SACRAMENTO, Calif.- The Sacramento Convention & Visitors Bureau (SCVB), the region's premier destination marketing organization, announced today that it will officially begin doing business as Visit Sacramento - a change designed to better convey the organization's purpose to both visitors and residents across a variety of brands that Visit Sacramento manages.

"With Sacramento's profile rising steadily across the country, our collective role in selling and marketing the region to drive economic impact is of critical importance," said Visit Sacramento President and CEO Steve Hammond. "This new name helps to clearly define who we are and what we do - both for those we are in business with, and the people who live and work here every day."

The new name also reflects the rapid growth of an organization that has been nurturing and acquiring a portfolio of brands over the years that have been leading economic engines for the region. The entire family of brands united under Visit Sacramento are America's Farm to Fork Capital, Sacramento Sports Commission (Sac Sports), Sacramento365, Sacramento Film Commission (Film Sacramento), Sac Event Crew and soon-to-come 501c3 foundation Growing Sac.

Visit Sacramento continues to help fuel the region's economy, with the team securing conventions, sporting events, leisure visits and film trips equaling more than $171 million in economic impact in 2015. The staff play the lead role in bringing the region's largest meetings and conventions to the area, as well as major tour groups and sports competitions.

To provide fun and entertainment for both visitors and residents, Visit Sacramento also executes popular special events, including the Taste of Summer weekend, the Farm-to-Fork Festival, Tower Bridge Dinner, Gold Rush Days and New Year's Eve Sky Spectacular.

"This is such an exciting time to be in Sacramento, and our brand teams are busy leveraging that excitement to bring new meetings, events and people to explore our region," said Visit Sacramento Chief Marketing Officer Sonya Bradley. "Visit Sacramento is really a succinct way of capturing our mission - once you visit Sacramento, you're a fan for life."