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7th Annual Pumpkin…

Oct 5 - 31, 2015
The Lutcher/Gramercy Lions Club presents its 7th Annual Pumpkin Patch at the… more

City Park Pumpkin…

Oct 5 - 25, 2015
Get ready for some nonstop fall fun at New Orleans' City Park! Located at City… more

Collective Media…

Oct 5 - 25, 2015
Join Longue Vue for the first opening of its three-part "Collective… more

Hell Yes Fest

Oct 5 - 11, 2015
HUKA Entertainment and The New Movement are proud to announce the 4th Annual… more

Longue Vue House and…

Oct 5 - 11, 2015
For the 10th Anniversary of the storm, Longue Vue will commemorate the revival… more

New Orleans Swing…

Oct 5 - 5, 2015
Dancers and vintage enthusiasts from all over the world are preparing to visit… more

Preservation Hall…

Oct 5 - 5, 2015
Live New Orleans Jazz Nightly! more

Tai Chi/Chi Kung

Oct 5 - 26, 2015
NOMA, in collaboration with the East Jefferson Wellness Center offers wellness… more

The Foundation…

Oct 5 - 30, 2015
Join us at the Foundation Gallery for  House: Group Exhibition with Andrew… more

The Irish House…

Oct 05, 2015
This is the Biggest Irish Music Session in the south. On a Night you will see… more

The Maison Presents -…

Oct 05, 2015 - Jul 31, 2017
Join us every Monday for a free dinner show featuring Aurora Nealand & The… more

The Photography of…

Oct 05, 2015 - Mar 01, 2016
The Photography of Modernist Cuisine: The Exhibition, a collection of over 50… more

A Conversation with…

Oct 6 - 6, 2015
Join us for a conversation with Lynda Benglis, artist, Katie Pfohl, Curator of… more

A Louisiana Parlor:…

Oct 6 - 11, 2015
This exhibition is in celebration of the acquisition of a superb Rococo Revival… more

Ashe Cultural Arts…

Oct 6 - Nov 12, 2015
The Dinerral Shavers Educational Fund is proud to introduce its newest program,… more

Baby Arts Play! at…

Oct 6 - 6, 2015
Instill a love of art at a young age through a guided, hands-on gallery… more

Clyde & Iggy

Oct 6 - Dec 31, 2015
Join us for the local musical duo Clyde & Iggy.  Their repertoire… more

Maple Leaf Bar…

Oct 06, 2015 - Sep 27, 2016
Join us for live entertainment featuring the Grammy Award winning ReBirth Brass… more

Newcomb Art Museum of…

Oct 06, 2015 - Jan 03, 2016
Join us for the  Exhibition: "A Shared Space: KAWS, Karl Wirsum,… more

The Historic New…

Oct 06, 2015 - Jan 09, 2016
The Historic New Orleans Collection marks the 10th anniversary of Hurricane… more

7th Annual Pumpkin…

Oct 5 - 31, 2015
The Lutcher/Gramercy Lions Club presents its 7th Annual Pumpkin Patch at the… more

New Orleans Launches Strategic Unified Master Plan for the Tourism Industry

Media Contacts:
Kelly Schulz
New Orleans Convention & Visitors Bureau

New Orleans Launches Strategic Unified Master Plan for the Tourism Industry
Plan will result in added value for clients, improved city infrastructure and an enhanced visitor experience

Goal is to attract 13 million visitors annually, create $11 billion in direct spending, 33,000 additional jobs and $700 million in tax revenue by the city’s 300th anniversary in 2018

NEW ORLEANS – Jan. 19, 2010 – New Orleans has launched a strategic unified master plan for the city’s tourism industry, which will create added value for convention and travel planner clients; unprecedented synergies in destination branding; improved city infrastructure; increased jobs and an enhanced visitor experience.

The announcement was made today by Louisiana Lt. Governor Mitchell J. Landrieu, Hospitality Task Force Co-Chairs prominent local developer and hotel owner Darryl D. Berger and Senior Vice President of SMG and supervisor over the New Orleans Superdome and Arena J. Douglas Thornton, and members of the New Orleans Hospitality Task Force, including New Orleans CVB President and CEO Stephen Perry. The goal of the plan is to attract 13.7 million annual visitors by the city’s 300th anniversary in 2018. If New Orleans meets the master plan goals, the cumulative benefits through 2018 will be dramatic: $11 billion in direct spending, 33,000 additional jobs with an average salary of $33,000 a year and $700 million in tax revenue.

The New Orleans Hospitality Industry Task Force commissioned The Boston Consulting Group (BCG), a global management consulting firm and the world's leading advisor on business strategy, to complete a study on New Orleans’ tourism condition and develop a master plan to strengthen tourism in New Orleans. The resulting plan identifies five priorities for moving forward, in addition to specific initiatives to advance each priority:

  • Establish clear governance and sufficient funding for the hospitality industry (a more unified structure for local tourism organizations will consolidate messaging, streamline operations and optimize resources)
  • Aggressively focus on the basics to revitalize core assets (such as the French Quarter and the airport)
  • Strengthen external positioning (through new marketing strategies and branding)
  • Build, engage and support a world-class workforce and community
  • Drive long-term transformation (including the Riverfront and Canal Street)

Stephen Perry, President and CEO of the New Orleans Convention and Visitors Bureau, said, “The strategic master plan is all about making New Orleans the most attractive destination in the nation for leisure trips, meetings, conventions, festivals and special events. No city has the culture, appeal or visitor experience of New Orleans, so we must have the most comprehensive master plan and shrewd business model of any destination marketing organization in the country. The strategic master plan presents best practices and will provide an unprecedented return on investment for every New Orleans visitor, customer and tourism-related business.”

New Orleans’ hospitality industry is one of the city’s largest employers and a primary economic driver. In 2008, New Orleans attracted approximately 7.6 million visitors who spent $4.1 billion, generated more than $300 million in tax revenues for New Orleans and Louisiana, and kept approx. 78,000 people employed.

Members of the New Orleans Hospitality task force are:

  • Co-Chair Darryl D. Berger, Principal and Owner, The Berger Company, Inc.
  • Co-Chair J. Douglas Thornton, Senior Vice President, SMG
  • Quint Davis, CEO, Festival Productions, Inc.-New Orleans
  • Mavis Early, Executive Director, Greater New Orleans Hotel Lodging Association
  • Ron Forman, President and CEO, Audubon Nature Institute
  • Jim Funk, President and CEO, Louisiana Restaurant Association
  • Jim Hutchinson, Office of Tourism, State of Louisiana
  • Bob Johnson, General Manager, New Orleans Ernest N. Morial Convention Center
  • Ti Martin, Co-Proprietor, Commander's Family of Restaurants
  • Bill McCreary, Area Managing Director, Starwood Hotels & Resorts
  • Judy Morse, Chief of Staff, Office of Lt. Governor Mitch Landrieu
  • John Payne, President, Central Division, Harrah's Entertainment, Inc.
  • J. Stephen Perry, President and CEO, New Orleans Convention and Visitors Bureau
  • Steven L. Pettus, Managing Partner, Dickie Brennan & Company
  • Toni Rice, President, New Orleans Multicultural Tourism Network
  • Melvin Rodrigue, Chief Operating Officer, Galatoire's Restaurant
  • Sandra S. Shilstone, President and CEO, New Orleans Tourism Marketing Corporation
  • Michael Valentino, Basin St. Station Visitor Information Center

The New Orleans CVB is the driving catalyst for New Orleans’ largest industry, strategically leading national and international marketing, public relations and visitor services efforts that attract millions of visitors, events, conventions and festivals. Consistently recognized as one of the top five CVBs in the country, the New Orleans CVB is celebrating its 50th anniversary in 2010. For more information, please visit

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