Steve Bagwell just turned 53, but his career at the Charlotte Regional Visitors Authority already spans three decades.
Bagwell has worked in 10 different jobs during his tenure at the publicly funded agency responsible for recruiting conventions, promoting the Charlotte area as a tourism destination and managing a portfolio of city-owned buildings. The latter includes the NASCAR Hall of Fame, the Charlotte Convention Center, Bojangles Coliseum and Ovens Auditorium. The visitors authority also manages security and changeovers from events as part of back-of-house responsibilities at the city-owned Spectrum Center.
In November, Bagwell became CEO of the CRVA, selected by the authority board to replace Tom Murray, who retired after 12 years leading the organization.
Board members praised his experience and expertise, from overseeing venue management, food service and finance to running the convention center and other buildings.
He inherits a vast operation consisting of 305 full-time employees, hundreds of part-time workers and contractors and an annual operating budget of $90 million.
The visitors authority completed a $127 million expansion of the convention center in 2021 that added 50,000 square feet of meeting rooms. The Bojangles Entertainment Complex, consisting of Bojangles Coliseum and Ovens Auditorium, opened a $20 million “connector” building the same year; the new space provides social spaces, concessions, and bathrooms for customers of both buildings while providing offices and storage for the visitors authority administration and others.
As the city grows, and uptown’s adjacent South End neighborhood becomes a magnet for young professionals, Bagwell and the visitors authority hope to attract more conventions. A big platform for those ambitions will come in 2027, when the American Society of Association Executives — the people who put on conventions — meets here.
Bagwell, a mere two months into his new role, fielded questions from CBJ about the state of tourism in the region and his goals for the visitors authority. Below are excerpts from his responses, edited for context and clarity.
On his interest in becoming CEO:
I have invested my entire career with the CRVA and I am incredibly proud to be part of an organization that supports the hospitality community and attracts events that add to Charlotte’s quality of life. … It is important to me to keep our talented team together and build on the momentum that has contributed to record visitation to Charlotte and been responsible for record revenue at our venues. … I look forward to maintaining the special culture we have in place.
On short- and long-term goal in facilities and tourism:
We will continue to capitalize on the recent expansion of the Convention Center and enhancements to Bojangles Entertainment Complex. These investments have delivered expected results with both venues generating record revenue totals last year — the Convention Center (surpassed) its previous high by 40%.
Longer term we will continue to make capital investments in our venues to keep them competitive and attractive to meeting planners, promoters, and guests.
We were thrilled to see Charlotte exceed 30 million visitors for the first time in 2022, which resulted in an estimated $7.3 billion in direct spending. … The CRVA promotional reach is expanding based on our highest investment in paid media. [The visitors authority has increased its advertising and marketing spending 75% during the past three years.] We know our advertising is effective because for every dollar invested, we see a return of $71 in visitor spending in the region.
On the health of the local hotel sector and the importance of Charlotte Douglas International Airport to tourism efforts:
Charlotte is in a strong position and it’s important to keep the positive momentum going. The airport is undoubtedly a key factor in our overall success, and it’s exciting to hear about service expansions into new markets — both domestic and international. That adds to Charlotte’s appeal and broadens our exposure.
We benefit greatly from hoteliers and other industry partners supporting our efforts and adding to our destination offerings.
We need to continue to build our convention product to remain competitive, which includes hotels in proximity to the Convention Center and plenty of nearby options to keep attendees engaged and entertained.
We’re a dynamic city with a very positive perception and reputation. We are invested in and committed to maintaining that high level of awareness. The genuine spirit of partnership and warm hospitality extended to guests are incredibly strong selling points.
Read more of Bagwell’s interview in the Charlotte Business Journal.
