Visit California Launches First-Ever Campaign to Lure Professional Meetings and Events

April 20, 2022

Sponsored Article from Visit California

The Golden State’s official marketing organization was popping plenty of Mumm Napa cuvee, as it officially unveiled a $4.5 million initiative to invest and market in the professional meetings and events space for the first time in its history.

“We're here today to celebrate that California has reopened and is ready for business, and we really feel like 2022 is going to be a monumental year for the state," said Caroline Beteta, president and CEO of Visit California, before revealing the state’s new “Meet What’s Possible” campaign at IMEX America, which includes an online platform, as well as sales and marketing initiatives.

The campaign, which is part of a $95 million stimulus championed by Gov. Gavin Newsom to help the state’s tourism industry recover following the shutdowns and losses of the pandemic, aims to deliver the message that California is ready to host safe, distinctive and memorable meetings and events, according to Beteta.

“Meet What’s Possible is an open invitation to [event professionals] and attendees across the world to consider California's dynamic blend of destination attributes, from state-of-the-art facilities and well-appointed venues to the iconic attractions and trademark experiences that are uniquely California,” she said.

The messaging zeroes in on the state’s kaleidoscopic appeal, according to Beteta, from its culture of inclusivity, collaboration and innovation that has led to some of the most successful and creative businesses in the world, to its geographic beauty, culturally rich destinations, plethora of event venue options and only-in-California experiences.

“We're all about celebrating abundance and diversity, and we found from our research that our brand purpose is also all the culture around the Golden State’s accepting, open, inclusive attitude,” she said. “It’s the culture that connects us all around the diversity in this embarrassment of riches, and it's really what got us to our key positioning as we launched into this era of meetings and professional events—the power of possibility and the breadth of experiences available in California.”

When event professionals do consider California, they’ll have a wealth of new offerings to tap into.

“California has been very busy since the beginning of the pandemic,” Beteta said. “We've experienced, essentially, a new renaissance, such as reinvented urban areas, 7,000 new hotel rooms and new experiences in the attractions landscape.”

As a meeting and event destination, California has more convention centers than any other state, according to Beteta, 10.5 million square feet of function space, 6,500 hotels and resorts and an abundance of commercial airports and flights.

Meanwhile, health and safety are of utmost importance for residents and visitors alike, according to Beteta.

“We know from research that travelers value safe destinations, and I think you all know that California really put their best foot forward to look at safety first of not only the residents and workforce but our prospective visitors,” she said. “We continue to do so with the many announcements going forward about continuing with safety first.”

To jumpstart the landmark Meet What’s Possible initiative for professional meetings and events, Visit California assembled a task force of destinations to advise on the state’s initiative to promote it as premier events destination. Task force organizations include Long Beach Convention and Visitors Bureau, Los Angeles Tourism and Convention Board, Monterey Convention and Visitors Bureau, San Diego Tourism Authority, San Francisco Travel, Santa Monica Travel and Tourism, Visit Anaheim, Visit Greater Palm Springs, Visit Napa Valley and Visit Santa Barbara. 

“Meetings and events play an integral role in California’s economy, and in close concert with these campaign partners, we look forward to charting a path towards a powerful recovery,” Beteta said.

Please visit HERE for information on Meetings in California

Photo: Aerial view Long Beach, Calif.

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Partner Voices
Dallas already boasts 35,000 hotel rooms, award-winning global cuisine, and a walkable downtown. But we are just getting started. Visit Dallas is thrilled to announce that the city of Dallas is doubling down with a massive new convention center and entertainment district. Featuring 800,000 square feet of exhibit area, 260,000 square feet of meeting rooms, and 170,000 square feet of ballroom. The center will connect business travelers with dining and shopping options in the popular Cedars District means more places to get down to business, and even more ways to unwind. “Dallas is already a great meetings and conventions destination, with the accessibility of two major airports, affordable labor, and an outstanding hotel product,” said D. Bradley Kent, Visit Dallas senior vice president and chief sales officer. “The new center and Convention Center District will enhance Dallas’ competitive position and are exactly what our customers’ need and have been asking for." What’s New – AT&T Discovery District Located in the heart of Downtown Dallas, this new district on the AT&T corporate campus is tailor-made for groups of all sizes. It boasts a multi-sensory experience, including outdoor event space, the AT&T Theater, and multiple dining outlets including JAXON Beer Garden and The Exchange, a bustling food hall. Hotels Coming Soon Names like the JW Marriott (Downtown), lnterContinental Dallas (Uptown), and Hotel Swexan (Uptown) are adding luxury amenities and bountiful event spaces. The projects will debut in 2023 and beyond. JW Marriott This new, 15-story, 283-room hotel will open in the heart of the city’s downtown Arts District this year. The property features a 25,000-square-foot grand ballroom, as well as a spa, restaurant, lobby bar, fitness center, and a rooftop pool deck and bar. InterContinental Dallas  Located in Cityplace Tower in Uptown, InterContinental Dallas will feature sweeping panoramic views of the Dallas skyline. Guests will enjoy spacious, high-end rooms and amenities, including more than 21,000 square feet of event space.   Hotel Swexan Hotel Swexan, a new, 22-story luxury property, is rising in Uptown’s Harwood District and will make its mark on the Dallas skyline. Opening this year, it is a sculptural building with cantilevered upper floors, as well as a 75-foot rooftop infinity-edge swimming pool and a hidden underground lounge.