Visit Virginia's Blue Ridge - 2017 Progress Report

VISIT VIRGINIA’S BLUE RIDGE

PROGRESS

REPORT 2 0 1 7

LOVE WHERE YOU LIVE

MESSAGE FROM THE CHAIR & PRESIDENT Visit Virginia’s Blue Ridge continues to strive to build upon our goal of delivering what our partners W. Lee Wilhelm, III Chair

and localities want and need. We are grateful for the continued support and commitment.

The 2017 Progress Report highlights

SMITH MOUNTAIN LAKE

many of the strategic Landon C. Howard President

initiatives and

projects that our team put in place in 2016, implemented in 2017 and will continue to build upon in 2018. These initiatives were derived from the Destination Vision Plan and include VBR Sports, Mountain Biking, Craft Beer, Arts & Culture packaging and Customer Service training. In the coming year, we will continue to find the most effective ways to provide our localities with the maximum return on their investment supporting the growth of the travel and tourism industry in Virginia’s Blue Ridge.

FROM THE ANNUAL STATE OF THE COUNTY ADDRESS: We now live in a time of cooperation between local governments, a shared sense of community, and an understanding that our futures are tied together. Today, we plan together, share our resources, and support each other’s efforts. We have to. Our citizens expect it and our constantly changing world demands it.

Joe McNamara

Chairman, Roanoke County Board of Supervisors

VisitVBR.com

VIRGINIA’S BLUE RIDGE -

BUILDING A GREAT DESTINATION! In 2014, Visit Virginia’s Blue Ridge (VBR) Board of Directors approved a planning process that would bring together the Cities of Roanoke and Salem as well as the Counties of Botetourt, Franklin, and Roanoke to create a strategic plan for building Virginia’s Blue Ridge as a destination. After two years of input from over 300 community stakeholders, the 2030 Destination Vision Plan was completed in 2016 and ready to begin implementation.

The Board wisely realized that today’s destination marketing organizations must be advocates, planners, and managers for all aspects of the destination’s future. “The 2030 Destination Vision Plan allows our Visit VBR Team to work with regional leaders toward a well thought out destination, instead of one that happens by chance,” explained W. Lee Wilhelm, Chair of the Visit VBR Board of Directors. “This plan will not sit on a shelf. Action steps are monitored quarterly and the plan is revised annually to take full advantage of destination opportunities.”

PROJECTS THAT HAVE BEEN COMPLETED OR ARE IN PROGRESS INCLUDE: Centralized Calendar of Events

Virginia Western Workforce Training Partnership specific to Hospitality Training

Enhanced Mountain Bike Trails and Facilities

Tourism Zone Development – Salem established these zones

VBR Sports Initiative Explore Park Master Plan Supportive Role

VBR Destination Events – Go Cross, Salem Half Marathon and Creature at Carvins Cove

Amtrak Service began

IMBA Ride Center Partnership

Greenway and Blueway enhancements

Star City Attractions Pass Support

Additional hotels opened or projected to be developed

Bikes, Beer & Brains Sub-brand

Completed Sports Facility Feasibility Study

Visit VBR Foundation Established

Regional Wayfinding Plan

Air Service Improvement Support

Regional Governments Adopted VBR Brand

Botetourt County Gateway Project Support

The 2030 Destination Vision Plan has contributed to eight consecutive years of RECORD growth for Virginia’s Blue Ridge, but more importantly, it brings hundreds of thousands of visitors to our region annually, many who may have never considered coming here for any other reason other than a visit.

Build a place whe re E WANT TO L P O E P

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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.

2017 PROGRESS REPORT · Love Where You Live

1

Virginia’s Blue Ridge Tourism Industry Generated

$813

MILLION

IN DIRECT TRAVEL EXPENDITURES*

$60

MILLION

in STATE & LOCAL TAXES* employs nearly

7,878*

*Source: Virginia Tourism Corporation

ECONOMIC

IMPACT

2

Amtrak Ribbon Cutting

AMTRAK STARTED SERVICE IN VIRGINIA’S BLUE RIDGE

ECONOMIC IMPACT

8TH CONSECUTIVE YEAR OF GROWTH Every day the team at Visit Virginia’s Blue Ridge works with our partners to grow the local tourism industry. Our success is tied to the economic vitality of the region, fostering new businesses of all kinds – including new hotels that will generate additional visitors, jobs, and millions of dollars of local and state taxes.

HOTEL ROOM DEMAND 1,226,221

1,250,000

1,200,000

1,150,000

2.9% ase

incre m fro 2016

1,100,000

1,050,000

1,000,000 ROOMS SOLD 950,000

2010 2011 2012 2013 2014 2015 2016 2017

Source: STR, Inc.

HOTEL ROOM REVENUE 110,000,000

$105,218,901 103,000,000

96,000,000

3.8% ase

incre m fro 2016

89,000,000

82,000,000 ROOM REVENUE 75,000,000 2010 2011 2012 2013 2014 2015 2016 2017

Source: STR, Inc.

VisitVBR.com · 2017 PROGRESS REPORT · Love Where You Live

3

Hosted 2017 CIAA Football Championship in Salem and Cross Country Championship in Roanoke County

MEETING PLANNERS

& ATHLETES

LOVE VIRGINIA’S BLUE RIDGE

4

Hosted Rendezvous South, including 29 National Meeting Planners

MEETINGS & SPORTS

2017 SALES RESULTS 2017 was a RECORD year of hosting meeting and sports planners = Booked Business

MEETINGS & SPORTS SALES BOOKINGS IN 2017

Leads & Bookings Production

59

BOOKINGS

89

127

0

fro to 2016

2017

195 50

100

2016

incrme2015

38

LEADS

2015

43% ase

150

206

200

250

Hosted Harley Owners Group Rally June 7-10, 2017

Celebrated the 25th year of the Stagg Bowl Carey Harveycutter and John Shaner presented with Game Changers Award

Hosted 2017 CIAA Football Conference Championship Hosted 2017 USTA – Mid-Atlantic Mixed 18 Virginia Regional League Championship Sports Council at VBR Sports Launch

VisitVBR.com · 2017 PROGRESS REPORT · Love Where You Live

5

Grants awarded to Virginia’s Blue Ridge Awarded $50,000 Virginia Tourism Corporation Marketing Leverage Grant to implement the “Story Telling in Virginia’s Blue Ridge” program and $10,000 for the VTC CRUSH Friday Grant. This grant highlighted the following: Virginia’s Blue Ridge has identified three themed vacation ideas to entice the Crush Friday visitor: The first theme is outdoor recreation, Hit the Trails - It’s a Blue Ridge Friday campaign, targeting workers to get out and explore our amazing hiking, biking and/or paddling opportunities.

The second theme focuses on the region’s craft brewery scene, Cheers to a Blue Ridge Friday campaign. This campaign builds on the current popularity of local craft beer and how it continues to attract a diverse audience. The third campaign, Family Fun on a Blue Ridge Friday, casts a wider net in getting the whole family out on an extended weekend.

VISITORS

LOVE VIRGINIA’S BLUE RIDGE

6

VBR Sports Site Launched

MARKETING

CONSUMER

DATABASE:

22% ase

incre m fro 2016

180,263

UNIQUE VISITORS TO

VisitVBR.com:

1,311,864 1,806,381

visits to the website

3,289,885 page views

60%

VIEWED THE WEBSITE ON A MOBILE DEVICE

31%

WEB/MOBILE SITE VISITS:

+

1,311,864 19,325

website & mobile unique visitors inquiries

1,331,189 TOTAL

CALCULATED VISITS & IMPACT:

x

1,331,189 .47

x

625,658 $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 $434,207,228 ESTIMATED IN DIRECT SPENDING

9%

VIEWED THE WEBSITE ON A DESKTOP COMPUTER

VIEWED THE WEBSITE ON A TABLET

WEBSITE GROWTH BY YEAR 1,400,000 1,311,864 1,164,928

1,050,000 700,000 587,214 350,000 0

394,768

2014

2015

2016 2017

AVERAGE OF

3,594

UNIQUE VISITORS PER DAY

VisitVBR.com · 2017 PROGRESS REPORT · Love Where You Live

7

MARKETING

RISE & SHINE

in Virginia’s Blue Ridge.

Discover the many ways to fill your days with fun and adventure in Virginia’s Blue Ridge.

Enjoy mountain biking on the renowned trails at Carvins Cove, hiking on the famous Appalachian Trail and water sports on the region’s rivers and lakes. When you arrive in downtown Roanoke on Amtrak, you’ll be in walking distance of great dining, shopping and cultural attractions.

PLAN YOUR BLUE RIDGE DAY AT

VisitVBR.com #BlueRidgeDay 800.635.5535

NEXT STOP, ROANOKE Amtrak now serves Roanoke, in the heart of Virginia’s Blue Ridge. Arrive in downtown and discover all the region has to offer. Book online, download the mobile app or call 1-800-USA-RAIL. Book 14 days in advance and save up to 25% off.

Virginia.Amtrak.com | #Takethetrain

Amtrak Partnership

8

VisitVBR.com

MARKETING

Getting SOCIAL with Virginia’s Blue Ridge: OVER

135,965

SOCIAL MEDIA FOLLOWERS

111,190 followers

17,763 followers

4,349 followers

1,061 followers

880 followers

722 followers

NEW STORIES: INSTAGRAM

60,152 VIEWS

MAKING AN IMPACT WITH

ONLINE CONTENT The blog has provided us the opportunity to connect with potential visitors by creating specific, targeted content that will pique their interest in Virginia’s Blue Ridge. Sample itineraries, “Best of” lists, event previews, and features about new businesses showcase unique experiences while helping Visit Virginia’s Blue Ridge stand out from the cluttered digital media space. It’s helped the Visit VBR website take the next step of growing from an online travel directory to a dynamic resource with all kinds of information about the exciting things happening in the region.

TOP 10 BLOG POSTS

RESULTED IN NEARLY

260,000 PAGE VIEWS

TOP 3 BLOG POSTS FOR 2017: 2017 Fall Color Schedule Railroad History Itinerary 48 Hour Weekend Getaway Itinerary

2017 PROGRESS REPORT · Love Where You Live

9

Artisan Media Tour in Franklin County

TRAVEL WRITERS

LOVE VIRGINIA’S BLUE RIDGE

10 Greenway Ride with Travel Writers

VisitVBR.com

PUBLIC RELATION S

MEDIA/PR RESULTS: 75

number of travel writers hosted

from around the world, including Georgia, Colorado, Texas, New York, Arizona, California, Canada, Germany and more

590,310,011

media coverage circulation

$2,122,104

total advertising equivalency

Shop Roanoke AAA Go Magazine

Circulation: 1,200,000 Value: $29,800

114

articles produced

26 Under-the-Radar Southern Cities for Girlfriend Getaways

e

’s Blue Ridg Roanoke and Virginia Delta Sky

,000 000 Value: $516 Circulation: 5,400,

Value: $153,600

Train fans find history preserved in old railroad hub Value: $69,417

Ultimate East Coast Fall Foliage Guide CBS Local

Circulation: 400,781,966 Value: $33 3,985

11

Salem Half Marathon

OUR COMMUNITY

LOVES VIRGINIA’S BLUE RIDGE

12

Roanoke Star Soccer Club Logo Updated to Adopt VBR Brand

B U I L D I N G B R A N D AWA R E N E S S & E M B R A C I N G V I R G I N I A’ S B L U E R I D G E Branding the region as Virginia’s Blue Ridge portrays this area as a metro-mountain destination.

Adapting the brand the way these groups have incorporated into their name encompasses the region as a whole. As more businesses and professionals embrace the brand, the more we will succeed together.

Virginia’s Blue Ridge Water Tower 1st Annual Go Cross – Cyclocross at Fallon Park

October 1, 2017

Roanoke-Blacksburg Regional Airport embraces Virginia’s Blue Ridge

Racers at Creature from Carvins Cove

VisitVBR.com · 2017 PROGRESS REPORT · Love Where You Live

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PARTNER ENGAGEMENT

NUMBER OF

MEMBERS/PARTNERS

1,395

IN 2017:

10% ase

incrme2016 fro to 2017

Partnership with VWCC:

Virginia Western Community College Hospitality Training

Working collaboratively to develop a training program for Virginia’s Blue Ridge hospitality industry employees.

This program is an effort to significantly improve customer service and increase awareness of visitor offerings in Virginia’s Blue Ridge region.

Extranet 4.0 Launch and Training: Partners can login to Extranet 4.0 and customize their content on VisitVBR.com

Extranet Training Session

32ND ANNUAL MEETING

Tourism Ambassador Award – Leonard Wheeler

Golden Star Award – Roanoke County: Doug Blount & Dan O’Donnell

14

Visit VBR Past Chairs’ Tourism Excellence Award – Chris Morrill

VisitVBR.com · 2017 PROGRESS REPORT · Love Where You Live

BIKES: Enhanced Mountain Bike Trails

BEER: Botetourt County Administrator Gary Larrowe, Governor Terry McAuliffe, other state officials and Ballast Point team tap the first keg of Ballast Point’s East Coast beer. Photo courtesy of Gary Larrowe.

BRAINS: An opportunity to host more healthcare meetings in VBR, including the International Association of Medical Science Educators – June 2019 Scenes from the groundbreaking ceremony for the new Virginia Tech Carilion Biomedical Research Expansion. Speakers included Virginia Tech Carilion Research Institute Executive Director Michael Friedlander, Virginia Tech President Tim Sands, Roanoke Mayor Sherman Lea, Carilion Clinic Chief Medical Officer Patrice Weiss, Carilion CEO Nancy Howell Agee, and Virginia Governor Terry McAuliffe.

15

Board of Directors 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

Thomas C. Gates

Bhanu Patel

Ssunny Shah

Gretchen Beedle

Michael Hamlar

Shaleen Powell

John Shaner

Hamlar-Curtis Funeral Home

Roanoke Cultural Endowment

City of Salem Parks & Recreation

Kenneth Lanford

Charles A. Price, Jr.

Susan E. Short, Ph.D.

Dominion Lodging

County of Roanoke

The Conner Group

Kevin Boggess City of Salem

Lanford Brothers Company, Inc.

Jeremy Carroll

Glenn, Feldmann, Darby & Goodlatte (1/1/17 – 6/30/17)

Meg Carter

Pete Larkin

Office of Congressman Robert W. Goodlatte (VA-6)

Gary Larrowe

Freelance Writer

County of Botetourt

Robert Cowell

Mark S. Lucas

City of Roanoke

Lucas Therapies, PC

Renee “Butch” Craft

Christopher P. Morrill City of Roanoke (1/1/17 – 4/30/17)

The Roanoker Restaurant

La Quinta Inn – Roanoke Salem

Baymont Inn & Suites Salem

Virginia Tech

Harrison Museum of African American Culture (1/1/17 – 6/30/17)

Sherman M. Stovall

James Rivercomb, Jr.

Roanoke Mountain Adventures

Brent Robertson

City of Roanoke (5/1/17 – 8/31/17)

Lucas Thornton

Hist:Re Partners, LLC

County of Franklin

Joyce Waugh

Douglas B. Robison

Wasena City Tap Room and Grill (1/1/17 – 6/30/17)

Roanoke Regional Chamber

Leonard Wheeler

Wheeler Broadcasting

Staff ADMINISTRATION Landon C. Howard President

MARKETING & COMMUNICATIONS

PUBLIC AFFAIRS & DESTINATION DEVELOPMENT / VISITOR SERVICES

Debora Wright

Catherine Fox

Vice President of Marketing & Communications

Heidi R. Mowry

Director of Operations/Assistant to the President

David Aldridge

Digital Marketing Manager

SALES & SERVICES

Taylor Spellman

Public Relations Manager

Alex Michaels

Shannon Keener

Vice President of Sales & Services

Senior Digital Marketing & Events Coordinator

Ashley Hinkle Director of Meetings & Conventions

Bree Nidds Director of Sports Development

Caitlin Schmelz Destination Services Coordinator

Mary Cywinski (Part-Time) Destination Services Coordinator

Marlee Wertz

Marketing Data/CRM Coordinator

Vice President of Public Affairs & Destination Development

Brady Woolwine

Public Affairs & Destination Development Coordinator

Part-Time Visitor Center Staff:*

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 Renee Reed Wayne Sanburn

Volunteers:

Ann Andrews Joe Cummings

*Note: VBR Visitor Center is operated and staffed seven days a week

16

VisitVBR.com · 2017 PROGRESS REPORT · Love Where You Live

Established November 15, 2016

The Foundation is working to support activities that promote the advancement of projects identified in the 2030

ANNUAL REPORT PURPOSE OF THE FOUNDATION:

Destination Vision Plan conducted by Visit Virginia’s Blue Ridge.

– W. Lee Wilhelm, III, Foundation President

A. To leverage and develop the Virginia’s Blue Ridge region recreation-related and outdoor assets to encourage healthy, active engagement through recreation and the outdoors.

B. To strengthen the community narrative centered on recreation and the outdoors.

C. To develop physical amenities and festival and event offerings that enhance quality-of-life for residents and visitors alike.

D. To contribute to the economic development of Virginia’s Blue Ridge region.

E. To be organized and operated exclusively for purposes described in Section 501(c)(3) of the Internal Revenue Code.

PROJECTS:

VISIT VIRGINIA’S BLUE RIDGE FOUNDATION TRUSTEES: CURRENT TRUSTEES: W. Lee Wilhelm, III McNeil Roofing, Inc. President

Shirley B. Holland Carilion Clinic Secretary

Doug Blount Roanoke Country Parks, Recreation & Tourism Treasurer

Barton J. Wilner Entre Computer Center

Kevin Boggess City of Salem

New restroom installed at Bennett Springs

Robert Cowell City of Roanoke

Community partners worked together to promote the need for a restroom/changing room for Carvins Cove.

Contributions from Roanoke City Parks and Recreation, RIMBA, and Visit Virginia’s Blue Ridge Foundation, Avis Construction donated staff time and installation materials. This was another critical part of the criteria for the Ride Center.

Thomas C. Gates County of Roanoke

Gary Larrowe County of Botetourt

Brent Robertson County of Franklin

Ssunny Shah Baymont Inn & Suites Salem

Susan E. Short, Ph. D. Virginia Tech

ADMINISTRATION: Installing new bike fixit stations Eight bike fixit stations are used by mountain bikers to tighten or adjust bolts on their bike as well as add air to their tires. These stations are very important to the bikers given the remote locations and typically rough terrain. Having these repair stations will add critical points toward obtaining silver level ride center status. Carilion Clinic provided the support needed to fund eight repair stations.

Landon C. Howard Virginia’s Blue Ridge President

Having ways to sustain a vital and growing community makes having a

Regional Wayfinding Project

Foundation critical to success.

Tourism is playing an increasingly important role in Virginia’s Blue Ridge and providing a distinctive, attractive regional public sign system is vital to the economic impact success. Designs will be unveiled in 2018.

– Shirley B. Holland, Carilion Clinic

UPPER JAMES RIVER WATER TRAIL as a BEST RIVER TO FLOAT – Travel Channel | Summer 2017

Top U.S. Destination for 2018 – AARP | January 2018

25

1 OF

Best Place for Outdoor Singles -

Best of the Blue Ridge

– Blue Ridge Outdoors Magazine | 2017

U.S. Cities That Millennials Can AFFORD – and Actually Want to LIVE In

– The Penny Hoarder | July 2017

REASONS TO

GREAT AMERICAN SMALL CITY TO VISIT in 2018 – TripAdvisor

LOVE WHERE YOU LIVE

One of the 20 Best Mountain Towns in America – Men’s Journal | May 2017

25

1 OF

One of the 20 Greenest Cities in the Nation – Expedia Viewfinder | April 2017

7

TH TIME

– National Civic League

Great SCENIC Places to Retire – Forbes | November 2017

2018 Favorite Destination – Expedia

VISIT VIRGINIA’S BLUE RIDGE 101 Shenandoah Ave. NE – Roanoke, VA 24016-2044 – 540.342.6025

VISITVBR.COM