Executive Summary
Inside ACVB Overview Executive Summary Mission & Structure 2020-21 Highlights Tourism Impact Audience Overview
he past year was incredibly challenging. We all witnessed the power of travel as the industry came to a halt. The ACVB cancelled 216 groups because of COVID-19, resulting in a $17 million loss to the local economy. During a crisis, the ACVB is a valuable resource to many audiences—from local businesses, residents, and media to potential visitors, meeting, and event planners.
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Customer-Based Business Plan Leisure Marketing Visitor Sales
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Meeting Planners 8 Sports 8 Convention Sales 9 Convention Services 10 Community 11 Organization 12 Board of Directors 13 Staff Competitive Analysis 14 Budget 15-20
I am happy to report that chapter has closed. Abilene is in full recovery as hotel revenue returns to 2019 levels. Folks are traveling, conventions and events are resuming, and the once bustling activity has returned. Nanci Liles Executive Director
Two of Abilene’s stars shined big and bright. The Dodge Jones Youth Sports Center and Expo Center’s expanded facilities brought new business to the city at a time when it needed it most.
This strategic plan focuses on accountability, collaborative partnerships, and targeted marketing. With positive movement on a downtown convention hotel, the ACVB is poised to bring business to Abilene by building awareness of the new infrastructure and booking new group business. As the official accredited destination marketing organization for the city, the ACVB has played a vital role in Abilene’s economy and quality of life for 51 years. The past year brought changes to the organization when three pivotal employees retired, but the team is rebuilt, re-energized, and recharged. A new chapter begins in the Storybook Capital, and it is filled with hope and positive synergy.v
Vision
Abilene will be the destination of choice for travelers seeking an authentic Texas cultural, heritage and hospitality experience.
Mission
The Abilene Convention & Visitors Bureau grows business and improves the quality of life in Abilene by marketing the city as a destination of choice for group and leisure visitors. The Abilene Convention & Visitors Bureau is an affiliate of the Abilene Chamber of Commerce and the destination marketing organization (DMO) for the City of Abilene. It is funded by a portion of the city hotel occupancy tax collected from lodging guests. 2
