Virginia's Blue Ridge - 2013 Progress Report

Roanoke Valley Convention & Visitors Bureau

2013 progress report

Leadership Viewpoint Dear Tourism Stakeholders, It is a new era for Virginia’s Blue Ridge tourism

CONTENTS

industry. Thanks to the new tourism agreement, the Roanoke Valley CVB has the ability to expand our reach into new target markets and ensure our region grows its share of meetings and sports groups as well

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Mission Statement, Board of Directors, Blue Ridge Parkway Visitation

as visitors.

W. Lee Wilhelm, III Chair

Our local tourism industry is now broadly recognized as a major economic engine for the region. Local public relations efforts and outreach have led to a

2

supportive business community and new partners.

We are proud to live in a popular metro-mountain

Staff, Tourism Impacts, How Travel & Tourism Benefits Virginia’s Blue Ridge

travel destination. Our tourism industry is increasingly known for delivering jobs, economic benefit and the

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Measurable Success: Macro-Economy, Lodging Tax Revenue, Hotel Room Demand

Virginia’s Blue Ridge brand promise.

Barton J. Wilner Past Chair

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With this positive momentum comes the opportunity to set a bolder vision for our destination marketing organization. The new brand communicates our organization’s strengths in leadership, expertise and professionalism. We are a broad umbrella representing

28th Annual Meeting and Tourism Awards

this region’s many distinct products and services.

5

As the voice for Virginia’s Blue Ridge’s tourism industry, we are committed to growing our tourism

Public Relations, Southeast Tourism Society Shining Example Award

6

Destination Marketing

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Conventions & Sports Sales, Motorcoach Tour Sales

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Visitor Services & Hospitality Training, Partnership

economy while further engaging the local community.

As we embark on this new era, we pledge our continued focus on delivering more visitors, more

Landon C. Howard President

economic benefit, 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

Barton J. Wilner Landon C. Howard

Chair

Past Chair

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State of the Bureau, Budget History

www.visitvablueridge.com

President

mission statement The Roanoke Valley Convention & Visitors Bureau (RVCVB) exists 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.

Board of Directors W. Lee Wilhelm, III

Gary D. Walton

Barton J. Wilner

Richfield Retirement Community Chair

The Hotel Roanoke & Conference Center Secretary

Entre Computer Center Past Chair

Jeffrey A. Marks

R. Carey Harveycutter, Jr.

WDBJ Television, Inc. Vice Chair

City of Salem Treasurer

Dave Andersen

Pete Larkin

Douglas B. Robison

Dominion Lodging

Office of the Honorable Robert W. Goodlatte (VA-6)

Wildflour Market & Bakery

Roanoke County Parks, Recreation & Tourism

Mary Beth Layman

Ramada Inn Conference Center

Jeremy Carroll

Christopher P. Morrill

Glenn, Feldmann, Darby & Goodlatte

City of Roanoke

Renee “Butch” Craft

Dharmendra Patel

The Roanoker Restaurant

Samip Management

B. Clayton Goodman, III

Richard “Pete” Peters

County of Roanoke

Botetourt County Parks, Recreation & Tourism

Doug Blount

Vinton War Memorial

Shirley B. Holland

Charles A. Price, Jr.

Carilion Clinic

Harrison Museum of African American Culture

Tarah Holland County of Franklin

Ssunny Shah Susan E. Short, Ph.D. Virginia Tech

James E. Taliaferro, II City of Salem

Joyce Waugh Roanoke Regional Chamber of Commerce

John Williamson RGC Resources, Inc. (7/2013-12/2013)

Charles L. Robbins, III

Kenneth Lanford

BB&T (Retired)

Lanford Brothers Company, Inc.

BLUE RIDGE PARKWAY Visitation Blue Ridge Parkway visitation entering the Roanoke Valley from six exits in the region decreased 11.8% in 2013. (Factors - Facilities closed due to funding or Government Shutdown)

YEARLY TOTALS 2010

2011

2012

1,252,741

1,320,408 (5.40% change)

1,359,191 (2.94% change)

2013 1,159,768 (-11.8% change)

2013 PROGRESS REPORT

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STAFF (March 2014) ADMINISTRATION

MARKETING

Landon C. Howard

Debora Wright

Heidi R. Mowry

Trena S. Pividal

President

Director of Administration

CONVENTION SALES

PUBLIC RELATIONS & VISITOR SERVICES

Director of Marketing

Catherine Fox

Director of Public Relations & Tourism

Customer Relationship Management (CRM) / Marketing Coordinator

Christa Stephens

Catherine Herlocker

Vice President of Sales

Partnership / Marketing Sales Coordinator

Public Relations & Visitor Services Manager

Kelly D. Burd-Adams

David Aldridge

Part-Time Staff: Visitor Services Leads Holly Marden

Michael R. Unanue

Director of Sales

e-Marketing Coordinator

Volunteer Staff:

Jane Smith Weekend Part-Time Shannon Keener Kayla Land Eva Lynn Angela Tabor Velma Thomas

Gary W. Crizer

National Sales Manager

Vickie Meeks Miller

Convention Sales & Services Coordinator

Christopher Nicholas

Ann Andrews Hugh Brown Elizabeth Callahan Joe Cummings Terry Eastman Marlene Efkeman

Sales Research Coordinator

Tourism Impacts

How Travel & Tourism Benefits

VIRGINIA'S BLUE RIDGE

Measured Results: Tourism is BIG Business which creates “economic impact” and furthers economic development.

As a result of the RVCVB achieving the primary objective, the following 2012 numbers* will expand over time:

TRAVELERS

– Virginia’s Blue Ridge Visitor Spending: $730 million – Virginia’s Blue Ridge Visitor-Related Jobs: 7,230 – Virginia’s Blue Ridge Visitor-Related Payroll: $142.5 million – Virginia’s Blue Ridge Visitor-Related State and Local Tax Collections: $52.4 million *Source: Virginia Tourism Corporation

2013 Tourism Impacts

$15,000,000 Conventions & Sports Sales

$801,150 Motorcoach Tour Sales

+

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Shopping

DINING Museums

ATTRACTIONS

Hotels

Nightlife Art Galleries

CAMPING

concerts

SPORTS CONCESSIONS

FUEL

Jetski Rentals

OUTFITTERS

B&Bs

$56,570,184 Leisure Travel

$ 72,371,334 Generated by the RVCVB

JOBS, PAYROLL, SALES TAX, MEALS TAX, LODGING TAX Benefits local businesses, schools, property owners, residents

www.visitvablueridge.com

mEASUREABLE SUCCESS The Roanoke Valley Convention & Visitors Bureau

INFORMATION BROKER MACRO-ECONOMY Potential Customers

(RVCVB) serves as an information broker for Virginia’s Blue Ridge (VBR) macro tourism

Virginia’s Blue Ridge Tourism Industry

economy representing and working with over 625 hospitality and tourism businesses and government partners including the Cities of Roanoke and Salem

Consumers

and Counties of Botetourt, Franklin, and Roanoke.

Attractions

Travel Agents Tour Operators

The RVCVB’s primary objectives are to expand

Restaurants

Roanoke Valley Convention & Visitors Bureau

market-size as monitored by two key measures: Hotels

– Hotel Room Demand, which is the measure of

Rental Cars

Meeting Planners

the number of rooms sold in the VBR region.

– Lodging Tax Revenue, which are Transient

Retail

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.”

Lodging Tax Revenue 5.6%

HOTEL Room Demand 2,000,000

1.3%

Rooms Sold

1,080,000 1,060,000

16.1%

1,040,000 1,020,000

61.1%

1,000,000 980,000 960,000

15.9%

940,000 920,000 900,000

Locality

2009

2013 Revenue

City of Roanoke (7% / 8% tax rate). ............. $3,750,764 City of Salem (7% / 8% tax rate)..................... $977,824 County of Roanoke (5% / 7% tax rate)............ $988,827

2012

2013

2009

2010

2011

2012

2013

916,661

975,622

997,490

1,056,484

1,085,730

ROOM REVENUE

County of Franklin (5% tax rate).......................$77,233

2009

$6,140,249

2011

ROOMS SOLD

County of Botetourt (5% tax rate). ................ $345,601

Source: Local governments

2010

$71,952,926

2010

2011

2012

2013

$75,023,204

$78,391,404

$83,148,287

$85,591,610

Source: Smith Travel Research

2013 PROGRESS REPORT

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28th Annual Meeting Regional Tourism Agreement for Virginia’s Blue Ridge Officially Signed

Photo taken at the Roanoke Valley Convention & Visitors Bureau 28th Annual Meeting – May 22, 2013 Signing the agreement from left to right – Barton J. Wilner (Board Chair, RVCVB), The Honorable Randy Foley (Mayor, City of Salem), The Honorable Michael Altizer (Chairman of the Board, County of Roanoke), The Honorable David Bowers (Mayor, City of Roanoke); Included in the photo – Virginia State Delegation, City of Roanoke Council, City of Salem Council, Roanoke County Board of Supervisors, Rita McClenny, President & CEO Virginia Tourism Corporation

For over two years, the Roanoke Valley Convention & Visitors Bureau (RVCVB) has been working to increase funding for tourism promotion. Support was sought from Roanoke County and the Cities of Roanoke and Salem to agree to a predictable revenue source of funding for the RVCVB. The RVCVB agreed to use this additional money for enhanced tourism marketing initiatives. As of January 1, 2013, the Transient Occupancy Tax increased in the Cities of Roanoke and Salem from 7% - 8% and in Roanoke County from 5% - 7%. These local governments have agreed to invest 3 percentage points of collections to the RVCVB, adding an estimated $1 million dedicated to marketing Virginia’s Blue Ridge. This is a big accomplishment for regional cooperation and the beginning of a new era for tourism.

2013 Tourism Awards Announced

Awards presented by Bart Wilner and Landon Howard Tourism Ambassador Award The Patrick A. McMahon Tourism Ambassador Award is presented annually to an individual for their outstanding efforts, dedication and support toward the promotion of the region and its many tourism attributes.

Award Recipient - John Shaner, Director, City of Salem Parks & Recreation

Golden Star Award The Golden Star Award is presented to an individual or organization in recognition for their outstanding service and commitment toward the economic growth of the tourism industry.

Award Recipient - Virginia’s Blue Ridge Hospitality Association – Cathy Ring, President, accepted on behalf of the Association

Chairs’ Tourism Excellence Award The Chairs’ Tourism Excellence Award is presented by the RVCVB’s Past Chairs in recognition of an individual who exemplifies leadership, service and commitment to the tourism industry in the region and the state. It recognizes an individual’s lifetime achievements in developing and promoting our industry.

Award Recipient - Dr. Jim Sears, General Manager of Center in the Square

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www.visitvablueridge.com

Public Relations Media/PR Results – Media Tours – 4 – Number of Journalists Hosted – 92

Touring the Salem Farmer’s Market

– Media Coverage Circulation – 96,772,535 – Media Coverage Advertising Equivalency – $1,214,475

Media tour at the Botetourt County Courthouse

Southeast Tourism Society Shining Example Award The City of Roanoke, City of Salem and Roanoke County received the 2013 Governmental Tourism Leadership Shining Example Award from the Southeast Tourism Society (STS). Each year, the Society honors an elected official (city, county, state or federal) whose support or influence greatly enhances the tourism industry.

This is the first time a joint jurisdictional nomination has been awarded.

All three governments banded together in support of the Roanoke Valley Convention Accepting the award in Jacksonville, FL – (pictured from left to right) From the City of Salem, City Manager Kevin Boggess and Mayor Randy & Visitors Bureau (RVCVB) by signing a regional tourism agreement. “This is a big Foley, Roanoke County Vice Chair Charlotte Moore, City of Roanoke accomplishment for regional cooperation and the beginning of a Mayor David Bowers and Landon Howard, President of the RVCVB. new era for tourism,” said Bart Wilner, Past Chair of the RVCVB. “This is all about building a regional destination for Virginia’s Blue Ridge creating more jobs and increasing local revenue.

We are already beginning to see the benefits of this investment with tourism numbers trending upward with more hotel rooms sold and more lodging tax revenues collected than at any point in our history.”

The Shining Example Awards have been a tradition since 1985 and were started by the STS, an organization dedicated to the promotion and development of tourism to its 12 member states of Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, Virginia and West Virginia.

2013 PROGRESS REPORT

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Destination Marketing The RVCVB placed an aggressive online marketing program including search engine optimization (SEO), search engine marketing (SEM), with pay per click (PPC) and banner advertising. This, along with an increase in mobile traffic and a lead generating program, produced an increase of over 47% in overall inquiries.

e-Newsletter Program – e-Newsletter Program nearly QUADRUPLED! (compared to 2012) – Opt-in database went from 19,000 to over 76,000 – Niche Markets include Outdoor Recreation, Arts and Culture, Family Fun and Nightlife

In addition, the RVCVB focused on communicating with the existing database through eNewsletters to turn “warm” leads into “hot” leads. This program along with the sweepstakes programs has almost quadrupled, with a total opt-in database of over 76,000.

Leisure Travelers 307,816 Unique Website Visitors 90,881 Unique Mobile Site Visitors 93,904 Inquiries 492,601 TOTAL

x

492,601 .44 % of inquirers who visited (Source: 2013 Conversion Study)

x x

216,744 2.9 people in party (Source: VTC) $90.00 daily trip spending per party (Source: VTC)

$56,570,184 in Direct Spending The Blue Ridge Mountains are 400 million years old.

Estimated $115,611 in free advertising

Advertising Agency Selected

It’s OK if you make time stand still for a moment.

Access and Mikula-Harris partnered to develop a comprehensive marketing and advertising campaign that promotes travel to Virginia’s Blue Ridge. A fourteen person Agency Selection Committee, led by Shirley Holland, dedicated many hours over four months to hire this primary agency. The goal of the initiative is to heighten the brand awareness of Virginia’s Blue Ridge

The opportunities for outdoor recreation are endless in the Roanoke Valley. There are hundreds of miles of scenic

region and increase tourism to the area.

trails for hiking, biking, running and horseback riding. The famous Appalachian Trail follows a mountain ridge through the region, while a beautiful urban greenway winds through the heart of the valley. Follow a trail to happiness in Virginia’s Blue Ridge.

www.visitvablueridge.com

Fall Sweepstakes

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www.visitvablueridge.com

Advertising from new campaign

Conventions & Sports Sales Participated in Eight (8) Tradeshows – Met with 370 meeting or sports professionals – Partnered with the Virginia Tourism Corporation and four (4) VA CVB’s in Association Forum of Chicagoland – Collaborated with local industry representatives to partner in the Association Executives of North Carolina (AENC) RVCVB staff works with VTC Co-op Tradeshows

Sales Productivity – Leads: 42

Conventions and Sports Hosted and Serviced – 33 groups representing 35,000+ participants and provided a direct spending of $15+ million

Sports – 80+ sporting events were held in Virginia’s Blue Ridge

Association Executives of NC Holiday Showcase

International Conference selects Roanoke Valley in Virginia’s Blue Ridge: Dr. David Trinkle led the effort to secure the International Conference of Collaborating Across Borders (CAB V). The Collaborating Across Borders conference series launched in 2007 as an interprofessional venue where educators, clinicians, researchers, policy makers and students from Canada and the United States engage in rich and productive dialogue regarding interprofessional education, practice and research.

Dr. David Trinkle lead the Virginia’s Blue Ridge team including N.L. Bishop, Jefferson College, and Landon Howard to Vancouver Canada to win the CAB V Conference.

CAB V will be held September 27 – October 1, 2015 in Virginia’s Blue Ridge with approximately 1,000 attendees.

Motorcoach Tour Sales The RVCVB attended the American Bus Association Marketplace and the joint marketplace with Virginia Motorcoach Association and North Carolina Motorcoach Association. Tracking reports indicated 279 overnight motorcoach tours occurred in the last year representing 6,850 overnight rooms.

Sightseeing tours with step-on guides

Tour Leads (new business)............................................14 Bookings.......................................................................11 Guided tours conducted by the RVCVB.........................41 Total Estimated Economic Impact.........................$801,150

2014-15 Virginia Tour Planning Guide

2013 PROGRESS REPORT

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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?

– Fulfill visitor inquiries – Create and maintain an ongoing events calendar for the region – 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, Santa by Rail and train excursions.

– Conduct Customer Service Excellence Hospitality Training Workshops – Host a AAA Travel Counselor FAM tour and in 2013 a Virginia Welcome Center 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. – Provide visitor information via Segway Ambassador at key events Six Customer Service Excellence Hospitality Training workshops were held for 133 attendees, including a special training session provided for the Green Ridge Recreation Center staff.

Hospitality Training at Green Ridge Recreation Center

Hosted AAA Travel Counselor FAM Tour

Partnership FREE Partnership for Funding Jurisdictions The RVCVB moved from a membership-based organization to a consumer-based partnership organization providing new FREE opportunities for tourism and hospitality businesses in our five funding jurisdictions which include Botetourt, Franklin and Roanoke Counties and the Cities of Roanoke and Salem.

Partnership has grown by over 56% this year to include 625 partners.

Free partnership and a new connection to arts and culture in our region has broadened our promotion of arts organizations and galleries and included the creation of an artist directory on our website.

This partnership base expansion now better represents the destination.

The RVCVB continues to offer monthly training sessions for our Partner Extranet to provide partners a means to input their information that appears on our website and mobile site. Since implementation of the program we have trained over 208 partners.

Many thanks to our partners for providing $101,972 of in-kind goods and services. This amount leverages our capabilities to make a greater impact for our key programs.

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www.visitvablueridge.com

STATE OF THE BUREAU

0.8%

11.3% 1.3% 2.1%

The Roanoke Valley Convention & Visitors Bureau is an independent 501(c)(6) non-profit corporation. The Bureau is supported by funding from 5 local governments and partnerships.

13.6% 51.5%

19.4%

Funding Sources for FY 2013/2014

City of Roanoke............................................................................................................................................. $1,412,431 County of Roanoke........................................................................................................................................... $533,184 City of Salem.................................................................................................................................................... $371,927 County of Botetourt............................................................................................................................................. $57,026 County of Franklin.............................................................................................................................................. $36,652 State Grants & Miscellaneous Funds................................................................................................................. $310,176 Partnership........................................................................................................................................................ $20,500

$2,741,896

% OF BUREAU BUDGET DEVOTED TO MARKETING

2009/2010 66.2%

2010/2011 74.0%

2011/2012 77.9%

2012/2013 75.2%

2013/2014 76.7%

Budget History The Bureau’s budget increased 68.5% in FY 2013/2014.

2,750,000 Total Budget

Marketing Budget

2,500,000 2,250,000 2,000,000 1,750,000 1,500,000 1,250,000

FY 2009/2010

FY 2010/2011

FY 2011/2012

FY 2012/2013

2013 PROGRESS REPORT

$2,103,981

$2,741,896

$1,223,368

$1,627,133

$1,015,066

$1,303,546

$982,456

$1,327,243

500,000

$929,400

750,000

$1,403,652

1,000,000

FY 2013/2014

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66

Virginia’s Blue Ridge 64

81

ROANOKE

64

460

VT

95 77 220

40

The Roanoke Valley in Virginia’s Blue Ridge boasts the largest metropolitan center in the Blue Ridge Mountain chain.

Roanoke Valley Convention & Visitors Bureau – visitvablueridge.com 101 Shenandoah Ave. NE – Roanoke, VA 24016-2044 – 540.342.6025