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Become a Member of Love Catalina Island Tourism Authority

Download a 2026-27 Membership Packet
Download a Membership Application
Member Code of Conduct

Dear Prospective Member,

Thank you for your interest in Love Catalina Island Tourism Authority and your support of Catalina Island’s visitor economy.

Tourism is the backbone of our Island’s economy, sustaining local businesses, jobs, and essential services. Its continued success depends on collaboration among businesses, residents, and public partners committed to Catalina’s long-term vitality. Love Catalina unites these stakeholders, representing more than 200 member businesses and organizations supporting a vibrant, year-round destination.

Love Catalina Island Tourism Authority is governed by a 19-member Board of Directors. Thirteen directors are elected by the membership from member businesses, with the remaining seats representing major Island interests.

As the Island’s official destination marketing organization, we position Catalina Island in competitive regional and national markets through strategic, data-driven marketing, partnerships, and campaigns that inspire visitation and drive overnight stays, keeping Catalina top-of-mind for travelers while supporting the businesses that define the Island experience. We also connect and advocate for our members through networking, education, and cooperative marketing that strengthen individual businesses and the Island economy, while providing access to tools, insights, and opportunities that increase visibility and engagement within the tourism community.

This packet outlines our organization, programs, and membership benefits designed to support your business and the broader tourism economy. For questions or additional information, please contact Carmen Hernandez at carmen@lovecatalina.com or 310.510.1520.

We value the partners who help make Catalina Island one of the world’s most unique destinations and look forward to the opportunity to work together.

Sincerely,

Jim Lüttjohann
President and Chief Executive Officer

MEMBERSHIP OVERVIEW

What is Love Catalina Island Tourism Authority?
Originally established in 1949 as the Avalon Chamber of Commerce, Love Catalina Island Tourism Authority has been promoting the Island for more than 75 years. Today, with a membership of over 200 businesses and organizations across the hospitality and visitor economy, Love Catalina serves as the Island’s official destination marketing organization while continuing to fulfill many Chamber of Commerce functions.

Funding comes from both public and private sources. Overnight visitors pay a transient occupancy tax (TOT), collected by local lodging providers, with the City of Avalon allocating 22% of these funds to tourism promotion through Love Catalina. In a typical fiscal year, public funding represents approximately 65% of the organization’s total budget, with the remainder supported through membership dues, program participation, and fundraising. Private-sector partners further extend this investment through in-kind contributions such as ferry transportation, lodging, dining, event access, and other services.

Mission
Businesses, residents, and visitors benefit from Catalina Island’s vitality as a year-round tourism destination.

Staff
Love Catalina Island is staffed by a team of experienced sales and marketing professionals: President & CEO/Film Liaison, VP of Sales & Marketing, Director of Events, Destination Marketing Manager, Digital & Social Media Manager, Events Manager/Member Engagement Coordinator, Administrative Manager, Visitor Services Manager, Visitor Center Specialists

MODERN DESTINATION MARKETING & MEMBER VALUE

Today’s destination marketing goes beyond traditional advertising. Love Catalina uses data-driven tools to keep Catalina Island competitive, including digital and programmatic advertising, AI-driven interactive banner advertising, AI-assisted chatbot engagement for website visitors, social media and influencer partnerships, AI and SEO optimization, email marketing, PR and media hosting, cooperative member campaigns, and traveler data insights.

Membership gives businesses a voice in shaping Catalina’s tourism strategy while supporting a competitive, year-round destination. Members also gain visibility through integrated campaigns, cooperative promotions, and media and influencer opportunities aligned with Island-wide branding. Most importantly, membership amplifies impact—allowing businesses to leverage shared marketing investment, reach wider audiences, and participate in initiatives no single organization could achieve alone, helping sustain Catalina’s economy and extend visitation.

Download a 2026-27 Membership Packet
Download a Membership Application
Click to see a full list of BENEFITS OF MEMBERSHIP

Membership Dues Schedule

2026-2027

Membership Term & Requirements
Membership in the Love Catalina Island Tourism Authority is renewed annually in July. The membership year runs on a fiscal year calendar from July 1 through June 30. New applications must include a copy of the City of Avalon Business License (if applicable) and full payment of annual membership dues. A one-time $35 administrative fee will be added to all new member applications. Membership dues may be prorated for businesses joining mid-year (see below). Renewing members must also submit a copy of their current business license.

Active Membership
Active Membership is granted to individuals, firms, corporations, or organizations engaged in business or a profession in the City of Avalon or elsewhere on Catalina Island. Each Active Member is entitled to one vote on matters brought before the membership. Active Members also receive one free listing on LoveCatalina.com and in the annual Visitors Guide, with access to discounted advertising rates in the Visitors Guide compared to non-members.

Annual Dues by Category

Accommodations: (hotels, rentals, condos, apartments, real estate offices)
$657.00 base rate, plus $4.15 per rentable unit

Restaurants: (table service establishments)
$657.00 base rate, plus $1.05 per seat

Transportation: (based on annual passenger volume)

1 – 500	$467.00	5,001 – 25,000	$1,982.00
501 – 1,000	$660.00	25,001 – 100,000	$2,648.00
1,001 – 5,000	$1,316.00	100,001 +	$3,965.00

Banks & Utilities: $1,300.00 per year

General Business: (not classified above) $467.00 base rate, plus $2.10 per employee during peak season

Community Non-Profit Organizations: $64.50 per year

Corporate Membership: (multiple businesses owned by the same individual or entity)
$1,331 base rate, plus $208.00 per business (DBA), plus applicable unit/seat/employee/passenger fees per category above

Non-Business Friend of Love Catalina Island: (no voting rights and no inclusion in free listings or website/Visitors Guide listings)
$109.20

Tax Notice
The Catalina Island Chamber of Commerce dba Love Catalina Island Tourism Authority is a 501(c)(6) nonprofit organization. Contributions and membership dues are not tax-deductible as charitable contributions. However, they may be deductible as ordinary and necessary business expenses. Please consult your tax advisor regarding your specific situation.

Proration of Dues
Membership dues are prorated for businesses joining Love Catalina Island Tourism Authority during the fiscal year. To determine your initial dues, first identify the month your application will be reviewed by the Board of Directors (generally the third Thursday of each month). Apply the corresponding percentage from the proration chart to the base dues, then add any applicable per-employee, per-unit, per-seat, or per-passenger fees as outlined in the Membership Dues Schedule.

After the initial year, memberships renew at the full annual rate. Renewal notices are issued in June and are due by July 31 each year.

Month in which a new member joins:
% of Yearly Dues (prorated)