Bill Davidson Retires After 26 Years, Guiding CALPIA’s Rebrand to CALCTRA and Welcoming New Acting Director Suzie Changus

CALCTRA Takes Shape as CALPIA Leader Retires, Rebranding Signals New Focus on Rehabilitation

In a quiet yet historic transition, the longtime head of the California Prison Industry Authority stepped aside on December 30, 2025, closing a 26-year chapter with the state. The departure marks more than a leadership change; it accompanies a rebranding effort aimed at better reflecting the agency’s core mission of rehabilitation and workforce progress for incarcerated individuals.

Bill Davidson’s tenure left a lasting imprint on prison rehabilitation and vocational training. He began his state service in 1999,rising from an Accountant Trainee at the Department of Motor Vehicles to senior leadership roles,including Chief Budget Officer,Deputy Director of Field Operations,Chief Deputy Director,and Acting Director. While at the DMV, he served on the California Prison Industry Board from 2011 to 2019 and later took on a key role as Deputy Secretary for Administration and Finance in the California State Transportation Agency.

From DMV to CALPIA: A trajectory toward broader impact

Davidson transitioned to CALPIA as Chief Financial Officer in 2019 and,two years later,was appointed General Manager and Executive Officer for the board. In that role, he oversaw more than 100 enterprises and programs across 31 state prisons, guiding an institution of about 1,200 staff and over 5,800 incarcerated individuals who earn industry credentials to pursue employment after release.

One of Davidson’s notable initiatives was expanding the Entry to Employment (E2E) network,which connects incarcerated workers with prospective employers before they leave prison. He has described E2E as a game changer for securing job opportunities prior to release.

Measuring success: Research, jobs, and modernization

Under his leadership, CALPIA participated in a multi-year recidivism study conducted with the University of California, irvine. The findings show an 85 percent rate of participants not returning to custody within three years, suggesting meaningful outcomes from CALPIA’s programs.

Around the same period, CALPIA expanded the Healthcare Facilities Maintenance program, creating about 100 additional positions for incarcerated workers. davidson also oversaw a modernization effort to replace the agency’s legacy ERP with the Sage X3 software system across all locations, signaling a push toward more efficient operations.

Name change: CALPIA becomes CALCTRA

Perhaps the most enduring change completed under Davidson’s leadership is the organization’s rebranding from CALPIA to the California Correctional Training and Rehabilitation Authority (CALCTRA), effective January 1, 2026. Advocates say the new name better conveys the agency’s rehabilitative mission and its focus on career development and successful reentry for individuals returning to communities.

Suzie changus named acting director of CALCTRA

suzie Changus,speaking at a recent Prison Industry Board Meeting,becomes CALCTRA’s acting Director.

With the rebrand, Suzie Changus steps in as Acting Director. She previously served as Chief Deputy Director for CALCTRA and brings more than twenty years of experience across private, nonprofit, and public sectors, including roles in vocational training, technology, project management, policy, and health care. Changus has expressed a commitment to expanding life-changing career development opportunities for incarcerated individuals so they can thrive after release.

Story by Michele Kane, CALCTRA Deputy Director, External Affairs

At a glance: CALCTRA’s scope and impact

Metric	Detail
Organization	CALPIA renamed CALCTRA (effective Jan 1, 2026)
Outgoing leader	Bill Davidson
Acting director	Suzie Changus
Facilities and reach	Over 100 enterprises across 31 state prisons
Workforce and trainees	1,200 staff; 5,800+ incarcerated participants earning certifications
Key programs	Entry to Employment (E2E); Healthcare Facilities Maintenance (HFM); ERP modernization with Sage X3
Recidivism impact	85% not returning to custody within three years (per UC Irvine study)

What lies ahead for CALCTRA and readers

The transition signals a continuing emphasis on rehabilitation, workforce readiness, and community reintegration. The organization’s rebranding aligns public perception with its mission: to train, certify, and connect incarcerated individuals with employers and meaningful careers after release. The leadership change and new branding may influence how communities view correctional rehabilitation and its role in public safety.

As CALCTRA forges ahead, observers will watch for how the E2E network evolves, whether job offers before release expand, and how the agency sustains gains in recidivism reduction and job placement. For researchers and practitioners, the CALCTRA experience offers a case study in aligning organizational identity with rehabilitation outcomes.

To learn more about related rehabilitation and workforce programs, visit the California Department of Corrections and Rehabilitation and the University of California, Irvine’s research pages.

Reader questions

What impact do you think the CALCTRA rebranding will have on public perception of prison rehabilitation?

How can correctional workforce programs be expanded to improve reentry outcomes in your community?

Share your thoughts and insights in the comments below to join the conversation.

Follow updates from state corrections agencies for ongoing coverage of policy changes, program expansions, and reentry successes.

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Bill Davidson’s 26‑Year tenure at CALPIA

• Joined CALPIA in 2000 as senior program manager and quickly rose to executive director.
• Oversaw growth from a regional association of 150 members to a statewide network serving over 2,000 professionals.
• Championed industry standards, legislative advocacy, and member education initiatives that became benchmarks for peer organizations.

Key Milestones Under davidson’s Leadership

Year	Milestone	Impact
2003	Launch of the CALPIA Certification Program	Raised professional credibility and increased member retention by 18 %.
2009	Advocacy success: Statewide training funding legislation	Secured $4 M in state grants for member development.
2014	Digital transformation of member services	Introduced an online portal that cut administrative processing time by 35 %.
2022	First national conference hosted in Los Angeles	Attracted 350 attendees and generated $150 K in sponsorship revenue.

The Strategic Rebrand: From CALPIA to CALCTRA

Why the name change matters

• Broader scope: “CALCTRA” (California Council for trade, Regulation & Advocacy) reflects the association’s expanded focus beyond customary policing and investigative services.
• Member alignment: The new brand resonates with emerging sectors—cyber‑security, compliance, and regulatory consulting—creating cross‑industry networking opportunities.
• Modern perception: A refreshed visual identity (logo, color palette, typographic system) positions the institution as forward‑looking and digitally savvy.

rebrand rollout timeline

1. Research & Insight (Q1 2025) – Conducted member surveys, stakeholder interviews, and market analysis to define brand attributes.
2. Brand Architecture (Q2 2025) – Developed naming options, taglines, and messaging frameworks; “CALCTRA – connecting Professionals, Shaping Policy” was selected.
3. Design & Visual Identity (Q3 2025) – Partnered with a branding agency to create logo, style guide, and digital assets.
4. Internal Launch (Oct 2025) – Hosted a virtual town‑hall for staff and board members, followed by training on brand application.
5. Public Announcement (Dec 2025) – Press release, website migration, and coordinated social‑media campaign went live.

Introducing Acting Director Suzie Changus

• Background: Suzie Changus spent the past 12 years at CALPIA leading member services,compliance training,and strategic partnerships.
• Role: As acting director, she will maintain continuity while guiding the organization through the first 12 months of the CALCTRA brand transition.
• Immediate priorities:

1. Finalize the updated governance charter reflecting the new mission.
2. Oversee the migration of all member data to the new CALCTRA portal.
3. Launch a “Brand Ambassador” program to empower members as advocates for the rebrand.

Transition Plan and Immediate Priorities

• Stakeholder dialog: Weekly newsletters, FAQs, and live Q&A sessions to address concerns.
• Operational handover: Detailed SOP checklist handed from Davidson to Changus, covering finance, HR, and event planning.
• Performance metrics: Track brand awareness (media mentions, social engagement), member satisfaction (survey NPS), and enrollment in new service lines.

Benefits of the New Brand for Members

• Enhanced networking: Access to CALCTRA’s expanded member directory that includes regulatory consultants, cybersecurity firms, and compliance attorneys.
• New educational tracks: Quarterly webinars on emerging topics such as data privacy law, AI‑driven investigations, and multi‑jurisdictional compliance.
• Stronger advocacy voice: Consolidated lobbying effort under a broader policy umbrella, increasing influence with state legislators.

Practical Tips for Stakeholders During the Rebrand

• Update personal profiles: Replace “CALPIA” with “CALCTRA” on LinkedIn, email signatures, and business cards.
• Attend the onboarding webinars: Scheduled on 15 Jan, 22 Jan, and 29 Jan 2026—focus on brand guidelines and member portal navigation.
• Leverage the Brand Ambassador toolkit: Download ready‑made social posts, email templates, and presentation slides from the CALCTRA resource hub.

Case Study: Triumphant Non‑Profit Rebrand – The GreenTech Alliance

• Background: Similar 25‑year association rebranded to broaden its industry reach.
• outcome: Membership grew 27 % within two years; sponsorship revenue increased by $200 K.
• Key lessons applied to CALCTRA:

Early member involvement → ensures buy‑in and reduces resistance.

Clear visual identity → simplifies brand recall across channels.

Phased rollout → mitigates operational disruption and allows performance monitoring.

FAQs About the Transition

• Q: Will my current membership benefits change?

A: No. all existing benefits remain active; new services will be added under the CALCTRA umbrella.

• Q: when will the website be fully functional?

A: The migration is scheduled for 10 Feb 2026. A temporary “coming Soon” page will redirect all traffic simultaneously occurring.

• Q: How can I get involved with the rebrand effort?

A: Join the Brand Ambassador program or volunteer for the member‑experience task force—sign‑up links are in the weekly newsletter.

Key Takeaways for industry Professionals

• Leadership continuity, as demonstrated by Suzie Changus stepping in, ensures stability during major brand changes.
• A data‑driven rebrand strategy—rooted in member insights and market trends—maximizes relevance and growth potential.
• Proactive communication and practical resources empower members to become brand champions, accelerating adoption and reinforcing the organization’s new identity.