Marketing Plan

Keweenaw Marketing Program and Assessment

The Keweenaw Convention & Visitors Bureau (KCVB) uses room assessment funds collected in Houghton & Keweenaw Counties to create and execute an annual marketing program to promote the Keweenaw Peninsula as a destination for overnight tourism.  The program is created by the KCVB’s board of directors and submitted to the State of Michigan (Travel Michigan) for review and approval each year.

How is the Keweenaw’s Marketing Program Funded?

The Keweenaw CVB receives a 2% assessment levied on its lodging members’ gross room sales. The money is used to create marketing materials like the Keweenaw Adventure Guide, pay for advertising, promotional items, and support destination development activities like the Keweenaw Visitors Center in Calumet.  The assessment program generates between $350,000 and $375,000 annually.

How Would the Assessment Increase be Used?

The KCVB Board of Directors is reviewing a room assessment increase from 2% to 5%.  This would generate an additional $525,000 – $562,500 each year.  The funding would focus on three core pillars:  Direct Marketing & Promotion, Destination Development, and Administration.

2020 Strategic Plan

The KCVB is guided by a five-year strategic plan adopted in 2020. The plan provides goals and action items identified by the KCVB Board of Directors to help achieve the organization’s mission of increasing overnight tourism in the Keweenaw.

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