While she said it is hard to put a finger on the exact economic impact of the tournament, Dense said the area has seen evidence of a rebound.
She said 2008 and 2009 were particularly rough years for the local economy. But when the tournament began in 2010, followed by Lewisburg being named "Coolest Small Town in America" by Budget Travel magazine the next year, local merchants began seeing a rebound.
She said business and lodging activity has increased each of the last four years.
"We know that more people are coming, more heads are being put in beds and more people are staying in our hotels," Dense said.
With the summer months performing particularly well during the past few years, Dense said officials plan to begin marketing the area during the fall and winter.
The convention and visitors bureau has been working with the Charles Ryan and Associates public relations firm to develop a marketing strategy for those "shoulder months."
Another change this year is that the Greenbrier Classic concert series has been pared to two concerts rather than the usual three. Kenny Chesney will perform Thursday, July 4, and Aerosmith will perform Saturday, July 6.
That leaves Friday evening open for people who come for the weekend.
Dense said the lack of a Friday concert may work out well for Lewisburg because town merchants host a "First Fridays After Five" special event on the first Friday of each month. Local shops and restaurants stay open until 9 p.m. serving complimentary refreshments and hosting special entertainment.
"That First Friday event will help get people into the downtown," Dense said. "And once people really get down there to see, I guarantee that will have a big effect on getting people coming back to the area later in the year."
While the bureau will have a significant ground game underway at the tournament itself, Dense acknowledged the national television exposure on CBS does a great job of attracting people who have never stepped foot in the area.
"They show lots of great shots of The Greenbrier and the surrounding area and take every chance they can to talk about what a great place this is," she said.
"And you know, no amount of marketing or public relations that we could do could have that kind of effect," she said. "At that point it just sells itself."
Contact writer Jared Hunt at busin...@dailymail.com or 304-348-4836.