The Roanoke, Virginia, Region is the largest metro in Western Virginia and a regional center for approximately 600,000 people who shop, work, and are entertained here. The 60-minute drive-time market is made up of 526,000 people and 212,000 households who live in an area from Radford, to Lexington, from Lynchburg to Smith Mountain Lake. This area represents a higher education enrollment of 133,489 students. Average household incomes total roughly $66,325 and annual retail sales exceed $8.3 billion.