Spring Board Meeting

Spring Board MeetingMay 18, 2021

February– April 2021 Program Reports

Table of Contents02 MINUTES

12 CONSUMER MARKETING

17 OWNED MEDIA

22 EARNED MEDIA

26 TRAVEL TRADE

31 ENGAGEMENT & PUBLIC AFFAIRS

38 RESOURCES

VISIT CALIFORNIA | SPRING BOARD MEETING Introduction 1

From the CEODear Board Members,

Visit California’s Spring Board Meeting arrives less than a month before Gov. Newsom’s

announced June 15 statewide reopening. The announcement, alongside improving

COVID-19 numbers and with the welcome reopening of our iconic theme parks, is a green

light to market California tourism. Visit California is pedal to the floor on a $24 million

multilayer marketing platform that’s inspiring Americans and Californians to book their

summer travel in the Golden State.

Visit California is also celebrating California Tourism Month, a clarion call to California

residents and decision-makers to support the economic recovery of one of the state’s

largest employers and its largest export. Visit California is shining a spotlight on the

industry’s resurgence while drawing attention to the thousands of unemployed tourism

workers who are ready to resume their careers.

While the industry must continue to do its part to keep California healthy and open, these

initiatives that unambiguously promote travel during the peak spring season are bringing

increasingly optimistic recovery forecasts closer to reality.

Key discussion items and decisions at the Spring Board Meeting include:

• Electing New Leadership: Board officers’ terms expire at the end of the fiscal year. At

this meeting, the Board will consider Nominating Committee recommendations to elect

a new Chair, Vice Chairs and Board CFO, as well as Executive Committee members.

• Proposed FY21/22 Marketing Work Plan and Budget: The proposed plan explains Visit California’s data-driven marketing allocations, which are intended to maximize ROI on precious marketing dollars and accelerate the industry’s recovery. The board will

consider the FY21/22 budget.

I look forward to making real progress for Visit California’s industry partners as state

restrictions begin to lift. As always, thank you for your leadership.

Dream Big!

Caroline BetetaPresident & CEO Visit California

MinutesFebruary 2021 Virtual Board Meeting Minutes

February 2021 Virtual Marketing Advisory Committee MinutesFebruary 17, 2021

COMMISSION MEETING MINUTES California Travel and Tourism Commission – Feb. 17, 2021

1

CALL TO ORDER The California Travel and Tourism Commission (CTTC) Meeting was held virtually and started at 10:35 a.m. PST on February 17, 2021 with Vice Chair Gene Zanger presiding. AAtttteennddaannccee

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Absent Loughran, Will Present

Buffo, Gary Present MacRae, Terry Present Burba, Jim Present Meisner, Jordan Present Clarke, Jason Present Murray, Carla Present Clarke, Peter Absent Myers, Dee Dee Present D’Alessandro, Joe Present Patel, Sima Present Dunne, Michael Present Potrock, Ken Present Eisenbarth, Jeff Pressent Singh-Allen, Bobbie Present Fat, Kevin Present Sonntag, Pete Present Gleason, Robert Present Stocks, Kurt Present Gordon, Dan (Chief Fiscal Officer)

Present Tormey, Paul Present

Harvey, Dan Present Webster, Benjamin Present Irwin, Karen Present White, Scott Present Kelliher, John Present Zanger, Gene

(Vice Chair) Present

Klein, Tom Absent MMoottiioonn mmaaddee bbyy CCoommmmiissssiioonneerr PPoottrroocckk ttoo aapppprroovvee tthhee CCoommmmiissssiioonn MMeeeettiinngg mmiinnuutteess ffrroomm tthhee OOccttoobbeerr 22,, 22002200 mmeeeettiinngg.. SSeeccoonnddeedd bbyy CCoommmmiissssiioonneerr SSiinngghh--AAlllleenn.. MMoottiioonn aapppprroovveedd..

CCoommmmiissssiioonneerr VVoottee

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((YY//NN//AA)) Buffo, Gary Y MacRae, Terry Y Burba, Jim Y Meisner, Jordan Y Clarke, Jason Y Murray, Carla Y D’Alessandro, Joe Y Myers, Dee Dee A Dunne, Michael Y Patel, Sima Y Eisenbarth, Jeff Y Potrock, Ken Y Fat, Kevin Y Singh-Allen, Bobbie Y Gleason, Robert Y Sonntag, Pete Y Gordon, Dan (Chief Fiscal Officer)

Y Stocks, Kurt Y

VISIT CALIFORNIA | SPRING BOARD MEETING Minutes 3


2



((YY//NN//AA)) Harvey, Dan Y Tormey, Paul Y Irwin, Karen Y Webster, Benjamin Y Kelliher, John Y White, Scott Y Loughran, Will Y Zanger, Gene

(Vice Chair) Y

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

• A look at updated California projections and economic impact from the • pandemic • A review of the marketing recovery plan • A discussion and vote on the FY20/21 Midyear Budget Revise

CEO REPORT Visit California President & CEO Caroline Beteta reported on the state of the industry, Visit California’s operations and marketing recovery efforts due to the COVID-19 crisis.

a. National Perspective on Tourism and the Economy i. Federal Policy Update

b. State Perspective on Tourism and the Economy i. Economic Impact Update

c. Current Commission Operations, Action Items and Priorities d. Look Ahead: Outlook Forum 2021

i. Steering Committee ii. Content Update

Guest Speaker: Los Angeles Tourism & Convention Board’s President & CEO Adam Burke provided an update on 2021 Outlook Forum. PUBLIC AFFAIRS UPDATE President & CEO Beteta provided a state policy update and introduced new Visit California Board Member Dee Dee Myers, Director, Governor’s Office of Business and Economic Development. Myers introduced herself and gave a topline update on the state’s response to the COVID-19 pandemic. FINANCIAL REPORT Chief Fiscal Officer Dan Gordon asked President & CEO Beteta to discuss the proposed FY20/21 Midyear Budget Revise.



3

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((YY//NN//AA)) Buffo, Gary Y MacRae, Terry Y Burba, Jim Y Meisner, Jordan Y Clarke, Jason Y Murray, Carla Y D’Alessandro, Joe Y Myers, Dee Dee Y Dunne, Michael Y Patel, Sima Y Eisenbarth, Jeff Y Potrock, Ken Y Fat, Kevin Y Singh-Allen, Bobbie Y Gleason, Robert Y Sonntag, Pete Y Gordon, Dan (Chief Fiscal Officer)

Y Stocks, Kurt Y

Harvey, Dan Y Tormey, Paul Y Irwin, Karen Y Webster, Benjamin Y Kelliher, John Y White, Scott Y Loughran, Will Y Zanger, Gene

(Vice Chair) Y

Chief Fiscal Officer Gordon gave an overview of Visit California’s recent financials and audit report. Ed Fahey from RINA Accountancy presented the reviewed audited financial statements through Nov. 30, 2020. Visit California Chief Operating Officer Matthew Sabbatini reported on budget variances through Nov. 30, 2020. MMoottiioonn mmaaddee bbyy CCoommmmiissssiioonneerr BBuuffffoo ttoo aapppprroovvee tthhee NNoovv.. 3300,, 22002200 RReevviieewweedd FFiinnaanncciiaall SSttaatteemmeennttss.. SSeeccoonnddeedd bbyy CCoommmmiissssiioonneerr MMeeiissssnneerr.. MMoottiioonn uunnaanniimmoouussllyy aapppprroovveedd..



((YY//NN//AA)) Buffo, Gary Y MacRae, Terry Y Burba, Jim Y Meisner, Jordan Y Clarke, Jason Y Murray, Carla Y D’Alessandro, Joe Y Myers, Dee Dee Y Dunne, Michael Y Patel, Sima Y Eisenbarth, Jeff Y Potrock, Ken Y Fat, Kevin Y Singh-Allen, Bobbie Y



4



((YY//NN//AA)) Gleason, Robert Y Sonntag, Pete Y Gordon, Dan (Chief Fiscal Officer)

Y Stocks, Kurt Y

Harvey, Dan Y Tormey, Paul Y Irwin, Karen Y Webster, Benjamin Y Kelliher, John Y White, Scott Y Loughran, Will Y Zanger, Gene

(Vice Chair) Y

OTHER MATTERS Vice Chair Zanger presented on the upcoming board meetings/events and opened the floor up for other matters. There were none. AGENDA ITEMS FOR FUTURE MEETINGS Vice Chair Zanger opened the floor up for future agenda items. There were none. PUBLIC COMMENT Vice Chair Zanger opened the floor up for public comment. There were no public comments.

ADJOURNMENT MMoottiioonn bbyy CCoommmmiissssiioonneerr BBuuffffoo ttoo aaddjjoouurrnn tthhee CCoommmmiissssiioonn MMeeeettiinngg.. SSeeccoonnddeedd bbyy CCoommmmiissssiioonneerr WWeebbsstteerr.. MMoottiioonn aapppprroovveedd..



((YY//NN//AA)) Buffo, Gary Y MacRae, Terry Y Burba, Jim Y Meisner, Jordan Y Clarke, Jason Y Murray, Carla Y D’Alessandro, Joe Y Myers, Dee Dee Y Dunne, Michael Y Patel, Sima Y Eisenbarth, Jeff Y Potrock, Ken Y Fat, Kevin Y Singh-Allen, Bobbie Y Gleason, Robert Y Sonntag, Pete Y Gordon, Dan (Chief Fiscal Officer)

Y Stocks, Kurt Y

Harvey, Dan Y Tormey, Paul Y



5



((YY//NN//AA)) Irwin, Karen Y Webster, Benjamin Y Kelliher, John Y White, Scott Y Loughran, Will Y Zanger, Gene

(Vice Chair) Y

Meeting was adjourned at 12:19 p.m., Feb. 17, 2021.


MARKETING ADVISORY COMMITTEE MEETING MINUTES California Travel and Tourism Commission – Feb. 17, 2021

CALL TO ORDER The California Travel and Tourism Commission (CTTC) Marketing Advisory Committee Meeting was held virtually at 11:34 a.m. PST on February 17, 2021 with Vice Chair Gene Zanger presiding. AAtttteennddaannccee

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Adams, Kimberly Present Kiely, Tom Present Andrews, Stephen Absent Klein, Tom Absent Baker, Laurie Present Loughran, William Present Bermingham, James (Chair)

Absent MacRae, Terry Present

Bradley, Sonya Present Meisner, Jordan Present Bruinzeel, Susan Present Miller, Kelly Present Buffo, Gary Present Murrary, Carla Present Burba, Jim Present Myers, Dee Dee Present Burress, Jay Present Orfield, Gary Present Clarke, Peter Absent Patel, Sima Present Clarke, Jason Present Peterson, Matt Present Coker, Julie Present Pickett, Howard Absent D’Alessandro, Joe Present Potrock, Ken Present Davison, Chuck Present Rhea, Wes Present Dunne, Michael Present Skeoch, Don Present Eisenbarth, Jeff Present Senior, Jeff Absent Eley, Candice Present Sherwin, Gary Present Fat, Kevin Present Singh-Allen, Bobbie Present Fernandes, Agnelo Absent Smits, Kathy Present Fuller, Ed Present Sonntag, Pete Present Gleason, Robert Present Stocks, Kurt Present Gordon, Dan (Chief Fiscal Officer)

Present Testa, Mike Absent

Harvey, Dan Present Tormey, Paul Present Horvath, Christine Absent Urdi, John Present Irwin, Karen Present Wagner, Julie Absent Janega-Dykes, Kathy Present Webster, Benjamin Present Kapich, Kerri Present White, Scott Present Kelliher, John Present Zanger, Gene

(Vice Chair) Present

Kerns, Misti Present



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Adams, Kimberly Y Kiely, Tom Y Baker, Laurie Y Loughran, William Y Bradley, Sonya Y MacRae, Terry Y Bruinzeel, Susan Y Meisner, Jordan Y Buffo, Gary Y Miller, Kelly Y Burba, Jim Y Murray, Carla Y Burress, Jay Y Myers, Dee Dee Y Clarke, Jason Y Orfield, Gary Y Coker, Julie Y Patel, Sima Y D’Alessandro, Joe Y Peterson, Matt Y Davison, Chuck Y Potrock, Ken Y Dunne, Michael Y Rhea, Wes Y Eisenbarth, Jeff Y Skeoch, Don Y Eley, Candice Y Sherwin, Gary Y Fat, Kevin Y Singh-Allen, Bobbie Y Fuller, Ed Y Smits, Kathy Y Gleason, Robert Y Sonntag, Pete Y Gordon, Dan (Chief Fiscal Officer)

Y Stocks, Kurt Y

Harvey, Dan Y Tormey, Paul Y Irwin, Karen Y Urdi, John Y Janega-Dykes, Kathy Y Webster, Benjamin Y Kapich, Kerri Y White, Scott Y Kelliher, John Y Zanger, Gene

(Vice Chair) Y

Kerns, Misti Y VICE CHAIR OPENING REMARKS Vice Chair Zanger discussed recovery marketing plans and associated creative, gave an update on the industry touchpoints and collaborations and, lastly, discussed the weekly COVID-19 research dashboard. CEO MARKETING REPORT & RECOVERY MARKETING PLAN Visit California President & CEO Caroline Beteta reported on key recovery marketing plans including:

• FY21/22 Strategic Marketing Framework



• FY20/21 Planned Spring campaign including the new centerpiece campaign called “What If”

• And the 2021 Visitors Guide – The Best of California President & CEO Beteta also presented the proposed FY21/22 12-Month Budget and the FY20/21 12-Month Proposed Revised Budget. AGENDA ITEMS FOR FUTURE MEETINGS Vice Chair Zanger opened the floor up for future agenda items. There were none. PUBLIC COMMENT Vice Chair Zanger opened the floor up for public comment. There were no public comments. ADJOURNMENT MMoottiioonn mmaaddee bbyy CChhiieeff FFiissccaall OOffffiicceerr GGoorrddoonn ttoo aaddjjoouurrnn tthhee MMaarrkkeettiinngg AAddvviissoorryy CCoommmmiitttteeee MMeeeettiinngg.. SSeeccoonnddeedd bbyy AAggnneelloo FFeerrnnaannddeess.. MMoottiioonn aapppprroovveedd..





Adams, Kimberly Y Kiely, Tom Y Baker, Laurie Y Loughran, William Y Bradley, Sonya Y MacRae, Terry Y Bruinzeel, Susan Y Meisner, Jordan Y Buffo, Gary Y Miller, Kelly Y Burba, Jim Y Murray, Carla Y Burress, Jay Y Myers, Dee Dee Y Clarke, Jason Y Orfield, Gary Y Coker, Julie Y Patel, Sima Y D’Alessandro, Joe Y Peterson, Matt Y Davison, Chuck Y Potrock, Ken Y Dunne, Michael Y Rhea, Wes Y Eisenbarth, Jeff Y Skeoch, Don Y Eley, Candice Y Sherwin, Gary Y Fat, Kevin Y Singh-Allen, Bobbie Y Fuller, Ed Y Smits, Kathy Y Gleason, Robert Y Sonntag, Pete Y Gordon, Dan (Chief Fiscal Officer)

Y Stocks, Kurt Y

Harvey, Dan Y Tormey, Paul Y Irwin, Karen Y Urdi, John Y







Janega-Dykes, Kathy Y Webster, Benjamin Y Kapich, Kerri Y White, Scott Y Kelliher, John Y Zanger, Gene

(Vice Chair) Y

Kerns, Misti Y

Meeting was adjourned at 12:05 p.m., Feb. 17, 2021.


Visit California’s consumer marketing program increases desirability of the California brand and encourages visitation. In concert with owned and earned activity, paid media channels reach high-opportunity target audiences that provide optimal ROI for the industry’s investment. In Q3 of FY20/21, Visit California launched a $24 million multi-tiered spring marketing initiative to encourage in-state and U.S. visitation.

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

Consumer Marketing

‘Calling All Californians’ | Feb. 1 – April 30, 2021

278.9 millionimpressions

$4.01 millioncampaign

investment

$2.78 millionQ3 investment

8.23 millionhouseholds

reached

VISIT CALIFORNIA | SPRING BOARD MEETING Consumer Marketing 13

Visit California’s dedicated in-state campaign calls on

Californians to rediscover their home state and support

the state’s tourism industry. Originally launched fall

2020 and paused due to a spike in COVID cases, the

campaign resumed in February on online travel agencies such as TripAdvisor and

Expedia to target active trip planners. In April, the campaign expanded to wider

audiences reached through broadcast and out-of-home channels with three new TV spots that show how in-state travel stimulates California’s economy. Opportunistic

dollars conserved during the pandemic funded premium in-state spot television

placements and a freeway billboard campaign, which covered major urban markets

with a spending match from Clear Channel.

106 freeway

billboards

AIRED DURING PREMIUM PROGRAMMING

FREEWAY BILLBOARDS IN MAJOR URBAN MARKETS

87%

California reach

https://www.youtube.com/playlist?list=PLrw9XyyuEBym10-AEuGaEHK5ObmoAC7Jz

https://www.youtube.com/playlist?list=PLrw9XyyuEBym10-AEuGaEHK5ObmoAC7Jz




investment

Antelope Valley

Mono Lake

Burney Falls Mt. Shasta

Death Valley

Napa

Los Angeles

San Francisco

Lake Tahoe

San Diego


The national “What If, California”

campaign inspires consumers

who have been unable to travel

for the past year with the

limitless possibilities of a California vacation. The

campaign’s six-, 15- and 30-second spots highlight

California’s outdoor, cultural, family and luxury

activities throughout the state. Visit California provided

partners with a free media toolkit to inspire potential

visitors to start asking, “What If?”

10 featured

destinations


reached


reached

‘What If, California’ | March 15 – April 30, 2021

Warming spring weather and widespread

wanderlust provided the ideal context to

relaunch the “California Road Trip Republic”

campaign, which capitalizes on the spiking

interest in road trips during the pandemic and

California’s world-famous roadways. The relaunch leveraged

assets that went unused due to the pandemic across linear

and online TV, digital, social channels, including the unaired

“Born To Be Wild” TV spot. Road-trip planners and promo-

tional content in Spotify, Snapchat and Pinterest connected

with young and highly engaged user bases.

‘California Road Trip Republic’ | March 29 – April 30, 2021



investment


https://www.youtube.com/playlist?list=PLrw9XyyuEBymzB9wsHlj7uA4cYpFAMhFg

https://www.facebook.com/watch/?v=406887503444134


Visit California refined its successful fall media co-op for the

spring with increased partner funding and more flexible buy-in

options. Partners received low, negotiated media rates that

averaged $1.67 for every $1 spent. An increased Visit California

media match and free creative services for those adopting the

“What If, California” platform brought the added value of Visit

California’s support to 40% of a partner’s investment. High

partner participation greatly boosted the reach and penetration

of all spring campaigns, creating a net benefit for the entire

California tourism industry.$1.96 million

industry partner investment

Spring Leveraged Media Co-Op | Feb. 1 – April 30, 2021

31 INDUSTRY PARTNERS

Beverly Hills Conference & Visitors Bureau

CCTC

City of San Luis Obispo

Costa Mesa

Discover Palm Desert

Discover Siskiyou

Greater Palm Springs

Long Beach CVB

Los Angeles

Palm Springs Preferred Small Hotels

San Francisco International Airport (SFO)

San Francisco Travel

San Mateo/Silicon Valley

Santa Monica/MMGY

Sonoma County Tourism

Team San Jose

Visit Anaheim

Visit Buena Park

Visit Carlsbad

Visit Gilroy

Visit Huntington Beach

Visit Oceanside

Visit Oxnard

Visit Redding

Visit SLO CAL

Visit Stockton

Visit Tuolumne

Visit Ventura

Visit Yolo

Visit Yosemite Madera County

West Hollywood

$610,000 Visit California

investment

Paid Content Distribution | Feb. 1 – April 30, 2021

Search Engine Marketing

1

1

3

3

2

2

44


Paid content distribution continued to drive new website traffic and create more partner handoffs

by promoting VisitCalifornia.com content — especially timely articles that help consumers find

inspiration and plan successful visits during the pandemic.

Visit California continued to refine its search engine marketing strategy, yielding more visits to partner-focused content on VisitCalifornia.com. Paid search results connect the dots between the organization’s inspirational spring marketing campaigns and consumer visitation of partner websites and booking pages.


$200,000investment

12%click-through

rate

26,000partner handoffs

657,000pageviews

$138,000investment

Top Performing Content

“So You Think You Know...” series

“How To Travel Responsibly in California”

“Explore the World in California”

“What You Need to Know About Visiting California Restaurants”

https://www.visitcalifornia.com/



The California Now Network promotes California travel through a mix of inspirational and informational content. Print publications, social media channels, email marketing and the California Now Blog and Podcast provide an always-fresh stream of original content that connects consumers to partner businesses and destinations.

Owned Media

Global Traffic on VisitCalifornia.com | Feb. 1 – April 30, 2021

‘2021 Official California Visitor’s Guide: The Best of California’

DISTRIBUTED WITH

VISIT CALIFORNIA | SPRING BOARD MEETING Owned Media 18

116 new content pieces

2.4 million users

3 million sessions

5.4 million pageviews

1,250 destinations and businesses featured

823,260 partner handoffs

Visit California turned to locals, travel

experts and tastemakers to curate a “Best of California” guide. The guide’s second

half highlights additional businesses by

destination to help travelers find local

inspiration. QR codes throughout the

guide send readers to the new “Best of California” online portal, designed to

hand off readers to partner websites.

• 500,000 circulation

• 193,000 digital views

• 700 destinations and businesses featured

https://www.visitcalifornia.com/travel-guides/

https://www.visitcalifornia.com/travel-guides/

https://www.visitcalifornia.com/things-to-do/best-california/

https://www.visitcalifornia.com/things-to-do/best-california/


California Now Travel Stories | Feb. 1 – April 30, 2021

This CrowdRiff-powered platform gives

California DMOs a powerful, free tool to

generate, mobile-first story content.

Destinations have full editorial control over

the videos, movies and text used to

promote local attractions and businesses.

Published stories are automatically featured

in multiple galleries on VisitCalifornia.com,

with the potential to be surfaced on the first

page of Google’s mobile search results.

• 130+ stories created

• 28,800 story views

Amador Council of Tourism

Balboa Park Online Collaborative

Buellton Chamber of Commerce & Visitors Bureau

Catalina Island Chamber of Commerce & Visitors Bureau

City of San Luis Obispo

Destination Irvine

Discover Siskiyou

Fairfield CA Conference & Visitors Bureau

Greater Palm Springs CVB

Lake Tahoe Visitors Authority

LEGOLAND California Resort

Los Angeles Tourism & Convention Board

Mammoth Lakes Tourism

Monterey County

North Lake Tahoe

Oxnard Convention & Visitors Bureau

Placer County Visitors Bureau

Redondo Beach

San Diego Tourism Authority

San Francisco Travel Association

San Luis Obispo County

Santa Monica Travel & Tourism

Sonoma County Tourism

Team San Jose

Terranea Resort

The Bishop Area Chamber of Commerce & Visitors Bureau

Town and Country

Travel Costa Mesa

Tuolumne County Visitors Bureau

Ventura Harbor Village/Channel Islands National Park

Ventura Visitors & Convention Bureau

Visalia Convention & Visitors Bureau

Visit Anaheim

Visit Berkeley

Visit Carmel

Visit Dana Point

Visit Del Norte County

Visit Marin

Visit Napa Valley

Visit Oceanside

Visit Paso

Visit Rancho Cordova

Visit Sacramento

Visit San Simeon

Visit Santa Barbara

Visit Santa Clarita

Visit Santa Ynez Valley

Visit Stockton

Visit West Hollywood

Visit Yosemite | Madera County

Yolo County Visitors Bureau

Yosemite Mariposa County Tourism Bureau

52 INDUSTRY PARTNERS

https://industry.visitcalifornia.com/partner-opportunities/coops/ca-now-travel-stories


The consumer e-newsletter program continued to increase

engagement by testing messaging targeted to in-state and

domestic audiences. In April, Visit California began a six-

month pilot that leverages a database of 200 million consumer

profiles to provide content tailored to subscriber location,

personal preference and intent to travel.

• 2.5 million sends

• 422,000 opens

• 504,000 total subscribers• 180,000 domestic subscribers

• 54,000 in-state subscribers

Having reached its 50th episode milestone

in January, the California Now Podcast

continued its momentum with six new

episodes covering a range of California

experiences, from historical attractions

to outdoor wonders. In April’s episode, Hollywood icon Kevin

Costner shares his love of road trips and some of his favorite

Golden State destinations. He also participates in a new occa-

sional feature on the podcast, The California Questionnaire.

• 6 new episodes

• 175 industry partners featured

• 22,000 downloads (35% in-state)

• 45 minute avg. listening time (iTunes)

• 2,400 partner handoffs

California Now Podcast | Feb. 1 – April 30, 2021

Email Marketing | Feb. 1 – April 30, 2021

https://www.visitcalifornia.com/newsletters/

https://www.visitcalifornia.com/podcasts/


Visit California continued to realize the steady growth of

new social media followers through the continuous publication

of inspirational, always-on content. Bite-sized destination

spotlights and shares of the latest VisitCalifornia.com editorial

content spotlighted what’s new and newly re-opened in

California, while photo contests and other crowd-sourced

activities increased engagement with prospective visitors.

Social Media | Feb. 1 – April 30, 2021

• 2.92 million total followers

• 29.78 million total reach

• 60.86 million impressions

• 786,000 total engagement

Visit California’s social followers played

a game of “choose your adventure” and

charted an inspired road trip.

https://www.facebook.com/VisitCalifornia

http://instagram.com/visitcalifornia

https://www.pinterest.com/visitcalifornia/

https://twitter.com/VisitCA

https://www.youtube.com/c/visitcalifornia



Visit California leverages traditional media and influencer strategies to shine a spotlight on the California experience for high-opportunity audiences. Print, broadcast and social placements as well as events and hosted press trips keep the Golden State top-of-mind in a saturated national media environment.

Earned Media

0

25

50

75

100

125

Volume of Coverage

APRIL2021

MAR2021

FEB2021

JAN2021

DEC2020

NOV2020

OCT2020

SEPT2020

AUG2020

0

2

4

6

8

10

Average Media Impact Score

VISIT CALIFORNIA | SPRING BOARD MEETING Earned Media 23

96 Placements

Feb. 1 – April 30, 2021

Global Impressions

274.2 million

Media Effectiveness | Feb. 1 – April 30, 2021

Visit California took advantage

of consumer and media interest

in travel content to earn a high

media impact score — which

measures the efficacy of earned

media coverage in encouraging

travel — through the spring. The

January 2021 score was the

highest since January 2020.

“2021 California Vacation Ideas for Families and Road Trip Ideas From SoCal to NorCal”

— Traveling Mom

“13 California Road Trips You Should Try to Take at Least Once”

— Readers Digest

“The 12 Most Charming Small Towns in California”

— PureWow


Press Trips and Influencer Road Trips | Feb. 1 – April 30, 2021

Influencer highlights

Henry Wu @humminglion & Zory Shahanska @zorymory

• Placer County• Nevada County• Monterey County

• 28 restaurants featured

• 154 posts

• 670,200 total potential reach

Visit California hosted individual media and influencers to bring attention to a blossoming and reopening Golden State. Through social posts and articles, these travel storytellers showed their highly engaged audiences that safe travel in California is full of adventure and possibility.

Hosted media highlights

Kristin Braswell Travel + Leisure • Mendocino County• Monterey County• Sonoma County

Amber Gibson Fodor’s Guidebook

• Southern California

• Central Coast

Leila Najafi Pure Wow

• Temecula• Newport• Catalina

Culinary Influencer Campaign

• 3.9 million total potential reach

• 19 destinations featured

Jessica Wright @bontraveler • Santa Barbara• Ventura• Ojai

Visit California invited prominent foodie influencers based in gateway cities to dine out at local restaurants — old favorites, new opens or just dying to try. The influencers shared their dining experiences on social media and encouraged their followers to support local restaurants.


PR Pulse Report | Feb. 1 – April 30, 2021

Media Center Story Ideas | Feb. 1 – April 30, 2021

The PR Pulse Report compiles insights from Visit California’s

media outreach and extensive network of agency partners

into a digestible monthly newsletter. These resources helped

industry partners increase earned coverage, stay ahead of

media trends, and successfully work with and host media amid

ongoing travel restrictions.

Visit California puts out regular calls for industry partners to

submit content for media pitches on topics reflecting travel

trends and seasonal content, along with topics recommended

by agency partners as likely to gain traction with media. This

quarter’s story ideas resulted in numerous placements in

high-profile media outlets as well as on Visit California’s

owned channels.

• 1,700 subscribers

• 39% open rate

• 12 story ideas created

• 400+ destinations and businesses featured

Meredith Editors Virtual Event | April 14, 2021

Visit California connected California DMOs with top Meredith editors

to pitch story ideas centered on California road trips, capitalizing on

this travel trend just in time for summer and fall travel. The event

showcased California destinations through three virtual road

trips: Classic Highway 1, Highway to Harvest and Northern California

Scenic Wonders. Editors also received destination-themed gift

boxes to further inspire California travel coverage.

• 75 Meredith editors

• 12 destination partners

• 3 road trips pitched

https://industry.visitcalifornia.com/more/subscriptions

https://industry.visitcalifornia.com/partner-opportunities/submit-content/public-relations-content

https://media.visitcalifornia.com/marketing-communications/meredith-editors-event

Increasing California’s mindshare with domestic travel advisors remained priority No. 1 for Visit California’s travel trade program. The organization engaged and educated domestic agents through trade shows, new content partnerships with agencies and always- on channels such as a dedicated e-newsletter. At the same time, Visit California started to ramp up international outreach in large markets that are likely to resume visitation first, such as Mexico and the U.K.

Travel Trade & International


VISIT CALIFORNIA | SPRING BOARD MEETING Travel Trade 27

Visit California tapped into AFAR’s network of more than

7,500 travel advisors to drive awareness about California

travel and continued to build its domestic luxury advisor

network. An immersive quiz experience, dedicated

California email and recurring feature in AFAR’s twice

monthly advisor newsletter educated advisors about

California’s many safe travel options and Visit California

trip-planning content and tools.

AFAR Partnership | Feb. 1 – April 30, 2021

Building Domestic Travel Agent Relationships | Feb. 1 – April 30, 2021

The California STAR platform, which

provides California travel education

and resources to agents, increased the

number of domestic travel advisor

registrations and training graduates by offering incentives

and promoting the platform through domestic agency

networks. The platform also added new content through

partnerships with Visit Beverly Hills, Fisherman’s Wharf

and Visit Huntington Beach.

• 254 new registrants

• 68 domestic agents trained

• 3 new destination partners

• 46,500 total engagement

• 6 placements in AFAR travel advisor newsletter (30% open rate)

Hotelbeds Co-op | March 15 – April 30, 2021

Visit California resumed its Hotelbeds partnership starting

March 15 in response to rising hotel bookings and to align

with the launch of the “What If, California” national cam-

paign. An additional $20,000 Visit California investment

funded the partnership through June 15 for all participating

California partners at no additional cost.

• $40,000 Visit California investment

• 160% increase in hotel bookings

• 9 industry partners

https://industry.visitcalifornia.com/partner-opportunities/coops/california-star


Launched in spring 2020, Visit California’s travel trade e-newsletter has proved to be an essential relationship builder with domestic

agents following conferences, webinars and agency network

promotions. The newsletter exposes agents to Visit California

trip-planning content and important industry updates to inspire

itineraries and encourage bookings.

• 2,900 domestic travel advisor recipients

• 30% open rate

Travel Trade Newsletter | Feb. 1 – April 30, 2021

In the absence of in-person meetings, Visit California hosted travel advisor webinars and experiences to update agents on new resources to keep California top of mind with these key booking partners. These virtual touchpoints helped Visit California grow its footprint with domestic travel trade by increasing brand awareness and building up the organization’s domestic travel advisor database.

Virtual Travel Trade Outreach | Feb. 1 – April 30, 2021

WebinarsGo West California Caucus Feb. 23

35 industry partners

CA STAR WebinarMarch 11

161 travel advisors

Family Travel Digital Expo Partner Webinar March 16

731 travel advisors

8 sponsored rural partners

731 “Beyond the Gateways” webinar views

Virtuoso Immersion Webinar April 14

81 travel advisors

Luxury FAM3 industry partners

Greater Palm Springs, Los Angeles and Santa Barbara

6 domestic travel advisors

https://industry.visitcalifornia.com/more/subscriptions

The first event in the “Around the Globe” series, which connects California destinations with experts, travel trade and media from international markets, made its first stop in Mexico — expected to have the fastest rebound among all key source markets. A March 17 FAM introduced Mexican travel trade to the Aquarium of the Bay in San Francisco, Carmel’s food scene and skiing on Squaw. On April 14, a panel of Mexican travel experts shared insights with the industry in an Outlook Forum Plus webinar, which was followed by a networking event for California DMOs and Mexican tour operators.

Around the Globe: Mexico Spotlight | March 17 & April 14

• 17 industry partners

• 7 Mexican tour operators

• 5 destinations featured

• 240 webinar registrants


Virtual Trade Shows | Feb. 1 – April 30, 2021

Visit California maintained a prominent presence

at virtual trade shows to communicate an

important open for business message with travel

advisors anticipating a summer tourism spike.

Go West Summit March 1–5

149 travel advisors

23 advisor appointments

35 sponsored industry participants

ITB Berlin March 9–12

3,500 exhibitors from 120 countries

12 pre-scheduled appointments

Brand USA Global MarketplaceMarch 15 –18

19 advisor appointments

14 industry participants

TravelAge West Family Travel Digital Expo March 16

1,031 travel advisors

450 advisor booth visits

9 industry participants (hosted by Visit California)

TravPro XpoPRO Tradeshow — Adventure Travel April 6

1,300 travel advisors

202 advisor booth visits

3 industry participants

• 54 total agent appointments

• 61 total industry participants

https://industry.visitcalifornia.com/marketing-communications/outlook-forum

Canada• 34 sales calls

• 208 advisors trained

• 4,421 e-newsletter recipients

Mexico• 54 sales calls



United Kingdom• 30 sales calls



International Update | Feb. 1 – April 30, 2021


In anticipation of the return of travel from California’s most accessible international markets, Visit California continued outreach to in-market advisors in Canada, Mexico and the U.K. Through one-to-one meetings and an e-newsletter program, Visit California prepped agents with updated destination knowledge to help them package new products.

Engagement & Public Affairs


Through outreach to the public and key decision-makers in the state, Visit California raises awareness of tourism’s importance to the wellbeing of all Californians. Visit California engages in regular speaking appearances, committee meetings and one-to-one meetings with industry. The organization has ramped up these efforts to give and receive additional guidance at this pivotal moment in the industry’s recovery.

VISIT CALIFORNIA | SPRING BOARD MEETING Engagement & Public Affairs 32

Visit California’s first-ever virtual Outlook Forum drew record attendance at a moment when industry collaboration and alignment has never been

more important. Free for industry partners, the event delivered world- class travel and tourism speakers to a diverse audience that featured nearly 50% first-time attendees. President and CEO Caroline Beteta premiered the organization’s spring marketing strategy and creative. All content was available on-demand following the conference at OutlookForum.com.

• 2,636 total attendees

• 20 sessions

• 4 destination showcasesVisit Anaheim, Los Angeles, San Diego and San Francisco

California’s own Kevin Costner sat down with President and CEO Caroline Beteta to discuss his love of the state, road trips and his new travel companion app HearHere.

The conference concluded with a moving performance by Oakland musician Michael Franti.

2021 Outlook Forum | Feb.17–19, 2021

48 SEAKERS


California Hospitality and Tourism Roundtable

California Sen. Mike McGuire invited Visit California President and CEO Caroline Beteta to

join a panel of industry and labor representatives to speak to the importance of tourism

in the state’s recovery. Beteta discussed challenges stemming from the pandemic and the

efficacy of Visit California’s marketing following major state crises.

John DiFlauro, Disneyland Resort castmember and chief shop steward, Teamsters Local 495

Bhara Patel, President, Castle Inn & Suites

Rhonda Salisbury, CEO & film commissioner, Visit Yosemite Madera County

Horacio Cortés, Santa Clara County Convention Center team member, steward, Teamsters Local 853

Caroline Beteta, President & CEO, Visit CaliforniaMike McGuire, Senator, Senate District 2

Outlook Forum Plus Webinars | March 15 – April 30, 2021

Visit California’s new year-round series offers

industry insights and deep dives into Visit

California programs. The introductory webinars

helped partners stretch budgets, accelerate

recovery and opened an important new channel

for industry communication.

• 3 webinars• Working With Media in 2021• Amplify Your Marketing With

Visit California Spring Co-ops• Around the Globe: Mexico Spotlight

• 710 registered

• 550 total views

OutlookForum.com

https://industry.visitcalifornia.com/more/newsroom/hospitality-tourism-roundtable-2021

https://industry.visitcalifornia.com/marketing-communications/outlook-forum

California Tourism Month

TOURISM MONTHCALIFORNIA


Through the

month of May,

Visit California

celebrated a

resurgent tourism

industry. The organization also drew attention to

California’s thousands of unemployed tourism workers

with outreach and a video. To kick off the celebration,

President & CEO Caroline Beteta led a press confer-

ence from San Francisco’s Moscone Center alongside

Lt. Gov. Eleni Kounalakis and SF Travel President &

CEO Joe D’Alessandro.

An ongoing PR and social media campaign is

urging California residents and decision-makers to

embrace the “power of possibility” in California

tourism and the civic pride of supporting one of

the state’s most important industries.

• 164 placements

• 48.5 million impressions

https://travelmattersca.com/travel-hub/resilient-tourism-workforce

https://industry.visitcalifornia.com/partner-opportunities/programs/california-tourism-month

ANDERSON

TRUCKEE

AUBURN

FAIRFIELD

EL DORADOHILLSSANTA ROSA

SAN FRANCISCO

MAMMOTH LAKES

GILROY

SALINAS

PISMOBEACH

OPEN

CLOSED

BARSTOW

ONTARIO

RIDGECREST

YUCCA VALLEY

CABAZONTORRANCE

LOS ANGELES

OCEANSIDE

CROSS BORDER XPRESS

SAN CLEMENTE

COMING SOON

CALIFORNIAWELCOME

CENTER

LEGEND

Open

Closed

Coming soon


Rural Marketing Program Grants | Feb. 1 – April 30, 2021

Destination Third Thursday | Feb. 1 – April 30, 2021

California Welcome Centers | Feb. 1 – April 30, 2021

Visit California and its agency partners created a

comprehensive Regional Marketing Program to support

all California rural regions. The program included a

sponsored booth at the TravelAge West Family Travel

Digital Expo, regional promotions on the California Now

Podcast, regional consumer e-newsletter features and a

professional Getty Images photography package.

The Third Thursday program offers Visit California staff

the opportunity to learn more about destinations from

media-rich presentations delivered by DMO leadership.

This quarter, staff heard presentations from Visit Yuba

Sutter and North Lake Tahoe.

Increased foot traffic and relaxed travel restrictions allowed the majority of California Welcome Centers to reopen and for the new Torrance Welcome Center to open in April. These in-person resources provide an important touchpoint for Visit California to inspire visits to partner businesses through marketing materials, such as the “2021 Official State Visitor’s Guide,” and to help travelers navigate business openings and local guidelines.

• 74,600 walk-in visits

• $19,750 investment

• $200,000 value for rural partners

• 8 rural region grant recipientsCentral Coast, Central Valley, Deserts, Discover Inland Empire, Gold Country, High Sierra, North Coast (North of Ordinary), Shasta Cascade (Upstate CA)

New LocationTorrance, California

https://industry.visitcalifornia.com/about/welcome-center


Reaching the Industry | Feb. 1 – April 30, 2021

Through speaking engagements, one-on-one meetings, and email and social engagement, Visit California kept partners updated and received vital insights to tailor programs and resources to the evolving needs of an industry recovering from crisis.

Industry Engagement

Committee Meetings

NAME MEETING DATES

Executive Committee Feb. 16

Marketing Advisory Committee Feb. 17

PR Committee March 4

Snow Committee March 24

Visit California’s executives and industry relations

team facilitated hundreds of one-to-one

meetings with industry partners to identify pain

points and provide individualized support.

173 virtual meetings with industry partners

Speaking Engagements

13 speaking engagements

340 minutes of speaking time

FEBRUARY

3 League of California Cities: City Manager Conference

23 Go West Caucus

24 State townhall with Senator McGuire

25 GWTTRA Conference

MARCH

9 El Dorado Hills Board of Supervisors Meeting

16 TravelAge West Roundtable Webinar

16 Cal Travel COVID Task Force Meeting

25 TTMA State of the state

25 Mammoth Lakes Tourism Community Coffee Webinar

26 BizFed Institute Forum

APRIL

8 Yosemite Gateway partners meeting

14 CoralTree Hospitality Leadership Summit

21 Brand USA Global Marketplace panel

25–27 WTTC Global Summit Panel discussion

industry.VisitCalifornia.com

Industry Social Channels

Online CEO-Industry Engagement


Industry Communications

Visit California’s industry website is a digital resource for tourism industry partners to learn about and engage with the organization and its marketing programs.

30,200 sessions 18,000 users 73,000 pageviews

Feb. 1 – April 30, 2021

President and CEO Caroline Beteta ramped up

online outreach to the tourism and wider business

communities to open new doors to collaboration

and problem solving.

15 CEO Coronavirus Update emails sent

9,900 email subscribers

15,300 LinkedIn views

80,000 industry impressions

“Don’t be afraid to attract

sponsorships from competing

corporate entities. In travel, for

instance, several rental car

companies may be drawn to

sponsor an event or campaign.

It’s recognizing that there is

power and benefit in an alliance;

a rising tide lifts all boats. There

is an element of competition,

but there’s also the element of

togetherness to support a good

community cause.”

— Caroline Beteta Forbes Nonprofit Council

https://www.facebook.com/CTTCNews/

https://twitter.com/visitcanews

https://www.linkedin.com/company/cttcnews/

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

To help industry partners navigate a volatile tourism landscape, Visit California shared regular reports and forecasts at industry.VisitCalifornia.com/research. These reports cover data relating to the pandemic, key economic and travel indicators, and consumer sentiment.

VISIT CALIFORNIA | SPRING BOARD MEETING Research 39

New Research Releases

Monthly COVID-19 Research Dashboard Web Portalindustry.VisitCalifornia.com/research/report/covid-research-dashboard

Visit California developed a dedicated

webpage to host the monthly COVID-19

Research Dashboard. It is a summary

compilation of statistics from a variety of

Visit California and third-party data sets.

The dashboard provides data-driven

insights on the current status of recovery

for the travel industry across these key

indicators: economic, public health,

consumer sentiment, air and lodging.

Domestic Visitor Profilesindustry.VisitCalifornia.com/domestic

This new monthly report summarizes the

composition of visitors to California regions

by in-state, Western markets and the

U.S., as well as top in-state metro origin

markets and top out-of-state origin markets.

These insights, derived from UberMedia

geolocation data, help industry partners

track evolving visitor patterns in the

post-pandemic market.

MMGY Global Black Traveler Study A new study by MMGY Travel Intelligence

with input from Visit California identifies the

needs, behaviors and sentiment of Black

travelers. The report includes several study

areas specific to California, including past

visitation, future travel intent, destination

preference and brand perceptions.

RAND Labor Study Visit California contracted with RAND

Corp. to update and expand decade-old

demographics of the tourism and hospitality

workforce. The study provided Visit California

and its partners a fresh understanding of

how the industry compares to others in

California and refined the research on race

and ethnicity. As tourism businesses rebuild

and address diversity and inclusiveness,

the RAND findings provide a critical bench-

mark. The report sheds light on demographic

and wage trends in the industry and offers

vital context for elected officials considering

tourism recovery programs.

Research reports available at industry.VisitCalifornia.com/research/researchtrends

https://industry.visitcalifornia.com/research/report/covid-research-dashboard

https://industry.visitcalifornia.com/research/report/covid-research-dashboard

https://industry.visitcalifornia.com/research/report/domestic-visitor-profiles

https://industry.visitcalifornia.com/research/researchtrends

VISIT CALIFORNIA | SPRING BOARD MEETING Resources 40

CAROLINE BETETAPresident & CEO

MATT SABBATINIChief Operating Officer

RYAN BECKERVice President of Communications

LYNN CARPENTERVice President of Marketing

LEONA REEDAssociate Vice President of Global Marketing

Executive and Senior Management Team

Visit California Commission

SCOTT PLAMONDONCorporate Counsel

CHASE BROWNAssistant Controller

AMY CHAMBERSTourism Assessment Program Manager

STEPHANIE DEVRIESDirector of Executive Operations

KELLI GERADirector of Corporate Communications

HEATHER HUCKEBADirector of Research

JORDAN KERRDirector of Finance/Controller

JONATHAN LOPEZVisitor Information and Reception

JENNIFER MONTERODirector of International Marketing

SEAN MURRAYSenior Director of Technology and Innovation

ANGIE PAPPASDirector of Public Relations

AMBER RICHDirector of Engagement

GWYNNE SPANNDirector of Consumer Content

OFFICERS

JAMES BERMINGHAMChairCEOVirgin Hotels

GENE ZANGERVice Chair of MarketingPartnerCasa de Fruta Parkway, LLC

DAN GORDONChief Fiscal OfficerCEOGordon Biersch

BOARD MEMBERS

GARY BUFFOPresidentPure Luxury Transportation

JIM BURBAPresidentBurba Hotel Network

JASON CLARKEGeneral Manager/ Vice PresidentEnterprise Rent-A-Car

PETER CLARKEVice President – CMH Operations WestInterContinental Hotels Group

JOE D’ALESSANDROPresident & CEOSan Francisco Travel

MICHAEL DUNNEArea Vice President, WestHilton Worldwide

JEFF EISENBARTHSenior Vice President – Western RegionAvis Budget Group, Inc.

KEVIN FATChief Executive OfficerFat Family Restaurant Group

ROBERT GLEASONPresident & CEOEvans Hotels

DAN HARVEYDivision Vice PresidentThe Hertz Corporation

KAREN IRWINPresident & COO Universal Studios & Executive Vice PresidentUniversal Parks & Resorts

JOHN KELLIHERFounderGrapeline Wine Tours

TOM KLEINOwnerRodney Strong Wine Estates

WILLIAM LOUGHRANCOOEvolution Hospitality

TERRY MACRAEChief Executive OfficerHornblower Cruises and Events

JORDAN MEISNERSenior Vice President – Field OperationsHyatt Hotels & Resorts

CARLA MURRAYPresident, U.S. Western Region, Full Service MxMMarriott International

DEE DEE MYERSDirectorGovernor’s Office of Business and Economic Development

SIMA PATELChief Executive OfficerRidgemont Hospitality

KEN POTROCKPresidentDisneyland Resorts

BOBBIE SINGH-ALLENExecutive Vice President and COOCalifornia Lodging Industry Association

PETE SONNTAGSenior Vice President – Mountain DivisionVail Resorts

KURT STOCKSGeneral ManagerLegoland

PAUL TORMEYRegional Vice President & General Manager California RegionAccorHotels

BENJAMIN WEBSTEROffice Managing ShareholderLittler Mendelson P.C.

SCOTT WHITEPresident & CEO Greater Palm SpringsConvention and Visitors Bureau

Board members are travel and tourism industry leaders representing various regions and industry

categories. They are elected by their peers or appointed to serve on behalf of the governor.

Spring Board Meeting

Documents

Transcript of Spring Board Meeting