Running Head: DESTINATION ASSIGNMENT PART 1 ` 1

Destination Assignment Part 1

Alyssa Gonzalez

RCLS 462

Professor Alison Bender

10/14/2019

Napa Valley, California Travel Destination

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In this assignment we will look at two levels of tourism at the state and local levels. With

our final destination being Napa Valley, California we will be exploring the many levels of the

State Tourism Industry in California and the local CVB of Napa Valley. We will look at the

personnel that make up these organizations, the funds and taxes that go into running and funding

state and local agencies, as well as the different industries that are represented.

State Tourism Office

California State Tourism Office

The California Travel and Tourism office is the states travel and tourism agent, that help

bring others to California and guide an experience that will keep their visitors returning.Visit

California, is the state's office that is located on 555 Capitol Mall Suite 1000, Sacramento,

California, 95814. The focus behind Visit California is “Dream Big”, in any or all of the 12

regions that make up The Golden State. This agency is a non profit, partnership ran organization,

mainly stemming funds from organizations and agency partnerships. (About Us, Visit

California, 2019)

Staff and Personnel

Visit California is made up of 135 employees making up Committees, Regina Directors,

International offices , Board Members, the Chief Operating Officer, and CEO . The head

Presidents and CEO, Caroline Breta runs and operates the agency is responsible for the

operation of building and leading the travel industry in California state. Under the CEO, there is

a Chief Operating Officer. Matthew Sabbatinin who is the Chief Operating Officer of Visit

California overlooks all the operation departments in the organization as well as overlooking the

agencies 131 million dollar budget. The organization also has 6 members of the Leadership

board that is responsible for the main leadership of the organization, making sure all
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requirements and duties are being fulfilled. Other operating departments are the Marketing,

Public Relations, Revenue, and Finance (Visit California, Industry, 2019).

Occupancy Tax and Breakdown

California hotel and lodging industry is required to pay an occupancy tax on stays any

less that 30 days.This is also known as occupancy tax. The state hotel occupancy tax is 13%, but

can also fluctuate throughout the different regions of the state(TTC,LA County, 2019) . This tax

is collected in full, interest and penalties are subtracted and filed to the tax collector.

(Finance,2019)

Other forms of Funds Other ways Visits California is funded is through their many

partnerships. There are three levels an organization can partner with Visit california. There are

Co-op deals, Industry programs, and Marketing Campaigns that partners can pick to cater to their

organizations needs and wants within the partnership. (Board, 2019)

Napa Valley, California CVB

About Napa Valley CVB

The CVB of Napa Valley was formed to build on the experiences that Napa County can

provide not only in tourism but in a way of life. The many focus of attraction is there Wine

country, while enhancing the image of Napa and building awareness on the protection of the

area. The CVB of Napa valley is heavily funded by the Tourism Involvement District (TID) as

well as partnerships.

Staff and Personnel Napa Valley CVB is operated by 23 ( all female) staff, as well as a

Board containing 18 members.The staff that run the Visit Napa Valley are individuals in charge

of organizations departments such as Marketing, Public Relations, International Representation,

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Customer Relations, and Communications. The 18 members of the board are responsible for the

overseeing of the CEO and overall success of the organizations and efficient and effectiveness of

there directing staff. There are 3 individuals who are in charge of the organization as a whole,

President and CEO, Lindsay Gallagher, and Vice Presidents’, Lisa Poppen and Teresa Savage.

These women focus on the operation and the agency as a whole, and fulfillment of the

organization's missions. (About Us, Napa Valley, 2019)

Industry and Business Representation

The Napa Valley CVB offers many options with in the tourism industry to promote

tourism. The main industries represented are the Hotel and Lodging industry; offering many

options for lodging in the area. The Food and Beverage industry is heavily advertised with local

restaurants and businesses promoting the great wine country experience that Napa has to offer.

There is also the entertainment industry that provides information on shopping locations, events,

and tours that happen year round. Businesses all through Napa are represented on the CVB

website enhancing that local authenticity. ( About Us, Napa Valley, 2019)

Partners

With their main funds coming from the TID, the Napa CVB also uses partnerships to help

fund the agency. There are 4 different levels of partnerships that other organizations and

businesses can choose from to promote their business or organization. Standard is the lowest

level of partnership,Exclusive, Leadership Circle and Founders circle. Each of these levels at

minimum will offer you a spot on the Visit Napa website and advertising in the Welcome Center

located on Mainstreet, Napa. (About Us, Napa Valley 2019)

Occupancy Tax and Break down

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The hotel occupancy tax for the Napa Valley County is 13% these taxes are broken down

and divided among two groups. The TOT tax will use 12% of annual tax to the county's general

fund discretionary revenues, and 1% used for affordable and workforce housing programs and

services which must be kept in a seperate account for those purposes only. (Municode Library,

2019)

References

About Us. (2019, June 10). Retrieved October 10, 2019, from

https://www.visitcalifornia.com/about-us.

About Us. Accessed October 10, 2019. https://www.visitnapavalley.com/about-u.

Board. (n.d.). Retrieved October 10, 2019, from https://industry.visitcalifornia.com/about/team-

leadership/board.

“Finance.” FAQ. Accessed October 14, 2019.

https://finance.saccounty.net/Tax/Pages/TOTFAQ.aspx.

Municode Library. Accessed October 12, 2019.

https://library.municode.com/ca/napa_county/codes/code_of_ordinances?nodeId=TIT3RE

FI_CH3.32UNTROCTA.

Transient Occupancy Tax. (n.d.). Retrieved October 10, 2019, from

https://www.countyofnapa.org/1266/Transient-Occupancy-Tax.
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“Transient Occupancy Tax (TOT) – Treasurer and Tax Collector.” Los Angeles County

Treasurer and Tax Collector. Accessed October 10, 2019. https://ttc.lacounty.gov/tot/.