Mission / Vision / Values

The Board of Directors of the River District Association (RDA) believes that a vibrant downtown is critical to the quality of life and the economic well being of the City of Danville and the surrounding region.


RDA's mission is to ensure the long term viability of Danville's River District as a center of business and civic life, and a source of community pride. RDA carries out this mission through activities to attract and retain businesses, residents and visitors while promoting Danville's high quality of life, preserving its historic and cultural assets, and capitalizing on its unique location along the Dan River.  RDA works in partnership with the City of Danville and other stakeholders to reexamine this vision as the area changes and achieves important milestones.


Our vision is simple: Danville's River District will be a vibrant place to live, work, and visit for the diverse population of Danville and the greater Dan River region.


Building on Main Street America's Main Street Four-Point Approach™ (promotion, design, economic vitality, and organization), RDA has also adopted Main Street America's Guiding Principles for best practices.  These eight principles are, essentially, a statement of values that aspiring Main Street partners uphold as they carry out their work, including a focus on developing quality programs, genuine partnerships, local leadership, and adaptive changes. To these eight principles RDA adds inclusivity, recognizing that our work should benefit a diversity of residents, workers and visitors to the River District.

RDA's Board of Directors and staff understand that the revitalization of the River District is both a process and a journey.  We accept the patience, persistence, and perseverance necessary to accomplish our goals and objectives.