Governor Spanberger Announces First-Ever Director of Outdoor Recreation

DANVILLE, VA - Governor Abigail Spanberger today announced Virginia's first-ever Director of Outdoor Recreation - a position focused on growing the outdoor recreation economy, supporting communities that rely on tourism, and increasing economic development across the Commonwealth. The Governor appointed Heather Barrar to serve in the position.

Barrar will develop a statewide outdoor recreation economy strategy to grow and support the industry based on feedback from local leaders and communities - integrating conservation, economic development, tourism, and workforce development.

"Virginia is for outdoor lovers. And outdoor recreation isn't just important to our quality of life - it's important to our economy," said Governor Abigail Spanberger. "Few industries offer the same opportunity to advance so many of Virginia's priorities at once. Heather Barrar is the right person to lead this work, and I'm grateful she's taking it on."

Governor Spanberger announced the appointment at Danville's new Riverfront Park alongside Secretary of Natural and Historic Resources David Bulova, Vice President of Programs of the Outdoor Recreation Roundtable Chris Perkins, Danville Mayor Alonzo Jones, and local leaders. The park is part of a broader effort by the city to revitalize its riverfront and provide recreational and residential opportunities along the Dan River, including new housing and a project to create a whitewater channel out of the former Danville Canal.

Governor Spanberger continued, "Virginia is fortunate to have incredible outdoor spaces, from the Blue Ridge Mountains to the Eastern Shore's beaches, and miles of multiuse trails in our towns, cities, and counties. This park is a perfect place for today's announcement. The new Riverfront Park, which opened in May, connects directly to the 13-mile Riverwalk Trail and adds new family recreation, public art, and gathering space along the Dan River."

"Visiting parks and trails shaped my childhood," said Director of Outdoor Recreation Heather Barrar. "That experience will continue to anchor my vision for a Commonwealth where conservation, recreation and economic development reinforce one another. I am looking forward to meeting Virginians where they are in our great outdoor regions."

Governor Spanberger today signed Executive Directive 3 to establish a statewide process to make sure that Virginia's outdoor recreation economy strategy reflects the needs and perspectives of local communities across the Commonwealth. This fall, the Director of Outdoor Recreation will embark on a statewide listening tour to hear from outdoor communities across all 10 tourism regions.

• October 14: Blue Ridge Highlands and Heart of Appalachia
• October 26: Northern Virginia
• October 28: Chesapeake Bay
• November 2: Central Virginia
• November 4: Coastal Virginia Eastern Shore
• November 5: Coastal Virginia Hampton Roads
• November 9: Virtual Session
• November 10: Shenandoah Valley
• November 11: Virginia Mountains
• November 16: Southern Virginia

"Connecting people to the outdoors improves both physical and mental health. It is also a vital part of our economy - and a sector that has enormous potential for growth," said Secretary of Natural and Historic Resources David Bulova. "This coordinated approach will ensure that Virginia continues to expand access to outdoor opportunities for all while preserving the resources that make those opportunities possible."

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 over 126,000 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.

"Virginia offers endless adventures for people who love the outdoors, and outdoor recreation is a leading strength in Virginia's tourism industry in every region," said Secretary of Commerce and Trade Carrie Chenery. "Virginia has had four consecutive years of tourism growth, including more than $36 billion in visitor spending last year. The Director of Outdoor Recreation is a welcome partner to build on that foundation while also leveraging outdoor assets to create jobs and attract investment in communities across the Commonwealth."

To support the stakeholder engagement process and outdoor economy strategy, Executive Order 3 also establishes Virginia's Outdoor Recreation Stakeholder Advisory Group to be co-chaired by the Director and First Gentleman Adam Spanberger. The advisory group includes 25 stakeholders with backgrounds in outdoor industry, business, conservation, economic development, outdoor user groups, tourism, outdoor programming, workforce, health, planning, and local government, as well as 10 state agencies.

"In my travels across the Commonwealth, I've seen firsthand how outdoor recreation strengthens our communities," said First Gentleman Adam Spanberger. "It supports local businesses and creates economic opportunity, but it's also what makes a community a great place to raise a family. I hear from parents across Virginia who want places where their kids can get off their screens, stay active, and enjoy the outdoors."

"Outdoor recreation is something every one of us can benefit from, whether you're a hiker or biker, a hunter or angler, an RVer or horseback rider," said Jessica Turner, President of the Outdoor Recreation Roundtable. "Today's announcement is an investment in Virginia's economic future, in Virginia's health, and in Virginia's youth. Outdoor recreation isn't a nice-to-have in Virginia - it's essential to who we are, and this Commonwealth is recommitting to leading on it."

Click here to read the full text of Governor Spanberger's Executive Directive 3.

Earlier this month, Governor Spanberger proclaimed Virginia Public Lands Month in the Commonwealth, recognizing Virginia's public lands offer opportunities for hiking, biking, camping, hunting, fishing, paddling, horseback riding, boating, and other outdoor activities.

Biography

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.

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