What Discover Green Bay does

Discover Green Bay is the official destination marketing organization (DMO) for the Greater Green Bay region of Wisconsin, headquartered at 1945 Argonne Street, Green Bay. Originally founded in 1969 as the Greater Green Bay Convention & Visitors Bureau, it was rebranded as Discover Green Bay in summer 2021 to signal a broader mission of inspiring visitors and residents to explore the wider region. The organization operates as a private non-profit with a 15-20 person staff led by President/CEO Brad Toll, and is governed by a board drawn from local hospitality, sports, and community institutions including the Green Bay Packers, Hyatt, Oneida Casino Hotel, and Green Bay Botanical Garden.

The organization's core product is the greenbay.com website and the supporting Simpleview CRM-based platform, which together form the partner and visitor backbone. On top of that, Discover Green Bay operates a tiered Partnership Program, a partner portal for self-service listings/events/coupons, a physical Visitor Center and a Mobile Visitor Center, an annual Destination Guide distributed in 130,000 copies, a brochure distribution network at 50+ touchpoints, an event calendar and submission system, recurring Tourism Impact Reports, and a Partner Education Series covering topics such as social media, sustainable business, AI and security, and news relations. Select customers/partners include tourism and hospitality businesses (hotels, restaurants, attractions, venues), meeting and convention organizers, sports tournament organizers, and leisure travelers, with the Green Bay Packers as a strategic partner via the 2025 NFL Draft Local Organizing Committee.

Revenue is generated through tiered partnership memberships (Gold $950/year, Green $300/year, Non-Profit $150/year), advertising inside the Destination Guide (quarter-page $1,650 to center fold $10,000), recurring brochure distribution subscriptions ($300/year annual, $85/quarter), event sponsorships and Mobile Visitor Center rentals, and pay-per-listing event submission fees for non-partners ($75 per event, $50 for non-profits). Customer concentration is distributed across many SMB tourism and hospitality businesses, with key anchor relationships including the Green Bay Packers and government partners such as the Village of Howard.

Name

Discover Green Bay

Legal name

Greater Green Bay Convention & Visitors Bureau

Website

https://greenbay.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

Discover Green Bay is the official non-profit destination marketing organization for Greater Green Bay, Wisconsin. Founded in 1969 and rebranded in 2021, it markets the region to leisure travelers, convention planners, and sports event organizers through its partner platform, visitor centers, and greenbay.com website, funded by tiered memberships and advertising.

Ownership category

akta.pro rank

Product category

Destination Marketing Services

NAICS

Tour Operators (561520)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Inbound DMCs (Full-Service Ground Handling) (THAKAEAA)

akta.pro secondary industry

Venue & Special Event Site Sourcing (Unique Venues, Permitting) (THAHADAE)

Keywords

• Destination marketing services
• Tourism partnership programs
• Convention sales services
• Sports tourism marketing
• Visitor guide advertising

Headquarters

HQ city

Green Bay

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Partnership Memberships: Annual partnerships with tourism businesses (Gold $950/year, Green $300/year, Non-Profit $150/year) providing listing on greenbay.com and visitor guide inclusion
2. Destination Guide Advertising: Paid advertising placements in the annual Discover Green Bay Destination Guide (130,000 copies distributed), with options from quarter-page ($1,650) to center fold ($10,000)
3. Brochure Distribution Program: Distribution of partner brochures at 50+ visitor touchpoints - Annual ($300/year), Quarterly ($85/quarter), Non-profit options available
4. Event Sponsorship & Services: Mobile Visitor Center rental and event sponsorship opportunities for partners and event organizers

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Discover Green Bay is the official destination marketing organization (DMO) for the Greater Green Bay region. It markets the destination to leisure travelers, meeting planners, and sports event organizers through its website (greenbay.com), annual Destination Guide, and visitor centers, while selling tiered partnership memberships, advertising placements, brochure distribution, and event services to local tourism businesses (hotels, restaurants, attractions, and venues) to drive visitor traffic and economic impact.

Product overview

Discover Green Bay operates as the official destination marketing organization for Greater Green Bay, functioning as a comprehensive tourism platform and service organization. The core product is the greenbay.com website (Discover Green Bay Website), which serves as the primary digital destination for visitor information. Supporting this core platform are multiple integrated services including the Partner Portal for business management, the Visitor Center (physical and mobile), Tourism Impact Reports for research, the annual Destination Guide publication, and a Partnership Program with tiered membership levels. Additional offerings include Event Calendar & Submission services, Brochure Distribution Program, Sports Tourism Services, Meeting & Convention Services, Group Experiences & Tours, the Partner Education Series, Partner Events networking program, and the Media Hub for press resources. Together, these products and services form a complete destination marketing ecosystem supporting tourism promotion, partner engagement, and regional economic development.

Differentiator

Problem solved

Functional benefit

Products and services

• Partnership Program Tiered annual partnership program for tourism and hospitality businesses in Greater Green Bay, offering listing placement on greenbay.com and inclusion in the annual Destination Guide. Includes Gold ($950/yr), Green ($300/yr), and Non-Profit ($150/yr) tiers.
• Destination Guide Advertising Paid advertising placements in the annual Discover Green Bay Destination Guide (130,000 copies distributed), ranging from quarter-page ($1,650) to center fold ($10,000), plus advertorial ($4,750) options. Available to businesses seeking visibility among visitors.
• Brochure Distribution Program Distribution service placing partner brochures at 50+ high-traffic visitor touchpoints across Greater Green Bay including hotels, attractions, and visitor centers. Plans start at Annual $300 or Quarterly $85, with non-profit rates of Annual $180 / Quarterly $50.
• Mobile Visitor Center Rental and Event Sponsorship Mobile Visitor Center rental and event sponsorship opportunities for partners and event organizers to deploy on-site visitor information at events across the region.
• Tourism Impact Reports Monthly and annual tourism research reports documenting the economic impact of tourism in Greater Green Bay, including visitor spending, job creation, and tax revenue data, used by partners and community stakeholders.
• Sports Tourism Services Services promoting sports tourism including venue information, tournament housing coordination, and event support for youth gymnastics, bowling, and other sporting events targeting athletic conferences and tournament organizers.
• Meeting and Convention Services Services for meeting planners including venue sourcing, RFP submission, group entertainment coordination, catering referrals, and transportation assistance for conferences, meetings, and conventions in Greater Green Bay.
• Group Experiences and Tours Curated group tour experiences including weddings, reunions, international visitors, and themed itineraries such as Legends of Lambeau, Naturally Green Bay, and Sips of the Bay, for group tour operators and event organizers.
• Event Listing Submission Service Paid event listing submission for non-partner organizations ($75 per event, $50 for non-profits), allowing businesses and organizers to feature events on the public Discover Green Bay events calendar.

Quantifiable outcome

• $1.5 billion tourism economic impact in 2024
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Gold PartnerscoreGTM or Marketing PartnerPremium partnership tier ($950/year) featuring enhanced visibility and maximum promotional benefits. Gold Partners receive priority placement in visitor materials and dedicated support from Discover Green Bay marketing team.
• Green PartnerscoreGTM or Marketing PartnerStandard partnership tier ($300/year) providing base listing on greenbay.com and inclusion in the official visitor guide. Available to all qualifying tourism businesses in Greater Green Bay.
• Non-Profit PartnersminorGTM or Marketing PartnerDiscounted partnership rate ($150/year) for qualifying non-profit tourism organizations seeking promotional support and visitor exposure.
• Green Bay PackerscoreStrategic or Co-development PartnerStrategic partner in hosting major events including the 2025 NFL Draft. The Local Organizing Committee included team members from Green Bay Packers, PMI Entertainment Group, and Discover Green Bay working together to deliver record-breaking attendance.
• Board of Directors (Community Leaders)coreStrategic or Co-development PartnerBoard includes representatives from major local organizations including Green Bay Packers, hotels (Hyatt, Comfort Suites, Tundra Lodge), Baker Tilly, Oneida Casino Hotel, Green Bay Botanical Garden, and other key hospitality stakeholders.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Travel Wisconsin: State-level Wisconsin DMO that Discover Green Bay collaborates and competes with for visitor share, promotional funding, and statewide marketing campaigns.
• Visit Grand Rapids: Mid-market Midwest city CVB of comparable size and structure, with similar sports tourism, convention sales, and partnership-driven revenue model.
• Visit Milwaukee: Official DMO/CVB for the Milwaukee metro area in Wisconsin. Directly comparable mid-market Great Lakes CVB with similar partnership, advertising, and convention sales model serving a competing Wisconsin destination.
• Destination Madison: DMO for Madison, Wisconsin. Closest same-state competitor and functional peer in terms of scale, university-driven events calendar, partnership tiers, and convention/leisure marketing mix.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/discovergrnbay
• LinkedInlinkedin.com/company/discover-green-bay

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Discover Green Bay