With $4.5 million generated and plans to grow, the Tri-Valley Convention and Visitors Bureau shared its success stories for the 2005 fiscal year during a “State of the CVB” address at the end of August. CVB President and CEO Amy Blaschka gave the address to more than 100 representatives from CVB member businesses during a luncheon held at The Bridges Golf Club in San Ramon.
“Last year was a huge year for us,” Blaschka said, pointing to the $4.5 million the CVB generated for Tri-Valley businesses, a 13 percent increase from the last fiscal year. The CVB’s efforts brought in 9,533 booked hotel rooms, a 9 percent increase from last year, she added.
Blaschka attributed part of this growth to the proliferation of the Visitor’s Guide, which was revamped this year to include more editorial content and additional sections. There were 75,000 copies of the guide produced. The addition of the ambassador program, a program where CVB members join up with CVB staff to help spread the word about the Tri-Valley, also helped generate more interest in the area.
Of course, the CVB hopes to continue increasing the funds it brings to the Tri-Valley, and it should have help doing that in the 2006 fiscal year with the newly implemented hotel tax. A $1 a night tax on hotel rooms was added in February and is expected to raise $1 million annually for the CVB. The tax is intended to provide funding for the CVB and replace the funding it receives from city contributions.
The CVB will need the funding as it has big plans for the upcoming year, most notably a move to incorporate Danville into the organization. Currently, businesses in Pleasanton, Livermore, Dublin and San Ramon are part of CVB. It hopes to add Danville by the end of the year, Blaschka said.
Also in the works is a new database Web site with expanded member profiles that will be easier to use and track, Blaschka said.
The CVB has many sales goals, looking to generate 290 sales leads, book 140 of those leads and bring in 10,000 nights booked in hotel rooms during the year. To reach these goals, the CVB is providing “familiarization tours” for businesses in the hopes it will attract them to book their conventions in the area. CVB is also teaming up with the Sacramento CVB to promote the Tri-Valley as a travel stop between Sacramento and San Francisco.
Marketing the area as a golf destination is another angle the CVB is working this year.
“With nine golf courses in the area, we are ripe for this stuff,” Blaschka said.
The CVB markets the Tri-Valley as a destination spot for visitors, meetings and events by promoting CVB member businesses and bringing overnight visitors to the region.
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