CHARLESTON, W.Va. – West Virginia Tourism Industry projects totaling $3.6 million have been approved by the West Virginia Tourism Commission to receive matching funds in the amount of $1.8 million through the Matching Advertising Partnership Program (MAPP). MAPP allows state tourism businesses to match their advertising dollars through partnerships with other tourism businesses and the state. Matches are based on the budgets of the applicants with their partners combined. The matching funds support efforts to promote West Virginia as a premier tourist destination.
Approved requests representing tourism projects from across the state include:
Adventure WV Resort – Applicant funding requirement: $319,746.50; state match: $319,746.50
“The Great Vacation Recovery – 2010” campaign promotes the great value of vacationing in West Virginia with 15 industry partners, by advertising all-inclusive vacation packages targeting individuals, couples, families, groups, corporations and niche markets. Due to the opening of the Boy Scouts of America national center of scouting excellence in Fayette County, marketing efforts will also be placed on attracting scouting groups and their families via direct mail, trade shows, print advertising and the Internet in markets which include, Washington, D.C., Maryland, Ohio, West Virginia, Delaware, Pennsylvania, Virginia and North Carolina.
Alpine Lake Resort – Applicant funding requirement: $41,105.31; state match: $41,105.31
The “Visit Alpine Lake 2010/2011” project is designed to promote Alpine Lake Resort and it’s amenities to metropolitan areas within a four hour drive, with emphasis on the resort as an affordable vacation destination for the entire family. The campaign employs print and broadcast media as well as the Internet and travel shows in Washington, D.C., Baltimore and Pittsburgh.
The Bavarian Inn – Applicant funding requirement: $39,497.50; state match: $39,497.50
Through their partnership with the Contemporary American Theater Festival and Charles Town Races & Slots, The Bavarian Inn campaign will target visitors from Washington, D.C., and the Mid-Atlantic to “Experience European Elegance on the Potomac” through excellent food, service and accommodations offered by the Inn. Emphasis will also be placed on the many activities and attractions available to guests of Jefferson County. Advertising includes print and broadcast media, as well as travel shows and the Internet.
Camden Park – Applicant funding requirement: $174,193.50; state match $174,193.50
Camden Park’s “Non Stop Fun – Non Stop Value” 2010 campaign brands the park as the region’s primary tourist destination by offering vacation packages with lodging and attraction partners to sustain overnight visits to the area. The project utilizes a combination of television and radio advertising supported by print and Internet offers and capitalizes on a 5 percent increase in out-of-state visitors experienced in 2009 by targeting areas within Kentucky and Virginia.
Charles Town Races & Slots – Applicant funding requirement: $312,568.00; state match: $312,568.00
The “Charles Town Races & Slots” campaign showcases the variety of entertainment and activities offered in the Eastern Panhandle of West Virginia. Media includes print, television and radio primarily in the Washington, D.C., and Baltimore areas as well as direct mail to attract return visits and new members. Partners in this project include the Jefferson County and Ranson Convention and Visitor’s Bureaus, as well as the Jefferson County Chamber.
Durbin and Greenbrier Valley Railroad – Applicant funding requirement: $46,476.40, state match $46,476.40
The DGVR 2010 advertising program is designed to expand marketing reach while continuing to set record visitor numbers. The 2009 campaign yielded an increase of 3,000 more passengers with revenue up 10.5 percent. The 2010 campaign is designed to continue this growth through the use of print and broadcast media, as well as the Internet. Target areas include Washington, D.C., and Northern Virginia, West Virginia, Maryland, Delaware and Pennsylvania.
Greater Parkersburg CVB – Applicant funding requirement: $107,812.00; state match: $107,812.00
The “Greater Parkersburg CVB 2010 Advertising Campaign” will utilize advertising that has demonstrated a strong return on investment to target travelers in Ohio, western Pennsylvania, West Virginia, Michigan, North Carolina and Indiana. Advertising within the project is designed with a strong call to action, combined with a focused message emphasizing the number of activities and attractions in the Parkersburg area. The project also features two and three night hotel package plans developed by the CVB and participating partners.
Jefferson County Chamber of Commerce – Applicant funding requirement: $62,404.75; state match: $62,404.75
Jefferson County Chamber of Commerce’s “Mountain Heritage Arts and Crafts Festival 2010” campaign is designed to bring tourists to Jefferson County through extensive advertising in the Washington, D.C., Northern Virginia and Baltimore areas. Media includes radio and television advertising as well as print and direct mail, and is evaluated for effectiveness through the use of coupons in advertising and on the Chamber’s web site.
Lakeview Golf Resort & Spa – Applicant funding requirement: $108,925.00; state match: $108,925.00
Lakeview Golf Resort & Spa’s 2010-2011 campaign will continue on successes gained during last year’s campaign. In 2009, the resort experienced a record year with room nights and golf rounds up double digits. Partners in the project include the Forks of Cheat Winery and Sunset Beach Marina with advertising through print and travel shows in Washington, D.C., Pittsburgh, Cleveland, Columbus, New York and Ontario, Canada.
Mermaid LLC, DBA Morgantown Event Center– Applicant funding requirement: $40,065.00; state match: $40,065.00
The “Morgantown Events Center 2010 Advertising Campaign” will market the April, 2010, opening of Morgantown’s more than 30,000-square-foot facility that will host large conferences, trade shows, concerts and sporting events. The project is designed to promote Morgantown as a viable location and affordable venue for large-scale events. Advertising within the campaign targets meeting and event planners in Pittsburgh, Washington, D.C., and the Mid Atlantic region.
Mermaid LLC, DBA Waterfront Place– Applicant funding requirement: $48,630.00; state match: $48,630.00
In their 2010 project, Waterfront Place will partner with the Greater Morgantown Convention and Visitor’s Bureau and West Virginia Public Theatre to increase overnight stays; offer packages to attract leisure guests, including theater tickets and overnight stays; and increase conference and group business to the facility. The project is targeted to the Mid-Atlantic region and emphasizes premiere accommodations, spa and dining, and conference facilities to encourage guests to stay longer and also enjoy the many offerings of the Morgantown area.
Mountain State Motorsports Promotions LLC – Applicant funding requirement: $26,340.00; state match: $26,340.00
The “West Virginia Motor Speedway” campaign is designed to attract visitors from Columbus, Zanesville, Cleveland, Akron, Pittsburgh, Charleston, Huntington, southern Ohio and Kentucky to visit West Virginia Motor Speedway for major motorsports events during the 2010 season. Advertising is targeted to spectators and includes print, broadcast, and Internet media as well as direct mail.
Mountaineer Casino Racetrack & Resort – Applicant funding requirement: $149,695.00; state match: $149,695.00
Mountaineer Casino Racetrack & Resort’s “Let Loose at Mountaineer” campaign continues to grow partnerships with Homer Laughlin China Co., Tomlinson Run State Park and the Top of West Virginia CVB, to attract visitors from Pittsburgh, Cleveland, Akron and Youngstown to visit the Northern Panhandle of the state. Advertising within in the project utilizes print and broadcast media, as well as billboards and direct mail.
MountainFest LLC – Applicant funding requirement: $40,015.93; state match: $40,015.92
The mission of the “2010 Wild & Wonderful MountainFest Motorcycle Rally” is to create immediate and long-term economic impact for Morgantown and West Virginia, and to showcase both as a tourism destination by effectively reaching motorcycle enthusiasts through direct advertising. Attendance figures for MountainFest 2009 were estimated at 65,000 and included attendees from more than 25 states and Canada. Conservatively, the economic impact generated by out-of-town visitors to the local economy was close to $15 million. For its 2010 campaign, MountainFest will continue to utilize proven print, broadcast and Internet media as well as travel shows in markets including, Pittsburgh, Cleveland, Columbus, Baltimore, Washington, D.C., Philadelphia, New York City and New Jersey.
North American River Runners – Applicant funding requirement: $95,971.00; state match: $95,971.00
The goals of North American River Runners “Playcations-Staycations” 2010 campaign are to re-energize out of state guests to return through new programs and exciting packages; to reach group leaders through trade shows, direct mail, digital and print advertising; and to increase length of stay through packaging with lodging, dining and other area attractions. Target markets include Ohio, North Carolina, West Virginia, Tennessee, Kentucky, Virginia, Maryland and Washington, D.C.
Potomac Highland Travel Council – Applicant funding requirement: $14,553.50; state match: $14,553.50
The “West Virginia Mountain Highlands – West Virginia’s Mountain Destination – Summer 2010” campaign is designed to reach into new markets to increase visitation to the multi-county region of the Potomac Highlands. The Travel Council will promote all attractions in the region. The program includes marketing for heritage tourism, as well as the Civil War Trail and motorcycle tours. Target markets include, Virginia, Washington, D.C., Maryland, North Carolina, Pennsylvania, Ohio and West Virginia.
River Riders Inc. – Applicant funding requirement: $46,437.50; state match: $46,437.50
River Riders’ “2010 Gateway” project is designed to educate potential visitors to the Eastern Panhandle about the multitude of opportunities available to incorporate into a trip to the area, with the goal of having the visitor stay longer and spend more tourism dollars. Print and Internet advertising as well as travel shows are targeted toward the Washington, D.C., and Baltimore metro areas.
Wheeling Convention and Visitors Bureau – Applicant funding requirement: $104,760.00; state match: $104,760.00
The “Wheeling is Your Place to Play” campaign continues to promote the Wheeling and Ohio County area as a multi-day tourist destination. Media contained in the project is aimed at leisure and weekend travelers from Ohio, Pennsylvania and West Virginia, as well as group tour leaders and group tour operators. All print materials include a call-to-action that drives potential visitors to call or visit wheelingcvb.com. Television ads will be placed in Pittsburgh, Cleveland, Morgantown and Columbus, as these markets continue to see an increase in visitors to the area as measured by 2009 advertising.
Wheeling Island Hotel-Casino-Racetrack – Applicant funding requirement: $110,633; state match: $110,633
The goal of Wheeling Island Hotel-Casino-Racetrack’s campaign is to promote the Northern Panhandle as a complete casino destination offering an amenity-packed facility for gaming, leisure, event, conference and recreation-seeking visitors. Advertising includes print, radio and direct mail, with target markets in Pittsburgh, along with an added focus on Columbus, in order to attract new customers.