Executive Summary
Inside ACVB Overview Executive Summary Mission & Structure 2019-2020 Highlights Tourism Impact Audience Overview
C
ovid-19 has had a devastating impact on the travel industry. The Abilene Convention and Visitors Bureau began 2020 anticipating a record year with new venues added to the tourism product. We all looked forward to hosting more visitors with the opening of the Dodge Jones Youth Sports Center and Taylor Telecom Arena at the Expo Center.
2
3 4 5
When COVID-19 hit, the ACVB’s 2020 strategic plan soon became a recovery plan. Our focus shifted immediately to assisting local businesses and communicating safety first. The sales team kept in touch with meeting and event planners to reschedule business. To date, Abilene lost $12 million direct impact as 124 groups canceled.
Customer-Based Business Plan Leisure Marketing Visitor Sales
6 7
Meeting Planners 8 Sports 9 Convention Sales 10 Convention Services 11 Community 12 Organization 13 Board of Directors 14 Staff Competitive Analysis 15 Budget 16-20
The ACVB paused advertising in May and marketing efforts shifted as it became apparent when travelers were ready to travel, they would hit the road. Fortunately, the road trippers are a strong market for Abilene. As the destination marketing organization for the city, the ACVB and the travel industry plays a vital role in Abilene’s economy and quality of life. During a crisis, the ACVB is a valuable resource to many audiences—from local businesses, residents, and media to potential visitors, meeting planners and the travel trade. Now, more than ever, it is important to find new ways to tell our story. Thus, a new chapter begins in the Storybook Capital of America. v Nanci Liles Executive Director
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. The ACVB is funded by a portion of the city hotel occupancy tax collected from lodging guests. 1101 N. First Street v Abilene, Texas 79601 325-676-2556 v abilenevisitors.com
2
