“We really are a hidden gem,” said Economic Development Director Claire Bennett. “People are always surprised when they come here.”
According to Bennett, the town offers a strong quality of life, attractive neighborhoods, a historic downtown, excellent schools and easy access to major markets.
Very few people outside the county appear to know this.
“That’s part of the charm,” Bennett said.
Officials say Laurel Crossing has long struggled with awareness despite repeated marketing efforts designed to increase awareness while continuing to emphasize that the community is largely unknown.
The phrase “hidden gem” currently appears on the economic development website, tourism website, relocation guide, chamber brochure and a banner hanging downtown.
The banner is located on a side street.
“We don’t want to lose what makes us special,” said Mayor Thomas Bell. “But we do want significantly more people to know about it.”
The town recently launched a new talent attraction campaign encouraging young professionals and families to relocate to Laurel Crossing.
The campaign is built around the slogan “Discover What Others Haven’t.”
Asked whether widespread success would undermine the premise, officials said that would be a good problem to have.
“We’d love to reach the point where we can no longer credibly call ourselves hidden,” Bennett said. “We are nowhere near that point.”
Economic development leaders say the community’s low profile is particularly surprising given its location.
Laurel Crossing sits less than an hour from a major metropolitan area and offers comparatively affordable housing, shorter commutes and a growing restaurant scene.
Officials regularly describe the town as “close to everything without being in the middle of everything.”
The phrase has performed well in focus groups.
It has been less effective at explaining where Laurel Crossing actually is.
“I usually tell people we’re about 40 minutes past Alderbrook,” Bennett said.
When informed that many people also do not know where Alderbrook is, she said, “Exactly.”
Local businesses say the community’s obscurity can occasionally be challenging.
Restaurant owner Daniel Ruiz said visitors frequently tell him they had no idea Laurel Crossing had a downtown.
“We definitely have one,” Ruiz said. “There are six blocks of it.”
He said customers often describe the area as surprisingly lively.
“Everybody seems shocked,” he said. “I’m not sure if that’s a compliment.”
Officials have invested heavily in downtown improvements, parks, trails, public art and community events.
A recent Friday-night festival drew more than 4,000 people.
Approximately 3,700 already lived nearby.
“We’re building momentum,” Mayor Bell said.
The town’s latest marketing campaign includes professional photography showing families dining outdoors, people kayaking, couples shopping downtown and young professionals drinking coffee near exposed brick.
None of the photographs contain identifiable landmarks.
“That was intentional,” said Communications Director Megan Cross. “We wanted the imagery to feel aspirational.”
As a result, several viewers reportedly assumed the photos were taken somewhere else.
The town has also increased its social media presence.
A recent video titled “You Won’t Believe This Is Laurel Crossing” received more than 18,000 views.
Many commenters confirmed they did not believe it was Laurel Crossing.
“That’s engagement,” Cross said.
Regional leaders insist the community’s relative anonymity is becoming an advantage as larger neighboring cities face congestion and higher housing costs.
“People are looking for places like this,” Bennett said.
Asked how those people are expected to find Laurel Crossing, she acknowledged that this remains the central challenge.
A new website is expected to help.
The site will include relocation information, housing resources, school data, recreation, dining and testimonials from residents explaining why they moved to Laurel Crossing.
One testimonial begins, “We had never heard of it either.”
Officials called the quote authentic.
Despite the marketing push, local leaders say they do not want Laurel Crossing to become too well known.
“We want thoughtful growth,” Bell said. “We don’t want to become somewhere everybody suddenly discovers overnight.”
Bennett agreed.
“We just need enough people to discover us that we’re no longer struggling to get discovered.”
At press time, Laurel Crossing was preparing to launch a statewide advertising campaign promoting itself as “Virginia’s Best-Kept Secret.”
Officials expressed confidence the campaign would finally get the word out without compromising the community’s long-standing commitment to nobody knowing about it.
