Southwest Virginia Cultural Heritage Foundation | Friends of SWVA ’Round the Mountain | The Crooked Road
2019
Regional Impact
Annual Report
&
Introduction
Tucked in the ancient Appalachian Mountains of Southwest Virginia (SWVA) is a vibrant culture of tradition, food, music, and craft. It’s a region of spectacular views, abundant outdoor recreation, and rich natural resources. Rooted deep in history, this culture is authentic… distinctive… alive. Together with the 19 counties, four cities, and 53 towns of the region, Friends of Southwest Virginia [501(c) (3)] and the Southwest Virginia Cultural Heritage Foundation (State Foundation) are building a sustainable creative economy that preserves, protects, and interprets our rich heritage and natural resources, creates jobs, and welcomes both visitors and new businesses to our region every single day. CULTURAL HERITAGE: From the route of westward expansion along The Great Road to becoming the cradle of America’s tobacco and coal industries, the region has a vibrant and rich place in American history. NATURAL RESOURCES: We are enhancing opportunities for outdoor recreation in our mountains, forests, rivers, and lakes, and for the appreciation of the incredible diversity of plants and animals that make SWVA home. DOWNTOWN DEVELOPMENT: We are revitalizing our downtowns with artisan studios, coffee shops, community centers, gift, specialty, antique shops, and more. There are cultural centers where people can hear live music, find one-of-a-kind treasures, talk to interesting folks, and get a home-cooked meal. ARTS AND CRAFTS: An integrated organization, the ’Round the Mountain artisan network helps craftspeople build their business, learn new skills, and share their inspiration. The network promotes and markets artisans, studios, craft shops, farms, wineries, and more throughout the region. MUSIC: Another key partner and separate 501(c)(3) organization, The Crooked Road: Virginia’s Heritage Music Trail connects nine major sites and dozens of affiliate venues where the region’s unique music can be heard. STORYTELLING: For a long time, Southwest Virginia had gone without a unified brand. Through an extremely detailed branding process, the region is sharing the refreshed brand with the world. As an introduction to it all, the Southwest Virginia Cultural Center & Marketplace {formerly Heartwood}, is a 54,000-square-foot regional gateway to the region for the world and serves as a visitor center, retail center for local crafts, music venue, and community space. Southwest Virginia: A great place to visit for a week’s vacation – or to make a home for a lifetime.
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2019 Annual Report
Table of Contents Organizational History & Overview
Missions & Leadership
Contact List
6
10
Funders & Partnership Program
Service Delivery
Creative Economy Impact
14
15
4
Creative Economy Strategy
12
24
’Round the Mountain: Culinary
38 Regional Marketing & Branding
47
Creative Economy Development
’Round the Mountain: Art & Craft
The Crooked Road
SWVA Cultural Center & Marketplace
28 40
36 42
Friendsofswva.org VisitSWVA.org Cover: Grayson Highlands Table of Contents: Back of the Dragon Photo Credit: Billy Bowling Back Cover: Salt Trail Photo Credit: Chad Thompson
Organizational History
Southwest Virginia includes 19 counties, four independent cities, and 53 towns located on the southern and western border of Virginia. Its 8,600 square miles – more than a fifth of Virginia’s total and larger than eight US states – are located along mountain ridges and in fertile valleys, with two national parks, 11 state parks, and over a thousand square miles of national and state forests. It’s where you’ll find a culture of music and craft that is authentic, distinctive, and alive. A natural landscape that is breathtaking in its magnitude and scope. A place where the pace of life is slower and people are more friendly. A premier place for outdoor recreation of all kinds. By capitalizing on the unique qualities of our region, Southwest Virginia utilizes its cultural and natural assets to build a comprehensive, long-term, sustainable economy through a variety of initiatives. The Southwest Virginia Cultural Center & Marketplace (formerly Heartwood), The Crooked Road and ’Round The Mountain, are a few that promote entrepreneurial and employment opportunities. With the decline of the traditional industries of Southwest Virginia – agricultural tobacco, coal mining, and manufacturing – the Commonwealth of Virginia recognized the need for an organization to lead one aspect of the redevelopment of the region through a new focus on the creative economy. The General Assembly authorized the Foundation in 2008 to serve as this leader and coordinator of the creative economy.
The creative economy movement is defined by innovative business development techniques focused on natural and cultural regional assets. From the arts and music of the region to cultural goods and services capitalized through tourism, the joint work is revolutionizing the rural economic development system of Southwest Virginia and providing new jobs for the region.
The Southwest Virginia Cultural Heritage Commission, established in 2008 by the Virginia General Assembly and transitioned to the Southwest Virginia Cultural Heritage Foundation in 2011, works as the lead in developing and coordinating the creative economy in Southwest Virginia. Through a supporting non-profit, Friends of Southwest Virginia, businesses and individuals help artists, craftspeople, localities, nonprofits, and entrepreneurs mobilize and succeed. A multifaceted plan identifies the cultural and natural assets of the region; coordinates initiatives, organizations and venues, engaged in cultural and natural heritage toward more efficient operations for all partner organizations; and develops a comprehensive strategy and capital improvements plan to maximize the impact of state investments in this significant restructuring effort. Key initiatives include: • Branding and marketing Southwest Virginia to the world as a distinct culture and destination • Developing and sustaining the Southwest Virginia Cultural Center & Marketplace (formerly Heartwood) • Expanding outdoor recreation development initiatives and marketing throughout the region • Planning and implementation of downtown revitalization throughout the region to instill a high quality of life within our communities and promote them to the world for a broad spectrum of economic development
Friends of Southwest Virginia is supported through a regional partnership program of the 19 counties, four cities, and 53 towns of Southwest Virginia; while funding from the many communities varies, support across the region for a single front in economic redevelopment is unified.
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Commonwealth of Virginia
Legislative Authorization
SWVA Cultural Heritage Foundation
Fiscal Allocation
Unit of Virginia DHCD
Friends of Southwest Virginia
Administration & Oversight
501(c)(3) Organization
‘Round the Mountain
The Crooked Road
2019 Annual Report
Organizational Overview
Independent 501(c)(3) Organization
Organizational Policy
Primary Operational Entity
501(c)(3) Organization
Fiscal Administration
Mission: Regional Community Development
Mission: Arts Development & Cultural Heritage
Mission: Music Development
Four independent but interconnected organizations make up the creative economy of Southwest Virginia: The Southwest Virginia Cultural Heritage Foundation was established in 2008 to provide the overarching strategy and direction for creative economy development. The Department of Housing and Community Development serves as the administrator for the Foundation, employs the key leadership of both organizations, provides fiscal oversight of state funds, and provides additional support for organizational success. The Foundation operates with a full Board of Trustees made up of Governor-appointed leadership from throughout the 19 counties and four cities of the region. Friends of Southwest Virginia, a 501(c)(3) non-profit organization, was established in 2011 to operate alongside the foundation and serve as the primary fiscal and operational body. The two organizations work in tandem under the leadership of a single Executive Director reporting to two separate boards that oversee their individual authorizations. The majority of organization employees, grant development programs, and all operations of the SWVA Cultural Center & Marketplace are housed within this non-profit. ’Round the Mountain (RTM) began in the fall of 2004 when former Governor Mark Warner’s Virginia Works Initiative designated funds to develop Southwest Virginia as a major cultural and heritage tourism destination and to begin an artisan and craft advocacy organization. The group received non-profit status in March 2006. Previously, RTM operated independently of the other organizations, but to reduce overhead costs and better align programs, Friends now staffs the organization under the leadership of the still independent RTM Board of Directors. The Crooked Road: Virginia’s Heritage Music Trail is an independent 501(c)(3) non-profit organization founded in 2004 whose mission is to support economic development in Southwest Virginia by promoting the region’s rich heritage of traditional music. The organization has an Executive Committee, Executive Board, Board of Directors, and many committees made up of representatives from throughout the 19 counties and four cities of Southwest Virginia.
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Southwest Virginia Cultural heritage foundation Mission & Board of Trustees The purpose of the Foundation is to encourage the economic development of Southwest Virginia through the expansion of cultural and natural heritage ventures and initiatives related to tourism and other asset-based enterprises. These include the SWVA Cultural Center & Marketplace (formerly Heartwood), The Crooked Road, ’Round the Mountain, and other related cultural and natural heritage organizations and venues that promote entrepreneurial and employment opportunities. Salutation Name
Serving As
Community, County
Organization
Delegate
James Will Morefield
Chair, Trustee, House of Delegates
Commonwealth of Virginia
House of Delegates
Senator
To Be Appointed
Trustee, Senate
Commonwealth of Virginia
Senate of Virginia
Mr.
William Smith
Treasurer, Citizen
Wytheville, Wythe
Smith Enterprises
Senator
Ben Chafin
Trustee, Senate
Commonwealth of Virginia
Senate of Virginia
Delegate
Charles Poindexter
Trustee, House of Delegates
Commonwealth of Virginia
House of Delegates
Delegate
Sam Rasoul
Trustee, House of Delegates
Commonwealth of Virginia
House of Delegates
Mr.
Dean Chiapetto
Citizen
Floyd
Dean Chiapetto Insurance
Mr.
Kevin Byrd
Trustee, Planning District
City of Radford
NRV Regional Commission
Mr.
Duane Miller
Trustee, Planning District
Duffield, Scott
LENOWISCO Planning District Commission
Mr.
Jimmy Morani
Trustee, Abingdon
Abingdon, Washington
Town of Abingdon
Ms.
Robyn Raines
Trustee, Washington County
Abingdon, Washington
United Way of SWVA
Ms.
Ellen Reynolds
Trustee, ’Round the Mountain
Wytheville, Wythe
Beagle Ridge Herb Farm
Ms.
Pat Sharkey
Trustee, ’Round the Mountain
Floyd
Artisan, Floyd County Tourism
Ms.
Julie Walters Steele
Trustee, ’Round the Mountain
Critz, Patrick
Reynolds Homestead
Ms.
Kathy Shearer
Trustee, ’Round the Mountain
Meadowview, Washington
Holston Mountain Artisans
Ms.
Amanda Pillion
Trustee, Commissioner - VA Commission for the Arts
Abingdon, Washington
Virginia Commission for the Arts
Mr.
Adam C. Hutchison
Ex Officio, President - VHCC
Abingdon, Washington
Virginia Highlands Community College
Mr.
Larry Yates
Ex Officio, Chair The Crooked Road
Haysi, Dickenson
Town of Haysi
Ms.
Nancy Brooks
Ex Officio, Chair - ’Round the Mountain
Tazewell
Sleepin’ Dog, The Lost Pearl Gallery
Mr.
Erik Johnston
Ex Officio, Director - DHCD
Commonwealth of Virginia
Department of Housing & Community Development
Ms.
Rita McClenny
Ex Officio, Director - VTC
Commonwealth of Virginia
Virginia Tourism Corporation
Mr.
David Matlock
Ex Officio, ED - SWVAHEC
Abingdon, Washington
SWVA Higher Ed Center
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The mission of Friends of Southwest Virginia is: • To preserve, promote, and present the cultural and natural assets of Southwest Virginia • To work in partnerships in the region to generate economic development through these efforts • To provide educational and cultural opportunities for the general public and students of the region • To showcase the cultural assets of SWVA at the SWVA Cultural Center & Marketplace Salutation Name
Serving As
Community, County
Organization
Ms.
Linda DiYorio
Chair
Wytheville, Wythe
Community Volunteer
Mr.
John Kilgore, Jr.
Vice-Chair
Gate City, Scott
Scott County Economic Development Authority
Mr.
James A. Baldwin
Past-Chair
Lebanon, Russell
Cumberland Plateau Planning District Commission
Mr.
Fred Ramey
Secretary
City of Norton
City of Norton
Mr.
Aaron Sizemore
Treasurer
Marion, Smyth
Mount Rogers Planning District Commission
Ms.
Jayne Duehring
Director
Abingdon, Washington
Abingdon Convention & Visitors Bureau
Ms.
Amy Atwood
Director
Marion, Smyth
Virginia State Parks
Mr.
Steve Lawson
Director
Big Stone Gap, Wise
Town of Big Stone Gap
Ms.
Sally Truslow
Director
Floyd
Stonewall Bed & Breakfast
Mr.
Todd Wolford
Director
Wytheville, Wythe
Wytheville Main Street
Ms.
Mandy Archer
Director
City of Galax
Blue Ridge Crossroads SBDC
Ms.
Leah Manning
Director
City of Martinsville
West Piedmont Planning District Commission
Ms.
Shannon Blevins
Director
Wise
University of Virginia’s College at Wise
Mr.
Erik Johnston
Ex Officio with Voting Rights, Director - DHCD
Commonwealth of Virginia
Department of Housing & Community Development
Delegate
James Will Morefield
Ex Officio with Voting Rights, Chair - SWVA CHF
Tazewell
Virginia House of Delegates
Ms.
Rita McClenny
Ex Officio with Voting Rights, President - VTC
Commonwealth of Virginia
Virginia Tourism Corporation
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2019 Annual Report
Friends of Southwest Virginia mission & Board of Directors
’Round the Mountain Mission & Board of Directors The mission of ’Round the Mountain: Southwest Virginia’s Artisan Network is to promote sustainable economic development of the region’s communities by assisting local artisans with marketing, educational, and entrepreneurial opportunities. Salutation
Name
Serving as
Community, County
Organization
Ms.
Nancy Brooks
President
Tazewell
Sleepin’ Dog
Ms.
Ellen Reynolds
Vice President
Wytheville, Wythe
Beagle Ridge Herb Farm & Environmental Education Center
Ms.
Sandy Ratliff
Secretary / Treasurer
Abingdon, Washington
Virginia Community Capital
Ms.
Martha Biggar
Director
Draper, Pulaski
The Shedio
Mr.
David McLeish
Director
Meadowview, Washington
Dreamland Alpacas
Ms.
Sarah Romeo
Director
Cedar Bluff, Tazewell
Appalachian Arts Center
Ms.
Debbie Yates
Director
Konnarock, Smyth
Grimm Pottery
Ms.
Debbie Milton
Director
Lebanon, Russell
Cumberland Plateau Planning District Commission
Ms.
Nicki Hicks
Director
Abingdon, Washington
William King Regional Museum of Art
Ms.
Pat Sharkey
Director
Floyd
Artisan, Floyd County Tourism
Ms.
Sharon Buchanan
Director
Lebanon, Russell
Regional Manager, Virginia State Parks
Ms.
Sarah Gillespie
Director
Marion, Smyth
Smyth County Chamber of Commerce
Ms.
Becky Nave
Ex Officio
City of Bristol
Virginia Tourism Corporation
Mr.
Chris Cannon
Ex Officio, Executive Director
City of Bristol
Friends of SWVA, SWVACHF
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2019 Annual Report
The Crooked Road Mission & Executive Board The mission of The Crooked Road: Virginia’s Heritage Music Trail is to support economic development in Southwest Virginia by promoting this region’s rich heritage of traditional music.
Salutation Name
Serving as
Community, County
Representing
Mr.
Jim Archer
Director
City of Salem
At Large
Mr.
Jim Baldwin
Director
Lebanon, Russell
Cumberland Plateau PDC
Ms.
Lisa Bleakley
Secretary
Blacksburg, Montgomery
Montgomery County VA Regional Tourism
Ms.
Deborah Cooney
Director
City of Radford
Radford VA Tourism Commission
Mr.
Matt Hankins
Vice President
Rocky Mount, Franklin
Town of Rocky Mount
Mr.
John Kilgore, Jr.
Past President
Gate City, Scott
Scott County Economic Development Authority
Mr.
Dylan Locke
Director
Floyd, Floyd
The Floyd Country Store
Mr.
Roddy Moore
Director
Ferrum, Franklin
Blue Ridge Institute and Museum
Mr.
David Reemsnyder
Treasurer
Blacksburg, Montgomery
At Large
Ms.
Leah Ross
Director
City of Bristol
Birthplace of Country Music
Ms.
Rita Surratt
Director
Clintwood, Dickenson
Dickenson County Tourism
Mr.
Michael Wampler
Director
Wise, Wise
County of Wise Tourism
Mr.
Larry D. Yates
President
Haysi, Dickenson
Town of Haysi
Mr.
Chris Cannon
Ex Officio
City of Bristol
Friends of Southwest Virginia
Mr.
Jackie Christian
Ex Officio
Wise, Wise
VDOT
Mr.
Steve Galyean
Ex Officio
Commonwealth of Virginia
Virginia Tourism Commission
Mr.
Bill Kornrich
Ex Officio
Sneedville, Hancock, TN
At Large
Mr.
Jon Lohman
Ex Officio
City of Charlottesville
Virginia Foundation for the Humanities
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Contact list Administration Chris Cannon Executive Director Southwest Virginia Cultural Heritage Foundation | Friends of SWVA ’Round the Mountain ccannon@friendsofswva.org 276-492-2400 ext. 2424 Jenna Wagner Deputy Director Southwest Virginia Cultural Heritage Foundation | Friends of SWVA ’Round the Mountain jwagner@friendsofswva.org; marketing@friendsofswva.org 276-492-2400 ext. 2422 Krystal Mosley Operations Manager Southwest Virginia Cultural Heritage Foundation | Friends of SWVA ’Round the Mountain kmosley@friendsofswva.org 276-492-2400 ext. 4006
Community Development & Outreach Emily Mayo Creative Economy Development Specialist Friends of SWVA emayo@friendsofswva.org 276-492-2400 ext. 2412 Marcia Dempsey Development Programs Administrator Friends of SWVA mdempsey@friendsofswva.org 276-492-2400 ext. 2415
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Idalina Walker Creative Economy Development Specialist Friends of SWVA iwalker@friendsofswva.org 276-492-2400 ext. 2416
Cultural Heritage Programs Jamee Gillespie SWVA Artisan Marketplace Manager Friends of SWVA jgillespie@friendsofswva.org 276-492-2400 ext. 2403
Leah Kidd Events, Sales and Programming Coordinator Friends of SWVA lkidd@friendsofswva.org 276-492-2423
Donna Hensley SWVA Artisan Marketplace Assistant Manager Friends of SWVA dhensley@friendsofswva.org 276-492-2400
Logan Hardesty SWVA Travel Advisor & Visitor Center Coordinator Friends of SWVA lhardesty@friendsofswva.org 276-492-2400
Gwyn Hill Cafe Manager Friends of SWVA ghill@friendsofswva.org 276-492-2400 ext. 4001
Chef Charles Parker SWVA Chef & Culinary Ambassador Friends of SWVA cparker@friendsofswva.org 276-492-2400 ext. 2414
Partner Organizations Carrie Beck Executive Director The Crooked Road (TCR) cbeck@thecrookedroad.org 276-492-2400 ext. 2409
Photo Credit: Billy Bowling SWVA Storyteller
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2019 Annual Report
Contact list
Organizational Funders FY 2018 - 2019 Thank you to the following agencies, organizations, and foundations that have provided funding for organizational operations and special projects during 2018 - 2019:
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FY 2018 - 2019 Thank you to the following Counties, Cities, and Towns that have supported the Southwest Virginia Cultural Heritage Foundation, Friends of Southwest Virginia, ’Round the Mountain, and The Crooked Road through the Partnership Program, a joint funding request of the regional localities to continue development of the creative economy.
Bland County
City of Galax
Carroll County
City of Norton
Franklin County Grayson County
Lee County
Montgomery County
Town of Abingdon Town of Big Stone Gap
Town of Floyd Town of Haysi
Town of Independence Patrick County Town of Rocky Mount Scott County
Town of Wise
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2019 Annual Report
Partnership Program Contributors
Service Delivery Overview
In July of 2017, Friends of SWVA staff began tracking all significant interactions and visits with the 19 counties, four cities and 53 towns of Southwest Virginia through a reporting system deemed “Service Delivery.� The team tracked all major projects and how communities and businesses were served. In addition, administrative and marketing projects were differentiated from regular community and economic development projects. In FY2019, Friends of SWVA supported the following anchor areas with the following support:
Appalachian Trail Region: Washington, Smyth, Tazewell, Bland, Giles 313 Communities & Businesses Served
Daniel Boone Wilderness Trail Region: Scott, Lee 26 Communities & Businesses Served
Blue Ridge Plateau Region: Galax, Carroll, Patrick, Floyd, Franklin, Montgomery, Grayson 421 Communities & Businesses Served
High Knob Region: Norton, Wise, Scott, Lee 181 Communities & Businesses Served
Breaks Region: Buchanan, Dickenson 28 Communities & Businesses Served
Mount Rogers Region: Bristol, Washington, Grayson, Smyth 299 Communities & Businesses Served
Clinch River Valley Region: Tazewell, Russell, Scott, Wise 452 Communities & Businesses Served
New River Region: Galax, Wythe, Giles, Pulaski, Grayson, Carroll, Montgomery, Radford, 157 Communities & Businesses Served
FY2019 Active FY2019 A ctive Projects Projects 90
Region-Wide Impact: Total Services to Partners - 4,747
80
(Direct acts of service of community development, business development, and marketing programs to localities or regional entities)
70 60 50
Businesses Served - 876
40
(Direct acts of service of business development programs to private businesses)
30 20 10
Marketing / Media Assists - 390
0
Community Product Business Tourism Trail Arts Development Development Development Development Development
14
Cultural Tourism Heritage Marketing & Development Branding
(Localities and businesses served through marketing and media promotion)
Executive Summary In response to declining employment in Southwest Virginia’s historically prominent industries of farming, mining, and manufacturing, stakeholders around the region began to invest in developing the creative economy. Since the start of the Crooked Road in 2004, travel expenditures in the region have increased from $648.9 million to $1.1 billion in 2018. Additionally, local tax revenues have increased by 51% and state tax revenues by 47% in the same time period. The upward trend in these travel-related tax revenues has an impact at the local level through increasing meals and lodging tax revenues in the region’s towns. Creative Economy Impact
Key Facts • Travel expenditures in SWVA increased by 67% from 2004 to 2018. • Southwest Virginia counties and cities collected over $26 million in local travelrelated tax revenue in 2018. • Even though overall employment in SWVA is slightly down compared to a decade ago, employment in leisure and hospitality has grown by 14%. • Residents of Virginia’s 9th Congressional District spend $1.4 billion on outdoor recreation each year.
Overall employment in SWVA has dropped since 2001, but employment in the leisure and hospitality industry sector has increased by 14%1. The outdoor recreation industry has grown vastly across the United States, with an estimated $887 billion of annual consumer spending across the nation and 7.6 million jobs. Southwest Virginia’s numbers alone are impressive with 14 outdoor companies calling the region home. Furthermore, Southwest Virginians spend an estimated $1.4 billion on outdoor recreation each year2. Overall, the data suggests that the creative economy related outcomes are on a positive trend in Southwest Virginia, though the overall economy still faces challenges.
• Southwest Virginia is home to at least 14 outdoor recreation companies.
1 2
Data from Bureau of Labor Statistics Quarterly Census of Employment and Wages Data from the Outdoor Industry Association
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2019 Annual Report
Creative Economy Impact
Creative Economy Impact History & Trends Between 1990 and 2018, farm employment decreased by 29%, mining employment has decreased by 72%, and manufacturing decreased by 45%. Specific downturns in these industries have played a large role in the overall trends. Like much of America, especially rural Appalachia, Southwest Virginia has seen strong downward employment trends in the traditional economic sectors of manufacturing, farming, and mining over the last 28 years3. Traditional Industry Annual Employment Traditional Industry Annual Employment
70000
60000
50000
40000
Manufacturing
30000
20000
Farming
10000
Mining
0 1990
1995
2000
2005
2010
2015
Beginning in the early 2000s, Southwest Virginia began developing a new response to these Mining Farming economic changes by looking at its unique assets for economicManufacturing development. A strategy for a creative economy based on the region’s authentic, distinctive, and alive assets of traditional music, art and craft, local food and drink, outdoor beauty, and recreation was put into motion. The Crooked Road: Virginia’s Heritage Music Trail and ’Round the Mountain: Southwest Virginia’s Artisan Network were developed, branded, and marketed. The entire region also began community development efforts and a branding/marketing campaign under the Southwest Virginia Cultural Heritage Foundation. In 2012, Friends of Southwest Virginia undertook its newest initiative focused on outdoor recreation development in the region and promoting SWVA.
3
Average annual private employment in the given industry taken from the Bureau of Economic Analysis.
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History & Trends The outdoor recreation industry is booming in Virginia. 57% of residents participate in outdoor recreation each year, with approximately 29% of residents taking outdoor recreation trips within 30 minutes of their homes. Southwest Virginia residents spend an estimated $1.4 billion on outdoor recreation each year with fishing, off-roading, and camping being the most popular outdoor activities. It’s not only Virginians who are taking advantage of the beautiful region: out-of-state visitors spend $6.42 billion on outdoor recreation4 in Virginia. Due to regional and state-wide efforts, the Virginia Artisan Trails have offered a unique opportunity for visitors to connect with creative artisans, craft venues, vineyards, farms, breweries, local restaurants, and cultural points of interest. These efforts have led to a thriving artisan industry as well. The Virginia Artisan Industry has created nearly 12,000 jobs, attracted 699,320 travelers, and has generated $15.6 million in state tax revenue while yielding a total economic impact of $527.2 million5. Due to the increase in the outdoor recreation and artisan industries, Southwest Virginia has seen a slow, upward trend of employment in the creative economy sectors of arts, entertainment, and recreation6. The chart below represents creative economy data from the Counties of Floyd, Franklin, Montgomery, Pulaski, Tazewell, Wythe, and Washington. Creative Economy Annual Employment
Creative Economy Annual Employment
3400 3200 3000 2800 2600 2400 2200 2000 1998
2003
2008
2013
2018
Data from the Outdoor Industry Association Data from CHMURA Economics and Analytics 6 Average annual private employment in arts, entertainment, and recreation taken from the Bureau of Economic Analysis 4 5
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2019 Annual Report
Creative Economy Impact
Creative Economy Impact Tourism
The development of the creative economy in Southwest Virginia is tied directly to tourism and travel. Creative economy businesses and attractions draw in tourists, which has a large economic impact on the region. With a population density of only 75 persons per square mile, bringing in outside dollars to support the economy is essential for growth. From 2004 to 2018, travel expenditures in Southwest Virginia grew by $437 million, with travelers spending a total of $1.1 billion in 2018. In this thirteen-year period, travel expenditures have increased by 67%7. Travel expenditures inin Southwest (millions) Travel Expenditures Southwest Virginia Virginia (millions) 1086.5 970.8
927 821.4
749.5
648.9
7
2005
2006
2007
1043.4
985.8
942.2
894.6 779.6
780.5
701.4
2004
828.4
1011.81
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
Annual travel related tax receipt estimates taken from the Virginia Tourism Corporation Economic Impact of Domestic Travel in Virginia report.
18
Tourism
Southwest Virginia counties with the highest travel expenditures in 2018 were Franklin, Montgomery, Washington, and Wythe, all with annual travel expenditures over $100 million. Those localities that had the highest travel expenditures in 2018, and in past years, tend to be located along major interstates or near larger cities and towns. However, when we look at how travel expenditures have changed since 2004, more rural and isolated counties have also shown large increases in travel expenditures. Percent change in travel expenditures Perecent Change in Travel Expenditures 2004-2018 2004-2018 67%
SWVA
99%
Galax Bristol
88%
Montgomery
88%
Floyd
75% 78%
Pulaski Russell
71%
Norton
72%
Wythe
72% 71%
Virginia Lee
70% 67%
Tazewell Carroll
68% 60%
Wise Dickenson
61% 59%
Giles Patrick
58% 54%
Scott Franklin
59% 53%
Bland Radford
51%
Washington
50%
Smyth
50%
Grayson Buchanan
44% 41%
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2019 Annual Report
Creative Economy Impact
Creative Economy Impact Tourism
Travel spending in the region also supports individual localities and the state. Local travel-related tax revenue in 2018 was nearly $26 million and state revenue was over $48 million. These both reflect a steady trend of increased tax revenues from travel8
Travel Related Tax Revenues (millions) (millions) Travel-related tax revenues State 48.26
32.7
17.6
33.9 35.3
18.6
19.6
36.7
20.7
37
22
37.5
20.6
38.7
21.4
2004 2005 2006 2007 2008 2009 2010
39.9
41.1
41.5
22.2
22.5
23.3
2011
2012
2013
46.07
42
44.1
23.5
24.7
25.83
2014
2015
2016
47.02
local 26.28
2017
26.75
2018
State tax receipts Local The increase in travel-related local and state mirrors the upward trend in travel expenditures. These increases in local tax receipts are influenced by the increase in local tax collection through food service, admissions, and lodging taxes. The increase in tax receipts at state, county, and local levels of government show the return on investment for communities that grow their creative economy.
In addition to direct travel spending through food, lodging, recreation, and shopping which supports local businesses, this travel spending also supports job growth in the region. According to the Virginia Tourism Corporation, 10,246 full-time equivalent jobs existed in SWVA thanks to travel in 2018. This is up 1,056 Leisure and hospitality industry employment jobs since 2004. Overall Leisure and Hospitality Industry Employment employment in the leisure 21500 21227 and hospitality industry 21000 21121 sector is up 14% from 20500 20503 20340 2001 to 2018. While overall 20000 19970 employment has failed to 20141 19638 rebound to pre-recession 19500 19333 levels, leisure and 19000 hospitality employment is 18632 18527 18500 at a peak. 18000 2000
2002
2004
2006
2008
2010
2012
2014
2016
2018
Annual travel related tax receipt estimates taken from the Virginia Tourism Corporation Economic Impact of Domestic Travel in Virginia report. 8
20
Tourism
We can see the details of the trend by looking at the increase in lodging and meals taxes. The graph below shows the increase in meals and lodging tax revenues at the locality level9. County/city tax revenues County/Citylevel Level Tax Revenues $16,000,000.00 $14,000,000.00 $12,000,000.00 $10,000,000.00 $8,000,000.00 $6,000,000.00 $4,000,000.00 $2,000,000.00 $2004
2006
2008
Meals Tax
2010
2012
2014
2016
2018
Lodging Tax
Though these revenue increases are impressive, they do not fully show the revenues collected as many areas in the region only have meals or lodging taxes at the town level. The additional graphs below show the increases in meals and lodging taxes for a sample of Southwest Virginia towns. The towns shown below had an even greater percentage increase than SWVA counties10. Lodging tax (thousands) Lodging Tax (thousands)
mealsMeals taxTax(thousands) (thousands)
1800
1800
1600
1600
1400
1400
1200
1200
1000
1000
800
800
600
600
400
400
200
200
0 2004
2006 2008 Bristol
2010
2012
2014
2016
Christiansburg
2018
0 2004 2006 2008 Marion
2010
2012
Rocky Mount
2014
2016
2018
Bluefield
Lodging and meals tax data taken from the Virginia Auditor of Public Accounts Local Government Comparative Reports. Does not include revenues at the town level. 9
Percent increase from 2004-2018 Meals Taxes: Marion (121%), Bluefield (136%), Rocky Mount (106%); Lodging Taxes: Bristol (194%), Christiansburg (252%). 10
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2019 Annual Report
Creative Economy Impact
Creative Economy Impact Travel Expenditures by Locality County/City Bland Bristol Buchanan Carroll Dickenson Floyd Franklin Galax Giles Grayson Lee Montgomery Norton Patrick Pulaski Radford Russell Scott Smyth Tazewell Washington Wise Wythe SWVA Total Virginia
2004 (millions) 9.56 30.16 14.68 44.88 4.87 14.43 73.3 9.2 18.09 11.05 7.68 85.04 11.9 18.46 33.49 10.88 7.67 11.96 17.48 31.87 73.25 22.01 86.99 648.9 15,041.50
2018 (millions) 14.67 56.75 20.78 75.65 7.85 25.31 116.69 18.37 28.79 15.93 13.07 160.34 20.48 29.2 59.63 16.45 13.15 18.42 26.34 53.23 110.28 35.41 149.65 1,086.5 25,843.54
2004-2018% Change 53% 88% 41% 68% 61% 75% 59% 99% 59% 44% 70% 88% 72% 58% 78% 51% 71% 54% 50% 67% 50% 60% 72% 67% 71%
Data Source: Virginia Tourism Corporation, Economic Impact of Domestic Travel in Virginia annual reports. Available at http://www.vatc.org/research/economicimpact/.
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Travel-Related Tax Receipts by Locality County/City Bland Bristol Buchanan Carroll Dickenson Floyd Franklin Galax Giles Grayson Lee Montgomery Norton Patrick Pulaski Radford Russell Scott Smyth Tazewell Washington Wise Wythe SWVA Total Virginia
Local 2004 (millions) 2018 (millions) 2004-2018% Change .3 .41 36% .95 1.63 71% .18 .23 27% 1.42 2.17 52% .12 .17 41% .46 .72 56% 2.31 3.36 45% .24 .45 87% .6 .86 43% .35 .45 28% .2 .3 50% 1.63 2.79 71% .55 .86 56% .58 .83 43% 1.06 1.71 61% .33 .45 36% .13 .19 46% .32 .43 34% .38 .52 36% .47 .71 51% 1.91 2.62 37% .34 .49 44% 2.8 4.31 53% 17.63 26.75 51% 443.0 701.49 58%
State 2004 (millions) 2018 (millions) 2004-2018% Change .43 .55 27% 1.56 2.65 60% .53 .6 13% 2.31 3.48 50% .3 .42 40% .7 1.12 60% 3.1 4.56 47% .5 .85 70% .97 1.36 40% .5 .66 32% .42 .62 47% 4.16 6.97 67% .61 .95 55% 1.16 1.59 37% 1.62 2.53 56% .56 .73 30% .43 .63 46% .64 .86 34% 1.17 1.55 32% 1.53 2.28 49% 3.65 4.95 35% 1.11 1.53 37% 4.7 6.71 42% 32.66 48.26 47% 640.7 1,076.97 68%
Data Source: Virginia Tourism Corporation, Economic Impact of Domestic Travel in Virginia annual reports. Available at http://www.vatc.org/research/economicimpact/.
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2019 Annual Report
Creative Economy Impact
Creative economy strategy The Comprehensive Economy As the economy in Southwest Virginia began its rapid transition from tobacco, coal, and labor-based manufacturing in the early 2000s, the Commonwealth of Virginia worked to identify critical areas of economic development to diversify the economy. This combined work of multiple organizations forms the comprehensive economy. A complete economy is balanced between all areas of economic development from agriculture and manufacturing development to small business and tourism development. Friends of Southwest Virginia and the associated organizations focus on developing the creative economy as part of the larger economic development efforts of Southwest Virginia.
Our Focus: The Creative Economy The Creative Economy is defined as innovative business development techniques finding success based on novel imaginative qualities that no longer rely on the limited resources of land, labor, and capital. We develop and promote place-based and unique experiences through working in the lenses of community, tourism, and economic development. 1. Community Development: • Connect assets to a community’s core • Facilitation and community capacity building 2. Economic Development: • New business development connectivity and assistance 3. Tourism Development: • Product development and planning • Market and promotion through SWVA
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Community Development
Economic Development
Tourism Development
How?
The process to develop the creative economy of a community consists of identifying assets, planning and capacity development, project development, long-term impact development, and marketing. Asset Identification
• Resource Identification • Community Research
Planning
• Community Capacity Building • Stakeholder Involvement • Project Brainstorming Project Development
• Funding • Implementation • Operations & Contingency Long-term Community Impact
• Business Development • Connectivity • Co-current Development
Marketing
Goal: Balanced Communities
Photo Credit: Hunter Blevins SWVA Storyteller
Photo Credit: Montana Arnold
Photo Credit: Montana Arnold
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2019 Annual Report
Creative economy strategy
Creative economy strategy: Plan Friends of Southwest Virginia released the new Southwest Virginia Creative Economy Strategic Plan: 2020-2022, a new guide for the future development of natural and cultural assets as economic development throughout the region. The plan was created through a partnership of dozens of community development organizations representing 19 counties, four cities, and 53 towns. The plan considers development across a wide array of natural and cultural assets: music, arts, heritage, downtown development, community development, and more. Beginning in early 2018, community and economic development organizations and partners throughout Southwest Virginia and the Commonwealth came together to carefully analyze existing programs, products, and resources and forecast the future of the creative economy. Since then, numerous community input sessions garnered input and feedback from over 250 in-person conversations and over 180 survey responses. The current and potential projects underway in each community were also cataloged as the benchmark for future development.
Outcome
Over the next three years, regional economic development partners working in the creative economy cluster will increase momentum, propelling Southwest Virginia’s creative economy by: • Providing new and renewed regional services to communities, nonprofit partners and businesses. • Engaging strategic partnerships that encourage region-wide collaboration for partner success. • Encouraging sustainable and diverse development across all fields of the creative economy.
Previous planning by Friends of Southwest Virginia, the Southwest Virginia Cultural Heritage Foundation and the other partners have resulted in millions of dollars of investment in the region. Successful creative economy initiatives in the past have included The Crooked Road: Virginia’s Heritage Music Trail, ’Round the Mountain: Southwest Virginia’s Artisan Network, millions of dollars invested into the outdoor recreation infrastructure, revitalization of dozens of historic downtowns throughout the region, and more.
Key partners in the development of the Creative Economic Strategic Plan include Commonwealth and Federal agencies, the five planning district commissions of the region, The Crooked Road, ’Round the Mountain, regional outdoor recreation groups, revitalization committees, Opportunity SWVA, four-year and community colleges, local governments, and nonprofit organizations working on community development and creative economy strategies.
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Philosophy
This is the region’s creative economy plan. The staff and boards of Friends of Southwest Virginia and the Southwest Virginia Cultural Heritage Foundation can do nothing alone. For some strategies, the organizations may not even act as the lead partner. Numerous regional organizations came together to form this strategic plan, and these same organizations will work hand in hand to execute this plan.
Level of Detail
This high-level plan sets forth goals that the staff and boards will organize to achieve. Those achievements could be a result of any number of possible tactical approaches. Laying out those specific strategies and tactics are not the purpose of this plan. Staff will further identify strategies, resources, partners, and responsible parties in collaboration with key partners.
Process
Over the course of two years, hundreds of organizations and partners throughout Southwest Virginia and the Commonwealth came together to carefully analyze existing programs, products, and resources and forecast the future of the creative economy. In a process facilitated by the Virginia Department of Housing & Community Development, planning steps included the following: • Regional Creative Economy Asset Inventory - Inventory and status of all existing developed natural and cultural assets. • Regional Project Database Development - Inventory by region and city/county of all projects currently in development from concept to construction. • Regional Roundtable Stakeholder Meetings - Meetings of regional and state-level stakeholders to identify regional gaps and issues. • Planning District Feedback Sessions - Five Feedback Sessions in Planning Districts 1, 2, 3, 4, and 12 to garner public partner feedback. Over 250 partners attended the sessions. • Online Survey - Over 180 partners provided robust written feedback on current and future creative economy initiatives throughout the region. • Southwest Virginia Cultural Heritage Foundation Board of Trustees and Friends of Southwest Virginia Board of Directors Endorsement - As the government foundation and non-profit organization charged with leading development of the creative economy in Southwest Virginia, these two entities approved and endorsed the regional plan on December 13, 2018. • Regional Collaboration with Planning District Commissions - In conjunction with the five planning district commissions, key points of collaboration and cross-over with the federally required “Comprehensive Economic Development Strategy” were identified.
Access the full Plan at friendsofswva.org/about/creative-economy-plan/
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2019 Annual Report
Creative economy strategy: Plan
Creative economy Development Driving Southwest Virginia’s creative economy through long-range community and regional planning, capacity building from neighborhood to multi-county level cooperatives, product planning and development, and cooperative regional projects development.
SWVA FIELD REPRESENTATIVES: Idalina Walker Creative Economy Development Specialist - West Zone Friends of SWVA iwalker@friendsofswva.org 276-492-2400 ext. 2415
Emily Mayo Creative Economy Development Specialist - East Zone Friends of SWVA emayo@friendsofswva.org 276-492-2400 ext. 2412
Daniel Boone Wilderness Trail
Photo Credit: Hunter Blevins SWVA Storyteller
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Community Capacity Building Programs 1. AIR Shift • In January of 2019, team members Emily Mayo & Idalina Walker, along with six other Southwest Virginia leaders, attended a three-day training to become AIR Shift facilitators. AIR Shift Workshop is a three-day program led by trained facilitators to help community members grow as creatives, and work together to design projects that would make their community a better place to live. The participants are divided into small groups, and over two days they identify a project that would make their community a better place. On day three, the teams pitch their ideas to the panel who then selects one project to fund. All projects must be $10,000 or under and can be implemented within one year. In addition to learning key skills to grow their creative minds, participants receive one-on-one coaching from trained facilitators. To find out more or plan an AIR Shift Workshop in your community please contact Emily Mayo at emayo@FriendsofSWVA.org, or Idalina Walker at iwalker@FriendsofSWVA.org 2. Americorp VISTA Hometowns • Friends of Southwest Virginia and University of Virginia’s College at Wise have partnered to expand the Community Builders program through the work of Americorp VISTA members. Southwest Virginia will soon welcome four Americorp VISTA members who will work to develop and expand Hometown Initiatives in four of the eight anchor areas. This work will take place in the Clinch River, High Knob, Mount Rogers, and New River. 3. Anchor Area Engagement Strategy • The Friends of Southwest Virginia creative economy development team and Southwest Virginia marketing team are aligning to implement an Anchor Area Engagement Strategy. This new strategy will be implemented in each of the eight anchor areas over the next three years and will include anchor area themed itineraries, merchandise product lines, photography, and a roll-out event in each anchor area. • A goal of the new strategy is to develop tools that can be utilized for all partners within the anchor area. For instance, each theme will identify key assets that are unique to each anchor area, cross-promote the region to increase travel, highlight destinations that are tourism ready, and connect to a cash register. Once the themes are developed they will be branded with anchor area art, photography, and will be available online or in a printable PDF.
Blue Ridge Plateau Anchor Area Working Group
Interstate Partnership Development with the North Carolina Department of Commerce
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2019 Annual Report
Creative economy Development
Creative economy Development Capacity Building Collaboratives 1. Appalachian Trail Stakeholders • Friends of Southwest Virginia has been working with the Appalachian Trail Conservancy to put interstate collaboration at the forefront of Southwest Virginia and Northeast Tennessee. This working group will be used to leverage this region of the Appalachian Trail, and future Damascus Trail Center. The Damascus Trail Center, once completed, will offer the opportunity for this region to promote their assets and provide tourism, or education-based services. 2. Blue Ridge Plateau (BRP) • Friends of Southwest Virginia assisted in facilitating a group of Blue Ridge Plateau leaders. This group of business and tourism leaders convened to discuss opportunities for cross-promotion, regional website, development of SWVA/BRP maps and itineraries, and continued education and networking. The collaborative has been working with Friends to develop five themed itineraries, maps, an anchor area merchandise product line, and a public unveiling event to educate businesses on these tools.
Cumberland Plateau Master Plan Working Group Interstate Field Trip to Knoxville, TN
3. High Knob Enhancement Corporation • Following a master planning process funded by the Appalachian Regional Commission’s POWER 2016 grant to Friends of Southwest Virginia, the four county and one city region of High Knob, commenced on a two-year master planning process to determine priorities for the area and establish recommendations for future economic development through the creative economy. • The High Knob Enhancement Corporation has agreed to champion the master plan and make it a priority for the area. Friends of Southwest Virginia will continue to work in the region to assist in the regionality and outdoor recreation promotion and development happening in the High Knob Anchor Area. Friends of Southwest Virginia will assist with the facilitation of a discussion with both groups as the plan moves into action in 2020.
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Capacity Building Collaboratives 4. Clinch River Valley Initiative (CRVI) • Conceived as the result of a 2010 forum on Building Local Economies in Southwest Virginia, CRVI has seen significant growth and development over the course of the past nine years. Five Action Groups – focusing on water quality, the development of access points on the Clinch River, environmental education, downtown revitalization, and the creation of a state park – have undertaken a wide range of well-coordinated activities designed to realize the CRVI’s stated vision of the Clinch River Valley as “a global destination based on the region’s unique biodiversity, natural beauty, cultural attractions, and outdoor “After reaching many of the original opportunities.” Friends of goals CRVI first set out to accomplish, Southwest Virginia acts as the fiscal agent and more recently the organization found itself at a the lead facilitator, convening crossroads. CRVI completed an inclusive monthly meetings of the action teams, as well as public meetings strategic plan in 2019 that will allow and transition team meetings in the organization to transition to non-profit preparation of incorporation. • Building on this impressive status and still keep the collaborative foundation, CRVI commissioned a structure that has allowed CRVI to comprehensive strategic planning process designed to chart the accomplish so much over the past ten organization’s future well into the years. Through this process, the support next decade. The Friends of Southwest Virginia, in its capacity of the Friends of Southwest Virginia as fiscal agent for CRVI, engaged was invaluable and ensured everyone’s Hargrove International, Inc. to facilitate a strategic planning voice at the table was heard.” process that would address - Josh Sawyers long-term organizational, Innovation Center Manager, UVA-Wise management, fundraising issues, and identify key institutional Office of Economic Development & Engagement goals and objectives. Through this four month process, the Friends of SWVA team acted as a lead contact as the strategic planning team worked to provide input to the consultants. The resulting strategic plan will guide CRVI through 2023 as it becomes a non-profit organization and works to continue its now decade long mission to build local economies in Southwest Virginia, developing and protecting the Clinch River Valley – one of the most bio-diverse regions in North America.
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2019 Annual Report
Creative economy Development
Creative economy Development Capacity Building Collaboratives 5. Opportunity SWVA • This collaborative group of 29 entities across GO Virginia Region 1 gathers quarterly to collaborate and partner on innovative strategies in order to improve and revitalize the economy of Southwest Virginia. Opportunity SWVA is piloting the way for the region to align resources, highlighting opportunities for entrepreneurs, supporting their efforts, and expanding the spirit they bring to their communities. Through collaborative partnerships, the initiative is working to rally existing and emerging economic and community development efforts to create thriving entrepreneurial communities that will accelerate progress for both new and established ventures. 6. Park & Pecan Street • Friends of SWVA lends facilitation services to this neighborhood initiative in Abingdon, VA. The group formed to identify how they could better align themselves with the mecca of assets surrounding Park and Pecan Streets, including an urban pathway project, the Virginia Creeper Trail Trailhead, Mainstreet intersections, and The Park Street Project. One project the group has decided to tackle is implementing art along their corridor in the form of Bicycle Themed Yarn Bombs. The group has collected donated yarn, bike wheels, and Park and Pecan Working Group Arts + even a full bicycle to decorate and place Outdoor Recreation Activation throughout their neighborhood. This form of art is intended to lead visitors of Park and Pecan Street from the Virginia Creeper Trail to the business fronts; while enhancing the fun and unique assets that are accessible to all. 7. Tazewell Trails Stakeholders • Friends of SWVA has been working alongside partners in Tazewell, VA to facilitate monthly meetings around showcasing the vistas, woodlands, pedestrian trail, and river access development in Tazewell and Buchanan County. A plan has been developed by Outdoor Adventure Corps (OAC), and funded by the Thompson Charitable Foundation, to progress the recreation collaborative made up of local government, tourism, and community members. The goal is to develop and market an outdoor recreation corridor through the mountains of the Cumberland Plateau region. This goal has been made reachable with a grant from the VA Tobacco Revitalization Commission, which will allow this group to assess the outdoor recreation assets of the four county area in order to best chart a course for this future worldclass outdoor recreation destination.
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Regional Planning Project Name
Funders
Regional Initiative
Cumberland Plateau Development & Sustainability Plan | Buchanan, Dickenson, Russell & Tazewell County
TRRC SWED & Thompson Charitable Foundation
Recreation Cluster Development, Connectivity, & Sustainability
Development of plans for longterm development & sustainability for enhancement of the economy of Cumberland Plateau, through development of outdoor recreation cluster
High Knob Master Plan | High Knob Region
ARC POWER & DHCD Building Collaborative Communities
Appalachian Spring
Development of a regional initiative and strategy for future projects and collaboration
Interstate Collaborative Planning | SWVA & Neighboring States of NC, TN, KY, WV
ARC POWER
Building POWERful Economic Diversity and Sustainability within Appalachian Communities
Development of four interstate (NC, TN, KY, WV) economic development plans focused on the creative economy of SWVA & Central Appalachia
Mendota Trail Master ARC Area Development Plan & Development & Economic Impact Study | TRRC SWED City of Bristol, Washington County
Trail Development, Sustainability and Connectivity in the Mount Rogers Anchor Area
Development of a regional plan for longterm development of the Mendota Trail
Mount Rogers Development & Sustainability Plan | Grayson, Smyth, & Washington County
ARC Area Development & TRRC SWED
Recreation Cluster Development, Connectivity, & Sustainability
Development of plans for long-term development & sustainability for enhancement of economy of Mt. Rogers through development of outdoor recreation cluster
Virginia Creeper Trail Master Plan & Economic Impact Study | Grayson, Smyth & Washington County
ARC Area Development & TRRC SWED
Trail Development, Sustainability and Connectivity in the Mount Rogers Anchor Area
Development of a regional plan for long-term development of the Virginia Creeper Trail
“Friends of Southwest Virginia has helped us all to realize that our greatest assets are the authenticity of our culture and the natural beauty of the region. In doing so, they have united us all to work together to develop, promote, and sustain our resources.�
- Chris McKlarney County Administrator Giles County Administration
Progress
Description
Marcia Dempsey Development Programs Administrator Friends of SWVA mdempsey@friendsofswva.org 276-492-2400 ext. 2415
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2019 Annual Report
Creative economy Development
Creative economy Development Product Development Friends of Southwest Virginia serves as a regional collaborative facilitator for communities to unite individual projects into large scale regional initiatives. This unification into multi-jurisdiction projects provides strength in seeking federal and state resources for community, economic, and tourism development. The following projects are underway across Southwest Virginia and are administered by Friends of Southwest Virginia as part of large-scale regional collaboratives: Project Name
Funders
Regional Initiative
Progress
Description
Appalachian Trail ARC POWER, TRRC Conservancy's SWED, Town of Damascus Trail Center Damascus | Washington County
Appalachian Spring
Funding to construct a trail hub for the Appalachian Trail & Mt. Rogers Anchor Areas.
Haysi Riverwalk | Dickenson County
ARC POWER & TRRC SWED
Appalachian Spring
Construction of a Riverwalk in Downtown Haysi to connect businesses to natural assets within the Breaks Anchor Area.
High Knob Destination Center | City of Norton
ARC POWER, TRRC SWED, FLAP, & City of Norton
Appalachian Spring
Construction of a natural asset hub for the High Knob Anchor Area region.
High Knob Lake Restoration | City of Norton
ARC POWER
Appalachian Spring
Restoration project of High Knob Lake in the High Knob Region.
Lee and Wise County Outdoor Recreation Access | Dickenson, Lee, & Wise County
ARC Area SWVA Outdoors Development - DHCD
Construction of boat launches and community bike parks as well as Dickenson County trail development
New River Boat Launches | Giles County
ARC POWER & Giles County
Appalachian Spring
Construction and enhancements of river access along the New River
New River Center | Giles County
ARC POWER & Giles County
Appalachian Spring
Enhancements to existing Giles County Destination Center and input of informational kiosks at major assets through Giles County.
Russell Fork Adventure Trail | Dickenson County
ARC POWER & TRRC SWED
Appalachian Spring
A multi-use, non-motorized trail that connects Breaks Interstate Park to the Town of Haysi
Stony Creek Park at Devils Bathtub | Scott County
ARC POWER
Appalachian Spring
Development of a parking area with restroom facility to provide additional parking to Devils Bathtub visitors
Tazewell Trails Development | Tazewell County
Thompson Charitable Foundation
Tazewell Trails
Development of multi-use trails in Tazewell County
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2019 Annual Report
Creative economy Development Tourism Product Development
Rendering: Appalachian Trail Center in Damascus
Parking Parking Town Town Gazebo Gazebo
Town HallHall Town Main Street Parking Public Parking g New R N Ramp into i Gazebo G b 8’ asphalt h l Trail T il Paved P d P Potential i l ATV Parking P ki Di Drive-thru h E i onto Trail Entries T il U i Universal lA Access Fi hi Pier Fishing Pi
Picnic Shelter Picnic Shelter
Stony Creek Park at Devils Bathtub in Scott County
Gate a Gateway Shrubs Shr bs (typ) (t p) Collapsible Bollards Uni ersal Access Fishing Pier Universal
10 Min. 10’ Min Clearance (typ) Screen Wall Concrete Path with Railings
Balcony (above) Wood Deck Market Lights
Urbanite Paved Seating g Market Lights g 5’ shared path p to beach
Russell Fork River
Rendering: Russell Fork Boardwalk in Downtown Haysi Wood Deck (balcony above) Bluestone Patio with seating Shrubs (typ)
New Fire Pit and seating 8 asphalt Trail Paved 8’ Existing Stairway Gateway with collapsible bollards, landscape
Schematic Plan for Haysi y Riverfront Trail – For ATV and Pedestrian Use September p 9, 9 2019 HSPC Comm. 0930.14
New River Boat Launch In Giles County
Breaks Interstate Park Photo credit: Billy Bowling
New River Boat Launch in Giles County
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’Round the Mountain: Art & Craft ’Round the Mountain (RTM) Overview
’Round the Mountain: Southwest Virginia’s Artisan Network is a non-profit organization whose mission is to promote sustainable economic development of the region’s communities through development of the unique regional art and craft as an economy. The organization works to assist local artisans as entrepreneurs with marketing, educational, and entrepreneurial opportunities.
RTM / Friends of SWVA Partnership
On July 1, 2018, Friends of Southwest Virginia formally assumed management of the programs of RTM. The staff at Friends of SWVA now oversee development of the artisan trails throughout SWVA, artisan memberships sales, and member development, marketing of RTM and regional arts initiatives and, most importantly, partnership development among the arts community, individual artisans, other regional co-ops, galleries, and arts stakeholders in this region. Friends of SWVA and RTM have worked together for years within the arts community, but this exciting new partnership is taking the relationship between the two organizations to a new level for the benefit of all of SWVA.
’Round the Mountain Statistics ’Round the Mountain
Statistics Total Members - 322 • Artisans - 272 (145% increase over 2018) • Businesses & Organizations - 50 • Affiliated Arts Schools - 4 • Affiliated Galleries - 10 • Affiliated Shops - 20 • Affiliated Cultural Heritage Centers - 10 • Affiliated Farms - 6
Student Membership
Members by Medium Clay Fiber Glass Jewelry Literary Man-Made Metal Mixed Media Natural Materials Other Two-Dimensional Wood Not Disclosed
Number 12 42 8 11 2 1 11 7 14 15 34 36 79
’Round the Mountain launched a new student membership, a free membership level available to all high school and college students living and/or studying in the 19-county, four-city region of Southwest Virginia. The student membership is an important first step in starting a partnership with the budding artists and artisans in our region. Students will be connected to the largest artisan community in the region as well as have access to a number of resources.
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Community Outreach The staff of ’Round the Mountain and Friends of Southwest Virginia hosted Meet and Greets throughout the region to introduce ourselves to members and stakeholders of our Artisan Network.
Exhibits ’Round the Mountain began a series of artisan exhibits at the SWVA Cultural Center in 2019 to celebrate regional art and showcase the wide variety of art being produced in the region: • Reflections: James “Corry the Mystic” Turner - 2D Paintings • New Voices: RTM Newly Juried Artisans • Celebration of SWVA Youth: Mountain Mission School Student Work • Holiday Celebration: Regional Holiday, Christmas & Winter Art
2019 Jury ’Round the Mountain reintroduced jury in 2019 following a year-long reorganization of the jury process. Members of the organization may submit work to be juried by a blind panel of fellow artisans; if accepted, work may be displayed and retailed at the SWVA Cultural Center & Marketplace. Spring Jury: 27 Artist Submissions - 17 Artists Accepted Fall Jury: 17 Artist Submissions - 12 Artists Accepted
Art Markets
Members by community Bristol Buchanan Carroll Dickenson Floyd Franklin Galax Giles Grayson Lee Montgomery Norton Patrick Pulaski Radford Russell Scott Smyth Tazewell Washington Wise Wythe
Number of artisans 17 3 5 5 18 7 5 5 8 6 20 4 10 5 2 14 6 17 18 16 14 18
Jenna Wagner Deputy Director ’Round the Mountain jwagner@friendsofswva.org 276-492-2400 ext. 2422
’Round the Mountain and Friends of SWVA hosted four Art Markets in 2019 with over 100 artisans participating throughout the year! • Spring Art Market: March, 24 Artisan Participants & $5,200 in Art Sales • Summer Art Market: July, 13 Artisan Participants & $1,300 in Art Sales • Autumn Art Market: November, 16 Artisan Participants & $5,500 in Art Sales • Holiday Art Market: December, 10 Artisan Participants & $1,800 in Art Sales
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2019 Annual Report
’Round the Mountain: Art & Craft
’Round the Mountain: Culinary Culinary In 2019, Friends of Southwest Virginia developed and implemented a new role to better showcase the region’s unique food and beverage crafters and creators. The SWVA Chef and Culinary Ambassador does this through many new and creative initiatives. Whether he is at a local farmer’s market conducting cooking demonstrations and tastings, or in a local community doing farm-to-table dinners, the Culinary Ambassador is always telling the stories of the region’s farmers and producers.
1. Food Education and Promotion • Cooking Along The Crooked Road classes to educate visitors and locals on regional cooking styles • Craft Beverage Cooperatives: • SWVA Mountain Brew Trail - Born in 2017, this trail brings together the 24 breweries of SWVA to cooperatively market and develop the brewery culture, while promoting new visitation • Wine Roundtable - A cooperative of regional wineries to promote collaboration and increase visitation • ”Farmer of the Month” marketing program to promote unique, local producers and farmers • Development work with local canneries
2. Farm-to-Table Development The Friends of Southwest Virginia Culinary Ambassador helped plan and execute five farm-to-table dinners in 2019. The dinners highlighted the local foods and beverages available in the region. • Appalachian Sustainable Development Fundraising Dinner at Abingdon Vineyards • “50 Years of Love” Celebration Dinner at Iron Heart Winery in Hiawassee • Farm-to-Table Brunch at Highlands Farm in Lebanon • Community Dinner at “Great Road on Main” in Christiansburg • “Marketplace Under the Stars” Community Dinner in Pulaski
Chef Charles Parker SWVA Chef & Culinary Ambassador Friends of SWVA cparker@friendsofswva.org 276-492-2400 ext. 2414
Independence Farmers Market Promotion & Demonstration
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Culinary 3. Farmers Market Development The SWVA Chef and Culinary Ambassador worked with farmers markets across the region to increase visitation and reach new audiences through demos, contests, and challenges. This year, the Culinary Ambassador visited 10 farmers markets in Southwest Virginia conducting a total of 16 demonstrations, showcases, and tastings.
Farmers markets
Demos / showcases Abingdon Farmers Market 3 demos/showcases Independence Farmers Market 4 demos/showcases Franklin County Farmers Market 1 demo/showcase Pulaski Farmers Market 3 demos/showcases Christiansburg Farmers Market 2 demos/showcases Glade Spring Farmers Market 2 demos/showcases Lebanon Farmers Market 1 demo/showcase
Independence Farmers Market Promotion & Demonstration
“Chef Charles is becoming a mainstay in Southwest Virginia’s agricultural, agritourism, and culinary scene. He skillfully crafts phenomenal dishes from the freshest products within Virginia on a regular basis. At many events where I see him, he acts as a regional ambassador and frequently emcees the event since his persona lends itself to leading the crowd.”
- Adam Fariss Iron Heart Winery LLC / Fariss Farms LLC
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2019 Annual Report
’Round the Mountain: Culinary
The Crooked Road 2019 in Review The Crooked Road: Virginia’s Heritage Music Trail serves the Southwest Virginia region through supporting and promoting traditional music and musicians, and generating economic impact. Since its designation as Virginia’s Heritage Music Trail by the Virginia General Assembly in 2004, this 330mile long driving route has connected visitors with nine major music venues and over 50 affiliated venues and festivals. Each partner showcases the region’s incredibly rich heritage music traditions. The Crooked Road region is home to some of the greatest names in American music - the Carter Family, the Stanley Brothers, Jim and Jesse McReynolds, and the Stonemans. The musical history and vibrant scene of heritage music in the region attracts visitors from across the U.S. and from other countries to experience unique musical traditions that have had a profound impact on American music and the American story. As an economic development initiative, The Crooked Road is one of the most recognizable brands in Virginia and has built programs that now generate $9.1 million per year of economic impact in Southwest Virginia (per March 1, 2016 report by Virginia Tech Office of Economic Development) and supports 131 jobs in the hospitality sector (lodging, restaurants), the arts sector (venues and artists), and other related sectors. Since its inception, tourism to the region has increased more than 67% and it has been an important catalyst for subsequent initiatives that are key building blocks of the creative economy effort in Southwest Virginia.
The Crooked Road programs generate $9.1 million per year of economic impact in Southwest Virginia.
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The Crooked Road programs encompass festivals, concerts, and education to continue supporting local musicians and spreading awareness of Southwest Virginia’s heritage music. Every Thursday, The Crooked Road holds an Open Jam at the Southwest Virginia Cultural Center where attendance continues to increase and varied musicians come together to pick and perform. Crooked Road On Tour concerts take regional musicians to out-of-region venues, increasing The Crooked Road’s visibility and reaching new potential visitors. In 2019, Crooked Road On Tour was again featured on the Main Stage at The State Fair of Virginia. In addition, The Crooked Road provides local music educational opportunities through the Traditional Music Education Program (TMEP). TMEP supports Junior Appalachian Musician (JAM) programs in the region, holds an annual Youth Music Festival, and arranges monthly Youth Music Series concerts at the Southwest Virginia Cultural Center & Marketplace. The Mountains of Music Homecoming is an annual signature event for The Crooked Road which features concerts and community events. In its first five years, the Mountains of Music Homecoming was an annual nine-day event showcasing the music and cultural assets of all the communities in Southwest Virginia. For the future, Mountains of Music Homecoming will continue to adapt in order to highlight The Crooked Road’s major venues and traditional resources. A music compilation CD is produced each year from the live recordings during the event. For 2019, the Mountains of Music Homecoming was nominated for event of the year at the International Bluegrass Music Association (IBMA) Awards and the 2017 Mountains of Music Homecoming CD was granted the Independent Music Awards Bluegrass Album of the Year. The Crooked Road also participates in regional tourism initiatives with partners including Friends of Southwest Virginia and the Virginia Tourism Corporation, and attends various conferences and festivals to promote The Crooked Road programming and the Southwest Virginia region.
Crooked Road on tour 7 Concerts Mountains of Music Homecoming 9 days, 15 Concerts, 3 Feastival heritage food events and 80+ community events
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2019 Annual Report
The Crooked Road
Heartwood Transformation Heartwood opened to the public in 2011 as a regional visitor, arts, and music facility. Following a yearlong strategic evaluation of the programs and operations, Heartwood closed its doors on December 31, 2018 and reopened to the world as the Southwest Virginia Cultural Center & Marketplace with a renewed vision of building the creative economy of Southwest Virginia.
What is Renewed?
• An expanded focus on the artisans and connecting them with the facility: this includes expanded space for retailing and exhibiting art and craft, increased attention to connecting the facility to other arts facilities through SWVA, and more opportunities for artisans to interact with the public. • A commitment to quality service and experience for both artisans and customers. Under the new operational model, the facility, ’Round the Mountain, and Friends of Southwest Virginia are consolidated and managed by the same staff for the first time in history. • An expanded visitor center with additional brochure and display space. The centerpiece of the visitor center is a new custom-designed map with each city and county formed from historic woods from their communities. A companion guide book details the history of each piece of precious wood and encourages visitors to explore the region. • An overhaul of The Crooked Road room with a new immersive video theatre that allows visitors to experience the music of SWVA any time the facility is open to the public. This space also features new exhibits and displays about music history. • Incorporation of the Southwest Virginia Outdoors brand, outdoor anchor areas, and businesses into the facility through eight new anchor area displays that will be debuting over the next two years. • A reinvention of the restaurant to serve only from the SWVA Mountain Brew Bar and support regional restaurants, caterers, and food trucks at regular weekly events and special events. The new restaurant model is sourcing 85% of products from Southwest Virginia and retailing a wide selection of regionally made products, wines, and beers. • Hours - To better fit the needs of the traveling and local public, the facility is now open during Spring, Summer, and Fall on Monday - Saturday from 9am - 6pm and Sundays from 11am - 3pm.
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2019 Annual Report
Southwest Virginia Cultural Center 2019 in Review Total Artisan Sales: Total sales of regional art & craft for March 15 (Reopening) - December 15, 2019: Over $150,000
Top Selling Artisans: 1. 2. 3. 4. 5.
Beagle Ridge Herb Farm - Farm-crafted bath and body products of Wytheville Phoenix Hardwoods - Woodwork and furniture of Floyd Marie McConnell - Mixed media of Abingdon “What a delight! This lovely Tricia Cahoon - Pottery of Wise building reflects the heart and Cindy Howe - 2D art of Patrick Springs
Highest Priced Item Sold:
Wheels Within Wheels Painting by James Turner of Abingdon
Most Items Sold in 2019:
Beagle Ridge Herb Farm of Wytheville - 993
Top Selling Individual Item:
Sondra Blevins of Meadowview - Quilted Mug Mat - 153
soul of SWVA artisans from the structure of the building and the exterior environment, to the actual artwork and crafts that are so beautifully displayed inside. The skill and quality of the crafts featured in this building quench my thirst for handmade, unique items that are not often found along the interstate highway.�
- Kathy DePruit Retired Art Educator, Clarksville, TN
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SWVA Cafe & Mountain Brew Bar The SWVA Cafe & Mountain Brew Bar strives to promote the region’s wonderful farmers, growers, and producers by serving a menu consisting of 85% local ingredients and products. The Cafe’s goal is to introduce the flavors of SWVA to all patrons that come to the facility and to encourage them to explore the community to see where their food came from. One of SWVA Cafe’s staple and most popular soups is the Creamy Tomato Basil. The staff uses the freshest heirloom tomatoes from Highlands Farms in Russell County, VA. Using local ingredients is at the heart of the mission, ensuring a flavor profile representative of SWVA. You can find the recipe below. The Cafe encourages everyone to go to their local farmers market and pick up some delicious heirloom tomatoes to make this staple of the cafe.
SWVA Creamy Tomato Basil Soup 16 tomatoes- peeled and diced
Place tomatoes and juice in a stock pot over medium heat.
16 cups of tomato juice
Simmer for at least 30 minutes. Puree the tomato mixture
½ cup rough chopped fresh basil
with the basil leaves and return puree to the stock pot.
4 cups of heavy cream ½ lb of butter, unsalted
Place the pot over medium heat and stir in the heavy
Salt and pepper to taste
cream, butter, and white wine. Season with salt and
½ cup white wine - dry
pepper. Heat, stirring until the butter is melted. Do Not Boil.
Since reopening, the Cafe has been successful at sourcing 85% of ingredients locally. Below is a list of local farmers and producers that the SWVA Cafe & Mountain Brew Bar currently works with: Farm Old Rich Valley Highlands Farms River Valley Farms Ziegenwald Dairy T-N-T Farms Pick-N-Grin Farms Harvest Table Farm
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Community Saltville, VA Russell County Abingdon, VA Gate City, VA Meadowview, VA Bristol, VA Meadowview, VA
Farm Laurel Springs Farm Pop’s Veggie Basket My Shepherd’s Farm Moyer Family Farms Southern Fork Farm SWVA Farmers Markets Appalachian Sustainable Development
Community Marion, VA Rural Retreat, VA Rural Retreat, VA Castlewood, VA Sugar Grove, VA Region-Wide Region-Wide
2019 Annual Report
Southwest Virginia Cultural Center “Farmer of the Month” Program Friends of SWVA implemented a new initiative this year to highlight a new farmer within the region each month, helping to tell their stories, and to bring more attention to their farms and products. In addition to promotions, the Culinary Ambassador and Cafe Manager created a “special” to be sold in the cafe, using that farmer’s products, thereby increasing the farm’s visibility and sustainability. “Farmers of the Month” for 2019: • March/April - Tracy McGlothlin of Highlands Farm, Lebanon • May - David King of River Valley Farm, Abingdon • June - Amy Campbell of Old Rich Valley Farm, Saltville • July/August - Courtney Umbarger of Laurel Springs Beef, Marion • September - Richard Moyer of Moyer Family Farm, Castlewood • October - Lynda Bracken of My Shepherd’s Farm, Rural Retreat • November - Shawn Boucher of Southern Fork Farm, Sugar Grove • December - John Woodworth of Ziegenwald Dairy, Gate City
Amy Campbell of Old Rich Valley Farm in Saltville
Restaurant Takeovers The Southwest Virginia Cultural Center & Marketplace announced their restaurant takeover initiative in 2019. This provided an opportunity for Southwest Virginia restaurants, catering companies, and food trucks to serve food and showcase their products and talents. The Southwest Virginia Cultural Center & Marketplace had 15 restaurant takeovers in 2019. Participating Southwest Virginia businesses include: • White Birch Food & Juice - Abingdon • Big Daddy’s Catering - Meadowview • Four Seasons Catering and Bakery - Marion • Your Grate Escape - Tazewell • The Pakalachian - Lebanon • Cheesy Does It - Lebanon • JJ’s Restaurant and Sports Bar - Abingdon
Your Grate Escape - Tazewell
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Get involved with the SWVA Cultural Center Artisans: • Join ’Round the Mountain today! Visit www.JoinRTM.org to join today and start experiencing the benefits of this world-class artisan network! • To sell in the facility, members must pass the bi-annual jury process. Contact our Marketplace team at info@roundthemountain.org Communities: • Interested in getting your brochure or community information displayed and marketed in the Visitor Center? Reach out to our Visitor Center team at visitorcenter@FriendsofSWVA.org Musicians: • Music is coordinated by The Crooked Road. Contact admin@thecrookedroad.org
Venue Rentals The 2019 re-opening and renovation of the Southwest Virginia Cultural Center & Marketplace allowed for opportunities for growth in programming, sales, and events. The updated Center enjoyed a strong year in event sales. From grand weddings and business meetings to group experiences and entertainment events, the Southwest Virginia Cultural Center & Marketplace team offered an array of events in 2019. A team of talented event professionals is at the heart of each detailed moment. Crafting an authentic Southwest Virginia event experience through locally sourced vendors is truly a passion of the team at the Center. It is with pride and a high level of responsibility that the Southwest Virginia Cultural Center & Marketplace serves visitors and locals daily. Special Events: • Interested in holding a special event at the facility? Contact Sales, Events & Programming Coordinator Leah Kidd at lkidd@FriendsofSWVA.org
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2019 Projects Southwest Virginia Visitor Website - visitswva.org A new visitor website for Southwest Virginia launched in 2019. Friends of SWVA has been getting feedback from partners about the current website and what they would like to see in a future visitor website. Friends of SWVA is working to integrate the feedback and the new visitor website with Virginia.org data feeds and content calendar. This will allow for an online tool that houses asset data for the region (i.e. all breweries, wineries, distilleries, music venues, arts sites, museums, restaurants, etc). Partner Website - Friendsofswva.org Friends of SWVA’s website is a digital resource for partners around the region. This website is dedicated to the partners and sharing information with them. The new partner website was launched in the Spring of 2018 and continues to be a valuable resource. Cultural center website - swvaculturalcenter.com A new website for the SWVA Cultural Center & Marketplace launched in the Spring of 2019. This website is a showcase of everything at the Cultural Center: the visitors center, the Marketplace, and the SWVA Cafe & Mountain Brew Bar. Phase 2 of this website includes an e-commerce storefront that will allow Southwest Virginia to reach new markets online and around the world. ’Round the Mountain website - roundthemountain.org In the Spring of 2019, ’Round the Mountain launched a new website for consumers and the network of artisans. This website allows for management of memberships and gives Friends of SWVA a channel to showcase the artisans, their stories, and work.
New River Trail Photo Credit: Montana Arnold
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2019 Annual Report
Regional Marketing & Branding
Regional Marketing & Branding 2019 Projects Comprehensive marketing plan Friends of Southwest Virginia has been working diligently with partners around the region over the past year on building a new digital platform that is reflective of the needs and resources of partners. The time has come to begin promoting all aspects of the Southwest Virginia branding package to the nation and world. Brands that fall under this marketing plan and program include Southwest Virginia, the Southwest Virginia Cultural Center & Marketplace, ’Round the Mountain, The Crooked Road, the Southwest Virginia Mountain Brew Trail and the Friends of Southwest Virginia. Friends of SWVA will work with the Commonwealth of Virginia Department of Housing & Community Development, Virginia Tourism Corporation, the Appalachian Regional Commission, the Virginia Tobacco Region Revitalization Commission, and many other partners to effectively tell the stories of Southwest Virginia and why this region is so special, and promote our natural and authentic assets. The focus of this program in FY2019-2020 is creating a sustainable program that will last year after year. Friends of SWVA is enthusiastic about efforts thus far and are looking forward to utilizing digital and social media to tell unique stories, and promote a region full of authenticity to the world. Digital Asset Management System The team at Friends of SWVA has also worked to launch a new digital asset management system as a resource for partners to compile and share digital assets. This cloud-based software is easily accessible and will house Southwest Virginia brand assets, photography, and videography for the region moving forward. The team is continuing to compile content and share it with partners around the region. There will need to be additional training for partners in 2020.
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2019 Projects Content Generation & Storytelling Over the past year, the team has been working on continued development of a database for cultural assets (music, craft, outdoor recreation, etc). Content generation has been ongoing over the last year in photography and videography. SWVA Storytellers Friends of SWVA launched an exciting new initiative to use first-hand voices to tell the unique stories of Southwest Virginia’s people, places, and adventures. The “SWVA Storytellers” consist of six writers, photographers, and videographers journeying throughout the 19-county, four city footprint of Southwest Virginia discovering the region’s untold treasures. The storytellers will produce content packages about unique people, businesses, attractions, hidden destinations, and more throughout the region. The stories of the region will be cataloged at VisitSWVA.org starting in January 2020 to promote Spring travel throughout the region and continue throughout the year. These stories will be marketed to the world to showcase the authentic and distinctive culture of Southwest Virginia. Have a story idea? Reach out to storytelling@FriendsofSWVA.org. The program was launched in partnership with Virginia Tourism Corporation, the state tourism office of Virginia and the official marketers of the Virginia is for Lovers brand. The partnership with the state tourism office leverages the success of the Virginia is for Lovers brand, now in its 50th year of promoting the Commonwealth. This program will focus on key themes: outdoor/scenic, culinary (wine, beer, distilleries, food), arts (music, arts), millennial/youth, adventure, and downtowns.
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2019 Annual Report
Regional Marketing & Branding
Regional Marketing & Branding 2019 Projects SWVA Insiders In October of 2019, the SWVA Insiders program was launched. This program was designed to allow for Southwest Virginia locals to participate in regional programs. To become an insider, all they need to do is complete a 4-hour training and share their love with #SWVA! The certification course consists of information on Friends of Southwest Virginia and programs, pitches for tourism destinations in the region, social media best practices, storytelling, and resources. The team gives participants the tools to be able to talk about Southwest Virginia and all of the incredible work that’s being done across the 19 counties, four cities, and 53 towns. After finishing this course, participants will become a certified #SWVAinsider and be the first to know of opportunities to get involved. Media and Public Relations The team at the SWVA Cultural Heritage Foundation and Friends of SWVA has been working diligently on telling the story of the organization and the region. The combined organizations have been working towards both an internal and external public relations strategy. Through a partnership with the Abingdon Convention and Visitors Bureau, the SWVA Cultural Center & Marketplace has seen over 10 media familiarization tours and visits to the facility. In 2020, Friends of SWVA will be working towards a larger press kit that contains information about each county and city, and their unique stories. In addition to the aforementioned, the team will also be working towards scheduled blogger conferences, media tours, familiarization tours for external and internal media to visit the region, and tours to educate Mount Rogers residents and partners about other regional assets. Merchandise and Inventory Program The Friends of SWVA has a merchandise program for the Southwest Virginia brand. Partners can reach out to merchandise@FriendsofSWVA.org with inquiry. Through this program, the Friends of SWVA team has been able to launch new merchandise by season and theme.
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2019 Projects SWVA Regional Marketing Roundtable The Deputy Director and Marketing Manager will work with the SWVA Cultural Heritage Foundation / Friends of Southwest Virginia Joint Board Marketing Committee for marketing support and to communicate about marketing efforts. The SWVA Regional Marketing Roundtable was formed in the Spring of 2019 to engage partners from around the region in marketing efforts. This group will help to provide direction to the Joint Board Marketing Committee and staff. Marketing investment program Friends of Southwest Virginia is in the process of building a comprehensive marketing support program, focusing on sustainability in 2020. The SWVA Marketing Investment Program will complement the co-op marketing program already implemented by Virginia Tourism Corporation. More detailed information about this program and how to get involved can be found at FriendsofSWVA.org. Bristol Rhythm & Roots Reunion Activation In September of 2019, Friends of SWVA executed an immersive experience at Bristol Rhythm & Roots Reunion. This included, but was not limited to, a stage experience in partnership with The Crooked Road and The Floyd Country Store, artisan booths, an urban forest in the trees, Southwest Virginia comprehensive branding, merchandise sales, logistics, and coordination among a variety of partners.
Bristol Rhythm & Roots Reunion
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2019 Annual Report
Regional Marketing & Branding
(276) 492-2400 One Heartwood Circle Abingdon, VA 24210 Partner Website: friendsofswva.org Consumer website: swva.travel