Page 438 - FY 2020-21 Blue Book Volume II

Los Angeles Tourism & Convention Board
PRODUCTIVITY GOALS

Productivity goals for 2020-21 are comprised of Convention and Meeting Sales and Services objectives for bookings
and leads as shown in the tables below. These productivity goals are subject to recommendations by the Sales
Advisory Board and approval by the Board of Directors of LATCB, and are based on February 2020 industry data.
LATCB will continue to closely monitor the impact of COVID-19 on these targets.

ESTIMATED SALES BOOKINGS FOR 2020-21

Convention Center Events – This activity is expected to yield 362,725 room nights, resulting in $13.8 million of
TOT.

Hotel Association and Corporate Meetings – This activity is expected to yield 310,464 room nights resulting in
$11.8 million of TOT.

ESTIMATED REVENUES FROM SALES BOOKINGS FOR 2020-21
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2018-19 2019-20 2020-21 2020-21
Actuals Estimates Goals Estimated TOT
Convention Center Events
Number 28 31 25
Room Nights 428,374 449,792 362,725 $ 13,761,787

Hotel Association
and Corporate Meetings
Number 882 880 616
Room Nights 422,985 443,100 310,464 11,779,004

TOTALS
Number 910 911 641
Room Nights 851,359 892,892 673,189 $ 25,540,791

ESTIMATED SALES LEADS FOR 2020-21

Convention Center Events – This activity is expected to yield 176 sales leads, resulting in approximately $96.9
million of TOT.

Hotel Association and Corporate Meetings – This activity is expected to yield 1,960 sales leads, resulting in
approximately $37.5 million of TOT.

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ESTIMATED REVENUES FROM SALES LEADS FOR FISCAL YEAR 2020-21

2018-19 2019-20 2020-21 2020-21
Actuals Estimates Goals Estimated TOT

Convention Center Events 221 220 176 $ 96,882,977

Hotel Association
and Corporate Meetings 3,070 2,800 1,960 37,478,650

TOTALS 3,291 3,020 2,136 $ 134,361,627

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