• New Name, Logo for Former Hendricks County Convention & Visitors Bureau

    March 06, 2013 No comments

    Seeking a relevant brand that more accurately defines its mission, the Hendricks County Convention and Visitors Bureau has changed its name to Visit Hendricks County.

    The new business name follows a trend around the tourism industry in which a handful of the roughly 70 Convention and Visitors Bureaus statewide have gone to the more streamlined moniker that better defines their mission as a destination marketing organization. Other Indiana tourism organizations to move to the ‘Visit’ tag include Indianapolis, Bloomington and Fort Wayne. A handful of other CVBs while not legally changing their name have added it to their marketing efforts.

    “We feel it sends a clear message to everyone whether it’s a visitor, industry partner or local resident that we are the agency responsible for encouraging visits to Hendricks County,” said Jaime Bohler Smith, associate director for Visit Hendricks County. “This will allow us to more effectively market and sell Hendricks County by having a brand that will go across platforms whether you are a leisure traveler, business traveler or come here with a sports or motor coach group.”

    To support the change, Visit Hendricks County will embark on a nine-month brand awareness campaign in addition to its regular summer, fall and holiday initiatives to promote Hendricks County as a destination. That brand awareness campaign includes a fresh, new logo and updates to its website, printed materials, advertising efforts and all social media outlets including the All Access Hendricks County tourism blog.

    In addition, Visit Hendricks County will conduct a re-engagement survey this month to determine from its current e-mail subscribers what types of information they would like to receive in future e-mail newsletters, the blog and other materials utilized to reach visitors.

    The changes come as the tourism industry in Hendricks County reaches all-time highs. A 2011 Economic Impact of Travel and Tourism for Hendricks County Study conducted by Certec, Inc. out of Lexington, KY, showed more than 2.1 million visitors spent $219.3 million in Hendricks County in 2011, an increase of 3.7% annually (as adjusted for inflation) from 2009. Those numbers don’t even include 2012, which broke more Hendricks County tourism records thanks in part to Super Bowl XLVI’s arrival in Central Indiana.

    “Hendricks County continues to see annual increases in innkeeper’s tax revenue, hotel occupancy rates and average daily hotel rates which are how we measure a large portion of our success,” said Emory Lencke, executive director for Visit Hendricks County. “We have seen a strong showing as we enter 2013, and with these changes not only to our name but our structure, we anticipate sustaining that positive momentum.”

    In addition to the name change, Visit Hendricks County also made slight changes to its organizational chart to support a heavier emphasis on the sales and marketing of Hendricks County. Three staff members have been promoted within the organization to Director of Marketing, Director of Sales and Visitor Services Coordinator positions. In addition, the former Community and Events Manager will transition to the Groups Manager role to better utilize the organization’s community knowledge to service and sell to the group travel market.

    “Everything we are doing is based on research that either we conduct or glean from industry data,” Smith said. “Those who have changed to the ‘Visit’ tag have seen an increase in requests for visitor information as people no longer confuse us with chambers of commerce or other community or county organizations and recognize the services we provide.”

    For more information about the new Visit Hendricks County, go to its website at TourHendricksCounty.com where you can learn about things to do in the area and sign up to receive an e-mail newsletter to keep up with all the latest happenings.

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