LA Auto Show Hits ‘Refresh’ Button with Huge Success
February 17, 2017
A few years ago, the 110-year-old Los Angeles Auto Show was at a crossroads: it could either keep having the same show it had been holding for a long, long time – or, in a sector that was in desperate need of a change, it could take a chance and switch things up.
Fortunately, the show chose option No. 2, and after bringing on new management in 2012, it has taken big steps since to offer a more dynamic experience to the hundreds of thousands of visitors who attend each year.
The show’s executive vice president and general manager, Terri Toennies, said of the initial step that was taken, “The LA Auto Show decided to outsource and look for a new general manager for the show. The previous manager had been there for 30 years.”
Toennies, who has a background in hotels, special event venues and the House of Blues, came on board along with Lisa Kaz, the show’s president and CEO, and they both started looking at ways to ‘disrupt’ the show.
“For 14 days (at the show), every day is like running a concert event really,” Toennies said.
Attendees are coming to the event expecting to not only see the latest and greatest models of cars, but also they want to be wowed by ‘new’ technology and trends.
As a result, Toennies said, they decided to launch the Connected Car Expo in 2013 to tie in the world of the Internet of Things.
“We had a lot of tech exhibitors mixed with automobile manufacturers,” she added.
The Connected Car Expo evolved into AutoMobility LA, which now includes big-name speakers from companies like Intel, as well as a conference and a technology pavilion.
“The attendance has almost doubled since 2012,” Toennies said as a result of the changes made. “We took something that was on the horizon, and it continues to grow.”
The 2016 LA Auto Show press and trade days, now called AutoMobility LA, drew nearly 25,000 industry professionals and media correspondents, not only from the traditional auto show crowd, but also from a whole new variety of major tech companies, news outlets and startups, such as Facebook, Intel, PolySync and others.
From 3D-printed cars to virtual reality simulators, AutoMobility LA proved to be far different from the traditional auto shows many were used to and a trendsetter in the industry.
Any time a show, especially one with a deep history like theirs, decides to do things differently, it’s important to have all the key stakeholders on board.
“They are your platform, and their buy in is important,” Toennies said. Fortunately, brands jumped at the idea and ones like Ford embraced it wholly, even holding a hackathon at the 2014 show challenging people to come up with new technology for their cars.
Adding the technology component to the show, she added, also brought it a whole new energy that included attendees and media that had never been to it before.
“Whatever we are doing is working because we are bringing in a new audience,” Toennies said. Especially, she added, the coveted 18-35 age group.
The auto brands have upped the ante as well, creating more experiential marketing in their booths.
“It’s not just a consumer show, but more of a festival feel,” Toennies said. “In California, car culture is so big.”
The show also has a very collaborative relationship with the companies that exhibit at the show.
“We have 2-3 face-to-face meetings with them a year,” Toennies said. “We ask them what they like or don’t like. They bring their own ideas to the table and what they think could be brought to the show.”
The changes to the show have been worth it, with overall feedback ‘positive,’ according to Toennies.
“We are making people understand that a family of four can come and spend a really long time enjoying the show,” she added.
Partner Voices
MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.
At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:
Protecting Natural Resources
MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.
Committed to Community
Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.
MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.
Fostering Diversity & Inclusion
To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.
MGM Resorts offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.
Add new comment