Learn How Tourism Impacts Retail At State Forum October 21.

Business Editors

Shop California Forum

SACRAMENTO, Calif.--(BUSINESS WIRE)--Oct. 14, 2002

Shop California, in partnership with California Tourism and American Express, will hold a complimentary forum Monday, October 21, from 9:30 a.m. to noon, at PIER 39 in San Francisco.

Shop California Forum speakers include Caroline Beteta, Executive Director of the California Travel and Tourism Commission (CTTC), who will deliver opening remarks as well as an overview of the State's tourism marketing campaign.

David Turgeon, Executive Director of California Welcome Center, San Francisco will discuss why tourism is an integral part of the visitor experience, as well as provide insight about California Welcome Centers located in shopping areas.

Carolyn M. Atherton, Director of Market Development for American Express, will discuss how retailers and shopping destinations are affected by tourism, as well as emphasize the popularity of shopping as a year-round activity.

Beteta will follow along with Susan Wilcox, Director of Marketing & Industry Relations of CTTC, to detail the State's latest marketing plans and activities. Wilcox will also highlight retail spending by travelers and its importance to the State's economy. The forum will conclude with how best to leverage your marketing efforts through web sites, advertising and promotion, trade shows and sales missions, public relations and membership information.

Other presenters include Judy Bijlani, MainPlace; Kathy Paver, PIER 39; Christine Miller, San Francisco Centre; Werner Escher, South Coast Plaza; Teri Reynolds, Ghirardelli Square; and Janet LaFevre, Century City.

Shop California is a cooperative program between California Tourism and California's shopping malls and retail outlets, and is comprised of retail marketing professionals from major shopping centers, department stores, specialty shops, outlet malls and other retail areas.

Attendees can register the day of the event. For more information about registration, call Kristin Carmichael at 916/447-0983.