West Virginia tourism office launches “Almost Heaven” brand licensing program

CHARLESTON, W.Va. — The W.Va. Department of Tourism has launched an Almost Heaven brand licensing program—an initiative officials say will give businesses new opportunities to tap into one of the state’s most recognizable marketing campaigns.

The program will permit the licensed use of its “West Virginia” logo, “WV” icon, the “Almost Heaven” and “Country Roads” scripts, and the popular wooden “Almost Heaven” swings on consumer goods, including apparel, accessories, and specialty merchandise.

Tourism officials say the expansion is aimed at meeting growing demand from local makers and retailers who want to feature the brand.

“I’m incredibly proud of the Almost Heaven brand and thrilled to see it continue to grow,” said Tourism Secretary Chelsea Ruby.

“We’ve seen a growing number of requests from small businesses eager to feature our brand on their products, and I’m excited to help make that possible. Thank you to all of our local artists and business owners who help us share what sets Almost Heaven, West Virginia, apart from the rest of the world.”

Lindsey Funk, who helps lead brand development for the department, said the new program provides entrepreneurs with a clearer and more accessible path to participation.

“We built this so small businesses could plug into the strength of the Almost Heaven identity without hurdles,” Funk said. “People want to wear it, share it, and make it their own, and this program finally gives them that chance.”

The Almost Heaven campaign, introduced in 2018 and inspired by John Denver’s “Take Me Home, Country Roads,” has become one of the state’s most successful tourism brands. Its marks have appeared on billboards, bus wraps, digital displays, print campaigns, and television spots across the country.

West Virginia State Parks have sold official merchandise for years, but officials say the new licensing effort represents a significant expansion, opening the door for a broader slate of products statewide.

Tourism leaders say the program is expected to roll out in phases, with additional guidance for participating businesses coming in the weeks ahead.

West Virginia State Parks have been selling official tourism merchandise for several years, and today’s announcement represents yet another step forward for the brand.

For more information on the licensing application process, click here.

How did “Almost Heaven” come to be?

“Almost Heaven” is a widely recognized phrase associated with the state of West Virginia, best known as the opening descriptor in the 1971 song “Take Me Home, Country Roads” by singer-songwriter John Denver and co-writers Bill Danoff and Taffy Nivert.

The phrase appears in the song’s iconic first line, “Almost heaven, West Virginia,” which helped cement the expression as a poetic shorthand for the Mountain State’s landscapes and cultural identity.

Its origin can be traced to the songwriting process in December 1970, when Danoff and Nivert began composing a piece that evoked an idealized rural America. Although the pair had not yet visited West Virginia, they were inspired by travel imagery, regional place names, and the phonetic appeal of “West Virginia” within the melody. When Denver later collaborated on the song, he encouraged shaping the lyrics into a vivid homage to the Appalachian region.

Following the song’s release in April 1971, “Take Me Home, Country Roads” became a commercial success and later an enduring cultural symbol. Over time, “Almost Heaven” emerged as a standalone phrase representing West Virginia in tourism campaigns, merchandise, institutional branding, and popular culture.

The West Virginia Legislature officially designated “Take Me Home, Country Roads” as one of the state’s official songs in 2014, further embedding “Almost Heaven” as a cornerstone of the state’s modern identity.