VisitDallas Curates the Dallas Experience for Visitors

VisitDallas, the sales and marketing organization for the city of Dallas, is a pioneer in the destination marketing organization (DMO) space, leading the way in shaping the visitor experience for travelers of all kinds.

The most progressive DMOs are developing new partnerships with local organizations to improve the destination experience. VisitDallas, for example, developed the Margarita Mile by creating a collection of top bars and restaurants that each celebrate the frosty cocktail in innovative ways.

Through this initiative, VisitDallas staked a claim that Dallas is the “Official Home of the Frozen Margarita,” as the frozen margarita machine was invented by Dallas restaurateur Mariano Martinez in 1971. However, the Margarita Mile is much more than a collection of the best and most brazen margaritas in the city, conveniently located in a colorful mobile application. The app also helps visitors discover great neighborhoods, restaurants, and bars across the region that they may have never found otherwise.

According to Phillip Jones, President and CEO, VisitDallas views customer experience as over-delivering on what people expect, while bringing to life surprising little touches along the way. In 2016, VisitDallas developed an entire department — and a C-level position — around this concept, making it the first DMO in the country to move in this direction.

“VisitDallas is committed to making the total visitor experience our number one priority,” said Jones. “We are hiring top talent within, as well as training all front-line hospitality employees to deliver on memorable moments and top-shelf customer service.”

VisitDallas goes beyond just getting a visitor to their city, although it is done that successfully for several years. Last year alone 27.2 million people visited Dallas, spending 4.7 billion dollars and generating a total economic impact of $8 billion. But the organization also strives to build an overall experience that keeps visitors coming back and sharing their stories with family and friends.

For example, in an effort to truly drive the experience design, VisitDallas partnered with Southwest Airlines to build the Customer Service Master Class, “It’s Hospitality Y’all,” to train front-line hospitality employees. The immersive one-day event brought together everyone from restaurant service staff to hotel employees to teach the Southern hospitality Dallas is known for.  

Looking ahead, the future VisitDallas Experience Center to be built at Klyde Warren Park will revolutionize the traditional visitor center — blending best-in-class customer service with interactive technology to immerse visitors in a personalized journey unprecedented in North America. Design and construction is scheduled to begin in 2019, with completion expected in 2023.

VisitDallas aims to design all kinds of experiences that leave a long-lasting impression. Whether you are a native Texan or from hundreds of miles away, Dallas has a way of always coming to top of mind.

Dallas brothers Jason and Michael Castro, of “American Idol” fame and the band CASTRO, were so inspired by the experiences they’ve had in their city, they worked with VisitDallas to write the song “Forever Texas.”

“We wanted a song to represent our city, and CASTRO was the perfect voice to capture Dallas’ essence in a catchy tune,” said Frank Librio, chief marketing officer of VisitDallas.

Now, visitors and locals alike can sing along and recount all their BIG experiences. Check out the music video at www.VisitDallas.com/ForeverTexas.

Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact