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One major result of the San Francisco Convention & Visitors Bureau’s (SFCVB) year-long Centennial Project — designed to prepare the organization for the coming challenges over the next 100 years — is its new name, the San Francisco Travel Association.
“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 Centennial Project will enhance everything from member structure and branding to technology planning and visitor research for the bureau. With core advancements being made within the organization, the association’s new branding seemed fit to follow suit.
“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.
The name change will come in phases, with the complete transformation scheduled to coincide with the launch of the organization’s new website in January 2011.