2025 Annual Report

EXECUTIVE SUMMARY

2025 was a year of progress, partnership, and pride for the Little Rock Convention & Visitors Bureau (LRCVB). Guided by the LRCVB’s Tourism Master Plan, unveiled in 2023 as a 10-year roadmap for sustainable growth, we continued to elevate our city’s visitor economy while investing in the people, places, and programs that make Little Rock an exceptional place to live and visit. Every initiative reflected a shared commitment to enhancing quality of life, fostering connection, and showcasing the vibrant spirit that sets our city apart.

The year also marked the completion of the LRCVB’s first-ever comprehensive research initiatives: the Resident Sentiment Survey, Visitor Profile Study, and Potential Visitor Profile Study. The results provided valuable insight into how residents and visitors view Little Rock, helping guide future decisions and strengthen the city’s tourism strategy.

The Finance & Administration Division provided the foundation for a successful year. Careful budgeting and responsible resource management, paired with continued investment in technology and security systems, supported ongoing projects, facility enhancements, and professional development opportunities. Strategic financial planning ensured that tourism investments delivered measurable returns for both the local economy and the community.

The Marketing & Communications Division expanded awareness of Little Rock through storytelling, digital engagement, and public relations efforts that highlighted the city’s creative energy and cultural depth. Campaigns like Big on Arts and the updated Black Culture webpage elevated diverse voices and experiences, while high-impact activations such as the Memphis Grizzlies Takeover extended Little Rock’s reach into key regional markets. International, national, and regional media coverage in outlets such as Southern Living, Midwest Living, and Lonely Planet helped share the city’s story with audiences across the country, supported by continued growth across digital platforms.

The Operations Division welcomed thousands of visitors across LRCVB-managed facilities, including the Statehouse Convention Center, Robinson Center, Cromwell Building, and the River Market, which includes Ottenheimer Hall, First Security Amphitheater, and

the outdoor pavilions, and downtown parking assets. The division led major capital and facility improvements, with continued renovations to the Governor’s Halls at the Statehouse Convention Center and the completion of restroom upgrades. Phase One of the B. Finley Vinson Plaza renovation was completed, and groundbreaking began on Phase Two, advancing the transformation of a key public space in the downtown core. Operations also managed and supported a full calendar of public-facing events, from Jazz in the Park and the Little Rock Farmers Market to River Market Live! and The BIG Little Rock Holiday Parade, reinforcing Little Rock as a vibrant gathering place for residents and visitors alike.

The Sales, Services, & Community Engagement Division traveled to national and regional trade shows to actively market Little Rock, building relationships with planners and positioning the city to secure future meetings, conventions, and sporting events. In addition to sales efforts, the team provided hands-on support and resources for meeting planners and groups, helping ensure events were wellcoordinated and successful from planning through execution. These efforts supported long-term economic impact by driving future attendance and visitor spending. The division also continued to elevate the on-the-ground visitor experience through initiatives such as the Tourism Ambassador Program and Pebbles, LRCVB’s mobile visitor center, which connects visitors and residents throughout the community.

Together, these efforts reflect the LRCVB’s dual role as both destination marketing and venue management, working across disciplines to strengthen tourism and provide quality facilities, while enhancing everyday life in Little Rock. Through collaboration, innovation, and intentional planning, the organization remains focused on creating a destination that serves residents with pride and welcomes visitors with authenticity.

GINA GEMBERLING, CDME PRESIDENT & CEO

LITTLE ROCK CONVENTION & VISITORS BUREAU

MISSION & CORE VALUES

Mission

Improve the quality of life and the local economy in Little Rock by bringing visitors, meetings, conventions, and events to the city; Responsibly manage public funds in its charge; Efficiently operate the facilities it manages; Serve customers, visitors, and delegates with courtesy, knowledge, and skill.

Core Values

BE THE PLEASANT SURPRISE

A mix of both personality and remarkable customer service.

MAKE A POSITIVE DIFFERENCE EVERY DAY

Be present in every moment and aware that even the smallest actions can make the biggest impact.

ALWAYS ENGAGE

Sincerely engage in the guest experience.

PUT PEOPLE FIRST

Treat others better than they expect to be treated.

BE EXTRAORDINARY

Anticipate customer needs and deliver personalized service that exceeds expectations.

TAKE OWNERSHIP

Produce a result that you can be proud of and take pride in the outcome.

ORGANIZATION & LEADERSHIP

Little Rock Convention & Visitors Bureau

The LRCVB is the official destination marketing organization for the City of Little Rock, responsible for promoting the city for convention and leisure travel. The LRCVB also operates the Statehouse Convention Center, Robinson Center, Cromwell Building, and the River Market, which includes Ottenheimer Hall, the First Security Amphitheater, and the outdoor pavilions, as well as multiple parking facilities. The LRCVB is primarily funded by the city’s lodging and prepared food tax and is organized into four divisions: Finance & Administration, Sales, Services, & Community Engagement, Marketing & Communications, and Operations.

Little Rock Advertising & Promotion Commission

The Little Rock Advertising & Promotion Commission (A&P) serves as the governing body for the LRCVB. The volunteer board consists of seven members: two City of Little Rock officials, four business owners within the city’s hospitality industry, and one at-large representative. In 2025, two commissioners concluded their service and were succeeded by the new appointees who continue to advance the Commission’s mission of supporting tourism growth and community enrichment in Little Rock.

Thank you for your meaningful contributions to our work and our city.

The Little Rock Convention & Visitors Bureau Leadership Team

GINA GEMBERLING, CDME

President & CEO

CHRIS PHILLIPS

Senior Vice President of Finance

& Administration & CFO

BRIAN OAKS

Senior Vice President of Operations & COO

RYAN CALLISON

Vice President of Marketing & Communications

STASHA IRBY

Vice President of Sales, Services, & Community Engagement

CHRISTIN ‘BYRDIE’ BYRD

Director of Creative Services

JONATHAN CHANDLER

Director of Production Services

JAMES ‘DOC’ DOOLITTLE

Senior Director of Facility Maintenance & Engineering

JENNIFER GARNER

Senior Director of Event Operations

BOBBY GREEN

Safety Security Director

BRENDA HATTON-FICKLIN Director of Community Engagement

BLISS KRUCAS

Director of Destination Services

KITTY LANE

Director of Event Operations

MELISSA LATTIN Director of Box Office Operations

LIBBY DOSS LLOYD Director of Communications

DAVID MCWHORTER Director of Sales

MATT MILLS Controller

KIM SANDERS

Director of Human Resources

LISA SPENCE Director of Tax Revenue

BRIAN STAGGERS

Senior Director of Information Technology

MICHAEL STOCKER

Senior Director of Facility Operations

OLUMIDE YEROKUN

Director of Digital Content

Accolades

20 SMALL US CITIES WITH BIG CITY VIBES THAT WON’T BREAK YOUR BUDGET GuessingHeadlights

THIS IS THE MOST UNDERRATED CITY IN THE SOUTH Travel + Leisure

6 OF THE BEST SOLO VACATION DESTINATIONS IN THE SOUTH SouthernLiving

20 BEST PLACES TO TRAVEL IN JULY Travel + Leisure

READERS’ CHOICE AWARD ConventionSouth

Employee Certifications

STEVEN BRYANT Aruba Certified Network Security Associate

CHRISTIN ‘BYRDIE’ BYRD TMP

(Tourism Marketing Professional)

ALY CRUME PDM

(Professional in Destination Management)

SAVANA HOLLAND 14 Day Film Maker Director in a Week

LIBBY DOSS LLOYD TMP

(Tourism Marketing Professional)

SHELBY MCELWEE PDM

(Professional in Destination Management)

IAN MYERS

CompTIA A+ certification

KIANA WAITS PDM

(Professional in Destination Management)

OLUMIDE YEROKUN

R.O.C.K. Academy

20+ Year Employees

SHIRLEY WITHERS

Receptionist | 36 years

JOHNNY LONEY

Auxiliary Services Manager | 36 years

DEEJAY RUSSELL

Parking Assistant Manager | 35 years

JAMES WILLIAMS

Part-time Safety Security Officer | 31 years

KATINA BROWN

Senior Event Manager | 28 years

SHERYL COLCLOUGH

Part-time Receptionist | 27 years

MICA FARMER

Executive Assistant to Senior Vice President of Operations & COO | 26 years

LEE COULTER

Safety Security Officer | 26 years

JOY COGSHELL Part-time Receptionist | 26 years

MARVIN TAYLOR Part-time Safety Security Officer | 25 years

PENNY NAGEL

Destination Services Specialist | 24 years

PAM MOORE Receptionist | 21 years

JAMES F. CHAMBERS

Audio-Visual Technician - Senior | 20 years

2025 Retirees

RAYMOND HAYWOOD

Custodial and Grounds Attendant | 25 years

In Memoriam

STEVE WATKINS

Safety Security Officer

VALUE OF TOURISM

2024 TOURISM IMPACT IN PULASKI COUNTY

$2,192,400,000 VISITOR SPENDING

$488,700,000 INCOME (WAGES)

$91,900,000 STATE TAX

$47,200,000 COUNTY TAX

12,213 EMPLOYMENT (JOBS GENERATED)

SOURCE: 2024 ARKANSAS TOURISM ECONOMIC IMPACT REPORT

2025 BY THE NUMBERS

$2.19 BILLION

SOURCE: 2024 ARKANSAS TOURISM ECONOMIC IMPACT REPORT

306 events held in LRCVB-managed

12,213

$139+ MILLION

$94,321,382 direct spending generated meetings, conventions and sporting events serviced 212

229 future meetings, conventions and sporting events secured

194,881 attendees

78,687 room nights represented

254,375 attendees represented $112,974,217 direct spending estimated

39 site tours conducted 14 trade shows attended

2,814,339 LittleRock.com page views

23,596 new social media fans and followers

1,526,474 total website sessions

23 journalists, writers and influencers hosted/assisted

122,350 partner website referrals

39 MILLION impressions across digital media networks

LITTLE ROCK STATISTICS

SOURCE:

1,021,040

2,346,456

2,313,842

$20,000,000

$19,000,000

$18,000,000

$17,000,000

TAX COLLECTION BY BUSINESS TYPE

DESTINATION DEVELOPMENT

In 2025, Little Rock continued to strengthen its position as a destination defined by creativity, connection, and community pride. Revitalization projects across the city improved connectivity, expanded experiences, and elevated the quality of life for residents while enriching the visitor experience.

In June, the Little Rock Zoo embarked on ProjectZoo:Wildly Reimagined, a multi-phase redevelopment that marked the beginning of a new era for one of the city’s most beloved attractions. The initiative includes a new entry plaza, upgraded habitats, and the addition of species such as squirrel monkeys and capybaras, reflecting the Zoo’s commitment to creating immersive, conservation-minded experiences for families and visitors.

Downtown and neighborhood development moved forward throughout the year, reflecting growth across multiple areas of the city. Phase One of the B. Finley Vinson Plaza renovation was completed, and Phase Two officially began in October, further transforming the area adjacent to Robinson Center into a more welcoming, pedestrian-friendly space that strengthens connections between Little Rock’s riverfront, entertainment, and meeting districts.

Inside the Statehouse Convention Center, continued modernization of the Governor’s Halls advanced as part of a multi-year, multi-milliondollar investment, enhancing the functionality and appearance of one of the city’s most prominent event spaces. In the fall, improvements to the H. U. Lee Gate & Garden refreshed the pocket green space as a quiet, accessible retreat in the heart of downtown.

The relocation of the Downtown Food Truck Festival to I-30 Park highlighted the growing potential of the reimagined riverfront green space as a flexible venue for large-scale community events and future activation opportunities. The move offered a glimpse into how thoughtfully designed public spaces can better serve residents while supporting signature events that draw visitors into the heart of the city.

In September, the Arkansas Museum of Fine Arts (AMFA) launched its first Art Market, showcasing 40 local and regional artists, followed in October by the debut of ArchitectsofBeing:LouiseNevelson andEsphyrSlobodkina, an exhibition that expanded the museum’s reach through innovative and inclusive programming. Cultural institutions across the city continued to introduce new exhibitions and experiences that invite deeper engagement with art, history, and discovery, including the Museum of Discovery, which surpassed 2 million visitors and was nationally recognized as the 6th Best Children’s Museum in the USA by Newsweek Readers’ Choice.

The Mosaic Templars Cultural Center expanded its community impact through Taste of Black Little Rock, a culinary-centered event that celebrated Black-owned restaurants, culture, and entrepreneurship while building on the center’s role as a hub for connection, storytelling, and shared experience. And it continued to lead Arkansas’ largest Juneteenth celebration.

The Central Arkansas Library System (CALS) completed more than $31 million in Main Library renovations, reimagining the downtown library as a modern civic hub that supports learning, creativity, and connection. The refreshed space features expanded gathering areas, flexible learning environments, Boulevard Bread Co. anchor restaurant, and community-focused amenities that serve residents, visitors, and downtown workers alike.

At the Clinton Presidential Center, ongoing programming and educational experiences continued to draw visitors from across the country, reinforcing its place as a cornerstone of Little Rock’s cultural identity. Planning also continued for future expansion efforts that will further enhance the center’s exhibitions, education offerings, and convening capabilities.

Lake Sylvia Recreation Area reopened under the management of Arkansas State Parks, becoming the newest unit of Pinnacle Mountain State Park and expanding access to outdoor recreation beyond the city core. Once home to Camp Ouachita, the site now features restored camper cabins, upgraded day-use areas, and renewed opportunities for hiking, fishing, and time outdoors. After the completion of Phase One earlier in the year, continued progress on the 65-mile Southwest Trail is set to connect Little Rock to Hot Springs with a network of paved recreational roads. Together, these investments strengthen regional access to nature, support active lifestyles, and reinforce the city’s role as a gateway to outdoor experiences that benefit both residents and visitors.

Little Rock continues to host major annual events such as the Simmons Bank Championship presented by Stephens an Official PGA TOUR Champions event, Big Dam Bridge 100, and the Little Rock Marathon, along with other significant events that reinforce the city’s reputation as a premier host for large-scale gatherings, drawing participants and spectators from across the nation.

Each of these developments underscores the power of collaboration in shaping a more vibrant, welcoming, and connected city. Together with partners across the community, the LRCVB continues to support projects that celebrate culture, improve accessibility, and ensure that progress in tourism enhances the everyday life of those who call Little Rock home.

LEADING THE WAY

The LRCVB is more than the city’s destination marketing organization. It serves as the steward of Little Rock’s tourism ecosystem, promoting the destination while also managing key facilities, including the Statehouse Convention Center, Robinson Center, Cromwell Building, and the River Market, which includes Ottenheimer Hall, the First Security Amphitheater, and the outdoor pavilions, as well as multiple parking facilities. This responsibility guided LRCVB’s leadership efforts in 2025 as it continued building a knowledgeable, connected, and community-minded tourism workforce.

Staff development remained a top priority throughout the year. The LRCVB implemented a robust calendar of professional opportunities for employees at every level, including quarterly supervisor trainings on compassionate leadership, documentation, and performance evaluations, and cultivating positive and productive work teams. Team members also participated in empathic communication training, active shooter preparedness sessions, and industry-specific workforce training. Additionally, leadership staff took part in seminars through Human Resources associations focused on professional development. Together, these efforts strengthened service delivery, enhanced internal communication, and supported a safer workplace.

The LRCVB also strengthened its role as an industry educator by completing its first comprehensive research initiatives, including the Visitor Profile Study, Potential Visitor Profile Study, and Resident Sentiment Survey. These findings equip the LRCVB, local partners, and city leadership with a deeper understanding of visitor expectations and community priorities, ensuring future tourism investments reflect the needs of both residents and travelers.

Partnership-building remained central to the LRCVB’s mission. In September, the LRCVB continued its support of the Arkansas Foodbank’s Central Arkansas Restaurant Week, encouraging residents and visitors to dine out while celebrating Little Rock’s culinary scene. The LRCVB also hosted several tourism industry mixers and continued the Tourism Ambassador Program, strengthening connections across the hospitality landscape and empowering frontline workers to enhance visitor experiences.

Through ongoing staff development, research-driven leadership, community partnerships, and facilities management, the LRCVB is helping build a tourism environment where businesses thrive, visitors feel welcome, and residents benefit from a stronger, more vibrant Little Rock.

A LOOK INSIDE OUR FACILITIES

Statehouse Convention Center

At Statehouse Convention Center, the team concentrated on the continued modernization of the Governor’s Halls, coordinating phased updates to entrances, finishes, and ceilings while maintaining uninterrupted event schedules. This work required close planning to ensure the space remained fully functional throughout the year.

TOP 10 EVENTS

The LRCVB manages several of the city’s most visited public venues, including the Statehouse Convention Center, Robinson Center, Cromwell Building, and the River Market, which includes Ottenheimer Hall, the First Security Amphitheater, and the outdoor pavilions, as well as multiple parking facilities. In 2025, the Operations Division focused on the day-to-day planning, coordination, and infrastructure improvements required to keep these spaces safe, competitive, functional, and ready to host events of every scale.

24,300 2025 LITTLE ROCK MARATHON 23,400

324 facility user days

239,819 total attendees

117 total events

2025 ARKANSAS COMIC CON 15,750 SHRI RAM KATHA 2025 14,835

22,275

7,200

ALPHA KAPPA ALPHA SORORITY, INCORPORATED® 93RD SOUTH CENTRAL REGIONAL CONFERENCE

2025 JEHOVAH’S WITNESSES SUMMER REGIONALS (3 WEEKS)

2025 FUTURE BUSINESS LEADERS OF AMERICA STATE LEADERSHIP CONFERENCE 7,000 2025 LITTLE ROCK ANIME FESTIVAL 5,300

GLOBAL TRADITIONAL MARTIAL ARTS 5TH ANNUAL GLOBAL CELEBRATION

5,000

4,000

TOTAL ATTENDANCE

UNIVERSITY OF ARKANSAS FOR MEDICAL SCIENCES 2025 COLLEGE OF HEALTH PROFESSIONS AND COLLEGE OF MEDICINE CONVOCATIONS & COMMENCEMENTS

2025 THE BIG LITTLE ROCK HOLIDAY PARADE

Robinson Center

At Robinson Center, the installation and integration of a new EVOLV security system strengthened safety protocols while improving the flow of guests entering performances, conventions, and special events. Progress also continued at B. Finley Vinson Plaza, where ongoing renovations expanded the plaza’s role as an open, pedestrianfriendly space that strengthens connections between Robinson Center and the riverfront.

TOP 5 EVENTS

12,761 MISS ARKANSAS PAGEANT 2025

8,014 BACK TO THE FUTURE THE MUSICAL

7,927 HADESTOWN

7,506 BALLET ARKANSAS’ “NUTCRACKER SPECTACULAR” WITH ARKANSAS SYMPHONY ORCHESTRA

6,798 AIN’T TOO PROUD

285 facility user days

150,561 total attendees

131 total events

93,837 tickets sold through the box office

Ottenheimer Hall, the First Security Amphitheater, and the Outdoor Pavilions

The River Market remained an active hub for both daily activity and signature programming. The Operations team supported ongoing maintenance, landscape work, and event logistics while managing a full calendar of community events, including Jazz in the Park, River Market Live!, Little Rock Farmers Market, and The BIG Little Rock Holiday Parade. These efforts ensured that the River Market remained welcoming, organized, and operationally ready throughout the year.

67 facility user days

89,709 total attendees

58 total events

Across all facilities, the LRCVB continued investing in updates that support efficiency, comfort, and an enhanced guest experience. These improvements help maintain Little Rock’s reputation as a hospitable, well-kept, and forward-thinking destination, ensuring that each venue serves residents, meeting attendees, and visitors with excellence.

Statehouse Convention Center

Robinson Center

Ottenheimer Hall, First Security Amphitheater, and the Outdoor Pavilions

2025 FACILITY USER DAYS

SELLING LITTLE ROCK

In 2025, the LRCVB’s Sales, Services, & Community Engagement Division played a central role in positioning Little Rock as a competitive and welcoming destination for meetings, conventions, sports events, and group travel. Through consistent engagement with planners, attendance at national and regional trade shows, and hands-on site visits, the team worked to showcase Little Rock’s facilities, connectivity, and community-driven hospitality. These efforts helped build trust with planners and ensured Little Rock remained top of mind as groups evaluated destinations.

Throughout the year, the team focused on supporting planners at every stage of the decision-making process, from initial inquiries to final event execution. By highlighting the city’s venues, walkability, culinary scene, arts and culture, and outdoor amenities, the Sales and Services team helped planners envision successful events that integrate seamlessly into the community. This approach not only attracted new business but also strengthened relationships that encourage repeat visitation and long-term partnerships.

The Services team provided support to ensure events ran smoothly and reflected Little Rock’s reputation for hospitality. From coordinating logistics to serving as a local resource, the team helped create positive experiences for planners and attendees alike. Pebbles, the LRCVB’s mobile visitor center, extended that support beyond traditional venues by sharing information, welcoming guests, and strengthening connections between visitors and the city.

Together, these efforts show how strategic sales outreach and planner support strengthen the visitor economy, driving activity across hotels, venues, restaurants, attractions, and retail while enhancing quality of life for residents and visitors.

212 meetings, conventions and sporting events serviced

194,881 attendees attracted

$94,321,382 direct spending generated

229 future meetings, conventions and sporting events secured

39 site tours conducted

14 trade shows attended

3,275 new sales contacts made

396 rfp/rfqs submitted

12,369 miles traveled

NEW REGIONAL & NATIONAL CONVENTIONS

HOSTED IN 2025

4,000

ALPHA KAPPA ALPHA SORORITY, INCORPORATED® 93RD SOUTH CENTRAL REGIONAL CONFERENCE

4,000 SHRI RAM KATHA 2025

2,500

2,000

1,000

1,000

PROFESSIONAL PICKLEBALL ASSOCIATION TOUR 2025 PPA TOUR LITTLE ROCK CHALLENGER

GLOBAL TRADITIONAL MARTIAL ARTS 5TH ANNUAL GLOBAL CELEBRATION

SAMUEL DEWITT PROCTOR CONFERENCE, INC. ANNUAL CLERGY AND LAY LEADERS CONFERENCE

SOUTH CENTRAL HISPANIC DISTRICT 2025 YOUTH CONVENTION

1,000 SIGMA GAMMA RHO 84TH SOUTHWESTERN REGIONAL CONFERENCE

1,000

AMERICAN TAEKWONDO ASSOCIATION INTERNATIONAL INC. 2025 LITTLE ROCK H.U. LEE FOUNDATION TOURNAMENT

650 RNR TIRE EXPRESS

500 INTERNATIONAL CONFERENCE 2025 ANNUAL TRAINING SEMINAR OF POLICE CHAPLAINS DAILY ATTENDANCE

HOSTED IN 2025 10,500 2025 LITTLE ROCK MARATHON 3,700 2025 BIG DAM BRIDGE 100 3,000 FUTURE BUSINESS LEADERS OF AMERICA STATE LEADERSHIP CONFERENCE

2,500 LADS TO LEADERS CONVENTION 2025

1,800

1,800

ARKANSAS ASSOCIATION OF EDUCATIONAL ADMINISTRATORS SUMMER CONFERENCE

ARKANSAS YOUTH CONFERENCE EAST UNION BAPTIST CHURCH

1,300 MISS ARKANSAS PAGEANT 2025 800 MISS HIGH SCHOOL AMERICA PAGEANT 715

ARKANSAS MUNICIPAL LEAGUE WINTER CONFERENCE

650 ARKANSAS MUNICIPAL LEAGUE SUMMER CONVENTION

DAILY ATTENDANCE

MARKETING & COMMUNICATIONS

In 2025, the Marketing & Communications Division advanced Little Rock’s visibility through creative campaigns, expanded storytelling, and strengthened media relationships. In addition to destination marketing, the division supported promotional efforts for LRCVBmanaged facilities and sales initiatives. The division focused on sharing the people, places, and cultural experiences that shape daily life in Little Rock, helping visitors connect with the city in a meaningful way while fostering community pride among residents.

This year also brought new opportunities to spotlight Little Rock’s energy and culture. A Memphis Grizzlies Takeover introduced a major regional audience to the city’s food, music, heritage, and outdoor experiences, while a destination video shoot produced with Waymack & Crew and Paradise captured authentic, cinematic moments that

will elevate future campaigns. These assets also supported sales and facilities marketing efforts, enriching the LRCVB’s creative library and strengthening its ability to tell Little Rock’s story with vibrancy and depth.

Efforts throughout the year emphasized authentic representation and destination storytelling, showcasing Little Rock’s arts, culture, food, and outdoor experiences through refreshed creative assets, targeted messaging, and strategic audience outreach. Marketing initiatives were developed to support both leisure travel and group business, ensuring consistent messaging across campaigns, platforms, and audiences. Social media engagement continued to grow, including surpassing twenty thousand Instagram followers, driven by consistent content and increased audience interaction.

National Paid Digital Media

Little Rock’s national paid digital media efforts focused on reaching qualified audiences with messaging that highlights the city’s culture, culinary scene, outdoor experiences, and welcoming spirit. Campaigns were also leveraged to support meeting and event promotion, allowing the LRCVB to reach planners and decision-makers alongside leisure travelers. Platform-specific strategies improved visibility and allowed the LRCVB to distribute content that resonated with travelers seeking authentic and accessible destinations.

Digital Campaigns

Digital campaigns in 2025 promoted key themes such as arts, culture, and leisure travel. The Big on Arts campaign helped showcase the city’s artistic landscape, while updated cultural content supported deeper engagement across digital channels and reinforced efforts for venues and events hosted throughout the city.

• Generated more than 23 million impressions and over 191,000 clicks, achieving an average click-through rate (CTR) of 0.82% and an average video completion rate (VCR) of 83%.

• Both metrics significantly outperformed industry averages (CTR: 0.08%, VCR: 70%)

Paid Social

Paid social remained an important driver of reach and engagement, supported by strong creative assets and targeted audience segments.

• Delivered 15,732,513 impressions and 164,246 clicks across platforms, with standout performance on Meta:

• Meta achieved a 1.08% CTR, far exceeding the industry benchmark of 0.70%.

• Pinterest CTR was 0.82% (benchmark: 0.30%)

Paid Search

Paid search efforts captured high-intent audiences and supported trip planning traffic for the website. These efforts also supported visibility for meetings, events, and LRCVB-managed facilities, helping connect planners and attendees with relevant information.

• Garnered 39,177,261 impressions and 650,865 clicks.

Public Relations

Public relations efforts continued to expand Little Rock’s international, national, and regional visibility. Notable placements included features in Travel + Leisure, Southern Living, Midwest Living, Lonely Planet, Modern South, and TravelPulse. The LRCVB also hosted international journalists from Canada, the United Kingdom, Germany, and Sweden through the Travel South International Showcase’s Global Week pre-familiarization (FAM) tour, introducing global audiences to Little Rock’s cultural landscape. A first-of-its-kind joint travel journalist FAM with Memphis Tourism, delivered in partnership with the Arkansas Department of Parks, Heritage, and Tourism, demonstrated the power of regional collaboration to elevate destination storytelling.

Key Achievements

Massive Media Impressions: Public relations efforts generated an estimated 1.9 billion media impressions, significantly expanding Little Rock’s visibility across national and international audiences.

Valuable Media Exposure: Earned media coverage delivered an estimated $18 million in advertising value, reflecting strong return on investment through strategic media relations and destination storytelling.

Broad Media Coverage: Secured 127 media placements throughout the year, including high-profile features in Southern Living, Forbes, and Travel + Leisure, reinforcing Little Rock’s position as a compelling and culturally rich destination.

ALL EYES ON LITTLE ROCK

In 2025, LittleRock.com continued to grow as one of the LRCVB most valuable tools for connecting visitors and residents to the experiences that define the city. The website’s performance reflected steady progress across all major engagement metrics, supported by strategic content updates, technical enhancements, and targeted digital marketing efforts. Together, these improvements strengthened the site’s role as a resource that inspires travel, supports local businesses, and reinforces the LRCVB’s work across destination marketing and venue operations.

A major focus this year centered on enhancing representation and improving the depth of cultural content available online. The redesigned Black Culture webpages and the Celebrating Black Culture in Little Rock video created a more robust platform for sharing the stories, neighborhoods, and creative voices that shape the city. Additional updates included new cross-market leisure landing pages for Chicago, Houston, St. Louis, Memphis, and North Texas,

which delivered more personalized experiences for potential visitors researching travel to Little Rock.

Overall site performance continued to show measurable improvement across key analytics. Website visits reached 1,526,474, with organic traffic contributing 867,477, reflecting the ongoing success of SEO and content creation strategies. Total users climbed to 1,138,984, and page views reached 2,814,339, illustrating increased audience interest and interaction.

Through these combined efforts, LittleRock.com continued to evolve as a dynamic hub of information and inspiration. By supporting leisure travelers, meeting planners, and events hosted across LRCVBmanaged facilities, the site’s performance in 2025 underscores its essential role in shaping how visitors experience the city and how residents engage with the community they call home.

RESEARCH

To ensure that future tourism growth continues to support both residents and visitors, the LRCVB completed its first-ever suite of research studies in 2025, conducted in partnership with tourism research firm Future Partners and guided by the Tourism Master Plan’s emphasis on listening, learning, and planning with purpose. These landmark studies provide a clearer understanding of how people experience Little Rock today and what they hope to see in the future. Together, they establish a foundation of insight that will help shape decision-making, guide marketing strategy, and strengthen Little Rock’s quality of life for years to come.

Resident Sentiment Survey

Understanding resident perspectives plays a crucial role in shaping how Little Rock grows as a destination. The Resident Sentiment Survey revealed what locals appreciate most about the city, how they view tourism’s impact, and what improvements they believe would strengthen the community. These insights help the LRCVB align its efforts with residents’ needs and aspirations while continuing to elevate Little Rock’s story for visitors.

Residents expressed strong pride in the city’s culture, food, outdoor spaces, and creative energy, noting that these qualities enhance both daily life and Little Rock’s overall visitor appeal. Survey results

also showed that residents regularly use and value LRCVB-managed facilities, including the Statehouse Convention Center, Robinson Center, and the River Market, which includes Ottenheimer Hall, the First Security Amphitheater, and the outdoor pavilions, with many attending performances, events, and community gatherings in these spaces. Many recognized tourism as a positive contributor to the local economy, while also identifying opportunities for continued progress in areas such as safety, cleanliness, and activity offerings. This feedback provides a clear foundation for future collaboration and planning across the community.

HOW DO RESIDENTS PERCEIVE LITTLE ROCK?

Little Rock Perception Rating % AGREE/STRONGLY AGREE

Has easy access to the outdoors

Has plentiful access to doctors and healthcare

Has good educational opportunities

Has nightlife and entertainment

Has a variety of kid-friendly activities

The cost of living is affordable

Has ample sidewalks & crosswalks

Has easy access to public transportation

Has a variety of housing options available

Has

Length of time survey respondents have lived in Little Rock.

Average 12.2 years

WHAT DO RESIDENTS THINK VISITORS SHOULD EXPERIENCE IN LITTLE ROCK?

Natural attractions & outdoor activities

If you were showing someone around Little Rock, what is the one experience you would want them to have before they left?

“Lunch and a tour at the Clinton Presidential Center. There are only 15 presidential libraries across the country, and each is a unique, one-of-a-kind experience.”

“Visit the downtown area where you can walk on the bridge at night and enjoy a beautiful view of the lights and river as well as enjoy amazing art statues around the park.”

“I’d take them to the top of Pinnacle Mountain at sunset for a panoramic view of the Arkansas River Valley, showcasing the natural beauty that defines Little Rock.”

SAMPLE POPULATION 907 LITTLE ROCK RESIDENTS

WHAT LRCVB-MANAGED FACILITIES HAVE RESIDENTS VISITED?

Visitor Profile Study

The Visitor Profile Study offered a detailed look at who visits Little Rock and what inspires their travel decisions. Visitors consistently pointed to the city’s welcoming atmosphere, diverse culinary offerings, outdoor recreation, and vibrant cultural attractions as key reasons for choosing Little Rock. These insights help the LRCVB refine its messaging and enhance the opportunities that matter most to travelers.

The findings also highlighted opportunities to grow awareness and encourage repeat visitation. Understanding visitor motivations and behaviors allows the LRCVB to strengthen tourism’s economic impact while supporting community features that residents enjoy every day. The study reinforces the connection between a thriving visitor economy and a strong quality of life in Little Rock.

WHERE ELSE DO VISITORS TRAVEL?

WHAT DO VISITORS THINK ABOUT LITTLE ROCK’S INFRASTRUCTURE?

Potential Visitors Profile Study

The Potential Visitor Profile Study explored how people outside of Little Rock perceive the city and what factors influence their likelihood to visit. The findings showcased both strengths driving interest and barriers that shape travel decisions, offering important direction for how the LRCVB can reach new audiences more effectively. Potential visitors expressed clear interest in Little Rock’s outdoor recreation, culinary scene, historic sites, and arts attractions. At

the same time, many noted limited awareness of the city’s offerings or held outdated perceptions, signaling a valuable opportunity for renewed storytelling. The study also revealed strong interest from nearby drive markets and a desire for accessible, family-friendly, culturally rich itineraries. These insights will guide future marketing efforts by emphasizing Little Rock’s authentic experiences and addressing perception gaps.

HOW APPEALING IS LITTLE ROCK AS A LEISURE DESTINATION WHEN COMPARED WITH OTHER DESTINATIONS?

Nashville, TN Little Rock, AR

TN

GA St. Louis, MO

Little Rock is MORE APPEALING as a leisure destination than other destinations. 82% believe that Little Rock is an APPEALING destination.

WHAT WOULD MOTIVATE AN INDIVIDUAL TO VISIT LITTLE ROCK?

> 60% of individuals indicate that PARKS, HISTORIC SITES and DINING would motivate them to come to Little Rock.

WHAT ATTRIBUTE IS IMPORTANT WHEN DECIDING WHERE TO VISIT & HOW DOES LITTLE ROCK RATE?

Little Rock over performs on nearly every attribute that visitors find important in making a destination decision.

ZARTICO DATA

Tourism begins long before visitors ever set foot in the city. To better understand who is choosing to visit Little Rock and how they experience the destination, the LRCVB uses Zartico, a data tool that tracks where visitors come from and how their travel contributes to the local economy.

Through Zartico, the LRCVB can see where visitors are traveling from, how they move through the destination, and how visitor spending supports local businesses. These insights reveal which regions have the strongest connection to Little Rock and where tourism is making the greatest impact.

With this information, the LRCVB can more strategically focus marketing and outreach efforts, helping attract visitors from highimpact areas while maximizing the return on those efforts.

When used alongside the Resident Sentiment Survey, Visitor Profile Study, and Potential Visitor Profile Study, Zartico adds valuable context to who is most likely to visit Little Rock and how the city is perceived. Together, these tools guide decisions that support sustainable tourism growth while respecting community needs and long-term quality of life.

2025 TOP 10 OUT-OF-STATE VISITOR ORIGIN MARKETS

2025 OUT-OF-STATE VISITOR SPENDING

SOURCE: ZARTICO SPEND DATA

STATE VISITOR ORIGIN

A LOOK AHEAD

Little Rock’s tourism future is filled with momentum, collaboration, and community-driven progress. The year ahead brings new investments, major milestones, and signature celebrations that reflect the city’s creativity, strength, and pride.

Construction will begin at the LRCVB’s new Visitor Experience Center, a project designed to broaden visitor engagement and deepen the connection between travelers and the people, places, and stories that define Little Rock. This space will serve as both a resource for guests and a hub for community interaction, supporting the city’s long-term vision for welcoming tourism infrastructure.

Several of Little Rock’s most iconic landmarks will celebrate significant anniversaries in the coming year. Robinson Center will mark the 10th anniversary of its historic renovation and expansion, honoring a decade of world-class performances and community events. As the Big Dam Bridge marks 20 years as a cornerstone of outdoor recreation in Arkansas, the Big Dam Bridge 100 celebrates its 20th ride as the state’s largest cycling race, drawing riders and spectators from across the nation. The Capital Hotel will celebrate 150 years, a milestone that honors its legacy as one of Little Rock’s most iconic institutions. Additional local pillars, including the Arkansas Symphony Orchestra, Ballet Arkansas, The Arkansas Repertory Theatre, the Historic

Arkansas Museum, MacArthur Museum of Arkansas Military History, and many others, will be celebrating milestone years that highlight their lasting impact on the cultural fabric of our city.

The River Market District will celebrate its 30th anniversary, marking three decades as an anchor of Little Rock’s culinary, entertainment, and community scene. This significant chapter arrives as the district prepares for new opportunities that will enhance community gatherings and strengthen its identity as a welcoming, walkable destination for residents and visitors.

Major events will also shape the year ahead. The National Bikers Round-Up will bring thousands of attendees to the Arkansas State Fairgrounds, generating significant economic impact and adding to Little Rock’s diverse roster of events. As the nation prepares for America 250, Little Rock will play a meaningful role in the commemoration. Arkansas became the 25th state in 1836, and Little Rock has long served as its capital, home to the Old State House Museum which is the oldest standing state capitol building west of the Mississippi River. This legacy positions the city as a natural host for programs that honor American history, heritage, and civic pride, offering residents and visitors alike opportunities to celebrate the milestone together.

Together, these developments signal an exciting future for tourism in Little Rock. As new projects take shape and longstanding institutions reach key moments of progress, the city continues to move forward with purpose, creativity, and commitment. Each investment supports the visitor economy while enhancing the quality of life for the people who call Little Rock home, ensuring a strong and sustainable foundation for years to come.

2025 ACCOMPLISHMENTS

In 2023, the LRCVB released its Tourism Master Plan. This plan was – and still is – both a vision for and a roadmap to a thriving tourism industry that benefits all of Little Rock’s residents.

This 10-year plan guides all aspects of the LRCVB’s work by outlining seven strategic organizational goals. Each year the LRCVB publishes an official Business Plan with key objectives and strategies that bring the LRCVB closer to achieving each strategic goal. The accomplishments listed in this section reflect the progress achieved via the 2025 Business Plan in support of the Tourism Master Plan, and, though not comprehensive of all the success achieved by the LRCVB in 2025, they represent the steady progress made toward the fulfillment of the Tourism Master Plan’s ultimate vision for Little Rock.

GOAL 1

Identify a sustainable and equitable pathway for the growth of the local tourism industry that will positively impact Little Rock residents economically and elevate the destination to visitors.

Growth in Little Rock’s tourism economy has a direct positive impact on the quality of life that all residents enjoy. This idea is foundational to the LRCVB’s mission and guides the goals, objectives, and strategies in this document. After unveiling a Tourism Master Plan in 2023, this business plan serves as a roadmap for accomplishing the plan’s goals and objectives.

2025 ACCOMPLISHMENTS

• Completed an operational review of service procedures for the First Security Amphitheater including a newly optimized staffing strategy and new concessions revenue streams.

• Worked with the City of Little Rock on a Request for Quote (RFQ) for the development and operation of the Ottenheimer Hall.

• Created long-term staffing plans for the mobile marketing vehicle and the new visitor experience center.

• Continued to optimize usage in both the Statehouse Convention Center and Robinson Center including a multi-year room rental strategy leading to maximized revenues and continued growth.

• Participated in the Downtown Master Plan’s implementation committee to ensure priorities aligned with the needs of future visitors.

• Grew customer rental options by identifying and purchasing new equipment resulting in increased revenues.

• Worked with city officials on opportunities to include LRCVBmanaged facilities in the Downtown Little Rock Energy District

GOAL 2

Utilize a broad-spectrum, multi-channel sales and marketing approach to position Little Rock as a leading destination for leisure and group travel.

Little Rock is a vibrant community, a great place to call home, and an attractive destination for leisure and group travel. Sharing that message with the world is at the core of everything we do. From digital footprints and public relations to sales pipelines and service retention strategies, everything the LRCVB does is to elevate the city’s brand as a hospitable and welcoming destination. When we’re successful in that mission, the entire city benefits and the economic impact of our industry ripples out across our community.

2025 ACCOMPLISHMENTS

• Created a new marketing campaign and brand refresh to be launched in 2026.

• Created unique landing pages for individual target markets, including Dallas, Chicago, Memphis, and more.

• Developed and refined a system for refreshing creative content on LittleRock.com.

• Defined new researched-based marketing personas for content delivery and targeted outreach.

• Developed a new internal procedure to promote local events occurring during or adjacent to meetings and conventions, enabling effective cross-promotion and “bleisure” travel.

• Defined new data processes for the mobile marketing vehicle and the soon-to-open visitor experience center.

• Utilized internal software to more effectively track and distinguish communications for annual business versus new business.

• Refreshed the organization’s brand promise to ensure it is informed by new data and is supported by the new brand refresh.

• Executed a new meetings video and photoshoot, including leisure elements to align with the new brand campaign refresh.

• Continued to grow Little Rock’s brand presence through marketing partnerships with local partners.

• Created a new “Welcome Packet” for new businesses designed to familiarize them with the LRCVB and its role in the tourism industry for implementation with new marketing campaign and brand refresh launch.

• Developed a new partnership with local influencers and content creators to produce authentic and engaging content.

• Created a new media kit that introduces regional, national, and international media to the Little Rock experience.

GOAL 3

Optimize the utilization of all LRCVB-managed facilities and identify potential new revenue sources that allow for maximized potential income.

The LRCVB’s managed facilities – Statehouse Convention Center, Robinson Center, Cromwell Building, the River Market, which includes the Ottenheimer Hall, the First Security Amphitheater, and the outdoor pavilions, and multiple parking facilities – are a major asset and source of greater revenue development. Capitalizing on these assets’ potential will allow the LRCVB to achieve a more stable financial position.

2025 ACCOMPLISHMENTS

• Continued capital improvements to LRCVB-operated facilities.

• Began developing Key Performance Indicator (KPI) dashboards into a business intelligence platform collaborative of all LRCVB Divisions.

• Identified new IT and WiFi needs for the B. Finley Vinson Plaza and the new visitor experience center.

• Successfully executed an aggressive capital projects schedule while continuing to prioritize key initiatives.

GOAL 4

Refine a service-centric approach by building brand loyalty to elevate the customer experience encouraging repeat stays and positive word of mouth.

By transforming our customers into our advocates, the LRCVB can harness the power of repeat business and word of mouth marketing to position itself as an even more favorable destination for group and leisure travel.

2025 ACCOMPLISHMENTS

• Completed the design on a new visitor experience center which will open in mid-2026.

• Developed a comprehensive calendar of mobile marketing vehicle deployments.

• Drove record growth in e-newsletter sign-ups.

• Began Phase One of security camera upgrades throughout LRCVBmanaged facilities.

• Strengthened relationships with show promoters to make Robinson Center a venue of choice for touring acts.

• Continued enhancement of the Downtown Little Rock Ambassador program to meet both resident and visitor needs.

• Created an employee-led Artificial Intelligence (AI) committee to explore potential needs and uses.

• Continued the Little Rock Tourism Ambassador Program (LRTAP) as the official training and certification program for the tourism industry.

• Continued to enhance LRCVB-owned events and activations to enrich the visitor experience and quality of life for residents.

GOAL 5

Use advocacy and inclusion to raise the community’s awareness of the role tourism plays in the local economy and as a catalyst for local pride.

The LRCVB’s success is everyone’s success. When our residents feel seen and valued by our brand, we ensure that everyone feels seen, connected to, and invested in our success.

2025 ACCOMPLISHMENTS

• Supported tourism partners by understanding and evaluating their use of the LRCVB’s iDSS Extranet.

• Created and coordinated public relations campaigns for local media outlets that highlighted the importance of the tourism industry through events like National Travel & Tourism Week and Destination Professionals Day.

• Unveiled reports from the Visitor Profile Study, Potential Visitor Study, and Resident Sentiment study to the community.

• Continued support of the Arkansas Foodbank’s Restaurant Month.

• Expanded LRCVB’s Community Engagement team.

Utilize current research methodologies as well as new data tools to devise comprehensive organizational key performance indicators and create a schedule for departmental benchmarking and strategic recalibrations.

Informed decisions are the best decisions, and that’s why we equip ourselves with the best data and data analyzation tools possible. Aligning our work to current industry-standard best practices and benchmarks ensures that we’re always acting in the best interest of our goals and Little Rock at large.

2025 ACCOMPLISHMENTS

• Released an RFQ and completed Little Rock’s first ever Resident Sentiment study, showcasing locals’ understanding of and relationship to the city’s visitors and the industry that supports them.

• Utilized the Visitor Profile Study, Potential Visitor Study and Zartico, a tourism intelligence platform to support better decisionbased marketing efforts.

• Began utilizing PowerBI dashboards to monitor key performance indicators.

GOAL 7

Use a strong data-driven approach to create an internal culture that puts social inclusion initiatives at the forefront while dismantling internal barriers to interdepartmental communications and ensuring employee retention.

For us to be most successful, the principles of social inclusion have to be centered in our work, our culture, and our outcomes. Little Rock’s diversity is one of its strongest assets, and we must not only lean into that diversity but reflect it both internally and outwardly to the world.

2025 ACCOMPLISHMENTS

• Hosted social inclusion training for all employees.

• Developed new communications channels with key stakeholders to monitor workforce trends at the local level.

• Created an organizational AI Committee to explore ways the LRCVB can utilize AI tools.

• Established a clear Standard Operating Procedure (SOP) template that was implemented across the organization.

• Streamlined the internal employee committees to focus on AI and internal celebrations.

• Continued to offer new employee training opportunities.