Most people see the fun side of tourism, with images of Lake County’s great attractions and festivals and our seasonal marketing campaigns like Spooks & Spirits, Holiday Your Way, Flavor Festival, the Libation Trail and Summer Road Trips. Click here to learn more about how VLC is serving up fantastic flavors and festive fun this fall.
But the real product of our work is helping to attract leisure and business travelers who in 2024 brought $1.96 billion dollars in revenue, generated $71.1 million in local tax revenue and nearly $136 million in state tax revenue. The VLC sales team alone recruited $8.1 million in meetings, sports, reunions and group tour business. And the 15,514 hospitality jobs in Lake County represent a significant economic force and supports thousands of local families.
In the 20+ years that you've been leading Lake County tourism, how has the approach changed?
Convention and Visitors Bureaus (CVBs) were traditionally formed to promote the big attractions and put “heads in beds” at local hotels through sales and marketing efforts. Now, the priorities have evolved into strategic community leadership, steering destination development, workforce issues and creating measurable economic impact.
The work we do helps reflect the quality of life in Lake County, encouraging new business investment, residential diversity and lifestyle enhancements in all the communities we serve. Welcoming guests to personally experience our unique destination can set the wheels in motion to make Lake County a worthy home - It all starts with a visit!
How do you work with public and private partners to attract visitors?
We are fortunate to now have 18 communities plus Lake County government, who all understand the economic power of tourism, and are partnering with us to provide positive messaging to attract outside investment. Everybody wins in this collaborative approach to promoting the whole destination, while also lessening the burden on local taxpayers.
Our fine arts community, culinary treasures and natural amenities position us as the perfect place to spend leisure dollars. Each town has its own character, special events and landmarks that we can combine into attractive packages. With all the amazing people, accommodations and unique attractions that call Lake County home, it is not a hard sell!