Walnut Creek’s Scott Slocum on Launching a New CVB

By Kelsey Ogletree, March 13, 2017

Scott Slocum Walnut CreekLast summer, Scott Slocum—a hospitality guy who’d thus far spent his career working in hotels—stepped into some new shoes: regional director of sales and marketing for the newly formed Walnut Creek (California) CVB. It was a challenging role, no doubt (“Where is Walnut Creek?” is a question he hears often), albeit one that’s near and dear to his heart, as he hails from the East Bay region. He’s out to show why this emerging city 25 miles east of San Francisco might be just the place for meeting planners looking for something new and different.

What went into launching a brand-new CVB for Walnut Creek?

My role was added to the CVB, and a new focus and direction was set for pursuing conferences and events in Walnut Creek. We had a lot of work to do in the first year: a new logo; a new website; new collateral, photography and video; laying the groundwork for what we have; and getting people to know and experience us. It’s been a lot of work but a lot of fun. We’ve had good success in terms of bookings and getting awareness out in the events industry.

What’s your biggest challenge?

The one thing we face is eventually we’re going to have a small convention center up in our area. Most people know San Francisco and Oakland, but they’re confused about what’s considered East Bay. We’re not cohesive in terms of all the areas and valleys.

Can you share your goals for the CVB?

Our immediate goal is to tell the country about how great Walnut Creek is. But longer term we’re asking: How do we get our presence known in a major way? How do we build a convention center? How do we form a coalition of industry leaders to make that happen? Once [a convention center] happens we can announce this region in a whole new way. These smaller regions all compete for business, but if we had a center that accommodates 2,000 to 3,000 people, all the regions could accommodate more, and we would all win. In five years or so that will be happening.

(Visited 194 times, 1 visits today)

Valley Forge stands out amongst the competition by using nostalgia and creativity to craft its new marketing tool: a rock, paper, scissors decision-making

Rob Svedberg, who will serve as project executive for design firm tvsdesign, discusses what will go into upgrading Las Vegas Convention Center.

Martin Enault, chief operating officer of C2, who shared behind-the-scenes details about the event and gave us a glimpse into the future of C2.

What are the best venues to host events and meetings? We begin our year-long quest in the East. Please feel out this short survey and we'll post the results

New trends in technology, F&B and events experiences point to big things for the industry in 2018.

A new $16 million renovation pays homage to The American Hotel’s place in history. The property was the first integrated hotel in Downtown Atlanta.

Learn how the events industry can help as Debi Tengler gives actionable ways planners can assist in fighting this national crisis.

The Latest