Page 436 - FY 2020-21 Blue Book Volume II

Los Angeles Tourism & Convention Board

PROGRAM INFORMATION

Strategies and tactics for each segment of the visitor economy will be re-evaluated based on actual 2019-20 results
to grow visitation, sustain visitor spending, and reduce revenue erosion.

Convention and Meeting Sales and Services - $7,022,000

The mission of Convention and Meeting Sales and Services is to market Los Angeles as a destination for meetings,
conventions, and trade shows. LATCB’s sales are segmented between two different target audiences, Los Angeles
Convention Center (LACC) users and those seeking meeting space and group room blocks in hotels.

COVID-19 has impacted several large citywide groups and this situation is being closely monitored by the LATCB
Sales Team, who are staying in close contact with citywide convention planners. Together with the City of Los
Angeles Department of Convention and Tourism Development (CTD) and the private operator of the LACC, the
LATCB is encouraging planners to postpone or rebook future dates rather than cancelling.

LATCB’s Sales strategy will revolve around three core platforms: retaining and rebooking current citywide groups;
identifying short-term opportunities within a 12-24 month booking window; and identifying large citywide conventions
48 months out and beyond that offer optimal fit for a renovated LACC.

2020-21 Sales Priorities will be focused on the following:

1. Maintain close communication with all groups potentially impacted by COVID-19 to encourage
postponement or re-booking rather than canceling.
2. Increase utilization of virtual site visits and virtual product promotion to continue sales momentum during the
COVID-19 crisis, particularly for groups booking 12 months out and beyond.
3. Continue to utilize social channels and digital marketing opportunities to engage with customers.
4. Proactively develop a new digital sales campaign that will launch as soon as the COVID-19 crisis subsides.
5. Continue to evolve creative content to highlight Los Angeles’ unique qualities to increase visitation.
6. Leverage strategic partnerships and sponsorships to amplify Los Angeles’ value proposition and identify
new business.
7. Prepare messaging and deployment surrounding the continued exploration of the LACC expansion and
renovation, and maintain close collaboration with CTD and the private operator of the LACC.
8. As new hotel inventory is added, employ strategies that combine short-term groups with groups that are
more immune to economic instability.
9. Continue to work with the Los Angeles Sports & Entertainment Commission (LASEC) to secure signature
sporting events.
10. Build a stable of expert speakers by partnering with third parties to leverage Los Angeles-based talent as
local advocates with clients and planners.

Domestic Marketing - $2,932,000

Based on Tourism Economics’ February 2020 forecast, COVID-19 is anticipated to have a significant impact on
2020-21 domestic visitation, significantly limiting the effectiveness and appropriateness of traditional marketing
campaigns until the pandemic subsides. When that occurs, initial marketing recovery efforts will be targeted to the
regional, intrastate and “close-in” drive-markets including San Francisco, Sacramento, Fresno and San Diego. As
recovery increases, LATCB will expand advertising to its key domestic Designated Marketing Areas (DMAs): New
York City, Chicago, Washington DC, Baltimore, Boston, Atlanta, Dallas and Denver. These markets were selected
based on projected return on investment.

Due to the fluid situation with COVID-19, LATCB will continue to monitor third party forecasts as travel sentiment will
be significantly impacted across the country, with domestic travel expected to recover sooner than international
visitation.

International Marketing - $2,786,000

The ongoing impact of COVID-19 will be far-reaching in the international marketplace. International visitors continue
to be Los Angeles’ most lucrative audience, outspending their domestic counterparts by a ratio of 2.5 to 1.0. LATCB
will be closely monitoring recovery and traveler sentiment in key international markets and, as these key markets

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