At the end of July, the Tourism Marketing District (TMD) conducted its bi-annual TMD Regional Meetings virtually with General Managers and Directors of Sales & Marketing from TMD hotels in all five regions of the City of Los Angeles.
Chairman Javier Cano, General Manager of the JW Marriott and The Ritz Carlton L.A. LIVE, kicked off the presentation by providing an overview of the TMD’s reserve funding, which was created to fund future major industry events such as IPW, mega sporting events such as the World Cup and Olympics, as well as aid marketing recovery efforts following catastrophic events such as the ongoing pandemic. Javier highlighted that these dollars were thoughtfully put away to aid Los Angeles Tourism’s marketing programming for recovery. He also welcomed continuous feedback and engagement from TMD members to inform recovery strategy.
Los Angeles Tourism President & CEO Adam Burke provided an overview of the marketing recovery effort, highlighting the importance of being fiscally responsible with the TMD reserve funds to effectively promote the destination when the time is right. CMO Don Skeoch detailed forthcoming marketing programming, highlighting the LA LOVE program which focuses on inspiring Angelenos to enjoy a staycation and become a tourist in their own backyard. He also outlined the different waves of advertising which will first focus on drive markets, short-haul markets and eventually long-haul.
VP of Global Communications Jamie Simpson shared results of a recent Wakefield survey which informed the strategy of LA LOVE. The survey showed Angelenos want to support the local economy through tourism and that they are willing to stay local for a vacation. Manager of Tourism Insights Chelsea Benitez shared key data metrics including traveler sentiment from Destination Analysts as well as hotel occupancy and lodging forecasts.
SVP of Sales and Services Darren Green offered an overview of the current sales landscape, highlighting how his team has leveraged technology to keep the destination top-of-mind with meeting professionals through virtual site inspections and client events. The continued focus of the Sales team is to protect and retain as much future business as possible.
As a reminder, TMD meetings are an opportunity to provide feedback and input on the programming efforts conducted by Los Angeles Tourism to improve business at your TMD hotel. We encourage you to attend these meetings and share your valuable feedback.
If you would like a copy of your region’s presentation or are interested in hosting a future Regional Meeting, please contact Gina Reed, TMD Project Manager, at firstname.lastname@example.org