...to preserve, protect, and interpret lands, structures, and communities with unique and significant historic and cultural value associated with the coal mining heritage of West Virginia.

Draft Mission, Goals and Strategies

The NCHA has been formulating and designing a draft mission and collection of goals and strategies based on community meetings in each of the 11 counties within the coal heritage area with direction from the NCHA Steering Committee and Planning Subcommittee.  The nine goals and their accompanying strategies will be the basis of the Strategic Management Plan and all future planning and implementation in the NCHA.

Mission

The National Coal Heritage Area (NCHA) preserves, protects and interprets historic, cultural and natural resources associated with West Virginia’s coal mining heritage to help stimulate tourism and economic development, thereby improving the quality of life for the region’s residents.

Goals and Strategies

Keeping the mission as the prime focus of the organization, eleven goals in nine categories were identified through the planning process to facilitate the development of the NCHA.  These goals provide direction for many topics, from creating a memorable image and identity, to preserving the many artifacts and structures which are representative of coal heritage regionally and nationally.  These goals address organizational and physical development, resource allocation and public relations.  

Identity, Marketing and Promotions

Goals: The National Coal Heritage Area (NCHA) will achieve ready recognition by the public by virtue of its strong brand name as a heritage tourism destination.

Develop and implement a marketing and promotional campaign focused on integrated coal heritage destinations targeted to a diverse group of visitors.

Strategies:

  1. Establish a design vocabulary to govern the design and fabrication of wayfinding and interpretive signs;
  2. Provide clear informational and directional signs from area entry points to visitor attractions and services;
  3. Create a unique and attractive logo for use on all informational and destination signage and printed materials (advertising, marketing, etc.) and a system of color coding that will link the logo with the major interpretive themes (history, culture, technology, etc.) of the area’s attractions;
  4. Develop minimum requirements for commercial and not-for-profit use of NCHA’s logo and brand name;
  5. Develop a brand-name statement that becomes the foundation for the NCHA’s communications strategy;
  6. Create a strategic framework for packaging and product development and for marketing initiatives based on research into changing visitor behavior and interests;
  7. Establish a public relations program and publicity campaign to cultivate support and capitalize on low- and no-cost promotional opportunities;
  8. Forge marketing partnerships with public, private and not-for profit organizations that depend on visitor markets;
  9. Target market niches where initial promotional efforts are likely to have the greatest returns (e.g. New River Gorge visitors, metro Charleston-Huntington, retirees from the 1950s-60s generation of Appalachian migrants to the Midwest);
  10. Identify strategies and persons that can help link communities with visitors from appropriate market niches.

Organizational Structure

Goal: Create an organizational structure that will provide adequate financial, staff and other resources to ensure the National Coal Heritage Area’s ability to implement this plan and maintain long-term viability.

Strategies:

  1. Maintain and strengthen a National Coal Heritage Area "Management Entity" that sets policies and provides guidance to a director and staff who execute policies and programs established by the "Management Entity". The "Management Entity" should be organized to represent communities and interest groups from the project area;
  2. Increase the participation and commitment of local and regional lending institutions, coal mining organizations, the outdoor recreation industry and other groups on the "Management Entity" and appropriate subcommittees;
  3. Develop a fund raising and public relations capacity to build support and strengthen the funding base;
  4. Establish long-term capital, programmatic and organizational priorities;
  5. Create an umbrella group of local organizations to meet semi-annually and advise and contribute to the NCHA.

Capacity Building and Partnering

Goal: Develop cooperative partnerships which nurture capable project sponsors and viable grass roots organizations that build human, technical and financial capacity and support plan implementation within the NCHA region.

Strategies:

  1. Support the organization and development of local project sponsors, public, private and not-for profit groups;
  2. Provide training and technical support in grantsmanship, project development, hospitality services and associated skill areas;
  3. Provide financial support to local groups and organizations for capacity building and project development;
  4. Enter into cooperative agreements with the Coal Heritage Trail Association, Hatfield-McCoy Recreation Development Authority, West Virginia Whitewater Rafting Association and similar groups to build support for increasing tourism investments and in developing regional visitor services capacity;
  5. Enter into cooperative agreements with coal organizations (mining, services, transportation, marketing, etc.) in encouraging protection of historic resources; securing access to historic documents and information; funding, development, marketing and promotion;
  6. Develop programs with the National Mine Health and Safety Academy that will promote the NCHA in national and international technology and safety seminars;
  7. Develop model inter-jurisdictional agreements to promote efforts to preserve coal heritage resources that cross municipal and/or county borders;
  8. Encourage the state of West Virginia, National Park Service and the United States Army Corps of Engineers to maintain, improve and expand lakes, rivers within the NCHA;
  9. Involve local governments and organizations, such as the Landmarks Commission, in support of projects and programs.

Project Development

Goal: Implement a phased strategy of linked coal heritage experiences that engage visitors of varying levels of knowledge and interest while advancing cultural and resource conservation in the National Coal Heritage Area.

Strategies:

  1. Develop staffed coal heritage visitor centers and destination centers at major gateway locations, such as Tamarack, the Beckley Exhibition Coal Mine, Canyon Rim Visitors Center, Town of Bramwell and other selected locations that collectively embody the full range of the NCHA’s preservation and interpretive programs;
  2. Create settings and surroundings that place facilities in an appropriate context and immerse the visitor in the coal experience;
  3. Create centers of learning and discovery in selected "core" locations, such as the communities of Itmann and Elkhorn where visitors can find a more authentic experience away from the visitor centers and destination locations;
  4. Create a Heritage Grant and Loan Fund that provides, under the direction of the "Management Entity" to provide financial support for preservation, development, interpretation and education projects and initiatives;
  5. Develop and implement a tiered system of eligibility whereby communities and organizations can build capacity and gain access to resources based on their specified levels of interest, experience, and competence;
  6. Assist local project sponsors by providing technical support in areas such as grantship, feasibility analysis and project development.

Interpretation

Goal: Interpret the history, culture and technology of the mining era and, in a compelling and thought provoking manner, tell the story of the people of the region.

Strategies:

  1. Establish a small number of interpretive themes which characterize the area’s social, economic, cultural, and occupational history and strategies for linking these themes with popular interest in history and historic preservation;
  2. Locate printed and archival sources containing interesting first person accounts of the area’s history and identify means of making such accounts more accessible to area schools and hospitality-training programs;
  3. Identify opportunities for training for volunteers, hospitality workers and other interested persons in the history of the area and in the NCHA’s program strategies and themes;
  4. Identify opportunities for linkages between NCHA activists at the community level and existing state and regional networks of humanities and arts professionals.

Education

Goal: Foster an ethic of pride and stewardship of the residents who will understand the importance of coal mining.

Strategies

  1. Develop programs with area public and private schools to build awareness, pride and support for coal heritage preservation and interpretation initiatives;
  2. Foster the ability of local libraries, museums, historical societies, service clubs and other appropriate institutions to mount temporary programs and exhibits of documents, artifacts, photographs and films;
  3. Encourage the inclusion of historic and cultural curricula in the primary and secondary schools within the State of West Virginia;
  4. Encourage good stewardship of resources through existing and new educational programs.

Resource Protection, Preservation and Growth Management

Goals: Promote the protection and preservation of the region’s rapidly vanishing artifacts, structures and sites from the mining era of the late 19th and 20th centuries.

Encourage projects that balance conservation and growth issues to provide for economic development while protecting resources.

Strategies:

  1. Maintain a current prioritized listing of coal heritage resources, artifacts and structures;
  2. Develop a technical committee to seek funding and provide assistance in documenting and evaluating such sites and structures;
  3. Encourage National Register of Historic Places listing for buildings, structures or districts not currently listed;
  4. Recognize and publicize the contributions and efforts of miners and coal companies in preserving or protecting coal heritage resources;
  5. Provide mechanism for protecting endangered structures, sites and physical artifacts that may be at risk due to development or redevelopment pressures;
  6. Work with Planning and Development Councils to encourage local communities to adopt land use development guidelines such as design review and sign control;
  7. Reward good development practices by providing preference in project funding to participating communities;
  8. Protect and retain river corridors such as the New and Bluestone Rivers.

Access and Circulation

Goal: Encourage improvement of linkages between coal heritage visitor destinations in gateway counties and improve access and linkages to destinations in non-gateway counties.

Strategies:

  1. Integrate WVDOT transportation and improvements into the plan through strategic replacement and improvement projects;
  2. Promote improved linkages between destinations and enhance accessibility from major roadways;
  3. Integrate proposed transportation improvements such as the Coalfields Expressway into the development plan;
  4. Where appropriate, provide opportunities for non-motorized transportation including bicycles and pedestrians;
  5. Utilize TEA-21 and other federal or state funding opportunities for planning and implementation of community-based projects;
  6. Evaluate corridors for State or National Scenic Byway Designation.

Visitor Services and Community Development
Goal: Foster a relationship between West Virginia’s hospitality and tourism industry and visitors, and provide assistance in exceeding visitor expectations, both in terms of quality and location of services.
 
Strategies:
  1. Work with community and economic development organizations on recruiting and retaining hospitality industry service providers, as well as encourage small business start-ups, such as bed and breakfast establishments;
  2. Institute a data collection effort to gather and analyze information on market characteristics and visitor perceptions about the NCHA experience;
  3. Encourage hospitality training to individuals throughout southern West Virginia's visitor services industry.

Home Page

More about the National Coal Heritage Area

Project Status

The Management Plan

Environmental Impact Statement

Links

Contact Information

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