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Williamson County CVB presents community research and Visit Franklin brand to Spring Hill board
Summary
The Williamson County Convention & Visitors Bureau presented community research and an overarching Visit Franklin brand position, highlighting strong local pride and shared heritage across the county and Spring Hill's role in that identity.
Maureen Thornton of the Williamson County Convention & Visitors Bureau presented research and a brand framework to the Spring Hill Board of Mayor and Aldermen during the Feb. 3 work session.
Thornton said the CVB is beginning monthly reporting to the city on tourism metrics (occupancy tax collections, short‑term rental data and visitor tracking) and that a Spring Hill–specific hotel data segment will become available after sufficient hotel inventory reports. The presentation summarized community research conducted across the county that included listening sessions (more than 60) and a resident survey. Thornton said respondents strongly associate Williamson County with historic downtowns and history (98 percent in the survey) and reported high levels of pride (about 71 percent very or extremely proud in the countywide sample).
The CVB presented a positioning statement and brand values led by a “power of community” theme and said the consumer facing tourism brand will continue to lead with the Visit Franklin identity while reflecting all participating communities, including Spring Hill. Thornton said the research prioritizes aligning messaging so visitors feel welcomed to the broader area while local communities see themselves reflected in marketing.
Why it matters Thornton said aligning the regional brand helps market the county’s collective tourism assets and supports local businesses and events. The CVB described the approach as collaborative and emphasized that Spring Hill is included in the Williamson County “plus” area (the county plus portions of Spring Hill in an adjacent county).
Ending Thornton invited questions and said the CVB will continue to share monthly and quarterly data with the city; board members thanked the presenter.
