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Matchsticks BBQ owners Matt and Nicole Sileno continue to support local school children by providing free lunches every Thursday.
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Donations made by Iron-Bound gym members landed them this limited-edition t-shirt. The proceeds went towards gym staff salaries.
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Mimosa kits have been a hot seller for Aromas Coffee, Cafe & Bakeshop.
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Virginia Bread Company partners with its patrons to provide free bread for Williamsburg House of Mercy.
The fallout from COVID-19 tested Williamsburg’s ability to respond and adapt to change. The questions: How would our businesses thrive under social distancing guidelines that prohibited patrons from entering brick-and-mortar establishments? And how would we continue to be generous as a community under those limitations?
As I scrolled through Instagram and Facebook viewing and interacting with businesses’ posts and as I talked with people in threads, I felt the closeness and loyalty shared by these businesses, their faithfuls, and the community they serve.
As we adapt and change with the present COVID-19 climate, I want you to know that magnificent things are still happening in our businesses, our health care systems, in our schools, and in our neighborhoods. In honor of that common ground that exists between us all, I want to recognize some businesses adapting and changing with the times and the goodwill between those establishments and the community. This is not an exhaustive list, just a few that caught my eye. I’ll continue to share more in the coming weeks.
IRON-BOUND GYM
Keeping clients active online and staff on payroll.
Since COVID-19 hit, Iron-Bound Gym ramped up its online fitness offerings for its members through its private Facebook group. “All the instructors said it felt strange at first because you’re teaching no one, but reading the comments helps you feel close to everyone,” said owner Scott Grafton. Iron-Bound Gym continues to pay its staff and Grafton allowed the community to help in those efforts through a limited-edition T-shirt. “The community support for us has been overwhelming,” he said.
MELLOW MUSHROOM
Servicing teachers and essential employees.
Aside from providing its popular gluten-free, vegan and vegetarian pizza options curbside, Mellow Mushroom feeds teachers and health care workers affected by COVID-19. “Every Thursday we feed about 60 staff members at Riverside, and we've been donating to Sentara,” said Brittany Kirby, owner of Mellow Mushroom. “As a community, we have to do everything for the people that are taking care of our family and kids.”
AROMAS COFFEE, CAFE & BAKESHOP
Bridging fun and innovation.
If you think you’re having trouble remember what day it is, the team at Aromas Coffee, Cafe & Bakeshop might say, “Hold my latte!” Their theme days on Facebook and Instagram will put a smile on your face. “We’ve done Christmas, Fourth of July, and Easter,” said owner Michelle Sieling. While coffee continues to move, its mimosa kits have been a popular seller (likely among us overburdened parents!). “We’ve sold about 30 of those,” she said. “We’re just trying to bring a little normalcy in an uncertain time.”
MATCHSTICKS BBQ
Still committed to feeding indigent school children.
Matt and Nicole Sileno of Matchsticks BBQ continue to ensure that school children have an excellent lunch. Every Thursday in the parking lot of their future restaurant location in Midtown Row, they give away free lunches. “We have given out an average of 50 lunches each time,” said Matt Sileno. Kids choose between a pulled pork sandwich or a hot dog, a bag of chips, a cookie, fruit, and a drink. “Nicole and I believe no child should go hungry, and we are striving to do as much as we possibly can to prevent it,” he said.
SENIOR RUNS
Supporting the vulnerable and the aging during COVID-19.
With the aging population vulnerable to coronavirus, Senior Runs, which helps seniors run errands, grocery shop, and get to medical appointments, now does the heavy lifting for its clients. “We are still providing essential transportation services but focusing on helping seniors to stay in by providing errand and delivery service,” said owner Jaynee Sasso.
Senior Runs drivers average 25 trips per week. Its recent partnership with Riverside Choose Home will add more runs. “We launched the COVID-19 relief effort last week, [so trips will] increase significantly with the Riverside folks we serve now,” she said.
VIRGINIA BREAD COMPANY
Feeding the homeless.
If sliced white bread bores you, Virginia Bread Company sells baked artesian bread. Order online or grab some from the “cozy front porch” at her mother’s Toano farm. “We participate at my mother’s farm pop up on Saturdays,” said co-owner Ainsley O’Rourke. Through the generosity of its customers, Virginia Bread Company provides bread to Williamsburg House of Mercy, a service helping Williamsburg’s homeless. “We are making weekly deliveries (upwards of 100 loaves),” said O’Rourke. “I think it’s important to do our part during this stressful time.”
