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
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact