May 2008

Destination positioning and branding,

What’s it all about?

by John Cooper

Do you know what it takes to make a city a destination, or how to brand something outside of your comfort zone? John Cooper, President and CEO of the Yakima Valley Visitors & Convention Bureau (VCB) knows all to well. On a daily basis he leads a team of professionals to drive tourism, business and so much more to our little slice of Heaven. And much of what they do benefits businesses we work with on a daily basis; restaurants, hotels, retail… they all reap the rewards of the work of the VCB.

  • Why does Yakima Valley need positioning and branding?
  • Who benefits, and how?
  • Who's involved?
  • How will these new position strategies be used?

Not only will this be a great learning experience for every member of your team, it would be a great opportunity to bring clients of yours to learn more. It will give both of you an eye-opener on what is being done to drive business to them and how they can be more accessible to the out-of-towner and more successful overall.

John Cooper graduated from the University of Oregon with a degree in recreation and parks management.  He is a 1998 graduate of the U.S. Chamber of Commerce Institute of Organization Management at U.C.L.A. 

John is the President and CEO of the Yakima Valley Visitors and Convention Bureau, a position he has held since June.  Prior to that, he was CEO of Bellingham/Whatcom County Tourism, a position he has held for fourteen years. Past professional experiences include Executive Director of the Southern Oregon Visitors Association and the Corvallis Convention and Visitors Bureau.

He has served on a number of industry boards including serving as president of the Western Association of Convention and Visitor Bureaus and Washington Association of Convention and Visitors Bureau.

In recognition of his accomplishments, John was named Executive of the Year in 2001 by the Washington Society of Association Executives and Tourism Professional of the Year in 2002.
Currently accepting payments for monthly lunch meetings.
Members & Guests - $13
 Non-Members - $20

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