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Shirley Vermillion, Founder & Director of 2nd Sundays Williamsburg
Spark Plug Winner
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Betsy Fowler, Williamsburg Regional Library Director
Spark Plug Honorable Mention
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Michael Kimball, Consociate Media Partner
Spark Plug Honorable Mention
Shirley Vermillion, Founder & Director of 2nd Sundays Williamsburg
Spark Plug Winner
In 1993, Shirley Vermillion packed her bags and headed west to Seattle, Washington, to experience the world beyond Virginia. What she witnessed—street festivals awash with live music and fine and performing arts—set her soul ablaze.
“It was cool to wander the streets and be surrounded by creativity,” Vermillion said.
She met husband Pete in 1995, and the couple relocated to Williamsburg in 2001 with two children in tow (and added two more in 2003 and 2006). Vermillion’s excitement about living in a small college town quickly faded when she realized the city lacked a true festive epicenter. Beyond Aromas, no diverse creative and social hub existed—especially for children—and few places offered live music during daylight hours.
“I missed the strong sense of community, creativity, connection and vibe that captivated me in the Pacific Northwest,” she said.
Over the next several years, the Universe kept connecting Vermillion with talented artisans and musicians. And though she hoped someone else would organize them, she decided to make it her calling.
Vermillion creating the First Colony Art Bazaar in 2007, which featured upward of 30 creators twice each year. The event was well-attended within the community, but she felt people outside of the neighborhood would see it as exclusive to First Colony. This inspired a bigger vision—bringing the flair of the Pacific Northwest to Williamsburg.
“Since this is a tourist town, I wanted to reach more people. I wanted [tourists] to be able to take something home from a Williamsburg artist or musician,” she said.
She approached Chef David Everett at Blue Talon Bistro in the spring of 2010. He was overseeing the movies on Prince George Street, and she wanted to gauge his interest in having her bazaar on the street in front of the restaurant. He agreed, and with the city’s approval, 2nd Sunday was born that June with 20 vendors.
“I wanted the arts, handcrafts and live music to be in a central location; where locals and tourists could easily savor the talent with easy access to downtown parking and a multitude of dining options. It provides the perfect setting for a street art and music festival,” Vermillion said.
In 2017, Pete passed away, and despite her loss, with the help of two of her boys, she didn’t miss a beat. Now nearly 10 years later, you’ll find craft beer, kombucha, fine and performing art, drum circles, food trucks and live bands on every corner featuring and artists of all ages, genders and ethnicities. And with her CultureFix partnership, it’s only going to become more diverse as both organizations collaborate to make Williamsburg a more festive town that draws crowds and creators from all walks of life throughout it’s season.
“It’s work, but it’s worth it,” she said, thinking of the smiling faces she sees each month. And it doesn’t hurt when the occasionally festival goer says, “This makes me think of Asheville, North Carolina, or Portland, Oregon.”
The best part? Vermillion created something funky and eclectic that families can enjoy.
Betsy Fowler, Williamsburg Regional Library Director
Spark Plug Honorable Mention
Williamsburg Regional Library Director Betsy Fowler sees the 21st century library as “the heart of the community.”
Since joining the organization in 2017, she’s revived librarian-led book groups, launched adult reading programs, and has overseen the development of City Square—the library’s plaza—and the Kids Idea Studio project, which she describes as “part library, part children’s museum.” She visualizes the library becoming a civic hub of teaching, dialogue, and idea sharing within the community. Fowler also plans to add more technology to encourage digital creators to use the spaces.
“We’re excited about how people are using the library,” she said. “The fact that everyone can access information and improve their lives is really important.”
Michael Kimball, Consociate Media Partner
Spark Plug Honorable Mention
Michael Kimball launched Williamsburg Winery Cycling Club in 2016 as a means of staying active. Today, upwards of 40-50 cyclists gather on Sunday mornings to pedal the scenic roads of Historic Triangle. After the ride, cyclists are invited to socialize over brunch at the property’s Gabriel Archer Tavern.
“It was our attempt to promote an active balanced lifestyle, and it offered us the opportunity to showcase the beautiful historic triangle in a way that can only be experienced on two-wheels,” said Kimball.
He believes businesses should find fun and meaningful ways to connect with the community in ways that don’t pressure consumers, but instead shows the brand’s authenticity.
“People want unique experiences and to engage with brands that align with their values,” he said.