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FY2010 Annual Report Cobb Convention & Visitors Bureau


Building a Strong Tourism Industry HOW WE MAKE A DIFFERENCE

Chairman Don Geiger General Manager Courtyard Atlanta Cumberland Center

Cobb CVB Board of Directors Don Geiger, Chairman Jeff Drobney, Vice Chairman Ron Reinhold, Secretary Bob Weatherford, Treasurer Rich Vornhold, Legal Counsel Doug Chaffins Beth Lanser Al Martin Shawn McGee Jim Rhoden Lee Schulman Woody Thompson

Dear Partner and Friend, As the official destination marketing organization for Cobb County, the Cobb Convention & Visitors Bureau (CVB) works every day to bring visitors to our community. We believe in Cobb County and the many assets our community offers. Where else can you find the wonderful diversity of attractions, entertainment, dining, accommodations and venues but Cobb County? That’s why we say Opportunities Abound here. Looking back on the past 12 months allows us to see how far we have come in a relatively short period of time. We have been able to focus on our mission and core business principals as we begin to chart our course for the future. As we begin FY2011, the opportunities for the Cobb CVB are significant. In fact, the future possibilities and potential are exciting. We look forward to continuing to partner with you all to develop a destination that exceeds our customers’ expectations. Thank you for your continued investment, support and dedication to the Cobb CVB and our community. Sincerely, Don Geiger Cobb CVB Chairman


Results and IMPACT When visitors come to Cobb County, they bring “new money” to the economy. Visitors spend millions of dollars on purchases, including dining, lodging, entertainment, transportation and retail. This spending provides income for local businesses, jobs for Cobb residents and tax revenue. In fact, tourism is Cobb County’s second leading industry, representing a $1.25 billion economic impact and supporting more than 16,250 jobs. Directly or indirectly, tourism has an impact on nearly every business in our community. Representing our hospitality partners every day means that we are showcasing all that Cobb has to offer. We put your best foot forward, letting your unique qualities brightly shine.

Everywhere you look, tourism’s economic impact is undeniable. As Cobb County’s second leading industry at $1.25 billion, tourism supports more than 16,000 jobs.


Sales Sales

Being focused and flexible allows the Cobb CVB’s sales team to quickly and strategically advance lead opportunities to our hospitality partners. By getting to know each group and need individually, the CVB’s sales team connected visitors with the right hotels, venues and facilities. During 2010, the CVB conducted 21 individual site inspections for meeting planners, and our team showcased Cobb at 16 tradeshows. This year’s bookings included large conventions with more than 2,500 attendees to smaller meetings with 500 in attendance to lots of family reunions to sporting events with up to 10,000 attendees. The CVB also continued to strengthen our relationships with all of our strategic partners, including hotels, attractions and venues, further developing the synergy and energy among us all.

For more detail, check out the following: Significant Bookings Held in FY10 Significant Bookings Secured in FY10 Leads by Market Segments in FY10 Bookings by Market Segments in FY10


Marketing

We have taken advantage of co-op opportunities throughout all of our markets. Through these partnerships we were able to leverage our dollars on a 1 to 3 basis, better positioning the CVB’s assets. Together we can accomplish things that we can’t do alone. The CVB also capitalized on the accelerated use of social media, using Facebook and Twitter to keep people up-to-date on current happenings. We now have more than 1,000 Facebook fans and 500 Twitter followers. If you aren’t a fan, we encourage you to become one. We also facilitated area press tours for eight travel journalists, which resulted in over $50,000 in press coverage with still more to come.

The Cobb CVB is more focused than ever on its mission of increasing visitation and awareness of Cobb County and enhancing economic development.


Cobb County

Membership

restaurant week

Taste the good life. Sept. 11-18, 2010

We are proud of our members and appreciate their investment. In 2010, we made it a goal to provide our 198 members with even better customer service and resources – because your success is our success. The CVB partnered with our members to create a summer discount program. Our coupon books were given to more than 3,500 participants. Restaurant Week was a huge success. We had 32 participating restaurants, 128% of our goal of 25, and hundreds of individuals enjoyed the dining experience. One of the most exciting results is that from August 21-September 20 the CVB’s website traffic increased by 112%, and there were over 12,000 absolute unique visitors to the site.  We had more than 43,000 reaches via Twitter, and we added 175 new Facebook fans. But the highlight of Restaurant Week was adding an arts component for the first time, which allowed participants to enjoy a fabulous meal and a fantastic show.

“We appreciated this very creative, EXTRA exposure to all the promotional publicity the CCVB built around this campaign. It ALL helps our efforts towards consistent audience building… and we appreciate working with you as a partner!” -Dianne Butler, director of marketing and community relations, Atlanta Lyric Theatre

Three-Course Prix-Fixe Lunch and Dinner $20.10 For more information visit

www.cobbcountyrestaurantweek.com


Bold steps taken today will energize our industry and community for years to come.

Significance

THE BOTTOM LINE

All of our activities combine to create a community with more activity in all areas of hospitality and tourism which, in turn, increases economic impact for us all. Our results are seen throughout market segments, but the bottom line is that in FY10 we had 336 leads with 181 secured meetings, 105,375 booked room nights and an economic impact of more than $108 million. Significant numbers that resulted in significant visibility and significant opportunity for our community and partners.


Looking Ahead

FUTURE OPPORTUNITIES

Plans for FY11 are exciting. The Cobb CVB is embarking on a major research study of our community. It has been many years since research of this magnitude has been completed. We look forward to learning what attracts visitors to Cobb, what they think of us and what we can do to ensure that Cobb remains a premier destination. This research will be the basis of a new organizational action plan, as well as a catalyst for a new Cobb CVB brand and position. What does that mean? It means we are not only going to be working harder, but we also are going to be working smarter, for you and Cobb County.

The Cobb CVB has partnered with Market Street Services, a leading economic impact and community development firm, to create a research-informed Organizational Action Plan that will lead us into the future.


We believe in Cobb County, and we have a passion for our chosen profession and for the hospitality and tourism industry. We care about our work and about you, and we hope it shows. It is our pledge to represent our members and the tourism industry. We hope our enthusiasm is contagious and that you too can see that

Opportunities Abound.


THANK YOU TO OUR

Corporate Sponsors

Sports Council Sponsor Atlanta Galleria


2010 Annual Report