Last year, the Greater Birmingham area welcomed 3.9 million visitors, generating $2.5 billion in economic impact for the region, Furthermore, our local tourism and hospitality industry accounts for 51,000 jobs. Jessica Black is one of the people who keep that industry booming.
As Vice President of Marketing and Communications at the Greater Birmingham Convention & Visitors Bureau, she shows major event planners and everyday travelers the magic of the Magic City — from the culinary scene to golf trails and other beautiful green spaces. Get to know this week’s FACE of Birmingham!
Tell us about your work at the Greater Birmingham Convention and Visitors Bureau.
Our role and responsibility are to position the Greater Birmingham region as a premier destination for visitors. The whole package of what the Greater Birmingham region is — everything that we have to do, the restaurants, the entertainment, the attractions, our beautiful outdoor scenes — we promote that to a lot of different audiences. That includes meeting and convention planners to get them to bring business here and potential attendees of those meetings and conventions.
Another audience is what we would call “leisure travelers.” That includes people looking to take a three-day weekend or maybe a girl’s getaway.
Another one of our big segments is sports events. This summer, we’re hosting the World Police and Fire Games, which is a great example.
What role has the CVB played in preparing for such a huge event?
I have the honor of serving as a co-chair of the local marketing committee. That’s a group of marketing and communications professionals from across the city and state who are on board and helping in every way they can to support the games from a marketing and communications perspective.
We were part of the group that helped bid for the games and bring them here, and we’ve been part of every step of the way since then, really supporting the local host and organizing committee, whether through sponsorship sales or relationship building.
For us, the most important thing is showcasing Birmingham to potential participants and visitors who want to come and be spectators. We want to encourage them to come. So, that’s our number one priority. Our number two priority is making sure Birmingham is ready so that when folks get here, they have an exceptional experience.
What’s one thing you wish more people knew about Birmingham?
We’re not the Birmingham of the 1960s. We are working very hard to make sure that we honor that history because it is such an important part of who we are, but we also recognize the progress we’ve made. We are a vibrant, modern, inclusive community that’s welcoming to all. We want everybody here; we’re excited to have everybody here, and there’s something for everybody here.
What’s one thing you’d like to say to Birmingham residents?
Be a tourist in your own backyard! If you go to those places and love those places, then you’re going to talk about them to your friends and family who live outside the community. And maybe if they’re looking for a weekend trip, you can say, “Come to Birmingham and let me show you around.” Being a tourist in your own backyard helps build advocacy for Birmingham and increases our visibility and reputation for outside visitors.
Because of your job, this may feel like picking a favorite child, but what are some of your favorite places and events in Birmingham?
I love City Walk. Visitors (especially meeting planners) who see that get really excited, because it’s such a unique use of that space. On a personal level, I love it. We’re members at the Barkery Dog Park, so we take our dog Dolly down there and she loves running around.
As for annual events, one of my favorite things to do in the spring is the SEC baseball tournament out at the Hoover Met. I love the Sidewalk Film Festival; I think that’s such a gem for Birmingham with an international scope. Another big one that I love, and that we’ve been a big part of, has been FOOD+. That’s in the fall of every year, and it’s basically four days of celebrating food and culture.
When Broadway in Birmingham comes into town, you will always catch me down at the BJCC for those shows. And the Birmingham Bowl — I will be there every year.
We’re so lucky to have the Stallions — three-peat champions. Working with the UFL has been really cool because they’re committed to making Birmingham a great destination for the UFL.
Rickwood Field holds a special place in my heart, not just because of the Major League Baseball game that was held there but also because of its history.
The Lyric Theatre is special to me. My husband and I saw Roseanne Cash there in 2016. We fell in love with it so much that he actually proposed on stage there in 2017.
And of course, there’s Vulcan Park and Museum. V is the icon and symbol of our community, and they do such a great job over there.
What’s your best piece of advice?
Relationships matter more than anything. Do the right thing, and be humble. You can be proud of your work, and confident in what you do, but humility is, in my opinion, one of the most important characteristics in a team member, because it takes a team to get anything done.
Aside from faith, family, and friends, name three things you can’t live without.
Music, movies, and queso.
Lightning Round!
Favorite BHAM restaurants? Blue Pacific, Helen, ZaZa, and El Barrio.
Favorite hidden gem in BHM? Barber Vintage Motorsports Museum. It has the largest collection of Porsche vehicles in the entire world.
Your go-to birthday present? Wine or an experience like tickets to the Birmingham Zoo or a wine blending class at the Grand Bohemian Hotel.
What’s on your travel bucket list? Australia, Africa, Asia, and Scotland.
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Meet more interesting and inspiring Southern women over at our FACES archives!Â
