Page 394 - FY 2021-22 Blue Book Volume 2

Los Angeles Tourism & Convention Board

PROGRAM INFORMATION

Due to the uncertainty associated with recovery from the pandemic, LATCB will continue to re-evaluate strategies
and tactics for each segment of the visitor economy based on actual 2020-21 results to grow visitation, sustain visitor
spending, and reduce revenue erosion.

Convention and Meeting Sales and Services - $4,249,000

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 significantly impacted large citywide groups in 2020-21 who have been forced to cancel conventions
due to State and County Public Health mandates that restrict conventions and meetings from being allowed to take
place in California or Los Angeles County. These challenging circumstances continue to be closely monitored by the
LATCB Sales Team. Together with the City of Los Angeles Department of Convention and Tourism Development
(CTD) and the private operator of the LACC, LATCB is encouraging planners to postpone or rebook future dates
rather than cancelling, while identifying short-term opportunities and longer-term business.

Additional 2021-22 Sales Priorities will include the following:

1. Increase use of virtual site visits and virtual product promotion to continue sales momentum during the
COVID-19 pandemic, particularly for groups booking 12 months out and beyond.
2. Continue to use social channels and digital marketing opportunities to keep customers up to date.
3. Proactively develop sales messaging and digital campaigns that will strengthen and rebuild strong interest
in Los Angeles as conventions and meetings disrupted by COVID-19 are gradually allowed to resume.
4. Continue to evolve creative content to highlight Los Angeles’ unique qualities to increase visitation.
5. Leverage strategic partnerships to continue to adapt to needs of hybrid and virtual meetings and amplify Los
Angeles’ value proposition of outdoor venues to identify new business.
6. In collaboration with CTD and the private operator of the LACC, prepare messaging and deployment
surrounding the LACC expansion and renovation project as plans evolve.
7. As hotels re-open and are allowed to convene meetings, employ strategies that combine short-term groups
with groups that are more immune to economic instability.
8. Continue to work with the Los Angeles Sports & Entertainment Commission (LASEC) to secure signature
sporting events.
9. Continue to build a group of expert speakers by partnering with third parties to leverage Los Angeles-based
talent as local advocates with clients and planners.

Domestic Marketing - $3,396,000

Based on Tourism Economics’ latest forecast as presented in February 2021, the COVID-19 pandemic is anticipated
to have a significant impact on 2021-22 domestic visitation as studies have shown consumer confidence will be
based on the availability of vaccines and businesses’ continued adherence to COVID-19 protocols. Studies also
show that there is growth in pent-up demand and a desire to travel again.

Based on these studies, the LATCB Sales Team has developed a phased-in marketing plan that will expand as
recovery evolves based on industry metrics. The first phase will focus on local staycations, followed by drive markets,
then fly markets delineated by short haul and long haul. These markets are selected based on projected return on
investment.

International Marketing - $453,000

The international marketplace has been significantly impacted by COVID-19, and is forecasted to take several years
to fully recover. Prior to the pandemic, international visitors were Los Angeles’ most lucrative audience, outspending
their domestic counterparts by a ratio of 2.5 to 1.0. LATCB will continue to closely monitor recovery and traveler
sentiment in key international markets and, as recovery progresses, 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 key international markets.

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