Marketing
From your Marketing Team
This past year, Concord saw an increasing connection to community, business and events. We welcomed locals and visitors back to the Spring Brews Festival. 4th of July, Music & Market and Concord Pavilion. We celebrated Concord son and Jazz legend, Dave Brubeck with a stage dedication in his name and a concert from his sons. The Concord Jazz Festival thrived with 5 music-filled days offering something for everyone. Signature events like Jazz in the Park and Java and Jazz brought out music enthusiasts who were happy to be experiencing these moments together again.
Creative Concord introduced nine eye-catching murals throughout the city as well as a month-long celebration of arts including our very own Blue Devils.
We saw a significant focus on Concord from media and influencers for Comfort Food Week and the award-winning Concord Taco Trail. A new partnership with Family Giving Tree and their annual backpack drive brought tremendous support from local businesses, NBC Bay Area, NBC Sports, Telemundo and KCBS.
Travel writers brought attention to Concord in stories and podcasts focused on Concord restaurants, activities and art. There is an attraction for these writers and their followers to Concord as a community with a hometown feel, full of memorable experiences but without the enormous crowds. And there are experiences that stand out like hiking or hang gliding off Mt. Diablo, taking in the thrills and fun at Hurricane Harbor or shopping, then ice-skating at The Veranda!
We’re excited to see the impact of this growth and awareness leading us in the year ahead. We will continue to market the vast variety of indoor and outdoor experiences, inviting everyone to think of Concord first for dining out, day out with family or friends, staycations, meetings and more.
Vision
Concord is a true Northern California original and recognized as a travel destination to explore the unique experiences of our city, the San Francisco Bay Area, and the Northern California region.
Mission
To promote Concord by increasing the awareness and enhancing the image of our city's distinct assets and amenities.
Visit Concord Roles
- Curator of Content
- Tourism Data Facilitator to Visitor Economy
- Brand Ambassador for Concord
- Create Tourism Demand for Concord
- Drive Business to Hotels
Key Accomplishments
Key Strategic Pillars
Visit Concord In The Public Eye
Visit Concord works with 50+ publications, plus travel writers, bloggers and influencers, throughout the year.
Learn more here.
Strategic Priorities
RECOVERY / REDEVELOPMENT
Strategy: Implement in Phases
Adjust target markets, messaging and timing as situation evolves.
Tactics:
- Inspire desire - Create videos and other visually compelling content to attract interest
- Proactively reach out to meeting planners with assistance and friendly support
- Implement and share visitor economy data
INCREASE BRAND AWARENESS
Strategy: Brand Awareness
Drive awareness, consideration and visitation to Concord.
Tactics:
- Create compelling content, photography, destination guides and other collateral
- Develop videos to leverage brand our brand message
- Leverage brand identity and creative assets to encourage brand engagement
GROWTH DEMAND FOR DESTINATION
Strategy: Advertising
Develop a strong advertising campaign to define the destination of Concord while driving awareness, consideration and visitation of Concord.
Tactics:
- Support new brand identity
- Increase outreach to meeting professionals via digital
- Develop seasonal/quarterly campaigns
LEAD DESTINATION DEVELOPMENT
Strategy: Destination Development
Influence destination decisions that impact tours or the visitor experience.
Tactics:
- Work with partners to highlight impact of tourism for the community
- Target key planners in market
- Provide partners with content and collateral to promote destination/attraction
STRENGTHEN AND GROW OUR PARTNERSHIPS
Strategy: Community Relations
Maintain strong presence in the community while presenting partners with new opportunities.
Tactics:
- Engage with key community partners to maintain relationships
- Provide updated news through regular partners communication
- Educate the community about the importance of local tourism advocacy and the economic importance of tourism
FINANCIAL ADAPTABILITY
Strategy: Fiscal Recalibration and Innovation
Ensure Visit Concord operates within parameters of downsized budget.
Tactics:
- Create spending plan to fit new operating budget, make cuts and adjustments throughout
- Find creative ways to maximize efforts within budgetary restrictions
- Pursue new revenue sources, i.e., sponsorships, advertising, merchandise
Campaigns
Concord Jazz Festival
Concord Taco Trail
Comfort Food Week
Contra Costa County Beer Trail
Contra Costa County Beer Trail Recap
Creative Concord
Outdoor Adventure
