THE VIRGINIAN-PILOT
Copyright (c) 1996, Landmark Communications, Inc.
DATE: Friday, September 20, 1996 TAG: 9609200543
SECTION: BUSINESS PAGE: D1 EDITION: FINAL
SOURCE: BY DEBBIE MESSINA, STAFF WRITER
LENGTH: 101 lines
A revamped regional vacation package that includes a choice of lodging and unlimited access to local attractions was a big hit with tourists this summer, generating more than $1 million in direct bookings.
The Family Fun Package will draw another $3 million in tourist business by the end of the year from visitors who learned of the area through the advertising but booked their trips independently, tourism officials said.
That's ten times better than last year's inaugural program, Kids' Corner, which featured fewer choices and less flexibility.
The promotion's success ``has given us all a million reasons to celebrate,'' James B. Ricketts, director of Virginia Beach Convention and Visitor Development, said Thursday. The package was conceived by Virginia Beach tourism officials.
The $800,000 program is funded by the package participants as well as the Virginia Tourism Corporation.
The Family Fun Package features a five-day/four-night vacation at a choice of hotels throughout the region; a complimentary breakfast each day; and unlimited access to Busch Gardens and Water Country USA in Williamsburg, the Virginia Air & Space Center in Hampton, Nauticus in Norfolk and the Virginia Marine Science Museum in Virginia Beach.
For a family of four, packages start at $699. The average package runs $850.
Four-day/three-night packages are also available.
The promotion is sponsored by the cities of Norfolk, Virginia Beach and Hampton, as well as Busch Gardens Williamsburg/Water Country USA and the Virginia Marine Science Museum.
``Vacation packages are not new, but this unique partnering of cities, hotels and attractions is,'' Ricketts said. ``The package allows consumers to tailor their vacation. ''
It is believed to be the first vacation package in the country to combine multiple city tourism departments, private hotels and regional attractions. It received the 1996 ``Shining Example Award'' from the Southeast Tourism Society.
The package was based on research that shows summer travelers look for affordable, flexible vacations that offer a combination of beach time and visits to attractions.
The program's sponsors credit the affordability, flexibility and convenience of the package for its success.
By calling a toll-free number, vacations are booked in about five minutes through The Vacation Store in the United States and by the Canadian Automobile Association.
``What's absolutely magical about this project . . . is that you see an incredible sublimation of egos,'' said Ed Dreistadt, vice president of marketing for Busch Gardens Williamsburg and Water Country USA.
The packages were marketed through 30-minute infomercials on selected cable networks, 30-second television spots and newspaper and magazine advertisements.
About 1,300 packages were booked from nearly 30,500 inquiries since April. Based on the average cost of $850 per package, immediate bookings have generated $1.1 million.
That figure is expected to climb to $4.4 million by the end of the year from tourists who inquire about the promotion but arrange their vacations themselves.
``Many more people are visiting our region as a direct result of this marketing program than the actual package bookings document,'' Ricketts said.
In Virginia Beach, the promotion generated 2,616 hotel room nights and more than 5,000 tickets to the Virginia Marine Science Museum over the summer months.
Sam Rogers, Norfolk's marketing director who oversees the regional Virginia Waterfront tourism campaign, said the package has helped create an identity for the region.
``Our image and awareness has increased dramatically,'' Rogers said. ILLUSTRATION: Graphic with color logo
FAMILY FUN PACKAGE
What it is
A five-day/four-night vacation at a choice of hotels throughout
the region; a complimentary breakfast each day; and unlimited access
to Busch Gardens and Water Country USA in Williamsburg, the Virginia
Air & Space Center in Hampton, Nauticus in Norfolk and the Virginia
Marine Science Museum in Virginia Beach. Average cost: $850.
What its done
The campaign has generated more than $1 million in direct
bookings this summer, and it is expected to draw another $3 million
in tourist business by the end of the year from visitors who learned
of the area through the advertising but booked their trips
independently.
Why it's unique
It is believed to be the first cooperative vacation package in
the country to combine multiple city tourism departments, private
hotels and regional attractions. Working together are Norfolk,
Virginia Beach and Hampton, as well as area hotels and Busch Gardens
Williamsburg/Water Country USA and the Virginia Marine Science
Museum.
KEYWORDS: REGIONALISM TOURISM by CNB