Building Destination partnerships
Roanoke Valley Convention & Visitors Bureau
2015 PROGRESS REPORT Building Destination Partnerships
LEADERSHIP VIEWPOINT
Contents
Dear Tourism Stakeholders,
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2014-2015 Visitor Impacts: Spending, Hotel Room Demand, Room Revenue, Lodging Tax Revenue
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Travel Expenditures, Employment, State and Local Tax Receipts
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W. Lee Wilhelm, III Chair
Virginia Mountains Region
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Destination Marketing: PRSA Awards, eNewsletter & Social Media, Virginia’s Blue Ridge Campaigns
“Building Destination Partnerships” was our theme in 2015! With the combined investment from our five local governments (Cities of Roanoke and Salem and Counties of Roanoke, Botetourt and Franklin) and support from over 1,000 partners, Virginia’s Blue Ridge (VBR) region was noticed. The investment generated RECORD rooms sold and lodging tax revenue. According to STR, Inc., VBR sold 1,178,771 hotel rooms in 2015 increasing Room Demand by 6.2% or 69,283 more rooms over 2014. Comparing calendar year lodging tax collections, VBR governments collected $6,756,368 during 2015, or an increase of 10% over 2014. Tourism is BIG business and an economic driver for the region.
A great example of “Building Destination Partnerships” was the formation of the new Virginia Mountains Region. Virginia’s Blue Ridge fit better in Landon C. Howard a region representing our best asset, the mountains. President The Roanoke Valley Convention & Visitors Bureau also led the Destination Vision planning process for the region forging a future path of success for tourism and economic development.
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Convention & Sports Sales
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Public Relations
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Local Stakeholder Engagement
As the official destination marketing organization, we are committed to growing our tourism economy, attracting more visitors, more economic prosperity, 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.
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Partnership Services
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Visitor Services & Hospitality Training
Warm Regards,
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W. Lee Wilhelm, III
Destination Visioning Process
Chair
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Landon C. Howard President
Note – STR, Inc. formerly Smith Travel Research
Looking Ahead, Board of Directors, Staff
MISSION
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VIRGINIA’S BLUE RIDGE
The mission of the Roanoke Valley Convention & Visitors Bureau (RVCVB) is to promote Virginia’s Blue Ridge as a unique destination, with an outstanding
64
81
ROANOKE
95
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.
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460
VT
77 220
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The Roanoke Valley in Virginia’s Blue Ridge boasts the largest metropolitan center in the Blue Ridge Mountain chain.
Front and back cover – McAfee Knob (Roanoke County)
www.VisitVaBlueRidge.com
Building Destination partnerships
VISITOR IMPACTS $784
GENERATED
EQUIVALENT OF
MILLION
=
spending in VIRGINIA’S BLUE RIDGE
$181.29
$2,558
in STATE & LOCAL TAXES
per resident injected into the
for every resident of our region
LOCAL ECONOMY
GROWTH
6 YEARS of INCREASED VISITOR SPENDING IN VIRGINIA’S BLUE RIDGE
HOTEL ROOM DEMAND
ROOM REVENUE $100,000,000
1,200,000
Rooms Sold
Room Revenue
$99,778,880
1,178,771 $95,000,000
1,150,000
1,100,000
1,109,488
$90,000,000
$91,208,913
1,085,730 1,050,000
$85,000,000
1,056,484
$85,724,882 $83,148,287
1,000,000
$80,000,000
997,490
$78,391,404
975,622
950,000
2010
2011
$75,000,000
2012
2013
2014
2015
$75,023,204 2010
Source: STR, Inc.
2011
2012
2013
2014
2015
Source: STR, Inc.
LODGING TAX REVENUE 5.3% 1.4%
18.0%
Locality
2015 Revenue
City of Roanoke (8% tax rate).......................$4,355,709 City of Salem (8% tax rate) .........................$1,027,499 61.0%
County of Roanoke (7% tax rate)..................$1,282,315 County of Botetourt (5% tax rate)....................$376,700 County of Franklin (5% tax rate).....................$101,758
14.3% Source: Local governments
2015 PROGRESS REPORT
$7,143,981
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Building Destination partnerships
IMPACT
providing JOBS & TAX REVENUE
IN VIRGINIA’S BLUE RIDGE
TRAVEL EXPENDITURES
EMPLOYMENT 7,700
$800,000,000
Employment
Expenditures
$775,000,000
$784,452,109
$750,000,000
$754,714,762
$725,000,000
$730,369,364
$700,000,000
7,600
7,602 7,500
7,450
7,400
$703,604,146
7,300
$675,000,000 7,200
$650,000,000
$650,570,772
7,236 7,162
7,100
$625,000,000
7,082 7,000
$600,000,000
2010
2011
2012
2013
2010
2014
Source: Virginia Tourism Corporation
2011
2012
2013
2014
Source: Virginia Tourism Corporation
STATE & LOCAL TAX RECEIPTS
PAYROLL $160,000,000
$56,000,000
Payroll
State & Local Tax Receipts
$55,588,166
$55,000,000
$155,000,000
$155,280,772 $54,000,000
$150,000,000
$150,006,752
$54,374,223
$53,000,000
$145,000,000 $52,000,000
$52,412,806
$142,508,106
$140,000,000
$51,000,000
$134,891,665
$50,932,827
$135,000,000
$50,000,000
$134,891,665
$49,000,000
$130,000,000
2010
2011
2012
2013
2014
Source: Virginia Tourism Corporation
$49,350,368 2010
2011
2012
2013
2014
Source: Virginia Tourism Corporation
TOURISM IS BIG BUSINESS 2
www.VisitVaBlueRidge.com
Building Destination partnerships
Formation of the VIRGINIA MOUNTAINS REGION was made official on May 11, 2015 Virginia’s Blue Ridge (including the Counties of Botetourt, Franklin and Roanoke along with the Cities of Roanoke and Salem), Virginia’s Western Highlands (including the Counties of Alleghany, Bath, Craig, Highland and City of Covington) and Bedford County announced the formation of the new Virginia Mountains Region. “Collectively this new identity embraces a brand name with a better sense of place,” stated Carey Harveycutter, Director of Tourism, City of Salem and Virginia Mountains Region liaison. Mr. Harveycutter went on to say, “This
Rita McClenny, President & CEO of the Virginia Tourism Corporation, is recognized for her support of the Virginia Mountains Region
designation better defines what the region has to offer, where the region is located and more importantly gives visitors an accurate description of the region.” Randall Rose, Senior Development Specialist with the Virginia Tourism Corporation added, “Virginia’s majestic mountains and the towns within them are as iconic as they come, inspiring travelers to visit and experience their next great adventure through our peaks and valleys. Virginia Tourism Corporation is proud to showcase the natural beauty, charming downtowns and amazing tourism assets that are a part of the Virginia Mountains Region. We look forward to working with our enthusiastic local tourism partners who supported the collaborative effort to incorporate the Virginia Mountains Region designation.” Virginia Mountains Region partners
2015 PROGRESS REPORT
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Building Destination partnerships
Destination Marketing The RVCVB launched a new responsive website in April 2015. This responsive site allows
over
0 600ni,q0u0 e
viewers to see the same information on all devices, as well as provide better optimization on search engines.
u visitors
web/mobile site visits: WON A NATIONAL OUTSTANDING ACHIEVEMENT AWARD In the Travel/Tourism Category for website design and development
+
605,792 80,191
website & mobile unique visitors inquiries
685,983 TOTAL
calculated visits & impact:
x
685,983 .47
x
322,412 $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 $223,753,928 estimated in direct spending 2015 PRSA Silver Lin Chaff Award for the Virginia’s Blue Ridge website
chocolatepaper is thrilled to partner with the CVB in showcasing the richness of Virginia’s Blue Ridge. Whether welcoming guests to our region or downtown to our store, the CVB provides resources for all of us! – Melissa Palmer, chocolatepaper
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www.VisitVaBlueRidge.com
Building Destination partnerships
eNewsletter & Social Media 79%se consumer database: 127,727 increa
104%se social media: 82,679 increa
Web Banner Ad
73,918 likes
380 followers
2,733 followers
798 followers
4,490 followers
360 followers
The Roanoke Valley Convention & Visitors Bureau is an unmatched mouthpiece for growing our economy and quality of life and it’s obvious that they love what they do. Their personal connection to our patrons makes them a priceless partner in our business and for our community! – JD Sutphin, Big Lick Entertainment
Virginia’s Blue Ridge Campaigns A Spring/Summer and a Fall campaign were developed in 2015. These campaigns were more successful as a results of these corporate sponsors:
FINKS · VIRGINIA TECH · ROANOKE/BLACKSBURG REGIONAL AIRPORT · ALLEGIANT AIR
Virginia’s Blue Ridge digital billboard promotion at Virginia Tech games
Fly. Play. Win. campaign
Fly. Play. Win. Web Banner Ad
2015 PROGRESS REPORT
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Building Destination partnerships
Conventions & Sports Sales SALES PRODUCTIVITY
· Virginia Welcome Center Seminar
48 Booked Groups:: 37 Booked Room Nights: 13,151
· Leads Distributed: · ·
TOURISM INDUSTRY-RELATED BOOKINGS
· VA-1 Conference
March 2016
November 2016
· Virginia Recreation & Park Society
November 2016
· Virginia Society of Association Executives
May 2017
CONVENTIONS & SPORTS HOSTED ·
37 groups representing 13,534 Attendees
SPORTS ·
90+ sporting events were held in Virginia’s Blue Ridge
ATTENDED MULTIPLE INDUSTRY TRADE SHOWS, INCLUDING: · NASC, RCMA, VSAE, Connect Marketplace, and Connect Sports
The Salem Half Marathon was announced – November 18, 2015 and will take place October 15, 2016
SPORTING EVENTS HOSTED: The Roanoke Valley in Virginia’s Blue Ridge welcomed
127
teams from 31 states for the ASA/USA Girls 14U Class A Fast Pitch National Championship, July 24 – August 1, 2015. Teams and families contributed to over
7,000 total
room nights during the week long national championship and brought a direct spending of $3.7 million to our community.
Welcome event for ASA/USA Girls 14U Class A Championship
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www.VisitVaBlueRidge.com
Building Destination partnerships
Supporting the efforts of the Roanoke Valley Convention & Visitors Bureau is a priority for us. They are great advocates for Virginia’s Blue Ridge region, with diverse programs implemented by sincere, dedicated team members. The results of those programs are tangible and essential to their partners and the region. – Hilton Garden Inn-Roanoke
MEDICAL CONFERENCE HOSTED: Virginia’s Blue Ridge was honored to host the fifth installment of the premier North American conference, Collaborating Across Borders (CAB V) in September 2015. Nearly 800
people from several different countries
attended. “The conference brought together a growing community of people, professions, and organizations committed to collaboration as the best way of providing quality for our patients and better health outcomes,“ said David Trinkle, M.D., Associate Dean for Community and Culture at the Virginia Tech Carillion School of Medicine.
Medical Tourism is a growing regional opportunity with VTC, Jefferson College of Health Sciences and the City of Roanoke.
CAB V Photo Album 2015 PROGRESS REPORT
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Building Destination partnerships
Public Relations
media /pr results:
1 13 tRo N ON
RETU ENT INVESTM
4
hosted media tours
59
number of journalists hosted
66,199,299 $1,328,041
media coverage circulation total advertising equivalency
Top 10 Mid-Sized American Cities to Visit (Roanoke) – World Property Journal / 2015
A PERFECT
ROAD TRIP
Received a Gold PRSA Award for the 2014 Progress Report
at any time of the year
–
find your trail: 15 SPECTACULAR HIKES
around the USA (McAfee Knob) – USAToday.com / June 5, 2015
The Class J611 steam engine arrives back in Roanoke after full restoration with a huge welcoming crowd
The Roanoke Valley Convention & Visitors Bureau has been most supportive of the Harvester Performance Center. Since we have opened in April 2014, they have been extremely helpful in directing visitors to our venue. We are grateful for their conscientious attention to our business though referrals, the Visitor Information Center and keeping visitors abreast of our music venue. Thank you for everything you do! – Sheila Silverstein, Assistant General Manager, Harvester Performance Center
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www.VisitVaBlueRidge.com
Building Destination partnerships
Local Stakeholder Engagement Annual meeting - June 25, 2015 The 30th Annual RVCVB Meeting was held on June 25th at the City Market Building. Our theme was Building Destination Partnerships. Bill Geist of DMOproZ shared details of the Destination Vision Plan and awards were given to dedicated partners and stakeholders.
Attendees at the Annual Meeting along with unique themed centerpieces for Building Destination Partnerships
Bill Geist, President of DMOproZ, presented the Destination Vision Plan
The Virginia Museum of Transportation received the Golden Star Award for initiating the FireUp611 campaign to restore the historic steam engine. (Note: Larry Landolt with Tour
Roanoke was awarded the Tourism Ambassador Award and Trixie Averill, Virginia Tourism Corporation Board member received the RVCVB Past Chairs’ Tourism Excellence Award)
1st Annual Holiday Open House - December 10, 2015 Networking is essential to SUCCESS! The Bureau held the first annual Holiday Open House in the Visitor Center lobby to thank our tourism partners and stakeholders for the
economic impact successes in 2015.
2015 PROGRESS REPORT
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Building Destination partnerships
Partnership Services
PARTNERSHIP GROWTH ALLOWS FOR ENHANCED OPPORTUNITIES - In 2015, the free partnership program continued to grow, reaching a record 1,071
business partners.
- With a continuously growing partnership, the RVCVB continues to conduct monthly Partner Extranet training programs to enable our partners to enhance their presence on our website. Our Arts & Culture promotion is stronger than ever, offering enhanced connections and training sessions for artists and performers. Our website Artist Directory now includes
over
143 individual artists. - Our new responsive website enhanced the presence of the Wedding section by placing it as a main navigation point in the industry headers on the site, allowing visitors easier access to locating information about destination weddings in the region. The Wedding section now includes over
230 businesses, including wedding venues, all types of wedding vendors and services, as well as helpful information to plan your wedding in Virginia’s Blue Ridge. - Expanded partnerships with 8
regional breweries brought Blue Ridge Beerway,
forth the branding of the Virginia’s
which includes printed rack brochures and promotion of a new URL:
Weddings Section of VisitVaBlueRidge.com
www.VABeerway.com that resides on the RVCVB website. THE RVCVB CONTINUES ITS PARTNERSHIP WITH ARES TRAVEL INC. WHICH CONTINUES TO PROVIDE ENHANCEMENT TO OUR WEBSITE AS WELL AS CONTRIBUTING $54,395 IN ATTRACTION TICKETS, FLIGHTS, CAR RENTALS AND HOTEL ROOM SALES.
Roanoke Valley CVB does an incredible job marketing the entire region including small businesses like ours. Their creative use of websites, branding, advertising, social media, networking and media tours are definitely helping to showcase the great tourism assets we have in the Virginia’s Blue Ridge region. We are very appreciative that Botetourt County decided to join this great marketing organization and have seen first-hand the benefits of this regional cooperative effort. Thanks again for all the good work, keep it up. – John Mays, Owner, Twin River Outfitters
INFORMATION BROKER MACRO-ECONOMY Potential Customers
Virginia’s Blue Ridge Tourism Industry
Consumers Travel Agents Tour Operators Meeting Planners
Attractions
Roanoke Valley Convention & Visitors Bureau
Restaurants Hotels Rental Cars Retail
VBR Connects – Co-op Marketing Luncheon
The Roanoke Valley Convention & Visitors Bureau (RVCVB) serves as an information broker for Virginia’s Blue Ridge (VBR) macro tourism economy, representing and working with over 1,000 hospitality and tourism businesses and government partners.
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www.VisitVaBlueRidge.com
Building Destination partnerships
Visitor Services & Hospitality Training The Visitor Services team welcomed out-of-town guests to Virginia’s Blue Ridge daily last year at the Visitor Information Center. The Center opened special hours on Thanksgiving Day to greet over 13,000 Drumstick Dashers. The staff was also on hand to welcome back the Class J611 Steam engine behind our building.
VISITOR SERVICES MAKES AN IMPACT IN VARIOUS WAYS: · Staff on segway to assist visitors with information during 12 major event weekends · Staffed over 12 information tables at meetings, sports groups and festivals · Shipped over 95,500 Visitor’s Guides and maps to Welcome Centers, AAA offices and distribution outlets · Fulfilled 2,521 visitor requests via mail · Assisted with 2,115 partner referrals · Hosted 30 AAA Travel Counselors · Trained over 50 front line staff · Virginia Welcome Center exhibited Virginia’s Blue Ridge displays for the month of July on I-77 North
Customer Service Excellence in Hospitality Training workshop
· Virginia’s Blue Ridge Geocache logged over 250 total visits
Excellent Customer Service Leads to
Visitor Services team staffed several information tables throughout the year
REVIEW
“Southern Hospitality” Reviewed September 26, 2015
I always stop at visitor’s centers whenever I go someplace I have never been before. Here, the staff were extremely friendly and helpful. Not only did they give us information about Roanoke, but also maps and information on our eventual destination, Smith Mountain Lake. She also advised us on the best route to get from Roanoke to Smith Mountain Lake....
2015 PROGRESS REPORT
The Roanoke Valley Convention & Visitors Bureau has been an outstanding promoter over the years for the travel and tourism industry. Their partnership with the City of Salem has been remarkably successful, particularly with sports groups. Every year, there are several national and regional tournaments hosted in Salem, bringing in thousands of visitors from all over the country. Our restaurant thrives on this business and we proudly support the Roanoke Valley CVB in strengthening our economy. – Bob Rotanz, Mac and Bob’s Restaurant, Salem
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Building Destination partnerships
Destination Visioning Process A GREAT PLACE TO LIVE IS TYPICALLY A GREAT PLACE TO VISIT! In the summer of 2014, the Roanoke Valley Convention & Visitors Bureau (RVCVB) embarked upon an ambitious destination visioning process to identify opportunities to help guide the region’s future development. To assist the effort, the Bureau engaged the services of DMOproZ (formerly known as Zeitgeist Consulting) to direct the process that included a comprehensive destination assessment, in-depth conversations with key community leaders, governmental officials and several rounds of focus groups and listening sessions in which residents of Virginia’s Blue Ridge could offer their input into the plan. Ultimately, this process produced a series of mind maps that will guide destination development conversations and advocacy over the next decade.
DMOproZ Bill Geist presents to several stakeholders
The RVCVB held several community visioning sessions where over 350 participants shared their thoughts on the region’s destination vision from tourism stakeholders to elected officials, as well as business leaders and young professionals. Mind maps were created as a result of this collaborative effort. Shown below is our consolidated mind map.
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www.VisitVaBlueRidge.com
Building Destination partnerships
Looking Ahead The 2030 Destination Vision Plan represents a guide to the future of regional tourism. The Roanoke Valley Convention & Visitors Bureau Board of Directors have identified items in the vision plan to forward and enhance the attractiveness of (and visitation to) Virginia’s Blue Ridge. Utilizing a prioritization tool, the Board identified the most important initiatives before the destination and will be working with stakeholders to accomplish these goals.
Board of Directors W. Lee Wilhelm, III
Shirley B. Holland
Jeffrey A. Marks
R. Carey Harveycutter, Jr.
McNeil Roofing, Inc. Chair
WDBJ Television, Inc. Vice Chair
Kenneth Lanford
Doug Blount
Pete Larkin
Roanoke County Parks, Recreation & Tourism
Jeremy Carroll
Glenn, Feldmann, Darby & Goodlatte
Richard L. Caywood County of Roanoke
Renee “Butch” Craft
The Roanoker Restaurant
Tarah Holland
County of Franklin (1/2015 - 6/2015)
Entre Computer Center Past Chair
City of Salem Treasurer
Dave Andersen
Dominion Lodging (1/2015 - 6/2015)
Barton J. Wilner
Carilion Clinic Secretary
Lanford Brothers Company, Inc.
Charles A. Price, Jr.
Susan E. Short, Ph.D.
Harrison Museum of African American Culture
Virginia Tech
James E. Taliaferro, II
Office of Congressman Robert W. Goodlatte (VA-6)
James Revercomb, Jr.
Gary Larrowe
Charles L. Robbins, III
BB&T (Retired) (1/2015 - 6/2015)
The Hotel Roanoke & Conference Center
Christopher P. Morrill
Brent Robertson
Joyce Waugh
Bhanu Patel
Douglas B. Robison
Gretchen Weinnig
Richard “Pete” Peters
Ssunny Shah
Leonard Wheeler
County of Botetourt City of Roanoke
La Quinta Inn – Roanoke Salem Botetourt County Parks, Recreation & Tourism (1/2015 - 11/2015)
Roanoke Mountain Adventures
County of Franklin
City of Salem
Gary D. Walton
Roanoke Regional Chamber
Wasena City Tap Room and Grill Baymont Inn & Suites Salem
Fink’s Jewelers
Wheeler Broadcasting
Staff ADMINISTRATION
MARKETING
Landon C. Howard
Debora Wright
Heidi R. Mowry
Catherine Herlocker
President
Director of Administration
SALES Alex Michaels
Director of Sales
Kelly D. Burd-Adams Director of Accounts
Erica Musyt
National Sales Manager
Director of Marketing
PUBLIC RELATIONS & VISITOR SERVICES Catherine Fox
Director of Public Relations & Tourism
Partnership & Marketing Sales Manager
Taylor Ricotta
Alexandra Chitwood
Part-Time Staff: Visitor Services Leads Holly Marden
Partnership & Marketing Sales Specialist
David Aldridge
e-Marketing Manager
Shannon Keener
Events Marketing Coordinator
Public Relations & Visitor Services Coordinator
Renee Sala Jane Smith
Weekend Part-Time Ahondryea Brooks
Lori Phillips
Sales & Services Manager
Jenna Pendleton
Sales Administrative Specialist
Amelia Glaser Antoinette Hatten Ray Keys Heidi Miller Wayne Sanburn Velma Thomas
Volunteers:
2015 PROGRESS REPORT
Ann Andrews Hugh Brown Elizabeth Callahan Joe Cummings Terry Eastman Marlene Efkeman
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Building Destination Partnerships
ROANOKE VALLEY CONVENTION & VISITORS BUREAU 101 Shenandoah Ave. NE – Roanoke, VA 24016-2044 – 540.342.6025
WWW.VISITVABLUERIDGE.COM