In 2016, when Michele Moure-Reeves first accepted the position of Executive Director of the
Hardy County Convention and Visitors Bureau (HCCVB), she did not know exactly what to
expect with her new job. But sometimes the fuzziest of notions turns into the most rewarding
experiences. Now, eight years later, she’s been chosen by WV Living Magazine as the Potomac
Highland’s Community Champion, an annual award in which someone from one of the nine
regions of West Virginia is awarded for their hard work in encouraging and promoting
destination development. It’s a well-earned recognition for the last several years of dedication
Michele has poured into Hardy County.
Michele initially went to school for art at Maryland Institute College of Art, which then
developed into a graduate degree in American Studies from the University of Maryland College
Park. For a short time she put this degree to work as an arts administrator until she moved to
West Virginia in 1994 to operate an inn with her husband, which they ran for 20 years. It’s an
intriguing backstory for someone who would go on to run the HCCVB, a position that requires
not only administrative chops and artistic vision and carry-through, but the understanding of
having one’s hands deep in the hard work of hospitality.
There are 38 CVBs in West Virginia, each comprised of dedicated tourism professionals like
Michele. The main responsibility of these organizations is to support the tourism industry
through education and marketing in their county, region, and ultimately the state. Depending on
what county an individual CVB serves, and what assets the county has, the directors help to grow
and market tourism opportunities.
Each project that Michele has had the pleasure of kick-starting has been accomplished by
working with an existing or new community organization. The projects have been made possible
through these community partnerships and supported by grants that have helped the projects
thrive. The Hardy County Historic Schoolhouse Trail was created by an AmeriCorps member
who founded the Mountain Heritage Folk School and now manages the trail (and is working on
the African American burial sites project). The Lost River Educational Foundation manages the
Hardy County Barn Quilt Trail with 14 quilts now installed throughout the county, and the Lost
River Trails Coalition was formed to establish mountain bike trails in Lost River State Park (they
also launched the Cryptids, the youth mountain bike team). These independent organizations and
their projects continue to evolve under the direction of their own leadership, building on the
network of varied tourism assets in Hardy County.
Before Michele’s hiring, the HCCVB’s role wasn’t completely understood, nor entirely utilized.
This situation has been changing as Michele and the Board have strengthened ties within the
county, region, and state. They now regularly communicate with Hardy County's many tourism
organizations, sites and programs as well as town and county officials, the business community,
educational institutions, and regional CVBs. Building a stronger local tourism industry and
creating a presence for Hardy County within the state is also dependent on maintaining
connections with related statewide organizations and nonprofits, funding sources, and the WV
Department of Tourism.
The progress to date and the growth envisioned is being made possible by the increase in
overnight guests staying in the many lodging facilities in Hardy County. The tax revenue paid by
these visitors has provided increased revenue for the county and municipalities as well as the
HCCVB. This achievement has made it possible to contract a Marketing Associate to assist
Michele in all levels of advertising, promotion, and community engagement. In 2023, the Board
of Directors developed a new strategic plan. With the input of the community, the organization
established goals to move forward. Intending to revisit the plan later in 2025, Michele and the
Board would like to see further investment in partnerships to nurture tourism while maintaining
the character of Hardy County, increasing community development projects, and expanding
marketing efforts.
Most recently a special project in Moorefield has demanded a significant amount of brain power
and labor between the HCCVB, The Town of Moorefield, the Hardy County Commission, and
the owner and crew of TMIC, Inc. The Robert Higgins House was leased to HCCVB by the
Town as a potential visitors center and permanent office space, something that the organization
lacked since its inception. When considering how the space should be managed, the idea came
into being of a museum in the historic structure and the visitors center in two new additions.
The builder of the cabin, Robert Higgins, became the inspiration for a space that honors not only
the life of the man but also the history of log cabins and the historical events taking place at the
time in Moorefield and beyond. The museum will have timelines that trace the stories of the
Indigenous Peoples who were here before Higgins and the overarching timeline of the fight for
American independence. All of this will be told through the lens of one man whose life is part of
the tapestry of the county’s–and the country’s–history.
The Hardy County Travel Information Center and Robert Higgins House Museum is an
ambitious project that has experienced many set-backs but is now moving forward. Occupying a
significant amount of Michele’s time, the project has brought her past experiences and education
into play with knowledgeable consultants and with the county’s and town’s incredible insight and
generosity. Michele’s contributions, in addition to the project’s planning and oversight, have
included writing grants to support the historic restoration of the Higgins House and the creation
of the museum and visitors center. The HCCVB is developing an educational opportunity for
area students and will maintain regular hours to draw visitors, both local and out-of-state, to
learn about the connection of our rural history to the growth of our country and to appreciate all
that Hardy County has to offer.
The primary artifact of the museum will be the house itself, and the interpretive displays will tell
the story – but we are looking for additional information. If there is anyone in the community
who has any knowledge, photographs, documents, or artifacts that may be applicable to this
museum, Robert Higgins, the Indigenous People who inhabited this area, and the history
surrounding the house itself, please contact the HCCVB at visithardy@gmail.com. And for
anyone looking to support this project (as well as those of other local organizations and tourism
sites), volunteering is a wonderful option. In the future, the museum will rely on
docents–volunteers who are enthusiastic to learn about this history and have a desire to share it
with others.
In addition to Michele’s award, several Hardy County businesses won “Best of WV” recognition
in this year’s contest and, like all the county’s businesses, deserve our continued support. The
resounding theme of the HCCVB may well be the belief that a “rising tide lifts all boats” and that
support of our businesses serves to enrich the quality of life of our community. As a working
artist, Michele recognizes the benefits of such support and the importance of finding one’s
community, which she has accomplished in Hardy County. Michele will continue to make it a
home she’s happy to be part of and excited to share with others who wish to experience this rural
land, the traditions of its residents, and the beautiful mountains we all love.
