The Roanoke Region's numerous outdoor amenities provide a strong foundation for growth in outdoor-related businesses, according to a new report comparing the area to other regions known for their outdoor lifestyle. 

The study found that the region ranked highly in concentration of greenway trails, public recreational land, square footage of lakes and other assets, setting the stage for growth in outdoor businesses looking to grow around hiking, biking, paddling and other activities.   

This first-ever study, conducted earlier this year by the Roanoke Regional Partnership with assistance from the Roanoke Valley-Alleghany Regional Commission, was commissioned to determine the breadth of the region's outdoor economy and the overall competitiveness of its mix of outdoor assets.

The benchmarking study includes Asheville, N.C., Greenville, S.C., Boulder, Colo., Chattanooga, Tenn., and Portland, Maine. The results show Roanoke on par with Asheville, Boulder and Chattanooga, with Portland ranking the highest. 

While the Roanoke Region's outdoor amenities ranked high, the study found opportunities for entrepreneurs and existing outdoor businesses looking to capitalize on its growing outdoor brand.

"Overall, this study indicates we have a strong base to build upon and there may be significant potential for further business growth," says Pete Eshelman, director of outdoor branding for the Roanoke Regional Partnership.

While researching the data, study authors say the Roanoke Region is ahead of competing markets when it comes to inventorying and measuring its base of amenities.  

While inventories of trails, campgrounds, and other assets can be almost impossible to find in many communities, the Roanoke Region has invested in an online resource for the outdoors, www.RoanokeOutside.com, and regularly reports data on the usage of amenities and important metrics like mileage of trails in the region in its annual economic metrics program.

"There is potential for Roanoke to become a major outdoor industry center," Eshelman says.

Some other findings in the study:

• The Roanoke Region's cost of living is 8.5 percent below the national average and among the lowest of the communities in the analysis, which indicates cost advantages in lodging, dining and other services catering to the outdoor community.
• Roanoke was tops in running events. With the Blue Ridge Marathon, numerous half-marathons and an abundance of trail runs, the region scored highest in races per 1,000 people.
• Roanoke ranks third in total outdoor-related events, including cycling races, running events and fishing tournaments.
• Roanoke was second only to Asheville when it comes to public recreational land within 50 miles on a per-capita basis.
• Roanoke is third in per-capita cycling events and the resurgence in cycling is increasing the Roanoke Region's competitiveness among its peers. On a per-capita basis, however, Roanoke has fewer bike shops than four of the comparison communities. 
• Roanoke was ranked second next to Boulder in per-capita mileage of greenway trails.
• Roanoke ranked fourth of six in number of dog parks.
• Despite the presence of Smith Mountain Lake and numerous rivers, the Roanoke Region has fewer fishing tournaments, coming in next to last in the study.
• The Roanoke Region has relatively fewer companies engaged in the outdoor industry. Roanoke's percentage of firms involved in the outdoor industry was 0.7 percent. The Roanoke Regional Partnership is actively courting members of the Outdoor Industry Association.
• The Roanoke Region was relatively weak in terms of the proportion of its employment in the outdoor recreational industry. Roanoke's percentage of outdoor employment was .49 percent of overall employment - compared to 1.06 percent in Asheville.

More details are available in the full report, available Here>>>

The impact of globalization could not be more apparent than when looking at employment trends by industry sector in the Roanoke, Virginia region.

Looking back to 1960, manufacturing accounted for 21 percent of all employment with the largest manufacturers in textiles, furniture, plastics, industrial controls, and meat packing. Fast forward 50 years to 2010, and manufacturing now represents only nine percent of the region's workforce. Electronics, doors and windows, transportation equipment, and industrial controls manufacturers now lead the manufacturing sector in the Roanoke Region,

Meanwhile employment in service industries which includes a large assortment of industries including health care, professional and technical services, arts, accommodation and food, administrative services, and private household services among other services has grown to over 55 percent of all employment.

This effect is not unique to Roanoke as the trend has occurred all across the United States with increasing productivity and automation also playing a significant role.   Manufacturing has a definite future in the United States and the Roanoke Region but the jobs are increasingly technical. The connection between workforce development and economic development has never been stronger, and the link will be increasingly important as the demand for highly-skilled technicians to work on automated manufacturing systems grows.

The summer heat was no deterrent to the 75 people who showed up to welcome Maxx Performance to its newest location on Aerial Drive in Roanoke.

Maxx Performance, a leading provider of microencapsulation/encapsulation technologies used by manufacturers of baked products, confectionary goods, dairy or meat products, nutritional supplements, and animal feed, announced their newest location in late 2010.

Maxx Performance, which also operates a facility in New York, is using the Roanoke location for research & development and manufacturing, creating 12-15 jobs over the next three years and investing up to $700,000 in equipment.