Meeting News - January 28, 2008 - (Page 12) CVBs Jacksonville, FL—In a move to capture a bigger portion of multicultural meeting revenues and boost low-season blues, Visit Jacksonville has formed an advisory board to guide several new diversity initiatives aimed at the meetings market. The board, to be chaired by Jacksonville city councilwoman Mia Jones, consists of nine political, industry, and business leaders within the community. TJ Jackson, multicultural accounts director for Visit Jacksonville, created the proposal to form the board and pulled charter members from interested partners that were already involved with Visit Jacksonville’s marketing efforts, such as the local Asian American Alliance and the African American Chamber of Commerce. The advisory board will guide Visit Jacksonville as it launches new marketing campaigns, exhibits at targeted trade shows, and develops new multicultural collateral materials. Its goal for the first year is to increase visibility in culturally diverse markets and boost multicultural group bookings by 20 percent. Currently, such groups number about 30 annually, representing more than 22,000 total room nights. According to Visit Jacksonville statis- Edited by Elizabeth West elizabeth.west@nielsen.com Visit Jacksonville Makes Move for Multicultural Meetings Local leaders form advisory board to guide new initiatives; hotel community hopes to augment low-season revenues Jacksonville pushes value dates for multicultural groups.
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