Mention the James River and most people will associate it with downtown Richmond or Jamestown. The river actually begins in Botetourt County at the confluence of two other rivers. The portion that runs through the Blue Ridge Mountains is the most unspoiled and scenic stretch of the river’s nearly 350 miles.

Mikula-Harris developed the branding for the Upper James River Water Trail and helped market this natural treasure to both local residents and out of town visitors. The goal was to ensure that visitation and good stewardship go hand in hand.

In recent years, the Upper James River Water Trail has expanded into neighboring Rockbridge County. Outfitters, fishing guides and camping areas have emerged to serve visitors, proving that economic development flows from good tourism promotion.