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in specialization and are thus increasingly important to the economy of the region. In addition to the primary clusters, these emerging clusters are attractive areas for targeted development efforts. Workforce Challenges Workforce and Educational Assessment Another important step in creating an action plan for the region was a workforce and educational assessment. Human capital is a crucial element of any regional economic growth plan because companies looking to locate or grow in a region require a skilled workforce to meet the demands of their businesses. Overall, the analysis predicted that the Potomac Highlands region is likely to have an oversupply of lower-skilled workers entering the labor market each year and an undersupply of workers with higher skills. The region’s labor challenges over the next five years are thus twofold: providing enough jobs for lower-skilled workers while at the same time attracting workers with the necessary education to fill higherskilled job openings. The rural nature of the region is both a blessing and curse. Limited infrastructure such as broadband and cellular service may make attracting new residents a difficult task. However, workers may also be drawn to the rural lifestyle and outdoor recreation opportunities in the area. Local Stakeholder Input In order to understand the workforce, institutional and cultural needs of the Potomac Highlands region, the project team at WVU conducted interviews with business owners and other community leaders throughout the last half of 2018 and the beginning of 2019. Workforce issues were among the most prominent concerns among employers in the Potomac Highlands region. Many leaders agreed that specific knowledge-based skills were needed, particularly in the areas of machines, technology and math. However, most of the skills employers are looking for are those that are considered soft skills— communication, teamwork, reliability and the ability to get along with other people. Local stakeholders also identified a wide range of infrastructure challenges, and a lack of high-quality cellular phone service and broadband internet were considered significant barriers by nearly all of those who responded to the survey. Overall, the business owners, government officials and other community leaders interviewed expressed a great deal of commitment and value to locating in the Potomac Highlands region. Most value the quality of life found in the area, particularly its rural character and outdoor recreation opportunities, although some do view the area as too remote with few amenities they desire in a place to live. Making Recommendations Based on the economic data, cluster analysis, workforce and education information and the local stakeholder interviews, the project team recommended six strategic actions to enhance economic prosperity in the region: • Embrace the Potomac Highlands regional identity • Assist in recruiting and training the region’s workforce • Improve digital communication of economic development opportunities • Collaborate regionally on federal funding opportunities • Develop land use policies that incentivize housing and lodging growth • Target primary and emerging clusters for recruitment The action plan also recommends focusing economic development efforts on a regional basis. By embracing the fivecounty region as the Potomac Highlands in economic development efforts, countylevel decision making, state and federal level resource requests and tourism-related branding would provide a united front, thus increasing the area’s visibility in business, visitor and resident attraction efforts. A regional focus would also enable the region to be more competitive for federal funding opportunities based on preferential grant applications. Putting the Plan in Motion Now that the action plan for economic prosperity in the Potomac Highlands region has been completed, officials in the area have begun taking the next steps to implement the plan. According to Gene McConnell, president of the Pendleton County Commission, local officials met in February to evaluate and prioritize the recommendations. According to McConnell, economic development officials have begun to build on the Potomac Highlands regional identity in order to expand broadband availability in the area. Many of the challenges facing the Potomac Highlands region are not unique to this area but, rather, are common across West Virginia. This research can now serve as a template for action plans in other regions in the state that are faced with similar economic challenges. Currently the WVU Bureau of Business and Economic Research (BBER) is adapting the methodology in an action plan to help the Wheeling metropolitan area better target its economic development efforts. The BBER also intends to take this research statewide through collaboration with the West Virginia Development Office. • Editor’s Note: To read the full report, visit https://business.wvu.edu/bber. WWW.WVEXECUTIVE.COM SPRING/SUMMER 2020 29