The Century Boulevard corridor near Los Angeles International Airport is ripe for investment by the city, and a conference center in the area would likely enable nearby hotels to raise room rates—and city revenues, a Los Angeles tourism official said Wednesday.
"You could not invent a more productive place for the city to place its attention," said Michael Collins, the executive vice president of LA Inc., the city's convention and visitors bureau. "And a conference center may be the trigger that can allow for the infrastructure at the airport to (improve) so that rates can find themselves going higher. We're in the process of examining that right now."
Collins presented his report to the City Council's Trade, Commerce and Tourism Committee, which is looking for ways to improve the LAX area in response to hotel workers' pleas for better working conditions. Councilwoman Janice Hahn and Councilman Bill Rosendahl strongly endorsed the idea of a conference center, along with further studies.
"A conference center will add value and complement the overall L.A. mission of tourism," Rosendahl said.
Collins noted that hotels near LAX currently charge the lowest average room rates of any area in the city, and bring in the smallest profit per room.
One night at a typical Westside hotel costs visitors $220, he said. Downtown, the price is $120, while rooms near LAX cost only $82. However, 20 percent of the city's hotels are in the LAX area, and raising rates there could give a big boost to the city's bed-tax revenue, Collins said.
The push for improvements on the Century Corridor has been led in part by the Coalition for a New Century, an advocacy group composed of hotel workers and representatives of organized labor groups that are hoping to unionize the low-income maids, shuttle drivers, waiters and other employees of the area's hotels.
On Wednesday, more than 100 low-income hotel employees attended the council committee's meeting, and many spoke tearfully of their struggles with poverty, low wages and costly health insurance.
"We need the support of the council members so the hotels can give us better wages," said hotel worker Maria Gutierrez.
Hahn and Rosendahl expressed strong support for the workers, and called for labor experts to work with city officials to find ways to improve wages and benefits.
Marisol Cruz, a Lennox school board member who also belongs to the Coalition for a New Century, said she was encouraged.
"I feel very positive about the support of the council members," Cruz said. "They need to increase wages and benefits, and beautify Century. ... That should come with whatever package they pull together. If it doesn't, what's the point?"