Good Work

The great outdoorsy opportunity

Roanoke Outside Foundation shows off the best of our Roanoke Region and Virginia’s Blue Ridge by “leveraging natural assets to attract investment and talent.” And even as a relatively new kid on the block (okay, it launched in 2013, but has grown so exponentially in seven years, that the draw still feels brand new), people from far away—as well as right here in the Valley—are discovering the best of what our region offers through outdoor recreation.

In mid-August, ROF launched “Project Outside,” a $100,000 fundraising campaign that includes support for key outdoor capital improvement projects, maintenance of outdoor assets, and help for outdoor businesses impacted by COVID. Funding will come from advocacy stakeholders, individuals and corporate contributions (Roanoke Regional Partnership, Anthem, Carilion Clinic, Freedom First Credit Union, Haley Toyota, Hydro Flask, Member One Federal Credit Union, and Orvis have already pledged). See www.roanokeoutside.com/project-outside/ for more information and to get involved.

During the past six months of the COVID-19 pandemic, ROF Director Pete Eshelman says local outdoor recreation areas have experienced upwards of 200% increase in use. “We have to ensure that we don’t love our outdoor assets to death,” Eshelman says. “Parks, rivers, greenways, and public spaces don’t bounce back on their own.” The region needs to invest in these areas and capitalize on our community strength. Furthermore, say Eshelman, our level of attraction for outdoor recreation and the culture we’re creating, “is catching the eye of a new type of employee: the remote worker.”

Roanoke Outside is all about branding and applying measures that will attract businesses to this region that employ folks who enjoy our outdoor amenities. The organization is part of the Roanoke Regional Partnership, and also manages events such as the Blue Ridge Marathon, GO Outside Festival (GO Fest) and Go Cross Cyclocross Race.

Eshelman points at COVID-19 as the greatest economic and health crisis of our time; but then immediately points at “our mountains, greenways, waterways, and trails… [here] lies the great opportunity for the Roanoke Region to gain momentum in economic recovery.” An “outdoorsy place that can draw remote workers, businesses, young talent, and tourists.”

GOOD WORK

Executive Summary:

ROF. Rather than let ROF stand for “rolling on the floor” why not take the fun outdoors and go with Roanoke Outside Foundation?