The Shadow
LOW MOOR - A strategy to help the Alleghany Highlands grow its tourism industry was outlined Monday night.
“The Alleghany Highlands Tourism Assessment and Marketing Strategy” was presented to community leaders and business representatives at the Alleghany County governmental complex in Low Moor.
The report, commissioned by The Alleghany Foundation, was conducted by Chmura Economics and Analytics in Richmond and OCG-International in Maitland, Fla.
The report shows that Alleghany County and Clifton Forge need to capitalize more on tourism, which is a growing industry in the region.
Tourism represents 8 percent of overall employment in the region. Leslie Peterson of Chmura Economics and Analytics said that the region is overly dependant on manufacturing for employment. Trends, she said, indicate that employment and population will continue to decline in the near future and tourism can help inject life into the economy.
“We hope the information presented here this evening will lay the groundwork to bring more tourism to the Highlands,” Peterson said.
Joe Lathrop, who founded OCG in 1986, recommended that the Alleghany Highlands Chamber of Commerce be designated as a destination market organization. Destination market organizations are commonly known as convention and visitor’s bureaus, he said.
As a DMO, the chamber of commerce would have two separate budgets. In addition to the $100,000 operational budget, an additional $150,000 should be dedicated annually for tourism, he said.
A tourism advisory council would be established to provide the chamber with tourism marketing strategy and leadership to the chamber of commerce.
The marketing strategy, Lathrop said, should focus on tourism assets that are unique to the Highlands, such as scenic beauty, outdoor recreation, Humpback Bridge, railroad heritage and amateur sports.
He said primary emphasis on marketing the Highlands to prospective tourists should be placed on developing a state-of-the-art Web site.
“Ninety percent of all travelers now plan on the Internet,” Lathrop said.
The Web site would likely cost $50,000 to $75,000 to develop with annual upkeep ranging from $25,000 to $50,000.
“All of your destination assets should go on the Web site,” Lathrop said. “The site should also have the ability to book business in the area.”
He said the Highlands also needs to develop a destination visitor guide devoted excusively to tourism.
“The current Alleghany Living publication that is used now is not crafted for the visitor,” he said.
Lathrop also cited a need for an easily accessible visitor’s center that has clear signage, and booking capabilities.
“Neither downtown [Covington or Clifton Forge] meets the accessibility standard,” he said.
While the Highlands is not being adequately marketed to prospective visitors, Peterson said tourism is still growing in the region.
A recent survey of 60 visitors showed that 72 percent came to the Highlands for leisure activities. The survey further indicated that outdoor scenery and outdoor recreation are two of the main drawing cards for the region.
Nevertheless, visitors who participated in the survey said there is a lack of available lodging, particularly bed and breakfasts, in the Highlands. Visitors also cited a need for more restaurants.
Teresa Hammond, executive director of the Alleghany Highlands Chamber of Commerce, said the Alleghany County Board of Supervisors and Covington City Council will be asked to approve resolutions designating the chamber as a destination marketing organization.
Hammond said legislation being considered by the Virginia General Assembly could potentially provide the chamber with more financial resources to market the area to tourists.
The legislation, introduced by Del. Jim Shuler, D-Blacksburg, would give Alleghany County and Covington the option of increasing their transient occupancy taxes on lodging. The tax in each locality is now 2 percent.
If Alleghany County raises its transient occupant tax above 2 percent, state law requires that the additional revenue be earmarked for tourism. Currently, all money collected from the transient occupancy tax goes to the county’s general fund.
Covington, on the other hand, would have to agree to designate any additional revenues from the tax for tourism. Cities are not required by state law to designate revenues above the 2 percent level toward tourism.
Peterson said copies of the report presented Monday night will be available in the near future.
