The Town of Appomattox, located 20 miles east of Lynchburg in Central Virginia, has long sought to develop the lodging, hospitality, and retail market around the nearby Appomattox Court House National Historical Park, the newly established Museum of the Confederacy, and the numerous other historical sites around the community. A major manufacturing plant closure further reduced the Town’s economic base and made the case for focusing on tourism-based economic development all the more pressing.
With this goal in mind, Virginia’s Region 2000 Partnership, in cooperation with the Town of Appomattox, engaged PGAV PLANNERS to assist in both the development and economic analysis associated with the tourism-related retail and hospitality market in and around the Town. The principal focus of the project was to investigate, review, and analyze the Town’s potential to capitalize on tourism generators located within a 50 to 100 mile radius.
After a review and analysis of the available tourism data, overview of the current trends within the retail outlet industry, and a three-day field visit touring Lynchburg and Appomattox, the project concluded that Appomattox is well-positioned to generate incremental growth in both lodging and retail by leveraging several positive contributing factors in the tourism market of Lynchburg. Components of the final project report included an overview of Appomattox and Lynchburg’s tourism situation, an overview of the current destination retail outlet industry, tabular and graphic data illustrating the major retail and hospitality locations, demographics and retail sales potential of the residential population. Also, included were key recommended actions that were to become components of a marketing plan to achieve the joint goals of lodging and destination retail development.