NRG Towns launches, uniting communities across the New River Gorge
PRESS RELEASE:
FAYETTEVILLE, W.Va. – Twelve communities across four southern West Virginia counties have joined forces under a new regional initiative designed to strengthen identity, tourism, and collaboration in the New River Gorge. The program, called NRG Towns, was officially launched September 24th and is the result of months of work that began with just three Fayette County communities: Montgomery, Smithers, and Oak Hill.
Each town originally set out to explore its own branding and wayfinding projects through HubCAP, a program of the West Virginia Community Development Hub. As work progressed, the teams noticed overlap in goals and audiences. “Instead of creating three small projects, they realized they could build something much bigger if they worked together,” said Stacy Henderson, Community Coaching Programs Director at the WV Hub. “They kept inviting more people to the table, it kept growing. That is where NRG Towns was born.”
Momentum increased when the Fayette County Commission provided more than $90,000 in support, allowing the project to expand and coordinate at a regional level. Interest soon spread beyond Fayette County and by launch day, a dozen communities across Fayette, Nicholas, Raleigh, and Summers counties had signed on. The effort did not start from scratch. Over the past several years, local partners have advanced pieces of wayfinding, trail planning, small business support, and visitor outreach. NRG Towns is meant to pull those threads together so the region speaks with a stronger, shared voice.
Project leaders stress that the initiative is not intended to replace or duplicate local work. Instead, it aims to connect and elevate what is already in motion, help communities share tools and vendors, and make it easier for visitors and residents to navigate the Gorge. Alison Ibarra, a local business owner spoke about the work,“Branding and wayfinding are not only about logos and signs. They help people understand where they are, what is nearby, and how places fit together. In rural regions with many small towns, a common visual language can guide travelers from one community to the next, encourage longer stays, and spread spending more evenly.”
NRG Towns partners have developed a regional brand and brand guide for use by communities and organizations. The guide outlines colors, fonts, logo treatments, and sample applications. It is designed so each town can keep its own identity while tying into a larger NRG Towns look and feel. That consistency will eventually carry through gateway signs, trailheads, visitor maps, websites, and social media.
The New River Gorge is already known for climbing, whitewater, and trails. The initiative lines up with that outdoor momentum. Corey Lilly of the WVU Outdoor Economic Development Collaborative noted that the New River Gorge Ride Center is pursuing a Bronze designation
from the International Mountain Bicycling Association. One of the requirements is a unified regional brand. “NRG Towns will help meet that requirement while also showcasing the assets that make this region a world-class outdoor destination,” Lilly said.
A stronger regional frame can also help communities compete for grants, recruit events, and coordinate volunteer days for trail maintenance and river access improvements. Henderson added, “ When communities share a plan and a brand, funders can see how local projects connect to a bigger picture.”
With the brand and guidebook in place, the partners will move from launch to implementation. Near-term steps include:
● Forming a steering committee to keep the work on track and inclusive.
● Aligning regional initiatives in biking, hiking, paddling, and downtown wayfinding so they reinforce one another.
● Creating task teams to carry out specific goals developed by the stakeholders.
NRG Towns borrows lessons from the Mon Forest Towns in eastern West Virginia, where communities formed a similar collaborative around outdoor recreation and place identity. That effort helped local leaders share resources, draw investment, and present a clearer regional story. “This entire process has been exciting, uplifting, and motivating,” Henderson said. “I have seen the success of the Mon Forest Towns and know that NRG Towns will make a great impact. A rising tide raises all ships, and this initiative will help raise the tide for every community in the region.”
By the Numbers
● 12 participating communities at launch
● 4 counties represented: Fayette, Nicholas, Raleigh, Summers
● $90,000+ in county support to seed the effort
● 1 shared brand and guide for communities and partners
The idea is simple. Give people clear, attractive signals that they are in the New River Gorge and encourage them to keep exploring. A visitor who stops for coffee in one town may decide to stay for dinner in another once they understand how close and connected these places are.
Local leaders who helped shape the project say the value lies in cooperation. When towns plan together, they can share costs, learn from one another, and create visitor experiences that knit communities together rather than compete block by block. Residents who attended the launch described the work as both practical and hopeful. Practical because signs, maps, and coordinated messaging are everyday tools. Hopeful because a shared identity can help young people see a future at home, small businesses reach new customers, and newcomers feel welcome. Robert Love, an Oak Hill business owner involved in the initiative stated, “This is the most exciting collaboration we’ve seen in Southern WV! 12 towns across 4 counties coming together in a united vision to share the story of the NRG Towns, their similarities and their uniqueness, their culture and their charms. This is a bold step forward for tourism and for community identity. The work we do together now will help define and shape this region for decades to come!”
The launch marks the beginning, not the end. The partners expect the steering committee and task teams to meet regularly, track progress, and update priorities as opportunities arise. Success will be measured in tangible steps such as installed signs, published maps, trail mileage brought up to standard, and visitation that spreads more evenly across communities. If the model continues to grow, more towns may join, and the shared brand could help frame future efforts in housing, small business development, and public spaces. For now, NRG Towns is focused on the basics that make a place easier to find, easier to navigate, and easier to love.
Getting Involved
NRG Towns leaders stress that the initiative is built on community participation. Residents, organizations, and business owners interested in learning more or joining the effort are encouraged to get involved. Contact: Stacy Henderson, Community Coaching Programs Director, WV Community Development Hub, s.henderson@wvhub.org.
