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Table of Contents05 MINUTES
17 PAID MEDIA
21 OWNED MEDIA
27 EARNED MEDIA
35 TRAVEL TRADE
41 ENGAGEMENT & PUBLIC AFFAIRS46 Industry Communications
47 RESOURCES
Introduction 1
From the CEODear Board Members,
San Diego’s thriving tourism economy makes an inspiring backdrop for our
Winter Board Meeting, where we will discuss a vision for California’s tourism
industry for the next six years. The industry’s resounding approval of the
Visit California Marketing Renewal is a mandate to continue promoting
California to the world.
Key topics include:
• 2019 Marketing Renewal: Review insights from the vote in favor of extending Visit California’s program of work through 2025.
• International offices: The Managing Directors of our 13 international offices, plus pilot programs in the Middle East, deliver in-market insights and explain how these should inform Visit California’s global vision.
• Dream Big 2.0: Dive into the strategic framework for the proposed Visit California FY20-22 marketing plan, including the evolution of the Dream Big platform.
• Sustainability: Review the Destination Stewardship and Sustainable Travel strategic framework, developed with input from our interactive session at the 2019 Fall Board Meeting.
Thank you as always for your leadership. I look forward to seeing you
in San Diego.
Dream Big!
Caroline BetetaPresident & CEO Visit California
2 Visit California | WINTER BOARD MEETING
Referendum
Visit California Marketing Renewal ApprovedThe industry voted to renew Visit California’s global marketing
program. The renewal passed with 95% of votes in favor — the
highest approval rating since inception, among the largest
pool of voting stakeholders to date.
Passenger car rental
Accommodations
Restaurants & Retail
Attractions
Transportation & Travel services
All industry segments voted in favor
All 12 geographic tourism regions voted in favor
95% approval
2 01 9
84% approval
2 0 0191%
approval
2 0 0793%
approval
2 013
Central Coast
Central Valley
Desert
Gold Country
High Sierra
Inland Empire
Los Angeles County
North Coast
Orange County
San Diego County
San Francisco Bay Area
Shasta Cascade
Introduction 3
KIMBERLY ADAMS Visit Temecula Valley
LAURIE BAKERShasta Cascade Wonderland Association
PAULA BECKAvis Budget Group, Inc.
TONY BRUNOGreat Wolf Lodge Southern California
GARY BUFFOPure Luxury Transportation
JIM BURBABurba Hotel Network
TED BURKE Shadowbrook Restaurant
JAY BURRESSVisit Anaheim
ANTHONY CANNELLANorthStar Engineering Group, Inc.
KEVIN CARROLLHotel Council of San Francisco
MARIANN CASTELLOScomas Restaurant
CAROL CHAPLINLake Tahoe Visitors Authority
JASON CLARKE Enterprise Rent-A-Car of Sacramento, LLC
JOT CONDIECalifornia Restaurant Association
BILL COTTRILLLake Tahoe Resort Hotel
RUSS COXSheraton Universal Hotel
JOSH D’AMAROWalt Disney Resorts
CHUCK DAVISON Visit SLO CAL
ROGER DOW U.S. Travel Association
MICHAEL DUNNEHilton Worldwide
MARK EVERTONVisit Oakland
KEVIN FATFat Family Restaurant Group
SANDRA FLETCHER Simco Restaurant Group
LAYLA FORSTEDTFresno/Clovis CVB
MIKE FREED Passport Resorts
ED FULLEROrange County Visitors Association
MIKE GALLAGHERCityPass, Inc.
LINSEY GALLAGHER Visit Napa Valley
ROBERT GLEASONEvans Hotels
DAN GORDONGordon Biersch
RUSTY GREGORYAlterra Mountain Company
ERIN GUERREROCalifornia Attractions and Parks Association
DAN HARVEYThe Hertz Corporation
KAREN IRWINUniversal Studios Hollywood
MAGGIE IVYVisit Santa Cruz County
JAY JAMISONPismo Coast Village RV Resort
KATHY JANEGA-DYKESVisit Santa Barbara
CHRISTOPHER KANDZIORAOjai Valley Inn & Spa
DYANA KELLEYCalifornia Association of RV Parks and Campgrounds
JOHN KELLIHERGrapeline Wine Tours
BRIAN KINGMarriott International
KAROLYN KIRCHGESLERTeam San Jose
GREG KNOELLHilton Garden Inn Redding
ROBERT KOCHWine Institute
JOHN LAMBETH Civitas
NOREEN MARTINMartin Resorts, Inc.
CRAIG MARTINLe Meridien San Francisco
ROSEMARY MCCORMICKShop America Alliance
JORDAN MEISNERHyatt Hotels & Resorts
LENNY MENDONCAGovernor’s Office of Business and Economic Development
RACHEL MICHELIN California Retailers Association
LYNN MOHRFELDCalifornia Hotel and Lodging Association
SHELLY MORANVILLE Residence Inn By Marriott - Sacramento At Capitol Park
SANDY MURPHYThe Beverly Hilton
BARB NEWTONCalifornia Travel Association
OFFER NISSENBAUMThe Peninsula Beverly Hills
SIMA PATELRidgemont Hospitality
KATHY PAVERPier 39
JOHN PORTER Benbow Inn & Resort
ANNA MARIE PRESUTTIHotel Nikko
MICHAEL REITZELLCalifornia Ski Industry Association
WES RHEACentral Valley Tourism Association
KARL RICE Santa Cruz Seaside Co
PETER RONCHETTILegoland California Resort
BERTIN SALAS Simco Group/Cova Hotels
RHONDA SALISBURYVisit Yosemite | Madera County
PAUL SANFORD Wincome Hospitality
TRAVIS SCOTTVisit Mendocino County
JEFF SENIORKSL Resorts
KEVIN SHELTONYosemite Management Group, LLC (Yosemite Resorts)
BOBBIE SINGH-ALLENCalifornia Lodging Industry Association
BRUCE SPANGLERHoldiay Inn Express Oroville
BARBARA STEINFELDVisit Tri-Valley
JOE TERZISan Diego Tourism Authority
MIKE TESTAVisit Sacramento
CHRIS THOMPSONBrand USA
PAUL TORMEY Fairmont Hotels & Resorts / Accor Hotels
JOHN URDIMammoth Lakes Tourism
CLAUDIA VECCHIOSonoma County Tourism
BENJAMIN WEBSTERLittler Mendelson PC
SCOTT WHITEGreater Palm Springs Convention & Visitors Bureau
JOHNATHAN WHITEHEADNorthwest Hotel Corp
ERNEST WOODEN JR.Los Angeles Tourism & Convention Board
GENE ZANGERCasa De Fruta Parkway, LLC
Referendum Task Force
CO-CHAIRS
JAMES BERMINGHAMMontage International
JOE D’ALESSANDROSan Francisco Travel Association
Minutes2019 Fall Board Meeting Minutes
2019 Fall Marketing Advisory Committee MinutesOct. 11, 2019, Santa Barbara, California
COMMISSION MEETING MINUTES California Travel and Tourism Commission – Oct. 11, 2019 – Rosewood Miramar Beach Hotel
1
CALL TO ORDER The California Travel and Tourism Commission (CTTC) Meeting was held in The Rosewood Miramar Beach Hotel in Montecito, California at 8:38 a.m. PST on Oct. 11, 2019 with Chair James Bermingham presiding. Attendance
Commissioner Roll Call Commissioner Roll Call Beck, Paula (Vice Chair)
Present Kelliher, John Present
Bermingham, James (Chair)
Present King, Brian Absent
Buffo, Gary Present Klein, Tom Absent Burba, Jim Present MacRae, Terry Absent Cannella, Anthony Absent Martin, Noreen Absent Clarke, Jason Present Meisner, Jordan Absent Cox, Russ Present Mendonca, Lenny Absent D’Alessandro, Joe Present Patel, Sima Present D’Amaro, Josh Absent Ronchetti, Peter Absent Dunne, Michael Absent Schuster, Carl Absent Fat, Kevin Absent Singh-Allen, Bobbie Present Gleason, Robert Absent Tormey, Paul Absent Gordon, Dan (Chief Fiscal Officer)
Present Webster, Benjamin Present
Harvey, Dan Present Wooden, Ernest Present Irwin, Karen Absent Zanger, Gene
(Vice Chair) Present
Motion made by Commissioner Buffo to approve the Commission Meeting minutes from the May 17, 2019 meeting. Seconded by Commissioner Singh-Allen. Motion approved.
Commissioner Vote
(Y/N/A) Commissioner Vote
(Y/N/A) Beck, Paula (Vice Chair)
Y Harvey, Dan Y
Bermingham, James (Chair)
Y Kelliher, John A
Buffo, Gary Y Patel, Sima Y Burba, Jim Y Singh-Allen, Bobbie Y Clarke, Jason Y Webster, Benjamin A Cox, Russ Y Wooden, Ernest Y D’Alessandro, Joe Y Zanger, Gene
(Vice Chair) Y
Gordon, Dan (Chief Fiscal Officer)
Y
6 Visit California | WINTER BOARD MEETING
COMMISSION MEETING MINUTES California Travel and Tourism Commission – Oct. 11, 2019 – Rosewood Miramar Beach Hotel
2
CHAIR WELCOME AND OPENING REMARKS Chair Bermingham outlined the meeting agenda highlights including:
• An important interactive discussion around Visit California’s role in stewardship • Introducing and electing new board members • Reviewing the FY18/19 audited financials • Voting on market reallocations to address economic conditions
Chair Bermingham also gave an update on IPW in Anaheim and Visit California’s continued efforts in the Middle East. CEO REPORT Visit California President & CEO Caroline Beteta reported on the success of California’s tourism industry and provided updates on current and upcoming activities including:
a) National Perspective on Tourism and the Economy i. California Real ID
b) State Perspective on Tourism and the Economy c) Current Commission operations, action items and priorities
i. Governor’s Transition Update i. El Salvador ii. Lieutenant Governor’s Mexico Mission
ii. Year in Review iii. Marketing Renewal Update
Beteta then showed a video, “Visit California At Work”, which highlights program updates and metrics for May-Sept. 2019.
GUEST SPEAKER Tom Ross, Partner at Meridian Pacific presented an update on the Marketing Renewal to the commission. NOMINATING COMMITTEE UPDATE Vice Chair Beck reported on the new commission appointments. Vice Chair Beck opened the floor for discussion, consideration and vote on the following candidate to fill an accommodations vacancy on the board.
• Peter Clarke, Vice President of Operations for the West Coast for InterContinental Hotels Group.
Motion made by Commissioner Cox to recommend Peter Clarke to serve on Visit California’s board under the accommodations segment. Seconded by Commissioner Wooden. Motion approved.
Minutes 7
COMMISSION MEETING MINUTES California Travel and Tourism Commission – Oct. 11, 2019 – Rosewood Miramar Beach Hotel
3
Commissioner Vote
(Y/N/A) Commissioner Vote
(Y/N/A) Beck, Paula (Vice Chair)
Y Harvey, Dan Y
Bermingham, James (Chair)
Y Kelliher, John Y
Buffo, Gary Y Patel, Sima Y Burba, Jim Y Singh-Allen, Bobbie Y Clarke, Jason Y Webster, Benjamin Y Cox, Russ Y Wooden, Ernest Y D’Alessandro, Joe Y Zanger, Gene
(Vice Chair) Y
Gordon, Dan (Chief Fiscal Officer)
Y
Vice Chair Beck opened the floor for discussion, consideration and vote on the following candidate to fill an attractions vacancy on the board.
• Pete Sonntag, Senior Vice President of Mountain Division for Vail Resorts. Motion made by Commissioner D’Alessandro to recommend Pete Sonntag to serve on Visit California’s board under the attractions segment. Seconded by Commissioner Kelliher. Motion approved.
Commissioner Vote
(Y/N/A) Commissioner Vote
(Y/N/A) Beck, Paula (Vice Chair)
Y Harvey, Dan Y
Bermingham, James (Chair)
Y Kelliher, John Y
Buffo, Gary Y Patel, Sima Y Burba, Jim Y Singh-Allen, Bobbie Y Clarke, Jason Y Webster, Benjamin Y Cox, Russ
Y Wooden, Ernest Y
D’Alessandro, Joe Y Zanger, Gene (Vice Chair)
Y
Gordon, Dan (Chief Fiscal Officer)
Y
8 Visit California | WINTER BOARD MEETING
COMMISSION MEETING MINUTES California Travel and Tourism Commission – Oct. 11, 2019 – Rosewood Miramar Beach Hotel
4
PUBLIC AFFAIRS / WHY TRAVEL MATTERS Vice Chair Beck gave an update on Public Affairs priorities including the following:
a. Workforce Development Month FINANCIAL REPORT Chair Bermingham asked Chief Fiscal Officer Dan Gordon to give an overview of Visit California’s recent financials and audit report. Ed Fahey from RINA Accountancy presented the reviewed audited financial statements through June 30, 2019. Visit California Chief Operating Officer Matthew Sabbatini reported on budget variances through June 30, 2019. Motion made by Commissioner Webster to approve the June 30, 2019 Audited Financial Statements. Seconded by Commissioner D’Alessandro. Motion unanimously approved.
Commissioner Vote
(Y/N/A) Commissioner Vote
(Y/N/A) Beck, Paula (Vice Chair)
Y Harvey, Dan Y
Bermingham, James (Chair)
Y Kelliher, John Y
Buffo, Gary Y Patel, Sima Y Burba, Jim Y Singh-Allen, Bobbie Y Clarke, Jason Y Webster, Benjamin Y Cox, Russ Y Wooden, Ernest Y D’Alessandro, Joe Y Zanger, Gene
(Vice Chair) Y
Gordon, Dan (Chief Fiscal Officer)
Y
Visit California Chief Operating Officer Matthew Sabbatini reported on the budget to actuals for the first two months of fiscal year 19/20. DESTINATION STEWARDSHIP AND RESPONSIBLE TRAVEL Beteta gave an update on Visit California’s destination stewardship plan. Beteta then handed it over to the Coraggio Group to walk the Commission though an interactive workshop.
Minutes 9
COMMISSION MEETING MINUTES California Travel and Tourism Commission – Oct. 11, 2019 – Rosewood Miramar Beach Hotel
5
MARKET REALLOCATION Chair Bermingham called for a vote for the market reallocation based on the media scenarios reviewed by Beteta. Motion made by Commissioner Cox to approve the recommendation for market reallocation. Seconded by Commissioner Kelliher. Motion unanimously approved.
Commissioner Vote
(Y/N/A) Commissioner Vote
(Y/N/A) Beck, Paula (Vice Chair)
Y Harvey, Dan Y
Bermingham, James (Chair)
Y Kelliher, John Y
Buffo, Gary Y Patel, Sima Y Burba, Jim Y Singh-Allen, Bobbie Y Clarke, Jason Y Webster, Benjamin Y Cox, Russ Y Wooden, Ernest Y D’Alessandro, Joe Y Zanger, Gene
(Vice Chair) Y
Gordon, Dan (Chief Fiscal Officer)
Y
OTHER MATTERS Chair Bermingham presented on the upcoming board meetings/events and opened the floor up for other matters. There were none. AGENDA ITEMS FOR FUTURE MEETINGS Chair Bermingham opened the floor up for future agenda items.
• Commissioner Kelliher asked that an update on Shared Economies be added to the Winter Board Meeting Agenda.
PUBLIC COMMENT Chair Bermingham opened the floor up for public comment. There were no public comments.
10 Visit California | WINTER BOARD MEETING
COMMISSION MEETING MINUTES California Travel and Tourism Commission – Oct. 11, 2019 – Rosewood Miramar Beach Hotel
6
ADJOURNMENT Motion by Commissioner D’Alessandro to adjourn the Commission Meeting. Seconded by Commissioner Singh-Allen. Motion unanimously approved.
Commissioner Vote
(Y/N/A) Commissioner Vote
(Y/N/A) Beck, Paula (Vice Chair)
Y Harvey, Dan Y
Bermingham, James (Chair)
Y Kelliher, John Y
Buffo, Gary Y Patel, Sima Y Burba, Jim Y Singh-Allen, Bobbie Y Clarke, Jason Y Webster, Benjamin Y Cox, Russ Y Wooden, Ernest Y D’Alessandro, Joe Y Zanger, Gene
(Vice Chair) Y
Gordon, Dan (Chief Fiscal Officer)
Y
Meeting was adjourned at 12:58 p.m., Oct. 11, 2019
Minutes 11
MARKETING ADVISORY COMMITTEE MEETING MINUTES California Travel and Tourism Commission – Oct. 11, 2019 – Rosewood Miramar Beach Hotel
CALL TO ORDER The California Travel and Tourism Commission (CTTC) Marketing Advisory Committee Meeting was held in The Rosewood Miramar Beach Hotel in Montecito, California at 11:08 a.m. PST on Oct. 11, 2019 with Vice Chair Zanger presiding. Attendance
Marketing Advisory Committee Roll Call
Marketing Advisory Committee Roll Call
Adams, Kimberly Absent Klein, Tom Absent Andrews, Stephen Absent King, Brian Absent Baker, Laurie Absent MacRae, Terry Absent Beck, Paula (Vice Chair)
Present Mandeville, Diane Present
Bermingham, James (Chair)
Present Martin, Noreen Absent
Bruinzeel, Susan Present McAlea, Mary Ann Absent Buffo, Gary Present Meisner, Jordan Absent Burba, Jim Present Mendonca, Lenny Absent Burress, Jay Absent Miller, David Absent Cannella, Anthony Absent Miller, Kelly Absent Clarke, Jason Present O’Keefe, Rob Present Cox, Russ Present Orfield, Gary Absent D’Alessandro, Joe Present Patel, Sima Present D’Amaro, Josh Absent Paver, Kathy Absent Davison, Chuck Present Pickett, Howard Present Dunne, Michael Present Rhea, Wes Absent Eley, Candice Absent Ronchetti, Peter Absent Fat, Kevin Absent Schuster, Carl Absent Fernandes, Agnelo Absent Senior, Jeff Absent Fuller, Ed Present Sherwin, Gary Absent Gallagher, Mike Present Singh-Allen, Bobbie Present Gleason, Robert Absent Smits, Kathy Absent Gordon, Dan (Chief Fiscal Officer)
Absent Terzi, Joe Absent
Harris, Charles Absent Testa, Mike Absent Harvey, Dan Present Tormey, Paul Absent Horvath, Christine Absent Urdi, John Absent Irwin, Karen Absent Vecchio, Claudia Absent Janega-Dykes, Kathy Present Wagner, Julie Absent Kapich, Kerri Absent Webster, Benjamin Present Kelliher, John Present White, Scott Absent Kern, Misti Present Wooden, Jr., Ernest Present Kiely, Tom Absent Zanger, Gene
(Vice Chair) Present
12 Visit California | WINTER BOARD MEETING
MARKETING ADVISORY COMMITTEE MEETING MINUTES California Travel and Tourism Commission – Oct. 11, 2019 – Rosewood Miramar Beach Hotel
Motion made by Kathy Janega-Dykes to approve the Marketing Advisory Committee minutes from the May 17, 2019 meeting. Seconded by Ed Fuller. Motion approved.
Marketing Advisory Committee
Vote (Y/N/A)
Marketing Advisory Committee
Vote (Y/N/A)
Beck, Paula (Vice Chair)
Y Harvey, Dan Y
Bermingham, James (Chair)
Y Janega-Dykes, Kathy Y
Bruinzeel, Susan Y Kelliher, John Y Buffo, Gary Y Kern, Misti Y Burba, Jim Y Mandeville, Diane Y Clarke, Jason Y O’Keefe, Rob Y Cox, Russ Y Patel, Sima Y D’Alessandro, Joe Y Pickett, Howard Y Davison, Chuck Y Singh-Allen, Bobbie Y Dunne, Michael Y Webster, Benjamin A Fuller, Ed Y Wooden, Jr., Ernest Y Gallagher, Mike Y Zanger, Gene
(Vice Chair) Y
VICE CHAIR OPENING REMARKS Vice Chair Zanger discussed domestic media shifts to protect against a potential market softening and to maintain positive return on advertising spend results. Vice Chair Zanger gave an update on Visit California’s industry committee meetings. CEO MARKETING REPORT Visit California President & CEO Caroline Beteta reported on key marketing activations. She provided updates on current and upcoming initiatives including:
a) New TV Creative b) China Media c) Consumer Website Migration d) California Surfing Day e) 2020-2022 Marketing Plan Update
Minutes 13
MARKETING ADVISORY COMMITTEE MEETING MINUTES California Travel and Tourism Commission – Oct. 11, 2019 – Rosewood Miramar Beach Hotel
FY 19/20 PROGRAM OF WORK UPDATE Visit California Chief Operating Officer Matthew Sabbatini, Vice President of Marketing Lynn Carpenter, Visit California Vice President of Communications Ryan Becker and Visit California Associate Vice President of Global Marketing Leona Reed provided updates on the FY19/20 program of work. Visit California Vice President of Marketing Lynn Carpenter gave an update on Visit California’s TV creative and an update on global media spend. Visit California Associate Vice President of Global Marketing Leona Reed gave an update on international priorities, specifically on India, China and Australia. She also gave an update on international airlift. Visit California Vice President of Communications Ryan Becker presented on Global Public Relations and Communications. Becker gave an update on the global earned media strategy and current media results. He also gave an update on PR measurement migration. Chief Operating Officer Matthew Sabbatini gave an update on the California Welcome Centers, specifically he discussed the new CBX Welcome Center. MARKET REALLOCATION Beteta gave an overview of the recommendation for market reallocation to respond to the softening economy. Vice Chair Zanger called for a vote for the recommended market reallocation. Motion made by Commissioner Wooden to approve the recommendation for market reallocation. Seconded by Commissioner Singh-Allen. Motion unanimously approved.
Marketing Advisory Committee
Vote (Y/N/A)
Marketing Advisory Committee
Vote (Y/N/A)
Beck, Paula (Vice Chair)
Y Harvey, Dan Y
Bermingham, James (Chair)
Y Janega-Dykes, Kathy Y
Bruinzeel, Susan Y Kelliher, John Y Buffo, Gary Y Kern, Misti Y Burba, Jim Y Mandeville, Diane Y Clarke, Jason Y O’Keefe, Rob Y Cox, Russ Y Patel, Sima Y D’Alessandro, Joe Y Pickett, Howard Y Davison, Chuck Y Singh-Allen, Bobbie Y Dunne, Michael Y Webster, Benjamin Y Fuller, Ed Y Wooden, Jr., Ernest Y Gallagher, Mike Y Zanger, Gene
(Vice Chair) Y
14 Visit California | WINTER BOARD MEETING
MARKETING ADVISORY COMMITTEE MEETING MINUTES California Travel and Tourism Commission – Oct. 11, 2019 – Rosewood Miramar Beach Hotel
AGENDA ITEMS FOR FUTURE MEETINGS Vice Chair Zanger opened the floor up for future agenda items. There were none. PUBLIC COMMENT Vice Chair Zanger opened the floor up for public comment. There were no public comments. ADJOURNMENT Motion made by Commissioner Singh-Allen to adjourn the Marketing Advisory Committee Meeting. Seconded by Misti Kerns. Motion unanimously approved.
Marketing Advisory Committee
Vote (Y/N/A)
Marketing Advisory Committee
Vote (Y/N/A)
Beck, Paula (Vice Chair)
Y Harvey, Dan Y
Bermingham, James (Chair)
Y Janega-Dykes, Kathy Y
Bruinzeel, Susan Y Kelliher, John Y Buffo, Gary Y Kern, Misti Y Burba, Jim Y Mandeville, Diane Y Clarke, Jason Y O’Keefe, Rob Y Cox, Russ Y Patel, Sima Y D’Alessandro, Joe Y Pickett, Howard Y Davison, Chuck Y Singh-Allen, Bobbie Y Dunne, Michael Y Webster, Benjamin Y Fuller, Ed Y Wooden, Jr., Ernest Y Gallagher, Mike Y Zanger, Gene
(Vice Chair) Y
Meeting was adjourned at 12:21 p.m., Oct. 11, 2019
Minutes 15
With a broad range of activity across a growing number of markets, Visit California’s consumer marketing program of work is intended to fuel inspiration and desire for California and its travel experience worldwide. In concert with owned and earned media activity, paid media channels reach designated target audiences to provide optimal ROI for the industry’s investment.
P R O G R A M S U M M A R Y
Paid Media
18 Visit California | WINTER BOARD MEETING
Global brand impressions
962 million$4.4 million investment
Oct. 1, 2019 – Jan. 31, 2020
Global Brand Investments & Results | Oct. 1, 2019 – Jan. 31, 2020
Australia$146,000 investment49.5 million impressions
Canada$475,200 investment83.6 million impressions
China$323,600 investment70.9 million impressions
Mexico$128,000 investment100.6 million impressions
United Kingdom$383,000 investment62.1 million impressions
United States$2.7 million investment309.7 million impressions
TIER 1
TIER 2
Brazil$28,300 investment1.2 million impressions
France$24,800 investment286,900 impressions
Germany$25,700 investment340,600 impressions
India$39,400 investment69.1 million impressions
Japan$47,500 investment90.2 million impressions
South Korea$35,000 investment124 million impressions
Brand Campaign Updates | Oct. 1, 2019 – Jan. 31, 2020
‘Jonny Moseley’s Wildest Dreams’
112 millionimpressions
37.9 millionimpressions
$1.71 millioninvestment
$241,400investment
39.3 millionimpressions
$151,100investment
2 new videos
Paid Media 19
‘Parents Love It’ and ‘Spoiled’
The popular global spots continued to run online to
maximize exposure within top viewing environ-
ments. To stay up to date on the most buzzworthy
attractions in the golden state, new scenes were
filmed for “Parents Love It” at Universal Studios
Hollywood and Disneyland Resort to spotlight their
newest offerings, Jurassic World and Star Wars:
Galaxy’s Edge. The refreshed spot will launch in
Spring 2020.
9.8 millionvideo views
‘Catch the Winter Wave’
Visit California invited travelers to experience why winter in the Golden
State is different with the launch of the annual snow campaign, “Catch
the Winter Wave” in October 2019. The annual campaign continues to
inspire visitors to embrace California’s surf culture in the mountains and
is anchored by paid media activity in the U.S. market, with support from
Visit California’s own robust owned channels and an earned media
program. The target audience this year has shifted to focus on millennials
with kids and to promote off-mountain activities for the whole family,
targeting long-haul mid-week travelers as well as spring skiing.
Visit California kicked off the winter season with a rush of adrenaline and
a dash of humor with new snow-themed episodes of the popular outdoor
series “Jonny Moseley’s Wildest Dreams” which aired in the U.S., Canada,
U.K. and Australia. Jonny headed out to the Lost Sierra in Plumas County
to film the episodes “SnowMoto!” and “Longboard!” where he learns to
navigate the winter terrain on a snowmoto bike and master the world’s
oldest downhill ski sport on 15-foot skis.
Plumas county
Big Bear, Lake Tahoe, Mammoth Lakes
8.3 millionimpressions
$100,000investment
#ShopLoCAL
20 Visit California | WINTER BOARD MEETING
Australia43.3 million impressions$87,800 investment
France286,900 impressions$24,800 investment
United Kingdom34.6 million impressions$80,100 investment
Japan90.2 million impressions$47,500 investment
Canada37.2 million impressions$92,000 investment
United States102.1 million impressions$223,900 investment
China65.9 million impressions$298,600 investment
Brazil1.2 million impressions$28,300 investment
Germany340,600 impressions$25,700 investment
South Korea124 million impressions$35,000 investment
Mexico100.6 million impressions$128,000 investment
‘Always On’ Digital Campaigns | Oct. 1, 2019 – Jan. 31, 2020
In an effort to drive shopping at California retailers
following the impact of the Public Safety Power Shutoffs in
Fall 2019, Visit California launched #ShopLoCAL, a digital
campaign to encourage travelers who had trips booked to
do their holiday shopping at retailers in the Golden State.
Custom graphics and hashtags were created and deployed
across paid and owned channels and a digital toolkit was
developed to give industry members an opportunity to
share on their own channels.
P R O G R A M S U M M A R Y
Visit California’s owned media content is designed to inspire consumers and influence destination selection through a mix of enticing and informational content. From its global suite of websites to print publications, social media channels, email marketing, as well as the California Now blog and podcast, this comprehensive owned landscape works in tandem with integrated efforts to reach potential travelers.
Owned Media
22 Visit California | WINTER BOARD MEETING
In line with Visit California’s road trip initiative, visitors can find all of the locations featured in the “Born to be Wild” digital campaign on VisitCalifornia.com and enjoy itineraries for the ultimate California adventure.
To support wildfire recovery efforts, the Travel Updates page was refreshed to include recovery messaging.
Content was developed to encourage travelers to enjoy all that California’s winter has to offer.
Following the opening of the CBX Welcome Center, content was created to further promote the popular gateway between California and Mexico.
71 new content pieces
4.6 million users
5.9 million sessions
7.6 million pageviews
1.95 million total partner handoffs
Global Traffic on Visit California Websites | Oct. 1, 2019 – Jan. 31, 2020
visitcalifornia.com/now
Owned Media 23
Oct. 1, 2019 – Jan. 31, 2020
The biweekly California Now Podcast hosted guests
like Curtis Stone, Jonny Moseley, Travel + Leisure
Editor in Chief Jacqui Gifford, U.K. podcaster Emma
Gannon etc. Highlights include a “Skiing and
Boarding” episode aligned with “Catch the Winter
Wave,” popular attractions, such as the San Diego
Zoo and LEGOLAND California, and a special
episode focusing on Sonoma County to assist in
crisis recovery efforts.
• 8 new episodes
• 25,000 downloads/listens
• 56 min avg listen time (+12% YOY) per device (iTunes)
• 80 countries reached
• 23,000 partner handoffs (+35% YOY)
The California Now lifestyle news site
continues to be a staple in Visit California’s
“Always On” content creation and distribution
ecosystem. Events were highlighted such as
the opening of Star Wars: Galaxy’s Edge at
Disneyland Resort™ and Jurassic World at
Universal Studios Hollywood™ as well as
numerous festivals and events that took place
across the Golden State. Additionally, content
was deployed to inform travelers about
wildfires and Public Safety Power Shutoffs
(PSPS) that could impact travel plans. Once
the crisis had passed, galleries were created
with real time user generated content to
combat misconceptions surrounding crisis
impacted areas.
Lifestyle News Site
Podcast
• 72 original content pieces
• 895,000 pageviews
• 92,300 partner handoffs
24 Visit California | WINTER BOARD MEETING
United StatesEngagements: 44,000Impressions: 3 million
CanadaEngagements: 3,000Impressions: 302,700
United KingdomEngagements: 13,500Impressions: 999,800
AustraliaEngagements: 7,100Impressions: 581,900
MexicoEngagements: 40,800Impressions: 2.3 million
BrazilEngagements: 19,200Impressions: 426,600
Social Media | Oct. 1, 2019 – Jan. 31, 2020
INSTAGRAM (515,700 FOLLOWERS)Engagements: 439,700Impressions: 8.6 million
SINA WEIBO (CHINA)(281,000 FOLLOWERS)Engagements: 9,000Impressions: 12.7 million
PINTEREST (11,700 FOLLOWERS)Engagements: 960Impressions: 609,200
WECHAT (18,000 FOLLOWERS)
FACEBOOK (1.9 MILLION TOTAL FOLLOWERS)
TWITTER (99,900 FOLLOWERS)Engagements: 8,600Impressions: 1.4 million
YOUTUBE(29,200 SUBSCRIBERS)Video Views: 30.3 million
JapanEngagements: 28,300Impressions: 397,900
FranceEngagements: 11,100Impressions: 500,800
South KoreaEngagements: 3,500Impressions: 169,200
GermanyEngagements: 6,700Impressions: 454,800
IndiaEngagements: 1,700Impressions: 114,800
ItalyEngagements: 3,900Impressions: 96,700
ScandinaviaEngagements: 430Impressions: 19,600
Total Social Following: 2.8 millionTotal Impressions: 32.8 million
Total Reach: 14.7 millionTotal Engagement: 647,400
New Social Media Markets
In order to capitalize
on a active social audience
that account for 82%
of all internet users, Visit
California launched its
Scandinavia Facebook
page in Denmark, Sweden,
Norway, and Finland.
Healdsburg, Sonoma County
2020 Official
Vacation Map
visitcalifornia.com
Can’t-MissRestaurants
+157
V I S I T C A L I F O R N I A . C O M
2020 OFFICIAL VISITOR’S GUIDE
WHERE TO GO
NOWWINE COUNTRY
BEACHES
THEME PARKS
MOUNTAINS
DESERTS
HIDDEN GEMS
AND MORE!
STEVE MARTINSHARES HIS TAKE ON THE GOLDEN STATE
Owned Media 25
Visit California’s email marketing strategy continues to be one
of the most direct, efficient and cost-effective ways to reach
consumers. Direct-to-consumer e-newsletters regularly deliver
informative and entertaining updates that guide readers back
to VisitCalifornia.com and the California Now Blog, initiating
handoffs to industry partners and destinations. The program
distributes market specific content in Australia, Canada, Germany,
Mexico, the United Kingdom and the U.S.
Email Marketing | Oct. 1, 2019 – Jan. 31, 2020
California Visitor’s Guide & Official State Map
• 480,000 subscribers (6.7% increase YOY)
• 804,800 opens/14% open rate (21% increase YOY)
• 66,000 VisitCalifornia.com click-throughs
The 2020 California Visitor’s Guide was released, featuring entertainment legend Steve
Martin on the cover. The Hollywood legend embodies the California spirit from his early
days selling programs at Disneyland to his success in Hollywood as an actor and musician
and his most recent accomplishment, a newly released song titled “California.” The
200-page guide continues to be a source of inspiration for travelers where they will find
informative and entertaining articles such as “California Surf Culture: An A to Z Guide”
and “Choose Your Own Ultimate Snow Getaway,” as well as a guide to culinary road trips
featuring top chefs from around the state. New this year, the front of the guide show-
cases topical information on Sonoma County, recently opened Food Halls and
up-in-coming trends. Additionally, each regional section provides a QR code allowing
readers to learn more by directing them online.
• 500,000 circulation
California Welcome Centers | Oct. 1, 2019 – Jan. 31, 2020
ANDERSON
TRUCKEE
AUBURN
EL DORADOHILLSSANTA ROSA
SAN FRANCISCO
MAMMOTH LAKES
MERCEDGILROY
SALINAS
PISMO BEACH
BARSTOW
YUCCA VALLEYONTARIOLOS ANGELES
OCEANSIDECROSS BORDER XPRESS
SAN CLEMENTE
FAIRFIELD
RIDGECREST
TORRANCE
LEGEND
Exisiting Coming Soon
CALIFORNIAWELCOME
CENTER
26 Visit California | WINTER BOARD MEETING
Continued expansion of the California Welcome Center
network was announced in October 2019 with the forthcoming
additions of Fairfield, Torrance and Ridgecrest that all have
planned openings in 2020. California Welcome Centers
provide a key touchpoint with travelers throughout the Golden
State offering itinerary suggestions, unique experience
suggestions and more.
• 396,000 visitors
Fairfield
Ridgecrest
Torrance
New Locations Coming Soon
P R O G R A M S U M M A R Y
Visit California’s public relations efforts leverage both traditional media strategies and work with influencers to amplify the California experience around the world. Earned media is a leading strategy of Visit California’s global marketing efforts, boosting the state’s visibility through print, broadcast and social deployments, as well as marquee events and activations that shine a global spotlight on the Golden State.
Earned Media
28 Visit California | WINTER BOARD MEETING
1,062 placements
Key Media Placements | Oct. 1, 2019 – Jan. 31, 2020
Oct. 1, 2019 – Jan. 31, 2020
Global Impressions
1.1 billion
“20 activities that redefine California’s Luxury with Epic Experiences”
— Vogue Online (China)
“Six most beautiful wineries in Napa Valley”
— GQ
“From Basketball to Skate: Here’s how to enjoy California sports tourism”
— IG Online
“6 Hotel Pools in Los Angeles Worth Booking a Room For”
— Vogue (Australia)
Earned Media 29
Broadcast Highlights | Oct. 1, 2019 – Jan. 31, 2020
China
Shenzhen mobile TV & DV ChannelDuring a recent media event in China, Visit California worked with Aston Martin to provide an immersive driving experience to generate story-telling awareness
of California as the Road Trip Republic.
Destinations featured:Los Angeles, Monterey, San Luis Obispo, Santa Barbara
Japan United Kingdom
Travel Salad TV“TABI SALAD” is a 90-minute weekend travel-focused morning show. The show features an insider’s guide to destinations and continues to be highly influential in
setting trends for travel.
Destinations featured:Berkeley, Carmel, Death Valley, Lake Tahoe, Monterey, Napa, San Francisco, Sonoma, Yosemite
Tom Kerridge’s American Feast — UKTV Good FoodIn his new gourmet 10-part series, top chef Tom Kerridge travels coast to coast across America to find the country’s best kept food secrets, looking at California’s farm to fork movement, melting pot of cultures and
coastal cuisine.
Destinations featured:Mendocino, Oakland, Sacramento, Sonoma, Yolo County
France 5 TVHost Raphael de Casabianca visited Northern California to experience the inspiring landmarks that define the Golden State. Alongside two Michelin-starred chef Dominique Crenn he visited the iconic Ferry Building and Sonoma Valley before
finishing his trip in Yosemite.
Destinations featured:Alameda, Big Sur, San Francisco, Sonoma, Yosemite
France India
Autocar To highlight Northern California’s fantastic road trips and hidden gems, Autocar was hosted for seven filming days covering
various Northern California regions.
Destinations featured:Fort Bragg, Redwood National and State Parks, San Francisco
30 Visit California | WINTER BOARD MEETING
Influencers Hosted: 63 Total Potential Reach: 164 million
Influencer Campaigns | Oct. 1, 2019 – Jan. 31, 2020
Global Influencer Advisory Board Meeting and Post and Influencer trips Visit California’s Global Influencer Advisory
Board, comprised of eight content creators
from five countries, gathered in Palm
Springs in October 2019. Following two
days of discussions around the evolution
of consumer engagement, live content,
brand partnerships and SEO, the group
embarked on individual adventures
throughout Greater Palm Springs.
8 influencers
2.1 million total potential reach
Influencer Family Snow Campaign In late January, Visit California hosted
“Just Add Snow,” a multi-market
influencer program to showcase
winter in California and how easy it is
to add a snow getaway to a California
trip. The program included six families
from four markets, who enjoyed iconic
California vacation locations and
non-ski snow activities.
827,000 total potential reach
6 influencers
Earned Media 31
Featured Influencer Campaigns | Oct. 1, 2019 – Jan. 31, 2020
Canada China
California Ambassadors: Bella BucchiottiDec.8–13, 2019
To strengthen Visit California’s relationship with
Canadian influencers and create long-term
California ambassadors, Visit California Canada
is selecting influencers for year-long partner-
ships. The first ambassador, Bella Bucchiotti,
visited Southern California in December, this
was the first of two trips and a series of content
to post throughout the year.
246,000 total potential reach
Destinations visited: Greater Palm Springs, Inland Empire, Orange County
South Korea
California for FoodiesOct. 25–Nov. 1, 2019
In partnership with KEB Hana Card, one
of the top credit card companies in South
Korea, Visit California brought nine
influencers on a trip to Northern California
in late October to experience the region’s
diverse culinary offerings. Along with
social and traditional media coverage, the
project included ad exposure from Hana
Card showcasing California’s vibrant
culinary scene.
283,700 total potential reach
Destinations visited:Berkeley, Napa Valley, Sacramento, San Francisco
California InsidersDec. 8–17, 2019
During the California Insiders project, in
partnership with Sina Travel and Hertz, eight
influencers went on six California road trips.
The project served as a soft social activation
as part of a larger roll out of the Road Trip
Alliance, the in-market version of the ‘Road
Trip Republic’ in China.
150 million total potential reach
Destinations visited:Anaheim, Amador, Half Moon Bay, Los Angeles, Monterey, Napa, Palm Springs, Placer County, San Francisco, Santa Barbara, Santa Monica, Sacramento, Sonoma, Yosemite
United States
Road Trip Republic Influencer CampaignSeptember–November 2019
To draw further awareness to California’s
road trip offerings and the itineraries
found on the Road Trip Republic platform,
Visit California hosted eight influencer
trips between September and November.
The road trips showcased everything from
hidden beaches and taco treks to national
parks and family adventures.
5.1 million total potential reach
Destinations visited:Carmel-by-the-Sea, Costa Mesa, Dana Point, Death Valley, Fort Bragg, Half Moon Bay, Kings Canyon / Sequoia National Park, Humboldt County, Los Angeles, Marina del Rey, Mendocino, Monterey County, Oceanside, Redding, San Francisco, San Jose, Santa Barbara, Santa Cruz, San Diego, Shasta Cascade, Siskiyou County
32 Visit California | WINTER BOARD MEETING
Media events bring the California experience to destinations around
the world. In-market events highlight the Golden State’s offerings
and the latest state tourism developments.
Media Events | Oct. 1, 2019 – Jan. 31, 2020
Atlanta Media Boot CampNov. 5–7, 2019
Visit California’s fourth Experience California: Media Boot Camp event brought destination partners to Atlanta and Birmingham to meet with key media, influencers and editors in the region. The event included a series of immersive networking experiences in Atlanta, including speed-dating media sessions and a chef demonstration, along with a California-inspired lunch at the Meredith Food Studios in Birmingham, Alabama.
57 media and influencers
14 California delegates
New York City Media Mission 2020 & IMM USA 2020Jan. 21–24, 2019
A delegation of California
destination and attraction
partners journeyed to New York
in January to take part in Visit
California’s second annual New
York City Media Mission, including
the California Pavilion at IMM USA
2020. Additional events included
the Visit California-hosted
exclusive IMM Welcome Reception,
an influencer event with key
content creators and an editor’s
event at Meredith headquarters.
400+ media attendees
48 California delegates
California Foodie Tour Through GermanySept. 4, 2019, Nov. 27, 2019, Jan. 30, 2020
Through a series of culinary
events across the country, media
and influencers had the chance
to indulge in California cuisine
through intimate workshops and
events to further highlight the
new California Michelin Guide.
Additionally, a Thanksgiving-
themed event took place in
Hamburg inviting in-market
journalists to get a taste of the
U.S. tradition.
37 media
ILTM Media Track & France Media DaysDec. 4–5, 2019
Visit California and a delegation of destination partners traveled to France in December to showcase California’s laid-back luxury lifestyle and offerings at ILTM in Cannes. The final two days of the trip featured a series of media events in Paris, including a special event at Michelin headquarters in Boulogne Billancourt, attended by editors from the company’s signature guides.
50 media attendees
6 California delegates
Earned Media 33
California Restaurant Month
January marked the return of California Restaurant Month bringing together dozens of destinations and their top restaurants to shine a global spotlight on the Golden
State’s foodie finds. Strategic owned channel content and a comprehensive earned media approach amplified the messaging.
Three influencers were sent off on culinary adventures across 10 destinations to highlight restaurants and communities they visited.
Additionally, the popular Twitter Chat returned creating social buzz.
331 contributors
3,500 tweets
2.7 million reach
Market Name Destinations Media & Influencer Participants
Canada Visit California Culinary Road Trip
Los Angeles, Palm Desert, Palm Springs, Pasadena
Quench Magazine, @VancouverFoodie, @EatFamous, Ottawa Citizen
Germany Northern & Southern California
Carmel, Crescent City, Death Valley, Eureka, Healdsburg, Humboldt County, Kings Canyon/Sequoia National Park, Lake County, Lake Tahoe, Lassen, Mammoth Lakes, Mendocino, Merced, Oakland, Redding, San Francisco, San Jose, Santa Cruz, Santa Ynez, Shasta Lake, Siskiyou County, Sonoma, Yosemite
DuMont Reisewelt, America Journal
Japan Gateway & Road Trips Lodi, Marin County, San Francisco, Pinnacles National Park, San Jose, San Mateo, Sausalito, Silicon Valley, Stockton
Business Journal, Gendai Business, Ginger, Kateigaho.com, LINE Travel Japan, Precious.com
United States Rose Dommu, Out Magazine
Palm Springs, San Francisco, West Hollywood Out Magazine
Global Media Hosted: 89 Destinations Visited: 72
Press Trips | Oct. 1, 2019 – Jan. 31, 2020
40 participating destinations
Alameda
Berkeley
Butte County
Calistoga
Carmel-by- the-Sea
Concord
Conejo Valley
Cupertino
Downtown Alhambra
Downtown Sacramento
El Dorado County
Elk Grove
Greater Palm Springs
Julian
Los Angeles
Madera County
Mendocino County
Monterey
Napa Valley
Newport Beach
Oakland
Pasadena
Placer County
Rancho Cordova
San Diego
San Francisco
San Jose
Santa Maria Valley
Santa Monica
Santa Ynez Valley
SLO CAL
Sonoma
South Lake Tahoe
Stockton
Temecula Valley
Torrance
Tuolumne County
Twentynine Palms
Vacaville
Yosemite
Travel TradeP R O G R A M S U M M A R Y
Travel trade is a foundational audience Visit California targets to reach consumers, especially in key international markets where long-haul travel to California is still primarily booked through travel agencies, tour operators and airlines. Designed to inspire and educate to increase sales, travel trade marketing influences travel decisions and boosts the state’s visibility in packaged travel.
36 Visit California | WINTER BOARD MEETING
Marketing Activity MapTrade programs Visit California
led or participated in from
Oct. 1, 2019–Jan. 31, 2020.
263 California delegates participating in Visit California events
OCT. 1, 2019 – JAN. 31, 2020
BRAZILCalifornia Training DayOct. 9Festuris — Trade ShowNov. 9–10
MEXICORoad Trip product manager FAMOct. 21–26Best Day WorkshopCancun, GuadalajaraNov. 7, 12Connecta Trade ShowGuadalajaraNov. 22
CALIFORNIACanada Northern & Southern California Road Trip FAMsOct. 20–25
Travel Trade 37
6,700 Visit California meetings with global travel trade
OCT. 1, 2019 – JAN. 31, 2020
CHINAClub California
SessionHangzhou,
Central China, Beijing,
ShenzhenOct. 25–26, Nov. 15–16,
Dec. 24, Jan. 9–10
SOUTH KOREACA Star Training through Culinary “California Wine Night”Nov. 13
INDIAExplore
California Training Day
Bangalore, Ahmedabad
Oct. 16–17Visit California
India Sales Mission
Jan. 12–18
AUSTRALIAAustralia Travel Agent Influencer FAMNov. 13–19Helloworld/Viva Holidays USA Training DayDec. 2–4
GERMANYCA SuperFAMOct. 3–11California Breakfast ClubOct. 22, Nov. 20, Jan. 14Willy Scharnow FAM TripDec. 3–9
ITALYAmerican Day Event
(Visit USA-Italy)Jan. 18
SCANDINAVIAKLM 100 Years PartnershipOct. 7–10Discover America Sweden Workshop StockholmJan. 14MATKA Travel Fair HelsinkiJan. 16–17TravelMatch Workshop OsloJan. 23
FRANCEFrance Sales
DaysSept. 30–
Oct. 5IFTM Top Resa
Oct. 1–4CA SuperFAM
Oct. 3–11FAM VCA/
EURAMNov. 16–22
ILTMCannes
Dec. 2–5Club California
FranceDec. 10,
Jan. 7
U.K./IRELANDCA SuperFam
Oct. 2–10World Travel Market
& California LiveNov. 3–6
Travel Counsellors Conference & Training Day
Liverpool, BristolNov. 15–17, Dec. 3
Flight Centre Training Day
Nov. 27Elegant Resorts
Training DayDec. 12
JAPANClub California Tokyo, Osaka, NagoyaOct. 4, Nov. 28, Jan. 31Tourism EXPO Japan 2019Oct. 24–27
TAIWANTaipei International Travel FairNov. 8–11
38 Visit California | WINTER BOARD MEETING
Signature Events
Visit California conducted its first Sales Mission
to India to demonstrate a commitment to the
growing market and to refresh local trade and
media on California products and offerings. The
delegation visited New Delhi and Mumbai and
had numerous opportunities to meet with senior
trade professionals from primary and secondary
cities across India. Additionally, a Media Day was
held during the mission including panel discussions
and one-on-one media interviews in order to
strengthen relationships with media interested
in promoting travel to California.
For the fourth consecutive year, Visit California has transported
the laid-back luxury of California to the global stage on the
French Rivera during ILTM Cannes. One on one meetings
opened the door for new opportunities and new commercial
relationships allowing for further product expansion within key
and emerging luxury markets. A clear highlight of the ILTM
program this year was the exclusive invitation-only Visit
California VIP reception held at the new Martinez Beach Club.
• 29 California delegates
• 700+ trade appointments
Inaugural India Sales Mission | Jan. 12–18, 2020
ILTM Cannes | Dec. 2–5, 2019
A full day was spent with Lieutenant Governor Eleni
Kounalakis, also in India for a mission, with a California
delegation from the Bay Area Council. For more
information on the joint program visit page 42.
• 25 California delegates
• 100+ trade meetings conducted
• 20 media attendees
Travel Trade 39
IFTM Top Resa in Paris is the major travel trade exhibition in France
and is recognized as the primary opportunity to reach French
travel trade buyers. It provides a unique opportunity for the global
travel industry to meet, network, negotiate, conduct business and
stay abreast of the latest developments. Proceeding and following
Top Resa, Visit California coordinated additional Sales Days as an
added opportunity to reach targeted buyers.
• 7 California delegates
• 800+ trade appointments
Along with United Airlines, Visit California co-hosted the
2019 Pan China CAB FAM that included CEOs and General
Managers of key tour operators from Beijing, Shanghai,
Guangzhou, Shenzhen, Hangzhou and Chengdu. The FAM
concluded with a CAB meeting to better understand each
other’s needs and collect market insights in order for tour
operators to better promote California in the coming years.
• 19 trade participants
• 6 destinations visited
IFTM Top Resa & Sales Days | Sept. 30–Oct. 4, 2019
China California Advisory Board | Oct. 29–Nov.6, 2019
Visit California welcomed destination partners to London for
the annual World Travel Market trade show, which attracts over
50,000 global attendees. One-on-one meetings and events in the
booth enabled Visit California to showcase craft beers from San
Diego and wine from Napa, Sonoma and SLO CAL. Programming
kicked off with the now hotly anticipated California Live VIP event
on Sunday. This year, guests were treated to an immersive
California road trip experience through mountain, beach and
desert landscapes with interactive stops along the way.
• 24 California delegates
• 50+ media attendees
• 286 meeting conducted
World Travel Market & California Live VIP Event | Nov. 3–6, 2019
40 Visit California | WINTER BOARD MEETING
Co-ops | Oct. 1, 2019 – Jan. 31, 2020
Visit California offers a diverse
selection of cooperative marketing
opportunities for industry partners
to gain increased global exposure.
• 16 total co-ops
Co-op Spotlight
Dream Drive Co-op with Hertz
Through an integrated owned, earned and travel
trade approach, Visit California has established a
strategic partnership with Hertz for the coming
years featuring California as the Road Trip
Republic to Chinese travelers. In collaboration
with key trade partners, Visit California will
develop road trip themed packages aimed at
various types of travelers including FIT/Semi-FIT,
FIT business, tailor-made and leisure groups.
California STAR Training Program and Sales Companion | Oct. 1, 2019 – Jan. 31, 2020
This innovative B2B digital platform
continued to expand training, drive sales
and transform agents into ambassadors
for the California experience.
Travel Trade Familiarization Tours | Oct. 1, 2019 – Jan. 31, 2020
Familiarization tours (FAMs) target
travel trade audiences to create
memorable firsthand experiences in
California to increase product knowl-
edge and strengthen brand loyalty to
generate future bookings.
• 15 FAMs
• 128 travel trade participants
• 36 destinations visited
FAM SpotlightIn October, Visit California wrapped the 12th
Annual U.K. SuperFAM with British Airways.
New this year, the SuperFAM included French
wand German travel agents, and focused on
exploring culinary experiences across the State.
The SuperFAM strategically combines destina-
tions to create 8 unique itineraries, giving travel
agents an idea of the depth of diversity California
has to offer their clients.
• 5,600 agents trained
• 923 CA Star graduates
Engagement & Public Affairs
P R O G R A M S U M M A R Y
Visit California builds on its marketing program of work with initiatives that ensure tourism is recognized as a catalyst for improving the well-being of all Californians. Public Affairs programs position Visit California as an industry leader by offering expertise to media, industry and government entities. Visit California also builds and maintains relationships with key stakeholders and influential industry leaders to reinforce the value of the hospitality industry to the state of California.
42 Visit California | WINTER BOARD MEETING
Crisis Response
Lieutenant Governor’s India Mission
In response to the Fall 2019 wildfires and Public
Safety Power Shutoffs, Visit California activated
its crisis response matrix to actively monitor media
coverage in the early stages to gauge global
sentiment. Paid media efforts ran from Nov. 18,
2019–Jan. 28, 2020 with three media partners,
TripAdvisor, Amobee and Facebook first deploying
#ShareTheLove creative followed by hyper-local
messaging and custom creative assets to highlight
that the affected regions were open for business.
• $280,000 total paid investment
Visit California’s India Sales Mission coincided
with Lieutenant Governor Eleni Kounalakis’ mission
to India with delegates from the Bay Area Council.
A reception hosted by the Bay Area Council kicked
off the joint program in New Delhi followed the
next day by a press conference and an intimate
Film Forum round table with the top India film
producers who represent 80% of all Bollywood
production. The successful forum ended with a
signed MOU with the Producers Guild of India,
Visit California and the California Film Commission
indicating intent to further explore joint opportuni-
ties in the coming years.
• 55 Combined California Visit California and Bay Area Council delegates
• 50+ media outlet attendees
• 6 India film producers
To continue supporting these regions, Visit California
helped drive awareness to Wine Country through a
multi-pronged influencer campaign. Two hosted
media trips visited Wine Country and care packages
were sent to 9 influencers, showcasing ways to
support the region by buying local goods and serving
wine from Napa County and Sonoma County.
• 8,200 engagements
• 1.2 million potential impressions
Engagement and Public Affairs 43
REAL ID Legislative Hearing | Nov. 20, 2019
California Hall of Fame | Dec. 10, 2019
El Salvador Visits California FAM trip | Dec. 3–7, 2019
The Assembly Budget Subcommittee on Resources
and Transportation held a hearing to discuss the
implementation of REAL ID alongside DMV Director
Steve Gordon. Visit California President & CEO
Caroline Beteta spoke on the impact to tourism and
the economy should Americans fail to obtain a REAL
ID before the deadline.
Visit California President & CEO
Caroline Beteta provided the
welcome address at the 2019 California
Hall of Fame induction ceremony.
The 2019 inductees include
• Dr. Maya Angelou• RuPaul Charles• Brandi Chastain• Dr. France A. Córdova• Tony Hawk• Jeanne Wakatsuki Houston• Reverend James M. Lawson, Jr.• George Lopez• Wolfgang Puck • Helen M. Turley.
Following the successful mission to El Salvador in
August 2019 organized by the Governor’s office, Visit
California President & CEO Caroline Beteta along with
Ed Fuller, President & CEO of the Orange County
Visitors Association, Kelly Miller, President & CEO of
Visit Huntington Beach and Jim Burba, President of
the Burba Hotel Network hosted a delegation from
El Salvador in December. With the success of tourism
in the Golden state, California tourism experts shared
best practices to help the nation develop its tourism
infrastructure, especially at surfing destinations.
Destinations visited:
Huntington Beach, Costa Mesa, San Clemente
44 Visit California | WINTER BOARD MEETING
Visit California’s Directors of Client Relations meet
with hundreds of travel-related partners and
organizations and attended a range of industry
events in their districts each year.
• 700 Visit California stakeholders engaged
• 50 events attended
Industry Relations | Oct. 1, 2019 – Jan. 31, 2020
Tourism Works
Visit California expanded its ongoing efforts to
showcase California’s diverse tourism workforce
by producing a series of video profiles of some of
the industry’s most compelling partners. The series —
featuring six tourism partners from Sonoma to
San Diego — launched on Visit California’s Travel
Matters website. They are being distributed on social
media throughout the state, and Visit California is
encouraging all California tourism partners to share
the work. The series highlights key points in tourism
employment — its accessibility, its diversity and
skill-building.
• 6 videos
• 1,300 pageviews
Engagement and Public Affairs 45
Speaking Engagements | Oct. 1, 2019 – Jan. 31, 2020
OCTOBER
1 Ventura County Coast Tourism Summit Ventura
9 Visit Santa Barbara Annual Fall Travel Outlook Santa Barbara
16 Southern California Visitor Outlook Conference Garden Grove
16 San Francisco Travel Board Meeting San Francisco
16 San Francisco Travel Board Meeting Luncheon San Francisco
17 Visit Yolo Board Meeting Winters
21 CLIA: Industry Luncheon Los Angeles
23 Los Angeles Tourism & Convention Board Meeting Los Angeles
23 Visit SLO CAL Education Symposium San Luis Obispo
NOVEMBER
13 Visit Napa Valley Lodging Committee Meeting Napa
15 Sonoma County All Industry Gathering Santa Rosa
20 2019 Catalina Annual Marketing Conference Catalina
DECEMBER
6 Destinations International Annual Convention Anaheim
10 13th Annual California Hall of Fame Sacramento
12 North Lake Tahoe PR Summit Truckee
JANUARY
17 Visit El Dorado County Tourism Summit El Dorado Hills
24 Rancho Cordova Travel & Tourism Hospitality Tourism Summit
Rancho Cordova
1,900 attendees reached
4,000 miles traveled
550minutes of
podium time
Industry Website Resources
46 Visit California | WINTER BOARD MEETING
Industry Communications
Visit California’s industry website is a digital resource for Golden State travel
and tourism partners to learn about and engage with Visit California.
To enhance the industry website and allow for a more user friendly experi-
ence, updates have been made to the research page and five-year calendar.
These pages now allow for better visualization of data and ease of use.
LinkedIn: 8,760 followers (+760)
Twitter: 7,450 followers (+450)
Facebook: 1,450 followers (+150)
44,500 sessions (+19%)
113,300 users 28,000 pageviews (+39%)
Social Media
industry.VisitCalifornia.com
vote.VisitCalifornia.com
Oct. 1, 2019 – Jan. 31, 2020
Visit California’s referendum website was a digital
resource for tourism industry voters to access
information and a link to vote in the 2019 Visit
California Marketing Renewal Referendum. This site
will continue to be used for future voting needs.
4,800 pageviews
2,200 users
Research
18,600 page views
Newsroom
8,500 page views
Events
3,800 page views
ResourcesP R O G R A M S U M M A R Y
48 Visit California | WINTER BOARD MEETING
Research Resources
Summary dashboard, reports and global market profiles available at industry.VisitCalifornia.com/Research
Visitor Volume and SpendingEconomic Impact of Travel & Tourism on California:
Detailed statewide travel impact
estimates for California by:
• County
• Region
• Assembly District
• Senate District
International Visitation and Spending in California:
Summary of international visitors and visitors
spending for California, with California’s share
of the U.S. market.
California Travel & Tourism Forecasts:
Semiannual forecast of domestic and interna-
tional visitation and traveler spending with a
five-year outlook for the state and by region.
Visitor and Market profilesDomestic Traveler Profiles:
An overview of domestic travel to California
including short-haul states (primarily western
states), long-haul states (non-western states),
in-state travel by California residents and all
Domestic travelers to California.
International Market Profiles:
Insights on international travelers to
California from markets including Australia,
Brazil, Canada, China, France, Germany,
Hong Kong, India, Ireland, Italy, Japan,
Mexico, Middle East, Netherlands, New
Zealand, Scandinavia, South America,
South Korea, Taiwan and U.K.
Overseas and Mexican Visitors to California:
Total overseas and Mexican visitors
to California.
Lodging and Airlift StatisticsCalifornia Lodging Report:
Monthly and year-to-date changes
including state and regional hotel
occupancy, ADR and RevPAR.
California Airport Passenger Traffic Statistics:
Total domestic and international
passenger traffic in California’s
10 busiest commercial airports.
International Arrivals by Port of Entry (POE):
A monthly summary of International
arrivals at California ports of entry.
First Intended Address (FIA) Report:
A summary of non-resident arrivals
indicating California as their first
intended address.
Research Coop OpportunitiesVisaVue Travel Reports:
Aggregate depersonalized Visa cardholder
transaction data for international or
domestic travelers to California.
XBorder Canada (XBC):
Detailed report sharing Canadian
visitor metrics including surveys among
Canadians who recently traveled to the U.S.
Contact Ani Chibukhchyan at
for more information.
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
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8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30 31
ITB Berlin
Visit California Luxury Forum 2020
France Sales Mission 2020
ITB Berlin
Visit USA Showcase Italy 2020
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28 29
Visit USA Showcase Italy 2020
Resources 49
Upcoming Events
March
February
Outlook Forum
Winter Board Meeting
Brand & Content, Rural, International,
Public Relations, California Welcome
Center, Web Task Force Committee Meetings
Destination Stewardship &
Sustainable Travel Task Force Meeting
Culinary Task Force Committee Meeting
Brand & Content Committee Meeting
Scandinavia Sales Days
Scandinavia Sales Days
Go West Summit 2020 State Caucus
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Greater China Sales and Media Mission
Mexico Sales & Media Mission
ATM Dubai
ITB China 2020
Spring Board Meeting 2020
IPW 2020
IPW 2020
IPW 2020
National Travel & Tourism Week
50 Visit California | WINTER BOARD MEETING
Upcoming Events
May | California Tourism Month
June
April
Los Angeles Media Reception
International Committee Meeting
Resources 51
CAROLINE BETETAPresident & CEO
MATT SABBATINIChief Operating Officer
RYAN BECKERVice President of Communications
LYNN CARPENTERVice President of Marketing
LEONA REEDAssociate Vice President of Global Marketing
Executive and Senior Management Team
Visit California Commission
SCOTT PLAMONDONCorporate Counsel
AMY CHAMBERSTourism Assessment Program Manager
KASSIE CHURCHILLDirector of International Marketing
STEPHANIE DEVRIESExecutive Manager and Commission Liaison
KELLI GERADirector of Corporate Communications
TYLER GOSNELLDirector of International Marketing
HEATHER HUCKEBADirector of Research
JORDAN KERRDirector of Finance/Controller
TANGEE LAIRDVisitor Information and Receptionist
JENNIFER MONTERODirector of International Marketing
AIDA OSTADirector of Travel Trade Marketing
ANGIE PAPPASDirector of Public Relations
AMBER RICHDirector of Engagement
GWYNNE SPANNDirector of Consumer Content
JENNIFER WALKERDirector of Brand Advertising
OFFICERS
JAMES BERMINGHAMChairExecutive Vice President, OperationsMontage International
GENE ZANGERVice Chair of MarketingPartnerCasa de Fruta Parkway, LLC
PAULA BECKVice Chair of OperationsVice President of Global Accounts – WestAvis Budget Group, Inc.
DAN GORDONChief Fiscal OfficerCEOGordon Biersch
BOARD MEMBERS
GARY BUFFOPresidentPure Luxury Transportation
JIM BURBAPresidentBurba Hotel Network
ANTHONY CANNELLAPrincipalNorthStar Engineering Group, Inc.
JASON CLARKEGeneral Manager/ Vice PresidentEnterprise Rent-A-Car
PETER CLARKEVice President CMH Operations WestInterContinental Hotels Group
RUSS COXExecutive Vice President of OperationsInterstate Hotels & Resorts
JOE D’ALESSANDROPresident & CEOSan Francisco Travel
JOSH D’AMAROPresidentWalt Disney Resorts
MICHAEL DUNNEArea Vice President of Operations, CaliforniaHilton Worldwide
KEVIN FATChief Operating OfficerFat Family Restaurant Group
ROBERT GLEASONPresident & CEOEvans Hotels
DAN HARVEYDivision Vice PresidentThe Hertz Corporation
KAREN IRWINPresident & COOUniversal Studios
JOHN KELLIHERFounderGrapeline Wine Tours
BRIAN KINGGlobal Officer – Digital, Distribution, Revenue Management & Global SalesMarriott Business Services
TOM KLEINOwnerRodney Strong Wine Estates
TERRY MACRAEChief Executive OfficerHornblower Cruises and Events
NOREEN MARTINChairmanMartin Resorts, Inc.
JORDAN MEISNERSenior Vice President Field OperationsHyatt Hotels & Resorts
LENNY MENDONCADirectorGovernor’s Office of Business and Economic Development
SIMA PATELChief Executive OfficerRidgemont Hospitality
CODY PLOTTPresident & Chief Operating OfficerPebble Beach Company
PETER RONCHETTIPresident & General ManagerLEGOLAND California Resort
CARL SCHUSTERCEO – Managing PartnerWolfgang Puck Worldwide, Inc.
BOBBIE SINGH-ALLENExecutive Vice President & COOCalifornia Lodging Industry Association
PETE SONNTAGSenior Vice President – Mountain DivisionVail Resorts
PAUL TORMEYRegional Vice President & General Manager California RegionAccorHotels
BENJAMIN WEBSTEROffice Managing ShareholderLittler Mendelson P.C.
ERNEST WOODEN JR.President & CEOLos Angeles Tourism & Convention Board
Board members are travel and tourism industry leaders representing various regions and industry
categories. They are elected by their peers or appointed to serve on behalf of the governor.
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