CEO Update: So much on the horizon

Dear Industry Partners,

My first week leading Visit California has been a busy one, and I’ve enjoyed every minute. Since joining Oct. 1, I’ve spent time with our staff and board members and heard from partners across the industry. Thank you for making me feel so welcome. Having served on the board, I knew I was joining a talented team, and it’s a pleasure to now work alongside them as president and CEO.

As I shared with the staff my first day, as goes California, so goes the nation’s travel industry. California’s leadership matters well beyond the state, and I know we’ll accomplish great things together.

Today's Fall Board Meeting helped me settle in quickly. Thank you to Visit Oakland and the Claremont Resort & Club for their hospitality and providing a wonderful setting for productive and important conversations. The meeting included an inside look at November’s election from Cassandra Pye, president of Lucas Public Affairs, and a chance to hear from our new brand marketing agency of record, GALE.

GALE has impressed our team with their data-driven approach to storytelling capacity and understanding of how to reach travelers as the marketing landscape changes. Their creativity and collaborative approach will help us build on the strength of California’s brand.

There was also plenty to celebrate, including the recent Australia Trade and Media Mission and legislative funding for wine destination promotion, rolled into a \$2 million initiative over two years. The board also reviewed data and lessons from the World Cup and looked ahead to LA28, discussing how to turn that global attention into visits to destinations across California.

There’s good news for the industry at the national level, though Caroline Beteta’s well-deserved retirement plans have taken a slight detour. You have likely heard Caroline has been named interim president & CEO of Brand USA as its board searches for a permanent leader.