Season is slower but toruism officials take regional focus

By Scott Nicholson

Despite a slowdown in tourism stays, the Watauga County Tourism Development Authority is blazing new trails.

The TDA, entering its third year of managing the county’s occupancy tax, has seen a drop off in tax revenues this year after exceeding expectations the first couple years. Wright Tilley, TDA director, said revenues were down about 15 percent for the first quarter of 2009 after a 4 percent increase last year, but remains optimistic that the agency is on the right track.

“We’re still doing fairly well,” Tilley said. “We’ve got a pretty extensive marketing campaign through the summer in the Raleigh and Charlotte markets.”

Tilley said one of the positives to come out of the recession was that regional tourism agencies saw the benefit of working more closely together and combining efforts to develop a regional identity.

“We’ve been a little more strategic and planning the marketing and advertising so we can all benefit from what each other is doing,” Tilley said. “The market is value driven, and people are looking for deals. They are taking closer trips this summer. I think people will take more summer getaways as opposed to the traditional weeklong summer vacations.”

Tilley said travel decisions are more spontaneous in the current climate, so tourism agencies must “keep the message out there and be constantly on people’s minds.” “We have a lot of low-cost and free outdoor activities for people to augment the attractions,” he said. “We have resources for biking, walking, kayaking and other activities that are free or low cost.”

The TDA is making an inventory of its trails, hoping to capitalize on the natural resources for which the area is famous. Eric Woolridge has been hired as a trails coordinator, with a primary mission of developing projects that will link and expand the county’s recreational infrastructure.

“I’m working on signage and access, trying to create new trails,” Woolridge said. “There are two large land holdings for recreation—the National Park Service and the state parks. Those are great, but we want to find recreational opportunities closer to the communities of Watauga County.”

Securing easements, right of ways or land donations for trails are one of Woolridge’s tasks, and he will work with local conservation groups to that end. “Our position is it’s a voluntary program,” he said. “We can show there’s a money benefit because tourism brings in tax revenue, and there are some tax advantages for easements. There’s also a public service component, because the trails create an everlasting benefit that improve quality of life, environmental protection and recreation at a time when development is closing off access to those areas.”

Tilley said there was economic value in recreation, citing studies that suggest revenue from visitors saves each county resident $386 a year in property taxes. However, both he and Woolridge said improving quality of life for the people living in the county was the primary goal.

“The long-term goal is to create a true recreation system,” Woolridge said. “We can tie together the system through signage and kiosks.”

Tilley noted the High Country Council of Governments has already compiled a list of regional trails, creating a master plan to tie those trails together across county lines.

“We can expect to include those plans into our planning work,” Woolridge said. “At the same time, my job is to actually develop projects, negotiate agreements and take them to completion.

Tilley said the TDA wants to “tell the story about the natural resources and outdoor educational opportunities.”
“We’re recognized in publications for it, but I don’t think people realize it,” Tilley said. “So we should brand it as that—a top area for outdoor recreation.”