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San Francisco Travel Announces Staff Promotions

In recognition of team members’ accomplishments over the last two years and their expanded responsibilities going forward.

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March 11, 2022 (San Francisco) – San Francisco Travel Association, the destination marketing organization for the City and County of San Francisco, announced several staff promotions.

San Francisco Travel President and CEO Joe D’Alessandro said, “The entire San Francisco Travel team is dedicated and committed to ensuring the rebound of tourism, which is the city’s largest industry. To advance our efforts as we move into full recovery mode, we are pleased to announce the following promotions in recognition of team members’ accomplishments over the last two years and their expanded responsibilities going forward.”

Cassandra Costello was promoted from Senior Vice President to Executive Vice President of Public Policy & Executive Programs. Since starting with San Francisco Travel, Costello has elevated and expanded her role and responsibilities significantly. She has forged many partnerships and developed a number of initiatives that have expanded San Francisco Travel’s role and leadership in public policy. A recognized leader in her field, she has taken on increased responsibilities with numerous organizations locally and nationally. Her involvement with U.S. Travel and serving on the executive committee of Cal Travel has ensured that San Francisco has a prominent voice in all issues impacting travel and tourism. Before joining San Francisco Travel, she worked for the City and County of San Francisco for 13 years in various roles. Her tenure with the City began as a legislative aide to two members of the San Francisco Board of Supervisors, before joining the property management team at the San Francisco Recreation and Park Department, where she held several positions. Costello currently serves on the executive committee of the Cal Travel Board of Directors and the Downtown Community Benefit Association Board of Directors. She also serves on several committees and councils with partner associations such as U.S. Travel, the San Francisco Chamber of Commerce, and the Hotel Council of San Francisco and on various task forces organized by the City and County of San Francisco.

Lynn Bruni-Perkins has been promoted from Vice President to Senior Vice President of Global Marketing Communications. Bruni-Perkins has been with San Francisco Travel for more than 14 years, leading the Global Marketing Communications team in developing domestic and international leisure and business-to-business marketing campaigns. In her new role as Senior Vice President, she will work across the organization to develop and expand integrated marketing programs that extend the destination’s global reach and drive business to the region. She will continue to play a key role in leading the Global Marketing Communications team through the recovery of tourism business to the San Francisco Bay Area. In 2019, Bruni-Perkins earned her Certified Destination Marketing Executive designation from Destinations International, the tourism industry’s highest individual educational achievement. Additionally, she and her team have been recognized nationally for their efforts to promote San Francisco, receiving recognition from U.S. Travel Association’s Destiny Awards, HSMAI’s Adrian Awards, Visit California’s Poppy Awards and others for multiple domestic and international integrated marketing campaigns.

Kenley Moy has been promoted from Vice President, National Sales, to Vice President, Global Sales & Strategic Partnerships. Moy will oversee the national and international sales teams responsible for self-contained meetings in his new role. In addition, Moy will spearhead San Francisco Travel’s strategic alliances with third-party meeting management companies and business event strategists. He will help mold San Francisco Travel’s presence at domestic and international tradeshows, providing customer and member stakeholders firsthand experience of San Francisco’s commitment to excellence. Moy will also develop and lead San Francisco Travel’s strategic roadmap to regain market share and play a key role in redefining its Strategic Partnerships strategy. Moy received the industry-leading Certified Meeting Professional (CPM) credential in 2011. He currently serves on Destination International’s Convention Sales & Services Committee and Large Market Roundtable. Previously, he was president of PCMA’s Northern California chapter. Moy started his career in the hospitality industry in the hotel sector with various sales roles at leading hotel companies, including Hyatt Hotels & Resorts, Starwood Hotels and Resorts Worldwide, and Kimpton Hotels, before joining San Francisco Travel in 2000.

Leonie Patrick was promoted from Senior Director to Vice President, Convention Sales. She will work hand-in-hand with the City of San Francisco and The Moscone Center to serve convention clients and San Francisco’s hotel community in her new role. In addition to booking and overseeing contracting at Moscone Center, she will be responsible for helping set the Tourism Improvement District/Moscone Expansion District guidelines and for dispersing the Moscone Recovery Fund. Patrick will also oversee the citywide sales team responsible for booking conventions and developing new strategies to retain and bring back large conventions. Before joining San Francisco Travel in 2002, Patrick started her career with Hyatt Hotels and then worked as a third-party meeting planner. From 2013 until 2019, she was the point person for the $551 million Moscone Center expansion, working with all groups that used The Moscone Center. Patrick won Supplier of the Year in 2015 for the Northern California Chapter of PCMA. She served for several years as secretary for PCMA’s Northern California Chapter and was on the Host Committee for PCMA Convening Leaders 2020.

Jessica Lum was promoted from director to Senior Director of Public Policy and Executive Office Programs. In this role, she will take on responsibilities related to the Tourism Improvement District Board of Directors and Welcome Ambassador program and continue to manage operations for the San Francisco Travel’s Board of Directors and support public policy priorities. Lum also oversees the Association’s philanthropic program, Tourism Gives Back, the MYSF tourism certification, and neighborhood engagement program. Before her role at San Francisco Travel, she was the Manager of Programs and Communications at the Hotel Council of San Francisco, where she launched a multitude of sustainable hospitality initiatives, philanthropic programs, and education partnerships. Lum serves on the board for the California Hotel and Lodging Association Hospitality Foundation and is Vice President of the Walk San Francisco Board of Directors. She also serves on the Union Square Alliance’s Streetscapes and Public Realm Committee.

Daniel Schwartz was promoted from Director to Senior Director of Global Tourism Development. In his role, Schwartz is responsible for driving international leisure visitors to San Francisco through integrated marketing programs, B2B sales and promotions, and airline partnerships. He manages San Francisco Travel’s relationship with San Francisco International Airport (SFO), including overseeing promotional programs to support existing airline routes, developing new airline launch campaigns, organizing international sales missions with key partners, and representing the airport at trade shows. On behalf of San Francisco Travel and SFO, he oversees a network of 10 international representation offices. To continue growing San Francisco’s market share abroad, Schwartz will focus on redeveloping a global trade distribution strategy, mapping and prioritizing key distribution partners, including receptive operators, wholesalers, hotels, and airline partnerships across the city’s primary source markets. In addition, for domestic and international programs, he collaborates closely with Brand USA, Visit California, and other regional destination marketing organizations to drive partnership revenue while expanding campaign scopes. In 2018, he was named one of Destination International’s “30 under 30”, a program that recognizes young professionals for their destination marketing achievements and leadership potential in the tourism industry. Daniel is currently a committee member for the International Inbound Travel Association (IITA).

Janice Lee has been promoted from Senior Manager to Director of Accounting Services. Her new role provides the added responsibility of working with San Francisco Travel and the San Francisco Tourism Improvement District Management Corporation (SFTIDMC) finance committees and related activities. As a critical contributor to San Francisco Travel’s shift from fiscal year to the calendar year in 2020, Lee demonstrated key skills and expertise to complete the transition successfully. She continues taking on new responsibilities, including SFTIDMC financial management and supporting Administration Services. Janice has been with San Francisco Travel for more than 15 years, starting her career with the tourism department then transitioning to the accounting department while earning her MBA.

About San Francisco Travel Association

The San Francisco Travel Association is the official destination marketing organization for the City and County of San Francisco. Tourism is San Francisco's largest industry. More than 25.8 million people visited the destination in 2019, spending more than $10 billion. More than 86,000 jobs are supported by tourism in San Francisco.

San Francisco is one of the metropolitan areas in the U.S. that has consistently kept COVID-19 largely under control. The COVID-19 Prevention & Enhanced Cleaning Guidelines put forth by the Hotel Council of San Francisco ensure that the city’s hospitality businesses are adhering to the most elaborate cleaning and safety protocols. San Francisco Travel invites all visitors who are planning a trip to contribute to a safe and enjoyable experience by taking its Safe Travel Pledge.

For information on reservations, activities and more, visit www.sftravel.com. For more about San Francisco, follow on https://www.facebook.com/onlyinSF/, https://www.instagram.com/onlyinsf/ and https://twitter.com/onlyinsf.

About San Francisco International Airport

San Francisco International Airport (SFO) wants you to Travel Well. SFO works with local, state and federal health officials to protect against COVID-19. Measures include enhanced cleaning protocols, hundreds of hand sanitizer stations, physical barriers, face coverings for everyone and physical distancing. To learn more visit flysfo.com/travel-well.

SFO offers nonstop service to Asia, South Pacific, Europe, Canada, Mexico and across the United States. For up-to-the-minute departure and arrival information, airport maps and details on shopping, dining, cultural exhibitions, ground transportation and more, visit www.flysfo.com. Follow us on www.twitter.com/flysfo and www.facebook.com/flysfo.

United Airlines is the preferred airline of the San Francisco Travel Association.

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Media Contact:
Lori Lincoln
Vice President, Global PR & Media Relations
415.227.2603
lori@sftravel.com