The Situation
A rural county in Maryland recognized both an opportunity and a challenge in its tourism economy. While neighboring counties had established themselves as destinations for events, retreats, and overnight visitors, this community was losing potential revenue as visitors traveled elsewhere. Local leaders wanted to understand how hospitality investments—such as event venues, retreat centers, or accommodations—could strengthen the local economy without compromising the county’s small-town charm and rural identity.
The Challenge
Tourism in rural regions often walks a fine line: economic growth must be balanced with preserving community character. This county faced critical questions: What gaps existed in the current hospitality landscape? How could new development complement, rather than overshadow, existing assets? And how could tourism be leveraged not just for visitor spending, but also for long-term benefits to residents, small businesses, and the broader community? Without clear answers, there was a risk of either underinvestment or pursuing projects misaligned with the county’s values.
The Engagement
Rivers & Roads was engaged to conduct a comprehensive hospitality market study that would provide a realistic, actionable roadmap. The work began with a deep analysis of the county’s existing tourism and hospitality infrastructure, benchmarked against both regional competitors and emerging market trends.
Equally important was engagement with local stakeholders. Conversations with business owners, community leaders, and residents helped ensure that recommendations were grounded in the county’s lived experience. The study explored how new venues might enhance the visitor experience while generating economic opportunities for local entrepreneurs and strengthening the county’s identity as a welcoming and authentic destination.
The engagement focused on three key objectives:
- Identifying market gaps in events, retreats, and accommodations.
- Aligning development opportunities with the county’s rural character and cultural assets.
- Positioning the county competitively in the regional hospitality market.
The Results
The study produced a clear roadmap for hospitality development, highlighting opportunities for venues that would attract new visitor spending while remaining true to the county’s identity. The analysis showed the county could capture dollars currently leaving for neighboring destinations by:
- Developing event and retreat spaces that highlight natural and cultural assets.
- Supporting overnight accommodations that meet modern visitor needs.
- Strengthening connections between hospitality venues and existing small businesses.
The recommendations balanced financial feasibility with community impact, ensuring that any investment would create lasting value for residents as well as visitors.
The Impact
The market study provided local leaders with more than data—it offered a vision for how hospitality can serve as an engine for community development. By aligning new investment with local strengths, the county is now positioned to grow its tourism economy in ways that attract visitors, create new opportunities for businesses and residents, and reinforce its reputation as a vibrant yet authentic rural destination.
The hospitality market study now serves as a foundation for future decision-making, equipping leaders with the clarity and confidence to chart the next chapter of tourism development.