Charlottesville Albemarle Convention and Visitors Bureau: Advancing Accessibility Through Community Collaboration 

Social Impact Framework: Accessibility

What is the issue you were trying to address?

To improve the travel experience for visitors with physical, cognitive, and neurological disabilities, and build connections in the community.

What were the stated objectives of this initiative?

In late 2022, the Charlottesville Albemarle Convention and Visitors Bureau (CACVB) began becoming more accessible within its organization and in the community.  

Having secured American Rescue Plan Act funding from Charlottesville City and Albemarle County, the CACVB was able to invest a good portion of funds into building the industry. Accessibility was included in the funding to make a long-term difference. To date, we had done no work on accessibility and were working to create Tourism for All with Destinations International, so we needed to bring tourism partners along the journey.

The CACVB aimed to educate local industry partners about the importance of accessibility, provide partners with free extensive resources in partnership with Wheel the World, and develop an authentic marketing campaign highlighting a visitor with a disability. Ultimately, the CACVB hoped these efforts would improve visit experiences and strengthen community relationships. 

What were the specific metrics you used to measure the success of your efforts?

Accessibility Awareness and Interest:

The CACVB conducted an informational webinar in November 2022 (and later posted it publicly for a year on visitcharlottesville.org) to gauge interest.

The CACVB invited Wheel the World to make a presentation at the Tourism for All summit in January 2023. Prior to the summit, we conducted targeted outreach through e-newsletters and direct email to find tourism partners interested in receiving free assessments. We made sure it was clear this information would be used for accurate promotion and not for showcasing weaknesses or gaps in service. These tactics and outreach engaged tourism partners so that the CACVB could begin the project as soon as Wheel the World arrived at the destination.  

Wheel the World Partnership:

Following the Tourism for All summit, Wheel the World met with interested partners onsite. They used three primary tactics to improve accessibility for participating partners:  

1. Assessment: Wheel the World assessed mobility, visual, deaf and hard of hearing, and sensory-friendly experiences at local hotels, restaurants, and attractions. Partners received a report that includes a general overview of the assessment and a list of recommendations to make their businesses more accessible. The CACVB received a report on overall accessibility of the destination.
2. Training: Partners received access to the Wheel the World Academy e-learning platform, which offers a five-hour overview on accessible tourism, best practices, and meeting individual needs. The CACVB staff also received training.
3. Promotion:  
   1. Partners were added to www.wheeltheworld.com, allowing travelers to engage and contribute to new revenue streams. In the coming months, a landing page will be developed for the CACVB website to feature partners and to allow bookings directly through Wheel the World.  
   2. The CACVB and Wheel the World sought out a star for a promotional video featuring many of the assessment partners. The CACVB selected Candis Welch, Miss Wheelchair California 2023, to visit Charlottesville and explore its sites.  

What were the specific outcomes and results of your efforts?

From late 2022 and into 2023, the CACVB and Wheel the World successfully educated local industry partners about the importance of accessibility.  

In less than 20 days, Wheel the World conducted 62 onsite accessibility assessments, spanning 25 restaurants, 18 accommodations, 11 attractions, 6 vineyards and the Charlottesville Albemarle Airport. The CACVB was the second destination management organization in the country to complete these extensive assessments. Our partners welcomed the ability to have detailed information for improvement and welcomed promotion on the Wheel the World website.

With more than 200 data points addressing mobility, visual, deaf and hard of hearing, and cognitive needs, the assessments outlined information that visitors with disabilities would need to know when visiting hotels, attractions, outdoor recreation outfitters, wineries, restaurants and in hiring transportation companies. The CACVB is now equipped to support travelers with disabilities by providing specific details at all participating locations.  

Candis’ visit allowed partner organizations and the CACVB to identify gaps to improve accessibility for motorized wheelchair users, and specifically, travelers with physical disabilities unable to use their hands. Her video authentically explores the destination and provides a lens for other visitors with disabilities to visualize their own experience. The CACVB also created a partner/community-facing video explaining why we embarked on this work.

Candis changed lives in our destination. As a Black woman, she felt doubly welcomed through the CACVB's Discover Black Charlottesville and Wheel the World efforts. She had not painted in six years due to her spinal muscular atrophy but was so moved by her trip to Charlottesville and Albemarle County that she returned to painting. 

The CACVB will use specific recommendations to inform its future planning. For example, while filming with Candis Welch, the CACVB learned about local airport transportation connections for visitors with motorized wheelchairs, and the importance of having straws onsite for travelers who have limited hand mobility.

The CACVB now engages with local nonprofit groups serving people with disabilities. These groups provide feedback and content to promote local experiences. By connecting with these organizations after completing the assessments, partners feel immediately valued and are eager to support and grow this effort.  

Since working with Wheel the World, we now have several partnerships in Charlottesville and Albemarle County that are inclusive for individuals with disabilities. We have employers who created business models around workers with cognitive disabilities. We have dance classes for individuals with physical and neurological disabilities. The community sees us as a resource for information and promotion. The potential is huge as we can develop itineraries for visitors.  

What other best practices or key lessons can you share?

Diversity, equity, or inclusion initiatives can build on one another through intersectionality. The impact is powerful. Get started where you have the lowest barrier to entry or the greatest need.  

Start small – focus on one small demographic. Meet people. Listen and learn.  

Then collaborate in a mutually beneficial way. So many resources are at your fingertips in your own community.  

Always approach everyone with respect. You will build knowledge and credibility as you continue, which will make the next connection easier. Good luck!