Embracing Nature, Culture and History: Appalachia’s new economy

All across Southwest Virginia, the stories of men and women who worked in mines, furniture factories or textile mills can be read in the buildings you see today. In the coalfields, mining towns and camps sprang up wherever the coal seam led. Miners came from farms nearby, from the deep South and from Eastern Europe to earn the money that mining brought. Communities were self-contained. People shared their lives in schools, athletic teams, churches and shopping in the company store. Music was a bond and sometimes the only common language.

Photo from: http://myswva.org/

Brooke Jarvis’ recent post titled: 3 Lessons for Appalachia’s Post-Coal Economy, addresses the very pertinent question of “what happens when Appalachia is coal country no more?”

Brooke mentions the efforts of local, grassroots organizations that are “working to reform old industries and promote more sustainable ones, to build local entrepreneurial capacity and to make sure the region’s resources benefit residents over the long haul.”

In Virginia and all throughout Appalachia, there are ongoing efforts to build more diverse and resilient economies that take advantage of the rich cultural history and breathtaking natural resources the region has to offer.  

Photo from: http://myswva.org/

The Crooked Road, Virginia’s Heritage Music Trail includes 10 counties, three cities, 10 towns, five regional planning districts, four state agencies, two tourism organizations and a large number of music venues. Although the trail is focused on the uniqueness and vitality of this region’s heritage music, it also includes outdoor recreational activities, museums, crafts and historic and cultural programs. ‘Round the Mountain has focused its efforts to promote sustainable economic development of the region’s communities by assisting local artisans with marketing, educational and entrepreneurial opportunities. These great initiatives are part of a larger strategy to reinvigorate the economies of Virginia.  The Southwest Virginia website is a great resource for everything related to this region.

Plan your trip and come learn about the people who lived in coal camps and company towns. See photos and quilts, listen to stories and oral histories, visit churches, cemeteries and museums in towns across our region and visit the buildings and communities which remain bear witness to our rich history.

Photo from: http://myswva.org/

Virginia’s Appalachian Trail Communities

The Appalachian Trail Community™ designation program is a new program of the Appalachian Trail Conservancy, designed to recognize communities that promote and protect the Appalachian Trail (A.T.). The program serves to assist communities with sustainable economic development through tourism and outdoor recreation while preserving and protecting the A.T.

Completed in 1937, the 2,180-mile-long Appalachian National Scenic Trail is one of the longest, continuously-marked footpaths in the world. It spans through 14 states, ranging from Georgia to Maine. Virginia is home to 544 miles of the Appalachian Trial, more miles than any other state! There are 20 Appalachian Trail communities, 10 of them are in Virginia. From north to south, these are: Front Royal, Harrisonburg, Waynesboro, Buena Vista, Glasgow, Troutville, Pearisburg, Bland, Abingdon and Damascus. This year, Abingdon, a VMS community, was designated an Appalachian Trail Community™.

“Our town has long offered a respite for the weary hiker,” Abingdon Mayor Ed Morgan said in a written statement announcing the designation. “The Virginia Creeper Trail, which begins in Abingdon, is a natural connector to the A.T.” The designation ceremonywas held on Sept. 11, 2012.  Abingdon now joins the cities of Harrisonburg and Waynesboro, both designated Virginia Main Street communities that have embraced their proximity to the trail in their economic restructuring efforts, creating programs that attract hikers to their downtowns, as well as providing amenities and activities that are tied to the A.T.

Front Royal, Buena Vista and Pearisburg are VMS Commercial Affiliates.

Nestled 18 miles west of the A.T in the Shenandoah Valley, Harrisonburg is filled with locally-owned restaurants, museums, art galleries and shops.  Harrisonburg offers special packages for A.T. Hikers to make their stay an easier and more pleasant one. During their annual Valley 4th celebration, hikers are invited to participate in the parade.

The City of Waynesboro is located three miles from the junction of Skyline Drive and the Blue Ridge Parkway. “The Appalachian Trail Conservancy’s community designation for Waynesboro strengthens the city’s effort in becoming a premier outdoor recreation destination,” stated Katie McElroy, Waynesboro’s tourism director. “The opening of the first phase of the South River Greenway is key to Waynesboro’s commitment to the outdoors,” explains C. Dwayne Jones, director of Waynesboro Parks and Recreation. 

Plan your Appalachian Trail adventure and stay, shop and dine in any of these great Virginia communities.

Tourism Benefits Virginia Main Streets

Festival in South Boston. Photo credit: David Hungate

Governor Bob McDonnell recently announced that visitors to Virginia generated $20.4 billion in revenue in 2011, an 8 percent increase from 2010. In 2011, tourism in Virginia supported 207,000 jobs, an increase of nearly 2 percent in employment, and provided more than $1.32 billion in state and local taxes. 

Virginia’s Main Streets are popular tourist destinations for their fabulous historic architecture, exceptional dining, locally-produced artisan crafted goods and great entertainment and celebrations. These communities are effectively incorporating a category of tourism called cultural heritage tourism, traveling that is done with the goal of experiencing places and activities that authentically represent the stories and people of a community, as an economic development strategy.

As demonstrated in the governor’s announcement, tourism is a powerful economic development tool. Tourism creates jobs, provides new business opportunities and strengthens local economies. When cultural heritage tourism development is done right, it helps to protect our nation’s natural and cultural treasures and improves the quality of life for residents and visitors alike.

 The National Trust for Historic Preservation suggests five guiding principles for sustainable cultural heritage tourism.

1.  Collaborate - Successful cultural heritage tourism programs bring together partners who may not have worked together in the past.
2. Find the fit – Successful programs are also realistic, based on the talents of specific people, as well as on specific attractions, accommodations and sources of support and enthusiasm.
3. Make cultural heritage sites come alive – The human drama of history is what visitors want to discover, not just names and dates. Make the message creative and exciting. 
4. Focus on quality and authenticity - The story of the authentic contributions previous generations have made to the history and culture of where you live is the one that will interest visitors because that is what distinguishes your area from every other place on earth. 
5. Preserve and protect – When your historic and cultural assets are at the heart of your plans to develop tourism, it is essential to protect them for the long term. By protecting the buildings, landscape or special places and qualities that attract visitors, you safeguard the future.

More information on sustainable cultural heritage tourism is available here. Generate a report detailing the impact of tourism on your community here.

Winchester’s Main Street Agriculture – Save the Date!

On Saturday, Oct. 6, Winchester’s downtown walking mall will be filled with excitement for local farms.

Farm Bureau is partnering with the Winchester Old Town Development Board, Winchester Main Street Foundation and Virginia Main Street program to produce an extraordinary community event promoting Frederick County agriculture and a renaissance in community life!

The purpose of the event is to educate and promote the importance of agriculture to Winchester/Frederick County residents while building community relationships that produce quality community life and local prosperity for farmers, businesses and residents.

The day will highlight Frederick County agriculture with farmers and vendors providing local foods, educational displays and activities for children. Look for downtown restaurants to offer “local plates,” meals featuring fresh, local produce, meats and dairy products. There will be cooking demonstrations, advice for gardeners and live animals. The George Washington Hotel will host a wine garden, and of course, there will be lots of fun for all!

For more information, visit Winchester’s Main Street Agriculture’s Facebook page.

A State Park Runs Through It

High Bridge Trail State Park sign in downtown Farmville
Source: http://www.flickr.com/photos/vadcr/7394255248/in/set-72157606893050811

The Designated Virginia Main Street community of Farmville has a unique asset that few other Main streets in Virginia, or probably the entire country, can claim.  Virginia’s newest state park, the linear 31-mile-long High Bridge Trail State Park, passes right through Farmville’s Main Street district. And the highlight of the trail, the 2,400-foot-long bridge that towers 125 feet over the Appomattox River, is an easy four and half mile bike ride from downtown Farmville. 

Historic High Bridge
Source: http://www.flickr.com/photos/vadcr/7394257216/in/set-72157606893050811

At the June 25 official opening of High Bridge, Governor Bob McDonnell reminded the audience that, “Virginia’s State Parks provide localities with an economic engine for tourism and recreation.” That statement is already proving true only months after the unofficial April opening of High Bridge. Visits to the park have nearly doubled from 86,000 in all of 2011 to 82,000 through May of 2012 – and you can bet that with the amazing views from High Bridge, it is sure to be a popular destination for viewing fall foliage. 

 With new state park facilities, the Longwood Center for the Visual Arts and great shops and restaurants in downtown, Farmville is sure to be a busy place this summer. For an introduction to High Bridge Trail State Park, check out the great video tour recently produced by Daytime Blue Ridge.

From Virginia to the World

Virginia exports are rebounding after significant declines in 2008 and 2009 during the recession, increasing by nearly 6 percent in 2011 to $18.1 billion, ranking it as the 25th-largest exporting state in the U.S.  More than 83 percent of the nearly 6,600 companies that are involved in international trade, both imports and exports, have fewer than 500 employees.

There are many good reasons to export: reduced dependence on the domestic market; diversified sources of revenue; extended sales potential and product shelf life of existing products; and stabilized seasonal markets and sales fluctuations, to name a few.  

“Given the specter of a jobless economic recovery and lagging consumer spending,” said Todd McCracken, president of NSBA, “exporting may be one of the few areas remaining where small businesses can grow right now.”

However, for smaller firms that don’t have many resources, the idea of sending goods overseas can be daunting. Exporting to foreign markets comes with an array of issues, such as completing mounds of paperwork and deciphering often-complicated customs rules.

“You have to understand all the nuances of exporting to other countries,” said Luz Hopewell, director of the Small Business Administration’s Office  of International Trade. “Sometimes if (a firm) doesn’t get the right license or doesn’t have the right paperwork, the product can be returned from the shipping docks.”

The Small Business Administration (SBA) provides resources for business owners who are evaluating exporting their products. These include the Export Business Planner  and U.S. Export Assistance Centers.  

Virginia has a deep history  of producing high-quality artisanal products including furniture, glass, musical instruments, jewelry, wines, grains and produce, among many others.

It is time to expand the export of these great products for the entire world to enjoy!

Gentlemen of the Road stopover in Bristol

Bristol, TN/VA is a unique place.  “Two States; One State of Mind” is their motto, but navigating two sets of  building regulations, garbage pickups, tax codes and general government type operations can get a bit confusing.

Famous Bristol Sign Across State Street

However, Christina Blevins, executive director of Believe in Bristol, Bristol’s Main Street organization, bridges the gaps everyday in a positive, energetic and infectious manner.

Her coalition’s building skills recently paid off when Mumford & Sons were looking at communities  in which to hold their traveling Gentlemen of the Road music festival.

Already known worldwide for the Rhythm & Roots Reunion and as the Birthplace of Country Music, Bristol had an inate attraction for the band.  However, the ability to coordinate the many moving parts that an all day outdoor festival requires, in addition to the evenings music selections across the street (and consequently across the state line), Bristol cinched the deal.

Already, Bristol is getting tons of press about this event, but the real lesson is to be prepared when opportunity knocks.  Keep building relationships, offer value to all of your partners, understand the needs of your stakeholders, offer assistance without reservation and become indespensible.

Read more about the festival here, here, here, here and here.  Discounted tickets are on sale June 1.

Tourism Marketing Grants Announced

Governor McDonnell recently announced that the Virginia Tourism Commission (VTC) will award $635,000 in matching grants to 35 local tourism initiatives.  The grants, which require a 3-to-1 match, will help local and regional entities attract visitors by leveraging local tourism marketing dollars.

Several designated Virginia Main Street (VMS) communities and their partners will receive grant funds. Some communities will use the funds to promote local festivals (Waynesboro – Virginia Fly Fishing and Wine Festival and Winchester – 85th annual Shenandoah Apple Blossom Festival). Others will promote driving trails (Harrisonburg & Luray – Shenandoah Music Trail), the Civil War (Farmville – Best Part of the Civil War – The End) and outdoor recreation (Harrisonburg, Staunton & Waynesboro – SVTA Outdoor Recreation and Family Traveling Marketing Campaign and Waynesboro & Abingdon – Virginia Appalachian Trail Smart Phone Application). Still others will use the funds for branding (Luray – Luray and Page County: So Much to Love) and comprehensive destination marketing, research and strategic planning (Abingdon). For a complete list of the funded projects, see the Governor’s announcement.  

Tourism is an important source of revenue and jobs in Virginia. In 2010, tourism generated $18.9 billion in revenue, provided $1.3 billion in state and local taxes and supported more than 204,000 jobs. 

“The VTC Marketing Leverage Grant program is an excellent resource … to boost tourism,” Alisa Bailey, president and CEO of the Virginia Tourism Corporation.  

The next round of Marketing Leverage Program grants will open Spring 2012. Localities interested in applying should visit www.vatc.org for more information.

Waynesboro Applying to Become Designated Appalachian Trail Community

Waynesboro City Council unanimously approved a resolution to support city staff in gaining recognition as an official Appalachian Trail Community on October 25, 2011.  This designation would officially recognize the ongoing partnership between the city of Waynesboro and the Appalachian Trail Conservancy and provide the city with promotional and economic development support.  Benefits of this designation are numerous and Waynesboro is the perfect fit.  As Waynesboro Downtown Development Inc.’s Executive Director Kimberly Watters noted, downtown is already very hiker-friendly, and the city’s trail angel program receives rave reviews  from hikers year after year.

Harrisonburg and VMS affiliate Pearisburg are two of only three communities in Virginia with this designation, and VMS looks forward to adding Waynesboro to this list.  Other communities along the Appalachian Trail should consider applying to be a designated community as well. This brochure and application lays out all the benefits of partnering with the Appalachian Trail Conservancy.

A Call to Promotion – Tourism on the Rise in VA

“Tourism is an instant revenue generator and job creator for Virginia, which is why I continue to advocate for more resources for tourism marketing.  Smart investments in tourism provide economic benefits to communities across the Commonwealth and good jobs for our citizens.” – Gov. Bob McDonnell

According to a press release issued by the Governor’s office on October 12, the Virginia Tourism Corporation is reporting  large increases in tourism revenue for the Commonwealth from both domestic and international visitors. This is hopeful news about the potential positive economic impacts that could be headed to Main Street Communities across Virginia if they are ready to heed the call to promotion. 

First, check out the most recent economic impact data for your locality by using this handy search function provided by the Virginia Tourism Corporation.  This tool will allow you to break down travelers expenditures and view the revenue generated through tourism in your locality.  Then, contact Wirt Confroy (wconfroy@virginia.org; (804)545-5552), director of partnership marketing outreach at the Virginia Tourism Corporation. Ask how your community may be able to access grant funding, tourism-development gap funding or gain assistance with a tourism plan to increase your promotional efforts to a statewide level.  For more detailed information on all of the resources and assistance at your disposal, check out the “Virginia Tourism Corporation Strategic Marketing Plan FY12.”