CalTravel Strategic Plan 2016-18 As of 6.16.16

Who we are

CalTravel: Who we are BACKGROUND Since 1981, CalTravel has advanced the interests of California’s travel and tourism industry through advocacy, collaboration, and education. In 2015, California travel and tourism brought in $122.6 billion in direct spending, supported 1,063,000 jobs, and generated $9.9 billion in state and local taxes.* Our over 360 members include CVBs, destinations, resorts, amusement parks, sports venues, transportation companies, industry associations, ad agencies, media companies, and other organizations for whom travel and tourism is important. Supporting partnerships, membership, sponsorship, and events fund CalTravel’s work. The CalTravel PAC educates policy makers on the importance of travel and tourism to the state. California Travel Association is a 501(c)6 nonprofit mutual benefit corporation. *Dean Runyan Associates

CalTravel: Who we are VISION California Travel Association (CalTravel) is recognized as the influential, unified voice for California’s travel and tourism industry.

CalTravel: Who we are MISSION CalTravel advances the interests and investments of the California travel and tourism industry through advocacy, collaboration, and education. This non-profit organization brings connectivity to travel organizations doing business across the state to protect and ensure its continued success. Advocacy: champion the importance and value of the California travel and tourism industry Collaboration: foster dialogue, relationships, and partnerships among California’s travel and tourism industry stakeholders Education: provide meaningful education opportunities to the travel and tourism industry

CalTravel: Who we are PROMISE CalTravel works to ensure a thriving tourism industry, promotes cooperation, and offers professional development opportunities. VALUES Influential Knowledgeable Collaborative Resourceful Accountable Professional

CalTravel versus Visit California We support each other and the tourism industry to ensure California tourism's success. Visit California primarily B-to-C promotes California tourism to visitors out-of-state and around the world marketing resource for travel professionals with a mission to develop and maintain marketing programs in partnership with the state's travel industry CalTravel primarily B-to-B promotes California tourism to state and national legislators collective voice of the travel industry, promoting a strong business environment through advocacy, collaboration, and education Barb to send more details

Where we’re going

SWOT Strengths Opportunities Weaknesses Threats Unique umbrella organization Loyal member core Diversity of member types Participation by key DMOs Advocacy/TID experience Weaknesses Engaging highest appropriate members Proving value to members Profile in Sacramento Low dues Small infrastructure Strategic membership growth/engagement Strengthen advocacy efforts Higher visibility/credibility New/stronger programs PAC growth Industry disruption Engage new generation Threats TID funding Sponsorship revenue model Economy downturn New generation less invested

Brand Promise and Messages CalTravel is the influential, unified voice that advocates for California’s travel and tourism industry. The only statewide tourism industry advocate with a proven track record Provider of high-quality, unique educational and networking opportunities through the CalTravel Summit, board meetings, Rally Day, and PAC fund-raising events The umbrella trade organization that provides support and amplifies messaging for member issues, to promote a healthy tourism economy for all California’s primary source for tourism industry news, intelligence, advocacy, and insight A collaborative, engaged network of tourism industry leaders who share best practices, help each other solve problems, and work together toward the common goal of a thriving tourism industry in California

Key member benefits Stay informed on the latest political issues, legal analysis, trends, and best practices Get access to highly regarded lobbying firm Political Solutions for support and insight on political issues facing your organization Amplify your voice on concerns important to you Network and collaborate in intimate settings with tourism industry leaders, legislators, speakers, and peers Have CalTravel promote your job opportunities, RFPs, events, and member news to tourism industry at no cost Develop your career and increase your value to  your organization by taking advantage of leadership opportunities, committee work, Ambassador roles, and many other ways to get involved Offer opportunities for future leaders on your staff to learn and grow Get substantial registration discounts at California Travel Summit and other industry events

Special benefits—DMOs In addition to general member benefits: Collaborate with the more than 70 other California DMO leaders who are CalTravel members Consult with CalTravel advisors Political Solutions, Civitas, and Tourism Economics, highly respected and knowledgeable experts on DMO advocacy and issues CalTravel can enlist broad support on issues that affect your DMO such as the current threat to TIDs’ legal standing

Special benefits—Tourism Associations In addition to general member benefits: Stay informed on broader political issues, legal analysis, and trends that may affect your association Get access to highly regarded lobbying firm Political Solutions for support and insight on political issues facing your association Amplify your voice on concerns important to your association’s industry. CalTravel can help create broader coalitions

Special benefits—Tourism-Related Services In addition to general member benefits: Become a more valuable partner by being informed on the latest political issues, challenges, and opportunities for tourism in California Develop high-level personal relationships with leaders of tourism businesses Enhance your company’s brand image and loyalty among tourism clients and prospects through sponsorship and participation in CalTravel List your capabilities and contact information on the CalTravel web site, and get access to industry RFPs at no cost

2016-18 Goals Drive Advocacy Champion the importance and value of the California travel and tourism industry at the state and federal level Leverage CalTravel’s organization promise and core messaging in all events, on the web site, in social media, and in appearances Formulate positions on primary issues affecting CA tourism with GRC, EC, and Political Solutions, and communicate them regularly to members Build Ambassador program as a key regional outreach for advocacy across the state

2016-18 Goals Educate Stakeholders Help members become more knowledgeable, engaged, and effective tourism leaders and advocates Produce quarterly board meetings that provide members with critical timely information, in-depth analysis on important issues, and outside speakers to help educate and engage Evaluate CTS key education and networking benefits for improvement each year. Conduct an annual survey of attendee satisfaction Provide regular news, insight, intelligence, through newsletters, web site, social media, blog, webinars, speeches

2016-18 Goals 3. Promote Collaboration Provide meaningful opportunities for members to work together for mutual benefit Prioritize collaboration as a key feature of CalTravel Summit and each board meeting Explore a series of regional meetings on hot tourism topics Build out new live and digital benefits for CalTravel members to collaborate and partner more effectively

2016-18 Goals 4. Sustain resources Operate a growing, fiscally responsible membership-based organization Create plan to increase dedicated staff resources to support growth Amend bylaws and create guiding principles to strengthen EC and committee structure for oversight Set clear and measurable membership and revenue growth goals as part of the two-year budgeting process

Strategic Focus/Levers of Success Provide strong advocacy for California’s tourism industry Deliver meaningful information and professional development opportunities Grow membership strategically Expand PAC relationships Build organizational effectiveness and scalability

2016-18 Strategic Planning Committee Aliya Bokhari Jerri Harris Ted Molter Gary Sherwin Joe Terzi John Urdi Scott White With assistance from Don Anderson, DCG Consulting