Blazing an Artisan Trail in the Northern Neck
You visit the working studios and galleries of artists and craftspeople in every medium—watch them work, hear their stories, and purchase a piece of Virginia. You tour working farms with your family, see how goat cheese is made, watch the annual alpaca shearing, and stop by the farmer’s markets.
You visit the aquaculturists, see how shellfish habitat is rebuilt, or visit a boat builder, or crab pot maker. You check out the food scene—taste regional cuisine, locally sourced ingredients, heavenly homegrown treats—and tour a winery, or brewery. If you decide to spend the night, the trail guides you to a choice of lodging.
This concept, a Northern Neck artisan trail, is being explored by a group of innovative community leaders and artisans. The proposed trail would encompass a five-county region, including Lancaster, Northumberland, Richmond, Westmoreland, and King George counties. “It would provide visitors with interest in anything handmade, homemade, or homegrown, a great way to explore the region while also facilitating economic development,” said Lisa Hull, economic development and tourism coordinator for the Northern Neck Planning District Commission.
“The artisan industry is one of the state’s greatest untapped economic resources, and tourism keeps us viable,” explains Rosemary Mahan, chairwoman of the task force. “It drives educational opportunities and economic development. Our whole way of life is tied to our natural resources, service industries, and tourism.”
Susan Cockrell, deputy town manager of Kilmarnock, talks about how the task force got started. “The concept was presented to us in April when Andrew Pitts, a fabulous Heathsville furniture maker, invited Sherri Smith from the Artisans Center of Virginia to speak to community members and artists about how artisans can branch into a network of trails. Then, we organized a group to define interest, direction, geography, ground rules for participation, and funding sources to get the ball rolling.
“Travelers today want authentic, experiential travel. They want something ’real’—not Disney. They want to go places with their families, build shared memories through experiencing individual snippets of life. We have this place that is very unique, that’s all about the quality of life, the lifestyle, and the unique ability to be in touch with the natural world.”
“Our area is a prime site for tourism,” explains task force member Walt Heyer, executive director of the Westmoreland County Museum. “For people who grew up in small towns, it’s like coming home! And we have more access to waterways than anywhere else in Virginia, and some of the best state parks, with kayaking and biking trails. Some 300,000 people come every year to Westmoreland County State Parks alone.
“One type of activity featured on the proposed trail will be what we’re doing in Montross. On the second Wednesday of every month (except April), the museum features an exhibit from a local artisan, followed by Dine and Wine at The Inn at Montross. On the first Fridays, we have an Artwalk, with maps available for a self-guided evening of rediscovering local galleries and shops, and enjoying food and music in the village!”
The Artisans Center of Virginia (ACV), the state’s official artisan organization and provider of the Artisan Trail Network program, started in 2000. Currently, there are twenty-four Artisan Trails in Virginia. An example is the Monticello Artisan Trail, which features Albemarle and Nelson Counties with the city of Charlottesville and includes artist studios, creative venues, vineyards, breweries, a distillery, restaurants, and lodging.
“Working in partnership with the ACV, communities create regional trails, which make up the Artisan Trail Network,” explains Sherri Smith, AVC director. “The network offers a unique opportunity to form strategic alliances with artisans, venues, galleries, and retailers across the state, and connecting points of interest such as restaurants and lodging. To implement a trail, ACV requires a pledge from the community of $15,000. Or, as an option, ACV can provide fiscal agent administrative services during the fundraising phase for a fee of 10 percent. Once the initial funding is pledged and the plan is approved, the funds are transferred to trail development, and a local team is established to build its artisan trail. Working with the management team, ACV devotes staff to begin work and becomes the trail’s 501(c)3, so the community can then operate autonomously, a process that takes at least a year.”
“ACV provides a lovely web platform for the program,” explains Susan. “The ACV website (www.artisanscenterofvirginia.org) is the back end. The front end is our local trail’s website, which will appear as a local site, allowing visitors to individualize their trip and print the map.”
A brochure will also be created and distributed at regional restaurants, hotels, visitor centers, and retail establishments. The brochure will showcase artisan studios, galleries, wineries, agri-artisans, as well as lodging and restaurants. It will also include a trail map and contact information for the points of interest.
Each participating business also creates an online profile page on the Artisan Trail Network, featuring pictures, descriptions, educational opportunities, and links to social marketing features and ACV’s statewide calendar of events. ACV shares the activities posted to its calendar through Facebook and Twitter. Each profile page is also connected to Virginia.org, the state’s tourism website, through a trip-planning datashare to increase visibility among potential travelers.
“Virginia tourism is all about more people staying longer,” explains Susan. “Folks who visit the area need to eat, buy gas, shop, find lodging, so it’s an economic driver for all local businesses. And it gives the professional artisans and agri-artisans a way to showcase their work and make a living. I’m hopeful that as it gets rolling, the artisan community and the local community will embrace it.”
This article appeared in the Fall 2014 issue of The Local Scoop Magazine, pgs. 22-25.