Los Angeles Tourism Marketing District

Tourism is LA’s #1 Industry Industry 1. Tourism 2. Professional Business Services 3. Direct International Trade 4. Entertainment 5. Wholesale Trade & Logistics

The Competition Sales and Marketing Budgets *$5.2 Million restricted for international marketing **Chicago is exploring the establishment of a TMD. $94.3M $54.2M $5.2M

What is a TMD? A business based hotel assessment district of LA City hotels. The percentage assessment determined by hotel community. Assessment fee is paid by hotel guests. Funds dedicated to sales and marketing of Los Angeles.

Why a LA Regional TMD? Create sustainable revenue source for marketing Los Angeles and its communities. Increase advertising and promotion dollars to effectively compete in domestic leisure markets. Add dedicated meeting/convention sales staff to address specific needs of LA’s regions: Downtown, Airport Area, Valley, Westside and South Bay. Stimulate and grow the tourism related employment and tax base.

44 California Cities Currently Administer TMD/TID Assessments SAMPLE CITIESTID ASSESSMENT Carlsbad$1.00/night Costa Mesa2% Folsom2% Huntington Beach1% Laguna Beach2% Lodi3% Long Beach3% Pasadena2.89% San Diego2% San Francisco1.5% San Luis Obispo2% Santa Clarita$1.00/night Stockton2% Temecula2% West Hollywood1.5% 15 California cities are currently in process of possible TID formation including: Anaheim, Napa County, Newport Beach, Oakland, Santa Barbara, Santa Cruz

Hotel Steering Committee Decisions What is the room threshold for inclusion in the TMD? – 50+ Rooms What will be the percentage of assessment? – 1.5% Assessment Will the assessment be consistent for all regions of the City of Los Angeles? – Consistent for all regions. What body will govern the TMD – LA Tourism Marketing District Management Corporation

How Los Angeles Compares CITYTOTEXTRA FEESTOTAL TOT AND FEES Boston14.70%2.75%17.45% Anaheim*15.00%2.00%17.00% Chicago*15.39%1.50%16.89% Seattle*15.60%1.00%16.60% San Francisco14.00%1.50%15.50% Los Angeles14.00%1.50%15.50% New York13.38%1.75%15.13% San Diego10.50%2.00%12.50% Palm Springs13.50%2.00%15.50% Long Beach12.00%3.00%15.00% Burbank10.00%NA10.00% Glendale10.00%NA10.00% Source: Smith Travel Research * Anaheim, Seattle and Chicago are pursuing additional district assessment scenarios.

Increase Visitation to Los Angeles Advertising & Promotions National advertising (TV, Print and On-line) Consumer targeted promotions Media and public relations International marketing and advertising

Drive Weekend and Local Visitation Discover the Arts Red Carpet Summer Fall for LA Cruise LA Dine LA

Increase On-line Presence 3 Million Visitors Annually Accommodation Listings Travelocity Booking Engine Regional Guides Special Offers Section Five Languages English Chinese Japanese Korean Spanish

Expand Social Media Outreach Over 120,000 + Facebook fans Over 4,000 + Twitter followers YouTube Channels

Research To Help Your Business Monthly Travel Pulse Monthly Industry Updates Travel Perspective Studies Strategic Planning Report Convention Calendar

Reach Visitors in Los Angeles 1.5 Million Visitors Annually Visitor Information Centers Downtown Hollywood & Highland LA Convention Center Port of LA Terminal (kiosk)

Leverage Events in Los Angeles Annual Events ESPN X Games Rose Bowl / BCS Championship Collegiate Sporting Events Youth Sports Tournaments

Next Steps Initiate Petition DriveJuly 2010 Implement Destination Perception ResearchJuly-September 2010 Finalize Marketing & Sales PlanJuly-September 2010 Council Hearings/ApprovalAugust 2010 Collection BeginsFourth Quarter 2010 Launch Nationwide Advertising Campaign2011