On the latest edition of the HBAC we were really pleased to welcome Exec. Director and lifelong Hilliard resident Samantha Brill for a long overdue visit to the studio!

Destination Hilliard, the nonprofit organization charged with promoting tourism, is increasingly positioning its work not only around attracting visitors but also around helping existing residents engage more fully with the city’s growing slate of events, businesses and amenities.

The organization operates independently while coordinating closely with city government.

While its formal role centers on tourism, Brill emphasized that its work frequently overlaps with resident engagement.

“Destination Hilliard promotes things that serve our city’s visitors,” she said, but many of those same efforts also connect residents with local events and businesses.

Website, social media serve residents seeking local activities

Brill said one of Destination Hilliard’s most widely used tools is its website, redesigned over the past year to function as a centralized information source for both visitors and residents.

“We just launched a new site over the past year… so that it’s a one-stop shop,” she said. “If you are coming to Hilliard or if you live in Hilliard and you’re looking for something to do, you can find everything you want there.”

The organization’s weekly event listings on social media have also become a primary way residents learn about local activities.

“In fact, one of our most successful posts is our weekly graphic… People want to know what there is to do,” Brill said.

Destination Hilliard also organizes and supports community events intended to draw participation from residents while showcasing local businesses.

Events bring visitors while supporting local businesses

At the same time, Destination Hilliard continues its core work of recruiting regional events that bring outside visitors and additional spending into the city.

One example is the Ohio Coffee Festival, which relocated to Hilliard after losing its previous venue.

“I had heard through the grapevine that they were looking for a place… It just seemed like the perfect fit,” Brill said.

The event now draws approximately 11,000 people to Hilliard over a single weekend.

“And not only is it an event that brings in 11,000 people, it’s a demographic that tends to actually explore Hilliard too.”

Visitors often extend their stay beyond the event itself, benefiting local restaurants, retail shops and other businesses.

Visitor attraction supports broader economic base

Brill said attracting visitors from outside the immediate area produces measurable economic returns.

“When people come to Hilliard, they spend, I can’t remember the exact amount, but it’s something like 50 to $100,” she said. “When they come from outside of 50 miles, that goes up by at least $50.”

Such visitors are also more likely to stay overnight, increasing demand for lodging.

Six hotels currently operate near Interstate 270, with additional development planned.

“In Q3 of this year, there will be another hotel at True Point,” Brill said.

Tourism strategy tied to resident experience and city growth

Brill said Destination Hilliard’s work ultimately serves both of her primary audiences: attracting visitors while helping residents experience the full range of amenities available within their own city.

By promoting events, supporting businesses and expanding access to information, the organization’s efforts contribute both to Hilliard’s economic development and to the daily experience of those who call it home.

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