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Website Visitors up 19% YTD
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Direct sales - confirmed bookings are up 13%
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Mark Your Calendar
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LCVA Committee Meetings & Reminders:
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LCVA AAA Committee
August 1, 11am
LCVA Office
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LCVA Industry Outreach Committee
August 6, 9am
LCVA Office
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LCVA Executive Committee
August 13, 8:45am
LCVA Office
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LCVA Board Meeting
August 20, 3:30pm
TBD
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Save the Date:
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LCVA Foundation Charity Auction & Golf Classic
October 15, 8:30am-6pm
Raspberry Falls Golf & Hunt Club, Leesburg
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PRINTING TIP:
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To print the Compass, set your page margins to .25 inches.
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April - July 2008
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Summer is well underway and travel continues even with higher gas prices. Be sure to keep us posted as we watch trends and modify our plans to continue attracting visitors. The LCVA leisure program for the summer is focused on our target markets living within a short drive of up to two hours to keep visitation strong. The group sales efforts continue to concentrate on sports, association, and corporate meetings and events, while supporting other markets, too.
Watch for announcements about the LCVA Foundation Charity Auction & Golf Classic on October 15th. There are several ways to become involved in this exciting event to raise funds for research, education, and scholarships.
Plan now to attend the pre-application meeting for the FY 09 LCVA Cooperative Marketing Fund program. Details will be sent out within the next fifteen days.
The advertising plans and tradeshow schedule for FY 09 are almost complete; we will have a meeting in early September to announce those plans so that you can participate. Watch the LCVA corporate website as details are posted.
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LCVA 12th Annual Meeting and 2007 Tourism Awards Re-cap
Thank you again to everyone who attended the LCVA's 12th Annual Meeting and 2007 Tourism Awards Luncheon on Tuesday, March 25, 2008 in the brand new ballroom at West Belmont Place at The National Conference Center. The LCVA's Annual Meeting enjoyed record attendance and was a great event for networking and recognition within Loudoun's tourism industry. The LCVA would like to again congratulate and thank the following tourism award winners:
Tourism Employee of the Year:
Gerry Waldron, Bartender, Tuscarora Mill Restaurant (Front-Line)
Doug Smith, Historical Interpreter, Historic Morven Park and
Beth Reed, Manager, South Street Under (Management)
Tourism Promotion/Campaign of the Year:
Harry Potter Party, Books & Crannies
Tourism Volunteer of the Year:
Punkin Lee, Middleburg Tourism Advocate
Tourism Event of the Year:
Waterford Homes Tour & Crafts Exhibit and Loudoun Border Guards Fife & Drum Corps National Muster
Judy Patterson Award:
Karen Jones
The LCVA's voting members also elected the LCVA Board of Directors for the next three-year term. Click here to see the LCVA Board members for FY 09.
The LCVA Tourism Awards program is made possible by program sponsors. The LCVA would like to thank the generous sponsors who made this year's event such a resounding success: Loudoun County; Platinum Sponsor: The National Conference Center; Patron Sponsors: Dulles Hotel Connection, Town of Leesburg, and Salamander Hospitality; Table Sponsors: Lansdowne Resort, Washington Dulles Airport Marriott, Middleburg Business and Professional Association/Town of Middleburg, Washington Airports Task Force, Historic Morven Park, INOVA Loudoun Hospital, Tuscarora Mill and Country Inn & Suites Dulles/Fairbrook Hotels.
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Reviews Wanted on VisitLoudoun.org
Calling all locals! The LCVA has implemented user reviews on VisitLoudoun.org to promote authentic stories and gain more credibility with visitors. After you dine, shop, tour, taste, and buy in Loudoun County and our towns, please take the time to write about your experience on the site. Visitors love to hear what the locals think, so add your two cents today. We encourage you to send emails to all your colleagues, families, friends, and neighbors to get them to add their reviews, too. It's easy, fun, and helps our tourism businesses. For more information on user reviews, click here. To add a review, click here.
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Wine Packages, Promotions, and Deals Wanted
October 2008 marks the 20th anniversary of Virginia Wine Month and the Virginia Tourism Corporation needs your help to celebrate. Hotels, wineries, B&Bs, restaurants, and attractions are encouraged to develop packages, promotions, and deals for the month of October and post them on Virginia.org to be included in their marketing efforts. The theme is "Find the One You Love," so feel free to incorporate it into titles and descriptions. Log-in to the administration tool on Virginia.org to add your listings.
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Multi-media Program Launched
The LCVA hosted a free premiere event for the tourism industry and Loudoun residents at Leesburg's Tally Ho Theatre on May 21, 2008 to launch the new multi-media program. The event showcased the brand new series of thirty-six short videos that highlight Loudoun County's wineries, heritage sites, destination restaurants, historic towns and villages, events, and more. The LCVA has begun posting the new tourism videos on the video distribution websites listed below. Check them out, email them to a friend, and add your comments, too. All of the videos are posted to the newly re-designed VisitLoudoun.org, which will launch in the next couple of weeks!
YouTube
Yahoo Video
Daily Motion
Facebook
My Space
Triporia
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New Shopping & Dining Guide: July 31 Deadline
The deadline to update/edit or add your businesses listing in the new edition of the Loudoun Shopping & Dining Guide is July 31, 2008. Click here for more information. CORRECTION: If you received the postcard about updating your current listing, your first name may be listed incorrectly. Please pardon the mistake and rest assured your first name is correctly matched to your last in our database.
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Add Your Events on VisitLoudoun.org
Did you know the events section of VisitLoudoun.org is the most popular section on our consumer website? Don't miss your opportunity to have your event noticed. Click here to upload your events.
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Loudoun County Chamber of Commerce & Loudoun Cares Welcomes Home the Returning Troops in Leesburg
The LCVA would to thank the following industry partners who very generously donated items to help welcome the troops home and thank them for their service: B.F. Saul Co. Hotel Division, PMHS Hospitality (Embassy Suites and Homewood Suites), Breaux Vineyards, Great Country Farms, and Lovettsville Bed & Breakfast. We do not have the list of the many other businesses that donated items directly to the Chamber offices, but would also like to thank them.
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Save the Date! Charity Auction & Golf Classic
The LCVA Foundation will host its first Charity Auction & Golf Classic fundraiser on October 15, 2008 from 8:30am to 6:00pm at Raspberry Falls Golf & Hunt Club in Leesburg. The golf tournament and auction will raise funds to conduct research, perform education and training, and provide scholarships to graduating seniors of Loudoun County to pursue further education in the fields of hospitality and tourism. The day promises something for everyone; the golf classic, a golf clinic, both a silent and live auction, and a dinner to cap off the day. Everyone is welcome to register for all or a portion of the day's activities to help raise funds and support the mission and goals of the Foundation. Sponsorships for the event are available at various levels. For more information on participation and sponsorship contact Wendy Ferrigno at 703-771-2170 ext. 24 or visit www.LCVAFoundation.org.
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Industry News
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The Hyatt Place Sterling/Dulles Airport-North announced that Fabricio Jiron has been hired as the new director of sales for the hotel. He came from the Capital Hotels & Suites in Washington, DC where worked for the past ten years. Fabricio helped to open the St. Gregory Hotel and held both their director of operations and then director of sales positions.
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Carol Smith (formerly Carol Petronio) has joined The National Conference Center as national sales manager. Carol was most recently the director of sales & marketing at the Stonewall Jackson Hotel and Conference Center in Staunton, Virginia. She was also on the pre-opening team at Lansdowne Resort, where she worked for eleven years. Carol will be representing the NCC to the national corporate and the Virginia state association market.
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Lansdowne Resort recently announced the appointment of Marjorie Lane as marketing director for the resort. Ms. Lane brings over twenty-five years of hospitality marketing experience to Lansdowne, and has until recently worked with Bedford Springs Resort of Bedford, Pennsylvania, also managed by Benchmark International.
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Simon Smith has joined the Goodstone Inn and Estate in Middleburg as the new general manager. Simon was previously the director of lodging and the restaurant manager at the signature Blackberry Farm, the internationally renowned Relais & Chateaux property in Walland, Tennessee.
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The Journey Through Hallowed Ground Partnership announced the addition of Lyle Werner, former executive director of The Good Shepherd Alliance in Leesburg, to its executive team. Werner will serve as the JTHG Partnership's director of development, a newly created position dedicated to raising funds for the Journey's educational and heritage tourism programs.
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Briar Patch Bed & Breakfast in Middleburg has hired Jennifer Fries, a graduate of Virginia Tech's hospitality program, as the assistant manager with a focus on developing their mid-week business, primarily for meetings and packages for seniors.
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Aimee Summers has been hired as collections manager at Historic Morven Park. She will be working with Tracy Gillespie, director of historical operations, and staff to prepare the mansion for re-opening in the spring of 2009 after an extensive eight-year preservation project. A series of "soft openings" are being planned throughout 2009, the first to coincide with Virginia's Historic Garden Week, and beginning with the main rooms on the first floor of the house.
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A ground breaking ceremony was held recently for a new ninety-one-suite Homewood Suites by Hilton at 115 Fort Evans Road, NE, Leesburg. Homewood Suites by Hilton is an international brand of upscale, all-suite, residential-style hotels targeting extended-stay travelers. Construction is scheduled to last approximately twelve months, with an opening planned for the first quarter of 2009. The hotel is owned and operated by Leesburg Extended Suites LLC of Williamsport, Pennsylvania. Jackie Gosses will be the General Manager.
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172 visitors attended the 3rd annual Princess for a Day Ice Cream Social on Saturday, June 28th at the Loudoun Heritage Farm Museum in Sterling.
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Two Broads and a Brit is a tea catering business offering afternoon teas delivered to your home. Each tea is personally customized. For more information contact 540-554-8841, 540-554-2748, or email TwoBroadsandaBritafternoonteas@yahoo.com.
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Andrea Falzarano's new venture, Good Taste! Tours, offers culinary day trips and weekend packages for foodies. Check out her new website at GoodTasteTours.com.
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Lansdowne Resort is once again hosting the popular Jazz on the Potomac, a free outdoor concert series on Friday evenings through Labor Day weekend, August 29, 2008.
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Back by popular demand...brewery tours! Old Dominion Brewery is holding an Open House the first Wednesday of every month. Tastings will start at 6pm and will be followed by a tour.
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Want to advertise employment opportunities to the industry? You can do so on the LCVA website under Industry Jobs. Email Greg Harp or call him at 703-771-2170 ext. 14 for more information.
Please email your industry news to Chris Geno, LCVA Director of Industry & Media Relations, by August 15, 2008 for inclusion in the August Tourism Industry Compass.
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LCVA Team Activity Report
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The sales team was very busy with the following activities during the past three months:
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Exhibited at Springtime in the Park and made contact with 166 meeting planners.
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Attended the Virginia Society of Association Executives' Annual Meeting and hosted a breakfast for 150 meeting planners.
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Exhibited at the SAIC Health Fair and made 63 contacts.
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Coordinated a sales blitz for all group sales markets in the Richmond, Virginia area. Seven hotel partners joined the LCVA sales team for appointments and met with more than 28 organizations. The blitz has already generated 5 sales leads, one site visit has been conducted, and has one contract pending for a meeting in Loudoun County.
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Hosted a group site visit for meeting planners who represent religious organizations.
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Partnered with Lansdowne Resort to host the ASAE Fellows meeting for 75 leading association executives.
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Conducted a team visit to the new Presidential Golf Club.
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Conducted a team meeting with The National Conference Center and Wii Lounge networking.
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Attended the B&B Guild Meeting at the Hunter's Head in Upperville.
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Attended the Leesburg Downtown Business Association Meeting.
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Hosted a visitor information table at the opening ceremony of the Virginia State Little League tournament, featuring baseball teams from each of the sixteen districts in the state.
Marketing department activities during the past three months included:
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Exhibited at the Great Grapes Wine and Arts Festival in Cary, North Carolina andconnected with more than 500 people.
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Exhibited at the Food and Wine Festival at the National Harbor in Baltimore, Maryland and connected with more than 800 people.
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Updated the Loudoun County "lure" brochure and distributed it to welcome centers and other locations outside Loudoun County. The "DC's Wine Country" tagline was added to the piece.
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Held numerous meetings with industry representatives to continue to work on the Tourism Destination Strategy.
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Produced a new Loudoun tourism flat map and added the locations of all historic markers and Virginia Civil War Trails markers.
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Partnered with Southwest Airlines on a promotion that included a trip giveaway as the prize featuring two nights at Lansdowne Resort, dinner at Lansdowne, and a Reston Limousine Wine Tour for two.
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Worked on the redesign of the consumer website.
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Hosted an industry familiarization tour of Loudoun County for front-line hospitality employees.
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Conducted a community awareness campaign with three mailings to Loudoun households and full page color advertisements in most of the Loudoun newspapers.
The LCVA was very active in international marketing and media promotion during the past few months. Here are the highlights:
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Participated in the trip to Loudoun's sister county in Germany, Main-Taunus-Kreis, and met with representatives from schools, an adult education center, and local tourism representatives including the US Consulate in Frankfurt, Germany, the German PR representative for Capital Region USA, and the major German tour operators with the US in their program including Meiers Weltreisen, DERTOUR, Canusa, and Lufthansa City Center.
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Exhibited at International POW WOW with the Capital Region USA.
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Hosted four international travel and media representatives from Germany resulting in articles appearing in major daily German newspapers.
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Coordinated and co-hosted events for the visit of officials from Main-Taunus-Kreis Germany.
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Met with the UK PR and marketing representatives for Capital Region USA to promote Loudoun County to the UK market.
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Hosted a group of French travel agents at the Leesburg Corner Premium Outlets as part of their familiarization visit to the Capital Region.
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Hosted a familiarization tour for a British businessman and US commercial representative of Loudoun wineries for his wine export and wine tourism business start-up. This is a great opportunity for Loudoun wineries to promote their wines to the UK market.
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Coordinated with Virginia Tourism Corporation and Travel South on a promotion to the Canadian market. The LCVA coordinated the prize for the competition including a stay at Lansdowne Resort, Middleburg Country Inn and a wine tour by Reston Limousine.
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Exhibited at Amerikafest 2008, the public celebration of the opening of the new US Embassy in Berlin, Germany, with Capital Region USA. The event attracted over 250,000 visitors.
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Coordinated locations for Washington Post writer, Ben Chapman, for a "Road Trip" article on Historic Garden Week for the Sunday edition of the Washington Post.
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Coordinated accommodation and locations for freelance writer, Martha Steger, on assignment for an article for Recreation News about Historic Garden Week.
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Coordinated arrangements and hosted freelance writers Deirdre Frost and Sebastian Price on a familiarization tour of Loudoun County resulting in an article on Middleburg, Lansdowne, and horse country in the Norwalk Hour, a Connecticut newspaper. Further articles are planned.
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Coordinated arrangements and hosted freelance writer and photographer, Trish Foxwell, on her familiarization visit to Loudoun County.
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Coordinated and hosted freelance writer, Bernice Kopelman, on her familiarization visit to Loudoun County. Her article is due in the fall.
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Coordinated and hosted Woman's Day writer, Jessica Pipkins, on her familiarization tour of Loudoun County for an article on romantic destinations.
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Coordinated and hosted freelance Canadian golf writer, Tom Peters, on his familiarization visit to Loudoun County.
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Coordinated the LCVA premiere of the new multi-media program at the Tally Ho Theatre for local media, tourism industry partners, and residents.
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Assisted Great Country Farms with their expanded media promotion of their Strawberry Festival.
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Assisted the inaugural "Cirque du Cyclisme" event with media promotion.
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Coordinated arrangements and hosted Canadian wellness and spa writer, Anne Dimon, on her visit to Loudoun County. The visit resulted in blog entries about the Leesburg Corner Premium Outlets and one about Loudoun and Lansdowne. Other articles are planned as Anne writes for various Canadian and UK publications.
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Attended the welcome reception for Simon Smith, the new general manager of the Goodstone Inn and Estate.
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Earned media included articles in the Washington Business Journal, Loudoun Times-Mirror, Leesburg Today, Loudoun Business, Norwalk Hour (Connecticut), D Magazine (Dallas, Texas), and Recreation News. Cheryl Kilday, President and CEO of the LCVA, was also featured in the Reston Impact television program for Comcast Cable, on Newstalk on Channel 8, and on a Channel 9 news broadcast.
The LCVA would like to welcome new members: INOVA Medical, Country Way, The Travel Teacher, and aloft Dulles North.
We would also like to welcome back the following renewing members:
BB&T Bank, Best Western Hotel & Conference Center, Briar Patch Bed & Breakfast, Bridgeman Communications, Clyde's Willow Creek Farm, Doukenie Winery, Washington Dulles Airport Marriott, Executive Conference Center, Fairfield Inn, Goose Creek Golf Course, Hampton Inn & Suites, Hotel Sierra, Holiday Inn Dulles, Hyatt Place, Jay Landers, Johnson Promotions, Leesburg Corner Premium Outlets, Lighthouse Concepts, LYSA, Magnolias at the Mill, Meadowkirk, Middle Grove Inn, Historic Morven Park, Mosby Heritage Area, Old Dominion University, Olivera Music Entertainment, Raspberry Falls Golf & Hunt Club, Red Fox Inn, River Creek Club, Stone Manor Bed & Breakfast & Orchard, Tarara Winery, The Dock at Lansdowne, The Finer Points, The Goodstone Inn & Estate, TownePlace Suites Dulles, Trulie An Event, Tuscarora Mill, and VA Coach Company.
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