A Case Study on the Power of the Tourism Industry in Lynchburg, Virginia
Historic Hotel Revitalized
The Virginian Hotel originally opened in 1913 as Lynchburg’s premier grand downtown hotel. Over the years, the hotel hosted numerous events and many esteemed guests including Ronald Reagan in 1957.
“When the Virginian Hotel first opened its doors more than 100 years ago, the Church Street hotel in downtown Lynchburg was the epitome of Gilded Age style and panache. Its stately facade, the awe-inspiring lobby and grand staircase and the luxury of its accommodations was like nothing the Hill City had seen.” – News Advance Editorial
However, the Great Depression and changing retail economy after World War II took its toll on Lynchburg, including the Virginian Hotel. In 1972, the building was used as the first dormitory for Liberty Baptist College, now Liberty University. From the 1980s, the upper floors were renovated for subsidized housing and the large elegant first-floor spaces were enclosed and used for storage. In 2016, the revitalization efforts of the hotel began with plans for 115 guest rooms, a restored lobby and ballroom, an upscale restaurant, and a rooftop bar. In 2018, the restored Virginian Hotel opened to the public, as part of a world-class group of boutique lifestyle hotels, Curio Collection by Hilton.
A Redevelopment Partnership
In 2018, developers Blair Godsey and George Stanley opened the fully restored Virginian Hotel, Curio Collection by Hilton at 712 Church Street in Downtown Lynchburg. The Virginian Hotel redevelopment project worked with the City of Lynchburg to develop a creative financing package from the City of Lynchburg and the Economic Development Authority (EDA). Gap financing for the $25 million project included a $2 million loan from the Economic Development Authority and a $3 million loan from a private bank through the EDA, repaid by net new taxes generated by the operation of the property as a full-service hotel with three restaurants. The hotel’s performance agreement pledged at least $100,000 per annum to the City. Additionally, the project has created 80 new full-time jobs.
A centerpiece of Lynchburg since 1913, this magnificent hotel has been thoughtfully restored to its historic grandeur and refreshed with modern amenities.
The Virginian Today
Today the six-story Art Deco-style Virginian Hotel boasts 115 guest rooms and suites. In addition to in-room dining, the hotel is home to three diverse dining options from the Parry group, including Lynchburg’s first rooftop restaurant, Skyline Rooftop, William & Henry Steakhouse, and Marigold Eatery. The historic ballroom has been restored to its former glory with the addition of contemporary event spaces for up to 440 guests and more than 8,000 sq. ft. of space for meetings, conferences, receptions, and weddings. The complimentary fitness center and 24-hour business center offer services to travelers from around the world. Recently, the Virginian Hotel has earned prestigious awards such as the 2021 Connie Award, the highest hotel award for the Curio Americas portfolio, the 2022 Best City Center Hotel (75-200 rooms) Historical Hotels of America, the National Trust for Historic Preservation Historic Hotels of America – 2021 Top 25 Historic Hotels of America Most Magnificent Art Collections, and the 2021 Best Romantic Hotels by USA Today.
Economic Impact
The Virginian Hotel has put the City of Lynchburg on the map as a visitor destination and new location for statewide meetings and conferences, strengthening tourism sales efforts with a strong return on investment for the locality. The Virginian is considered a critical piece of Downtown Lynchburg’s revitalization.
- Nearly 300 total jobs in construction, hotel services and restaurant food service
- $59 million in economic impact
Since opening in 2018, The Virginian has hosted multiple events and conferences including the Meeting Planners International, the Virginia Chapter annual conference, the Virginia Association of Museums annual conference, the Virginia Main Street annual conference, the Virginia Workforce Development Board Annual Meeting, the Virginia Association of Destination Marketing Organizations and the Virginia Economic Developers Association.