The Roanoke Valley Convention and Visitors Bureau (CVB) officially unveiled its new regional destination brand name at a news conference on April 19 at The Hotel Roanoke and Conference Center.
Inspired by the area’s scenic beauty and natural charm, the Roanoke Valley’s new identity as Virginia’s Blue Ridge resulted from nearly a year of research aimed at discovering what visitors see as the area’s greatest assets, then translating those into a highly recognizable brand for the region.
“We have two world-class assets here in our midst, the Blue Ridge Mountains and the Blue Ridge Parkway with national and international name recognition,” said Bart Wilner, president, Roanoke Valley CVB. “It makes sense for us to capitalize on these national treasures. Claiming the Blue Ridge Mountains as ours keeps us focused on the importance of regionalism and working together to benefit everyone.”
The research, conducted by North Star Destination Strategies, showed that as the largest metropolitan center in the Blue Ridge Mountain chain, the Roanoke Valley boasts a metro-mountain mix with plenty to offer visitors, from adventure seekers and vacationing families to traveling professionals.
The research included in-market and out-of-market interviews of visitors, meeting planners, travel writers, community stakeholders, regional and state tourism officials and competing destinations.
Visitors were asked about numerous aspects of their experiences while visiting the Roanoke Valley. The area’s scenic beauty earned a near-perfect score, with overall quality
of offerings, appearance of cities/towns, family-friendly offerings, dining options and recreational opportunities also ranking highly among consumers. In addition, signage, lodging, arts and cultural assets and shopping options were rated highly.
Top visitor markets for the region include Richmond, Virginia Beach, Northern Virginia and the North Carolina cities of Greensboro, Raleigh, Charlotte and Winston-Salem. Most of those surveyed stated they stopped to explore the area, while here to visit friends and relatives and to tour the Blue Ridge Parkway.
“In order to be competitive, a community must assert an identity that is both true and distinct,” said Landon Howard, executive director, Roanoke Valley CVB.
