In January 2010, eight members of Anime Expo's upper management team (ConCom) publicly resigned because of disagreements over the organization's new direction set forth by Lattanzio. One significant point of contention was Lattanzio's decision to refocus and restructure the SPJA's marketing efforts, starting with the dismissal of a PR and marketing contractor that the organization had a close working relationship with since 2004. Additionally, two other personnel had already left for other reasons, leaving only the vice-chair and two others as returning members of the previous year's team.