The Roanoke Valley Convention and Visitor’s Bureau is no more – in name anyway, adopting a title more in line with its message and a move taken by similar organizations across the country.
Landon Howard is now president of Visit Virginia’s Blue Ridge; he says it’s a trend happening worldwide for “destination marketing organizations – inviting people to come and visit us by putting it in our name.”
The new name went live in late April and also more closely aligns with the Bureau’s website, visitvirginiasblueridge.com, which has drawn a significant number of unique visitors, with totals that have spiked considerably since a year ago.
“People are willing to drive … and fly long distances to come in and enjoy what we take advantage of – and for granted – every day,” said Howard, “we’re tickled to be going in this direction.” He also commends the local government organizations that have supported the Bureau – now Visit Virginia’s Blue Ridge. The City of Salem, for example, passed a resolution supporting the name change and other governments are expected to follow.
Howard says the new name also aligns with the bumper stickers now seen on some vehicles – including his: VBR, as in Virginia’s Blue Ridge. Howard says the demand for items and the use of the name Virginia’s Blue Ridge as an identifying marker for the area has been considerable.
Howard also says the Roanoke Valley is in “good company” with other regions that have also made the move to more snappy names for their visitor’s bureaus: Visit Denver, Visit Santa Barbara, Visit Orlando, Visit Anchorage. “Many destination marketing organizations have already changed their names, so we’re just going along with the trend that makes sense for everyone.”
Gene Marrano
