Case Study: Visit Lubbock achieves a 17% increase in RFPs and stronger planner visibility with Cvent

Visit Lubbock brings small-town southern charm to the big stage with the Cvent Supplier Network

Visit Lubbock, the convention and visitors bureau for a mid-sized west Texas city—supporting 50 event venues, a 300,000‑square‑foot convention center and 81 hotels (6,900 rooms)—faced the challenge of standing out in a state of large, well‑known destinations and handling incomplete, time‑consuming RFPs. The 12‑person team also needed to support hoteliers through pandemic disruptions and make Lubbock visible to planners who typically source tier‑one cities.

By using the Cvent Supplier Network, a dedicated microsite, advertising and business‑intelligence tools, Visit Lubbock made its inventory and safety info easy to find, received more complete RFPs, and could communicate directly with planners to suggest alternate dates or venues. The technology saved staff time, boosted targeted marketing, helped keep hotels occupied during COVID, and delivered measurable results: a 17% year‑over‑year increase in RFPs and $1.97M in unique RFP value in 2021, with no flexible RFPs declined.

Visit Lubbock

Amy Zientek

Director of Sales