By Peter Hurme
No matter the size and dynamic of any given U.S. seaport, the one fact that crosses all boundaries is that trade is the one necessity to a port's existence. Granted, some ports have evolved into varying primary roles, such as being commercial real estate developers and landlords, but by and large, cargo needs to be crossing the docks.
Where the cargo goes next and with what cost and speed efficiency are certainly important facets in how a seaport markets its wares, but first comes attracting the business.
There are so many details, large and small, that go into a port's marketing package. Aside from Federal legislative issues, what happens at the regional level is crucial.
Ocean carriers and their customers are simply looking for the right gateway to match the needs of various trade demands, and ports end up relying on a mix of internal commerce departments and/or the involvement of surrounding cities, counties and states for getting goods to move through their respective terminals.
At the Port of Los Angeles, some of the biggest draws to international trade are multiple terminal/intermodal systems which are expanding to handle heavy volumes (particularly inbound), plus the added allure of a huge domestic cargo base.
Los Angeles appears to have the sort of trade infrastructure that a modern container port needs, which includes a full-service marketing department that is connected to a network of overseas representatives.
Several other larger ports have reasonably similar systems, but Larry Keller, the Port of Los Angeles' executive director, told Marine Digest there's more to it than that.
He said one of the port's trade support systems is one that the port and the city set up, called the World Trade Association. The WTA runs offices of international trade in downtown Los Angeles and in nearby San Fernando.
"They hold seminars and answer all sorts of questions for current or prospective customers, like helping with customs laws," he said.
"There's an important trade development here - it's a marriage. They also work with the state on exports. The state has several overseas offices too."
Keller also mentioned the city's chamber of commerce. "They're very engaged in issues like PNTR (Permanent Normal Trade Relations with China) and the WTO."
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