Charlottesville City Council Looks at Marketing, Rebranding - NBC29 WVIR Charlottesville, VA News, Sports and Weather

Charlottesville City Council Looks at Marketing, Rebranding of City

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Rebranding the city of Charlottesville was on the agenda at Monday's City Council meeting. Tourism and exploring ways to market Charlottesville staples was a big part of the discussion.

We were able to get a look at the latest marketing efforts from the Charlottesville-Albemarle Convention and Visitor's Bureau. Payne, Ross, & Associates has taken on the task of rolling out the bureau's refreshed brand.

Monday, the agency said the goal is to have people stay longer and spend more money and brand the region as an easy-access getaway especially for those in the DC area, highlighting wineries and the many activities such as skiing, hiking, and biking that can done within a short distance.

The agency wanted to extend the marketing campaign to include the county to take advantage of a broader region. The group wants to also incorporate major festivals into the campaign such as the Look3 Festival.

The council decided to send a group to Austin, Texas to see how that community has grown its technology sector and entertainment scene.

Susan Payne with Payne, Ross, & Associates said, "Our goal is to go back to the initial idea of more people staying longer, spending more and if they know they can spend one more day in Charlottesville and visit a vineyard and spend the night, we will package this for them and increase our traffic to the website."

George Benford, who supports the Austin trip, said, "The university is such a major player in their community as it is in ours, music is such a major scene which we are becoming. Festivals are a major scene, South by Southwest is an example that in the last 15 years has grown to now where it's a four to five day event bringing in more than a million people a year to the city of Austin."

Moving forward, council members wanted to see more diversity in the marketing campaign. Two councilors and a staff member will go to Austin from February 26 - 28. Council also approved having a steering committee to work with consultants to determine the viability of a market district.

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