THE VIRGINIAN-PILOT
Copyright (c) 1994, Landmark Communications, Inc.
DATE: Friday, August 26, 1994 TAG: 9408240141
SECTION: PORTSMOUTH CURRENTS PAGE: 02 EDITION: FINAL
COLUMN: Ida Kay's Portsmouth
SOURCE: Ida Kay Jordan
LENGTH: Medium: 94 lines
The most recognizable attribute of this region is its history.
About 87 percent of the people surveyed in the Northeast and Mid-Atlantic states picked the past as the most obvious asset of Hampton Roads.
The survey was done in conjunction with the Virginia Waterfront campaign now under way to attract tourists to Williamsburg, Norfolk and Virginia Beach.
There's a message here for Portsmouth and the regional promoters.
Aside from Williamsburg, which has capitalized completely on its history, Portsmouth has the most interesting history of all Hampton Roads. Certainly we probably have the most artifacts in tact.
Survey participants ranked naval bases fourth on the list of interesting attractions. Colonial Williamsburg ranked first followed by Busch Gardens and the Oceanfront, in that order.
Tourist interest in the Navy is ``undeveloped potential,'' Norfolk marketing director Sam Rogers declared.
And so it is for Portsmouth.
No other city has the nation's first and oldest Naval Shipyard and the nation's first and oldest Naval Hospital within sight of each other.
People here take these facilities for granted.
A lot of naval history was made at the yard. Although we mainly hear about the ironclad Merrimack (CSS Virginia), the Portsmouth yard also fashioned the first battleship and the first carrier.
The Portsmouth Naval Hospital has its own collection of war stories, many of them morbid tales of sailors from other countries, even enemies, brought here to die and sometimes to live because of the care received.
Capitalizing on naval history in Portsmouth should be easier now than it was when Cold War restrictions kept the gates locked to visitors. Certainly, there could be some narrated trolley bus tours of both bases available these days.
The Virginia Waterfront promotion is financed by Norfolk, which has earmarked $3 million a year for each of three years. That enables Norfolk to control the use of inquiries that result from extensive advertising.
Nobody else was asked to contribute. However, Portsmouth tourism director Keith Toler is a committee member.
A number of Portsmouth businesses are participating in the ``Virginia Waterfront Gold Card'' to give visitors discounts.
Unfortunately, the Portsmouth Museums are not part of that along with cultural stops in other cities.
Regional maps inset into ads running in major newspapers, such as The New York Times, show the highway circle around the region. That means people who follow the circular route to include Williamsburg, Norfolk and Virginia Beach are going to pass through Portsmouth on an interstate.
Toler's decision to buy TV time to tout Portsmouth was based, of course, on the premise that regional visitors might be taking the Virginia Waterfront suggestion to visit more than one place in this region.
Actually, Portsmouth has as much to offer the regional promotion as it stands to gain.
No other place, not even Williamsburg, has Olde Towne's variety of architecture within a few blocks.
No other place has the Children's Museum - or, for that matter, the Lightship Museum or the Naval Shipyard Museum. Each is unique.
Portsmouth is people-scaled and different from Williamsburg. Its historic preservation is accomplished by individual residents. The restaurants and shops, the waterfront and the people themselves are pleasant and unstructured.
Portsmouth is a quiet stop in a busy metropolitan area. It is a five-minute ferry boat ride from the slicker side of the harbor.
Simply put, Portsmouth adds another dimension to the region, different from any of the other cities.
Dan Ballard, the advertising executive who voluntarily led the charge to the regional promotion, said at a recent news conference that the project is ```about jobs.''
``This industry (travel and tourism) touches the entire economy,'' Ballard said.
If Portsmouth gets an opportunity to buy into the promotion in the future, the city should think seriously about doing it with the proviso that Portsmouth will become a larger presence on the regional map carried in the national advertising - and that we will get a chance to send brochures to those who respond.
Right now, only Virginia Beach and Williamsburg material is going out in the Norfolk mailing.
Norfolk has nothing to lose and a lot to gain by including Portsmouth's attractions that add to rather than detract from the region.
Our City Council members need to sell their council members, who control the project. MEMO: Whether you agree or disagree, The Currents would like to hear from you.
Send your thoughts to The Currents, 307 County St., Suite 100,
Portsmouth, Va. 23704-3702, or fax us at 446-2607.
by CNB