Why Rockbridge

Rockbridge County has long been a destination for those wishing for a pastoral life. The county seat, Lexington, on the southernmost end of the Shenandoah Valley, combines the charm of small towns with the liveliness of larger metropolitan settings because of its transient academic population.

Since March 2020, the Rockbridge area has become a haven for pandemic-weary urbanites seeking a respite from the stresses of lockdowns and social distancing. As months turned into years, remote working, pickup grocery shopping and even virtual dating became the norm. Phones, computers and the internet were no longer mere entertainment – they became a necessity in the “new normal.” In response to surging demand, BARC Electric, a nonprofit collaborative that serves five counties including Rockbridge, expanded its power lines and broadband access. With remote work now possible in the area, the real estate market in the county subsequently heated up as people came from the DMV area (D.C., Maryland and northern Virginia) to buy homes or build new ones.

Tourism has long been important for the county’s economy, especially in Lexington, thanks to the historical charm and connections to Confederate generals named Lee and Jackson. But since 2017, the appeal to tourists has changed, enhancing the traditional attraction by marketing more to nature lovers. The pandemic helped because people wanted an escape from urban life.

“It’s a whole lot safer to be in the woods on a hike with your family than it was to go to a museum or amusement park, so we definitely saw a spike in general interest in the outdoors,” says Jean Clark, Director of Tourism.

Lexington, small but a chartered city under Virginia’s code, has a robust economy. Though limited by tax-exemptions to its two universities, hospital and 14 churches, it collects over $900,000 in meals and lodging tax in a typical fiscal year, much of that from visiting parents, alums and tourists.

For transplants accustomed to the diverse food, drinks and amenities of larger cities, Main Street is a pleasant surprise. Lexington has a 1937 movie theater converted to three screens, a weekly farmer’s market and a variety of cuisines, including classic Southern (“calves liver with caramelized onion, bacon, mashed potatoes, sautéed locally harvested veggies”), Thai, Mexican, an artisan pizza brewery and deli – in short, there’s a local haunt for everyone.

Historically, many of the transplants who come to Lexington have been retirees. In Rockbridge County, 26.8% of residents are over the age of 65, compared to the national average of 16.63%, according to Census data. There are a number of retirement communities in the area, including an upscale Kendal, and the colleges create a greater number of amenities that retired people (many of them alumni) consider when deciding where to settle down.

One of the timeless draws of Lexington and Rockbridge County remains the breathtaking vistas and access to nature. Tucked in the valley between the Blue Ridge and Allegheny ranges, the area offers access to the Appalachian Trail and to the James and Maury rivers.

Since 2017, the county and its three main towns -- Lexington, Buena Vista and Glasgow – have been working to gain attention from tourists seeking outdoor adventures and panoramas.

And it’s been working, catching the attention of more outsiders than ever. Even while the tourism industry continues to struggle in Lexington, a new type of visitor is becoming more prevalent: the transplant.

Many of these new residents come not for school, retirement, Confederate history, or tourism. Instead, they seek a change of pace.

This growing community of transplants parallels a national trend of homeowners relocating – whether intown or in more rural areas. But there is more to the story for the Rockbridge area. Factors such as increased broadband accessibility, safety, Covid-era from home, abundance of land and local amenities are key to more and more people moving to the area.