The Greater Rochester Visitors Association has named Don Jeffries its new President and CEO. Jeffries is the former CEO of the Rochester Broadway Theater League. He takes over the new position on January 15. Jeffries says he will tap into the many businesses located in the Rochester area, whose employees' professional and trade association meetings and conventions can be held here. Jeffries says between the Riverside Convention Center, museums, festivals, restaurants, Finger Lakes and the people, Rochester is a great destination for convention-goers, and a much better bargain than many other major metropolitan areas.