Visit Virginia's Blue Ridge

What Visit Virginia's Blue Ridge does

Visit Virginia's Blue Ridge is the official destination marketing organization (DMO) for the Roanoke Region in Virginia's Blue Ridge Mountains, covering the cities of Roanoke and Salem and the counties of Roanoke, Botetourt, Franklin, and Craig, along with Smith Mountain Lake and Blue Ridge Parkway assets. The organization promotes the region to leisure travelers, meeting and convention planners, sports event organizers, group tour operators, and wedding parties through a centralized marketing platform anchored at visitroanokeva.com and supported by visitor centers, e-newsletters, social media, a podcast, trade show presence, and earned media. Named event and venue assets referenced include the Berglund Center, Salem Civic Center, Hotel Roanoke & Conference Center, the Virginia Museum of Transportation, the Beaver Dam Farm Sunflower Festival (20,000+ annual visitors), and the USA Cycling Endurance Mountain Bike National Championships, alongside a network of regional universities and over 1,000 miles of outdoor trails.

The organization's core technology is the Simpleview-powered website and CRM platform, which hosts interactive trip planning tools, event calendars, sample itineraries, and partner directories, and supports two signature consumer programs: the VBR Savings Pass digital discount pass and the VBR Cheers Trail craft beverage passport. Supporting products include a monthly e-newsletter, a printed and digital Visitor's Guide, a podcast, and the LOVEworks public art program. The DMO operates meeting and convention services (RFP submission, venue sourcing, destination services), group tour planning services (step-on guides, motorcoach directions, hub-and-spoke itineraries), wedding planning resources, and dedicated sports tourism sales. Partnerships extend across six municipal economic development offices, regional universities (Virginia Tech, Hollins, Roanoke College, Ferrum, Virginia Western), and the Virginia is for Lovers state tourism brand.

The business model is structured as a non-profit or quasi-governmental DMO, deriving revenue from municipal appropriations, membership dues, partnership contributions, and tourism-related promotional activities rather than direct consumer fees. Pricing signals visible in the data are third-party rather than DMO-set (e.g., VBR Restaurant Week menus at $10–$50 price points, Beaver Dam Farm tickets at $10–$16, Virginia Museum of Transportation admission at $6–$10). Distribution combines self-serve digital channels (global website, Savings Pass, Cheers Trail) with inside-sales enterprise engagement for meeting planners and channel/reseller partnerships with tour operators and SMB partner merchants. The DMO targets domestic US tourism, primarily within drive-market reach of the Southeast, and does not actively pursue international visitors.

Name

Visit Virginia's Blue Ridge

Legal name

Visit Virginia's Blue Ridge

Website

https://visitroanokeva.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Visit Virginia's Blue Ridge is the official destination marketing organization for the Roanoke Region, promoting tourism to leisure travelers, meeting planners, sports organizers, group tours, and wedding parties through a Simpleview-powered website, savings and beverage-trail programs, and a network of municipal and university partners.

Ownership category

akta.pro rank

Product category

Destination Marketing Services

NAICS

Arts, Entertainment, and Recreation (71)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Tours, Activities & Experiences Booking Marketplaces (THALAFAF)

akta.pro secondary industries

Mountain Biking & Cycling Adventure Centers (Trail Parks, Guiding) (THAAAKAH), Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF), Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

Keywords

• Destination marketing services
• Tourism promotion
• Convention meeting planning
• Leisure travel planning
• Regional DMO services

Headquarters

HQ city

Roanoke

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Marketing or Sales, Personnel, Operations, Technology or R&D, Others

Revenue model

1. Tourism Promotion and Marketing Services: As the region's official destination marketing organization, Visit Virginia's Blue Ridge generates value by promoting local businesses, attractions, hotels, restaurants, and event venues to visitors, driving overnight stays and tourism spending that benefits the regional economy.
2. Meeting and Event Planning Services: Services for meeting planners including RFP submission, venue recommendations, destination services, team-building activities, transportation coordination, and welcome bags for conventions and corporate events.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels11 records

Core offering

Visit Virginia's Blue Ridge is a destination marketing organization that promotes the Roanoke Region and Blue Ridge Mountains area of Virginia to leisure travelers, meeting planners, sports event organizers, wedding parties, and group tour operators. It sells destination-promotion services, curated discount and loyalty passes (VBR Savings Pass, VBR Cheers Trail), and specialized event/convention planning support to drive visitor spending to the region.

Product overview

Visit Virginia's Blue Ridge is a destination marketing organization operating a comprehensive travel and tourism platform. The primary offering is the Visit Virginia's Blue Ridge Website (visitroanokeva.com), which serves as the central hub for travel planning with integrated services including the VBR Savings Pass discount program and VBR Cheers Trail craft beverage passport. The organization provides specialized services for meetings and conventions, group tours, wedding planning, and sports tourism events. Supporting offerings include the Virginia's Blue Ridge Podcast, VBR Restaurant Week annual event, E-Newsletter subscriptions, free Visitor's Guide publications, and the LOVEworks Art photo attraction program. The organization's region features partnered attractions including Virginia Western Community College, the Virginia Museum of Transportation, and Roanoke Mountain Adventures.

Differentiator

Problem solved

Functional benefit

Products and services

• VBR Savings Pass
• VBR Cheers Trail
• Meetings and Conventions Services
• Sports Events Services
• Weddings Services
• Group Tours Services

Quantifiable outcome

• 20,000+ annual visitors to signature events like the Beaver Dam Farm Sunflower Festival
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Virginia is for LoverscoreGTM or Marketing PartnerOfficial state tourism brand partnership. Visit Virginia's Blue Ridge operates under the internationally recognized 'Virginia is for Lovers' brand, utilizing the iconic LOVE logo and brand identity in regional marketing materials, LOVEworks public art installations, and destination promotion.
• Simpleview Inc.coreTechnology or IntegrationWebsite platform and technology provider powering visitroanokeva.com. Simpleview provides the CMS, CRM, event calendar, listing management, and digital marketing tools used by the DMO for destination marketing operations.
• RIDE SolutionsminorStrategic or Co-development PartnerRegional bicycle advocacy organization that created the LOVEworks by Bike self-guided cycling route, a 14.1-mile ride including 5 LOVEworks locations, connecting visitors to local businesses while promoting cycling tourism in Virginia's Blue Ridge.
• City of Roanoke Economic DevelopmentcoreStrategic or Co-development PartnerPartnership on VBR Restaurant Week and regional economic development initiatives, promoting local restaurants and supporting small business growth in the Roanoke Region.
• Roanoke County Economic DevelopmentcoreStrategic or Co-development PartnerCollaboration on VBR Restaurant Week and county-wide tourism promotion, supporting local restaurants and attracting visitors to Roanoke County.
• City of Salem Economic DevelopmentcoreStrategic or Co-development PartnerPartnership on VBR Restaurant Week with the City of Salem, promoting Salem's restaurants and events to visitors across the Virginia's Blue Ridge region.
• Franklin County Economic DevelopmentcoreStrategic or Co-development PartnerCollaboration on VBR Restaurant Week and tourism promotion for Franklin County and Smith Mountain Lake area.
• Town of VintonminorStrategic or Co-development PartnerMunicipal partnership for VBR Restaurant Week participation, promoting local dining options in the Town of Vinton.
• Shop BotetourtminorStrategic or Co-development PartnerPartnership with Botetourt County's economic development initiative for VBR Restaurant Week, promoting restaurants in Botetourt County.
• Roanoke Mountain AdventuresminorStrategic or Co-development PartnerRegional outdoor outfitter providing rentals, guided trips, and equipment services featured prominently on the VBR website and highlighted as a partner for Floatilla events and outdoor adventures.
• Virginia TechcoreStrategic or Co-development PartnerMajor research university partnership promoting Moss Arts Center performances, Virginia Tech football games, Center for the Arts events, and the region's academic and cultural assets to visitors.
• Hollins UniversityminorStrategic or Co-development PartnerRegional university partnership promoting cultural events, performances, and educational tourism opportunities at Hollins University.
• Ferrum CollegeminorStrategic or Co-development PartnerPartnership promoting Ferrum College and the Blue Ridge Institute & Museum as cultural and heritage tourism destinations.
• Roanoke CollegeminorStrategic or Co-development PartnerRegional college partnership supporting tourism promotion and regional awareness.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Visit Charlottesville: DMO for the Charlottesville, VA region, with a similar mix of outdoor, wine/craft beverage, and historic/arts attractions — competing for Virginia-based leisure and group travel share.
• Visit West Virginia: State-level DMO positioning West Virginia as an outdoor adventure destination — directly comparable mountain/outdoor recreational marketing mandate and audience.
• Discover Lehigh Valley: Mid-size regional DMO promoting the Lehigh Valley in Pennsylvania — comparable scale, multi-segment marketing (leisure, meetings, group tours), and partnership-driven funding model.
• Visit Shenandoah Valley: Regional DMO promoting Virginia's Shenandoah Valley — overlaps directly with VBR's outdoor and scenic-drive visitor base within the same state tourism ecosystem.
• Explore Asheville: Convention & Visitors Bureau for Asheville, NC — a mountain/outdoor DMO with a comparable focus on trails, craft beverages, and arts-driven leisure marketing, competing for overlapping drive-market visitors in the Appalachian region.
• Visit Knoxville: DMO for Knoxville and the Smoky Mountains region — comparable mid-size destination organization with a strong outdoor recreation and Great Smoky Mountains/National Park adjacency.
• Visit Greensboro: DMO for Greensboro, NC — comparable mid-market regional DMO with similar meetings, sports, and leisure marketing structure in the Carolinas/Virginia drive market.

Broad incumbents

• Brand USA: The national destination marketing organization for the United States — a higher-tier incumbent whose international marketing initiatives drive awareness that regional DMOs like VBR convert into visitation.
• Visit Virginia: The official state-level DMO for Virginia, operating the 'Virginia is for Lovers' brand that VBR is affiliated with — a parent-tier incumbent that VBR effectively executes within.

Others

• Destinations International: Industry trade association for destination marketing organizations — not a direct competitor but the primary industry body that VBR aligns with for best practices, research, and advocacy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/visitvbr
• Instagraminstagram.com/visitvbr
• Xx.com/visitvbr
• LinkedInlinkedin.com/company/roanoke-valley-convention-and-visitors-bureau

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Visit Virginia's Blue Ridge