Visit Virginia's Blue Ridge - 2018 Progress Report

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VISIT VIRGINIA’S BLUE RIDGE

PROGRESS

REPORT

MESSAGE FROM THE CHAIR & PRESIDENT Visit Virginia’s Blue Ridge is committed to providing our governmental partners with the maximum return on their investment W. Lee Wilhelm, III Chair

while supporting the travel and tourism industry in our region.

Through collaborative efforts with over 1,400 industry partners, we are experiencing record growth across

Landon C. Howard President

the board. The 2018

Progress Report highlights ongoing strategic projects, such as the development of VBR Sports, the designation of a Silver-Level Ride Center and initiatives such as the Destination Vision Plan. In the coming year, we will continue to evolve as a top metro-mountain vacation destination, elevating the travel and tourism industry in Virginia’s Blue Ridge to even greater heights.

Biking at Explore Park

SMITH MOUNTAIN LAKE

TOURISM IS ECONOMIC DEVELOPMENT’S FIRST DATE 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 $850 million in direct Travel Expenditures. · Tourism-supported jobs totaled 7,945, including a payroll of $176 million while local and state tourism-related taxes derived from activity in VBR were $62.5 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.

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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.

VisitVBR.com · 2018 PROGRESS REPORT

1

Virginia’s Blue Ridge Tourism Industry Generated

$850

MILLION

IN DIRECT TRAVEL EXPENDITURES*

$62.5

MILLION

in STATE & LOCAL TAXES* employs nearly

Dinin g at M ac & Bob’s

7,945*

*Source: Virginia Tourism Corporation

OVERALL

RESULTS

un Hike Roaring R

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f Art – Museum o n a m b u a T

of Kyra courtesy

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Photogra

ark lmwood P E t a g n ti Ice Ska

OVERALL RESULTS

2018 MARKED THE 9TH CONSECUTIVE YEAR OF GROWTH Every day the team at Visit Virginia’s Blue Ridge works with our partners to grow the regional tourism industry. Our success is tied to the economic vitality of the region, fostering new businesses of all kinds – including new hotels that generate additional visitors, jobs, and millions of dollars of local and state taxes.

1,350,000

HOTEL ROOM DEMAND

1,319,457

1,300,000

1,250,000

8.9% ase

1,200,000

incre r ove 2017

1,150,000

1,100,000

1,050,000

1,000,000 ROOMS SOLD 950,000 2010 2011 2012 2013 2014 2015 2016 2017 2018

Source: STR, Inc.

HOTEL ROOM REVENUE

$112,728,599

117,000,000

110,000,000

103,000,000

7.9% ase

incre r ove 2017

96,000,000

89,000,000

82,000,000 ROOM REVENUE 75,000,000 2010 2011 2012 2013 2014 2015 2016 2017 2018

Source: STR, Inc.

VisitVBR.com · 2018 PROGRESS REPORT

3

David Wiens, Executive Director of International Mountain Bicycling Association (IMBA), announces the region as a Silver-Level Ride Center, the only center at this level east of the Mississippi River.

STAKING YOUR

CLAIM What happens when you market the place you do business more than the business you do.

Annual Meeting with Keyn ote Speaker Andrew Davis , Author of Town Inc.

4

Becoming America’s East Coast Mountain Biking Capital didn’t just happen overnight. It required a lot of hard work from the locals who created this culture and the multitude of services and amenities that support this culture. We are so incredibly attractive as a mountain biking destination that IMBA’s evaluators rated VBR with a perfect score on services available to mountain bikers and an almost perfect score on the amenities offered in the region. This is truly outstanding and gives credit to all of the hard work put in by so many.

– Lee Wilhelm

Cheers to Virginia’s Blue Ridge, America’s East Coast Mountain Biking Capital

VIRGINIA’S BLUE RIDGE STAKES OUR CLAIM! On May 17, 2018 at the Visit Virginia’s Blue Ridge Annual Meeting, it was announced that Virginia’s Blue Ridge became designated a Silver-Level Ride Center by the IMBA (International Mountain Bicycling Association). Note – There are 39 total IMBA Ride Centers, 15 Silver-Level Rider Centers in the world.

WHAT IT MEANS TO BE A SILVER-LEVEL RIDE CENTER: · Virginia’s Blue Ridge is a progressive trail community that values mountain biking · Offers a variety of mountain biking experiences for locals and visitors, with robust local accommodations for visiting mountain bikers · Offers extensive trail networks for mountain bikers of every skill level

WHAT THIS MEANS FOR VIRGINIA’S BLUE RIDGE: · Economic Impact benefits! · Puts VBR on the map with some of the greatest mountain biking destinations in the world. · Attracts enthusiasts of all levels to experience our Metro-Mountain Adventure through the variety of trails and destination amenities. · While Mountain Biking is a main attraction, ALL attractions are part of the mix for planning a vacation to VBR.

BIKING/ CYCLING Outdoor Recreation ARTS & Culture, Festivals, HISTORY,Shopping

Craft Food & BEVERAGE

Accommodations

VisitVBR.com · 2018 PROGRESS REPORT

5

CIAA Volley ball C hamp ionsh ip

VBR S tar, fo rmerl y Roa noke Star

Panel announces creation of VBR Sports – January 2018

Botetourt County

Roanoke County

6

VBR SPORTS WAS LAUNCHED IN 2018 AS A NEW REGIONAL INITIATIVE TO CAPTURE MORE SPORTS TOURISM MISSION STATEMENT: The mission of VBR Sports is to enhance the quality of life and

VBR SPORTS

ACTUALIZED BOOKINGS

96

100 80

74

economy of Virginia’s Blue Ridge by being the leader in promoting and hosting youth, amateur, collegiate and professional sporting events.

60

250e% ase

incrr 2016

40

ove

27

20 2016

2017

2018

n Peters and Vice Chair Jaso er ok Ho a th ar M r ai Roanoke County Ch ribbon at Mayflower Hills Disc Golf e th ng tti cu

lem USA Softball in Sa

Salem Mayor Randy Foley, CIAA Commissioner Jacqie McWilliams and Roanoke Mayor Sherman Lea welcome the CIAA to Virginia’s Blue Ridge

VisitVBR.com · 2018 PROGRESS REPORT

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VTC Influencers preparing for a float with Twin River Outfitters

Outdoor Blogger Summit Panel

PUBLIC

RELATIONS visiting Black @otis_unleashed

8

Dog Salvage

Outdoor Blogger Summit – October 2018

tdoor Media Tour Booker T. Washington Ou Point – June 2018 VTC Influencers at Ballast

THE WORLD IS HEARING ABOUT VIRGINIA’S BLUE RIDGE MEDIA/PR RESULTS: 240

number of writers

Visit VBR hosted 158 writers in market with an 82 additional writers and digital influencers at various shows and deskside appointments.

696,974,997

media coverage circulation

$1,775,920

total advertising equivalency

314

articles produced

OUTDOOR BLOGGER SUMMIT

#TRAILSETTER · #2018OBS Visit Virginia’s Blue Ridge hosted over 100 bloggers, influencers and outdoor brands during the Outdoor Blogger Summit in October 2018.

VisitVBR.com · 2018 PROGRESS REPORT

9

GETTING SOCIAL WITH VIRGINIA’S BLUE RIDGE OVER

155,650

SOCIAL MEDIA FOLLOWERS

124,728 followers

22,760 followers

4,996 followers

1,031 followers

1,138 followers

997 followers

SOCIAL MEDIA &

MARKETING VBR CHEERS TRAIL PASSPORT PROGRAM The Virginia’s Blue Ridge Cheers Trail is a celebration of our local craft beverages and a fun way for locals and visitors to discover the unique flavors of the region.

VIDEO

ENGAGEMENT:

211,159 23,500 = TOTAL MINUTES WATCHED 234,659 (OVER 3,910 HOURS) MINUTES WATCHED

MINUTES WATCHED

10

TOP 10 BLOG POSTS

RESULTED IN NEARLY

260,000 PAGE VIEWS

TOP 3 BLOG POSTS FOR 2018: 2018 Fall Color Schedule Visit the 7 Natural Wonders 10 Epic Mountain Bike Trails

SOCIAL MEDIA & MARKETING

AVERAGE OF

9.36ea% se

3,975

incr m fro 2017

UNIQUE VISITORS PER DAY

UNIQUE VISITORS TO

VisitVBR.com:

1,450,965 2,030,493

visits to the website

3,643,859 page views

60%

31%

VIEWED THE WEBSITE ON A MOBILE DEVICE

CALCULATED WEB/MOBILE SITE VISITS & IMPACT:

x

1,459,403 .47

x

685,919 $694

9%

VIEWED THE WEBSITE ON A DESKTOP COMPUTER

VIEWED THE WEBSITE ON A TABLET

WEBSITE GROWTH BY YEAR 1,450,000

% of inquirers who visited

(source: Texas A&M Conversion Study)

1,450,965

1,400,000 1,311,864 1,164,928

1,050,000

2.2 party size X 2.4 days X $131.43 spending (source: Texas A&M Conversion Study)

IMPACT $476,028,070 ESTIMATED IN DIRECT SPENDING

700,000 587,214 350,000 0

2015

VisitVBR.com · 2018 PROGRESS REPORT

2016

2017 2018

11

VBR MEETINGS BOOKINGS MORE THAN EVER BEFORE! 85

actual groups booked

18,905

room nights requested

111

leads

CONNECT DC

MEETINGS

& SALES 6–8 ke March o n a o R l t Hote vention a how n o C ) n o S Trades iati IT c C o s E s A A S s V Held vention ng & Con ti e e M n ristia rs MCA (Ch R Partne C B e V th h d it te w o Hos VSAE Exp

MEETINGS HELD IN VIRGINIA’S BLUE RIDGE:

12

Valkyrie Riders Club Annual Event

Children’s Engineering Convention

Airport Rountable Series

Southeast Travel Counselors Alliance

RoadRUNNER Magazine Conference

CMCA

PARTNER ENGAGEMENT

MORE VBR PARTNERS AND REGIONAL ENGAGEMENT THAN EVER BEFORE! Hospitality Training Workshops with VWCC: 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.

NUMBER OF

MEMBERS/PARTNERS

1,415

IN 2018:

Airport Hospitality Training

Partner Meeting in Botetourt

PARTNERSHIP

ENGAGEMENT

& ANNUAL MEETING

Tourism Ambassador Award presented to Kristine McCormick

Golden Star Award presented to Mayor Sherman Lea

ANNUAL MEETING

Visit VBR Past Chairs’ Tourism Excellence Award presented to Barton J. Wilner

VisitVBR.com

13

DESTINATION VISION PLAN (DVP) – PLANNED REGIONAL TOURISM GROWTH THAT DOES NOT HAPPEN BY CHANCE Visit VBR is continuing to work on the DVP goals and objectives that will serve as a long-term road map for tourism in the region.

For example – Development of attractions or facilities needed to become a top destination for leisure outings, sporting events or meetings, ultimately taking tourism to the next level.

ISHED JECTS ESTABL O R P P V D G N I ONGO

IN 2018:

DESTINATION

VISION PLAN

rk Camping Explore Pa n y Expansio a w e lu B d n Greenway a

Eight arts and cultural attractions in the City of Roanoke offer a discounted joint pass called the Star City Pass. The pass allows for one visit to each attraction and offers a 31% discount versus individual ticket prices.

The Star City Pass is a unique package opportunity to showcase Roanoke and the region. The ability to explore these attractions at a discounted rate will potentially lure visitors to the region and encourage them to stay longer.

– Landon Howard

Regional Wayfinding

VBR Sports Launched Enhanced Transportation: Airport and Amtrak

14

Silver-Level Ride Center

Comprehensive Calendar of Events

VBR Cheers Trail

Hospitality Training

Sports Facilities Study

Board of Directors W. Lee Wilhelm, III

Doug Blount

McNeil Roofing, Inc. Chair

Roanoke County Parks, Recreation & Tourism Treasurer

Shirley B. Holland

Barton J. Wilner

Carilion Clinic Secretary

Dave Andersen

Dominion Lodging

Gretchen Beedle

The Conner Group

John Carlin

WSLS-TV 10

Meg Carter Freelance Writer

Bob Cowell City of Roanoke

Renee “Butch” Craft

The Roanoker Restaurant

Entre Computer Center Past Chair

Michael Hamlar

Shaleen Powell

Hamlar-Curtis Funeral Home

Roanoke Cultural Endowment

Hist:Re Partners, LLC

Kenneth Lanford

James Revercomb, Jr.

David B. Trinkle, M.D.

Pete Larkin

Ssunny Shah

Lanford Brothers Company, Inc. Office of Congressman Robert W. Goodlatte (VA-6)

Gary Larrowe

County of Botetourt

Mark S. Lucas

Lucas Therapies, PC

Daniel R. O’Donnell County of Roanoke

Lucas Thornton

Roanoke Mountain Adventures Baymont Inn & Suites Salem

John Shaner

City of Salem Parks & Recreation

Susan E. Short, Ph.D.

Virginia Tech Carilion School of Medicine

Joyce Waugh

Roanoke Regional Chamber

Leonard Wheeler

Wheeler Broadcasting

Christopher L. Whitlow

Virginia Tech

Franklin County

James E. Taliaferro, III City of Salem

Staff ADMINISTRATION Landon C. Howard President

Heidi R. Mowry

Director of Operations/Assistant to the President

MARKETING & COMMUNICATIONS

PUBLIC AFFAIRS & DESTINATION DEVELOPMENT / VISITOR SERVICES

Debora Wright

Catherine Fox

Vice President of Marketing & Communications

David Aldridge

Digital Marketing Manager

SALES & SERVICES Ray Ezelle

Vice President of Sales & Services

Ashley Hinkle Director of Meetings & Conventions

Bree Nidds

Taylor Spellman

Public Relations Manager

Shannon Keener

Senior Digital Marketing & Events Coordinator

Marlee Richardson

Marketing Data/CRM Coordinator

Director of Sports Development

Vice President of Public Affairs & Destination Development

Brady Woolwine

Public Affairs & Destination Development Coordinator

Holly Marden

Events Coordinator

Visitor Information Center Part-Time Staff:*

Jane Smith, Visitor Services Lead Amelia Glaser, Visitor Services Specialist, Level 1

VISITOR SERVICES SPECIALISTS (Part-Time):

Caitlin Schmelz

Destination Services Coordinator

Mary Cywinski Destination Services Coordinator

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 · 2018 PROGRESS REPORT

15

SUPPORTING GOALS AND OBJECTIVES IDENTIFIED IN THE 2030 DESTINATION VISION PLAN ANNUAL REPORT

N:

FOUNDATIO E H T Y B D E T R O P P U PROJECTS S

REGIONAL WAYFINDING 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.

Salem Golf Course Salem Museum

Carvins Cove Roanoke County

P

Roanoke College City of Salem

Every session of the vision plan mentioned the need for better signage for Virginia’s Blue Ridge. This initiative is underway with Downtown Roanoke Inc., the Foundation for Downtown Roanoke and VBR governmental partners. Branding the region’s wayfinding signage will provide visitor’s a better way to navigate the area.

Fincastle Historic District AMTRAK Station

Ballast Point Brewery Botetourt County

Link & History Museums City of Roanoke

VDIR.5 Vehicular Directional (6” Message - over 25MPH)

VDIR.3 Salem Vehicular Directional (4” Message - 25MPH or less)

VDIR.4 Vehicular Directional (6” Message - over 25MPH)

Established November 15, 2016

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 and the outdoors.

The Foundation is working to support

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

of projects identified in the 2030

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

Destination Vision Plan conducted by

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

– W. Lee Wilhelm, III, Foundation President

SCULPTURE Artist – Jim Collins Hill Climb, 2016 (Aluminum) Donated to the City of Roanoke by Visit Virginia’s Blue Ridge Foundation in acknowledgement as America’s East Coast Mountain Biking Capital an IMBA Silver-Level Ridge Center.

activities that promote the advancement

Visit Virginia’s Blue Ridge.

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

Shirley B. Holland Carilion Clinic Secretary

Doug Blount Roanoke County Parks, Recreation & Tourism Treasurer

Barton J. Wilner Entre Computer Center

Bob Cowell City of Roanoke

Gary Larrowe County of Botetourt

Daniel R. O’Donnell County of Roanoke

Ssunny Shah Baymont Inn & Suites Salem

Susan E. Short, Ph. D. Virginia Tech

James E. Taliaferro, III City of Salem

Christopher L. Whitlow Franklin County

ADMINISTRATION: Landon C. Howard Visit Virginia’s Blue Ridge President

Having ways to sustain a vital and growing community makes having a Foundation critical to success.

– Shirley B. Holland, Carilion Clinic

Runner up for

BEST REVITALIZED DOWNTOWN

Roanoke makes the list of

The 7 Most Epic, Secret Mountain Bike Trails in America

– Best of the Mountains, Blue Ridge Country Magazine | April 2018

– Men’s Journal | September 2018

ROANOKE NAMED A

BEST U.S. MOUNTAIN BIKE TOWN with the Lowest Cost of Living

FEATURED TRAIL TOWN

– American Trail Running Association | March 2018

– Singletracks | March 2018

25

1 OF

MOST BEAUTIFUL East Coast Destinations

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

– Vacation Idea | April 2018

Runner up for

TOWN ON MY BUCKET LIST

Smith Mountain Lake named a

– Best of the Mountains, Blue Ridge Country Magazine | April 2018

Best Fishing Lake or River – Best of the Mountains

by Blue Ridge Country Magazine | April 2018

2018 Favorite Destination – Expedia

ONE OF THE “TOP 6 SECRET MOUNTAIN BIKE DESTINATIONS IN THE U.S. – Bicycling Magazine | July 2018

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

VISITVBR.COM