Don’t call it "the CVB” anymore.
The Fort Worth Convention and Visitors Bureau announced a name change Wednesday at its annual meeting and breakfast — “Visit Fort Worth.”
The new name comes as the organization launches a Destination Master Plan to increase tourism, visitor spending and length of stay. Efforts to support the initiative are already underway, one of them being the decision to make Trinity Metro's Molly the Trolley free in downtown again, starting Thursday.
Subsidies from Visit Fort Worth, Downtown Fort Worth, Inc., and Sundance Square — as well as contributions from downtown hotels like the Omni, Worthington Renaissance, and Sheraton — will help pay for the service. The cost to operate Molly the Trolley is about $1 million each year, and downtown organizations will contribute a total of nearly $136,800 annually to help offset the cost.
“Molly the Trolley is a crucial part of the downtown visitor experience,” Bob Jameson, president and CEO of Visit Fort Worth, said in a statement. “Public transportation is a coveted amenity that many convention planners and other visitors consider when choosing a destination. The CVB is happy to help subsidize Molly the Trolley because this service is a win for downtown and the future of tourism.”
Also planned for this year is Texas Crossroads, a series of acoustic concerts set to take place at McDavid Studio in the fall. Jameson said at the meeting that more details will be announced in the spring, but the event "will showcase a mashup of very different artists who do not normally appear on the same stage together."
During the meeting, Jameson also called for the city to continue working on bringing additional hotel rooms, as well as moving forward with the planned renovation and expansion of the Fort Worth Convention Center.
"We are not able to accommodate all of the business that wants to be here, and the goal is to attract more," he said.
According to Visit Fort Worth, the city reached 9.1 million visitors in 2017 (up from 8.8 million reported last year), resulting in a $2.4 billion economic impact and $116 million in local tax revenues.
DFW Airport was also honored during the meeting with the 2018 FWCVB Hospitality Award, given to "a person, company or organization that has made significant contributions to developing, marketing and delivering visitor experiences to Fort Worth’s travel, tourism and hospitality industry," according to a news release.
More information on the master plan can be found on Visit Fort Worth's website.