LA (ST)INC.

By Adam Schaffer -- Tradeshow Week, 11/3/2003

What would you think if you saw this headline in Tradeshow Week: "Major U.S. City Turns Its Back on Tradeshow Industry"?

Well, one city has, and I am embarrassed.

I am embarrassed by my hometown. Not because I am a second-generation Los Angeles native (as unusual as that sounds). Certainly not because we lack an NFL franchise (I prefer college football anyway). And not because we are famous for celebrity trials with often disastrous results (can't help you there).

It's our CVB. We have a beautiful convention center, terrific weather, movie stars, beaches, multiple airports, great food, and where does our bureau advertise for tradeshow business? On the back of Kellogg's cereal boxes. Yes, it's true. And they think it is a great strategy. While I am sure you all eat your cereal — are you shopping for venues over breakfast?

The problem with this strategy lies in Angelenos' cinematic view of life. The CVB renamed itself recently, around the same time a local controversy was stirring involving the organization. It chose a name intentionally meant to sound like it wasn't a CVB: LA Inc. Hip name, everything's cool, everyone comes to L.A. — right?

Wrong. Now, it's LA Inc., The Convention and Visitors Bureau, because no one knew what the first five letters meant. (If you don't believe me, google LA Inc. and see what you get.) Can't we just go back to calling it the LACVB?

Raise your hands: How many of you think of tradeshows or tourists when you hear LA Inc.? I think of a trendy West Hollywood talent agency with valet parking and a lactose-free smoothie bar.

The other problem is focus (cinematic pun intended). I suspect if you asked the folks at LA Inc. whether they even want to target the tradeshow business they would say no. The very capable staff at the L.A. Convention Center has its hands tied by the bureau, and a nice building sits empty.

Oh sure, LA Inc. will be at IAEM's Expo! Expo! in Las Vegas, and they recently supported a Southwest IAEM/PCMA event. It has a slick magazine called LA Now (which frankly makes the whole thing even more confusing). But where is the effort to bring the shows to the city? You all know the value of a tradeshow to a destination.

Apparently, we in Los Angeles don't.