HIGH POINT CVB EMBARKS ON 1O-YEAR MASTER PLAN FOR TOURISM
HIGH POINT, N.C., August 7, 2018 – The High Point Convention and Visitors Bureau (HPCVB) board has approved funding to complete a 10-year master plan for tourism. The HPCVB board accepted a bid from Jones Lang LaSalle (JLL) after reviewing the firm’s proposal and hearing a presentation at the board’s annual retreat in April 2018. The master plan will cost $88,000 and will take approximately 10 to 12 months to complete.
“The timing is right to embark on this type of plan as the dynamics in our city are broadening High Point’s tourism offerings,” HPCVB President and CEO Tim Mabe said. “Historically, the HPCVB has operated on strategic plans that have spanned about three to five years in scope. It’s time to begin thinking beyond the short term. The destination industry is changing, and we want High Point to be ready to adapt with it ahead of the game.”
JLL has worked with more than 45 tourism strategic planning clients and more than 100 convention and conference centers as well as more than 200 market research studies.
“The master plan will be a road map not only for HPCVB but for other businesses regarding how to cohesively market, package, and promote High Point as a tourism destination,” Mabe said. “JLL has a tremendous depth of understanding about the tourism industry, and as a bonus, they have a history working in High Point from when they acquired Strategic Advisory Group (SAG) back in 2016.”
In 2013, SAG recommended to the HPCVB board that its focus should be on creating consumer traffic near core city assets to promote development around tourism products such as the theatre, headquarter hotel and train depot to enhance the experience of visitors to High Point. JLL will spend the next year working with HPCVB staff and board members as well as industry partners, stakeholders and High Point citizens to create the master plan.
“JLL has a good head start on the master planning process since members from SAG are already familiar with High Point,” Mabe said. “During the last five years, we at the CVB have focused our strategic plan on transformational change. High Point is at the beginning stage of becoming a year-round tourism destination, and we need to prepare for more transactional opportunities that will come with that change.”
“The master plan is not a HPCVB plan, it’s High Point’s plan that will be inclusive of everyone in the local community,” he added. “I am confident in JLL’s ability to take the necessary steps to create a very solid master plan to guide our entire community. Stay tuned throughout the year on how to engage in this process.”
About the High Point Convention & Visitors Bureau:
The High Point Convention & Visitors Bureau (HPCVB) is a nonprofit organization whose mission is to promote and encourage economic development in High Point through travel and tourism. The HPCVB works closely with meeting planners to bring events to High Point and to enhance their experience here, providing white glove assistance with event planning tasks including registration, transportation, and coordination among various venues. These services ensure that every group event will be successful down to the last detail because we want each visitor to make yourself at home. Established by state legislation in 1984, the HPCVB is an independent 501(c) 6 nonprofit organization funded by a self-imposed three percent room occupancy tax on local hotels. No taxpayer funds – city, county or state – are used to fund the HPCVB. The Regional Visitors Center is located at 1634 N. Main St., Suite 102, High Point, N.C. For more information, visit www.highpoint.org.