A strategic plan developed with Virginia Tech and its Center for Economic and Community Engagement is already paying off for Spearhead Trails, the sprawling outdoor recreation system in far Southwest Virginia.

Just a year after the plan’s completion in June 2024, the Southwest Regional Recreation Authority, which launched Spearhead Trails in 2012, has seen a 50 percent increase in sales of trail permits and merchandise as well as a 200 percent growth in website traffic.

Winding through the rugged beauty of the Appalachian Mountains, Spearhead Trails connects remote communities — including Grundy, Coeburn, St. Paul, Pocahontas, Haysi, and Pennington Gap — with more than 400 miles of off-highway vehicle, equestrian, mountain biking, and hiking trails. Rooted in resilience, local vision, and strategic partnerships, the trail system took a leap forward with the help of the Center for Economic and Community Engagement, setting a course for sustainable recreation and long-term regional revitalization.

“The plan has given our board a road map to use and helped us make decisions, whether in marketing or trail construction,” said Anthony “Steve” Pike, government affairs director for the Southwest Regional Recreation Authority.

With a renewed sense of purpose and a clear strategy in hand, Spearhead Trails is expanding trail access and amenities, positioning the region as a destination for adventure tourism.

“The momentum around outdoor recreation and active lifestyles has never been stronger. People are actively seeking out unique, adventurous experiences,” said Elli Travis, the center’s associate director for impact and evaluation who led the project with economic development specialists Dylan Andrews and Ashley Posthumus. “The timing was perfect. Spearhead Trails came to us just as interest was surging, and together we were able to reimagine what the trail system could become for the region and its communities.”

The plan included recommendations to increase staff capacity — including hiring an environmental engineer, an emergency management supervisor, and an events and marketing manager — to ensure the trails could support growing visitor numbers without causing erosion or environmental harm. It also called for a comprehensive branding update and improvements to data management and reporting.

Even early implementation has paid off. When Hurricane Helene hit, the Southwest Regional Recreation Authority's new emergency management team was ready. They cut down fallen trees, cleared debris, and worked together to keep the system functioning.

“Our maintenance director and our emergency management director communicated with me hourly to figure out what we needed to close and what we could open,” said Molly Land, the group’s marketing director. “Their ability to prioritize through that chaos is something that makes you feel good about the people you’re working with.”

The Center for Economic and Community Engagement, part of Outreach and International Affairs, helps communities and organizations across Virginia connect with university expertise, think strategically, and plan for growth. The center has worked with a variety of partners to build forward-focused plans, including the Roanoke County Economic Development Department, the Virginia Coalfield Economic Development Authority, and Halifax County.

“This project for Spearhead Trails is an excellent example of how we connect the resources of the university with communities across Virginia,” said John Provo, executive director.

To address sustainability, the center brought in Jeffrey Marion, an adjunct professor in the College of Natural Resources and Environment who specializes in visitor impacts on national parks and forests. Marion rode the trail systems with Chris Sargent, Spearhead Trails’ maintenance supervisor, to assess trail conditions and recommend improvements.

“Spearhead has made strides toward improving trail sustainability,” Marion said. “They moved many trails away from streams, which will mitigate negative impacts on aquatic life. I also held an educational workshop on trail sustainability that was well-attended by Spearhead Trails staff, who were interested and dedicated to improving their trail management capabilities.”

The Southwest Regional Recreation Authority serves Buchanan, Dickenson, Lee, Russell, Scott, Tazewell, and Wise counties and the city of Norton. Additional input for the plan came from Blacksburg-based Aspire Marketing, which developed the strategic marketing plan; Philadelphia-based ConsultEcon, which provided a national perspective; and Friends of Southwest Virginia, the leading creative economy partnership organization in the region. Funding was provided by the Appalachian Regional Commission.

With so many voices involved, Pike said, the center’s ability to guide productive community conversations was invaluable.

“We were able to have conversations with groups of business leaders, tourism experts, and economic developers. It was critical to get as much insight as we could from a broad range of constituents,” he said.

The plan remains a living document, Pike said, with staff referencing it often to track progress and set priorities.

“It’s like the Google Maps we use on our phones — we know it can get us to where we need to go.” 

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