L.A. Cultural Tourism, Inc.
Designing Marketing Strategies & Creating Manageable, Meaningful, and Measurable Plans for Cultural Organizations of All Sizes to Secure Their Share of Headcount and Revenue from L.A.'s 50 Million Annual
Visitors and $18+ Billion in Annual Visitor-Spending in the Local Economy.
Consider one example: A recent Official Los Angeles Visitor Guide produced and distributed by LA Tourism contains 144 pages that promote what visitors should see and do in LA. Of those, only four editorial pages (less than 3% of the total) promote LA cultural institutions, two pages of which promote a museum that permanently closed months before the publication was printed and distributed.
ALL other LA cultural tourism promotion is confined to the remaining two-pages of editorial coverage to drive visitor traffic to cultural attractions in LA -- from the Academy Museum of Motion Pictures to the Zoo.
About four-fifths of L.A.’s 50 million annual visitors hail from the U.S., making marketing more affordable and eliminating language challenges.
More than 24 million of L.A.’s annual visitors live in California, western Arizona or western Nevada. They have been visiting L.A. for years and most likely already have experienced the area’s most popular first-time-visitor attractions.
These knowledgeable L.A. visitors tend to be more adventurous than first-time visitors, and they are seeking to experience something new to them, whether it’s an exhibition, landmark, neighborhood or performance.
Of U.S. personal wealth, 80 percent is concentrated in four metro areas -- Chicago, Los Angeles, New York City and Washington, D.C. This should help to focus geo-targeted messaging to affluent households and cultural tourists.
Why Market Your Cultural Offerings
On average, at any given time, there are four visitors in Los Angeles for every one person who lives here.
Of L.A.’s 50 million annual visitors, more than
26 million participate in some kind of cultural experience while they are visiting.
If you're not marketing to visitors to L.A., you are ignoring more than 50 percent of your potential headcount and revenue.
Of those, nearly 10 million visitors to L.A. choose to come to the area specifically to engage in one or more cultural events.
Local residents tend to cluster their cultural activities on crowded weekends. For visitors in L.A., every day is Saturday, providing excellent opportunities to grow weekday attendance and revenue.
On average, an individual cultural visitor to L.A. spends a minimum of four times more on retail purchases and concessions while visiting a cultural institution than local residents do ($100+ per cultural site vs. <$25).
The Los Angeles Tourism & Convention Board (LA Tourism) eliminated its dedicated cultural tourism program, staff and budget in 2016. Today, there are no planned, predictable, consistent nor effective efforts underway by LA Tourism to promote L.A.'s world-class cultural offerings to visitors.
On average, Los Angeles cultural tourists tend to engage in 7 primary activities per visit vs. 3.9 for
other leisure visitors.
Their rank in order of popularity:
Activity - Annual Headcount in Millions
Museums/Galleries - 4.0
Historic Sites - 3.8
Family/Friend Event - 3.8
Beach - 3.1
Shopping - 2.8
Live Theatre - 2.2
Fine Dining - 2.1
Musicals - 2.1
Theme Parks - 2.1
Gardens - 1.6
Jazz Concerts - 1.2
Hike/Backpack - 1.2
Zoos - 1.0
Festivals - 0.8
Symphony/Opera - 0.7
L.A. Cultural Tourism Services
Assessment, Analysis and Reporting on Visitor Readiness.
Domestic and/or International Visitor Marketing Plan(s).
Economic Impact Reports
Editorial and Visual Content & Creative Assets Development, Management & Distribution.
Journalists/Social-Media Influencers Familiarization Tours.
Social Media Marketing Plans.
Social Media Monitoring Reports.
Travel-Industry Outreach to Concierges, Tour Operators & Travel Agents.
Leveraging Engagement With Your Destination Marketing Organization.
Representation & Promotion at Industry-Trade Shows and/or Consumer Travel Fairs.
Making Presentations to Organizational Leadership on the Value of Visitor Marketing in Achieving Headcount and Revenue Goals.
Bespoke Marketing Efforts Upon Request.
Michael McDowell is an award-winning, nationally recognized leader in cultural-tourism marketing strategies and programs.
He created the first dedicated cultural-tourism marketing program at the
Los Angeles Tourism & Convention Board in 2004.
In that capacity, he designed and executed cultural-tourism marketing efforts for more than 50 leading museums and performing arts organizations for more than 12 years. As the first Vice President for Cultural Tourism Marketing at L.A. Tourism, he also created and staged major consumer and travel-industry cultural-tourism marketing events in 11 countries on three continents.
McDowell is Chairman of the Board of Directors of the International Visitors Council of Los Angeles, a member of the Board of Directors of the
U.S. Cultural & Heritage Tourism Alliance, a veteran board member of the Travel & Tourism Marketing Association of Southern California and its Immediate Past President.
Current and Past Cultural Tourism Marketing Initiatives Have Benefited Such Partners as:
Autry National Center
Annenberg Space for Photography
Aquarium of the Pacific
California African American Museum
California Institute of the Arts (CalArts)
Center Theatre Group
California Science Center
Craft & Folk Art Museum
Fowler Museum at UCLA
GRAMMY Museum® at L.A. LIVE
Hammer Museum at UCLA
Huntington Library, Art Collections and
Kidspace Children's Museum
L.A. Art Show
Los Angeles County Museum of Art (LACMA)
Los Angeles Museum of the Holocaust
Los Angeles Opera
Los Angeles Philharmonic
Los Angeles Stage Alliance
Los Angeles Zoo & Botanical Gardens
Loyola Marymount University
Museum of Contemporary Art, Los Angeles
Museum of Latin American Art
Museum of Tolerance
Natural History Museum of Los Angeles County
Norton Simon Museum
ONE National Gay & Lesbian Archives at the USC Libraries
Page Museum at the La Brea Tar Pits
Paley Center for Media
Pasadena Museum of California Art
Petersen Automotive Museum
Santa Monica Museum of Art
Shakespeare Center of Los Angeles
Skirball Cultural Center
University of Southern California
USC Pacific Asia Museum
USS Battleship Iowa
Wende Museum of the Cold War
For more information or to schedule
a complimentary introductory consultation, contact Michael McDowell: