Richmond, VA (September 23, 2016) Governor Terry McAuliffe announced that Virginia Opera received $50,000 from the Virginia Tourism Corporation Marketing Leverage Program grant fund. In total VTC awarded $927,000 for 43 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 159 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 $2.3 million, providing more than $3.2 million in new marketing to increase visitation to Virginia.
Virginia Opera received the maximum $50,000 grant for its “VA is for Opera Lovers: Fall in Love with Opera AND Virginia” project. Twenty-three percent of grantees received the maximum award. Virginia Opera’s Direct Marketing Organization partners are Visit Richmond, Visit Norfolk, and Visit Fairfax. The goal is to continue to create relationships with “non-traditional” partners in addition to traditional ones for joint tourism activities that can be tracked in three markets. Virginia Opera and its partners will continue to develop new, dynamic, cyclical itineraries and packages that strengthen the “hub and spoke” VTC visitors model.
“We’re honored to again support Virginia Opera on this initiative that clearly continues to have a direct influence on travel consumers’ choice of the Richmond Region for culturally rich getaways. The performing and visual arts are great trip motivators, and Virginia Opera is helping set Virginia apart as a premier U.S. cultural destination. Richmond’s distinctive combination of world-class dining, craft breweries and outdoor activities, set against a backdrop of authentic history and a phenomenal arts and culture scene create a real draw for domestic and international visitors alike.”
Jennifer Hendren, CDME, Vice President of Marketing, Visit Richmond
“Visit Fairfax is thrilled to partner with Virginia Opera to promote their performances to our visitors and residents. As the home to these performances, George Mason University’s Center for the Arts is an incredible venue that draws thousands of visitors to the area each year, and we are delighted to have this opportunity to showcase it.”
Barry Biggar, CDME, President & CEO, Visit Fairfax
“We are delighted to once again partner with the Virginia Opera to promote this initiative. As the cultural capital of Virginia, Norfolk’s waterfront location and array of cultural and historical amenities ensure our visitors a unique and memorable experience throughout their stay.”
CONTACT: Ellen Bender, Development and Marketing Director, Central/Northern Virginia P.O. BOX 784 ● RICHMOND, VA 23218 PHONE: 804-644-8168 EXT 3396 EMAIL: ELLEN.BENDER@VAOPERA.ORG
Donna Allen, Vice President of Sales & Marketing, Visit Norfolk
“This statewide partnership maximizes the public relations profile of Virginia Opera, helping to realize the Company’s 42 year promise to annually engage over 150,000 residents of and visitors to our great Commonwealth in the life-changing experience of live opera. 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, Northern Virginia and statewide.”
Russell P. Allen, President & CEO, Virginia Opera
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.
“The Marketing Leverage Grant program is designed to spur job creation, economic development, and visitor spending through new or enhanced tourism product,” said Governor McAuliffe. “These grants are proven to increase visitation by creating marketing partnerships and effective marketing programs.” Research shows that every VTC dollar invested in grants resulted in $16 of direct visitor spending. Marketing campaigns that received Marketing Leverage Grants increased visitation by 15%.
“These grants support businesses across the Commonwealth, contributing to the overall economic health of our communities,” said Todd Haymore, Secretary of Commerce and Trade. “These public-private partnerships are a wonderful example of the power of collaboration, and help support and grow a robust and diversified economy, encouraging strategic marketing of tourism products and businesses across the Commonwealth.”
Tourism is an instant revenue generator for Virginia. In 2015, tourism generated $23 billion in revenue, supported nearly 222,600 jobs and provided $1.6 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., in its 42nd 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. Mainstage performances in three markets across the Commonwealth reach nearly 50,000 attendees annually. 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 tickets and information visit vaopera.org or call 866.673.7282.