Hotel Online  Special Report


Leonard Hoops Named Executive Vice President, Sales and Marketing,
at the San Francisco Convention & Visitors Bureau
Executive Vice President of Strategy & Development and Chief Financial Officer Also Announced

November 6, 2006 - Leonard Hoops has been appointed executive vice president, sales and marketing, at the San Francisco Convention & Visitors Bureau (SFCVB) effective Dec. 11, 2006.

In this newly created position, Hoops will oversee four divisions of the SFCVB including Convention Sales and Services, Marketing, Tourism and Public Relations.

“Leonard brings several valuable elements to the SFCVB,” said SFCVB President & CEO Joe D’Alessandro.  “In addition to his experience in destination sales and marketing, he has outstanding strategic and creative skills.  He will be a vital and dynamic force in the growth of San Francisco’s tourism industry.

Hoops is currently senior vice president and chief marketing officer with the Sacramento Convention & Visitors Bureau (SCVB), which he joined in 2001.  In 2006, he was named one of the "25 Most Extraordinary Sales & Marketing Minds in Hospitality & Travel" by the Hospitality Sales & Marketing Association International (HSMAI).

His responsibilities at the Sacramento bureau include developing the SCVB's annual strategic business plan and generating convention, group travel, and consumer travel business.  He directs the efforts of five departments - Marketing Services, Partner Marketing, Creative Services,Travel Media & Film Commission, and Community Relations. 

Hoops and his team developed the Sacramento region's "Discover Gold" brand strategy, pioneered the use of smart card technology to generate and track consumer room nights, and launched the convention industry's first $1 million sweepstakes promotion, helping boost SCVB lead room nights by 25 percent last year.  The SCVB was also recognized in 2006 by the California Tour & Travel Commission for producing the state's Best Cooperative Marketing Program. 

"I've been very fortunate to work for an outstanding organization, CEO, and board of directors the past five and half years in California's capital," said Hoops.  "But this is really a once-in-a-lifetime opportunity to sell what is arguably the best convention and visitor destination in the world.  The opportunity is even more exciting after hearing Joe's vision for the SFCVB and I'm honored to join his team." 

Prior to joining the Sacramento bureau, Hoops was senior vice president of marketing for the San Jose Convention & Visitors Bureau where he helped San Jose double the economic impact of its convention and tourism business during his six-and-a-half-year tenure. Before joining the destination marketing industry, Hoops held a variety of public relations and corporate communications positions for a $1 billion division of FMC Corp., a Fortune 125 company. 

Hoops holds an MBA from Santa Clara University and a bachelor's degree in journalism from San Jose State University. He and his wife, Dorene, will be relocating to the San Francisco Bay Area with their son, Canon. 

As part of a restructuring of the SFCVB, two new executive team positions have also been announced.  Dan Goldes will now hold the position of executive vice president, strategy and development.  This new position oversees the development of the Bureau's strategic business plan; member sales, programs and communications; visitor services; and the SFCVB Education & Research Foundation. 
Tina Wu is now chief financial officer overseeing the finance and administration divisions of the bureau. 

The SFCVB, founded in 1909, is San Francisco's official visitor promotion agency, working to enhance the city's economy by promoting and selling San Francisco as a site for conventions and tradeshows and as a destination for pleasure travelers.  With more than 1,700 members and an annual budget of $13.6 million, the Bureau is one of the largest membership-based tourism promotion agencies in the country and employs a staff of 69. 

In 2005, the Bureau booked more than 2 million confirmed group room nights for future years.   Average occupancy for the year was at 76 percent at an average room rate of $153 and the city welcomed 15.7 million visitors who spent $7.3 billion in the city. 


Tim Zahner
201 Third St., Suite 900, 
San Francisco, CA 94103

Also See: Visitor Count to San Francisco in Year 2005 Was 15.7 million, Up 4.1% from 2004; January-May, 2006 Hotel Occupancy up 2.6% to 72.6% / August 2006
Joe D'Alessandro, Head of Portland Oregon Visitors Association, Appointed CEO of San Francisco Convention & Visitors Bureau / May 2006

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