Mountaineer Trail Network (Brand Strategy) by Destination by Design

BRAND STRATEGY

MOUNTAINEER TRAIL NETWORK

WEST VIRGINIA

THE NEW FRONTIER OF OUTDOOR RECREATION

BRAND IDENTITY

ORGANIZATION

Mountaineer Trail Network Recreation Authority (MTNRA)

BRAND NAME

Mountaineer Trail Network MTN

APPROACH

The MTN name is fitting as this is the universally accepted abbreviation for “mountain,” while also serving as an acronym for Mountaineer Trail Network. MTN = mountain, mountaineer, The Mountain State People love to be immersed in the story of the places they visit. As The Mountain State’s most comprehensive and rapidly growing trail network for non-motorized recreation, the story of the MTN is deeply rooted in the natural and cultural history of the Appalachian Mountains and the many unique and diverse Mountaineers whose wanderings have been imprinted in the trails that traverse our hills.

The MTN brand leverages the mystique of the stories of the mountaineers to beckon visitors to come explore these ancient mountains and discover our adventurous and welcoming spirit.

BRAND GOALS

1. Develop and strengthen relationships with community leaders, stakeholders, funding organizations, and trail advocates.

2. Become one of the leading authorities and informational sources on West

Virginia’s visitor-ready non-motorized outdoor recreation activities and adjacent trail town amenities.

3. Establish West Virginia nationally as a must-visit outdoor recreation destination.

4. Transform West Virginia into a thriving destination for outdoor recreation by promoting trails as a catalyst for economic development.

EXTERNAL BRAND POSITIONING These statements convey the essence of West Virginia’s Mountaineer Trail Network to visitor audiences. With a strategic focus on transforming the image of the modern mountaineer, rugged & remote landscapes, up-and-coming trail towns, and diverse trail offerings, we aim to encourage a venturesome spirit for all ability levels and position the MTN as the premier mountain recreation destination for the East Coast.

West Virginia’s Mountaineer Trail Network invites cyclists and paddlers to forge a new connection with nature, history, and adventure in the heart of the Appalachian mountains.

The MTN represents a new frontier of outdoor

West Virginia’s Mountaineer Trail Network

of some of the most remote mountain terrain

rugged beauty of the Appalachian Mountains.

As the Mountain State’s most diverse multicounty trail network for non-motorized recreation, the MTN offers trail-seekers a captivating journey through historic mountains, where ancient geography and Appalachian culture converge into a tapestry of rich heritage and breathtaking mountain landscapes. West Virginia’s MTN offers a wide variety of remote trail experiences, inviting both seasoned athletes and fledgling recreationists to explore these mountains at their own pace and immerse themselves into the next chapter of West Virginia’s evolving Mountaineer story.

recreation in West Virginia and is the epicenter on the East Coast.

beckons adventurous souls to experience the Whether through an action-packed mountain bike ride or a leisurely river float trip, trail

A celebration of the modern mountaineer,

seekers will find themselves surrounded by

transformed into the trails of today’s outdoor

hollows.

rich Appalachian culture, explore our up-and-

As a unique trail network in The Mountain

spectrum of trail adventures from thrilling to

freedom and adventure. Here, modern-day

where the footpaths of yesteryear have

adventurer. Come immerse yourself in our

ruggedly beautiful hills and remote wooded

coming trail towns, and embark on a full-

State, the MTN embodies the spirit of

relaxing, from water to dirt.

Mountaineers can experience the New Frontier

In the heart of the Mountain State lies an

restoration of lands once mined and logged.

awaiting exploration.

From handcrafted backcountry mountain

outdoor haven full of meandering trails

of Outdoor Recreation being born from the

bike trails to remote stretches of the Cheat River Water Trail, the MTN promises an unforgettable outdoor journey. Storied

landscapes, mountaineer heritage, and upand-coming Appalachian trail towns come

together to offer a breathtaking experience that is undeniably West Virginia.

INTERNAL BRAND POSITIONING These statements convey the purpose and mission of the MTNRA to partners, residents, and stakeholders. With a focus on leveraging the outdoors for economic development, preserving Appalachian heritage, or improving and promoting existing trail infrastructure, we seek to inform, inspire, and galvanize local and statewide support for the organization.

A. By investing in today’s trails and recreation infrastructure, the MTNRA is building a New Frontier of Outdoor Recreation in West Virginia. Help us write a new chapter in the age-old Mountaineer story around outdoor adventure and our shared Appalachian heritage.

Through the operation of the Mountaineer Trail Network, West

inclusion.

The MTNRA exists to champion economic development through outdoor recreation.

The Mountaineer Trail Network Recreation Authority (MTNRA) is

an economic development authority created by the West Virginia Legislature to identify, enhance, and promote outdoor recreation

infrastructure and outdoor economic development within its multicounty region.

In 2024, the MTNRA will launch the Mountaineer Trail Network (MTN) as a collection of the region’s visitor-ready trail destinations for bikes

and boats, with the goal of connecting and unifying local trail networks

Virginia’s most comprehensive trail network for non-motorized

recreation, MTNRA will brand, market, and promote trail areas within its territory, enhancing those featured within the Mountaineer Trail Network and developing additional trail opportunities for future

Our mission is to forge connections across West Virginia and support

local trail efforts by assisting communities in identifying their outdoor

recreation opportunities, collaborating on user-focused enhancements, and promoting these partners through consistent branding, clear signage, and national marketing efforts.

Our ultimate ambition? To position West Virginia as a premier

recreational trail destination in the United States, all while safeguarding our wild and scenic beauty and the Appalachian heritage that defines The Mountain State. With each step we will honor the past while embracing a sustainable future.

through consistent branding, signage, and marketing of these trails

nationally, and to eventually include other recreational activities such as trail running, hiking, and gravel cycling.

INTERNAL BRAND POSITIONING C. The MTNRA is transforming West Virginia into a thriving hub for

outdoor recreation by leveraging trails as a catalyst for economic development.

Outdoor recreation is an increasingly vital part of West Virginia’s

economy, and outdoor recreation participants spend billions of dollars

annually in our state and support a significant number of local jobs. The MTNRA works through dedicated partners in specified hub-areas

to improve local trail infrastructure while helping leverage these local

trail systems as a mechanism to attract new businesses, residents, and visitors.

By strategically investing in trail infrastructure and fostering community engagement around local trails, we aim to enrich the lives of residents and visitors alike through unparalleled outdoor experiences.

Together we strive to create a sustainable, prosperous future where

LANDOWNERS With the cooperation of private landowners, there is opportunity to

provide residents and visitors with access to trail-oriented recreation by incorporating private property into recreational trail systems

throughout West Virginia. Through established legislation, the MTNRA has authorization from the State to enter into contracts that provide liability protection for landowners with recognized trails and nonmotorized recreation on their property.

Any landowner who grants a lease, easement, or license of land to

the MTNRA for recreational purposes is granted special benefits from the State of added legal protection against liability. Under approved

contractual and management agreements, well-managed trail systems may exist on private property without diminishing the landowner’s

interest, control, or profitability in the land and without increasing the landowner’s exposure to legal risk.

the natural beauty of West Virginia flourishes alongside thriving local economies.

PURPOSE INTERNAL • Leveraging outdoor recreation for the betterment of West Virginia’s economy and quality of life. • To leverage trails as a catalyst for economic development.

EXTERNAL • The MTN exists to help trail users experience the best of West Virginia’s outdoor recreation, legendary Appalachian culture, and up-and-coming trail towns. • To inspire the modern Mountaineer in everyone.

PROMISE A diverse collection of the most visitor-ready, non-motorized trail experiences in the region.

ESSENCE The MTN is a call to choose your own adventure, a call to unleash your modern mountaineer, and an invitation to enter the evolving Mountaineer story.

MISSION To identify, enhance, and promote outdoor recreation infrastructure and outdoor economic development within the MTN’s multi-county network. 8

BRAND

IDENTIF Y

ACTIONS

• The MTN will assist communities or trail centers to identify existing trail opportunities or new trail opportunities that could be built or enhanced to be included in the network.

HOW WE DO IT

• The MTN will help with funding searches, access to resources, and administrative assistance.

The MTN has three specific collaborative actions that we offer to our partners and trail users. These are “identify,” “enhance,” and “promote.”

ENHANCE • The MTN will administer legal MOUs (liability protection under WV Code 20-17A) and Project Agreements with New MTN Hub Partners to support the creation of trail hubs for inclusion into the network. • The MTN will inventory trail systems and build out of trail system infrastructure needs, such as signage, kiosks, mapping, change rooms, bathrooms, bike wash stations, and camping accommodations. • The MTN will facilitate networking between organizations and agencies to create maintenance plans, accomplish restoration projects, establish inter-organization agreements, and build communication and collaboration between user groups in a formal setting.

PROMOTE • The MTN will promote new and existing Hub Destinations and their connectivity within the Mountaineer Trail Network through marketing campaigns and direct user experiences. • The MTN will maintain an informational website with consistent updates to incorporate new Hubs into the Network. • Mountaineer Trail Pass and Membership will offer user access to regular newsletters, maintenance opportunities, special events, swag, and events that promote different trail systems in the network. • The MTN will facilitate collaboration for promotion with CVBs, Tourism, and Regional Marketing. • The MTN will support and partner with events by consulting on event structure, offering administrative support, being a vendor, advocating at the state and regional levels, maintaining a regional conference presence, and promoting events. 9

SLOGAN/TAGLINE IDEAS • West Virgina’s Mountaineer Trails • Experience Our Endless Mountains • The New Frontier of Outdoor Recreation • Calling All Adventurous Souls • The Mountains Beckon • Embrace the Call (of the Mountaineer) • Discover the Soul of Appalachia • The East Coast’s Mountain Playground • We are ALL Mountaineers

A call to choose your own adventure, a testament to human resilience, and an invitation to forge a bond with the endless Appalachian mountains.

BRAND

ATTRIBUTES

Wild West Virginia’s natural landscapes are the very essence of wild. From its rushing rivers to its mist-shrouded knobs, the MTN embodies a raw, untamed spirit that beckons those who seek to be closer to nature in its purest form. Adventurous Adventure was never just an activity in West Virginia; it’s always been a way of life. Every trail whispers stories from yesteryear. Natural Crisp mountain air, clear starry nights, and cool mountain rivers. The MTN offers visitors a chance to harmonize with the land in the spirit of a Mountaineer. Undiscovered In an age of information overload and well-trodden tourist paths, West Virginia remains one of the last true frontiers of undiscovered beauty and offers a chance to disconnect. “In the Trees” Blanketed by dense forests, West Virginia is the heart of the Appalachian Mountains, and its lush green landscape sets it apart from most other popular trail destinations in the US.

KEY CONTENT PILLARS Freedom - The True Mountaineer Spirit

Restoration and Reclamation

“Mountaineers are Always Free.” Amidst the vast beauty of our mountains lie the expansive, undisturbed areas that embody a true spirit of freedom. The MTN invites visitors and West Virginia residents to depart from the routine of daily life and rediscover the freedom that only a trail can offer. It is an invitation to discover your West Virginia backyard. Here, freedom is not just a feeling— it’s an immersive experience. With each peddle, paddle, or trek, you’re not just traversing a trail, but rekindling an innate human desire for space, liberty, and unbridled exploration. The MTN offers you the freedom to keep asking what’s around the next bend and to explore trails for every skill level.

The MTN stands as a testament to West Virginia’s spirit of resilience. What was once the realm of mining and extraction is being reimagined and repurposed, signaling a new era of outdoor recreation for the state. These mountains hold a story of transformation from exploitation to recreation, from depletion to rejuvenation. And these ecologically rich mountains, the perennial lifeblood of West Virginia, once again play a pivotal role in this transition.

Adventure The MTN is a call to adventure. Our initial collection of rugged mountain biking areas and water trails have earned West Virginia a well-deserved reputation, marking us as one of the toughest mountain biking and paddling destinations on the East Coast. As we move forward and include more destinations and communities within our network, the MTN must lean into this strength while also opening the door to other skill levels and trail-based activities, such as trail runners, gravel cyclists, and hikers. But the true allure of the MTN lies not just in its challenges, but in its transcendent experiences, such as traversing mist-shrouded mountaintops and navigating fern-covered forests offering views of the endless layered peaks beyond. Feel the exhilaration of paddling remote winding rivers, negotiating challenging crags, surrendering to the gravitational pull of a fast, flowy downhill mountain bike trail, or simply strolling down a trail, wondering what exists around the next turn. Rugged & Remote There’s a unique allure to the West Virginia mountains, as it is the only state ensconced entirely within the 480-million-year-old Appalachian range. As you enter West Virginia, you are greeted by mountains and immersed in a dense blanket of emerald forests. The MTN leans into this secluded, off-the-beatenpath experience, beckoning adventurers to dive deep into the storied trails that literally and figuratively wind through it.

A clear testament to this transformation is the revival of the Cheat River, which once bore the brunt of coal pollution, devoid of aquatic life, but that now teems with life. Additionally, Mountwood was once an oil field so denuded of trees and covered with glowing off-gases that it was called Volcano, today it is a thriving ecosystem that only hints at its industrial past. This resurgence is the fruit of concerted environmental restoration efforts and a commitment to converting lands for recreation. Modern Mountaineer Mindset West Virginia is changing, and with this change comes an opportunity to reframe the story of the Mountaineer, to bring to light forgotten stories pressed into the trails that we use today. West Virginia has long been home to diverse peoples whose narratives have not always been honored. Today’s Mountaineer’s can change that. Today’s Mountaineer does not fit into a box. Today’s Mountaineer is the much like yesterday’s Mountaineer, except today we have the opportunity to tell the story of all Mountaineers, past and present. At the crossroads of tradition and transformation stands the “Modern Mountaineer.” This new-age explorer is characterized by an insatiable curiosity: chasing another river to paddle, seeking the thrill of the next descent, or rallying friends and family to recharge and immerse in the wonder of West Virginia’s wild places. This mindset, rooted in an awe of nature and fueled by adventure, is forging a future where exploration and conservation converge. 12

THE MTN WILL TRANSFORM WEST VIRGINIA INTO A THRIVING DESTINATION FOR OUTDOOR RECREATION BY PROMOTING TRAILS AS A CATALYST FOR ECONOMIC DEVELOPMENT.

STORY THEME IDENTIFICATION

Local Trail Partners & the Outdoor Recreation Community

Visitor Amenities

At the very heart of the Mountaineer Trail Network is a vibrant and

Central to the narrative will be the profiles of the evolving mountain

for their sport, the trails, and the great West Virginia outdoors. Stories

pathways through nature, but gateways to local culture. We’ll dive into

interconnected local community, bound together by a shared passion will serve to celebrate this collective spirit and highlight the groups who are pitching in to build and maintain the trails. Trail Diversity/Hub Areas Each MTN trail hub has its own distinctive character, vibe, and

trail towns that serve each hub area, ensuring the network is not just their histories, evolution, and what amenities they have available to

offer MTN visitors in terms of goods and services, such as breweries and restaurants, recreation outfitters, accommodations, and vibrant community cultures.

personality. Storytelling will be anchored in this diversity, ensuring that

Appalachian Mountaineer Culture

multifaceted experiences the network has to offer.

the trails, but feel the heartbeat of our West Virginia Appalachian

adventurers, both new and seasoned, recognize and resonate with the

The Natural Landscape Far removed from the hustle and routine of daily life lies the heart of

Our storytelling must ensure that visitors don’t just experience

Mountaineer culture. Visitors should understand the connection to

bygone eras when foot trails were first etched into this terrain, and our Appalachian settlers lived close to the land.

the Appalachians. The terrain here is as remote as it is rugged—with

craggy hills and deep valleys sculpted by nature’s endless processes. Generations of Mountaineers past have left their own mark, leaving

behind a previously mined and timbered landscape now characterized by enormous tracts of regrowth forest that offers a true escape with

peaceful forest murmurings and an encompassing scent of deciduous

and evergreen trees. Wild, meandering rivers carve their way through the landscape, flanked by river valleys that are teeming with life and

that bear witness to the age-old Mountaineer lifestyle that continues today.

The unique personality and style of communication the MTN will adopt in its messaging and interactions

BRAND VOICE

with its target audience.

Approachable

Embodying the warmth and welcoming spirit of West Virginia, we strive to be the friendly guide, the neighborly nod, and the open arms to all who come our way. We shun jargon and pretense and instead use language that’s as inviting as a well-trodden path, ensuring that all skill levels and trail user groups feel at home in the network. Passionate

We exude an unwavering passion for West Virginia’s majestic outdoors, and our enthusiasm echoes the deep-rooted love we hold for our state’s natural wonders. We are tireless advocates for the preservation and appreciation of our trails, communicating with the fervor of someone sharing their favorite hidden gem. We will strive to inspire our audience to forge a deeper connection with West Virginia’s landscapes and environment. Insightful

The MTN offers a window into the soul of West Virginia. We’re attuned to the nuances of our terrain, the stories that have shaped our land, and the myriad experiences waiting to be uncovered. Our insights extend beyond the trails, touching on local culture, history, and folklore. We aspire to bring out the depth and richness of West Virginia, painting a fuller, more intricate picture for our audience. Informative

The MTN is a repository of information, from trail specifics to knowledge about local flora and fauna. We pride ourselves on our accuracy, clarity, and a commitment to providing our audience with all they need to navigate our trails safely and enjoyably. Every piece of information is meticulously curated, ensuring that our community is well-prepared and wellinformed for their journey. Collaborative

The MTN is not only a bridge between trails and trail users, but a connector of local stakeholders and the trail communities. Collaboration has long been the fabric holding our communities together, and the MTNRA seeks to continue this. By working with local trail groups, private landowners, government agencies, land trusts, and municipalities, the MTNRA will promote, enhance, and share a communal story that belongs to all West Virginians.

AUDIENCE IDENTIFICATION MOUNTAIN BIKERS/CYCLISTS AND PADDLERS Active Young Professionals & Families • Interested in mountain biking, paddling, and outdoor adventure activities. • Age 25-50 • Living in large urban areas within a three-to-five-hour drive - Washington, DC, Northern Virginia, Pittsburgh, Columbus, Cleveland, Philadelphia, and Richmond. • High income and education Empty Nesters & Early Retirees • Interested in active travel, mountain biking, paddling, and outdoor adventure activities. • Age 50-65 • Living in large urban areas within a three-to-five-hour drive - Washington, DC/northern Virginia, Pittsburgh, Columbus, Cleveland, Philadelphia • High income, education, and expendable time

AU DIE NC E IDE N T IF IC AT ION 1.

C YC LISTS

Couples and small groups of

Families with small children

Individuals, couples and small groups

Families with older children

inexperienced riders traveling

look for areas with stacked

of serious riders look for longer ride

tend to spend more time

to try something new will seek

loops of varying difficulty, so

opportunities that trend intermediate to

riding separately. Parents with

out entry-level areas and rail-

that parents spend time on the

advanced in difficulty. Though they choose

teenagers often want to ride

trails. This group presents the

entry-level trails with their kids

their destinations primarily for the mountain

cross country while their older

main audience for bike rentals

and then break away for a more

biking, riders in these groups may travel with

kids seek out downhill trails

and guide services.

challenging ride on their own.

multiple bikes and will seek out crossover

with jump lines and features.

cycling opportunities (gravel riding, bike

They seek out trail areas with

packing, etc.).

diverse riding and are likely to engage guide services.

PA D D LE R S

Visitors with little-to-no-

Families with their own boats

More than half of all whitewater kayakers

Experienced whitewater

paddling experience look

live within easy driving distance

in recent years are either first-timers or

boaters tend to be dedicated,

for outfitters offering

and seek formal areas such

relatively new to the sport.* Aspiring

long-time boaters who travel

rentals (kayaks, canoes, and

as water trails that have well-

whitewater boaters often enter the sport

long distances to float the

stand-up paddle boards),

established and easy-to-find

through commercial ducky rentals, are

nation’s advanced and iconic

guided trips, and shuttle

river access, on-site and/or

likely to camp, and seek out areas with

whitewater runs. Known for

services, especially when

nearby amenities, and ample

traveling from further away.

signage and information.

intermediate rapids that have easy access for running shuttles. *”2019 Special Report on Paddlesports & Safety.” Outdoor Foundation, 2019

their self-sufficiency, these boaters have their own gear and typically opt for primitive camping.

INTERNAL & EXTERNAL MARKETING RECOM.

PLAY TO YOUR STRENGTHS

Until other sections of the Cheat River Water Trail are activated, initial external MTN marketing should focus primarily on mountain biking opportunities. Once more hubs are open, marketing will be expanded to more varied recreational opportunities.

CONTENT PRODUCTION Recommended foundational content that reflects the brand and inspires target audiences. Captured assets will service the MTN website, print collateral pieces, print & digital advertising, social media, PR, and for partner marketing.

Brand Identity Video (1) • 60” Video • This video will target both internal & external audiences and will serve as the overarching MTN promotional video. • Using a script derived from the Brand Strategy, this video will capture and convey the modern mountaineer spirit and inspire audiences emotionally. Stakeholder Engagement Video (1) • 90”-120” Video • A visionary and aspirational video will target internal stakeholder audiences and will serve as the primary community engagement tool for raising local awareness and support. External Marketing Videos (3) • Three 60” Videos • These short profile videos put a face to the trail and offer personal stories about why MTN is worthy of viewers’ attention and why they should visit. Each represents different aspects and perspectives of the MTN. • The videos can be edited to short versions for social and other platforms. Still Photography Library Collection of scenic and action-based imagery for web and advertising use.

WEBSITE RECOMMENDATIONS OZ TRAILS: CASE STUDY The OZ Trails website incorporates responsive design principles, ensuring it functions seamlessly across various devices and screen sizes. Intuitive navigation, clear call-to-action buttons, and clear information architecture contribute to a positive user experience. Aesthetics should not overshadow usability and the OZ Trails website finds an excellent balance that allows the user to effortlessly find information and accomplish tasks. OZ Trails does a concise job of answering the user’s initial question: “Are there trails in Northwest Arkansas?” Our takeaways from this site are that a simple landing page is incredibly effective. It takes the user immediately to the information they need most and then, through videos and blogs, pulls the user into the website. At its most basic level of travel description the site provides useful information including insider tips, which are activities to do near the trail network or fun ‘easter eggs’, and a link to a downloadable PDF map. OZ Trails also contains a very active blog that could be looked at as an example of what is possible for MTNRA’s online presence. The concept of the downloadable map is helpful for the user experience and allows for some of the unique branding of each hub to shine through. The overall information on the site should be looked at as an example of how to incorporate non-mountain biking activities seamlessly into the content.

WEBSITE RECOMMENDATIONS THE BORDERLANDS: CASE STUDY The Borderlands website does an excellent job of conveying important information quickly. Effective use of whitespace, typography, colors, and imagery helps guide the user’s attention and convey the website’s message. It offers comparable statistics that allow the user to evaluate different regions and then provides additional resources off of the site for the user to evaluate further. Its more limited approach makes it easy for the user to navigate without becoming lost in information. The Borderlands map combines slightly interactive features and aesthetically pleasing designs. It differs from the rest of the site, which relies heavily on negative space, and in doing so, stands out for the user. Its slight nod to the design of the rest of the site allows for the design of the map to stand on its own. For the MTNRA, the map design could be a good place to introduce the ‘stoke’ design and the concept of the Mountaineer character. This website can also be looked at as an example of how a larger trail network integrated an already popular trail system. Its integration of Kingdom Trails keeps it from overshadowing the other trail systems. Though a takeaway is the branding for each trail network could be better represented on the site. The Borderlands covers an area that is the most geographically similar to the topography and climate of West Virginia. Attention should be paid to the trail descriptions and copy of the Borderlands website.

WEBSITE RECOMMENDATIONS MOUNTAIN BIKE BC: CASE STUDY Mountain Biking BC is a harmonious blend of aesthetics, functionality, and user experience. It does a great job of allowing the user to navigate a large amount of information, while keeping it well-organized and maintained. The site is visually appealing and its cohesive layout aligns with the brand’s identity while prioritizing ease of navigation and accessibility. It is a great example of subtle design elements creating a cohesive feel across a large site. It offers the most ways to navigate a static amount of information. Featured trips, road trip ideas, rides by region, bike park and backcountry locations, are all ways the site disseminates the same information. Though this site covers a far greater area than the MTNRA, it is a great example of how to encourage multiple repeat user trips through a wide variety of itineraries. It is almost a one stop shop for your travel needs in BC. The Mountain Biking BC website encapsulates the essence of the brand, caters to user needs, and provides an enjoyable online journey.