Visit Denver Invests Big In Event Marketing to Woo Event Planners
Photo Credit: The Denver Red Rocks pop-up installation at Chicago's "Taste of Randolph Street" food festival. Visit Denver
Skift Take
The collaboration between Visit Denver and one of Chicago's economic development agencies shows how tourism bureaus can create dynamic experiences to engage conference planners in their source markets.
Many of America's most prominent large associations are headquartered in Chicago, especially medical associations, making Illinois' capital a lucrative source for U.S. cities that are vying to attract large conventions.
Medical conventions are particularly appealing as conventions with thousands of doctors have a higher per person spend than almost any other type of citywide business event.
Traditionally, destination marketing organizations (DMOs) like Visit Denver have emphasized their urban, hospitality, and transit infrastructure in their marketing messaging targeting big international associations.
Now, however, Denver is shifting toward more experiential and event-based marketing strategies to sell a more dynamic version of the Colorado conference experience to Chicago-based event planners seeking to bigger and better attendance driver.
Last month, for example, Visit Denver installed a re-creation of its famous Red Rocks Amphitheatre in the middle of Chicago's
