2024 Light Up The Tracks Guide

Beginning Saturday, November 23rd, Downtown Ashland Association invites you to join the sparkle and cheer as we “Light Up the Tracks” in our hallmark historic district! Presented by Dominion Energy, this luminous event offers six weeks of twinkling displays, joyful activities, and small-town charm to make your holiday season truly brighter.

As you stroll down Center Street, discover a winter wonderland where Downtown buildings, historic homes, and Randolph-Macon College are all decked in dazzling white lights. It’s like stepping into a holiday card! Plus, local shops and community groups have a sleigh full of holiday events for you to enjoy all season long. Here’s just a glimmer of what’s in store:

Light Up the Tracks Apparel

Get your Light Up the Tracks apparel from TSI Promotionals and sleigh the streets in exclusive winter fashion! Don’t let this frost-tastic gear slip through your mittens—order now and be ready to sparkle up the town.

BUY

Ashland Ornament Drive now through November 23

Show off your festive spirit by designing or donating an ornament that represents your business, charity, family, or favorite Ashland memory! Drop it off at Ashland Town Hall, and it’ll light up the Ashland Town Tree at the Glen Allen Cultural Arts Center.

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Light Up the Tracks Celebration on Saturday, November 23rd at 5pm

Kick off the season with an arts and crafts market featuring over 70 local vendors, an Illuminated Costume Contest with Ashland Christmas Market prizes, and festive entertainment like Jonathan Austin's 24 Hour Emergency Juggling and Magic, a petting zoo at Ashland Feed Store, Boot Scooters line dancing, and visits from Santa and Rudolph!

ATTEND

Olde Time Holiday Parade on Sunday, November 24 at 2 PM

Join us for a classic holiday parade that brings more than 100 festive entries to downtown. From Snead Street to Archie Cannon Drive, our community comes together to light up the streets with holiday cheer.

ATTEND

Caroling by local choirs on Saturdays November 30 - December 28 at 5 PM

Every Saturday, downtown Ashland resonates with the timeless tradition of caroling, making your holiday feel like a storybook come to life.

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Ashland Christmas Market on Saturday, December 7 from 11am-4pm

With over 100 local artists, festive food trucks, and 18 local eateries, this is the perfect spot to find handcrafted gifts while enjoying seasonal bites and holiday tunes.

ATTEND

New Years Eve Masquerade Ball on Tuesday, December 31 from 9pm - 12AM

The Hanover Arts and Activities Center transforms into a world of elegance and mystery, with live music, cocktails and mocktails by Shaken Not Spurred, delicious dining by Strawberry Street Catering, and an auction to benefit Downtown Ashland Association and Hanover Arts and Activities Center.

ATTEND

Wrap up in your coziest coat and head to downtown Ashland this holiday season to brighten up your celebrations. From unique handmade gifts to warming cups of hot chocolate, Ashland offers an old-fashioned holiday experience where every step sparkles with small-town magic. Keep up with the whole cool calendar at www.LightUpTheTracks.com

Office Space Available in Downtown Ashland

Dream big and envision your business thriving in the heart of downtown Ashland! Our historic mainstreet is a destination for visitors and locals alike. Now is your chance to make your mark in the legendary 112 Thompson building, once the proud home of the acclaimed Herald Progress. With its soaring ceilings, ample natural light flooding through expansive windows, and convenient parking, this space is more than just a location – it's an opportunity waiting to be seized.

Dive into the details below and take the first step toward realizing your entrepreneurial dreams. Reach out to 112heraldprogress@gmail.com to turn your vision into reality!

Available 7/1

112 Thompson Street, Ashland Va 23005

2nd Floor offices (Avail 7/1)

B1. 241sf $513 $2.13 (+125 util) 

  • Offices consist of one large room, tall ceilings, lots of natural light, overlooking the Town Green. 

  • Shared entrance via center front door and stairs. 

  • Shared hall bathroom. 

  • Dedicated heating/air for each suite. 

Vote for a Picture Perfect Ashland!

Ashland has always had a picture-perfect charm, and now you can help capture that spirit by voting for Downtown Ashland Association in the 2024 NIA Nonprofit Photo Contest! Voting is open until November 22, 2024, and each vote brings us closer to securing up to $5,000 in funding that would go directly into supporting our vibrant, small-town community.

This year, we submitted a stunning snapshot that perfectly reflects the joy and dreams of Ashland’s young dancers. Taken during the Ashland Dance Academy’s spring showcase screening at the Ashland Theatre, the photo captures families lining the red carpet as young dancers strutted down a runway sprinkled with stars bearing their names. Just like Grauman’s Chinese Theatre, this scene was filled with excitement and dreams. In the Center of the Universe, we believe in turning aspirations into achievements—just like this moment captured on film.

How You Can Help

It’s easy to add your vote to the frame! Click on this link to vote and support Downtown Ashland Association with a single click. Voting is open to all, but limited to one vote per person, so make sure your focus is crystal clear when casting your vote.

Why It Matters

With $5,000 in potential cash prizes, including awards for “Best of Show” and “Standing Ovation” winners, your vote helps us zoom in on a brighter future for Ashland. Downtown Ashland Association is more than just an organization—we’re a community of artists, farmers, government leaders, business owners, parents, and grandparents. Together, we work tirelessly to strengthen our town’s economic development, amplify local businesses, and host events that bring people together in unforgettable ways.

So, grab your virtual camera and capture this chance to support Ashland! With just a click, you can help Downtown Ashland Association snap up the resources we need to continue shining a spotlight on our town’s potential.

Remember, voting closes at 8 p.m. ET on November 22, 2024, so let’s frame our path to victory today! The winners will be announced on December 10, 2024—stay tuned and let’s hope our community makes it into the winner's circle.

Thank you for helping us develop a stronger Ashland, one vote at a time.

Downtown Ashland Association Named Small Business of the Year Finalist

We’re thrilled to announce that Downtown Ashland Association has been named a finalist for Small Business of the Year in the 2024 HYPE Icons: Young Professionals Awards hosted by Chamber RVA. This prestigious recognition celebrates our commitment to revitalizing and uplifting Ashland’s historic downtown—a place so many of us call home and proudly represent as “The Center of the Universe.”

Join us to celebrate this achievement at the awards ceremony on Thursday, November 14, from 6:00 to 10:00 PM at Richmond’s iconic Altria Theater, located at 6 N Laurel Street. Dress to impress in your dressy-casual best, and come ready to cheer us on! We’d love to see familiar faces from Ashland joining us for an evening of recognition, celebration, and a show of support for small businesses that make our communities vibrant and strong.

A Legacy of Excellence in Revitalizing Downtown Ashland

For over a decade, Downtown Ashland Association has upheld its Main Street America accreditation, marking 11 consecutive years of distinction. This honor reflects our dedication to creating a thriving, welcoming downtown, fueled by programs that boost economic development, preserve Ashland’s rich heritage, and foster community engagement. The accreditation process includes an intensive review, and Downtown Ashland Association proudly achieved an impressive 4.5 rating, demonstrating excellence across key areas like inclusive leadership, diverse funding sources, and impactful programming.

From Ashland Train Day and Light Up the Tracks to monthly Ashland Fourth Fridays and the family-friendly Ashland Halloween celebration, we bring together residents, businesses, and visitors to create unforgettable experiences. Our team of volunteers, board members, and staff, led by Executive Director Maggie Longest, works tirelessly to ensure that Ashland remains a top destination for both locals and newcomers.

Empowering Small Businesses in Ashland

Downtown Ashland Association not only celebrates Ashland’s history but actively contributes to its future by supporting local businesses. In 2023, we secured $175,000 in grants from the Virginia Main Street Program, allowing us to offer free workshops, pitch competitions, business handbooks, and mentorship programs. Our partnerships with organizations like Market Ashland Partnership and Hanover Chamber of Commerce help cultivate a supportive environment for small businesses, encouraging a cycle of growth, innovation, and local patronage.

Preserving Ashland’s Unique Character

Our mission includes preserving Ashland’s distinct character and history, so future generations can continue to experience its charm. Collaborations with the Ashland Museum and Hanover County Black Heritage Society allow us to celebrate and preserve the stories, people, and events that define Ashland’s identity.

Celebrate with Us and Help Ashland Thrive!

As we gear up for this incredible honor, we invite you to join us at the HYPE Icons Awards on November 14. And if you’d like to support Downtown Ashland Association’s work year-round, consider becoming a VIP member. Membership helps us continue the impactful programs and initiatives that make Ashland the vibrant place we all love.

To become a VIP member and learn more about supporting Downtown Ashland Association, visit AshlandVirginia.com/VIP. Together, we can ensure that Downtown Ashland remains a beacon of community spirit, innovation, and pride. See you at the ceremony!

Neighbors of Ashland Spotlights Downtown Ashland Director's Family

This November, Neighbors of Ashland Magazine honors Downtown Ashland Association’s Director of Operations by featuring their family on the front cover of the 5th anniversary edition. Read the whole article by editor Darlene Hart below.

When we think about the strong and vibrant town of Ashland, Virginia, we must also consider those who make it the best place to live, thrive, and do business. The Downtown Ashland Association is a huge part of who we are, and this month, we are thrilled to learn a little more about Louise “Lou” Keeton, the extraordinary Director of Operations for the Downtown Ashland Association. She also volunteers as the Artistic Director of the Whistle Stop Theatre Company.

Lou is one of three children and the only daughter of Craig and Barbara Keeton, who moved here in 2001 after seeing “It’s A Wonderful Life.” Of this production, the Keetons describe one of their favorite memories,  “We were so moved by the spirit of that movie as we walked out onto the streets of this town, feeling so welcomed by the community.”

Craig and Barbara met during a production of “Our Town” while they were in college. They were later engaged during a “Cinderella” production, where Craig played the prince and Barbara played Cinderella. “Cinderella” became the Whistle Stop Theatre Company’s first children’s show, and “Our Town” was produced at the Ashland Theatre as a part of the Whistle Stop’s 10th anniversary Celebration.

Craig attended Emerson College as an actor and graduated from the University of Tennessee with a bachelor’s degree in Broadcast Management. Now retired, he spent 41 years in the television business, the last 22 at Richmond VPM, where he served as the Director of Production and Television Studios. He produced and directed countless events, from Gubernatorial Inaugurations to sporting events to the Richmond Symphony. He volunteers as the Technical Director of the Whistle Stop Theatre Company. 

Barbara Keeton graduated from the Mississippi University for Women and is now the administrative officer of Division 38 of the American Psychological Association, where she has served for 27 years. She has an award named after her for the great work she has done with the society. She volunteers as the Managing, Props, and Costume Director at the Whistle Stop Theatre Company. 

Craig loves playing with his record album collection, online chess, boxing at Vintage Gym in Richmond, and golf at the Hollows. Barbara enjoys yard sale treasure-hunting, refurnishing furniture, creating costumes, and sewing. Both volunteer in multiple capacities at their church, St. Ann’s in Ashland.

Lou Keeton graduated with a BFA in Theatre for Youth from Shenandoah Conservatory. In her roles with the Downtown Ashland Association and the Whistle Stop Theatre Company, she is often seen planning events on behalf of the Association, dressing up for interviews about Ashland, and, of course, writing new stage adaptations of beloved tales to produce at Whistle Stop. 

Craig and Barbara have lived on Maple Street for over 20 years. They moved here after their son Ben was accepted into William and Mary. They were attracted to Hanover Public Schools because of their youngest, Lou, who was in middle school then. They were immediately charmed by Ashland’s picturesque downtown, friendly neighbors, and the Ashland Variety Show. They figured any town that could include everyone in a show has got to be a great place to live. 

“We live in Ashland proper on Maple Street across from the Slash Cottage neighborhood on the same block as Carter Park. We have lived here since 2001, 23 years. We moved from Germantown, Maryland, and Barbara developed a process for projecting our needs in a new town and trying to find a forever home after our younger son began college at W&M and our daughter entered middle school. Ashland was so welcoming, and we have never looked back.

We love being able to walk anywhere in town and easily participate in community events.  Our neighbors are great. We have helped each other over the years. One neighbor helped cut up a tree felled during Hurricane Isabel, another has plowed our driveway during heavy snows, and another has volunteered to bring over mulch in his truck. We have babysat for others. It’s a great mix of people we have known since we moved here and new generations moving in.”

Lou and JK Royston met online and immediately began collaborating as a part of their courtship. Recording “It’s a Wonderful Life” for streaming was inspired by JK’s career as a music producer and recording artist. “Our favorite memories are made together when we can just ‘be.’ We’re so busy; any time we get to rest, create, and collaborate is cherished.”

Lou and JK began renting on Henry Clay Road in 2024. They moved to be within walking distance of downtown, Lou's parents, and to fully immerse themselves in Ashland’s culture - just like Craig and Barbara, who are involved in just about everything the Downtown Ashland Association does – festivals, events, etc., and of course, Lou’s Whistle Stop Theatre productions.

Craig and Barbara are also parents to Andrew (married to wife, Danielle) and Ben (married to wife, Tina). They have two granddaughters, Isabel and Madeline. 

Andrew and Ben played baseball into their teens, and Ben continued as a Division 1 baseball player through his college career at William and Mary. Andrew, Ben, and Lou have all been involved in volunteerism and non-profit work throughout their lives. Like Lou, Andrew also has a career with a non-profit. He is the Digital Arts Manager for the Richmond Production Arts Alliance. Ben is a Doctor of Physical Therapy and runs 20 different facilities at the Jackson Clinics, based in Herndon, Virginia, as the Executive Director of Clinical Operations.

For Craig, Barbara, and Lou, The Whistle Stop Theatre Company is their hobby, interest, and volunteer work! “It combines everything we love - creating, collaborating, performing, and amping up Ashland. We’ve called the Center of the Universe our home for over 20 years. The least we can do is use our skills and talents to embrace the town that has held us so close.”

The Keetons love living in Ashland. Walking downtown for work, dining, or entertainment is such a joy. They can admire the beautiful flowers neighbors have planted, weave through parks, and stop to chat with the friendly faces they see along the way. Their Ashland neighbors are so creative and talented that they inspired the Whistle Stop Theatre Company. “We produce shows in part so we can literally provide a stage for local talent to shine and give back to the community.”

Ashland’s community is so generous. For the past ten years, Ashland venues like the Hanover Arts and Activities Center and the Ashland Theatre have donated their time, space, and resources to enable them to use the proceeds for the next production. Such generosity makes programs like “Share a Seat” possible. “Share a Seat” donates Whistle Stop tickets to underserved communities so empathetic storytelling can reach beyond the Center of the Universe.

“There is a reason the Whistle Stop produces shows like ‘It’s a Wonderful Life’ and ‘Our Town.’ They are all stories that remind us of the Center of the Universe. These narratives speak to Ashland’s sense of community, camaraderie, and kindness - and hopefully inspire future generations.

Besides producing for the Whistle Stop, the Keetons spend many volunteer hours on behalf of the Downtown Ashland Association. They have been producing family holiday shows in conjunction with Downtown Ashland Association events like Light Up the Tracks for years. Some favorites include “Little Women,” “The Lion, The Witch, and The Wardrobe” and now “It’s a Wonderful Life.”

Fun Facts about the Keetons:

  • “Cinderella” was the first Whistle Stop children’s show in honor of Craig and Barbara’s engagement.

  • “Our Town” was selected as the Whistle Stop’s 10th-anniversary production in honor of the show Craig and Barbara met in.

  • Barbara and Lou - real-life mother and daughter - got to play mother and daughter as Mrs. Webb and Emily Webb in the Whistle Stop’s “Our Town” and again as Mrs. March and Jo March in “Little Women.”

  • Craig and Louise - real-life father and daughter - got to play father and daughter as President Dak and Snow White in the Whistle Stop’s “Snow White and the Super Dwarves” and again as Mr. March and Jo March in “Little Women.”

  • Craig and Barbara - real-life Mr. and Mrs. Keeton - played Mr. and Mrs. March in the Whistle Stop’s “Little Women.”

  • “The Selfish Giant” was the first play Barbara and Louise wrote and produced together.

  • All three Keeton children go by their middle names!  (Craig) Andrew and (Robert) Benjamin because they were named after other family members, and Craig and Barbara wanted them to have their own identities. (Stephanie) Louise had always gone by Stephanie until moving to Ashland, and she declared she would henceforth be known by Louise.

  • Craig and Barbara host  “Gramby Camp” for their granddaughters every summer and sometimes babysit Ben’s Lab.

  • The Keetons host an private gathering for neighbors on Thanksgiving Eve, known as “Hors d’oeuvres Night.” 

  • The Keetons’ Christmas holiday family celebration is held on “Twelfth Night!”

  • Andrew won a painting contest in high school and was chosen to represent Maryland as his work was displayed in the Smithsonian Institution near the Presidential Gallery.

  • Ben travels worldwide with his best friend, fishing for exotic fish and documenting their catches.

  • Lou began the Whistle Stop Theatre here in Ashland 12 years ago and took her original (now-published) play, “Cinderella, the Fairy Godmother’s Tale,” to the New York Children’s Theatre Festival.

Barbara’s job allows her and Craig to travel each year to a new US destination, and the kids are most responsible for arranging opportunities for travel to Italy, France, and the Caribbean. The most extensive trip was to New York when the Whistle Stop’s “Cinderella: The Fairy Godmother’s Tale” was produced in the New York Children’s Theatre Festival.

Other trips have been to Disney World (Craig and Barbara’s honeymoon trip) and three other times with the children as they grew. As big baseball fans, they have also traveled to Cooperstown, New York, on multiple occasions, and, most recently, Craig and the boys went to see beloved Red Sox icon David Ortiz, inducted into the Hall of Fame.

The Keeton family has become the heart of Ashland, and we are thankful to have them pumping through our town.

The next original Whistle Stop Theatre Company production is “It’s A Wonderful Life.” Three radio episodes will be streamed online leading up to the fourth and final live reading at 3:00 pm in the Ashland Theatre on Sunday, December 15. Tickets are available online for $10 at AshlandTheatre.org.