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Visit Fairfield turns 20 years old
The Visit Fairfield Convention & Visitors Bureau recently celebrated its 20th anniversary as a community development organization and champion for promoting Fairfield as a must-visit destination.
Since its establishment in October 2003, Visit Fairfield CVB has distinguished itself through its innovative approach to community development and steadfast dedication to promoting Fairfield as a tourism destination.
Formed in 2003 as part of the Chamber of Commerce, Visit Fairfield has gone through several important changes over the years. The organization separated from the Chamber in 2007 and relocated to the Fairfield Arts & Convention Center building. While remaining separate organizations, Visit Fairfield and the Fairfield Arts & Convention Center shared a director for many years, until 2020.
Terry Baker, Executive Director of Visit Fairfield noted that “2020 was a pivotal year for the organization. We conducted a soft re-brand and began to modernize the CVB, making use of new data, new tools and a new consumer attitude toward travel.”
With annual direct visitor spending reaching nearly $20 million in Jefferson County, the tourism industry stands as a cornerstone of Fairfield’s local economy, making it an industry worth preserving and growing.
Over the years, Visit Fairfield CVB’s mission has been to attract visitors to the area and have a positive impact on the local economy. While that mission has not changed, how that mission is accomplished has. In the beginning, CVB efforts focused on events and group tours. But today the evolution of the traveler means big changes in how the CVB functions.
“Our visitor market includes not only groups but also people who are traveling for fun and work,” noted Baker. “We are also seeing a growth in remote workers and know that our marketing efforts influence the influx of new residents as well.”
Some of the biggest changes in the last 20 years include the scope of work done by Visit Fairfield. While Visit Fairfield's roots lie in marketing, its mission isn’t just about marketing anymore — they've embraced a bigger goal making Fairfield a truly amazing destination by looking at the community’s tourism product, overall appeal, destination image infrastructure, services and access
Baker noted; “We continue to look at Fairfield through the eyes of a visitor. We consider how the tourism product (shops, restaurants, hotels, and attractions) can be improved to make the destination more attractive. Often, what makes our community attractive for visitors is the same thing that residents love as well.”
Some of Visit Fairfield CVB’s programs and strategies include:
Innovative Social and Digital Media Use:
Visit Fairfield CVB has led the way in harnessing the power of social and digital media, creating dynamic connections between Fairfield and it’s audience. Through engaging content and interactive platforms, the organization has amplified Fairfield's presence on the digital stage.
Brochures Showcasing Fairfield's Rich Assets and Events
Multiple brochures have been created to showcase Fairfield's diverse assets and vibrant event calendar. These brochures serve as invaluable resources, offering visitors a comprehensive guide to all that Fairfield has to offer. The creation of an award-winning visitors guide stands as a testament to Visit Fairfield CVB's commitment to excellence.
National Exposure Through Print Advertisements and Travel Articles
Visit Fairfield CVB's influence extends beyond local borders, with extensive print exposure across Iowa and the USA. Through strategically placed advertisements and compelling travel articles, Fairfield has been positioned as a must-visit destination for travelers from coast to coast.
Signature Events
From the joyous festivities of Shop & Be Merry to the delectable delights of Restaurant Week, Visit Fairfield CVB has curated signature events that make Fairfield memorable.
Community Development
Visit Fairfield CVB has championed community development through visionary initiatives, conducting comprehensive visioning sessions and downtown surveys. These efforts have laid the foundation for a prosperous and thriving Fairfield.
Strategic Partnerships Across Local, Regional, and State Organizations
Visit Fairfield CVB's commitment to collaboration is exemplified through strategic partnerships with local, regional, and state organizations. These alliances have amplified Fairfield's influence and facilitated the realization of collective goals.
Representing Fairfield at Travel Trade Shows
Visit Fairfield CVB has proudly represented Fairfield at prestigious travel trade shows, showcasing the city's unique offerings to a regional audience. These endeavors have opened new avenues for tourism and economic growth.
Event Calendar Website
The creation of a centralized event calendar website hub, www.fairfield365.com, addresses the community's need for a one-stop destination to discover upcoming events.
Hotel Study
Visit Fairfield CVB, along with the City of Fairfield, has funded a pivotal hotel study, laying the groundwork for the establishment of a new hotel. This initiative reflects the organization's forward-thinking approach to shaping Fairfield's future as a premier destination.
Differentiating Visit Fairfield CVB
What sets Visit Fairfield CVB apart is its ability to connect leisure, business, and group travelers with Fairfield's distinctive brand narrative and unique experiences.
“One of my greatest joys over the last 3 years has been watching the steady growth of visitor traffic in Fairfield.” said Baker. “But this increase doesn’t happen on its own. It takes dedicated resources, vibrant local businesses and services along with the repeated telling of the Fairfield Story that contributes to increased visitation and the attraction of new residents.”
Visit Fairfield CVB's many efforts, such as marketing, community outreach, events, and planning for the future, are all focused on making Fairfield a desirable The organization's dedication to promoting Fairfield, improving visitor experiences, and leading the way has driven two decades of growth and success.
