THE VIRGINIAN-PILOT
Copyright (c) 1996, Landmark Communications, Inc.
DATE: Saturday, February 10, 1996 TAG: 9602100012
SECTION: FRONT PAGE: A10 EDITION: FINAL
TYPE: Editorial
LENGTH: Medium: 70 lines
Norfolk's three-year, $9 million ``Virginia Waterfront'' campaign is far and away the Old Dominion's most-important promotion of one region's multiple enticements to vacationers.
A just-released study documents the encouraging degree to which the campaign is boosting tourism across Hampton Roads. According to the study, the 1995 campaign year brought in $35 million from travelers and $24 million from business-to-business sales and other ripple activities, for a total of $58 million. The figure is conservative. Total revenue could be three times higher.
In any event, the documented results for now more than qualify Norfolk for the lion's share of state funding earmarked for regional appeals to travelers. The state has been providing a financial incentive for regional tourism promotions since 1990.
The travel market's impact on Virginia's economy is reckoned at $9.3 billion a year, with Hampton Roads accounting for $2 billion. The Virginia Beach resort strip and Colonial Williamsburg generate most of the tourist revenue in Southeastern Virginia. Some 1.9 million travelers contributed $500 million to the Beach economy last year, $1 billion to the region's. With the makeover of Atlantic Avenue, the doubling of the Virginia Marine Science Museum and construction of the Virginia Beach Amphitheater, all scheduled for completion this year, the resort city is certain to pull in more visitors than ever before and net yet more millions for the municipal treasury.
Norfolk is aggressively in quest of tourists, which explains the Virginia Waterfront campaign. The city offers much: most prominently, Norfolk Botanical Garden, Virginia Zoo, Waterside festival marketplace, the National Maritime Museum - Nauticus, Chrysler Museum, Admirals ice-hockey games, Virginia Opera, Virginia Symphony, Virginia Stage Company, MacArthur Memorial and aircraft carriers, submarines and other Navy vessels at the Naval Station. MacArthur Center shopping mall is to join the list in 1998. The many delights that Hampton Roads holds for vacationers cry out for marketing the region as a travel destination rich in pleasures for every family member.
Norfolk City Council set out in 1994 to ensure that the old seaport cashes in big on tourism by heralding Southeastern Virginia as an outstanding vacation land. The goal of the Virginia Waterfront campaign, which is underwritten by city meal and room taxes, is an increase in tourism's economic impact upon the region from $2 billion to $2.5 billion within five years. Altogether, perhaps $14 million is invested annually by Hampton Roads' cities and attractions to draw tourists. Norfolk City Council recognizes that enlarging the region's take from tourism benefits Norfolk as well as its neighbors. Norfolk is Hampton Roads' financial center and a major supplier of goods and services to the hospitality industry.
All Hampton Roads should join the Virginia Waterfront campaign. Colonial Williamsburg and Busch Gardens compete less with Virginia Beach (and vice versa) for travelers' favor than with Washington, D.C., Myrtle Beach, S.C., Orlando, Fla. and Atlanta, Ga. That's the compelling reason to telling the world about ``the Virginia Waterfront.''
Strong, sustained promotion of the region - complementing promotional activities by localities and tourist attractions - is essential if Hampton Roads is to transformed into a globally competitive travel destination.
Norfolk alone is doing what Hampton Roads' localities should long ago united to do together. Greater Norfolk Corporation, Virginia Beach Vision and Hampton Roads' Plan 2007 have blessed the city's initiative. The General Assembly should do more than that by sending millions for the Virginia Waterfront campaign Norfolk's way. The bang for the buck is big. by CNB