Photo Credit: David Hungate for the Roanoke Times.
Pete Eshelman, the director of outdoor branding for the Roanoke Regional Partnership, and Brett Marston, the current president for the Partnership, joined forces on an opinion piece that was published by the Roanoke Times following the June 6, 2021 Carilion Clinic Ironman 70.3 event. The story was written to highlight the decade-long effort led by the Partnership and Roanoke Outside to change Roanoke Region’s brand identity to an outdoor mecca. This narrative created a culture which now attracts world-class events like Ironman and will continue to spur economic success, business investment, talent attraction, healthier lifestyles, and tourism.
Below is the story as originally written by Pete Eshelman and Brett Marston.
Published by Roanoke Times on June 12, 2021.