Convention and Visitors Bureau Performance Matrix

About the Program

Category: Community and Economic Development (Best in Category)

Year: 2010

Hamilton County’s Convention and Visitors Bureau Performance Matrix is a performance Management tool developed in collaboration with the City of Cincinnati and the Cincinnati USA Convention and Visitors Bureau (CVB) to align the travel and tourism goals of all three partners in the recent renovation of the downtown convention center. The matrix pushes the CVB to manage beyond the traditional scope of tourism measurements of occupancy rates and convention bookings to implement longer-term initiatives that consider planner satisfaction ratings, planning visits, media impacts and trade show presence. In the two years since the establishment of the performance matrix in 2008, the CVB has increased its produced economic impact by 12.6 percent despite a recessionary economy. Projecting forward, the CVB has significantly increased the number of convention bookings for the years 2010 through 2016, representing almost 442,000 room nights and over $131.5 million in estimated economic impact. The matrix has ensured the successful launch of the renovated convention center and has continued to grow travel and tourism in Hamilton County despite the recent economic downturn, a trend the runs counter to that of other nearby visitors bureaus.