THE VIRGINIAN-PILOT
Copyright (c) 1996, Landmark Communications, Inc.
DATE: Monday, April 22, 1996 TAG: 9604200443
SECTION: BUSINESS WEEKLY PAGE: 12 EDITION: FINAL
TYPE: Cover Story
SOURCE: BY MYLENE MANGALINDAN, BUSINESS WEEKLY
LENGTH: Long : 130 lines
The 1996 summer tourism season boils down to one thing: Packaging.
Family fun. Historical sites. Nature and natural beauty. Water-related activities.
These messages have enticed families from the Northeast to Hampton Roads for the past decade. This year, local tourism organizers are hoping to draw more of those restless Northeastern travelers, tired of the interminable winter, down for some fun and relaxation.
But local tourism officials are going to do it with a little twist to well-known commodities. That's because the regional identity of Hampton Roads - an area that stretches from Williamsburg to Suffolk to Virginia Beach - has yet to be established in the national consciousness.
``We're basically doing some of the same things as last year,'' said Samuel B. Rogers, marketing director for the Virginia Waterfront, a $3 million regional advertising effort underwritten by the city of Norfolk. ``We're only starting to establish the regional identity in key markets.''
The twist to the old messages revolves around niche marketing, tourism people say.
Anheuser-Busch corporate executives, for instance, are tying in their amusement parks on the Peninsula with the most dominant sporting and advertising theme of the summer - the Olympic Games in Atlanta.
As an official sponsor of the Olympic Games, Anheuser-Busch will capitalize on its patronage by touting a new Busch Gardens ride called ``Wild Izzy'' based on the official character of the '96 Games. The mascot will also appear in costume in the park to greet visitors. A laser light show, ice show and a gymnastics show will complement the other Olympic themes at the park.
Other campaigns try to tap deeper into the family-oriented vacation market.
``Family Fun Packages,'' formerly called Kids' Corner of Virginia, will use infomercials again to target families considering Hampton Roads as a destination.
``Revolutionary Fun'' incorporates the former ``5-for-1'' ticket program packaging Busch Gardens, Colonial Williamsburg, Jamestown Settlement, Water Country USA and Yorktown Victory Center on one admission ticket.
``Revolutionary Fun,'' a $1.5 million campaign in its second year this spring, now sells lodging and ticket packages through the Colonial Williamsburg and Williamsburg Hotel/Motel Association reservation system.
Infomercials are airing on more cable networks like BET, CNBC, USA, Lifetime, Discovery, Learning and others.
Like ``Revolutionary Fun,'' the Virginia Waterfront is increasing its national exposure.
The campaign is spending more on family-oriented magazines or publications like Better Homes & Gardens, Reader's Digest, and USA Today Weekend.
And organizers have expanded regional network television advertising between NBC's hit shows Seinfeld, ER and Sisters. A test sweepstakes package from last year - grocery store giveaways in Philadelphia, Pittsburgh, Baltimore and Washington - has also been expanded.
The Virginia Waterfront Campaign is also expanding its promotion of Virginia's seafood with postcards, recipes and other food-related items.
With all these efforts, campaign organizers hope to drive conversion rates to 40 percent, up from last year's 37 percent, Rogers said. Conversion rates are the percentage of inquiries that actually turn into visits.
``The idea is to come in where we have some niches and focus on marketing,'' said Henry R. Todd, vice president of business development, government and tourism at the Carlson Cos. Inc., a consultant to the Virginia Waterfront.
Those niches that can be presented in new ways include ecological tourism, or eco-tourism, historical tours, maritime and water-related packages.
Other area cities are also trying to build on existing themes and messages they've identified as their ``brand'' or trademark.
Virginia Beach is highlighting the new Amphitheater and the new additions to the Virginia Marine Science Museum in its advertising this year. The resort city hopes to draw more connections between existing tours like dolphin-watching and whale-watching and the larger theme of eco-tourism.
``There are a lot of people who are doing eco-based tourism and nature-based tourism and they're not even aware of it,'' said Ron Kuhlman, marketing and sales director at the Virginia Beach Department of Convention and Visitors Development.
Inquiries have climbed 35 percent higher than last year's levels for the first four months, Kuhlman said. Promotional material and information mailed to prospective visitors has increased 37 percent too.
Two factors, however, could hurt the droves of potential tourists visiting the area this summer.
Gas prices rose around Easter weekend this year, earlier than usual. Nationally the average price for all grades was $1.29 a few weeks ago, but the Department of Energy said it could rise to $1.35 before fall.
Tourists who drive on vacation may be inclined to cut some of their travel if gas prices are prohibitive, said Mike Morrissey, an American Automobile Association spokesman.
``We're in a situation where we're going into the summer and have high gas prices,'' Morrissey said. ``Right now people are noticing the increase. Our phones are ringing. Our members are wanting to know what's happening.''
Most visitors to Hampton Roads travel here by car, according to tourism marketing reports. Since the summer season doesn't officially start until Memorial Day weekend, there's still time for gas prices to level off or rise higher.
Delayed school closings in Virginia and other northern states could also impact visits to the oceanfront and Colonial Williamsburg.
Several schools in Pennsylvania, New Jersey and New York are making up missed days due to the winter snowstorms, extending their academic year to almost late June.
But many in Hampton Roads aren't worried.
``I think consumer confidence is still hanging in there,'' Rogers said. ILLUSTRATION: MIKE HEFFNER color photos, The Virginian-Pilot
VIRGINIA BEACH AMPHITHEATER: Mike Chamberlain sprays finish on the
amphitheater's structure last week. City officials hope the
amphitheater, due for completion in May, will not only entertain
residents but will act as an economic development tool for
prospective and existing corporate citizens.
ADS: The regional identity of Hampton Roads has not been established
across the country, so the Virginia Waterfront is spreading its
image tthrough magazine ads, with an emphasis on family-oriented
publications like "Better Homes 7 Gardens" and "Reader's Digest."
VIRGINIA MARINE SCIENCE MUSEUM: Visitors to the museum stop at the
old aquarium in the North Building. The museum plans to have its
Atlantic Ocean Pavillion ready for the summer tourist season.
BUSCH GARDENS: The amusement park plans to capitalize on
Anheuser-Busch's sponsorship of the Summer Olympics with its "Wild
Izzy" ride, based on the Atlanta Games mascot.
KEYWORDS: TOURISM REGIONALISM by CNB