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Virginia Capitol Connections , Winter 2013
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The cheer begins:
L-O-V-E: Virginia is for lovers
In Virginia, it is already cold. People are huddled together, hands
clutching thermoses of hot chocolate and coffee, as they sit in the
stands watching the football game. Below them, cheerleaders stand in
line, leading the crowd in cheers for the team. They smile and tumble,
dance and fly, gathering support for the team on the field.
Rita McClenny, the newly appointed President and CEO
of Virginia Tourism, was once one of those girls. At that time,
cheerleading taught her how to impart her passion and build support
for a team; now this same lesson from cheerleading has allowed her
to impart her passion and build support for the state of Virginia.
McClenny was born in Southampton County in eastern Virginia.
As a life-longVirginian, she was raised with a dedication and love for
the state, making it easy for her to fall into her new role.
“My love and dedication to Virginia makes this the ideal job,”
said McClenny. “I love having an opportunity to promote Virginia to
the world because Virginia is for lovers.”
That brand, “Virginia is for Lovers,” has been in existence for 43
years. It has become a cheer for the state because, as McClenny said,
the brand has awareness worldwide.
“Virginia is for lovers,” said McClenny. “We are using love at the
heart of every Virginia vacation.”
C-U-R-I-O-S-I-T-Y:
Virginia is for curiosity
While attending Fisk University, McClenny said that she learned
valuable lessons like perseverance and the importance of learning.
But she also found a zest for life and a desire for new experiences.
She found what she calls the “appeal of curiosity.”
McClenny herself enjoys a variety of activities, such as playing
polo and tennis, and shooting sporting clays. All her interests and her
desire to try new things taught her about this appeal.
“Curiosity is something that can push and excite someone to try
new things,” McClenny said. “I think in Virginia we have so many
new things to offer. People can have a diverse and varied experience.”
From the mountains in the west to the beaches in the east,
from historical sites to shopping, from the arts to Busch Gardens,
Virginia has a variety of experiences for everyone to try. Beyond that,
McClenny shared the importance of making the state known for its
specialties, like Virginia oysters on the east coast.
“We want Virginia oysters to be the best oysters on the east
coast,” McClenny said. “We want Virginia to be known for oysters.”
Creating a reputation sparks curiosity, and curiosity has a drawing
appeal that will cause people to desire the experience.
F-I-L-M: Virginia is for film
In August of 1987, a classic film was released: “Dirty Dancing.”
The story featured a girl falling in love with the dance instructor of
a summer resort. For Virginia, the importance of that resort is that it
exists within the state. People today can still visit Mountain Lake and
relive the setting of the familiar film.
But for Virginia, the film industry did not stop with dancing.
Steven Spielberg’s historical film, “Lincoln,” was brought to
theaters at the end of 2012, and rather than being filmed in Hollywood,
it was filmed in the capital of Virginia: Richmond.
“The Capitol grounds were the back lot of much of the filming,”
McClenny said.
When it was decided that “Lincoln” would be filmed in Virginia,
McClenny was the director of the film office.
“Recruiting a film is competitive,” she said. “The decision to
film in Virginia was nine years in the making. We had to present it
to DreamWorks, Spielberg’s company, and to Kathleen Kennedy. We
had to present to them that Virginia had history and authenticity, as
well as a deep wealth of talent. We had to show them that all those
assets were right here in Virginia. We had to show them that Virginia
was the perfect location. That was the story we built to convince them
that Virginia was the place to tell Lincoln’s story.”
McClenny said thatVirginia is an appealing location for filmmakers.
The diverse typography, four centuries of history, and locations that can
Leading
the
Cheer
Rita McClenny,
President
and CEO of
Virginia
Tourism