2025-2026 Marketing Plan

2025-2026 MARKETING PLAN

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MARKETING PLAN

TABLE OF CONTENTS

4

Communities

6

President’s Message

8

Finance and Research

10

Our Role

12

How Visitors Benefit A Community

14

Leisure Market

24

Communications & PR

28

Sales & Destination Services

36

Partnership & Visitor Services

40

Partner Events

42

Board of Directors

45

Staff Directory

@explorecabarrus #explorecabarrus CONNECT WITH US

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COMMUNITIES

For those seeking a destination that they can explore at their own pace, Cabarrus County—widely known for motorsports—embodies America’s hometown spirit through five distinctive communities in one destination that are effortless to access and appeal to a diverse range of interests. From a rich history and heritage to a leading-edge culture, Cabarrus County provides an immersive getaway that enriches, delights and inspires a desire to return.

CONCORD

HARRISBURG

KANNAPOLIS

MIDLAND

MOUNT PLEASANT

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INSPIRING TRAVEL, BUILDING COMMUNITY

President’s Message

Our mission to generate impact through visitation is achieved by thoughtfully investing the occupancy tax by which our organization is funded. Since the Cabarrus County CVB was established in 1989, this room tax—paid only by guests who occupy hotels, short-term rentals or other lodging for less than 90 days—has been the foundation for elevating Cabarrus County as a visitor destination. Year after year, we set out to develop marketing initiatives that capture the attention, and ultimately the spending, of visitors who fuel our local economy. The process begins with understanding the unique offerings of our hospitality partners. Along with the engaging experiences they provide, research then guides our storytelling efforts as we authentically and creatively market the destination in collaboration with our agency partners: Casual Astronaut, FourthIdea and Lou Hammond Group. Reaching new levels of success requires continued cooperation. In addition to travelers and our hospitality and agency partners, we appreciate all those who contribute to the advancement of Cabarrus County’s tourism industry including community members, local elected officials, and our forward-thinking 12-member Board of Directors. While the Cabarrus County CVB’s budget can only be used for tourism-related expenditures per legislation, the benefits of tourism also enrich residents. From enhanced quality of life to job creation and even tax savings, tourism serves our citizens and is an economic driver in Cabarrus County. It is our privilege to play a role not only in sharing the stories of this destination, but also in cultivating a stronger community for all to enjoy.

Yours in hospitality,

Donna Carpenter President & CEO Cabarrus County Convention & Visitors Bureau

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

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FINANCE AND RESEARCH

Report from the Executive Vice President

Cabarrus County tourism continues to set new highs year after year. Overall, the industry has grown 700% over the last two decades. This growth is attributable to all the visitors who chose Cabarrus County due to the hospitality partners who have developed their businesses, created experiences, and provided exceptional service. Overall revenues are expected to moderate in FY2026. The US Travel Association has forecasted domestic leisure travel to increase by 3.9% due to continued air travel volumes and consumer spending. The ongoing return of business travel will support future domestic travel growth with full recovery expected in 2026. In addition, definite group room nights to Cabarrus County are pacing ahead of last year. The FY2026 budget has been set at $7,556,500. The Bureau receives 97% of its funding through a 6% Occupancy Tax on hotel stays. In the summer of 2025 the Home2 Suites/Tru dual brand hotel is expected to open. This new 184 room hotel will combine the extended-stay focused Home2 Suites with the value-oriented Tru by Hilton brand under one roof. The Bureau operates on a zero-based budget,

and the expenditures will be divided into three major categories: Salary and Wage at 28.0%, Administration and Operations at 12%, and Sales and Marketing at 60%. The Bureau’s budget has pre-allocated expenses with 10% being retained by the County for administrative collection and sports facility development funding. The Bureau’s research efforts continue to provide valuable insights that help maximize the investments made in sales and marketing. In the upcoming year, the Bureau will be partnering with Tourism Economics and their new Media Impact Calculator (MIC). This tool is a cutting-edge solution designed to measure and optimize the effectiveness of media campaigns. It links mobile devices to media exposures, quantifying the real-world impact of advertising on visitation and the economic outcomes for the community. The objective is to offer a holistic view of how digital campaigns impact consumer behavior, focusing on visitor traffic and conversion metrics. The Bureau looks forward to sharing this new data with local partners and stakeholders as it is implemented.

Sincerely, John Mills Executive Vice President Cabarrus County Convention & Visitors Bureau

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OUR ROLE

Primary Role of the CABARRUS COUNTY

CONVENTION AND VISITORS BUREAU

1

TELL the Cabarrus County story

2

GET Cabarrus County on the list for consideration

3

INFORM, EDUCATE AND ADVISE Visitors and Newcomers

Cabarrus County Convention and Visitors Bureau

SUPPORTING ROLE

Provide a platform for local businesses to harvest visitor demand

SUPPORTING ROLE

Stimulate both visitor circulation and spending post-arrival

SUPPORTING ROLE Inform private and public development decisions

SUPPORTING ROLE Spearhead a consistent brand message for other messengers

Destination Marketing is a proactive, stategic, visitor-centered approach to the Economic and cultural development of Cabarrus County which balances and integrates the interests of visitors, service providers, and the community.

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HOW VISITORS BENEFIT A COMMUNITY

VISITORS

TRANSPORTATION

ACTIVITIES

LOCAL BUSINESSES

SALES, EMPLOYMENT, WAGES, TAXES

OUTSIDE GOODS & SERVICES

LOCAL GOODS & SERVICES

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DIGITAL MEDIA AWARENESS-DRIVING

Leisure Market

OVERVIEW

5-STAR DESTINATION Cabarrus County offers far more than most people realize. While it is widely recognized as the Home of Motorsports, the county’s true essence extends well beyond this reputation—and it begins with “US”. The residents of Cabarrus are known for their warmth and hospitality, fostering an environment that immediately puts visitors at ease. This welcoming atmosphere enhances every experience, adding a unique layer of richness to each visit. BACKGROUND For FY2025, we are continuing to optimize our marketing communication efforts by focusing on digital and print strategies that get us closer to travel decision makers and targeting audiences who demonstrate the best conversion potential. Our paid advertising efforts will extend to geographies that exhibit a higher propensity to visit Cabarrus County via research data.

GOALS AND OBJECTIVES

To support our business goal of increasing hotel revenue, our marketing objective is to build continued awareness and deepen understanding of Cabarrus County and its distinctive experiences. FourthIdea will remain our creative agency partner, bringing expertise in Travel and Tourism to develop compelling creative and messaging. Casual Astronaut will lead strategic media buying efforts to drive traffic to ExploreCabarrus.com. We are refining our campaign and media strategy to align with each stage of the traveler’s journey. This approach enables us to allocate media spend more effectively across the most relevant channels for each phase, while maximizing the use of our existing photo and video assets. In addition to paid media efforts, we will run email campaigns throughout the year and enhance web content to improve visibility through organic search.

TRAVELER PHASES AND KPIs

1. AWARENESS/INSPIRATION The goal is to generate awareness and inspire users who might not be familiar with the destination or considered it in the past to travel to Cabarrus County. ▶ Reach ▶ Impressions ▶ Social engagement ▶ Video views ▶ Clicks 2. CONSIDERATION/PLANNING The goal is to generate awareness as well as encourage engagement. ▶ Website traffic ▶ Website engagement ▶ Newsletter signups ▶ Guide requests/views 3. ACTION/BOOKING The goal is to compel travelers to take action, including booking a stay, reading articles, learning about partners, and buying tickets. ▶ Clicks to places to stay ▶ Clicks to articles ▶ Clicks to directory listings ▶ Clicks to things to do ▶ Clicks to events ▶ Outbound clicks to purchase tickets We will focus on the following: ▶ Drive brand awareness for our target audience, motivating them to consider visiting Cabarrus County. ▶ Improve on-site engagement metrics, ensuring users are finding valuable information and learning about the destination. ▶ Increase online interest in Cabarrus County hotels. ▶ Drive email newsletter signups. Our annual goals will be tracked and monitored monthly based on site performance, which will demonstrate success for our core campaign objectives. ▶ Increase website traffic by 15% year-over-year ▶ Decrease bounce rate by 15% year-over-year ▶ Increase average time on site by 5% year-over-year ▶ Improve organic search traffic by 10% year-over-year

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DIGITAL MEDIA AWARENESS-DRIVING

TARGET AUDIENCE

The target audience for our campaigns will consistently fit the following criteria:

▶ Adults 25 to 49 years old

▶ Households with incomes of $50,000 or more

▶ Demographic and interest targeting based on each campaign

▶ People living within a six-hour drive radius (excluding Cabarrus County)

▶ Residents of the top DMAs showing visitation to Cabarrus County according to our research (updated quarterly):

Orlando-Daytona Beach-Melbourne FL Savannah GA Charleston SC Atlanta GA Columbia SC Florence-Myrtle Beach SC Wilmington NC Greenville-Spartanburg-Asheville-Anderson Charlotte NC Greenville-New Bern-Washington NC Raleigh-Durham (Fayetteville) NC Greensboro-High Point-Winston Salem NC Knoxville TN Norfolk-Portsmouth-Newport News VA

Philadelphia

Washington, DC

Richmond

Peterburg

Newport News

Lynchburg

Roanoake

Norfolk

High Point

Portsmouth

Charlotte Winston-Salem

Greensboro

Washington

Greenville

Asheville

Fayetteville New Bern

Knoxville

Florence

Wilmington

Columbia

Myrtle Beach

Atlanta

Charleston

Savannah

Daytona Beach Melbourne

Roanoke-Lynchburg VA Richmond-Petersburg VA Washington DC (Hagerstown MD) Philadelphia PA

Orlando

Leisure Market

CHANNELS

There are a variety of channels that we are expecting to deploy in the execution of our paid campaigns, including: ▶ Google Ads – Search

▶ Programmatic Display Ads ▶ Connected TV Ads ▶ Print

▶ Google Ads – Retargeting ▶ Facebook/Instagram Ads ▶ TikTok Ads

Alongside these paid campaigns, we will enhance our organic search efforts through two key strategies. First, we’ll perform a monthly SEO technical review of ExploreCabarrus.com to identify and resolve any technical issues that could hinder our ability to drive organic traffic. Second, we will focus on creating content designed to boost organic visibility. This will involve planning content around targeted keyword terms from the outset, followed by optimization for those terms before the content goes live.

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DIGITAL MEDIA AWARENESS-DRIVING

DESTINATION LANDING PAGES

Our goal is to ensure that visitors to our site land on pages that are most relevant to their interests. For example, pages like “Things to Do” and “Places to Stay” are optimized for keywords that match these topics. Casual Astronaut has created a set of landing pages specifically designed to capture traffic from our online campaigns.

▶ Brand Awareness ▶ Explore & Pour ▶ Music ▶ Travel Intent

▶ Burger Madness ▶ Motorsports (NASCAR & NHRA) ▶ Motorsports Trail (With Fan Day Information) ▶ Winter and Holiday

These landing pages are designed to provide relevant information to visitors and encourage visitors to take desired actions including booking hotel accommodations, purchasing event tickets, visiting local businesses, and more. Each campaign will drive to the appropriate landing page based on the content and goals of the campaign and the targeting audiences utilized. The content we create is focused on driving organic traffic. This will be accomplished by planning content around target keyword terms from the start, then optimizing that content for those terms before it launches.

Leisure Market

GOALS

We have a variety of goals for our campaigns, including:

▶ Drive brand awareness for our target audience, motivating them to consider visiting Cabarrus County ▶ Improve on-site engagement metrics, ensuring users are finding valuable information and becoming educated about the region

▶ Increase total overnight stays in Cabarrus County hotels ▶ Increase the average length of stay in Cabarrus County hotels ▶ Drive email newsletter sign-ups

KEY PERFORMANCE INDICATORS We’ll track a range of KPIs to ensure our campaigns are both effective and continuously improving. The metrics below are listed in order of importance, with the most critical at the bottom. In simple terms: while a low cost-per-click on a keyword is favorable, it’s ultimately meaningless if it doesn’t result in engaged users or key actions.

User Actions ▶ Page visits and actions on landing pages ▶ Outbound clicks to partner pages via QR codes ▶ Email newsletter sign-ups

Traffic Metrics

User Quality

▶ Sessions ▶ Users ▶ Ad cost-per-click/cost per-completed-view/ click-through rate

▶ Time on site ▶ Pages per session ▶ Bounce rate

Casual Astronaut will assist us in achieving our digital media goals. Casual Astronaut is a content marketing/media and digital agency that will help us develop deeper and more meaningful relationships with our visitors. They marry strategy, design, content, and digital know-how to attract prospective visitors at key moments in the consumer journey.

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TRAVEL RESOURCE THE OFFICIAL

Leisure Market

FOR CONCORD, KANNAPOLIS, HARRISBURG, MIDLAND & MOUNT PLEASANT, NC

The 72-page publication serves as a free, detailed guide to the County’s attractions, accommodations, shopping, full-service restaurants, historical landmarks, parks, trails, and more. In addition to extraordinary photos from Michael A. Anderson Photography, this edition includes the popular illustrated map and race shop guide as well as new community features, seasonal inspiration and a motorsports itinerary. The Destination Guide is currently available throughout Cabarrus County and the state of North Carolina and can be acquired by: ▶ Stopping at the Cabarrus County Visitor Information Center, participating lodging partners, local attractions, and small businesses. ▶ Calling the Cabarrus County Visitor Information Center at 800-848-3740. ▶ Accessing the digital version at ExploreCabarrus.com. STRATEGIES ▶ Continue implementing Visitor Services Partner Connection weekly delivery to ensure all participating hotels, attractions and restaurants always have an ample supply. ▶ Continue in-room stocking program at participating lodging properties. ▶ Collaborate with Destination Services to ensure

Distribute over 75,000 copies of the 2025 2026 Cabarrus County Destination Guide GOAL

every group, association, meeting planner and FAM tour has received the Guide as part of their welcome package. ▶ Educate and encourage partners who do not currently offer the Guide at their location to provide this helpful resource to their guests.

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WEBSITES EXPLORE CABARRUS

LEISURE WEBSITE: EXPLORECABARRUS.COM

CONTENT ECOSYSTEM The content ecosystem provides many opportunities to leverage content across owned, earned, and paid channels. On ExploreCabarrus.com, two components complement each other to give users the information they need to learn about and experience Cabarrus County: CONTENT STRATEGY In partnership with digital marketing agency Casual Astronaut, Explore Cabarrus takes a strategic approach to content creation connecting with audiences via various platforms including website, social media, email, and content hub. The strategy aims to differentiate the content of each platform while creating a cohesive program that engages current and potential visitors as well as residents with useful information to drive visitation.

Core Website Content

A visually appealing showcase of the area’s unique experiences, the core website pages also include the resources needed to help users plan their visit.

Content Hub: The Drift

A place for seasonal news, event features and themed trips, this curated collection of articles and itineraries features the stories Cabarrus and is based on the annual editorial calendar.

Leisure Market

Each with their own goals and strategy, these components provide ongoing value to users and foster deeper engagement and a more robust understanding of the Cabarrus County experience. All content aligns with the core brand personality and incorporates proper categorization to ensure site visitors find content quickly and easily as well as proper tagging to support marketing automation efforts.

BUSINESS WEBSITE: CABCOCVB.COM

Built and maintained in-house, this website was designed as a tool to easily share information about our organization and tourism in Cabarrus County with local stakeholders. In addition to research insights and the Press Room, the site features an advocacy content hub that shares some of the ways our organization is working to move Cabarrus County’s hospitality and tourism industry forward.

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PUBLIC RELATIONS COMMUNICATIONS &

The Communications & PR department strives to inform, inspire and motivate audiences to visit by positioning Cabarrus County as one of the most vibrant destinations in the Southeast.

MEDIA RELATIONS

Developed with our Public Relations agency partners Lou Hammond Group, the PR Plan centers on four narrative arcs which showcase our hospitality partners and highlight Cabarrus County as an affordable destination with year-round offerings. The plan aligns with our destination brand and considers current travel and media trends. NARRATIVE ARCS

CULINARY How to immerse in the area’s dining experiences and craft beverage trail

FAMILY FUN A unique collection of activities and opportunities for families to connect

MOTORSPORTS & ADRENALINE Exclusive high-speed experiences in the heart of “Where Racing Lives”

CULTURE | ALL AMERICANA

Stories of the destination’s legacy and quintessential American experiences

GOALS & STRATEGIES ▶ Create Awareness & Raise Profile Raise awareness of Cabarrus County as a family friendly destination for dining and culture, road trips, outdoor adventure and more. Host virtual and in-person experiences to engage and develop new relationships with media and content creators. ▶ Generate Noteworthy Results Garner quality coverage for the destination in target national, regional and local outlets. Utilize research insights to increase overnight visitation and attract visitors who will stay longer and spend more. ▶ Engage Target Audiences Create new story angles geared toward specific niches, including location and interest. Connect with media contacts via conferences, missions and events. Engage local partners through various initiatives and PR opportunities. ▶ Support Marketing Initiatives Support the destination brand and collaborate with all agency partners to inform visitors about the area’s variety of offerings. Share earned media on owned channels and integrate content strategy to support PR.

Communications & PR

TACTICS

▶ Pitching & Press Releases Proactive and reactive destination pitching to niche interest segments. Regularly share press releases supporting current and upcoming initiatives.

▶ Media Visits & Influencer Partnerships

Coordinate individual/group media and influencer visits to the destination on an ongoing basis, aligned with target audiences and storytelling goals. ▶ Media Missions Connect with media in key markets during media missions and conferences to highlight upcoming events and initiatives in Cabarrus County. ▶ Additional Tactics Collaborate with hospitality partners. Reference editorial calendars, monitor travel trends, maintain the online Press Room and more.

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PUBLIC RELATIONS COMMUNICATIONS &

SOCIAL MEDIA

The goal of our social media channels is to inspire exploration among visitors and locals through authentic storytelling and helpful, easy-to-access resources. INCREASE RELEVANCY & PARTNER ENGAGEMENT Become a go-to resource for locals and establish our channels as the official authority on exploring Cabarrus through frequent partner visits and features. INCREASE ONLINE PRESENCE & GROW MEANINGFUL COMMUNITY Attract a wider audience by diversifying content across channels while supporting paid social campaigns. Boost efforts through partnerships with content creators. INCREASE ONLINE COMMUNITY ENGAGEMENT Through research and analytics, maintain an up-to-date understanding of our online community and create social media content strategy and calendar accordingly.

Communications & PR

COMMUNITY RELATIONS

The Communications & PR department also works to enrich community relations and cultivate destination ambassadors among residents of Cabarrus County and the surrounding region.

ADVOCATE for tourism by sharing economic contribution and positive impact of the industry.

CONNECT regularly with hospitality partners to uncover fresh story angles and news.

CONTRIBUTE to municipal communications and participate in local speaking opportunities.

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DESTINATION SERVICES SALES &

The Sales and Services team continues to successfully promote Cabarrus County’s hospitality assets to the group and convention markets. Our mission is to position Cabarrus County as a premier destination for meetings, conventions, and sporting events by engaging rights holders across all group market segments. All qualified leads generated through our efforts are shared with local hotels, attractions, and meeting venues to drive business and collaboration within the destination. Each market segment is supported by a strategic sales action plan, reinforced by a creative advertising campaign designed to improve our reach and impact. With group and convention business steadily gaining momentum over the past few years, cultivating strong relationships with rights holders remains a top priority for long-term success. Understanding and addressing our partners’ needs is essential. Our sales strategies are designed to identify and fill gaps in business, ensuring we bring value to our stakeholders while driving growth. As our sports facilities continue to expand, targeted plans are also in place to attract new sporting events that generate significant demand for the destination. In addition, we will continue offering strategic sponsorship opportunities to help secure key group business and elevate Cabarrus County’s appeal as a group travel destination.

PLANNED ACTIVITIES

▶ Execute Strategic Sales Action Plans: Continue implementing tailored strategies for each market segment to drive targeted results. ▶ Expand Sports Market: Actively grow business within the sports group segment through focused outreach and engagement. ▶ Engage Third-Party Meeting Planners: Strengthen relationships with third-party planners to increase bookings and visibility for the destination. ▶ Increase Lead Generation: Achieve a 5% increase in qualified leads compared to FY26. ▶ Host Customer FAM Trips: Organize and execute four (4) familiarization trips to showcase Cabarrus County to potential clients. ▶ Maximize Revenue for Partners: Deliver demand dates to local partners to support effective revenue management. ▶ Foster Customer Relationships: Continue to build and maintain strong, lasting relationships with group clients. ▶ Launch Group-Focused Advertising Campaigns: Develop and deploy creative marketing efforts aimed at promoting group business. Develop advertising campaigns to promote group business to the destination.

▶ Deliver Exceptional Group Services: Provide top-tier services and support to all groups visiting Cabarrus County. ▶ Enhance Social Media Engagement: Increase presence and interaction on key group-focused social platforms to support brand awareness and lead generation.

▶ Attend Industry Tradeshows: Maintain a strong presence at scheduled

tradeshows to connect with industry professionals and generate leads.

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GROUP BUSINESS & NICHE MARKETS

▶ Sports (Traditional and Non-Traditional) ▶ Automotive Clubs ▶ Local, State & Regional Associations ▶ Military Groups ▶ Corporate Meetings ▶ Fraternal Groups

▶ Third Party Meeting Planners ▶ Social Groups ▶ Weddding & Reunions ▶ Educational Groups ▶ Religious Groups

TARGET AUDIENCE

▶ Meeting Planners

▶ Car Club Planners

▶ Third Party Planners

▶ Military Chaplains

▶ Sports Rights Holders

▶ Student Group Planners

▶ Brides

▶ Educational Leaders

▶ Family Planners

TARGETED MESSAGING STRATEGY Our messaging efforts will be specifically designed to reach key decision-makers responsible for booking meetings, conventions, and sporting events. All creative content will remain firmly aligned with Cabarrus County’s brand identity, ensuring a consistent, professional presence across all marketing channels. To maintain strong visibility throughout the year, campaigns will be strategically scheduled for consistent engagement and awareness. MEDIA MIX STRATEGY ▶ 75% Web-Based Advertising Includes digital display ads, sponsored content, paid social media, email campaigns, and other targeted digital efforts aimed at high-impact engagement. ▶ 25% Print Media Includes placements in trade journals, industry publications, and event programs that reach our core group market audiences. This well-balanced, data-driven approach is designed to keep Cabarrus County top-of-mind among decision-makers, maximize return on investment, and adapt to evolving media consumption habits in the meetings and events industry.

Sales & Destination Services

MEMBERSHIP ▶ Meeting Planners International – Carolina Chapter – (MPI-CC) ▶ Association Executive of North Carolina – (AENC) ▶ Helms Briscoe – (HB) ▶ Religious Conference Management Association – (RCMA)

▶ North Carolina Sports Association – (NCSA) FAMILIARIZATION TRIPS (FAMS) Conduct four race-related familiarization trips to our destination in FY25. Invitees will include:

▶ Sports Rights Holders

▶ 3rd Party Meeting Planners

▶ Religious Conference Planners

▶ Corporate Meeting Planners

▶ State Association Planners

▶ Local Rights Holders

CLIENT ENGAGEMENT & INDUSTRY OUTREACH ▶ Host Client Events in Feeder Markets: ▶ Conduct “Lunch & Learn” Sessions:

▶ Attend Industry

Specific Tradeshows: Maintain a consistent presence at targeted industry tradeshows to build brand awareness, generate leads, and stay informed on market trends and opportunities.

Facilitate informative and engaging “Lunch & Learn” events in both established and emerging markets to educate decision-makers about the benefits of hosting events in Cabarrus County.

Organize in-market events in key feeder cities to engage both current clients and prospective customers, strengthening relationships and driving new business to Cabarrus County.

FY 2026 - ROOM NIGHT GOALS

60,000 50,000 40,000 30,000 20,000 10,000

125,000 Room Night Leads 300 LEADS for

50,000

45,000

30,000

Corporate/ Association

Sports

SMERF

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Sales & Destination Services

DESTINATION SERVICES

The Cabarrus County Convention & Visitors Bureau Destination Services Team is dedicated to the success of every meeting, convention, and event held in our community. Our goal is to ensure that every planner has the support they need and that every attendee enjoys a memorable and seamless experience.

Before Visiting Events:

Our experienced services team works closely with planners to provide personalized assistance, local expertise, and valuable resources. Support includes:

Assist with Driving Attendance

On-site Event Assistance

Engagement with Local Partners

Off-site Catering Referrals

Destination Knowledge and Recommendations

Volunteer Coordination

Site Inspection Coordination

Speaker Suggestions

Give Back Program Assistance

Official Welcome Letters

Convention Housing Coordination

VIP Package Coordination

Offsite Venue Recommendations

Distribution of Destination Guides

Keynote Speaker Assistance

Mobile Marketing Unit Availability

Transportation Coordination

Economic Impact Reporting

Event Promotion Support

Welcome Bag Distribution

Whether it’s coordinating logistics or connecting planners with local resources, our team is here to ensure every event in Cabarrus County is a success from start to finish.

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DESTINATION SALES 2026 MARKETING PLAN

FY 2026 TRAVEL SCHEDULE

SUMMER

FALL

July 2025

August 2025

September 2025

October 2025

November 2025 MPI-CC Annual Meeting, Awards Gala & 2026 Board Installation

December 2025

NorthStar Meetings Group Destination Southeast

SPORTS Relationship Conference Columbia, SC

LamontoCo AXS Arlington, TX

ANEC Fall Conference

AENC Tradeshow

AENC Annual Meeting Raleigh, NC

Connect Sports Market Place Miami, FL

TEAMS Conference Columbus, OH

Client Appreciation Event

Sports ETA 4S Annapolis, MD

MPI Chapter Meeting

NCSA Meeting

Sales & Destination Services

SPRING

WINTER

January 2026

February 2026

March 2026

April 2026

May 2026

June 2026

Sports Express Conference Fort Myers, FL

eSports Travel Summit Cincinatti, OH

2026 RCMA EMERGE

NCSA Meeting

GMID

NCSA Meeting

NorthStar Meetings Group - Small and Boutique Meetings Spring

MPI Chapter Meeting

Conference Direct APM

MPI Chapter Meeting

Sports ETA Symposium Las Vegas, NV

AENC Spring Conference

HelmsBriscoe ABC 2026

CMCA

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VISITOR SERVICES

Partnership & Visitor Services

The overall goal of the Visitors Services department is to drive visitation to Cabarrus County generating the maximum impact through visitor spending. This is done in conjunction with the CVB’s Partner programs which help prepare, educate, and train our partners ensuring every visit is exceptional. An overall positive stay encourages visitors to stay longer, come back, and spread the word that Cabarrus County is a great destination. Visitor Services has two primary roles: to enhance the visitor experience in Cabarrus County and to collect visitor data for future marketing efforts.

THE VISITOR WHILE IN CABARRUS COUNTY GOALS

▶ Increase Visitor Center traffic by 10% ▶ Increase the number of visitors engaged by 20% ▶ Continue to draw in local residents to raise awareness of the Visitor Center

▶ Continue to create an experience through excellent customer service and knowledge of the destination that surpasses expectations and results in extended stays and return visits ▶ Increase the diversity of participants sending in referral card visits by 20%

STRATEGIES

Conduct informational sessions with hotel front desk staff to keep them aware of the Visitor Center programs as it relates to the visitor and them.

In-depth training to bolster the knowledge of Travel Counselors, Volunteers, Front Desk Staff , and other influencers.

Visit and update staff at the nine NC Welcome Centers and Visit NC Call Center.

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PARTNERSHIP Partnership’s overall goal is to develop strategic partnerships in which mutually beneficial relationships are forged between the Cabarrus CVB, hospitality partners, and the local community. Destination and professional training and exposure is offered through education, networking, site visits, hosting events and CabCoCVB.com. PARTNERSHIP GOALS

▶ Increase awareness of the Visitor Center

▶ Communicate countywide tourism economic impact to non-traditional partners

▶ Support CEO with advocacy efforts in Cabarrus County

▶ Urge partners to use itineraries that encourage visitors to extend their stay or come back

STRATEGIES

Meet Meet with partners one-on-one or present at meetings when appropriate to relay the value of using the CVB extranet to help drive visitors to their organizations. Network Visit ten partners each month to discuss the extranet, networking opportunities, Visitor Center and all the tools offered by the CVB to help drive business to their organizations. Programming Continue to deliver excellent programming during partnership meetings while giving partners an opportunity to gain exposure through hosting an event. Special Events Continue to hold special events during National Travel & Tourism Week. Recognition Continue to hold the Golden Helmet Awards event in recognition of our stakeholders and partners. Support Encourage traditional and non-traditional partners to utilize the CVB office meeting space. Present Present the economic impact of tourism to local organizations. Advocate Continue to present to local groups as part of tourism advocacy.

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PARTNER EVENTS 2026 MARKETING PLAN

FY 2026 PARTNERSHIP CALENDAR

1 ST QUARTER

2 ND QUARTER

July 2025

August 2025

September 2025

October 2025

November 2025

December 2025

Destination Training

Networking

Lunch-n-Learn

Coffee CHAT

Networking

Coffee CHAT

Small Business Webinar

Celebrate Cabarrus

Coffee CHAT

NHRA

Lunch-n-Learn

Holiday Event

Bi-annual Collaboration Event with Visit Charlotte

Destination Training

Coffee CHAT

NASCAR

Partnership & Visitor Services

3 RD QUARTER

4 TH QUARTER

January 2026

February 2026

March 2026

April 2026

May 2026

June 2026

Lunch-n-Learn

Coffee CHAT

Networking

Coffee CHAT

Coffee CHAT

Coffee CHAT

Hospitality Night with the Cannon Ballers

Destination Training

Destination Training

Destination Training

Networking

NASCAR

Destination Training

Lunch-n-Learn

NHRA

Food Truck Rally

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BOARD OF DIRECTORS

Steven Steinbacher Cabarrus Brewing Company Seat Number 10 Tourism Activist steve@cabarrusbrewing.com

Vinay Patel SREE Hotels Seat Number 11 Hotelier vinay.patel@sree.com Jennifer Teague Harrisburg Seat Number 12 At-Large jteague@harrisburgnc.org

Kenny Wortman / Secretary Cabarrus County Seat Number 1 BOC Member or County Manager kmwortman@cabarruscounty.us

Sean Newton Cabarrus County Seat Number 4 sbnewton@cabarruscounty.us

Lloyd Wm. Payne Jr. City of Concord Seat Number 5 BOC Member or County Manager paynel@concordnc.gov

Matt Long Charlotte Motor Speedway

Melissa Ewert Hilton Garden Inn Seat Number 6 Hotelier melissa.ewert@hilton.com

Seat Number 2 Tourism Activist mlong@charlottemotorospeedway.com

Devante Williams Hampton Inn & Suites Concord/Charlotte Seat Number 7 Hotelier (At-Large) devante.watkins@hilton.com

James Ross Concord Mills Seat Number 9 At-Large jross@simon.com

Angela Brown Great Wolf Lodge Seat Number 8 Hotelier abrown@greatwolf.com

Alison Paladino The Chamber Seat Number 3 At-Large apaladino@cabarrus.biz

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STAFF DIRECTORY

EXECUTIVE TEAM

Gayle Love Lee, CDME Vice President, Partnership & Visitor Services gaylelovelee@explorecabarrus.com Brittany Hoyt Partnership & Events Manager, brittanyhoyt@explorecabarrus.com Nick Dorney Visitor Services Manager nickdorney@explorecabarrus.com Amanda McMillin Visitor Services Coordinator amandamcmillin@explorecabarrus.com PARTNERSHIP & VISITOR SERVICES Michael Bonoffski, TMP, CDME Senior Vice President, Marketing & Communications michaelbonoffski@explorecabarrus.com Julie Hinson, TMP Director of Communications juliehinson@explorecabarrus.com Kristen Cranford Marketing Manager kristencranford@explorecabarrus.com MARKETING & COMMUNICATIONS

Donna Carpenter, CDME President & CEO donnacarpenter@explorecabarrus.com

John Mills, CDME Executive Vice President johnmills@explorecabarrus.com

Jessica McDonald Director of Finance and Administration jessicamcdonald@explorecabarrus.com

John Poole Senior Vice President, Sales & Destination Services johnpoole@explorecabarrus.com Paul Sheehan Sales Manager paulsheehan@explorecabarrus.com Jason Arnold Sales Manager jasonarnold@explorecabarrus.com Linda Longmire Destination Services Manager lindalongmire@explorecabarrus.com SALES & DESTINATION SERVICES

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MARKETING PLAN 2025-2026