Partnering for SUCCESS
Roanoke Valley Convention & Visitors Bureau
2014 PROGRESS REPORT
Partnering for SUCCESS
Partnering for SUCCESS
Contents
Leadership Viewpoint Dear Tourism Stakeholders,
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“Partnering for Success” was our theme in 2014! With the combined investment from our five local
Board of Directors, Staff
governments (Cities of Roanoke and Salem and
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Counties of Roanoke, Botetourt and Franklin) and support from over 850 private businesses,
Visitor Impacts, Lodging Tax Revenue, Hotel Room Demand
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Virginia’s Blue Ridge (VBR) region got noticed. The investment generated RECORD rooms sold
W. Lee Wilhelm, III Chair
Public Relations
more rooms over 2013. Comparing calendar year lodging tax collections, VBR governments collected
Destination Marketing, Blue Ridge Standard Time
$6,631,831 during 2014, or an increase of 8% over 2013. Tourism is BIG business and an economic
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Partnership Services
7
Visitor Services & Hospitality Training
8
Convention & Sports Sales
9
Looking Toward a Bright Future
Research, VBR sold 1,110,834 hotel rooms in 2014 increasing Room Demand by 2.3% or 25,104
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Destination Marketing, eNewsletter & Social Media
and lodging tax revenue. According to Smith Travel
driver for the region. Another great example of “Partnering for Success”
Landon C. Howard President
was the launch of a major advertising campaign. Unlike any other previous year, the Roanoke Valley
Convention & Visitors Bureau brought together well-known partner brands like Kroger, Virginia Tech, Texas Tavern and Black Dog Salvage to extend our advertising dollars from $400,000 to an advertising value over $20 million. As VBR’s official destination marketing organization, we are committed to growing our tourism economy, delivering more visitors, more economic impact, more jobs and more recognition of the great benefits our industry contributes. We look forward to working with you, our investors and partners, in ensuring the success of Virginia’s Blue Ridge. Warm Regards,
W. Lee Wilhelm, III Chair
Landon C. Howard President
MISSION The mission of the Roanoke Valley Convention & Visitors Bureau (RVCVB) is to promote Virginia’s Blue Ridge as a unique destination, with an outstanding quality of life, for leisure tourism, meetings, sporting events, recreation and business, and to facilitate the financial and cultural growth of the community as an exceptional place to live, work, and recreate.
www.VisitVaBlueRidge.com
Partnering for SUCCESS
Board of Directors W. Lee Wilhelm, III
Shirley B. Holland
Jeffrey A. Marks
R. Carey Harveycutter, Jr.
Dave Andersen
Pete Larkin
Charles A. Price, Jr.
Mary Beth Layman
Charles L. Robbins, III
McNeil Roofing, Inc. Chair
WDBJ Television, Inc. Vice Chair
Dominion Lodging
Doug Blount
Roanoke County Parks, Recreation & Tourism
Jeremy Carroll
Carilion Clinic Secretary
Office of Congressman Robert W. Goodlatte (VA-6) Vinton War Memorial (1/2014 - 6/2014)
Christopher P. Morrill
Richard L. Caywood
Dan O’Donnell
Renee “Butch” Craft
The Roanoker Restaurant
B. Clayton Goodman, III County of Roanoke (1/2014 -7/2014)
Tarah Holland
County of Franklin
Entre Computer Center Past Chair
City of Salem Treasurer
Glenn, Feldmann, Darby & Goodlatte County of Roanoke
Barton J. Wilner
City of Roanoke
County of Roanoke (7/2014 -2/2015)
Bhanu Patel
La Quinta Inn – Roanoke Salem
Dharmendra Patel
Samip Management (1/2014 - 6/2014)
Richard “Pete” Peters
Harrison Museum of African American Culture BB&T (Retired)
Douglas B. Robison
Wildflour Market & Bakery
Ssunny Shah
Baymont Inn & Suites Salem
Susan E. Short, Ph.D. Virginia Tech
James E. Taliaferro, II City of Salem
Gary D. Walton
The Hotel Roanoke & Conference Center
Botetourt County Parks, Recreation & Tourism
Joyce Waugh
ADMINISTRATION
MARKETING
Landon C. Howard
Debora Wright
PUBLIC RELATIONS & VISITOR SERVICES
Kenneth Lanford
Lanford Brothers Company, Inc.
Roanoke Regional Chamber of Commerce
Staff President
Director of Marketing
Catherine Fox
Heidi R. Mowry
Catherine Herlocker
Director of Public Relations & Tourism
SALES
David Aldridge
Part-Time Staff: Visitor Services Leads Holly Marden
Director of Administration
Michael R. Unanue
Vice President of Sales
Kelly D. Burd-Adams
Partnership / Marketing Sales Coordinator e-Marketing Coordinator
Christopher Nicholas
Director of Accounts
CRM / Marketing Coordinator
Erica Musyt
Shannon Keener
National Sales Manager
Vickie Meeks Miller
Marketing Specialist (Part-Time)
Sales & Services Coordinator
Jane Smith Weekend Part-Time Ahondryea Brooks Amelia Glaser Antoinette Hatten Seth Marlow Heidi Miller Velma Thomas
Volunteers:
Melissa Davick
Sales Administrative Specialist
2014 PROGRESS REPORT
Ann Andrews Hugh Brown Elizabeth Callahan Joe Cummings Terry Eastman Marlene Efkeman
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Partnering for SUCCESS
visitor spending in Virginia’s Blue Ridge grew by 3.4%, while spending in Virginia grew 1.2%
Visitor Impacts The RVCVB’s primary objectives are to expand market-size as monitored by two key measures: – Hotel Room Demand, which is the measure of the number of rooms sold in the VBR region. – Lodging Tax Revenue, which are Transient Occupancy Taxes (TOT) paid by visitors while staying in lodging properties in funding jurisdictions or as described in the RVCVB’s Bylaws as “Participating Localities.”
$754.7
7,450 jobs
MILLION spending
$54.4
$150.0
MILLION
MILLION
state & local tax collections
payroll
*Source: Virginia Tourism Corporation – 2013 Economic Impact Numbers
5TH Consecutive Year of RECORD Room Tax Collections Growth!
Lodging Tax Revenue 5.05%
5TH Consecutive Year of Room Demand (Rooms Sold) Growth!
HOTEL Room Demand 1,150,000
1.29%
Rooms Sold 1,100,000
16.15% 1,050,000
61.25% 1,000,000
16.26%
950,000
900,000
Locality
2010
2014 Revenue
2011
2012
2013
2014
ROOMS SOLD
City of Roanoke (8% tax rate). ..................... $4,062,035 City of Salem (8% tax rate) ......................... $1,078,371
2010
2011
2012
2013
2014
975,622
997,490
1,056,484
1,085,730
1,110,834
County of Roanoke (7% tax rate). ................ $1,070,738 County of Botetourt (5% tax rate). ..................$335,043
ROOM REVENUE
County of Franklin (5% tax rate).......................$85,644
2010
Source: Local governments
$75,023,204
$6,631,831
8%
2
2011
2012
2013
2014
$78,391,404
$83,148,287
$85,724,882
$88,155,946
Source: Smith Travel Research
www.VisitVaBlueRidge.com
2.3%
2.8%
Partnering for SUCCESS
The world is hearing all about
Public Relations The Roanoke Valley Convention & Visitors Bureau was selected as one of the
Virginia’s Blue Ridge.
Best Meeting Sites in the South
workin VBR PARg with generatTeNERS da
in the ConventionSouth Magazine
Readers’ Choice Awards / 2014
Top 10 Valentine’s Getaways – World Property Channel / 2014
2r 5 to 1 e
tu n on investrm ent th
at was he WORLDW ard IDE!
Named one of
America’s Best Small Cities on the Rise – Smarter Travel / July 2014 BLUE RIDGE PARKWAY named one of the best scenic drives in the South – USA Today Travel / August 2014
media /pr results:
54 The Roanoke Valley was ranked as one of the
10 Best Bike-Friendly Cities in the United States – USA Today Travel / July 2014
number of journalists hosted
407,575,748
media coverage circulation
$2,594,440
earned media coverage
Virginia’s Blue Ridge engaged national and state leaders
Congressional Forum: Congressmen Morgan Griffith and Bob Goodlatte
Governor Terry McAuliffe and State Senator John Edwards (seated) announcing future Amtrak service to encourage more visitation.
2014 PROGRESS REPORT
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Partnering for SUCCESS
Destination Marketing
partnering pays off:
The RVCVB implemented new comprehensive Blue Ridge Standard Time campaigns, Spring/Summer and Fall, to build the brand and increase the awareness of Virginia’s Blue Ridge. This program built on recent brand research that identified a specific demographic in Virginia and North Carolina, specifically Raleigh-Durham, Richmond and Hampton Roads areas. It was accomplished through increased governmental funding as well as corporate sponsorships with Kroger, Virginia Tech and industry partners. The campaign focused on the first ever Cable TV, online marketing initiatives and electronic kiosks in 55 Kroger stores. The RVCVB was able to strategically position Virginia’s Blue Ridge in our key markets that produce record numbers of visitors.
2014 marketing campaign
advertising with VT & KROGER:
(may - october)
63,000,000 332,157 13,108 $20,820,411 From 2,801 to
34,776
The 2014 ad campaign received numerous awards, including six Summit Awards from the Public Relations Society of America shown here with Tony Pearman, Access Advertising, Lee Wilhelm, RVCVB Chair; Debora Wright, Director of Marketing; David Mikula, Mikula-Harris Advertising and Landon Howard, RVCVB President.
impressions
unique website & mobile visitors contest entries
Advertising added value
(kroger & vA Tech)
53:1h matcr $
Online Advertising
on ou
Contest Prize: 611 Custom Texas Tavern Bikes Kroger Bag Stuffer Digital Kiosk in Kroger Stores
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www.VisitVaBlueRidge.com
Partnering for SUCCESS
2014 website & mobile site unique visitors
+
522,562 45,773 568,335
x
568,335 .47
x
267,117 $694
$185,379,198
website & mobile site unique visitors inquiries
TOTAL
% 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)
estimated impact in direct spending
eNewsletter & Social Media consumer database: 71,008
facebook: 40,403 likes
Daily engagement with visitors through social media. Visit Virginia’s Blue Ridge | facebook.com/RoanokeValley @visitvbr | twitter.com/visitvbr Hashtag: #BlueRidgeDay @visitvbr | instagram.com/visitvbr Virginia’s Blue Ridge | pinterest.com/vablueridge Virginia’s Blue Ridge | plus.google.com/+Visitvablueridge/posts Roanoke Valley Convention & Visitors Bureau | linkedin.com/company/roanoke-valley-convention-and-visitors-bureau Virginia’s Blue Ridge | youtube.com/channel/UCFU_Du1m5pDhAsu65POaKbw
2014 PROGRESS REPORT
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Partnering for SUCCESS
partners. With a continuously growing partnership, the RVCVB continues to conduct monthly Partner Extranet training we have trained over 325
partners which is over 37% of our total partnership.
in
s
sessions to enable our partners to enhance their presence on our web and mobile sites. Since implementation of the program
e increas 10
- Since implementation of the free partnership program in 2013, partnership has grown by over 71% and includes 868
fo ur l
d
Partnership Growth Allows For Enhanced Opportunities
fo
Partnership Services
ce 20
- In 2014, the RVCVB began promotion of a new “Weddings” section on our website. The new pages highlight over 200
partners in categories including spas and salons, music, catering companies, photographers, florists and other event related services. The RVCVB launched a new booking engine on the website utilizing aRes Travel Inc. The advanced online purchasing system now allows our consumer to purchase an entire business trip or vacation, including attraction tickets, hotel rooms, transportation, and destination packages, all without leaving the VisitVaBlueRidge.com website. This enhancement to our website contributed to $47,776 in attraction ticket and hotel room sales. In addition, the RVCVB’s website launched online advertising through the Destination Travel Network providing enhanced opportunities to our partners through banner ads, priority listings, and page sponsorships.
Many thanks to our partners for providing $86,758.04 of in-kind goods and services during 2014. This amount leverages our capabilities to make a greater impact for our key programs.
INFORMATION BROKER MACRO-ECONOMY Potential Customers
Virginia’s Blue Ridge Tourism Industry
Consumers Travel Agents Tour Operators
Attractions
Roanoke Valley Convention & Visitors Bureau
Meeting Planners
Restaurants Hotels Rental Cars Retail
The Roanoke Valley Convention & Visitors Bureau (RVCVB) serves as an information broker for Virginia’s Blue Ridge (VBR) macro tourism economy representing and working with over 850 partners including the Cities of Roanoke and Salem and Counties of Botetourt, Franklin, and Roanoke.
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www.VisitVaBlueRidge.com
Partnering for SUCCESS
Visitor Services & Hospitality Training Our purpose is to encourage overnight visitation, extend the average stay, and increase visitor spending by providing relevant visitor information about Virginia’s Blue Ridge.
How do we do it? - Distribute Visitor Guides, The Menu, maps and local brochures to visitors and groups visiting the area. - Strive to provide the most relevant regional events calendar for visitors - Partner with Community Events – St. Patrick’s Day Parade participant, Star City Half Marathon water station, open Visitor Center to welcome Dashers during the Drumstick Dash. Provide a mobile visitor center at off-site events: Blue Ridge Marathon, Go Outside Festival, Roanoke Wing Fest, Virginia Science Festival - Provide visitor information via Segway Ambassador at key events - Conduct Customer Service Excellence Hospitality Training Workshops - Host a AAA Travel Counselor FAM tour - Staff the Roanoke Valley Visitor Information Center – Open daily 9am-5pm (Sundays 12pm-5pm in Jan/Feb). Conveniently located at the corner of Shenandoah Ave. and Williamson Rd.
Five Customer Service Excellence Hospitality Training workshops were held for 127 attendees, including a special training session provided for Center in the Square volunteers.
Excellent Customer Service Leads to
2014 PROGRESS REPORT
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Partnering for SUCCESS
Convention & Sports Sales Sales Productivity · Leads:
83
conventions & sports hosted ·
31 groups representing 35,000+ participants and provided a direct spending of $11+ million
Local Conventions & Sports serviced by RVCVB ·
American Softball Association 16U Girls National Tournament Largest event of this kind hosted in Virginia’s Blue Ridge.
75 groups representing 20,000+ participants
Virginia Society of Association Executives selects Roanoke Valley in Virginia’s Blue Ridge for their 2017 VSAE Annual Conference:
Sports ·
80+ sporting events were held in Virginia’s Blue Ridge
“This is an incredible opportunity
Motorcoach Tour Sales ·
for Virginia’s Blue Ridge to
165 overnight tours were reported equivalent 3,550 room nights
showcase itself as a meetings destination. During this event, we will be entertaining the VSAE membership and provide
to ·
them with options to experience many of our local activities
42 tours were serviced with a tour guide
and venues. We want them to gain first-hand knowledge of why they should be considering Virginia’s Blue Ridge for their future meetings” said Michael Unanue, Vice President of Sales at the Roanoke Valley Convention & Visitors Bureau.
2017 VSAE Annual Conference will be held April 29 – May 2, 2017 in Virginia’s Blue Ridge with approximately 250 attendees.
Leads distributed
booked groups
booked room nights 50,000
90
40
80
83
70
43
15
40,000
25,000 20,000 17
10,000
10
5
5,000
0
0
0
2013
2014
84%se incrme2a 013 fro to 2014
28,197
15,000
15
10
2012
45,669
35,000 30,000
20
45
20
8
36
25
50 30
35 30
60 40
45,000
2012
2013
2014
140% se incrme2a 013 fro to 2014
www.VisitVaBlueRidge.com
9,956
2012
2013
2014
358% se incrme2a 013 fro to 2014
Partnering for SUCCESS
Looking Toward a Bright Future 2030 Virginia’s Blue Ridge Destination Vision Plan A great place to live typically is a great place to visit! As one of the agencies that participated in the Partnership for a Livable Roanoke Valley, the Roanoke Valley Convention & Visitors Bureau (RVCVB) seeks to work with our Participating Localities (Cities of Roanoke and Salem and Counties of Botetourt, Franklin, and Roanoke) to plan for quality of life services and facilities that will be attractive, not only to residents, but to visitors alike. The plan identifies several focus areas that the RVCVB will provide leadership: · Cultivate and market outdoor and cultural amenities · Enhance sports tournaments · Package and sell current outdoor amenities
Lisa Garst, Salem City Council and Livability Roanoke Valley Chair, meets with W. Lee Wilhelm, RVCVB Board Chair, to discuss the future.
· Provide more unique accommodations · Advance arts and culture
The RVCVB contracted with Zeitgeist Consulting, a nationally-known destination planning firm, to complete a 2030 Virginia’s Blue Ridge Destination Vision Plan. The purpose of the Vision Plan is to accelerate the growth of tourism in the region and elevate the region’s tourism industry to unprecedented levels of success. A three-step process began during 2014 and will be completed during 2015: · Destination Assessment – A team of outside experts experienced Virginia’s Blue Ridge (VBR) as first-time visitors to more fully understand strengths, challenges, synergistic connectivity, and opportunities. The report was completed during June 2014. · Destination Visioning – During Fall 2014, the Zeitgeist team reviewed existing plans, interviewed stakeholders, and conducted group meetings in order to identify and prioritize a list of visionary action steps. During April and June 2015, a Regional Tourism Master Plan will be completed. · Organizational Strategic Plan – During Fall 2015, the RVCVB will develop a strategic plan to assign responsibilities for carrying out the Vision Plan. “The RVCVB’s goal is to look forward beyond the next quarter to encourage economic development projects and enhance of services that will elevate VBR’s travel industry offerings,” stated Lee Wilhelm, RVCVB Board Chair. “The visioning process should bring our local governments and private industry together for a bright future.”
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2014 PROGRESS REPORT
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Partnering for SUCCESS
Partnering for SUCCESS
Annual Meetin g Photo Booth
66
Virginia’s Blue Ridge 64
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ROANOKE
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VT
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The Roanoke Valley in Virginia’s Blue Ridge boasts the largest metropolitan center in the Blue Ridge Mountain chain.
Roanoke Valley Convention & Visitors Bureau 101 Shenandoah Ave. NE – Roanoke, VA 24016-2044 – 540.342.6025
www.VisitVaBlueRidge.com