IMEX America, the premier trade show for meetings and events in the U.S., brought together over 15,000 global industry professionals from Oct. 8-10, 2024, in Las Vegas. Visit California showcased the Golden State’s dynamic event offerings with an immersive and engaging presence on the show floor. California engagement zone: A hub of inspiration The California Engagement Zone, featuring 22 destination marketing organizations (DMOs), served as a vibrant hub for showcasing the state’s event capabilities. At the center was Visit California’s striking new activation, a 26-foot-wide, 16-foot-tall digital installation known as the California Bear. This captivating centerpiece displayed breathtaking video projections of California’s diverse landscapes, activities and group offerings, drawing significant attention from attendees. The booth provided a welcoming atmosphere with soft seating and a popular espresso cart serving affogatos, creating a space for networking and inspiration. Engaging activations beyond the booth Visit California extended its presence with engaging events like the California Happy Hour, hosted by the San Francisco Travel Association. This activation featured premium California wines, delicious bites, live entertainment and a DJ, energizing attendees and fostering connections. Prominent branding exposure included five dramatic banners in the main trade show corridor, highlighting group business creative assets from iconic California destinations such as Napa Valley, Long Beach, Monterey County and Santa Monica. Additionally, Visit California sponsored MPI Rendezvous, offering five exclusive California-themed cabanas for partners and planners, providing premium experiences in a memorable setting. Maximized visibility and impact With exclusive placement on the official IMEX mobile app, Visit California ensured its vibrant spirit resonated with thousands of attendees throughout the three-day event. The state’s strong presence reinforced its position as a leading destination for meetings and events, leaving a lasting impression on planners and industry professionals alike.

In early December, Visit California convened the annual Snow Summit to bring leaders from the ski industry and key state agencies together to discuss joint efforts to keep the roads open this snow season.  For the first time since 2019, the summit was held in person at Visit California headquarters. Co-hosted by Visit California President & CEO Caroline Beteta and California Secretary of Transportation Toks Omishakin, the meeting provided ski resort representatives with access to the most senior level officials at the California State Transportation Agency, California Highway Patrol and California Department of Transportation.  The summit provided a forum for industry partners to share their concerns about road closures with the state’s highway safety leadership team and to connect with the key personnel from their respective Caltrans District. The state agencies offered updates about the status of their preparations for the winter season and reaffirmed their commitment to ensuring California’s highways are safe and accessible this snow season.  Next steps include industry partners and their agency counterparts continuing to work closely on coordinated communications before, during and after snowstorm events as well as potentially developing joint social media content and public information resources on driving safely in the snow.