Embracing Outdoor Recreation and Tourism in Farmville, VA

In August, President Tom Barkin, Regional Executive Renee Haltom and Regional Community Development Manager Jarrod Elwell met with local community and business leaders in Farmville, Virginia, and its surrounding counties to gain a fuller understanding of the economic strengths and opportunities facing the region as part of the Bank's Community Conversations program.

Come for the Trail, Stay for the Shopping

Just 75 minutes from Richmond, Farmville and its surrounding counties are an idyllic setting for bargain hunters and outdoor adventurers alike. The area's economic landscape is notably shaped by its educational institutions and agricultural roots, alongside other attractions. The day started at the Robert Russa Moton Museum, the birthplace of America's student-led civil rights revolution, now a National Historic Landmark and museum.

During a meeting with officials from the town of Farmville and Prince Edward County at the Museum, the group discussed how the High Bridge Trail, a popular recreational asset, not only draws tourism but also stimulates local businesses and community engagement (read more about outdoor recreation as an economic development strategy for small towns in a recent Econ Focus article). They also discussed how Green Front Furniture, a major regional retail furniture destination, bolsters the local economy by attracting shoppers from beyond the region to its 13-building downtown campus and providing significant employment opportunities.

The town and surrounding counties are working together to put its strongest assets to use, encouraging a diversified economy, growth and a better quality of life for their residents. As one official put it, "We hope to encourage tourists and residents to come for the trail and stay for the shopping."

Higher Education as a Cornerstone of the Region

During a roundtable on workforce development, the Community Conversations team heard from three local higher education institutions: Longwood University, Hampden-Sydney College and Southside Community College, which play pivotal roles in the economic and cultural landscape. All three agreed that Farmville is an asset for drawing students to their schools.

Longwood University, a public institution with a strong emphasis on liberal arts and professional programs, is central to the city of Farmville and is one of the area's largest employers. In recent years, they've seen steady growth in their graduate programs.

Hampden-Sydney, located in Prince Edward County, is a private men's liberal arts college. While many universities are worried about a decline in enrollment due to changes in the FASFA application, Hampden-Sydney has seen success in proactively recruiting students from a more diverse geographic area. The school will have 27 states represented in their freshman class this year.

Southside Community College has had great success in filling their trades programs. They have particularly seen a high demand for their commercial drivers licensing (CDL) program and anticipate growth in short-term training programs, including electrical, HVAC and plumbing.

The Nonprofit Sector and the Increasing Need

While Farmville has many strengths, it faces challenges that impact both its residents and the local economy. Long-term population projections for the region are stagnant, primarily due to a limited industrial base and a shortage of higher paying jobs, which hinders the ability to attract and retain residents. During a nonprofit roundtable, participants highlighted concerns about the aging population and growing need spread across fixed nonprofit resources, which affects the capacity of local nonprofits to address the community's needs fully. Critical issues include transportation, high rates of poverty, food access and health care. However, the community benefits from a collaborative nonprofit network that is deeply committed to the Farmville region and to addressing these challenges.

What's Next: How Can Communities Like Farmville Capitalize on Their Assets?

Regions with profiles like Farmville face a number of possible development strategies:

• Attract more industry and higher paying jobs through strategies, such as site development
• Continue to leverage outdoor recreation and tourism assets
• Embrace local charm and high quality of life as a bedroom community for nearby cities like Richmond, Lynchburg or Charlottesville, or double down on the college town atmosphere and develop amenities that encourage young professionals to stay local after graduation

The Farmville area is rich in assets, with its educational institutions, outdoor and shopping attractions driving local vitality. These strengths provide a solid foundation for future growth and development. While the town faces challenges like stagnant population growth and limited high-paying jobs, its robust assets suggest promising potential.

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