FROM THE DIRECTOR
Reflecting on 2024 and Looking Forward to 2025
Dear Partners,
As we close out 2024, I want to take a moment to reflect on the remarkable year we’ve had in Columbia and within the tourism community. Thanks to your continued support and collaboration, we’ve accomplished so much together, and I am excited to share some of the highlights.
One of the standout moments of the year was the return of the MSHSAA Basketball State Championships to Columbia. This event was met with great enthusiasm and was a resounding success, contributing to the city’s reputation as a premier event destination. Additionally, Columbia hosted several other significant events, including the first-ever NAIA Cross Country National Championships in our community with our partners at Columbia College and numerous state-level competitions such as MSHSAA State Wrestling and MSHSAA State Music Festival.
In addition to hosting events, we also worked hard to generate visibility for Columbia. This year, we hosted 13 members of the media, resulting in 30 articles and over 104 million impressions, helping spread the word about what makes our city a great place to visit.
2024 also marked several significant internal achievements for the Columbia Convention and Visitors Bureau (CVB). Our team grew to 13 members, enabling us to expand our outreach and better fulfill our mission.
We also updated our Strategic Plan, ensuring we remain on track for sustained growth and success.
We booked several exciting conferences for 2026, including the Missouri Press Association’s annual conference (returning after more than 10 years), the United Federation of Doll Clubs’ regional event, and the Family Career and Community Leaders of America (FCCLA) conference, which also has not been held here in over a decade.
In terms of community and tourism development, we oversaw a feasibility study to explore the potential for a new conference center, helping our community plan for future growth and needs. We also coordinated the Mayor’s Task Force on the McKinney Building and helped secure funding through the Tourism Development Program, which awarded $280,900 to 44 projects.
Looking ahead to 2025, we are excited to host the NCAA Division 1 Cross Country National Championships in partnership with Mizzou Athletics, and we are also preparing for the hosting of the PDGA World Amateur Disc Golf Championships and the Missouri Sports Travel Exchange Tradeshow in 2026. Additionally, we hope to roll out the Meeting Planner Incentive Program (pending approval), and with the ongoing enhancement of our use of MINT Plus, CVent, and Playeasy, the sales team is now leveraging these tools more effectively to work together and expand Columbia’s reach.
I also want to highlight the ongoing success of our Certified Tourism Ambassador (CTA) program. In 2024, we certified 55 new CTAs, bringing our total to 203 active ambassadors. Their contributions help make Columbia an even more welcoming destination.
None of this would be possible without your continued partnership. A special thank you goes to our hoteliers, whose hard work and dedication are integral to the vibrancy and success of our community.
Thank you for being a part of this incredible year. I look forward to all that we will accomplish together in 2025 and beyond.
Warm regards, Amy
CVB OVERVIEW
The Columbia Convention and Visitors Bureau (CVB) is a department of the City of Columbia and serves as the official Destination Marketing Organization (DMO) for Boone County.
The CVB is solely funded by the 5% lodging tax collected on hotel and motel rooms in the city of Columbia. This 5% is divided in the following ways:
▶ 1% - Operations and Staff
▶ 1% - Tourism Development Program
▶ 2% - Destination Marketing, Sales, Services, etc.
▶ 1% - Columbia Regional Airport (COU) terminal project
CONTACTS
Website: VisitColumbiaMO.com
Phone: 573.874.CITY (2489)
The CVB promotes Columbia and Boone County as an entire tourism product. This includes dining, outdoor recreation, festivals and events, sports, shopping, arts and culture, history, and anything else that might persuade a visitor to travel to the area. Columbia is also a highly desirable destination for meetings, conferences and sporting events.
Once a visitor chooses Columbia, we rely on our tourism industry partners to provide an exceptional experience, which is key to attracting both new and repeat visitors. While in our city, visitors spend money on hotels, dining, shopping, transportation, gas, and more. The CVB reinvests a portion of that spending into marketing and sales efforts to attract more visitors. The remaining spending supports local businesses, creates jobs, and enhances the overall quality of life in our community.
CVB TEAM
MEGAN MCCONACHIE
ADAM ZIERVOGEL
DANIELLE VARDELEON
SARAH PARKS
LAUREN WEBER
JULIE AUSMUS
ZACH WALLER
TERRA NUZUM
DONNA MILLER
SYDNEY PUZ
MEGAN BAUM
TREVOR BRADLEY
CVB ADVISORY BOARD
- Richard Walls, Owner - The Heidelberg - Chair
- Rusty Strodtman, Columbia Mall General Manager - Brookfield Properties Retail - Vice-Chair
- Joan Beard, Retired - Meeting Planner & Consultant (term ended Sept. 2024)
- Barth Burgin, General Manager - Hampton Inn
- Scott Cristal, Owner - Colonial Mercantile
- Heather Hargrove, Executive Director - Feeding Missouri
- Aric Jarvis, General Manager - The Broadway by Doubletree
- Kris Kunz, Director of Sales - Candlewood Suites
- Don Laird, Retired - Columbia Chamber of Commerce
- Lori Lammers, General Manager - Courtyard by Marriott
- Melody Marcks, Senior Vice President - Central Bank of Boone County
- Lisa Plakorous, General Manager - Staybridge Suites (term ended Sept. 2024)
- Raman Puri, Owner - Puri Group of Enterprises, Inc.
- Jamie Vavaro, Director of Special Events and Public Relations, My House Presents Rader Hospitality
CVB SPORTS COMMISSION
- James Arnold, Columbia College Appointee - Chair
- Julie Calfee, Large Business Member - Vice Chair
- Beau Baehman, At-Large Member
- Ethan Cobb, Sports Organization Member
- Stephanie Preismeyer, University of Missouri Appointee
- Tony Daniel, University of Missouri representative (appointment ended June 2024)
- David Egan, Columbia Public Schools Appointee
- Susan Hart, Chamber of Commerce Appointee
- Richard Walls, Advisory Board Chair
- Gabe Huffington, Columbia Parks and Recreation Director
- Amy Schneider, Columbia Convention and Visitors Bureau Director
- Elizabeth Kelly, Sports Organization Member
- Heather Cairns, Sports Organization Member (appointment ended Aug. 2024)
- Jared Klarfeld, Hotel Industry Member
- Kris Kunz, Hotel Industry Member
- Carter Marcks, Small to Midsize Business Member
YEAR IN-REVIEW
CVB STRATEGIC PLAN UPDATE
The team at the Convention and Visitors Bureau held a full-day retreat to update its departmentlevel Strategic Plan. With several new staff members, it was vital to review the existing plan and update it to fit both the current team but also the current organizational and tourism environment. After reviewing the existing plan, the CVB collectively agreed on the following updated priority areas:
▶ Destination Stewardship: We collaborate with our community to support our destination and the visitor experience
▶ Industry Engagement and Advocacy: We build strong relationships with tourism partners and advocate for the industry
▶ Departmental Advancement and Accountability: We are a high-performing, trendsetting team that is always learning
▶ Optimized Marketing: We actively leverage our resources for targeted marketing and communications for all markets
Once the new priority areas were identified, the team committed to short-term and long-term actions as well as related metrics to measure success. In 2025, assembled teams will launch new projects to move the organization and the destination forward.
TDP UPDATE
The Tourism Development Program is funded by a portion of the Columbia lodging tax. For-profit and not-for-profit organizations can submit applications for funding to help develop and enhance festivals, events, and attractions that aim to increase overnight visitation in Columbia hotels and positively impact the community’s economy.
During the FY2024 budget process, the Tourism Development Program allocated $425,000 for various applications across five categories: Signature Series, Festivals & Events, Sports Development, Attraction Development, and Community Sponsorships. A total of 44 applications were received with a total amount of $280,920 awarded.
In FY24, five applications for the Signature Series events were submitted, resulting in a total award of $77,500. The Signature Series represents some of Columbia’s most prestigious festivals, each of which contributes to the local economy and garners national attention. The events included in this series are the True/False Film Fest, the ‘We Always Swing’ Jazz Series, the MU Concert Series, the Show-Me STATE GAMES, and Art in the Park. These festivals have a longstanding history of positively impacting the community through cultural enrichment and economic growth.
There was $12,500 awarded from the Festivals & Events category for the Missouri State High School Activities Association (MSHSAA) State Music Festival and there was a total of six Sports Development applications resulting in $115,000 being awarded to various events and programs. These included the MSHSAA State Championships for basketball, football, cross country, and wrestling, as well as the Missouri Basketball Coaches Association
and the Missouri Middle School Basketball Championships. The Columbia Sports Commission reviews these applications and makes funding recommendations to the CVB Advisory Board.
The Community Sponsorship events in Columbia are designed to enhance tourism and promote the city as an inviting destination for families and all visitors. They not only foster community engagement but also help highlight the diverse cultural offerings of the city. This year, the Columbia Visitors Bureau (CVB) received 32 sponsorship applications and awarded a total of $75,920. Some of the events that received funding include the Unbound Book Festival, Criterium at the Columns, Harvest Hootenanny, MO Jazz Festival, Wonder Woman Girl’s Wrestling, Hip Hop Unity Day, and Central Bank Downtown Live.
The Tourism Development Program, initiated in 2000, has proven to be a significant asset for the CVB. This program plays a crucial role in supporting and promoting Columbia’s cultural and heritage tourism. Alongside this, it also enhances all-season sports marketing and facilitates the development and improvement of attractions and festivals. Through these efforts, the program helps to highlight what makes Columbia a unique and vibrant destination, ultimately benefiting the local community and economy.
CONVENTIONS & MEETINGS SALES UPDATE
The CVB Sales Team comprises five individuals dedicated to selling Columbia as a premier destination for meetings, conventions, and sporting events. The sales team now utilizes three platforms to help the team generate new business opportunities and help better promote event resources in the Columbia tourism industry.
The Convention and Visitors Bureau’s Convention & Meetings Sales Team is actively working to attract conference business to Columbia by leveraging the recently acquired MINT+ database. This tool enables the team to identify and target new prospective clients across a broader Midwest region. Sales efforts have been concentrated in the St. Louis, Kansas City and Springfield areas, complemented by participation in key industry events and on-site sales calls in those areas.
The team has ramped up its sales activities through a combination of onsite visits, virtual meetings, emails, and phone calls. Several site visits were conducted with organizations that had previously overlooked Columbia as a meeting destination. The investment in a higher-level listing on Cvent has resulted in an increase in leads, which the team has
effectively distributed to local hotels for their follow-up, some of which have been awarded to Columbia.
In June 2024, the Convention & Meetings Sales Team hosted a familiarization tour for planners from Kansas City and Jefferson City, showcasing Columbia’s hotels, restaurants and attractions. Additionally, in 2024, the team represented Columbia at the Missouri Event Summit hosted in Columbia, the Society of Government Meeting Professionals National Education Conference in Omaha, Nebraska, and the Small Market Meetings Conference in St. George, Utah. These efforts reflect a strategic commitment to enhancing Columbia’s visibility as a premier meeting destination.
Meetings services and sales assists have seen a notable increase compared to previous years, as planners recognize the benefits of hosting and keeping their events in Columbia. While meetings continue to be booked, there is a trend toward a longer decision-making process. The sales team’s booking pace in 2024 reached 105% of its target for the year, outpacing last year’s booking performance
Among the new events secured for Columbia in 2024 are the National Association of Social Workers - Missouri Chapter Annual Conference, the Council of Geographic Names Authorities Annual Conference, and the Show Me Rotary Presidents-Elect Training Seminar, which has been scheduled for 2025, 2026, and 2027. Additionally, the Missouri Department of Elementary and Secondary Education FCCLA Fall Leadership Conference is set for 2026. These bookings reflect a growing confidence in Columbia as a preferred meeting destination.
SPORTS UPDATE/SPORTS COMMISSION
The highlight of fiscal year 2024 for the sports team was the successful return of the 2024 MSHSAA State Basketball Championships, which occurred in March of 2024. The entire Convention and Visitors Bureau Team, Mizzou Athletics, and the MSHSAA staff put forth a great effort to host the event, which demonstrated the staff’s ability to put together competitive proposals and attract and support large-scale events at the city’s premier facilities. The MSHSAA Football State Championships at Memorial Stadium were extended an additional year to December 2024.
The sports sales team also submitted bids for several events that Columbia has not yet had the opportunity to host, including esports and dog agility competitions. Also, as the Columbia Sports Fieldhouse expansion broke ground in February 2024, staff successfully booked an NXTPRO Hoops basketball tournament in July 2025. NXTPRO Hoops is the official Puma Basketball prospect circuit.
The sports team submitted a successful bid for the 2027 NCAA regional events in partnership with the University of Missouri for NCAA Men’s & Women’s Cross Country Regionals.
The team also submitted a proposal and won the right to host the Professional Disc Golf Association Amateur World Disc Golf Championships in August of 2025 at Harmony Bends Championship Disc Golf Course. This was only possible through the partnership with the Columbia Disc Golf Club and the support of our facility partners at Columbia Parks and Recreation. Columba hosted the Missouri Middle School State Basketball Championship for the third straight year and will host the event again in March 2025. With the growth of the event, it was necessary to split the girls’ and boys’ state championships into separate weekends. Overall, sales bookings remained steady from FY2023 to FY2024.
NAIA CROSS COUNTRY CHAMPIONSHIPS AT GANS CREEK CROSS COUNTRY COURSE
MSHSAA STATE BASKETBALL CHAMPIONSHIPS AT MIZZOU ARENA
MSHSAA STATE WRESTLING CHAMPIONSHIPS AT MIZZOU ARENA
AJGA CHAMPIONSHIPS AT THE CLUB AT OLD HAWTHORNE
CTA UPDATE
The Convention and Visitors Bureau’s Certified Tourism Ambassador© (CTA) Program grew in 2024. The CTA Program is a nationally recognized and accredited tourism program that provides participants with the knowledge and resources they need to make every visitor encounter a positive experience.
NEW WEBSITE
The Convention and Visitors Bureau launched a new, destination-focused website in May 2024. The design elements of the site were created by the CVB’s creative marketing agency, Woodruff, and the structure and building of the site were done by the City of Columbia Information Technology Department.
The new site features a refreshed home page, a dynamic calendar, enhanced listings, additional opportunities for feature content, an integrated trip builder, pre-built itineraries and other features to help potential visitors learn more about the destination. The meetings and sports sections were also optimized to attract and inform planners
In 2024, five total CTA classes were held, certifying an additional 55 new tourism ambassadors. There are currently 203 active tourism ambassadors.
CTAs were kept up-to-date on what was happening in the community and with tourism partners. Networking events were held at Logboat Brewing Company, the Missouri Theatre, the Columbia Fire Department, Museums at the University of Missouri and more.
The CTA Program has been an asset to help the CVB reach local employees, volunteers and residents on the importance and power of tourism and its impact on the local economy.
interested in Columbia for events. The new website, combined with a more robust content planning strategy, will allow more upto-date and exciting information to reach our target audiences.
MEDIA COVERAGE & PRESS TRIPS
The Convention and Visitors Bureau completed the second year of its relationship with Turner PR, which secured multiple high-level placements for the destination. Additionally, Columbia hosted 13 media members throughout the year for both individual and group trips.
In total, 30 articles were generated with 12 of those being placed in targeted priority publications and 14 of which included at least one link to a local tourism partner.
COVERAGE HIGHLIGHTS
The Discoverer - December 2023
“5 Film Festivals for Diehard Cinephiles” Impressions - 290,310
Medium - January 2024
“Surprise Your Valentine With A Romantic Getaway” Impressions - 82,815,327
AntiMusic.com - February 2024
“Columbia, MO’s True/False Film Festival” Impressions - 17,386
IndieWire - March 2024
“Note to Documentary Distributors: These 5 True/False Film Festival Titles Deserve a Home Now” Impressions - 3,320,860
Travel + Leisure - April 2024
“15 Best Places to Travel in July” Impressions - 14,158,305
The Travel - May 2024
“8 Best Road Trips For Memorial Day Weekend” Impressions - 1,576,771
Small Market Meetings - August 2024
“Missouri Charm” Impressions - 10,000
ADDITIONAL UPDATES
I-70 BEAUTIFICATION
The City of Columbia, in collaboration with the Columbia Chamber of Commerce, and the Lochmueller Group, is working on a beautification project at the intersection of Interstate 70 and Highway 63. This effort aims to create an inviting gateway to the city as part of broader infrastructure improvements.
Missouri recently secured a $92.8 million Infrastructure for Rebuilding America (INFA) grant to enhance Interstate 70, with the rebuild of the 70/63 intersection already in progress. Local leaders, including Matt McCormick, President of the Columbia Chamber of Commerce, have urged MoDOT to prioritize aesthetics in this area, calling it a “once-in-a-generation opportunity” to improve the visual appeal of the intersection. Any additional design elements not covered by MoDOT’s plan will require community fundraising. This project lays the groundwork for future beautification efforts at other key intersections along I-70 in Columbia and Boone County.
FEASIBILITY STUDY
To facilitate planning for the future of Columbia as a destination, the Convention and Visitors Bureau contracted with CSL International, a firm based in Minneapolis, to conduct a Market and Feasibility Study for a Conference Center.
After reviewing background documents and conducting kickoff meetings, the team from CSL arrived in Columbia for a site visit. This visit included a comprehensive tour of
Columbia, which included existing infrastructure and potential build sites. Additionally, CSL was able to hold multiple focus group sessions with local stakeholders to better evaluate the multiple factors that could affect such a project. Their knowledge and expertise were extremely valuable to the process.
In 2025, the final report containing recommendations will be produced and the next steps will be considered by the CVB and community partners.
RETURN OF MSHSAA BASKETBALL
Columbia welcomed 48 of the best high school basketball teams in the state over two weekends during the return of the Missouri State High School Activities Association (MSHSAA) State Basketball Championships to Mizzou Arena. With nearly 1,700 participants and over 30,000 attendees over the two weekends, MSHSAA Basketball has a direct economic impact of over $2.5 million.
The city was able to secure this business, which had been in Springfield since 2018, through a partnership with the University of Missouri Department of Athletics and the financial support of multiple local companies that understand the value of this event to Columbia. This community support was vital to bringing the event back to Mizzou Arena. The CVB also supported the event via paid social media marketing, welcome billboards and signage, calendar features, and other promotional tactics.
SALES & SPORTS OUTLOOK - 2025
CONVENTION SALES
The Convention and Meetings Sales Team is dedicated to securing future opportunities for Columbia by targeting state, regional and national bookings through a mix of in-person and virtual sales calls. The team anticipates a substantial increase in bookings for 2025 and beyond. As of the first quarter of FY25, the definite bookings report indicates 1,252 room nights and an economic impact of $564,728.13 from meetings already scheduled.
Additional, staff are optimistic about several of the meetings that will be returning to Columbia in 2026.
Current reports show that bookings are already ahead of their target for 2025. The team is particularly successful in the association market, generating proposals from groups that have previously held events in Columbia and are eager to return. This success is further supported by effective site visits in both the association and government sectors. To enhance these efforts, the Convention & Meetings Sales Team plans to execute a compact familiarization tour in 2025.
SPORTS SALES
In 2025, the sports team will see an expanding sports market in Columbia. With the expansion of the Columbia Sports Fieldhouse, the sports team can explore elitelevel basketball and volleyball tournaments. Staff will prospect new and emerging sports markets, including futsal, gymnastics, and eSports, while looking to grow where strong support currently exists from local sports clubs in the swimming, disc golf, and rugby markets. Sports staff will begin utilizing a new platform, Playeasy, which not only helps staff explore new business opportunities but also allows for the promotion of local sporting events.
In November 2024, NAIA for the first time, hosted its Cross Country National Championships in Columbia with the CVB/ Sports Commission and Columbia College serving as hosts. This is the first of three years that the event will take place at Gans Creek Recreation Area, returning in the fall of 2027 and 2030. Planning is also underway for the 2025 NCAA Division I Cross Country National Championships. The CVB and Sports Commission will continue its successful relationship with MSHSAA, hosting championships in cross country, football, wrestling, basketball and golf in the 2024-2025 academic year. From November 2024 through November 2025, through partnership efforts of sports sales staff with Columbia College, Mizzou Athletics, and Columbia Parks and Recreation, Columbia will host at least three national governing body large-scale events within one year, between the NAIA, NCAA, and Professional Disc Golf Association.
LOOKING AHEAD
NCAA CROSS COUNTRY
CHAMPIONSHIP
In 2025, through a partnership with the University of Missouri Athletics Department, the CVB and Sports Commission will act as co-hosts for the first NCAA Division I National Championship event to be held in Columbia. Through citywide collaboration and efforts, the bid for the event was submitted in 2020 and awarded later that year. Although the event takes place in FY26, planning for the event will be spread throughout the 2025 fiscal year. The event is expected to be the largest nationally bid sporting event that the department has been involved in, and it is a testament to the CVB and Sports Commission’s strong partnerships.
When the proposal was submitted, construction of the Gans Creek Recreation Area’s Cross Country Course was incomplete. However, through the vision and collaboration of the City and University of Missouri Athletic Department, the course has since been completed and now includes the addition of permanent structures like the Athlete Pavillion and Race Headquarters Building, and large national events fill the park annually. Our facility partners at Columbia Parks and Recreation have done a phenomenal job maintaining the course and preparing each even hosted at the facility. They have also been great partners for each cross-country event we work to host in Columbia.
VISITOR GUIDE
The Conventions and Visitors Bureau will again partner with Missouri Life to produce and update the Visitor Guide. The guide
serves as the CVB’s most popular piece of printed information and is distributed across the state and the country to potential visitors. Additionally, it’s available to convention, meeting and sport attendees at dozens of events. The guide holds a combination of feature content and directory listings to help visitors find their best CoMo experience. The CVB anticipates releasing the new guide in the spring of 2025.
DMAP REACCREDITATION
The Columbia Convention and Visitors Bureau has been internationally accredited through the Destinations International Destination Marketing Accreditation Program (DMAP) since 2015. The CVB will complete its full reaccreditation process in early 2025.
The globally recognized DMAP serves as a visible industry distinction that defines quality and performance standards in destination marketing and management. To become accredited, a destination organization must demonstrate compliance with more than 100 performance standards. These standards relate to topics including governance, marketing, sales, innovation and stakeholder relationships.
FIFA 2026
In 2026, the FIFA World Cup will be coming to the state of Missouri and the Kansas City metropolitan area. The region is expected to see more than 650,000 visitors from outside of a 50-mile radius, with average stays of more than eight days. Columbia expects to see an uptick in traffic during the 26-day span in which Kansas City will host six matches. In 2025, the CVB will work with Columbia partners, VisitKC, and the FIFA 2026 KC Committee to plan for the influx of visitors to the region.
GEOLOCATION SERVICES
Datafy will serve as the Convention and Visitors Bureau’s geolocation service provider in 2025. Geolocation platforms create an opportunity to better understand Columbia’s visitors using mobile data. The platform will track where visitors originate, their length of stay, where they spend their time and other trip information.
Partnering with a geolocation platform will allow the CVB to create more specifically targeted marketing and content to reach both high-value and new potential traveler audiences.
PERFORMANCE MEASURES
WEBSITE
MEETINGS & CONVENTION SALES
SPORTS SALES
