1. MARKETING A TOURIST- FRIENDLY SESQUICENTENNIAL Virginia Tourism Corporation November 9, 2009

2. The Importance of Civil War Tourism in Virginia 22% of travelers in our target markets say Civil War historic sites are “significantly important” when choosing a travel destination 6% of all trips to Virginia include Civil War History 2.5 = average party size 3.5 = average length of stay (1.5X average) One in 7 tourism dollars come from travelers engaged in Civil War History 972 = average spending per travel party (2.3X average) Source: VTC Attitudinal Study, Wave 2. and VTC Travel Profile FY08-09

3. The Importance of Virginia in Civil War Tourism Source: VTC Attitudinal Study, Wave 2. Q36 “Which of the following do you feel the destinations offer to a significant degree? Choose only the ones you feel are offered to a significant degree for that destination.” – Civil War History

4. Virginia’s Three Tiered Strategy

5. GROWTH TARGET PRIMARY TARGET Origin Markets: Washington, DC, Baltimore, North Carolina, Virginia Demographics: 25 – 45 years old Bachelor’s Degree or Higher Traveling with Children Middle - Upper-middle class Trip Type: Short Getaway / Extended Weekend Year-round with Emphasis on Spring and Summer Origin Markets: Philadelphia New York City South Carolina Ohio Atlanta Demographics: 35 – 55 years old Bachelor’s Degree or Higher Traveling with Children (7 – 18 y/o) Upper-middle Class Trip Type: Extended Weekend / Traditional Week-long Vacation Year-round with Emphasis on Spring and Summer Understanding the Tiers: Other Leisure Travelers

6. Source: Sesquicentennial Qualitative Research Virginia is the best place to take a relaxing trip with your family. Beautiful scenery, outdoor recreation, beaches, theme parks and historic and cultural sites offer a variety of activity to keep the entire family entertained year after year.

7. Understanding the Tiers: Other Leisure Travelers Source: Sesquicentennial Qualitative Research Gen X less interested in history But are interested in culture and understanding their world Children more interested in history than their parents But needs to be interactive and engaging Most likely to include “must-see” historic sites on bigger vacation Become quickly overwhelmed by heavy content Prefer presentations that “bring history to life”

8. WHO THEY ARE Total Trips: 32% Total Spending: 51% Median age: 47 Married: 59% Gender: 50% male/female Median Income: $62,500 College Education: 51% Party Composition: ▪39% couples ▪29% traveling with children Understanding the Tiers: Culture & Heritage Travelers Source: VTC Travel Profile and BCF Media Planning

9. WHAT THEY WANT To Understand Their World Enjoy learning how the past influences today’s society and their own lives View history like a puzzle with each piece making their world a little clearer To Make History Relevant Know less about the Civil War than other periods of history. Like sites interactive and relevant to today. Understanding the Tiers: Culture & Heritage Travelers Source: Sesquicentennial Qualitative Research

10. WHO THEY ARE Total Trips: 6% Total Spending: 14% Median age: 52 Married: 63% Gender: 53% male Median Income: $57,500 College Education: 51% Party Composition:  41% couples  28% traveling with children Understanding the Tiers: Civil War Travelers Source: VTC Travel Profile and BCF Media Planning

11. WHAT THEY WANT To See Where It Happened  Learn about history by reading books at home.  Visit sites to gain context – not information.  Lighter content is OK if the site provides authentic context. To Memorialize The Past  Seek authenticity most  Passionate about preserving historic sites Understanding the Tiers: Civil War Travelers Source: Sesquicentennial Qualitative Research

12. The Universal Message: Visiting Virginia for the 150 th anniversary of the Civil War gives Americans a greater understanding of how the Civil War is fundamental in appreciating the United States of today. With the majority of major battles fought here, Virginia offers more pieces of the big picture than any other state.

13. Creating Interest CIVIL WAR BUFFS Promotion: Package less well-known sites Promote preservation- related causes Content: Depth dictated by strength of connection with today. Less well-known sites require most depth Must be authentic Anniversary Importance: Likely to travel CULTURE-HERITAGE TRAVEL Promotion: Partner with cultural attractions and other periods of history Content: Make connections with today Interactive: Artifacts and Reenactments most appealing Special events appeal to most Anniversary Importance: Most likely to travel OTHER LEISURE TRAVELERS Promotion: Package with other leisure activities Important to share history with kids, but want to relax Content: Content must be light Kids must be engaged Expect lively, special events during anniversaries Anniversary Importance: Limited

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