CHLA Lodging News Nov/Dec 2018

www.calodging.com November/December 2018 5 SINCE OUR ORGANIZATION WAS FORMED, we have grown from a small social group of only 36 men and women to the most influential state lodging association in the country. We currently represent more than 1,800 members, which comprise approximately 175,000 guest rooms across California. This great accomplishment could not have happened without the ongoing hard work and dedication of each and every one of our members. As we mark this important milestone in our organization, we wanted to take the time to look back at how it all began, how we’ve grown and where we’re headed. Back in 1893, the organization known then as Southern California Hotel Association, began as a fraternal group for owners and operators to share ideas and socialize. Although it has transformed and grown exponentially since that time, this group laid the basic framework for representing the interests and goals of California’s lodging industry. In 1910, the American Hotel Association was founded to serve the needs of the lodging industry at the national level. The Southern California Hotel Association joined the national association that same year. The following year, as our industry grew, another organization was formed—the California State Hotel & Motel Association, which included the Northern California Hotel Association. Over the next decade, the industry continued its exponential growth. Many hotel members became frustrated, however, that the National Hotel Association was not putting enough effort into encouraging people locally and abroad to explore our great state and boost tourism across the country. So, in October 1919, the Northern California Hotel Association took matters into their own hands and passed a first-of-its-kind resolution petitioning President Woodrow Wilson and Congress to establish a department to educate and encourage people to travel in America through a publicity and advertising campaign seen across the country and around the world. This led to the now-famous “See America First” advertising campaign highlighting the scenic wonders, historical sites, parks, forests, National monuments and more across the country. The “See America First” campaign was just one of the many ways the original California hotel associations moved the industry The California Hotel & Lodging Association is proud to be celebrating 125 years of protecting the rights and interests of owners and operators across our state. California Hotel & Lodging Association Lynn Mohrfeld, President & CEO, CHLA 125 Years of the continues  