Los Angeles Tourism at Work - October 2021
Los Angeles Launches Decade of Major Sporting Events in New York City
Los Angeles Tourism launched a fully integrated activation in New York City, the destination's largest and highest performing feeder market and home to a large concentration of media and clients. Team members across Sales and Marketing partnered to kick off our destination’s decade of mega sporting events that begin with Super Bowl LVI in February 2022. Aligned with the timing of the Rams vs. Giants game on Sunday, October 17, team members hosted an “LA Tailgate” open to the public at the aptly named TailGate Outdoor Sports Bar in Brooklyn. The experience featured tacos from Enrique Olvera’s new LA taqueria, Ditroit; beer and wine from LA brands Golden Road Brewing and Angeleno Wine Co.; LA trivia hosted by Dumbfoundead, who appeared in our national advertising campaign; major trip giveaways including round-trip air transportation to LA courtesy of American Airlines; and a limited-edition merch drop from LA Tourism x Obey Clothing by House Industries and Studio Number One.
Los Angeles Tourism hosted a preview of the tailgate for media and travel trade contacts while our sales and tourism development teams invited Corporate, Association, Entertainment, Sports and Incentive event planners and top receptive tour operators to a VIP game experience at MetLife Stadium. The event series concluded with an intimate luncheon for luxury meeting planners at Armani Ristorante.
A Welcome Return to the U.K. and European Union With Brand USA Travel Week
Los Angeles Tourism touched down in the U.K. with Brand USA Travel Week, reconnecting with key players in the European travel industry to discuss trends, challenges, innovations, and the opportunity to drive future visitation to our City of Angels. The sentiment from buyers and media has been very positive and upbeat.
During the events Francine and Hayley conducted appointments with key buyers while Adam participated on Brand USA’s C-Suite program, participating in a press briefing and media interviews in addition to appointments with airline partners and trade contacts.
Citywide Conventions Return to Los Angeles
Professional meetings and events have officially started their comeback in Los Angeles. Earlier this month the destination hosted its first Citywide convention since the start of the pandemic, welcoming more than 2,800 attendees for the American Academy of Otolaryngology Head and Neck Surgery Foundation (AAO-HNSF) for its Annual Meeting and OTO Expo. Based at the Los Angeles Convention Center, AAO-HNSF contracted with 14 hotels in Downtown L.A. and the events resulted in an economic impact of $9.2 million.
This past week GSMA Mobile World Congress also took place in Downtown L.A., another key return for our group business. At the event the LA City Tourism Department launched the LACC Career Academy, a new initiative to increase equity in career representation by inspiring youth of historically underserved areas to consider diverse and dynamic career paths. High school students from the Ambassador School of Global Leadership met with Mayor Garcetti, toured the exhibition hall, learned about various companies including KORE and Amdocs, and had lunch with two executive leaders to hear about their career paths.
