VISIT VIRGINIA’S BLUE RIDGE
PROGRESS
REPORT 2 0 1 7
LOVE WHERE YOU LIVE
MESSAGE FROM THE CHAIR & PRESIDENT Visit Virginia’s Blue Ridge continues to strive to build upon our goal of delivering what our partners W. Lee Wilhelm, III Chair
and localities want and need. We are grateful for the continued support and commitment. The 2017 Progress Report highlights
SMITH MOUNTAIN LAKE
many of the strategic Landon C. Howard President
initiatives and
projects that our team put in place in 2016, implemented in 2017 and will continue to build upon in 2018. These initiatives were derived from the Destination Vision Plan and include VBR Sports, Mountain Biking, Craft Beer, Arts & Culture packaging and Customer Service training. In the coming year, we will continue to find the most effective ways to provide our localities with the maximum return on their investment supporting the growth of the travel and tourism industry in Virginia’s Blue Ridge.
FROM THE ANNUAL STATE OF THE COUNTY ADDRESS: We now live in a time of cooperation between local governments, a shared sense of community, and an understanding that our futures are tied together. Today, we plan together, share our resources, and support each other’s efforts. We have to. Our citizens expect it and our constantly changing world demands it. Joe McNamara
Chairman, Roanoke County Board of Supervisors
VisitVBR.com
VIRGINIA’S BLUE RIDGE -
BUILDING A GREAT DESTINATION! In 2014, Visit Virginia’s Blue Ridge (VBR) Board of Directors approved a planning process that would bring together the Cities of Roanoke and Salem as well as the Counties of Botetourt, Franklin, and Roanoke to create a strategic plan for building Virginia’s Blue Ridge as a destination. After two years of input from over 300 community stakeholders, the 2030 Destination Vision Plan was completed in 2016 and ready to begin implementation. The Board wisely realized that today’s destination marketing organizations must be advocates, planners, and managers for all aspects of the destination’s future. “The 2030 Destination Vision Plan allows our Visit VBR Team to work with regional leaders toward a well thought out destination, instead of one that happens by chance,” explained W. Lee Wilhelm, Chair of the Visit VBR Board of Directors. “This plan will not sit on a shelf. Action steps are monitored quarterly and the plan is revised annually to take full advantage of destination opportunities.” PROJECTS THAT HAVE BEEN COMPLETED OR ARE IN PROGRESS INCLUDE: Centralized Calendar of Events
Virginia Western Workforce Training Partnership specific to Hospitality Training
Enhanced Mountain Bike Trails and Facilities
Tourism Zone Development – Salem established these zones
VBR Sports Initiative Explore Park Master Plan Supportive Role
VBR Destination Events – Go Cross, Salem Half Marathon and Creature at Carvins Cove
Amtrak Service began
IMBA Ride Center Partnership
Greenway and Blueway enhancements
Star City Attractions Pass Support
Additional hotels opened or projected to be developed
Bikes, Beer & Brains Sub-brand
Completed Sports Facility Feasibility Study
Visit VBR Foundation Established
Regional Wayfinding Plan
Air Service Improvement Support
Regional Governments Adopted VBR Brand
Botetourt County Gateway Project Support
The 2030 Destination Vision Plan has contributed to eight consecutive years of RECORD growth for Virginia’s Blue Ridge, but more importantly, it brings hundreds of thousands of visitors to our region annually, many who may have never considered coming here for any other reason other than a visit.
Build a place whe re E WANT TO L P O E P
IT ALL STARTS WITH
B
U
Th
en, yo
A VISIT
u bui ld a place where SIN BE E S S HAS TO
LI V E
, you build a plac Then ew her PLE WANT TO O e E P
VIS IT
The ere PE n, you b uild a place wh OP LE W ANT TO
WOR
K
Tourism tells people who we are, where we are, and why they would want to be in Virginia’s Blue Ridge. Many will want to live here, which means growth in jobs and businesses.
2017 PROGRESS REPORT · Love Where You Live
1
Virginia’s Blue Ridge Tourism Industry Generated
$813
MILLION
IN DIRECT TRAVEL EXPENDITURES*
$60
MILLION
in STATE & LOCAL TAXES* employs nearly
7,878*
*Source: Virginia Tourism Corporation
ECONOMIC
IMPACT
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Amtrak Ribbon Cutting
AMTRAK STARTED SERVICE IN VIRGINIA’S BLUE RIDGE
ECONOMIC IMPACT
8TH CONSECUTIVE YEAR OF GROWTH Every day the team at Visit Virginia’s Blue Ridge works with our partners to grow the local tourism industry. Our success is tied to the economic vitality of the region, fostering new businesses of all kinds – including new hotels that will generate additional visitors, jobs, and millions of dollars of local and state taxes.
HOTEL ROOM DEMAND 1,226,221
1,250,000
1,200,000
1,150,000
2.9% ase
incre m fro 2016
1,100,000
1,050,000
1,000,000 ROOMS SOLD 950,000
2010 2011 2012 2013 2014 2015 2016 2017 Source: STR, Inc.
HOTEL ROOM REVENUE 110,000,000
$105,218,901 103,000,000
96,000,000
3.8% ase
incre m fro 2016
89,000,000
82,000,000 ROOM REVENUE 75,000,000 2010 2011 2012 2013 2014 2015 2016 2017 Source: STR, Inc.
VisitVBR.com · 2017 PROGRESS REPORT · Love Where You Live
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Hosted 2017 CIAA Football Championship in Salem and Cross Country Championship in Roanoke County
MEETING PLANNERS
& ATHLETES
LOVE VIRGINIA’S BLUE RIDGE
4
Hosted Rendezvous South, including 29 National Meeting Planners
MEETINGS & SPORTS
2017 SALES RESULTS 2017 was a RECORD year of hosting meeting and sports planners = Booked Business
MEETINGS & SPORTS SALES BOOKINGS IN 2017
Leads & Bookings Production
59
BOOKINGS
89
127
0
fro to 2016
2017
195 50
100
2016
incrme2015
38
LEADS
2015
43% ase
150
206
200
250
Hosted Harley Owners Group Rally June 7-10, 2017
Celebrated the 25th year of the Stagg Bowl Carey Harveycutter and John Shaner presented with Game Changers Award
Hosted 2017 CIAA Football Conference Championship Hosted 2017 USTA – Mid-Atlantic Mixed 18 Virginia Regional League Championship Sports Council at VBR Sports Launch
VisitVBR.com · 2017 PROGRESS REPORT · Love Where You Live
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Grants awarded to Virginia’s Blue Ridge Awarded $50,000 Virginia Tourism Corporation Marketing Leverage Grant to implement the “Story Telling in Virginia’s Blue Ridge” program and $10,000 for the VTC CRUSH Friday Grant. This grant highlighted the following: Virginia’s Blue Ridge has identified three themed vacation ideas to entice the Crush Friday visitor: The first theme is outdoor recreation, Hit the Trails - It’s a Blue Ridge Friday campaign, targeting workers to get out and explore our amazing hiking, biking and/or paddling opportunities. The second theme focuses on the region’s craft brewery scene, Cheers to a Blue Ridge Friday campaign. This campaign builds on the current popularity of local craft beer and how it continues to attract a diverse audience. The third campaign, Family Fun on a Blue Ridge Friday, casts a wider net in getting the whole family out on an extended weekend.
VISITORS
LOVE VIRGINIA’S BLUE RIDGE
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VBR Sports Site Launched
MARKETING
CONSUMER
DATABASE:
22% ase
incre m fro 2016
180,263
UNIQUE VISITORS TO
VisitVBR.com:
1,311,864 1,806,381
visits to the website
3,289,885 page views
60%
VIEWED THE WEBSITE ON A MOBILE DEVICE
31%
WEB/MOBILE SITE VISITS:
+
1,311,864 19,325
website & mobile unique visitors inquiries
1,331,189 TOTAL
CALCULATED VISITS & IMPACT:
x
1,331,189 .47
x
625,658 $694
% of inquirers who visited
(source: Texas A&M Conversion Study)
2.2 party size X 2.4 days X $131.43 spending (source: Texas A&M Conversion Study)
IMPACT $434,207,228 ESTIMATED IN DIRECT SPENDING
9%
VIEWED THE WEBSITE ON A DESKTOP COMPUTER
VIEWED THE WEBSITE ON A TABLET
WEBSITE GROWTH BY YEAR 1,400,000 1,311,864 1,164,928
1,050,000 700,000 587,214 350,000 0
394,768
2014
2015
2016 2017
AVERAGE OF
3,594
UNIQUE VISITORS PER DAY
VisitVBR.com · 2017 PROGRESS REPORT · Love Where You Live
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MARKETING
RISE & SHINE
in Virginia’s Blue Ridge.
Discover the many ways to fill your days with fun and adventure in Virginia’s Blue Ridge. Enjoy mountain biking on the renowned trails at Carvins Cove, hiking on the famous Appalachian Trail and water sports on the region’s rivers and lakes. When you arrive in downtown Roanoke on Amtrak, you’ll be in walking distance of great dining, shopping and cultural attractions.
PLAN YOUR BLUE RIDGE DAY AT
VisitVBR.com #BlueRidgeDay 800.635.5535
NEXT STOP, ROANOKE Amtrak now serves Roanoke, in the heart of Virginia’s Blue Ridge. Arrive in downtown and discover all the region has to offer. Book online, download the mobile app or call 1-800-USA-RAIL. Book 14 days in advance and save up to 25% off.
Virginia.Amtrak.com | #Takethetrain
Amtrak Partnership
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VisitVBR.com
MARKETING
Getting SOCIAL with Virginia’s Blue Ridge: OVER
135,965
SOCIAL MEDIA FOLLOWERS
111,190 followers
17,763 followers
4,349 followers
1,061 followers
880 followers
722 followers
NEW STORIES: INSTAGRAM
60,152 VIEWS
MAKING AN IMPACT WITH
ONLINE CONTENT The blog has provided us the opportunity to connect with potential visitors by creating specific, targeted content that will pique their interest in Virginia’s Blue Ridge. Sample itineraries, “Best of” lists, event previews, and features about new businesses showcase unique experiences while helping Visit Virginia’s Blue Ridge stand out from the cluttered digital media space. It’s helped the Visit VBR website take the next step of growing from an online travel directory to a dynamic resource with all kinds of information about the exciting things happening in the region.
TOP 10 BLOG POSTS
RESULTED IN NEARLY
260,000 PAGE VIEWS
TOP 3 BLOG POSTS FOR 2017: 2017 Fall Color Schedule Railroad History Itinerary 48 Hour Weekend Getaway Itinerary
2017 PROGRESS REPORT · Love Where You Live
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Artisan Media Tour in Franklin County
TRAVEL WRITERS
LOVE VIRGINIA’S BLUE RIDGE
10 Greenway Ride with Travel Writers
VisitVBR.com
PUBLIC RELATION S
MEDIA/PR RESULTS: 75
number of travel writers hosted
from around the world, including Georgia, Colorado, Texas, New York, Arizona, California, Canada, Germany and more
590,310,011
media coverage circulation
$2,122,104
total advertising equivalency
Shop Roanoke AAA Go Magazine
Circulation: 1,200,000 Value: $29,800
114
articles produced
26 Under-the-Radar Southern Cities for Girlfriend Getaways
e
’s Blue Ridg Roanoke and Virginia Delta Sky
,000 000 Value: $516 Circulation: 5,400,
Value: $153,600
Train fans find history preserved in old railroad hub Value: $69,417
Ultimate East Coast Fall Foliage Guide CBS Local
Circulation: 400,781,966 Value: $33 3,985
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Salem Half Marathon
OUR COMMUNITY
LOVES VIRGINIA’S BLUE RIDGE
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Roanoke Star Soccer Club Logo Updated to Adopt VBR Brand
B U I L D I N G B R A N D AWA R E N E S S & E M B R A C I N G V I R G I N I A’ S B L U E R I D G E Branding the region as Virginia’s Blue Ridge portrays this area as a metro-mountain destination. Adapting the brand the way these groups have incorporated into their name encompasses the region as a whole. As more businesses and professionals embrace the brand, the more we will succeed together.
Virginia’s Blue Ridge Water Tower 1st Annual Go Cross – Cyclocross at Fallon Park
October 1, 2017
Roanoke-Blacksburg Regional Airport embraces Virginia’s Blue Ridge
Racers at Creature from Carvins Cove
VisitVBR.com · 2017 PROGRESS REPORT · Love Where You Live
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PARTNER ENGAGEMENT
NUMBER OF
MEMBERS/PARTNERS
1,395
IN 2017:
10% ase
incrme2016 fro to 2017
Partnership with VWCC:
Virginia Western Community College Hospitality Training
Working collaboratively to develop a training program for Virginia’s Blue Ridge hospitality industry employees. This program is an effort to significantly improve customer service and increase awareness of visitor offerings in Virginia’s Blue Ridge region.
Extranet 4.0 Launch and Training: Partners can login to Extranet 4.0 and customize their content on VisitVBR.com
Extranet Training Session
32ND ANNUAL MEETING
Tourism Ambassador Award – Leonard Wheeler
Golden Star Award – Roanoke County: Doug Blount & Dan O’Donnell
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Visit VBR Past Chairs’ Tourism Excellence Award – Chris Morrill
VisitVBR.com · 2017 PROGRESS REPORT · Love Where You Live
BIKES: Enhanced Mountain Bike Trails
BEER: Botetourt County Administrator Gary Larrowe, Governor Terry McAuliffe, other state officials and Ballast Point team tap the first keg of Ballast Point’s East Coast beer. Photo courtesy of Gary Larrowe.
BRAINS: An opportunity to host more healthcare meetings in VBR, including the International Association of Medical Science Educators – June 2019 Scenes from the groundbreaking ceremony for the new Virginia Tech Carilion Biomedical Research Expansion. Speakers included Virginia Tech Carilion Research Institute Executive Director Michael Friedlander, Virginia Tech President Tim Sands, Roanoke Mayor Sherman Lea, Carilion Clinic Chief Medical Officer Patrice Weiss, Carilion CEO Nancy Howell Agee, and Virginia Governor Terry McAuliffe.
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Board of Directors W. Lee Wilhelm, III
Shirley B. Holland
John Carlin
Doug Blount
McNeil Roofing, Inc. Chair
Barton J. Wilner
Carilion Clinic Secretary
WSLS-TV 10 Vice Chair
Entre Computer Center Past Chair
Roanoke County Parks, Recreation & Tourism Treasurer
Dave Andersen
Thomas C. Gates
Bhanu Patel
Ssunny Shah
Gretchen Beedle
Michael Hamlar
Shaleen Powell
John Shaner
Hamlar-Curtis Funeral Home
Roanoke Cultural Endowment
City of Salem Parks & Recreation
Kenneth Lanford
Charles A. Price, Jr.
Susan E. Short, Ph.D.
Dominion Lodging
County of Roanoke
The Conner Group
Kevin Boggess City of Salem
Lanford Brothers Company, Inc.
Jeremy Carroll
Glenn, Feldmann, Darby & Goodlatte (1/1/17 – 6/30/17)
Meg Carter
Pete Larkin
Office of Congressman Robert W. Goodlatte (VA-6)
Gary Larrowe
Freelance Writer
County of Botetourt
Robert Cowell
Mark S. Lucas
City of Roanoke
Lucas Therapies, PC
Renee “Butch” Craft
Christopher P. Morrill City of Roanoke (1/1/17 – 4/30/17)
The Roanoker Restaurant
La Quinta Inn – Roanoke Salem
Baymont Inn & Suites Salem
Virginia Tech
Harrison Museum of African American Culture (1/1/17 – 6/30/17)
Sherman M. Stovall
James Rivercomb, Jr.
Roanoke Mountain Adventures
Brent Robertson
City of Roanoke (5/1/17 – 8/31/17)
Lucas Thornton
Hist:Re Partners, LLC
County of Franklin
Joyce Waugh
Douglas B. Robison
Wasena City Tap Room and Grill (1/1/17 – 6/30/17)
Roanoke Regional Chamber
Leonard Wheeler
Wheeler Broadcasting
Staff ADMINISTRATION Landon C. Howard President
MARKETING & COMMUNICATIONS
PUBLIC AFFAIRS & DESTINATION DEVELOPMENT / VISITOR SERVICES
Debora Wright
Catherine Fox
Vice President of Marketing & Communications
Heidi R. Mowry
Director of Operations/Assistant to the President
David Aldridge
Digital Marketing Manager
SALES & SERVICES
Taylor Spellman
Public Relations Manager
Alex Michaels
Shannon Keener
Vice President of Sales & Services
Senior Digital Marketing & Events Coordinator
Ashley Hinkle Director of Meetings & Conventions
Bree Nidds Director of Sports Development
Caitlin Schmelz Destination Services Coordinator
Mary Cywinski (Part-Time) Destination Services Coordinator
Marlee Wertz
Marketing Data/CRM Coordinator
Vice President of Public Affairs & Destination Development
Brady Woolwine
Public Affairs & Destination Development Coordinator
Part-Time Visitor Center Staff:*
Jane Smith, Visitor Services Lead Amelia Glaser, Visitor Services Specialist, Level 1
VISITOR SERVICES SPECIALISTS (Part-Time):
Ahondryea Brooks, Weekend Visitor Services Lead Marlene Efkeman Chris Kessler Ray Keys Heidi Miller Renee Reed Wayne Sanburn
Volunteers:
Ann Andrews Joe Cummings
*Note: VBR Visitor Center is operated and staffed seven days a week
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VisitVBR.com · 2017 PROGRESS REPORT · Love Where You Live
Established November 15, 2016
The Foundation is working to support activities that promote the advancement of projects identified in the 2030
ANNUAL REPORT PURPOSE OF THE FOUNDATION:
Destination Vision Plan conducted by Visit Virginia’s Blue Ridge. – W. Lee Wilhelm, III, Foundation President
A. To leverage and develop the Virginia’s Blue Ridge region recreation-related and outdoor assets to encourage healthy, active engagement through recreation and the outdoors. B. To strengthen the community narrative centered on recreation and the outdoors. C. To develop physical amenities and festival and event offerings that enhance quality-of-life for residents and visitors alike. D. To contribute to the economic development of Virginia’s Blue Ridge region. E. To be organized and operated exclusively for purposes described in Section 501(c)(3) of the Internal Revenue Code.
PROJECTS:
VISIT VIRGINIA’S BLUE RIDGE FOUNDATION TRUSTEES: CURRENT TRUSTEES: W. Lee Wilhelm, III McNeil Roofing, Inc. President
Shirley B. Holland Carilion Clinic Secretary
Doug Blount Roanoke Country Parks, Recreation & Tourism Treasurer
Barton J. Wilner Entre Computer Center
Kevin Boggess City of Salem
New restroom installed at Bennett Springs
Robert Cowell City of Roanoke
Community partners worked together to promote the need for a restroom/changing room for Carvins Cove. Contributions from Roanoke City Parks and Recreation, RIMBA, and Visit Virginia’s Blue Ridge Foundation, Avis Construction donated staff time and installation materials. This was another critical part of the criteria for the Ride Center.
Thomas C. Gates County of Roanoke
Gary Larrowe County of Botetourt
Brent Robertson County of Franklin
Ssunny Shah Baymont Inn & Suites Salem
Susan E. Short, Ph. D. Virginia Tech
ADMINISTRATION: Installing new bike fixit stations Eight bike fixit stations are used by mountain bikers to tighten or adjust bolts on their bike as well as add air to their tires. These stations are very important to the bikers given the remote locations and typically rough terrain. Having these repair stations will add critical points toward obtaining silver level ride center status. Carilion Clinic provided the support needed to fund eight repair stations.
Landon C. Howard Virginia’s Blue Ridge President
Having ways to sustain a vital and growing community makes having a
Regional Wayfinding Project
Foundation critical to success.
Tourism is playing an increasingly important role in Virginia’s Blue Ridge and providing a distinctive, attractive regional public sign system is vital to the economic impact success. Designs will be unveiled in 2018.
– Shirley B. Holland, Carilion Clinic
UPPER JAMES RIVER WATER TRAIL as a BEST RIVER TO FLOAT – Travel Channel | Summer 2017
Top U.S. Destination for 2018 – AARP | January 2018
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1 OF
Best Place for Outdoor Singles -
Best of the Blue Ridge
– Blue Ridge Outdoors Magazine | 2017
U.S. Cities That Millennials Can AFFORD – and Actually Want to LIVE In
– The Penny Hoarder | July 2017
REASONS TO
GREAT AMERICAN SMALL CITY TO VISIT in 2018 – TripAdvisor
LOVE WHERE YOU LIVE
One of the 20 Best Mountain Towns in America – Men’s Journal | May 2017
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1 OF
One of the 20 Greenest Cities in the Nation – Expedia Viewfinder | April 2017
7
TH TIME
– National Civic League
Great SCENIC Places to Retire – Forbes | November 2017
2018 Favorite Destination – Expedia
VISIT VIRGINIA’S BLUE RIDGE 101 Shenandoah Ave. NE – Roanoke, VA 24016-2044 – 540.342.6025
VISITVBR.COM