Page 437 - FY 2020-21 Blue Book Volume II
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Los Angeles Tourism & Convention Board
rebound, will continue to partner with Brand USA (the country’s national tourism marketing organization formed by
the Travel Promotion Act) to implement cooperative advertising campaigns in Australia, Canada, India, Mexico and
the United Kingdom.
Global Public Relations, Earned and Owned Media - $1,613,000
LATCB’s Global Communications team works with travel writers around the world to increase coverage of
Los Angeles.
In 2020-21, LATCB will continue to focus on its original goal to deliver 18 million unique visitors to LATCB’s websites,
social media channels and e-mail databases. In addition, emphasis will continue to be placed on determining how
best to utilize immersive technology as a complement to the existing methods of attracting incremental visitors to
Los Angeles.
Business Operations (Finance, Technology, Human Resources, and Visitor Centers) - $4,113,000
This area provides direct support to the operating divisions discussed above, and oversees operation of LATCB’s
Visitor Information Centers. This includes administrative services, finance and accounting, human resources, payroll,
legal, and information technology. Together, these departments are responsible for maintaining financial controls,
operational efficiency, and contract compliance.
Total 2020-21 LATCB TOT Budget: $18,466,000
ADDITIONAL SOURCES AND USES OF FUNDING
Tourism Marketing District - $22,889,000
LATCB has a long-term service contract with the Los Angeles Tourism Marketing District (LATMD), which was
formed in 2011 by hotels with 50 or more guest rooms located in the City. The hotels determined that more funds
were needed to competitively sell and market these hotels. The LATMD was established for this purpose, providing
for a 1.5 percent assessment on hotel room revenue. By contract, use of these funds is solely restricted to sales and
marketing activities that provide specific benefit to the hotels in the LATMD.
Los Angeles World Airports International Marketing Alliance - $2,000,000
LATCB is in the final year of a three-year contract with Los Angeles World Airports that expires November 11, 2020.
Use of these funds is restricted by the Federal Aviation Administration solely for the international marketing of the
Los Angeles International Airport. These funds cannot be used for any other purposes.
Corporate Partnerships and Cooperative Agreements - $2,500,000
Corporate partnerships and cooperative agreements, including advertising sales, provide approximately $2.5 million
of funding which, in accordance with such agreements, must be used for the benefit and promotion of the sponsors,
partners, and/or advertisers.
Membership Program Fees - $1,930,000
LATCB receives approximately $1.9 million in annual revenue from member dues and from restaurants participating
in dineL.A.’s semi-annual, two-week culinary event. These funds are used for the benefit of members and
participants.
Visitor Information Centers - $350,000
LATCB’s Visitor Information Centers (VIC) produce revenues from ticket sales to various entertainment attractions
and theme parks. Current locations include Downtown Los Angeles, Hollywood, San Pedro/L.A. Waterfront, and
Union Station. Due to COVID-19, VIC operations have been suspended consistent with the City’s “Safer at Home”
Order. Operations will resume based on ongoing guidance from health authorities. This is anticipated to have an
impact on 2020-21 revenues.
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