18 Mar Press Release: Friends of Southwest Virginia Selects Destination By Design to Lead Southwest Virginia Creative Economy Assessment and Destination Development Initiative
FOR IMMEDIATE RELEASE
CONTACT:
Ryan Vaughan
Marketing Manager
Friends of Southwest Virginia
rvaughan@myswva.org
Friends of Southwest Virginia Selects
Destination By Design to Lead Southwest Virginia Creative Economy Assessment and Destination Development Initiative
Regional initiative will evaluate Southwest Virginia’s creative assets and develop a 10-year strategy to guide future growth.
ABINGDON, VA (Wednesday, March 18, 2026) – Friends of Southwest Virginia has selected Destination By Design to lead the Southwest Virginia Creative Economy Assessment and Development Initiative, a major regional effort that will evaluate the scope and impact of Southwest Virginia’s creative economy and develop a strategic roadmap to guide destination development and marketing across the region for the next decade.
Destination By Design was selected through a competitive procurement process. A regional selection committee reviewed proposals and recommended the firm based on its experience in community development, cultural planning, and destination strategy.
Destination By Design will lead the project in partnership with Headwaters Economics, a nationally recognized nonprofit research organization that specializes in economic analysis and community development in rural regions.
The initiative will evaluate the region’s creative assets and provide new tools to support long-term economic growth across Southwest Virginia’s 19 counties and four independent cities. The project will include comprehensive asset mapping, economic analysis, stakeholder engagement, the development of an interactive Creative Economy Dashboard, and the creation of a 10-year strategic roadmap.
Together, these tools will help regional leaders, communities, and partners better understand the impact of the creative economy while providing actionable insights to guide future investment, destination development, and marketing initiatives.
“This is an incredibly exciting moment for Southwest Virginia,” said Kim Davis, Executive Director of Friends of Southwest Virginia. “Our region has not undertaken a comprehensive initiative of this scale in nearly two decades. Through this work, we will gain a deeper understanding of the assets that shape our communities and the role they play in driving economic growth. One of the most exciting outcomes will be the development of a public Creative Economy Dashboard that will allow communities across Southwest Virginia to access data about their local economies, including the impact of arts, culture, tourism, and related industries. Just as important, this process will bring people together. Our team will be hosting conversations in every county and independent city across the region to ensure local voices help shape the strategy. We are energized by the opportunity to work alongside our partners and communities to help guide Southwest Virginia’s growth for the next decade.”
Destination By Design, a nationally recognized planning and design firm based in Boone, North Carolina, specializes in community development, destination strategy, and cultural planning. The firm will lead the assessment and planning process while working closely with regional partners and stakeholders throughout Southwest Virginia.
“Southwest Virginia’s creative economy thrives because of the incredible talent and entrepreneurial spirit of its artists, musicians, makers, outdoor enthusiasts, and small businesses,” said Eric Woolridge, President of Destination by Design. “We’re excited to partner again with Friends of Southwest Virginia to help chart a clear path forward that engages and supports these creative leaders to strengthen communities across all 19 counties in the region.”
A key component of this study will be analyzing the economic impact of the creative economy across Southwest Virginia. Headwaters Economics, an organization widely recognized for helping communities understand the economic value of natural, cultural, and recreational assets, is assisting the Destination by Design team in this effort. Headwaters will support the development of data tools that help quantify and communicate the impact of Southwest Virginia’s creative economy.
The project will officially launch this month and will build on the region’s previous creative economy strategy completed nearly two decades ago. The updated strategy will provide a modern, data-driven framework to support sustainable economic growth, strengthen regional collaboration, and guide destination development across Southwest Virginia for the next decade.
Funding for the Southwest Virginia Creative Economy Assessment and Development Initiative is provided by the Appalachian Regional Commission and the Virginia Tobacco Region Revitalization Commission, two organizations that have long supported economic development and community revitalization efforts across Southwest Virginia.