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No Cash for Valley-centric Tourism. Like Ohmygod, Ok!

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Attracting tourists to Los Angeles has never generally been a problem. The appeal of eternal sunshine, movie star sightings, and well-documented destinations means folks come here without much enticement besides a copy of US Weekly and a dream.

Of course, parts of the city have more stigma than widespread appeal for out-of-towners, including the much-maligned San Fernando Valley (see: Clueless, Swingers, et al). So a couple of years ago Mayor Villaraigosa said he'd "find $1.8 million in city funds to bring more tourists to the San Fernando Valley" reports the Daily News. Only, well, the SFV has yet to see a red cent.

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Thanks to a city-level budget crisis--try "a $406 million budget shortfall that is the largest in Los Angeles history" on for size--the funds just don't exist, or are being allocated elsewhere. People like City Councilmember Wendy Greuel see an immediate corrolation between cash for the Valley and profits for the city at large, but LA Inc, the group in charge of marketing LA, have yet to devote funds specifically to the Valley.

Although there are some destinations in the Valley, or that are "Valley-adjacent," such as Universal Studios and Citywalk, as well as shopping meccas (though none more unique than any found elsewhere), it seems as if marketing the Valley as a travel destination to the recreational tourist might be an uphill battle. The bread-and-butter of tourism is often in conventions and meetings, many of which do take place in Valley hotels and business complexes, but might lack the appeal of the same such event taking place "steps from Rodeo drive" or near the beaches.

Further hampering the allure of the Valley to outsiders might be its obvious drawbacks; although the saying goes "everything is 20 minutes from everywhere" in Los Angeles, that person evidently never tried to cross over Coldwater Canyon at 5:00 in the evening. Add a less-than-desirable public transit system, a daunting web of freeways on which to take your rental car, and temperatures higher than the rest of the city and you've got a marketing conundrum. Is it any wonder the budget is sending the funds elsewhere?