Community, Commerce, and Creativity in Mount Jackson

Mount Jackson tourism pod

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.

The Nest, The Fest, and The Future: Mount Jackson’s Entrepreneurial Journey

Mount Jackson's taterfest

In the heart of Virginia’s Shenandoah Valley, the town of Mount Jackson is quietly staging a revolution—one that blends entrepreneurial ambition with a hearty dose of small-town quirkiness. In a recent episode of “The Valley Today,” host Janet Michael sat down with Olivia Hilton, Mount Jackson’s dynamic town manager, to discuss how a business incubator program and a potato-themed festival are transforming the local landscape. Click here to listen.

The conversation opens with Hilton, ever the multitasker, joining the call from her car before a class—a fitting metaphor for the hustle and adaptability that define both her leadership and the town’s approach to economic development. At the center of their discussion is the Mount Jackson Five, a business bootcamp and grant program designed to help aspiring entrepreneurs turn their dreams into reality. Now in its second year, the program has already helped launch several successful businesses, thanks to a combination of state funding, local investment, and a supportive community.

“We gave out $60,000 in grant funding last year, and all four businesses we supported have opened their doors,” Hilton shares, her pride evident. This year, the program has expanded, with increased funding and a new twist: the creation of “The Nest,” a shared incubator space for businesses not yet ready for a brick-and-mortar location. “We learned that people are at different stages in their entrepreneurial journey,” Hilton explains. “The Nest gives them a place to grow before they take the leap.”

The program’s collaborative spirit is a key ingredient in its success. Rather than pitting participants against each other, the Mount Jackson Five fosters a sense of family, with group dinners and shared learning experiences. “It’s about recruiting, doing a little bit for retention, and then letting them fly,” Hilton says. The bootcamp covers everything from marketing and finance to zoning and signage, with local experts—including Janet—lending their knowledge.

But Mount Jackson’s renaissance isn’t just about business. It’s about community, and nothing embodies that better than TaterFest, the town’s annual celebration of all things potato. What began as a quirky idea has blossomed into a beloved event, drawing over 3,000 attendees last year. “People will always like quirky,” Hilton laughs. “And everyone likes carbs.” The festival features everything from a “couch potato” 5K and cow patty bingo to tater-themed tattoos and a mashed potato sculpting contest. Local businesses, farmers, and artisans all join in, making it a true showcase of the town’s creativity and camaraderie.

The festival’s success, like the business incubator, is rooted in partnerships. Building owners offer flexible leases and help with renovations, while local organizations pitch in with resources and expertise. “It just takes a little teamwork,” Hilton notes. The town even maintains an up-to-date inventory of available commercial spaces, making it easier for would-be entrepreneurs to find their perfect spot.

As the conversation winds down, it’s clear that Mount Jackson’s story is one of resilience, innovation, and joy. Whether it’s launching new businesses or celebrating with a potato pageant, the town is proving that economic development and community spirit can go hand in hand—and that sometimes, the best way to grow is to embrace your inner spud.

Mount Jackson Community Hubs

mount jackson parks

Mount Jackson’s parks and recreational areas are booming with new developments. In this episode of The Valley Today, host Janet Michael invited Olivia Hilton, the town manager, to provide all the inside details. Click here to listen.

Initially approved in January, the master park and pedestrian connectivity plan, or MP3, is Olivia’s primary focus. It all starts with Lions Park, the main community park, which is set to have a new entrance from Route 263 and better restroom facilities. Additionally, the park has expanded by 20 acres, thanks to strategic land acquisitions.

The new Jacktown Bark Park for dog owners is also a hit. Located downtown on King Street, it’s designed to be a convenient and enjoyable space for local residents. It’s equipped with artistic installations, water fountains, shade, and benches, as well as plans for future expansions based on community feedback. The grand opening will be held on Saturday, June 28th from noon til 3pm. The celebration will feature local groomers, baby pools, and plenty of treats for dogs and their owners.

Red Banks Park is another significant project in the works. The park will offer 11.5 acres of river access, complete with parking, restrooms, picnic spaces, and fishing drop-ins. It’s all part of the town’s broader goal to connect various green spaces through pedestrian paths and crosswalks, creating a comprehensive outdoor experience for residents.

Mount Jackson’s community engagement doesn’t stop at parks. The monthly farmers market, organized by the Mount Jackson Hometown Partnership, offers local produce, crafts, and baked goods. The town also supports a vibrant library program and summer events that aim to bring the community together.

Looking forward, Mount Jackson plans to host movie nights and continue its crowd-pleasing Tater Fest. This festival, which celebrates the town’s famous Route 11 potato chips, will feature quirky events like mashed potato sculpting competitions and the hilariously unpredictable cow pie bingo. Olivia announces that the event will always be held on the 4th Saturday of September, so mark your calendars now for September 27, 2025.

As Olivia continues to lead the town towards recreational and communal harmony, residents eagerly anticipate each new development, proving that in Mount Jackson, there’s always something fun and engaging to look forward to.

Learn more on their website: https://www.mountjackson.com/

Small Business Administration: Meet the Mount Jackson Five

mount jackson five

In the picturesque town of Mount Jackson, Virginia, a revolutionary initiative is buzzing with success, breathing new life into the local economy and community spirit. Under the stewardship of Town Manager Olivia Hilton and her dedicated team, the Mount Jackson Five program has turned entrepreneurial dreams into reality. On today’s episode of The Valley Business Today – listen here – with the SBA, host Janet Michael and cohost Carl Knoblock, the Virginia District Director for the Small Business Administration (SBA) explore the stories and the triumphs of this unique business incubation program.

Olivia’s passion for community and economic development shines brightly. “Quality of life, parks, and economic development are what Mount Jackson sold me on,” says Olivia. Her progressive approach and willingness to support local entrepreneurs have set the foundation for the Mount Jackson Five program. The essence of the Mount Jackson Five program lies in providing the tools and support necessary for small businesses to thrive. Through a combination of grants, mentorship, and networking, the program has fostered a diverse group of businesses poised for success.

  1. Valley Trail Bike and Run: Pedaling Towards a Healthier Community

Founded by Trey and Brice Nelson, Valley Trail Bike and Run is more than just a store. It’s a hub for outdoor enthusiasts, offering biking and running gear, along with a full-service maintenance shop. The store’s strategic focus on community integration and quality service is poised to fill a significant gap in the region’s market for outdoor activities. “Our goal is to create a business community because it really wasn’t quite here in Mount Jackson,” says Olivia.

  1. Jillian’s Farmstead Kitchen: Homestyle Goodness

Jillian’s journey to opening a brick-and-mortar storefront started with a pandemic pivot from in-home childcare to meal prepping and catering. Known for her scratch-made sourdough bread and family-style meals, Jillian’s Farmstead Kitchen is a culinary haven. Emphasizing community connection, the kitchen plans to offer catering, pick-up meals, and a welcoming spot for locals. “Having friends and family come to help has been amazing,” Jillian shares.

  1. Wild Child Museum and Menagerie: Where Learning Meets Play

Rosie Lynch’s Wild Child Museum and Menagerie is set to become Shenandoah County’s ideal destination for indoor play and outdoor exploration. Focused on fostering a connection to nature, the museum aims to meet families’ biological, socio-emotional, and intellectual needs. Rosie’s adaptability and partnership with local institutions, like CREW, are vital for the project’s success. “The teamwork that the town had was helpful because we had this dream,” Rosie highlights.

  1. Hero’s Journey Card Shop: Building a Community One Card at a Time

Anthony High’s Hero’s Journey Card Shop, co-owned with his future brother-in-law Ethan, is envisioned as a hub for card enthusiasts. Offering a space for trading card games like Pokémon and Magic: The Gathering, the store is designed for community engagement with events like puzzle nights and murder mystery parties. “We want to provide a place for people who need that kind of space,” Anthony explains.

Starting a business is never without its hurdles. From obtaining the right permits and funding to finding the perfect location and staffing, each of these entrepreneurs has navigated significant challenges. Yet, the shared support from the town administration and the community has played an instrumental role in their progress.

The excitement doesn’t end here. Olivia Hilton envisions the program’s continuation, bringing more entrepreneurs and innovative ideas into Mount Jackson. The town is committed to supporting these new businesses and ensuring their long-term success.

In closing, the Mount Jackson Five program exemplifies the power of community support in revitalizing local economies. With a collaborative spirit and a focus on sustainable growth, Mount Jackson is paving the way for a promising future. Visit these burgeoning businesses and be a part of the town’s thriving community.

Strolling Strasburg: Vintage in the Valley

 

We recorded our conversations for The Valley Today on location at Box Office Brewery & Nancy’s Coffee Bar for our Strolling Strasburg episode with Olivia Hilton, Interim (soon to be permanent I HOPE!) Directory of Community Development & Tourism for the town of Strasburg.

Vintage in the Valley happens Saturday, April 2, 2022 so we learned all the details for the 3-day event, plus talked to vendors and committee members.

In the first segment, we chatted with Hannah Skedsvold from Malabella Jewels about her business and what she’ll have for purchase at Vintage in the Valley. We also chatted with Sharon Mauzy from Skyview Acres about her farm and the wide range of products you’ll be able to purchase from her that day. The conversations with both ladies includes pieces that had to be cut on order to fit into the radio show timeline, but you can hear everything here on the podcast.

In the second segment, we were joined by Kara Mroczek from Star in the Valley Winery to get the details about their vintage wine garden that will be located in the grassy area next to town hall.

This the third year for Vintage in the Valley Festival that will showcase 100+ vendors of vintage goods, antiques, and handmade crafts. Space is still available if you’re interested in being a vendor.

Friday evening, April 1, 2022, Box Office Brewery will be hosting a Decades Dance from 7-10PM with DJ Connection and a costume contest in partnership with the local FCCLA Chapter!

Beginning Saturday, April 2, 2022, visit the Strasburg Square to pick up your event map, sip on a glass of Virginia wine from Star in the Valley Winery, and listen to live music. There will be a bouncy house in the Wine Garden for those young at heart! Carriage rides will be offered from 11-3PM so you can see how BIG the event spans! Make your way to the Strasburg Town Hall lot to kickoff your shopping! Stop in to see Vilnis & Co Antiques, Clementine Vintage and the King Street Flea Market, as well. The Strasburg Emporium is a HUGE partner for this event, hosting a half a dozen live demonstrations, over 30+ vendors outside, food trucks, and more live music (not to mention the 60+ vendors inside!). Vendors will be split between the Strasburg Square and the Emporium.

A Vintage Car Show will be parked from 10-3PM on Holliday Street! Proceeds benefit the Shenandoah Alliance for Shelter. Last year, there were 72 cars in attendance.

A highlight of the festival is the Vintage Fashion Show hosted by Lydia’s Clothes Closet! Their fashion spans from 1920 to present day and hosts over 50 models representing several generations and walks of life! Local restaurants will be offering daily specials along with downtown businesses hosting sidewalk sales.

To top off the festivities, the Shenandoah Film Collaborative will be showing a ‘Movie Under the Stars’ in the Strasburg Square at 8PM on April 2, 2022. The featured film will be The Wizard of Oz.

The Ole Timer’s Baseball teams will also be playing on Sunday, April 3, 2022.

For more information, or for vendor applications, please contact Olivia Hilton, Interim Director of Community Development for the Town of Strasburg:
P: 540-465-9197
E: ohilton@strasburgva.com

Strolling Strasburg: Behind the Curtain with Public Works

We didn’t do any strolling for our conversation today with Olivia Hilton, Director of Community Development & Tourism for the Town of Strasburg due to our recent weather “event.” But, we still managed to have a pretty enlightening conversation with Director of Public Works, Jay McKinley. Click here to have a listen.

He explained all the different things that his department is responsible for including managing winter storm response, street projects, park projects, water/wastewater, and more.

Olivia told us the many ways she leans on Public Works for events, projects and making Strasburg a friendly, beautiful place for residents and visitors alike.

Strolling Strasburg: Assessing Risk & Shopping Thrift

We strolled Strasburg this month to meet up with Olivia Hilton, Interim (soon to be permanent I HOPE!!) Director of Community Development for the Town of Strasburg.

Our first stop was to chat with Rachel Kreis an account manager with Element Risk Management. Rachel explained the different types of insurance the company offers and told us about their priority for customer relationships. For more information, visit their website: https://elementrisk.com/locations/strasburg/

Our next stop was to do a little shopping just down the street at Blue Ridge Hospice Thrift Store. We chatted with their store manager, Kristina about their mission, their donations and volunteers, as well as the service they provide to the community through the money raised at the 8 different thrift stores.

Strolling Strasburg: Integrity Home Mortgage & Holiday Fun

We “street-crossed” Strasburg this month to meet up with Olivia Hilton, Interim (soon to be permanent I HOPE!!) Director of Community Development for the Town of Strasburg.

Our first stop was at Integrity Home Mortgage to chat with Mike Keffer and his daughter Ashley Showalter about the first step to home ownership – getting a mortgage. We talked about the process, credit scores and the importance of getting pre-qualified. Get more details about Integrity Home Mortgage – Strasburg branch – by following them on Facebook.

In the second segment, Olivia filled me in on several holiday events that are coming up from Small Business Saturday to the Christmas Parade. We talked about the Mistletoe Market, Hot Cocoa Connections, an outdoor family movie and the house decorating contest. Get vendor applications and more details on their website: https://www.strasburgva.com/community/page/tis-season-strasburg