Sandy Springs is a community rich with charm, innovation, and hospitality. Showcasing these aspects of our home is what drives the work of Visit Sandy Springs, and this document – our organization’s first-ever Annual Business Plan – will help us do that work with more focus than ever before. As the official destination marketing organization of our city, our mission is to harness the power of the tourism industry to improve the quality of life for our residents. This business plan, with its concise focus on strategic growth, community collaboration, and datadriven decision-making, represents a significant milestone in our ability to deliver on that mission.
The objectives, strategies, and tactics outlined here will guide our work for the next year. From expanding our marketing reach and optimizing digital engagement to deepening partnerships with local stakeholders, this plan provides concrete pathways that lead us to real-world, measurable success.
We are excited to build on this strong foundation and share Sandy Springs’s story with new and returning visitors from around the world.
Thank you for your continued support and partnership as we embark on this exciting new chapter together.
Sincerely,
Adam Berrios Executive Director
Visit Sandy Springs
Who We Are
Visit Sandy Springs is the official destination marketing organization for Sandy Springs, Georgia, a vibrant city in Metro Atlanta where natural beauty, culinary creativity, and business innovation come together. Our goal is simple: to celebrate what makes our community special and invite others to experience it for themselves.
At our core, we are storytellers and connectors, bringing the spirit of Sandy Springs to life through dynamic campaigns, strategic partnerships, and genuine community engagement. We highlight the experiences that define our city, from the diverse flavors along Restaurant Row and the peaceful flow of the Chattahoochee River to the dynamic energy of our City Springs district.
Connection is at the center of everything we do. We connect people to places, stories, and one another, creating lasting impressions that hopefully extend far beyond your time here. We are proud to be part of every journey that begins in Sandy Springs.
Bull Sluice Lake at Morgan Falls Overlook Park
Mission, Vision, and Values
OUR MISSION
To inspire travel and enhance the visitor experience to Sandy Springs — driving economic growth while improving the quality of life for residents.
OUR VISION
To establish Sandy Springs as a premier travel destination.
SOCIAL INCLUSION STATEMENT
Visit Sandy Springs is committed to fostering an equitable and inclusive destination. We welcome all visitors and work to ensure an open and accessible experience that reflects the vibrant spirit of our community.
CORE VALUES
Collaboration: We work together with local organizations, businesses, and residents to create a thriving community.
Integrity: Our team upholds transparency, honesty, and accountability in all efforts.
Innovation: Our team is empowered to be creative, with an emphasis on new ideas to improve the visitor experience.
Inclusivity: We embrace belonging and new perspectives.
Excellence: We establish high standards in all initiatives and services.
Brand Development & Marketing
In an increasingly competitive tourism landscape, a strong, authentic brand and focused marketing strategy are essential to elevating Sandy Springs’ visibility and appeal. This section outlines our efforts to refine our home’s identity, communicate its unique value, and engage target audiences in meaningful ways.
This year, Visit Sandy Springs will continue to build on our brand foundation while embracing new opportunities to share the city’s story across digital, print, and experiential platforms. Our marketing efforts will be datainformed, audience-driven, and aligned with organizational goals that ensure consistency, creativity, and measurable impact.
By positioning Sandy Springs as a dynamic and welcoming destination, we aim to increase awareness, inspire longer stays, and strengthen community pride. These strategies are designed to present our city not just as a place to visit, but as a place to experience.
Objective 1
Optimize marketing efficiency to maximize impact, streamline workflow, and strategically leverage time, budget, and technology.
• Tactic 3: Research and implement a centralized key performance indicator dashboard for tracking and reporting.
Strategy 3: Develop a centralized and comprehensive content calendar.
• Tactic 1: Research content calendar best practices.
• Tactic 2: Identify and adopt tools for collaborative content calendar creation and management.
Strategy 4: Boost social media and content engagement.
• Tactic 1: Create engaging social media and blog content with strong calls to action.
• Tactic 2: Strengthen partnerships with regional influencers.
• Tactic 3: Utilize user-generated content tools.
• Tactic 4: Identify and utilize tools to enhance content quality.
Objective 2
Strengthen brand identity and positioning to build emotional connections, drive loyalty, and present a consistent narrative across all touchpoints.
Strategy 1: Engage a full-service agency to evolve the current brand.
• Tactic 1: Create and distribute a request for proposal.
• Tactic 2: Evaluate request for proposal responses.
• Tactic 3: Contract with a full-service agency.
• Tactic 4: Establish strategic alignment between full-service agency and TK PR.
Strategy 2: Establish a clear and recognizable brand identity for Visit Sandy Springs.
Objective 3
Increase local awareness of Visit Sandy Springs to foster community pride and encourage community engagement.
Strategy 1: Create a resident-focused local campaign to increase advocacy for tourism.
• Tactic 1: Identify marketing opportunities to educate target audiences about Visit Sandy Springs’ sales services.
• Tactic 2: Create content around Visit Sandy Springs’ purpose and share across appropriate channels.
Strategy 2: Continue to grow and evolve Restaurant Row.
• Tactic 1: Partner with TK PR to identify additional marketing and media opportunities.
• Tactic 2: Develop a strategy to educate participating restaurants.
• Tactic 3: Partner with local businesses and community leaders to share the campaign.
Strategy 3: Leverage community events and local media for exposure.
• Tactic 1: Identify new sponsorship opportunities.
• Tactic 2: Activate public spaces and events.
Objective 4
Align sales and marketing efforts to create a unified voice.
Strategy 1: Increase collaboration between departments.
• Tactic 1: Establish recurring meetings between sales and marketing teams.
• Tactic 2: Involve sales team in content creation to align messaging and goals.
Strategy 2: Develop a meetings & events marketing campaign.
• Tactic 1: Use data tools to identify and target key segments.
• Tactic 2: Identify video and image needs.
• Tactic 3: Create an implementation timeline for the campaign.
• Tactic 4: Identify key performance indicators for the campaign.
• Tactic 5: Collaborate with TK PR to support the campaign with strategic public relations efforts.
• Tactic 6: Increase use of video and user-generated content to showcase group sales assets.
Strategy 3: Improve the quality and effectiveness of sales tools.
• Tactic 1: Research new trade show materials and promotional items.
• Tactic 2: Redesign existing trade show materials to incorporate new branding.
• Tactic 3: Identify opportunities for sponsorships at industry events.
Objective 5
Position Sandy Springs as a key destination for accessible travel.
Strategy 1: Enhance website accessibility and content for accessibility-minded travelers.
• Tactic 1: Enrich the accessible travel page with additional resources.
• Tactic 2: Collaborate with the content management system vendor during website redevelopment to ensure accessibility and optimization features.
Strategy 2: Partner with accessible-focused organizations.
• Tactic 1: Continue partnership with Wheel the World to increase Destination Verified designations.
• Tactic 2: Work with Sandy Springs Recreation and Parks Department to increase accessible recreation programming.
• Tactic 3: Collaborate with TK PR to research additional partnership opportunities.
Strategy 3: Develop marketing campaigns dedicated to accessible travel.
• Tactic 1: Research platforms dedicated to accessible travel.
• Tactic 2: Identify photo and video needs.
• Tactic 3: Develop graphic assets and messaging.
• Tactic 4: Leverage TK PR to identify influencers and journalists in the accessible travel space.
Destination Sales Strategy
This section outlines Visit Sandy Springs’ approach to attracting meetings, group travel, and event business that generates overnight stays and drives economic impact. In the year ahead, we will not only focus on bringing business to the city but also on developing meaningful performance metrics to ensure our sales strategies are informed by real-world data and drive measurable results.
A strong sales effort is built on strong relationships, not only with event planners and travel professionals, but with local hospitality partners. By deepening collaboration with hotels, venues, service providers, and the broader Sandy Springs business community, we aim to present a unified and competitive destination.
Whether through seamless event execution, personalized service, or authentic local touches, our goal is to ensure every group leaves with a positive and lasting impression—one that inspires return visits and word-of-mouth advocacy. We recognize that every sales effort is a chance to enhance the visitor experience, and we will take advantage of every opportunity to advance our mission for a better Sandy Springs.
This section details our core initiatives, key audiences, and commitment to tracking performance through clearly defined indicators.
Objective 1
Identify and establish sales key performance indicators to measure effectiveness, ensure accountability, and drive strategic growth.
Strategy 1: Define clear objectives to be measured.
• Tactic 1: Analyze historical sales productivity and segmentation data.
• Tactic 2: Engage and identify areas of opportunity with hotel stakeholders.
• Tactic 3: Research industry benchmarks.
Strategy 2: Utilize customer relationship management system to efficiently track and report key performance indicators.
• Tactic 1: Create regular activity reports.
• Tactic 2: Develop a comprehensive dashboard.
• Tactic 3: Perform monthly audits to ensure accuracy.
Objective 2
Identify and prioritize key market segments to maximize group sales opportunities and increase economic impact.
Strategy 1: Analyze historical and industry data to determine which segments generate the highest return.
• Tactic 1: Review past booking data and lead history in the customer relationship management system to evaluate performance by segment.
• Tactic 2: Use market research tools to evaluate segment potential.
• Tactic 3: Benchmark against comparable destinations to identify untapped or undeveloped markets.
Strategy 2: Conduct stakeholder and partner interviews to understand local capacity and preferences.
• Tactic 1: Collaborate local hotels and venues to assess space availability, service capabilities, and preferred business types.
• Tactic 2: Create surveys for planners and destination marketing organization partners to gather qualitative insights.
• Tactic 3: Distribute the survey and analyze results.
Objective 3
Increase group sales bookings to drive hotel room nights.
Strategy 1: Further collaboration between sales and marketing teams to ensure consistent messaging, targeted outreach, and effective promotion.
• Tactic 1: Enhance the website to provide more value to meeting planners.
• Tactic 2: Identify and develop tailored sales collateral.
• Tactic 3: Engage TK PR to pitch group sales assets to media outlets.
Strategy 2: Implement systems, tools, and internal processes to improve workflow efficiency.
• Tactic 1: Develop an account prioritization system within the customer relationship management system.
• Tactic 2: Optimize the customer relationship management system usage by standardizing data entry, lead tracking, and reporting functions.
• Tactic 3: Create templated sales materials to ensure consistency.
Strategy 3: Leverage the Group Sales Sponsorship program to increase booking conversion.
• Tactic 1: Identify advertising opportunities to target meeting planners.
• Tactic 2: Maintain regular communication with hotel partners to determine program effectiveness.
Objective 4
Enhance destination services offerings to support meeting and event success, improve the visitor experience, and encourage repeat bookings.
Strategy 1: Expand and formalize service offerings for groups to add value and differentiate Sandy Springs from competing destinations.
• Tactic 1: Create a Destination Services Manager position.
• Tactic 2: Develop a digital destination services toolkit to provide essential resources to planners.
• Tactic 3: Provide training to stakeholders regarding service offerings.
• Tactic 4: Research and implement service assets and supporting collateral.
• Tactic 5: Identify corporate social responsibility programs to promote.
Objective 5
Advance a partnership with the Sandy Springs Performing Arts Center and the City of Sandy Springs Recreation and Parks Department to increase overnight visitation.
Strategy 1: Develop collaborative sales assets and collateral.
• Tactic 1: Create group packages and promotions that can be shared between organizations.
• Tactic 2: Emphasize alignment in digital production and content creation.
Strategy 2: Implement an outbound sales strategy with the Sandy Springs Performing Arts Center.
• Tactic 1: Identify collaborative sales mission and activation opportunities.
• Tactic 2: Establish reporting tools in the customer relationship management system to better quantify partnership.
• Tactic 3: Improve workflow efficiencies for booking availability.
• Tactic 4: Develop a concession strategy tied to booking policies.
• Tactic 5: Determine hotel room night data and future thresholds.
Strategy 3: Support and collaborate with City of Sandy Springs Recreation and Parks Department to highlight unique adaptive programming.
• Tactic 1: Create accessible travel itineraries.
• Tactic 2: Attend TravelAbility Summit to promote City of Sandy Springs’ accessible programs.
• Tactic 3: Identify marketing channels to amplify City of Sandy Springs’ accessible travel assets.
• Tactic 4: Identify accessible travel data collection reporting mechanisms.
Objective 6
Strengthen relationships with local businesses to foster community support and enhance partnership opportunities.
Strategy 1: Collaborate with City of Sandy Springs Economic Development Department to engage the local corporate community.
• Tactic 1: Partner on economic development initiatives.
• Tactic 2: Utilize tourism data assets to support economic development recruitment efforts.
• Tactic 3: Uncover opportunities for sales and advocacy efforts with the local business community.
Strategy 2: Identify opportunities to build rapport with local business decision-makers.
• Tactic 1: Determine and participate in presentation opportunities at networking events.
• Tactic 2: Coordinate with local companies to present Visit Sandy Springs’ value proposition.
• Tactic 3: Partner with local association management companies to leverage customer base.
Community Engagement & Advocacy
At the core of Visit Sandy Springs’ mission is a commitment to serving both our visitors and the residents who make our destination vibrant and welcoming. This section highlights our efforts to build strong relationships with residents, business owners, elected officials, and industry partners while ensuring that tourism is recognized and supported as a vital contributor to the city’s economic and cultural future.
This year, we will strengthen our community connections through transparent communication, collaborative partnerships, and active participation in local initiatives. We will advocate for the value of tourism by showcasing a simple truth: when tourism thrives in Sandy Springs, it has a direct and measurable impact on jobs, revenue, and the quality of life of our residents.
By aligning our goals with community priorities and amplifying local voices, Visit Sandy Springs will build lasting trust and shared prosperity for every facet of our community.
Objective 1
Increase community awareness, engagement, and support for tourism by advocating for the industry’s value and fostering meaningful relationships with residents, businesses, and local leaders.
Strategy 1: Educate the community on the economic and cultural impact of tourism in Sandy Springs.
• Tactic 1: Conduct a tourism funding analysis.
• Tactic 2: Create a presentation deck and supporting collateral that highlights how tourism supports local jobs, businesses, and city services.
• Tactic 3: Present regular tourism updates at community events.
Strategy 2: Create opportunities for local stakeholders to engage with and participate in tourism initiatives.
• Tactic 1: Determine the viability of hosting an annual meeting to celebrate the impact of tourism.
• Tactic 3: Refine the extranet to include better data and resources for stakeholders.
Strategy 3: Build strong relationships with civic and business leaders to advocate for tourism-related policies and investments.
• Tactic 1: Meet regularly with city officials and partner organizations to align tourism goals with broader city priorities.
• Tactic 2: Collaborate with state and tourism industry stakeholders.
• Tactic 3: Provide talking points, data briefings, and educational materials to tourism champions.
Objective 2
Support the growth and sustainability of Sandy Springs’ tourism and hospitality workforce by promoting career pathways, fostering local talent, and connecting businesses with qualified workers.
Strategy 1: Promote careers in hospitality and tourism to students, job seekers, and the broader Sandy Springs community.
• Tactic 1: Partner with local high schools, colleges, and technical schools to deliver tourism career presentations and participate in career fairs.
• Tactic 2: Research the viability of a tourism ambassador certification program.
• Tactic 3: Create a landing page on the website that shares job openings from local hospitality businesses.
• Tactic 4: Determine the viability of an internship program.
Destination Development
Finding success as a tourism destination must happen in lockstep with systemic improvements and investments for our community. The Destination Development section of our business plan outlines Visit Sandy Springs’ role in enhancing the city’s appeal, functionality, and visitor readiness. By supporting thoughtful improvements to infrastructure, accessibility, and placemaking, we aim to strengthen the overall visitor experience while enriching the quality of life for residents.
In the coming year, our focus will include identifying opportunities for product development, collaborating with city leadership and local partners, and championing investments that align with our brand and long-term vision. Whether through beautification projects, public space enhancements, or new attractions, we strive to ensure Sandy Springs continues to grow as a welcoming, vibrant, and competitive destination.
Whenever a conversation happens about bettering our community, we want to be at the table, doing our part to shape Sandy Springs into a place that people want to live in, invest in, share, and return to.
Objective 1
Enhance Sandy Springs’ appeal and functionality as a tourism destination by identifying improvements to public spaces, visitor experiences, and tourism infrastructure.
Strategy 1: Research and identify new tourism products and experiences that align with the city’s brand and visitor expectations.
• Tactic 1: Collaborate with TK PR to further evolve Restaurant Row.
• Tactic 2: Work with the Recreation and Parks Department to craft and promote adaptive recreational packages and experiences.
• Tactic 3: Partner with the Economic Development Department and TK PR to engage the local corporate community to determine the viability of experiential opportunities.
• Tactic 4: Provide community stakeholders with destination insights and visitor data to support investment in hotel, retail, or event space development.
Strategy 2: Ensure tourism growth aligns with community values and enhances the quality of life for residents.
• Tactic 1: Participate in city planning efforts to provide a tourism perspective on development projects.
• Tactic 2: Determine the benefits of conducting a resident sentiment study.
Objective 2
Enhance the sense of place through placemaking and storytelling.
Strategy 1: Use creative placemaking and cultural storytelling to reflect Sandy Springs’ unique identity and engage visitors emotionally.
• Tactic 1: Partner with local arts organizations to identify opportunities for additional public art installations.
• Tactic 2: Re-engage Otocast technology to determine additional self-guided tour opportunities.
• Tactic 3: Incorporate storytelling elements into digital media and welcome materials to highlight local people and places.
• Tactic 4: Promote city placemaking initiatives that benefit visitors and residents.
