AFM brings in $2M in hotel revenue
Santa Monica businesses and city government received a much-needed infusion of dollars during the past two months as a tourism gimmick and a major convention brought thousands of people and their wallets to town.
Officials reported that the American Film Market and a regional tourism campaign — the “LA Card” — generated nearly $300,000 in tax revenues for the city.
However, the city still is projecting a loss of between $7 million and $12 million in sales tax revenues this year.
The LA Card was the latest pot-sweetner from tourism officials aching to lure potential guests to Santa Monica this winter. The program combined the lure of cut-rate deals with the exclusivity of an insider game — you had to show up at a participating hotel to get one.
The multi-million dollar regional advertising campaign was aimed at anyone who could get to Santa Monica by car — from Bakersfield, Fresno, Santa Barbara, San Diego, Las Vegas, San Francisco, Sacramento and Monterey. The campaign ran from November to February and offered 2-for-1 hotel rooms and deep discounts at local restaurants, as well as deals at the Santa Monica Pier.
The LA Card program apparently paid off in spades. The 10 participating Santa Monica hotels reeled in 2,847 room nights, totaling $390,987.
In addition, the city’s general fund was filled with $46,918 in transient occupancy taxes from the effort.
The Santa Monica Convention and Visitors Bureau kicked in $30,000 toward the L.A. Card campaign.
“This was a critical investment for all partners and together we were able to maximize our impact and exposure to the important drive market,” said Debbie Lee, director of communications for the bureau.
For at least one hotel, the success of the LA Card program allowed many people to keep their jobs during the tenuous travel season following Sept. 11.
“The program rocked for us,” said Jodi Stone, director of sales and marketing for the Georgian Hotel. “Our goal was not to layoff any employees and the program was definitely successful. We sold 356 room nights at an average daily rate of $100.”
The 22nd annual American Film Market, held between Feb. 20-28, brought in 7,534 room nights and generated about $240,410 in transient occupancy taxes, according to the bureau.
Although attendance figures dropped slightly — about 4.5 percent from last year — AFM generated $2,003,424 in hotel revenue during its eight-day stay.
“AFM bookings were a vital spike in our business, especially during a down market,” said Hany Sabongy, general manager of the Best Western Gateway, which saw about $10,000 from AFM business.
Inbound international travel has dipped severely in Los Angeles County, but Lee thinks Santa Monica’s profile remains strong in key markets.
“Despite a more cautionary business climate and potential travel concerns from our 2,000 international attendees, we are very pleased with attendance at this year’s AFM,” said Jonathan Wolfe, managing director of AFM.
The AFM, in its 12th year in Santa Monica and the city’s largest convention of the year. This year, 408 films were screened at 23 theaters throughout town for about 3,000 participants. The LA Card program was launched not only by Santa Monica, but also chambers of commerce and visitor bureaus in Los Angeles, Long Beach, Marina del Rey, Pasadena and West Hollywood. More than 100 hotels participated in the LA Card program.
Hollywood generated 792 room nights and Long Beach brought in 702 room nights from the program.
Originally published in the Santa Monica Daily Press print edition on April 9, 2002. Read the original PDF.