Visit Norfolk: A Regional Collaboration to Create the Hampton Roads African American Heritage Trail

Social Impact Framework:  Destination Stewardship 

What was the issue you were trying to address?

Visit Norfolk originally aimed to tell the story of the Norfolk Underground Railroad. There are a number of historic locations in Norfolk key to the passage of enslaved on their journey for freedom.  

Since its inception, the project has grown beyond just Norfolk to include all of Hampton Roads. It further expands beyond the Underground Railroad to illuminate the history and culture of our African American residents. Now called the Hampton Roads African American Heritage Trail, this initiative is an example of regionalism at its finest. 

What were the stated objectives of this initiative?

The first phase of development was to publish a collection of historic and cultural assets and attractions for anyone wishing to explore and find enlightenment. Information on museums and cultural institutions, historic sites, educational programs cultural festivals and events, and history and storytelling were gathered into a visitor’s guide and promoted in visitors centers.  

Through the collection of stories, this phase would portray the journey, celebration of life, hardships, and lessons learned throughout the entire Hampton Roads region.

The second phase of development introduces interactive Augmented Reality (AR) markers to be placed throughout the region. Realized to their fullest potential, these pieces would allow for visitors, upon scanning an appended QR code with their mobile device, to be transported to a seminal moment in African American history that happened on the very spot they’re standing on.  

The objectives of both phases aim to:

• Recognize and celebrate the historic importance of the African American culture and heritage to Hampton Roads and the Commonwealth of Virginia, not just individual municipalities
• Create opportunities for everyone to learn the history and develop partnerships with African American historic sites and cultural centers across the Commonwealth
• Increase tourism and economic development opportunities. Visitors see no boundaries, we need to collectively share our assets
• Create a sense of regional comradery
• Provide schools with valuable resources to educate our students the rich culture and heritage of African Americans in Hampton Roads
• Provide an example for other regions to replicate and collaborate 

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

Securing a dedicated funding source as a collaborative effort between City Councils and city leadership has been essential. We also measure success based on the engagement of organizations, instructions, and attractions interested in participating.

What were the specific outcomes and results of your efforts?

So far, we have gained the support of regional organizations such as the Virginia Tourism Corporation, Hampton Roads Alliance, Hampton Roads Chamber of Commerce, and various higher education institutions.  

We received Delegate Askew’s support and patronage of our budget amendment to HB30. We received support from the House Appropriations committee, and the entire House of Delegates.  

African American experiences now participating in the African American Heritage Trail include churches, schools, museums, libraries, historic markers, landmarks, neighborhoods, cemeteries, theaters, gardens, publications, cultural centers, parks, homes, farms, and ponds. 

Is there any other information you'd like to share?

Getting support is easy, getting financial backing is far more difficult than anticipated.