Annual TMD Meeting Recap - October 2020

In case you were not able to attend the virtual Annual TMD Meeting in September with General Managers and Directors of Sales & Marketing from all five regions of the TMD, and would like a copy of your region’s presentation, please contact Gina Reed, TMD Project Manager, at greed@latourism.org. Below are highlights of business discussed:

  • The TMD Reserve Fund’s for Catastrophic Events has provided essential funds to Los Angeles Tourism’s recovery programming at this critical time when collection of the TMD assessment has significantly declined
  • Efforts are being made to work closely with State and County public health and civic leaders including the County’s Economic Resiliency Task Force, as well as focused efforts through the California Hotel & Lodging Association (CHLA) and the California Travel Association (CalTravel) to advocate for the safe return of meetings
  • Special guest speakers from L.A. Public Health, Liza Frias and Dr. Jeffrey Gunzenhauser, provided an overview of the state of California’s Blueprint for a Safer Economy, detailing the State tier system assigning every county based on its test positivity and adjusted new daily case rate. They also spoke to the importance of businesses complying to the approved safety protocols, and earlier referenced COVID-19 Safety Compliance Certificate Program
  • The marketing campaign, LA LOVE program, focuses on inspiring Angelenos to enjoy a staycation.  The new digital campaign is airing in key drive markets – including Las Vegas, Palm Springs, Phoenix, Sacramento, San Diego, Fresno, Santa Barbara and San Francisco
  • Key data metrics including traveler sentiment, hotel occupancy and lodging forecasts indicate end the year with 50% occupancy
  • Sales & Services Department efforts are focused on retaining business for later years using creative ways to keep L.A. top of mind with planners nationwide.  Additionally, travel trade efforts have pivoted with focus on curating virtual trade shows and trainings for domestic tour operators
  • The LA 2028 team revealed their new brand and explained the important role the hotel community will play in the Olympic ecosystem in 2028. Starting engagement now is critical to ensure accommodation guarantees with hotels are signed by the end of this year