It's the end of an era for Bloomington-Normal's tourism industry.
Crystal Howard has announced her resignation after more than 20 years as executive director of the Bloomington-Normal Convention and Visitors Bureau [CVB].
Beth Whisman, director of the Normal Cultural Arts Department and Children’s Discovery Board, chairs the CVB board. She said Howard led the organization through a period of immense community growth and change, and helped make Bloomington-Normal more attractive to visitors.
“She really did create this brand and this style of good service and a good quality experience, so when the community hosted these events, the people walked away feeling good about it and we continue to win those bids,” Whisman said in an interview on WGLT’s Sound Ideas.
Whisman said Howard helped the CVB “stand on its own feet” soon after her arrival, separating the agency from the McLean County Chamber of Commerce and the Bloomington-Normal Economic Development Council.
Whisman listed several annual events the CVB helped land or bring back to the community in recent years, including the Bloomington Gold corvette show and the Illinois High School Association football finals.
Howard is stepping down at the end of August. She has not said what her plans are after leaving, and has been unavailable for comment.
Economic impact
The CVB cited in its 2023 annual report close to $7.5 million in economic impact generated last year. Part of that is derived from about 34,800 hotel room nights booked in Bloomington-Normal.
About half of the CVB’s budget in 2023 came from the Illinois Office of Tourism’s local tourism grant program. The remainder comes from a share of hotel/motel tax revenue that Bloomington and Normal collect.
Whisman said the concept of an indoor-outdoor sports complex that Bloomington-Normal leaders explored several years ago appears to be off the table for now, but could always be revived in the future.
Government leaders at the time balked at the $44 million price tag.
“I don’t know that we’ll see that level of a project, but I wouldn’t count it out either,” Whisman said.
She cited recent plans to build more pickleball courts as an example of the kind of private investment that would be required for larger projects to happen. She said for now, the CVB’s role is not to lead an effort to build new facilities.
“Boards can change and communities can give us different direction, but for now that was the message we received so we are taking those orders and moving forward,” he said.
Finding a successor
Whisman said the CVB plans to launch a national search for a new executive director, adding the organization wants someone who can think big and build and maintain partnerships to attract more events and conferences to Bloomington-Normal.
“How do we make sure we are relevant and we are efficient and we are exciting well beyond 2026,” said Whisman, referring to the Route 66 centennial, a year-long celebration that will include events all along the historic Mother Road.
She added a new executive director also will have to adapt to new consumer expectations in a world that will likely one day include autonomous vehicles, and will change how the public perceives time and convenience in travel.
Whisman said the CVB plans to have a new executive director in place by the start of the new year.
