The results are in on a comprehensive brand and image study undertaken this fall by the Alexandria Convention & Visitors Association (ACVA). The ACVA invites the public to a presentation of its research findings on Tuesday, December 18 from 8 to 9 a.m. at The Lyceum, 201 S. Washington Street. Please RSVP to 703.838.4200, ext. 203.
The ACVA contracted with Strategic Marketing & Research, Inc. (SMARI) to implement a three-phase research project to assess Alexandria’s image as a travel destination. In the initial phase of the project, SMARI conducted interviews with local stakeholders who included business and government leaders, tourism business managers, and Alexandria residents. In the second phase of research, online interviews were completed by more than 1,400 past and potential visitors. The third phase of the project presented a similar online survey for Alexandria residents and individuals who work in the City. SMARI has tabulated and analyzed the results and will present its findings at Tuesday’s meeting.
The ACVA will use the information derived from the brand and image study in developing future marketing programs to increase leisure and business tourism revenue in Alexandria. The project is especially timely as the City of Alexandria prepares to welcome thousands of new visitors who are arriving from National Harbor, both for business-related events and leisure travel. The ACVA is actively participating as a member of the National Harbor Collaborative Task Force, working in partnership with the City of Alexandria, to design and implement initiatives that will extend a warm welcome, inform, and disperse visitors throughout Old Town Alexandria.
For more information, please contact Laura Overstreet at 703.838.4200 ext. 206.