Image courtesy of Visit Fairfax
Stakeholders in South Fairfax County’s new tourism brand, Potomac Banks, could not have planned a better day to announce the brand’s launch. The sun sparkled off of the Potomac River and a late spring breeze softly tussled the trees lining its banks as county officials, media and other partners gathered on the east lawn of George Washington’s Mount Vernon Estate.
“As we today look over this Potomac River and this view — a view that Washington admired — one cannot be more appreciative of the resources we have in South Fairfax County that we can highlight with this exciting incredible partnership,” said Doug Bradburn, President & CEO of George Washington’s Mount Vernon, while speaking about Potomac Banks.
“The brand represents the diversity of our cultural attractions and the strength of our people. It is broad and deep, inclusive and inspirational and I look very much forward to its tremendous success as we move forward together,” he continued.
Potomac Banks is the culmination of almost four years of work by the Mount Vernon Tourism Task Force (TTF), which was started by Mount Vernon District Supervisor Dan Storck in 2019. It is the first joint-destination-focused tourism branding strategy in Fairfax County.
“As a lover of history, nature, arts and recreation, I have focused for decades on helping others around the world to come see what we have, while helping us grow more jobs, opportunities and experiences. Attracting more visitors to our community helps our attractions stay open, our eating choices be broader, our experiences be richer and further develops the music, drama and arts opportunities for residents and visitors alike,” said Storck about the initiative’s importance.
The brand’s name speaks to the area’s location on the banks of the Potomac River. The logo and design theme developed by digital marketing agency Streetsense includes art, nature, water and the silhouettes of the men and women who shaped the area into the vibrant place it is today.
The initiative will create a connection and between the many historic sites, museums, parks, arts and cultural venues, local wine and beer makers and agritourism businesses that are located in the southern part of the county. Mount Vernon may be the most well-known brand partner, but others include Gunston Hall, Woodlawn & Frank Lloyd Wright’s Pope Leighey House, Huntley Meadows Park, Gum Springs Museum and Historical Society, River Farm, the new National Museum of the United States Army and others.
The county is also working on building the Mount Vernon Memorial Highway Trail which will connect Mount Vernon Memorial Highway with Richmond Highway (Route 1) for vehicles, cyclists and pedestrians, making all of these sites easier to access.
“The brand we launch today will indeed deliver the promise of everything that this region of Fairfax County has to provide in the way of experiences and memories that will last a lifetime. The diversity of the people and cultures, the experiences and places, are some of the best Fairfax County has,” said Barry Biggar, President and CEO of Visit Fairfax.
Tourism brought in more than $3 billion in revenue to Fairfax County in 2019. The COVID-19 pandemic hit the tourism and hospitality industry particularly hard. Biggar hopes the Potomac Banks initiative will double visitation to the area and bring in $4.9 billion to the county over the next five years.
“This is about cultivating local support and energy but also thinking about how we can attract even more people to come into Fairfax County and experience our treasures and there is no more important time to do that then now as we recover from Covid,” said Chairman of the Fairfax County Board of Supervisors Jeffrey C. McKay.
In conjunction with the launch of the Potomac Banks brand, the collective is offering a Potomac Banks Savings Pass which offers a 20% discount on admission to George Washington’s Mount Vernon, George Mason’s Gunston Hall and Woodlawn and Frank Lloyd Wright’s Pope-Leighey House, plus discounts at G34.3 Brewing Company, Historic Huntley, National Museum of the United States Army, Woodlawn Press winery and Workhouse Arts Center. The pass is offered exclusively at fxva.com/potomacbanks.
Photo by Alexandria Living Magazine
