Creating Memorable Experiences: Hanover’s Investment in Hospitality

Homegrown hospitality. World-class welcome. Crafted in Hanover.

Those words became more than just a theme. They became the foundation for Hanover County’s recent two-part tourism workshop series held in June 2026, an initiative designed to help local businesses create exceptional experiences as tourism continues to grow throughout the region.

The workshop series was led by Ryan Allen, founder of Little Birdie Consulting, and was strengthened by the insights and expertise of several community partners who shared their knowledge and perspectives with participants. Representatives from Richmond Region Tourism, Hanover Tourism, and Hanover Economic Development provided presentations during the workshops, highlighting the importance of collaboration, innovation, and community partnerships in creating a stronger visitor experience for Hanover.

Hospitality has always been part of Hanover’s character. It’s found in the welcoming smile at a locally owned restaurant, the friendly conversation at a farm market, the personalized service in a boutique, and the authentic experiences created by the people and businesses that proudly call Hanover home.

With the recent establishment of Hanover’s Tourism Department, the County is making a strategic investment in promoting everything that makes Hanover a unique destination. From its rich history and charming neighborhoods to its collection of wineries, breweries, outdoor recreation, and agritourism destinations, Hanover is attracting increasing attention from visitors looking for authentic Virginia experiences.

To help local businesses take advantage of growing tourism opportunities, Hanover County launched a series of complimentary tourism workshops focused on enhancing customer service and creating memorable guest experiences.

The first workshop, “You’re Too Close to Your Own Experience,” held at Ash & Olive, encouraged attendees to view their businesses the lens of a first-time visitor.  Allen reminded participants that one of the greatest challenges in hospitality is becoming so familiar with a business that it’s difficult to see it as guests do. From signage and parking to first impressions, customer interactions, and overall atmosphere, every moment contributes to how guests feel about their visit. The exercise reinforced that hospitality isn’t defined by what businesses intend to provide rather it’s defined by what visitors experience.

The second workshop, The Board Room: Crafting the Intentional Experience, held at The Vines at Oakdale RVA, challenged participants to think differently about hospitality through an unexpected exercise. Rather than assembling a charcuterie board for themselves, attendees created one for someone else at their table. Every selection had to be made with that other person’s preferences in mind. The discussion extended far beyond food. Participants explored how every thoughtful decision, from the design of a space to the way guests are welcomed, contributes to creating memorable experiences. They discovered that genuine hospitality is rooted in empathy, anticipation, and intentionality. The takeaway was clear. The best guest experiences don’t happen by accident. They’re thoughtfully designed through countless small moments that communicate, “We’re glad you’re here.”

This workshop also featured a unique hands-on learning opportunity, thanks to Kroger, which provided a cheese expert to guide participants through the art of selecting and pairing cheeses as part of the intentional experience design exercise. This thoughtful addition reinforced the workshop’s message that even the smallest details can elevate a guest experience.

Tourism Is an Investment in Hanover’s Future

Tourism is one of Virginia’s most significant economic drivers, generating billions of dollars in visitor spending each year while supporting businesses, jobs, and local communities across the Commonwealth.

Hanover is uniquely positioned to benefit from that growth. Conveniently located along major interstate corridors and just minutes from the Richmond region, the County offers visitors a distinctive mix of history, agriculture, outdoor recreation, local dining, shopping, and small-town charm.

One sector experiencing increased momentum is agritourism. Hanover’s farms, farm markets, pick-your-own experiences, seasonal festivals, wineries, breweries, and agricultural attractions offer authentic experiences that today’s travelers increasingly seek. Through the efforts of Hanover’s tourism department, these destinations among many others are gaining greater visibility and attracting new audiences from across the region and beyond.

Looking Ahead to a National Stage

Hanover’s growing tourism profile will receive even greater attention this October when the Korn Ferry Tour Championship comes to The Federal Club located along Route 33.

This nationally recognized professional golf tournament is expected to attract players, spectators, media representatives, volunteers, and visitors from across the country, providing an outstanding opportunity to showcase the Greater Richmond region and Hanover County.

For local businesses, the event represents much more than a week of golf. It is an opportunity to introduce thousands of visitors to the region’s restaurants, retail shops, lodging, attractions, and agritourism experiences—and to encourage them to return long after the tournament concludes.

The timing couldn’t be better. By investing in hospitality today, Hanover businesses are preparing to make lasting first impressions during one of the county’s most visible tourism events to date.

Thank You to Our Partners

The Hanover Tourism Workshop Series was a collaborative effort made possible through the support of the Hanover County Economic Development Authority and the Town of Ashland Economic Development. Their investment in professional development for Hanover’s hospitality community reflects a shared commitment to strengthening the region’s visitor economy and ensuring local businesses are prepared to capitalize on new tourism opportunities.

Their partnership, combined with the leadership of Hanover’s tourism, parks and recreation and economic development departments, is helping cultivate a culture of hospitality that will benefit businesses, residents, and visitors alike for years to come.

While visitors may first come to Hanover County for thrilling roller coasters, a sporting event, a historic site, a local winery, or a day on the farm, they’ll remember something even more important: how Hanover made them feel.

That’s the power of homegrown hospitality.

For more information about Hanover tourism, explore VisitHanoverVA.com.