Jonathan Wolf is managing director with the American Film Market in Los Angeles.

Tell us about the event.

The American Film Market (AFM) is the world’s largest motion picture business event. Over 7,000 industry leaders from more than 80 converge in Santa Monica for eight days of deal-making, screenings, conferences, networking and parties.

[Case Study: Santa Monica CVB | American Film Market (AFM)]

The AFM is a marketplace with over 200,000 square feet of exhibition space. The Loews Santa Monica Beach Hotel, the center of the AFM, closes for two weeks. All of the beds and much of the furniture is removed, converting the property into offices, booths and business suites.

AFM also utilizes all 29 theaters in Santa Monica for more than 500 screenings of 300-plus films—29 new films every two hours. AFM Conferences and Workshops are held in nearby hotels, and networking events are held nightly at the historic Merry-Go-Round on the Santa Monica Pier.

What did the destination do, in particular, to show off the local flavor of the destination, and were attendees receptive?

AFM’s 8,000 participants, traveling from more than 80 countries, always look forward to their annual trip to Santa Monica with its great shopping, restaurants and pubs, the historic pier, perfect weather and iconic views.

What was the most popular feature of the meeting with attendees?

There isn’t one thing. It’s everything!

Do you find your attendees desire more-authentic destination experiences than in the past?

The AFM has been in Santa Monica since 1991 and we have no plans to go anywhere else.