28 Jan Press Release: Friends of Southwest Virginia Releases 2025 Annual Report
FOR IMMEDIATE RELEASE
CONTACT:
Ryan Vaughan
Marketing Manager
Friends of Southwest Virginia
rvaughan@myswva.org
Friends of Southwest Virginia Releases
2025 Annual Report
Annual report highlights regional leadership and impact across SWVA
ABINGDON, Va. (Wednesday, Jan. 28, 2026) – Friends of Southwest Virginia has released its 2025 Annual Report, highlighting a year of regional leadership and measurable impact across destination marketing, community development, outdoor recreation, and cultural engagement throughout Southwest Virginia.
Serving 19 counties, four cities, and 53 towns, Friends of Southwest Virginia brings communities together around shared strategies that strengthen local economies and position the region as a place to live, work, and visit. Friends works in close partnership with regional and statewide organizations, including The Crooked Road Virginia’s Heritage Music Trail, supports the ‘Round the Mountain Artisan Network, and stewards the Southwest Virginia Cultural Heritage Foundation. The report reflects steady progress across the region and the collective efforts of communities responding to Hurricane Helene and subsequent flooding events in February and July.
“The 2025 Annual Report reflects the strength of regional collaboration and the determination of our communities,” said Kim Davis, Executive Director of Friends of Southwest Virginia, ’Round the Mountain, and the Southwest Virginia Cultural Heritage Foundation. “Throughout 2025, Southwest Virginia continued to move forward through strong partnerships, long-term vision, and shared commitment. As we look ahead to 2026, our focus remains on building momentum, strengthening capacity, and supporting communities across the region.”
The report documents several major milestones achieved in 2025, including the 20th anniversary of the ’Round the Mountain Artisan Network, marking two decades of supporting artisan entrepreneurship and preserving Southwest Virginia’s cultural traditions. Through ’Round the Mountain, the Community Mural Initiative launched in six communities, transforming public spaces into expressions of local pride, heritage, and storytelling.
Friends of Southwest Virginia also supported regional efforts that elevated the region’s music heritage through The Crooked Road Virginia’s Heritage Music Trail, reinforcing Southwest Virginia’s reputation as a destination rooted in authentic cultural experiences. In addition, a partnership with Virginia Main Street supported downtown revitalization efforts in ten Main Street communities, helping local leaders reimagine and reinvest in their downtowns.
The Gateways of Southwest Virginia Outdoor Recreation Planning Initiative was completed in 2025, establishing a coordinated regional framework for outdoor recreation development and investment. Friends of Southwest Virginia also celebrated the groundbreaking of the Big Stone Gap Bike and Skate Park, a long-standing community project reflecting years of collaboration among local and regional partners.
Destination marketing remained a core focus throughout the year. Friends of Southwest Virginia expanded national awareness of the region through targeted public relations efforts, hosted media visits, and launched a new regional photography and videography initiative designed to authentically showcase the landscapes, communities, and experiences that define Southwest Virginia. The Southwest Virginia Cultural Center and Marketplace (Heartwood) continued to serve as a gateway to the region, welcoming visitors from across the United States and abroad while highlighting the artisans, musicians, and stories that shape the region’s identity.
The 2025 Annual Report is available to view online at https://friendsofswva.org/about/annualreport/.