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VADMO Drill Down: Tourism Budget Development
October 20, 2025 at 2:00 p.m. to 2:45 p.m.
Join your peers at VADMO for a series of webinars/virtual meetings with News You Can Use on timely topics that will provide information to enhance your efforts in managing your DMOs with VADMO's new series of Virtual Meetings titled VADMO Drill Down.
The first virtual meeting will be held on October 20 at 2:00 p.m. via Zoom and will last until 3:00 p.m. These meetings are free and available to VADMO members only.
Some of you have been doing this for decades, and some of you will be attacking a tourism budget for the first time. We’ve got an experienced panel that will be sharing some inside strategies, experiences and best practices and answering YOUR questions to set you up for success as we all come together into this budget planning cycle together.
Joining us on this concise, guided 45-minute session will be:
- Mike Kerr, Director of Finance for Richmond Region Tourism
- Steve Trivett, Mayor for the Town of Ashland
- Jenna French, Director of Tourism & Economic Development for Shenandoah County
- Mandy Belyea, Deputy County Administrator (and former Finance Director) for Shenandoah County
Steve Trivett Mike Kerr Jenna French Mandy Belyea
Town of Ashland RRT Shenandoah County Shenandoah County
We have large and small DMO’s represented (one that is part of a joint economic development budget), as well as both an elected official and county government staff.
Register TODAY for this beneficial session, and be sure to include up to 3 questions in advance that we can share with the panel in advance.
Please submit your questions to vadmo@associationbuilders.com.
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VADMO will host this series quarterly throughout FY26 and has scheduled these informative and educational sessions on the third Monday of the month in each quarter with a discussion scheduled from 2:00 to 3:00 p.m. via Zoom.
You will be able to register for each meeting separately as there are a limited number of seats available, and VADMO will send the meeting link out to you prior to the meeting.
Tentative topics for upcoming meetings include:
- Monday, December 15, 2025 – The CoSTAR and STR Drill-Down – what changes have happened and what is coming?
- Monday, March 16, 2026 – The Virginia ABC Drill-Down – Changes coming, DORA program, and navigating events & craft beverage stakeholders
- Monday, June 15, 2026 – The Virginia Legislative Drill-Down – New legislation we all need to know about & DMO advocacy strategies
More Details will Follow as the Speakers are Confirmed
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| BLITZ SUMMARY
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VAMDO President's Message FY26 Will Be Exciting! Greetings, VADMO Family! I have honestly gone back and forth writing this greeting to all of you an embarrassing number of times (probably because I refused to enlist the help of ChatGPT!). I’m willing to wager that none of you want – or have the time – to read a long, laborious message full of verbose organizational and personal ideas about our industry and this organization. Thus, I will simply tell you that I am, in all humility, honored to begin my service as President of the Virginia Association of Destination Marketing Organizations. This organization – and therefore those of you incredible professionals who constitute its membership – has helped me over the past 13 years navigate my most struggling, burnt-out moments yet also enlightened and motivated me through celebrating all of you and your accomplishments. My hope is that it can do the same for you and more. We have a tremendously talented and diverse incoming board and share some great new ideas and integrity. I feel confident speaking on their behalf that we will work hard to continue to grow on the successes of VADMO’s post-pandemic rebirth. Under Paige Read’s leadership and with Association Builder’s assistance, we have painstakingly rebuilt the organization over the past five years from the ground up, and we are now primed to flourish. Our collective door is always open, and I look forward to seeing and hearing from all of you throughout the next few years. We are here to serve you, who serve our communities and commonwealth so passionately and tirelessly. Sincerely, Justin R. Kerns President, VADMO Winchester-Frederick County Convention & Visitors Bureau |
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You may view and print your invoice by logging on to the website www.vadmo.org. You may pay that invoice online with a credit card or by mailing a check. Please keep in mind that your VADMO membership is based on your organization's total annual budget. If there have been changes to your budget this year, please contact VADMO at
or
and we can update your invoice.
Join Us for Our Many Educational Events in FY25!
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CONGRATULATIONS to the 2025 VIRGO Award Winners! |
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If your destination is interested in hosting a future VADMO Conference or Meet-Up, contact Susan K. Deusebio, VADMO Administration | Association Builders susan@associationbuilders.com | 804-690-5212 |
VADMO Announces First Class for Tourism Leadership Institute
(VTLI)
For more information on the certification program, go to vadmoleadership.com
The Virginia Association of Destination Marketing Organizations (VADMO) is pleased to announce its inaugural class roster for their new tourism leadership credentialing initiative, the VADMO Tourism Leadership Institute (VTLI). This innovative program was developed to prepare industry professionals who want to advance their careers to blend their knowledge, skills and abilities with leadership theory and business strategy.
The VTLI will focus on leadership, communication, advocacy, community development, finance and management, and has been brought to industry professionals in partnership with the Virginia Tourism Corporation (VTC). The University of Lynchburg Professional Development Institute will work with VADMO to certify the credentials, which will provide a Certified Virginia Tourism Professional (CVTP) designation to the program graduates.
Participants in VTLI’s First Class for CVTP Credentials:
- Casey Armstrong, Richmond Region Tourism
- Ellen Frazier, Marion Community & Economic Development
- Mary Fugere, Hampton Convention & Visitors Bureau
- Tracey Gardner, Madison County
- LaTonya Hamilton, Halifax County Tourism Department
- Samantha Johnson, City of Staunton
- Justin Kerns, Winchester/Frederick Convention & Visitors Bureau
- Brooke Love, Carroll County Tourism
- James McCann, City of Portsmouth
- Lisa Meriwether, Visit SoSi - Danville
- Laura Messer, Virginia Tourism Corporation
- Ben Owen, Halifax County Tourism Department
- Paige Read, Town of Culpeper Economic Development & Tourism
- Kelly Rowland, Visit Martinsville
- Erika Tolbert, Pulaski County Tourism
- Patty Williams, Lexington & Rockbridge Area Tourism
- Judy Winslow, Smithfield Isle of Wight Tourism
A selective enrollment process was used by VTLI to ensure industry-only participation and to target Virginia tourism’s current and emerging leaders. Industry experts will serve as course moderators and presenters to cover tourism industry best practices.
VTLI is a one-year (1) program that will include four (4) required, in-person sessions with a Tourism Impact Project as a part of the certification process. The sessions will be held in four (4) different regions across the Commonwealth. The course work is designed to move participants toward earning an industry credential with a planned recertification process. These quarterly, in-person meetings will provide important peer-to-peer networking opportunities in addition to the educational content and testing.
The University of Lynchburg’s Professional Development Institute (pdi.lynchburg.edu) is excited to partner with VADMO to support this innovative program. According to John Zinn, Executive Director of PDI, “this initiative complements our Travel, Tourism, and Hospitality portfolio and we look forward to working with tourism professionals across the Commonwealth." The PDI offers non-credit professional development, personal enrichment, and lifelong learning programs on campus, in the community, and online.
“The VTLI program and the new CVTP credential is an important initiative that will have a positive impact on the tourism profession in the Commonwealth of Virginia,” said Rita McClenny, President of the Virginia Tourism Corporation. “Through this credentialing opportunity, tourism staff in our localities will have access to cutting-edge training modules, current trends and challenges facing the tourism industry, and be trained with best practices in leadership, management, communications and public financing.”
“VADMO Welcomes this first class to the Tourism Leadership Institute. We are privileged to have this partnership with the Virginia Tourism Corporation to provide professional development and industry credentials to top tourism leaders in the Commonwealth,” said Paige Read, President of VADMO. “We have worked hard to develop a meaningful and relevant credentialing program that is in place to grow the depth and opportunities for tourism professionals across Virginia. The University of Lynchburg’s Professional Development Institute will be a great credentialing ally for this new initiative that we believe will continue to evolve and provide critical leadership training to our profession.”
The program outline:
Session I: Transformative Leadership: Discovering Styles and Best Practices for Tourism Excellence
September 24-25, 2024
South Boston VA
Session II: Engaging Voices: Mastering Effective Communication Strategies and Advocacy for Tourism Professionals
January 14-15, 2025
Richmond VA
Session III: Destination Success: Strategic Management Tools for DMOs
April 8-9, 2025
Harrisonburg VA
Session IV: Finance & Flourish: Mastering Financial Literacy and Team Culture
June 17-18, 2025
Smithfield VA
For more information on VTLI and VADMO, please visit the VADMO website at www.vadmo.org or www.vadmoleadership.com.
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About VADMO: The Virginia Association of Destination Marketing Organizations (VADMO) is a membership-based association of independent destination management organizations and supporting businesses who share political and community support with the primary mission of promoting their areas as meeting and tourism destinations.
Our Mission: To offer our members advocacy, networking and professional development opportunities for the purpose of member destination success.
About University of Lynchburg
Established in 1903, the University of Lynchburg is a comprehensive private university in the foothills of Virginia’s Blue Ridge Mountains. With over 100 undergraduate majors, minors, and certificate programs, 15 master’s programs, and three doctoral degrees, Lynchburg offers a personalized, life-changing educational experience. It is regularly recognized by U.S. News & World Report and The Princeton Review and stands out as one of 44 “Colleges that Change Lives.”
About the Professional Development Institute
The Professional Development Institute offers non-credit professional development, personal enrichment, and lifelong learning programs on campus, in the community, and online. The PDI empowers individuals, organizations, and communities to thrive by inspiring a lifelong journey of discovery and achievement.
:: Meet Our Allied Members ::
About VADMO
The Virginia Association of Destination Marketing Organizations invites members, prospective members, allied members and the public, to use this site as a resource and to learn more about our association.
Our Mission: To offer our members advocacy, networking and professional development opportunities for the purpose of member destination success.
Please use the easy navigation links located on the top bar, to find areas of special interest:
- For DMO Members, there is a "Members Only" section.
- For prospective members the "Membership" section is a good place to start.
- For Allied Members, the "Members" list under "Membership" will prove useful.