Downtown Waynesboro goes digital

Though a merchant there herself, Deborah Henshaw said she only recently realized how much downtown Waynesboro has to offer.

“I’ve been working downtown for two years and had never been in [Initial Inspiration], which is shameful,” said Henshaw, owner of Under the Roof, a furniture store. “I was just amazed at the merchandising selection and super quality of the store. It got me thinking about how that’s a similar experience to what many visitors may have in downtown.”

Henshaw said the experience inspired her, as chairwoman of Waynesboro Downtown Development Inc.’s economic restructuring committee, to embrace new ways of promoting downtown. She’s starting an online forum for downtown merchants to share ideas. And she recently organized an opportunity for downtown business owners to promote their shops through a series of YouTube videos.

“A lot of people aren’t aware of the quality and uniqueness [downtown] until they cross the threshold of a store,” Henshaw said. “I thought this would allow them to do that virtually, all in one place. Downtown is changing rapidly and going in such a cool direction. There’s a real emphasis on being green, local and offering unique products and customized services you can’t find elsewhere.”

So far six videos showcasing downtown shops have been created and are available on a Virtual Waynesboro channel on YouTube and at VirtualWaynesboro.com.

“It was really easy,” said Eileen O’Rourke, owner of River City Art and Wine Emporium. “Deb came in with her cousin, who is an actress and model, and filmed it as if she was just walking down the street and decided to come in the shop.”

In each video, merchants answer questions about their stores and several shots show off different types of merchandise.

“It was really fun and exciting, with a lot of energy involved,” said Jennifer Ledford, owner of Initial Inspiration on Main Street, formally Kids and Sew On. “It gives people a great visual for what we do here.”

O’Rourke said she appreciated the opportunity to promote her shop in a new fashion.

“It’s a way to embrace technology and promote downtown a bit more regionally,” she said.

Henshaw said she hopes similar ideas for boosting downtown businesses will come out of a new support group her committee is forming.

“It’s another resource to help business owners communicate with each other, whether you have a good idea to share or an issue you need help with,” said Kimberly Watters, executive director of WDDI.

The Google-based group will be open to downtown business owners only and provide an online forum for merchants to ask each other questions, share resources and brainstorm opportunities for cross-promotion, Henshaw said.

“If we work as a team, we can all do better together,” she said.

Ledford she looks forward to more opportunities to work with other merchants to grow their businesses.

“I can spend all my time and energy spinning my wheels by myself, but I’m not going to get as far as I would if I’m spinning them along with everyone else,” she said.