The Southwest Virginia Cultural Center & Marketplace and the facility reopened last week. Formerly known as Heartwood, the facility has a refreshed look and renewed focus on telling the culturally authentic story of Southwest Virginia to residents and visitors alike.
Heartwood opened in 2011 as the gateway for the creative economy in Southwest Virginia. The center was conceived to showcase and sell the work of regional artisans and musicians and to interpret Southwest Virginia’s history, heritage, outdoor recreation and scenic beauty via stories and first-person narratives to inspire travel to other parts of the region.
The facility was constructed and has been operated by three joint entities: Friends of Southwest Virginia, a 501c3 community development non-profit; the Southwest Virginia Cultural Heritage Foundation; and ‘Round the Mountain, Southwest Virginia’s 501c3 non-profit artisan network. Following a 9-month exploration and planning process with a professional consultant, the joint boards made the decision to overhaul the facility and programs to better serve the mission.
What’s new?
- The name, Southwest Virginia Cultural Center & Marketplace, was selected by the boards to better align the facility with regional work and the creative economy movement. • An expanded focus on the artisans and connecting the facility with them. This includes expanded space for retailing and exhibiting art and craft, increased attention to connecting the facility to other arts facilities through SWVA, and more opportunities for artisans to interact with the public through the facility. • A commitment to quality service and experience for both artisans and customers. Under the new operational model, the facility, ‘Round the Mountain, and Friends of Southwest Virginia is consolidated and managed by the same staff for the first time in history. • An expanded visitor center with additional brochure and display space. The centerpiece of the visitor center is a new custom designed map with each city and county formed from historic wood from their communities. A companion guide book details the history of each piece of precious wood and encourages visitors to explore the region.
- An overhaul of The Crooked Road room with a new video theater that allows visitors to experience the music of SWVA any time the facility is open to the public. This space also features new exhibits and displays about music history. • Incorporation of the Southwest Virginia Outdoors brand, outdoor areas and businesses into the facility through eight new area displays that will be debuting over the next two years. • A reinvention of the restaurant into the SWVA Café and Mountain Brew Bar and incorporation of regional restaurants, caterers, and food trucks at regular weekly events and special events. The new restaurant model is sourcing 85% of products from Southwest Virginia and retailing a wide selection of regionally made products, wines and beers. • New hours – to better fit the needs of the traveling and local public, the facility is now open Monday – Saturday from 11 a.m. to 7 p.m. and Sundays from 11 a.m. to 3 p.m.
