Visit Ventura wins an Adrian gold, four years running

The VVCB staff is proud to be winners again.

Continuing a four-year streak, the Ventura Visitors & Convention Bureau (VVCB/Visit Ventura) was honored with another prestigious gold award from Hospitality Sales & Marketing Association International (HSMAI) at the 63rd annual Adrian Awards, the world’s largest global travel marketing competition.

At the awards gala, held at New York’s Marriott Marquis on January 21st and attended by nearly 1,000 hospitality, travel, and tourism marketing executives, HSMAI recognized the Ventura Visitors & Convention Bureau for their innovative welcome of the 2019 Amgen Tour of California bicycle race. VVCB painted Ventura’s ambigram brand mark in a big way (48-feet long and 17-feet high) on the streets and the roofs of buildings, shouting Ventura’s community pride to the skies and thanking North America’s biggest professional cycling race for coming to town.

“With the eyes of the world focused on Ventura, we wanted to unleash a joyous visual extravaganza to celebrate America’s biggest professional cycling race and draw attention to our special town,” said Marlyss Auster, President & CEO of the Ventura Visitors & Convention Bureau. “But, just as important as highlighting Ventura pride, our ambigram (the same viewed backward and forward) brand mark also highlights our town’s belief. You see things as you see them. You be you. Everyone is welcome in our town.”

This marks the fourth year in a row VVCB has received an Adrian gold. Past winners of this coveted award include such industry giants as Choice Hotels International, Visit California, Hilton Worldwide, Marriott International, and Royal Caribbean International. VVCB’s string of wins are a “little engine that could” fairy tale come to life.

“It’s a remarkable streak, but for those who know the work of the VVCB it’s not surprising,” said Ventura Mayor Matt LaVere (also a huge cycling fan). “Instead of thinking outside the box, they just put aside the box altogether. Our town welcomed the riders and the race in one-of-a-kind fashion. We were all proud to be Venturans.”

VVCB’s work was judged to be exceptional by expert hospitality, travel, tourism, and media professionals. Judges were asked to evaluate each entry based on its own merit and success in achieving its objectives.

Winning entries are viewable in the winners’ gallery on the Adrian Awards website. Visit for more information on the event and competition and to view the Adrian Awards Winners’ Gallery.

Visit Ventura is a non-profit organization designed to increase visitor expenditures, tourism revenues, and local employment opportunities through the promotion of Ventura as a travel destination. For travel and accommodation information or a free copy of the Ventura Inspiration Guide, the public can write to the Ventura Visitors Center, 101 S. California Street, Ventura, CA 93001; call (805) 648-2075; visit; email [email protected]. Follow VVCB on Twitter @visitventura or become a Facebook fan at

The Hospitality Sales and Marketing Association International (HSMAI) is committed to growing business for hotels and their partners and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as the Marketing Strategy Conference, Adrian Awards, and HSMAI ROC. Founded in 1927, HSMAI is a membership organization comprising more than 5,000 members worldwide, with 40 chapters in the Americas Region. Connect with HSMAI at, HSMAI Facebook, HSMAI Twitter, and HSMAI YouTube.

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