Operating Plan for the Fiscal Year Ending June 30, 2021 - Virginia Tourism Authority
Summary
The Operating Plan of the Virginia Tourism Authority d/b/a Virginia Tourism Corporation for the fiscal year ending June 30, 2021. Its contents list an introduction, mission, vision and values, organizational structure, strategic plan and performance measures, an operating financial plan summary, and sections on marketing, visitor services, film, partnership marketing and pass-through payments. The introduction states that the Authority was established by the General Assembly in 1999, has a Board of Directors of 17 members and operates 12 state welcome centers. The pass-through payments section lists total expenditures of $1,275,000, including $850,000 for the Southwest Regional Recreation Authority (Spearhead Trails) and $300,000 for the Virginia Coalfield Regional Tourism Authority.
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“Operating Plan for the Fiscal Year Ending June 30, 2021 - Virginia Tourism Authority.”
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VIRGINIA TOURISM AUTHORITY
d/b/a Virginia Tourism Corporation
OPERATING PLAN
FOR THE FISCAL YEAR ENDING JUNE 30, 2021
VIRGINIA TOURISM AUTHORITY
FY 2021 OPERATING PLAN
TABLE OF CONTENTS
I. INTRODUCTION....................................................................................................................................1
II. MISSION, VISION, AND VALUES ......................................................................................................2
III. ORGANIZATIONAL STRUCTURE ....................................................................................................3
IV. STRATEGIC PLAN AND PERFORMANCE MEASURES ...............................................................4
V. FY 2021 OPERATING FINANCIAL PLAN SUMMARY...................................................................5
VI. EXECUTIVE, OPERATIONS, AND FINANCE ..................................................................................8
VII. MARKETING ..........................................................................................................................................9
VIII. VISITOR SERVICES ............................................................................................................................ 11
IX. FILM ....................................................................................................................................................... 12
X. PARTNERSHIP MARKETING........................................................................................................... 13
XI. PASS-THROUGH PAYMENTS .......................................................................................................... 14
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2021
–1–
I. INTRODUCTION
The Virginia Tourism Authority d/b/a the Virginia Tourism Corporation (VTC) was established
by the General Assembly in 1999 (§ 2.2-2315 et seq., Code of Virginia) as “…a public body
corporate and as a political subdivision of the Commonwealth.” The Authority was given broad
powers to “…stimulate the tourism segment of the economy by promoting, advertising, and
marketing the Commonwealth's many tourist attractions and by coordinating other private and
public efforts to do the same…” The General Assembly also recognized that the “…film industry
is a legitimate and important part of economic development in the Commonwealth.”
The VTC has a Board of Directors composed of 17 members, including the Lieutenant Governor,
the Secretary of Commerce and Trade, the Secretary of Finance, the Secretary of Natural
Resources, the Secretary of Agriculture and Forestry, and 12 members appointed by the
Governor, subject to confirmation by the General Assembly. The Governor designates the
Chairman of the Board and the Board may elect one member as Vice-Chairman. The
President/CEO of VTC is appointed by the Governor and also serves as the Board’s ex-officio
secretary.
The VTC is headquartered in Richmond. In addition, the VTC operates 12 state welcome centers
located strategically around the state to provide information to people traveling in Virginia.
OPERATING PLAN
This operating plan has been prepared in accordance with Chapter 1289, the 2020 Appropriation
Act, which states in part the following:
Prior to July 1 of each fiscal year, the Virginia Tourism Authority shall provide to
the Chairmen of the House Appropriations and Senate Finance Committees and
the Director, Department of Planning and Budget a report of its operating plan.
This document provides summary information regarding VTC’s priorities, how it will accomplish
its objectives, and the resources committed to those efforts.
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2021
–2–
II. MISSION, VISION, AND VALUES
VTC serves the broader interests of the Virginia economy by supporting, maintaining, and
expanding the Commonwealth’s domestic and international travel markets and motion picture
industry, thereby generating increased spending, employment, and tax revenues. VTC develops
and implements programs beneficial to Virginia travel-related and motion picture-related
businesses and consumers.
MISSION STATEMENT:
Expand domestic and international in-bound travel and motion picture production to generate
revenue and employment in Virginia.
VISION STATEMENT:
Foster a spirit of partnership within Virginia’s tourism and motion picture industries.
VALUES STATEMENT:
Love is Integrity, Passion, and Results
Integrity: Be the Best You
• Respect, value, and appreciate others with kindness
• Work through differences
• Be transparent
• Take personal responsibility
Passion: Thirst for Knowledge
• Seek new ideas and fresh thinking
• Stay curious and encourage questions
• Be purpose-driven
• Value the people, the brand, and the industry
Results: Move Mountains
• Define, measure, and communicate collective goals
• Continuously evaluate and innovate
• Contribute to the success of others
• Celebrate shared accomplishments
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2021
–3–
III. ORGANIZATIONAL STRUCTURE
VTC’s activities are divided into five programmatic areas. The responsibilities for management
of these areas are vested with the President/CEO and four Vice-Presidents.
1) Executive & Board of Directors
2) Operations & Finance
3) Marketing
4) Film
5) Partnership Marketing
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2021
–4–
IV. STRATEGIC PLAN AND PERFORMANCE MEASURES
VTC’s strategic plan identifies the means by which VTC will achieve its stated mission and goals.
The strategic plan also identifies the objectives and strategies associated with the goals. The strategic
plan may be found on VTC’s website (www.vatc.org) or on the Department of Planning and
Budget’s website (www.dpb.virginia.gov). The goals included in the strategic plan are as
follows:
1. Inspire travel to Virginia by strengthening awareness of the Virginia brand and product.
• Increase and strengthen the awareness of Virginia as a travel destination.
• Make the visitor or potential visitor aware of the many opportunities that the
Commonwealth offers in the way of destinations, family fun, history, and business travel.
2. Increase the economic impact of the tourism and motion picture industries in Virginia.
• Attract visitors and motion picture production to the Commonwealth, resulting in greater
economic impact generated by the tourism and motion picture industries.
3. Increase the number of jobs supported by the tourism and motion picture industries in Virginia.
• Attract visitors and motion picture production to the Commonwealth, resulting in more
jobs supported by the tourism and motion picture production industries.
4. Increase the tax revenues generated by the tourism and motion picture industries in Virginia.
• Attract visitors and motion picture production to the Commonwealth, resulting in greater
tax revenues generated by the tourism and motion picture industries.
5. Provide resources to communities to maximize their tourism potential.
• Support the enhancement, expansion, and development of new and existing tourism
products, events, and services.
• Strengthen and increase partnerships each year that benefit the tourism industry.
• Access new funding and leverage advertising, marketing, and public relations resources
by partnering with tourism organizations, other nonprofit entities, private industry, and
government.
6. Strengthen awareness of the value of tourism as an economic engine for Virginia.
• Foster strong working relationships with elected officials and key opinion leaders to gain
support and growth for Virginia’s tourism industry.
VTC also has the following quantifiable performance measures to assess the effectiveness of its
programs in achieving its goals and objectives:
1. Number of digital referrals to industry partners
2. Number of annual website user sessions
3. Amount leveraged for every grant dollar invested
4. Dollar amount of economic impact generated by the motion picture industry
5. Cost per one thousand media impressions
6. Number of Welcome Center visitors
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2021
–5–
V. FY 2021 OPERATING FINANCIAL PLAN SUMMARY
Operating Financial Plan Summary
For the Fiscal Year Ending June 30, 2021
Funds Employment
Fund Sources
COV General Fund Revenue a/ $21,213,801
VDOT Transfers 1,423,775
Welcome Center/Safety Rest Area Revenue 735,000
Interest on Deposits 120,000
Other Revenues 348,750
Carryover Funds 3,398,889
Total Fund Sources $27,240,215
Expenditures
Executive, Operations, and Finance $1,605,466 7
Marketing 12,545,138 27
Visitor Services 4,014,987 34
Film 1,323,258 5
Partnership Marketing 6,476,366 15
Pass-Through Payments a/ 1,275,000
Total Expenditures $27,240,215 88
a/ Of the COV General Fund Revenue provided for Pass-Through Payments, $150,000 is unallotted until
re-enacted by the General Assembly after acceptance of a revenue forecast that confirms the revenues
estimated within the 2020 Appropriation Act.
Note: VTC employs 47 part-time workers not reflected in the above employment levels.
FY 2021 General Fund Budget Summary
Amount
Base Budget $21,235,424
Central Appropriations distributions $332,848
Remove funding for Asian market tourism promotion ($450,000)
Remove funding for a regional tourism entity ($125,000)
Increase funding for the Virginia Coalfield Regional Tourism Authority $100,000
Introduced Budget Bill (2020 Session) $21,093,272
Provide funding for the Birthplace of Country Music expansion $50,000
Chapter 1289 (2020 Appropriation Act) $21,143,272
FY 2021 Central Appropriations distributions (estimated) $70,529
TOTAL FY 2021 GENERAL FUND BUDGET $21,213,801
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2021
–6–
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2021
–7–
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2021
–8–
VI. EXECUTIVE, OPERATIONS, AND FINANCE
This function provides oversight through the President/CEO and the Board of Directors. It also
includes administrative and support services such as Board of Directors support, budget development
and monitoring, financial reporting, accounting, procurement, and strategic planning coordination. In
addition, this function oversees the management of the Virginia is for Lovers trademarks.
EXECUTIVE, OPERATIONS, AND FINANCE
Operating Financial Plan
Funds Employment
Fund Sources
COV General Fund Revenue $1,467,466
VDOT Transfers --
Welcome Center/Safety Rest Area Revenue --
Interest on Deposits $120,000
Other Revenues $18,000
Carryover Funds --
Total Fund Sources $1,605,466
Expenditures
Salaries, Benefits, and Taxes $886,081 7
Wages and Taxes --
Advertising and Promotion 7,100
Missions, Shows, and Events 5,750
Digital Marketing --
Travel 129,701
Services 269,590
Supplies and Materials 27,900
Grants and Pass-Through Payments --
Fixed Asset Payments 45,440
Other Expenditures 233,904
Total Expenditures $1,605,466 7
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2021
–9–
VII. MARKETING
VTC’s marketing activities include a number of programs aimed at promoting Virginia as a premier
travel destination, including brand management, creative services, digital marketing, communications,
global marketing, domestic sales, merchandising, and research. Each program has targeted purposes
and objectives.
Brand Management: The advertising program develops and promotes the Virginia brand through social
media, broadcast, and digital media. The media plan targets frequent travelers within markets that
provide the highest potential number of visitors to Virginia. The media plan includes buy-downs and
cooperative support for Virginia’s tourism industry.
Creative Services: The creative services program provides in-house graphics development and
production services for VTC. VTC’s library of photography, film, videography, and digital graphics
files is managed by creative services.
Digital Marketing: The digital marketing program manages VTC’s three primary websites:
virginia.org, blog.virginia.org, and vatc.org. Virginia.org and blog.virginia.org are trip planning and
travel inspiration websites for consumers, while vatc.org is a business-to-business website for
Virginia’s tourism industry. Digital marketing manages VTC’s internet communications technologies
and develops web-based business initiatives and partnerships. Digital marketing also regularly educates
the industry on the use of online technologies, marketing strategies, and the benefits of full participation
in VTC’s consumer website.
Communications: The communications program is responsible for generating editorial coverage in
targeted national, regional, and in-state publications for promotion of Virginia as a premier travel
destination. Communications also provides VTC with visibility in niche publications to promote
special and unique attractions in Virginia. The program also is responsible for developing talking
points for press conferences and interviews with the Governor and First Lady. In addition, it
disseminates tourism-related news to the Virginia tourism industry and works with the industry on
generating media coverage. Communications also manages VTC’s robust social media program.
Global Marketing: The global marketing program develops and implements integrated and innovative
direct sales, marketing, promotions, and public relations strategies in order to bring more foreign
visitors and vendors to Virginia. The geographic targets are coordinated with air service to gateway
airports and are supported by research.
Domestic Sales and Marketing: VTC markets the Commonwealth as a premier travel destination to
tour operators, select travel agents, meeting planners, and sports events rights holders. VTC represents
the Commonwealth and provides the Virginia tourism industry with partnership opportunities to
collaborate in professional trade shows, sales missions, site inspection tours, and marketing initiatives
strategically targeting national, regional, and in-state domestic trade markets.
Merchandising: This program oversees the production of official Virginia is for Lovers merchandise.
It works with Virginia’s tourism industry to encourage participation in the sale of the merchandise,
which generates royalties that support VTC’s programs as well as strengthening brand recognition.
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2021
– 10 –
MARKETING (CONT’D)
Research: The research program utilizes a wide range of tourism industry data, metrics, and insights
in order to quantify Virginia’s tourism industry. The goals of VTC’s research program are to measure
tourism industry performance, conduct consumer studies, and perform competitive industry analysis.
The research program works with internal and external partners in collecting primary survey data,
developing domestic and international visitor profiles, calculating domestic and international market
shares, guiding digital media analytics, and determining the state and local economic impact of
tourism. The program also provides detailed and timely information for VTC to measure the benefit-
cost ratio of its integrated marketing, digital media, and incentive programs.
MARKETING
Operating Financial Plan
Funds Employment
Fund Sources
COV General Fund Revenue $11,704,057
VDOT Transfers --
Welcome Center/Safety Rest Area Revenue --
Interest on Deposits --
Other Revenues 227,500
Carryover Funds 613,581
Total Fund Sources $12,545,138
Expenditures
Salaries, Benefits, and Taxes $2,669,703 27
Wages and Taxes --
Advertising and Promotion 5,717,641
Missions, Shows, and Events 122,334
Digital Marketing 1,219,192
Travel 151,577
Services 892,021
Supplies and Materials 176,635
Grants and Pass-Through Payments 1,341,137
Fixed Assets Payments 43,548
Other Expenditures 211,350
Total Expenditures $12,545,138 27
Note: The WW I & WW II Profiles of Honor Tour is funded by the Virginia World War I and World War II
Commemoration Commission and is included in “Other Revenues.” The program includes one full-
time employee.
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2021
– 11 –
VIII. VISITOR SERVICES
This program develops overall strategies for sound customer and visitor relations and information
distribution systems. It manages activities aimed at providing superior customer service, evaluating and
improving customer fulfillment functions, and increasing community outreach. VTC works
cooperatively with the Virginia Department of Transportation in the operations of the state’s 12
Welcome Centers to promote and encourage traveler visitation to and within Virginia.
VISITOR SERVICES
Operating Financial Plan
Funds Employment
Fund Sources
COV General Fund Revenue $1,754,712
VDOT Transfers 1,423,775
Welcome Center/Safety Rest Area Revenue 735,000
Interest on Deposits --
Other Revenues 101,500
Carryover Funds --
Total Fund Sources $4,014,987
Expenditures
Salaries, Benefits, and Taxes $2,323,090 34
Wages and Taxes 438,882
Advertising and Promotion --
Missions, Shows, and Events --
Digital Marketing --
Travel 59,384
Services 799,646
Supplies and Materials 154,290
Grants and Pass-Through Payments 200,000
Fixed Asset Payments 18,614
Other Expenditures 21,081
Total Expenditures $4,014,987 34
Note: Visitor Services also includes 45 part-time travel counselors at the state’s 12 Welcome Centers.
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2021
– 12 –
IX. Film
The Virginia Film Office is committed to attracting film and video production to Virginia and
supporting the indigenous production industry, with the ultimate goal of bringing economic and
employment benefits to the Commonwealth. Film, video, and multi-media production is a growth
industry worldwide, and the potential economic benefits to the state have increased significantly. The
Virginia Film Office pursues its goals through the creation and implementation of innovative marketing
and development programs, and by delivering exceptional customer service to inspire repeat business.
FILM
Operating Financial Plan
Funds Employment
Fund Sources
COV General Fund Revenue $1,149,445
VDOT Transfers --
Welcome Center/Safety Rest Area Revenue --
Interest on Deposits --
Other Revenues --
Carryover Funds 173,813
Total Fund Sources $1,323,258
Expenditures
Salaries, Benefits, and Taxes $543,078 5
Wages and Taxes 19,725
Advertising and Promotion 209,500
Missions, Shows, and Events 13,500
Digital Marketing --
Travel 26,500
Services 73,442
Supplies and Materials 39,200
Grants and Pass-Through Payments 373,813
Fixed Assets Payments 10,500
Other Expenditures 14,000
Total Expenditures $1,323,258 5
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2021
– 13 –
X. PARTNERSHIP MARKETING
Partnership Marketing maximizes the tourism potential of Virginia’s communities through tourism
planning, development, and marketing. Together, these efforts help build vibrant communities for
travelers as well as residents. Partnership Marketing also recently updated the long-term State Tourism
Plan.
Planning and Partnerships: Planning and Partnerships provides communities and tourism
entrepreneurs with tourism planning expertise and support. It assists with community planning,
building partnerships, product planning, and identifying funding resources to help grow the
Commonwealth’s tourism industry. It also administers VTC’s Marketing Leverage Program, which
partners with localities and the private sector to fund new tourism marketing initiatives and to extend
the “Virginia is for Lovers” marketing efforts. In addition, Planning and Partnerships works closely
with Virginia’s localities and attractions to identify other grant opportunities and options for stretching
limited resources to develop and market the Commonwealth’s tourism product.
Business Development: Business Development is responsible for administering the Tourism
Development Financing Program (TDFP) and the Adventure Tourism Manufacturing (ATM) program.
The TDFP provides gap financing to compensate for shortfalls in project funding in partnership with
developers, localities, and financial institutions, while the ATM program works with the Virginia
Economic Development Partnership to recruit manufacturers of outdoor adventure products.
PARTNERSHIP MARKETING
Operating Financial Plan
Funds Employment
Fund Sources
COV General Fund Revenue $3,863,121
VDOT Transfers --
Welcome Center/Safety Rest Area Revenue --
Interest on Deposits --
Other Revenues 1,750
Carryover Funds 2,611,495
Total Fund Sources $6,476,366
Expenditures
Salaries, Benefits, and Taxes $1,651,616 15
Wages and Taxes --
Advertising and Promotion 96,000
Missions, Shows, and Events 3,700
Digital Marketing 10,000
Travel 70,550
Services 270,500
Supplies and Materials 16,250
Grants and Pass-Through Payments 4,311,495
Fixed Assets Payments 5,250
Other Expenditures 41,005
Total Expenditures $6,476,366 15
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2021
– 14 –
XI. PASS-THROUGH PAYMENTS
The following is a list of pass-through payments included in the appropriation for the Virginia Tourism
Authority.
Funds
Fund Sources
COV General Fund Revenue $1,275,000
Total Fund Sources $1,275,000
Expenditures
Southwest Regional Recreation Authority (Spearhead Trails) $850,000
Virginia Coalfield Regional Tourism Authority a/ 300,000
Special Olympics Virginia 50,000
Birthplace of Country Music a/ 50,000
Carver-Price Legacy Museum 25,000
Total Expenditures $1,275,000
a/ Of the funding detailed above, $100,000 for the Virginia Coalfield Regional Tourism
Authority and all of the funding for the Birthplace of Country Music is unallotted until re-
enacted by the General Assembly after acceptance of a revenue forecast that confirms the
revenues estimated within the 2020 Appropriation Act.
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