By Randy Arrington
LURAY, Oct. 6 — The Luray-Page County Chamber of Commerce issued a statement on Thursday that informed members of its Tourism Council that the organization would be changing its bylaws and effectively disbanding the Tourism Council at its annual business meeting scheduled for Thursday, Oct. 19.
“After careful consideration and in accordance with the new by-laws to be adopted at [the] Annual Chamber Business Meeting…we regret to announce that the Luray-Page County Tourism Council will be disbanded, as the County of Page Tourism Office has assumed full responsibility for tourism initiatives within our beautiful county,” reads the Oct. 5 letter sent out by Tourism Council Chairman Bill E. Huffman.
The eight members of the Luray-Page County Tourism Council met a couple of times a year and made decisions on how the Chamber spent its marketing dollars to promote tourism in the county. While the Chamber’s marketing committee actually oversaw various projects, it was the Tourism Council that served to guide what projects were pursued. Members of the committee represented the fields of attractions, lodging, restaurants and services, and included:
- Bill Huffman, chair – Luray Caverns
- Nancy Sottosanti, treasurer – Shenandoah River Outfitters
- DezaRae Beer – Yogi Bear Jellystone Park
- Jim Sims – The Mimslyn Inn
- Helen Morton – Delaware North
- Chuck Arnaud – Main Street Bakery and Catering
- Chris Jenkins – Faithbrooke Barn and Vineyards
- CeCe Castle, secretary – Brookside Restaurant
The Tourism Council was scheduled to meet just prior to the annual business meeting on Oct. 19, but that meeting was canceled in Huffman’s letter.
“This decision was not taken lightly, and it comes after a thorough evaluation of the current structure and operations of both organizations,” the letter continues. “The County of Page Tourism Office has recognized the need for a more streamlined and cohesive approach to promoting tourism in our area, and as such, they will be absorbing the responsibilities and functions previously managed by the Tourism Council.”
More specifically, there has been a huge shift in funding, away from the Chamber of Commerce and into the coffers of the Page County Economic Development and Tourism office.
The recent decision by the Chamber can be traced back to the creation of a new committee to offer recommendations for allocating Transient Occupancy Tax (TOT) funds in June of 2021. The month prior to that, new legislation changed state law regarding the collection of lodging taxes. The levy was previously reserved for cities and towns, and only 20 designated counties. The new law now allows all counties in the commonwealth the ability to impose a transient occupancy tax. A similar change was made recently to the state’s regulations regarding the levy of a cigarette tax.
The original six-member TOT committee the board of supervisors appointed — who were recommended by the Director of Economic Development and Tourism, Nina Fox — would be directing recommendations to the board of supervisors for how to spend these growing funds, most recently up to $1.6 million annually. That original committee included:
- J.D. Cave – at-large
- Seretha Judy – District 1
- Karen Riddle – District 2
- Randy Howan – District 3
- Bart Price – District 4
- Charlie Jenkins – District 5
The group of mostly cabin owners was later expanded and included Helen Morton of Delaware North.
The formation of the committee was recommended by Fox in order to be more compliant with the new legislation. She also noted that the key stakeholders, who pay the most in lodging tax and are the most affected by the allocation of TOT dollars, should have direct input in the process.
Page County’s lodging tax showed five consecutive year’s of growth in revenues until the COVID-19 pandemic shut down most travel and entertainment venues, including a mandatory short-term shut down of local rental cabins. However, the 5-percent tax on rental cabins, rooms, campgrounds and other tourist lodging still generated about $800,000 compared to the original projection of about $1 million for that year.
Breaking a more than decade-long trend, the Page County Board of Supervisors voted to keep the majority of those funds rather than distributing it among 21 entities throughout the county that had received TOT funds to promote tourism and events in FY2020. While 2 percent of TOT funds are required to stay in the county’s general fund, the supervisors decided to keep about 40 percent, or $320,000, in the general fund. They used another $212,000 to fund a position in the Economic Development and Tourism office and tourism initiatives by that office. The Luray-Page County Chamber of Commerce was the only other entity to receive any TOT funds in FY2021, an allocation of $255,000.
Over the last few budget cycles, the Chamber’s allocation has been about cut in half, and for nearly two years, Huffman says the Tourism Council has been “operating in name only.”
“Really we had no funding to continue with our [tourism] initiatives,” Huffman said. “After the county took those operations in house, the Chamber just really had no funding. So we decided, if there was no funding, then there was no longer a need to have a tourism council in the bylaws.”
“We had been talking about it since the funding got pulled,” he added. “We were trying to figure out what we could do with the limited funding and grants that we could get.”
Now that tourism responsibilities are shifting, Huffman says the Chamber will do some regrouping and some rebranding as they move forward under the changing landscape.
“It’s not a bad thing for the Chamber to review its bylaws, regroup and rebrand,” he said. “There’s some rebranding that will be coming out in 2024.”
As the Luray-Page County Chamber of Commerce approaches a century of service to the local business community, the organization is now adapting to the new challenges ahead, while also taking this opportunity to thank those got them this far.
“We want to express our heartfelt gratitude to each and every member of the Luray-Page County Tourism Council for your dedication, hard work, and passion for promoting tourism in our region over the years. Your contributions have been invaluable in fostering the growth of tourism, enhancing the visitor experience, and showcasing the natural beauty and cultural richness of Page County,” Huffman’s Oct. 5 letter reads.
“Thank you for your understanding and cooperation during this transition period.”
For more information about the Luray-Page County Chamber of Commerce,
visit https://www.visitluraypage.com/chamber
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I have never been impressed with the chamber’s tourism work and initially thought that consolidation was a good idea.
I have, however,repeatedly been concerned about the lack of transparency and accountability of the new council.
I had to ask the BOS to intervene just to get minutes and agendas posted. For 18 months, nothing had been posted on the county agenda portal.
As is true with much the county government, decisions seem to be made without appropriate consideration or documentation.
Why was $200k earmarked for study of a new visitors/community/cultural center despite the fact that could council members did not even have copies of the proposal to review? How is this project remotely in accord with TOT legal requirements?
Why was a company that specializes in water park development selected to do a study (and paid $30k) when what the BOS approved was a study for a Greenbrier type center and resort? What the council received was a proposal for a water park anchoring a hotel and other amenities. There is no available documentation as to how the vendor was selected. Who made the decision that the county needs a waterpark? Not the BOS.
None of this suggests responsible actions that benefit the county and its residents,along with existing businesses.
A desire to do expand tourism to benefit a small group of cabin owners must be balanced against the potential harm to the many businesses in downtown Luray that depend on tourists coming into town, not taking the 211 bypass.
I urge the BOS to rethink the current tourism council structure and purpose.
Remember, taking farmland to make bucks for the “elite”, is ok.
Tourism doesn’t do squat for the average Page County Citizen while it makes them pay higher property and other taxes to support these follies and the seedbed for crime they are.