THE VIRGINIAN-PILOT
Copyright (c) 1994, Landmark Communications, Inc.
DATE: Sunday, July 3, 1994 TAG: 9407010240
SECTION: PORTSMOUTH CURRENTS PAGE: 03 EDITION: FINAL
SOURCE: Rebecca Myers
LENGTH: Long : 124 lines
The naysayers said it couldn't be done. Not here anyway.
Tourism in Portsmouth?
But Keith Toler proved them wrong.
Since Toler took the reins 29 months ago as the city's director of tourism, things have been looking up for Portsmouth:
Tourist inquiries from across the country have increased by 147 percent, from 2,920 in 1992 to 7,224 in 1993.
Portsmouth's share of total tourist dollars in Hampton Roads has jumped from $29 million to $33 million.
Tourists are arriving by motor coach as well as by boat and staying in hotels throughout the city, not just at the waterfront.
``Portsmouth has its own special and unique niche within Hampton Roads. It can offer things that no other city in Hampton Roads can offer,'' said Toler, 31.
``I think if Portsmouth continues along its track . . . you're going to see that niche more clearly defined,'' he said.
Under Toler's auspices, more attention has been given to the adjacent waterways to lure tourists to Portsmouth.
Cruises along the Dismal Swamp Canal between Portsmouth and Elizabeth City and overnight trips to and from the Eastern Shore were implemented in a series of public/private partnerships established by Toler.
In recognition of his efforts, Toler was recently awarded the George Robert House Jr. Award for Outstanding Public Service, named for the former Portsmouth city manager who was killed in a plane crash in 1982.
Initiated this year, the award is presented to individuals under age 35 who have made significant contributions through public service. It was presented to Toler by the Hampton Roads Chapter of the American Society for Public Administrators.
When asked why he thought he was selected for the award, Toler joked, ``Because I was the only one nominated?''
More likely it was because Toler developed from scratch a tourism program for a city struggling with an image problem.
``The image is not bad outside of the region with the people that I'm selling to,'' said Toler, ``but it's sort of bad with the people who live within the region . . . Portsmouth is always the stepchild in Hampton Roads.''
To combat this, Toler is working with a local advertising agency to launch a series of television commercials promoting Portsmouth. This ``image advertising for the city'' should be on the air by Friday.
``The image is getting better, but I think that it still has a long way to go,'' Toler conceded.
``I think we're all our worst enemies, to be honest with you. It's really funny. You find Portsmouth people who are willing to talk bad about Portsmouth, but at the same time, if someone else talks bad about Portsmouth, they'll still stand up for it. They're protective of it in that sense.''
Toler, a Lynchburg native, has an undergraduate degree in rhetoric and communication from the University of Virginia and a master's in organizational communication studies from Memphis State (now called the University of Memphis). He left a job as vice president of marketing for a Tennessee advertising agency to come to Portsmouth.
``I was looking to get out of the advertising agency business and do something in tourism. I was handling the tourism account for the state of Tennessee, and I really enjoyed the tourism field, so that's where I wanted to be,'' he said.
Immediately after applying for the position, Toler did his homework.
``I had a friend from college who grew up here, so I called him and he told me all the details, even about the Pokey Smokey. And I got out a map and I learned all the highway systems, learned what was around us,'' he said.
He even called the Norfolk Convention and Visitors Bureau to get an update on the latest tourism figures.
His first visit to Portsmouth was a memorable one, he said.
``I flew in at Christmas . . . High Street was decorated, the tree was lit, and I stayed at the bed and breakfast in Olde Towne,'' he recalled. ``I was really enchanted with this little city. It was a great first experience.''
Name: William Keith Toler.
Nickname: None that I could possibly reveal.
Neighborhood: Olde Towne.
Number of years in Portsmouth: 2 1/2.
Birthplace: Lynchburg, Va.
Birthdate: Oct. 1, 1962.
Occupation: Director of the Portsmouth Convention and Visitors Bureau.
What other job than your own would you like? Airline pilot.
Marital status: Single.
Children: Two (my Doberman pinschers): Aja, 6, and Gorka, 4.
Fondest childhood memory: Taking a family vacation through New England and into Canada during the bicentennial celebration of '76.
First concert: Elton John, Greensboro, N.C., 1972.
What song or book title best describes your life? ``Great Expectations''
If you won the lottery, what's the very first thing you would buy? A log cabin and 50 wooded acres on top of a mountain and a beach house.
If you could trade places for just one day with anyone in the world, who would it be and why? No one really. I would just as soon be me as anybody else.
Biggest accomplishment: Going back to school to complete a master's degree.
Most embarrassing moment: Conducting a tour group through Olde Towne and walking directly into a tree.
If you could change one thing about yourself, what would it be? I'd become more patient with people.
Perfect way to spend the day: Taking the dogs to the beach, the mountains or to the country. Reading a good book. Not answering the phone.
I can't resist: Ghirardelli Chocolate Bars.
Favorite Portsmouth restaurant: All of them. I love to eat.
Favorite Portsmouth hangout: Portside in the summer. Baron's (Pub) in the winter.
Biggest problem facing Portsmouth: Image/perception of Hampton Roads residents. Portsmouth-bashing by Portsmouth residents.
If you had three wishes for Portsmouth, what would they be?
An up-scale grocery store downtown
No parking lots on the waterfront
For Portsmouth to find and develop its niche within the region
Other than its small-town atmosphere, what do you like about living in Portsmouth?
Easy access to all of Hampton Roads
Friendly people
History ILLUSTRATION: Staff photo by MARK MITCHELL
Keith Toler
KEYWORDS: PROFILE BIOGRAPHY by CNB