LOS ANGELES: Arts + Culture LA (ACLA), a new non-profit that opened its doors last week, will soon begin vigorously promoting LA as a prime destination not just for movie buffs, but those seeking high-culture attractions as well.
The organization is currently formalizing its plans to market LA's theater, art, music, and other high-end pursuits - plans which may also include an estimated six-figure agency account.
Now operating on a $500,000 grant from the Eli and Edythe L Broad Foundation, a major supporter of the arts, ACLA is first focusing on securing more funding.
"We are putting together revenue streams from both the public and corporate sector," said director Laura Zucker. "Our plan is to have about $8 million by July."
Zucker said she hoped to secure that $8 million dollar as an annually recurring budget for three years, and that much of it would go toward advertising, PR, and marketing subcontractors.
The group is not, however, currently seeking bids from agencies. "In a couple of months, we'll be ready to look at sub-contractors," she said.
Zucker added that she "would like to see the PR components of this be very substantial."
"We're envisioning this organization working on two levels. One is overall branding and perception, and the other one is very specific incentives to drive visitors to the market," she said.
The organization will also strive to go beyond traditional destination marketing and "into some larger cause-related marketing strategies, and we're looking to a very extensive web platform. To communicate the wonderful creativity of LA, I think we have to approach this creatively," she said.
However, the structure of sub-contractors' reporting is still under debate. Zucker said that it has not been decided whether the PR agency would report to the marketing agency or directly to her.