Visitors Bureau Hires Morin as Group Sales Manager, a new position
Brandon Jensen August 10, 2018

Released:   August 10, 2018

Cadillac, Michigan. The Cadillac Area Visitors Bureau is pleased to announce the hiring of Kathy Adair Morin as their new Group Sales Manager.   Kathy comes to the CAVB with several years of local and regional experience in hospitality, economic development and marketing.   Her focus will be to connect the Lodging and Meeting facilities in the greater Cadillac area to the network of public and private meeting planners across the state.  


“We are very excited to have Kathy on board, to focus on the group sales market, “ says Joy VanDrie, Executive Director of the CAVB, “Her sales and marketing experience, coupled with recent networking in the industry, will help grow this business-to-business market sector quicker and more effectively.”

This new position is focused on an emerging market for the area hospitality industry.   The CAVB Group and Conference Collaborative was formed a year ago to collectively market to downstate meeting planners.   Currently the Group offers over 3,600 conference and meeting seats at 10 facilities in the greater Cadillac area, ranging in capacity from 8 to 800.  


And the Visitors Bureau is in the process of launching a full marketing and sales campaign with the hiring of Kathy. The marketing and sales campaign will include a new ‘meetings’ focused 24 page printed guide, direct mail, association advertising, trade shows, planner incentives, direct sales, and association networking.  


In conjunction with the Group and Conference Collaborative new marketing campaign, the CAVB will also launch updated brand graphics, a new visitors guide and integrated website later this year. The CAVB is the largest marketing focused organization in the greater Cadillac area, investing over $350,000 annually in marketing programming and asset engagement to draw visitors to the area.


Marketing investment from the CAVB has helped grow the area hotel occupancy from 26% in 2011 to 44% this past year, equating to an additional 25,000+ visitors annually.   Focusing on the Group and Meetings market will allow for much needed new business during the week, and increase area occupancy beyond 50% to align with the rest of the State.


For more information on area meeting facilities and activities, please visit us at or check out our Facebook page

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