FEBRUARY2026
KNOXCOUNTYFOUNDATION MAJORGRANTAPPLICATION
KNOXCOUNTYTOURISM
DEVELOPMENTPARTNERSHIP
PREPARED FOR: PREPARED BY:
KNOX COUNTY
OLIVIA TOTH EXECUTIVE DIRECTOR FOUNDATION
KNOX COUNTY CONVENTION & VISITORS BUREAU
TOURISMCYCLE
TheKnoxCountyConvention&VisitorsBureauisthedestinationmarketingorganization(DMO)responsibleforpromotingKnoxCountyasan attractivetraveldestinationandenhancingitspublicimageasadynamicplacetolive,work,andvisit.Throughtheimpactoftravel,ourteam worksdiligentlytostrengthenthelocaleconomicposition,enrichcommunitydevelopment,andpromoteopportunitiesforpeopletoconnectwith theirpassions.
Understanding the tourism cycle helps our team to have oversight on our quality data, impact reports, supply chain needs and importance of tourism focused amenities and attractions.
PEOPLE COME TO KNOX COUNTY
KNOXCOUNTYCVBPROMOTES ANDINTRODUCESCOMMUNITIES
+LOCALBUSINESSESTO TRAVELERS
TRAVEL
VALUE CYCLE
TAX REVENUES, JOBS + THE POSSIBILITIES OF NEW RESIDENTS/BUSINESS
THESEVISITORSSPEND
MONEYATLOCALBUSINESSES
KNOXCOUNTYBUSINESSES
SPENDMONEYONGOODS+ SERVICESBECAUSEOFTHESE ADDITIONALCUSTOMERS
LOCALIMPACT
WHATDOESTOURISMMEANTOKNOXCOUNTY?
KnoxCountyConvention&VisitorsBureau’spromotionandmarketing,locally,state-wideandbeyond,iseffectiveat inspiringinterestintheKnoxCountyarea,growingtourismandsupportinglocalbusinessesandpartners.
Overnight Visitors to Knox County contributed a direct impact of $54.4 million (+3.0 YoY) in the last 12 months. 250k overnight visitors (+7.4% YoY) accounted for nearly 650k visit nights (+9.2% YoY)
250k OVERNIGHT TRIPS VISIT NIGHTS
Overnight trips counts the total number of separate overnight trips (i.e. trips that include 1 or more overnight stays) made to the selected region within the selected timeframe, including multiple visits by the same person (so long as the multiple visits are in separate months; Multiple visits by the same person within a given month will be counted as 1 visit). Overnight Trips are counted for visitors whose home location is at least 10 miles away.
650k
Visit Nights counts the total number of Overnight stays made by people visiting the selected region within the selected timeframe. Visit Nights are counted for visitors whose home location is at least 10 miles away (changeable via the Filters)
TOTAL VISITORS’ SPEND $54.4M
Calculated by multiplying Foot-Traffic based tourist visitations by local creditcard based transactions (average transaction size, across all spend categories).
TARGET DEMOGRAPHICS
Target demographics inform what kind of visitors we can expect to visit Knox County. We know we have the recreation and amenities to attract them and inspire them. With the right marketing tactics, visitor experiences and enhanced amenities, our impact influences repeat visits.
Their experience doesn’t need to be limited to the natural resources of Knox County. Cultural adventures such as experiences with new cuisine, performance and visual arts. Seekers of something new and willingness to jump into an experience that makes them feel connected.
eed g a cu e o e u da e
Our trails and green spaces provide the escape and adventure they seek. THE WEEKEND ADVENTURERS
THE GETAWAY COUPLES
THE MAKERS , for Supporters and lovers of the arts find our offerings unexpected and feel inspired to return.
FA Se e whole fam affordable en ex ess to mu ures thr ing. Can piv prefer to have an itinerary.
VISITORGUIDE
HOWTHINGSWORKED....
KnoxCountyConvention&VisitorsBureau’sVisitorGuideMagazinemovedtoabiennialprint productionin2020,throughapartnershipwithGreatLakesPublishing.Partofthatmodelandcontract wasfocusedonpaidpartnershipswithlocalbusinessestohavetheirbusinessadvertisedorbelisted withintheguide.
Overthelastfiveyearsourteamhasseenourvillagesgrowandtheirgoalschange.Withmorestrategic visioningavailabletoourvillagesandbusinesses,ourteamattheKnoxCountyCVBhasleadwiththe mindsetthatweareatoolkitforourcityandvillages.Themarketingandstorytellingweprovideliftsour identity,providesinfluenceandactsasamegaphonefortheworkourvillagesandbusinessesdo.With thisinmindwearefocusedonmitigatingthepastchallengesandmissedopportunities.
CHALLENGESANDMISSEDOPPORTUNITIES...
MonetaryBarriers:Smallervillagesandbusinessescouldnotparticipateintheguideduetobudget constraints.
UnderutilizedMarketingStrategy:Whileguidedbyourmediakitandfeedback,advertisersdidnot maximizetheirplacementsbyincludingtourismfocusedphotosorlinkstotheirsitesandattractions.
MisalignedObjectives:Advertisementswerenotfocusedonattractingnewvisitorsorcommunity memberstoparticipate.Goalofadvertisementwasnotclearlystated.
Format&StorytellingConstraints:SpaceintheVisitorGuideislimited,andasmallphotodoesnot dowellfortellingthestoryofsomeone'sbusiness,siteorasset.
Longevity&RelevanceRisks:Withabiennialprintproduction,iftheadvertiserwasnolongerin business,itwouldinstantlydatetheguideasatrustedpointofreference.
ADVENTUREGUIDE
OURVISION
AcoreelementofthepartnershipwouldbetheKnoxCounty"AdventureGuide"Magazine.The biennialKnoxCountyAdventureGuideisahigh-qualityprintmagazineessentialforpromotingour county'sstorytellingandattractions(formerlyknownastheKnoxCountyVisitorsGuide).
Thispartnershipwouldremovetheneedforindividualbusinessesandvillagestocontribute sponsorshipdollars,freeinguptheirresourceswhileensuringtheyreceivededicated,professional exposuretoawideaudiencethroughcoordinatedmessagingversusrelyingonindividualadstocarry thatburden.
OPPORTUNITIESANDGROWTH...
ImprovedUserExperience(UX):Acleanerlayoutwithoutadclutterallowsvisitorstofocuson curatedcontent,makingtheguidemoreengagingandeasiertonavigate.
EnhancedCredibilityandTrust:Removingpaidadvertisementspositionstheguideasan objective,expertresourceratherthanasalestool,whichbuildstrustwithpotentialvisitorsand businessowners.
StrongerBrandIdentity:AcohesivedesignwithoutcompetingadsallowstheKnoxCountyCVB totellaunifiedstoryaboutthedestination.
Modernization:Ithelpsshiftawayfromtraditional,ad-heavy"legacy"marketing,makingthe guidefeelmorerelevantinamodern,competitivetravellandscape.
ReducedClutter:Itremovesdistractions,ensuringthatthedestination'suniquetourismassets takecenterstage.
WHY?
OURCRITICALAPPROACH
Selectivelymarketing"experiences"viaintentionalstorytellingtransformsadestination fromalistofplacesintoamust-visit,emotionaljourney,drivinghigherengagementand visitorspending.Bycraftingnarrative-drivenadventuresfor theKnoxCounty AdventureGuidemagazine,wepositionourdestinationasa,memorabledestination, turningtravelersintoheroesoftheirownstories.
ATRUSTEDLOCALGUIDE
EmotionalConnection&Engagement:Movingfromsellingamenitiestoselling storiesfostersadeeper,emotionalbond,makingthemarketingmorememorable.
The"Hero"Experience:Bystructuringcontentasanadventure,wepositionthe travelerastheherointheirownjourney,fosteringadesiretoexperiencethatstory firsthand.
TargetedImpact:Intentional,curated,andlocalizedcontentresonatesonadeeper levelthangenericadvertising,reflectingtheuniquecultureofourdestination.
Differentiation:Itseparatesusfromcompetitorsbyshowcasingunique,high-value experiencesratherthanjustcommodities.
IncreasedValue:Storytellingallowsustohighlighttheuniquevalueoflocal businesses,boostingtheirvisibilityandsupportingthelocaleconomy.
THEIMPACT
HOWTHEADVENTUREGUIDECANBEUSEDASASTRATEGICMULTI-TOOL...
ECONMICENGINE& VISITORCATALYST
DirectRevenueGeneration:Itactsasthe primary"hook"toattractexternal spending,convertingpotentialvisitorsinto activeconsumersforKnoxCounty’shotels, restaurants,andshops.
Increased"LengthofStay":Byexplicitly linkingattractionsto"additionalKnox Countyadventures,"thepieceencourages visitorstostayanextranightorreturn sooner,maximizingtheirper-capita economicimpact.
TALENTRECRUITMENT& RETENTIONTOOL
QualityofLifeShowcase:Localemployers canusethisasahigh-quality"salespitch"to prospectivehires,provingthatKnoxCounty isavibrantplacetolive,notjustwork.
Diversity&Inclusion:Strategically highlightingthearea'sdiversestoriesand offeringsmakesthecommunitymore attractivetoawiderrangeofmodern professionals,aidingincompetitive workforcerecruitment.
COMMUNITYBRANDING &STORYTELLING
UnifiedVoice:Itprovideslocalswitha consistent,professionalnarrativetoshare, turningeveryresidentandbusinessowner intoaneffective"brandambassador"for thecounty.
AuthenticIdentity:BycuratingKnox Countystorytelling,theguidebuildslocal prideandensuresthattheregion’sunique heritageandcharacterarepreservedand promotedeffectively.
THEASK
KNOXCOUNTYTOURISM DEVELOPMENTPARTNERSHIP
TheproposedKnoxCountyTourismDevelopmentPartnershipwouldestablishacollaborativefundingmechanismtosignificantlyenhancetourisminfrastructure, promotelocalassets,anddirectlysupporttheeconomicvitalityofourcounty'svillagesandartscommunity.Thispartnershipwillremovetheburdenofindividual marketingsponsorshipfromlocalpartners(whichinthevillageareoftensmallbusinesses)andinthelargerareathosefundsoftencomesfromnonprofitswho alreadyhavestrappedbudgets.Thisproposedcollaborationwouldbeaninvestmentinshared,modern,andhigh-impactpromotionalplatformsthatallcanutilize.
SHAREDPROMOTION &STORYTELLING
AcoreelementofthepartnershipwouldbetheKnox County"AdventureGuide"Magazine.Thebiennial KnoxCountyAdventureGuideisahigh-qualityprint magazineessentialforpromotingourcounty's storytellingandattractions(formerlyknownasthe KnoxCountyVisitorsGuide).Therevamped AdventureGuidewouldbestrategicallyfunded through$20,000fromthesegrantfunds,coupled withthe$35,000thattheKnoxCountyCVBBoard hasbudgeted.Asabiennialguide(2026-2027),this partnershipwouldremovetheneedforindividual businessesandvillagestocontributesponsorship dollars,freeinguptheirresourceswhileensuringthey receivededicated,professionalexposuretoawide audiencethroughcoordinatedmessagingversus relyingonindividualadstocarrythatburden.
TRAILTOWN DEVELOPMENT
Anothercoreelementforthesegrantfunds ($5,000)wouldbetofacilitateTrailTown DevelopmentacrossallvillagesinKnoxCounty. Manyofourvillagessitadjacenttoorare destinationsonkeyregionalassets,suchasthe KokosingGapTrail,theMohicanValleyTrail,and theHeartofOhioTrail.TourismDevelopment Partnershipfundswillprovidefoundational supporttodevelopandimplementsignage, wayfinding,andamenityenhancements(e.g., bikeracks,publicart)inthesevillages, strategicallyconnectingthemtothetrailsand makingthemmorewelcomingforvisitors.This developmentwillbedoneinpartnershipwith Mid-OhioRegionalPlanning.
CONTRIBUTIONTOARTS &ENTERTAINMENT
TheKnoxCountyartscommunity,including galleries,theaters,studios,andculturalevents, isavitalpartofthecounty'svisitorappeal. TourismDevelopmentfundswilldirectly benefitthesepartnersbyintegratingtheir offeringsintocutting-edgedigitalplatforms andpromotionaltools.Grantfunds($15,000) willcoverthecostoftheCVB'sdatacollection andvisitorspendplatform,Placer.AI;aswellas thedigitalpassplatformBandwango.This aggregateddataprovidescrucialmarket intelligencethattheCVBcansharewitharts partners.Thisinformationallowsthemtobetter understandtheiraudience,tailortheir programming,andmeasuretheimpactof tourism-driveninitiativeswithouthavingto investintheirowncostlymarketresearch.