Staunton searching for new director of tourism as Sheryl Wagner announces her departure

STAUNTON — The city is looking for a new director of tourism. After 16 years in the position, Sheryl Wagner is leaving for a chance to return home.

A native of Rockbridge County, Wagner will be the Lexington, Buena Vista, and Rockbridge County region’s new tourism director. She will begin the new position Monday, Dec. 11.

"I grew up in Lexington and made my home in Rockbridge County so I have seen the tourism offerings flourish first hand over the years," Wagner told The News Leader. "I am thrilled for the opportunity to promote my hometown and grow the local economy as I've done for Staunton over the past 16 years."

She's also excited to reduce her commute from 40 minutes to five. She and her family live in Rockbridge County.

Staunton City Manager Leslie Beauregard said recruitment has begun for Wagner's replacement and the ad will close Dec. 9. With the holidays here, Beauregard said it's hard to predict how long it will take to hire someone for the position.

Staunton's office of tourism was created in 1989 and Wagner was the second director of tourism, succeeding Sergei Troubetzkoy. While in Staunton, she said some of the accomplishments she's most proud of include lobbying city council to increase Staunton's lodging tax to fund a sales and marketing manager and a robust marketing plan. She worked on that along with the Tourism Advisory Board.

"Jessica Williams has taken this position to new heights that have exceeded my expectations," Wagner said of the city's sales and marketing manager.

In 2007 when Wagner took the job, she said two of her goals were increasing Staunton's internet presence and creating a comprehensive guide for visitors. She did both, starting the tourism department's first website — www.visitstaunton.com — that was independent of Staunton's official site and creating the tourism department's first visitors guide. The website has had 1.2 million page views in the last year.

Wagner also led the business recovery and outreach team to create Shop and Dine Out Downtown during COVID, shutting down Beverley Street on weekends from April to October and allowing restaurants to set up for outside dining along the sidewalks and street. The idea was so successful that it continues now after the pandemic.

"Under Sheryl’s committed leadership, Staunton’s tourism department has turned our city into a nationally acclaimed small town destination, fostering economic growth and increasing revenue for our many small businesses," said Staunton Mayor Steve Claffey. "The positive impact she has made over the past 16 years cannot be overstated, and she will be missed by all."

Beauregard only got to work with Wagner for four years. She said she wished it was longer. Beauregard said Wagner championed tremendous growth in tourism for the city and the region, and is leaving the City of Staunton and the tourism department in an amazing place.

"I believe that she transformed that department into what it is today and I think the city’s accolades and our tourism numbers prove that," Beauregard said. "I know she loved her 16 years with Staunton, even during COVID."

The most recent figures show that, during a five-year period from 2018 until 2022 under Wagner's watch, tourism spending increased 23% to $77.6 million in Staunton.

"I will miss everything about Staunton," Wagner said. "I will miss the tourism team I have built over the years consisting of six amazing women. The City of Staunton is also a great place to work. We have a city manager that has fostered a positive and fun work environment."

In a presentation to city council in November, Wagner showed some of Staunton's recent awards and accolades from various publication:

• 7 Adorable Small Towns In The Mid-Atlantic – World Atlas

• The Best Things To Do In Staunton, Virginia – Southern Living

• 40 of the Best Main Streets in America You Need to Visit ASAP – Country Living

• These are America’s Most Historic and Beautiful Streets – MSN

• 10 Unforgettable Fall Festivals Worth Traveling For: Queen City Mischief & Magic – USA Today

• 10 Design-Oriented American Small Towns – HGTV

• The South’s Best Mountain Towns – Southern Living

• 32 Charming Mountain Towns to Visit this Fall – Southern Living

Wagner began her career in the tourism industry as a travel counselor at the Lexington Visitor Center when she was 17. After college, she returned to the City of Lexington tourism department as the visitor center manager and was later promoted to director of marketing.

"The Lexington tourism director and I, along with many other local leaders, formulated the program that would eventually become Lexington and the Rockbridge Area Tourism, a regional program which promotes tourism in Lexington, Rockbridge County, and Buena Vista," Wagner said.

She was there for almost 12 years before getting the job in Staunton. She was impressed by the shops and restaurants downtown, the American Shakespeare Center, the Frontier Culture Museum and the Woodrow Wilson Presidential Library and Museum, all of which played a part in her decision to come to the city.

"These attributes offered a new challenge for me and I was eager to make a difference in Staunton," she said.

Wagner said that Staunton offers an environment where the departments work together for a common goal and each one respects the others' contribution to that goal. She also pointed toward events such as Queen City Mischief and Magic, Happy Birthday America and the Pride Festival, saying those could never happen without the collaboration of those departments.

"I will miss the community, my tourism partners and especially my friends," Wagner said. "It was difficult when I first started working for the City of Staunton because I don't live in the city, but everyone was so welcoming to me which allowed me to build friendships that I know will last a lifetime."

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— Patrick Hite is a reporter at The News Leader. Story ideas and tips always welcome. Contact Patrick (he/him/his) at phite@newsleader.com and follow him on Twitter @Patrick_Hite. Subscribe to us at newsleader.com

This article originally appeared on Staunton News Leader: Staunton searching for new director of tourism as Sheryl Wagner announces her departure