Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: WEDNESDAY, May 23, 1990 TAG: 9005230643
SECTION: VIRGINIA PAGE: B-6 EDITION: EVENING
SOURCE: Associated Press
DATELINE: VIRGINIA BEACH LENGTH: Medium
"We've been doing some research in our market area and so far we've seen no significant effect on tourism because of Labor Day," James B. Ricketts, head of the city's tourist and convention bureau, said Tuesday. "There was some short-term fallout in September when business fell off dramatically."
Young people and police clashed several times over the 1989 Labor Day weekend. Damage from the looting and violence was estimated at $1.4 million.
The young people, many from predominantly black colleges and universities along the East Coast, said merchants and city leaders went out of their way to antagonize the visitors. City officials say the problem was too many people in too small an area with too little to do. The city estimated 100,000 young people came to the beach over the holiday weekend.
Several steps have been taken by Virginia Beach in preparation for this year's busy season, which begins this weekend.
The city has hired a national media consultant for $300,000 to help with the coverage of the coming Labor Day.
In addition, the City Council appointed a citizens' committee to plan a program for the traditional end-of-summer weekend.
So far, innkeepers report reservations are keeping pace with last year.
"We're doing very well so far this spring, but the weather has been very good," said Steve Luchik, manager of the Holiday Inn Oceanside.
"We're getting a lot of reservations, but a lot of people are hesitant about coming during Labor Day," said Liza Solomon, manager of the Kona Kai Motel.
Innkeepers are hoping for good weather to bring in their cash crop.
There are some clouds on the horizon. Last year was the first in memory when tourism spending did not increase. For an industry that employs about 21,000 local people, the city has taken steps to ensure business increases.
The city is spending $2.3 million this year on advertising, including a $1.3 million spring-summer campaign targeting Northern Virginia, Pennsylvania and New York. That area accounts for about 51 percent of the visitors, according to city studies.
The city also has dressed up Atlantic Avenue, the main beachfront thoroughfare. The first step in a 10-year, $63 million beautification project has just been completed.
by CNB