Eastern Kentucky: Changing the Narrative and Entering Their Growth Era

Eastern Kentucky has long been known for its breathtaking landscapes, close-knit communities and deep-rooted traditions. But thanks to the efforts of Shaping Our Appalachian Region (SOAR) and dedicated individuals like Latasha Friend, the region is now gaining national attention for something else: its unmatched hospitality and a growing movement to welcome new residents. Their commitment, alongside the support of invaluable partners including the Appalachian Regional Commission, the Kentucky General Assembly, Corbin, KY, the Harlan County Fiscal Court, the Hyden-Leslie Chamber of Commerce, Kentucky Power, One Clay County, One East KY, and Somerset-Pulaski Economic Development Authority is strengthening Eastern Kentucky’s future.

A New Chapter for Eastern Kentucky

For years, Eastern Kentucky faced an uphill battle due to the decline of the coal industry, forcing many residents to seek opportunities elsewhere. Coal jobs plummeted by 30% in 2012 alone, stripping more than $1 billion from the regional economy and leaving many counties projected to lose at least 10% of their population by 2050. However, with the rise of remote work and an increasing interest in small-town living, local leaders saw an opportunity to change the narrative.

Enter Latasha Friend, the Eastern Kentucky Remote Manager at SOAR, a nonprofit focused on improving the Appalachian Kentucky economy, Friend is leading the charge to invite and welcome new remote workers through Eastern Kentucky’s MakeMyMove campaign. Under her leadership, the initiative has expanded from four counties to 34, drawing more than 5,500 applications from people eager to call Eastern Kentucky home.

“We’ve always been told that you have to go somewhere else to be successful,” Friend said. “But over 5,500 people have applied to move here. That should give us hope. We live in an amazing part of the United States.”

Rolling Out the Red Carpet

Friend’s approach is anything but transactional. She goes beyond logistics—personally connecting with movers, helping them find housing, and even sending handwritten holiday cards with Appalachian recipes to make them feel at home.

“I had a bakery for over 10 years, and one thing I learned is to treat every client that came in like they were the only client I was ever going to have. I treat all of our applicants the same way,” Friend said. “It’s no different than when a community rolls out the red carpet for a new company coming into town that’s going to bring new jobs and add to the local workforce, so I make sure I roll out the red carpet for each potential mover. If you need help with an itinerary, if you want me to show you around myself and drive you in my car, take you to lunch and introduce you to locals, I’m going to do that as well.”

Her dedication is fueled by a simple mantra: “Appalachia all day, every day.” For Friend, this isn’t just a job—it’s a mission to showcase the strength, warmth, and opportunities that Eastern Kentucky has to offer.

A Community That Cares

What sets Eastern Kentucky apart is its deep sense of unity and generosity. When new resident Mario Meza relocated from Big Stone Gap, Virginia, with his wife and six children, he experienced this kindness firsthand. After severe flooding threatened his home, Friend checked in on him, and his response left her speechless.

In an email, Meza described the community’s response as “the embodiment of agape love coupled with military precision.”

This sense of personal investment extends beyond just Friend. She says her job is made easier when new residents arrive because she can rely on the community to just do what they always do—take care of each other.

“You probably have about four to five people stop and ask if you’re okay if your car breaks down on the road,” Friend said. “There’s not a moment you should feel alone in a community like Eastern Kentucky.”

Whether it’s rallying volunteers to help unload a moving truck (even Congressman Hal Roger’s office assisted with this one) or responding to a weather emergency, Eastern Kentucky proves time and again that care for community is at its core.

Affordable Living, High Quality of Life

Eastern Kentucky is becoming an increasingly attractive destination, offering outdoor recreation like hiking, rock climbing, and underground kayaking. Homeownership is attainable, the cost of living is lower, and broadband access is expanding for remote workers.

“We have space, nature, and plenty of outdoor activities,” Friend said. “We have tight-knit communities, but we also have modern amenities, good schools, and broadband internet access for remote workers. You don’t have to choose between affordability and quality of life—you can have both here.”

Shannon McOsker is someone who recently relocated to the area and agrees, “I can walk out my door and be in the Daniel Boone National Forest in 10 minutes,” McOsker says. “The fall colors are spectacular. And we’re just 30 minutes from Cumberland Falls, which is one of the most beautiful places in the country. The people of Eastern Kentucky are truly kind and caring.”

Breaking Stereotypes

Eastern Kentucky is often misrepresented in mainstream media, reinforcing outdated and inaccurate stereotypes. Many assume the area lacks opportunity, diversity, or modern infrastructure. But as Friend points out, nothing could be further from the truth.

“The idea that we’re all uneducated or stuck in the past is just wrong,” she said. “We have top healthcare facilities, excellent schools, and a growing job market. We have people from all walks of life moving here and thriving. Our community is diverse in thought, background, and opportunities.”

Adding to this diversity is the University of Pikeville, which attracts students from various backgrounds and enriches the local culture. Events like pet-friendly gatherings and cultural festivals continue to bring people together in unexpected ways, showcasing the region’s welcoming spirit.

Changing these misconceptions has been a personal mission for Friend. By sharing the stories of those who have found success and happiness in Eastern Kentucky, they are proving that the region is not just a place to live—it’s a place where they will experience a better life.

For new resident Pedro Morgado, who moved from Florida, the transition has been a positive one. “I like the spirit of the people here,” he said. “The reliable internet, the efficient county response to winter weather, and the warmth of my new neighbors make this place feel like home.”

A Bright Future Ahead

Looking ahead, Friend has big plans. She hopes to collaborate with developers to build more housing options and expand job opportunities for incoming residents.

“I would really like to work with a housing developer to see if we can't get a new build for a family that's looking to move in. That's one of my personal goals. I think that would be really interesting and something we could highlight on a national level.”

With dedicated leaders like Friend and a community that genuinely cares, Eastern Kentucky is proving that success doesn’t mean leaving—it means building something great right where you are. For those looking for a fresh start, this region offers more than just an affordable home—it offers a family, a future, and a place where people stand by you, lift you up and make you feel at home.