THE VIRGINIAN-PILOT
Copyright (c) 1997, Landmark Communications, Inc.
DATE: Wednesday, February 5, 1997 TAG: 9702050453
SECTION: BUSINESS PAGE: D1 EDITION: FINAL
SOURCE: BY DEBBIE MESSINA, STAFF WRITER
DATELINE: WILLIAMSBURG LENGTH: 120 lines
Virginia tourism officials hope viewers of Ken Burns' upcoming public television documentary ``Thomas Jefferson'' will want to trace the world-renowned scholar's footsteps to nine historic sites across the state.
Through a collaborative marketing effort, ``Jefferson's Virginia'' celebrates the life and accomplishments of Virginia's best-known native son with a discounted passport - or combined ticket - to significant places in Jefferson's legacy, including Monticello and Colonial Williamsburg.
The state has invested a lot of money, including $350,000 toward the production of the Burns film and $250,000 for tourism promotion, to help see that Virginia benefits from an anticipated frenzy in all-things Jefferson. Each of the nine attractions has also kicked in about $250,000 in money and in-kind services for promotion.
Following Burns' acclaimed documentary on the Civil War in 1990, the number of visitors to some of the Old Dominion's battlefields and landmarks jumped 50 percent.
``It certainly shows the power of history that is meaningfully presented,'' said Martha Steger, public relations director for the Virginia Tourism Corporation.
``Thomas Jefferson'' airs for three hours on Feb. 18 and 19 on WHRO-TV. Brief promotional spots, including a toll-free telephone number, for Jefferson's Virginia campaign will be shown at the end of each installment.
Burns, at a news conference Tuesday in the Capitol's House of Burgesses at Colonial Williamsburg, called his association with Virginia ``a match made in heaven.''
``No time in 25 years of film making had anyone come to me and ask, do you want money to make a film,'' Burns said.
Burns had already embarked on his Jefferson project when Virginia offered assistance. Burns' primary sponsor is General Motors. Virginia's contribution was prompted by the overwhelming tourism boost from Burns' ``The Civil War'' documentary.
While officials are not predicting visitor numbers, Steger said the state hopes to reap a four-to-one return on money spent on Jefferson promotions.
Burns said he's long harbored an interest in Jefferson and the commonwealth. Producing this film, Burns said, ``has been the highlight of my professional life.''
``As a film maker, I cannot help be drawn to Thomas Jefferson,'' he said. ``He is without a doubt the man of the millennium.''
Jefferson is the first in a series of biographical portraits by Burns. Others will include ``Lewis and Clark,'' ``Frank Lloyd Wright,'' ``Elizabeth Cady Stanton and Susan B. Anthony,'' and possibly ``Mark Twain.''
``To begin with Thomas Jefferson is to begin with who we all are,'' Burns said. He said the contradictions in Jefferson's life and times - race, the role of government, the meaning of freedom - are just as relevant in modern life.
Among Jefferson's notable accomplishments: the nation's third president, Virginia's governor, author of the Declaration of Independence and founder and architect of the University of Virginia.
``Jefferson's Virginia offers much more than a look at one of America's founding fathers,'' said Patrick A. McMahon, president of the Virginia Tourism Corporation. ``It provides a glimpse of some of the best Virginia has to offer historically, geographically and architecturally.''
The passport provides admission to five sites: Colonial Williamsburg two consecutive days, Monticello including lunch at historic Michie Tavern, Natural Bridge, Poplar Forest and Tuckahoe Plantation.
Other participants in Jefferson's Virginia - Barboursville Vineyards, the College of William and Mary, the University of Virginia and the Virginia State Capitol - do not charge admission.
``My native state,'' Jefferson wrote, ``is endeared to me by every tie which can attach the human heart.'' ILLUSTRATION: THE DAILY PRESS
Virginia gave Ken Burns, above, $300,000 toward the production of
his documentary on Jefferson. The film airs Feb. 18 and 19 on
WHRO-TV.
GRAPHIC
FOLLOWING A FOUNDING FATHER'S FOOTSTEPS
1. Colonial Williamsburg
The restored 18th-century capital of the Virginia colony includes
the Governor's Palace, where Jefferson resided as the
commonwealth's second governor.
2. College of William and Mary
At Jefferson's alma mater he attended classes in the Sir Christopher
Wren building.
3. Tuckahoe Plantation
Near Richmond, the boyhood home of Jefferson and the schoolhouse
where he studied.
4. State Capitol
Jefferson designed the Richmond building in 1785.
5. Barboursville Ruins/Vineyards
Ruins of the mansion Jefferson designed for his friend, Gov. James
Barbour.
6. Monticello
Jefferson's home, near Charlottesville, which he spent 40 years
refining.
7. University of Virginia
Jefferson founded the university in 1819.
8. Jefferson's Poplar Forest
Jefferson's octagonal retreat home was built on land inherited in
1773 near Lynchburg.
9. Natural Bridge
In 1774, Jefferson bought this geologic formation near Lexington
which spans a 200-foot deep mountain gorge. He called it ``the most
sublime of nature's works.''
Jefferson's Virginia passports
A combined ticket to the state's Jefferson sites costs $57 for
adults and $25 for children ages 6-12 - will be available beginning
Feb. 18. Call (888) 293-1776. The passes are good through April
1998.
KEYWORDS: TOURISM THOMAS JEFFERSON