This month, we are excited to launch the Tennessee Whiskey Trailhead's Food Truck Patio in Lynchburg, Tennessee. This initiative is not just about adding new dining options; it is about supporting local food trucks and enhancing the overall visitor experience in a way that benefits everyone in town. Our goal is to grow the pie, not take a bigger slice. We are deeply committed to Lynchburg and its prosperity, and this effort is designed to uplift all businesses rather than compete with them.
Each year, we conduct a "visitor poll" at the Tennessee Whiskey Trailhead and Welcome Center to better understand the behaviors and needs of our guests. While this data is not scientific, it does provide valuable insight from those who have actually visited and engaged with our location.
In 2022, our first poll revealed that 45.8% of visitors planned to spend four or more hours in Lynchburg, yet nearly 70% reported leaving in under four hours. This led to the creation of the "After Jack" program, a guide encouraging visitors to explore scenic backroads and discover hidden gems en route to major cities like Nashville, Memphis, Huntsville, and Chattanooga. To date, we have distributed over 290,000 After Jack guides.
Another key finding was that only 54.8% of visitors in 2022 shopped downtown, and only 36.9% dined locally. To address this, we developed the first "Lynchburg Map," highlighting all downtown businesses and identifying which ones offer dining options. This map has been a game-changer. In its first year alone, we distributed over 100,000 copies, and to date, over 300,000 maps have reached visitors' hands. Since its launch, we have seen steady growth in local shopping and dining engagement:
Shopping Downtown:
2022: 54.8%
2023: 59.7%
2024: 63.9%
Eating Downtown:
2022: 36.9%
2023: 42.1%
2024: 45.3%
While these numbers show progress, we believe there is still more we can do. Dining and shopping go hand in hand—when visitors find a place they want to eat, they tend to stay longer and explore more. However, if visitors leave town to find the cuisine they desire, we miss an opportunity to keep them engaged in our local economy.
That’s where the Food Truck Patio comes in. By carefully curating a selection of food trucks that complement, rather than compete with, Lynchburg’s existing restaurant scene, we aim to increase the number of people dining in town, not just redistribute those who already do. To ensure we strike the right balance, we have placed restrictions on the number of trucks and their culinary focus. For example, we are intentionally avoiding trucks offering BBQ, a cuisine for which Lynchburg is already well known.
Additionally, we are expanding our Lynchburg Map to provide more detailed explanations of local dining options. This will include a new feature allowing restaurants to showcase their full menus via a QR code, offering visitors a clearer understanding of what’s available before making dining decisions.
Looking ahead to 2025, we have even more exciting plans that we believe will further enhance the local tourism economy. Our efforts will always align with what is best for the community and its growth. We fundamentally believe that participation in a tourism-driven economy should be about creating opportunities for all, not just capitalizing on existing ones. By working together, we can continue to make Lynchburg a thriving, must-visit destination for all who pass through.
Comments