
Growing Regional Tourism through the Blue Ridge Music Center
Blue Ridge Parkway Foundation
Economic Strategy
The Blue Ridge Parkway Foundation advocates for and stewards the Blue Ridge Parkway and its assets in Virginia and North Carolina. Within the Foundation, the Blue Ridge Music Center team collaborates with Foundation staff and the National Park Service to manage the programming and operations of the Music Center.
Fourth Economy was engaged to lead a strategic planning process to enhance, leverage, and market the Music Center’s existing facilities and programs.
Our Approach
This process included understanding the evolving interests of visitors and gathering robust input from community members, visitors, and stakeholders aiming for sustainable financial growth and stability, expanding accessible and diverse programming, reaching diverse audiences and sharing regional musical traditions, and leveraging partnerships to advance the Blue Ridge Parkway corridor’s vitality. Fourth Economy began with data analysis and a review of past plans to understand the Music Center’s role. We engaged with musicians and cultural representatives to understand the region’s musical tradition. An Advisory Committee of experts guided the project. We studied peer venues and festivals to identify best practices.
The Results
Fourth Economy developed an actionable strategic plan focused on four key themes over five years along with specific actions for the Music Center and measures of success to guide the Blue Ridge Parkway Foundation in achieving their goals.
Programming and Impact: Attracting a diverse audience, showcasing diverse performances, and hosting educational programs and festivals.
Amenities: Providing lodging recommendations, food and beverage options, event hosting opportunities, and transportation services.
Marketing: Maintaining an active social media presence and promoting local attractions.
Community Connectivity: Offering access to recreation activities and programming that fosters community impact.
Location
Virginia