2024-25 Annual Report

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2024-2025 ANNUAL REPORT

AUTHENTIC EXPERIENCES FUELING REAL IMPACT

Message from the CEO

I’ve had the honor of leading the Cabarrus County Convention & Visitors Bureau for 16 years. In that time, our organization has consistently emphasized the importance of excellent service. Whether greeting guests, assisting clients or working with partners, our focus is ensuring each interaction reflects the personalized hospitality visitors can expect to find in Cabarrus. The fiscal year was bookended by a shining example of this as the Cabarrus County Visitor Information Center earned Tripadvisor Travelers’ Choice Awards in 2024 and 2025. Determined by real traveler reviews, this distinction underscores the level of service we aim to provide every day. While our marketing tactics place an emphasis on digital, our destination delivers authenticity and prioritizes connection. Capturing the essence of that experience and communicating the heart of our five-star municipalities through a screen is a feat made possible with engaging imagery and interesting stories from our local partners. For more than a decade, we’ve recognized their contributions to Cabarrus County’s tourism industry during the annual Celebrate Cabarrus & Golden Helmet Awards. In 2024, the event’s kaleidoscope theme fittingly conveyed the destination’s awe-inspiring nature, shaped by its unique but unified offerings. Our continued commitment to growing sports tourism in Cabarrus also made strides this year with enhancements to the Jay M. Robinson MONDO Track & Field Facility. The venue was nominated for Best New or Renovated Sports Venue in the 2024 SportsTravel Awards, and the 2025 season kicked off in April when teams from as far as New York and Florida traveled to Concord. With each event, visiting athletes and their families, spectators, and support staff add to the millions of dollars in economic impact the facility generates for our community.

To continually grow and sustain a dynamic travel industry to become the number one economic force of Cabarrus County. MISSION Drive visitation to Cabarrus County to generate the maximum impact through hotel stays and visitor spending. VISION

From unexpected, delightful moments to the most memorable adventures, every experience matters because collectively, they drive the growth of tourism. We appreciate all who played a role in the achievements details in this report and look forward to another year of helping travelers make unforgettable memories in Cabarrus County.

Yours in hospitality,

Donna Carpenter President & CEO Cabarrus County Convention & Visitors Bureau

explore cabarrus.com

2024-2025

BOARD OF DIRECTORS

STEVEN STEINBACHER SECRETARY Cabarrus Brewing Company steve@cabarrusbrewing.com

GREG WALTER BOARD CHAIR Charlotte Motor Speedway gwalter@charlottemotorspeedway.com

JAY WHITE TREASURER

VINAY PATEL SREE Hotels vinay.patel@sree.com

Hartsell & Williams, P.A. jaywhite@hwpalaw.com

LLOYD WM. PAYNE JR. City of Concord paynel@concordnc.gov MELISSA EWERT Hilton Garden Inn melissa.ewert@hilton.com

KENNY WORTMAN Cabarrus County kmwortman@cabarruscounty.us SEAN NEWTON Cabarrus County sbnewton@cabarruscounty.us DEVANTE WILLIAMS Hampton Inn & Suites Concord/Charlotte devante.watkins@hilton.com

JAMES ROSS Concord Mills jross@simon.com

ALISON PALADINO The Chamber apaladino@cabarrus.biz

ANGELA BROWN Great Wolf Lodge abrown@greatwolf.com

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FINANCIALS FY 25 YEAR-END

Financial Annual Report

FY 24 YEAR-END BUDGET

Admin and Operations

12%

CABARRUS CVB ALLOCATIONS

Dollars

Admin and Operations

$891,122

Wage Expenses

28%

Wage Expense

$1,998,043

Sales and Marketing

$4,309,913

TOTAL

$7,199,078

60%

LODGING STATISTICS CABARRUS COUNTY

Sales and Marketing

FISCAL YEAR OCCUPANCY TAX COLLECTIONS

FY 2023

FY 2024

FY 2025

$7 M $8 M $6 M $5 M $4 M $3 M $2 M $1 M

$7,520,760 M

ROOM OCCUPANCY

74.4%

71.7% 72.7%

$7,129,626 M

$6,969,261 M

$6,138,716 M

$5,711,873 M

$5,681,811 M

735,728

710,491

715,141

ROOM DEMAND

$4,133,247 M

$117.15

$111.33

$113.18

AVERAGE DAILY RATE

$3,378,425 M

REVENUE PER AVAILABLE ROOM

$87.47

$80.04

$82.51

SOURCE: STR, INC. Republication or other re-use of this data without the express written permission of STR is strictly prohibited. Data does not include Great Wolf Lodge or short-term rental.

2019

2021

2018

2022

2020

2024

2023

2025

explore cabarrus.com

TOURISM ECONOMIC IMPACT

Economic Impact

With an increase of 8.7 percent from 2023, Cabarrus County had the 11th highest visitor spending growth rate of the state’s 100 counties.

2017–2024 TOURISM SPENDING TREND

Revenue in Millions

$700 M

$679.41 M

$600 M

$624.89 M

$566.74 M

$500 M

$515.70 M

$499.57 M

$480.80 M

$477.85 M

$400 M

Taxes generated by visitor spending in Cabarrus County represent a tax savings of per resident. $178.24

$300 M

$287.51 M

$200 M

$100 M

2017

2021

2020

2019

2022

2024

2023

2018

explore cabarrus.com

ANNUAL TOURISM ACTIVITY CABARRUS COUNTY

DAILY TOURISM ACTIVITY CABARRUS COUNTY

Visitor Impact

$43.94 M Generated in COMBINED STATE & LOCAL TAXES

$120,383 DAILY Generated in COMBINED STATE & LOCAL TAXES

$17.77 M Created in LOCAL TAX REVENUES

$26.17 M Created in STATE TAX REVENUES

On an AVERAGE DAY in 2024

$48,684 DAILY Generated in LOCAL TAX REVENUES

$71,698 DAILY Created in STATE TAX REVENUES

Generated $679.41 M

$ $

in VISITOR SPENDING

$180.22 M Produced in PAYROLL

from 2023 8.7% 2024 VISITOR SPENDING increased by

$493,753 DAILY Generated

5,014 JOBS More Than were directly attributable to TRAVEL & TOURISM

in WORKER PAYCHECKS

This fact sheet was created with data from the “The Economic Impact of Travel on North Carolina Counties.” This study was prepared for Visit North Carolina by Tourism Economics in collaboration with the U.S. Travel Association. For more information about the Cabarrus County Convention & Visitors Bureau, go to CabCoCVB.com.

explore cabarrus.com

ANNUAL TOURISM ACTIVITY CABARRUS COUNTY

Visitor Profile

WHERE CABARRUS VISITORS TRAVELED FROM

Lodging revenues in Cabarrus County reached an all-time high in FY2025, driven by rising travel demand and higher hotel rates. Travel to the area remains well-balanced across leisure, business, and group segments. Hotel occupancy averaged 74.4%, marking a 2.3% increase over FY2024. The average daily rate (ADR) also rose to $117.15, up 3.5% from the previous year. Out-of-state visitors made up two-thirds of all travelers to Cabarrus County in FY2025, significantly contributing to a stronger tourism economy. These travelers tend to stay longer and spend more per visit. Top out-of-state markets included Greenville-Spartanburg, Florence-Myrtle Beach, Columbia (all SC), Atlanta (GA), Roanoke-Lynchburg (VA), and Charleston (SC). Visitor spending continues to be a major economic driver for Cabarrus County, particularly across lodging, dining, and local attractions. In FY2025, 16% of all spending in these sectors came from travelers who live more than 30 miles outside the county. Among these, visitors from Raleigh accounted for the largest share of spending at 11%, with an average spend of $128 per visitor.

VISITOR INSIGHTS FY 2024-25

31%

AVERAGE HOTEL OCCUPANCY 2.3% INCREASE IN HOTEL OCCUPANCY There was a in FY 2025 compared to the previous fiscal year.

45%

2.1

66%

of visitors have an average household income OF $100K +

days average LENGTH OF STAY

of visitors are from OUT-OF-STATE MARKETS

2025

2024

85.6 %

78.5 %

78 %

77.3 %

77.7 %

70%

76.5 %

75.4 %

76.4 %

75.3 %

75.4 %

75.6 %

75.2 %

75.1 %

74.5 %

73.3 %

72.4 %

71.7 %

71.1 %

72.2 %

69.9 %

40% of visitors have CHILDREN in their household

59% of visitors are between the AGES OF 25 - 54

66.2 %

64.4 %

64.9 %

61.7 %

Jul

Jan

Jun

Oct

Apr

Feb

Sep

Mar

Dec

Nov

Aug

May

explore cabarrus.com

CVB MARKETING DEPARTMENT

Marketing Report

In FY2024/25, the Cabarrus County Convention and Visitors Bureau advanced its marketing communication efforts by prioritizing digital-first strategies. Our initiatives focused on reaching travel decision-makers and targeting audiences with the greatest potential to convert. Through research-driven insights, we extended paid advertising into key geographic markets that demonstrated a higher propensity to visit Cabarrus County. The overarching business objective of driving hotel revenue guided our marketing efforts throughout FY2024. Our specific objective was to strengthen awareness and understanding of Cabarrus County as a premier travel destination. To achieve this, creative campaigns successfully directed audiences to ExploreCabarrus.com . Once on the site, visitors engaged with: • Richer, decision-supporting content tailored to inspire travel planning. • Prominent calls-to-action emphasizing “Places to Stay” . These enhancements deepened traveler engagement, influenced the customer journey, and contributed to increased countywide hotel revenue. • Expanded online resources that simplified trip planning and booking decisions. These enhancements deepened traveler engagement, influenced the customer journey, and contributed to increased countywide hotel revenue. Our integrated marketing strategy in FY2024/25 reached travelers across every stage of the purchase funnel. Key tactics included: • Paid Advertising – Extended reach into high-propensity markets, delivering measurable gains in impressions and engagement. • Public Relations – Secured earned media coverage that highlighted Cabarrus County’s unique experiences and broadened visibility. • Marketing Partnerships – Strengthened collaborations that amplified our reach and connected us with new audiences. • Email Marketing – Increased subscriber engagement through targeted campaigns that nurtured interest in Cabarrus County travel. • Content Marketing – Produced new guides, articles, and itineraries that inspired trip planning and extended time spent on ExploreCabarrus.com. • Social Media – Drove significant engagement with interactive campaigns, building community and funneling traffic to the website.

WEBSITE TRAFFIC 1,628,357 Visits

GOOGLE SEARCH ADS

SOCIAL FOLLOWERS

CONNECTED TV 5,460,359 Impressions

Click-through Rate 11.36%

80k 11.2k

1.3k

MEDIA PLAN ACTUALS 2024–2025

Web Paid Media Statistics

Winter/Holiday

Explore & Pour

Burger Madness

BOA Roval

NHRA Carolina Nationals

Coke 600

Motorsports Retargeting

CAMPAIGNS

General Retargeting

Meta Lead Gen

Meta Destination Guide Request

Music

Craft Beverage

Summer

Meta Follower

Evergreen

July

August

September

October

November

December

January

February

March

April

May

June

MONTH

explore cabarrus.com

OVERALL TRAFFIC

OVERVIEW 2024–2025

Web Paid Media Statistics

SESSIONS 1,628,357

45% Previous Year PAGE VIEWS PER SESSIONS 1.42

64% Previous Year

AVG ENGAGEMENT TIME PER 00:01:34

Discover More at ExploreCabarrus.com

13% Previous Year

69% Previous Year

There’s More to Life.

BOUNCE RATE 67.13%

TOTAL USERS 1,361,378

-7% Previous Year

37% Previous Year

Bounce Rate – the percentage of website visitors who navigate away from the site after viewing only one page. We want this percentage to decrease, not increase. Cost per Click (CPC) – the average cost for a user to click on our digital advertisement to navigate to the website. We want this average to be lower, not higher over time to get the most value out of our ad investment.

explore cabarrus.com

OVERVIEW 2024–2025

Web Paid Media Statistics

SESSIONS

SESSIONS BY CITY

Sessions

Charlotte

166,646

250,000

(not set)

151,924

200,000

Raleigh

73,135

OVERALL TRAFFIC

Atlanta

64,685

150,000

Concord

32,504

LANDING PAGE PERFORMANCE

Sessions

Conversions

Ashburn

22,631

(not set)

329,888

422,716.00

100,000

New York

20,170

/burgermadness/

70,425

908.00

Kannapolis

15,076

/lp/summer/

23,122

454.00

Greensboro

14,130

112,419

148.00

Winston-Salem

12,587

/checkout/addToCart?partnerId=673&offerId=3545&item Id=7316&item...

174

148.00

Feb

Oct

Dec

Aug

June

April

/lp/

350,973

113.00

SOURCE/MEDIUM BY SESSION

Sessions

/trip-ideas/explore-and-pour/

126,267

102.00

google/cpc

188,812

/lp/oom-motorsports/

17,833

45.00

google/organic

62,202

FY25 GOALS

/BurgerMadness/

616

39.00

(direct)/(none)

10,524

/checkout/addToCart?partnerId=673&offerId=3545&item Id=4438&item...

34.00

bing/cpc

8,944

/newsletter-confirmation/

33.00

social/meta

8,537

▶ Increase website traffic by 15% year-over-year (Actual: 45% increase to 1,628,357 total sessions) ▶ Decrease bounce rate by 15% year over-year (Actual: 7% decrease year-over-year, standing at 6.713%) ▶ Increase average time on site by 5% year-over-year (Actual: 69% increase year-over-year, standing at 1 minute and 34 seconds) ▶ Improve organic search traffic by 10% year-over-year (Actual: 6.615% increase year-over-year, resulting in 182,875 sessions)

/events/village-park-concerts/

16,271

27.00

outbrain/native

7,201

/events/kannapolis-summ er-concert-series-2023-08-05/

5,586

24.00

stackadapt/display

6,668

/lp/oom -motorsports/?gad_campaignid=22134201508

4,561

22.00

meta/ad

3,346

/custom-events/

15,622

18.00

bing/organic

2,342

/subscribe/

221

17.00

meta/social

1,817

/visitor-info/destination-guide/

900

16.00

facebook/social

1,169

m.facebook.com/referral

973

concordnc.gov/referral

956

NEW VS. RETURNING USERS

Total Users

yahoo/organic

931

New

1,354,786

social/facebook

889

Returning

85,340

concordairportnc.com/referral

756

l.facebook.com/referral

730

explore cabarrus.com

OVERVIEW 2024–2025

Web Paid Media Statistics

PROGRAMMATIC CONNECTED TV

VIDEO STARTS 5,460,359

VIDEOS COMPLETED 5,372,326

ORGANIC SEARCH

SESSIONS FROM ORGANIC (TREND)

24,000

98.7% VIDEO COMPLETION RATE

SESSIONS FROM ORGANIC 182,875

18,000

12,000

PROGRAMMATIC DISPLAY

6,000

66% Previous Year

IMPRESSIONS 38,135,378

CLICKS 171,970

Dec

Feb

Oct

Aug

June

April

TOP LANDING PAGE FROM ORGANIC (SESSIONS)

Sessions

(not set)

71,868

0.45% CTR

CPC $0.79

/events/village-park-concerts/

15,274

/custom-events/

13,827

/events/kannapolis-summer-concert-series-2023-08-05/

5,401

/burgermadness/

4,980

/businesses/embassy-suites-concord-convention-center/

4,612

NATIVE

4,022

/businesses/downtown-kannapolis/

3,729

IMPRESSIONS 12,365,025

CLICKS 121,128

$8.94 CPM

/businesses/village-park/

3,478

/july-4th-celebration/

2,556

explore cabarrus.com

DISPLAY NETWORK GOOGLE

Web Paid Media Statistics

OVERVIEW

IMPRESSIONS 50,408,684

CLICKS 837,426

549% Previous Year

1,076% Previous Year AVERAGE CPC $0.22

CTR 1.66%

81% Previous Year

-52% Previous Year

CAMPAIGN

Clicks

Display - CCCVB - Site Retargeting

305,414

Display - CCCVB - Explore and Pour

179,606

Coke 600 | 2025

165,817

Display Ads - Burger Madness

80,066

Winter Display 2024

46,802

Display - CCCVB - Summer 2024

24,930

Motorsports Retargeting FY 24/25

20,536

Evergreen 2025

14,255

Cost per Click (CPC) – the average cost for a user to click on our digital advertisement to navigate to the website. We want this average to be lower, not higher over time to get the most value out of our ad investment.

explore cabarrus.com

KANNAPOLIS VILLAGE PARK

DOWNTOWN MT. PLEASANT

Kannapo i

DOWNTOWN KANNAPOLIS

ATRIUM HEALTH BALLPARK

Concor

GIBSON MILL

Mt.Pleasan

SOUTHERN GRACE DISTILLERIES

CHARLOTTE MOTOR SPEEDWAY

DOWNTOWN CONCORD

CONCORD MILLS

ROCKY RIVER

Harris ur

HARRISBURG TOWN CENTER

REED GOLD MINE

ROCKY RIVER VINEYARDS

HARRISBURG PARK

CHARLOTTE

Midlan

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PAID SOCIAL FACEBOOK/INSTAGRAM/TIKTOK FACEBOOK/INSTAGRAM

Web Paid Media Statistics

IMPRESSIONS 33,396,813

-16% Previous Year

TIKTOK

PAGE ENGAGEMENT 3,414,457

CLICKS (ALL) 597,748

IMPRESSIONS 9,902,499

TOP PAID SOCIAL CAMPAIGN BY CLICKS

Clicks

198% Previous Year

17% Previous Year

CCCVB Evergreen - FY 24/25

157,297

Explore and Pour - FY 24/25

83,031

AVERAGE CPC $0.36

CTR (ALL) $1.79%

Burger Madness 2025

69,952

Holiday 2024

54,169

Craft Beverages FY 24/25

40,635

2024/25 Music

33,852

2024 Fall Motorsports Campaign - NHRA

20,924

2025 Spring Motorsports Campaign - NHRA

19,740

-41% Previous Year

39% Previous Year

2024/25 - Lead Generation - Guide and Email

19,737

2025 - Coke 600 Camapaign - April

17,918

explore cabarrus.com

IMPRESSIONS 4,053,485

SEARCH ADS GOOGLE

Web Paid Media Statistics

PERFORMANCE

53% Previous Year

TOP KEYWORDS

Clicks

Impressions

CTR

CLICKS 460,529

places to visit in nc

123,323

1,414,324

8.72%

north carolina vacation

57,948

383,343

15.12%

anniversary staycation ideas near me

54,889

405,295

13.54%

vacation rentals north carolina

25,036

164,418

15.23%

north carolina tourist

19,367

66,059

29.32%

40% Previous Year

getaways in north carolina

16,632

68,945

24.12%

concord vacations

10,646

25,364

41.97%

CTR 11.36%

things to do in north carolina

7,513

52,858

14.21%

north carolina vacation packages

7,391

41,862

17.66%

what to see in north carolina

6,703

109,029

6.15%

weekend getaways in nc

6,209

32,197

19.28%

unique places to stay in north carolina

5,822

26,395

22.06%

what to do in charlotte

5,747

75,203

7.64%

-8% Previous Year

concord wedding venue

5,545

43,477

12.75%

anniversary getaways in nc

4,932

34,815

14.17%

AVERAGE CPC $0.61

unique places in north carolina

4,661

85,514

5.45%

TOTAL

460,529 4,053,485

11.36%

-5% Previous Year

explore cabarrus.com

INFLUENCER PARTNERSHIPS

PUBLIC RELATIONS & COMMUNICATIONS

Public Relations & Communications

HIGHLIGHTS (JULY 2024-JUNE 2025)

EARNED MEDIA

Hosted 3 media visits with freelance writers for outlets including The Point Guy, AAA, Fodor’s Travel, Lake Norman Currents, Cardinal & Pine, SouthPark Magazine and Winston-Salem Journal.

Total paid influencer impressions equates to 23,595,248 Total earned media value equates to $49,563 Hosted 15 influencer visits in exchange for social media coverage with a primary focus on Instagram

1,272,111,731 TOTAL EARNED IMPRESSIONS

$814,803 TOTAL AD VALUE EQUATES TO

Hosted: ▶ Cheyenne Levinson, @trianglefamiliesexplore ▶ Chelsea Kowalski, @followourcompass ▶ AJ Forest, @nctraveleats ▶ Robin Tan, @_charlottefoodie ▶ Amy Strasser, @cltgoodgirl ▶ Andrew Colacchio, @andrewloves_ ▶ Cory Wilkins, @thadailyspecial ▶ Jessica Hensen, @houseofhensen ▶ Victoria Gamrod, @trendynewyou_ ▶ Shionda Farrell, @shiondafarrell ▶ Michael Nwokocha, @heywhatsthemove ▶ Cam + Kiersten, @clt.living ▶ Scott & Ash Mason, @thehivedrive

▶ Christina Riley, @nctripping ▶ Andrea Fox, @dailydreclt

explore cabarrus.com

Public Relations & Communications

YEAR IN REVIEW

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PARTNER EVENTS

EDUCATIONAL EVENT Leaned into our PR agency Lou Hammond Group to lead a webinar on working with Explore Cabarrus from a public relations standpoint CELEBRATE CABARRUS GOLDEN HELMET AWARDS GALA The 12th Annual Golden Helmet Awards Gala was held to recognize the outstanding individuals whose dedication and excellence continue to strengthen Cabarrus County’s reputation as a welcoming and vibrant destination. The evening brought together leaders and professionals from across the hospitality industry to celebrate those who consistently go above and beyond to create memorable experiences for visitors. Honorees included both visionary figures shaping the future of local tourism and behind the-scenes professionals whose commitment allows others to shine. The event reflected the pride, professionalism, and passion that define Cabarrus County’s thriving hospitality community. HOSPITALITY NIGHT WITH THE CANNON BALLERS Hospitality Night with the Cannon Ballers is an annual appreciation event dedicated to recognizing and thanking our valued partners for their contributions in making Cabarrus County a premier destination. This special evening offers attendees the opportunity to enjoy an exciting Cannon Ballers baseball game while also experiencing the charm of Downtown Kannapolis. Guests are encouraged to explore the newly revitalized downtown area, providing a chance to discover its unique attractions and share these experiences with their own visitors and guests. ADVOCACY Local advocacy plays a vital role in tourism by highlighting local culture, supporting visitor facing businesses, and enhancing the visitor experience. Through active involvement with local businesses, organizations, and boards, we work to raise awareness of Explore Cabarrus while fostering collaboration within the hospitality community. These efforts strengthen partnerships and create lasting benefits through tourism that drive economic growth and enrich quality of life for residents. They include, but not limited to, the following: • Concord Downtown Development Corporation – at large board member

PARTNERSHIP REPORT

NATIONAL TRAVEL AND TOURISM WEEK Celebrated NTTW with a Food Truck Rally in the parking lot of Explore Cabarrus as well as a satellite location in Great Wolf Lodge’s parking lot. We celebrated the hospitality community by serving over 450 lunches. PARTNER OUTINGS AT THE RACES (NHRA IN APRIL & SEPTEMBER, NASCAR IN MAY & OCTOBER) Invited partners to both the spring and fall races at the Charlotte Motor Speedway and zMax Dragway for networking and an opportunity to experience two of our largest attractions. PARTNER NETWORKING EVENTS Networking and collaboration events looked a bit different this year with a focus on micro events. A large majority of our partners are small businesses whose schedules are not traditional and with that in mind, we focused on offering networking and collaboration opportunities at different times during the day. • Coffee C.H.A.T (Cabarrus Hospitality and Tourism) held 8am-9am • Maddie Ruths Coffee House, Coffee & Creme • Collaboration Events held 4-6pm: Stars & Strikes, Southern Strain & Nothing New, West Loop Local • Destination Training – six events held to give partners the opportunity to visit local

• Downtown Kannapolis Inc. – attend meetings • Cabarrus Chamber of Commerce – attend events • Cabarrus Historical Association events • Police Foundation Annual Gala

This year, we actively championed awareness and collaboration by delivering presentations to a local business networking group, a church organization, and Downtown Kannapolis, Inc. Beyond outreach, we extended an open invitation to local businesses to utilize our meeting space—creating a strategic opportunity to introduce new audiences to the Visitor Center. Many participants discovered the center for the first time, reinforcing its role as a vital resource for our community and visitors alike. Exhibit during local events like the International Festival, Earnhardt Outdoors Festival, Touch-a-Truck Day, Sr. Expo, Cabarrus County Schools Career Day Job Fair.

Our mascot RevPar is visible at local events like Downtown Concord Street Scape Opening, Lugnut’s Birthday Party during Summer Shoot Out, Special Olympics as well as group mascot events in the community.

explore cabarrus.com

VISITOR SERVICES

Partnership Report

YOY NUMBERS Since 2020, the Visitor Center has experienced a steady and encouraging increase in walk-in traffic, reflecting a gradual recovery from the impacts of the pandemic. This upward trend demonstrates growing interest in Cabarrus County as a destination and the effectiveness of our outreach efforts. In addition to walk-in visits, referral card traffic from our partners has also shown consistent growth year over year. These referrals highlight the strength of our collaborative relationships and the shared commitment to promoting local attractions and experiences. While both walk-in and referral traffic remain slightly below pre-pandemic levels, the sustained climb since 2020 signals positive momentum and continued progress toward full recovery. Our team remains focused on leveraging this growth by enhancing visitor engagement, strengthening partnerships, and ensuring that every interaction at the Visitor Center reflects the exceptional hospitality Cabarrus County is known for.

The 2024-25 fiscal year saw growth year over year. Each of the three prominent metrics we track for the Visitor Center were up over last year and nearly back to pre-covid levels which include walk-in traffic, referral card traffic and gift shop sales. INFORMATION TABLES Visitor information tables were staffed throughout the year in the lobby at the Embassy Suites with coordinated dates and times based on occupancy of guest rooms. This seems to have gained some traction and will continue. Additionally, the visitor services team greeted 188 flights coming into Concord-Padgett Regional Airport on Allegiant and Avelo airlines. VOLUNTEER PROGRAM Our volunteer base has remained steady compared to last year, with approximately 200+ individuals, one-third of whom are actively engaged in program activities. While maintaining this consistency is positive, expanding the program remains a key priority. Our focus continues to be on enhancing volunteers’ knowledge of Cabarrus County and equipping them to serve as informed ambassadors for our destination. To support this goal, volunteers are encouraged to participate in Destination Training Tours, which provide educational opportunities and firsthand experiences of the county’s attractions. In addition to training initiatives, we have hosted appreciation events that foster community and connection among volunteers. These gatherings, which have drawn up to 50 attendees, offer a platform for sharing experiences and strengthening engagement within the program. Looking ahead, we remain committed to growing both the size and the impact of our volunteer program, ensuring that every participant feels valued and empowered to contribute to Cabarrus County’s success as a premier destination. TICKET SALES The Visitor Center has continued to sell discounted admissions to four attractions via a digital format. Discounted digital admissions remain an effective way to encourage visitors to partake in local attractions; the ease and immediacy of receiving the tickets is an effective method of closing sales for our partners. DIGITAL REVIEWS The Visitor Services team earned numerous five-star reviews on TripAdvisor and was honored with the 2025 Travelers’ Choice Award for the second consecutive year. This prestigious recognition is reserved for businesses that consistently receive exceptional traveler feedback and rank within the top 10% of properties on the platform. Our team’s dedication to delivering outstanding service was highlighted by name in several reviews, with guests praising us as “the best visitor center!” RETAIL Retail had another strong year for the Visitor Center. Focus remains on local businesses and attractions such as Whiskey Prison, Honeysuckle Hill Honey, Local Patriot Coffee as well as Explore Cabarrus branded items.

Looking ahead, we will continue to monitor trends, implement targeted strategies to increase foot traffic, and explore innovative ways to connect visitors with the unique experiences our destination offers.

2018-2025 ANNUAL WALK-IN TRAFFIC

6,000 5,000 4,000 3,000 2,000 1,000 7,000

6,024

4,129

3,689

2,916

2,337

2,197

1,032

2018-19

2020-21

2019-20

2022-23

2021-22

2023-24

2024-25

2018-2025 REFERRAL CARD TRAFFIC

1,500 1,750 1,250 1,250 500 250 750 1,000

1,581

1,532

1,248

992

886

472

267

2018-19

2020-21

2019-20

2022-23

2021-22

2023-24

2024-25

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Events Key

EVENT CALENDAR FY 2025-2026

DESTINATION TRAINING

MAJOR EVENTS

PARADES

LOCAL FESTIVALS

VOLUNTEER EVENTS

COLLABORATIVE EVENTS

SUMMER

FALL

WINTER

SPRING

SUMMER

July 2025

August 2025

September 2025

October 2025

November 2025

December 2025

January 2026

February 2026

March 2026

April 2026

May 2026

June 2026

October 12–13 BOA ROVAL 400 Weekend at Charlotte Motor Speedway October 17 Hospitality Collaboration with Stars & Strikes Holiday Preview

July 19 CVB 35th Birthday Celebration

March 20 Senior Health Expo – Volunteer Recruitment

May 3 Downtown Concord Streetscape Grand Opening May 6 National Travel & Tourism Week Celebration – Food Truck Rally

June 19 Hospitality Night with the Cannon Ballers

August 7 Volunteer Appreciation Dinner

September 10–11 Visit Central Florida site visit

November 2 Touch-a-Truck at Cabarrus Arena

December 14 Kannapolis Christmas Parade

April 9–10 Special Olympics with RevPar mascot

January 29 Destination Training

February 8 Volunteer 101

July 23 Hospitality Collaboration with Southern Strain Brewery

November 7–9 World of Outlaws World Finals at The Dirt Track

April 11 EMS Spring into Safety with RevPar mascot

January 30 Hospitality

June 26 Volunteer Appreciation Dinner

August 17–18 Monster Truck Bash

February 24 Destination Training

March 25 Destination Training

September 14 Volunteer 101

Collaboration with West Loop Local

September 17 Public Relations Webinar for partners

November 21 Celebrate Cabarrus Golden Helmet Awards

October 31–Nov 2 World Short Track Championship

July 30 Destination Training

August 28 Destination Training

April 14–15 NC Welcome Center visits

May 13–15 NC Welcome Center visits

September 20–22 NHRA Carolina Nationals at zMax Dragway

April 15 Coffee C.H.A.T. at Maddie Ruth’s Coffee Shop

November 23 Concord Christmas Parade

May 17 Earnhardt Outdoor Showdown

April 25-27 NHRA 4-Wide Nationals

May 22 Kannapolis Cannon Ballers – 600 Night

May 23–25 Coca-Cola 600

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SALES

ASSISTED HOTEL GROUPS

FY24/25 CVENT RESULTS

FY25 Cvent Results

138 Leads for 42,885 Room Nights

RFPS LEADS 109

ROOM NIGHTS 47,336

2023 - 53 GROUPS 13,880 ROOM NIGHTS 9,929 ROOM NIGHTS 2025 - 27 GROUPS

6,000 ROOM NIGHTS 2024 - 18 GROUPS 2022 - 40 GROUPS 13,076 ROOM NIGHTS

FY23 Cvent Results

RFPS LEADS 197

ROOM NIGHTS 106,457

Help our hotels rebooking canceled groups into future years

Used by all third party companies

GROUPS SERVICED

SIGNATURE EVENTS

129 Groups for 33,147 Room Nights

Events that created demand to destination

45 ASSOCIATION CORPORATE GROUPS SERVICED

30 SMERF GROUPS SERVICED

54 SPORTS GROUPS SERVICED

Sporting Events

Motor Sport Events

Entertainment Events

Four-Legged Events

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GROUP SALES

SALES

Sales Performance

LEADS GENERATED

FAMILIARIZATIONS EVENTS (FAMS)

Bringing new and existing customers to showcase Cabarrus County as a group and convention destination. These events include local culinary experiences, destination education, and comprehensive hotel tours.

190 Leads Generated

71,595 Room Nights

282 Leads Generated

118,567 Room Nights

for

▶ NHRA Carolina Nationals FAM (Sept/24) ▶ NASCAR Roval FAM (Oct/24) ▶ NHRA 4-Wide FAM (Apr/25) ▶ NASCAR Coca-Cola 600 FAM (May/25)

HOSTED FOUR FAMILIARIZATION EVENTS IN

ASSOCIATION/CORPORATE/ SMERF

FY25

92 Leads Generated

46,972 Room Nights

for

SPORTS

3RD PARTY & ASSOCIATION MANAGEMENT COMPANIES

Cultivated and created new third-party relationships with association management contacts in offices located in the Mid Atlantic, Midwest, Northeast and Southeast. Conducted presentations to enhance our relationship with key decision-makers.

LEADS TURNED DEFINITE

153 Leads Definite

53,378 Room Nights 26,576 Room Nights

115 Leads Definite 116 Leads Definite

21,360 Room Nights 43,921 Room Nights

2025

2024

Target Companies:

HELMS BRISCOE • CONFERENCE DIRECT EXPERIENT • LAMONTCO • ARROWHEAD • HPN GLOBAL

for

(Hospitality Professional Network)

113 Leads Definite

2023

2022

PARTNER RELATIONS

for

It is necessary that all parties in the meeting and events industry in Cabarrus County work together to support each other, especially as the industry continues to grow. We worked with property lead catchers on lead responding services and helped them to go over and above to ensure group visitors enjoyed their stay in Cabarrus County.

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INDUSTRY MEMBERSHIPS

BEING INVOLVED IS KEY TO BUILDING RELATIONSHIPS WITH PEERS AND PLANNERS.

▶ Association Executives of North Carolina ▶ North Carolina Sports Association ▶ Meeting Planners International – Carolina Chapter

▶ Religious Conference Management Association ▶ Cvent ▶ Sports ETA ▶ Compete Sports

CUSTOMER TESTIMONIALS

Wow! It is a joy to work with the Cabarrus CVB! They make the planning of an event easy by assisting with off-site locations and gifts for your attendees. The team at the Cabarrus CVB goes above and beyond to ensure that the meeting is flawless. They check on you during the meeting to be sure you do not need anything else. I wish all our meetings could be in Cabarrus County so I could have this trusty team at my side!

TERRY HAAS

NCASBO - NC Association of School Business Officials

Hospitality has been my lifelong career. I’ve worked with many CVBs over my 45 years, and I want to tell all of you how great Concord CVB is! Professionalism. Great attitudes. Creative ideas. Eager to gameplan events and make it all work. I call the CVB before calling their hotels, and it works out better every time! Choose Concord CVB.

JEAN TRAVERS

Senior Director, Global Accounts, Helms Briscoe

Please allow me to express my sincerest thanks and appreciation for the hard work and extraordinary hospitality of the entire CVB team. Having held leadership roles with UPMA [United Postmasters and Managers of America] at the state and/or national levels during a number of major events hosted here by our organization, I can attest that the Cabarrus County Convention and Visitors Bureau has provided exceptional support every time we’ve brought our group to Cabarrus. But, more than that, each member of this CVB family has gone out of their way to make us feel welcome and valued as clients and, dare I say, friends. If I have anything to say about it, we WILL be back — often!

DREW MARTIN Communications Director, UPMA

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2025 CABARRUS BURGER MADNESS

Local Advocacy

In 2025, Lee’s Sandwich Shop‘s “Beer and Bourbon Burger” took the crown! This year’s madness boasted 2,005 Total Check-ins at Participating Restaurants and reported over 5,000 Burgers Sold PR coverage garnered a Total Influencer Reach of 3,394,767 and $18,113 in Ad Value and a Total UMV of 515,068,069 and $298,587 in Ad Value

Cabarrus Burger Madness is a month long celebration featuring specialty burger creations from participating local restaurants across Cabarrus County, North Carolina. Held annually from March 1–31, this friendly, bragging-rights competition showcases the culinary creativity of our chefs and gives diners exciting new dishes to try. Using the free Cabarrus Burger Madness mobile pass, diners can track their culinary adventure and unlock the opportunity to vote for their favorite by checking in at one location.

▶

2025 STATS

732 7 429 TOTAL PARTICIPANTS STATES TOTAL VOTES

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ANNUAL REPORT 2024-2025

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