Never in the history of the hospitality world have we seen the challenges, changes, and upheaval that we have seen in 2020. As we conclude our 2018 – 2020 Strategic Plan, we recognize the many successes related to our advocacy, but despite best efforts, we also witnessed the significant attrition of our membership. This decline was occurring long before the arrival of COVID – 19 and we identified that unless we evolved, we would eventually cease to exist.
Fortunately, one of our primary focuses over the last 3 years has been a deliberate transition from a “Hotel Association” into a “Tourism Industry Association”. We understood that as we lost one piece of business, we would need to replace it with another to survive.
By design, the association began advocating for a more diverse membership that now includes restaurants, conference/convention centers, tourism, and cultural attractions and even cannabis producers. [...]