LYBURN - The Hatfield-McCoy Regional Recreation Authority has approved a proposed five year marketing plan. The decision came as part of the July board meeting held last Friday.

The plan covers the years 2009-2013 and outlines as a goal to increase revenue from merchandising and sales and sponsorships so the authority can decrease its reliance on public funding for its overall budget.

Toward that end, the HMRRA wants to market the Hatfield-McCoy Trail system as a brand that is known for being the largest, safest and best managed outdoor recreational trail system in the nation.

The plan points out the goal of being known for outstandingly successful economic development project that has benefited many host communities and to develop the Authority's web site as one of the most heavily visited trail system websites in the world, and as one of the top five community sites for ATV, UTV and dirt bike riders.

The summary of the plan notes that the Hatfield-McCoy Trails are one of the best systems in the world, yet there is still a large segment of the rider market that remains unaware of its amenities, and that it has been a "shining star project" for the state of West Virginia, which has been very successful in "revitalizing the southern West Virginia economy and community spirit." Friendly towns along the trail system are a tremendous selling point and attractor, the summary notes, adding that more connected trails and single tracks will attract even more riders.

The Marketing Plan's goals are to strengthen the Hatfield-McCoy Trails system brand by integrating marketing of retail items and venues; developing a new logo; developing brand guidelines ensuring that all products produced by the HMRRA (clothing, web site, brochures or video) are consistent and of high quality; enhancing the functionality of the web site to increase viewer traffic and networking with enthusiasts; generating more revenue to decrease reliance on public (government) funding; implementing an aggressive media relations strategy to increase the system's reputation as the largest, safest and best managed system in America.

The report notes that currently nearly 500 miles of trails are available for riders in a five county area and that the eventual goal is to offer 2000 miles of trails in nine counties when Kanawha, Lincoln, Mercer and Wayne county projects are added. Each of the six trail systems are currently open 365 days per year and many are connected to ATV friendly towns.

Executive Director Jeff Lusk recommended the adoption noting it was a $2.2 million investment in marketing the company.

"We finished our business plan, and this is our next step," Lusk said.

Board member Neal Vance said the Marketing Committee had done a phenomenal job on the plan and that he was very impressed with it, including recommendations about social networking internet sites as a good idea for promoting the trails.

Lusk noted the authority's most recent audit was mostly positive.

Lusk said he disagreed with one recommendation made by the auditor who wanted the authority to capitalize the trails and depreciate them. Lusk noted that the trail system is mostly on private property, which makes capitalizing an asset it does not technically own problematic at best.

"We don't own them, so how can we do that?" asked Del. Richard Browning.

Lusk said it would take a lot of work, and that one major problem with the accountant's recommendation would be that it could be claimed such a move would be tantamount to "cooking the books," which was one of several reasons why he vehemently opposed the recommendation. Lusk said he tried to explain his objections to the auditor who was a new representative of an agency the HMRRA had utilized in the past, but to no avail. Lusk said the idea had never been mentioned before.

Former Executive Director Matt Ballard said the agency might have to get a different auditor.

"You can't implement ideas that you can't pull off, or it will lead to future problems. We need to be up front with them," Lusk said, explaining that in addition to being on private property the Authority doesn't own, the trails themselves are basically roads into the wilderness.

Board President Art Kirkendoll noted that the HMRRA trail system had had tremendous impact in our region both economically and culturally.