Blog
Celebrate National Small Business Week by Supporting River District Businesses
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.
Pollinator Garden Tour Restaurant & Shopping Guide
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
North Main Visionaries Announces New Committee Structure and Leadership
For more information, contact:
Shane Brogden
Director of Promotions and Communications
Email: Shane@riverdistrictassociation.com
For Immediate Release
February 27, 2026
North Main Visionaries Take Collaboration to the Next Level with New Committee Structure and Leadership
DANVILLE, Va. (Feb. 27, 2026) - The North Main Visionaries Collaborative Group is entering a new phase, advancing its work through the creation of focused committees and the appointment of four community leaders as committee chairs. Launched in January 2024 as a community council, the group has evolved in response to increased education, deeper engagement and a shared commitment to shaping the future of the North Main corridor. The shift aligns with the continued expansion of the River District Association and broader revitalization efforts in the North Main District, marking the group’s move from discussion to informed, community-driven action supporting long-term district-wide growth.
As part of this next phase, the Collaborative Group has established four committees aligned with key community priorities:
Health Committee – Chaired by Kitteria Mayo
Kitteria “Kitt” Mayo brings more than 30 years of service rooted in care, connection and community advocacy. Beginning her career in long-term care, she supported patients and families through life’s most vulnerable moments, shaping a people-centered approach to healing and support. She later transitioned into public health, where she has taken on leadership roles focused on awareness, prevention, and community resilience.
Mayo has served as Chair of Walk Teams for the Alzheimer’s Association in Danville, Virginia, and contributes to the West Piedmont Trauma and Resiliency Taskforce, Veterans Suicide Prevention Taskforce, and Allies for Housing Action. Currently employed by The Health Collaborative, she is recognized for connecting individuals and families with meaningful resources that promote stability and hope.
A lifelong resident of Danville, Mayo is a proud mother of two and a dedicated community advocate. She holds certifications in Nonprofit Management and Executive Nonprofit Management from Duke University, as well as Strategic Doing certification from Purdue University, and continues to lead with compassion, purpose, and a deep belief in the power of community.
Education Committee – Chaired by Keisha Averett
Keisha Averett will serve as Committee Chair for Education with North Main Visionaries, bringing a lifelong commitment to education and community-centered leadership. A former PTA President and Booster Club President, Averett currently works as a youth career coach and serves on the Danville School Board, supporting students and families at every stage. Guided by the belief articulated by Marian Wright Edelman that education improves lives and communities, she is honored to advance collaborative, student-focused impact through this role.
Art & Culture Committee – Chaired by Lauren Smith
Lauren Smith brings a creative perspective shaped by her background in fine arts and communications. Originally from San Francisco, she earned a degree in Fine Arts with a minor in communications from East Stroudsburg University. Drawn to Danville by her love of Victorian architecture, Smith has made the community her home, contributing an eye for design, a deep appreciation for culture, and an optimistic vision for the community’s future in Danville.
Economic Growth Committee – Chaired by Takita Walker
Takita Walker is the founder of VENT (Verbally Erase Negative Thoughts) and VENT & Vibe Design Lab, where creativity and healing intersect. Through graphic design, custom apparel, and youth mentorship, she empowers individuals and communities to transform negative thoughts into art, confidence, and purpose. Walker’s work is rooted in mental health awareness, creative expression, and a strong commitment to uplifting the next generation.
These committees are designed to allow for deeper exploration of ideas, stronger partnerships and more focused recommendations to advance long-term redevelopment and neighborhood vitality along North Main.
“The creation of committees marks a major milestone for the North Main Visionaries,” said Lashawn Farmer, director of design and expansion for the River District Association. “This structure reflects the growth of the group and the leadership capacity that has developed through ongoing education and engagement.”
The collaborative group’s work aligns with the North Main Small Area Plan and emphasizes sustainable growth and inclusive community participation. Committee members will meet as needed and report back to the full group, ensuring transparency, shared learning and collective decision-making.
“The North Main Visionaries have become an essential partner in shaping thoughtful, community-informed redevelopment,” said Tina Leone, executive director of the River District Association. “Their work strengthens the connection between residents, stakeholders and long-term district planning, and it plays an important role in advancing inclusive growth along the North Main corridor.”
The North Main Visionaries collaborative group remains committed to fostering mission-aligned redevelopment that honors the history, culture and future potential of the North Main corridor. With expanded leadership and a stronger framework for collaboration, the group is positioned to support meaningful progress in 2026 and beyond.
For more information about the North Main Visionaries Collaborative Group or to learn how to get involved, please contact Lashawn Farmer at 434-791-0210, or email lashawn@riverdistrictassociation.com
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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.
RDA Names Tina Leone as Next Executive Director
For more information, contact:
Shane Brogden
Director of Promotions and Communications
Email: Shane@riverdistrictassociation.com
For Immediate Release
January 28, 2026
River District Association Names Tina Leone as Next Executive Director
DANVILLE, Va. (Jan. 28, 2026) - The River District Association (RDA) announced today the appointment of Tina Leone, CPA, CGMA, as its new executive director, effective Monday, Jan. 26, following an extensive search. Leone will lead the organization’s work to continue transforming Danville’s River District into a welcoming, lively place for all while advancing social and economic development across the greater Dan River Region.
Leone brings more than 25 years of leadership and financial management experience in nonprofit, downtown and economic development organizations. Her role as chief executive officer of the Ballston Business Improvement District (BID) in Arlington, VA, closely aligns with the work she will lead at RDA. At Ballston BID, Leone provided founding leadership from the BID’s inception and established it as a regional driver of economic development, branding and community-building. Under her leadership, Ballston BID earned multiple national and international awards for marketing, placemaking, and public relations, while launching innovative programs such as BallstonGives, large-scale public art initiatives, and award‑winning events that attracted tens of thousands of attendees each year.
Prior to her tenure at Ballston BID, Leone served as president and CEO of the Alexandria Chamber of Commerce, where she led a successful turnaround that stabilized finances, increased membership and re-established the Chamber as a leading business advocate. She also served as CEO and CFO of the Lorton Arts Foundation, where she helped transform a former prison into the nationally recognized Workhouse Arts Center through complex adaptive reuse, innovative financing and multimillion‑dollar fundraising.
“On behalf of the Board of Directors, RDA is thrilled to welcome Tina Leone as our next executive director,” said Emma Lugar Sellers, president of the River District Association Board of Directors. “Tina has a proven track record of leading downtown and business improvement organizations through transformative growth, fostering strong public–private partnerships, and elevating communities on the regional and national stage. Her experience launching successful placemaking initiatives, supporting entrepreneurs and advocating for business will be invaluable as we build on the momentum in Danville’s River District and across the Dan River Region.”
“I am honored to join the River District Association and to work alongside the board, staff, City of Danville, and community partners who have already achieved so much in revitalizing this historic downtown,” said Tina Leone, incoming executive director of the River District Association. “The progress in Danville is inspiring—from being recognized as an All‑America City to the national attention RDA has received as a Great American Main Street—and I am excited to help write the next chapter of this success story.”
“As executive director, my focus will be on listening deeply, strengthening relationships, and championing inclusive economic opportunity for residents, entrepreneurs and small businesses throughout the River District and the greater Dan River Region,” said Leone. “Drawing on my experience with the Ballston BID and other community‑driven organizations, I look forward to advancing RDA’s mission, growing innovative programs, and ensuring that everyone can share in Danville’s growing quality of life.”
The Board of Directors would like to extend its heartfelt thanks to Alyssa Turner, RDA's interim executive director, and RDA’s dedicated staff, Lashawn Farmer, director of design and expansion, and Shane Brogden, director of promotions and communications, for their leadership and commitment during this time of transition. In this work, continuity and trust matter deeply, and their steady presence ensured that the organization’s mission remained strong and relationships with downtown stakeholders, businesses, and community members not only stayed intact, but deepened. Their commitment and teamwork throughout this period speak to the strength of the organization and its shared investment in the future of our community.
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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.
River District Association to Unveil Gateway Mural and Community Pollinator Garden on North Main Corridor
For more information, contact:
Shane Brogden
Director of Promotions and Communications
Email: Shane@riverdistrictassociation.com
For Immediate Release
November 10, 2025
River District Association to Unveil Gateway Mural and Community Pollinator Garden on
North Main Corridor
DANVILLE, Va. (Nov. 10, 2025) – The River District Association (RDA) will celebrate a major milestone in the North Main Corridor’s revitalization on Thursday, Nov. 13, with the unveiling of two new additions designed to welcome residents, visitors and support local pollinators.
The event will begin at 3:30 p.m. at the Pollinator Garden on the corner of North Main Street and Worsham Street. After unveiling and exploring the garden, attendees will walk down to unveil the highly anticipated North Main Mural at the gateway entrance to the corridor at Riverside Drive and North Main Street. A shuttle will also be available for guests needing transportation between the two locations.
“This is the time we can celebrate and show how community, collaboration and dedication can make amazing things happen," said Lashawn Farmer, director of design and expansion for the River District Association. "The gateway mural and pollination garden represent what's possible when residents, local artists, and community partners unite with a shared vision.
The mural project began when RDA worked with a committee from the North Main Visionaries Collaborative Group to commission experienced local artist and muralist Billie Jones. Jones created the design and painted the mural, with assistance from community members, on the retaining wall at the Riverside Drive and North Main Street intersection. This project was made possible by RDA and the Virginia Department of Housing and Community Development (DHCD).
The North Main Visionaries Collaborative Group partnered with the City of Danville Public Works, Bee City USA Danville, VA, and City of Danville Parks and Recreation, to transform the corner of North Main and Worsham streets into one of several Pollinator Gardens in the city.
"Public Works is proud to have collaborated with the North Main Visionaries to create a beautiful green space that not only enhances our neighborhood but also supports vital pollinator habitats as part of our BEE City USA initiative," said Jessica Smith, arborist for the City of Danville. "We're looking forward to hosting educational workshops here and inviting everyone in the community to learn how they can get involved and help Danville grow greener."
The pollinator-friendly space features native plants, an art sculpture and benches for visitors. The projects mark the beginning of continued revitalization work by RDA, the North Main Visionaries and the city along the North Main corridor.
For more information about the River District Association, or if you have any questions about this ceremony, please visit riverdistrictassociation.com or contact Shane Brogden at shane@riverdistrictassociation.com.
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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 committed to excellence, collaboration and intentional action that benefits the entire community.
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