Celebrating Success, Inspiring Growth

Posted on by Department of Housing and Community Development

At the 2025 Advancing Virginia Main Street (VMS) Executive Director Retreat, local program directors engaged in the Wonderwall—a self-directed facilitation exercise designed to spark reflection on public communication efforts. Rooted in Appreciative Inquiry, the activity invited participants to first celebrate “what went well” before considering “opportunities for growth.” The goal: to help executive directors sharpen their storytelling, strengthen relationships, and ensure the long-term sustainability of their downtown programs.

What emerged from the Wonderwall was both inspiring and instructive. The reflections highlighted practices already driving success across Virginia’s Main Street network, as well as concrete ideas for taking public communication to the next level.

Successful Communication Practices

Executive directors identified strategies that are proving effective in elevating the Main Street message:

  • Engage local government consistently – Report monthly to councils (Luray), nurture friendships with mayors and managers, and maintain a regular presence at meetings.
  • Tell your story with data and media – Publish annual reports, share impact numbers (like Farmville’s $49,000 in VMS grants to 15 businesses), and secure newspaper and radio coverage.
  • Equip stakeholders with ready-made tools – Provide sample letters and emails (Harrisonburg / Clarksville) and use “leave behind” pieces with legislators (Gloucester).
  • Use community events to tell your story – Grow input sessions (Onancock increased from 5–10 to 40–50 attendees), and leverage events like “First Fridays” or holiday tree lightings to spotlight impact.
  • Celebrate wins with partners – Collaborate with chambers on lunch-and-learns, attract new businesses, and launch visible placemaking projects like St. Paul’s Alley Gallery.

Opportunities for Growth

Directors also surfaced clear areas for strengthening future communication:

  • Create easy-to-use collateral – Develop information materials boards and volunteers can quickly share (Clarksville).
  • Expand board and volunteer involvement – Recruit and train program ambassadors; grow and mobilize volunteer pools (Altavista).
  • Sharpen messaging for impact – Develop succinct talking points and use data-rich stories (e.g., farmers market vendor turned brick-and-mortar).
  • Strengthen fundraising and partnerships – Grow support through grants, incentives, business involvement, and broader collaborations.
  • Build collective messaging – Coordinate with other local Main Street programs to speak with one cohesive voice and expand relationships with statewide leaders (Lexington).

Takeaway

The Wonderwall affirmed that Main Street communication is most effective when it combines strong relationships, compelling data, and authentic stories. By building on proven practices and acting on these growth opportunities, Virginia’s Main Street communities are well-positioned to sustain their programs and amplify their collective voice in 2025 and beyond.

Quick Wins for Main Street!

Try these three practices right away to strengthen your communication efforts:

  1. Publish an annual report – Even a simple one-pager with impact numbers can make your story more compelling.
  2. Equip your board with talking points – Give directors ready-to-use language and materials for community conversations.
  3. Show up consistently – Regular presence at council meetings, business events, or community forums builds trust and visibility.

Photo Credit: Kyle Meyer