Convention & Visitors Bureau
Nestled in the heart of the Texas Panhandle, Lubbock has established a unique niche within the meeting and travel industry. A noteworthy gem of the music industry, the “Hub City” is birthplace of legends like Buddy Holly, Waylon Jennings, Mac Davis and more. Now home to the Buddy Holly Music Center and Concert Hall and the historic Depot District, the music lives on in venues and events throughout the city year-round.
Nicole Knox (Robbins) served as the Director of Marketing and PR for the Convention and Visitors Bureau of Lubbock. During her tenure at the organization, she championed strategic partnership with the Texas Department of Commerce's Imagine Texas! Travel Program and was a founding member of the Buddy Holly Music Festival Board. In support of multiple initiatives spotlighting the unique history and attractions of West Texas Travel, Knox led the All American City Bid, facilitated a regional rebranding initiative and garnered a 50:1 return on investment in media coverage,
SECTORS
Destination Marketing
Travel, Entertainment
Meetings & Events
PRIMARY LEADERS
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Nancy Gray, Executive Director
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Burl Masterson, Chairman of the Board
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David Sharp, President, Economic Development
ENGAGEMENT
Full Time, Director of Marketing & Public Relations
AREAS OF FOCUS
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Brand Strategy
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Destination Marketing and Wholesale Travel
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Festivals, Meetings & Events
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Citywide Bid Process
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PR & Media Campaigns
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Partnership Marketing
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Strategic Alliances
ACCOMPLISHMENTS
EVENT DEVELOPMENT
Ideation and execution of the Buddy Holly Music Festival including nuanced contract negotiations, city-wide logistics, exponential PR and marketing and exclusive strategic partnerships.
BRAND REVITALIZATION
Championed city-wide destination rebrand that included securing funding, agency selection, input and ideation process, creative direction and cascading throughout all channels.
PUBLIC RELATIONS
Partnered with the Texas Department of Commerce as a featured destination in the Imagine, Texas! wholesale and travel media familiarization tour, garnering a 4 to 1 return on media coverage.
KEY RELATIONSHIPS
SCOPE & WORK
Destination Marketing
Vision casting and storytelling were essential to my role with the Walt Disney Travel Company. Clearly communicating a vast offering of accommodations, theme parks, ticket options, dining, add-ons and exclusives was paramount to creating magical and memorable Guest experiences. Beyond our robust product portfolio, each season involved multi-layered product launch strategy. From new attractions, entertainment and exclusive experiences to introducing entirely new theme parks, hotels and entertainment districts, there's always more magic on the horizon from Disney, and our hallmark was creating excitement around these moments.
Meetings & Conventions
Home to Big 12 / Tier 1 Texas Tech University, the Texas Tech Health Sciences Center and a regional hub of wineries and agriculture, Lubbock's diverse business community is a frequent hosts of meetings and conventions of all sizes. In partnership with venues throughout the region, local economic development and tourism entities, the CVB took the lead in securing and servicing a steady stream of events that brought significant economic impact to the region.
Leisure & Wholesale Travel
Lubbock's rich musical and western heritage was a draw to regional, national and international travelers. The CVB creatively showcased events and attractions to raise awareness and garner media attention of what this friendly, laid-back city had to offer. Partnering with area hotels and attractions to develop leisure travel bundles and wholesale travel companies to create group itineraries was just one of the ways the CVB built steady momentum and grew economic impact.
Event Marketing
Located in the heartbeat of the west Texas music scene, Lubbock had a rich musical legacy that encompassed iconic musicians such as Buddy Holly and the Crickets, Waylon Jennings, Mac Davis, Joe Ely, Natalie Maines and many more. The CVB played a leading role in the event development and marketing of the Buddy Holly Music Festival, a 4-day multi-stage event that honored the birthday of the hometown legend, attracting visitors and media attention worldwide. Other events like the National Cowboy Symposium provided diverse entertainment honoring the areas western and ranching heritage.
Regional and State Travel Initiatives
The CVB partnered with the Texas Department of Commerce to attract state and regional travel initiatives like the Imagine Texas! wholesale tour and travel writer familiarization tour to bolster awareness and inbound visitors. Creativity really shone in unique offerings like the Christmas Tumbleweed Trail, which created a series of weekend holiday events in five. neighboring communities that featured themed tumbleweed Christmas trees. Bundled accommodation, event and retail offerings drove economic impact by making the multi-stop experience easy and accessible for guests.
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