Trailsetters: 2019 Visit Virginia's Blue Ridge Progress Report

TRAILSETTERS 2019 VISIT VIRGINIA’S BLUE RIDGE

PROGRESS REPORT

BE A #TRAILSETTER

MESSAGE FROM THE

Chair & President Visit Virginia’s Blue Ridge is tremendously grateful for our

Participating Localities:

partnership with the Cities of Roanoke and Salem, Counties of Botetourt, Franklin, and Roanoke, and over 1,500 private industry partners.

W. Lee Wilhelm, III Chair

BOTETOURT

Together, we have successfully built a thriving regional destination that is rapidly becoming noticed throughout Virginia, as well as nationally and internationally.

Growing into a well-known travel destination brand, Virginia’s Blue Ridge has

Landon C. Howard President

Salem

Roanoke

ROANOKE

experienced a record $892 million in direct travel

spending. By hosting internationally-known events, like the Carilion Clinic IRONMAN 70.3 Virginia’s Blue Ridge triathlon, we are telling the world who we

SMITH MOUNTAIN LAKE

FRANKLIN

are, where we are, and why they would want to visit Virginia’s Blue Ridge.

Place marketing Virginia’s Blue Ridge supports over 8,000 jobs for our local residents, generates over $183 million in payroll, and provides over $64 million in state and local tax collections. The money spent by our visitors is improving our schools, police and fire services, and much more.

And, our place marketing efforts encourage visitors to consider becoming residents, who would in the near future live and work in Virginia’s Blue Ridge, one of the most beautiful places on the globe!

TRAILSETTER – David L. Johns, Ph.D. Ferrum College President

“Ferrum College is proud to be a premier destination college in the heart of Virginia’s Blue Ridge. Our students are #trailsetters in the classroom, in athletics, and in service to the community. To celebrate the region and support the strong commitment to outdoor life and adventure, Ferrum College has added an eco-tourism major to other signature programs such as recreation leadership, agriculture, One Health, and environmental science. We love where we live and are grateful to work with Visit VBR and VBR Sports to share with the world what we all know so well – there is no place like Virginia’s Blue Ridge for good work and a good life.”

Carilion Clinic IRONMAN 70.3 Virginia’s Blue Ridge triathlon was announced July 30, 2019.

WE’RE MAKING

Virginia’s Blue Ridge Place Marketing:

An Impact

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 $892 million in direct travel expenditures. · Tourism-supported jobs totaled 8,037, including a payroll of $183 million while local and state tourism-related taxes derived from activity in VBR were $64 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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S I N uild a place wherOe BE E S S HAS T

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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.

1

A DECADE OF

Success

Hotel Room Revenue:

124,000,000

$116,901,970

10th

117,000,000 110,000,000

E CONSECUTIV

WTH YEAR OF GRO

103,000,000 96,000,000

3.7%SE

89,000,000 82,000,000 ROOM REVENUE

75,000,000

Source: STR, Inc.

INCREA OVER 2018

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

Direct Travel Expenditures: $950

MILLION

$855

MILLION

$760

MILLION

$665

MILLION

$570

MILLION

$600 M M II LL LL II OO NN 2009

$M 651 M II LL LL II OO NN

2010

$M 704 M II LL LL II OO NN

2011

VIRGINIA’S BLUE RIDGE TOURISM INDUSTRY GENERATED 2009/2010: $29.2

$4.5 MILLION

IN LOCAL TAXES*

2

$M I892 M I LL LL II OO NN

Source: U.S.Travel Association (2018)

MILLION

IN LOCAL TAXES*

IN 2018

*Source: Virginia Tourism Corporation and US Travel Association (2018)

$M 730 M II LL LL II OO NN

$M 755 M II LL LL II OO NN

2012

$M I813 $ 800 M I LL LL II OO NN $M 784 M M II LL LL II OO NN M II LL LL II OO NN

2013

2014

2015

Hotel Room Demand: 2009/2010:

965,000 ROOMS SOLD

$753,000

2016

2017

Employment:

1,328,090 ROOMS SOLD

IN 2019

Editorial Coverage: 2009:

$M I850 M I LL LL II OO NN

2009/2010:

7,100

2018

8,073 EMPLOYED

IN 2018

EMPLOYED

Website Visits:

$1,463,059 IN 2019

2009:

154,226

1,656,505 IN 2019

Highlights:

SS

SUCCE

STORY OF THE

Decade

2012

Virginia’s Blue Ridge BRAND LAUNCH

2011

ANNUAL MEETING

with Actress Jane Seymour & Bart Wilner, Past Chair of Visit Virginia’s Blue Ridge

2013

In April 2012, Visit VBR launched a new regional destination brand “Virginia’s Blue Ridge.” The brand name

Regional Tourism Agreement for Virginia’s Blue Ridge Officially Signed by Local and State Elected Officials

capitalizes on the region’s two world-class assets that are known worldwide, the Blue Ridge Mountains and the Blue Ridge Parkway.

Re-branded

VIRGINIA’S BLUE RIDGE:

2014 DEDICATED FUNDING

2015

VIRGINIA MOUNTAINS REGION Established by Virginia Tourism Corporation

Destination Vision Plan

ESTABLISHED BY STAKEHOLDERS

VisitVBR.com · 2019 PROGRESS REPORT

3

STORY OF THE

Highlights:

Decade

2016 Virginia’s Blue Ridge Moniker officially adopted:

July 19

March 14 February 23

BOTETOURT Water Tower off I-581

Salem Roanoke

March 7

Enhanced

ROANOKE SMITH MOUNTAIN LAKE

December 20

2017

TRANSPORTATION OPTIONS:

FRANKLIN

AMTRAK STARTED SERVICE IN VIRGINIA’S BLUE RIDGE

Visit Virginia’s Blue Ridge

FOUNDATION CREATED: The Visit VBR Foundation identified the need for bike fixit stations used by cyclists to tighten or adjust bolts on their bike, as well as add air to tires. These stations are very important to bikers, given the remote trail locations and sometimes rough terrain. Having these repair stations added critical points toward obtaining an IMBA silver-level ride center status. Carilion Clinic provided the support

4

needed to fund eight fixit bike repair stations.

Fixit Bike Repair Station Sponsored by Carilion Clinic and Visit VBR Foundation

em

2018

STORY OF THE

Decade

SS

SUCCE

LAUNCH OF

Roanoke Star rebrands to VBR Star Soccer Club

5

5

Charles Price with Countryside Sportsplex provides welcome remarks at the announcement of VBR Sports – January 2018

During Spring 2018, Virginia’s Blue Ridge was awarded by the International Mountain Bicycling Association (IMBA) a silver-level ride center status.

There are only 15 silver-level ride centers is the world, and Virginia’s Blue Ridge is the only one on the United States East Coast. After hosting Andrew Davis, author of Town, Inc., VBR decided to take full advantage of the new status and, upon Mr. Davis’s recommendation, declared VBR as “America’s East Coast Mountain Biking Capital.”

R6

R7

R8

Botetourt County Franklin County REGIONAL WAYFINDING DESIGN UNVEILED:

Roanoke County

Visitor Information

City of Roanoke

VisitVBR.com · 2019 PROGRESS REPORT

City of Roanoke City of Roanoke

Roanok County

Roanoke County

Roanoke County

Botetourt County

City of Roanoke

Roanoke County

5

STORY OF THE

2019

SS

SUCCE B

Decade

Highlights: LU

E

RI

DGE

OUTDO

OR

S

2019

TOp

E R U T N E V AD WN TO

Top votes by readers earned Roanoke the Blue Ridge Outdoors Top Adventure Town Roanoke River Greenway Addition

New Salem Sports Exhibit at the Salem Museum

Illuminights – First Annual Holiday Lights Display at Explore Park

FROM 225 IN 2009 TO OVER

1,500 PARTNERS 6

Ribbon cutting at Rosie’s Gaming Emporium in Vinton

IN

2019

DESTINATION

Vision Plan Progress: Visit VBR is continuing to work on the DVP goals and objectives that will serve as a long-term

Vision Plan

road map for tourism in the region.

Implementing the Plan: TRAILSETTER – Tim Bradshaw

Executive Director, Roanoke-Blacksburg Regional Airport

Roanoke-Blacksburg Regional Airport embraces Virginia’s Blue Ridge Brand

Updated I-581 Northbound Signage

“I believe Virginia’s Blue Ridge is an undiscovered jewel for mountain lovers and for people who want to enjoy the natural beauty that we have to offer. As a native son who returned to the area recently, I am so pleased to see the regional cooperation that is taking place to promote this area and develop Virginia’s Blue Ridge as a destination. I believe this effort will pay off in years to come and will benefit the generations to come.”

Hinchee Trail - New trail access to Carvins Cove VisitVBR.com · 2019 PROGRESS REPORT

New Attraction at Explore Park – TreeTop Quest

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2019 SOCIAL MEDIA &

Marketing

In April 2019, Visit Virginia’s Blue Ridge unveiled a new regional tourism campaign, “Be A #Trailsetter”.

The pyramid represents how the VBR brand

Throughout the campaign, Visit Virginia’s

is presented with the flag staking the claim

Blue Ridge will welcome visitors and locals to hike, pedal, paddle and taste

at the top, but recognizing an incredible

their way through a metro-mountain

number and depth of all VBR offerings

adventure in America’s East Coast Mountain Biking Capital. The stunning visual imagery and video of the campaign will inspire visitors to Be A #Trailsetter.

Social:

Videos:

169,681

TOTAL SOCIAL MEDIA FOLLOWERS

Cheers Trail Passport:

4,439

REDEMPTIONS

Produced THREE Brand Videos: Leisure, Sports and Meetings Video Engagement in 2019:

479,704 MINUTES WHICH IS 7,995 HOURS OR 333 DAYS

TOP BLOG POSTS RESULTED IN

1,125,134 PAGE VIEWS

Top 3 Blog Posts for 2019: Cabins & Camping at Explore Park Local History: Franklin County – The Moonshine Capital

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10 Country Stores to Visit in Virginia’s Blue Ridge

2019 SOCIAL MEDIA &

VisitVBR.com Website:

OVER 4,500 UNIQUE VISITORS

PER DAY

14%SE UNIQUE VISITORS (users)

INCREAM F RO 2018

12%SE

INCREAM F RO 2018

5% INCREASE F RO M 2018

1,656,505

Marketing

65%

27%

VIEWED THE WEBSITE ON A MOBILE DEVICE

8%

VIEWED THE WEBSITE ON A DESKTOP COMPUTER

VIEWED THE WEBSITE ON A TABLET

2019

Direct spending: Website Unique Visitors & Inquiries

1,665,015

SESSIONS (total visits)

2,271,342 PAGEVIEWS

3,815,527

x

1,665,015 .47

x

782,557 $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)

$543,094,593 ESTIMATED IMPACT

IN DIRECT SPENDING

TRAILSETTER – Doug Blount, Visit VBR Board of Directors Director, Roanoke County Parks, Recreation & Tourism

“Here in Virginia’s Blue Ridge, we’re not only surrounded by world-class outdoor amenities, but finding innovative new ways to make them accessible to all participation levels. From individuals and families looking to become more active outdoors to seasoned adventure seekers, our region is expanding recreation opportunities while breaking down barriers to entry. I’m proud to be a #trailsetter by increasing hiking/ biking trail connectivity with amenities, like the Appalachian Trail and Blue Ridge Parkway, as well as developing signature attractions and outdoor events in Roanoke County facilities, such as Explore Park.”

Top Featured Digital Campaigns:

Beaver Dam Farm Sunflower Festival:

36,146 PAGE VIEWS

Explore Park:

93,096 PAGE VIEWS VisitVBR.com · 2019 PROGRESS REPORT

Franklin County Moonshine:

33,408 PAGE VIEWS

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2019 PUBLIC

Relations The world continues to hear about Virginia’s Blue Ridge!

As a result of hosting an International Media tour, including a stop at Twin Creeks Distillery in Franklin County, VBR was featured in 30 articles in print and online for an estimated $163,000 in editorial value.

Media / PR Results: 88 1,782,580 $1,463,059 345

number of writers

Visit VBR hosted 48 writers in market with an additional 40 key media and influencers at various shows and deskside appointments.

media engagement total advertising equivalency articles produced

Media Tour:

TRAILSETTER – John Mays Owner, Twin River Outfitters

“Twin River Outfitters is pleased to report that we had one of our strongest seasons ever in 2019 thanks in no small part to the marketing efforts of those like Visit Virginia’s Blue Ridge, who helped bring Canoe & Kayak magazine to Botetourt County to spotlight our outdoor amenities. Our newly launched river trip with glamping was an instant success.”

Canoe & Kayak Media Tour: Explore Park

Twin River Outfitters

Key Articles:

Video:

2019 PUBLIC

Relations

Welcome to the Lake Winnipesaukee of the South Boston Globe

Off the Beaten Path: 27 Epic Views Every Hiker Should See Men’s Journal

Adventure Virginia’s Blue Ridge · WUSA9 in Washington, DC

Made in VBR – Culinary Media Tour:

Harvesting vegetables at Thornfield Farm in Botetourt County

Making biscuits with Scratch Biscuit Co. at Black Dog Salvage’s Stone House

VisitVBR.com · 2019 PROGRESS REPORT

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2019

168 LEADS in 2019 60,740 ROOM NIGHTS Mission Statement: The mission of VBR Sports is to enhance the quality of life and economy of Virginia’s Blue Ridge by being the leader in promoting and hosting youth, amateur, collegiate and professional sporting events.

CIAA Volleyball Championship

Spartan Kids

12

76 BOOKINGS VBR Sports TRAILSETTER – John Shaner, Visit VBR Board of Directors Director, Salem Parks and Recreation

“Recruiting, managing and supporting sports tourism is a leading contributor to the region’s economy and enhances the area’s image. Salem has been a Trailsetter as Virginia’s Championship City with a successful formula in hosting student athletes and fans.

Sharing this formula and collaborating with VBR Sports has proven to set the stage for welcoming sports tournaments year-round.”

NCAA Divison III Women’s Basketball Tournament

CIAA Softball Championship

IRONMAN 70.3

ANNOUNCED

Patrice M. Weiss M.D Chief Medical Officer with Carilion Clinic announces the Inaugural Carilion Clinic IRONMAN 70.3 Virginia’s Blue Ridge.

Lee Wilhelm, Chair of Visit Virginia’s Blue Ridge shares bike route details for IRONMAN 70.3.

Landon Howard and Catherine Fox with Visit Virginia’s Blue Ridge promote the upcoming Carilion Clinic IRONMAN 70.3 Virginia’s Blue Ridge with Senator Mark Warner.

13

2019 MEETINGS

& Sales

VBR Meetings Bookings 69 87 16,225

actual groups booked

MEETINGS HOSTED in Virginia’s Blue Ridge:

International Association of Medical Science Educators (IAMSE) Living Proof Ministries (Beth Moore) Virginia State Council Apostolic Conference

leads

Virginia Moose Association Annual State Convention Virginia United Methodist

room nights

Christian Congregation of Jehovah’s Witnesses Virginia Municipal League

IAMSE 2019 Reception

14

CVENT Connect Conference with VBR Staff - Caitlin Schmelz

PA R T N E R E N G A G E M E N T

2019 PARTNERSHIP

Engagement & ANNUAL MEETING

1,503 PARTNERS IN 2019

Continued Hospitality Training Workshops with Virginia Western Community College

ANNUAL MEETING:

TRAILSETTER CAMPAIGN LAUNCHED

Inaugural Partnership Marketing Summit at the Salem Civic Center

Dan Lucas with Roanoke Mountain Adventures jumps off the stage during the Annual Meeting

Awards:

Tourism Ambassador Award presented to VBR Star Soccer Club representatives Danny Beamer & Chris McClellan.

Golden Star Award presented to VDOT Salem District representatives Brian Blevins & Ray Varney VisitVBR.com · 2019 PROGRESS REPORT

Visit VBR Past Chairs’ Tourism Excellence Award presented to Brian Wells, General Manager of The Hotel Roanoke & Conference Center

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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.

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

ANNUAL REPORT

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

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

TRAILSETTER – Shaleen Powell , Visit VBR Board of Directors Executive Director, Roanoke Cultural Endowment

“The nonprofit arts and culture sector is a $64.2 million industry just in the City of Roanoke alone —one that supports 1,774 full-time equivalent jobs and generates $6.5 million in local and state government revenue. The arts help attract and retain businesses, and play an important role in the economic revitalization of our localities. Whether serving the local community or out-of-town visitors, the diverse and dynamic array of arts and cultural offerings in Virginia’s Blue Ridge is a cornerstone of what makes this region exceptional!”

Star City Arts Festival supported in part by the Visit Virginia’s Blue Ridge Foundation

Community Foundation News Conference to announce grant funding supporting Regional Wayfinding

VISIT VIRGINIA’S BLUE RIDGE FOUNDATION TRUSTEES: W. Lee Wilhelm, III

James E. Taliaferro, III

Susan E. Short, Ph. D.

McNeil Roofing, Inc. President

City of Salem

Virginia Tech

Shirley B. Holland

City of Roanoke

Carilion Clinic Secretary

Doug Blount Roanoke County Parks, Recreation & Tourism Treasurer

Barton J. Wilner Entre Computer Center

16

Established November 15, 2016

Robert S. Cowell, Jr. Gary Larrowe County of Botetourt

Christopher L. Whitlow County of Franklin

Daniel R. O’Donnell County of Roanoke

ADMINISTRATION:

Landon C. Howard

Visit Virginia’s Blue Ridge

Board of Directors

VBR

W. Lee Wilhelm, III

Team

Douglas Blount

McNeil Roofing, Inc. Chair

Roanoke County Parks, Recreation & Tourism Treasurer

Shirley B. Holland

Barton J. Wilner

Carilion Clinic Secretary

Entre Computer Center Past Chair

Dave Andersen

Lisa D. Garst

Ann Blair Miller

Susan E. Short, Ph.D.

Gretchen Beedle

Michael Hamlar

Kirtesh Patel

James E. Taliaferro, II

Kevin Boggess

Kenneth Lanford

Shaleen Powell

Lucas L. Thornton

Lynne Pearo Boone

Pete Larkin

Ken Randolph

David B. Trinkle, M.D.

Dominion Lodging The Conner Group City of Salem (7/2016 - 1/2019)

ABoone Homes, LLC

John Carlin WSLS-TV 10

Meg Carter

5Points Creative

Robert S. Cowell, Jr. City of Roanoke

Renee “Butch” Craft

The Roanoker Restaurant

Dilly Dally

Hamlar-Curtis Funeral Home Lanford Brothers Company, Inc. (7/2014 - 6/2019) Office of Congressman Robert W. Goodlatte (VA-6) (7/2014 - 6/2019)

Gary Larrowe

County of Botetourt

Mark S. Lucas

Lucas Therapies, PC

Daniel R. O’Donnell County of Roanoke

Economic Development Consultant

Virginia Tech

City of Salem

TRU by Hilton

Roanoke Cultural Endowment Rockydale Quarries Corporation

James Revercomb, Jr.

Roanoke Mountain Adventures

Brent Robertson

Hist:Re Partners, LLC Virginia Tech Carilion School of Medicine

Joyce Waugh

Roanoke Regional Chamber

Leonard Wheeler

County of Franklin (7/2015 - 3/2019)

Wheeler Broadcasting

Ssunny Shah

Christopher L. Whitlow

Baymont Inn & Suites Salem

County of Franklin

John Shaner

John B. Williamson, III

City of Salem Parks & Recreation

RGC Resources, Inc.

Staff Administration

Landon C. Howard President

Heidi R. Bowling

Marketing & Communications

Debora Wright

Vice President of Marketing & Communications

Director of Operations/Assistant to the President

David Aldridge

Marlee Richardson

Shannon Terry

Information Systems Technology Manager

Sales & Services Ray Ezelle

Vice President of Sales & Services

Caitlin Schmelz

Sales & Sports Development Manager

Irisha Jones-Goodman

Destination Experience Manager

Brady Woolwine

Sports Development Manager

Director of Marketing

Public Affairs & Desination Development / Visitor Services Catherine Fox

Vice President of Public Affairs & Destination Development

Rachel Nunley

Marketing Manager

Public Affairs & Destination Development Coordinator

Taylor Spellman

Holly Marden

Kathryn Lucas

Visitor Information Center Part-Time Staff:*

Director of Public Relations Marketing & Public Relations Coordinator

Events Coordinator (part-time) 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 Patty Quilter Renee Reed Wayne Sanburn

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

VisitVBR.com · 2019 PROGRESS REPORT

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Don’t follow trends. Create them.

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