LA Tourism Forms Unique Partnership with AEG

Skift Take

AEG is celebrating a new partnership with LA Tourism that may be essential for a city looking to boost convention business.

AEG has launched a strategic global partnership with the Los Angeles Tourism & Convention Board (LA Tourism). As part of the multiyear deal facilitated by AEG Global Partnerships, LA Tourism will enhance its worldwide promotional efforts. LA Tourism is now an official partner of the LA Kings NHL hockey team and The O2 arena in London.

LA Tourism sees this move as key to attracting visitors from its key markets, Australia/New Zealand and the UK/Ireland. This partnership enables the destination to amplify its messaging to millions of eventgoers across AEG’s global audience.

“We won’t see full economic recovery in the LA region until these vital inbound markets rebound — and our partnership with AEG will help to accelerate that process,” said Adam Burke, president and CEO of the Los Angeles Tourism & Convention Board.

Attracting Citywide Conventions a Goal

The deal has the promise of being a win-win. AEG owns JW Marriott Los Angeles L.A. LIVE and The Ritz-Carlton, Los Angeles, while sister company ASM Global manages the Los Angeles Convention Center. “Working hand-in-hand with LA Tourism will help them land citywide conventions, and rising tides raise all ships. We want to attract the biggest and best conventions and help LA become an international destination for worldwide conventions,” said Scott Emery, vice president of global partnerships for AEG.

Meetings and events are among the biggest contributors to LA’s economy, generating $23.6 billion in total business sales in 2019. “We’re fortunate that there’s been a tremendous amount of investment in LA’s group offerings since then — so much so that we’re referring to it as ‘LA 2.0,'” said Burke.

Convention-related investment in Los Angeles includes the ongoing $30 billion modernization of LAX and thousands of new hotel rooms. The city is also keen to promote newly opened venues like SoFi Stadium and the Academy Museum of Motion Pictures. SUPER NINTENDO WORLD at Universal Studios Hollywood is a further attraction to tempt visitors.

A City Still Recovering

The hotel workers strike is the latest blow to a city still in recovery mode. “While we won’t see full group recovery until next year, our convention business is actually forecasted to reach 98% of pre-pandemic performance this year. Through joint tradeshow participation, sales missions, and promotional efforts, we’re working together to drive recovery for professional meetings and events,” said Burke.

This partnership goes beyond marketing and hospitality and will also include community engagement initiatives. LA Tourism and the Kings Care Foundation will collaborate on initiatives that include food and clothing drives. As part of this multiyear partnership, the LA Kings will join LA Tourism on a future trade mission to Canada.