Page 304 - CityofGrapevineFY26AdoptedBudget

CONVENTION & VISITORS BUREAU

MARKETING
FY2025-26
ADOPTED OPERATING BUDGET
312-400-424

DIVISION DESCRIPTION
The Grapevine Convention & Visitors Bureau Marketing and Communications teams are responsible for promoting the
city’s hotels, meeting facilities, historic and family attractions, festivals and events, dining establishments, Urban Wine
Trail and retail businesses to the group meetings and leisure markets. The Division is responsible for earned and
unearned media to actively advertise and communicate that Grapevine is the premier destination in North Texas offering
both domestic and international visitors a unique blend of Texas heritage, combined with contemporary amenities. All of
this is done to increase visitors to Grapevine and increase room nights booked which improves the life of all
Grapevinians.

FY26 GOALS AND OBJECTIVES
Manage media buys in-house which would allow for building partnerships that lead to greater efficiencies, provide
added value (i.e. additional impressions, more spots, promotions, interviews, etc.), and receive thorough reporting
Establish an annual buy with a digital media partner which will allow for a continual digital (programmatic, SEO, SEM,
YouTube, OTT/CTV, etc.) and social (i.e. Meta) buy that allows us to utilize geofencing, look alike targeting and SEM to
extend our reach and find more qualified individuals to visit Grapevine
Establish a Marketing Committee made up of stakeholders from Grapevine hoteliers, key attractions, restaurants and
the merchant’s association to review and provide feedback for the 2025-26 marketing plan
Develop an AI program utilizing multiple AI programs that can be utilized by the MarComm team to create better
content, develop strategic plans, assist with creativity and more
Collaborate with a creative agency to develop strategic messaging and campaigns for CVB programs and festivals with
a lead time of 6 months or more so that assets can be effectively utilized to allow for maximum results
Expand our relationship with our photographer to obtain photography, videography and drone footage that is current
and entices people to visit Grapevine
Submit an RFP for Grapevine Today to establish a publisher dedicated to providing quality content, sell more ads, work
efficiently with Mar/Comm staff and submit the publication for printing by end of January 2026
Update our media asset database (Cloudinary) to have better and more accessible assets to share with writers and
meeting planners
Submit RFPs to try and secure a travel writer conference in Grapevine

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