Danville Virginia Homepage
Search

Danville Named a 2024 All-America City

The 2024 All-America City Award theme recognizes communities that are finding innovative ways to equitably engage community members in activities that strengthen democratic processes, like making it easier to vote, engage in community affairs, and serve in leadership roles. Learn more about the projects that made us an All-America City below!

Danville All America City Logo - Featuring 1977 2020 2024
  1. PLAN Danville
  2. Police: Grass Roots Empowerment and Action Training (GREAT)
  3. DPS Student Representation
  4. Heart the Park

Building Social Capital

The story of key recent initiatives in Danville is one of harnessing civic capital that had long remained latent at best.

When thePlanDanville Logo time came for the City of Danville, Virginia, to develop a new comprehensive plan in line with government mandates, city planners and council members resolved to embark on a development process unlike any they had employed in the past. Previous comprehensive plans—along with other types of plans drawn up by the city—historically failed to engage with the community in a concerted manner. From the community’s standpoint, at least, plans generally discounted whatever modest level of input community members might provide.

Members of the city’s large and well-established black community, in particular, felt disenfranchised by the city and often opposed to its seemingly unilateral planning decisions. These sentiments were hardened by the city’s long history of somewhat fraught race relations and polarization along ethnic and socioeconomic lines. Furthering a sense of distance between the city and many of its constituents, in previous decades the city had annexed a number of surrounding communities with the promise of improved services that never materialized.

City officials—and planning staff in particular—set out not only to rectify this situation but also to create a model of community engagement that would, first, yield a truly responsive comprehensive plan that all members of the community could support; second, establish a foundation for building long-term trust and goodwill; and third, build the muscle for robust, broad-based and ongoing community participation in the future. To do so, they would need to overcome deep cynicism and doubt. A $200,000 grant from the Danville Regional Foundation enabled the city to proceed with its ambitious plan. To increase visibility and appeal, team members named the effort PLANDanville and developed lively, fun graphics that appeared throughout the city, including on high-profile billboards leading into and out of town.

Forging a Shared Vision

Community members themselves articulated the vision for what they wanted Danville to be. Literally hundreds of individuals contributed ideas and insights through a series of community events as well as workshops conducted at PLANDanville’s storefront space as well as outreach into Danville’s communities directly by a team of six community ambassadors—local individuals who had the trust and respect of other community members. The community engagement team parsed these hundreds of responses to identify the most frequently cited priorities and then submitted a limited set of options to a community vote. The community ultimately chose this statement: “Our vision is to create a welcoming and inclusive community where everyone can achieve their unique potential. Together, we will support and empower each other to build a sustainable and equitable future for all.” In addition to the full-length vision statement, we also developed two other messaging cornerstones inspired by the community: a short form statement (“The heart to belong. The strength to become. The sense to sustain.”), and a credo:

“We are a city that has experienced much, endured much, and contributed much. At times we have played an economic and social role far greater than our size might lead one to imagine.

As we look towards opportunities that promise a new era of renewal and growth, we bring our depth of perspective, firm roots of resilience, and appreciation for our unique natural and cultural assets to bear on a shared vision for the future.

To fulfill this promise, we will embrace our diversity in a spirit of mutual support, recognition and respect. The warm, inviting community we foster will extend to every one of us who calls Danville home. And the fruits of our vision, manifest in our streets and schools, parks and businesses, homes and neighborhoods, will uplift, empower and strengthen the bonds between us all.”

These statements now introduce the Danville comprehensive plan.

Creating a Culture of Engagement

The PLANDanville team recognized the critical need to establish trust with the community at large. This meant (1) creating an identity and presence distinct from official City communications, (2) empowering a group of high-profile and respected residents to serve as neighborhood ambassadors, and (3) ensuring that community engagement team members put plenty of “skin in the game,” maintaining a consistent presence throughout the duration of the year-long effort.

To foster this culture of engagement, the community engagement team developed a five-phase process designed to involve the community in different ways. The first of these phases, “Share” provided a chance for community members to meet one another and start conversations about who they are and where they live. This phase, which went from January to May of 2023, culminated in a lively community event, “The Big Share,” which drew over 300 attendees. Other phases included Dream (Phase 2), which engaged community members in envisioning new solutions to existing issues, Explore (Phase 3), which turned to identifying specific goals and outcomes, and Draft (Phase 4), which solicited community members’ input into the writing of the comprehensive plan itself. A final phase, Go (Phase 5), is slated for spring 2024.

In addition to the cornerstone events scheduled for each phase, community ambassadors hosted 73 pop-ups with diverse individuals and community organizations to ensure the broadest and most inclusive levels of participation. A dedicated web site kept community members up to date on the latest developments and provided in-depth information about the project.

Inclusive Community Leadership

As noted at the beginning of this section, most residents of Danville would say that they did not have inclusive community leadership in many aspects of civic life, prior to the PLANDanville comprehensive planning effort and other recent initiatives in Danville. That is now starting to change. One of the community ambassadors is now running for city council. Another, the youngest of the six, is now more deeply engaged in the community on an ongoing basis. In addition, PLANDanville made a sincere, sustained effort to engage schoolchildren in the planning effort, encouraging them to develop a sense of pride and ownership in their city and its future.

Embracing Diversity & Equity

PLANDanville worked to ensure that individuals who historically had lacked a voice in civic initiatives were heard and respected. Community ambassadors were assigned to each of six districts within the city, canvassing them and creating pop-ups to ensure that all individuals who wished could share their views. At times, exchanges could become heated and direct: For instance, residents of Danville’s historically black Almagro neighborhood, felt neglected in terms of basic amenities, protested that the new comprehensive plan would do nothing for them. To earn their trust and solicit their engagement, the City has held multiple meetings in their community with the intent of listening and authentic communication. These meetings have been attended by city staff, the City Manager and City Council members.

Authentic Communication

As noted elsewhere, through PLANDanville community members were encouraged to voice their views, no matter how strongly opinionated. Many channels were available for them to do so. They could speak directly with community ambassadors in the comfort of their own communities or at the PLANDanville storefront at 206 Union Street, in the city’s historically Black downtown business district. They could leave messages on the PLANDanville web site, and they could comment on the social media channels established at the project’s outset: A locally based media company, Kegerreis Digital Marketing, implemented a comprehensive communications strategy that included billboards, social media, emails and a purpose-built web site with continuously updated content. With real time metrics and analytics shared with the larger team on a continuous basis, Kegerreis was able to recommend updates and adjustments that boosted saturation and visibility wherever needed, ensuring that residents from every part of the city would take part. Driven in part by multiple social media postings each day, PLANDanville’s web site and social media accounts garnered constructive engagement and feedback from some 13,000 unique visitors. PLANDanville set the tone for honest, equal-to-equal communication by consciously moving away from planning jargon to adopt a more friendly and informal communications style, which we called “kitchen table talk.”

Collaborative Institutions

For the City of Danville’s Planning Department, the many activities that comprised PLANDanville have helped to establish new levels of trust and fellow feeling with residents and city staff. So much so that the decision was made to include various other planning documents under the umbrella of PLANDanville and its engagement process, creating collaborative activities for city staff. The outreach and engagement process for the Comprehensive Plan now provides citizens with the opportunity to comment on active plans for historic preservation, arts and culture, environmental and economic resilience and parks and recreation facilities.

The efforts to collaborate with residents has encouraged the city staff to follow the model and reach out to various departments in partnership for a more successful result. Staff is consciously starting to remove the barriers that we have created by working within our own departments. Department leads and supervision are now reaching out to other departments to create projects that are “city” projects not just department-based projects.

Meet the Team

Renee BurtonRenee Burton, Director of Planning and Zoning

Learn More

Contact Us

  1. City of Danville, Virginia
    P.O. Box 3300
    Danville, VA 24543

    Municipal Building:
    427 Patton Street
    Danville, VA 24541

    Staff Directory
  1. All America City Crest for Danville Virginia featuring years 1977, 2020, 2024

  1. Danville Virginia Homepage

Government Websites by CivicPlus®
Arrow Left Arrow Right
Slideshow Left Arrow Slideshow Right Arrow