Appomattox's new tourism director is looking forward

In Will Simmons’ eyes, tourism in the town of Appomattox long has been a jewel in the rough. The name recognition, he said, is on par with Gettysburg — a site that sees more than a million visitors a year.

Yet, Appomattox only gets an average of 150,000 tourists annually. And Simmons, as the town of Appomattox’s new tourism director, is aiming to increase that.

“It sounded like a great challenge to see how much progress we can make in terms of getting it at that level, getting it on par with Gettysburg and Antietam,” he said. “I think Appomattox’s name is just as famous as Gettysburg and yet it’s not getting the same level of visitation.”

The goal will be to make those changes gradually and promote sustainable growth, he said. “I think sustainable development is favored over uncontrolled growth. So, to me, it’s important that things are done right and we’re not over-commercialized and (Appomattox) doesn’t become something we don’t want it to be.”

Simmons, who started last month, worked for 10 years at the Virginia Tourism Corporation and said the challenge of bringing Appomattox to a top Civil War tourism perch is what drew him to the job, which had been vacant since August when former director Beckie Nix took a job with Lynchburg.

“We are very excited to have Mr. Simmons aboard with the Town of Appomattox. I feel very comfortable that Mr. Simmons will be able to take the Town’s tourism efforts to the next level,” said Town Council member Jennifer Jamerson-Scruggs in a statement. “I believe that his education, experience, and statewide networking relationships will be a wonderful asset to the Town.”

That networking already left an impression on Appomattox County tourism and recreation director Ann Dixon, who has worked closely with Simmons since he started.

“I think he’s very interesting and because he was with the Virginia Tourism Corporation for 10 years, he has a lot of great ideas and a lot of wonderful contacts in the tourism industry,” Dixon said.

Since starting his job, Simmons has commuted from his house in Richmond every day. The 90-minute drive each way, he said, is relaxing and is surprisingly helpful for his work.

“It’s like my job is part of a trip every day. I’m taking a trip to a place, so it keeps me in the mind frame of a tourist, so I can see things from both (perspectives),” he said.

Some of the concepts Simmons wants to focus on include finding new ways to make the visitor’s center more environmentally friendly, increase online advertising and beef up unique offerings in the gift shop.

Last week, Simmons said he found the last 10 Robert E. Lee bobblehead dolls made to put in the gift shop. Requests to purchase the dolls have already been made, even though they haven’t even been priced yet.

Simmons is meeting with local business owners to learn about their tourism assets and find ways to provide assistance.

As part of that, Simmons said he wants to increase locally made goods in the visitor center gift shop and promote the town’s businesses to town and county residents.

“I truly believe in buying local as much as you can and supporting local businesses,” he said. “I think that’s what every community needs, especially Appomattox.”