The Smith Mountain Lake Chamber of Commerce is charged with promoting about 800 members and the lake-area community itself. As a nonprofit, the chamber raises money through events such as the Wine Festival and membership dues to serve its purpose.

Vicki Gardner, executive director of the chamber, said the chamber puts together an advertising budget every year, looking for ways to stretch the funds to reach a broad audience.

"Our strategic plan is how can we reach 20 million people outside our region to let them know that Smith Mountain Lake is a viable option for retiring, homeowning, business or vacation," said Gardner.

She said the chamber takes advantage of remnant ads they find available for pennies on the dollar. They also look for nonprofit opportunities and partnerships with the state and publications.

Through a Virginia cooperative, Gardner said the chamber advertises Smith Mountain Lake as a destination in Readers Digest magazines distributed from Maine to Florida. Estimated circulation is 4.5 million.

"It's not huge dollars that we spend," said Gardner. "It's very careful placement."

The chamber advertises in several other publications, including Better Homes and Gardens, Ladies' Home Journal and FamilyCircle. The three magazines are distributed in Virginia, North Carolina, South Carolina, Ohio, Washington, D.C., and Pennsylvania, with a combined circulation of 700,000.

Gardner said the chamber is able to measure its results from visitor-guide requests through the publications. The chamber also measures how many people use the visitors center in Bridgewater Plaza.

"We usually see 20,000 people a year," said Gardner. "We have six years of records, so we can compare the traffic."

To help increase traffic from regional residents, the chamber has added a new marketing campaign this year -- one that incorporates television and radio commercials and billboards.

"It's the first time we've ever done a campaign like this that isn't centered around an event," said Gardner.

The campaign, "Smith Mountain Lake -- It's Closer Than You Think!" will span from North Carolina to Maryland. Gardner said the emphasis on regional residents was a chamber board decision to attract visitors during a slow economic time.

"There's a lot of people out there where the lull in the economy is really affecting them," said Gardner.

For people who can't afford the annual jaunt to the beach, Disneyworld or sailing aboard a cruise ship, the ad campaign serves as a reminder that a trip to the lake is a fraction of the cost, she said.

"What we're trying to do is change the paradigm," said Gardner. "If your idea of fun is relaxation, it doesn't have to mean laying on the beach ... And you don't have to be gone for two weeks; it can be a short getaway."

Even a one-day trip benefits local businesses, said Gardner. And benefitting the community is the chamber's mission.

"We try to keep Smith Mountain Lake year-round in top-of-mind awareness," she said. "We always have to be cognizant of bringing new dollars into our community."