City of Concord Announces "Diablo Valley" Initiative

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Marketing Program to Bring Revenue, Tourism to Concord

Visit Concord, the new Tourism Business Improvement District (TBID), the City of Concord and the Greater Concord Chamber of Commerce today announced the “Diablo Valley – Defying Expectations” initiative, a new brand and marketing campaign created to showcase Concord and the surrounding Diablo Valley area as a conference and tourist destination for local, national and international travelers. The goal of the Diablo Valley initiative is to call attention to the beauty, convenience, adventure and value in the area for leisure travelers, meeting planners, and those looking to plan weddings and social events.

To kick off the Diablo Valley initiative, Mayor Tim Grayson will address the press and the public at a launch event on May 29, 2014 at the historic Todos Santos Plaza with music, entertainment, and information for Concord residents and businesses about what the Diablo Valley initiative will mean to the city.

“The city of Concord is a thriving, centrally located city where travelers can experience the best of the East Bay,” said Matt Hohenstreet, Diablo Valley board member and spokesperson. “The Diablo Valley initiative is much more than a new name. Diablo Valley is an area-wide campaign to present our culture, history and location, and natural beauty to travelers who haven’t discovered us yet.”

The associated marketing campaign will tell the area’s story and tout the outdoor activities, dining, microbreweries, festivals, entertainment options, and numerous outstanding hotels with meeting and convention space. Diablo Valley will be promoted via a custom website, print, online and outdoor advertising, promotional events, public relations and social media.

The Creation of Diablo Valley

The Diablo Valley initiative was established by the TBID on April 9, 2013 when the Concord City Council adopted Resolution No. 13-23. The TBID consists of nine area hotels that are contributing an annual assessment rate of three percent of gross room rental revenue on lodging business. Beginning on June 1, 2013 and ending five years later on May 31, 2018, the assessment is expected to generate approximately $750,000 in annual funds that will be used towards marketing to increase tourism to the area, and ultimately to increase employment and revenue for Concord-area businesses.

Representatives from the hotels, the Concord Chamber of Commerce and the City of Concord, formed a committee to oversee the use of those marketing funds, and created the name and brand of Diablo Valley. The nine hotels include the Crowne Plaza Hotel, the Hilton Concord, the Clarion Hotel, Premier Inns/E-Z 8, Best Western Plus Heritage Inn, Motel 6 Concord, America's Best Value Inn, Studio 6 Concord, and the Days Inn Concord.

About Diablo Valley

Diablo Valley is a hidden gem in the East Bay, conveniently located near or a short drive from San Francisco, Napa Valley, San Jose and Sacramento. Accessible by public transportation, travelers delight in discovering the beauty and adventure of Diablo Valley, which is anchored by the historic and spirited city of Concord with vibrant outdoor festivals, dining, microbreweries, abundant parks, and recreation options, along with Mount Diablo State Park, featuring hundreds of miles of regional hiking and biking trails. Whether taking day trips to San Francisco or Napa Valley, or enjoying the active California life and breathtaking views of Mount Diablo, the area features modern, friendly lodging and locations for families, weddings, and corporate events.

The Diablo Valley website and associated integrated marketing campaign including a social media Facebook contest is slated to launch in late May 2014. Time and details about the May 29 kick-off event will be announced at a later date.    

Media Contact:
Beth Strautz
(773) 895-5387

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