James L. Latta

James L. Latta, passed away on Wednesday, April 7, 2010 at Eisenhower Medical Center after a brief illness. He is survived by Mary, his loving wife of 43 years; four children, James David, Richard Allen, Karen Jean, and James Robert; and four grandchildren. He is also survived by a sister, Nancy Greene. Jim was born in Oak Park, Ill. to James and Hettie Latta in 1935. He grew up in Elmhurst, Ill. where he attended school and after graduating from the Graphic Arts Program at The Art Institute of Chicago, he finished his education at Northwestern University in Evanston, Ill. His first job was with the Chilton Publishing Company selling advertising space. In 1969 he was offered a partner position with Scott, Marshall & Sands, a well recognized magazine representative firm, which soon became Scott, Marshall, Sands and Latta with offices in Los Angeles and San Francisco. He relocated the family from Lake Geneva, Wis. to Fullerton, Calif. where they lived for over 30 years. Jim's company represented not only domestic magazines, but also many foreign publications which provided unique travel opportunities. It was during this time that Latta Travel Ltd. was founded in 1976. Jim was very interested in the new business and after several years decided to retire from the advertising community and devote his time to the sale and promotion of travel, both leisure and corporate. Over the years, Latta Travel Ltd. grew and customers could rely on its slogan, Distinctive Travel Planning. In 1999, Jim moved the office to La Quinta, Calif. where the company spent the next decade specializing in corporate incentive programs. During this period, Jim and Mary were able to spend the last ten years of his life doing what he loved most - traveling, appreciating art, attending the theater, and of course golf. Active in the community, Jim served on the board of the Los Angeles Magazine Representatives Association, The Pacific Area Travel Association and The Boys and Girls Club of Fullerton serving as its President the last four years. He was a member of Fullerton Rotary, St. Jude "5", and a Founder Member of the Orange County Performing Arts Center and a member of St. Francis of Assisi Catholic Church. He lived his life to the fullest and will be greatly missed. Funeral Services will be held at St. Francis of Assisi Catholic Church on May 14, 2010 at 10:00 AM. In lieu of flowers, you may wish to make a donation to Eisenhower Medical Center in the name of James L. Latta. They can be reached at 760-773-1888 or to St. Francis of Assisi Catholic Church, 47-225 Washington St., La Quinta, CA 92253.