Experiences that Bring Customers Back!

We’ve heard from several communities across the commonwealth that improving downtown hospitality is a high priority in making their downtowns a destination! With help from the Virginia Tourism Corporation, DHCD has put together a series of 20 workshops across the state called Delivering Memorable Experiences Downtown, which aims to strengthen business hospitality to provide an experience that creates return customers and positive and proactive word-of-mouth.

Delivering the workshop is Virginia Tech associate professor and author, Dr. Vincent Magnini, who was recently ranked one of the top 12 most prolific hospitality researchers worldwide. Dr. Magnini has published six books and more than 150 articles and reports. His projects typically include destination marketing plans, economic impact analyses, feasibility studies and visitor satisfaction tracking. Before his career in academia, Dr. Magnini worked on management teams at Marriott, Hyatt and Hilton Garden branded hotels in the Mid-Atlantic and Midwestern regions of the U.S.

This training is designed specifically for business owners – restaurant, retail, service – there is something for everyone. Learn how to generate good buzz for your businesses!

Sign up for a workshop near you! Contact Jessica Hupp at Jessica.hupp@dhcd.virginia.gov or 804-371-7121 to register. Do not wait to reserve your seat for these one-time events!

August 6: Hopewell
August 14: Petersburg
August 15: Farmville
August 20: Waynesboro
August 21: Staunton
August 22: Winchester
August 23: Culpeper
August 29: Strasburg
September 11: Altavista
September 12: Pulaski
September 13: Lynchburg
September 14: Vinton
September 18: Cape Charles
September 19: Franklin
September 24: Gloucester

Staunton’s strategic arts investment and the power of community

Just as the Oregon Shakespeare Festival anchors a comprehensive and lively arts scene in the City of Ashland, Oregon, the American Shakespeare Center has sparked greater investment in the performing arts as an economic tool in the Shenandoah Valley community of Staunton.

Mosedale shines a light on Staunton's strategy backstage at The Dixie.

Soon, in addition to menu of Shakespeare at the Blackfriar’s Playhouse, community leaders hope to offer visitors contemporary theater. The Staunton Performing Arts Center (SPAC), founded in 2001, has a $13.5 million plan to reinvest in the Dixie Theater and the Arcadia Building.  As a model, SPAC Executive Director Judy Mosedale and other community leaders point to Ashland.

This investment comes at a time when participation in live arts events is on the decline.  Last week the National Endowment for the Arts (NEA) reported survey results showing that in 2008 about 35 percent of U.S. adults attended an arts performance (down from 40 percent), and that the average age of attendees is older than the average age of the population.  Meanwhile, it also shows that more of us are downloading performances online. 

So how can  the arts and culture strategies of Virginia communities curb that trend?

One model might be the sports audience.  We watch football on TV, yet fans still pack into stadiums to sit in less comfort, with a poorer view of the action than they can get from home.  But they also get something else in a stadium with tens of thousands of other screaming fans–a sense of shared interest, of community.

In the tourism strategy for investing in the arts, it might be worth asking the question: how can a town or city make a weekend guest actually feel like part of the community? What can attach them to the place as well as the performance? How can we provide an experience they can’t download? And what will keep them coming back for more?