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From Burden to Breakthrough: How the Venice Area Chamber Transformed Its Publication into a Showcase of Community Pride and Doubled Non-Dues Revenue with In-House Publishing Success
Kathy Lehner, CEO of the Venice Area Chamber of Commerce
When Kathy Lehner became President and CEO of the Venice Area Chamber of Commerce, she inherited two in-house publishing projects — a chamber directory and a visitor guide. Both brought in healthy non-dues revenue, but the process behind them was overwhelming.
“Our members want to see their ROI instantly,” Kathy said. “To be able to say we print 15,000 books with your name in it — that’s instant return.”
Yet internally, the publication had become a source of stress. The chamber staff was doing everything — selling ads, writing copy, proofing listings, managing design, finding a printer, paying invoices, and handling distribution.
“One of my staff said she felt like she was selling stale bread,” Kathy recalled. “We had to do it, but it wasn’t something anyone was proud of.”
The Turning Point
Kathy wanted to keep the Chamber’s control and publish in-house, but she knew the process had to be professionalized. In 2021, she contacted Chamber Marketing Partners (CMP) to help transform the publication without giving up ownership.
CMP analyzed the Chamber’s workflow and finances, and quickly saw that staff were consumed by production details instead of focusing on what they did best — building relationships and selling.
“When you try to do your job and the publication at the same time, you lose both,” Kathy said. “We needed someone who could take that burden off our shoulders.”
The Solution
CMP streamlined the in-house publishing process, managing production, layout, and printing while training the Chamber’s team on a more efficient, repeatable system.
Andrea Arnold, Membership Director
CMP also held weekly ad-sales huddles with Membership and Sales Director Andrea Arnold, helping her refine strategy, strengthen closing skills, and track progress. That coaching and relief from production stress gave Andrea the freedom to do what she does best — sell and connect with members.
“By not doing everything ourselves, Andrea could finally focus on her members instead of fighting with files,” Kathy said.
The publication received a full redesign — vibrant, colorful, and modern. Pages were re-imagined with full-bleed photography, two-page spreads, and stories that captured the beauty and spirit of Venice.
“Before, we were putting square here, square there — no wonder no one wanted to look at it,” Kathy said. “Now our guide is something we’re proud to carry around and hand out.”
Each new edition reinforced the Chamber’s image as the voice of its community. “It’s funny,” Kathy added. “We put it on Facebook to announce it was ready, and people started walking in asking for the new Guide. That had never happened before.”
The Results
CMP’s professional approach didn’t just improve the look — it improved the bottom line.
- The first redesigned edition delivered a 22% return on sales.
- By the second edition, sales increased and non-dues revenue profit rose to 24%.
- By the third year, sales increase again and non-dues revenue profit reached 29% return on sales.
Community Guide & Preferred Business Resource Directory
The publication became a point of pride for the Chamber, its members, and the community — a piece they wanted to display and distribute. Advertisers gained exposure in print and online, with each ad hyperlinked in the digital edition.
“Our advertisers are hyperlinked right to their website,” Kathy said. “That benefit has been huge.”
The Impact
Through CMP’s professional management and coaching, the Venice Area Chamber turned what once felt like a burden into one of its most visible assets.
- Staff stress decreased dramatically.
- Andrea could focus on selling and relationship-building.
- Design quality elevated the Chamber’s brand.
- Non-dues revenue nearly doubled.
- The publication became something the Chamber was proud to share.
“Time is money,” Kathy said. “Working with Chamber Marketing Partners was priceless.”
And when it came to the design, Kathy’s simple instruction summed it up best:
“Ed, just make us look good.”
The Takeaway
The Venice Area Chamber of Commerce proved that when you publish in-house with professional guidance, you can keep control, elevate design, and turn your chamber directory or visitor guide into a vibrant community showcase — while unburdening your staff and creating a substantial, non-dues revenue generating asset.
See the Current Community Guide & Preferred Business Directory
Want to Explore What This Could Look Like for Your Chamber?
Let’s talk. Whether you want to boost your publication’s performance, create time to build member relationships, or just need a better way to manage the process—we’re here to help.
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FAQs
How much more profitable can in-house publishing be for a Chamber of Commerce?
When done right, publishing in-house can double non-dues revenue. The Venice Area Chamber of Commerce increased its profit margin from 22% to 29% in just four years by professionalizing the process and redesigning its publication.
How does a Chamber benefit from producing its own chamber directory or visitor guide?
Publishing in-house allows chambers to control design, messaging, and ad sales. The Venice Area Chamber’s in-house guide became a vibrant showcase of its community — boosting visibility for members and pride among staff and residents alike.
What are the biggest challenges of publishing a chamber directory in-house?
Without professional management, the workload can overwhelm staff — from ad sales to proofing to printing. The Venice Area Chamber solved this by partnering with Chamber Marketing Partners to manage production so staff could focus on selling.
How can a chamber directory publisher help if we still want to keep our project in-house?
A chamber directory publisher like Chamber Marketing Partners acts as a professional manager — handling layout, printing, and project workflow while your staff keeps ownership, control, and all revenue.
What made the Venice Area Chamber’s publication redesign so successful?
The redesign turned a dated book into a vibrant, colorful magazine the Chamber is proud to hand out. Using professional design and fresh storytelling, it connected with residents, visitors, and advertisers alike — online and in print.
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