Materials related to an item on this agenda submitted to the Board of Los Angeles Convention and Tourism development after distribution of the agenda packet are available for public inspection in the Executive Office of the Los Angeles Convention Center, 1201 S. Figueroa Street, Los Angeles, CA 90015, during normal business hours. As a covered entity under Title II of the Americans with Disabilities Act, the City of Los Angeles does not discriminate on the basis of disability and, upon request, will provide reasonable accommodation to ensure equal access to its programs, services and activities. BOARD OF LOS ANGELES DEPARTMENT OF CONVENTION AND TOURISM DEVELOPMENT COMMISSIONERS Commissioners: Jon F. Vein, President; Ray Bidenost, Vice President; Jeremy Bernard; Stella T. Maloyan; Otto Padron Members of the public who wish to speak during the meeting must submit a “Request to Speak” form to the Board Secretary prior to the commencement of the public comments for each agenda item of interest. Comments by the public on matters not identified on the agenda, but within the subject matter jurisdiction of the Commission, will be heard only during the item designated as “Public Comment.” Public speaking will be limited to two minutes per speaker, unless the presiding officer grants some other amount of time before the commencement of the public comment. Regular Meeting Wednesday, March 1, 2017 9:00 a.m. Los Angeles Convention Center 1201 S. Figueroa Street, L.A., CA 90015 Executive Board Room 1. CALL TO ORDER / ROLL CALL 2. PUBLIC COMMENT 3. ACTION ITEMS: a. Approval of the regular meeting minutes from February 1, 2017 b. LATCB 2017-18 Proposed Budget – Board Report #17-001 - Diana Mangioglu, CTD 4. PRESENTATIONS: a. Neighborhood Council representatives on any Neighborhood Council Resolution or Community Impact Statement filed with the City Clerk which relate to any agenda item listed or being considered on this agenda for Board of Los Angeles Department of Convention and Tourism Development b. AEG Monthly Update – January – Brad Gessner, AEG c. LATCB Monthly Update – January – Patti MacJennett, LATCB i. LATCB New Advertising Campaign – John Boudouvas, LATCB ADJOURNMENT AGENDA FORECAST / SPECIAL TOPICS: March 15, 2017 - Expansion & Futurization Update – CTD - CIP Update – CTD
Transcript
Materials related to an item on this agenda submitted to the Board of Los Angeles Convention and Tourism development after distribution of the agenda packet are available for public inspection in the Executive Office of the Los Angeles Convention Center, 1201 S. Figueroa Street, Los Angeles, CA 90015, during normal business hours.
As a covered entity under Title II of the Americans with Disabilities Act, the City of Los Angeles does not discriminate on the basis of disability and, upon request, will provide reasonable accommodation to ensure equal access to its programs, services and activities.
BOARD OF LOS ANGELES DEPARTMENT OF CONVENTION AND TOURISM DEVELOPMENT COMMISSIONERS
Commissioners: Jon F. Vein, President; Ray Bidenost, Vice President; Jeremy Bernard; Stella T. Maloyan; Otto Padron
Members of the public who wish to speak during the meeting must submit a “Request to Speak” form to the Board Secretary prior to the commencement of the public comments for each agenda item of interest. Comments by the public on matters not identified on the agenda, but within the subject matter jurisdiction of the Commission, will be heard only during the item designated as “Public Comment.” Public speaking will be limited to two minutes per speaker, unless the presiding officer grants some other amount of time before the commencement of the public comment.
Regular Meeting
Wednesday, March 1, 2017 9:00 a.m.
Los Angeles Convention Center 1201 S. Figueroa Street, L.A., CA 90015
Executive Board Room
1. CALL TO ORDER / ROLL CALL
2. PUBLIC COMMENT
3. ACTION ITEMS: a. Approval of the regular meeting minutes from February 1, 2017 b. LATCB 2017-18 Proposed Budget – Board Report #17-001 - Diana Mangioglu, CTD
4. PRESENTATIONS: a. Neighborhood Council representatives on any Neighborhood Council Resolution or
Community Impact Statement filed with the City Clerk which relate to any agenda item listed or being considered on this agenda for Board of Los Angeles Department of Convention and Tourism Development
b. AEG Monthly Update – January – Brad Gessner, AEG c. LATCB Monthly Update – January – Patti MacJennett, LATCB
i. LATCB New Advertising Campaign – John Boudouvas, LATCB
BOARD OF LOS ANGELES CONVENTION AND TOURISM DEVELOPMENT COMMISSION
Regular Meeting Minutes
February 1, 2017
The Board of Los Angeles Convention and Tourism Development Commission (Board) convened a regular meeting on Wednesday, February 1, 2017 at 9:00 a.m. at the Los Angeles Convention Center (LACC), located at 1201 S. Figueroa Street, Los Angeles, CA 90015, in the Executive Board Room. PRESENT: President Jon F. Vein Commissioner Jeremy Bernard Commissioner Otto Padron ABSENT: Vice President Ray Bidenost Commissioner Stella T. Maloyan PRESENTERS: Tom Fields, CTD Darren Green, LATCB Brad Gessner, AEG Item 1. Call to Order / Roll Call President Vein called the meeting to order at 9:05 a.m. TAKEN OUT OF ORDER Item 4b. AEG Monthly Update – December Mr. Brad Gessner announced the employee of the month of November, Ashley Russo, the month of December, Shari Taylor, and the leader of the quarter Beverly Watson. Mr. Gessner reported that for December, there were no citywide events, there were two filmings, and attendance was 66,000. Mr. Gessner also reported that in December rental income was above last year due to short term bookings and expenses were above budget due to staffing increases, payroll and benefits. Mr. Gessner stated that occupancy was down compared to last December, but was 69% YTD. Item 2. Public Comment None.
Board of Los Angeles Convention and Tourism Development February 1, 2017 Page 2 of 2
Item 3a. Approval of the regular meeting minutes from January 18, 2017. UNANIMOUSLY APPROVED Item 4a. Neighborhood Council None. Item 4c. LATCB Monthly Update – December Mr. Darren Green reported that leads are at 108 which is behind the goal of 220 and that room night actuals, 268,075, are also slightly behind the goal of 390,000. Mr. Green reported that while these are behind pace, the short term market is strong. Mr. Green provided an update of the 2024 Olympic Bid process and noted that Olympic Committee is expected to announce the host city in September. Mr. Green introduced Larisa Faust, Director, Western Region Convention Sales and distributed the newest meeting planner guide. Mr. Bud Ovrom distributed a draft of the CTD calendar year summary. Item 4d. CIP Update Mr. Tom Fields provided an update of the current CIP projects. Item 5a. Expansion & Futurization Update None. ADJOURNMENT The meeting was adjourned at 9:38 a.m.
FORM GEN. 160
CITY OF LOS ANGELES INTER-DEPARTMENTAL CORRESPONDENCE
1
Date: March 1, 2017
To: Board of Los Angeles Convention and Tourism Development Commissioners
From: Robert R. “Bud” Ovrom, Executive Director Department of Convention and Tourism Development
Subject: LOS ANGELES TOURISM AND CONVENTION BOARD 2017-18
BUDGET REQUEST – BOARD REPORT #17-001
SUMMARY:
The primary goal of the City’s engagement with the Los Angeles Tourism and Convention Board (LATCB) is to grow the local economy by promoting the City as a site for citywide conventions, business meetings and major tradeshows, and as a destination for leisure travel. As part of the annual budget process, and to satisfy the City’s Charter-mandated budget deadlines, the Board of Los Angeles Convention and Tourism Development Commissioners (Board) will consider for approval LATCB’s 2017-18 budget request for inclusion in the Mayor’s Proposed Budget.
Destination Marketing Organizations (DMOs) such as LATCB are not unique to Los Angeles, and are engaged by cities for specific convention and travel promotional purposes. Most cities fund their DMOs through a hotel occupancy tax. The LATCB receives one percentage point of the City’s Transient Occupancy Tax (TOT), which is a tax levied on hotel or motel rooms, collected by the operator and remitted to the City monthly. The tax rate is 14 percent, of which 13 percentage points are remitted to the General Fund and the other 1 percentage point is remitted to the Los Angeles Convention and Visitors Bureau Trust Fund. The recommendation below requests the Board’s approval for LATCB’s proposed expenditure of TOT for the 2017-18 Fiscal Year.
DISCUSSION:
The Convention and Tourism Development Department (CTD) and LATCB executed an agreement for a five and one half year term, starting January 1, 2015 through June 30, 2020. As part of the agreement, LATCB’s proposed expenditure for TOT is reviewed and approved annually in consideration of the City’s greater budget process.
LATCB is financed through several sources of funds. The TOT is the second largest source of funds, making up approximately 36 percent of LATCB’s budget. Other sources include LATCB’s agreement with the Los Angeles World Airports (LAWA), revenues received from annual dues paid by LATCB members and sponsorship partners, and assessments collected as part of the Tourism and Marketing District (TMD).
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The following is a breakdown of LATCB’s revenue budget for the 2017-18 Fiscal Year:
DESCRIPTION AMOUNT LAWA Contract $ 825,000 Members/Partners $ 6,400,000 TOT $19,600,000 Tourism Marketing District (1.5% Assessment) $27,700,000 TOTAL $54,525,000
The City anticipates that TOT revenue to LATCB for 2017-18 will increase by approximately 5 percent from the current fiscal year.
1 Percentage Point Transient Occupancy Tax To LATCB
Actual 2015-16
Estimated 2016-17
Proposed 2017-18
$16,969,985 $18,702,000 $19,648,222
LATCB’s budget has consistently been divided into three main issue areas: sales, marketing and operations.
The sales division is charged with booking citywide conventions and events at the Los Angeles Convention Center (LACC), booking and coordinating sales for self-contained hotel events, and providing client services.
The marketing division has a domestic and international focus for the purposes of generating tourism and leisure travel to the City. Marketing develops global public relations and media, creates and places television ads and billboards, develops online advertising, performs research and analysis on tourism and travel, and coordinates journalist site visits.
Operations oversees the finance, information technology, and human resources divisions for LATCB.
The following is a breakdown of the TOT budget for sales, marketing and operations.
The marketing budget is anticipated to increase by approximately $829,000. Budget highlights include funding research efforts to assess key international markets to determine the impact on travel as a result of the recent Executive Orders, investing funds to build and expand domestic markets such as Boston and New York, and building an in-house creative team, which would reduce the level of advertising services previously contracted out.
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As a result of restructuring and reallocating resources, the sales budget has been reduced by approximately $595,000. These changes will not impact resources invested towards booking clients at the LACC, nor resources designated for self-contained hotel events. Budget highlights include increasing focus on international MICE (Meetings, Incentives, Conferences and Exhibitions) business, restructuring the existing Customer Advisory Board to relaunch as the “LA Customer Forum”, and enhancing Client Services to meet increased demand and assist in closing business.
Budget highlights for the operations division include the digital kiosk program, which is the placement of interactive kiosks at a variety of locations in the City to assist with visitor traffic and dissemination of information. The operations budget has been increased by approximately $712,000; other changes include shifts in budgeting and financial planning practices, and utilizing online recruiting tools to assist human resources efforts.
The City has identified $100,000 within LATCB’s proposed 2017-18 budget to be used for costs related to the promotion of the City, specifically convention and tourism marketing, communications, and sales efforts. Proposals for expenditure must be approved by CTD.
Upon approval, the Mayor will include LATCB’s budget as part of the 2017-18 Proposed Budget. Per the City’s Charter, the Mayor’s Proposed Budget must be submitted to the City Council no later than April 20.
RECOMMENDATION:
That the Board of Los Angeles Convention and Tourism Development Commissioners approve the Los Angeles Tourism and Convention Board 2017-18 budget request for inclusion in the Mayor’s 2017-18 Budget Proposal to the City Council.
Overview of Proposed LATCB TOT Budget
Board of Los Angeles Convention and Tourism Development
Commissioners Meeting
March 1, 2017
LATCB BackgroundLATCB (Los Angeles Tourism & Convention Board)
First contracted with the City in 1976
CTD’s governance gives oversight of LATCB contract to CTD
Current contract term through June 30, 2020
Services Provided
To book and assist in licensing the Convention Center
To book meetings and conventions in hotels
To promote Los Angeles in Domestic and International markets
Constituents
Los Angeles Convention Center, City of Los Angeles
TOTAL BUDGET = $54.5MM*Current contract runs through 11/11/17
Bid process begins in Spring
LATCB Functional Overview
CITYWIDE SALES
HOTEL SALES
CLIENT SERVICES
SALESDarren Green
BRAND MARKETING
DIGITAL MARKETING
COMMUNICATIONS (P.R.)
INTERNATIONALTOURISM
TOURISM INSIGHTS(RESEARCH)
MARKETINGDon Skeoch
FINANCE
INFORMATIONTECHNOLOGY
HUMAN RESOURCES
MEMBERSHIP & dineL.A.
VIC’S & DIGITALKIOSKS
OPERATIONS/MEMBERSHIPAdam Burke
BUSINESSAFFAIRS
Patti MacJennett
CONVENTION &TOURISM
DEVELOPMENT
TOURISM MARKETING
DISTRICT
LOS ANGELES WORLD AIRPORTS
Los Angeles Transient Occupancy TaxContributions to General Fund Per Fiscal Year (in $MM)
151.7 167.8 184.4 202.9230.8 246.6 259.1
0
50
100
150
200
250
300
FY12 FY13 FY14 FY15 FY16 FY17 (f)* FY18 (f)*
10.6%9.9%
10.0%
13.8%6.8%
5.1%
*Forecast based on 2016-17 General Fund Revenue Outlook
TOT Funds for LATCB Contract
14% hotel occupancy tax collected by hotel and motel operators and remitted to the City
1% - Los Angeles Tourism and Convention Board
13% - City General Fund
1% - Department of Cultural Affairs
3.5% - Allocated to Convention Center Debt Service
CAO periodically updates the estimate TOT based on actual monthly collections
TOT Allocation to LATCB
Actual2015-16
Estimate2016-17
Proposed2017-18
$16,696,985 $18,702,000 $19,648,222
• LAWA contract expires 11/11/17. While LATCB is optimistic regarding the chances of renewal, proposed budget only includes LAWA funding through that date to maintain a conservative budgeting approach.
• As a result, $1.4MM in international sales & marketing expense traditionally funded by LAWA has been allocated to TOT and TMD pending results of the RFP (expected to hear results by September).
• In the event that LATCB receives the renewal, this will then free up additional TOT and TMD funding for incremental programming.
Significant Impacts to FY18 BudgetLAWA Contract
• Following recent Executive Orders, a number of independent analyses have shown significant declines in booking inquiries to the U.S. from a variety of key international feeder markets.
• Since booking lead times vary significantly by market, the true impact of these declines may not be felt until later in 2017, by which point it will be too late to effectively react.
• Rather than take a passive approach, LATCB has developed a targeted strategy to proactively address the issue. (Note –limited efforts are already in place for NYC, Seattle and San Francisco; these are not, however, comprehensive campaigns.)
Significant Impacts to FY18 BudgetInternational Visitation
• Strategy includes:1. Conduct visitor research in key international feeder markets to
determine the extent to which negative perception of U.S. travel impacts Los Angeles.
2. Shift existing Marketing resources to long-haul Domestic travelers to hedge against any international downturns.
3. Immediately reinforce to the international travel trade that we welcome their business.
4. Quickly leverage a targeted brand campaign in key international feeder markets (Mexico, Canada, Australia, U.K.) that reinforces Los Angeles as a diverse, open-minded and inclusive travel destination.
• To support this approach, FY18 TOT funds are being disproportionately weighted toward Marketing (including incremental Short-Term Rental allocation).
Significant Impacts to FY18 BudgetInternational Visitation
• Sales budget reduced by $595K due to Departmental restructuring and reallocation of web resources to Marketing (savings of $394K), plus lower-than-forecast incentive payouts. No reduction in service levels or programming.
• Marketing budget increased by $829K to minimize impact of reduced international visitation, expand reach in high return domestic long-haul markets, update website and build in-house Creative Team.
• Finance/I.T./H.R. budget increased by $712K to enhance reporting/forecasting, expand CRM platform utilization by hotels and members, grow interactive digital kiosk network and secure optimal VIC location.
Significant Changes FY17 vs. FY18
37%42%
21% Convention & Meeting Sales & Services
Marketing, Public Relations & Media
Finance, Information Technology & Human Resources
Overview of LATCB Proposed Budget
TOT Expenditures–Program Allocation
ProgramActual
2015-16Estimate2016-17
Proposed2017-18
YOY%
Change
Convention & Meetings Sales & Services
$6,469,933 $7,897,383 $7,302,501 (7.5%)
Domestic & InternationalMarketing, Global Public Relations & Media
$5,794,178 $7,413,702 $8,242,552 11.2%
Finance, Information Technology& Human Resources
$4,432,874 $3,390,915 $4,103,169 21.0%
TOTAL $16,696,985 $18,702,000 $19,648,222 5.1%
37%42%
21%CONVENTION &
MEETINGSSALES & SERVICES
FY17 Deliverables• Development and launch of meetL.A. app• Development and launch of Los Angeles “Virtual Tour”• Expansion of sales efforts in key international markets• Enhanced hotel use of CRM system to improve lead tracking and response
timesFY18 Focus• Rollout meetL.A. “Signature Site” inspection that customizes each site to
individual client needs and expectations• Increase focus on international MICE (Meetings, Incentives, Conferences,
Exhibitions) business• Expand hosted client events in key feeder markets to develop new business –
particularly in hi-tech, consumer products & medical sectors• Restructure the current Customer Advisory Board and relaunch as the L.A.
Customer Forum, focused on industry thought leadership and delivering the quintessential L.A. Experience for Conventions, Meetings and Events
• Enhance Client Services role to meet increased demand and assist in closing business through collaboration and proactive sales strategies
37% 42%
21%
DOMESTIC & INTERNATIONAL MARKETING, GLOBAL P.R. &
OWNED MEDIA
FY17 Deliverables• Implement proactive campaign to minimize downturn in international
visitation• Continue emphasis on international growth, including opening new Chengdu
office in China (6th international office) and adding marketing representation in India and Scandinavia (7 international markets with independent reps)
• Launch new brand campaign to differentiate Los Angeles based on global focus group research
• Launch discoverL.A. consumer app in conjunction with County Arts Commission and Metro
FY18 Focus• Update and launch new “mobile first” website• Expand advertising in “high return” domestic long-haul and international
markets, with targeted emphasis on “at risk” international markets• Build in-house Creative Team to reduce third-party agency expense while
increasing organizational “agility” and brand consistency ($700K in year one savings)
37%
42%21%
FINANCE, INFORMATION TECHNOLOGY AND
HUMAN RESOURCES
FY17 Deliverables• Enhance financial reporting/forecasting to better support individual business
units and key stakeholders• Evaluate digital kiosk pilot program and determine strategy moving forward• Add dedicated resource to support organizational use of Simpleview CRM
platform, including customizations to improve hotel and member experienceFY18 Focus• Implement “dynamic forecasting” to support 18-month “rolling” forecast and
to address evolving market conditions in real-time• Evolve/expand interactive digital kiosk program to focus on outdoor
implementation at locations with significant visitor traffic throughout Los Angeles and surrounding areas
• Secure new Visitor Information Center location to maximize visitor impressions
• Better leverage online recruiting tools (e.g. – LinkedIn Recruiter) and add recruiting expertise to attract “best in class” sales and marketing talent
RECOMMENDATION
That the Board approve the LATCB budget request for inclusion in the Mayor’s 2017-18 Proposed Budget.
Questions?
1
Brad Gessner
Los Angeles Convention Center
AEG Monthly Status Report
January 2016
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EMPLOYEE OF THE MONTH – JANUARY 2017
Chris Fortuno
Financial Analyst
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DATE EVENT ATTENDANCE
Jan. 7 – 8 The FitExpo 2017 80,000
Jan. 11 - 15 Nat’l Soccer Coaches Assoc. 44,000
Jan. 11 - 15 LA Art Show 31,550
Jan. 18 Naturalization 13,000
Jan. 19 20 Big Industry Show 4,000
Jan. 21 - 22 Bride World Expo 5,700
Jan. 21 - 22 Equipo Vision 4,000
Jan. 21 Calibash Pre-Concert Fest 2,000
Jan. 22 Telemundo Health Fair 2017 10,000
Jan. 24 – Feb. 2 L.A. County H.R. Testing 4,250
Jan. 26 – 29 NHL All-Star Weekend 27,800
Jan. 27 – 29 Classic Auto Show 2017 20,000
Jan. 28 Breakthrough Wealth Expo with Daymond John 1,400
*Citywide TOTAL: 251,700
LACC JANUARY 2017 EVENTS
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Name Location Amount
Michelob Pico / Fig Dr. / Kentia $15,040
Ballers Compass Terrace $15,345
Grey’s Anatomy Pico Dr. / Bond $15,950
TOTAL FILMING: $46,335 (January 2016 - $59,120)
LACC JANUARY 2017 FILMING AND PHOTO EVENTS
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OPERATING PROFIT:
• $419K (before approved A & I and Capital Projects)
• $236K better than budget and $410K below prior year
REVENUES:
• $2.5 Million
• $370K above budget and $36K below prior year and
LACC JANUARY 2016 FINANCIALS
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EXPENSES:
• $2.1 million (before approved A & I and Capital Projects)
• $133K above budget and $374K above prior year
• ALTERATION AND IMPROVEMENTS & CAPITAL PURCHASES: • $37K in A& I and $42K in Capital consisting of:
• Parking Operating Street Legal Golf Carts • Concessions Point of Sale terminals
• Exterior Painting • Energy Efficient Lighting
LACC JANUARY 2016 FINANCIALS
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January invoice included additional days due to Timing of meter read. Cost per days: 2017 – $9.5K 2016 - $9.3K
2015 – $8.6 2014 - $10.6
JANUARY Sustainability - Electricity
$-
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000
2017 2016 2015 2014
January electrical expense
January
-
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2017 2016 2015 2014
January Electrical Consumption (kWH)
Monthly Electrical Consumption (kWh)
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JANUARY OCCUPANCY
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PricewaterhouseCoopers report on Convention Center occupancy states: It has been recognized industry-wide that the “practical” maximum exhibit hall occupancy rate is approximately 70 percent and the “efficient” range is considered to be approximately 50 to 60 percent. Occupancy levels less than 50 percent generally suggest the existence of marketable opportunities or open dates, while an occupancy rate above 60 percent increases the potential for lost business or “turn-aways.”
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$35 million in Economic Impact
Economic Impact - JANUARY
11
$752K in tax revenue generated
$575K in TOT and $177K in other city taxes
City Tax Revenue- JANUARY
CTD Board of Commissioners Meeting March 1, 2017
Sales Update Patti MacJennett Senior Vice President, Business Affairs
Citywide Convention Sales Booked Room Nights 2014 to 2024 Calendar Year Arrival Date
12 Events with 160,872 room nights booked during YTD FY 16/17 (July 1, 2016 – February 22, 2017)
Advertising Campaign John Boudouvas Vice President, Marketing
B R A N D P I L L A R S
T H E B R A N D C A M PA I G N
Los Angeles is so much more than a place to visit. It’s hard to put into words. You have to feel it for yourself. It isn’t just a city of landmarks and beaches, celebrities and palm trees, movie studios and museums. It’s a vibe, a feeling that stays with you long after you’ve left. And everyone’s experience is unique; everyone feels it in their own way. What will you feel? That’s what you’ll discover when you Discover Los Angeles.
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T H E B R A N D P I L L A R S
• The way in which we support our Brand Positioning is through four distinct Brand Pillars:
Culinary: Diversity of cultures create a diversity of high (and low) food offerings Culture: Both the quantity and growing reputation as a premiere destination Entertainment: Including both awards and fashion Urban Outdoors: 80% of LA’s days are sunny/partly sunny; major metro with a beach
TO U R I S M M A R K E T I N G S T R AT E G Y
S C O P E O F R E S E A R C H
US Communication Development June 2015
Research Markets • Philadelphia, PA • New York, NY
International Communication May – July 2016
US Communication October 2016
Research Markets • Vancouver, Canada • Mexico City, Mexico • London, England
• Sydney, Australia • Shanghai, China • Beijing, China
Research Markets • Pleasanton, CA • New York, NY
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KEY INSIGHTS ARE DERIVED FROM MULTIPLE PHASES OF RESEARCH:
O B J E C T I V E S
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1
2
3
4
GAUGE THE MINDSET OF MILLENNIAL TRAVELERS What are they looking for from their travel experiences?
EXPLORE PERCEPTIONS OF LOS ANGELES AS A TRAVEL DESTINATION And, how do those perceptions vary internationally vs. domestically?
UNDERSTAND THE APPEAL OF VISITING L.A. What makes Millennial travelers want (or not want) to visit Los Angeles?
IDENTIFY COMMUNICATION OPPORTUNITY FOR LOS ANGELES How can marketing best capture the appeal of Los Angeles?
M I L L E N N I A L T R AV E L E R S
E X P E R I E N T I A L T R AV E L Millennial Travelers express strong interest in having travel ‘experiences’
As more ‘experiential’ travelers, they were: • Looking to “go with flow” and be more independent when they travel • Hoping for more random and unexpected occurrences (things that have “story value”) • Wanting to get off the beaten track / go beyond what’s in the travel book
AND, ULTIMATELY EXPERIENCING SOMETHING THAT WAS DIFFERENT FROM THEIR EVERYDAY LIVES AND SURROUNDINGS
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L . A . P E R C E P T I O N S & A P P E A L
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D I M E N S I O N M A P COMMUNICATIONS PLATFORM
The L.A. mindset is a very attractive element for travelers • It represents the feeling that they most want to be in touch with on a vacation
in Los Angeles
And, this mindset is what enables the idea of L.A. as “relaxing” • Otherwise, there are many aspects of Los Angeles that might not necessarily
convey relaxation
The L.A. mindset is also what supports the idea of “new experiences” • Where Los Angeles is a place of freedom and embracing possibilities (“anything
is possible”) and exploration into hidden gems (e.g. cultural, culinary, etc.)
D I M E N S I O N : “ M I N D S E T ” KEY FINDINGS
17
Many travelers give the “people of Los Angeles” a lot of the credit • They are the evidence of this mindset and the reason that L.A. thinks the way that it does • L.A. is about how they live, and how they take advantage of what L.A. gives to them
D I M E N S I O N : “ M I N D S E T ” KEY FINDINGS
“All the best people live in Los Angeles.”
People come from all over to live in L.A., and they are all here together in one place
(making Los Angeles what it is) Imagining that they’d just hook up with some locals and end up at a beach party, BBQ, or club
It’s also the reason that a lot of travelers want to socialize with the people from Los Angeles when they visit
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C O M M U N I C AT I O N O P P O R T U N I T Y
Millennial Travelers appreciate seeing ‘another side’ of Los Angeles • Not the clichéd or touristy version of L.A. (and Hollywood) that many people think of • They want ways to capture physical settings/things that they can share socially and brag about They also like the idea of a more ‘local’ version of L.A. • Rooted in experiences that were seemingly lesser known or off the beaten path However, they still want to be able to recognize Los Angeles through: • Uniquely L.A. Experiences • Cues to L.A. Locale • Quintessential L.A. Moments
A N O T H E R S I D E O F L . A . COMMUNICATION OPPORTUNITY
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D E S I R E D E X P E R I E N C E COMMUNICATION OPPORTUNITY
There appears to be a hierarchy to the appeal of Los Angeles:
It’s Mindset and Lifestyle that represent the desired L.A. experience • And, these are also the things that travelers believe make Los Angeles most unique
MINDSET
LIFESTYLE
OUTDOORS ENTERTAINING
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Travelers are definitely interested in all the things they can do in L.A., but Los Angeles seems to be more about an ethos than activities
ETHOS The fundamental character or spirit of a culture - and how that spirit drives the beliefs, customs, or practices of the people.
D E S I R E D E X P E R I E N C E COMMUNICATION OPPORTUNITY
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