What do Universal Studios Hollywood, Venice Beach and the Beverly Center have in common? All three are among L.A.’s top 20 tourist destinations.
Tourists account for 30 percent of all sales at the giant mall at La Cienega and Beverly boulevards. As its new tourism specialist, Shoshana Puccia will try to push that number even higher by promoting Beverly Center around the world.
“Shopping is the No. 1 pastime of tourists, especially for Latins, Italians, Australians and the Japanese,” Puccia said. “The Beverly Center took this new (marketing) direction about three years ago.”
Puccia will target individual and group travelers by meeting with groups like the Japan Tourism Board (based in Los Angeles) and convincing them to include shopping trips to the mall with other tourism activities. She also will recruit partners like airlines and theme parks to include trips to Beverly Center in travel packages.
As another part of the marketing strategy, Beverly Center will offer L.A.’s only California Welcome Center, where international and domestic visitors can stop for everything from theme park tickets to help with itineraries.
Before taking the job at Beverly Center, Puccia was senior sales manager for Universal Studios Hollywood, where she developed international sales and marketing programs and produced international promotional events in South America and Europe.
She traveled extensively throughout Europe and Central and South America to promote the theme park. That hectic pace will continue in her new role.
The 33-year-old Puccia speaks four languages Spanish, Italian, French and English. She credits her language proficiency to her father, who was born in Italy, as well as her Spanish-American mother and a French au pair who was with the family for years.
Puccia grew up in East L.A., Latin America and New Orleans, and has a bachelor’s degree in business administration from Cal State Fullerton.
So what does she like to do when she’s a tourist herself?
“Shopping it’s the first thing I want to do when I’m traveling,” she said.
Jolie Gorchov
