Dream Big Dividend, 2014

I developed the messaging strategy for a first-of-its-kind assessment rate increase across all of Visit California’s industry segments. I created this document to establish the business case for that increase.

Visit California’s funding model puts assessment rates in the hands of the industry that funds the program. At the time, Visit California was falling behind its competitors and losing market share. The Dream Big Dividend proposed increasing assessment rates to close that gap.

The resulting industry referendum was an overwhelming success. It launched a new era for California tourism marketing, doubling Visit California’s budget and expanding the organization’s footprint to 14 global markets.