History Of Tamarack

History of Tamarack

Tamarack: The Best of West Virginia is the nation’s first showcase of handcrafts, fine art and regional cuisine.  It comprises more than 59,000 square feet of retail space, working studios for six resident artisans, a fine art gallery, a theater, and A Taste of West Virginia food court, with an additional 22,500 square feet of meeting space in the Tamarack Conference Center.

A visionary governor, Gaston Caperton, set the stage for Tamarack’s conception in his first inaugural address on January 16, 1989, calling for “a great partnership of West Virginians” to work together for their common good.  That year, the West Virginia Legislature challenged the new Parkways Economic Development and Tourism Authority to cultivate West Virginia’s tourism industry, create new jobs and enhance West Virginia’s image.  Colonel Billy Gavan, the general manager of the Parkways Authority, took the mission to heart. 
 

In October 1989, the Parkways Authority issued a $143 million bond; a small percentage was set aside to upgrade rest areas along the turnpike, and concession revenues from these – not toll revenues or tax dollars – were to fund tourism and economic development projects.  The Parkways Authority decided to develop a 100-acre tract of land adjacent to the Beckley rest area.

The Road
The first of the renovations, at Morton, were nearly finished when Cela Burge was hired.  As the new director of Economic Development and Tourism, she had an idea to connect West Virginia craftspeople with turnpike travelers.  When Cela suggested to the Authority’s Board of Directors that West Virginia products be sold in the new service plazas, the board agreed to the idea.  Nobody expected much to come of it.  But, the crafts were a big hit.  They were equally as popular at the upgraded Bluestone Service Plaza when it reopened in 1991.  Accordingly, when the Princeton Welcome Center opened in October 1992, it included a showroom for West Virginia products.  During its grand opening, complete with musicians and a big pot of apple butter cooking, Governor Caperton told David Dickirson, a member of the Parkways Authority’s  Board of Directors, that it would be wonderful to have a place with that type of atmosphere every day of the year.  Thus, the idea for Tamarack was born.

During the next six months, Burge and her helpers met with craftspeople far and wide; outlined a strategic marketing plan for developing the new center; began searching for architects; expanded warehouse facilities; and planned fact-finding visits to art and craft centers in several states.   Dickirson approached Rod Stoner, director of food and beverage services at The Greenbrier, about providing their expertise.

A Design and A Name
In May 1993, five architecture firms presented proposals.  Although all were impressive, Clint Bryan and his associates, Doug Bastian and John Harris, won the project.  Their proposed design was arresting, innovative and eminently functional.  A Beckley firm, Radford and Radford, won the construction contract.

Tamarack was named in the late spring of 1993.  Burge approached several advertising agencies including The Arnold Agency in Charleston.  Linda Arnold, a Beckley native, and her creative team of Dick Allowatt and Carrie Stollings proposed the name of a tree, also called the American larch, known for its qualities of strength, beauty and versatility.

Organizing Artisans
Meanwhile, Cela Burge and her associates were meeting and learning from another group of people who were integral to the project – the artisans.  As artisans juried their crafts, some were accepted, but of course, some were not.  The jury process then, as it is today, included a one-on-one tutorial of instruction of how to improve.

Artisans were also involved in the construction of Tamarack.  If an element of the building could be handcrafted, it was.  West Virginia artisans began creating structural elements – and making money – a year before visitors ever touched Tamarack’s handcrafted door pulls.

The Challenge
From the first, Tamarack – both the building and the concept of a centralized marketing system – aroused strong reactions. Governor Caperton consistently voiced high hopes for Tamarack.  And in October 1994, The Crafts Report devoted its cover feature to “West Virginia’s Bold Experiment.”  A few months later, the national publication honored the Parkways Authority with its Crafts Consciousness Award.

Building a Dream
At the official groundbreaking on August 8, 1994, visitors sampled food from The Greenbrier, including the fried green tomatoes that have become a signature of Tamarack.

Behind the scenes, Tamarack’s staff and jurors continued their work.  Artisans who passed the jurying process then received an initial order.  For some, it was the largest order they had ever received.  By June 1995, Tamarack had placed orders with more than 900 artisans.  By the end of 1996, more than 1,300 West Virginia artisans were selling their wares at Tamarack, over 450,000 people had visited, and sales had topped $3.3 million.  In December, the one-millionth visitor walked through the doors.

Tamarack’s popularity as a gathering place and the more than fruitful partnership with The Greenbrier sparked the idea of adding a conference center. The grand opening for the Tamarack Conference Center was held on June 20, 2003.  

Tamarack has continued to grow.  Over 2,800 artisans from all fifty-five counties have become part of the Tamarack family.  Gross revenues have topped $78 million and purchases for goods and services have exceeded $65 million.  And as of June 30, 2007, Tamarack had enjoyed almost 5.2 million visitors.

This history was created from excerpts of Tamarack at Ten by Colleen Anderson.