Visit Loudoun Celebrates Creativity, Innovation of Hospitality Leaders | Loudoun Now
as appeared in Loudoun Now
by Norman K. Styer
Visit Loudoun celebrated the people behind the county’s tourism industry on Friday with a ceremony that also declared 2026 as the Year of the Visitor.
“We know that for the past several years, Loudoun has seen an increase in visitor spending, which is a testament not only to the growth in passenger traffic volume at Washington Dulles, but to the creativity and innovation of every single one of you in this room,” Visit Loudoun President and CEO Beth Erickson said. “You all continue to deliver world-class experiences and welcome every guest with genuine hospitality. From our craft, beverage and elevated dining scene, to new lodging properties, as well as our equestrian, vibrant arts and music offerings, Loudoun continues to expand and continues to be a dynamic destination.”
Visitor spending in Loudoun reached nearly $5 billion dollars in 2024, continuing its ranking as the top tourism jurisdiction in Virginia.
Erickson said the Year of the Visitor campaign is designed to better understand who is coming to Loudoun, how they behave and where there are opportunities to grow. “The story of Loudoun County isn't just what we offer; it's the way that different visitors experience it,” she said.
Spotlighted during the event were the results of a new visitor profile study that identified the travel goals of the county’s core tourist groups—business travelers, outdoor enthusiasts, craft beverage connoisseurs, agritourism and equestrian enthusiasts and heritage seekers—who spend an average of $3,949 per party per trip on lodging, shopping, dining, special events, outdoor recreation, wineries, and exploring small towns and villages.
Visit Loudoun plans to use the data to promote experiences that bring business travelers back for leisure visits and promote longer stays for recreational tourists.
“For you as business owners, for you as elected officials, and for us as a destination, the goal is not to change who they are, but to better meet them where they are, and to guide them toward more meaningful, extended experiences,” Erickson said.
The highlight of the program was the awards ceremony that recognizes individuals, organization and businesses that provide exceptional support to visitors.
“It's such a special opportunity for us to recognize, celebrate and honor the achievements, innovation, leadership, creativity and contributions that make Loudoun such a remarkable destination,” said Amy Bobcheck, the incoming Visit Loudoun board chair, who emceed the awards presentations.
This year, winners were selected from among a record-breaking 62 nominations.
The 2025 Judy Patterson Award was presented to Aimee Henkle, co-owners of The Vineyards & Winery at Lost Creek and Echelon Wine Bar, and a longtime leader with the Loudoun Wineries & Winegrowers Association.
The award, named for one of Visit Loudoun’s founding members, was established in 1998 to recognize those whose vision, leadership and commitment have helped strengthen Loudoun County as a tourism destination and a community.
Henkle was honored for more than a decades of work building Loudoun’s wine industry, including developing the Loudoun Wine Awards.
“Aimee's steady leadership has strengthened the foundation of the association, ensuring its sustainability for years to come. She leads with humility, vision and an unwavering belief in shared success, elevating an entire industry and securing Loudoun’s place as a world-class one destination,” Bobcheck said.
Henkle said that the success of her work is rooted in the support she and her husband, Todd, received when they opened Lost Creek Winery in 2012.
“We were welcomed with so many open arms. It was really touching,” she said.
“It is just very humbling for me to receive this award. I'm very honored. Thank you very much. And I really appreciate everything that this industry has done for us and welcomed us,” she said. “… Our whole goal is to continue to grow that. And it is really just great to have such collaborators in this room. It's not just wineries: It's restaurants, it is B&Bs, it is hotels, it is all of us.”
Bridgette Smith, of Williams Gap Vineyard, was presented with the 2025 Steve Hines Partner of the Year award, selected by the Visit Loudoun staff for her support of sales and marketing efforts and her hosting and support for Certified Tourism Ambassador trainings.
Hotel Burg was named the 2025 New Tourism Business of the Year. The boutique hotel in downtown Leesburg was constructed around a preserved 1885 building and includes 39-rooms, The Hunton restaurant, the Diana Lounge and a rooftop bar. While offering space for private events and corporate gatherings, the hotel was credited with strengthening the appeal of downtown Leesburg and growing Loudoun’s reputation as a premier experience-driven destination
The 2025 Tourism Manager of the Year award was presented to Rob Lorenzen, the general manager at the Ashburn Ice House. In addition to helping grow the skating complex into a regional sports destination over the past 25 years, he was recognized for his work helping the skating community following the crash of Flight 5342.
“He remained a steady presence for grieving families, while also managing media and operational demands during an extraordinarily difficult time. Our community appreciates that very much, despite the emotional toll Rob continued to lead critical efforts without hesitation,” Bobcheck said.
The 2025 Back-of-the-House Hero award, to honor professionals who work behind the scenes to ensure seamless guest experiences, was presented to Daniel Jones, the kitchen manager at Ford’s Fish Shack. Jones started working on Ford’s food truck in 2019 and was credited with establishing standards and policies that shaped the truck into one of Loudoun County's top operations. More recently he took a leadership role in the construction and opening of Ford’s Chantilly kitchen.
“Today, he continues to go above and beyond, supporting operations, stepping in wherever he's needed, and consistently ensuring success behind the scenes,” Bobcheck said.
Virginia Huntley, concierge at Salamander Middleburg, was named the 2025 Front-of-the-House Hero, which honors hospitality professionals who consistently go above and beyond to deliver exceptional guest experiences.
“Virginia transforms each guest stay into something truly memorable. Since joining the team, Virginia has distinguished herself through warmth, professionalism and an exceptional, exceptional ability to anticipate guest needs. Her deep knowledge of Loudoun County, from wineries to equestrian culture to dining history and hidden gems, allows her to create bespoke itineraries that consistently delight visitors,” Bobcheck said.
The 2025 Tourism Event of the Year was the USA Softball Eastern National Championship hosted by Loudoun County Parks, Recreation & Community Services. The event brought 174 youth softball teams and 2,300 athletes—and 2,446 room nights.
The Lincoln Strawberry Festival, hosted by Wegmeyer Farms, was named the 2025 Community Event of the Year. The sold-out festival, supported by 50 volunteers, benefited the community by supporting local nonprofits, schools and scholarships with over $30,000 in donations. This year’s festival will be held May 16-17.
The 2025 Certified Tourism Ambassador of the Year award was presented to Staci Collins, of Great Country Farms. The CTA program trains hospitality professionals, volunteers, and residents to answer questions, recommend attractions, and create outstanding visitor experiences.
“She's a natural connector who thinks about the whole community experience, from transportation partnerships to local collaborations that make every event feel seamless,” Bobcheck said.
The 2025 Diversity in Travel award was presented to Pride in the Vines, an LGBTQ+ welcoming campaign of the Loudoun Wineries and Winegrowers Association that started with participation of three wineries.
“This initiative not only increased visitation and economic impact, but it also strengthened community pride from vineyard to vineyard. Pride in the Vines delivers more than great wine; it delivers connection, joy and a powerful reminder that Loudoun is a place where everyone is invited to raise a glass and feel welcomed,” Bobcheck said.
The Loudoun County Bed & Breakfast Guild was presented the 2025 Tourism Marketing Promotion/PR Campaign award for its Guild Guide & Perks Pass. The program was recognized for increasing website traffic, achieving higher pass engagement and redemptions, expanding business membership, and documenting growth in lodging bookings among participating partners.