Visit Tri-Valley (VTV) is a destination marketing organization that powers the local tourism engine by marketing the Tri-Valley as a single destination to potential visitors. VTV's goal is to increase sustainable economic impact to the Tri-Valley by making it recognized as a desired destination for overnight visitors. The organization raises awareness of the region by marketing to California residents, out-of-state Americans, and international tourists. VTV is funded via assessments on occupied hotel rooms in Pleasanton, Livermore, Dublin, and Danville.

"We are the Tri-Valley's marketing agency for the hospitality industry," says Tracy Farhad, President and CEO, who joined VTV six months ago. "Our organization works tirelessly to promote the region through advertising, social media, positive press, and awareness campaigns. We also pitch to meeting and event planners, specifically sporting events. From Little League to USA Weightlifting and inbetween, these events bring hundreds of attendees spending multiple nights."

One challenge faced by Visit Tri-Valley is that the name of the region does not tell visitors where it is located. However, that challenge is one the VTV team has come to embrace, according to Farhad. "We know that once we can get a tour group, sporting event, journalist, or influencer to pay us a visit, they always make a plan to return."

Thanks to VTV, the Tri-Valley has become known as a sports event destination by utilizing existing school and city facilities. The organization also works to attract much-needed weekend and off-season group travel to the area. The organization's success could be seen last year in the 1.57 million visitors to the region. In total they spent $723 million in the area and supported 6600 hospitality jobs.

Tourism is an important economic driver in the Tri-Valley, and the pandemic has taken a huge toll on the hospitality industry, according to Farhad. To help support local hotels, Visit Tri-Valley gave each property a gift of an annual membership with the California Hotel & Lodging Association. As new members of the association, local hotels can now apply to the association to become Covid-19 "Clean & Safe" Certified, a designation that guests should find reassuring.

"We knew our thirty-eight hotels needed all the extra resources, education, advocacy, and marketing they could get," she says. "VTV's initiative is to get as many of our hotels certified so we can proactively welcome back guests to the Tri-Valley with confidence."

At the center of VTV's mission to drive business to local restaurants, hotels, attractions, and cities, is the overarching goal to shine a light on what makes the region unique and desirable for both visitors and locals, notes Farhad. "Tax dollars from visitor spending not only create jobs and add revenue for essential city services such as infrastructure and personnel but also keeps Pleasanton thriving as a culturally diverse destination for future generations."

The organization promotes all events that might be of interest to visitors, from happenings at the fairgrounds, in the wine country, at the museums, and more. One particular aspect of the Tri-Valley has become especially popular, says Farhad. "Everyone seems to love our trails. We have the award-winning Tri-Valley Ice Cream Trail, the Tri-Valley Caffeine Trail, our beautiful natural trails, shopping trails, wine trails, and our very latest up-and-comer, the digital debut of our very popular Tri-Valley Beer Trail. There's something for everyone to enjoy, and we celebrate this all year long."

For more information about Visit Tri-Valley, please visit www.visittrivalley.com.