Heidi Prior

Heidi Prior is part of the team at WVU’s Brad and Alys Smith Outdoor Economic Development Collaborative, where she leads efforts to grow West Virginia’s outdoor economy by supporting small businesses and spearheading the launch of the state’s Outdoor Business Alliance.

Before joining WVU, Heidi served as a Certified Business Advisor with the West Virginia Small Business Development Center. In that role, she guided entrepreneurs across the state through every phase of business growth—from strategic planning and marketing to funding and financial management. Her work with small businesses, particularly in tourism and recreation, laid a solid foundation for her current focus on advancing West Virginia’s outdoor industry.

Heidi brings over 25 years of outdoor industry experience and a B.S. in Recreation Management from Arizona State University. Her career includes guiding whitewater trips across the U.S., Norway, and New Zealand; serving as a river ranger on Colorado’s Arkansas River; working at ski resorts in California and Colorado; and leading marketing efforts for one of the country’s top whitewater rafting companies—based right here in West Virginia. She’s also contributed to national initiatives with America Outdoors and Miles Media, advocating for the outdoor industry and supporting state-level tourism marketing.

Originally from the Midwest, Heidi has proudly called the New River Gorge home since 2005. These days, you’ll find her paddleboarding, hiking with friends, van camping, skiing, and adventuring with her son—who’s already proving that a love for the outdoors runs in the family. She cheerfully (and proudly) admits that she can hardly keep up with him.