THE VIRGINIAN-PILOT
Copyright (c) 1995, Landmark Communications, Inc.
DATE: Thursday, February 23, 1995 TAG: 9502230308
SECTION: BUSINESS PAGE: D1 EDITION: FINAL
SOURCE: BY STEPHANIE STOUGHTON, STAFF WRITER
DATELINE: NORFOLK LENGTH: Medium: 87 lines
There was a seven-month courtship, and then almost all of them tied the knot: Williamsburg's Busch Gardens with Portsmouth's Pokey Smokey train attraction, Virginia Beach's Oceanfront with Norfolk's zoo, and so on.
In fact, tourism honchos from across Hampton Roads were saying Wednesday that old rivalries were dissolving and new relationships were blossoming in the name of ``regionalism.'' They're about to broadcast that newfound spirit of cooperation in a televised infomercial touting the region's attractions.
``Yes. We love each other,'' joked Ed Dreistadt, vice president of marketing for Busch Entertainment Corp., which owns Busch Gardens and Water Country USA.
There's still a lot of work to do, but the effort has gone a long way since its introduction last year.
At first, many tourism attractions balked at the idea of cooperating and pitching in money for a regional effort to promote Hampton Roads. The smaller ones felt left out as the big three - Virginia Beach, Norfolk and Williamsburg - grabbed the spotlight in last year's promos.
But the newest pitch for regionalism has won over more attractions - big and small. That's because everyone gets a moment to preen in the limelight and a better chance of getting instant returns on their investments.
The promotion, announced Wednesday at Norfolk's Omni Hotel, will package several cities and oodles of attractions into a 30-minute infomercial. Beginning this May, the spot will air nationally on The Family Channel and on several cable stations in Ohio and Pennsylvania beginning this May.
In the pitch, which calls Hampton Roads ``The Kids' Corner of Virginia,'' youngsters blow bubbles at the Children's Museum of Virginia in Portsmouth and families frolic by the sea. And, more importantly, the toll free number, 1-800-VA TRIPS, flashes frequently to remind viewers to pick up the phone.
In the Kids' Corner ad, families of four are offered a five-day, four-night stay in Hampton Roads for $699, which may be a savings of about 15 percent to 20 percent, tourism officials say.
That package includes the hotel stay and tickets to various attractions. The deal also can be tailored to meet the needs of families, but the price may rise if there are extra people or longer stays.
There's a good reason why Hampton Roads, also known as the Virginia Waterfront, is being called ``The Kids' Corner of Virginia.''
People with children spend lots of money.
James B. Ricketts, director of the Virginia Beach Department of Convention and Visitor Development, said officials conservatively estimate that the Kids' Corner infomercials will generate about $3.1 million and 56 jobs for the area's tourism industry.
Not bad for a total investment of $330,000.
The group that pitched in includes the cities of Hampton, Norfolk, Portsmouth and Virginia Beach plus the Virginia Marine Science Museum, the Norfolk Area Advisory Committee, Busch Gardens and Water Country USA.
The cities and attractions raised the $330,000 with hopes that the state will match that figure. The state has set aside an extra $2 million in matching funds for out-of-state advertising, but so far only $57,000 is allocated for the regional effort.
``We would never have been able to do this on our own,'' said C. Mac Rawls, director of the Virginia Marine Science Museum in Virginia Beach. ``It would have been too expensive.''
Despite being showcased in the infomercial, Colonial Williamsburg is conspicuously absent from the list of participants paying for the Kids' Corner promotion. That's probably because Colonial Williamsburg has its own group of attractions. Together they have raised $7 million for promotions and now want their own matching state funds.
The state has recommended that the group get $1.4 million of the $2million available.
The Colonial Williamsburg group, which is also doing a 30-minute infomercial and package deal, includes the Jamestown Settlement and the Yorktown Victory Center. Busch Gardens and Water Country USA decided to join the Williamsburg group, in addition to the Kids' Corner group.
Ricketts, the Virginia Beach official, said he hopes Colonial Williamsburg, one of the region's leading attractions, will join up. ``They are a major player,'' he said.
Ricketts said the Kids' Corner group was still discussing the matter with Colonial Williamsburg officials.
Officials at the historical attraction could not be reached Wednesday. ILLUSTRATION: The promotion will package several cities and oodles of
attractions into a 30-minute infomercial.
KEYWORDS: ADVERTISING TOURISM REGIONALISM by CNB