The historic triangle seeks to boost tourism and attract more visitors from the north – Daily Press
Nearly $1 million from COVID relief funds will be invested in a marketing campaign to attract more Boston-area visitors.
County leaders in James City and Williamsburg agreed this week to use funds from their American Rescue Plan Act (ARPA) grants to boost visitation to the historic triangle and help the recovery of the tourism industry and the hotel industry. Tourist attractions, hotels and restaurants in the greater Williamsburg area suffered a major downturn in 2020 when the COVID-19 pandemic hit.
Much of the funds will be used by Visit Williamsburg to market the historic district of Boston, Massachusetts, from which tourists have expressed interest. Like the Historic Triangle, Boston is also steeped in colonial history.
“Boston is already showing up on our radar as a solid source market of visitors with no advertising in play, so we knew there was potential there,” Visit Williamsburg CEO Victoria Cimino said during an interview. a trade roundtable earlier this week. “Household income level, education income level, all those kinds of demographic factors also play and play well into our overall strategy.”
For the ad campaign, $295,000 will come from the James City County ARPA grant and $402,000 will come from Williamsburg. York County is providing $240,000, according to Carla Brittle, administrator of James City County Tourism and Recreation Centers.
According to Cimino, Visit Williamsburg saw a significant increase in website traffic after the campaign launched in February.
In addition to a television campaign, the company has extended its marketing efforts to high-traffic areas, such as subway stations and city sidewalks, where kiosks and other virtual billboards broadcast Williamsburg tourism advertisements. Visit Williamsburg, the city’s tourist board, country markets.
Also from its $570,000 ARPA grant, which comes from the Virginia Tourism Corporation, James City County will use $275,000 to purchase a portable trailer stage and portable restroom trailer for special events, concerts, and tourism in county parks and commercial districts.
Brittle said the portable stage will allow for more concerts in the county at a variety of venues. She said the trailer could be taken to sporting events for concerts when the events are over.
James City County Administrator Scott Stevens said such a stage would be ideal for the events. “I think we’ll get a lot of use out of it and put it in places where we had tents,” he said.
The City of Williamsburg plans to use $268,000 of its $670,000 ARPA grant for a “signature destination event,” details of which will be released later.
The James City County Board of Supervisors and the Williamsburg City Council approved the acceptance of ARPA grants at their meetings this week.
David Macaulay, [email protected]
Sian Wilkerson, [email protected]757-342-6616