2 0 1 8
VISIT VIRGINIA’S BLUE RIDGE
PROGRESS
REPORT
MESSAGE FROM THE CHAIR & PRESIDENT Visit Virginia’s Blue Ridge is committed to providing our governmental partners with the maximum return on their investment W. Lee Wilhelm, III Chair
while supporting the travel and tourism industry in our region. Through collaborative efforts with over 1,400 industry partners, we are experiencing record growth across
Landon C. Howard President
the board. The 2018
Progress Report highlights ongoing strategic projects, such as the development of VBR Sports, the designation of a Silver-Level Ride Center and initiatives such as the Destination Vision Plan. In the coming year, we will continue to evolve as a top metro-mountain vacation destination, elevating the travel and tourism industry in Virginia’s Blue Ridge to even greater heights.
Biking at Explore Park
SMITH MOUNTAIN LAKE
TOURISM IS ECONOMIC DEVELOPMENT’S FIRST DATE WHY IS TOURISM IMPORTANT TO THE VIRGINIA’S BLUE RIDGE ECONOMY? · Tourism offers the first impression for visitors and potential new businesses. · Tourism is an important contributor to the local economy generating $850 million in direct Travel Expenditures. · Tourism-supported jobs totaled 7,945, including a payroll of $176 million while local and state tourism-related taxes derived from activity in VBR were $62.5 million. (Source: US Travel Association) · Tourism fosters community pride. More than ever, our citizens are proud to live in Virginia’s Blue Ridge. · Tourism growth continues to generate a significant economic impact for our region and enhances the quality of life for the citizens. · Tourism supports the places that make living in the region wonderful. · Visitor spending supports local businesses including lodging, restaurants, retail, breweries and attractions. · Tourism is an integral part of the regional economy, and the industry continues to make significant contributions to economic growth, generating business sales, employment, and tax revenues.
Build a place whe re E WANT TO L P O PE
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en, yo
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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 e PEO
VIS IT
The ere PE n, you b uild a place wh OP LE W ANT TO
WOR
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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.
VisitVBR.com · 2018 PROGRESS REPORT
1
Virginia’s Blue Ridge Tourism Industry Generated
$850
MILLION
IN DIRECT TRAVEL EXPENDITURES*
$62.5
MILLION
in STATE & LOCAL TAXES* employs nearly
Dinin g at M ac & Bob’s
7,945*
*Source: Virginia Tourism Corporation
OVERALL
RESULTS
un Hike Roaring R
2
f Art – Museum o n a m b u a T
of Kyra courtesy
Schmidt
phy
Photogra
ark lmwood P E t a g n ti Ice Ska
OVERALL RESULTS
2018 MARKED THE 9TH CONSECUTIVE YEAR OF GROWTH Every day the team at Visit Virginia’s Blue Ridge works with our partners to grow the regional tourism industry. Our success is tied to the economic vitality of the region, fostering new businesses of all kinds – including new hotels that generate additional visitors, jobs, and millions of dollars of local and state taxes.
1,350,000
HOTEL ROOM DEMAND
1,319,457
1,300,000
1,250,000
8.9% ase
1,200,000
incre r ove 2017
1,150,000
1,100,000
1,050,000
1,000,000 ROOMS SOLD 950,000 2010 2011 2012 2013 2014 2015 2016 2017 2018 Source: STR, Inc.
HOTEL ROOM REVENUE
$112,728,599
117,000,000
110,000,000
103,000,000
7.9% ase
incre r ove 2017
96,000,000
89,000,000
82,000,000 ROOM REVENUE 75,000,000 2010 2011 2012 2013 2014 2015 2016 2017 2018 Source: STR, Inc.
VisitVBR.com · 2018 PROGRESS REPORT
3
David Wiens, Executive Director of International Mountain Bicycling Association (IMBA), announces the region as a Silver-Level Ride Center, the only center at this level east of the Mississippi River.
STAKING YOUR
CLAIM What happens when you market the place you do business more than the business you do.
Annual Meeting with Keyn ote Speaker Andrew Davis , Author of Town Inc.
4
Becoming America’s East Coast Mountain Biking Capital didn’t just happen overnight. It required a lot of hard work from the locals who created this culture and the multitude of services and amenities that support this culture. We are so incredibly attractive as a mountain biking destination that IMBA’s evaluators rated VBR with a perfect score on services available to mountain bikers and an almost perfect score on the amenities offered in the region. This is truly outstanding and gives credit to all of the hard work put in by so many. – Lee Wilhelm
Cheers to Virginia’s Blue Ridge, America’s East Coast Mountain Biking Capital
VIRGINIA’S BLUE RIDGE STAKES OUR CLAIM! On May 17, 2018 at the Visit Virginia’s Blue Ridge Annual Meeting, it was announced that Virginia’s Blue Ridge became designated a Silver-Level Ride Center by the IMBA (International Mountain Bicycling Association). Note – There are 39 total IMBA Ride Centers, 15 Silver-Level Rider Centers in the world.
WHAT IT MEANS TO BE A SILVER-LEVEL RIDE CENTER: · Virginia’s Blue Ridge is a progressive trail community that values mountain biking · Offers a variety of mountain biking experiences for locals and visitors, with robust local accommodations for visiting mountain bikers · Offers extensive trail networks for mountain bikers of every skill level
WHAT THIS MEANS FOR VIRGINIA’S BLUE RIDGE: · Economic Impact benefits! · Puts VBR on the map with some of the greatest mountain biking destinations in the world. · Attracts enthusiasts of all levels to experience our Metro-Mountain Adventure through the variety of trails and destination amenities. · While Mountain Biking is a main attraction, ALL attractions are part of the mix for planning a vacation to VBR.
BIKING/ CYCLING Outdoor Recreation ARTS & Culture, Festivals, HISTORY,Shopping
Craft Food & BEVERAGE
Accommodations
VisitVBR.com · 2018 PROGRESS REPORT
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CIAA Volley ball C hamp ionsh ip
VBR S tar, fo rmerl y Roa noke Star
Panel announces creation of VBR Sports – January 2018
Botetourt County
Roanoke County
6
VBR SPORTS WAS LAUNCHED IN 2018 AS A NEW REGIONAL INITIATIVE TO CAPTURE MORE SPORTS TOURISM MISSION STATEMENT: The mission of VBR Sports is to enhance the quality of life and
VBR SPORTS
ACTUALIZED BOOKINGS
96
100 80
74
economy of Virginia’s Blue Ridge by being the leader in promoting and hosting youth, amateur, collegiate and professional sporting events.
60
250e% ase
incrr 2016
40
ove
27
20 2016
2017
2018
n Peters and Vice Chair Jaso er ok Ho a th ar M r ai Roanoke County Ch ribbon at Mayflower Hills Disc Golf e th ng tti cu
lem USA Softball in Sa
Salem Mayor Randy Foley, CIAA Commissioner Jacqie McWilliams and Roanoke Mayor Sherman Lea welcome the CIAA to Virginia’s Blue Ridge
VisitVBR.com · 2018 PROGRESS REPORT
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VTC Influencers preparing for a float with Twin River Outfitters
Outdoor Blogger Summit Panel
PUBLIC
RELATIONS visiting Black @otis_unleashed
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Dog Salvage
Outdoor Blogger Summit – October 2018
tdoor Media Tour Booker T. Washington Ou Point – June 2018 VTC Influencers at Ballast
THE WORLD IS HEARING ABOUT VIRGINIA’S BLUE RIDGE MEDIA/PR RESULTS: 240
number of writers
Visit VBR hosted 158 writers in market with an 82 additional writers and digital influencers at various shows and deskside appointments.
696,974,997
media coverage circulation
$1,775,920
total advertising equivalency
314
articles produced
OUTDOOR BLOGGER SUMMIT
#TRAILSETTER · #2018OBS Visit Virginia’s Blue Ridge hosted over 100 bloggers, influencers and outdoor brands during the Outdoor Blogger Summit in October 2018.
VisitVBR.com · 2018 PROGRESS REPORT
9
GETTING SOCIAL WITH VIRGINIA’S BLUE RIDGE OVER
155,650
SOCIAL MEDIA FOLLOWERS
124,728 followers
22,760 followers
4,996 followers
1,031 followers
1,138 followers
997 followers
SOCIAL MEDIA &
MARKETING VBR CHEERS TRAIL PASSPORT PROGRAM The Virginia’s Blue Ridge Cheers Trail is a celebration of our local craft beverages and a fun way for locals and visitors to discover the unique flavors of the region.
VIDEO
ENGAGEMENT:
211,159 23,500 = TOTAL MINUTES WATCHED 234,659 (OVER 3,910 HOURS) MINUTES WATCHED
MINUTES WATCHED
10
TOP 10 BLOG POSTS
RESULTED IN NEARLY
260,000 PAGE VIEWS
TOP 3 BLOG POSTS FOR 2018: 2018 Fall Color Schedule Visit the 7 Natural Wonders 10 Epic Mountain Bike Trails
SOCIAL MEDIA & MARKETING
AVERAGE OF
9.36ea% se
3,975
incr m fro 2017
UNIQUE VISITORS PER DAY
UNIQUE VISITORS TO
VisitVBR.com:
1,450,965 2,030,493
visits to the website
3,643,859 page views
60%
31%
VIEWED THE WEBSITE ON A MOBILE DEVICE
CALCULATED WEB/MOBILE SITE VISITS & IMPACT:
x
1,459,403 .47
x
685,919 $694
9%
VIEWED THE WEBSITE ON A DESKTOP COMPUTER
VIEWED THE WEBSITE ON A TABLET
WEBSITE GROWTH BY YEAR 1,450,000
% of inquirers who visited
(source: Texas A&M Conversion Study)
1,450,965
1,400,000 1,311,864 1,164,928
1,050,000
2.2 party size X 2.4 days X $131.43 spending (source: Texas A&M Conversion Study)
IMPACT $476,028,070 ESTIMATED IN DIRECT SPENDING
700,000 587,214 350,000 0
2015
VisitVBR.com · 2018 PROGRESS REPORT
2016
2017 2018
11
VBR MEETINGS BOOKINGS MORE THAN EVER BEFORE! 85
actual groups booked
18,905
room nights requested
111
leads
CONNECT DC
MEETINGS
& SALES 6–8 ke March o n a o R l t Hote vention a how n o C ) n o S Trades iati IT c C o s E s A A S s V Held vention ng & Con ti e e M n ristia rs MCA (Ch R Partne C B e V th h d it te w o Hos VSAE Exp
MEETINGS HELD IN VIRGINIA’S BLUE RIDGE:
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Valkyrie Riders Club Annual Event
Children’s Engineering Convention
Airport Rountable Series
Southeast Travel Counselors Alliance
RoadRUNNER Magazine Conference
CMCA
PARTNER ENGAGEMENT
MORE VBR PARTNERS AND REGIONAL ENGAGEMENT THAN EVER BEFORE! Hospitality Training Workshops with VWCC: 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.
NUMBER OF
MEMBERS/PARTNERS
1,415
IN 2018:
Airport Hospitality Training
Partner Meeting in Botetourt
PARTNERSHIP
ENGAGEMENT
& ANNUAL MEETING
Tourism Ambassador Award presented to Kristine McCormick
Golden Star Award presented to Mayor Sherman Lea
ANNUAL MEETING
Visit VBR Past Chairs’ Tourism Excellence Award presented to Barton J. Wilner
VisitVBR.com
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DESTINATION VISION PLAN (DVP) – PLANNED REGIONAL TOURISM GROWTH THAT DOES NOT HAPPEN BY CHANCE Visit VBR is continuing to work on the DVP goals and objectives that will serve as a long-term road map for tourism in the region. For example – Development of attractions or facilities needed to become a top destination for leisure outings, sporting events or meetings, ultimately taking tourism to the next level.
ISHED JECTS ESTABL O R P P V D G N I ONGO
IN 2018:
DESTINATION
VISION PLAN
rk Camping Explore Pa n y Expansio a w e lu B d n Greenway a
Eight arts and cultural attractions in the City of Roanoke offer a discounted joint pass called the Star City Pass. The pass allows for one visit to each attraction and offers a 31% discount versus individual ticket prices. The Star City Pass is a unique package opportunity to showcase Roanoke and the region. The ability to explore these attractions at a discounted rate will potentially lure visitors to the region and encourage them to stay longer. – Landon Howard
Regional Wayfinding
VBR Sports Launched Enhanced Transportation: Airport and Amtrak
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Silver-Level Ride Center
Comprehensive Calendar of Events
VBR Cheers Trail
Hospitality Training
Sports Facilities Study
Board of Directors W. Lee Wilhelm, III
Doug Blount
McNeil Roofing, Inc. Chair
Roanoke County Parks, Recreation & Tourism Treasurer
Shirley B. Holland
Barton J. Wilner
Carilion Clinic Secretary
Dave Andersen
Dominion Lodging
Gretchen Beedle
The Conner Group
John Carlin
WSLS-TV 10
Meg Carter Freelance Writer
Bob Cowell City of Roanoke
Renee “Butch” Craft
The Roanoker Restaurant
Entre Computer Center Past Chair
Michael Hamlar
Shaleen Powell
Hamlar-Curtis Funeral Home
Roanoke Cultural Endowment
Hist:Re Partners, LLC
Kenneth Lanford
James Revercomb, Jr.
David B. Trinkle, M.D.
Pete Larkin
Ssunny Shah
Lanford Brothers Company, Inc. Office of Congressman Robert W. Goodlatte (VA-6)
Gary Larrowe
County of Botetourt
Mark S. Lucas
Lucas Therapies, PC
Daniel R. O’Donnell County of Roanoke
Lucas Thornton
Roanoke Mountain Adventures Baymont Inn & Suites Salem
John Shaner
City of Salem Parks & Recreation
Susan E. Short, Ph.D.
Virginia Tech Carilion School of Medicine
Joyce Waugh
Roanoke Regional Chamber
Leonard Wheeler
Wheeler Broadcasting
Christopher L. Whitlow
Virginia Tech
Franklin County
James E. Taliaferro, III City of Salem
Staff ADMINISTRATION Landon C. Howard President
Heidi R. Mowry
Director of Operations/Assistant to the President
MARKETING & COMMUNICATIONS
PUBLIC AFFAIRS & DESTINATION DEVELOPMENT / VISITOR SERVICES
Debora Wright
Catherine Fox
Vice President of Marketing & Communications
David Aldridge
Digital Marketing Manager
SALES & SERVICES Ray Ezelle
Vice President of Sales & Services
Ashley Hinkle Director of Meetings & Conventions
Bree Nidds
Taylor Spellman
Public Relations Manager
Shannon Keener
Senior Digital Marketing & Events Coordinator
Marlee Richardson
Marketing Data/CRM Coordinator
Director of Sports Development
Vice President of Public Affairs & Destination Development
Brady Woolwine
Public Affairs & Destination Development Coordinator
Holly Marden
Events Coordinator
Visitor Information Center Part-Time Staff:*
Jane Smith, Visitor Services Lead Amelia Glaser, Visitor Services Specialist, Level 1
VISITOR SERVICES SPECIALISTS (Part-Time):
Caitlin Schmelz
Destination Services Coordinator
Mary Cywinski Destination Services Coordinator
Ahondryea Brooks, Weekend Visitor Services Lead Marlene Efkeman Chris Kessler Ray Keys Heidi Miller Patty Quilter Renee Reed Wayne Sanburn
*Note: VBR Visitor Center is operated and staffed seven days a week
VisitVBR.com · 2018 PROGRESS REPORT
15
SUPPORTING GOALS AND OBJECTIVES IDENTIFIED IN THE 2030 DESTINATION VISION PLAN ANNUAL REPORT
N:
FOUNDATIO E H T Y B D E T R O P P U PROJECTS S
REGIONAL WAYFINDING 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.
Salem Golf Course Salem Museum
Carvins Cove Roanoke County
P
Roanoke College City of Salem
Every session of the vision plan mentioned the need for better signage for Virginia’s Blue Ridge. This initiative is underway with Downtown Roanoke Inc., the Foundation for Downtown Roanoke and VBR governmental partners. Branding the region’s wayfinding signage will provide visitor’s a better way to navigate the area.
Fincastle Historic District AMTRAK Station
Ballast Point Brewery Botetourt County
Link & History Museums City of Roanoke
VDIR.5 Vehicular Directional (6” Message - over 25MPH)
VDIR.3 Salem Vehicular Directional (4” Message - 25MPH or less)
VDIR.4 Vehicular Directional (6” Message - over 25MPH)
Established November 15, 2016
PURPOSE OF THE FOUNDATION: A. To leverage and develop the Virginia’s Blue Ridge region’s recreation-related and outdoor assets to encourage healthy, active engagement through recreation and the outdoors.
The Foundation is working to support
B. To strengthen the community narrative centered on recreation and the outdoors.
of projects identified in the 2030
C. To develop physical amenities as well as festivals and event offerings that enhance quality-of-life for residents and visitors alike.
Destination Vision Plan conducted by
D. To contribute to the economic development of the Virginia’s Blue Ridge region.
– W. Lee Wilhelm, III, Foundation President
SCULPTURE Artist – Jim Collins Hill Climb, 2016 (Aluminum) Donated to the City of Roanoke by Visit Virginia’s Blue Ridge Foundation in acknowledgement as America’s East Coast Mountain Biking Capital an IMBA Silver-Level Ridge Center.
activities that promote the advancement
Visit Virginia’s Blue Ridge.
VISIT VIRGINIA’S BLUE RIDGE FOUNDATION TRUSTEES: W. Lee Wilhelm, III McNeil Roofing, Inc. President
Shirley B. Holland Carilion Clinic Secretary
Doug Blount Roanoke County Parks, Recreation & Tourism Treasurer
Barton J. Wilner Entre Computer Center
Bob Cowell City of Roanoke
Gary Larrowe County of Botetourt
Daniel R. O’Donnell County of Roanoke
Ssunny Shah Baymont Inn & Suites Salem
Susan E. Short, Ph. D. Virginia Tech
James E. Taliaferro, III City of Salem
Christopher L. Whitlow Franklin County
ADMINISTRATION: Landon C. Howard Visit Virginia’s Blue Ridge President
Having ways to sustain a vital and growing community makes having a Foundation critical to success. – Shirley B. Holland, Carilion Clinic
Runner up for
BEST REVITALIZED DOWNTOWN
Roanoke makes the list of
The 7 Most Epic, Secret Mountain Bike Trails in America
– Best of the Mountains, Blue Ridge Country Magazine | April 2018
– Men’s Journal | September 2018
ROANOKE NAMED A
BEST U.S. MOUNTAIN BIKE TOWN with the Lowest Cost of Living
FEATURED TRAIL TOWN
– American Trail Running Association | March 2018
– Singletracks | March 2018
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1 OF
MOST BEAUTIFUL East Coast Destinations
Top U.S. Destination for 2018 – AARP | January 2018
– Vacation Idea | April 2018
Runner up for
TOWN ON MY BUCKET LIST
Smith Mountain Lake named a
– Best of the Mountains, Blue Ridge Country Magazine | April 2018
Best Fishing Lake or River – Best of the Mountains by Blue Ridge Country Magazine | April 2018
2018 Favorite Destination – Expedia
ONE OF THE “TOP 6 SECRET MOUNTAIN BIKE DESTINATIONS IN THE U.S. – Bicycling Magazine | July 2018
VISIT VIRGINIA’S BLUE RIDGE 101 Shenandoah Ave. NE – Roanoke, VA 24016-2044 – 540.342.6025
VISITVBR.COM