Fortitude is something we rarely notice until we need it. Yet, over the past few years, with all the economic and health challenges we have faced in Southwest Virginia, our ability to stay focused, grounded, and hopeful proves how much fortitude has been growing in us over the years. It’s this trait that drives us as a region to continually look for ways to work together to build a more sustainable economy for Southwest Virginia.

Southwest Virginia is strong and vibrant. With a network of 19 counties, four cities, and 53 towns in Appalachian Virginia, Southwest Virginia has proven it’s stronger when the region works together. No better place shows off this strength in our region than the success of our creative economy. As one of the fastest-growing sectors of businesses in the world, the focus on growing the creative economy in Southwest Virginia has led us to preserve and protect the region’s rich heritage and natural resources, create jobs, and attract visitors and new businesses.

The Southwest Virginia Cultural Heritage Foundation and its supporting nonprofit, Friends of Southwest Virginia, are focused on being a strong partner to help rebuild our local economy, create stronger cooperation between businesses and local and state government, be an advocate for our local and regional tourism and economic development partners, and exercise leadership and commitment in the Southwest Virginia region.

This Annual Report showcases how the Southwest Virginia Cultural Heritage Foundation, Friends of Southwest Virginia, ‘Round the Mountain Artisan Network, and The Crooked Road have encouraged 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.

The following is a list of a few of the key initiatives we accomplished in 2022:

Partnership and Community Development Initiatives

• Completed several regional planning initiatives that will result in strategic advances for the SWVA Outdoor recreation industry. These plans include:

· Virginia Creeper Trail Master Plan

· Cumberland Plateau Outdoor Recreation Economic Analysis and Development Plan

· Mount Rogers Outdoor Economy Master Plan

• Celebrated Groundbreaking Ceremonies on two (2) destination centers in Southwest Virginia

· High Knob Destination Center (City of Norton, VA)
· Haysi River Access (Dickenson County, VA)

• Celebrated the Grand Opening of the Damascus Trail Center

• Launched a comprehensive economic development study of Breaks Interstate Park

Marketing Initiatives

• Increased out-of-state visitor engagement in digital and social media marketing initiatives.

• Worked with the Southwest Virginia Museums Group to assist with building the website, logo, and social media pages.

• Assisted Mount Rogers Regional Partnership with rebranding and development of a website and creation of several Mount Rogers videos.

Cultural Center Initiatives

• Launched LOVE SWVA Concert Series, hosting three concerts during the Summer/Fall of 2022 and sold tickets to visitors from Michigan, Indiana, North Carolina, Tennessee, Virginia, Georgia, Texas, Wisconsin, West Virginia, and Kentucky.

• Increased visitor traffic, bus traffic, and retail record sales at Cultural Center.

• Hosted several artisan events at the Cultural Center.

• Updated and installed a new sound system at Cultural Center.

• Oversaw extensive roof and guttering work at the Cultural Center.

‘Round the Mountain Initiatives

• Saw an 11% increase in membership over the past 12 months.

• Fourteen (14) new artisans juried into the Southwest Virginia Cultural Center.

• Launched a new e-commerce system with over 1,250 artisan items online.

• Experienced an 18% increase in artisan inventory at the Southwest Virginia Cultural Center.

The Crooked Road Initiatives

• The revamped Youth Music Festival & Competition, which saw over 70 competitors and awarded $1,200 in cash prizes

• Brought Commonwealth of Virginia educators to the Center for regional heritage music overview & training

• Re-started the monthly Crooked Road jams after pandemic pauses.

• New performance showcases include educational and heritage music

Throughout this Annual Report, you will find more information about each of the initiatives listed above, along with information about who we are, our organization’s background, an update on additional projects and initiatives, and tourism and economic development data for the entire Southwest Virginia region.

On behalf of the Southwest Virginia Cultural Heritage Foundation and Friends of Southwest Virginia team and Boards of Directors, we are honored to serve our region and the Commonwealth, and we are excited for all that is ahead for Southwest Virginia.

Sincerely,

/s/ Kim Davis
Executive Director