Asheville, NC (August 28, 2025) – On August 25, 2025, a diverse coalition of community leaders, funders, outdoor advocates, and government partners gathered at Wrong Way River Lodge & Cabins along the French Broad River to celebrate the official launch of Thrive Outside Western North Carolina — a new multi-year initiative dedicated to increasing access to the outdoors, especially for communities that have historically faced systemic barriers to outdoor recreation.
The Thrive Outside WNC initiative is spearheaded by the North Carolina Outdoor Economy Office, in partnership with the Outdoor Foundation, The Morrison Family Foundation, and VF Foundation. The effort is powered by a dynamic coalition of local partners including youth-serving organizations, public schools and school districts, environmental education programs, outdoor recreation businesses, workforce development organizations, conservation nonprofits, and community groups. The initiative aims to strengthen cross-sector partnerships that foster lifelong connections to nature for youth and families across the region.
“We believe everyone deserves the opportunity to enjoy and benefit from time spent outdoors. This initiative marks an exciting and collaborative milestone—one that will introduce more youth across the region to meaningful outdoor experiences while fostering a lasting sense of welcome and connection to nature,” said Amy Allison, Director of the North Carolina Outdoor Recreation Industry Office.
The launch event brought together leaders from the western counties of North Carolina and featured remarks from funding partners, local organizations, and supporters from the outdoor industry. Guests enjoyed locally sourced refreshments, a riverfront gathering, and a shared vision for a more inclusive and connected outdoor culture in Western North Carolina.
Through a place-based and community-driven approach, Thrive Outside WNC aims to:
- Expand high-quality, culturally relevant outdoor programs for youth
- Build a sustainable regional network of cross-sector partners
- Support youth leadership and workforce development in the outdoor sector
- Center belonging and inclusivity in outdoor access and environmental stewardship
The Thrive Outside initiative is a national movement powered by the Outdoor Foundation and its outdoor industry and philanthropic partners to create and support a network of communities committed to increasing outdoor access for youth and families. Over the past 6 years, the Outdoor Foundation has launched 14 Thrive Outside Communities across the country that have collectively helped to connect over 300,000 children, youth and families to transformative experiences in the outdoors.
“This initiative builds on the strong foundation of partnerships already thriving across Western North Carolina’s communities,” said Lesford Duncan, Executive Director of the Outdoor Foundation. “By strengthening and expanding this collaborative network, we’re supporting the region as it rebuilds from the impacts of Hurricane Helene—creating an outdoor recreation economy that is more resilient and inclusive.”
“This is about more than outdoor recreation — it’s about healing communities, nurturing wellbeing, and strengthening bonds between people and Western North Carolina’s landscapes.”
The VF Foundation has been a steadfast partner of the Outdoor Foundation for many years, investing in programs that lift barriers to outdoor access and youth leadership nationwide. Their continued support for Thrive Outside Western North Carolina reflects their deep commitment to fostering inclusive outdoor communities and building pathways for youth to thrive through nature and recreation. “We believe in the transformative power of nature and the importance of making it accessible to all to fuel the next generation of explorers. Supporting initiatives like Thrive Outside is central to our mission of expanding opportunities for youth to connect with the outdoors and grow as leaders,” said Gloria Schoch, Executive Director of the VF Foundation.
The Morrison Family Foundation is excited to join forces with the Outdoor Foundation and local partners in this initiative. They see Thrive Outside WNC as a critical opportunity to foster access to the outdoors and support community resilience and wellness as the region rebuilds. Their enthusiasm and funding will help ensure the initiative’s long-term impact and success. “We are proud to support Thrive Outside Western North Carolina and believe it will be a powerful catalyst for healing and opportunity across the region,” said Bruce Boyd, Executive Director of the Morrison Family Foundation.
The Outdoor Foundation, the philanthropic arm of the Outdoor Industry Association, is a national 501(C)(3) nonprofit organization dedicated to getting people outside for their health, the health of communities, and the health of the outdoor industry. Through community investment and groundbreaking research, the Outdoor Foundation works with partners across the country to address equity barriers and help make the outdoors accessible for all. Visit outdoorfoundation.org for more information.
To learn more about Thrive Outside Western North Carolina, visit https://outdoorindustry.org/participation/thrive-outside/thrive-outside-wnc
Thrive Outside Western North Carolina is sponsored by:
North Carolina Department of Commerce
Outdoor Foundation
The VF Foundation
Morrison Family Foundation
