The document summarizes the activities of the Hatfield McCoy Regional Recreation Authority, which manages the Hatfield McCoy ATV trail system in West Virginia. The authority works to diversify the economy through tourism by creating over 1,000 miles of ATV trails. It partners with various local organizations to support entrepreneurship through business development, funding, and marketing. Through these partnerships and a focus on tourism, the trail system has attracted visitors and boosted local economies in the nine counties where it operates.

1. A model for local, state and
regional cooperation to
create mutual success
and benefit for
ALL PARTNERS

2. • Jeffrey T. Lusk, Executive Director of the Hatfield McCoy Regional
Recreation Authority, Chairman of the West Virginia Tourism
Commission.
• The Hatfield McCoy Regional Recreation Authority “Authority” is a
public corporation and an instrumentality of government set up to
manage All Terrain Vehicle Trails (ATV) in 9 Southern West Virginia
Counties.
• The Authority is authorized by state code 20-14 to operate in Boone,
Kanawha, Lincoln, Logan, McDowell, Mingo, Mercer, Wayne and
Wyoming Counties.
Who We Are

3. The Hatfield McCoy Trail System “Trail System” is an economic
development project in Southern West Virginia utilizing tourism to promote
entrepreneurship and job creation. The Trail System is developed and
managed by the Authority.
The purpose of the Authority is to manage the Trail System AND create an
environment for ATV riders to enjoy the trails while supporting
entrepreneurial opportunities for the local communities.
The Authority primarily serves and assists the coal impacted communities
of Southern West Virginia and the Upper Kanawha Valley.
What We Do & WhyWhat We Do & Why

4. Primary Goals
• To diversify the economy of Southern West Virginia
• To provide a positive economic impact within our nine county project
area
• To create a culture of entrepreneurship based around new trail related
businesses
• To provide a SAFE recreational experience for each user of the Hatfield-
McCoy Trails
• To open over 1,000 miles of world-class interconnected trails throughout
Southern West Virginia, creating the Disney World of ATV riding in the
United States.

5. Economic
Development
around the Trails
• Communities connected to the trails have enjoyed a new tourist
economy that did not exist prior to the trails opening
• Riders from all 50 states and 13 foreign countries have visited the trails
• In 2017, 45,297 riders visited the Trail System with over 87% of permits
being sold to non-West Virginia residents
• Communities have re-invented themselves as tourist towns and tourist
areas by developing businesses to accommodate the trail riders

6. Opportunities forOpportunities for
EntrepreneurshipEntrepreneurship
The Trail System provides numerous opportunities for
investments into the local communities by entrepreneurs.
The trail system has had over 40 new lodging businesses
created since its opening in 2001.

7. Why have we been so
successful?
One word:
PARTNERSHPS
We partner in all the following areas:
•Law enforcement
•Private land owners property
•Entrepreneurship development
•Capital access
•Marketing plan development
•Marketing plan funding
•Marketing plan implementation
•State cooperative advertising program

8. • Hatfield-McCoy and the West Virginia Division of Natural
Resources “DNR” set the standard in safety & law
enforcement on the Trails
• Natural Resource Police Officers, whom are graduates of
the West Virginia State Police Academy, patrol each trail
system and enforce all safety and game laws. These
officers are paid for by the Hatfield McCoy Trail System
Law Enforcement PartnershipLaw Enforcement Partnership

9. Land Owner
Partnerships
• 92 License agreements with natural
resource companies and private land
owners
• Over 250,000 acres under agreement
• 100% of land is privately owned
• The public corporation assumes the
liability
• The private owners retain the ability to
develop the natural resources

10. EntrepreneurshipEntrepreneurship
Development PartnershipDevelopment Partnership
• The Authority partnered with SouthernThe Authority partnered with Southern
West Virginia Community andWest Virginia Community and
Technical College “Southern” and theTechnical College “Southern” and the
Appalachian Regional CommissionAppalachian Regional Commission
“ARC” to create the Southern West“ARC” to create the Southern West
Virginia Community and TechnicalVirginia Community and Technical
College Entrepreneurship Center.College Entrepreneurship Center.
• This Center, funded by the AuthorityThis Center, funded by the Authority
and a grant from ARC. is housed inand a grant from ARC. is housed in
Southern and provides training,Southern and provides training,
technical assistance and business plantechnical assistance and business plan
development services to entrepreneursdevelopment services to entrepreneurs
opening businesses surrounding theopening businesses surrounding the
Hatfield McCoy Trails.Hatfield McCoy Trails.

13. Capital Access for
Entrepreneurs
and Business
Partnerships
• The Hatfield McCoy Trails partnered with the Natural Capital
Investment Fund “NCIF” in Shepherdstown, West Virginia to secure
capital from public and private sources for a risk pool of funding to be
loaned to entrepreneurs in Southern West Virginia.
• The fund received over a $1,000,000 in grants from the Appalachian
Regional Commission, Benedum Foundation, One Foundation and
Branch Bank and Trust (BB&T) and is in the process of raising an
additional $3,000,000 in private capital loans to match the grant
funding.
• Private sector funding which has already been committed to
supporting some of this additional $3,000,000 has been provided by
United National Bank and Wood Forest Bank.

16. Marketing PlanMarketing Plan
DevelopmentDevelopment
PartnershipsPartnerships
• The Hatfield McCoy Trails markets based on detailed three to fiveThe Hatfield McCoy Trails markets based on detailed three to five
year spending plans. These plans are developed with theyear spending plans. These plans are developed with the
cooperation of its marketing partners. Partners not only help in thecooperation of its marketing partners. Partners not only help in the
development of the plans but in the implementation of them.development of the plans but in the implementation of them.
• The previous marketing plan titled:The previous marketing plan titled: Hatfield McCoy Trail SystemHatfield McCoy Trail System
Marketing Plan: A Roadmap for SuccessMarketing Plan: A Roadmap for Success had 20 partners,had 20 partners,
mostly with private businesses and was extended an additionalmostly with private businesses and was extended an additional
three years due to its success in increasing trail ridership.three years due to its success in increasing trail ridership.

18. Marketing PlanMarketing Plan
DevelopmentDevelopment
PartnershipsPartnerships
• The Hatfield McCoy Trails is currently implementing its new marketing plan:The Hatfield McCoy Trails is currently implementing its new marketing plan: TheThe
Southern Coal Fields Sustainable Tourism and Entrepreneurship ProgramSouthern Coal Fields Sustainable Tourism and Entrepreneurship Program
Marketing PlanMarketing Plan
• The plan was created in partnership with:The plan was created in partnership with:
• 5 convention and visitor bureaus5 convention and visitor bureaus
• 10 private businesses10 private businesses
• a West Virginia heritage area authoritya West Virginia heritage area authority
• a Virginia trail authoritya Virginia trail authority
• a Virginia Regional Marketing Authoritya Virginia Regional Marketing Authority
• and a Kentucky County Convention and Visitors Bureauand a Kentucky County Convention and Visitors Bureau
• The plan spans all or part of three West Virginia Tourism Regions, ten counties in WestThe plan spans all or part of three West Virginia Tourism Regions, ten counties in West
Virginia, one in Virginia and one in Kentucky. The plan took six months to write andVirginia, one in Virginia and one in Kentucky. The plan took six months to write and
secure capital commitments from all partners.secure capital commitments from all partners.

20. Marketing PlanMarketing Plan
fundingfunding
PartnershipPartnership
• The key to all plans is buy in, if your partners are not participating in payingThe key to all plans is buy in, if your partners are not participating in paying
then they are not truly partners.then they are not truly partners.
• Everyone in the plan has to pay something, every organization has differentEveryone in the plan has to pay something, every organization has different
means so its important that its proportional to all parties ability to pay.means so its important that its proportional to all parties ability to pay.
• Our current plan has funding participation at some level from every entity.Our current plan has funding participation at some level from every entity.
We were also successful in obtaining grant funding for half of the plan cost,We were also successful in obtaining grant funding for half of the plan cost,
we then committed to match every partner dollar with one of our own for thewe then committed to match every partner dollar with one of our own for the
remaining cost.remaining cost.
• The following is a breakdown of those costs and what each partner isThe following is a breakdown of those costs and what each partner is
expected to pay. You have to be specific, partners need to know what theyexpected to pay. You have to be specific, partners need to know what they
are getting and what is expected in the form of payment and when it is due.are getting and what is expected in the form of payment and when it is due.

21. Sample budget
pages, showing
what is to be paid
and whom is to pay it.

22. Sample budget
pages, showing
what is to be paid
and whom is to pay it.

23. Marketing PlanMarketing Plan
implementationimplementation
PartnershipPartnership
• The implementation of the plan is, as it should be, the most importantThe implementation of the plan is, as it should be, the most important
part. An amazing marketing plan that is poorly implemented will yield lesspart. An amazing marketing plan that is poorly implemented will yield less
results than an average plan correctly implemented.results than an average plan correctly implemented.
• It’s also important for partners to know their limitations and to not commitIt’s also important for partners to know their limitations and to not commit
to items they don’t have the ability to deliver.to items they don’t have the ability to deliver.
• The plan implementation should rest primarily on the lead partner. TheThe plan implementation should rest primarily on the lead partner. The
ancillary partners should be looking towards the lead partner to ensureancillary partners should be looking towards the lead partner to ensure
they are meeting critical dates and tasks. The lead partner has to havethey are meeting critical dates and tasks. The lead partner has to have
the capacity and the time to implement the plan and should be ready tothe capacity and the time to implement the plan and should be ready to
pick up the slack in cases that work is not getting done by ancillarypick up the slack in cases that work is not getting done by ancillary
partners.partners.
• Partners need clearly defined tasks, deliverables and cost estimates.Partners need clearly defined tasks, deliverables and cost estimates.
These tasks should be broken down into the smallest unit possible and beThese tasks should be broken down into the smallest unit possible and be
measurable.measurable.

24. Sample of plan
documents, key is
be specific whenever
possible.

25. Sample of plan
documents, key is
be specific whenever
possible.

26. Sample of plan
documents, key is
be specific whenever
possible.

27. New West VirginiaNew West Virginia
Tourism CoopTourism Coop
ProgramProgram
• Regional Partnership opportunities are now possible in every travel region inRegional Partnership opportunities are now possible in every travel region in
West Virginia. The process is now facilitated by the West Virginia TourismWest Virginia. The process is now facilitated by the West Virginia Tourism
Office through the new cooperative advertising program.Office through the new cooperative advertising program.
• Our first partnership purchases were made in the initial round of coop’s. WeOur first partnership purchases were made in the initial round of coop’s. We
included two Convention and Visitors bureaus from two different travel regions inincluded two Convention and Visitors bureaus from two different travel regions in
our buys, we made our wish list and then mutually agreed on what stayed andour buys, we made our wish list and then mutually agreed on what stayed and
what was cut. The ability to match our funding with the CVB’s and our new statewhat was cut. The ability to match our funding with the CVB’s and our new state
partners gave us huge dollar leverage.partners gave us huge dollar leverage.
• The marketing buys have already translated into deliverable products. This firstThe marketing buys have already translated into deliverable products. This first
round we partnered on over $50,000 of purchases. Partners allowed us to takeround we partnered on over $50,000 of purchases. Partners allowed us to take
the lead in making the buys and to invoice them after the buys. So far thethe lead in making the buys and to invoice them after the buys. So far the
process has been seamless. The state has greatly reduced our cost by providingprocess has been seamless. The state has greatly reduced our cost by providing
all the creative content. The creative products being produced by our new stateall the creative content. The creative products being produced by our new state
partner has exceeded our expectations and the quality is fantastic.partner has exceeded our expectations and the quality is fantastic.

28. Initial Partnership list for COOP’s
Hatfield McCoy Trails
Radio Wheeling $300
Radio Parkersburg $350
Harrisburg Radio $2,200
Blue Ridge April $4,350
Roanoke TV $3,200
Harrisburg TV $8,350
Cleveland Radio $3,750
Mercer County CVB
Madden Media - Paid search/SEM $3,600
Retargeting - Gold $7,500
Amplified Storytelling $5,000
Washington Post Digital Cross Platform $2,500
Hatfield McCoy CVB
Blue Ridge Half Page $2,600
Southern Living $2,625
Facebook $1,750
WV Living $2,000
Pandora $5,043
Madden Media
Amplified Story Telling $5,000

29. Partners met, set budgets, picked a lead agency
and committed to an investment with WV Tourism.
Totals:
Hatfield McCoy Trails: $22,500 18%
Mercer County CVB: $18,600 16%
Hatfield McCoy CVB: $19,018 16%
State COOP Portion: $60,118 50%
Overall Marketing Buys: $120,236 100%

30. CoopCoop
Radio SpotRadio Spot

31. CoopCoop
Digital AdDigital Ad

32. Extreme Trails…
Extreme Growth
Marketing
Partnerships Work
Annual Permit Sales Snapshot
Resident Permits Sold
2016 = 5,330
2017 = 6,395
Non Resident Permits Sold
2016 = 34,022
2017 = 38,902
2016 Total Permits Sold = 39,952
2017 Total Permits Sold = 45,297
Growth in 2017
permit sales 15.1%

33. Public Private Project designed
to create a tourist economy and
promote entrepreneurship in
Southern West Virginia

34. Thank You For
Your Time
TrailsHeaven.com