TRAILSETTERS 2019 VISIT VIRGINIA’S BLUE RIDGE
PROGRESS REPORT
BE A #TRAILSETTER
MESSAGE FROM THE
Chair & President Visit Virginia’s Blue Ridge is tremendously grateful for our
Participating Localities:
partnership with the Cities of Roanoke and Salem, Counties of Botetourt, Franklin, and Roanoke, and over 1,500 private industry partners. W. Lee Wilhelm, III Chair
BOTETOURT
Together, we have successfully built a thriving regional destination that is rapidly becoming noticed throughout Virginia, as well as nationally and internationally. Growing into a well-known travel destination brand, Virginia’s Blue Ridge has
Landon C. Howard President
Salem
Roanoke
ROANOKE
experienced a record $892 million in direct travel
spending. By hosting internationally-known events, like the Carilion Clinic IRONMAN 70.3 Virginia’s Blue Ridge triathlon, we are telling the world who we
SMITH MOUNTAIN LAKE
FRANKLIN
are, where we are, and why they would want to visit Virginia’s Blue Ridge. Place marketing Virginia’s Blue Ridge supports over 8,000 jobs for our local residents, generates over $183 million in payroll, and provides over $64 million in state and local tax collections. The money spent by our visitors is improving our schools, police and fire services, and much more. And, our place marketing efforts encourage visitors to consider becoming residents, who would in the near future live and work in Virginia’s Blue Ridge, one of the most beautiful places on the globe!
TRAILSETTER – David L. Johns, Ph.D. Ferrum College President
“Ferrum College is proud to be a premier destination college in the heart of Virginia’s Blue Ridge. Our students are #trailsetters in the classroom, in athletics, and in service to the community. To celebrate the region and support the strong commitment to outdoor life and adventure, Ferrum College has added an eco-tourism major to other signature programs such as recreation leadership, agriculture, One Health, and environmental science. We love where we live and are grateful to work with Visit VBR and VBR Sports to share with the world what we all know so well – there is no place like Virginia’s Blue Ridge for good work and a good life.”
Carilion Clinic IRONMAN 70.3 Virginia’s Blue Ridge triathlon was announced July 30, 2019.
WE’RE MAKING
Virginia’s Blue Ridge Place Marketing:
An Impact
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 $892 million in direct travel expenditures. · Tourism-supported jobs totaled 8,037, including a payroll of $183 million while local and state tourism-related taxes derived from activity in VBR were $64 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
S I N uild a place wherOe BE E S S HAS T
A VISIT
en, you b
IT ALL STARTS WITH
B
U
Th
LI V E
, you build a plac Then ew her LE WANT TO P e PEO
VIS IT
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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.
1
A DECADE OF
Success
Hotel Room Revenue:
124,000,000
$116,901,970
10th
117,000,000 110,000,000
E CONSECUTIV
WTH YEAR OF GRO
103,000,000 96,000,000
3.7%SE
89,000,000 82,000,000 ROOM REVENUE
75,000,000
Source: STR, Inc.
INCREA OVER 2018
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Direct Travel Expenditures: $950
MILLION
$855
MILLION
$760
MILLION
$665
MILLION
$570
MILLION
$600 M M II LL LL II OO NN 2009
$M 651 M II LL LL II OO NN
2010
$M 704 M II LL LL II OO NN
2011
VIRGINIA’S BLUE RIDGE TOURISM INDUSTRY GENERATED 2009/2010: $29.2
$4.5 MILLION
IN LOCAL TAXES*
2
$M I892 M I LL LL II OO NN
Source: U.S.Travel Association (2018)
MILLION
IN LOCAL TAXES*
IN 2018
*Source: Virginia Tourism Corporation and US Travel Association (2018)
$M 730 M II LL LL II OO NN
$M 755 M II LL LL II OO NN
2012
$M I813 $ 800 M I LL LL II OO NN $M 784 M M II LL LL II OO NN M II LL LL II OO NN
2013
2014
2015
Hotel Room Demand: 2009/2010:
965,000 ROOMS SOLD
$753,000
2016
2017
Employment:
1,328,090 ROOMS SOLD
IN 2019
Editorial Coverage: 2009:
$M I850 M I LL LL II OO NN
2009/2010:
7,100
2018
8,073 EMPLOYED
IN 2018
EMPLOYED
Website Visits:
$1,463,059 IN 2019
2009:
154,226
1,656,505 IN 2019
Highlights:
SS
SUCCE
STORY OF THE
Decade
2012
Virginia’s Blue Ridge BRAND LAUNCH
2011
ANNUAL MEETING
with Actress Jane Seymour & Bart Wilner, Past Chair of Visit Virginia’s Blue Ridge
2013
In April 2012, Visit VBR launched a new regional destination brand “Virginia’s Blue Ridge.” The brand name
Regional Tourism Agreement for Virginia’s Blue Ridge Officially Signed by Local and State Elected Officials
capitalizes on the region’s two world-class assets that are known worldwide, the Blue Ridge Mountains and the Blue Ridge Parkway.
Re-branded
VIRGINIA’S BLUE RIDGE:
2014 DEDICATED FUNDING
2015
VIRGINIA MOUNTAINS REGION Established by Virginia Tourism Corporation
Destination Vision Plan
ESTABLISHED BY STAKEHOLDERS
VisitVBR.com · 2019 PROGRESS REPORT
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STORY OF THE
Highlights:
Decade
2016 Virginia’s Blue Ridge Moniker officially adopted:
July 19
March 14 February 23
BOTETOURT Water Tower off I-581
Salem Roanoke
March 7
Enhanced
ROANOKE SMITH MOUNTAIN LAKE
December 20
2017
TRANSPORTATION OPTIONS:
FRANKLIN
AMTRAK STARTED SERVICE IN VIRGINIA’S BLUE RIDGE
Visit Virginia’s Blue Ridge
FOUNDATION CREATED: The Visit VBR Foundation identified the need for bike fixit stations used by cyclists to tighten or adjust bolts on their bike, as well as add air to tires. These stations are very important to bikers, given the remote trail locations and sometimes rough terrain. Having these repair stations added critical points toward obtaining an IMBA silver-level ride center status. Carilion Clinic provided the support
4
needed to fund eight fixit bike repair stations.
Fixit Bike Repair Station Sponsored by Carilion Clinic and Visit VBR Foundation
em
2018
STORY OF THE
Decade
SS
SUCCE
LAUNCH OF
Roanoke Star rebrands to VBR Star Soccer Club
5
5
Charles Price with Countryside Sportsplex provides welcome remarks at the announcement of VBR Sports – January 2018
During Spring 2018, Virginia’s Blue Ridge was awarded by the International Mountain Bicycling Association (IMBA) a silver-level ride center status. There are only 15 silver-level ride centers is the world, and Virginia’s Blue Ridge is the only one on the United States East Coast. After hosting Andrew Davis, author of Town, Inc., VBR decided to take full advantage of the new status and, upon Mr. Davis’s recommendation, declared VBR as “America’s East Coast Mountain Biking Capital.”
R6
R7
R8
Botetourt County Franklin County REGIONAL WAYFINDING DESIGN UNVEILED:
Roanoke County
Visitor Information
City of Roanoke
VisitVBR.com · 2019 PROGRESS REPORT
City of Roanoke City of Roanoke
Roanok County
Roanoke County
Roanoke County
Botetourt County
City of Roanoke
Roanoke County
5
STORY OF THE
2019
SS
SUCCE B
Decade
Highlights: LU
E
RI
DGE
OUTDO
OR
S
2019
TOp
E R U T N E V AD WN TO
Top votes by readers earned Roanoke the Blue Ridge Outdoors Top Adventure Town Roanoke River Greenway Addition
New Salem Sports Exhibit at the Salem Museum
Illuminights – First Annual Holiday Lights Display at Explore Park
FROM 225 IN 2009 TO OVER
1,500 PARTNERS 6
Ribbon cutting at Rosie’s Gaming Emporium in Vinton
IN
2019
DESTINATION
Vision Plan Progress: Visit VBR is continuing to work on the DVP goals and objectives that will serve as a long-term
Vision Plan
road map for tourism in the region.
Implementing the Plan: TRAILSETTER – Tim Bradshaw
Executive Director, Roanoke-Blacksburg Regional Airport
Roanoke-Blacksburg Regional Airport embraces Virginia’s Blue Ridge Brand
Updated I-581 Northbound Signage
“I believe Virginia’s Blue Ridge is an undiscovered jewel for mountain lovers and for people who want to enjoy the natural beauty that we have to offer. As a native son who returned to the area recently, I am so pleased to see the regional cooperation that is taking place to promote this area and develop Virginia’s Blue Ridge as a destination. I believe this effort will pay off in years to come and will benefit the generations to come.”
Hinchee Trail - New trail access to Carvins Cove VisitVBR.com · 2019 PROGRESS REPORT
New Attraction at Explore Park – TreeTop Quest
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2019 SOCIAL MEDIA &
Marketing
In April 2019, Visit Virginia’s Blue Ridge unveiled a new regional tourism campaign, “Be A #Trailsetter”.
The pyramid represents how the VBR brand
Throughout the campaign, Visit Virginia’s
is presented with the flag staking the claim
Blue Ridge will welcome visitors and locals to hike, pedal, paddle and taste
at the top, but recognizing an incredible
their way through a metro-mountain
number and depth of all VBR offerings
adventure in America’s East Coast Mountain Biking Capital. The stunning visual imagery and video of the campaign will inspire visitors to Be A #Trailsetter.
Social:
Videos:
169,681
TOTAL SOCIAL MEDIA FOLLOWERS
Cheers Trail Passport:
4,439
REDEMPTIONS
Produced THREE Brand Videos: Leisure, Sports and Meetings Video Engagement in 2019:
479,704 MINUTES WHICH IS 7,995 HOURS OR 333 DAYS
TOP BLOG POSTS RESULTED IN
1,125,134 PAGE VIEWS
Top 3 Blog Posts for 2019: Cabins & Camping at Explore Park Local History: Franklin County – The Moonshine Capital
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10 Country Stores to Visit in Virginia’s Blue Ridge
2019 SOCIAL MEDIA &
VisitVBR.com Website:
OVER 4,500 UNIQUE VISITORS
PER DAY
14%SE UNIQUE VISITORS (users)
INCREAM F RO 2018
12%SE
INCREAM F RO 2018
5% INCREASE F RO M 2018
1,656,505
Marketing
65%
27%
VIEWED THE WEBSITE ON A MOBILE DEVICE
8%
VIEWED THE WEBSITE ON A DESKTOP COMPUTER
VIEWED THE WEBSITE ON A TABLET
2019
Direct spending: Website Unique Visitors & Inquiries
1,665,015
SESSIONS (total visits)
2,271,342 PAGEVIEWS
3,815,527
x
1,665,015 .47
x
782,557 $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)
$543,094,593 ESTIMATED IMPACT
IN DIRECT SPENDING
TRAILSETTER – Doug Blount, Visit VBR Board of Directors Director, Roanoke County Parks, Recreation & Tourism
“Here in Virginia’s Blue Ridge, we’re not only surrounded by world-class outdoor amenities, but finding innovative new ways to make them accessible to all participation levels. From individuals and families looking to become more active outdoors to seasoned adventure seekers, our region is expanding recreation opportunities while breaking down barriers to entry. I’m proud to be a #trailsetter by increasing hiking/ biking trail connectivity with amenities, like the Appalachian Trail and Blue Ridge Parkway, as well as developing signature attractions and outdoor events in Roanoke County facilities, such as Explore Park.”
Top Featured Digital Campaigns:
Beaver Dam Farm Sunflower Festival:
36,146 PAGE VIEWS
Explore Park:
93,096 PAGE VIEWS VisitVBR.com · 2019 PROGRESS REPORT
Franklin County Moonshine:
33,408 PAGE VIEWS
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2019 PUBLIC
Relations The world continues to hear about Virginia’s Blue Ridge!
As a result of hosting an International Media tour, including a stop at Twin Creeks Distillery in Franklin County, VBR was featured in 30 articles in print and online for an estimated $163,000 in editorial value.
Media / PR Results: 88 1,782,580 $1,463,059 345
number of writers
Visit VBR hosted 48 writers in market with an additional 40 key media and influencers at various shows and deskside appointments.
media engagement total advertising equivalency articles produced
Media Tour:
TRAILSETTER – John Mays Owner, Twin River Outfitters
“Twin River Outfitters is pleased to report that we had one of our strongest seasons ever in 2019 thanks in no small part to the marketing efforts of those like Visit Virginia’s Blue Ridge, who helped bring Canoe & Kayak magazine to Botetourt County to spotlight our outdoor amenities. Our newly launched river trip with glamping was an instant success.”
Canoe & Kayak Media Tour: Explore Park
Twin River Outfitters
Key Articles:
Video:
2019 PUBLIC
Relations
Welcome to the Lake Winnipesaukee of the South Boston Globe
Off the Beaten Path: 27 Epic Views Every Hiker Should See Men’s Journal
Adventure Virginia’s Blue Ridge · WUSA9 in Washington, DC
Made in VBR – Culinary Media Tour:
Harvesting vegetables at Thornfield Farm in Botetourt County
Making biscuits with Scratch Biscuit Co. at Black Dog Salvage’s Stone House
VisitVBR.com · 2019 PROGRESS REPORT
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2019
168 LEADS in 2019 60,740 ROOM NIGHTS Mission Statement: The mission of VBR Sports is to enhance the quality of life and economy of Virginia’s Blue Ridge by being the leader in promoting and hosting youth, amateur, collegiate and professional sporting events.
CIAA Volleyball Championship
Spartan Kids
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76 BOOKINGS VBR Sports TRAILSETTER – John Shaner, Visit VBR Board of Directors Director, Salem Parks and Recreation
“Recruiting, managing and supporting sports tourism is a leading contributor to the region’s economy and enhances the area’s image. Salem has been a Trailsetter as Virginia’s Championship City with a successful formula in hosting student athletes and fans. Sharing this formula and collaborating with VBR Sports has proven to set the stage for welcoming sports tournaments year-round.”
NCAA Divison III Women’s Basketball Tournament
CIAA Softball Championship
IRONMAN 70.3
ANNOUNCED
Patrice M. Weiss M.D Chief Medical Officer with Carilion Clinic announces the Inaugural Carilion Clinic IRONMAN 70.3 Virginia’s Blue Ridge.
Lee Wilhelm, Chair of Visit Virginia’s Blue Ridge shares bike route details for IRONMAN 70.3.
Landon Howard and Catherine Fox with Visit Virginia’s Blue Ridge promote the upcoming Carilion Clinic IRONMAN 70.3 Virginia’s Blue Ridge with Senator Mark Warner.
13
2019 MEETINGS
& Sales
VBR Meetings Bookings 69 87 16,225
actual groups booked
MEETINGS HOSTED in Virginia’s Blue Ridge:
International Association of Medical Science Educators (IAMSE) Living Proof Ministries (Beth Moore) Virginia State Council Apostolic Conference
leads
Virginia Moose Association Annual State Convention Virginia United Methodist
room nights
Christian Congregation of Jehovah’s Witnesses Virginia Municipal League
IAMSE 2019 Reception
14
CVENT Connect Conference with VBR Staff - Caitlin Schmelz
PA R T N E R E N G A G E M E N T
2019 PARTNERSHIP
Engagement & ANNUAL MEETING
1,503 PARTNERS IN 2019
Continued Hospitality Training Workshops with Virginia Western Community College
ANNUAL MEETING:
TRAILSETTER CAMPAIGN LAUNCHED
Inaugural Partnership Marketing Summit at the Salem Civic Center
Dan Lucas with Roanoke Mountain Adventures jumps off the stage during the Annual Meeting
Awards:
Tourism Ambassador Award presented to VBR Star Soccer Club representatives Danny Beamer & Chris McClellan.
Golden Star Award presented to VDOT Salem District representatives Brian Blevins & Ray Varney VisitVBR.com · 2019 PROGRESS REPORT
Visit VBR Past Chairs’ Tourism Excellence Award presented to Brian Wells, General Manager of The Hotel Roanoke & Conference Center
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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. B. To strengthen the community narrative centered on recreation and the outdoors.
ANNUAL REPORT
C. To develop physical amenities as well as festivals and event offerings that enhance quality-of-life for residents and visitors alike. D. To contribute to the economic development of the Virginia’s Blue Ridge region.
TRAILSETTER – Shaleen Powell , Visit VBR Board of Directors Executive Director, Roanoke Cultural Endowment
“The nonprofit arts and culture sector is a $64.2 million industry just in the City of Roanoke alone —one that supports 1,774 full-time equivalent jobs and generates $6.5 million in local and state government revenue. The arts help attract and retain businesses, and play an important role in the economic revitalization of our localities. Whether serving the local community or out-of-town visitors, the diverse and dynamic array of arts and cultural offerings in Virginia’s Blue Ridge is a cornerstone of what makes this region exceptional!”
Star City Arts Festival supported in part by the Visit Virginia’s Blue Ridge Foundation
Community Foundation News Conference to announce grant funding supporting Regional Wayfinding
VISIT VIRGINIA’S BLUE RIDGE FOUNDATION TRUSTEES: W. Lee Wilhelm, III
James E. Taliaferro, III
Susan E. Short, Ph. D.
McNeil Roofing, Inc. President
City of Salem
Virginia Tech
Shirley B. Holland
City of Roanoke
Carilion Clinic Secretary
Doug Blount Roanoke County Parks, Recreation & Tourism Treasurer
Barton J. Wilner Entre Computer Center
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Established November 15, 2016
Robert S. Cowell, Jr. Gary Larrowe County of Botetourt
Christopher L. Whitlow County of Franklin
Daniel R. O’Donnell County of Roanoke
ADMINISTRATION:
Landon C. Howard
Visit Virginia’s Blue Ridge
Board of Directors
VBR
W. Lee Wilhelm, III
Team
Douglas Blount
McNeil Roofing, Inc. Chair
Roanoke County Parks, Recreation & Tourism Treasurer
Shirley B. Holland
Barton J. Wilner
Carilion Clinic Secretary
Entre Computer Center Past Chair
Dave Andersen
Lisa D. Garst
Ann Blair Miller
Susan E. Short, Ph.D.
Gretchen Beedle
Michael Hamlar
Kirtesh Patel
James E. Taliaferro, II
Kevin Boggess
Kenneth Lanford
Shaleen Powell
Lucas L. Thornton
Lynne Pearo Boone
Pete Larkin
Ken Randolph
David B. Trinkle, M.D.
Dominion Lodging The Conner Group City of Salem (7/2016 - 1/2019)
ABoone Homes, LLC
John Carlin WSLS-TV 10
Meg Carter
5Points Creative
Robert S. Cowell, Jr. City of Roanoke
Renee “Butch” Craft
The Roanoker Restaurant
Dilly Dally
Hamlar-Curtis Funeral Home Lanford Brothers Company, Inc. (7/2014 - 6/2019) Office of Congressman Robert W. Goodlatte (VA-6) (7/2014 - 6/2019)
Gary Larrowe
County of Botetourt
Mark S. Lucas
Lucas Therapies, PC
Daniel R. O’Donnell County of Roanoke
Economic Development Consultant
Virginia Tech
City of Salem
TRU by Hilton
Roanoke Cultural Endowment Rockydale Quarries Corporation
James Revercomb, Jr.
Roanoke Mountain Adventures
Brent Robertson
Hist:Re Partners, LLC Virginia Tech Carilion School of Medicine
Joyce Waugh
Roanoke Regional Chamber
Leonard Wheeler
County of Franklin (7/2015 - 3/2019)
Wheeler Broadcasting
Ssunny Shah
Christopher L. Whitlow
Baymont Inn & Suites Salem
County of Franklin
John Shaner
John B. Williamson, III
City of Salem Parks & Recreation
RGC Resources, Inc.
Staff Administration
Landon C. Howard President
Heidi R. Bowling
Marketing & Communications
Debora Wright
Vice President of Marketing & Communications
Director of Operations/Assistant to the President
David Aldridge
Marlee Richardson
Shannon Terry
Information Systems Technology Manager
Sales & Services Ray Ezelle
Vice President of Sales & Services
Caitlin Schmelz
Sales & Sports Development Manager
Irisha Jones-Goodman
Destination Experience Manager
Brady Woolwine
Sports Development Manager
Director of Marketing
Public Affairs & Desination Development / Visitor Services Catherine Fox
Vice President of Public Affairs & Destination Development
Rachel Nunley
Marketing Manager
Public Affairs & Destination Development Coordinator
Taylor Spellman
Holly Marden
Kathryn Lucas
Visitor Information Center Part-Time Staff:*
Director of Public Relations Marketing & Public Relations Coordinator
Events Coordinator (part-time) 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 Patty Quilter Renee Reed Wayne Sanburn
*Note: VBR Visitor Center is operated and staffed seven days a week
VisitVBR.com · 2019 PROGRESS REPORT
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Don’t follow trends. Create them.
VISIT VIRGINIA’S BLUE RIDGE 101 Shenandoah Ave. NE – Roanoke, VA 24016-2044 – 540.342.6025
VISITVBR.COM