Universal Studios Hollywood has added two executives to its sales and marketing departments in order to boost attendance at the park through a number of new programs that will be launched this year. Bryan O’Connell, as vice president, sales, will develop new strategies for international and domestic sales, with a particular focus on sales to the travel industry and regional markets. O’Connell worked in the travel and sales industry for 16 years. For the last five years, he worked as vice president and general manager for Coach USA Southern California, overseeing the company’s sightseeing group tours and other divisions. Amy Cox, who has worked in senior marketing positions for companies like Capital Records/EMI Music, Mattel Inc. and Twentieth Century Fox, takes the position of vice president, partnership marketing and promotions. Cox will be looking at the parks existing arrangements with companies like Coca-Cola, Volkswagen and others to drive up gate attendance. Starting this summer, for example, the park will be stepping up its relationship with the Los Angeles Dodgers. “We’re a premier sponsor of the Dodgers this summer,” said Cox. “We’ve worked with them in the past, but this year we’re working at a much higher level. We’re going to be featured on the LED board, on the outfield wall, and we may do ticket giveaways and special event nights.” The idea, Cox said, is to attract locals as well as visitors to the region looking to pack their vacation. ‘The same demographic that goes to Dodger games goes to theme parks,” said Cox. Cox acknowledged the theme park attendance is often influenced by events beyond the park’s control, like regional and national economic performance and weather patterns. “We’re basically a retail business, and economic factors weigh on our results,” she said. To combat the unpredictable manner in which people may often plan trips to Universal, Cox said the company deliberately chose to launch a partnership with Subway restaurants offering customer coupons redeemable for $10 off admission in February. The campaign, she said, will hopefully drive up attendance and interest from Southern California residents incrementally.