About ’Round the Mountain

About 'Round the Mountain

'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 funding partners

Appalachian Regional Commission

Virginia Department of Housing and Community Development

Virginia Tobacco Indemnification and Community Revitalization Commission

Virginia Commission for the Arts

Virginia Tourism Corporation