DATE: Friday, November 14, 1997             TAG: 9711140606

SECTION: BUSINESS                PAGE: D1   EDITION: FINAL 

SOURCE: BY DEBBIE MESSINA, STAFF WRITER 

                                            LENGTH:   92 lines

TOURISTS TELL BEACH: WE'LL BE BACK VISITORS, SPENDING AND SATISFACTION ON THE RISE

Virginia Beach must be doing something right.

Not only did the number of visitors and amount of spending in the resort area break records this summer, but an overwhelming majority of tourists were repeat visitors who said they would return again in the next two years.

The rosy outlook was detailed in the annual Virginia Beach tourism study conducted by Old Dominion University's Bureau of Research, based on visitor surveys.

It was the second consecutive record-setting season for Virginia Beach, which has been marketing the refurbished resort nationally as the ``New Virginia Beach.''

Hotel room nights rose 2.6 percent over last summer, with 821,920 rooms rented in June, July and August. In the past 10 years, room night occupancies jumped 24.6 percent.

The average party of four spent about $1,096 during the course of their 4 1/2-day visit. That represents a 2.3 percent increase in spending over last year, and a 13.8 percent, or $205, increase over the last five years.

``The message that Virginia Beach has a brand new look is working,'' said James B. Ricketts, Virginia Beach Department of Convention and Visitor Development director.

An award-winning advertising campaign (developed by Barker Campbell Farley & Mansfield Advertising and Public Relations) touted the $43 million beautification of Atlantic Avenue and the Boardwalk, the $35 million expansion of the Virginia Marine Science Museum and the opening of the 20,000-seat GTE Virginia Beach Amphitheater.

``Visitors are telling us that they like what they see and they want to come back - that's the best testimonial we could have to the strength of our campaign,'' Ricketts said.

Eight out of 10 summer visitors said they would return in the next two years, whereas in 1992, six out of 10 said they planned another visit. Plus, the proportion of repeat visitors increased from 66 percent in 1992 to 75 percent in 1997.

``Both of those numbers are extremely high and gratifying,'' Ricketts said. ``Folks responded to our advertisements and responded to their experience in Virginia Beach and the region.''

Visitors said what they liked most about Virginia Beach was that it is ``clean'' and ``nice.'' Other considerations included friendly people, family-oriented atmosphere and a variety of nearby attractions.

Aside from the beach and ocean, the most popular activities include shopping, the Virginia Marine Science Museum, Busch Gardens, Colonial Williamsburg, Life Saving Museum and Waterside.

Almost 90 percent of visitors rated their Virginia Beach vacation great or very good.

In addition to resort improvements and advertising, tourism officials also gave credit to the pleasant weather. There were no hurricane threats this summer, which often clear the beaches and hotels for several days at a time.

Like many hoteliers, Verne Burlage, owner of the Hilton Inn at 8th Street, was keeping score with Mother Nature. ``We had an 85-day stretch of perfect weather from June 10 through October,'' said Burlage, vice president of the Virginia Beach Hotel and Motel Association. ``That means a lot.''

Ricketts also credits vacation packaging with the region's other leading destinations including Norfolk, Williamsburg and Busch Gardens, for the rising numbers.

The ODU survey showed that Virginia Beach is attracting more mature, affluent visitors.

The average age of the head of a family is 40, and the average family income is $65,000. More than half of visitors had yearly family incomes of more than $55,000. About 56 percent of visiting parties have children under age 18.

Additionally, the study reflects a national trend toward more frequent and ``close-in'' vacations.

The proportion of weekend visitors to Virginia Beach rose from 16.5 percent in 1996 to 19.7 percent in 1997. The resort draws mainly from the close-in markets of Richmond and Northern Virginia, which account for more than one-fourth of visitors.

Some other regional tourist attractions are also having a good year.

Busch Gardens Williamsburg/Water Country USA just wrapped up record-breaking seasons. Officials credit new rides, including Alpengeist, the world's largest, fastest, most twisted roller coaster, for its success.

After several years of slumping numbers in the early 1990s, Colonial Williamsburg is showing a comeback. Ticket sales in 1997 are running almost 5 percent ahead of last year. ILLUSTRATION: Color photo

L. TODD SPENCER

Eight of 10 visitors said they return to Virginia Beach in the next

two years, according to a tourism study

Color file photo, BALTIMORE SUN

Colonial Williamsburg is among several popular attractions

Chart

Beach Tourism

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