FROM THE CEO
The Sky is the Limit
This October, Visit California’s Board of Directors gathered to set the course for an exciting year ahead against the breathtaking backdrop of one of California’s premier gateway destinations.
From the towering expanse of the InterContinental Downtown Los Angeles, one couldn’t help but feel that the sky is the limit for tourism partners throughout the state. While another successful summer travel season was wrought with some of the greatest challenges California has ever faced, the resilience of communities across the state illustrates our incredible strength together as we look to a critical year ahead for our industry.
To this end, a number of key marketing initiatives and leadership evolutions will shape the upcoming year.
Welcoming new leadership. For the second time in Visit California’s 25-year history, the Board of Directors elected a new, industry-elected Commission Chair with the unanimous confirmation of
James Bermingham
. The Executive VP of Operations for Montage International has served as Visit California’s Vice Chair of Marketing for the past two years, providing exemplary leadership in taking the global marketing program to new heights in that time. We are thrilled to have him take the reins as we look toward what’s ahead.
The Board also elected an all-new team of officers to the dias:
Gene Zanger
, Partner of Casa de Fruta Parkway, LLC, who will serve as Vice Chair of Marketing;
Paula Beck
, VP of Global Accounts West for Avis Budget Group, who moves into the role of Vice Chair of Operations; and
Dan Gordon,
Co-Founder of Gordon Biersch, who takes over as Chief Fiscal Officer. The new officers will preside over their first meeting at Visit California’s Winter Board Meeting in February.
In February, we will also celebrate the outgoing officers who have led Visit California for the past two years. Chair
Sima Patel
, Vice Chair
Noreen Martin
and Chief Fiscal Officer
Gary Buffo
have provided invaluable direction to the program while presiding over a period of unprecedented growth in the Golden State. We will recognize them in appropriate fashion next February.
Crisis Update. With California on the road to recovery following major disasters this summer, Visit California has continued to work with local partners and governmental agencies to support affected communities across the state and restore critical tourism economies on which they depend.
Through integrated paid, content, PR and travel trade strategies – including the launch of a West Coast Tourism Recovery Coalition with Experience Washington and Travel Oregon, the once-in-a-lifetime Dream Drive road trip in Big Sur, and Tourism Recovery Community Forums in wildfire-affected regions – Visit California continues to activate on its Crisis Response Plan to spread the regions’ “open for business” messaging as recovery efforts continue.
Content Evolutions. One of the biggest announcements this fall was the upcoming launch of brand-new television spots that will air around the globe featuring chef Tyler Florence, actor Dax Shepard, actress Yaya Dacosta, actor Aarif Lee, celebrity influencers Damon & Jo and pro kite surfer Daniela Moroz. Filming is wrapping up as we speak, with Visit California’s production team covering more than 2,000 miles, visiting 25 locations and hitting the road for 17 days to capture what are sure to be exciting elevations of the Dream Big brand.
Other marketing initiatives have evolved alongside new strategic partnerships with well-known brands like AFAR, Discovery and FlightCentre. With just-announced Dream365TV streaming services and exciting evolutions of the family and luxury platforms, FY18/19 will see a wealth of efforts that continue to amplify the California Dream around the world in all-new ways.
Even amid profound external challenges, California’s tourism industry remains stronger than ever in our history. As we close the chapter on another summer travel season, that unified vision continues to carry us to new heights, and it remains a privilege to work with so many inspirational leaders as part of one, united industry.
Together, let’s continue to show the world what it means to Dream Big!
Caroline Beteta
Caroline Beteta
President & CEO
