Dan Mishell has big plans for his job as the director of research at LA Inc., the Los Angeles Convention and Visitors Bureau.
Mishell, who was recently promoted, envisions drawing more visitors to Southern California through a partnership with Los Angeles World Airports, the operator of LAX.
“One of our tasks is to market Los Angeles to the international traveler through our offices in Japan, the United Kingdom and China,” Mishell said “We’re working with LAX to come up with a way to work more closely together.”
International travelers pay landing fees that generate revenue for the airports, and money spent by tourists on lodging, food and other expenses benefits the city. Mishell hopes defining common goals and dividing labor between the two entities will make it easier to market Los Angeles abroad.
Mishell aims to help the convention center pitch Los Angeles as an ideal convention spot. One way is for his research department to prepare reports that will depict the city in its best light.
During his tenure with the bureau, Mishell analyzed visitor profiles and travel data to evaluate corporate partnerships and marketing strategies. He hopes the use of the same techniques can accomplish a new set of goals.
“We’re getting more involved supporting the sales staff as convention business has grown. For every convention we bid on, at least one other city has too,” he said. “It’s an evolving set of goals that all depend on our marketing and sales goals.”
Mishell began his career in medical research after earning degrees in biology and biometry. He switched fields after he completed freelance project work for the visitor’s bureau and found the assignment satisfying.
“I find this work fulfilling. It’s not just number crunching, but relating it to an actual business and concrete process,” said Mishell, who joined the research department as a permanent employee soon after its formation.
Mishell, a Los Angeles native, lives in the Brentwood area with his new wife. He enjoys playing tennis and golfing.
Amanda Becker
