TVRC Chamber News: The Voice of Business & Industry | February 2021

Chamber News FEBRUARY 2021

THE VOICE OF BUSINESS & INDUSTRY

Tourism in the Valley

Looking Ahead

INSIDE: 04 | New Members 06 | The Book Nook 08 | Trends in 2021 12 | Taste of Winchester

Bill Reduction for 2021!

REC is excited to announce that the cost of supplying electricity is falling.

Member-owners will see a bill reduction of nearly $6 per month in 2021. $

!

ALERT

In addition to the exciting news above, REC warns member-owners to beware of scammers attempting to take advantage of utility customers. REC will not call, text or email you to demand personal information or immediate payment. Please call REC directly at 1-800-552-3904 if you have any questions.

www.myrec.coop

TABLE OF CONTENTS

EXECUTIVE COMMITTEE Chair John Fox Green Sen, LLC. Chair-Elect Scott Harvard First Bank Vice Chair Charles Daniels Integrus Holdings, Inc.

DEPARTMENTS

FEATURES

04 | Letter From The CEO

08 | Trends in 2021

04 | New Members

11 | Clarke County

05 | TVRC News and Events

12 | Taste of Winchester

06 | The Book Nook 15 | State of the Chamber

Treasurer Adrian Taylor YHB Immediate Past Chair Tracy Vosika George Mason Mortgage, LLC

13 | The Trails at the Museum of the Shenandoah Valley

BOARD OF DIRECTORS Emily Burner Shenandoah University Jenny Grooms WMC Foundation

Top of Virginia Regional Chamber Sponsors

Jim Guisewhite SVN Commercial Specialists

Chamber Elite

James Imoh Edward Jones Investments Kevin McKannan Glenloch Legal P.L.C. Katrina Meade City National Bank

Chairman’s Club

Cary Nelson H.N. Funkhouser

President’s Club

Nadine Pottinga United Way NSV Kristy Powers Navy Federal Credit Union

Media Sponsors

Patti Solenberger Solenberger’s True Value Hardware James Stewart

Grafton Integrated Health

Letter From The CEO

CHAMBER STAFF

Remaining the Voice of Business Highlighting and applauding the Top of Virginia region’s Tourism and Hospitality Industries is especially meaningful after the challenging year 2020 was, and that 2021 will continue to be. Our wonderful colleagues in these industries have literally had to change their business models repeatedly to keep functioning and to provide the safety, quality, and service that their patrons expect. They continue to serve up delicious meals, provide lodging for weary travelers and those seeking a change of scenery, and offer cultural enrichment that is helping to refresh our souls.

In this issue of the Chamber News – The Voice of Business & Industry, you will hear from some of our community and business leaders who have been on the front lines of navigating these changes and offerings. Justin Kerns, executive director of the Winchester-Frederick County Convention & Visitors Bureau, and Felicia Hart, director of economic development & tourism for Clarke County, have been tremendous cheerleaders for the region, providing promotional awareness of our region as a safe and easily accessible destination point. They and their support teams have worked tirelessly to highlight the many opportunities for recreation, relaxation, and good food in our area and helped to keep our businesses moving forward.

We also highlight one of the region’s newest recreational additions, The Trails at the Museum of the Shenandoah Valley. What a gift this outdoor venue is to our community.

We appreciate the steadfastness of our Tourism & Hospitality industry friends. Let’s help them get to the other side of 2021 by supporting them with our purchasing power. Shop Local NSV.

Cynthia Schneider | CEO Top of Virginia Regional Chamber

UPCOMING EVENTS View the full TVRC calendar at regionalchamber.biz

2021 Greater Good Awards

2021 Corporate Challenge

Public Policy Series

Alamo Drafthouse Thursday, March 18 5:30 p.m. - 8:30 p.m.

Rock Harbor Golf Friday, June 11, 2021 More details to come

Spring 2021 More details to come

Welcome

New Members

Cynthia Schneider CEO cschneider@regionalchamber.biz

Billy Whirley Director, Membership Development bwhirley@regionalchamber.biz Dan Hitchcock Membership Development Specialist dhitchcock@regionalchamber.biz Kory Campbell Director, Marketing & Communications kcampbell@regionalchamber.biz Danita Roble Director, Event Management droble@regionalchamber.biz

407 S. Loudoun Street Winchester, VA 22601 540-662-4118 regionalchamber.biz

OUR VISION

Be the voice of business for Frederick & Clarke Counties and the City of Winchester, Virginia.

OUR MISSION

Thanks to our new members who joined the Chamber between January 1 and January 31. To learn more about membership benefits, call 540-662-4118.

Winchester Medical Center Foundation

Fivestars

F&M Bank

Cary Dunston

Delegate Bill Whiley

Apple Tent Rentals

EBK Corporation

Provide programs and services to meet the business and professional needs of our members.

OUR PURPOSE Connect business and community resources for mutual success.

TVRC NEWS & EVENTS Save the Date for the 2021 Greater Good Awards Lights. Camera. Action. Join the Top of Virginia Regional Chamber on Thursday, March 18, for the Greater Good Awards, presented

by Valley Health, as we salute companies and community leaders during an evening of celebration.

Save the Date: Marketing Mindshare Join TVRC’s Marketing Mindshare Group on Wednesday, February 24, from 9:30 a.m. to 10:30 a.m. to connect with peers on the latest marketing trends and challenges.

Honors to be presented include Small Business of the Year, Large Business of the Year, Entrepreneur of the Year, Citizen of the Year, Emerging Leader Award and NEW in 2021, Non-Profit of the Year.

Meetings are invite only, and open to all Chamber members and prospective members. To receive the full benefits of the group and meeting structure, please pre-register for each meeting.

All winners will be honored on Thursday, March 18, at the 2021 Greater Good Awards from 5:30 p.m. to 8:30 p.m. at the Alamo Drafthouse.

Learn more and register at www.regionalchamber.biz

Visit www.regionalchamber.biz for more event details as they become available.

Join TVRC on Friday, June 11, to participate in the fun-filled 2021 Corporate Challenge at Rock Harbor Golf Course.

Save the Date: 2021 Corporate Challenge

Learn more at www.regionalchamber.biz

TVRC Office Closure: Presidents’ Day The TVRC Office will be closed on Monday, February 15, in observance of Presidents’ Day. The office will re-open by appointment only on Tuesday, February 16, 2021.

COVID-19 Resources: Second Draw PPP Loans The SBA re-opened the Paycheck Protection Program (PPP) to ALL participating lenders. Eligible small businesses can apply for a First or Second Draw PPP loan. The portal was reopened to community lenders last week. Find out who is eligible, what the terms are and how to apply: https://bit.ly/39EbfIi COVID-19 Resources: Lord Fairfax SBDC Has your business been impacted by COVID-19? The Lord Fairfax Small Business Development Center (SBDC) provides accessible and knowledgeable resources through its staff and specialized consultants.

Learn more by visiting https://lfsbdc.org/has-your-business-

By Matt Swain, PR Manager Handley Regional Library System The Book Nook is a monthly column connecting the community to diverse authors and books about business and careers.

The Book Tour

by Andi Watson

A page-turning, dark comedy in brilliant retro style, this graphic novel watches one man try to keep it together while everything falls apart. Upon the publication of his latest novel, G. H. Fretwell embarks on a book tour. His trip gradually turns into a nightmare. Now the police want to ask him some questions about a mysterious disappearance, and it seems that Fretwell’s troubles are only just beginning…

Born a Crime by Trevor Noah The comedian traces his coming of age during the twilight of apartheid in South Africa and the tumultuous days of freedom that followed, offering insight into the farcical aspects of the political and social systems of today’s world.

Part of our Next Virtual Book Club Discussion on March 3rd Our monthly virtual book club, Brown Bag with Books, is available on Zoom.

Register and see what’s next at www. handleyregional.org/club

Need more inspiration? We help small businesses, entrepreneurs, and individuals take care of business at your local library. Visit www.handleyregional.org/ business

Trends in

2021

If there is one thing that this global pandemic has delivered to all of us consistently, it is uncertainty. No segment of our business community here in the Winchester-Frederick County area has felt this uncertainty more than the tourism industry. But buckle your seatbelts, everyone; we are far from a clear path forward.

Every week, the situation shifted; every week, we saw significant fluctuations of travelers, some weeks outpacing 2019, some weeks down 50%. Our only unwavering constant was uncertainty itself.

Finally, at an identically sluggish and lightning-fast pace, the day has arrived that a vaccine is being physically administered in our community. We can, at long last, take a breath of relief as we look forward to a “regular” spring and summer, right?

Hardly.

We find ourselves in the tourism industry with even more questions now than ever.

When will local, state, and federal restrictions loosen and dissolve? When will people feel safe to travel? When will weddings, government travel, youth sports, bus tours, and other group activities begin in earnest again?

When will we get those continental

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Clarke, Frederick, and Winchester offer unique outdoor options for spending time with the family to a quick shopping or dining experience.

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Small boutique shops to restaurants or our lodging partners, and local attractions, every week for almost a year now, it seems we have all constricted to looking no more than a week or two into the future. Look back in your emails to mid-March of last year. We were all shutting down “for about two weeks” to get a handle on this virus. Then in April, we were told that maybe by early June, things would be returning to normal. June events were canceled, and folks were shocked. Indeed, our vast regional slate of October events was safely distant in the future, right?

Written by: Justin Kerns Executive Director, Winchester-Frederick County Convention & Visitors Bureau

Travelers enjoy many community features safely from the newly opened Trails at the MSV, Richards Fruit Market, and Rock Harbor Golf Course

breakfast bars back into our local hotels?

From a destination standpoint, the biggest looming question is where will people want to travel once destinations are back to offering full, immersive experiences? Here in the Northern Shenandoah Valley, we are fortunate to have the very things that people who were traveling last year during the pandemic wanted – affordability, beautiful outdoor settings, authentic markets and orchards, smalltown charm, al fresco dining in spades, and all while being within a short drive from home.

They were not heading to the crowded beaches, big cities, theme parks, or international destinations. Our community benefited.

their marketing throughout past years, will be shouting from the rooftops to draw guests to visit their communities.

Now, we understand we have no way of competing with Disneyland, Las Vegas, or New York City, and that’s okay with us.

We have a reliable, professional campaign and plenty of data and resources available to target people whom we know are consistently interested in traveling to destinations such as Winchester and the Northern Shenandoah Valley. Those people who came here last summer because they could not go to Vegas

So, in summary, hold on to your hats; we are in for yet another year never seen before. People will be traveling more. We know we have a strong leisure destination with extraordinary and unique local businesses. Thanks to our recent research and data efforts, we know whom we can target to come here.

There is plenty of data and research showing that people will travel soon and that there is tremendous pent-up demand for multi-day leisure/vacation outings. The travel industry is widely touting that research around, and just about every destination from huge to tiny is gearing up for a bonkers summer.

I have been listening, though, to my peers, my family, my friends, and colleagues. Chatter on social media. And my own cravings.

Ask yourself, where do you and your family/ friends want to go as soon as you can travel again? How many people are saying road trips to small towns? Very few of the ones I’m hearing. I hear a great deal of Disneyland, Vegas, New York, Florida, Europe, cruise ships, big cities, all those primary market crowded spots that you were denied visiting for the past year. People are starved for crowds, mass social interaction, lines at places that you stand in just because something must be worth all these other people standing in line for. Remember those?

So, what does this possibly mean for the Winchester area? Should our small businesses and hotels expect a bleak spring and summer? Absolutely not. Just don’t expect last year, and don’t expect 2019, either. The year 2021 will be something new.

As a destination marketing organization, we are gearing up for a fight – a marketing fight to keep our destination top of mind and relevant. We know people will be traveling.

Many destinations, which have been silent in

we can drive interest, awareness, and conversions to our area.

Most importantly, we are fortunate that our tourism office never slowed down over the past year because of the excellent community support here. Since late last summer, we have had our foot on the gas and have no plans to let up any time soon. So yes, I can say we are excited to launch off into the great unknown this year … together.

probably are not going to be back right away.

We anticipate that we will eventually see them again, but that is getting ahead of ourselves and our Q4 and eventual 2022 strategy…

Beginning in April, we will launch our multi-platform Uncommon to the Core campaign, with rich imagery and clear messaging to set our community apart and show the world (or at the very least our target audiences) how incredible of a place this is. We do not need a cruise ship port. We don’t need mega-casinos with all-night shows. That is not our community. We know our strengths, we know who loves to come here, and we know

Clarke County Written by: Felicia Hart, Director of Economic Development and Tourism, Clarke County

^

impacts – including on the national economy and their personal and friends/family health – trended down from last week.

Felicia Hart connects Clarke County businesses with resources to help them thrive within COVID restrictions.

With Clarke and Frederick County and the City of Winchester being located at “the Top of Virginia” we take great pride in all that we have in our backyards. From a tourism and economic development perspective, we work hard to make sure that not only our tourists, but also potential new business owners know all that we have to offer.

Understanding how travelers are feeling is a first step in knowing how we need to plan to make sure we are prepared to meet the needs and expectations of those visiting us. In a recent weekly study done by Destination Analysts, Americans are feeling better about their future travel plans. In terms of what Americans are looking for in travel experiences in 2021, currently scenic beauty, outdoor activities, National Parks, road trips and beach destinations are top of mind. Here in the Shenandoah Valley we have a great deal of what they are looking for.

According to Destination Analysts, Americans’ anxiety about the pandemic quelled somewhat this week relative to last week. Save for the virus’ impact on their personal finances – which bumped up slightly – the level of anxiety about other coronavirus-related

Again, understanding the feelings of not only our visitors, but also those who live and work here is vital for us to be able to plan, and pivot, if necessary to meet their needs and expectations. From the chart below, you will see that the personal finance line has been taking a dip. As Economic Developers for Clarke, Frederick and the City of Winchester, we collaborate closely with not only the Top of Virginia Chamber, but also Lord Fairfax Small Business Development Center. We know our unemployment numbers are rising and we are working hard at providing needed workforce training opportunities – a message to both our business owners and those who are looking for new job opportunities.

This pandemic continues to demonstrate our need to work together and assist where and when we can. As part of this collaboration, we created the “Open and Safe” campaign. As business owners, we encourage you to visit our site at https://openandsafensv.biz and sign up. Here in the Top of Virginia, we can all make a difference, one person at a time.

Taste of Winchester Written by: Misty Weaver & Anthony Morelli Chief Eating Officers

As we completed our second year in business introducing locals and visitors to our Old Town restaurants and breweries through food and beer tours, we began to hear the warnings of a new virus sweeping the globe.

And as food lovers, we have been awestruck by our restaurant owners and workers in Winchester as we’ve weathered the lasting effects of COVID-19 for almost a full year now.

As a real estate agent and food tour operator with Taste Winchester History, I worried about the impact on our local industries alongside our restaurant owners, as they drive so much of the local economy. So many friends had put their whole lives into their restaurant, some having just opened a year before, like the much anticipated German Table serving up my favorite currywurst; and Fresco Kitchen, who unselfishly kept

our personal family fed each week with her meal plans. While we have lost the culinary offerings of Nathalie, Barbara, and a few other restaurants along the way, a number of real estate clients, and our entire 2020 tour season, we have watched many of our restaurant owners pivot and get creative to continue to serve our community safely while staying afloat themselves.

Summer gave owners a bit of a reprieve as we enjoyed outdoor seating while using technology like QR codes to pull up menus on our phones. As winter approached I’ve again watched restaurateurs create warm outdoor spaces, and continue taking appropriate precautions as warnings of a pandemic second wave looms.

Breweries like Winchester Brew Works had to quickly find new sources for plastic growlers as they could no longer allow refills, along with new marketing ideas to replace their usual events held throughout the year, such as the New Year’s Eve celebration. Hideaway Cafe created multiple subscription boxes from coffee to stickers, and even a weekend pastry box. Others came up with unique menus for curbside date nights so patrons could enjoy their meals at home safely.

Each weekend though we missed conversing with new friends we had the pleasure of meeting on our tours, and we knew we had to come up with a plan to help. We are now taking inspiration from our partners and launching our self guided food tours January 2021 so that we may continue to introduce people to our valued and varied restaurant choices in Old Town Winchester, and beyond!

The Trails at the Museum of the Shenandoah Valley Written by: Julie Armel

When The Trails at the Museum of the Shenandoah Valley (MSV) opened on Thanksgiving weekend, Winchester became home to Virginia’s largest art park.

Located on the grounds of the MSV and open daily from 7 a.m. to dusk, The Trails at the MSV is a 90acre, free-admission park with more than three miles of trails for walking, running, and bicycling. Along dog-friendly trails, the park includes engaging outdoor art installations and new entrances.

“Where do the Trails begin?” is a frequently asked question. As the park is made up of a network of trails with several entrances, there is no specific starting point to the Trails. Visitors may customize their experience and explore as many of the individual trails as they choose.

^ The ADA compliant Trails at the Museum of the Shenandoah Valley offer something for everyone.

To find out more and book a free tour, please visit www.themsv.org/trails Notable landscape features on the Trails include a standing stone circle, a fieldstone ha-ha (sunken stone fence), a grouping of 10 hills or “picnic mounds” ranging in height from 10 to 15 feet, and an allée with 46 newly planted oak and hickory trees.

Art installations in the park include Compa Rojo (My Friend Red) made in 2019 by Mexican-American artist Alejandro Martin Moreno Alonso a.k.a. “Otto” (b. 2000); Pentangle, a bronze work made in 1982

by American artist Rubin Peacock (b. 1941) and on loan from the Virginia Museum of Fine Arts; and Silo Skyline, an interactive mobile installed in a renovated nineteenth-century silo featuring moving iron birds and clouds.

Fun with Membership

State of the Chamber

TVRC MEMBER TESTIMONIAL:

Jeremy Shen Marketing Director Yount, Hyde, and Barbour

The State of the Chamber gave a chance to look ahead on the year before us to provide resources and connectivity to TVRC members.

“One of the things that we love about the Chamber is the opportunity to connect, for staff to meet new people, and training for younger staff to learn to communicate.�

Fun with Membership

Community Leadership Program in Photos

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1. Non Profit: Literacy Volunteers w/ Andy Gail Exec. Director 2. Education: FCPS Transportation Depot 3. Economic Development: Winchester Regional Airport 4. Community Culture: Keven Walker, The Shenandoah Valley Civil War Museum 5. Economic Development: Winchester Regional Airport 6. Agriculture: Marker Miller Orchard

The Trails at the Museum of the Shenandoah Valley (continued)

The Trails at the MSV is an evolving project. The Wetlands section—including a floating boardwalk and new pedestrian entrance on Amherst Street—will be finished this winter. When the Wetlands section is complete, visitors may walk an ADA-accessible, 2.25-mile loop around the MSV property that incorporates the .43-mile portion of Winchester’s Green Circle Trail in front of the MSV. Other park additions scheduled for 2021 include the installation of several works of art, the creation of another mile of rustic grass and mulch trails, the permanent installation of the outdoor photography exhibition “Give Me Shelter: Scenic Views of the Appalachian Trail” by Sarah Jones Decker, and the construction of a treehouse built around a walnut tree.

Eight years in the planning and at a cost of $9 million, The Trails at the MSV project was made possible by more than 1,000 donations and grants from several foundations, including the Glass–Glen Burnie Foundation. The construction of the paved, ADA-accessible trails was funded through a partnership between the City of Winchester, the Museum, and the Virginia Department of Transportation (VDOT).

Visit the MSV soon to see all the exciting things happening on the Trails and in the Museum galleries. Opening on February 20 and on view through August 8, 2021, the exhibition “Norman Rockwell’s America” will provide a first-hand look at original works of art by one of America’s most famous and beloved illustrators. The galleries are open Tuesday through Sunday from 11 a.m. until 4 p.m. More information about the MSV is available at www.theMSV.org.