Bath County, VA - Tourism Asset Development Recommendations

B AT H CO U N T Y, VA TOURISM ASSET DEVELOPMENT RECOMMENDATIONS

Purpose & Introduction Visit Bath County engaged Destination by Design to develop a new county-wide tourism brand, which was presented and adopted by Visit Bath County in April 2023. In addition to developing a brand strategy and visual identity, the scope of work included a high-level assessment of existing tourism assets and gaps.

The purpose of this report is to provide an outline of broad recommendations for expanding the County’s tourism assets and “product.”

The purpose of this report is to provide an outline of recommendations for expanding the County’s tourism assets and “product.”

Due to budget and time constraints, the tourism assessment was performed through only one site visit and input from the President and CEO of Visit Bath County. This report is accompanied by a presentation delivered to the Visit Bath County Board of Directors in February 2024.

If the financial capacity should become available, Destination by Design strongly recommends that Visit Bath County consider a more comprehensive tourism plan that engages a broader audience, involves additional partners, and explores a more comprehensive geography.

Visit Bath’s new brand identity celebrates the picturesque surrounding landscapes, as well as the area’s historic significance.

Recommendations Preliminary recommendations for tourism asset development in Bath County are organized according to three major themes, including:

1. Place-Making 2. Outdoor Recreation 3. Culture & History

01.

Create and promote a sense of place that unites Bath County and its towns and communities.

OBJECTIVE 1.1 Cultivate vibrant, attractive, and activated downtowns and community hubs.

Action: Develop comprehensive master plans for downtown Warm Springs and Hot Springs that emphasize asset connectivity, expanded green space, enhanced public venues, and improved streetscapes.

Action: Engage the unincorporated communities throughout the county by working with local leaders and stakeholders from smaller communities, such as Millboro, to develop a unified community vision.

Action: Support public-private partnerships to stimulate investment in diverse development opportunities that include residential, civic, and commercial mixed-use projects within the downtown areas.

OBJECTIVE 1.2 Increase awareness of destinations and assets throughout the county and within the downtowns and community hubs.

Action: Design a unified gateway and wayfinding signage typology that incorporates the new Visit Bath County brand and create a comprehensive vehicular and pedestrian wayfinding plan for the county and downtowns.

Action: Produce and install distinctive gateway signage for the county and downtowns.

Action: Develop an ADA accessible Visitor Center that creates a community hub and allows for collaborative workspace for county entities and public gatherings.

OBJECTIVE 1.3 Guide future development to support the vision of community leaders.

Action: Work with the County of Bath and the Economic Development Authority (EDA) to develop a comprehensive county-wide land-use plan.

Recommendations

02.

Create a diverse collection of outdoor recreation experiences for people of all ages and abilities that encourages tourism, enhances quality of life, and helps to attract and retain workforce.

OBJECTIVE 2.1 Improve connectivity and access to key assets through outdoor recreation infrastructure development.

Action: Develop a county-wide blueway, greenway, and trail master plan that focuses on asset connectivity.

Action: Create a master plan for paddle trails for the Cowpasture and Jackson Rivers.

Action: Enhance and expand the existing network of natural surface hiking and mountain biking trails by developing connecting trails between regional and local assets.

OBJECTIVE 2.2 Increase awareness of outdoor recreation opportunities throughout the county, towns, and communities.

Action: Inventory and map trails and outdoor recreation infrastructure throughout Bath County to delineate resources that are on public land versus private land.

Action: Create unified signage for outdoor recreation facilities (trailheads, river access points, etc.) that has consistent typology and incorporates the new Visit Bath County brand.

Action: Produce online and/or print guides that highlight county-wide outdoor recreation opportunities such as hiking trails, cycling routes, and paddle trails.

OBJECTIVE 2.3 Expand existing and develop new partnerships with organizations that have a shared mission or interest in developing outdoor recreation infrastructure on publicly accessible land.

Action: Partner with Allegheny County on the expansion of the Jackson River Scenic Trail into Bath County.

Action: Develop a relationship with The Nature Conservancy to explore the development of additional outdoor recreation infrastructure on land managed by The Nature Conservancy and the acquisition of Hobby Horse Farm.

Action: Collaborate with the US Forest Service and Virginia State Parks to expand and improve existing outdoor recreation infrastructure on federal and state lands within Bath County.

OBJECTIVE 2.4 Pursue options to improve existing or build new outdoor recreation infrastructure to augment the offerings within Bath County.

Action: Develop a premier disc golf course to attract visitors already traveling to nearby communities with courses (Roanoke, Harrisonburg, Bedford, etc.).

Action: Explore opportunities to make existing and future outdoor recreation infrastructure ADA compliant and accessible for all ages and abilities.

Action: Establish a maintenance and support plan for existing outdoor recreation infrastructure including hiking and mountain biking trails, river access points, and campgrounds.

Recommendations

03.

Enhance cultural experiences that attract visitors and showcase local assets.

OBJECTIVE 3.1 Create and expand community art throughout Bath County that highlights the rich history and culture of the area.

Action: Work with the Bath County Arts Association to develop an arts master plan that identifies opportunities throughout the county, downtowns, and communities for sculptures, murals, and interactive art installations.

Action: Ensure that Bath County’s distinctive gateway and vehicular/pedestrian wayfinding signage plan not only incorporates the new tourism brand, but is also perceived as art through quality architectural design.

OBJECTIVE 3.2 Capitalize on the success of the existing Garth Newel Music Center to further establish Bath County as a destination for musical performances and events.

Action: Build or create additional music venues or stages (indoor and/or outdoor) to provide event space for concerts, music festivals, and other community events.

OBJECTIVE 3.3 Highlight Bath County’s rich history with authentic experiences that reflect the character and cultural heritage of the area.

Action: Continue to spotlight the history of the natural mineral springs, especially as it relates to outdoor recreation opportunities, wellness, and tourism.

Action: Explore opportunities to highlight the history of the Millboro School, which is on the National Register of Historic Places, and utilize it to create a hub in the community of Millboro.

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