Dale Coyner, author of "Motorcycle Journeys Through The Appalachians" and a member of the Governor's Motorcycle Advisory Council, was in Lexington on Tuesday, August 2 to unveil the new Roanoke Valley & Rockbridge Motorcycle Trail. Also present were members of the Roanoke Tourism office and Lexington Tourism and a group of "riders" with their motorcycles.
"When I was writing my book, I thought to myself that there should be a big red circle around Lexington," said Coyner. "It has some of the best riding in the Appalachia."
Coyner explained that unlike many states, Virginia not only looks at motorcycle safety, but also looks at motorcycle riding as an opportunity to promote economic development and helps promote motorcycle tourism. There even is a website for motorcycle riders at Motorcycles.
Coyner commented that Lexington and Roanoke are good fits for the market, which has become a main sport for baby boomers. A 2005 market research study in Lexington, Buena Vista, Rockbridge County and Roanoke Valley indicates baby boomers represent the vast majority of visitors to the area with 60% earning $75,000 or more per year. In stride with that, Harley-Davidson's Demographic Profile shows that their buyers' median age range has held steady at 45 to 50 with a mean income of around $80,000 a year since 2001.
Lexington/Rockbridge Tourism Director Jean Clark said that the idea germinated about three years ago when she met a tourism director from Pocahontas County, West Virginia who told here they had put together a motorcycle trail with Lexington as the furthest eastern point. "I began to notice that we were getting more motorcyclists at the Visitors Center," remarked Clark. "About 18 months ago we got together with Roanoke to organize the project and we split the cost to produce and print the brochure. Not only are costs cut in half but the exposure is more than doubled by the synergy of this effort."
Dave Kjolhede, Executive Director of the Roanoke Valley Convention and Visitors Bureau added, "Rockbridge County and the Roanoke Valley are often viewed as competitors, but this partnership diminishes county lines and promotes the southern Shenandoah Valley as a destination. I see more joint ventures in our future."
"Roanoke Valley & Rockbridge Rides" is the first brochure of its kind in Virginia and has already attracted the attention of several publications. "Road Trips" and "Road Runner" magazines have each made plans for editorial content about this unique effort and the potential of the brochures to fulfill this powerhouse of a market.
Copies of the brochure are available at the Rockbridge and Buena Vista Tourism Centers, Natural Bridge, and at the Roanoke Valley Convention and Visitors Bureau. You can also go to both Roanoke and Lexington/Rockbridge websites:
Roanoke Visitors Center or Lex/Rock Visitors Center.
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