plan sales & marketing 2018 - s3-us-west … · commission’s 2018 integrated sales &...

SALES & MARKETING

2018PLANEXPLORE GWINNETT | GWINNETT SPORTS COMMISSION

2 3 2 0 1 8 S a l e s & M a r k e t i n g P l a n

VISITIf you build a place people want to visit.

Then, you build a place people want to live.

Then, you build a place people want to work.

And, then you are a place business has to be.

It all starts with a visit.

E x p l o r e G w i n n e t t | G w i n n e t t S p o r t s C o m m i s s i o n 4 3

MISSION

EXPLORE GWINNETTThe Gwinnett Convention and Visitors Bureau (D/B/A Explore

Gwinnett) is Gwinnett County’s official destination marketing

organization, and is dedicated to creating positive economic

impact by marketing Gwinnett County and our cities as convention,

sporting, business, leisure and visitor destinations, utilizing sales,

marketing, social media and promotion. Explore Gwinnett also serves

as Gwinnett County’s Camera Ready office, serving the film and

television industry.

GWINNETT SPORTS COMMISSIONThe mission of the Gwinnett Sports Commission (GSC) is to foster

economic development through coordinating and developing

Gwinnett’s role as a leading site for sports events involving youth,

collegiate, amateur and professional organizations.


LEADERSHIPEXPLORE GWINNETT

“Expanding Gwinnett’s destination appeal

through our convention center expansion and marketing our cities,

parks and events will be at the forefront in 2018.”

LISA ANDERS,EXECUTIVE DIRECTOR


Welcome to Explore Gwinnett and the Gwinnett Sports

Commission’s 2018 integrated sales & marketing plan. 2017 was

a strong year for Gwinnett’s hospitality industry, continuing an

upward trend over the past four years. However, in the words

of author Edmund Burke, “you can never plan the future by the

past.” 2018 promises to be an important year for Gwinnett’s

future, as our convention center district kicks off the master

plan expansion, creation of a destination entertainment district,

and addition of a headquarters hotel – all projects that will truly

elevate Gwinnett as a meeting destination.

Additionally, our cultural, sports and event facilities will allow us

to niche market Gwinnett as a multi-purpose destination. Our

combined sales & marketing efforts will be focused on creating

the broadest possible economic impact across our county.

Our destination marketing plan is truly exciting; a mix of city-

focused marketing, culinary tourism, an aggressive effort to

draw more film and television production, and an active and

engaging social media and marketing presence. We are looking

forward to creating stronger, more integrated marketing

campaigns, focusing on engaging social media, video, public

relations and creative digital marketing.

Gwinnett’s inclusivity and diversity continue to draw a growing,

international audience to our hospitality community and our

cultural draws, including BAPS Hindu Mandir, promises a year

full of opportunity.

As we look forward, we’re proud to present a plan that has

been thoughtfully researched and assembled, with the goal of

gaining an even greater marketing voice, driving new visitors to

our destination and facilities, and driving the tourism economic

engine to create economic value for Gwinnett County.

We can’t wait to get started!

Lisa AndersLisa Anders, CDME, Executive Director

Explore Gwinnett

Lisa AndersExecutive Director

Explore Gwinnett


LEADERSHIPGWINNETT SPORTS COMMISSION

“GSC is always positioning itself to promote Gwinnett as a premier sports destination for all types of sporting

events.”STAN L. HALL,

EXECUTIVE DIRECTOR


While sports have always been a favorite pastime for most of

us, the business of sports goes well beyond the activity on

the court or on the field. The noise in the arena is so exciting

but it is often the noise that most of us never hear, behind

the scenes, that allows us to continue to enjoy the wonderful

sports opportunities we have; all right here in our back yard.

The Gwinnett Sports Commission is always positioning itself

to promote Gwinnett as a premier sports destination for all

types of sporting events. Whether it is traditional, extreme, or

a trending sport, we have the facilities and knowledge that

allows us to put on the very best events possible.

With the many options, on all levels of sports that we have

available, Gwinnett stands out as a place where the word

“PLAY” has real meanaing in the “live, work and play” mantra

that we all strive for.

Go Gwinnett!

Stan L. HallStan L. Hall, Executive Director

Gwinnett Sports Commission

Stan L. HallExecutive Director

Gwinnett Sports Commission


TOURISMIN GEORGIA

Ranking in the world for feature

film and television production

1


1Ranking in the world for Feature Film

and Television Production

Tourism is the 5th Largest Industry in Georgia

Tourism represents

$60 BILLIONin economic impact

Tourism represents

of all employmentOVER $3 BILLION IN TAXES GENERATED

= 10,000 jobs= $2 billion

#1

#5

supported by tourism

450,000 JOBS

10.3%

– Georgia Film, Music and Digital Entertainment Office


TOURISMIN GWINNETT

Gwinnett issued 102 filming permits in 2017, including

Black Panther, Avengers, Ozark and Dynasty

Gwinnett Camera Ready Office

102


Without tourism,each resident would

have to pay an additional

$340in taxes to make up for lost tax revenue

12,750 JOBSdirectly related to tourism

$1.275 BILLIONin visitor expenditures

$54.88 MILLIONin state tax revenue generated

from tourism

$36.5 MILLIONin local tax revenue generated

from tourism

TAXES


HIGHLIGHTSOF 2017

Location requests handled by Gwinnett’s Camera Ready Office

160


1500 HOURS

160 LOCATION REQUESTS

27

54,500

$78.19

$55.88

4,45021% 22%

Gwinnett Tourism

Education Program

(GTEP) sessions

Gwinnett’s Camera Ready Office

handled more than 160 location

requests in 2017; anticipate more

than 175 in 2018.

Explore Gwinnett Ambassadors

clocked in over 1,500 volunteer

hours in the community.

71.6% HOTEL OCCUPANCY

Totalroom nights

booked

Increase in wedding bookings

Average Daily Rate

RevPar

Increase in international

bookings

Room nightsBooked by

Largest 2017 Convention

+3.8%

+3.8%


SALES

The Explore Gwinnett sales staff mission is to attract overnight group stays to Gwinnett County’s

hotels and facilities including the Infinite Energy Center. The sales and marketing departments

work closely to create not only group stay options, but to enhance Gwinnett’s overall destination

appeal to groups across all markets. The staff is comprised of a four full-time positions – A Director

of Sales, two Sales Managers and Sales Coordinator.

In 2018, the focus will continue to be maintaining the strong niche markets including faith-based

and SMERF, while concentrating on increasing market share in the international and association

markets. The group sales goal is three-fold: generating new group business for Gwinnett,

supporting and growing returning groups and servicing the groups to enhance the group visitor

experience.

ROOM NIGHTS

10,000

SMERF SALES MANAGER :

ROOM NIGHTS

8,000

2017 GROUP SALES MARKET GOAL:

ROOM NIGHTS37,000

DIRECTOROF SALES:

ROOM NIGHTS

17,000

INTERNATIONAL/ASSOCIATION

SALES MANAGER


OBJECTIVE: Leverage Gwinnett County’s reputation as one of the

Southeast’s “Most Ministry Minded Cities” to generate new,

ongoing mid-to-large meetings and conventions. Additional

focus will be on reviving bookings of faith-based groups that

have met in Gwinnett previously and not re-booked for future

events.

STRATEGIES:• Continue to develop strong relationships with large event

contacts from Catalyst, Orange, Forward, Passion and

Leadercast. Continue strong relationship especially with

upcoming expansion

• Attend at least two (2) existing faith conferences with

expectations of bringing new events to Gwinnett

• Host faith FAM trips for prospective faith planners, utilizing

IEC events and destination partners

• Partner with 12Stone to create a planners bureau with local

faith event planners

OVERALL SALES STRATEGIES:• Stronger collaboration with marketing

team to enhance the destination

appeal for groups including nightlife

options, group discounts and

transportation support. Increase

SMERF leads through digital

campaigns.

• Improve local hotelier and venue

outreach as a sales team through

monthly Sales Outreach Strategy

(SOS) days. Develop stronger

relationships with all venues and

hotels, education about new,

competing developments.

• Generate post tradeshow report to

determine spend, value, leads and

contacts to determine value and

future need of show.

• Focus on strengthening relationships

with organizations offering research,

insight and business (i.e. Partnership

Gwinnett, other DMO’s and third party

planners.)

FAITH-BASED

SALES


Gwinnett is the Southeast’s most diverse county, with

numerous international corporate locations and relocations.

The addition of a full-time, Mandarin-fluent sales manager

with strong connections across multiple international markets

has proven successful in tapping into the diverse international

market.

OBJECTIVE:Continue to develop Gwinnett’s reputation as inclusive,

welcoming destination for groups and companies, while also

shifting regional international events to market.

STRATEGIES:• Attend four (4) International Marketplaces to aggressive

promote and market Gwinnett as a group destination

• Host three International tour operator familiarity tours (FAM)

• Host Delta Airlines’ Chinese Tour Operators FAM as part of

launch of new direct flight from Shanghai to Atlanta

• Grow the Indian Tour market by developing student tour

itineraries and continued partnership with the BAPS Hindu

Mandir

• Continue to build on the established/new relationships within

the Chinese Market

• Continue to work closely with the Korean Community Center

to bring events to Gwinnett

• Drive more diverse overnight group rooms to Gwinnett from

surrounding county conferences

INTERNATIONAL


OBJECTIVE: Develop the state association market in conjunction with the

Infinite Energy Center, our hotels and enhanced destination

marketing.

STRATEGIES:• Use Meetings Grant as incentive to draw Regional

Conferences

• Goal of booking 2-3 new state association conferences in

2018

• Leverage our international staff/connections to draw metro

conference rooms to Gwinnett, as well as drawing new

international, diverse associations

OBJECTIVE: Develop stronger and ongoing connections with new and

relocating corporate firms, offering outreach to international

firms to assist in creating stronger hospitality partnerships

STRATEGIES:• Partner with key groups, including Partnership Gwinnett,

Georgia Dept. of Economic Development and Gwinnett

County

• Join the GO Team at Gwinnett Chamber, working with

corporate groups

OBJECTIVE: Further develop our wedding market specialist’s reputation

as the regional resource for both domestic/international

weddings. Continue to create/enhance strong partnerships

with receptive event venues.

STRATEGIES:• Continue to work with new venues to host Open House(s) to

capture couples to book in Gwinnett

• Work with two venues to host a “dream wedding event”

• Host a wedding planning workshop and train couples on

budgeting techniques, how to minimize costs and free

resources available through Explore Gwinnett

• Explore Gwinnett will create a new planners tour to educate

2-3 wedding associations

ASSOCIATION

CORPORATE

WEDDINGMARKET

SALES


OBJECTIVE: Gwinnett has a strong reputation as a reunion destination,

primarily due to Gwinnett County Parks & Recreation. New

local competition is developing (new parks/downtowns) so our

primary objective will be to create stronger partnerships with

Atlanta-based attractions, while keeping Gwinnett as the top

overnight reunion destination.

STRATEGIES:• Host Family Reunion Planning Workshops in both Atlanta/

Gwinnett venues to showcase range of metro attractions;

continue to upgrade visual/presentation and program for

workshop

• Host a tour of Gwinnett County Parks for family reunion

planners. Take a tour of the community centers, pavilions and

visit with staff at various parks, as well as Gwinnett’s different

downtowns while traveling between parks

• Host a planning workshop strictly for budgeting a family

reunion. Invite a financial and event planner to allow

reunion planners to leave with a customized budget for their

upcoming event

OBJECTIVE: Tour operators usually work with certain demographics such

as student groups, active seniors, women and couples. We will

create niche itineraries for specific tour demographics in 2018.

STRATEGIES:• Create “The Sports Fanatics Tour” which will be a three-day

tour and will encompass Mercedes-Benz Stadium, SunTrust

Park, Coolray Field, Atlanta Motor Speedway and Infinite

Energy Center Arena

• Create the “Sip and Zip Tour” which will be two days of two

zip-lines and distilleries

• Create “Historic Homes Tour” which will be three days of

visiting historic homes throughout the Atlanta area and

Gwinnett

REUNIONMARKET TOUR + TRAVEL


OBJECTIVE: Provide value-added services to meeting planners, hotels

and the IEC to enhance the client experience; provide key

administrative, research and IDSS support to Explore Gwinnett

sales team.

STRATEGIES:• Oversee the tracking/follow up of welcome bag requests, in

coordination with administrative assistant

• Pro-active Sales staff support to include: IDSS administrative

lead, training support, group history research and group

services (i.e. nametags, etc)

• Oversee post-event surveys of planners; goal of receiving

75% response rate through IDSS

• Offer onsite welcome booth and personnel to assist with

guest needs and offer visitors a memorable, informed

experience

SALES + SERVICE

SALES

OBJECTIVE: Offer cutting edge technology for lead generation, report

calculation and contact management and follow up.

STRATEGIES:• Penetrate the IDSS sales platform to maximize utilization for

both hotel partners and Explore Gwinnett; provide training as

needed

• Distribute quality ledds to hotel partners, strengthening lead

history for improved responsiveness

• Research sales tools and present best system for Explore

Gwinnett (BusinessWise, Hotelligence, etc.)

LEADGENERATION


950

2,780

1,404

2,2502,000

5,000

500

1,000

Infinite Energy Center

ChattanoogaConvention

Center

AlpharettaConference

Center

CobbGalleriaCentre

Columbus Convention and Trade

Center

TheClassic Center

GeorgiaInternationalConvention

Center

Jekyll Island Convention

Center


COMPETITIVE AND COMPARABLE DESTINATIONS

*Under construction

CITY CONVENTION CENTER EXHIBIT SPACE ROOMS

Gwinnett County, GA Infinite Energy Center 50,000 sf 950 rooms within 1 mile

Alpharetta, GA Alpharetta Conference Center 22,000 sf ballroom/exhibit; 2,780 rooms 44,000 sf total within 2 miles

Athens, GA The Classic Center 56,000 sf; 373,000 total 1,404 rooms within walking distance

Chattanooga, TN Chattanooga Convention Center 100,000 sf; 185,000 total 2,250 rooms in downtown

Cobb County, GA Cobb Galleria Centre 144,000 sf 1,500 rooms adjacent; 2,000 within walking distance

College Park, GA Georgia International Convention Center 150,000 sf; 5,000 Seat Arena* 5,000 rooms within 2 miles

Columbus, GA Columbus GA Convention & Trade Center 182,000 sf 500 rooms within 1 mile

Jekyll Island, GA Jekyll Island Convention Center 128,000 sf; 45,000 sf ballroom 1,000 rooms within 1 mile

SALES


GWINNETT SPORTSCOMMISSION


The Gwinnett Sports Commission (GSC) was founded in 2003

and serves as Gwinnett County’s official sports marketing

organization. 2017 proved to be an exciting year for the GSC,

and we anticipate hosting several new events in 2018.

In 2017, the GSC partnered with Gwinnett County Parks and

Recreation (GCPR) to purchase temporary fencing to expand

tournament options at Bethesda Park. This purchase allowed

GCPR to convert three of their baseball fields to softball,

creating a tournament-like facility and allowing GCPR to host

seven new USSSA Fastpitch tournaments.

The GSC also works closely with the Infinite Energy Center,

Suwanee Sports Academy, Georgia Gwinnett College,

Gwinnett County Public Schools and other private/public

facilities.

In 2018, the Atlanta United 2, the reserve team of Atlanta

United FC, will call Coolray Field home. The Atlanta Havoc

Arena Football team began their inaugural season in March

2018 at the Buford Arena. These two new teams join a line

up of seasoned professional teams in Gwinnett including the

Gwinnett Stripers, the Georgia Swarm, the Atlanta Gladiators

and our PGA Champions Tour event, the Mitsubishi Electric

Classic.

$4,010,994 REVENUE IMPACT

GENERATED

+17KROOM NIGHTS

41EVENTS


Increase in website users

Followers Followers Followers

+33% +12% +48%

+235%The sports commission launched a new website in May of 2017. Some of the improved features include

a news & media section, as well as a list of events. The website has seen a 235% increase in users over

the past year. One of the most visited pages of the website is the venues page, which includes profiles

for the top venues in our county.


GWINNETT SPORTS COMMISSION

EVENTS: In 2017, the Gwinnett Sports Commission partnered with

Oxford College at Emory University to host the NJCAA

Women’s Golf Championships. This event brought in 200

athletes and fans, as well as 325 room nights to the county.

The GSC continued its partnership with some major youth

events including Perfect Game (baseball), FBU (football),

the Generation Adidas Norcross Cup (soccer) and the Nike

Memorial Day Classic (basketball). New events, such as the

Mark Trail Memorial Day Meet, the Edge ATA Martial Arts

Tournament and the Big South Shootout also called Gwinnett

home over this past year.

GOALS:• To strengthen the relationship with the local high schools, in

hopes of creating more facility opportunities for events

• To engage more followers/users on social media through the

use of interactive media campaigns

• To create a larger presence in the Gwinnett community

through grassroots marketing

• To increase partnerships with local businesses through the

use of microsites and GSC sponsorship packages

• To bring in 4 new 300+ room night signature events for GSC

in 2018

• To implement plans and design process for a dedicated

tournament facility in Gwinnett

• To continue efforts in making the Mitsubishi Electric Classic a

top 5 attended event on the PGA TOUR Champions schedule


OBJECTIVE: Increase Gwinnett’s presence in the film + TV industry through

aggressive location marketing, extensive photography library,

public speaking and maintaining strong studio, production

house and industry relationships.

MARKETING STRATEGIES:• Continue to expand and update the Georgia Dept of Film

and Entertainment “Reel Scout” image library, as well as our

“Locations Hub” photography database

• Expand and increase regular speaking engagements on the

value/impact of film and TV to Gwinnett County

• Work with our city/county partners to improve

communications/resources for our location managers and

productions

• Explore Film App for Permitting Process

• Strengthen actual production image database for marketing

uses

EDUCATION: • Continue to educate/communicate with current and future

locations on importance of permitting, notifications, and

communications to ensure successful productions

• Support legislative efforts to maintain the film and TV

production tax incentive

• Expand efforts for comprehensive tracking of revenue / value

of film/TV to culminate in an economic impact report

CAMERA READY GWINNETT

REVENUE STRATEGIES: • Continue to focus on increasing permits by 10% over 2017 –

110 permit goal for 2018

• Expanding key location database for missed opportunities

(warehouse, hospital, schools)

• Increasing awareness of local industry partners for

productions – regular updating of Vendor Handbook for

studios


OBJECTIVE: Increase cultural arts as part of destination appeal, support

arts organizations and creation, and development and

implementation of new ARTS + CULTURE grant program in

2018.

STRATEGIES:• In partnership with Gwinnett County, development, creation

and implementation of a new, $200,000 grants program for

non-profit, Gwinnett County based arts organizations

• Grow “Artober” to possibly

include an educational

component for artists, increase

partnerships with marketing

savvy arts organizations (i.e.

Aurora Theatre, North Gwinnett Arts Association, etc)

• Enhance and expand arts/entertainment events and listings

on our Exploregwinnett.org website, social media and blog

posts

• High level promotion of the arts + nightlife community via

Exploregwinnett.org website and the “Explore Gwinnett”

Visitor Magazine

CULTURAL TOURISM

ART & CULTURAL TOURISM


MARKETINGCOMMUNICATIONS


MARKETING COMMUNICATIONS

OBJECTIVE: Increase public awareness and press coverage for Gwinnett as

a destination.

STRATEGIES:• Work with Laurie Rowe Communications (LRC) to develop

four (4) professional media FAM trips to generate coverage on

Gwinnett’s cities, downtowns and culinary scenes

• Continue to look for relevant awards to celebrate our

marketing efforts and programs

• Target key journalists through international marketing

coordinator to highlight/promote our Korean dining initiative,

“Seoul of the South”

• Strengthen Explore Gwinnett’s video / B-Roll library for easy

media usage

• Utilize Cision Media database to support hospitality partners

in increasing destination media coverage

• Develop bi-monthly PR reports using Cision

• Work with Gwinnett County to support the 2018 Bicentennial

Celebration

• Secure at least three pieces of city-focused PR coverage

PUBLICRELATIONS


OBJECTIVE: In partnership with Paramore, our digital agency, utilize

digital marketing as highly targeted, cost-effective method to

increase conversion-based sales leads and website traffic

STRATEGIES:• Attain an eight-point average for the weekly Love, Gwinnett e

newsletter

• Increase website sessions, users and page views by 15%

• Convert to conversion-based ads (where applicable)

• Create and execute engaging email strategies for Seoul of the

South, Artober and Burgers + Brews

• Continue to work with Paramore to optimize and update the

website based on analytics and visitor patterns

• Conversion based, multi-platform digital campaign for

Reunion, Wedding and Leisure Travel Markets, as well as

ARTober, Events Calendar and Search Engine Optimization

(SEO)

• Create collateral and landing pages to coincide and track

advertising effectiveness

ENEWSLETTER

DIGITALMARKETING

7.4Explore

Gwinnett Score

15.5%Explore

Gwinnett

60+e-newsletters in 2017

20.6%Explore

Gwinnett

7.1Community

AverageScore

15.8%IndustryStandard

7.8%IndustryStandard

My Emma

Average Open Rate

Average Click Through Rate



Number of times #ExploreGwinnett has been

used on Instagram

Number of engagements from top Instagram post

Engagements

TOP 2017 INSTAGRAM POST

Our IG page is catching the

attention of some major influencers!

INSTAGRAM

FACEBOOK TWITTER

7,500 954

+113%+10,000

Clicks on our FB content Clicks on URLs postedViews on our FB videos

Increase in engagement

Engagements

+17,000 2,500

77% 3.5M

+92,000+120%

+8,000Female audience Impressions in 2017


SOCIAL MEDIA

Followers

CURRENT: 22,936GOAL: 25,000



Followers Followers

+18% 14% 46%

INCREASE OVER 2017

OBJECTIVE: Continue to use Social Media to drive website traffic and awareness of Explore Gwinnett produced events.

EXPLOREGWINNET.ORGUsers Sessions Page Views

179,453 246,809 507,699(from Jacey’s end of year analytics chart)


STRATEGIES:• Produce weekly three-day promotional features linking

people to that weekend’s calendar of events

• Continue to share lists and round-ups from “The Latest” blog

• Create one piece of engaging, evergreen content per month

(ex: Best Brunch Spots, Dog-Friendly Patios, Top-Notch Trails)

• Also use #LoveGwinnett where appropriate to boost

community pride and support Explore Gwinnett t-shirt

campaign

• Regularly promote all Explore Gwinnett PR success via social

media

• Continue to work with Paramore to produce relevant videos

for social media

CONTENTCREATION


OBJECTIVE: Continue to evaluate and improve Explore Gwinnett collateral

and publications.

STRATEGIES:• Expand our current distribution landscape for the Explore

Gwinnett visitor magazine, while also streamlining delivery

through contracted services

• Utilize Urban Enterprises for cost effective in-person

distribution at major visitor attended events

• Create expanded Seoul of the South guide and distribute via

website, tours, hotels and participating restaurants

• Continue to post magazine stories by accomplished

journalists to the website

• Continue to work with Explore Gwinnett sales department to

ensure consistent collateral branding, as well as creation of

new Gwinnett Bridal Planner

COLLATERAL + PUBLICATIONS

Contact Malinda Foster, Director of Sales

[email protected] | 770-814-6057

ExploreGwinnett.org

Located just 30 minutes northeast of Atlanta, Gwinnett offers unique venues to exceed your event expectations.

The county is home to 100 affordable, accessible, group friendly hotels. Many hotels offer welcome receptions, free

parking, complimentary breakfasts, shuttle service, pre-check-in, luggage service and quick accessibility to all the

exciting attractions and cultural highlights in Atlanta.

SEE ATLANTA. EXPLORE

GWINNETT.Dining. Shopping. Hotels. Golf.


To learn more and purchase tickets,visit SeouloftheSouthTour.com

Seoulsouthof

the

JOIN US FOR THE 2017

MAY 13 • JUNE 24 • AUGUST 19 • SEPTEMBER 30

KOREAN RESTAURANT TOUR

PRESENTED BY

OBJECTIVE: Continue to elevate and develop Seoul of the South (SOTS)

awareness, developing Gwinnett’s regional/national destination

as ethnic dining gem and creation of engaging culinary

initiatives

STRATEGIES:• Work with Paramore on Seoul of the South (SOTS) video

• Four SOTS Tours in May, June, August and September

• Invite at least one major influencer or blogger on each SOTS

tour. Support JS Kitchen in producing an English Korean

cooking class for influencers or bloggers

• Work with Gwinnett Place CID PR firm and LRC to capitalize

on PR opportunities

• Continue to promote SOTS blog as a resource for learning

about Korean culture in Gwinnett

• Continue to promote SOTS via State Culinary Guide, events,

website and social media

• Continue to educate relevant hotels on Korean food offerings

for hotel guests

CULINARYTOURISM


GWINNETT TOURISMEDUCATION PROGRAM


OBJECTIVE: The Gwinnett Tourism Education Program (GTEP) is

Explore Gwinnett’s hospitality education program,

designed to educate and elevate our hospitality partners

knowledge and understanding of Gwinnett’s downtowns,

attractions, entertainment, parks, history and heritage. More

knowledgeable industry professionals will provide a more

memorable visitor experience, as well as increasing awareness

of tourism in Gwinnett.

STRATEGIES:• Complete overhaul and re-targeting of e-mail database

• Conversion of GTEP database to the IDSS platform

• Utilize Explore Gwinnett’s marketing communications

department to enhance marketing through social media,

press releases and enhanced outreach

OBJECTIVE: Strengthen and enhance programming, speakers and

partnership development for GTEP

STRATEGIES:• Research other high-level CVB Hospitality Education

Programs to incorporate best practices, new programs,

tiered programs and other initiatives (one-on-one meetings,

conference call, other program attendance)

• Attend IDSS Training and Disney Institute of Training

• Meet with other high level training/leadership programs to

leverage potential speakers or partners (i.e. Glance Gwinnett,

Leadership Gwinnett, GLOW Gwinnett or others)

OBJECTIVE: Strengthen ongoing planning for program

STRATEGIES:• Target list of “goal,” high level speakers

• Craft detailed GTEP line-item budget

• Create/distribute survey for feedback from attendees/

graduates

GWINNETT TOURISM EDUCATION PROGRAM


BOARD OF DIRECTORSGwinnett Convention and Visitors Bureau

BOARD MEMBERS

Richard TuckerChairman Arlington Capital, LLC

Marcy AdamsVice-PresidentOperationsCrestline Hotels

Lynette HowardGwinnett CountyBoard of Commissioners

Bert Nasuti Secretary Thompson O’Brien, Kemp and Nasuti, P.C.

OFFICERS

Tommy HughesHughes Properties

Tom Martin

Dr. Daniel KaufmanCEO/President,Gwinnett Chamber

Norberto SanchezCEONorsan Group

Dr. Mark NewtonHospitality Consultant

Col. Art RillingEmeritus

Laura GramsAssistant Vice-President, Leadership and Organizational DevelopmentHCA Healthcare

Beth Hilscher City Council and Mayor Pro-Tem, City of Suwanee

Jace BrooksVice Chairman,Gwinnett County Boardof Commissioners


Gwinnett Convention and Visitors Bureau +Gwinnett Sports Commission

Maurice OdomsWedding/Reunion Marketing SpecialistExplore Gwinnett

Suzanne CorbinAdministrative AssistantExplore Gwinnett

Lisa AndersExecutive DirectorExplore Gwinnett

Stan L. HallExecutive DirectorGwinnett Sports Commission

Malinda FosterDirector of SalesExplore Gwinnett

Cricket Elliott-LeeperEducation DirectorExplore Gwinnett

Susan Dargis Marketing CoordinatorExplore Gwinnett

Victoria J. HawkinsMarketing Communications DirectorExplore Gwinnett

Sondra Thomas-MooreOperations ManagerExplore Gwinnett

Preston WilliamsChief Executive OfficerExplore GwinnettInfinite Energy Center

Leigh Hooten Sales ManagerGwinnett Sports Commission

Bianca AdamsExecutive AssistantGwinnett Sports Commission

Kami LanghorneMarketing CoordinatorGwinnett Sports Commission

Sarah ParkInternational MarketingCoordinatorExplore Gwinnett

Anne ChenInternational/Association Market SpecialistExplore Gwinnett

Jessica WhittingslowMarketingCommunications ManagerExplore Gwinnett

STAFF

6500 Sugarloaf ParkwaySuite 200, Duluth, GA 30097

exploregwinnett.org | Gwinnettsportscommission.com 1-888-GWINNETT

plan sales & marketing 2018 - s3-us-west … · commission’s 2018 integrated sales &...

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