The Dallas Convention & Visitors Bureau has officially changed its name to VisitDallas. President and CEO Phillip J. Jones announced the move at the organization's annual meeting yesterday.
"Dallas is catching on, and we must discover the social currency and triggers that will make Dallas a must-visit destination," Jones said. "We are within reach, but we have more work to do. This is an exciting time for Dallas as the product and brand continue to grow and evolve, and our name should, too."
The organization said the new name better represents the city's growing reputation as a leisure destination, not only as a city for business meetings and conventions. The name was unveiled along with a new logo.
"It's so much easier to say. It means so much more to our customers. It tells our story better and maintains the brand equity we have all worked so hard to grow. And it represents the welcoming, polished, vibrant and sophisticated city that we are today," Jones said. "It's an invitation!"
The destination marketing organization also has created a new customer-experience department to be led by the new chief experience officer, Renee McKenney, who comes to the DMO from her most recent post as national sales director for Disney Destinations.
"We needed to create a renewed, reenergized and resounding focus on making our organization the best in the business by creating the highest level of customer experience, both on the meetings and conventions side and for our leisure travelers, too," Jones said. "We want our customer service to be recognized as superior to other destinations."
Last year, 25.7 million people visited Dallas for a total economic impact of $7.6 billion; the tourism industry supports one out of every 20 jobs in the area.