San Francisco CVB changes Name to San Francisco Travel Association

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. January 12, 2011

January 12, 2011 - As part of a significant organizational change, the San Francisco Convention & Visitors Bureau's (SFCVB) Board of Directors voted unanimously today to change the name of the organization to the San Francisco Travel Association, effective January 11, 2011.

"Over the past 100 years, this organization has grown and developed as the sales and marketing agency for San Francisco's tourism industry," said SFCVB President and CEO Joe D'Alessandro. "Today, the word 'bureau' doesn't accurately describe who we are. In fact, we are far from 'bureaucratic.'"

The new name is one outcome of the SFCVB's yearlong Centennial Project, which is designed to prepare the organization to best meet the challenges of the next 100 years. The project will enhance every aspect of the Bureau's value and effectiveness. It incorporates strategic planning, technology planning, visitor research, convention sales benchmarking and process assessment, organizational realignment, membership structure and branding.

"This is the most comprehensive review of our business that we've ever done - and one that I believe will lead the way in developing the industry's best practices," D'Alessandro added.

"The key points driving the name change were ensuring and protecting the organization's future relevance in a changing world, while also communicating our curatorial perspective and unique point-of-view," said Matt Stiker, SFCVB executive vice president and chief marketing officer.

Although the organizations name will officially be the San Francisco Travel Association, it will be branded primarily as San Francisco Travel.

"The name 'San Francisco Travel' means that we are about every aspect of traveling to San Francisco. Whether it's leisure travel, meetings and conventions, group tours, domestic or international, editorial or viral, we've got a hand in making it happen," Stiker said.

The new name grew out of extensive research and evaluation of nationwide and industry trends and best practices, as well as surveys and focus groups. As one focus group respondent said, "The company serves as a bridge between visitors and the city to act as a bridge between us and all there is available there."

The change from San Francisco Convention & Visitors Bureau to San Francisco Travel will come in phases, with the complete transformation to coincide with the launch of the organization's completely redesigned website in January, 2011.

The Board was also presented with a new logo for the organization, developed by San Francisco-based advertising and integrated marketing agency Eleven. The new logo features a grid of nine squares which can be used to showcase nine different images or a single image in a window pane effect.

"This new logo allows us to illustrate San Francisco's diversity and strengths and to dramatically deliver the impact of an icon like the Golden Gate Bridge," said Eleven President Courtney Buechert.

The new logo can be seen at http://www.onlyinsanfrancisco.com/sfnews/?p=1701.

The San Francisco Travel Association is a private, not-for-profit organization that enhances the local economy by marketing San Francisco and the Bay Area as the premier destination for conventions, meetings, events and leisure travel. With nearly 1,600 members, it is one of the largest membership-based tourism promotion agencies in the country.

The San Francisco Travel Association was formed in 1909, originally as the San Francisco Convention & Tourist League. In 1921, the organization changed its name to San Francisco Convention & Tourist Bureau; in 1952 "Tourist" was replaced by "Visitors."

Tourism, San Francisco's largest industry, generates in excess of $8.5 billion annually for the local economy.

The San Francisco Travel business offices are located at 201 Third St., Suite 900, San Francisco, CA 94103. The organization also operates the Visitor Information Center at Hallidie Plaza, 900 Market Street at the corner of Powell and Market streets. For more information, call 415-974-6900 or visit www.onlyinsanfrancisco.com.