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Nonprofiteer
← CALIFORNIA TRAVEL AND TOURISM COMMISSION

Form 990 for tax year 2023

Filed by CALIFORNIA TRAVEL AND TOURISM COMMISSION.

Totals

Total revenue
$159,679,539
Total expenses
$180,152,127
Contributions and grants received
$21,363,295
Grants paid
$12,688,411
Program service revenue
$133,960,600
Investment income
$4,342,697
Other revenue
$12,947
Total assets, end of year
$103,562,622
Total liabilities, end of year
$50,769,438
Net assets or fund balances, end of year
$52,793,184
Program services expenses (Part IX)
not reported
Management and general expenses
not reported
Fundraising expenses
not reported
Program service expenses (Part III)
not reported

Line items

Every line the filer filed in Parts VIII, IX and X, as filed and in filed order. Blank columns are left out, and the lines are not forced to add up to the totals above.

Revenue

Part VIII, the statement of revenue.

  • 1e · Government grants (contributions)

    $21,363,295

  • 2a · Program service revenue: RENTAL CAR ASSESSMENT

    total $70,437,099 · related or exempt $70,437,099

  • 2b · Program service revenue: ACCOMMODATIONS

    total $46,045,057 · related or exempt $46,045,057

  • 2c · Program service revenue: RESTAURANTS AND RETAIL

    total $8,311,139 · related or exempt $8,311,139

  • 2d · Program service revenue: CO-OP PARTNER CONTRIBUTIONS

    total $5,061,697 · related or exempt $5,061,697

  • 2e · Program service revenue: ATTRACTIONS

    total $2,629,419 · related or exempt $2,629,419

  • 2f · All other program service revenue

    total $1,476,189 · related or exempt $1,476,189

  • 3 · Investment income

    total $4,338,042 · excluded $4,338,042

  • 7a · Gross sales of assets other than inventory

    other assets $4,655

  • 7b · Less cost or other basis and sales expenses

    other assets $0

  • 7c · Gain or loss

    other assets $4,655

  • 7d · Net gain or loss

    total $4,655 · excluded $4,655

  • 11a · Other revenue: MISCELLANEOUS REVENUE

    total $12,947 · related or exempt $12,947

  • 11e · Other revenue, total

    $12,947

Functional expenses

Part IX, the statement of functional expenses.

  • 1 · Grants to domestic organizations and governments

    total $12,688,411

  • 5 · Compensation of officers, directors and key employees

    total $3,948,368

  • 7 · Other salaries and wages

    total $9,730,463

  • 8 · Pension plan contributions

    total $774,594

  • 9 · Other employee benefits

    total $1,037,880

  • 10 · Payroll taxes

    total $774,363

  • 11c · Fees: accounting

    total $510,721

  • 11g · Fees: other

    total $1,320,083

  • 12 · Advertising and promotion

    total $140,812,310

  • 13 · Office expenses

    total $677,557

  • 14 · Information technology

    total $1,627,414

  • 16 · Occupancy

    total $1,217,778

  • 17 · Travel

    total $789,154

  • 19 · Conferences, conventions and meetings

    total $117,075

  • 22 · Depreciation, depletion and amortization

    total $1,815,491

  • 23 · Insurance

    total $128,650

  • 24a · Other expenses: ORGANIZATIONAL PROJECTS

    total $1,800,561

  • 24b · Other expenses: RFP EXPENSES

    total $175,404

  • 24c · Other expenses: MEALS AND ENTERTAINMENT

    total $120,262

  • 24d · Other expenses: BAD DEBT

    total $55,922

  • 24e · All other expenses

    total $29,666

Balance sheet

Part X, book values.

  • 2 · Savings and temporary cash investments

    beginning of year $62,661,216 · end of year $32,894,332

  • 3 · Pledges and grants receivable

    beginning of year $14,322,602 · end of year $2,721,091

  • 4 · Accounts receivable

    beginning of year $16,388,004 · end of year $19,075,842

  • 9 · Prepaid expenses and deferred charges

    beginning of year $1,895,145 · end of year $1,982,915

  • 10a · Land, buildings and equipment: cost or other basis

    $21,572,738

  • 10b · Land, buildings and equipment: accumulated depreciation

    $16,464,567

  • 10c · Land, buildings and equipment, net

    beginning of year $3,968,813 · end of year $5,108,171

  • 11 · Investments: publicly traded securities

    beginning of year $31,458,654 · end of year $35,079,605

  • 15 · Other assets

    beginning of year $8,042,923 · end of year $6,700,666

  • 17 · Accounts payable and accrued expenses

    beginning of year $39,740,824 · end of year $25,227,554

  • 19 · Deferred revenue

    beginning of year $19,815,877 · end of year $19,087,961

  • 25 · Other liabilities

    beginning of year $7,497,665 · end of year $6,453,923

  • 27 · Net assets without donor restrictions

    beginning of year $71,682,991 · end of year $52,793,184

Mission and programs · 2023

Mission

VISIT CALIFORNIA IS A NON-PROFIT ORGANIZATION WITH A MISSION TO DEVELOP AND MAINTAIN MARKETING PROGRAMS - IN PARTNERSHIP WITH THE STATE'S TRAVEL INDUSTRY - THAT KEEP CALIFORNIA TOP-OF-MIND AS A PREMIER TRAVEL DESTINATION IN THE COUNTRY.

Activities or mission (Part I)

KEEP CALIFORNIA TOP-OF-MIND AS A PREMIER TRAVEL DESTINATION.

  • CALIFORNIA IS THE PREMIER TRAVEL DESTINATION IN THE UNITED STATES, ATTRACTING 264.1 MILLION VISITORS IN 2023. IN 2023, THE STATE'S TRAVEL INDUSTRY GENERATED $150.4 BILLION IN REVENUE FOR STATE BUSINESSES, $12.7 BILLION IN LOCAL AND STATE TAXES AND EMPLOYED 1.2 MILLION CALIFORNIANS. VISIT CALIFORNIA BEGAN OPERATION IN 1998 AS A COALITION OF TRAVEL INDUSTRY INTERESTS WITH THE OBJECTIVE OF DEVELOPING MARKETING PROGRAMS THAT KEEP CALIFORNIA TOP-OF-MIND AS A PREMIER TRAVEL DESTINATION.

  • N/A

  • N/A

As filed on the 2023 return. The filer continues this part on Schedule O, which is not shown here.

Listed in Part VII

  • DAN GORDON

    CHAIR (AS OF 07/23)

    Total calculated
    $0
    Hours/week
    1

  • GENE ZANGER

    CHAIR (THRU 07/23)

    Total calculated
    $0
    Hours/week
    1

  • JULIE COKER

    VICE CHAIR OF MARKETING

    Total calculated
    $0
    Hours/week
    1

  • CARLA MURRAY

    VICE CHAIR OF OPERATIONS

    Total calculated
    $0
    Hours/week
    1

  • KEVIN FAT

    CHIEF FISCAL OFFICER/TREASURER

    Total calculated
    $0
    Hours/week
    1

  • KEVIN BASS

    COMMISSIONER

    Total calculated
    $0
    Hours/week
    1

  • SHUAIB BULHAN

    COMMISSIONER

    Total calculated
    $0
    Hours/week
    1

  • JIM BURBA

    COMMISSIONER

    Total calculated
    $0
    Hours/week
    1

  • PETER CLARKE

    COMMISSIONER

    Total calculated
    $0
    Hours/week
    1

  • RON COHEN

    COMMISSIONER

    Total calculated
    $0
    Hours/week
    1

  • JOE D'ALESSANDRO

    COMMISSIONER (THRU 04/24)

    Total calculated
    $0
    Hours/week
    1

  • MICHAEL DUNNE

    COMMISSIONER

    Total calculated
    $0
    Hours/week
    1

  • SANDRA FLETCHER

    COMMISSIONER (AS OF 10/23)

    Total calculated
    $0
    Hours/week
    1

  • ROBERT GLEASON

    COMMISSIONER

    Total calculated
    $0
    Hours/week
    1

  • DANIEL HALPERN

    COMMISSIONER (AS OF 03/24)

    Total calculated
    $0
    Hours/week
    1

  • JOHN KELLIHER

    COMMISSIONER

    Total calculated
    $0
    Hours/week
    1

  • TOM KLEIN

    COMMISSIONER

    Total calculated
    $0
    Hours/week
    1

  • REED KANDALAFT

    COMMISSIONER

    Total calculated
    $0
    Hours/week
    1

  • WILLIAM LOUGHRAN

    COMMISSIONER (THRU 04/24)

    Total calculated
    $0
    Hours/week
    1

  • TERRY MACRAE

    COMMISSIONER

    Total calculated
    $0
    Hours/week
    1

  • NOREEN MARTIN

    COMMISSIONER (AS OF 04/24)

    Total calculated
    $0
    Hours/week
    1

  • RIPTON MELHADO

    COMMISSIONER

    Total calculated
    $0
    Hours/week
    1

  • DEE DEE MYERS

    COMMISSIONER

    Total calculated
    $0
    Hours/week
    1

  • SIMA PATEL

    COMMISSIONER

    Total calculated
    $0
    Hours/week
    1

  • KEN POTROCK

    COMMISSIONER

    Total calculated
    $0
    Hours/week
    1

  • STEPHEN REVETRIA

    COMMISSIONER (AS OF 04/24)

    Total calculated
    $0
    Hours/week
    1

  • JOHN SHEPERDSON

    COMMISSIONER

    Total calculated
    $0
    Hours/week
    1

  • BOBBIE SINGH-ALLEN

    COMMISSIONER

    Total calculated
    $0
    Hours/week
    1

  • TED SELOGIE

    COMMISSIONER (AS OF 10/23)

    Total calculated
    $0
    Hours/week
    1

  • KURT STOCKS

    COMMISSIONER

    Total calculated
    $0
    Hours/week
    1

  • SCOTT STROBL

    COMMISSIONER

    Total calculated
    $0
    Hours/week
    1

  • PAUL TORMEY

    COMMISSIONER (THRU 08/23)

    Total calculated
    $0
    Hours/week
    1

  • BENJAMIN WEBSTER

    COMMISSIONER

    Total calculated
    $0
    Hours/week
    1

  • SCOTT WHITE

    COMMISSIONER

    Total calculated
    $0
    Hours/week
    1

  • CAROLINE BETETA-WHITNEY

    PRESIDENT AND CEO

    Total calculated
    $2,217,907
    From this org
    $1,965,360
    From related orgs
    $0
    Other
    $252,547
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $1,950,649
    Bonus
    $0
    Other
    $14,711
    Deferred
    $198,654
    Nontaxable benefits
    $53,893
    Filer's total
    $2,217,907

  • MATTHEW SABBATINI-DILEGAME

    CHIEF OPERATING OFFICER

    Total calculated
    $956,145
    From this org
    $824,155
    From related orgs
    $0
    Other
    $131,990
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $748,262
    Bonus
    $60,600
    Other
    $15,293
    Deferred
    $95,086
    Nontaxable benefits
    $36,904
    Filer's total
    $956,145

  • LYNN CARPENTER

    VICE PRESIDENT OF MARKETING

    Total calculated
    $760,422
    From this org
    $599,256
    From related orgs
    $0
    Other
    $161,166
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $583,981
    Bonus
    $0
    Other
    $15,275
    Deferred
    $98,908
    Nontaxable benefits
    $62,258
    Filer's total
    $760,422

  • RYAN BECKER

    VICE PRESIDENT OF COMMUNICATIONS

    Total calculated
    $479,026
    From this org
    $388,386
    From related orgs
    $0
    Other
    $90,640
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $338,043
    Bonus
    $35,050
    Other
    $15,293
    Deferred
    $63,163
    Nontaxable benefits
    $27,477
    Filer's total
    $479,026

  • LEONA REED

    ASSOCIATE VP OF GLOBAL MARKETING

    Total calculated
    $466,170
    From this org
    $366,575
    From related orgs
    $0
    Other
    $99,595
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $366,575
    Bonus
    $0
    Other
    $0
    Deferred
    $49,822
    Nontaxable benefits
    $49,773
    Filer's total
    $466,170

  • SCOTT PLAMONDON

    LEGAL COUNSEL

    Total calculated
    $448,948
    From this org
    $343,000
    From related orgs
    $0
    Other
    $105,948
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $343,000
    Bonus
    $0
    Other
    $0
    Deferred
    $64,320
    Nontaxable benefits
    $41,628
    Filer's total
    $448,948

  • JORDAN KERR

    DIRECTOR OF FINANCE/CONTROLLER

    Total calculated
    $277,434
    From this org
    $239,250
    From related orgs
    $0
    Other
    $38,184
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $239,250
    Bonus
    $0
    Other
    $0
    Deferred
    $8,490
    Nontaxable benefits
    $29,694
    Filer's total
    $277,434

  • TERRY MINTON

    DIRECTOR OF INFORMATION TECHNOLOGY

    Total calculated
    $260,485
    From this org
    $222,250
    From related orgs
    $0
    Other
    $38,235
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $222,250
    Bonus
    $0
    Other
    $0
    Deferred
    $6,519
    Nontaxable benefits
    $31,716
    Filer's total
    $260,485

  • ERIKA DIPROFIO - ASSOCIATE

    VP OF GLOBAL BRAND ADVERTISING

    Total calculated
    $276,997
    From this org
    $238,278
    From related orgs
    $0
    Other
    $38,719
    Hours/week
    40

    Schedule J breakdown matched by us

    Base
    $238,278
    Bonus
    $0
    Other
    $0
    Deferred
    $30,384
    Nontaxable benefits
    $8,335
    Filer's total
    $276,997

Compensation is as filed in Part VII: reportable pay from this organization and from related organizations, other compensation, and hours per week. The total, marked calculated, is our sum of the three dollar columns, with a blank column counted as $0; the form itself has no total. On a Form 990-EZ the columns are Part IV's instead, and on a Form 990-PF Part VIII's — compensation, contributions to benefit plans, and expense account — and the total sums those. A Schedule J breakdown is as filed: base pay, bonus, other, deferred compensation and nontaxable benefits from this organization, with any from related organizations beside each, and the filer's own total. It is shown with the Part VII listing of the same name on the same return. The form gives no key between the two, so that pairing is ours, and is marked matched by us.

Schedule J

Answered yes

  • 1a · First-class or charter travel
  • 1b · Written policy on the line-1a expenses
  • 2 · Substantiation required before reimbursing expenses
  • 3 · Compensation committee
  • 3 · Independent compensation consultant
  • 3 · Form 990 of other organizations
  • 3 · Written employment contract
  • 3 · Compensation survey or study
  • 3 · Approval by the board or compensation committee
  • 4b · Supplemental nonqualified retirement plan

Answered no

  • 4a · Severance or change-of-control payment
  • 4c · Equity-based compensation arrangement

The filer's explanations (Part III)

PART I, LINE 1A
OCCASIONAL FIRST CLASS TRAVEL PROVIDED TO PRESIDENT AND CEO. THE BENEFIT IS NOT TREATED AS TAXABLE COMPENSATION TO THE LISTED INDIVIDUALS.
PART I, LINE 4B
THE FOLLOWING INDIVIDUALS PARTICIPATED IN A NON-QUALIFIED SUPPLEMENTAL RETIREMENT PLAN AND THE FOLLOWING CONTRIBUTIONS TO A SUPPLEMENTAL NON-QUALIFIED RETIREMENT PLAN. NO DISTRIBUTIONS WERE MADE FROM THE PLAN DURING THE YEAR. RYAN BECKER - $35,050 CAROLINE BETETA-WHITNEY - $154,154 LYNN CARPENTER - $60,350 ERIKA DIPROFIO - $24,150 SCOTT PLAMONDON - $35,600 LEONA REED - $32,350 MATTHEW SABBATINI-DILEGAME - $60,600

Part I's answers as filed. A line not listed was left unanswered; on lines 1a and 3 that means the box was not checked.

Grants on this return

Provenance

Return type
form_990
Tax year
2023
Filed
14 May 2025
IRS schema version
2023v6.0
Source object
202501349349310255

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