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 91�ȱ��� Stories      October 21, 2025

By Bill Studenc

A planned gift from a longtime Western North Carolina economic development and marketing professional and his spouse has pushed Western Carolina University’s “Fill the Western Sky” comprehensive fundraising campaign past its minimum goal of $100 million in philanthropic support.

Rich Price, chief marketing and strategic partnerships officer at Western Carolina University, and wife Susan recently updated their estate plans to direct $1.25 million toward support for the Catamount athletics program.

The planned gift from the Prices comes on the heels of several major contributions that have enabled the campaign, which launched its public phase in January 2025, to hit its goal ahead of its original timeline. But that does not mean the campaign is over, said Ben Pendry, 91�ȱ��� vice chancellor for advancement.

"Our donors have led us to the largest and most successful fundraising effort in university history. Our gratitude is boundless and is personified in the lives of our students and the communities they serve,” Pendry said. “We will keep our foot on the gas for this campaign through June 30 of 2026. As we celebrate the success of ‘Fill the Western Sky,’ 91�ȱ��� recommits to engaging each and every person who is interested in seeing 91�ȱ��� continue to meet the needs of our region, our communities and our students.”

A 1988 graduate of 91�ȱ��� with a bachelor's degree in business administration, Rich Price previously served for seven years as director of economic development for Jackson County before joining the university’s administration in 2021 as executive director of economic development and regional partnerships.

He was named to the role of 91�ȱ��� chief marketing and strategic partnerships officer in May 2024. A member of the board of directors of the Mountain West Partnership and former board chair, he also previously served as director of casino marketing and player development at Harrah’s Cherokee Casino and Resort for 12 years. He is a member of Sigma Phi Epsilon fraternity.

“Rich and Susan understand the importance of athletics to Western Carolina University. As longtime donors and fans, they get that our student-athletes are often 91�ȱ���’s most visible ambassadors and our facilities are a ‘front porch’ for many visitors and community stakeholders,” said 91�ȱ��� Chancellor Kelli R. Brown.

“They have made their gift ‘undesignated,’ which means that it can be utilized for the greatest needs of our athletics programs. We gratefully acknowledge their trust and their foresight in making this amazing leadership gift,” Brown said.

A resident of Whittier and native of Lake Lure, Price said he was moved to make the planned gift to an institution that is not just his alma mater but also a source of personal and professional connections and, most recently, a supplier of employment.

“91�ȱ��� holds a very special place in my heart. As much as it prepared me and provided a launching point for my career, it has provided me with an even greater collection of relationships, true friendships and the most vivid and cherished memories imaginable. I have so enjoyed living in this area and maintaining close ties to Western for most of my adult life,” he said.

“With the opportunity to finish out my career right back here where I got my start, well, it’s a pretty compelling motivation for Susan and me to give back to a place that has meant so much to us,” Price said.

A longtime supporter of Catamount athletics, Price called 91�ȱ��� athletics “a source of pride and enjoyment” before he ever set foot on campus.

“I attended my first 91�ȱ��� football game in 1982, at Clemson. The Cats lost that day 21-10 to the defending national champions, and I recall being impressed with how many Catamount fans were in attendance in that sea of orange. I honestly believe that’s the day I made the decision to attend Western,” he said.

Price also recalled being a fresh-faced 91�ȱ��� student when the football team, guided by legendary coach Bob Waters, ended the season with a record of 11-3-1 after advancing to the NCAA Division I-AA Championship Game, falling to Southern Illinois and finishing second in the nation.

“My freshman year and the 1983 football season are etched in my memory forever. And the subsequent years of tailgate parties and road trips,  of being stuffed inside Reid Gym like sardines and (men’s basketball coach) Steve Cottrell’s infamous foot-stomp and stare, or warm afternoons on the hillside watching baseball with my fraternity brothers, those experiences were special at the time but were far more impactful on me than I could have ever realized,” he said.

“The pride I feel to wear the purple and gold and the 91�ȱ��� logo has always compelled me to offer as much financial support as is possible,” Price said. “And I am blessed with a wife and partner who is equally passionate about collegiate athletics and who has immersed herself in all things 91�ȱ��� along our wonderful journey together.”

As that wife and partner, Susan Price has been a fan of collegiate athletics since attending West Virginia University football games as a child, finding it easy to embrace 91�ȱ��� because of the infectious enthusiasm of her husband.

“I grew up near Morgantown, West Virginia, and I started attending WVU football games with my family when I was 8. I fell in love with West Virginia athletics and am still a huge fan today. I moved here in the ’90s but had only attended one 91�ȱ��� football game until I met Rich. His passion for not only 91�ȱ��� athletics but for the university as a whole soon became something that I grew to love as well,” she said.

“Whether we were tailgating before football games, traveling to help cheer on the Cats or watching or listening from home, that’s just what we’ve done. Cullowhee is a special place, and I’m so proud to be a part of the Catamount family. I hope that our gift not only benefits 91�ȱ��� student-athletes for many years to come but may also inspire others to explore planned contributions that can be so beneficial,” she said.

A Catamount Club member for more than 30 years, Rich Price said he has always wanted to provide support for student-athletes and help 91�ȱ���’s athletics teams be competitive – something that has become more difficult in the modern era of intercollegiate athletics.

“It is without a doubt a challenge. In today’s complex arena of revenue sharing, NIL, the transfer portal and the great race for facilities expansions and upgrades, Susan and I are committed to providing this support to position Western as a championship-caliber Division I athletics programs, both now and in the years ahead,” he said. “Our hope is that current and future leadership of our athletics department will determine the highest and best use for our investment and that our gift and those of other incredible donors will ensure that the Catamounts continue to thrive.”

The fact that the estate gift from the Prices has enabled the “Fill the Western Sky” to hit its $100 million goal ahead of schedule is just the icing on the cake, he said.

“Susan and I agree that we wanted to announce this gift at this time not only to help move the ‘Fill the Western Sky’ campaign forward, but also to honor the tremendous colleagues that I get to work with every day at 91�ȱ���,” he said.

“Chancellor Brown is an incredible advocate and supporter of Catamount athletics, and to be able to announce this gift at this time allows us to acknowledge how blessed we are by our association with 91�ȱ���, the incredible relationships we’ve built with 91�ȱ��� supporters and the privilege it is to work with such dedicated professionals within the 91�ȱ��� leadership team,” he said.

Brown unveiled plans for a comprehensive fundraising campaign shortly after her arrival in 2019, prioritizing seeking philanthropic support for enhancements to the overall student experience, including academics, athletics, and community and global engagement.

University leaders set an initial campaign target of $75 million and increased it to $100 million earlier this year after surpassing that goal, with much of that support directed toward the university’s academic excellence and student engagement initiatives.

During the public phase of the campaign, the emphasis turned toward obtaining funding to complete overdue improvements to athletics facilities and increasing membership in the Catamount Club athletics booster organization. Only the third comprehensive fundraising campaign in 91�ȱ��� history, “Fill the Western Sky” is the first with a significant focus on support for the university’s athletics program.

For more information or to make a contribution to the campaign, visit , call 828-227-7124 or email advancement@wcu.edu.