2018 Community Chat Southwest Virginia Cultural Heritage Foundation Friends of Southwest Virginia
Regional Goal: Balanced Economies Creative Economy
Agriculture
Manufacturing
Small Business
Traditional Industry
Focus for Friends of SWVA: Creative Economy Agriculture
Manufacturing
Small Business
Traditional Industry
What is the Creative Economy:
innovative business development techniques finding success based on novel imaginative qualities that no longer rely on the limited resources of land, labor and capital
What is the Creative Economy:
Music
What is the Creative Economy:
Craft
What is the Creative Economy:
Food
What is the Creative Economy:
Heritage
What is the Creative Economy:
Environment
What is the Creative Economy:
Makers
Goal: Thriving Communities
Long-Term Initiatives Underway:
Organizational Overview
Mission: SWVA Cultural Heritage Foundation The purpose of the foundation is to encourage the economic development of Southwest Virginia through the expansion of cultural and natural heritage ventures and initiatives related to tourism and other asset-based enterprises, include the Heartwood: Southwest Virginia’s Artisan Center, The Crooked Road, ‘Round the Mountain, and other related cultural and natural heritage organizations and venues that promote entrepreneurial and employment opportunities.
Mission: Friends of Southwest Virginia The mission of Friends of Southwest Virginia is as follows: • to preserve, promote and present the cultural and natural assets of Southwest Virginia; • to work in partnership in the region to generate economic development through these efforts; • to provide educational and cultural opportunities for the general public and students of the region; • to showcase the cultural assets of Southwest Virginia at Heartwood: Southwest Virginia’s Artisan Gateway.
Overall Mission:
Reinvent the economy of Southwest Virginia through creative economy initiatives that inspire entrepreneurship, increase visitation, and attract new residents. Friends of SWVA / Foundation
SWVA Development
SWVA Marketing
SWVA Promo: Heartwood
Regional Partner Support
TEAM SWVA:
Chris Cannon, Director
Krystal Mosley, Office Manager
Friends of SWVA Service Delivery
Service Delivery Report Tracking Program Overview: • Project Master List Status Projected Impact
• Monthly Service Report County / City Coverage Community Impact
FY 2018 Projects SWVA - FY18 Status of Projects
108
Projects: Active
16
7
0
Projects: Complete
Projects: On Hold
Projects: Dead
FY 2018 Project Types Projects: Bricks & Mortar
12% 11% 9% 11% 47%
10%
Projects: Business Development & Expansion Projects: Community Building Projects: Tourism Trail Projects: Marketing & Branding Campaign Projects: Other
Service Delivery FY18 - Service Delivery Q1-Q3
887
746
533 492
83
COMMUNITY SERVED
BUSINESS SERVED
SWVA ADMIN
MARKETING / MEDIA
OTHER
Community & Economic Development
What is Comprehensive Community & Economic Development? Community Development
Economic Development
Tourism Development
Develop and Promote place-based and unique experiences: • Community Development • Connect assets to community cores • Facilitation of community capacity building • Economic Development • New business development • Tourism Development • Market and promote SWVA
5 Steps of Comprehensive Community & Economic Development Asset Identification
• Resource Identification • Community Research
Planning
• Community Capacity Building • Stakeholder Involvement • Project Brainstorming Project Development
• Funding • Implementation • Operations & Contingency Long-term Community Impact
• Business Development • Connectivity • Co-current Development
Marketing
SWVA Outdoor Initiative • Appalachian Spring = Southwest Virginia Outdoors • Goals: Connect communities to unique anchor assets Promote tourism and economic development Seek funding for large scale regional projects (i.e.. Clinch River Valley Initiate) to support outdoor recreation opportunities Develop a region that supports an outdoor recreation industry
Marcia Dempsey, Development Programs Administrator
Emily Mayo, Tourism & Outdoor Recreation Development Specialist
Idalina Walker, Tourism & Outdoor Recreation Development Specialist
Development: Southwest Virginia Outdoors
Regional Specialist: Ida Walker Emily Mayo
Community & Economic Development Grant Development & Implementation
Projects Underway •New River Development Master Plan •Clinch River Valley Ecological Center Feasibility Study •SWVA Outdoor Website Content Development
Projects Underway • High Knob Destination Center - Norton • High Knob Lake - Norton • Devil’s Bathtub – Scott County • High Knob Master Planning - Lenowisco • Haysi to Breaks Trail – Dickenson County • Haysi Boardwalk – Dickenson County
Projects Underway • New River Boat Launches – Giles County • New River Center – Giles County • Appalachian Trail Center – Washington County • Spearhead Trails Development - Regional
SWVA Marketing Building the region through increased exposure & visitation
Jenna Wagner, Director of Marketing
Southwest Virginia brand launch event – October 2016
17/18 Goals 1. 2. 3. 4. 5. 6. 7. 8.
Redesign & development of two websites Develop ongoing content generation plan and calendar Build and grow database Create and implement social strategy reflective of content and database program Develop merchandise program for consumer and partners Ongoing maintenance of Southwest Virginia Mountain Brew Trail Launch Southwest Virginia Wine Trail Create internal and external public relations strategy for Southwest Virginia and Friends of SWVA
Additional Implementation  Events & sponsorships
SWVA Social Media Grow following Drive users back to website
Support partners Connection Authenticity
Respond Engage Cross promote
Strategic User-generated content Partners Residents
Travelers Brand ambassadors
Brand Ambassadors ď ą Official brand partner program for website and social media content generation ď ą 240 applications in Spring 2018; 10 ambassadors selected ď ą Ambassadors will generate 1-2 photos, videos, blogs per week
SWVA Social Media Footprint SWVA Facebook Twitter Instagram YouTube Snapchat
June 2016 3,458 379 87 682 0
April 2018 24,767 2,210 5,311 992 249
Growth + 616% + 483% + 6004% + 45% + 100%
Website Redesign 2 websites Partner: FriendsofSWVA.org Timeline – To launch by end of April Consumer: VisitSWVA.com Timeline – To launch by end of Summer Design Partner: The High Road Design Process: Marketing committee, user-testing groups, facilitation Design Theory: Unique approach to telling story of SWVA driven by content, not listings; ease of use for partners without heavy partner management
Public Relations & Travel Media On-going press releases SWVA Press Program & Media Kit
Travel Media Pitches & FAM Tours
Merchandise Program Partnership with Winze Co. - ”Official Merchandise Provider” for the Friends of Southwest Virginia Program Launch on April 24th – product will be available online and in Heartwood Partner wholesale purchasing program
Merchandise
SWVA Mountain Brew Trail SWVA Beer Trail – Website & Mobile APP Advisory council
MountainBrewTrail.com, mobile application
Promotional materials
Heartwood Gateway to Southwest Virginia
Kalen Collins, Operations Manager
Bree Willging, Sales & Events Coordinator
Jamee Gilespie, Artisan Marketplace Manager
Charles Parker, SWVA Culinary Ambassador
Matt Wiley, SWVA Visitor Specialist
Operational Model SWVA Visitor Center
• Visitor Services • Information Desk
Artisan Marketplace
• Artisan Crafts • Gift Shop • The Crooked Road Store
SWVA Culinary Experience
• Restaurant • Gift Shop • Catering
SWVA Music Venue
• Music Performances • Special Events • Meetings
Visitor Research Intercept Visitor Surveys: • Front Desk • October – December 2017
Primary Motivation for Visit
Initial Reaction
Overall Experience
Did your visit to Heartwood inspire more travel throughout SWVA?
Point of Origin
Point of Origin
Updates: Exterior
Updates: LOVE SWVA Letters
Updates: Visitor Center
Updates: Restaurant
Updates: Mountain Brew Bar
Updates: Retail
Updates: Special Events
Updates: Marketing
Future Communications Become a Friend of SWVA
SWVA Communications • Annual Report
SWVA Communications • Annual Report • Partner Website: FriendsOfSWVA.org
SWVA Communications • Annual Report • Partner Website: FriendsOfSWVA.org • Community Chats
SWVA Communications • • • •
Annual Report Partner Website: FriendsOfSWVA.org Community Chats Partner E-Newsletter
SWVA Communications • • • • •
Annual Report Partner Website: FriendsOfSWVA.org Community Chats Partner E-Newsletter Social Media
SWVA Communications • • • • • •
Annual Report Partner Website: FriendsOfSWVA.org Community Chats Partner E-Newsletter Social Media “What Can Team SWVA do for you?”
What’s next for SWVA?