FISCAL YEAR 2022 ANNUAL REPORT
Thank you for your support of VisitNorfolk and all that you do to propel Norfolk’s hospitality and tourism industry. Our success is your success, and we look forward to another prosperous year ahead.
A SUCCESSFUL YEAR IN REVIEW
We supported Norfolk’s hotels in generating $136.8 million in room revenue, a 16.2 percent increase from the last pre-pandemic fiscal year (2018–2019). This surplus (17.9 percent above goal) generated $1.8 million in additional, unanticipated tax dollars for the City of Norfolk.
We have much to celebrate this year at VisitNorfolk. After facing tremendous hardships in the hospitality and tourism industry, we’ve emerged strengthened and renewed. Our city and our organization has undergone many changes in light of the pandemic, but one thing that hasn’t changed is our steadfast commitment to promoting Norfolk’s unique experiences and expansive amenities. Each team at VisitNorfolk has played a role in our organization’s success, from staffing events to servicing tour groups to promoting our digital efforts. We’re especially proud of the achievements made in FY22 (July 1, 2021–June 30, 2022).
With our diverse community and visitor audiences at the forefront of consideration, VisitNorfolk is increasing focus on diversity, equity and inclusion practices and policies, with all senior leaders completing the Destinations International master’s course on DEI. We’re committed to taking further steps aimed at fostering an inclusive and accessible experience for all visitors.
– KURT KRAUSE | President & CEO of VisitNorfolk
As the hospitality and tourism industry has greatly changed over the last two years, we’ve also been changing course. At VisitNorfolk, we’re dedicated to promoting Norfolk’s unique experiences and expansive amenities as the best city of its kind to start, study and stay. This past fiscal year, our support of local businesses and community leaders has helped to elevate our city from a “nice to see” destination to a “necessity” destination. Destination overview 1.2 million+ Room Nights 38 Local Hotels $ 136 million Economic Impact + = $109 Average Daily Rate 66.7% Average Occupancy tourismabout3rd Economic driver in the city 3.9 million+ Passengers flew in/out of NorfolkAirportInternational (July 2021 to June 2022) 244,000+ Total Amtrak ridership with 2 daily round trips (July 2021 to June 2022) 180,000+ Cruise passengers welcomed to our city this year $53 million+ Tax generated from Tourism
VisitNorfolk’s brand has evolved to fit the city’s unique identity. In FY22, we revamped our website to offer a more curated user experience, launched City With Bite Season Two, and created our City Guide in-house to reflect the unique, authentic vibe of Norfolk. Our marketing efforts have piqued the interest of more travel writers, bloggers and influencers, all eager to promote Norfolk as a destination.
Our culinary campaign, City With Bite, launched with Season Two this fiscal year featuring another eight local restaurants and received over 1.5 million+ completed video views.
OUR CAMPAIGNS
Marketing & Communications
Feeding off Norfolk’s positive momentum, the digital-first Change Course campaign continued to showcase the city as a “must-see” tourism destination. Through its four-month campaign runs in the late summer and fall of 2021 and the late winter and spring of 2022, the initiative generated over 30 million impressions across 8+ markets, with 10,500 unique hotel bookings.
45,000+ Restaurant visits 3,500+ Hotel bookings 2,500+ Attractions visits
575,000+ Unique website views 350+ New local businesses“Norfolkpromotedisoneof
VisitNorfolk welcomed 30 travel writers and influencers to our city — resulting in great coverage and features in Outside Magazine, Forbes, Thrillist, Arlington Magazine and Northern Virginia Magazine. Norfolk was also highlighted in 13 Instagram reels totalling more than 839,000 video views.
the fastestgrowing mid size cities in the country.” – Leah Small
WEBSITE RE-BRANDING
CITY GUIDE MAGAZINE
PUBLIC RELATIONS
VisitNorfolk launched a brand new website with a mobile-first design, reimagined back end and revolutionary experience engine allowing users to view content specifically curated for them.
“Find a bustling waterfront, historic districts, a burgeoning foodie scene, and a stimulating arts neighborhood.” – Kemi Ibeh Local businesses engaged and supported 5,400+ Online views 70,000 Copies distributed to locals/visitors
175+
For the first time in history, VisitNorfolk curated our visitor guide in-house by designing it as an inspiration guide for both visitors and locals alike.
An increase in travel has led to positive impacts for our sales and convention services teams. This was the first year since the COVID-19 pandemic that VisitNorfolk’s Sales Team has participated in trade shows and that our Convention Services team began welcoming groups back to our city. This past fiscal year, we hosted 79 site visits, and we welcomed and provided services for over 190 groups. Sales & convention services $60,000+ million Economic Impact 220,000+ Rooms booked by our sales team 32,000+ Conventions attendees
DESTINATIONS INTERNATIONAL
Awarded in scholarships to students and hospitality workers
BRAND
Our Visitor Services team has welcomed many event attendees and cruise ship passengers to Norfolk and provided information on things to see and do. Visitors enjoy shopping our Mermaid Market, which increased sales by 36%. VisitNorfolk’s Mobile Visitor Center traveled to events both locally and regionally.
51,000+
VisitNorfolk staff Ophélie Le Livec was recognized as an international industry thought leader for Destinations International’s 30 Under 30 Class. USA City With Bite campaign was awarded as the 2021 Outstanding Video Storytelling and is now featured on Brand USA’s GoUSA streaming services. received
two awards
100+
100+ Local businesses and associations engaged with since inception
Our
Founded in 2004, the Norfolk Tourism Foundation (NTF) supports a robust city-wide tourism industry through research, workforce development, customer service training and education, demonstrating the industry’s positive impact on our local economy. foundationtourism$49,000+
Norfolk
Visitor Services & mermaid Market Visitors welcomed by our Mobile Visitor Center and Information Tables Events attended locally and statewide
thank you to our visitnorfolk Board of Directors Jeff Miller, Chair | Millers Energy Jim Carroll | Secretary/Treasurer Jack Ankerson, Ex Officio, NTF Chair Emeritus, Voice of Hampton Roads Jack Kavanaugh, NTF Chair, Ex Officio | Freemason Street Area Assoc. Hon. Kenny Alexander, Ex Officio | City of Norfolk LaVoris Pace, Ex Officio | City of Norfolk John Rhamstine, Ex Officio | SevenVenues Ted Baroody, Ex Officio | Norfolk Festevents, Ltd Dianna Starkey, Ex Officio | VRLTA Norfolk Chapter David J. Beatty | TowneBank Commercial Mortgage, LLC Doug Beaver | City of Norfolk Bruce Bishop | Willcox Savage Law Firm Charlie Braden | Norfolk International Airport Ukwensi Chappell | Gallerie Ukwensi Claudell Clark | Hampton Roads Sports Commission Robert W. Cross | Virginia Arts Festival Larry Epplein | Norfolk State University Lindsey Janssen | BBL Hospitality Stephen Kirkland | Nauticus Jay Lang | Hampton University Mary Miller | Downtown Norfolk Council Erik Neil | Chrysler Museum of Art Judy Ocasio | AAA Tidewater Virginia Alan Smith | Truist Kathie Strauss | Norfolk Premium Outlets Jessica Trotman | Mahoney & Richmond, PLLC Tom Van Benschoten | Rover Cruises John Vellines | Howard Hanna Real Estate Services John Wessling | S.L.Nusbaum Realty Co. Darius Davenport, Legal Counsel | Crenshaw, Ware & Martin, PLC
