Smithfield & Isle of Wight Convention & Visitor’s Bureau

Making a home for visitors

IF YOU GO

319 Main St. Smithfield, VA 23430 Visitor’s Center: 757-357-5182 Arts Center: 757-357-7707 Hours: 10 a.m. to 4 p.m. Monday through Saturday, noon to 4 p.m. Sunday Admission: free

By Stephen Faleski Staff Writer

Smithfield has a population of just over 8,000 but sees visitors from all across the country and world — many of whom, at some point during their visit, will wander through the door of the town’s Convention & Visitor’s Bureau at 319 Main St.

Some are staying at timeshare properties in the Williamsburg area, and decided to make a day trip to the other side of the James River. Others are traveling on business.

Some are looking for information on where to eat and shop, and local events. Others just want to use the bathroom.

According to Manager Deb Frank, the visitor’s center averaged roughly 29 visitors a day in 2020, having been closed from March 18 through May 25 that year due to the COVID-19 pandemic. That’s a slight drop from the 37 a day it averaged in 2019.

“Pennsylvania, New Jersey and North Carolina are our top three states [for visitors],” Frank said.

The center also functions as an information hub for local residents who may want to know more about the area in which they live and work, or about what’s going on in the town or in Isle of Wight County.

“Remarkably, although business travel is at a virtual standstill, leisure business has continued to be strong — especially on weekends, with visitation primarily from a much closer proximity than we usually experience,” said Judy Winslow, director of tourism for Smithfield and Isle of Wight County. “Locals have come to the rescue of local businesses, and sales and visitation numbers remain amazingly stable.”

In November and December 2020, Smithfield and Isle of Wight Tourism partnered with the county’s Economic Development Department and Chamber of Commerce on the #IsleShopSmall gift certificate program, which matched local dollars with CARES Act funds to allow residents to buy up to five $40 gift certificates to participating local businesses for $20 apiece. Eighty-three of the 98 participating businesses had at least one certificate purchased for their establishment, with the most popular receiving $17,000 from the program.

“The gift certificate program reinvested over $800,000 back into small business coffers at a time when they needed it most,” Winslow said.

While the town’s annual festivals and parades, which ordinarily are among the highest visitor- and revenue-generating staples of Isle of Wight tourism, had to be canceled due to restrictions on gathering size, “our staff was still able to dedicate their time and energy to the Smithfield and Carrollton Farmer’s Markets; Picker’s Markets; and creating, supporting and promoting boutique events like the Autumn Art Show,” Winslow said.

“Although we are highly hopeful that we will be heading into a post-COVID timeframe, we are looking for a slow return to more normal travel patterns,” she added. “We will continue to plan smaller, more boutique-style events in early 2021 before bringing back festivals, parades and large markets.”

The visitor’s center shares space in a converted hardware store with the Arts Center @ 319, a facility that hosts eight resident artists and various art exhibits throughout the year.