Rotary Club of Warren County: Update on tourism in the town of Front Royal

At our previous meeting, Felicia Hart, Director of the Front Royal/Warren County Tourism Community Development, presented an update on tourism in the Town of Front Royal Projects, which was very enlightening.

As Felicia noted, tourism revenue continues to grow. Tourism remains a critical contributor to our local economy in 2019, as it did in 2018.  While we may complain about all of the “Leaf Peepers,” they contribute to our economy and save us a lot of money in the long run, so we can put up with the long lines on the weekends because that is money in our pockets. She said that in 2018 tourism revenue for our town and county reached more than $151,300,393, a 4.9 percent increase over 2017. This meant that tourism supported jobs totaling 1,706, while local tourism-related taxes were $2,922,849. This had a major impact on each of us and on our pocketbooks. Each of the 40,003 households in our town and county paid almost $200 less in state and local taxes because of tourism.

She noted that we are now part of the Appalachian Mural Trail Program, with the appearance of a local mural off of Main Street now. We are also offering incentives to the thru-hikers on the Appalachian Trail, who are stopping in town, taking pictures at the mural. They then can receive benefits from our local merchants. It is a win-win for all of us.

As part of the town’s development program, we are also able to offer incentives to start-up businesses. As a result, zoning permits are up over past years, as are applications for business licenses.

Our community is also involved in a community-block-grants program. We will spend approximately $219,680 for development of the town plaza; $640,00 for the facade improvement program; $400,000 on the Royal Shenandoah Greenway; $28,500 for our Streetscape Improvement Design; $56,500 for parking and alley improvements; $162,000 for new signage (and they look great); and $44,400 for Branding and Marketing, including ads in Southern Living, Golf, and Blue Ridge Outdoors magazines. As she noted, the return on our investment was tremendous – for $130,000 we received more than $1.6 million.

We have also updated the town’s website, become active on social media, prepared a Visitors’ Center Guide, built lighted sign boxes in the downtown area; constructed slat wall installations for brochures; and are constructing a new Kiosk outside the Visitor’s Center, all completed or to be completed by the end of 2019.

Our invitation to our visitors is “Come Play in Our Backyard,” and Felicia has worked tirelessly to be sure they are welcomed. For her complete program and to learn more about the Rotary Club of Warren County, please go to www.warrencountyrotary.org or watch here: