Shop California was established in an effort to develop strategic initiatives to showcase California as the leading shopping destination in the United States. Shop California is made up of retail destinations throughout the state to provide consumers with an easy way to find their favorite shopping locations and offer value-based VIP shopping packages.

CTTC recognizes the importance of shopping as a key travel activity. As a sustaining member of Shop America Alliance (SAA), Shop California unites and promotes shopping centers, retail stores and DMOs under the California brand umbrella. SAA is the travel industry’s exclusive trade organization dedicated to promoting shopping tourism in America. Shop California’s membership in SAA provides all California members the opportunity to participate in a number of promotional efforts including print, travel trade, PR and online programs. There is no fee to be a member of Shop California.

Shop California represents 45 of the top shopping centers, DMOs, outlets and downtowns in California, which collectively include more than 9,000 total retailers and restaurants. Shopping packages from Shop California members, ranging from $15-$400, are sold online through shopamericatours.com/California (re-launching in spring 2009); in the deals section of visitcalifornia.com (via ARES); and by leading tour operators worldwide including Expedia, Travelocity, Orbitz, Mark Travel International and GrayLine, just to name a few. All packages are commissionable to tour operators and the travel trade.

Shop California leadership currently resides within the member-selected Chair and Vice-Chairs, who help shape the promotion efforts between Shop California and SAA. 

• Shop California currently offers 55 unique shopping and cultural tours packages.
• The 2008 Shop California program generated over $167,000 in co-op marketing value, exceeding its $100,000 annual goal.
• In 2008, more than 373 Shop California packages were sold (up 54% from 2007) on 16 major travel Web sites, a value of over $80,000.
• Shopping packages offer everything from luxury shopping to Macy’s Fashion Stylists to outlet bargains, plus world-renowned gardens, wine tasting, walking and culinary tours, museums, aquariums, spas, theater and more, priced from $15-$400.
• All Shop California packages have been translated into Spanish for distribution; those packages in Los Angeles, San Francisco and San Diego have been translated into Japanese as well.
• Shopcalifornia.org was redirected to visitcalifornia.com/shop.
• The eight-page co-op section in the spring/summer edition of Shop America Magazine netted six partners.
• In 2008, Shop California participated in key national and international trade shows with SAA partnership. Those trade shows included World Travel Market (WTM), Expo Vacaciones, ITB, LAN Sales Mission, National Tour Association (NTA) Annual Convention and PowWow.
  

To date, the visitcalifornia.com/shop page has generated 23,443 unique page views. The page was also promoted as part of the CTTC’s larger search engine marketing (SEM) brand buy, delivering 1.1 million impressions between December 17, 2008, and February 17, 2009.

In 2009, CTTC will be conducting a survey of all Shop entities within the state to better understand how we can improve upon the Shop California co-op. The survey will be conducted by a third-party research company and be confidential and anonymous for the responder. The results of the study will assist in future developments with the Shop co-op.

As a sustaining member of SAA, Shop California will have access to the International Shopper Traveler research study, produced in conjunction with Taubman Centers and in partnership with the U.S. Dept. of Commerce/Office of Travel & Tourism Industries, which highlights the economic benefit of shopping travel and includes specific California data. The research will be released in May 2009.

SAA has also been working closely with The Cultural Traveler to develop a new culture travel Web site to promote its Culture Tours and More collection, including 30 California cultural packages, on theculturaltraveler.com. California will have an exclusive landing page to promote its cultural tours (a $10,000 value).

• Showcase California as the premier shopping destination for the expressed purpose of increasing retail spending, generating additional tax revenues from increased retail, by developing messaging that unites our shop partners under the Shop California umbrella.
• Include retail destinations throughout California from major shopping centers, department stores, specialty boutiques, downtown districts, outlet malls and retail areas, with viable opportunities for all levels of participation in print and travel trade.
• Offer and sell shopping packages through Shop America’s booking engine and other online outlets to consumers and the travel trade.
• Increase industry participation, thereby providing content for CTTC Web sites, press releases, travel trade and other advertising and marketing related efforts.
• Measured by increased participants, lead generation, Web traffic and packages sold.