It’s a typical high-octane day in The City of Angels. After studio sessions of rapping with Jermaine Dupri, singing back up for Janet Jackson and laying down tracks with Nelly, it’s time for a stroll along the GRAMMY Museum’s Red Carpet.
We gawk at Chris Martin’s Sgt. Pepper-style garb from Coldplay’s Viva La Vida tour and Katy Perry’s fruit dress from her I Kissed a Girl performance at the 51st GRAMMY ceremony in 2009. Then there’s that showstopper simply known as “The Dress”–the exotic green Versace number with plunging neckline that J Lo barely wore in 2000.
Music industry hoopla is regally presented for memorable meetings at this 30,000-sf shrine within L.A. Live–Downtown Los Angeles’ 5.6 million-sf megawatt entertainment and sports district. Rolling out in blockbuster phases over the past decade, the $2.5 billion “live content campus” adds vibrant garnish to the neighborhood, which is home to the 770,000-sf Los Angeles Convention Center.
We’re never simply spectators in the 4-level museum, retreating to private pods with touch screens for our individual sessions with Jackson, Dupri and other artists. That’s the wow factor resonating with meeting planners, according to museum director Robert Santelli. “Groups can work as teams to create a special relationship with the music through our multimedia and interactive aspects.”
“We’ve made the GRAMMY Museum an L.A. Live point of entrance where attendees take a private docent tour, then get into the music making process,” says Dani-Lee Landa with 360 Destination Group dmc. “It’s also a great venue for scavenger hunts since it’s so diverse and engaging.”
For receptions there’s the 25-pax lobby, 200-seat Clive Davis Theater and 8,100-sf Target Terrace outdoor mezzanine handling 350 attendees with views of the LA skyline and iconic Hollywood sign. As with all L.A. Live venues that aren’t private restaurants, catering is handled exclusively by Wolfgang Puck.
A ROCKIN’ RENAISSANCE
L.A. Live’s grand opening bash in December 2008 reflected the glitz and glamour once reserved for Hollywood premieres. To no surprise, the venue often draws that same star power on any given night.
This complex encompasses Nokia Theater, STAPLES Center, a 100,000-sf special events deck, a flurry of eateries, and a 1,001-room convention headquarters hotel that combines JW Marriott Los Angeles L.A. LIVE and The Ritz-Carlton, Los Angeles in a single 54-story tower.
Michael Krouse, senior vp of meetings and sales with LA Inc., the city’s CVB, notes that LA is marketed as five unique regions, with L.A. Live as part of the Downtown district.
“Planners can utilize a convention center, stage a big name concert at Nokia, get great NBA seats at STAPLES, have dinner functions at L.A. Live restaurants, and have attendees stay at JW Marriott and The Ritz-Carlton,” says Krouse. “Nowhere else in this city can you go to one place that has all this happening.”