visit loudoun 2012 annual report

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P1 Loudoun County Visitors Association 2011-2012 Annual Report Loudoun Convention & Visitors Association July 2011 - June 2012 ANNUAL REPORT © 2012 Robb Sharetg/sharetgpictures.com. All Rights Reserved.

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Page 1: Visit Loudoun 2012 annual report

P1 Loudoun County Visitors Association 2011-2012 Annual Report

Loudoun Convention & Visitors Association July 2011 - June 2012 AnnuAl RepoRt

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Page 2: Visit Loudoun 2012 annual report

P2 Loudoun County Visitors Association 2011-2012 Annual Report

Our vision Visit Loudoun’s vision for tourism in Loudoun is to be a “must visit” destination supported by the community that recognizes the economic and quality of life benefits that come from sharing our home with visitors. We seek to be the preferred East Coast wine country experience.

Our mission The mission of Visit Loudoun is to generate economic benefits for Loudoun County and its jurisdictions through marketing Loudoun as a visitor destination.

Our objectives for fiscal year 2012

1. Communication: To use a variety of communication tools to engage our audiences and effectively deliver our brand promise.

2. Sales and Market Promotions: To use an innovative sales approach to generate maximum community impact.

3. Visitor Services: To serve as the official resource for visitors to enhance their experience, increase their spending, and create destination evangelists.

4. Education and Training: To foster a culture of continual learning to promote destination prosperity.

5. Product Development: To lead Loudoun’s destination development.

6. Organizational Excellence: To ensure that Visit Loudoun’s culture, infrastructure, and financial and staffing resources contribute to the organization’s success.

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Page 3: Visit Loudoun 2012 annual report

P3 OffiCers, BOArd & stAff Loudoun County Visitors Association 2011-2012 Annual Report

OfficersChairGreg J. Miller PM Hospitality Strategies

Vice ChairMargaret Gene Ford Print Management Inc

SecretaryLori Corcoran Corcoran Vineyards & Brewing

TreasurerBeth M. H. Erickson Journey Through Hallowed Ground Partnership

DirectOrsVictoria L Bendure Bendure Communications Inc

Felix B. Bighem BWM of Sterling

Christopher U. Brown Washington Dulles International Airport

Amy Cross-Monroe Tourism Advocate

Prem Devadas Salamander Hospitality

Shye G. Gilad ProJet Aviation

Herbert E. Glose BF Saul Company

Ellen S. Goldberg Briar Patch Bed & Breakfast Inn

Jacqueline B. Gosses Homewood Suites/Hampton Inn & Suites Leesburg

Clyde Housel Hiddencroft Winery

Carolyn E. Howell Fun Company Events, LLC

Tina R. Johnson JP Events & Consulting

Melanie Schmidt The Medical Spa at Nova

LaMott K. Smith Raspberry Golf Management

Carrie G. Whitmer Lightfoot Restaurant

Eric Whitson The National Conference Center

ex-OfficiOGary M. Clemens Loudoun County Circuit Court, Visit Loudoun Foundation

Marantha Edwards Town of Leesburg

Thomas M. Flynn Loudoun County Department of Economic Development

Anthony J. Howard Loudoun County Chamber of Commerce

Cynthia C. Pearson

Town of Middleburg

fY 2012 staff ListAdministrationPatrick Kaler President & CEO

Greg Harp Director of Finance & Administration

MarketingJeremy Harvey Vice President of Marketing

Jackie Saunders Director of Public Relations

Stacey Sheetz Marketing Communications Manager

Wendy Ferrigno Tourism Marketing Manager

Jennifer Christie Marketing Project Specialist

SalesJennifer Ritter Director of Sales

Karin Aaron National Sales Manager

Ashleigh Dawson Client Services & Sales Manager

Naomi Kurzyna Sales Project Specialist

ResearchBrian Jenkins Director of Business Strategy & Research

Industry RelationsJanet Tamassia Industry Relations Manager

Sharon Wells Visit Loudoun Brochure Delivery

Visitor Center HostsAnna Fasolo Roberta FasoloMartha KlingNancy PhillipsPatti Hartle

Page 4: Visit Loudoun 2012 annual report

P4 Letter frOm BOArd ChAir Loudoun County Visitors Association 2011-2012 Annual Report

Dear Loudoun Tourism Industry & Friends, As we wrap up 2012, I’d like to thank you for the

opportunity to serve as your board chair this last year.

Our industry, the board members, Loudoun as a

destination, and the talented team at Visit Loudoun

inspire me. Fiscal year 2012 saw continued and exciting

change in the organizational and programmatic structure

of Visit Loudoun under President & CEO Patrick Kaler.

These changes brought a new and aggressive business

plan that aligned the organization with better defined roles

and functions. The business plan’s success is measured

in positive economic impact for Loudoun County which

resulted in a highly productive year through innovative

programs and dedicated professionals.

Visit Loudoun concentrated on event development

opportunities that will generate visitation and provide

regional or national recognition for the destination brand.

Continued success is expected and the dividends will be

significant. Major events such as North Face Endurance

Challenge, National Paintball, and Destination Races’

Virginia Wine Country Half Marathon continues to provide

national exposure. Our continued efforts to attract and

support these events will result in greater visitor spending

and return and repeat visitation.

During the past year, I had the opportunity to continue

as chairman of the Destination Development Committee.

This committee explores the issues and opportunities

associated with the development of tourism and ventures

that may impact tourism in Loudoun County. Loudoun is

an emerging destination and Visit Loudoun will continue

to be a voice for the visitor and provide subject matter

expertise to distinguish Loudoun from other destinations.

As we look to the future, the momentum for Visit

Loudoun’s new perspective and opportunities will

continue to grow and prosper with the county’s tourism

economy. We look to you, our industry partners, to

continue to work with us as we implement the plans

you helped develop and to become the destination

we envision.

Sincerely,

Greg Miller, Board Chair

Greg Miller, Board Chair

Page 5: Visit Loudoun 2012 annual report

P5 Letter frOm President & CeO Loudoun County Visitors Association 2011-2012 Annual Report

Sincerely,

Patrick Kaler, President & CEO

Patrick Kaler, President & CEO

Dear Loudoun Tourism Constituents & Partners, Visit Loudoun is charged with marketing Loudoun

County as a premier business and leisure destination.

Loudoun County, or DC’s Wine Country® as it has also

come to be known, is rapidly developing into a regional

center for new business – enhanced by a coveted

quality of life and proximity to the Nation’s Capital. The

significance and importance of tourism to this equation

cannot be understated.

Last year, the tourism industry for Loudoun County

continued to generate just over $1.5 billion in direct

economic impact while supporting 15,789 hospitality-

related jobs. Tourism in Loudoun County also generated

over $67 million in state and local taxes and provided a

tax relief of $604.88 per Loudoun County household.

In addition to the economic benefits of tourism, DC’s Wine

Country® enjoys continued growth and the development

of projects that enhance the lives of residents as well

as visitors. Enhancements to Loudoun’s offerings to

leisure and group business over the last year include

new products such as DC Metro Food Tour’s walking

tour of Downtown Leesburg, new retail and restaurant

development in the Town of Purcellville, the addition of

new soccer fields at Morven Park, and the dedication

of Loudoun County’s Bolen Park. DC’s Wine Country®

now boasts nearly 40 wineries and tasting rooms and

continues to be the Virginia Commonwealth’s largest and

fastest growing wine region. Loudoun County’s diverse

activities and tourism product were also featured in the

multiple award winning nine episode web series Get Lost

In Loudoun produced by Visit Loudoun.

As the nation’s economy continues to recover, Loudoun

County will carry on to see further positive growth of

business as a key indicator to improve and thrive. More

visitors to the destination translates into increased stays

in our hotels, small inns, and B&Bs as well as meals being

eaten in our restaurants, cash registers ringing in our

shops, and more guests experiencing Loudoun’s attractions

and activities. All of these activities translate into more

spending which ultimately converts into additional jobs

and further economic benefit for our great county.

Page 6: Visit Loudoun 2012 annual report

P6 PrOgrAm highLights Loudoun County Visitors Association 2011-2012 Annual Report

Program highlights during the year include:Industry Accreditation

Visit Loudoun’s accreditation was renewed under the Destination Marketing Association International’s Destination Marketing Accreditation Program for 2012. The program recognizes destination marketing organizations that meet or exceed industry standards. Visit Loudoun was accepted under the program for five years in 2008 and is accredited

under the program through March 31, 2013.

Visit Loudoun UniversityVisit Loudoun University is Visit Loudoun's education initiative that includes a variety of seminars and information programs designed to keep the industry connected, learning, and collaborating with Visit Loudoun and with one another. Visit Loudoun University includes four components: Friday Tourism Forums, Resource Hours, Industry Familiarization (FAM) Tours, and the Certified Tourism

Ambassador (CTA) Training Program. The CTA Program is a program of The Journey Through Hallowed Ground Partnership that is marketed by Visit Loudoun. A total of 70 new Certified Tourism Ambassadors were accredited this year.

Tourism Forums held this year were attended by 205 people, and included:

• Virginia Tourism Marketing Grants • Restaurant Business Matters • Visit Loudoun is Going International • New Opportunities to Gain Search Engine

Visibility

• Using Google to Enhance Your Marketing• LivingSocial and the Changing Power

of Social Commerce• Visitor Trends

Familiarization Tours attracted 65 industry participants and focused on:

• Civil War sites in/around Leesburg • A walking tour of the town of Middleburg • Waterford and Lovettsville

Industry CommunicationsIn an effort to further enhance communication between Visit Loudoun and the Loudoun tourism industry and its stakeholders, a monthly industry eNewsletter was launched, reaching an audience of over 1,000 people with each issue. The eNewsletter serves as Visit Loudoun’s main business-to-business communication tool, and includes all of Visit Loudoun’s program and event announcements and opportunities for businesses and organizations to participate in those programs.

During the past year, Visit Loudoun continued its implementation of its strategic plan, and with it, led the destination forward in new directions and with new initiatives. We sought to engage with the industry, strengthen our communications, and provide more educational opportunities. With an eye toward innovation, we’ve sought to provide more value to our partners and increase economic impact.

program highlightsmarketing

Page 7: Visit Loudoun 2012 annual report

P7 mArketing PrOgrAm highLights Loudoun County Visitors Association 2011-2012 Annual Report

ResearchVisit Loudoun produced a new Lodging Study of hotels, motels, and B&Bs in the county. The purpose of the study was to determine the percentage of occupancy driven by thirteen market segments, annual occupancy percentages, travel party information, and top leisure feeder markets. Based on the research, from 2007 to 2011, Loudoun County lodging room inventory increased by 20% with an overall addition of 1,127 rooms.

2011 Category ALL

Corporate 15.0%

Government 19.2%

SMERF (social, military, educational, religious, fraternal)

5.7%

Team sports/events/tournaments 2.1%

Association 2.1%

Individual Business (non-group) 29.3%

Tourists visiting the area (local attractions/historic sites, etc.)

9.3%

Visiting local friends & relatives 2.4%

Group tour/Motorcoach 6.1%

Weddings/Reunions/Family events 3.8%

Other 5.0%

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Page 8: Visit Loudoun 2012 annual report

P8 mArketing PrOgrAm highLights Loudoun County Visitors Association 2011-2012 Annual Report

Digital MarketingDigital Marketing Efforts Focused on Driving Traffic to VisitLoudoun.orgVisitLoudoun.org, Visit

Loudoun’s main consumer

focused website, continued to

draw strong traffic and even

experienced an uptick toward the

end of 2012. In total, the website

saw 223,067 unique visitors this

calendar year, an increase of 25%

over last year. To enhance Visit

Loudoun’s efforts to attract sports

events and activities, a sports-

focused section was added to

VisitLoudoun.org, leveraging the

sports assets we’ve compiled and

offering sports and tournament

planners a one-stop planning

tool. The section highlighted the

“Top 7 Reasons to Bring Your

Sporting Event to Loudoun.”

New Visit Loudoun Brand Pages on FoursquareVisit Loudoun recently created

brand pages on the social media

check-in site Foursquare.

They feature descriptions of

the destination, links to our

website and other social media

accounts, and links to many

Loudoun attractions, destination

restaurants, wineries, etc., to

encourage visitors to explore

more of our destination while

they are here. In addition, in

conjunction with of our Civil

War marketing campaign, Visit

Loudoun added 50 Civil War

related sites open to the public in

Loudoun including battlefields,

museums, Virginia Civil War

Trails markers, and more.

Driving Loudoun’s Holiday Experiences OnlineVisit Loudoun implemented a

holiday marketing campaign

for the 2011 season promoting

great holiday events, packages,

and shopping opportunities in

Loudoun. The Facebook focused

advertising campaign targeted

an audience within a 1-3 hour

drive to encourage overnight

visitation. The advertising

reach on Facebook generated 35

million impressions and 9,000+

clicks to the Visit Loudoun

Facebook page and more than

2,700 new “likes.” A local goodie

package was awarded each

day from Dec 1-12 to keep users

engaged. Overnight stays were

encouraged via a “Third Night

Free” accommodations promotion

for nights booked between

November 18 and December 26.

Promoting Travel for Valentine’s Day

A marketing campaign to

promote travel to Loudoun for

the 2012 Valentine’s Day

was run online. Facebook ads

and pay-per-click marketing

targeted a 2 hour drive radius.

The campaign featured multiple

messages including February is

for Lovers, Romance Packages,

and Valentine’s. The campaign

generated 6,508,901 impressions

and garnered 1,593 click

throughs to the Visit Loudoun

website.

Targeting Civil War-Interest Travelers with Spring Marketing Campaign

To promote Loudoun as a

destination to visit during the

Civil War Sesquicentennial,

an online marketing and social

media campaign was launched

in early March to promote

Loudoun as a destination for

heritage travelers. The campaign

generated 14 million impressions,

11,800 clicks to the Civil War site,

5,803 Facebook likes and 1,034

registrations for the Civil War

giveaway contest.

...the website saw 223, 067 unique

visitors this year, an increase of 25% over

last year.

Page 9: Visit Loudoun 2012 annual report

P9 mArketing PrOgrAm highLights Loudoun County Visitors Association 2011-2012 Annual Report

Promoting Summer 2012 Travel to LoudounTo promote visitation during the summer months of 2012, Visit Loudoun launched a marketing campaign at the end of May. Housed on the DC’s Wine Country Facebook page, under the theme, “Summer’s Perfect Pairing,” the campaign focused on attracting food and wine travelers to Loudoun to experience our wineries, events, and more, and promoted packages and other experiences to encourage overnight stays. The campaign also promoted the destination for visitors who travel with their pets. The campaign featured two prize packages and generated 57 million impressions, 20,633 clicks to our Facebook page, 3,869 new Facebook likes, and 462 contest registrations.

Reaching Trip Advisor Users Via a Destination SponsorshipVisit Loudoun launched a “Destination Sponsorship” with TripAdvisor in August. The campaign featured an enhanced destination presence on the number one-ranked trip planning website and included photos and video, content, and banner ads.

Leveraging the Fastest Growing Social Media SitIn 2011, Visit Loudoun launched its presence on the hottest social media site around: Pinterest. The image and video sharing site included 13 Loudoun boards on DC’s Wine Country, Sweet Treats, Civil War, and some fun ones such as Four Legged Loudoun and LoCo in Lo.Co. The boards can be seen at Pinterest.com/VisitLoudoun.

Expanded Presence on Virginia.orgVisit Loudoun placed banner advertising in the attractions sections of Virginia.org for May and June. These generated 50,000 impressions. During the two months, the ads generated 519 click throughs to VisitLoudoun.org.

“Summer’s Perfect Pairing” focused on attracting

food and wine travelers to Loudoun to experience our wineries, events, and more, and promoted packages and other experiences to

encourage overnight stays.

Page 10: Visit Loudoun 2012 annual report

P10 mArketing PrOgrAm highLights Loudoun County Visitors Association 2011-2012 Annual Report

Video Content MarketingOnline Video Continued to Prove Popular and Generated ViewsVisit Loudoun’s library of video content continued to show great return on investment and generate tremendous exposure for the destination. More than 60 videos were hosted on 14 sites including YouTube.com, TravelChannel.com, Triporia.com, and TripAdvisor.com. In total, a total of 86,064 video views were generated in FY12. Since Visit Loudoun launched its video campaign in 2007, more than 277,000 video views have been generated.

New Web Series Aimed at Adventure Seeking Gen Ys and XsVisit Loudoun’s main content initiative this year was a campaign around a new web series called “Get Lost in Loudoun.” This web series showcases, in reality-style and unscripted format, the varied experiences of the destination through the exploits of real people. Episodes highlighted activities such as whitewater rafting, paintball, following a Civil War mystery, ghost hunting in a historic mansion, chasing pigs and chickens, and more. Episodes were released weekly which extended the

duration of the campaign and also provided a reason for the audience to return, increasing their exposure to the brand. By promoting this video series on some of the nation’s most popular websites – and through some of NBC and Bravo’s most popular TV shows - we were able to reach a whole new set of potential travelers.

The objective for the web series and campaign was to create new content and videos for the web that would tell a compelling story about our destination, and get users engaged with Loudoun in a new and deeper way. Visit Loudoun engaged visitors through a variety of online platforms, media, and touch points, encouraging them to watch, learn more, share, and enter to win their own experience.

The results were:• Increase in market share of

younger demographics (13-44 years old): +14.1%

• Total impressions generated: 17,784,318

• Total views of videos: 24,866• Total number of visits to

GetLostInLoudoun.com microsite: 15,502

• Total number of getaway experience contest entries: 1,264

Series begins September 27th!This 9 episode web series follows the adventures of two women and two men as they seek to break out of their routines and go local in Loudoun. GetLostinLoudoun.com

Getting Lost is

a Good Thing

Get Lost in Loudoun A Loudoun County Adventure Web Series

Page 11: Visit Loudoun 2012 annual report

P11 mArketing PrOgrAm highLights Loudoun County Visitors Association 2011-2012 Annual Report

Display AdvertisingGreeting Arrivals to Dulles Airport - Loudoun CountyVisit Loudoun initiated a partnership with the Metropolitan Washington Airports Authority to install diorama displays at Washington Dulles International Airport. The displays promote Loudoun’s wine country, heritage, towns and villages, horse country, and the “Get Lost in Loudoun” web series. The dioramas include QR codes for easy access to the consumer website and Visit Loudoun’s social media sites. They are posted in the domestic baggage claim area.

Banner Stands Promoted Loudoun ProductsFive new banner stands were produced to showcase Loudoun products. The banners were utilized at trade and industry events and were taken to Germany as part of Loudoun Board of Supervisor Chairman Scott York’s mission to Main-Taunus Kreis, in which Visit Loudoun participated.

Showcasing Loudoun to Sports Planners Visit Loudoun developed a new trade show booth of sports-related images for use at sports shows and events.

Local Artist Featured on Wine Country Half Marathon Poster Visit Loudoun produced new poster artwork for the 2012 Virginia Wine Country Half Marathon. The poster, created by Loudoun artist Jill Evans-Kavaldjia, featured the scenic view of the start and finish line into Doukénie Winery.

C

ool R

aces in Beautiful Places

destinationraces.com

EVENTS Thursday: Early Packet Pickup @ Potomac River Running Store (Cleveland Park) / Welcome Reception @ Ardeo+BardeoFriday: Race Expo @ Lansdowne Resort / Race Dinner @ Morvan Park Carriage Museum in Leesburg Saturday: Race Start and Wine & Music Festival @ Doukenie Winery / Finishers Celebration & Concert @ Tarara Winery

Page 12: Visit Loudoun 2012 annual report

P12 mArketing PrOgrAm highLights Loudoun County Visitors Association 2011-2012 Annual Report

Visit Loudoun Publications and PrintingLoudoun’s Culinary Travel Experiences Showcased in New Updated GuideA new, updated edition of the Touring Guide to Loudoun, Virginia: DC’s Wine Country® was produced which showcased Loudoun’s wine country and included descriptions of wineries, Loudoun Destination Restaurants, breweries, a distillery, and other food and wine experiences. Each of the five clusters was introduced with a description of the area. The 2012 edition included two new Destination Restaurants, four new wineries, and one new brewery.

New Expanded Touring Map and Visitors Guide ProducedVisit Loudoun produced a new edition of the Touring Map and Visitors Guide which included new attractions such as wineries and tasting rooms, the Unison Battlefield Historic District, and new Virginia Civil War Trails markers. New categories added included movie theaters, bowling alleys, breweries, and more. The Leesburg Trolley Route and the electric vehicle charging station in Hamilton were included as well.

Targeting Business Travelers In its continued efforts to convert business travelers to leisure, Visit Loudoun produced a two-sided tent card for placement in hotel and B&B rooms in the county to promote the “Get Lost in Loudoun” web series and the Loudoun Civil War website.

Targeting Heritage Travelers with New Civil War BrochureVisit Loudoun, in conjunction with its partners Morven Park, Northern Virginia Regional Park Authority, and Lansdowne Resort, produced a new brochure and map of Civil War sites in Loudoun titled The Civil War in Loudoun. The brochure includes 14 sites open to the public, 40 historic Civil War markers, and a contest for a weekend stay at a Leesburg historic home where Robert E. Lee stayed in 1862. The brochure was partially funded by a $5,000 marketing grant from the Virginia Sesquicentennial Commission.

Targeting International Travelers and Planners

Visit Loudoun produced two new international marketing brochures in English and German to promote Loudoun as a

destination for foreign visitors. The brochures were distributed at PowWow in April which Visit Loudoun attended, and during

Loudoun, VirginiaA D I S T I N C T I V E D E S T I N AT I O N

D C ’ S W I N E C O U N T RY ® | U P S C A L E S H O P P I N G | H E R I TAG E

VISITLOUDOUN.ORG

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Page 13: Visit Loudoun 2012 annual report

P13 mArketing PrOgrAm highLights Loudoun County Visitors Association 2011-2012 Annual Report

the German sister-county visit in April.

Quick Reference Brochure for Meeting Planners

An updated and revised version of our Meeting Planners Quick Reference brochure was produced. The brochure offered 10 reasons to meet in Loudoun, included an easy reference chart of Loudoun meeting specs, and location and destination information.

Sports Brochure Highlighted Destination Assets

Visit Loudoun produced a sports brochure for distribution at sports shows positioning Loudoun as the ideal sports event destination. The piece highlighted “7 Reasons to Bring Sports Events to Loudoun,” several of Loudoun’s signature sports facilities, testimonials, major events, and more.

Promotions and EventsTargeting Wine Bloggers

Visit Loudoun hosted 15 bloggers for a pre-conference familiarization tour for those attending the Wine Bloggers Conference in Charlottesville July 21-22. The tour included visits to Breaux, Chrysalis, Tarara, and Sunset Hills along with dinner at Grandale Farm and lunch at Market Salamander. Visit Loudoun escorted the bloggers around the destination and then to the conference. Additionally, Visit Loudoun exhibited at the conference and had two staff members attend to network with the bloggers.

Loudoun Hosted Wine BloggersAbout 40 wine bloggers descended on Loudoun in early May as part of TasteCamp East. The bloggers visited several Loudoun wineries over the three day weekend. Hosting bloggers to write about Loudoun and its wine is part of the strategy to engage online influencers.

Page 14: Visit Loudoun 2012 annual report

P14 mArketing PrOgrAm highLights Loudoun County Visitors Association 2011-2012 Annual Report

International Marketing

Visit Loudoun Increased its International Marketing Efforts Visit Loudoun leveraged its strong brand, proximity to Washington, D.C., and Washington Dulles International Airport, to increase its presence internationally and generate tourism from abroad. In conjunction with its partners Capital Region USA (CRUSA), Visit Loudoun attended the U.S. Travel Association’s International Pow Wow trade show for international tour operators, reception operators, and media.

Visit Loudoun Leveraged its Regional Partner to Attract International Visitors

Visit Loudoun participated in several marketing initiatives with Capital Region USA to

promote Loudoun to international visitors. Visit Loudoun placed a banner ad on the CRUSA home page, participated in an email to international operators, and added our “Get Lost in Loudoun” video trailer.

Visit Loudoun hosted a dinner in New York in September with several receptive tour operators, the businesses that package our product to international tour operators.

Print AdvertisingTelling Loudoun’s Story Through AdvertisingVisit Loudoun promoted the destination through a year-long print advertising campaign that featured ads in the following publications. The leisure market was targeted in the Official DC Visitors Guide, Touring

& Tasting Magazine, and the Virginia Tourism Corporation’s Virginia is for Lovers Travel Guide. For the international market, Visit Loudoun advertised in the Capital Region USA Travel Guide (English and German). Meetings publications included the Virginia Meeting Planners

55Touring & Tasting54 touringandtasting.com

inside scoop Loudoun County’s 30 wineries are grouped into five driving clusters. Each cluster is an experience unto itself, offering plentyto do for days. So book a room (there are more than 5,000 here) and settle into DC’s wine country.

LOCAL WINESExpect delightful Chardonnays, CabernetFrancs, Cabernet Sauvignons, Chambourcins,Merlots, Viogniers, and Nortons—from anative Virginia grape. Loudoun has 30 wineriesand tasting rooms. To make touring easy,Loudoun has grouped them into driving clusters: Loudoun Heights, Waterford,Potomac, Mosby, and Harmony. Look intothem all, but you really can't go wrong. Eachdrive is a unique experience on scenic countryroads, with frequent stops for wonderfulwines, food, and more.

LOCAL FOODSDC’s wine country is known for good foodand excellent restaurants. The LoudounDestination Restaurant Program identifiesnine county dining establishments as “restaurantsthat are so interesting, different, or special, thatpeople travel just to eat there.” Restaurants arenominated and judged by a Loudoun tourismindustry panel on their ability to: offer a uniqueexperience, create a culinary/cultural adventurethat educates as well as entertains, utilize locallygrown products, be a local favorite and goodneighbor, provide consistently excellent quality,and serve Loudoun wines.

LOCAL FINDSFor a one-of-a-kind experience, stay at theGoodstone Inn & Restaurant, just north ofMiddleburg. Accommodations are provided inauthentic buildings across the estate, includingthe Carriage House, the French Farm Cottage,the Bull Barn, and the stately Manor House.The estate’s award-laden restaurant, headedby Executive Chef William Walden, is aLoudoun Destination Restaurant Programrestaurant whose menu features many estate-grown ingredients. There’s plenty to do on theproperty, and there’s always Middleburg andgreat wineries nearby.

visitloudoun.orggoodstone.com

Norfolk

Richmond

Washington,D.C.

Leesburg

VIRGINIA

LoudounCountyLoudounCounty

Known as DC’s wine country for its proximity to the heart ofWashington, DC (just 25 miles), Virginia’s Loudoun Countyprovides a breath of fresh air and so much to discover.

he rolling hills of Loudoun County are a treasure trovefor visitors looking for something to do. Its countrysidehas remained untouched for decades, with windingroads that lead past elegant estates and picturesquehorse farms. Loudoun County is proud of its equestrianlegacy, as evidenced by its many race tracks, riding

trails, shows, and equestrian-related museums. The gently rollingpastoral landscape is a haven for golfers, hikers, rock climbers, cyclists,and birdwatchers. There are family farms and dozens of tasting roomsto visit, as well as art exhibits, concerts, and theatre to take in.

Besides offering so much in recreation and entertainment, DC’swine country offers a feeling that is deep and true. Loudoun County’shistory is America’s history. This fervent connection to the nation’s lega-cy can be experienced around every turn—in the heritage areas, CivilWar battlefields, and the last cable-operated ferry on the East Coast.

A scenic breath of fresh air, Loudoun County is wonderful for adriving or walking tour. You’ll discover a gracious landscape of horses,vineyards, historic towns and villages—a place you’ll want to returnto again and again.

TLoudoun

7 Small Historic Towns The towns of DC’s wine country are fun toexplore. There’s a great little mercantile store inHamilton. Hillsboro’s newest structure was builtin the late 1800s. Leesburg is full of historic attractions and shopping and dining opportunities.The town of Lovettsville still celebrates theGerman heritage of the immigrants who settledthere in the 1730s. The nation’s horse and huntcapital, Middleburg, offers individually ownedstores and original buildings. Despite a series ofhistoric fires, downtown Purcellville maintains afriendly hometown feel. And the sleepy town ofRound Hill hosts a monthly bluegrass festival.

VIRGINIA

LEFT: Boxwood Winery RIGHT:Hillsborough Vineyards; BreauxVineyards; the Restaurant atPatowmack Farm; GoodstoneInn & Restaurant

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Page 15: Visit Loudoun 2012 annual report

P15 mArketing PrOgrAm highLights Loudoun County Visitors Association 2011-2012 Annual Report

Guide. The wedding market was targeted in Destination Weddings Magazine. And the group tour market was targeted with the Virginia Tourism Corporation’s Group Tour Planner.

Visit Loudoun participated in an advertorial in Touring & Tasting Magazine for their Summer/Fall 2012 edition. The article featured an overview of Loudoun’s wine country and included information on our towns and villages, Destination Restaurants, and the Goodstone Inn & Restaurant, a co-op partner, and provided a weekend stay for a giveaway promotion. Circulation: 55,000 plus online.

Visit Loudoun placed a half-page ad in the 2012 edition of the Virginia is for Lovers Travel Guide. This publication is the primary fulfillment piece for consumers requesting information through the Virginia Tourism Corporation. Circulation is 600,000 plus online.

Outside Funding InitiativesVisit Loudoun Leverages Outside Funding for Marketing Efforts

Morven Park, in partnership with Visit Loudoun, the Northern Virginia Regional Park Authority, and Lansdowne Resort received $5,000 in marketing leverage funding from Virginia Tourism Corporation’s Marketing Leverage Fund to produce a new visitor-focused brochure on Loudoun’s Civil War sites. The brochure was produced in March.

AwardsVisit Loudoun Recognized for Video Marketing EffortsThe microsite for the “Get Lost in Loudoun” web series, GetLostInLoudoun.com, was awarded a “Best in Show” Gold ADDY® award in District 3 (Virginia, North Carolina, and South Carolina) of the American Advertising Federation.

Visit Loudoun’s web series, “Get Lost in Loudoun,” was awarded two Telly Awards. Two bronze awards were given in the categories of Travel/Tourism and

the People’s Choice. The Telly Awards is the premier award honoring the finest film and video productions. The Telly Awards received over 13,000 entries from all 50 states and 5 continents.

Media RelationsGenerating earned media for Loudoun and positioning Loudoun in the media as an engaging destination was an important goal for this year. Using a variety of strategies including hosting media for site visits and familiarization tours, inviting media to luncheons in New York, and visiting media at their offices for desk-side appointments, Visit Loudoun’s media relations campaign leveraged the power of the media to tell the story of the destination. During this year, media relations generated 50,135,320 impressions for an advertising value of more than $1 million. Highlights included:

“ Get Lost in Loudoun’s Web series aims to spur tourism” The Washington Post, September 2011

“ The 10 Best Wine Regions You've Never Heard Of” Budget Travel, October 2011

Extended reach included:• FOX.com National

• WTOP• Dallas Morning News

" The Ultimate Antiquing Tour" Southern Living Magazine, November 2011

“ 10 Best Wine Travel Destinations 2012” Wine Enthusiast Magazine, February 2012

Extended reach included:• CBS6 WTVR, Richmond, VA• International Business

Times: IBTraveler• The Washington Post

Lifestyle• Huffington Post Travel• Chicago Tribune (CBS clip)• Boston Globe• NBC4, Washington, DC• NBC29, VA• WJLA7, Washington, DC• WUSA9, Washington, DC• Augusta Free Press• AlexandriaNews.org• WTOP• Washington Examiner• The Post and Courier

Charleston

“ Destination Guide, Loudoun County, Virginia” Meetings & Conventions Magazine, April 2012

“ Team Building with Food” Meetings & Conventions Magazine, April 2012

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“ 2012 a very good year: Loudoun County welcoming four new wineries” Washington Business Journal, June 2012

Luncheon Engages New York Media

In September, more than 20 key media were in attendance at Per Se restaurant in New York City to learn more about Loudoun and enjoy lunch paired with Loudoun wines.Visit Loudoun’s mission in New York City was to influence key travel and lifestyle media with the goal of showcasing Loudoun County as a destination and to enlighten audiences about the travel opportunities. The team had the opportunity to position Loudoun County as a “must see” destination and create new and lasting relationships with top receptive operators and nationally recognized media. Representatives from partners Salamander Hospitality, Tarara Winery, and Lansdowne Resort supported the event by attending and promoting the county’s offerings. Additional partners provided wine for pairing and the media were introduced

to all Loudoun has to offer in an overview by President and CEO, Patrick Kaler and VP of Marketing, Jeremy Harvey.

Top media attendees included Redbook, Conde Nast, Town & Country, Travel & Leisure, Money, Arthur Frommer’s Budget Travel, O Magazine, and many more.

Visit Loudoun’s media team followed up the luncheon with individual desk side appointments with top media such as Departures Magazine, Wine Spectator, and The New York Times. The event helped establish relationships with media and generated several articles and blog posts.

Visit Loudoun Hosts Wine Bloggers

Visit Loudoun hosted TasteCamp, an event that brought influential wine bloggers to Loudoun in May. Over its three first years, TasteCamp generated significant attention for the wine regions where it has taken place, generating dozens of stories and articles every year. It also offers emerging wine regions an exceptional

opportunity to have their wines tasted by a passionate outside audience that brings a different light to local wine production and creates new conversations with local winemakers.

Welcoming Media to Loudoun

Visit Loudoun also hosted numerous journalists for site visits and familiarization tours this year, many in partnership with Virginia Tourism Corporation, Capital Region USA, and the Journey Through Hallowed Ground Partnership.

Visit Loudoun partnered with Destination DC and Virginia Tourism for NYC spring media blitz events.

Virginia Tourism Corporation’s media blitz included deskside with top NYC media. Visit Loudoun and other Virginia partners met with five different media to pitch story ideas.

Destination DC held a media reception and invited top NYC media to experience all that DC and DC’s Wine Country has to offer.

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“ Get Lost in Loudoun’s Web series aims to spur tourism” The Washington Post, September 2011

“ Visit Loudoun decided to create a video series in the spirit of the CBS reality show ‘The Amazing Race’ in which a small group of people would participate in challenges and activities across the county. A casting call went out nationwide, and five young professionals — four participants and a host — were selected. None had ever set foot in Loudoun.

Andrew McDonald, a freelance videographer from Texas, said that he had been to Washington but that he was surprised to find sprawling rural landscapes just 25 miles outside the city.

‘ It was beautiful,’ he said. ‘One of the days, when we were shooting the intro, we just got to hike along the Appalachian Trail, and it was just breathtaking.”

“ The 10 Best Wine Regions You’ve Never Heard Of” Budget Travel, October 2011

Travel writer Stefani Jackenthal spent the past year exploring wine regions around the country for her new book Wanderlust Wining. She hit all the classic regions, of course—Napa, the Finger Lakes—but she also stumbled upon some lesser–known gems. Here are her favorite new discoveries: ten under–the–radar wine regions worth visiting. Get there before the crowds do!

1. Loudoun, VA

WHERE: Dubbed “D.C.’s Wine Country,” Loudoun is a quick 30–minute drive from the heart of our nation's capital.

WHY GO: This is the wine region for history buffs. Tasting rooms are sprinkled across historic landscapes, battle sites, and former president’s plantations.

REGIONAL SPECIALTIES: For reds, you'll find Merlot, Cabernet Sauvigon, and Cabernet Franc, along with a hefty amount of Petit Verdot—a varietal quickly gaining notoriety. For white wine lovers, there’s plenty of Viogner and Chardonnay.

WINERY TO TRY: Named the “Best Winery in Loudoun County” for eight consecutive years, the family–owned Tarara Vineyard and Winery (13648 Tarara Lane, Leesburg, VA) is situated on a meticulously manicured 475-acre farm paralleling the Potomac River. They craft crowd–pleasing Charval and Rose’ ($20.00 per bottle).

coverage highlightsmedia

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“ The Ultimate Antiquing Tour” Southern Living Magazine, November 2011

“…stop for lunch and more antique shopping in Leesburg, Virginia. Warm up with Lightfoot Spicy Creamy Tomato Soup and Honey Ham Biscuits with Smoked Virginia Ham at Lightfoot Restaurant (11 North King Street; 703/771-2233), a soaring space that used to be an old bank. Afterwards, walk the

same paths (now brick sidewalks) that General George Washington once strolled to the Leesburg Antique Emporium (32 South King Street; 703/777-3553) to admire furniture, linens, old books, jewelry, and various architectural items selected by more than 55 dealers.

Continue on U.S. 15 to Middleburg, in the heart of Virginia’s hunt and wine country. Stop for a drink at The Red Fox Inn and Tavern (2 East Washington Street; 540/687-6301), the oldest continually operating inn in the United States. The basement taproom once served as a hospital for Confederate soldiers, and the bartender just might save your life with a Hendricks and Tonic adorned with a spear of cucumber. Once fortified, amble along Washington Street to some of the finest antiques stores in Virginia, including Hastening Antiques (7 East Washington Street; 540/687-5664), JML French Antiques (17 East Washington Street; 540/687-6323), and Middleburg Antique Emporium (107 West Washington Street; 540/687-8680), a multi-dealer store specializing in fine antiques; English, American, and French furniture; sterling; regal clocks; fine porcelains; linens; paintings; and more. Follow the fragrance of freshly baked pastries (and the prospect of chocolate chip cookies to go) to Home Farm Store (1 East Washington Street; 540/687-8882), a stylish market selling the region’s best artisanal cheeses, perfect produce, and heirloom meats, among other temptations.”

“10 Best Wine Travel Destinations 2012” Wine Enthusiast Magazine, February, 2012

“Historically significant sites, picturesque pastoral landscapes, elegant equestrians and affable winemakers set Virginia apart as an excellent wine destination on the East Coast. With six AVAs and nearly 200 wineries to explore in every part of the state, a comprehensive visit is nearly impossible. Luckily,

visitors can begin their Virginia wine journey in Washington, D.C., and take in terrific wineries, historic inns, outdoor activities and mouthwatering meals via scenic drives through Loudoun County and Charlottesville.

WHERE TO TASTE: At North Gate Vineyard, the solar-powered, LEED Gold-certified winery building features a wheelchair-accessible tasting room and live music. The Sunset Hills Vineyard in Purcellville boasts spectacular mountain and sunset views. It offers affordable tastings ($7 for seven wines) and monthly ‘Winemaker for a Day’ events that let novices blend their own wines.

WHERE TO DINE: Local cheeses and meats are the focus at The Wine Kitchen, a convivial wine bar with themed flights (such as ‘Pinot Envy’). Set in a restored 19th-century grain mill in Old Town Leesburg, the rustic Tuscarora Mill offers local ingredient-packed dishes, 14 beers on tap and a 2,000-bottle cellar. Vintage, in the gorgeous Inn at Willow Grove in Orange, offers Southern specialties with a global twist.

WHERE TO STAY: On the premises of the gorgeous Barboursville Vineyards is the 1804 Inn, a restored 19th-century estate and Palladio, the vineyard’s Italian eatery. The 265-acre Goodstone Inn and Estates, with roots dating to 1768, is located near 30

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wineries, and offers a fine restaurant and luxurious plantation-style accommodations.

LOCAL IN-THE-KNOW: Rachel Martin, executive vice president of Boxwood Winery, says: ‘The Middleburg area is rich with agriculture.’

ADDITIONAL WINERIES TO VISIT:

Boxwood Estate Winery - With its state-of-the-art, modern barrel room and gorgeous grounds, Boxwood is a must-visit. Run by the family of former Redskins® owner John Kent Cooke, the 16-acre vineyard produces estate-bottled Bordeaux-style blends (renowned French winemaker Stéphane Derenoncourt consults). Call ahead to schedule a tasting and tour.

Tarara Winery - Located on the banks of the Potomac River, this scenic, 475-acre vineyard in the Catoctin foothills offers visitors a stunning setting in which to taste their single-vineyard wines. Don’t miss Tarara’s top-seller, Viognier.

MUST-TRY RESTAURANTS:

The Restaurant at Patowmack Farm - It doesn’t get more farm-to-table than at this restaurant. Rustic American cuisine—featuring organic produce from Patowmack Farm—is served in a window-filled space overlooking the Potomac River and pastoral grounds.

Goodstone Inn and Restaurant - Chef William Walden’s earthy but refined French food wins wide acclaim and the lengthy wine list has many local Virginia selections. Favorite dishes include Duck L’Orange and a Wild Mushroom Crepe (with shiitake, hedgehog, oyster and hen of the woods mushrooms) drizzled with truffle sauce.”

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Big Wins for Loudoun Loudoun has been building an impressive sports resume as a place to play for a multitude of different sporting events. New this year included the PGA’s Senior’s National Tournament, the USA Hockey U12 National Championship, and the Washington Figure Skating Eastern Championships, which was a competition of the Olympic hopefuls for the 2014 World Games. These new events generated $670,606 in economic impact for Loudoun County. Visit Loudoun has maintained the Wine Country Half Marathon, Spartan Races, and the North Face Endurance Challenge as signature events for Loudoun, which generated $1,312,536 in economic impact for Loudoun County.

Direct Sales Targets Multiple Market SegmentsBuilding relationships with planners by networking locally and in our feeder markets such as Washington, D.C., Northern Virginia, and Richmond played important roles as we networked with regional and national associations. Visit Loudoun exhibited on behalf of the destination at ten tradeshows throughout the nation, hosted client dinners and leveraged

partnerships with Virginia Tourism Corporation; Loudoun County Department of Parks, Recreation, and Community Services; and Loudoun hotel partners. Visit Loudoun also conducted sales missions to Northern Virginia, Washington, D.C., Richmond, and New York.

Inside Sales: An Important Component

The sales team secured over 17,000 room nights for Loudoun. Visit Loudoun contacted every client to offer complimentary services. These services ranged from local vendor referrals, transportation coordination, offsite activities and itineraries, and mobile visitor centers. Our services program helped the

planners increase attendance and connected the incoming visitors to Loudoun’s restaurants, shopping, and attractions. Visit Loudoun provided services for approximately 132 groups bringing in an economic impact of $1,820,850.00.

Showcasing the Destination First-HandThe best way to sell Loudoun is to experience Loudoun. The Visit Loudoun sales team hosted 19 individual site visits of hotels and attractions. Visit Loudoun hosted familiarization tours for meeting planners, wedding planners, tour operators, and statewide sports sales managers to showcase the destination and attractions significant to their market. Familiarization tour highlights this year included witnessing the arrival of the Space Shuttle Discovery and meeting Chris Cooley of the Washington Redskins in his Leesburg art gallery.

salesdirect

Visit Loudoun’s direct sales program focuses on meetings, weddings and sports. Our goal is to increase visitor spending in Loudoun by targeting groups that travel and stay overnight. Our approach is strategic to fit the product we have and the time periods we need business the most. The sales team generated 140 qualified leads to our local hoteliers and brought in an estimated $4,240,554.00 in visitor spending to Loudoun. This revenue was generated by out of town wedding guests, visiting sports teams and their families, and meeting attendees brought to the county by the sales team’s efforts.

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2011 Visit LOuDOun tOurism awarD winnersJudy Patterson AwardPunkin Lee

Event of the Year: Attendance Over 3,000Christmas in Middleburg

Event of the Year: Attendance Up To 3,000Sporting Art Museum Opening at the National Sporting Library & Museum

Volunteer of the YearGeorge Tiedeman Mosby Heritage Area Association

Front Line EmployeeAziz Elhamdani The National Conference Center

Management EmployeeEmily Tabachka Goodstone Inn & Restaurant

Tourism Promotion/ Campaign2nd Annual Leesburg Airshow—Town of Leesburg and Custom Graphics

Humanitarian AwardMid-Atlantic Spartan Sprint

Distinguished ServiceTerra Capps Loudoun County Office of Emergency Management

Visit Loudoun Partner of the YearLoudoun County Department of Parks, Recreation, and Community Services

Visit Loudoun Foundation Scholarship WinnersThe following Loudoun County students won $1,000 scholarships for 2 years from the Visit Loudoun Foundation.

Henry Machado Park View High School Johnson and Wales University

Carly Landers Stone Bridge High School University of Pittsburgh

Schaefer Beardsley Briar Woods High School James Madison University

Membership remained strong in FY12 with 101 members, with Visit Loudoun welcoming new members Osborne Events, Creighton Farms, Riverside on the Potomac, and Foreverview Weddings. We had a retention rate of 84%.

& industy highlightsmembership

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1%3% 2%

1%

Town of Leesburg

Dues/Partnership Fees

Town of Middleburg

Misc. Income

Loudoun County $2,312,000 Town of Leesburg $80,000 Town of Middleburg $10,000 Dues/Partnership Fees $53,123 Miscellaneous Income $27,877 TOTAL $2,483,000

Marketing $1,644,772 Program Operations $396,834 Reimbursement to Loudoun EDC $185,000 Visitor Center $290,712 Restricted for Tourism Destination Strategy $113,494 TOTAL $2,630,812

FY12 Visit Loudoun Revenue FY12 Visit Loudoun Expenses

93%

Loudoun County

ProgramOperations

Marketing

Visitor Center

Restricted for Tourism

Destination Strategy

Reimbursement to Loudoun EDC

15%

63%

7%

4%

11%

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FY 2012 Marketing Leverage Fund

APPLICANT REQUESTED AMOUNT

AWARD AMOUNT

LEVERAGED AMOUNT

Lucketts Community Center Advisory Board: 2012 Luckett’s Fair $10,000 $3,000 $25,075

Spartan Race Inc: 2012 Super Spartan Mid-Atlantic Race $10,000 $7,500 $100,000

Hawkeye Sports: 2012 North Face Endurance Challenge $10,000 $5,600 $17,231

Waterford Foundation: 2012 Waterford Homes Tour & Crafts Exhibit $25,000 $13,880 $62,550

Blue Ridge Center for Environmental Stewardship: 2012 Spring Marketing Programs

$2,750 $1,000 $2,750

Harpers Ferry Adventure Center: 2012 Marketing & Advertising Campaign

$19,712 $6,800 $39,425

Friends of Franklin Park Arts Center: 2012 Western Loudoun Artists Studio Tour

$5,000 $2,500 $16,664

Awakening Ministries: 2012 Awakening Music Festival $25,000 $5,000 $77,307

Morven Park: Lure Brochure $4,400 $2,200 $54,053

BF Saul Company Hospitality Group: Executive Conference & Training Center Marketing Project

$10,000 $10,000 $22,700

Major League Paintball: National Professional Paintball League Super 7 World Series DC Challenge

$25,000 $25,000 $102,850

Loudoun Veg, Inc.: Loudoun Veg Out Guide $750 $500 $2,250

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112-G South Street, SE, Leesburg, Virginia 20175703.771.2170 VisitLoudoun.org/industry