Case Study: Glendale Convention and Visitor’s Bureau boosts planner visibility and wins $3.2M in RFPs with Cvent

Technology gives an emerging destination a platform and a way to build relationships with meeting professionals

Glendale Convention and Visitor’s Bureau represents a fast-growing Arizona destination—home to major events like the 2023 Super Bowl and the upcoming 2024 Final Four—but the small CVB team needed better visibility and a digital way to show meeting planners what the city offers. With hotels often lacking complete profiles or staff to manage incoming leads, the bureau needed an easy-to-use platform to market venues, share space details, and capture qualified RFPs.

By investing in the Cvent Supplier Network, a Group Business Webpage, and CSN productivity tools, Glendale created rich destination profiles and a one-stop resource for planners, then routed qualified leads to local hotels. The results: 641 RFPs in 2022 (a 52% increase), CSN RFPs translating to $3.2M in awarded value (with $1.1M attributed to CVB influence), a 99.2% response rate and faster planner engagement—turning online visibility into booked meetings and events.

Glendale

Danielle Dutsch

CVB Administrator