March 24, 2023 Breaking News, Latest News, and Videos

American Film Market In Santa Monica Approaches; Loews Santa Monica Prepares: Thousands Expected Each Day From November 2 To 9

Loews Santa Monica Hotel checked-out its final overnight guests at noon on Friday in preparation for the American Film Market (AFM), which swings into full gear next Wednesday, Nov. 2 through Nov. 9.

The AFM is the world’s largest film market that features more than 8,000 industry professionals who converge in Santa Monica for eight days of deal-making, screenings, seminars, premieres, networking, and parties.

Loews Santa Monica Hotel becomes the headquarters for AFM with more than 300 exhibitors who hold meetings in converted hotel rooms about film financing, production, marketing, distribution, and pitching.

During AFM is also its Conference Series, a five-day conference program covering topics spanning from treatment to screen and featuring the industry’s global thought leaders, decision makers and experts, and 14 intimate, interactive and informative Industry Conversations led by visionaries, trendsetters, and experts.

The Mirror was on hand Friday to watch as the last of more than 500 mattresses and box springs from the hotel’s 342 rooms were loaded into trucks to be stored at a warehouse in Gardena to make space for the temporary offices at the hotel.

Office rental furniture and equipment as well as audio visual equipment will arrive today and tomorrow at the hotel located at 1700 Ocean Avenue.

Paul Leclerc, Loews Santa Monica Hotel Managing Director, said the hotel began to slowly shut down its normal operations with its lower levels closing down first so mattresses and box springs could be removed. Mattresses and box springs from the final floors — seven and eight — were removed yesterday afternoon after the hotel’s final overnight guests checked out at noon.

“It’s a very unique situation for us,” Leclerc said. “We are typically a 24/7 operation, but we become completely fractured in terms of the ways we typically operate. All of the action will be from 6 a.m. to 7 a.m. in the morning until 6 p.m. or 7 p.m. at night when the final exhibitors leave the hotel for the day, then we become completely empty.”

Leclerc said exhibitors would begin to arrive at their converted office rooms on Monday and Tuesday to set-up.

Dave Romano, Loews Santa Monica Hotel Director of Catering and Conference Management, said only the beds were removed for the AFM exhibitors.

“One of the misconceptions is they think we take out all the furniture, but we just remove the beds,” Romano said. “Everything else in the room remains.”

He said all of the office rentals and equipment for each room is ordered months in advance by each individual exhibitor.

“With us, they’ve also ordered internet and electrical services because a lot of them are bringing in lights and other things that aren’t traditionally in the room,” he said. “We have to make sure we have enough electrical capacity to handle it. They’re required to tell us in advance what they’re bringing and how much power will be consumed. This weekend, our engineers are also going through all the rooms and adding power to make sure it’s all in place for them.”

It is estimated that 4000 to 6000 people will flow through the hotel each day of AFM.

When the conference ends at 5 p.m. on Wednesday Nov. 9, there is a quick turnaround so the hotel can begin to accept hotel guests again, Romano said.

“At 2 a.m. on that Thursday morning after the event we start to remove trash and put the beds back in,” Romano said. “We hope to sell 60 to 70 rooms on that Thursday night, but we won’t be a full operating hotel until Sunday Nov. 12.”

Next year is the final year in the contract between Loews Santa Monica Hotel and AFM to be the host venue of the annual event.

Leclerc said he hoped Loews would continue to host the event, but talks with AFM organizers are still ongoing and no final decision is expected until after this year’s AFM.

“We absolutely are intensely focused on delivering the exception experience for the client and the partners so that we continue to keep this market alive and well in the Santa Monica economy and community,” Leclerc said.

“We want to continue to see them stay in Santa Monica.”

For more information on the American Film Market in Santa Monica, visit American Film Market.

in News
Related Posts

California Appeals Court Rules Uber and Lyft Can Classify Drivers as Independent Contractors

March 24, 2023

March 24, 2023

Proposition 22 exempted ride-share companies from certain labor laws, court rules in favor of the companies By Sam Catanzaro ​​A...

Film Review – Operation Fortune: Ruse de Guerre

March 24, 2023

March 24, 2023

FILM REVIEWOPERATION FORTUNE: Ruse de GuerreRated R114 MinutesReleased March 3rd Now that the season of weighty Oscar contender films is...

Santa Monica Uses Innovative Water Recycling Facility to Capture and Store Rainwater

March 23, 2023

March 23, 2023

City’s Sustainable Water Infrastructure Project reducing reliance on imported water and sets a model for future projects Santa Monica has...

Shuttered Santa Monica Loews Hotel to Rebrand and Reopen as a Regent Hotel

March 23, 2023

March 23, 2023

Hotel’s new operator announces plans for $4 million renovation, including rebranding and upgrading accessibility for guests with disabilities By Dolores...

Three Arrested for Identity Theft, Possession of Stolen Property, and Grand Theft in Santa Monica

March 23, 2023

March 23, 2023

Suspects found with over 20 stolen cellphones, credit cards, and identification Three individuals were arrested in Santa Monica for identity...

Proposal for Improved Communication With Street Vendors Sparks Contentious Debate in City Council Meeting

March 23, 2023

March 23, 2023

Councilmembers divided over proposal calling for City Manager to engage in meaningful consultation with authorized vendors regarding sidewalk vending policies...

Former Bank Building in Santa Monica Becomes a Food Destination with Addition of Katsu Bar

March 23, 2023

March 23, 2023

Katsu Bar joins Paderia and Oakberry in the transformation of the 3032 Wilshire building By Dolores Quintana Katsu Bar has...

Survey: Should Officials Remove Barriers to Outdoor Dining?

March 23, 2023

March 23, 2023

The COVID-19 pandemic drastically changed the way we live our lives, and one of the most significant impacts has been...

Gasolina Cafe Owner, Sandra Cordero, to Open New Tapas Bar in Santa Monica

March 23, 2023

March 23, 2023

Tapas bar expected to open late spring in former Heroic Italian space at 516 Santa Monica Boulevard  Sandra Cordero, the...

California’s AB 1217 Could Supersede Costly Outdoor Dining Permits Proposed by Municipalities

March 22, 2023

March 22, 2023

Legislation would preempt local ordinances and preserve regulatory flexibility for struggling neighborhood restaurants By Sam Catanzaro A new bill proposed...

Emerging Artist Jesse Liu Opens First-Ever Exhibition in Venice Gallery

March 22, 2023

March 22, 2023

“Spring Fever” currently on display at Yiwei Gallery By Keemia Zhang Local artist Jesse Liu has opened her first solo...

Santa Monica Place Invites LGBTQIA+ Artisans to Apply for Made With PRIDE Marketplace

March 21, 2023

March 21, 2023

Partnering with Streetlet, the marketplace will take place each weekend in June and showcase local goods made in Southern California....

Santa Monica Councilmember Phil Brock Appointed to National League of Cities Council on Youth, Education, and Families

March 21, 2023

March 21, 2023

Brock to collaborate with group of local leaders to develop and guide programs for communities across the country Santa Monica...

Santa Monica Receives $70,000 Donation From Kiwanis Charities for Scoreboards in Two Parks

March 21, 2023

March 21, 2023

Donation will fund the installation of new scoreboards at Historic Belmar Park and Los Amigos Park The Santa Monica City...

Should Santa Monica Close the Airport?

March 21, 2023

March 21, 2023

Santa Monica City Council recently voted to begin the process of closing Santa Monica Municipal Airport. The decision was kick-started...