page 3 of 4

VISIT CALIFORNIA
Marketing Committee
Members
Don Skeoch
Chief Marketing Officer
Los Angeles Tourism & Convention Board
Term End: 11/05/2012
Matt Stiker
Executive Vice President of Marketing
San Francisco Travel Association
Term End: 11/05/2012
Kathy Turner
Vice President - Legislative and Government Affairs
Enterprise Holdings
Term End: 06/30/2014
John Wagnon
Vice President of Marketing
Heavenly Valley Limited Partnership
Term End: 06/30/2014
Terry Westrope
Vice President
Ocean Park Hotels, Inc.
Term End: 06/30/2012
Scott White
CEO/President
Palm Springs Desert Resorts Convention & Visitors Authority
Term End: 02/28/2014
Gillian Zucker
President
Auto Club Speedway
Term End: 06/30/2014
Visit California Staff
Caroline Beteta
President & Chief Financial Officer
Visit California
Lynn Carpenter
Vice President of Marketing
Visit California
Last Updated: April 30, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt
Page 4 of 4

VISIT CALIFORNIA
Nominating Committee
Chair
Gillian Zucker
President
Members
Staff
Auto Club Speedway
Jot Condie
President
California Restaurant Association
Rusty Gregory
Chairman & Chief Executive Officer
Mammoth Mountain Ski Area, LLC
Mark Liberman
President
Los Angeles Tourism & Convention Board
Lynn Mohrfeld
President & CEO
California Hotel & Lodging Association
Caroline Beteta
President and CEO
Visit California
Karin Fish
Vice President of Operations and Industry Relations
Visit California
Matthew Sabbatini
Senior Director - Finance, Human Resources & Technology
Visit California
Last Updated: April 10, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt
Page 1 of 1

VISIT CALIFORNIA
Rural Symposium
Chair
Scott Schneider
President & Chief Executive Officer
Visit Mendocino County
Term End: 01/31/2013
Vice Chair
Bob Brown
Members
General Manager & CEO
Ontario Convention & Visitors Bureau/Ontario Convention Center
Term End: 02/28/2013
Kimberly Adams
President & Chief Executive Officer
Temecula Valley Convention & Visitors Bureau's Visitor Center
Rick Anderson
Owner
Casa Tropicana, A Boutique Beachfront Inn
Andy Chapman
Director of Tourism
North Lake Tahoe Visitors & Convention Bureau
Lina Fat
Director of Food, Owner
Frank Fat Inc.
Jane Howard
Executive Director
Gilroy Visitor's Bureau
Maggie Ivy
Chief Executive Officer
Santa Cruz County Conference & Visitors Council
Melyssa Laughlin
Executive Director
Vacaville Conference and Visitors Bureau
Millie Matz
Director of Sales & Marketing
Santa Barbara Hotel Group
Mary Ann McAlea
Executive Director
Folsom Tourism Bureau
Wes Rhea
Executive Director
Stockton Conference and Visitors Bureau
Last Updated: May 01, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt
Page 1 of 2

VISIT CALIFORNIA
Rural Symposium
Members
Nanci Sikes
Executive Director
Tuolumne County Visitors Bureau
Tony Smithers
Executive Director
Humboldt County Convention and Visitors Bureau
Jennifer Talt Lundin
Marketing Manager
Ventura Port District
John Urdi
Executive Director
Mammoth Lakes Tourism
Bob Warren
General Manager
Shasta Cascade Wonderland Association
Karen Whitaker
Director of Tourism
Shasta Cascade Wonderland Association
Scott White
CEO/President
Palm Springs Desert Resorts Convention & Visitors Authority
Brian Wright
Director of Marketing
DNC Parks & Resorts At Yosemite, Inc.
Gillian Zucker
President
Auto Club Speedway
Visit California Staff
Lynn Carpenter
Vice President of Marketing
Visit California
Daniel Mishell
Director of Research
Visit California
Traci Ward
Director of Domestic Marketing
Visit California
Last Updated: May 01, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt
Page 2 of 2

VISIT CALIFORNIA
Welcome Center Symposium
Co-Chairs
Karen Baker
Development Associate
California Welcome Center - Merced
Term End: 10/31/2012
Leslee Gaul
Members
Director of Tourism
California Welcome Center - Visit Oceanside
Term End: 10/31/2012
Wayne Austin
President & Chief Executive Officer
San Bernardino Convention & Visitors Bureau
Brenda Bishop
Executive Director
Arcata Chamber of Commerce
Suzen Brasile
Executive Director
Pismo Beach Conference & Visitors Bureau
Brad Calkins
Executive Director
Santa Rosa Convention & Visitors Bureau
Kelly Carson
Executive Director
Basin Wide Foundation Desert Regional Tourism Agency - CA Welcome Center
Sara Copping
Executive Director
Buena Park Convention & Visitors Bureau
Jodi Cumming
Manager, Tourism Development
Pier 39
Jan C. Decker
Executive Director
California Welcome Center - Auburn
Craig Kaufman
Chief Executive Officer
Salinas Valley Tourism and Visitors Bureau
Anne LeClair
President & CEO
San Mateo County/Silicon Valley Convention & Visitors Bureau
Last Updated: April 12, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt
Page 1 of 2

VISIT CALIFORNIA
Welcome Center Symposium
Members
Eric Lund
VP Membership,Community Relations
San Diego Convention & Visitors Bureau
Debbie Manning
President & CEO
El Dorado Hills Chamber of Commerce
Jennifer Rodriguez
General Manager
Tanger Outlet Center, Barstow
Paul Saldana
President & Chief Executive Officer
California Welcome Center - Tulare
Lynn Saunders
President & Chief Executive Officer
California Welcome Center - Truckee
Janet Sederquist
President & Chief Executive Officer
Oxnard Convention & Visitors Bureau
John Urdi
Executive Director
Mammoth Lakes Tourism
Karen Whitaker
Director of Tourism
Shasta Cascade Wonderland Association
Visit California Staff
Karin Fish
Vice President of Operations and Industry Relations
Visit California
Cris McLucas
Tourism Assessment Program Manager
California Division of Tourism
Tiffany Tyler
Welcome Center Analyst
California Division of Tourism
Last Updated: April 12, 2012 X:\CustomReports\Committees\CommitteeRoster.rpt
Page 2 of 2

VISIT CALIFORNIA
Visit California STAFF
Executive Staff
Caroline Beteta
President & Chief Financial Officer
Phone: (916) 319-5420, Fax: (916) 319-5417
email: cbeteta@visitcalifornia.com
Lynn Carpenter
Vice President of Marketing
Phone: (916) 319-5411, Fax: (916) 444-0410
email: lcarpenter@visitcalifornia.com
Karin Fish
Vice President of Operations and Industry Relations
Phone: (916) 319-5437, Fax: (916) 444-0410
email: kfish@visitcalifornia.com
Marketing Department
Lynn Carpenter
Vice President of Marketing
Phone: (916) 319-5411, Fax: (916) 444-0410
email: lcarpenter@visitcalifornia.com
Leona Reed
Senior Director of International Marketing
Phone: (916) 319-5434, Fax: (916) 444-0410
email: lreed@visitcalifornia.com
Antonette Eckert
Director of Asia Marketing
Phone: (916) 319-5405, Fax: (916) 444-0410
email: aeckert@visitcalifornia.com
Jennifer Jasper Montero
Director of Latin America/Canada/Australia Marketing
Phone: (916) 319-5428, Fax: (916) 444-0410
email: jmontero@visitcalifornia.com
Last Updated: April 24, 2012 Page 1 of 5

VISIT CALIFORNIA
Visit California STAFF
Marketing Department
Daniel Mishell
Director of Research
Phone: (916) 319-5413, Fax: (916) 444-0410
email: dmishell@visitcalifornia.com
Traci Ward
Director of Domestic Marketing
Phone: (916) 319-5423, Fax: (916) 444-0410
email: tward@visitcalifornia.com
Tia Hoang
Web Manager
Phone: (916) 327-3391, Fax: (916) 444-0410
email: thoang@visitcalifornia.com
Lilly Kimmelshue
Marketing Manager, Europe and India
Phone: (916) 319-5429, Fax: (916) 444-0410
email: lkimmelshue@visitcalifornia.com
Gwynne Spann
Content Manager
Phone: (916) 319-5414, Fax: (916) 444-0410
email: gspann@visitcalifornia.com
Lucas Himovitz
Content Coordinator
Phone: (916) 319-5436, Fax: (916) 444-0410
email: lhimovitz@visitcalifornia.com
Megan Losser
Marketing Coordinator
Phone: (916) 444-4429, Fax: (916) 444-0410
email: mlosser@visitcalifornia.com
Last Updated: April 24, 2012 Page 2 of 5

VISIT CALIFORNIA
Visit California STAFF
Communications Department
Shannon Brooks
International Public Relations Manager
Phone: (916) 444-4429, Fax: (916) 444-0410
email: sbrooks@visitcalifornia.com
Heather Hudson
Creative Services Manager
Phone: (916) 319-5408, Fax: (916) 444-0410
email: hhudson@visitcalifornia.com
Catherine Snapp
Communications Manager
Phone: (916) 319-5419, Fax: (916) 444-0410
email: csnapp@visitcalifornia.com
Jennifer Sweeney
Public Relations Manager
Phone: (916) 233-0255, Fax: (916) 444-0410
email: jsweeney@visitcalifornia.com
Rachel Veu
Media Relations Coordinator
Phone: (916) 319-5427, Fax: (916) 444-0410
email: rveu@visitcalifornia.com
Dillon Lyon
Communications Assistant
Phone: (916) 319-5407, Fax: (916) 444-0410
email: dlyon@visitcalifornia.com
Last Updated: April 24, 2012 Page 3 of 5

VISIT CALIFORNIA
Visit California STAFF
Operations Department
Karin Fish
Vice President of Operations and Industry Relations
Phone: (916) 319-5437, Fax: (916) 444-0410
email: kfish@visitcalifornia.com
Matthew Sabbatini
Senior Director - Finance, Human Resources & Information Technology
Phone: (916) 319-5401, Fax: (916) 233-0203
email: msabbatini@visitcalifornia.com
Troy A. Cantrell
Director of Information Technology
Phone: (916) 319-5432, Fax: (916) 444-0410
email: tcantrell@visitcalifornia.com
Michael Hudson
Web Development Manager, Consumer
Phone: (916) 319-5435, Fax: (916) 444-0410
email: mhudson@visitcalifornia.com
Rob Jacinto
Operations Manager
Phone: (916) 319-5431, Fax: (916) 444-0410
email: rjacinto@visitcalifornia.com
Timothy Lowery
Web Development Manager, B2B/Assessment
Phone: (916) 319-5439, Fax: (916) 444-0410
email: tlowery@visitcalifornia.com
Amber Luiz
Executive Manager & Commission Liaison
Phone: (916) 319-5430, Fax: (916) 319-5417
email: aluiz@visitcalifornia.com
Lauren Meyer
Meetings and Events Manager
Phone: (916) 319-5427, Fax: (916) 444-0410
email: lmeyer@visitcalifornia.com
Last Updated: April 24, 2012 Page 4 of 5

VISIT CALIFORNIA
Visit California STAFF
Operations Department
Bianca Valdez
Industry Relations Manager
Phone: (916) 319-5404, Fax: (916) 444-0410
email: bvaldez@visitcalifornia.com
Alma Aguirre
Accounting Coordinaor
Phone: (916) 319-5418, Fax: (916) 444-0410
email: aaguirre@visitcalifornia.com
Gohar Matevosyan
Industry Relations Coordinator
Phone: (916) 319-5437, Fax: (916) 444-0410
email: gohar@visitcalifornia.com
Will Peterson
Helpdesk Support
Phone: (916) 319-5416, Fax: (916) 444-0410
email: wpeterson@visitcalifornia.com
Debi Robarts
Operations Coordinator
Phone: (916) 319-5404, Fax: (916) 444-0410
email: drobarts@visitcalifornia.com
Emmalee Danielsen
Operations Assistant
Phone: (916) 233-0260, Fax: (916) 444-0410
email: edanielsen@visitcalifornia.com
Lana Kras
Executive Assistant
Phone: (916) 233-0243, Fax: (916) 444-0410
email: lkras@visitcalifornia.com
Tangee Laird
Visitor Information and Receptionist
Phone: (916) 444-4429, Fax: (916) 444-0410
email: tlaird@visitcalifornia.com
Last Updated: April 24, 2012 Page 5 of 5

VISIT CALIFORNIA
California Division of Tourism
Staff
Cris McLucas
Tourism Assessment Program Manager
Phone: (916) 322-1266, Fax: (916) 322-3402
email: cmclucas@tourism.ca.gov
Wendy Arzaga-Messersmith
Tourism Assessment Analyst
Phone: (916) 322-1266, Fax: (916) 322-3402
email: warzaga@tourism.ca.gov
Michelle Betz
Tourism Assessment Analyst
Phone: (916) 322-1266, Fax: (916) 322-3402
email: mbetz@tourism.ca.gov
Sophia Thompson
Tourism Assessment Analyst
Phone: (916) 322-1266, Fax: (916) 322-3402
email: sthompson@tourism.ca.gov
Tiffany Tyler
Welcome Center Analyst
Phone: (916) 223-0261, Fax: (916) 322-3402
email: ttyler@visitcalifornia.com
Valerie Pratt
Office Technician
Phone: (916) 322-1266, Fax: (916) 322-3402
email: vpratt@tourism.ca.gov
Last Updated: April 13, 2012 Page 1 of 1

VISIT CALIFORNIA
Visit California Representatives
Industry Relations Representatives
Amy R. Blaschka
Industry Relations Representative - San Francisco/Bay Area
(925) 413-1150
ablaschka@visitcalifornia.com
Rebecca Almanza
Industry Relations Representative - Southern CA District
(310) 237-5315
ralmanza@visitcalifornia.com
Kelly Yang
Industry Relations Representative - Los Angeles District
(213) 596-9366
kyang@visitcalifornia.com
Nichole Farley
Industry Relations Representative - Northern CA District
(916) 316-6066
nfarley@visitcalifornia.com
Jonelle Tannahill
Industry Relations Representative - National
(916) 833-7807
jtannahill@visitcalifornia.com
Last Updated: April 16, 2012 Page 1 of 1
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