2024 Promotional Innovation Merit Award Winner – Roanoke!

The Virginia Main Street (VMS) program’s Promotional Innovation merit award highlights an innovative and successful district-wide special event or initiative designed to build a positive community identity and spirit or a district-wide marketing campaign designed to attract customers and increase revenue for local businesses. The 2024 award went to the City of Roanoke’s Department of Economic Development for their “It’s Here!” campaign that not only spotlighted Roanoke’s thriving arts sector but also fostered community unity.

Developed in collaboration with the Roanoke Arts Commission, the Roanoke Cultural Endowment, and the City of Roanoke Department of Economic Development, “It’s Here!” was created to showcase Roanoke’s rich artistic and cultural offerings and promote how the arts can serve as economic development. Artists were hired to create performances and exhibit visual art about their place and people, leading to conversations that strengthen community networks and reinforce an investment mindset.

“The arts are a leading sector in our city – an engine of economic and cultural growth. “It’s Here!” highlights the cultural assets found here. It celebrates how the arts ignite our economy and inspire our community.” – City of Roanoke Department of Economic Development

This promotional initiative, including the “It’s Here” music video, is designed as an inclusive invitation to a wide variety of partners to pursue entrepreneurial visions and growth in Roanoke’s neighborhood districts. The success of the campaign showcases Roanoke’s commitment to leveraging its cultural strengths for broader economic and social benefits, solidifying its reputation as the “Magic City” where creativity thrives and community spirit flourishes.