Reno Tahoe

Visitation to Washoe County has been declining for 11 straight years. Tourism is a key driver for the regional economy pumping in billions of direct dollars and generating taxes that help fund initiatives to improve our quality of life. The Reno-Sparks Convention and Visitors Authority (RSCVA) has worked with a wide array of stakeholders to determine where opportunities exist to grow overall visitation and understand what key messages appeal to potential visitors.

By introducing Reno Tahoe to a fresh group of potential visitors, the RSCVA is optimistic that the destination will see and increase in the number of visitors, increase in the number of rooms/nights booked and an increase in the average daily rate charged at regional hotels, casinos and resorts.

The process of reaching out to these customers starts with a Market Segmentation Study, based on comprehensive research – the culmination of extensive input from regional stakeholders, the RSCVA Board of Directors and consumers. During this year-long process, the RSCVA communicated with nearly 10,000 potential consumers through face-to-face interviews, panels and Web surveys. The study identified that there is a need to more effectively connect with potential visitors on an emotional, experiential level.

Using this study, the RSCVA, in partnership with Mortar (a San Francisco-based brand agency selected through an extensive RFP process), is in the process of developing a new brand promise for Reno Tahoe to reach these potential customers.

This blog is one of the tools the RSCVA is using to communicate with community members and stakeholders about this process. We welcome your comments and suggestions and look ahead with optimism to a new era of marketing the region.

Learn about the mission of the RSCVA here, and executive staff here.

About the author

Michael Thomas is Executive Director of Marketing for the Reno-Sparks Convention and Visitors Authority. RSCVA’s marketing department works on behalf of its partners to promote tourism and convention business through advertising, public relations, online efforts and event partnerships. Thomas’ background includes work in television news, economic development, business development and sales. He lives in Reno with his wife and two children.