Governor Abigail Spanberger announced Virginia's first-ever Director of Outdoor Recreation on Tuesday, appointing Heather Barrar to lead efforts to grow the outdoor recreation economy, support tourism-dependent communities, and boost economic development across the Commonwealth.
Barrar will develop a statewide outdoor recreation economy strategy based on feedback from local leaders and communities, integrating conservation, economic development, tourism, and workforce development. Spanberger announced the appointment at Danville's new Riverfront Park alongside Secretary of Natural and Historic Resources David Bulova, Outdoor Recreation Roundtable Vice President of Programs Chris Perkins, Danville Mayor Alonzo Jones, and local leaders.
"Virginia is for outdoor lovers. And outdoor recreation isn't just important to our quality of life — it's important to our economy," Spanberger said. "Few industries offer the same opportunity to advance so many of Virginia's priorities at once. Heather Barrar is the right person to lead this work, and I'm grateful she's taking it on."
The park, which opened in May, connects to the 13-mile Riverwalk Trail and is part of Danville's broader effort to revitalize its riverfront along the Dan River, including new housing and a project to create a whitewater channel from the former Danville Canal.
"Visiting parks and trails shaped my childhood," Barrar said. "That experience will continue to anchor my vision for a Commonwealth where conservation, recreation and economic development reinforce one another. I am looking forward to meeting Virginians where they are in our great outdoor regions."
Spanberger signed Executive Directive 3 to establish a statewide process ensuring the strategy reflects local community needs. This fall, the Director will embark on a listening tour across all 10 tourism regions, with sessions scheduled from October 14 in Blue Ridge Highlands and Heart of Appalachia through November 16 in Southern Virginia.
According to the U.S. Bureau of Economic Analysis, outdoor recreation generated $14.4 billion in value added to Virginia's economy in 2024, supporting over 126,000 jobs. Secretary of Commerce and Trade Carrie Chenery said Virginia has had four consecutive years of tourism growth, including more than $36 billion in visitor spending last year.
Executive Directive 3 also establishes the Outdoor Recreation Stakeholder Advisory Group, co-chaired by the Director and First Gentleman Adam Spanberger, with 25 stakeholders and 10 state agencies. "In my travels across the Commonwealth, I've seen firsthand how outdoor recreation strengthens our communities," Adam Spanberger said.