Summit Agenda
Get a preview of what’s in store by exploring the draft agenda below. Click each tab to view the schedule by day, and check back for updates as speakers and session details continue to be finalized.
Early Registration and Field Trips
Registration
1:00 PM – 7:00 PM | Amherst Lobby
Pick up your name tag and Summit swag at Amherst at Biltmore, our primary venue for the Summit.
RAD Revitalization
3:00 PM – 5:00 PM
The River Arts District is a creative hub along the French Broad River. Former warehouses and mills, many with colorful exterior murals, contain glassblowing, pottery, and other artisan studios. The River Arts District has been named Best Arts District in the U.S. as part of the USA Today 10 Best Readers’ Choice Awards. Join RiverLink Executive Director Lisa Raleigh and Marquee Owner Robert Nicholas at Marquee — a design centric market place of curated vendors from around the region — to hear history and present-day thinking about how the dovetail of the arts and our waterways, greenways and trails work together to revitalize a historic area and create an economic driver. Then, stroll the district and enjoy a local brew from The Wedge and/or Highwire Breweries, nosh at one of the area’s restaurants, and take in the arts scene.
Highland Brewery: Tour, Tasting and Talk with Brock
3:00 PM – 5:00 PM
Highland Brewing: Our story began in 1994 when Oscar Wong, a Chinese-Jamaican immigrant and retired engineer, introduced Asheville to Highland’s first beer using refurbished dairy equipment in the basement of Barley’s Taproom. Today Highland is a force of over 100 individuals with a passion for craft beer and community operating from our East Asheville brewery and campus. In 2006, we moved to a sprawling 11-acre facility on 40 acres of land on a hill in East Asheville. Highland is also a destination brewery featuring five sand volleyball courts, an 18-hole disc golf course, indoor and outdoor public spaces, and wedding and meeting venues, including a spacious rooftop. Join Vice President Brock Ashburn, professional engineer, builder, and married to Family Owner and President Leah Wong for a tour and taste of their facility.
Folk Arts Center/Southern Highland Craft Guild
3:00 PM – 5:00 PM
The Southern Highland Craft Guild is dedicated to cultivating the crafts and makers of the Southern Highlands through shared resources, education, marketing, and conservation. Located at mile post 382 on the Blue Ridge Parkway, it is also the home to Allanstand, the nation’s first craft shop. We will embark on a guided tour of the Folk Art Center led by Guild members to experience the finest in Appalachian craftsmanship, browse their galleries, and enjoy live craft demonstrations. Afterwards, visit the Blue Ridge Parkway Visitor Center at mile post 384, take a hike along the Mountains to Sea Trail, or enjoy America’s Favorite Drive along the Parkway itself.
Biltmore House Tours
Visit Biltmore, America’s Largest Home®, built by George Vanderbilt, as magnificent today as it was more than a century ago. Your self-guided house visit spans three floors and the basement of the luxurious family home of George and Edith Vanderbilt. Explore the stories of the Vanderbilt family, their guests, and employees through displays of vintage clothing, accessories, art, furniture, and more. Stroll through Biltmore House, its beautiful gardens and Antler Hill Village & Winery at your own pace. Register for this tour to receive a code to purchase house tour tickets at a reduced rate during your time here — code is valid for August 23- 29, 2026.
Blue Ridge Rising Two-State Summit: Day One
Registration
–
Pick up your name tag and Summit swag at Amherst on the Biltmore Estate.
Breakfast
– 9:30 A
Stop in for breakfast or a mid-morning snack
Meet your Communities: Find your Parkway People
– 9
Enjoy a fun and facilitated networking session with guided prompts and rotating discussion groups. Whether this is your first, second, or third Summit, it’s a great way to connect or reconnect with fellow attendees.
Words of Welcome and Opening Remarks
–
Carolyn Widner, CEO, Blue Ridge Parkway Foundation, and Kim Davis, Executive Director, Friends of Southwest Virginia, will welcome everyone to the third Blue Ridge Rising Two-State Summit. Pamela Brewington Cashwell, Secretary of the North Carolina Department of Natural and Cultural Resources (DNCR), will put a spotlight on Western North Carolina’s art, culture, natural resources, and tourism, and highlight how these assets can and do work together to connect communities, strengthen economies, and enrich visitor experiences.
Chase Pickering: Biltmore’s Conservation Legacy
–
Chase Pickering, Vice President of Guest Experience at Biltmore Estate and fifth-generation family owner, presents how his family carries forward the legacy of nature conservation that was born at Biltmore 130 years ago. He speaks about the stewardship practices that continue to protect the views and land that originally inspired his great-great grandfather, George Vanderbilt. Biltmore is Asheville’s most visited tourist destination, welcoming over a million guests every year and is one of the region’s largest employers with 1,800 team members. Chase shares his family’s vision to preserve Biltmore as a privately owned, profitable, working estate. From a young age, Chase has been involved in nature conservation efforts and has several years of professional experience with international organizations.
Lunch
–
Time for lunch and an opportunity to meet and talk with other leaders from throughout the Blue Ridge Parkway gateway communities.
Understanding Today’s Blue Ridge Parkway Travelers Across Two States
–
Rita McClenny, President & CEO, Virginia Tourism Corporation, will lead off the afternoon sessions, as we explore new tourism data, analysis, and insights from Virginia and N.C. In this session, Pratiksha Bhattarai, Sr. Research Manager, Virginia Tourism Corp., and Guy Gaster, Director, N.C. Film Office, Visit NC, will provide snapshots of the current visitor economy across the Parkway corridor, exploring travel trends, visitor behavior, and emerging opportunities in both states. Through research, market intelligence, and regional insights, attendees will gain a shared understanding of who today’s travelers are, how they are experiencing the Parkway, and where the greatest opportunities exist to strengthen gateway communities. The speakers will also highlight what these insights might mean for the future of Blue Ridge Rising and how communities can work together to increase visitor spending, length of stay, and regional impact.
Perspectives on Creating Thriving Communities Through Outdoor Recreation
–
What makes a “Trail Town” a trail town? During this panel session, Amy Allison, Director of the N.C. Outdoor Economy Office; Maribel Castaneda, Virginia’s Deputy Secretary of Natural & Historic Resources; and Amy Camp, Author of Deciding on Trails: 7 Habits of Healthy Trail Towns, will discuss “Trail Towns” and how the Parkway’s gateway communities can create thriving outdoor recreation economies that transform community health. These experts will discuss how robust outdoor recreation economies are supported by state, regional, and local agencies, as well as outdoor product manufacturers, related small businesses, and nonprofit organizations.
Break
–
From Insight to Action: Positioning the Blue Ridge for tomorrow’s visitor
–
Building on the earlier presentation and data about current Parkway visitors, this interactive plenary session brings together destination leaders from across the Blue Ridge Parkway region to discuss how gateway communities can transform visitor insights into action. Through real-world examples and practical strategies, panelists will explore how communities can create authentic experiences, strengthen their identity, collaborate across boundaries, and inspire travelers to stay longer, explore more, and visit again. Participants will leave with actionable ideas for positioning their communities for long-term success, while contributing to a stronger, more connected Blue Ridge Parkway visitor economy.
Panelists:
- Nicole Johnson, Destination Bedford VA
- Amanda Lugenball, Blowing Rock Tourism Development Authority
- Ryan Vaughan, Friends of Southwest Virginia
Beyond the Check: The funder’s vision for impact
–
In today’s dynamic funding landscape, collaboration between public and private funders is key to driving real, lasting change. Join key funders serving the Blue Ridge Rising Region for an interactive panel, where, leaders from foundations and public agencies, will share their perspectives on what makes a strong partnership, how communities can position themselves for funding, and what funders are really looking for when deciding where to invest.
Panelists:
- Scott Hamilton, Golden LEAF Foundation
- Olivia Collier, Appalachian Regional Commission
- Susan Mims, Dogwood Health Trust
- Sara Williams, Virginia Tobacco Region Revitalization Commission
- Hillary Sherman, U.S. Economic Development Administration
Reception & Dinner featuring Parkway Superintendent Tracy Swartout
–
Meet and mingle with other regional leaders (5:30-6:30), before sitting down for a delicious meal and great conversation. Tracy Swartout, Superintendent, Blue Ridge Parkway, will speak about “The Blue Ridge Parkway: a road devoted to recreation and preservation.” She will share how the Parkway continues its initial vision of connecting visitors from around the world to the special places along its route, and how work on and off the Parkway plays an important role in the experiences of visitors and gateway communities along this beloved National Park site.
Blue Ridge Rising Two-State Summit: Day Two
Registration
–
Pick up your name tag and swag bag. Turn in or check for lost-and-found items.
Breakfast
–
Enjoy an informal breakfast before our second day of great sessions to advance the goals of Blue Ridge Rising.
Meet Your Communities: Networking
– 8:50
One of the key goals of every Summit is for people to make new connections across different geographies and professions. During this informal networking session, try to meet at least two “new” people.
Blue Ridge Rising: Recent highlights and previews of what’s next
–
Olivia Collier, Director, Regional Development Commissions, N.C. Department of Commerce, will welcome everyone to Day 2. George Ivey, Director, Blue Ridge Rising, and several project leaders will provide brief updates highlighting recent activities and successes regarding various Blue Ridge Rising strategies, as well as previews of what’s coming up next.
Breakout Sessions – Round 1
–
Giving Back: How artist-led engagement supports community initiatives
–
Artists don’t just create beautiful music, art, photographs, stories, and food, they also often give back to their communities and regions by donating their time and talents to support all types of causes, including raising money for local arts and social service not-for-profit groups, empowering disadvantaged youth, lifting up local food producers, and supporting efforts to conserve the incredible natural landscape that helps make Northwest North Carolina and Southwest Virginia Blue Ridge communities a destination for people from all over the world.
Panelists:
- Graham Sharp, Steep Canyon Rangers
- Benjamin Walls, Photographer
- Chef T, Culinary Artist
Small Budgets, Big Impact: Marketing initiatives that are moving the needle
–
Successful destination marketing isn’t always about having the biggest budget, it’s about having the right strategy, strong partnerships, and an authentic story to tell. In this interactive breakout session, attendees will hear from several Parkway gateway communities that have successfully launched creative destination marketing initiatives with modest budgets and measurable results. Each community will share the challenge they faced, the strategy they implemented, the partnerships they leveraged, and the impact their campaign had on visitation, community engagement, and local businesses. Through facilitated discussion and audience participation, attendees will explore common themes, lessons learned, and practical marketing approaches that can be adapted to communities of all sizes. Participants will leave with new ideas, proven strategies, and inspiration to create authentic, collaborative marketing initiatives that strengthen their destinations and contribute to the entire region.
Panelists:
- Greg Hitchin, Waynesboro, VA Economic Development and Tourism
- Kelly Jones, Destination Mitchell (N.C.)
- Becky Nave, Virginia Tourism Corporation
Saving the Parkway’s Viewsheds
–
Parkway visitors list the scenic views as their top reason for traveling the Parkway, but most of those viewsheds contain significant private lands that can be developed. In fact, some previous Parkway “overlooks” are now just “parking areas,” because the scenic views have been lost. Learn how the Blue Ridge Parkway Foundation, NPS, area land trusts, and other partners have identified nearly 300 Parkway viewpoints for review; how they are analyzing and prioritizing those viewsheds for voluntary conservation action; and how you can play a role in helping to protect those views.
Panelists:
- Dr. Bob Powell, Director, Institute for Parks, Clemson University, and leader of the Clemson Park Break’s Blue Ridge Parkway viewshed analysis project
- Lynn Crump, Scenic Assets Manager, Scenic Virginia
- Aaron Flannery, Western Conservation Manager, Conservation Trust for North Carolina
- George Ivey, Director, Blue Ridge Rising
Break
Breakout Sessions – Round 2
–
Building Regional Solutions
–
Blue Ridge Rising focuses on regional solutions to local challenges. Fortunately, we are not alone. Councils of Government in North Carolina, Planning District Commissions in Virginia, numerous nonprofits, and many state and federal agencies also foster regional discussion, coordination, and solutions. In this session, regional planners and thinkers will discuss the issues, challenges, and potential paths forward for several of Blue Ridge Rising’s regional efforts: wayfinding signage, trail networks, workforce development, and transportation issues.
Panelists:
- Jonathan Scott, Destination by Design
- Julie Judkins, Great Trails State Coalition and Just Trails
- Catherine Fox, Friends of Southwest Virginia
- Ann Cundy, Central Shenandoah Planning District Commission
The Power of Partnership: Bringing Blue Ridge Rising to Life
–
Blue Ridge Rising strengthens the connection between the Blue Ridge Parkway and its gateway communities through a shared vision for conservation, recreation, tourism, and economic vitality. This session will showcase how strategic partnerships are turning that vision into action. Panelists will discuss collaborative projects already underway, including dark skies research, trail restoration and workforce development through Conservation Corps programs, and the creation of a comprehensive trails and greenways guide for the Parkway corridor. Attendees will gain insight into how diverse partners—from federal, state, and local governments to academic institutions and community organizations—are working together to leverage resources, build capacity, and create lasting benefits for the Blue Ridge Parkway and the communities that surround it.
Panelists:
- Jeff Bary, Colgate University
- Jessie Birckhead, Conservation Corps N.C.
- Shane Farthing, Shane Farthing & Associates
Brainstorming our Regional Brand
–
While “Blue Ridge Rising” serves as the name and brand for our efforts to unite and serve the Parkway’s gateway communities, we are developing a new brand to drive the tourist-facing elements of our work, including the forthcoming regional travel website, wayfinding, curated travel itineraries, and marketing efforts. The Summit provides an ideal opportunity to gather input from the people who know our region and our visitors the best. Dodie Stephens, Vice President of Marketing for Explore Asheville, will kick off the session by highlighting some of the key components of their highly successful brand. Attendees will then meet in small groups to share their thoughts on several fundamental questions that will help launch and guide this new regional branding effort.
Lunch with Bridgett Massengill, Thrive Regional Partnership
–
Bridgett Massengill serves as President & CEO of Thrive Regional Partnership, which has convened partners across the tri-state, greater Chattanooga region to address the complexities of regional growth since 2012. Bridgett will share their history, successes, and lessons learned, while also offering her perspectives on how Blue Ridge Rising can achieve and sustain long-term success.