Leaders share ideas, forge vision for outdoor adventure industry at AdventureWorks Summit

On the third floor of Radford University's Kyle Hall, with a view looking out over campus and across the New River to a breathtaking Blue Ridge Mountain backdrop, more than 100 people recently gathered to discuss the many ways outdoor adventure drives economic impact.

Spanning Sept. 8-9, the inaugural AdventureWorks: An Outdoor Economy Summit attracted speakers, panelists and attendees from more than 15 counties throughout Southwest and Southern Virginia, as well as the cities of Radford and Richmond.

Representing a diverse collection of industries - from local, county and state government, to higher education, environmental services, adventure tourism and parks and recreation - participants enjoyed a full slate of activities, with something for everyone.

The first day's agenda offered a leisurely walking tour of Christiansburg Huckleberry Park, a progressive lunch tour of the Roanoke River Greenway and a historic boat ride on Claytor Lake, along with a more rigorous hike to Mill Creek Falls and an exhilarating zipline adventure in Floyd County.

The day wrapped up with a reception at Radford University's Selu Conservancy, at which Radford University President Bret Danilowicz emphasized the importance of collaboration. "One of our opportunities is figuring out how we better connect the work we're doing," he said. "Every community has something distinctive to offer, and we are stronger when we celebrate and promote those assets together. Our communities don't have to compete with one another for the outdoor economy - we can help lift one another up."

The second day provided more sedentary programming, with several speakers and panels focused on different aspects of the adventure economy. In "Find Your Next Adventure -How Universities and Brand Builders Shape Place, Brand, and Opportunity in the Outdoor Economy," Michael Clark, deputy county commissioner for Franklin County, emphasized the need to view outdoor adventure as an economic engine rather than just a collection of jobs.

"We need to leverage skills and expertise to build the outdoor economy and get local governments and universities on board," he said. "We need a tangible student pipeline to outdoor businesses. It's about apprenticeships, internships and the applied experience."

Workforce issues were also top of mind in the panel called "From Operators to Outcomes - Running Outdoor Businesses in the Real World." The workforce needs of smaller businesses can fluctuate widely from three full-time employees year-round to an additional 30 part-time staff in the height of the busy season.

Steve Pike, director of Spearhead Trails in St. Paul, Virginia, noted that young people in the region do not yet see outdoor adventure as an industry where they can build viable, long-term careers. But customer feedback data that his business has gathered indicates the broader impact that customers of small outdoor adventure businesses can have on local economies. He noted that many of his customers travel in from other regions and stay multiple nights, buying local goods and services and looking for other outdoor activities to enjoy while they're in the area. Capitalizing on the potential synergy between outdoor adventure businesses to meet the full range of customer interests is one key to developing a more robust industry that could attract and retain more talent.

A brainchild of Nichole Hair, director of Economic Development and Community Engagement at Radford University, the summit fostered valuable connections between industry players and spurred new ideas for innovation and collaboration.

"AdventureWorks was inspired by my experience in the Virginia Rural Leadership Institute Cohort 2025, where I learned firsthand the power of bringing together diverse leaders around a shared vision for rural Virginia," Hair said. "What began as an idea during those conversations became a reality over the past two days as communities, businesses, educators, economic development professionals and outdoor recreation advocates came together to build new relationships and explore opportunities for collaboration."

Hair noted that the connections made and ideas exchanged during the summit will serve as catalysts for economic growth, talent attraction, community vitality and regional prosperity.

"AdventureWorks demonstrated what is possible when visionary leaders come together to transform a shared idea into collective action for the benefit of rural communities across the commonwealth," she said. "I am excited to see how the partnerships formed through AdventureWorks will continue to shape the future of Virginia's outdoor economy."