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Visitors to and within Halifax County spent more than $119 million last year, Lori Medlin, CEO and president of the county’s convention and visitors bureau told commissioners today.

That is a 38 percent increase in spending over the previous year of 2020, she said. “We all know 2020 was a very difficult year for our industry.”

“We all know things are costing more,” Medlin said, but the numbers in this year’s report were very rewarding “and we’re going in the right direction very positively. We still have some issues for full recovery.”

More than $26 million was spent on lodging while more than $39 million was spent on food and beverage.

(Medlin will present a similar report to Roanoke Rapids City Council Tuesday evening at 5:30. Council meets at the Lloyd Andrews City Meeting Hall on Jackson Street)

Looking further into the report, more than $10 million was spent on recreation while over $8 million was spent on retail. She said $18 million was spent on transportation.

Travel and tourism in the county employs more than 700 people and more than 1,000 indirectly. “These jobs are getting to be better paying jobs as time goes on,” Medlin told the board.

The total payroll in the tourism industry last year was $26.2 million. The state tax dollars generated by tourism spending was $5.4 million in the form of state sales and excise taxes as well as taxes on personal and corporate income.

She said the spending generated $4 million in local taxes through sales and property tax revenues. “That helps us all locally,” and saves each taxpayer $194.81. “Hopefully next year we’ll get over $200.”

Marketing is what helps feed travel and tourism in the county, Medlin told the board. “Our number one job is to spend the dollars that are left in our hotels” through an occupancy tax. “That is our total funding source other than grant funding. No local tax dollars are used in our efforts. We are very proud of that.”

Those marketing efforts include PR pieces in magazines such as Our State. The bureau’s print publications reach 10,540,800 combined readers including state hunting and fishing guides and the regulation guide for hunting fishing. 

Social media also plays a role in the HCVB’s marketing efforts, Medlin said. Instagram, Facebook and Twitter are the primary ways the bureau spreads the message with a total impression rate of 1,246,575; an engagement rate of 75,117; and video views of 54,228. 

Billboard campaigns reached over 127 million impressions last year.

The tourism board believes the agency should be building partnerships and projects, which it is doing through the Weldon riverfront project as well as continued support of the Underground Railroad project. “We’re here to help our community grow through the impact of tourism,” Medlin said. “We’ve been able to work with Weldon on their wayfinding program.”

The bureau works with county economic development. “We appreciate that partnership and we’re excited about the future.”

The HCVB is working with other partners on the 250th anniversary of the signing of the Halifax Resolves along with the nation's anniversary. 

The bureau is funding a new blacksmith shop as well as an outside kitchen for the Bradford Denton House in preparation for the 250th anniversary celebrations. They are creating new wayfinding for the town of Halifax as well as rebranding effort for the entire county.

“The plans are unbelievable. A lot of people keep coming forward with great ideas. The Historic Site is really engaged and really excited.”