VENICE – Many websites boast comprehensive guides to cities for first-time tourists, but few dive into the hidden gems that make up the character of a place, nor do they provide physical copies. However, LOST iN has just launched the first of a new generation of guidebooks from the local perspective, starting with Venice Beach.
In June, founder and former CEO of Jukin Media Jon Skogmo acquired LOST iN, a 10-year-old brand transforming the travel experience through guidebooks. Skogmo was drawn to the company because of its audience; having already developed an interest in the travel media space, he felt that people who prioritized travel were underserved. “We love the IP, we love the content and editorial, and we really felt like it was a great opportunity to build [LOST iN] into a multi-platform media company,” says Skogmo. His team is continuing their video-first strategy with the brand, which he believes will not only bring more viewers and readers, but will also give the books new life.
The inaugural guidebook of the new “Neighborhoods” collection is LOST iN Venice Beach. Featuring interviews with local business owners, stories about the Venice community, beautiful photography, and a curated “Top Five” list of restaurants and shopping, the book reveals hidden gems rather than recommending common tourist attractions like the Boardwalk. Although the target audience is travelers – rather than tourists – anyone can benefit from the guidebook. “It’s really about something the locals would do, and what the locals would be proud of,” comments Skogmo. So if you’re looking for a first-timer’s guide to the most famous Venice Beach spots, this isn’t for you. However, if you’ve already seen the popular spots and are ready to explore the city like a local, you’ll want these recommendations.
LOST iN is very conscious of how over-tourism can harm an area. “Even though we put a spotlight on certain places, we have such a respectable audience. They’re going to respect a place we highlight,” says Skogmo. All of the recommendations in the book come from locals themselves, the network of which came from the brand’s well-established presence across the globe. In fact, the company’s headquarters are located in Venice, and Skogmo has lived there for many years. “A lot of communities suffered after COVID, and I think a lot of people moved out,” he says, “I’m happy to make Venice Beach a destination neighborhood.”
In the future, LOST iN plans to incorporate more video elements into the brand, with hopes to include original programming and expand to other platforms. Community remains at the center of everything they do, and providing authentic representations of the neighborhoods they write about is of great importance. Fans “treat these books like collectors items, and they’re proud to put them on their coffee table.” Skogmo hopes to continue that trend with their “Neighborhoods” collection. Starting with Venice Beach was a no-brainer; the city is “back and better than ever, and I’m excited to see the energy [revived] in this neighborhood,” says Skogmo.
LOST iN Venice Beach is available to purchase here.