Internal Revenue Service

Colonial Williamsburg bears down to raise revenue

Colonial Williamsburg bears down to raise revenue

Editor’s note: This article is the third in a series exploring Colonial Williamsburg finances. Up next: Colonial Williamsburg’s relationship with government.

Joggers and bicyclists emerge as dawn arrives on Duke of Gloucester Street. Their neon clothes and brisk gait stand out against the bucolic colonial-era backdrop.

Many of them will neither buy an admissions ticket to Colonial Williamsburg nor shop in Merchants Square — they are simply attracted to the sites and safety of their surroundings.

Those visitors are a daily reminder for Colonial Williamsburg’s leaders that potential customers are simply striding by without contributing to the organization's...