Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: WEDNESDAY, May 12, 1993 TAG: 9305120162
SECTION: CURRENT PAGE: NRV-3 EDITION: NEW RIVER VALLEY
SOURCE: PAUL DELLINGER STAFF WRITER
DATELINE: RADFORD LENGTH: Medium
The region already has built-in advantages, they found, such as good access by interstate and primary highways and by air, about 160 restaurants and 38 lodging properties totaling about 1,600 rooms, 16 campgrounds and state park attractions, and many cultural and historical attractions.
The presence of Virginia Tech, Radford University and New River Community College offer much potential, they said, if a way could be found to make not only the students but their visiting families aware of what attractions the valley offers.
The New River Valley HOSTS Visitors' Center at the Dublin Comfort Inn is a big step in that direction, but more is needed - perhaps monthly newsletters and a video - so people living here will be able to tell visitors what is available.
Graduate students Reuben Charles II, Kimberle Badinelli, Gyril Horn and Fang Chi Lee made their report last week to HOSTS, which is in an 18-month effort to win state tourism accreditation for the region. HOSTS will look at the marketing recommendations in drawing up its own plan as one of the accreditation requirements.
The Virginia Tech Economic Development Assistance Center put HOSTS in touch with Ken McCleary, who teaches a Tech graduate class in hospitality and marketing strategy; and the marketing analysis became a class project.
"I am absolutely enthralled with all the things we have in this area," said Badinelli, who has lived here eight years and admitted she learned of things in the study she had not known were available.
"I honestly would like to have had another six months to work on it," she told the HOSTS group, which will use the recommendations in its marketing plan. "We're excited about what you have in front of you. . . . We're actually envious that you get to do this and not us."
"You've given us some real meat to consider," said Bob Thomas, one of the HOST organizers.
The entire report fills two books totaling 265 pages.
Some resources that could be tapped include two major universities as close together as Tech and Radford, Blacksburg's being the largest town in Virginia, the scenic terrain and recreational activity already offered, and the sense of history in the valley.
The Indian battles depicted in the annual summer outdoor drama, "The Long Way Home," are part of that history, Badinelli said. So are historical facts like the last legal duel in Virginia having been fought in the valley. Both participants were killed and the governor outlawed dueling thereafter.
"The New River Valley was the tourism Mecca back then, and here we are 150 years later trying to do the same thing," she said.
Tourism weaknesses uncovered by the students include the fact that many people who come into contact with tourists - gasoline station attendants, restaurant servers and store clerks - are unaware of what is available to do.
And when they are aware of a state park or boat cruise or other offering, the students found, they seldom are able to give adequate directions to someone interested in an attraction.
Among their recommendations were promotion of arts, crafts, theater and musical production activities, tours of a display of New River Valley offerings, news and events calendars distributed to service stations, restaurants and travel agencies, radio and magazine advertising, setting up a toll-free telephone number that potential visitors could call for information, and an annual river festival including a raft race on New River.
It was not until they made their report that the students learned there already is an annual river festival at Radford, underscoring their claim of a lack of internal information to valley residents about goings-on.
The researchers also recommended promotion of a phrase or theme, something along the lines of "Down Under in Virginia - the New River Valley" as a way of catching visitor interest.
They said several types of recreational packages could be targeted to specific tourism groups, including fresh-water fishing, bicycling, hiking and overnight camping.
by CNB