OpSail 2012 Virginia Had More than $150 Million Impact for the Region

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1 120 W. Main Street, Norfolk, VA Phone (757) Fax (757) opsail2012virginia.com For Immediate Release Press Contact: Karen Scherberger OpSail 2012 Virginia (757) OpSail 2012 Virginia Had More than $150 Million Impact for the Region Norfolk, VA (August 7, 2013) Analysis of the results from OpSail 2012 Virginia, the 12-day celebration last summer commemorating the 200 th Anniversary of the War of 1812, showed the event exceeded expectations attracting more than 50 ships from around the world, more than 1.5 million visitors and at least $150 million impact for participating communities. Impact totals are based in part on end-of-year assessments and affidavits provided by participating communities. Virginia s OpSail efforts dominated those of other regions in terms of scope, attendance, community engagement, coverage, and overall impact, says Karen Scherberger, CEO of Norfolk Festevents. We brought to the Port of Virginia the most ambitious peacetime joint military exercise since the Jamestown Exhibition of The scope of OpSail 2012 Virginia became greater than anticipated with 58 ships/vessels participating from an originally anticipated 25 ships. This brought to the region 6,000 officers, cadets and crew members from 15 nations, along with more than 1,000 flag officers from every branch of the U.S. armed services. More than 3.5 miles of linear docking space was used in Norfolk alone. If seen end to end, participating ships would have combined to fill more than 21 football fields. The spectacle of so many ships was experienced by visitors during three Parades of Sail through the Chesapeake Bay, Elizabeth River and the Upper Bay. During the 12 days of the event, 5 days longer than at other participating ports, more than 1.5 million people attended OpSail 2012 Virginia activities, with more than 23% coming from outside the Hampton Roads region. Visitors were able to experience festivities at 8 official Virginia 2012 OpSail locations across the region, including Norfolk, Virginia Beach, Portsmouth, Chesapeake, Hampton, Yorktown, Cape Charles and Onancock. And in post-event surveys, 83% of visitors rated their OpSail Virginia experience as very good or excellent. The community was actively involved throughout OpSail 2012 Virginia. The project mobilized more than 1,500 volunteers who committed approximately 18,000 volunteer hours. Associated fundraisers generated more than $16,000 in contributions for 12 regional charities. In addition, 4,000 students from 66 schools from as far away as Roanoke and Northern Virginia participated in educational programs. Community support also took the form of considerable financial backing, including more than $4 million raised in private contributions in the form of cash and in-kind services along with more than $1 million provided through media trade partnerships.

2 Awareness of the Coastal Virginia region and what it has to offer was raised through strong media attention generated by the event. OpSail Virginia generated more than 1,000 video news stories reaching a total of 26 million people. Additionally, more than 500 print and 200 internet stories created close to 700 million positive media impressions for OpSail cities and the state. Economically, the estimated total impact in OpSail Virginia cities is measured at $150 million. This is greater than the originally projected figure of $120 million target for the event. Most of that came in the form of spending by visitors and attendees to the more than 90 affiliated events and programs. An estimated $3 million was generated in spending by visiting ships in addition to at least $100,000 from recreational boaters. Noting the positive impact of the event on Virginia Beach, for example, James B. Ricketts, director of the city s Convention & Visitors Bureau, says, Thanks to Opsail 2012 activities, including our Patriotic Festival with its air show and tall ship viewing opportunities on the bay, as well as other events across the city, our hospitality business increased for the period. Along with raising the overall profile of the region in an extensive and exciting way, I think you d have to say that the multicity events proved beneficial to all of the regional players. Produced by Norfolk Festevents, OpSail 2012 Virginia was recognized in October by the International Festivals and Events Association with a Grand Pinnacle Award, the highest award reflecting the best overall festival & event in the world, according to IFEA. OpSail 2012 Virginia was designated as the Commonwealth s signature event by the Governor and General Assembly to commemorate the 200 th anniversary of the War of The 12-day celebration was held in June at locations spread out across Southeastern Virginia. The event was coordinated and produced by Festevents in Norfolk. OpSail 2012 Virginia was a component of the larger Operation Sail series of events held at a number of U.S. ports. Operation Sail, Inc. is a non-profit organization established in 1961 with the endorsement of President John F. Kennedy. Backed by a Joint Congressional Resolution, its mission is to advance sail training and promote goodwill among nations. To date, it has held five international sailing events in 1964, 1976, 1986, 1992 and 2000 each tied to a landmark historical event and each culminating in a traditional Parade of Sail in New York Harbor. For more information: OpSail 2012 Virginia (757) ###

3 OpSail 2012 Virginia Final Impact Analysis Prepared: July 9, 2013 Karen Scherberger, CEO Norfolk Festevents, Ltd. Highlights: Recognized as the top international event in 2012 by the International Festival and Events Association- IFEA. Recipient of the Grand Pinnacle Award (September 2012). Recognized as the top Event Promotion for budgets $3,500 and greater by PRSA Hampton Roads (June 2013). The most ambitious peacetime joint military and civilian maritime exercise undertaken in the Port of Virginia since the Jamestown Exhibition (1907). The signature event for the Commonwealth of Virginia for the Commemoration of the War of 1812 and the Bicentennial of the Star Spangled Banner. Exemplary state and regional cooperation and engagement. 0 Security issues (on land and on water); Incident free. Dominated the other OpSail 2012 national ports (New Orleans, Baltimore, New York, Boston and New London) with regard to: A. Scope of maritime involvement, number of ships and vessels B. International naval involvement C. Attendance D. Economic impact E. Duration of event F. Scope and scale of affiliate events/cities G. Government Engagement H. Community Engagement I. Educational Impact J. Media coverage K. Private Support L. Visitor Satisfaction M. Legacy A. Scope of maritime involvement, number of ships and vessels i. Anticipated 25 ships; Actual Official Ship/Vessel count- 58; 48 docked. 6,000 military officers, cadets crew from 15 nations,

4 i iv. More than a 1,000 flag officers from every branch of the armed services and sea services, and hundreds of elected officials from Washington, Richmond and throughout the region. 3.5 miles of linear docking of ships in Norfolk. v. Combined length of all ships: 7,774 or 21 football fields end to end! vi. 3 Parades of Sail (Chesapeake Bay, Elizabeth River, Upper Bay). B. International Naval and Sea Services involvement i. Endorsed by USN Chief of Naval Operations, Secretary of Defense, USCG Commandant, and international Chiefs of Naval Operations from 15 foreign nations; Bermuda, Brazil, Canada, Colombia, Cook Islands, Denmark, Ecuador, Germany, Indonesia, Mexico, Norway, Peru, Spain, United Kingdom, United States. Supported with every branch of the US Sea Services: US Navy, US Marines, US Coast Guard, Army Corp of Engineers, NOAA. C. Attendance i. Estimated attendance over 12 days, all cities combined, exceeded 1.5 million; 23% visiting from outside Hampton Roads. D. Economic impact i. Estimated total economic impact on OpSail Virginia cities. $150 million in visitor/attendee spending (minimum) ($120M projected). $3 million in visiting ship spending (minimum). $100,000 in recreational boater spending (minimum). E. Duration of event i. OpSail 2012 Virginia spanned 12 consecutive days- 5 more than any other OpSail port city. F. Scope and scale of affiliate events/cities i. 8 Official Virginia OpSail 2012 Cities: (Hampton Roads, Peninsula, Upper Peninsula, and Eastern Shore) Norfolk, Virginia Beach, Portsmouth, Chesapeake, Hampton, Yorktown, Cape Charles, Onancock. 90 total different affiliate events and programs planned throughout the official. cities. G. Government Engagement Local, State, Congressional i. Funded by the State of Virginia- Virginia Tourism Corporation- $1.5 million. Engaged the Office of the President, US House of Representatives, US Senate, Office the Governor, Secretary of Commerce, Secretary of Agriculture, Virginia Economic Development Office, Virginia House of

5 Delegates and Virginia State Senate, Hampton Roads Planning Council and Hampton Roads Mayors and Chairs. H. Community Engagement i. 1,500 volunteers; 18,000 volunteer hours. 12 regional charitable organizations benefitted from fundraising activities at OpSail generating more than $16,000 in contributions. I. Educational Impact i. 4,000 students; 66 different schools across the state- as far west as Roanoke, up to and including Northern Virginia. J. Media coverage i. 1,000 video news stories that reached more than 26 million people. More than 500 print and more than 200 internet stories that created close to 700 million positive media impressions for OpSail cities and state. i iv. $400,000 cash investment produced $17 million in media coverage. Credentialed more than 500 verified media representatives. K. Public Private Partnership Support ( does not include the ship spending) i. Total Operating Budget for OpSail 2012: $60 million a. $4 million in Private Fundraising (cash and in kind services). b. $5 million in Maritime/Port Support (in kind services). c. $1.5 million in State of Virginia funding. d. $3.5 million in local municipal funding (cash and in kind services). e. $35 million in US military and services support (US Navy, USCG, NOAA, Army Corp of Engineers). f. $10 million in federal security support and services (FBI, CIA, Homeland Security). g. $1 million in media trade partnerships. L. Visitor Satisfaction i. Visitor survey data reports 50% Excellent; 33% Very Good. M. Legacy Events i. The Hampton Pirate Festival celebrated it s 12 th anniversary launched with OpSail i Cape Charles initiated a new annual waterfront tall ship event. Virginia Beach returned to oceanfront air shows as part of the Patriotic Festival.

6 SAMPLE AFFIDAVITS City of Norfolk: Attendance exceeded 750,000 city- wide over 12 days. Downtown Norfolk hotels reported 100% occupancy for the weekend, with significant spillover to the Hampton Blvd and Military Highway hotels. Several Downtown restaurants reported record breaking sales, along with many retailers, including MacArthur Center, reporting very strong sales over the 12 days of OpSail. Light Rail ridership over 6 days in Norfolk during OpSail: 70,000 (103% increase over previous month of May s daily and weekend ridership). HRT Ferry ridership increased more than 56% over previous year s Harborfest. 27% increase in City of Norfolk parking over previous year s Harborfest. Norfolk implemented an innovative free city wide shuttle program FreeWay that moved close to 50,000 people over the event period- connecting the events, attractions and hotels. Contact: Karen Scherberger, CEO Norfolk Festevents. Scherbergerk@festevents.org Virginia Beach First Weekend In June: $3,228,679 Hotel sales citywide 2012 $2,762,853 Hotel sales citywide 2011 $ 465,828 Increase in hotel sales citywide 2012 over 2011 Citywide sales increase of $465,826 in 2012 was an increase of 17% over 2011 weekend. Citywide sales increase in 2011 over 2010, weekend over weekend, neither was an air show, was $231,607, an increase of 11% ($2,762,853 over $2,531,248). All figures above are Smith Travel Research estimates of gross hotel sales as of October 1, Contact: Ron Kuhlman, City of Virginia Beach Office of Tourism rkuhlman@visitvirginiabeach.com Cape Charles. Eastville, Onancock (Eastern Shore) 13,000 total attendance at events.

7 All ten day sails on each tall ship were sold out (Cape Charles/Eastville). Informal visitor intercepts indicated visitors came primarily from the Eastern Shore, Hampton Roads, Richmond, North Carolina, Maryland, and DC. Many were first-time visitors. Many said they would return. Cape Charles Town Harbor o 79 transient vessels compared to 14 for the same weekend last year o Revenue $17,573 versus $3,611 Bay Creek Marina 99 boats in their transient slips compared to 41 the year previous over the same period. Cape Charles B&B s (five) were all fully booked; first time ever for corresponding June weekends. Hampton Inn and Holiday Inn Express, Exmore reported record bookings double same weekend last year. Sunset Inn Resort hotel and campground reported record bookings compared to same weekend last year. Contact: Dave Steward, Tall Ships Cape Charles captdave46@yahoo.com; Richard Pearsall, Town of Onancock, richardandvickipearsall@verizon.net Portsmouth 5,400 tall ship attendance / Coast Guard cutter guests; 2,000 Visitors' Center guests Restaurants: Packed to the gills Renaissance Hotel: Booked Marinas: Over 160 additional boats Education: 4 participating Adopt-a-Ship Elementary schools 225 Adopt-a-Ship school students received private educational tours/hands-on presentations Security: No incidents Overall response: very positive Contact: Don Comer, Portsmouth Partnership: doncomer@cox.net

8 Yorktown Yorktown Maritime weekend brought some of the largest crowds the Yorktown waterfront has seen since 225th Celebration of the Victory at Yorktown in attendance: 39,738. A summary of business income for June 2011 vs. June 2012 reflected an increase of 13% in sales tax, 11% in meals tax and 16% in lodging tax for Historic Yorktown. Trolley ridership for the weekend compared to the previous year reflected an increase of 123% or 1,062 more riders than the previous year. Yorktown Market Days had one of the best crowds for the year during this weekend. Many of the vendors had all of their items purchased prior to the end of the event. We had great feedback from each of the vendors who stated that the crowds were steady all morning. The vendors would love to see additional events coincide with their market days. In the data below you will see the economic impact to Yorktown during this huge event weekend was a tremendous success with all of the local businesses seeing great crowds and huge sales increases from past years. The Yorktown Maritime Weekend was the first time tall ships, military, and recreational boaters have filled the Yorktown waterfront. The crowds completely packed the town the entire weekend. Yorktown had people enjoy the ships, military, static displays, farmers market, music, and great local food throughout the weekend. The Maritime Weekend was one of the biggest successes for Yorktown since the opening of Riverwalk Landing in Contact: Kristi Olsen, York County Tourism olsen@yorkcounty.gov Hampton Attendance: 15,000; Good crowds for all 3 Parades of Sail and Blackbeard Pirate Festival Contact: Sallie Grant DiVenuti, Executive Director, Hampton Convention and Visitors Bureau sallie@hamptoncvb.com USCG Recreational Boater Estimates: At least doubled 2000 boater count (40,000 people) Estimate: 80,000