Fairfax County announced a new tourism branding initiative for the southern part of the county on May 18 at a news conference held on George Washington’s Mount Vernon estate. The new brand, Potomac Banks: Explore Fairfax South, is the first destination-focused branding strategy in the county and intends to encourage visitors to explore the area’s historically significant attractions, as well as businesses and cultural venues.
The initiative comes after a multi-year destination development assessment through the Mount Vernon Tourism Task Force, created in 2019 and led by Mount Vernon District Supervisor Dan Storck. Fairfax County’s official tourism organization, Visit Fairfax, collaborated on the initiative.
“As a lover of history, nature, arts, and recreation, I have been 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,” says Storck.
Potomac Banks plays off of the area’s location on the banks of the Potomac River and aims to grow tourism infrastructure in Fairfax South by creating a Tourism Improvement District, which will generate income to sustain and grow the tourism economy.
“Tourism is one of the top drivers of Fairfax South’s economy, which is a major contributor to Fairfax County’s overall tourism impact of more than $3 billion [2019], so the development of an exclusive brand was a natural next step, especially now, as the industry continues to recover from the devastating effects of the global pandemic,” says Barry Biggar, president and CEO of Visit Fairfax.
Storck noted that the branding not only brings new economic opportunities but enhances the “area’s rich natural, cultural, and historical resources.”
In addition to the new branding initiative, officials also announced the Potomac Banks Savings Pass, which will save visitors 20 percent on admission to the most popular historic homes, such as Mount Vernon and George Mason’s Gunston Hall, as well as offer exclusive discounts at other area localities, such as the Workhouse Arts Center and G34.3 Brewing Company.
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