Date of Meeting: July 17, 2012

BOARD OF SUPERVISORS

ACTION ITEM

SUBJECT: Transportation and Land Use Committee Report:

Journey Through Hallowed Ground Wayfinding and

Economic Tourism

ELECTION DISTRICTS: Blue Ridge/Catoctin/Leesburg

CRITICAL ACTION DATE: At the pleasure of the Board

STAFF CONTACTS: Robyn Bailey, Department of Economic Development

Thomas Flynn, Department of Economic Development

OTHER CONTACT: Cate Magennis Wyatt, Journey Through Hallowed Ground

RECOMMENDATIONS:

Committee: At its June 15, 2012 Transportation and Land Use Committee (TLUC) meeting, the

Committee voted 4-1 (Supervisor Delgaudio opposed) to recommend to the Board of Supervisors

to defer action on this item until staff has developed a revised Countywide wayfinding

destination list, including coordination with the Journey Through Hallowed Ground, and that this

request be discussed along with the entire wayfinding program at that time.

Staff: Staff concurs with TLUC’s recommendation that the Board of Supervisors defer action on

this item until staff has developed a revised Countywide wayfinding destination list, including

coordination with the Journey Through Hallowed Ground, and that this request be discussed

along with the entire wayfinding program at that time. Staff will bring this information to the

Economic Development Committee in September 2012.

BACKGROUND:

Loudoun County Wayfinding Signage Program

At the Board of Supervisors meeting on May 15, 2012, the Board voted (8-1, Delgaudio voted no)

to direct staff to work with key stakeholders, Frazier Associates, and the Virginia Department of

Transportation (VDOT) to develop criteria for sign destinations; work with other entities that are

developing wayfinding programs to ensure coordination of efforts; and update the sign destination

list. The Board also authorized staff to spend up to $20,000 on this effort and to return to the

Economic Development Committee in September 2012 with the updated list of destinations and the

information above.

The purpose of the County’s Wayfinding Sign Program is to provide a cohesive network of

directional signs to welcome and guide visitors, employees, and citizens to key cultural,

# 7a

Item #7a: TLUC Report: Journey Through Hallowed Ground Wayfinding and Economic Tourism

Board of Supervisors Business Meeting

July 17, 2012

Page 2

recreational, civic and commercial destinations within the County. The program incorporates

three sign types: gateway, village replacements, and destination/trailblazers (Attachment 1).

The gateway signs will be placed at major entrances to Loudoun County to welcome travelers to

the County. Examples of the Loudoun gateway locations include Route 7, Route 9, Route 15,

Route 50 and Route 28. The village replacement signs are to welcome visitors to the villages of

Lucketts, Taylorstown and Paeonian Springs and will be placed at the entrances to the villages.

The County’s gateway and village replacement signs are post and panel signs being placed in

VDOT rights-of-way. The gateway and village replacement signs are being installed with

completion estimated for later this month. The destination/trailblazer signs will guide visitors to

key destinations within the county from the major roadways. The 2008, Board approved

Loudoun County wayfinding destinations are shown in Attachment 2. Staff was directed to

review the destinations in coordination with the JTHG, Loudoun’s towns and villages, and

VDOT to ensure coordination of effort. Staff will bring the revised destinations to the Board’s

Economic Development Committee in September 2012.

Journey Through Hallowed Ground Wayfinding

The Loudoun County Board of Supervisors voted February 7, 2006 in support of the JTHG

Partnership State Scenic Byway extension of Route 15; on January 10, 2008 to become a Partner

in the JTHG Partnership and support the National Heritage Area, and again on November 3,

2008 in support of the JTHG National Scenic Byway Designation for the submittal of the

Corridor Management Plan (CMP) to the U.S. Department of Transportation. In accordance

with these approved plans, the CMP now serves as a guiding document for the National Scenic

Byway, including the development of a Wayfinding Program (Attachment 3).

In response to the direction of its local partners, JTHG obtained a $268,000 grant to produce a

Wayfinding Master Plan for the National Scenic Byway. This Master Plan led to the JTHG

Partnership’s $1.6 million federal grant to implement the wayfinding portion of the CMP to

promote economic development in the region, specifically along the 180-mile JTHG National

Scenic Byway.

The Loudoun County portion of the implementation funding, $45,242, would leverage $180,970

for a total of $266,212 to be allocated toward the Loudoun County portion of the JTHG

Wayfinding (Attachment 4). This total funding of $266,212 would be spent on the JTHG

Gateway and Wayfinding Signage.

JTHG Gateway and Wayfinding Signage The JTHG Master Plan has preliminarily identified 22 gateway and wayfinding signs in Loudoun

County: seven (7) are gateway and 15 are wayfinding signs. The exact locations of these signs

still need to be determined and coordinated with the County’s Wayfinding Program and VDOT.

The JTHG stone-based signs (Attachment 5) would be placed outside the VDOT rights-of-way.

The JTHG destinations and sign locations are continuing to be vetted with partners and JTHG.

Some of the JTHG Loudoun destinations currently identified include: Middleburg, Aldie,

Leesburg, Waterford, Oatlands, Morven Park, and Whites Ferry. According to JTHG

representatives, this is a preliminary listing and is subject to change.

Item #7a: TLUC Report: Journey Through Hallowed Ground Wayfinding and Economic Tourism

Board of Supervisors Business Meeting

July 17, 2012

Page 3

The Loudoun County approved Wayfinding destinations include all of the identified JTHG

destinations. A revised County Wayfinding destination list will be presented to the Board’s

Economic Development Committee in September 2012 for review.

At this time the JTHG has received a firm commitment from Albemarle County for a $35,000

match. The JTHG is in discussions with Prince William, Frederick, and Adams (PA) counties.

The JTHG has not made a formal request for matching funds to the other Virginia counties. A

timetable has not been set as to when these counties must respond. If matching funds are

approved, JTHG would begin to work with professional engineers and VDOT to finalize sign

locations, secure required easements and permits, and develop a schedule for construction of the

JTHG gateway and wayfinding signs in Loudoun County.

ISSUES:

Funding in the amount of $45,242 is being requested by JTHG in order to fund the Loudoun

portion of the JTHG project.

FISCAL IMPACT:

In December 2008, the County provided the JTHG $156,000 of Restricted Transient Occupancy

Tax (TOT) funds for Preserve America grant matching funding. The funds were leveraged to

create and launch a Certified Tourism Ambassador training and certification program. The

program provides training classes to promote the JTHG partner assets. The classes promoted

Loudoun’s historic, cultural and culinary resources.

Journey Through Hallowed Ground Funding Request: JTHG is requesting $45,242 to

leverage a 20 percent match of federal grant funds of $180,970. Approval of this funding request

would result in a total of $266,212 to be allocated to the Loudoun County portion of the JTHG

Wayfinding.

Restricted TOT Fund Balance could be used for this purpose if the Board chooses. As

referenced in the June 11, 2012 Finance, Government Services and Operations Committee

(Attachment 6), it is estimated that approximately $1,891,085 is available for restricted uses from

the Restricted TOT Fund with no impact on local tax funding.

DRAFT MOTIONS:

1. I move that the Board of Supervisors defer action on this item until staff has developed a

revised Countywide wayfinding destination list, including coordination with the Journey

Through Hallowed Ground, and that this request be discussed along with the entire

wayfinding program at that time.

OR

Item #7a: TLUC Report: Journey Through Hallowed Ground Wayfinding and Economic Tourism

Board of Supervisors Business Meeting

July 17, 2012

Page 4

2. I move that the Board of Supervisors use Restricted Transient Occupancy Tax (TOT)

Fund Balance to fund $45,242 to leverage a 20 percent match of federal grant funds of

$180,970 for the Loudoun County portion of the Journey Through Hallowed Ground

National Scenic Byway Wayfinding Implementation Grant.

OR

3. I move an alternate motion.

ATTACHMENTS:

1. Loudoun County Wayfinding Sign Design

2. Loudoun County Wayfinding Destinations

3. JTHG Wayfinding Executive Summary

4. JTHG Wayfinding Funding Matrix

5. JTHG Signage Examples

6. June 11, 2012 FGSO Committee Staff Report

Loudoun County Wayfinding Sign Design BOS Approved April 2007

• Gateway and Village Signs (20 Signs)

• Destination/Trailblazer Signs

ATTACHMENT 1-1

Loudoun County Wayfinding Sign Destinations BOS Approved November 2008

1. Visitor Information

2. Balls Bluff Regional Park

3. Historic Leesburg

4. Historic Middleburg

5. Historic Morven Park

6. Leesburg Corner Premium Outlets

7. Loudoun Museum

8. Oatlands Plantation

9. White’s Ferry

10. Wineries

11. Algonkian Regional Park

12. Claude Moore Park

13. Lanesville Heritage

14. Loudoun Heritage Farm Museum

15. Claude Moore Recreation Center

16. Dulles Town Center

17. Franklin Park

18. Historic Aldie

19. Historic Purcellville

20. Historic Waterford

21. Lansdowne Resort

22. Loudoun County Office in Sterling

23. Morven Park Equine Center

24. Old Ashburn

W&OD Trail Parking

25. Ashburn

26. Route 28

27. Keep Loudoun Beautiful Park

ATTACHMENT 2-1

THE JOURNEY THROUGH HALLOWED GROUND PARTNERSHIP ~ WWW.HALLOWEDGROUND.ORG ~ WATERFORD, VA 20197-0077 TEL: 540.882.4929

WAYFINDING SIGNAGE AND SMART PHONE APP IMPLEMENTATION PROJECT

Executive Summary

Within the swath of land between Gettysburg, PA and Monticello, VA lies the largest concentration of American History

than any other location in the country within a region hailed as a destination for its shear beauty. Holding more than

10,000 sites on the national register of Historic Places, including 9 Presidential homes; 16 National Historic Landmarks;

74 Historic Districts; 13 National Parks; sites from the Revolutionary War, the War of 1812; the largest concentration of

Civil War battlefields including the underground railroad; numerous scenic rivers, trails and untold field sporting

opportunities. More, over 50 historic towns including shop keepers, hoteliers, restaurateurs, farms and sporting outfitters

depend upon visitors to sustain their livelihood.

In fact, tourism is the largest industry within this region accounting for over $3b in annual revenue and supporting 54,000

jobs. Yet, 6 years ago, visitation to every site and town was trending downwards affecting the fiscal bottom-line of our

communities, businesses and the quality of life for all residents.

Given these facts:

The Loudoun County Board of Supervisors, and every one of the other 14 Counties within the Journey Through Hallowed

Ground Partnership considered in public hearing an invitation to support an innovative public-private partnership, the

JTHG Partnership, and voted to support the creation of both The JTHG National Heritage Area and the JTHG National

Scenic Byway.

1. The JTHG Partnership raised over $6m over the past 6 years to bring these programs to fruition

2. In 2008 Congress passed the JTHG National Heritage Are Act

3. In 2009 the Secretary of Transportation designated Rt. 15 the JTHG National Scenic Byway, only the 99th road in

the country to be so designated.

4. The Journey Through Hallowed Ground WAYFINDING SIGNAGE AND SMART PHONE APP

IMPLEMENTATION PROJECT directly promotes and supports the marketing and tourism goals of the

Commonwealth of Virginia Governor’s Commission on Economic Development and Job Creation and the County

of Loudoun’s Through the implementation of a comprehensive signage/wayfinding program along the 180-mile

Journey Through Hallowed Ground National Scenic Byway, Virginia and Loudoun County will realize improved

visitation and average length of stay from each tourist within this 15 county region, where tourism is the largest

industry. This directly results in the creation of jobs, as well as increased state and local tax revenue. This project

is possible due to a $1.6 million U.S. Department of Transportation grant just awarded to the JTHG Partnership.

Accordingly, 80% of the funding for this program has been secured to assist our Partners.

BACKGROUND

To promote economic development within the 15 Counties comprising the four-state JTHG Partnership it is important that

visitors know when they have “arrived” into the Journey Through Hallowed Ground National Heritage Area and National

Scenic Byway. As importantly, when within the region, it is essential that both signage and smart phone apps inform

visitors, indeed entice them, to explore more, linger longer, and leave bragging about their experience. Loudoun County

serves as a critical gateway to the Journey Through Hallowed Ground in multiple ways, including being home to major

transportation corridors connecting the greater DC metropolitan region, an international airport, the north/south and

east/west intersection of the principal transportation corridors, and the JTHG headquarters. Indeed, Loudoun serves as the

center of the Journey Through Hallowed Ground.

In the last several years, the JTHG Partnership has created partnerships with: National Geographic; History Channel;

Warner Brothers; and the Virginia Tourism Council (VTC) among others, to create innovative products to brand and

market the unparalleled historic, recreational and cultural destinations within this National Heritage Area. These

partnerships have created numerous products and campaigns to attract national and international visitors to the Journey,

including: Warner Brothers cross-promotional campaign in which the Director invites every viewer to visit the Journey

ATTACHMENT 3-1

THE JOURNEY THROUGH HALLOWED GROUND PARTNERSHIP ~ WWW.HALLOWEDGROUND.ORG ~ WATERFORD, VA 20197-0077 TEL: 540.882.4929

Through Hallowed Ground in a special feature within every copy of Gettysburg and Gods & Generals sold worldwide.

Another successful initiative, in partnership with the VTC, has been a multi-state TV/Radio/Print campaign promoting the

Journey Through Hallowed Ground’s “400 years of History on One Tank of Gas” campaign. These and many other

programs invite visitors to “Take the Journey!” Yet, once the visitor arrives, there is not a sign to welcome them, to

seamlessly direct them or a Smartphone App to engage them. Hence our efforts to successfully secure $1.6m to create

Gateway and Directional signs as well as Smartphone Apps for tourist and citizens alike. Funding of this project will

result in the Loudoun County, and other participating communities within the JTHG National Heritage Area being

recognized nationally and internationally as “must see” destinations.

HOW DOES THIS PROMOTE TOURISM, BUSINESS AND TAX REVENUE?

The JTHG seeks matching funds to implement this project to ensure the tens of thousands of visitors coming to the JTHG

National Heritage Area during the Sesquicentennial are aware of the historic, cultural, business, and recreational

opportunities within their Journey. They will stay longer, return again and encourage others to visit.

Strengthens Tourism, the largest industry within this 15 Country region, by directing visitors off the interstates

and regional road networks to the Main Street communities within the JTHG and Loudoun County.

Improves the visitor experience with engaging/enticing information in multiple mediums.

Creates a long-term infrastructure that will exist after the Sesquicentennial events for the benefit of every visitor

and citizen.

PROGRAM BUDGET: $1,896,125.00

Funds Raised to Date: $1,516,900.00

Total Funding Match: $ 379,225.00

Loudoun County Match: $ 45,242.50

ATTACHMENT 3-2

Journey Through Hallowed Ground National Scenic Byway Visual and Graphic Identity Implementation

Expense Allocation by % of Project Budget

County Project Total 80% of FHWA 20% Match

Total

# of

signs

% of costs

for column

J

Gateway

Signage

Estimated

Budget

Directional

Signage

Estimated

Budget

Management,

Permitting,

Professional

Services

App

Estimated

Budget Brochure

PennsylvaniaAdams County, PA $205,706.25 $164,565 41,141.25$ 11 9% $140,000.00 $26,400.00 $36,506 $2,100.00 $700.00

Maryland

Frederick, MD $345,788.75 $276,631 69,157.75$ 24 19% $204,000.00 $57,200.00 $77,069 $5,640.00 $1,880.00

VirginiaLoudoun, VA $226,212.50 $180,970 45,242.50$ 22 18% $82,000.00 $66,000.00 $73,013 $3,900.00 $1,300.00

Prince William, VA $241,498.75 $193,199 48,299.75$ 14 11% $155,000.00 $39,600.00 $44,619 $1,710.00 $570.00

Fauquier County, VA $180,775.00 $144,620 36,155.00$ 15 12% $105,700.00 $22,000.00 $48,675 $3,300.00 $1,100.00

Culpeper County, VA $86,753.75 $69,403 17,350.75$ 9 7% $32,000.00 $22,000.00 $28,394 $3,270.00 $1,090.00

Madison $25,032.50 $20,026 5,006.50$ 2 2% $16,000.00 $8,113 $690.00 $230.00

Orange County, VA $141,082.50 $112,866 28,216.50$ 12 10% $65,000.00 $30,800.00 $40,563 $3,540.00 $1,180.00

Albemarle County, VA $175,275.00 $140,220 35,055.00$ 15 12% $66,000.00 $52,800.00 $48,675 $5,850.00 $1,950.00

$1,628,125.00 $1,302,500 $325,625.00 124 100% $865,700.00 $316,800.00 $405,625 $30,000.00 $10,000.00

Total Budget 1,628,125

FHWA-- 1,302,500Match 325,625

ATTACHMENT 4 - 1

Example Loudoun County JTHG Gateways and Directional Signage

ATTACHMENT 5-1

ATTACHMENT 5-2

Date of Meeting: June 11, 2012

#5

BOARD OF SUPERVISORS

Finance/Government Services and Operations Committee

INFORMATION ITEM

SUBJECT: Restricted Use Transient Occupancy Tax (TOT) Fund Balance

Projection

ELECTION DISTRICT: Countywide

STAFF CONTACTS: Ben Mays, Management & Financial Services

Mark Lauzier, Management & Financial Services

Erin McLellan, Management & Financial Services

BACKGROUND: Loudoun County levies a Transient Occupancy Tax (TOT) on

hotels, motels, boarding houses, travel campgrounds, and other facilities offering guest

rooms rented out for continuous occupancy for fewer than thirty consecutive days. The

customers of these establishments, such as traveling business persons and vacationers pay

this tax, which is 5% of the lodging bill. The funds are collected by these establishments

as customers pay their lodging bills and are remitted to the County on a quarterly basis.

Of the revenue generated by the tax rate, 2% is unassigned and is part of the General

Fund, while 3% is restricted and/or committed to be used only for promoting tourism,

travel, or business that generates tourism or travel in the County.

The Board of Supervisors adopted a new TOT Funding Policy in July 2005, which was

revised in January 2011. The Funding Policy guides the Board of Supervisors in its efforts

to strategically and proactively impact tourism in Loudoun County. Visit Loudoun is

allocated 75% of the forecasted restricted TOT revenues. The remaining 25% of the

forecasted restricted and committed TOT revenues are available to fund those uses as

determined by the Board of Supervisors to best meet the goals of the Tourism Destination

Strategy. Fund balance is accumulated in the TOT Fund as a result of the Board’s

allocation of its 25% of TOT revenues as well as a Board implemented fund reserve that is

maintained at 10% of projected revenues each year.

At the close of FY 2011 there was a restricted fund balance of $1,912,737 and a

committed reserve balance of $302,676 for a total balance of $2,215,413 in the Restricted

TOT Fund. Restricted TOT revenue projections for FY 2012 are down by 3.92%

compared to FY 2011. It is estimated that no additional funding will be added to the

Restricted TOT fund balance at the close of FY 2012, and, due to lower than anticipated

projected revenues, approximately $21,652 of existing fund balance will be used to

support current FY 2012 budgeted expenditures. The projected Restricted TOT Fund

ATTACHMENT 6 - 1

Restricted Use Transient Occupancy Tax (TOT) Fund Balance Projection

Page 2

balance at the close of FY 2012 is $1,891,085 with an additional committed reserve

balance of $302,676 (reserve will remain at FY 2011 level). Details are shown on

Attachment 1.

ISSUES: The Board may want to consider the allocation of funds from the Restricted

TOT Fund balance to projects/items that are within the scope of the Tourism Destination

Strategy. On June 15, 2012, an item will be included on the agenda of the Board’s

Transportation/ Land Use Committee requesting $45,243 in grant matching funds to

come from Restricted TOT Fund Balance for the Journey Through Hallowed Ground’s

wayfinding signs located in Loudoun. That amount has not been taken out of the fund

balance amounts referenced in this item.

FISCAL IMPACT: It is estimated that approximately $1,891,085 is available for

restricted uses from the Restricted TOT Fund with no impact on local tax funding.

ATTACHMENT: Restricted Use Transient Occupancy Tax Fund

ATTACHMENT 6 - 2

ATTACHMENT 1Restricted Use Transient Occupancy Tax (TOT) Fund Balance Projection

FY 2011 Restricted TOT Fund Balances

FY 2011 TOT Restricted Fund Balance $1,912,737FY 2011 TOT Committed Fund Balance(Reserve) $302,676Total Restricted TOT Fund Balance1 $2,215,413

FY 2012 Restricted TOT Revenue Projection $2,908,220

FY 2012 Uses of Restricted TOT Revenue

Visit Loduoun $2,127,000Department of Economic Development $534,268Department of Fire, Rescue and Emergency Management $68,354Department of Parks, Recreation and Community Services $100,250Sports Tournament Grants $50,000Washington Airports Task Force $50,000Total FY 2012 Restricted TOT Expenditures $2,929,872

Projected FY 2012 Restricted TOT Fund Balance Surplus/(Shortfall) ($21,652)

New Total TOT Fund Balance $2,193,761TOT Restricted Fund Balance $1,891,085TOT Committed Fund Balance (Reserve) $302,676

Restricted Use Transient Occupancy Tax Fund

1 The FY 2011 Fund Balance amounts are taken from the FY 10-11 Comprehensive Annual Financial Report (CAFR)

ATTACHMENT 6 - 3