California Travel and Tourism Commission
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.
California Travel and Tourism Commission at a glance
In short: California Travel and Tourism Commission gave $3.8M across 3 grants in 2025 (avg $1.3M), mostly in California. Source: 2025 IRS Form 990.
- Annual giving (2025)
- $3,778,383
- -70.2% vs 2024
- Grants made (2025)
- 3
- +0.0% vs 2024
- Average grant
- $1,259,461
- -70.2% vs 2024
- Median grant
- $778,807
- Total assets
- $86,281,644
- -16.7% vs 2024
- Primary geography
- California (100% of itemized 2025 grant dollars)
- Latest 990 filing
- Form 990, 2025 View filing
Data from IRS Form 990, 2025; updated September 2026.
Who California Travel and Tourism Commission funds
How this funder distributes its grants
Top Recipients
Top 3 recipients in 2025
The largest 2025 recipient was San Diego Tourism Authority ($2.3M). Together the top 3 received $3.8M.
Grant Size Distribution
6 grants across all recorded years
The most common grant size was in the $1–5M range: 3 grants of 6 (50%).
Geographic Focus
Where this funder awards grants
Grant Distribution by State
Share of 2025 grant dollars across all 3 itemized grants.
States
Cities
Giving History
Giving Over Time
Total grant dollars and number of grants per year
From 2024 to 2025, annual grant giving ranged from $3.8M (2025) to $12.7M (2024). In 2025 it made 3 grants totaling $3.8M.
Grants by year
Grant recipients and amounts by year
| Recipient | Purpose | Amount |
|---|---|---|
| San Diego Tourism Authority San Diego, CA | General support (to promote tourism following covid-19's effect on California tourism) | $2,341,783 |
| Los Angeles Tourism & Convention Board Hollywood, CA | General support (to promote tourism following covid-19's effect on California tourism) | $778,807 |
| San Francisco Travel Association San Francisco, CA | General support (to promote tourism following covid-19's effect on California tourism) | $657,793 |
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Financial History
Multi-year comparison from IRS filings
| Filing year | Total Assets | Revenue | Expenses | Grants paid | Grants | Net Investment Income |
|---|---|---|---|---|---|---|
| 2025 | $86,281,644 | $150,710,747 | $160,973,200 | $3,778,383 | 3 | $3,251,561 |
| 2024 | $103,562,622 | $159,679,539 | $180,152,127 | $12,688,411 | 3 | $4,342,697 |
| 2023 | $138,737,357 | $145,475,467 | $149,404,257 | — | — | $2,788,137 |
| 2022 | $109,573,565 | $182,972,786 | $165,363,971 | — | — | $223,206 |
| 2021 | $86,955,324 | $75,852,594 | $62,876,213 | — | — | $188,068 |
| 2020 | $65,012,531 | $107,578,959 | $82,152,055 | — | — | $465,901 |
| 2019 | $41,486,237 | $124,104,804 | $126,456,413 | — | — | $140,474 |
About California Travel and Tourism Commission
Based on IRS filings
California Travel and Tourism Commission is a public charity focused on Community Improvement & Capacity Building, based in Sacramento, CA. IRS filing data is available from 2019 through 2025. As of 2025, the organization holds $86.3M in total assets. In 2025, it awarded 3 grants totaling $3.8M. Net investment income was $3.3M.
Focus Areas
Leadership & Key People
Officers and directors from IRS filings
California Travel and Tourism Commission is led by Caroline Beteta-Whitney, President & CEO on every filing since 2019; 9 of 46 officers listed in 2025 are compensated.
Officers on the 2025 filing
Caroline Beteta-Whitney
President & CEO
On filings since 2019
40 hrs/week
$730K (2019) → $2.1M (2025)
Dan Gordon
Chair
Chief Fiscal Officer & Treasurer → Vice Chair of Operations, 2021
Vice Chair of Operations → Chair, 2024
On filings since 2019
1 hr/week
No compensation reported
Carla Murray - Vice
Chair of Operations
New on the 2025 filing
1 hr/week
No compensation reported
Julie Coker - Vice
Chair of Marketing
New on the 2025 filing
1 hr/week
No compensation reported
Leona Reed
Vice President of Global Marketing
Associate Vice President of Global Marketing → Vice President of Global Marketing, 2025
On filings since 2019
40 hrs/week
$215K (2019) → $335K (2025)
Lynn Carpenter
Senior Vice President of Marketing
Vice President of Marketing → Senior Vice President of Marketing, 2025
On filings since 2019
40 hrs/week
$373K (2019) → $699K (2025)
Ryan Becker
Senior Vice President of Communications & Strategy
Vice President of Communications → Senior Vice President of Communications & Strategy, 2025
On filings since 2019
40 hrs/week
$257K (2019) → $490K (2025)
Scott Plamondon
Legal Counsel
On filings since 2019
40 hrs/week
$212K (2019) → $369K (2025)
Erika Diprofio
Assistant Vice President of Global Brand Advertising
Associate Vice President of Global Marketing → Assistant Vice President of Global Brand Advertising, 2025
On filings since 2023
40 hrs/week
$167K (2023) → $255K (2025)
Angie Pappas
Assistant Vice President of External Affairs & Media Relations
New on the 2025 filing
40 hrs/week
$195K (2025)
Jennifer Montero - Director Of
International Marketing
New on the 2025 filing
40 hrs/week
$194K (2025)
Matthew Sabatinni-Dilegame
Chief Operating Officer
New on the 2025 filing
40 hrs/week
$820K (2025)
Benjamin Webster
Commissioner
On filings since 2019
1 hr/week
No compensation reported
Bobbie Singh-Allen
Commissioner
On filings since 2019
1 hr/week
No compensation reported
Jim Burba
Commissioner
On filings since 2019
1 hr/week
No compensation reported
John Kelliher
Commissioner
On filings since 2019
1 hr/week
No compensation reported
Michael Dunne
Commissioner
On filings since 2019
1 hr/week
No compensation reported
Noreen Martin
Commissioner
On filings since 2019
1 hr/week
No compensation reported
Peter Clarke
Commissioner
On filings since 2019
1 hr/week
No compensation reported
Robert Gleason
Commissioner
On filings since 2019
1 hr/week
No compensation reported
Scott White
Commissioner
On filings since 2019
1 hr/week
No compensation reported
Sima Patel
Commissioner
Commissioner → Chief Fiscal Officer & Treasurer, 2023
Chief Fiscal Officer & Treasurer → Commissioner, 2024
On filings since 2019
1 hr/week
No compensation reported
Terry Macrae
Commissioner
On filings since 2019
1 hr/week
No compensation reported
Tom Klein
Commissioner
On filings since 2019
1 hr/week
No compensation reported
Dee Dee Myers
Commissioner
On filings since 2020
1 hr/week
No compensation reported
Kurt Stocks
Commissioner
On filings since 2020
1 hr/week
No compensation reported
John Sheperdson
Commissioner
On filings since 2022
1 hr/week
No compensation reported
Kevin Bass
Commissioner
On filings since 2022
1 hr/week
No compensation reported
Peter Humig
Commissioner
On filings since 2022
1 hr/week
No compensation reported
Reed Kandalaft
Commissioner
On filings since 2022
1 hr/week
No compensation reported
Ripton Melhado
Commissioner
On filings since 2022
1 hr/week
No compensation reported
Ron Cohen
Commissioner
On filings since 2022
1 hr/week
No compensation reported
Scott Strobl
Commissioner
On filings since 2022
1 hr/week
No compensation reported
Shuaib Bulhan
Commissioner
On filings since 2022
1 hr/week
No compensation reported
Daniel Halpern
Commissioner
On filings since 2024
1 hr/week
No compensation reported
Sandra Fletcher
Commissioner
On filings since 2024
1 hr/week
No compensation reported
Stephen Revetria
Commissioner
On filings since 2024
1 hr/week
No compensation reported
Ted Selogie
Commissioner
On filings since 2024
1 hr/week
No compensation reported
Amar Tankha
Commissioner
New on the 2025 filing
1 hr/week
No compensation reported
Gary Thomas
Commissioner
New on the 2025 filing
1 hr/week
No compensation reported
Geri Gomes
Commissioner
New on the 2025 filing
1 hr/week
No compensation reported
Jeff Doane
Commissioner
New on the 2025 filing
1 hr/week
No compensation reported
Julius Robinson
Commissioner
New on the 2025 filing
1 hr/week
No compensation reported
Ken Potrock - Commissioner
Vice Chair of Marketing
New on the 2025 filing
1 hr/week
No compensation reported
Kevin Fat - Chief Fiscal
Officer & Treasurer
New on the 2025 filing
1 hr/week
No compensation reported
Terry Lewis
Commissioner
New on the 2025 filing
1 hr/week
No compensation reported
Former officers (46)
- Former: Gene Zanger (2019–2024) — Chair
- Former: Joe D'alessandro (2019–2024) — Commissioner
- Former: Kevin Fat (2019–2024) — Chief Fiscal Officer & Treasurer
- Former: Matthew Sabbatini-Dilegame (2019–2024) — Chief Operating Officer
- Former: Paul Tormey (2019–2024) — Commissioner
- Former: Carla Murray (2020–2024) — Vice Chair of Operations
- Former: Ken Potrock (2020–2024) — Commissioner
- Former: William Loughran (2020–2024) — Commissioner
- Former: Julie Coker (2022–2024) — Vice Chair of Marketing
- Former: Terry Minton (2022–2024) — Director of Information Technology
- Former: Erika Diprofio - Associate (2024) — Vice President of Global Brand Advertising
- Former: Jordan Kerr (2024) — Director of Finance & Controller
- Former: Jason Clarke (2019–2023) — Commissioner
- Former: Jennifer Montero (2019–2023) — Director of International Marketing
- Former: Jeff Eisenbarth (2020–2023) — Commissioner
- Former: Dan Harvey (2019–2022) — Commissioner
- Former: Gary Buffo (2019–2022) — Commissioner
- Former: James Bermingham (2019–2022) — Commissioner
- Former: Jordan Meisner (2019–2022) — Commissioner
- Former: Karen Irwin (2019–2022) — Vice Chair of Marketing
- Former: Pete Sonntag (2019–2022) — Commissioner
- Former: Heather Huckeba (2021–2022) — Director of Research & Strategic Insights
- Former: Joe D'alessandro - Cfotreas (2022) — Vc Mktg
- Former: Sima Patel - Chief Fiscal (2022) — Officer & Treasurer
- Former: Brian King (2019–2021) — Commissioner
- Former: Carl Schuster (2019–2021) — Commissioner
- Former: Paula Beck (2019–2021) — Vice Chair of Operations · Filing note: Thru 10/2020
- Former: Sean Murray (2021) — Senior Director of Tech & Innovation
- Former: Anthony Cannella (2019–2020) — Commissioner
- Former: Charlie Cahill (2019–2020) — Commissioner
- Former: Ernest Wooden Jr. (2019–2020) — Commissioner
- Former: Josh D'amaro (2019–2020) — Commissioner
- Former: Lenny Mendonca (2019–2020) — Commissioner
- Former: Mark Sullivan (2019–2020) — Commissioner
- Former: Peter Ronchetti (2019–2020) — Commissioner
- Former: Rebecca Campbell (2019–2020) — Commissioner
- Former: Russ Cox (2019–2020) — Commissioner
- Former: Jennifer Walker (2020) — Director of Brand Advertising
- Former: Robert Bogar (2020) — Senior Director of Tech & Innovation
- Former: Doug Myers (2019) — Commissioner
- Former: Jeff Senior (2019) — Commissioner
- Former: Michael Hudson (2019) — Senior Systems Engineer
- Former: Panorea Avdis (2019) — Commissioner
- Former: Robert Cody Plott (2019) — Commissioner
- Former: Susan Irwin (2019) — Commissioner
- Former: Troy Cantrell (2019) — Director of Crm
Data from IRS Form 990 filings, 2019–2025. "On filings since" is the earliest filing we hold that lists the person; hours are average hours per week as reported.
Compensation Overview
From 2025 IRS filing
The highest reported compensation on the 2025 filing was $2.1M, to Caroline Beteta-Whitney (President and CEO). 9 officers or directors reported compensation on that filing.
Frequently asked questions about California Travel and Tourism Commission
How much does California Travel and Tourism Commission give each year?
California Travel and Tourism Commission gave $3.8M across 3 grants in 2025, according to its 2025 IRS Form 990. In 2024 it gave $12.7M across 3 grants.
What is California Travel and Tourism Commission's typical grant size?
California Travel and Tourism Commission's median grant in 2025 was $778,807, and its average grant was $1,259,461, across 3 grants on its 2025 IRS Form 990.
Where does California Travel and Tourism Commission give grants?
California Travel and Tourism Commission gives mostly in California: 100% of the grant dollars itemized on its 2025 IRS Form 990 went to recipients there.
Does California Travel and Tourism Commission give general operating support?
Yes: 100% of California Travel and Tourism Commission's 2025 grants with a stated purpose (3 of 3) were for general or operating support, per its 2025 IRS Form 990.
How large is California Travel and Tourism Commission?
California Travel and Tourism Commission reported $86.3M in total assets on its 2025 IRS Form 990. Its revenue that year was $150.7M.
What is California Travel and Tourism Commission?
California Travel and Tourism Commission is a public charity focused on Community Improvement & Capacity Building, based in Sacramento, CA. It holds $86.3M in total assets as of 2025.
What is California Travel and Tourism Commission's EIN?
California Travel and Tourism Commission's EIN (Employer Identification Number) is 68-0408095. IRS Form 990 filing data is available on this page for 2019–2025.
Data last updated September 2026. Sourced from IRS Form 990 filings.
Data update history
(4)
When this profile's IRS filing data changed on Grantable
- Updated Form 990 for fiscal year 2024 (received by the IRS May 14, 2025)
- Added Form 990 for fiscal year 2025 (received by the IRS May 14, 2026)
- Added Form 990 for fiscal year 2019 (received by the IRS June 11, 2020)
- IRS filings on file for fiscal years 2020–2024
Explore Open Grants
Browse active grant opportunities in California Travel and Tourism Commission's focus areas in our free grants database
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California Travel and Tourism Commission down — hundreds of funders to go?