California's latest hot spot.

The annual, 6,000-participant American Film Market--the largest, most prestigious meeting of international and domestic English language film distributors and purchasers in the world--has extended its annual event in Santa Monica. Following two successful years in Santa Monica, the American Film Marketing Association (AFMA) chose to extend its original four-year 1991 -- 1994 agreement another three years through 1997.

The AFMA, restaurateurs, retailers and gallery owners aren't the only ones who have recently been attracted to trend-setting Santa Monica. Many business executives have decided that Santa Monica's relaxed, beach-city atmosphere is an ideal working environment. With an influx of major businesses moving into Santa Monica, the seaside city is fast becoming a corporate center for creative and entertainment-oriented businesses.

Sony's West Coast Music Entertainment Division moved into new headquarters in Santa Monica in September 1992, bringing its music publishing company, video game unit, Columbia Records and Epic Records, as well.

L.A. Gear relocated its headquarters to Santa Monica at the end of 1992, while MGM plans to move into Santa Monica's Colorado Place this spring and rename the complex Metro-Goldwyn-Mayer Plaza. Also expected to arrive this spring is the National Academy of Recording Arts and Sciences, the 9,000-member organization that sponsors the famed Grammy awards.

Already established in Santa Monica are George Lucas' LucasArts Entertainment Co., Steven Spielberg's Electrical Lights, George Harrison's Handmade Films, and the business offices of Oliver Stone, Chevy Chase, Arnold Schwarzenegger, Robert Redford, Johnny Carson, Sylvester Stallone and Bill Cosby.

With businesses moving in, Santa Monica's local hotel industry is gearing up in anticipation of more business travelers. After a year and a half delay, the 200-room beachfront luxury hotel at One Pico Boulevard (formerly the Park Hyatt), resumed construction on January 4. Now under the ownership of brothers Edward and Thomas Slatkin, whose family once owned and operated the Beverly Hills Hotel, the still-to-be-named hotel is scheduled to open later this year.

At 3007 Santa Monica Blvd. a moderately priced 68-room hotel featuring a small gym, Jacuzzi and sauna is scheduled to open this spring. Also, a new 63-room, mid-priced hotel under construction at 1447 Ocean Avenue is scheduled to open this summer. Called the Ocean View Hotel, it will have the image of a first class hotel but offer room rates around $80-$85. Meanwhile, the stately Miramar Sheraton has completed its $30 million renovation.

Santa Monica's changes aren't limited to the hotel front. The city's attractions and shopping and dining areas are also under continual transformation.

"People prefer Santa Monica because of its versatility, its convenient location, and its style," says Paul Moffett, director of meeting and conference sales for the Santa Monica Convention & Visitors Bureau. "Plus, Santa Monica's hotels, restaurants and shopping areas are within easy walking distance of each other and the beach," Moffett adds. In fact, a recent article in USA Today touted Santa Monica as "California's latest hot spot" where "celebs, businessfolk and just plain people are discovering that Santa Monica is the place to be."

With outstanding meeting facilities, shopping, dining, major attractions and the beach, Santa Monica can accommodate any business and pleasure need. "If our city can host a calibre of client like President-elect Bill Clinton, who chose Santa Monica as his L.A. area base while campaigning, the National Football Conference champions who will stay in Santa Monica for Super Bowl XXVII, and the American Film Market, Santa Monica is prepared to host smaller scale meetings or the individual traveler with equal finesse," says Moffett.

Meeting-oriented properties:

Loews Santa Monica Beach Hotel

Miramar Sheraton Hotel

Guest Quarters Suite Hotel

Holiday Inn BayView Plaza

Holiday Inn at the Pier

Radisson Huntley Hotel

Places to go in Santa Monica:

* Santa Monica Pier: Oldest pleasure pier on the West Coast, built in 1908. Contains an original handcrafted carousel as well as dining, shopping, fishing, games and arcades, and amusement rides.

* Third Street Promenade: A three-block long, open-air pedestrian boulevard, particularly noted for specialty book shops, filled with cafes, shops movie theaters, and a bustling weekly farmers' market.

* Main Street: One of the trendiest areas on the Westside, featuring galleries, ice-cream parlors, unique gift and clothing boutiques, designer studios and restaurants.

* Montana Avenue: Adjacent to one of the most affluent residential areas on the Westside, this stylish avenue features a mix of neighborhood shops, fine boutiques, galleries and upscale restaurants.

* Santa Monica Place: A three-level shopping center designed by Frank O. Gehry that encloses over 160 specialty shops and eateries plus two major department stores.

* Museum of Flying: An ultra-modern display of historic aircraft spanning nearly half a century of aviation history, including the Douglas World Cruiser, the first plane to fly around the world.

* Edgemar Complex: An open-air courtyard designed by Frank O. Gehry that houses the Santa Monica Museum of Art, Rockenwagner restaurant, and other retailers and galleries.

Santa Monica is located eight miles from Los Angeles International Airport and freeway close to attractions and business districts of Greater Los Angeles.

For information contact the Santa Monica Convention & Visitors Bureau, 2219 Main Street, Santa Monica, CA 90405. (310).