Every now and then, a tourism development comes along that changes the landscape of a destination forever.
The tourism industry throughout the South has grown tremendously in the past 50 years, and much of that growth has been spurred on by monumental attractions and milestone initiatives. In many cases, a single great idea sparked a tourism renaissance in an area, adding business and excitement in a community or even statewide.
The Presley family practically put Branson, Missouri, on the map when they built their theater there in 1967, ushering in the small town’s entertainment boom. Virginia made waves nationwide in 1969 when it launched the “Virginia Is for Lovers” campaign, which continues to resonate with travelers today.
In Louisiana, Oak Alley Plantation opened its doors to the public in 1976, creating an iconic image of Southern grace framed by live oaks. Another famous home, Graceland, opened in 1982, giving millions of travelers a new reason to visit Memphis.
Modern developments have continued to make an impact on Southern tourism. The Robert Trent Jones Golf Trail, completed in 1992, has made Alabama a dream destination for golfers from around the world. And in Charlotte, North Carolina, the 2010 opening of the NASCAR Hall of Fame gave fans unprecedented access to one of the favorite sports of the South.
1967: ‘Presleys’ Country Jubilee’
Branson, Missouri
Visiting Branson, Missouri, today, you might think that the city’s thriving live entertainment industry has always existed. Dozens of glitzy theaters line Highway 76, now known as the Branson Strip, offering music, comedy and magic shows day and night.
But in 1967, Highway 76 was just a small-town road, until the Presley family, which had been performing music in local caves, came along and built a humble theater there.
“There were only seven businesses along Highway 76 when they built a metal building with a flat floor,” said Steve Presley, who performs in “Presleys’ Country Jubilee,” the show founded by his father. “We had purchased some folding chairs, and we started having shows.”
It didn’t take long for others to follow: The Baldknobbers opened a theater across the street in 1969, and several more were open by 1971. Today, Highway 76 is one of the busiest live entertainment districts in the country.
The Presleys’ theater evolved quickly, as did their show.
“It started with a cast of seven people, and now we have a cast of 20,” Presley said. “The show includes country music, comedy, gospel music and patriotic music — the same four things we’ve always done.”
“Presleys’ Country Jubilee” and the many other shows that have followed have helped to make Branson a tourism juggernaut and have boosted Missouri’s profile around the country.
“We’ve started really becoming a national destination,” Presley said. “The biggest part of that is the national level of talent and quality of entertainment that we have in the community, as well as the beauty of the destination. People come here through other parts of the state, so we’re a major driver for travel to other parts of Missouri as well.”
1969: Virginia Is for Lovers
Richmond, Virginia
In the late 1960s, Virginia tourism officials were struggling to come up with an advertising campaign that would appeal to new, young travelers without alienating the older demographic of faithful visitors. So they turned to a young advertising agency in Richmond to come up with a new idea.
The concept that the ad agency pitched was “Virginia Is for Lovers,” a campaign that highlighted the great diversity of travel experiences available across the state. The pitch was a success, and the slogan rocketed in popularity.
“It launched nationally in March of ’69 in a publication called Modern Bride,” said Steven Burkarth, agency historian at the Virginia Tourism Corporation (VTC). “It really took off in December of that year, when it was awarded the best state travel campaign by the Discover America organization. Then, in 1970, they produced the television commercials, and that’s when it exploded in a big way.”
The “Lovers” campaign became the cornerstone of Virginia’s tourism marketing. Now, more than 45 years after its inception, the campaign remains highly effective and has been lauded for its ingenuity.
“In 2009, we were inducted into the national advertising walk of fame in New York,” said VTC president Rita McClenney. “The brand has become iconic, and it’s known around the world.”
VTC has used the slogan as the lead in all of its messaging, wrapping images and stories from across the state. Today, consumers will find it in print, on television, on social media and on online platforms.
