Jeff Hess, executive director of the Heart of Appalachia Tourism Authority, presented the authority’s work to the Dickenson County Board of Supervisors and outlined how marketing and coordination across eight localities supports local hospitality and related businesses.

Hess described Heart of Appalachia’s mission — established by the Virginia General Assembly in 1993 to market the region — and said the authority represents Lee, Scott, Wise, Russell, Dickenson, Buchanan, Tazewell and the city of Norton. He noted the region’s natural and cultural assets (The Breaks Interstate Park, the Crooked Road, Birch Knob Tower and music festivals) and said these assets help attract travelers who spend money on lodging, food and attractions.

Using data from the Virginia Tourism Corporation (VTC), Hess said Dickinson County generated roughly $8.5 million in domestic travel expenditures in 2019, which supported an estimated 84 jobs and about $1.2 million in payroll; VTC data showed some recovery from pandemic lows with a reported increase in tourism spending (he cited a 12.5% increase to $9.6 million in 2021). Hess said the authority publishes a visitor guide and promotes cycling and motorcycle routes that cross the region, and he noted local partners — including Rita Serratt, the county’s chamber president and tourism director, and Austin Bradley of Breaks Interstate Park — serve on the authority’s board.

Board members asked about how Heart of Appalachia tracks the effectiveness of marketing; Hess said he uses analytics (social media metrics and hotel data from VTC) and distributed visitor guides and noted the limitations of direct attribution. He said the authority maintains a small staff — himself and an office manager, plus a part‑time contracted social media coordinator — and highlighted upcoming outreach to legislators in Richmond.

Ending: Board members thanked Hess for the overview and said they welcomed continued collaboration to update promotional materials and to pursue opportunities that support local tourism businesses.