While Howe Caverns marked its 80th anniversary of re-opening to the public throughout 2009, the year also brought with it plans for the future.

A new re-branding program was created by Smith & Jones of Albany for the Caverns that invites everyone to Go Underground! It was named one of the top 100 re-brands in the world by Rebrand 100 Global Awards. The new video of Howe Caverns, produced in conjunction with the 80th anniversary, captured an Award of Excellence in the 2009 Videographer Awards. The video, which features the reminiscences of former local employees, is available on DVD in the Howe Caverns Gift Shop.

Howe Caverns greeted television crews, including one from American Choppers. Orange County Choppers' Teutul family created a cave-themed bike for Howe Caverns. Paul Teutul Sr., Paul Jr. and Michael visited the Caverns for the program that aired on the Learning Channel. The History Channel also filmed at Howe Caverns, with footage to be used in a special called, "The Real Face of Jesus?", which aired just before Easter in 2009.

One more television show featuring Howe Caverns included in an episode for Rachel Ray's Vacation, which depicted the making of our homemade fudge in our Sweet Shop.