The Crooked Road: Musical Heritage and Economic Development

Before the creation of the Crooked Road brand, the region already featured venues with folk and bluegrass music. But creating one united trail increased awareness of the area, attracted new tourists, and encouraged people who may otherwise have visited one venue to stay in the region longer or come back to visit others.

Tourism as well as local and state funding allowed towns in the area to create or improve attractions. Today, the Crooked Road spans 19 counties in southwest Virginia and features over 60 music venues and many music festivals throughout the year. Many cities, such as Galax, Bristol, Marion, and Clinton, have seen increased tourism, resulting in overall growth. For example, hotels have opened, restaurants have more business, and downtowns are livelier, bringing in money and making the region a more attractive place to live. A 2015 study by the Virginia Tech Office of Economic Development estimated that the Crooked Road directly brought $6.4 million in tourism spending to the region each year, resulting in a total annual impact of $9.2 million to the region's economy. In recent years, the creative economy built upon culture in southwest Virginia has expanded beyond music to celebrate arts and crafts, natural beauty, and outdoor activities.

According to Steve Galyean, the former tourism director in Abingdon, Va., and the current planning and partnerships director of the Virginia Tourism Corporation, the goals of the Crooked Road were to preserve musical heritage, promote visitation, and aid in community revitalization in southwest Virginia. Says Galyean, "These three goals have been met and continue to be the backbone of the Crooked Road programs." The Crooked Road offers a model of a successful creative economy, one built around cultural assets that revitalized a region both economically and culturally, while offering tourists a unique and authentic experience.