Entrepreneurs Compete for $35,000 in Prizes

Dominion Energy Innovation Center Executive Director Adam Sledd with 2024 Center Street Pitch Competition panelists.

The Dominion Energy Innovation Center (DEIC) and Downtown Ashland Association (DAA) are thrilled to announce the return of the Center Street Pitch Competition, a dynamic event designed to empower local entrepreneurs and ignite innovation. Set to take place on April 10, 2025, at the historic Ashland Theatre, this competition provides an exciting platform for aspiring business owners to present their ideas and compete for over $35,000 in prizes.

Encouraging Innovation, Strengthening Community

"The Center Street Pitch Competition is an incredible opportunity not just to support local entrepreneurs financially but to come together as a community to celebrate their innovative ideas," said Lou Keeton, Director of Operations with Downtown Ashland Association.

Now in its tenth year, the competition continues to drive economic growth by providing early-stage capital to promising businesses. "Through the Center Street Pitch Competition, we're celebrating ten years of empowering local entrepreneurs and igniting their innovative spirit with early-stage capital," said Adam Sledd, Executive Director of DEIC. "This year is particularly exciting as we partner with the Downtown Ashland Association to increase the prize pool and focus on a diverse set of Main Street businesses that make Ashland and Hanover a thriving community."

Who Can Compete?

Local entrepreneurs are encouraged to apply for a chance to win up to $10,000 in prizes. The competition will award winners in three categories:

All entrepreneurs in all industries are welcome to apply, with selection favoring SWAM businesses.

APPLY

Center of the Universe Business:

Open to businesses located within the Ashland Main Street District. First place wins $10,000, second place $5,000, and third place $2,500. The first-place winner also receives a complimentary Downtown Ashland Association membership.

APPLY

Hanover and Beyond Business:

Open to businesses in the Town of Ashland, Hanover County, and the greater Richmond Region. First place wins $5,000, second place $2,500, and third place $1,500, with the first-place winner also receiving a DEIC membership.

APPLY

Agriculture & Forestry Business:

to farm and forestry businesses in Hanover County and the greater Richmond MSA. First place wins $5,000, second place $2,500, and third place $1,500, with the first-place winner also receiving a DEIC membership.

APPLY

How to Apply: Entrepreneurs can apply by completing a brief application and submitting an executive summary of their business plan. Applications are due by 5 PM on March 19, 2025. Apply today!

Event Details: The Center Street Pitch Competition will be held on April 10, 2025, at the Ashland Theatre from 6 PM – 8 PM. Doors open to the public at 5:30 PM, and attendees are encouraged to come and cheer on local entrepreneurs as they showcase their innovative business ideas.

This competition is a testament to the ongoing commitment of DEIC and DAA to support small business owners with mentorship, networking, and education year-round. For more information and to apply, visit www.ashlandvirginia.com/pitch

PlayRVA’s Firetruck Experience Rolls into Ashland Train Day!

Ashland Train Day is about to heat up—literally! On April 26, from 11 AM to 4 PM, visitors to the 21st annual Ashland Train Day will have the chance to ride in style with PlayRVA’s Firetruck Experience. Stationed on Thompson Street and making its way around Ashland Town Hall, this unique attraction offers an interactive adventure that transforms an ordinary day into an extraordinary experience.

From Touching to Touring: A Hands-On Firetruck Adventure

While the popular Touch-a-Truck attraction at Ashland Train Day lets guests get up close to massive machines, PlayRVA takes the excitement a step further by inviting attendees to climb aboard and experience a firetruck in motion! Taylor Pace, owner of PlayRVA, shares his enthusiasm: “This gives kids a hands-on experience inside the trucks, letting them feel what it’s like on the road! It’s a rare and unique opportunity only we offer.”

But the PlayRVA Firetruck Experience isn’t just about the ride—it’s about the full package. Guests can explore the firetruck, take scenic rides through Ashland Town Hall, enjoy entertainment on two flat-screen TVs, snack on fresh popcorn, marvel at exciting exterior lighting effects, snap countless photos, and, most importantly, create unforgettable memories.

“This really is a fun and unique activity at every event we attend,” says Pace. “We’re proud to offer something that brings so much joy to kids and families.”

A Family Legacy Steams into the Center of the Universe

For Pace, bringing the Firetruck Experience to Ashland Train Day is more than just business—it’s a return to his roots. “I grew up on Center Street, from my days at Liberty Middle School to Patrick Henry High School,” he shares. His deep Ashland ties trace back to his family’s role in the Herald-Progress Newspaper, where his father, Steve, served as General Manager and his aunt and uncle, Jay and Pat Pace, were the owners. “All of my first jobs were there, from working in the bindery department to delivering papers and selling ads. That experience taught me how to work hard and set me on the path to becoming an entrepreneur.”

Igniting Smiles and Making Memories

PlayRVA began as a trackless train company but quickly expanded to include firetrucks. Recognizing an opportunity to offer something truly special, Pace built the only Firetruck Experience in the state. “We’re the only place where you can rent a firetruck to explore and take rides,” he says proudly. “All of our drivers are retired firefighters!”

When asked about his favorite moments, Pace finds it difficult to choose just one. “Honestly, they’re all my favorite. When we’re not at a party or event, just getting to drive the trucks around is so much fun. But at events, seeing families and kids so excited—it’s impossible to pick just one great moment. They’re all fantastic.”

Full Steam Ahead: Why You Should Support Ashland Train Day

PlayRVA’s Firetruck Experience is coming to Ashland Train Day as an in-kind sponsorship, helping to make this beloved, free, family-friendly festival even more unforgettable. Businesses looking to showcase their brand while supporting the community have a golden opportunity to climb aboard as well!

By becoming a sponsor of Ashland Train Day, businesses gain invaluable benefits, including brand exposure to over 20,000 attendees, promotional access to millions of Train Day’s international viewers, a featured news article promoted to more than 30,000 followers, on-screen advertising at Ashland Theatre, complimentary promotional space at the event, and professional photography capturing their sponsorship in action.

For more details on sponsorship opportunities, visit Ashland Train Day Sponsorships.

Don’t Miss the Ride of a Lifetime!

Whether you’re a firetruck fan, a train enthusiast, or just looking for an unforgettable family outing, the PlayRVA Firetruck Experience is a must-do at Ashland Train Day. “I hope people leave with an extra experience to remember and talk about,” says Pace. “Alongside all the other great things they’ll get to see and do on Train Day.”

So mark your calendars, grab your tickets to ride, and get ready for a high-energy, high-impact adventure that will leave you fired up for Ashland Train Day!

CSX Community Service Grant Sponsors Ashland Train Day

Downtown Ashland Association is thrilled to announce that it has been awarded a Community Service Grant from CSX Transportation in support of Ashland Train Day. This generous grant underscores CSX’s deep commitment to the communities it serves and will help bring the beloved railroad festival to life on April 26, from 11 AM to 4 PM in historic downtown Ashland.

Now in its 21st year, Ashland Train Day is a world-renowned celebration of rail culture, drawing an estimated 20,000 visitors annually to the Center of the Universe. But its reach extends far beyond Ashland. Thanks to programs like Virtual Railfan, train enthusiasts across the globe can tune in to experience the excitement, solidifying Ashland Train Day as a must-see event for rail lovers everywhere.

“CSX is honored to support the Ashland Main Street Association in bringing the annual Ashland Train Day to life. This cherished event celebrates the rich railroading heritage at the heart of the Ashland community while providing a safe, family-friendly experience for thousands of visitors,” said Randy Marcus, CSX Director of State Relations. “At CSX, we believe in the power of collaboration to strengthen communities and create meaningful connections, and Train Day exemplifies that spirit. By fostering tourism and driving economic growth, this event strengthens the vitality of central Virginia and enhances the quality of life for residents in Ashland and beyond.”

With more than 12 fully loaded CSX freight trains and Amtrak passenger trains rolling through the heart of the festival, attendees can witness rail power up close. Ashand Train Day attractions include Touch-a-Truck and PlayRVA’s immersive truck experience, interactive model train displays—ranging from LEGO layouts to racing trains—and vintage railroad equipment, including a classic red caboose. Families can also enjoy the Kid Zone, featuring bounce houses, an obstacle course, face painting, and interactive games. For those eager to dive into the festivities, the scavenger hunt offers a fun way to explore the event while collecting stamps to earn prizes.

“You can't think of downtown Ashland without thinking of CSX,” said Lou Keeton - Director of Operations with Downtown Ashland Association. “People come from far and wide to witness these majestic machines make their way through the center of town. We’re honored to be awarded the CSX Transportation Community Service Grant so we can celebrate all they do for our town to the fullest at Ashland Train Day.”

Ashland Train Day would not be possible without the dedication of more than 100 volunteers and the invaluable support of first responders from Ashland, Hanover, Randolph-Macon College, and CSX. As Ashland Train Day continues to grow, community support remains vital in keeping this event free and accessible to all.

Businesses, organizations, and individuals are invited to join in as sponsors or volunteers to ensure another incredible year of family-friendly fun.

VOLUNTEER

Sponsorship opportunities provide valuable exposure while helping to sustain a tradition that brings joy to thousands. Volunteers can take on engaging roles such as greeting guests, stamping scavenger hunt cards, or assisting with kiddie trains—all while receiving a complimentary event t-shirt!

SPONSOR

To learn more about Ashland Train Day sponsorship or volunteer opportunities, visit AshlandTrainDay.com or contact director@ashlandvirginia.com. Be a part of the magic that makes Ashland Train Day a truly unforgettable experience!

7 Steps to a Winning Pitch

Dorian Cunion of Your Path Coaching & Consulting

Pitching your business idea or product can be an anxiety-producing experience, but it's also an incredible opportunity to gain support, funding, and recognition. Whether you're facing a panel of investors, potential partners, or a curious audience, a well-crafted pitch can make all the difference.

Your Path Coaching & Consulting has crafted this article to save you time and guide you in masterfully educating people about your company. They’ve have done the research, studied film, and reflected on their clients' experiences to provide you with the 7  essential steps you should execute when preparing for a pitch:

1. Know Your Audience:

Melody Short judging the 2024 Center Street Pitch Competition. Apply to pitch in the 2025 Center Street Pitch Competition by 5 PM on March 19.

Before you craft a single word, take the time to understand your audience. Who are they? What are their interests and priorities? Why should they care about your company?  You'll establish a connection by tailoring your message to resonate with their specific needs and expectations. Consider their level of knowledge about your industry and adapt your language and explanations accordingly. Research their backgrounds and identify any common ground or shared interests that you can leverage to build rapport.

Pro Tip: Create a detailed profile of your anticipated audience, including their demographics, motivations, and pain points. Remember, some people lead with their hearts, while others focus on financials and logic. Be prepared to speak to all personality types. 

2. Hook Them From the Beginning:

People have short attention spans. You need a strong hook to grab your audience's interest right away. Your hook could be a compelling statistic, a thought-provoking question, or a bold statement that highlights the problem you're addressing. Make sure your hook is relevant to your audience and creates a sense of intrigue or urgency. Use storytelling techniques to draw them in and make them eager to hear more.

Pro Tip: Test your hook on different people and get their feedback. Does it pique their interest? Does it make them want to learn more? Refine your hook until it consistently grabs people's attention.

3. Tell Your Story:

Center Street Sound Company at the 2024 Center Street Pitch Competition. Apply to pitch in the 2025 Center Street Pitch Competition by 5 PM on March 19.

Humans are wired for stories. Share your journey and the inspiration behind your business to create an emotional connection with your audience. Let them see your passion, your struggles, and your triumphs. A little vulnerability will make your pitch more memorable and relatable. Use vivid language and imagery to paint a picture in their minds. Be authentic and vulnerable, allowing your audience to connect with you on a human level.

Pro Tip: Structure your story with a clear beginning, middle, and end. Introduce the challenge you faced, describe the journey you took to overcome it and highlight the positive impact your solution has had.

4. Present a Clear Solution:

Once you've established the problem and captured their attention, it's time to shine a light on your solution. Explain how your product or service addresses the challenge uniquely and effectively. Use clear and concise language, avoiding technical jargon that might confuse your audience. Focus on the benefits of your solution and how it will improve their lives or businesses. Use visuals, such as charts or diagrams, to illustrate your points and make them easier to understand.

Pro Tip: Develop a concise and compelling value proposition that clearly articulates the benefits of your solution. Being brief and precise will help your audience quickly grasp the value you offer and why they should care.

5. Back It Up with Evidence:

Ashland Embroidery and DW Studioz at the 2024 Center Street Pitch Competition. Apply to pitch in the 2025 Center Street Pitch Competition by 5 PM on March 19.

Don't just tell your audience that your solution works – show them! Provide data, testimonials, or case studies that demonstrate the effectiveness of your product or service. This adds credibility to your claims and strengthens your pitch. Use quantifiable metrics to showcase the impact you've made. Highlight the positive experiences of your existing customers or clients.

Pro Tip: Choose evidence directly relevant to your target audience and their priorities. This will make your claims more persuasive and impactful.

6. State Your Ask Clearly:

What do you want your audience to do after hearing your pitch? Whether it's investing in your company, partnering with you, or simply spreading the word, be clear and direct about your ask. Don't leave them guessing what the next steps are. Explain how their support will help you achieve your goals and make a difference. Make it easy for them to take action by providing clear instructions or contact information.

Pro Tip: Practice your ask beforehand to ensure you deliver it confidently and clearly. Make eye contact with your audience and show them you believe in your words. 

7. Practice Makes Perfect:

RVA Hot Wheelz at the 2024 Center Street Pitch Competition. Apply to pitch in the 2025 Center Street Pitch Competition by 5 PM on March 19.

A well-rehearsed pitch is a confident pitch. Practice your delivery, paying attention to your tone, pace, and body language. The more comfortable you are with your material, the more natural and persuasive you'll be. Record yourself practicing and identify areas for improvement. Get feedback from friends, family members, and other business owners you know. 

Pro Tip: To prepare for your pitch, practice it in different environments and in front of different audiences. This will help you adapt your delivery and ensure your message resonates.

Remember, a winning pitch is a blend of logic and emotion. By appealing to both the head and the heart, you'll create a lasting impression and increase your chances of achieving your goals. So, go out there, share your vision, and make your dreams a reality!

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The Center Street Pitch Competition is a dynamic event designed to empower local entrepreneurs and ignite innovation. Set to take place on April 10, 2025, at the historic Ashland Theatre, this competition provides an exciting platform for aspiring business owners to present their ideas and compete for over $35,000 in prizes. Apply for your chance to win before March 19 at 5 PM.

Around The Table Earns International Acclaim

Around The Table’s warmth and community spirit continue to inspire, proving that a simple meal shared with kindness can transcend borders! Originally published in Le Dimanche Parisien (The Parisian Sunday) on October 27, 2024, this article has been translated for our local readers. Read on to learn how owner Ammie’s story of perseverance and success has resonated across the Atlantic, earning recognition not just in the Center of the Universe but now on an international stage.

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Ammie’s American Dream

By Ariane Riou, special correspondent in Ashland, Virginia, for Le Dimanche Parisien (The Parisian Sunday)

As soon as he arrives, every customer is greeted with a warm, “How you doing, baby?” Ammie hands them out without hesitation. Her restaurant’s motto is proudly displayed on the back of the servers’ T-shirts: “There’s a place for everyone at Ammie’s table.” She repeats it cheerfully,  “You come here as a guest, you leave like a member of the family.”

On this October afternoon, the dining room at Around The Table is already bustling with hungry customers at 11 a.m. It won’t empty until closing time, nine hours later.

Ashland rushes there.

In Virginia, the economy is booming. As of September, the state boasts one of the lowest unemployment rates in the country—2.9%, practically full employment—while the national average stands at 4.2%. “You can feel that the state is growing. The city’s population has doubled in just a few years. You see houses going up, businesses popping up everywhere,” notes Patricia, a regular customer. She takes her seat and orders the Thursday special: meatloaf with rich gravy. “I’m going to enjoy this.”

The Gathering Place next door to Around the Table hosting Downtown Ashland Association’s Business Leader’s Roundtable

In the next room, Ammie is busy decorating tables. In just a few days, she’ll be hosting a reunion for 50 octogenarians—members of Ashland High School’s Class of 1964. Gold balloons fill the space. Gisele, a decorator and friend, folds napkins into elegant swan shapes. “This place is the symbol of Ammie’s success.”

The 120-seat banquet room opened just a year after the restaurant’s launch. It has since become a coveted venue for private events—booked by everyone from county police officers to newlyweds and families celebrating life’s milestones.

“The dream isn’t dead,” Ammie declares, embodying the American mantra of perseverance.

After just four years, the Ashland-based restaurant—nestled in a town of 8,000 on the East Coast—is expanding again. In this typical American shopping plaza, where parking lots dominate the landscape, a neighboring barber shop recently vacated its space. Ammie seized the opportunity.

“I have customers waiting for tables, and I hate to keep them waiting. So, we’re expanding—50 more seats before the end of the year.”

It’s hard to believe that, in 2020, the owner with the ever-present smile thought she had hit rock bottom.

Built from the Ground Up

Ammie, 56, built everything with the sweat of her brow. “I’ve worked my whole life,” she says proudly.

The youngest of seven children, she grew up in the heart of Virginia’s lush forests. Taking a bite of potato chips, she recalls, “We didn’t have silver spoons in our mouths. At home, we didn’t even have plumbing. We washed in basins.”

Her mother, a single woman, passed away from a heart attack when Ammie was just four years old. She and some of her siblings were raised by their aunt, while the others lived with their grandparents.

Faith carried her through hardship. She attended church every week, sang in the choir, and, by age 12, started working.

“I did gardening for my neighbors every weekend. Then cleaning.”

She juggled countless odd jobs—seamstress, insurance employee, fast-food cook—often working two or three at a time. Like many, she had never dreamed of running her own business.

“At the time, I wasn’t thinking about starting a restaurant,” she admits. “I just wanted to earn a living and have a roof over my head.”

When her sister passed away, she dropped out of school to raise her niece and nephew—repeating the cycle of her own childhood. She raised them alone.

A Passion for Cooking

Cooking was her refuge. Ammie worked as a pastry chef at a university in the mornings and as a cook in a soul food restaurant in the afternoons.

Ammie judging pies at the Ashland Fourth of July Parade

“This cuisine connects me to my African American roots,” she says.

She loved it. She worked from 7 a.m. to 9 p.m., seven days a week. Customers raved about her creamy cornbread. They couldn’t get enough of her slow-cooked pig’s feet and crispy fried chicken.

In 2016, she started a small catering business on the side. It was her uncle who encouraged her to take the leap.

“I was terrified of failing. But I went for it anyway.”

She scraped together what little savings she had, found a location, and opened a café in July 2019.

Then, just months later, COVID hit. The pandemic put millions of Americans out of work, and Ammie’s dreams nearly crumbled.

“I was devastated.”

Her friends and family rallied around her. She pulled herself back up.

And so, the American Dream rolled on.

A Local Staple

Around The Table—a cozy, 50-seat eatery—welcomed its first customers on April 1, 2021. A local news station covered the grand opening. Ammie beams as she shows the video on her phone.

She poured her heart into this business. Photos of loved ones and cherished moments fill the walls.

“I never imagined we’d grow this fast,” says Shakira, a 21-year-old waitress who has been with Ammie since day one.

“Ammie’s success is an inspiration to all of us.”

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Sold out

Raffle - $100 Around the Table Gift Card

$5.00

Ashland's destination for soul-food is "serving up" a $100 gift towards their mouth-watering meals. Don’t let this "sweetheart" deal pass you by!

Raffle proceeds benefit Downtown Ashland Association’s non-profit mission.

The winner will receive an email from Downtown Ashland Association on Friday, February 28.