Market assessment
C OMMUNITY PROFILE
Montgomery and Smithers, West Virginia, often referred to as the “River Cities,” are situated on opposite banks of the Kanawha River, straddling the line between Kanawha and Fayette Counties Despite the separation caused by the river and differing city and county jurisdictions, the 2,450 residents from both sides view themselves as “one community, two municipalities,” showcasing a strong sense of unity.
Nestled in the Upper Kanawha Valley and just under 30 miles from Charleston, the River Cities are situated close to the final navigable point on the Kanawha River This river has served as a crucial transportation route since both colonial and Native American eras.
Founded in 1876, Montgomery developed around a significant ferry port that facilitated river traffic The growth of railroads subsequently boosted the local coal industry, positioning Montgomery as a vital hub for both barge and railroad commerce By the early 1910s, it had evolved into a major shipping center for coal, becoming the largest town in Fayette County.
In the same period, Smithers developed as a coal camp to accommodate workers drawn to the region for employment in the coal mines The City of Smithers was officially incorporated in 1938.
The coal industry played a central role in the River Cities’ growth and prosperity Located in the metaphorical buckle of West Virginia’s coal
Montgomery riverfront (WV Explorer) belt, Smithers and Montgomery sit fully within the United Mine Workers of America (UMWA) District 17 that for decades was the largest in the
United States (City of Smithers,
During the height of the coal and manufacturing era, Montgomery was a major commercial center with stores, a university, a hospital, and a busy shipment center Until recently,
Montgomery was home to the West
Virginia University (WVU) Institute of
Technology (founded in 1895) which provided training in engineering, health professions, print management, and education
Railroads continue to influence the area: Montgomery features a stop on Amtrak’s Cardinal Line, which received a $1.8 million upgrade in 2020 (Great American Stations, 2020)
The Upper Kanawha Valley is experiencing an economic shift as traditional sectors like coal and manufacturing decline Higher education emerged as a key economic driver, but the closure of WVU Tech's Montgomery campus in 2016 led to substantial job losses and transformed the economic landscape of Montgomery and Smithers Currently, BridgeValley Community & Technical College has taken over the former WVU Tech campus, marking a new chapter in the region's educational and economic development.
The Upper Kanawha Valley Strategic Initiatives Council (UKVSIC), spearheaded by the mayors of Smithers and Montgomery, is joining forces with regional partners to create a promising future Recent community planning efforts have highlighted outdoor recreation and trail development as essential focus areas for growth and enhancement.
E XISTING MARKETS : POPULATION CENTERS AND TOURISM DESTINATIONS
From a tourism perspective, the River Cities stand out in terms of their location and connectivity to potential markets
• Nearby population centers: The River Cities are located approximately 27 miles from
Charleston, the capital of West Virginia, is part of a larger metropolitan corridor that extends to Kentucky and Ohio, with over 600,000 residents in the Charleston and Huntington-Ashland areas living within a 90-minute drive of Montgomery and Smithers Key urban centers such as Columbus, Cincinnati, Charlotte, Lexington, and Pittsburgh are located within 250 miles, which is the average trip distance for outdoor enthusiasts.
Smithers is strategically located on essential routes to the famous New River Gorge National Park and the Gauley River National Recreation Area, attracting whitewater enthusiasts and tourists globally Situated just 24 miles from Fayetteville, the hub of New River Gorge tourism, these areas welcomed over 1.3 million visitors in 2019, highlighting their significance as premier national park destinations.
2020) The National Park Service (NPS) estimates that over 75% of these visitors are non-
Downtown Montgomery (Downstream Strategies) local, high-spending visitors who are better educated and more affluent than the local resident base (NPS, 2011)
As of late 2020, the New River
Gorge National River has been officially designated as America’s
The New River Gorge Park and
Preserve Designation Act, passed in
The proposed expansion of the National Park includes a 65,165-acre preserve that will continue to allow hunting and fishing This new boundary extends further north along the river, enhancing tourism opportunities for nearby communities such as Gauley Bridge and the River Cities, with potential for future growth.
Travelers in America and globally often design their vacations to include visits to national parks Experts predict that the New River Gorge, as part of the National Park system, may experience a 20% increase in tourism in the upcoming year This influx of visitors is expected to create new job opportunities and stimulate economic growth in the region.
As a result, the River Cities stand to gain from this designation, which will bring even more tourism traffic to their doorstep
New River Gorge (National Park Service)
Three key transportation corridors link the River Cities to these key markets:
• Road: U.S Route 60, the Midland Trail National Scenic Byway, is a major east-west corridor spanning from Virginia to Ohio
Passing through Smithers, Route 60 offers the most direct route by car between Charleston and Fayetteville, the seat of
New River Gorge tourism It is also heavily traveled by whitewater boaters accessing the Gauley River National
Located less than 30 miles from both Charleston and Fayetteville, the River Cities are positioned at the gateway between urban population centers and the New River Gorge
• Train: Montgomery features a newly renovated stop on Amtrak’s Cardinal Line, which links the
River Cities with major cities including
Philadelphia, New York City, Cincinnati,
Indianapolis, and Chicago Within West
Virginia, the Cardinal Line stretches from
Huntington to White Sulphur Springs and is especially popular during the fall, when travelers enjoy seasonal foliage in the scenic
New River Gorge Nearly 108,000 riders traveled on the Cardinal Line in 2019 (Amtrak,
• River: The Kanawha River is a defining—and uniting—feature of Smithers and Montgomery
The Kanawha River plays a vital role in both commerce and recreation Downstream, it facilitates barge traffic for transporting coal and industrial materials to markets, including Charleston, via the Ohio River Upstream, it is celebrated as a premier sport fishing destination, particularly around Kanawha Falls, a stunning 600-foot-wide waterfall located ten miles above Smithers, near the confluence of the New and Gauley rivers Despite the challenges posed by the falls for boat navigation, the river remains a crucial link between Fayette and surrounding areas.
Kanawha counties, past and present Boats launched below the falls enjoy flat water to
Montgomery and Smithers, providing ideal paddling conditions for canoes, kayaks, and other non-motorized boats
Kanawha River and Smithers (Cavalier)
Montgomery Amtrak station (Downstream Strategies)
According to internal estimates, more than 90% of
Adventures on the Gorge visitors travel to the resort by car (Proctor, 2020) Based on travel routes and interstate corridors, most travelers coming from Kentucky, Ohio, and beyond would use U.S
Interstate 64, which lies approximately 14 miles from
Smithers and Montgomery, to access the New River Gorge
Many coming from the greater
Charleston-Huntington area likely travel on Route 60 through Smithers en route to the Gorge
Given their proximity to existing urban centers and pass-through tourism traffic, Smithers and
Montgomery have an accessible market for potential tourists They simply need to give travelers a reason to stop in the River Cities.
P LANNED OUTDOOR RECREATION DEVELOPMENT
Based on a series of studies conducted by Virginia Polytechnic Institute and State University
Local leaders, along with Virginia Tech and the U.S Environmental Protection Agency, recognize the potential of trail-based outdoor recreation to draw visitors to the River Cities and Upper Kanawha Valley Several significant recreational developments are poised to establish the region as a premier trail center.
• Hatfield-McCoy Trails: The Hatfield-McCoy Trails consist of over 800 miles of trails for all- terrain vehicles (ATVs) and utility task vehicles (UTVs), spanning six counties in southern
West Virginia The Hatfield-McCoy Regional Recreation Authority (HMRRA) is currently planning its first Kanawha County trail system, which will feature a trailhead in Montgomery
As of early 2021, HMRRA is actively inventorying properties for development and has secured the funding needed to construct the Montgomery trail system, pending final approval from the landowner Although the project may take five or more years to complete, it will become one of only two trail areas within the Hatfield-McCoy Trail network.
The River Cities region presents significant opportunities for attracting off-road vehicle (ORV) enthusiasts, including those who drive Jeeps, Hummers, and other 4x4 trucks The area's connection to the popular Hatfield-McCoy Trails and its proximity to the greater Charleston metropolitan area enhances its appeal to motorized trail users.
Travelers currently pass through the River Cities on their way to…
• Vacation at resorts in the Fayetteville area
• Partake in outdoor adventures at the New River Gorge
• Enjoy weekend getaways at scenic short-term vacation rentals
• Peak summer tourism season (Fayetteville/New River Gorge region): June through
• Gauley Season (various locations in the Gauley River NRA): Labor Day through October
• Bridge Day (Fayetteville): one Saturday in mid-October
• New River Gorge train excursions (Amtrak Cardinal Line, Huntington to Hinton): two weekends in October
Hatfield-McCoy Trails (Hatfield-McCoy Trails Instagram)
• Mammoth Preserve: In 2020 the West Virginia Land Trust acquired 5,000 acres along the
The West Virginia Land Trust is working to transform the Mammoth Preserve, located along the Kanawha–Fayette County line east of Mammoth, into a public recreation area Their long-term vision includes developing intentional trails aimed at establishing the site as a premier destination for mountain biking Initial trails are expected to open by 2022, capitalizing on the growing market for mountain bike tourism Successful development of the Mammoth Preserve could position the River Cities as a key destination for mountain biking in southern West Virginia.
• River Cities Trail: Through a series of multi-year community planning processes, the Cities of
Smithers and Montgomery have prioritized trails as a key element of their future development In 2018, the UKVSIC collaborated with consultants to transform this collective vision into a formal master plan for the River Cities Trail, which aims to connect the existing trail systems.
The Cannelton Rails to Trails, Montgomery Mountain-City Trail System, and Marina Trail will create a cohesive network that connects the downtowns of Smithers and Montgomery entirely by trail This development not only enhances the quality of life for current and future residents but also increases accessibility for pedestrians and cyclists, making the communities more appealing to visitors Ultimately, this strategic focus on trail development will enhance the attractiveness of the River Cities for both residents and tourists.
River Cities Trail Plan (GAI)
Smithers and Montgomery are actively working on enhancing riverfront amenities to improve river access in both cities, complementing the existing River Cities Trail.
• Montgomery Fishing Pier and Kayak Launch:
As of January 2021, the City of Montgomery is bidding out construction for the new
Montgomery Fishing Pier and Kayak Launch at the Adams Street Park Located between
Montgomery General Hospital and its nearby elder care facility feature a thoughtfully designed park that is accessible for all age groups The park includes a handicap-accessible fishing pier, allowing seniors and hospital patients to enjoy the scenic riverfront This initiative is funded by the National Park Service's Land and Water program.
Conservation Fund and a match from the City, the project is anticipated for completion within less than a year (Thomas, 2020)
The City of Smithers is redeveloping the former Oakland School site into the Oakland Riverfront Dock, which will serve as the city’s first public river access point This multi-use facility will include a handicap-accessible kayak launch, courtesy dock, splash pad, scenic overlook, basketball court, restrooms, picnic area, informational signage, and off-street parking for food trucks The City has completed a master plan for this exciting new development.
Dock in September 2020, and City officials are now seeking funding for implementation
• The Valley: Recreating the Local Economy of the Upper Kanawha Valley Through Recreation:
Completed in 2021, this master trail plan links the recreation developments listed above with many others (existing and envisioned) throughout the Upper Kanawha Valley (CEC,
M ARKET AUDIENCE AND VISITOR PROFILE
The River Cities' planned trail-oriented developments aim to attract diverse user groups, including motorized trail riders, mountain bikers, river enthusiasts such as boaters and anglers, and hikers By analyzing market data and successful case studies from trail towns nationwide, Smithers and Montgomery can strategically target these key user groups to boost tourism.
The profiles presented, which include estimates on spending and visitation, were created by Downstream Strategies staff through comprehensive research and analysis of market data and relevant case studies, unless specific sources are referenced.
Day visitors encompass a diverse range of individuals from all age groups who engage in various activities, including boating, fishing, biking, and hiking, in a particular area before returning home or traveling elsewhere to spend the night.
Day users represent the largest group of visitors to trail towns, primarily coming from locations within 1–2 hours away Many of these visitors make brief stops in the River Cities while en route to popular destinations like the New River Gorge or the Gauley River, patronizing local restaurants and shops However, as their visits are typically limited to day trips, they spend an average of less than $20 per visit Consequently, despite accounting for the majority of visits to the area, the overall economic impact of day users is significantly lower than that of overnight visitors.
Motorized trail riders are visitors who come to ride off-highway vehicles on trails In the context of
Smithers and Montgomery, many of these riders would be riding Jeeps, Hummers, and other ORVs
The Montgomery area, recognized for its private Jeep trails, could significantly enhance its status as an off-road motorized adventure destination by establishing a connection with the Hatfield-McCoy Trails This link would likely lead to a substantial increase in visibility for the River Cities.
Data from HMRRA reveals that 91% of the 56,000 annual visitors to the trail system are from outside West Virginia, primarily consisting of middle-aged individuals who travel in large groups Approximately 60% of these visitors spend 2–3 days riding per trip, contributing significant revenue to trail towns In 2019, surveyed non-local tourists reported an average expenditure of $1,156 per trip, with 81% indicating they visit the Hatfield-McCoy Trails multiple times each year Therefore, marketing the River Cities as a niche destination for Hatfield-McCoy riders presents a promising opportunity to attract this lucrative demographic.
Mountain bikers are travelers who visit specific locations to experience local trails, with national surveys indicating that this demographic primarily consists of young professionals in their 30s and 40s who possess high disposable incomes On average, these mountain bike enthusiasts embark on two biking trips each year (Barber, 2015) The River Cities are conveniently located within a 250-mile radius of around 7 million mountain bikers from eastern metropolitan areas, who are eager to explore new trails on weekends (Downstream Strategies, 2019).
2 Over 79% of surveyed respondents were between the ages of 35 and 64 (CBER, 2014)
3 More than 63% of surveyed respondents reported a group size of 3–8 riders per visit to the Hatfield-McCoy Trails (CBER, 2020)
The survey does not provide a precise estimate of spending per person per day, as it does not specify the duration of trips or whether expenses were for individuals or families However, based on evaluations of similar off-highway trail destinations nationwide, Downstream Strategies conservatively estimates that typical spending exceeds $200 per rider per day.
The average mountain biking tourist spends $382 per day on a bike trip, which tends to be two or three nights in duration
(Barber, 2015) This number holds true in West Virginia: Surveys from West Virginia mountain bike races and events found attendees spend roughly $387 per trip (Eades and Arbogast,
2019) While they sometimes camp, they often stay in cabins and short-term rentals, and they purchase half of all their meals in higher-end local restaurants (Barber, 2015)
Based on initial planning, the West Virginia Land Trust envisions focusing on beginner to moderate mountain biking trails at the
Mammoth Preserve While West Virginia is renowned for extremely difficult, technical mountain biking trails, analysis by
Downstream Strategies has found that the most successful mountain biking destinations feature trails for all levels of riders
Kayak anglers, who fish from kayaks and engage in organized tournaments, represent a significant and growing segment of tourism in Kanawha and Fayette County With numerous popular tournaments held annually on the New River, targeting kayak anglers could be a strategic opportunity for the River Cities, especially considering their proximity to the renowned trophy waters.
Kayak anglers who stay overnight in the county contribute significantly more to the local economy compared to local fishermen Participants in tournaments span various age groups, predominantly being males over 40, with some bringing their families Many kayak anglers choose to camp at tournament sites, while others opt for rented cabins During their typical two-night stay, they spend an estimated $80 per day on local tackle shops and dining at nearby restaurants.
If the Hatfield-McCoy Trail connection and Mammoth Preserve mountain bike destination are fully developed for tourism, Figure 1 illustrates the expected distribution of trail visitors by user group in the River Cities.
In addition to the primary user groups identified, horseback riders represent a significant potential audience for the Upper Kanawha Valley There is a growing interest in creating dedicated trails for horseback riding in the region However, due to the absence of established plans for these trails at the time of this report, horseback riders were not prioritized as a key user group for the River Cities to focus on.
Mountain biker at Big Bear Lake Trail Center in Preston County (Big Bear Lake Trail Center)
(West Virginia Kayak Anglers Facebook)
Table 1: Average spending and preferences by visitor group
User group Age Locality Dining preference Lodging preference Other spending Est daily spending
100 miles A single meal or coffee N/A
Likely to visit other downtown shops and art, though average spending is minimal
ATV/Off- road riders 35–64 Other states
Riders typically dine out for dinner Non- riding family members may seek additional meals out
70% of Hatfield-McCoy riders stay at high-end cabins or lodges
Campgrounds and hotels/motels are a distant second and third choice
Riders often bring along their family members who seek other shopping and things to do
High preference for upscale coffee shops and local, non- chain restaurants
Documented preference for higher- end camping or short- term rentals with Wi-Fi and other amenities
Likely to visit bike shops, outdoor stores, and other local businesses in the area
Dine out for dinner two nights
Most spend two nights per trip 75% camp, 25% reserve a bunk or cabin
Daily purchases from local tackle shops $80
* Note: While these visitor spending estimates were informed by a number of different sources, they were ultimately based on best professional judgement by Downstream Strategies staff
Figure 1 Projected trail use by user group
Based on the profiles of user groups the River Cities could target for trail-based tourism, Table 2 projects estimated visitor spending across several different scenarios of total visitation
Table 2: Spending scenarios by visitor group
25,000 total visits 50,000 total visits 100,000 total visits
User group User split Daily spending Visits Estimated visitor spending Visits Estimated visitor spending Visits Estimated visitor spending
Tourism infrastructure assessment
L ODGING
• Current lodging venues: Airbnb rentals in Montgomery (1), Boomer (2), and Gauley Bridge
(1); plans underway for a hostel in Montgomery and an RV campground nearby in Deep Water
• What trail tourisms want: full-service campgrounds; short-term rentals, especially cabins and homes
• Business opportunities: high-end campground, home rentals, and cabin rentals
To effectively support a thriving tourism economy, a trail town must offer a sufficient number of lodging options A comparison of various top destinations for mountain bike tourism reveals that these small, rural communities, despite being located in different states, have successfully revitalized their local economies through the promotion of mountain biking.
Table 4: Lodging establishments in top national mountain bike tourism destinations
Est number of annual trail visitors
Hotel, resort, inn, or lodge
Campgrounds Airbnb Description of trail destination
4,000 94,000 18 4 167 100+ miles of singletrack, all on private land
Anniston, AL 22,000 28,000 9 3 104 IMBA Ride Center* destination with
25+ miles of purpose-built singletrack for mountain biking
Harbor, MI 100 20,000+ 12 3 35 IMBA Ride Center destination with
35+ miles of purpose-built singletrack for mountain biking Cuyuna, MN and nearby communities 3,000 185,000 6 8 48 IMBA Ride Center destination with
25+ miles of purpose-built singletrack for mountain biking
Source: Downstream Strategies mountain bike tourism case study research, 2020
* “Ride Centers” are communities designated by the International Mountain Bicycling Association (IMBA) as among the best places in the world to mountain bike
Smithers and Montgomery, with a total population of approximately 2,700, currently offer only one Airbnb rental, highlighting the urgent need for the River Cities to enhance their lodging options to foster a thriving tourism economy.
The River Cities' tourism infrastructure faces a significant challenge due to a lack of adequate lodging options, which is essential for fostering a successful tourism economy Over the past twenty years, the Hatfield-McCoy Regional Recreation Authority (HMRRA) has identified a consistent shortage of accommodations across southern West Virginia, despite ongoing demand for campgrounds, cabins, and home rentals (Lusk, 2017) In light of this pressing need, HMRRA has dedicated efforts in recent years to enhance lodging availability in their trailhead communities.
To sustain a hotel or motel, a steady influx of overnight guests is essential The successful development of planned trail systems in the region is expected to attract a significant number of trail tourists to the Upper area, ultimately boosting local accommodations.
The Kanawha Valley, known as the River Cities, has the potential to support a hotel or motel However, as these cities and their surrounding areas work to establish a tourism economy, they should prioritize less capital-intensive lodging options in the initial stages of development.
The Hatfield-McCoy Trails are expected to significantly boost trail-based tourism, prompting River Cities to prepare for increased demand for essential lodging options The two most sought-after accommodations by riders are campgrounds and short-term rental cabins and lodges, making them crucial for meeting the needs of visitors.
BridgeValley Community & Technical College is set to transform a former women's dormitory from WVU Tech into a hostel, offering dormitory-style accommodations with shared bathrooms for visitors to the area.
Officials from HMRRA highlight that campgrounds are the top priority for most trail towns, as many riders own luxury RVs and campers but face challenges due to the limited availability of campgrounds with full-service hookups This shortage is particularly evident during peak summer weekends when RV campsites are often fully booked weeks or even months in advance.
Campgrounds serve as the premier accommodation choice for mountain bikers, a significant and high-spending segment of outdoor enthusiasts that the River Cities should focus on Many mountain biking tourists arrive with luxury campers and vans designed for outdoor adventures, while others prefer the simplicity of tent camping.
To cater to the evident market demand for premium camping experiences among trail tourists, the River Cities should focus on developing camping facilities that offer full hookups for campers and RVs, which include essential amenities such as electricity, water, sewer, and Wi-Fi access.
There are currently no campgrounds in Smithers or Montgomery; the nearest is the New River
Campground in Gauley Bridge, 11 miles upstream from Smithers As of early 2021, there are plans for a new RV campground six miles upriver in the town of Deep Water
Campgrounds generally demand less infrastructure than conventional hotels, making them more accessible for startups due to lower initial costs They often provide a higher return on investment compared to cabins, as the capital required is significantly reduced To attract a diverse customer base, many campgrounds incorporate various options, including full hookup sites, tent sites, and cabins.
High-end campgrounds in West Virginia offer a stark contrast to traditional primitive camping, catering to modern preferences for conveniences like Wi-Fi, restrooms, and showers While luxury campers may opt for their own facilities, many visitors seek additional amenities for families and group gatherings, such as fire pits, games, and pools Moreover, campgrounds that provide direct access to major trail areas attract overnight visitors looking for outdoor adventures.
Gauley Bridge offers 39 full hookup sites with water, electric, and sewer ($34–40 per site per day) and 13 primitive sites for tents ($26 per site per day)
New River Campgrounds features well-equipped sites with fire rings, grills, and picnic tables, including two handicap-accessible options The campground enjoys high occupancy from Easter through Thanksgiving, despite seasonal fluctuations Visitors can find a year-round bait shop and store offering snacks, beverages, and ice cream Located along the river, the campground provides a boat ramp for kayakers, canoeists, and paddleboarders for a $5 fee Additional amenities include a bathhouse, laundry facilities, and Wi-Fi access, enhancing the overall camping experience.
In planning for a high-end campground, leaders in Montgomery and Smithers should keep the following things in mind:
• Utilities: At a bare minimum, the facility will need to supply electricity for 30-amp and 50- amp hookups, water and adequate sewer or septic service, and Wi-Fi internet access
The ideal campground location should be situated on or connected to the River Cities Trail, with river frontage being a significant advantage This proximity to the river would enhance opportunities for on-site access and recreational activities, making it an attractive destination for visitors.
• Size: RV campgrounds vary widely in size Small-to-mid-sized RV campgrounds generally feature 10 full hookup sites per acre and cover 10 acres total, for roughly 100 sites
(Melendez, 2018) A River Cities campground could start on the small scale with around five acres, ideally in a place where additional, adjacent acreage could be added for later expansion
To maximize economic impact, a River Cities campground should not only focus on the strong market for RV campsites but also diversify its offerings by including tent campsites and possibly cabins.
F OOD AND DINING
• Current food and dining venues: 13 restaurants (some locally owned, though mostly chain fast food restaurants); at least new restaurant is currently underway in Montgomery
• What trail tourisms want: non-chain coffee shops, cafés, restaurants, and craft breweries
• Business opportunities: local restaurant with combined coffee, craft beer, and food offerings
Food and dining are essential amenities in trail towns, catering not only to overnight visitors but also to day visitors, who represent the majority of trail system users According to national survey data, mountain bikers consume about 50% of their meals at local restaurants while traveling, a trend likely applicable to other trail tourists as well Many visitors prepare some meals at their rentals and bring snacks and lunches for longer trails, highlighting the significant role of dining options in enhancing the overall visitor experience.
Fayette County short-term rentals
Fayetteville has experienced a significant surge in demand for short-term vacation rentals, prompting many local residents to purchase homes specifically for the purpose of renting them to visitors.
Given their popularity, the Fayetteville
Convention & Visitors Bureau helps promote these rentals by advertising popular Airbnb listings on its local lodging page
Airbnb offers 150 listings in and around Fayetteville, featuring options from affordable one-bedroom cabins under $100 per night to upscale accommodations for over 10 guests A four-bedroom home in the area could generate over $1,700 monthly, while a modest home for four guests is projected to achieve a 57% occupancy rate With an average daily rate of $186, this could lead to significant rental income for property owners.
In Fayetteville, individuals can earn an average annual income of $38,694 by managing Airbnb rentals, with many locals eager to assist River Cities property owners in establishing their short-term rental businesses Additionally, these residents actively support local dining establishments, contributing to the vibrant community and enhancing their experience of the local culture.
Table 5: Dining establishments in top national mountain bike tourism destinations
Est number of annual trail visitors
Local cafés, bakeries, restaurants, diners
Local brewery Description of trail destination
4,000 94,000 2 0 18 1 100+ miles of singletrack, all on private land
IMBA Ride Center destination with 25+ miles of purpose- built singletrack for mountain biking
IMBA Ride Center destination with 35+ miles of purpose- built singletrack for mountain biking
Cuyuna, MN and nearby communities 3,000 185,000 1 2 11 1
IMBA Ride Center destination with 25+ miles of purpose- built singletrack for mountain biking
Source: Downstream Strategies mountain bike tourism case study research, 2020
By comparison, Smithers and Montgomery, with their combined population of around 2,700, have
As of early 2021, Montgomery features 13 dining establishments, primarily consisting of fast food chains The city has plans for several new restaurant openings, highlighting the importance of food and dining as a crucial sector for tourism development in the River Cities Establishing a robust dining scene is essential for fostering a thriving tourism economy.
Food and dining venues, such as restaurants, cafés, bakeries, diners, food trucks, coffee shops, and bars, play a crucial role in the vibrancy of trail towns, despite the challenges of operating these businesses.
Recognizing the challenges of the industry, the following business opportunities pose strong fits for dining options in small, rural communities
To support a thriving tourism economy, trail towns require a diverse range of food and dining options A comparative analysis of various top mountain bike tourism destinations reveals the number of establishments in these small, rural communities Each of these towns, situated in different states, exemplifies how mountain bike tourism has revitalized their local economies.
The top four dining choices from surveyed mountain bike tourists are 1) burgers, 2) pizza, 3) beer, and 4) Mexican (Barber, 2015)
Modern trail tourists seek upscale dining experiences that reflect local culture Case studies demonstrate that West Virginia restaurants, even in small, less-traveled areas, can creatively provide the elevated food and beverage options desired by these discerning travelers.
Whistle Punk Grill & Taphouse, located in downtown Richwood, West Virginia, has been delighting diners since 2018 with its handcrafted dishes made from locally sourced ingredients This popular restaurant, situated in a town with a population of just 1,888, boasts the most extensive selection of craft beer, cider, and wine in the area, making it a must-visit destination for food and beverage enthusiasts.
The Whistle Punk pays homage to
Richwood’s history in more ways than one
The restaurant, named after the lumberjack who signaled mealtime with a whistle in Richwood’s historic logging camps, is situated in the former Richwood Bakery, which was established in 1923 on Main Street.
Lance and Stacy Raffo bought and renovated the building themselves, with the help of friends and the surrounding community—all without taking out a loan
The Raffos relied on data from the 2018 Richwood Tourism Business Opportunity Assessment by Downstream Strategies, which indicated a consistent flow of non-local visitors traveling through Richwood despite its economic difficulties By offering exceptional food, a diverse beverage selection, and live music, the Whistle Punk has successfully attracted these visitors, transforming into a central hub for community gatherings and supporting Richwood's development initiatives.
• Stone Tower Brews (Buckhannon, WV): Stone Tower Brews is a combined specialty coffee shop, restaurant, and craft beer garden located on Main Street in Buckhannon, West Virginia (population 5,493)
According to James Kane, co-owner of
Stone Tower Brews in Buckhannon and its sister restaurant, Joe N’ Throw in Fairmont, face challenges in sustaining their traditional coffee shop model in a rural area, particularly when operating hours are limited to 7 am to 2 pm while still incurring full rent costs.
Joe N’ Throw, a unique establishment in downtown Fairmont, combines the best of both worlds by offering high-quality coffee and craft beer Founded by entrepreneurs who recognized the shared appreciation for these beverages, the café operates from 8am to 10pm, featuring a full kitchen and a selection of craft beers on tap This innovative concept caters to the growing demand for specialty drinks in small towns, creating a cozy atmosphere for both coffee lovers and craft beer enthusiasts.
Outdoor seating (Whistle Punk Facebook)
Stone Tower Brews (USA Restaurants)
Fairmont restaurant proved so successful that the co-owners opened Stone Tower Brews in Buckhannon as a separate restaurant following roughly the same business model
Stone Tower Brews in Buckhannon offers a unique blend of specialty coffee drinks, including their signature Stone Tower Joe roasted in Fairmont, alongside a rotating selection of craft beers and a menu featuring modern dishes made from locally sourced ingredients This innovative combination of high-quality coffee and craft beer has attracted a diverse customer base, allowing the establishment to operate throughout the day Manager Courtney Page highlighted the successful fusion of morning coffee culture and evening beer vibes, stating, “It’s kind of a crazy concept to put together, but it works, and they blend together really well.”
Small towns like Montgomery and Smithers can effectively tap into the tourism market by establishing a versatile venue that caters to various niches, including high-end coffee, craft beer, and unique local cuisine With limited non-chain dining options currently available, such a restaurant could serve as a vital cornerstone for early tourism development in the River Cities By offering a diverse menu, these establishments can attract customers seeking variety in their dining experiences, while also providing a robust business model for owners.
2.2.2 Brick-and-mortar versus mobile offerings
Both Montgomery and Smithers have available buildings that could be repurposed for a restaurant space For example:
R ECREATION - FOCUSED BUSINESSES AND SERVICES
• Current options for outdoor gear and services: one local ATV sales and service business; other options extremely limited
• What trail tourisms want: Recreation activities on both land and water; outdoor gear shops; gear rental, repair, and shuttle services; guided activities and adventures
• Business opportunities: Combined gear shop with fishing, kayaking, and biking equipment and rentals
Outdoor gear and services in the River Cities are quite limited, with Smithers hosting only one ATV sales and repair shop, FC Auto For anglers, bait can be purchased at Sinker Man Bait Shop in London or New River Campground in Gauley Bridge, while the nearest Walmart in Dickinson provides a more extensive selection of outdoor gear.
As trail developments progress in the Upper Kanawha Valley, the region's scarcity of outdoor recreation-focused businesses creates a significant market opportunity for the emerging trail economy in the River Cities.
Tourism often drives demand for independent, upscale restaurants in small rural communities; however, local residents may resist these venues, perceiving them as overly expensive or pretentious Pricing plays a crucial role in shaping public perception, as seen in the case of a restaurant offering high-end coffee drinks While tourists may anticipate and appreciate the higher prices associated with premium offerings, locals accustomed to a fifty-cent cup of coffee may find it difficult to accept a four-dollar latte.
Rural venues in West Virginia and beyond are actively fostering inclusivity within their communities by addressing potential conflicts For instance, TipTop Coffee in Thomas offers standard menu prices while providing discounts for local residents Similarly, establishments like Big Timber Brewing Company in Elkins and the Whistle Punk are implementing strategies to engage and support their local populations.
Richwood and similar establishments act as vital community hubs that celebrate local heritage and foster a strong sense of place They strive to create a welcoming atmosphere for both residents and visitors, enhancing community connection and engagement.
2.3.1 Outdoor gear shop with rental service
Outdoor gear shops serve as essential hubs in trail towns, often situated in high-traffic downtown areas or near trail centers and resorts These shops play a crucial role in fostering the local outdoor community, making them a vital part of the town's identity and activity.
Montgomery or Smithers would serve as a great location for an outdoor gear shop
To enhance tourism in the River Cities, establishing a small outdoor gear shop that caters to various activities is essential Independent outdoor stores can thrive in rural communities by focusing on diversification While having a specific market niche is crucial, there are limits to the number of high-end items, like mountain bikes or kayaks, that can be sold monthly Successful shops balance their offerings by selling big-ticket items while also providing valuable services such as gear rentals, repairs, tune-ups, and guided tours, helping them navigate fluctuations in sales.
A River Cities outdoor store is ideally positioned to provide a diverse selection of outdoor gear and clothing, along with fishing equipment Additionally, the shop could feature a small fleet of bikes, kayaks, and paddleboards available for rental or purchase While offering ATVs for rent could be a future consideration, it is advisable for a new business to focus on gradual growth and success before venturing into motorized rentals.
Blackwater Bikes (Davis, West Virginia)
Since its inception in a small Davis apartment in 1982, Blackwater Bikes has established itself as one of West Virginia’s leading bike shops, offering high-quality bikes for sale and rent alongside a full-service bike repair department staffed by expert mechanics The shop serves as a vital community hub, attracting more visitors seeking trail recommendations than the local visitor center, according to owner Rob Stull However, like many businesses in the tourism sector, Blackwater Bikes experiences significant seasonal fluctuations, with sales in July often surpassing those of the entire month of January.
To effectively compete with online giants like Amazon, the business owners recognized the necessity of maintaining low overhead costs while finding ways to offset their building expenses.
They purchased a riverfront lot near their previous downtown rental, funded by a community-focused local bank A new building was constructed to accommodate a bike shop on the main floor and a separate vacation rental in the basement This strategy of diversifying income sources helps the business remain viable during slow sales periods According to Stull, "the vacation rental brings in way more income than the bike shop! And it allows us to keep the shop’s rent affordable." (Stull, 2021)
Blackwater Bikes provides a paid shuttle service for both boaters and bikers, along with guided fishing and mountain biking excursions These services can be subcontracted to local residents looking to earn extra income.
O THER ASPECTS
2.4.1 Arts, cultural activities, and other things to do
• Current options for other shops and things to do: First Friday farmers’ market and Plein Air
Art nights (Smithers); The GRID at BridgeValley (Montgomery); local theater offerings; limited number of shops (including the Christian Family Book Shoppe in Smithers) and stores
• What trail tourisms want: Other shops, arts and cultural activities
• Business opportunities: Expanded opportunities for local food and craft events
While trails are a major draw for visitors, many trail towns discover that tourists are also keen on exploring additional activities For instance, mountain bikers typically spend just under five hours riding each day, leaving ample time to engage with the local attractions (Barber, 2015) In southern West Virginia, Convention and Visitor Bureaus report that Hatfield-McCoy Trail riders often seek more options, especially for non-riding family members Beyond outdoor pursuits, visitors are interested in local shops, arts, and cultural experiences available in the area.
Although shopping and consumer entertainment options in Smithers and Montgomery are limited, the River Cities offer several opportunities that could be further developed.
Prior to the pandemic, Smithers held a monthly farmers' market on the first Friday, complemented by Friday evening Plein Air Art events showcasing local artists and food vendors.
As tourism in the area grows, the demand for specialized repair services for high-end off-road vehicles, mountain bikes, boats, and RVs is expected to rise Businesses that rent outdoor gear must ensure they can effectively repair premium items like ATVs and bikes to maintain their operations and meet customer needs.
Smithers hosts an ATV sales and service business, FC Auto, along with a custom motorcycle detailing venture seeking a physical storefront With advanced manufacturing technology and welding training offered at BridgeValley Community & Technical College, local entrepreneurs can capitalize on the growing demand for specialized repair services in outdoor recreation vehicles and equipment.
• Located on the former WVU Tech campus, BridgeValley now operates a business accelerator and makerspace known as The
The GRID is a creative hub designed for transforming ideas into art, innovative business ventures, and inventions, while also serving as a community gathering spot for artists It provides access to equipment for small-scale industrial manufacturing and craft brewing, available through a $20 day pass or a $150 monthly membership Additionally, the GRID hosts a variety of workshops covering diverse topics such as painting, jewelry making, silk screen printing, sewing, homebrewing, distillation, cider making, woodworking, ceramics, and metalworking.
The River Cities have become a vibrant hub for local artists, showcasing significant developments in the arts The Montgomery Arts Group, a collective of skilled crafters, musicians, and performers, actively contributes to the community with hand-painted seasonal banners adorning downtown streetlights Their collaboration with schools, local artists, and property owners has led to an expansion of murals throughout the area Additionally, independent artists in Montgomery offer children's art classes and participate in weekly summer street festivals in Smithers, further enriching the local arts scene.
• Additionally, a local community theater group produced more than two dozen free live theater performances in the past three years with the support of Smithers and
The theater initiative in Montgomery features performances by professional actors from the esteemed Oregon Shakespeare Festival, catering to both public audiences and schools Additionally, it has partnered with GRID to present engaging shows and is working alongside Smithers to renovate a stage in the former elementary school, which now serves as the Gateway, the new cultural hub.
Smithers’ city hall and community center with several commercial tenants
• The City of Montgomery has plans underway to transform the Neal D Baisi Athletic
Center, the former collegiate gymnasium for WVU Tech, into a full-scale gym
Pop-up markets like The GRID are an excellent way to enhance the tourist experience by providing diverse shopping options, events, and activities These markets cater to various tastes and preferences, ensuring visitors have plenty to explore Additionally, they allow vendors to gradually grow their businesses by building a loyal customer base among market attendees.
Local artist Chuck Nunley working on mural at the former Nunnery's
The GRID in Montgomery is offering storefront rentals to establish a permanent presence, which provides a solid foundation for local leaders to enhance business development Events like the Smithers farmers' market and Plein Air Art gatherings serve as excellent starting points for fostering downtown activity and facilitating gradual expansion of local businesses.
Montgomery and Smithers are home to several vacant buildings, with 14 assessed under Fayette County’s EPA Brownfields Assessment project Notably, many of these properties, especially the commercial storefronts along Michigan Avenue in Smithers, are in prominent locations and should be prioritized for attracting potential businesses or organizations as tenants.
The mayors of Smithers and Montgomery, and the UKVSIC which they guide, are making great strides in matching businesses with available properties in the River Cities For example:
Montgomery has successfully attracted a variety of businesses, including a candy manufacturer, an ammunition manufacturer, and the Mountaineer Challenge Academy The mayor and city council are actively collaborating with local partners to support this growth.
BridgeValley, to redevelop a number of buildings formerly owned by WVU Tech
• Smithers has identified several local entrepreneurs who are eager to own local businesses with a brick-and-mortar presence, including a restaurant and a custom motorcycle detailing business
Local leaders in Smithers and Montgomery possess a deep understanding of downtown redevelopment challenges They should actively engage with aspiring entrepreneurs to match them with available storefronts and promote creative solutions that address the town's building and business development requirements.
The following examples from other communities can lend perspective to these efforts
In many small communities, high rents and absentee landlords hinder the occupancy of downtown storefronts However, local leaders in Buckhannon, West Virginia, have recognized that the benefits of having active, occupied spaces outweigh the focus on rental income By collaborating with property owners, businesses, and organizations, they have successfully filled nearly every storefront on their main street, significantly boosting downtown business activity and fostering a greater sense of community pride This initiative has transformed Buckhannon's downtown into a vibrant business district, highlighting the importance of occupancy for local economic health.
Owners of vacant properties often seek to negotiate reasonable rents to fill their spaces, benefiting both themselves and local entrepreneurs or organizations eager for affordable locations A notable example is the Riffraff Arts Collective in Princeton, which was granted free access to a 2,000-square-foot area in a former department store In return for occupying the space, Riffraff manages the building’s utilities and maintenance, revitalizing an otherwise unused property and enhancing the community's cultural landscape.
Business startup scenarios
B USINESS STARTUP SCENARIO : R ESTAURANT
The following recommendations offer practical guidance for local leaders as they work to fast track tourism development in Smithers and Montgomery
4.1 Educate the greater community about tourism opportunities
The River Cities are poised for significant tourism growth with the upcoming development of trail systems over the next 5 to 10 years As highlighted in Section 1.4, even a small influx of trail visitors could lead to millions in local spending, showcasing the potential economic benefits of these projects.
Tourism is emerging as a new industry for the River Cities, and while the community shows general support, there is a lack of understanding about the potential benefits of trail and tourism development To maximize these opportunities, it is essential to educate local leaders on the significant impact that tourism can have on the area, as outlined in Section 1.3 Community education will serve as a crucial first step in unlocking the full potential of tourism for the River Cities.
City leaders are encouraged to disseminate the findings of this report extensively A public presentation, scheduled for early February 2021 and conducted via videoconference due to the pandemic, will be recorded for future sharing.
The River Cities must focus on establishing a Trail Town Program to enable local businesses to harness the economic advantages of trail and tourism development By implementing the Trail Towns model created by The Progress Fund, these communities can provide targeted support for tourism and trail initiatives, allowing local enterprises to benefit from the expanding trail economy.
The River Cities should initiate the recruitment of enthusiastic volunteers for a Trail Town Committee, tasked with executing the recommendations outlined in this report This committee can collaborate with local mayors and the UKVSIC to secure funding, ultimately enhancing the River Cities Trail Town Program and enabling the hiring of staff to promote local tourism initiatives.
4.3 Create an inventory of investment-ready projects
Local leaders should establish and continuously update an inventory of investment-ready business concepts and projects This list can start with the tourism opportunities identified in Section 3 and be expanded as new prospects emerge A formalized catalog of these projects will enable local leaders and the community to effectively seize funding opportunities.
The River Cities Trail Town Committee can publish or otherwise share the inventory with the greater community, which will also promote a local culture of entrepreneurship and provide clear, tangible
The Progress Fund, a Pennsylvania-based nonprofit, has created an innovative model known as Trail Town Programs These grassroots initiatives focus on community capacity building, enabling towns to effectively utilize their trails to drive economic growth and development.
The successful pilot program at the Great Allegheny Passage, a 150-mile bike trail in southwestern Pennsylvania and Maryland, has inspired numerous communities to adopt this model, resulting in significant benefits For more information and resources, visit trailtowns.org and download the Trail.
Town Guide to learn more about how to start a River Cities Trail Town Program.
Next steps
E DUCATE THE GREATER COMMUNITY ABOUT TOURISM OPPORTUNITIES
The River Cities are poised for significant tourism growth with the upcoming development of trail systems over the next 5–10 years As highlighted in Section 1.4, even a small influx of trail visitors could generate millions in local spending, presenting a lucrative opportunity for the region.
Tourism is emerging as a vital industry for the River Cities, with community support already evident However, many residents are still unaware of the significant benefits that trail and tourism development could bring to the region Consequently, educating local leaders about the tourism opportunities outlined in Section 1.3 is essential, as it will help them understand the transformative impact that these initiatives can have on the area.
City leaders are encouraged to widely disseminate the findings of the report A public presentation, scheduled for early February 2021 and conducted via videoconference due to the pandemic, will be recorded for future sharing.
S TART A T RAIL T OWN P ROGRAM
The River Cities should focus on establishing a Trail Town Program to enable local businesses to leverage economic opportunities from trail and tourism development By adopting the Trail Towns model created by The Progress Fund, communities can customize tourism and trail-related support, allowing local enterprises to benefit from the expanding trail economy.
The River Cities should initiate the recruitment of passionate volunteers for a Trail Town Committee to oversee the implementation of the recommendations outlined in this report This committee can collaborate with local mayors and the UKVSIC to secure funding aimed at expanding the River Cities Trail Town Program, ultimately enabling the hiring of staff to promote local tourism initiatives.
C REATE AN INVENTORY OF INVESTMENT - READY PROJECTS
Local leaders should develop and continually update an inventory of investment-ready business concepts and tourism projects This initial list can include opportunities identified in Section 3 and can grow as new prospects emerge By maintaining a formal catalog of specific projects, local leaders and the community will be better positioned to capitalize on funding opportunities.
The River Cities Trail Town Committee can publish or otherwise share the inventory with the greater community, which will also promote a local culture of entrepreneurship and provide clear, tangible
The Progress Fund, a Pennsylvania-based nonprofit, has created an innovative model known as Trail Town Programs These grassroots initiatives focus on enhancing community capacity and aim to help local areas utilize their trails to drive economic growth.
The successful pilot program at the Great Allegheny Passage, a 150-mile bike trail in southwestern Pennsylvania and Maryland, has inspired numerous communities to adopt this model, yielding significant benefits For more information and resources, visit trailtowns.org to download the Trail.
Discover how to initiate a River Cities Trail Town Program with our comprehensive guide This program empowers community members to collaborate on achieving specific goals while systematically addressing the businesses and projects outlined in the initiative.
Establishing an inventory to serve as a repository for community business ideas is a crucial initial step However, to maximize its usefulness, this inventory must be regularly maintained and updated Therefore, it should be regarded as a dynamic document that requires periodic review and revision to remain relevant.
P AIR TOURISM BUSINESS DEVELOPMENT WITH TRAIL CONSTRUCTION
The downtown areas of Montgomery and Smithers have significant potential to foster thriving tourism businesses, provided that the upcoming trail developments effectively draw non-local visitors to enjoy recreational activities in the Upper Kanawha Valley.
The proposed trail developments in Section 1.3 hold significant promise for enhancing the local tourism industry To maximize this potential, it is essential that local tourism businesses align their growth with the launch of these new trail areas.
To ensure the success of the Hatfield-McCoy Trails’ new Montgomery trail system, it is crucial for Smithers and Montgomery to have key tourism-sector businesses ready for operation by the time the trails open However, the viability of these initial tourism ventures may be compromised without a consistent influx of non-local visitors to the Upper Kanawha Valley.
Therefore, local leaders need to work closely with advocates of the planned trail developments
To enhance tourism in Smithers and Montgomery, it is essential to collaborate closely with organizations like HMRRA and the West Virginia Land Trust This partnership will facilitate the development of lodging, dining, and other tourism-related venues that align with the nearby trails, ensuring that these facilities complement the outdoor experiences offered in the area.
As trail systems expand and gain national recognition, local leaders should prepare for a gradual increase in tourism traffic over time.
As a result, local leaders should embrace scalable tourism efforts that can start small and continue to build additional venues as trail visitation grows over time
River Cities leaders must prioritize the advancement of the River Cities Trail, focusing on the development of signage and additional wayfinding features As of early 2021, the UKVSIC is actively pursuing funding to support the implementation of the trail.
I DENTIFY AND RECRUIT ENTREPRENEURS
Successfully pursuing the business opportunities outlined in this report relies on finding motivated entrepreneurs who are capable of bringing these ideas to life Therefore, local leaders can play a crucial role in realizing these essential businesses by actively identifying and supporting potential entrepreneurs in their community.
To kickstart their business journey, individuals should engage in networking within their local community to connect with residents interested in entrepreneurship This outreach can also uncover former locals who have relocated for other opportunities but may be keen on returning to establish a new business venture.
As of early 2021, the mayors of Montgomery and Smithers have effectively identified individuals eager to launch various businesses, including restaurants, motorcycle detailing services, and expanding ATV dealerships To enhance this initiative, it is essential for these leaders to collaborate with the Trail Towns Committee to maintain and share a comprehensive list of all interested potential businesses.
R ECRUIT OUTSIDE ENTREPRENEURS TO THE R IVER C ITIES
Local leaders should not only focus on residents as potential entrepreneurs but also consider attracting individuals from outside the area The River Cities and West Virginia offer attractive investment opportunities, particularly for entrepreneurs from higher-cost states, due to affordable real estate and a reasonable cost of living Many West Virginia entrepreneurs highlight the state's affordability as a key advantage, with Stacy Raffo from Richwood noting that "you can afford to fail in West Virginia," as the costs of starting a business are significantly lower compared to other states.
To attract potential entrepreneurs and businesses interested in relocating, local leaders must effectively promote the River Cities as a prime investment opportunity.
As visitors from other states flock to the area, businesses can thrive organically A prime example is the Blue Goose Inn and Restaurant in Matewan, a key location along the Hatfield-McCoy trail, which was established by an out-of-state rider who recognized the area's potential and decided to relocate and start a business there (Gillespie, 2020).
Local leaders can enhance their proactive efforts by seeking news coverage through advertisements, articles, or feature stories with major media outlets and organizational networks, both statewide and beyond, including travel and tourism associations For instance, to attract a proprietor for a potential RV campground, placing ads in publications or newsletters from RV industry associations, such as the National Association of RV Parks and Campgrounds or the RV Industry Association, can provide significant visibility and exposure.
One of the best ways to find local entrepreneurs is by looking for individuals who have already taken some initiative and demonstrated interest in a given field
For example, the founder of Joe N’ Throw (Fairmont), the sister restaurant to Stone Tower
Brews (Buckhannon), started out roasting coffee and selling it at a local farmers’ market One day a customer, impressed with the coffee, struck up a conversation with the coffee roaster
From that encounter, a partnership was formed: The customer became an investor and helped the coffee roaster start Joe N’ Throw as a brick-and-mortar coffee shop/restaurant in downtown Fairmont
James Kane, co-owner of Joe N’ Throw, emphasizes the importance of recognizing individuals who demonstrate a genuine interest in entrepreneurship, such as local market vendors or those launching food trucks and small businesses His experience suggests that these aspiring entrepreneurs, having already taken the first step towards business ownership, are often well-suited to transition into establishing a physical retail presence.
C ONTINUE DOWNTOWN REDEVELOPMENT PROGRESS
As referenced in Section 2.4.2, the downtown areas of Smithers and Montgomery have a number of buildings that could be redeveloped to ultimately house new tourism industry ventures
Local leaders are making significant progress in strategic downtown redevelopment, with the formation of the UKVSIC aimed at catalyzing efforts in Smithers, Montgomery, and surrounding areas The River Cities have achieved notable advancements across several key initiatives.
• The mayors of Montgomery and Smithers have worked with the Northern West Virginia
Brownfields Assistance Center to conduct a BAD Buildings survey of blighted and dilapidated properties
In collaboration with the Fayette County Commission and Resource Coordinator’s Office, Smithers and Montgomery are central to Fayette County’s 2018 EPA Brownfields Assessment Grant, which facilitated the development of this report This grant enabled the communities to prioritize properties in both cities for redevelopment, resulting in the completion of Environmental Site Assessments (ESAs) for 17 properties Additionally, an Environmental Assessment was conducted for the site that now features Montgomery’s park and public fishing pier.
• The two cities have jointly hired a code enforcement officer to help move forward in addressing neglected properties
The City of Montgomery is actively acquiring and condemning blighted buildings owned by absentee landowners, with plans for demolition Several properties on Ferry Street, located between 3rd and 4th Streets near the Amtrak station, have already been acquired Once these lots are cleared, they are intended to be transformed into a vibrant community space for live music and events.
These actions represent significant achievements and have set the River Cities on a positive trajectory for downtown redevelopment and revitalization
As they continue building upon this redevelopment progress, local leaders can use the findings of this report to concurrently advance tourism development objectives
To support aspiring entrepreneurs, local leaders can play a crucial role in helping them identify and select suitable locations for their businesses By providing guidance and resources, these leaders can facilitate the process, ensuring that entrepreneurs make informed decisions about their business locations.
The completion of environmental due diligence through the 2018 EPA Brownfields Assessment Grant has led to reuse and redevelopment opportunities in both communities:
• Both Montgomery and Smithers were able to move their town halls into buildings following completion of Phase I ESAs
• One assessed property is currently being redeveloped into corporate headquarters and materials storage for an ammunitions manufacturing company
• Phase I ESAs will facilitate the transfer of two properties from WVU Institute of
Technology to the City of Montgomery for use as a community center and as office and living space with a waiting tenant
• The assessed Oakland School property in Smithers was awarded an EPA Small
Communities Technical Assistance Grant, administered by West Virginia Department of Environmental Protection, for redevelopment planning A master plan to redevelop the property into a riverside park has been completed
1 Identify properties that would be a good fit with their business concept City leaders can help steer interested entrepreneurs to properties that have been prioritized for redevelopment This helps the entrepreneur find a space that will meet their business needs, and it helps the greater community by putting vacant properties to good use
2 Make introductions with the existing owners In the case of properties owned by absentee landowners, entrepreneurs may need help tracking down the owners of their desired property
3 Negotiate with or incentivize existing owners to work with small businesses Though cities like Montgomery and Smithers may not have abundant financial resources to offer as incentives, they can leverage the clout and authority of their offices to encourage landowners to sell or rent space to worthy entrepreneurs In the Nelsonville, Ohio example referenced in Section 2.4.3, local leaders convinced landlords on main streets to offer reduced rent to artists willing to renovate the buildings Targeted media coverage can be used to raise awareness and garner public support (as well as unforeseen additional resources) to help encourage otherwise uninterested property owners.
D EVELOP A TOURISM - READY WORKFORCE
Developing a trail system is essential, but communities also require further capacity-building support to achieve lasting economic benefits from land- and water-based trail development.
First-time entrepreneurs in rural areas, such as West Virginia, face significant challenges due to geographic isolation and economic hardship Many lack exposure to successful local businesses and do not have access to experienced mentors, resulting in a limited understanding of essential management, accounting, and marketing principles crucial for launching and sustaining a successful business.
Communities entering the tourism sector often face challenges in establishing a local hospitality industry Therefore, implementing training programs to equip local workers for careers in tourism and hospitality is crucial, especially in regions with emerging tourism economies.
Workforce development for trails and recreation is essential for the River Cities Trail Town Program, and local leaders should explore partnerships with academic institutions to implement hospitality and tourism training in the Upper Kanawha Valley BridgeValley Community and Technical College, already established in Montgomery, presents a viable option Additionally, collaboration with WVU’s Outdoor Economic Development Collaborative and Marshall University’s Department of Sport, Tourism & Hospitality can further enhance workforce initiatives in the region.
9 https://provost.wvu.edu/centers-institutes/oedc
10 https://www.marshall.edu/sports/
The River Cities can draw inspiration from southeastern Ohio communities near the Baileys Trail System, a proposed mountain bike trail network aimed at boosting tourism in the Athens area Recently, two nonprofit organizations have started offering workforce development programs focused on trail-based tourism, enhancing local employment opportunities.
• Rural Action has provided training sessions for local residents near the Baileys Trail System on how to run successful short-term rentals using Airbnb and other platforms
• The Appalachian Center for Economic Networks (ACEnet) plans to provide “pop-up offices” in trail towns where they will host workshops and provide assistance to residents developing business plans
Leaders are collaborating with the Appalachian Conservation Corps to establish temporary trail-building jobs that provide skill development and certifications, such as chainsaw operation Additionally, they have obtained funding to support Athens High School in placing 12 paid interns annually in various local organizations, aiming to expose youth to promising career opportunities in the region.
C OORDINATE MARKETING EFFORTS WITH LOCAL BUSINESSES AND TRAIL AREAS
Effective marketing will be crucial for the survival and growth of tourism businesses in Smithers and Montgomery As emphasized by Stacy Raffo, a business owner in Richwood, it is essential to raise awareness about your business to attract pass-through traffic Raffo noted the importance of captivating potential customers from across the state to encourage them to visit Richwood Successful hospitality entrepreneurs in West Virginia, like Raffo, depend on consistent marketing efforts, especially through social media, to build and sustain a loyal customer base.
To boost local businesses and promote trail areas, leaders in Montgomery and Smithers should collaborate with organizations like HMRRA and the West Virginia Land Trust By assessing marketing needs and strategizing together, they can enhance the overall marketing efforts for trails in the region, ultimately benefiting the local economy and community engagement.
Local businesses provide valuable on-the-job training opportunities, exemplified by Water Stone Outdoors in Fayetteville, which prioritizes hiring local youth for positions in their outdoor shop (Kistler, 2020).
Research by Downstream Strategies highlights that the primary challenge for tourism businesses in West Virginia is the difficulty in finding dependable workers This issue is compounded by the fact that many young West Virginians are leaving the state in search of more engaging and fulfilling job opportunities.
Generation West Virginia established the Impact West Virginia Fellowship program to attract and retain top young talent dedicated to improving the state’s future This initiative places fellows with participating businesses or nonprofits that provide a fixed salary for one year Fellows work four days a week at their host organization and dedicate Fridays to supporting local nonprofits For more details, visit weimpactwv.org.
Programs like the Impact West Virginia Fellowship present a promising (and cost-effective) opportunity to match the best and the brightest with engaging careers in the River Cities
Local leaders must remain informed about the development of a regional trail network, as the Mountain State Trail Alliance is actively working to create a regional recreation authority for non-motorized trails spanning Kanawha, Fayette, and surrounding counties This initiative has the potential to significantly enhance trail-based tourism in the area.
I NITIATE PUBLIC POLICY CHANGES
Montgomery and Smithers' mayors and city councils are proactively developing policies to foster new business growth, especially in tourism They are implementing effective strategies, including providing B&O tax breaks for new enterprises and collaborating with entrepreneurs to bring their business ideas to fruition.
In 2019, Montgomery and Smithers implemented new city-wide comprehensive plans, and by early 2021, both cities are actively working on overhauling their zoning ordinances The updated ordinances, developed by the Land Use and Sustainable Development Law Clinic at WVU, aim to tackle crucial issues for tourism-sector business development, such as short-term rentals, bicycle and pedestrian infrastructure, and overall business growth.
After updating zoning ordinances, cities should create brochures to assist entrepreneurs in navigating regulations for new businesses, including short-term rentals, retail stores, and restaurants By providing clear and accessible information, these materials can foster business development and ensure that tourism-sector ventures comply with local rules.
Montgomery is preparing to introduce ordinances permitting ATVs on city streets, a change that is already on the city's agenda This initiative is expected to be implemented in the coming years alongside the development of the Hatfield-McCoy trail.
L EVERAGE INVESTMENT AND RESOURCES
The River Cities have two primary options for leveraging investment and financial resources: assisting entrepreneurs in securing loans and support, or seeking funding to redevelop properties for sale or rent to these entrepreneurs The following resources will aid the River Cities in achieving both objectives.
In 2019, Governor Justice enacted Senate Bill (SB) 317, enabling three or more adjacent counties to form a multi-county trail authority for non-motorized trail networks This legislation provides liability protection for landowners with established trails on their property, encouraging them to support trail development by alleviating concerns over trespassing visitors As a result, private landowners are more inclined to participate in creating recreational opportunities on their land.
Current efforts by the Mountain State Trail Alliance seek to establish such an authority in
The support and involvement of Nicholas, Fayette, Greenbrier, Raleigh, Summers, Kanawha, and Webster counties in establishing a regional authority could significantly accelerate its formation As the planned trail developments in the Upper Kanawha Valley progress, local leaders are poised to play a crucial role in this initiative.
Smithers and Montgomery will want to be integrally involved in any future regional trail network authorities that would impact trail and tourism developments in the area
Many resources are available for entrepreneurs interested in starting small businesses in West Virginia
The Upper Kanawha Business Assistance Program (UKAN), sponsored by the Kanawha County Commission, aims to promote small business startup and growth in the region This initiative provides forgivable loans of up to $10,000 to businesses with 25 or fewer employees, covering essential capital needs such as renovation, signage, equipment, supplies, inventory, and working capital While the program primarily targets enterprises within Kanawha County, businesses in Montgomery and Smithers located in Fayette County can also apply.
The U.S Small Business Administration’s West Virginia District Office in Clarksburg offers essential support to individuals in the small business community, including financial, procurement, management, and technical assistance They provide valuable training and counseling for starting or expanding businesses, help lenders secure SBA loans for their clients, and offer guidance on how small businesses can engage with the federal government.
The West Virginia Small Business Development Center (SBDC) is a comprehensive statewide resource that supports small businesses across all 55 counties, assisting them from the initial concept phase to established operations SBDC offers vital training in business planning, development, and financing, while also providing essential guidance on legal requirements such as licensing, taxes, and employee hiring Additionally, SBDC evaluates business ideas for feasibility and potential success, and offers hands-on support in securing loans With business coaches located in Charleston and Summersville, SBDC regularly conducts training and workshops in various locations to empower entrepreneurs throughout West Virginia.
The West Virginia State University Community & Economic Development Program provides essential support through extension agents dedicated to community revitalization and economic growth Focusing on small business development, particularly in the artisan and creative economy sectors, the program offers a range of services including incubation, mentoring, access to capital, entrepreneur training, and marketing strategies Additionally, it provides business plan assessments and collaborative development counseling to aid in business retention and expansion efforts.
The New River Gorge Regional Development Authority (NRGRDA) provides comprehensive support for small businesses, including assistance with financing, labor resources, environmental permitting, zoning, and taxation Additionally, NRGRDA offers free business coaching and manages revolving and micro-loan programs to foster local entrepreneurship.
The West Virginia Hive Network, based in Beckley, West Virginia, serves as a regional business accelerator dedicated to supporting aspiring entrepreneurs It offers essential resources such as mentoring, coaching, and technical assistance, along with various support tools to help business owners succeed.
• The West Virginia Community Development Hub’s Communities of Achievement Program
HubCAP provides essential support for communities aiming to enhance their development initiatives The Hub’s dedicated staff act as coaches, linking communities with vital capacity-building resources to help them realize their goals effectively.
In addition, training and mentoring opportunities specific to hospitality and outdoor recreation industries are recommended
• West Virginia University (WVU) Extension offers a tourism specialist who coordinates the
The WVU Rural Tourism Design Team offers essential research, training, and technical assistance to promote sustainable rural tourism development across West Virginia Collaborating with experts in Recreation, Parks, and Tourism Resources, as well as Landscape Architecture, the team aims to enhance the state's tourism potential while preserving its natural and cultural resources.
WVU's Graphic Design and Public Administration programs, along with other departments, offer specialized knowledge and skills aimed at fostering a sustainable tourism economy in West Virginia.
• West Virginia Welcome, designed by the West Virginia Hospitality Education and Training
Program, is a collaboration between WVU’s Hospitality and Tourism Program, West Virginia Department of Education’s HEAT program, the West Virginia Hospitality and Travel
Association, and the WVU Extension Service The program offers introductory courses on hospitality, available as a 45-minute online video course and through two-hour classroom- style trainings (WVU Extension, 2020)
There are several recurring federal programs that should be on the River Cities’ radar:
The Abandoned Mine Lands (AML) Pilot Program offers federal grants for economic development projects near abandoned coal mines, managed locally by the West Virginia Department of Environmental Protection In 2020, the Justice administration allocated $25 million for these projects, with an additional $25 million anticipated for 2021.
• POWER Grants: The Appalachian Regional Commission’s Partnerships for Opportunity and
The Workforce and Economic Revitalization (POWER) Initiative aims to direct federal resources to assist communities and regions impacted by job losses in coal mining, coal power plants, and related supply chain industries, driven by the evolving economics of America's energy production In 2020, the Appalachian Regional Commission unveiled this initiative to support affected areas.
$43.3 million of funding for 51 projects to support economic diversification in Appalachia’s coal-impacted communities Additional funding for POWER is expected to be allocated in
The U.S Department of Agriculture (USDA) offers a variety of grant and loan programs that support community revitalization and trail initiatives, notably the Community Facilities Direct Loan & Grant Program and the Rural Business Development Grant Program.
• U.S Economic Development Administration (EDA) CARES Grants: The Economic
Development Administration published an Addendum to its Fiscal Year 2020 Public Works and Economic Adjustment Assistance Notice of Funding Opportunity, making an additional
Checklist
IMPLEMENTATION CHECKLIST | RIVER CITIES REDEVELOPMENT ROADMAP
Share the tourism development plan
Present the findings of this study to local leaders
Make the presentation publicly available online
Start a volunteer group of individuals who are interested in moving the River Cities’ tourism development forward
Hold regular meetings to work toward accomplishing the items on this checklist
Seek grant funding to turn this volunteer group into a formal program with paid staff
Begin crafting a brand for the River Cities and develop initial plans for necessary marketing
Create an inventory of investment-ready projects
Use the opportunities presented in this plan as a starting point
Pair tourism development with trail construction
Stay in close dialogue with HMRRA and the West Virginia Land Trust on the development of the Hatfield- McCoy Montgomery trail system and the Mammoth Preserve
Develop a timeline for Hatfield-McCoy and Mammoth Preserve trail development and prioritize starting key tourism-sector businesses (and installing wayfinding amenities) to coincide with trail openings
Continue moving forward with the implementation of the River Cities Trail and plan for signage and ancillary wayfinding amenities
Identify local residents who have already started small businesses (e.g., a bakery truck, a booth at a farmers’ market, an ATV repair shop, etc.) that could expand into a brick-and-mortar space
Identify local residents who might be interested in starting a business
Recruit outside entrepreneurs to the River Cities
Contact news outlets across West Virginia and beyond to seek media coverage on River Cities business opportunities
Contact industry associations specializing in relevant tourism sectors (e.g., RVs, campgrounds, restaurants, outdoor gear, ATVs, etc.) to place ads and showcase River Cities opportunities
Identify properties that would be a good fit for tourism-sector businesses
Connect existing building owners with interested entrepreneurs
Negotiate with or incentivize existing owners to work with small businesses
Pursue media coverage about particular buildings that could be repurposed to house new businesses
Collaborate with BridgeValley and various academic institutions to create specialized programs designed for the tourism and hospitality sector, as well as for machine and gear repair, with a particular emphasis on off-road vehicles, bicycles, and boats.
Look for ways to engage and mentor youth
Leverage resources like Generation West Virginia’s Impact West Virginia Fellowship Program to attract and retain young talent
Coordinate marketing efforts with local businesses and trail areas
Work closely with HMRRA, the West Virginia Land Trust, and other partners to ascertain their marketing needs and evaluate how Smithers and Montgomery can assist in promoting the trails
Continue initiating policies that encourage the creation of new businesses, particularly in the tourism sector
Upon completion of both cities’ zoning ordinance overhaul in 2021, develop brochures to help interested entrepreneurs understand City regulations pertaining to new businesses
Montgomery should be ready to initiate ordinances to allow ATVs on city streets
Help connect interested entrepreneurs with resources and training opportunities needed to develop and manage a successful business
Continue to pursue funding for downtown redevelopment and business creation
Aamot 2017 “Small town, big wheels: How mountain biking saved a Minnesota mining town.”
American Community Survey 2019 Population by Age: Charleston, WV and Huntington-Ashland,
WV-OH-KY Metro Areas https://data.census.gov/cedsci/table?q=charleston- ashland&g10M500US16620,26580&tidSSE2019.K200104&hidePreview=true
Amtrak 2020 Amtrak fact sheet: Cardinal service https://www.amtrak.com/cardinal-train
Barber, Jeff 2015 Mountain Bike Tourism: By the Numbers Published by Singletracks.com Berdine, Ashton 2020 Personal communication November 6, 2020
Cain, Damon 2020 “Legislation designates New River Gorge National Park and Preserve.”
Published in Fayette Tribune, December 25, 2020 https://www.fayettetribune.com/news/legislation-designates-new-river-gorge-national-park- and-preserve/article_beffd4c6-46ea-11eb-b111-8f00c205d136.html
Cavalier, Ann 2021 Personal communication January 11, 2021
CBRE Research 2020 Short-term Rentals: A Maturing U.S Market & Its Impact on Traditional
Hotels https://www.cbre.us/research-and-reports/Short-Term-Rentals-A-Maturing-US- Market Its-Impact-on-Traditional-Hotels-January-2020
Center for Business and Economic Research (CBER) 2014 The Economic and Fiscal Impact of the
Hatfield-McCoy Trail System in West Virginia Prepared for the Hatfield-McCoy Regional Recreation Authority July 11, 2014
2020 The Economic and Fiscal Impact of the Hatfield-McCoy Trail System in West
Virginia - 2019 Prepared for the Hatfield-McCoy Regional Recreation Authority March 12,
Christie, Jim 2020 Person communication December 22, 2020
City of Smithers 2020 Oakland Riverfront Park AML Narrative
Civil & Engineering Consultants, Inc (CEC) 2021 The Valley: Recreating the Local Economy of the
Upper Kanawha Valley Through Recreation
Crane, Kristin 2019 “How Much Does It Cost to Open A Restaurant?” Upserve April 10, 2019 https://upserve.com/restaurant-insider/how-much-does-it-cost-to-open-a-restaurant/Create Buckhannon 2019 Focus group session and personal communication with various members June 2019
In 2018, Downstream Strategies conducted a comprehensive Tourism Business Opportunity Assessment for Richwood, aimed at evaluating potential tourism development in the area This assessment was prepared for the Northern West Virginia Brownfields Assistance Center and the West Virginia Community Development Hub, providing valuable insights and recommendations for enhancing tourism in Richwood The full report is available at [Downstream Strategies](https://www.downstreamstrategies.com/sitenew/wp-content/uploads/2018/09/tourism-business-opportunity-assessment_richwood.pdf).
Downstream Strategies 2019 Understanding Mountain Bike Tourism: Strategies and
To enhance mountain bike tourism in Richwood, West Virginia, it is essential to develop a comprehensive strategy that includes improving trail accessibility, promoting local events, and collaborating with regional partners Investing in marketing initiatives that highlight Richwood's unique biking experiences can attract more visitors, while also focusing on sustainable practices to preserve the natural environment Additionally, providing amenities and services tailored for mountain bikers, such as bike rentals and guided tours, will further elevate the area's appeal as a premier biking destination Engaging the community and stakeholders in these efforts will ensure long-term success and growth in the mountain bike tourism sector.
Gillespie, M 2020 “Connecting trails, connecting people, creating history.” http://www.historicmatewan.com/sutterlin
Great American Stations 2020 Montgomery, WV (MNG) https://www.greatamericanstations.com/stations/montgomery-wv-mng/
Ingram, Greg 2021 Personal communication January 22, 2021
International Mountain Bicycling Association (IMBA) 2014 “Cuyuna Lakes Mountain Bike Trails:
System Expansion Concepts.” Prepared for the Minnesota Department of Natural Resources and the Cuyuna Lakes Mountain Bike Crew Released February 2014
Kistler, Gene 2020 Personal communication December 15, 2020
Lambe, W 2008 Small Towns, Big Ideas: Case Studies in Small Town Community Economic
Development Prepared for the Community & Economic Development Program School of Government, University of North Carolina http://www.iog.unc.edu/programs/cednc/stbi/pdfs/stbi_final.pdf
Lusk, J 2017 Executive Director, Hatfield-McCoy Regional Recreation Authority Personal communication October 11, 2017
Melendez, S 2018 How to Build RV Parks Chron https://smallbusiness.chron.com/build-rv-parks-
Midland Trail National Scenic Byway (Midland Trail) 2020 http://www.midlandtrail.com/
Midland Trail 2015 Midland Trail: Montgomery and Smithers http://www.midlandtrail.com/MidlandTrail/media/Midland-Media/Documents/5h- montgomery-gauley-bridge-1.pdf
Readex Research 2019 2019 Industry Trends and Insights Report Prepared for the National
Association of RV Parks and Campgrounds https://www.rvnews.com/wp- content/uploads/2020/01/2019-TrendsandInsights-IndustryReport.pdf
National Park Service (NPS) 2011 New River Gorge National River General Management Plan
National Park Service 2020 “Tourism to National Parks of Southern West Virginia Creates Over $70
Million in Economic Benefits.” Published June 26, 2020 https://www.nps.gov/neri/learn/news/tourism-to-national-parks-of-southern-west-virginia- creates-over-70-million-in-economic-benefits.htm
New River Campgrounds 2020 www.newrivercampground.com
New River Gorge Regional Development Authority, 2017 (NRGRDA) What we do http://nrgrda.org/what-we-do/
I don't know!
On the Line 2021 What is the Average Restaurant Profit Margin? https://pos.toasttab.com/blog/on-the-line/average-restaurant-profit-margin