THE VIRGINIAN-PILOT
Copyright (c) 1994, Landmark Communications, Inc.
DATE: Sunday, December 11, 1994 TAG: 9412100095
SECTION: VIRGINIA BEACH BEACON PAGE: 10 EDITION: FINAL
SOURCE: BY BILL REED, STAFF WRITER
LENGTH: Medium: 79 lines
What's in a name?
The answer, members of the Resort Area Advisory Commission contend, is an image, a feeling, a reputation and ambiance.
It's that certain something Virginia Beach is struggling to project in tourist markets in New York, Pennsylvania and the Midwest.
To counteract the perceived lack of name recognition the city is taking part in a $309,000 regional advertising effort to extol Virginia Beach, Norfolk, Portsmouth and Hampton as great tourist destinations, Ron Kuhlman, the city's tourism marketing director told commission members Thursday.
The primary tool for reversing regional anonymity will be a 30-minute ``infomercial'' featuring segments of each locality and its attractions. The program is to be aired nationwide in April and May on the Discovery Channel, the Learning Channel and Family and Travel channels, said Kuhlman.
It will contain an 800 telephone number and offer three-day travel packages for families of four - two adults and two children under 18 - for $479 for early spring and late fall - the so-called shoulder tourist seasons.
Local innkeepers, restaurateurs and attractions, such as the Virginia Marine Science Museum and Nauticus, are participating in the package.
The video piece will feature ``the Virginia waterfront,'' rather than just Norfolk, Portsmouth, Hampton or Virginia Beach.
Focus groups selected from residents of Pittsburgh and Long Island earlier this year, showed almost total lack of awareness of the Tidewater area, Kulhman said. Only Williamsburg and Virginia Beach brought mention from one or two focus group members, prompting concern among area travel industry gurus.
A parallel campaign to attract golfers and seniors to area attractions is under way, Kuhlman said.
Several advisory commissioners were dubious of the value of the project, arguing that an ongoing $3-million regional advertising campaign in the same area had failed to increase awareness of South Hampton Roads as a tourist destination.
``It sounds like we're jumping on the caboose of a train that's leaving the station,'' said commissioner David R. Hager. ``What are we doing to become known for?''
``We want to diversify so we are not known of one thing,'' replied James B. Ricketts, director of the city's Convention and Tourism Development Department. ``We don't want to get pigeon-holed.''
``There's merit in being known for one thing in the off-season,'' Hager shot back.
``We need enough of it, whatever it is, to become known for,'' added Roger Newill, commission chairman.
The issue didn't require official action Thursday, but other matters of direct concern to the Oceanfront prompted the commission to:
Vote 9-1 in favor of placing a carousel at the Norwegian Lady Park at 25th Street and the Boardwalk during the summer months. The idea is to provide another form of amusement for children visiting the resort beach with their families.
Opposed a proposal to fly the flags of all 50 states from the staffs along the Boardwalk because of the additional expense and potential public relations problems. The city now flies colorful pastel banners from 57 Boardwalk staffs at a cost of about $4,000 a year, said Rob Hudome, resort manager for the Department of Convention and Tourism Development. Flying state flags would double the cost and invite potential criticism from oceanfront visitors over, say, the Georgia state flag, which incorporates the Confederate flag in its design, said Hudome.
Voted against expanding the city's open air cafe franchise guidelines to permit the installation of aluminum encased plastic windows in outdoor cafes during inclement weather. Current regulations allow canvas covered cafes along the Boardwalk, but do not require sidewalk cafes along Atlantic Avenue and its side streets to be covered. Commissioners concluded that the new windows would be the first step in developing a clutter of permanently enclosed cafes along the oceanfront. ``It wouldn't be in keeping with the original purpose,'' said Hager.
KEYWORDS: ADVERTISING TOURISM REGIONALISM INFOMERCIAL by CNB