Creating a Destination Brand to Maximizing the Visitor Economy and Fuel Economic Development

3:30 PM - 5:00 PM

The visitor economy has been proven to be a catalyst for more traditional forms of economic development and it starts with understanding your destination’s brand. For the past nine years, the Charlotte Regional Visitors Authority (CRVA) has been promoting the Charlotte region as a visitor destination, through the ‘Charlotte’s got a lot’ brand. Advertising efforts not only raise the destination profile and positively change perceptions of Charlotte, but those dollars directly generate new visits and visitor spending. At the same time, the city and its economic development partners have leveraged different brands to promote the Charlotte region. By collectively understanding and delivering on the community’s brand promise, the region stands stronger, more unified and faces its competitive challenges in a more cohesive and strategic fashion. Mike Butts and Gina Sheridan will walk you through the 18-month journey of evolving the work of the CRVA’s results-driven destination marketing into the creation of a collaborative place brand, giving you tips and strategies you can use at home.


  • View full profile for Laura WhiteLaura White Director of Communications - Charlotte Regional Visitors Authority
  • Mike Butts Vice President of Sales - Charlotte Regional Visitor Authority




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