Downtown Ashland Association Finalizes Five-Year Strategic Plan with Volunteer Powerhouse Committee

Downtown Ashland Association 2023 business roundtable

Downtown Ashland Association (DAA), a Main Street America Accredited nonprofit recently named one of the top main streets in America, is celebrating a major milestone: the completion of its new five-year Strategic Plan. Thanks to the hard work of the all-volunteer Strategic Plan Committee, DAA now has a clear roadmap to guide downtown Ashland’s growth, vibrancy, and historic preservation through 2030.

Affectionately known as the “Center of the Universe,” Ashland thrives on the connection between its small-town charm and dynamic arts, business, and cultural scene. At the heart of that vitality is DAA, which has been leading the charge since 2013 to foster economic growth, support local businesses, and preserve the unique spirit of downtown.

The Strategic Plan Committee—neighbors who volunteered countless hours to meet weekly, gather feedback, and refine goals—crafted a plan that is both data-driven and community-informed. Priorities include:

Randolph Macon College student volunteering with Downtown Ashland Association

• Strengthening the local economy through business development

• Enhancing downtown’s aesthetic and historic appeal

• Fostering strong partnerships with community organizations

• Deepening engagement with Randolph-Macon College

• Positioning Ashland as a welcoming regional destination

“Our Strategic Plan reflects what we all love most about Ashland,” said Kathy Abbott, Committee Chair. “It’s about ensuring our downtown remains vibrant, resilient, and deeply connected to the people who live, work, and visit here.”

Hundreds of voices shaped the plan, from business and property owners to residents, students, and town leaders. Their input ensured that the plan is rooted in Ashland’s values of collaboration, inclusivity, preservation, and future-focused growth.

The process also highlighted the power of partnership. DAA worked closely with the Town of Ashland, Randolph-Macon College, and Virginia Main Street to align efforts and strengthen Ashland’s position as a model for downtown revitalization.

“Our Strategic Plan Committee poured their hearts into this plan,” said Antonio Miller, DAA Executive Director. “It’s not just a document—it’s a living vision that will carry our community forward.”

As one of the top main streets in America, Ashland continues to inspire with its walkable charm, bustling events, and welcoming businesses. With this new Strategic Plan in place, DAA is ready to ensure the “Center of the Universe” remains a bright star in Virginia’s downtown landscape.

Foster The Mic Amplifies Voices and Builds Families

Barry Farmer with three of his foster children.

The Farmer Media Company, in partnership with Downtown Ashland Association and K101.2 POP Richmond, proudly presents Foster The Mic—a week-long broadcast campaign dedicated to raising awareness for foster care and adoption.

Across Central Virginia, more than 1.3 million listeners will hear the powerful stories of foster youth, families, and the superheroes who advocate for them—guaranteeing that these voices are not just heard, but uplifted.

Barry Farmer on Happy Hour Vibes. Photo by POWER UP Productions

This isn’t the first time Farmer Media Company, K101.2 POP Richmond, and Downtown Ashland Association have worked together to bring families closer through the power of media. K101.2 POP Richmond is a proud sponsor of Downtown Ashland Association, helping amplify the Association’s mission of building community through creativity, small business, and family-focused events. Farmer Media Company, a Gold Sponsor of the Association, is a media powerhouse creating uplifting content to celebrate and elevate small businesses and local talent.

Their show, Happy Hour Vibes, streams on K101.2 POP Richmond, featuring fun networking games and signature Shaken Not Spurred mocktails. They answered the call of local musicians seeking a radio and streaming platform with the Ashland Song Contest—producing the first volume Songs from the Center of the Universe, and now recording the second volume, giving local musicians a platform to share original work with a wide-reaching audience.

“Our hope is that every child feels like family in downtown Ashland,” says Antonio “Coach” Miller, Executive Director of Downtown Ashland Association. “So we’re offering free tickets to the Happy Hour Vibes Networking and Recording Party on Monday, September 29, and Monday, October 27, so that foster children, families, and organizations can reach new ears and hearts. Just email Lou@AshlandVirginia.com to claim your seat.”

While Downtown Ashland Association is offering their support of Foster The Mic by sponsoring free seats at Happy Hour Vibes Networking and Recording Parties, Farmer Media Company and K101.2 POP Richmond are creating ways for sponsors to not only reach millions of listeners but also uplift their brand’s voice alongside the voices of foster families and organizations.

Sponsoring Foster The Mic means becoming part of this dynamic network—where storytelling, community support, and strategic promotion go hand in hand. When you become a Foster Fest sponsor, your organization not only gains unparalleled exposure but also demonstrates a deep commitment to children and families. Sponsorship packages are designed to meet businesses where they are, while maximizing impact.

Why Sponsor Foster The Mic?

• Massive Reach & Exposure – Your brand featured on-air, online, and across social media.

• Community Goodwill – Proceeds benefit nonprofits serving foster youth.

• Cause Alignment – Show your audience that your company cares about families and community.

• Cross-Promotion – Amplified through The Barry Farmer Morning Show with Sharon Lizzy, a nationally syndicated broadcast led by Barry Farmer, a recognized foster care advocate.
  
  
  

Sponsorship Opportunities

Vendor Level – $150

• 25 total 30-second Radio Commercial Ads

• Social Media Announcement

• Radio Announcement

• Logo Placement in Special Edition Magazine

Bronze Sponsor – $550

• 40 total Standard (30-second Commercial Ads)

• 1 Promotional Radio Interview

• 10 Branding Radio Ads

• 1/12 size Ad in Special Edition Magazine
  

Silver Sponsor – $1,250

• 80 Branding Ads

• 30 Live Read Commercial Ads

• 1 Promotional Interview

• Logo Placement on our Website

• 1/4 size Ad in Special Edition Magazine

Gold Sponsor – $2,550

• 120 total Standard (30-second Commercial Ads)

• 60 Branding Ads

• 40 Live Read Commercial Ads

• 1 Promotional Interview

• 1 Morning Show Takeover

• Logo Placement on Marketing Flyer

• Logo Placement on our Website

• 1/2 size Ad in Special Edition Magazine

Be Part of the Change

Foster care is more than a system—it’s a community. By sponsoring Foster The Mic, your business ensures that every child’s story has the chance to be heard, and every family’s journey is honored.

Contact:
Connect@FarmerCompanyLLC.com
804-243-0731
1913 Huguenot Rd, Suite 300
North Chesterfield, VA 23235

Foster The Mic
October 20–24, 2025
Broadcasting on K101.2 POP Richmond & The Barry Farmer Morning Show with Sharon Lizzy
Reaching 1.3 Million Listeners Across Central Virginia

Buzz Bucks: Connecting Campus and Community

Image by Randolph-Macon College from move-in day 2024
Press release provided by the Town of Ashland

The Town of Ashland is excited to announce the launch of Buzz Bucks, a year-round discount program designed in collaboration with Randolph-Macon College to connect the RMC community with the best deals at Ashland's restaurants, shops, and service providers.

Through Buzz Bucks, RMC students, faculty, and staff have a single, convenient source for exclusive local offers. By showing an RMC ID at participating businesses, members of the college community can enjoy savings throughout the year—encouraging them to explore downtown, discover new favorites, and support the businesses that define Ashland’s character.

Homemades by Suzanne in historic downtown Ashland

“Ashland takes pride in being a college town,” said Mayor Steve Trivett. “Buzz Bucks is a year-round welcome mat for Yellow Jackets, and an invitation to be part of our community’s daily life.”

Participating businesses display a Buzz Bucks window cling, making them easy to identify. Discounts are set by each business and may change throughout the year, creating fresh reasons for the RMC community to return.

“Living and working in the Town of Ashland is even better because of its local businesses,” said Beth Campbell, Vice President of Marketing at Randolph-Macon College.  “We’re grateful that this program will help make it easier for students, faculty, and staff to find—and keep supporting—these wonderful places to eat, shop, and get services just steps from campus.”

“This program is all about connection,” said Kelly Franke, Marketing & Events Coordinator for the Town of Ashland. “We want students to feel at home in Ashland, and we want our businesses to benefit from the energy, curiosity, and loyalty the Yellow Jacket community brings year-round.”

About Buzz Bucks:

• Who: RMC students, faculty, and staff

• What: Show an RMC ID at participating businesses to receive discounts

• Where: Look for “Buzz Bucks” window clings on storefronts

• Find Deals: visitashlandva.com/buzzzbucks

Whether it’s the start of the academic year or the middle of summer break, Buzz Bucks provides the RMC community with a year-round passport to local flavor, friendly faces, and a vibrant college-town atmosphere.

Happy Hour Vibes Brings Networking Parties to the Mic

First episode of Happy Hour Vibes with Take Away LLC, Hawaii Fluid Art, Healing Circle Counseling and Services, and Samantha Campbell Imagery

What do jalapeño grilled cheese sandwiches, local entrepreneurs, and mocktail-fueled networking games have in common? They all made a splash at the inaugural Happy Hour Vibes Networking and Recording Party, hosted by K101.2 POP Richmond in Farmer Company Media Studios on the final Monday of July.

Take Away LLC on K101.2 POP Richmond’s Happy Hour Vibes

Business owners and creative minds from across the region—including Take Away LLC, Hawaii Fluid Art, Healing Circle Counseling and Services, and Samantha Campbell Imagery—came together to sip, connect, and speak their brand into existence on-air. Fueled by Shaken Not Spurred’s mocktail of the month (July’s smooth Velvet Lasso) and gourmet grilled cheeses (The Trailblazer, anyone?), guests warmed up with networking games that got both brains and belly laughs going.

But these weren’t your typical networking games. Co-hosts Barry Farmer of the Farmer Company, Louise Keeton of Downtown Ashland Association, Karie Brooks of Shaken Not Spurred, and Chef Gianna Stanley of Gianna Does it All transformed the studio into a playground of entrepreneurial fun—where every guest had to deliver a 30-second business pitch on the mic... or face a “penalty.” Couldn’t beat the clock? You had to shout out another local business, give someone a compliment, or plug a community event that wasn’t your own. (Let’s just say, Downtown Ashland’s Fourth Fridays and Light Up the Tracks got a lot of love.)

Hawaii Fluid Art on K101.2 POP Richmond’s Happy Hour Vibes

Some guests took creative license with their pitch, including a memorable Katherine Hepburn impression that left the whole studio howling. Others, like Healing Circle Counseling, impressed with holistic, award-winning therapy services for all ages. Samantha Campbell Imagery shared how she captures true-to-life emotions with nostalgic warmth, while Take Away LLC gave a peek into Ashland’s new go-to shop for gifts under $20. Hawaii Fluid Art brought a splash of color from their Regency Mall studio where anyone—no matter the experience level—can try their hand at fluid painting. Even host Barry Farmer got in on the Hawaii Fluid Art fun and showed off his beautiful work at the recording desk.

🎥 Behind the lens, POWER UP Productions captured every candid laugh and powerful pitch. CEO Amy Garelick attends every Happy Hour Vibes event to document the magic with professional photo and video content. Thanks to her work, episodes can be released as a podcast, shared across digital platforms, and preserved in stunning imagery for guests and fans to relive and market the experience again and again.

Shaken Not Spurred’s mocktail the Velvet Lasso on K101.2 POP Richmond’s Happy Hour Vibes

Listeners at home didn’t miss out either. Shaken Not Spurred guided folks through mixing their own mocktail so they could sip along and play from their own kitchen, living room, or commute. And when it came time for Sip or Serve—a cheeky take on Truth or Dare—stories flew. From rage yoga to photo shoots in wild weather, the authenticity and energy were contagious.

🎧 Want in on the action? Tune in every Thirsty Thursday to Happy Hour Vibes on K101.2 POP Richmond, streaming live at
👉 farmercompanymedia.com/k1012pop

💼 Even better—be our next guest! Join the Happy Hour Vibes Networking and Recording Party at Farmer Company Media Studios, held the final Monday of every month. Meet fellow entrepreneurs, network creatively, and record content that could reach 1.3 million listeners—without lifting a finger beyond your cocktail glass.

🎟️ Next party: Monday, August 26. Ticket deadline: August 22.
Book your spot or secure a 30-second ad read by the Happy Hour crew at:
👉 ashlandvirginia.com/sponsor

Song Contest Winners Take the Stage for a Live Concert and Historic Recording

Songs from the Center of the Universe Concert on the front porch of historic Hanover Arts and Activities Center

Ashland has long inspired music in the hearts of those who stroll its picturesque streets—but now, the town’s unique charm will be immortalized in song. Join us for the Songs from the Center of the Universe concert on Saturday, September 27 at 11 AM on the front lawn of the Hanover Arts and Activities Center, where the Ashland Song Contest winners will perform their original, Ashland-inspired anthems—live and on the record.

Bring your blanket or pull up a folding chair provided by the Center, and become part of history as Free Jambalaya professionally records each performance for distribution across all major streaming platforms and airplay on K101.2 POP Richmond. It’s a free celebration of music, community, and the stories that make Ashland sing.

Sarah Forti recording her Ashland Song Contest entry

🎤 Live Music from Ashland’s Brightest Songwriters
This hometown concert features the winners of the Ashland Song Contest, each of whom captured the spirit of Ashland through melody and lyrics. From laugh-out-loud tracks to soulful serenades, the lineup includes:

• Sarah Forti, whose humorous “Don’t Drive on the Tracks” warns:
  Please don’t drive down the railroad tracks, my friend /
  They won’t get you where you’re going, in the end /
  If you’re not driving a train…

• Kevin Fergusson, who sings of Ashland’s wonder in A Day and Night in Ashland:
  I saw the Center of the Universe on view, /
  Out here in the small and precious town of Ashland.

• Beloved local musician Victor Gottlieb, who says, “I got never-ending support and inspiration all the way through this fun contest.” Victor’s songwriting nearly became a full album dedicated to Ashland itself.

Vendors set up at historic Hanover Arts and Activities Center during the Songs from the Center of the Universe Concert

✨ More Than a Concert—It’s a Celebration!
In true small-town style, the concert will be accompanied by:

• 🍽️ Farm-to-fork food trucks serving local eats

• 🛍️ Art, craft, and business vendors offering handmade and hometown goods

• 🎯 Lawn games and family-friendly fun
  
  

🚂 Arrive in style by taking Amtrak Virginia to the Ashland station—just steps from the concert—or crack open a cold one from Center of the Universe Brewing Company to toast to Ashland’s musical milestone.

Simultaneously, Ashland will welcome hundreds of Virginia Girl Scouts for Ashland Girl Scout Day, who will be exploring all the wonder the “Center of the Universe” has to offer—including this concert that adds melody to our history and helps share it with the next generation and beyond.

🎶 “We’re always delighted to discover how many people are inspired by Ashland,” says Louise Keeton, Director of Operations for Downtown Ashland Association. “It is our goal to provide a platform for these artists to be heard—not only in the Center of the Universe, but to pull everyone into our orbit. We’re so thankful to Free Jambalaya for bringing professional production to these original songs and sharing them with the world.”

---

Songs from the Center of the Universe Concert
📍 Hanover Arts and Activities Center Lawn – 500 S Center St, Ashland
🗓️ Saturday, September 27, 2025
⏰ 11 AM – Free and open to all!