New Name for SBVC

The former Sturgeon Bay Visitor Center (SBVC) is taking on a new name and a new brand. The organization will now be known as Destination Sturgeon Bay – a name change that follows suit with the recent change of the Door County Visitor Bureau to Destination Door County. 

“With this name change, we believe that Destination Sturgeon Bay (DSB) more accurately reflects all that we do within these welcome-center walls,” said Pam Seiler, executive director. “This process has allowed us to reflect upon our organization and really focus on the three pillars of who we serve: our visitors, our businesses and our community.” 

Destination Sturgeon Bay is following the lead of Destination Door County and other destination-marketing and management organizations throughout the country in adopting the new “Destination” name for its welcome center, understanding that it’s more important than ever to balance tourism, economic development and the needs of communities. 

The new logo represents Sturgeon Bay with a crisp, fresh look – a logo that Seiler believes will serve the organization well into the next decade and beyond. 

“We’re proud of Sturgeon Bay and its importance to the year-round tourism of Door County,” Seiler said. “Our new branding offers us the opportunity to showcase the cool, gritty feel of Sturgeon Bay and all of the established and up-and-coming businesses in the area.”

It’s the fourth name for the organization, which was originally established as the Sturgeon Bay Community Development Corporation in 1993.