Driving Regional Growth: Bob Watkins on Transforming The Lincoln Theatre into a Tourism Magnet

How Does The Lincoln Theatre Contribute To Regional Tourism In Smith County, VA?

Want to learn about boosting regional tourism and economic vitality in Marion, Virginia? Join us as we chat with Bob Watkins, the executive director of the historic Lincoln Theatre. Curious about how a theatre can become a cornerstone of community collaboration? Find out how Bob and his team use broad marketing strategies to attract visitors from neighboring states like North Carolina, West Virginia, and Tennessee. Learn about the unique events, such as Song of the Mountains, that not only draw audiences but also benefit local businesses in hospitality and dining. We also discuss exciting future plans, like offering entertainment and dining package deals, all aimed at enhancing the visitor experience.

Join us for a vibrant conversation with Bob Watkins as we explore the lively theatre scene. In our dialogue, Bob reveals what makes this theatre a beloved venue for performers and audiences alike. Learn how you can support the arts in Marion—whether by attending a show at their iconic location on 117 East Main Street or engaging with the entertainment scene online. Through partnerships with local businesses and government, the theatre plays a pivotal role in cultural and economic development. Celebrate the arts with us and discover how you can be part of this dynamic cultural journey.

To learn more about The Lincoln Theatre visit:
https://www.TheLincoln.org/
The Lincoln Theatre
117 E. Main Street
Marion, Virginia 24354
276-783-6092

Episode Transcript

Speaker 1 (00:02):
Welcome to On Stage with the Lincoln Theater, where
history and entertainment stealthe show Dive into the rich
legacy of this iconic Mayanrevival theater, from its 1929
debut to its starring role inMarion, Virginia's entertainment
scene.
Guiding us through this journeyis the man in the spotlight,
our executive director, BobWatkins.

Speaker 2 (00:35):
From drawing art enthusiasts to boosting local
businesses.
The Lincoln Theater plays apivotal role in Smith County's
tourism.
Bob Watkins discusses thetheater's economic and cultural
impact on the region.
Welcome back everyone.
Skip Mauney, co-host slashproducer, back in the studio
with Executive Director BobWatkins.
Bob, how's it going?

Speaker 3 (00:56):
It's going good, Skip .
How are you doing?

Speaker 2 (00:59):
Doing just fine.
Doing just fine.
Glad to see the snow's meltingand we're at least heading in
the right direction.
Yeah so, Bob, how does theLincoln?

Speaker 3 (01:13):
Theater contribute to regional tourism in and around
Smith County, virginia.
Well, tourism is really one ofthe big things that we try to
pursue here with the theater.
Obviously we're interested inproviding great entertainment
for our local residents andsurrounding residents of Smith
County.
But another big focus that wedo is to try to draw as many

(01:35):
people into Smith County as wecan have them do an extended
stay, so stay at a hotel, go tothe restaurants, go shopping
downtown around the area andthen come in and catch a show as
well.
So we do a lot of stuff to tryto incorporate that, and part of
it is all of our marketing.
We do a lot of marketingthroughout the area North
Carolina, up in NorthernVirginia, west Virginia,
tennessee.
So we do a wide market herethat we try to pursue.

(01:56):
But then we also work with alot of other groups that help us
with the marketing with theVirginia tourism as well as
Amanda Livingston with the SmithCounty tourism.
So we do a lot of partnershipswith them as well to get in
different magazines around thearea.
So people see that this is adestination location for people
to come in and have some funentertainment and enjoy the

(02:18):
scenes around the area.
So we do a lot of stuff andthat's pretty much what keeps me
busy with all of my programminghere, because I try to create a
program schedule that's goingto incorporate a lot of interest
from other people to come intothe area and see what we have to
offer them.

Speaker 2 (02:36):
Bob, based on your experience, have there been any
specific events or performancesthat have been most successful
in drawing visitors from outsideof the region?

Speaker 3 (02:48):
Well, the music, live , concerts and everything that
always does a really big draw.
Song of the Mountains, us beingthe location that the Song of
the Mountains is recorded at ona monthly basis, we generally
draw a lot of individuals fromout of the area with that
partnership with Song of theMountains and the theater.
So there's a lot of individualsfrom out of the area with that
partnership with Song of theMountains and the theater, so
there's a lot of people that seeit on PBS all over the place

(03:10):
and they wanted to come andexperience it firsthand at the
theater.
So that's one big area thatgenerates a lot of push and
drive to have people come intothe theater and Smith County Now
.

Speaker 2 (03:24):
I know Song of the mountains covers a lot of
different genres but primarilyuh, americana bluegrass, that
sort of does.
Does that have a bigger drawthan other types of music?

Speaker 3 (03:35):
no, it varies.
I think tribute artists arestarting to get really popular
because people are wanting tohear some of the individuals and
the performers that they'veheard in the past and you know
there's a lot of music that isnot being replicated any longer.
That really was a big drive fora lot of people.
So we have a lot of tributeperformances within classic rock
as well as country, so thoseare pretty big draws also along

(04:00):
with the bluegrass and folkmusic.
But of course in our area itrevolves around the Americana
folk, bluegrass and folk music.
But of course in our area itrevolves around the Americana
folk bluegrass genre of music.
So that definitely doesincorporate a big big draw here
at the theater within our areahere.

Speaker 2 (04:16):
Very cool.
Well now, you touched on thisearlier, but do you have any
specific programs where youcollaborate with local
businesses to enhance thetourist experience?

Speaker 3 (04:27):
We do collaborate a lot with the town of Marion as
well as Smith County.
The county as well as the townwork with us.
They do a tremendous jobsupporting us in our mission.
Tremendous job supporting us inour mission.
So we do work with them ondifferent things related to
cruise-ins I know Ken Heath downat the town of Marion.
He does a lot of work to try toincorporate the different

(04:48):
cruise-ins for people to come inand drive through the area back
of the Dragon and then we tryto incorporate our programming
around that.
So when they're here they havesomething else that they can go
ahead and do along with thatcruise in and bringing their
cars and enjoying the time there.
But as far as local businesses,we also work with them because
you know, when we have a largeshow they have a big night.

(05:11):
So everybody is here and we'refortunate enough to have about
five different restaurantsdowntown here that are within
walking distance to the theater.
So when we have big selloutnights they tend to benefit as
well.
So we do work with them onmarketing components of trying
to incorporate okay, if we'regoing to have a big show, then
we work with them on trying toget reservations set and

(05:34):
different meals and promotionsthat they can do as well.
So, yeah, it's a goodpartnership here downtown Marion
.

Speaker 2 (05:45):
I would imagine that would be a big draw if you could
have like a dinner and a movieor dinner and a show with coffee
afterwards.
You know where you buy apackage, do you do that?

Speaker 3 (05:52):
Well, we don't currently have something like
that set up ourselves, but I doknow that the General Francis
Marion Hotel is doing somepackage deals to where they can
package some tickets as well asa one-night stay, and then they
have a restaurant there attachedto the hotel with Swamp Fox.

(06:12):
So there's a lot of differentpackages that we can put
together.
Currently right now it hasn'tbeen done, but I do think that
with Amanda, with Smith CountyTourism, I would really like to
pursue that type of package planto where people will just go
ahead and purchase a fullpackage so they already have
their weekend or extendedweekend in Smith County planned
out for them with the events andactivities that we have

(06:34):
available.

Speaker 2 (06:35):
Very cool.
Well, you know Valentine's Dayis coming up.
That could be perfect,Absolutely.
Say that from a personalstandpoint.
So if you get a package, let meknow.
Here's the last question Do youever find out of town visitors
that are just lingering aroundthe front of the theater to snap
selfies in front of the marqueeyou ever have that you?

Speaker 3 (06:56):
ever have that?
Oh, absolutely.
Yeah, marion is really a strongtourist destination area
because obviously we have HungryMother State Park here.
I believe it's the secondhighest visited state park in
Virginia, so we tend to get alot of travelers come in here

(07:23):
for Hungry Mother State Park aswell as the AT the Appalachian
Trail.
So we have hikers that'll comethrough and then taking pictures
at the marquee, as well as ourVirginia's for Lovers sign
outside.
So we do see a lot of peoplethat are just walking by and
take the pictures and then we goahead and welcome them in for a
tour, because once you come inand see the theater, you're
definitely going to want to comein and see a performance here.
So, yeah, we tend to benefit alot from passerbys.

Speaker 2 (07:44):
Awesome, Awesome.
Well, Bob, I know you're busy,Appreciate you taking time out
to talk to us about the theaterand we will catch you in the
next episode.
Sounds great.

Speaker 3 (07:52):
Skip Take care.

Speaker 1 (07:58):
Thanks for tuning in to On Stage with the Lincoln
Theater.
Want more of Mary andVirginia's entertainment scene?
Visit us online atthelincolnorg yes, that's
thelincolnorg or drop by ourtheater at 117 East Main Street.
Let's keep the arts alive andkicking together.