About ’Round The Mountain

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'Round the Mountain began in the fall of 2004 when former Gov. Mark Warner's Virginia Works Initiative designated funds to develop Southwest Virginia as a major cultural and heritage tourism destination and to begin an artisan and craft advocacy organization. The group received non-profit status in March 2006. Diana Blackburn became the organization's first executive director.

'Round the Mountain has focused its efforts to “promote sustainable economic development of the region's communities by assisting local artisans with marketing, educational, and entrepreneurial opportunities,” to quote our mission statement

We have reached out to our members through public-private partnerships to provide educational gatherings and round tables, e-commerce and marketing workshops, and one-on-one coaching for RTM members. With the help of our funding partners, we began a craft registry with several types of membership; launched a website, redesigned in 2011; coordinated the development of 15 regional Artisan Trails that span our geographic area; set jurying standards and procedures for sale of craft work, food and wine at Heartwood, our artisan gateway center in Abingdon, and launched a major educational program to communicate the value of our artisans, farmers and craft venues to our communities and our region.

What we do

Entrepreneurial Development

Develop opportunities to build wholesale and retail markets for local craft work.
Maintain a communication network for information and services for members.
Provide a comprehensive educational plan

Tourism Development

Maintain regional artisan trails network.
Work with each of our localities to develop their own artisan trail brochure.
Link visitors to cultural heritage and outdoor recreation activities through integration of the Southwest Virginia, The Crooked Road, 'Round the Mountain and Heartwood websites.

Regional Economic Development

Provide a regional voice, brand and network for our members.
Develop strategies to connect craft and local foods to regional markets.
Design a public education effort that communicates the value of locally produced craft & food; the unique experiences of the artisans themselves; and the authenticity of the communities that nurture the process.

Our staff

Diana Blackburn, Executive Director
'Round the Mountain’s founding executive director, is also a member of the management team for Heartwood: Southwest Virginia’s Artisan Gateway. She was appointed by Governor Timothy Kaine to serve on the Southwest Virginia Cultural Heritage Foundation. Prior to her position at 'Round the Mountain, Diana was executive director for United Way of Washington County and held several positions at People Incorporated of Southwest Virginia. Diana received her Bachelor of Arts degree in economics from Emory and Henry College.

Debby Loggans, Membership Manager
Debby has played an integral part in the development of programs and services for RTM members. As primary contact for members, she is involved in all aspects of the RTM mission as it relates to its members. Prior to her position with 'Round the Mountain, Debby served as business development manager with People Incorporated of Southwest Virginia.

Our board of directors

Our board members represent the best in our Southwest Virginia communities: museum curators and economic development experts, business people and artists, what else what else. They donate their time and energy to give direction and guidance to our mission.

View Board of Directors