Tourism initiative targets Grayson, Mount Rogers region

Regional "brand," economic development planned

 

By Amy Boucher

INDEPENDENCE -- Developing new activities for visitors and helping them find the hidden treasures of the Mount Rogers region, as well as giving the region a catchy name, are among the goals of an economic development initiative being guided by the Mount Rogers Planning District Commission.

Senior Planner Brian Reed and Gavin Blevins of the MRPDC outlined the initiative Tuesday afternoon at a public meeting in Independence attended by six members of the public, two county employees and a reporter.

Among the catchy "brand" names on a list circulated at the meeting were "Mountain Sanctuary" and "Grand Adventure Unleashed." Reed said a management team would need to come up with a better name. "Mount Rogers Area" was suggested, as well as "Sky Islands."

Half of the $80,000 in grant funds expected for the project will go to consultants for help with branding, marketing and small business enhancement.

The area is bounded by Glade Spring, Saltville, Chilhowie, Marion, Rural Retreat, Independence, and Damascus, and includes the towns of Troutdale and Konnarock, Grayson Highlands State Park, a large part of the Mount Rogers National Recreation Area and parts of Grayson and Smyth counties.

Reed said the idea began in Troutdale, when the town applied for a Community Development Block Grant to improve housing. Council members partnered with a group called Appalachian Spring and "we started brainstorming," Reed said. The intent is "to develop a regional brand and promote economic development through the natural assets in the Mount Rogers region," according to information distributed at the meeting, and "to discuss the idea of regional coordination to promote opportunities to develop outdoor related businesses and market the region to outdoor enthusiasts across the United States."

Damascus is serving as the grantee and the project won a Department of Housing and Community Development grant of $5,000 in early April, which led to this and other public meetings across the region.

Reed and Blevins also are compiling a list of recreation businesses and sites along with photos. Reed said seven of the eight towns in the region are working on downtown revitalization and they all serve as "gateways to key outdoor recreation assets."

They've collected brochures from every spot they've visited -- "the amount of paper is just mind-boggling" -- and Blevins plans to put the information in a spreadsheet which could be used to make a Web site or an app for portable devices.

The inventory phase will be complete by May 28, after which the Department of Housing and Community Development will hold a facilitated planning meeting in a central location for all interested parties across the region to develop a plan of action. The department will grant another $35,000 "to hire professional consultants to work with the localities, the management team, private businesses and other stakeholders to help develop a regional brand and marketing strategy."

Appalachian Spring will kick in another $15,000 for consultants.

None of those grants can be used for implementation of any project, Reed said, but he will be seeking another $20,000 from the Virginia Department of Tourism and $20,000 from the state for "building entrepreneurial economies."

One enormous need in the region is signs to direct visitors to businesses and attractions, but Reed said that the state requires anyone who wants to erect a sign to purchase it through a private company called Virginia Logos. He said the signs are almost prohibitively expensive and some require a recurring placement fee.

Area Ranger Beth Merz of the National Recreation Area told Reed that the NRA had to pay $5,000 for a sign that said "Camping."

Reed said he really needs input from business owners about how to market the area. He is hoping they will volunteer to serve on the management team or at least attend the facilitated planning meeting.

The list of possible regional names came from Kitty Barker at Virginia Tourism, but Reed said, "It needs something simple, kind of like 'The Crooked Road.'"

Gary Greer, who owns Creeper Trail Bike Rental in Whitetop, said 250,000 people a year come to visit the Virginia Creeper Trail, but don't stick around to discover the rest of the area.

"We want to change that," Reed said.

Many people ask what else they can do after spending half a day on the Creeper Trail, Greer said.

Mary Young, who owns a farm and vacation rental house in Grayson, said she keeps a big notebook for her guests full of brochures and information about the area.

Grayson's director of planning and community development, Elaine Holeton, stressed that whatever plan the effort develops has to be sustainable, after the grant money is gone. Someone will have to keep up with the assets, she said.

Reed agreed. Even with a Web site, "Who's gonna maintain it?... Do you set up a board? A non-profit?"

Scott Jackson-Ricketts of the Blue Ridge Discovery Center said that the region has to have a social media presence.

Holeton noted the impending opening of a zipline business in Whitetop is an example of "this whole concept of giving more things for people to do." A single marketing entity could offer visitors information about the Museum of the Middle Appalachians in Saltville, the 1908 Courthouse in Independence and the Settler's Museum in Atkins.

"The other thing that we really want to see out of this is small business development," said Reed.

"I think people are more open to tourism [business] ideas now," Greer noted.

Holeton said sustaining tourism businesses through the winter months is "a big challenge we can't ignore."

"That's a problem Damascus has had for a decade," Reed agreed.

Greer said the area could market its music in the winter.

"Marion's doing moonshine," said Reed. The town has the state's only legal moonshine distillery.

"What are the things that we are missing?" asked Jackson-Ricketts. The Blue Ridge Discovery Center has a science-based, brick-and-mortar educational center as its goal.

Reed was very enthusiastic about a suggestion to convert the old Mount Rogers School into such a facility, and said it might qualify for tax credits like the conversion of the old Marion High School into the Wayne Henderson School of Appalachian Music. "Music's been beat to death but nobody's addressed the naturalist side of things.. That's an awesome idea."

Geocaching and bouldering are among other activities pursued by visitors.

Grayson building official Jimmy Moss said the region needs more convenience stores to serve horseback riders and motorcyclists.

Greer said the region needs more visitor centers and Holeton suggested that information could be distributed through country stores.

Holeton asked the business owners, "What's missing?"

Jackson-Ricketts said, "Coordinating what is already available."

Reed said that the Department of Housing and Community Development will require at least a five-year work plan.