Abilene Convention & Visitors Bureau
ABOUT US
The Abilene Convention and Visitors Bureau is an award-winning destination marketing organization and a department of the City of Abilene. The CVB is funded primarily through an 8 percent Transient Guest Tax (TGT), an additional tax paid by visitors staying in hotels, motels, bed and breakfasts, and lodging properties with more than one room, including stays booked through marketplace facilitators such as Airbnb and VRBO.
In addition to operating the state-designated Travel Information Center, the CVB serves as the official marketing arm for the City of Abilene Its role is to promote community assets, support local attractions and businesses, and provide services to tourists and groups convening in the area. The ultimate goal of the Abilene CVB is to generate economic growth in Abilene, Kansas, through tourism.
While not exhaustive, this annual report highlights key efforts undertaken to promote Abilene during 2025 This work is carried out by 1.5 full-time staff members and supported by a 2025 approved budget of $287,163, which includes reserve funds and cash carryover.
In 2025, the CVB experienced a significant decline in Transient Guest Tax revenue While the organization worked closely with the Kansas Department of Revenue to resolve the issue, TGT revenue in arrears was not received during the year. In response, the CVB prioritized high-impact initiatives, leveraged partnerships, and paused select advertising and special projects to ensure responsible stewardship of public funds while maintaining core services and community visibility
As Dwight D. Eisenhower once said, “Plans are useless, but planning is everything.”
2025 SUMMARY
Awards and Recogn
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#1 Best Presiden #3 Best Historic
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Launched Abilen mobile-friendly w Hosted 17 travel connected to th America
Launched Amer official America
Expanded the C visual assets for Supported the S families through
Hosted the Worl moment to the v
Installed new we visual appeal at
PROMOTION EARNED
The Abilene Convention & Visitors Bureau leads with a proactive earned media strategy, including active story pitching, strong media relationships, and timely responses to inquiries, resulting in consistent national and regional exposure for Abilene as a premier destination.
Explore our featured stories at AbileneKansas.org/news
2025 Recognition
#2 Best Historic Small Town – USA TODAY
#7 True West Town of the Year – True West Magazine
Best Town for Historic Entertainment – True West Magazine
Best Old West Town to Live – True West Magazine
Best Collaboration (Kansas Gunsmoke Trail) –Midwest Travel Network
#1 Best Presidential Attraction (Eisenhower Presidential Library and Museum) – Newsweek
#3 Best Historic Bed & Breakfast (Abilene’s Victorian Inn) – Newsweek
PROMOTION EARNED
Television
The Abilene Convention & Visitors Bureau collaborated with Kansas television stations by sharing compelling stories, photography, and video content, keeping Abilene visible to regional and national audiences
These efforts were highlighted by Abilene’s participation in Main Street U.S.A. on Fox & Friends, which reached a national audience of more than 1.3 million viewers.
The broadcast resulted in increased visitor guide requests, nearly 1 million Facebook page views, more than 450 new Facebook followers, and 84,000 website views during the week of filming and the week following the broadcast. The feature also generated widespread support from the local business community, residents, and visitors
Additional television features included KSN Good Day Kansas, WIBW On the Road & To the Stars, PBS Cottonwood Connections, and See, Taste, Do.
PROMOTION EARNED
“We
PROMOTION EARNED
Newspaper & Magazine
Through partnerships with newspapers and magazines, including the League of Kansas Municipalities - Kansas Government Journal, USA TODAY, Group Tour Magazine, Kansas Country Living, Extended Weekend Getaways, and KANSAS! Magazine, the CVB showcased Abilene through press releases, feature stories, event calendars, and photography. These efforts reached a wide readership and strengthened Abilene’s visibility.
Radio & Podcast
The CVB distributed press releases to local radio stations for onair features, social media promotion, and inclusion in enewsletters. In addition, the CVB participated in radio and podcast interviews to broaden reach and connect with new audiences. Abilene was also featured in a podcast produced by the Kansas Health Institute
PROMOTION PAID
These carefully selected investments highlight Abilene’s appeal while maintaining a strong focus on budget efficiency and return on investment.
Kansas Travel Guide (Back Cover)
400,000 copies distributed annually at rest stops, visitor centers, events, and online via TravelKS.com
Includes listings for 33 Abilene attractions
Print and Digital Advertising
True West Magazine – Reaching Western heritage enthusiasts
Travel Kansas – Targeting travelers exploring Kansas destinations
KANSAS! Magazine – Reaching 36,000 subscribers through visual storytelling and feature content
Abilene Event Advertising
Promoted key events, including the Eisenhower Marathon, Downtown Antique Fest, Oktoberfest, and Cowtown Christmas, through print, digital, and radio formats.
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 benefits from an additional 10 billboards, significantly expanding visibility along key travel corridors.
In 2025, the CVB reskinned and repaired two billboards to maintain message clarity and visual quality
According to 2024 Kansas Department of Transportation data, these billboard locations receive an average daily traffic count of nearly 20,000 vehicles.
TV Commercials
In 2025, the Abilene CVB, the Eisenhower Presidential Library and Museum, and the Kansas Gunsmoke Trail collaborated on a series of summer television commercials airing on KAKE and MeTV. These commercials were also repurposed for use on social media, extending reach and maximizing return on investment.
PROMOTION PAID
Visitors / Destination Guide
In 2023, the Abilene CVB launched a two-year visitors guide, offering free inclusion for tourism attractions. The guide is distributed through Kansas welcome centers in Belle Plaine and Goodland, as well as statedesignated travel information centers across Kansas.
In 2025, more than 250 copies were requested and mailed through the CVB website
Additional guides were requested by phone and distributed at the Visitors Center. The guide is also available digitally at AbileneKansasorg/visitorsguide
Digital Advertising
In 2025, the Abilene CVB partnered with the Eisenhower Presidential Library and Museum to expand its digital footprint through paid advertising with Cohort Digital.
The campaigns generated 36,735 clicks, an increase of nearly 50 percent from the previous year, achieved a 20.77 percent clickthrough rate (CTR), and delivered 176,905 total impressions, an increase of nearly 100,000 impressions year over year.
PROMOTION OWNED
Abilene Tourism Advocate E-Newsletter
The Abilene Convention & Visitors Bureau produces the Abilene Tourism Advocate, an electronic newsletter celebrating the community and its attractions.
The newsletter is distributed to individuals who request information about Abilene and is also shared on social media and on the CVB website at AbileneKansas.org/newsletter.
2025 Abilene Tourism Advocate
Performance
Editions sent: 52
Individual sends: 370,507
Total unique opens: 92,619 (30 percent open rate)
Total link clicks: 5,646
Visitor Bags
The Abilene CVB prepared 815 visitor bags to support groups and events throughout the year, including the Kansas Social Studies Conference, Kansas Dialogue, America Greyhound Gathering, Buckeye Saddle Club, and the Seelye Genealogical Society.
PROMOTION OWNED
AbileneKansas.org Website
The Abilene CVB website continues to serve as a key tool for connecting with new and returning visitors and sharing information about attractions, events, and travel planning.
January 1 – December 31, 2025 Website Analytics
Users: 99,791
New users: 99,783
Sessions: 119,248
Page views: 439,310
Pages per session: 3.68
America Likes Abilene
In 2025, the Abilene CVB launched AmericaLikesAbilene.com, a dedicated microsite promoting Abilene’s America 250 celebration and related community initiatives.
PROMOTION
OWNED
Blog
The Abilene CVB uses its blog to share unique stories about Abilene, highlighting the community’s charm and attractions In 2025, the CVB published 84 blog posts, which were shared across the website, social media, and the Abilene Tourism Advocate enewsletter. See www.AbileneKansas.org/blog.
Top blogs include:
2025 Holiday Guide
Tom Smith, the Marshal Who Fought with His Fists
Follow the Gunsmoke Trail Through Kansas
Two Brothers, Two Sisters, and One Spectacular Mansion
Explore Brown Memorial Park and Waterfall in Abilene, Kansas
Life Is Like a Box of Russell Stover Chocolates: Discover Abilene, Kansas
Taylor & Travi’s Love Story: Why Abilene Is the Perfect Place to Say “I Do”
Kick Up Your Heels on Abilene’s Cowboy Boot Trail
Make the Most of Sunflower Summer: A Two-Day Abilene, Kansas Itinerary
Celebrate Independence Day at the Eisenhower Presidential Library and Museum
Celebrating Cowboy Roots with Cowboy Boots
Make Summer Memories at “Memories of the Prairie” in Abilene, Kansas
Broadway in the Heartland: Big Fish Swims Into Abilene
Why D-Day Still Matters and Why You Should Visit Abilene to Learn More
See Abilene Like Steve Doocy
From Rails to Ales: The Abilene Brewery Loop
6 Must-See Murals in Abilene, Kansas
PROMOTION SHARED
PROMOTION
SHARED
Hosted Travel Writers
In 2025, the Abilene CVB proudly hosted the following travel writers, showcasing the best of Abilene:
The Traveling Fool
Olio in Iowa
Roxi on the Road
2 Grands on the Go
Hip Grandma Life
She Buys Travel
Americana Journeys
Family Vacations
Jaycation
Amateur Traveler
Travel with a Wiseguy
The Driveby Tourist
Winter Texans Enroute
Traveling with Marilyn
Cynthia Clampitt
In addition, in collaboration with Kansas Tourism, the CVB welcomed travel writers during three familiarization tours held in conjunction with the TBEX Summit America.
Stories from these visits are shared on AbileneKansas.org/news, social media, and in the Abilene Tourism Advocate e-newsletter, amplifying Abilene’s reach and visibility
PROMOTION PARTNERSHIPS
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.
In addition, through leadership as president of the Kansas I-70 Association, the CVB benefited from a hosted room at the Goodland Travel Information Center and promotion on the association’s website, www.KansasI70.com.
The Kansas I-70 Association also received an $8,000 Kansas Tourism Marketing Grant to develop an interactive digital passport program tied to World Cup travel and the America 250 celebration, giving visitors new ways to experience attractions along the I-70 corridor.
PROMOTION PARTNERSHIPS
As part of the North Central Kansas Tourism Coalition, the CVB serves as a regional representative for Kansas Tourism’s Regional Roundtable discussions and coordinates the coalition’s booth at Destination Statehouse. Through these partnerships, the CVB strengthens Abilene’s presence in statewide and regional tourism efforts.
Community Support
The CVB provided letters of support for community projects, including initiatives led by the Abilene & Smoky Valley Railroad, Dickinson County Heritage Center, Eisenhower Foundation, and downtown businesses.
The CVB’s advocacy efforts helped secure a $2.5 million direct appropriation for the Abilene Industrial Park and $854,000 in Congressionally Designated Spending (CDS) for the Abilene Police Department and the Dickinson County Sheriff’s Department. In addition, a $700,000 CDS request for the Abilene & Smoky Valley Railroad is pending congressional approval.
The CVB director also served on the Community Foundation of Dickinson County’s Community Philanthropy Innovation Network (CPIN) and Impact Investing Committee, supporting the growth of new Abilene businesses, and served on the hiring committee for the Dickinson County Economic Development Corporation.
Kansas Tourism
The Abilene CVB maintains complimentary listings for Abilene attractions and businesses on TravelKS.com. In 2025, these listings generated 24,457 views and 7,433 clicks, increasing visibility for the community at no cost.
PROMOTION PARTNERSHIPS
In Abilene, 7,583 Sunflower Summer Passport tickets were redeemed, generating $94,559 in reimbursable admissions. The CVB played a key role in advocating for this program
2025 Sunflower Summer Tickets & Revenue
Abilene & Smoky Valley Railroad: 3,578 tickets sold | $59,380 in revenue
Dickinson County Heritage Center: 1,036 tickets sold | $6,830 in revenue
Eisenhower Presidential Library and Museum: 1,119 tickets sold | $12,980 in revenue
Great Plains Theatre: 327 tickets sold | $4,905 in revenue
Historic Seelye Mansion: 942 tickets sold | $9,114 in revenue
Old Abilene Town: 581 tickets sold | $1,350 in revenue
PROMOTION SPECIAL PROJECTS
Kansas Gunsmoke Trail
The Kansas Gunsmoke Trail partnership continued to gain momentum in 2024, earning promotion through US Tours America, a prominent group tour platform Using the Kansas Gunsmoke Trail app, visitors 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 expand the initiative during 2024 and 2025.
To date, the digital passport has recorded more than 1,100 checkins from visitors representing 42 states.
Learn more at wwwKansasGunsmokeTrailcom
PROMOTION SPECIAL PROJECTS
Travel Show Booths
In 2025, the CVB hosted booths at Destination Statehouse in Topeka, the Midwest Travel Network Conference in Nebraska, and the TBEX Summit America in Wichita
PROMOTION SPECIAL PROJECTS
Special Visits
In 2025, the CVB hosted the World Cup Countdown Clock and Kansas Tourism’s Mobile Visitors Center, providing additional visibility and engagement opportunities for visitors.
2025 Kansas Global Cuisines & Cultures Week
In 2025, the Abilene & Smoky Valley Railroad and Abilene CVB partnered with the Kansas Department of Commerce to celebrate Global Cuisines and Cultures Week.
PROMOTION SPECIAL PROJECTS
Event Support
The CVB helped promote the Eisenhower Marathon, Abilene Downtown Antique Fest & Cruise for Food Car Show, Central Kansas Free Fair, Pink Friday, School’s Out Fest, Oktoberfest, Homes for the Holidays Tour, and Cowtown Christmas activities. These collaborative events were coordinated by Abilene tourism attractions, businesses, and community organizations.
To support these events, the CVB helped by:
Purchasing radio, online, and social media advertising
Coordinating social media campaigns
Maintaining websites
Partnering with Kansas Tourism and media outlets to expand outreach
Providing sponsorship support for prizes and necessary event infrastructure
PROMOTION SPECIAL PROJECTS
Visit Abilene Kansas History GeoTour
In 2025, Abilene hosted the MOGA – Midwest Open Geocaching Adventure event.
In addition, the City Commission proclaimed March 24–30 as Geocache Week in Abilene, and the CVB launched the Visit Abilene Kansas History GeoTour. To date, nearly 200 completed GeoTour passports have been submitted, representing participants from 28 states Reported visitor spending associated with GeoTour visits totals $51,811 Learn more at https://www.geocaching.com/play/geotours/visitabilene.
Iron Horse Trail
In 2025, Abilene celebrated the completion of the five-mile Iron Horse Trail, a shared-use trail located alongside the Abilene & Smoky Valley Railroad The trail connects Abilene and Enterprise, expanding outdoor recreation opportunities.
PROMOTION SPECIAL PROJECTS
Welcome Banners
In 2025, the Abilene CVB received a grant from the Community Foundation to purchase 120 new welcome banners for display from January through April, when the American flags return.
PROMOTION SPECIAL PROJECTS
National Presentations
The Abilene CVB was invited to share its story at the Midwest Travel Network Conference in Grand Island, Nebraska, and at the Stand Up Rural America Regional Forum in Gonzales, Texas, alongside Jeff Siegler (Revitalize or Die), Doug Griffiths (13 Ways to Kill Your Community), and Lorie Vincent (Stand Up Rural America).
“Julie Roller Weeks delivered an outstanding presentation at the Stand Up Rural America Regional Forum in Gonzales, Texas,” said Lorie Vincent, CEcD, forum organizer and rural economic development expert “Her energy, insight, and genuine passion for rural tourism truly resonated with the audience. Julie brought fresh ideas and practical strategies that inspired everyone in the room to think bigger and act boldly for their communities. Abilene, Kansas, is lucky to have such a dynamic leader representing rural excellence and now we all can’t wait to visit the original Abilene!”
VISITATION
Travel Information Center (TIC)
The Abilene Convention & Visitors Bureau operates a statedesignated Travel Information Center to assist visitors in discovering all that Abilene has to offer.
In 2025:
2,050 visitors signed the Visitors Center guest book
The outdoor digital kiosk was used 462 times, with an average of three screens viewed per session and an average session duration of four minutes. Popular actions included exploring Things to Do, Eat, Shop, and Stay
The photobooth was used 168 times, providing an interactive and engaging visitor experience
In addition to serving walk-in travelers, the CVB assists groups and tours with itineraries, reservations, welcome bags, and other visitor service requests. Through these services, the CVB continues to offer engaging tools and resources that enhance the overall visitor experience and encourage longer stays and repeat visits
VISITATION
AttractionVisitation
VisitationtoAbilene’stouristattractionsisself-reportedand includes:
Abilene&SmokyValleyRailroad:14,934( 6,449from2024)
DickinsonCountyHeritageCenter:5,256( 449from2024)
EisenhowerPresidentialLibraryandMuseum:70,000* ( 19,379from2024)
GreatPlainsTheatre:n/a(4,348in2024)
GreyhoundHallofFame:4,992(+1,512from2024)
HistoricSeelyeMansion:5,685(2024datanotavailable)
OldAbileneTown: 3.375 (-5,625from2024)
World’sLargestBeltBuckle:4,310requestsfordirectionson Google(+656from2024)
World’sLargest“ILikeIke”Button:837requestsfor directionsonGoogle(+87from2024)
*Thistimeperiodincludesasix-weekclosureduetoafederal lapseinfunding.
ECONOMIC IMPACT
TransientGuestTax
TheAbileneConvention&VisitorsBureauisprimarilyfunded throughtheTransientGuestTax,paidbytravelersstayingin Abilene’shotels,motels,bedandbreakfasts,andqualifying short-termrentals.TheKansasDepartmentofRevenuecollects thistaxanddistributesittotheCityofAbilene.Notably,fourthquartercollectionsarereceivedinJanuaryofthefollowingyear.
In2025,TransientGuestTaxcollectionstotaled$135,172.58, generatedfrom$1,689,657.25intaxablelodgingsales, representinga34.4percentdecreasecomparedto2024.
2025TransientGuestTaxCollections
ECONOMIC IMPACT
Sales Tax
According to the Kansas Department of Revenue, sales tax collections in the City of Abilene totaled $1,379,186.49 in 2025, an increase from $983,930.01 in 2024.
*Source: Kansas Department of Revenue City/Council Local Sales Tax Distributions Calendar Year - 2025
2024 Dickinson County Economic Impact
Source: Kansas Tourism (most recent data)
Economic Impact
In 2024, tourism spending totaled $22.3 million in Dickinson County, representing a 0.5 percent increase from 2023.
ECONOMIC IMPACT
North Central Regional Planning Commission Study
The study was made possible through a partnership between the Abilene Convention & Visitors Bureau and the North Central Regional Planning Commission. It was provided at no cost to the City of Abilene through the Thriving Communities program administered by Main Street America, with support from the U.S. Department of Transportation, using the most recent available data.
ECONOMIC IMPACT
Summary
In 2024, downtown Abilene and nearby attractions welcomed 119,000 unique visitors, generating nearly 600,000 visits throughout the year The Eisenhower Presidential Library & Museum ranked as the area’s top attraction
Visitor Segments and Travel Patterns
Visitor data indicates that most travelers fall into three primary lifestyle segments:
Pastoral Pride – Rural families from small towns who value tradition, community, and family-friendly experiences
Golden Year Guardians – Retirees enjoying life in established, welcoming communities
Thriving Boomers – Active baby boomers with disposable income and an interest in meaningful travel
Interstate Exit Data
Abilene’s interstate exits continue to play a significant role in visitor flow:
Exit 272 (Love’s Travel Stop) attracted 430,000 unique visitors, generating 800,000 visits, primarily from one-time travelers
Exit 275 (North Buckeye Avenue) welcomed 383,000 visitors, who generated 1.5 million visits, indicating higher local and repeat use
Together, this data highlights opportunities to connect with both new and repeat visitors.
Learn more at AbileneKansasorg/NCRPC
PULL FACTORS: MEASURING MARKET STRENGTH
The City Trade Pull Factor is a Kansas Department of Revenue metric that compares a city’s per-capita retail sales tax collections to the statewide average A pull factor above 1.00 indicates a community is attracting retail spending from outside its city limits.
Abilene Retail Pull Factor Snapshot
City Trade Pull Factor: 121 (+003 from FY 2024)
Income-Adjusted Pull Factor: 137 (+006 from FY 2024)
Trade Area Capture: 7,844 (+210 from FY 2024)
Percent of County Trade Captured: *60.7%
What This Means for Abilene
Abilene continues to perform as a regional retail hub, capturing significantly more retail trade than its population alone would suggest.
The increase in Abilene’s pull factor between FY 2024 and FY 2025 signals growing competitiveness in attracting non-resident spending
Consistently capturing more than 60 percent of Dickinson County’s retail trade reinforces Abilene’s role as a destination where residents, travelers, and visitors choose to shop, dine, and spend.
Source: Kansas Department of Revenue, City Trade Pull Factor Reports, FY 2024 and FY 2025.
PULL FACTORS:
MARKET STRENGTH
BUDGET
The Abilene Convention & Visitors Bureau is primarily funded through the Transient Guest Tax, paid by travelers staying in Abilene’s hotels, motels, bed and breakfasts, and qualifying shortterm rentals. Additional revenue is generated through grants, gift shop sales, reimbursed advertising costs, and other initiatives.
2025 Financial Summary
2024 Cash Forward - $110,66306
Revenue - $211,756.23
Expenses - $262,156.84
End of Year Balance - $60,262.45
2025 Tourism Budget - Expenses
Note: Staff time spent creating marketing materials in house is reflected under personnel
*All figures are subject to the City of Abilene 2025 audit.
*All figures are subject to the City of Abilene 2025 audit.
ABOUT US
AbileneCVBStaff
JulieRollerWeeks,director
SharolynAdams,part-timetourismassistant
AbileneCVBAdvisoryBoard
SarahAnderson
MukulGhoshHajra
KimMcDowell
KimmyPhillips
SamanthaPryor
ElizabethWeese
