Virginia's Outdoor Recreation Economy
Overview
The position of Director of Outdoor Recreation was established to strengthen Virginia's outdoor recreation economy, support sustainable access to natural spaces, and coordinate statewide initiatives that enhance outdoor experiences for residents and visitors. The office works closely with local governments, state agencies, nonprofit partners, and outdoor industry stakeholders to ensure Virginians can safely enjoy and benefit from outdoor recreation opportunities.
Outdoor recreation is a significant and growing sector of Virginia's economy. According to the U.S. Bureau of Economic Analysis, outdoor recreation generated $14.4 billion in value added to the Commonwealth's economy in 2024, supporting jobs, small businesses, and local economies across urban, suburban, and rural communities. In addition to its economic impact, outdoor recreation plays a critical role in promoting conservation, public health, and community resilience.
(2024 Outdoor Recreation Satellite Account, Bureau of Economic Analysis, US Department of Commerce)
Executive Directive
The Director of Outdoor Recreation operates under Executive Directive #XX to advance a coordinated statewide outdoor recreation strategy, strengthening economic growth, tourism, and workforce opportunities, promoting conservation and access, and engaging stakeholders across the Commonwealth.
Getting Started: Listening & Learning
The first priority of the Executive Directive is to launch the Outdoor Recreation Stakeholder Advisory Group, co-chaired with the First Gentleman and to conduct a statewide listening tour to learn more about what communities, partners, and outdoor enthusiasts need to strengthen and expand outdoor recreation across Virginia. Click here for our tour dates and locations, as well as a virtual option.
Contact Us
Director of Outdoor Recreation
Heather Barrar
Heather.barrar@governor.virginia.gov
Outdoor Recreation Satellite Account
Outdoor recreation in Virginia.
Value added, employment, and compensation generated by outdoor recreation across Virginia's economy, from the Bureau of Economic Analysis state-level estimates for 2024.
Virginia at a glance
Value added by activity
- Conventional activities
- Other activities
Outdoor recreation by industry, Virginia, 2024
| Industry | Value added thousands of dollars | Share of state total | Employment jobs | Compensation thousands of dollars | Compensation per job |
|---|
Source: U.S. Bureau of Economic Analysis, Outdoor Recreation Satellite Account, Tables 1–5, 2024. Estimates use the 2017 North American Industry Classification System. Value added and compensation are in thousands of current dollars; employment counts full-time and part-time wage and salary jobs. Percentages measure outdoor recreation as a share of each area's total value added, total wage and salary employment, and total compensation. Detail may not sum to totals because of rounding.
Heather Barrar
Heather Barrar is the Director of Outdoor Recreation for the Commonwealth of Virginia, where she leads statewide efforts to expand and strengthen Virginia’s outdoor recreation economy. In this role, she brings together diverse sectors, including active transportation, land conservation, tourism, economic development, public health, and resilience, to advance collaborative initiatives that improve access to outdoor spaces and enhance quality of life for communities across the state.
A trained forester and certified arborist, Heather has built her career as a planner committed to connecting people, places, and policies. Her work spans regional planning, community engagement, and natural resource stewardship, with a focus on creating equitable, sustainable outdoor recreation opportunities. She is also a Fellow of the Virginia Natural Resources Leadership Institute (VNRLI), reflecting her dedication to leadership, consensus-building, and the long-term health of Virginia’s natural landscapes.
Heather holds a B.S. in Forestry and Recreation Management from Stephen F. Austin State University and a Master’s in Environmental Planning and Policy from Virginia Commonwealth University.
Citizen & Professional Representation
- Jessica Bowser, Host and Producer, Virginia Outdoor Adventures Podcast
- David Burden, Owner, SouthEast Expeditions
- Nathan Burrell, Executive Director, Groundwork RVA
- Clark Casteel, President and CEO, Danville Regional Foundation
- Michael Clark, Assistant County Administrator, Franklin County; Executive Director, VA MTNS Outdoor Collective
- Wade Clements, Marketing Manager, YakAttack
- Pete Eshelman, Senior Director of Creative Strategies, Roanoke Regional Partnership
- Zach Foster, Executive Director, Appalachian Conservation Corps
- Cora Gnegy, Tourism Director and Economic Development Coordinator, Giles County
- Lynn Graves, Owner, Graves Mountain Lodge
- Kindra Greene, Executive Director, Elizabeth River Trail
- Kyle Hart, Mid Atlantic Senior Program Manager, National Parks Conservation Association
- Bailey Kasten, Executive Director, Virginia Parks and Recreation Society
- Carol Kauffman, President, Friends of Dragon Run
- Jeff Kelbe, Owner, Front Royal River Adventures
- Kyle Lawrence, Executive Director, Shenandoah Valley Bicycle Coalition
- Kaleigh Leager, Manager, Mid-Atlantic States, Congressional Sportsmen’s Foundation
- Dr. Cliff Morris, Board Certified Cardiologist, Morris Cardiovascular and Risk Reduction Center
- Jen Otey, Outdoor Recreation Development Manager, Friends of Southwest Virginia
- April Peterson, Owner, River Rock Outfitter
- Amanda Robinson, Executive Director, Northern Virginia Bird Alliance
- Mikaela Ruiz-Ramon, Public Funding and Policy Manager, The Nature Conservancy; Steering Committee Member, Our Virginia Outdoors
- Brantley Tyndall, Director, BikeWalk RVA, Sports Backers and President of Virginia Trails Alliance
- Member of the Indigenous Conservation Council of the Chesapeake Bay
- Veterans Community Representative
State Agency Representation
- Department of Conservation and Recreation
- Department of Wildlife Resources
- Marine Resources Commission
- Department of Forestry
- Virginia Tourism Corporation
- Virginia Economic Development Partnership
- Department of Housing and Community Development
- Department of Health
- Department of Education
- Department of Transportation (State Office of Trails)
