During the Cambria Regional Summit Friday morning, speakers discussed the state of Cambria County’s economy and how to boost it using outdoor recreation.

The summit took place at the Frank J. Pasquerilla Conference Center in Johnstown. It was hosted by the county’s chamber of commerce, which now has a new name: Cambria Regional Chamber.

The keynote speaker, Pete Eshelman is the director of outdoor branding for the Roanoke Regional Partnership in Roanoke, Virginia. Roanoke also has roots in the coal and railroad industries, similar to Johnstown.

Eshelman described how Roanoke used its natural resources including rivers, lakes, mountains and trails to bring more people and jobs into the city. Since 2010, Eshelman said the city’s employment rate has increased and 13 new outdoor-focused companies have opened in the area. He also said the city has received national attention from magazines and television stations for its outdoor activities.

Eshelman said Greater Johnstown can do the same.

“This is a truly beautiful area too. The mountains, the rivers, the lakes. All of that. So how can you take that from being like wallpaper, something to look at and activate it, then leverage those to an economic gain,” Eshelman said.

The first step to branding Greater Johnstown as an outdoor recreational hub is to change the mindset of the people who live in the area. They need to be aware of the outdoor assets and how to access them. For example, hiking at state parks or whitewater rafting on the Stonycreek River.

After identifying the region’s recreational assets and marketing them to locals, the next step is to advertise Greater Johnstown’s outdoor image nationally, using newsletters, online marketing and hosting events.

“Ultimately, your goal is to turn your residents into your cheerleaders, your advocates, your ambassadors,” Eshelman said.

The Chamber formed a new alliance with Ebensburg Main Street Partnership and Northern Cambria Community Development Corporation, called Cambria Regional Partnership. They will meet once a month to talk about ways to build the region as a whole, including by promoting the outdoors.

“We really think of it as something the entire county can participate in because we have outdoor recreation from the northern to the southern part of the county,” said Mike Artim, President & CEO of Cambria Regional Chamber of Commerce.

Chad Gontkovic started the river tubing and rafting company Coal Tubin’ PA with his wife several years ago. Gontkovic grew up in Johnstown and left to travel. He said he came back to settle down because of the area’s low cost of living, quality of life and recreational resources.

“We’re believers in Johnstown and what it can be in the future,” Gontkovic said. “There’s world-class amenities right here in Johnstown that are just untapped.”