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Johns Creek CVB lays out 2025 marketing push focused on restaurants, events and parks
Summary
The Johns Creek Convention and Visitors Bureau told the Recreation and Parks Advisory Committee its 2025 strategy will emphasize food and beverage, venues and cultural events, parks and the downtown Medley development, funded by the 7% hotel-motel occupancy tax. The CVB cited strong 2024 web and social metrics and said it will spotlight the Medley groundbreaking in January.
Kathy, director of the Johns Creek Convention and Visitors Bureau, outlined the CVB’s 2025 marketing priorities to the Recreation and Parks Advisory Committee on Dec. 18, saying the bureau’s work is funded solely from the hotel-motel occupancy tax. “We are proud to be the official destination marketing organization for the city,” Kathy said, noting the tax rate is 7 percent and that CVB funding is restricted to marketing uses.
Kathy described a multipronged approach that will front-load food and beverage promotions—CVB analytics showed dining is the No. 1 reason visitors come to Johns Creek—and will also highlight venues and events, arts and parks. She pointed to 2024 accomplishments including a campaign that helped Newtown Dog Park place second in USA Today’s top dog-park list. “With that in mind, part of our marketing for 2025, our focus is gonna be on food and beverage,” Kathy said, adding the bureau plans social campaigns, influencer partnerships, and new brochures to reach leisure and group travelers.
The CVB presented specific distribution plans for printed materials and digital outreach: three new brochures (general Johns Creek guide, Autry Mill events, and an art-tour piece) and listings at nine statewide Visitor Information Centers. Kathy shared analytics showing the new website recorded more than 18,000 new visitors and more than 35,000 page views in 2024, with Facebook reach increases approaching 192 percent year-over-year and video and contest posts—such as the dog-park contest—generating five-figure view counts.
Committee members asked whether events typically lead to overnight stays; Kathy replied it depends on the event but said the bureau seeks to convert event attendance into hotel revenue. The CVB also plans a Medley-focused feature timed to the project’s January groundbreaking and ongoing social updates as construction progresses. The presentation concluded with the CVB offering promotional items and pledging continued partnership with parks and recreation staff to promote city events and attractions.
