For more than a decade, she has attracted thousands of tourists to the Wheeling area for events at Wesbanco Arena, the Capitol Theatre, at Wheeling’s waterfront, and throughout the Upper Ohio Valley, but then Olivia Litman was confronted with the COVID-19.
Her office at the Wheeling Area Convention and Visitors Bureau was shuttered, and so were her children’s schools, but Litman continued her mission from home while assisting her daughters with their classwork assigned virtually and via packets. And yes, mixing full-time employment with full-time motherhood each day and every day was a difficult task.
Now that reopenings are taking place in West Virginia and Ohio, Litman needs to figure how to finagle a new advertising angle that will draw day-trip or weekend explorers to an area where all major festivals have been canceled. Hundreds of hotel rooms usually are reserved when the Italian Festival and the Heritage Music Blues Fest are held every July and August, but this year?
Not so much.
COVID-19, a highly contagious coronavirus, has taken more than 120,000 lives in the United States and has infected nearly 2.4 million nationwide, and the Wheeling area has suffered millions of dollars in lost revenue normally delivered through, yes, tourism. What that “new normal” will look like remains unknown, but Litman does believe a new appreciation has been realized by locals, and a different mentality will be adopted by travelers.
What is the best part of your job?
There are so many aspects about my job that I have grown to love and appreciate over the last 12 years. I began working at the CVB in January 2008. Many changes have happened in all of these years, both professionally and personally.
Professionally, I have grown and learned so much from being in hospitality and tourism. I have always loved West Virginia, and Wheeling is home! So being able to celebrate and promote a place I call home is a dream job, but to be a part of a community that is so eager to be better than it was yesterday is what keeps me here.
We (CVB) have been a part of or created so many great events and milestones in the last 12 years, and I am really proud to have led many of the initiatives that have created new energy — Party on the Patio, 14th Street Live, Polkafest, Winterfest at the Highlands, and First Fridays to name a few. These have led to great opportunities for me personally.
I was named in 2015 as one of Generation Next 40 under 40, 2017 Leadership Wheeling, 2018 Leadership WV, and 2019, was named WV Living’s Wonder Woman. But two of the biggest awards I have had the fortune of receiving are wife and Mom.
My husband, Noah, and I were married in May 2008, and have had three children, Lyla (10), Cece (7), and Willie (3). While tourism has changed over the last 12 years, so has my personal life and the flexibility to be a full-time working mom completes the Dream Job I spoke of above.
Should more people come to the Wheeling area? Why?
Yes! Why? Why not?
That has been my answer since I moved to Wheeling in 1984. This city has always had that urban feel with country living. I grew up in Triadelphia, and I still reside there today. I love the open fields, fresh air, and privacy. Growing up coming to Wheeling, aka “going into town,” was a treat. We would get fish sandwiches, go to dance class, and shop. Got my first makeover at the makeup counter at Stone and Thomas. Those memories made me realize how an authentic experience can really impact the experience.
So, every day, I create new goals to how those experiences can happen here origionally as people visit. I also use those feelings when creating marketing pieces to bring people here. Right now, tourism is struggling. People are questioning whether they should travel or not and if they do, how should they travel. People are looking for a destination that they can drive to and feel safe while here, and we offer all of that.
I could write a book as to why people should visit; I like to simply say, “told you so” as I speak to return visitors when they tell me they will be back. We truly are a perfect day getaway. Great food, entertainment, history, and this happens all year long.
What was the strategy utilized during the time when the stay-at-home orders were in place in West Virginia and Ohio?
Research!
When the orders hit, we closed the visitors’ center and worked from home. Daily as more and more guidelines were put into place for stay at home, we knew this was going to be a very dark time in history for tourism. Tourism is big business in the Northern Panhandle. The amount of economic impact tourism brings into our area is high. It was now threatened, and our revenue is 100 percent hotel/motel bed tax. Scary!
So, we turned to the books, the professionals, and the data. That changed daily and continues to change as well.
Once the stay-at-home was lifted and a safer at home plan was implemented, we began to market the demand and reinforce the safety while here. We are a resilient area and have been for 250 years. Our blog told the tales of how we remained strong through many obstacles over the years. Highlighted businesses that had recreated their business model to keep themselves and their community safe still while serving.
One huge obstacle is the cancellation of events in our city and county. Many events that have been a tradition for our area announced early they were cancelling this year. Our arena and theatre are still dark. This is concerning.
Tourism is starting to awake, and different events are the driving force. Safety is, too. We appreciate what we are able to provide, but we need to continue to support what cannot happen right now. The arena and theatre need our support right now, and we are creating ways in which the community can do so. You can buy gift certificates to be used once events can resume and also donate to the Capitol Theatre Preservation Fund. Stay tuned for more options.
How has this pandemic permanently changed the tourism industry?
I believe it will really strengthen appreciation and provoke a book-now mentality. How many times do you see an event or a place that you would like to visit, and you put it off or decide, “I’ll go next time”?
This year has proved there might now be a next time, and I think once the virus is understood completely and maybe a vaccine or treatments are developed, the tourism industry will come back very strongly.
How would you like to see your children return to school in late August?
Tough question!
I’m a firm believer our youth is our future and education is the key to success. I support our teachers (even more so after homeschooling for three months) and the solutions to bridge the gap between safety and education.
When this was thrown to Ohio County, they responded quickly. They developed initiatives that were able to continue at home, but it wasnt ideal for all families. It wasn’t ideal for us but we did it, and it was awful at times, and I felt as if I was failing to teach my children. They weren’t responding to me positively.
I wasn’t able to give them the attention they needed and receive from their amazing teachers. I was trying to complete schoolwork while working my job and running a household. We were all in survival mode. We survived, but looking toward the fall, I want my kids back in school, and if they cannot be back in school safely, I want them to still have a teacher to motivate them and make them feel empowered to conquer. I can do that in other ways, but my children see me as Mom, not Mrs. Litman.
