Funded by Virginia Tourism Corporation, Campaign Targets Multi-Night Visitors from D.C. and Raleigh
The Middlesex County Economic Development Authority received a $20,000 grant through the Virginia Tourism Corporation’s DMO Marketing Program in May 2025 to fund Where the Wild Things Are, a seasonal wildlife and nature discovery campaign operating under Virginia’s River Realm’s Tide & Trail Adventures platform.
The campaign is currently active and expanding.
What the Campaign Is
Where the Wild Things Are is a growing web library at virginiasriverrealm.com organized by season. Each installment profiles local wildlife species and native flora — when they appear, how to identify them, and where to find them across Middlesex County and the broader River Realm. Approx. 30 species profiles across three seasonal brackets are live. Summer content launched May 2026. Fall and winter installments are planned through October 2026.
A print guide is scheduled for distribution at visitor centers and lodging partners in September 2026.
The Economic Rationale
The campaign targets couples ages 35-54 in Washington D.C. and Raleigh, NC — two markets within three and a half hours of Middlesex County with documented interest in outdoor travel. Virginia Tourism Corporation data shows that 46 percent of regional overnight travelers participate in outdoor activities, and that travel in this segment peaks in January, April, July, and October. Those are shoulder season months, not peak summer — which is precisely the economic opportunity the campaign is designed to capture.
The EDA structured performance goals around measurable county revenue: occupancy tax revenue is targeted to increase from $226,621 to $235,000, and meals tax revenue from $458,933 to $480,000 by the close of the program.
Middlesex’s Natural Infrastructure
The county’s natural assets — Dragon Run, the Rappahannock River, Belle Isle State Park, Hickory Hollow Nature Trail, Teta Kain Nature Preserve, and the Rappahannock River Valley National Wildlife Refuge — are the foundation of the campaign. Where the Wild Things Are converts those existing resources into structured visitor motivation by giving travelers specific reasons to come, clear guidance on where to go, and a seasonal framework that creates repeat visit potential.
The Partner Network
Campaign partners include Cross Rip Campground, Friends of the Dragon Run, Rappahannock Adventures, Northern Neck Audubon Society, Chesapeake EcoTours and others. These organizations contribute guided paddles, birding walks, eco-tours, and content expertise — and they are the businesses and organizations that capture direct visitor spending when the campaign drives arrivals. Local photographer, Bob Waldrop, has also been instrumental in the construction of the campaign providing incredible photography.
What’s Coming
A long-form video documenting wildlife and eco-tourism experiences in the River Realm is in production, along with social media advertising campaigns across Meta and Spotify targeting the D.C. and Raleigh markets through October 2026.
For Media and Partners
The full Where the Wild Things Are PR package — including campaign overview, partner information, and media assets — is available at virginiasriverrealm.com/wtwta-pr-package. Password: wildthings#2026. For additional information, contact Trent Funkhouser at t.funkhouser@co.middlesex.va.us.