G S C V B
M I S S I O N
The Greater Springfield Convention and Visitors Bureau will collaboratively lead promotion and development for Western
ANNUAL REPOR T
Massachusetts as a compelling visitor destination to drive economic vitality and enhance quality of life in our communities. G S C V B
V I S I O N
Western Mass will be an engaging must-see experience in every visit to New England.
The 2021 Recovery Plan for the GSCVB The GSCVB Board established an ad hoc Strategic Planning Committee, chaired by Shardool Parmar, in early 2021. With multiple meetings taking place via Zoom, the GSCVB Strategic Planning Committee suggested a different approach instead of delivering the traditional 3-5 year Strategic Plan. The group discussed the need for a shorter-term strategy that was more time sensitive and clearly and simply identifies the GSCVB’s top four priorities. Focusing on achieving all four of these goals over the next 12-18 months will focus the GSCVB to address immediate needs for the recovery of the destination’s economy and its businesses. Indeed, realizing the following immediate goals will be critical in setting Western Mass up for success as the global crisis comes to an end and travel is restored.
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GSCVB TOP Priorities
F Y 2 1 B U R E AU F I N A N C I A L S REVENUE
Realize and Maximize the Formation of the Tourism Destination Marketing District (TDMD)
Identify ways in which the GSCVB could enhance the short and long-term sales and marketing of the Convention Center at the MassMutual Center
Develop opportunities for greater Board and Member engagement to inspire destination-wide support of the GSCVB as a Community
EXPENSES
Continue to emphasize Leisure Travel and Sports Event Sales and Marketing to drive recovery in Visitor Spending
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The Bureau Board of Directors:
Working for You! BOARD DEVELOPMENT
An integral part of the GSCVB Strategic Plan included Board Development. This committee, led by Gene Cassidy, is charged with the education of board members; encouraging participation and diversity, equity and inclusion efforts.
MARKETING
Led by Nate Costa, this committee coordinates marketing efforts across the entire Western Mass region fostering communication and collaboration.
FINANCE
Glen Welch chairs this committee tasked with oversight for all Bureau finances.
LEGISLATIVE AFFAIRS
Peter Rosskothen leads this group which sets annual legislative priorities for the Bureau and the businesses represented by the GSCVB.
Michael Hurwitz oversees this committee which plans and executes the annual Howdy Awards for Hospitality Excellence.
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L E G I S L A T I V E A F FA I R S H I G H L I G H T S TDMD legislation passes! In January, the GSCVB celebrated the passage of the state’s economic development bill which included enabling legislation for the creation of Tourism Destination Marketing Districts (TDMDs) in Massachusetts. The GSCVB spearheaded this statewide initiative which allows for an additional guest assessment to be collected and used for marketing and increasing room nights in a specific geographic area with hotel owner support. The Bureau is currently in the process of forming the first Western Mass TDMD.
Lobbying for our Members In FY21, the GSCVB hosted virtual meetings with key elected leaders including Congressman Richard E. Neal, House Leader Joseph Wagner and Senate Chairman Eric Lesser. In addition to providing regional tourism industry updates, members of the Legislative Affairs Committee advocated for additional restaurant relief, passage of the Save Hotel Jobs Act and CARES Act federal funding for the Bureau for marketing Western Mass.
Bureau Granted Vital State Support A $250K state budget earmark, sponsored by Senator Eric Lesser, and supported by the Western Mass legislative delegation, was instrumental in supporting the Bureau’s recovery marketing plan.
CONVENTION SALES Top 10 Prospects The GSCVB and MassMutual Center worked together to identify groups that would use multiple hotels in and beyond Springfield and fit the region’s need period. Ten VIP groups were identified in FY21 and targeted with special mailings and invitations to virtual events. These 10 VIP meeting planners have the greatest potential to bring ‘bulls-eye’ pieces of business to Western Mass and will continue to be pursued aggressively while our team also focuses on the larger meeting planner database.
Simpleview The GSCVB has launched a new Simpleview CRM system to automate sales, marketing and membership efforts. In FY21, GSCVB hotel partners were trained on the system which allows them to respond to leads and report room pick up.
Experiential Site Tours The GSCVB and the MassMutual Center offered a number of virtual site visits in FY21. Meeting planners from our own database in addition to USAE members, were invited to three Attendee Experience events to focus on the key visitor assets that are sure heighten the interest of meeting attendees and assist meeting planners in booking conventions in Western Mass. These virtual sites featured our one-of-a-kind attractions the Amazing World of Dr. Seuss Museum, Naismith Memorial Basketball Hall of Fame and MGM Springfield.
STR Data Hampden County hotel occupancy has been steadily increasing over the course of FY21, starting in March and hitting pre pandemic levels in June.
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MARKETING TEAM SPRINGFIELD
Working collaboratively to promote Western Mass for leisure and convention business, Team Springfield is comprised of marketing and sales professionals from the GSCVB, MassMutual Center and MGM Springfield.
EARMARK BUDGET
A much-need state budget earmark allowed for year-round Western Mass brand promotion in key feeder markets. This $250,000 earmark was presented to the GSCVB to fund ongoing marketing during the height of the COVID-19 pandemic.
HOLIDAY CAMPAIGN
The Bureau led with Bright Nights at Forest Park, Holiday in the Park and other holiday attractions to get visitors into Western Mass during November & December.
EXPLORE MORE
AUTHENTICALLY WESTERN MASS
Funded by a MOTT Tourism Recovery Grant and a collaboration with the Springfield Regional Chamber, the goal for this project was to shine a light on and drive traffic to the diverse local neighborhood attractions, restaurants, retailers and other businesses that make Western Mass special. A series of four videos were commissioned in conjunction with the Economic Development Offices in each of the following gateway cities – Springfield, Chicopee, Holyoke and Westfield. Video stories for each community were placed on a landing page and promoted using social media ads and the #MyLocalMA.
EXPEDIA
The GSCVB once again relied on Expedia to bolster overnight stays in Western Mass. This May/June program with an investment of $20K resulted in an 18:1 ROI, over 2000 room nights and $343.9K in gross bookings.
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GUIDE COLLABORATION
The GSCVB and Franklin County Chamber collaborated on one Visitors Guide for Western Mass. A digital version is being promoted all year and 75K print copies were distributed in key feeder markets.
ROAD TRIP BLOGS
To capitalize on visitors from regional drive-markets, the GSCVB launched a series of Road Trip Blogs totaling 32 over the course of FY21.
30 IN 30 GC PROGRAM
What began during the COVID-19 shut-down continued through the beginning of FY21 with the GSCVB supporting restaurant member with the 30 Gift Cards in 30 Days program.
SOCIAL MEDIA ADS
During FY21, Explore Western Mass Facebook followers grew by 44% and Instagram grew by 13% as the result of a strong social media ad program bolstered by Winning Wednesday member giveaways.
ARRIVALIST
Follow
The MA Office of Travel & Tourism has provided the RTCs with new cell phone data from Arrivalist. This data gives us the ability to track visitors from 50 miles away or more who travel to our region for at least 2 hours. Using this data, the GSCVB has been able to make adjustments to the marketing plan to better target feeder markets and appropriate visitor demographics. Springfield ranked 4th statewide for tourism visitation in FY21!
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FY2021 OFFICERS
BOARD OF DIRECTORS
CHAIR Kay Simpson
Yankee Candle Village
Wade Bassett* Abe Berry
( Executive Committee* )
Stacey Gravanis Sheraton Springfield Monarch Place Hotel
MGM Springfield
Michael Kane
Peter Carmichael*
Laurie McDonald
Nate Costa
Brenda McGiverin*
Freedom Credit Union
Christopher Crean
Shardool Parmar
CLERK David Griffin, Jr.
David Desmarais
Springfield Museums
VICE CHAIR Eugene Cassidy
Eastern States Exposition
TREASURER Glenn Welch
Six Flags New England
Springfield Thunderbirds Peter Pan Bus Lines
Dowd Insurance
Aladco Linen Company
COMPLIANCE OFFICER Michael Hurwitz
Sean Dolan
Uno Chicago Grill
MassMutual Center
Kelly Fellner
Springfield Armory National Historic Site
Anthony Frasco* Quality Beverage
Deerfield Inn
WWLP TV22
Pioneer Valley Hotel Group
Dinesh Patel DGP Properties
Hershel Patel* BK Investments Hotel Group
Remo Pizzichemi* Welcome Group
Jamie Przypek
Michele Goldberg
Alicia Szenda
Lisa Wordsworth
Vice President of Sales
visitma.com
Peter Rosskothen The Log Cabin/Delaney House/D.Hotel
Christina Royal
Holyoke Community College
Sandra Sheehan Pioneer Valley Transit Authority
Tim Sheehan City of Springfield
Alisa Sisic
Bradley International Airport
Peter Wirth Mercedes Benz of Springfield
Edison Yee
Bean Restaurant Group
Aladco Linen Services Performance Foodservice LaQuinta Inn & Suites by Wyndham Freedom Credit Union Log Cabin/Delaney House/ D. Hotel & Suites Uno Pizzeria & Grill WWLP 22-News IHeart Media Springfield
Mary Kay Wydra President
Performance Foodservice
Three County Fairground
MCCA MGM Springfield Yankee Candle Village Eastern States Exposition Springfield Museums Sheraton Springfield Monarch Place Hotel Naismith Memorial Basketball Hall of Fame Marriott Springfield Downtown
GREATER SPRINGFIELD CONVENTION & VISITORS BUREAU STAFF
Joe Reardon
Vice President of Marketing
Accountant