Mark and Bonnie

Bio

Mark and Bonnie Branciaroli

are a couple known for their contributions to West Virginia’s ski industry, as well as for their work as folk musicians and authors. 

Career Highlights
  • Ski Industry Promoters: The couple are native West Virginians who were solely responsible for the branding and promotion of the state’s ski industry, for which they have been inducted into the Snow Sports Museum of West Virginia Hall of Fame.
  • Musicians: They recorded a rare, private press rural folk psych album in 1979 titled Wandering In The Woods. Their music has been featured on various radio shows.
  • Authors: They co-authored the book Life in the Key of D: An eclectic Journey of Two Appalachians on a 70 year Odyssey. 
Mark and Bonnie Branciaroli’s lives have followed a unique trajectory from folk-rock musicians to major figures in West Virginia’s economic and community sectors.
Business & Marketing Pioneers
  • Media Specialists: In the 1980s and 90s, they acted as media specialists for major state initiatives, founding Ski WV Magazine and creating promotional content for Ski Pennsylvania.
  • Digital Entrepreneurship: They were among the first to transition from traditional print (publishing over 50 million tourism pieces) to the digital age, founding one of West Virginia’s first successful internet companies in 1993.
  • Campground Owners: Demonstrating their versatility, they also owned and operated a prosperous multi-acre farm and campground after years of living in a truck while touring as musicians. 
Musical Evolution
  • Rare Recordings: Their 1979 album, Wandering The Woods, is a “rural folk-psych” record that features unique instrumentation like mellotron and flute.
  • Zen (The Band): In 2003, they formed the jam-band Zen in Elkins, West Virginia. The group blends acoustic Americana with electric psychedelia and has hosted the Highland Jam Off festival on Labor Day weekends.
  • Nashville Sessions: Before their album, they recorded their first single in Nashville in 1979. 
Community & Service
  • Rotary Leadership: Bonnie has served as the Secretary/Treasurer for the Mountain State Rotary E-Club (District 7545), where she has led sessions on international initiatives like the Ukraine Disaster Response Fund.
  • Dual Residency: The couple currently splits their time between West Virginia and a hilltop home in Atri/Pineto, Italy, where they actively participate in the local expat and Italian community. 
Their 2025 memoir,

Life in the Key of D, provides a detailed account of this journey from “migrant worm-farm workers” to successful entrepreneurs. 
Mark and Bonnie Branciaroli’s career is a unique blend of rare folk artistry and international residency.

 

“Wandering The Woods” (1979 Album)
This ultra-rare private-press record is celebrated as a “folk-psych” gem. Its tracks range from traditional folk standards to original compositions:
  • Side A: Features “Coo Coo,” “Irish Jig,” “Shenandoah,” “Singin’ Sewin’,” “Morning Lullabye,” “Take A Load Off Yer Blues,” “Midnight Blues,” and “Bonnie’s Harp Song”.
  • Side B: Includes a “Shady Grove / Greensleeves” medley, “Grow Together,” and another medley containing “We Are The People,” “Country Water,” and “Do You Know I Love Her?”.
  • Production: Recorded in Tampa, Florida, the album is housed in a distinctive cover and is now a high-value collector’s item. 
Life in Italy (Abruzzo Region)
The couple splits their time between their native West Virginia and the Abruzzo region of Italy. 
  • Residency: They primarily live on a hilltop near the coastal town of Pineto, though they frequently visit the historic town of Atri.
  • Ancestral Connection: Their connection to the area is deeply personal; Mark’s grandmother was born in Atri before moving to West Virginia.
  • Integration: They are active in the local expat community, sharing advice and experiences through social groups like “Ciao Tutti!”. 
Community Leadership
  • International Service: Bonnie remains active in the Mountain State Rotary E-Club, where she serves as Secretary/Treasurer. She has led efforts for international relief, such as the Ukraine Disaster Response Fund.
  • Jam-Band Scene: Since 2003, they have led the band Zen, which organizes the Highland Jam Off festival in Elkins, West Virginia. 
For a deep dive into their evolution from touring in a truck to these international adventures, their memoir Life in the Key of D offers a cinematic account. 
Mark and Bonnie Branciaroli have spent decades shaping the cultural and economic landscape of West Virginia while maintaining a deep connection to their musical roots and ancestral home in Italy.
Ski Industry Branding & Innovation
  • Sound Consultants Inc.: After moving to Elkins in 1979, they established Sound Consultants Inc., the state’s first comprehensive design, advertising, and publishing agency.
  • “Ski West Virginia”: They were solely responsible for creating the brand identity for West Virginia’s ski industry, which led to their induction into the Snow Sports Museum of West Virginia Hall of Fame.
  • Media Ventures: They founded Ski WV Magazine and were among the first to launch a travel-related website in the state in 1993, effectively moving West Virginia’s tourism into the digital era. 
Musical Projects & “Zen”
  • Zen (The Band): In 2003, they founded the band Zen, which became a staple of the Elkins music scene. Their sound is described as “jam-band” style, mixing acoustic Americana with electric psychedelia.
  • Highland Jam Off: They host this annual music festival on Labor Day weekends, fostering a community of local musicians and fans in the Appalachian highlands.
Life in Abruzzo, Italy
The couple maintains a dual life between West Virginia and the

Abruzzo

region of Italy, near the coastal town of Pineto and the historic city of Atri. 

  • Italian Ancestry: Their connection is rooted in Mark’s heritage; his grandmother was born in Atri, a “Calanchi” (eroded clay hills) region known for its unique natural beauty.
  • Community Integration: They are active in the local expat community, contributing to groups like “Life in Abruzzo” and “Ciao Tutti!” to help other foreigners navigate life in Italy. 
Memoir: Life in the Key of D
Their 2025 memoir,

Life in the Key of D: An Eclectic Journey of Two Appalachians on a 70-Year Odyssey, details their transformation from “migrant worm-farm workers” to successful entrepreneurs and world travelers. 
Mark and Bonnie Branciaroli integrated their business acumen into their personal life, moving from branding an entire state’s industry to reclaiming their heritage in Abruzzo, Italy.
Marketing Strategies for West Virginia
The Branciaroli’s used a “multi-platform” approach decades before it was industry standard:
  • Centralized Branding: They pioneered the “Ski West Virginia” identity, unifying separate resorts under a single, powerful state brand to compete with Western U.S. destinations [1].
  • Sound Consultants Inc.: Through their firm, they became the first to provide a “full-service” agency model for Appalachian tourism, handling everything from photography to media buying [1].
  • Ski WV Magazine: They founded this publication as a high-quality “lifestyle” tool, distributing over 50 million pieces of promotional material to showcase the state’s rugged beauty to upscale markets [1, 2].
  • Early Web Adoption: In 1993, they launched one of the state’s first travel websites, transitioning West Virginia’s winter tourism from traditional print to global digital accessibility [2]. 
Italian Lifestyle & Ancestral Research
Their “retirement” in Italy is an active pursuit of their roots in the Abruzzo region:
  • AtriThe Calanchi of Atri: They reside near the historic town of

    , a place Mark’s grandmother called home. The area is famous for its Calanchi (dramatic clay-soil erosion formations) and proximity to the Adriatic Sea at Pineto [1, 3].

  • Cultural Immersion: Rather than staying in “expat bubbles,” they are active members of local Italian and expat communities, frequently engaging with platforms like Life in Abruzzo to share insights on the region’s traditions and history.
  • Ancestral Connections: Their move was driven by a deep desire to reconnect with Mark’s Italian lineage. They have documented this journey of tracing records through local Italian archives to understand the lives of the ancestors who immigrated to West Virginia [1, 3].
  • Rotary International: Bonnie continues her service from Italy as an officer for the Mountain State Rotary E-Club, bridging her Appalachian and Italian lives through global humanitarian work [3]. 
Their memoir, Life in the Key of D, serves as the definitive source for how they balanced these two vastly different worlds.