Mr. Jenkins, You Asked If Anyone Had a Better Idea. I Believe We Have an Opportunity Worth Exploring.

During the recent public hearing on the proposed data center amendment, Mr. Jenkins made a statement that has stayed with me.

He asked if anyone had a better idea.

I believe our community deserves to explore one.

Not because it is easy.

Not because it is guaranteed.

But because it already exists.

Before we ask what new industries Warren County should recruit, perhaps we should first ask whether we have fully developed one of the greatest economic assets already sitting at our front door.

Tourism.

That single word often gets dismissed as advertising, brochures, visitor guides, or social media.

It isn’t.

Tourism is economic development.

Virginia Has Already Proven Tourism Works

According to the Virginia Tourism Corporation, visitors spent approximately $31 billion across the Commonwealth in 2024.

That spending supports businesses, creates jobs, generates tax revenue, and strengthens local economies in every corner of Virginia.

Closer to home, Warren County and the Town of Front Royal generated approximately $94 million in visitor spending.

Most communities would celebrate that number.

I see something different.

I see an opportunity.

We Are Not Starting From Zero

Many communities spend years trying to convince visitors to come.

We don’t have that problem.

Millions of people already choose our community every year.

They enter Shenandoah National Park through Front Royal.

They drive Skyline Drive.

They float the Shenandoah River.

They stop for fuel.

They stop for lunch.

Then many of them leave.

That should lead us to ask a much more important question than whether people know where we are.

How do we encourage more of those visitors to stay another night?

Because every additional night means:

Another hotel room booked.

Another breakfast.

Another dinner.

Another shopping trip.

Another ice cream stop.

Another kayak rental.

Another winery visit.

Another memory created.

Every overnight visitor supports dozens of local businesses—not just one.

Destination Development Is Economic Development

People often think tourism begins with marketing.

It doesn’t.

Marketing simply tells people about experiences that already exist.

Destination development creates those experiences.

It asks questions like:

How do we connect Shenandoah National Park to downtown Front Royal?

How do we encourage visitors to spend an evening instead of an afternoon?

How do we create reasons to visit during every season?

How do we build experiences people cannot find anywhere else?

How do we help local businesses become part of one connected visitor experience?

Those are not marketing questions.

Those are economic development questions.

The Opportunity Is Larger Than We May Realize

One statistic continues to stand out to me.

Within approximately a five-hour drive of Warren County, Google reports an average of 40,500 monthly searches for “Front Royal, Virginia.”

By comparison, “Warren County, Virginia” averages approximately 2,400 monthly searches.

Even more interesting, searches for Front Royal have grown significantly over the past year, while Warren County searches have remained relatively flat.

Consumers are already looking for us.

That means awareness is not our greatest challenge.

Conversion is.

How do we convert more of those interested visitors into overnight guests?

How do we encourage them to extend their stay?

How do we increase visitor spending?

How do we create repeat visitors?

Those questions represent opportunity.

Tourism Should Be Managed Like Every Other Economic Investment

When communities evaluate industrial projects, they ask important questions.

What is the return on investment?

How much tax revenue will be generated?

How many jobs will be created?

What infrastructure is required?

Tourism deserves exactly the same level of analysis.

How much additional Meals Tax could be generated by increasing overnight stays?

How much additional Transient Occupancy Tax could be generated through destination development?

What would happen if we increased average visitor spending?

What would happen if we extended the average stay by just one night?

These are measurable questions.

More importantly, they are answerable.

A Mature Destination Doesn’t Happen By Accident

Successful destinations rarely happen because they have beautiful scenery.

Many places have mountains.

Many places have rivers.

Many places have hiking trails.

Successful destinations intentionally develop experiences.

They invest in partnerships.

They coordinate stakeholders.

They create reasons for visitors to return.

They measure results.

Most importantly, they recognize that tourism is not simply marketing.

It is destination management.

A Conversation Worth Having

This isn’t an argument against any particular form of economic development.

Communities should always evaluate opportunities that strengthen their future.

But I do believe we should ask ourselves one important question before concluding that we need another economic development strategy.

Have we fully developed the one that already brings millions of people to our doorstep every year?

If the answer is yes, then let’s continue exploring new opportunities.

If the answer is no, then perhaps one of the greatest economic opportunities available to Warren County and the Town of Front Royal isn’t something we need to recruit.

Perhaps it’s something we need to develop.

Because people don’t visit governments.

They visit destinations.

And before we ask what else we can build, perhaps we should first ask what our destination is capable of becoming.

Scott Turnmeyer
Front Royal, VA

Disclaimer: The opinions expressed in the letters published on this page are solely those of the respective authors and do not necessarily reflect the views or opinions of the Royal Examiner’s editorial team, its affiliates, or advertisers. The Royal Examiner does not endorse or take responsibility for the accuracy, completeness, or validity of any statements made by the authors. The Royal Examiner has not independently verified the statements and claims presented in the letters. Readers are encouraged to exercise their own judgment and critical thinking skills when evaluating the content. Any reliance on the information in the letters is at the reader’s own risk.

While the Royal Examiner makes every effort to publish diverse opinions, it does not guarantee the publication of all received letters. The Royal Examiner reserves the right to edit letters for clarity, length, and adherence to editorial guidelines. Moreover, the Royal Examiner does not assume any liability for any loss or damage incurred by readers due to the content of the letters or any subsequent actions based on these opinions.

In submitting a letter to the editor, authors grant the newspaper the right to publish, edit, reproduce, or distribute the content in print, online, or in any other form.

We value our readers’ engagement and encourage open, constructive discussions on a variety of topics. However, the Royal Examiner retains the right to reject any letter that contains offensive language, personal attacks, or violates any legal regulations. Thank you for being a part of our vibrant community of readers and contributors, and we look forward to receiving your diverse perspectives on matters of interest and importance.