Virginia Capitol Connections, 2025 Annual Magazine 16 Growing Up Virginia Strong By MIRANDA WYNNE Rita McClenny’s roots run deep in Virginia soil. Raised on a farm in Southampton County, Virginia, she learned that work was not something you clock in and out of; it is a way of life. “Our farm was a family business,” she recalls. “At an early age, you learn a lot of responsibility.” Her strong sense of discipline naturally extended into her years as a student-athlete. McClenny competed in four different sports: tennis, basketball, cheerleading, and track and field. Along the way, her coaches became her most trusted mentors, teaching her the teamwork, perseverance, and adaptability that would define her leadership style and professional outlook.” Teamwork is just different from the classroom,” she explains. “In sports, you have to develop character and learn how to negotiate and get along with people. If you are winning, great; if you are not winning, you have to know how to deal with that too.” Lights, Camera, Commonwealth Before becoming the face of Virginia tourism, McClenny spent years in the Virginia Film Office, where her mission was clear: shift from passive hosting to proactive pitching. “We changed the model to be more proactive,” she said. As she puts it, working with production companies is like “building a multimillion-dollar corporation in a few weeks and then shutting it down, over and over.” That mindset transformed the Commonwealth’s engagement with filmmakers. Perhaps the most enduring testament to her strategy is Dirty Dancing, filmed at Mountain Lake in 1986. The movie has become a pop culture classic, and even decades later, “Dirty Dancing” weekends continue to sell out, proving how a single film can elevate a rural economy and solidify a location’s place in the public imagination. Selling Virginia to the World Today, McClenny is at the helm of Virginia’s $35.1 billion tourism industry, which in 2024 alone generated $96 million per day in visitor spending. The ripple effects are vast as small businesses flourish, jobs are created, and state and local governments gain over $2.5 billion in tax revenue. Tourism, however, in Virginia is more than just beaches and battlefields. It encompasses transportation, lodging, food service, recreation, retail, and attractions, forming a network that connects communities across the Commonwealth. “It is a way to build communities, develop a path for growth, and help the Commonwealth,” McClenny explains. The work has taken on new meaning in the wake of the pandemic. Today’s travelers are not just booking trips; they are seeking experiences that feel safe, personal, and unforgettable. McClenny notes that technology has become an inseparable part of that journey, shaping everything from the way visitors plan and book to how they explore once they arrive. Digital reservations, touchless check-ins, and virtual previews now serve as the opening chapter to a trip, setting expectations and building excitement long before travelers step foot in Virginia.
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