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Heart of Appalachia director urges Lee County tourism push, highlights bike route and trail links
Summary
Jeff Hess, executive director of the Heart of Appalachia Tourism Authority, told the Lee County Board of Supervisors the authority will target nearby metro markets (notably Knoxville) and promote local trail and outdoor assets, including a 128‑mile Heart of Appalachia bicycle route and planned Pine Mountain Trail connections to Cumberland Gap.
Jeff Hess, executive director of the Heart of Appalachia Tourism Authority, told the Lee County Board of Supervisors on March 18 that the authority aims to expand marketing for Lee County by targeting nearby metropolitan visitors and emphasizing the area’s outdoor attractions.
“I'm a lifelong native of the mountains here in Russell County,” Hess said as he introduced the organization and its mission. He described a marketing program that uses lodging data to focus advertising on travelers from Knoxville, Charlotte and Greensboro and said the authority plans to prioritize print and targeted outreach to stretch limited budgets.
Hess described a 128‑mile Heart of Appalachia bicycle route that begins in St. Paul, Va., and said new trail projects — including a proposed Pine Mountain Trail connection to Cumberland Gap — will expand access to local scenic and historic sites. “We are Heart of Appalachia,” he said, summarizing the authority’s mission to promote outdoor experiences, regional history and local hospitality.
Board members asked follow‑ups about specific local sites and trail connections. One supervisor asked whether Hess had visited Burkes Garden; Hess said he had and noted the bicycle route reaches that area. Hess also listed county recreation assets he said would appeal to visiting motorists and motorcyclists, and he encouraged local leaders to share contact information for further coordination.
Hess said he had recently reviewed the authority’s visitor guides and lodging reports and that staff are updating those materials to better target markets. He also thanked local officials and named two long‑serving board members whose service he praised.
The presentation concluded with Hess inviting questions and offering to provide more detailed data and marketing plans to county staff and supervisors.
The board did not take formal action on the presentation; the director left the meeting having solicited further engagement from staff and supervisors.
