ROANOKE TIMES
Copyright (c) 1996, Roanoke Times
DATE: Saturday, February 17, 1996 TAG: 9602190011
SECTION: BUSINESS PAGE: A-6 EDITION: METRO
SOURCE: JEFF STURGEON STAFF WRITER
The Roanoke Valley Convention and Visitors Bureau on Friday launched a membership drive designed to draw more support from the region's tourism industry.
Currently the bureau, which promotes the region to convention planners and tourists, is largely a government-supported effort.
The agency said it also is planning a campaign to help residents become more aware of local attractions and understand the importance of tourism to the region's economic development.
"Now, more than ever, it is imperative that we take a leading role in attracting and welcoming tourists to our valley," said James Sears, bureau president.
The bureau says valley tourism supports 4,200 jobs with an annual payroll totaling $58.7 million and generates $11.9 million in local taxes.
The bureau is an outgrowth of an effort by the Roanoke Regional Chamber of Commerce, which a decade ago was the only local group promoting the area to visitors. The chamber supported a small office to attract conventions to the area. It had three employees and a budget of $150,000.
The bureau is a nonprofit organization guided by hospitality industry leaders that advertises the valley to tour operators, vacationers and groups planning conventions. Since it broke from the chamber, it has grown to nine employees and an annual budget of $738,000.
The membership drive announced Friday would pay for more advertising of area tourism opportunities, said Executive Director Martha Mackey.
Currently, 115 businesses and organizations pay membership dues. The goal of the drive is to increase that number to 175. A typical membership costs $300, though some types of companies pay more.
About 86 percent of the bureau's annual budget comes from area governments; members provide about 5 percent; and the remainder comes from interest on investments, fund-raisers and miscellaneous sources. This year, the city of Roanoke gave $500,000; Roanoke County contributed $107,500; Salem gave $25,000; and Craig County gave $500.
Personnel costs, including salaries, benefits and employment taxes, account for about 47 percent of the bureau's budget, or about $350,000 a year.
It plans to spend $103,600 on advertising during the 12-month period that ends June 30, including $73,599 on general advertising and $30,000 on the Hotel Roanoke Conference Center. If the goal of 60 new members is reached, the bureau can expect to collect about $18,000 in additional revenue for general advertising each year.
LENGTH: Medium: 52 linesby CNB