Market Research Study Reveals Investment in Building Area's Image Paying Off

Fayetteville, NC, June 09, 2011 --(PR.com)-- Results of a 2011 survey and study to measure attitudes about and perceptions of the City of Fayetteville reveal that dollars spent in promoting the community’s brand image have begun to pay off with an increased overall positive image of Fayetteville among residents as well as nonresidents in metro areas of the state.

“We are very encouraged by the progress,” said John P. Meroski, President and CEO of the Fayetteville Area Convention & Visitors Bureau (FACVB). “We’ve put great effort into the community plan, and the community brand – reflected in our “History, Heroes, a Hometown Feeling!” – has really propelled the community forward.”

Douglas S. Peters, President and CEO of the Fayetteville-Cumberland County Chamber of Commerce, which has worked with the FACVB to promote the area said, “We are excited that we’re a part of moving this community forward. Our efforts in marketing our community are starting to pay dividends.”

Among the numerous positive results noted in the benchmark study is the increased overall rating of Fayetteville by residents as a place to live; residents hold a generally positive and improved evaluation of the city’s characteristics.

Compared to a previous study completed in 2004, the frequency of excellent and good ratings among residents increased for all survey categories, which included quality of neighborhoods, affordable housing, quality of public services, local schools, entertainment/events, safety, richness in the arts, quality of roads, job opportunities and public transportation.

A majority of residents view the quality of life in Fayetteville as improving and perceive the city to be an excellent or good place to live, with many believing that the military’s BRAC (Base Realignment and Closure) command-relocating efforts and ongoing downtown revitalization help to improve Fayetteville’s image.

According to the study, people in other NC metro areas, including Charlotte, Raleigh/Durham/Chapel Hill, and Greensboro/Winston-Salem/High Point, also view Fayetteville’s image as improving, with percentages of those who view it as an excellent or good place to live more than doubling from the 2004 study. Residents and nonresidents alike recognize many positive aspects of the city, such as its richness in military culture/history, good year-round climate and visitor and business friendliness.

“There are many in the community working to move the perception of the Fayetteville/Cumberland County area to the level it deserves,” said Fayetteville Mayor Tony Chavonne. “This is just the tip of the iceberg. Our community has not met its full potential yet.”

“This study provides the city and bureau with a new benchmark against which we can track our ongoing investment in the community,” Meroski said. “We will continue to work to support and market Fayetteville and Cumberland County’s image, advancing it to the next level.”

The Fayetteville Area Convention & Visitors Bureau is a full-service convention and visitors bureau whose mission is to position Fayetteville/Cumberland County as a destination for conventions, tournaments, and individual travel. The Bureau is a private, not-for-profit organization funded by a sales occupancy tax and assists leisure travelers, meeting planners, group tour operators, media and military reunion planners. FACVB staff serves as a liaison between visitors and the local hospitality industry, and operates three Visitor Information Centers in the area. For more information, call 888-98-HEROES (984-3763).

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