The Blacksburg-Christiansburg Tourism Development Council (BCTDC) executive summary won't benefit Christiansburg if it is not read or discussed. Nor does it represent a "to-do" list for the BCTDC alone. Instead, this summary documents why people are already coming here, what features or amenities bring them here, and how much additional tax revenues are realized as a result.
Christiansburg's Comprehensive Plan and tax revenues already explain why tourism should be a priority for its elected leaders and administration (it's economic development, silly).
Reading the summary shows even an untrained eye that there are about 1,700 lodging rooms located in Montgomery County today, over 30% of this constructed since 2000. New inventory is being built now in Blacksburg and more is expected in the unincorporated areas of the county. Why are investors choosing those locations over Christiansburg? Perhaps because of the existence of specific marketing efforts or economic development plans?
Summary data indicated university or transient (just passing through, thank you) lodging represents over 44% of all room nights, with corporate business or conventions and meetings representing nearly 36%. When you look at recreation or leisure travel -- including team sports or tournaments, weddings and reunions, real tourists coming to visit historic sites and shop, or coming to visit friends or relatives -- you see an area of opportunity. Leisure travel accounts for about 20% of all room nights.
An average stay generates over $25 in tax revenues, offsetting tax demands which would otherwise be placed on local residents and businesses. This indicates tourism is worth promoting -- increasing the average number of room nights booked -- whatever a travelers' reason for being here.
This data also denoted that Sunday through Tuesday bookings are under-utilized, and that growth is needed November through March. The summary showed 70% of all visitors dined out and nearly 57% did some shopping, while another 48% took in some sightseeing. Both the New River and university related activities attracted 25% of all visitors.
The one dislike about the area was traffic, which could be addressed to some degree by a wayfinding program -- signs and brochures. This could complement and align to anything the county or towns may already have planned. From a regional perspective, there needs to be strong lobbying effort to obtain state and federal funding to get these transportation projects moving.
Visitors indicated a strong preference for lively, animated village-style areas with shops and restaurants featuring hand-made arts and crafts or made in Virginia items. Preferred retail items also included books and music, collectibles, clothing and antiques. This shows a preference for unique, independent stores in pedestrian friendly areas with easy parking. While a tremendous amount of tourism is necessary to support niche businesses, this is still good information for existing businesses about customer preferences or perceptions.
Incentives by local governments could attract and retain more of these types of businesses, leveraging the investment of tourism funding. Planning -- strategy and goals and timelines -- is crucial. Results are a shared responsibility and will require more than just the marketing and promotion done by the BCTDC. The possibilities and potentials have been made clear. As the summary concludes: “True leadership is required."