Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: FRIDAY, March 25, 1994 TAG: 9403250195
SECTION: VIRGINIA PAGE: B1 EDITION: METRO
SOURCE: JAN VERTEFEUILLE STAFF WRITER
DATELINE: LENGTH: Medium
They may not be spending their money in the Roanoke Valley because they have little idea what's available there, a study of parkway visitors concluded.
With no visitor center along the Roanoke stretch of parkway and inadequate directions to the one in the city, tourists are bypassing the area's amenities, says the Blue Ridge Parkway Regional Focus Group. Its study of parkway visitors was released at a Thursday news conference.
The parkway has an annual impact on Virginia's economy of $500 million. "Attracting parkway visitors remains one of the most promising tourism opportunities available to the Roanoke Valley," the study says.
The study was made by a group of economic development and tourism officials in October, the parkway's busiest time. Members questioned 369 people - who were traveling with a total of 1,030 visitors - at the Roanoke River and Roanoke Mountain overlooks. Two-thirds were from outside the Roanoke Valley.
Fewer than one-third of those visitors knew what Roanoke had to offer in the way of attractions, and many wanted more explicit signs on the parkway directing to sites and amenities.
"The most surprising piece of information that came out of the study was under the category, `Where are you going?' " said Joyce Waugh of the Roanoke County economic development office. "Fifty percent of all travelers indicated they had no destination. They literally said, `Wherever.' "
These travelers are looking for attractions to visit, she said, and the area needs to do a better job of directing them there.
The study also tracked commuters, and results indicate heavy use of the parkway by people driving back and forth from work. During morning drive time and again from 5 to 7 p.m., 50 percent to 80 percent of the traffic was commuters. The study suggests that commuter traffic be studied further for more complete results.
The parkway plans to open a visitor center somewhere in the valley, but its main function would be to help tourists learn about the parkway. A center that included promotion of the valley's attractions would have to be a public/private effort, said Jim Ryan, the parkway's chief planner. The parkway has such a partnership at a North Carolina center, and the same has been suggested in Roanoke, he said. It's a priority for the parkway, but there is no timetable for construction.
Explore Park officials would like to see it built on the yet-to-be-built spur linking Explore to the parkway. Ryan said that is one of five sites on the parkway's list, but no decision has been made.
Explore plans to pick up the slack when it opens this summer by supplying visitors promotional literature at its ticket office.
The study also found that parkway visitors spend about half the national average each day on expenses. Travelers reported spending $50 to $100 a day on their whole party, which usually was two people. Waugh said that is the national average per person.
"Either parkway visitors travel cheaply," she said, "or they're underestimating the amount they spend."
The study will be used by regional tourism, planning and economic development offices as well as the parkway.
The Blue Ridge Parkway Regional Focus Group has members from Roanoke and Roanoke County, Vinton, area chambers of commerce, the Fifth Planning District Commission, the parkway, the Roanoke Valley Convention and Visitors Bureau and other groups.
by CNB