2024-25 Annual Report

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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