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Chamber/CVB outlines marketing push, hires destination marketing director
Summary
Johanna Allen, representing the Mitchell Chamber and Convention & Visitors Bureau, introduced new destination marketing director Libby Spicer and described regional marketing campaigns, a Visit Mitchell website and app, and strategies to boost overnight stays and local spending.
Johanna Allen of the Mitchell Chamber and Convention & Visitors Bureau told the Sports & Events Authority that the CVB has hired Libby Spicer as destination marketing and community relations director and is focusing on campaigns to increase overnight stays and local spending.
Allen said the CVB targets regional markets (Minneapolis, Kansas City, Omaha) rather than Mitchell itself, and produces the annual "Mitchell Guide to Everything," digital and broadcast advertising, and the Everything Mitchell app. She described a $40,000 co‑op marketing investment that the state matches to create an $80,000 campaign, and noted a recently refreshed Visit Mitchell website. Allen said the CVB will pilot bus‑tour add‑ons to keep tour groups in Mitchell longer and highlighted that current campaigns have driven improved hotel occupancy and entertainment funding this year.
The board asked about funding sources and staff confirmed CVB activities are supported by the city's entertainment‑tax revenue; the presenter clarified none of the CVB marketing shown in the packet came from BID (Bid District) funds or SCA bid‑hotel funds.
Allen said the CVB will track outcomes and can report back on whether bus‑tour add‑ons increase overnight stays; she offered to return with follow‑up data after implementing pilots.
