Craig County, VA



centertop00Tourism Development Plan | Building Our Tourism Economy The Craig County Strategy-2286002730500-35242581280Developed with assistance by:400000Developed with assistance by: Officially Adopted on:11/05/2015Contents TOC \o "1-3" \h \z \u Acknowledgments PAGEREF _Toc407704224 \h 1Background PAGEREF _Toc407704225 \h 1Situational Analysis – Premier Tourism Assets and Lures PAGEREF _Toc407704226 \h 3Situational Analysis - Target Customers/Tourists PAGEREF _Toc407704227 \h 4Situational Analysis - SWOT PAGEREF _Toc407704228 \h 4Mission Statement PAGEREF _Toc407704229 \h 5Vision Statement5Values5Terms & Definitions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Goals6Strategies, Targets, and Measure6Goal One – Improve Tourism Product Offerings7Goal Two – Build up Tourism Infrastructure Pillars9Goal Three – Enhance Tourism Partnerships10Goal Four - Maximize Tourism Promotions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11 Goal Five - Improve Tourism Programs and Policies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 Conclusion PAGEREF _Toc407704237 \h 14Appendix15Location Profile - Geographic & Historical Perspective16Location Profile - Tourism Program - Funding17Location Profile – Tourism Assets17Tourism Assets - Attractions17Tourism Assets - Cultural/Historical18Tourism Assets – Events, Shopping, Lodging19 4019550568960400000AcknowledgmentsThis updated tourism development plan is the result of detailed discussion and valuable input by the Craig County Tourism Commission and other area stakeholders, all interested in the future of Craig County. Because of the extensive amount of time and effort they have dedicated to the development of this plan, extensive gratitude is expressed to all involved on behalf of the County of Craig, including but not limited to:NameBusiness/OrganizationPhillip SpenceThe EmporiumPete FrenchThorvin, Inc.Jacob DellingerMichael’s Videography/VDOTDiane GivensCraig County Tourism Clay GoodmanCraig County AdministratorAndy AllenVCE – CraigDr. Jackie R.S. TaylorCraig County Historical SocietyAmy BrysonCraig County Tourism CommissionRandall Rose, Senior Development Specialist with the Virginia Tourism Corporation (VTC) Partnership Marketing division, facilitated the strategic planning process and drafted this document with the assistance and input of the Tourism Commission and other participating stake holders. Final edits were conducted by members of the Commission.BackgroundCraig County’s tourism activity is managed by a volunteer Tourism Commission, consisting of representatives from each magisterial district of the County who are appointed by the county Board of Supervisors. Established bylaws of the Commission are in place and enforced by the Board of Supervisors.Volunteers currently serving on the Tourism Commission are: Diane Givens, Chair; Pete French, Secretary; members Ann Harrell, Erica Jones, Sue Bostic, Connie Moody, Amy Bryson, Phil Spence, Andy Allen, Adam Gentry, and Jacob Dellinger.The implementation of transient and occupancy tax collections has allowed for some tourism promotion of the County, but that promotion has been*minimal because of the small number of taxable lodging establishments. Despite this limited funding, tourism commission members, county leaders and staff, and other volunteers achieved the following results prior to 2007:A successful Redbud Festival was held for two years - April 2002 and May 2003. It was discontinued due to lack of continuing interest and weather issues.An Ecotourism Market Trend study was completed by the Canaan Valley Institute.A rails-to-trails effort to turn an old railroad bed into a walking and biking trail was proposed. Due to large public opposition, the project has not been implemented.A Birding Trail was identified and mentioned in an aviary publication.In May of 2006, Lisa Campbell, chairman of the Commission, contacted the Tourism Development Division of VTC to seek assistance with the development of a tourism plan for the county. After multiple discussions with Randall Rose of VTC, the Commission officially agreed to participate in a strategic planning process, facilitated by Mr. Rose. During the fall of 2006, four planning sessions were conducted as a key component of the process to develop the initial tourism plan for Craig County. Participants included Commission members and other area stakeholders.In December of 2006, planning team members were provided all the notes that resulted from the previously conducted sessions for review and comment. In early January 2007, a draft of that plan was provided for review and comment. On January 24th, 2007, a final meeting was held when final changes were discussed and approved. The Tourism Plan was ultimately submitted to the Craig County Board of Supervisors for review and their approval in September 2007.The following events have taken place since 2007:The Craig County oval in fall colors was developed as the primary logo 2008The brown tri-fold brochure was printed twice (2500 copies in 2009, 2000 in2011)Visitor Center set up at county library – wall rack, two outdoor signs & kiosk with literature rack.Partnership entered with Alleghany, Bath, and Highland Counties (VWH): 2008Hiking Trail Guide 201132- page printed Visitor’s Guide 2014VWH Artisan Trail 2012 website 2010Development and printing of county road map (2012 10,000 copies)Welcome road signs installed at county entrances by Beautification Comm.Partnerships with Fish Va First and RVCVBCompletion of first leg of Greenway Trail 2012Organization of Craig County Business AssociationMaintenance of Fairgrounds by volunteer AssociationConstruction of Field of DreamsExpansion of to spring, 2015Prepper’s Festivals & Cruise-InsInitiation of Barn Quilt Trail 2014In the summer of 2014, Commission leaders reviewed the 2007 Plan to determine that a majority of the strategies, targets, and measures were achieved and or required evaluation. At that time, Mr. Rose was contacted by Amy Bryson, Commission Chair, and asked to assist with the development of an updated plan to guide tourism development into the next two to five year period. On the evenings of October 28th and November 10th, Mr. Rose led sessions that reviewed the past plan, but primarily gathered input for future tourism ideas and priorities. This plan was reviewed by the Commission on Jan. 13, 2015, changes noted, and the revised plan distributed to additional stakeholders.All the individuals listed in the Acknowledgments section of this document participated in at least one of the planning sessions, and will hereafter be known as the “planning team”. 21139158799830001309370162115500276034559753500122809029781500Situational AnalysisAs a key component of the planning process, the planning team conducted a situational analysis to help determine the goals and strategies of this plan. The analysis required the planning team to determine tourism assets, target customers, strengths, weaknesses, opportunities, and threats. Following is the result of the analysis:Situational Analysis – Premier Tourism Assets and LuresA thorough inventory of all tourism related assets in Craig County has been completed as part of the planning process and is included in the appendix of this document. However, following is a list of the premier tourism assets within Craig County, as identified by the planning team. These are the premier assets that are assumed to be the primary visitor lures in the area, and those most likely to be featured as primary visitor lures, marketing selling points, etc. Mountains/Natural Assets - During a key input session exercise, it became evident that most stakeholders believe that the mountains, valleys, streams, and natural environment of the area are the primary visitor draw overall. From outdoor experiences to scenic drives, to pertinent cultural experiences, mountains and natural assets are the apparent primary asset for Craig County. Virginia’s recently completed DRIVE Tourism Development Plan validates this observation on the regional level. The rural and slower-paced visitor experience was also noted as part of the appeal of the area, especially to urban and suburban area markets. Additionally, the following specific assets and lures were determined:In Paint BankDepot LodgeSwinging Bridge RestaurantPaint Bank General StoreTingler’s MillState Trout HatcheryHollow Hill FarmIn New CastleNew Castle Historical District Craig County Historical Society Museum – Old Brick HotelTwo Restored Log CabinsGenealogy LibraryCraig County CourthouseThe EmporiumArtisan CenterThe Greenway TrailIn Craig CountyWashington/Jefferson National Forest – hiking, biking, camping, fishing, hunting, ATV trails, off-Road SUV Trails, shooting range, Fenwick MinesAppalachian Trail access424434012128500Wilderness Adventure at Eagle LandingBlue Ridge Soaring SocietyHang gliding opportunitiesScenic Drives & Byways (615, 311, 42)Agri-tourism Farm ExperiencesLocal, Family, and Historic CemeteriesFairgroundsField of Dreams1983105875474500Situational Analysis - Target Customers/TouristsThe following list of target customers were identified by the planning team as individuals or groups that are identified to have an interest in visiting Craig County based on review of the assets/tourism sites within the County:369760514287500Outdoor EnthusiastsHuntersGlider PilotsBird WatchersFishermen Bikers – motorcyclists and bicyclistsEquestrian enthusiastsHikers PhotographersFamiliesUniversity Sports Fans (Virginia Tech)Sports FansCamp Parents/GuardiansGenealogistsGeologistsReal Estate ProspectsHistory BuffsScenic Drivers/Leaf PeepersEvent AttendeesAgritourism VisitorsThru-Travelers (authentic-experience seekers)Music LoversFoodies/Culinary/OrganicWilderness ExperiencesSituational Analysis - SWOT The discussion and identification of SWOT - S (Strengths) W (Weaknesses) O (Opportunities) and T (Threats) was used as a key method in developing this plan for Craig County. Strengths and Weaknesses are mainly internal factors, while Opportunities and Threats are primarily external factors. Most goals and strategies are spawned from SWOT discussion and consideration. 3111500118110WeaknessesNo Paid Professional Tourism Staff Lack of LodgingLimited Hiker Resources (Near Appalachian Trail)Limited Local/Private Funding for TourismLimited Marketing Efforts In PlaceLimited Workforce Industry TrainingLimited Parking In Downtown AreasNo Formal Farmers Market LocationLimited Access to Waterways00WeaknessesNo Paid Professional Tourism Staff Lack of LodgingLimited Hiker Resources (Near Appalachian Trail)Limited Local/Private Funding for TourismLimited Marketing Efforts In PlaceLimited Workforce Industry TrainingLimited Parking In Downtown AreasNo Formal Farmers Market LocationLimited Access to WaterwaysStrengthsMain Street Destination Landscape/National Forest/Scenic ViewsPro-tourism LeadersUnique OpportunitiesAppalachian TrailGeographic Location Available WorkforceHigh Speed Internet Influx of New Residents (Investment)3245485123190ThreatsRegional CompetitionLimited Highway Capacity & Potential for CongestionNo Big or Anchor Attraction No Instant-Success Past EventsLoss of Tax Revenue due to Programs Like Air B&BLack of Various Types of Long-Range Planning00ThreatsRegional CompetitionLimited Highway Capacity & Potential for CongestionNo Big or Anchor Attraction No Instant-Success Past EventsLoss of Tax Revenue due to Programs Like Air B&BLack of Various Types of Long-Range PlanningPartnerships/Regional NetworksExpanding Target Audiences: birders, bikers,etc.Local Spirit of Self SufficiencyTown/County CooperationPartnership with VWHSuccessful marketing of Paint BankHealth-care Center1971040882078500OpportunitiesLocation on Through Highways Proximity to large markets in all directions Border Populous Regions – Possible Overflow TouristsHiking/Fishing Guiding Services (Outfitters)Anchor Attraction DevelopmentUtilization of Virginia Tourism Corporation ServicesInternet – “Gateway to the World”Virginia Tech AssistanceLocal Talent/CultureLeverage Partnership with neighboring areasDevelopment of Tourism Zones4298315444500Continuation of Development Planning CountywidePotential Partnership with School SystemRecruit Retirees as VolunteersEvaluate Film Opportunities for CountyUse of Programs Like Air B&B to Help With Shortfall in LodgingLearn More About Historic District DesignationsMore Stakeholder GatheringsMore Theme Tours, Such as ChurchesOpportunity to Refresh History (Living History, Tours, Etc.)Mission, Vision, and ValuesDuring the process of developing this plan, the planning team gave careful consideration and conducted in-depth discussion regarding the tourism mission and vision for the future of Craig County. During that discussion, reoccurring and validated thoughts, phrases, and words were combined into the following profound statements:Mission StatementTo maximize economic development by promoting tourism* to enhance quality of life while retaining our culture and the natural beauty of the area. Vision StatementTo be nationally recognized as a premier Virginia County with unique culture, history, and outdoor recreation opportunities. ValuesDuring the implementation of this plan and during all future work toward the development of tourism in Craig County, the Tourism Commission will respect the following determined values: Preservation of Cultural Resources and Historic PlacesPreservation of Natural Resources/Protection of the EnvironmentSafety for Residents and VisitorsMaintaining Sense of Community/Rural AtmosphereRespect of Private Property Rights1864360878205000Terms & Definitions:Goals: Broad statements of measurable outcomes to be achieved on behalf of customersInitiatives/Tasks: Specific programs, strategies, and activities that l help meet performance targetsMeasures: Meaningful indicators that assess progress towards accomplishment of goals and objectives Mission Statement: Statement of purpose; fundamental reason for an organization’s/tourism effort and existenceObjective: Statements of what must be done well or barriers that must be overcome to achieve a specific goalOpportunities: Factors or situations that exist beyond the organization that may have a favorable effect on it; opposite of threatsStrengths: Resources or capabilities that can be used to accomplish a desired mission.Target: The numerical value of the performance measure you hope to achieveTarget Customers/Tourists: Any person, group or organization receiving that will utilize your tourism related product(s) and/or service(s)Threats: Factors or situations that exist beyond the organization that can negatively affect it; opposite of opportunityTourism Assets: Any tourism related product, attraction, site, or promotional effort that is of interest to target customers/touristsVision Statement: A word picture of the future that the organization/tourism effort intends ultimately to become or to influenceWeaknesses: Deficiencies in resources or capabilities that hinder your ability to be successfulGoalsProduct | Pillars | Partnerships | Promotions | Policies The goals of this plan are framed to coincide with the objectives of DRIVE Tourism: Virginia’s State Tourism Development Plan, available for viewing at stp. Many of the established goals for Craig County are in accordance or are validated by the DRIVE Tourism’s Products, Pillars, Partnerships, Promotions, and Policies objectives, as noted in the following.Strategies, Targets, and MeasureEach goal includes specific strategies, targets, and measures. Utilizing the marked measures and targets will result in significant progress and potential achievement of each identified strategy.1953895873252000Goal One – Improve Tourism Product OfferingsSituational Analysis - General Observations:Fenwick Mines Day Use Area should be enhanced to improve visitor experience. Improved signage is needed, geology research done and disseminated, etc. Continued creation and expansion of more accessible bike and horse trails Farm-to-table dining is a great opportunity for areaWilderness experiences should be expandedRefreshing history experiences through tours, guides, and living history would enhance visitor experience (heritage tourism)Two-Year / Short Term Strategies, Targets and MeasuresStrategyTarget/MeasureDateResp. partyDevelop and enhance trail experiences – Fenwick MinesDevelop and enhance biking and equestrian trails including parking improvements, etcMarch 2017National Forest, CCTC, Equestrian Support GroupsImprove downtown experience, including visitor impression; enhance town as a destination Improve signage & way-finding.Control litterContinue beautification Expand shopping/dining experiences with special emphasis on businesses that offer local/American products.Overall development plan completed by July 2016, with a majority of plan implemented or in process by March 2017County, Town, CCTC, CC Business AssociationDevelop a permanent farmer’s market location that serves as a multi-purpose venue. Location determined and secured by March 2016, construction started by March 2017Town, CCTC, agriculture sectorInstall parking lot corner of Main and Middle Streets March 2017VDOT, TownDevelop an inn/lodge at corner of Middle & Main Streets ; project would consider zoning, incentives, design, developer recruitment, employment, etc. December 2016Town, IDADevelop literature for day trips and theme tours (guided and non-guided) such as churches, barns,cemeteries, etcDetermine potential tours, prioritize, and develop as feasibleDaytrip info available by summer 2015; one more every 6 monthsCCTC, Historical SocietyEncourage the development of other tourism related businesses including a bike shop, farm-to-table restaurant, etc.Develop gap analysis and strategy to recruit entrepreneurs/developers including but not limited to a business development opportunity document, workshops, incentive packages, etc.August 2016CCTC, Town, state agencies1924050875982500Five Year / Long Term Strategies & InitiativesWork to attract major events/performances to Craig CountyDevelop a plan to allow the Hotel-Museum to be open multiple days of week Determine feasibility of hostel at Appalachian Trail crossing in the county Completion of greenway and bike trail from New Castle to Field of Dreams Determine feasibility of developing additional fishing and kayaking facilities on county creeks. Develop equestrian camps and infrastructure at Fenwick Mines and Bald Mt.Encourage unique and brand complimenting lodging throughout countyDevelop long-term downtown enhancement plan including removal of above ground utilities, addition of aesthetically appropriate lighting, etc. while maintaining historical ambiance of storefronts (reword?)Enforce litter and property maintenance codes (reword this)Strategy ValidationMany of the previous strategies and initiatives are validated and coincide with the DRIVE Tourism plan (State Tourism Development Plan) including but not limited to the following DRIVE Tourism plan strategies:Improve directions and access to directions for visitorsDevelop, maintain, and expand outdoor trails and water trailsSeek and maintain designations for National Scenic Byways and the Virginia Scenic Byways and Scenic DrivesContinue to develop and enhance outdoor experiences at parks, forests, recreation areas, nature areas, and preservesDevelop and enhance accommodations related to outdoor experiencesLeverage Virginia's waterfront areas11804654762500312547047625001884045891222500Goal Two – Build up Tourism Infrastructure PillarsSituational Analysis - General Observations:Limited parking in some visitor areasLimited public restrooms and potable water at attractions and visitor areasLimited staff for visitor services, tourism program, etc.Two-Year / Short Term Strategies, Targets and MeasuresStrategyTarget/MeasureDateResponsible PartyImprove public parking1.Develop priority list of parking needs 2. Develop and implement improvement planDecember 2015December 2017CCTC, town, countyImprove, reopen and/or open visitor areas near natural assets Determine and prioritize potential camping areas (public/private) and support developmentDecember 2015National Forest Service, VDOT, CCTC, CountyImprove public access to fishing streams, trails, etc.Prioritizing opportunities and develop plan to address prioritiesMarch 2017National Forest Service, VDOT, CCTC, CountyPromote scenic viewsenhance Route 42 & 311 overlooks March 2017VDOT, CCTC, CountyImprove visitor’s centerEstablish consistent hours including weekends and other requirements to begin to meet state certified center guidelines.March of 2016CCTC, County, VTCFive-Year / Long Term Strategies & InitiativesCompletion of overall public access and natural assets development planRefurbish visitor center complete with state certificationImplement formal/staffed (paid) tourism program Strategy ValidationRelated DRIVE Tourism plan strategies:Initiate concerted strategy to improve road transportation for tourism Ensure signage and visitor information is visible and available through multiple pointsEnhance training and education of tourism workforce1914525879284500Goal Three – Enhance Tourism PartnershipsSituational Analysis - General Observations:Opportunity to expand/strengthen partnershipsNeed more stakeholder gatheringsEvents through partnerships hold great possibilityNeed to utilize assistance and programs through state agenciesOpportunity to strengthen National Forest partnershipTwo-Year / Short Term Strategies, Targets and MeasuresStrategyTarget/MeasureDateResponsible PartyUtilize partnerships to conduct special events, visitors services and amenities, etc. to attract and retain visitorsDevelop feasible list of potential event partnerships including farm-to-table meals, music performances, etc. and implement new events2016CCTCEncourage local partnership and cooperationForm special interest groups (equestrian, agritourism, food coop, film, etc.) to focus on local & visitor interestsJanuary 2016CCTCConduct all-inclusive quarterly local tourism stakeholder gatherings to include update on implementation of this plan, input session, and networkingCCTC, Stakeholders, county and town leadersUtilize partnerships to encourage entrepreneurship and business developmentForm a business development advisory group of investors, including development of workshop/counseling seriesCounty, IDA, CC Business Association, applicable state agenciesEnhance regional and statewide partnerships including Virginia’s Western Highlands, New River Valley, Greenbrier County, Roanoke CVB, Fish Virginia First, Artisan Trails, etcDevelop priority list of collaboration opportunities/meetings and follow-through schedule including but not limited to a focus on byway, trails, etc. development and marketing. Ensure that Craig County is represented at partner meetings and in partner promotions.On-goingCCTC2030730872998000Five-Year / Long Term Strategies & InitiativesDevelop relationships with national organizations and foundations such as Glidden, trail organizations, Appalachian Trail Conservancy, Sport Utility groups, etc.Strategy ValidationRelated DRIVE Tourism plan strategies:Create and strengthen tourism organizationsDevelop and enhance communication and partnering among Virginia tourism industry stakeholdersGoal Four – Maximize Tourism PromotionsSituational Analysis - General Observations:Need tourism stakeholder gatherings focused on marketing/promotionsWebsite needs to be updated/enhancedOverall marketing plan needs to be developedTwo-Year / Short Term Strategies, Targets and MeasuresStrategyTarget/MeasureDateResponsible PartyUtilize marketing & promotions to reach potential visitors and increase visitor expenditures; focus on scenic beauty, small-town charm and outdoor adventure.Develop overall tourism marketing plan and prioritize strategies to include updating/enhancing website, developing a digital/social media strategy, television, radio, etc.July 2015Implement by Jan 2016CCTC, County, TownPrioritize and develop a series of visitor maps/guides and promotions Focus on visitor experiences such as a downtown map/guide of must see’s, trails guide, churches, barn quilts, equestrian opportunities, outdoor recreation treasure hunts, etc.March 2017CCTC, County, Town, Historical SocietyDevelop local advocacy promotions/campaign to increase local interest and support of tourism development to help grow Craig County’s economy, improve quality of life, and help preserve the heritage and culture of the areaCreative strategies such as utilizing regional radio stations, newspaper, and other print media; creation of Craig County promo items such as t-shirts, hats, stickers, etc.; development of welcome packet for newcomers, March 2017CCTC1928495874014000Five-Year / Long Term Strategies & InitiativesWork with the RVCVB, VTC, VWH, etc. to host travel writer and familiarization toursPartner with adjoining localities, VTC, etc. to reach additional/broader visitor markets through opportunities beyond basic partnership services including but not limited to social media, digital marketing, group tours, film, etc. Evaluate all partner marketing opportunities and expand/enhance to fully leverage partnership Complete a professional branding review of current Craig County logo, images, messaging, etc.Develop theme weekends to draw visitors to area on target weekends, such as treasure/scavenger hunts, geocaching, outdoor related, crafts, etc. Work with partners to develop contests/promotions that give exposure of Craig County and assets (gas card, lodging, etc. giveaways) to new/expanding marketsStrategy ValidationRelated DRIVE Tourism plan strategies:Communicate and inform local and state government officials on tourism benefits and initiatives. Communicate and inform tourism industry stakeholders, including partners, the business economy, and residents on tourism initiatives and benefits2149475-16637000174625-31178500161925929640001853565870204000Goal Five – Improve Tourism Programs and PoliciesSituational Analysis - General Observations:Funding for tourism is limitedTourism program staffing/capacity is extremely limited – all volunteer and amateur.There may be areas of New Castle and Craig where types of tourism business development would be more appropriate than others.Two-Year / Short Term Strategies, Targets and MeasuresStrategyTarget/MeasureDateResponsible PartyFind feasible strategies to fund tourism development and marketing programs Develop and prioritize list of feasible funding strategies including consideration of meals and lodging taxes, review of other tourism program funding models, private sector investment, etcMarch 2017CCTC, County, TownDetermine geographic target areas for specific tourism business opportunities and support growth/development in those areasConsider development of tourism zones in target areas to support entrepreneurship and business developmentZones created by March 2017 if feasible and supported locallyCounty, IDA, CC Business AssociationFive-Year / Long Term Strategies & InitiativesDetermine if overall zoning in county/towns will benefit tourism, business development, citizen quality of life, etc. Evaluate possibility of having historic site designations of various places in the county, including but not limited to Fenwick Mines, historic homes, and other sitesEstablish formal tourism program with staff, funding, etc.Implement formal Craig County business development programEvaluate other policies and laws that impact tourism and business development, including trail parking/user fees, merchant’s capital tax, etc. Strategy ValidationRelated DRIVE Tourism plan strategies:Continue to evaluate policies which encourage an attractive tourism business environmentExplore establishment of assistance program for tourism businessesEnforce policy for use of tourism tax revenues collected by localitiesTourism education and training programs are continued and enhanced1757045862711000ConclusionThe tourism industry has great potential to be a dynamic and significant element of economic development in Craig County. The county’s assets provide the basis for tourism as a successful, but carefully planned economic development effort. Implementation of this plan is expected to result in various benefits to its citizens, including increased job and business opportunities, while maintaining quality of life for those citizens. It is necessary that all government leaders, the Tourism Commission, and the business community work together to see that the county builds upon its evident assets and past tourism efforts to implement this updated tourism development plan. As there is currently no appointed county staff or paid professional to oversee the implementation of this plan, the responsibility falls to the volunteer Tourism Commission. However, assistance by the county staff and other interested stakeholders (i.e. tourism business operators, civic groups, area leaders) will prove beneficial as assurance that the plan is utilized to its fullest potential. The result will be increased economic activity and improved citizen quality of life.In this spirit of collaboration, Tourism Commission Chair Diane Givens and Board of Supervisor Member Martha Murphy met on October 23, 2015 to review this plan in conjunction with the Craig County Comprehensive 6-Year Plan dated November 2013. Several areas of consensus were identified and all goals related to the growth of Tourism in Craig County appear to be consistent. See “Recreation and Tourism” on page iv in the Appendix. 3542665590550089535059055001101090271780001811655891222500AppendixLocation Profile - Geographic & Historical PerspectiveCraig County has a land area of 336 square miles. It lies in the south central portion of the Great Valley of Virginia and borders the State of West Virginia and the Virginia counties of Alleghany, Botetourt, Giles, Montgomery and Roanoke. Several major ridges, running in a northeast-southwest direction reach altitudes of 3,000 to 3,900 feet. The highest peaks are Arnolds Knob at 3,939 feet and Peters Mountain at 3,886 feet. The County claims many fertile valleys, the largest of which is along Sinking Creek. Also within the County are several large streams: Craig Creek, Johns Creek, Sinking Creek and Potts Creek.The forestland of Craig County has always played an important part in the lives of the County's residents.? The oak-hickory forests provide recreation, clean water, wildlife habitat, and raw materials for forest industry.? The scenic valley of Sinking Creek grows some of the finest hardwoods in Virginia.? The first State Forest in Southwest Virginia is situated in Craig County, the Niday Place State Forest near Simmonsville on Johns Creek Mountain.? Craig County contains approximately 160,000 acres of commercial forestland.? About 38 % of the commercial forestland is in private ownership while the remaining 62% is in the National Forest.? Total acreage of U.S. Forest Service land in Craig County is 55% of the total land area of the County.? Although the potential of increased forest production in the future is good, there has been strong opposition in the past to extensive timbering in the National Forest.? The Virginia Department of Forestry provides forest management advice and technical services to private landowners with forestland.Craig County, Virginia has a rich historical heritage. Craig County was formed in 1851 from Botetourt, Giles, Roanoke and Monroe (West Virginia) counties. It was named for Robert Craig, a Virginia Congressman from 1829-1841 who was instrumental in the formation of the County. White settlers first explored the region in 1751 and several settlements existed by 1774. The early settlers suffered some disastrous Indian raids from tribes who had a prior claim to the territory.This charming county seat, New Castle, was established as one of the series of forts Governor Dinwiddie ordered built in 1756. The town in time became New Fincastle, but when mail began getting confused with that of Fincastle in neighboring Botetourt County, the town shed its “fin”. Construction of the beautiful red brick courthouse in New Castle was started in 1851 and completed in 1852 using a Jeffersonian architectural plan. The bricks were locally made and the bell is believed to have been cast by the same foundry as the Liberty Bell. The earliest courthouse records were ordered burned by Union General David Hunter on June 22 – 23, 1864 while his army was retreating into West Virginia after an encounter with Confederate General Jubal Early at Lynchburg. Modern improvements were done in the 1930’s and again in 2000. Today the county courthouse serves as both a historical landmark and fully-functioning office and court complex.In the 1880’s, iron ore was discovered, railroads were laid, and turnpikes improved. The boom years brought healing springs resorts, schools, timber, and agriculture until the mining ended and the Great Depression began. Roosevelt’s WPA program established the Civilian Conservation Corp Camp #1368 on Barbour’s Creek, providing work for county residents. Roads, telephone lines and fire towers were constructed across the region.Nearly 500 Craig citizens served the Armed Forces during WWII; thirteen gave their lives. The patriotism of area residents is seen in VFW Post 4991, the UDC which was active from 1910 to 1969, and Craig Valley Chapter DAR, formed in 2007.The population in 2010 was 5000.The largest employers are Mick or Mack IGA, Craig Botetourt Electric Cooperative and the public school system. Many residents find employment in neighboring areas.iLocation Profile - Tourism ProgramTourism FundingThe Craig County Transient and Occupancy Tax Ordinance was adopted on May 10, 2005.? Tax is assessed at 5 percent (5%) on the amount charged for the occupancy of any room or space.? The revenues collected from that portion of the tax over two percent (2%) are designated and spent for promoting tourism, travel or business that generates tourism or travel for Craig County.?The Meals Tax Ordinance was originally adopted on?January 1, 1998?and amended on October 17, 2000.? Each person is charged a tax at the rate of four percent (4%) on the amount paid for food and beverages purchased from any food establishment, whether prepared in such food establishment or not, and whether consumed on the premises or not.? FY ‘05/06 2014Transient and Occupancy Tax collected $2,846.64 $15,597.04Meals Tax $23,822.06* $71,462.03** At present, the meals tax collections are not spent directly on tourism related projects.Location Profile – Tourism AssetsTourism Assets - AttractionsFarms:Hollow Hill Buffalo Farm – Paint BankWoodall’s Blueberry Farm – Rt. 624Joe’s Trees – Rt. 42Paint Bank National Fish HatcheryBarefoot Farms PermacultureFishing*:Potts Creek Outfitters – Paint BankThe Pines Recreation AreaSteel Bridge Recreation AreaBarbours CreekCraig’s CreekUpper Craig’s CreekBig Pine Trout Farm – New CastleCat Fish Ponds – Rt. 311Fenwick Mines Recreation AreaHunting:Jefferson National Forest – Eastern Divide Ranger DistrictCraig Wildlife ManagementPotts Creek Outfitters – Paint BankForests / Nature Observation / Recreation:Bird WatchingJefferson National Forest – Eastern Divide Ranger DistrictFenwick Mines Recreation AreaPotts Slope Shooting RangeCraig County Recreation & Conservation Association Recreation FieldHiking Trails:Appalachian TrailJefferson National Forest – Eastern Divide DistrictFenwick Mines Recreation AreaThe Pines Recreation AreaGreenway TrailiiPicnic Areas:Fenwick Mines Recreation AreaThe Pines Recreation AreaSteel Bridge Recreation AreaCraig’s Creek2773680123825* Most streams in Craig County are privately owned. Fishing or floating on those streams require permission from the land owners. For more information, please refer Craig’s Creek: Virginia Law Related to Floating, Fishing and Ownership by Craig’s Creek Association, available in the Craig County Library and County Administrator’s Office.00* Most streams in Craig County are privately owned. Fishing or floating on those streams require permission from the land owners. For more information, please refer Craig’s Creek: Virginia Law Related to Floating, Fishing and Ownership by Craig’s Creek Association, available in the Craig County Library and County Administrator’s Office.New Castle Town ParkRivers & Streams*:Craig’s CreekBarbour’s CreekJohn’s CreekDick’s CreekSinking CreekMeadow CreekPotts CreekScenic Views:Potts Mountain Lookout (East & West)Route 42 LookoutMiscellaneous Attractions:Scenic Byways – Fall FoliageFairgroundsCamp MitchellMug Tree on Rt. 311Otis the Camel – Rt. 615Tourism Assets - Cultural/Historical 2999105127000Landmarks / Markers / Monuments:Eastern DivideConfederate Soldier at Courthouse00Landmarks / Markers / Monuments:Eastern DivideConfederate Soldier at CourthouseHistorical Buildings:Old Brick HotelHawkins-Brizendine CabinKeffer Log HouseOld JailhouseCraig Co. Public Library in Eans Building Craig County CourthouseChurch BuildingsTingler’s Mill, Paint BankHistorical Districts:New Castle Historical DistrictHistorical/Genealogical Societies & Museums: Old Brick Hotel & Craig County Historical Society Tourism Assets – EventsPrepper’s Festival – April Craig County High School athletic eventsEaster Sunrise Service IGA Community Day Memorial Day Service Fairgrounds events: Demolitions Derbies, etc.New Castle School of Dance Spring Recital Bicycle Races & ToursHunter’s Raid – JuneNew Castle & Maywood Garden Club EventsJoe’s Trees Farm Days – October Back Country Horse Club EventsFishing Tournaments (catfish, carp, etc.)Blue Ridge Soaring Society Annual Tournament- SeptCraig County Fall Festival & Car Show 2nd Sat in Oct.Craig County Christmas ParadeHistorical Society Christmas DinneriiiTourism Assets – Shopping DestinationsThe EmporiumCraig Co. Artisan CenterJoe’s Trees Gift ShopSwinging Bridge Gift Shop-12255520320Tourism Assets – LodgingCraig Springs Camp & Conference CenterDepot LodgeThe Sublett PlaceWilderness AdventureThe FarmhouseCamp Easter Seal West Campgrounds:Country CampgroundSteel Bridge Recreation AreaThe Pines Recreation Area00Tourism Assets – LodgingCraig Springs Camp & Conference CenterDepot LodgeThe Sublett PlaceWilderness AdventureThe FarmhouseCamp Easter Seal West Campgrounds:Country CampgroundSteel Bridge Recreation AreaThe Pines Recreation AreaFrom Craig County Comprehensive Plan, November 2013. Page 72-73-36004538735Goal: To improve the economy of Craig County, provide local job opportunities, and improve the quality of life in Craig County through tourism development and use of our recreational resources.Objectives & Recommendations:Encourage better marketing and servicing of established recreational activities, such as hunting and fishing to improve the income of local businesses and the County government.The County should explore the possibility of having some coordinate recreation, tourism and event-development activities and solicit grant funding for tourism/recreation projects.The County needs more annual or semi-annual events to draw visitors, increase community spirit and boost retail sales.The County, working with the county Tourism Commission and state and federal agencies, should explore development of the old C&O rail bed from New Castle to Eagle Rock into a multi-use trail facility.The County should continue its participation in the State Scenic Byway Program in order to attract tourism traffic and spending to the CountyDevelopment of overnight and weekly accommodations should be encouraged throughout the County in the form of bed & breakfasts, inns, hotel/motels, lodges, and cabins/cottages. Without more overnight accommodations it will be difficult to effectively tap the tourism market.Promote recreation related businesses such as pick-your-own crops and fishing ponds. Provide liaison with companies and agencies to obtain financing and encourage fly-fishing schools such as those operated by Orvis Company and hunter safety schools operated by the Virginia Game Commission. Encourage bicycling tours, mountain bike races and corporate events and retreats.The County should study development of an Open Air Market as an economic resource for local farmers.The County should continue to maintain and improve Camp Mitchell through civic group, government, and business cooperation.The County should work with other organizations in locating and developing age-appropriate leisure activities for youth, such as roller skating, bowling, and skateboard facilities.Development of a visitor center with restroom facilities and community bulletin board should be pursued. 00Goal: To improve the economy of Craig County, provide local job opportunities, and improve the quality of life in Craig County through tourism development and use of our recreational resources.Objectives & Recommendations:Encourage better marketing and servicing of established recreational activities, such as hunting and fishing to improve the income of local businesses and the County government.The County should explore the possibility of having some coordinate recreation, tourism and event-development activities and solicit grant funding for tourism/recreation projects.The County needs more annual or semi-annual events to draw visitors, increase community spirit and boost retail sales.The County, working with the county Tourism Commission and state and federal agencies, should explore development of the old C&O rail bed from New Castle to Eagle Rock into a multi-use trail facility.The County should continue its participation in the State Scenic Byway Program in order to attract tourism traffic and spending to the CountyDevelopment of overnight and weekly accommodations should be encouraged throughout the County in the form of bed & breakfasts, inns, hotel/motels, lodges, and cabins/cottages. Without more overnight accommodations it will be difficult to effectively tap the tourism market.Promote recreation related businesses such as pick-your-own crops and fishing ponds. Provide liaison with companies and agencies to obtain financing and encourage fly-fishing schools such as those operated by Orvis Company and hunter safety schools operated by the Virginia Game Commission. Encourage bicycling tours, mountain bike races and corporate events and retreats.The County should study development of an Open Air Market as an economic resource for local farmers.The County should continue to maintain and improve Camp Mitchell through civic group, government, and business cooperation.The County should work with other organizations in locating and developing age-appropriate leisure activities for youth, such as roller skating, bowling, and skateboard facilities.Development of a visitor center with restroom facilities and community bulletin board should be pursued. iv ................
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