Local tourism remains strong,
despite rising gas prices
While many tourism spots around the world are suffering the effects of an economic downturn, the Rockbridge area may be able to avert disaster, a local tourism official said. High gas prices may affect turnout to some attractions, said Jean Clark, who runs the Lexington Visitor Center and serves on the Rockbridge Regional Tourism Board, but she believes the Rockbridge area has an economic model that can outlast a recession.
Wealthy retirees make up a large part of local tourism, said Clark. Those tourists often make repeat visits. Some even choose to retire here.
Clark said there is a direct correlation between tourism and retirement. The typical visitor to the Rockbridge area, she said, is a well-educated "empty nester."
Clark said tourism and retirement are sustainable as a model of economic development, citing successes in Abingdon, Va., and in Florida. Clark said areas that cater to retirees and tourists often charge a transfer tax to support education.
The tax is a one-time charge assessed when someone moves into the locality.
Lexington, Buena Vista and Rockbridge County all charge a local-option sales tax in addition to the state sales tax. The local tax is assessed on food and lodging purchases, as well as other tourism-related expenses.
Active retirees also help keep the tourism businesses thriving, said Michael Lynn, director of the Stonewall Jackson House. Much of the staff during the week is made up of volunteers from the community.
Tourism has a sizable impact on the Rockbridge area economy. Travelers spent between 6 and 10 percent more in the Rockbridge area from 2005 to 2006, according to the latest available date from the Virginia Tourism Corp.
Clark said while the Rockbridge area frequently attracts repeat visitors, historic sites have trouble enticing repeat business.
Those sites, such as the Stonewall Jackson House, rely heavily on school field trips.
Lynn said there has been a slump so far this year. The Stonewall Jackson House is operated by a nonprofit organization that receives little state or federal funding.
When the economy struggles, said Lynn, not only do fewer visitors come, but those who do come spend less money.
Stonewall Jackson is mentioned on Virginia's standardized tests, and that helps keep the buses coming, Lynn said.
While Lynn's site depends on schools for business, others are turning to their natural surroundings for ideas.
John Roberts owns and operates Llewellyn Lodge, a bed and breakfast in Lexington. Roberts said emphasizing activities such as his guided fishing and hiking trips is a good way to keep visitors interested. He said he tries to build his business around "recession-proof" demographics, such as families and corporate recruiters visiting local colleges. Roberts said the number of guests is down a bit this year, but, he said, he expects it to improve.
"The small-town historic experience is important to a lot of people," Roberts said, noting that many of his customers are from the Washington, D.C. metro area.
Scenery and history are two main attractions for visitors. Clayton and Kristi Bryant of Dallas were celebrating their honeymoon in Rockbridge County this week. They said they were looking for something different from the beach scene, and that they enjoyed the mountains and historic sites.
"Everything's preserved so well," Kristi Bryant said.
Clark said balanced zoning is important to protect the scenic uniqueness of the area. Rockbridge County currently has more land in conservation easements than any other county in Virginia. Land easements prevent a property from being developed, keeping it in its natural state.
Produced by
Washington and Lee
journalism students.
Lead Supervisors:
Prof. Brian
Richardson
Prof. Phylissa
Mitchell
Editing supervisor:
Prof. Pamela Luecke
Technical supervisor: Michael Todd