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For more information, contact:     
                                                                                                     
Shane Brogden                                                                                                                    

Director of Promotions and Communications

Email: Shane@riverdistrictassociation.com

River District Association Launches New “Music on Main” Series to Bring After-Hours Energy to Downtown This Summer

For Immediate Release

DANVILLE, Va. (July 9, 2026)  – 

The River District Association is inviting residents and visitors to make Thursday evenings their new downtown tradition with the launch of Music on Main, a new summer series presented by Caesars Virginia and the River District Association. Beginning Thursday, July 16, the series will pair local music with extended shopping hours at many Main Street businesses.

Rather than serving as a traditional concert series, Music on Main is designed to create a welcoming atmosphere throughout the River District. Live performances outside featured businesses will provide the soundtrack for an evening of shopping, dining and exploring, while participating businesses will remain open later than usual to welcome customers.

“Music on Main is about creating an experience,” said Tina Leone, executive director of the River District Association. “We want people to finish their workday and think of downtown as the place to relax, meet friends for dinner, browse local shops and enjoy live music. It’s just another way that RDA wants to encourage everyone to support our small businesses while building a vibrant downtown community.

Music on Main Schedule:

Thursday, July 16: Rock Steady at Elks Lodge #227 Porch (560 Main St.) from 5-8 p.m.
Thursday, July 30: Felice McWilliams at Moss Mountain Outfitters (326 Main St.) from 5-8 p.m.
Thursday, August 13: The League of Ordinary Gentlemen at The Dog-Eared Page Bookshop (525 Main St.)  from 4-7 p.m.
Thursday, August 27: Trevor Percario and Roland Burnot at Moss Mountain Outfitters (326 Main St.) from 5-8 p.m.
Music on Main is a pilot program designed to encourage extended evening hours at downtown businesses, giving residents and visitors another reason to linger after the workday and support local businesses. The initiative is made possible through the support of presenting sponsor Caesars Virginia.

“We are thrilled to partner with the River District Association to bring the Music on Main series to life this summer,” said Chris Albrecht, senior vice president and general manager of Caesars Virginia. “We believe creating an energetic downtown is a wonderful way to engage residents and visitors to discover and support our local businesses."

“Caesars Virginia’s sponsorship reflects their commitment to supporting the River District’s small business community,” said Leone.

The River District Association encourages the community to make Music on Main part of their Thursday evening routine by supporting local businesses and local musicians that make our downtown River District a vibrant destination.

For more information, contact Shane Brogden at shane@riverdistrictassociation.com or 434-791-0210.

About River District Association

The River District Association was organized in 1999 as the Downtown Danville Association and rebranded in May 2015 to complement the City’s River District brand. RDA is an accredited Virginia and National Main Street Community. 

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For more information, contact:     
                                                                                                     
Shane Brogden                                                                                                                    

Director of Promotions and Communications

Email: Shane@riverdistrictassociation.com

River District Association Prepares for Annual True North Speaker Series Juneteenth Celebration on June 19

For Immediate Release

DANVILLE, Va. (June 18, 2026)  – The River District Association will host its annual True North Speaker Series Juneteenth Celebration on June 19, honoring Black women's contributions to the community and unveiling the next season of its popular speaker series.

The event, running from 4 to 8:30 p.m. at Thee Arc Family Life Center, recognizes the impact Black women have made in entrepreneurship, economics, health and community development throughout the region's history.

This year’s celebration will feature a vendor marketplace showcasing Black women-owned businesses and artwork, panel discussions with season three speakers from the True North Speaker Series and networking opportunities for guests. Attendees can also look forward to music by DJ Pink-E and a performance of “Freedom Ain’t Free,” a skit written by Mitzi Coles with MGC Productions.

"What started as a way to make sure Black women’s stories had a permanent place in our community’s history has grown into something so much bigger than I imagined," said Lashawn Farmer, director of design and expansion for the River District Association. “Every season, we meet women who are reshaping what leadership looks like in Danville, and Juneteenth is the perfect time to celebrate all of them together.”

The True North Speaker Series airs monthly on the North Main Business District Facebook page, the River District Association YouTube page and airs twice a day on River City TV Comcast Channel 10. The series has spotlighted over 30+ women who lead with excellence across business, civic leadership and community work.

At this year's celebration, the River District Association will announce season four of the True North Speaker Series, themed "Living the Promise," and introduce the 11 women who will be featured throughout the upcoming season.

While this event specifically honors Black women's contributions to our community, it is designed for everyone. Friends and neighbors of all backgrounds are warmly welcomed and encouraged to attend.

"It's an honor to celebrate not only the achievements of these ladies, but their example for all of us and I can't wait for the community to meet the women of season four,” said Farmer.

The River District Association's mission focuses on transforming Danville's River District and North Main Business Corridor as a welcoming place for all while inspiring social and economic development in the Dan River Region.

For more information, contact Lashawn Farmer at lashawn@riverdistrictassociation.com or 434-791-0210.

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Event Details:

Event: True North Speaker Series Juneteenth Celebration
Date: Friday, June 19
Time: 4 p.m. to 8:30 p.m.
Location: Thee Arc Family Life Center - 427 E. Thomas St. Danville, VA 24540

For more information, contact:     
                                                                                                     
Shane Brogden                                                                                                                    

Director of Promotions and Communications

Email: Shane@riverdistrictassociation.com

For Immediate Release

River District Association Earns Triple Recognition with Chamber Honors, Statewide Milestone and National Main Street America Accreditation
 

DANVILLE, Va. (June 17, 2026) - The River District Association (RDA) has collected a string of honors this month, earning recognition at the local, state and national level for its work revitalizing downtown Danville’s River District.

At the Danville Pittsylvania County Chamber of Commerce’s annual awards ceremony on June 11, two RDA leaders took home individual honors. Lashawn Farmer, RDA director of design and expansion, received the WE Lead Award. WE Lead stands for Women’s Empowerment, and the award recognizes women who demonstrate exceptional leadership and community impact. Farmer’s work with the RDA spans placemaking, façade improvement and equitable economic development that centers resident voices. She is also the creator of the True North Speaker Series, which is preparing to enter its fourth season, as well as the annual Juneteenth Celebration, set for this Friday, June 19. The event highlights the speakers from season three of the speaker series and showcases Black female artists and more than 40 Black women-owned vendors.

"I am deeply humbled that someone saw a light in me worth recognizing," said Lashawn Farmer, director of design and expansion for RDA. "My prayer is that the light continues to shine, not on me alone, but on the vision, the work, and the people who make this community so special."

Kunal Patel, vice president of the RDA board of directors, was named as one of the recipients of the 2026 Young Professionals PACE (Professional and Community Engagement) Award. The annual award honors and recognizes emerging leaders under 40 who have made significant contributions to the region through professional achievement and community involvement.

“We are so incredibly proud of both Lashawn and Kunal,” said Tina Leone, executive director of the River District Association. “Lashawn’s vision and dedication to design and expansion and her work through the True North Speaker Series have been transformative for our community. This recognition reflects the meaningful work she does every single day. Kunal brings so much knowledge and thoughtful leadership to our board, and his PACE Award is a well-deserved acknowledgment of everything he gives to the community.

The RDA also received a Milestone Award last week at the 2026 Virginia Main Street Awards, recognizing RDA and its volunteers who collectively surpassed 10,000 hours of service as of Jan. 1, 2026. Those hours represent more than $361,400 in contributed support for downtown revitalization efforts.

Rounding out a banner month for the organization, the RDA has once again earned full Accredited status with Main Street America for 2026 – the program’s highest designation tier.

“Earning full accreditation again is a true honor, and it reflects the energy and heart of everyone who calls the River District home,” said Leone. “Danville’s River District is a place where neighbors gather, businesses thrive and everyone is welcome and this recognition affirms that we’re building something special together for our entire community.

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For more information, contact:     
                                                                                                     
Shane Brogden                                                                                                                    

Director of Promotions and Communications

Email: Shane@riverdistrictassociation.com

For Immediate Release

Celebrate National Small Business Week by Supporting River District Businesses
 

DANVILLE, Va (May 4, 2026) – In celebration of National Small Business Week (May 3-9), the River District Association (RDA) is inviting residents and visitors to show their support for the small businesses that make the River District a vibrant and welcoming destination to shop, dine, explore and connect.

Every dollar spent at a locally owned business is a direct investment in our community. The River District is home to a diverse mix of boutiques, restaurants, salons, studios and specialty shops. These businesses are owned and operated by neighbors who are deeply committed to the growth and vitality of our downtown.

“When you choose to spend your time and dollars locally, you’re investing in our community and helping our downtown continue to grow and thrive,” said Tina Leone, executive director of the River District Association.

Simple Ways to Show Your Support This Week

• Shop at a local boutique or specialty store
• Grab coffee, lunch or dinner at a downtown restaurant
• Book a service with a local salon, studio or wellness business
• Share your favorite River District businesses on social media
• Invite a friend or family member to spend the day exploring downtown, the Riverwalk Trail or the new Riverfront Park
  
  

2026 has already been an exciting year for the River District, with several new businesses opening their doors and more on the way.

The community is invited to celebrate two upcoming ribbon cutting ceremonies hosted by the River District Association:

·      River City Florals (308 Craghead St. Suite 104) – Friday, May 15, at noon

·      River District Meat Market (315 Lynn St. Suite B) – Friday, May 22, at noon

All ribbon cutting ceremonies are free and open to the public. Come show your support and help us officially welcome these exciting new businesses to the River District.

Throughout National Small Business Week, the RDA will highlight some of the incredible businesses that call the River District home. Follow along on the RDA social media channels to learn more and plan your visit.

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About River District Association

The River District Association transforms Danville's River District into a welcoming destination that drives economic and social development across the Dan River Region. As an accredited Virginia and National Main Street Community and 2023 GAMSA (Great American Main Street Award) recipient, RDA's innovative, inclusive approach strengthens the regional economy and enhances quality of life for all. Founded in 1999, RDA is a 501(c)(3) organization that is committed to excellence, collaboration and intentional action that benefits the entire community.

Planning to explore our downtown pollinator gardens during Historic Garden Week? Extend your visit and discover the shops and restaurants of the River District and North Main! Download the Pollinator Garden Tour Restaurant and Shopping Guide for a full list of participating businesses. Many are offering special discounts exclusively for Historic Garden Week ticket holders. 

Click to Download the Historic Garden Week Pollinator Garden Restaurant & Shopping Guide