Greene tourism could see boost if tax bill passes

Greene County may soon have the ability to more than double its lodging tax rate — a move that would vastly expand the county’s efforts to attract tourists.

Sen. Emmet W. Hanger Jr., R-Augusta, has introduced a bill in the General Assembly that would allow Greene to boost its hotel tax rate from 2 percent to 5 percent. The state Senate overwhelming approved the bill, SB 1024, early last week in a 34-4 vote. It now heads to the House of Delegates.

If approved, the measure could generate an estimated $2.35 million over the next six fiscal years. All of the money would be spent solely on Greene County’s travel and tourism marketing.

“It’ll not only be great for our visitors, it’ll also be great for the business community in Greene County,” said Rob Murphy, chairman of the Greene County Tourism Council, which would oversee spending of the additional tourism money.

Many other localities in Virginia already have the ability to charge more than the statewide 2 percent transient occupancy tax rate on hotel rooms. Albemarle County, for example, has a 5 percent tax rate, with 2 percent of the rate funneling money into the county’s general fund and the remaining 3 percent paying for tourism-related expenditures. Charlottesville, meanwhile, has a 6 percent lodging tax rate.

“Tourism is one of those areas that people don’t give a lot of attention, but it generates a lot of jobs and revenue,” said Tony Williams, Greene County’s director of economic development. “We’re just catching up with our neighbors.”

Greene County has only one hotel, the Best Western in Ruckersville, but has several bed and breakfast establishments. In 2007, tourists spent an estimated $14.4 million in Greene County, according to the Virginia Tourism Corp.

The measure appears to have the support of Greene’s hotel and hospitality industry, according to county officials and local innkeepers.

“I have no problem with it,” said Judy Braun, owner of the Southriver Country Inn in Stanardsville. “My understanding is that it’d help with tourism in the county. If that’s the case, then I’m all for it. We need all the help we can get.”

With the extra cash for tourism marketing, officials said, Greene County would open a visitors center on U.S. 29, hire a staff member and increase advertising in markets such as Northern Virginia and the Shenandoah Valley.

Tourism officials said they plan to portray Greene as a scenic destination that’s a short drive away from wineries, ski slopes, hiking opportunities, historic sites such as Montpelier and Monticello, and more. The county is also home to at least one popular annual event, the Battle of Stanardsville Civil War re-enactment that occurs in September.

“We’re centrally located to it all,” Murphy said. “We like to think we’re sort of at the center of the wheel.”

By luring more tourists, the officials expect to see increased business for Greene’s restaurants, hotels, wineries, gas stations, antique stores and other establishments.

“It’s a good opportunity,” Murphy said. “It’ll put Greene County on the map.”