The Virginia Department of Business Assistance partnered with the Virginia Tourism Corporation, Blue Ridge Travel Association and People Inc. to present an Adventure Tourism Workshop focused on helping entrepreneurs launch and operate successful tourism related businesses in Southwest Virginia.
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Blue Ridge Tourism Adventure Tourism Workshop, November 4, 2010
1. Presents
November 4, 2010
Wytheville Meeting Center
Wytheville, VA
2.
3. • Welcome
• Regional Tourism Development Update
• Successful Adventure Tourism Businesses
• Questions & Answers
• Break
• Business in the Commonwealth
• How to Start & Operate a Business
• Marketing Assistance & Strategies
• Financing/Managing Resources
• Tourism Start-up Financing
• Other Available Resources
• Complete Evaluations
• Adjourn
4. Regional Tourism Development & Marketing Initiatives
rrose@virginia.org
Randall A. Rose
rrose@virginia.org
276-322-2044
www.vatc.org (industry)
Development Specialist – Partnership Marketing
Virginia Tourism Corporation
ginia.org (consumer)
5. Contact:
Kevin Costello, Chair
(540) 473-1167
kcostello@BOTETOURTVA.US
www.fishvirginiafirst.com
6. Contact:
Kevin Costello, Chair
(540) 473-1167
kcostello@BOTETOURTVA.US
www.wildernessroadva.org
7. Contact:
Michael Wampler
Interim Executive Director
276-393-2551
michael.wampler@spearheadtrails.com
www.spearheadtrails.com
8. Contact:
Diana Blackburn
Executive Director
276-492-2080
dblackburn@roundthemountain.org
www.roundthemountain.org
9. Contact:
Jack Hinshelwood
Executive Director
276-492-2085
jhinshelwood@thecrookedroad.org
www.thecrookedroad.org
10. Contact:
Todd Christensen
Executive Director
Southwest Virginia Cultural Heritage Commission
Todd.Christensen@dhcd.virginia.gov
276-492-2097
www.heartwoodva.org
11. Contact:
Linda Tate
Project Committee Chair
276-889-8041
lindatate@bvunet.net
www.virginia.org/coalheritagetrail
12. Contact:
Jeffrey B. Trollinger, C.W.B.
Watchable Wildlife Program Manager
804-367-8747
Jeff.Trollinger@dgif.virginia.gov
www.dgif.virginia.gov/vbwt
13. Contact:
Wayne Strickland
Project Manager
540-343-4417
wstrickland@rvarc.org
www.vawesternhighlands.com
21. Connect with VTC:
• Attend a VTC Help Desk Event
• Sign up for the Dashboard e-newsletter
• Visit www.vatc.org
rrose@virginia.org
276-322-2044
www.vatc.org (industry)
www.virginia.org (consumer)
22. Randall A. Rose
rrose@virginia.org
276-322-2044
Development Specialist – Partnership Marketing
Virginia Tourism Corporation
rrose@virginia.org
276-322-2044
www.vatc.org (industry)
www.virginia.org (consumer)
25. Tourism Needs and Wants
• ITEMS NEEDED • ITEMS WANTED
• A PRIMARY ATTRACTION • HISTORY
– NATIONAL PARK – INTERPRETIVE SITES
– TRAIL SYSTEM – MUSEUMS
• LODGING – DRIVING TOURS
– MOTEL/HOTEL • CULTURE
– BED & BREAKFAST – SOUVENIR SHOPS
– CABINS – LOCAL CULTURAL ACTIVITIES
• FOOD – THEATRICS PORTRAYING LOCAL
CULTURE AND HISTORY
– RESTAURANTS
• HOME STYLE • ANCILLARY ACTIVITIES
• FAST FOOD – MINIATURE GOLF
• THEMED
– GO CARTS
• SUPPLIES – SWIMMING
– GAS – GOLF
– ARTICLES SPECIFIC TO AREA ACTIVITIES – ANY ACTIVITY OTHER THAN THE
• OHV
• EQUESTRIAN
PRIMARY REASON THAT THE TOURIST
• MTN BIKING
CAME TO YOUR AREA
• HIKING
• WATER SPORTS
26.
27.
28.
29. Suggestions
• Do’s
– Advertise
• Locally and nationally
– Be ready to take a chance but keep realistic goals in perspective
– Be flexible and willing to change as your business grows.
– Find a niche and be original
– Research your business, potential clientel and have a good business
plan
• Don’ts
– Copy what everybody else is doing
– Expect that business is going to come knocking at your door
– Try to be a stand alone business.
• Form alliances with other businesses in your area that will help bring
clients to your door step!
30. Final Thought
A young man wanted to go into business for himself, so he
found a retail business for sale in the classifieds. He made
arrangements and purchased the store. He looked on the
internet for the best deals for his supplies. A year later he
sat in his store wondering why he had no customers…. The
following year while thumbing through the newspaper he
noticed that his business was being advertised on the
foreclosure list!!
Bottom line, If no one knows that your business exists then
you will be like the young man above….
Market, but market smart!
31. Our goal is to
provide an avenue
for economic
growth and a
prosperous future
through adventure
tourism.
Lead, Follow or Get Out Of The Way!!!!!
32.
33.
34. Opportunities in Tourism Related
Businesses
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
35. Business Experience related to
Damascus, Virginia
Trail Town USA
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
36. What Kind of Business?
• Evaluate Your Assets
• Look at Underserved Markets
• Combine Businesses
• Partner with Other Business and Agencies
• Accept Risk
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
37. Evaluate Your Assets
• The Virginia Creeper Trail
• It’s the Geography!
– 1600 feet descent from the NC State Line to
Damascus
– Through the National Forest along the
mountain streams
– Easiest most beautiful bike ride in the world
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
38. Look at Underserved Markets:
Bike Rental & Shuttle Companies in
Damascus
• The bike shuttle/bike
rental business first
started in 1991. Prior
to this, there were no
bike shuttle/rental
businesses to serve
the tourist population
coming to the
Creeper Trail.
2004 brought a new look to Adventure Damascus
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
39. Creeper Trail Cottages
• Creeper Trail Cottages
were opened in 2000 to
serve as vacation rental
units. Prior to this, only a
small handful of B&B’s
existed for lodging. This
significantly impacted
the establishment of the
“family vacation” market
in Damascus.
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
40. Creeper Trail Hostel
• Creeper Trail Hostel
was opened in 2004
to serve as lodging for
Scout Groups,
Church Groups and
Family Groups who
wanted affordable
lodging one notch
above primitive
camping.
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
41. “ain't nothin’ fancy”
• For $150 per night , this
barn converted to bunk-
house can sleep up to 40
people. It has kitchen
facilities and a great
swimming hole too!
Marketing of this facility
was done via internet
web site only, at a cost of
$100. The Hostel has
been booked every
weekend, March through
mid-November by groups
using the trails in
Damascus. B Marketing - Thomas Horsch - www.PlanBmkting.com
Plan
42. Combine Businesses:
Bike Shuttle & Rental Business
= Retail Store Sales
• Bike rental business
drives the retail
business.
• Canoe Livery
customers need
camping.
Bikers being unloaded at Whitetop Station
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
43. Partnerships, Affiliations,
Cooperation
Form relationships with other businesses
– Guide Service Needs Lodging Service
– Guide Service Needs Help Marketing
– Guide Service Needs Food for Clients
– Scouts Need Activities – Canoe Livery
– Hostels/Campground Needs Scouts
– Scouts Need Campgrounds
– Scouts Tell Other Scouts!
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
44. Another Outfitter in Damascus?
• SunDog Outfitter was
opened in 2003 to
serve the outdoor
gear buying crowd. In
combination with Mt
Rogers Outfitters,
Damascus has
become a destination
for those shopping for
outdoor gear.
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
45. RISK!!!
“It's not because things are difficult that
we dare not venture. It's because we
dare not venture that they are difficult.”
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
46. The Damascus Old Mill Inn &
Conference Center
• In 2002 an old historic
mill was restored and
converted into a
lodging, dining and
conference facility.
The Old Mill allowed
Damascus to attract
meetings and special
entertainment venues
that we were unable
to accommodate
before.
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
47. Business Has Risks!
• In 2008 The Old Mill
restaurant was
closed and room
occupancy at the
Inn was reduced to
zero.
• It’s been empty ever
since
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
48. Recommended Reading
• “The E-Myth Revisited” – Michael Gerber
– Three parts to a business person
• Entrepreneur
• Technician
• Manager
– Balance all three within your organization
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
49. Enjoy the Ride!
Plan B Marketing - Thomas Horsch - www.PlanBmkting.com
www.PlanBmkting.com
61. Small Business in
Virginia
Small Businesses constitute
97% of all Virginia businesses.
Small Businesses create over
75% of all new jobs.
Small Businesses account for
half of the Commonwealth of
Virginia’s contribution to the
U.S. Gross Domestic Product -
a whopping $160 billion.
Virginia is for Business Lovers
62. Virginia is for Business Lovers
• Virginia ranked #1 state for business by
Forbes.com last four years.
• Ranked #1 most business friendly state by
Pollina Corporate Real Estate, Inc. last two years.
• Named #1 best states for business by CNBC.
• Virginia among top 10 list of states friendly to
small business.
66. Who is the SBDC
• Small Business Development Center
• Professional Business Counseling -
Already Paid For
• Experienced Business Counselors
• Low Cost Business Seminars
• Worked with 4,000 business in the NRV
• Assisted clients with obtaining $100mil.
Where business comes to talk business.
67. SBDC’s Goals
• Assist clients to create and retain jobs
• Increase client’s revenue and
profitability
• Increase capital investments in client
business
• Increase business success rate and
• Continue as a recognized contributor to
Virginia’s economic development
Where business comes to talk business.
68. How the SBDC can Benefit you
Through one-on-one Counselling, the SBDC can
help you with…
• Management Skills
• Business Information
• Business Planning
• Productivity Improvement
• Workshops
• Networking Assistance
• Loan application
• Source of business financing
• Financial Analysis
• Marketing
• Permits, Licenses and taxes
Where business comes to talk business.
69. Business Planning & Strategy
• 6 FORMS OF BUSINESS
• Entity pros/cons
• Taxes & Liabilities & Termination
• Consider talking to an
accountant/attorney before you
decide.
• Team of advisors
Where business comes to talk business.
70. Why do I need a Business Plan
• To seek financing from a bank, private
investor, venture capitalists or angels
• To provide you with a management tool
• Forces you to take an objective view of
your ideas
• Serves as the road map to your
objective
Where business comes to talk business.
71. What goes into a Business Plan
• Cover Letter
• Statement of Purpose, Executive Summary or Request for
Financing
• Table of Contents (optional)
• History of the Company
• Business Summary
• Definition of Products and/or Services
• Industry and Competitor Analysis
• Market Analysis
• Marketing and Sales Strategies
• Organization and Management
• Operational Plan
• Financial Statements and Pro Forma Projections
• Capitalization/Equity/Debt Structures
Where business comes to talk business.
72. Business Licence & Registration (7-Steps)
• One - Determine entity
• Two - State Corporation Commission
• Three - IRS Forms - EIN
• Four - Unemployment taxes – Va Employment
Commission
• Five - Registration – Va Dept. of taxation
• Six - Local license/tax with local commissioner
of the Revenue/Town Administrator
• Seven - Other State Agencies for Licenses/Permits
for professionals
Where business comes to talk business.
73. VSBDC Offices
Radford University
Radford Office
www.bac.asp.radford.edu Tel: 540-831-6056
Wythe-Bland Office Tel: 434-489-3441
Mountain Empire Community College
www.me.vccs.edu/dept/sbdc/ Tel: 276-523-6529
Southwest Virginia Community College
www.sw.vccs.edu/ Tel: 276- 964-7345
Virginia Highlands Community College
www.vh.vccs.edu/cbi/ Tel: 276-676-5615
Crossroads Center - Galax
Tel: 276-236-0435
76. Marketing Mini
• Name of Your Business
• Brand
• Logo and color, images
• Simple, easy to understand, easy to remember
• What is your message
• What is the most important thing you are going to say
to your customers
• What media? Print, e-mail, direct mail, social media
77. Research
• Target Audience: Research through
• VTC - Visitor Profile
• Talk with other Outfitters in the region
• Facebook ad targeted
• Magazine Research
• Civic Groups and Chamber of Commerce
• Attractions near you
• Sporting Good Stores: Lead Generation
78. DEMOGRAPHICS
Primary Spring/Summer
• Families, Groups of 3+
A30‐54, HHI,$75K+, married w/children in HH,
educated
Primary Fall
• Men, Adult Groups
• A45‐64 , HHI , 100K+, married w/children in HH,
educated
79. Reaching Outdoor Enthusiasts
Blue Ridge Outdoors
Contact: Charles Leonard 434.817.2755 x25
charles@blueridgeoutdoors.com
Details: Definitive guide to outdoor sports, health
and travel in the Southeast
Circulation: 115,000
Distribution: 99% newspaper boxes and in
specialty outdoor stores. 40%
Virginia, 10% DC, 5% Baltimore, 10% Charlotte, 5%
South Carolina, 10% Atlanta
Demographics: Adults 25‐54, HHI $77K, 70%
married, 47% with children, 57%
80. Describe Your Benefits
What services do you offer ?
What is the customer going to gain?
What is your list of services?
What is it going to cost?
Do you take Credit Cards?
Take reservations over the web site.
81. Example Branding
Letter head, business cards, web site, ads , invoices,
fliers brochures
Anything people will see or use.
Labels on any of your products
E mail Signature
Facebook look
Photos with your logo
82. What Are Your Resources
• TV and Newspaper are not cost effective unless you use
a co-op partnership to promote a big event.
• Web Site is essential for business.
• E Newsletter. Opt in option builds your database
• E-mail: buy database and use Constant
• Contact, Mail Chimp $30.00 per month
• to reach 25,000 customers
• Social Media: 400,000 million on
• Facebook and can target.
• Magazines
• Local and Regional Tradeshows
83. What Are Your Resources
Package it together with a B&B, Winery, restaurant.
YouTube: Film example of a group that you supplied
and guided 2-3 minute video.
2nd largest search engine on the net. Cross promote it
on Facebook and Web Site. Put up your own You Tube
Channel.
84. Join Associations with
Web Sites
http://www.outdoorguide.net/vacanoe.html
http://www.icanoethenew.com/
http://fishvirginiafirst.com/
http://vaflyfishmtguide.com/
http://www.virginia-outdoors.com/hunting-guides.html
http://www.huntingtripsrus.com/whitetail-deer-
hunting/virginia.html
http://www.1fghp.com/va.html
85. How Do You Measure
Fans on Facebook give testimony or measure clicks
through your ad.
YouTube Video: number of hits
Web Site: number of hits
Blast Constant Contact, Mail Chimp $30.00 per month
for 25,000
Number of leads from Magazine
Web Site newsletter blast
86. Make Your Calendar
Keep Marketing year round but Rev Up before your
season.
Offer Holiday Gift Certificates
Plan some special events for return customers
Be prepared for big weekends.
87. Marketing Calendar
September: Add photos and videos of successful trips
from the season to my web site. Sign up for Outdoor
Convention at Meadowview or Higher Ed Center.
October: Add Christmas Gifts Certificates to Web Site
and send out E-newsletters to past customers.
November – Place ad in Blue Ridge Outdoors for
March issue. Invite Travel Writers on a free trip.
December : Update my web site information in trade
association Web Sites.
January: Attend Outdoor Convention to promote to
consumers
88. Book your business…have fun
Kitty Barker
Tourism Development Specialist
Virginia Tourism Corporation
kbarker@virginia.org
www.virginia.org
100. • Creation of new job opportunities in the Ninth
Congressional District
• Promotion of our region’s tourism economy
• Small business owners and non-profit entities are eligible
to apply
• To date, more than ten projects have received financial
assistance as a result of this funding
101. NDDF
Ninth District Development Financing, Inc.
• Loans for start up or expanding a tourism
related business.
• Business must be located within the 9th
congressional district of Virginia.
• Interest rate = Prime Rate
102. NDDF
Ninth District Development Financing, Inc.
•Loans for start up
or expanding a
tourism related
business
•Over $4.1 million
dollars disbursed
since inception
Visit our website:
www.nddf.org
103. Loan Eligibility
• Any Profit or Non-Profit entity that enhances tourism,
creates jobs and expand economic development in the
Ninth Congressional District are eligible for this loan
fund.
• The following restrictions apply:
• A. 10-year term on real property (land and buildings)
• B. 5-year term on equipment and machinery
• C. No refinancing of existing loans
• D. Loans must be collateralized
104. Vincent’s Vineyard- Lebanon, VA
Barter Theatre
Floyd Village Square- Floyd, VA
Jessie Lea RV Park – Big Stone Gap, VA
105. Training and Technical Assistance
• Business Basics Workshop
• Core Four Business Planning
Course
• Customer Service Workshop
• Social Media Workshop
108. Other Business
Resources
Sandy Ratliff, Business Services Manager
Virginia Department of Business Assistance
276-676-3768
sandy.ratliff@vdba.virginia.gov
www.vdba.virginia.gov
www.vastartup.org
109. The Virginia Department
of Business Assistance
VDBA supports economic development in the
Commonwealth by working with new and
existing businesses to provide business and
economic development communities with:
• workforce incentives
• financing
• business information and counseling
• state procurement assistance
• educational opportunities
www.vdba.virginia.gov
111. Business Information Services
To help businesses get started and to grow.
Formation Assistance
Virginia Business Information Center (VBIC) 1-866-248-8814
Bridges the 26 state agencies, over 110 regulatory programs
and over 300 forms that may touch a Virginia business
Virginia Central Business Portal
(www.business.virginia.gov)
Covers registration, taxation, licensing
Interactive business plan available online at
www.vdba.virginia.gov or www.vastartup.org
5 Step process to a business plan
112. Virginia’s Business One Stop
Are you starting a business?
Virginia’s Business One Stop system can help
Winner of the you determine your business formation requirements and can
2009 pre-fill your business registration forms.
Governor's
Technology
Visit http://www.virginia.gov/bos/index.html to
Awards
access the Business One Stop System.
Create a Business One Stop account.
Answer a few brief questions about your business.
Receive a list of action items and pre-filled business
registration forms.
Questions? Contact the Virginia Business
Information Center
1-866-248-8814 (804) 371-0438
vbic@vdba.virginia.gov
114. Growing Your $ales - State
Governor’s Executive
Order 33
$5 billion market
Access to buyers from 171 state
agencies
Additional $5 billion from local
governments
575 localities using eVA system.
Small Business Goal – 40%
Over 44,994 registered suppliers
Over 13,065 participating
buyers
Ask VBIC = 866-
248-8814
116. One–on-One Counseling Sessions
Need Based:
– Accessing New Markets/Sales Growth
– Tailored Sales Development Solutions
– Financing Resources
– Social Media for Your Business
To schedule an appointment, contact:
Sandy Ratliff, Business Services Manager
276-676-3768
Email: sandy.ratliff@vdba.virginia.gov
117. Entrepreneur Workshops
• Launched October 2006
• Partnership with Service
Providers and localities
• Provide information on
available resources to start
and grow a business
• Statewide Program
• Free – ½ Day Session
• Over 8,000 reached
• www.vastartup.org
118. Growing Your $ales Workshops
Business Sales Growth Program
Market Research and Expansion
Financing
Growth Management
Partnered events for SWAM certification and
eVA registration
Networking with businesses and government
buyers
120. Virginia Jobs
Investment Program
• Workforce recruiting and training
– Create minimum 25 net new jobs within 12 months and
capital investment of at least $1,000,000
– Minimum entry-level wage of $10.00/hr required. Only full-
time jobs are eligible.
• Small business workforce recruiting and training
– 250 employees or less, hiring at least 5 new full time
employees within 12 months of operation and capital
investment of at least $100,000
– Minimum entry-level wage of $10.00/hr required. Only full-
time jobs are eligible.
• Retraining
– Small businesses that are retooling and installing new
technologies
– Company must retrain minimum 10 full-time employees.
121. Financing Programs
• Direct Lending: In partnership with banks and other
lenders, we provide direct loans in economic
development transactions. We also provide direct
loans under specific programs designed to promote
environmental stewardship and assist licensed
daycare centers and family home providers.
• Indirect Lending: We provide loan guarantees or
other types of credit enhancements to commercial
banks in order to increase access to capital for
businesses.
• Conduit Financing: We are the statewide conduit
issuer of tax-exempt industrial development bonds
for manufacturers and 501c3 organizations.
122. OTHER AVAILABLE RESOURCES
• Virginia Department of Labor – Apprenticeship Program
– Combination of on-the-job training and classroom instruction.
– Advantage of skilled workforce and reduced turnover.
– http://www.doli.virginia.gov
• Virginia Department of Agriculture & Consumer Affairs
– Virginia’s Finest Trademark = Marketing program that promotes foods and
foods products grown in Virginia.
– Facilitates expansion of agricultural businesses.
http://www.vdacs.virginia.gov
123. OTHER AVAILABLE RESOURCES
Turn to SCORE Counselors for Small
Business Advice
Visit the SCORE Small Business Web Site:
www.score.org
How-to Advice & Info
Ask SCORE for business advice online
Find SCORE to locate any chapter in the country
2,000 pages of content for small business owners
How-to articles offer practical business tips
124. OTHER AVAILABLE RESOURCES
Virginia Business Incubator
– 7 Available in Southwest Virginia
– 28 Within Commonwealth
– Business Incubator Benefits
• Facility designed to assist businesses to become
established and sustainable
• Benefits
– Shared premises and business services
– Business advice and mentoring assistance
– More details - http://www.vbia.org/
126. Starting and Growing a Business
• Business Formation Assistance
– Small Business Development Center Network = www.virginiasbdc.org
– SCORE = www.score.org
– Virginia Business Information Center = 866-248-8814
– Virginia Central Business Portal = www.business.virginia.gov
– Virginia Business Incubator Association = http://www.vbia.org/
127. Marketing Resources
• SCORE = www.score.org
• Virginia Tourism Corporation = www.vatc.org
• Virginia Department of Agriculture – Virginia’s Finest
Trademark = www.vdacs.virginia.gov
128. Financing Resources
• Virginia Small Business Financing Authority =
www.vdba.virginia.gov
• People Inc. Financial Services = www.whatcanpeopledo.org
• Small Business Development Center =
www.virginiasbdc.org
• Small Business Administration = www.sba.gov
• Local Economic Development Office or Chamber of
Commerce
129. “If you always do what you’ve
always done, You will always
get what you’ve always got!”
130.
131. Lets Connect:
Sandy Ratliff
The Virginia Department of Business Assistance
276-676-3768
sandy.ratliff@vdba.virginia.gov
Online:
Twitter: http://twitter.com/sandyratliff
Facebook: http://www.facebook.com/sandy.ratliff
LinkedIn - http://www.linkedin.com/in/sandyratliff
YouTube - http://www.youtube.com/user/vastartup
133. CONTACTS
• Sandy Ratliff, Virginia Department of Business
Assistance = 276-676-3768 or VBIC = 866-248-
8814
• Randy Rose, Virginia Tourism Corporation = 276-
322-2044
• Kitty Barker, Virginia Tourism Corporation = 276-
466-8772
• Mike Forrest, Wythe-Bland SBDC = 434-489-3441
• Becky Nave, People, Inc. = 276-619-2243
• Scott Peak, Wachovia Bank = 276-645-1230