Southern West Virginia’s Tourism Boom
By Jean Hardiman
Tourism has always been a critical piece of West Virginia’s economy. But amidst the COVID-19 pandemic, it’s been nothing less than a lifesaver, especially in Southern West Virginia, where fresh air and the wild, natural beauty of the mountains have come back in a big way.
The appeal of the terrain, rivers, locally owned eateries, parks, resorts and adventure attractions is not news to the people of Southern West Virginia. However, hardworking businesses and development teams are more than happy to see the many folks from within West Virginia and beyond discovering their worth and seeking a break from the pandemic blues here in the Mountain State. It has not only bolstered the region’s economy but has given it a boost when so many businesses are struggling like never before.
Hit the Trails
One significant success story is the Hatfield McCoy Trail System, which grew 15.1% in 2020, with 8,700 new riders and a total ridership of 65,000 for the year, according to Executive Director Jeffrey Lusk.
“Many of these guests were actually first-time riders who had not visited the system before,” he says. “The COVID-19 pandemic has pushed individuals to look outdoors for their next vacation, and the Hatfield McCoy Trails was a huge beneficiary in this change.”
When the trail system finishes 100 miles of new terrain in Wayne and Lincoln counties, there will be a total of 900 miles of open all-terrain vehicle (ATV), utility terrain vehicle, off-road vehicle and dirt bike trails in the Hatfield McCoy Trail System, with future projects planned in Boone, Kanawha and Wayne counties.
Some people might not think of riding trails as an economic development catalyst, but they are wrong, says Lusk.
“Most people don’t realize that the Hatfield McCoy Regional Recreation Authority is a multi-county economic development agency,” he says. “We utilize tourism around motorized ATV recreation as our economic development tool. The sole purpose of this project is to create a tourism destination that provides opportunities for entrepreneurs to open businesses. That is the sole driving reason we do everything we do.”
With all the riders, new accommodations are desperately needed.
“Multiple new resorts are in the works, expanding or have opened along the trail over the past 18 months,” says Lusk. “They have added new cabins and campsites to Logan, McDowell, Mingo, Mercer and Wyoming counties. The projects have been as small as the addition of three to six cabins to fully blown resorts with 30 cabins and on-site restaurants. This development has continued despite the pandemic, and entrepreneurs, utilizing resources funded by an Appalachian Regional Commission (ARC) POWER grant to the Hatfield McCoy Trails, developed business plans and received capital to move forward on their projects during this trying time for the trails and tourism in West Virginia.”
The ARC POWER grant provided technical assistance as well, and a partnership with the Natural Capital Investment Fund—another ARC POWER recipient—helped entrepreneurs secure the necessary risk capital to move their projects forward.
Plan a Staycation
When people visit West Virginia once, there is a good chance they’ll come back, according to Lisa Strader, director of Visit Southern West Virginia.
“The beauty, the outdoors, the history and the hospitality will make a first time visitor a return visitor,” she says. “I always tell people if they love the outdoors, they will love Southern West Virginia, from our parks and scenic overlooks to our outdoor adventures. You can hike, bike, off road, raft, climb, take a scenic drive or visit an overlook.”
As each piece of the tourism puzzle grows, vacationers are likely to find something else they love about West Virginia while here.
“One thing I’ve always found extremely interesting is that our history is firmly interlaced with our adventures,” says Strader. “From the history of our rivers to the relics left behind by the coal and rail industries, you get a glimpse of the past as you travel our roads, hike our trails or float in our rivers. Add in amazing lodging and local dining opportunities, and you have yourself a tremendous vacation away from crowds to a very drivable destination that will exceed your expectations.”
One of Strader’s biggest joys in the tourism industry is watching newcomers discover the gems of West Virginia; however, staycations for natives traveling within the state increased tremendously throughout 2020 as well. Hiking, fishing and picnicking were newly appreciated, and West Virginia seized its moment.
“After Governor Justice re-opened lodging, gave in-state residents a discount at state parks and extended free fishing, we began to see an even bigger increase in staycations,” says Strader. “This was definitely a gift to our West Virginia residents, and we hope it inspired them to stay home and see what West Virginia has to offer.”
Take in Small-Town Charm
Another element that draws people to West Virginia is small-town charm. One of the state’s most celebrated offerings, The Greenbrier, continues its role as a prime destination in Southern West Virginia in the small town of White Sulphur Springs.
For those who have never visited Greenbrier County, it can be described simply as unexpected, according to Valerie Pritt, communications manager for the Greenbrier County Convention & Visitors Bureau.
“The Greenbrier Valley offers a world-class luxury resort, a thriving foodie scene, rich cultural experiences and a plethora of outdoor activities,” she says.
The city of White Sulphur Springs is experiencing a renaissance, as Main Street shops are filling up. Close to 10 businesses have opened since late 2019, and a few more are on the way. The former White Sulphur Springs High School will soon open as The Schoolhouse Hotel, a boutique hotel, which will have 30 fully accessible rooms with full amenities. It’s being funded with help from the Disability Opportunity Fund. A local hardware store is also reopening with Big Draft Brewing, The Local and Cross Creek on Main all under one roof.
Meanwhile, White Sulphur Springs is showcasing its position as the southern entrance to the Monongahela National Forest, near the Greenbrier State Forest and the Greenbrier River Trail, a playground of hiking and biking trails with some great streams for fishing, according to Pritt. White Sulphur Springs has benefited from the Mon Forest Towns Partnership, which started four years ago to encourage the towns within the forest to work together to promote the forest’s attractions.
Start a New Business
Wyoming County is another area of the state that is making permanent upgrades to attract new businesses while helping its current businesses weather the pandemic with its small business relief fund through the ARC.
“There has been a recent growth in entrepreneurship in Wyoming County,” says Christy Laxton, executive director of the Wyoming County Economic Development Authority. “We have seen an increase in restaurants and lodging before and during the pandemic.”
In October, Wyoming County opened its first four-lane highway, the Coalfields Expressway, which has increased traffic flow. This year, it is marketing the new Barkers Creek Industrial Park near the expressway to provide opportunities for businesses with 11 acres and room for buildings from 2,800 to 50,000 square feet.
Meanwhile, a new kayaking business, as well as the Hatfield McCoy Trails, are attracting tourists that fill the new restaurants and lodging.
West Virginia certainly fits the bill for what travelers will be searching for in the immediate future, according to Strader.
“We have small towns, small crowds, a lot of outdoor opportunities and incredible lodging and dining options. Add in the recent designation of the New River Gorge National Park and Preserve, and we feel our future is bright in the tourism industry,” she says. “We are optimistic that along with this designation, we will see expansion in parking areas and infrastructure in high-trafficked areas and that an eventual increase in visitation will equal an increase in opportunities for our current and future businesses.”
