Client Profile - Keeping California Top-of-Mind as a Travel Destination

Photo of the Golden Gate Bridge. Keeping California top-of-mind as a travel destination.

Visit California, a nonprofit corporation headquartered in Sacramento, was created to market California as a premier travel destination and to increase the state’s share of tourism-related revenues. The organization has a big job; Marketing the entire state of California to 14 markets around the globe and communicating its value to 13,000 businesses each year that invest in the California Tourism Assessment Program. Investors include hotels and accommodations, restaurants, rental car agencies, retail, entertainment attractions and recreation, transportation and travel services.

Matt Sabbatini, Chief Operations Officer, manages “an amazing staff” whose responsibility is to build investors’ confidence and inspire travelers to come to California by conducting thorough research, running a lean organization, implementing innovative marketing programs and using a gold standard funding model. Last year, travelers in California spent $122.5 billion, generating $9.9 billion in state and local tax revenue and created one million jobs for Californians.

Visit California oversees 17 Welcome Centers that service travelers by providing destination, attraction, performing arts and accommodations brochures, providing internet access, regional merchandise, and attraction ticket sales.

Visit California’s international presence includes offices in China, Mexico, Italy, South Korea, United Kingdom, Scandinavia, India, France, Germany, Brazil, Japan, Canada and Australia. The offices are charged with executing direct-to-consumer marketing campaigns in top-tier markets, as well as robust initiatives targeting the media and travel trade in each country. International travelers are a key aspect of Visit California’s global marketing investments, as they tend to stay longer and spend more than their domestic counterparts.

Visit California is known for its “Dream Big” TV commercials featuring William Shatner, Joe Montana, January Jones, Shaun White and other celebrities who show the diversity of California’s offerings. Endless sunshine, amazing cities, best-in-class theme parks and incredible natural treasures – California has all the iconic destinations people dream of visiting, plus countless incredible off-the-beaten-track experiences. With exclusive trip itineraries, visitors can visit bucket-list landmarks like Yosemite, then follow a wine country road or visit a craft brewery. So start dreaming about a California vacation – and dream big.

Over the years, as RINA has become very familiar with our administrative processes and controls, they have become a resource and business partner to Visit California management- whilst always maintaining a keen sense of independence. They provide us with unbiased expert recommendations- void of individual preferences and aversions…with the single minded purpose of improving our business. When conceptual accounting issue arises, they are accessible for comment and they make themselves available to explore various methodologies and alternative accounting treatments.

Matt Sabbatini
Chief Operations Officer, Visit California

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