![In an open courtyard surrounded by weathered exteriors of brick buildings, people sit in chairs arranged in a u-shaped formation. On the right, a podium with microphone is set-up on a small, temporary elevated stage.](https://msa.cdn.rygn.io/media/Our-Network/Awards-and-Recognition/Great-American-Main-Street-Award/2023-Danville-Virginia/_2000x800_crop_center-center_none_ns/DanvilleVA_S.-Union-Street-Pocket-Park-River-City-TV.jpeg?v=1723818851)
Danville, Virginia © River City TV
River District Association in Danville, Virginia, was one of three winners of the prestigious 2023 Great American Main Street Award (GAMSA), which recognizes communities for their excellence in comprehensive preservation-based commercial district revitalization. Sponsored by The Hartford and selected by a national jury of community preservation professionals and leaders in the fields of economic development, River District Association was recognized for creating a fertile environment for economic vitality through exceptionally strong collaborative leadership and partnerships.
Main Street America Program: River District Association
Coordinating Program: Virginia Main Street
Year Organization Founded: 1999
Population: 42,215
Public and Private Reinvestment: $362 million
Net New Businesses: 150
Buildings/Structures Rehabilitated: 3.58 million square feet
![People stand inside a building, shoulder to shoulder performing a ceremonial ribbon cutting. The hold scissors and pieces of a red ribbon that has just been cut.](https://msa.cdn.rygn.io/media/Our-Network/Awards-and-Recognition/Great-American-Main-Street-Award/2023-Danville-Virginia/_1200x800_crop_center-center_none_ns/DanvilleVA_RDA-RibbonCutting-Ma_sCakes_RDA.jpeg?v=1723818839)
Ma’s Cakes ribbon cutting, Danville, Virginia © River District Association
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“River District Association demonstrates that a strong organizational foundation based on an ethos of collaboration and strategy leads to transformative change,” said Main Street America Interim President and CEO Hannah White. “Their tireless efforts to build meaningful relationships with local stakeholders to inform and realize a holistic economic development approach has created an entrepreneurial ecosystem for the downtown and its surrounding region.”
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Danville’s Bike Share program and parks create opportunities for residents and visitors to get around and gather. © Laura Ashworth
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Christmas on the Plaza event brings the community together during the holiday season. © Mark Aron for River City TV
Danville’s downtown is well known for its rich manufacturing heritage, which built large brick facilities along the town’s eponymous waterway. As these industries shrank during the 1980s-2000s, the downtown suffered economically. Today, the downtown is not only rebounding, but thriving as an attractive place for residents and visitors to remember the area’s history while contributing to a vibrant future for all.
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Ariel view of Bridge Street in Danville’s Tobacco Warehouse District. © Mark Aron for River City TV
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Danville’s Main Street Plaza in autumn offers serene seating. © Von Wellington
Revitalization work led by RDA began in 1999 with a mission to coordinate efforts with the city agencies. While these early efforts resulted in some progress, meaningful change was hampered by the continued decline of the town’s mill industry. Strategically designed action plans in 2011 and 2017 — which included the allocation of public dollars into the downtown and retooled RDA’s organizational structure based on the principles of the Main Street Approach — supported sustainable economic initiatives, multifunctional promotional activities, and property development.
The results: Danville’s vision of a vibrant downtown is coming to fruition. Since 2010, the River District has leveraged $52 million in public investment to attract $310 million in private investment to facilitate the creation of more than 150 businesses and the addition of over 1,200 residential spaces.
![Eight people stand shoulder to shoulder, using shovels to ceremonially break ground on a redevelopment project. In the foreground, a blue, six-sided sign reads "Old No.8 Mill Dan River Falls."](https://msa.cdn.rygn.io/media/Our-Network/Awards-and-Recognition/Great-American-Main-Street-Award/2023-Danville-Virginia/_2000x800_crop_center-center_none_ns/110913/DanvilleVA_White-Mill.Dan-River-Falls-Groundbreak-River-City-TV.jpg?v=1723818853)
Dan River Falls redevelopment project ground breaking. © Mark Aron for River City TV
“This is a tremendous honor for our community, and very important for our local residents who have been through so much economic turmoil over the decades,” said Diana Schwartz, CEO at River District Association. “This recognition will continue to drive home the understanding that Danville truly is a city once again on the rise. It is because of the resilience of the people in our community that Danville is a great place for those that choose to live, work, play, pray, and invest in.”
RDA credits a creative and entrepreneurial mindset, as well as intentional efforts to increase the strength, collaboration, trustworthiness, and reputation of the organization as their keys to success. Notable accomplishments include investing in the professional development of board members, establishing rock-solid relationships with stakeholders, and implementing thoughtfully constructed, yet ambitious strategic plans.
![A diverse group of nine men and women proudly hold up oversized checks and smile joyously celebrating their award of seed money to support their entrepreneurial ventures.](https://msa.cdn.rygn.io/media/Our-Network/Awards-and-Recognition/Great-American-Main-Street-Award/2023-Danville-Virginia/_2000x800_crop_center-center_none_ns/DanvilleVA_RDA-Dream-Launch-2022_RDA.png?v=1723818854)
Dream Launch 2022 cohort participants receive seed funding. © River District Association
Their Dream Launch series is credited as its most impactful programming. Consisting of four distinct, yet integrated programs, the program equips budding entrepreneurs and established businesses with education and financial tools. Since 2018, the program’s business bootcamp series has provided free start-up training to over 465 participants (200 of which completed all six Dream Launch Bootcamp Classes) and has distributed $375,000 in grants.
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Roslyn Preston, co-owner of The Vintage Boutique. © River District Association
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Sam Rippe, owner of Rippe’s Apparel, Furs, Shoes, Lifestyle. © River District Association
The organization’s Vote Your Main Street campaign resulted in securing a $150,000 preservation award that provided funds for the renovation of a historic property, an increase sense of community pride, and organizational sustainability for RDA as a part owner in the building. Their façade improvement program has provided nearly 40 property owners and tenants with grants, in-kind professional services, and technical assistance. From fresh coats of paint to new signs, these improvements are inspiring a positive multiplying effect on the community’s sense of pride and physical appearance.