by Michael C. Lowe | November 24, 2010

The San Francisco Convention & Visitors Bureau will change its name to the San Francisco Travel Association on Jan. 11, 2011, as part of an organizational change. The Centennial Project aims to prepare the organization to meet the challenges expected in the next 100 years and will include strategic planning, technology planning, visitor research, convention sales benchmarking and process assessment, organizational realignment, membership restructuring and branding.