Misti Kerns, CEO, Santa Monica Tourism and Travel office. She is responsible for economic balance of revenues for community. She works directly with Board on policy making and strategy for organization. She acts as primary spokesperson for organization. She oversees all administrative, operating and marketing functions of the Bureau. She is responsible for creation of financial reports and annual audit reports. She develops and supervises the implementation of an annual operating and marketing plan, in order to promote the destination to local, state, regional, national and international audiences. She directs the preparation of the annual budget that supports these activities. She maintains ongoing effective communications with hospitality and government leaders, business and cultural institution leaders, convention and event planners, and the local and national tourism industry.