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ELKINS -- Representatives from a local Convention & Visitors Bureau detailed its affect on tourism at Thursday's meeting of the Randolph County Commission
Elkins Welcome Center Executive Director Anne Beardslee and Director of Marketing Taira Landavere presented their 2019 annual report at Thursday's meeting.
"During the past year, the Elkins-Randolph County Tourism CVB has experienced tremendous growth, developed many important new relationships and become a recognizable entity in Randolph County and across West Virginia," said Beardslee, noting that Randolph County received $54.5 million in direct tourism spending in 2018, which provided 720 jobs with total earnings of $1.6 million and local taxes of $635,000.
According to the CVB's annual report, increased funding in 2019 allowed the organization to complete several projects--notably including the Randolph County Map and Guide.
"This was a big need for our county because it was challenging to find an in-depth map," said Landavere. "We printed 5,000 copies of the map to distribute, and we developed road trip itineraries included in the copy."
Beardslee said the welcome center has nine regular volunteers who provide services to guests. During the course of the past year, volunteers contributed more than 1,800 hours, created more than 87,000 brochures and answered more than 1,000 phone calls.
Beardslee noted that in addition to providing services to visitors, educating the community is vital to the CVB's mission. Locally, representatives of the CVB presented to the Elkins Rotary Club, classes at Davis & Elkins College and Appalachian Forest National Heritage Area training, in addition to serving on four boards of directors, volunteering on committees for five organizations and attending countless events representing the tourism industry.
"We remain open for a variety of community activities and provide a weekly calendar of events," Beardslee said. "This year we will be participating in a program to train local service industry workers about creating positive experiences for our visitors and the need to know all Randolph County has to offer. All these activities are essential to the growth in tourism that needs to occur in our county."
Landavere noted the importance of providing guests with diverse information from print, digital and social media, and she feels the CVB's 2019 marketing campaign was very effective.
"We used a variety of digital marketing and print marketing to attract visitors from all generations," she said. "Earned media has been a major contributor to the success of our marketing campaign. Earned media is free media where we haven't had to pay for the promotion, like that in the Model A Restorers Club Magazine or the many different articles that highlighted our communities in the digital platform Only in Your State."
Lanadvere said the organization has reached more than a million people on social media, while 135,000 people have reacted to posts, and 48,000 individuals have visited the CVB's website since its launch.
On Wednesdays, the CVB posts its "This Weekend in Randolph County" promotion to social media in addition to emailing it to subscribers.
"Although Elkins has the majority of the events, we highlight all community events in the county so everyone gets a piece of the pie. This year alone on our 'This Weekend,' we have promoted over 1,400 events," said Landavere, noting that those wishing to receive weekly emails highlighting county events can do so by subscribing on the CVB website.
In 2020, the CVB is looking forward to cooperative advertising and partnerships intended to maximize the organization's marketing dollars and to broaden the reach of brand awareness.
"One of our major 2020 projects is partnering with the Potomac Highlands Region Convention and Visitors Bureaus, New South Media and the West Virginia Tourism Office on a regional vacation guide," said Landavere, adding that the guide will include six pages of content for each CVB, and 45,000 copies of the guide will be inserted into the Washington Post.
Beardslee said the CVB's two largest projects in 2020 will consist of creating a new promotional video and releasing the Randolph County Travel Guide, which will include all lodging options and Randolph County fairs and festivals in addition to highlighting the location and activity check-off lists for a variety of tourism interests.
"We sincerely hope that you understand we do not take our funding or jobs for granted. We strive everyday to make Randolph County stronger economically, more visible and more welcoming," said Beardslee.
Also at Thursday's meeting:
• Kelly Stadelman, interim executive director of the Tucker Community Foundation, gave an informational presentation about Run for It, a 5K race that raises awareness and support for non-profits, civic organizations and other charities throughout a seven-county region.
The commission has been a sponsor of the event since 2013 and has had a return on its investment of over $165,500 that goes back to participating non-profit organizations throughout the county. Local organizations that participated in last year's event include the Randolph County Humane Society, Youth Health Services and the Augusta Heritage Center in addition to many others.
• Angie Goff of the Elkins Junior Women's Club spoke to commissioners about this year's Elkins High School graduation party.
At the meeting, commissioners voted to donate $2,000 toward the party to be taken from the courthouse contractual fund. 2020 marks the 35-year anniversary of the party's beginning, which is scheduled for May 22.