Leadership and staff

Julie Coker serves as president and CEO of Visit California, the industry-led nonprofit organization that markets California. On behalf of more than 18,000 investors, she oversees a global marketing program that influenced $25.6 billion in visitor spending in 2025. Through this work, she strengthens the nation’s largest tourism economy while advancing California’s global competitiveness and expanding tourism’s economic benefits across the state. Julie also serves as the lead spokesperson for California’s travel industry and a strategic advisor to the Governor’s Office of Business and Economic Development (GO-Biz).

Her more than 30 years of hospitality and destination marketing experience include leadership of some of the country’s most prominent tourism organizations. Before joining Visit California, she served as president and CEO of New York City Tourism + Conventions, guiding the organization through a mayoral transition, launching an international campaign and welcoming visitors for the 2026 FIFA World Cup. At the San Diego Tourism Authority, she guided the organization through the pandemic and its recovery, helping the region achieve the nation’s third-highest hotel occupancy and generate $14.3 billion in visitor spending. Her leadership experience also includes heading the Philadelphia Convention and Visitors Bureau, and more than two decades in hospitality with Hyatt.

A leading voice in the global travel industry, Julie helps shape tourism policy and advance the industry’s priorities as vice chair of the U.S. Department of Commerce’s Travel and Tourism Advisory Board and the U.S. Travel Association’s executive board. Her leadership has also included serving as co-chair of the U.S. Travel Association’s Meetings Mean Business Coalition and secretary-treasurer of the International Association of Exhibitions and Events’ Executive Committee. Before becoming Visit California’s president and CEO, she served on its board as vice chair of marketing and a member of the Executive and Nominating committees.

Her industry and civic contributions have earned honors including the National Coalition of Black Meeting Professionals’ Pioneer Award, the San Diego Black Chamber of Commerce’s Fearless Award and induction into Smart Women in Meetings’ All-Time Hall of Fame. She was also named one of The Network Journal’s 25 Most Influential Black Women in Business.

Julie holds a Bachelor of Science in hospitality management from Johnson & Wales University.

Matthew Sabbatini is the chief operating officer for Visit California. Since stepping into the COO role in 2015, he has successfully scaled the organization as its budget more than doubled to $131 million while keeping operational costs at less than half the national average for nonprofits. He oversees finance, human resources, information technology, assessment revenue and California Welcome Centers, as well as financial and accounting policies, technology systems, personnel and organizational controls. Matt has continued the organization’s 24-year string of unqualified financial audits.

Since 2004, Matt has worked at Visit California to create an efficient global operating infrastructure to support Visit California’s mission. He has led the charge on cost-effective and innovative operational tools to scale Visit California’s international program of work, including the Dream Big Dividend operations activation plan. He previously served as vice president of operations; senior director of finance, human resources and information technology; and operations manager and commission liaison, managing all aspects of the organization's operational systems while acting as a direct liaison with Visit California’s board members and numerous committees.

Matt has more than 24 years of operations and executive experience and is the recipient of the 2011 Business Journal's CFO of the Year. Matt holds a bachelor’s degree in accounting and a master’s degree in finance from Colorado State.

Lynn Carpenter is Senior Vice President of Marketing for Visit California. Lynn oversees all of Visit California’s marketing, including advertising, cooperative promotions, travel trade, web and interactive, and publications.

Lynn steers a marketing budget that has grown from $6 million in 2006 to $131 million today. Under her leadership, Visit California has marketed the state as a place of abundance and opportunity. Lynn has added international offices in China, Mexico, and South Korea – among others – to Visit California’s portfolio, spreading the state’s brand around the globe in an effort to grow California’s share of tourism revenues.

Lynn has more than 20 years of professional marketing experience and extensive knowledge of online technology promotions and brand development. She began her career in the technology industry, serving as Vice President of Marketing at Netscape Communications and AOL Time Warner. She crossed the threshold into the travel industry as Executive Director of Marketing and Sales for Mammoth Mountain Resort.

She is a resident of Loomis, where she lives with her husband and two children. They enjoy spending their time in the outdoors.

Leona Reed serves as the Vice President of Global Marketing for Visit California. She leads the international marketing team and oversees brand advertising, cooperative marketing, digital content, travel trade and public relations initiatives for Visit California’s 13 target international markets: China, United Kingdom, Canada, Mexico, Australia, Middle East, Japan, Germany, France, South Korea, Italy, Nordics and India.

California welcomes over 17 million international visitors annually who infuse more than $25 billion into the state’s economy through direct spending. In her 17 years working to promote California tourism and grow the international program, Leona has represented Visit California across the world as a spokesperson, strategist and collaborative marketer.

Prior to her current role, Leona served as the European marketing director for Visit California, managing all aspects of Visit California’s marketing programs in Europe, as well as international media relations manager, directing all communications and public relations efforts for Visit California’s international markets.

Angie Pappas serves as the Vice President of Communications for Visit California. She leads the Global Media Relations and External Affairs, Corporate Communications, Industry Relations and Research teams that support the organization’s mission to inspire demand for the California brand and promote how much travel matters to the Golden State’s well-being.

Before joining Visit California in 2014, Angie served as Director of Communications at the California Restaurant Association, where she developed the association’s overall messaging strategy and served as spokeswoman for the CRA and its Foundation. She has also worked as an editor at The Sacramento Bee and Albuquerque Journal.

She studied Communications at Whitworth University in Spokane, Wash.

Stephanie DeVries is the Chief of Staff at Visit California. In her role, she serves as a strategic adviser to the President and CEO and executive leadership team, overseeing enterprise initiatives, executive operations, board governance and special projects that advance Visit California's mission and industry priorities..

Stephanie has spent more than a decade at Visit California, holding several roles across the organization. She previously served on the international marketing team, where she led programs in key global markets, including Canada, Mexico, Australia, the Middle East and Brazil, before returning to the executive office. With extensive experience in executive leadership support, stakeholder engagement and organizational management, she has played a pivotal role in guiding major initiatives, including board relations, strategic planning efforts, executive transitions, and statewide industry collaborations. She is recognized for her ability to build strong relationships, navigate complex issues, and bring together diverse stakeholders to achieve organizational goals..

Prior to joining Visit California, Stephanie worked in the sports industry, where she held positions focused on event operations, stakeholder relations, and the delivery of sporting events and experiences. Her background in sports cultivated a strong foundation in strategic planning, relationship management and executing complex initiatives in fast-paced, high-visibility environments..