Published August 16, 2011
Volume 19, Number 8

Tri-Valley CVB Benefits from Hacienda's Central Location       
New Office for Convention & Visitors Bureau Allows for Greater Proximity to Stakeholders

The staff of the TVCVB enjoys spacious new facilities in the

By Nicole Zaro Stahl

Saying farewell to a long-time downtown Pleasanton presence, the Tri-Valley Convention and Visitors Bureau (CVB) is closer to its key stakeholders since relocating to new offices at 5075 Hopyard Road in July.

The CVB is an “awareness engine” designed to encourage regional economic activity, primarily by promoting overnight stays at the 36 hotel properties that meet the criteria of the Tourism Business Improvement District, which encompasses the municipalities of Pleasanton, Livermore, Dublin, San Ramon, and Danville.

“We represent the entire Tri-Valley,” observes CVB CEO Amy Blaschka. “In our new site we are surrounded by hoteliers, who are our key stakeholders. It is a lot easier to find us, and we are more centrally located.”

The reason why the CVB focuses so intently on hotels is very simple: “The longer people stay here, the more everyone benefits, and the more opportunities there are to market to them,” Blaschka says. Visitors patronize local restaurants, attend events, buy gas, go shopping--all of which contribute significantly to the local economy. Based on industry economic impact calculators, one booked hotel room night funnels $402 into the local economy, while a single day trip visitor funnels $91.

With overnight stays as one of the CVB’s main objectives, Blaschka and her sales team are constantly busy scouting for meetings, events, and other gatherings that will fill the region’s hotels. During the week, hotel occupancy skews toward business meetings or events, while weekend visitors are more leisure oriented.

Sports tournaments are a big draw. For example, the CVB recently worked in conjunction with the team at Campo di Bocce Livermore on plans to host next year’s World Bocce Championships in Livermore. Slated for May 19-27, 2012, the event will attract people from all over the world and generate 1,800 room nights among four hotels. Campo di Bocce also has a South Bay location where tournament play will take place, and the CVB worked with the event organizers to ensure that the hotel room blocks remained in the Tri-Valley area.

The TVCVB has also cultivated a long-term partnership with the Goodguys Rod & Custom Association, whose West Coast Nationals car show will celebrate its 25th anniversary at the Alameda County Fairgrounds  August 25-27.  “People come from all over the country for that show,” Blaschka relates. The Goodguys events have brought in over $539 million dollars in economic impact to the region over the past 30 years.  The transient occupancy tax collected by the hotels flows directly into city coffers, funding police, fire, parks, infrastructure—all things that ultimately benefit residents and support quality of life.

Even with a track record of significant year-over-year increases in key metrics, Blaschka is intent on fine-tuning the agency’s marketing efforts. The CVB is currently engaged in a year-long demographic and psychographic study of Tri-Valley visitors to figure out who they are, why they come here, what they like to do, and what features and amenities could boost the region’s appeal. “We’re looking to be involved in the development of the region, and it will be great to have real data to share with the hoteliers and cites,” she remarks. 

The CVB will host its 16th Annual Partnership Meeting and Luncheon at Casa Real at Ruby Hill Winery on August 24th. For more information, visit www.trivalleycvb.com or call (925) 846-8910. 

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