California Visitor's Guides - California Tourism

visitcalifornia.com

California Visitor's Guides - California Tourism

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 Brand USA on strategic

planning so that Visit California promotions complement their efforts. It’s 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!

• Visit California introduced a new online media center –

media.visitcalifornia.com – that provides dynamic, searchable content

designed for global media needs and maximizes industry 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


Visit California Thanks Our Golden

State Sponsors!


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


Spring Board Meeting

Friday, May 11, 2012

Spring Board Meeting

9:00 a.m. to 2:00 p.m.

The Fairmont Sonoma Mission Inn

100 Boyes Blvd.

Sonoma, CA 95476


� Agendas and Minutes

Table of Contents

Commission

Agenda – May 11, 2012

Minutes – February 22, 2012

Marketing Advisory Committee

Agenda – May 11, 2012

Minutes – February 22, 2012

Public Affairs

Public Affairs Outreach

Outlook Forum

Industry Relations

� Domestic

Visit California Industry Outreach

Brand Advertising

Rob Lowe – California Spokesperson & Brand Ambassador

2011-12 Custom Marketing Group (CMG) Co-op

Interactive & Web

Social Media

Mobile

Web Visitation Summary

Google Currents

Rural/Cooperative Promotions

Rural Marketing Program

Research

Marketing Allocation Platform


Publications

Road Trips

Communications

Media Events in Los Angeles and New York

New Media Center

Domestic Media Relations Outreach

Travel Trade

Go West

California Welcome Centers

California Welcome Center Program

� International

United Kingdom

U.K. Brand Advertising

California Classics

Travel Marketing Awards

U.K. Broadcast Focus (PR)

Flight Centre – U.K. Trade Campaign

TOG 24 & Visit CaliforniaCalifornia Snow Winter Promotion

PGA and Destination Golf – California Golfin’

Japan

100 Colors in California Social Media Promotion – Social Road Trip

Japan Public Relations

South Korea

California Road – Mr. Lee Episode

Home Shopping with Singapore Air

Germany

ITB and DREAMLAND Award

Lufthansa

Eurest Co-op

Australia/NZ

Access All Areas Campaign

PR Update


California Culinary Campaign – Research Results

Canada

Canada Media Relations

Mexico

Mexico Update

China

China Ready – Receptive Training

Secondary/Emerging Markets

California/Air France Training Day

� Assessments & Operations

Tourism Assessment Overview

� Financials

� Administration

Visit California Travel Policy

Visit California Travel Claim

Visit California Organizational Chart

Visit California Rosters

Visit California Staff Rosters


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














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

Senior Director, International Marketing

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.

PR

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 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

Senior Director, International Marketing

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 six-month 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

Senior Director, International Marketing

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 13th-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 Experiences

May – September 2012

Program Description

This program is designed to entice Brazilian consumers into a California

vacation experience with a social media campaign that includes submitting

personal videos to show why they should be selected to win a California

vacation.

The campaign will include social

media channels, a tour operator

cooperative campaign, and

editorial content with news that is

important to the Brazilian market.

Contestants will submit a oneminute

video showing why they

should be selected for the

California Experience ultimate

vacation.

There are three phases to the

campaign:

• Social media channels

California Experience entries and submissions

• A California Experience VIP trip for the winners

Target Audience

The target audience for this promotion is high-end Brazilian consumers in the

25- to 50-year-old demographic.

Objectives & Reach

• Generate 1,000 additional passengers to California – a value of $1.5

million.

• Increase visitation to .br Web site.


• Create stronger California brand identification among Brazilian

consumers.

• Set California apart from other U.S. competitors, such as New York and

Florida, by showcasing unforgettable California experiences.

Results & Accomplishments

The program launched on May 1, 2012, and there was increased visitation to .br

Web site on its first day.

Program Contact

Jennifer Montero

Director, Australia and Latin America Marketing

916.319.5428

jmontero@visitcalifornia.com


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.

Objectives & Reach

Specific Trade Objectives

• Provide both specific, detailed training and a broader understanding

of:

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.

• Profile invited participants and analyze 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 filmed by TourMag and published in its online magazine.

Program Contact

Leona Reed

Senior Director, International Marketing

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


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

OPEN

Global 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

OPEN

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: May 08, 2012 Page 1 of 6


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

Lizzie Keenan

Marketing Coordinator

Phone: (916) 444-4429, Fax: (916) 444-0410

email: lkeenan@visitcalifornia.com

Megan Losser

Marketing Coordinator

Phone: (916) 444-4429, Fax: (916) 444-0410

email: mlosser@visitcalifornia.com

Last Updated: May 08, 2012 Page 2 of 6


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

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: May 08, 2012 Page 3 of 6


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: May 08, 2012 Page 4 of 6


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) 233-0240, 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

Ann Sullivan

Industry Outreach Coordinator

Phone: (916) 444-4429, Fax: (916) 444-0410

email: asullivan@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

Last Updated: May 08, 2012 Page 5 of 6


VISIT CALIFORNIA

Visit California STAFF

Operations Department

Tangee Laird

Visitor Information and Receptionist

Phone: (916) 444-4429, Fax: (916) 444-0410

email: tlaird@visitcalifornia.com

Last Updated: May 08, 2012 Page 6 of 6


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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