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Issue – Winter 2007
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Feature Story
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From the President's Desk
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Tourism Makes an Impact
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Member News
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Marketing Minute
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CVB Calendar
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Featured Events
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Tourism Impact - More people, spending more money
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The Roanoke Valley Convention & Visitors Bureau has just released its Annual Report for FY 2006/2007. The report quantifies Bureau programs as generating nearly $67 million in spending in the Valley - a 4% increase over the previous year. When this spending is compared to the Bureau's budget, a $55 to $1 return on investment is demonstrated.
Tourism in the Valley is a $600 million a year industry, supporting over 7,400 jobs and generating $134 million in payroll. While the Bureau's programs directly generate about 11% of these dollars, and another 6-8% indirectly, it is obvious that tourism success requires efforts from the entire Valley.
We are fortunate that our local government stakeholders strongly support the Bureau's efforts. Parks & Recreation Departments and Civic Centers provide facilities and expertise for sporting events and meetings. Our hotels, meeting venues, attractions, festivals and events, and restaurants also play key roles in our ability to "host" tourism business. Last, but not least, the Valley's residents are as hospitable and welcoming as any in the country, providing a warm, secure feeling for the millions of visitors who come to the Valley each year.
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Neil Ordway - President
Holiday Inn Roanoke - Valley View
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Let me be the first to welcome you to the start of a new year! This is a season when many of us reflect on our past, while we also plan for our future. First, I would like to thank Dave and his staff for a very successful 2007 and what promises to be a prosperous and productive 2008.
Looking ahead to the new year, there are some challenges before us. As the President of the Convention & Visitors Bureau, I have identified several opportunities that we can focus on and we will need your assistance.
- We need to make sure that the Roanoke Valley stays marketable. Increased gas prices are inevitable; people are going to travel although not in great numbers. In a most recent survey conducted by travelhorizonsTM, 2,243 American adults were surveyed and 62% of those surveyed say that the cost of gas will affect their future leisure time and vacation behavior. As previously mentioned in our Board meetings last year, we must now expand our marketing efforts in new areas. As we continue to be successful in our Sports and Association marketing, we must now venture into new territory. With increases in government funding we will focus on opportunity in the North Carolina market. The Bureau's staff are now unveiling new areas for us within the three hour drive market.
- We need to work collaboratively to retain and increase new business. The staff does what they can do to bring the leads to us; they need our willingness to work together to create the synergy needed for us to fill our beds and maximize our profits and increase tax dollars sensibly. With an increase in hotel supply and many hotels under renovation to stay fresh and competitive, our owners are expecting profitability to increase. Along with our member attractions, restaurants and the Bureau's assistance we can achieve this goal. The hotel industry forecasts that 2008 is the year to maximize profits, and although we will continue to only see a slight increase in occupancy, the hotels in the Valley will be focusing on an increase in average daily rate. Industry forecasts a 5.2% increase in both average daily rate and revenue per available room with a slight .3% increase in occupancy primarily due to increased supply. 2007 ended with an average daily rate increase in the Valley of 4.7% which represents $3.50 in room rates and an increase in revenue per available room of 5.2% which represents a $2.11 increase.
- We need to continue to increase membership. Assisting the staff, together we must ambitiously increase our Bureau's membership. An increase in membership in turn augments dedication and increases support for the Bureau's efforts.
Some exciting highlights for this year include the Valley hosting the AAU 15U Boy's Baseball National Championship, the Virginia Dixie Youth 50th Anniversary State Baseball Tournament and hosting the Women's Olympic Softball Team in July. In November of 2008, the much anticipated opening of our new Art Museum occurs.
I hope that each of you is facing the new year with as much resilience and promise of our great Roanoke Valley, and I wish you all the best for a productive and happy 2008.
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Lodging Tax Revenues
July, August, September 2006 and 2007
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| 2006 | 2007 | Change | % Change | | City of Roanoke |
| $ 692,432 | $ 765,286 | $ 72,854 | 10.52% | | County of Roanoke |
| $ 200,648 | $ 233,280 | $ 32,632 | 16.26% | | City of Salem |
| $ 209,664 | $ 189,670 | ($19,994) | -9.53% | | County of Botetourt |
| $ 88,623 | $ 93,480 | $ 4,857
| 5.48% | | County of Franklin |
| $ 58,076 | $ 65,116 | $ 7,040 | 12.12% | | Total Tax Revenue |
| $1,249,443 | $1,346,832 | $ 97,389 | 7.79% | |
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Source - Local Governments
Note - Beginning with this newsletter, we will be tracking the occupancy tax collections of all RVCVB stakeholder jurisdictions. |
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The Roanoke Valley Convention & Visitors Bureau welcomes our newest members:
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- Atlantic Bay Mortgage - Jason Bialek, Broker
- Blue Ridge Vineyard
- The Blues BBQ Co.
- Country Squires Inn
- Eleanor D. Wilson Museum
- Fincastle Vineyard & Winery
- Frank L. Moose Jeweler, Inc.
- Greenfield Educational and Training Center
- Historic Grandin Village
- Howard Johnson Inn Roanoke/Daleville
- Roanoke Country Club
For information or questions regarding membership with the Roanoke Valley Convention & Visitors Bureau, please contact Heidi Mowry at (540) 342-6025, ext. 116.
Click here to learn more about our membership benefits. |
Sports Marketing
The City of Salem and the Roanoke Valley were awarded the AAU Girls (14U) National Basketball Championship in July 2009. We anticipate over 90 teams for a weeklong tournament. In hosting this national championship in 2005 and 2007, we expect the direct spending to surpass $2.6 million.
Convention Marketing Vickie Meeks Miller, Convention Sales Manager, will be attending the Southern Christian Leadership Conference's Dr. Martin Luther King, Jr. Banquet on January 18, 2008 and the Religious Conference Management Association's (RCMA) 2008 World Conference and Expo in Orlando, FL on February 5-8, 2008.
Tourism Marketing
Tourism Director, Catherine Fox, will be meeting with Tennessee operators in January and operators at the American Bus Association Marketplace. She will also be escorting 12 tour operators through the Shenandoah Valley for a 3-night/4-day pre-familiarization tour.
Also of note the Tourism Director was asked to serve on the 75th Anniversary Blue Ridge Parkway Inc., Board of Directors in preparation for this celebration in 2010.
Spring Hospitality Workshops
April 17
Location - Vinton War Memorial
Time: 8:30am - noon or 1:00pm - 4:30pm
Cost: $15.00 CVB members and $20.00 non-members
Contact our office for a registration form.
Member UPDATE The Botetourt County Office of Tourism has launched the first official tourism website for the County with the release of www.VisitBotetourt.Com. The website's launch follows the recent publication of the County's first comprehensive tourism brochure and continues the "Start Exploring" theme that the brochure promotes.
Visitors to the website will be able to see the latest events that are being held in the County, explore all of the outdoor recreational opportunities, learn more about the unique history of the County and even send their friends an electronic postcard.
For more information about the website contact Kevin Costello at kcostello@botetourt.org or call 540-473.1167. Visitor Information Center Volunteer Appreciation Our annual Volunteer Appreciation Luncheon was held in early December at the recently renovated Vinton War Memorial. The volunteers were recognized by Neil Ordway, President of the Board, for the incredible number of hours they contributed greeting visitors at the Information desk. We thank them for the nearly 2,300 hours they providied our Center this year!
2008 Roanoke Valley CVB Consumer Publications The 2008 Roanoke Valley Group Tour Manual saw several new updates and information on new members. This year we will enhance our website presence in this area allowing tour planners better immediate resources for planning group trips.
The 2008 Roanoke Valley Visitor's Guide will have a press run of nearly 200,000 guides, providing unprecedented levels of exposure for the Valley, its attractions and its hospitality industry. This Guide is the primary fulfillment brochure for all leisure advertising. In addition, it is distributed through all State Welcome and Visitor Centers, AAA, travel agencies, consumer shows, convention information tables and area hotels and attractions. All members received a FREE listing in the Guide. For additional information regarding this Guide or advertising in the 2009 Visitor's Guide, contact Debora Wright at 342-6025, ext 121.
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Front Row left to right: Jane Cunningham,
Rosie Baughman, Hope Frank, Harriet Smith,
Marion Rodgers, Pat Heaton, Arleen Goble,
Martha Worrell, Ann Andrews. Back row left to right: Carlton Saul, Joe Cummings, Hugh Brown.
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Bureau Awarded Grant Money
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| The Roanoke Valley Convention & Visitors Bureau was awarded $25,000 through the Marketing Leverage Grant from the Virginia Tourism Corporation. This grant will allow the Bureau to implement a Carolina Marketing Initiative Program to extend and focus a portion of its marketing efforts towards the geographic area within 200-400 miles of the Roanoke Valley, with the primary emphasis on North Carolina. We are currently working in these markets through some regional publications. The proposed program would continue using regional publications with expanded frequency and reach, while at the same time introducing more media in the form of newspapers, TV and radio. The focus of the marketing efforts will be to raise awareness of the amenities and attributes of the Roanoke Valley as they relate to the leisure and convention/meeting markets. This program will run through the year 2008. |
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Upcoming Conventions and Sporting Events
Convention Calendar January - March 2008
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| Date | Conventions/Expos/Shows | Venue | | JANUARY |
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| Roanoke Valley Gun Show | SEC @ RCC | | 18-20 | Recreational Vehicle Show and Sale | SCC | | 19 | 5th Annual Virginia Women's Show | SEC @ RCC | | 25-26 | Roanoke Regional Writers Conference | Jefferson Center | | 25-28 | Young Farmers of Virginia | Holiday Inn Tanglewood-Roanoke | | 26-27 | Salem Gun Show and Sale | SCC | | FEBRUARY |
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| | 8-10 | The Log Home Shows | SEC @ RCC | | 22-24 | Virginia Outdoor Sportsmen's Classic | SEC @ RCC | | 24 | Roanoke Valley Bridal Show | SCC | | 29-3/2 | Southwest Virginia Boat Show | RCC | | MARCH |
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| | 5-8 | Virginia Council of Nurse Practitioners | THR&CC | | 6-9 | Roanoke Valley Charity Car Show for MDA | RCC | | 7-9 | COG-Youth Fellowship Conference | Holiday Inn Tanglewood-Roanoke | | 15-16 | Roanoke Valley Gun Show | SEC @ RCC | | 28-29 | Better Living Expo '08 - The Home Show | SCC
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Sporting Events |
Venue | | JANUARY |
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| | 3 | Hollins University vs. Averett (Basketball) | Hollins University | | 4-6 | Kroger/Valleydale Stampede Championship Rodeo | SCC | | 5 | Hollins University vs. Virginia Wesleyan (Basketball) | Hollins University | | 9 | Hollins University vs. Guilford (Basketball) | Hollins University | | 11-12 | Budweiser Monster Truck Challenge & Thrill Show | SCC | | 15 | Hollins University vs. Emory & Henry (Basketball) | Hollins University | | 18 | Virginia Tech vs. George Mason University (Hockey) | RCC | | 22 | Hollins University vs. Randolph (Basketball) | Hollins University | | 25 | Hollins University vs. Liberty University (Swim Meet) | Hollins University | | 29 | Hollins University vs. Lynchburg (Basketball) | Hollins University | | FEBRUARY |
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| | 2 | Member One Valley Shootout (Basketball) | SCC | | 8-9 | Advance Auto Parts Monster Jam | RCC | | 10 | Salem-Roanoke County Baseball Hall of Fame Banquet & Induction Ceremony
| SCC | | 17 | Virginia Tech vs. University of Virginia (Hockey) | RCC | | 21-23 | River Ridge District High School Basketball Tournament | SCC | | 22-24 | ACCHL Tournament | RCC | | 28-3/2 | Old Dominion Athletic Conference Men's and Women's Basketball Tournament | SCC | | MARCH |
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| | 7-8 | Virginia High School League Group A & AA State Wrestling Tournament | SCC | | 15-16 | Shamrock Volleyball Festival 2008 | RCC & SCC | | 20 | Harlem Globetrotters - 2008 World Tour | RCC | | 21-22 | NCAA Division III Men's Basketball Tournament | SCC | | 28-29 | F-M-X Freestyle Motocross | RCC | | 30 | NASCAR Goody's Cool Orange 500 Race | Martinsville Speedway | |
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RCC: Roanoke Civic Center
SEC: Special Events Center at the Roanoke Civic Center
SCC: Salem Civic Center
THR&CC: The Hotel Roanoke and Conference Center |
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Firebird Dances & More
January 14, 8:00pm; Location Roanoke Performing Arts Theatre
The Roanoke Symphony Orchestra along with DAVID WILEY Music Director & Conductor, will perform
Igor Stravinsky's score for the fairy-tale ballet The Firebird, particularly in its suite adaptation which is far and away his most popular work. For nearly six decades, the composer conducted it hundreds of times, even though he had since moved on to more radical and astringent styles. In fact, it became almost impossible to believe that this fearless modernist had actually once written such a lush and sensual score: a grand summation of the 19th-century Russian fascination with fantastic plots and opulent instrumental colors. For tickets call the box office at 540-343-9127 or visit the website at www.rso.com
Art by Night
First Thursday of every month: 5:00pm - 8pm; Location: Downtown Roanoke
You are invited to experience Art by Night as the downtown art galleries join in holding four evenings of receptions from 5 to 8pm, at all of the galleries on the first Thursday of the month. Mingle with the artists, enjoy refreshments and have fun seeing lots of art! A bus offers free rides as it circulates between the Market Square and the Jefferson Center. Among the participants are Studios On The Square at 126 West Campbell Ave, Gallery 108 at 108 Market St, and the Art Museum of Western Virginia on the Market Square. Call 540-342-5760 or visit the website at www.artmuseumroanoke.org
McDonald's St. Patrick's Day Parade and Celtic Festival
March 15: 11am: Location: Downtown Roanoke
This outdoor event is one of the largest St. Patrick's Day celebrations in the Mid-Atlantic region, and it grows larger every year! The award-winning McDonald's St. Patrick's Day Parade will feature over 100 entries that range from Kazim clowns to greyhound dogs to Harleys to Red Hat Society ladies. New for 2008 will be a commercial entry competition that will include a big trophy and bragging rights.
After the parade, come enjoy a spectacular Celtic Festival featuring entertainment that will make you want to sport a kilt and do the Irish jig. Grab a corned beef sandwich with a cold (green) beer or a hot Irish coffee and enjoy traditional Irish pipe and drum bands, amazing dancers, as well as several Celtic Rock bands that will perform until 5pm. Call 540-342-2640 or visit the website at www.eventzone.org.
Click here for a complete list of events.
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