The Future of Roadway Travel
By Suze Parker, Contributing Author
Stretching 88 miles through the rugged beauty of the Appalachian Mountains, the West Virginia Turnpike is a critical connector between the state’s central and southern counties. Heavily traveled by commercial trucks and out-of-state visitors — who make up roughly 75% of its traffic — the corridor plays a vital role in regional mobility and tourism.
While the original travel plazas had long served the needs of turnpike travelers, evolving expectations around convenience, comfort and amenities presented an opportunity to reimagine what these facilities could offer.
As the existing concessionaire agreement approached its end, officials at the West Virginia Parkways Authority (WVPA) saw an opportunity to do more than simply replace the aging infrastructure. They envisioned a network of travel plazas that could elevate the entire driving experience — welcoming, modern and designed with intention.
To bring this vision to life, WVPA partnered with HNTB to lead the design of the new facilities, oversee construction and contract administration, and support the selection of a new concessionaire.
“A core goal for WVPA was to make these travel plazas a destination,” said Taylore Keller, HNTB design principal. “They wanted the facilities to be a representation of the state’s hospitality-driven personality.”
The project was completed in two phases. Phase 1 was dedicated to two facilities — the Beckley Travel Plaza, the turnpike’s signature destination, and the Bluestone Travel Plaza, located at the tollway’s southern edge — which reopened in December 2024 and January 2025, respectively. Phase 2 of the project will focus on rebuilding the Morton Travel Plaza, nestled at the base of a mountain along the northern part of the tollway. Its reopening is anticipated in 2027.
“Our new travel plazas represent more than just a place to refuel — they’re a reflection of West Virginia’s spirit of hospitality, innovation and pride in our natural beauty,” said Andy Hambrick, WVPA highway production manager. “By investing in meaningful design and modern amenities, we’re not only enhancing the travel experience but also supporting local communities and showcasing what makes our state truly special. We’re already seeing the impact with more visitors, more local engagement and a stronger sense of place for everyone who passes through.”
Invoking Nostalgia
The idea of designing new facilities reminiscent of a bygone travel era emerged early in WVPA’s visioning meetings. The design team was inspired to evoke the early days of American travel and iconic roadside architecture, according to Matthew Hallett, HNTB design director.
“There was this idea of creating a beacon — something visually striking that would catch the traveler’s eye and draw them in. That was the spark,” Hallett said. “We set out to reimagine that nostalgic spirit in a modern, relevant way that reflects how people experience travel today.”
The design of the travel plazas draws inspiration from the golden age of American road travel, echoing the bold forms and optimism of mid-century roadside architecture. Floor-to-ceiling windows flood the dining and retail areas with natural light, while striking, 30-foot-high canopies with dramatic overhangs create a memorable silhouette above the fueling stations — both functional and iconic elements that capture the spirit of the open road.
Exceptional Experiences
Informed by extensive research and benchmarking, the team drew inspiration from European travel plazas to create a convenience-driven concession space that also delivers a memorable architectural experience.
At Beckley, that vision comes to life through a grab-and-go food and beverage area designed not just for speed, but for an immersive experience. Visitors can circulate freely throughout the retail zone, which is fully integrated into the building’s architecture. This open layout is supported by robust back-of-house infrastructure, including expansive walk-in coolers that ensure operational efficiency without compromising design.
“The concessionaire worked as our counterpart from the early design stage,” Keller said. “They embraced the design vision, which differed from their traditional outfit of travel plazas and helped us to create an elevated dining and retail experience within the building. That collaboration produced a seamless, cohesive model that perfectly integrated with the rest of the building design.”
The restrooms continue to reflect that elevated approach. Designed for comfort and cleanliness, they feature soft, ambient lighting, integrated wash bars at every sink, solid-surface counters that minimize mess and thoughtful amenities like bag shelves, hooks and child safety seats in select stalls.
Beckley and Bluestone house a tourist information center, where WVPA staff members guide people to other destinations within the region or the state. An outdoor media wall projects lively photography that offers a glimpse into the adventures awaiting travelers in West Virginia.
Enhancing Safety
WVPA and HNTB advanced safety at the travel plazas by prioritizing ease of access and circulation for all vehicle types — cars, RVs, buses and trucks — while also expanding parking capacity.
“We reimagined the entire site layout to accommodate more truck and passenger parking, all while maintaining traffic flow and safety,” said John Swisher, HNTB project manager. “That meant going through several iterations of the design to ensure every vehicle could move through the site efficiently.”
To support this, the team employed auto turn analysis, a simulation tool used to model vehicle movements and optimize circulation patterns.
“We made sure that trucks could properly navigate, that they had enough room to park and that there were no conflicting movements,” Swisher said. “It was all about creating a seamless, safe experience for every traveler.”
A pedestrian-friendly path connects each car fueling island to its travel plaza, eliminating the need for pedestrians to cross through vehicular circulation and parking areas. Truck fueling stations, which are traditionally placed adjacent to car fueling, reside in an entirely separate area away from cars, preventing the need for pedestrians to cross truck lanes or for vehicles to pass through truck fueling areas.
Blending Natural Beauty into Design
West Virginia’s tourism industry centers on the state’s natural beauty, which beckons visitors to venture outdoors. Reimagining the travel plazas as windows to their surrounding landscapes, WVPA was focused on blending them into nature itself, creating oases for travelers to take in the local landscape.
A scenic overlook along a bluff at the Bluestone facility, for instance, allows visitors to gaze out onto rolling mountains. The Morton location will offer travelers a quiet respite space along one of the state’s few natural trout streams.
On a hill behind the Beckley facility is the WVPA-owned and -operated Tamarack Arts and Conference Center, a regional artisan shop and prominent destination for area visitors. A pedestrian path ties Beckley to the center, inviting visitors to venture up the hill to explore the local community asset.
Each travel plaza includes an outdoor dining area that creates opportunities for people to linger and take in the area’s splendor. The plaza buildings themselves are ornamented with wood and tumbled stone inspired by the West Virginia mountains.
Immediate Value
The travel plazas represent one of the more forward-thinking redevelopments of their kind — particularly within West Virginia and across the U.S. toll road industry.
“The travel plazas had immediate impact,” Swisher said. “For a soft opening of Beckley, we removed the ‘closed’ signs on the roadway, and within 10 minutes, the site was flooded with people. On any given night, the truck parking lot is completely full. The WVPA travel plaza reconstruction has created a branded traveler experience that benefits West Virginians and visitors alike to the region.”
The new travel plazas will also provide WVPA with an intangible return on investment by sparking economic growth within the communities where they are located.
“The travel plazas are setting a new standard for how toll customers are served,” Swisher said. “With their enhanced amenities, convenience, safety and overall experience, they offer a glimpse into the future of highway travel.” RB
Suze Parker is a public relations consultant who frequently writes about roads, bridges and other infrastructure projects.