City Council on Tuesday authorized spending $1 million to burnish the resort city’s image and attract visitors following concerns about violence and crowds at the Oceanfront.
Council voted to appropriate money from the fund balance of the city’s tourism advertising program, which supports a resort area that attracts about 14.3 million annual visitors and has an estimated $3.9 billion economic impact.
On Tuesday, City Manager Patrick Duhaney said it will help the city reach key markets as the season begins. The effort would focus outside Hampton Roads and begin immediately.
“It’s a large investment, but it’s a relatively small investment when we’re trying to ensure that we have our season,” Councilmember Joash Schulman said.
The resort area has had a rough couple of months. Shootings along Atlantic Avenue in March and April left multiple people injured. The city has grappled with how to handle crowds that include juveniles and young adults.
Last month, the council adopted a controversial temporary all-age curfew following a shooting. Lawsuits were filed and the curfew ultimately blocked.
The all-ages curfew followed another temporary emergency curfew aimed at juveniles and a decision to move up the start of the citywide curfew for unaccompanied minors by an hour to 10 p.m.
On Tuesday, Deputy City Manager Amanda Jarratt described a “post incident” marketing and communications plan to the council, which unanimously approved the spending. The “surge” would reach markets in places such as Washington D.C., New York and Philadelphia.
“The focus is to counteract any perception that Virginia Beach is an unsafe destination,” she said.
Councilmember Worth Remick, whose district includes part of the resort area, told WHRO the industry is an important part of the economy.
“So we have to protect that, and this is a million dollars to protect that investment and protect our brand and our image here, locally and across the world,” he said.
George Kotarides is the founder and past president of the Atlantic Avenue Association and owner of Dough Boy’s Pizza restaurants at the Oceanfront. He said he appreciates the surge campaign.
“Maybe it takes something like this for folks to act, and I’m very pleased that our council has acted and we’re hoping they continue to act,” he told WHRO.
He said he hopes the city will also focus on bringing more Hampton Roads residents to the beach. About 60 Atlantic Avenue Association members are participating in an Own the Beach campaign Saturday, offering $10 specials.
During Tuesday’s meeting, Mayor Bobby Dyer said the city is addressing public safety concerns, including forming a task force.
The city may also direct an additional $500,000 to the upcoming budget for more lighting and cameras at the Oceanfront. Council is scheduled to vote on the budget on Tuesday.
