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Chamber and CVB highlight marketing gains, $70M sports impact and 2026 campaign
Summary
The Branson Lakes Area Chamber and CVB presented their 2025 year‑end report: a new 'Where My Heart Sings' campaign, Hallmark buys and connected TV placements, a website relaunch, and sports sales that the CVB estimates generated about $70 million in economic impact from 42 events. Chamber leaders urged continued investment in sports infrastructure.
Pam Yancey, who led the introduction, and Heather Herman, chief marketing officer, presented the Branson Lakes Area Chamber and Convention & Visitors Bureau report outlining marketing and sales results for 2025 and priorities for 2026.
Highlights noted by the CVB team included a new three‑year creative campaign, direct purchases of Hallmark airings to avoid agency commission, a website relaunch and enhanced tracking that ties ad impressions to visits. Heather Herman said national media placements — including a Today Show segment and Fox and Friends — produced roughly 7.2 million impressions with an advertising equivalency of about $1 million.
On sports tourism, the CVB reported it supported 42 sporting events in 2025, which it estimated generated roughly $70 million in economic impact, a 19% increase over the prior year. The sales team attended trade shows, generated leads for meetings and conventions, and launched student and faith‑based outreach efforts. The CVB also briefed the board on upcoming events connected to Branson’s 250th celebrations and on ongoing mural and downtown beautification efforts.
Board members asked about measurement, the student event wristband program, and how the CVB’s efforts align with city economic goals. The CVB said it uses digital pixels and dashboard tracking to follow ad performance and visitor leads, and emphasized the team’s focus on repeat visitation and fiscal accountability in marketing buys.
No formal vote was required; the board thanked the chamber and CVB staff for their presentation.
