Q: What is the current commitment to the Australasian markets?
A: We have doubled down on our MICE deployment in Australia which is why we are working with the great team at Clockwise and Deanna Varga as our MICE representatives for the Australia and New Zealand markets.
Q: What is the perception of L.A.?
A: The Australian MICE market has been very strong for L.A. When you look at Santa Monica, Marina Del Ray, Beverly Hills, all very popular, so they know those, but there is a larger aspect to L.A., such as Downtown, Hollywood, the Valley, even LAX.
Q: The city is the largest gateway for Australians into the US – how do you leverage that?
A: We say when you bring your group, spend a couple of days in L.A., get acclimatised to the time zone and then go off to your other destinations. Ideally we would like them the whole time, but we also think that L.A. offers some unique experiences that only L.A. can give over a short stay.
Q: What is your message to the Australian market?
A: We want to get the message out that L.A. has more than you think. People want experiences they can bring back that are unique and will stay with them. Motivation and reward is what L.A. is trying to do. You can really bite size the regions. You can come to L.A. 10 times and have a completely different experience each time.
Q: Is there a specific demographic you target?
A: It’s not just high end. We can cater to the mid-level tier or a company that wants to reward and incorporate some training. We know from our domestic groups that L.A. is not viewed as a boondoggle [that’s American for junket]. In L.A. you can do business and connect with the local community but you can also have so much fun. From a perception value, we give the substance with the sauce.