1. CalTravel Strategic Plan
As of

2. Who we are

3. 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

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

5. 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

6. 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

7. 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

8. Where we’re going

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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