I have previously written in this column about the need to transform and diversify our county as it relates to economic growth via one of the many specific forms of tourism.
However, after a recent weekend trip to Thomas and Davis, West Virginia, I am more certain than ever that such a transformation is not a pipe dream. With a little planning, this goal presents a relatively easy path to sustainable economic growth. (Even if the growth is supplementary to our traditional industries)
Davis and Thomas are neighboring small towns in West Virginia’s Tucker County. They are known for their scenic beauty, outdoor adventures, and artsy charm. In addition to popular tourist activities such as hiking, visitors can enjoy local art galleries, breweries, and live music.
When I say these towns are small – think twice the size of Rogersville. They have a combined population of just over a thousand people.
Despite their size and absolutely remote location, thousands of visitors traverse those back roads to listen to blue grass music at the Purple Fiddle (an establishment with a tiny stage and a large personality). An entire artisan community of unique restaurants and shops have sprung up on the three or four block stretch that make up the “downtowns” of each hamlet.
The kitschy, throwback motels are booked year-round with tourists looking for a weekend retreat from urban stress and congestion.
In the past couple of years, I have visited other small to tiny towns and wondered why some of our beautiful little communities couldn’t achieve the same level of success.
I used to take my students to the high school theater festival in New Hope, PA. (I knew about the festival because Chuck Berryhill took us to the same festival when I was in high school.)
New Hope (1.5 square miles, population 2,000) is a tiny town on the Delaware River known for its artsy vibe, historic architecture, and vibrant cultural scene. It attracts tourists with its eclectic shops, art galleries, and fine dining.
The transformation started when they converted an old grist mill into a theater rather than demolish it. Theater festivals grew into a steady stream of visitors that supported a renaissance of culture and dining in the area around the theater.
Nearby Ligonier, PA (1.4 square miles, population 1,600) is another mecca for tourists in Western Pennsylvania. Storybook Forest, Idlewild, and Fort Ligonier are seasonal and only part of the draw. Moreover, these attractions have diminished in popularity over the years as they faced stiff competition from larger entities. However, Ligonier has deftly pivoted to hosting multiple fun festivals and attracting unique, quality merchants to their downtown area.
One of the best examples of cooperative economic planning is the Ohio Amish Country. The development of those traditional villages has expanded far beyond the simple “Amish experience.” It’s an ideal destination situated between three large cities (Cleveland, Pittsburgh and Columbus) for those seeking relaxation and a slower pace away from modern life.
My trip to Cooperstown, NY to visit the Baseball Hall of Fame left me in shock at the size of the town (1.8 square miles, population 1,800). It was like walking around an area the size of Carmichaels. Obviously, the main attraction is the Hall, but multiple shops and restaurants provide visitors with plenty of other options.
Interestingly, the whole story about Abner Doubleday inventing baseball there was a marketing myth. The story was completely made up to attract tourism. Yet, here we are over 100 years later, and thousands of fans make the annual pilgrimage to the tiny town each year.
But a small eastern Pennsylvania town similar in size to Waynesburg may take the Chutzpa Award for tourist marketing. Jim Thorpe (population 4,000) was once a struggling coal mining town on the verge of collapse. Its name was originally Mauch Chunk. In 1954, the city council reached an agreement with Jim Thorpe’s widow to bury the sports legend in their town and provide him with a monument (even though he had never been there).
They even renamed the town Jim Thorpe and built a revitalized economy around this one bizarre event. Today, the town is swarming with tourists eager to ride the old, scenic railroad cars and experience the bucolic surroundings replete with shops and restaurants. This savvy revitalization showcases how small towns can reinvent themselves.
Small towns often hold hidden treasures such as rich histories, natural beauty, or unique cultures, which can be strategically developed and marketed. While major cities usually dominate the tourism spotlight, many travelers today seek more intimate, authentic experiences. This growing interest in local culture, slower travel, and off-the-beaten-path destinations opens the door for small towns to attract regional visitors.
The first step in the transformation is identifying what makes a place unique. Every town has a story, whether it’s rooted in history, geography, tradition, or industry. Emphasizing this unique identity helps differentiate the town from other destinations. Authentic storytelling through local legends, historical figures, or cultural customs creates an emotional connection between the town and potential visitors.
For transformation to be successful and sustainable, the entire community must be involved. Local residents, business owners, and government officials need to share a collective vision and work together to enhance and promote the town’s appeal. Small towns often rely on grassroots efforts. Volunteers play a key role, especially in the early stages of tourism development.
To welcome tourists, small towns must have, or develop, adequate infrastructure. This includes lodging options, dining establishments, public restrooms, signage, parking, and reliable internet access. While it’s important not to overdevelop or lose the town’s charm, essential services must meet visitors’ expectations.
Investing in preservation, such as restoring old buildings, maintaining public parks, or improving streetscapes, can enhance visual appeal. Consistent signage, pedestrian-friendly pathways, and decorative elements like flower boxes or murals make a big impression.
Tourism supports and is supported by local businesses. Restaurants, boutique shops, galleries, and service providers directly benefit from increased visitors. Encouraging entrepreneurship and supporting small businesses is essential to a town’s success as a destination.
Many of our local events are a good starting point for attracting tourism. These well-run events featuring our culture and traditions create buzz and generate positive word-of-mouth. We just need to develop a coherent, long-range strategy to expand these events and draw people from around the region.
I know many people in the community share my opinion about capitalizing on our culture, location, and scenic beauty. With thoughtful planning, community involvement, and a focus on authenticity, we can unlock our potential and offer unique experiences to travelers.
