Y E A R IN R E V IE W
CITY OF LYNCHBURG
Office Of Economic Development & Tourism
FY 2024
Y E A R IN R E V IE W
CITY OF LYNCHBURG
Office Of Economic Development & Tourism
FY 2024
As we reflect on Fiscal Year 2024, the City of Lynchburg has continued flourishing and strengthening its position as a dynamic hub for economic development and tourism. This year, our city celebrated vital milestones that will shape our future and ensure sustained growth for years to come.
In partnership with Framatome, we proudly announced one of the most significant business expansions in our city’s recent history. With an investment of $49.4 million and the creation of 515 new jobs, this project underscores the City’s position at the forefront of innovation and industry.
Our commitment to site development has also been a focal point this year, ensuring the City of Lynchburg remains the prime job center for this region. Strategic investments in our economic infrastructure lay the groundwork for continued vitality and competitiveness, attracting new companies and opportunities for our workforce.
We secured 100 group events on the tourism front, contributing a remarkable $19 million to our local economy. The ripple effects of these achievements can be seen in the vibrancy of our community and the opportunities we create for both residents and visitors.
Additionally, we were excited to break ground in 2024 on a new amphitheater slated for completion in 2026. This project not only enhances the quality of life for our citizens by providing a premier venue for arts and entertainment but also serves as a magnet for visitors, generating a significant economic impact for our city.
These accomplishments would not have been possible without YOU, our partners, the dedication of our team, and the spirit of collaboration that defines the City of Lynchburg. As we look ahead, we remain steadfast in our mission to promote economic prosperity, enhance our city's appeal, and build a future where everyone thrives.
LYH LOVES YOU,
Marjette G. Upshur Director of Economic Development & Tourism
The Office of Economic Development & Tourism (OEDT) is dedicated to fostering growth, innovation, and prosperity in Lynchburg. This annual report highlights our achievements and outlines key initiatives that strengthen the city’s economic vitality and community engagement.
Through collaboration with businesses, educational institutions, and community partners, we’ve advanced efforts in entrepreneurship, workforce readiness, site development, and tourism. These initiatives align with our mission to position Lynchburg as a premier place to live, work, and visit.
We are proud to share this year’s progress and look forward to building on these successes in the year ahead.
GOAL ONE : We will position LYH as a premier destination to start and grow a business, launch a career, and study.
GOAL TWO : We will promote LYH as a thriving business hub, emphasizing investment readiness, proactive support, and economic growth.
GOAL THREE : We will enhance LYH’s destination appeal and increase the impact of sports and recreational tourism.
GOAL FOUR : We will market Lynchburg as a leading city in Virginia for quality of life, innovation, and community spirit.
SOURCE: JOBSEQ
SOURCE: JOBSEQ
SOURCE: JOBSEQ
SOURCE: JOBSEQ
HALF
THE CITY OF LYNCHBURG IS HOME TO OVER 1,500 LICENSED BUSINESSES, WHICH INCLUDE 331 WOMEN-OWNED AND 102 MINORITY-OWNED BUSINESSES.
In Fiscal Year 2024, the Office of Economic Development & Tourism proudly strengthened the City's entrepreneurial ecosystem through dynamic partnerships with the Small Business Development Center (SBDC), Downtown Lynchburg Association (DLA), and CO.STARTERS. Together, we empowered local entrepreneurs to launch, grow, and thrive—providing critical resources, mentorship, and training to turn bold ideas into thriving businesses. These collaborations are sparking innovation, driving economic growth, and reinforcing the City of Lynchburg’s reputation as a vibrant hub for startups and small business success.
SBDC clients from the City of Lynchburg represented a diverse range of industries, including healthcare, manufacturing, and professional services. About half of the businesses that the SBDC serves have been open for more than five years, with some open for over 20 years.
In FY 24, SBDC counseled 67 clients, with nearly 50% being minority clients. Since 2020, the number of clients served by the SBDC has steadily increased, from 44 in 2020 to 67 in 2024.
SBDC offered 43 events in FY 24, with 465 attendees. This is a more than 30% increase from last year.
SOURCE: SMALL BUSINESS DEVELOPMENT CENTER
Our Team conducted nearly 300 strategic business visits, actively strengthening relationships, addressing challenges, and driving growth across the City's business community.
CO.STARTERS is a nationally-based, 10-week cohortstyle program that equips aspiring entrepreneurs with the insights, relationships, and tools needed to turn ideas into action and turn a passion into a sustainable and thriving endeavor. In partnership with SBDC and Vector Space, this program saw 9 graduates this year.
OEDT partnered with the Downtown Lynchburg Association on the Launch LYH program, which began in January 2023 and funded 7 new businesses that year. The program was renewed in 2024 and provided funding for 5 additional new businesses in downtown LYH. In FY 2024, the Small Business Development Center played a key role in leading the program's training efforts. SBDC counselors and advisors each dedicated approximately 100 hours to instruction, preparation, and advising. A total of 22 current and aspiring businesses completed the program, with five of them receiving $20,000 grants to launch in Downtown Lynchburg. Many participants have continued to seek guidance from SBDC advisors as they progress toward opening their businesses.
Education is the backbone of a vibrant economy, and it starts early. Preparing students for kindergarten sets them up for a lifetime of learning, and programs like Career and Technical Education (CTE) help students learn and prepare for their future careers. Every child and every learner is different, and the City of Lynchburg offers a wide array of educational options to best suit the needs of each child at every stage. We are a young city, one that is poised to be at the cusp of new and innovative growth, setting our students up to launch into the future.
Each year, the Lynchburg City Schools Education Foundation offers classroom innovation grants to help fund innovative projects throughout the Lynchburg City School (LCS) system. The Economic Development Authority (EDA) is a proud partner of this program and sponsored a grant, along with CloudFit Software, to create a virtual reality recess experience for children who are unable to participate in day-to-day recess activities. This idea was sparked by the students themselves, who wanted a way for their friends living with disabilities to experience the same activities. From concept to design to implementation, the students were involved in the process from start to finish.
15,006
46% population under age 18 # of CTE programs graduated with advanced diplomas
SOURCE: JOBSEQ
60
SOURCE: LCS
SOURCE: VDOE
We believe that education is a lifelong experience, and aim to enhance the City of Lynchburg's profile as a top educational destination. Through the Campus LYH Initiative, efforts are being strengthened to foster a welcoming environment within all local educational institutions, encourage student participation in community events, and track progress to enhance community integration. With support from top-tier education, events, and partnerships, LYH is able to attract and retain students, faculty, and staff in the city, extending beyond graduation.
7 # of Colleges, Universities and Trade Schools
Liberty University
University of Lynchburg
Randolph College
Central Virginia Community College
Virginia University of Lynchburg
Centra College
Sylvain-Melloul International Hair Academy
28,508 # of degrees and certificates conferred (2022-2023)
$20.3 Million total economic impact of commencement weekends
We are proud to partner with the University of Lynchburg African American Cultural Committee to hold their annual Minority Business Expo, and continue to create connections and foster entrepreneurial growth in the City.
ODET partnered with educators, local organizations, and other City departments to provide more access to tools, opportunities, and resources for our citizens. Through our jobs portal, we currently have active programs with the Library System, Human Services, and our Parks and Recreation departments. Our Economic Development Authority partnered with JobFit to provide paid internship opportunities in IT and Cybersecurity, resulting in direct job placements for high school graduates, college students, and career changers. Our sponsorship of the Educator Workforce Academy, held by the Lynchburg Regional Business Alliance, brought our educator and workforce worlds together to create better pathways for all of our students in high-demand industries such as manufacturing, healthcare, and nuclear.
LYH JOBS PORTAL:
366% - increase in the use of our LYH Jobs Portal
43,000 - # of households that received direct access to the jobs portal through the Parks and Recreation Activity Guide
EDUCATOR WORKFORCE ACADEMY:
50 – # of educators who attended the 2-day Educator Workforce Academy
6 – Number of businesses who provided tours and hands-on learning
JobFit:
24 - # of interns at JobFit FY 24
80+ – total number of interns to date
30 – total JobFit hires to date
500+ – total number of applications this year
At the center of economic development are business retention and expansion, business attraction, and site development. These are the cornerstones of what we do, and this year saw significant developments in each of these areas. From investment in small business redevelopment and innovative mixed-use programs, to historic expansions and site development projects, it was a year full of growth, opportunity, and preparing for the future of LYH.
The former Kirkley Hotel underwent a complete renovation into the newly named Bella Vista Hotel & Suites. The hotel boasts new interior and exterior updates and modifications, along with a renovated pool, restaurant and bar, and multiple conference and event spaces. This space is being utilized by events such as Miss Virginia Volunteer and the 50th anniversary of the Virginia 10-Miler this fall.
With funding assistance from GO Virginia and VEDP, due diligence was completed on both Airport Commerce Park and Ivy Creek Innovation Park in FY 24.
This work provides the opportunity to continue development, moving toward a goal of 'pad-ready' sites for future development.
$450,000 - state grant dollars received for the development of the Airport Commerce Park and Ivy Creek Innovation Park
“Centra’s Modernization Plan is a multi-year initiative that will encompass the most significant facility improvements and capital investments in Centra’s 36year history. Aligning with our long-term Strategic Plan, this 500-million-dollar investment is multi-faceted and will address different needs found within our community based on findings from our 2021 Community Health Needs Assessment, and will come to life with the assistance of our joint ventures, operations, bonds and in partnership with the Centra Foundation and our generous donors.” (source: Centra Health)
Governor Youngkin announced that the Economic Development Authority of the City of Lynchburg received a $500,000 grant through the Mixed Use on Main program. This grant was used to assist in the revitalization of the former A&P Grocery at 400 12th Street, which is the intersection of Downtown and the historic Diamond Hill Neighborhood. The project consists of 28 housing units and 2-3 retail spaces on the bottom floor.
$500,000 – dollars received in the Mixed Use on Main Program
This fiscal year, Governor Youngkin announced the historic Framatome expansion and investment project. Headquartered in the City of Lynchburg, the comprehensive project includes the expansion of Framatome’s current footprint to house more than 500 new employees; refurbishment of its nuclear training center to support the next generation of small and advanced reactor technologies; modernization of existing office spaces and conference rooms; and added capacity for an innovation and design school.
• $49.4 Million - amount of investment in Framatome’s expansion
• 515 - # of jobs created by Framatome’s expansion
$500 Million – amount of investment in Centra Health’s Modernization Plan
Economic Growth doesn’t just happen. It requires investment – investment in time, money, marketing, and more. When a business chooses to invest in LYH, there are opportunities to receive a return on that investment. Through state and local incentives, we are able to help our business community continue to grow and thrive in LYH.
Our commercial property database allows business owners, investors, and site selectors to see what properties are available in the City of Lynchburg. The database and incentives pages for LYH saw a 547% increase in site visits over the past year, reflecting the city's appeal as an attractive market.
$165,000 was awarded to support 17 local businesses through the Local Redevelopment Program, creating 241 new jobs and leveraging $9,672,339 in capital investments across the City.
The City of Lynchburg Real Estate Rehabilitation Program encourages the renovation of older structures and helps to revitalize commercial neighborhoods. 41 properties in the City are currently participating in the program, resulting in $45,724,950 in improvements to the City’s tax base.
• To date, the City has received more than $1.5 million in Brownfields Assessment, Cleanup and Redevelopment Planning Grants.
• In FY 2024, finalized commercial building permits totaled more than $26,511,630 in real property investment in the City’s Enterprise Zone 2, and more than $5,206,794 in Zone 46.
Virginia Enterprise Zone Real Property Improvement Grants leveraged $1,037,989 of state funds toward local commercial property investments in the City of Lynchburg’s two Enterprise Zones. Total Commercial investment in both zones was $31,718,424.
Enterprise Zone 2 was approved by the Governor’s office for another 5 years, beginning on January 1, 2024.
Our strategic Tourism Sales efforts drive visitation to LYH through conferences, sporting events, group tours, and international travelers.
Tourism drives spending in food and beverage, lodging, transportation, retail, and recreation. In 2023 tourism in the City generated:
3,838 jobs – an increase of 131 from 2023
$400.8 million in total visitor spending
$26.7 million in state and local taxes revenues –an increase of $1.7 million from 2023
Source: Virginia Tourism Corporation
As a result of efforts in FY 24, the City secured 100 groups/events across all our target sectors – sports, meetings and conferences and group travel –with an estimated economic impact of $19 million.
Our Sales Manager conducted 521 oneon-one and collaborative appointments at 9 trade shows and sales missions in FY 24. This is a 40% increase in conducted appointments from FY 23.
Our Sales Manager attended the following shows/events in FY 24 promoting LYH as a destination worth visiting:
Capital Region USA Global Travel Exchange
TEAMS Conference & Expo
Accent East Group Travel Show
Travel South International Showcase
American Bus Association Marketplace
Society of Gov’t Meeting Professionals Chapter Conference
Southeast Tourism Society Domestic Showcase
Pennsylvania Bus Association Marketplace
Sports ETA Symposium
Society of Gov’t Meeting Professionals National Conference
VADMO/AAA Sales Mission
In partnership with Airstream Ventures, Huddle Up Group, Lynchburg Parks & Recreation and our Anchor Institutions, LYH has become a go-to destination for sports tourism events and competitions.
STORMING OF THUNDER
In FY 24 the City hosted 41 sporting events with an estimated economic impact of $9.43 million.
24% increase in events hosted and a 29% increase in economic impact over FY 23.
Collegiate Championships hosted in LYH in FY 24
Conference USA Women's Volleyball Tournament
Conference USA Football Championship
Conference USA Indoor Track & Field Championship
Atlantic Lacrosse Conference Tournament
2024 DIII Men's Lacrosse Championship (Rounds 2&3)
In August 2024, the City of Lynchburg and Bedford County welcomed 297 athletes from 11 different countries, 743 athlete support staff, 74 staff, 77 media, 30 vendors, and 12,500 unique spectators for the Professional Disc Golf Association World Championships. This event produced a post-event economic impact of $4.5 million.
The City of Lynchburg and Bedford County were awarded the opportunity to host the Disc Golf Pro Tour Championship scheduled for October 2025. This Championship event will bring an estimated economic impact of $1.9 million.
The City of Lynchburg upgraded the turf in City Stadium in April 2024. This upgrade provides the opportunity to bolster sports tourism sales efforts.
Throughout the year, numerous events, both big and small, take place across LYH's city streets, public spaces, parks, and facilities. From vibrant festivals to legacy races, these special events give residents and visitors a unique chance to experience the City's community spirit and rich historic charm. The Office of Economic Development & Tourism is the starting point for obtaining a Special Event Permit. Our new Special Event Guidelines, available on our website, will help you navigate the process from start to finish. lynchburgvirginia.org/special-events/
Legacy Events – LYH has 4 annual events that have been held for 35 years or more
There were 48 permitted events in FY 24, which is a 7% increase from FY 23
This past April, the City broke ground at Riverfront Park in anticipation of the new playground, shade canopy, enhanced landscaping, permanent restrooms, and destination amphitheater.
In May 2025, Lynchburg will host the area’s first Battle of the Burgers at the City Stadium! Local restaurants will compete to make the best burger slider and attendees will judge. Follow us on social media and visit our events calendar on our website for updates!
The Bright Nights Kick Off event illuminated the Bluffwalk in November with thousands of twinkling lights and captivating displays, transforming the walkway into a bright holiday wonderland.
For over 15 years, the I Am Woman 5K has brought hundreds of community members together for fun, fitness, and a costume competition, while raising funds for Centra’s Pediatric Care Fund.
The Lynchburg Museum and Visitor Services Center is the best place to start your visit to the City or bring out-of-town guests. Visitors can learn about its unique history and culture, and plan a memorable experience of its other attractions, entertainment, dining, and recreation.
In June, Phase I of the museum's 50th-anniversary campaign was completed, focusing on upgrades and updates. Enhancements to the Court Street entrance included new façade banners, the addition of four large planters, and the placement of rocking chairs to create a more inviting and welcoming space for visitors.
The public is invited to visit Thursday through Tuesday (every day except Wednesday), 10 am to 4 pm (Sundays, 12 noon to 4 pm). Admission to the Lynchburg Museum and Visitor Services Center is free.
Museum visitation has returned to prepandemic levels.
Combing Through History: Barbers and Beauticians in Lynchburg
Women with Women: The History of Midwifery in Lynchburg and Central Virginia
From Window Displays to Under the Tree: The Holiday Season in Mid-20th-Century Lynchburg
Black Portraiture in Lynchburg from 1850 to the Present Lynchburg’s Pastime: Baseball in the Hill City
Service & Sacrifice: Lynchburg’s Sons, Husbands, and Fathers Who Fought on D-Day
Lynchburg Museum and Visitor Services Center offered dozens of free guided walking tours to historic sites throughout the city:
Point of Honor House & Grounds
Quaker Meeting House & Burial Ground
Lynchburg Riverfront
Riverside Park
Cosby Woods
The Day at The Point annual fall festival at Point of Honor returned for the first time since 2019. Attendance was estimated around 2,500.
In June, a sixth day (Tuesday) was added to the regular operating hours to accommodate the growing demand from visitors.
The arts remain a vital part of Lynchburg’s social fabric, driven by initiatives like the James River Arts and Culture Program, which generated nearly $1 million in economic impact. Key landmarks, such as the Downtown Library on 12th Street, have been revitalized, while public art projects—like the mural at Kemper St. Station, connecting directly to Washington, DC, and the newly unveiled Mayor Thornhill Statue—enhance the city's visual appeal.
• Social media is one of our largest marketing tactics for both tourism and economic development. This year, we reached a significant milestone of over 10,000 Instagram followers on @lynchburgva! Our focus on social media helped us reach 45% more accounts.
• LinkedIn is the perfect way to connect with the business community. Our profile had over 54,000 organic impressions and gained over 300 new followers this year.
• Website sessions on our visitor guide page increased by 368%, while organic traffic to our blogs rose by 361%, showing that digital visitors were highly engaged with our content and eager to explore all that LYH has to offer!
• The website session length for both lynchburgvirginia.org and opportunitylynchburg.org increased significantly by about 30%, each having session times of over 2:30.
• Promoting local businesses remains a key priority on our tourism website, with business listings featured on lynchburgvirginia.org. This year, we generated 225,669 website sessions directing visitors to local business and event websites, marking a 69k increase from FY 23.
• Top 100 Best Places to Live by Livability
• Lynchburg was named a Top College Town by Travel and Leisure on its list of 25, noting our urban trail system, historic ties, and walkable areas.
• LYH is a Top Adventure Town! Blue Ridge Outdoors' annual Top Adventure Town contest named LYH a top 3 finalist in the large town category.
In 2024, the City of Lynchburg launched a new website as a resource for those who live and work in the city. Residents can access city services, sign up for alerts, ask questions, and stay in touch by visiting www.lynchburgva.gov.
Lynchburg City Council prioritizes investments in five areas: Public Safety, Infrastructure, Economic Development, Lifelong Learning, and Quality of Life. Investments in these areas throughout the city provide better service delivery, streamlined operations, and quality of life amenities for all.
The City of Lynchburg unveiled new public art at the 5th Street Roundabout honoring Lynchburg’s first Black mayor, M.W. "Tweedy" Thornhill, Jr.
The Commerce Street section of the Downtown water line replacement was completed, including updated streetscapes, 2-way streets, and updated infrastructure. Downtown revitalization continues with 8 new businesses and more than 42 jobs created in FY 2024.
The Riverfront Park Amphitheater project began to develop a premier venue for national touring acts and community events, including permanent public restrooms and a new playground in partnership with the Kiwanis Club. Beyond its cultural significance, the amphitheater is expected to boost local economic growth by attracting visitors, who contribute to increased spending across the city.
Lynchburg Water Resources began the Blackwater Combined Sewer Overflow (CSO) Tunnel project, a nearly mile-long underground tunnel to store excess sewage and stormwater during significant rainfalls. The project is the largest capital improvement project in the City’s history and the most impactful to date in protecting our streams, the Blackwater Creek, and the James River.
The Lynchburg Public Library opened a new Downtown branch, seeing a 48% increase in visitation and a 619% rise in circulation compared to the same period last year at the City Hall branch.
In spring 2025, a new state-of-the-art headquarters for the Lynchburg Police Department will open, a generational investment in public safety.
The Lynchburg Fire Department will hire 21 new positions for the City’s newest fire station – Station 9 – which will soon be under construction near Liberty University.
OUR STAFF
Marjette G. Upshur Director
Alisha Meador Economic Development Manager
Andrew Marks, CGMP Sales Manager
Cameron Lohr Economic Development & Tourism Coordinator
Abby May Digital Marketing Coordinator
Keesha Simon Administrative Manager
Mauresa Nenadovich Event Operations Coordinator
Ted Delaney Museum Director
Crystal Diff Museum Curator
Natasha Poole Administrative Manager
Angelica Walker Public Engagement Coordinator
MUSEUM EXPERIENCE LEADERS
Noelle Beverly
Vincent Bruno
Laura Crowe
Cathy Dalton
Keith Harvey
Evelyn McLane
The Economic Development Authority of the City of Lynchburg is a political subdivision of the Commonwealth of Virginia and serves as the incentive arm of the City. The Authority takes an active role in economic development efforts, pursuing investment and development opportunities, and elevating the economic profile of the City.
John M. Stone Chair
Richard Tugman Vice Chair
Pat Mosby Secretary-Treasurer
Kimberly Soerensen
Assistant Secretary-Treasurer
Georgeann Snead
Sackett Wood
Sean Huyett
LYH is a quintessential Virginian city with a rich cultural character, a vital sense of the past and a growing contemporary energy. We celebrate our history and we look fearlessly to our future.
We’re a small city of outsized opportunities, with a wealth of industries that are defining economic development. We’re reenergizing our walkable downtown and our James riverfront. And we’re retooling our ambitions, seeking to become a truly welcoming place that offers businesses, newcomers, and locals alike a seat at the table.
LYH Loves You!
by Kiera Hight