West Hollywood's Official Tourism Office Announces Major Initiatives to Bolster Destination Position, Promotion.Southern California Southern California, also colloquially known as SoCal, is the southern portion of the U.S. state of California. Centered on the cities of Los Angeles and San Diego, Southern California is home to nearly 24 million people and is the nation's second most populated region, CVB CVB Convention and Visitors Bureau CVB College Van Bestuur (Dutch: Managing Council) CVB Camper Van Beethoven (band) CVB Common Vision Blox CVB Center for Veterinary Biologics Embarks on Key Branding and Economic Impact Studies, and Plans for New Website WEST HOLLYWOOD West Hollywood A community of southern California northeast of Beverly Hills. It is mainly residential. Population: 36,600. , Calif. -- The West Hollywood Convention & Visitors Bureau (WHCVB), West Hollywood's official tourism marketing office, has embarked on three large-scale strategic and infrastructure projects, totaling over more than a - of a million dollars. The major projects are threefold; a Branding Study, Economic Impact Study, and New Web Site - all of which will collectively enable West Hollywood to better understand, position and communicate to its markets and maintain its reputation as a prime West Coast destination for corporate, leisure, meetings and group business. The two studies aimed at analyzing and improving tourism through the evaluation of the City of West Hollywood's growing and changing community will address key aspects of the visitor experience and that visitor's impact, while the website improvements will serve as a resource for motivating the traveler to book West Hollywood. The initiatives are timely for the West Hollywood CVB due to upcoming opportunities to position West Hollywood internationally with cooperative programs presented by such entities as the California Travel & Tourism Commission (CTTC CTTC Computer Technology Training Center CTTC California Turtle and Tortoise Club CTTC California Travel and Tourism Commission CTTC Canadian Toy Testing Council CTTC Cartridge Tape Transport Controller CTTC Cut to the Chase ). The new visitor information and brand positioning will provide the WHCVB with a strong platform when partnering with the CTTC. The CTTC has received an increased budget allocation of $50 million for the next fiscal year through a new assessment on rental cars. The CTTC, the state's official tourism marketing organization, will provide local CVBs such as West Hollywood, co-operative opportunities to reach the international visitor in efforts to promote California as a premier international travel destination in the '06-'07 fiscal year. BRANDING STUDY Dailey Advertising, a West Hollywood-based, leading West-Coast advertising agency, whose past clients include Tourism Australia Tourism Australia is a statutory authority of the Government of Australia, with responsibility for tourism marketing within Australia and internationally, as well as research and forecasting of domestic and global tourism trends. , Legoland and Princess Cruises Princess Cruises is an American cruise line, based out of Santa Clarita, California, that operates cruise ships also shares the same building with Cunard Line headquarters. It is one of the many cruise lines operated by the Carnival Corporation. has been contracted to carry out the WHCVB's branding study through its signature brand consulting arm, DaileyLAB. The study which began in early June 2006 will help brand positioning for West Hollywood. "West Hollywood has many wonderful attributes, and a distinctive personality. Our goal with this project is to synthesize To create a whole or complete unit from parts or components. See synthesis. all aspects of the city into a deeper, more meaningful strategic platform which will ring true for residents, visitors, business owners, and investors," says Mike Perdigao, Executive Vice President & Managing Director at Dailey. Dailey will conduct extensive research including an overall analysis of visitor and stakeholder stakeholder n. a person having in his/her possession (holding) money or property in which he/she has no interest, right or title, awaiting the outcome of a dispute between two or more claimants to the money or property. perceptions, the city's strengths, weaknesses, and competitive stance in the tourism field. They will meet with key West Hollywood groups such as residents, business owners and investors, among others, in one-on-one, group and phone interviews to inquire about each individuals' perception. This survey method will be the basis for Dailey's brand strategy for the destination. The final stage of the branding study, which will conclude in late Fall 2006, will include the development of a brand strategy, which will guide the WHCVB, the travel and tourism community and its stakeholders Stakeholders All parties that have an interest, financial or otherwise, in a firm-stockholders, creditors, bondholders, employees, customers, management, the community, and the government. toward a new direction that will impact the organization's programming, marketing and outlook for years to come. ECONOMIC IMPACT STUDY Lauren Schlau Consulting (LSC LSC Learning and Skills Council LSC Legal Services Commission (UK) LSC Legal Services Corporation LSC Lyndon State College (Lyndonville, VT) LSC Learning Skills Council LSC Life Safety Code ), a Los Angeles-based market research and consulting firm Noun 1. consulting firm - a firm of experts providing professional advice to an organization for a fee consulting company business firm, firm, house - the members of a business organization that owns or operates one or more establishments; "he worked for a , whose past clients include the California Tourism Office, Universal Studios Hollywood and the Queensland Travel and Tourism Corporation (Australia), has been contracted to conduct West Hollywood's latest Economic Impact Study (EIS (1) (Executive Information System) An information system that consolidates and summarizes ongoing transactions within the organization. It provides top management with all the information it requires at all times from internal and external sources. ). The study is aimed at analyzing the traits, habits and impacts of travelers who choose West Hollywood as their destination. The EIS will provide the WHCVB information about a travelers' average length of stay, lodging type, group size, visitor activities such as food and beverage F&B is a common abbreviation in the United States and Commonwealth countries, including Hong Kong. F&B is typically the widely accepted abbreviation for "Food and Beverage," which is the sector/industry that specializes in the conceptualization, the making of, and delivery of foods. choices, and on a broader spectrum, the annual number of visitors and groups visiting per year. This invaluable demographic information about the travel habits of its visitors will provide important tourism research which will serve as the basis for new marketing strategies, new outreach methods and improved communications to those groups. Because the EIS also aims to valuate a visitor's economic impact on the city, important hotel performance figures including hotel occupancy Noun 1. hotel occupancy - occupancy rate for hotels occupancy rate - the percentage of all rental units (as in hotels) are occupied or rented at a given time , average daily rate and room taxes generated within West Hollywood will be researched, compiled and presented. "In order to obtain a successful and accurate outcome for the study, the hotel information is a crucial part of the overall picture," says Lauren Schlau. The study is set to be completed in April '07. Summary copies of the study will be made available upon request NEW WEB SITE The WHCVB has hired Aristotle, a full service website and interactive multimedia design, consulting and marketing firm based in Little Rock, AR, to completely re-vamp design and content, including copy, images, features and visitor tools on Visitwesthollywood.com, the Bureau's travel and tourism website. The site registers an average of 14,000 unique visits per month. Visitors can expect a more comprehensive listings of hotels, restaurants, clubs, dining, and shopping options in the West Hollywood area, along with a new design aesthetic, meeting and event planner assistance forms, visitor inquiry forms and media room with updated image gallery capabilities, an event calendar, the Bureau's publication "OnePointNine" and some added features, such as RSS feeds (a web technology that allows subscribers to receive updates and "desktop alerts" from their favorite sites). Visitwesthollywood.com will continue to host Advance Reservations Systems, Inc., (ARES), an online reservations and booking engine tied directly to the travel global distribution systems (GDS GDS Global Distribution System GDS Google Desktop Search (Google) GDS Goodie Domain Service (Vienna University of Technology, Austria) GDS Guards ) systems that West Hollywood hotels supply inventory to, allowing visitors to directly book room reservations and purchase admission to attractions like Universal Studios and Disneyland, directly through the web site and at comparable rates offered on other online travel sites. The new Visitwesthollywood.com will launch in early December 2006. The West Hollywood Convention & Visitors Bureau is a 501-C-6 non-profit organization A non-profit organization (abbreviated "NPO", also "non-profit" or "not-for-profit") is a legally constituted organization whose primary objective is to support or to actively engage in activities of public or private interest without any commercial or monetary profit purposes. dedicated to enhancing the economic vitality of West Hollywood through the marketing of the City of West Hollywood as a premier travel and lifestyle destination. |
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