RICHMOND, Va. (October 15, 2014) Governor Terry McAuliffe announced that Virginia Opera received $50,000 from the Virginia Tourism Corporation Marketing Leverage Program grant fund. In total VTC awarded more than $852,000 for 46 tourism marketing projects across the state to help increase visitation and revenue for Virginia’s localities through tourism.
The grants are designed to help local and regional tourism entities attract more visitors by leveraging local marketing dollars, and will ultimately impact at least 195 other statewide tourism entities. The local organizations match the state grant funds by a minimum of 2:1 in order to support marketing projects. This funding cycle, the local partners will match the VTC grant dollars with more than $2.1 million, providing more than $3 million in new marketing to increase visitation to Virginia.
Virginia Opera received a $50,000 maximum award grant for its “Virginia is for Opera Lovers” project. Virginia Opera partnered with Richmond Region Tourism, Visit Norfolk, Virginia Beach Convention & Visitors Bureau and City of Fairfax/Destination Fairfax to supply $217,800 in matching funds for the project.
Virginia is for Opera Lovers will define the Opera’s Fabulous at Forty, 40th Anniversary Season for 2014-15. The Program will bring visitors to each of the four cities, which lie at the epicenters of each of the markets served. Four strategic Direct Marketing Organization partners (Richmond Region Tourism, Visit Norfolk, Virginia Beach Convention & Visitors Bureau and the City of Fairfax/Destination Fairfax) who possess the influence to achieve the ultimate impact in the communities, will participate in the effort. The program will leverage a new partnership between Virginia Tourism Corporation, the four Partners and The Official Opera Company of the Commonwealth of Virginia to represent the Commonwealth’s commitment to quality of life for all of its citizens and represent it as a destination for new national and international business. Sample travel itineraries, special vendor discounts and partner links can be accessed via the Virginia Opera website at www.vaopera.org.
Russell P. Allen, President and CEO, responded enthusiastically to the news that Virginia Opera has been recognized as a major cultural tourism driver – statewide. On behalf of the Opera’s Board Leadership, Allen noted that “this new statewide partnership will maximize the public relations profile of Virginia Opera, helping to realize the Company’s 40 year promise to annually engage over 150,000 residents of and visitors to our great Commonwealth in the life-changing experience of live opera and musical theatre. This support proffered by the VTC Marketing Leverage Program is invaluable to our efforts to increase awareness of the multitude of cultural offerings we provide in Hampton Roads, Central Virginia and in the Northern Virginia.”
“VisitNorfolk recognizes the importance of the Virginia Opera and the impact it has on both our local community and visitors. We are delighted to partner with them on this effort.” said Anthony J. DiFilippo, President and CEO of VisitNorfolk, the city’s official destination marketing organization.
“Recognized by Frommer’s as a top destination rich in history, the Richmond region is increasingly getting noticed for our buzzworthy food, craft beer scene, abundance of outdoor activities and of course, our world-class arts and cultural experiences,” stated Vice President of Marketing for Richmond Region Tourism, Jennifer H. Carnam. “Virginia is for Opera Lovers adds a whole new dimension to Richmond’s appeal as a must-see East Coast cultural destination primed to deliver memorable experiences for discriminating travelers.”
Cultural Tourism and Marketing Director for the City of Fairfax, Joanna Ormesher, was equally pleased with the new partnership stating: “The City of Fairfax, and Destination Fairfax are thrilled to have Virginia Opera chose the City as their Northern Virginia partners. We are excited to host both Arias and Duets four times a year, and the Education Outreach programs twice a year at the beautiful Sherwood Center. Our strong Cultural arts background and our relationship with George Mason University make the partnership with Virginia Opera work so well. We look forward to a rewarding, and musical, partnership for many years to come.”
The VTC Marketing Leverage Program is designed to stimulate new tourism marketing through partnerships by leveraging limited marketing dollars, resulting in increased visitor spending. A minimum of three entities must partner financially to apply and may consist of Virginia towns, cities, counties, convention and visitors bureaus, chambers of commerce, other local or regional destination marketing organizations, private businesses, museums, attractions, cultural events, and other not-for-profit entities.
“These grants equip local tourism businesses with the tools they need to stay competitive,” said Governor McAuliffe. “The Marketing Leverage Program grants help support and grow a robust and diversified New Virginia Economy and encourage strategic marketing
of tourism products and businesses across the Commonwealth, generating revenue and jobs.”
“The grants are supporting businesses across the Commonwealth, contributing to the overall economic health of our communities,” said Maurice Jones, Secretary of Commerce and Trade. “The state’s investment maximizes local marketing funds, allowing for localities to double and sometimes triple their marketing power to attract more visitors. This is a powerful tool for small businesses across the state.”
Tourism is an instant revenue generator for Virginia. In 2013, tourism generated $21.5 billion in revenue, supported 213,000 jobs and provided $1.42 billion in state and local taxes. Dollars invested in tourism are proven to provide a 5:1 return in tax revenue for Virginia, and the grant awards and matching funds provide a stimulus to localities seeking to increase tourism visitation and revenue.
Love is at the heart of every Virginia vacation. Visit www.Virginia.org to learn more about vacation destinations in Virginia or call 1-800-VISITVA to receive a free, Virginia is for Lovers travel guide.
About Virginia Opera
Virginia Opera Association, Inc., celebrating its 40th Anniversary season, is known and respected nationwide for the identification and presentation of the finest young artists, for the musical and dramatic integrity of its productions, and for the ingenuity and variety of its education and outreach programs. In March of 1994, by unanimous vote of the Virginia General Assembly, Virginia Opera was named The Official Opera Company of the Commonwealth of Virginia in recognition of the organization’s contribution to the state as well as to the world of opera. For Virginia Opera tickets and information visit vaopera.org or call 866.673.7282.