Catalina Connection

Catalina Island Chamber of Commerce rebrands as ‘Love Catalina Island’

AVALON—When visitors return to Catalina Island, the agency which serves as the island’s tourism authority will have a new identity.

The Catalina Island Chamber of Commerce & Visitors Bureau announced on June 10 it changed its name to Love Catalina Island and unveiled a new logo.

“The rebrand to Love Catalina Island had actually been in the works for months prior to COVID-19, but the pandemic has made the case to share our love of this island even more important,” Love Catalina Island President and CEO Jim Luttjohann said in a released statement. “Our new name not only reflects the immense love we have for our destination, but also how we want visitors to feel from the moment they step onto the island.”

In a letter titled “Love Letter,” Luttjohann said a group of sixty island stakeholders gathered last fall to discuss how they as an organization, and as an island, wanted to position themselves to the world. He said at the end of the day there was consensus, and love was the word.

Love Catalina Island said in accordance with the State of California guidelines, they are ready to welcome visitors back to the island. Restaurants and shops are now open for in-person dining and shopping, while hotels started booking leisure travelers on June 12. Social distancing and face covering guidelines remain in place for all visitors.

“Despite the challenges that lie ahead to fully recover from the impacts of this crisis, we are eager to welcome visitors back to our home, and are optimistic that travelers will once again be able to experience what makes this destination so unique,” Luttjohann said in a released statement.

Love Catalina Island said they will also be launching an online “Summer of Love” concert series featuring acts such as Taimane Gardner, the Xceptional Tribute to ABBA, Mick Adams and the Stones, Pine Mountain Logs and Venice.

Originally founded in 1949, the agency is a nonprofit comprised of approximately 230 member organizations, working closely with city officials, local businesses and the community at large to attract visitors and support the local economy. Love Catalina Island is governed by an elected board of directors and is funded in part through the collection of Transient Occupancy Taxes.

In addition to promoting Catalina, Love Catalina Island helps protect and steward the environment through its Care for Catalina initiative; closely working with partners like the Catalina Island Conservancy and the city of Avalon to conserve natural landscapes, implement sustainable practices and encourage responsible travel.

For more information, visit or visit their social media channels on at Facebook at, Instagram @LoveCatalinaIsland and Twitter @LoveCatalina_.

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