Development of the Trout Trail of the Virginias

Abstract

Despite the competitive advantage of trophy trout fishing venues in Virginia and West Virginia, there has historically been little cooperation between vendors. Our West Virginia University team worked with fishing-related tourism providers in the two states to gauge interest in developing a marketing cooperative for the industry. Over 30 tourism providers attended an initial exploratory meeting at Douthat State Park in Virginia and showed overwhelming support for developing a marketing cooperative to increase business and protect their investments in fish and fishing streams. This allied group included trophy trout fishing venues, guide services, lodges, and trout producers. Eight of the meeting participants, five from Virginia and three from West Virginia, agreed to start a cooperative marketing organization. Via electronic surveys (designed and administered using the Delphi process), the core members reached consensus on a name (Trout Trail of the Virginias or TTV), slogan, website address, membership benefits, and organizational structure.