IN THE LIMELIGHT

"Build it and they will come" may be a clever saying, but it's not always true in the tourism trade.

Today's competitive market demands creative

"Orange County needs to be more aggressive in putting out the word about what we have here," said Doug Traub, chief executive and president of the Huntington Beach Conference and Visitors Bureau. Traub also co-chairs the Orange County Tourism Council.

A number of trade shows focus attention on Southern California and help those in the industry sell it to visitors.

Their importance has increased in the past year after some $6 million in public funding for state tourism marketing was cut from the California budget.

Hosting these shows also gives a city an opportunity to showcase some of its most popular attractions.

Following is a rundown on recent and upcoming conferences in the area.

* Octagon/Street & Smith's World Congress of Sports

The World Congress of Sports held in March in Newport Beach brought 500 or so high-powered sports executives to Orange County for a three-day meeting.

The aim: to raise the county's profile with prospective groups. Feedback from the organizers was positive, despite initial concern about attendance in California, versus New York.

Attendance at least equaled last year's New York numbers, and organizers indicated they'd be back. The Four Seasons hotel in Fashion Island sold out early and overflow attendees stayed at the Newport Beach Marriott.

* Southern California Tourism Safety & Security Conference

This annual event has grown in just five short years to be the largest conference of its kind in the U.S., surpassing attendance at older conferences in Las Vegas and Orlando, Fla. This year's confab was held in March in Anaheim.

Staged by the Southern California Tourism Safety & Security Association, a nonprofit made up of law enforcement, security and tourism workers, the conference drew a record 356 attendees who came to hear how they can work to make their destinations and venues safer for travelers.

Jim Abrams, president of the California Hotel and Lodging Association, gave the keynote address at the luncheon, speaking about the importance of visitors to the local economy.

"One international person visiting has the equivalent economic value of selling one computer in the same market," Abrams said. "One tour group has the same economic impact as selling a car."

* California Travel Market

The travel market attracted about 100 international and domestic tour buyers and trade press representatives who met with suppliers at a number of California attractions, including the Disneyland Resort, Knott's Berry Farm, San Diego's Sea World and visitor bureaus.

The event, a production of the 300-member California Travel Industry Association, was held at Disney's Grand Californian Hotel in April.

* Orange County Tourism Council's Service Excellence Awards

The Orange County Tourism Council each year recognizes concierge staff, wine stewards, bell staff, security staff, front desk and retail clerks and other frontline customer service personnel for their efforts in the service sector.

This year, about 400 workers were nominated in seven categories. The awards program, held at the Hyatt Regency Huntington Beach Resort & Spa in April, drew almost 600 attendees-the largest turnout in its sixyear history.

International Pow Wow

Staged by Washington, D.C.-based Travel Industry Association to lure business from international tour operators and travel agencies, the Pow Wow is the largest international travel trade show in the country.

More than 5,000 attendees convened in downtown Los Angeles in April to see what Los Angeles-and Southern California-have to offer.

Attendees didn't just stick to downtown, however. They took trips to coastal Orange County, Anaheim, San Diego, Anza Borrego State Park, Mammoth Lakes, Death Valley and San Francisco among other parts of the state.

Exhibitors included visitor bureaus from Anaheim, Buena Park, Costa Mesa and Newport Beach, as well as the Disneyland Resort.

"As European and Asian currencies strengthen against the dollar, we'll probably see more visitors (in Orange County) as a result of the L.A. Pow Wow," said Charles Ahlers, president of the Anaheim/Orange County Visitor & Convention Bureau.

Anaheim is set to host the International Pow Wow in 2007.

* Leisure Travel Summit

The Leisure Travel Summit is a new event for travel agents and suppliers set for June in Anaheim. A partnership of trade publications Travel Age West and Travel Weekly created the confab.

The two-day weekend conference at the Anaheim Convention Center is expected to draw 600 to 800 attendees, according to show director Peggy Overby. About 80% of the travel agents are expected to come from the West.

The event is produced by Lake Forestbased Michael J. Pierson & Associates, a travel industry event planning group. A second conference is slated for Chicago in October.

"Our goal for next year is to hold four or five of these as regional conferences throughout the country," Overby said.

* Guest Service Association's Summer Attraction Update & Trade Show Party

This show set for today in Anaheim seeks to showcase major Southern California attractions and acquaint hotel staff members with what's new.

Founded last year, the trade show anticipates about 750 people will attend the show at the Anaheim Convention Center.