Study underscores Virginia Creeper Trail’s role in Southwest Virginia economy
When Hurricane Helene tore through Southwest Virginia in 2024, it destroyed half of the Virginia Creeper Trail from Damascus to Whitetop and exposed just how deeply the region’s economy depends on it.
Within the first week after the storm, eight bike shops in Whitetop, Damascus, and Abingdon reported an estimated $60,000 in lost rental revenue, with individual damages ranging from $10,000 to $100,000. Across Grayson and Washington counties, many small businesses saw revenue drop by 50 percent or more.
A new Virginia Tech study quantifies the trail’s growing regional significance and its role as a major economic engine for Southwest Virginia.
Before Hurricane Helene, the Virginia Tech Center for Economic and Community Engagement, in partnership with the Virginia Tech Southwest Center, had begun an economic impact study to help communities better understand the trail’s role in the regional economy. After the storm, that work took on new urgency.
“As someone who grew up in Damascus, I’ve seen firsthand how deeply the Creeper Trail is woven into the identity and livelihood of this region,” said Allison Mays, director of the Southwest Center. “It’s not just a recreation asset — it’s the backbone of many small businesses and a source of pride for our communities. This study reflects what local leaders have long known and helps give them the data they need to recover and plan.”
Sean McMurray, executive director of the Wellspring Foundation, a regional philanthropy focused on improving health and economic well-being in Southwest Virginia, said the organization turned to Virginia Tech for an independent, data-driven assessment to help guide recovery and long-term decision-making.
The study examined the economic impact of the trail across Washington, Grayson, Russell, and Smyth counties. Researchers estimate it generates at least $61.1 million in annual economic output and supports more than 582 full-time equivalent jobs across the four counties.
In 2023, the trail attracted more than 112,600 visitors. Total trail usage by residents and visitors alike totaled 348,400 trips — nearly 1,000 users per day. Visitors traveling from outside the region spend an average of $545.74 per trip on lodging, food, equipment, and other local goods and services.
While many visitors bike the trail, others walk, hike, run, or ride on horseback. Anglers fish along its streams. Families picnic, sightsee, bird-watch, and take in fall foliage — extending their stays and their spending in nearby communities.
As recovery continues, Damascus has made progress rebuilding infrastructure and broadening its economic strategy. U.S. Route 58 reopened five months ahead of schedule after floodwaters destroyed 1.5 miles of roadway. The U.S. Forest Service recently awarded a $240.5 million contract to Kiewit Corp. to rebuild the 17-mile downhill section of the trail.
Chris Bell, a Hokie dad who became the town’s first full-time manager just weeks before Hurricane Helene struck, said the community is focused on resilience as well as recovery.
“While the Virginia Creeper Trail is our crown jewel, overreliance on a single asset leaves our economy vulnerable to seasonal disruptions,” Bell said. “To ensure long-term resilience, we must diversify our strategy to highlight our fishing, mountain biking, and other natural assets, evolving into a well-rounded outdoor destination.”
The town has promoted the “Start to the Heart” portion of the trail between Abingdon and Damascus and hosted events such as Trout Days and the Damascus Adventure Moto DAM 200 to attract visitors while reconstruction continues.
“As Damascus rebuilds, the findings demonstrate the trail’s long-term value — not just as a regional asset, but as an economic engine,” said Sarah Lyon-Hill, director for research development at the Center for Economic and Community Engagement (CECE). “The data give communities a clearer picture of what’s at stake and how to plan for the future.”
McMurray said the study provides a credible tool as communities advocate for investment and long-term support.
“The Creeper Trail is a beloved landmark in our region that enhances the health and well-being of residents,” he said. “Through CECE’s work, we’ll be better able to measure the trail’s impact and effectively argue for continued funding and investment so that it remains an integral part of our communities.”
Lisa Quigley, executive director of the Virginia Creeper Trail Conservancy, said the devastation caused by Hurricane Helene has created an opportunity to rethink and plan for a stronger economic future.
“Partnering with Wellspring, Virginia Tech, and the town of Damascus to complete an economic impact study of the Creeper Trail in Middle Appalachia is a critical element as we move into the future,” Quigley said. “The report provides a data-driven cornerstone from which to tell the story of this famous trail — from its humble beginnings 40 years ago, through its expansive growth, and to Hurricane Helene, illustrating further the resiliency of our citizens, businesses, local, state and federal governments, and other stakeholders.”
The Center for Economic and Community Engagement, part of Outreach and International Affairs, partners with communities and organizations across Virginia to provide research, facilitation, and strategic support. In addition to economic impact studies, the center offers feasibility studies, strategic planning, needs assessments, and evaluation services to help partners identify priorities and build pathways to long-term economic vitality.
