Second Stage | Amherst

The Town of Amherst (population 2000) is a quaint, lovely 19th century southern town struggling to enhance its natural, welcoming personality by developing its visibility as a destination and by creating events that will attract citizens and visitors to it’s downtown area on a regular basis. Its leaders understand that creating destination events will enhance it region financially and encourage pride in its citizens. The Town is located on a major north/south route that originates in the Washington, DC metropolitan area, bisects Charlottesville and Lynchburg VA and continues into the North Carolina Raleigh/Durham region and further south.

Second Stage was founded to strengthen pride, participation and appreciation of our town, paralleling these very goals. Its founding Board of Directors followed the Creative Placemaking process as its organizational philosophy, emphasizing use of local assets, resources and history, and the personality of its residents. Second Stage founders believed that social change can be led by the arts…and we have established that fact as a reality in our region. At this time the Town sponsors two parades yearly and has convened a diverse group citizens to organize two other public events that would occur annually. In the past, volunteers hosted Olde Town Amherst Day with participation by the local colleges, churches, the Monacan Nation, fire department, an old car enthusiasts and Second Stage. Overall an agrarian region, the County has recently reinstated (after a 40 year hiatus) a County Fair that has been well attended .Throughout the extended warm weather seasons in Virginia local wineries and civic groups host weekend festivities such as the Sorghum, Garlic, Apple Festivals. There is a local Brew Trail where numerous brewery and winery establishments welcome tourists for afternoon tastings. But there is no large, outdoor music-based event in our area. With very little public money available to fund these efforts there is no hired staff to organize and oversee new events yet the era of volunteers carrying the full load of organizing large events seems diminished. Application for a Main Street Program for our town is desired but we’re not ready.

A Levitt AMP Music Series award would provide the significant series of public music events that will help citizens understand and value the power of neighbors gathering in a cultural setting.

As with many young non-profits, Second Stage struggles with visibility and marketing. Communicating with citizens in a rural region with limited access to internet service is very difficult. There is a local weekly paper but the subscriber numbers are shrinking. Events listed on local websites sponsored by the Town, County and Chamber of Commerce are often not accurate or complete.

Although we offer a variety of programs, it is rare that any event or class is “sold out”. People just aren’t aware of the cultural activities in their town. The concert series the Levitt AMP Awards would sponsor would be a first in our area and be a huge opportunity for the surrounding cities and resorts. The series will compete with other regional offerings and will create a larger profile for the community and Second Stage Amherst.