Visit Virginia's Blue Ridge - 2016 Progress Report

VISIT VIRGINIA’S BLUE RIDGE

2016 PROGRESS REPORT

STRENGTHENING DESTINATION PARTNERSHIPS

STRENGTHENING DESTINATION PARTNERSHIPS The Roanoke Valley Convention & Visitors Bureau officially changed its name to Visit Virginia’s Blue Ridge to support the brand, and to better exemplify what we do as an industry. At the 2016 annual meeting held at the Taubman Museum of Art, the new name was unveiled by our supportive jurisdictional partners.

Virginia’s Blue Ridge was officially adopted:

July 19

March 14

The unveiling of Visit Virginia’s Blue Ridge

February 23

BOTETOURT

Salem Roanoke

March 7

ROANOKE SMITH MOUNTAIN LAKE

December 20 Guest speaker, Virginia Tech President Timothy Sands

FRANKLIN

THANK YOU for supporting the new look for the brand.

Former Chairman Peters spoke of the successes of many different organizations and how they continue to strengthen the valley’s reputation as a competitive business location and an exceptional place to live and work.

On the Cover: Visit Virginia’s Blue Ridge was invited to showcase their logo by the Western Virginia Water Authority and Roanoke County Parks Recreation & Tourism. The water tower is strategically located at the Interstate 81 and Interstate 581 interchange. It can be seen by both Northbound and Southbound traffic entering I-581.

Jason Peters

Former Chair, Roanoke County Board of Supervisors

Completed November 2016 (photo credit – David Hungate)

VisitVBR.com

It’s All Connected.

Roanoke County’s support of the Water Tower project takes it one step further in branding the region.

MISSION:

Visit Virginia’s Blue Ridge is the official Destination Marketing Organization responsible for promoting the consumer brand by developing and executing comprehensive programs to attract more visitors to the region, resulting in a greater economic impact.

Message from the Chair & President

W. Lee Wilhelm, III Chair

On April 12,th 2016, we began a new era for tourism as Visit Virginia’s Blue Ridge, the region’s official destination marketing organization. Our seven consecutive years of growth can be credited to the support of our funding partners (including the Cities of Roanoke and Salem and the Counties of Botetourt, Franklin and Roanoke) and our 1,250+ industry partners who work collaboratively with us every day to make Virginia’s Blue Ridge the top mountain vacation destination in Virginia.

For the first time ever, Virginia’s Blue Ridge lodging industry experienced RECORD Room Revenue, totaling over $101 million, a 1.8% increase over the previous year.

Landon C. Howard President

Approximately 1.2 million hotel rooms were sold, resulting in an increase of 1.7% according to STR, Inc. A record number of sports groups and events held in 2016 attributed to this growth.

The Company’s Brand

The Region’s Brand

VIRGINIA’S BLUE RIDGE: WHAT’S IN A NAME? January 8, 2017 in the Roanoke Times Brand names lift up memories and associations we might have. A brand reputation is like a gem. Each of the jewel’s facets represents a fact, association, image or opinion you hold or experienced. The stronger that imagery is or the more positive the memories are, the stronger that brand Larry Hincker

connection...and the jewel sparkles ever more.

Retired Associate Vice President for University Relations at Virginia Tech

2016 PROGRESS REPORT: Strengthening Destination Partnerships

1

2016 FORMULA TO SUCCESS:

MEETINGS WEBSITE PUBLIC + ADVERTISING + & SOCIAL MEDIA + & SPORTS RELATIONS ACTIVITY SALES

Did you know that VISITORS TO VIRGINIA’S BLUE RIDGE GENERATED:

$190

in STATE & LOCAL TAXES

$800

MILLION

DIRECT TRAVEL EXPENDITURES IN

VIRGINIA’S BLUE RIDGE*

is the equivalent of

for every resident of our region*

$2,593 per resident

contributed to the

LOCAL ECONOMY*

EMPLOYS NEARLY

7,800*

VIRGINIA’S BLUE RIDGE

TOURISM INDUSTRY 2

Note: Population base for Virginia’s Blue Ridge (308,753) includes the Cities of Roanoke and Salem and the Counties of Botetourt, Franklin and Roanoke.

VisitVBR.com

*Source: Virginia Tourism Corporation

**Source: STR, Inc.

=

BRANDING·MORE VISITORS·INCREASED ROOM DEMAND·MORE ROOM REVENUE

7th

CONSECUTIVE

YEAR OF

GROWTH

HOTEL ROOM DEMAND

1,195,466 ROOMS SOLD**

HOTEL ROOM REVENUE

$101 MILLION**

2016

2016 PROGRESS REPORT: Strengthening Destination Partnerships

3

PUBLIC + RELATIONS

HOW

CARVINS COVE: Best Biking Trail – Best of the Blue Ridge

VIRGINIA’S BLUE RIDGE

– Blue Ridge Outdoors 2016

APPEARS TO THE WORLD!

media /pr results: number of travel writers hosted

44

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

165,312,122

media coverage circulation

$3,174,618.65

total advertising equivalency

Media Tour at Twin River Outfitters in Botetourt

articles produced

128 Trains Built Roanoke.

Science Saved It. Politico Magazine

ue Ridge Prime Time on thSoeuthBlern Living

By Jason Frye

,900 407 Value: $822 Circulation: 2,827,

Tracking Down History: All aboard for a train-themed weekend in Roanoke, Virginia

By Deborah Huso AAA World

Circulation: 2,063,819 Value: $285,859

Trains, Treasures, Trails & Troops: Roanoke Valley, Virginia’s Blue Ridge

4

By Patricia McNair Elks Magazine

Circulation: 752,630 Value: $201,6 00

+ ADVERTISING +

PARTNERSHIPS

WITH COMCAST & VIRGINIA TECH

Launched four new videos/commercials shown in target markets · Campaign with Comcast spots in feeder markets, as well as Virginia’s Blue Ridge region, resulting in $300,000 in additional exposure. · Completed four videos/commercial spots that promote the region – Destination, Outdoors, Family Fun, Arts & Culture

Virginia’s Blue Ridge digital billboard promotion at Virginia Tech games

To see the VIRGINIA’S BLUE RIDGE SPOTS:

NUMBER OF

MEMBERS/PARTNERS

1,262

IN 2016:

2 6 1,2

VisitVBR.com/region/videos

5 22 2010

PARTNERSHIP

2016 PROGRESS REPORT: Strengthening Destination Partnerships

2016

5

+ WEBSITE & SOCIAL MEDIA +

WEB/MOBILE SITE VISITS:

ACTIVITY

+ 1,200,000 900,000

300,000 0

394,768

2014 2015 2016

inquiries

CALCULATED VISITS & IMPACT:

1,164,928

587,214

website & mobile unique visitors

1,221,290 TOTAL

WEBSITE GROWTH BY YEAR

600,000

1,164,928 56,362

x

1,221,290 .47

x

574,006 $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 $398,360,372 ESTIMATED IN DIRECT SPENDING

NATIVE ADVERTISING CAMPAIGN RESULTED IN

191,356

visits to the website

52%

VIEWED THE WEBSITE ON A MOBILE DEVICE

CONSUMER

DATABASE:

173,586 6

35%

13%

VIEWED THE WEBSITE ON A DESKTOP COMPUTER

VIEWED THE WEBSITE ON A TABLET

UNIQUE VISITORS TO 95% e s a

incre m fro 2015

VisitVBR.com

VisitVBR.com:

1,164,928

+ WEBSITE & SOCIAL MEDIA + ACTIVITY

Getting SOCIAL with Virginia’s Blue Ridge: OVER

112,000

SOCIAL MEDIA FOLLOWERS

94,034 followers

686 followers

3,602 followers

919 followers

12,862 followers

573 followers

2016 BLOG LAUNCH

RESULTING IN NEARLY

400,000 PAGE VIEWS

TOP 3 BLOG POSTS FOR 2016: 13 Restaurants for Great Comfort Food 2016 Fall Color Schedule Visit the 7 Natural Wonders of Virginia’s Blue Ridge

PRSA Summit Award Visit Virginia’s Blue Ridge was presented with a 2016 Gold Summit Award from the Public Relations Society of America, Blue Ridge Chapter.

The category was Marketing Products or Services (For-Profit Organizations) Visit Virginia’s Blue Ridge Content Marketing Campaign.

Visit Virginia’s Blue Ridge accepts Gold Summit Award

2016 PROGRESS REPORT: Strengthening Destination Partnerships

7

MEETING

+ SALES

2016 SALES RESULTS 2016 was a RECORD year of hosting meeting and sports planners = Booked Business

MEETINGS & SPORTS SALES BOOKINGS IN 2016

Leads & Bookings Production

2015

59 89

BOOKINGS

incre2015 from 16 to 20

38

LEADS

0

2016

51%ase

3%

41 se incrme2a 015

195 50

100

Selected host of 2017 Harley Owners Group Rally.

(Virginia’s Blue Ridge will be the first regional rally)

150

fro to 2016

200

3 Familiarization Tours with 27 meeting planners

Announcing the HOG Rally

Meeting Planner FAM Tour with Virginia Tech President Timothy Sands

Established a remote office in Raleigh, NC to saturate the I-95 corridor feeder markets.

8

250

VisitVBR.com

SPORTS

+ SALES 2016 SPORTS HIGHLIGHTS 170 Sporting Events

up

20%

Hosted CIAA Football National Championship (originally slated for NC)

TEAMS

Mayor Lea performs coin toss at the CIAA Championship

Hosted 2016 Special Olympics NIT Softball Tournament Selected to host 20 VHSL State Championships for 2017 & 2018

Players at the Special Olympics NIT Softball Tournament

Hosted the NCAA Women’s and Men’s Division III Soccer Championships

Hosted 2016 ASA/USA Girls’ 12U Class A Fast-Pitch Softball National Championships

2016 PROGRESS REPORT: Strengthening Destination Partnerships

9

=

BRANDING

MORE VISITORS·INCREASED ROOM DEMAND·MORE ROOM REVENUE

PARTNERS

ADOPT THE BRAND:

Baggage Claim at the Roanoke-Blacksburg Regional Airport

Roanoke-Blacksburg Regional Airport ad located at the Berglund Center

Scoreboard at the Salem Civic Center

Smith Mountain Lake Chamber of Commerce Kiosk

DO YOU HAVE

10

?

ONE

Salem Fair entrance

VisitVBR.com

=

BRANDING

BRANDING

MORE VISITORS·INCREASED ROOM DEMAND·MORE ROOM REVENUE

THE REGION WITH SPORTING EVENTS 2016

TOURISM DEVELOPMENT INITIATIVES: Salem 8K

Mountain Biking Blue Ridge Ride Center Initiative

Region-wide Wayfinding Starting line at the Downtown Twilight Criterium

Signage directing visitors to key locations with a shared look

Centralized Calendar of Events A resource capturing events, sports and conference dates

Branding

Racers at Creature from Carvins Cove

Increasing the visibility and use of the Virginia’s Blue Ridge (VBR) brand

Established Visit Virginia’s Blue Ridge Foundation to assist with the Mountain Biking initiative and other product development initiatives. (November 2016)

2016 PROGRESS REPORT: Strengthening Destination Partnerships

11

2016 VIRGINIA PARTNERSHIPS LEAVING LASTING IMPRESSIONS OF VIRGINIA’S BLUE RIDGE:

Virginia Mountains Region BECAME OFFICIAL IN 2016!

HOSTED THE

Virginia Welcome Center Seminar

John Carlin emcees at the VA-1 event

HOSTED

VIRGINIA’S TRAVEL & VA-1 TOURISM CONFERENCE Doug Blount speaks to the Society

HOSTED THE

Virginia Recreation and Park Society Awarded $50,000 Virginia Tourism Corporation Marketing Leverage Grant to implement a comprehensive storytelling campaign. The campaign is focused on building brand awareness and showcasing stories/ experiences, images and video through content marketing.

12

VisitVBR.com

Board of Directors (12-31-16) 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

Pete Larkin

Dominion Lodging

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

Kevin Boggess

Gary Larrowe

City of Salem

County of Botetourt

Jeremy Carroll

Glenn, Feldmann, Darby & Goodlatte

Mark Lucas

Renee “Butch” Craft

Christopher P. Morrill

Thomas C. Gates

Bhanu Patel

Kenneth Lanford

Charles A. Price, Jr.

Lucas Therapies, PC

The Roanoker Restaurant

City of Roanoke

County of Roanoke

La Quinta Inn – Roanoke Salem

Lanford Brothers Company, Inc.

Harrison Museum of African American Culture

James Rivercomb, Jr.

Della Watkins

Brent Robertson

Joyce Waugh

Douglas B. Robison

Gretchen Weinnig Beedle

Ssunny Shah

Leonard Wheeler

Roanoke Mountain Adventures County of Franklin

Taubman Museum of Art Roanoke Regional Chamber

Wasena City Tap Room and Grill Baymont Inn & Suites Salem

Fink’s Jewelers

Wheeler Broadcasting

John Shaner

City of Salem Parks & Recreation

Susan E. Short, Ph.D. Virginia Tech

Staff ADMINISTRATION Landon C. Howard President

MARKETING & COMMUNICATIONS

PUBLIC AFFAIRS & VISITOR SERVICES

Debora Wright

Catherine Fox

Catherine Herlocker

Jenna Phillips

Alexandra Chitwood

Part-Time Staff:

David Aldridge

Weekend Part-Time Scot Bellavia Ahondryea Brooks Ernie Dale Amelia Glaser Antoinette Hatten Ray Keys Renee Reed Wayne Sanburn Velma Thomas

Vice President of Marketing & Communications

Heidi R. Mowry

Director of Operations/Assistant to the President

Marketing & Partnership Sales Manager

SALES & SERVICES Alex Michaels

Partnership & Services Specialist

Vice President of Sales & Services

Erica Musyt

Convention Services Manager

Lori Phillips

Sales & Services Manager

Kayla Crutcher

Sales & Services/CRM Manager

Ashley Woodlief

Senior National Sales Manager

E-Marketing Manager

Shannon Keener

Events Marketing Coordinator

Marlee Wertz

Marketing Data Analyst

Taylor Ricotta

Public Relations Manager

Vice President of Public Affairs & Development Public Affairs & Development Specialist Jane Smith, Visitor Services Lead

Volunteers:

Ann Andrews Joe Cummings Terry Eastman Marlene Efkeman

Staff re-structuring in 2016 - Based on the future of the region, Visit Virginia’s Blue Ridge team shifted into new roles mid-year. Positions were streamlined and a development role was created. The Visit Virginia’s Blue Ridge sales team was revamped with a new remote office established in Raleigh. Marketing and communications for external marketing functions were combined into one department. The formula to success depends on the ability of our team to take the next steps in reaching continued record tourism growth.

2016 PROGRESS REPORT: Strengthening Destination Partnerships

13

ADOPT

TODAY!

Berglund Center Kiosk

VALLEY BUSINESS FRONT added Virginia’s Blue Ridge Business Journal as a sub-head.

We’ll keep doing our part to advance our collective mission along with Visit Virginia’s Blue Ridge. We truly do live in a great place, and I hope we continue the momentum of such positive economic news.

– Tom Field

President and Creative Director Valley Business Front Magazine

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

WWW.VISITVBR.COM