Coping with COVID-19

COPING

with COVID-19

by Bob Casazza

Every business is essential and contributes to the quality of life throughout the area. While not every business has survived the pandemic-driven economic downturn, there is a great deal of optimism in the community and much of that is a result of the drive and resiliency of business owners.

The owners of Kilmarnock Inn, Chesapeake Doughnut Company, Dandelion, and BodyFit each took different approaches when coping with COVID-19 but their experiences share a deep-seated commitment to community.

When COVID hit, business at the Kilmarnock Inn dropped 60% and is just now coming back. In the beginning, owner Shawn Donahue cut his payroll staff of 20 down to just 4 people. “We survived the worst of the pandemic, because the local community was always there for me,” said Shawn. “Friends, neighbors, and other businesses kept sending customer referrals for our restaurant and rooms … That really kept us going,” explained Shawn. “We also had an on-going group of ER doctors from Bon Secours Rappahannock General Hospital staying with us. They came from out-of-state to help with the patient needs at the hospital.”

Shawn’s creative thinking has always served him well. In February, he put together a special Valentine’s Weekend package with a choice of rooms, dinner, and breakfast for just $199. It sold out within days and most of his guests being local couples. “I’m also thinking of doing a special ‘Christmas in July’ theme at the Inn,” smiled Shawn. “I’ll decorate the place with lights, Santa, and a big Christmas tree! We should also bring back our Christmas parade too. That will lift everyone’s spirits,” said Shawn. “People are ready to get back to normal and there are better days ahead!”

Something good can happen even during the worst of times. Gabe del Rio and Jeff Ewing were busy opening their Chesapeake Doughnut Company in White Stone when COVID-19 began. “Things were pretty scary,” said Gabe. “We had just signed our store lease, the business loans were approved, and everything was a go. To be safe, we delayed things and moved our grand opening to June. We started selling from a doughnut cart in our parking lot and gradually opened inside,” he explained.

Gabe grew up near Irvington and graduated from Lancaster High School. After 20 years in California and a rewarding career in financial development, he and his partner Jeff found their way back to the area. Both bring a unique set of professional skills and personal commitment to our community. “I’ve always wanted to return to the Northern Neck. There’s a lifestyle and beauty here I truly appreciate,” Gabe said. “Who doesn’t want to live in a place where there’s more trees than people?”

Gabe del Rio (left) and Jeff Ewing

Gabe and Jeff recognized there were no doughnut shops in the area and saw this void as their opportunity. “We set out to make the most delicious doughnuts in the world with lots of variety and quality ingredients,” said Gabe. “We brought White Stone’s old building back to life to welcome travelers entering the Northern Neck. We’re very proud of paying our staff a living wage,” Gabe explained. “Being a decent job creator is important to us and how that benefits people living our local community.”

Just after the opening of their White Stone location, the town of Warsaw reached out to Gabe and Jeff. “The Mayor and town manager offered capital and other incentives we couldn’t refuse,” says Gabe. “They even talked us into creating a breakfast sandwich and it’s now one of our most popular items.” With the two locations now in place, Chesapeake Doughnut Company is sitting at both major entryways to the Northern Neck. The company is looking at expanding to Gloucester, demonstrating that even in a pandemic a business can grow.

In Irvington, Dandelion owners Sheila Brown and Jean Smith tackled COVID-19 with daily steps to help their company survive. They created a strategic list with tactics to serve customers in ways they never tried before. Once they were allowed to open, they scheduled appointments and adjusted store hours to accommodate customer visits. They went above and beyond sanitizing their location while following social distancing guidelines.

“We developed an online shopping platform with special sales and promotions each month,” says Jean. “This also included curbside pickup, concierge services, and virtual shopping via Facetime postings,” Sheila explained. “Our marketing efforts were a good mix of social media — Facebook, Instagram — and traditional local advertising.”

Sheila and Jean’s tactics included reworking their budget going forward while taking into consideration buying products to satisfy the working from home/staying at home/ casual lifestyle of their customers. They also partnered with vendors to monitor deliveries, payment schedules, and cancellations.

“Surviving our first year of COVID has been challenging to say the least,” says Sheila. “We continue to face its reality each and every day as we reload, point, and shoot. We also realized that our success in staying open so far has been based on a collaborative effort,” Jean explains. “We could not have done it without our dedicated employees and those loyal customers who continued to purchase from us during these difficult times.”

Many of us in the area consider the BodyFit gym in White Stone an essential part of life. With special classes and a wide selection of work-out options, this is a favorite place to take care of both mind and body. Owner Ramona Darden has created a first-class facility but faced her own COVID crisis. “My business was closed due to a mandate by the governor for almost two months and I lost over 30% in revenue,” Ramona said. “While closed, I created videos on Facebook to keep people active. When we were allowed to reopen, I turned my gym into an outdoor facility with classes in the backyard parking lot,” she explained.

To keep her doors open, Ramona put in 84 hours a week, personally cleaning the entire gym, conducting classes, and making sure COVID protocols were followed according to state guidelines. “The most difficult part was not knowing when or if I’d be able to reopen my business,” said Ramona. “There were calls every day with some cancelling their membership but I tried to stay positive and keep the faith.”

Ramona did get financial help from Virginia Commonwealth Bank with a PPP and Small Business Association loans. Many of her clients continued to pay for their membership even though they weren’t going at the time. Now that people are getting vaccines, she hopes more will use the gym again and things will return to normal. “I feel very embraced and blessed by the people here,” Ramona said. “The biggest value about our area is the sense of strong community. There’s truly no other place I’d rather live. I’m just happy to be here, in this very special place!”

Grit played a central role in the ability of these four businesses to successfully make it through the COVID-19 pandemic. They, like other businesses on the Northern Neck and Middle Peninsula, have shown that a combination of tenacity, connections, and a supportive community can make a demonstrable and positive difference. COVID-19 taught us something about ourselves and our community. When we care for each other – we are stronger together. There are better days ahead.

Sheila Brown (left) and Jean Smith

The biggest value about our area is the sense of strong community. There’s truly no other place I’d rather live. I’m just happy to be here, in this very special place.

RAMONA DARDEN