Mount Jackson, Virginia, is having a moment. During a recent Tourism Tuesday episode of The Valley Today, Town Manager Olivia Hilton talks with host Janet Michael to share an ambitious slate of initiatives transforming this small Shenandoah County community. From quirky farmers markets to business incubators, Mount Jackson is proving that small towns can think big—and get a little weird while doing it. Click here to listen.
Honoring History First
Before diving into future plans, Olivia highlights the town’s commitment to preserving its past. On February 28th, Mount Jackson will host “Roots and Resilience,” the finale event for Shenandoah County’s Black History Month programming. The event features historian Rosemary Wallinger, who will discuss the CCC camp at Wolf Gap and her work revitalizing the Mount Jackson Colored Cemetery, which was recently added to Virginia’s historic registry. Notably, the town plans to record Wallinger’s presentation so descendants living in other states can participate virtually, demonstrating how Mount Jackson balances heritage preservation with modern accessibility.
Junk and Jams: When Markets Get Funky
Starting in April, Mount Jackson launches what might be the region’s most creative take on the traditional farmers market. “Junk and Jams” reimagines the second Saturday market experience by pairing music genres with seasonal themes, creating what Olivia describes as a “funky” alternative to larger regional markets.
The concept emerged from a brainstorming session—or perhaps a dream—by Assistant Town Manager, Greg Beam, who texted Olivia a flurry of ideas one morning. Rather than competing with established markets in Harrisonburg or Winchester, Mount Jackson decided to embrace its quirky side. Each month features a distinct theme: April kicks off with “Retro and Roots,” a 1950s greaser aesthetic meets spring cleaning, complete with retro kitchen kitsch, greenhouse starts, and farm-fresh eggs. May transitions to “Floral and Fiddles,” while August brings “Sunflowers and Southern Rock” during the town’s yard crawl weekend.
Beyond the alliterative themes, Junk and Jams incorporates interactive elements that set it apart. A Model T club will demonstrate disassembling and reassembling vintage cars. The local museum plans a “Price is Right” style game featuring historical products. Vendors will demonstrate kombucha brewing and tea making. Meanwhile, the town is developing a digital cookbook to tie into the bicentennial celebration, weaving history into every program.
Importantly, vendors don’t need to match the monthly theme—the music and decor create the vibe while crafters, farmers, and vintage sellers bring whatever handmade, homemade, or antique goods they offer. At just $10 per market or $60 for all six events, the barrier to entry remains intentionally low. As Olivia jokes, even if only she and Greg show up, “we’re gonna have the time of our lives.”
The Nest: Incubating Main Street’s Future
Perhaps Mount Jackson’s most ambitious project is The Nest, a retail incubator opening this spring in a renovated 1930s hardware store on Main Street. The concept addresses a common small business challenge: entrepreneurs who aren’t quite ready for their own brick-and-mortar location due to full-time jobs, health insurance needs, family obligations, or simple uncertainty about whether their hobby can become a viable business.
Thanks to two years of grant funding from the Virginia Department of Housing and Community Development totaling $125,000 distributed among 11 businesses, Mount Jackson created this shared retail space. Four “nesters” from the Mount Jackson Five business program will anchor the location: Joyce Kelly with Two Turtle Doves, Ryan Peters with Home Revival & Decor, Mike with Poppy’s Dust, and Alex and Abby with Sunbliss, a healthy prepackaged meal service.
However, The Nest won’t resemble typical booth-style antique malls. Instead, Olivia envisions one cohesive boutique experience where established businesses like Jon Henry’s, Clementine Vintage, and Nana’s Blue Greenhouse occupy corners alongside the newer entrepreneurs. The space will even incorporate display pieces from other downtown businesses like Mount Jackson Thrift & Gift and Search, with commission-based sales creating a truly collaborative downtown ecosystem.
Currently, the town’s public works team is renovating the space, leaving Olivia with what she calls “the most stressful choice of my life”—picking paint colors. Meanwhile, Alex from Sunbliss, who happens to be a talented artist, will create a 2.5-by-25-foot mural inside, possibly featuring a woodpecker doing woodwork. As Olivia puts it, “Whatever you wanna do, you’re the artist.”
The nesters will contribute volunteer hours as part of their learning experience, while the town navigates various business models including consignment, wholesale, and commission arrangements. The goal remains clear: give entrepreneurs one to two years to test their concepts before they “fly the nest” into their own storefronts.
Nights at the Nest: Midweek Main Street
To launch The Nest and activate downtown during typically quiet evenings, Mount Jackson introduces “Nights at the Nest” beginning in May. Every second Tuesday from 4 to 8 PM, the retail space stays open late while a food truck parks in the grassy pocket park between Search Thrift and The Nest. The town plans to string bistro lights between buildings, book live music, and transform an underutilized green space into a gathering spot.
As Olivia notes, “Nothing to do on a Tuesday? Come on out and shop a little bit, maybe do some live demonstrations.” It’s another example of Mount Jackson creating its own social scene while supporting local businesses.
The Vintage in the Valley Question
The conversation took a bittersweet turn when discussing Vintage in the Valley, Strasburg’s beloved festival that was canceled for 2025. Olivia expressed frustration that a community with such dedicated volunteers—including Cath from Lydia’s, Sue at Clementine, and the Emporium team—couldn’t secure municipal support to continue the event.
While she quickly dispelled rumors that Mount Jackson would simply absorb the festival (she clarified that the heart of Vintage lies with its volunteer committee, not just a location), she revealed that discussions are underway for a potential “Vintage Through the Valley” concept that would spread the event countywide. This approach would preserve the Emporium’s central role while preventing the complete loss of a cherished regional tradition.
Janet admitted she may have started the Mount Jackson rumor herself, though Olivia acknowledged the temptation was real. Instead, she’s been reaching out to former Vintage in the Valley vendors, inviting them to try Junk and Jams as an alternative.
A Town Creating Its Own Social Life
Throughout the conversation, Olivia’s enthusiasm and self-awareness shine through. She jokes about “creating my own social life in Mount Jackson,” acknowledges when she loses naming debates (she advocated for “Citrus and Soul” in September but conceded to “Apples and Americana” for proper alliteration), and celebrates the “you’re changing the world” text messages she receives from Rosemary Wallinger.
This personal investment reflects a broader truth about small-town revitalization: it requires passionate individuals willing to take risks, embrace quirkiness, and build community one event at a time. Mount Jackson isn’t trying to become Harrisonburg or Winchester. Instead, it’s carving out its own identity as a place where vintage meets vegetables, where business incubators share space with established retailers, and where a Tuesday night can become a destination.
Looking Ahead
As Mount Jackson celebrates its bicentennial, the town demonstrates that honoring 200 years of history doesn’t mean living in the past. By supporting entrepreneurs, creating unique market experiences, preserving important heritage sites, and fostering collaboration across the downtown business community, this small Shenandoah County town offers a blueprint for rural revitalization that other communities might study.
Whether you’re interested in retro kitchen kitsch, healthy meal prep, vintage treasures, or simply supporting a town that’s willing to get funky with its farmers market, Mount Jackson invites you to be part of its story. Just follow Town of Mount Jackson on Facebook and Instagram, or check out The Nest’s new social media managed by Black Valley Creative.
And if you see Olivia recording a podcast from her parked car before class, know that she got there early just to share Mount Jackson’s good news. That’s the kind of dedication that’s making this small town’s big year possible.
