VISIT VIRGINIA’S BLUE RIDGE
2016 PROGRESS REPORT
STRENGTHENING DESTINATION PARTNERSHIPS
STRENGTHENING DESTINATION PARTNERSHIPS The Roanoke Valley Convention & Visitors Bureau officially changed its name to Visit Virginia’s Blue Ridge to support the brand, and to better exemplify what we do as an industry. At the 2016 annual meeting held at the Taubman Museum of Art, the new name was unveiled by our supportive jurisdictional partners.
Virginia’s Blue Ridge was officially adopted:
July 19
March 14
The unveiling of Visit Virginia’s Blue Ridge
February 23
BOTETOURT
Salem Roanoke
March 7
ROANOKE SMITH MOUNTAIN LAKE
December 20 Guest speaker, Virginia Tech President Timothy Sands
FRANKLIN
THANK YOU for supporting the new look for the brand. Former Chairman Peters spoke of the successes of many different organizations and how they continue to strengthen the valley’s reputation as a competitive business location and an exceptional place to live and work.
On the Cover: Visit Virginia’s Blue Ridge was invited to showcase their logo by the Western Virginia Water Authority and Roanoke County Parks Recreation & Tourism. The water tower is strategically located at the Interstate 81 and Interstate 581 interchange. It can be seen by both Northbound and Southbound traffic entering I-581.
Jason Peters
Former Chair, Roanoke County Board of Supervisors
Completed November 2016 (photo credit – David Hungate)
VisitVBR.com
It’s All Connected. Roanoke County’s support of the Water Tower project takes it one step further in branding the region.
MISSION:
Visit Virginia’s Blue Ridge is the official Destination Marketing Organization responsible for promoting the consumer brand by developing and executing comprehensive programs to attract more visitors to the region, resulting in a greater economic impact.
Message from the Chair & President
W. Lee Wilhelm, III Chair
On April 12,th 2016, we began a new era for tourism as Visit Virginia’s Blue Ridge, the region’s official destination marketing organization. Our seven consecutive years of growth can be credited to the support of our funding partners (including the Cities of Roanoke and Salem and the Counties of Botetourt, Franklin and Roanoke) and our 1,250+ industry partners who work collaboratively with us every day to make Virginia’s Blue Ridge the top mountain vacation destination in Virginia.
For the first time ever, Virginia’s Blue Ridge lodging industry experienced RECORD Room Revenue, totaling over $101 million, a 1.8% increase over the previous year.
Landon C. Howard President
Approximately 1.2 million hotel rooms were sold, resulting in an increase of 1.7% according to STR, Inc. A record number of sports groups and events held in 2016 attributed to this growth.
The Company’s Brand
The Region’s Brand
VIRGINIA’S BLUE RIDGE: WHAT’S IN A NAME? January 8, 2017 in the Roanoke Times Brand names lift up memories and associations we might have. A brand reputation is like a gem. Each of the jewel’s facets represents a fact, association, image or opinion you hold or experienced. The stronger that imagery is or the more positive the memories are, the stronger that brand Larry Hincker
connection...and the jewel sparkles ever more.
Retired Associate Vice President for University Relations at Virginia Tech
2016 PROGRESS REPORT: Strengthening Destination Partnerships
1
2016 FORMULA TO SUCCESS:
MEETINGS WEBSITE PUBLIC + ADVERTISING + & SOCIAL MEDIA + & SPORTS RELATIONS ACTIVITY SALES
Did you know that VISITORS TO VIRGINIA’S BLUE RIDGE GENERATED:
$190
in STATE & LOCAL TAXES
$800
MILLION
DIRECT TRAVEL EXPENDITURES IN
VIRGINIA’S BLUE RIDGE*
is the equivalent of
for every resident of our region*
$2,593 per resident
contributed to the
LOCAL ECONOMY*
EMPLOYS NEARLY
7,800*
VIRGINIA’S BLUE RIDGE
TOURISM INDUSTRY 2
Note: Population base for Virginia’s Blue Ridge (308,753) includes the Cities of Roanoke and Salem and the Counties of Botetourt, Franklin and Roanoke.
VisitVBR.com
*Source: Virginia Tourism Corporation
**Source: STR, Inc.
=
BRANDING·MORE VISITORS·INCREASED ROOM DEMAND·MORE ROOM REVENUE
7th
CONSECUTIVE
YEAR OF
GROWTH
HOTEL ROOM DEMAND
1,195,466 ROOMS SOLD**
HOTEL ROOM REVENUE
$101 MILLION**
2016
2016 PROGRESS REPORT: Strengthening Destination Partnerships
3
PUBLIC + RELATIONS
HOW
CARVINS COVE: Best Biking Trail – Best of the Blue Ridge
VIRGINIA’S BLUE RIDGE
– Blue Ridge Outdoors 2016
APPEARS TO THE WORLD!
media /pr results: number of travel writers hosted
44
from around the world, including Georgia, Colorado, Texas, New York, Arizona, California, Canada, Germany and more
165,312,122
media coverage circulation
$3,174,618.65
total advertising equivalency
Media Tour at Twin River Outfitters in Botetourt
articles produced
128 Trains Built Roanoke. Science Saved It. Politico Magazine
ue Ridge Prime Time on thSoeuthBlern Living By Jason Frye
,900 407 Value: $822 Circulation: 2,827,
Tracking Down History: All aboard for a train-themed weekend in Roanoke, Virginia By Deborah Huso AAA World
Circulation: 2,063,819 Value: $285,859
Trains, Treasures, Trails & Troops: Roanoke Valley, Virginia’s Blue Ridge
4
By Patricia McNair Elks Magazine
Circulation: 752,630 Value: $201,6 00
+ ADVERTISING +
PARTNERSHIPS
WITH COMCAST & VIRGINIA TECH
Launched four new videos/commercials shown in target markets · Campaign with Comcast spots in feeder markets, as well as Virginia’s Blue Ridge region, resulting in $300,000 in additional exposure. · Completed four videos/commercial spots that promote the region – Destination, Outdoors, Family Fun, Arts & Culture
Virginia’s Blue Ridge digital billboard promotion at Virginia Tech games
To see the VIRGINIA’S BLUE RIDGE SPOTS:
NUMBER OF
MEMBERS/PARTNERS
1,262
IN 2016:
2 6 1,2
VisitVBR.com/region/videos
5 22 2010
PARTNERSHIP
2016 PROGRESS REPORT: Strengthening Destination Partnerships
2016
5
+ WEBSITE & SOCIAL MEDIA +
WEB/MOBILE SITE VISITS:
ACTIVITY
+ 1,200,000 900,000
300,000 0
394,768
2014 2015 2016
inquiries
CALCULATED VISITS & IMPACT:
1,164,928
587,214
website & mobile unique visitors
1,221,290 TOTAL
WEBSITE GROWTH BY YEAR
600,000
1,164,928 56,362
x
1,221,290 .47
x
574,006 $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 $398,360,372 ESTIMATED IN DIRECT SPENDING
NATIVE ADVERTISING CAMPAIGN RESULTED IN
191,356
visits to the website
52%
VIEWED THE WEBSITE ON A MOBILE DEVICE
CONSUMER
DATABASE:
173,586 6
35%
13%
VIEWED THE WEBSITE ON A DESKTOP COMPUTER
VIEWED THE WEBSITE ON A TABLET
UNIQUE VISITORS TO 95% e s a
incre m fro 2015
VisitVBR.com
VisitVBR.com:
1,164,928
+ WEBSITE & SOCIAL MEDIA + ACTIVITY
Getting SOCIAL with Virginia’s Blue Ridge: OVER
112,000
SOCIAL MEDIA FOLLOWERS
94,034 followers
686 followers
3,602 followers
919 followers
12,862 followers
573 followers
2016 BLOG LAUNCH
RESULTING IN NEARLY
400,000 PAGE VIEWS
TOP 3 BLOG POSTS FOR 2016: 13 Restaurants for Great Comfort Food 2016 Fall Color Schedule Visit the 7 Natural Wonders of Virginia’s Blue Ridge
PRSA Summit Award Visit Virginia’s Blue Ridge was presented with a 2016 Gold Summit Award from the Public Relations Society of America, Blue Ridge Chapter. The category was Marketing Products or Services (For-Profit Organizations) Visit Virginia’s Blue Ridge Content Marketing Campaign. Visit Virginia’s Blue Ridge accepts Gold Summit Award
2016 PROGRESS REPORT: Strengthening Destination Partnerships
7
MEETING
+ SALES
2016 SALES RESULTS 2016 was a RECORD year of hosting meeting and sports planners = Booked Business
MEETINGS & SPORTS SALES BOOKINGS IN 2016
Leads & Bookings Production
2015
59 89
BOOKINGS
incre2015 from 16 to 20
38
LEADS
0
2016
51%ase
3%
41 se incrme2a 015
195 50
100
Selected host of 2017 Harley Owners Group Rally. (Virginia’s Blue Ridge will be the first regional rally)
150
fro to 2016
200
3 Familiarization Tours with 27 meeting planners
Announcing the HOG Rally
Meeting Planner FAM Tour with Virginia Tech President Timothy Sands
Established a remote office in Raleigh, NC to saturate the I-95 corridor feeder markets.
8
250
VisitVBR.com
SPORTS
+ SALES 2016 SPORTS HIGHLIGHTS 170 Sporting Events
up
20%
Hosted CIAA Football National Championship (originally slated for NC)
TEAMS
Mayor Lea performs coin toss at the CIAA Championship
Hosted 2016 Special Olympics NIT Softball Tournament Selected to host 20 VHSL State Championships for 2017 & 2018
Players at the Special Olympics NIT Softball Tournament
Hosted the NCAA Women’s and Men’s Division III Soccer Championships
Hosted 2016 ASA/USA Girls’ 12U Class A Fast-Pitch Softball National Championships
2016 PROGRESS REPORT: Strengthening Destination Partnerships
9
=
BRANDING
MORE VISITORS·INCREASED ROOM DEMAND·MORE ROOM REVENUE
PARTNERS
ADOPT THE BRAND:
Baggage Claim at the Roanoke-Blacksburg Regional Airport
Roanoke-Blacksburg Regional Airport ad located at the Berglund Center
Scoreboard at the Salem Civic Center
Smith Mountain Lake Chamber of Commerce Kiosk
DO YOU HAVE
10
?
ONE
Salem Fair entrance
VisitVBR.com
=
BRANDING
BRANDING
MORE VISITORS·INCREASED ROOM DEMAND·MORE ROOM REVENUE
THE REGION WITH SPORTING EVENTS 2016
TOURISM DEVELOPMENT INITIATIVES: Salem 8K
Mountain Biking Blue Ridge Ride Center Initiative
Region-wide Wayfinding Starting line at the Downtown Twilight Criterium
Signage directing visitors to key locations with a shared look
Centralized Calendar of Events A resource capturing events, sports and conference dates
Branding
Racers at Creature from Carvins Cove
Increasing the visibility and use of the Virginia’s Blue Ridge (VBR) brand
Established Visit Virginia’s Blue Ridge Foundation to assist with the Mountain Biking initiative and other product development initiatives. (November 2016)
2016 PROGRESS REPORT: Strengthening Destination Partnerships
11
2016 VIRGINIA PARTNERSHIPS LEAVING LASTING IMPRESSIONS OF VIRGINIA’S BLUE RIDGE:
Virginia Mountains Region BECAME OFFICIAL IN 2016!
HOSTED THE
Virginia Welcome Center Seminar
John Carlin emcees at the VA-1 event
HOSTED
VIRGINIA’S TRAVEL & VA-1 TOURISM CONFERENCE Doug Blount speaks to the Society
HOSTED THE
Virginia Recreation and Park Society Awarded $50,000 Virginia Tourism Corporation Marketing Leverage Grant to implement a comprehensive storytelling campaign. The campaign is focused on building brand awareness and showcasing stories/ experiences, images and video through content marketing.
12
VisitVBR.com
Board of Directors (12-31-16) 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
Pete Larkin
Dominion Lodging
Office of Congressman Robert W. Goodlatte (VA-6)
Kevin Boggess
Gary Larrowe
City of Salem
County of Botetourt
Jeremy Carroll
Glenn, Feldmann, Darby & Goodlatte
Mark Lucas
Renee “Butch” Craft
Christopher P. Morrill
Thomas C. Gates
Bhanu Patel
Kenneth Lanford
Charles A. Price, Jr.
Lucas Therapies, PC
The Roanoker Restaurant
City of Roanoke
County of Roanoke
La Quinta Inn – Roanoke Salem
Lanford Brothers Company, Inc.
Harrison Museum of African American Culture
James Rivercomb, Jr.
Della Watkins
Brent Robertson
Joyce Waugh
Douglas B. Robison
Gretchen Weinnig Beedle
Ssunny Shah
Leonard Wheeler
Roanoke Mountain Adventures County of Franklin
Taubman Museum of Art Roanoke Regional Chamber
Wasena City Tap Room and Grill Baymont Inn & Suites Salem
Fink’s Jewelers
Wheeler Broadcasting
John Shaner
City of Salem Parks & Recreation
Susan E. Short, Ph.D. Virginia Tech
Staff ADMINISTRATION Landon C. Howard President
MARKETING & COMMUNICATIONS
PUBLIC AFFAIRS & VISITOR SERVICES
Debora Wright
Catherine Fox
Catherine Herlocker
Jenna Phillips
Alexandra Chitwood
Part-Time Staff:
David Aldridge
Weekend Part-Time Scot Bellavia Ahondryea Brooks Ernie Dale Amelia Glaser Antoinette Hatten Ray Keys Renee Reed Wayne Sanburn Velma Thomas
Vice President of Marketing & Communications
Heidi R. Mowry
Director of Operations/Assistant to the President
Marketing & Partnership Sales Manager
SALES & SERVICES Alex Michaels
Partnership & Services Specialist
Vice President of Sales & Services
Erica Musyt
Convention Services Manager
Lori Phillips
Sales & Services Manager
Kayla Crutcher
Sales & Services/CRM Manager
Ashley Woodlief
Senior National Sales Manager
E-Marketing Manager
Shannon Keener
Events Marketing Coordinator
Marlee Wertz
Marketing Data Analyst
Taylor Ricotta
Public Relations Manager
Vice President of Public Affairs & Development Public Affairs & Development Specialist Jane Smith, Visitor Services Lead
Volunteers:
Ann Andrews Joe Cummings Terry Eastman Marlene Efkeman
Staff re-structuring in 2016 - Based on the future of the region, Visit Virginia’s Blue Ridge team shifted into new roles mid-year. Positions were streamlined and a development role was created. The Visit Virginia’s Blue Ridge sales team was revamped with a new remote office established in Raleigh. Marketing and communications for external marketing functions were combined into one department. The formula to success depends on the ability of our team to take the next steps in reaching continued record tourism growth.
2016 PROGRESS REPORT: Strengthening Destination Partnerships
13
ADOPT
TODAY!
Berglund Center Kiosk
VALLEY BUSINESS FRONT added Virginia’s Blue Ridge Business Journal as a sub-head. We’ll keep doing our part to advance our collective mission along with Visit Virginia’s Blue Ridge. We truly do live in a great place, and I hope we continue the momentum of such positive economic news.
– Tom Field
President and Creative Director Valley Business Front Magazine
STRENGTHENING DESTINATION PARTNERSHIPS VISIT VIRGINIA’S BLUE RIDGE 101 Shenandoah Ave. NE – Roanoke, VA 24016-2044 – 540.342.6025
WWW.VISITVBR.COM