The Amarillo Chamber of Commerce and Amarillo Convention and Visitors Council (CVC) work to promote economic growth and tourism in Amarillo, Texas. The Chamber was established in 1926 and the CVC was founded over 30 years ago. Their missions are to enhance business and preserve quality of life for the Chamber, and positively impact Amarillo's economy and image through destination marketing for the CVC. Key stakeholders include the Amarillo and Canyon communities, local businesses, tourists, and the state of Texas. Both organizations actively use social media like Facebook, Twitter, Instagram, and video to promote events and destinations. They measure their success through social media followers, awards, and website analytics. The CVC also uses tools like Google Analytics to

1. CHAMBER OF COMMERCE
and the Amarillo Convention and Visitors Council

2. HISTORY
• “The Amarillo Chamber of Commerce
was established in 1926 to be the leader
for the improvement of the economy
of Amarillo.”
• The CVC has been around for a little
over 30 years. The CVC is also funded
by a hotel occupancy tax.

3. THE MISSION
• “The Mission of the Amarillo Chamber of Commerce is to enhance business and
industry growth while preserving a high quality of life.”
•“Our mission is to impact the economy and image of Amarillo positively through
destination marketing and related support programs.” -Dan Quandt

4. STAKEHOLDERS
Amarillo Community
Canyon Community
Business Community
Tourists
State of Texas

5. NEW MEDIA
Chamber of Commerce
• Active on social media sites like :
• YouTube- event commercials and weekly radio recap videos
• Issuu- online archive to the electronic and printed
newsletters
• Flickr- each event gets a special album (ribbon cutting,
fundraising)
• On Facebook, Twitter, and Instagram (Facebook is the main
social media they go to.
• Use bit.ly to shorten links they send out to members
• They use GoCast “to record and post on our website homepage
instantly our ribbon cutting and chamber events or personalized
member messages.” -Penni Bentley
CVC
• Drone, Nikon Camera, Cell Phones
• Social media is there biggest use of new media because it gets
the message out fast
• Facebook
• Instagram
• Twitter
• Website: huge indicator of how well they are doing

6. MEASUREMENT
Chamber of Commerce
• They use the followers they have on social media as a form of
measurement.
• In 2011, won 1st place in the Texas Chamber of Commerce
Executives media contest in social media.
• In 2013, won 1st place in the American Chamber of Commerce
Executives awards for communication excellence contest in
social media.
• All of their social media is organic, they don’t promote any
posts.
• They don’t like using Hootsuite because they feel that it is lazy.
CVC
• Google Analytics
• Madden Media: Integrated Digital Marketing Campaign
• Nobox Creative: Digital Ad Campaign
• Award for Man-Versus-Steak

8. TOURISM MARKETING
STRATEGY
Travelers use social media for inspiration, trip itinerary and to
share memories.
According to Hootsuite you must “Find visitors before they
arrive”:
Be a helpful guide to the questions they might have when
they arrive.
Find out what the Out-of-market conversations are:
using analytics see what out of town travelers want to
see.

9. WAYS TO PROVIDE VALUE TO
YOUR CHAMBER
Adapting activities to the time
Innovation
Reaching out and becoming/remaining human
Be attentive to your members
15 ways

10. REFERENCES
Penni Bentley, Senior Communications Director for the
Chamber of Commerce
Dan Quandt, Vice President of the Amarillo Convention and
visitors council
Your Membership. (2013)15 Ideas to Provide more value for
your Chamber of Commerce Members.
Mulvey, J. (2015) 5 New Tactics for Your 2016 Tourism
Marketing Strategy. Hootsuite.