Concord, California

The Devil in the Details


Concord, California, located in San Francisco’s East Bay Area, is not your typical tourist destination. The small city is an affordable, accessible alternative to other Bay Area locations for meetings and events while providing travelers with convenient access to outdoor pursuits. Despite this allure, the community was overshadowed by larger, better-known cities in the area.

The City of Concord approved the formation of the Concord Tourism Business Improvement District (branded as Diablo Valley) in 2013 to fund tourism-marketing efforts and drive awareness for travelers and planning professionals. Soon after, the board hired a marketing agency to create a new brand (Diablo Valley), launch a website and develop promotional materials. Following 18 months in market with stagnant results, the Diablo Valley TBID turned to Red Sky. The agency immediately began developing a targeted advertising and marketing campaign to build consideration among the TBID’s primary audiences designed to increase occupancy rates and event space bookings.


Red Sky immediately conducted research and led a strategic session with the TBID Board to evaluate previous marketing efforts and identify untapped opportunities. Soon after, Red Sky developed a targeted advertising and marketing campaign for the TBID’s primary audiences, with the focus of increasing occupancy rates and event space bookings. This session also informed the strategic communication plan and guided all future messaging and marketing campaigns, including:

  • Extending/evolving the Diablo Valley brand
  • Redeveloping the website to a cleaner, more accessible format with fresh content
  • Integrating marketing automation to manage leads and outbound campaigns
  • Developing print and online ad campaigns targeted to key audiences
  • Refocusing social media efforts to reflect new messaging
  • Introducing an editorial calendar process to strengthen content and social media
  • Pursuing community engagement and partnership opportunities to build awareness
  • Establishing new lead opportunities by attending target audience tradeshows

Since partnering with Red Sky, Diablo Valley has experienced the following results:

  • Daily booked room rate increase of 9%
  • Occupancy increased 4%
  • Hotel revenue increase of 14%
  • More than 24M additional impressions
  • Increased website traffic by 84%
  • Extensive community engagement and support






“In its third year, the Concord tourism improvement district continues to pay off for local hotels and the city...  Concord collected $2.6 million in hotel tax revenue in fiscal year 2014, exceeding projections by almost $600,000."

October 19, 2016



Expertise Applied 
  • Brand Strategy & Marketing

  • Content Studio

  • Media Relations

  • Strategic Counsel & Planning 

Visit Concord

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