Appalachian Spring is a program initiated by the Southwest Virginia Cultural Heritage Foundation and the Friends of Southwest Virginia to develop and promote the outdoor recreation and natural resource assets of Southwest Virginia (which includes 19 counties). The program’s goal is to create an international awareness of the region as a travel, and ultimately, business development and living destination. The program is funded by the Economic Development Administration, Rural Development and the Appalachian Regional Commission. The program is focused on creating income, jobs and local government revenues through the promotion of major recreation destinations, connection of outdoor assets to local communities, and direct assistance to entrepreneurs and appropriate businesses. In the New River Valley region this program is focusing on the Blue Ridge Parkway, the New River and the Appalachian Trail. An inventory is currently being developed of all the outdoor recreation businesses, campgrounds, boat launches, lodging, restaurants, and guide companies near these locations. Branding for SWVA.