Abilene Convention & Visitors Bureau
2024 RECAP
This year, "momentum" was more than just a theme—it was a reality that defined Abilene's achievements. Our community became the talk of the Midwest, with accolades and recognitions flowing in to celebrate our shared successes. We didn’t just maintain our progress; we amplified it, achieving remarkable results that set the stage for an even brighter future.
In this report, we shine a spotlight on four key areas of our marketing success:
Earned – Media coverage, blogger features, and influencer collaborations
Owned – Website optimization, blog development, and inhouse content creation
Shared – Social media engagement, word-of-mouth promotion, and referrals
Paid – Strategic advertising campaigns that expanded our reach
We also highlight exciting new and ongoing projects, key partnerships, visitation trends, and the undeniable economic impact of tourism in Abilene.
As we reflect on a year defined by extraordinary momentum, we look ahead to 2025 with optimism and determination. The journey has been incredible, and the best is still to come.
2024
SUMMARY
Big Wins, Big Projects, and Bigger Momentum!
Awards and Recognitions
Top 10 True Western Town of the Year – True West Magazine
#3 Best Historic Small Town – USA TODAY
Best Promotion of a Historic Place – True West Magazine
Best Collaboration – Kansas Gunsmoke Trail (Travel Industry Association of Kansas Marketing Awards)
Best Community Awareness Campaign – World’s Largest “I Like Ike” Button (Travel Industry Association of Kansas Marketing Awards)
Notable Projects and Campaigns
Kansas Gunsmoke Trail Digital Passport – Connecting travelers to authentic Wild West experiences.
“See Abilene” Exhibit – Showcasing the charm of Abilene to visitors.
Love Abilene Campaign Launch – Celebrating what makes Abilene a great place to visit... and live!
World’s Largest “I Like Ike” Button – A new iconic landmark in downtown Abilene.
Abilene Celebrates America 250! Mural – Kansas’ first America 250 mural!
Photo Library Enhancement – Expanding high-quality visual assets for marketing and storytelling.
Sunflower Summer Promotion – Engaging families through state-supported travel programs.
New Holiday Inn Express – Elevating accommodations to meet demand.
PROMOTION EARNED
The Abilene Convention & Visitors Bureau maximizes earned media by fostering strong relationships with media outlets, responding promptly to inquiries, and maintaining an active presence with journalists. These efforts ensure Abilene remains in the spotlight as a premier destination.
Explore our featured stories at AbileneKansas.org/news
Top 10 True Western Town of the Year by True West Magazine
#3 Best Historic Small Town by USA TODAY
Best Promotion of a Historic Place by True West Magazine
PROMOTION EARNED
Television
The Abilene Convention & Visitors Bureau collaborated with Kansas television stations by sharing compelling stories, captivating photos, and engaging videos, keeping Abilene in the public eye.
Radio
The CVB distributed press releases to local radio stations for onair features, social media promotion, and e-newsletter highlights. Additionally, we participated in several radio and podcast interviews, broadening our reach and deepening connections with listeners.
Newspaper
By partnering with area newspapers, the CVB showcased Abilene through press releases, feature stories, event calendars, and striking photography. These efforts reached a wide readership and strengthened Abilene’s visibility as a must-visit destination.
PROMOTION PAID
The Abilene Convention & Visitors Bureau strategically invests in paid media to maximize reach despite rising advertising costs.
2024 Ad Purchases
Kansas Travel Guide (Back Cover)
350,000 copies distributed annually at rest stops, visitor centers, events, and online via TravelKS.com. Includes 32 Abilene attraction listings.
True West Magazine – Engaging Western heritage enthusiasts. Travel Kansas – Targeting travelers exploring Kansas destinations.
KANSAS! Magazine – Showcasing the state’s best through visuals and stories.
Abilene Event Ads
Promoted key events: Eisenhower Marathon, Downtown Antique Fest, Oktoberfest, and Cowtown Christmas through print, digital, and radio formats.
These carefully chosen investments spotlight Abilene’s appeal while maintaining budget efficiency.
PROMOTION PAID
Billboards
The Abilene Convention & Visitors Bureau maintains 11 billboards along Kansas I-70 and one on Highway 15. Through a partnership with the Eisenhower Presidential Library and Museum, Abilene gains an additional 10 billboards, significantly enhancing visibility.
In 2024, the CVB reskinned four billboards and introduced the Kansas Gunsmoke Trail billboard.
According to 2023 Kansas Department of Transportation data, these billboard locations see an average daily traffic count of 20,000 vehicles.
PROMOTION PAID
Visitors / Destination Guide
In 2023, the Abilene CVB launched a new twoyear visitors guide, offering free inclusion for tourism attractions.
The guide is available at Kansas welcome centers (Belle Plaine and Goodland) and statedesignated travel information centers across Kansas.
In 2024, 227 copies were requested and mailed via our website. The guide is also available digitally at AbileneKansas.org/visitorsguide.
Digital Advertising
In 2024, the Abilene CVB partnered with the Eisenhower Presidential Library and Museum to expand its digital footprint through paid ads with Cohort Digital.
The campaigns achieved a 18,816 clicks, a 23.91% clickthrough rate (CTR), and 78,682 total impressions.
PROMOTION OWNED
Abilene Tourism Advocate ENewsletter
The Abilene Convention & Visitors Bureau produces an electronic newsletter celebrating Abilene. It is sent to individuals who request information about the community and is also shared on social media and on the CVB website at AbileneKansas.org/newsletter.
2024 Abilene Tourism Advocate
2024 editions sent: 58 Individual sends: 376,288
Total unique opens: 98,484 Total link clicks: 10,796
Visitor Bags
The Abilene CVB prepared and distributed 715 visitor bags to support groups and events throughout the year.
PROMOTION OWNED
Website
TheAbileneCVBwebsitecontinuestobeavaluabletoolto connectwithnewandreturningvisitors.
January1-December31,2024,Analytics
Users:97,000(upfrom85,000in2023)
NewUsers:96,000(upfrom84,000in2023) Sessions:121,291(upfrom95,260in2023)
Pageviews:466,878 (upfrom369,000in2023)
Pages/Session:4.79(upfrom4.32in2023)
Ofnote,websitetrafficcontinuestoincreaseyearoveryear.
Topcitieswherewebsitevisitorsarelocated: KansasCity 1.
2.Chicago
3.Dallas
4.Abilene MosesLake,WA 5. Warsaw,IN 6.
7.Salina
8.Cheyenne,WY
9.Wichita
PROMOTION OWNED
Blog
TheAbileneCVBusesitsblogtoshareuniquestoriesabout Abilene,highlightingthecommunity’scharmandattractions.In 2024,theCVBpublished84blogposts,whichwereshared acrossthewebsite,socialmedia,andtheAbileneTourism Advocatee-newsletter.
Topblogsinclude:
AbilenePreparestoHonorsItsHometownLeaderinaBig Way
FollowtheGunsmokeTrailThroughKansas 2024HolidayGuide
CommemoratingD-DayinAbilene,KansasYourGuidetoDDay80
TomSmiththeMarshalWhoFoughtWithHisFists
AbileneGearsUPforMother’sDay
PlanyourperfectHolidayGetaway-aCowtownChristmas Itinerary
Abilene’sMuseumSecretsExploreBeyondtheObvious 67WaystoEnjoyAbilene
DiscoverFreeFamilyFuninAbilene
Petalsattheirpeakagardenshowcaseofcolorandcreativity
JoinintheCelebration-CentralKansasFreeFair’s100th Anniversaryin2024
CelebratePresidentEisenhower’sBirthdayinAbilene-A WeekendofEvents
ExploreWildBillHickok’sAbilenein2024
ReadthesestoriesatAbileneKansas.org/blog.
PROMOTION SHARED
PROMOTION
SHARED
HostedTravelWriters
In2024,theAbileneCVB proudlyhostedthe followingtravelwriters, showcasingthebestof Abilene:
TravelingAdventuresof aFarmGirl
ThisKCMama
OneDelightfulLife
OurChangingLives
WinterTexanEnroute
RoxieontheRoad
MidwestTravelMama
EverydayOutdoor
Family
TheBikeWriter
WhereverIMayRoam
TravelWithSara
RoadrunnerJourneys
Additionally, the CVB welcomed four writers during the North Central Kansas Media FAM Trip hosted by Kansas Tourism.
Stories from these visits are shared on AbileneKansas.org/news, social media, and in the Abilene Tourism Advocate enewsletter, amplifying Abilene’s reach and visibility.
PROMOTION PARTNERSHIPS
Tourism Industry Memberships and Advocacy
The Abilene Convention & Visitors Bureau actively supports and promotes tourism through key memberships and initiatives. As a member of the Travel Industry Association of Kansas (TIAK), the CVB director serves as co-chair of the Advocacy Committee and participated in U.S. Travel’s Day on the Hill to share industry updates. The CVB also sponsored Destination Statehouse and the Kansas Tourism Conference. Serving as president of the Kansas I70 Association, the CVB benefited from a hosted a room at the Goodland Travel Information Center and the launch of the new website, www.KansasI70.com, in 2024.
As part of the North Central Kansas Tourism Coalition, the CVB serves as a regional representative for Kansas Tourism’s roundtable discussions and coordinates the Coalition’s booth at Destination Statehouse. The CVB also participated in group tour itinerary development with Tour Kansas before the group disbanded in 2024. Additionally, the CVB maintains Abilene listings on the Flint Hills Tourism Coalition’s platform via TravelKS.com. Finally, the Kansas Gunsmoke Trail was highlighted during a presentation at the virtual Cowtown Showcase, further amplifying Abilene’s appeal.
Through these partnerships, the CVB strengthens Abilene’s presence in statewide and regional tourism efforts.
PROMOTION PARTNERSHIPS
Community Support
The CVB wrote letters of support for community projects, including projects for the Abilene & Smoky Valley Railroad, Dickinson County Heritage Center, Eisenhower Foundation, and downtown businesses.
The CVB also continued to advocate for grant funding for the Abilene Industrial Park, resulting in a $2.5 million direct appropriation for the project, and wrote a $700,000 Congressional Directed Spending grant for the Abilene & Smoky Valley Railroad.
The CVB director also served on the Community Foundation of Dickinson County’s Community Philanthropy Innovation Network (CPIN) working group, supporting new Abilene businesses and as Vice-Chair of Dickinson County Creating Entrepreneurial Opportunities (CEO) program.
Kansas Tourism
The Abilene CVB maintains listings on TravelKS.com for Abilene attractions and businesses at no cost on the TravelKS.com website. In 2024, these listings received 24,100 views and 8,293 clicks, up significantly from 8,766 views and 3,953 clicks in 2023.
PROMOTION PARTNERSHIPS
Sunflower Summer
In Abilene, nearly 10,000 Sunflower Summer Passport tickets were redeemed, generating over $150,000 in reimbursable admissions. These funds supported educational and familyfocused attractions, including the Abilene & Smoky Valley Railroad, Dickinson County Heritage Center, and Eisenhower Presidential Library and Museum.
PROMOTION SPECIAL PROJECTS
Kansas Gunsmoke Trail
The Kansas Gunsmoke Trail partnership continued to gain momentum in 2024, earning promotion from US Tours America, a prominent group tour platform. Through the Kansas Gunsmoke Trail app, users from 20 states checked in at 520 Gunsmoke-themed sites across the four-community partnership.
On behalf of the partnership, the CVB secured a $9,800 Kansas Tourism Marketing Grant to sustain and grow the initiative in 2024 and 2025.
Learn more at www.KansasGunsmokeTrail.com.
PROMOTION SPECIAL PROJECTS
See Abilene
In 2024, the CVB partnered with See Parks and Green Spaces to feature the See Abilene print in a special display exhibit at the Abilene Public Library, celebrating the community’s charm and appeal.
Photo & B-Roll Library
The CVB continues to expand its photo library to support marketing efforts. In 2024, the CVB hosted photographer David Mayes to capture new images. These photos are featured on the CVB’s website, newsletter, and social media, and are shared with news outlets, magazines, and writers to enhance Abilene’s visibility.
PROMOTION SPECIAL PROJECTS
Abilene Celebrates America 250! Mural
In collaboration with the Community Foundation of Dickinson County, General Dwight D. Eisenhower VFW Post #3279, Abilene Chapter NSDAR, and funding from the NSDAR America 250! Celebration Grant, the Abilene CVB proudly unveiled Kansas’ first America 250 mural in downtown Abilene.
American Flags
The CVB coordinates an annual fundraising campaign to purchase 200 new American flags for display along Buckeye Avenue and 3rd Street. Learn more about this patriotic project at AbileneKansas.org/flags.
Travel Show Booths
In 2024, the CVB hosted booths at Destination Statehouse in Topeka, the Midwest Travel Network Conference in Shipshewana, Indiana, and the Southern Travelers Explore Conference in Gulf Shores, Alabama.
At these events, the CVB director facilitated discussions and participated in panels, highlighting Abilene’s tourism initiatives and successes.
PROMOTION SPECIAL PROJECTS
Civic Center Renovation
Thanks to support from the Community Foundation of Dickinson County, the CVB’s administrative offices underwent a much-needed renovation. The project provided updated office space for the Foundation and refreshed the facility’s appearance. Importantly, the renovation was completed without using Transient Guest Tax funds or additional resources from the City of Abilene.
In September, the CVB hosted an open house to celebrate the project’s completion and welcomed the new director of the Eisenhower Presidential Library and Museum, marking a memorable occasion for the community.
PROMOTION SPECIAL PROJECTS
Cowtown Christmas
The CVB played a key role in promoting Cowtown Christmas, a collaborative effort by Abilene tourism attractions, businesses and organizations to market holiday activities during the first weekend of December.
To support the event, the CVB: Purchased radio, online, and social media advertising. Coordinated a social media campaign and created promotional videos. Partnered with Kansas Tourism and media outlets to expand outreach.
Learn more about this festive celebration at AbileneKansas.org/Christmas.
PROMOTION SPECIAL PROJECTS
World’sLargest“ILikeIke”Button
Buildingontheiconic"ILikeIke"campaign,theAbileneCVB launchedacommunityawarenessinitiativetoshowcaseallthat Abilenehastooffer.Withthemesliketrains,trails,murals, shopping,cowboys,andmore,thecampaignincluded: Signsplacedaroundthecommunity.
Adedicatedwebsite,blogposts,ande-newsletters. Earnedandsharedmediacoverage.
Anover-the-streetbanner,billboardupdates,andthe unveilingoftheWorld’sLargest"ILikeIke"Button.
Theinitiativesawsignificantengagement: 200+signsplacedthroughoutAbilene.
5,000+websitevisitorsinthefirstmonth. Campaignfundingsupportedbyselling500ILikeIke ChallengeCoins.
250+attendees,includingmanyfromoutofstate,atthe buttonunveiling.
1,000+buttonsdistributedtocommunitypartners.
1,000+Googledirectionrequeststovisittheattraction. Fivegrouptoursmadethebuttonamust-visitstop.
ThiscreativecampaignstrengthenedAbilene’svisibilityand drewattentionfromlocalsandvisitorsalike,provingthe enduringappealof“ILikeIke.”
PROMOTION SPECIAL PROJECTS
Love Abilene
In 2024, Abilene was awarded a $5,000 grant from the Kansas Department of Commerce to launch the Love Abilene campaign, aimed at attracting new and returning residents to the community.
The CVB collaborated with the Central Kansas Free Fair and Wild Bill Hickok Rodeo to distribute 5,000 hand fans featuring a heartfelt welcome home letter. The Love Kansas campaign video was showcased on the jumbotron during the rodeo, further inspiring community pride. Additionally, the CVB launched www.LoveAbilene.com to highlight opportunities and resources for those considering Abilene as their home.
If you build a place where people want to visit, you’ll build a place where people want to live. If you build a place where people want to live, you’ll build a place where people want to work. If you build a place where people want to work, you’ll build a place where business wants to be. And, if you build a place where business wants to be, we’ll be back to building a place where people want to visit. It all starts with the visit and that visit doesn’t happen without us.”
- Maura Gast, 2009 Destinations International Chair
PROMOTION AWARDS
Awards and Recognition
In 2024, the Abilene CVB earned accolades for its innovative campaigns and collaborative efforts:
Best Destination (Community Awareness Campaign) –Travel Industry Association of Kansas
Best Collaborative Award (Large Budget) – Kansas Gunsmoke Trail
The CVB also supported others in achieving recognition for their contributions. Nominations and awards included:
Community Foundation of Dickinson County – Kansas Department of Commerce’s To The Stars Business Awards
Brandon Rein and Trevor Witt – Kansas Department of Commerce’s Next Gen Under 30 award
These honors reflect the CVB’s commitment to excellence and its role in celebrating the achievements of the Abilene community.
VISITATION
TravelInformationCenter(TIC)
TheAbileneConvention&VisitorsBureauoperatesastatedesignatedtravelinformationcentertoassistvisitorsin discoveringallthatAbilenehastooffer.
In2024:
1,242peoplesignedtheVisitorsCenterguestbook. Theoutdoordigitalkioskwasused288times,withan averageofthreescreensviewedpersessionandasession durationof5minutes.Popularactionsincludedexploring ThingstoDo,UpcomingEvents,andPlacestoEat. Thephotoboothwasafunfeature,used31timesbyvisitors.
TheCVBcontinuestoprovideengagingtoolsandresourcesto enhancethevisitorexperience.
VISITATION
TheCVBassistsgroupsandtourswithitineraries,reservations, welcomebagsandotherrequests.
AttractionVisitation
VisitationtoAbilene'stouristattractionscontinuestorebound post-pandemic.
Abilene&SmokyValleyRailroad: 21,383(+9,345from2023)
DickinsonCountyHeritageCenter:5,705(up1,242from2023)
EisenhowerPresidentialLibraryandMuseum: 89,379 (October2023-September2024)
GreatPlainsTheatre:4,348(-850from2023)
GreyhoundHallofFame: 3,480(-441from2023)
HistoricSeelyeMansion- notavailable
OldAbileneTown:9,000
World’sLargestBeltBuckle-3,654requestfordirectionson Google
World’sLargest“ILikeIke”Button-Morethan750requests fordirectionsonGoogle.
ECONOMIC IMPACT
TransientGuestTax
TheAbileneConvention&VisitorsBureauisprimarilyfunded throughtheTransientGuestTax,paidbytravelersstayingin Abilene’shotels,motels,bed&breakfasts,andAirbnbs.The KansasDepartmentofRevenuecollectsthistaxand distributesittotheCityofAbilene.Notably,fourth-quarter collectionsarereceivedinJanuaryofthefollowingyear.
In2024,TransientGuestTaxcollectionstotaled$206,149, generatedfrom$2,576,863insales—a24.31%increase comparedto2023.
2024TransientGuestTaxCollections
$10.0
$8.0
$6.0
2023 Dickinson County Economic Impact
Source: Kansas Tourism (most recent data)
Spending(Millions)
BUDGET
TheAbileneConvention&VisitorsBureauisprimarilyfunded throughtheTransientGuestTax,paidbytravelersstayingin Abilene’shotels,motels,bedandbreakfasts,orAirbnbs. Additionalrevenuecomesfromgrants,giftshopsales, reimbursedadvertisingcosts,andotherinitiatives.
2023CashForward-$87,506.00
Revenue-$290,986.14
Expenses-$267,829.05
EndofYearBalance-$110,663.09
2024 Tourism Budget - Expenses
Note: Staff time spent creating marketing pieces inhouse is listed as personnel.
The CVB started 2024 with $87,506 in cash carryover, which is
ABOUT US
AbileneCVBStaff
JulieRollerWeeks,director
SharolynAdams,part-timetourismassistant
AbileneCVBAdvisoryBoard
SarahAnderson
MukulGhoshHajra
KimMcDowell
KimmyPhillips
SamanthaPryor
ElizabethWeese
