So you want to learn more about Los Angeles’ attractions? The first thing you should do is forget the notion that LA is one city, says Los Angeles Tourism chief executive and president Adam Burke.
And who better to be your guide, or guru (hey, this is LA) than the person most responsible for selling the place?
At an event for trade partners in Sydney last week, Burke gave guests “kind of the secret” to seeing LA’s myriad attractions.
“So the first thing is, people shouldn’t think of Los Angeles as a city – think of it as really seven distinct regions that all have these incredible neighbourhoods,” he explained.
“And what we’re finding is Aussies are coming over … and spending a few days in each of a couple of our neighbourhoods, because that’s where you really get the authentic LA experience.”
So whether it’s the beaches of Santa Monica and Venice, Hollywood, or Downtown LA, get into the diversity.
The second thing, according to Burke, is to break LA down by “what people have an affinity for”.
“So we talk about them as our product pillars,” he remarked.
These product pillars are sports and live entertainment, arts and culture, culinary, shopping and retail fashion, outdoors and wellness, and theme parks and attractions.
“We’re very fortunate that we’re in the Entertainment Capital of the World, Hollywood,” Burke said about the “most obvious” of the pillars, also flagging the 100th anniversary of the Hollywood sign in 2023.
Burke then touched on LA’s sporting attractions, led by “the world’s more spectacular sports and entertainment complex” SoFi Stadium, where you can go onto the field and play American football.
“We actually have 11 professional sports teams in Los Angeles”, which is more than any city in the country.”
Yes, LA has more museums than New York
Switching gears to arts and culture, Burke pointed out that LA now has more museums than any city in the US, including the new and “absolutely spectacular Academy Museum of Motion Pictures”, and Destination Crenshaw, which opens in 2023 and will be “the largest public art installation in the country”.
“It’s 1.3 miles along Crenshaw Boulevard in historic South LA and celebrates the Black and African American experience and contribution in Los Angeles.”
About his favourite pillar, food, Burke said LA had something for everyone, including over 250 Michelin-starred restaurants, and street food centred around more than 400 food trucks in the greater LA area.
“It’s incredibly affordable, and that’s the real way to experience LA’s food scene,” he said, also explaining how food trucks were born in LA.
When it comes to shopping and fashion, the LA Tourism boss lauded “some of the most fashion-forward designers in the world” who were plying their trade in LA, the city’s streetwear brands, and its “incredible outdoor malls” like The Grove and Westfield Century City.
Finally, Burke talked up the city’s “75 miles of gorgeous coastline” and an “incredible network of national parks and hiking trips”.
“So if you think about the activities that you and your customers will take advantage of: you can quite literally snow, ski and walk in the morning, and water ski in the afternoon. It’s not an exaggeration.”
But it could easily be the premise of a film, or just a day on an LA holiday.
Visit www.discoverlosangeles.com for more information.
Read about Burke’s prediction that Australia could become LA’s number-one overseas market next year.
