Blue Ridge Rising Summit Presentation by Destination by Design

INTRODUCING BLUE RIDGE RISING

NATIONAL PARK SERVICE - BLUE RIDGE PARKWAY

Welcome Video from Tracy Swartout Superintendent of the Blue Ridge Parkway

BLUE RIDGE RISING SPONSORS

BLUE RIDGE PARKWAY The most visited National Park Service unit with 15.7 million visitors in 2022 Travels through 12 counties in Virginia and 17 counties in North Carolina Generates $1.7 billion of positive annual economic impact to the adjacent communities Catalyst for promoting regional tourism and signiﬁcant contributor to regional economic vitality

Photographs by Vicki Dameron

BLUE RIDGE PARKWAY FOUNDATION Nonproﬁt fundraising partner for the Blue Ridge Parkway since 1997

Over $22M in projects and programs funded since inception including: ● Completion of ADA trail at Abbott Lake/ Peaks of Otter ● Restoration of Flat Top Manor at Moses H. Cone Memorial Park ● Multiple vista clearings ● Trail rehab projects ● Tripling revenue & attendance at the Blue Ridge Music Center since 2013

THINKING BEYOND THE PARKWAY ● Kids in Parks - One million outdoor adventures by children; 250-300 TRACK Trails in 18 states + D.C. ● Graveyard Fields ● Shining Rock Wilderness ● Reopening The Bluffs Restaurant

BLUE RIDGE RISING 2023 YEAR IN REVIEW

BLUE RIDGE RISING SUMMIT

December 5-6 Meadowbrook Inn Blowing Rock, NC

BlueRidgeRising.com

10 ACTION GROUPS Uniﬁed Regional Voice Bicycle Safety & Awareness Travel Itineraries Coordinate Events Passport Program Trails & Greenways Land Protection Dark Skies Youth Conservation Corps Curriculum Development

ACTION GROUP GOALS Identify clear, measurable, short-term goals (within 12 months) for the strategy Determine process and 2-4 high-level action steps for each strategy Identify potential challenges or current unknowns that need additional research Present results at the Blue Ridge Rising Summit on December 6

MARKETING INITIATIVES

MARKETING ACTION TEAMS TRAVEL ITINERARIES Leslie Schlender Kate Gavenus Maureen Kelley

Lisa Bottomley Morgan Herbert Bobby Chappell

Megan Mason Cynthia Tessien

COORDINATE EVENTS Rachel Wooster

Jean Saung

Matt Ward

PASSPORT/VISUAL TRAIL Daniel Pinard Shannon Odom

Lisa Bottomley Kalen Hunter

Lee Henderson-Hill

TRAVEL ITINERARIES INITIATIVE Create, share, and promote regional travel itineraries

12-MONTH GOAL 7-10 regional travel itineraries

KEY STEPS ID existing itineraries, determine categories, design website and materials

CONTRIBUTE Collaborate with agencies or organizations that create/share itineraries; brainstorm themes for itineraries

TRAVEL ITINERARIES

“It will take us about 30 minutes to get to Boone, right?” - Overheard at the Asheville Visitor Center information desk

TRAVEL ITINERARIES

“Where is the nearest place to grab a nice dinner?” - Hiker deep on the Upper Falls Trail at Graveyard Fields

TRAVEL ITINERARIES

Virginia Tourism Corporation

TRAVEL ITINERARIES

Explore Georgia

TRAVEL ITINERARIES

Explore Georgia

TRAVEL ITINERARIES

Blue Ridge Parkway Association

TRAVEL ITINERARIES

Cherokee North Carolina

TRAVEL ITINERARIES

Wanderlog.com

TRAVEL ITINERARIES Print materials to complement online tools

Explore Elkin

COORDINATE EVENTS INITIATIVE Online, searchable calendar for events in Parkway communities

12-MONTH GOAL Prototype website: searchable by dates, geography, topics + pilot Parkway event to highlight offerings of community

KEY STEPS Create categories, criteria, survey, submission form

CONTRIBUTE Existing event calendars & suggested areas for Parkway events

COORDINATE EVENTS

FloydFest

Roanoke GO Fest North Carolina Apple Festival

Blue Ridge Folklife Festival

Hundreds events in Blue Ridge Parkway communities

COORDINATE EVENTS

2022: April 28-30 — 2024: May 11-12

2022: April 28-May 1 — 2024: April 25-28

COORDINATE EVENTS

Virginia Tourism Corporation

COORDINATE EVENTS ● Determining criteria for listings ● Set categories of listings (arts, music, outdoor recreation, Parkway related) ● Geographical search (within x miles) ● Form to submit listings ● Proactive promotion & engagement

COORDINATE EVENTS

Visit North Carolina

COORDINATE EVENTS

Bring communities to the Parkway to interact with visitors

Blue Ridge Music Center

COORDINATE EVENTS

Humpback Rocks

COORDINATE EVENTS ON THE PARKWAY

Doughton Park milepost 241

PASSPORT/VISUAL TRAIL PROGRAM INITIATIVE Design/pilot regional passport/visual trail program

12-MONTH GOAL Pilot visual icon trail, 1 location per community

KEY STEPS Determine location criteria, QR code, partner with arts community

CONTRIBUTE Potential locations & partners, design ideas

PASSPORT/VISUAL TRAIL PROGRAM

Cherokee, N.C.

Haywood County Arts Council

Hendersonville, N.C.

Los Angeles

PASSPORT/VISUAL TRAIL PROGRAM

Floyd Country Store, Va.

Doc Watson statue, Boone, N.C.

DISCOVERING VIRGINIA’S LOVEWORKS December 6, 2023

Virginia’s LOVEworks

Program 1. What is the LOVEworks program? 2. What are the LOVEworks program requirements? 3. Can the LOVEworks be rented? 4. How many LOVEworks are there across the Commonwealth of Virginia?

LOVEWORKS PROGRAM

SHOW THE LOVE

LOVEWORKS PROGRAM

Buffalo Mountain Brewery Floyd, VA

Image Source: Unsplash.com

City of Galax Galax, VA

Image Source: Unsplash.com

Wood Ridge Farm Brewery Lovingston, VA

Image Source: Unsplash.com

Blue Mountain Barrel House Brewery Arrington, VA

Image Source: Unsplash.com

Apple Ridge Farm Copper Hill, VA

Image Source: Unsplash.com

Patrick County Stuart, VA

Image Source: Unsplash.com

Cave Hill Farms Brewery McGaheysville, VA

Image Source: Unsplash.com

Freedom Park Williamsburg, VA

Image Source: Unsplash.com

NN Burger Tappahannock, VA

Image Source: Unsplash.com

urce: com

SHARE THE LOVE • Visit our 360+ LOVEworks across the Commonwealth

• Share photos of the LOVE on Facebook, Instagram, & X (formerly known as Twitter)

o Tag @VisitVirginia o Utilize the hashtag #LOVEVA • Find Virginia’s LOVEworks here

THANK YOU!

Kalen Hunter Sr. Destination Development Manager Virginia Tourism Corporation khunter@virginia.org 276-213-0009

LOVEWORKS PROGRAM

PASSPORT/VISUAL TRAIL PROGRAM

MARKETING

Photo by Monty E. Combs

EDUCATION INITIATIVES

EDUCATION ACTION TEAMS YOUTH CONSERVATION CORPS Simone Adams Dale Brotherton

Kim Case Barry Robinson

Lee Henderson-Hill

CURRICULUM DEVELOPMENT Mary Zell Galen Carol Litchﬁeld Kim Case Rebecca Adcock

Cynthia Tessien Evelyn Coltman Stan Meiburg

Paul Wolf Tim Miller Katie Wall

YOUTH CONSERVATION CORPS INITIATIVE Support and grow conservation corps programs

12-MONTH GOAL Formalize and streamline a work development pipeline

KEY STEPS Identify target audiences, catalogue existing corps programs, and outline gaps

CONTRIBUTE Identify existing community programs

CURRICULUM DEVELOPMENT INITIATIVE Unite education programs and encourage development of relevant curriculum (hospitality, trail building, etc.)

12-MONTH GOAL Create a resource guide of all existing relevant curriculum and programs in the Blue Ridge Rising region

KEY STEPS Set criteria for inclusion in resource guide, identify types on information to be collected, conduct inventory

CONTRIBUTE Identify known programs/curriculum

EDUCATION PANEL DISCUSSION EDUCATION PANELISTS ● Katie Wall, Lees McRae College ● Joy James, Appalachian State University ● Lisa Moyer, Muddy Squirrel ● Kim Case, myFutureNC ● Jessie Birckhead, Conservation Corps North Carolina

ADVOCACY INITIATIVES

ADVOCACY ACTION TEAM

UNIFIED REGIONAL VOICE Zach Wallace Ken Walter Lisa Bottomley

James Houchins Christie WIlls Jeff Hunter

Jon McCoy Barbara Halsey Mary Alice Holley

UNIFIED REGIONAL VOICE INITIATIVE Unite federal, state, and local voices to support funding, laws, and policies beneﬁcial for resource, economic and related corridor issues

12-MONTH GOAL Establish a Parkway Caucus

KEY STEPS Strengthen existing partnerships, identify business and elected leaders and groups, and align platforms and issues

CONTRIBUTE Identify existing relevant advocacy groups

UNIFIED REGIONAL VOICE PANEL DISCUSSION UNIFIED REGIONAL VOICE PANELISTS ● Jeff Hunter, National Parks Conservation Association ● Zach Wallace, Asheville Chamber of Commerce ● Barbara Halsey, Blue Ridge National Heritage Area ● Brent Laurenz, Friends of the Mountains-to-Sea Trail and Great Trails State Coalition

UNITED REGIONAL VOICE WELCOME VIDEOS

Senator Tim Kaine (D-VA)

Rep. Chuck Edwards (R-NC)

RESOURCE PROTECTION INITIATIVES

RESOURCE PROTECTION ACTION TEAMS LAND PROTECTION Barry Robinson Jordan Sellers

Lisa Bottomley Cynthia Tessien

Starli McDowell Rusty Painter

John Boyd Brian Wells Carol Litchﬁeld

Meg Puett Khal Khoury

DARK SKIES Jon McCoy Darlene Butler Evelyn Coltman

LAND PROTECTION INITIATIVE Partner with land trusts/public agencies on natural resource protection/management.

12-MONTH GOAL Convene regional meeting of leaders to ID land protection priorities.

KEY STEPS ID groups, ID key viewsheds/lands

CONTRIBUTE Land trusts/public agencies - especially Virginia

CTNC’s Blue Ridge Parkway Project • 1996 – Designated by the Year of the Mountains Commission to spearhead land conservation along the Blue Ridge Parkway

NORTH CAROLINA Doughton Park

Stone Mtn. State Park E.B. Jeffress Park

Julian Price Park

• 1997 Land protection MOU with NPS

Blowing Rock

Linville

(15)

Spruce Pine

• 78 projects completed totaling 35,168 acres

• Acquired & conveyed 51 properties to public agencies totaling 4,773 acres

Waterroc k Knob

• Currently own 9 properties totaling 931 acres awaiting transfer to NPS/Blue Ridge Parkway

VIRGINIA

(54)

ES NN

(9)

H RT LINA O N RO CA

(2)

Waynesville

CTNC’s Land Protection Planning and Focus Area • Portions of 17 counties along 252 miles of the Blue Ridge Parkway in North Carolina • Study area extends 1 mile on each side of the Parkway motor road • 2,600 parcels ranked in 2022 (unprotected properties 10 acres or more)

CTNC’s Blue Ridge Parkway Parcel Prioritization Model • Constructed and run using ArcGIS analysis & mapping software • Based on model developed by CTNC in 2009

w ark

• Shared with local land trust partners along the BRP • Most recently updated by CTNC intern in 2022 • Incorporates six key criteria driving our conservation efforts • Displays individual component scores and final score are available along with geographic display for each tract

Model Inputs & Design Parcel Size: Larger parcels score higher, but sometimes smaller tracts are still critical. Minimum parcel size is 10 acres. Proximity to Protected Areas: Strong preference for adjacency to public land, but any protected area counts. Climate Change Resiliency: NatureServe/The Nature Conservancy’s ecological climate resiliency model. Natural Heritage Value: Natural Heritage Program data & other avian and terrestrial species data to capture biodiversity. Water Quality: Water quality classifications, aquatic species data and public use Visual Impact: Evaluation of visibility of land while driving and at Parkway overlooks Other Considerations Not Quantified in the Model: Partnerships, recreation enhancements, cultural or historic value, community benefits, development pressure, NPS rights-of-way & scenic easements, land values, and WILLING LANDOWNERS.

Model Inputs & Design

Criteria & Weight

15%

10% 20% Range 1-10 10%

30%

• Ground-truthing is critical • Qualitative factors must be considered

15%

Model Output

Initial landowner outreach directed to top 1/3rd Other factors may drive outreach to lower scoring properties Even properties in the lower 2/3rds of final score range can score 10 in some category(s)

How Can CTNC & Our Partner Land Trusts Help?

What are other partners’ land acquisition priorities? What additional role(s) can land trusts play…in NC & VA? What data & criteria are important for future consideration? How can we increase the pace of conservation along the BRP?

LAND PROTECTION - PRIORITY SETTING Blue Ridge Parkway priorities (General Management Plan): ● Boundary management and ownership ● Historic or cultural landscape sensitivity ● Transboundary natural resource threats ● Scenic easement issues ● At-grade crossings or accesses ● Visual sensitivity or scenic quality ● Visitor experience opportunities ● Off-parkway recreation needs and trends Other Local Priorities? ● Drinking water watersheds ● Farmland protection ● Other?

FROM DAY TO NIGHT

DARK SKIES INITIATIVE ID, support, expand Dark Sky designations

12-MONTH GOAL 3-5 designations

KEY STEPS ID possible sites, review vs. criteria, nominate, promote

CONTRIBUTE Suggest possible sites

DARK SKIES: MAYLAND CC EARTH TO SKY PARK

DARK SKIES: PRIMLAND RESORT OBSERVATORY

aubergeresorts.com/primland/experiences/

PISGAH ASTRONOMICAL RESEARCH INSTITUTE

"Picnic on the Blue Ridge Parkway" by Scott Ramsey/13th Appalachian Mountain Photography Competition (taken at Waterrock Knob)

"Nightfall at the Manor" by Sharon Canter/13th Annual Appalachian Mountain Photography Competition

DARK SKIES: NEXT STEPS 1) Identify existing Dark Sky entities close to the Parkway and determine their interest in participating. 2) Identify astronomy clubs/associations for participation. 3) Develop relationships with The International Dark Sky Association and Society of Scientiﬁc Exploration. 4) Develop group tours, including identifying current astronomy tour groups/operators to understand their standards for tour selection (e.g., National Geographic Expeditions, Smithsonian Tours, and local tour operators). 5) Develop hospitality teams at dark sky sites with local TDAs, Chambers of Commerce, to provide lodging & meals + daytime cultural & educational experiences (e.g., museums, arts & cultural organizations).

OUR PEOPLE, OUR LAND, OUR FUTURE

REGIONAL DEMOGRAPHICS

Blue Ridge Rising Region

United States

Wealth Index

100

Housing Affordability

116

113

Diversity Index

REGIONAL DEMOGRAPHICS – AT RISK

Blue Ridge Rising Region

United States

Households w/ Disability

27%

25%

Population 65+

23%

17%

Households w/o Vehicle

COUNTY PROFILES

Find profiles for all 29 Parkway counties at BlueRidgeRising.com (scroll down to state maps with county links)

Floyd County Parkway Travelers

HOME LOCATIONS *Excludes county residents

AGE

RACE & ETHNICITY

Floyd County Parkway Travelers

DEMOGRAPHICS *Excludes county residents

TRIP DISTANCE

HOUSEHOLD INCOME

Floyd County Parkway Travelers

DEMOGRAPHICS *Excludes county residents

BLUE RIDGE RISING RESILIENCE INDEX Comprehensive index that considers both socioeconomic and environmental factors

Comparative understanding of each county within the Blue Ridge Rising Region

Support prioritization in regional planning and enable equal distribution of resources and funding

PREVIOUS RESILIENCE RESEARCH Appalachian Regional Commission (ARC) U.S. Economic Development Administration (EDA) U.S. Centers for Disease Control and Prevention (CDC) Conservation Trust for North Carolina (CTNC) The Geographies of Community Disaster Resilience: University of South Carolina (USC) U.S. Environmental Protection Agency (EPA) Environmental Systems Research Institute (Esri)

RESILIENCE INDEX VARIABLES 25 TOTAL VARIABLES +12 positive -13 negative

19 SOCIOECONOMIC +11 positive -8 negative

6 ENVIRONMENTAL +1 positive -5 negative

RESILIENCE INDEX METHODOLOGY Variable Standardization Variables are standardized by assigning a value of 0-1. Resilience Value Calculation The resilience value is the sum of all standardized values. Variables negatively impacting resilience are subtracted; values positively impacting resilience are added. Final Resilience Ranking Resilience values ranked for all 37 jurisdictions within the Blue Ridge Rising region (29 counties and 8 Virginia cities).

RESILIENCE RANKING RESULTS – ENVIRONMENTAL

RESILIENCE RANKING RESULTS – SOCIOECONOMIC

RESILIENCE RANKING RESULTS – COMBINED

VISITOR EXPERIENCE INITIATIVES

VISITOR EXPERIENCE ACTION TEAMS TRAILS/GREENWAYS Ann Lutz Christie Wills Jean Saung Lee Reading Matt Edwards Sarah Thomas

Barry Robinson Cynthia Tessien Jon McCoy Natalia Sienitsky William Fralin Rebecca Adcock

Cheryl Morales Daniel White Lee Henderson-Hill Patti Price Love Lisa Bottomley

BICYCLE SAFETY/ACCESS Elijah Sharp Laura Wolf

Leslie Schlender

John Hopkins

TRAILS/GREENWAYS INITIATIVE Connect the Parkway to communities and communities to each other via trails.

12-MONTH GOAL ● Inventory regional trails and trail projects ● Create a regional trails guide ● Identify 2-4 key trail projects to help complete

KEY STEPS Develop metrics, evaluate trails, publish & share data, rank needs & feasibility to advance trail projects.

CONTRIBUTE Identify local trails, trail “gaps,” and ongoing projects

Old Fort, NC ● Outdoor Recreation Development Strategy Recreation Asset ● Raised $3.5M to build 42 miles Development of new multi-use trails ● 10 miles built to date ● Catawba Vale Innovation Market- Commercial Real & Workforce Development- $13M ● Grier Village - Workforce development & visitor lodging. ~$40MM Lodging ● Anticipated annual visitation Commercial 500,000+ ● Anticipated economic impact $30+M Annually

G5 TRAIL COLLECTIVE ● ● ●

●

● ●

Founded in 2015 as part of nonprofit Camp Grier in Old Fort Not another nonprofit not membership driven Goals are ○ Develop volunteer resources ○ Develop financial resources ○ Support the USFS GFRD Three full-time G5 Employees ○ Program Director ○ Trail Specialist ○ Volunteer Coordinator Planning partner, NEPA partner, trail contracting partner for the USFS in Old Fort Current Project- Old Fort Trails Project

LOOKING AROUND CORNERS Opportunities ● Add value to user experience ● Creates economic opportunities for rural communities ● Creates new and younger advocates for outdoor assets like public lands and National Parks ● Connects new generations to the outdoors Challenges ● Funding ● Visitor Parking ● Landscape Stewardship ● Managing cross-jurisdictional recreational assets ○ USFS ○ BRP ○ Multiple private landowners ○ Mt. Mitchell State Park ○ Municipal watershed

BICYCLE SAFETY/ACCESS INITIATIVE Improve bike/pedestrian safety along Parkway & major corridors

12-MONTH GOAL 12-15 preferred routes; safety messaging/signage

KEY STEPS Route categories, ID preferred routes, map/publish routes; share bicycle safety messaging, signage

CONTRIBUTE Preferred routes, community cycling contacts

BICYCLE SAFETY/ACCESS ● Help cyclists discover the Parkway via gateway communities! ● Crossover or Congruent ● Variety: road, gravel, mountain biking ● All levels

Sample Route: Mountain Biking Sherando, VA Counties: Augusta & Nelson 10 miles 1,100 ft. gain Intermediate 1.5 miles on BRP connecting White Rock Gap Trail & Slacks Trail Overlooks: Twenty Minute Cliff (MP 19) & Slacks Overlook (19.9)

Route by: Three Ridges Touring

Sample Route: Gravel Cycling Bedford, VA Counties: Bedford & Botetourt 63 miles | 6,400 ft. gain Intermediate & Endurance MP 93.2 Bobblets Gap to MP 90.9 Bearwallow Gap 78.4 Sunset Field Overlook to 80.5 USFS Road 190 Route by: Peaks Coaching Group

BICYCLE SAFETY/ACCESS - BEST PARKWAY CONNECTOR?

https://visitfloydva.com/cycle-floyd/

BICYCLE SAFETY/ACCESS - SIGNAGE

TALKING UP BICYCLE SAFETY/ACCESS

NATIONAL PARK SERVICE - BLUE RIDGE PARKWAY

Closing Video from Tracy Swartout Superintendent of the Blue Ridge Parkway

CLOSING DISCUSSION CLOSING DISCUSSION PANELISTS ● Neal Labrie, National Park Service ● Leesa Brandon, National Park Service ● Kim Davis, Friends of Southwest Virginia ● James Houchins, Patrick County Tourism ● Jesse Pope, Grandfather Mountain Stewardship Foundation.