2020 Tourism Annual Report by Montgomery County, Va

Regional Tourism

Annual Report

2020

20 20

Calendar Year Annual Report

The Montgomery County Regional Tourism office exists to promote and develop the local tourism industry to increase visitor spending, tourism tax revenue, and local hospitality and tourism-related employment throughout the County.

Montgomery County VA Regional Tourism

Mission Statement

Table of Contents

Organizational History

Organizational Overview

From the Director

Economic Impact

Fiscal Year 2021 Budget

Marketing

Industry and Community Support

Regional Partnerships

Appendix

2020 ANNUAL REPORT

Organizational History

Montgomery County VA Regional Tourism

2020 ANNUAL REPORT

Organizational Overview

Blacksburg Town Council

Christiansburg Town Council

Montgomery County Tourism Development Council (MTDC)

Tourism Operating Board

Montgomery County Board of Supervisors

Regional Tourism Office Staff

BOARD

MTDC

The Tourism Operating Board and Regional Tourism Office staff meets monthly. The Board is comprised of the town managers of Blacksburg and Christiansburg and the county administrator of Montgomery County.

The Montgomery County Tourism Development Council (MTDC) is an advisory group that meets quarterly to provide guidance to the regional tourism program in icreasing visitation and related spending throughout the County and identifying new tourism opportunities to benefit the local hospitality and tourism businesses and residents of Montgomery County.

See Appendix 1 for links to bylaws, appointments, and past agendas and minutes. 6

Montgomery County VA Regional Tourism

Management, Staff & Boards BOARD

MTDC*

Craig Meadows (Chair) County Administrator Montgomery County, VA

Connie Hale Riner Restaurant Representative Buffalo & More

Marc Verniel Town Manager Town of Blacksburg

Luke Brugh - MTDC Vice Chairperson Christiansburg Restaurant Representative Brugh Coffee Company

Randy Wingfield Town Manager Town of Christiansburg

Cody Thompson Blacksburg Restaurant Representative Zeppoli’s Restaurant and Wine Shop

STAFF

Tara Talerico Christiansburg Hotel Representative Hampton Inn

Executive Director Lisa Bleakley, CHIA, TMP Visitor Relations Manager Irene Kilmer

Tom Norman Blacksburg Hotel Representative Courtyard by Marriott

Tourism Assistant Alden Morikawa

Jason Dowdy- MTDC Chairperson Montgomery County Chamber of Commerce Representative Milestone Development LLC

Student Tourism Assistant Lauren Boesch

Lauren Colliver Blacksburg Town Council Representative Sam Bishop- MTDC Vice Chairperson Christiansburg Town Council Representative April DeMotts Board of Supervisors Representative Tom Cupo Virginia Tech Representative The Inn at Virginia Tech and Skelton Conference Center *Roster as of December 2020. See previous annual report for previous appointments. 2020 ANNUAL REPORT

From the Director Dear Friends, 2020 was poised to be the 8th straight year of continued growth in tourism spending by travelers to Montgomery County. In fact; during the historically low season of winter in 2019-2020, we experienced the highest occupancy during those months than in the 8 -year history of this program for the winter period. Activities including sports competitions such as: robotics competitions and swim and dive competitions, held at the Christiansburg Aquatic Center, were major generators of overnight stays. Travel to the area was strong! Then, the worldwide pandemic COVID- 19 hit in early March causing travel to virtually stand still. Many people thought it would last a few weeks, maybe a few months at the most. Restrictions are still in place at the time of this report. Montgomery County Regional Tourism, along with other organizations throughout the community, locked arms in solidarity to help our small businesses as much as possible. We have maintained contact through phone, email, social media, and video-conferencing. We shared information with one another and with those in our respective environments. We worked to inform and educate the interdependent businesses of local tourism along with visitors to our community seeking an overnight stop-over from interstate travel, parents of students at local universities helping with a move, and other limited travel to the area during the pandemic. The high economic impact from a “normal” fall football season would not contribute to the local economy as in years past due in part to restrictions on gatherings. Empty hotel rooms mean fewer people and consequently, reduced spending in restaurants, attractions, retail, and tax revenue generated from visitor spending. The residents of Virginia began to receive the COVID-19 vaccine in early December, 2020. Along with the rest of the nation, this as an optimistic sign even though it will likely take time to return to pre-pandemic levels. People do continue to look for trip planning inspiration and are craving the ability to travel and visit with friends and family again. It is the job of this program to keep Montgomery County top of mind with travelers as a mountain destination of choice when they are ready to travel. I am proud of the work our tourism teams, both local and regional, have done to contribute to the economic health of Montgomery County and the New River Valley during this unprecedented time. The pandemic has forced us to rethink the ways in which we work. As travel habits and expectations shift, we will need to remain nimble to accomplish the mission of this program for the citizens of Montgomery County. We will view our tourism offerings from the eyes of our visitors, while always being mindful of the needs and desires of our community. Here’s to 2021! Sincerely,

Lisa Bleakley Executive Director 8

Montgomery County VA Regional Tourism

Who We Are The tourism program’s vision is to be the premier mountain destination for travelers seeking unique recreational experiences in an area rich with natural resources, history, culture, and vibrant communities. The Montgomery County VA Regional Tourism Office is the official Destination Marketing Organization (DMO) for Blacksburg, Christiansburg, and Montgomery County and promotes the various restaurants, shops, events, outdoor activities and more. Promotional activities undertaken by the staff help to introduce all the area has to offer and shares the ways that visitors to Montgomery County can “Go to Town!” The office is able to work towards achieving the vision in an effective and sustainable manner through partnerships, education, and local engagement.

LOCATIONS

Christiansburg

Blacksburg

Main Office Inside Great Road on Main 100 W Main Street Christiansburg, VA 24073

Satellite Office Inside the Artful Lawyer Gallery 318 N Main Street Blacksburg, VA 24060 2020 ANNUAL REPORT

Economic Impact of 2019 TRAVEL ECONOMIC IMPACT DATA (2019) The Virginia Tourism Corporation releases travel economic impact data, by county and city, each September detailing performance measures for the previous full year. The report for Montgomery County includes the towns of Blacksburg and Christiansburg and captures the combined travel industry economic impact as reported by the U.S. Travel Association. The 2020 economic impact report is anticipated for release in Fall of 2021. See Appendix 2 for the full report.

$169M

$33M

Money spent by visitors

Payroll Generated

1,492

$10.3M

Tourism Related Jobs in Montgomery County, VA

Combined state and local taxes collected from visitors

HOUSEHOLD SAVINGS In 2019 visitors to Montgomery County saved each household

$285 in taxes.

The household savings number is derived from dividing 36,244 households in Montgomery County (Source: US Census Bureau) from the $10.3 million in combined state and county taxes generated from visitor spending in the county (Source: Virginia Tourism Corporation – US Travel Association).

Montgomery County VA Regional Tourism

Budget Fiscal Year 2021 The local government fiscal year for 2021 runs July 1, 2020-June 30, 2021. The tourism program’s budget is funded by the transient occupancy tax (TOT) paid by guests staying in hotels, bed and breakfasts, and short-term vacation rentals. By a cooperative agreement, the county and the towns each contribute .85 of 1% of the TOT collected to fund this regional tourism program. Although the program supports businesses such as restaurants and entertainment venues that benefit from visitor spending, the dedicated funding for the program only comes from the lodging tax. Grant opportunities are routinely sought by staff. Montgomery County acts as the fiscal agent for the program and provides complimentary support services that contribute to the operation, thereby saving budget dollars. COVID-19 negatively impacted the budget. The tourism board approved to continue with pre-determined work, and to continue following the mission and strategic plan of the program. Necessary budget amendments will be made by the tourism board at the end of the fiscal year.

ESTIMATED EXPENDITURES

$230,255

Marketing* $11,720 5% Administrative $52,152 23% Personnel $166,383 72%

Grants not shown in graph

*Due to the anticipated reduction in transient occupancy tax, the targeted budget for FY 21 was reduced by approximately one-third of the FY 20 budget. The significant cuts were made in marketing expenditures. This shift caused remaining operational expenses, grouped under administration and personnel, to appear as higher percentages of the overall budget FY 21. Many marketing tasks were brought in-house for completion. CARES allocation from county and towns were approved by the tourism board for tourism recovery and are not represented in this graph.

GRANTS

The marketing budget was severely cut due to the reduced amount of TOT generated because of stalled travel. Grants helped to fill this void. ■ $90,000 in government CARES funding to market the destination for tourism recovery ■ $10,000 from Virginia Tourism Corporation’s WanderLove Grant ■ $1,500 for the John E. Dooley Student Engagement Grant from Virginia Tech for research on the black travel sector ■ $1.7 million equally distributed between the New River Valley Destination Marketing Organizations (DMO) from the Virginia Department of Housing and Community Development, Community Development Block Grant Business Resiliency Grant ■ $20,000 from Virginia Tourism Corporation’s Recovery Marketing Leverage Program to partner with the New River Valley DMOs on a Visit NRV PBS sponsorship 2020 ANNUAL REPORT

Marketing Campaigns By utilizing traditional and non-traditional marketing practices, the office promotes the destination in various magazines, digital content, displays, television and radio. In 2020, the tourism office partnered with Virginia Tourism Corporation on a campaign to raise awareness of Montgomery County as a travel destination within Virginia.

WE’LL BE WAITING As a part of the Virginia Tourism Corporation COVID-19 brand response, the tourism office participated in the We’ll Be Waiting campaign to keep our destination top-of-mind for visitors when they are ready to travel again. The campaign ran from April-June 2020. The goals of the campaign as stated by the Virginia Tourism Corporation was to support industry partners, support local businesses, stay connected with consumers, and to maintain a market presence. The tourism office created a video and social media posts highlighting the wide open spaces and attractions of Montgomery County and both towns.

WANDERLOVE The WanderLove campaign was launched by the Virginia Tourism Corporation on July 15, 2020. WanderLove is defined as a strong desire to travel in Virginia. Research showed that 40% of Americans had the intention to take a road trip during 2020. The tourism office received a grant to promote to areas within driving distance of Montgomery County. By partnering with WSLS, the tourism office created four broadcast segments for Daytime Blue Ridge’s In a Day’s Drive, a Facebook ad campaign, a 30-second commercial for digital streaming apps, and two branded content articles. The campaign was successful and reached the targeted North Carolina markets in addition to a more regional audience.

Native Ad: October

THIS IS THE TITLE TEXT BOX

Montgomery County VA Regional Tourism

GO TO TOWN The tourism office launched a Fall 2020 campaign with the agency of record, Creative Skirts LLC, with the goal to reintroduce leisure travel to the drive market of Blacksburg, Christiansburg, and Montgomery County as travel restrictions began to decrease. The paid digital campaign ran from November 9, 2020-December 20, 2020. The winter is typically a slower time of year for visitation in a pre-pandemic year. See page 15 for samples of the fall advertising. Planning objectives included: ■ Increase awareness for Montgomery County and the greater New River Valley as an ideal winter travel destination, leveraging the destination’s brand, “Go To Town.” ■ Drive traffic to the Visit Montgomery County website. ■ Further develop Fall visitation by creating awareness for other fall/winter outdoor activities and events. ■ Reassure visitors that Montgomery County, and its towns, are safe and open. The target audience was adults ages 25-60 and focused on families and couples seeking outdoor recreation and the culture of a small town while in a mountain setting. Geography: ■ Washington D.C. (includes Northern Virginia) ■ Richmond, VA ■ Charlotte, NC ■ Greensboro-Winston-Salem, NC ■ Raleigh-Durham, NC Video The 30-second video ads performed extremely well, all delivering well above industry standard in click-through rate: 0.93% on DynAdmic, 2.07% on Facebook, and 0.9% on Instagram. In total, the video units were viewed to completion 216,765 times. Display Facebook/Instagram The carousel unit with the “Camp/Couple/Corn Maze/Wine” images performed best, getting 397,136 of total impressions (85%) served on Facebook & Instagram. Among the re-targeting display ads, “Brunch” was favored, followed closely by “Mountain Bike,” then “Wine Pizza.” TripAdvisor The mobile 320x50 unit was by far the best performing, getting 145,156 of impressions (39.8%) served on the site. 300x250 “Pastry” ad came in second at 18.7%, followed closely by 728x90 “Canoe” and 728x90 “Sunflower.”

2020 ANNUAL REPORT

GO TO TOWN RESULTS

Overall Insights The Fall 2020 campaign ran media that could deliver the message at a large scale and ultimately drive results for the campaign. Elements of the campaign included re-targeting to re-engage any bounced traffic and reach audiences who have shown some level of interest but did not initially perform any actions. Delivering 1.25 million impressions across the 6-week flight, the campaign successfully increased awareness for Montgomery County and drove traffic to the Montgomery County Regional Tourism website. Overall, the campaign earned a 0.78% clickthrough rate – that is well above the industry standard of 0.47%. Of these clicks, 50.6% stayed to browse the website. The media flight drove over 8,000 users to the Montgomery County website. Delivery By Market Of the 5 target markets, Washington D.C. received the largest budget and impressions served. This was followed by Raleigh, Charlotte, Richmond, and Greensboro, respectively. This is in keeping with each market’s population size and ranking. As such, Washington DC led in performance with the highest click-through rate (1.19%), landing page views (3,825), post engagements on Facebook/Instagram (17,928), and video completions (19.8%) – all performing at the most efficient cost ($1.19 cost per click and $0.41 cost per engagement). Smaller markets (Richmond and Greensboro) have the lowest CPMs ($13.89 and $13.62, respectively). Note – The data reported above does not include TripAdvisor (which accounts for 28% of the overall budget and impressions). Due to the nature of their reporting for this campaign, TripAdvisor was not able to break their metrics down by market. Additionally, TripAdvisor delivered added value impressions nationally (to all markets across the U.S.) as part of the Virginia Tourism Corporation (VTC) Co-Op Program.

Montgomery County VA Regional Tourism

GO TO TOWN

FALL ADVERTISEMENT SAMPLES

TRIP ADVISOR

YOUTUBE

DYNADMIC

2020 ANNUAL REPORT

Marketing Events CHAMBER OF COMMERCE RIBBON CUTTING Ribb n Cutting 100 W. Main St.

in Downtown Christiansburg

GREAT ROAD ON MAIN

February 5, 2020 3:00 pm

On February 5, 2020 the new location of the Christiansburg office held a Chamber Ribbon Cutting to celebrate the opening of the new shared space inside the Great Road on Main building at 100 W Main St. in Christiansburg. The office was previously located inside the Montgomery County Government Center. Both Downtown Christiansburg, Inc. and the Montgomery Museum’s Museum Market on Main are co-located with Montgomery County Regional Tourism in this building. This space will continue to help serve visitors generated by interstate traffic while being proximate to downtown foot traffic.

VIRTUAL GO TO TOWN! HOSPITALITY AWARDS The awards program was created to recognize and appreciate the employees of the local hospitality and travel business sector who provide outstanding services to visitors and residents of Montgomery County. The second annual Hospitality Awards was cancelled due to the pandemic. The in-person event was replaced by a digital recognition campaign on Facebook. Owners, managers, and staff of hospitality and travel businesses located within Montgomery County were encouraged to nominate employees and volunteers who embody gold-standard work in one or more of the following categories: attractions and events, lodging, and restaurants. All of the nominations this year were featured during National Travel and Tourism Week.

Montgomery County VA Regional Tourism

VIRTUAL TOURISM RESEARCH SUMMIT The fourth annual Tourism Research Summit was held on June 19, 2020 virtually due to COVID-19. The summit is held each year to share the state of local tourism with the stakeholders in the community on visitor research completed for Montgomery County, Blacksburg, and Christiansburg. This year’s summit included a welcome by Rita McCleny, President and CEO of the Virginia Tourism Corporation. She delivered an update on the state of tourism including the impacts of COVID-19 across Virginia. Vince Magnini followed by presenting the fiscal year 2021 goals outlined in the 2021-2023 Montgomery County Strategic Tourism Plan. The agency of record for the tourism office presented plans for a fall campaign and a supporting website re-design aimed at converting interest into visits.

NRV INTERN EXCURSION The tourism office partnered with Onward NRV and the other New River Valley Destination Marketing Organizations on July 21, 2020 to highlight an experience for a group of interns of various companies throughout the New River Valley. The goal was for the interns to learn about the outdoor amenities that help to make Montgomery County and the New River Valley an attractive place in which to live in and work. To highlight an outdoor activity in Montgomery County, the tourism office partnered with the ROAM NRV bike-share program to set up a scavenger hunt along the Huckleberry Trail. The event kicked off with a brief presentation. Montgomery County Supervisor Sherri Blevins welcomed the group to the area. Brian Hamilton, the Economic Development Director, and Lisa Bleakley, Executive Director of the Tourism Office spoke with the students about Montgomery County and the opportunities available for recent graduates. The participants began their trek at the NRV Mall and rode along the trail to the roundabout near the Corporate Research Center. The interns ended their excursion at Bull and Bones Christiansburg for refreshments and camaraderie. The interns commented on how the experience opened their eyes to all that is available in the Montgomery County and the New River Valley area. This event allowed the opportunity to reach students and learn more about what they are looking for in a destination after graduation. 2020 ANNUAL REPORT

Marketing Public Relations/Outreach PRESENTATIONS ■ ■ ■ ■

Montgomery County Planning Commission New River Valley Regional Commission Board Virginia Tech Introduction to Hospitality and Tourism Management Class Civic Presentation to the local Rotary Clubs

PUBLIC RELATIONS ■ Tourism Blitz at the Virginia Welcome Center at Lambsburg (shortened due to COVID-19) ■ Interviews with various news outlets on the impact of COVID-19 on the travel and tourism industry ■ Liaison for filming the ACC Network’s new show “3 Day Weekend: Blacksburg”

AWARDS & ACCOLADES

■ Irene Kilmer named one of the 30 Under 30 by the Montgomery County Chamber of Commerce ■ Lisa Bleakley is appointed to the Southeast Tourism Society board of directors ■ Virgo Award from the Virginia Association of Destination Marketing Organizations for Regional Marketing Initiative for the VisitNRV social launch Montgomery County VA Regional Tourism

Marketing Social Media SOCIAL CAMPAIGNS Throughout 2020, the tourism office used social media to reach audiences in a positive way during the pandemic. We showcased the wide open spaces and the endless outdoor activities Montgomery County has to offer. The campaigns drove traffic to our website which served as a valuable resource for up to date COVID-19 information about local establishments. The tourism office partnered with WSLS to produce a segment for Daytime Blue Ridge’s “In a Day’s Drive” to reach an audience within driving distance. The segments highlighted outdoor amenities to those who could easily take visit Montgomery County within a day’s drive. The combination of these efforts helped to raise awareness about Montgomery County as a safe destination. Social Media campaigns included: ■ National Travel and Tourism Week: Spirit of Travel ■ Love Local for Virginia Farmers Market Week ■ Virginia Wine Month and Virginia Craft Beer Month ■ Stay at home activities during COVID-19 ■ Virginia Tourism Corporation partnership campaigns

@GOTOMONTVA

2020 ANNUAL REPORT

Industry & Community Support HOSPITALITY AND TOURISM PARTNERSHIP MEETING To support the tourism industry businesses in Montgomery County, the program hosts quarterly meetings to discuss topics of mutual interest. Topics vary each meeting with the goal of education, networking, collaboration, and elevation in the state of the local hospitality and tourism industry. In 2020, the tourism office also held weekly calls with the local hotel owners, managers, and director of sales to stay up-to-date on the ever changing impact of COVID-19.

RALLY CHRISTIANSBURG Christiansburg was selected for a 2019 Rally Southwest Virginia Community grant. The new downtown Christiansburg location for the tourism office affords the opportunity to work with professionals from UVA-Wise, the Department of Housing and Community Development, the Virginia Tourism Corporation, and the Southwest Virginia Cultural Heritage Foundation along with residents and local businesses, government, and non-profits to plan a project for downtown Christiansburg. In 2020 a survey was distributed to gauge community interest in a pocket park in downtown Christiansburg. The community voted on garden/park designs that they felt fit the space. A park is planned to be built in 2021/2022.

Montgomery County VA Regional Tourism

Industry & Community Support MERCHANT ASSOCIATIONS The tourism office supports the various merchant associations by attending the meetings of Downtown Christiansburg Inc., Downtown Blacksburg Inc., and the new North Main Connect. Staying connected with small business owners was imperative during this challenging year. Irene Kilmer remained on the Downtown Blacksburg Inc. board and also held the position of Marketing chair for the second year. While paid marketing was temporarily suspended duuring 2020, the tourism office remained optimistic to promote travel when it was safe and when the community expressed the desire for travelers.

VIRGINIA TECH ORIENTATION AND HOKIE LEADERS TOUR Typically, the tourism office supports Downtown Blacksburg Inc. in leading tours for Hokie orientation leaders, Hokie ambassadors, and has a presence at the Virginia Tech transfer and first-year orientations in June and July. Due to COVID-19 the office was only able to participate in the Spring orientation held on January 17, 2020. Our participation in these tours and student orientations enables us to directly reach new students and their parents to share information about the destination and future travel. This also allows the office to connect with past and future alumni to raise the awareness of the tourism office as a resource.

2020 ANNUAL REPORT

Regional Partnerships New River Valley The Destination Marketing Organizations (DMO) of Montgomery, Giles, Floyd and Pulaski Counties along with the City of Radford work together to promote the New River Valley (NRV) as a regional destination for visitors to experience. The directors of the NRV DMOs meet quarterly to work on initiatives and projects to combine resources and gather information for visitors to use. The group launched multiple projects in 2020 and continues to develop programs to launch in the future.

NEW RIVER VALLEY MAGAZINE Early in 2020 the NRV DMOs partnered with New River Valley Magazine to collaborate and write a monthly article highlighting an activity in the NRV. Articles written include: ■ 10 Colorful Hikes in the New River Valley ■ The NRV Gets Creative ■ Paddling through the NRV

OFFICIAL NRV WEBSITE The NRV DMOs, along with Radford University and the New River Valley Regional Commission, launched a new regional tourism website to promote the New River Valley as a destination for visitors to explore, enjoy, and find their new adventure. Each county’s webiste is also linked on the regional site. The new website can be viewed at www.visitnrv.com.

@VISITNRV In May 2020 the NRV DMOs launched the new social media pages on Facebook and Instagram under @VisitNRV. The launch was successful and won a Virgo Award from the Virginia Association of Destination Marketing Organizations for Regional Marketing Initiative for the VisitNRV social launch. The continued parthership keeps the social media feeds fresh with ideas and destinations for travelers to experience.

Montgomery County VA Regional Tourism

State & Regional Memberships PROFESSIONAL ORGANIZATIONS The tourism program supports regional and state-wide initiatives and programs to further the reach of Montgomery County’s goals and presence.

2020 ANNUAL REPORT

Appendix 1

Page 6 For bylaws, appointments, and past agendas and minutes for the Montgomery County Tourism Development Advisory County visit: MONTVA.com/Tourism.

Montgomery County VA Regional Tourism

Appendix 2 Montgomery 2015

2016

2017

2018

Percent Change

2019

Travel Economic Impacts Employment

1,367

1,401

1,433

1,456

1,492

2.5%

Expenditures

$ 139,524,651

$ 143,835,800

$ 152,697,826

$ 160,344,317

$ 168,677,459

5.2%

Local Tax Receipts

$ 2,476,631

$ 2,603,012

$ 2,716,875

$ 2,795,709

$ 2,939,309

5.1%

Payroll

$ 26,606,258

$ 28,003,401

$ 29,794,829

$ 31,032,767

$ 33,100,871

6.7%

State Tax Receipts

$ 6,119,472

$ 6,424,335

$ 6,737,843

$ 6,976,120

$ 7,406,805

6.2%

Background These summary profiles represent locality-specific travel-related data kept by the Virginia Tourism Corporation for the years 2015-2019. Travel Economic Impacts (TEIM) The studies to estimate the domestic travelers’ spending estimates were conducted by the Research Department of the U.S. Travel Association (formerly known as TIA). The studies provide estimates of domestic traveler expenditures in Virginia and its 133 counties and independent cities, as well as the employment, payroll income, and state and local tax revenue directly generated by these expenditures. The data represent the direct travel impact estimates for the locality. These five impact estimates EXCLUDE indirect, or multiplier impacts. Expenditures represent the direct spending by domestic travelers including food, accommodations, auto transportation, public transportation, incidental purchases, entertainment / recreation and travel generatedtax receipts. Payroll represents the direct wages, salaries and tips corresponding to the direct travel-related employment. Employment represents the estimates of direct travel-related employment in the locality. State Tax Receipts represents the estimates of direct travel-related state taxes generated within the locality. These receipts include corporate income taxes, individual income taxes, sales and gross receipts taxes, and excise taxes Local Travel Receipts represents the estimates of direct travel-related local taxes generated within the locality. These include county and city receipts from individual and corporate income taxes, sales, excise and gross receipts taxes, and property taxes Percent Change column represents the percentage change in each category over the previous year. http://www.vatc.org/research/economicimpact/ 11/18/2020

Virginia Tourism Corporation

Page 1 Of 2 2020 ANNUAL REPORT

REG IONAL

TOU RISM

Contact: E-mail: Info@GoToMontVA.com Phone: 540.394.4470 Website: www.GoToMontVA.com Social Media: @GoToMontVA