By Samantha Cart
Outdoor adventure is the backbone of tourism in the Mountain State. A study done by Longwoods International on behalf of the West Virginia Division of Tourism reported that the state’s 2014 tourism advertising campaign generated 1.5 million trips to West Virginia, $180.9 million in visitor spending and $13 million in state and local taxes. West Virginia’s strengths when compared to its competitors in the study included the beauty of the mountains and the opportunities for whitewater rafting, hunting, hiking, camping, canoeing, kayaking, skiing and snowboarding.
The state is home to a variety of successful outdoor adventure resorts, but in order to grow, these businesses must continually think outside the box to compete with other resorts and other states’ tourism industries. In an effort to cultivate a world-class experience, West Virginia’s resorts are constantly planning ahead, adding new attractions while trying to create a unique image that sets them apart.
Ace Adventure Resort, located in Fayette County, WV, has responded to these demands by adding a world-record-holding zip line, but the thing that most sets the resort apart is its adventure park and lake. “Our lake has completely changed our business and our resort’s feel,” says Heidi Prior, marketing director for Ace. “Visit Ace’s lake any day in the middle of summer, and the sound of laughter and splashes will be very noticeable. The lake is now the heart of the resort, and we saw huge growth in 2015 because of its contagious fun. Folks now come to Ace for the lake and then come back for other activities. It used to be the other way around. We are proud that we adapted to the changing outdoor market. We are not just a river outfitter anymore. We are a 1,500-acre resort.”
While rafting has his
torically been the biggest draw for Adventures on the Gorge (AOTG) in Fayette County, WV, this resort has also worked to diversify its activities in recent years. By merging its legacy companies—Class VI-Mountain River, Rivermen and Songer—and adding aerial activities, climbing, biking, paintball, restaurants and new cabins, AOTG has doubled its revenue growth and number of visitors.
“The last thing we want is for our guests to grow bored,” says Angela Sundstrom, marketing coordinator for AOTG. “The ideas of adventure seeking and challenging comfort zones seem to be gaining popularity, especially among millennials. This can only benefit AOTG and West Virginia overall. Our guest visit time has increased by approximately one night simply based on the variety of activities available. Adding more lodging options each year is one of the main things we do to increase length of stay. We consistently do not have enough lodging during the height of our season, so guests are forced to stay elsewhere or decide not to come at all. The fact that we have also become a destination for weddings makes lodging a continuous investment.”
Across the board, skiing and snow tubing resorts such as Snowshoe Mountain Resort, Timberline Four Seasons Resort and Canaan Valley Resort State Park have all invested in new snowmaking technology and equipment due to the unseasonably warm winters the Mountain State has experienced over the past few years. “In this past offseason alone, we spent nearly half a million dollars on new, innovative snowmaking equipment for our most legendary slope, Cupp Run,” says Krysty Ronchetti, a public relations representative for Snowshoe.
Timberline Four Seasons Resort added 21 new snow guns this season to increase their snowmaking capabilities by 30 percent. Because of this addition, Timberline was one of the only resorts open in the Southeast in December.
Ashland Resort in Northfolk, WV, is the largest campground in the Hatfield-McCoy Trail System and offers top-notch experiences for ATV and dirt bike enthusiasts. To draw more people to their resort, managers David and Julie Teasdale are building larger accommodations. “Over the last nine and a half years, we have grown at a rate of about 10-20 percent per year,” says David. “We are continuing to build more lodging options to fill the supply and demand and offer amenities that our guests desire.” These new amenities include additional RV sites, new stores and more services such as Wi-Fi and cable TV.
Many resorts throughout the state have added additional lodging in the past few years as a result of the increased demand for local, unique vacation destinations. “We have increased 300 percent because we added three new lodges that are fully booked in-season,” says Vivian Livingood, owner of Livingood Lodging in Gilbert, WV. “We offer percentage discounts when people stay six days or longer, and we also offer a free night if we have no other guests coming in. People remember this kind gesture and increase their number of days on return trips. We’ve found the best way to increase numbers is to offer superb hospitality.” Livingood Lodging also offers direct access to the Hatfield-McCoy Trail System and hosts the national TrailFest each fall with more than 5,000 people in attendance.
Aside from adding new attractions and adapting to the changing market, another great way West Virginia resorts are thriving is by creating meaningful partnerships. Thanks to its great accommodations and ideal location, Elk Springs Resort & Fly Shop’s out-of-state growth has increased 90 percent in the past three years. The resort has a strong partnership with surrounding attractions, including Snowshoe Mountain Resort, the Raven Golf Club, Cass Scenic Railroad and the Cranberry Glades—all of which are within a 20-minute drive. “Being centrally located, we partner with other businesses to answer one of the biggest questions we get, which is, ‘What can my wife and kids do while I fish?’” says Tracy McClain, marketing manager for Elk Springs. “In return, we are their official fly fishing guides, so we send each other business.” To keep up with their increasing numbers, Elk Springs is planning to add horseback riding, snowmobile riding and cross-country skiing to its repertoire.
The road to continued success for West Virginia’s outdoor adventure resorts is the ability to constantly adapt and change. “I often call Ace a great metaphor for West Virginia,” says Prior. “It can be a little rough around the edges, but it’s full of hard workers who keep on keeping on despite the challenges our area, industry and economy have faced. And we love reminding West Virginians that their backyard is the rest of the outdoor world’s envy.”
