Besides Rove, the speaking lineup includes conservatives such as former GOP Assemblyman Chuck DeVore and political commentator Ben Shapiro.
In 2007, Arnold Schwarzenegger famously told GOP delegates, "In movie terms, we would say we are dying at the box office. We are not filling the seats." That pronouncement did Schwarzenegger no favors with the party faithful, but six years later his assessment appears to have been accurate.
Brulte told The Bee in February that he believes the party can solve much of its problems by "blocking and tackling," or focusing on the basic political activities of voter registration, get-out-the-vote efforts and recruiting good candidates at all levels.
The former legislative leader - he served as GOP head in both the Senate and Assembly - also intends to correct the party's financial problems by paying off debt and rebuilding donor networks.
While Republicans agree that solving those problems is a necessary step, they disagree on how far the party must reinvent itself to win races in blue-state California.
Celeste Greig, who heads the conservative California Republican Assembly, said, "We don't have to change our message. We just have to be more loving in how we give that message; we have to be better messengers."
She said the party needs to do a better job of recruiting minority candidates who share its views. She also said it is appropriate to continue "promoting traditional marriage" and advocating that "taxpayers should not be responsible for paying for a woman who made the wrong choices in her personal life."
But Adam Mendelsohn, a GOP consultant who served as Schwarzenegger's communications adviser, said the party has to change the message, not just the messenger.
"In many ways the party is at odds with the majority of voters and more importantly the party has alienated critical constituencies that are growing at significant rates, specifically Latinos, young voters and decline-to-state voters," he said.
Rove hasn't said what he will speak about, according to a state party spokesman, and he declined an interview request this week.
"I don't know how much impact his speech will have with the delegates," Greig said. "It has not worked before when somebody from outside has come to tell us how to run our state."