The Shadow
CLIFTON FORGE, Va. (VR)- Local residents gathered for the monthly community gathering Monday night to hear updates on town development and explore potential branding strategies that aim to revitalize the area’s economic and cultural landscape.
The meeting, held at the historic Masonic Theater, featured presentations from local leaders and an in-depth address on community branding by Aaron Arnett, a partner with Arnett Muldrow and Associates. Town leaders began the evening by praising several of the town’s officials for their recent efforts in community development. Eddie Graham, who served as the evening’s opening speaker, specifically commended Mayor Jeff Irvine, Vice Mayor Dale Burdette, and the entire town council for their work in hiring a new community development director.
“These individuals have made Clifton Forge the envy of Western Virginia,” Graham told the assembled crowd.
Bill Atherholt Quartermaster of VFW post 1033 stood at the podium and provided details about the town’s veteran banner program, which has been going strong for six years. The initiative allows residents to honor local veterans by displaying banners featuring their military service information. Atherholt explained the application process, which requires a $200 fee and a photograph of the veteran, with banners to be mounted on utility poles throughout the community.
Veterans Disability Attorney Kristen McConnell offered an update on the ongoing renovation of the Five Sides building, a key development project constantly evolving in Clifton Forge. She outlined plans for several projects. At the heart of the discussion were multiple grant opportunities aimed at breathing new life into Main Street. Supported by organizations like the Allison Foundation and the Federal Reserve Bank of Richmond, the community is actively pursuing structural improvements and economic revitalization.
A key innovation was the interactive live polling session, where participants used smartphones to share their perspectives on community strengths, challenges, and future aspirations. New businesses include a coffee shop called Hot Stuff, a hot dog restaurant named Wicked Wieners, an olive oil and vinegar shop, and hopefully a wine and cheese venue in the not-too-distant future.
One of the evening’s most comprehensive presentations came from Aaron Arnett, from Arnett Muldrow & Associates. He discussed the importance of community branding. Arnett emphasized that effective branding goes far beyond creating a simple logo, describing it as a comprehensive strategy to communicate a community’s unique values and characteristics. “A brand is a promise,” Arnett explained. “It’s about telling the story of what makes your community special.” Arnett displayed branding examples from several other small Virginia towns, highlighting how successful marketing can build local pride, attract visitors, and encourage economic development. He stressed the importance of community engagement in developing an authentic brand identity.
“We don’t create a brand in isolation,” Arnett told the audience. “It comes from conversations with the community about what truly makes this place unique.” The presentation explored various branding elements, including market positioning, graphic design, and strategic messaging. Arnett suggested that Clifton Forge could potentially leverage its rich historical architecture, arts community, and outdoor recreation opportunities as key branding components. During the question-and-answer session, attendees expressed interest in how to develop a memorable and versatile community logo. Arnett recommended a comprehensive approach that involves extensive community input and focuses on the town’s most distinctive characteristics. The meeting reflected a growing momentum in Clifton Forge’s efforts to reinvigorate its economic and cultural landscape.
The second half of the evening’s community gathering got underway after everyone moved to the Historic Masonic Lodge’s basement where everyone enjoyed provided refreshments before Town Manager Chuck Unroe stood at the podium and gave a pride-filled update about happenings in and around Clifton Forge.
The highlight of Unroe’s presentation came when he introduced Clifton Forge’s newly hired Director of Planning and Economic Development Maria Saxton. At the heart of the second half of the gathering’s discussion was talk of multiple grant opportunities to breathe new life into Main Street.
Supported by organizations like the Alleghany Foundation. The community is actively pursuing improvements and trying to spur economic revitalization. A key innovation of the gathering was the interactive live polling session, led by Saxton, where participants used smartphones to share their perspectives on community strengths, challenges, and future aspirations.
From the veteran banner program to the Five Sides building renovation and the exploration of community branding, local leaders demonstrated a commitment to strategic development. The gathering represented a significant step in Clifton Forge’s ongoing efforts to reimagine and revitalize its community identity, with local leaders and residents working together to chart a promising path forward.
Maria Saxton, new Director of Planning and Economic Development (Christopher Mentz photo)
