John pioneered the advertising industry’s adoption of film tax credit programs. He secured one of the first-ever state film tax credits awarded to a national advertiser and established the foundational processes that now underpin strategic participation in these incentives.

A recognized thought leader, John has played a central role in shaping industry policy. He has contributed to influential white papers and research reports and has provided critical data and analysis to legislative teams, trade associations, and state government committees nationwide.

John was instrumental in negotiating the industry-standard Non-Disclosure Agreement with the Association of Independent Commercial Producers (AICP), enabling unprecedented data sharing between production companies and third-party administrators. This agreement allowed advertisers to fully participate in state incentive programs while preserving the confidentiality of production agreements.

He has also authored model legislation for new state film tax credit programs, ensuring that advertising production is both included and accessible, making it easier for advertisers to qualify for and benefit from these incentives.

John is the creator and author of the Alta Almanac, the industry’s most comprehensive and authoritative guide to U.S. state film tax credit programs, published annually.

As the leader of the Alta team, John continues to drive innovation across the film tax credit landscape, enhancing transparency, efficiency, and strategic access for advertisers of all sizes.

Michelle leads the financial reporting and audit preparation team at Alta.  Known for her strategic vision, customer-focused leadership, and analytical rigor, Michelle has been instrumental in driving innovation and growth both within the company and the industry.

A cornerstone of Michelle’s career is her groundbreaking achievement in tax credit services: developing the first comprehensive process and best practices for creating and auditing financial statements specifically tailored to U.S. film tax credits for advertisers. This pioneering framework combines cutting-edge technology with deep legislative expertise, setting a new gold standard for transparency, efficiency, and excellence in the industry.

With more than two decades of experience in accounting, finance, and strategic business development, Michelle has redefined the company’s approach to financial services. 

Beyond her professional achievements, Michelle is passionate about sports and travel. A devoted fan of USC Football, the LA Dodgers, the Boston Celtics, and tennis, she brings the same energy and competitive spirit to her professional endeavors.  Her love of travel reflects her curiosity and openness to new perspectives, qualities that enable her to approach complex business challenges with creativity and effectiveness.

Through her innovative approach and unwavering commitment to excellence, Michelle continues to transform the film tax credit industry, leaving a lasting impact at the intersection of finance, technology, and entertainment.