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
Every day, MGM Resorts hosts organizations and individuals from around the world with a diverse array of business purposes, needs and expectations. But they all have one thing in common—a host committed to making their meetings sustainable and unforgettable through close partnership and responsible meeting practices. Harnessing the Sun Meetings at MGM Resorts are predominantly powered by the sun, thanks to its innovative 100-megawatt solar array. As the largest directly sourced renewable electricity project in the hospitality industry, the solar array features 323,000 panels and produces up to 100% of MGM Resorts’ daytime power needs in Las Vegas.* Built in 2021, the solar array reduces the carbon footprint of meetings—and all of MGM Resorts—while still delivering an enlightening and electrifying guest experience. Leading Water Stewardship Knowing water is essential to operations, guests and employees, MGM Resorts has long employed various conservation measures and has doubled down on its commitment in recent years to become a leading corporate water steward. In 2022, MGM Resorts President and CEO Bill Hornbuckle signed the CEO Water Mandate, a United National Global Compact, becoming the first gaming company to endorse the initiative. The company replaced more than 200,000 square feet of real grass with drought-tolerant landscaping in Las Vegas and pledged to reduce water use by 33% by 2025 and by 35% by 2030. Between 2007 and 2022, MGM Resorts saved more than 6 billion gallons of water through water conservation. Fostering Diversity, Equity & Inclusion MGM Resorts serves a world of diverse people, perspectives and experiences by cultivating a workforce culture that embraces all of humanity. From mindful recruitment and hiring practices to meaningful social responsibility initiatives, MGM Resorts is a welcoming and inclusive space for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members and more. The company’s commitment to supplier diversity drives innovation by extending competitive opportunities to local and diverse-owned suppliers, while the MGM Resorts Supplier Diversity Mentorship Program provides diverse-owned businesses tools and resources to enhance and grow their businesses. Paying it Forward MGM Resorts knows that great companies must serve the greater good. That’s why paying it forward is part of its approach to meetings and events. Through the Feeding Forward Program, MGM Resorts collects and preserves unserved and untouched food from conventions held at its properties, then safely donates to food-insecure people through a partnership with Three Square, Southern Nevada’s primary food bank. Since 2016, MGM Resorts has donated more than 3.7 million meals, with a goal of 5 million meal donations by 2025. Donations include unserved perishable prepared foods from events, perishable unprepared food from MGM Resorts’ kitchens and nonperishable food items from minibars and warehouses. From world-class venues and experiences to industry leading responsible meeting practices, MGM Resorts is proud to host meaningful and sustainable events. *Not including The Cosmopolitan of Las Vegas