Downtown Lynchburg Association Provides COVID-19 Relief to Assist the Employed During Economic Uncertainty

While businesses across the nation are working to survive the devastating effects of the global pandemic, the Downtown Lynchburg Association (DLA) has stepped up to support small businesses in downtown Lynchburg through programs and efforts within the Downtown Recovery Initiative (DRI).

The DLA hit the ground running at the beginning of 2020 with a newly-polished 3-year strategic plan for downtown Lynchburg, according to Susan Brown, program director for the DLA. However, when coronavirus took a toll on businesses, the organization decided to adapt.

“While we wanted to do more business recruitment in 2020 and beyond, we realized that with COVID, business retention was really important,” Brown said. “We didn’t want the businesses that we have here, that we love so much, to feel like we were casting them aside.”

The DLA has been supporting small businesses downtown for over 20 years, according to Brown. Formerly known as Lynch’s Landing, the organization was established as a revitalization organization with the Virginia Main Street.

“Our mission is to create a strong and vibrant and welcoming downtown with unique and historic character,” Brown said.

The DRI is helping businesses downtown stay strong through different efforts such as providing Personal Protective Equipment, increasing promotion and marketing, advocating for businesses and helping businesses stay informed.

According to Brown, one way they have promoted downtown business is through the Downtown Gift Card Program, which is a gift card that can be spent at 40 different participating downtown locations. According to Brown, it is a way for the community to help put money into businesses downtown.

“It opened up a world of possibilities,” Brown said. “It really put some of that power into the hands of the consumer as well, which is really going to be the best we can do for our businesses.”

Outdoor dining locations are another way that the DLA has helped businesses adapt to COVID-19, Brown said.

“We have four places that we’ve really invested some of our time and effort into to make an outdoor area that people could grab takeout, go sit down and enjoy downtown,” Brown said.

According to Dave Poole, coowner of The Depot Grille in downtown Lynchburg, the DLA’s advocacy for small businesses has been incredibly useful. Poole said that the DLA found a low-cost local source for masks early on.

“They’re kind of unsung heroes in a sense,” Poole said. “In the bad times it’s like, wow, I’m glad somebody’s out there.”

According to Poole, the DLA initiated focus groups and surveys to understand businesses’ needs.

“There were so many different sources of information,” Poole said. “Those focus groups and those communications were able to point you in the right direction in what was relevant to you.”

According to Brown, the businesses have a done a great job of rolling with the punches. Brown said that the DLA may not have all the answers, but they want to help businesses in whatever way they can.

“We have really tried to take a look at our role for them as a way to cut through the static of it all,” Brown said.

Poole believes the DLA has been proactive in many ways, one of which being how the DLA is regularly in contact with businesses downtown.

“We probably see four or five communications a week,” Poole said. “We get emails, we talk to them directly, there’s text messages, there’s very specific asks about ‘How are you doing with this? What can we do with that?’”

The DLA raised funds to support the DRI and promoted businesses through the virtual Downtown-aThon on July 30, 2020. According to Brown, the 12-hour telethon highlighted businesses and provided funding for the projects and programs within the initiative and also for the future.

While the pandemic has presented challenges to small businesses in downtown Lynchburg, Brown is optimistic about the future of the downtown community.

“The community out there is rallying behind these businesses; they know that these business owners are the heartbeat of our community,” Brown said.

According to Poole, it is important to support small businesses because they provide income and viability to a community. While he believes the challenges of the pandemic will stay with businesses for a while, he recognizes the support of the Lynchburg community.

“I think we are lucky in this community that we have a good social fabric and a work together kind of ethic that comes with a small town,” Poole said.

For more information, the detailed list of programs within the Downtown Recovery Initiative can be found on the Downtown Lynchburg Association’s website.  

Mia Nelson is a News Reporter.