TOURISM MARKETING BUDGET GROWS TO $50 MILLION page 2 CALIFORNIA TRAVEL & TOURISM COMMISSION JULY 1, 2006 JUNE 30, 2007

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1 CALIFORNIA TRAVEL & TOURISM COMMISSION Y E A R I N R E V I E W JULY 1, 2006 JUNE 30, 2007 TOURISM MARKETING BUDGET GROWS TO $50 MILLION page 2 page 9 NATIONAL AD CAMPAIGN DEBUTS AT THE OSCARS page 13 INDUSTRY PARTNERS ACKNOWLEDGED FOR MARKETING EXCELLENCE page 18 CTTC ATTENDS WORLD S LARGEST INTERNATIONAL TRAVEL TRADE EVENTS page 20 INTERNATIONAL MEDIA RELATIONS RESULTS TOP $84 MILLION page 23 THREE NEW CALIFORNIA WELCOME CENTERS OPEN page 24 LOOKING AHEAD: THE 2007 REFERENDUM AND MORE

2 California Travel and Tourism Commission Executive Director s Message It is truly an exciting time to be part of California s tourism economic engine. California s domestic market share made its largest gain in recent years, tourism funding levels are at a record high and strategic marketing initiatives continue to position California as one of the world s premier travel destinations. The California Travel and Tourism Commission (CTTC) highlights many of these industry achievements here in Insights Year in Review. Governor Signs AB 2592 Creating $50 Million Budget Last year, Governor Schwarzenegger signed AB 2592 into law, allowing the tourism industry to collect additional assessments on passenger car rentals at airports and lodging properties. In addition to assessment collections from other industry segments, this landmark legislation allocated $50 million for FY 07/08 for tourism marketing (up from $25 million in FY 06/07). This dramatic increase in resources will allow the CTTC to greatly expand its marketing programs, directly benefiting tourism businesses. Governor s International Trade and Tourism Mission The CTTC partnered with Governor Schwarzenegger on two high-profile international trade and tourism missions this past year to promote California as a premier travel destination to consumers in Mexico and Canada. The CTTC plans Executive 2 Director s Message to once again leverage its partnership with the Governor s Office on a mission to India in early 2008, one of the world s fastest growing economies as well as travel markets. Brand Marketing Millions of viewers watch the Academy Awards for a glimpse of their favorite Hollywood stars. The CTTC launched its national spring/summer 2007 advertising campaign during coverage of the Oscars and continued it through June. According to Strategic Marketing & Research, Inc. (SMARI), such high-profile advertising efforts have ranked California s commercials as having the best recall among all tourism destinations in the U.S. Unique advertising and original marketing initiatives including media relations, travel trade and cooperative programs and an expanded Web site, reinforce the California brand giving consumers more reasons to visit. CTTC Welcomes Secretary Dale Bonner The CTTC is pleased to welcome Dale Bonner, who was appointed by the Governor in January as the Secretary of the Business, Transportation and Housing Agency (BT&H) and CTTC Chair, to the CTTC s statewide tourism industry team. Secretary Bonner brings a wealth of experience to the organization that will be instrumental in assisting the industry in its new endeavors. The CTTC thanks former Chair and BT&H Secretary Sunne Wright McPeak, who left the administration in November 2006, for her strong support and many contributions. Tourism Assessment Referendum Assessed businesses will be asked this November to renew the Tourism Marketing Act and Assessment Program (a renewal which is required by the industry every six years) that funds the CTTC and its marketing efforts. Recent gains in California market share demonstrate the positive impact that CTTC marketing programs have on the state s economy. With additional funding in place, the CTTC looks forward to continuing its work with travel industry partners. Caroline Beteta CTTC Executive Director Deputy Secretary for Tourism Business, Transportation and Housing Agency

3 Insights Year In Review CALIFORNIA TRAVEL & TOURISM COMMISSION Highlights of the Year The proof of the industry-led CTTC s success is in the results. Just last year, California met its 2010 domestic market share goals an astonishing five years ahead of schedule and more importantly, finally returning the state to pre-9/11 share levels. California Domestic market share climbed from 11.1 percent to 11.6 percent the biggest increase in recent years, which translates into $3.06 billion in additional travel spending; 30,300 travel-related jobs and $115.7 million in additional state revenue. Caroline Beteta CTTC Executive Director VISITCALIFORNIA.COM/YEARINREVIEW 1

4 California Travel and Tourism Commission Unprecedented $50 Million Allocated to Tourism Marketing History was made when Governor Schwarzenegger signed AB 2592 into law in September This monumental legislation allocated a record $50 million to the state s tourism budget. Funding levels of this magnitude will allow the CTTC to significantly expand its marketing programs, while engaging deeply in critical research and long-term program planning for the benefit of California s economic development far beyond The budget increase is a result of an additional tourism assessment program for the passenger car rental industry. In addition to assessment collections from the accommodations, restaurants and retail, and attractions and recreation segments, AB 2592 allocated $25 million from the passenger car rental industry for FY 06/07 and $50 million for FY 07/08 for tourism marketing. With $50 million, the CTTC will be able to significantly strengthen and expand current marketing and advertising efforts in key existing domestic and international markets, and introduce the California brand to long-haul domestic and international markets. Increased funding will also allow the CTTC to reach out to niche markets with volume/revenue potential, expand seasonal coverage to drive year-round visitation, and invest in technology programs such as Web sites, RSS feeds and e-newsletters to reach global mass markets. Advertising and technology, representing approximately 70 percent of the $50 million budget, are expected to have the most influence in driving CTTC programs. Advertising remains the largest program expenditure, while investment in technology and international programs increased over past years budgets. The CTTC developed a 5-Year Strategic Marketing Plan to guide and support the CTTC s collaborative and progressive global marketing initiatives based on an unprecedented budget of $50 million. CTTC GUIDING PRINCIPLES Do what the industry cannot do for itself the CTTC will provide a statewide marketing platform to promote the California brand. Leverage cooperative programs and focus on international and new market development the CTTC will introduce the California brand to far-reaching audiences and establish strategic alliances with trusted in-market brands. Evaluate programs return on investment (ROI) and measures on major programs the CTTC will track and evaluate market penetration and program impact on attracting leisure travelers. Focus on out-of-state and international audiences CTTC marketing programs will serve to attract new consumers to California, while providing industry partners with opportunities to reach new markets that are otherwise cost-prohibitive. Support assessed businesses the CTTC will be a resource to assessed tourism businesses by providing marketing opportunities, a technology link to reach mass consumers, and tourism research material vital to the success of their operation. Establish a technology link for all programs the CTTC will use technology and innovation to create targeted, timely and cost-effective brand messages for the industry, including assessed businesses, travel trade, media and consumers. Align with key California Convention and Visitor Bureaus (CVBs) the CTTC will coordinate resources based on high-impact programs and initiatives. 2 Budget

5 Insights Year In Review Strategic results in domestic and international markets will be achieved through annual work plans that outline specific programs for brand advertising, cooperative promotions, technology, publications, communications, travel trade, research, RURAL TOURISM and California Welcome Centers. Five core strategies drive the Strategic Marketing Plan: Protect and maintain volume in domestic primary markets. Reach new visitors in national opportunity markets. Expand marketing and seasonal coverage to drive yearround visitation. Deepen efforts in primary international markets. Develop technology platform to extend reach and impact. CONTRIBUTIONS BY INDUSTRY SEGMENT TOTAL BUDGET BY DISCIPLINE 3% 3% 2% 1% <1% 13% 5% 2% 4% 4% 6% 60% 79% 8% 12% PASSENGER CAR RENTAL ACCOMMODATIONS RESTAURANTS AND RETAIL TRANSPORTATION AND TRAVEL SERVICES ATTRACTIONS AND RECREATION BRAND ADVERTISING OPERATIONS CO-OP/PROMOTIONS TECHNOLOGY COMMUNICATIONS PUBLICATIONS AND FULFILLMENT TRAVEL TRADE RESEARCH MARKETING RESERVE CALIFORNIA WELCOME CENTERS VISITCALIFORNIA.COM/YEARINREVIEW 3

6 GOVERNOR LEADS TOURISM MISSIONS Mexico Trade and Tourism Mission California Tourism joined Governor Schwarzenegger, first lady Maria Shriver, and delegates representing California s agriculture, tourism and business communities on a Trade and Tourism Mission to Mexico in November Mexico is California s top international tourism market with more than double the total volume of travel from Europe and Asia combined. During the mission, the Governor announced the establishment of a California Tourism trade and public relations office in Mexico City. The CTTC announced in June that FACTO Publicidad in Mexico City will supplement the CTTC s marketing, travel trade and public relations endeavors that target the Mexican travel industry. The mission s signature event in Mexico City featured an exclusive premiere of the IMAX film, Adventures In Wild California, which had yet to be released in the Mexico City market, and a California food and wine lifestyle reception. The California Tourism delegation consisted of the Anaheim/Orange County Visitor & Convention Bureau; California Ski Industry Association; CityPass, Inc.; Walt Disney Parks and Resorts; Handlery Union Square Hotel; Kautz Ironstone Vineyards; LA INC., The Convention and Visitors Bureau; SeaWorld San Diego and Universal Studios Hollywood. 4 Trade Missions

7 TO TOP INTERNATIONAL MARKETS Canada Trade and Tourism Mission In May 2007, Governor Schwarzenegger led a delegation to Canada to promote California as a top business and travel destination. Members of the Cabinet; California Business, Transportation and Housing Agency (BT&H) Secretary and CTTC Chair Dale Bonner; the CTTC; agriculture and environmental business leaders and representatives from California s top travel destinations participated in this important event. The CTTC organized the mission s California Wine Tasting Experience receptions preceding the Governor s signature events that took place in Toronto and Vancouver. approximately 1,007,900 Canadian visitors traveled to and through California in 2005, contributing $710 million to the state economy in travel-related spending. Tourism delegates who participated in the Canada Trade and Tourism Mission included: CityPass, Inc.; Handlery Union Square Hotel; Palm Springs Desert Resort Communities Convention and Visitors Authority; Redding Convention & Visitors Bureau and Shasta Cascade Wonderland Association; Santa Barbara Conference & Visitors Bureau and Film Commission; SeaWorld San Diego and Universal Studios Hollywood. Canada sends more visitors to California than any other country except Mexico. According to Statistics Canada, California is the greatest travel destination in the world and I love selling our state to potential tourists across the globe. I ve organized trade missions to promote California tourism in Japan, China, Mexico and Canada. I will continue promoting tourism for as long as I am Governor. The CTTC is a critical part of every trade mission and all the work I m doing to encourage tourism. ARNOLD Schwarzenegger GOVERNOR VISITCALIFORNIA.COM/YEARINREVIEW 5

8 California Travel and Tourism Commission CALIFORNIA MARKET SHARE Commissioner Rick Lawrance President and CEO, California Lodging Industry Association Climbing Back to Pre-9/11 Levels the Investment Pays Off Since 1997, the CTTC has been promoting California as one of the world s premier travel destinations in order to increase travel-related revenues and tourism employment in California. Tourism sustains NEARLY one million jobs and is a crucial part of the state and local economies. 1 in 5 One out of every five overseas visitors to the U.S. traveled to California in % Total leisure visitor volume to California increased 5 percent thanks in part to a 7.7 percent growth in in-state travel by California residents, offsetting declines in leisure travel from out-of-state. NOTE: DOMESTIC VISITOR VOLUMES FROM D.K. SHIFFLET & ASSOCIATES ARE IN TERMS OF PERSON-STAYS, DEFINED AS THE NUMBER OF INDIVIDUAL TRAVELERS. MARKET SHARE REFERS TO CALIFORNIA PERSON-STAYS AS A PERCENT OF U.S. PERSON-STAYS. SOURCE: D.K. SHIFFLET & ASSOCIATES LTD., JULY 2007; U.S. OFFICE OF TRAVEL AND TOURISM INDUSTRIES; CIC RESEARCH, INC.; CALIFORNIA TOURISM RESEARCH. 6 Market Share

9 Insights Year In Review % Combined leisure and business travel by California residents grew 6.9 percent in 2006, while out-of-state travelers fell by 4 percent. The decline was expected as higher gas prices and fewer air bargains discourage long-haul travel in favor of short stays and trips closer to home. $3.06 BILLION California gained domestic market share of the U.S. travel market, moving from 11.1 percent in 2005 to 11.5 percent in For California, this means: $3.06 billion in additional travel spending 30,300 travel-related jobs $115.7 million in additional state revenue 11.3% Leisure market share increased from 10.9 percent in 2005 to 11.3 percent in Million Approximately 14.2 million international travelers visited California in Million An estimated 4.6 million overseas visitors traveled to and through California in 2006, a slight decline from 4.8 million in VISITCALIFORNIA.COM/YEARINREVIEW 7

10 California Travel and Tourism Commission Advertising Programs Reinforce the California Brand California Brand Strategy Reconfirmed and Refined The CTTC conducted a comprehensive qualitative research study with Smith & Company and MeringCarson advertising agency to refine California s brand strategy. The study marked the first time since 1997 that qualitative research of this scale had been conducted. The study was divided into two phases. In Phase I, 245 impromptu interviews were conducted with leisure travelers during their California vacation. In Phase II, 12 consumer focus groups comprising past and prospective visitors were conducted in Seattle, New York, Atlanta, Dallas and Chicago. Focus group exercises uncovered emotional connections to California. The study s overall results confirmed that the unique California lifestyle is more relevant than ever, driving strong interest to visit California. Results also revealed that consumers believe that California has the most diversity and the best of what life has to offer. You go to California to be whatever you want to be. prospective visitor from Dallas California Gets a New Look The CTTC unveiled a new logo concurrent with the launch of the new Web site. Both were designed to better reflect the California brand character. Qualitative research revealed that consumers responded very favorably to the new look. In support of the new Web site, the CTTC s commitment to interactive media has increased significantly using search engine marketing (SEM) to drive traffic, and online promotional programs and banners to encourage database sign-ups. Spring 2006 Ad Campaign Results The CTTC s spring/summer 2006 advertising campaign generated $1.96 billion in incremental travel spending, $127 million in tax revenues, and a return on investment of $29 to $1, according to Strategic Marketing Research, Inc. (SMARI). The $4.4 million campaign was anchored by a 30-second TV commercial that featured Hollywood celebrities Clint Eastwood and Teri Hatcher, as well as Misty May and Tony Hawk. Fall 2006 Travel Planner Insert The CTTC produced a four-color California travel planner cooperative that was inserted in Travel + Leisure (Nov. 2006), National Geographic Traveler (Nov./Dec. 2006) and Food & Wine (Dec. 2006) magazines, and mailed direct to 15,000 American Express cardholders. Total print distribution for the cooperative was 765,000. California Snow Campaign California s world-class ski resorts and winter destinations joined together for the second year to promote California to the destinationskier market. Here are some highlights: A 30-second commercial featuring Governor Schwarzenegger and professional skiers and snowboarders aired in November and December in Houston, Dallas, Chicago and Atlanta. The $1.45 million California Snow campaign also included print advertising, media relations, co-branding partnerships with Southwest Airlines and Warren Miller Entertainment, banner ads, search engine optimization and promotional giveaways on visitcaliforniasnow.com. California Snow influenced winter travel to California, resulting in $1.5 billion in economic impact, or $1,078 for every $1 spent on advertising. Free Cali Beanies were offered as an incentive to drive traffic to visitcaliforniasnow.com. The promotion generated more than 17,000 click-throughs in just three days. 8 Brand Advertising

11 Insights Year In Review We live in the fast lane. NASCAR Pro Jeff Gordon CALIFORNIA SPEEDWAY Fast Lane TV spot makes red carpet debut at Academy Awards California s spring/summer $10 million television advertising campaign debuted during the 79th Annual Academy Awards in February, leveraging the excitement and star power associated with the Oscars in CTTC primary markets. The campaign s 30-second commercial, titled Fast Lane, aired in Seattle, Portland, Salt Lake City and Denver in coverage prior to, during and after the Oscars. The spot features California celebrities including Governor Schwarzenegger and first lady Maria Shriver, Clint Eastwood, Teri Hatcher, Jeff Gordon, Wolfgang Puck, Misty May and Tony Hawk. The campaign continued through June with high-impact placements during top-rated programming such as American Idol, Survivor: Fiji, and Desperate Housewives, and on national cable networks including TBS, USA, TNT, Bravo, F/X and Comedy Central. The commercial also aired during prime time on Canadian networks in Calgary, Edmonton and Vancouver/Victoria. A partnership with Southwest Airlines further endorsed air travel from key national markets to California. Fast Lane was modified to include a Southwest Airlines tagline that featured promotional airfares to California from Atlanta, Chicago, Dallas, Houston, San Antonio, Phoenix and St. Louis. This valuable relationship leveraged media dollars to increase ad frequency while influencing traveler behavior. The annual advertising effectiveness study to measure California brand awareness, ad recall and destination preferences in primary domestic markets, other western and national markets, and targeted Canadian markets was conducted in July. Initial survey results expected in fall 2007 will show how potential travelers responded to the ads and how well the campaign performed against competing destinations. A second round of surveys in November will determine the return on investment from increased visitation as a result of the campaign. Welcome to California. Governor Schwarzenegger appearing with first lady Maria Shriver Commission Meetings and Highlights VISITCALIFORNIA.COM/YEARINREVIEW 9

12 California Travel and Tourism Commission California Tourism Leaders Meet with Members of Congress in Washington, D.C. California tourism leaders and congressional members met in Washington, D.C. in September 2006 to toast the Golden State s travel and tourism industry and its positive impact on the national economy. Tourism contributes $1.3 billion to the U.S. economy. As part of the Travel Industry Association s (TIA) inaugural Travel Leadership Summit, Jay Rasulo, TIA national chair and chairman of Walt Disney Parks and Resorts, joined the CTTC and the California Restaurant Association to host a Taste of California reception highlighting the state s major role in the country s tourism landscape. Twentyfive members of the California congressional delegation, and over 65 tourism leaders, legislative staffers, destination representatives and restaurateurs attended. The Travel Leadership Summit was designed to build a strong identity and unified voice for the travel industry in order to achieve favorable policy and legislative outcomes at the federal level Nancy Pelosi, Speaker of the House; Caroline Beteta, CTTC 2 Brad Burlingame, West Hollywood Marketing and Convention Bureau; Steve Hammond, Sacramento Convention & Visitors Bureau; Congresswoman Maxine Waters; Rick Lawrance, California Lodging Industry Association 3 Jay Rasulo, Walt Disney Parks and Resorts; Congresswoman Lois Capps 4 Caroline Beteta, CTTC; Jay Rasulo, Walt Disney Parks and Resorts; Antonio Villaraigosa, Mayor, City of Los Angeles 5 Congressman Dan Lungren; Congressman George Radanovich 6 Bob Roberts, California Ski Industry Association; Caroline Beteta, CTTC; Congressman Sam Farr, Co-Chair Congressional Travel and Tourism Caucus; Terry Westrope, Ocean Park Hotels, Inc. 10 Tourism Leaders in D.C.

13 Santa Rosa Sausalito 2 1 P San Francisco San Jose 3 Sacramento Stockton 700 MILES 4 5 Seaside San Luis Obispo Solvang Santa Barbara 6 Santa Clarita 7 Long Beach Million SPECTATORS CITIES World-class Cycling Race Showcases California OVER 1 BILLION MEDIA IMPRESSIONS The second annual AMGEN Tour of California professional cycling race of 144 elite cyclists from around the world followed an intense 700-mile, eight-day course in February. As a founding partner of the tour, the CTTC received international television commercial exposure on the VERSUS network, promotional signage along the course and the opportunity to present winning cyclists with the coveted King of the Mountain jersey. The CTTC also hosted an informational booth at each finish city s AMGEN Tour of California Lifestyle Festival. The AMGEN Tour generated over one billion media impressions worldwide through television, print, radio and Internet coverage. VERSUS aired 14 hours of race coverage, and the official race Web site generated 700,000 unique visitors. A record 1.6 million cycling fans lined the course making this event the most attended cycling race in the country. Discovery Channel Pro Cycling Team member and California resident Levi Leipheimer was crowned the overall winner of the race, making him the second consecutive Californian to take home the Yellow Jersey. The Tour spanned 12 cities from San Francisco to Long Beach.

14 California Travel and Tourism Commission Partnership Marketing Promotes Industry Partners California Rewards Program The multi-media California Rewards Program rewarded consumers with real dollar savings at over 600 tourism businesses. California Rewards cards were distributed through 250,000 LunchBoxers sold at Super WalMarts, and nearly two million were distributed by retail, restaurant and attraction partners including Albertsons, Applebee s, Longs Drugs and Monterey Bay Aquarium. California Rewards were promoted in Longs Drugs circulars, inserts in Travel + Leisure, Food & Wine, Good Housekeeping and National Geographic Traveler magazines, and in TIA s official U.S. visitors guide Discover America. California Rewards reached an estimated 6.2 million consumers. California Treasure Hunt Sweepstakes Launched in May 2007, the new California Treasure Hunt Sweepstakes program is designed to increase visitation to California while awarding travelers with various prizes and reward dollars for savings at California hotels and attractions such as LEGOLAND California, Monterey Bay Aquarium, San Diego Zoo, San Diego Zoo s Wild Animal Park, SeaWorld Adventure Park, Disneyland Resort, Universal Studios Hollywood, the Skunk Train in Fort Bragg, Carmel Plaza in Carmel, PIER 39 in San Francisco and the Palm Springs Aerial Tramway. A California Treasure Hunt insert was included in one million California Drives 2007 guides. California Fun Spots California Fun Spots, the CTTC s longestrunning cooperative marketing program, was significantly expanded in FY 06/07 to include a corporate sponsor, Best Western Hotels, and 49 attractions, up from six. A California-branded Fun Spots search engine marketing campaign was developed and an insert was distributed through Good Housekeeping magazine. Shop California The Shop California partnership with Shop America Alliance was expanded this year from the HATS (history, arts, tours and shopping) and BAGS (botanical arts, gardens and shopping) Collection vacation packages to include a new EATS (epicurean arts, tours and shopping) package. The collection of more than 30 vacation packages, priced from $40 to $400, showcases the best of cultural experiences combined with VIP shopping and dining offers in each of California s 12 tourism regions. Packages are sold at shopcalifornia.org, visitcalifornia.com, shopamericatours.com and through leading tour operators and travel agents worldwide. Partners include the Beverly Center, Westfield Shoppingtown MainPlace, Cabazon Outlets, Macy s San Francisco and Westfield Century City. California Wine Country Rewards Program The CTTC and the Wine Institute joined together to cross-promote member hotels and wineries. Hotels participated for free by giving California Wine Country Rewards cards to their guests. The cards were worth $25 in savings at participating wineries (each winery provided their own offer) or guests went online to select an offer. The program offered a great value-added benefit to hotel guests. Rural Tourism California Tourism increased the marketing initiatives and hired a dedicated rural tourism manager to help brand the state s eight rural tourism regions under the CTTC Rural Regional Cooperative Partnership Agreement. Rural efforts are anchored with the CTTC s overall brand advertising and marketing strategies to help develop awareness in untapped markets. Mary Ann McAlea, Folsom Tourism Bureau; Joe Gagliardi, Folsom Chamber of Commerce; Susan Wilcox, CTTC 12 Cooperative Promotions and Industry Partnerships

15 Insights Year In Review California Tourism Marketing Excellence Awards Economic Development Through Cultural & Heritage Tourism In collaboration with the California Cultural and Heritage Tourism Council, the CTTC held a series of regional cultural and heritage tourism and economic development forums that attracted over 1,500 stakeholders and elected officials. These forums emphasized the important roles that cultural and heritage assets play in generating tourism revenue in rural communities and preserving California s unique lifestyle. California The Soundtrack The CTTC s music CD compilation of eight songs about California, titled California The Soundtrack, was designed to remind consumers of California s special place in our hearts and culture through iconic songs by artists such as the Beach Boys and The Mamas and The Papas. Best Western Hotels joined the CTTC as a distributor partner for the CD. CTTC Marketing Programs Matrix A comprehensive list of CTTC marketing programs open to industry participation is now available online at visitcalifornia.com. The list is updated regularly and features advertising, cooperative marketing, media relations, publications, travel trade, international outreach and Web site development opportunities. Contact information, deadlines and fees for each program are included in the matrix. The CTTC programs are designed to supplement industry partners marketing efforts. California tourism organizations were honored in March at the California Conference on Tourism for outstanding marketing, advertising and public relations campaigns. The 13th annual California Tourism Marketing Excellence Awards were presented to: Best Overall Marketing Campaign Destination Laguna Beach Visitors Bureau Best Overall Marketing Campaign Attractions and Recreation SeaWorld San Diego Best Overall Marketing Campaign Restaurants and Retail San Diego Convention & Visitors Bureau Best Print Piece San Diego Unified Port District Best E-commerce Northstar-at-Tahoe Resort Best Radio Advertisement LEGOLAND California Best Television Advertisement SeaWorld San Diego Best Public Relations Campaign Knott s Berry Farm Theme Park Best Visitor s Guide or Brochure Palm Springs Bureau of Tourism Best of Show SeaWorld San Diego VISITCALIFORNIA.COM/YEARINREVIEW 13

16 California Travel and Tourism Commission CTTC Communications Program Keeps California Top-of-mind News Releases & What s New in California Approximately 25 news releases and media advisories were distributed to media featuring various California themes, CTTC programs, publications, promotions and research findings. Nearly 3,000 national and international media received What s New in California, a quarterly publication highlighting new developments in California tourism. CD Press Kit An updated press kit was developed for distribution at domestic and international media and trade events, and to media upon request. A new image CD to complement the press kit CD was specially created for distribution at International Pow Wow in May. CTTC Insights Online In September 2006, the CTTC revamped its biannual printed Insights publication into a monthly newsletter, Insights Online. This timelier electronic version that is distributed to approximately 4,500 addresses allows the CTTC to regularly share current and breaking news and inform assessed businesses and industry partners on cooperative program opportunities. Winter Kick-off Media Mailing The CTTC mailed a promotional package to approximately 125 key domestic media and 75 international contacts. The January 2007 mailing included a letter introducing the CTTC s new logo and Web site, a redesigned press kit CD, and a TSA-compliant travel pack of luxury toiletries just the right amount to tuck in a carry-on bag for a California visit. Media Relations Results The CTTC continued to create newsworthy events and materials for the media in domestic and overseas markets. The CTTC generated $8.1 million worth of domestic coverage for California and over $84 million worth of international media coverage. (Source: PRtrak) CTTC Insights Year in Review Distributed to over 8,000 California tourism-related businesses, CTTC s Insights Year in Review recaps marketing activities, advertising programs and other CTTC programs that took place during the previous fiscal year. Selling the California Story In addition to large-scale media events, the CTTC made individual sales calls to editors and reporters, and provided travel assistance to more than 200 journalists for the purpose of story development in print, broadcast and electronic outlets. 14 Communications

17 Miami Media Luncheon In April, the CTTC hosted a private luncheon in Miami to acquaint Miami s top media with California s diverse travel opportunities. Among attendees were: Atmosphere magazine, South Florida Sun-Sentinel, Diario Las Americas, Gerencia de Viajes, Recommend Magazine and Travel Advance. Sales calls were also conducted with The Miami Herald, South Florida Sun-Sentinel and Univision s Despierta America. This was the first time the CTTC made dedicated media sales calls in the Miami market. Story lines pertaining to California food/wine, culture and skiing were especially well received. CTTC MEDIA EVENTS Media Outreach in London and Dublin The CTTC and a delegation of California public relations partners traveled to London and Dublin in June 2007 to meet with media representatives. More than 45 journalists attended private luncheons in both cities to learn about California. This was the first time the CTTC hosted dedicated media events in each market. The following outlets were among the attendees: Conde Nast Traveler, Golf & Travel, No Frontiers Ireland, The Independent, Irish Independent on Sunday, Luxury Publishing and GMTV. California delegates included: West Hollywood Marketing & Visitors Bureau, San Diego Convention & Visitors Bureau, Palm Springs Desert Resort Communities Convention and Visitors Authority, San Francisco Convention & Visitors Bureau and Sacramento Convention & Visitors Bureau. San Francisco Media Reception The AAA Club Level at AT&T Park was the setting for the successful San Francisco Media Reception held in October The event attracted 85 media and a record 74 delegates representing 60 California tourism companies. Media who attended the event represented such outlets as Sunset magazine, Travel + Leisure, VIA, Diablo, Marin Magazine, San Jose Mercury News, San Francisco Chronicle, Sacramento Bee and KGO radio. New York Media Reception The CTTC s annual New York Media Reception, held in February 2007, attracted 93 media and 54 delegates representing attractions, destinations and hospitality industries from throughout California. Media were invited to Crash the Party for an evening of California attitude, food and wine. Among the media attendees were: Travel + Leisure, Working Mother, Budget Travel, Diversion, Modern Bride, Successful Meetings, Washingtonian, The Financial Post, Leisureways, The Globe and Mail and Meetings & Incentive Travel.

18 California Travel and Tourism Commission Commissioner Louis Meunier EXECUTIVE VICE PRESIDENT, MACY s Setting lofty goals and exceeding them has become routine for the CTTC. The CTTC is currently expanding its Web presence and cooperative marketing programs to further help it increase California tourism. New visitcalifornia.com links more users to Golden State New & Improved California Tourism Web Site In December 2006, the CTTC redesigned the visitcalifornia.com Web site to capture more viewers, encourage longer vacations and offer the convenience of direct bookings. The improved Web site captures the California attitude and brand, and features expanded versions of 12 Regions of California, Things to Do and Getting Around. Future upgrades will include drive routes and time, foreign language versions and weather information. The 12 Regions of California section offers downloadable travel itineraries, must-sees and information on special events. Tourist attractions and Inside Scoops, or recommendations from locals on how to experience the true California lifestyle, are featured in Things to Do. In Getting Around, users can download regional and state maps, and find information on rental cars and public transportation. Top international visits to domestic visitcalifornia.com in FY 06/07 Canada 58,850 U.K. 39,727 Italy 20,365 Germany 18,313 Australia 17,301 Japan 15, percent of visitcalifornia.com visitors spend up to 10 minutes browsing the CTTC s redesigned Web site, compared to just 10 percent on the PREVIOUS Web site. visitcalifornia.com received over 32,000 visits in just two days as the result of an that announced California Tourism s free California Official 2007 Visitor s Guide and Travel Planner. 16 Technology

19 S P E C I A L A D V E R T I S I N G F E A T U R E Insights Year In Review Niche Guides Explore California s Diversity California Official 2007 Visitor s Guide and Travel Planner (CVG) The completely redesigned CVG is better than ever. The CTTC partnered with Sunset Publications to produce the guide that includes 47 new maps, regional tour drive guides, editorial content, lists of attractions and easy-to-read lodging and recreation vehicle park charts. The free 220-page visitor s guide is divided into two parts titled Inspiration and Action. The Inspiration section lists attractions and cultural and recreational activities. The Action section is all about planning a California trip, with a detailed look at each of the state s 12 tourism regions. Visitor s Guide Sold on Newsstands The CTTC partnered with Sunset magazine to produce a newsstand version of the California Official 2007 Visitor s Guide and Travel Planner. The special edition featured maps, editorial content and information on accommodations and special events. It was sold in key domestic markets including Arizona, Nevada, Oregon and Washington. California Drives 2007 FIND YOURSELF HERE The improved, 32-page California Drives 2007 guide features detailed maps leading to California Welcome Centers, rustic towns, cool mountains, country roads, family attractions, beaches, cultural heritage sites and mining camps. Each of the drives in California Drives 2007 can be broken into day and weekend outings. The guide is distributed through Sunset magazine, California State Parks, California Welcome Centers, various in-state visitor centers, and domestic and international trade and media events. The online version allows visitors to bookmark pages, make notes and print specific trips of interest. The guide is free and can be viewed online or downloaded at bestofcaliforniadrives.com or visitcalifornia.com. FREE PULL-OUT MAP ROMANTIC WEEKENDS Apresents 4 7 NEW MAPS + DRIVE GUIDES SPRING GETAWAYS Sunny Beaches Backroad Drives Fun for Kids Wine Country PLAN YOUR NEXT TRIP Resorts Hotels Camping Casinos Theme Parks California Official State Map 2007 The CTTC produced 1.25 million copies of the full-color California Official State Map The maps were inserted into the California Official 2007 Visitor s Guide and Travel Planner, and are distributed at trade shows, California Welcome Centers and through Best Western Hotels. The map highlights California Fun Spots and other points of interest. Digital Version of California Official 2007 Visitor s Guide and Travel Planner (CVG) The CTTC continues to use technology to make travel planning easy. The digital version of the CVG, found at visitcalifornia.com, allows users to save a copy of the document and view it in offline mode, add personal notes, send a copy with notes, bookmark pages and click to industry partners Web sites. The site also allows the CTTC to track user behavior. BACKROAD DISCOVERY New Road Trip Maps Destination Adventures Dining, Wine Country Tours, Family Fun, and More DRIVES 2007 VisitCalifornia.com 2007 Official State Visitor s Guide and Travel Planner California Drives 2007 has a circulation of over one million, with 500,000 inserted into Sunset magazine s July 2007 edition for subscribers in California and neighboring drive-market states. VISITCALIFORNIA.COM/YEARINREVIEW 17

20 California Travel and Tourism Commission Travel Trade Alliances Strengthen California Brand International Market Visitor Guides The CTTC produced an abridged version of the California Official 2007 Visitor s Guide and Travel Planner for distribution throughout the U.K., Germany, Japan and Mexico. Distribution channels included magazines and travel shows to reach over 300,000 consumers and travel trade professionals. In the U.K., the guide was distributed with Essentially America, a U.S.-focused travel magazine. In Germany, 50,000 guides were distributed to Focus magazine subscribers. Focus magazine is the German equivalent of Time magazine. Japan and Mexico each received 10,000 language-specific copies for general distribution. The Japanese version was also used as a fulfillment piece for a Japanese Department of Commerce Web site promotion. EXPO Vacaciones The CTTC and nine California partners traveled to Mexico in February 2007 to attend Expo Vacaciones, the signature travel trade show in Mexico organized by Visit USA. The event included a seminar for travel agents on the Shop California program, a trade show and one-on-one prescheduled appointments with tour operators, meeting planners, incentive companies and other travel trade. The CTTC conducted approximately 15 appointments, generating leads for the California tourism industry. The CTTC also hosted a closing reception for approximately 25 travel trade and media representatives. National Tour Association (NTA) Over 3,000 people, including tour operators, DMOs and suppliers, attended the NTA group tour operator show held in November 2006 in Salt Lake City. California had the largest delegation in attendance with over 150 representatives. The CTTC co-sponsored a premier reception that featured esteemed California wines and cheese from Hilmar Cheese Company. The CTTC s partners at NTA included: San Francisco Convention & Visitors Bureau, Sacramento Convention & Visitors Bureau, Monterey County Convention & Visitors Bureau, Calaveras Visitors Bureau and Shop California. The CTTC conducted approximately 40 one-on-one prescheduled meetings, generating leads for the California travel industry. World Travel Market (WTM) The CTTC and 14 California partners participated in WTM, the world s largest English speaking travel exhibition, in London in November Each year, the CTTC and its partners host the popular VIP Tour Operator and Media Film Premiere event. Guests were treated to the premiere screening of Stranger Than Fiction starring Will Ferrell and Dustin Hoffman at the Vue Cinema in London s Leicester Square. Over 100 key tour operators and media including Virgin Holidays, Travel Channel and United Vacations attended this annual pre-wtm event. ITB The CTTC and 11 California tourism businesses showcased the Golden State s newest travel products at the annual ITB exhibition in March. The five-day event in Berlin, which set record attendance this year by 15 percent, is the world s largest travel trade, media and consumer show. Over 100,000 trade visitors attended ITB. TIA International Pow Wow California took center stage in May when approximately 1,500 domestic and international wholesale buyers from more than 70 countries visited Anaheim for TIA s International Pow Wow. As the host state for International Pow Wow, California had the unique opportunity to showcase its diversity. In addition to conducting nearly 150 prescheduled appointments with buyers, the CTTC hosted a U.K./Ireland welcome reception, met with over 100 journalists and organized six post-event familiarization tours for 105 trade buyers and media representatives. Pow Wow is the travel industry s premier international marketplace and the largest generator of Visit USA travel. 18 Travel Trade

21 Insights Year In Review World Travel Market, London. Left to right: Lynn Carpenter- Schumann, CTTC; Robert Holmes Tuttle, Ambassador to the Court of St. James s; Jennifer Jasper, CTTC. WTM 100 KEY OPERATORS SeeAmerica Australia/New Zealand The CTTC and over 15 California companies participated in SeeAmerica expos for travel agents in Auckland, Brisbane, Sydney, Melbourne and Perth in February Each California partner had a table top exhibition space and delivered a short presentation centered around this year s theme, Shopping USA. The CTTC also sponsored a luncheon that was attended by key media and country officials. Media who attended the luncheon included Vacations & Travel magazine, Luxury Travel Magazine, and The Great Outdoors television show. POW WOW 70 COUNTRIES Mark International The CTTC and Mark International executed a marketing campaign that ran from October 2006 through February 2007 with targeted sales efforts in Anaheim, San Diego, San Francisco and Los Angeles. The program included blasts, Web site banners and in-country sales calls. Sales of California products increased by 25 percent overall to the four destinations. The biggest increase was seen from the Mexican market. California Tourism Information Center Scandinavia Scandinavia is quickly earning its place among California s influential international markets thanks to new non-stop air service to San Francisco International Airport. The Nordic Region ranked as the 5th largest market for visitor arrivals to North America in The California Tourism Information Center Scandinavia program gives California travel industry partners such as the San Francisco Convention & Visitors Bureau the opportunity to distribute collateral material throughout Denmark, Norway, Finland, Sweden and Iceland. VISITCALIFORNIA.COM/YEARINREVIEW 19

22 California Travel and Tourism Commission Record $84 Million in Press Coverage Generated Overseas U.K. and Ireland Black Diamond was awarded the CTTC contract in August 2006 to provide travel trade and public relations representation in the U.K. and Ireland. The agency promoted California at Holiday World Ireland, a trade and consumer show that attracted 3,900 trade attendees and over 51,000 consumers. Black Diamond promoted California s wine regions at the Wine Institute s Annual Tasting, and helped coordinate the VIP Tour Operator Media Film Premiere event held in conjunction with World Travel Market. The agency organized Tour of California familiarization trips and participated in TTG Travel Agent Roadshows, which hosted 150 travel agents and 10 suppliers per night. Black Diamond fielded 214 media inquiries and generated a publicity value of $11 million. Germany Marketing Services International (MSI) offered sales staff training at DERTour, Canusa and Visit USA trade events. The agency also represented California at ITB in Berlin, and participated in a joint promotion with 500 travel agencies that featured California wine tastings and tour packages. Consumers were targeted with an X-Men 3 DVD in-store and magazine promotion that included a raffle for a trip to San Francisco. MSI serviced 445 media inquiries and generated $16 million worth of media coverage. Japan Marketing Garden held a trade show and media marketplace in Hong Kong, Shanghai, Beijing and Taipei to promote California travel. The agency also facilitated promotional efforts at JATA in September 2006, and organized a trade seminar with the San Francisco Convention & Visitors Bureau and United Airlines in Tokyo, Osaka and Nagoya that attracted 149 travel trade representatives. The California message reached consumers in a promotional campaign with Mitsukoshi department store. The office fielded 643 media inquiries that resulted in $54 million worth of coverage. Australia/New Zealand Gate 7, a seasoned marketing/pr firm in Australia, was named the agency of record in January 2006 to handle the CTTC's travel trade and public relations efforts in Australia and New Zealand. Gate 7 led three travel agent familiarization trips to showcase non-urban experiences to counter California s urban image. Gate 7 participated in See America Week and trained over 1,500 travel agents in Australia and New Zealand on California travel products. The office fulfilled 206 media inquiries and generated a value of approximately $2.7 million in media coverage. FACTO Publicidad Helps CTTC in Mexico The CTTC announced in June that FACTO Publicidad in Mexico City will supplement the CTTC s marketing, travel trade and public relations endeavors that target the Mexican travel industry. Mexico is California s top international market. An estimated 8.6 million Mexican visitors traveled to California in Reaching Canadian Consumers Based on data supporting growth in travel volume from Canada to California over the past five years, the CTTC launched an $800,000 brand advertising campaign in Western Canada as an extension of the CTTC s domestic ad strategy. The Lucky Day commercial aired on major Canadian networks in Calgary, Edmonton and Vancouver/Victoria over the course of nine weeks. Canada s limited supply of commercial minutes available, just 12 minutes per hour, provided an uncluttered opportunity to deliver California s message. International Summit The CTTC held its inaugural International Summit in February with representatives from its offices in the U.K., Germany, Australia and Japan. The purpose of the intensive two-day event was to review and develop international marketing programs to maximize California brand awareness in overseas markets. Among the topics of discussion were enhanced advertising, cooperative programs, online initiatives, publications and public relations. 20 International Marketing

23 COMMISSIONER Claire Bilby CTTC Vice Chair Vice President, Sales and Destination Marketing, Walt Disney Parks and Resorts One of the most important things that the Commission does is to provide businesses with an opportunity to do what we, as an industry, often cannot do on our own. Advertising, public relations, technology and trade programs internationally are great examples of how the CTTC plays a vital role for the state s travel industry.

24 California Travel and Tourism Commission Industry Research Aids In Developing Tourism Marketing Programs California Tourism develops statistical data on in-state, domestic and international visitors for evaluating internal marketing programs. The Data also helps support the travel-related marketing and research activities of the CTTC s industry partners, SUCH AS: destination marketing organizations; local, state and national governments; and media and business investors. CTTC research is published in reports, studies and media releases, and is posted on visitcalifornia.com. Domestic Travel to California D.K. Shifflet & Associates, Ltd. provides monthly visitor volume estimates, seasonal forecasts, and an annual year-end report of the official counts of leisure and business person-trips, destinations visited, length of stay, party size, mode of transportation, visitor origins, market share and per capita daily expenditures. California Travel Research Bulletin Free monthly bulletins ed to subscribers contain travel-related research and statistics, links to just-released data, and upcoming research projects and conferences. The bulletins are also posted on visitcalifornia.com. Research Web Site An interactive Web site developed by research firm Dean Runyan Associates for the CTTC allows industry partners to create county and state impact charts and tables online. The Web site features data on 2006 state travel spending, employment and tax impacts, 2005 impacts for every county, city-level Transient Occupancy Tax (TOT) rates, tax revenue and room sales. CTTC PROGRAM CONTACTS Caroline Beteta Executive Director cbeteta@visitcalifornia.com Lynn Carpenter-Schumann Marketing lcarpenter@visitcalifornia.com Jennifer Jasper Communications jjasper@visitcalifornia.com Terri Toohey Assessment ttoohey@tourism.ca.gov Troy Cantrell Information Technology tcantrell@visitcalifornia.com Sue Coyle Corporate Communications scoyle@visitcalifornia.com Janice Simoni California Welcome Centers jsimoni@tourism.ca.gov Susan Wilcox Operations/Industry Relations swilcox@visitcalifornia.com Tracy Garrett Finance & Human Resources tgarrett@visitcalifornia.com Glenda Taylor Travel Trade gtaylor@visitcalifornia.com 22 Research

25 Insights Year In Review Three New California Welcome Centers Offer Visitor Services Three New California Welcome Centers Pismo Beach, Oxnard and San Bernardino Three California Welcome Centers (CWCs) opened in FY 06/07 to offer visitors tourism information such as: brochures for destinations, attractions, performing arts and accommodations; reservation services; Internet access; regional and California merchandise; attraction ticket sales; and state-of-the-art flat screen advertising for tourist attractions. The California Welcome Center, Pismo Beach is located on the Central Coast off Highway 101 in the Prime Outlets Pismo Beach shopping center. Visitors can search for valuable tourist information and relax in the plush lounge with a TV. The California Welcome Center, Oxnard is located off Highway 101 and features a rotating Ventura County museum exhibit, a children s corner, and nautical artwork from the Maritime Museum. The California Welcome Center, San Bernardino, located in the heart of Southern California s Inland Empire, highlights a Route 66 theme and has interactive displays, a juke box that plays California tunes and an animatronic bear that recommends area attractions. Each of California s 13 CWCs prominently promote their immediate area to travelers and also represent the entire state through dissemination of statewide visitor information. Safety Roadside Rest Areas The CTTC, in partnership with Caltrans and the California Business, Transportation and Housing Agency, is looking ahead to revamp California s 87 roadside rest areas. The rehabilitation program aims to update facilities, improve accessibility and increase safety and security. The enhanced rest areas will also be designed to serve as a welcome mat for California visitors. CALIFORNIA WELCOME CENTERS LOCATION TOTAL VISITORS CWC, Anderson 23,276 CWC, Arcata 9,705 CWC, Auburn 18,147 CWC, Barstow 314,726 CWC, Merced 51,646 CWC, Oceanside 112,788 CWC, Oxnard 2,381 CWC, Pismo Beach 160,631 CWC, San Bernardino 2,353 CWC, San Francisco 163,725 CWC, Santa Ana 102,281 CWC, Santa Rosa 55,920 CWC, Yucca Valley 20,285 Total Visitors July 2006 June ,037,864 California Welcome Center (CWC) Infomercial The CTTC created a two-minute infomercial for industry partners that highlights the 13 CWCs and the travel services they provide to consumers. The video also contains information on how to advertise at a CWC, and interesting statistics on CWC visitors. View the video at certifiedfolder.com/distribution/cwc.php. VISITCALIFORNIA.COM/YEARINREVIEW 23

26 California Travel and Tourism Commission Commissioner Terry MacRae CTTC Vice Chair CEO, Hornblower Cruises & Events Looking Ahead The CTTC is a valuable tool for businesses in the tourism industry. It is very important for the CTTC to take advantage of the promotions and participate in the Governor s trade and tourism missions to leverage on the star power of a Governor like Arnold Schwarzenegger and show that tourism is truly one of California s largest industries. Web 2.0 The second phase of visitcalifornia.com s transformation will be launched in FY 07/08. Enhancements include infrastructure improvements; tools to increase traffic to assessed businesses, visitors bureaus and destination marketing organizations; improved content for search engine optimization and consumer usability; and platforms for developing international versions of visitcalifornia.com in local languages. New TV Spot The CTTC s newest TV spot, Work, will debut October 8 on national broadcast and cable networks. The commercial features celebrity appearances including Governor Schwarzenegger, actor Rob Lowe and professional athletes Phil Mickelson and Levi Leipheimer. Increased funding will allow the new spot to air for six months this fiscal year, double that of FY 06/07. 24

27 Insights Year In Review India Commissioner John Koeberer President, California Parks Company The CTTC will travel with Governor Schwarzenegger to India in early 2008 to promote California tourism. India is one of the world s fastest growing travel markets. By 2010, outbound travel from India to the United States is expected to double over 2005 levels. (Source: Emerging Tourism Markets, China and India, TIA) $20million The CTTC plans to allocate nearly $20 million to international marketing over the next five years. Enhanced outreach is expected to: Generate $1.7 billion in visitor spending Generate $66.7 million in state tax revenues Support 18,000 new jobs Culinary California In support of FY 07/08 s brand advertising strategy to leverage food and wine as a driver for destination choice, the CTTC entered into a historic partnership with the Wine Institute to promote the state s renowned wine and cuisine offerings. The cornerstone of the five-year partnership is a national TV campaign featuring Governor Schwarzenegger and wine and culinary celebrities promoting California s rich bounty of wine and food, scheduled for launch in winter Internet marketing and public relations programs will help support the Culinary California campaign. The CTTC s aggressive marketing campaign to promote all of California, both urban and rural areas, directly benefits the entire tourism industry. This year s Renewal campaign is more important than ever. An investment in marketing is an investment in the future. VISITCALIFORNIA.COM/YEARINREVIEW 25

28 California Travel and Tourism Commission Terry Westrope CTTC Chief Fiscal Officer Vice President of Administration, Ocean Park Hotels, INC. As chief fiscal officer, I have much respect for the way the CTTC conducts business and manages its financial investments, and for the effectiveness of the Commission s departmental programs. Vote Yes! CALIFORNIA TOURISM MARKETING RENEWAL In the early 1990s, California experienced a dramatic downturn in domestic travel market share. Travel and tourism-related businesses affected by the downturn requested that California legislators introduce a bill to aid in promoting travel to California. The Tourism Assessment Program was created under the California Tourism Marketing Act in 1995 with the passage of SB 256. The legislation authorized self-imposition of an assessment by businesses that benefit from travel and tourism. It also authorized the establishment of the California Travel and Tourism Commission (CTTC), a non-profit, public benefit corporation to oversee the promotion of California as a premier travel destination. Vote Yes this fall The Tourism Assessment Program is renewable by industry referendum every six years. This fall, the industry will be asked to renew the Tourism Assessment Program that helps fund the CTTC and its marketing efforts. Ninety percent of the CTTC s budget goes directly to marketing and reserves. Without renewal of the Referendum, California will move to last among state tourism marketing budgets, essentially ceasing all marketing of California beyond its borders. The Tourism Assessment Program was last renewed in 2001 by an 84 percent favorable vote. Ballots will be mailed to all assessed businesses this October. Tourism generates estimated $93 billion in California Since 1998, when the travel industry began funding the CTTC and its marketing programs, California domestic travel market share grew from 9.7 to 11.1 percent. Today, California tourism generates approximately $93 billion in spending each year, supports 928,700 jobs and generates $5.6 billion in local and state taxes. 350 million travelers visit California Through a combination of sophisticated television advertising, interactive Web site and online presence, visitor publications, cooperative programs and media outreach in domestic and international markets, California is the most visited state in the nation. An estimated 350 million domestic and international travelers visit California each year. Thanks to increased assessment funding in 2007 as a result of AB 2592, the CTTC is embarking on an unprecedented marketing program to further define California as one of the world s premier travel destinations while increasing travel-related revenues and tourism employment. Increased funding moved California from sixth to third place among the nation s top state tourism marketing budgets. ONLY With your support, WILL tourism continue to positively impact California s economic development. 26 Referendum

29 Insights Year In Review Voting YES on the California Tourism Marketing Renewal will ensure California tourism remains competitive with other states and other worldwide destinations. If the renewal fails to pass, California will rank last in tourism marketing budgets. Comissioner Jon Handlery Senior Vice President and General Manager, Handlery Union Square Hotel CTTC REGIONAL MARKETING REPRESENTATIVES CTTC regional marketing representatives reported over 2,700 meetings with assessed businesses throughout California. The six representatives attend industry events and meet with travel industry partners on a regular basis to communicate the CTTC s various marketing programs and cooperative opportunities. Bob Amano L.A. and Orange County bamano@visitcalifornia.com Kathy Anderson San Diego, Inland Empire and Deserts kanderson@visitcalifornia.com Shellie Cook Northern and Central California scook@visitcalifornia.com Pettit Gilwee Northern and Southern California Mountains pgilwee@visitcalifornia.com Jean Johnstone San Francisco Bay Area/Central Coast jjohnstone@visitcalifornia.com VISITCALIFORNIA.COM/YEARINREVIEW 27

30 California Travel and Tourism Commission CTTC Commissioners Work Together to Benefit Industry Dale Bonner Secretary, California Business, Transportation and Housing Agency, FORMER CHAIR CHAIR EXEC. DIRECTOR GOVERNOR APPOINTED BY REGION and CTTC Chair California is working hard to improve our infrastructure to make it easier for visitors to see the many magnificent areas of our state. Over the next few years, we are spending billions of dollars to reduce congestion, expand our existing roads and build more mass transit in our state. These investments will make visiting the state even easier and more convenient for the millions of tourists who enjoy California every year. Sunne Wright McPeak FORMER Secretary, CALIFORNIA Business, Transportation and Housing Agency Inland Empire Gillian Zucker California Speedway NOT PICTURED Central Valley Vacant DesertS Vacant Gold Country John Dunlap III Dunlap, Van Vleck & Brown, LLC. Dale Bonner Secretary, California Business, TransPORTATION and Housing Agency North Coast Tom Klein Rodney Strong Vineyards Los Angeles County Tadao Fujiwara, M.D. SAN FRANCISCO Bay Area Jack Gribbon Hotel Employees and RestAUrant Employees International Union Caroline Beteta CTTC Executive Director, Deputy Secretary for tourism, CALIFORNIA BUSINESS, TRANSPORTATION AND HOUSING AGENCY Orange County Jim Burba Burba Hotel NetworK Central Coast Ted Balestreri Cannery Row Company San Diego Chuck Hansen Viejas Enterprises High Sierra Rusty Gregory Mammoth Mountain Ski Area Shasta Cascade John Koeberer California Parks Company 28 CTTC Commissioners

31 Insights Year In Review Elected commissioners by industry ACCOMMODATIONS Rick Anderson Casa Tropicana Inn & Spa Claire Bilby CTTC Vice Chair Walt Disney Parks and Resorts Tim Bridwell Hilton Hotels Corp., Central and Northern Ca (Retired) Chip Conley Joie de Vivre Hospitality Jon Handlery Handlery Union Square Hotel Jay Jamison Pismo Coast Village Rick Lawrance California Lodging Industry Association Reggie McDowell Insterstate Hotels/MeriStar Tom Netting Hyatt Grand Champions Resort & Spa (Retired) Cormac O Modhrain CIM Group J.P. Patel Best Western Colony Inn Sima Patel Holiday Inn Express Hotel and Suites John Wagnon Heavenly Mountain Resort Terry Westrope CTTC CFO Ocean Park Hotels, Inc. ACCOMMODATIONS RESTAURANTs AND RETAIL ATTRACTIONS AND RECREATION NOT PICTURED Mark Erskine San Diego Marriott Hotel and Marina David Cohn Cohn RestAUrant Group Louis Meunier Macy s Mark Running Roy s Restaurant Andy Fichthorn SeaWorld of California Larry Kurzweil Universal Studios Ed Litrenta SeaWorld San Diego (Retired) TRANSPORTATION AND TRAVEL SERVICES Terry MacRae CTTC Vice Chair Hornblower Cruises & Events Diana Meinhold Automobile Club of Southern CA (AAA) PASSENGER CAR RENTAL Jerry Dow Vanguard Car Rental USA, Inc. (Alamo-National) Brian Kennedy Hertz Bob Muhs AVIS Budget Group, Inc. The 37-member CTTC comprises Commissioners from California s 12 tourism regions. Members represent five industry sectors: Accommodations, Restaurants and Retail, Attractions and Recreation, Transportation and Travel Services and Passenger Car Rental. Twenty four of the Commissioners are elected by assessed California businesses; 12 are governor-appointed; and the 37th is the California Business, Transportation and Housing Agency Secretary, who also serves as the CTTC Chair. COMMISSIONER ROSTER CURRENT AS OF SEPTEMBER VISITCALIFORNIA.COM/YEARINREVIEW 29