Initiative: Ensure Staffing and Performance Accountability

Milestones

• Utilize multiple channels to source candidates for key leadership positions. | Target date: June 30, 2026
• Continually improve the operations at the VB Convention Center, Sports Center, and guest service facilities to ensure ongoing success. | Target date: June 30, 2026
• Ensure all staff are aligned with and actively support the Convention and Visitors Bureau (CVB) mission to maintain a high-performing and efficient work environment. | Target date: June 30, 2026
• Enhance the visitor experience with improved information centers and online resources. | Target date: June 30, 2026

Performance Measures

• Sales quarterly performance numbers.
• Mailings/contacts/etc.
• Convention center numbers/sports center numbers/etc.

Initiative: Conduct Research and Complete Studies on Performance

Milestones

• Work with consultant on return-on-investment studies. | Target date: June 30, 2026
• Conduct in-house studies on Central Beach District. | Target date: June 30, 2026
• Receive Smith Travel research reports on an ongoing basis. | Target date: June 30, 2026
• Conduct annual overnight visitor profile. | Target date: June 30, 2026

Performance Measures

• Event return on investment studies: attendee counts, investment, return.
• Tourism economic data: number of visitors, jobs, spending, total economic impact.
• Overnight visitor profile data: household income, origin markets, things to do, etc..
• Smith Travel Research data: occupancy, revenue per available room, average daily rate.

Initiative: Plan and Execute a Well-researched, Creative, and Effective Marketing/Media Outreach Campaign

Milestones

• Launch ongoing marketing campaigns. | Target date: June 30, 2026
• Develop and distribute high-quality promotional materials (brochures/videos). | Target date: June 30, 2026
• Build and strengthen relationships with regional and national partners to promote and support tourism initiatives. | Target date: June 30, 2026

Performance Measures

• Interactions from online searches and social media advertisements.
• Click-count for sports, group tours, meetings/conventions (website traffic).
• Content marketing and advertising: social videos, blog page views.
• Google Analytics of videos.
• Paid media performance: paid searches, paid social, digital + digital out of home (OOH).
• Earned media.

Initiative: Promote and Ensure the City as a Prime Event and Festival Location

Milestones

• Conduct event surveys including but not limited to participant and business satisfaction, citywide community sentiment, and demographics. | Target date: June 30, 2026
• Determine the total economic impact of City-sponsored events surveyed. | Target date: June 30, 2026
• Establish total time accounting for event support city staff and average deal closure cost. | Target date: June 30, 2026

Performance Measures

• Number of new events at the Resort.
• Time accounting for event support city staff.
• Average deal closure cost (time, staff support, city financial support from lead to deal).

Initiative: Implement Strategic Improvements and Innovative Strategies in the Resort Area

Milestones

• Support City departments on TIP-funded budget expenditures and Resort Area improvements. | Target date: June 30, 2026
• Monitor the progress and status of the Resort Area Strategic Action Plan maintenance and improvement projects. | Target date: June 30, 2026
• Oversee the progress of the Regional Access and Mobility Plan (RAMP). | Target date: June 30, 2026
• Improve access to business opportunities, enhance communication about conducting business in the resort area, and provide information on grants and incentives. | Target date: June 30, 2026

Performance Measures

• Number of open versus closed calls for service tickets in the Resort area.
• Number of homeless engagements.
• Hampton Roads Transit ridership.
• Microtransit modes and counts.
• Bicycle and Surry Rental counts.
• Bike path counts.

Initiative: Foster a Sense of Belonging and Inclusive Leadership in the Department Through two or More Select Milestones

Milestones

• Creating meaningful opportunities for coworkers to connect. | Target date: June 30, 2026
• Recognizing the inherent value of employees. | Target date: June 30, 2026

Performance Measure

• Member meet ups (number & type).

Initiative: Open Audits

Milestones

• Virginia Beach Sports Center.
• Virginia Beach Convention Center​.
• Something in the Water and Beach It! Festival sponsorship agreements.