Appalachian Resurgence: How Startups and Education Are Revitalizing the Region

Staff  •  April 14, 2025

Nestled within the Appalachian Mountains, West Virginia is a state shaped by grit, elevated by nature, and renewed by opportunity. Once fueled by coal, the Mountain State is now undergoing a powerful transformation—one that honors its roots while investing in a future built on education, innovation, and entrepreneurship.

This resurgence isn’t merely an economic shift—it’s a grassroots movement led by passionate West Virginians, supported by visionary programs like Ascend WV, First Ascent, the Student Incubator at Marshall University, and other impactful initiatives by the Wing 2 Wing Foundation. Together, these efforts are sparking sustainable growth and reshaping perceptions of what’s achievable in West Virginia.

More Reasons to Visit (And Even More to Stay)

West Virginia is uniquely Appalachian, boasting landscapes, culture, and communities deeply interwoven with American identity. Its rugged terrain and pristine forests cover nearly 75 percent of the state, creating endless opportunities for adventure and inspiration.

However, the state isn’t just a scenic destination; it’s rapidly becoming a place for many to call home. As tourism emerged as a leading industry, local leaders began envisioning how to encourage visitors to settle permanently, nurturing roots and building vibrant communities.

Community: The Heart of Appalachia

West Virginia’s state motto, Montani semper liberi—“Mountaineers are always free”—embodies the independent, resilient, and community-focused spirit of its people. Warmth and hospitality have become a hallmark of West Virginia living, reflected vividly in the everyday kindnesses that locals proudly share.

Whether it’s stopping to assist someone broken down on the roadside, generously offering support even when resources are scarce, or extending an invitation to Sunday dinner to a newcomer they’ve just met, neighborly compassion is deeply ingrained in the state’s identity. It’s this genuine sense of community and care that attracts many to settle down and plant their roots in West Virginia.

Outdoor Adventure: Nature Meets Economic Development

With nearly 75 percent of its land covered by forests, West Virginia beckons outdoor enthusiasts with abundant camping opportunities amidst its scenic wilderness.

West Virginia’s natural wonders, like the iconic New River Gorge Bridge, invite thrill-seekers and nature lovers alike. But beyond recreation, the state has strategically leveraged its natural assets to fuel economic revitalization. The Brad & Alys Smith Outdoor Economic Development Collaborative (OEDC) exemplifies this approach, enhancing outdoor recreational infrastructure, stimulating job creation, and providing education through initiatives like the Science Adventure School—encouraging youth to explore STEM through hands-on outdoor experiences.

Appalachian Botanical Company further illustrates the synergy between nature and economic rejuvenation, transforming former coal mine sites into flourishing lavender fields. This not only rehabilitates ecosystems but also creates sustainable employment opportunities for residents who previously faced employment barriers.

Opportunity: Investing in People and Entrepreneurship

The revival of West Virginia isn’t happening by chance—it’s happening by design. Initiatives like Coalfield Development have significantly contributed to rebuilding the Appalachian economy, driving over $100 million into regional investment, revitalizing infrastructure, and training thousands for new economic sectors. Founder Brandon Dennison emphasizes harnessing the distinctive strengths of Appalachia rather than attempting to reshape its identity.

Both Marshall University and West Virginia University (WVU) are playing critical roles in cultivating economic opportunity. Under President Brad D. Smith’s leadership, Marshall University’s Innovation District and Student Incubator provide crucial mentorship and resources, empowering students and aspiring entrepreneurs to contribute meaningfully to their communities. At WVU, entrepreneurship and innovation are also being championed through programs like Vantage Ventures, which helps startups launch and scale with support from university resources and alumni networks.

Programs like Ascend WV and First Ascent, created through partnerships with WVU, Marshall, and the Wing 2 Wing Foundation, are providing new pathways for individuals and families to live, work, and launch businesses in the Mountain State.

• Ascend WV attracts remote workers with relocation support, co-working spaces, and deep community connections, bringing in fresh talent committed to making West Virginia their home base.
• First Ascent helps graduates of Ascend WV—and native West Virginians alike—turn their entrepreneurial visions into reality through mentorship, education, and funding.
• At Marshall University, the Brad D. Smith Student Incubator empowers students to become the next generation of business leaders, giving them the tools to innovate and make an impact close to home.

These programs, powered by the Wing 2 Wing Foundation, the OEDC, WVU, and many other crucial organizations, prove that when you invest in people and remove barriers, big things happen.

Almost Heaven: Grit, Greatness, and Hospitality

West Virginia’s legacy of innovation dates back centuries—from hosting the world’s first electric railroad to laying the first brick street in Charleston. This inventive heritage continues today through forward-thinking initiatives like the Virgin Hyperloop Certification Center in Grant and Tucker counties, positioning the state as an emerging tech hub and diversifying its economic base.

Moreover, the region’s cultural traditions of music, storytelling, and community gatherings remain vibrant, underscoring the authentic Appalachian experience. Through education, innovation, and a revitalized belief in possibility, West Virginia is writing a new chapter marked by creativity, inclusivity, and economic sustainability.

Education as the Great Equalizer

Education continues to serve as a cornerstone of West Virginia’s ongoing revitalization efforts, passionately championed by Brad D. Smith and the Wing 2 Wing Foundation. Through substantial philanthropic contributions, Marshall University has dramatically expanded its initiatives aimed at enhancing both accessibility and affordability. Programs such as the Metro tuition program and the visionary Marshall for All, Marshall Forever plan have paved the way for countless students to pursue higher education without the burden of debt.

West Virginia University, Marshall University, and Wing 2 Wing have also partnered with West Virginia native Emily Calandrelli, known as the “Space Gal,” to inspire the next generation of innovators and explorers. Calandrelli’s engaging presence on campus reinforces the university’s commitment to expanding educational horizons, particularly in STEM fields, by demonstrating the limitless potential available through quality education.

Additional programs, including the Cabell Commitment, Marshall Skills Exchange, Lifelong Learning Program, and the Innovation Catalyst Program, ensure students and community members alike are equipped for the evolving demands of today’s—and tomorrow’s—workforce.

Brad emphasizes, “My ‘why’ is to level the playing field in West Virginia and Appalachia, investing in those who’ve invested in me.” This commitment has made education not only attainable but also transformational, equipping Appalachians to thrive in a rapidly changing global economy.

Supporting Small Businesses, Strengthening Communities

Small businesses comprise 98 percent of West Virginia’s enterprises and are crucial economic drivers. Recognizing this, the Wing 2 Wing Foundation actively supports local entrepreneurs, providing them with the resources and mentorship necessary for success. The entrepreneurial ecosystem fostered by Marshall University and statewide initiatives empowers local ventures, significantly contributing to regional economic resilience.

Preserving and Celebrating #AlmostHeaven

Sustainably rejuvenating Appalachia requires a balanced commitment to economic development, environmental stewardship, and community support. Organizations like the Nature Conservancy, Appalachian Botanical Company, and Coalfield Development ensure that environmental conservation complements economic growth, creating long-lasting prosperity and opportunity.

West Virginia’s resurgence is a collective effort, championed by dedicated individuals like Brad D. Smith and supported by visionary organizations. As the Mountain State continues to evolve, it serves as a beacon of innovation, resilience, and unwavering community spirit—truly embodying the essence of #AlmostHeaven.

Learn more about Appalachia’s resurgence and the wide-spread opportunities the region has to offer by keeping up the West Virginia Tourism and Ascend WV on Instagram, or head to West Virginia’s Tourism site for upcoming events and ideas for things to do and places to explore.