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South County rebranded as ‘Potomac Banks’ with new tourism campaign and discount pass

Just in time for the summer tourist season, Fairfax County is stepping up its efforts to promote the amenities in its southeastern area, providing a discount pass for admissions and more.

County and tourism officials, along with staff of George Washington’s Mount Vernon, touted a new digital pass yesterday (Wednesday) that gives visitors at historic sites and other destinations 20% off admissions and other deals.

Launched last December, the branding campaign is called “Potomac Banks: Explore Fairfax South” and was developed by the digital marketing agency Streetsense. It was showcased during a media event outside the first president’s mansion overlooking the Potomac River.

“Fairfax South is the place to be,” said Mount Vernon District Supervisor Dan Storck, who started the Mount Vernon Tourism Task Force in 2019 that led to the branding.

Storck, who was a President Abe Lincoln re-enactor for 25 years, said his love of history was a driving force in showcasing the region’s amenities.

An original marketing push rolled out in February 2020, but the COVID-19 pandemic soon took hold in the U.S., particularly damaging the hotel and restaurant industries, Storck said.

The effort also includes one year of marketing with a business development campaign, said Barry Biggar, president and CEO of Visit Fairfax, the area’s official tourism organization.

“Now the real work begins,” he said.

Savings pass launched to promote region

The pandemic-induced delay meant the marketing effort could include a new feature: the Potomac Banks Savings Pass, a $46 pass that gives discounted admission to partnering sites, including George Washington’s Mount Vernon, George Mason’s Gunston Hall and Woodlawn & Pope-Leighey House.

The pass, which has a $25 version for kids ages 6 through 11, also provides deals on tours, gifts and activities at sites such as the National Museum of the U.S. Army, the Workhouse Arts Center, G34.3 Brewing Co., Woodlawn Press Winery and Historic Huntley.

The pass is valid for 90 days, but once it’s first redeemed at a site, it lasts for seven days.

While Washington’s historic property has weathered the pandemic and had buses of visitors there yesterday, other sites will be able to cross-promote.

Fairfax County Board of Supervisors Chairman Jeff McKay said teachers and textbooks are amazing, but nothing can replace experiencing history in person, and there are historic assets right in people’s backyards to enjoy that people from across the world come to visit.

Biggar said there are plans to create the county’s first tourism improvement district in southern Fairfax County. He said it could be a model for the rest of the region.

According to Biggar, Fairfax County’s tourism dollars generate the most revenue for the Commonwealth of any jurisdiction. The county’s tourism industry generated more than $3 billion in 2019, and he projects it will reach $4.5 billion in five years.

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