How West Virginia Turned Outdoor Recreation Into a Population Strategy
West Virginia has faced population decline for decades, but Ascend WV is showing how storytelling, community connections and a deep understanding of what talent values can help reverse the trend. Their approach proves that incentivizing new residents takes more than offering financial perks. On this episode of Talent Wars, host Patience Fairbrother Wallace speaks with Danny Twilley, assistant vice president of economic & community development at West Virginia University, and Emily Huguenin, director of Ascend WV, about how West Virginia's nationally recognized remote worker program is helping reverse population loss by leveraging the state's outdoor assets. Danny shares how years of research led his team to view outdoor recreation as an economic development strategy, not just a tourism asset, while Emily explains how Ascend has evolved into a six-community initiative with more than 660 members and a remarkable 96% retention rate. Together, they go over how the program's high-touch approach, local partnerships and focus on belonging have become far more valuable than the $12,000 relocation incentive that initially grabs applicants' attention. Throughout the conversation, we explore how data shaped the program's community selection process, why they call Ascend a "trust exercise" and how new initiatives like First Ascent WV and Ascend Heroes are expanding the model to retain college graduates and attract veterans. Tune in to learn how communities can turn their unique assets into a long-term population strategy and why authentic experiences, strong partnerships and a sense of belonging often matter more than financial incentives when attracting and retaining talent.
