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