Fred Sater
Principal
Fred Sater Communications

Fred Sater started his own public relations and marketing practice – Fred Sater Communications – in July 2003 after a 22-year career with the State of California’s tourism marketing program, where he most recently served as Director of Communications. 

In his capacity as Director of Communications for California Tourism, he planned and directed the communications program, which included media relations, public relations, publications, fulfillment, Website, and a network of California Welcome Centers, with an annual budget as high as $2.4 million. Sater served as spokesperson for California Tourism, and directed and approved activities and managed contracts of public relations representatives in Germany, Japan and the United Kingdom, plus a domestic public relations agency implementing special projects on behalf of California Tourism.  Fred Sater directed the development and implementation of award-winning communications campaigns regarding energy challenges facing California tourism (2001) and in-state tourism recovery (2001/2002).  He also oversaw the development of a comprehensive crisis communications plan and directed the communications response to numerous disasters that impacted California – earthquakes, floods, wildfires, and civil unrest.

From 1985 to 2000, Sater served as Media Relations Manager for the California Division of Tourism, where he developed, implemented and managed the media relations program.  He organized media missions to New York and overseas, editorial visits, and press conferences, designed familiarization tours for journalists, and developed publicity campaigns for special promotions.  He served as the primary spokesperson for the Division of Tourism, was editor of Insights, an award-winning newsletter, and coordinated publicity efforts at conferences and trade shows.  Accomplishments during this period included the development of an award-winning press kit recognized as Best of Show at the Travel Industry Association of America’s International Pow Wow in 1998 and Hospitality Sales & Marketing Association International (HSMAI) Gold Award in 1998.

California is a special focus of Fred Sater Communications, serving a diverse client mix of destinations, attractions, accommodations, and other visitor services.  Clients will benefit from Fred’s tourism knowledge and experience, personal passion for California, its heritage and diversity, and established relationships with consumer and travel trade press worldwide.

A native Californian, Fred received a bachelor’s degree in Communications Studies from California State University, Sacramento, and has been a guest lecturer at CSU, Sacramento and CSU, Chico.

He and his wife, Susan, reside in Carmichael, California with their three Labrador Retrievers and two cats of unknown lineage.

Memberships:

California Travel Industry Association
Outdoor Writers Association of California
Society of American Travel Writers

Former Clients:

California Lodging Industry Association
Central Coast Collaborative
Placer Valley Tourism
Southwest California Economic Alliance

Current Clients:

Dennen’s Victorian Farmhouse, Mendocino Coast
Point Reyes Lodging Association
Sierra Entertainment (Sacramento RiverTrain, Sierra Railroad Dinner Train & Skunk Train)
San Luis Obispo County Visitors & Conference Bureau
Wild Horse Sanctuary, Shasta County

Ongoing Consultancy:

MilesMediaGroup