Wrong Way Brand Activation Case Studies

Brief: VF Corporation spent a week at Wrong Way in August 2025 for a service-focused team building trip working on Hurricane Helene clean-up efforts and hosting meetings, meals, and a press event on property.

Testimonial: “Staying at Wrong Way River Lodge & Cabins was the perfect home base for our inaugural Service Trip in Asheville. We took over the entire property for the week, and it offered the ideal space for reflection, connection, and rest after full days of volunteer work. Shelton, Joe, and their team have created something truly special — every detail is thoughtfully designed with intention and community in mind. What makes Wrong Way so unique is that you don’t have to seek out the local culture; it’s woven into the experience. Just by showing up, you feel immersed in the spirit of Asheville. The team was incredibly accommodating and made us feel right at home. They were flexible and supportive in helping us create our ideal experience — from early breakfasts before hitting the trails, to transforming The Meadow into a branded experience, to room drops and late check-outs. They were a joy to partner with. We couldn’t imagine our trip to Asheville without Wrong Way Lodge. Their partnership was essential to what made this experience so unique — they helped us bring our story to life in a way that felt deeply connected to place and purpose.” —Shelby Carlson, Senior Manager, Employee Experience, VF Corp 

Unique Objectives:  

• Voluntourism Trip: the group wanted to actively participate in Hurricane Helene cleanup efforts in the Asheville, and Old Fort areas. 
• Team Building: as a first of its kind team building trip, they wanted to create experiences that helped the team further develop their relationships. 
• Press Conference + Outdoor Dinner: the culmination of the trip was an evening dinner and press conference to announce their donation to the newest chapter of Thrive Outside in WNC. 

Wrong Way Solutions:

• Wrong Way was the perfect basecamp for this team building week. The A-frame cabins provided the team the comfort of a vacation, and the catered meals + meeting spaces allowed them to plug back in and work together. 
• The Meadow provided an outdoor event space for their branded experiences and their press conference. The sunset, live music + bbq dinner made for a magical evening.