96.5 F
San Fernando
Friday, Mar 29, 2024

Burbank Set to Step Into Spotlight

Burbank and its beautiful downtown is ready for its close up. The city, which had its ego bruised when “The Tonight Show” announced it was moving this year to New York, has launched a tourism campaign. The promotion, which dubs Burbank “the town behind the tinsel,” has unfolded in L.A. Magazine and Sunset Magazine trying to entice readers into a visit. Later this month, the city will launch a Visit Burbank website listing featured destinations, restaurants and hotels. The site will include a booking engine to facilitate hotel reservations. “It brings a common voice so that together we can promote tourism,” said Tom Whelan, general manager of the city’s Hotel Amarano and chairman of the Burbank Hospitality Association. “It just seemed like Burbank needed some exposure.” The campaign is being funded by the association, a newly formed tourism business improvement district that was established in 2011 before the announced departure of “The Tonight Show” from Burbank. The district includes 15 hotels with 25 or more rooms, and is funded by a 1 percent bed tax that is expected to generate $520,000 annually for the campaign. The campaign is starting regionally but eventually the association wants to take it national. Attractions featured include Magnolia Park, a shopping district with used clothing boutiques, and Warner Bros. VIP Tours. The tours offer a behind-the-scenes look at movie production and already attract hundreds of thousands of tourists. “We are where Hollywood gets its work done,” said Mary Hamzoian, Burbank’s economic development manager and a member of the association’s board, which includes representatives from Bob Hope Airport and Warner Bros. – Megan Diskin

Featured Articles

Related Articles