No, it's not about 611... but very interesting statistics. I think 2013 will shape up to be a very good year, with some things in the long range master plan starting to come together....

"The Virginia Museum of Transportation announces a
32.6 percent increase in attendance in 2012

Visitors from around the world come to the VMT to see the famous locomotives
– the N&W Class J 611 and the N&W Class A 1218 –
and other exhibits housed at the VMT

Attendance by Roanoke Valley visitors increased by almost 10,000 in 2012

30 percent of VMT’s visitors come from over 100 miles away and
contribute approximately $2.2 million in direct tourism spending and
significant tax revenues for local governments

ROANOKE, VA – The Virginia Museum of Transportation, the official transportation museum of the Commonwealth of Virginia, announced today that attendance for 2012 increased by 32.6 percent. The VMT welcomed visitors not only from the Roanoke and New River Valleys, but also from every state, the District of Columbia and Puerto Rico and 49 other countries.

The Virginia Museum of Transportation houses the famous Norfolk & Western Class J 611 and the Norfolk & Western Class A 1218 locomotives as well as other forms of transportation.

“Our collections, especially the Class J 611 and the Class A 1218 locomotives, are known throughout the world,” said Beverly T. Fitzpatrick, Jr., executive director of the VMT. “They come to Roanoke to see the powerful locomotives, rolling rail stock and other exhibits up close. Our locomotive exhibits cannot be seen anywhere else in the world.”

In the past, the transportation industry has been the major driver of Roanoke’s economic success. Today, the iconic collections at the Museum are contributing to modern-day economic success for the city and the region.

In 2012, attendance by citizens living within the Roanoke Metropolitan Statistical Area grew by almost 10,000 visitors. Because of the Museum’s location, many of the Museum’s local visitors also shopped in downtown stores, visited the farmers’ market and enjoyed a meal in local restaurants.

But the biggest economic impact comes from the out-of-area visitors. In 2012, over 30 percent of the Museum’s visitors come from over 100 miles away. According to information provided by the Roanoke Valley Convention and Visitors Bureau, the Museum’s out-of-area visitors generate over $2.2 million in direct tourism spending. This represents significant tax revenue for local Roanoke Valley governments.

“With our continued growth, this Museum has the potential to bring in more outside tax revenue to local governments than any other Museum in Western Virginia,” Fitzpatrick says.

Tourism officials also believe that the VMT is one of Roanoke’s top draws for tourists. “The Virginia Museum of Transportation offers a sense of place to the Roanoke Valley,” said Landon Howard, president of the Roanoke Valley Convention and Visitors Bureau. “Roanoke is here because of the Norfolk & Western railroad, and the VMT houses iconic locomotives and exhibits that people can’t see anywhere else in the world.”

A comprehensive strategic plan, a new Wings Over Virginia Aviation Gallery, education outreach and community support also fueled attendance

Fitzpatrick credits the increase in attendance to a number of important factors:

Strategic Plan: In 2010, the Museum implemented a strategic plan that outlined important milestones and goals for the Museum. “We asked the community what they wanted from the Virginia Museum of Transportation,” Fitzpatrick says. “The feedback guides us as we become the Museum we need to be.”

Wings Over Virginia Aviation Gallery: The Museum opened the Wings Over Virginia Aviation Gallery in November 2012. The Museum’s old aviation gallery was closed in 2006 after a sudden storm ripped the roof off the gallery and damaged the aviation collection. Using the feedback provided by the strategic plan, The Wings Over Virginia Aviation Gallery includes oral histories and hands-on exhibits that explain the science and technology of flight.

Community Support: The Museum was a recipient of the Taubman Foundation Sustainability Grant of $100,000 in 2011 and 2012. The grant allows the Museum to plan special events throughout the year and market the Museum’s collection through advertising and public relations. Other community partners, such as Advance Auto Parts and Star City Motor Madness, have contributed to exhibits and capital campaigns. “Their help has allowed the VMT to not only remain financially stable, but thrive, during tough economic times,” Fitzpatrick says.

Educational Outreach: The VMT widened its educational outreach in 2012 with school groups across Virginia learning from the Museum’s collection. The VMT’s collection of automobiles, busses, trucks, trains and aviation exhibits can help educators reinforce STEM (science, technology, engineering and math) lessons. The Museum can also be used to reinforce social studies, history and language arts.

“Public, private and home school groups are seeing us an important educational resource,” Fitzpatrick says.

The Museum also introduced Preschool Pufferbellies, a preschool program, and Wings and Wheels, a series of summer day camps that get kids learning and moving.

Special Events: The Taubman Foundation Sustainability Grant has allowed the Museum to plan a full schedule of special events such as Grandparents’ Day, Train Lovers’ Weekend, NASCAR-themed events and the Candy Cane Express, the popular holiday event. On special event days, the Museum is able to reduce the admission price so families can enjoy an affordable outing. “These events are becoming more and more popular,” Fitzpatrick says. “We find that once families experience the Museum, they become Members and come back throughout the year. This helps us build loyalty while families build special memories.”

Partnerships: The Museum has also reached out to other non-profits to partner when and where it makes sense. For example, partnerships with the Roanoke Chapter of the National Railway Historical Society (Roanoke NRHS) and the LINK Museum have also helped fuel attendance. The Roanoke NRHS offers train rides during select special events throughout the year. The VMT and the LINK Museum offer a joint ticket that allows visitors to experience two unique museums for one low admission price. The Museum also partners with local libraries to offer passes for summer reading programs.

“These partnerships have been a win-win for all the organizations involved,” Fitzpatrick says. “We believe that non-profit and cultural institutions should work together for the benefit of the community.”

Eventually, Fitzpatrick says, the Virginia Museum of Transportation would like to become the premier transportation Museum in the southeastern United States, drawing even more tourists to Roanoke, as well as becoming a source of pride for Roanoke and Western Virginia. “We have a long way to go and we’re not where we want to be,” he says. “But by working our strategic plan step-by-step, listening to the community and becoming a destination for families far and wide, we’ll get there.”

About the Virginia Museum of Transportation

Home to two of the most powerful steam locomotives in existence today—the N&W Class A 1218 and the N&W Class J 611—the Virginia Museum of Transportation regularly attracts visitors of all ages from across the U.S. and around the world. Through exhibits, artifacts, and an outstanding collection of rail equipment, cars, trucks, airplanes, and more, the Museum tells the rich story of Virginia’s transportation history.

The Virginia Museum of Transportation is the Official Transportation Museum of the Commonwealth of Virginia, but receives no state funding. The Museum celebrates 50 years of showcasing Virginia’s unique rail heritage and contributions to the auto and aviation industries. The Museum is located in the historic Norfolk & Western Freight Station at 303 Norfolk Avenue SW, Roanoke, VA 24016. Open Monday-Saturday 10-5 and Sunday 1-5. 540/342.5670. http://www.vmt.org.

Gary,

Great coverage, is the press release online anywhere?

KL

Thanks for sharing.

this might be in part to some of the states declaring some railroad awareness legislation and promotion information of history, and lines like the NS steaming back with is steam program. Although 1218 and 611 not involved this time its still rattling off public awareness.

Kelly, Haven't seen it online yet, it was snt out by email yesterday...

If they are so closely tied to the N&W, it makes me wonder why they havent tried to pull the last Y6B from St. Louis lol

I would have to wonder if the increase in attendance could be directly linked to the new NS steam program. A new revived interest, news media coverage, and some who remember the old program hoping to see the "J" run again.


Just a thought...

I'd be more than willing to visit, assuming it would get the "A" back together and fired. It would seem as if the NS doesn't want to be in the steam business, but isn't opposed to running locomotives under the wing of other maintainers. Now that's a leap of speculation on my part, but that's an avenue to explore.

Sorry for that. lol I am not all the knowledgeable about eastern locomotives.

Joe, I don't think there was much influence there. The NS trips were primarily marketed to employees, and may have even reduced the "foamer" business (a very small percentage of the market) as they were off chasing or riding NS trips instead of making pilgrimages to Roanoke. What is quantifiable is the attendance at special events and programs. We operated rides 6 days during 4 special events and averaged over 1000 passengers per day. Two other special events which debuted new exhibits and had visiting displays also had attendance in excess of 1000 per day. Visitorship at these events drew customers well outside the Roanoke area. Increased school, chidren's camps, and group business also contributed, as well as the Museum's increasing popularity as an event venue for other organizations. Good marketing assisted, too. All of this has had an effect on regular visitorship. Six or seven years ago, you could go by and only see 3 or 4 cars in the lot. Nowadays you have to park a good distance down the lot, even in the middle of the week in winter.

Congrats on a successful marketing campaign. That makes perfect seance to utilize a museum for events and such. Some many people under estimate the power of a birthday party, they also create repeate business. And then top it with special events with extra offerings is the way to go.