Mindful Business

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By Beth Bell

Executive Summary: A shout out to Salem Parks and Rec. and the city’s impact in the valley.

Beth Bell is the executive director for the SalemRoanoke County Chamber of Commerce and helped found FemCity Roanoke, a business networking community for women. Contact her at bethboydbell@gmail.com.

Salem Parks and Recreation: a grand slam for economic development

Most of us have all heard that Roanoke is the Mountain Bike Capital of the East and our greenways and blueways are all the rage to attract tourists and those looking to relocate; but can we talk about the economic impact of “Virginia’s Championship City” for a moment? I received a call last week from a friend who works for a Roanoke County hotel. She asked me what was going on that weekend because all the hotels were booked up. The first place I looked was salemchampionships.com to see who was coming to town that weekend.

When you think of your local Parks and Recreation department, you probably think of playgrounds, youth sports, community centers and community events. Your first thought is probably not about economic development and tourism. Salem Parks and Recreation has been creating their special recipe for success for 26 years.

The work of John Shaner’s 26-person team (plus 300 part time) was likely taken for granted until 2020, when the world and travel came to a halt. When the first tournament of 2020 arrived in July, area restaurateurs who thought they were going to have to go out of business, called Shaner to express gratitude for what his team does to connect them to customers. Salem’s sports marketing efforts generate 10-14 Million dollars per year at the Moyer Complex alone. In addition to revenues generated by thousands of hotel nights, dining at restaurants, airfare, rental cars, area grocery stores, and tax revenues.

In 2021, Salem was also able to snag a few tournaments away from much larger cities who were not open due to Covid-19 restrictions. Director of Tourism, Carey Harveycutter, was instrumental in landing the NCAA Division III men’s volleyball tournament in Salem, which brought 12 teams to the valley and booked 1500 hotel nights.

The economic impact of Salem’s sports tourism is so great to the area that they are investing $12.4 million to renovate the Moyer Sports Complex in 2022-23. That includes adding ADA accessibility, field upgrades, new signage, covered spectator areas, a playground and pickleball courts along the Roanoke River Greenway.

It truly shows the magic that can happen when you challenge the status quo and think outside of the box. No other Parks and Recreation organization in the country does what Salem does. Sports marketing and tournaments are usually hosted by the visitors bureau (CVBs) or sports commissions, who outsource most tasks to vendors. The Salem team offers a turnkey solution is often sought after to speak to CVBs and sports commissions as an example of efficiency, profitability and success.