The Tri-Valley, California Convention & Visitors Bureau (CVB), a sales and marketing organization dedicated to promoting a five-city region in San Francisco’s East Bay, recently announced several positive results from its 2010-11 fiscal year efforts. The organization’s progressive sales and marketing tactics are attributed to the results. The CVB has also rolled out a new Three-Year Strategic Plan that positions the region as a top Northern California meeting, event, and tourism destination.

“I’m extremely proud of the great strides we’ve made during the past few years,” said Amy Blaschka, President & CEO of the Tri-Valley Convention & Visitors Bureau. “The Three-Year Strategic Plan we’ve created will allow us to build upon this momentum to further develop the destination and drive greater awareness of and revenue back to the Tri-Valley.”

The Tri-Valley CVB’s sales team reported numerous increases compared to the 2009-10 fiscal year including: a 25% increase in leads generated, 10% increase in leads booked, 31% increase in potential room nights, 19% increase in booked room nights and 30% increase in leads with room nights. The average Tri-Valley hotel occupancy rate increased 9.3% over the previous fiscal year.

The CVB also worked with host organizers at Campo Di Bocce to ensure the hotel room nights associated with the 2012 World Bocce Tournament were kept in the Tri-Valley. The World Bocce Tournament will be held at Campo di Bocce in Livermore May 19-27, 2012. The event will draw players and spectators from all over the world. With 1,800 room nights associated with the tournament, the event has a potential economic impact of $723,600.

The CVB’s online marketing efforts also resulted in positive gains for the fiscal year. With 29% more unique visitors, the organization’s website continued to be a valuable resource for meeting planners and leisure travelers. With an emphasis on social media, specifically marketing efforts on Facebook, Twitter, and e-newsletter subscribers, the team surpassed goals by 33%.

Public relations efforts resulted in press trips with travel writers and five featured stories in top publications. Progressive media relations efforts resulted in more than 900% increase in media impressions for the fiscal year and more than $755,000 in publicity value. With an energized team and a comprehensive Three-Year Strategic Plan kicking off this year, the CVB’s sales and marketing programs are aimed at positioning the Tri-Valley as a competitive meeting, event and tourism destination. The goal is to increase visitor-related economic impact to the region through these sales and marketing efforts.

“Moving forward the Tri-Valley CVB Staff and Board of Directors will capitalize on the success of the past by building relationships with organizations, associations, city partners, and the 36 hotels that fund the CVB. These relationships are vital for our future success in selling and promoting the region,” said Kevin Goebel, Tri-Valley CVB Board of Directors Chair.