2018ANNUAL REPORT

JACKSON TOURISM STAKEHOLDERS,

The mission of Visit Jackson is to attract, promote and facilitate tourism to and with our market. Our goal is to cause major economic impact for Jackson, MS through programs designed to identify, attract and service conventions and meetings, trade shows, group tours, and consumer travelers while impacting the quality of life of local citizens.

To that end, it is our statutory responsibility and privilege to present the 2018 Visit Jackson Annual Report. Within the pages of this report, you will find the activities associated with Visit Jackson’s 2018 tactics, resulting in a return on investment of Jackson’s official destination

marketing organization (DMO). We are pleased to report that in spite of challenging economic times, Visit Jackson was fortunate to continue to contribute to the economic vitality of the city of Jackson and the state of Mississippi. Towards the end of FY 2018, Visit Jackson participated in a performance and expenditure review through the Mississippi Joint Legislative Committee on Performance Evaluation and Expenditures. Results of that review realized opportunities for the agency to evaluate and update many of its operational practices and philosophies resulting in a re-energized and recommitted DMO. Implementing industry best practices and the embracing of new strategies will enhance the propensity to further the development of tourism for Jackson.

This annual report provides a platform to share the successes of this past year. We are excited about the new opportunities and philosophies that FY 2019 will yield. We thank you, our tourism industry and stakeholders, for your partnership.

We look forward to enhanced collaborations and strengthened relationships. Failure is not an option for the “City with Soul”. Together, success is our reality!

Sincerely,

Robert L. Gibbs, Esq. Rickey L. Thigpen, MSLChairman President & CEO

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TABLE OF CONTENTSLetter from CEO & Chairman

Structure of the Bureau & Mission

Marketing Review

Sales & Services Review

Community Engagement Projects

Tourism Impact Report

A Look Ahead

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STRUCTURE OF THE BUREAU

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OVERVIEWIn 1983 the state legislature established the Jackson Convention & Visitors Bureau dba Visit Jackson. Senate Bill #3080 authorized the creation of the Jackson Convention and Visitors Bureau, identified its purpose, and provided for funding through the levying of a 1% sales tax upon hotels/motels and restaurants. These funds form the foundation on which the Bureau promotes Jackson as a tourist, group tour, trade show, and convention/meeting destination. MISSIONTo attract, promote and facilitate tourism to and with our market. GOALTo cause major economic impact for Jackson through programs designed to identify, attract and service conventions and meetings, tradeshows, group tours and consumer travelers, while impacting the quality of life of local citizens.

ADMINISTRATIVE DEPARTMENT: The Administrative Department provides the Bureau with operational support systems. This department is also responsible for financial reporting and control, human resources, inventory control, policies and general management. This department is also responsible for the Bureau-wide signature events and activities, quality of life initiatives, governmental & community engagement.

MARKETING DEPARTMENT: The Marketing Department is responsible for research, advertising, grant development, and promotion. This department is also responsible for in-house services; public relations and special projects of the Bureau.

SALES & SERVICES DEPARTMENT:• Sales - plans and implements programs to affect market growth and development. These programs create awareness and increase sales of the Jackson area as a quality meeting, convention, group tour and visitors destination. • Services - develops, strengthens, and promotes the many services provided by the Bureau to conventions and meetings, tour operators, and casual visitors.

Visit Jackson’s staff travels to other destinations to solicit conventions, meetings and group tour business for Jackson. In partnership with the State Department of Tourism (Mississippi Development Authority), Visit Jackson and other Mississippi destination marketing organizations work in collaboration to promote visitation to Mississippi and to Jackson on an international level.

Visit Jackson became the first Accredited Destination Marketing Organization (DMO) in the State of Mississippi through Destination Internationals, Destination Marketing Accreditation Program (DMAP) in 2012. As of February 2018, Visit Jackson was one of only two accredited DMO’s in the entire State.

Jackson’s hospitality ambassadors; Brionna Louise Wicks and Mary Elise Byrd, 2018 Miss and Little Miss Jackson Hospitality.

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Visit Jackson is governed by a nine-member Board of Directors representing segments of the Jackson community:

(2) Jackson Chapter of the Mississippi Hotel and Lodging Association(2) Jackson Chapter of the Mississippi Hospitality and Restaurant Association(1) Jackson Business Community Representative / Jackson Chamber of Commerce (1) Arts Community Representative / within the City of Jackson(1) Capital City Convention Center Commission Representative(1) Metro Jackson Attractions Association Member(1) At-Large Member appointed by the Mayor of the City of Jackson

Robert GibbsChairman

Ken CrotwellTreasurer

Monique DavisPam Confer Gaines Sturdivant

Mende Malouf Jackie WansleyCarol BurgerSecretary

Attractions Member

MARKETING REVIEW

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MARKETING AT A GLANCESoul is the single most significant attribute that Jackson has to offer in terms of destination branding. We have said for years that no single attraction or event looms large enough to “hang our hat” on in terms of creating a destination identity for the city.

However, all the many aspects that make Jackson unique - our history, heritage, culture, art scene, culinary environment, and the very fabric of our society - those things collectively make Jackson a city well worth experiencing for travelers. In short, it is the soul of our city that makes Jackson a viable destination brand.

THE “AUSTIN” STRATEGYAustin, Texas found itself an outlier as compared to the other urban areas in Texas. Rather than assimilating, Austin decided to embrace its true core. Instead of covering up its unique culture, it was celebrated. “Keep Austin Weird” may have begun as a grass- roots movement, but it quickly became a mantra for the city, and her citizens. Austin found itself a “whole other country” inside of “a whole other country.” It successfully separated itself from the rest of Texas in a non-confrontational manner. The city became a center of art and culture, a hot bed of creativity and innovation, and absolutely became a bona fide destination.

The city of Jackson is in a similar position. The cultural fabric of Jackson is certainly southern, but in a much different way as compared to the rest of Mississippi. Rather than fight the perception battles the state must face, in addition to our own, Jackson has the opportunity to take the path of Austin, and stand with but “different” than the rest of Mississippi

JXN DOCUMENTARY SERIESThe major tool we will have here - in fact the anchor of the relaunched City with Soul brand, will be the “documentary” series. This piece serves as an image builder that positions Jackson as a destination for travelers interested in authentic history, culture, and a city that’s special because it’s a bit “out of the ordinary.”

The thing that makes Jackson a desirable destination is not a single attraction or event series. It is the story of our city as a whole - past, present, and future - that makes Jackson an authentic and valid visitor destination. This approach also lines up well with the

mindset of the Millennial generation, now the largest single generational group in America and soon to be the most economically powerful.

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Millennials are less interested in “tourist” type experiences and tend more toward cultural authenticity. By producing an entertainment-based “documentary” about Jackson, we were able to weave together seemingly tangential but related stories of the city’s past and present in a way that will pique the interest of potential travelers - particularly Millennials.

Visit Jackson produced six episodes, 8 - 11 minutes each in length, and a 50+ minute fully produced documentary.

Rather than focusing each episode on a big category, each video possessed elements that create the Soul of the city: culture, heritage, arts, food, music, and civil rights. The narratives that we weaved bounce from past to present, tying in the authentic legacy of Jackson with the positive goings-on of the contemporary city.

Each of the episodes tie together, in a weird but fun manner, how seemingly tangential elements of Jackson’s past and present combine to make the unique soul that is Jackson.

ACCOMPLISHMENTS• Produced the new “Chefs with Soul” video series hosted by Jeff Good as well as the new “Jackson: Soul of the

City” event hosted by comedienne Rita Brent

• Developed five social media branding video ads with a total viewership of over 70,000 on Facebook, YouTube, and Instagram

• Placed a total of $390,000 in advertising with over 100 media outlets, publications, and digital media platforms including Travel USA Guide, Delta Sky Magazine, ADARA, Expedia, TripAdvisor and many more

• Partnered with ADARA (The World’s Travel Data Co-op) from May - August on a media campaign which resulted in 556 hotel bookings, 477 booked flights, and 1,246 total travelers to Jackson. This campaign had an overall 4:1 total ROI with over $90,000 in booked hotel revenue.

• Established a new Jackson Expedia Partner Co-op with four major hotel properties during July, August, and September. Each property increased booked revenue YoY from Expedia. Overall, Jackson was exposed to the Expedia audience 10.3 million times with 3,400 clicks to purchase a trip. Search demand growth YoY for Jackson outpaced Birmingham and Memphis during the campaign.

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• Renewed TripAdvisor partnership and increased YoY views to the Jackson, Mississippi profile page (174K+) and performed higher than the industry benchmark on click through rate (0.35%) and ad viewability (78.9%). Overall, 880K impressions were served via the TripAdvisor campaign.

• Increased SippJackson foodie blog pageviews to 36,390 and posted over 75 new articles

• Placed over $75,000 in advertising focused on Jackson’s culinary scene including Garden & Gun, Taste of the South, The Local Palate and many more

• Strengthened the meetings, conventions, and sports business through CVENT with YoY increases in total RFPs, total room nights, and total RFP value

• Produced a brand-new meetings, conventions, and sports sales kit and accompanying video with over 20K views.

• Increased visitor guide inquiries by 70% YoY from the VisitJackson.com website and other media/industry partners.

• Developed a new Blues Brochure documenting Jackson’s blues heritage and current nightlife, as well as food options. These brochures were delivered to thousands of patrons at the Chicago Blues Festival.

• Participated in the Atlanta Food & Wine Festival with local Jackson chefs to showcase Jackson’s culinary scene to thousands of attendees.

INDUSTRY AWARDSNamed a finalist in the “Best Expression of Place Identity Through Design” category for the “My City” strategy and creative at City Nation Place International Awards in London.

Awarded the “Best Social Media Campaign of the Year” at the annual Mississippi Tourism Association Governor’s Conference on Tourism for the SippJackson blog.

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SALES & SERVICES REVIEW

CONVENTION SALES & SERVICESThe Sales Department of Visit Jackson is the primary economic engine of the Bureau. This department is comprised of sales and services functions. These staff persons’ research meeting and potential activity for the destination. They establish relationships with clients, present bid proposals, book and service meetings, conventions, group tours, reunions and sporting events.

THE VISIT JACKSON SALES, GROUP TOUR AND SERVICES TEAM ARE RESPONSIBLE FOR THE FOLLOWING PROGRAM OF WORK:• Promoting Jackson, Mississippi to meeting planners locally, regionally, and nationally• Competitive sales resulting in bid and presentation activity• Welcome presentations• Attendance Promotions• Pre/Post Convention Meetings• Visit Jackson underwriting program • Achieving sales goals• Registration assistance• Tradeshow representation and participation • Step-on tours

SALES DEPARTMENT ACTIVITIES • Visit Jackson hosted a Familiarization Tour in September. Thirty-eight meeting planners from across the country

who had never been to Jackson were flown in for 2 1/2 days. The tour included visits to local hotels, meeting facilities and attractions and included a tour of the convention center and trade show that allowed the restaurants, hotels and attractions an opportunity to showcase their facilities as well as giving the meeting planners a “taste of Jackson”. A survey was conducted after the event, resulting in a overall positive rating for Jackson as a meeting destination! To date Visit Jackson has booked 3 events with an economic impact of 1.3 M directly related to the FAM tour.

• Booked a total 104 conventions with over 160,530 anticipated delegates• Generated approximately 95 convention/meeting leads for future years • Sales conducted four sales blitzes in feeder markets during the 2017-2018 fiscal year.• Participated in 12 sales related missions throughout Jackson and the Southwest Region during the fiscal year with

our hotel community.• Hosted 27 meeting planners in Jackson for site visits throughout the fiscal year.

SERVICES• Serviced approximately 324 groups totaling approximately 617,481 delegates; • Visit Jackson’s service department has been instrumental in providing on-site registration assistance to 67 qualified

meetings and events that convened in the city.

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• Reimbursed $113,152 in qualified & documented expenditures to meetings, equine and sporting events to enhance the success of meetings and sports activities in Jackson.

• Continued to support the sales mission by facilitating convention & meeting re-booking initiatives for future years.

GROUP TOUR ACTIVITIES• Provided local greetings to 11 tour groups. • Provided 15 step-on guided city tours.• Booked 26 tours.• Hosted 25 group tours. • Generated 21 leads for future business. • Attended 4 trade shows with a total of 109 appointments and 76 prospects.• Conducted Jackson welcome promotions at the Vicksburg Welcome Center during National Tour & Travel Week.• Worked with the Mississippi Development Authority to conduct international visits from Australia/New Zealand,

Germany, and Great Britain.

INTERNATIONAL, NATIONAL & REGIONAL TRADESHOW PARTICIPATION• National Association of Sports Commissions• American Society of Association Executives (ASAE) • Connect Marketplace• RCMA (Religious Conference Management Association)• MSAE (MS Society of Association Executives)/LSAE (Louisiana Society of Association Executives)• World Travel Market • Collaborate Marketplace• American Bus Association (ABA)• Travel South Showcase• CONNECT Sports • AMA/GMA/SCMA Regional Marketplace• ESPA (Events Services Professional Association)• PCMA • Travel South International• CMP Conclave

LOCAL TRADESHOW PARTICIPATION• Innovate Mississippi Business Expo• Mississippi Wildlife Extravaganza• Dixie National Equine Expo• National Cutting Horse Association• Mississippi Magazine - The Mercantile Marketplace

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NEW SIGNIFICANT BUSINESS (groups that generate an economic impact of $500K or more)• Baptist Missionary Association of America – FY19• Church of God in Christ Holy Convocation – FY19• Alpha Phi Alpha Fraternity Southern Regional Convention – FY19• Southern Horseman Association – FY19• Church of God in Christ Youth Rally – FY19• National Square Dance Association – FY21

REPEAT SIGNIFICANT BUSINESS (groups that generate an economic impact of $500K or more)• Church of God in Christ, Inc.• MS Farm Bureau Federation• United Methodist Church• National Cutting Horse Association• Mississippi Boys Hoops AAU• Jackson State University Athletics • Mississippi Quarter Horse Association

BID PRESENTATIONS• Southeastern Museum Conference• National Square Dance Convention• Alpha Phi Alpha Fraternity, Inc. (Southern Region)

SITE VISITS• General Missionary Baptist Convention of MS, Inc.• Nation of Islam• Gospel Music Workshop of America – Southern Region• National Baptist Congress• Church of God In Christ, Inc.• Pentecostal Churches of the Apostolic Faith• Education Anew• The Friedkin Group

• Mississippi High School Association, Inc. • Sanderson Farm Golf Championship• MS Wildlife Federation• State of Mississippi Horse Show Association• Mississippi Nursery and Landscape Association• Dixie National Western Festival

• Roundalab• Art Place America• 2D Sports Tournament• Ace to Deuce Tennis Association• Fundracer Events• Southeastern Museum Conference• Alpha Phi Alpha Fraternity, Inc. • African American Museums• National Association of Junior Auxiliary

Each year Visit Jackson participates in community-based activities creating opportunities to promote and introduce destination marketing organization functions and its value to the Jackson community at-large. These activities also provide an opportunity to tactically execute the quality-of-life component of Visit Jackson’s mission. Examples of community engagement activities include, but are not limited to, grass-roots/community-centric and education involvement, local tradeshows, and Visit Jackson’s Speakers Bureau.

MISS JACKSON HOSPITALITY Miss Jackson Hospitality represents the citizens of Jackson during the Miss Mississippi Hospitality Scholarship Pageant each year. This unique ambassador also serves as the face and voice of the Jackson tourism community, by welcoming groups and conventions; and attending city special events and activities.

HOMETOWN HERO & SUMITT AWARDS The Jackson, Mississippi Hometown Hero program was created by Visit Jackson as an initiative to recognize excellence in the hospitality industry. Individuals and entities who are nominated are recognized for their contribution to the success of Mississippi capital city’s tourism industry. The SUMITT AWARDS recognize Jackson’s top tourism entities for their outstanding contribution to the advancement of travel and tourism in Jackson. “SUMITT” is an acronym for “Superlative Merit in Travel and Tourism.” This year marked its 25th year of existence.

NATIONAL TRAVEL & TOURISM WEEK Established by a congressional resolution in 1983, the Jackson tourism community celebrates National Travel & Tourism Week with events that are identified to have the propensity to positively impact the Jackson, Mississippi marketplace.

HOSPITALITY TRAINING Visit Jackson sponsors a Certified Jackson Hospitality Specialist Training initiative. The goal of this initiative is to heighten the skill level, image, perception and awareness of good customer service to those visiting our city and citizens enjoying our hotels, restaurants, attractions and special events.

TOURISM ORIENTED POLICING STRATEGIES (TOPS) The objective of the Tourism Oriented Policing Strategies Program (TOPS) is to promote the safety of visitors and citizens attending attractions, restaurants, hotels and events in Jackson, Mississippi.

LEGISLATIVE WELCOME Annually, Visit Jackson executes a “welcome” for members of the Mississippi Legislature, their families, and staff. This initiative provides an opportunity to welcome members of the Mississippi Legislature to their capital city and introduce them to visitor services that may help facilitate their stay.

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COMMUNITY ENGAGEMENT PROJECTS

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ESTIMATED ECONOMIC IMPACT METHODOLOGY

During the FY 2018 PEER Review, the committee recommended that Visit Jackson review its Estimated Economic Impact calculation methodology. The review noted that Visit Jackson’s current calculations were dated and needed to be updated.

While the FY 2018 calculations were extrapolated utilizing that old mythology, it is important to note that in January of 2019, Visit Jackson contracted with Destination International and purchased its Event Impact Calculator. The Event Impact Calculator measures the economic value of an event and calculates its return on investment to local taxes. Armed with this information, destination organizations and CVBs are better prepared to make the case to policymakers and stakeholders for the ongoing development and growth of the events and meetings sectors. Updated annually, the calculator draws on ten different data sources to provide an industry-wide standard.

The models and platform have been developed by Tourism Economics, an Oxford Economics Company, and includes three distinct modules:

• Meetings: Including business meetings, conventions and trade shows• Sports: Including amateur, college and professional sports• Festivals and Cultural Events: Including performing and visual arts, awards ceremonies, food and

drink and cultural events

These new metrics will be available to Visit Jackson to report the FY 2019 Estimated Economic Impact of tourism activity for Jackson.

LODGING & RESTAURANT SALES TAX

$3.5 MILLION DOLLARS

Visit Jackson receives a 1% sales tax on lodgings and restaurants within the City of Jackson. The DMO works aggressively to attract visitors to the destination. These tax funds comprise of approximately 99% of the resources used to sell and market Jackson.

TOURISM IMPACT REPORT

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THE COLLECTIVE JACKSON TOURISM INDUSTRY GENERATED APPROXIMATELY

50,000 HOTEL ROOM NIGHTS STAYS DURING FY 2018

The mythology utilized to report rooms nights is derived by calculating 8% of the reported meeting visitor attendees during FY 2018

TOTAL CONVENTION, MEETINGS, TRADESHOWS, REUNION BUSINESS BOOKED BY VISIT JACKSON IN FY2018:

10.4 MILLION DOLLARS

** This number represents all bookings generated by Visit Jackson sales initiatives. Excludes Repeat & Services.

TOTAL CONVENTION, MEETINGS, TRADESHOWS, TOURISM, AND REUNION BUSINESS OCCURRING IN FY 2018:

$92.4 MILLION DOLLARS

This number represents all convention/event activity occurring in Jackson during FY 2018. This collective statement is inclusive of sales initiatives of Jackson Hotels, Meeting Venues and Visit Jackson’s sales and services. Some business reported occurred in FY2018.

TOTAL CONVENTION, MEETINGS, TRADESHOWS, TOURISM, AND REUNION BUSINESS BOOKED IN FY 2018:

$82.3 MILLION DOLLARS

This number represents all bookings generated by Jackson Hotels, Meeting Venues and Visit Jackson’s sales initiatives and services.

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DIRECT EXPENSES

Personnel Services encompass all expenditures associated with compensation, benefits and taxes necessary to maintain human capital for Visit Jackson.

General Operating expenditures represent supplies, rents, leases, professional services and capital outlays.

The most significant budget category is Direct Promotional. This category consists of advertising, marketing, promotion, and funding expenditures; as well as travel and professional affiliations; which all are used to further Visit Jackson’s sales and marketing initiatives.

*Data obtained from Destination International’s 2017 Organizational & Financial Profile Study based on DMO’s with a operating budget from $3 - 4M. Note: As compared to expenditures.

SPONSORSHIPS & GRANTS $1,123,214

CONVENTION & MEETING SUPPORT - $113,152The Convention & Meeting Support program is designed to provide assistance to meetings, conferences/conventions, tradeshows, reunions, equine events and sporting events within the City of Jackson. Applicants must use Jackson venues and hotels to be eligible to receive Visit Jackson funding. During the Fiscal Year 2018, Visit Jackson provided support to approximately 40 groups.

MARKETING MATCH GRANT PROGRAM - $186,512 The Marketing Match Grant assists festivals & events, attractions and organizations that promote inbound tourism through public events within the City of Jackson. Applicants may apply for funding up to 50% of total

qualified advertising expenses and up to 25% of total marketing expenses. During the Fiscal Year 2018, Visit Jackson provided matching grant support to 16 organizations.

SPONSORSHIPS - $523,550Visit Jackson provides sponsorship to non-profit organizations promoting activities that will cause local economic impact, especially by filling hotel/motel rooms and restaurants.

During the Fiscal Year Ended 2018, Visit Jackson provided sponsorship support in the amount of $98,550 to 18 organizations. We also continued to support the Museum of Mississippi History and the Mississippi Civil Rights Museum by providing marketing support in the amount of $200,000. Additionally, we provided support to both the Jackson Convention Complex and the Farish Street Heritage Festival in the amount of $150,000 and $75,000, respectively.

QUALITY OF LIFE - $300,000One of the goals of Visit Jackson is to cause major economic impact for Jackson; while, impacting the quality of life of local citizens. Visit Jackson partnered with the Greater Jackson Arts Council to implement programs which enhanced the Quality of Life of Jackson’s citizens. • GREATER JACKSON ARTS COUNCIL MINI-GRANT PROGRAM: $100,000Visit Jackson provided funding to the Greater Jackson Arts Council for non-traditional tourism related organizations to develop, enhance or continue their programs. In Fiscal Year 2018, with the support of Visit Jackson, the Arts Council provided mini grants to 113 organizations within the Jackson community.

• GREATER JACKSON ARTS COUNCIL PROJECT, PROGRAM & OUTREACH: $200,000Visit Jackson also provided funding to the Greater Jackson Arts Council to assist with its Quality of Life Series. The goal of the program is to stimulate impact of the general economy of the City of Jackson. This series encompassed a continuation of restructuring the We Are Jackson Magazine, assistance with the Creative Empowerment Series, Food Truck Fridays, Public Art Now!, and the High Note Jam Concert/Music First Series.

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FY 2018 ENCOMPASSES A COLLECTIVE 334 YEARS OF PROFESSIONAL AND INDUSTRY EXPERIENCE STAFF PROFICIENCY.

A LOOK AHEAD

The Board of Directors and Leadership are excited about opportunities associated with the new direction of Visit Jackson. We are dedicated to the realization of enhancing the impact of destination marketing for Jackson, Mississippi. Within the next several months, Visit Jackson will initiate its first formal Destination Master Plan process for Mississippi’s Capital City. Results of that project will yield a strengthened Strategic Plan for Visit Jackson. Visit Jackson’s goal is to develop a strategic process that is clear, compelling, and action oriented; developing a plan of action for the next five years.

The Visit Jackson Master Plan initiative will involve input and active participation from a cross-section of the Jackson Community, including industry partners, the business community, public stakeholders, and residence alike. Currently, partners are being approached regarding their active engagement. This process will be a collective initiative that will provide a barometer that will drive decisions and measure results for the future.

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111 EAST CAPITOL STREET, SUITE 102JACKSON, MISSISSIPPI 39201

601-960-1891WWW.VISITJACKSON.COM