MICHAEL K. KROUSE, CHME, CASE

 

Regional Vice President, Convention Centers – ASM Global

 

Michael K. Krouse, CHME, CASE, is Regional Vice President for ASM Global. He is responsible for the oversight of 12 convention centers, 2 convention and visitor bureaus, 2 arenas, 3 performance theatres, 4 water parks, 1 sports complex, and a California Welcome Center. ASM Global is the world’s leading venue management and service company. The company’s elite venue network spans 5 continents, with a portfolio of more than 400 of the world’s most prestigious arenas, stadiums, convention and exhibition centers, and performing arts venues. From Aberdeen to Anchorage, and Sydney to Stockholm, its venues connect people through the unique power of live experiences.

 

President and CEO – GOCAL (Greater Ontario California Visitors Bureau), Toyota Arena, Ontario Convention Center, California Welcome Center

 

 

Mr. Krouse is President and CEO of GOCAL (Greater Ontario California), Ontario Convention Center, Toyota Arena, and the California Welcome Center at Ontario Mills where he directs business development, marketing and destination sales for conventions, meetings and events, national and international visitors plus the overall operations at the venues. GOCAL promotes the Greater Ontario region as a premier destination for meetings, conventions and tourism in Southern California, and to ensure the transparency, accountability and effectiveness of the Greater Ontario Tourism Marketing District, which was established under his leadership. GOCAL’s efforts produce more than $100M in annual economic impact for the region. Toyota Arena hosts 2M guests with 300 active days per year, and the Ontario Convention Center hosts 400 events per year and more than 1M guests.

 

 Prior to joining ASM Global, Mr. Krouse served as the Senior Vice President of Sales and Client Services for the Los Angeles Tourism and Convention Board (LATCB), where he was responsible for managing a number of departments including Meetings and Convention Sales, Client Services, Research, and Membership. Under his nine years of leadership, LATCB generated substantial annual gains of up to 318% in economic impact to Los Angeles, resulting in an overall net gain of $5.8B during his term.

 

Earlier in his career, Mr. Krouse spent more than 25 years in a variety of senior hotel sales management positions, where he was frequently charged with overseeing more than 22 hotels and multiple brands simultaneously. His customer service ratings soared consistently above 95%.  Key positions that he held during this time included Interstate Hotels and Resorts Vice-President of Sales and Marketing, and Hilton Hotels Corporation Vice President of Sales and Marketing for the West for more than 13 years.

 

Mr. Krouse is a Certified Association Sales Executive (CASE) with the Professional Convention Management Association (PCMA), and has earned the title of Certified Hospitality Marketing Executive (CHME) from the Hospitality Sales and Marketing Association International (HSMAI).

 

Mr. Krouse is also a member of the Professional Convention Management Association (PCMA), American Society of Association Executives (ASAE), Meeting Professionals International (MPI), and the Convention Industry Council (CIC). Currently, he serves on the Executive Committee as well as a PAC Trustee for the California Travel Association (CalTravel) and was honored to receive the CalTravel Advocacy Award in 2019. Mr. Krouse is on the Inland Empire Advisory Committee for Visit California and during Covid-19, he led the State of California Convention Center Coalition to advocate for the reopening of convention centers. Michael and his husband Daniel have been together for over 30 years and live in Rancho Mirage, California with their 3 Children; Adriana, 22, Alexis (Alex) 18, and Jayden, 16.