Foundation outlines 2026 marketing push, workforce training and community arts projects
March 12, 2026 | Southwest Virginia Cultural Heritage Foundation, Boards and Commissions, Executive, Virginia
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Ryan, the marketing lead, gave an update on public relations, content production and website work; Catherine outlined workforce training plans; Erin and Tyler described community programs and events.
Ryan said the foundation is under contract with PBS Appalachia to capture photography and video across the region — 19 counties and 4 cities — and will use the content for new websites for Visit Southwest and related brands. "Once we started this process...this is informing this sort of tour that we're going on over the next 12 months," Ryan said.
On workforce development, Catherine said the foundation received five proposals in response to an RFP and aims to deliver a tiered training program for 400–600 frontline workers with manager‑level training as well as some virtual options.
Erin reported Round The Mountain membership is steady (board conversation cited roughly 235 members and jury membership near 175) and summarized the community mural initiative selecting Wytheville, Pulaski, Big Stone Gap and Galax; finalists are being paid stipends to develop designs, with Galax’s RFP closing in March and muralists expected to be chosen in April.
Tyler highlighted programming tied to the Crooked Road and VA250: the foundation marched in the governor's inaugural parade with about 30 musicians, added six affiliate venues to the network, and finalized plans for a youth fiddlers convention on April 18 in partnership with Virginia Tech.
The board discussed practical barriers to in‑person workforce training and the need to coordinate local lists of frontline employers to ensure attendance.
Next steps: staff will proceed with the photography/videography tour over the next year, evaluate workforce proposals, and return updates on muralist selections and event logistics.
Ryan said the foundation is under contract with PBS Appalachia to capture photography and video across the region — 19 counties and 4 cities — and will use the content for new websites for Visit Southwest and related brands. "Once we started this process...this is informing this sort of tour that we're going on over the next 12 months," Ryan said.
On workforce development, Catherine said the foundation received five proposals in response to an RFP and aims to deliver a tiered training program for 400–600 frontline workers with manager‑level training as well as some virtual options.
Erin reported Round The Mountain membership is steady (board conversation cited roughly 235 members and jury membership near 175) and summarized the community mural initiative selecting Wytheville, Pulaski, Big Stone Gap and Galax; finalists are being paid stipends to develop designs, with Galax’s RFP closing in March and muralists expected to be chosen in April.
Tyler highlighted programming tied to the Crooked Road and VA250: the foundation marched in the governor's inaugural parade with about 30 musicians, added six affiliate venues to the network, and finalized plans for a youth fiddlers convention on April 18 in partnership with Virginia Tech.
The board discussed practical barriers to in‑person workforce training and the need to coordinate local lists of frontline employers to ensure attendance.
Next steps: staff will proceed with the photography/videography tour over the next year, evaluate workforce proposals, and return updates on muralist selections and event logistics.
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