Asheville CVB launches destination music strategy and new music website for travelers


The Asheville Convention & Visitors Bureau (ACVB) is launching a new marketing initiative designed to develop Asheville’s national music reputation. This new initiative promotes the music sector in all its layers including musicians, instrument makers, studios, venues, music shops, attractions and events.

“Visitors are welcomed by music as soon as they arrive in Asheville…buskers on corners, the drum circle vibrating through the city,” said ACVB Executive Director Stephanie Brown. “The Asheville CVB is thrilled to launch a strategic effort to widen that experience, connecting visitors across the landscape of Asheville music and, ultimately, creating sustainability for musicians and businesses in this sector.”

A collaborative effort initiated by the ACVB, the strategic marketing campaign leverages insight from music industry stakeholders and new partnerships with Asheville Commercial Music Enterprise (ACME), Independent Arts and Music Asheville (IAMAVL) and Asheville Music Professionals (AMP).

“The partnership between the ACVB and the music stakeholders will support the continued growth of the Asheville music community and will provide Asheville visitors with the best possible music experience,” said Michael Selverne, CEO of Asheville Commercial Music Enterprise.

An integrated national marketing strategy will drive awareness and visitation via a $150,000 music-centric advertising campaign, along with national media relations efforts and social engagement campaigns. The development and promotion of significant web content and multi-media assets is also instrumental to the initiative.

A new music website on—launching the week of April 18—will play a central role in connecting visitors to Asheville’s musical assets and experiences through streaming video, venue guides, artist profiles, a live music calendar, a curated Asheville radio station and inspiring content.

KEY FEATURES: | Launches week of April 18:

Inspirational Music Scene Content & Connections: The new website will feature a deep well of aspirational and inspirational editorial and multi-media content—including bylined articles from local experts—covering the area’s music heritage, artist profiles, venues, happenings, unique offerings, itineraries, music news, insider experiences and other information of interest to visitors and music lovers.

Live Music Calendar: In partnership with Asheville venues, a prominent and robust listing of music events will connect visitors to the diversity of offerings while driving tickets sales, awareness and demand for shows, festivals and events.

Explore Asheville Radio + Dynamic Artist Listings | ACME Partnership: ACVB will launch an online music player that will serve up themed playlists, local artist info and encourage listeners to purchase songs from Asheville acts. The ACVB has contracted with local partner—ACME—who has expertise in song licensing, artist relations and a deep understanding of Asheville’s music landscape.

Venue Guide & Music Venue Engagement: A key goal of the music strategy is to generate demand for musicians and venues. The venue guide will use both listing and editorial content to showcase the range of Asheville offerings. The ACVB will engage and activate music venues so that they may leverage dynamic venue and event listings capabilities on the site.

Live Streaming Video | IAMAVL Partnership: To complement the deep archive of ACVB and Asheville-based music video content on the website, a partnership with IAMAVL will offer live streaming video of Asheville area shows via Streaming events and archived shows will offer the ACVB social media engagement opportunities while providing additional exposure for Asheville musicians and venues.

Previous initiatives of the ACVB have been instrumental in elevating the region’s culinary and arts culture, growing national awareness and connecting visitors to businesses and experiences throughout Buncombe County.

The ACVB is a contract agent for the Buncombe County Tourism Development Authority. The Asheville CVB promotes the destination through out-of-market advertising and other marketing and sales initiatives, resulting in approximately 3.3 million overnight leisure visitors each year and generating $2.6 billion in economic impact to the region.

About Alli Marshall
Alli Marshall has lived in Asheville for more than 20 years and loves live music, visual art, fiction and friendly dogs. She is the winner of the 2016 Thomas Wolfe Fiction Prize and the author of the novel "How to Talk to Rockstars," published by Logosophia Books. Follow me @alli_marshall

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