Success of the Hatfield McCoy Trails has led to increased interest
in kayaking in the area. Photography by Hatfield McCoy CVB.
Benedum Foundation, One Foundation,
BB&T and Woodforest National Bank
and loan capital from One Foundation,
United Bank and Woodforest National
Bank to support our work in Southern
West Virginia,” says Marten Jenkins, presi-
dent of the NCIF.
Financial and technical assistance will
be available to help with real estate acqui-
sition; development of rental cabins and
lodging facilities; business acquisition or
expansion; business plan development;
accounting assistance; market assess-
ment; equipment financing and working
capital; marketing and branding; hiring
new staff as the market grows; lending;
and energy efficiency.
“The Hatfield McCoy Trail System is
the driving engine for the tourism industry
in the southern counties of West Virginia.
It has allowed new businesses to spring
up in small towns and communities,
casting a ray of hope for economic pros-
perity,” says Debrina Williams, executive
director of the Hatfield McCoy Conven-
tion & Visitors Bureau. “Individuals of all
ages have jumped on the bandwagon to
pursue their dream of starting their own
business, whether that includes opening
lodging accommodations or offering
guided trail tours. The entrepreneurial
spirit has inspired some to start their own
kayak business, allowing folks to enjoy
floating down the Guyandotte River, or
others to search for smooth river glass
to create jewelry. The opportunities are
endless in how creative a person can be.”
Partner in Education
According to Lusk, SWVCTC was a
natural partner in the project, as a com-
munity college’s role has always been to
train community members to contribute
to a stronger economy. Also, community
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WEST VIRGINIA EXECUTIVE
colleges adapt well and offer what their com-
munities need. In this case, it’s entrepreneur-
ial training for tourism-related businesses.
“We’re very excited about the economic
development piece,” he says. “It’s been
the missing link. We’ve grown so quickly,
we’ve not been able to keep up.”
Leading the effort at SWVCTC is
Kristina Oliver, who began her position
in July as the program administrator for the
Entrepreneurship and Business Coaching
Center. Since then, she’s been talking to
existing business owners about their needs;
scoping out opportunities, such as proper-
ties that could be utilized and voids that
must be filled; and rounding up a pool of
experts to help with the many facets of
business development and expansion as
well as maintaining a healthy enterprise.
Oliver’s goal is to increase both tourism
and entrepreneurship in Southern West
Virginia and create a sustainable, tourism-
based economy in a region that’s taken
plenty of economic hits. The center will
be a place to get targeted coaching and
consulting catered to the specific needs of
each type of business, and it will leverage
already existing resources available for
businesses.
“I am reaching out to businesses,
West Virginia small business champions,
economic developers, resource partners
and service providers regarding business
needs, opportunities and challenges,” says
Oliver. “I have much respect and admira-
tion for the great work being done by the
many organizations and entities through-
out West Virginia to help increase small
business success. Our goal is to avoid
duplication and partner as appropriate.”
One of the main goals right now is
simply to raise awareness among West
Virginians about the opportunities avail-
able. For example, there are property
The Hatfield McCoy Trail System has grown to more than 39,000
ATV riders in 16 years. Photography by Hatfield McCoy Trails.
owners near the trail who might consider
becoming an Airbnb host but perhaps are
unfamiliar with the concept of Airbnb, a
company that allows property owners to
lease their space to travelers for a profit.
There are others with ideas who might
not realize the exploding popularity of the
trails, putting their dreams within reach.
Creating Employment Opportunities
One of the primary challenges for the
towns surrounding the trail system is
a lodging shortage, even though more
than 40 lodging-related businesses have
opened near the trail since 2000. Oppor-
tunities also abound for adventure and
arts activities and the businesses needed
to support them.
The need for ATV technicians has grown
as well. Last year, SWVCTC launched a
power sports technology program to teach
students to service, repair and maintain
a variety of power sports equipment like
motorcycles, ATVs, utility task vehicles
and personal watercraft.
“Program graduates are prepared to
be entry-level technicians and most often
work as service technicians, but they may
also find employment as service writers,
parts department person nel and sales
staff,” says Oliver.
The trail has already had a major
economic impact on the area, and there’s
room for more success. According to Lusk,
a recent study indicated that the trail has
generated more than $22 million for the
local economy and supports more than
200 jobs, but so much more is needed for
the trails’ ever-growing fan base.
“This is an opportunity for folks here—
for West Virginians who already have
roots and ties and are here to stay—to
have a sustainable business in a growth
market,” says Lusk.