So. Cal. to See New Travel Event

The L.A. Times and Unicomm are teaming up to bring Southern California a major new travel show

By: Janeen Christoff

Unicomm and the Los Angeles Times have agreed to join forces to create a new consumer travel show in the Los Angeles area. The two companies will co-produce the Los Angeles Times Travel Show with the Adventures in Travel Expo and Luxury Show at the Long Beach Convention Center Jan. 27-29, 2006.

“Combining the 10-year track record of Los Angeles Times Travel Show with the established Adventures in Travel Expo and Luxury Show will result in a far more diverse and dynamic event. It will enable us to offer three shows in one: adventure, luxury and traditional leisure travel,” said George Stewart, senior manager, Creative Advertising Group at the Los Angeles Times

In the past, the Los Angeles Times Travel Show has featured more than 1,000 travel-related companies and attracted more than 74,000 attendees and 5,000 travel agents.

Unicomm currently produces the Adventures in Travel Expo and Luxury Shows in six U.S. markets that include Chicago, New York and Washington D.C. According to Unicomm’s CEO, John Golicz, this will be a chance to move the show into the L.A. market.

L.A. Times Travel Show

“If ever there was an ideal pairing for an exposition, this is certainly it,” said Golicz. “Not only does this make perfect sense from a business standpoint, but also in terms of the value of what we’ll now be able to offer exhibitors and travel consumers.”

The event will combine the best of both the Los Angeles Times Travel Show and the Adventure in Travel Expo and Luxury Shows all in one show floor. Rather than being destination based, the show will be activity based, and different pavilions will house assorted categories of travel.

Under the agreement, Unicomm will manage event logistics and exhibit sales, while the Times will develop programming for panel and workshop sessions.

According to Stewart, topics will be as diverse as the show floor. Programming will offer travel education about all types of travel leisure, luxury and adventure and will feature sessions focusing on ‘Cultural Journeys: Creating Travel Experiences’ and the latest trends in luxury travel.

Highlighting the program will be forums with travel experts Peter Greenberg and Rick Steves. In addition, the entertainment provided at the show will reflect cultural diversity.

The event will target agents and consumers as well as meeting and event planners.

“The programming and entertainment is developed with both trade and consumer in mind,” said Stewart.

According to Stewart, dedicated trade hours and programming will be scheduled for Saturday, Jan. 29, 2006. Trade hours include an exclusive travel agent breakfast. Trade-only panels, speakers and seminars and trade-only show floor hours will be 8 to 11 a.m. For consumers, show hours will be 11 a.m. to 6 p.m. on Jan. 29-30.

When asked how successful he expects the show to be, Golicz commented, “New York is still the biggest but we think L.A. will be the second largest with a show floor of 100,000 square feet. It’s going to look huge.”