Adventure Tourism Workshop Agenda and Regional Updates

ADVENTURE TOURISM Entrepreneur and Small Business Workshop

ADVENTURE TOURISM WORKSHOP Welcome

Mark Caruso
Norton City Council

Agenda
Agenda
ADVENTURE TOURISM WORKSHOP

Registration
Welcome
Dignitary Comments
Regional Tourism Development Updates
Break
Hatfield McCoy Trail System Update
Adventure Tourism Business Panel Discussion
Roundtable Lunch
Business in the Commonwealth
How to Start and Operate a Business
Growing your Business
Break
Marketing Strategies
Financing/Managing Resources
Tourism Start up Financing
Other Available resources
Upcoming Educational Opportunities
Conclusion/Surveys

Entrepreneur and Small Business Workshop
ADVENTURE TOURISM Our Sponsors

Buchanan County Dickenson County Lee County Spearhead
Russell County Scott County Tazewell County
Trailblazers

Wise County City of Norton Area Towns
Community Leaders

Special Guests
Mary Rae Carter
ADVENTURE TOURISM

Deputy Secretary of Commerce and Trade
for Rural Economic Development


Randy Rose
The Virginia Tourism Corporation

Regional Tourism Development Update
• Heartwood – Todd Christensen, SWHCC Director
ADVENTURE TOURISM

• Crooked Road – Jonathan Romeo, Interim Exec. Director

• ‘Round the Mountain’ – Diana Blackburn, Exec. Director

• Virginia Coal Heritage Trail – Linda Tate, Chair

• Wilderness Road – Joy Nihil, DBWTA President

• Heart of Appalachia – Rita Surratt, Chair

• Spearhead Trails – Mark Caruso, SRRA Vice Chair

• Fish Va. First – Randy Rose, VTC Dev. Specialist

Southwest Virginia Cultural Heritage Commission
ADVENTURE TOURISM

Todd Christensen
HEARTWOOD

ADVENTURE TOURISM Crooked Road

Jonathan Romeo
The Crooked Road

ADVENTURE TOURISM Round the Mountain

Diana B. Blackburn
‘Round the Mountain

ADVENTURE TOURISM WORKSHOP Our Sponsors

Virginia Department of Business
Assistance

ADVENTURE TOURISM Virginia Coal Heritage Trail

Linda Tate
Virginia Coal Heritage Trail


People Inc.
Our Sponsors

ADVENTURE TOURISM Wilderness Road

Joy Nihil
The Wilderness Road


Lenowisco Planning District
Commission

ADVENTURE TOURISM Heart of Appalachia Tourism Authority

Rita Surratt
Heart of Appalachia Tourism
Authority

Heart of Appalachia Tourism Authority

Established in 1993 by the General Assembly as a
Regional Tourism Development Authority for the
LENOWISCO and Cumberland Plateau Districts.
The Code provides that the Authority(Heart of
Appalachia) shall promote, expand and develop as a
whole the tourism industries of the seven counties and
one city within these Planning Districts


Established in 1993 by the General Assembly as a
Regional Tourism Development Authority for the
LENOWISCO and Cumberland Plateau Districts.
The Code provides that the Authority(Heart of
Appalachia) shall promote, expand and develop as
a whole the tourism industries of the seven
counties and one city within these Planning
Districts

 Counties of: Dickenson, Lee, Scott, Buchanan, Russell,
Tazewell, Wise and City of Norton in Southwest Virginia

Each county/city in the Heart of Appalachia Region is unique. We
have wonderful parks, beautiful scenic mountains, rivers and
streams, hiking, biking, fishing, traditional mountain music, A
cultural heritage full of interesting historical facts, not to mention all
the talented artisans in our region. The Heart of Appalachia region
is a great place for starting a Tourism related Business.

Board of Directors 2010
 Rita Surratt, Chair, Dickenson County
 Stan Botts, Jr., Vice Chair, Wise County
 Linda Tate, Treasurer, Russell County
 Joan Yates, Secretary, Tazewell County
 Mary Belcher, Buchanan County
 Marty Hagy, City of Norton
 Sue Rosenbalm, Lee County
 Shawn Becker, Scott County
 Personnel: Samantha Landingham, Office Manager

Heart of Appalachia Tourism
Authority Office Location
 In 2008, the Heart of Appalachia Tourism Authority
relocated to the Oxbow Center in St. Paul as a temporary
location.
 In 2008, Lou Wallace offered Heart of Appalachia Tourism
Authority Free Rental Space in her building on Russell
Street in St. Paul.
 The Authority relocated and is currently in the St. Paul
location on 16625 Russell Street

Projects 2008,2009,2010

 Virginia Coal Heritage Trail – HOATA has been the Lead
Organization Partner since its beginning
Designated by the Virginia General Assembly as the Virginia
Coal Heritage Trail, An official Virginia Byway in July 2007.
Presently Seeking National Byway Designation
 VTC agreed to fund Corridor Management Plan
 HOATA sponsored $500. for each locality to help with
funding for the Corridor Management Plan

Heart of Appalachia Projects
 2008, Contracted Jason Stidham from Appalachian
Communications to update website.
 Co-op ads with the Crooked Road and Round the
Mountain in Virginia Travel Guide for 2009 and 2010
 Full page ad in the new 2009/2010 Crooked Road Travel
Guide
 Contracted Jim Stallard’s Studio to design and print a new
Heart of Appalachia Logo and Brochure for 2010.

HOATA Projects continued:
 Developed Group Tour Itinerary Sheet for Blue Ridge
Travel Association to insert in their marketing media.
 Developed Retractable Banner for Heart of Appalachia in
order to display at meetings, conferences, etc.
 Developed Rack Card of Heart of Appalachia to be placed
in visitor’s centers, Tourism destinations and sent out for
requests until new brochure is developed.
 Tear off map being designed and ready for print in 2010.

Sample of our Rack Card and Retractable Banner

Regional Agritourism Conference and
Tour of Mountain Rose Vineyards

Heart of Appalachia Tourism Authority sponsored
all the seven Coalfield Counties and City of
Norton with a $500 sponsorship in order to be on
this trail.
Press Release: April 29,2009
Fish Virginia Fishing First Tourism Initiative
Unveiled LIVE on ESPN Outdoors
www.fishvirginiafirst.com

The Great Eastern Trail:
The Heart of Appalachia Board of Directors voted to help with
getting a portion “the Southern Loop” of the Great Eastern Trail
into the counties of Dickenson, Buchanan and Tazewell.

Spearhead Trails
Heart of Appalachia has been involved from the initial stage in
planning for development of an ATV Trail now called the
Spearhead Trails in the Heart of Appalachia region. Several of
our board members are on the Spearhead Trailblazers
committee and meet periodically.

Heart of Appalachia Tourism Authority is working with the following
Organizations to help in the Marketing of
Southwest Virginia:
•The Crooked Road “Virginia’s Music Trail”
•Round the Mountain-Southwest Virginia’s Artisan Trails
•Virginia Tourism Corporation
•Great Eastern Trail
•Virginia Coal Heritage Trail
•Spearhead Trails
•Wilderness Road
•Fish Virginia First
•Tourism Committees in Each County & City in Heart of Appalachia
Region
•Blue Ridge Travel Association
•Heartwood- Southwest Virginia’s Artisan Gateway

Outdoor Adventure Tourism Business
Opportunities in the HOA Region:
•Tour guides- fishing, kayaking, hiking, etc.
•Bike Rentals- Bike Repair shops, Canoe , raft rentals, Sporting
goods store
•Sandwich/coffee shops
•Ice Cream/Shaved Ice vendors
•Bed and Breakfast or Cottage Rentals
• Tour bus/van
•Contact local Chambers of Commerce, Small Business
Development Centers at local community colleges, Virginia
Tourism Corporation and Virginia’s Department of Business
Assistance for information.

 Extensive Marketing Campaign to bring visitors to our region
Ads in Magazines, VA Travel Guide, Crooked Road Travel
Guide
Developing new Brochure showcasing Heart of Appalachia Region
Developing Tear Off Map to be distributed regionally
Social Media Promotion
Building New Website
Partnering with other Organizations to market region:
Virginia Tourism Corporation, Blue Ridge Travel Association,
Chambers of Commerce, Heartwood, Crooked Road, Round the
Mountain, etc.
Educational Workshops such as Customer Service Training,
Business Start-up, Social Media, Agri-tourism
Encouraging Visitors to come to our region, stay a few days, spend a
a lot of money at your business!

We want to see you succeed in your business!

Heart of Appalachia Tourism Authority
16625 Russell Street
P.O. Box 186
St. Paul, Virginia 24283
Samantha Landingham, Office
Manager/Tourism Coordinator
(276) 762-0011
www.heartofappalachia.com
Email: info@heartofappalachia.com

Presentation by: Rita Surratt, Chair, Heart of
Appalachia Tourism Authority


Cumberland Plateau
Planning District Commission

Spearhead Trails
SOUTHWEST REGIONAL RECREATION
ADVENTURE TOURISM

AUTHORITY
Ready for the next Step!

Multi-Use Trails
for
Adventure Tourism
and
Economic Development

ADVENTURE TOURISM Spearhead Trails

Mark Caruso
Southwest Regional Recreation
Authority

Spearhead Trails
SOUTHWEST REGIONAL RECREATION AUTHORITY
ADVENTURE TOURISM

15.2-6016. Southwest Regional Recreation
Authority established.

We are created by statute to establish,
operate, and maintain public, multiple use,
recreational trails and related facilities that are
part of the Southwest Regional Recreation
Area, also known as the Spearhead
Trails.

We are governed by a board of directors that
includes appointed representatives of the
following jurisdictions in Southwest Virginia:

Spearhead Trails
ADVENTURE TOURISM

Tazewell Dickenson City of Buchanan
Wise Co. Russell Co. Scott Co. Lee Co.
Co. Co. Norton Co.

Appointed SRRA
Non-Voting Board
Board Members

Spearhead Trails Executive
Director
TRAILBLAZERS
Steering
Committee

Equestrian Biking

Motorized Hiking

Fishing Waterway

ADVENTURE TOURISM Spearhead Trails

SRRA
Board

Executive
Director
(FT)

Chief Trail Operations Marketing Office and HR
Director Director Director
Public Safety
(FT) (FT) (FT)
(FT)
Admin Asst.
Rangers Field Tech. HEO Interns
(PT)
(FT/PT) (PT) (PT)
Marketing Retail Sales
Asst. Manager
(PT) (PT)

Spearhead Trails
ADVENTURE TOURISM

Feasibility Study & Comprehensive Plan

In April 2009, through grants from the Virginia Tobacco Indemnification and Revitalization Commission and the
Motorcycle Industry Council/Specialty Vehicle Institute of America, the Southwest Regional Recreation Authority (SRRA)
hired "We Make Things Happen" (WMTH) Corporation to complete a feasibility study and develop a comprehensive plan
for the Spearhead Trails initiative.

Summit Engineering developed maps and provided assistance.

Spearhead Trails
ADVENTURE TOURISM

1. Facilitate recreational trails development that will
Create economic opportunities for local businesses.

2. We will seek cooperative easements on tracts of private
land to create public use trails.

3. We will work with public land holders to assist in the
development of trails on public lands that have economic
potential for local communities.

Spearhead Trails
ADVENTURE TOURISM

Near Perfect Existing
Land Owner / Topographic Patterns

We have hundreds of miles of coal, gas, and
timber roads; yet we do not have one mile of
trails for public motorized recreation

Spearhead Trails
ADVENTURE TOURISM

Three Regional Initiatives

Spearhead Trails
ADVENTURE TOURISM

Economic Impact: Horseback Riding
Knott County KY Annual Trail Ride
10,000 people and 7,000 riders this
year!

Economic Impact on the
Region:
0ver $2.3 million

This could be happening in SW Virginia

Spearhead Trails
ADVENTURE TOURISM

Economic Impact: Canoeing & Boating

The Meramec River in Missouri
attracts over 8,000 people on a
given weekend

This could be happening along the Clinch River in Scott, Russell and
Wise counties and along the Powell River in the southern portion of
Lee County.

Spearhead Trails
ADVENTURE TOURISM

Economic Impact: Birding & Wildlife
Virginia has the best and most
complete Wildlife & Birding Trail
System!

A small town in Texas marketed bird watching which
resulted in 160 new jobs and
a 28% increase in sales tax!
SW Virginia could include wildlife viewing as part of all their
trails and set themselves apart from others.

Spearhead Trails
ADVENTURE TOURISM

Black Mountain Trails in East Kentucky

The Evarts Trail Head has seen 5 ATV shops open up, 14 new
log cabins built, 2 new RV/camps, 31 rental homes and
apartments, 3 new restaurants, 2 new car washes, 2 new
restaurants, and 61.5 new jobs created.

Spearhead Trails
ADVENTURE TOURISM

Economic Impact: Off-Road Vehicles

Hatfield-McCoy ATV Trail System is
bringing $$’s and creating jobs in
West Virginia!

Southwest Regional Recreation Authority (SRRA) could
potentially generate over a $ million
in permit fees and $ millions $ in economic output for the
local communities

Spearhead Trails
ADVENTURE TOURISM

This could be happening in SW Virginia

Spearhead Trails
ADVENTURE TOURISM

Southwest Virginia has
tremendous potential to
become
“A Trail
Destination”
for OHV riders horseback
riders, bikers, hikers, canoeists,
naturalists and others.

Spearhead Trails
ADVENTURE TOURISM

The Spearhead Trail System
could bring an additional
$30 million to local economies
at a time
when economic growth
is desperately needed.

Spearhead Trails
ADVENTURE TOURISM

The Spearhead Trail System
has the potential to bring
200,000 visitors to the region
and to create
300 to 500 new jobs!

Spearhead Trails
ADVENTURE TOURISM

 Acquire Operational and Capital Start up Funds

 Establish Spearhead Trails Executive Director Position

 Establish Landowner Agreements (Cooperative Easements)
 100-300 miles

 Conduct entrepreneur workshops throughout the region for
Adventure Tourism :

 Conduct Hands On Trail Building workshops

 Develop Spearhead Trails Operational Policies and Business Plan

 Facilitate Business Development in SWVA

Spearhead Trails
ADVENTURE TOURISM

 Hire Key Spearhead Trails Staff

 Develop and Implement a Marketing Plan

 Open Multiuse Trails Throughout the Region

 Work with Public Land Holders to Restore or Create New Trails


Heart of Appalachia
Tourism Authority

ADVENTURE TOURISM Fish Virginia First

Randy Rose
Fish Virginia First

Fish Virginia First Marketing

• Website (fishvirginiafirst.com)
• Brochures
• Advertising
• Television Component
• Tournament Sponsorship
• Public Relations
• Trade Shows

To Stay Updated:
Contact your Destination Marketing Organization
(DMO) or locality leadership. DMO contact
information for Virginia can be found on:

www.vatc.org (website)
http://www.vatc.org/csir/dmolist.asp (direct link)


Wise County

ADVENTURE TOURISM The Hatfield-McCoy Trail System

Bill Reed
SAM Events and Lodging

Adventure Tourism Entrepreneurs

Developing Economic Growth
Through Outdoor Recreation

Case Study #1
The Hatfield McCoy Trail System and Southern West
Virginia

The History of Hatfield McCoy
• The idea of a large multi-use trail system in southern West Virginia
was brought about in the early 1992
• The concept didn’t concentrate on just a trail system, the plan was
for it to be an economic development engine for the suffering
southern coal counties.
• After several community meetings and test group trail rides in an
effort to raise awareness and enthusiasm. An economic impact
study was done and in 1996 the Hatfield McCoy Development
Coalition was formed.
• The purpose of this coalition was to raise funds, gain participation
from the land owners and to create the Hatfield McCoy Regional
Recreation Authority.
• In 1997 the first employees were hired and trail inventory and
design began.
• In October of 2000, The first 300 miles of trail were opened.

We Are…
• A Unique Public Project Managing Over 300,000 Acres of Private Land
• More than 500 Mile Trail System open to ATVs, ROV’s, Off-Road
Motorcycles, Mountain Bikers, Hikers, & Equestrian Users
• Averaging 100+ miles of new Trail every two years
• Located in the nine southern counties of
West Virginia: Bone, Lincoln, Logan, Kanawha, Mercer, Mingo,
McDowell, Wayne and Wyoming

Primary Goals
• To open over 2000 miles of world-class interconnected trails
throughout southern West Virginia.

• To provide a positive economic impact within the nine county
project area.

• To provide a SAFE recreational experience for each user of the
Hatfield-McCoy Trails

• Preserve riding areas for OHV use.

• To communicate to our users the value and quality of our sponsor’s
product to the motorized vehicle market.

Hatfield-McCoy Trail Visitorship

• Hatfield-McCoy Trails is the #1 fast growing outdoor
recreation tourist destination in the State of West Virginia.
• In 2007, Nearly 25,000 Hatfield-McCoy Trail User Permits
were sold to the public.
• In 2008, an estimated 26,500 trail riders will visit the
Hatfield-McCoy Trails.
• Visitors stay on average of 3 days or more in Southern West
Virginia.
• In 2007, Hatfield-McCoy Trails will have nearly 80,000 visitor
days on the trails. (26,500 visitors x 3 days per visit)

Extreme Trails…
Extreme Growth
• 2009 User Permit Types
• WV Resident- $26.50 w/tax
• Non-Resident- $50.00 w/tax

• Permit Sales Snapshot
• September 2001 – 404
• September 2003- 1,449
• September 2005- 2,152
• September 2007- 2,635

Ridership by State
• State Percent of Total
• Ohio 21%
• West Virginia 20%
• North Carolina 11%
• Pennsylvania 11%
• Virginia 8%
• Other States 29%
11.00% Ohio
11.00%
8.00%
West Virginia
20.00%
North Carolina

Pennsylvania
29.00%
21.00% Virginia

Other States
•Hatfield-McCoy Has Hosted Visitors from All Fifty States and
Nine Foreign Countries

Our Markets
•West Virginia is within 500 miles of 60% of the United States
population

•Top Five Markets

Source: U.S. Census Bureau

Percentage of Days Spent in
Hatfield-McCoy Country
•One Day 9.2%
•Two Days 4.2%
•Three Days 19.0%
•Four Days 16.9%
•Five Days 13.4%
•6 to 9 Days 23.2%
•10 Days or More 14.1%

* Information collected from the Hatfield-McCoy Survey Card
** Source “Soaring to New Heights, WV Division of Tourism Three-Year Plan.”

Amount Visitors Spend Per
$0-$150
Trip
21%
$151-$250 27.5%
$251-$500 32.7%
$500-$1000 11.7%
$1000 + 7.1%

51.5% of Visitors Spend Between $250 - $1000+ per trip
11.70% 7.10%

$0-$100
21.00%
$101-$250
32.70%
$251-$500
27.50%
$500-1000

Over $1000

*Information collected from the Hatfield-McCoy Survey Card

Riders Likelihood to Return

Very Likely 83.4%
Somewhat Likely 14.3%
Not Very Likely 1.3%
Not Likely At All 0.8%
Will Not Return 0.2%


Miles Traveled To Trails
Heaven
-One Way-


Case Study #2

Gilbert, West Virginia

The History of
Gilbert, West Virginia

• Gilbert WV is a small town in the southwest quadrant of West Virginia with a total land mass of 1.1
square miles.

• In 2000, Gilbert WV had a population of 417 people.

• Although the population has not seen a tremendous
increase over the past nine years, Gilbert WV has experienced a tremendous growth in both tax
revenue and infrastructure due primarily (if not exclusively) to the establishment of a Hatfield &
McCoy ATV Trailhead within their community.

• In October of 2000, the Hatfield & McCoy Browning Fork Trailhead opened in Gilbert WV and now
provides access to over 100 miles of OHV trails connecting Gilbert WV to Man WV which (as a crow
flies) are less than 15 miles apart.

• In the Spring of 2001, an ordinance was passed in the City of Gilbert declaring itself OHV friendly,
allowing both ATV’s and dirt bikes to travel into town on major thoroughfares including Hwy 52
which has become a huge economic boom for the community.

• Prior to HMT, Gilbert WV had just 16 lodging rooms, a couple small restaurants and gas stations,
and not much else. Even the local grocery store was struggling to keep its doors open.

Present Day
Gilbert, WV
• Within eight years of the trailhead opening, Gilbert WV now boasts 130
lodging rooms and more being built, numerous restaurants, a cinema, a
grocery store, four pharmacies, two car washes, a large campground, 3
powersports stores and two auto repair shops.

• The Spearhead Trails System will be very similar to the
Hatfield McCoy Trail System.
• It is in the same geographic area, it has very similar
demographics and will share a lot of the same rules
and regulations.
• It does differ in that it will offer some adventure
tourism experiences that HMT doesn’t
– Rock climbing
– Wildlife viewing
– Blueway activities
– Driving Tours

What types of economic opportunities can Adventure Tourism
bring to an area?

There are three basic NEEDS…

Places to eat can include anything
including convenient stores,

Fast Food Restaurants,

Local family type restaurants,

or themed restaurants.

Lodging is the most vital “need”, and has several different
options from motels,

Cabins

Remodeled older Houses

Campgrounds

Bed and Breakfast

I think this one is for sale………

Supplies
•No matter what the type of adventure activity, they all need to have supplies available
for their vacation.

• Gas is probably the most important “need”.

Every type of adventure activity has its own unique supplies or gear. Adventure tourist will
always forget some of their gear or be willing to purchase new gear while on vacation.

One thing to remember, a vacation is one of the few times a year that most people will
spend money because they WANT to!

Specialty shops can be as large as this
welcome center and outfitter supply shop
at Carolina Adventure World.

It can also be as simple as this mobile
tack shop at a horse trail Ride in
Kentucky.

Wants

Tourist want things to do in addition to their primary activity.

They are looking for things to do in the evenings or for the rest of
the family to do when Dad is out riding.

Some ideas to consider are:
•Music or other similar entertainment
•Craft shops
•Putt putt golf
•Go cart tracks
•Museum
•Golf
•Spa
•Movies

Tips for Successful Business
•Develop a plan for your business and stick with it. Don’t try to be everything or
sell everything. It takes time to grow a new business and generate a clientele.

•Contract out specialized services or products

•Be patient and plan on a lot of financial and personal labor involvement.

•Provide your customers with the highest quality service or product that you
possibly can.

•Know your service or product.

•Treat your customers better then the way that you expect to be treated as a
customer.

•Listen and consider the comments or suggestions from your customers and
employees.

•Attorneys and accountants are somewhat expensive but well worth it.

The number one asset that you new business will
have is your employees.

Provide your employees with leadership instead
of management

You will get a tremendous amount more out of an employee that wants to work for you rather
than feeling like they have to work for you.

The New Land of Adventure
Economic Opportunity

Adventure Tourism Business Panel Discussion
Shawn Hash - Tangent Outfitters (River / Biking / Outfitter – Guide)
ADVENTURE TOURISM

Shawn Hash
Tangent Outfitters


The Virginia Tourism Corporation

Linda Hayes - The Inn at River Bend (Lodging)
ADVENTURE TOURISM

Linda Hayes
The Inn at River Bend

Tom Horsh (Biking / Shuttle / Outfitters, Lodging)
ADVENTURE TOURISM

Tom Horsh
Bike/Shuttle/Outfitter


Spearhead Trails

Donnie Turner – Carroll County & Blue Cat on the New (River / Biking Outfitter / Guide)
ADVENTURE TOURISM

Donnie Turner
Blue Cat on the New

Mountain Creek Mountain Rustic Resort
ADVENTURE TOURISM

Diane Phillips
Meadow Creek Mountain Rustic
Resort

Entrepreneur and Small Business Workshop
ADVENTURE TOURISM Thanks again to our Sponsors

Buchanan County Dickenson County Lee County Spearhead
Russell County Scott County Tazewell County
Trailblazers

Wise County City of Norton Area Towns
Community Leaders

Adventure Tourism Workshop Agenda and Regional Updates

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