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Compensation 990 is an independent service that uses public IRS Form 990 filings as its source data. We clean and standardize this information, but the original filings may contain errors or omissions. Years on this site refer to the organization’s fiscal year end date on the filing.

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Organizations Community Improvement & Capacity Building California Travel and Tourism Commission

California Travel and Tourism Commission

Fiscal year ending 2024. Filed on May 14, 2025.

555 Capitol Mall 1100
Sacramento, California 95814

California Travel and Tourism Commission (EIN: 68-0408095), also known as Visit California, has filed an IRS Form 990 since at least fiscal year 2016. In its fiscal year 2024 IRS Form 990 filing, California Travel and Tourism Commission, a 501(c)(6) business league, reported compensation for 9 out of 73 total employees. Among the employees shown here, the average compensation is $682,615. The highest compensated employee at California Travel and Tourism Commission is Caroline Beteta-Whitney with fiscal year 2024 compensation of $2,217,907.

Revenue, expenses, and employee compensation

Revenue

$159,679,539

Expenses

$180,152,127

Employee compensation

$16,265,668
Revenue, expenses, and employee compensation over time

Reported Compensated Employees

Caroline Beteta-Whitney
President and Chief Executive Officer
$2,217,907
$1,965,360 No related comp$252,547
Matthew Sabbatini-Dilegame
Chief Operating Officer
$956,145
$824,155 No related comp$131,990
Lynn Carpenter
Vice President, Marketing
$760,422
$599,256 No related comp$161,166
Ryan Becker
Vice President, Communications
$479,026
$388,386 No related comp$90,640
Leona Reed
Associate Vice President of Global Marketing
$466,170
$366,575 No related comp$99,595
Scott Plamondon
Legal Counsel
$448,948
$343,000 No related comp$105,948
Jordan Kerr
Director of Finance/Controller
$277,434
$239,250 No related comp$38,184
Erika Diprofio - Associate
Vice President of Global Brand Advertising
$276,997
$238,278 No related comp$38,719
Terry Minton
Information Technology Director
$260,485
$222,250 No related comp$38,235

Benchmark Employee Compensation

Non-Employee Board Members

Benjamin Webster
Commissioner
Bobbie Singh-Allen
Commissioner
Carla Murray
VICE Chair of Operations
Dan Gordon
Chair (AS of 07/23)
Daniel Halpern
Commissioner (AS of 03/24)
Dee Dee Myers
Commissioner
Gene Zanger
Chair (Thru 07/23)
Jim Burba
Commissioner
Joe D'Alessandro
Commissioner (Thru 04/24)
John Kelliher
Commissioner
John Sheperdson
Commissioner
Julie Coker
VICE Chair of Marketing

Contractors

The Shipyard LLC
Advertising
$85,381,925
Meredith Corporation
Advertising
$11,220,558
Corporation for Travel Promotion Dba Bra
Advertising
$3,300,000
Black Diamond Agency Ltd.
Advertising
$2,406,604
Ernst & Young US LLP
Consulting
$2,304,666

Mission Statement

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.

Revisions to this organization profile

May 14, 2025:
2024 California Travel and Tourism Commission 990 filed
May 14, 2024:
2023 California Travel and Tourism Commission 990 filed
May 12, 2023:
2022 California Travel and Tourism Commission 990 filed

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