As VOICe (Valley Outdoor Investment Committee), Roanoke stands on the brink of an exciting opportunity to continue positioning itself as a leader in outdoor recreation. A recent article in Cardinal News highlights how North Carolina’s mountain counties thrive on outdoor amenities, underscoring the potential for Roanoke to achieve similar success.
Our neighbors to the south demonstrate how strategic investments in outdoor amenities attract high-income residents and fuel economic growth. Thanks to Roanoke Outside, an initiative started by the Roanoke Regional Partnership in 2009, we already have a leg up. Guided by public and private leadership, including eight local governments, the partnership launched Roanoke Outside and developed a strategy to leverage our natural assets to attract people and businesses. This effort laid the foundation for Roanoke’s emergence as an outdoor destination.
Regional successes — such as Explore Park, Carvins Cove, Mill Mountain, greenways and the soon-to-be-built Craig Botetourt Scenic Trail and in-river kayak park — highlight the region’s potential. Building on this momentum, projects like reopening the Roanoke Mountain Campground and completing the Roanoke River Greenway can further solidify our reputation as a premier outdoor destination.
Despite these recent achievements, Roanoke is at a pivotal moment: either we leverage our strategic investment in outdoor assets now to secure our position as a leading outdoor destination, or we risk being overshadowed by more aggressive regions. Communities nationwide understand how investment in the outdoors bolsters economic growth and are ramping up their efforts. Delays could cost us millions in revenue, high-income residents, and business opportunities.
Roanoke’s affordability strengthens its appeal: with the cost of living 8.7% lower than the national average and annual salaries averaging $56,127, residents enjoy greater purchasing power than most communities. This balance makes Roanoke an attractive option for individuals and families seeking a higher quality of life.
To compete with North Carolina’s well-developed tourism industry, Roanoke must:
1. Increase funding for parks and recreation
2. Continue developing world-class outdoor amenities
3. Market the region as an outdoor destination
4. Foster a welcoming environment for all
A region’s global brand and image are crucial for attracting and retaining residents, businesses, visitors, and a talented workforce. Western North Carolina’s decades-long effort and larger tourism budget have established a strong outdoor reputation. While they started earlier, Roanoke is catching up, with arts, entertainment and recreation jobs growing 47% over the past five years, according to the Bureau of Economic Analysis and the Bureau of Labor Statistics. Additionally, in 2023, visitor spending reached $882 million, exceeding pre-pandemic levels. By doubling down on branding and investment, Roanoke can continue to elevate its position as a premier outdoor destination.
Outdoor investments improve residents’ quality of life, boost local businesses by attracting visitors, and create jobs. Growth generated by the outdoor sector reverberates throughout the regional economy by increasing property values and strengthening the tax base to fund future initiatives. Prioritizing outdoor development catalyzes regional prosperity.
Conclusion:
The data is clear: Investment in outdoor recreation drives economic growth. Roanoke must seize this opportunity and expand upon its foundation with bold investments. We urge leaders to prioritize outdoor infrastructure in budgets and long-term plans. Roanoke has the natural beauty and potential to become a premier outdoor destination. Through targeted investment, we can build a thriving economy on our greatest asset — our stunning outdoor spaces. The time to act is right now, in this budget cycle.
